VILAVI is a bold statement jewellery brand. At first, it was only jewellery of its own production.The company is growing every year: expanding the range, increasing the number of offline points, and media coverage. All this happens thanks to the non-trivial communication strategy: 1) Impact through associations with celebrities. VILAVI often showcases its jewellery on well-known figures such as Hailey Bieber, Kendall Jenner and other celebrities. These faces are highly sought after by the brand's target audience, which builds an associative link that suggests these famous women could also wear this brand. 2) VLV Girl. The VLV Girl is the direct target audience of the brand. She is a girl who loves self-expression, strives for success, and isn't afraid to show her individuality and independence. She adores wearing lots of jewellery and constantly buying something new and unusual. 3) Offline store design impact. VLV decided to open a store that would be inviting to passersby and would not necessarily make them think about making a purchase. They opted for an elaborate and unconventional design for the premises. Everything inside is lined with soft fabric that you want to touch. Thus, the store itself serves as an effective visual "magnet" for the brand. 4) By establishing emotional connections and associative links with its audience, the brand leaves a lasting impression and acts as the one who can provide the feeling of celebration in everyday life. Follow ADV360 to know more interesting facts about widespread brands’ marketing strategies!
ADV360’s Post
More Relevant Posts
-
Recently, I had an opportunity to visit Dimexon, one of the largest diamond manufacturers in Asia, who supplies diamonds to leading premium brands all over the world, for a campaign discussion regarding their bespoke brand Joaillier Privé. From our side, our behavioral scientist Vineesh U S, experience designer Nallasivam Thamilarasi, strategist Rifath Rahman, and I engaged in a session with Dimexon to understand the deeper dimensions of their process and culture. The meeting took more than half of the day, including factory visit. I could understand that the brand upholds a lot of value systems and sells unique experiences to their exclusive customers rather than just diamond jewelry. Joaillier Privé has moved beyond simply selling a product, crafting a narrative around ethical sourcing, meticulous craftsmanship, and personalized service. This resonates with their discerning clientele, and it serves as a powerful reminder that in a world overflowing with options, consumers crave connections beyond the surface. They want brands that understand them and become part of their lives. When customers choose your product, they're not just buying its function; but aligning themselves with your values. This is where storytelling shines. Let's face it, most products aren't simply priced based on cost plus a markup. Take a peek at any luxury brand, from Chanel handbags to Rolex watches. Their price tags go far beyond production costs. These brands weave intricate narratives – of heritage, exclusivity, and even a touch of rebellion. They tap into emotions like social status, nostalgia, and self-worth, creating an invisible layer of perceived value that justifies the premium price. A compelling story can silence even the most competitive pricing strategies. But branding goes beyond just the price tag. It's about weaving a narrative that resonates deeply with your audience. Marketing, in this light, isn't just about shouting your USP from the rooftops. It's about crafting a message that taps into your audience's emotional needs and aspirations. Think about Nike's iconic tagline, "Just Do It." It doesn't dwell on the technical specifications of their shoes. It speaks to a fundamental human desire – to push our limits and achieve the seemingly impossible. It's a call to action that ignites that competitive spark within us. This is where behavioral science comes in. This fascinating field delves into the "why" behind our often irrational decisions. By understanding how emotions influence our choices, we can craft a brand story that speaks directly to those emotions, fostering a connection beyond logic. In a nutshell, your brand is more than just a product or service. It's a feeling your audience has about you. By harnessing the power of storytelling and behavioral science, you can tap into that "irrational zone" and build a brand that resonates deeply and helps your brand flourish in a competitive landscape. #Storytelling #ConsumerBehavior #BrandStory
To view or add a comment, sign in
-
