VISUAL STRATEGY GUIDE
CONTENTS 01
OUR HISTORY Brand Overview The Timeline
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OUR FUTURE Brand Soul Mission Statement Brand Potential Keywords Current & Future Competitors Personas
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COMPETITORS Current Competitors Adjacent Competitors Future Competitors Brand Attributes
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chapter Brand Timeline
Brand History
OUR HISTORY 02 ESPRIT VISUAL STRATEGY GUIDE
OUR HISTORY
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ESPRIT
VISUAL STRATEGY GUIDE
OUR HISTORY
BRAND HISTORY Esprit is an international fashion brand that represents style and quality since 1968. Founded in San Francisco by Susie and Doug Tompkins, Esprit works on a basis of creativity and responsibility, fused with a sunny Californian attitude. Effortless style, authenticity and easy-going living are at the heart of the brand’s philosophy. These positive values shine through at every level, from the laid-back tailoring to the made-to-last quality, use of natural materials and responsible production.
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OUR HISTORY
Hong Kong: The Esprit Far East Group is born when Susie and Doug Tompkins meet Michael Ying, the former Group Chairman and Shareholder of Esprit.
San Francisco: Esprit initiates the worldwide campaign “What would you do to change the world?”
San Francisco: For the first time ever, turnover exceeds 100 million US dollars. Independent Esprit companies are founded in Germany and Hong Kong.
1992 1990
1978
1971
1976
1968
San Francisco: Susie and Doug Tompkins begin to sell the first fashion line from the boot of their estate car.
Cologne: Esprit opens its first German store in Cologne. The revolutionary design line for architecture and interior design in the Memphis design is the inspiration of Ettore Sottsass.
1986
Esprit starts out in Germany under the name Esprit de Corp. with young sportswear and rapidly develops into one of the most successful fashion brands on the European market. CEO Jürgen Friedrich establishes the Esprit European Headquarters in Düsseldorf.
Times are changing – but this is not the case with Susie’s and Doug’s commitment to social matters. One example of this would the “What would you do?“-campaign be that draws attention to the topic of HIV prevention.
OUR HISTORY
New York: Esprit Holdings Ltd completely buys back the American brand rights and has since been one of the few global companies with 100 per cent worldwide ownership of a brand.
Esprit launches the new label de.corp ESPRIT URBAN CASUAL young, urban and feminine.
2020 Esprit launched the Craig & Karl campaign to raise awareness on topics such as diversity and equal rights for LGBTQ+ people.
2021
2008
2010
2007 2003
1995
2000
A brand takes a stand.
Together with UN Women National Committee of Germany Esprit launched the “WE ALL” campaign in celebration of International Women’s Day on March 8, 2019.
2019
Esprit goes red
New York: The Esprit licences Esprit eyewear, timewear, bath+bed, socks+tights complete the Esprit lifestyle world.
Alibaug/India: opening of the SOS-Children’s Village as biggest cooperation project between SOS Children’s Villages worldwide and Esprit.
edc by Esprit becomes an independent brand with an independent team and its own strategy.
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Current More to come ...
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chapter
Who we are
Who we were
Personas
Mission Statement
Rebranding Objective
OUR FUTURE 08 ESPRIT
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VISUAL STRATEGY GUIDE
The only way forward, if we are going to improve the environment, is to get everybody involved. — Kira Simpson
OUR FUTURE
Rebranding Objective Our mission is to be an agent of good and to change the world. We organize activities across the globe and take actions that make a difference. Our aim is to foster each individual’s well-being and build a sense of togetherness essential for community building. always celebrating real people and togetherness, in line with the brand’s promise: “We want to make you feel good to look good”. Esprit can make the whole world a better place. We believe that every action will help. This sense of social responsibility has enabled the brand to become an influential brand, hosting social and charitable events. Get closer to nature and the ocean.
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OUR FUTURE
ESPRIT DE CORP Esprit Holding Limited is a publicly owned manufacture of clothing, footwear, accessories, jewelry, and housewares under the Esprit label. The ESPRIT brand name is licensed to other manufactures. In addition, the group owns the Red Earth cosmetics brand.
