CONTENTS MISSION STATEMENT BUSINESS & MARKETING - Brand benefits - Marketing objectives/ Short+Long term goals/ Marketing specifics -The Venue
THE CLIENT - SHE - Who is the client - DEJA - Customer - Customer needs and concerns /Services -Competitive overview/ Competitive perception
IMAGE + DESIGN STYLE -
Brand personality - Imagery Brand identity - Mood board Brand uniqueness Color palette Logo design Typography
SOCIAL + NEW MEDIA - Social media: Instagram + Facebook - Cell phone APP - 3 Platform: Website, tablet & phone
PACKAGING + EPHEMERA - Packaging + Hand tag
CHRISTOPHER MENDEZ BRAND STRATEGY IVAN TRUJILLO FINAL 6-16-15
Mission:
II Embrase the body International flavor II Domestic beauty Break free
SHE leads with control. SHE demands the attention.
SHE WILL EXCITE YOUR SENSES.
Who is our client: The DOMME woman is the epitome of fashion. She is the dominant individual with a directional approach to life. She is 28-45. Metropolitan city resident. Assertive. Confident. Proud. Leader. Courageous. Romantic. Bitch. Lover. Alluring. Sensual. Spiritual. Cuorious. Adventurous. Risk-Taker. Extrovert. Beautiful. Feminine. Woman. Mother. Daughter. Independent with high self-esteem she’s a go-getter with a superb eye for Avant-garde and post contemporary fashions.
Brand benefits: Opening up your closets to fashions carried at DOMME is a benefit in itself. Our top designers are internationally recognized and are praised for the presison craftsmanship and attention to details and materials.We elevate our client above a contemporary level so she becomes the desired woman rather than just another woman on trend. Our product range of: tops, bottoms, outerwear, shoes etc., assists our customer with strengthening her empowerment when she leads while making heads take another look. ...DOMME is the next level of fashion, exactly what our consumer is searching for.
Marketing
objectiv
Short -
es:
Short term goals: Development on various social media platforms, become better known in our market, reach a net total of $200,000 our first year. Long term goals: Achieving success with DOMME which will allow us to branch out domestically and internationally. Fusing together with our brother store: GENESIS, to create the universal shopping experience for our male and female clients.
long term goals:
Providing a service to a niche market is a hurdle in itself, We plan on providing internationally recognized fashions and fusing them with unconventional pieces. On Social Media we drive to achieve recognition; and promote awareness among the social bubble. Social Media promotions are implemented to help drive focus to our brand and encourage foot traffic. Offering promotional material such as: seasonal look-books, promotional branding flyer’s and social media spotlights are encouraged to maintain relevant within the social media bubble.
M
ar
t e k
g n i Specifics: During our early stages of marketing we will start gaining a presence on various social media platforms. Facebook and Instagram are our leading platforms with Pinterest being a secondary level: medium. Through social media we are able to promote products, highlight customers/followers aa well as offer special discounts. DOMME has a website, not e-commerce based, strictly used for brand look books, various seasonal product found instore, blog and special interests. Our second method of marketing will include a strong Guerilla Marketing tactic by placing poster card sized images around the city which also offers an instant 15% off discount off of a designated price.
Our brick ‘n mortar location has an underground, mood lighting, clean space allure with modern structural lines. Attention is payed with striking pops of neon colors against a dark color palette. Fresh flowers imply we care about our business and customers. Cherry blossoms, orchids and bold colored florals are found throughout our store to create a beautifully smelling environment yet keeping a femininity quality.
DOMME had accents of exposed white brick that acts as shelving to highlight product. We are located in the SOHO neighborhood of New York’s Manhattan borough. Our look is very much prevelant amongst the neighborhoods chic and fashionable residents.
e h T
Ve
e u n
The DOMME woman looks and lives far beyond the current moment and is ahead of all the rest. - Between the ages of, but not limited to: 28-45 years - A metropolitan city resident - A college/post-college degree graduate - Employed in the Creative, Marketing and/or Public Relations fields - Always on the go - The head of her social group on fashion trends and public news
inant.
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- People watching - Innovative fashion - Achievement at the top of her industry - To have fulfillment in life
HER desires:
- Surround oneself by strong individuals - Keep current - Experience the world - Financial security - Health and happiness - Family - Tranquility - Romance
36 Years Old Artistic Director - S-Magazine $130,000/year
I’m the strong, intelectual go-getter. My girls know me as the spit fire and quick thinker of the group, being the innovative and directional one. I guess you can just call me an extrovert. Tho I come across very mature, I am still a big ball of jokes and laughter. I particularly enjoy being a homebody sitting by the window taking in my glamourous view of Manhattan while drinking a black cup of coffee, but alas my career has me always on the go. I’m lucky that my career and personal interests are able to mix together.
Fashion shows, art/music nightlife, off the grid events and promotional industry parties are some things keeping me busy.
