Running Head: FASHION BRANDING

FASHION BRANDING
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Table of Contents

Introduction......................................................................................................................................2

Brand strategies...............................................................................................................................2

Market size...................................................................................................................................2

Target customers..........................................................................................................................3

Decoding and USP...........................................................................................................................3

Reflection.....................................................................................................................................4

Impacts of ethics and internal interpretation...................................................................................4

SWOT analysis................................................................................................................................5

Conclusion.......................................................................................................................................5
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Introduction
Market of India is growing regularly. This is universal truth that opportunities come with the
many accompanying issues and market of India is also not diverse. Following discussion will
cover the issues encountered by the surrounding fashion organizations moving within the luxury
good market of India that are related to understand psyche of luxury buyers and segment.

Brand strategies
Brand theories which will be applied by the organizations Miu Miu, J.W. Anderson, and Gucci
in the Indian fashion market will be identity of brand. Agencies for branding will brainstorm and
craft their brand elements that referred to as the applied identity of brand. This will be the
presentation of the brand logo that customers will remember. Brand elements will play the
important part for these brands as explains the sustainability of the businesses. The use of brand
identity as a process will bring the process of explanation simpler and easy. Strategy for the Miu
Miu, J.W. Anderson, and Gucci to gain the success in the Indian market will be to focus on the
innovation. Innovation will help the businesses to extend the existing products and invent the
new suitable products to satisfy the requirements of the Indian customers. It will develop the
aspirational buyers.

Market size
Fashion industry of the India is estimated to reach towards US$50 billion by the end of 2020
which is in present US$30 billion [CITATION Ass18 \l 1033 ]. There is growing middle class, higher
disposable incomes, burgeoning millennials, favorable policies for trade, and social media
explosion perform as the main drivers fuelling Indian luxury market growth. Fashion market of
India is going within the drastic change from conspicuous consumption to the self-indulgence.

Target customers
Indian customers are different compare to the western counterpart. The target customers for the
brand will be composed of men and women with the mid and high range incomes. These are very
fashion forward and conscious regarding trends and residing within the urban area. These usually
do the shopping for themselves or children. These are young and highly sensitive regarding the
trends of luxury brands (Khare, 2014).
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Decoding and USP

Decoding for the brand Miu Miu will be the image of brand as the noticeable high fashion brand
known regarding the avant-grade and provocative style. These feature the painstaking attention
to quality and designs evoke the sense of freedom within the classic style regarding luxury
Italian label. Unique sales position for the Miu Miu is marketing concept that attracts the women
customers from its products and convinced them to switch the brand. The identity of the brand is
that it is brand from Prada group. It was inspired through the personal wardrobe of the Miuccia’s
and named after the family nickname. It has the independent identity and grown as the leading
fashion labels within the globe. Philosophy of the brand is focused on the boundless creativity.
Values for the brand combined as the charming and unruly of the brand that combines a
sophisticated elegance with the youthful and carefree soul (Das, 2015).

Decoding for the J.W. Anderson will be the development of feelings and emotions to the
products of the organization. Unique sales position of the business is presented within the
exhibitions as it present the creative collection of the products. The organization presents its
identity by creating the different products compare to the other organizations. This organization
had presented values and philosophy through collections as typically multifaceted. The design
statement of the organization is cultural agitation.

Gucci decoding is to attract the loyal base of customers through delivering the products and
services which aligned with the promises of brand. Unique sales position of the business is
presented through the leather handbags and other goods. This brand present its style through the
reinventing the modern approach regarding fashion. This organization crates the values by
reinforcing the position as the most desirable fashion houses. This organization regularly set the
new standards within the fashion industry (Mathew, and Biswal, 2012).

Reflection
After the analysis of the brand decoding and unique sales position I can conclude that these
brands will have the high level of customer’s attraction within the Indian market as they are
already famous at worldwide level. Indian fashion industry is moving to the luxury brand and it
will present the more opportunities for the new brands.
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Impacts of ethics and internal interpretation

Proposal for the brands Miu Miu, J.W. Anderson, and Gucci will be to focus on the marketing
approaches and launch the product in the fashion industry within the geographic markets.
Advertising will remain the beneficial and popular way to attract the huge customer’s base for
the brands (Pani, and Sharma, 2012).

Competitors for the Miu Miu, J.W. Anderson, and Gucci within the Indian fashion market will
be Zara, John Players, Louis Philippe, Park Avenue, Van Heusen, BlackBerrys, and Peter
England. Organizations success will be depend on the production of quality products with
increasing the level of customer’s satisfaction. Failure of the organization will be present within
the loose of customer’s satisfaction with the low quality products and services.

Organizations to meet the desired objectives within the Indian fashion market should focus on
the working conditions and standards, provide the equal opportunities within the market to
maintain the workplace diversity, trust and integrity and maintain the rights of employees and
management to gain the competitive advantage and higher level profits (Thakur, and Kaur,
2015).

SWOT analysis
Strengths Weaknesses Opportunities Threats
Cheap labor High level Growing industry Decreasing fashion
dependence on cotton cycle
products
Greater flexibility for Poor infrastructure Information Phasing out of the
specialized products technology integration quotes
& services
Rich heritage offer the Productivity of labor Easy access within the Formation regarding
effective inspiration is low market trading blocks
base to designers

Conclusion
The discussion presents the existence of considerable scope for development of fashion industry
luxury brand in India. Further discussion explores the consumption and marketing behavior of
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luxury industry and customers. Organizations regularly demonstrate the sustainable practices and
strategies to align with the market. It will help them to gain the competitive advantage and
profits.
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Bibliography
Assocham, 2018. etretail.com. [Online]
Available at: https://retail.economictimes.indiatimes.com/tag/assocham
[Accessed 26 03 2020].

Das, G., 2015. Linkages between self-congruity, brand familiarity, perceived quality and
purchase intention: A study of fashion retail brands. Journal of Global Fashion Marketing, 6(3),
pp.180-193.

Khare, A., 2014. How cosmopolitan are Indian consumers?: a study on fashion clothing
involvement. Journal of Fashion Marketing and Management, 25(06), 58-96.

Mathew, S.K. and Biswal, P.C., 2012. Mark-Down Pricing: The Study of an Indian Fashion
Retailer. International Journal of Information Systems in the Service Sector (IJISSS), 4(3),
pp.61-70.

Pani, A. and Sharma, M., 2012. Emerging trends in fashion marketing: a case study of apparel
retailing in India. International Journal of Business and Management Tomorrow, 2(10), pp.1-8.

Thakur, A. and Kaur, R., 2015. Relationship between self-concept and attitudinal brand loyalty
in luxury fashion purchase: A study of selected global brands on the Indian
market. Management: journal of contemporary management issues, 20(2), pp.163-180.