Brand Portfolio Report: Tradere Fashion Outlet - Marketing Analysis

This report provides a comprehensive analysis of the brand portfolio for Tradere Fashion Outlet, a new concept focusing on traditional and ethnic fashion. It begins with an introduction to brand portfolios and their importance, followed by a contextualization of the project and the rationale behind the brand concept. The report then delves into the brand identity, exploring its different components through the Kapferer Brand Identity Prism model, including brand physique, personality, culture, relationship, reflection, and self-image. A detailed customer profile is constructed, segmenting the target market based on demographic, lifestyle/psychographic, geographic, and behavioristic variables, with a focus on women aged 18-35 in the UK market. The report also covers positioning strategy, brand sustainability CSR activities, brand manifesto, and brand guidelines, concluding with a summary of the key findings and a list of references. The report aims to provide insights into how Tradere Fashion Outlet can establish a strong brand identity and effectively target its desired customer segments within the competitive UK fashion industry.

Individual Brand portfolio

Table of Contents
INTRODUCTION...........................................................................................................................1
CW-1 TASK 1.................................................................................................................................1
1. Project Contextualisation........................................................................................................1
2. Brand Identity.........................................................................................................................2
3. Customer Profile.....................................................................................................................5
4. Positioning Strategy. ..............................................................................................................7
5. Brand Sustainability CSR.......................................................................................................7
6. Brand Manifesto......................................................................................................................8
7. Brand overview of brand guidelines.......................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Brand portfolio can be termed as the collection of brand under the control of a company.
Different companies also present the same product or new product-line under different brands in
different market. It can be said that brand and identity plays in integral role in success of a
company and increasing the market and customer base. The present report will assist in
understanding the importance of brand identity for the new product. The report will assist in
reflecting the new brand concept of traditional and ethnic fashion from different culture. The
report will be identifying the vision, mission and values of the new brand Tradere Fashion
Outlet. It will also discuss different components of the brand identity of Tradere Fashion Outlet.
Further, this report will prepare the customer profile to target the different segment The report
will also include the positioning strategy of Tradere Fashion Outlet. The report further will
include the brand sustainability CSR activities. Furthermore, the report will include the Brand
Manifesto and brand guidelines.
CW-1 TASK 1
1. Project Contextualisation
Rationale:
With the globalisation, industrialisation in different countries are also increasing, which
leads in increasing the mobility of people in different countries for the job and education. This
assist the people in knowing different countries tradition and culture. Digital media also assist in
increasing the awareness of people regarding the tradition and different country's culture and
were also adopting it. One of the main example can be said that with the increase of culture
acceptance through use of social media, watching different countries movie assist the people in
interacting with different culture (Godey and Lai, 2011).
Brand Concept
The new brand concept of Tradere Fashion Outlet will be based on this criterion of
culture and traditional awareness and acceptance. The Tradere Fashion Outlet will launch a new
customised fashion store which provide different culture clothing as per the customers need. The
new concept has been introduced after analysing the preferences of customers regarding fashion
sectors of different countries. It has been analysed that in fashion school also, the students are
thought to be aware of different nation's traditional dresses that are becoming famous (Godey
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and Lai, 2011). In UK and many European countries, the traditional Indian wears are very
famous because of internet and the Indian citizens living in European countries.
Mission:
 Tradere Fashion Outlet is to make 'aspirational quality accessible to all', and this is truly
the case with the company's technology Timely delivering and enhancing customer satisfaction from the product.
Vision:
 The brand's vision is to provide a standard against which its competitors might be be
measured, from customer experience, the working environment for employees and to
paid attention for the environment and society.
 To enhance the cultural acceptance and awareness of different countries. To attain the market leadership and increase the profit margin and brand value with
unique product mix (Chien, Cornwell and Pappu, 2011).
Values:
 Reviving the traditional fashion and culture.
 Contributing to the sustainable development of the society and the environment with
which we are interacting Work to protecting the environment and contributing to social welfare.
