A sample Brand Development presentation for a fictitious fashion brand.

2. S.R.G.

3. S.R.G.
Origins (DNA)
 Born in St. Petersburg, with grandmother a seamstress.
Developed ‘old-world’ love of fine cuts, understanding
fabrics attention to detail, couture – level finishing's
 Raised in US – technology, innovation and new frontiers
 Came to EU - focus on sustainability, environmental and
societal responsibility
HighTech, Socially Responsible, yet with ageless craftsmanship
and glamorous style.

4. S.R.G.
“Creating sustainable, responsible and glamorous special occasion
dresses for discerning, conscientious and fashion forward
women.”
Once upon a timewhen shopping for specialoccasiondresses, women
had lots of options in style, but not substance. Everyday, the
choice had to be made between glamour
orenvironmentalresponsibility. One day, a new
fabricwascreated, QMilk. Because of that, it becamepossible to
create a luxurious, glamorousgownthatwasalsosustainable.
Because of that, we have started S.R.G. Untilfinally,women do
not have to compromizeontheirbelieves and ethics in order to
have thatspecialglamerousgown of theirdreams.

5. S.R.G.
Sustainability
 Using smart, sustainable fabrics – for example: “Qmilk”, an
organic, 100% sustainable and biodegradable fabric.
 Using only sustainable, bio-friendly dyes.
 All the dresses can be returned to manufacturer for recycling or
environmentally friendly disposal. Profits recycling go to
benefit S.R.G. foundation.
 The cost of the dress includes a donation to Rainforest
foundation to offset the carbon footprint of producing and
shipping the garment.

6. S.R.G.
Responsibility
 Responsibility to our fellow human beings, to do good, be kind
 The company directly oversees the creation of dresses –
including all, if any, sub-contractors used.
 Fabrics manufactured in Germany and Europe, where
production and working conditions are much more transparent.
 Clothing manufactured in Ukraine – paying a living wage.
 S.R.G. foundation – established to improve the welfare of
women by providing education, work skill training and access to
healthcare.Operating in Ukraine

7. S.R.G.
Glamour
 The clothing is manufactured to the highest standards.
 Only the best-quality (sustainable) materials are used.
 Luxurious feel, using only the best retail locations and highest
quality customer service – we know that the experience of
buying a dress is half the fun!
 Daring cuts that build upon and echo the glamour of the ages
past.
 As appropriate for 19 as for 45 year old.

8. S.R.G.
Target Group:
 Women who like to be glamorous, but are also environmentally
and socially conscientious.
 Women who donate to causes
 Price range - $500-900
 Special occasion dresses
 Prom
 Formals
 Award Ceremony
 Receptions
 Bride’s Maid
 BlackTie events

9. S.R.G.
Smaller budget:
 9 Styles per season, 2 seasons
 8 Sizes available
 100 dresses sold per size
 Average price ($700)
 Sales income of $10M
 Marketing budget of about $500.000

10. S.R.G.
Communication plan
 Goal – raise awareness of brand to result in sales of 15,000
dresses
 Goal - Drive sales traffic to:
 Online Boutique
 Select Retailers (smaller boutiques)

11. S.R.G.
Promotional Materials ($100,000)
 Photo spread to be used on website, for promotional
photos, magazines, blogs and so on.
 Create a limited edition S.R.G. Qmilk scarves to send to
blogers, use in promotional packages, gift backs & so on.

12. S.R.G.
Media ($250,000)
 Focus on bogglers exclusively – word of mouth is key
 Local media, rather than national/international
 Print
 Focus on local magazines vs. national/international magazines
 Try to get interview/blurb rather than a paid for page with
photos

13. S.R.G.
Activities ($150,000)
 Capitalize on connection withTV presenter, aim to get a spot
onTV show
 Issue a press release for News Papers,TV, magazines, blogs
 Organize a launch party/fashion show to present the new
line. Invite blogers, local media, local celebrities and fashion
students to

14. S.R.G.
 Larger budget:
 9 Styles per season, 2 seasons
 8 Sizes available
 1000 dresses sold per size
 Average price (700)
 Sales income of $100M
 - Marketing budget of about $5M

15. S.R.G.
 Communication plan
 Goal – raise awareness of brand to result in sales of 150K
dresses
 Goal - Drive sales traffic to:
 - Online Boutique
 - Select Retailers (smaller boutiques)
 - Large Retailers (Nordsrtoms, Macy’s)

16. S.R.G.
 Promotional Materials ($1,000,000)
 Photo spread to be used on website, for promotional photos,
magazines, blogs and so on.
 Video created to explain the brand, show the work of S.R.G.
foundation, and responsible manufacturing facility in
Ukraine
 Create a limited edition S.R.G. Qmilk scarves to send to
blogers, use in promotional packages, gift backs & so on.

17. S.R.G.
 Media ($1,500,000)
 Focus on
 National & international media, rather than
national/international
 Print
 - Focus on national and international magazines
 - Photo spreads to run for 3 months
 -Try to get interview/blurb

18. S.R.G.
Activities ($500,000)
Capitalize on connection withTV presenter, aim to get a spot on
TV show
Issue a press release for News Papers,TV, magazines, blogs
Organize a launch party/fashion show to present the new line.
More exclusive, higher priced venue.

19. S.R.G.
 Recruit a well-know and respected spokes person/spokes
people to promote S.R.G. in the media and online. ($2M)

20. S.R.G.
 Growth Potential:
 Bridal
 Children’s clothing
 Pre-Teen clothing
 Plus size line