BRAND ARCHITECTURE / MARCH 2014
WHAT IS BRAND ARCHITECTURE?
WHO IS IT FOR?
Brand architecture helps everyone–from the public to company employees–experience the same brand message whether they are shopping on-line or planning the company retreat. No matter how they interact or experience the product or the company, having basic brand architecture in place provides a way to ensure consistency. It’s like the bones that are built upon the Brand’s DNA.
HOW DO WE USE IT?
Our Brand architecture acts as a constant benchmark for any initiative related to the Brand, from team members communicating the Brand to the company’s actions regarding the Brand. It’s the compass we check to ensure that everything we do reflects who we are and who we want to be.
02BRAND VISION
Brand architecture provides guidelines for anyone working with or representing the Brand–merchants, designers, marketing, web, store associates, or customer service. How everyone perceives the Brand–both inside and outside of the company–is determined and reinforced by brand architecture.
OUR BRANDS
Comprehensive and unrivaled selection of brand names and styles.
Exceptional service on par with the best specialty and department stores. Engaging boutique environment that entertains and informs.
A PEA IN THE POD
Comfortable and relaxed atmosphere with attentive and expert customer service. Community of support providing education and information for new and expectant SelectionMOTHERHOODmoms.thatmeets career, casual and nursing needs.
Style that reflects current trends and encourages self-expression.
Service that informs, surprises, and exceeds expectations.
Exclusive product featuring the latest trends and most-wanted brands.
DESTINATION MATERNITY
04BRAND VISION
• Deliver fashion credibility and relevance.
OUR DestinationPROMISEMaternity makes her feel confident that she has found the single-best resource for all of the information, support and apparel that she needs throughout her pregnancy and new motherhood.
OUR GOALS
• Foster a community for expectant moms.
• Provide expert information and service for every stage of pregnancy.
06BRAND VISION
• Showcase all Destination Maternity brands.
BRAND VISION
• Ensure quality, style, selection, service, convenience and innovation both in-store and on-line.
Destination Maternity is the GO-TO RESOURCE with THE WIDEST SELECTION of MATERNITY WEAR, UNRIVALED CUSTOMER SERVICE and a relaxed atmosphere.
OUR BRAND POSITIONING
It’s where she’ll find EXPERT ADVICE, INFORMATION and A COMMUNITY that will support her in all stages of PREGNANCY and NEW MOTHERHOOD.
07BRAND VISION
BRAND VISION 09
joyful, exhilarating, and exhausting than pregnancy. Don’t worry. We’ve got you covered. Destination Maternity is more than just a place, we are the mecca, the “you’ve got to go” destination for every stage of pregnancy and new motherhood. In addition to the best selection, Destination Maternity is staffed with experts you can count on for support, information and simply to be there… every step of the way.
OUR VALUES • Expert/Informed • On-Trend • Democratic & Welcoming • Happy & Confident • Aspirational • Celebration of Motherhood • ThereOURContemporaryBRANDVOICEarefewthingsmore
allows her to express herself, to have confidence that she looks great during her pregnancy and to feel certain that she’s made the right choice for her style and budget.
• Exceed her expectations for customer service.
12BRAND VISION
• Allow her to feel like a savvy shopper by combining style and value.
• Deliver more choice and innovation in-store and on-line.
OUR GOALS
BRAND VISION OUR MotherhoodPROMISEMaternity
• Provide education and product insight that enhance and inform her purchase.
14BRAND VISION
OUR BRAND POSITIONING
From bump to MOTHERHOODbaby,MATERNITY gives the YOUNG, FUN, MOM-TO-BE CONFIDENCE in how she LOOKS and how she FEELS. EXPERTLY DESIGNED and ON-TREND fashion at TREMENDOUS VALUES for all her NEEDS–from work and casual wear to weekend nights and special occasions.
OUR VALUES • Young & Spirited • Trend Right • Eclectic & Playful • Optimistic • Great Value • Comfortable Fit • Easy Care OUR BRAND VOICE
It’s all about expectations. At Motherhood, we know that you want to keep looking fantastic without spending a fortune. So we deliver more of the looks you love at prices we know you’ll like. And our expert sales associates will answer all of your questions so you can make the best choices for you and for your baby bump. At Motherhood we think that when you’re expecting–you should always expect more.
16BRAND VISION
OUR CLIENT
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Her style is comfortable and casual but distinctly whimsical and spirited. She’s got an eye for color and wants to look good–on trend and put together…especially now. She shops for fun and she shops smart. She loves the thrill of finding a great deal so she shops at Motherhood. She appreciates playful details that add a touch of sparkle and interest. She loves the casual silhouettes that go from work to weekend and versatile looks that can take her from bump to baby and beyond.
