Trisha Ravindran Nair
081084
Fashion styling and Visual Merchandid-
ing T1
1 Research and Marketing Strategies
• Consumer Trends 1
• Retail Industry Analysis 3
• PEST Analysis 4
• SWOT Analysis 5
• Competitor Analysis 6
• Market Segemntation 7
• Concept and Rationale 8
• Promotion 9
• ESP and USP 10
• Target Consumer 11
• Competitor Positioning 12
2 Strategic Branding
Table OF
• Brand DNA & Core Values 13
• Brand Onion 14
• Brand Identity Prism 15
CON
• Brand Mission Statement and Tagline 16
• Consistency 17
3 Visual Branding
TENT
• Brainstorming 18
• Visual Concept Journey 19
• Logo Creation and Usage 20
• Colour Chart 22
• Typography 23
• Pattern 24
• Material 25
• In store Moodboard 26
• Collaborations 28
• Packaging 30
• Merchandise 31
4 Communication Strategies
•
•
Race Model
Instagram Posts
35
36
• IG Reel 37
• Strategic Patnership 38
5 References 40
Being Human ( Mintel 2024)
AI and technology have advanced over the previous year, automat-
ing routine tasks and freeing up time for more important work.
Businesses must learn to find a balance between progress and
the preservation of human elements in contrast to faceless algo-
rithms. Customers look for a degree of compassion and assistance
that can only come from humans.
Consumer
Trends Build Consumer Trust ( WGSN 2023)
Ensuring price transparency and providing straightforward
solutions to common issues will provide consumers piece of
mind, since they have become wary of corporate greed and
price gouging. Be part of the solution, not the problem
1
Relationship Renissance ( Mintel 2024)
The concept of self-care will be redefined to include one’s re-
lationships with others as well as oneself. Assist customers in
forming networks and stronger connections with like-minded
individuals. The establishment of a sensory appeal—a hug, a
handshake, etc.—will strengthen the power of connection.
Consumer
Trends Community Care ( WGSN 2023)
In light of the care economy’s predicted dominance by 2024,
consumer-focused goods, services, and content ought to be
given top priority. As the number of Gen Z and LGBTQIA+
people rises, corporations should develop social experiences
that educate consumers about pressing topics.
2
Healing Design ( WGSN 2024)
Customers require solace, and the environments they inhabit
have a significant impact on their ability to mend and replen-
ish themselves. Warming colour scheme, welcoming texture,
and natural materials. To provide breathing room, employ
simple soft diffused lighting.
Creating Cosiness ( WGSN 2024)
More than ever, consumers who are bouncing from crisis
Retail
to crisis require consolation. Shopkeepers highlighting the
Industry
role of home as a retreat or safe haven for rest. To create a
welcoming atmosphere and promote a sense of community,
utilise language that is inviting.
Design for senses ( WGSN 2024)
More than ever, consumers who are bouncing from crisis
to crisis require consolation. Shopkeepers highlighting the
role of home as a retreat or safe haven for rest. To create a
welcoming atmosphere and promote a sense of community,
utilise language that is inviting.
3
P Trade regulations, such as import taxes, can have an impact on the movement
of goods. As a result, companies ought to be urged to purchase raw materials
from regional designers and handmade labels. (TheGuardian 2023)
PEST E
Analysis
Record braking high interest rate along with recession, the loss of families
during the Israelis and Palestine conflict, these factors are deeply disturbing
consumers. Due to increase in household prices, consumers are on the lookout
for a bargain or a bang of their buck. Therefore increase in quality and customer
interaction will be beneficial for the brand. (TheGuardian 2023)
S According to statistics, over 61% of individuals think that Gen Z and young
Millennials prioritise brands that are known for appreciating authenticity
and identify with firms that reflect their beliefs. Additionally, social experi-
ences that inform customers about pressing issues must to be implemented
(marketingdive 2023)
T In the fashion world, the meta verse has become an emerging thing. Ar-
tificial Intelligence enables clients to personalise products according to
their tastes. AI that offers customised strategies can also be geared towards
well-being. This keeps you competitive in a dynamic market and reduces
management costs. (Wired.uk 2023)
4
S • A unique place for style and personal development, in-
store wellness classes gives an extra layer of enrichment
• Fusion of fashion and acceptance
• Customsable clothing
SWOT W
Analysis
• Making consumers re aware of the brands emphasis on
both tenets of its philosophy in order to differentiate it from
other fast fashion.
• Managing customer expectation of timely handouts be-
cause customisation takes a while.
O • Tapping into new demographics and markets to broaden
the brands reach
• Enhancing the brands online presence
• Collaborating with numerous artist visibility
T •
•
Limited usage of AI and Metaverse can be a potenial threat
Rapid change in trends may require agility in design
5
Brand
Target Market With its distinctive and artistic
lifestyle, Anthropologie has
Muji aims to market to
millennials but has a broad
Leclaireur is a high end concept Hogar has placed its as a
store renowned for its Avant fashion and lifestyle brand for
effectively positioned itself as a audience, the common thread is Garde assortment of lifestyle GenZ and young Millennials,
lifestyle brand for millennials shared mindset among and fashion items. Lays blending modern design with
Competitor
consumers who value clutter- emphasis on exclusivity for functionality and a home like
free simple and quality driven those who appreciate environment.
lifestyle. craftmanship, limited edition
and rarity.
