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Fragment brand how to#

Nagao, better known to you and me as NIGO (a nickname Fujiwara gave him) went on the create streetwear powerhouse A Bathing Ape. Takahashi went on to create the brand UNDERCOVER which has since collaborated with Nike on multiple capsules. Jun Takahashi and Tomoaki Nagao learned the tricks of the trade under Fujiwara at GDEH. Fujiwara took two budding designers under his wing and showed them the ropes.

He blended all of these qualities along with his background in Hip Hop and Japanese culture to create an aesthetic everybody loved. Abbreviated to GDEH, Fujiwara drew inspiration from vintage Stussy pieces, surfing and BMX’ing. Boasting an impressive portfolio, it is not hard to see why Fujiwara is held in such high regard in every industry he dabbles within.įragment Design is not Fujiwara’s only clothing line, however, as he also has an incredible graphic t-shirt label called GOODENOUGH on his resume. Hiroshi, nicknamed the “Godfather of Streetwear”, has had such an influence on the sneaker and streetwear culture over the years whilst remaining true to his original approach. Fragment Design began its journey in Tokyo, back in 2003. The idea Fujiwara had for the brand was to bring together design, marketing and culture. Who is Fragment Design?įragment Design is one of Japan’s most influential brands when it comes to the fashion scene. Hopefully, by the end of this article, you will have a better understanding of how much of an impact Fragment Design founder Hiroshi Fujiwara had on the sneaker and streetwear industry we know and love today. Before we can discuss the upcoming Jordan 3, we take a look back at what Fragment Design is and some of the other joint projects they have released with Jordan. To Distility that’s an authentic brand.This week we see the return of one of the best collaborations Jordan Brand have ever worked on, their efforts with Fragment Design. What truly differentiates a brand in the marketplace is a purposeful, committed, and shared understanding of how the company needs to be perceived to achieve business success. Every marketing spend is just a point in time event, providing you with no build-up over time in terms of brand awareness, consideration and loyalty. Moreover, your own people may feel they don’t even understand what kind of team they’re a part of – and wonder why they are even part of it at all. You may find your audience or stakeholders struggling to buy into a story told by multiple voices. In trying to be everything to everyone, you end up doing nothing well enough to really stand out. There is lots of energy, which is fantastic, but it just creates confusion. The fragmented brand is the most chaotic and frustrating for the team. How can you commit to a brand without clarity around these fundamentals? A lack of an overall business strategy that precisely defines the target customer, what they are being sold, and what competitors the team must differentiate against.Leadership that encourages the brand being everything to everyone, and neglect the potential of a focused brand strategy.Team members who re-invent the brand when it isn’t asked or required.A rush culture that can’t create the time for brand marketing collaboration and consensus.

Fragment brand how to#

A creative culture that doesn’t know how to promote, manage, or – when required – kill ideas.

This diagram sums up the way most brands go wrong, and what it takes to get to the holy grail of the authentic brand.Ĭlients who come to Distility with a fragmented brand are usually fed up with time wasted, opportunities lost, and the general inability to get their team aligned around a unifying “story” “message” “idea” or what we eventually have them calling a “brand promise, position and personality.” The fragmented brand breeds from any one of these scenarios: This post is one in a series on our biggest brand strategy secret here at Distility: That most bad brands can be traced back to a failure of exploration, a failure of commitment or both.