NEW MISSION STATEMENT Through sharing, educating and campaigning on global environmental brands, advocating environmental protection for everyone, live with the idea of environmental protection, so as to better protect our earth.
NEW APPROACHES Esprit looks future into the future. According to our three keywords, Eco-friendly, conscious, and refreshing, we extend our services to various forms, including products, services, environment, education, experience, event and co-branding.
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KEYWORDS Eco-friendly Environmentally minded actions that cause minimal harm to the earth.
Participation In the retail niches, involve your customers in your recycling programs. Develop imaginative and environmentally friendly activities to engage customers.
Consciousness Let people have more about environmental protection and the earth have a good awareness, so as to have the right direction.
OUR FUTURE
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PERSONAS “Personas” are virtual representatives of real users and are used in the early stages of product development and design. Personas are critical to the success of a product because they drive design decisions by taking into account the needs of the general user before the actual design begins and bringing them to the forefront of the planning. Roles provide the team with a common understanding of the users in terms of goals and capabilities.
OUR FUTURE
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Personas
Amanda Meyer Environmental Enthusiasts Teacher
32 years old, Female Los Angeles, CA – She likes to go to second-hand clothing markets in her spare time. Because she likes vintage clothes, she thinks she can buy clothes there that are cheap and look good, but also very environmentally friendly. – She loves life and takes her children out to play and feel the nature in the holidays, because she can let the children get close to the nature consciously. – She loves life and takes her children out on holidays to feel nature because she can bring them to be close to nature consciously. – She likes to participate in charity activities, because she thinks that she can meet more like-minded people and discuss relevant topics in activities. – She wants more knowledge about how to protect nature and healthy green so that she can pass it on to her children and students. – She wants to know more about how to be a good environmentalist, because she wants to influence everyone around her better through her environmental awareness.
Eco-friendly Participation Consciousness
– She wants to have the right concept to guide the people around her, because she likes to lead others, but she is not experienced enough, so she is not quite clear about the right direction for some things. She wants to have more opportunities to study.
OUR FUTURE
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Tad Shaw
Minimalism Design Student Student
21 years old, Male Portland, OR – He likes nature. He likes to go for a walk with his friends on weekends, because he can reduce his pressure after intense work and study. – He likes simple, natural colors like blue and light green. Because he thinks he’s closer to nature. – He likes to match his clothes. He doesn’t spend a lot of money on clothes because he thinks he can tailor them to make them different and more unique. – He likes to share things and activities related to environmental protection with his friends, because he took part in many activities related to environmental protection before, from which he learned a lot, which he thinks is very meaningful. – He is a very frugal student and he doesn’t want to spend a lot of money on clothes because he likes cost-effective products and clothes. – He likes to match his clothes. He doesn’t spend a lot of money on clothes because he thinks they can be changed by himself. – He likes nature. He likes to go for a walk with his friends on weekends, because he can get closer to nature.
Eco-friendly Participation Consciousness
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Personas
Perry Burke Philanthropist Freelance
50 years old, Male Chicago, IL – He usually like to cook some food, do not like to eat outside, because he thinks that his own cooking will be assured. – He likes to leave his bags alone when he goes to the supermarket, because he thinks it can save money and is environmentally friendly. – He likes to participate in some environment-friendly activities, because he can not only learn more, but also enrich his free time, he will feel very happy. – He thinks that children like to take them to nature at home or on weekends, as well as at school. Because outdoor activities are good for children’s mental health. – He has five children, two of whom are already working, an eight-year-old daughter and twin boys. He likes to go out with his children on weekends because he can not only bond with them, but also enjoy the joy of nature. – He also does some meaningful things in his spare time, such as planting trees or taking part in volunteer activities. Enrich your life. Because every time he takes part in such activities, he feels very proud.
Eco-friendly Participation Consciousness
– He wants to take part in more public welfare activities and gain more relevant knowledge. Because he thinks learning more about environmental protection can better influence the people around him.
