A/ Assignment recap

●      An extension or expansion of the fashion brand to the Board of Directors (fictional) of the Company

Suggested structure

I. Overview

II. New brand identity

III. New products & customer/market

IV. New brand value

V. Marketing plan

VI. Finances

B/ Detailed guideline

I. Overview

1. Brief Introduction

Brand name, the founders, brand logo

●      When was it founded?

●      Its products and aesthetics (give some images)

●      What makes the brand different from others in the market, or any special achievements?

●      Main selling channels (give visuals of the physical store and online channels including website and social media)

2. Identify a threat to your chosen brand

●      Identify a threat, a challenge, a development in the general society and/or environment that poses a potential threat to the current operation or future development of your brand. This can be societal, environmental, technological, within the Fashion Value chain, in the consumer market etc. Clearly identify and state this point and what it could mean to your enterprise.

Example (applied for the brand Great Vietnam - a Viet Phuc brand)

At present, there exists a notable lack of awareness regarding Viet Phuc and Vietnamese history among both the Vietnamese population and the global community, resulting in a limited social impact. For brands specialising in Viet Phuc, the foremost challenge is to elevate awareness about their products, emphasising that Vietnam boasts a rich array of traditional attire beyond just the Ao Dai.

Regrettably, the process of international integration poses increasing difficulties in preserving national identity. Countries like Japan and China have effectively disseminated their cultures worldwide, thereby influencing neighbouring nations. South Korea has similarly harnessed the power of the modern entertainment industry to propagate its culture. While this is a positive development, as it fosters a better understanding of international cultures, it's concerning that young people primarily recognize and admire Kpop idols, Japanese Kimonos, and China's Three Kingdoms, yet remain largely unaware of Vietnam's distinctive narratives, culture, and identity. This obstacle is not exclusive to Great Vietnam but is a shared challenge faced by all Viet Phuc brands.