19OUR CLIENT
She’s excited to be expecting, but a bit overwhelmed by the idea of being a mom. She knows that her life is going to change and wants information that will help her make a smooth transition from pregnancy to new motherhood. She’s grounded and practical but with an irrepressible sense of fun. She’s influenced by pop culture, the fashion industry and what her favorite recording artists are wearing. She trusts herself and is confident in her choices–from her wardrobe to the bright front door that makes her house stand out from the others on the block.
OUR CLIENT
Her world moves fast and so does she–from work to family to socializing on and off line. Add in school, errands, appointments and time with friends and it gets pretty crazy. She’s the mistress of multitasking, because she has to be. There’s so much to do before the baby comes.
PHONE STROLLERCOSMETIC BRANDS HOME FURNISHINGS
HANDBAG
OUR CLIENT’S CHOICES COSMETICHANDBAGBRANDS HOME VACATIONFAVORITEFURNISHINGSCOFFEEWATERCARPHONERETAILERSFAVORITEBRANDSLUNCHOFCHOICEDESTINATIONSTROLLERHOMEHELP Burt’s Bees, Bliss, Revlon, Bobbi Brown PotteryCoach Barn, CB2, Ikea Dunkin Donuts Vitamin Water Honda CRV, VW Beetle, Minivan Droid, Samsung Kohl’s, Sephora, TJX, Macys, Target, H&M Gap, Limited, New York & Co, Victoria’s Secret Cheesecake Factory, Chipotle HerBritax,OrlandoStokkeMom 21OUR CLIENT
AdministrativeAgeSOFIA25 Assistant DualMarriedStatus:income / $85K First Lives/Works:pregnancyDallas SchoolAgeCHRISTY28Teacher (Plans to Stay at Home) SingleMarriedStatus:income / $75K First Lives/Works:pregnancyAtlanta Manager/HospitalAgeROBYN32 Administrator DualMarriedStatus:Income / $120K One child, age 4 Lives: Works:EvanstonDowntown Chicago
Fashion Sense: Value is key and so is detail. Christy likes pretty touches like lace and floral prints. She does most of her shopping at Walmart, Kohl’s and JCP. She wears mostly casual clothes and likes the Jessica Simpson maternity collection because it fits with her casual lifestyle and feminine sensibility. She is comforted by the attention she gets at the Motherhood stores and prefers that in-person experience to on-line.
OneLifestyle:offour children of Mexican immigrants, she has always been driven. She and her husband now own their own home which is close to both sets of parents. It is the first grandchild and Sofia eventually wants to stay home and raise a large family. She is positive and high energy. People are drawn to her and the couple socializes often with friends and her siblings who are all in the area.
Fashion Sense: Sofia is thrilled to show off her bump but still wants to look professional. She has been a loyal Old Navy, Gap and Target shopper and those versatile basics appeal even more now. She often brings her husband or mother along to Destination Maternity or Motherhood and has been pleased with the information, expertise and value she finds there.
ChristyLifestyle:grew up in a working class family with five kids. Her siblings, nieces and nephews all live nearby. Her husband owns a landscaping company. For Christie and Mike, it’s all about family & friends. She loves to bake, Mike enjoys hunting and fishing. They are talented DIYers and their house reflects the care they’ve lavished on it.
RobynLifestyle:grew up in small family that stressed education and achievement. Her husband is in sports marketing. They own a condo, love to cook meals for friends & family and workout on the weekends. With daycare costs to consider and rising careers, she looks for good buys on brands she trusts like Lululemon, Ann Taylor, The North Face, and Kohl’s.
Fashion Sense: Robyn has a classic fashion sensibility. She likes to look pulled together without spending a lot of time. She’s a no-nonsense shopper and knows where to find what she wants for work and casual settings–like the Secret Fit pants and nursing bras she finds at Motherhood, Destination Maternity and A Pea in the Pod.
Body TallAfricanType:Americanandthin/Size 10 (Iman)
OUR CLIENT
Body Curvy,CaucasianType:non-athletic / Size 12+ (Jessica Simpson)
SOFIACHRISTY ROBYN
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Body PetiteHispanicType:andcurvy / Size 4-6 (Selma Hayek)
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BRAND STYLE GUIDE
• Young & Spirited - Casting
• Trend Right - Styling Direction
• Great Value - Bright White Studio
26BRAND STYLE GUIDE
• Easy Care - In-Studio Imagery & Lighting
• Comfortable Fit - Body Language and Movement
• Eclectic & Playful - Accessories
• Optimistic - Attitude of the Model
PHOTOGRAPHY STYLE
Upbeat, cheerful models shot in a bright, clean studio setting. Our photography captures her looking and feeling great. She’s excited to be expecting and she loves the thrill of a great deal.
