re-branding

FASHION BUGLook Great. Spend Less.

Kylie Morel

Brand Audit – As of April 18, 2011

Twitter Page – 1,748 followers Facebook Page – 182,688 fans www.fashionbug.com

Other outlets?YouTube

Brand Loyal Consumer

Connected with StephLoyal consumer for over

five yearsGoes to Fashion Bug as

a first stop for her shopping needs

Stakeholders

Employees Vendors

Almost FamousSelf EsteemEtc.

Women consumers

All groups would be supportive of re-branding

Threats

Local and distant competitionBrand attacks on social media

Weaknesses

Advertising Brand Awareness

Discovered threats and weaknesses through observation and a S.W.O.T. analysis.

Aspects for Re-Branding Social Media

Give positive feedback to consumers

AdvertisementsFashion Bug needs more!Mailers with coupons

Social MediaActual Comment from

consumer:

“Please please please keep your site updated! Why are items that are completely sold out still showing as being for sale?!”

Fashion Bug’s Reply?

…

Social MediaActual Comment from consumer:

“Please please please keep your site updated! Why are items that are completely sold out still showing as being for sale?!”

Fashion Bug’s Reply?

“Hi _____! We’re sorry for any inconvenience this caused you, and we’re working on getting this fixed as soon as possible! Thanks for your input, and have a great afternoon!”

Social MediaActual Comment from

consumer:

“I love your clothes. I shrink everything except your clothes!”

Fashion Bug’s Reply?

…

Social MediaActual Comment from

consumer:

“I love your clothes. I shrink everything except your clothes!”

Fashion Bug’s Reply?

“Thanks ____!”

Mailers Promotes the current sale Gives customers coupons

Brand Experience

Happiness, Relaxation Quality time with the girls

Product Women’s/Junior’s clothing Accessories

JewelryHandbags

Shoes

Price Comparable to other department stores

Promotion Mailers give the customers

incentive to shop More likely to visit the store

Place On Campus Throughout Hays

Strengths & Opportunities Better brand image We have the technology

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