Brand Book 2018
The Fashion is You
Table of Content The Genesis The Essence Mission, Vision, Values Brand Personality Brand Position Brand Strategy Brand Aesthetic Brand Logo Targeted Audience Brand Communication
The Genesis
Since its foundation in (year), Alex has established itself worldwide as benchmark brand in design and quality. Currently we are present in more than X points of sale across the globe: Armenia, Russia‌a brand with international spirit and vocation.
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MAKING THE RIGHT (PRODUCTS) Since (year), we at Alex have been designing and making socks, t-shirts, etc. with attention to detail, care and dedication, and a know-how for choosing the best materials and the highest quality textile. The result: unique collections that complement any wardrobe and designs that adapt to the current trends whilst maintaining our exclusive character.
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The Essence
Mission\Values\Vision
MISSION
Keeping it modern always in fashion and comfort, our mission was and still is to make our customers feel special with our products.
VALUES Design and trend are the values that the company focuses on when forming specialized teams experienced in the fashion industry.
VISION Our vision for the future, based on these values, is to position Alex in the main fashion capital cities across the globe.
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Personality
Sincerity Down-to-earth Honest Wholesome Cheerful
Excitement Competence Reliable Intelligent Successful
Daring Spirited Imaginative Up-to-date
Sophistication Ruggedness
Upper Class Charming
Outdoorsy Tough
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Lux
Classic
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Fashion
Mass
Position
Strategy
The Plan
New products
Up-to-date Trendy Modern Unique Customized
More Sales Points
Shops Malls
Expend Export
Armenia Russia Europe Middle East Asia
Factory 2017 Shop 2018 mall 2019 Shop 2021
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Aesthetic Principles
Products
Each product is inspired by different environments, and it is this versatility that allows us to be part of your day-to-day life.
Working: A simple but current style. Free time: Relaxed, casual, and modern. Cocktail: Sophisticated and chic.
But we are not defined by clothes alone. Accessories are also an important part of our identity, as well as our limited edition lines that provide an extra dose of sophistication and exclusivity.
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From the initial sketch to the point of sale, creating clothes of Alex is an elaborate process that involves different fashion designers and tailors, whose expertise can be seen in each and every cloth. The best materials are sought to create our products: proprietary fabric, cotton, leather, and silk‌ all crafted by expert hands toensure they reach the consumers’ needs.
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Design
FASHION
Logo
THE BRAND
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We like people who look for something different, who appreciate quality and attention to detail. Our collections are designed for modern and fashionable people who trust our brand to define their style. Alex gives them that touch of personality they need in their day-to-day activities.
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Audience
We grow and evolve hand in hand with our clients. Our ways of communication adapt to them, combining physical means (such as fairs, showrooms, events and our network of stores) with the cyber world to convey a solid image. Alex is present in social networks – such as Facebook, Twitter, and Instagram – where we generate and share interesting content and interact directly with users. We also strive to contribute and provide value to the media channels, such as magazines, radio and television - collaborating with fashion journalists and TV hosts, and participating actively in the blogger phenomenon.
Communication
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Address: 127/21 Arshakunyats Avenue, Yerevan, Armenia Phone: +374 10 48 48 15