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Branding Som Hi
Sardine
clothes Will take you to Spain
CONTENT 01
Let's start the dream About Us Vision & Positioning Brand Values Products, Services, and Prices Competitors Team and Budget
02 Let's make it beautiful
05 let's organize everything
03 Who and where will
travel with us Target Social Platforms Goals Keyword Mindmap
The Logo Color scheme and Fonts Inspirational Moldboards Protocol to online reputation
Monthly Plan Semestral Plan Editorial Calendar
06 Let's Monitor and Action Again KPIs Tools to KPIs Monitor and analyze results
04 Action!! Effective Actions Calender
Reports Layout
Let's start the dream
DESCRIPTION Som-Hi Sardine is the name of the Online Store, Joana is a girl passionate about fashion, that for many years bought clothes, but now she wants to change her life and move to another country and for that, she wants to sell her clothes. But Joana doesn't want to make just an online store, she wants to involve the audience, make them feel that make part of something, that they help in away, or maybe touch people's hearts that somehow already felt like her.
Vision: Inspiring people to live more present and purposeful lives following their dream Position: A Thrift Store with low prices, with storytelling about Spain and a girls dream. Ano: 2019
Let's start the dream
BRAND VALUES 01
02
03
Value beyond profit
Commited to the Environment
Stand for what you belive
All the pieces will have real photos, with the real defects, all the prices will be low and fair depending on its original price.
A lot of the pieces are fast fashion and probably weren't the best friend to the environment in the past. but now at least they will travel to you in recycled boxes.
Som Hi it's not just a clothing store is someone fighting for a dream. And fully aware of the inequalities in the world. We take an inclusive approach to giving young people the confidence to be whoever they want to be. We believe cultural, physical and individual differences are to be celebrated
Our goal is for people to collect, reuse, recycle
Som-Hi sardine customers truly care about values. The brand and what they buy have to stand for something. They expect Som Hi Sardineto to be better than the pattern, they want to be inspired to connect, to stand out, and have goals we believe in and act on, both now and in the future. Som Hi wants people to feel fabulous through fashion.
Let's start the dream
S T O R Y
Have you ever felt like a big fish in a small tank? Almost choking, or maybe you already felt different in an immense ocean with an infinite of possibilities? Now imagine this feeling being so strong that you end up believing that problem might be on you, and maybe, just, maybe will be easy to change. The world is the world, and all fish belong to one shoal, so perhaps you're just dreaming too much! Joana Lived like that for many years, used to hear the word, ''original'', ''irreverent''. She would be proud of that burden, that vision that people had from her, she had finally found some comfort in that persistent feeling of not belonging. But when 2020 and Covid arrived she had enough. She wouldn't be a little sardine anymore, she wouldn't swim from the same side as the shoal swam. And like someone once said her emigrant complex got stronger. Mercury lined up in the house that was supposed to and she made the decision, the time has come to make changes. She often wrote outbursts to the sound of ''La Valse d'Amelie'', because like in the movie was said 'Life's funny. To a kid, time always drags. Suddenly you're fifty. All that's left of your childhood... fits in a rusty little box.” Things, the actual box didn't matter to her, but the box of memories that had to be immense. And this is the time to make it bigger, it's the time to lose the afraid and search was best for her. Is time to find another shoal. In the space of memories at this point, Joana has years of investment in, shoes, clothes, and superficial things. You never heard the expression ''Where is your money? In my closet!'' So that time arrives and that investment will have to be used to other investments. And that's is where you that is still somehow reading this will cooperate. Joana has decided to move to Spain, to start a new adventure and for that, she needs your help. She needs the help of those who have felt someday that they also wanted to change their lives, those who felt that maybe they could do things differently. At you, she asks you for help. Som Hi Sardine or Let's Go Sardine it's an online store with clothes, shoes, and accessories that once made her happy and now need a new home. Don't just simply buy the clothes at Som Hi, be part of the movement that will make Joana's dream come true. Be inspired by her and maybe you can start thinking about changing your own life whenever you use her clothes. Plus you can travel through Spain with her eyes and perception. Hope you can probably laugh or sometimes cry and hopefully keep up with Joana's dream and maybe be part of it.
Let's start the dream
PRODUCTS
Acessories
Shoes Clothes
https://www.instagram.com/tricirculo/
https://www.instagram.com/monperevintage/
https://www.instagram.com/estrelavintage/
Let's start the dream
C O M P E T I T O R S https://www.instagram.com/wildatheartvintage/
https://www.instagram.com/indigo.porto/
https://www.instagram.com/backttovintage/
Let's start the dream
TEAM AND BUDGET Not discussed yet...
