1. Selecting a Customer
The customer who is selected as a target for the new brand is Doris, the 27-year-old woman who was pegged as a ‘shop-a-holic’. From the description, Doris is always on the look-out for things to shop and the only other activity aside from shopping is staying fit. As such, she is dynamic, single, and has work to support personal needs. Doris therefore fits the profile of the target client whose personality would fit the features and function that the product and brand would project .
2. Appropriate product or apparel for the customer
Since Doris is health conscious buyer, as evidenced from the statement that apart from shopping, she spends time engaging in physical fitness activities (running at Central Park or working at the gym), the apparel that would be appropriate is a physical fitness apparel or fitness clothing for women. It was mentioned that Doris’ weakness are high end designer brands. As such, it would be challenging to compete on other types of clothes for women with a new and unknown brand for Doris.
3. Naming the brand
The proposed is ‘Contour’ to emphasize the fitness clothing’s ability to assist in molding the shape of the body in the desired or intended proportions. Likewise, the brand name is easy to remember and is associated with the transforming or molding shape of the body into a desired form. As such, the brand name is also synonymous with the objective of physical fitness which is the promotion of good health. In sum, the proposed brand name fits the criteria set for an effective brand name, specifically in the following areas: easy to remember and pronounce, appropriately significant, anticipates growth, works with various media options, and currently available to be trademarked .
Works Cited
Hameide, Kaled K. Fashion Branding Unraveled. New York: Fairchild Books, 2011. Print.
