Brand Strategy: A sinful conceptual retail line and store By: Hillary Frazer

Concept

7 collections based off of the seven deadly sins. The brand will have one umbrella that has a central design focus and aesthetic yet 7 different sections inspired by each sin. The overall feeling will be dark, yet satirical in relation to how each sin is portrayed. The retail space will aspire to transport the customer to a fantastical world; in which they are connected to the collections and the brand itself.

7 Deadly Sins Depictions by Pieter Bruegel (1558)

Wrath Greed

Gluttony

Lust

Pride

Sloth

Envy

Customer Profile 1 Rosalie

Age: 23

Rosalie is a writer for W Magazine. She loves to travel, especially to France. She runs for exercise and eats healthfully. Her favorite activities are shopping, reading, and walking around the city to get inspiration for her next article.

What Rosalie Loves

Customer Profile 2 Sarah

Age: 19

Sarah is studying at University of the Arts in London. She is originally from New York City. Sarah is an aspiring stylist. She is an avid photographer who likes to document stylish looks she sees on the streets. She is also quite the foodie and enjoys Thai food.

What Sarah Loves

Customer Profile 3 Jessica

Age: 27

Jessica is working on jumpstarting her own fashion line. She lives in New York. Jessica is a shy edgy girl who likes to drink coffee while reading the latest novel. She also enjoys the thrill of finding unique clothing items to add to her wardrobe.

What Jessica Loves

Competitors

Elizabeth and James

Positives: Good designs, added detail

Negatives: No connection to a space, higher price point

All Saints

Positives: Industrial space, fun design concept

Negatives: Expensive for quality, not many locations

Competitors

Alexander Wang

Positives: contemporary/edgy design, modern store space

Negatives: dark/serious mood, no added value

Rag and Bone

Positives: Good design, one arching aesthetic

Negatives: lacking energy in store environment, overpriced

Brand Drivers !   Dark

!   Urban

!   Industrial

!   Satirical

!   Sinful

!   Sexy

!   Functional

!   Fun

!   Conceptual

!   Fresh

!   Stylish

!   Edgy

!   Industrial

!   Conceptual

!   Satirical

Industrial

Satirical

Conceptual

Name/Logo

Customer Journey Word of Mouth

Advertisement

Website

Store Visit

Purchase

Follow Up

Advertisement

Interior of Store

Dressing Rooms

Identity: Colors, Sounds, Smells Colors Sounds

Smells

Vanilla Sandalwood Rose essence

Hide and Seek- Imogen Heap Kiss with a Fist- Florence and the Machine Sleep- Azure Ray

Exterior of Store

Tags and Shopping Bags

Follow Up Letter

A sinful clothing store. What’s your vice?