Clothscence Fashion: Marketing Strategy and Brand Analysis Report

This report provides a comprehensive analysis of the "Clothscence Fashion" brand, an African fashion clothing company aiming to establish itself in the global market. The report outlines the brand's concept, logo, company description, objectives, and the products and services offered. It defines the target audience as young African individuals aged 18-30, focusing on their preferences for western-style clothing. The research methodology includes both qualitative and secondary research to understand consumer behavior and market trends. The report delves into brand values, propositions, character, and essence, emphasizing the brand's commitment to offering high-quality products and services. Furthermore, it includes a SWOT analysis, social media strategy, and PR strategy to enhance brand visibility and market penetration. The report concludes with a discussion of the brand's visual identity and its potential for growth in the competitive fashion industry. The report is a valuable resource for understanding the brand's positioning and marketing approach.

Global brand/ local Jowel
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Contents
INTRODUCTION...........................................................................................................................3
Research methods........................................................................................................................3
Brand Concept.............................................................................................................................4
Brand Logo..................................................................................................................................5
Company Description..................................................................................................................5
Objective......................................................................................................................................6
Product and service......................................................................................................................7
Define Target Audience...............................................................................................................8
Brand value..................................................................................................................................9
Brand Proposition......................................................................................................................10
Brand character..........................................................................................................................10
Brand Essence............................................................................................................................10
Tagline.......................................................................................................................................10
Visualise to “Clothscence fashion” branding............................................................................11
SWOT analysis..........................................................................................................................14
Social media strategy:................................................................................................................15
PR Strategy:...............................................................................................................................16
REFERENCES..............................................................................................................................18
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INTRODUCTION
“Clothscence fashion” company is based on the African fashion clothing brand which
providing the various type of wear apparel and accessories. The primary aim of organization to
establish the position in global marketplace. “Clothscence fashion” brand mission is to offer the
best quality of product as well as service of potential customers. In this way, large number of
African peoples are attracting towards the different clothing item.
The purpose of research study is to determine the challenge and also achieving the idea
positioning for “Clothscence fashion” Fashion company which being achieve congruence
among.
 How the consumer could currently believe about the African fashion clothing brand?
 What are different customer give value in “Clothscence fashion” fashion clothing brand?
 What are the essential requirement of brand in global marketplace?
 Where the brand would like to establish the business and expand in other countries?
By performing the specific brand audit of “Clothscence fashion” company, it will be able to
uncover the current demand of African citizen. Generally, brand audit is to be consider an
important factor which providing the facility to identify the current position of fashion clothing
brand in context of perception of target consumer (Gwilt, Payne and Ruthschilling, 2019). In this
way, it is an important for performing the brand audit activities on regular basis. In order to
identify the consumer behaviour because it has continuously changing the trends, demand
business in global marketplace. Moreover, it is also gathering a lot of information or data that
will be utilised for purpose of analysis. It also considering the brand positioning and also
supporting the marketing approach to resolve issue, queries of client.
Research methods
It can be defined as process which help for gathering or collecting large information about
the clothing fashion brand in global marketplace. This will provide the brief idea about the data
related “Clothscence fashion” fashion clothing brand, reviews the opinion of consumer towards
the organization (Appiah-Nimo, 2019). Fashion clothing item always attract more and more
customer on daily basis. it is providing the specific item but give various options to every age
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group people. According to research, it has examined that demand on fashion clothing products
increases so as understand the primary need of client.
The research will be conducted on the demand of fashion clothes among African people
and also targeted the young generation people by using primary Qualitative research method. It
is one of most common method which help for considering adequate detail in regards of
preference, demand, need and choice of young people.
Primary research
Qualitative method is based on theoretical aspects for gathering information through
interviews and questionnaires. Sometimes, it also considering the pre-existing theories which
provide brief idea about the entire business development (Kim, Moon and Iacobucci, 2019).
Furthermore, it also conducting the interview with retailer entrepreneur to identify their
own idea about the business establishment. It will help for “clothscence fashion” company to
adopt innovative conceptual framework. In order to increase the entire business production and
sales in marketplace. In this way, it will be examining the current situation while enhancing
organizational capability or ability.
It has been conducting the primary research by using Questionnaires to identify view or
opinion of people.
Q1. Do you think that new fashion clothing brand attract more and more African consumers?
