A new online player in the fashion industry
As part of the consumer revolution, going on now since the end of the last century, online shopping is taking a new signifiant turn. Online shopping was seen as a therapy from retail, a no-man’s land where most of the gain was due to lower prices and availability. Most of the websites were just an appendix to a shop chain, or even blank spaces. But a new voice came online : the blog. With blogs, people (not brands) are taking control of content, and are addressing their vision to the world.
One of those clients came to Coast, a trio of passionate entrepreneurs, just quitting their jobs in the fashion industry. Their vision : selling fashion in a way to different to others, putting the customer in the center of the game. A brand for girls that don’t want to be pigeonholed.
Coast global brand
The goal was to create an identity that would underpin their positioning as a community brand. We worked on several levels, the original logotype being the central part of the creative language; adaptable to different circumstances. The look and feel of the online shopping website was devised as a blog, with many options and stories to look at. To create the sense of community, models were chosen and stories were made to reflect the street-shooting atmosphere. Furthermore, we art directed and shot the session in one full day, contributing to the sense of urgency and spontaneity street fashion has.
As a new online player, vendredi Chic is a brand with down-to-earth roots with a selective approach to fashion, allowing girls to mis-match, shout and play. We at Coast are proud to be part of this story, to be launched in november 2010. Stay tuned!