2. CURRENT BRAND ETHOSEstablished in 1952, we have been helping
women dress their sexy best ever since. Ifyou want to walk in to a
room and make sure all eyes are on you then youre our girl.With
over 60 years of making women look gorgeous, Jane Norman knows the
bodyof a woman like no other. Style is all about attitude and our
style oozes sexy, sassyconfidence. Jane Norman is unique in that we
love fashion but we are not a slave tothe latest fad. We know what
our customer likes and how she wants to dress toaccentuate her
fabulous figure.
3. WHY FAILING?
4. SWOT
5. STRENGTHS
6. WEAKNESSES Fabric choices Overpriced
7. OPPORTUNITIES Rebranding Partnership with new designers
Going back to origin of British brand
8. THREATS Every other brand in UK market Investors could cut
it off
9. PROBLEMS WITH THEBRAND Stuck in early 2000s Cheap fabrics No
trends Bad branding No online presence Overpriced Lighting terrible
Overstocked Bad floor plan Bad touchpoints
10. Were targeting a group of people familiarwith online
shopping through IGpromotion to keep within thedemographic Giving
discounts and sending items toinstagirls to promote products to
largegroup.TRIBESINSTA-GIRLS
11. REBRANDING
12. BRAND MATRIX
13. BRANDMATRIXSUPPORT
14. NEW BRANDING 1952 Thicker tags More money on VM Changing
rooms Staff presentation Hire interesting staff Music-
15. NEW PRODUCTS 50s inspired but modern Applies to trends
Quirky Good quality fabrics
16. USP Back to roots, very British,very 50s inspired store.
Vintage section
17. PROMOTION Use people with online presenceto promote the
brand Natalia Kills as face of brand
18. COLLABORATION
19. NEW TOUCH POINTS Instagram Advertisement in magazines
,young, interesting TV Bloggers Uniforms Smell Layout
20. NEW ETHOS Young, interesting, fashionforward, stand out,
body form, British, 50s
