Reiss Brand

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Institution
Date of submission
Introduction
Reiss is one of the global fashion brands that currently offer affordable but luxury clothes for both men and women (Asos, 2015, pp.24). Being a distinctive,
confident, as well as constantly evolving brand, it continues to offer unique design collections, whereby its style endures over trends. Since its inception back in
1971, Reiss has succeeded to open significant number of fashion stores across Europe as well as in the Far East Asia (Reiss, 2015, pp.12). Unlike some of its
competitors, it has continuously produced high-quality as well as design-led clothing; a factor that has contributed to its emergence as the leading as well as
prominent brand in the global fashion arena (Reiss, 2013, pp.11). This has been due to its ability to embrace creativity as its guide in the development of various
fashion designs as well as wears across the globe.
Target customer’s needs using segmentation as well as motivational theory
The principal target market for Reiss brand are males as well as females aged between 20 to 35 years that have a strong eye for style and fashion (Reiss, 2015,
pp.21). This group of young, style conscious youths serves as the main target market for Reiss since they have increased conscious on the design uniqueness as well as
style, a factor that attracts them to the large available variety of luxurious clothing from Reiss. This audience is well informed on the latest trends, and they have
increasingly begun demanding for an individualistic style (Priyambadakhushboo, 2014, pp.28).
However, apart from this young, style conscious audience, Reiss has also began attracting the older audiences who are increasingly beginning to become style
conscious, thus they have taken great steps towards keeping up with the trends, and therefore are greatly looking for luxury but affordable brands (Bass &
Beckwith,2011, pp.26). The emergence of older audiences has been linked to the snowballing of the working population in regions where Reiss has already established
its stores; for instance the UK as well as the United States. The steady increase in the number of women entering employment has created a greater financial freedom
for a large segment of population (Priyambadakhushboo, 2014, pp.32). More women are currently entering in professional employments; hence the need to wear smart
clothing has emerged. Given the fact that women have a higher propensity than their male colleagues to spend on fashion, then the increased number of employed women
has led to an increased spending on luxurious clothing (Reiss, 2015, pp.23). with such an emerging trend, Reiss has begun customizing its brands, with a key motive of
capturing the augmenting number of older, professional women who are increasingly beginning to demand for a more customized, luxurious clothing (Bass & Beckwith, 2011,
pp.28). So, this class of women has also become one of the key market segment targeted by Reiss.
The current target markets for Reiss are in high need of some classy, luxurious jeans as well as dresses. They are increasingly in need of a fashion that is
young, cool as well as extrovert. With such needs, Reiss is continuously introducing what has emerged to be known as modern, design-led style with a sexy slant
(Priyambadakhushboo, 2014, pp.29).With such unique, as well as forward thinking ideas, it has adequately managed to satisfactorily meet the current needs as well
demand of its primary target market across the globe.
Customer motivation theory
Reiss clothing satisfies both the fashion as well as psychological needs of its target customers (Blokland, 2006, p.23). One principle in business that helps a
business unit to retain its customers is offering them value for money. It is argued that in case a customer is adequately satisfied with the quality, design as well
as the offering of a product, then there is almost a guarantee that he or she will always come back for more (Priyambadakhushboo, 2014, pp.32). So, in this case, Reiss
has in the best way strived to offer fashion that is modern, stylish, as well as affordable to its younger audiences, a factor that has given it a lead in the
luxurious clothing market.
One unique attitude that sets Reiss customers apart from the rest of fashion conscious consumers is the unique characteristic of each and every garment in
Reiss male jeans as well as female dresses (Independent, 2015, pp.69). Its ability to effectively combine different garments in their designer jeans and dresses makes
them, a fashion brand that is globally known for its collections of clothing where style endures over trends (Priyambadakhushboo, 2014, pp.33). Additionally, another
factor that creates customer motivation in regard to Reiss brand is the ability of Reiss to engage Celebrity endorsement in order to create a psychological impact in
the mind of customers (Reiss, 2013, pp.22). Regularly, Reiss brands are endorsed by different celebrities, including musicians as well as actors who are globally
recognized, a factor that makes the customers believe that Reiss produces as well as sells high-end value clothing.
Future fashion needs
The trends in fashion indicate that the future needs of the Reiss target customers’ is to have a luxury clothing that they can wear both in an official event
as well as during the weekends while relaxing (Blokland,2006, pp.14). This creates a gap in the market in regard to the current brands being offered. For instance, in
the current fashion market people normally purchase Reiss suits as well as dresses for work or for a certain occasion, since all the available types of jeans as well
as dresses are mostly tailored for official events (LSN, 2015, pp.24). So, with this enhanced customer flexibility, Reiss can strategically plan for young, cheaper
sub-brands that can effectively capture this new need.
Additionally, people across the globe, particularly the young working groups are beginning to demand for a more customized clothing so as to look appealing as
well as unique in their own style (LSN, 2015, pp.26). This means that the alignment of clothing sector is soon taking place, since most of the people nowadays do not
go purchasing the ready-made clothes, but rather prefer the services of fashion designers, who are in position to effectively design clothes for them in accordance to
their body size and shape (Bass & Beckwith, 2011, pp.17). This new trend has completely changed the way fashion stores used to operate.
One of the best ways for Reiss to become accustomed to these outstanding changes in the fashion market is by launching younger, lower priced sub-brand for
autumn to cater for the changing customer needs. For a long time, Reiss brands have been attributed to official occasions; however, with these emerging trends it has
to start up a new label, with classic elements as well as signatures, that will offer the younger audience a wow factor (LSN, 2015, pp.24). This way, it will be able
to satisfy the new customers’ needs while at the same time entering into new market segments.
Target customer profile board of Reiss

