In today’s overcrowded fashion market, your brand must have a clearly defined brand identity in order to become or stay successful. A brand identity is not just about a logo but involves the brand’s overall image and consumer experience. Your brand has to be recognizable, as well it has to be tailored to the tastes and lifestyles of the consumer group you are targeting. Unfortunately, when people start with a brand, they often base it on current trends and don’t think about the brand’s future. As a result, the brand’s overall image will soon feel dated, quickly losing its ‘cool’ status, resulting in fewer sales and, most likely, its downfall. Therefore, creating a brand concept that can grow and develop over the years is essential.