And the end is nigh!

Handing in tomorrow... and here is the finished product!!!!!!!!!!

DE.NIME Gallery-Happy Customers!

And one for the oldies!

Childrens Wear?

DE.NIME positiong amoungst competitors

The above graph shows my brand and its positioning amongst its competitors, according to two different sets of measurements, the x axis shows the brand values and the methodology they go by when making jeans, as you can see companies such as wrangler hold on to traditional values and production methods for their jeans whereas companies such as G-star and Miss sixty are more prone to change their methodology and values to advance and develop as technology does. The graph shows that although there are some companies that are innovative none are fully comitted to that way of producing their jeans, unlike DE.NIME. The y axis shows pricing and image of the jeans, value being cheap and more throw away and luxury being expensive and more exclusive, seeing as the denim industry is based in brands unlike other areas of fashion, the majority of people are more likely to buy brand name jeans and quality rather that throw away. the graph demostrates however that most of the popular brands are expensive and the market has a gap for more mid range priced jeans. DE.NIME aims to fill this space with one of pair of our jeans costing £47.

Ok so now its really done I think... :)

Brand Layers

Based on this model I am going to demonstrate the different elements that will make up my brand equity.

Product: Wash and Wear jeans

Basic Brand:

- Name= DE.NIME

- Quality= High quality technologically advanced jeans

- Logo: DE.NIME
The colour and type of the brand are to illustrate the sterile and blank canvas message we want to potray, The target market needs to feel as if the jeans are a basis on which to work on and style themselves, they respond to individual and non branded garments, my brand must be able to give them the basis to do this with the DE.NIME jeans. Much like a laptop becomes a reflection of its ownwer thats what our jeans aim to do, The scientific theme also adds to the intelligent and innovative side as well as the sterile and anonymous side, the jeans are just a chemical rection, until bought and owned by the customer who will then bring them to life!

-Design= Jean design is determined by the customer although there are a set 9 styles for them to choose from, the brand has the potential to develop new styles into that set as fashion and trends evolve and change. The un-washed jeans come in a biodegradable ball which dissolves in water.

- Features= washing program determines the fit and style, they are made to measure jeans "made by you"

- Pack (image hasn't been designed yet) but a descriptions is... ball and graphic t-shirt (also a small set of written paper instructions) all in a bag/sack similar to washing detergent packaging

Argumental Brand:

-Extras- website and appearences at clubs, festivals and exhibitions

-Services- trained staff at consessions with a full knowledge of product, and headoffice with a 'helpline'

-Delivery= bought at concessions in selected stores,
1-Urban Outfitters
2-Rokit
3-Beyond Retro
4-Vintage for sale,
(these shops have been chosen due to their popularity with the target market, they are also not normal high-street chain stores they encourage individuality, and often stock vintage or reconstructed clothing)
They will also be available to buy from the brands website, this will be a main channel of sales due to the target customer being keen online shoppers B&E type profiles (Taken from Etype Profiles)

- Technical Suport- Headoffce, Staff, Website

-Training= All staff associated with the product will be trained to have a stong knowledge and background in the product, each member will be encouraged to have and test out their own so they can share experiences with customers rather than textbook answers.

Competitors

Now that my brand has a defined image, message and overall theme, I now have to start looking at competitors, although there are no other clothes/jeans on the market that you wash in order to make them or customize them, there are hundreds of denim brands which ultimately will be competing with my brand.



For example Acne jeans,is young fresh and new. Their approach to selling denim is muted yet they have a strong message and image. Their pricing is high however quality is a guarantee. (which reminds me I have to look at the pricing of DE.NIME's-my idea so far is that they will be approx from £30-70 quite a large bracket I know but my research into jean pricing still continues...)another brand to look at is Diesel





having worked at Diesel in the past I know their marketing message and image well, they have also used a similar approach to advertising with kitsch themes. I like the idea that their advertising changes season to season yet their core brand image remains the same they are able to target new target market segments without altering their actual image too much.
Cheap Monday



is also a brand I have been researching as they are on the lower end of the pricing scale and sell through concessions and other stores e.g Urban Outfitters which is something that I am considering for my brand, their jeans are quirky and come in all shapes and sizes, although quality is not their main value, fast fashion trends and throw away clothing is. this is something that I do not which to associate with my brand and therefore should most probably think about higher pricing (I do have to be careful as not to give my brand too exclusive a feel otherwise it will contradict the advertising plan I have). All the given brand examples, target my chosen customer, apart from Diesel who also target slightly older more well off people, and have since the 70's been quite an iconic gay brand. All the brands have different approach to reaching my customer which I will look at closer and develop a brief company profile for each brand in order to help me communicate mine.

Ta daaaaaa

Soooo my advert is done, will tweek and change some things might make each shot slightly longer have to test it on my target audience first and will change according to their reactions.

My Actors

Graphic T-Shirt: Part of marketing mix, will be handed out like leaflets at concerts, festivals, and exhibitions that, and other occasions and events my target market will attend. The T-shirt is also going to come with a pair of DE.NIME jeans as it is a graphic representation of the washing instructions. This t-shirt will work well with the target market as it is not branded directly. Hevily branded clothes is a no, when looking to target individual and creative dressers, labels and names are something they rebel against, therefore de.nime products will be clever rather than having the name slapped on de.nime will use creative ways encooperating cultural interests of the target market such as Graphic design or Illustration.

Setting the Scene

So here is the final scene, will be taking pictures of the actors later today to the place them in the scene, and take pictures of them at each stage once all the stills are put together I should have a moving film!