Mc Car dell
BRAND MANUAL
CONTENTS BRAND STORY
6
OUR VISION
11
OUR MISSON
12
OUR PROMISE & VALUES
13
TYPE AND FONT
18
BRAND STRATEGY
24
BRAND GUIDELINES
28
REPOSITIONING MAP
32
COLLABORATIVE PARTNER’S
36
BRAND IDENTITY
39
TREND & MARKET RESEARCH
40
COMMUNICATION
43
INTERIOR DESIGN
45
MOODBOARDS
52
CONTACT
62
BIBLIOGRAPHY
66
Brand Story Welcome to the McCardell family, which has been rejuvenated this year just for you. McCardell represents an aspirational lifestyle for atheletic, strong and independent women. Our brand represents a futuristic, technologically advanced brand which aims to provide high quality sportswear to fit your busy, atheletic lifestyle. Our brand originates from the inspirational American born Claire McCardell who launched the brand in 1932. She was known as the most influential American designer for women’s sportswear (Yohannan, 1998). The brand now lives on in her memory. Using the brand’s original designs ensures that the brand’s personality and essence is transcended in the relaunch.
BE BOLD. DARE TO BE DIFFERENT.
WHO ARE WE AND WHAT DO WE BELIEVE IN?
Our Vision
Our brand will establish itself as a leading women’s sportswear brand both in America and Japan. This will happen through our multi-channel offer.
OUR MISSION STATeMENT McCardell aims to be the main sportswear brand exclusive for women aged 18-30 within the American and Japanese market. Our brand offers the edge a lot of brands cannot. Our goal is to offer a range of products which empower women to feel strong and confident, connecting to the brand emotionally. Health and wellbeing are extremely important to us. We believe a healthy lifestyle starts with feeling great within yourself. Our brand enables you to do that.
OUR PROMISE
We provide feminine, comfortable and vibrant sportswear which can fit your athletic lifestyle. We promise to deliver superb customer service to our consumers. We will deliver the most cutting edge designs within the market and strive to achieve the best prices available.
Technology driven, we strive to deliver the best instore experience which will blow your mind.
OUR VALUES We believe that a healthy lifestyle is important to achieving a happy life. We value diversity and believe women should be valued.
TAGLINE
Be bold. Dare to be different.
Brand Freshness
It’s been 70 years since McCardell revolutionised the American fashion industry with her sports wear. The 2020 launch will bring a freshness to the industry, introducing a women’s only line.
Mc Car dell Consumer Experience
The 2020 launch will be all about the instore and consumer experience. This will include technological advances and an indepth knowledge of the consumers needs and desires.
typeface 1
The brand uses two fonts to establish the brand image. Bungee regular font is used within the brand logo. This font really suits the brands bold ethos.
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typeface 2
The brand uses two fonts to establish the brand image. Nixie One font is used throughout the brand manual.
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Mc Car dell The brand uses orange and black to establish it’s brand ethos. These two colours will always be associated with McCardell sportswear.
The McCardell logo should be applied to all communications of the brand. The logo is bold and bright, which represents the brand’s ethos very well. - The logo should always be used with the orange frame around the adge. - The font type should always be bungee regular and black in colour. - The logo should always be displayed as shown and capitalised.
Brand Strategy
To encourage women to feel comfortable and empowered when doing exercise. Taking women’s sportswear to a new level.
Our brand offers high quality, exclusive women’s sportswear which is available worldwide via the internet. As well as two stores launching in New York and Tokyo in July 2020. At McCardell we produce garments to make you feel empowered and strong. We want to make you feel confident and energetic when wearing McCardell, no matter what age you are. McCardell is a brand which fits into your active everyday lifestyle. We believe there isn’t a brand like McCardell, which is where the brand tagline has evolved from “Be bold. Dare to be different”.
BRAND GUIDELINES
At McCardell we are identified by our trademark logo, which is bold yet simple. We will forever be a brand which is recognised by our feminine, vibrant and sporty vibe. Our trademark logo will be used inside all McCardell designs.
Repositioning Maps Fashionable Mc Car dell
Affordable
Expensive
Basic
Repositioning Maps Fashionable
Mc Car dell
Low Comfort
High Comfort
Basic
Collaborative Partner McCardell will thrive from celebrity endorsement. Miley Cyrus will be the main celebrity endorsement for the relaunch in America in 2020. Miley Cyrus is a famous American singer aged 25. She is well known for being daring and outrageous, as well as standing for women’s rights, which is why she fits the McCardell brand perfectly. With 73.6 million followers on Instagram and 38 million on Twitter, she has a large social media impact. With most of her followers being 18-25, she reaches out to many potential consumers.