Product/Market context.
The Tradere Fashion Outlet is launching a new brand concept of traditional- cultural
customised clothing is Tradere Fashion Outlet retail store. The new product will reflect the value
and beliefs of the tradition of different cultures. It has been analysed that, with the increasing in
technological era, the exchange of tradition and culture has also been increased. All of these can
also be reflects in the fashion industry and the customers' s choice in clothing. The chosen
market for the new brand concept is UK fashion industry and the store will operate from London
(Martos-Partal and González-Benito, 2011). The market has been chosen as London as it is the
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hub of fashion in UK and is one of the largest city with many people from all over world. These
market will be appropriate in order to attract the customers.
2. Brand Identity.
A brand can be defined as the set of expectations, all the memories, stories and
relationship which are taken together in accounts for a customer's decision in order to choose one
product or service from others. It can be termed as an experience or the perceptive of a customer
from that product or services which differentiate it from others in market. Thus, a brand identity
can be said to be the way a business, presents its product to the potential customers. The product
of Tradere Fashion Outlet is cultural customised clothing by which company develop there
identity in front of customers. It can be termed as the visual component of the brand. Brand
identity also represents through the message that are customers are received and will assist in
connecting the product recognition. Through the customised traditional costumes, the customer
will be assisted in getting the message of importance of cultural acceptance with the fashion
touch in their clothing. The brand identity must match the image that are projected to the
company (Åsberg, 2015). The brand identity can be better understood with the Kapferer Brand
Identity Prism model.
All the brands need is an identity, in order to become brand with a loyal follower, it
should not just be the name but have deeper story and inner inspiration that needs to be
connected to the customers. It can be said from The Kapferer Brand Identity Prism, that a brand
should have their own character, beliefs, and their own unique identity. The product of Tradere
Fashion Outlet has their own uniqueness like they presenting culture in clothes. The Kepfere
identity model assist in building a story which will provide a better identity with the different
components of brand identity.
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Illustration 1: Kepfere identity model
Source: (What is The Kapferer Brand Identity Prism?, 2019)
Brand Physique: It can be defined as the physical appearance of the brand which should
include physical specification and qualities. The brand physique could be thing like common
design elements, standard features, set of colours etc. It can assist in allowing a customer to
quickly separate Tradere Fashion Outlet from others in market. The Tradere Fashion Outlet will
show the traditional appearance in the product.
Brand Personality: It can be referred as the way through which a brand will
communicate to the world, it can be through the its tone of voice, design and its copywriting.
Brand personality is the way it communicates to the outside world. It is the tough task to be
implemented. Tradere Fashion Outlet will design in order to promote or advertise the brand
which can easily recognisable to the customers in market (Keller, Parameswaran and Jacob,
2011). Tradere Fashion Outlet can choose the famous model to endorse the clothing, the way of
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advertising will reflect the importance or riving the culture. The personality of Tradere Fashion
Outlet will make in believing to live the tradition and wear the tradition through its clothing.
Brand Culture: This is very important component for Tradere Fashion Outlet as its new
concept is focusing on the culture and traditional beliefs of from the perceptive of different
customers. As per the model, the brand will have its own culture and the way it communicates
with the people will assist in reflecting the beauty of culture and tradition (What is The Kapferer
Brand Identity Prism? 2019). Culture can be a powerful emotional tie in order to associate
Tradere Fashion Outlet with a specific geographical areas and culture.
Relationship: Brand are often related to the transaction and exchanges between peoples.
It can be best applied to the retailer stores as they can get to interact with different customers. It
assist in making a relationship of brand with customers. Tradere Fashion Outlet will provide a
facility to customised their dresses as per their choice, it will assist in making a healthy
relationship with the brand. When a customers feel like they are actually associated with the
brand will be more significance for them in order to come gain and again.
