In my research, I found numerous fashion labels with similar branding styles,VOGUE, ZARA, GUESS, BVLGARI, Dior. All brands have no use of colour and use serif typefaces in their word marks. Each brand, a part from one, also had their word mark completely capitalised, with the typeface standing tall and narrow, as if to make a statement. So that I don’t blend in to the generic fashion industry, I plan to contradict these industry standards. I notice that all of these brands are missing the use of colour, lowercase, spacing and even illustrations/icons. My aim is to utilise these design processes to stand out in the industry and gain a target market. These brands have a target market of generation x and baby boomers with a high salary income to afford these brands. I plan to target these age groups, however set in the future where the world will be more developed to climate change.