OUR FUTURE
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Ivy Liu
Fashionable Personage HR Manager
33 years old, Female Vancouver, BC, Canada – She likes fashionable clothes, and she mix them with her own. Because she has a good knowledge of clothes in her life. – She likes nature and likes to buy small items, especially those related to the environment. Because she feels that she is very insignificant to people, but she can make a contribution and can also reflect the existence of value. – She likes to take part in social activities related to environmental protection, because she wants to protect our earth by doing her little part. – She loves fashion brands, especially the stories behind the brands, because if the brand has a great sense of social responsibility or is related to environmental protection, she will have a better impression of the brand. – She also has a good habit of sorting garbage at home. Because she thinks that to protect the environment, we should start from small things. – She wants to go to various markets and charity activities in her spare time, because she wants to share more knowledge with others. – She likes to go to the second-hand market to buy and exchange some better looking clothes, because she thinks that useless things can have more value. Eco-friendly Participation Consciousness
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Personas
Cliff Davis Mountain Climber Retired old man
70 years old, Male Boston, MA – He has the habit of collecting bottles, because he thinks the problem of white pollution is very serious, so he will do bottle recycling in ordinary times. – He and his wife will pack up the clothes and other things they don’t use at home and donate them, because they want to help more poor and needy people. – His lifestyle is also very healthy and green, because he has a good lifestyle. – He takes the trail every day, because he has a lot of time after retirement. He likes nature very much, and he also likes walking to exercise his body. – He wants to learn more scientific ideas of environmental protection, because he thinks environmental protection is an indispensable part of life, and he thinks it is the best answer to nature. – He wants to live the rest of his life to the fullest, because that is what makes life meaningful. – Although he is not in good health and has some chronic diseases, he has a very optimistic attitude, because whenever he sees the sea and the natural scenery, his mood is very comfortable.
Eco-friendly Participation Consciousness
OUR FUTURE
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Eloise Hu Forest Keeper Yoga Instructor
36 years old, Female Austin, TX – She herself is an environmentalist, because she is very concerned about natural and Marine pollution, and she thinks environmental protection is a very serious social phenomenon. – She doesn’t like clothes from fast fashion brands because she thinks they’re wasteful. – She is very strict in the classification of environmental protection at home, because she does not want to make a big impact on the social environment because of her convenience. – She wants to be more involved in crafts and group activities in her spare time because she enjoys meeting new people. -- In life, she likes to participate in some public welfare activities, because she thinks that life will be more meaningful. – She wants to get more involved in crafts and group activities in her spare time because she enjoys meeting new people. – Since she doesn’t have children yet, she will spend a lot of money on herself, but probably not on clothes.
Eco-friendly Participation Consciousness
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Personas
Rita Chaves Packaging Collector Company employees 27 years old, Female Toronto, ON, Canada – If she likes something, she will buy two, because one can be used and the other can be displayed. – She has a strong interest in movies and toys, and also likes packaging and collecting, because collecting and appreciating packaging is an important part of her life. – She thinks recycling is in a sense irrelevant to her because she would never throw away valuable packaging. – She will see the packaging as a visual pleasure, because when she opened the packaging the excitement is indescribable. – When she goes shopping, she always spends more money and chooses to wrap the gift instead of a random bag, because she thinks that the beautiful wrapping can make the gift more valuable. – She can’t live without packaging. Because when she buys her collection, she even asks for extra bags. – She liked collecting from a very young age because she thought it was part of her life.
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Nicole Kidman Natural Lover A writer
35 years old, Female Seattle, WA – She likes to record her life, because she is a person who likes to write, and she thinks writing is a very special hobby. – She loves nature and likes to sit on the beach and enjoy the inspiration that nature brings to her. – She is a person who pays attention to environmental protection in life and likes public welfare activities, because she thinks nature and environmental protection are the trend now. – She is the mother of a five-year-old who has nurtured her child’s environmental awareness since childhood because she wants to show him the beauty of nature. – Usually, she pays attention to her clothes, but she doesn’t spend a lot of money on clothes, because she pays more attention to the faith behind the brand. – She likes to tell her inner story through articles, because she can show meaningful and social value of the story to share online. – She is an environmentalist because she wants to do more for nature and society.
