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1. T h 2. D e Aim esig 3. C ners u Ins 4. B rrent Coll ight rand 5. B ecti nam r o 6. B and es e & rti n s r onal 7. B and vi ence e sion rand 8. C per u 9. P rrent sonalit c o y 10. tentia onsumer l M 11. arketi consum ng C Bran e 12. ommu r d pr B n 13. rand P omotiom icatio romo n St Bran 14. tion rate d Pr B gy 15. rand P omotion | busi romt n Onli ess | le 16. i n Soci e Plat on | sw tter h cards 17. f eads a ing Camp l Medi orm t a g 18. a | s aign C Twit 19. ompeti ter t F | fa 20. uture ion cebo R T ok|p 21. imelin ecomend inte e Expe atio rest ndit ns ure

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harriet haynes young


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The aim The aim of this brand DNA document is to convey the designer and their brand in terms of who they are as a designer and what the essence of their brand is and how it is reflected through their products. A brand name and logo will be identified with consideration of product properties, current target consumer and potential consumers. Understanding of the brand and name should underpin the marketing objectives and communication strategies created to increase brand awareness and product knowledge to a wider audience in the hope of making the brand sit comfortably yet individually within the fashion industry.

1

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Designers Insight The chosen designer Harriet- Haynes Young is a newly graduated Textiles and Design student from Winchester Art College, specialising in knitwear. She has now established herself as a knitwear designer with her new 2012 collection of unisex scarves that is to be expanded into a female clothing range. She previously has a joint collection called ‘The collar worker’ which featured ethical fashion accessory and garment collaborations, made from organic fair trade cotton, bamboo and silk. This brand had a handmade kitsch feel which is something the new Knitwear collection isn’t. The reasons for this choice of designer is purely due to the fact that with a consistent design, colour palette and future hopes along with an idea of what isn’t wanted by the designer, the brand and its formation is free to interpretation for the individual writing the DNA document. With the designs being unique and not follows trends there is an individual flare to the collection that makes them exclusive and luxurious.

another feature harriet haynes young


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Current collection The current collection features extra wide knitted scarves that can be worn by both men and women. The collection of scarves are unique with no two scarves the same, making the collection very exclusive. With limited funds to start her collection she chose to make scarves, a simple garment, with focus on the attention for detail. Starting off a new collection Harriet wanted to exploit the property of the fabric she was using, which is mostly Cashmere, Moreno wool & lambs wool; soft in touch & high in quality. “ The way to make the more interesting things is to go big�. This is the reason for Harriet creating wide scarves The enjoyment of knitting The scarves them selves whilst currently appealing to consumers around the age of 40, was originally targeting a fashion conscious individual with a unique flare to create and manipulate the scarf in different ways, making it more wearable and universal to both men and women, for different occasions, and varied seasons. The scarves were designed to portray an urban look, a statement piece to finish off an outfit. This idea is to be conveyed in the essence of the brand.

another another feature feature

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another feature harriet haynes young


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br

an

d

na

me

After much thought and brainstorming (see appendix 1), the brand name ‘Another Feature’ was considered for its unisex outlook on clothing in addition to the fact it can be refereeing to the knitwear collection having more features than one. Knitwear can be used for almost anything and this name covers it all. It also isn’t knitwear based so if the brand was to move to other fabrics the name still fits. •Another Feature | For both Men and women •Another Feature | versatile •Another feature | Worn in all seasons

another feature

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brand essence

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Brand Vision We believe in making high quality garments with attention to the detailing of the product to ensure maximum wear. We believe that each unique item has universal purposes and can be worn through out each season in a variety of ways, making it versatile in many ways. We believe that our products should be at a good value and fairly priced for the way it has been manufactured and use of luxury materials. Currently each garment in hand made and this is reflected in the brand. We believe the brand is honest and true to itself. Each product is carefully made to suit the consumer individually. We believe the product is environmentally able with the recycling of factory stock used to make garments.