Pricing Anthropologie is a mid to high Muji’s target is low to middle Leclaireur is a high end fashion Hogar is a middle t0 high end
Analysis
end brand income consumers brand. Ranging from £75- brand. Ranging from £50-
Fashion: £50 - £500+ £10 - £100+ £32,000+ £1000+
Homeware: £30 - £3000+
Product offering Clothes, shoes, Accessories, Clothing, Home goods, Clothing, Design objects, Art Customizable clothing, Wellness
Homeware, Furniture, Beauty Skincare and beauty, Basic and installation, Conceptual products, Home décor, Hygiene
furniture, Travel essentials, Food jewelry, Lifestyle products, products, Bedding and linens.
Limited edition collection,
Multi-sensory experience.
Iconic product Their Mugs are known for their
whimsical illustration and
They have a wide variety of
product offering
Immersive retail experience, The Harmony Haven Rug
Artworks, Limited editions transforms every living space
(P.O.D) quirky shapes. Beauty- Cleansing oils and into cozy sanctuary.
toners due to increase in craze
of Japanese skincare.
Organic t-shirt, socks and
underpants for their quality.
6
The brand mostly caters to Gen Z and young
millennial consumers in their 20s-30s. Due to
the high expense of living in the UK and the
demands of job and education, individuals of
both generations are experiencing stress and
burnout. As a result, they are becoming more
and more interested in purchasing ethically and
maintaining their wellbeing . As a result, brands
must use store design and in-store experience to
communicate their brand values.
Market
Segmentation
7
Concept
For young millennials looking for a place to call home away
from their own actual home, Hogar is a brand. Simply put,
the word alludes to an area where a person might experi-
ence a sense of belonging. As a result, our brand wants to
establish itself as a creative environment where people can
express themselves without worrying about being judged.
Our brand is offering high quality elevated basics with per-
sonalised customisation options. By integrating both comfort
Concept
and authenticity, the store design will resemble the brands
philosophy by having a home like outlay. As part of its mar-
keting and promotion plans, Hoger will host workshops on
Rationale
well being that aligns with brands ideology.
Rationale
Our research indicates that, despite exceptional circum-
stances, Gen Z and young Millennials are making a concerted
effort to adjust to a world that is changing constantly. Con-
front this chaos. For people who yearn to feel a feeling of
acceptance and are missing their home, Hogar will act as a
lighthouse. Hogar will thus situate itself to cater to aspira-
tional fashion and lifestyle needs by positioning itself in the
middle-to-high end income range starting from £50 and cus-
tomisation on top of it.
8
Promotion
This concept store, located on Needham Road in Notting Hill, combines
the warmth and tranquilly of natural lighting with the richness of organ-
ic materials. Daylight floods the space, balancing the artificial lighting.
The colour scheme is centred on gentle, neutral hues to preserve an air
of refinement and serenity. The primary strategy is to furnish the clients’
homes with a peaceful atmosphere.
With the help of our house-shaped pop up for Hogar, enter the epicentre of
comfort and style. Enter a universe where all the corners reveal a sophisti-
cated and friendly tale. Visit our pop-up shop in Portobello Market to have
a quick snack and browse our in-store inventory.
Promotion
9
Esp
To the ones who are away from home, we wish to bring it
closer to you. An environment where your emotions are val-
ued, which fosters a feeling of belonging.
ESP
We want our customers to feel as though we are here to sup-
port them and provide them with means of self expression in
this unsettling world.
USP USP
“Hogar, the intersection of flair and acceptance.” Revealing
style that not only spruces up your closet but also honours
each persons distinctive journey, leaving you feeling not just
stylish but also completely at home.
Our apparel serves as a canvas for your uniqueness and is
more than just a product you buy. With customisable pieces,
you may enjoy the delight of creative expression while mak-
ing sure that every item of clothing tells your story, stitch by
stitch.
Indulge in an immersive experience that blends wellness
techniques with style advice to make sure you feel as beauti-
ful as you look.
10
AGE
23
STATUS
single
Lives in central but occassionaly loves a get-
away with freinds and family
Explores his creative side when feels burned
out by corporate like
JOB
Strategic Analyst for a Multinational Company
INCOME
£30K to £35k annually
Education
Target
Alex graduated with honours from Imperial College of London ma-
joring in Business Administration.
