Fair Isle is a mature, contemporary brand that allows women to appreciate a line of clothing catered to their intelligence, creativity, and individuality, while keeping with great quality and affordability. It is aimed at women ages 18-28. They will no longer have to search for a style that fits their own personal style. Fair Isle will be that place to find that individual piece to make their outfit that much better. “The connections between the consumer and product are made by providing a structure, method, and function for using a product." (Brand Story; Hancock, Joseph) Fair Isle will be a brand that will stand out as many wear it and create a firm customer base that will be passed on to following generations due to its individual style and quality product."All of Johnny's fashion branding has been implemented through self promotion, work of mouth, or by using electronic methods such as e mail and the internet." Brand Story Joseph HancockAdvertising for this brand will be mostly through self promotion as well as helping out with events that will attract the desired customer base such as charities.“By definition, fashion branding is especially important in luxury retail. The consumer looks for characteristic consistency of product, which includes quality, image and what the brand stands for and represents.” Brand Story Joseph Hancock. The advertising for the company must reflect the company and its client base in order to maintain its cliental.
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