Brief

Re design the biba brand so it fits in to today's fashion industry without loosing the essence of the original brand.

Background

My research suggests that the original 'Biba' brand was one of London's most fashionable clothing brands during the 60's. It was revolutionary in the idea of fast fashion turnover, with a new range of styles every other week. The Biba style connected with the post war london, with the bright colours and versatile patterns contradicting with the suburban concrete grays of the streets and city blocks. It was also one of the first brands to aim their product at a younger audience, people in their late teens and 20s. It also reflected the 'androgynous' figures in fashion at the time, with the likes of 'Twiggy' and 'David Bowie' shopping at Biba most clothing where unisex to follow the latest trends at the time, encouraged by the music industry.

Solution

I re-designed the logo and brand, giving it a more upmarket feel, this was done In order to preserve the respect and cult value of the original Biba. If the brand was to be aimed at the same audience as it was in the sixties it would be competing with the likes of 'Topshop','Mango', 'H&M' and various other highstreet brands. But because of the already established cult status of the old brand the new brand needs to be more exclusive and look towards 'one offs' and see itself as a 'designer brand' rather than 'high street' fashion.

I would also change the name to 'Biba Philosophy' to suggest that the brand has just kept the most interesting aspects of the original brand. These aspects include the trend setting styles and sought after 'biba experience' as well as the laid back boutiques with a cafe or a fashion library in the corner of the shops so you can spend a day in there just enjoying the fashion experience.

I think the brand should be aimed at the female market though, since unisex clothing is not always in fashion. Also the new brand is more organic and feminine. With the logo reflecting the this with the curves of the 'Bentwood' hat stands, which became an icon for the 60's biba and featured instead of coat hangers in the stores. These subtle links makes it possible for older generation to recognize the 60's biba within the new brand yet does not date it in the eyes of the present target audience.