Branding

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Repositioning Imi Studios into a national market

Executive summary

Since the start of the fashion industry, the environment has been impacted by pollution with the rise of this just keeps going up, slow fashion is one of the ways this can be cut down by helping with landfill, water waste, and air pollution (greenhouse gasses).

The brand that is the focus point of this report is Imi Studios, where slow fashion is the main priority brand as the brand's message reads BUY LESS, CHOSE BETTER, AND BE YOU.

Throughout the report, it will include recommendations for the brand to better itself with the buying experience which will help wider itself into a national market within the UK.The brand has little exposure with being a new brand. Some of the recommendations that will be suggested will include a Flagship store and an App, these will increase the market share and revenue.

Introduction

This report will be looking at the opportunities that Imi Studios can develop as a brand for future goals to reposition itself into a national market and strengthen its slow fashion value while still reflecting the customer's lifestyle and the core of the brand being, slow fashion. This report will be broken down into 5 main points; The Brand, Branding, Positioning/

The Brand

The first section will have an overview of the brand discussing how the owner (Imogen Evans) was/is inspired by and who by. The inclusiveness with sizes has the market for all body types ranging from truly any size. The heart of the brand is slow fashion and the increase for a more environmentally friendly alternative option within fashion is only going up.

Branding

The second section covers an insight into the impacts of storytelling (emotional branding) on bringing life and personality to a brand. A brand/ retail is more than just selling a product or service, it is leaving a mark on a customer. Building an ongoing relationship encourages the customer to come back, again and again.

Positioning/ Repositioning

Knowing what market, the brand sits in will help with what customer the brand is appealing to. For Imi Studio the market is Ecofashion, and sustainability is a factor why customers shop with it (and customers to come).

Strengths

One of the biggest strengths of the brand is the casting of models, as Imi Studio has a range of body types and models from different ethnic backgrounds, customers can find a model similar to themself. This will help

Recommendations

The final part of the report will include the recommendations for the brand, this is split into 4 parts. Starting with improvements with omnichannel, as a current customer cannot have a seamless shopping experience. Following that is the need for copywriting on the website, as the need to touch shows impotency shopping. As Imi Studio is online only this is even more essential. The app is an idea for the brand, as the brand currently does not have a platform where customers can do all the buying experiences (Per, During, and post). The app will help customers have a seamless experience, with the app having 3 main elements shopping, social platform, and information with regards to sustainability. The final recommendation is a flagship store based in London. As it is a flagship store, the store will have extra features including a workshop and speaker. This will make it a unique experience and change the way people shop.

Imi Studios was founded in 2021 by Imogen Evans who first came into the fashion industry in 2018 with her ‘Reconstruct my flash’ collection at the Vancouver fashion week. From there Evans 2019 appeared at New York fashion week with her ‘Places we’ve been touch’. This collection aimed to give a voice to sexual abuse (SA) survivors and tell their stories (anonymously) without the fear of being interrupted or questioned. The brand’s main priority is being sustainable with not only the clothes but with the packaging and this is shown by the clothes being made to order and all packaging being either made from recycled materials, recyclable or compostable.The biggest demographic for the brand is young people with an interest in fashion and sustainability.The biggest demographic for the brand is young people with an interest in fashion and sustainability. The brand sells sizes running from Small to 2XL, with the option to contact if customers do not see their size.

Evans's biggest inspiration is seeing other female founders being successful in the industry and having the ability to create clothing for a range of body types. One of the biggest accomplishments and Evans's favourite was Imi Studios' collaboration with Depop with the comment ‘it proved to me that if you don't ask, you don’t get’.

Imi Studios customers align themselves with sustainability, creating a greener community with slow fashion is going to get more popular and as consumers become more aware of the impact that fashion has on the planet as the rise in the waste coming from the fashion industry is rising with the industry being the 2nd biggest polluter within the industry, having 20% of the wastewater globally and on a rise with greenhouse gas due to increase by 50% by the year 2030 (Bailey et al, 2022). The brand’s message buys less, choose better, and be you are the message that simply goes beyond the brand. The feelings and emotions behind this create a new what's social approval (Armstrong-Gibbs and McLaren, 2017). The community that comes with brand loyalty, as the guilt that comes from buying fast fashion is simply no longer.

