Final Project: Define Identity

Just like the other successful brands I want to be able to create a name for myself. I really think that Johnny cupcakes did a great job at creating a company. “The Johnny Cupcakes success story is extraordinary. By the ripe old age of 26, Johnny Earle had launched a multimillion dollar company that continues to grow through a type branding referred to as viral fashion branding. All of Johnny’s fashion branding has been implemented through self-promotion, word of mouth, or by using electronic methods such as e-mail and the internet.” (Brand Story, Joseph Hancock, Pg.109) For my clothing company I want to be able use viral fashion branding as a means to promote the company. Since the company will just be starting out we will not have much money to pay for advertising. Using social media like Johnny Cupcakes did is a great way to put my company on the map!


London Destruction’s strengths include quality, uniqueness, customization, and pricing. Another one of our strengths is our uniqueness. You will never be able to find clothing that imitates our style. Our dark 1800’s look will start a new trend in men’s wear. Another one of our strengths is the customization that comes along with a lot of our pieces. We offer complimentary embroidering on our shirts, jackets, gloves, and handkerchiefs. This embroidering can be different styles, colors, and fonts. Our last main strength is our pricing. We think that offering these services will make our customers feel special. I got this idea from Johnny Cupcakes. He liked to make his customers feel special by “adding surprises to the boxes when filling internet orders. Customers would find items such as trading cards, packed with their orders.” (Brand Story, Joseph Hancock, Pg.113) We are also going to offer prices that are a little more affordable than our competitors. We will offer high fashion quality and style with the pricing of our less expensive competitors.


London Destruction has a great opportunity to provide a unique clothing line to a unique client base. We plan on show casing our clothes by dressing the “A” list celebrities that would fit our unique style such as Johnny Depp and Robert Downey Jr. Another company that used this tactic was Dante Beatrix. “The Dante Beatrix Company focused on bags for every purpose: totes, laptop bags, gym bags, diaper bags, and pet carriers.” (Brand Story, Joseph Hancock, Pg.126) The company was able to gain a celebrity clientele that sky rocketed the popularity of their bags. Beatrix most popular piece was their diaper bags. “Currently the sales of child-related durable products like diaper bags and backpacks are growing at a rate of 1 to 4 percent per year.” (Brand Story, Joseph Hancock, Pg.130) People would photograph the celebrities wearing these bags and everyone wanted to know who the designer was. I plan on doing the same thing by dressing key celebrities in my designs.