Creating a brand and understanding your customer. The brand 'Freedom' is a clothing brand dedicated to the LQBTQ community. Part of this project was to utilize various theories and tools in communicating the brand to its customers.

1. CONSUMER BEHAVIOR
BRAND DEVELOPMENT AND LAUNCH
Group :
Olivia Joanne Rodrigues
Amina Thameem

2. Geert Hofstede Cultural Dimensions for Denmark:

3. Holo Clothing & Apparel
We use clothes as a canvas to promote equality, pride, visibility and justice. WE
MAKE GRAPHICS & PRODUCTS THAT SPARK CONVERSATION &
RAISE AWARENESS.
We produce items such as:
Graphic T-shirts, Sweatshirts
Tote Bags
Buttons and Patches
Beachwear

4. Product Mix

5. HOLO it’s me!

6. Family Life Cycle Stages
Young Single
Awareness to perform activities between the life span of an individual; from
prime to old age where a person can do whatever he or she wants to

7. Family Life Cycle Stages
Young Single

8. The choice of being me amongst a group of individuals each with their own
identity ( the freedom of choice)
Family Life Cycle Stages
Homosexual

9. Targeted at malls, similar to Pokémon go, people have to free the ‘Freedom’ store
mascot. This is set in augmented reality. The more mascots freed, points are
accumulated and discounts or special prizes are availed.
Experiential Marketing

10. Group activities showing active users in malls
Gaming contests

11. Targeted at malls , metros stop, bus stops and public areas,
this is an augmented reality fashion app for FREEDOM

12. https://www.youtube.com/watch?v=3R5J8Je2j_4
VR simulation : Experience what being part of an LGBTQ movement is like and the
origins of the store.
Experiential Marketing

13. Ambush Marketing
Freedom with responsibility – marketing campaign targeted at washrooms
in malls, restaurants, and public areas
Light emitted logo
from hand drying
machines
Free condom
wending machines
for both gendersHand towel dispenser

14. Ambush Marketing
With the use of the latest HD projectors, CGI animation, specialist HD film techniques
and special effects created in post production, Freedom merchandise can be
displayed in malls, in direct view of visitors.

15. Celebrity Endorsements : Often useful to personify a brand
since the characteristics and meanings of the celebrity can
be transferred to the brand
Regional Celebrity Endorsers
Michael Sinan, Mr. Gay Denmark 2012,
On being out and proud as a Muslim
Sarah Skaalum Jørgensen, rose to
fame as the winner Danish series
of The X Factor

16. International Celebrity Endorsers
Cara Jocelyn Delevingne is an
English fashion model and actress.
Enrique Martín Morales, commonly
known as Ricky Martin, is a Puerto
Rican singer, actor and author.

17. Color
Black is visually heavy. Its message is therefore very
strong. Black’s most common association is power,
authority and strength.
Mauve symbolized homosexuality

18. Animal

19. Peacock – Proud, not afraid to
show
Unicorn – Colorful,
an extremely wild woodland
creature,
a symbol of purity and grace

20. Classical Conditioning
“Problem, Platform, Position” - Instant Beauty Pageant Campaign
Anybody who is wearing merchandise from Freedom or belonging to the
LQBTQ community, is approached to enter the ‘Instant Beauty Pageant’
-They are given a budget to buy a evening dress and swimwear
-They also have to present a talent – it can be singing, dancing, etc.
-The winner is crowned by the celebrity ambassador.
-Benefits include ambassador for the brand till the next pageant and an
exclusive photo shoot for the brand.
Association of Freedom with Positioning – that even ordinary people can be
what other can be.

21. Classical Conditioning
“Problem, Protest, Power” – (tie-up with Make a wish) Advertisement
Small video advertisement showing two different people:
Stage 1: (Problem)One who belongs to the LGBTQ community, one that is
suffering from being terminally ill
Stage 2: (Protest) First person taking part in a flash mob that is against
imprisonment and death sentence of LGBTQ community in parts of the
world, the other watching a protest on TV for euthanasia of terminally ill
Stage 3: (Power) Both people meet together – and a day where a wish
comes true.

22. Operant Conditioning
Freedom campaign:
Putting scratch cards on the clothing tags (T-shirts, Scarves, Hats, etc.) of
their merchandise sold at the store during the promotion.
These scratch cards can be collected and exchanged for bigger prices like
vouchers, holiday (building the anticipation and excitement), but they also
include a lot of smaller prizes, like free pins or a hat, which are a positive
reinforcements.
That positive reinforcement is what
triggers people to buy more at
Freedom more than they ordinarily
would, because they are driven by
anticipation to get that prize.

23. Maslow's hierarchy of needs
Freedom relates more to social needs
(love/belonging).
Humans need to feel a sense of belonging and
acceptance among their social groups, regardless
whether these groups are large or small
Our brand creates that sense of belonging
especially with the LGBTQ community.
Other needs met include:
•Physiological : providing the basic need of
clothing
•Safety: The brand provides a safe environment
for the LGBTQ community (safety net)
•Esteem: Provide a desire to be accepted and
valued by others by welcoming all into the store
•Self Actualization : The need to customize
merchandise to voice opinions and protest