The document discusses the branding strategy for Iftekhar, a luxury silk necktie brand launched in Italy. It outlines the brand story, concept, segmentation, targeting, positioning, product characteristics, and key communication decisions. The brand aims to target fashionable metropolitan consumers aged 25+ with a creative lifestyle through its signature, handmade silk necktie collections and concept retail stores and fashion shows.

1. Iftekhar Ahmed 22.08.10

3. TheiftkharBrand Story

4. The iftekhar Brand Concept

5. The iftekhar Brand Association

6. The iftekhar Brand Segmentation

7. The iftekhar Brand Targeting

8. The iftekhar Brand Positioning

9. The iftekhar Product Characteristics

10. Key Brand Communication Decisions

11. Communication Assets

12. Detailed Analysis of a Communication

14. Theiftkhar Brand Story Signature Personified: Iftekhar The fashionable and designer signature necktie brand; “IFTEKHAR” was launched in Italy by a renowned apparel and accessories designer; Iftekhar Ahmed in the year 2005. Iftekhar Ahmed; face of the brand "IFTEKHAR" graduated from Marangoni Institute of fashion, Milan (Italy) in the year 2002. He then joined Italian Apparels manufacturer GUCCI as an apparel and accessories designer. Iftekhar Ahmed was associated with GUCCI for 3 years. To spread the wings of his creativity and innovations Iftekhar Ahmed launched his own brand IFTEKHAR in Italy which gave a new edge to the existent fashion. With in no time bar IFTEkKHAR captured a special place in the hearts of fashion followers. The brand has enjoyed huge success since its inception and promises to keep coming up with innovations to meet the expectations of today's fashion industry requirement. Iftekhar Ahmed believes to be a ray which has a starting point but no end point. In the fashion industry he had started with a point and will continue offering the best to fashion world. He will go on satisfying an appetite of fashion lovers with his flying colors and magic. Iftekhar Ahmed The Face & Name behind the brand

15. The iftkhar Brand Concept Brand Name The impact of name recognition on a product, or even simply the use of a personal name on a product can get product into the market with power-charged identification. Whether name is highly recognized or not, signature has value. Value Proposition Innovative design, Sophisticated & individual. Differentiation Exclusive, one of a kind, characteristic, style of the individual, not the mass. Range of Authority Handmade from the finest silk. A thicker inlay is used, giving iftekhar’s Ties a very luxurious, classic Italian look. Persona Elegant, Fresh, individual & stylish.

16. The iftkhar Brand Concept Reasons To Believe Innovative creative vision of young designer Superior quality fabrics Customized design Stylized & Progressive look. Brand POP & POD Exclusive, one of a kind, characteristic, style of the individual, not the mass. Fashionable & Trendy *POP stands for points of parity. These are the attributes that make your product similar to other products. *POD stands for points of difference - ie the attributes that make your product unique.

17. The iftkhar Brand Association Link brand with Italian design base so that brand should support a new designer talent. For example: Marangoni Institute in MILAN (Italy). This institute creates memory links with fashion, being creative & being individual. The designers should be someone who’s own look matches our brands or even enhance our image of a creative lifestyle by customized fashion.

18. The iftkhar Brand SEGMENTATION Neat & Classic Fancy style | Classic look Comfort Seeker Only functional | Comfort as primary need | Price-Sensitive Fashionista Trendsetter | Eccentric | Wants to differentiate | Early adopter If it’s on the runway, it will be in their closet Creative Lifestyle Take risk to be different | willing to pay for a certain look Brand switchers Casual look | Loves Ties | Huge collection Price sensitive, especially for brand without a heritage in apparel & accessories Ethnic Fancy style Classic look

19. The iftkhar Brand TARGETING Physiographic Demographics Benefits Sought Main Segment Aged 25+ Metropolitans High-Mid range income Higher-level education Neat & Classic Fashionista Creative lifestyle Something special that will show others a unique personality And fits your active lifestyle Interested in fashion trends Conscious about their looks Enjoy shopping for self & for others Socializing with active lifestyle

