1. Concept
Nrvs Wrck was created in Glassboro, New Jersey of 2011. The concept of Nvrs Wrck is to make a statement in a high-end
urban fashion. The idea behind this line is to be trendy, creative and fashion forward. Nrvs Wrck’s inspiration comes from
music from hip-hop, pop, and rock culture. The company produces a variety of styles of merchandise to purchase. The styles
presented are unisex. The reason is simple- it is a trend to dress in matching to a partner. The slogan is “Live Life Outside
Society”; making Nrvs Wrck a lifestyle brand to “Wrck yourself” in a fashionable way. Also pushing consumers to think outside
the box and to be you not what society wants to make you out to be! This brand is the hype and the popular pick worn in the
streets. There shouldn’t be one place without at least one person wearing something from Nrvs Wrck. It’s about unity so team
work is major to Nrvs Wrck. Collaborations and networking with other brands is always in motion especially with other
competitors and businesses outside fashion, someway or somehow Nrvs Wrck can benefit off each competitor in a positive
way. Wearing Nrvs Wrck increases self- esteem and over all confidence because this brand is symbolized to show high sense of
status. There will always be a collection that our target markets can relate to.
2. Product Line
The product of the line is distinctive. It consists of multiple kinds fabrics because we want to portray all kinds of looks and
trends. Nrvs Wrck is against animal cruelty so faux fur and pleather is used to replace actual fur and leather. The other fabrics
that are also used are silk, nylon, chambray, cotton/polyester, denim, wool and rayon. The line presents various tops such as
tank tops, crop tops, sweaters, jerseys, outerwear and different kinds of hats to go with them. WGSN and the street is a
common resource to use to determine new patterns and colors. Any color or pattern that is trending that we personally like
will be contributed to the brand. The primary color use is blue. This blue symbolizes confidence and is considered beneficial to
the mind and body. Othe patterns to consider as part of Nrvs Wrck’s extraordinary selections are black which symbolizes
mystery, rebellion, and sophistication. The last color, which works well in the Nrvs Wrck collection, is purple which symbolizes
luxury, creativity, and extravagance. Those colors are what represent the brand to the fullest.
3. Target Market
As an apparel line Nrvs Wrck is diverse. The line was created for people who enjoy the party life, who are concerned with
following new trends. The type of customer Nrvs Wrck attracts is social media addicts that want to show off their outfits of the
day. This particular client loves the styles we bring out. They usually go to the club scene any chance that they get and are
musically influenced from Hip-Hop, Pop, and Punk Rock. The brand’s target customer tends to be a show offs, and attention
seeker, very precise on their image. The target market comes off very confident and ambitious. The target client works in
retail, corporate, or owns a business, making 20,000 to 50,000 a year. They’re also new in the career field of fashion,
marketing/merchandising or business. The client attends fashion related activities faithfully (fashion week, shows, and
events). Our market is out of the box and aren't afraid to look different. Since we keep a personal connection with our loyal
customers, they’re comfortable to call or email us to ask for upcoming merchandise to put on hold for them. Our price range is
affordable for the middle class crowd and higher. Most times the customers buy more than one item especially since we
consistently have promotions. Our client admires our quality. Nrvs Wrck uses a multiplicity of different fabrics to call
attention in varying details of some of our looks. The client is of the age 17 to 34.
4. Marketing Strategy
Social media is Nrvs Wrck’s primary source of marketing because that’s where most of the brand’s target market is connected
to and it’s the fastest form of advertisement. Nrvs Wrck uses Instagram, Facebook, blogs, business cards, YouTube and a
personal website to get people aware of the product. Nrvs Wrck tends to get a lot of females who are popular on social media
involved to promote the brand because sex sales and the philosophy that it will also attract more men to the brand. Event
planning is used to get personal connections with current consumers and to gain more customers. In addition, event planning
creates more business opportunities; you don’t know who can show up. These consist of fashion shows, open mics, and
fundraisers for the less fortunate or to contribute to the community. Campaigns are created frequently to build awareness
outside of the target market.
5. SWOT
STRENTH- Originality is what we are known for as well as trends. We have a great marketing team that catches our target
market. Networking is usually successful which leads to collaborations with fan-based brands and up comers. We are located
in a well-populated area and have good customer service.
WEAKNESS- Not enough merchandise in stock.
OPPORTUNITY- Gaining more money and opening more stores around or out the country. Collaborating with successful
brands, organizing events and functions to raise money for the less fortunate and networking.
THREATS- We get a lot of underground companies that replicate our products for a cheaper price.
