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(BRAND)
(BRAND)
(tac) is an acronym for the brand’s primary marketing tag “these are clothes.” This acronym is placed in parenthesis to represent the brand’s fundamental challenge to normal conventions, while acting as a visual expression of the underrepresented as those that exist in the parenthetical, or unsaid. The use of the pronoun “these” alludes to the genderless, non-binary target consumer for this brand. Stating that these are clothes is a bold identification of the direct, human nature of the brand.
(STRATEGY)
(tac)’s brand is built on functional basics that refuse to conform to outdated, gendered concepts of self-expression. (tac) is made for people who understand themselves and want clothes that reflect who they are and the lifestyle they lead. This is the main message that it will seek to develop toward its consumers. As such, it stands as a progressive lifestyle brand that will improve the daily expression and identity formation of a community who lacks access to clothing that inspires them and fits their bodies.
(tac) is mission-driven to be a sustainable, ethically-produced and community building lifestyle brand. Its core values are: Community, Ethics, Sustainability, Functionality and Style, all of which are articulated succinctly in (tac)’s motto: “These are clothes. Apparel for people who know themselves.”
(tac)’s brand will be strengthened by the authenticity of its dedication to its core values and mission. The LGBTQ+ is sensitive to inauthentic or misrepresented appeals that rely on sex or present the community as shallow. Rather, (tac) will be queer owned and run and will establish internal policies and a published set of core values the reflect the authenticity of its mission.
(tac) will rely heavily on social media for marketing and for driving interest in the brand. Its competitive edge comes from the thoughtfulness and execution of its designs.
(tac)’s initial branding and advertising will be focused on identifying with the community it is targeting and providing problem-solving solutions through apparel design. It will develop past that to become a made-to-fit apparel outfitter, who can produce designs to fit a broad range of body types.
(SOURCE)
Marketing Magazine
(Target)
(tac) is a business-to-consumer retail company. Queer females and trans males are our primary target customers. We intend to attract the wider LGBTQ+ market, across identities and age groups through our graphic expression line and in particular our pride-themed gear.
(tac) will enter the apparel and lifestyle brand market at the intersection of two primary subsets of the fashion industry: sustainable, ethically-produced, non-binary apparel and accessories and e-commerce.
(tac)’s core focus is to provide gender non-specific basics with performance features often attributed exclusively to men’s apparel in forms that will compliment a broad spectrum of body types, allowing (tac) to target specific, underserved segments of the LGBTQ+ community. (tac) will target primarily millennial and Gen-Z consumers.
There are currently about 5.8 million queer females and trans males between the ages of 18-44 living in the United States. Queer cis females are made up of self-identified lesbians, bisexuals, pansexuals, and so on. Trans males are individuals who were assigned the female gender at birth but identify as male.
From a marketing standpoint, the LGBTQ+ community carries a strong set of values, to which they are likely to pay attention when assessing a brand’s authenticity. These factors include fair employment practices, such as non-discrimination/gay-friendly workplaces, support of LGBTQ+ causes and donations to LGBTQ+ charities. The majority of this community has demonstrated loyalty to brands that embody these qualities.
(SOURCE)
Greenbook
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