Checklist customer loyalty

Brands mistakes are forgiven

Would let family and friends

Paying full price for items

Frequently shops with brand

Resisting offers from competitors Stands with brands values

Branding

One of the biggest mistakes when it comes to branding to the idea that it is just a product, logo, or a service. However, that is not the case; branding is the relationship between the brand and the customers, as a result the brand would need to have a strong identity both physically and mentally in order to be successful. Building acknowledgement both from new customers and building loyalty with extending customers (Hameide, 2011; Wheeler,2018).

The brand would need to build loyalty between customers and the brands/ retailers this is a goal many brands set to have, customers choose brands that have the same values as them and stand behind the vision (D’Arienzo. 2016). Imi Studios customer's algin themselves with sustainability and content with self-image, bring customers back again and again. With branding being a multifunctional process, that starts off with a vision which recognises both the need and the purpose of the brand (Hameide, 2011). With Imi Studios the need and purpose are slow fashion with fashion still being exciting and open to all. The success of a brands are also links in with whether the brand can concert to the costumer lifestyle which is under the emotional branding.

Story telling is an impactful way for customer to have the emotional connection with the brand and a way for the brand to express the values they stand be hide, building the relationship and loyalty (Comunale, A 2009).When a brand is telling consumer a good story, it further interest of customers by adding value, with the gap between narrative and brand no longer remains and the two words have come together as brands are stories. The art of storytelling has abled brands to have personality and brought brands to life (Brown, 2016 and Duffy and Nobbs, 2018). As Imi Studio in the past has told a strong story through ranges displayed at New York Fashion Week, it is important to carry this forward.

When looking at the 5 personalities or the BIG five (Sincerity, Excitement, Competence, Sophistication, and Ruggedness) (Aaker’s, 1997; Huang, Mitchell and Rosenaum-Elliott, 2012). Imi Studios falls into the Excitement category as the brand is imaginative when it comes to slow fashion. The brand shoes excitement well through using bright colour used in both in clothing (on website and social media) and backgrounds with shoots. The biggest demographic for the brand is a part of Generation-Z and Millennials, which will go interlock with the personality of the brand.

P RO D U C T

Consumer Behaviour

The influence of decision marking when buying, can be made when in groups and people in the consumers environment or received through the art of mass media (family, friends, tv star, influencers and celebrities) and influenced them said people, even when the customer has made their own decision, it is still influenced by ‘word of mouth’ from other people ((East et al., 2017).

Building the relationship between the brand and customer, rather than have a single transition with a onetime purchase, brands need to have relationship marketing. Thus, having a long-term relationship (Sethna,2019). Culture has an in impacted with psychological processes when buying is an internal process driven buy; motivation, perception, attitudes and knowledge (Noel, 2009).

Positioning

The brand position is important as the phrase ‘a good product sells itself’ is simply not the case anymore. As the growth in the market has increased customers can be overwhelmed with the selection of products to choose from, brands now must think about how their products stand out compared to their competitors (Riezebos and Van Der Grinten,2011).

A positioning strategy consists of 2 main elements; firstly, the product mix (Features and Attributes) and secondly the brand's identity (Symbols and Personality) (Hameide, 2011). Imi Studios sits in the Eco-fashion market of fashion, which is growing in popularity (Posner and Williams, 2015). With slow fashion being the core of this brand, the biggest competitor would be the fast fashion industry as it has set an unreal expectation to customers of how much an ethically sourced and made garment cost.

Although the brand cannot compare with pricing, the brand can compare with the quality of garments. For the garments to last, Imi Studio can give care information with aftercare. Both brand and customers grow together, and for a brand to be successful within this, the brand would need to able to appeal to future generations to keep the revenue consistently up (Rhee and Johnson, 2018). Knowing what market, the brands sit in is essential for the brand to meet the needs and wants of the said market if a brand says it can meet the needs of everyone this can be misleading (Walters and Jackson, 2013).

