Material vision into fashion: design, branding and innovation in the process of setting up a fashion label, case Luxaa

Abstract

The objective of the study was to examine the role of design, branding and innovation in the process of setting up a fashion label. These key terms provided the theoretical point of view to my thesis. The aim was to explain these concepts and describe the relationship between them. Operational point of view explored the process of setting up a label and within this framework the thesis introduced one real-life example; Luxaa. The material innovation created the foundation for the whole concept of Luxaa.

The thesis is a qualitative case study that provided a deep knowledge of the case. Main sources of evidence were observations and a semi-structured in-depth interview of Anne Trautwein who is the founder and the designer behind the label. As a method I used qualitative content analysis. The main purpose of the study was to link the theoretical point of view with practice and to analyze how design, branding and innovation can be seen in the process of setting up a label in the case of Luxaa.

Findings of the study showed that all these aspects are meaningful factors and together they can be a benefit for a start-up company. The study states that in Luxaa’s case the process has been innovation-driven and all these aspects are visible in the label’s actions and philosophy. Luxaa as a label is a combination of visionary thinking, meaningful innovation, strong brand vision and high-quality design guided by the philosophy Material Vision Into Fashion.