You have to hold yourself accountable for your actions, and that’s how we’re going to protect the Earth.
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WHO WE WERE
ESPRIT
OUR FUTURE
WHO WE ARE
ESPRIT
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03
chapter Brand Attributes
Future Competitors
Adjacent Competitors
Current Competitors
COMPETITORS 30 ESPRIT
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ESPRIT Current Competitors
LEVI‘S
ROTHY’S
TENTREE
EVERLANE
Patagonia
Levi Strauss & Co. is an American clothing company known worldwide for its Levi’s brand of denim jeans. It was founded in May 1853 when German immigrant Levi Strauss moved from Buttenheim.
Rothy’s is a San Francisco-based direct-to-consumer fashion company founded in 2012 by Stephen Hawthornthwaite and Roth Martin launched in 2016.
Tentree is a Canadian apparel company that plants 10 trees for every product sold. Since its inception, Tentree has planted more than 30 million trees worldwide, built up local communities on two continents through tree-planting, and clinched the third most-liked photo on Instagram.
Everlane is an American clothing retailer that sells primarily online. The organization is headquartered in San Francisco, California and also has stores in New York City, Boston, Los Angeles, and Palo Alto.
Patagonia, Inc. is an American clothing company that markets and sells outdoor clothing. The company was founded by Yvon Chouinard in 1973 and is based in Ventura, California.
COMPETITORS
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Pact
People Tree
Edun
Eileen Fisher
Amour Vert
Pact is Colorado-based company sells certified organic and fair-trade clothing for the entire family. The entire supply chain, from growing and harvesting the non-GMO cotton to creating the final pieces, is as sustainable and clean as possible and includes processes that use significantly less water than traditional cotton.
People Tree Ltd. is a fair trade apparel company founded in 1991 by Safia Minney in Tokyo, Japan. The company is based in both London and Tokyo.
EDUN is a fashion brand founded by Ali Hewson and Bono in 2005 to promote trade in Africa by sourcing production throughout the continent. In 2009 EDUN became part of the LVMH group.
Eileen Fisher is an American clothing designer and founder of the women’s clothing brand Eileen Fisher, Inc. Fisher’s designs are characterized by simplicity, and her company is known for using non-traditional models in its print advertisements, including its own employees.
Amour Vert is a California-based fashinon brand. Their production is precise to ensure no excess waste, and 97% of their clothing is made locally in San Francisco to reduce transportation needs and their overall carbon footprint
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ESPRIT
VISUAL STRATEGY GUIDE
ESPRIT Adjacent Competitors
IKEA
The body shop
Seventh Generation
Toms
Lush
IKEA is a Swedish multinational conglomerate that designs and sells ready-to-assemble furniture, kitchen appliances and home accessories, among other useful goods and occasionally home services.
The Body Shop International Limited, trading as The Body Shop, is a British cosmetics, skin care and perfume company.
Seventh Generation, Inc. is an American company that sells eco-friendly cleaning, paper, and personal care products. Established in 1988, the Burlington, Vermont–based company distributes products to natural food stores, supermarkets, mass merchants, and online retailers.
Toms is a for-profit company based in Los Angeles, California. Founded in 2006 by Blake Mycoskie, an entrepreneur from Arlington, Texas, the company designs and markets shoes as well as eyewear, coffee, apparel and handbags.
Lush is a British cosmetics retailer, which is headquartered in Poole, United Kingdom. It was founded in 1995 by Mark Constantine, and his wife Mo Constantine. Lush has over 951 stores globally.
COMPETITORS
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Burt’s Bees
Wipro EcoEnergy
Patagonia
Numi
Jungmaven
Burt’s Bees is an American personal care products company that markets its products internationally. The company is a subsidiary of Clorox that describes itself as an “Earth friendly, Natural Personal Care Company” making products for personal care, health, beauty, and personal hygiene.
