The pentagon model
The Arroyo Pentagon is a model developed by Professor Rafael Pérez Arroyo, PhD, in 2021, that enables the systematic analysis of the identity of a designer and luxury fashion brand.
THE IDENTITY PENTAGON
The model organises identity variables into five complementary dimensions that enable us to understand a brand’s structure and underlying logic: its origins, the designer’s creative vision, its aesthetic, its narrative, and the way in which it manifests itself and takes shape in the market and at the point of sale.
This approach makes it easier to analyse existing brands, compare identities, identify strengths and weaknesses, construct coherent narratives, and design collection and communication strategies aligned with the brand’s identity.
The identity of a fashion and luxury brand is the result of a set of established ethical, aesthetic and stylistic dimensions, rich in symbolism and intangible meanings that make it unique and recognisable over time.
Rafael Pérez Arroyo, PhD.