"Heera hai sada ke liye" Remember the tagline? Let's explore the strategy of this diamond studded brand. Hi there, In the last post I have shared with you, Hambrick’s Diamond- A framework that helps in formulating and communicating a clear strategy. It’s like a map guiding you through the complexities of strategic planning. Let's discuss the applications of Hambrick's Diamond in a case study of TANISHQ JEWLLERYS , we all know the brand, right? Let's explore the 👉Arenas: 💫Product Categories: Tanishq operates in various jewellery segments, including gold, diamond, and gemstone jewellery. 💫Market Segments: They cater to both high-end and middle-class customers. 💫Geographic Areas: Tanishq has a strong presence across India. 💫Value-Creation Strategies: Their craftsmanship, unique designs, and quality contribute to their competitive edge. 👉Differentiators: 💫Craftsmanship and Design: Tanishq is known for its exceptional craftsmanship and classic designs. 💫Brand Reputation: Their association with the Tata Group adds credibility and trust. 💫Emotional Branding: Tanishq creates emotional connections with customers through storytelling. 👉Vehicles: 💫Retail Stores: Tanishq uses physical stores as a primary vehicle for sales. 💫Digital Integration: They’ve embraced online channels for marketing and sales. 👉Staging and Pacing: 💫Timing: Tanishq strategically times product launches and campaigns, like during festive seosons. 💫Balancing Short-Term and Long-Term Goals: They balance immediate gains with sustained growth. 👉Economic Logic: 💫Profitability: Tanishq aims for sustainable profitability. 💫Social Impact: They consider societal and environmental aspects. Tanishq has garnered a lot of attention due to its unique marketing campaigns and has the trust of Tata Group brand. I got myself a Tanique for my wedding, too. 😊 Coming back to Hamricks Diamond framework - you see how useful it is to design/ study the strategy of a business. In strategic firms all the elements, compliment each other, hence help the business in achieving the goal. Let me know, how do you like the post. In the next post of this series 'Let's Manage'- let's wrap up the subject - 'Strategy'. ------------------------------------------ In the series, Let's manage, I will be sharing best of my take ways with you, from Executive Education, IIM Ahmedabad from Indian Institute of Management Ahmedabad . It will cover large span of topics from general management- which is the ultimate role you take as you progress in your career. Follow Priya Soni Pandit , if you aren't already :) for more management insights , every week. Repost in your network to help people learn new management subjects. #strategy #management #career #growth
To view or add a comment, sign in
-
A Clothing Brand "Ariadne" • Task Create a memorable brand identity for the youthful clothing brand Ariadne with a minimalist, modern logo, and develop a brand identity based on it. The logo should be simple, memorable, and effective, and it should also appeal to the brand's young and progressive target audience. The brand identity should be based on the following principles: comfort, relevance to fashion trends, expression of individuality. • Solution The text logo features a distinctive stylized letter "A", which is the first letter of the brand name. The letter "R" within the logo is uniquely designed in a cursive style, adding a touch of elegance and sophistication. This stylized "R" is a key element of the logo, symbolizing the brand's commitment to luxury and quality. It serves as a simple yet memorable symbol that reflects the values and aligns with the young and progressive target audience of the brand. The brand identity predominantly features a monochromatic color scheme, showcasing a blend of individuality and relevance to current fashion trends, ideal for a brand that strives to create a unique and special style for its customers. The branding demonstrates a combination of modernity, individuality, and current fashion trends, making it a perfect fit for a brand aiming to offer its customers a unique and special style. #branding #brandidentity #clothing
To view or add a comment, sign in
-
Can #positioning change a brand’s fortunes? 💰 In early 2000s, Harish Bhat identified a problem with #Tanishq. It was a highly regarded brand, but did not reside in the heart of the jewellery market – the wedding market. It was seen as good for trinkety stuff and did not appeal to those who went to the traditional jewellers. Admired but not bought to the same extent. Not surprising, as the brand and design teams thought of wedding market as a business necessity, but their natural impulse was to see Tanishq for its design differentiation and fashion quotient- leading the brand into territories of expression that were very western in styling. Sometime in 2004 the brand roped in Santosh Desai, one of the most admired brand consultants to create a sustainable brand value proposition. After deep consumer work, Santosh’s inputs to the team were following: You are remaining outside the culture. You are behaving like an outsider. You think of jewellery as fashion. Jewellery is not fashion, jewellery is culture. So don’t look down upon tradition, don’t run away from it. Engage with tradition with understanding and respect. But do your own take on it. This input- “Tanishq’s take on tradition” became a defining moment in brand’s journey to widen its appeal without diluting its unique identity. Tanishq’s positioning around “Revitalising Tradition” informed every aspect of the business from TV ads, jewellery collections, to store designs to even how the store staff behaved. Bringing this positioning to life at all touchpoints, brought the brand from the fringes to the centre of the jewellery market 📈 That’s the power of positioning. Also, great reminder that postioning is not just limited to fancy advertising campaigns. A good positioning actually defines the scope of a brand’s play in the industry 🎯 Source: 📖 The Tanishq Story by C K Venkataraman.
