Brand Manual

Adelokun Adetun. Oluwapelumi

ELEGANTE BY ASHLEY
Contents

Our story/history…………………………………………………………………………..2

Why Building Brand Equity is Important to Our Success……………………………...2

The company’s mission……………………………………………………………………4

The company’s vision……………………………………………………………………...4

Brand Identity……………………………………………………………………………..5

Brand values……………………………………………………………………………….5

Brand Positioning………………………………………………………………………….6

What separates us from competition……………………………………………………..6

Fashion Scene in Brazil……………………………………………………………………7

Brand Image…………………………………………………………………………….….7

Brand Personality……………………………………………………………………….…8

Communication Strategy……………………………………………………………….…9

Target Market……………………………………………………………………………...9

Social media platforms……………………………………………………………………10

Social media effectiveness…………………………………………………………………10

References…………………………………………………………………………………..11

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Introduction

Our story/history

Every day, we make choices that impact the environment. From the food we eat to the way
we get around town, every decision has an effect on our planet. For fashion lovers, making
eco-conscious choices can be a little tricky. It can be hard to know which brands are
sustainable and which ones are just trying to cash in on the green movement. One brand that
has been committed to sustainability for over two decades is Patagonia. Patagonia was
founded in 1973 by Yvon Chouinard and his friend Doug Tompkins. The two men were
passionate about climbing and outdoor adventure, and they wanted to create clothing and gear
that could withstand the rigors of extreme sports. But from the beginning, Patagonia was also
committed to sustainability. The company used recycled materials whenever possible and
developed innovative ways to reduce waste in their manufacturing process."

"In 1993, Patagonia launched its Worn Wear program , which encourages customers to repair
their worn out clothes rather than buying new ones . The program offers free repairs for any
item purchased from Patagonia (and some items bought elsewhere) as long as it’s still within
warranty . This commitment not only reduces waste but also helps keep products out of
landfills Today, Patagonia is still leading the way when it comes to sustainable fashion . In
addition its Worn Wear program , the company uses organic cotton , recycled polyester , Fair
Trade Certified wool , down insulation made without cruel practices like live-plucking or
force-feeding ducks , waterless dyeing processes

Why Building Brand Equity is Important to Our Success

Building brand equity is important to fashion business success because a strong brand can
help businesses attract and retain customers, which leads to increased profits. In order to
build a successful fashion business, it is important to create a recognizable and trusted brand.
Customers are more likely to do business with companies they know and trust, so businesses
need to invest in creating a strong brand (Mogaji, 2021).

Creating a recognizable and trusted brand takes time and effort, but it is worth the
investment. A well-knownbrand can help businesses attract new customers as well as keep
current ones loyal (Lahne Cecile, 1999). Additionally, when consumers see or hear about a
company’sbrand , they are more likelyto remember itand be interested in what the company

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hasto offer . Branding also helps businesses stand out from their competitors . By building
upa positive reputationand creating an attractive logoand slogan , companies can set
themselvesapart from the rest of the pack .

A successful fashionbusiness relies on more than just good products; it also needs amarketing
strategy that will get people talking about itsbrand . Building upa strongbrand equityis one
way tomakethat happen (Srivastava & Shocker, 1991) .

There’s no question that building a strong brand is important to the success of any business,
but for fashion businesses in particular, it’s essential. Brand equity is what allows customers
to identify your products and services with a certain level of quality and trust. It can also help
you attract new customers, retain existing ones, and command higher prices.

But how do you go about building brand equity? It starts with creating a clear and consistent
message about who you are as a company and what you stand for. Your marketing materials
– from your website to your social media presence to your advertising – should all be aligned
with this message. You also need to make sure that the quality of your products and services
lives up to the expectations that your branding sets forth. Finally, customer service is key;
make sure that you are responsive and attentive to any questions or concerns they may have.

Building brand equity is important to fashion business success because a strong brand will
attract customers, which in turn will result in higher profits. A well-known and respected
brand commands a premium price for its products and services, and customers are more
likely to return again and again. Brand equity can also help businesses expand into new
markets by making it easier to break into those markets with an established reputation.

Creating a powerful brand takes time and effort, but it's worth the investment. The first step is
developing a clear vision for the future of your company and then communicating that vision
consistently to all stakeholders. Next, you need to create high-quality products or services
that deliver on your promise while also meeting customer needs. Finally, you must be
relentless in your efforts to protect and enhance your brand's reputation.

If you can build a strong foundation based on these principles, then your fashion business will
be poised for success!

The company’s mission

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The mission of a brand showcases the intention and the goal of a brand (Bowen, 2018). The
mission of my eco-friendly fashion company is to provide sustainable, stylish, and affordable
clothing to consumers. We use recycled materials whenever possible in our manufacturing
process, and we work with suppliers who share our commitment to the environment. We are
also dedicated to educating our customers about the importance of sustainability, and we
hope to inspire them to make more environmentally responsible choices when it comes to
their wardrobe.