20. The iftkhar Brand POSITIONING To be the brand that alone fuses the creative influences from the worlds of Apparels, Accessories & fashion al large. + Fresh, Hand Made & for Individuals Fresh: Designer with experience in the Apparel & accessories. Hand Made Exclusive: Fresh designs Always. Individual: One can request their unique on-of-kind Necktie style & presence on the brand’s website (Key POD). Fashion + - Function Key Positioning Words Signature collection Sophisticated Individual Hand Made Exclusive -

21. The iftkhar Product Characteristics Hand made exclusive designed Silk TiesDesigner Tie by iftekhar This silk tie has fine gray and white stripes woven into the fabric. A stunning looking necktie handmade by renowned necktie designer IFTEKHAR. Iftekhar understands the art of making neckties by hand like few manufacturers. Classic and contemporary Italian designs in elegant color combination are common for iftekhar. All ties are handmade from the finest silk. iftekhar uses a slightly thicker inlay for their ties giving the tie a fuller and heavier feel – typical for many expensive Italian design ties.

22. Key Brand Communication Decisions Concept Retail Stores IFTEKHAR has taken the Necktie-fashion concept a step further by creating a branded store environment that showcases its cutting edge designs and Collaborative projects. The design intent of the iftekhar concept a place where the IFTEKHAR liveliness is evident, promotes city style, and encourages casual Shopping. IFTEKHAR is to develop a strong design image through its stores in Asia pacific with a strong unifying style. Each store will have its own characteristics defined by local culture and site constraints. In addition, the concept stores often host signature events such as fashion shows, and dj hosted dance parties. *Brand IFTEKHAR is not for mass, is for the individuals.

23. Key Brand Communication Decisions Fashion Shows IFTEKHAR will venture into the fashion shows with designer collections to reach new audiences through different communication channels. IFTEKHAR will hosts seasonal fashion shows at sleek facilities at fashion hot accessories around the world. Shows will be typically media rich events that will combine live dj’s, visual multimedia, celebrities and models wearing the latest and exclusive range of products. The lively, exclusive and perpetual motion of the event mirror the IFTEKHAR brand aesthetic, and attracts “Necktie lifestyle” consumer from across the globe. These events attract multitude of retail purchasers allowing IFTEKHAR to expand into new market outlets. These types of events help brand IFTEKHAR differentiate even further from their traditional competitors. Salman Khan walks in ramp with most expensive & one of its kind tie to promote brand IFTEKHAR

24. Key Brand Communication Decisions On-Line Shop Fashion blogs Online magazines Company Website: Communication hub Feature all collection Provide details of the concept & inspiration Specific section for those who wants to order a custom made Necktie: fill in a questionnaire in order for IFTEKHAR to understand your lifestyle and be able to create for you. Online shop targeting the new bread of shoppers, tech savvy and “Connected”.

25. Communication Assets iftekhar stores – Providing rich customer interaction. Cultural connection & personal expression value. Frequent fresh designer range launches. Leading Neckwear lifestyle creating differentiation. Wearing the brand – Inherent brand visibility. Creating the buzz with key influencers.

26. Detailed Analysis of a Communication “New Element” advertising campaign The communications I chose to analyze are the “New Element” ads on TV and in print Introducing new 2010 collection of fashion. Targeting a youthful audience I decided to communicate brand image through a product-focused campaign that conveys cutting edge style to a 25-40 year old audience. Style focused messages “New Element” campaign as a way to showcase the design leadership. New Element print executions highlighted the freshest new IFTEKHAR styles and the commitment that IFTEKHAR has to providing customers with innovative Neckwear lifestyle products. Attracting new customers A core objective of the campaign to increase sales, increase the mainstream audience’s knowledge of IFTEKHAR Neckwear ranges and project the brand’s core values as being Innovative.

27. Detailed Analysis of a Communication Print advertisement sample: For magazines Copy: “New Element for those who wear style and carry lifestyle”

28. Presentation MAP Brand Name Story- Background Concept STP Communication Visibility Brand profiling Supported the facts in order to make things authentic Defined & clear the idea Divided the audience Developed Messaging channels Planned the accessibility and visibility of brand

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