Marketing and Promotion Plan

 Our Brand:

Attributes: We create high quality leather good products, from footwear to bags and belts. There will be an option for each item to be customized for our customer. Our purpose is to create a simple, purposeful aesthetic with superior construction and smart design.

Benefits: Our small, limited edition batches feature individual attributes not available for mass production. Out leather is of the highest quality available allowing each pair of boots as well as each bags and other goods to have there own unique character.

Values: The brand brings a guarantee and trust that caters to an informed and mindful fashion client who loves the personalized customer experience and innovative and fashionable new trends, in footwear, accessories, and product line. Our goods are crafted not produced; we value the traditions of legacy.

Personality: Our Young male entrepreneur is self-sufficient and successful I his career field but loves fashion. He appreciates the art of well-crafted

Business Model:

Customer: A personalized customer for a personalized experience. Our customer allows us to make our successes theirs as well.

Store: Its not just a place to shop it is an experience and an atmosphere that is parallel to the experience one gains when shopping with us.

Design/Product: Our goods are crafted not produced and we value traditions. We create high quality leather good products; each product line can be customized for specific customer. We create a personalized and memorable experience at Anthony Moore. Our products have meaning and impact on life.

Logistics: Our products are crafted along with our services. We guarantee our product to be of the highest quality and so is our distribution. We cater to the loyalty of our customers, a loyalty that is never lost. Our postal services allow customers to directly consult over products with expert personal shoppers.

Team: Our Team combines passion, care, creativity, dedication and expertise to Anthony Moore. Our team is more than just a workroom or group of business partners, there is a camaraderie that is unbreakable. Our workspace is integrated, open, this allows constant input and an open line of communication. We are a small team made up of hardworking, devoted and dedicated individuals that make our family run.

Product development:

Challenges: Existing customer reactions, Design challenges, Market entry barriers

Opportunities: Crafted design, Increase brand value, identifying the need for the product in the market

Our Customer Behavior Analysis:

Interest: The world around us, appreciation for life and what is has to offer in its natural state, means of self-expression.

Involvement: Our customer finds a meaning in our product. A meaning that caters to value through personal, economic, work ethic and quality of hard work.

Behavior: A man who feels gratifications through the small things in life yet appreciates the quality within the bigger picture. Our customer is not afraid of the investment but accepts and embraces the quality of craftsmanship.

Why are we DIFFERENT:

Strengths: Brand awareness, Brand loyalty, unique and expanding to a much larger population segment.

Weaknesses: new in market, more experienced competitors, lack of e-commerce

Market and Consumer RESEARCH:

General Objective: We, Anthony Moore, aim at maximizing return on investments, through planning sales and inventory in order to increase profitability. Our limited edition products are unique. We will increase profitability by maximizing sales potential and minimizing loses.

Specific Objectives: We plan to strategically segment the market while visualizing the impact of our new line and integration of our customers input on our development. Our strategically plan integrates the new line and divergent lines within our existing business model of Anthony Moore. We use core competencies and reinforce our brand values with new and innovative twists.

 Anthony Moore for every man:

Main segment: limited-edition batches of footwear and handbags

Demographics: Our man: Age median 47, A younger demographic than established neighborhoods, two focus groups within: power couples, and corporate climbers.

Psychographics: Our man is a informed and mindful fashion client who loves the personalized customer experience and innovative and fashionable new legacy of are crafted products.

Benefits: A product that will last a lifetime

Divergent: For Fall/Winter 2013 we focus on “men of Distinction”

Promotion Strategy:

-Events will have social nights out, music, drinks, and appetizers. We want our atmosphere to be warm and welcoming yet calm and relaxing. Events may include band nights, whiskey tasting, fashion shows, new season promotions etc.

-Factory Pack- free gifts/promotional items for customer may include; soap, pen. Holidays we will send surprise gift bags with promotional items. LOGO EVERYTHING

- Survey our customer, then leverage our knowledge to cater to there interests

-Maintain our relationship with our clients a personable experience

-Read current newspaper and magazines and comment on the articles not disclosing or promoting our business, it creates a personable relationship

PR

-The use of direct mail and ads in magazines such ad Architects Digest, GQ, Esquire, FHM etc.

-Sending postcard monthly instead of newsletter. The cost is lower only .46 cents with stamp. Who sends postcards these days, WE DO!

- We will also send our look book and or magazine to Architects Digest readers or law or business firms that fit into our target market. We target the firms.

 DISPLAY

-    Our presentation of merchandise, unique storefront and presence

-    Our brand is unique so our store has to be as well. An outsized display of props “land of Giants” installation pieces will be scene in our window displays. We will also go “back to old school” or a nostalgic concept with a very sophisticated contemporary twist. A use of out sized cotton reels with woven cable or rope reels with a hinge hanging or cotton threading a needle

-    In store signage will be resembling our unique packaging and bagging

Social Publicity

-    Our goal is to always network, we will ask our most powerful, most influential and or business associate to introduce us to five people they think we should meet.

-    NETWORK our networks, we will tell friends to tell friends

-    We will maintain a relationship with media contacts

-    We will promote with our companies who target our same or similar target customer. We will be able to afford better prizes and or give-a-ways. This will also put us in the competition market to unknown clients.

-We will have an online website that will post and keep our clients up to date with special events and news

- We will have a blog attached to our website. Here we will tell memorable stories giving specific and practical examples engaging the customer.

- Our stories and blogs will be transparent, our story and aesthetic for Anthony Moore will be clearly visible

- We will also engage by having compelling videos that explain our product and service, helping to promote our image.

