Rodney Fitch, founder of the design consultancy Fitch and professor of design died yesterday at the age of 76.
Fitch began his career at Conran Design Group (London) in 1963 before launching Fitch in 1972. His clients included companies such as Debenhams, BP and Topshop. In 1990 he was honored with a CBE (Commander of the Most Excellent Order of the British Empire) for his contributions to the British design industry.
In a 1996 interview with Design Week, Fitch balked at the idea of designing for the luxury market: “I always felt that I had a mission in life to deliver to ordinary people better places to shop. I have little interest in Issey Miyake or haute couture design. The thing that really turns me on is working for Woolworth’s, Marks and Spencer and Boots stores – which touch everyone’s life,” he said.
The outspoken designer was also an advocate for his profession. He said, “Today they want me to be a designer in a garret – small-time, charge small fees, don’t raise my head above the parapet, don’t be flash, because it is not seemly for designers to do that. Designers are modest professionals who should enjoy a modest income and be content with their lot. I hate all that.”
After taking his firm public, most recently Fitch served as a professor of retail design at TU Delft University in the Netherlands and ran consultancy Rodney Fitch Ltd., according to Design Week.