All companies follow in fashion trends. But at the same time, they need to maintain a certain individual character, and maintain their positioning, preserving their individual style. Here comes the concept of stylistic identity. The individual style that each company has on the market and makes it recognizable. The concept of stylistic identity is related to the collection of stylistic and aesthetic codes that belong to a certain brand. Think about, for a company such as Bottega Veneta, the Knot, or the Interciatto leather that is part of the iconic products. Or, think about the check for Burberry. Think about the zigzag in neat wear with many colors of a company such as Missoni. So, each company should have the original and unique stylistic identity in order to interpret the styles and trends on the market. Otherwise, they would all look the same, more or less. And the interesting thing is that not only designer companies do have a stylistic identity, but increasingly, also in the medium and premium market, more and more brands do have their own style on the market. A retailer such as Gap has a certain American classic with a twist. The Denim. The Color Blue. Or, a fast fashion retailer such as Zara has a specific point of view on the market proposing a concept of collection that usually is very cool, very refined, for a certain kind of customer. A very important element of the stylistic identity is the origin in terms of country of origin and heritage of the brand. The idea is that the country of origin of brands and designers are influencing the way they see style. The Baroque, the Sicilian Baroque for Dolce Gabbana, the Milan's fogs for the greyish color of Giorgio Armani, the colorful bold style of Calabria for Gianni Versace. So, the country of origin is a very powerful and strong inspiration for many designers in the world. The lifestyle behind countries, even if it is a stereotype, is still something very aspirational that many customers are willing to buy in. Think about Ralph Lauren and his idealized vision of the East Coast style of the US or the fantastic world of Native Americans and Indians with their colors that are art of Ralph Lauren DNA. Another element that belongs to the heritage and therefore, to the stylistic identity is the country of origin in terms of competences and know how. When companies such as Tod's and Bottega Veneta are talking about craftsmanship and hints behind their style, they also claim that, for instance, made in Italy. The value of made in Italy. The country of origin in that case works very much as a guarantee of authenticity for these brands. Within the style and stylistic identity of each brands, there are usually some iconic products. As we said, iconic products are more relevant for luxury brands rather than for fashion brands. But increasingly, icons are a part of product strategies of these companies because, let's say, quite easy to sell, and they make brands very recognizable. Icon products do embody the heritage and the DNA of the brand, are re-proposed season after season in the collection, maybe reinterpreted according to the seasonal trend, and often icons are also made in collaboration with bloggers, celebrities, or even retailers. All brands in many product categories and price ranges do have icons. From the Kelly bag of Hermes to the business jacket for Armani, the Chanel purse, the Burberry trench, or the D bag for Tod's.