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Development of the visual identity of a new lingerie brand
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of the research was to show best practice of the development process of a visual identity for a new, luxury lingerie brand. A part of the research was also to learn about luxury brand values and visual identity by studying other luxury lingerie brands and use that as input for the development of the new brand. The study started with a literature review, investigating the areas of brand identity, brand visual identity elements and visual identity development process. The performed empirical development of a new, luxury lingerie brand’s visual identity brought learning about the preferred procedure. The general principles for the development, with four main process phases of planning, brand platform development, concept development and implementation that was collected from literature was useful because it gave an overall structure to the project. The concept phase of the development started with idea generation and a consumer evaluation of the concepts. A design theme was then chosen for the selected concept, and the detailed design of the visual elements was developed. A conclusion from the project is that the design theme should have been developed for each concept proposal before evaluation, so that the consumers could have got a feeling for the complete design style and have given more correct feedback.

Place, publisher, year, edition, pages
Keyword [en]
brand, identity, lingerie
National Category
Economics and Business
URN: urn:nbn:se:hb:diva-858OAI: diva2:858961
Subject / course
Fashion management
Social and Behavioural Science, Law
Available from: 2015-10-07 Created: 2015-10-05 Last updated: 2015-10-07Bibliographically approved

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