You might not have heard of them, but Wipro EcoEnergy is doing big things in the world of green business by providing “intelligent and sustainable solutions for enterprise-wide energy operations and efficiency management.” In other words, they partner with companies to help them reduce their carbon footprints and energy wastage, which saves them a ton of money.
Patagonia is a active wear retailers, selling snow gear to sleeping bags that appeal to the allthings- adventure crowd
Numi Tea has sustainability in their DNA. Their mission is to unite mind, body and spirit through tea, and they extend that holistic idea to helping protect our planet.
The focus at JUNGMAVEN is to raise awareness about the many uses of hemp, and why its regenerative qualities make it a desirable alternative to finite, natural resources that are less healthy for the environment. Fashion is a form of activism: what we choose to wear says both who we are and what we stand for.
I have a confession to make: I’m a tea junkie. And as a self-proclaimed expert on the subject, let me tell you, you won’t find a better (and more eco-friendly) tea than Numi.
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VISUAL STRATEGY GUIDE
ESPRIT Future Competitors
WSP
GREENPEACE
BEYOND MEAT
AQUA–YIELD
IWA
At WSP, we strive to be a premier, fully integrated water services provider. We help our clients manage and balance clean and safe water supply; develop resilient water infrastructure; provide for sustainable environments and healthy ecosystems; and integrate smart technologies and innovative solutions to improve program efficiencies.
Greenpeace is a non-governmental environmental organization with offices in over 55 countries and an international coordinating body in Amsterdam, the Netherlands. Greenpeace was founded in 1971 by Irving Stowe and Dorothy Stowe, Canadian and US ex-pat environmental activists.
Scientists agree that climate change is one of the main environmental problems nowadays. That’s why the best eco-friendly companies are those that deal with this problem. Sometimes, it demands to change people’s lifestyle habits. This is what Beyond Meat is doing with its plan-based ‘meat’ products.
Small in size, but not in impact; Aqua-Yield’s technology is one of the most significant innovations in the agricultural business in recent history, and certainly the smallest. By utilizing nanotechnology, their product delivers liquid nutrition to crops on a cellular level, meaning lower costs for growers and better, healthier produce grown faster, without damaging soil.
IWA Publishing spreads knowledge about our most valuable resource, water, helping to improve global health and well-being. We publish a portfolio of 17 peer reviewed journals and 800 books, along with other information resources.
COMPETITORS
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CLIPPER
LAB
PALA
HELLO BAG
THE ECOLOGY CENTER
Clipper is a British, fairtrade tea company based in Beaminster, Dorset founded in 1984. In 1994, they were one of the first companies in the UK to receive the Fairtrade Mark. Clipper was purchased in 2012, by Royal Wessanen, for around £50 million.
A historic global culture shift is underway to harness the power of business to help address society’s greatest challenges. B Lab’s goal is to accelerate this culture shift and make it meaningful and lasting. Our vision is of an inclusive, equitable and regenerative economic system for all people and the planet.
Pela is driven by their mission to create a waste-free future. They believe that the technology exists to make everyday products without everyday waste, it just takes the right company with the right community to make these products the new normal. They were inspired by the 60,000+ plastic phone cases which are thrown away each year and have developed the first phone case that’s 100% biodegradable.
Meet hello bag. Say hello to a simple, convenient way to help the planet without changing your lifestyle.
Together we can change how we nourish our families, connect to our land, and make what we all need to thrive. This project is an extraordinary opportunity to impact our community today, while ensuring the preservation of essential resources and practices for generations to follow.
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BRAND ATTRIBUTES Relevant Words
Nature Words
Environmental Protection
Authentic
Nature
Sustainable
Farsighted
Collective
Responsible
Global
United
Biodegradable
Sustainable
Relaxing
Eliminate Waste
Natural Equal
Stale Words
Hopes to “Own” Words
Fashionable
Far-sighted
Simple
Equal
Traditional
Responsible
Profitable
Active
Individual
Influential
Young
Participatory Unitive
BRAND SUBTITLE
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SOURCES mbaskool.com owler.com referenceforbusiness.com