27BRAND STYLE GUIDE MESSAGING TONE: FANTASTIC DEALS , FUN, UPBEAT AND CHEERFUL . SALEOFF50 % select styles bump it UP! Buy One I Get One 50% off ready to Go! Everything you need for the big day New Arrivals INSTORE SIGNAGE
WEB BANNERS TOPS I BOTTOMS I DRESSES & SKIRTS I LINGERIE I SLEEP I OUTERWEAR I SWIM I ACTIVE I NURSING I PLUS I BEAUTY I GIFTS & BABY I SALE GO CHECKCOUT BLOG STORE LOCATOR CUSTOMER SERVICE MY ACCOUNT take an extra 30% off redlines Shop Now Enter Promo code CYBER30 at checkout. bump it UP!
29BRAND STYLE GUIDE TOPS I BOTTOMS I DRESSES & SKIRTS I LINGERIE I SLEEP I OUTERWEAR I SWIM I ACTIVE I NURSING I PLUS I BEAUTY I GIFTS & BABY I SALE BLOG STORE LOCATOR CUSTOMER SERVICE MY ACCOUNT Free Shipping with a $75 Purchaseready to Go! Everything you need for the big day Shop Nowatcheckout. WEB BANNERS
PMS 2716 COOL GRAY 5 COOL GRAY 11 PMS 213 HUMANISTFONTS REGULAR HUMANIST(U&LC) BOLD BEBAS(U&LC)(ALL CAPS) 1234567890abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ 30 COLORS BRAND STYLE GUIDE
BRAND VISION
OUR PROMISE
• Create opportunity to deliver status brands in the maternity wear market.
• Exceed expectations with exceptional customer service and retail environment.
33BRAND VISION
• Provide a fashion-forward choice for the brand-conscious mom-to-be.
She expects the best and at A Pea in the Pod, she finds an unparalleled selection of her favorite brands with on-trend looks that reflect her cultivated fashion sensibility–all with a level of service that exceeds her expectations. With A Pea in the Pod apparel, she can continue to make her personal style statement throughout her pregnancy.
• Deliver fashion relevance and credibility with high quality, recognizable labels.
OUR GOALS
35BRAND VISION
OUR BRAND POSITIONING Moms-to-be who EXPECT THE BEST FIND IT at A Pea in the Pod. Where DESIGNER LABELS, private collections and METICULOUS attention to FIT, FINISH & FABRIC add up to real FASHION CREDIBILITY. A PEA IN THE POD exists for women with EXCEPTIONAL STYLE.
37 OUR VALUES • Chic • Fashion-Forward • Status Brands • Effortlessly Cool • Luxurious • Elevated Detail • Clean and Modern OUR BRAND VOICE
We believe in being the best, the most fashionable, the authority on what chic pregnancy looks like. Satisfying the sophisticated style of the woman who is able to create an interesting life and memorable wardrobe is what we do. Because we believe that maternity wear and effortless style are not mutually exclusive. You just have to know where to find it.
BRAND VISION
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OUR CLIENT
She runs board meetings and half marathons with equal ease. She takes care of herself and it shows. Yet she’s grounded enough to still believe that you get what you pay for. So she pays attention to details–from the thread count in her bed sheets to the organic eggs in her fridge. Now, she’s all about her pregnancy. But while she’s focusing on the future, she doesn’t want to forget who she is or sacrifice her signature style.
So she counts on A Pea in the Pod to keep her looking…well, like herself. She likes the modern put-together style and the brands she knows for a look that’s effortlessly chic and on trend. At A Pea in the Pod she finds clothing that she really wants to wear–that she really would wear–even without a baby bump. Dresses for special occasions, separates for work and weekend wear in luxurious fabrics with detailed tailoring and lines that flatter her and make her feel beautiful, sexy, smart and powerful. Because she is.
She’s a trend spotter and a style setter. She’s ahead of her time. She was the first to use Instagram and the first to check out the newest farm-to-table bistro. Her mobile is her lifeblood that keeps her world organized and keeps her connected–to friends, family and to the freshest fashion. She’s an expert at knowing what’s hot and what’s not. An avid on-line shopper, she browses her favorite sites while she eats lunch.
