The image and reputation of emerging brands are fragile. A repositioning can be dangerous. At Berlin based label Goetze they took the risk and tell us how it went
It is becoming increasingly difficult to establish a new brand in times when most relevant names are backed by corporate heavy-weights like Kering or LVMH. All the more difficult must it be to decide to re-position a still young and emerging brand whose reputation is still fragile.
Berlin based menswear label Goetze did just that. It was founded by Sissi Goetze in 2011 and in 2015 she decided to take a break to reflect and re-think. Lars Paschke is Associate Professor for Fashion Design at the Universität der Künste in Berlin and also friends with Goetze. He is her support when it comes to strategic development and image direction.
In this conversation, Goetze and Paschke tell us which changes have worked, which haven’t and whether the relaunch was a success.
(Title image spring summer 18)