Project Brief :
This is a research based project for fourth semester. The brief was to research on Preservation, Innovation and Consumerism brands, then narrow down to one brand. After researching on 15 brands, I chose Mango.
Mango is a fast-fashion brand and the research includes all about its timeline, brand prism, marketing, segmentation, targeting, SWOT analysis and other aspects of the brand. The research also includes a survey analysis that helps to understand the brand's consumers in a better way.
The second part of the project brief was to find out the market gap of the brand and come up with a sub-brand that would fill in the gap. This also included designing logo and campaigning for the sub-brand. I came up with 'Mango Athleisure' and created two video campaigns as social media posts.
The product mix of Mango shows its sub-brands and all wide range of products that they offer.
The survey analysis helped find out the brand's equity, segmentation, targeting, their market and product position, as well as helped with the SWOT analysis and VALs model.
After figuring out the market gap, that is the trend factor, I came up with Mango Athleisure- a sub-brand for Mango.
