“ The easiest way to learn fashion.” Brandtionary
Portfolio
Table of Contents 1
introduction to the brand
2
customer profiles
3
brand identity
4
SMART objective
5
business model
6
visual merchandising
7 8
marketing campaign
9 10
channel timeline
11
reference l
18 month timeline
conclusion of the concept
short introduction to the brand Brandtionary is a combination of BRAND and DICTIONARY. “The easiest way to learn fashion� is the slogan of the brand. It is a one-step, interactive digital platform (website/app) that provides direct, simple and user friendly fashion brands information. Users will be able to find the exact information without having to scan different websites/papers/magazines. Thousands of facts, pictures, data and correlations can be reached in just a few clicks. It also specialized in creating branding events and activities related to fashion brands to raise the understanding and awareness of the public to a specific brand.
Why
Now?
“Data visualization may be the Next big thing.”
Rendering the Moon using Earth’s Colors
The World Seen Through 17,000 Travel Itineraries
Instability of an unsteered bicycle
Visualizing the tree line using solar panels
1.3 Billion Taxi Trips in New York City
Data Visualization
It is very important to understand the market, spot the needs and fulfil them. The creation of Brandtionary is to respond to the big data era. According to Forbes, the big data can be defined as “A collection of data from traditional and digital sources inside and outside your company that represents a source for ongoing discovery and analysis (Arthur, 2013).” The big data is also a mixture of unstructured, muti-structured, digital and traditional data (Arthur, 2013). It is mainly to describe network interactions, web behavior and other finial statistics. However, since this era has become so digital and data based, every single thing on the internet or in the books can be part of the big data and are very valuable in some aspects. Therefore, this theory of big data can be applied to this business idea, Brandtionary. With the impending rise of wearable technology, the big data will only increase and therefore many new micro, macro trends will be generated and become influential to different industry. One of the trend that Brandtionary picked up on is data visualization (Clark, 2013). In an interview between Forbes and Phil Simon, author of Too Big to Ignore:
The Business Case for Big Data, Simon mentioned how data visualization will be the next big thing in the world (Clark, 2013). You have massive amounts of data – how can you possibly comprehend it? Enter data visualization, which Simon believes is “absolutely essential for organizations…[These tools] are helping employees make sense of the never-ending stream of data hitting them faster than ever. Our brains respond much better to visuals than rows on a spreadsheet. This goes way beyond Excel charts, graphs, or even pivot tables. Companies like Tableau Software have allowed non-technical users to create very interactive and imaginative ways to visually represent information (Clark, 2013).” Brandtionary take from this potential trend and created this interactive platform for the fashion industry. This platform not only visualize data, but also analysis data, these functions are very valuable and desirable for each and every industry. Especially for this fast changing industry, the need to have a consistent, fast, straight forward platform is huge. It can be potentially described as If you get the information faster, you get the comparative advantage.
C = 24 M = 97 Y = 100 K=9
Making of the logo There are many types of logos, combination mark, emblem, wordmark, pictorial, letter mark, mascot and abstract mark. The Brandtionary logo, as you may have seen is a wordmark type of logo, this is because the logo has to echo the brand essence, which is simple, clean and neat. Another reason of using a wordmark form is because this business idea is all about straight forward information, therefore a wordmark logo would be the perfect one to use Since simple and neat is the essences of Brandtionary, therefore the font for the logo has to be very simple but also needs to be stylish and unique. As a result, the logo featured a hand-writing like font, which gives people a simple but yet in style feeling and this is the kind of feeling that Brandtionary wants to deliver. Despite the fact that lower case seems to be more modest and neat, the logo was designed to use sentence case instead of lower case, this is because of the consideration to have another letter mark logo. By using sentence case, the capital letter B could be used in Brandtionary’s other products . Use McDonald’s as an example,
they have a white logo “McDonald’s” as well as a letter mark logo “M”. The advantage to have two types of logo gives more variety to the brand. Without a shadow of a doubt that each colour symbolises a feeling and mood. For example, red stands for confidence and ambition, blue means trust and strength, yellow is optimism and clarity and green gives people a feeling of peaceful and growth (Gillett, 2014). The colour that Brandtionary uses is a slight reddish maroon colour, its CMYKbased. Red is the most suitable colour for Brandtionary, however, it will be too ordinary to use a ruby colour, therefore to add a slight twist, maroon became the main colour for the brand. According to Colour Psychology, “The color maroon can increase appetite, boost adrenaline, and raise blood pressure and heart rate. Using maroon inside the home can cause mood changes and food cravings. Tt can mean the person is passionate about what they will be doing that day (Dena Przybyla, 2018).” Therefore, not only does the colour marron have the youthful and energy elements from it base tone red, but also symbolises passion.
