Maroline Couture Brand Recognisability Project

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Table of Contents

The Product / Service
Unique Selling Point
List of the problems to solve
Objective
Target Audience
Current Brand/Campaign Analysis
Attitude – Campaign Look And Feel
Message Strategy
Additional Critical Information

The Product / Service

Maroline Couture is a womenswear brand established in 2017 by two friends. Together, the synergy of this duo has brought together femininity and chic at an affordable price.

Unique Selling Point

The brand is all about unique/exclusive clothes at an affordable price for the younger generation.

List of the problems to solve

Low recognisability
Low access to the products
Insufficient channels and opportunities to reach potential clients
Absence of an outlet (physical environment)
Lack of trust or loyalty
Absence of favourable image

Objective

The objective of the project is to increase the recognisability of the brand and to build a favourable image among potential customers (young women). Three main points that are expected to appeal to the target audience are chic, quality, and affordability; it is important that all three are stressed in combination (chic and affordable without compromising the quality) as opposed to being stressed separately. Also, the objective is to gain the trust of young women who appreciate sophisticated styles but cannot always afford luxury brands; such women have the potential to become loyal customers.

Target Audience

Project Target

Young generation; girls and young women who are 18 to 25 years old.

Brand Target

The brand is targeting modern women who pursue an effortlessly chic lifestyle.

Current Brand/Campaign Analysis

Positive Aspects

The brand is still small, which makes it rather exclusive and allows the designers to maintain the top quality of their products.

Negative Aspects

All production takes place abroad, and it is hard to monitor everything closely. The rent is high, and it is still impossible to open a store, so all selling has to be done online.

Attitude – Campaign Look And Feel

Campaign Look and Feel

Just like the brand’s clothes, the campaign should be chic and sophisticated. The target audience—women who are young and interested in chic products but not always able to afford them—suggests that the campaign should be classy but, at the same time, bright and appealing to younger audiences.

Campaign Message

Major benefits are that the brand’s products are affordable and exclusive; in addition, they are capable of attracting different women because they are both modern and chic. The brand is young and small, which is why it is still flexible in terms of managing its production and marketing efforts, which is recognised as a benefit as well.

Message Strategy

What

What the advertising should deliver is the idea that Maroline Couture is the place where a woman will definitely find something that fits her and makes her feel elegant and sophisticated. The message is that the brand can help customers look great even if they find it hard to find the right outfit, e.g. for a special occasion.

How

The message will be delivered through an example: two women are walking with shopping bags, and one of them complains that she cannot find the right dress for her important date the next day. The other woman says that this happened to her, too, when she was looking for an outfit for her brother’s wedding, and she says that she ultimately found the right dress at Maroline Couture. As they are walking toward the store (it is suggested to provide the brand with a physical setting for advert purposes), two women discuss the way clothes can make you feel right during special occasions. Right before entering the store, the first woman repeats the refrain, “The date should be simply perfect!” After they enter and see the beautiful interior, a salesperson approaches the woman and tells her that her date will be simply perfect. The effect of a problem being almost supernaturally resolved by merely turning to the advertised brand should stress the message that Maroline Couture is the place a woman should go if she is looking for clothes that will be chic and sophisticated (the footage of the interior will deliver this perception), and she will find something there that will work perfectly for her.

Additional Critical Information

In this advert campaign, it is important to link the brand to personal experiences and things that are generally perceived as meaningful. Instead of advertising dresses, which may be high-quality and chic, it is proposed to convey the idea that, when buying from Maroline Couture, women buy more than clothes: they buy an image of themselves as chic and sophisticated, especially during special occasions, because this is when looking good is particularly important. And this image can be bought for a very reasonable price.

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