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Branding Document for Proposed Multi-Label Concept Store Biaten
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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
4
Well, Biaten
is the solution!
6
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
10
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
14
• 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