Storytelling

"The storytelling process relies on a company's capability to make an emotional connection through their brand and to build target markets."
I added this blog posting into my final because if I were to ever be a Brand Manager. This part would be one of the most important, in my opinion. Throughout all visual communications of a brand whether it's advertising, marketing, branding, visual merchandising, there must be a story told. It doesn't have to be a fantasy story like Alice In Wonderland, yet an idea, concept, or identity that IS what the brand represents and what comes into the minds of the consumer.
Power For All Womankind will be all about women empowerment, Step Into Power will be the company's slogan. Advertisements will show a before and after, the woman that wear normal shoes and is treated badly at the club, work, and even home. After the woman steps into her Power For All Womankind shoes she is kicking ass at the club, demanding respect at work, and taking control of things at home. We will partner with artists and have advertising campaigns that show historic women of power wearing Power For All Mankind heels and flats.

Name & Logo

Power For All Womankind
Step Into Power

Logo - see on board

Create What You Would Want Them To Look Like

See on board

The designs are going to be small in quantity and high in quality. Every design will have a flat counterpart that can be purchased along with the heel for exactly half. Designs will be fashion forward and not exactly focused on comfort yet just making the wearer look extravagantly sexy, powerful, and confident.

Define Your Market and Also Your Idenitity

"In her words, she realized "that few women really can afford a $2,000 dress, so I would love to design clothing that people can actually afford."
The identity and image I want to create and project is high end footwear for women. But that market that I want to attract is a young professional women who is socially active. The brand is going to focus on empowering women with advertising and marketing strategies. Power For All Womankind will donate money and time to organizations that focus on empowering young women.

Who Am I Aiming These Shoes At?

The primary target for this product is going to be females from 21-30 that make around $25,000 a year. In this age range, the market starts to establish and develop what brands they are loyal to. If we can capture them from the beginning we can make them clients and get return business from them. It is known that younger females have a lot more shoes than their older counterparts but they also have a wider array of brands and also a bit cheaper. Females in their 20's tend to make purchase decisions dependent upon value and so for them, buying a higher priced product is a better choice then the cheaper version.

What You Want To Produce

"The evolution of a product or brand, moreover, is different from just dropping one idea in favor of another. Once a brand identity is established, it can be enhanced..."
I want to create a brand that sells high end stilettos and boots and also sells the same styles in a flat. When a woman gets tired of the heels she can slip them off and put on some flats that are in the exact same style. The heel version will retail for about $200-$300, whatever the heel retails for, the flat will retail for exactly half of that. I've seen the need for this so many times on the daily. When I'm at work the girls get tired of wearing their heels so they need to take them off and slip on some flats that don't match with what they're wearing or are just plain ugly. Even at the clubs when girls are drunk and tired of walking and dancing in their heels you see them walking around shoeless, not very sanitary or classy. This way you will have a go to flat that is still high end and fashionable.