Iftekhar Ahmed 22.08.10

Contents

Brief (Assumed) The iftkhar Brand Story The iftekhar Brand Concept The iftekhar Brand Association The iftekhar Brand Segmentation The iftekhar Brand Targeting The iftekhar Brand Positioning The iftekhar Product Characteristics Key Brand Communication Decisions Communication Assets Detailed Analysis of a Communication Presentation Map

Brief(Assumed)

Brand Name: iftekharDesigner background: ItalyMarket: Asia PacificBrand Association: Marangoni Institute in MilanProduct ‘s range: Handmade silk

*Presentation is prepared on the basis of assumptions mentioned above.

The iftkhar Brand Story

Iftekhar AhmedThe Face & Name behind the brand

Signature Personified: Iftekhar

The fashionable and designer signature necktie brand; “IFTEKHAR” was launched in Italy by a renowned apparel and accessories designer; Iftekhar Ahmed in the year 2005. Iftekhar Ahmed; face of the brand "IFTEKHAR" graduated from Marangoni Institute of fashion, Milan (Italy) in the year 2002. He then joined Italian Apparels manufacturer GUCCI as an apparel and accessories designer.

Iftekhar Ahmed was associated with GUCCI for 3 years. To spread the wings of his creativity and innovations Iftekhar Ahmed launched his own brand IFTEKHAR in Italy which gave a new edge to the existent fashion. With in no time bar IFTEkKHAR captured a special place in the hearts of fashion followers.

The brand has enjoyed huge success since its inception and promises to keep coming up with innovations to meet the expectations of today's fashion industry requirement. Iftekhar Ahmed believes to be a ray which has a starting point but no end point. In the fashion industry he had started with a point and will continue offering the best to fashion world. He will go on satisfying an appetite of fashion lovers with his flying colors and magic.

The iftkhar Brand Concept

Brand NameThe impact of name recognition on a product, or even simply the use of a personal name on a product can get product into the market with power-charged identification. Whether name is highly recognized or not, signature has value.

Value Proposition Innovative design, Sophisticated & individual.

Differentiation Exclusive, one of a kind, characteristic, style of the individual, not the mass.

Range of Authority Handmade from the finest silk. A thicker inlay is used, giving iftekhar’s Ties a very luxurious, classic Italian look.

PersonaElegant, Fresh, individual & stylish.

The iftkhar Brand Concept

Reasons To Believe Innovative creative vision of young designerSuperior quality fabricsCustomized designStylized & Progressive look.

Brand POP & POD

Exclusive, one of a kind, characteristic, style of the individual, not the mass.

Point-of-Parity

Point-of-Difference

SUCCESS

*POP stands for points of parity. These are the attributes that make your product similar to other products. *POD stands for points of difference - ie the attributes that make your product unique.

Fashionable & Trendy

The iftkhar Brand Association

Link brand with Italian design base so that brand should support a new designer talent.For example: Marangoni Institute in MILAN (Italy).

This institute creates memory links with fashion, being creative & being individual.

The designers should be someone who’s own look matches our brands or even enhance our image of a creative lifestyle by customized fashion.

The iftkhar Brand SEGMENTATION

Fancy style | Classic look

Fancy styleClassic look

Creative Lifestyle

Only functional | Comfort as primary need | Price-Sensitive

Trendsetter | Eccentric | Wants to differentiate | Early adopterIf it’s on the runway, it will be in their closet

Take risk to be different | willing to pay for a certain lookBrand switchers

Casual look | Loves Ties | Huge collectionPrice sensitive, especially for brand without a heritage in apparel & accessories

Neat & Classic

Comfort Seeker

Fashionista

Ethnic

The iftkhar Brand TARGETING

Main Segment

Neat & ClassicFashionistaCreative lifestyle

Physiographic

Aged 25+Metropolitans

High-Mid range incomeHigher-level education

Interested in fashion trendsConscious about their looks

Enjoy shopping for self & for othersSocializing with active lifestyle

Demographics

Something special that will show others a unique personality

And fits your active lifestyle

Benefits Sought

The iftkhar Brand POSITIONING

To be the brand that alone fuses the creative influences from the worlds of Apparels, Accessories & fashion al large.

