PROPOSAL
Small clothing businesses, such as boutiques, have difficulty competing with big brand companies and the fast fashion they produce. “Fast fashion is a design, manufacturing, and marketing method focused on rapidly producing high volumes of clothing. Fast fashion garment production leverages trend replication and low-quality materials (like synthetic fabrics) in order to bring inexpensive styles to the end consumer. (thegoodtrade.com”. It is hard to bring in new customers because of their brand loyalty to companies such as H&M, Aerie, Urban Outfitters, and Forever 21. Customers have a pattern of leaning towards purchasing from big brands because of their popularity and the image that wearing these brands creates. To aid in breaking this cycle, small boutiques are making waves for these companies as more customers are looking for fashion that isn’t mass-produced. To keep encouraging these customers to keep shopping small, I reinvigorated a small clothing business called “The Line Boutique”.
This re-brand of The Line Boutique will help draw in more customers not only to the store but also to their website. The Line is a small boutique in Irwin, Pa. They sell popular styles and trends in women’s fashion and accessories. The boutique has an Instagram and website that could benefit from a more professional and updated look to help draw in customers looking to shop small.
COMPANY DESIGN PROFILE
The current demographic for The Line Boutique, based on their social media platforms, is college-educated, married white women, ages 30 to 50. After the rebrand, they are hoping to expand into a more diverse demographic. The area has a wide diversity of races, incomes, and education levels. The rebrand introduces a light, youthful, inclusive, and judgment-free energy that is more approachable than the current design.
DELIVERABLES
12 Instagram Tiles
Website
Logo
Clothing Tags with Price
16-Page Lookbook
TARGET AUDIENCE
The target audience is women aged 18-35. According to Business Insider “Millennials, those consumers aged 18 to 34, remain the key age demographic for online commerce, spending more money online each year than any other age group. These consumers spend around $2,000 annually on e-commerce, despite having lower incomes than older adults.”. The overall rebrand will be geared toward women of this demographic but, it will be friendly enough to reach a diverse group.
OBJECTIVES
To independently research, design and produce a logo, clothing tags, website, Instagram, and a lookbook for The Line Boutique.
To thoroughly research The Line’s current brand and create an updated brand identity with all deliverables.
To research successful boutiques to see what has worked best for them and implement it into the rebrand.
To apply feedback from peers and faculty to improve the rebrand of The Line Boutique.
To apply successful self-critique throughout the process.
To apply skills to the rebrand for The Line Boutique I learned in Branding.
RESEARCH SYNOPSIS
The Line Boutique is not currently reaching the younger target market because its social media and website are outdated and hectic. The Instagram profile is hectic and does not implement any branding. It is hard to navigate through the website because it is outdated and busy. Their clothing and store atmosphere is trendy and youthful, but their current logo, Instagram, and website are bringing the store down.