HI-TECH APPAREL BRAND PROPOSAL APPLE INC
ATHAYA SRISKUL M I N GY E L I
brand proposal
apple inc .
Hi-tech Apparel
This project is about to utilize the concept of brand management and branding strategy which related to doing the brand extension for Apple to enhance and enrich the inner contents.
athaya srisakul .
mingye li .
Tec
Hi-tech apparel
Table Of Content INTRODUCTION
01
BRAND MISSION
03
BRAND APPROACH
05
PRODUCTION
07
DISTRIBUTION AND SOURCING
09
TARGET MARKET
10
BRAND POSITIONING
11
BRAND COMMUNICATION
13
conclusion
15
bibliography
16
ch.
marketing ii : branding 2018
apple inc .
intro
brand proposal
Why Apple?
• Apple change the way that people lives and brings technology into lifestyle • Apple have strong financial capability and good reputation behind it brand iamge • Proposing to design a new clothing line as an extension business of the company • Hi-Tech, sporty and athletic style apparel. This clothing line is a crossover between technology and fashion • Give the brand more opportunity to develop and increase market share
H. AP.
01 athaya srisakul .
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Hi-tech apparel
Apple Inc. Company profile Apple, Inc. engages in the design, manufacture, and marketing of mobile communication, media devices, personal computers, and portable digital music players. It operates through the following geographical segments: Americas, Europe, Greater China, Japan, and Rest of Asia Pacific. STEVEn paul JOBS
The Americas segment includes North and South America. The Europe segment consists of European countries, as well as India, the Middle East, and Africa. The Greater China segment comprises of China, Hong Kong, and Taiwan. The Rest of Asia Pacific segment includes Australia and Asian countries. The company was founded by Steven Paul Jobs, Ronald Gerald Wayne, and Stephen G. Wozniak on April 1, 1976 and is headquartered in Cupertino, CA.
�We started out to get a computer in the hands of everyday people, and we succeeded beyond our wildest dreams.�
Born: February 24, 1955 San Francisco, California, U.S. Died: October 5, 2011 (aged 56) Palo Alto, California, U.S. Cause of death: Pancreatic cancer Known for: Pioneer of the personal computer revolution with Steve Wozniak Co-creator of the Macintosh, iPod, iPhone, iPad, and first Apple Stores
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brand proposal
apple inc .
Brand Mission Statement
Think different.
Apple has always been different. A different kind of company with a different view of the world. It’s a special place where we have the opportunity to create the best products on earth - products that change lives and help shape the future. It’s a privilege we hold.” - Tim cook
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B2C
The mission statement of the company embraces the power of science and technology while vision the future to encourage creativity. This statement gives the potential that the brand should do an extension clothing line, never stop to expand, learn and try. Apple will become the brand who produce Hitech athletic clothing to connect technology and fashion. The purpose of the company to design apparel line is because Apple possessing a large customer base in today and have a good reputation behind the company toward customers which is the strong brand image. Moreover, Apple’s operating system and the electronic devices permeate into people’s lifestyle, the brand is bringing influence on the society unconsciously. Due to Apple use business to customer model to operating the company. The end users using experience decide whether the product satisfies the customers or not. The users got superiority experience when using Apple’s products. The most important is the consistency of the system and sustainable quality of the products brings customers into a loop which customers use Apple operating system will gradually increase the chance to purchase other products and it will encourage them to try on apparels. Therefore, the company uses this advantage to increase the products range in order to enlarge the coverage of the brand.
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brand proposal
apple inc .
Brand Approach Since technology becomes more and more important in our society, people pay attention more about how products applied technology to impact lifestyle. Therefore, Apple hi-tech clothing line will include a variety of technology that could be used in silhouettes and incorporate with Apple current technology to provide a high-performance athletic apparel. This idea is consistent with the brand mission which to design the best products to change the lives and shaping a new future to mankind. The team will execute a three years based operating plan includes how we going to expand the business and general marketing strategy to promote the products. First of all, the apparel line will stick on using Apple as the brand name. because the strong image of the brand and the stable brand position will benefit the line to produce easily and lower the operating cost as well. Which means our target segments will be the same as Apple Inc. Secondly, in the first year of the project, the team will focus on developing unique technology which could apply to the silhouette.
Strategy. 05
athaya srisakul .
mingye li .
Hi-tech apparel
Since Apple products stay in a high price range, in order to consistent with the brand position, the clothing price range will higher than the normal sports brand. And will launch those products into the market to test out customers response and attitude toward products. This step allows the team to adjust the product and the way to do promotion. Thirdly, when product development goes to a stabilized stage, we will focus to the marketing part, to increase the market share and customer bases. Do collaboration with famous artist or designer who understands and uses technology on their artwork. Moreover, corporate with a fashion e-commerce site to design exclusive collection to grab attention from the audience.
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apple inc .
About Our Product In the Apple Hi-Tech Apparel line, will includes athletic clothing that people usually wear for workouts, training and will be suitable for any professional sports. The core concept of the line is the silhouette features technology electronic function. The team will design a micro wireless sensor around the waist area of the cloth, this sensor will function to connect with any Apple device. When someone call or message, the sensor will vibrate, the content will automatically transfer to your Air pods or any other headset. Moreover, we design measurable electric component into fabric thread, which made this cloth can measure and monitor the body indexes such as heartbeats, sleep time, steps etc.
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production
brand proposal
Hi-tech apparel
FT.
The price point of the silhouette will higher than the other sporty training cloth, because of the unique technology that we put in, and as well as the complexity to produce the silhouette. The cost of the electronic part will be expensive, and the fabrication will specific to the extremely durable, breathable, washable and very lightweight fabric. Our first collection retail price will between 200- 500$. Which consider varies cost in produce the clothes. Apple apparel line will be leading in the fashion industry because of the unique Hi-Tech design, and utilize Apple operating system. This clearly explains that why the products should stay in the high price range.
