audit 2
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6<br />
Ed Hardy<br />
In 2016 the brand launched a menswear collection, which was stocked exclusively<br />
at FootAsylum. Comparative analysis of the 2016 menswear collection to the original<br />
brand makes it evident that the brand’s new line has tried to change direction to the<br />
original brand aesthetic. There is still reference to the spirit of the brand but the overall<br />
aesthetic is more subtle and toned down. Ed Hardy’s original brand has a strong<br />
identity. Trying to disrupt this could cause issues and could leave audience confused<br />
and left feeling the brand is inauthentic. The new collection’s current techniques fail to<br />
be fashion forward and could leave the brand one step behind due to their attempt to<br />
pursue high street trends. In 2016 the brand also collaborated with Illustrated People,<br />
effectively tapping into nostalgia and revival trends. However it lacked confidence<br />
similar to the menswear collection and due to being a collaboration only partially<br />
communicates the original brand aesthetic.<br />
Logo from Ed Hardy x FootAsylum 2016<br />
collection, photographed by Juanita<br />
Richards<br />
Top to bottom: Illustrated People x Ed<br />
Hardy 2016 collaboration, Asos. Ed<br />
Hardy x FootAsylum 2016 collection,<br />
photographed by Juanita Richards