ARROYO PENTAGON
The identity pentagon for designer and luxury fashion brands.
A fashion brand must be recognisable so that, over time, it becomes widely recognised and aspirational.
What is it?
A multidimensional model for analysing, building and communicating brand identity.
Why is this important
In a highly competitive environment, where brands coexist within a saturated ecosystem, differentiation no longer depends solely on a collection and its accessories, but on the strength and depth of its identity.
Arroyo’s Pentagon enables a structured analysis of a brand, identifying its strengths and weaknesses, building a coherent narrative, assessing the emotional dimension perceived by the customer, and consistently aligning the collection and communication strategy.
More than just an analytical model, it becomes a strategic tool capable of bringing clarity, coherence and direction to those brands that aspire to be relevant and stand the test of time.
MASK OF THE OLYMPIAN GOD HERMES SET WITHIN A REGULAR PENTAGON.
Linked to the golden ratio, the regular pentagon has been used in sculpture and architecture since the Renaissance as a symbol of balance and perfection.
Ilustration: Elena Durán
AUThOR
Dr. Rafael Pérez Arroyo
Lecturer in Fashion Brand Management on the Bachelor’s Degree in Fashion Design and Management.
Rey Juan Carlos University.
Advisor on the Master’s Degree in Fashion Marketing and Communication Management.
ESIC Business & Marketing School.
courses
Fashion Brand Identity
The subject taught by Pérez Arroyo, PhD, examines brand identity in the creative and luxury fashion sectors from a strategic and analytical perspective, applying Arroyo’s Pentagon model. Through programmes such as the MML (Master’s in Fashion and Luxury Marketing and Communication Management), students and professionals learn to build coherent brands, integrating design, collections and communication from a solid and practical perspective.
book
The Identity Pentagon
In this book, Rafael Pérez Arroyo examines how designer and luxury fashion brands build their identity through the designer’s creativity, craftsmanship, the aesthetics of their collections and accessories, touchpoints, and a coherent narrative.