Desertare is a unique fashion brand I developed for my bachelor's thesis in Marketing. The brand targets individuals who value exclusivity and fear conformity. With a focus on design, strategic planning, and market research, Desertare offers rare, attention-grabbing garments that empower people to embrace their individuality and stand out from the crowd.
In a world dominated by mass production and fast fashion, Desertare emerges as the voice of the unique. It is the drop of water in the middle of the desert. It comes to represent those people who are not like everyone else, and don't want under any cirscunstance to be like everyone else. Those who refuse to conform and want to stand out from the crowd.
Every day, we witness situations where people show up wearing the exact same clothes. THAT is Desertare's ideal customer biggest fear — feeling like they want what everyone else wants, having what everyone else has, feeling ordinary, and not standing out.
Market Problem
Various studies have shown that narcissism in individuals has increased and is likely to continue in that direction. Additionally, according to a study conducted by the University of St. Gallen, it has been proven that consumers with higher levels of narcissism seek more unique products.
In the fashion industry, as Andrew Morgan states in “The True Cost,” there is a market dominated by standardization and mass production. Based on this, a problem arises as there are an increasing number of consumers who seek to enhance their image through the use of differentiated products that have symbolic meanings.
Opportunity and Solution Identified
In a clothing market dominated by mass production, there is a growing narcissistic behavior in society, which exacerbates the identified problem and highlights the uniqueness of Desertare garments. The company will focus on consumers and meet the need arising from this opportunity by creating designs that represent those who wear them.
Thus, the launch of a new urban and casual clothing brand called Desertare is considered. Desertare will enter the market with unique, designer garments and unconventional designs, providing consumers with the distinctive value they seek.
Competitive Advantage
Desertare's competitive advantage will be based on its design. This advantage will be sustained over time with a team of fashion designers working closely with the marketing team, which will constantly analyze consumer behavior and needs for continuous adaptation of the designs. This approach will allow Desertare to stay at the forefront and generate a distinctive value that sets it apart from its competitors.
Positioning Strategy
A product differentiation strategy based on characteristics will be implemented, with design being the fundamental characteristic for Desertare.
According to the evaluation of the competitors' positions in the market, the determining characteristics that consumers value the most are distinctive designs and casual clothing style. The trend forecasting company WSGN shared in their article on fashion trends for 2024 that "brands and consumers are saying no to the 'normal' and embracing personalized and inclusive designs for everyone."
The meaning behind Desertare
Desertare comes from the Latin word meaning "to abandon societal obligations". It embodies the spirit of rebellion against the status quo, encouraging individuals to break free from the constraints of social norms and embrace their true selves.
Desertare is more than a clothing brand; it's a concept, a culture, a religion, and ultimately, an empire. It doesn’t just sell clothes; it offers exclusivity and the chance to be the center of attention. And that's what the R reversed represents.
A Brand for the Narcissits
The brand offers rare pieces for people who choose the items no one else would because they’re “too much.” It's about taking risks, not caring about what others think, and wearing what you want.
I'll just call them what they are: narcissists.
Desertare targets individuals who, according to a study by University St. Gallen, Washington State University, and Ruhr University, exhibit non-pathological narcissism—a desire for self-enhancement through unique products. The study found that narcissistic tendencies lead consumers to choose more exclusive products in mass customization systems.
Consumers with high narcissistic traits form a segment worth targeting with prestigious, exclusive products with unique characteristics. They desire to differentiate themselves, avoiding similarity with others (Fromkin, 1970; Snyder & Fromkin, 1980).
And narcissism in people is increasing and is likely to continue (Twenge et al., 2008) which amplifies the identified problem and gives rise to the uniqueness of Desertare items.
Our Mission
At Desertare, we believe that clothing should be more than just fabric stitched together; it should be a reflection of one's identity and personality. Our mission is to empower individuals to express their unique essence through fashion, to celebrate their individuality, and to inspire confidence in being unapologetically themselves.
Crafting Uniqueness
Each Desertare garment is meticulously crafted with attention to detail and a commitment to quality. Our designs blend elements of urban streetwear with unconventional twists, resulting in clothing that stands out from the crowd and makes a bold statement. From rebellious prints to daring silhouettes, every piece in our collection tells a story of defiance and self-expression.
Value Chain
The consistency of the product mix in each collection is based on targeting the same segment and sharing the same production system. The activities that make up the value chain are essential to sustaining the company's competitive advantage.
Starting with the design team, they will create the technical sheet for each garment. They will work together with the administrative staff to purchase raw materials, including fabrics and trimmings needed for each garment, with an estimated time of 20 days. This timeframe will allow designers to adapt to the available fabrics and ensure their quality.