Frequency Option
Yes 6
No 4
Total 10
Table: 1
Interpretation
From above analysis, it has summarised about the opinion or view point of people,
maximum respondent agree on the statement. In Africa, large number of populations are
attracting towards the Fashion brand because they want to change their personality, attitude. As
per discussion, it has identified that 6 respondent said yes, 4 respondent said no.
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Secondary research
Furthermore, it will be considerations of innovative idea to handle the complex situation
or condition in the fashion clothing business. The quantitative survey is to consider as important
approach that mainly useful for identifying preference of people towards fashion clothing.
According to survey, it has been revealed that existing clients more likely to purchase fashion
clothing and selecting best quality of product. On the other hand, it also reveals about the
customer demand to “Clothscence fashion” branding, also focused on secondary research
method.
Viggers (2019) said that that provide the adequate information or data in regards of
identification, processing of item, which mainly carried out the raw materials used in clothing
item development. Secondary research method will help for providing the innovation idea about
the specific complain of potential customer. By using this method, it will be consider the books,
video and website. These are considered an essential resource for giving the information about
the fashion enterprise and how it will be developing new brand in global marketplace.
Brand Concept
“Clothscence fashion” fashion clothing brand that will help the customer resolve the
problem of expressing their individual in context of consider specific dresses. It provide the
various option to select best one. In this way, it can be understands that branding is valuable
concept which help for resolving the queries of existing customer in marketplace. The name of
brand which makes an entire more sense once if customer learn about product as well as service.
“Clothscence fashion” brand as self-explanatory.
Nowadays, each and every person in the entire world want to be graceful in their own way
to live their life. In this way, “Clothscence fashion” may associate with various type of fashion
cloth which include shirt, pant and dress. Main concern about the area where organization
establish the business in quickly (Diddi and McShane, 2019). “Clothscence fashion” also
providing the higher quality of additional clothing service to their consumers. Therefore, they
also attracting towards the logistics process, packaging and souring detail about the services.
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Brand Logo
“Clothscence fashion” is mainly motivated or inspired with the fashion icon, consider as
best elegance to wear cloths which means to represent as beauty. In this way, it can be used the
appropriate logo for attracting large number of customers towards organization (Diddi and
McShane, 2019). It is an essential for “Clothscence fashion” company to design an interactive
logo because it is representing as unique identity of brand.
Company Description
“Clothscence fashion
Brand”
“Clothscence fashion” is
based on the African fashion
clothing brand and also
founded in March 2020. It
will be launching a brand in
marketplace but require to
consider innovative strategy
that help for increasing
popularity in marketplace.
“Clothscence fashion” is
one of most trusted fashion
brand of clothes so that
many customer can
purchase the fancy
collection of clothes.
“Clothscence fashion” brand
is a worldwide enterprise
that will create, advertise
and disseminates clothing
items. It also used the
modern technology for
purpose of marketing. In
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order to promote the product
as well as service in global
markets.
Table: 1
Objective
The overall “Clothscence fashion” brand picture always attracting large number of
customer. The Fashion clothing products are mainly designed to boost the confidence level of
consumer. Therefore, it can easily protect the investment firm in marketplace. it ensure the brand
item that will tackle all type of complex situation or condition (Nash, 2019).
 To develop the effective shopping environment that apparel needs of African citizen and
provide the best quality of fashion clothes.
 To increase the revenue of business through market place and adopt the concept of ethical
western wear store in Africa (Diddi and McShane, 2019).
 To increase 60% profit margin of business within first years.
 To improve the growth and development of “Clothscence fashion” fashion clothing
Fashion brand in Africa.
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Product and service
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Define Target Audience
The primary goal of “Clothscence fashion” brand is to provide the fashion clothes the
local African citizen who will have difficulty finding the western clothes. In recently, Millions of
individual people will recognise and identify the different western apparel, in order to attract
young people who always tried to purchase fashion clothes. Current trend has continued towards
the western, fashion brand.
Generally, “Clothscence fashion” brand is targeting the young people, men and women
within age between 18 to 30. Furthermore, it will be providing the information raw material that
mainly used in product manufacture. This will help for establishing the loyalty, trust among
customer and management (Korica and Bazin, 2019). The best use of individual people who are
mainly aware about the quality of product as well as service. Many people are looking to
purchase the fashion clothes because it also representing the personalities. That’s way, it plays
important role within community and society.
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“New Look” company will be used the different marketing and advertising technique
which always helping to target large number of young people. It also established the strong
relationship so that they can purchase fashion clothes through “Clothscence fashion” Brand. A
targeted customer is demographic of individual people show interest towards fashion clothing
items (Diddi and McShane, 2019). If owned the company which required to differentiate the
target audience. On the other hand, by using physical store it also targeted the audience through
parents, grandparents and their children’s.
