Brand Strategy Manual Chantal Baker 26023980
“I was determined to change the course of fashion, to move away from what I call pretentiousness of clothes – to design clothes that more obtainable, more relaxed, but ultimately more stylish and witty.”
- Perry Ellis
Contents Define the Brand Brand Essence Brand Strategy Collaborative partner Positioning Map Target consumer Brand Identity Communication Strategy Colour Palette
Define the brand
“Perry Ellis the brand was born from Perry Ellis the man. A man who was forward-thinking and fresh. Not mired in tradition. Who believed fashion was fun, and should never be taken too seriously. Patterns, pops of color, new shapes and never-before-seen styles—he embraced it all, rewriting the rules and redefining American sportswear.”
-Perry Ellis.com
Perry Ellis (Pintrest)
Perry Ellis (Pintrest)
Brand Essence
Fresh Forward thinking Youth Fun Fashion Empowering women Feminine Sophisticated
Brand Strategy
Perry Ellis plans to relaunch the brand in 2020 into the luxury market. The purpose of the relaunch is to go back to its originals values; Fun, Forward thinking and Modern fashion. The new vision for the relaunch is to create a womenswear line that will empower women to go out there and get what they want because they never felt more confident in Perry Ellis. The brand promises to focus on their consumer and their needs in order to create an experience they have never had before.
Collaborative Partner
Perry Ellis plans to carry on its collaboration with Amazon; Alexa. They recently had a collaboration in their menswear line giving men styling advice. For the future of 2020 they plan to create a virtual mirror in which it will advise women the best styles and colours for them to wear that season. The brand feels this will be a great idea as it will stand out from the competitors around them. They will also be offering their consumers a better and quicker experience.
Positioning Map
The brand plans to stand out from other competitors with its collaboration with Amazon: Alexa. The store location will have a fresh modern feel making it more relaxing to walk around the store. Whether the consumer wants to take their time and enjoy their shop or is too busy, the shopping experience will be like no other.
Target Consumer
Brand Identity
For the relaunch the brand plans to keep the essence and personailty of Perry Ellis. They think that this is key for a successful relaunch as the brand wouldn’t be alive without his orginal image. The focus will be to create clothing that will empower women; something Ellis did himself. It is key the brand brings back the original key vaules; Fun, Forward thinking and Modern. The label thinks it is key that we keep the orginal brand logo as it has been around since the brand first started making it a part of the heritage of the brand. It is not old fashioned meaning it will also fit in with the modern values. Another important part of the brand DNA is that, the brand plans to obtain the materials Ellis used throughout his designs. This included tradtional irish tweeds and tradtional knitwear. The brand feels this Brand DNA fits in with Amazon: Alexa well as the brand is looking forward into the future of technolgy and modern day society.
Communication Strategy
Online Touchpoints • Website Perry Ellis plans to create a whole new website for the relaunch of the womenswear line. This will be where the consumer can look up all the latest seasons and deals that are happening. This is key as most of our consumers use the internet. The website will be able to be accessed through an online website, a mobile app and a tablet app, giving the consumer multiple channels to be able to scroll through. •
Social Media
The brand will have multiple social media channels. Such as Facebook, Instagram, Snapchat and Twitter. This will be for the English and American consumers. However, for the Chinese consumers it will be their own social media account Weibo. Communicating through these channels will be key as this is what our consumer goes on the most.
Offline Touchpoints •
Brand Stores/ Department store
Perry Ellis plan to have stores in New York and over America. This is because the US already know the brand and is a house hold name to them. However, as an entry point to the UK it will only be placed into Department stores such as Harrods and Selfridges. This way the brand can see how Perry Ellis works in another country. If the UK take to the idea of Perry Ellis it will then plan to open a store on Bond Street, one of Britain’s leading streets for luxury brands. •
Magazines (advertorials)
They plan to have advertisements in multiple magazines. Our consumers don’t just stick to one magazine, they vary between different one. This is because our consumer likes to switch different personalities with their mood. This been said the brans plans to be in magazines such as; Vouge and ID. Two very different magazines however both very popular. •
Print Ads (Billboards)
The brand plans to have billboards all around America and the UK. This will draw more attention to the consumer as they will not be able to escape the brand.
Billboard Teaser
Billboard
d54d5b R: 213 G: 77 B:91
29636f R: 41
G: 99
B:111
000000 C: 0
M; 0 Y: 0
K:100
Colour Palette