Edwin's task 2

The brand I chose is called:
LOCHER’S



Context: Locher’s is a Parisian pureplay retailer specialising in Clothes and accessories. It is utterly tongue in cheek and cheeky. Nicole Locher's line features adorable tops and accessories, that all semi-secretly have dirty little messages hidden in the embroidery and design.Its website is at the brand’s image playing on the sweet but dirty theme. It has no store and only retails online.The T-shirts retail at around 45£. There is the possibility to subscribe to their newsletter.



Recommendations for giving physical presence to the brand:

• Brand strategy (Target market, positioning …)
They should keep the same target customer the 18 to 25 cheeky quirky fashion savvy girl. The positioning of the brand as unique well crafted tongue in cheek pieces shouldn’t be changed and their location should not be too widely advertised in order for it to keep its indie edge.

• Brand proposition (products, services, ‘shop’ characteristics)
The products should remain the same but it might be a good idea to expand in clothes alltogether instead of just Tshirts. My suggestion to continue with the theme would be embroided little panties and socks (perhaps little camisoles and triangle bra's too) keeping the same saucy and cute designs.

I believe the physical manifestation of the brand should be either a cute shop in an indie location in Paris such as Bastille (in the 11th arrondissement) or in London in Brick Lane. The shop should be boudoir inspired to fit the designs and perhaps have a little bit of a cheeky edge to it. This could be achieved through the shop decoration (with pin up posters in unexpected places such as the changing rooms) or wall paper with hidden sentences…Shop staff can also help exude the brand image by speaking in a certain manner and making the shopping experience worthwhile. The products should be displayed in a girly and attractive manner to make it look like a girl's dressing box.
The services in store should perhaps include tippings on where to get pole dancing, strip tease and cooking lessons.


• Brand expression/communication
The way in which the brand should communicate its launch of a boutique should be through female lifestyle magazines, internet podcasts and banners in Lifestyle internet newsletters such as DailyCandy.com and blogs it has already been mentioned in as well as through its newsletter. I find that the appeal of this brand comes from the fact that not many people know about it and this contributes to the surprise effect its t shirts and jewellery create. Too much advertising and promotion would not benefit the brand’s longevity.