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brand proposal
apple inc .
Distribution & Sourcing
Sourcing means finding appropriate factories, materials fabrics. According to the product price point, and strict performance requirement to the silhouette, it actually narrows down the option of the factories. It is also important to mention that Apple Hi-Tech athletic apparel line production process is sophisticated, so the accessories such as nice cords, zippers, puller etc. also need to be considered when do sourcing and calculate the production cost. The core technology of the product will be produced within the US, the fabrication and the production process will go to Central America. The reason that we source the fabrics and production process outside the US is that we consider that the high labor cost and limited fabrication within the country.
Distribution strategy of the product is direct to customer and sold at any country which has Apple flagship store. The first collection market will be launch at the global Apple flagship store. However, the main market will be in North America. The reason for us to launch globally is that Apple is a multinational company, which means that the company has abundant resources from different countries, so is easy for the brand to reach the global market.
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DEMOGRAPHIC • • • • • •
20 - 55 years old All gender Worldwide Life-cycle stage : Bachelor stage - Full Nest II Income : high earners Occupation : Professionals, managers and executives
Tarket Market
PSYCographic • Social class : Middle - Upper classes • Lifestyle : resigned, asprier, succeeder, explorer, health conscience • Degree of loyalty : ‘Hard core loyals’ and ‘Switchers’ • Benefit sought : Sense of achievement and belonging, Self-expression, Speed of service, advanced features and capabilities • Personality : Determined and ambitious • User status : Users and Non-users, potential users 10 marketing ii : branding 2018
apple inc .
brand positioning
brand proposal
HIGH P
focus on sportswear apparel, basic pieces e.g. t-shirt, shorts, leggings, hoodies etc. The product line will launch in a unisex for 10-15 pieces in each category. Our brand positioning will be in the new market range because it will be an innovative, new material, best quality and will be in the same price range as apple which is luxury.
PRODUCT RANGE (NICHE)
LOW P
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PRICE
PRODUCT RANGE (BROAD)
PRICE
12 marketing ii : branding 2018
brand proposal
apple inc .
Brand Com Prot
Step 1
Ste
Awareness
Acknow
Step 2 Publish
ON THE FIRST STEP IS TO BUILD customer AWARENESS BY Send out personal emails to apple users FROM APPLE DATABASE. the email will contain a sneak peek image of our new product line. no brief, no captions. just a simple nice image.
SECOND STEP IS TO TRIGGER CUSTOMER’S EXCIteMENT ON A DEEPER LEVEL BY PROMOTING PRODUCT in official Apple website and social media e.g. Facebook, Instagram, twitter etc. also feature an article on the publications such as WGSN or BOf focusing on the technology and fashion sections. also can expand into health section later. 13 athaya srisakul .
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after first laun uct line out to will Host an talking about a ture, material, cept.
Hi-tech apparel
mmunication ocal
p 3
Step 5
wledge
nching the prodthe world, we opening event a product feaand core con-
Promote
Step 4 Access
this stage aims to continue building an excitement by Create a video campaign featuring “ideal person” and Director X will be the video director. bringing director x will create a new relatable vibe with millennial as well as creating a new culture atmosphere for apple, but will also follow the apple brand image concept which is simple, sleek and clean.
ANNOUNCE DAtE AND TIME WHEN THE PRODUCT WILL LAUNCH THROUGH EMAIL AND SNS AGAIN. in this stage, we will create customer’s desire and encourage them to purchase in this pre-order stage.
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conclusion
brand proposal
apple inc .
we now live in a world of technology and experience dominant. only the product alone might not be enough for people anymore. but if we evolve around people’s lifestyle, adapt to their culture and listen carefully to their conversation, we could win the customer’s heart. launching the line in the new market will give the privilege for the company itself and so as the customer. we believe that Apple have the full ability and massive organization that can make a new step forward for our future technology and apparel become real. therefore this brand proposal could provide an idea for branding expansion and direction for the company in the near future.
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Hi-tech apparel
Bibliography 1. “apple inc.” 2018. cnn: business. :https://money.cnn.com/quote/profile/profile.html?symb=AAPL.
2. BARBARA, FARFAN. 2017. ”Learn About Apple’s Mission Statement?,” the balance small business.com, december, 24. :https://www. thebalancesmb.com/apple-mission-statement-4068547.
3. John, DudovskiY. ”Apple Segmentation, Targeting and Positioning,” 2018. research methodlogy.com, jan 18. :https://research-methodology.net/apple-segmentation-targeting-and-positioning/.
Image References 1. table of content https://www.behance.net/gallery/36020325/Express-2
2. company profile https://www.telenews.pk/apple-lost-the-legal-battle-italian-clothing-brand-can-be-called-as-steve-jobs/
3. brand mission https://www.fool.com/investing/2017/08/02/apple-inc-reports-strong-growth.aspx http://apocvlyptic.tumblr.com/post/53768948427
4. Brand approach https://lismanmex1.wordpress.com/2015/04/27/ejemplos-de-indumentaria-y-textil/ https://displate.com/displate/529525
5. production http://www.karayunusemre.com/parametric-research http://communicationsmart.blogspot.com/2016/08/the-next-wearables-smart-clothing.html
6. distribution & sourcing https://i.pinimg.com/originals/c0/68/99/c06899ac1992ed4eee31443d608dfad8.jpg
7. conclusion https://lemanoosh.com/tagged/pattern/ 16 marketing ii : branding 2018
APPLE INC.