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contents - Brand philosophy pages-4-9 - position and target market pages-10-15 - promotional budget pages-18-19 - pricings and costings pages-20-25
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BRANDING STATeMENT
our brands philosophy...
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MOLTi UOMiNi is a Contemporary menswear brand that primarily communicates and connects with it’s customers through our clothing, helping them fulfil a creative, positive lifestyle. As a brand we provide men with the opportunity to express their individuality, making them feel confident to be who they are, through the clothes that they wear. MOLTi UOMiNi lets men escape uniformity by providing a variety of clothing and an experience that lets them have their own personal vision. As MOLTi UOMiNi means ‘many men’ in Italian it reflects us as a brand reaching out to people with our bright, diverse designs making them stand out, encouraging people to come together and express themselves and us as a brand. We’re an independent British street wear label that continues to be inspired by youth nostalgia, with a deep understanding of culture and the things that make it relevant today. As we create new solutions for innovation through our design process, We offer a unique design aesthetic that has traditional menswear techniques but offers a modern interpretation of masculinity through the design, print and silhouettes.
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This debut collection for SS17 focus' on the Woodstock festival from 1996. Inspired by original Woodstock film to create a diverse colour range, the use of Confident pinks is strong throughout all the looks with complimentary stripes that are bold and eye catching that creates a positive attitude throughout the collection. As Woodstock festival was all about people coming together and celebrating 3 days of peace and music, as you can see from the look book, this collection captures the essence of celebrating life and being free. This relates back to our brands philosophy of a positive lifestyle and people being able to express themselves, as Woodstock was all about feeling free and feel comfortable to be who you are.
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three days of peace and music.
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promotional campaign
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"all i'm gonna do is just go on and do what i feel."-jimi hendrix
Effortless style, individuality and easy- going living are at the heart of the brands philosophy. We pay attention to fabric selection, fitting and perfect quality which makes the wearer feel good and have the confidence to wear our brand. As we like to reflect positive and caring attitudes towards life, we as a brand provide people with their "own personal vision".
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position and target market. The chosen market for MOLTi UOMiNi is men usually from the age of 18-35 who like to express a quirky and positive life style through their clothing. As you can see from our branding, were not just selling the clothes, it’s also about the image we present and how the customer responds to that. MOLTi UOMiNi is a young brand that is not afraid to push the boundaries, the style captured in our images and branding, reflecting the customer we are aiming towards. The images have a casual, imperfect feel to them, as the models looks natural and comfortable, in the clothing and surroundings. This is the image and lifestyle we want to sell of our customers. Using film photography for our campaign photos reflects a natural feel reflecting the Effortless style we have as a brand. To complement this our branding is very simplistic but also modern and uses bold, slim text for our name and throughout our website letting our users focus on the content, such as the strong use of our imagery to reflect our clothing, as a creative company this will appeal to our target market. Our logo is simple and effective combining the M and U together of MOLTi UOMiNi having a clean eye catching look, instantly recognisable. As our age range is 18-35, and we are promoting a free spirit lifestyle, I feel we aim towards students, mainly creative, as we aim to be inspired culture and youth nostalgia, in response to this we offer students a 10% discount.
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As we are a creative brand and our collections are conceptual, by having Effortless style, individuality that reflects a confident lifestyle. When a new season is released we create a Spotify playlist that relates to the collection and people can download from our website to listen to when working, travelling or just relaxing. This creates a strong connection to our customers and lets them relate to us as a brand. Another unique selling point for us is on our website we have a tab called connect, this is where we let customers know about current exhibitions, events, articles and collaborations that are taking place at the moment that we feel our creative customers will be interested in.
Love is a friendship set to music.
