Sub Brands and Business Analysis

Researching sub brands

Sub brands are used to expand a brand and reach a different demographic that they are currently targeted. Many brand have multiple of sub brand under their main brand for example high street Markets and Spencer’s has multiple sub brand in there store for example, Per Una and the Limited Collection to name a few. Another example of a brand that has created multiple of sub brands is Armani who then created Giorgio Armani,Emporio Armani, Armani Junior,Armani/Casa,Armani/Dolci and others. High-street store H&M Instead of creating sub brands it uses collaboration with fashion designers to increase in demographic  since 2004 they collaborated with Karl Lagerfeld who was the first then other great like Rei Kawakubo and Alber Elbaz.

 

Brand analysis.

 

Which brand?
Raf Simons
Why?
Iconic suits as well as their new youthful look, he’s not afraid to play with style
Competitors>
Saint Laurent
What they have?
As well as their male clothing, they have a popular womenswear brand as well as selling suit for woman too
What changes?
Open the brand up to a Female demographic as well as the male.
Why? How?
Create an tailored suit collection for woman,
Where are the gaps?
Designing woman suits keeping with the androgynous style
Brand? Campaign
Keeping with the brands style the suit would be androgynously style how featuring slightly more female elements.
Making campaign and sub brand
Using females that have been known to back feminist movement to support the design via social media
What does it need
Use of social media to get the sub brand known as well as the political and social stands like the woman’s march to gain support.

 

Which brand?
Jill Sanders
Why?
Because I enjoy the minimalistic, structed style of the designs as they are classic and will never go out of style.
Competitors>
Donna Karen, Prada
What they have?
They sell suits, sportswear, and casual youthful collections
What changes?
To compete with these brand there is a gap for the brand to make a leisure collection
Why? How?
By keeping the minimalistic style but creating a more youthful and casual collection
Where are the gaps?
Designer Brands don’t usually target 18-25-year-old as they are unlikely to be able to afford to buy expensive clothing due to less income. So, by creating a more affordable causal wear it opens the gap.
Brand? Campaign
A casual style yet keeping with the brands aesthetics  but mixing with graphic artists to create prints for the collection
Making campaign and sub brand
As due to the increase in social media becoming a job there influence could be key in creating awareness for the brand.
What does it need
 

 

Which brand?
Celine
Why?
Like there stule
Competitors>
Chloe.
What they have?
Chloe have widened their brand by launching children swear
What changes?
To follow they could develop clothing for children as well as relaunching a perfume. Also, Celine brand is known as being clean and minimalistic, however it would be interesting if they launched a more androgynous and slightly alternative sub brand.
Why? How?
To use sharper and more fitted tailoring then combined with darker colour schemes and the use of prints
Where are the gaps?
 
Brand? Campaign
As the most popular item they produce is on their bags so would consider incorporating the design onto the bags.
Making campaign and sub brand
 
What does it need
The new style would ne to change the branding of Celine, new logos, new models etc

 

Which brand?
Zara
Why?
Even though Zara is a fast fashion retail brand Zara clothes have an element of quality design and interesting pieces
Competitors>
Mango ,Cos,  H&M
What they have?
H&M collaborate with celebrity Names like David Beckham and the weekend as well as working with designers like Balmain and Kenzo
What changes?
Sub brand with a collaboration
Why? How?
Consider a designer that has similar minimalistic designer and take elements from their work and use on a affordable high street fashion line.
Where are the gaps?
Affording designer fashion on the highstreets
Brand? Campaign
Using the same look as that designer but with the Zara name to catch people attention
Making campaign and sub brand

 

 

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