“Fashion branding is the context that surrounds the garment as well as the image that designers, retailers, manufacturers, and promotional consultants create in order to encourage consumers to buy new items.” (Joseph Hancock, Brand Story pg.5)For the name of my product I had to do some research on terms, sayings, names, anything that embodied astrology and was appealing to the customer. So the name I decided on was “Fortuna.” It is from the Latin fortuna, fortune. It is interchangeable with Part of Fortune. The Part of Fortune in layman’s terms is a representation of worldly success that is achieved mainly through the persons own efforts. It brings us the most joy through the final achievements of our own personal achievements. “Fashion branding can make fashion seem fun, exciting, innovative, and unique; fashion brands need a solid identity to be understood by consumers.” (Joseph Hancock, Brand Story pg. 5)
The logo is the sign of Part of Fortune sign which is a simple X inside of a circle, and then behind that is the different astrological signs. I didn’t want anything crazy extravagant but I still wanted it to represent the brand and what it is we are about. “Fashion branding shapes and contextualizes a garment or accessory to establish its identity.”(Joseph Hancock, Brand Story pg.5)
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