Final Project Step 5

Name and Logo

“It is all logo overkill and about the consumer remembering it, like a breakfast cereal.”[1]

With such simple merchandise, I will really have to work to create a logo that stands out among others. This quote from Jill Walker-Roberts reminds us that a brand has to be recognizable to gain popularity.

The name of my label is going to be Love in the Sky. This name represents what my label is all about and is unique. The Love in the Sky name has not been used for any boutique or store yet. Love in the Sky was derived from the expression “Love is in the air.” I tend to incorporate the word “love” with things like comfort and happiness; Feelings that I want the customer to experience from my label.

The Love in the Sky logo will consist of just that. It will be a simple outline of a heart with the outline of a cloud attached at the lower right corner of the heart. This logo will be simple to match the simplicity of the company.

“The stories conveyed through branding cause an emotional response in the marketplace and, ultimately, individuals identify with the brand.”[2]

“They have to know who their customers are and what they like or dislike.”[3] – Krista Pharr-Lowther on being asked how retailers mold trends to suit their business.

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[1] Brand/Story. Joseph Hancock. Chapter 8. Page 133.

[2] Brand/Story. Joseph Hancock. Chapter 12. Page 185.

[3] Brand/Story. Joseph Hancock. Chapter 12. Page 191.

Final Project Step 4

Create What You Would Want Them To Look Like

“She took the simple idea of designing her own wedding dress and, in fewer than 20 years, turned it into a multimillion-dollar company …”[1]

The clothes my label will sell will be both comfortable and stylish. I, personally, wear a lot of loungewear. I wear these clothes at home, to school, while doing homework, while cleaning, to my boyfriend’s house, etc. Loungewear is cool because it is meant for the home but accepted as appropriate on-the-go wear. For example, celebrities are always caught in sweats or yoga pants and a jacket at the airport or while getting coffee. My loungewear will not only be what I want to wear but what a lot of women want to wear.

“Sander became a national celebrity by taking a simple idea from his own personal collection of vintage products to create a fashion-branded style.”[2]

“Sutherland decided he would address the issue by designing and manufacturing a better product. However, it would be totally different and reflect his personal convictions …”[3]

“I think that personal style is an important element of a person’s ‘brand.’”[4] – Jennifer Lea Cohan

“Fashion branding shapes and contextualizes a garment or accessory to establish its identity.”[5]

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[1] Brand/Story. Joseph Hancock. Chapter 5. Page 73.

[2] Brand/Story. Joseph Hancock. Chapter 9. Page 145

[3] Brand/Story. Joseph Hancock. Chapter 10. Page 159.

[4] Brand/Story. Joseph Hancock. Chapter 7. Page 117.

[5] Brand/Story. Joseph Hancock. Chapter 1. Page 5.

Final Project Step 3

Define Your Market and Also Your Identity

“A&F took basic garments and made them its own.”[1]

 The spin on my label is going to be simple. By having a simple style in loungewear, it will appeal to all women in my target market. By printing silly phrases or pictures onto the loungewear, it would appear to "little girl-like" and resemble Victoria's Secret's PINK line too much. By going with a simple style, it will appeal to all women and be distinguishable only by the label's small logo. 

 “The branding stories of Dolce & Gabbana have targeted those who may not normally be expected to enjoy high-quality fashions – the avant garde, bohemian, ethnically diverse, eccentric, unique, nontraditional, and unusual have been part of this duo’s success.”[2]

 For a company to be successful, it helps if the target market is diverse. The target market of my label includes ALL women from the ages of 20-40. This means women of different races, backgrounds, beliefs and opinions. Everyone woman needs loungewear!

 “The Vera Wang style became the epitome of wedding fashion, worn by numerous celebrities.”[3]

 When you take over a market that needs help, like wedding dresses for Vera Wang, it is easier to establish a brand. My label would be much like this because there is a definite need for cute, comfortable women’s lounge clothes. Victoria’s Secret offers fashion loungewear but otherwise, a customer is stuck at Target or Wal-Mart.

“I think that consistency in one’s image, whether fashionable or not, is important, as is determining the image that one is trying to project to one’s fans.”[4]

By choosing a simple style, it will be easy for my label, as well as myself representing the label, to remain constant with its signature fashions.

