Dream It. Believe It. Live It.
What We Do
To inspire and birth awesomeness in others through the creation of tailored women’s loungewear, thoughtfully designed to carry the customer from night to day in fabrics and designs that set the heart a flutter.
Top Three Things to Communicate
#1 - Position our brand as the only choice in the pajama category between sexy lingerie (designed for men's tastes, not hers) and dumpy, non-empowering boxer shorts/T shirt bedtime attire.
#2 - These pajamas give her the confidence to pay attention to her dreams and start fresh upon waking to pursue the best version of herself.
#3 - The line of clothing we produce is a blend of tailored, feminine, slightly sporty, on trend, with gorgeous exuberant prints like dark funky florals and bright colored absctracts.
Our Target Audience:
Target market is women aged 20-60, affluent HHI (1-2 million+), fashion conscious, college degree. This woman has a craving to do something bigger with her life but may lack the confidence to jump. She is drawn to this brand for the good feelings of confidence it gives her personally and also for the "empower you and other women in the community" message she receives. When a woman purchases a set of pajamas through our company, she has the opportunity to donate $30 to selected charities in the check-out process benefitting young women and receive 10% off. The philanthropic piece of this brands story is very important. I almost see two triangles one upside down with the points touching to demonstrate the energy flowing from the customer into the charities/community but that doesn't have to be the absolute vision for the logo.
These pajamas are one of the only options that can be worn out during the day for carpool, grabbing coffee, on an internantional flight, and entertaining house guests that is positioned in the lower end of the affluent market. They don't look like the typical set of pajamas, but sleep as comfortably as your favorite pajamas. At this stage the only night to day options for pajamas look like pajamas and are priced in the aspirational catagory, i.e. not avilable price points for the target market's HHI of
She most likely is married with kids and enjoys travel and entertaining at home. She likes to use instagram and facebook and keeps up with trends and what others are wearing.
purple/lavender, black, white, orange - I am open to ideas with these, dont need to use all of them but I do like clean white space w pops of color for impact
Our Ideas and Additional Information:
when I explain my company's mission I always end up drawing two triangles one on top of the other with the points touching to demonstrate the flow of empowering energy from the customer buying the sets of pajamas into the philanthropic side of the business.