Liberty‘s new Jeans Brand by Friderika Bognar
Jeans Project
L. 1 Liberty: What’s in a name ?, April
“It has always been the personal touch that makes Liberty so special, and it is the prints with a story that will always be the most treasured”1
16 th.2009, filed under Liberty fabrics, Liberty loves, news. Available at: http://blog.liberty.co.uk/465/whatshttp://blog.liberty.co.uk/465/whats-inin-a-name/
Mission Statement
The mission of Liberty’s Premium Jeans L. is to extend the brands vision in it‘s inimitability for value, high quality and passion for design and detail. The jeans brand should be linked to the history of Liberty, be new and have something iconic with heritage.
Target customers
• Wide customer range in the sense of age: 15- …. − Young fashionista’s seeking design and quality − Older women who have achieved something, wanting exclusivity with a higher price
• Passionate about high quality, excellent design and detail • All ages live the same lifestyle, lifestyle they are all seeking luxury • Celebrities, career driven women and housewives, housewives all wanting the same: exclusive fashion True Liberty customers, but also new customers, customers all seeking a sense of luxury and something exclusive
Brand values
• Individuality, each pair of jeans can be customized • Special fabrication can me made, if customers desire other combinations of model or „twist“ • Fabrication time and waiting list make it exquisite • Each jeans is hand made, made which means high quality, quality high individuality and high exclusivity • Giving the customer their very own special buying experience by creating their own jeans • Very desirable, because of different models with different twists, available in different length’s • Heritage, craftmanship and high quality
Product
• Liberty of London Premium Jeans • New innovation, using own fabrics to refine jeans • Each jeans gets it’s name woven inside, inside because each Liberty print has it’s own name • Own collection of fabrics give the jeans the “twist” • Product comes from classic to very distressed, distressed but always with a special “twist” to it • High quality garment from Italy, jeans production in England • Jeans out of cotton, cotton some with spandex • Different fits available, sizes from W24 to about W33 • All length’s available from L30 to L36 • Very comfortable to wear through high quality garment
Price
• Liberty of London Premium Jeans start from 180,180,- pounds • Price depends on customers’ choice of model and fabric • There is no direct competition because of the uniqueness of the design, all Liberty customers will love it • The entry model competes only by price with other brands such as True Religion, Acne, J. Brand, whose entry prices start at about 150 ,- pounds • Jeans fabrication will be comparably expensive due to the guaranteed quality checks by hand, which translates into fairly high entry prices
Place
• • • •
A stunning department store in central London - Liberty Online shopping Private shopping Home deliveries
Promotion
• Limited editions can be designed, for example with Hermés • Collaborations with designers and musicians making their own fabric design and Liberty producing it and using it for the jeans • Ad campaign, campaign not in television: − Magazines such as Vogue and Elle − Poster advertising in London (Buses, selected hip locations, etc.) • Liberty site Online advertising for new brand - also with newsletters • AtLiberty Magazine - ad about new brand • Impress with shop windows with jeans display • Strong Visual Merchandising for the new jeans label • Celebrities