Branding Document for Proposed Multi-Label Concept Store Biaten

Branding Group Project Katherina Er Teo Jia En Yao Qiong (Bini) Students FMT3A Class Desmond Sim Gilles Bernadou Lecturers

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Don’t you agree that Singaporeans … are too busy with work to enjoy personal time and life, don’t dare to try to be different & don’t appreciate talented homegrown designers?

Well, Biaten is the solution!

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What you’ll discover will be wonderful. What you’ll discover is yourself.

Concept

Cafe

Biaten as well, has an exclusive sitting space that offers tea, cakes and creatively crafted cupcakes that also includes characters found in “Alice in Wonderland” at afforadable prices.

Biaten is a concept store that provides quality services as well as whimsical, exclusive, modern creative local designer fashion to women of all ages.

“Youth has no age” - Pablo Picasso Alice in Wonder-city is our concept inspired by Tim Burton’s Alice in Wonderland film. We encourage our customers to be like the Alice in overcoming obstacles, to be the person she’s meant to be.

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Pastries are supplied daily in the morning and baking is done out of store.

Table of Contents

Brand Intro 06

concept

10 logo

11 unique selling point

12

mission & vision objectives

Brand Strategy

Brand Intro

14

segmentation

15

target consumers

16 competitors

17

positioning

18 differentiation

Brand Meanings

06

concept

20

associations

21

values, focus & promise

22

archetype, personality

23

brand narrative

10

Brand Visuals

25

product & price

27

touchpoints place, advertising & packaging

30

swot

31

conclusion & summary

32

references

8

logo

11 unique selling point

12

mission & vision objectives

Primary Type Logo Biaten’s logotype is based on Odstemplik font for its cursive links which supports a balanced mix of feminity and modernity which expresses the brand’s spirit.

The tilted coronet element in our custom logotype represents whimsical empowerment as Biaten seeks to empower her customers to discover themselves and their fashion style in our magical world.

Simply put, our city-state country is placed within our custom logotype because we are proud to present local fashion designers in our vibrant city. It is also a stamp of reminder for our foreign customers that Biaten’s brilliant designs hail from Singapore.

Unique Selling Point • Exclusiveness • Quality customer service • Delivery service with minimum purchase • Fun and creative local designer products • Constant sourcing of outstanding designers from both local and abroad design institutes • Constant customer feedback • Alice in Wondercity shopping experience

Custom Type Logo Complementing our primary logotype, Biaten has a custom logotype as well. For it’s unique element, Biaten’s branding can be stylishly and easily identifiable titled coronet design marked in many products and surfaces.

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Mission & Vision • Mission statement: • A modern whimsical brand that is passionate about educating and delivering daring and creative fashionable looks.

• Vision statement: • To be a global brand, with stores established in all major continents.

Brand Strategy 14

segmentation

15

target consumers

Objectives

16 competitors

17

• Increase awareness of local designers • To constantly keep consumers curious and anticipate in-store developments and products • Encourage consumers to be more daring, adventurous and creative as we assist them with updated fashion advices,and help customers recognize what makes them happy.

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positioning

18

differentiation

Segmentation

Target Consumers

Chosen Segments • The Dreamers, The Aspirers and Entrepreneurial Strivers • Positioning statement: • To modern women who care about their image and keep up with trends • BIATEN is a multi-label concept store that provides stylish branded local designer clothes at medium-high range price

Evaluation • • • •

The target segment is selected based on: Size: 46.9% of whole Singapore Growth characteristics Structural attractiveness: High disposable income on fashion, new trends and socializing.

• Compatibility with company objectives and resources: Persuasive and trendsetters.

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Primary Consumers

Secondary Consumers

• Tourist & Expatriates • Working professionals • Early 20s – 50s • Late 20s-40s • Stylish Quirky Daring Individualistic • Creative, energetic, colourful • Contemporary

Target Consumers Profile • • • • • •

Zhang Yu Lan 30 years old Chinese creative graphic designer Creative graphic design industry Shopping, movies, beauty Whimsical, quirky, individualistic, colourful • Dresses up for work, concerts & events.

• Desires to be outstanding

Competitors Analysis • • • •

Colourful and fitting designs Age range 20 - 35 Female $120 - $4995 (Croc. Bomber Jacket) • Tourists & regulars • Limited pieces

• • • •

Trendy & unique designs Age range 18 - 50 Male & female <$100 - $1000 (APC trench coat) • Tourist & regulars • Limited pieces

Market Postioning Price

Low

High

Quality: Low

Economy

Cowboy

High

Bargain

Premium

Price Marc by Marc Jacobs Moschino Front Row Biaten A Curious Teepee

Quality

• • • •

Witty designs Age range 20 - 50 Female $170 - 3400 (one piece black dress) • Tourists & regulars • Limited pieces

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• • • • • •

Concept: Spark curiosity Café corner Age range 18 - 30 Male & female <$4 - 700 (designer lamp) Tourist & regulars Biaten intends to contest in the premium market with its prestigious location, competitive prices for good quality and designer products.

Differentiation

Product • Unique design that cannot be found elsewhere.

Brand Meanings 20

associations

Interior • Unique interior furnishing that is novel and fresh in Singapore.

