“Branding is not just about the product; branding is also about creating a clear vision and strategy for a company.” (Brand Story; Hancock, Joseph; 7) A.B.Citified is not a typical luxury fashion company. While many of these companies are concerned with putting their brand logo on every square inch of space on their merchandise in order to build brand recognition A.B.Citified will take a much less obvious approach. “This company has proven that if you sell a great product and create a great atmosphere, you can become a leader in fashion.” (Brand Story; Hancock, Joseph; 90)
While the penned look of the A.B.Citified logo itself will adorn the tags of the clothing that is offered, it will not appear on the clothing itself. Instead of the logo, A.B.Citified will become recognizable by those who know the company by the iconic abrstract sketch of a city skyline that discretely adorns the clothing. Nowhere will the A.B.Citified logo and this skyline appear together. In this sense A.B.Citified will create a sort of cult following because in order to know what the well dressed gentleman sitting on the subway next to you is wearing that has this skyline sketch peeking out, one must have already purchased a piece of clothing from A.B.Citified or recognize that the sketch goes with the brand. This air of exclusivity will help to promote the A.B.Citified brand rather than hinder it. “The consumer looks for characteristic consistency of product, which includes quality, image, and what the brand stands for and represents.” (Brand Story; Hancock, Joseph; 95)
The A.B.Citified store will match this simple, modern, masculine aesthetic that is offered by the clothing. “The store’s atmosphere is critical to successful selling of fashion brands.” (Brand Story; Hancock, Joseph; 97) Creating a seamless experience for the customer from initial observance of the product, to seeing the store window, to shopping, and finally wearing the merchandise for themselves will become a seamless experience that will be vital to the A.B.Citified brand. This consistency will help to keep clients coming back for many years and create a loyalty within them that is invaluable to any retail company.
