CREATIVE MIND MAPPING FASHION BUSINESS BB2

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EARNED PAID OWNED SHARED

PR - PUBLIC RELATIONS INFLUENCER CAMPAIGNS COLLABS
EVENTS, SEASONAL COLLECTIONS, ENGAGEMENT, BLOGGER,
 BRAND AMBASSADORS OTHER BRANDS, DESIGNERS,

RELEASES, AFTERSHOWS, ANNIVERSARY « UNBOXING » PRODUCTS
 COL. CAMPAIGNS, etc. ARTISTS, etc.
OR OPENING PARTIES VIDEO YT-TIKTOK

PRINT OWN CONTENT SoMe CHANNELS

ADVERTISING Twitter, Yt, Ig, WeChat, Weibo;
MAGAZINES, BOOKS, etc. etc.

ADVERTISING

What elements of the visual Ambassadors Collabs with whom ?

ID are found on paid content? Featuring many ? Which segments are captured ?
Or only few selected ? What is the collab universe ?
How is appearing the brand Is a special Visual ID was made ?
in magazines? If many, recurrence of change,
is it following a planning? Which V.I. elements are used
etc. on SoMe?
What ambassadors are carrying
from the Visual Id and brand ID?

1) What does it mean ?

2)How does it present this meaning?
3)Why is it indicative of this meaning?
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 CREATIVE MIND MAPPING FASHION BUSINESS BB2 03 / 30

CORE VALUE
&
MISSION

LOGO USAGE
 BRAND 
 TYPEFACE BRAND OTHERS

NAMING COLOURS APPLICATION/

ELEMENTS

1) What does it mean ?

2)How does it present this meaning?
3)Why is it indicative of this meaning?
2021

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Learn to "read" manifestations of a brand (operational choices made by the Recommendations concerning the points to be covered in the analysis
brand in terms of segmentation, targeting, positioning, products, prices, of the brand:

distribution, communication, visual merchandising, promotion ...) to analyze
the strength and consistency intrinsic to brand's strategy, in light of the - Mission or "o cial" concept of the brand // concept actually
positioning of its competitors.
communicated.

GOAL Focus on considering a business challenge without losing sight of the
fundamentals of the brand and the constraints of the business.
- Visual territory and content of the brand: themes, speeches, codes ...

Learn to determine strategic priorities and to formulate in this spirit - Description of the positioning of the brand through all its
concrete recommendations, realistic and consistent with the objectives manifestations, in particular since products and collections structures to
and resources of the company. promotional tools and including an analysis competition.


- Assessment of the impact of the positioning: is the target is hit ?

(assumed positioning / perceptual mappings)?


- Search for gaps and / or strong points of coherence within the mix.
Consequences on brand performance.


Recommendations - Competitive analysis (SWOT type or other).




Documentary research


Personal observation-analysis (products, collection, communication ALSO…

campaigns, points of sale, Web, customers, etc.).

- analyze fashion brands by focusing on the strategic phase of their
Interviews with professionals (points of sale by
evolution. On the basis of this in-depth understanding, learn to
example).
develop proposals for the future of the brand consistent with its
SoMe
 history, its power of attraction, its current competitive strength and its
WORK
 Your ability and creativity in nding relevant sources.
logic of long-term development.

MEANS : changes and variations (changes of AD, changes of series)

Recommandations:



Generate a strong, clear and convincing vision.

Types of anchors / drivers:

Identify priorities and urgent actions. 

Ability to listen, present, argue and
- Time (tradition, moment)

defend a point of view on a company in the face of professionals very - Space

strongly involved in the same company, including on an emotional level. - States, transformation, metamorphosis

- Characters, archetypes

- Know how

- Matter (substantial dimension or metaphorical dimension)

1) What does it mean ?
2)How does it present this meaning?
3)Why
2021 is it indicative of this meaning?
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How can the brand become an undisputed leader in its category (which
category) and further develop its penetration in its market?

Without calling into question the positioning of the brand, how to attract
another segment of clientele? Another segment of SoMe non-users?

How to optimize the adequacy with this target and meet its expectations?

Examples of questions that can help your

recommendations thought process
In case of close concurrent: How to di erentiate the positioning and identity
of (X) and (Y) in order to maximize their competitiveness internally and on the
market?

Etc.




1) What does it mean ?

2)How does it present this meaning?
3)Why is it indicative of this meaning?
2021
 

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DIGITAL CAMPAIGNS/ DIGITAL CONTENT


How the brand engage with their followers ?



- Do they go heavy on sales and promotion posts ?

- Strategy tactics ?

- Achievable or unachievable representation of beauty-social accomplishments ?

Examples of questions that can help your SoMe - Highly desirable imagery ?

analysis with their visual territory - Powerful, positive, truths about some states on their elds of activism ?

- Explaining their processes - or technical things in a didactic way to their customers ?

