Apparel Brand Development
AMM 499
In this Upper Division class we were able to group study at an advanced level of a selected well-defined topic or area not covered by a regularly offered course, specifically Brand Development. AMM 499 helped me in not only other classes but as well as my personal life as a consumer and my professional life. This class has taught me how to identify major developmental themes when looking at a brand/ company and paying attention to details and learn that they are a major structure of the industry.
Brand Development Project
We were instructed to develop a brand along with it's marketing tactics while making sure it can develop an experience for the consumer it was designed for. With my team of three we created our own lingerie and intimates brand specifically developed for to provide women with merchandise that is good for their body for our products would be made from organic cotton to insure proper breathability and promoting health benefits. Inés + Étienne's mission is to bring you a wide variety of quality products along with providing a “one of a kind” experience.
Our brand DNA Background was specifically designed to make sure our consumers knew what our brands sole intention was along with highlighting that "we strive to welcome anyone beyond the social standards and norms" as well as to be transparent to consumers that we already know our customers are confident and comfortable with themselves, so our sole aim is to make them feel as empowered as possible in their own skin while wearing our products.
Developing a set target market to narrow down our customer was developed to help assure we were focusing on the correct group and providing them with their lingerie and loungewear needs.
As a team we also developed our Brand Resonance Model, Customer Brand Equity, Brand Positioning Chart, Brand Mantra and our Brand Elements to make sure Inés + Étienne's brand stance was transparent and our brand strategies were tailored for our specific customer as well as making sure our brand was place accordingly to Inés + Étienne's competitors.
While we developed many strategies and models for Inés + Étienne the one I enjoyed the most was the marketing aspects. We developed a marketing plan to map out when we were going to use our social media platforms to target promotions or sales for peak seasons.
Our competitive analysis was developed to see what we liked of our development as a brand and what we can improve as compared to our competitors.
Being that Inés + Étienne would be a predominantly e-commerce business as a group we wanted to develop the experience of an actual website. I developed a working website so our classmates are able to go through the website read our mission statement, visit our landing page that are filled with actual designed products and a product page where they can see the product details such as size, fit, color, materials etc. In our presentation we wanted to include our moodboard filled with all the different inspirations that were included in the making of Inés + Étienne.