Reflection: It can be said that a brand is the reflection of the customer's perceptive, their
thinking and view related to the brand. A brand will always try to build its a reflection or an
image or the buyers which it see,s to be addressing. It can be said that a brand should have such
strong personality and identity which can be reflects from the customers as well. The value of
Tradere Fashion Outlet will reflect the importance of culture and tradition and traditional wear
like Indian sarees reflects the value of Indian culture (Kapferer, 2012). The customer will only
connect to the brand if it also reflects their views and thinking.
Self-Image: It can be said that a customer when connect to the brand will self-imagine
himself with it. It can be simply be explain that when a customer will connect to Tradere Fashion
Outlet clothing, it will self-imagine his thoughts and beliefs towards the clothing. The image that
the brand has in the world, and what that brand says to others, goes a long way toward improving
the self-image of the buyers themselves. Tradere Fashion Outlet will assist the customer in
changing their perceptive towards traditional wear.
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3. Customer Profile.
A customer profile can be termed as the way in which a customer is categorised so that
they can be appropriately grouped for the marketing and advertising purposes. In is an effective
way as targeting advertising to a specific group, market segments is more successful in selling
that particular product and increasing in profit (Wang, Qu and Yang, 2019). Tradere Fashion
Outlet can attain the customer segmentation by categorising the market into customers with
different variables it can be said that the market can be divided into groups of customers with
different traits and interest. The strategy chosen for segmenting, certain variables contribute to
the development of specific segments of customers with similar qualities.
Demographic: This segmentation is based on the market segmentation which is based on the
age, gender, race, marital status, income, education and occupation. It can be said that for the
Tradere Fashion Outlet will target the women between the age of 18-35 for the new brand
concept.
Lifestyle and Psychographics: It emphasised on the shared activities, interest and behaviour of
a particular customer. Along with activities, lifestyle segmentation is driven by characteristics
such as shared interests, opinions, attitudes and values of customers. Tradere Fashion Outlet will
target the customer who has different fashion style and opting for choosing the latest trend.
Geographic: it is simple and common approach to segment the target customer based on their
region and location. Size, population density and climate factors are traits of geographic
marketing.
Behaviouristic: in this segmenting strategy, the target market will be based on the interest and
experience with the company or the product (Market Segmentation Variables & Characteristics,
2019). Benefits sought, usage, loyalty, prospect or customer status are common characteristics.
Tradere Fashion Outlet will target the customers who has choice of traditional wear.
The best segment for Tradere Fashion Outlet is to demographic segmentation because
company is targeting women specially the age group belongs to 18 to 35 years. It can be said that
with the help of analysing the secondary research regarding the latest fashion trend, it has been
found that the new trend of traditional and ethnic weak which are very much popular in young
and middle age women and that is demographic segment. It can also be analysed that fashion
industry is also tilting towards being more corporate-social responsibility and promoting the
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values of traditional approach which are effecting adopting by the customers. In UK fashion
market, there are very fewer outlets which has adopted such concept. Thus, launching such
concept is beneficial in order to target the 18-35 years old women who are engaged have
different fashion style and open to adopt new trend as per the market trend. It is an effective tool
for Tradere Fashion Outlet who want to fragment the market and create multiple market
segments, in order to reduce the threat from competitive rivalry.
4. Positioning Strategy.
A positioning strategy is a deliberate branding plan or process that operates on the
symbolic levels of consumer consciousness. It is a long-term effort to change integrity and the
identity of a company, as well as its products or services, in a unique space within the minds of
the target audience. Company have to beat there competitors by acquiring unique position in the
market as well as in front of competitors. A market positioning strategy is built on business data
as well as seeks to constitute the precise chain of words to balance concepts of differentiation,
distinction, and similarity in a unified brand-narrative. It is strategy is one of the most important
marketing initiative which assist in branding the products to the target market. An effective
position strategy considers the strength and weaknesses of company and the needs of the
customers mad market and with the position of competitors (Tanusondjaja and et.al., 2018). This
positioning strategy of Tradere Fashion Outlet is outshined the brand as against to other
competitor as Tradere fashion has come up with unique concept of traditional ethnic mix of
different culture in fashion life style of people. Tradere Fashion Outlet will follow the product
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process strategy through differentiating its product from others in market. It will adopt the
approach through marketing and advertising which will show the importance of culture and
tradition. The competitors of Tradere Fashion Outlet will be AllSaints, AmpleBososm, Arcadia
Group.
