Samenvatting

The history has shown that the economy has impeccable impact on the fashion industry and despite it is not visible to everyone, the current impact of the recession on the fashion industry is clearly present. Clothes with disposable prices are loosing their appeal with uncertain incomes. The consumer embraces authentic products and neglects fake and artificial ones. They notice an inconsistency between the actual and the desired pleasure when it comes down to consuming a product. They consume in order to get fulfilled; however, this quest never seems to end. This results in a disappointment in the shallowness in the material culture and the deceitful commercial world makes consumers have a desire for authenticity which is so strong that ‘authenticity’ has become part of our selection criteria. The success of different companies that managed to incorporate authenticity in their branding, provide evidence that companies who translate authenticity into their brand concept, can be successful even in times of the recession. Therefore, based on literature review, interviews with professionals and the questionnaire, this report shows how (beginning) fashion designers can translate authenticity into their concept. There are many ways to make a brand authentic, in order to meet these new consumers’ demands. Firstly, it is important to integrate the several characteristics that are able to make a product to be perceived as being authentic. These characteristics are: the originality, quality commitment & credibility, heritage & style persistence, scarceness, sacredness, and purity. Secondly, despite the fact that the product will benefit from being authentic, in order to increase success, it is also important that it is clear where the product comes from. Therefore, for a fashion brand, it is important to be as transparent as possible. Finally, not only is it important to tell the story but it is equally important the way the story is told. The younger generations have become market savvy and is not easily convinced by the message spread by the sender. One way to make to increase the level of trustworthiness is by the use of non--‐idealized images. The overlap with reality as a result of using non--‐idealized models, will increase the trustworthiness of the brand, which will in turn increase the eventual purchase intention.