Touch Points

What is a touch point?
A touch point is any way that you experience the brand. 

Touch points can also be known as:

-contact point

-customer contact

-moment of truth

-point of contact

-brand touchpoint

-customer tough point

-the interface between the brand service or product

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What is a brand?

A brand is an identity. It is a product, service, or concept that is publicly distinguished from other sellers. Corporations want their brand to be known and instantly recognisable worldwide and so this is often done through features such as the name, slogan, logo or colour combination. For example an obvious one would be Chanel with their black and white colour scheme and interlocking c's. A brand name is a trademark, and cannot be used by anyone else. 

Often brands play with peoples emotions. When some people experience or see a brand it can trigger and emotional change. They aquire feelings, thoughts, images, beliefs and attitudes towards the way they see the brand. This psychological aspect is referred to as 'brand image' and it exists in the minds of people made up of information and expectations of the brand.

They can also shape how we behave and owning a product can make you feel part of the image which the brand illustrates. From this you can see why there is the phrase "you are what you buy".

Brands are like people in a way that they have their own sense of personality and story. They have something which makes them individual and special, but also brands have an essence. This is the way that the brand is perceived and the associations that you have with the brand. For example, Versace is often thought as quite gaudy, while Armarni is known for sleek clean cut tailoring. Both of these brands are are Italian but embody a different feel.

Brand Management

Brand management is the activity of supervising the promotion of a particular brand of goods, making sure that it maintains it's position within the market and the target audience. Ad agencies create and idea that the product/brand is more than the actual cost of a product and its selling price. A brand which is widely known to the market place is said to have 'brand recognition.

A brand is nothing without its nothing without its audience, as these are the people who respond to it and give there feedback.
The audience is split into three stages which are the opinion formers, the early adopters and the footballers wives.

The opinion formers are the 'trend setters' they pick up the trend and promote it to the people who they want to show it through different platforms such as social media, so people can take the trend on board. They usually work in industry to help designers decided whats going to work and whats not. Examples of opinion formers include Katie Grand editor of love magazine, fashion stylist and journalist.

and Amanda Harlech who is an art director and stylist and is currently working for Chanel.

The early adopters are the people who are quick on the trends and are the first to buy and wear these new trends. They take from the opinion formers. These kinds of people are usually from metropolitan areas, artistic communities, creatives who work in fashion or the media. E.g Kate Moss

When a trend reaches the footballers wives it all comes crashing down. The core group of consumers loose interest which can sometimes  effect sales and brand image in the long run. An example of this would be Daniella Westbrook wearing a head to toe Burberry outfit. 'Chavs' caught on and Burberry began to get a negative association, but has now luckily transformed and it is no longer thought as chavy.

Another example would be Celine not allowing Kanye West into their fashion shows as they do not want to be associated with that image. They want to stay true to their brand identity and there target audience. 

The brand identity

The brand identity is the outward appearance of a brand such as the logo, name visualisation and products etc. The brand identity is created by the brand owner and therefore it reflects the brand to be understood. The have to think of there USP (unique selling point) as brand need to be individual and different. The brand image is whats in the consumers head.

Brand strategy and management

                                   

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Rave plus

visit

http://www.ravensbourne.ac.uk/rave-plus/rave-lectures/

What is ravensbourne plus?

Throughout ravensbourne there are a number of sector specific lectures and short courses which help students to prepare for working in industry. They are tailored to suit each course and ensure each of the students learn how they can best showcase themselves and their work at a professional level.

It makes students aware of opportunities and potential career routes and they are encouraged to gain work experience.

Currently on Facebook there are groups for Ravensbourne students to join which provide regular updates of work placements and experience available in industry. 

here is the fashion group which I have now joined.

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London fashion markets and design clustering

A trip to see how fashion brands create a victual presence on the high street and shopping districts.

Regents street features a range of shops from luxury brands such as Burberry to Bridge Brands such as Ted Baker.

Down Conduit street you find brands such as Dior, Vivienne Westwood, Moschino, Donna Karan and Japanese brands Miyake and Yamamoto.

 Sketch bar was the original London Show room of Dior

"the home of tailoring"

the oldest tailor on the row, Henry Poole

Bruton St. famous for its commercial galleries

 Mount street is the new area of Mayfair in terms of fashion

Balenciaga changing rooms were a must see, with a futuristic, almost space like feel to them. 

Thomas Goode, the elephants in the window are insured for £1 million each.

South Moulton Street

Hobbs, Ted Baker, Space NK

Browns put John Galliano on the map

 A piece of Paris in London. The Wallace collection entry is free and the staircase was originally in the home of Madame De Pompadour the Mistress of Louis XIV. Vivienne Westwood got many of her 18th century design inspirations from the gold room in the Wallace collection.

NEW AND OLD BOND STREET

On these streets you will find shops such Chanel, Tiffany, Louis Vuitton flag ship store, have a look in. Your supposed to feel like your inside a jewellery box!), Dolce & Gabanna, Fenwicks, Miu Miu, Hermes, Dior, Ralph Lauren.

Carnaby Street came to prominence in the 1960's but is sadly today very much like all the other shopping streets in central London.

Covent Garden had become a new area for Luxury fashion, there are make-up stores for Burberry, Chanel and Dior, positioned exactly next to each other- competition is high. Opposite you find the Apple store, showing the idea of fashion and technology colliding.

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