2. This presentation is for City Fashions’ eyes only
Before we start
A quick discussion about brands.
1 - The Introduction | 2 - The Research | 3 - The Summary
3. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
A brand is a person’s gut feeling
about a product, service or company.
Marty Neumeier
The Brand Group
4. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
A brand is communicated through:
Brandmark
Website
Newsletters
Business forms
Signage
Packaging
Exhibits
Proposals
Emails
Voicemails
Letters
Business cards
Publications
Web banners
Letterheads
Business cards
Billboards
Ephemera
Vehicles
Services
Products
Employees
Reports
Envelopes
Speeches
Presentations
Networking
Telephone
Word of mouth
Direct mail
Public relations
Blogs
Social media
Advertising
Meetings
Events
5. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
A brand has three primary functions
David Haigh
CEO Brand Finance
Navigation
Brands help consumers choose from a bewildering array of choices.
Engagement
Brands use distinctive imagery, language, and associations to
encourage customers to identify with the brand.
Reassurance
Brands communicate the intrinsic quality of the product or service
and reassure customers that they have made the right choice.
6. This presentation is for City Fashions’ eyes only
City Fashions
brand
City Fashions’ emergence as a brand
1 - The Introduction | 2 - The Research | 3 - The Summary
7. This presentation is for City Fashions’ eyes only
32
1 - The Introduction | 2 - The Research | 3 - The Summary
The research
part
The strategy
part
The designing
part
The communicating
part
The maintenance
part
1 4 5
Learning about the
organisation and the
industry it operates in.
Getting on and
creating the brand.
Clarifying goals
and creating a plan
to achieve them.
Applying your
brand to specific
communications.
Using and evolving
the brand to keep it
alive and relevant.
The five steps to building a brand
8. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Research
9. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Industry Research
Competitors Research
There are broadly 2 areas that City
Fashions needs to cover: Business
to Business and Business (B2B) to
Consumer (B2C).
There are 3 areas of competition
identified.
1.Souvenir T-shirt sites
2.Wholesale T-shirt sites
3.Fashion sites
While reviewing the souvenir
t-shirt market; we discovered that
the top few in the google search
seemed very amateur and out-
dated. None of them were ‘cool’,
‘modern’ or ‘clean’ This represents
a great opportunity to make City
Fashions unique in this are.
City Fashions can have a unique
brand that differentiates it from
the current competition.
10. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Souvenir T-shirt Websites
Competitors Research
Some examples from:
Dead Fresh
Shoppingfield
DoodleTogs
Lulablog
Crest of London
Fancy that of London
Zazzle
Alibaba
11. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Souvenir T-shirt Websites cont’d
12. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Other T-shirt Websites
13. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Competitors’ Brandmarks
Competitors Research
There is a wide variety of
brandmarks in fashion and there
does not appear to be any sort of
industry standards. This allows the
City Fashions brandmark to take
on a brandmark that is unlikely to
conflict with existing brands and
also means that the consumer
may not have certain standard
expectations from the brandmark.
The Union Jack is incorporated in
many of the direct competitors
and may be a direction that will
lead the initial designs.
14. This presentation is for City Fashions’ eyes only
Other brands we
like
Fashion but not necessarily ‘souvenir’
1 - The Introduction | 2 - The Research | 3 - The Summary
15. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Harrods Website
Harrods
Very clean site that had a nice
serif font throughout with
well balanced whitespace
that allowed the products to
be displayed in a pleasant
shopping environment. It was
easy to select and purchase
items.
The images seemed to be
less important in this site than
some of the preferred others.
Very good use of white space
throughout.
16. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
17. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Design By Humans website
Design By Humans
Very dramatic images make up
a large part of the guess Guess
website.
It was a theme that continued
through a number of preferred
sites.
18. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
19. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Guess Website
Guess
Very dramatic images make up
a large part of the guess Guess
website.
It was a theme that continued
through a number of preferred
sites.
20. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Next Stages
21. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
The next stages - the designing part
3 draft
brandmark
designs
1 2 3
You can then see
which ones feels the
best for you. From
those discussions,
1 will be worked
up into an applied
design.
You choose 1 of your
favourites to be
developed or indeed
totally changed
Development of the
website wireframes
and final decisions on
brandmark, colours,
website interface and
applied styles
You sign-off website
content and designs
Applying your
new brand across
appropriate media.
You sign off delivery
1 chosen brand Apply chosen
brandmark
22. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Designs
All in red - just for now!
23. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Design Option 1
‘Label’ brandmark
By making the brandmark a
‘label’ it enables City Fashions
to use the brandmark across
all media in different a single
colour as well as Black and
White. You can also use the
label in clothing - on the
outside and inside.
It will also work well on
websites and electronic
communications.
24. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Design Option 2
Flag based brandmark
This brandmark has a bit of
global brand about it with a
union jack inside a globe.
We have maintained the ability
to be used monochrome
or with any chosen colour
palette.
25. This presentation is for City Fashions’ eyes only1 - The Introduction | 2 - The Research | 3 - The Summary
Design Option 3
Illustrated brandmark
This brandmark is a bit more
‘tailored’ with a slightly up
market feel about it; almost
handmade.
All 3 brands have one eye on
the B2B and another in the
B2C markets. Not too patriotic
or complex for either printing
labels or application across
different media.
