Wear the world

Final Branding Presentation: Wear the World

E. Cheng, A. Kelly, S. Patel, C. Skene, J. Wesolowicz

Step 1-- Market Segment

● Mass-Market

○ Premium Price & Quality (Higher price range)

Step 1-- Market Segment Demographics

● Target Market: Unisex (both women & men)

● Young professionals who are social conscious

● Ranging between the ages of 20s-30s

○ Primary Market: 23-30

○ Secondary Market: 17-22, 30-35

● Bachelor's degree and beyond

● Income: $30K +

Step 1-- Market SegmentPsychographics

● Lifestyle: Social, hard workers, fashionable, experiencers, adventurous &

travelers

○ High focus on experience

○ Possibly studied abroad in college

○ TESOL after college

○ Experience with other languages

● Trendy & eco friendly individuals

● Willing to pay more for that “it” item!

Step 2-- Positioning Map

Step 2-- Competitors

Product Range Shirts, Pants, Shorts, Jackets, Footwear, Dresses, Camping/Hiking supplies, Accessories (Hats & Sunglasses) & Swimsuits

Shirts, Shorts, Pants, Outerwear, Fleeces, Sweaters, Dresses, Swimsuits, Accessories & Boots

Shirts, Pants, Outerwear, Fleeces, Sweaters & Accessories

T-Shirts, Blouses, Rompers, Dresses, Pants, Outerwear, Shoes & Accessories (Handbags & Jewelry)

Price Point ($20-$425) ($16-$529) ($25-$420) Mid-Range ($-$)

T-Shirt/Top Price $99 $69 $60 $59

Customer Profile Male/FemaleAges; 30-50Active lifestyle: Enjoys hiking and exercising in the great outdoors

Male/FemaleAges; 35-50Active lifestyle, not concerned with trendiness, extreme outdoor activewear

Male/FemaleAges; 25-45Active lifestyle, socially responsible, committed to preserving nature, outdoor adventurer who is always pushing themselves to the max

Male/FemaleAge; 18-30Culturally sophisticated, educated, urban-minded self-expressive and concerned with appearance

Distribution Channel Limited:Retail stores & Online

Department stores, Retail stores, Other retail stores (REI & Urban) & Online

Department stores, Retail stores, Other retail stores & Online

Retail stores, online

Step 2- CompetitorsProduct Short Sleeve, Long Sleeve & Sleeveless T-Shirts

Segment Mass-Market: Premium price & quality- higher price range

Customer Men & Women, Primary market- Ages 23-30, Young professionals who are socially conscious, trendy & eco-friendly individuals, hard workers, fashionable & adventurers

Price $35-$45

Direct Competitors REI, Patagonia, North Face, Urban Outfitters, TOMS & Calvin Klein

Distribution Pop-Up Shops & Website

Step 3-- Product MixProduct

● Short Sleeve, Long Sleeve & Sleeveless T-shirt

● Fabric is Internationally Sourced

○ Indonesia, Thailand, India, Egypt, and Mexico

○ Color varies with each specific ream of fabric

● Made in the U.S.A.

