MZInc brands overseas clothing manufacturer with identity and integration

Challenge

Her Style, an overseas clothing manufacturer, made fashions that had personality, but needed an identity. Separated into two different sub-brands, Her Style Boutique and American Angel, the label suffered from a little identity crisis. MZInc’s task was to introduce the manufacturer’s apparel to U.S. markets with impact. The strategy was to attack on multiple fronts using an integrated marketing approach. But before that could be effectively begun, they had to clear up that little identity crisis.

Execution and Results

The first step was to create a logo that would tie the separate sub-brands together under one name and provide a foundation for building brand identity. To get an idea of the power of a good logo, one only has to consider the silent shout of the Nike Swoosh. The logo unifies the different labels and sub-brands under a single brand name that provides instant recognition on sight. In the case of a brand new to domestic markets, such as Her Style, the logo was also designed with contact and ordering information.

Once the logo was designed, MZInc produced and placed a series of print ads in several national fashion publications, created trade show displays, arranged for outdoor advertisements, mailed marketing pieces that were sent out to hundreds of specialty stores using database marketing, and designed and delivered the catalog to the targeted end consumer. This comprehensive campaign had a distinctive look and feel amongst all channels and employed the logo in every case. MZInc even created business cards using the same color scheme and logo. This consistent message delivered across multiple channels allowed for tremendous success with the debut catalog and earned MZInc the highest award, their clients’ extreme satisfaction and repeat business.

photography by Ike Karnick