I enjoy going to museums and partake in the local art faire, I enjoy interacting with people, gaining inspiration from their stories. My condo in the heart of SOHO is quaint; I like clean stream lines and a two toned color palette maybe a flower to throw a splash of color in the mix. Vintage photos of Marilyn Monroe, Bettie Page, and Jerry Hall hang on the walls to remind me of beautiful-powerful women that inspire me daily.”
“I’m not to be messed with; I’m more to be made an EXAMPLE of.”
What does SHE need? She needs a location to purchase one of a kind standalone pieces which are easily fusible with her current wardrobe. She is able to mix slow fashion pieces with fast fashion steals with ease. She is in search of pieces that are Stand alone statements made with expert craftsmanship to last her years. She wants pieces that cause a scene within society, yet offers a sense of mystery to the overall look. She is search for a boutique that can be the single destination to find international flair, modern lines and can keep up with her strong personality.
Questions she asks: “Materials! What is it made out of?” “Is this an investment piece?“ “Will it be a showstopper?” “Is this beyond the current trend?” “Does this read strong, inspirational, and that I don’t give a fuck?”
S
s e ic
v r e
DOMME has the standard of setting ourselves at a level to where the customer feels, not only treated of importance, but has a sense of belonging to our company and our team. DOMME values customer service as a key factor in driving business. Our trained staff is there to connect with the customer over fashion related news and trends.
Services include: - VIP Shopper Events:
Customers who reach our VIP NOIR level are invited to attend special in-store events to preview upcoming arrivals and may purchase products in advance. Local DJ talent pumps up the jams while champagne floats throughout the room as our customers socialize and are treated to sampler bites.
- Text-To-Shop:
A way to connect with customers on an intimate level, our text-to-shop program allows customers to be a part of the personal shopping experience. Stylists, employee, will inform listed customers with texts/photos of new arrival products and upcoming Simp promotions. Ability to purchase through the phone is an option as well, with a flat rate le se rvice for all domestic shipping. Our Text-to-shop has just recently connected with Instagram prin s offere ted l d to provide all women with a DOMME exclusive. : gi ook book ft wrapp /bra ing, r e ndin g ma -usable b teria l [se ags, gift c lect seas ards, Re ons t - in- urns & E stor e on xchange ly]. s,*
*Refrence our Returns & Exchanges Policy in Domme: Employee Guidline Handbook
CO
MP
ETI
TIO
Both stores offer similar vendors, which can become a bit problematic to keep our customers shopping at our location. Their aesthetics lie in innovative and edgy keywords to keep relevent. The fashions offered are always up-to-date and inspiring, yet at times can become unwearable and have no hanger appeal. Price points at both locations match DOMME, we are placed at a luxury-contemporary level offering products at a price that reflects innovation, craftsmanship and detail. Both of our competitors are already well established domestic markets.
N
PERCEPTION The competition views DOMME as the fresh and innovative approach to the raw uninibited side of fashion. We come with a striking presence and are a force to be reckoned with. Competition is aware of our stance on helping one another succeed in various platforms. DOMME is a team player and works to achieve success with all its players.
“D O M M E W O M E N ALWAYS DEMAND THE ATTENTION.” -SOHO Local
IMAGE + DESIGN STYLE
D
Wild
Edgy
– “Darling I am the one.”
The opinions on the street say we are the one and only place to shop and have an above ordinary experience. Using the keyword ‘darling’ emotes a sensual and flirty vibe which is in conjunction with our customer.
Underground
Persuasive
Iconic
O
– “Open 24 hours”
Raw
Our customer is on the go, constantly working, socializing, and networking. She’s a power house of emotions and qualities that place her on the top. She is a well-functioning machine that is put together in all aspects. DOMME becomes a place for consumers to go even when we are closed. Our website and phone app offer the consumer a way to always be fashion knowledgeable and on point with all things innovative within the industry, r just to keep up with us at DOMME.
Charming
Charismatic
Trendsetter
DOMME
Inspirationsal
Independent
The target customer is the powerful woman. Women who offer empowerment to their fellow ladies allowing for personal and emotional growth. Women inspiring others to be an individual and to aspire to become the DOMME personality in their lifestyle.
M
Directional
Strong
– “Mystery loves company”
DOMME has a mysterious allure to its brick ‘n mortar location. Our dark hued palette and modern flair intrigues all who peek in and enter. We push for women of various backgrounds to come in and become uninhibited we love company and learning about what make the ladies tick. Come in and shop or talk fashion with the latest updates and trends.
E
Appealing
– “Meet me in the ladies room”
Individual
Luxurious
M
Captivating
– “Evolutionary energy”
Underground
Persuasive
Alluring
Upon walking into DOMME you are immediately surrounded by alluring and dominant energy. Our take on fashion is ever changing and pushes current trends; we bring the client to a higher level of fashion and make sure she is consistently soaring to new heights with her collection.
