João Pimenta | Marketing & Branding
This project focuses on revitalizing the João Pimenta brand through a comprehensive marketing campaign and web design overhaul. Known for his innovative tailoring and breaking gender norms in fashion, João Pimenta's brand targets a contemporary, avant-garde audience. The project highlights brand repositioning, with improvements to e-commerce, social media, and communication strategies. It includes customized packaging and olfactory marketing, using the Alchemy fragrance to enhance the brand experience. The campaign aims to strengthen brand identity and improve customer engagement and satisfaction.
Work stages
Brand positioning
The brand's positioning is 100% based on innovation and creativity, providing its target audience with exclusive, high-quality products. It is based on values such as gender, appreciation of innovation and Brazilian culture.
João is known worldwide for his tailoring creations for the male market, which break barriers and play with shapes and gender, besides fighting against the male fashion paradigm in the market, and for the elevation of self-esteem. Conquering clients who are not afraid to experiment, who have spontaneity as their essence and the security of wearing what best represents their identity.
The differentials of elegance, creativity and masculine fashion are present in every detail of its creations. With this, it stands out, and differentiates itself from many because of its powerful identity and exclusivity.
Target Consumer Profile
The brand has as target audience upper/upper middle class people, between 20 and 45 years old, who live in regions that have well-defined seasons.
The gender was not previously defined, because, according to João Pimenta: "[...] it is not the stylist, the brand or the clothes that define the gender of a person. Who defines the gender of the piece is who buys and uses it. I decided to make clothes for no one and, at the same time, for everyone, I don't know who will find this piece and wear it. This gives me enormous creative freedom. I freed myself in the shapes, the colours, the raw materials. I did what I felt like doing, without caring if it looked corny or beautiful. For me, these nomenclatures have lost their meaning. - in an interview for Elle on 26 June 2021.
This group has higher education (complete or in progress), does not have a large family nucleus and usually has training or work in creative areas. In addition, a very important concept that defines the brand is androgyny, as there is a legitimate effort to cross the fashion elements rooted in the male and female genders. Finally, we can define that the profile of the target consumer is contemporary, avant-garde, with a high purchasing power, attentive to fashion trends, and has a balance between the classic and the exaggerated, besides being concerned with social issues.
SWOT Analysis
SWOT analysis is a strategic planning method that encompasses the analysis of scenarios for decision making, observing 4 factors. They are: strengths, opportunities, weaknesses and threats.
Marketing Campaign
The main goal of the campaign, due to the problem found in the communication and e-commerce of the brand caused, mainly, by the defacement of the website, the chosen marketing objective was to update the website and social media, hiring a new developer, social media or social analyst for the social profiles of the company in order to manage the brand and visibility.
The site was slow, lacked information and transparency with the consumer, had difficulty in dividing sectors and several other problems.
Customized packaging
Customised packaging makes the shop stand out from the competition, representing the brand's attention to detail and greater care with product integrity.
Olfactory Marketing
The human body responds to smells in an emotional way. A perfume in the environment is capable of stimulating sensations and reactions in each one.
Emotions such as calm, well-being and impulsiveness can be guided by smell, generating brand memories.
The Alchemy fragrance contains top notes of mint, heart notes of cinnamon and linen and base notes of woody pink peppercorns.
Project, analysis and development of marketing campaign developed as a concept based on the brand João Pimenta. All rights reserved, not being authorized to use the concepts presented above.