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Repositioning

Both brand and customers grow together, and for a brand to be successful within this, the brand would need to able to appeal to future generations to keep the revenue consistently up (Rhee and Johnson, 2018).Knowing what market, the brands sitin is essential or the brand to meet the needs

Strengths

The brands diversity when it comes to casting on both website and social media within the use showing a range of body types and people from different ethnic backgrounds is one way in which a brand can correct the customer adding to the emotional branding. If a customer can see models with similar bodies, it is easier for them to imagine themselves in the clothes. As emotional branding can build on customer loyalty to the brand by offering a psychological connection and leaving a mark on them (Zhang et al., 2022).

Omnichannel

The revolution of media has created the digitalization of advertising by having multiplied channels that are available to connect both the brand and customer, people are connected 24/7 (Boardman et al., 2019). Since 2010 online channels have increased in popularity by 15% every year and continue to grow. Omnichannel customers have an expectation of being able to shop easily across channels (Gallino and Moreno, 2019).expectation of being able to shop easily across channels (Gallino and Moreno, 2019).

WOM can affect categories of both per and post purchasing experience, and through. Some customers will value this more than the brands voice (Swaminathan and Kubat Dokumaci, 2021). Imi Studios lack of being ability to do multiple services on the same channel, for example, if the customer can't buy from the brands' social media, they would need to go to the website to process purchasing.

Imi Studio would need to make the change for customers to browse and buy in order to improve customers' experience. With the digitalization of shopping with social media, websites, and e-commerce sites the tone of voice is of the upmost importance when coming across to the consumer. The age of e-commerce is changing both customer and business behaviour. It is also a great platform for the education of said, consumers. As the heart hion and ts will engage se topics ng of clothing s, 2018).

The need to touch

Copywriting is an improvement that the brand could do as currently on the website it is very minimal when the customers were viewing the website, they are unable to feel the clothing and through research, for many years it has proved that need to have the feeling of touch in imported as some customers make the buying decisions when touching said item (Peck and Childers,2003; Wheeler,2018). Females in general are highly autotelic when it comes to the need to touch, touch was found that it was the most important in fashion out of all 5 of the sensory modalities (touch, hearing, smell, vision, and taste) (Workman,2010). As Imi Studios' biggest customer falls within the female democratic, (see appendix for customer profile), which means a large portion of the consumers will be highly autotelic. Copywrite can help fulfil the need of this when shopping online with a description in detail of the fabric used for said item, linking back to emotional branding Copywrite can also state ideas on what top style with and where you could wear it tape into the lifestyle helping build the loyalty relationship (Communal, 2009; Zhang et al., 2022)

The Nebula top is made from smooth elasticated metal, with a body con fit. The top can be dressed down with leggings for a lecture or dress up with a skirt for a night out with friends

After pursuing, the experience continues with the packing (after the items are delivered), as the need to touch has been established as an important factor of buying, Imi Studios exceeds with the presentation. With the tissue-wrapped clothing in a recyclable box (as it is a gift to themselves or others) and ending with a handwritten thank you note, the shopping experience ends with the customer feeling acknowledged. The brand could use this as an opportunity to strengthen the slow fashion values it holds by adding importation guilds in the parcel.

To make the experience for the customer to be seamless by being able to do everything from one platform, with being able to have features that are different from traditional e-commerce (Sinemus and Zielke, 2022). Mobile apps have changed the way customers intact with brands and have grown in popularity by 17% from 2019 to 2020 (Yoon et al., 2022). Brands and Retailers that use apps can concept and future the relationship (Sinemus and Zielke, 2022). Imi Studios would be able to do the same, the app will consist of 3 main parts; buying products, connecting, and sustainability information. Apps also have different characteristics when compared to a store (physically) or a website and a smaller screen can change in way people shop, so Imi Studios app will be an experience (Ba, He, and Lee, 2021). The brand's Unique Selling Point (USP) is the strong person be hided the brands, along with slow fashion, and the app will help being Evens back to the front as she does on social media (TikTok and Instagram) (Swanson and Everett, 2016).

