Design Studio 2: Brand Identity Project - S Brand - Australia

This project delves into the brand identity of S Brand, a newly established Australian fashion and clothing brand set to launch globally. The project covers various aspects of the brand, including its story, which highlights its Spanish apparel retailer roots and focus on fast fashion with a diverse product portfolio. It explores the brand's personality, emphasizing its commitment to beauty, clarity, sustainability, and functionality as guiding principles. The project also outlines the brand's promise of offering the latest fashion and high-quality products while prioritizing customer needs. It identifies the brand's target audience, comprising men, women, and children, and details its responsive supply chain. Furthermore, the project analyzes the competitive landscape, positioning S Brand at a mid-to-high price point to support its sustainability and ethical values. It also addresses potential issues related to labor laws, sourcing of raw materials, and cost management. The project aims to provide a comprehensive understanding of S Brand's brand identity and its strategic approach in the competitive fashion market.

Brand Identity
S Brand, a newly established Australian
fashion and clothing brand, is all set to
launch its products around different
regions of the world. The Brand is
headquartered in Gold Coast, Australia.
The buyers are at the heart of the
exceptional business framework that
involves design, manufacturing,
distribution and sales by extensive retail
channel.

Brand Story
S Brand is basically a Spanish apparel retailer that is based
in Arteixo in Galicia. It has just been established recently in the year 2019 and
now all set to launch itself in the global fashion market.
The brand specializes in fast fashion and products portfolio includes clothing,
accessories, swimwear, shoes, beauty and perfumes.

Brand Personality
S Brand is quite attentive about its
impact upon the buyers and the overall
society.
It completely follows its core values i.e.
beauty, clarity, sustainability and
functionality. It uses them like the
guiding standards in its operations.
It acknowledges the significance of
promoting progressive cultures for
staying updated and alert about market
trends.

Brand Promise and
Experience
S Brand intends to offer latest
fashion and superior quality
products. It is highly concerned
about the interests and likes of the
buyers instead if just pushing
fashions within the market.
It dedicates greater time towards
learning about the ‘needs’.

Brand Audience
S Brand outlets would have men, women and kids clothing, accessories and
footwear.
The products would be supplied on the basis of prevailing customer trends and
needs. The brand’s greatly responsive supply channel would ship new products
to outlets twice every week.

Brand Competitors
S Brand would operate in a
highly competitive world with
several large and small
clothing brands offering wide
range of variety to the
customers.
Among the main competitors
of S Brand would include
international brands like Zara,
Mango, Promod and many
others

Brand Position
S Brand would position itself in the market at mid to high pricing for
supporting its desire for being sustainable and ethical. It intends to position
itself as being a highly fashionable brand offering highly trendy and latest
clothing.
Buyers would be able to easily recognize the brand logo and understand what
it intends to offer and communicates. The brand greatly supports the
surrounding environment where it operates.

Culture and Values
S Brand is quite attentive about its impact
upon the buyers and the overall society.
It completely follows its core values i.e.
beauty, clarity, sustainability and
functionality. It uses these like the guiding
standards in its operations.
It acknowledges the significance of
promoting progressive cultures for staying
updated and alert about market trends.
S Brand pledges to offer 100% sustainable
fabrics by 2025.

Issues
The brand can face issues related to labour laws and policies. It could face
issues related to the way raw materials are sourced and finished products are
distributed.
S Brand needs to make sure that it does not compromise on the sustainability
or quality at any cost. It also needs to ensure that manufacturing cost does not
surpass the sale price.