It has been a couple days, My apologize but I am updating you now! So far the process for the Anthony Moore has been going great. Anthony Moore has really taken on the means of its collection a main line consisting of footwear and bags and a divergent “man of distinction” line for accessories and mens product line. Here is some more process work that aids in the final product.

light overview of brandcompetition informationcompetitionmood/personaWebsite and beginning of marketing and promotion plan

fabric/color board

 Marketing and promotion plan detail

More is to be continued. I apologize for the quality of the image these are quick pictures of my process book for our final. On a brighter note, the photo shoot will be on wednesday! You will not be able to see pictures that is to much of a sneak peak.

Anthony Moore is a  high quality leather good products brand and designer. The Goal is to attract the small but wealthy group of subscribers of the society. the goal is not to have the largest customer base but instead have the highest income bracket of customers. A loyal customer who looks to us for leather products. The brand brings a guarantee and a trust that caters to an informed and mindful fashion client who loves the personalized customer experience and innovative and fashionable new trends, in footwear, accessories, and product line for men.

Anthony Moore is based in Portland, Oregon it sits near the coast between silicon valley and seattle. It is an emerging entrepreneurial hub for its location. The city layout is well navigated with easy access and public transportation systems. Portland is a city yet a home it has close access to green areas along with one hour from the ski resorts and one hour from the beach. Not only is the location key but it is the most affordable city on the west coast.

More to be continued but target:

Project 4: Final Project We are to create a branding and promotion package that will include inspiration, merchandize mix and plan, consumer research and our final presentations. We will promote a brand to a specific audience.  Consumers are different in not only style and taste but also figure, values, motivations and lifestyles. Our first step is to make a fashion products that is marketable and attractive to the target consumer. We begin by brainstorming ideas for our target customer.

This is my brainstorming for our customer:

 Radio Head to the Left: A girl who is not totally self confident she hides behind the mask of clothing. To the Right is Ideal Beauty a women who mixes beauty with horrific sludge.

Freeze the moment is about the fast passed society we live in.

Creature of the wild is about the girl who mixes colors and patterns she is free spirited along with eco friendly.

To the Left is The First Look, The Final Word,  this is because the collection is simple hues we always fall back into our whites and blacks its the first look we see and the last word we speak. To the Right is Earth vs. Imaginary a women of influence and war of realities.

 To the Right is A simple girl or women who is growing up as a person of substance. To the Left is my favorite. ReNew the idea of targeting the baby boomer’s. A age group so much forgotten about yet style is so important.

Trend is the popular. What we see and take. Did you ever think where these trends originated? Or what inspired them. We looked to inspiration around us; art, architecture, shape, form, problems, economy to inspire what is scene. Designers don’t just come up with ideas something provokes them to come up with something new.

The Little Black Dress is now a premier exhibition for the fall at the SCAD museum of art. The exhibition was curated by SCAD trustee Andre Leon Talley. The exhibit opened September 28th. Unfortunately having to miss the premier exhibition because of a 6pm soccer game (we did win!) I was able to attend today, October 3rd.

Fortunately, my History of Fashion class decided to take a field trip to see the exhibit and get a tour. The Little Black Dress represents the historic and contemporary significance of the “little black dress” that we all know and love. The exhibit holds 73 garments dating back to 1907 until present day. It began my Andres love of fashion he began to pull dresses and significantly they were black dresses. This is where the idea for the exhibit sprouted from. To create a showcase that laid out the century’s change and prospering as designers and the women image. Andre Leon Talley stated, “Little Black Dress is designed to showcase the divergent and individual manifestations of the little black dress across this modern century and the last,” said Talley. “The exhibition highlights the strength of individualism, charting the evolution of the little black dress from its native definition of invariable propriety, to new and distinctly contemporary explorations of texture, tone, and silhouette.”

Going through the exhibit the first dress we arrived to was the Mariano Fortuny Gown, a silk pleated and corded dress, the oldest dress in the show done in 1907. The construction of the pleats is still unknown or replicated to this day. The exhibit has a broken kart in the center of the show room it exemplifies how the black dress doesn’t stick to traditional models. The kart is breaking as the black dress did visually and physically for women and fashion. The exhibit held one male garment that Marc Jacobs wore. It also hold two student works and garment from a senior collection.

Overall, I really enjoyed the exhibit. The construction of the garments is amazing the detailing and the revolution of a black dress is quite a scene. My favorite piece of the collection was the Azzedine Alaia. a knee-length dress done in 2011 its main feature the fagoting technique it used.  The exhibit as a whole was unbelievable and quite an experience. If you havn’t attended I suggest you check it out.

MARC BY MARC JACOBS a brand that is recognizable by the bright spot

Branding is the building of a distinctive image, it is a word or symbol that identifies the source of goods and services and differentiates it from competitors. We see branding everywhere wether it be on trucks like Fedex, or cars like Toyota or Ford, or on clothing like Hudson or Gap. Branding goes along way with distinguishing, it is a reference to a store or label or designer it may impress or capture a customer and influence their perceptions of a brand.

There are different forms of brands multinational brands or global brands the span geographic boundaries and my be available to stores throughout the world. They create a wide distribution of stores and there image for example we may see Deisel in Ny and then again in California. It is the availability stores make themselves to the consumer.

Within a multinational brand there a designer brands which bear the name of the original designer like Manolo Blaknik, or a private label, or national brands like NINEWEST, or hanes, or even luxury brands for the high end customer. Branding truly hits every target market weather it be more national recognized or privately recognized the customer loyalty is there.

Truly branding spreads it is what we as the consumer recognize first and what most of us look at last. It is the brands job to create customer loyalty, brand loyalty, and store loyalty for themselves and brands we remember and continue to give repeat business too are the ones we know strive for the margins we set for them. We as the consumer set the brands up with success or failure.