Meeting - 01/10/2012
Marty and I sat down and went over the names I had come up with and picked out the ones we both liked the most but the more we played around with it the more it felt wrong and we realised that we needed to step back and address a few key things and approach this differently.
3 questions were raised.
1. What are we (as a business) about?
2. Who is our target audience/market?
3. How are we going to deliver?
Thinking about these 3 questions really gave us a focus as we didn't have a straight answer for them to begin with. After discussion, however, we began to develop answers which brought on new ideas.
WHAT ARE WE ABOUT?
We want to provide a sense of uniqueness in our label, to make the brand cool and desirable to generate interest in order to make a profit and sustain the business. We decided from the start to screen print all our own designs on to the shirts, this gave us the idea of producing short run/ limited edition clothing which would be sold on a 1st come 1st serve basis. Designs could be printed on request but would be charged slightly higher to cover the cost of the screens being exposed and we would bring in new designs periodically and hold votes on social networks to get the most popular designs printed.
The idea that we are hand making our products and distributing them in isolated events and methods makes it more of a personal adventure for he customer to get hold of them. Being so limited means that the people that will buy them will feel like they are wearing some more personal. Everyone is different and everyone is unique and we want them to feel that way when they wear our clothes.
WHO IS OUR TARGET AUDIENCE?
We don't have specific audience at the moment because it's difficult to define as we want to sell to a lot of people.
We have decided however that the age bracket would be 16-28 year olds maybe even younger and old but we're not making it too broad for now.
Some specific audiences could be attendees of the fashion events, print fairs and pop up shops that we will be getting involved with to promote the label and selling at. ALongside this there is our own age group and the student population of Leeds that we will target through social networks.
HOW ARE WE GOIGN TO DELIVER?
The ultimate aim is to have an online shop and website where a wide range of customers can access the merchandise and find out about the label across the country. But that too be addressed at a later date.
For now we are going to selling our shirts at pop up shops, print fairs and any other possible fashion events.
We will be collaborating to produce a Look book to give out at the same events. This will also have a digital version like and E-zine so people can view it online.
The use of the social networks is crucial for our promotional strategy. Using Twitter feeds, Facebook pages and Instagram photo app we can create and online buzz and following that we can then communicate to about any new designs.
Some preliminary ideas for promoting the label and spreading the word.
- social competitions - getting followers to share images or there favourite designs for our Facebook page, the most impressive or outstanding share will get a free print of that design. This aims to get people to put images of our shirts on their Facebook timelines so their friends can see and they might find our page and share more images.
- discounts - the first set of printed shirts will be at a discounted price and any reprints or 2nd editions will be price slightly higher to cover the cost of the screens. Prices could go down the more garments the customer buys. And if they bring back a tote bag when they make their next purchase thy could receive a discount on their purchase.
- free give aways - as well as the look book, we have the scope and funding to print Tote bags and artworks of the designs to give away. The bags could even be sold separately or they could be bespoke carrier bags given out for free with every purchase.
Answering these questions was a really big leap forward for us and we can now go away and rethink the name with this information driving the concept of our brand and identity.
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