Brand Report on

Brand Identity and Strategies of

Couverture & The Garbstore

Module Number- FRA120

Module Title- Brand Management
Student ID-
Table of contents

TABLE OF CONTENTS........................................................................................................................................................2
INTRODUCTION...............................................................................................................................................................3
BRAND IDENTITY AND STRATEGY FOR BEING UNIQUE.............................................................................................................3
THE BRAND IDENTITY AND STRATEGY USED BY COUVERTURE & THE GARBSTORE........................................................................4
CONCLUSION..................................................................................................................................................................5
REFERENCES...................................................................................................................................................................6

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Introduction
The level of competitive pressures within international and domestic fashion retailing industry
has been comprehensive and the success within the industry is mostly dependent on the
understanding of the customer perception and delivery of required brand messages and values in
efficient manners (Çifci et al., 2014). Unique positioning and understanding of customer
requirements along with a focus on developing a unique brand identity and a proposition can be
articulated towards achieving sustainability in effective manners. As the customers’ behaviour
and preferences have been changing on a constant basis, the focus from retailers has turned
towards generating unique brand position and identity to reflect its overall position and value
orientation. This is acuter in the perspectives of fashion retailing (Amatulli et al., 2016).

Brand identity and strategy for being unique

Brand identity can be attributed towards the visible elements that are the specific representation
used for the identification and distinguishing of the brand from its competitors in unique manners
within customers’ mind. It can be the symbol, inherited traits, design and specification that are
designed for stimulation of specific responses from the targeted customers or market segments
(McIntyre et al., 2016). Brand identity is specifically perceived by customers and it provides
scope for reflection of expectation, relationships that induce loyalty within customers’ mind
through inward and outward connection. In order to enhance the attraction and consistency
within the brand identity, the elements like clear communication of purpose and brand
positioning and understanding of the customers’ needs and requirements can be attributed to
higher significance (Crewe, 2016). However, the contexts of intensive competition within the
industry and changing macro environment has resulted in greater emphasis on developing
effective strategies for unique brand traits and brand identity. Different strategic orientation can
be used for developing a sustainable brand identity. The contexts of consistency and purpose
reflected within the brand identity must people oriented and customer focused along with an
emphasis on flexibility and involvement. Moreover, the understanding of the competitive
awareness can be attributed towards enhancing the positioning of the brand identity within the
marketplace (Park et al., 2015).

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The brand identity and strategy used by Couverture & the Garbstore
Couverture & the Garbstore has been specialised in the modern fashion and lifestyle fashion
retailing with store designed and oriented towards modern and eclectic fashion products and
accessories. The fashion retailer has been established during 2008 and it is housed in a three-
storeyed building in Notting Hill, Kensington Park road in Greater London. The premier
shopping destination sells womenswear, menswear, fashion accessories and home wear with
gentle and welcoming touch (Çifci et al., 2014). The fashion retailer expresses a sense of shop
independence philosophy through its efforts to championing its own labels with an emphasis on
carefully curated messages and collections. However, in addition to own labels, the wider
availability of international and cult brand within the store has rendered a powerful brand
identity. However, the larger collection and authentic touch within the shop has resulted in a
must destination for local families. The interior design within the store reflects modern
aesthetics. The brand reflections through quality and authenticity in terms of availability of
international brand, careful pricing and promotion aspects have resulted in a unique position for
the fashion retailer (Nobbs et al., 2015).

The contexts of concept store with a wider range of products mix have resulted in a focus on
meeting needs of the customers with the special value proposition. However, the brand has
effectively delivered its promises in unique manners with emphasis to its intended purpose and
focusing on success through relating its ability to provide a better value proposition to
differentiate from its customers. It reflects the commitment in value delivery with quality
implications (Amatulli et al., 2016). However, the inspiration and consistency within the fashion
retailer have resulted in greater emphasis towards quality and uniqueness. The brand efforts to
provide special offerings to customers that are not found in other stores has been challenging to
some extent. By effectively managing its inventory, the fashion retailer has ensured availability
of unique and original merchandise. Moreover, its value based offering renders a cohesive and
coordinated messages with an emphasis on reflecting attributes like brand recognition, resulting
in greater customer loyalty (Rashid and Barnes, 2017). The style guide of the fashion retailer
also provides a consistent delivery of its unique product ranges and services with an emphasis on
positioning the brand with positive value. The fashion retailer also induces the emotional aspects
through ensuring the partnership with the brand and developing closure connection, relationship

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based on value-oriented services and positive attitude. The level of connection with the
customers through belongingness in terms of meeting their requirements in unique manners have
been made possible through closer interaction. However, the ability to focus on the changes in
demand and market competition has provided the brand with the effective flexibility that
emphasises on the building and differentiating customers’ interests in efficient manners through
its inventory procurement and management (McIntyre et al., 2016). In addition to these, the
involvement of customers through social media and platform has enabled it to render a cohesive
message across the unique experiences of belongingness. The involvement of employers is
mostly ensured through effectively meeting the work expectation and clear delivery of
responsibilities and accountability. These have resulted in greater emphasis on achieving
coordination from employees to provide effective customer services. The understanding of the
market competition has been extensive in terms of their inquisitiveness to find out what others
doing in the sector and designing the brand experiences different from the competitors (Jary and
Wileman, 2016).

Conclusion
Understanding of the brand identity and its careful development can be used to emphasise the
brand’s uniqueness and culture in effective manners. Moreover, the value-oriented services,
traits, relationship building can be used to enhance the trust and establish a long sustainable
relationship with different stakeholders to achieve a greater return from the investment in brand
development and maintenance. In addition to these, the ability to effectively induce positive
instances within the brand identity can be used to position the brand in effective manners
(Crewe, 2016).

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References

Amatulli, C., Mileti, A., Speciale, V. and Guido, G., 2016. The Relationship between Fast
Fashion and Luxury Brands: An Exploratory Study in the UK Market. Global Marketing
Strategies for the Promotion of Luxury Goods, pp.244-265.

Çifci, S., Ekinci, Y. and Whyatt, G., 2014, July. A cross validation of consumer-based brand
equity (CBBE) scales in fashion retail industry. In 2014 Global Marketing Conference at
Singapore (pp. 1459-1468).

Crewe, L., 2016. Placing fashion: Art, space, display and the building of luxury fashion markets
through retail design. Progress in Human Geography, 40(4), pp.511-529.

Jary, M. and Wileman, A., 2016. Retail power plays: From trading to brand leadership.
Springer.

McIntyre, C., Melewar, T.C. and Dennis, C. eds., 2016. Multi-channel Marketing, Branding and
Retail Design: New Challenges and Opportunities. Emerald Group Publishing Limited.

Nobbs, K., Foong, K.M. and Baker, J., 2015. An exploration of fashion visual merchandising and
its role as a brand positioning device. Journal of Global Fashion Marketing, 6(1), pp.4-19.

Park, H.H., Jeon, J.O. and Sullivan, P., 2015. How does visual merchandising in fashion retail
stores affect consumers’ brand attitude and purchase intention?. The International Review of
Retail, Distribution and Consumer Research, 25(1), pp.87-104.

Rashid, A. and Barnes, L., 2017. Country of Origin: Reshoring Implication in the Context of the
UK Fashion Industry. In Reshoring of Manufacturing (pp. 183-201). Springer, Cham.

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