Barely Basic Apparel Sarah Parillo Brand Strategy
Building the Brand Mission Statement Our mission is to give our clients timeless products that embody sustainability and comfort at reasonable prices. Vision Statement The vision of Barely Basic is to be a productive, supportive member of the Fort Collins community and the Sustainability Movement. By practicing and encouraging eco-friendly business operations and following recommendations given by the ClimateWise program, our company will do our part to preserve health.
Target Market & Products Primary: M & F, 18-24 Secondary: 25-35
Culture: •
Fourth high population in Colorado
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Mid-size college city
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Rich historical background
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Abundant outdoor recreations and annual events
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Developing sustainability programs like FortZED (strong eco-friendly culture)
Establishing the brand- Store design Modern approach to the Green Movement Professional store presentation •
Color palette: Charcoal (walls), white (fixtures)
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Recycled tags and bags
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Recycled furnishings
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Upbeat, trendy music
Establishing the brand- Personality The personality of the brand will be visible through: •
Employees
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Store atmosphere
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Marketing
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Product offering
Personality attributes: •
Sincerity
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Competence
Establishing the brand- Identity •
Easy to remember
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Easy to pronounce
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Appropriately significant
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Descriptive name
Typography •
Font: Theano Modern
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Legible?
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Feelings?
What type of brand am I creating? I am creating a brand that is conscious of the changes occurring throughout the globe and demonstrates that action is necessary and
acceptable. This brand is creating a lifestyle that is active and participant in making responsible, informed decisions about consumption and the health of
the community, without fun
ways to get our customers involved and encourage them to move away from fad fashions and impulse buying.
Competition ADDRESS
DESCRIPTION
PRODUCT(S)
WHY ARE THEY COMPETITION?
WHITE BALCONY
KILLER RABBIT
KANSAS CITY KITTY
146 S College Ave Fort Collins, CO 80524 (970) 493-3310 www.whitebalcony.com
130 S College Ave, Fort Collins, CO 80524 (970) 232-9486 https://www.facebook.com /killerrabbit.fc
136 N. College Ave. Fort Collins, Co 80524 (970) 482-5845 www.kckitty.com
-Offers trendy clothing for women -Provide small gifts and unique accessories -Fall into the niche market that is well-known in Old Town
Women’s clothing, chandeliers, lamps, hats, candles, cards, handbags, jewelry, and other whimsical gift merchandise
-Same target market -Affordable products
-Offers name-brand clothing for men -Sister store to White Balcony -Edgy styles are meant for the “fashion-conscious” male Men’s clothing -Button down l/s Print t-shirts -Denim -Chinos -Coats
-Same target market -Wide variety of men’s clothing
-Offers trendy women’s apparel -Features local artists merchandise each month (in store and on blog)
Women’s clothing and accessories -Local artists’ creations are featured
Same target market -Affordable products -Strong community support
Strengths & Limitations
Barely Basic Apparel
Strength
Limitation
Only store that offers certain brands
Established competitors
Quality
Media promotes fads & trends
Versatility
Peers influence fashion
Higher value
How will I use advertising to create my brand? • Community involvement helps advertise the business and build rapport (charity work, sponsorships, girls night out). • All advertisements (radio, email, social media, guerilla) will emphasize the vision of the company.