Rare Branding Brief
Sustainability - Branding brief
BRANDING | FEBRUARY 2022
Table of contents
03
02
Brand positioning
About us
Target Audience
Brand statement
Positioning
Brand values
Competitor & SWOT analysis
Marketing Strategy
04
Brand USP
Marketing strategy
Key differentiator
Method of marketing
Social impact
Channels of marketing
Conclusion
Branding Brief
01
Brand Essence
Rare
Contents
"Comfort w/ style"
01 Brand
Essence.
Rare
Who are we? Our timeless pieces can be paired with almost anything in your wardrobe. Rare is an E-commerce only private fashion label with a D2C channel of distribution and communication. Rare is a vertically integrated brand with 80% of its operations carried digitally, online.
Brand Essence
We are a Mono-fashion brand that designs, produces and creates sustainable fashion garments in-house with the motive of always standing out from our competitors by being unique and different. The brand offers a wide range of colour choices with a limited product mix and apparel designs for men, women and kids.
Branding Brief
Rare is India's new sustainable fashion brand that offers wardrobe fashion essentials for every family's needs.
Rare
Mission
Brand Essence
Our mission is to make sustainable fashion accessible for everyone by keeping prices affordable and providing quality basics that become a wardrobe staple while constantly improving the sustainable aspect of the product and its supply chain.
01
Vision
Aspiration
Our vision is to develop a sustainable fashion brand that is exclusively available online and has a clear identity with the best online shopping experience which will be expanded both domestically and internationally.
02
We aspire to create and design clothes that fit the needs, wants and expectations of our customers who aspire to have fun, be successful and stylish.
03
Branding Brief
Brand statement
Slow but steady
Achieve global domination through international design aesthetics and quality.
Focus on reducing excessive consumption and production more specifically.
Ethical & Sustainable
Positive & Spirited
We strive to create ethically sourced and produced products.
To actively project comfort and happiness through product experience as well as customer service.
Inclusive
Competitive
Create real, inclusive and gender-neutral products for the diversified customer base.
Thinking out of the box and being creative to seize opportunities for growth.
Branding Brief
Rare Branding Essence
Brand values
International
" A Clothing brand for GEN Z & Y "
02 Brand
Positioning.
The target market is composed of men and women, 16-45 years of age, with mid-range incomes, residing in the metropolitan, urban and suburban areas. These customers are either shopping for themselves or for their children.
Their biggest fashion inspiration sources are friends, social media, window shopping, magazines and fashion blogs. They have a casual, classic style to start with, but mixes it up with streetwear, athleisure/sporty. Most of all, they want to feel comfortable, confident and fashionable.
DEMOGRAPHICS
PSYCHOGRAPHICS
Age 16-45 years Gender
Men, Women & Non-binary Lifestyle
Social & Active Median household Income
₹25k and Above
Type of shopper
Omni-channel shopper Brand Hopper
Tends to shop in a variety of brands, loves to experiment in terms of clothing and is Inclined towards offers and discounts Characteristics
Tech-savvy, likes music, movies and sports. Fashion-forward and trend-conscious. Highly interactive in social media platforms
Rare Branding Brief
TARGET AUDIENCE
Rare is a vertically integrated brand. Rare positions itself as a brand to inspire and aspire teenagers and adults to discover their fashion fit and style. While catering to their budgetary constraints, Rare aims to provide valuable sustainable fashion products at affordable price points.
Rare High quality & quantity
Branding Brief
Rare Branding Brief Brand Positioning
COMPETITIVE POSITION MAPPING Low price
High price
Low quality & quantity
Rare
Competitor analysis Today,
the
Indian
Fashion
industry
is
dominated by brands across the world
Branding Brief
through wholesale and retail stores as well as E-commerce brands. We have to fight our place as a mono-brand in between brands with an aggregator business model such as lifestyle, myntra etc.. and brands such as zudio,
westside etc.. in terms of quality,
pricing and wide product mix.
But, there are also other value-added advantages of being a mono-brand that is vertically integrated in terms of Brand Positioning
How to have an edge How to tackle our over our competitors? competitors? - Timeliness of fashion trends/Trend adaptability - Breadth of merchandise/Size of line - Brand recognition
Chipping away customers from bigger mainstream brands by providing guaranteed quality and exceptional service to the customers.
- Pricing
manufacturing, distribution and
- Quality
marketing. This lets us be progressive
- Overall shopping experience and customer
thinkers, trendsetters and experimental.
service
Customers are constantly on a hunt for the best products at the lowest prices. Therefore, we ought to be highly innovative in obtaining and retaining customers.
