Funky Brands are fueled by c r e a t i v i t y. After all, it takes a great deal of imagination and thinking out of the box if you want to get noticed, stand out from the crowd and create a truly Funky Brand.
Creativity is the reason why I plan to attend the Flanders Creativity Forum on October 21st in Antwerp. Organized by the Flanders District of Creativity, an organization that promotes creativity in entrepreneurship, this year, this annual event will be dedicated to women, and their ways of being creative.
Some of the speakers who'll present at the Forum will be Randi Zuckerberg (who happens to be the sister of Mark Zuckerberg, founder of Facebook), Cristie Hefner, the former CEO of Playboy and daughter of Hugh Hefner, and Jane McGonigal, a game designer and Director of Game Research and Development at the Institute for the Future (I love the name!) in California.
This year, the event is called Creative Minds Leaving an Impact. It's inspired by "cleverness, intuition, originality and other female qualities".
Today, SCHMOOZY FOX's Funky Brand Interviews are turning one!
Since last June, we've interviewed founders and top managers of some of the funkiest brands out there. In each of these interviews SCHMOOZY FOX has tried to uncover personalities and interests of real people behind brands, as well as learn insights into these innovative companies from a personal perspective of people who work there.
From the Dutch lingerie queen, to a talented photographer who helps people build funky personal brands, to a funky T-shirt brand and a top luxury fashion designer -- all of our interviewees could identify with SCHMOOZY FOX's concept of funky brands. And this is definitely something to celebrate!
Below is the list of all SCHMOOZY FOX's Funky Brand Interviews to date, and there will be more funky ones coming soon!
And don't forget, we'll continue to celebrate throughout the summer! If you are a funky (or funky-to-be) startup, you can learn how you can benefit from some top-notch brand strategy coaching that we've arranged for you FREE of charge! Learn more here.
OUR FUNKY BRAND INTERVIEWS TO DATE
Today I have some important news for you!
At the end of June, SCHMOOZY FOX will be celebrating one year of its Funky Brand Interviews. And in this respect, we have some great gifts to offer to those who want to build a funky brand!
Last June, an interview with Rowan Gormley, CEO of Naked Wines, a UK-based online wine retailer, marked the start of the new category on our blog, Funky Brand Interviews. Since then, SCHMOOZY FOX has published interviews with founders and top managers from such famous brands as Marlies Dekkers, Baileys, Tim Van Steenbergen, Theo , Biomega and others.
Today, we’re announcing a call for up-and-coming funky brands!
If you know talented and passionate entrepreneurs setting up an innovative brand, please spread the news to them!
Rules of the game
Very simple! All that we require is:
That you are a start-up, either just launched, or seeking market entry That you want to build a very successful brand to fall in love with
That your main industry is Consumer Goods or Services, particularly in the "affordable luxury" segment
SCHMOOZY FOX will identify three semi-finalists, all of whom will be interviewed for our blog. Out of the three interviewees, we will select 1 finalist, who will also receive a:
FULL DAY OF BRAND AND MARKETING COACHING by SCHMOOZY FOX
It’s a great way to start building your brand awareness online through SCHMOOZY FOX's social media channels. It's also a fantastic opportunity for ideas-rich and cash-poor start-ups to get smart advice on how to get on the right brand & marketing track right from the start!
How to apply?
Please write an email to olga (at) schmoozyfox (dot) com with the subject “Funky Brands”, or publish a post on our Facebook page, and tell us why your company is, or has the potential to become, a funky brand. For funky brand criteria, visit our blog.
Submissions will be accepted until July 17th, and winners will be announced in August.
Please note that SCHMOOZY FOX’s past and present clients, as well as interviewees, are not eligible for participation! :)
Please spread the news, and happy schmoozing!
I love Antwerp. It’s a city of great fashion, outstanding design and funky shops. My discovery of funky brands from Antwerp began with an interview with Wim Somers, founder of Theo. It was at the very end of that interview that Wim mentioned Theo’s collaboration with a talented young Antwerp designer, Tim Van Steenbergen, who worked on Theo’s sunglasses collection.
I noted down Tim’s name with the intention of finding out more details about him later. While I was waiting for my train to Brussels at the Antwerp Central Station, I was browsing through magazines at a press kiosk, and the first article I randomly opened was... an interview with Tim Van Steenbergen!
I don’t quite remember which magazine it was, but here’s my very own interview with Tim.
Tim’s professional credentials are outstanding -- the prêt-a-porter collection that bears his name is on the radar screen of many Hollywood celebrities, he’s Creative Director of the successful upmarket fashion label Chine, and he creates costumes for performances at La Scala. Given the wide range of projects Tim Van Steenbergen is involved in, I thought that an interesting topic to talk about would be his personal brand.
SCHMOOZY FOX: Tim, how do you present yourself to someone who has not heard about you and your work?
