Fashionism offers an invitation-only rewards program that gives members discounts at hundreds of popular luxury retailers, such as Saks Fifth Avenue, Donna Karan New York, and Helmut Lang. As members shop on the websites of participating brands, they can get free shipping or up to 15% cashback on their purchases. Members can earn even more money by referring their friends.
After Squat New York was enlisted to modernize and re-envision Fashionism’s brand, we investigated exactly what the new generation of luxury consumers is looking to gain from luxury merchandise. It’s not just about rare, or expensive-looking items that showcase their social status anymore. Today, the exclusivity of luxury brands and products is only appealing in so far as it spotlights the buyer’s intelligence, personal attitude and individuality. Understanding this mentality allowed us to cater the entire experience of Fashionism’s brand assets to the more sophisticated taste of modern shoppers. As consumers also tend to place high value on the superior quality and feel of luxury products, we shaped the copy around members of Fashionism getting access to truly high-end brands for a bargain.
As both the edgiest and most sophisticated of colors, charcoal black was our star shade. We made it the backdrop for all of the new stationery items: business cards, envelopes, and a letterhead. Many were embossed with the monogram “F” in a slick gold that stands out starkly against the heavy, black color scheme. That same gold and occasionally white or a hint of grey was splashed onto other minor details. We also swapped their existing, ultra modern typeface with a classier, more elegant-looking type. This font was then applied to the all marketing flyers and the new, minimalist logo design.