Aittia Cloth & Culture

At the time these advertisements were made Aittia, a company making culture-inspired designer scarves, was new on the fashion scene. As a result, these ads were generated to raise consumer awareness of company as well as to establish a brand identity. As a group, we settled on a target market of women in their twenties looking for a signature item to express themselves and their creativity. We also made sure to rely on Aittia's unique selling point, that each of their scarves has a back story and a global inspiration. We also settled on a tag line: "AITTIA Scarves, uniquely you."

Client: AITTIA Scarves

Project: Generate awareness of and desire for AITTIA Scarves
Prepared by: Catherine, Ashley, Ian, Leah

As a new player in the already competitive fashion industry, AITTIA Scarves needs to generate advertisements in order to establish a brand identity and educate consumers about their existence. It is also important to understand that AITTIA Scarves are in a unique position in the market. They are more high-end than generic scarves, which can retail in just about any clothing store for $5 to $10 and be bought on a whim. However, AITTIA scarves also cost significantly less than designer scarves, which can retail for $200 to $500 and sell based off of their name only. As a result AITTIA needs to rely on its USP, the back-story for each of their scarves.


  1. Who is the Target Audience?

Our target market includes young women between the ages of 20 to 28 year old. They are fashionable, creative, urban, environmentally conscious, and enjoys traveling, though they may not have the money to travel to exotic locations yet. This group feels strongly about expressing themselves through their fashion choices. As individuals looking to move on from college to join the work force they are also currently looking to change their appearance to seem more sophisticated. However, they still fear losing their individuality by being forced to conform to strict business dress codes. As a result they are searching for a signature item to serve as a statement piece and a unique expression of who they are. AITTIA scarves may be a little more than the younger segment of our demographic can easily afford but as they are not too expensive they can serve as an attainable aspiration piece.

  1. What are we selling to our target market?

We are selling our consumers an identity. By wearing one of these scarves our consumer is telling the world that she is a fashion forward global traveler. She is also forging her own identity and proving that she is a unique and creative woman who will always stand out in a crowd. 

  1. What is the most important thing we want to tell our target about our product?

The most important thing we want to tell our target market is that each scarf has it’s own story and inspiration making it completely unique and far more meaningful than a cheaper, generic alternative. We also want to let our audience know that Aittia is a local company. Finally we want to ensure that the consumer understands that these scarves are very fashion forward and high end and will demand attention in any social situation.

  1. How does this benefit our target?

Our target market consists of individuals who want to be noticed. They want to establish a reputation and a unique persona as a cultured fashion forward woman. By wearing a unique piece with a story behind it our market has the opportunity to stand out and have a conversation starter which may in fact help her in job interviews or when trying to catch a cute guy’s attention.

  1. Is this benefit unique to our product or could competitors say the same thing?

Aittia scarves are unique because no other competitors have a line of scarves with a back-story and world inspiration. The scarves are original, fashionable, and worn with a purpose. Although competitors can have similar products, they will not be the same as Aittia’s.

  1. Is this benefit new?

This benefit is new because Aittia is a brand new company.

  1. Will our target believe our message or do we have to overcome some negative perceptions?

There are some negative perceptions to these scarves. Some women may feel that product is simply too expensive and not be willing to pay that much for a simple scarf. We also need to watch fashion trends because by this time next year scarves may not be in style anymore. For this reason some women may not want to invest a significant amount of money in something they may never wear again.

  1. What supplemental points do we want to make about our product?

A supplemental point that we want to make to our audience is that they can go on line and find tips about how to style their scarves. Some women may be interested in scarf trend but may not know how to wear it. Having tips for how to wear each scarf can make them seem less intimidating to try.

  1. What action do we want our audience to take?

We want our audience to feel inspired by the scarves and to have the need to go out and purchase them.
 
 
 
 
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