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For this group project, students will select a fashion brand to study. Using secondary references (minimum of four library articles and reports) trace the brand?s history, and development of the company and brand, analyze its competitive position, and suggest ways to better position the brand in the future.
You will develop a 15-20 minute PowerPoint presentation about your fashion brand. You also are required to have a reference list and appropriately cite the sources in your PowerPoint presentation. Your reference list and final presentation must be uploaded on TRACS in order to receive credit for this assignment.
The information required for this Fashion Brand Case Study is listed below.
1. History of fashion brand (its development over the years, including brand extension, and people involved)
2. Current analysis of the fashion brand such as company size, financial measures and status, growth rate and plans, and product life cycle etc.
3. Brand identity, including
3.1. Class of brand
3.2. Class of products
3.3. Brand image/equity
3.4. Company or product image
3.5. Brand attributes
3.6. Logo
3.7. Colors/Aesthetics
3.8. Sound/motion
3.9. Appeal
4. Target Market for core brand and any extensions developed by the brand
4.1.Demographics
4.2.Psychographics
4.3.Lifestyles and values
4.4.Buying behavior
5. Describe the brand experience
5.1. Utilitarian
5.2. Symbolic meaning
5.3. Experiential
6. Brand strategy
6.1. Positioning
6.2. Product line/Merchandise
6.3. Differential advantage
6.4. Pricing
6.5. Place sold
6.6. Promotions of the brand such as events and sponsorships
6.7. Advertising
6.8. Public relations
6.9. Retail facilities and merchandise display
6.10. Personal selling and customer services, etc
7. Evaluate the brand?s magazine and websites to how they support the brand?s image and reach their target market
8. Brand?s competitive environment
8.1. Market share
8.2. Major competitors
8.3. Advantages & disadvantages; strengths & weaknesses, opportunities & threats
9. Analysis of what the brand can do to better position itself for the future.
10. References
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