COM 456 Creative BriefLucille Ryan

Brand: Alex and Ani Product: Charm Bracelets Date: 10/7/14

Deliverable: Print Advertisement

Project Contacts: Be Buddha Designs

I. BACKGROUND

Alex and Ani has a very unique branding position in comparison to other jewelry companies. According to the brand website, the company’s ethos is devoted to living consciously, and turning a lifestyle brand into a way of life. “Alex and Ani is pioneering its own definition of corporate consciousness with sustainable initiatives and the creation of high quality, thoughtfully manufactured pieces.” (1) The company presents consumers with a stylish singular or set of charm bracelets that each hold its own, individual symbol and meaning. These bangles are made in America with the use of eco-friendly products. Alex and Ani does all this because the company aims to promote a positive connection to each product, in order for consumers to identify completely with the brand.

There are a number of key tenants that sets this brand ahead of the pack, such as local production, environmental consciousness, and symbolization. Another way the company wants to be positioned is with an emphasis on the power of positive energy. The belief is that when a consumer purchases a piece of jewelry with a unique symbol that she identifies with, it will emulate throughout her life in a positive manner, and promote this idea of good energy in all aspects of life.

Below are a number of current advertisements for the product. There is not very much advertising for this brand, mainly because Alex and Ani have taken a less traditional approach. Many of the advertising is done through mass media campaigns, both alone and with other licensed organizations. One of which is through social media, where females have the opportunity to post pictures of them wearing their Alex and Ani products with certain hash tags, like #alexandani and #charmedarms. (4) These photos are uploaded to Alex and Ani’s website for all to see.

There are countless competitors in this constantly changing industry. Some of the standout brands that compete with Alex and Ani include Pandora, Chamilia, Tiffany & Co. and more. The mission

statement of Pandora states is “to offer women across the world a universe of high quality, hand-finished, modern and genuine jewelry products at affordable prices, thereby inspiring women to express their individuality.” (5) Similarly to Alex and Ani, they aim to serve women individualistic ideals made of silver and gold at an affordable price. However, Alex and Ani goes deeper in their efforts to create a strong ethos for themselves and their customers.

II. WHO IS OUR CONSUMER?

The target market for Alex and Ani covers a fairly wide range of females. One of said markets is a young woman living in a large city with an interest in fashion and fitting in. Since this brand began in Cranston, Rhode Island in 2004 (2), it spread first to other major East Coast cities such as New York and Boston. Young women residing in these cities with an affinity for urban style and sophistication would invest in this product because of its looks. Alex and Ani’s bangles have a sleek design that compliment an urban wardrobe while staying within this target market’s tight budget.

Another target market caters a female who, while she is interested in the look of the jewelry, identifies more with the alchemy of the brand. Each bracelet is crafted with it’s own special symbol, and young women will specifically buy the ones that she identifies with. For example, Alex and Ani has collections for astrological signs, sororities, sports teams, and more. In the mission statement on Alex and Ani’s website, it states that, “Each design is positively intended to empower the wearer and reflect the unique qualities of the individual.” (1) A female in this particular target market will invest in this brand because of the connections she has to the symbols she collects on her wrist.

A barrier that Alex and Ani may need to overcome in order to improve advertising is to emphasize the ‘bang for your buck’ for these jewelry products. This may be apparent already to some audiences, but from an outsider’s perspective, an initial assumption at first glance of this brand is that it is of very high quality. It’s intricate beading and detail gives it an expensive image. However, those not familiar with the brand are unaware of the other aspects of the company, such as eco-friendliness, local production, and most importantly, it’s low price in comparison to other fine jewelry companies. From an advertising standpoint, Alex and Ani would be wise to emphasize these other aspects in their campaigns.

III. OBJECTIVES

The major objective for Alex and Ani’s brand is to increase an emotional connection with the audience. The company’s emphasis on locally creating their jewelry from eco-friendly products to create collections comprised of research and thought is something that many consumers will identify with. It goes beyond the aesthetics and functionality of traditional bracelets.

Alex and Ani also has deep interests in charity. The company’s founder has partnered with over 30 different non-profits and created a meaningful bracelet for each, with the proceeds going to each charity. Over 13 million dollars has been raised in these efforts. (3) This passion for philanthropy reverts back to Alex and Ani’s mission statement of corporate consciousness.

In order to position the product to meet the needs of both of our target audience (one with an interest in looks, the other to the company ethos), it is important to meet in the middle. This brand is capable of standing out from the thousands of fine jewelry companies because of the multi-faceted tenants that serve as the glue of the brand. Each bracelet holds individual meaning that the consumer identifies with, and by adding all of these personal values onto your wrist, you are left with a stylish collection that serves as the only jewelry you will need all day. No other company can truly say that.

IV. TONE AND MANNER

The communication of this product should feel almost effortless. Current advertising for this product is usually quite basic, letting the products speak for themselves. This gives consumers the impression that the reputation of the product is more important than a fancy, overdone advertisement. By going back to basics, it allows the personality behind the brand to shine. This personality has a focus on style, quality, and deep routes to the symbols of the bracelets.

V. EXECUTIONAL MANDATORIES

On every single bracelet produced by Alex and Ani, a consumer will find a number of elements. First, there is a small tag that signifies the ecofriendly aspect of the brand (see right). This serves as a reminder of the eco-friendly concept of the company.

Another element on each bracelet is the local aspect (see below). This notion of ‘made in America with love’ is one of Alex and Ani’s key tenants. With this element, it helps consumers relate to the national identity that this company creates. You get all of this when you purchase one singular charm bracelet.

REFERENCES:

1. The Alex and Ani story http://www.alexandani.com/our-story

2. New Bedford-native named Mass. Small Business Person of Year http://www.southcoasttoday.com/apps/pbcs.dll/article?AID=/20120323/SCBULLETIN/204020311

3. Alex and Ani’s ‘Charity By Design’ http://www.alexandani.com/charity-by-design/

4. Alex and Ani’s ‘Charmed Arms’ campaign http://www.alexandani.com/charmed-arms/ 5. The Pandora Story

http://www.pandora.net/en-us/pandora-company/about-pandora/the-pandora-story