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jorjathomas · 3 years

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FAS3002- Lifestyle

As we are coming towards the end of this course, this being the third project launch, I am determined to keep my standard of work high aswell as being open to new skills. I believe this course isn't independent this time around enabling me to share ideas with other students. The aim of this course is to create a brand based of trend research and present this brand to the class. It is important when creating this that we convey how the shifts in the world currently has impacted the fashion industry. This will be very interesting to cover given the global pause on normality. I think I would love to include something like this in the work I produce within this module.

Before starting the week again, we were set with an activity to complete prior to the module launch. We have been asked to research two or three brands which we find inspirational and to analyse the brand and its intentions with a customer. It took me some time to find brands that not only interested me but also reached a different target audience so I could differentiate the brands. I decided to look at the brands The Ordinary, Tesla and Etsy as these all have different messages and identities to the shopping world. Below I have discussed the different answers which we were asked on Moodle.

1. The Ordinary Skincare

quote: “Everyone ages, everyone gets their fine lines and wrinkles, and at the end of it all, we own it! We want you to own your skin and feel confident no matter what stage in life you're in. You're never too young or too old to be bold.”

What is the Brand’s Identity? -Their main focus is to deliver the best products for a persons skin. They don't spend too much money on their aesthetics and product designs as their honesty and integrity is was draws a customer in. they cut straight to the point with their products explaining what ingredients are in the bottle and why they are beneficial. I like this brand as they don't add any fragrances or other sort of junk which you could find in other products, as a customer myself they are perceived as genuine towards looking after their audiences skin. Below is a description of their narrative which I found off their website.

“The brand was created to celebrate integrity in its most humble and true form. Its offering is pioneering, not in the familiar technologies it uses, but in its honesty and integrity. The Ordinary is born to disallow commodity to be disguised as ingenuity. The Ordinary is "Clinical formulations with integrity"”.

Product - The ordinary sell a range of different skincare products and makeup such as cleansers, direct acid serums, hair care products, oils and sun care. This brand interests me as their intentions are so pure which I wish could occur with every brand. The general pricing of these products differ from £3- £30 maximum. this widens their target audience as this is quite affordable for skincare. I discovered this brand when a skin care influencer called SkincarebyHyram on YouTube rated these products and recommended some of their products. There wasn't any ad agreements which happens often with influencers, but these intentions were pure which caused a lot of these products being difficult to by as they were so popular. The iconic items would be the Niacinamide and Zinc serum and the AHA blood face mask. These products received many good reviews and I think represents this business.

Price - As their items are cheaper than the standard range of skincare which could be £30+, I was doubtful with were they sit in the market. However coming across multiple articles explaining the most popular brands, The Ordinary was always in the top 5 answers. As every other brand they have competitors which are specific to their business. As this brand is organic, it reduces the amount of other brands they have to compete with. Their competitors are brands such as Revolution skincare and The Inkey list which advertise their products in the same way as this brand.

Place - This brand sells in a range of different places. They have their own website which you can buy online but they also have a small amount of stores across the country. Majority of their products are placed in department stores which is where I found the brand. This is probably the most common place for their products to receive sales.

Promotion - As discussed earlier, they don't advertise their products as much as other brand would. Keeping things as minimal as possible with the standard white and black designs so customers can gain knowledge of the products rather than liking the smell or colour of the product. I think they are very smart with this as most brands have developed a new way of promoting their products with bright colours and other forms of marketing which could interest a customer however The ordinary strips back all of these techniques and uses its products ingredients and intentions as a way of promotion. Below is an example of their honesty which I believe is a good way of promoting their brand.

“The Ordinary, are free of parabens, sulphates, mineral oil, methylchloroisothiazolinone, methylisothiazolinone, animal oils, coal tar dyes, formaldehyde, mercury, oxybenzone. If you have questions about any ingredient that we use, please reach out to us and our lab will provide a response. DECIEM does not test on animals and does not pay others to do so. For this reason, none of our brands are sold in mainland China since such sales require animal testing for registration purposes.”

Customer - I think that their target market is widely diverse due to the range of different products. Each customer has a clear intention when buying these products whether that's heathier hair or to healthier skin. I have noticed a lot of young adults use this brand as they are good products to reduce certain skin conditions which are common for this age range such as acne. I would say their audience is mainly 16-30 year olds however it wouldn't surprise me if their audience was wider than this market.