From the Ground Up’s mission is to make fashionable, affordable clothing that’s also eco-
friendly and sustainable, starting from the very beginning of the production process. With
their focus on using recycled fabrics and other eco-friendly materials, they’re creating new
and original fashion while sticking to their values of sustainability and affordability. How do
they do it? This Eco-Friendly Fashion Brand Reveals Their Secrets, so you can learn how to
start your own sustainable fashion brand too!

sustainable eco-friendly materials, without comprising style. They are committed to working
with responsible manufacturers that have safe and fair working conditions for their
employees. The end goal is to provide the customer with quality items that will last, rather
than fall apart after a few washes or wears.
This fashion brand wants to change the way people view clothing. Too often, people see
clothing as something that needs to be replaced often, and as a result, many items end up in
landfills. This company wants to show that clothing can be made from sustainable materials,
without comprising style. They are committed to working with responsible manufacturers
that have safe and fair working conditions for their employees.
The company’s vision

The vision of a brand is an essential brand of brand marketing and intentions (Fitzsimmons et
al., 2022). My vision for my fashion company is to create a unique and sustainable brand that
represents the everyday woman. I want to provide stylish and affordable clothing that makes
women feel beautiful, confident, and empowered. My goal is to build a community of strong
women who support one another, regardless of their age, size, or background. In order to
achieve this vision, I will focus on creating a positive and inclusive environment within my
company where everyone feels welcome and valued. I believe that by empowering women
through fashion, we can help them realize their full potential both professionally and
personally.

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There is no doubt that the fashion industry has a negative impact on the environment. The
production of clothing requires huge amounts of energy and resources, and results in massive
amounts of waste. This is why I have decided to start my own eco-friendly fashion company.

My company will be different from traditional fashion companies in several ways. First, we
will only use sustainable materials that are environmentally friendly. Second, we will produce
our clothing locally, using as little energy as possible. And third, we will recycle or compost
all of our waste products.

I believe that my eco-friendly fashion company can make a real difference in the way people
view fashion and its impact on the environment. I urge you to support my company and help
us make a difference!

Brand Identity

The brand identity of my eco-friendly fashion company is one that is built on trust,
sustainability, and innovation. We are a company that believes in making a difference in the
world by creating sustainable fashion products. We are committed to providing our customers
with high-quality, eco-friendly products that they can trust. Our goal is to make it easy for our
customers to make sustainable choices and help reduce their environmental impact.

Brand Values

The value of a brand goes a long way to communicate the focus and the sustainability rate of
a brand in the global market (de Chernatony, 2015). My eco-friendly fashion company has a
strong brand identity. We are known for our stylish and sustainable clothing. Our clothes are
made of organic cotton and other sustainable materials. We use natural dyes and low-impact
production methods.

Our brand is based on three core values: sustainability, style, and social responsibility. We
believe that it is possible to be stylish and environmentally responsible at the same time. Our
goal is to help people connect with their environment through fashion.

We are committed to using sustainable materials and practices in our manufacturing process.
We work with local artisans who use traditional methods of textile production that have been
passed down for generations. This helps us preserve these age-old traditions while promoting
sustainability awareness."

Brand Positioning

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My eco-friendly fashion company is committed to sustainability. We use natural materials
and sustainable production methods to create our fashion line. We are also dedicated to social
responsibility, and we work with local artisans in developing countries to help promote their
traditional crafts.

Our brand positioning is based on three key principles: sustainability, social responsibility,
and artisanal craftsmanship. These principles guide everything we do, from the design of our
products to the way we conduct business. Our goal is to create beautiful clothes that are
environmentally friendly and ethically made.

We believe that fashion can be both stylish and sustainable, and we hope that our company
will inspire others to adopt more environmentally responsible lifestyles. There are many
reasons to love my eco-friendly fashion company. We focus on creating beautiful, sustainable
clothing while educating our customers about the importance of environmental awareness.
Our brand positioning is all about promoting a healthy planet and helping people feel good
about their style choices.

We use organic cotton and other natural materials whenever possible, and our clothes are
designed to last for years. By shopping with us, you’re not only supporting a sustainable
business model – you’re also making a statement that you care about the environment too!

What separates us from competition

There are many reasons to buy eco-friendly fashion, but what separates my company from
the competition is our focus on quality. We use only the highest quality materials and
construction techniques, ensuring that our products last for years. In addition, we offer a wide
range of styles and sizes to suit everyone’s needs.

First, we use sustainable materials whenever possible. Our clothes are made of natural fabrics
like cotton and linen, which require less water and energy to produce than synthetic materials.
We also avoid using harmful chemicals in our production process, so our clothes are safer for
you and the environment.

