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Moxie Proper

Arcelia Valencia | Capstone FASM430 | Professor M.Jonevski

Creating a Brand ‘s Image

Table of Contents

About the Company Competitiors Target Market Customer Care Digital Communication Strategy Company’s Website

About the Company

Our founder, Kelli Hammock, started this company with the belief of filling a void in the lives of all young women. After years of traveling and following passions like a rolling stone, she set her mind on conquering the business world and her personal life. Through Moxie Proper she hopes to offer clothing from head-turning festive wear to empowering office attire. From vintage wear to new apparel, Moxie Proper is here to provide versatile women’s clothing. We are proud to say we are based out of Georgia. Have a great day! Stay Moxie!


Moxie Proper has one set goal which is to provide pieces to help build a cohesive, no-fuss wardrobe that is both timeless and original. We are so proud to offer our hand-selected gems to like-minded moxie ladies. We hope our clothes give you a little extra moxie to get you through your extraordinary day.


To create inspiration for a cohesive wardrobe in order to have a better day.

Moxie Noun force of character, determination, or nerve. “when you’ve got moxie, you need the clothes to match”

So much Moxie!


Be Moxie. Be Proper. Be You. Stay Moxie. Stay Proper.



-Strong Local Customer Base -Quality Merchandise -Great Communication with Vendors

-Online Only -Limited Products Available -Limited Target Market -Limited Advertisement

-Expansion on Product Selection & Lines -Growth in Products Available & Sizes

-Strong Competition -Over Saturated Market


Has a strong position in the southern market. Caters to trendy young women between the ages of 16-25. Attracts customer by having everything under $50 and having new merchandise every Monday. The company is still fairly new and still growing.

Caters to high styled women between the ages of 18-30. Attracts customers by promising them everything “under $100 without sacrificing quality and ensuring priceless, first class customer service.� The company has been in the market for 14 years.

Target Market

A 26 year-old woman, who is smart, creative, and confident. She is comfortable in all aspects and she can be sweet or tough, whichever is needed at the moment. She is adventurous and a hopeless romantic. In her free time she loves to travel and hanging out in the town.

Female Ages 25-35 Income in the high middle upper class Career women with a college education Single or just married with no children Gen-Y



A woman who loves adventures & likes trying new things. She wants clothing that is comfortable, timeless, and original. Yoga junkie & loves to go on a good jog. She is mindful of her purchases and looks for quality in clothing.

Customer Care

Returns & Exchanges: We hope that all of our customers love our clothes as much as we do, but if not fully content with your purchase let us know. Returns: Please email us with a description on what item you want to return. Customers may return any unused items with tags attached. The return must have the original receipt in order to receive online store credit. Merchandise is eligible for store credit up to 14 days of purchase date. Please allow 2-4 days for us to process your return.

Returns & Exchanges: Exchanges: Please email us with a description on what item you want to exchange. We will gladly exchange any unworn merchandise in its original packaging within 14 days of purchase date. Complimentary shipping on exchanges! ​ You will receive an email notification upon accepting your return or exchange. Merchandise will not be returned or exchanged if the item has been worn, washed or the tag has been removed. All clearance items are final sale and will not be processed for a return or an exchange. ​ Please schedule your return or exchange by emailing our MP team at Contact:

Digital Communication Strategy

Moxie Proper will fully take use of all the channels possible for the brand to grow, by keeping communication as the main focus. We will keep our customers informed about our latests news, in regards to sales and new merchandise through our social media platforms and email blasts.

Stay Connected

Partnerships with local Influencers:

Madeleine Raiford Holland Morgan Rae Style A Brave Mess - Kate

Stay Connected Pop-Up Shops Create polls on Instagram for pop-up suggestions: Locations & Activities Pop-up “A Day at the Park”

Blog on MP Website Monthly posts about lifestyle, beauty and fashion.

Social Media Social Media Post at least once a week on most popular platforms. Instagram Most popular platform Post Stories about new merchandise & upcoming promotions. #moxiemaven #moxieproper Facebook 2nd most popular social platform. Show multiple pictures of new products Post multiple shots of one product. Have the website link on most posts.

Company’s Website



Be Moxie. Be Proper. Be You.

Logo Ideas

Work Cited


Created a brand's image. Helped Moxie Proper identify their target demographic and define themselves in the marketplace.