Brand Guide Table of Contents § Brand Introduction § Brand Manifesto § Brand Story § Brand Character § Brand Voice and Tone § Brand Identity Colors § Brand Identity Pattern § Target Market § Brand Imagery Who we are We are value driven, creative, and responsible fashion company. For us, every customer matters, thus, our culture, value and guidelines reflect the heart and soul of our brand. What we believe in ØWE BELIEVE IN PEOPLE ØWE BELIEVE IN CONSTANT IMPROVEMENT ØWE ARE ONE TEAM ØWE BELIEVE IN ENTERPRENEURIAL SPIRIT ØWE BELIEVE IN KEEPING IT SIMPLE ØCONS CONSCIOUS In all we do, sustainability is our core value; it is our natural part. – Why Are We Here And Why We’re Different ØAt H & M we deliver business concept in fashion and quality services at the best price, to everyone ØMore importantly, we do so in a sustainable manner , not just for today, but also tomorrow and in future. Ø We Have A Never-ending Passion For Fashion Brand Character Personality: Visual: ØTrendy ØFashionable ØYoung ØTip to date ØExclusive ØUnique ØStylish Brand Voice and Tone ØWe are enthusiastic ØOur Voice Is Focused On “The Fun Of Fashion” Example of our tone ØStraight from Fashion Heaven ØGet In Fashion ØUK Will Never Sleep Again § How we reflect ourselves ØBrave ØConfident ØFun ØEnthusiastic ØBold Brand Identity Colors Our identity colors are RED and WHITE ØThe bright share of red makes the logo standout. ØThese two colors in the brand signifies youthfulness and entry Brand Identity Pattern § H&M Patterns are Simple, with nothing but two Letters, and an ampersand between these Letters. The letter H&M stands for Hennes & Mauritz. By using these two letter, the brand identify becomes simple and but also mysterious. Target Market ØWe happily serve 62 countries worldwide. H&M targets consumers who see shopping as a fun activities. This demographic is always interested in the latest fashion trends, and they also have a lot of income at their disposal. Also targets lower and middle-class people since most products are pocket-friendly. Brand Imagery – Locations are varied and it’s based on the nature of the collection. It includes open-air places and designed backgrounds. – The branding & product details to be in sharp focus and the background to be blurred. – Models are from different ethnic backgrounds. Social Media Plan 1 Executive summery 2 SITUATION ANALYSIS | State of the Brand Mission Statement For H&M, its mission is to create a long-lasting change that is positive and improving the lives of people by making investments in communities through the use of innovative ideas. Marketing Mix: Product | Price | Place (Distribution) |Promotion In terms of the product, the core offerings and categories of the company include accessories and clothing such as ike pants, vests, and jeans for women, men, and kids, in addition, to H&M Home. The main focus is to offer quality and trendy fashion. For the place, H&M has many outlets where the client can find their products. There are 4,958 stores in 62 countries worldwide. Apart from that, the company has invested in selling its product online and then making a delivery to the client. As well, there is the price whereby this company has adopted a broad pricing strategy that aims at taking care of consumers from all economic classes. Their price point in general are $4.99- 350 for clothing, and accessories, while Home accessories ranges between $2.99 -499. On different occasions, the company does give discounts to its clients. Lastly, it is promotion whereby the company has made use of electronic media such as television to market its products.
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