bold beginnings new york brand trademark puts its stamp on the contemporary fashion market
2015-06-05 13:09
In just four seasons New York brand Trademark, helmed by Louisa and Pookie Burch, has left its mark on the contemporary fashion scene
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时尚品牌的概念通常不是从品牌本身开始的。路易莎·伯奇(LouisaBurch)说,实际上,在我们开始研发这款产品之前,我们就做了所有的品牌推广工作。她在纽约和妹妹Pookie一起推出了美国品牌商标(Trademark)。“那次演习确实让我们理解了把所有这些细节都纳入产品。”
这对夫妇可能只有26岁,30岁,但他们在成长过程中与时装业有着深厚的联系-他们的父亲是企业家克里斯·伯奇(Chris Burch),继母设计师托里·伯奇(Tory Burch)“这显然是非常鼓舞人心的,也是一次很棒的学习体验,”Pookie在谈到他们的年轻时说,这为后妈的时尚帝国的快速垂直扩张提供了一个后座的视角。
因此,这对二人在纽约SoHo开设了他们的第一家店,与斯德哥尔摩的建筑公司Bozarthfornell合作,这或许并不令人感到意外。这家多层楼,面积2500平方英尺的格兰德街精品店,根植于同样怀旧的极简主义,就像商标在她们的女装、男装和配饰系列中迅速出名一样。监督该品牌创意方向的Pookie补充说,对我们来说,零售店确实是让整个概念结合在一起的正确方式。他们现在的目光集中在加州的第二处房产-洛杉矶或旧金山-视地点而定。负责公司物流和销售的路易莎解释说,在网上,旧金山是我们继纽约之后的第二大市场。
至于他们的品牌?他们与巴黎的创意和艺术指导机构Consorti和Ohlman(他们的客户包括CR时尚书、APC和Steidl)合作制作他们的“立方体”标识,现在与乔瓦尼·比安科(Giovanni Bianco)位于纽约的GB65公司合作开展他们的活动。“老实说,我认为最重要的是我们希望它能感觉到-从袋子到标签,再到每一件衣服-就像不存在的东西,”Pookie总结道。
After just one season the duo teamed up with Stockholm-based architecture firm Bozarthfornell to design their first New York flagship store
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The 2,500 square foot Grand Street boutique, is rooted in the same nostalgic minimalism that Trademark has quickly become known for in their women's, men's and accessories collections
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'For us the retail store really felt like the right way to get the whole concept to come together,' says Pookie
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They now have their sights set on California - either LA or San Francisco - as Louisa explains, 'Online, San Fran is our second biggest market after New York'
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Immersed in fashion since birth, their father is business enterpriser Chris Burch and stepmother is designer Tory Burch
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'We actually did all the branding before we even started working on the product,' says Louisa
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'That exercise really gave us the understanding of bringing all of those details into the product'
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They worked with Paris-based, creative and art direction agency Consorti and Ohlman (whose clients include CR Fashion Book, APC and Steidl) on their 'cubic' logo
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'I think the biggest thing honestly was that we wanted it to feel - from the bag to the label to every piece of clothing - like something that didn't exist,' sums up Pookie
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keywords:Trademark, Bozarthfornell, Tory Burch, Chris Burch, Consorti and Ohlman, Giovanni Bianco
关键词:商标,Bozarthfornell,Tory Burch,Chris Burch,Consorti and Ohlman,Giovanni Bianco
时尚品牌的概念通常不是从品牌本身开始的。路易莎·伯奇(LouisaBurch)和她的妹妹普尔(Poo)一起推出了美国品牌商标,她说,实际上,在我们开始研发该产品之前,我们已经做了所有的品牌。
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