VEIL

The ultimate choice

WELCOME TO OUR PRESENTATION

 ASSIGNMENT ON :
DEVELOP AN APPAREL BRAND

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 BGMEA UNIVERSITY OF FASHION &
TECHNOLOGY (BUFT)
SUBMITTED TO: DEPARTMENT: APPAREL MANUFACTURING & TECHNOLOGY (AMT)

ISHRAT JAHAN NADIA (IJ) COURSE TITLE: FASHION MARKETING

Assistant Professor , Dept. of Apparel Manufacturing & COURSE CODE: BUS3203
Technology (AMT)
Email: ishratjahannadia@buft.edu.bd DATE OF SUBMISSION: DECEMBER 30, 2021
BGMEA University of Fashion & Technology (BUFT)

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PARTICIPANTS VEIL
The ultimate choice

MD. NAZRUL ISLAM HISHAM SAZZAD KAYES APURBO KHAIR S.M. ZAKARIA
RAJ CHOWDHURY
191-066-101 191-075-101 191-063-101 191-051-101 191-070-101

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BRAND NAME
&
LOGO

VEIL
The ultimate choice

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BRAND DESCRIPTION
UNIQUENESS PERCEIVE TO APPAREL
• Basically it’s (VEIL) a synonym
of Covering.
• I chosen this brand name
because, as we know Covering
refers to the apparel/clothing.
VEIL
The ultimate choice
• This brand cynosure’s apparels • This name aspects the
quality would be uniform as like psychological factor of
the apparel/clothing. uniformity- which will attract
the consumers.
• So this is the reason of
choosing this name.
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BRAND MANTRA
UNIQUENESS PERCEIVE TO APPAREL VEIL
The ultimate choice

UNIQUENESS PERCEIVE APPAREL

Emotional Modifier Descriptive Modifier Brand Functions

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 DEVELOPED THE MANTRA

• This mantra represents the whole brands

positioning, what triple distillation is to liquor – BRAND MANTRA
they both remove the impurities , refining and
simplifying to an essential form. So I develop the UNIQUENESS PERCEIVE TO APPAREL
mantra by bringing some part of purification
process like poetry and its become the DNA of my
brand .Technically, most of brand loses their
apparel products quality day by day. Our apparel
brand “VEIL” will not loose its uniformity, no
matters how long it stays at its peak. That’s why
we choose to have this mantra. And there are 4
steps which are in the next slide.

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DEVELOPED THE MANTRA
UNIQUENESS PERCEIVE TO APPAREL
VEIL
The ultimate choice

SHARE KNOWLEDGE IDEATE

• I started having my team review
the points of difference and
points of party.
• It’s focusing on the key
points.
• It’s an inspiration to the both
internal organization and the
brand community.

SHARE & DISCUSS VOTE

• I have develop the mantra by • This mantra was elected by all
sharing and discussing with my off our members.
team .
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BRAND IDENTITY PRISM
UNIQUENESS PERCEIVE TO APPAREL

• BRAND IDENTITY PRISM IS A SIX-ELEMENT MODEL

THAT REPRESENT THE IDENTITY OF A BRAND AS A
WHOLE.

 FOLLOWING ARE THE ELEMENTS OF THE BRAND

IDENTITY PRISM:

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BRAND IDENTITY PRISM
UNIQUENESS PERCEIVE TO APPAREL
PHYSIQUE
Describes the physical characteristics of
brand—that is, everything your customers
can visually perceive about me. Logo, style
guide, iconography, color palette, and the
presentation of the product itself all go
into this category.
SELF-IMAGE
Self-image is how customers visualize their
ideal selves. Understanding this allows
brands to cater to their customers more
effectively. Consider how their purchases
and interactions with improve their lives.
VEIL
The ultimate choice
PERSONALITY CULTURE
If physique is the face of brand, personality is Culture is brand’s origin
story. Where was brand
the voice. Your brand personality not only
addresses what say but how say it, and it is born? Where does it live?
What is the belief system
not limited to verbal communication.
and values it ascribes to
and why?
REFLECTION RELATIONSHIP
Reflection describes who want customer to Relationship is the
be. Who would ideally like to reach? engagement between a
Specificity is key here. For a company that is brand and consumers. This is
selling biodegradable cosmetics products, it about more than a monetary
could be working women in their 20s who transaction: think about how
live in cosmopolitan areas and adhere to a brand maintains a healthy
vegan diet relationship with its
customers from the initial
interaction to the after
purchase period.
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BRAND IDENTITY PRISM
UNIQUENESS PERCEIVE TO APPAREL VEIL
The ultimate choice

Picture of Sender

PHYSIQUE PERSONALITY

 Extremely Gorgeous male &  Posh

female wear.  Super Stylish
 A blue logo with black  Gorgeous
background, reflect the royal class  Conservative
vibe.  Casual

INTERNALISATION
EXTERNALISATION

RELATIONSHIP CULTURE
 High quality  European, International,
 High price Exoticism, Exclusive, Party
 Trustworthy wear.
 Luxurious identity.

