DESIGNER

Talon Gough

PROFILE/DESCRIPTION

Passione is a fashion company that sells high quality suits. They currently have 1 location, downtown San Francisco,  but are beginning to make a name for themselves as their suits are both custom made and of the highest quality. The suits sell for $10000 - $30000, which also covers the cost of the trained employees that will assist a customer in finding the right suit for them. Passione’s target audience consists of only the wealthiest businessmen/businesswomen. The owner, Chase Smith, came from France when he was 15, and started the company at 35 in 2007. Chase believes in quality, and although not many people are willing to splurge on such an expensive suit, there is a small population that admire his work. Chase’s brother, James, custom designs every suit so that it is tailored to a customers liking. The materials for the suits come in from France, and are assembled at the store.

GOALS

Brand advantages:

• Material imported from France
• Assembled by hand at the store
• Custom made suits
• Good reputation

Brand attributes:

• High quality
• Good service
• Attentive
• Spends lots of time on every customer
• Trustworthy
• Durable

Brand experience:

• Thought out
• Caring
• Friendly
• Sharp
• Creative
• Changing
• Attractive
• Clever
• Easy

TARGET AUDIENCE

Wealthy businessmen/businesswomen