EOC: My Brand

The first step of in developing the retail operation is building the experience and atmosphere along with it."The store experience is strengthened by the brand's personality" (Fashion Branding Unraveled). There are hundreds of stores that sell similar products but its the experience that the consumer remembers. The atmosphere plays a vital role in helping establish a company as a brand. The brand image always something that a company has control over. "The customer plays an important role in the shaping of the brand throughout the branding process" (Fashion Branding Unraveled). Consumers are the individuals that truly determine what value a company has. To help establish the brand I plan on servicing the customer by providing them with trending, quality garments with an experience that cant be matched. "Fashion brands are an interesting breed of brands in that they are in a continuous state of innovation, transforming themselves at a constant rapid pace" (Fashion Branding Unraveled). Many of the fashion brands manage to stay continuously successful and that is because they adapt with the market. Companies that keep the same work model with out developing it as time goes on eventually see a decrease in business such as JCPenny has in recent years. Pricing is also  very important when trying to present a certain brand image of a company. My plan is to sell products at a higher price so that consumers dont associate the brand with being cheap. Some companies like to set the price very high and reduce it over time. Location and placement is the third area to focus on when establishing the brand. The location must be in an area consistent with a brand image but also in a place that will help increase sales.