10. CHIMI: Dopamine culture and brand magic
Update: 2024-08-09
Description
Join us on this episode of Teyd Secrets as we delve into the art of modern fashion brand building with Sebastian Brännen, Brand Creative Director at Chimi. Discover how Sebastian transformed Chimi from a sunglasses startup to a multifaceted fashion brand. Learn about the principles of "dopamine culture," the importance of unexpectedness in brand strategy, and the secrets behind their successful collaborations. Whether you're a branding enthusiast or a retail professional, this episode is packed with invaluable insights you won't want to miss.
Timestamps:
- 00:26 Defining a brand: Easy to understand but hard to ignore
- 04:37 The appeal of Chimi and its unique brand energy
- 10:04 Founding principles: Influence of Chimi's core collection today
- 12:00 The impact of the pop culture-fashion connection on Chimi
- 17:29 Timelessness vs. trends
- 19:00 Feeding off local cultural movers
- 27:14 The evolving purpose of retail spaces in fashion branding
- 31:50 Dopamine culture and its impact on Chimi's strategy
- 45:49 Future of Chimi: Innovations and goals for the brand
- 50:01 Sebastian's number one trade secret for successful branding
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