21 values, focus & promise

22

archetype, personality

23

brand narrative

Experience • Combination of fashion boutique with friendly consulting services cum cupcake and tea that is only available at Biaten.

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• • • • • • • • • •

Whimsical Fantasy, Unique Irreverent Eccentric Surreal Party Dress Up Magical experience Fun

Values • Witty • Colourful • Pastel

Associations • • • • • • • • • • •

Individualistic Fashionable Creative Daring Unique style Avant garde Extra-ordinary Special, Bold Wild Confident

• • • • • • • •

• • • •

Colourful Fun Whimsical Unique

Focus

Unique style Quality Service Stylish Female-centric Exclusive Girly Happy

• Modern Whimsical

Promise • Individual design • Unique Style • Quality

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Archetype

Brand Narrative

• Main: Outlaw Second: Magician • Someone who doesn’t conform, wants to stand out of the crowd.

• Biaten will transform you to someone different, attractive.

“I am creative person and I like to dress in my individual style. I love colours as I believe they express the joy in my life. I like to be outstanding among my friends, family and I enjoy the attention at parties and in public. I live my dreams and fulfill my fantasies, life’s too short to live with regrets!”

Personality • • • •

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Individualistic & Creative Colourful & Joyous Outstanding Lives her dreams & fantasy

Designers

Winarni Wiriady Brand Visuals

• Unique refreshing design • Slight twist to office uniform.

25

product & price

27

touchpoints place, advertising & packaging

30

Leoni Limusin Djony • Unique refreshing design • Slight twist to office uniform.

swot

31

conclusion & summary

32

references

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Liu Xibei • Interesting and daring cuts. Unique shapes.

• Outstanding designs while still fits the female body.

• Inspired by the results of nuclear explosion.

Product Mix

Our concept store Biaten is designed to provide a fantasy leisure and shopping experience. We were inspired by the story of Alice in Wonderland.

The designers we chose to work with are local young designers, that focus mainly on whimsical, colorful, unique fashion and that fits well on the women’s body.

Stylish Office Stylized design for the office ladies.

Romantic Fun Romantic fun which for dates and garden walks.

Quirky Party Unique & quirky Biaten looks for parties and events.

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Touchpoints - Place The Raffles Hotel Shops and Arcade 1 Beach Road 189673 2485 sqft $32,800 • • • • •

Peaceful ambience Prestigious Convenient (City Hall MRT) Spacious Surrounded with established luxurious brands such as Louis Vuitton, The Hour Glass, Leica & Jim Thompson

Touchpoints - Advertising • Promotional goals: - ensure consistency of our USP while attracting our target consumers • Advertising theme: - Fun, colourful, creative

Packaging Pretty and stunning vintage inspired cake boxes with a ovely shape in different colors.

• Advertise sales promotion: Twice yearly • Media: Channel News Asia • Magazines: - Conde Nast Travel Magazine, JUICE, Bazaar, Elle, In-flight magazines • In-house publicity and public relations • Engaging window display • Electronic promotion via Facebook & Twitter • Word of mouth marketing (buzz): - Carrier bags • Brand Ambassadors (Local Bloggers): - Qiu qiu - Xiaxue - Sophie Willcoq • Exclusive collection with in-store designers

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Great for customers to bring about as the boxes look wonderful itself.

Strength • • • • • • • • • • •

Accessibility Exclusiveness Peaceful ambience Concept/ brand story One-of-a-kind shopping experience Pleasant customer service Increase of bold consumers Multiple price range Leverage on history and experience to fight local companies Wide product range can appeal to broader range of consumers Constant customer feedback

Opportunity

• • • • •

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Weakness • • • •

Limited financial resources Limited pieces Single outlet High economic growth will create high stock turnover, thus reducing this weakness

Threat

• Competition with other brands that offer exclusive styles (Front Row, etc) Targeting both young and ma• Upcoming new labels ture consumers • Large number of foreign comAssociation with celebrities petitors may enter the market Good stage for upcoming de- their experience in the market signers to present their works can help them to access the Involvement with fashion competition better events • Increase in Government SerAffluent society vice Taxes

Conclusion & Summary • Biaten is birthed out of a desire to support local fashion designers and to increase fashion awareness and boldness in Singapore.

• Biaten seeks to meet the needs of creative individuals and to encourage more to be experimental in their dressing.

• The future is bright for Biaten as there is an increasing trend of fashion awareness and experimentation due to exposure to creative cultures from Japan and America.

• After establishing locally, Biaten can also look towards bringing Singapore design to Japan and China.

References • Singapore Apparel Retail Report 2010, Data Monitor:http:// ntutrump.wikispaces.com/file/view/Singapore+apparel+retail.pdf • Data Monitor Methodology: http://about.datamonitor.com/methodology.htm • Global Language Monitor reports top fashion capitals 2011: http://www.languagemonitor.com/fashion/london-overtakes-newyork-as-top-global-fashion-capital/ • Government supports Audi Fashion Festival 2010: http://www. spring.gov.sg/NewsEvents/ITN/Pages/A-flashier-Audi-FashionFestival-this-year-20100317.aspx • Fashion Industry Analysis 2009, Grail Research: http://grailresearch.com/pdf/ContenPodsPdf/Global_Fashion_Industry_ Growth_in_Emerging_Markets.pdf

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