To view or add a comment, sign in
-
Can a brand go logoless? How can brands be recognizable or become a fashion statement if they decided to go logoless? what does branding really mean? ever thought about - would you be able to tell one shaadi lehenga from another by brand? shaadi lehengas don't carry brand logos printed on them loud and centre. would you be able to look at the bride and remark with confidence : 🌻oh she is wearing tahiliani 🌸or she's wearing a Sabyasachi 🏵️ or a manish malhotra similarly would you be able to tell from 5 different black dresses (logo not visible) - this is Chanel - this is a Balenciaga - this is Ferragamo - this is ......... a fashion designer for a brand must instinctively and distinctively (😂😂) know what his brand is about isn't it?! that would be the true test of a brand. -------------------- 😂😂😂 at the same time I am also a great believer in - make the logo bigger!! why so? because if your brand is not strong enough and does not have very distinctive or well established assets then at the very least make sure consumers register the brand name!! at CherryPeachPlum Growth Partners one of the things that we really do well and have done a lot of is to create BRAND BOOKS - meaningful brand books - that create a crystal clear and evocative definition (text, visual, sensorial) of your brand. #BRANDING #BRANDBOOK #BRANDSTYLEGUIDE #marketingwithvani www.cherrypeachplum.in
To view or add a comment, sign in
-
A mid tier fashion brand has 4 major weapons in the fight against cheap knock offs. 1. Being aspirational Beautiful photography, perfectly styled models, stunning stores, higher price points, celebrities & influencers in your product. If someone cool has worn your brand make a huge deal of it on social & on your website. We’ve just added Beyoncé, Billie Eillish and Sydney Sweeney in TA3 to our homepage. 2. Fabric & fit This is really important for high repeat & low return rates & something fast fashion doesn’t do well. If it’s a core strength make sure you’re talking about it non stop. Did I mention our core styles come in over 100 sizes for the perfect fit? 3. Innovation & Patents If your product is truly innovative get a utility patent. If your design is truly novel get a design patent. We have both. If your styles are neither proceed to #4. A product that actually does something and that can’t be copied is priceless. 4. Product branding How recognizable is your product as yours? You can build an incredible brand but if your styles aren’t easily associated with you then someone else can profit from your hard work. Alo, which has logos on everything, is better positioned than a minimal brand like Skims to beat knock offs. It doesn’t need to be a giant logo - could be a perfectly placed little red label (like Levi’s), red soles (like Louboutin) or 3 stripes on the side (like Adidas). If the branding doesn’t involve a logo make sure to trademark it.