Tim Van Steenbergen: (smiling) It’s actually a difficult question since I do so many different things! A good way to present myself is to say that I create a universe of style, a way of dressing, based on classic traditions of craftsmanship. Fabrics and their texture play a very important role in this universe. Sometimes I feel that I use fabrics in the same way as a sculptor would use marble, clay or metal to create something from scratch. I remember being fascinated by fabrics when I was only 4 years old!
SCHMOOZY FOX: What makes you passionate about your work?
Tim Van Steenbergen: Emotions! I love the fact that my designs are able to provoke very strong emotions in people who wear them. And it actually doesn’t matter if these emotions are negative or positive -- it’s often the controversy that matters. When my designs shake people up, bring exuberance in their lives, and don’t leave them indifferent, I feel like I’ve achieved something very important.
I also like to get to know the people who will end up wearing the clothes I make. In this sense, working with the actors at La Scala has been very satisfying as I was making each costume for a particular person. In the theatre environment, I want to understand actors as people, making costumes that fit their personalities, and the roles they play.
SCHMOOZY FOX: I can see that this can work well in the theater, but in fashion?
Tim Van Steenbergen: In fashion, it is of course rarely possible to create prêt-a-porter collections with every individual customer in mind. I often come across my clothes worn by people on the streets worldwide. It’s rather easy to spot them on celebrities, but what’s more exciting is when “ordinary” people wear them. It makes me want to know more about these people, and their feelings when they wear my designs.
SCHMOOZY FOX: I guess that all of the above refers to your label, Tim Van Steenbergen. How does the work at Chine fit into your overall personal brand?
Tim Van Steenbergen: I think it benefits my personal brand. I think it’s important for any designer to demonstrate that he or she can come into another company, with its specific corporate culture and ways of doing things, jump in and deliver good results. This shows that I can successfully collaborate and inspire another brand, and it’s a valuable skill for any designer. The designs I create for Chine are different from the ones I create for my own label. The style of my clothes is architectural, structural, if you will. Chine’s style is fluid, poetic, inspired by the 19th century.
SCHMOOZY FOX: It sounds like you appreciate getting into different roles -- maybe that’s why you like your project at La Scala? Perhaps you have the talent for acting too?
Tim Van Steenbergen: (laughing) I’ve never thought of it this way, but yes, I guess you are right! I like having all these different roles and exploring them.
SCHMOOZY FOX: By the way, how do you manage to stay creative when you do so many different things?
Tim Van Steenbergen: I think I am creative BECAUSE I do so much. I manage to separate all the different projects I am working on. Each of them requires different approaches and results in different “end products” . I am pretty good at organizing myself: whenever I need to tap into my creativity and work for Chine, I can do it, and when I am building a new collection for my own label -- I can jump into it easily as well!
What breeds my creativity is also doing sports and reading novels. The latter is like entering another universe, and exploring it can be a very special journey that inspires my work.
SCHMOOZY FOX: Could you tell our readers about your plans for the near future? What professional universe would you like to explore?
Tim Van Steenbergen: As already mentioned, I would like to find ways of creating clothes with concrete people in mind. All of my collections are sold through high-end boutiques worldwide. I am thinking of offering them very exclusive limited collections in due course. Boutiques know their clients very well, and there’s certainly scope to make limited collections tailored to these customers, their personalities and lifestyles. And this is certainly a very funky and exciting universe to explore!
SCHMOOZY FOX: Thank you Tim, enjoy this funky journey of creativity!
I just came back from Paris, where I attended the show of a talented Belgian designer Tim Van Steenbergen and discovered some up-and-coming funky fashion brands.
While experiencing the Paris Fashion Week first-hand, I thought of the importance of such an event which has a very distinctive brand. It is in fact what one could call a meta-brand. In other words, it' s an overarching, superior concept that adds usually positive associations to other brands that want to relate to it.
Think of the Oscars. Taking part in the Oscar ceremony, being nominated for the main prize, and of course, winning the Oscar gives huge credibility to those movie industry participants who are lucky to be part of this event. The Oscars nomination ceremony is a meta brand for all those that can and want to benefit from it.
In a similar way, Paris Fashion Week is another such meta brand that helps participating brands propel to the fame and greater brand awareness. Paris Fashion Week is the fourth in a series of other major semiannual fashion weeks. The "big four" take place in New York, London, Milan and Paris. Fashion collections are shown several seasons in advance so that fashion buyers have a chance to prepare their stock in a timely manner. For instance, right now in Paris designers are already presenting their Autumn-Winter collection for 2011.
After catwalks are over, designers and their teams quickly prepare show rooms that are visited by fashion buyers from the world's leading boutiques and luxury department stores. Some successful fashion brands manage to ensure their annual turnover just in a matter of a few days, with all of their stock being ordered by a handful of leading fashion boutiques.
In this sense, there are many immediate and tangible benefits from taking part in fashion weeks, as they are a great way to ensure sales for participating brands.
