Brand Strategy

DEVELOPING
A NEW FASHION BRAND

Liao Li Yuan, Hui Zhu, Rufei Ren, Siyu Jiang

Supervisor: M. SERENA
Contents
Brand Opportunity ........................................................................................................................3
French Fashion Market .............................................................................................................3
Growth in Global Fashion Accessories Market .........................................................................4
Stable Growth of Bag Market in France ...................................................................................5
International Accessories Trend ...............................................................................................6
Mood Board for Accessories Trend ..........................................................................................7
Top 6 Travel Wearing in Instagram ..........................................................................................7
Enlarging Economic Scale in Tourism ......................................................................................8
Conclusion ................................................................................................................................9

Potential Competitor...................................................................................................................10
Brand Strategy ...........................................................................................................................12
Chart of Brand Strategy ..........................................................................................................12
Brand Mission .........................................................................................................................12
Positioning .............................................................................................................................12
Brand Promise ........................................................................................................................13
Brand Essence .......................................................................................................................13
Brand Personality- Butterfly ....................................................................................................13
Tone of voice ..........................................................................................................................13
Brand Identity Model ...............................................................................................................14
Ideal Customer-Persona .........................................................................................................15
Brand Name and Identity............................................................................................................16
Brand Name ..........................................................................................................................16
Identity Design ........................................................................................................................16
Design Style ...........................................................................................................................17
Mini collection .........................................................................................................................18

2
Brand Opportunity

French Fashion Market

Within latest three years, the revenue of French fashion market shows an annual growth rate of
11% from 2016 to 2018. The total revenue of US$15,627millions this year is also projected to rise
to US$17,344 millions next year. Similarly, comparing to amount of US$2804.1 millions in 2018,
the growth of revenue is expected to grow more than 300 million in 2019, which will be US$3107.1
millions.

millions Revenue
20000
18000
16000
14000
12000
10000
8000
6000
4000
2000
0
2016 2017 2018 2019

Bags & Accessories Footwear Apparel

Source: Statista

https://www.statista.com/outlook/244/136/fashion/france

3
Growth in Global Fashion Accessories Market
Numbers of Consumers
1600

1400

1200

1000

800

600

400

200

0
2016 2017 2018 2019 2020 2021 2022

worldwide

From 2018 to 2023, fashion accessories market is forecasted to reach 6.5% of growth across the
globe. The sustained competition in fashion industry is driving innovative design and
improvement which correlate to the increase of fashion accessories market. This figure supports
our brand strategies of developing the accessories market. Unorganized fashion accessories
market at present gives Holimood a chance to absorb consumers in our quality customized
products. Holimood provides not only delicate hand-made accessories but also customer-
designed earwear and bags for VIP.

Millennial who is future main consumer deeply relies on digital gadgets. This generation is
influenced by latest fashion trend than any other consumers groups. This rising popularity of e-
commerce players and retail stores triggers the huge need for fashion accessories. Social media
and fashion blogs play a significantly influential role in sales of accessories market. The business
of Holimood starts from Instagram and keeps operating Facebook, Twitter, Wechat as long as
online shop which provide immediately digital services of worldwide customers. Distribution
system, accessible resources, inventory turns, order filling techniques and etc. are all benefit to
maintain the market growth in upcoming years.

Source: Mordor Intelligence

https://www.mordorintelligence.com/industry-reports/fashion-accessories-market

4
Stable growth of Bag Market in France
Annual revenue in French Accessories
in million US$
Market
3460
3440
3420
3400
3380
3360
3340
2015 2016 2017 2018 2019

Luggage &bags

According to the bar chart, the market of Luggage and bags stably raise during the four years
and is predicted to keep increasing next year. Revenue in the luggage and bags market amounts
to US$3423,75 million in 2018.The market is expected to grow annually by the amount of
US$128,000. On the other hand, the below map illustrates the worldwide distribution of the
revenue between the digital market and the overall market. Although French is the country with
the fourth highest revenue in bags and accessories market, it still has space to improve in digital
market, which is 13 times less than China with only US$ 2,804 million.