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Brandtionary
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“ The easiest way to
the slogan
“The easiest way to learn fashion” is Brandtionary’s slogan. Accaroding to business insider, the primary factors that determine whether the audience like a given slogan is the clarity of message, creativity and the familiarity with the brand that the slogan brings out (Taube, 2014). Brandtionary’s slogan contains all of them, it is straight forward but yet generate a curiosity that what is the easiest way to learn fashion? When people are exposed to words like “the most…” and “the …est” they become curious and want to know what is it that makes this brand the most… and …est. On the other hand, the slogan has the familiarity to Brandtionary, since Brandtioanry is a fashion based digital platform, “The easiest way to learn fashion has the most direct presentation of the brand. Just a clear, creative and relevant slogan is not enough, the promotion of it is another vital element of a successful tagline (Taube, 2014). Looking at Mcdonald’s famous tagline “I’m lovin’ it” It is so effective that when you look at the words you have the sound in your brain. This is because the marketing team of McDonald’s puts in the tagline in nearly all of the McDonald’s advertisements. The McDonald’s commercials always start with the contents and end with their signature logo and registered tagline. As a result, people are conditioned and associate “I’m lovin’ it” to the brand and their product. Brandtionary will also put resources in promoting its slogan, for example including it in their workshop events, souvenir, name cards etc. In order to let the readers familiarise with the Brandtionary essences, the slogan “The easiest way to learn fashion” is printed on the cover page of the portfolio and journal too keep reminding the readers about it and create association.
learn fashion”
customer profiles
F
S n o i s ah
s t n e d tu
There are two types of target customers for Brandtionary, fashion students and fashion retailer. The fashion students who will use Brandtionary will be ages around 18-30, and specialised in fashion marketing, management and design. They enjoy reading fashion magazines, exercising, partying and scrolling through social media in their leisure time. The general attire of this group of people is that they are very interested in fashion, especially in luxury fashion houses and brands, also passionate in styling. They could be in a relationship or single but without dependants, because they are very focused in their study and also future career. In terms of shopping, they do food shopping in big supermarkets and fashion shopping in big department stores, high-street and most often e-commerce. The reasons behind they use Brandtionary is because they need to get inspirations and get a big picture of the industry without having to scan different papers and blogs. Also desire to be more fashion-knowledgeable and able to untangle the complex associations between fashion designers and fashion houses, become more fashionably confident.
Monica Barleycorn London College of Fashion - Fashion Management
The fashion retailer that Brandtionary is aiming to target will be big department store that stock muti-brands, mainly in the mid to high end labels. Their product range from womenswear, menswear, shoes to handbags. The target customer of the fashion retailer will be people who are passionate for fashion, not only just for the logo or the name, but also to buy into the brand’s sprit and heritage, desire to understand more from the store that they usually shop. With the help of Brandtionary, the targeted fashion retailer will be able to build a stronger relationship with their target customer, also by raising the awareness of fashion labels to increase the sales of the brands in the store.
