Guess what brand book

Table of Contents

- Vision &Mission, values

- Social and environmental commitment

- Intro, Hey sis

- Vision, mission and values

- Unique selling proposition

- value proposition

- Target group

- Target group

- Consuming identity

- Consumers identity

- Social and Environmental

- Muse

- Market segement and positioning

- Product Colllection

- Place

- Price

- Positioning Matrix

- Promotion

- Gw Stories - Spotify playlist

- Tone of voice

Hey Sis

GuessWhatis attitude. Guess what is different. Guess Whatis all.

Let’s talk about bags. They are more than just accessories, throughout the years handbags have been a symbol of female empowerment and stability. Princess Diane is a prime example of using her clutch bags as protection, from the constant intrusion of paparazzi, trying to catch a front page disgrace story. Hand bags are our security blanket in uncomfortable sit- uations. They carry our lives in it. We utilise fashion as a way to assert our dominance and look sickening. It’s time to level up your armour. Ever wanted denim y2k guess bag inspired outfits? Well we are here to answer your prayers. We eat and leave no crumbs.

Vision

We hope to create a future where identity is free and respect is a given for all. Where social norms and standards don’t exist and we can all be extra af, cus tbh normal is boring.

Mission

We take up space,we inspire the girls to stand loud and proud. We are not bossy for taking control or out of line, when stating our boundaries. This is our “R-E-S-P-E-C-T find out what it means to me” moment. We are introducing a clothing line that is inspired by our iconic y2k guess bags, but make it denim. Bags carry our lives and hold power .We are wearing that protection now. Inclusive yet exclusive for all fem presenting individuals. It’s your turn now babe, gag them all.

Values

1. Unity

Fedinand foch once said “ the most powerful weapon is the human soul on fire”, so we say let’s burn this bitch. The only way to create a tidal wave is movement, and for that we must unite. Guess what unities for gender equality and respect for all identities.

2. Grit grit, guts, balls. Call it whatever you want but to be true to who you are you have to be brave and that takes grit. Having grit as part of the guess what family means to be unapologetically yourself and to stand with your head up.

3. Ingenuity

Thinking outside the box is such a common saying yet so true. At guess what we represent going against the masses, going against the grain. Ingenuity for us means to think differently and to be creative no matter how crazy.

Value Proposition

At GuessWhatwe create sensual hyper feminine clothing inspired by vintage guess bags. We embrace the non-traditional and cherish individuality. We offer a free atelier service to ensure all bodies can be bimbo-fied. It’s a nostalgic remake of Guess at its finest for those who couldn’t enjoy it, using bags as a symbol of raw feminism.

Target Group

Our target group are young grafters in their 20s. Working up from nothing, they are not afraid to get their hands dirty in glitter and grind to get where they want to be. They have worked a minimum wage job all their life, dreaming of the day they are valued for their creativity. They are nifty and thrifty, selling clothes on depop and vinted, and art on etsy. They are now freelancing their dream working on campaign shoots, making art installations and making connections. They want to make a name for themselves. Be besties with Emma Chamberlain and have that invitation to the Met from Anna Wintour herself. Grind is their middle name.

They’re fem presenting, they’re different from the norm, they stay true to themselves and are courageous for doing so. They value connection and bond over ex- periences, they love wholeheartedly and passionately. They devour.

Consuming Identity

They like to have their hair and nails serving. Let’s not forget a beat face. They listen to lady gaga and kim petras ,and honey they know drag race. They learnt from the best how to read people to filth, Trix- ie and Katya. And sis they pop their pussies out. Every outfit is a statement and they need vintage designer. They always carry a bag and diy it to look flawless. They always carry dior lip oils, nyx liner and fenty blush. They need their digital camaras, cause they have to catch the moments. They always have headphones and live their life with a soundtrack. They’re highly active on instagram and have to constantly update their followers about their lives. Whether it’s a new coffee place or a grwm, they have to post. They love a boozy brunch and strapping on a pair of pleasure heels for their Wednesday pole dancing class. They constantly get notified on vinted and pinterest cus they have to stay fashionable.

Bex

Pole Class tonight? I just bought new pink pleas ers! can’t wait to show you :)

Social and Environmental

We are committed to our people, we are committed to fighting for our rights. We live in a society where we have allowed identity in itself to be political and public, when it’s not. We are committed to bringing back respect for all. We’re committed to create a world where identity isn’t a political statement. We com- mitted to teaching people how to mind their business, and in the meantime we might piss some people off. But if that means we're closer to being free in our identity, then so be it.

We want to bring back the reinvented guess and sell to those who wanted these clothes in the 90s but couldn’t buy them. It’s your turn now to serve, in your Guess What piece.

Muse

Samantha Hudson is a Spanish trans influencer and singer that is known for her activism and her idgaf aesthetic. She’s an icon, she’s a legend and she is the moment. She’s the guess what muse for being completely unapologetic and sharing the same values.

Product Collection

Let’s bring back vintage guess! This collection is inspired by iconic staple guess 90s, bags. This denim collection is sexy and loud. Denim is durable, denim is never going out of style. These items are also put together, so you can wear them in different ways, any day of the week, not just to the club. You are comfortable in your new skin. Look your best to feel your best!

Waist - end

Here is a complete reinvention of a mini dress with a crafty grunge attitude. We have reworked waist bands of denim jeans and connected them to eachother give a unique rugged texture thats makeshift.

Layered On

This coat is the perfect cover up for the lingerie fantasy we’ve all had and will surprise your man.

Strapped in

Strap yourself into this cinched up corset. This set is perfect for a full day of grafting and a full night of party.

Product Collection

Updates constantly coming your way. We are here to make denim fit you.