It's only the world's leading fashion houses that present their collections during Paris Fashion Week. But curiously, the spill-over effects of this meta brand can also be beneficial for some much smaller brands and fashion start-ups. It seems that many rent small show rooms and promote this fact within the framework of Paris Fashion Week, even without being able to afford higher level participation in catwalk shows. In this sense, even without a guarantee of large-scale sales, such small brands can benefit from intangible spill-over effects on their brand awareness from the Paris Fashion Week meta brand.
Also see my funky brand interview with co-founder of a funky-to-be T-shirt brand Lotty Dotty that I discovered during Paris Fashion Week.
As I was walking through the windy Antwerp streets yesterday, I quickly gave in to the overpowering atmosphere of design, fashion and great interiors typical of this great city. I was on a mission to meet one of the important players on the Antwerp fashion and style scene, as well as internationally, Wim Somers, founder of a funky eyewear brand, theo. At the end of my journey through Antwerp's most fashionable streets that are host of great shops and funky cafés, I reached theo's office building. As I entered it, the exuberance of colors struck me with a good dose of positive energy, that I especially appreciated on a cold and grey day. My funky journey began, and here's an account of what I discovered by talking with Wim Somers, who had founded theo back in 1988.
SCHMOOZY FOX: Wim, the main reason I am here is that a couple of weeks ago I went to my favorite optician's store in Brussels, Capelle Opticien, to get a new pair of glasses. After having a little chat with the shop owner, I was recommended this great pair of theo glasses. Its design, a big edgy and unusual, and yet extremely elegant, prompted me to find out more about your company.
The frame came in a bright box, which displayed a very simple yet quite powerful message: theo loves you. Could you tell me the story behind this brand slogan? Wim Somers: We have been using this slogan for over 20 years now. It began as a memo on an order form and has developed into the slogan of the brand theo. This phrase communicates theo's core philosophy quite well. Since we distribute our glasses through opticians' stores, we rarely touch the final consumer. By stating that theo loves our final consumers, we have a better chance of connecting with them closer, and communicating the fact that we have first and foremost their interests and their tastes in mind when we design our glasses. The phrase theo loves you encapsulates the spirit of the company, which is loving and friendly.
SCHMOOZY FOX: What makes theo so different? How do you make sure you stand out from the crowd?
Wim Somers: I guess, I can mention strong recognition of our brand, and our distinct style, by the end user. This is our strength and differentiating factor.
SCHMOOZY FOX: And who are your customers? What is the profile of theo's “typical customer”?
Wim Somers: For theo, the most important characteristics of our customers have to do with their emotional profile. By the way, these days more and more business people talk about emotional marketing, but when we started the company, it wasn't so common. However, already at that time, we thought of our customers in terms of their emotional profiles, not only gender, age and location. When we started, we served a very narrow avant-garde niche. With time, the niche expanded greatly, and now I can say that our customers are people with personality, those who prefer top-quality design that allows them individual expression of style and personality to the power of “labels”.
SCHMOOZY FOX: I have the impression that most of the big eyewear brands are actually brand extensions of big fashion brands. Since theo is purely an eyewear brand, what are the advantages of that?
Wim Somers: Our advantage is that we are very strong at superior design, something that big fashion labels, that usually work through licensing agreements, do not often have.
SCHMOOZY FOX: Do you think of yourself in terms of geographical scope? For instance, do you say that you are an international brand, a Belgian brand, an Antwerp brand? Wim Somers: Well, I often associate theo with Antwerp, but we're often approached by opticians from many different countries who have heard of us as an international brand.
SCHMOOZY FOX: theo is for sure an important player on the Antwerp fashion scene. How does actually the image of Antwerp, you can say, the Antwerp brand, help you? Do you think that Antwerp has a strong image internationally?
Wim Somers: An interesting fact is that our end consumers usually know about Antwerp, and the fact that it's a style, design and fashion city. In fact, the end consumer is much more aware of Antwerp, and the fact that theo comes from Antwerp, than our collaborating opticians! The latter have rarely heart of Martin Margiela or Dries Van Noten, who are famous fashion designers from Antwerp.
We often tap into the great fashion and style resources that exist in Antwerp. For instance, we have recently collaborated with an Antwerp-based rising star of fashion design, Tim Van Steenbergen, to create a spring-summer 2010 sunglasses collection.
SCHMOOZY FOX: What are the values of theo brand, and how do they correspond to your personal values? Wim Somers: Positive attitude to life, quirkiness, and fun.
SCHMOOZY FOX: Could you give your personal advice to anyone who wants to build a funky brand? Be different. Observe. Look at people in the street, see what they like and dislike doing. I do most of my “customer research” in modern art museums around the world. Just by looking at their visitors, I can definitely get a good feeling forhow popular theo is in that particular country!
SCHMOOZY FOX: Thanks for this interview, and stay funky!