Virtua Marketing
Virtua is a fictional fashion brand created as part of a group project in which I was in charge of the Marketing channel, playing an assisting role in the Branding channel as well.
The Prompt.
Create a fictional brand, fleshing out its relevant channels such as branding, marketing etc.
Virtua is an avant-garde fashion brand that combines high-quality, high-fashion garments with unique AI fitting technology.
This fitting technology serves as the unique selling point of the brand. Promoted by recent developments in AI technology being able to generate images of clothes onto people, Virtua aims to deliver these capabilities to its consumers via its primary platform: a mobile app featuring aforementioned AI fitting function and serving as an online store for in-house products. Though these developments in AI technology are still in its early stages, the focus on this project was not on the feasibility of its product and services, rather the branding, marketing, finances and UX/UI aspects of this brand should it theoretically exist.
Branding
Logo Design.
A strong brand is the foundation for an engaging marketing campaign.
For this project, I assisted in the creation of both the Logo and the Emblem for Virtua for the branding channel. The design began with free-handing until I landed on something the team agreed was good. This resulted in the logo on here which was then adapted into an emblem for the app.
Logo
Emblem
Marketing
Marketing is the expression and communication of a brand Identity to its consumers.
For the marketing channel for Virtua, it was my goal to create a comprehensive plan for a Pre-Launch and Launch Campaign.
This includes Market Research for the purpose of Defining Virtua’s Demographic. By understanding Consumer Desires, the overlap between our demographic and our brand’s Unique Selling Point becomes apparent. The best Marketing Strategies can then be chosen for consideration to target consumer groups effectively.
Pre-Launch Campaign
Pre-Sale
1. Offer Pre-orders
Consumers can preview clothing items using Clothing Simulation
Option to Pledge; Customers who back the company will receive an exclusive made-to-order article & physical merch
2. ”I’m Interested” Option
Let’s us know how many people are interested in our product
”Tell Us More”; allows users to enter their email to get notifications & updates about launch. Directs users to survey about consumer expectations and impressions.
Release Promotional Content
Reach out and & Collaborate with influencers
Open applications for social media ambassador
Social Media Campaign
Launch Campaign
Promotional Content Production
Periodically release photo shoots and b-roll
content on website and social media
( Instagram / X / TikTok)
Physical location for Direct Sales
w/ Interior Design that reflect our Brand
Promote on Social Media Campaign
Pop-Up Store Event
This pre-launch assumes all relevant platforms such as mobile apps and web stores are fully operational and will last for one -year.
Deliver pre-ordered clothing items and exclusive merchandise (Accessories / Lookbook) to pledgers