REFLECTION SELF-IMAGE

 Expensive  Stylish
 Aesthetic  Posh
 Classy  Luxurious
 Unique

Picture of Receiver
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 VEIL
BRICK & MORTER RETAILER The ultimate choice

Brick and mortar refers to a physical

presence of an organization or business in a
building or other structure. The term brick-
and-mortar business is often used to refer to
a company that possesses or leases retail
shops, factory production facilities, or
warehouses for its operations.

Example :CHANEL

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BRICK & MORTER RETAILER VEIL
CHARACTERISTICS The ultimate choice

 Regular customers develop a  Many small retailers allow

 They have a physical location
bond with the sellers over their frequent buyers to
in a building.
time. purchase goods on credit.

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 VEIL
CLICK & BUY RETAILER The ultimate choice

A click-and-buy business model is based

on investing in both a physical and
online presence. Click and buy models
are becoming increasingly popular as
consumers seek to buy products online
and off and to examine products offline
before buying them online.

Example : AMAZON.COM

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 VEIL
BRICK & CLICK RETAILER The ultimate choice

Bricks and clicks, or Omni channel retail

strategy, is a jargon term for a business
model by which a company integrates
both offline and online presences,
sometimes with the third extra flips.
Many retailers also offer telephone
ordering and mobile phone apps, with
most providing telephone sales support.

Example :GUCCI

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DIFFERENCE IN THEIR VISUAL MERCHANDISING VEIL
The ultimate choice

BRICK & MORTER CLICK & BUY BRICK & CLICK

• In click & buy retailing system • In brick & click retailing

• In brick & morter retailing
buyers have to buy the product system buyers can buy the
system buyers can come and
from online Buyers have to buy product either from online or
buy a product physically from
the product on the basis of from direct from the shop.
store Buyers can have a look at
specification & infuse given in Buyers can go to the shop &
the product closely before
the website, they cant have a have a look on the product or
buying Buyers need to manage
close look while buying Its easy can order from website as
enough time to go to the store
& buyers don’t need to manage buyers can do shopping both
& buy the product.
time for going to the shop. from online or store it’s the
most popular strategy.

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 VEIL
The ultimate choice

SIMILARITIES AMONG THE STRATEGIES  All of them serves a common

purpose and that is to sell a
product. Those strategies can
be used in any kind of business.

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FASHIOB BRAND: ZARA
LOVE YOUR CURVES

• In a very short time, Zara has become one of ZARA

LOVE YOUR CURVES
the most successful fashion retail brands in
the world. With the dramatic introduction of
“fast fashion” - which are affordable and
stylish clothes, Zara was able to create a
passion for fashion amongst a broad
spectrum of customers. Kids, women, men,
elders, all age groups, and cultures can try
out Zara’s items just to love them. The result
is the brand’s sales keep getting higher, and
the market share keeps increasing.

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ZARA
LOVE YOUR CURVES

• The fashion company Zara has a marketing strategy that is quite unique. Zara only spends
about 0.3% of their revenue on promotion. This would be the reason Zara does not appear
on television or poster advertisements.

• Zara focuses heavily on their product, place and pricing as opposed to promotion. Zara
rarely advertises any store sales or have sales promotions other than sale items unlike other
retailers.

• It is also interesting to note that Zara never places their brand or logo on their products.
Zara’s sales associates do not need to focus on personal selling.

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ZARA
LOVE YOUR CURVES

• Promotion One thing to note is that Zara spends very little on promotion campaigns compared to
average fashion retailers.
• It just simply doesn’t market itself as aggressively as other companies. But this doesn’t mean it
has no focus on marketing.
• Zara mainly focuses on opening new stores and word of mouth. The key promotion strategy of
Zara is based on experience, exclusivity, affordability, and differentiation.
• This strategy is visible through the attention to each detail of its showrooms. Everything is precise,
professional, and elegant.
• Every store manager can talk directly to its counterparts in Spain regarding the situation. By
focusing on the brand’s core qualities towards buyers, Zara can build its popularity with an
effective brand image. When it comes to promotion, Zara has also used the power of social media
channels effectively.

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ZARA
LOVE YOUR CURVES

• Zara is an instant fashion brand that focuses on providing what buyers need faster than
everyone else.

• Zara relentlessly tries to provide the best customer experience.

• Zara spends little in advertising but focuses on locations’ uniqueness.

• Zara uses data to understand customers’ insights and current trends

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THANK YOU..!

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