Branding is one of the most important aspects of business consideration irrespective of sector or product (Davies & Ward, 2005). Therefore it is key to create a strong brand growth strategy which has a focus on branding in order to support the success of the new bridalwear line.
New Brand Goals & Objectives
- Implement a re-branding strategy for the new bridalwear brand, GRACE
- Create a 3D in-store simulation of the GRACE store considering appropriate VM.
- Obtain increased profit and market share by entering a new market.
- Design a 3D store floor plan using SketchUp which delivers the new brand values.
- Design new in-store POS materials to aid the consumer in-store experience.
- Implement a new logo.
New Brand Positioning
GRACE will position itself against the competitors; Whistles, BHLDN, Needle and Thread, Self-Portrait. These brands have similar price points to that which &OS will market their range at, as well as being considered a step above the lower competitors (ASOS and Topshop)
Directional competitors include: Elie Saab, Viktor & Rolf Mariage, Inbal Dror due to their feminine style, high quality pieces, and similar brand persona of modern, confident and classic women dressing for themselves and not for the trends. Inspiration can be taken from these brands from an aspirational point of view.
GRACE will be marketing to in mainly focused on the older end of their current demographic of females aged 25-35, however this may extend to 40 subsequent to research dictating that the average age for women to get married is 34 (ONS, 2011). It is important to understand that the bridal business cannot depend on repeat customers (Corrado, 2002) and must therefore create enough custom from multiple customers to enable its financial viability.
The consumer is in a stable relationship and is ready to take the next step, she and her partner have financially viable careers to support a wedding and life together but in the current climate, they have a risk adverse attitude and have therefore decided a suitable budget to encompass the total wedding cost. Consequently, the bride is looking for an affordable outfit but does not wish to compromise on quality or style. Much like the &OS consumer, she takes pride in her appearance and prefers to find a dress that suits her personality and sense of style more than fit in with the latest trend. Classicism and traditional hints of femininity call to her, and she enjoys shopping as an experience as opposed to a chore.
Elegant; casual beauty; painstakingly detailed; confident, sophisticated and feminine; emotive shopper.
Sentimental product of high quality; affordable price; timeless style; unique and emotionally connected customer experience; happy, confident and romantic; dresses which show off the bride – not the other way around.
High quality; satisfaction; elegant; romantic; classic; relaxed; graceful.
Inspiring; large emphasis on emotional connections between consumer and product; relaxed and comfortable experience; extra special CRM due to importance of product and occasion.
Brand Product Mix
The range will reflect the core brand values and include a small selection of dresses and two piece products, jewellery, cosmetics and footwear will be incorporated throughout the range to continue the brand’s underlying theme of creating a cohesive shopping environment. The width of the collection will start relatively small (between 8-10 apparel pieces) so as to trial the new bridal wear concept.
- Classic with a modern twist
- Understated elegance
- Organic – nature/plants
Communication Strategy: Choice & Justification of Promotion & Communication Channels to Implement Branding Strategy.
The new bridal wear range will be implemented as a moving pop-up shop, which will utilise renting empty buildings/stores rather than constructing an indoor space. The pop-up will be advertised online and on social media and in any surrounding stores, and will travel across all major cities in the UK. The future plan being to complete a European tour and eventually set up a permanent brick and mortar store.
A pop-up shop is most appropriate for this new business venture due to its portability and ability to reach a large amount of consumers, which will enable a thorough analysis of the success of the new line. The small product range enables easy transportation across the UK and by utilising existing indoor space, time and money is saved on creating and building a temporary structure. The pop-up space will tour the UK in the most appropriate consumer destinations throughout the months December – June, this time frame has been calculated to be the most profitable with reference to the peak wedding season.
Social media and online channels are the best platforms to communicate and promote GRACE as the target market (belonging to Generation Y) are extensive users of the internet (Kumar & Lim, 2008). The current &OS online platforms can be used as they already have consumer followings, it is also a cost effective solution to targeting a vast amount of consumers.
Corrado, M. (2002). Teaching Wedding Rules, Journal of Contemporary Ethonography. 31(1), 33–67. (Online). Available at: http://journals.sagepub.com/doi/abs/10.1177/0891241602031001002 (Accessed: 16 February 2017).
Davies, B. J., & Ward, P. (2005). Exploring the connections between visual merchandising and retail branding: An application of facet theory. International Journal of Retail & Distribution Management, 33(7), 505–513. (Online). Available at: https://doi.org/10.1108/09590550510605578 (Accessed: 11 February 2017).
Kapferer, J.N. (2012). The new strategic brand management: Advanced insights & strategic thinking. (Online). Available at: https://books.google.co.uk/books?hl=en&lr=&id=JnK8pRjSGZUC&oi=fnd&pg=PR5&dq=brand+identity+prism+kapferer&ots=BWbfH5dcI1&sig=kMQ9GQjP7X1_cYfE2_z9DiZ_fBE#v=onepage&q=prism&f=false (Accessed: 10 February 2017).
ONS. (2011) Marriage summary statistics (provisional).(Online). Available athttps://www.ons.gov.uk/peoplepopulationandcommunity/birthsdeathsandmarriages/marriagecohabitationandcivilpartnerships/datasets/marriagesummarystatisticsprovisional (Accessed: 9 February 2017).