“We are what we buy, so for some us fashion is a way to express identity” – Branding Story by Joseph Hancock, pg 3
My product is geared towards a male audience, between his late teens to his early thirties. It does not discriminate on race or profession; however, it does require a comfortable discretionary budget
Our consumer appeals to a casual luxury taste and lifestyle; he values independent thinking, and appreciates originality. He is normally viewed as a leader who understands that there is much more to life than just the status and social quo.
He bluntly expresses his ideas and does not censor his thoughts. Under this element of individualism, this customer relates and admires a brand that is not only pursuing sales but that it’s also attempting to ignite a new sense of awareness through this medium.
In theory, my brand is creating a fragmentation effect which in essence “describes the separation of similar, mass-oriented groupings into smaller, specialized product ranges” – Brand Story by Joseph Hancock, pg 21
Throughout the world of fashion, music, art, and history, there are individuals who portrait this characteristics and who we as a brand consider ambassadors of our vision. To name a few: Michio Kaku, Nikkolo Machiavelli, Zacharia Sitching, Plato, Rage Against the Machine, Lupe Fiasco, Tony Robbins, and many others.
To examine the customer identity of one of the greatest brands in the world of fashion, Dolce & Gabanna, we should perhaps begin by digging deeply in to their own consumer model. “Dolce & Gabanna believe their male target customer is a man who takes care of his appearance, is detailed oriented, and definitely a leader. He is the man who looks great whether he is in office attire or jeans and a t-shirt. He is a man who makes rules but is not governed by them. He is charismatic and charming. He is free to be an individual, which is what makes him successful” – Branding Story by Joseph Hancock, pg 58
No comments:
Post a Comment