FCM Advertising Design Programme

MMI 3313: Media Innovation Design Project 1 (Final Year Project)

Name: Niranchana A/P Davadas

Student ID: 1091100334

Brand: Padini Authentics

Product Category: Fashion & Apparel

Competitors: F.O.S and Billa Bong,

Target Audience: Teenagers.

Unique Selling Proposition:

The brand focuses on quality casual wear.

The brand universe revolves around the college lifestyle and the fashion that caters to this lifestyle – from campus activities to hanging out and partying.

The designs strike a creative balance between chic and current and classic appeal, building on the staples of relaxed chic like denims, checks, plaids and stripes.

Information

Padini Authentic is the child company of the Padini Holdings Bhd.

The store is located in several malls in Malaysia.

The brand sells garments for both male and female.

It gives a world of collegiate cool, where style is casual, fluid, optimistic and relaxed.

This company is inspired by the laidback and carefree student life.

Padini Authentics is a brand that embodies individuality and confidence.

It sells pullovers, jackets, shirts and a variety of denims, khakis and knitwear.

Market Situation

Padini Authentic is targeted to the teenagers and suitable for college lifestyle.

Issues and Problems

People assume that Padini Authentic is expensive because it has the same name and store design as the Padini Concept Store which is expensive.

The branding is not strong enough to relate to its brand positioning.

Ideas/ Concepts

Re-branding the logo and concept so that it reflects the brand positioning. Create a more attractive and vibrant website for the brand.

Citation/ References

Padini Holding Bhd Website

http://www.padini.com/index.php/brand/index/padini_authentics

Wikipedia

http://en.wikipedia.org/wiki/Padini