UNDERSTANDING THE BRAND DNA
Brand Equity Statement: “Brand AND offers a chic collection of western wear that comfortably combines formal and evening wear. It is known for its sophisticated western-wear for modern Indian women of 30-45 years who wish to look, feel, work and play better.’’
Catalog Styling Elements: Comfort clothing for everyday semi formal and casual wear. MOOD: Confident, modern Indian women who is always on her toes and wishes to buy few pieces per month for her work wear. Representation: Styling has been done keeping in view the consumer psyche which represents modernity and confidence within a constrained budget which is very well evident in the catalog.
History: AND established with a vision to design clothes keeping in view the needs of Indian women, what she was looking for, her psyche, her body and her comfort level. Vision:Turns everyday living into your everyday runway. Future: AND is quite popular with Indian women. Its is retailed through well connected network of over 515 points of sale, which include 122 exclusive stores, and 350 established multi-brand lifestyle formats like Shoppers Stop, Lifestyle, Central etc. Product: Basic yet trendy clothes for women who wish to innovate while being in their comfort zone. They have a limited collection of accessories and footwear. Place:122 exclusive store and 350 established multi-brand lifestyle format with a special website which features look books and exclusive merchandise. Price: Basic dresses have a starting price range of Rs. 800 while bottoms have a range that goes up till Rs.850. Accessories have a starting range of Rs. 350. Promotion: The brand offers sale offers with around 20%-50% discount on their with additional discounts on merchandise in multi brand stores.
Customer:AND customer is devoted to their comfortable products which are actually suitable for Indian female audience who would like to buy smart casuals and semi formals. Their target audience is majorly women of the age group of 30-45 years.
Catalog Styling Elements: Website catalog is typically luxury driven with a strong focus on aesthetics, class and victorian appeal.The look and feel has been innovated to give a rustic appeal with a modern touch. MOOD: Minimalistic, victorian yet an empowered imagery is being conveyed through the catalog. Representation: Crisp way of styling with major focus on femininity, grace and charm which is classic and features the sensibility of modern features.
Brand Equity Statement: “Brand TORY BURCH is a luxury high end ready-to-wear lifestyle brand that embodies the personal stye and sensibility of its designer Tory Burch. Tory Burch has a unique following for the preppy-boho-chic collection along with the status it offers which it has carved due to its extraordinary goodwill.
History: Tory Burch established with a vision to create designs that are uniquely central to Tory’s own personal style, one that resonated worldwide from a hit ballet flat and tunics inspired by that flea-market find to the stores themselves, with her vibrant interiors. Vision: Inspired by Tory’s love of entertaining Future: Burch is more popular than ever, with celebrities wearing her designs and attending her runway shows.Burch's popularity is only increasing: her recent New York Fashion Week show was a hit, and now Burch is rumoured to be launching activewear and menswear. Product: Preppy-Boho-luxury products which vary from runway trends to the classics for work and weekend. They basically have ready-to-wear, shoes, handbags, accessories, watches, home decor, and a fragrance and beauty collection. Place:3,000 department and specialty stores worldwide along with a very strong e-commerce business with a dedicated website and pop-up shops. Price: Basic dresses have a starting price range of $120 while coats have a range that goes up till $3000. Boots have a starting range of $250 while handbags have a price range that goes up till $1198. Promotion: The brand offers sale offers with around 20%-40% discount on their products. Customer: Tory Burch customer is devoted to their preppy-boho products great which are actually timeless modern and classic pieces. Their target audience is majorly women falling in the age group of 25-65 years.
Catalog Styling Elements: Strong focus on utility driven merchandise for women with different shapes and sizes. MOOD: An image of a happy and confident women is being conveyed through the catalog. Representation: Simple styling with major focus on being comfortable in your own skin.
Brand Equity Statement: “Brand Talbot has a contemporary American work cum leisure wear collection featuring traditional fits and modern feel for professional and confident women of the age group of 25-55 years. Talbot is unique because it offers exceptional quality and timeless fashion�
History: Talbot started with a vision which was inspired by a joy of discovery and fuelled by a commitment to timeless fashion, extraordinary quality and memorable service. Vision: Inspire her, Encourage her, honour her, empower her. Future: Today Talbots is a dynamic combination of heritage and innovation, translating the original Talbots DNA for today's culture. Their omni-channel expression includes 500 core and outlet stores, throughout the country, and a growing e-commerce business. Product: Typically a modern classic product which deals in women apparels for women of all shapes and sizes. They even offer a delightful collection of accessories, shoes and jewellery. Place: Majorly relevant in U.S. and Canada which comprises of 80% of their business and the rest 20% is majorly conducted via online. Price: Basic shirts have a starting price range of $55 while coats have a range that goes up till $1600. Footwear have a starting range of $40 while handbags have a price range that goes up till $300. Promotion: The brand offers sale offers and have certain stores specifically dedicated to clearance stock. Customer: Talbot customer is devoted to their gracious service, great quality, modern classic pieces. Their target audience is majorly women of the age group of 25-55 years.