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another feature harriet haynes young


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Brand personality

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current consumer

Currently Harriet Hayne’s A/W knitwear collection targets the older consumers around the age of 40 who are mostly women. This consumer has a high disposable income and would be happy to spend more money on a long lasting scarf with multiple uses. As the collection mostly sells at craft fairs, the consumers are going to the fair in the hope of purchasing something making them easier to target. This consumer would have more time and therefore could be told about the benefits of the product in addition to its washing instructions and manufacturing process, emotionally persuading the consumer to purchase.

another feature harriet haynes young


potential consumer

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With the help of a stronger Brand and personality in addition to a solid marketing communication strategy the collection could be exposed to a wider audience of a younger age, around 18 to 27. The consumer that is to be targeted is fashion conscious and aware of what is on the catwalk however likes to remain simple and unique. They have a very sophisticated and well-put together look making them fit into a more urban and militant dress sense. Both the men and women like to look smart yet casual and purchasing an item from the collection loosens up and gives colour to their look.

another feature harriet haynes young


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another feature harriet haynes young


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marketing communication straegy


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brand Promotion

In order to promote the brand and make it more professional and accessible, a series of business card designs have been drawn up. All of which clearly display the brand name, website and contact details. In addition to this, a letterhead template and complimentary slips have been created in order to provide a personal thank you each purchaser. Website

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Brand promotion | buisiness cards

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Brand promotion|letter heads & Complimentry slips

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brand promotion|swing tags

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social media | Pinterest

As a form of low costing advertising, the use of social media sites Facebook, Twitter and newly grown Pinterest can keep consumers updated with the brand in terms of new collections, fashion shoots and events. These methods allow constant and immediate communication with consumers.

another feature harriet haynes young

The idea is to build a community with the brand and its personality though the use of music, videos, and images. This can be done though the creation of a blog or Pinterest account, giving the brand a stronger presence online where consumers spend most their time.


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Online Platform

A newly developed website based on the brand and its personality can be used as a simple method to inform and direct people to the brand. Here, an easily accessible online store can be created to directly purchase products. Although the management of this could be costly, the long-term benefits allow it to fit in with other competitors. Within the website an online look book could be created allowing consumers to visualise the real product in addition to making the brand seem more desirable.

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Campaign Idea|More ways than one A new campaign idea running across of forms of media including the official website, social media sites, and Postcards as POS will help build the brand a stronger more prominent image. Therefore campaigns will be based around the Strap line ‘ More ways than one’. This plays on the idea of the scarves being versatile and being

another feature harriet haynes young

worn in different ways by both men and women. The campaigns will feature the scarves being used in ‘more ways than one’ for who, how and when (both men and women, worn in different ways for each outfit and at different times of the year) to show just how beneficial the product can be for the consumer.


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Competition | The film project

The idea of a competition for the new consumer base has been created allowing applicants to send in a fashion video of up to three minutes showcasing the collection in a creative and innovative way. This will benefit those entering the competition to formally present their ability in addition to creating a viral campaign and social hype and placing the brand in the same leauge as any other fashion brand.

another feature harriet haynes young

By having an event for the winner and to present the film, media attention will be created in addition to increase awareness amonst potentional consumers.


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Product

Future recommendations

In terms of products, in addition to scarves, headwear could be created in a similar way based on the colours and manufacturing of the current collection. For example warmer headbands, earmuffs, arm warmers. Helping to up sell matching items together therefore increasing sales. Whist the brand being focused on knitwear, mainly worn in the winter, some lighter summer clothing garments such as loose knit vests, or crop tops may be a idea to maintain sales at a less profitable area.

Place One the brand has become more established, it should be considered weather venturing into small boutiques or an individual shop would be a good idea. Secondly, in addition to the current craft fairs, places for the new consumer such as the clothes show in Birmingham could be considered.

Promotion One a stable website, blog, & face book page has been created, these must be updated with any new collection through the use of photo shoot images and campaigns therefore it is important to consistently think of campaign ideas to go with the launch of a new product or collection.

another feature harriet haynes young


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another another feature feature

harriet harriet haynes haynes young young


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Total expenditure ITEM

QUANTITY

TOTAL COST

luxury business cards

250

£45 ( or <)

www.solopress.com

complimentary slips

250

£35.59

John E wright Nottingham

swing tags

250

£64.53(+p&P)

www.plaintalkprint.com

website

£500

personal contact

Facebook Page

FREE

Twitter

FREE

Pinterest

FREE

Tumblr

FREE

Fashion Film competition event Clothes show live campaign photoshoot

200 guests & a sponsor Floor space

£200

£325.00 per square metre +VAT with known pho- £150 tograhper for prints

estimate 222.clothesshowlive.com personal contact

= £820.12

another feature harriet haynes young


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Appendix 1

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another feature harriet haynes young

Another Feature  

Brand book created for Harriett-Haynes Young, new knitwear designer.

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