Branding Document for Proposed Multi-Label Concept Store Biaten

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description

Group project done for Year 2 Fashion Media & Industries (Management Specialism) BA(Hons) Degree in LASALLE College of the Art, Singapore. Branding Proposal for a Whimsical Multi-label Concept Store, Biaten, Credits to group members: Katherina Er, Yao Qiong (Bini) and Teo Jia En (Me).

Transcript of Branding Document for Proposed Multi-Label Concept Store Biaten

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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?

Branding Group Project

Katherina ErTeo Jia En

Yao Qiong (Bini)Students

FMT3AClass

Desmond SimGilles Bernadou

Lecturers

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Well, Biaten

is the solution!

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

Biaten is a concept store that provides quality services as well as whimsical, exclusive, modern creative local designer fashion to wom-

en 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.

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.

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

Cafe

Concept

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Brand Intro06concept

10logo

11unique selling point

12mission & visionobjectives

Brand Strategy 14segmentation

15target consumers

16competitors

17positioning

18differentiation

BrandMeanings20associations

21values, focus & promise

22archetype, personality

23brand narrative

Table of Contents

Brand Visuals25product & price

27touchpointsplace, advertising & packaging

30swot

31conclusion & summary

32references

Brand Intro

06concept

10logo

11unique selling point

12mission & vision

objectives

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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 logo-type 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 de-signs hail from Singapore.

Complementing our primary logotype, Biaten has a custom logotype as well. For it’s unique and easily identifiable titled coronet design

element, Biaten’s branding can be stylishly marked in many products and surfaces.

Custom Type Logo

Primary Type Logo

• 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

Unique Selling Point

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• 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.

Mission & Vision

• Increase awareness of local designers• To constantly keep consumers curious and

anticipate in-store developments and prod-ucts

• Encourage consumers to be more daring, adventurous and creative as we assist them with updated fashion advices,and help cus-tomers recognize what makes them happy.

Objectives

Brand Strategy

14segmentation

15target consumers

16competitors

17positioning

18differentiation

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• The Dreamers, The Aspirers and Entrepre-neurial 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

Segmentation

• 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 trend-setters.

Chosen Segments

Evaluation• Tourist & Expatriates

• Early 20s – 50s• Stylish Quirky Daring Individualistic

• Contemporary

Primary Consumers Secondary Consumers• Working professionals• Late 20s-40s• Creative, energetic, colourful

• 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

Target Consumers

Target Consumers Profile

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• Trendy & unique designs• Age range 18 - 50• Male & female• <$100 - $1000

(APC trench coat)• Tourist & regulars• Limited pieces

• Concept: Spark curiosity• Café corner• Age range 18 - 30• Male & female• <$4 - 700 (designer lamp)• Tourist & regulars

• Colourful and fitting designs• Age range 20 - 35• Female• $120 - $4995

(Croc. Bomber Jacket)• Tourists & regulars• Limited pieces

• Witty designs• Age range 20 - 50• Female• $170 - 3400

(one piece black dress)• Tourists & regulars• Limited pieces

Price Low High

Quality: Low Economy Cowboy

High Bargain Premium

Market Postioning

Price

Quality

Moschino Marc by Marc Jacobs

Biaten A Curious Teepee

Front Row

Biaten intends to contest in the premium market with its prestigious location, competitive prices for good quality and designer products.

Competitors Analysis

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Differentiation

• Unique design that cannot be found elsewhere.

Product

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

Interior

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

Experience

Brand Meanings

20associations

21values, focus & promise

22archetype, personality

23brand narrative

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

• Unique style• Quality• Service• Stylish• Female-centric• Exclusive• Girly• Happy

• Witty• Colourful• Pastel

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

Associations

• Modern Whimsical

• Individual design• Unique Style• Quality

Focus

Promise

• Colourful• Fun• Whimsical• Unique

Values

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• Main: Outlaw Second: Magician• Someone who doesn’t conform, wants to

stand out of the crowd.• Biaten will transform you to someone dif-

ferent, attractive.

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

Archetype

Personality

Brand Narrative

“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 out-standing 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!”

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Brand Visuals

25product &

price

27touchpoints

place, advertising & packaging

30swot

31conclusion &

summary

32references

Designers

• Unique refreshing design• Slight twist to office uniform.

Winarni Wiriady

• Unique refreshing design• Slight twist to office uniform.

Leoni Limusin Djony

• Interesting and daring cuts. Unique shapes. • Outstanding designs while still fits the fe-

male body.• Inspired by the results of nuclear explosion.

Liu Xibei

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

land. 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.

Product Mix

Stylized design for the office ladies.

Stylish Office

Romantic fun which for dates and garden walks.

Romantic Fun

Unique & quirky Biaten looks for parties and events.

Quirky Party

The Raffles Hotel Shops and Arcade 1 Beach Road 189673

2485 sqft$32,800

Touchpoints - Place

• Peaceful ambience• Prestigious• Convenient (City Hall MRT)• Spacious• Surrounded with established

luxurious brands such as Louis Vuitton, The Hour Glass, Leica & Jim Thompson

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• Promotionalgoals: - ensure consistency of our USP while attracting our target consumers

• Advertisingtheme: - Fun, colourful, creative

• Advertisesalespromotion: Twice yearly

• Media: Channel News Asia

• Magazines: - Conde Nast Travel Magazine, JUICE, Bazaar, Elle, In-flight magazines

• In-housepublicityandpublicrelations

• Engagingwindowdisplay

• ElectronicpromotionviaFacebook&Twitter

• Wordofmouthmarketing(buzz): - Carrier bags

• BrandAmbassadors(LocalBloggers):- Qiu qiu - Xiaxue - Sophie Willcoq

• Exclusivecollectionwithin-storedesigners

Touchpoints - Advertising

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

Packaging

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

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• Accessibility • Exclusiveness• Peaceful ambience• Concept/ brand story• One-of-a-kind shopping expe-

rience• Pleasant customer service• Increase of bold consumers• Multiple price range• Leverage on history and expe-

rience to fight local companies• Wide product range can ap-

peal to broader range of con-sumers

• Constant customer feedback

• Limited financial resources• Limited pieces• Single outlet• High economic growth will cre-

ate high stock turnover, thus reducing this weakness

Strength

Weakness

• Targeting both young and ma-ture consumers

• Association with celebrities• Good stage for upcoming de-

signers to present their works• Involvement with fashion

events• Affluent society

Opportunity• Competition with other brands

that offer exclusive styles (Front Row, etc)

• Upcoming new labels• Large number of foreign com-

petitors may enter the market - their experience in the market can help them to access the competition better

• Increase in Government Ser-vice Taxes

Threat

• Biaten is birthed out of a desire to support local fashion designers and to increase fashion awareness and boldness in Singa-pore.

• Biaten seeks to meet the needs of cre-ative 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.

Conclusion & Summary

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• Singapore Apparel Retail Report 2010, Data Monitor:http://ntutrump.wikispaces.com/file/view/Singapore+apparel+retail.pdf

• Data Monitor Methodology: http://about.datamonitor.com/meth-odology.htm

• Global Language Monitor reports top fashion capitals 2011: http://www.languagemonitor.com/fashion/london-overtakes-new-york-as-top-global-fashion-capital/

• Government supports Audi Fashion Festival 2010: http://www.spring.gov.sg/NewsEvents/ITN/Pages/A-flashier-Audi-Fashion-Festival-this-year-20100317.aspx

• Fashion Industry Analysis 2009, Grail Research: http://grail-research.com/pdf/ContenPodsPdf/Global_Fashion_Industry_Growth_in_Emerging_Markets.pdf

References