Overall bags& accessories Market. Digital Market of bags & accessories

Source: Statistia (https://www.statista.com/outlook/13000000/136/accessories/france)

(https://www.statista.com/outlook/358/136/bags-accessories/france#market-globalRevenue)

5
International Accessories Trend
There are some extreme combinations in the 2019 accessory trends, with designers making
interesting choices between practical and fun. In New York, London, Milan, and Paris, we saw
one of the most diverse seasons of bags yet. Oversize bags of all shapes and materials seem
to fit the whole world; With the season and modern living habits extremely inconsistent single
product, impact our visual nerve; Also, bags are tiny and even hands-free, giving women the
choice to leave home empty-handed. The two-bag approach – a common scene on the daily
commute, maybe one is totes, the smaller-bags can full of cards. The belt bag got a new
makeover this season.

There’s also a new kind of glamour which a sort of couture-infused take on feathers,
crystals,that’s sure to take over any party.

The extraordinarily large straw hat by Jacquemus caught lots of eye in summer 2018, for SS19
he’s going for it again with his oversized raffia fringed totes. But it isn’t only his love of straw and
raffia that cements the mood and add the same carefree attitude we hope to carry all summer
long. The combination of local color and folk customs makes accessories and clothing form a
strong contrast, thus highlighting accessories, more unique and eye-catching new style.

Source: VOGUE (https://www.vogue.co.uk/gallery/spring-summer-2019-accessories-trends)

(https://www.vogue.com/article/top-accessories-trends-of-spring-2019)

6
Mood Board for Accessories Trend

Top 6 Travel Wearing in Instagram

＃travel #explore #ocean #relax #adventure #holiday #style #bestvacations

7
Enlarging Economic Scale in Tourism
Direct and total contribution of travel and tourism to the global economy from 2006 to
2017 (in trillion U.S. dollars)

This chart gives information about the globally economic travel impact during 2006-2017. Overall,
the statistic shows the growing trend in the 12 years. The direct economic contribution of travel
and tourism finally achieved to about 2.57 trillion U.S. dollars in 2017. Comparing to the previous
year, it increased more than 11% in 2017.

World Travel and Tourism Council works to analyze the economic effect on one of the world's
largest economic sectors, Travel and Tourism. After researching 185 countries for over 25 years,
WTTC found that this economic activity provides 313million of jobs which means one in 10 jobs
in the world and generates 10.4% of world GDP. Compared to the global economy (3%), the
travel industry even owns 4.6% rise in 2017. Travel and Tourism industry can really help
governments to create jobs.

On the other hand, vacation saving is always on the top 3 of millennials and generation X, who
are the main consumers nowadays. This statistic supports the idea of that people care about
holiday a lot and are willing to expense on this sector of life.

8
Sources:

https://www.wttc.org/-/media/files/reports/economic-impact-research/regions-
2018/world2018.pdf

Conclusion
After analysing these five aspects, we realize our brand, Holimoood, is potential in the bags
market.

French fashion market, global accessories market and French market of bag have grown for ten
years and show no sign of slipping. This news gives our brand confidence to develop business
and make profit in future. Tourism industry is also forecasted to raise in next decades, which
support our holiday idea. Holimood does not only focus on the tourists but also the female who
enjoys the leisure moments in daily life. Moreover, our design is consistent with the international
fashion and we also know well the China market due to the Asian founders. We are confident to
develop a brand-new bag market.

9
Potential Competitor

Des Petits Hauts

Background: Founded in 1998, they have now a well-run online store and more than 50 stores
in France.

E-commerce platform: Both interior and exterior photos and videos show consistent brand’s
style and image, which is about girly fairy tale world.

Instagram Website Facebook

167 thousands ? visitors 52 thousands

followers followers

Product’s attraction: Including bags, brooches, belts, hair bands, scarves, umbrellas,
calendars and etc., the various and refined accessories enrich the brand. The environmental-
friendly bags which freely provided to each customer also change every quarters. However, as
a big brand, the sweater is best sales among all products.

Shops decorations: Designed by several illustrators and artists, each store has its own style.
The stores with adorable windows, tables and chairs make customers feel at home.

10
SWOT

Source: Lexpress (https://www.lexpress.fr/styles/mode/des-petits-hauts-marque-interview-creatrices-

katia-et-vanessa-sanchez_1667946.html)

11
Brand Strategy

Chart of Brand Strategy

The mission of Holimood is

to help customers realizing
their idea of exclusive brand mission
leisure life.