McCardell will also collaborate with the Tokyo 2020 Olympics. One hundred VR headsets will be available at the Japanese store where customers can book to watch the opening ceremony live as part as our launch party. As well as this, atheletes participating will be sponsored by McCardell to wear our sportswear, bringing a high amount of publicity from such a big event.
Collaborative Partner
The brand’s collaborative partners are extremely important for the brand’s survival and success. McCardell became a sleeping beauty brand when the founder Claire McCardell sadly passed away (Yohannan, 1998). To make the brand relaunch successful the brand needs a successful social media presence and a strong brand partner.
brand identity
Our brand will cohesively merge with our collaborative partner by having a strong understanding and knowledge of our consumers needs and wants. The original ethos of McCardell’s brand will always be known to our consumer. We will always remain a women’s only brand. McCardell was inspired by the range of materials she could experiment with. In the relaunch photoshoot we used foil to show how different materials can enhance your body shape.
trend research
market research
Kristie Wong
TONE OF VOICE...
fun
sporty
feminine
independent
COMMUNICATION
McCardell will communicate with consumers through many different communication channels. Our brand will operate through it’s own brand website, Facebook, Twitter and Instagram. Facebook, Twitter and Instagram are used widely in both America and Japan amongst the millennial generation and generation X. McCardell will have many offline touchpoints. There will be two brand shops opening in New York and Tokyo in 2020, which will be an interactive experience for the consumer. This will be the brands competitive advantage, McCardell offers more than just the product, but an experience. Hundreds of billboards will feature before the launch in 2020 in both New York and Tokyo. Another offline touchpoint will be the partnership with the Tokyo 2020 Olympics. This will attract more consumers’ on a global scale. The online touchpoints will be the brand’s website, email and various social media accounts. To connect with different consumers in different countries, we will have to adjust which social media is used and the content which is streamed. For example, in Japan Twitter is the most popular social media, therefore we will aim tweets at the Japanese consumer.
INTERIOR COLLABORATION
After my academic trip to London I discovered that the interior design was extremely important to influencing the customer experience. McCardell is a brand which likes to be ahead with techonology advances. Launching stores in both America (New York) and Japan (Tokyo) meant that both stores had to cater for different consumers needs and wants. I decided to collaborate with Philippe De Posch, a second year student studying Interior Design at Sheffield Hallam University. After several meetings, we decided on two concepts for both the New York and Tokyo store. The collaboration lead to me designing a “Interior Look Book� which features many of the designs we believe would work well within the launch and also photoshoot images.
American Retail design inspiration Japanese R design ins
Retail spiration
BurnleyLivingRoofs_HASSELL_02_PeterBennetts « Landscape Architecture Works | Landezine
Le collectif d’architectes 4point5 nous présente “Ilot Urbain”, son projet lauréat du concours de création de mobilier urbain organisé par Defacto, l’établissement public en charge de la gestion du quartier d’affaires de La Défense.
Japanese Retail design inspirati
Source: fuckyeahcyber-punk
ion
INSPIRATION The interior will be bright,
futuristic and Both stores will look bright, technology Thewill store will include futuristic and focused. vibrant. They include VR, photobooths, sportwhich will enable VR throughout all floors, areas and atovirtual customers watchchanging the opening cermony of room. the 2020 Olympics in Tokyo. Within the Tokyo store the The store will include several areas where interior will include 100 VR customers can interact with the brand. This elements which will enable includes headsets on the mannequins, a customersVR to watch the opening photo booth and Olympics augmented cermony of the in reality dressing Tokyo. rooms.
American consumer
japanese consumer
concept
BRAND HERITAGE
“Perhaps they, more than anything else, made us independent women. In the days of dependent women—fainting women, delicate flowers, laced to breathless beauty - a girl couldn’t cross the street without help. Her mission in life was to look beautiful, strong and seductive while the men took care of the world’s problems” Claire McCardell
Contact
@mccardellsport
@mccardellsport
Mc Car dell
@mccardellsport
https://b4010224.wixsite. com/mccardellsport
Tel: 123-456-7890 Email: mccardellwomen@outlook.com 151 W 34th St, New York, NY 10001, USA
24th of july 2020
Bibliography Yohannan, K. (1998). In Nolf N. (Ed.), Claire McCardell : Redefining modernism. New York: New York : Harry N. Abrams. Retrieved 20th December 2017. All photography taken by Lauren Baxter. Models: Rebacca Qui and Kayna Baugh. Outsourced Images: Miley Cyrus, Pinterest, 30th December 2017 Figures, Instagram, 30th December 2017 Figures, Twitter, 30th of December 2017 Figures, YouTube, 30th of December Growth Chart, CNBC, 30th of December 2017 Tokyo 2020 logo, Tokyo Olympics, 30th of December 2017 Figures, Facebook, 30th of December 2017
Mc Car dell
Sarah Wilkins B4010224