A group of investors wish to launch a new fashion brand in the Australian market during early 2025.  Your group has been hired to develop a proposal for their investment, and you must design and present a brand handbook outlining your proposed brand.  The investors are open to launching in any adult (ie teenage and older) fashion product category and at any market level.  They have a large budget to launch with stores in three locations across Australia, an ecommerce website, and PR, social media and marketing campaigns to support it.  Your group must convince them of the viability of the category and market level, and show why your brand will be unique in the market.

Your brand handbook will be a multi-page, professionally designed and presented, visual and written (digital) overview of the new brand that your group is responsible for conceptualising, developing, and realising.  The brand handbook should cover all tangible and intangible components of the new brand, and detail its position within market, indicating why and how it will be both unique and successful.  It should introduce the identity of the brand, including logo design, visual branding as applied to products, documents, marketing communication material templates and real-world and digital sales and promotional environments including social media.  The positioning of the brand must be clearly detailed and justified versus the market competitors you identify.  The values of the brand should be expressed, and an alignment with the values and lifestyle of an identified target customer indicated.  The handbook should subtly convey the personality of the brand and detail its relevance to the target customer and distinction within the market.  You must outline the principles of how the brand will be communicated to customers. 

Please note - this is NOT a marketing plan or marketing report, nor is it a range plan.  You need not detail the campaign supporting the brand launch, nor should you go into detail of the range of products available.  This is also NOT a lookbook detailing a season's collection.  The focus of the brand handbook is the brand - its identity, values, personality, communications, and positioning.  The brand handbook should be considered as an internal document, that is, for the eyes of investors and senior management only - not customers.  You might consider the handbook as being your groups' pitch proposal to the company's board of directors.

If relevant, you may use your group members' collected findings from assignment 1 to inform your work, augmenting these insights with additional research as you feel necessary.  You may use whichever software applications and online tools you feel are appropriate, however please ensure your submission is in a format which may be opened/accessed by your tutor.  Your group will be given a number of opportunities to discuss, show, and receive feedback on your work as it progresses.

Your submission should also include a group diary detailing how your group has worked together and contributed to the finished project.

This is a group assignment (work in groups of 3-5) and is worth 50% of your overall course grade.  No student will be unfairly penalised or rewarded in the event of unequal contribution of group members to the project.  However in the event of problems working in your group it is YOUR responsibility to inform your tutor in a timely and professional manner.

Rationale 

This assignment lets you demonstrate your ability to identify potential opportunities in the fashion market, and to conceptualise and create a new fashion brand in order to realise these.  These are critical tasks for a brand management or wider marketing professional, and completing the project successfully will show that you have developed competence in this area.

Method 

Step 1. Research your choice of market sector and examine the opportunities for a new brand in it.  Think about your group members' respective strengths and weaknesses and plan how to best work together.

Step 2.  Consider the tangible and intangible aspects of your proposed brand.  Research the issues and matters significant to your market segment, your proposed customer profile and consider how your proposed brand will fit within the market.

Step 3. Develop the design, look and layout of your brand handbook, incorporating the tangible and intangible aspects of the brand.

Step 4. Finalise your handbook, save your document as an electronic copy and submit. 

The four above steps are suggestions and do not exclude alternative approaches to research, analysis and writing, or exclude other content that you feel is appropriate for the successful completion of the assignment.  You will have opportunities to discuss other process and content ideas with your tutor.

Assessment Criteria

You will be assessed by the following components of the assignment:

- The commercial viability of the brand as demonstrated by its distinction in the market and connection to customer needs/lifestyles (35%)

- The aesthetic quality of your brand handbook including its visual presentation and communication of the brand identity, values, personality, communication and positioning (35% of assignment grade).

- The quality of your project management including the delineation of group members' contribution to the finished handbook, as detailed within the group project diary (30% of assignment grade)。

Basic on this , tell me the detail steps to make the handbook