My Sub-Brand – SCREENS BY COTTWEILER

WHY SCREENS?

  • Cottweiler as a brand continuously blur the lines between conventional gender attributes – screens can be seen as something non-gender
  • Cottweiler often look at different perspectives and influences as references for collections – screens can represent layers and difference (not straight-forward)
  • Screens also links with the macro trends that I am portraying in my look book– a camera screen, a screen that divides us, how technology has made us see the world through a screen, surveillance – how we can hide behind a screen and still see the world, links with privacy – we have screens in the forms of windows and doors to lock people out and let people in

HOW THE SUB-BRAND IS GOING TO REACH A NEW AUDIENCE

  • Slightly cheaper garments – more accessible – however not too inexpensive as that will diminish the main brands luxurious brand codes
  • Use of colour may intrigue people – more universal
  • Possibly a younger audience due to its use of colours, young model promoting the sub-brand and its slightly cheaper garments

HOW THE SUB-BRAND IS GOING TO HELP ADVERTISE AND INCREASE EXPOSURE FOR THE MAIN BRAND

The sub-brand is going to be slightly cheaper, so the buyer does not have to make a huge investment before loving the brand; which will lead people to buy more of the main brand when they’ve established brand loyalty. This also means a wider audience will then promote Cottweiler as a brand which will make the brand more recognisable.

HOW THE SUB-BRAND IS RELATED TO THE MAIN BRAND / SAME IDENTITY

  • Similar connotations and references such as the fetishisation of sportswear
  • Aspect of unisex – however mainly menswear
  • Still element of tailoring and luxury / good fabrics
  • Similar photography in look-book

CHARACTERISTICS OF THE SUB-BRAND

  • Unisex / same sex elements
  • Unconventional
  • Keeping elements of Cottweiler’s use of whites, creams, and metallic’s but adding a touch of colour
  • Slightly cheaper
  • A way to increase knowledge of the main brand
  • Cheaper fabrics and more basic cuts and tailoring – the basic cuts mean that its less tailored and therefore open to different builds / shapes and sizes

    

How the sub-brand would look on instagram

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