By emphasizing various positioning statement

holiday lifestyle, we provide
diverse and colorful choice Target: women with
of accessories to fulfill the exclusive and different
style of unique customers. types

brand brand brand tone of

promise essence personality voice

Leisure Self-complacent Butterfly Friendly,

designed accessory >Tiny Freedom,
with fastest >Influential Passionate,
response >Vivid Cheerful,
service >Colorful Romantic,
>Transformed Trendy,
>Diverse Trustworthy

Brand Mission
The mission of Holimood is to help customers realizing their idea of exclusive leisure life.

Positioning
Positioning statement

Holimood targets women with exclusive and different types. By emphasizing various holiday
lifestyle, Holimood provides diverse and colourful choice of accessories to fulfil the style of
unique customers.

12
 Positioning map Ｈigh Quality

Low Price
Ｈigh Price

Low Quality

Brand promise
Leisure designed with fastest response service

Brand Essence
Self-complacent accessory

Brand Personality- Butterfly

Tiny, Influential, Vivid, Colorful, Transformed, Diverse

Tone of voice
Friendly, Freedom, Passionate, Cheerful, Romantic, Trendy, Trustworthy

13
Brand Identity Model

● Physique: Woven Bag

● Personality: Daring, Passion, Femininity, Delicate & Curiosity
● Relationship: Close to female, friendliness, trustworthy, easy connection, personalized
customer experience(We can customize products with characteristics for different travel
destinations to satisfy customers' various choices and add luster to their trips. we have
special line: make a reservation.)
● Culture: The colors of nature.
● Reflection: We associate our products with people who are passionate, curious and
energetic about life, unique,easy-going.
● Self-image: Our customer’s ideal self outgoing is uniqueness, confidence, inspired

Reference: https://woven.agency/blog/what-is-the-brand-identity-prism/

14
Ideal Customer- Persona

Age:27
Jenny
Nationality: Japan

Occupation: Guitar teacher

Hobbies:Aroma, Bake, Fitness, Music, Constellation, Collect CD

Pet: Parrot (2 years)

Favourite colour: White, blue, pink

Favourite food: seafood,dessert

Personality: easy-going, humorous

Fear: without friends, cannot listen music, wrinkles, and weight gain

Dreamy destination: Hokkaido, Santorini, Muralla Roja

15
Brand Name and Identity

Brand Name
The potential for internationalization: The brand built from four Chinese girls in the Paris. The
inspiration of name is “Holiday+Mood=Holimood”, the main style about our brand is holiday and
leisure style with the colorful items, bring our customs a pleasure sense.

Identity Design

● Symbol: wordmark
● Colour:172F7A
● Font: Little days alt
● Typeface:

16
Design Style
Text: We embrace all beauty from nature.

Created in Paris in 2018 by Liyuan Liao, Hui Zhu, Rufei Ren and Siyu Jiang, Holimood
firm offers unique designs of bags. The four girls all come from Asia and study in the
Paris.

We nourish their limitless creativity from inspiring trips, wandering in different city, and
the green surroundings of countryside. Drawing our inspiration from nature and the
animals, they garnish our sketchbooks with enchanting and fantasy bestiaries,
cosmopolitan landscapes and luxuriant vegetation. With Holimood, we develop a brand of
bag boldly bucolic where flowers and animals are the critical of refined designs. We
maintains the feminine and sophisticated style where colours and poetic symbols stand
out.

The vision of Holimood is to be the costume bag brand that provides women their biggest
emotions. Because they bring back happy memories and with their reference to nature,
these very evocative products reveal the refined fanciness each woman is hiding. Indeed,
the Holimood bags embody more than simple fashion flair: it fosters the uniqueness of the
woman who wears it, while reconnecting her to her emotions.

Feminine and sophisticated, timeless and proud of its inspiration drawn from Nature,
Holimood offer a collection of one of a kind of affordable bags.

17
Mini Collection
Patica
Lime Bag
Bag 175€
150€

Daytream
190€

Layback
160€

Flying life –
freeshape
110€ Flying life –
Semicircle
100€

Flying life
- circle
150€

Reference: Cult Gaia, Mercedes Salazar

18