´  Module: Marketing 2 Course: Fashion for Branding Teacher Tatiana Valoira Miqueo Students: Freja Lina Nyman, Alexandra Dahlgren, Emelina Nyqvist and Jessica Fredlund CWK2
THE BRAND TARGET: Women 0-99 years
Barcelona based Born 1995 IDENTITY: Parisian Vintage inspired clothing and accessories VALUES: Family & Sisterhood
Paloma S.
TIMELINE Start up Nice day!
Nice day collection!
Launched Nice things mini collection!
Nice things collection!
2011!
2008!
1995!
Launched Ecommerce! Worldwide!
2013!
2002!
2010!
2012!
International expansion!
Launched Social media!
Paloma Santaloalla responsible ! Launched ecommerce! Spain !
Nice things accessories collection!
Miquel Lanna deceased!
LOOKBOOK
VISUAL MERCHANDISING
“MEMORY WALL” LYON/FRANCE STORE
VISUAL MERCHANDISING IN STORE VALENCIA/SPAIN
PRISM
PRISM
ARCHETYPE
THE INNOCENT
Heritage = Tradition Romantic, Idyllic & Dreamy Strategy of doing things right
Optimistic use of colour and patterns
WIDE TARGET = NAIVE & DENIAL
ARCHETYPE
THE CAREGIVER
Mission to make every woman feel comfortable in herself during the whole day when wearing the garments
Identify themselves as a stabile person
Willing to help others through social activities
IMPLEMENTATION
TWO DIFFERENT RECOMMENDATIONS NARROWING THE TARGET
TODAY: TOO WIDE TARGET = UNCLEAR IDENTITY
FOCUS ON YOUNGER TARGET
FOCUS ON OLDER TARGET
ALTERNATIVE 1
PRODUCT: - Improve the cuts and shapes - Keep the small sizing system
FOCUS ON A YOUNGER TARGET
PRICE: - Maintain the price
PROMOTION: - Younger styling in ads - Improving Instagram - Facilitate social media icons
PLACEMENT:
- Increase value in other aspects
- Improve in-store service - Improve visual merchandising in store = easier navigated
ALTERNATIVE 2
PRODUCT: - Enlarge the sizing system & fit to a shaped body
FOCUS ON AN OLDER TARGET
- Keep the elderly design
PRICE:
(MIDDLE AGE)
- Maintain the price, relevant to middle aged women
PROMOTION: - Mature styling - Improve Pinterest
PLACEMENT:
-Remove double pricing (POS) - Improve in-store service - Improve visual merchandising in store = easier navigated
THANK YOU!