Second, we focus on quality over quantity. We believe that fewer well-made items last longer
and look better than a closet full of cheap clothes that fall apart after a few washes. By
choosing an eco-friendly fashion company like ours, you can be sure that your clothing will
last for years to come.

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Our commitment to sustainability extends beyond just using eco-friendly materials. We also
work with local artisans and manufacturers whenever possible, helping to support the local
economy. And we donate a portion of our profits to environmental charities, so you can feel
good about your purchase knowing that you’re helping make a difference in the world.

So if you’re looking for stylish and sustainable fashion options, be sure to check out my
company!

Fashion Scene in Brazil

Brazil is a country that is known for its beautiful people, stunning beaches, and vibrant
fashion scene. The Brazilian fashion industry has been booming in recent years, with new
designers and brands emerging all the time (Rüthschilling, 2019). While there are many
different aspects of Brazilian fashion that are worth exploring, I would like to focus on the
street style scene specifically.

Street style in Brazil is incredibly unique and diverse. You can find everything from edgy
rocker looks to ultra-feminine outfits down Copacabana beach. What's really amazing about
Brazilian street style is how creative the locals are when it comes to putting together their
outfits. There's no shortage of color or personality in Brazil's fashion scene!

If you're looking for some inspiration on how to dress like a local while traveling in Brazil,
here are a few tips: first off, don't be afraid to mix and match prints and colors; secondly,
think outside the box when it comes to accessories (chunky jewelry, colorful headscarves
etc); finally, always keep your sense of fun & adventure alive!

Brand image

There are many fashion companies in the world, but only a few of them focus on being eco-
friendly. My company is one of those few, and I believe that our brand image is one of the
best.

Our clothes are made out of organic cotton and other sustainable materials, which means that
they are good for both you and the environment. We also use recycled packaging whenever
possible, and we work with factories that have high environmental standards.

I believe that our commitment to sustainability makes us stand out from the competition. Our
clothes look great and they're good for you AND the planet – what's not to love? I think more

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people should start shopping with us so that we can make a bigger impact on the fashion
industry as a whole.

What makes my company stand out from the competition is our commitment to quality. We
never sacrifice style for sustainability, and we believe that eco-friendly fashion can be just as
chic and trendy as any other type of fashion. Our customers appreciate our dedication to both
the environment and good design, and they continue to come back for more!

If you're looking for a fashionable, sustainable brand, then look no further than my company!
We offer a wide range of products that are perfect for any occasion, and we always put the
environment first. Thanks for considering us!

Brand Personality

The posture and methods of corporate brand personality determines the evolution and ability
of a brand to meet up with the demands of the 21 st century (Keller & Richey, 2006).There’s a
new eco-friendly fashion company on the scene, and it’s turning heads. This company is
different than any other in the industry, because its brand personality is one of environmental
consciousness and social responsibility. Everything about this company screams green – from
the materials used to make its clothes to the way it packages and ships them.

But what really sets this company apart is its commitment to giving back. It partners with
organizations that work to protect our planet, such as Greenpeace and The Nature
Conservancy, to help fund their important work. And it donates a portion of each sale to these
organizations, so shoppers can feel good knowing their purchase is helping make a
difference.

This company isn’t just about looking good – it’s about doing good too. Its message of
sustainability and social responsibility resonates with today’s conscious consumer, who
wants to buy products from brands that share her values (Cuong, 2020). So if you want style
with a conscience, check out this eco-friendly fashion company!

Communication Stategy

There are many reasons to care about the environment, but one of the most important is that
our actions have a direct impact on it. We can all do our part to reduce our environmental

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impact by making small changes in the way we live. One way I’ve chosen to do this is by
creating an eco-friendly fashion brand.

My strategy for communicating this message involves using a variety of channels, including
social media, my website, and word-of-mouth. On social media, I post images and videos of
my products with text that explains why they are environmentally friendly. My website also
has detailed information about my products and how they help preserve the environment. I
talk about this with friends and family members whenever possible, so they can spread the
word too!

I believe that if more people knew how easy it is to make eco-friendly choices in their
everyday lives, they would be more likely to do so. By using a variety of communication
channels, I am confident that my message will reach as many people as possible

Target Market

Discovering a marketing space or target market is a paramount step in brand marketing and
sales (Mulders, 2019). There is no doubt that the fashion industry has a negative impact on
the environment. The production of clothing requires vast amounts of energy, water and
natural resources. Toxic chemicals are often used in the manufacturing process, and when
clothes are thrown away they end up in landfills where they release harmful gases into the
atmosphere.

Fortunately, there are now many eco-friendly fashion brands that produce sustainable
clothing made from organic materials. My eco-friendly fashion brand targets women who
care about the environment and want to make a difference by wearing stylish clothes that
don't damage our planet.