“Brini has accomplished this by creating a unique visual milieu.”[5]

 Much like Brini Maxwell, I will have to work to create a unique visual milieu. This will be done with my label’s clothes. The clothes will represent a busy woman who needs to relax at home.

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[1] Brand/Story. Joseph Hancock. Chapter 6. Page 91.

[2] Brand/Story. Joseph Hancock. Chapter 4. Page 53.

[3] Brand/Story. Joseph Hancock. Chapter 5. Page 77.

[4] Brand/Story. Joseph Hancock. Chapter 7. Page 117

[5] Brand/Story. Joseph Hancock. Chapter 9. Page 145.

Final Project Step 2

Who Am I Aiming These Clothes At?

“… For their garments to achieve prominence, retailers and manufacturers had to adopt various methods of promotion targeting specific types of clientele.”[1]

The clothes for my label are aimed at women ages 20-40. Women at these ages all feel the need to feel comfortable while also feeling stylish and sexy. Whether soccer moms, women working out or college students, all women in this age market have a need to be comfortable. It is always nice to feel comfortable and look cute, even if it's just exercising, lounging around or cleaning the house.

“Dolce & Gabbana’s branding story is about taking the nontraditional fashion consumer and demonstrating how they can be stylish and sophisticated in their own way.”[2]

Something like D&G, my label will show women who may not feel pretty in their loungewear that they can find loungewear that will. The lounge/sleepwear of my label is not only comfortable but also sexy and current. Instead of big, droopy t-shirts, my label will offer women better things to wear when running errands, going to the gym, etc, bringing style and sophistication into their apparel.

“He believed that by dressing in a particular style, he would be iconic in the manufacturing business.”[3]

I, kind of like Ralph Lauren, would dress very trendy and fashion-forward so that my customers would feel they can be fashion-forward when going out and working but they can be cute and comfortable when they are at home or on the go. By dressing fashionably, customers even with the best fashion sense could feel they connect with the clothing and the brand.

“She designed one herself and since then has redefined the concept of wedding dresses and the entire ceremonial package.”[4]

Like Vera Wang, my product idea came from a market that I wish was more available. A lot of the clothes at my brand will be designed for me and what I would like. However, I think that the loungewear market needs more attention and should be a great addition in the retail market.

“… Wang’s clients started to ask her to plan their weddings or to recommend certain types of accountrements for the event. So she started designing hard lines, among other things.”[5]

My brand has potential to go further than just loungewear. With some workout apparel incorporated with my collection, my brand could eventually sell tennis shoes as well as hook up personal trainers, yoga classes, pilates classes, gyms, etc. with those customers looking for one. Also, while selling loungewear, slippers are a possibility.

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[1] Brand/Story. Joseph Hancock. Chapter 2. Page 13.

[2] Brand/Story. Joseph Hancock. Chapter 4. Page 53.

[3] Brand/Story. Joseph Hancock. Chapter 3. Page 37

[4] Brand/Story. Joseph Hancock. Chapter 5. Page 74.

[5] Brand/Story. Joseph Hancock. Chapter 5. Page 78.

Final Project Step 1

What I Want To Produce

"“… if the goal is building a business for the long term, the first and most important component is to have a good product.”[1]

The product my label produces is comfortable women's sleep/loungewear. This collection includes comfortable nightgowns, boxer shorts, pajama & lounge pants and basic t-shirts and tank tops. This loungewear label offers women the type of clothing they want at home and on the go. Loungewear's popularity has been on the rise for years and is especially popular amongst young women. The label focuses on severe comfort and catering to what women want in their loungewear. The label's clothing will be made from cotton, modal and spandex, often combining the three. Each loungewear store will be located in select cities around the United States. 

“… the image a product projects defines it and its company, whom it appeals to, and the associations it conveys to the consumer.”[1]

“A good product is even better if it has a strong concept behind it and is made well.”[1]

“Branding, a crucial part of a business, follows after" [product choice] "and must respond to a product’s basic strengths.”[1]

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[1] Brand/Story. Joseph Hancock. Foreword. Page XVII. Thom Browne.