Step 5: Name and Logo

Since I Am originally from Boston I thought it only befitting to pay homage to my home spot, hence the name Bean Town Brod. “..Is a leading contemporary women’s wear company that creates stylish and comfortable women’s clothing.” (Brand Story, Joseph Hancock, pg. 174)

Step 4: Creating the Look of My Product

Creating my product was basically easy. I took your basic tank top/ cap sleeve t-shirt and screen printed sayings or slogans that I came up with. I took Johnny Cupcakes saying of “My name is Johnny, and I make clothes with cupcakes on ‘em. Have you had your cupcake today?”(John Earle, http://shop.johnnycupcakes.com/story/) and I have applied that to my way of creating my brand. Like Johnny my name is Rebecca and I make stupid t-shirts. How do you wear stupid? “..Branding strategies have included the use of a blog where he shares his personal experiences and relates them to his brand.” (Brand Story, Joseph Hancock, pg.109) I been blogging my experience and start-up of my brand and I can now keep it and allow it grow daily to help ensure I keep my consumers up to date and allow them to see my process and actually feel a part of my brand.

“My target market is primarily young and urban.” (Brand Story, Joseph Hancock, pg.148) In developing my sayings/slogans I had to take into consideration my target market and who they were. I want my consumers to feel a sense of uniqueness and a step out of normalcy and a dive into STUPIDITY!

“The company has generated such a media stir that fashion gurus everywhere are buzzing ecstatically over the garments.” (Brand Story, Joseph Hancock, pg. 157) This is how I want my company to develop into; a brand that causes a stir in the media. That’s why the creation process is a giant step. It has to be a great development in order to succeed to a media buzz phenomenon. “There are few people you meet during your lifetime who make a permanent impression.” (Brand Story, Joseph Hancock, pg. 125) This is how I want my brand to implement to my consumers. I want to make a permanent impression. I feel with a great project and a creativity approach you can achieve this status. “…became one of the most unique and hippest premium lifestyle brands competing in the fashion underwear market.” (Brand Story, Joseph Hancock, pg. 159)

Step 3: Define your Market and your Identity

My target market would be geared towards woman 18-35. For now we are geared towards woman until we can develop a sense of what men in this target range want out of a shirt and are willing to wear. “If Cinderella ever needed to replace her fairy godmother, she would call Dolce & Gabbana.” (Brand Story, Joseph Hancock, pg. 53) I want my brand to be well-known to be considered an option if the one person you look towards is out of commission we can be your back-up. We are designing for the everyday person. We do not discriminate or yield to only the “model” type bodies. “ ..but they love real people as opposed to the emaciated body types we have come to expect in luxury fashion.” (Brand Story, Joseph Hancock, pg. 57)

The shirt designs will be an expression of who you are and how you feel your style is interpreted. We want all sorts of funky, crazy, unique even boring people to wear our shirts. “By targeting consumer markets such as the gay and lesbian community as well as affluent sectors of society, and by dressing real women and featuring them in their ads, Dolce & Gabbana are making a statement.” (Brand Story, Joseph Hancock, pg.70)

I want to create an experience that will ultimately bring in new customers and maybe new target market. “…is the ultimate example of branding as an experience; the brand permeates the stores.” (Brand Story, Joseph Hancock, pg. 89) My boutique will also carry an identity that fully represents the overall brand and what I want to be interpreted. “Even with the Internet, brick-and-mortar stores are still an important component for most fashion brands.” (Brand Story, Joseph Hancock, pg. 95)

Step 2: Who am I Aiming these Clothes at?

Our main focus in our consumers gravitates towards 18-30 year old but does not limit us to them. Starting off we are geared more towards females but as our database grows and our brand starts to develop more we will branch out and cater to both male and females and then maybe to children and event pets. “In emotional branding, Mark Gobe points out that successful fashion brands are those that can capture the emotions personal convictions of their customers.” (Brand Story, Joseph Hancock, pg. 29)

I want to be sure that we are capturing our customer and taking in consideration their wants and needs and not just my personal ideas. In order for me to successfully do this, major research will be conducted. Surveys, focus groups, even just normal chit chat with friends and family to gather their opinions. “The work of these researchers in the area of fashion branding can be combined to conclude that meaning, associations, emotions, and storytelling are the key ingredients for building fashion branding success.” (Brand Story, Joseph Hancock, pg. 31)

My brand needs be identifiable by my customer and therefore I am targeting ages between18-30 at first because around 18 most people are developing into their own and are very impressionable on today’s fashion. “Fashion branding is a mixture of many elements and strategies that are generated to create product identity.” (Brand Story, Joseph Hancock, pg. 32)

Step 1: What I Want to Produce

After much contemplation I have decided to produce t-shirts/tank tops. Not just any t-shirts, but signature t-shirts with phrases yours truly has come up with. I want them to be unique and distinguishable to my future consumers. “A t-shirt, pair of jeans, sweatshirt, khaki pants, baseball cap, even a pair of shoes can be dull and indistinguishable without the help of fashion branding.”(Brand Story, Joseph Hancock, pg.5)

I am producing these t-shirts/tank tops with my consumer in mind. Thinking of myself as the consumer I fully want to understand what is it that I and others like me would want from a shirt. “The theory of simultaneous adoption of fashion suggests that garments enter all levels of the consumer market with variations in quality and price line in order to accommodate consumer spending.”(Brand Story, Joseph Hancock, pg. 13) I want to make these shirts with the ease of affordability to my consumers. Shirts now a days are getting expensive for what l believe as “not worth it” and I want these shirts to make you feel comfortable, happy, and just an overall “FUN” experience. “During the 1960’s a fashion language of sorts was developed. According to French philosopher Roland Barthes, clothing garments are created and stylized in the design process to suit current fashion.” (Brand Story, Joseph Hancock, pg. 17)

These signature t- shirts/tank tops will be available to all cultures and levels of society. We are not geared to just middle class, or Generation Y consumers. We are here to produce easy, fun shirts that anyone can wear if they so choose. “De-differentiation suggests blurring of high and low cultures.” (Brand Story, Joseph Hancock, pg. 21)

Don’t be afraid of what comes out of this new product; just be excited to be a part of it. Fun, easy and affordable and best part of all not geared to a specific gender, person, or social status. We want all parts of life to enjoy our signature t-shirts/tank tops.