The ISSUES
CONFUSING BRAND IDENTITY
While being supported by Fashion East and Newgen for over three years allowed Katie
Eary to extensively experiment with her identity as a designer it also, as a consequence,
confused the media on the creativer position of the brand. However, the recent urge
for commercial success in a time of financial independence has led Eary to shift from an
innovative artistic label to a more wearable- self proclaimed ‘street couture’ – label.
ASIAN SUCCESS VS WESTERN NICHE
Katie Eary’s most faithful fans are based in North Asia while Europe remains her creative niche base. The focus on commercial success in Asia has led to a lack of promotion
towards the western market.
SS13
POOR COMMUNICATION
The self-managed company has long lacked of consistency in the communication with
its audience and poor attention has been given to the social media pages of the brand,
which shouldn’t be underestimated in the age of digital promotion.
AW11
Customer complaints
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