○ Workers paid livable wages

○ 15% of the earnings are returned to the country of origin for support

Step 3-- Product MixPrice

● $35 - $45

Distribution

● Pop-Up Shops

○ Music Festivals, Cultural Festivals, Campuses, Fashion Weeks

○ Select scheduled city visits & tradeshows

● Website

○ Also on Facebook & Instagram

Step 3-- Product MixService

● Product Specialists

○ Knowledgeable about fabrics, countries of origin, and

general world issues

○ Excited about the brand

● Sale Tags are made from a matching swatch of

fabric

○ Can be used as a luggage tag once removed

Step 3-- Product MixService

● Each T-shirt comes with a postcard/notecard

with information regarding the city/area of

origin

● Home delivery always offered

○ Can be helpful when purchasing so the items don’t need

to be carried

Step 4-- Brand Identity

● Name: Wear the World

○ Expresses the experience of wearing

fabrics from all over the world

○ Connecting with the countries on a

deeper level

● Tagline: name acts as the tagline

Step 4-- Brand Identity

● Font : Pacifico

○ Friendly and personable

○ Happiness and fun

● Color: Blue

○ Loyalty, tranquility, trust

○ Blue stands for the ocean,

traveling across the sea

Step 4- Brand Identity Packaging

● In-store: canvas closing bag

○ Made from extra t-shirt fabric

○ Helps eliminate waste

Step 4- Brand Identity Packaging

● E-commerce: recycled cardboard tubes

○ Eco-friendly

○ Easy to ship

Step 4- Brand Identity● Brand Personality: excitement with some ruggedness

Excitement

Ruggedness

TrendyExcitingSpiritedUniqueDaring

OutdoorsyRugged

Wear the World Personality

Step 5-- Positioning Statement

For socially conscious, young professionals, Wear the World will provide the best variety in unique clothing with a

purpose. Wear the World is known for using fabrics from around the world. Our ethical methods of production

promise to enrich the global experience.

Step 6-- Communication StrategyTraditional Channels

● Ads in travel magazines

○ Pros: targeting our adventurous market, can be supported by

editorials

○ Cons: longer lead time, can become cluttered

● Commercials on Travel Channel, during Amazing Race,

○ Pros: targeting our adventurous market

○ Cons: may be too expensive as we are starting out

Step 6-- Communication StrategyNon-Traditional Channels-- our biggest focus

● Social Media

○ Pros: low-cost or even free, directly connect to the consumers

who are already interested, easy to pick up new followers

○ Cons: “Buy” buttons still being developed

● Sponsorships

○ Pros: direct exposure to our target market, put a positive image

into these customers’ minds

○ Cons: may be expensive and not pay off in the long run

Step 6- Communication Strategy● Wear the World website http://eve13018.wix.com/weartheworld

○ Online shopping

○ Follow campaigns on the website

○ Information about countries sourced from

○ Informational videos

● Design

○ Using travel images to support the brand’s concept

Step 6- Communication Strategy

Step 6- Communication Strategy

Global Expansion

● Partnered tours with agencies, adventure groups, airlines

● Connect and partner with more countries

Step 7-- Brand Growth Strategy

Licensing/Franchising-- Not for us!

● Smaller based, not as focused on commercialization

● Want to be in tight control of the operations because so much of the

company is based on brand image and mission

Step 7-- Brand Growth Strategy

Online

● More customization options

○ Include your own fabrics, different style choices, monogramming, etc.

● Lifestyle based videos

○ Social responsibility

○ Lightweight traveling

○ Foreign languages

Step 7-- Brand Growth Strategy

● Extensions

○ Scarves, headbands, bags, shoes

● Different Target Markets

● Tracking Brand Equity

Step 7-- Brand Growth Strategy

Step 7-- Brand Growth StrategyAdvantages to Growth

● Increase in travel and general activity (fitness) for our generation

○ Put the phone down!

● New brand extensions, more opportunities to serve a wider range of

customers as well as give back to more countries in need

○ Tapping into more international markets on both levels

Step 7-- Brand Growth StrategyDisadvantages to Growth

● Lack of brand loyalty

○ Based on current millennial lifestyle/buying habits

● High cost of investment

● “Brand Irrelevance”

○ Need to evolve with our customers’ evolving tastes to stay competitive (Hamiede 99)

Summary● Mass-market, premium product

● Geared towards young professionals with a passion for travel and global

happenings

● Selling points: unique fabrics, fair trade and production, deeper connection

to the countries sourced from

● To inspire customers to get out and explore the world, be unique and

themselves

● Give back to the communities we source from

SourcesHamiede, Kaled, K. Fashion Branding Unraveled. New York: Fairchild Books. 2011.

"Logomakr: Free Logo Design Tools." Logomakr: Free Logo Design Tools. Web. 29 Nov. 2015.