Skirt away

This gorgeous dress is perfect for all weather conditions. The longer skirt is removable *gasp*. You need to talk to your boss but have a hot date later, we’ve got you covered.

Be Furr - Real

This teeny tiny top is based on this double belted guess bag. And hello, the matching skirt and hat are just to die for.

This look is simpler but nevertheless keeps it cunt. This is for those days you want comfort and style in one. Your lookin scrumptious

Place

“Guess what” is an experience. Our place of retail is mainly online. The website consists of a simple presentation of our clothing. Since our garments will be flashy and trashy, they do all the talking. They will be exclusive and made to order, to make sure any body type can be bimbo-fied.

In existing Guess stores you will be able to have your online purchases tailored by our professionals for free. You will be able to purchase in store a limited amount of Guess What accessories and tickets to our force pop.up, which won’t be available online. These are 100% exclusive baby. They will only be available at the Guess stores in the city the event will be taking place to make it exclusive to that area and there will only be a limited amount in sale. All of this information will be revealed on our socials ( instagram, tiktok and x) so make sure to keep your eyes peeled.

Inside the Guess stores will be a guess what section, in led lights a sign will say “guess what? It’s our atelier” with two mannequins wearing guess what outfits that will be changed every two weeks. A glass counter top with visible vintage denim Guess bags to show our roots. There will be a small changing room and a platform surrounded by mirrors and lighting to properly complete the fitting and tailoring of your online purchase which you will have to bring to the atelier.

Price

Our clothes are pricey but worth it. Our price ranges between 400-800 euro. Not only are you buying a new addition to your already glamorous wardrobe, but you’re also contributing to a worthy cause. We are proud to state that 30% of our revenue will be donated to the trevor project. The trevor project is the leading suicide prevention non-profit organization for LGBTQ+ people. Own a statement piece and support a worthy cause, you’re hitting two birds with one stone. This price also includes the available tailoring of all items to ensure every purchase fits you like a glove. Period.

Positioning Matrix

This is a visual representation of where we stand against our competitors in the market. We are well aware we’re not the first brand that makes a statement or even the cheapest. But we differentiate ourselves with so much more than clothing, we sell an experience with extravagant reinvented outfits. In the positioning matrix the angle we decided to explore is feminine/masculine. When doing research it was clear to see that the pattern in brands is to romanticise femininity. For example all the brands presented in this graph sell clothes for women and men, however brands that lean towards the masculine axis don’t present femininity as loud and messy. In a lot of brands femininity is presented in a quiet, chic way, which by all means isn’t wrong but it’s not the whole truth.This is how we differentiate ourselves, we present the complete truth which makes us stand out in the market. So in conclusion buy guess what, we slay the market.

Promotion

These are our key messages:

At guess what we use bags as a symbol of power and strength. We have created full outfits to match the bags and give them all the attention they deserve. We promote clothes for all presenting fem individuals and we ensure, thanks to our master tailors, that no matter the body type you can slay guess what. We present raw feminism, no need to be pretty or nice.

To reach our target audience we are using all the social, Tiktok, Instagram, X you name it we have it. We will post grwm on tiktok and show the versatility of our outfits and bags. Instagram will be our most informative platform for events/ pop-ups, sales, maybe even giveaways *wink wink*. We also use pop-up events and a guess what stories platform for customers to share life experiences.

We will organise events in major cities worldwide, details will be posted in the guess what stories platform, so these will be exclusive to a limited number of people. The pop up will join queer art, music and people together. As you enter you will receive a number at the door, there will be a wall of envelopes for people to write messages and share stories. At the end of the night you will leave with new friends, great new memories and an envelope full of love. Let’s not forget a fabulous new outfit. The place will be underground, we will create a safe environment welcoming all creatives and making it much more than just clothes. Entering our pop-ups will ensure you get more than just a glittery outfit. We’re just that generous.

GW Stories

We all have crazy stories, deep ones, funny ones, sad ones. With “GuessWhatstories” you can share them all. “Guesswhatstories” is a safe platform where you can anonymously post stories and connect with others. Qrs will be posted around cities to keep it private, and we as a brand have no say in what gets posted,but no haters allowed. It’s a way to review products or make friends, it’s a way of finding your people in a world where you might feel alone. With “GuessWhatstories” you can cry and laugh with others just like you. We have those hard conversations and we talk about things that might make people uncomfortable, we’re not scared and we will be loud if we have to. Let’s spill all the tea.

Tone of Voice

Our tone of voice is light and witty, but it is informative as we do cover serious topics. As a brand that stands for being against the norm we know the importance of standing our ground and connecting with the right target. We do this by being welcoming in our communication and fully transparent and understanding. At GuessWhatthere is no space for judgement

Visual Identity

Colour palette

The colour palette is classy but sassy. The colours are based on the original guess cuz blood red will ever go out of style. GuessWhatcolours also include this vibrant yellow that represents happiness and is here to spread joy just like us.

Logo

The logo is 2D. A workmark that represents this brand, as we are cerain of who we are and what we stand for.

Rule

Do not reshape or hide the logo with an image. It’s loud and proud. It makes it’s own statement.

Typography

Buckwheat TC Painted otf (400)

These are the three main fonts of guess what. The first is solely used in the logo and the we chose one inspired by graffiti was to highlight in the logo that we are completely different to original guess, but still a part of it.

The second font is used for titles and subheadings, it’s funky and fits our

Titles

Text Minion Pro Mariana

The logo is highly influenced by the original guess logo, but we turned the question into an exclamation, because guess what is attitude, say it with your chest.

Lastly we used the original guess font in the writing to ensure it is clear to read as our aesthetic is already messy enough.

Ingenuity

Blanca Acha & Heather O’Connor

B2iF