Factors Of Identity - Kurt Geiger

Following on from my last blog post 'Factors Of Identity - Tiffany & Co.' I thought I would select a brand, which wasn't touched upon within the 'Factors Of Identity' lecture last week to look into regarding factors of identity. I decided to focus on another of my favourite brands, the lovely Kurt Geiger. Okay so I may be a little biased towards the company as I work for Kurt Geiger myself, but I thought that I could use some of the knowledge I have learnt from working within the business to understand the brands factors of identity that little bit better.

Kurt Geiger doesn't have a logo as such, but similar to Tiffany & Co., the brand name currently takes on the role of a logo. The name stands as an umbrella brand for each of the individual brands within the company such as Miss KG, Carvela and Kurt Geiger London. The fact that Kurt Geiger doesn't have a logo could possibly be down to the fact that one logo wouldn't be appropriate for each of the individual brands within the company. For example a logo which would be suitable for Miss KG, the most affordable brand within the company which is directed at a slightly younger target market would not be fitting for Kurt Geiger London, the company's highest end brand which is directed at a much more affluent and subsequently older target market. Although the company does't have a logo, they do have a slogan, a factor of identity many brands tend to lack. The slogan 'Anything but the dress', is a term I feel is suitably fitting for the company as it addresses the fact that Kurt Geiger is an accessory brand.

Bright red is Kurt Geiger's key colour which is evident in each of their stores, their website and their packaging. This shade of red has positive connotations such as love, passion and desire but also negative connotations such as danger and anger. However these negative connotations could actually refer to less severe ideas such as strength and power, attributes a woman may feel when trying on a new pair of stilettos perhaps.

I must admit I have a slight obsession with Kurt Geiger's gorgeous glossy carrier bags, I thought that the novelty would wear off when I started  working for the company but 6 months down the line I can confirm, it hasn't. They are always so perfect the red ribbon neatly securing your purchase, suggesting luxury and exclusivity. I soon found out after joining the company that there is a very specific way of creating that KG bow!

In 2009, Kurt Geiger introduced the stiletto as a brand signature style. The stiletto, undoubtably a product which is a true reflection of the brand itself connoting glamour, sex appeal, power and elegance has been the brands key style ever since. Kurt Geiger even have a video on their website which follows the creation of their famous Britton stiletto (I will link below). The Britton shoe, which is priced on average at around £200 takes centre stage within many Kurt Geiger stores within their signature shoe chandelier (I will link a shoe chandelier video below also). Right is an illustration of a pair of Britton stilettos by Jackie Bisset.


The Geographical reference for Kurt Geiger is London, where the Company's headquarters are located. The business originally opened its doors in 1963 on Bond Street, hence why one of the brands most popular, famous stilettos is named 'bond'. The Kurt Geiger website often refers back to its geographical reference, Englands capital. The website reads 'Kurt Geiger has set itself apart with fashion authority blending London style and urban wearability.' and 'London styling is at the heart of the Kurt Geiger brand.' Some may even argue that the the brands Geographical reference is carried throughout each aspect of the brand through the use of its key colour key colour, red. Red is a colour I feel has strong links with the City of London. The Kurt Geiger red is similar to that of the red found within the British flag, postboxes, telephone boxes and buses.

Kurt Geiger's cultural reference is the face of the brand herself, the gorgeous, Lara Stone. The British models edgy, individual look partners her perfectly with the brand. The Autumn/Winter 2015 campaign she recently starred in saw her pose for several shots one dressed in nothing but bags another wearing velvet thigh high boots and another wearing stockings and a suspender belt. 'It's about strength and sensuality, and being comfortable in your own skin' explains Rebecca Farrar-Hockley (Kurt Geiger's Creative Director) regarding the campaign video, which was created to evoke 'power and strength'. I love Lara Stone and think she is a fabulous representation of the brand, something tells me I'm not the only one, as this is the second time she has been cast to star in a Kurt Geiger campaign! The A/W 2015 campaign video which I have posted below is worth a watch, isn't she fab?

Overall I think that Kurt Geiger have built up a strong brand identity, however a factor of identity which Kurt Geiger lack is a pattern. Similar to Tiffany & Co., Kurt Geiger is a relatively sleek, smart brand and I feel a pattern would not effectively reflect these qualities. The simplistic use of the red tone is sufficient in creating a significant brand image for Kurt Geiger, therefore in my opinion a pattern is unnecessary.

'Made in Italy' Britton stiletto journey:  http://www.kurtgeiger.com/be-inspired/made-in-italy Signature 'shoe chandelier' video: http://www.kurtgeiger.com/be-inspired/shoe-chandelier

Love, Isabella x

Photo Credits: Google images, anythingbutthedress.com, Pinterest