STYLE THEORY BRANDING PROJECT

THE PROJECT

This project is to create new marketing strategies for Australian rental boutique Style Theory. The purpose of creating new marketing campaigns and strategies for style theory is create more awareness of the Australian brand as well creating innovative ways to upgrade their company by providing direction and growth. The project is to clearly analyze the company as well as the target market of the company, as well as their current marketing strategies and tools. This will allow clear direction to create new marketing campaigns for style theory.

THE BACKGROUND

Style Theory established their business in 2016. CEO owner Jamie Lowe created a business that allows woman to rent dresses, for the quarter of the retail price for either 4 to 8 days, style Theory is creating a new retail approach to the retail world, saving women money as well as time. Style Theory is an Iconic dress hire destination for women in Australia to rent designer dress, The company philosophy behind their brand is to offer every women in Australia an opportunity to feel beautiful and confident at their next event. Their mission is to provide luxury brands to every women despite financial status, the brand allows every women of any demographic to be able to experience an event whilst wearing a luxury brand, the brand believes in making a difference in the retail realm. Style Theory has one boutique located in South Yarra, Melbourne victoria. Popular for designer boutiques and boutiques, south Yarra is a great geographical area to provide growth within a new business.

THE VISION

Style theory’s vision of the company is to provide women a new resource to the women’s retail realm. The company (style theory, 2016) explains “we spend money on the designers dresses so you don’t have too”; the company’s mission is to provide luxury designer dresses for hire along with accessories that make their customers feel fantastic, the company’s vision to empower women for who they are all shapes and sizes, as well as allowing women to feel confident in designer dresses and allowing women on a budget to now have an opportunity to wear designer dresses they desire for their chosen event.

As you now have read about the company! I created the branding of style theory in 3 ways, i re designed the logo in three different ways. Throughout the process of re branding Style Theory i interviewed Jamie Lowe who is the owner of Style Theory and asked her questions about colour palettes and styles she wanted to infuse with the re branding of the company!

Her colour palette was grey, baby pink and gold, beautiful colours that compliment each other. She wanted a very luxe vibe, small art deco references within the mood boards and styles and thats what i created.

Below are the mood boards including colour palette, mood board of over all company and the branding board. I also have included the 3 branding boards of the company as well as a new arrivals poster!

I had an incredible time at Style Theory and now have gained a job as one of thier in store stylists!

Have a great week lovlies!

xx