The design layout within our brick ‘n mortar location introduces the customer to a dark hued color palette with pops of neon colors such as: Tangerine, Plum and Emerald. The sleek, glossy; black wooden floors stretch across the floor as if it was liquid. The exposed white brick statements are raw and effective with holding special merchandise. Strong geometric lines are seen across the store with suspended racks and shelving units. Portraits of alluring women in history are located throughout the store mixed in with pin up style images to add dĂŠcor. Mannequins are sensual and flirty with alluring makeup pairing with strong fashions.
BRAND IDENTITY
DOMME
Our chosen product selection places DOMME on a different level than our competitors, we offer unique items such as: face masks, harnesses, capes and sculptural cowls. We offer clothing by designers that keep craftsmanship and materials at the forefront of their vision. Some reoccurring brands include: Demobaza, Skingraft, Ovate, Rick Owens, Sportmax Iro, The Row, Barbara Bui, Zana Bayne, Fleet Ilya...and thats just a few!
SS
NE UE NIQ DU
AN
BR ...You’re in for a treat, you definatly will not leave dissapointed.
COLOR PALETTE
DOMME is critical when it comes to colors. We surround ourselves with the established black, chrome and white but then add a twist of neon colors to jazz up our flavorful palette. Colors such at Tangerine Tango and Radient Orchid have already been named Pantone color of the year for 2012 and 2014. Stricking bold colors keep our customer allured and entertained. Colors are usually found around decor but are also found via rack and hardwear.
BLACK #000000 Pantone Solid Coated Black 6C
C: M: Y: K:
75% R: 0 68% G: 0 67% B: 0 90%
DARK VIOLET #330066
Pantone Solid Coated 2685 C
C: 92% M: 100% R: 51 Y: 21% G: 0 K: 26% B: 102
ELECTRIC YELLOW #FFFF000
Pantone Pastels Neons Coated 809 C
C: M: Y: K:
6% R: 255 0% G: 255 97% B: 0 0%
RADIANT ORCHID #B163A3
NEON RED #FF0000
Pantone Bright Red C
TANGERINE TANGO Pantone 17-1463 #DD4124
Pantone 18-3224 TCX
C: 33% R: 177 M: 72% G: 99 Y: 0 B: 163 K: 0
C: 0% M: 99% R: 255 Y: 100% G: 0 K: 0% B: 0
C: M: Y: K:
0% R: 226 82% G: 73 80% B: 47 0%
LOGO DESIGN
HOW TO ACHIEVE LOGO: Background: Create a custom gradient overlay : #000000______RADIAL______#5A5959 Insert broken glass image Each letter: Each letter has the same direction: Blend: Hard Light - Opacity 100% Inner Glow: Hard Light - color #120920 Change contour Satin: Divide - color #000000 Change contour and Invert
It is crucial to obey by the DOMME logo design standards. The Original logo may be replicated in various colors and in black and white. Inverting the color of the logo is allowed as well.
LOGO + HEADER FONT
GANG WOLFIK
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890.,:;’”(!?)+-*/= TYPOGRAPHY
SECONDARY FONT + TEXT FONT AGENCY FB - REGULAR abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890.,:;’”(!?)+-*/= AGENCY FB - BOLD abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890.,:;’”(!?)+-*/=
Social Media
Our social media presence is adequate. We have profiles on Facebook & Instagram. Add us to your favorites and be intantly involved in a world of fashion and trends. Don’t forget to check for special promotions and follower shoutouts.
DOMME
“There is nothing vanilla about our woman.”
APP
Our free app offers a similar aesthetic to our website. On our app your able to: - View current, and past, look books - Add products to a favorites section [for easier in-store purchases] - Go behind the scenes at current seasonal fashion shows - Customer & follower spotlights - Contests for discounts and free merchandise.
E T I BS
WE
The DOMME website is not e-commerce. We are online so our customers and followers can keep up with all the latests fashions and news. The website offers a blog which we keep up to date every week, our blog is filled with photos, inspirations, mood boards, and anything that snags our attention. We have a section dedicated to the designers we carry with a breif bio and products we carry in-store. Our look book section is comprised of DOMME’s personal stylist team creating lookbooks according to what we have in-store.
TABLET [Shown: Website via tablet and phone screens]
PHONE
Each DOMME purchase comes with a reusable clear tote, made of PVC material. Tote is decorated with logo and shattered glass effect. DOMME also carries gift boxes made of plexiglas material with our signature branding on top.
C A P
G N I G A K
The DOMME hand tags are attached by a leather tassel and consists of 2 tags: Outer Tag: Black translucent Plexiglas with our signature logo and shattered glass effect. Inner Tag: Thick card stock with a vibrant shattered glass background. Text boxes are bordered with neon Orange and Purple colors. Bar code located along bottom.
HAND TAG