Stacey Cartwright Harvey Nichols - Chief Executive Officer
Fahsion
Retaile
r
Brand Identity
External Facts of the Brand
Picture of RECEIVER (customer)
- Fashion-knowledgeable - Understand the fashion world - Able to untangle the complex relationships between fashion houses and designers
Reflection
- Loyal - Friendly - Up-to-date - Interesting - Helpful - “The ultimate fashion source” - Strong
Relationship
- “The easiest way to learn fashion” - Provide a 1-step fashion platform - raise awarness - raise the public knowledge on the story behind, not just the logo
Physique
Picture of SENDER (brand)
- All around reloiable source - Helpful - Easy to use - 1st to find for fashion information
Aspirational Self-Image
- Simple - Straight forward - Analysis the Big Data - Innovative - Interactive
Culture
- Interactive website that allows people to get straight forward information - It is easy, fast and simple - Thousand of infomation in just few clicks
Personality
Brand Identity Prism Internal Facts of the Brand
Brand Identity Onion Brand In Action Brandtionary is an app, as well as an interactive digital website. Through subscriptions to gain consumers. Also specialised in branding events (B to B)
Brand Personality
Brand Essence - Brand + Dictrionary - An one step interactive digital platform that provides direct simpl and user-friendly information
- Simple - Innovative - Friendly - Positive - Helpful
- Mordern -Reliable - Knowledgable - Neat
Brand Value Userfriendly, aim to raise the public awareness on the fashion brand inspirations and stories instead of just the logo and the fame
Specific Meaasurable Achievable Relevant Time-bound
Specific: The purpose of Brandtionary is to raise public awareness and make learning fashion easier and more interesting. The way to achieve this is by Brandtionary’s interactive digital platform where users will be able to reach to thousands of information in just a few clicks.
Measurable: The measurable success for Brandtionary can be categorised in both qualitative and quantitative categories. Since the aim of the brand is to raise the public awareness on fashion brands and fashion houses, to eliminate the mind-set that fashion is only based on the logo or just the brand name, therefore, the qualitative success will be to effectively raise public awareness. The number of subscribers of Brandtionary will be the quantitative measure for the brand.
Achievable: This business idea is not hard to achieve, since it is a low cost digital platform, the most difficult part would be to create an interactive website and the process to analysis the big data. However, this idea is generally achievable.
Relevant: In this big data era, there is a need to have a smart technology to help analysis and filter down different data and information for readers. Brandtionary is very relevant to this period of time and to make the fashion industry better, eventually gain comparative advantage.
Time-bound: Since the 18-month timeline was set from January 2019 to June 2020, Brandtionary aims to achieve at least 10,000 subscribers and create more than 3 branding events during this period of time.
Business Model
K
s r e n t ye P a r
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ation m r o f - In stor pany m o c e - Inv site tech rs b le - We ion retai h - Fas
Key Activities - Branding event workshops - Tech analysis - Subscription system - Marketing and Advertising - Platform development
Customer Relationship Channels -Subscription - Workshop - Ongoing service
- Brandtionary app and website - Fashion retailer collaboration in store - Social media - Branding event workshops
Key Resources - Fashion data base - Tech Platform - Talented employees - Brand - Partner
Cost
- Employee payroll - Legal fees - Tech platform cost - Marketing advertisments - Analysis data cost
Value Proposition - Raise awareness for fashion brands - Easiest way to learn fashion - Simple, fast, straight forward - Number 1 fashion platform
Revenue
- Subsc rip - Fashio tions n - Brand retailer collabo ing eve nt souv rations - Social enirs media - Spons ors
Visual Merchandising
Website Design
Brandtionary is a digital and interactive online platform, and website is its “headquarter”. Not only does the website include all the features in the app, it also has some new functions that the app does not have. To cite an example, on the website, you will be able to see the hot search, on a daily basis, Brandtionary will analysis the brand/designer that was most searched on that day. The use of having a hot search is to provide the audience an awareness on which brands and designers are being search by other users and are popular recently. There are also more selection buttons for the users to get more relevant recourses. From news, brands, designers to catwalk, videos and more, users will be able to find the target information under the relevant tap. Another hot spot of the web is the subscription box, visitors get a 14 days’ free trial to try the service before they pay to subscribe, in order to redeem this, they only need to fill in their e-mail or follow to Brandtionary’s social media accounts, and this can be done on the front page of Brandtionary.
