PINK [Rebranding] Carly O’Barr
COMPANY OVERVIEW
-Owned by Limited Brands -Launched in 2004 -Sub-company of Victoria’s Secret -Listed in fortune 500 list of top companies in 2013 -2014 annual revenue: $1.5 billion
OBJECTIVES
-Capturing college life on campus -Celebrating campus lifestyle -Inspiring young women to have their own personality and unique style
REBRAND OBJECTIVES
-Appeal to young college females, while maintaining a collegiate, but fashion forward feel
MARKET SEGMENT
-L Brands & Victoria’s Secret -Female college students -Young women -Female athletes -Fashion foward ladies
TARGET AUDIENCE -College females who want to stay comfortable, but look the part, while maintaining a busy and studious lifestyle
TAGLINE DEVELOPMENT -Emphasize campus lifestyle -Focus on comfortable apparel -Appeal to college females The new tagline should appeal to young females, but still convey a message that clearly represents the brand - which is providing clothing that is chic and stylish, yet comfortable enough to wear for class and long days and nights, full of studying. The new tagline must celebrate campus lifestyle and chic, stylish comfort.
CAMPUS COMFORT.
NAME DEVELOPMENT
-must convey femininity -must capture the essence of youth -transition of young women into adulthood
YOUTHFUL & FEMININE
-Blush: sweet, girly, youthful -REP!: varsity, representing through style -Rouge: a pink colored powder or cream applied by young ladies to color their cheeks and lips
BLUSH
LOGO DEVELOPMENT
-must have a collegiate feel -should be clean, simple, and somewhat “girly” -should have a feminine, delicate color scheme
THE SHEILD & LAUREL WREATH The sheild is used as the logo for many schools, mostly universities in locations all around the world. The laurel wreath comes from ancient Greece, where they are awarded to victors. The laurel wreath is also used as a symbol of the master’s degree in some countries.
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B
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B
TYPE DEVELOPMENT
-convey a collegiate, clean, and neat appearance -represent female students at a college level
VARSITY REGULAR UNIVERS ULTRA CONDENSED
B LU S H C A M P U S C O M F O R T.
B B LU S H C A M P U S C O M F O R T.
COLOR
-feminine, clean, fresh, and young -collegiate, approachable, relateable, recognizeable
COLOR THEORY
-Pink: energy, femininity, innocence, youth -Gray: formal, associated with intellect, sophisticated
B B LU S H
B
B LU S H
B
B LU S H
C A M P U S C O M F O R T.
C A M P U S C O M F O R T.
B B LU S H
B B LU S H C A M P U S C O M F O R T.