OUR CLIENT
OUR CLIENT
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COSMETIC BRANDS HOME FURNISHINGS STROLLER
HANDBAG PHONE
42 OUR CLIENT’S CHOICES COSMETICHANDBAGBRANDS HOME VACATIONFAVORITEFURNISHINGSCOFFEEWATERCARPHONERETAILERSFAVORITEBRANDSLUNCHOFCHOICEDESTINATIONSTROLLERHOMEHELP Dr. Hauschka, Chanel, Perricone MD KellyCelineWearstler, Restoration Hardware, DWR Le Pain Quotidian BMW,Evian Audi, Land Rover iPhone 5s Bloomingdale’s,Gold Barney’s, Saks, Intermix, Net-a-Porter Alexander Wang, Theory, Stella McCartney NannyStokke,St.SushiTropezBugaboo OUR CLIENT
DualMarriedStatus:FashionAgeCAMILA31Stylistincome / $150K First Lives/Works:pregnancyMiami PrestigeAgeGRACE32Ad Agency: Account Manager DualMarriedStatus:income / $300K First Lives:pregnancyUpperEast Side Works: Mid-town Manhattan ArtAgeKHLOE35Gallery Owner DualMarriedStatus:Income / $200K One child, age 2 Lives: Works:PasadenaWestHollywood
GraceLifestyle:and her husband are foodies and seek out the latest and greatest, in addition to attending shows and openings in the City. Weekends often find her visiting her parents’ Connecticut home.
OUR CLIENT
Body Jewish,Type:petite / Size 4 (Rachel Bilson)
Body BrazilianType:descent, curvy / Size 8-10 (Khloe Kardashian)
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Body Caucasian,Type: tall and narrow / Size 6 (Nicole Kidman)
RaisedLifestyle:internationally in a Brazilian diplomat family, Camila has a keen sense of style that’s apparent in everything she does–from her impeccably appointed Spanish-style home to her curated closet. On the weekends, she likes to entertain. She is a skilled chef and loves to cook for close friends. She travels frequently for business and pleasure.
Fashion Sense: She favors minimalist designers and the classic lines of Prada, Reid Krakoff and Helmut Lang. She will shop the Pea Collection–Vince, Theory, Isabella Oliver–along with premium denim and basics like bras. Because this is her second pregnancy, she knows what she wants. She shops both APIP/DMAT on-line and in store and doesn’t need sales help.
Fashion Sense: She has an eclectic sense of stye, shops Saks and Neimans for work, mixes Gap, J.Crew and RL for weekends. Designer aware, her wardrobe walks the line between creative consultant and corporate conservative. Her go-to designer brands are Theory, Vince, BCBG and Collection denim. She is confident in her style, researches what she wants and goes for it. Same for maternity wear. She wants the single best resource for all her maternity wardrobe needs and is comfortable shopping in store and on-line at APIP/DMAT.
CAMILAGRACE KHLOE
RaisedLifestyle:in Pasadena, Khloe studied fine art in NYC and considered a career in painting until her parents helped fund her gallery. She has a highly developed sense of style and is very brand aware. Her husband is an architect. Their home is an industrial loft with clean lines and monochromatic tones. Her style is modern, thoughtful and deliberate.
Fashion Sense: She works in the fashion industry and is up on the latest trends. She favors Stella McCartney, Chloe, Prada, and Rag & Bone. She’s ecstatic about her pregnancy and is approaching maternity wear with a trendsetting attitude. She shops A Pea in the Pod for basics–like premium denim but not for fashion. Comfortable both in-store and on-line, she appreciates insights from the Sales Associates at APIP/DMAT.
BRAND STYLE GUIDE
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• Status Brands - Accessories
Chic, sophisticated models shot on-the-go in hip urban locations. Our photography captures the modern “put-together” mom-to-be, looking just as fabulous as she always has, and always will.
• Luxurious - Aspirational Urban Locations
47BRAND STYLE GUIDE
PHOTOGRAPHY STYLE
• Elevated Detail - Props and Activities
• Chic - Casting
• Fashion Forward - Styling Direction
• Clean and Modern - In-Studio Imagery & Lighting
• Effortlessly Cool - Attitude of the Model
BRAND STYLE GUIDE MESSAGING TONE: UNDERSTATED, HIGH-END BOUTIQUE ATTITUDE. INSTORE SIGNAGE NEW ARRIVALSMUST-HAVESDESIGNERSALE50%OFFSELECTSTYLESUPTO 50%SALEONMARK-DOWNSSAVEANADDITIONALSUPERCLEARANCE 48
I DESIGNERS I TOPS I BOTTOMS I DRESSES I LINGERIE I LOUNGE I COATS I SWIM I BLOG STORE LOCATOR CUSTOMER SERVICEMY ACCOUNT THE DESIGNERSEASON’SMUST-HAVES VINCE I THEORY I SPLENDID I BCBG SHOP NOW WEB BANNERS
BRAND STYLE GUIDE WEB BANNERS 50 I DESIGNERS I TOPS I BLOG STORE LOCATOR CUSTOMER SERVICEMY ACCOUNT 50%SALEOFFSELECTSTYLES SHOP NOW
COLORSPMS 7744 HUMANISTFONT LIGHT (ALL CAPS / OPEN 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZSPACING) BRAND STYLE GUIDE COOL GRAY 11 COOL GRAY 5 51