App Design Despite the fact that Branadtionary’s main function is a fun and interactive search engine, the most designed part will be on the main page in the app. The searched page will be a maroon and white colour themed mind-map design, it is a very simple design that aim to deliver the most straight forward information to the users. As a result, the design will be focused on the first page where it will feature different functions like latest fashion news, following accounts and explore different news, brands and designers. This app aims to be the first app to go to when it comes to issues relating to fashion, no matter if users want to find an answer to a fashion related question, or to check out latest news, the Brandtionary app will be the all-in-one app.
Workshop Floor Plan Workshops are the main physical activities of Brandtionary, therefore it needs to be carefully designed and organised. On this example floor plan for a Brandtionary branding event, participants will be able to involve in an all-around experience. There are some aesthetic features in this event, such as the photo booth area, refreshments and goodie bag area, these unique selling points can add value to the event and give participants a more relax and fun environment. The activity area, exhibition and speaker area will definitely be the hot spots of the site. The activity area allows participants to personalise some products and experience the Brandtionary service while the speaker talks about the brand using the Brandtionary platform. The exhibition space is undeniably one of the main part of the event, many iconic pieces and rare designs will be shown in this room to allow participants understand the brand more.
Marketing Campaign
Fashion Event As mentioned before, creating branding events and workshops are some of the main features of Brandtionary. This this micro channel timeline, you will be able to see how a branding event is done within 7 week of time. This timeline will skip the making of the event, only the marketing part will be shown. In week one, the event will only open to those who are invited. In order to create a celebrity endorsement effect, we will invite bloggers and celebrities to attend this re-view, each day with different famous people from different areas, singer, actor, fashion bloggers, YouTubers, Instagram famous etc. Participants will be encouraged to use social media while attending this event, especially while we talk about the brand using Brandtionary. The use of first week is mainly to raise awareness of the event itself, moving on to week 2 is where the actual promotion of Brandtionary starts. Week two will be the public review, anyone can attend as long as they download our Brandtionary app. The Brandtionary app will act as a ticket, where people can book a slot for a tour for the event or a space for workshop. This will successfully increase the numbers of people to use our app. Week three to five will be generally keep recording the amount of people participating the event and keep boosting it with the help of social media. The last two weeks are about keeping hold the potential subscribers, through using the entrance ticket as a discount code, to encourage subscriptions from the participants.
If Facebook were a country, it will be the world’s third largest country, and inside this country, you can contact with people from different countries without having to take a long hour flight. Therefore, how can Facebook not becoming a main marketing channel for businesses? Brandtionary will utilise Facebook in terms of keeping out target audience updated. The team of Brandtionary will regularly upload different posts to raise the awareness of the public on fashion houses and fashion designers. Brandtionary’s Facebook account works similarly and closely with its Instagram account. Apart from posting posts each day on different topic, during branding events or other PR events, Brandtionary will invite fashion bloggers or special guests to take over Brandtionary’s social media account in order to attract more audience. Same as Instagram, one of the advantages to use social media is because of the quantitative data that a business can collect by using these platforms.
The social media channels are the “must-haves� when promoting a brand, especially Instagram. The association between this images and videos based social media platform and fashion undeniable, therefore it is one of Brandtionary’s most focused channels. We will take a regular posting route to keep our audiences updated and reminded each day, with different themes and topic each day, looking at the Brandtionary account will become part of their routine. As you can see, on Monday we will upload a post about some interesting facts about a designer. Tuesday will be the history of fashion brand. The inspiration behind an iconic garment will be posted on Wednesday. Then on Thursday we will post about a certain style, for example the different items that a New Yorker would wear. The drivers behind a certain trend, for example denim trend, will be analyzed on Saturday. And on the last day of the week, different iconic collection and their details will be presented. On the other side, Brandtionary will be able to collect data about their audiences, from the number, type, age to their preferences and personality. Through these big data, Brandtionary will be able to understand their target customer more and provide more suitable and personal contents for each and every customer.
YouTube The influence of YouTube on fashion and beauty is enormous. Videos bring flat images and dull information to live, and that is one of Brandtionary’s purpose, to convert information into ore fun and interesting format. Different animated stories behind the brand will be produced and uploaded on YouTube. Not only do fashion students have a more interesting way to understand the industry more, this also encourage the general public to be aware of the fashion world and also attract them with the interesting stories.
