FUTURE OF DENIM BRANDING COMPETITION FOR FASHION STUDENTS
A new competition for fashion design students worldwide launched by Avery Dennison Retail Branding and Information Solutions (RBIS), a global marketer in apparel branding, labelling, packaging, embellishments and RFID solutions.
The Future of Denim Branding Competition is a collaboration with ARTS THREAD a platform supporting young designers and has some of the industry’s most important designers – i.e. Adriano Goldschmied and denim experts from Levi’s, Calvin Klein, and Karl Lagerfeld on the judging panel.
The competition aims to create a new perspective on the branding of denim as Avery Dennison explains “Garment branding can have a significant impact on consumer perception and purchase intent,”, Dennison recently released a global industry report called the ‘Power of Branding Solutions’ from his research on-garment branding through labels, tags, and packaging, which he claims can help increase consumer purchase intent by an average of 17 percent.
Tim Voegele-Downing, Global Creative Director at Avery Dennison RBIS stated;
“Through the Future of Denim Branding Competition, Avery Dennison RBIS hopes to inspire emerging designers to combine intelligent branding with design creativity to tell an exciting brand story….We’re looking for a designer who thinks outside the patch, setting a new standard for denim branding.”
Any company regardless of their sector should be aware of the importance of intelligent branding and the crucial role it plays in the company’s success. Branding will determine how the consumer perceives your company and whether it is cheap or premium, outdated or progressive. The fashion world however is particularly focused on aesthetics and the visual elements are paramount.
Creating the right mix of personality, style and design in successfully branding a company is what every designer strives for. This competition will focus you, as a designer, on two important areas of the fashion and textile industry; Branding and Denim.
The current market value for denim textile is almost €50billion worldwide making it one of the most important markets in apparel. Denim is a textile that attracts every buyer and can be found across the whole spectrum of the fashion and apparel industry, from supermarkets to designer boutiques, with prices ranging from €10 to over €2000.
As we’ve seen from last month’s fashion weeks, denim was a noted trend and was remarked to be having a sort of comeback however it was only 2 months ago in August that reports of a substantially damaging 6% drop in sales of denim had the industry questioning if denim was actually going out of fashion.
The competition is open to students in full time or part-time education on any art and design course or a recent graduate (must have graduated after May 2013), provided they are not currently employed by an apparel brand as a designer or within the creative team. Entrants must also be able to work in the UK (EU region) or USA.
Applicants are challenged with designing the branding for a five-pocket jean by integrating intelligent branding with design creativity using the template provided :
Finalists will then be sent a pair of jeans to customize using the Avery Dennison RBIS UNITI DENIM demonstration brand. The jeans will be a blank slate, with the goal to encourage creativity and incorporate a variety of techniques and materials to drive original design ideas.
The winner will receive a paid internship with the RBIS creative team who will work with them in creating their winning design, tutoring them on how to bring the design from idea and artwork stages to realising the final piece in garment manufacture. Up to 10 finalists will also have the opportunity to showcase their original design ideas alongside the overall winner at the industry event showcase in June/July 2015.
The winner will be announced at a grand finale industry event next summer, showcasing the winning design and final product to denim experts around the world.