Future-proofing a fashion disruptor
Creating a better, digital, more sustainable future for fashion.
Active in over 40 countries and boosting brands like Calvin Klein and Tommy Hilfiger, PVH has become one of the world’s largest fashion companies. Its rich history is everything but holding the company back from looking forward. Propelling towards a sustainable, honest, digital and futureproof industry, their mission is nothing less than to drive fashion forward for good.
Hatch and Stitch 3D, two SaaS startups meant to fire up innovation for PVH, merged into one to change the way fashion is made. From design to sales. Because digital innovation is possible in each step of the value chain.
Stitch by stitch
So, you aim to turn the fashion industry upside down. What would be the brand challenge? Unless they’re gymnasts or Jack Johnson, people don’t like to be turned upside down. Or as Anne-Christine puts it: “Transformation means change. Whenever we’re confronted with change we initially don’t like it. In science they call it the Kübler-Ross change curve: the curve starts with a slight peak, sparked by the ‘shock’ of newness. Followed by a downward curve of ‘denial’, ‘frustration’ and at the bottom ‘depression’. But then comes the upward curve: ‘experiment’, ‘decision’ and ‘finally’: ‘integration’."
Stitch aims to educate the market. To be a showroom to sell fashion and a digital fashion studio. A space where creatives can create and co-create. Ultimately, optimizing workflows and providing a digital space where wholesalers, designers and buyers cooperate.
Verve was asked to create a brand that is as innovative as it is fashionable and as technical as it is easy. A gordian knot? Of course not, we love unraveling brand challenges like this.
Besides finding logical solutions for apparently paradoxical characteristics, we also needed to come up with a brand that convinces fashion companies to move from shock, denial and frustration to experiment, decision and integration – pulling them out of their Kübler-Ross dip.
Making fashion look forward to play with Stitch
After venturing into several creative directions, we landed at one that instantly felt logical and natural: to communicate this fundamental transformation by using the core of fashion: fabric.
Playing with fabric of fashion, zoomed in and from the bird's eye perspective, we communicate that Stitch creates overview without losing tactility. Nostalgic graphics mixed with vibrant colors provide a feeling of forward looking innovation as well as trust. Supporting the connection Stitch establishes between centuries old traditions of fashion and new frontiers of digital possibilities.
Presenting Stitch for what it is: a central point where the best of two worlds comes together. Making Stitch the new fabric of fashion. Speaking the fashion industry language in copy and image. Perfectly balancing technical innovation, digital pragmatism and pure fashion.
Bold and outspoken enough to be a scroll stopper, a head turner and an image to remember for a broad audience, but also insider enough to speak to die hard fashion people. High-end enough to replace your analog process and easy enough to look inviting and playful.
Stitch is the tool that allows us to keep creating fashion in a sustainable manner.