Magazine Collaboration The relationship between magazines and fashion is unbreakable. One of the reasons Brandtionary uses magazine collaborations one of their marketing channel is because our purpose is similar to magazines’ purpose, we both aim to deliver fashion information and raise awareness on specific trend or topic. Another reason is because, we share a similar type of target customer: people who are passionate for fashion. In terms on the practical part of using magazine as a marketing channel, we will take over a special column in a chosen magazine, each week we will deliver different interesting facts and fascinating stories behind designer for our audiences. Unlike the normal special columns in magazine, Brandtionary will follow its main brand essence to provide the easiest and quickest way of learning/ reading. The special column of Brandtionary will be mainly images and mind map form layout of information, aim to give our readers a straight forward experience.
18 month timeline
Conclusion of the Concept
“Every once in a while, a new technology, an old problem, and a big idea turn into an innovation.” This is a quote from Dean Kamen, an American engineer, inventor, and businessman. There are numerous problems and issues arise in every day in every spaces. Some people tend to go along with the problems, some desire to solve and others create creative ways to resolve these issues. No matter if the problem is big or small, if it is affecting one person, then there will be a way to resolve it. To cite an example, one of the most successful apps in recent years will be Snapchat. Snapchat was invented by two Stanford University students in 2011. The main reason why they are so successful is because they have changed the public’s perception on pictures and photographs. Photos are usually taken to commemorate special moments, however as Snapchat was created, people are more open to share their instant activity, stay connected with friends and update instant expressions. Despite the absent of an actual problem exciting in the market and the demand of such functions, the creators of Snapchat believed in this idea and made it work. This Brandtionary business idea aims to speed up the process of analyzing information and to create an innovative way of learning. Through this interactive websites, users will be able to reach to the huge big data without having to scan and read papers and essays. This is something that will be very influential to this era of big data and flooding information. The Snapchat was a university project, and through the the irrigation of hard work, money, ideas and help, it became one of the most used app in the world.
Figure List portfolio figure list: 1. Vogue. 2018. Chanel FALL 2018 READY-TO-WEAR. [ONLINE] Available at: https://www.vogue.com/fashion-shows/fall-2018-ready-to-wear/chanel. [Accessed 15 May 2018]. 2. Vogue. 2018. Chanel FALL 2018 READY-TO-WEAR. [ONLINE] Available at: https://www.vogue.com/fashion-shows/fall-2018-ready-to-wear/chanel. [Accessed 15 May 2018]. 3. Vogue. 2018. Balenciaga FALL 2018 READY-TO-WEAR. [ONLINE] Available at: https://www.vogue.com/ fashion-shows/fall-2018-ready-to-wear/balenciaga. [Accessed 15 May 2018]. 4. Vogue. 2017. Christian Dior FALL 2017 READY-TO-WEAR. [ONLINE] Available at: https://www.vogue. com/fashion-shows/fall-2017-ready-to-wear/christian-dior. [Accessed 15 May 2018]. 5. Marr. 2017. The 7 Best Data Visualization Tools In 2017. [ONLINE] Available at: https://www.forbes.com/ sites/bernardmarr/2017/07/20/the-7-best-data-visualization-tools-in-2017/3/#2a8f35c8105c. [Accessed 15 May 2018]. 