Lurele Brand Report

photo source: pinterest

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Introduction

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Author words

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Brand Personality & Value

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Brand Logo, Color, & Name

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SWOT Analysis

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STPD Analysis

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Brand Positioning Matrix

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Customer Profile Analysis

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Brand Creative Brief

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Layout Preference

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Social Media Content

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Brand Touchpoints 3

Get to Know..

Lurele is the ready to wear clothing brand

that established in 2021 and owned by Leonita Mahardika Wangsanegara, and its specialty for modern, attractive and expressive clothing design, that also playing with texture, color, prints, details and embelishment. Lurele goal is make women feel more confident and free to express themself through attractive and expressive clothing design. Lurele company designing and producing clothing, accessories, and later also perfumery lines (eau de parfume et eau de toilette) and also considering the qualities of the materials for the product. #lurele #confeeldent #beyourself

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Author Words..

From Self-Doubt to Self-appreciation “Ideal body posture, ideal face, beautiful white skin, and also good looking appearance” those words are not strange to hear and we heard it everyday. And sadly those words always stucks on people mind especially women. Because of those words, people who doesn’t fit on the standards starting to aggreed about that words and sadly feel bad to see themselves. Why we need to be focus on that words? every women are beautiful if they appreciate and confident about themself. Sometimes body-size, skin color, or face look can affect the choices of the clothing, and hey, that’s not a freedom! Just wear what you wanted to wear and what you like, don’t need to think about that words pressure or people judgement. Be who you are and show them that you are also attractive.

Lurele Brand are designing and producing the attractive and expressive clothing look that makes women feel more confident and not shy to show how unique and attractive they are.

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Brand Personality Confident, attractive, cheerful, unique, artistic, glamour, and sophisticated.

Sincerity: Friendly, honest, original.

Excitement:

Exciting, young, unique.

Sophistication: Glamorous, charming

good looking, feminine.

Brand Identity Ranunculus flower, peach logo, ready to wear brand, attractive and expressive design, designer clothing brand.

photo source: pinterest

Brand Core Values

Craftmanship, artistic and expressive design, using high quality materials.

Brand Objectives -To make a high quality and attractive design clothing look.

- Checking and well-sorting materials selection to maintain the customer comfortness and satisfaction.

- Always keeping up with the trends and customer needs to increase the customer loyalty.

- Encouraging and persuating customers to be brave to wear what they like, by providing the clothing size selection.

- Developing the brand awareness to consumers and also establish relationship between customers and Lurele.

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Meet Our Logo: So, this is our logo. As you can see, you will notice that was a flower petals that swirling arround the letter “L”. Some of you would say that was a rose petal. No, it was a ranunculus flower petals.

So, What is Ranunculus Flower?

Some of you might have seen it on the wedding ceremony as a decoration. So this is a meaningful flower, ranunculus flower symbolizes a charm and attractiveness.

And why we choose coral and black as a color?

Coral symbolyze as acceptance, approachable, warmth, optimism and energy. And then black symbolize a sophistication and elegance.

That’s why we choose that color to make sure that our brand personality is approachable, attractive, elegance, sophisticated and also warm to our customers.

Contains: “lure”, came from word of allure.

Allure is the essential point or goal of this brand to make the consumer feel attractive, confident, and also alluring. Word “le”, taken from the first 2 letters of the owner name, Leonita.

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SWOT Analysis:

S

trength

W

- Expressive and attractive design.

- Using High Quality material.

- Keeping up with trends but still combining with lurele style.

- attractive and expressive look with affordable price.

- Friendly and attentive to customer needs.

eakness - New brand that still not really recogniseable.

- Haven't really applied the concept of being environmentally friendly.

- Marketing is still limited to online sales only.

O

pportunities

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hreats

- Having elements of local style, there will be an opportunity to expand domestic and foreign marketing.

- Attractive style, artistic, and crafty can increase the quality and price.

- Have an opportunity to find new customers and increase the level of sales.

- There are many new competitors and also old competitors in the industry.

- Production scale and marketing reach need improvement.

- Promotion and public recognition of the brand is still lacking, so competition with old competitors is rather difficult and takes quite a long time.

S

egmentation

DEMOGRAPHIC:

Age Income Occupation

City of residence

T

PSYCHOGRAPHIC:

Lifestyle/Hobby : 21-45 yo. :15.000.000 40.000.000 rupiah : Bussiness women, influencer, socialite, Personality college student. : Jakarta, Bandung, Bali,Surabaya, & Medan.