He explored elective courses in art where his creativity blossomed
in sancuary
Music Genre
Consumer
He appreciates rhythmic beats and soulful lyrics of Indie
and alternate rock. Bands like Artic Monkey, Florence+ The
Machine and ALT J
FAVOURITE BRANDS PERSONALITY
His fashion seamlessly blends with his lifestyle Harmonious blend of analytic acumen and
corporate life- Hugo Boss, Zara artistic flair. He is reserved but an observer,
Free people and Urban Outfitters for everyday keenly attunes to details. He liked to maintain
Likes to find accessories in local markets journals which help him reflect on his daily
SHOPPING BEHAVIOUR activites. Beneath the corporate exterior, he is
Concious shopper a vibrant and artistic soul
At times impulsively buys things that he doesn’t really need
Goes on shopping splurge once a month to chnage things up
In store experience also matters to him.
SOCIAL MEDIA
Twitter, Instagram, Tiktok, Pinterest
HOBBIES
DIY projects at home
Explore local markets
Attends cultural workshops
Tries to create art with different mediums
STYLE
During week- Smart Casuals
Weekend- Leisure wear
11
Competitor Brand Concept Store
Competitor
Positioning
Hogar positions itself at high- middle end terms of prices with a
relatively high quality product. The collection offers a mix com-
fort and aspirational fashion and lifestyle needs. The store would
be a concept store displaying the ideology
12
Brand DNA
Hogar- where fashion meets home, crafting a haven of
style and well-being
Core Values
Brand DNA • Comfort
Core Values
• Well-Being
• Quality Craftmanship
• Individuality
• Community Connection
• Customer Centric approch
13
Brand
Onion
14
Brand
Prism
15
Mission Statement
HOGAR is a journey rather than merely a brand that aims to
create a “home away from home.” Our goal is to perfectly
combine lifestyle and fashion. At HOGAR, our goal is to be
the lighthouse that travels with you on your own path, trans-
forming every area into a representation of your distinct
personality. Enter a world where comfort and style collide,
where emotions and fashion connect, because everyone de-
serves a HOGAR.
Strategic
Branding
Tagline
Its Hogar, More than a Home.
Slogan
“Discover. Define. Dwell. HOGAR- Where your heart finds
Home.”
16
Brainstorming
17
Consistency
18
Visual Concept
Journey
19
Logo
Creation
20
Logo
Usage
21
Colour
Chart
22
Typography
23
Pattern
24
Material
Board
25
In Store
Moodboard
26
In Store
Moodboard
27
Shantell Martin
The complicated and continuous lines that explore issues of
Collaboration
identity, belonging, and the complexities of human connec-
tions are characteristic of Shantell Martin’s artwork. Her
artwork sometimes includes whimsical characters that en-
tice people to consider how interconnected everything is. Her
work also reflects on the experiences that unite us as a soci-
ety and on the journey of self-discovery.
28
Collaboration
29
Packaging
Prototype
30
Merchandise
Moodboard
31
Merchandise
Moodboard
32
Merchandise
Our lifestyle merch embodies sophisticastion with timeless
and handcrafted designs to elevate everyday living
33
Merchandise
Our clothing merch is blending timeless elegance with comfort offering
you a refined yet relaxed wardrobe
34
Criteria Objectives KPIs
Reach -Increase followers and likes on Instagram. -Anthropologie has 4.5m followers on Instagram, Hogar aims to have 1.5m followers on
-Increase Engagement Rate Instagram in a year.
Race
-Anthropologie has average likes of 2k, Hogar aims to get 1.5k likes per post.
-Anthropologie’s average engagement rate is 0.042%, Hogar aims to have 0.02%.
(Instagram 2023)
Act -Decrease bounce rate -Average Bounce rate for a website is 60%. Anthropologie is currently 34.22%, Hogar aims to
Model
-Increase web traffic have a bounce rate of 52%
-Anthropologie has a web traffic of 7.3% in the UK mostly by women around 25-34 years old,
-Increase average time spent by consumers on
Hogar aims of about 5.2% of web traffic in this year.
website -Average consumer of Anthropologie spend approximately 5.39 minutes on their website, Hogar
aims to get around 3 minute of engagement by consumers on website. (Similarweb 2023)
Convert -Aims to increase instore subscriptions. -The average subscription are 25%, Hogar should aim to have 15-17%.
-Anthropologie Email open rate in 0.85%, Hogar aims to have around 1% in a year. (Similarweb
-Aims to increase email open rate
2023)
-Increase conversion rate
-Average conversion rate is 3.65% in 2023 for fashion industry, Hogar aims to get around 2.5% in
this year (Centra 2023)
Engage -Increase Customer retention rate -The average customer retention rate is 63%, Hogar aims to generate 50% customer
-Increase mentions on social handles by retention rate. (explodingtopics 2023)
consumers -In the past one hour Anthropologie has been tagged in 31 posts, Hogar should aim at least
12 tags in posts within an hour (Instagram 2023)
35
Instagram
Posts
36
Instagram
Reel
https://www.instagram.com/reel/C0aSkKgI5D9/?utm_source=ig_web_button_share_sheet
37
Hogar in collaboration with Unreal Engine aims to de-
velop a virtual reality (VR) experience that will allow
customers to take a virtual tour of a home that includes
Hogar products, providing them with a realistic and lu-
cid look at our products in their environment. This com-
prehensive and detailed view helps consumers makes
precise decisions.
Strategic
Patnership
38
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