The targeted audience are mostly people between 18 to 30 year old and they are more
conscious about their dressing trends. It always prefer to choose fashionable stylish outfit. In this
way, it will be represented as more elegance in the dressing style. Most of young people have a
fear about the personality losing so as they can resolve the issue for purchasing trendy fashion
item through “Clothscence fashion” brand in Africa. Therefore, young people can buy the
product as well as service.
Brand value
It is simplest way to represent the sales and replacement value of brand. Another way, it
may refer to the significance of brand in potential customer’s eyes while branding value is
consider as financial statement which carried out the estimation overall sales and profitable.
“Clothscence fashion” include profit margin from marketplace when start-up enterprise which
always tried to make better advertisement through different distributed channels (Diddi and
McShane, 2019). It help for increasing the brand value in marketplace. Usually, Modern
technology can use for manufacture the fashionable clothing items and also satisfying the
customer need or requirement
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Brand Proposition
“Clothscence fashion” brand has considered the uniqueness when produce the various
fashion clothing product in marketplace. It is mainly used the raw material which help for
maintaining the strong quality of product. Afterwards, Clothscence fashion Company is selling
the item and service in marketplace. An effective service may consider as uniqueness which
support to increase the brand value among large populations.
Brand character
It may consider as dissimilar visual component or element which brings together them in
the form of integral framework, At that point, it also identified the personality image through
different components (Diddi and McShane, 2019). It became reliable for potential consumer to
use better appearance, scope and sharing of brand in marketplace. Sometimes, it also recall that
whether the brand personality among individual customer, overlooked at the introducing the
picture of clients. It is an essential for Clothscence fashion Company in which providing the both
honestly, trust. In this way, firm will offer the best quality of clothing item with full of honesty
and trust worthy. It directly impact on the overall profitability of enterprise to gain competitive
advantage in marketplace.
Brand Essence
It mean that identified the feeling of potential customer when they are using various type
of items. In order to establish the interaction with company’s growth and development.
“Clothscence fashion” will share the brand essence as “stylish fashion”. Therefore, this type of
statement will establish the strong relationship between customer and company. Usually, it make
a strong impact on the potential client which providing the accurate message about the certain
action. In order to maintain high quality of product as well as service (Gwilt, Payne and
Ruthschilling, 2019). The brand essence is that when inspiring or motivating the individual
people to select the fashionable clothing.
“Clothscence fashion” company will concern about the demand of customer and then
providing the excellent item experience whereas they can easily find out the wide range of
fashion clothing variety. These product will be growing in marketplace.
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Tagline
A tagline is based on the short description about the brand in marketplace. Sometimes, it
can be representing as memorable phases which always inspiring the client towards branding. In
simplest way, it should convey the sentiment and feeling about that individual people want and
directly associated with Fashion brand. The tagline can be designed to generate an effective
impression for short time duration. Unlike, many other forms of promotion, marketing.
Tagline of “Clothscence fashion” brand: Be unique, be stylish with clothscence fashion
Visualise to “Clothscence fashion” branding
Brand visualization is based on the technique or method that mainly used for creating the
powerful design to make better decision. It also creating, persuading targeted audience in
marketplace. Sometimes, it also telling the story about the brand whereas how it will compete
with other competitors (Gwilt, Payne and Ruthschilling, 2019). In order to establish the better
position in marketplace. Furthermore, there are different technique to visualise the clothscence
fashion company.
Website
It is one of most common method that mainly used for promoting the product as well as
service in marketplace. It became easier for client to check the availability of product and also
purchased. Official website of “Clothscence fashion” which always inspiring or motivating large
number of potential customers. It may include an attractive content, information and represented
into visualise manner. It is useful for organization to increase the overall business productivity as
well as profitability in marketplace.
“Clothscence fashion” company will select the stunning ecommerce website templates on
the basis of interactive design, layout and structure pattern. Fully customizable that can reshape
and form according to the need and requirement. In additional, it also adding the logo, charging
colors and other dynamic fonts (Gwilt, Payne and Ruthschilling, 2019). Furthermore,
“Clothscence fashion” company will secure hosting and streamlined backed areas. Generally, it
make the setup and operation of ecommerce website. The overall design will be controlled or
managed by CSS, HTML coding. By using modern technology, it provide the better navigation
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