Luxury Brand Creation Project by aivei chiang

V C VIBE COLLECTIVE

Luxury Brand Creation Project

VERVIEW

Welcome to the VIBE COLLECTIVE - a retail concept shop that mixes multi-brand and multiproduct types with immersive experiences like pop-ups events, gallery openings, coffee shop services, a flower shop, craft bar, snack shop, and concert venue all in one beautifully seamless space. Over the course of the follow pages youâ&#x20AC;&#x2122;ll find out everything you need to know about who we are, where we started, and where you might find a place to join. We hope you enjoy !

ABLE OF CONTENTS

TH E BRIEF 1. M ARK E T RE SE ARCH 2. BRAN D STORY 3 . PE RSON AS

TH E BRAND 4 . LOG O DE SI G N 5 . BRAN D G UI DE LI N E S 6 . FI N AL M ARK E T I N G COLLAT E RAL

THE

BRIEF

ARKET RESEARCH

TH E BRAND A new trend seen in retail today is the shift from retail shops being just about the items they sell to spaces that boost the local economy, provide collaborative coworking spaces, and invite interactions between consumer and producer through special events, hangouts, and alternative experiences. Retail shops are quickly becoming spaces that require a fully immersive experience, whether or not the mixed-use nature in the space pair sensibly or are total surprises. Whether this means a clothing store that houses multiple brands within its portfolio, or a coffee shop/art gallery hybrid that also doubles as an event space, retail environments are all about the experiential nature of their design. Our retail concept shop intends to mix a multi-brand/multi-product type portfolio with experiences such as an pop-up event space, coffee shop, flower shop, bar, snack shop, and gallery all in one beautifully seamless retail space.

T HE N AR R ATIVE

RAND STORY

We build energy on the community in which we thrive and live in. We believe in the concept that ideas are bigger than dollars. If you have a dollar and I have a dollar and we trade, then we are each both left with just one dollar. But if you have an idea and I have an idea and we trade, then we now each have two ideas. The environment of our retail space operates more like a laboratory. There are always ideas brewing, ingredients mixing, and tests being done for improvement. The nature of the flexibility of Vibe Collective allows you and I to not only profit from the goods we sell and the collaborative talents we work with, but offers a space for repose, a place to re-up our nutrients with healthy, local food and drink, and a place to let loose, grab a drink in the after hours, and make sure that work-life balance remains intact. T HE ST R AT EGY Vibe Collective is all about the in-store hang-time and the enjoy the brand more after you leave. The store itself builds a community of creatives, all who appreciate design, co-working, and brainstorming sessions in an environment that not only sells things but sells their things. From clothes, to bicycles, to illustrated prints, to short films, the products offered here not only act as things to buy but become a means for artists to co-create, work together, and build up the local art culture. Strategy wise, it’s all about the locals. Artists, makers, doers, and viewers come to the shop to buy and barter their own items with their fellow artists. But it’s not just about buying stuff. It’s about providing a space to create in, to grab a cup a’ joe, and showcase what ya got! Need to throw a gallery opening? There’s a sign-up sheet for that and maybe even a artist who can help you market that event. Need to shoot a film? There’s probably someone floating around who can help you out with that process. We’re not just a store. We’re an inspirational bubble of talent that happens to also sell things and offers you a space in which to create them. T HE MI S S I ON The mission of Vibe Collective is to provide a creative collective agency style environment for like-minded artists, customers, and connoisseurs to express themselves, appreciate the world of design, and shop for products that reflect their own unique identities and offer up a place within their local community.

ERSONAS

THE CU R I O U S BR AN D HU N T E R ( L AT E GE N E R AT I O N Z & E AR LY MI LLENNIAL) Similarly to the Gen X consumer, the late generation Z and early millennial consumer is very interested in developing their own sense of identity. These consumers are between the ages of 16-22 and may not have much of a disposable income but chooses to shop (and ask parental units!) for items from stores that reflect their self-identity. They appreciate edgy, unique apparel and products, and find retail environments that they can also “hang out” in with their friends to be especially exciting.

Age : 17 Education : Graduating High School Nationality : French Income : $12/hour Psychographic : Young, funky, doesn’t like to fit in, likes to swap style tips and tricks with friends, reads style magazines but doesn’t maintain brand loyalty, often mix and matches brands, sometimes makes own clothes at home, loves dad’s old hunting jacket.

Age : 18 Education : Freshmen in College Nationality : American Income : $15/hour Psychographic : learning a lot meeting new friends from all different places, appreciates everyones unique style, is figuring out her own personal style, loves the makers movement, likes to barter and swap handmade goods with friends, considering set design or interior design as major in college

ERSONAS

T he Asp iratio n al Lu xe Millen n ial ( Late Millen n ial) The Aspirational Luxe Millennial already has their first degree under their belt and is starting off their career as a working professional. They don’t have a heavily disposable income but they appreciate finding stores that support young, cool brands that produce quality products and services. They are coffee shop aficionados and love to work in environments that provide diverse experiences, have an secure brand identity, and reflect the cool, edgy nature of their generation. This group of consumers love everything from the $50 t-shirt, to mint green vintage styled bicycles, and bringing back fashion trends that their parents started.

Age : 27 Education : Bachelor’s Nationality : Columbian Income: $70,000/year Psychographic : a little bit of an edge but definitely chic, enjoys shopping at Bloomingdale’s, Neiman Marcus, Barney’s Coop and Cusp. She doesn’t mind spending a few extra dollars on nice things as long as their good quality and unique.

Age : 28 Education : Master’s degree Nationality : American Income : $84,000/year Psychographic: Enjoys wearing things made by his friends who work in creative industries. Sometimes makes his own jewelry since he has training in metal shop. Considers himself a creator since he works in the design industry, but most of his handcrafted products he makes on the side of his

ERSONAS

THE PE R S O N AL ST YLE GU R U (GE N E R AT I O N X) This consumer has more flexibility when it comes to spending extra money on high-quality goods but still highly appreciates the importance of supporting the local community and economy as well as the underdog small brands. This consumer believes the department store concept is dead and looking for unique environments to shop at that offer exciting new brands, activities, and items that reflect the uniqueness of their own personal style. They appreciate the feeling of walking into a concept store, approaching an associate (whether for purchasing clothes, grabbing a coffee, etc) and feelinglike a recognized regular at the store.

Age : 41 Education : Masterâ&#x20AC;&#x2122;s Nationality : British Income : $ 120,000/year Psychographic : Classic urban American style mixed with high-end brands. Has his own style that he feels he has worked hard on to fully grasp. Prefers to buy unique products at off the beaten path shops that have a modern vibe and cater to his authenticity.

Age : 53 Education : PhD Nationality : American Income: $ 175,000/year Psychographic : Appreciate fine quality goods, especially when they know the back-story of where their product came from. Love to travel and pick up one of a kind items from global cultural sites. Love to support local businesses and friends who are artisans and makers.

THE

BRAND

OGO DESIGN

When considering our brand, it was imperative that our concept and vision manifest itself in our logo. Weâ&#x20AC;&#x2122;re all about community and shared ideas so we wanted this motif to be re ected in our logo and branding. This was not a small task. We started on paper with sketch after sketch, scribble after scribble, eventually turning to the digital world and creating our favorite designs into digital sketches.

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THE FINAL FORM

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T H E VA R I AT I O N S

HERE

I-Jou Chiang & Stephen White

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