5. Brand Sustainability CSR.
It is very essential for any brand or company to have a sustainable strategy and should
have the CSR in their operations. Corporate social responsibility can be termed as the self-
regulating business model which assist a company to be socially accountable to itself and with
the stakeholders. Tradere Fashion will operate in a way which will assist in enhancing society
and the environment (Nguyen, Zhang and Calantone, 2018). Tradere Fashion will adopt the
following CSR activities:
 Tradere Fashion will reduce the use of chemicals in their materials.
 In order to reduce the waste, they will adopt strategies in order to recycle the waste dress
material.
6. Brand Manifesto.
Brand manifesto is a versatile tool designed to clearly articulate
 What the brand stands for
 What is it that gets its employees out of bed every morning and motivates them every day
to deliver on the brand's vision.
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7. Brand overview of brand guidelines.
CONCLUSION
By summing up the above report, it can be concluded that building a brand identity is
very integral for the success of the product. It can be said that brand and identity plays in integral
role in success of a company and increasing the market and customer base. The present has
concluded the new brand concept of Tradere Fashion Outlet which is based on this criterion of
culture and traditional awareness and acceptance. The Tradere Fashion Outlet will launch a new
customised fashion store which provide different culture clothing as per the customers need. The
present report has analysed the rationale for the new brand concept. It can be analysed from the
report the mission, vision and values of Tradere fashion outlet. The report has also concluded the
model which assist in increasing the brand identity. It can be analysed from the report the
different segmenting variable and approaches used by Tradere fashion. Further, report has
analysed positioning strategy of Tradere fashion in order to be differentiated from the
competitors. The report has also concluded the brand manifesto, brand logo and symbols.
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REFERENCES
Books and Journals
Åsberg, P., 2015. Perceived brand portfolios: how individual views hamper efficiency. Journal
of Product & Brand Management. 24(6). pp.610-620.
Chien, P. M., Cornwell, T. B. and Pappu, R., 2011. Sponsorship portfolio as a brand-image
creation strategy. Journal of Business Research. 64(2). pp.142-149.
Godey, B. and Lai, C., 2011. Construction of international brand portfolios: impact on local
brands. Journal of Product & Brand Management. 20(5). pp.402-407.
Kapferer, J. N., 2012. The new strategic brand management: Advanced insights and strategic
thinking. Kogan page publishers.
Keller, K. L., Parameswaran, M. G. and Jacob, I., 2011. Strategic brand management: Building,
measuring, and managing brand equity. Pearson Education India.
Martos-Partal, M. and González-Benito, Ó., 2011. Store brand and store loyalty: The moderating
role of store brand positioning. Marketing Letters. 22(3). pp.297-313.
Nguyen, H. T., Zhang, Y. and Calantone, R. J., 2018. Brand portfolio coherence: Scale
development and empirical demonstration. International Journal of Research in
Marketing. 35(1). pp.60-80.
Tanusondjaja, A. and et.al., 2018. Portfolios: Patterns in brand penetration, market share, and
hero product variants. Journal of Retailing and Consumer Services. 41. pp.211-217.
Wang, Y. C., Qu, H. and Yang, J., 2019. The formation of sub-brand love and corporate brand
love in hotel brand portfolios. International Journal of Hospitality Management. 77.
pp.375-384.
Online
What is The Kapferer Brand Identity Prism? 2019. [ONLINE]. Available through:
<https://woven.agency/blog/what-is-the-brand-identity-prism/>.
Market Segmentation Variables & Characteristics . 2019 [ONLINE] Available Through:
<https://smallbusiness.chron.com/market-segmentation-variables-characteristics-69263.html>.
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