Designing for the Long Term

Mark Dziersk ,VP of Design at Brandimage-Desgrippes & Laga, one of the world’s largest design and branding firms, has an interesting post today on the FastCompany blog.

As is the dialogue from many in the field, he states “design thinking, combined with sustainable ideas and sustainability for that matter, will create enduring business successes.”

When I read this article, I couldn’t help but think of two brands really pushing the envelop for sustainability, design and style.

Both Patagonia and Howies make high quality clothing with a sustainable, low impact model to boot.  What I really admire about both of these brands is that instead of trying to keep up with the ebb and flow of fashion design, both have opted to take the time to craft timeless pieces that are engineered to last.

Imagine that!  A clothing company designing pieces you can have for years.  Quality so good the garment can be passed down from generation to generation.  Sweaters built from fibers that allow for 100% recyclability.

As Americans look closer and closer at who (yes, brands are considered a “who”) they’re giving their money to, it will be brands like Patagonia and Howies that survive in the long run.

Some may ask, “What about Nau?”  Their product carries the same eco-cred as Patagonia and they barely escaped extinction.  The difference, in my opinion, is Nau products(although beautifully made) are fashion inspired.  Their product mix must mimic the roller coaster world of high fashion  to stay relevant with consumers.  With that comes astronomically high retail prices and garments that may look cool one season but a bit out of place the next.

I believe the key to long term growth for any business is total transparency, a high quality product and perfect customer service.  I know…real original.

~ by mfkekoa on June 1, 2009.