The company will outsource production as it does not have an internal production structure. Raw material purchases will be managed by the company, and external workshops will be contracted for pattern making, cutting, and sewing, delivering the finished product, which will then be transported to the showroom.
The administrative staff must coordinate the delivery of raw materials from the supplier to the workshop, estimating 5 days, located in Colegiales, through a delivery service. If delivery times cannot be coordinated, the company can store the materials in its office.
The estimated production process time in the workshop includes one week for pattern making and cutting, followed by one month for the sewing process, including the delivery of the finished product. Once the garments are in the office, photos of each garment will be taken, and content for the collection launch will be generated.
The entire production process is estimated to take around 2 months. Therefore, each collection is planned and produced 3 months in advance to account for any unforeseen delays.
Brand Experience
Desertare aims to transform the customer journey into a rich, engaging experience far beyond a simple monetary transaction for a product. The goal is for customers to feel accompanied and represented by the brand at every step of their shopping process.
Imagine walking into a world where each interaction is a reflection of your individuality. From the moment you enter Desertare's store or visit our website, you're not just a customer; you’re part of a vibrant community. Our designers craft each piece with you in mind, ensuring that every garment resonates with your unique style and identity.
As you browse through our collections, you’ll notice the thoughtful details and personalized touches that set us apart. Our team is always ready to assist, providing insights and recommendations that cater to your tastes and preferences. Whether you’re shopping in-store or online, the experience is seamless and tailored to your needs.
By choosing Desertare, you’re choosing a brand that values your individuality and strives to make every interaction meaningful. We’re here to ensure that your shopping experience is as unique and special as the clothes you wear. Welcome to Desertare, where your style is celebrated, and your journey is our priority.
Brand Personality
Bold
Desertare is daring and unapologetic, not afraid to stand out.
Creative
The brand is imaginative and artistic, with a flair for unique designs.
Confident
Desertare exudes self-assurance and encourages customers to do the same.
Rebellious
The brand has a rebellious spirit, challenging societal norms.
Exclusive
Desertare is exclusive and unique, catering to those who want something different.
Messaging Strategy
Desertare disrupts the fashion industry by focusing on individuality and bold self-expression, empowering people to stand out and embrace their unique identity.
The Fashion Norm
The fashion industry often promotes uniformity, leading to a sea of similarity where people blend in rather than stand out.
Our Reframing
Desertare shifts the focus to individuality and bold self-expression, creating exclusive garments that empower people to embrace their uniqueness.
How we do it
We design innovative, high-quality fashion that's bold, exclusive, and empowering, that's designed to make a statement , making Desertare a brand that resonates with those who dare to be different.
Voice
The following positive and negative voice attributes outline how the brand always should to be perceived by their customers and how it should never be perceived:
How it should always be perceived:
Bold: We’re daring and confident, encouraging our customers to express themselves.
Creative: We celebrate creativity and innovation, pushing the boundaries of fashion.
Empowering: We uplift and support our customers, encouraging them to embrace their individuality.
Authentic: We stay true to our brand identity and values, communicating honestly and transparently.
Visionary: We’re forward-thinking and innovative, always looking ahead to new trends and possibilities.
How it should never be perceived:
Conformist: We avoid blending in or being ordinary, focusing instead on unique self-expression.
Timid: We steer clear of being passive or hesitant, as our brand is bold and confident.
Unoriginal: We avoid being dull or unimaginative, as our brand thrives on creativity and innovation.
Fake: We stay away from being inauthentic or misleading, as we value honesty and transparency.
Stagnant: We avoid being outdated or resistant to change, as our brand is innovative and forward-thinking.
Tone
The tone pillars govern how the brand sounds. Our tone is how we deliver on the promise of our voice.
Tone Pillar 1: Bold and Expressive
We express ourselves boldly, inspiring our customers to do the same.
Why it’s important: Fashion is about self-expression, and we want our customers to feel confident and inspired.
Tone Pillar 2: Creative and Imaginative
We celebrate creativity and inspire imaginative self-expression.
Why it’s important: Our brand thrives on creativity and innovation. We want to inspire our customers to embrace their creativity.
Tone Pillar 3: Empowering and Supportive
We empower our customers to be themselves and support their unique style journey.
Why it’s important: We want our customers to feel confident and supported in their self-expression. We’re here to help them embrace their uniqueness.
Tone Pillar 4: Authentic and Transparent
We communicate authentically and transparently, staying true to our brand and values.