Rare
- Sustainable fashion revolution - Global/ International market expansion - Growth in e-commerce sector - Growing demand for basic wear in Indian market
cycle - High quality products - International design aesthetics - D2C distribution and communication model - Sustainable approach
SWOT ANALYSIS
Brand Positioning
THREAT
- Unrestricted entry to the market - Celebrity endorsements of competitive brands - Economic market trends - Sustained brand image
- Limited product mix WEAKNESS
- Short product development STRENGTH
Branding Brief
OPPORTUNITY
- High production costs - Limited tangible exposure to customers
"Hybrid & Inter-changeable marketing strategy for our D2C brand"
03 Marketing
Strategy.
Rare
Marketing OBJECTIVES
"Brand image must increase Brand sales"
To increase brand awareness and it's
To improve online reputation i.e, influencers,
value.
user generated content and interactive
Increase in sales and traffic to our website.
To Improve brand reputation amongst our target audience.
campaigns
Community building & Digital nativity. Brand Communication
To have an emotional connection
To build an online community.
Enabling the brand to become the number one choice in the fashion category.
and extended brand intimacy with customers Focus and emphasis on sustainability
To change customers into followers and
and Social consciousness.
brand loyal consumers.
Implementing pull strategy.
Branding Brief
Brand Awareness & Positive Image.
Digital Marketing
Social marketing
Traditional marketing
This is the primary and major
Social marketing methods are
These marketing techniques
source of marketing techniques
adopted to create a personal
involve establishing a brand
adopted by the brand. Digital
touch to the overall brand
image among industries like Print
marketing here involves social
experience. These methods
media, broadcast, mass media
media marketing, SEO and
involve promotional activities,
etc. This field requires quite the
ranking, SEM and other
new product launches through
expertise and quality in the
marketing techniques.
memorable experiences or
output.
Brand communication
promotional events.
Rare Branding Brief
Method of Marketing
"Inter-changeable online presence in the real world"
Beuaray Corp.
MARKETING CHANNELS Since we are an E-commerce Fashion brand that is vertically integrated, the main marketing channel will be through social media and the main change is to bring out the emotional connection amongst our customers and followers through emotional branding, promoting user-generated content and creating a community of loyal customer base. This emotional connectivity must not only help us increase sales but also motivate our customers to experience the clean, slow,
Our Brand Logo
sustainable and ethical approach to living life for a better tomorrow.
Digital Marketing channels: SOCIAL
SEARCH
CONTENT
OTHERS
- Search engine optimisation
- Website blogs and
- Podcast marketing
- Google ads
newsletter
- OTT marketing
- Youtube
- Keyword utilisation
- Review marketing (Quora)
- E-mail marketing
- Snapchat
- Link building Hyperlinks from
- offline campaigns
trustworthy sites
- influencer marketing
- Linked in
"Translating the online experience into a tangible one"
03 Brand Unique
Selling Proposition.
Rare creates sustainable fashion garments in-house with the motive of always standing out from our competitors by being unique and different. We offer:
Brand USP
- Sustainable Fashion at a great value. - Attractive campaigns - Limited styles in a wide colour range. - Recycled Virgin cotton - Durable, comfortable and Long-lasting clothes. Since we are a mono-fashion brand, we always have the adaptability to produce the latest fashion trends by retaining and creating products consciously that have a higher purchase frequency.
Rare Branding Brief
Key differentiator
"Rare is a call to return to simplicity in daily life"
Rare
SOCIAL impact In 2020 an estimated 18.6 million tonnes of clothing will end up in a landfill. But our world already constitutes to around 150 million tonnes of fashion waste. Our primary goal is to ensure that our customers do not pay for what they cannot
Branding Brief
use, we hope that our products will be a compass that will always point towards the necessities of life by widening our product life cycle.
Diversity. Inclusion. Representation. Sustainability. Community. Ethical supply chain.
"It's time to give back to the environment." Brand USP
Emphasis on recycling, avoiding waste in production and packaging.
Rare
Conclusion Rare anticipates to inspire and bring out a positive change for the brand, planet and most importantly our customers to experience good, comfortable and stylish sustainable fashion which are
We want to take over the existing competition over other fast fashion brands and present an alternative option for our customers to become our loyal supporters.
Brand voice and Comunication + Tone: - Addressing important environmental issues and the sustainability movement. - Educational and slightly humorous appeal
Conclusion
- Positive and Progressive + Advertising medium: Outdoor marketing, Print media marketing, Social network marketing and digital marketing.
Branding Brief
affordable and ethically made.