Let's make it beautiful
Logo
Sardine with the Brand Color Scheme, Sardine Represent Joana wanting to swim to another country. Also, Joana is Portuguese and sardines are a national and cultural symbol representation
Som Hi
Let's do it.
Let's go, go, go.
C
c S h r e o m l o
e
Let's make it beautiful
Let's make it beautiful
Br
and Fo
s t n
moodboard
Let's make it beautiful
Protocol to Online Reputation Not discussed yet...
Who and where will travel with us
Target
Buyer Persona:
DEMOGRAPHIC DATA: Name - Rita Gender - Female Marital status/family situation - Single, lives alone or with friends Age - between 18 - 38 Where do you live - Portugal and Spain Nationality - Portuguese Social class/purchasing power - €€
ATTITUDE: Character and personality: Fun, Outgoing very socialble and loves to express herself in her clothes. Lifestyle and trends it follows - She is a Hit-Girl that hates to look like the norm, always wears what is fashionable at the time, but with her own twist. What Consumed brands and love marks - Affordable brands, but have always some point items from top brands, can mix a Gucci bag with a thrift store shoes
TRAINING Educational level and studies - Degree in fashion - master in product design Languages - Portuguese, Spanish, and English
PURCHASE MOTIVATORS Reasons for purchasing or using our products / services She sees it, she likes it, she buys it. She is most inspired by music and celebrity fashion, but she only buys if it is original and unique with meaning.
JOB: Profession / position / role - Fashion Designer Type of company - Fashion Annual gross income - 21 000 / 25 000 LEISURE: Hobbies and activities - Painting, Expresses herself through art Free time - Travels, Exercises, do Yoga Instagram Influencer, Spends time with friends Interests - Travel, Fashion, Design, Art, Social Causes
IDENTIFIERS AND INTERNET USE: Keywords (tags) Social media @nastymagazine @artsxdesignarchive @schonmagazine @dazedfashion @untitledinspiration @roarvale @rosalia.vt @miamatangi @badgalriri @grimes
Social Platforms
Instagram 40%
Tik Tok 10%
Pinterest 5%
Facebook 30%
Branding Storytelling Interaction with customer
Branding Storytelling educational
Branding Storytelling Redirect to Web
Content Branding Store
Press Customer Care Share news and achievements
Subscribers Store Redirect to Web
Tutorials Behind the scenes Lives
Subscribers Redirect to Web
Interaction with costumer
Lives
Events
Goals Awareness
Caption
Convercion
Increase the online presence and creating the first client relations Increase the Engagement
Subscribers Increase the visits to the Web Increase of tags and mention, and shares
Increase in online sales Increase of positive Feedback loyalty
Strategies Awareness - Reels with Clothing sets and real states of the pieces - Invite people that follow competitors to follow your pages. - Giveaways tag Friends and share - Facebook Ads - Brand Awareness - Influencers share
Caption - Giveaways with easypromo such as personality games where the client received a discount to buy the clothes that fit their personality the most. - Money giveaway to the best photo of our clothes. - Weekly email marketing with cloth set ideas, new pieces, and cause of the week (feminism, sustainability, vegan brands, minimalism) - Share positive feedback from clients - Discounts to pieces with more than one month - Facebook ads - traffic - New pieces - Catalogue Positive feedback from clients - influencers post - IGTV with minimalism away of living spokes person - Press releases with favorite pieces for the season calendar and history of the brand. - Videos of the clothes being shipped / backstage
Convercion
- Private WhatsApp group to show new pieces. - Email marketing with discounts and new and complementary pieces. - Special Discounts for people that leave their feedback. - Facebook Ads - retarget / new pieces - Editorial calendar with automatic email marketing for special seasons like Christmas - Abandoned Direct message strategies. - Discount from Influencers pages
Goals
KPI's
Tools Google Analytics
Social Media Insights Flick
Post reach
Customer testimonials
Social share of voice
N~Publications - Nº Likes - Nº Comments
Click-through rate (CTR)
Followers - Audience growth rate
Conversion rate
Amplification rate - Shares
Engagment rate
Impressions
Personal Goal Be a happy Sardine and move to a beach in Spain with all the clothes in new happy homes Joana