LABEL INTO A BRAND

Transforming a Label into a Brand

[Institute's Name]

Transforming a Label into a Brand

Introduction

Muubaa is an independent, UK based fashion label. The company was recently developed and have achieved early success in the UK market and have also become popular in the overseas market. This assignment aims to develop the positioning strategy, analyze micro environment and develop creative Content of Muubaa.

The roots of Muubaa's are embedded in development of 30 years practice of leather garment innovation and design. Every part in compilation is crafted to biggest standards of expertise and skill. The philosophy of Muubaa's is to provide a complicated but relaxed, typical but diverse appearance, those appeals to woman makes them feel confident and naturally stylish. The type that has the ambition for fashion but is not slave to patterns.

Stage 1: Positioning:

As we know that positioning refers to how company communicate their fundamental benefit to customers i.e. how you portray your product in the market. Since Muubaa is fashion label and offer woman to feel confident and naturally stylish, the most suitable positioning strategy is Price-Quality Positioning Strategy. The reason for this is that Muubaa has achieved early success in the UK market as well as in overseas market which shows that company has been giving quality to the customer. According to Price-Quality Positioning Strategy, prices are kept high due to high quality (Mathu, 2012, p. 27).

Muubaa has positioned themselves in such as way that super quality justifies their high price. This also enhanced customers confident in company - customer loyalty increase. Initially, Muubaa product would be offered on affordable/low price for their product with superior quality while, once they are attached to the product and customer satisfaction with the product would force customer to purchase their product no matter if the prices are high.

Background Research

Desk research:

Desk research methods are collecting data from the previous resources and data available on the particular industry. From different sites we have gathered social media views and on the bases on that we have made our decisions. According to social analyst at Guardian, Independent, Elle, Cosmopolitan and Glamour state that there is a huge demand for UK fashion brand not only in UK but also in other countries. These designers have huge reputation in the international since they are much attractive. In UK, Fashion industry contributes almost £21bn to the UK economy stated by London Fashion Week. As we know that women spend major portion in the clothes, t his results in higher disposable income on clothing than men do. This should also be noted that 816,000 people are working in UK fashion industry. Majority of the social analyst state that UK women tends to wear more fashionable clothes which are mush in demand and have superior quality. These women do not consider price factor when quality factor exist in the product. Due to this factor, huge brand sales are increasing per year. Not because of their new product, product is same but due to the quality and reliability ...