+

+

Function

Fashion

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-Key Positioning Words

Signature collectionSophisticated

IndividualHand Made Exclusive

Fresh, Hand Made & for Individuals

Fresh: Designer with experience in the Apparel & accessories.

Hand Made Exclusive: Fresh designs Always.

Individual: One can request their unique on-of-kind Necktie style & presence on the brand’s website (Key POD).

The iftkhar Product Characteristics

Hand made exclusive designed Silk TiesDesigner Tie by iftekhar

This silk tie has fine gray and white stripes woven into the fabric. A stunning looking necktie handmade by

renowned necktie designer IFTEKHAR.

Iftekhar understands the art of making neckties by hand likefew manufacturers. Classic and contemporary Italian designs

in elegant color combination are common for iftekhar. Allties are handmade from the finest silk. iftekhar uses a slightly

thicker inlay for their ties giving the tie a fuller and heavierfeel – typical for many expensive Italian design ties.

Key Brand Communication Decisions

Concept Retail StoresIFTEKHAR has taken the Necktie-fashion concept a step further by creating a branded store environment that showcases its cutting edge designs and Collaborative projects.

The design intent of the iftekhar concept a place where the IFTEKHAR liveliness is evident, promotes city style, and encourages casual Shopping. IFTEKHAR is to develop a strong design image through its stores in Asia pacific with a strong unifying style. Each store will have its own characteristics defined by local culture and site constraints.  In addition, the concept stores often host signature events such as fashion shows, and dj hosted danceparties.

*Brand IFTEKHAR is not for mass, is for the individuals.

Key Brand Communication Decisions

Fashion ShowsIFTEKHAR will venture into the fashion shows with designer collections to reach new audiences through different communication channels.

IFTEKHAR will hosts seasonal fashion shows at sleek facilities at fashion hot accessories around the world. Shows will be typically media rich events that will combine live dj’s, visual multimedia, celebrities and models wearing the latest and exclusive range of products.

The lively, exclusive and perpetual motion of the event mirror the IFTEKHAR brand aesthetic, and attracts “Necktie lifestyle” consumer from across the globe. These events attract multitude of retail purchasers allowing IFTEKHAR to expand into new market outlets. These types of events help brand IFTEKHAR differentiate even further from their traditional competitors.

Salman Khan walks in ramp with most expensive & one of its kind tie to promote brand IFTEKHAR

Key Brand Communication Decisions

On-Line Shop

Company Website:Communication hubFeature all collectionProvide details of the concept & inspiration

Fashion blogsOnline magazines

Specific section for those who wants to order a custom made Necktie: fill in a questionnaire in order for IFTEKHAR to understand your lifestyle and be able to create for you.

Online shop targeting the new bread of shoppers, tech savvy and “Connected”.

Communication Assets

iftekhar stores – Providing rich customer interaction.Cultural connection & personal expression value.Frequent fresh designer range launches.Leading Neckwear lifestyle creating differentiation.Wearing the brand – Inherent brand visibility.Creating the buzz with key influencers.

Detailed Analysis of a Communication

“New Element” advertising campaignThe communications I chose to analyze are the “New Element” ads on TV and in print Introducing new 2010 collection of fashion.

Targeting a youthful audienceI decided to communicate brand image through a product-focused campaign that conveys cutting edge style to a 25-40 year old audience.

Style focused messages“New Element” campaign as a way to showcase the design leadership. New Element print executions highlighted the freshest new IFTEKHAR styles and the commitment that IFTEKHAR has to providing customers with innovative Neckwear lifestyle products.

Attracting new customersA core objective of the campaign to increase sales, increase the mainstream audience’s knowledge of IFTEKHAR Neckwear ranges and project the brand’s core values as being Innovative.

Detailed Analysis of a Communication

Print advertisement sample:For magazines

Copy:“New Element for those who wear style and carry lifestyle”

Presentation MAP

Brand Name

Story- Background

Concept STP

Communication

Visibility

Brand profiling Supported the facts in order to make things authentic

Defined & clear the idea

Divided the audience

Developed Messaging channels

Planned the accessibility and visibility of brand

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