The document discusses positioning a new men's fashion brand called Victoria DeCaria. It analyzes competitors and their customer mindsets. The target client is described as ambitious, successful businessmen who seek validation through their unique appearance. The brand's personality is proposed to be edgy, subtle, and confident, symbolized by the Dave Matthews Band. Unlike retailers offering choice or boutiques providing pampering, Victoria DeCaria aims to give customers "the edge" through exclusive, individually crafted pieces that nobody else will have. The creative approach separates a logo from Victoria DeCaria's iconic signature, so the brand is only recognized by "those who know."

1. One Edge of a Brand!
A Presentation to Victoria DeCaria
by
THE BRAND FACTORY®
INVENTING DESIRE

2. Victoria said…
“Never seen anything like it”
“Sex appeal, love and passion”
“Preppie”, “bold”, “rock-bandish”, “elegant”, “funky”

3. So is there any other brand around that delivers this?
Competitors:
1. The Retailer: Harry Rosen, Korry’s, Coop Ink.
2. The Boutique: Frazer Steen, Stolery’s, Theodore, Boomer, Got Style
3. The Globetrotter: Alan David, NY, Astor Black

4. Is there space for another brand?
Lets look at each category’s customer mind-set:
The Retailer
“I need to choose from a variety of name brands”

5. Customer mind-set:
The Boutique
“I’ve built a relationship and I want to be considered
as a special shopper at this store”

6. Customer mind-set:
The Globetrotter
“I want a brand that’s less accessible to most people”

7. What are they really buying?
The Retailer CHOICE
The Boutique PAMPERING
The Globetrotter SNOB APPEAL

8. Who is OUR Client What does he really want?
Young (30-45), Sets trends, not follows
affluent and them
successful business
Extremely discerning
executive
about his appearance
Confident and presentation
Ambitious
Seeks validation, not
Is noticed in a approval
crowd but does not
crave notice

9. What does he want from his brand?
Does not need a brand His brand must be noticed,
to make a statement but not recognised
about him
It must express his
It’s not about Who he is individuality
wearing but What he is
wearing, that tells a
story about him

10. So what can Victoria DeCaria offer that nobody else can?

11. “A brand that is as Bold as DG”
“As Youthful Ever-evolving as Louis Vuitton”
“As Provocative as Yves St Laurent”
“As Offbeat and shiny as Etro”
“As Preppie as Valentino”
“As Spiritual and Euphoric as Calvin Klein”

12. Todd Towers
AMBITIOUS PERSONALITY
SUCCESSFUL UNIQUE
CONFIDENT EDGY
Farm boy with great artistic talent turned international
business magnate through his creative drive

13. BRAND PERSONALITY
Edgy
Subtle
Confident
Is not recognizable but is recognized

14. In Music, the Brand would be symbolised by,
The Dave Mathews Band
Young, but transcends Age.
Defies classification.
Is a musician’s musician.

16. So where does our differentiator lie?

17. Competition:
CHOICE PAMPERING SNOB APPEAL
The Retailer The Boutique The Globetrotter
Our Brand must offer him the confidence that no one else will be wearing it.
It must validate his individuality, competitiveness and success.
It must endorse the EDGE he has in his social standing.

18. Our Positioning:
Victoria DeCaria.
The Brand that gives you the Edge
CHOICE PAMPERING SNOB APPEAL

19. Why does it give him the Edge?
Nobody else in the world will be wearing what he is.
The focus is on him, not the brand.
It is specially crafted for him.
It is as individual as the designer who crafted it for him,
Victoria DeCaria

20. Hence, what better name for the brand than…

21. Victoria DeCaria

22. The Creative
Our Approach is to separate the logo from an iconic signature.
Examples:
LaCoste. Burberry. Lulu Lemon. Mont Blanc.
Like the above brands, the brand will be recognised on the product by only
“those who know”

23. Introducing the Creative…

24. S H A R P