Fashion Week: New Personalities emerge from Established Names

By Dr Angela Adrian

Abstract: The single most valuable intangible asset in a fashion business is the brand. It comprises between 50 – 60% of the company’s value.  The best method to capitalize on this value is to create unique images and define clear brand strategies. This is important both from a consumer point of view as well as the fashion house’s perspective. Fashionistas invest in brands. They want to be aligned with an image. How can brands garner consumer esteem? Copyright law would need to be extended to include fashion. Trademarks may not be enough protection. Guernsey’s Image Rights Ordinance and Registry may be able to solve this dilemma.

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