Creative Brand Stategy
Gurkiran Chana 26014016 Fashion Management & Communication
BRAND STRATEGY The main objective of the Junior collection is to gain & promote a sub-culture demographic in the Asian market. This will feature mangy different aspects that will show the diversity of the brand, starting with having asian models as a focal point on the launch.
There arent many asian models in the fashion industry so launching a new brand which is specific to the changes at the start will be influential for others to do the same. the olympics are around the same time so it would be good for the brand to be a part of it, the sports wear line would be worn by the athletes thus being shown to the masses.
Market Research The main collaborations that we would like to focus on are the influential to the demographic we’re focusing on. So for this reason I have decided to go with “Rich Chigga� he is a up and coming music artist that has a big market in both Asia and the western market. Also for the design aspect of the clothing line the brand will be collaborating with the Japanese artist Yayoi Kusama and Indian artist Rina Banerjee to influence clothing designs.
Another collaboration that I mentioned before was getting a partnership with the 2020 Tokyo olympic games, it is in Asia and will be seen all around the world so it will be beneficial to both.
Repositioning Map The sports wear industry is a competitive market, so a re-positioning map which features all the brands and their specific qualities is hard to do. I decided to go with four that will fit into all the brands that I want to show, these are Price, high comfort, low comfort and fashionable. The introduction of the brand will have to highlight these four so i have used some examples of other brands that will be similar to the Junior collection. I have shown designer brands such as Ralph Lauren & Fred Perry and I have also shown mid market brands such as Nike & Adidas. They are both on opposite sides of the map so I would like the junior collection to be towards the middle.
Touchpoints Online Touchpoints: Owned media: b2c website, b2b website, webshop, mobile web, mobile app, tablet app and social media Earned media: social media, viral campaigns, blogs and news Bought media: advertorials and interactive television Offline Touchpoints: Channels: brand stores and popup store Bought mass media en spatial: print ads, advertorials, public space (billboard) and sponsoring
Brand Identity Jean Paul Gaultier has always had a trend setting vibe and we plan on continuing that, he was the first to introduce tattooed models and more. There are asian models but not as many as there should be at the moment, so promoting the asian market is something that I feel he would have done at the start of his career too. Merging with collaborators will be easy as only one will want to choose their exact clothes.
The Rich Chigga collaboration will have him choose some ideas he likes. The collaboration with the artists Yayoi Kusama and Rina Banerjee will set the brand apart from other sportswear brands, and will reflect the creativity of the brand making it more successful for the Spring/Summer 2020 relaunch. The olympic partnership will feature clothes that we design for them and will feature the olympic logo and more.