Auroreo Apparel: Cross-Continental Luxury Rocker Punk Style

Situation: Launching Cross-Continental Clothing Brand in New York

Emma has been designing luxury rocker punk style clothing for a number of years in London and has been quite successful at that. She did not have a brand, other than her name and was doing business by word of mouth and her passion for the rock lifestyle. When demand exceeded supply she rented a warehouse and employed a couple of people and registered herself as a “self-employed” business with the UK HMRC.

After a brief visit to New York and the interest that Emma saw for her designs and apparel, she decided to become serious about the business and launch it in New York with a bang. With some seed funding under her belt and a ton load of orders being processed, she decided to invest in a proper brand.

The luxury market and urban streetwear sector are saturated, making market entry challenging. Auroreo needed a brand identity that would help them compete in both markets while launching in New York.

Task: Create Brand Identity for Cross-Continental Launch

Emma came to Spellbrand to help her understand the competitive landscape, come up with a compelling brand story, establish a robust brand strategy and a visual identity. The challenge required:

• Competitive landscape: Understand competitive landscape
• Brand story: Create compelling brand story
• Brand strategy: Establish robust brand strategy
• Visual identity: Create complete visual identity
• Market entry: Brand identity that enables entry into luxury market and urban streetwear sector

Brand Strategy: From Word of Mouth to Cross-Continental Brand

Emma has been designing luxury rocker punk style clothing for a number of years in London and has been quite successful at that. She did not have a brand, other than her name and was doing business by word of mouth and her passion for the rock lifestyle. When demand exceeded supply she rented a warehouse and employed a couple of people and registered herself as a “self-employed” business with the UK HMRC.

After a brief visit to New York and the interest that Emma saw for her designs and apparel, she decided to become serious about the business and launch it in New York with a bang. With some seed funding under her belt and a ton load of orders being processed, she decided to invest in a proper brand.

This brand strategy works because:

• Luxury rocker punk: Designing luxury rocker punk style clothing
• Word of mouth: Successful business by word of mouth
• Rock lifestyle: Passion for rock lifestyle
• Demand growth: Demand exceeded supply, rented warehouse, employed people
• New York interest: Interest in New York led to serious business launch
• Seed funding: Seed funding and orders processing
• Brand investment: Decided to invest in proper brand

Action: Strategic Brand Development

Positioning Strategy: Competing in Saturated Markets

After our in-depth research into her brand and the target market she was aiming for, we came up with a positioning strategy that would ensure Emma competes in the luxury market segment and the urban streetwear sector which is so saturated that gaining an entry into it would be a tough ask. We also then came up with a brand name that embodies what Emma and her brand stand for.

This positioning strategy:

• Conducts research: Research into brand and target market
• Targets luxury: Compete in luxury market segment
• Targets streetwear: Compete in urban streetwear sector
• Addresses saturation: Saturated market makes entry tough
• Creates brand name: Brand name that embodies what Emma and brand stand for

Result: Cross-Continental Brand Launch

The brand identity we created for Auroreo Apparel successfully launches Emma Abraham’s cross-continental clothing brand in New York. The comprehensive brand transformation delivers:

Strategic Outcomes

• Competitive landscape: Successfully understood competitive landscape
• Brand story: Compelling brand story successfully created
• Brand strategy: Robust brand strategy successfully established
• Visual identity: Complete visual identity successfully created
• Market entry: Brand identity successfully enables entry into luxury market and urban streetwear sector
• Complete brand system: Positioning strategy, brand story, and visual identity create unified experience

Implementation Success

Today, Auroreo Apparel uses this comprehensive brand identity to attract customers in both London and New York. The positioning strategy, combined with a compelling brand story, robust brand strategy, and stunning logo design and identity, creates a brand that embodies what Emma and her brand stand for, helping them gain entry into saturated markets. The brand successfully positions Auroreo Apparel as a luxury rocker punk style clothing brand that has grown from word of mouth success in London to a cross-continental brand launch in New York, with seed funding and orders processing, competing in luxury market and urban streetwear sectors through a positioning strategy that ensures market entry despite saturation.