Branding de Moda 2018/ 2019
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IN DE X 4
07 FOUNDERS OF THE BRAND 09 BRAND MISSION 11 BRAND VISION 13 BRAND VALUES 15 BRAND DNA 17 MOODBOARD 19 SEMANTIC MAP 21 PERSONALITY 23 VISUAL MAP 25 PRODUCT: CATEGORY 27 PRODUCT: ATTRIBUTES 29 MARKET 31 TARGET 33 IDEAL PERSONA 35 COMPETITON 37 PERCEPTUAL MAP 39 BRAND PHRASE 41 SLOGAN 43 ATTACHMENTS: DNA BENCHMARKING 45 ATTACHMENTS: NON-PERSONA 47 ATTACHMENTS: COMPETITION ANALYSIS 49 ATTACHMENTS: SWOT ANALYSIS 51 ATTACHMENTS: NAMING PROCESS 5
Leonor Guerra
Bachelor´s Degree in Design
Patrícia Almeida
Bachelor´s Degree in Design 6
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MI SSI ON 8
Inspiring the feminine public to be irreverent and to think always out of the box and out of the standards stereotypes of beauty. To put herself in the first place, love her own body, always accomplish to be different and embrace all types of different bodies. To encourage independent women to focus on their own sensuality and natural beauty.
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VI SI ON 10
To became a irreverent brand, with multifaceted and innovated pieces which each woman can identify herself and feel a part of the brand.
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VA LU ES 12
Inspiring on different types of women bodies Give to women confidence Embrace the women curves Produce versatile and timeless pieces Creative outstanding pieces
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D N A 14
Versatility (Technical)
Timelessness (Resilience)
Elegance (Emotional)
Irreverence (Mercadologic)
Feminity (Integrator)
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MOO DBO ARD 16
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D N A 18
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PER SON ALI TY 20
Feminine Elegant Irreverent Intemporal Versatile
Creator
Everyman
Hero
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PER SON ALI TY 22
PRO DU CT 24
Category Casual chic wear Evening wear
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PRO DU CT 26
CORE Piece of clothe of protection, of adornment and of social prestige.
TANGIBLE Diversified materials, variety of colours, high quality pieces, unique and sofisticated design and comfort of the pieces.
INTANGIBLE United women’s community, New stereotypes of beauty, online customer support service, individual service in physical stores, service for reparation of pieces.
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MA RK ET 28
Niche Ready-To-Wear Limited Collections
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TA RG ET 30
GEOPRAPHIC
Stores in Portugal (Lisbon & Porto) Online worldwide
DEMOGRAPHIC From 15 years
Feminine Medium/high class Millenial generation
INTANGIBLE
Sofisticated lifestyle, irreverent personality & similar values as the brand. Confident in herself, embrace her own body & taste for intemporal pieces of clothes.
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PER SO NA 32
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COM PET ITI ON 34
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Uniformity
Divisity
COM PET ITI ON
Irreverent
Reverent
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BR AN D 38
is the feeling of liberty to express your self in a simply fabulous way.
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BR AN D 40
Embrace Your Own Uniqueness
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BEN CH MAR KING 42
Femininity It has created pieces, that besides being comfortable, are beautiful and exquisite.
Irreverence Elegance
Simplistic pieces with a luxurious and innovative touch.
Luxurious style. Elegance associated with the female body. Embellishment of the feminine
Timelessness
Versatility
It has a timeless style and its
Focused on producing fast fashion pieces, it’s known for its designs 43 made at reasonable prices.
the moment, but always with the same vintage style. It focused on a teen audience.
NON PER SO NA 44
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COM PETI TION 46
DIRECT BRANDS
Name of the company/brand
Brand-name recognicion
new, irreverent, independent and unique
The business is all about the right here, right now. It doesn´t just anticipate trends; It creates them, as it deliveres there girls products inspired from the catwalk, celebs, and moment.
Brand personality (uniqueness)
target costumer profile
from the others brands of Portugal, emerge a big diversity of shapes, forms and colours in the pieces of the collection to be possible to combine them in the way that consumers wants
Female, 15-45, from all cities of Portugal and foreign (from other country), interested in fashion design, in searching for something new, travel, in social media, in promotion of brands and herself.
The brand aim is to demystify style and make it accessible to all, whatever your budget. With ambitions this big it means they are constantly on the lookout for like-minded people who are passionate about making big things happen.
Women between 16 and 34 years
The brand creates looks designed by in-house talent that's made to equip millenial women with the fashion they need for all elements of their life. And since therer aim is all about empowerment, they made it easy for everyone by making there products
Missguided is a bold, straight talking and forward thinking fashion brand inspired by real life that aims to do exactly that. Everything we create is informed by our customer like social media, street style, and popular culture, creating a destination that delivers and encompasses everything it means to be a girl on the go in the world today. Women between 16 and 35 years. The brand believes in real women and in inspiring a new generation of unstoppable females to be themselves and achieve whatever they want. The dreamers, believers and does who represent our customers, brand advocates and iconic women from all shades of life and creative expression.
INDIRECT BRANDS
Rihanna was inspired to create Fenty Beauty after years of experimenting with the best-of-the-best in beauty, and still seeing a void in the industry for products that performed across all skin types and tones. She launched a makeup line focusing on a wide range of traditionally hard-to-match skin tones, creating formulas that work for all skin types, and pinpointing universal shades. Fenty Beauty products are designed to feel lightweight, even as they deliver buildable coverage that ultimately “make skin look like skin.”Most importantly, Rihanna creates makeup to inspire. Feel free to take chances, and take risks, and dare to do something new or
It a makeup line “so that women everywhere would be included.”
EGO is an online, trend-led sassy footwear brand representing a movement of stylish shoeaholics from around the globe.
styles for all the girls. If there's a new shoe trend, they'll have it - they're constantly developing there range to help there clients keep ping there shoedrobe sexy and irreverent. They've got the latest catwalk, so that the girls can obsess over hundreds of new in styles every single week.
All the girls who like to stand out from the crowd, set trends and be one step ahead of the game.
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Naming Process
Initials of the proper names of Brand Founders. Name with French Essence that combines with the ideas of Femininity and Sofistication. It also combines with a Modern Essence transmitted in atual fashion market
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