iLab de Surgenia

CREATING ICONS IN A WILD WAY


Within the research in Fashion (and accessories) that the Surgenia Trend Observatory develops, a quite interesting tendency has been detected in this sector: the creation of icons based on subjects from the animal world.

It can be observed that this "hunt" has occurred previously in other sectors. Memorable examples include the image of a thoroughbred horse in the automotive sector (in the case of Ferrari and Porsche brands) or the well-known panda of WWF - World Wide Fund for Nature too.

This persecution, in most cases, can expect the creation of universally recognized concepts, mainly logos (with their various applications), images that have come out from a combination of vision and creativity of the company, with some shared values in different markets and adapted to a contemporary language. In our opinion, it never ceases to be a search for a better positioning in the market, or failing that, a monitoring strategy to the industry leaders that have implemented this type of actions and were successful, such as LACOSTE, or all the Cartier animal iconography.

Well, as it can be imagined, the field of fashion and accessories has followed this tendency and, as in the Medieval period the animal figures were used as a metaphor of some virtue, they are being used to convey the values of the brand to the consumer.

Some examples of this tendency can be found in deluxe bears, horses embroidered on shirts, the feline iconography of a jewelry firm, sharks for a more conservative segment ... and even duplicating the icons and that different brands use the same image.

Simply, and in conclusion, let's hope that this trend will not become too widespread and all our beloved anagrams-pets have their place in the jungle that is the fashion industry.