For my horoscope bracelets I am going to be aiming them towards females from the ages of 18 to 30. I want the bracelets to represent the inner female on the outside. It will not matter if she’s the bookworm or the cheerleader in high school, it will represent who she is today and who she has become. We all have inner traits that shine through our personalities and daily routines, and these bracelets will help that shine through her own personal style. “The connections between the consumer and product are made by providing a structure, method, and function for using a product.” (Joseph Hancock, Brand Story pg. 24)
Like what Joseph Hancock said, “These connections generate associations of identity and status in the consumer culture.” (Joseph Hancock, Brand Story pg 24.) I want my brand to identify to my customer who we are as a brand, and what our main goal is, and that is to connect to them through their own personal style. The bracelet is a representation of everything that embodies their personality.
In order for us to fully connect to our consumers, there is the much needed research that needs to be done. “The work of these researchers in the area of fashion branding can be combined to conclude that meaning, associations, emotions, and storytellings are the key ingredients for building fashion branding success.” (Joseph Hancock, Brand Story pg. 31) When merchandising or advertising for my product there needs to be a key concept that is easily understood by everyone. The emotions that will be unveiled and the storytelling behind the overall concept can’t be thought of overnight. Research on who our overall consumer is and what their daily lifestyle involves of are some of the key ingredients for our company to be successful.
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