Red or Dead Research-Sarah

History

Red or Dead was started in 1982 by Wayne Andrew Hemingway and his wife Geraldine Hemingway when they had no money so decided to sell their wardrobes at a still in Camden Market. By the end of the year they had 16 market stalls. In 1983 the pair opened their first retail outlet in Kensington. The first Red or Dead shop was opened in Lancashire.

The name Red or Dead was inspired by Wayne’s Red Indian background and the fact that Geraldine’s first collection was Russian inspired.

In 1984 footwear became a huge part of the Red or Dead brand. The brand is responsible for turning Dr.Martens from a work wear item into a fashion item.

Although the public liked Red or Dead the brand was not accepted by the fashion establishment, however as the brand became more and more popular with the public the fashion establishment was forced to accept the brand and their first cat walk collection was in 1989.

In 1990 more Red and Stored were opened including one in Copenhagen.

In 1992 stores opened in Leeds and work began on the concept of Dr Martens clothing. The Spring/Summer 'Mad on England' and the Autumn/Winter 'Spy' collections were launched.

Further stores opened in 1993 and Red or Dead signed a deal to be the first designer shoe company to advise Marks & Spencer. The Spring/Summer 'Russian Dolls' and Autumn/Winter 'Skeleton' collections were launched.

Stores opened in Tokyo in 1994 and Red or Dead launched the 'Dead Basic' diffusion range. The Spring/Summer 'Sunflower' and Autumn/Winter 'Keyhole' collections were launched. In 1995 Red or Dead won the British Fashion Council's inaugural 'Street Style Designer of the Year' award. The Spring/Summer 'Butterfly' and Autumn/Winter 'Ski' collections were launched.

In 1996, Red or Dead won the 'Street Style Designer of the Year' award for a second time. The Spring/Summer, 'New York Dolls' and Autumn/Winter 'Ism' collections were launched.

In 1997, Red or Dead won the 'Street Style Designer of the Year award for an unprecedented third time. The Spring/Summer 'Indian Summer' and Autumn/Winter 'Geography Teacher' collections were launched.

In 1998, stores opened in Prague and Tokyo. The Spring/Summer 'Beautiful Freaks' and Autumn/Winter 'A Road Movie Across the State' collections were launched. In 1999, the Spring/Summer 'Brush Strokes' and Autumn/Winter 'Champagne Anarchist' collections were launched and in 2000 the Spring/Summer 'Africa' was launched.

According to the brand Red or Dead is more than just a fashion label, it was never about spending a lot of money, it was about ideas and trying to make things as affordable as possible. It was about being creative with the materials you have, the early eco warrior.

Red or Dead see themselves as a brand that is for everyone.

Red or Dead is about fun and believes that fashion shouldn’t be taken too seriously.

(Red or Dead, online)

Target Consumer

Red or Dead is a brand that is for everyone; a "mindset" not an "age set".

Phenomenal brand awareness is equally high amongst the young and the old. Its target consumer is someone who likes to be an individual, non-conformist, willing to push barriers and challenge the norm.

(Pentland. 2009, online)