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Similar brands to MOLTi UOMiNi are Paul Smith, Liam Hodges, Our Legacy, Lazy Oaf and Margaret Howell. These brands all reach out to the creative market and create collections that have a story behind them, using bright colours and graphical print elements in their design work. For example, Paul Smith explains his eclectic aesthetic as a leading and uniquely British brand. They mix up one-off antiques with high quality tailoring: “the chair you sit on when you buy a suit is for sale and we can wrap the suit and have the chair waiting for you when you get home.” They reach out to their customer by using comedy and individuality, that lets the customer have a personal experience when shopping with them, this attitude shows the personality of the customer to be funny, free spirited and creative, which is the target market I am aiming towards with my brand. As Molti Uomini is around the same price range as many of its competitors selling similar items, such as Our Legacy, who’s’ T-shirts are around the £100 mark, we need to promote the benefits you get when buying in to us as a company. By looking at our target market of creative people we can connect with them by promoting the lifestyle we lead with our brand, such as interests in the arts and music. With our positive and caring attitudes towards or brand and clothing this reflects what our customers also get out of shopping with us and goes back to our philosophy of letting our customers express their individuality, making them feel confident to be who they are.
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OWN PERSONAL VISION. Social media is such an important thing and a brilliant way to connect with customers. Instagram is such a massive platform, we have created an Instagram account so people can see our collections and campaigns which are shot on location and not in the studio as it gives the customer a good understanding of the collection and the attitude we are expressing through that collection. We also repost our customers posts of them either wearing our garments or visiting an event that we have recommended as it goes back to our philosophy of letting people have an experience that lets them have their own personal vision and showing the creative lifestyle they have and wearing our brand helps them do that. Also as we are an independent British label it means we have a strong connection with our customers, whereas Paul Smith, that is more global.
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contact get in contact via our social media or visit our website at www.moltiuomini.com
@moltiuomini instergram
@moltiuomini facebook
@moltiuomini twitter
@moltiuomini pinterest
@moltiuomini youtube
@moltiuomini snapchat
BRANDING STATeMENT
promotional budget.
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£2000 spent on sending sample products to creative bloggers that can promote and comment on the clothing and their experience with the brand on there blog. Also artists and musicians that I feel would be seen to wear the brand but also who my target market would connect to as a person, as It will make them want to by it if it is seen on them. People I feel that wold connect to my brand would be musicians like Mac Demarco and The lemon twigs. Bloggers that would be good to promote would be men such as Sean Elliot OConnor and Julian Klincewicz. £1000 spent on postcards and business cards, that show contact details and campaign images. These would be given to independent record stores, café shops and art galleries. This would include places such as the riding house café, Flashback records and the Saatchi Gallery. £2000 spent on targeted advertising on creative websites such as Vice and ID magazine that look at culture and the creative areas, which our customers will look at as part of there lifestyle.
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MOLTI
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molti uomini
Pricings and costings...
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As my competitors are Paul Smith, Liam Hodges, our legacy, Lazy oaf and Margaret Howell, these are all high end brands. As I have studied these companies I found that their pricings are relevant to the product and brand status. Paul Smith tailored trousers are at around the 190 mark, this is because they are made out of 100% Oxford cotton cloth and have unfinished hems for custom tailoring and bespoke finish, which lets the customer have a personal experience when buying them and have them fitted. The T-shirts are around the 120 mark made out 100% cotton jersey. After working out my costings, my T-shirt comes to 148, which is higher than my competitors and the tailored shorts are 193. I think these prices fit well within my competitors and target market, as we are a high end Contemporary menswear brand. As my prices are higher than my competitors' this is due to the high quality of fabrics used within the shorts and the T-shirt has been hand screen printed meaning a lot of time has gone in to making our products to give our customer confidence that our products are an excellent standard, as we want our customers to feel good. As we say at the heart of the brands philosophy is Effortless style, individuality and easy- going living. We pay attention to fabric selection, fitting and perfect quality which makes the wearer feel good and have the confidence to wear our brand making our prices justified and work against our competitors. As an independent British label, we have a strong connection with our customers, by being creative and giving our customers an overall strong connection with us as a brand , they are buying in to the company, not just the clothing which makes the customer have a stronger connection to the clothing and feel good when they wear them, as they are wearing a brand they love.
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COTTON SCREEN PRINTED TEE COSTINGS.
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pink cordroy taliored shorts costings.
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sunday august 17th 1969 10.00 a.m
molti uomini www.moltiuomini.com escape uniformity