- Gender-inclusivity? Body-positivity? Racial? Ethnical? Cultural awareness?

- Fun ?

- Well spoken inviting of engagement ?




1) What does it mean ?

2)How does it present this meaning?
3)Why is it indicative of this meaning?
2021
 

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STORIES - SHARING STORIES




Stories-reels-IGTV-Live Stream-Video

Twitter- Facebook- Instagram- Pinterest- Tiktok- Youtube- Newsletter



What do they favor as messages in all their digital visual communication?

TYPES OF STORIES



Behind the scenes

Share lab process and formulation development, prototypes: build trust ?



Collabs or features, events 

Collections, products in the world (in uencers, customers), events, trade show, parties

Examples of questions that can help your SoMe Magazines features.

analysis with their visual territory 

TweetWalks

Fashion show



Competitions, Contests, Challenges

Creative competitions with share

Follow requirements to enter and win,

Prizes



Customer testimonials

Customer stories, customers , feedback and inspiration of wearing



Surveys and questions

To help creating link and brand loyalty 



Cosmetics-food: How-tos

1) What does it mean ? Uses, impacts, etc.

2)How does it present this meaning?
3)Why is it indicative of this meaning?
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About the customer:

- What is the typical pro le of the brand customer? Does the person come
alone or accompanied?

- What is the customer renewal rate?

- How do you use your CRM tool? Do you have a loyalty program?

- Does the brand customer in the store also buy from a eshop catalog and
vice versa?

- Does your new customers are mentioning any digital content ? If so, which
one ? Or which in uencer in uenced them visiting a brand shop? etc.

The shop
- Are the windows display renewed every how many weeks / months?

- Do a new boutique concept generates a signi cant increase in

Example of questions to

ask if you visit a boutique attendance and sales?

The product
- What are the best-sellers by product category? By collections ?

- Does the (X) line work? Is this a complementary purchase or a purchase

independent?

- How is the brand product are well received when tried?

The numbers (if possible)

- What is the conversion rate? (ratio between number of people entering the
store / number of people buying)

- What is the average basket and the UPT (product units per ticket)?

- What is the sales rate: before sales and after sales?

1) What does it mean ? - What is the markdown rate?


2)How does it present this meaning?
3)Why is it indicative of this meaning?
2021
 

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About the customer:

- What is the typical pro le of the brand customer? Does the person come
alone or accompanied?

- What is the customer renewal rate?

- How do you use your CRM tool? Do you have a loyalty program?

- Does the brand customer in the store also buy from a eshop catalog and
vice versa?

- Does your new customers are mentioning any digital content ? If so, which
one ? Or which in uencer in uenced them visiting a brand shop? etc.

The shop
- Are the windows display renewed every how many weeks / months?

- Do a new boutique concept generates a signi cant increase in

Example of questions to

ask if you visit a boutique attendance and sales?

The product
- What are the best-sellers by product category? By collections ?

- Does the (X) line work? Is this a complementary purchase or a purchase

independent?

- How is the brand product are well received when tried?

The numbers (if possible)

- What is the conversion rate? (ratio between number of people entering the
store / number of people buying)

- What is the average basket and the UPT (product units per ticket)?

- What is the sales rate: before sales and after sales?

1) What does it mean ? - What is the markdown rate?


2)How does it present this meaning?
3)Why is it indicative of this meaning?
2021
 

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1. Contextualization elements: 

present the cultural environment and the competitive positioning of the brand
What is the brand's reference market?

What are the main conventions of this market (codes, stories, values)?

How is this market structured in axiological terms (principles and values structuring the market)?

What is the main cultural convention that the brand questions?

How would you de ne the brand's vision?

How does the brand rely on cultural productions to address

to its customers?

2. De nition and semiotic analysis of a corpus: present the main codes of expression of the brand
De ne a corpus that seems relevant to you, embodying the codes of expression

current brand (it can be one or two "print" campaigns, a small set of video clips, one or two fashion shows, the
graphic charter including the logo, SoMe content ...)



Examples of explorations
First analyze the signi er. What are the most dominant codes of expression? 

On brand strategy analysis What are the permanent codes of expression (compare your corpus to the other elements of communication that
the brand has produced in its history)? What are the new codes?



What interpretation do you o er from those codes?

Taking into account the contextualization that you operated in part 1, you can construct

a mapping (or semiotic square) to position the brand and its main competitors. Justify your axes.



3. Strategy and recommendations

By cross-checking the information you obtained on the cultural and competitive context on the one hand (part 1),
and the semiotic analysis on the other hand (part 2), what diagnosis can you make concerning the potential of
the brand? to date? Strengths and weaknesses of its positioning?

What are your recommendations regarding:

- editorial strategy: what content, what brand discourse to highlight

before ? which elds to explore? is it necessary to update its value system? why and how?

1) What does it mean ? - the brand's cultural strategy

2)How does it present this meaning?
3)Why is it indicative of this meaning?
2021
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