To view or add a comment, sign in
-
🔑 𝗪𝗵𝗮𝘁 𝗶𝘀 𝘁𝗵𝗲 𝗸𝗲𝘆 𝘁𝗼 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝗳𝗼𝗿 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗙𝗮𝘀𝗵𝗶𝗼𝗻 𝗗𝗲𝘀𝗶𝗴𝗻𝗲𝗿𝘀? One crucial lesson often overlooked in fashion school is designing for diverse markets 🌏 It's not enough to master creativity, aesthetics, and trends—you must also understand how these elements vary across different markets. ✨𝐓𝐫𝐞𝐧𝐝𝐬 𝐚𝐫𝐞 𝐦𝐮𝐥𝐭𝐢𝐟𝐚𝐜𝐞𝐭𝐞𝐝 𝐚𝐧𝐝 𝐜𝐚𝐧 𝐛𝐞 𝐢𝐧𝐭𝐞𝐫𝐩𝐫𝐞𝐭𝐞𝐝 𝐢𝐧 𝐧𝐮𝐦𝐞𝐫𝐨𝐮𝐬 𝐰𝐚𝐲𝐬 𝐝𝐞𝐩𝐞𝐧𝐝𝐢𝐧𝐠 𝐨𝐧 𝐭𝐡𝐞 𝐭𝐚𝐫𝐠𝐞𝐭 𝐦𝐚𝐫𝐤𝐞𝐭.✨ 📑 𝑫𝒂𝒕𝒂-𝒅𝒓𝒊𝒗𝒆𝒏 𝒅𝒆𝒄𝒊𝒔𝒊𝒐𝒏 𝒎𝒂𝒌𝒊𝒏𝒈 In my experience working in wholesale at Isabel Marant, we collected direct feedback from our key accounts and fashion buyers to tailor collections that meet the specific demands of our top markets. For instance, we’d demand shorter dresses for Spain, opt for less cleavage for France, and add more embellishments for Russia. 🤝 𝑪𝒓𝒆𝒂𝒕𝒊𝒗𝒊𝒕𝒚 𝒎𝒆𝒆𝒕𝒔 𝒑𝒓𝒐𝒇𝒊𝒕𝒂𝒃𝒊𝒍𝒊𝒕𝒚 Now, as an international fashion designer, I work with brands from China to Australia and Peru. I must stay attuned to current trends while fully embracing my client’s brand identity and aesthetics. But even more important 𝐈 𝐦𝐮𝐬𝐭 𝐮𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝 𝐭𝐡𝐞𝐢𝐫 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫: 𝐰𝐡𝐨 𝐚𝐦 𝐈 𝐝𝐞𝐬𝐢𝐠𝐧𝐢𝐧𝐠 𝐟𝐨𝐫? 👉 My first question always is : • What is your main market, and what are your goals? Whether it’s maintaining a loyal clientele or expanding into new international markets, understanding these objectives is essential to my design approach. My main goal with any brand is to ensure: ✨𝐇𝐢𝐠𝐡𝐥𝐲 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐝𝐞𝐬𝐢𝐠𝐧𝐬 𝐭𝐡𝐚𝐭 𝐚𝐫𝐞 𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐢𝐚𝐥𝐥𝐲 𝐬𝐮𝐜𝐜𝐞𝐬𝐬𝐟𝐮𝐥.✨ After all, a brand needs to sell to exist, and so do its designs (wether we like it or not). ——————————————————— 🎙️ 𝗪𝗵𝗮𝘁 𝗮𝗿𝗲 𝘆𝗼𝘂𝗿 𝘁𝗵𝗼𝘂𝗴𝗵𝘁𝘀 𝗼𝗻 𝗱𝗲𝘀𝗶𝗴𝗻𝗶𝗻𝗴 𝗳𝗼𝗿 𝗴𝗹𝗼𝗯𝗮𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝘀? 𝗦𝗵𝗮𝗿𝗲 𝘆𝗼𝘂𝗿 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗰𝗼𝗺𝗺𝗲𝗻𝘁𝘀 𝗯𝗲𝗹𝗼𝘄!
