The main goal of the thesis is creating a new brand of high-end clothes from the concept generation till the final consumer. Name TEFFY was chosen for a new company and the story behind the brand name …
The main goal of the thesis is creating a new brand of high-end clothes from the concept generation till the final consumer. Name TEFFY was chosen for a new company and the story behind the brand name was elaborated, for more sophisticated communication with the future eligible target.
There were realized that traditional Russian style is very valued abroad and according to this findings was proposed the unique and recognizable DNA.
In the processing of development the thesis the clear brand vision and objectives were worked out. Based on theoretical works of contemporary marketers it were created the business and financial plan and communication strategy for a TEFFY trademark, with emphasis on the market need, image, product, target group, mode of operations and resources.
When dealing with the product development to better analyze the global trends and colors and fabrics directions the forecasts from the leading agencies such as WGSN and trendstop. com and fabrics fairs such as Premier Vision in Paris and Milano Unica in Milan were used. The professional experience of the textiles companies from Italy and France was learned in order to find the best suppliers.
At the end author was learned distribution channels in order to find the right one and propose the proper distribution strategy interms of fast growing e-commerce and social media channels.