Stylesbrough: Land of Style for Fashion-Forward Londoners
The Challenge: Standing Out in London’s Fashion Scene
Femi embarked on a mission to create an online fashion retail store focused on serving the fashion Hungry 23–45 yrs olds who are value-conscious through non-mainstream brands.
London fashion scene is rapidly evolving with many young designers coming out with designer wear that is truly astounding. One such fashion designer is Femi. His designs and collections target individuals who want to look trendy and fashionable but different by wearing logos/brands that are not common, everywhere, or easy to find.
Brand Strategy: Content Marketing for Fashion-Forward Consumers
Brand Strategy: Femi’s ideal customer is 23-45 yrs old male or female, has a job, enjoys using social media tools, and likes to look trendy but different. He or she doesn’t want to wear what others wear, is usually college-educated, typically likes to travel, is middle-class, and values quality/durability-though price/value-conscious.
To penetrate this market segment in London, Femi engaged Spellbrand to come up with a great brand name, a strategy to position the brand effectively in the London fashion scene, and a matching brand identity that will set him apart and at the same time tie in with English heritage.
After weeks of research and brainstorming, the positioning strategy team at Spellbrand, led by the inimitable strategist, Mash, came up with a positioning strategy that uses content marketing to reach, engage and nurture the primary target audience and build relationships. A great brand name was developed that not only sounds British but also has a brand recall effect. Stylesbrough means “land of style” and is an apt brand name for this spirited young brand.
This strategy works because:
- Content marketing: Builds relationships with target audience
- British heritage: Ties into English fashion tradition
- Brand name: “Land of style” creates memorable brand recall
- Target audience: Focuses on value-conscious, fashion-forward consumers
Brand Identity: Crest Logo with English Heritage
Brand Identity: To compliment the awesome brand name and the strategy we had crafted, the logo design team at Spellbrand created a logo that looks stunning and ties in beautifully with English heritage, fashion, and elegance. The main brand mark is crest style based on a beautiful ornamental crest made up of thin lines and dots. Inside the crest is an “X” mark which houses four elements – a simple and impactful crown, the words Est. 2014 and the letter “S”.
The London brand identity looks light and airy and brands beautifully on various items such as bags, tags, stationery, and other merchandising. The brand mark ends this new brand’s instant credibility and impact.
Results: A Brand That Honors English Heritage
The brand identity we created for Stylesbrough successfully positions them as a London fashion brand that combines English heritage with modern fashion sensibilities. The crest logo design with its ornamental details and crown icon creates instant credibility while the content marketing strategy builds relationships with the target audience of fashion-forward, value-conscious consumers.
Today, Stylesbrough uses this brand identity to attract customers who want to look trendy but different, positioning them as “land of style” – an online fashion retail store that serves fashion-hungry 23-45 year olds through non-mainstream brands, combining British heritage with contemporary fashion appeal.