Connecting

Shopping

The shopping element will contain the products to buy, like the website, but will be linked to the connecting page. However, unlike the website, there will be a selection to leave a review with both text and images where the customer can finish the buying.

The connection element will contain images of the products, and how other people have styled pieces to inspire others on how to wear them.

Whether that be a simper style to what they wear or trying something new. This will create a community with people with simpler values and will add to both emotional branding by delving into their lifestyle and loyalty (Comunale, A 2009;

2016).

Love my new hat !!!!!

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Got the pink hat and its amazing !

Any ideas how to wear it?

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RECYCLE TALKS

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Sustainability

As slow fashion and sustainability are the heart of the brand and the information on this is lacking, the app will have a section with guilds on how to recycle, how to reinvite old clothing (tops, pants, gloves, etc.), so past loved items can be in the light again and changed to for you better and to catch up with a new style. This section especially will help strengthen the slow fashion values of the brand.

Flagship store

Window shop layout

The more time someone spends in a shop and more likely they will buy more, so for a shop to be successful it is crucial for it to be an experience rather than just simply a space to buy products, it needs to fulfil the needs of customers by having a unique encounter (which Imi Studio would need to apply) (Comunale, 2009). Sensory branding will be a key factor of importance when planning the store layout and what features will be included. For the flagship store to have a strong stand, the store would have to embrace the brand's identity; this can be done with several components (Kirsty 2018).The stores are a way for the brand to build loyalty and promote products and the values they stand behind, brands can use the feature to have a positive influence when shopping with sounds (e.g., music), lighting, and smells (e.g., perfume) (Arrigo, 2015; Wheeler,2018).

Music changes people's moods and feeling as it taps into the nerves, in the brain, upbeat music can have a positive effect which will encourage people to shop more (Hallam and Himonides, 2022). The store will have items and products to buy but will also have a workshop in with guest speakers and ways customers can use old clothes to restyle with their purchases from the store, with the same to fall back in love instead of throwing and adding to landfill. This will help express the brand values and have a unique experience. The Flagship store will help when it comes to repositing into a national market as the store will be in London (the busiest city in the UK), which will open a new market for the brand. Other brands have done similar (see appendices).

workshops slow fashion shopping

As Imi studio is currently online only, the flagship store would be a new way for the brand to connect with its customers. With using the elements of music, lighting and smells Imi Studio have a positive and memorable experience. As the brand uses bright colours throughout the brands social media and Website, as the brand has the personality of excitement (Aaker’s, 1997).

Consultation

In consultation the report has identified the brands current position and future strategies with repositioning Imi Studios into a national market and strengthening its slow fashion value, the brand will need to take steps to be successful. Starting with using omnichannel, not only to improve customer shopping experience but also to educate customers when it comes to sustainability. This will inevitably strengthen the core value of the brand. As the biggest demographic is female (highly autotelic) the need to touch in a key factor to play when shopping on the website and connecting emotional branding by tapping into the lifestyle of the said customer (Peck and Childers,2003; Workman,2010; Wheeler,2018). Both the app and flagship store will help with repositioning Imi Studios into a national market and strengthening its slow fashion value, by having access to information regarding slow fashion and sustainability. They will also change the way customer shop and engage with the brand, whether by building a community on the app or with workshops. These factors will help Imi Studio go from a emerging market to a nation market.

Glossary

Value: A core value is the brand proposal and ultimate reason for its existence and the purchase decision.

Identity: This refers to both the visual identity and signals, plus the brand’s personality.

Product mix: The product mix is the product and its attributes

Branding: The multifunction process that affects the consumer experience with both highlighting products and experience.

Gymshark

Gymshark open its first store in London, Regen Street, this store was designed to attract its core customer base (millennial who have a love for fitness). The store had feature that a 'normal store' would not have including; fitness classes, space for podcasts, panel talks and screening. These factors made the store successful and being an experience not just somewhere to shop (Roberts, 2022)