To view or add a comment, sign in
-
🌟 Trends vs. Timelessness: Balancing Innovation and Tradition in Branding At the heart of branding lies a perpetual dilemma – the quest to marry innovation with tradition. Let's embark on a journey through the realms of fashion and branding to understand this delicate balance. 👗 The Temptation of Trends: Picture yourself at a vibrant gathering. Across the room, you notice two distinct personas. One stands out, adorned in the latest fashion trends – a daring hairstyle, a statement accessory. They exude confidence, riding the crest of what's hot right now. But beneath the allure, lingers a question: will their bold choices stand the test of time? ⌛ The Power of Timelessness: Now, shift your gaze to the other figure. Clad in a classic ensemble, they emanate an aura of timeless elegance. Their attire may not scream for attention, but it speaks volumes of sophistication and authenticity. In a world of fleeting trends, their style endures, drawing admiration for its enduring charm. 🎨 Striking the Balance: Let's transpose this scenario onto the canvas of branding. Like our partygoers, brands grapple with the challenge of balance. Take Nike, for instance – a trailblazer in innovation, constantly pushing boundaries with groundbreaking sportswear technology. Yet, amidst their quest for novelty, they remain anchored to their core values of empowerment and excellence. In contrast, consider Coca-Cola – an epitome of timeless appeal. Through decades of evolving consumer tastes, they've retained their essence, radiating authenticity and reliability. Theirs is a story of resilience, where tradition seamlessly intertwines with adaptation. 💼 In Conclusion: In the grand tapestry of branding, the equilibrium between trends and timelessness is paramount. Brands that navigate this dichotomy with finesse capture hearts and minds, transcending fleeting fads to etch an indelible mark on the sands of time. As we tread this path, let's remember – in the pursuit of innovation, let us not forsake the essence of tradition, for therein lies the true essence of brand longevity and resonance. Share your thoughts on striking this delicate balance in the comments below! ⬇
To view or add a comment, sign in
-
**Shining a New Light on Lab-Grown Diamonds: Trent's Innovative Launch** In an exciting development for the jewelry market, Trent has unveiled its new lab-grown diamond brand, POME, aiming to capture a growing segment of eco-conscious consumers. This move not only diversifies their offerings but also signals a significant shift towards sustainable luxury in the industry. One major takeaway from this launch is the emphasis on sustainability. By offering lab-grown diamonds, Trent is responding to a rising consumer demand for ethically sourced products. This trend is increasingly influencing purchasing decisions, highlighting the importance of aligning brand values with social responsibility. In my own jewelry business, I’ve seen firsthand how consumers gravitate towards pieces that tell a sustainable story—it's a competitive edge that we shouldn't overlook. Another point to consider is the accessibility of lab-grown diamonds. Trent's entry into this market makes high-quality diamonds more affordable for a broader audience. As these products become mainstream, they open up new possibilities for both retailers and consumers, underscoring the need for brands to adapt and innovate. In my experience, offering unique designs at various price points has helped me connect effectively with diverse clientele in web design as well. In conclusion, Trent’s POME brand not only represents a strategic business move but also sets a precedent for sustainable practices in the jewelry market. As consumers increasingly value eco-friendly options, brands need to consider how they can incorporate these elements into their offerings. What steps are you taking to integrate sustainability into your business? Let’s discuss in the comments!
To view or add a comment, sign in
-
If you’re doubting brand strategy. It’s time you saw the Telfar case study When Telfar Clemens launched his brand of handbags he had a major problem. He wanted to make luxury handbags accessible to everyone. In an industry that is built on exclusivity and luxury marketing. Telfar had to figure out how to position his product to be highly desirable without breaking the consumer's pocket. He needed a different strategy. Not just one that relied on a logo and a website but one that will position his product uniquely in the market. So he decided to break the status quo and democratize luxury. And baby! He understood the assignment and went to the root of where luxury gets its cool factor. The streets. Here are the receipts - Generated $6.6 million in revenue so far this year 2024 - His iconic Shopping Bag is known as the "Bushwick Birkin" - Celebrities from Beyonce, Oprah, Solange have worn their bags But that's not even the half of it… - Became a cultural phenomenon and symbol of accessible luxury - Achieved profitability without compromising his core mission - Created a sustainable business model based on accessibility And you thought having a brand was just a website and logo. Chile, please! It’s time we start putting some respect on brand strategy's name 👏🏾
To view or add a comment, sign in
16 followers