Competitor analysis - market segmentation

Branding

Sketch up

Logo designs

My drawing of a daintree plant:

My initial logo designs:

I like these last 3 designs, but the 'denim' is too small and I feel that it isn't simplistic but professional enough. I shall experiment further.

Mood board

Customer profile board

Trends - LSN GLOBAL

Macro trends:

https://www.lsnglobal.com/macro-trends/article/1670/beyond-retail

https://www.lsnglobal.com/macro-trends/article/20227/the-dislocated-world

Branding and packaging used: Environmentally friendly?
https://www.lsnglobal.com/macro-trends/article/2250/branding-packaging-futures

Vintage brand positioning

'+' ideas

Current denim brands

Collaboration, sub brand, or own brand?

Brand positioning

My brand would be placed between M.i.h jeans and WAVEN! 

Price range - between £70-£100 (?)

Branding examples

Denim branding (competition) examples -

• https://www.artsthread.com/portfolios/avery-dennison-denim-branding-competition/ https://www.artsthread.com/portfolios/the-future-of-denim-competition/
• https://www.artsthread.com/portfolios/take-a-number-uniti-denim-competition/ 
• https://www.artsthread.com/portfolios/avery-dennison--denim-branding/ 

Levis Made and Crafted - (competition) branding examples:

• https://www.artsthread.com/portfolios/levisxartsthreaddesigncompetition-loumillet/ 
• https://www.artsthread.com/portfolios/vividxlevi/ 
• https://www.artsthread.com/portfolios/levisxcompetition-trappedinneverland/ 
• https://www.artsthread.com/portfolios/identityanddesire-levisxartsthreaddesigncompetition20173/ 

Brand terminology

Brand : a trademark name that distinguishes a product of a brand company from others in the market, a brand is a promise.

Branding : The process by which brand images get and stay in your head. It's also the mechanism by which a company creates and manages a brand and conveys the messages and values that underpin the brand to its customers.

Brand awareness : Brand awareness is communicating the brands identity and brands promise if this isn't done. Brands lose their value, the potential customers with awareness of a particular brand. 

Brands awareness : Brand awareness is communicating the brands identity and brand promise. If this isn't done brands lose their values, the potential customers with awareness of a particular brand. 

Brands equity : The power of the brand name and understand the value that exists around the brand. Brand equity measures the value of the brand. Is it keeping its brand promise? 

Brand essence : The essential nature of a brand ; its core and its heart.

Brand identity : This is controlled by the company, it's how the company want to be perceived. Including elements of the brand that define its identity: e.g. colours and logo. It's the main way a consumer recognises a brand and differentiates it from its competitors.

Brand image : The consumer's perception of a brand either by personal experience or by media exposure.

Brand loyalty : Refers to how loyal consumers are to a brand. It's possible to be loyal to more than one brand.

Brand personality : the human attributes used to describe a brand. 

Brand promise / proposition : a statement made by the brand about what it can offer/promise its consumers. It defines the brands benefits and highlights what makes it unique. The brand promise shapes how customers think about the brand, what they believe about it v's the competition. 

Brand values :  The code by which a brand operates. Brand values define the personality of a brand, they are the key behaviours, what the brand does or qualities it has, this should be engaging and used to seduce a consumer into brand loyalty. Brand values control consistency of the branding message and are referred to in the creation of all marketing and communication content. 


Brand drivers : Brand drivers put more meaning into a brand more detailed and descriptive aspects of the brand, they define how the values will be delivered or actioned.

Brand touch points : A point of interaction between a brand and a consumer. E.g website, social media, point of scale..etc.

Brand message : The message the company wants to communicate about the qualities and ideas behind a brand.

Brand strategy : Refers to the strategy or plan that is put in place in order to develop the brand. 

Brand experience : 

Denim analysis

Initial denim inspiration

My initial research that inspired me...

1) Holes/see through areas/devore.

2) Using clips/metal rings to attach denim together.        

3) Frayed denim/using layers.

4) Up-cycling/recycling denim to create something new.

5) Topshop's current denim window - double denim/different shades of denim/different denim garments.