Brand Strategy & Brand Experience
Brand Overview:
Reformation is a women’s lifestyle brand that aims to create beautiful and high-quality clothing pieces that cause only a fraction of the environmental impact compared to other fashion brands. Every clothing piece is made from low-impact materials, rescued deadstock fabrics, or repurposed vintage clothing.
Advertising Objectives
To expand our target market by making sustainable clothing fun, engaging, and more accessible to everyone by reducing the high price point.
Current Brand Presence
Reformation is a fashion brand known for its sustainable initiatives. However, the price point of its products is high for many potential target audiences who are interested in making a better purchase decision.
SWOT Analysis
Brand Positioning
The Creative Solutions
Main Idea
Sustainable every step of the way and reformed to last forever. Our goal is to provide a reduced price point for consumers who engage with the brand to increase awareness of the sustainable trend in the fashion industry.
Target Audience
Primary Audience:
Demographic:
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Female college or graduate students in their early 20s
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Income: family support or $200/week
Psychographic:
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Fashionable and trendy
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Looking to become more sustainable
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Price sensitive
Behavioral:
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Purchase from fast fashion brands due to their trendy and affordable products
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Always want to have the trendiest clothing
Secondary Audience
Demographic:
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Young female professionals in their late 20s to 30s
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Annual income: over $65k
Psychographic:
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They want to have good taste in fashion and look fashionable and professional
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They value the quality of the clothes
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They are sustainably aware
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Price isn't their biggest concern when shopping
Behavioral:
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They buy from fast fashion brands sometimes but normally buy from small boutiques or designer brands
What consumers think now v.s. what we want them to think
What we want them to think:
What they think now:
Buying new clothes frequently is not the only way to stay on-trend. You can up-cycle and restyle old clothes that are good quality and long-lasting.
People tend to think their old clothes are outdated and out of fashion,
so they always think they need new styles to keep up with the current trends, and purchasing from fast fashion brands is the easier way to do so.
Key Promises
We will create different brand experiences to educate audiences on staying on-trend while being sustainable without financial burdens.
Reasons to Believe
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Reformation continues to invest in innovative materials. They introduced two regenerative fiber collections in 2021
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Reformation releases an annual sustainability report showcasing their transparency with their sustainable measures
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For every tee sold in 'Earth' or 'Earth Comic', Ref donates 50% to Canopy, an environmental nonprofit that helps ensure Ref's products are sustainably sourced
Plan for Deliverables
Vintage Rebuild - Rebuild Workshop
Vintage Restyle - Restyle event partnered with celebrity stylists
Vintage Redeem - Email Marketing Mock-Up
Vintage Refresh - New Clothing Collection Line
RefForest - Interactive App Mock-Up
How we bring ideas to life
Insight: Classic & Long-Lasting
Got new credit card bills from fast fashion brands each month but still can't find something nice to wear from your closet? Let Reformation bring you a sustainable lifestyle by providing good-quality pieces that always stay on-trend.
Consumers Journey
Consumer Journeys
Measures of Success
