B R A N D I N G BUSINESS PLAN
An nexION
Positioning
Brand positioning is extremely neutral ladies, also subject to seasonal constraints, there will be a variety of clothing the way they dress. AnnexION is an extremely neutral couturier brands, Brand vision is to let Matching Clothes can break the shackles of the season,And the brand's single product can be a variety of way to outfit ,Brand style is add color and printing in black and white tone to strengthen the brand style. Brand inspired come from architecture art, installation art and projection. Brand Positioning Keywords: freedom and independence simple neutral high quality.mutil way to Match Clothes Target groups: high levels of 25-35 years of age in highincome professional women,want to Match a unique style, With a strong style of fashion language to express his strong personality. Similar style competition brand:Rad Hourani RAD HOURANI’s ideal is to design an fashion which men and women all can wear an unisex style, not subject to seasonal constraints; therefore, he subverts the traditional fashion inherent published twice a year, the seasonal characteristics of the design of the confused, into a nonchanging seasons of the series was released, only to clothing with a sequence number order. DAMIR DOMA virtue of its cutting-edge avant-garde design and unique silhouette became highly influential high fashion brand.
Pricing Strategy
Price Strategy Brand positioning high-end designer brands, Brand inspired come from architecture art, installation art and projection. Creativity and high quality clothing is clothing Pricing basis Pricing will be referenced by RAD HOURANI’s price Because the brand Increased printing and color overlay design for more details so the price will be much higher.
An nexION
COAT JACKET 100% 90% COMPSITE COTTON Fabric 10% LYCRA 1500 EURO 645 EURO
COAT 90% COTTON 10% LYCRA 445 EURO
COAT 90% COTTON 10% LYCRA 345 EURO
COAT 100% COMPSITE Fabric 889 EURO
COAT 100% COMPSITE Fabric 699 EURO
RAD HOURANI
COAT 100% COTTON Fabric 490 EURO
COAT 100% WOOL
COAT 100% WOOL
COAT 100% COTTON
370 EURO
1050 EURO
330 EURO
Distribution Develop
Prior to the development of a special distribution for positioning emerging designer brands , increase brand awareness branding will get more and more help to expand the brand 's distribution sector , after the development of good retail agents and e-shop in this area will further expand distribution areas for the next step will be to develop distribution strategies stores Distribution in the DOS store is the best means first of all: a perfect showcase brand image , get some visibility in the brand after the start of stores and pop up store distribution plan would be to help consolidate the brand image of the minds of customers , such as fully show the brand concept of shop Decoration and shopping guide staff in suit with the brand. It will help to promote the brand Value . The next step will be considered as settled concept store like colette to expand brand awareness , while adding department store increase brand competitiveness . Development concept is an extension for distribution channels and then the next emerging brand to brand promotion and expand awareness of the premise, the gradual consolidation of market segmentation and brand value in the minds of consumers in this process , and allow consumers to slowly come to accept this emerging brand new concept
Sourcing
Sourcing strategy Sourcing brand production will be completed in China, Becouse of low-cost raw material and the labor, And now many emerging Chinese rise in their own processing plant, while also accelerating the expansion of emerging brands willing to undertake relatively small orders(Because while cooperation with emerging designer brands can be improved and developed for their craft, but also to meet the needs of a small number of orders for new brands) In cooperation with the processing of time-controlled product SKU number to reduce inventory risk Focus on the processing and brand icons products is one way to lay the foundation for the promotion in the early
Communication Strategy
The initial communication strategy mainly fashion show , network , advertising , art exhibitions Fashion show ( fashion event ) : fashion show lets the mainstream media and customer see the brand latest products in the first time ,Fashion Events can make the brand get maximum Topics spread duing y the event Internet (smart mobile devices): This will be the main mode of transmission of the brand, the establishment of a public home page (facebook, instagram, etc.) Social Media Is spreading fastest in the younger age groups as well as the most popular platform for information dissemination, Mobile App can combine The official website with Interactive applications (we can add some chat system , game and Multimedia Visual Magazine Let everyone begin to understand this emerging brand When they in the entertainment ) (According to the survey A young people almost ganna open the phone App 60 times every day, So this media platfrom can not be ignored) Advertising: Advertising will be mainly invested in the network, and magazine , networks will be a major platform for advertising, television advertising platform cash high price and the young audience slowly drain, the price is relatively low and now many young people love to live use internet Art exhibitions: the brand is inspired by the projection of art, architecture and installation art, I can spread the brand exhibition in collaboration with the artist at the same time to improve the brand value