Our garments are made from certified organic cotton and other sustainable materials, such as
bamboo viscose and recycled polyester. We use low-impact dyes which do not contain any
harmful chemicals, and all our packaging is biodegradable or recyclable.

We believe that it's not enough to just be environmentally conscious during the design
process - we also need to focus on how we can reduce waste throughout every stage of
garment production. For example, our clothes are designed for longevity so they can be worn
again and again instead of being discarded after a single use .

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Ultimately, we hope to inspire people to think more consciously about their choices when it
comes to fashion, and show them that it's possible to look good AND do good at the same
time!

Social media platforms

There are many different eco-friendly fashion social media platforms to follow. The key is to
find the ones that align with your personal values and interests. Here are three of my
favorites:

1) @green_fashion_daily is a great resource for up-to-date information on sustainable fashion

news, trends, and events. They also have a blog where you can read in-depth articles about
various aspects of eco-fashion.

2) If you're looking for inspiration, check out @ecofashionweek's Instagram account. They
feature photos of stylish sustainable outfits from all over the world. And if you want to see
more than just pictures, they also have videos of runway shows and other events related to
eco-fashion.

3) For a platform that focuses specifically on ethical clothing brands, check out
@ethicalbranddirectory_. They list companies that meet specific ethical criteria such as using
organic materials or paying their workers a living wage."

Social media effectiveness measurement

There is no question that social media has become an integral part of the way businesses
communicate with their customers and potential customers. However, one of the questions
that business owners often ask is how effective their social media campaigns are in terms of
generating sales or leads. While there are a number of tools and services available to help
measure the effectiveness of social media campaigns, many businesses find it difficult to
determine which ones provide the most accurate measurements (Fernandez, 2018).

One way to measure the effectiveness of a social media campaign is to look at how much
traffic it generates on your website. This can be done by using Google Analytics or another
web analytics tool. Another way to measure effectiveness is by looking at how many leads or
sales were generated as a result of your campaign. This can be done either by tracking links
in your posts that lead back to your website or through other online marketing tools such as

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SalesforceIQ or HubSpot . Finally, you can also use engagement metrics such as likes, shares,
and comments on your posts to get an idea about how popular they are among users .

While there are a number of ways to measure the effectiveness of a social media campaign,
not all methods are equally reliable . For example, measuring website traffic may not be very
accurate if most people who visit your site do so through referrals from other websites rather
than directly from social media platforms . Similarly, measuring leads and sales generated
from online sources may not give you an accurate picture if people who buy from you do so
offline In order to get an accurate measurement of the effectivesness of your social media
campaigns you need to use a comnination of metrics and test them against each other to find
what works best for the business.

References

Bowen, S. A. (2018). Mission and vision. The International Encyclopedia of Strategic

Communication, 1–9. https://doi.org/10.1002/9781119010722.iesc0111

Cuong, D. T. (2020). The impact of Brand Experience Dimensions on attitudinal loyalty and
behavioral loyalty of Motorcycle Brands. Journal of Advanced Research in Dynamical
and Control Systems, 12(SP3), 682–690.
https://doi.org/10.5373/jardcs/v12sp3/20201307

de Chernatony, L. (2015). Brand values. Wiley Encyclopedia of Management, 1–1.

https://doi.org/10.1002/9781118785317.weom090030

Fitzsimmons, A. B., Qin, Y. S., & Heffron, E. R. (2022). Purpose vs mission vs vision:
Persuasive appeals and components in corporate statements. Journal of Communication
Management, 26(2), 207–219. https://doi.org/10.1108/jcom-09-2021-0108

Keller, K. L., & Richey, K. (2006). The importance of corporate brand personality traits to a
successful 21st century business. Journal of Brand Management, 14(1-2), 74–81.
https://doi.org/10.1057/palgrave.bm.2550055

Låhne Cecilie. (1999). The consumer decision process for the Astra on the German market:
The impact of customer based Brand Equity. Syddansk Universitet.

Mogaji, E. (2021). Brand equity. Brand Management, 159–180. https://doi.org/10.1007/978-

3-030-66119-9_8

Mulders, M. (2019). Target marketing. 101 Management Models, 350–352.

https://doi.org/10.4324/9781003022022-96

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Rüthschilling, E. A. (2019). Sunshine on a Cloudy Day. Global Perspectives on Sustainable
Fashion. https://doi.org/10.5040/9781350058170.ch-001.1

Srivastava, R. K., & Shocker, A. D. (1991). Brand equity: A perspective on its meaning and
measurement. Marketing Science Institute.

Fernandez, L. (2018). Measuring Social Media Effectiveness. Social Media Strategy: Tools
for Professionals and Organizations, 175–196.
https://doi.org/10.4135/9781071801338.n13

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