525

As a North American apparel brand founded in 1983 and focusing on the knitwear category, 525 has a group of loyal users who have accompanied the brand's growth, making it a cost-effective choice for boutique knitwear, but with new brands emerging, 525 is facing the problem of brand aging:

(1) Highly homogenized competition: the similarity of knitting products provided by apparel brands in the adjacent price range is so high that it is impossible to widen the gap.

(2) Limited premium space: positioned to sell simple and comfortable knitwear, lacking a sense of value, unable to break away from the competition of basic models
(3) Brand equity is not sustainable: sales are extremely dependent on large single product, the lack of brand equity precipitation, reflected in the overall image of the brand out of focus and confusion, the lack of memory points

• Define market positioning: through market and brand gene sorting, define the positioning of 525 brand as a whole and different product lines.
• Clarifying the brand value proposition: Insight into the consumer and uncovering the value drivers behind what the 525 brand's core users wear
• Clarify brand style: use Needscope model to define the brand's unique personality, and the corresponding style attributes
• Brand development planning: Combined with apparel industry research and the brand's own genes, the brand development path is formulated in phases.

• Consumer demographic research
• Brand house
• Brand slogan
• Brand Tone Suggestions