Ignacio.Rodriguez.Zanón.

DRAPER                                                                                                                                                                                               

(Final degree project: Marketing and communication plan for a new brand)

Here it is presented the final ad pieces, the evolution of the logo, the typography and the excutive resume

Resume

This project aims to create a marketing and communication plan for the launch of a new brand in men's wear, focused the bow-tie.

The project is focused in Spain as it will be the chosen market to launch the brand. Afterwards the brand is intended for going global, with no barriers attached.

After the research it was concluded that there was a business opportunity for an unmet need. The objective of this project is summarized in the launch of a new bow tie label. It is influenced by the new socio-cultural currents among which "The slow movement", "Grooming men" and environmental sustainability.

The success factor of the brand lies in the complete customization of the product as it is understood that this accessory perfectly defines the person who wears it, therefore, the client is the one who chooses and the brand should not impose anything.

For this launching a communication campaign was designed with two principal aims: to publicize the brand and to show the new collection. It has been combined above-the-line advertising as magazines and below-the-line advertising such as Street marketing, mobile app, buzz on Internet and events.

To conclude, Draper is a new customized bow tie label. It is an ambitious project that requires a large investment at first, considering the competitive market, but once it´s been estabilished the consumers mind, the brand it will make profits and will increase it´s awarness.