"This is What" is an online apparel company dedicated to providing unique and expressive clothing options for individuals. Our brand is built on the principles of self-expression, authenticity, and community. Target Market: Our primary target market includes individuals aged 18-35 who value individuality, creativity, and community. These are people who seek apparel that allows them to express their personal identity, beliefs, and interests. The online apparel market is growing rapidly, with increasing demand for personalized and unique clothing options. Consumers are moving towards online shopping due to its convenience and the wide variety of choices available. Market Trends: • Rise of personalized and customizable fashion • Increased demand for sustainable and ethical clothing • Growth of social media influence on fashion trends Competitor Analysis: Identify key competitors in the market and analyze their strengths and weaknesses. This could include brands like ASOS, Zara, and niche online retailers specializing in unique and customizable apparel. Marketing Strategy Brand Positioning: Position "This is What" as the go-to brand for individuals who want to celebrate their uniqueness and build community through shared values and interests. Unique Selling Proposition (USP): Offer high-quality, customizable apparel that allows customers to express their identity and connect with others through shared interests. Marketing Channels: • Social Media Marketing: Leverage platforms like Instagram, TikTok, and Facebook to reach and engage with your target audience. • Content Marketing: Create engaging content that resonates with your audience’s interests and values, including blog posts, videos, and user-generated content. • Influencer Partnerships: Collaborate with influencers who align with your brand values to reach a wider audience and build credibility. • Email Marketing: Develop personalized email campaigns to keep customers informed about new products, promotions, and brand updates. Product Offerings: • Customizable apparel including t-shirts, hoodies, and accessories • Limited edition collections featuring collaborations with artists and influencers • Seasonal collections that reflect current trends and customer feedback Product Development: • Continuously gather customer feedback to improve and expand product offerings • Explore sustainable and ethical sourcing options for materials • Invest in technology that allows for more customization options
Core Values: 1. Individuality: Celebrating the uniqueness of each person. • Application: Encouraging our customers to embrace and express their individual styles and identities, and offering products that allow for personal expression and customization. 2. Authenticity: Being genuine and true to oneself. • Application: Encouraging both our team and our customers to express their true selves, and reflecting this in our branding and interactions. 3. Personal Connection: Building meaningful relationships with customers. • Application: Providing personalized experiences and interactions that make each customer feel special and appreciated. 4. Empathy: Understanding and sharing the feelings of others. • Application: Actively listening to our customers' needs and experiences, and responding with compassion and support in a timely manner. 5. Fun: Bringing a sense of enjoyment and playfulness to everything we do. • Application: Creating a lively and enjoyable experience for our customers through our products, marketing, and interactions, ensuring that engaging with our brand is always a delightful and entertaining experience. Quotes: “One word can speak volumes and make all the sense that a thousand words may not be able to.”
This is What Apparel was born from our beliefs in confident and authentic self-expression. It was founded by Melissa for her 30th birthday trip to Miami with two best friends, also celebrating a 30th and 29th birthday. Turning 30 seemed so far away (and old) as a teen, but the friends didn’t feel it, or look it, so the first tank tops with the phrase THIS is what Thirty Looks like was made to show off their young spirit. She then was asked by friends to make forty, ninety, graduate, nurse and more words. She surprised her family in celebrating her Nanny Lucy’s 85th birthday July 4th with This is what America Looks Like shirts to show their proud patriotism, which she began to sell in her retail shop, and sell out!
This is What Apparel’s mission is to be the favorite apparel company for individuals to celebrate who they are.
With just one word, we empower individuals to boldly embrace who they are and to stand out from the crowd while creating community around shared interests, values, and life experiences.