: working, studying, shopping, travelling, hanging out, keeping up with fashion trends, mix & match look, etc : like to try something new, unique, bright, artistic, energetic, etc

S T P D

argeting

DEMOGRAPHIC:

PSYCHOGRAPHIC:

Age Income Occupation

Lifestyle/Hobby

: working, studying, shopping, hanging out, mix & match look.

Personality

: like to try something new, bright & unique.

City of residence

P D

: 25-35 yo. : >20.000.000 rupiah : Bussiness women, socialite, college student. : Jakarta, Bali, Surabaya.

ositioning Unique and attractive ready to wear clothing with affordable price, made using high quality material for bussiness women, socialite, or college student that makes the wearer feel confident and attractive.

ifferentiation Be attractive and expressive through clothing.

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Brand Positioning Matrix High Price

Daily Wear

Occasion wear/ ready to wear clothing

Low Price

Local Brand Competitor Analysis source picture: pinterest

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Customer Profile: Lurele customer are between 25-35 years old, women.

Lurele customer personality are often bright, enthusiast, unique, and have a sense of art. They have desire to try something new, curious about fashion movement, like to mix and match, and looking for lavish, modern, attractive and expressive look. Lurele meet its customer’s needs through its design style.

Customer Profile Analysis:

Patricia Gunawan

Olivia Lazuardy

Age: 30 Style: bright, elegant, unique, flamboyant, chic, glamour.

Occupation: model, Influencer, MC.

Age: 27 Style: elegant, formal, bright, chic, feminine, glamour.

Occupation: fashion blogger, influencer.

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Brand Creative Brief

About the Product:

- Ready to wear clothing product (top, pants, skirt outer, dress, etc), that combine some ornaments like texture, material, detail, embelishment, color, design prints, or construction to be the parts of design.

- Limited stock product because every season collection the product selection will be different, unless it is custom made or not a part of product collection.

- Lurele style is modern, elegant, playful, attractive, artistic, bold and bright, sometimes add some local taste for certain collections.

- Another product on lurele is accessories, and later will be producing perfumery lines.

Brand Mission Our mission is to make our customer feel attractive, brave, alluring and confident to show their beautiful uniqueness by wearing our attractive and expressive designs.

Design Keyfact Attractive and expressive color, prints and design, elegant but still playful, playing with details and embelishment, feminine, artistic & bold feels.

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m

V i s u a l

E l e m e n t s

photo source: pinterest photo source: pinterest

Layouting Preference: Concept layout:

photo source: pinterest

- Artistic & unique - Colorful and bold but soothing & expressive - Quotes, keyfact, & product description

Photography Style: - Playful & attractive background color shoot - Expressive face and pose - Elegant, attractive & aesthetic - Artistic & unique ornament photo source: pinterest

photo source: pinterest

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Social Media Content: Website Home Look Design

Website Features: - Home page: new collection introduction, upcoming offers,

join by email, contacts and link.

- New arrival page: new arrival collection & collection names (photo, zoom details, description, price and fabric texture photo).

- Catalogue page: Garment categories (top, dress, pants, skirt, outer, accessories), monthly offers, garment top sales.

- About Us page: Lurele story, production peek, events and customer services.

- Search Engine: below the “about us and logo”.

Other Social media Platform: Instagram: Post Content: new arrival product, material description and texture, design funfact, how to order, special offers, garment care description, photoshoot, quotes, and giveaway. (educational feeds but fun to follow). and Advertising on instagram or facebook.

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B R A N D T O U C H P O I N T S

Front Design Back Design Contact Person: 0XXX XXXX XXXX lurele.id

Business Card:

monlureleid@gmail.com

Front side: embossed and printed brand name.

Back Side: printed (with contact person info)

Surabaya, Indonesia

Lurele’s Packaging Design: D

ear custom er, Thank yo u for purc hasing ou and we ho r produc pe you en ts! joy your pu rchase!

Visit & C on lurele.id

tact us at

...

monlurel eid@g�ail

.com

Thank You Card: for product purchase, (printing )

Lurele

Paper Bag:

Material: Art carton doff (Printing and embossing) with satin ribbon and coton rope strap.

Lurele

Plastic hanger: for hanging garment (usually include on garment bag).

Garment Bag: for long or hanging garments (wxh: 60 cm x 120 cm). Material cotton Oxford.

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