This presentation is for City Fashions’ eyes only
Before we start
A quick discussion about brands.
1 - The Introduction | 2 - The Research | 3 - The Summary
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
A brand is a person’s gut feeling about a product, service or company.
Marty Neumeier
The Brand Group
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
A brand is communicated through:
Brandmark
Website
Newsletters
Business forms
Signage
Packaging
Exhibits
Proposals
Emails
Voicemails
Letters
Business cards
Publications
Web banners
Letterheads
Business cards
Billboards
Ephemera
Vehicles
Services
Products
Employees
Reports
Envelopes
Speeches
Presentations
Networking
Telephone
Word of mouth
Direct mail
Public relations
Blogs
Social media
Advertising
Meetings
Events
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
A brand has three primary functions
David Haigh
CEO Brand Finance
Navigation
Brands help consumers choose from a bewildering array of choices.
Engagement
Brands use distinctive imagery, language, and associations to
encourage customers to identify with the brand.
Reassurance
Brands communicate the intrinsic quality of the product or service
and reassure customers that they have made the right choice.
This presentation is for City Fashions’ eyes only
City Fashions brandCity Fashions’ emergence as a brand
1 - The Introduction | 2 - The Research | 3 - The Summary
This presentation is for City Fashions’ eyes only
32
1 - The Introduction | 2 - The Research | 3 - The Summary
The researchpart
The strategypart
The designingpart
The communicatingpart
The maintenancepart
1 4 5
Learning about the organisation and the industry it operates in.
Getting on and creating the brand.
Clarifying goals and creating a plan to achieve them.
Applying your brand to specific communications.
Using and evolving the brand to keep it alive and relevant.
The five steps to building a brand
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Research
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Industry Research
Competitors Research
There are broadly 2 areas that City Fashions needs to cover: Business to Business and Business (B2B) to Consumer (B2C).
There are 3 areas of competition identified.
1.Souvenir T-shirt sites2.Wholesale T-shirt sites3.Fashion sites
While reviewing the souvenir t-shirt market; we discovered that the top few in the google search seemed very amateur and out-dated. None of them were ‘cool’, ‘modern’ or ‘clean’ This represents a great opportunity to make City Fashions unique in this are.
City Fashions can have a unique brand that differentiates it from the current competition.
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Souvenir T-shirt Websites
Competitors Research
Some examples from:
Dead FreshShoppingfieldDoodleTogsLulablogCrest of LondonFancy that of LondonZazzleAlibaba
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Souvenir T-shirt Websites cont’d
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Other T-shirt Websites
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Competitors’ Brandmarks
Competitors Research
There is a wide variety of brandmarks in fashion and there does not appear to be any sort of industry standards. This allows the City Fashions brandmark to take on a brandmark that is unlikely to conflict with existing brands and also means that the consumer may not have certain standard expectations from the brandmark.
The Union Jack is incorporated in many of the direct competitors and may be a direction that will lead the initial designs.
This presentation is for City Fashions’ eyes only
Other brands we likeFashion but not necessarily ‘souvenir’
1 - The Introduction | 2 - The Research | 3 - The Summary
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Harrods Website
Harrods
Very clean site that had a nice serif font throughout with well balanced whitespace that allowed the products to be displayed in a pleasant shopping environment. It was easy to select and purchase items.
The images seemed to be less important in this site than some of the preferred others.
Very good use of white space throughout.
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Design By Humans website
Design By Humans
Very dramatic images make up a large part of the guess Guess website.
It was a theme that continued through a number of preferred sites.
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Guess Website
Guess
Very dramatic images make up a large part of the guess Guess website.
It was a theme that continued through a number of preferred sites.
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Next Stages
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
The next stages - the designing part
3 draft brandmark designs
1 2 3
You can then see which ones feels the best for you. From those discussions, 1 will be worked up into an applied design.
You choose 1 of your favourites to be developed or indeed totally changed
Development of the website wireframes and final decisions on brandmark, colours, website interface and applied styles
You sign-off website content and designs
Applying your new brand across appropriate media.
You sign off delivery
1 chosen brand Apply chosen brandmark
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Designs
All in red - just for now!
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Design Option 1
‘Label’ brandmark
By making the brandmark a ‘label’ it enables City Fashions to use the brandmark across all media in different a single colour as well as Black and White. You can also use the label in clothing - on the outside and inside.
It will also work well on websites and electronic communications.
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Design Option 2
Flag based brandmark
This brandmark has a bit of global brand about it with a union jack inside a globe.
We have maintained the ability to be used monochrome or with any chosen colour palette.
This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Design Option 3
Illustrated brandmark
This brandmark is a bit more ‘tailored’ with a slightly up market feel about it; almost handmade.
All 3 brands have one eye on the B2B and another in the B2C markets. Not too patriotic or complex for either printing labels or application across different media.