Why it’s important: Trust is crucial. Our customers need to know we’re genuine and true to our brand identity.
Tagline
In a world where individuality is prized and conformity is shunned, Desertare stands as a beacon for those who dare to be different. Our tagline, "Don't Go Basic," encapsulates this ethos perfectly.
From the moment you engage with Desertare, whether online or in-store, you are stepping into a realm where "don't go basic" is not just a tagline but a way of life. Our brand is built on the principle that individuality should be celebrated and that the mundane has no place in your wardrobe. Desertare's unique approach to fashion and customer interaction ensures that your shopping experience is anything but basic.
When customers engage with Desertare, they enter a space that celebrates their uniqueness. The experience starts from the moment they encounter our brand—whether it's through our visually striking store displays, our intuitive and personalized website, or our engaging social media presence. Each touchpoint is designed to resonate with individuals who seek to stand out, not blend in.
Our collections are a testament to this philosophy. Unlike the monotonous offerings of mass-market brands, Desertare's garments are designed with an eye for the extraordinary. Each piece is a statement, crafted to highlight the wearer's personality and style. This focus on unique design ensures that our customers always find something that speaks directly to them, reinforcing their desire to be distinctive.
Club DESERTARE
A loyalty rewards program will be used as a promotional tool. This decision is based on survey analysis, where only 3% of respondents would not switch brands, while 97% have low loyalty to the brands they currently consume.
The “Club Desertare” program (available in the online store) will be a rewards program that fosters customer loyalty by adding value instead of reducing prices. To register, users must create an account at www.desertare.com.ar, allowing them to accumulate points with each purchase.
Redeeming Coupons In-Store
When shopping in-store, users can select the coupon they wish to use and show it at checkout. All offers and benefits will be available on their online account page. Once an offer is selected, it will be valid for 15 minutes.
Redeeming Offers Online
When shopping online, users need to log in, check the box for the offer they wish to use during checkout, and it will be automatically applied to their shopping cart. Points will be registered automatically when shopping online by logging in. For in-store purchases, users can show their member barcode at checkout, and the points will be added to their member account. Once enough points are accumulated, members can access different membership tiers with various benefits.
Members can start redeeming points from the third level. Upon reaching the Silver Circle, members will first access discounts from redeemed points, which will increase as they advance through membership levels. Points are earned at a rate of 100 points for every $500 spent, with no accumulation limit, and are valid for one year.
The “Club Desertare” will feature six different memberships, where clients will access levels based on their annually accumulated points. Advancing in levels earns more points per purchase and grants increasingly exclusive benefits.
Social Media
In today's digital age, social media plays a crucial role in brand awareness, engagement, and customer loyalty. At Desertare, we understand the power of social media in shaping perceptions and connecting with our audience on a deeper level. Our social media management strategy is designed to amplify the Desertare brand, foster community engagement, and drive meaningful interactions with our followers.
Instagram
Our strategy revolves around visual storytelling, showcasing the creativity and uniqueness of Desertare's designs. We curate high-quality content that reflects the brand's rebellious spirit and encourages followers to embrace their individuality. Through behind-the-scenes footage, customer spotlights, and style guides, we aim to create an immersive experience that resonates with our audience and reinforces Desertare's brand identity.
Instagram Content Strategy:
Visual Storytelling: Share behind-the-scenes footage of the design process, showcasing the creativity and uniqueness of Desertare's garments.
User-Generated Content: Encourage customers to share photos wearing Desertare clothing, highlighting how they express their individuality.
Style Guides: Create style guides demonstrating how to incorporate Desertare pieces into different looks, emphasizing self-expression and uniqueness.
Inspirational Quotes: Share quotes about individuality, self-confidence, and breaking free from societal norms to resonate with your target audience.
Limited Edition Drops: Tease upcoming collections or limited edition pieces to create anticipation and excitement among followers.
Influencer Collaborations: Partner with influencers who embody Desertare's values to showcase the brand's aesthetic and appeal.
Polls and Q&A Sessions: Engage followers by asking for their opinions on new designs or hosting Q&A sessions with the design team.
Behind-the-Brand Content: Introduce followers to the team behind Desertare, sharing their stories and inspirations.
Interactive Content: Run contests, challenges, or interactive quizzes related to individuality and self-expression.
Community Building: Foster a sense of community by responding to comments, reposting user-generated content, and creating a space where followers feel heard and appreciated.
Facebook
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Join the Revolution
Are you tired of blending in? Are you ready to unleash your true self and express your individuality through fashion? Then join the Desertare revolution. Explore our collection, embrace your uniqueness, and dare to desert the ordinary.
