Weaving a New Brand Identity.
My Role: Research, Target Audience Identification, Brand Positioning, Product Mix, Product Pricing, Naming
My Team: Emerald Grippa (Founder), Victoria Nguyen (Brand Manager)
The Ask
Assist in branding a scarf accessory brand to help it stand out and connect with consumers.
The Situation
In an overlooked accessories market, establishing a solid brand identity is essential for differentiating from competitors, forging authentic connections with consumers, and strategically aligning the brand’s decisions for future success.
Scarves are threaded in history
Scarves have a rich history as a symbol of glamour, power, and independence. They have been used as both a necessity and a luxury accessory, with iconic brands like Hermès and Liberty of London leading the way. Scarves have also served as a canvas for artwork and logos, becoming a medium for travel souvenirs and event commemoration.
A Year-Round Fashion Staple
Today, scarves tend to be in demand during the winter but have also become a trendy accessory for spring and summer, with specific styles such as satin scarves, Y2K skinny scarves, multi-colored options, and bold colors gaining popularity — especially in the context of hair, purses, and headscarves.
Navigating the Scarf Accessory Market
The scarf accessory category lacks consumer loyalty, with a wide range of brands, from luxury to accessible options. These brands not only emphasize scarf quality but also align with fashion trends, offering versatility in how scarves can be worn.
During a competitive analysis, certain brands stood out as key competitors for the developing brand.
Verloop sets itself apart by repurposing deadstock knitwear into vibrant, multifunctional products. Jessie Zhao New York stands out for hand-drawn silk scarf designs, and Manner Market focuses on self-expression with high-quality silk and eco-conscious practices. Competitors like Kate Spade, Free People, and Anthropologie offer diverse scarf options. Emi Jay specializes in hair accessories, Josie Creas on Etsy showcases playful patterns, and Shovava combines artistic craftsmanship with premium materials.
This competitive landscape reflects the diversity in the scarf and accessory market.
Insight into the ideal scarf shopper
Women within the 18-44 age bracket emerge as a highly promising target audience within the scarves market. These consumers exhibit a stronger penchant for acquiring handbags and accessories, particularly when compared to their older counterparts.
But demographics only help so much. Our ideal scarf shoppers see quality and durability as paramount, with nearly 9 out of 10 consumers seeking tangible evidence that the products are built to last. Furthermore, for our Gen-Z and Millennial cohorts, visuals carry significant weight; they desire a firsthand look at how accessories shine when adorned by influencers and models before making their choices.
The Audience: Style mavericks
To further define our audience, we decided to segment them as Style Mavericks. Style Mavericks thrive on the creative tension within fashion, purposefully juxtaposing diverse styles to craft their own unique identity. They are not content with blindly following trends but are dedicated to curating a distinctive personal style that sets them apart. These individuals value standing out and relish the chance to spark inquiries like, "Where did you find that?" Every piece they acquire holds significance, and they cherish the story behind each fashion choice. Beyond clothing, Style Mavericks are passionate about art, finding opportunities in every moment to express themselves, showcase their personality, and purposefully engage with their surroundings.
Brand positioning
Declarations of Individuality
For style mavericks, the brand provides designed accessories that convey a distinct perspective. Like an artist's thoughtfully curated collection, our scarves serve as canvases, enabling self-expression. Each season brings new masterpieces, empowering individuals to embrace their true selves through our unparalleled creations. Where every piece tells a story, your story.
Introducing
〰️
Introducing 〰️
Audeza.
**Note: This logo is not the final or approved logo but serves as an inspiration point.
Brand Mission
Audeza’s mission is to uplift and empower individuals through fashion, infusing positivity, confidence, and joy into their everyday lives while embracing an eclectic and vibrant spirit.
Brand Values
UPLIFTING: Encouraging our customers to embrace their best selves and shine brightly, leaving no stone unturned to support their journey.
CONFIDENCE: Prioritizing clear and concise messaging that inspires customers to cherish the present moments and fully embrace them.
GENUINENESS: Establishing a deep connection with our customers by addressing their challenges in a warm, relatable, and accessible manner.
Deciding product selection for First Launch
Audeza's first collection should prioritize its bread and butter products — scarves — before exploring other accessories. These products will serve as the brand's core offerings and help shape what the brand is associated with. Additionally, the strategic approach of focusing on scarves only in the first collection enables flexibility to cater to a range of customer segments with varying price points, enhancing accessibility. The product range spans from $30 for items like bag scarves to $250 for sarongs. To create added value, we proposed that Audeza introduce exclusive designs, fostering a sense of exclusivity and one-of-a-kind offerings like artwork.
Brand Name
Audeza is a play on the word "Audez," derived from the Spanish word for bold and fearless. When choosing a name for this brand, it was essential for it to encompass the founder’s Latinx heritage and convey the emotions they want to evoke with their scarves. Audeza combines elements of boldness, fearlessness, vibrancy, and vivacity, all of which harmonize with the core of the brand. The name Audeza encapsulates the essence of the scarves, transforming them from mere accessories into declarations of confidence and individuality.
Product offering & pricing
66 x 45 wrap sarong → can be worn as a scarf or swim cover-up.
Price: $200 - $250
55 x 55 silk scarf → most versatile, can be worn as a wrap, head, or neck scarf.
Price: $150-$175
30 x 30 silk scarf → perfect for customers who want head scarves or bandanas.
Price: $100-$115
8 x 8 bag scarf → most accessible entry point into the brand.
Price: $45-$50
Takeaway
Establishing a solid brand foundation for Audeza as a scarf accessory brand by aligning its products, positioning, and values with the preferences and aspirations of its target audience, setting the stage for future growth in a competitive market.
Below is a poem written by the founder's father that perfectly captures the essence of Audeza brand.
