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LUXURY BRAND CREATION - BLANCHE

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Information about LUXURY BRAND CREATION - BLANCHE
Marketing

Published on March 5, 2014

Author: marinescnd

Source: slideshare.net

Description

Blanche the basic, ethic & chic must-have!

- Conceptualise a new luxury brand
- Design its brand DNA (Golden Era, Personality, Iconic product)
- Creating the archetype, the stylistic positioning & the brand driver matrix.

Values: Singular, Timeless, Excellence, Confidence, Absolute, Essential.

Inspired by the 20's, we created a timeless brand & premium products to enhance each women body features & to celebrate their independence
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MARKET

SEGMENTATION Physiological Needs: Clothes Clothes: Underwears Underwears for Women Luxury Underwears for Women

TARGET •  •  •  •  Hyperactive women, confident & attractive High incomes Between 20-40yo Looking for high-end product & security

BRAND DNA •  Golden Era: 1920’s  

BRAND DNA •  Personality:  

BRAND DNA •  Iconic product:  

BRAND DNA •  Vision   Becoming the 1ST MUST-HAVE underwear for each women, all around the world

BRAND DNA •  Values:  

BRAND DNA •  Positioning  

4P Product: High quality, underwear Place: Own stores-Showroom Promotion: Word of mouth, showroom, point of sale, event Price: £200/250

ARCHETYPE TRUST

STYLISTIC POSITIONING Strength Statis Truth in materials Literalism

BRAND DRIVER

STRATEGY Londres Tokyo New York Moscou

STRATEGY Stocking Larger range of underwear Nightdress

THANKS

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