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Product identity and functionality: friends or foes?
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What are luxury goods good for? How about a pair of socks or sneakers? In this episode, Rei and Ana talk about apparel’s two opposing forces - product identity and functionality - is deeply embedded in creative, strategic and operational decisions that shape apparel’s business models. Some products, like luxury items, over-index on identity; others, like Uniqlo or Muji, are deeply rooted in functionality. To succeed, apparel brands need to have a mix of both. But what is a good enough product? And can too much identity become a liability? Listen to discover.
Follow Ana here:
- Newsletter "The Sociology of Business"
- New book "Hitmakers: How Brands Influence Culture"
Follow Rei here:
- Rei's LinkedIn
- Newsletter "The Intersection"
- Rei's global innovation firm I&CO
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