Positioning the brand of women’s clothes
Consulting
The client:
Wholesale company of women's clothing
The problem:
In the retail direction the task is to scale one store into a network, and the retail company is not identified as a brand, who the target customer is not understood, there is no expertise in retail trade with a successful OPT.Previously for the customer was made a market analysis and a reason for the creation of the brand of clothing (segment, segment capacity, target audience, needs, why they will buy, key competitors, key guidelines, market development forecast)
The Decision:
Designed brand idea for the target market segment
Functional consumer qualities, emotional perception, practical benefit for the audience and contribution to society
Brands positioning strategy
The value of the brand,
Created 2 client avatars (described detailed portraits on behavioral and psychographic parameters, real and target scenarios of the interaction of avatars with the brand - how they will behave, why they buy, how their lives will change, etc.)
Selected brand archetype, color gamma, neyming
Designed for the design of the brand’s graphic expression
Brands attributes - design of the shopping room, lighting, merchandising, smell, services, product portfolio, communication tonality (including social network)
Result: the customer received the full brand strategy
Wholesale company of women's clothing
The problem:
In the retail direction the task is to scale one store into a network, and the retail company is not identified as a brand, who the target customer is not understood, there is no expertise in retail trade with a successful OPT.Previously for the customer was made a market analysis and a reason for the creation of the brand of clothing (segment, segment capacity, target audience, needs, why they will buy, key competitors, key guidelines, market development forecast)
The Decision:
Designed brand idea for the target market segment
Functional consumer qualities, emotional perception, practical benefit for the audience and contribution to society
Brands positioning strategy
The value of the brand,
Created 2 client avatars (described detailed portraits on behavioral and psychographic parameters, real and target scenarios of the interaction of avatars with the brand - how they will behave, why they buy, how their lives will change, etc.)
Selected brand archetype, color gamma, neyming
Designed for the design of the brand’s graphic expression
Brands attributes - design of the shopping room, lighting, merchandising, smell, services, product portfolio, communication tonality (including social network)
Result: the customer received the full brand strategy