“FiGurE” Jeans

[Name of the Institute]

“FiGurE” Jeans

Brand Name - “FiGurE”

The chosen brand name for our new product line will be “FiGurE.” This name has been selected to represent many aspects of casual wear. First of all, the word figure implies a number of things, including any shape or representation of something and this is the impression that we wish exude, that people of all shapes, sizes or ages can wear our denim line and be comfortable and at the same time be fashionable, i.e. conform to a fashionable “figure.” Moreover, another reason for selecting this name was to convey the impression to our target audience that we as a brand want to build up an image which itself can become a “figure” or leader in the denim market where competition is already tough.

Target Audience

It would be useless to launch a brand without identifying and selecting a target audience for any brand, as the purpose behind targeting a specific consumer base is to ensure sales and in turn profit maximization (Schultz, 1993). In our given scenario, for the “FiGurE” brand, we will therefore start off by identifying our target audience followed by our positioning statement as well as outlining an effective positioning strategy and this will serve to ensure success of our new brand.To build up an effective communication strategy by way of which we can reach the consumers, we have to understand the people or individuals we are addressing. Our target audience will have a few uniform characteristics like being urban as well as modern individuals. “FiGurE,” will therefore aim to focus on the following selected audiences:

Gender

As we plan to launch a male as well as female line of denim wear, including all types of jeans, three quarters as well as shorts for him and her and skirts for her specifically. ...