Fashion & Branding Strategies T Panwar

8/8/2019 Fashion & Branding Strategies T Panwar

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- Dr Tarun Panwar


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Presentation PlanRevisiting FashionUniqueness of Fashion MarketingLuxury Brand SystemsPrinciples of LuxuryIdentity v/s ImageBranding Strategies


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Fashion is not something that exists in

dresses only. Fashion is in the sky, in thestreet, fashion has to do with ideas, theway we live, what is happening.

Coco Chanel


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UNDERSTANDING

FASHION

FASHION is the currently prevailingstyle well accepted by masses at a

given point of time


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the key question. Fashionmovements are evolutionaryor revolutionary?


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Nature of Fashion

Fashion movements are evolutionary in nature


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Uniqueness of Marketing fashionPsychological ObsolescenceA short life cycle (selling period)Long lead timesHigh product variety, low volumes perSKUHigh demand uncertainty and variabledemandhigh stock-out costHigh inventory and obsolescence costs


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FASHION PRODUCTS : CHALLENGELong supply lead times

Having too much product leads to

markdowns/discounts

Having too little product leads tostockouts andlost opportunity


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Leanings from Toy Industry

Mattel's business is subject to risksassociated with the underproduction of popular toys and the overproduction of toys that do not match consumerdemand. Mattel Annual Report


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Marketing FashionPEOPLE NO LONGER BUY PRODUCTS TO KEEPTHEM DRY AND WARM.

They buy them because . The product

can ..make them feel:-MASCULINE SPORTY RUGGED

DIFFERENT YOUNG RICH

GLAMOUROUS SUCCESSFUL SENSUAL

Our business now is selling excitement ratherthan products.


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Brand The consumers idea of a product - OgilvyPerception of an experience offered by the product orserviceA promise that no other competing product providesUniliver chairman, Niall Fitz Gerald says a BRAND isa storehouse of trust. That matters more and more aschoices multiply. People want to simplify their lives.

User Brand Provider

Promise

Trust


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How are Brands different from Products?

P r o d

u c t sFunctional

Concrete, RationalDescribes What GenericLimited life spanTransaction oriented

Easy to copy

B r a n

d s

Emotional/FunctionalConceptual,PerceivedDescribes What &

Who Unique, DistinctUnlimited life spanRelationship orientedCant be copied

A shirtA Louis Philippe

Shirt


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StrongBrands

Longevity

VividImagery

Consistency

PerceivedQuality

PerceivedUniqueness

Leadership

Advertising

Own the category

Singularity

of focusOwn a word

Be consistent

Withstand the test of time

Be refreshingly different


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The Luxury Brand System Pure Creation, Unique Work,

Materialized PerfectionGriffe

Small Series, Workshop,Handmade Work, veryfine craftsmanship

Luxury

Series, Factory,Highest Quality inthe categoryUpper Range

Mass series,Cost PressureThe Brand

AURA


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Principles Of Luxury BrandManagement

Protect clients from non-clients.

Luxury brand awareness must be superior

to its penetration.

An object must always be up to par with itsbrand.


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BRAND IDENTITY

SIGNALS

TRANSMITTED

OTHER SOURCES

OF INSPIRATION MIMICRY OPPURTUNITY IDEALISM

BRAND IMAGE

SENDING MEDIA RECEIVING

COMPETITIONAND

NOISE

IDENTITY Vs IMAGE


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PICTURE OF SENDER

PICTURE OF RECIPIENT

INTERN

ALAISATION

EXTERNALISAT

ION

PHYSIQUE

RELATIONSHIP

PERSONALITY

CULTURE

SELF IMAGEREFLECTION

BRAND IDENTITY PRISM


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Brand Identity Prism


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Branding StrategiesProduct Brand

Line Brand

Range Brand

Source BrandEndorsing Brand


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Product Brand Strategy


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Range Brand Strategy

Apparel Footwear SportsEquipments

Eyewear Watches Accessories


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The Source Brand Strategy

Armani


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The Endorsing Brand Strategy


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Thank You for your time


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The Line Brand Strategy

GAP Inc.


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House of Brands


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Branded House


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Value Addition Process In Fashion Marketing

FantasyHaute couture

Fashion pret-e-porterDiffusion line

Style wearContemporary classics

Basic updated

Basic budget

Retail Channel Type

Designer houseBoutiqueBetter independent

store

Specialty storeDepartment store

Mail orderMass merchandiserDepartment store

Budget store

Discount store

Price,fashion,value of

timeliness


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Brands :personifications of organizations,

products, servicesand experiences,

Top managementsupport is crucial toa brands success.

A brands identitymust be frequently

and consistentlypresented.

Profound customerknowledge- to

delight thecustomers

Brand building withrelevant

differentiationbegins withawareness.

A brand shouldstrive to evokeemotions and

create sensoryexperiences.

The corporateculture must

reinforce the brandessence, promiseand personality.

Front lineemployees are key

to a brands

success.

Creating a winning Brand..


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Brand It! Now, More Than Ever!

The increasing difficulty indifferentiating between productsand the speed with whichcompetitors take up innovationswill assist in the rise and rise of the brand.

Gillian Law and Nick Grant,Management [New Zealand]


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Scott Bedbury: Nike/Starbucks

A Great Brand taps into emotions. Emotions drivemost, if not all, of our decisions. A brand reaches outwith a powerful connecting experience. Its anemotional connecting point that transcends theproduct.

A Great Brand is a story thats never completely told.A brand is a metaphorical story that connects with

something very deep - a fundamental appreciation of mythology . Stories create the emotional contextpeople need to locate themselves in a larger

experience.


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BRAND CUSTODIAN BLUEPRINT

BRANDDNA

Brandtheme

Brandname

Brandidentity

Corporate

ProductService

Retail site

Packaging

Advertisement

Public relations

MEDIA NEUTRAL

BRAND MANAGEMENT

MEDIA SPECIFICBRANDMANAGEMENT

The above blueprint structures the process of developing new brand names,identities and experiences expressed through all media types.


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Strong brands own a word in the minds of consumers.Say the word and the brand will pop out!

Owna

Word!

Nike Just Do it!

UnitedColors of Benetton

Colors

Spykar YouthCulture

Levis 501 Jeans

BigBazaar

Value formoney

Armani Niche

Documents

Fashion & Branding Strategies T Panwar