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Savvi Brand Strategy

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on 5 March 2015

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Transcript of Savvi Brand Strategy

COMMUNITY
formalwear industry
IFA, manufacturers, vendors, suppliers of retailers

bridal industry
consultants, photographers, videographers, venues

fashion industry
designers, suppliers and retailers.
BRAND ATTRIBUTES
formalwear experts & specialists
color experts
fashion & style experts
tailors
owner operators
heritage
independent membership
service
conscientious
trustworthy
personal
300 locations
coast-to-coast
promotional
added value
rentals
durable
BRAND PERSONALITY
picky
knowledgeable
students of the industry
confident yet humble
middle aged
locally grown
community oriented
silent heroes
strong


CORE PURPOSE
The Savvi Formalwear DNA
Prom
high schools, clubs, PTA

Quinceanera
churches, Hispanic communities, events and media outlets

Special Occasions
Charity and non-profit fundraising organizations, cruise ships, special events
current
desired
hip
relevant
bold
leader
innovator
swagger
masculine
in touch with femininity
metrosexual

current
desired
Weddings
Prom
Quinceanera
Special Events
We do everything possible to assure your groom's side of your wedding party is picture perfect. From fashion to fit, coast-to-coast, we are your unsung heroes standing silently by your side. We help make weddings last a lifetime.
Year after year, we write the book on getting you fitted for prom. Simply put- this is what we do and we do it the best in the business, guaranteed!
Always there, working hard behind the scenes to assure you and your princess memories of a lifetime. Understanding the importance of your big day 365 days a year, year after year.
We are here for you- helping make you look and feel your best 365 days a year, day and night year after year. For fun, for work, for giving, we are here for you.
target audience
referenced by wedding report 2013
25-34
Women
Men

15-24
Women
Men
competition
referenced by Savvi member survey
Men's Wearhouse
Specialty Formalwear Stores
JoS. A. Banks
Department Stores
Specialty Men’s Stores
what we own
fit
- We are on premise, local within community, not a centralized factory.

colors
- We match every dress manufacturer.

fashion
- We set the market and lead the industry with the latest brands and styles.

service
- We have dressed more weddings, proms, quinceaneras and special events over a longer period of time than anyone else. We understand how important these special life moments mean to you, your families, your friends and your memories. The fit must be right the first time. There is no second chance.
BRAND
POSITIONING STATEMENT
The building blocks towards an own-able point of difference in the marketplace
Attitude Scales
brand perception
destination
Tuxedo Rental Store
Men's Special Events
Fashion Store
Transaction
Relationship
Stiff & Expected
Hip & Unexpected
Black Tuxedos
Brand Name Fitted Eveningwear
experience
merchandise
Step outside of tuxedos and step into the world of men’s special event fashion solutions. Consumers want more than tuxedos for their events. We have an opportunity to lead them through a unique special event process from bookings to dropping off.
examples
Fitted Special Occasion Wear
We Make Men Look and Feel Their Best
Picture Perfect
The Best Man
asset driven
staying within the lines
understanding the consumer experience
the end game
Blending everything Savvi offers its consumers and packaging it all into a tightly focused brand strategy that speaks with authority on fashion, fit, color and service with a fresh attitude of industry leadership.
Stepping outside our business and jumping into the mindset of our consumers with an emotional connection. We’re not in the tux and suit rental business - we are in the wedding, prom, quinceanera and special events business. Adding it all up, we are in the happiness business. Everyone who walks through our doors is coming to us because of a special occasion which marks a milestone in their life. We understand this, we embrace this with our experience and make sure our consumers feel it, too.
examples:
Life Celebration Specialists
Picture Perfect Fashion Fit
Where Fashion, Fit, and Color Come Alive
Where Fashion, Fit, and Color Live 24/7 365
Tying the Knot with Fashion, Fit and Color
Men's fitted eveningwear and special occasion wear
The Brand Strategy must meet two objectives to best position and serve our consumers with absolute clarity.

We know our business and we know our consumers.
The Merge
attributes
+
personality / experience
Find the ownable position within the marketplace that merges both the must haves of fit, fashion, color, etc. with the good feelings of joy and happiness that embraces, enhances and expands the consumer's life celebration.
We Specialize in Happiness
Specializing in Happiness
Specializing in You
Dressing Up Life's Magic Moments
Dressing All Your Magic Moments
What we deliver
Expertise
Trust
Unmatched personal service
A fabric of your community
Happiness
The best look of your life
Feelings of confidence
You at your best
Sophistication
You make the magic moment- we make the magic moment look great
Examples:
BRAND STRATEGY
The Brand Strategy must be threaded down from the boardroom through committees, into plants, retails stores, websites, social, to our sales consultants, to our consumers and follow up.

The Brand Strategy is the authentic essence of Savvi which needs to be threaded into every aspect of the brand in order to become realized, believed and trusted:
Our culture
Our employees
Our collaboration
Our hiring process
Our buying decisions
Our communications, website, advertising
Our store merchandising
Our promotions
Our satisfaction rating
Our reputation
NEXT STEPS
With our Brand Strategy in hand we now move to deliver the following:

Linking Savvi branded and non-branded stores together
Internal messaging
Consistent voice from the board to committees to members to retail staff
Communicating to the consumer
Communicating online
Communicating in store
Communicating to the communities (brand cube)
Community
Brand Personality
Core Purpose /DNA
Brand Attributes
Who is talking to whom, when and where?

What are the human
personality traits that describe
your company or Brand?

What are the attributes of your
product or service that are
relevant to your customers?

What is the central thing you do every day?
unassuming
passive
"whatever it takes"
quiet
hardworking
traditional
conservative
squeaky clean
masculine
friendly
folksy
tried and true tuxedo retailers
experience
COMMUNITY
IFA, manufacturers, vendors, suppliers of the formalwear retailers and industry at large

Bridal industry
online and offline media outlets, bridal retailers, designers and suppliers, consultants, photographers, videographers, venues

Fashion industry
designers, suppliers, retailers
CORE PURPOSE
The Savvi Formula DNA
weddings
quinceaneras
proms
special events
Always there, working hard behind the scenes to assure memories of a lifetime for you and your princess. Understanding the importance of your big day 365 days a year, year after year.
41.8%
43.9%
27.9%
19.59%
Full transcript