6. Marr. 2017. The 7 Best Data Visualization Tools In 2017. [ONLINE] Available at: https://www.forbes.com/ sites/bernardmarr/2017/07/20/the-7-best-data-visualization-tools-in-2017/3/#2a8f35c8105c. [Accessed 15 May 2018]. 7. Marr. 2017. The 7 Best Data Visualization Tools In 2017. [ONLINE] Available at: https://www.forbes.com/ sites/bernardmarr/2017/07/20/the-7-best-data-visualization-tools-in-2017/3/#2a8f35c8105c. [Accessed 15 May 2018]. 8. Marr. 2017. The 7 Best Data Visualization Tools In 2017. [ONLINE] Available at: https://www.forbes.com/ sites/bernardmarr/2017/07/20/the-7-best-data-visualization-tools-in-2017/3/#2a8f35c8105c. [Accessed 15 May 2018]. 9. Marr. 2017. The 7 Best Data Visualization Tools In 2017. [ONLINE] Available at: https://www.forbes.com/ sites/bernardmarr/2017/07/20/the-7-best-data-visualization-tools-in-2017/3/#2a8f35c8105c. [Accessed 15 May 2018]. 10. Vogue. 2018. Alexander Wang FALL 2018 READY-TO-WEAR. [ONLINE] Available at: https://www.vogue. com/fashion-shows/fall-2018-ready-to-wear/alexander-wang. [Accessed 15 May 2018]. 11. Vogue. 2018. Christian Dior FALL 2018 READY-TO-WEAR. [ONLINE] Available at: https://www.vogue. com/fashion-shows/fall-2018-ready-to-wear/christian-dior. [Accessed 15 May 2018]. 12. Vogue. 2018. Christian Dior RESORT 2018. [ONLINE] Available at: https://www.vogue.com/fashion-shows/ resort-2018/christian-dior. [Accessed 15 May 2018]. 13. Barleycorn. 2018. Hello Monica. [ONLINE] Available at: http://www.helloomonica.com/2016/04/a-day-inlife-london-college-of-fashion.html. [Accessed 15 May 2018]. 14. Man. 2017. Harvey Nichols reshuffle raises questions over succession. [ONLINE] Available at: https://www. drapersonline.com/news/harvey-nichols-reshuffle-raises-questions-over-succession/7026286.article. [Accessed 15 May 2018]. 15. Vogue. 2018. Chanel FALL 2018 READY-TO-WEAR. [ONLINE] Available at: https://www.vogue.com/fashion-shows/fall-2018-ready-to-wear/chanel. [Accessed 15 May 2018]. 16. Vogue. 2017. Chanel FALL 2017 COUTURE. [ONLINE] Available at: https://www.vogue.com/fashion-shows/ fall-2017-couture/chanel. [Accessed 15 May 2018]. 17. Vogue. 2017. Chanel SPRING 2017 READY TO WEAR. [ONLINE] Available at: https://www.vogue.com/ fashion-shows/spring-2017-ready-to-wear/chanel. [Accessed 15 May 2018]. 18. Vogue. 2017. Chanel FALL 2017 COUTURE. [ONLINE] Available at: https://www.vogue.com/fashion-shows/ fall-2017-couture/chanel. [Accessed 15 May 2018]. 19. Vogue. 2018. Balenciaga FALL 2018 READY-TO-WEAR. [ONLINE] Available at: https://www.vogue.com/ fashion-shows/fall-2018-ready-to-wear/balenciaga. [Accessed 15 May 2018]. 20. Vogue. 2018. Christian Dior RESORT 2018. [ONLINE] Available at: https://www.vogue.com/fashion-shows/ resort-2018/christian-dior. [Accessed 15 May 2018]. 21. Vogue. 2018. Chanel SPRING 2018 READY TO WEAR. [ONLINE] Available at: https://www.vogue.com/ fashion-shows/spring-2018-ready-to-wear/chanel. [Accessed 15 May 2018]. 22. Vogue. 2017. Chanel FALL 2017 COUTURE. [ONLINE] Available at: https://www.vogue.com/fashion-shows/ fall-2017-couture/chanel. [Accessed 15 May 2018]. 23. Vogue. 2017. Chanel FALL 2017 COUTURE. [ONLINE] Available at: https://www.vogue.com/fashion-shows/ fall-2017-couture/chanel. [Accessed 15 May 2018]. 24. Vogue. 2017. Chanel FALL 2017 COUTURE. [ONLINE] Available at: https://www.vogue.com/fashion-shows/ fall-2017-couture/chanel. [Accessed 15 May 2018]. 25. Vogue. 2017. Chanel FALL 2017 COUTURE. [ONLINE] Available at: https://www.vogue.com/fashion-shows/ fall-2017-couture/chanel. [Accessed 15 May 2018].
Reference List
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DESN 3370 Fashion Marketing Major Project: Realisation PORTFOLIO Wing Tung Wong 200929742