2- House of Sunny

What is the Brand’s Identity? - House of Sunny is a fashion organization producing womenswear. Majority of their clothing range are bright colours I barely see many dark pieces making this aesthetic very uplifting and ideal for the summer. despite this they state that their pieces are “Designed for an easy everyday, each product is carefully crafted to become the perfect addition to elevate any wardrobe which can transition through the seasons.”

Product - Majority of their key stock is their patterned knitwear and dresses but they also sell tops and other womenswear. Their key pieces would most defiantly their patterned knits both being cardigans and jumpers, I gained a personal interest in these pieces as they require so much more attention than a standard block knit. Their iconic item would be the Hockney dress which was grew popular when worn by the supermodel Kendal Jenner.

Price - As their brand doesn't aim to be fast fashion and doesn't create a mass amount of products, their products are much more sustainable and are on the higher end of the market. I don't know if this price range is expensive or we have just been accustomed to unreasonable and cheaper products. I think these pieces value the price they set when I read their intentions on their website. Their knitwear range from £80+ and similar with other products. I haven't seen any of their stock go over £100 despite this. Majority of their pieces are set at the same price.

Place -When researching, I didn't realise they sold their products in online department stores like ASOS and Urban Outfitters. They don't have any physical stores and all of their brand is based online which is a much more achievable way or selling clothes due to the current up rise in online shopping.

Promotion - Like majority of their womenswear competitors, they use social media as a main contribution to reaching their customers. As this is online it is important they do this successfully to achieve a good amount of their target market. With the help of ambassadors, influencers tagging the brand when wearing the clothing and other marketing techniques, they reach new customers, like me, often. I also believe they pay for social media adds based on demographics and the activity of a persons social media data.

Customer - Being a womenswear shop I should assume their audience consist of women however with new society norms, I would say this brand can be unisex also. I also think the demographics might be of a younger audience being they are online. Also because they aren't a fast fashion company they aren't as well known as easier to find if someone was browsing on the web. I think a younger audience are more likely to come across this brand as they spend a longer amount of time shopping online than an elder may be. Despite this I think House of Sunny don't cancel out any specific characteristics or data of a customer making this brand diverse and suitable for anyone who likes their items. This approach to fashion and their overall message is what I find inspirational about this brand which is why I wanted to research about it.

3- Etsy

What is the Brand’s Identity? - Etsy is a online marketplace website and app focused on handmade or vintage items and craft pieces sold by small business. These items fall under a wide range of categories, including jewelry, bags, clothing, home décor and furniture, toys, art, as well as craft supplies. This is a great place for starting business to sell products which may not be as reached if it was elsewhere.

Product - As this is like an amazon, selling many brands, there isn't any key prices as it depends on the sellers price range. However based of what majority of my history of the site I would say the price range is reasonable being £10+ with the products I buy. This could be things like personalised gifts or handmade accessories. I would agree in saying a lot of the key items would consist of personalised items and illustration designs.

Price - As said before their price range is quite diverse, I would consider this as an advantage as they are able to attract a different class of people which more department brands might not be able to achieve. Despite this the website receives a certain percentage of the fee a business would make on their site as they are advertising it to an extent, which could cause a brand to increase their product prices so they can receive more profitable income. I would say their competitors would be Depop, Ebay and Amazon as they all allow the public to sell particular items for customers.

Place - This shop is completely online and is also accessible through the app for an audience who use the site much more frequently.

Promotion - Personally I don't think Etsy itself uses many promotional techniques as they aren't selling anything however they may have some marketing techniques which could reach a small business owner and interest them in wanted to sell their brand on the site. I think the relationship between Esty and their own customers being the business owners need to balance each other well to achieve successful promotional techniques. For example a business owner would promote their products well in which they say where to find their products, being Esty. this not only engages the customer too look at the brands products but they are now on the Etsy site so they are most likely to look at other items on the site aswell or even interested in selling their own range of stock aswell. I think this is smart way of advertising their brand and what makes Etsy so successful.

Customer - As their price range consists of both expensive and cheap items the brand reaches a wider audience. The businesses which use this website differentiate from one another creating a wider audience. for example one business may sell building tools and another may sell personalised jewelry which brings a range of different customers to the site. Overall I think this organisation is a very good space to enable businesses to grown their own platform and enable them to create their own brand aswell as profiting from their income from the purchase of their products.

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