Sometimes "thinking outside the box" goes a little too far...

Canadian designer Nada Shepherd, Creative Director for NADA, went the unconventional route and showcased her 2010 F/W collection titled "Future Fashion/Fashion Future", in 3D format at a movie theatre for a private audience of media and industry personnel. Does that make sense? The designer, www.nadadesigns.com, has done something obviously unconventional, but also, I think, out of context, by showing her collection as a computer graphic instead of in the traditional runway fashion.

Looking at her previous collection (S/S 2010 was the only one available on her website), there is nothing unconventional or radical about her collection. Her clothes are definitely wearable and drape beautifully (I saw this lace and sheer dress that looked like it was on an episode of Gossip Girl last week). From the main page of her website and throughout, her designs are presented as elegant, sophisticated, and flatters a woman. The story is high-end without all the stiffness - I get it.

The decision to showcase her 2010 F/W collection as a 3D movie, however, transitions away from all that. For anyone who has not heard her name before, this confuses the heck out of you. Looking at her website, which clearly is the medium for delivering and establishing the message of the brand, and then being exposed to her new collection does not tell a consistent story. The time has jumped from one decade to another, instead of a year. Where is the consistency in her message? What is her message?

Just watching her production from a fashion perspective, you'll be able to see that it does not do any justice to her collection. Think about it, before you actually see it - how does the format showcase the clothing in real time? How do you NOT get distracted by all the graphics? How do you get a sense of the draping of the fabrics and the vibrant hues without seeing them with your naked eye? Now, go to the website and see for yourself: www.nada3d.com

Doesn't it look like the Designer should go in to film production? It was a good platform to showcase the graphics company; but not a Fashion Show.

I can't stress this enough - in order to build a stable, successful, and profitable brand, you must maintain a consistent message. This message needs to speak clearly to your audience and make an emotional connection with them. Confusion is an emotion, but that's not the one you should strive for.

If your company is young, and still in the process of defining its identity, that's fine, as long as you have deep pockets and willing to invest extra time to build it up to its full potential. However, we are still in a recession, and the availability of technology has changed the way the consumer is educated about products, and choices. So, brand loyalty is even more of a challenge.

How do you build brand loyalty? Appeal to the consumer's emotion through a direct, consistent message that represents what your brand stands for.

Purpose.