Brand Narrative - High End VS High Street final

In todays seminar we were discussing market level translation. We looked at the interpretation of key fashion attitudes and brand values at both high end and high street levels and how the same story is portrayed at the different market levels. There is such a wide range of narrative stories such as traditional heritage, humour and irony, glamorous excess, wit, and so on. Fashion tells these same stories with similar style narratives and aspirations using the repetitive codes, connoting and denoting the same messages whether it be at a high end or high street level.

We began the seminar by comparing the two editorials above, the left by Paul Smith and the right by Ted Baker. These editorials have a the same narrative story of 'Brit heritage'. When highlighting the features which were evident in both, we noticed that both include a female and male model, both are based in a woodland setting, both models within both editorials are looking straight into the camera, both male models are wearing suits and have facial hair, both female models are wearing dresses, and both images have a similar ratio of ground to sky. Although these editorials are very similar in a number of ways, there are a few aspects which suggest the market levels and brand values of these individual labels. For example the barbed wire which features in the Paul Smith editorial reflects the rugged, British country aspect of the brands image and within the Ted Baker editorial the styling of the male models jacket, as it is neatly done up, reflects the smart, clean cut attributes of Ted Baker as a brand.

The similarity of the above editorials is actually cringeworthy. These editorials, the left by Polo and the right by Gant, have a strong 'preppy privilege' narrative. When discussing the factors evident in both editorials which contribute to this 'preppy privilege' narrative we began to understand why these editorials are so similar. We noticed that in both clear affection and intimacy is displayed, as the models are clearly acting as couples with their arms placed lovingly around each other. The nautical colour palette and WASP east coast styling is present throughout both editorials, both are set in a leisure sports environment, there is euro lifestyle referencing and of course the stripe overload is prominent within both editorials... However although these editorials have such strong similarities, in each there are distinctions which portray the brands individual values. For example the Polo editorial has a very 'cheesy' feel to it, as a toothy smile is seen on the faces of all four models and the editorial feels slightly staged and possibly a little insincere. On the contrary the models in the Gant editorial have a happy, yet much more subtle, sexy and seductive facial expression. The sunglasses worn by the male model also adds to this sexy, cool, sultry, less cringe feel. 

As a short task we were then asked compare some high street brands and high end brands with similar fashion attitudes and brand values, we were give editorials as a staring point and we were asked to think of a narrative title to suit the brands. I chose to compare the editorials displayed above, the left by high end brand Chloé and the right high street brand Jigsaw. I decided to put together a list of words before coming up with a narrative title to suit these particular brands using these editorials as a focus. Words which I felt reflected both of these brands included, fairytale, angelic, enchanted, innocent and romance. Although these images have an enchanted angelic feel to them due to the woodland setting, soft pink and nude colour palettes and the flowing hair and dresses I feel that the images hold strong stories behind them. In the Chloé example I feel as though the models are running from danger and in the Jigsaw editorial I feel as though the model is waiting for something to happen and the relatively stern facial expression suggests something maybe worrying or threatening. so I came up with the title 'Enchanted Fairytale'. The word 'Enchanted' is used to represent the innocence and purity of the narrative and 'Fairytale' illustrates the drama and the theatrics of the narrative.

I love these above editorials, the left by Roberto Cavalli and right by River Island. Firstly I searched for similarities which are present throughout both of these editorials. I observed that a bright, vibrant colour palette is carried through both, there is a large focus on clashing and dominating patterns and the female models are stereotypically 'female' (attractive, girly, glamorous dressed in pink and wearing high heels). Something which really stood out to me when examining these editorials for sameness, was that the female models are very dominant and seem to be the focus. The male models are gazing at them whilst they look elsewhere suggesting that these editorials have a particular focus on the power and independence of women. Again I listed the words which instantly came to my mind when studying these images. I was left with words such as, Barbie, brights, holiday, playful and fun. So I came to the conclusion that I would name this narrative 'The Holiday Plastics'. I think this title is reflective of these editorials as it incorporates the holiday theme which is so prominent within both editorials due to the sunglasses, sun hats, bikinis etc which feature, but through the use of the word 'Plastics' which refers to a barbie doll, the barbie, pink, glamorous feminine essence of the editorial is also captured.

Its really interesting when you start to think about how some brand values and narratives are mirrored from high end to high street and how this is done!

Love Isabella, x

Photo Credits: Brand Narrative seminar presentation