Neo-Tolkienism
This is one of the presently emerging macro trends that have a notable impact on both the long term as well as the short term suitability of Reiss brand
(LEBryan, 2014, pp.26). Neo-Tolkienism evolution has led to the creation of a new, unique niche genre in the fashion world. It has created a situation where there is
an emergence of fantasy fiction in the mainstream world of fashion (Florence, 2015, pp.19). This new, impactful trend had greatly been driven by pop culture since it
started back in 2001, however, in the recent years; the trend has extremely become popular.
Neo-Tolkienism has significantly influenced the high fashion brands such as Reiss in a significant way. For instance, luxurious brands such as Reiss had been
termed as high fashion designs that do not normally feed from other fashion brands, since they are regarded as the top brands; however, with the emergence of this
trend, new trends have emerged, thus changing this initial notion (Florence, 2015, pp.23). Currently, high-end brands such as Reiss have a new life line, where they
can expand as well as launch new clothing lines in the new trends created by such market trends like Neo-Tolkienism (LEBryan, 2014, pp.33).
Neo-Toklienism has allowed luxurious brands such as Reiss to gain inspiration from cultures, time periods as well as social media, a factor that has created
new market opportunities for such brands to expand their market (Florence, 2015, pp.25).
Neo-Toklienism is strongly relevant to the brand’s customer, since the Reiss target customers are mainly stylish youths, who are beginning to be influenced by
the latest trends, in terms of what is popular at a given time and period (LSN, 2015, pp.13). Though the Neo-Toklienism trend is periodic, it has created an atmosphere
where fashion designers have to begin listening to what customers want to a certain extent. To a large extent, in Neo-Toklienism trend, fantasy is the trend setter,
and this rhymes with the current Reiss customers, since fair-tale is clearly what younger audiences want.
As a trend setter, Neo-Toklienism will be significantly impactful to Reiss brands. Being a trend that creates fashion inspiration through cultures, with time
Neo-Toklienism trend will completely shift Reiss target market by creating opportunities for expansion (Florence, 2015, pp.29). The moment fashion will begin to be
inspired by culture, then other target groups such as the adults will begin accepting Reiss genres, a factor that will allow Reiss an ample opportunity to expand its
target to these new emergent groups (LSN, 2015, pp.18). With such an opportunity, Reiss brand will have an opportunity to significantly grow as well as develop in the
future.
From the above example, it is evident that Neo-Tolkienism is progressively becoming gradually significant since it is beginning to affect fashion industry
across the board (LEBryan, 2014, pp.39). This market trend, is not only affecting the lower brands, but also luxurious brands such as Reiss with its ability to create
new avenues as well as new markets, which these brands can tap to enhance their future growth.
Section 3
Wayward Whimsy design
Wayward Whimsy is a design trend that advocates for a packaging design that is totally channeled in a flamboyant as well as non-conformist Neo-Kitsch mood
(Bass & Beckwith, 2011, pp.61). It is later combined with wayward graphics as well as kaleidoscopic patterns in order to enhance the creation of an aesthetic that is
amusing as well as anarchic (Bass & Beckwith, 2011, pp.62). This design will appeal to the brand target customer, since they are largely looking for weekend wear
trends that are flamboyant as well as luxurious (Reiss, 2015, pp.18). This design trend will be a good one for winter 2016/2017 since it allows the young people aged
between 20 to 35 years to have an opportunity to have different outfits that create an aesthetic atmosphere during their holidays.

Fashion trend mood board for Wayward Whimsy

Conclusion
Fashion trend is a changing phenomenon which calls for all brands, irrespective of whether they are high end or not to keep up with the continuous market
changes across the globe. For instance, despite the fact that Reiss is the leading fashion brand, it is significantly being affected by upcoming factors such as the
emergence of new market trends as well as design trends. So, this implies that all brands across the design industry ought to be modified as well as changed to suit
the changing customers’ need and interest. Reiss stands to extremely gain from the current changes in trends, since such changes are progressively opening the fashion
market to new groups, such as the older generation.
Bibliography
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Blokland, T 2006, Dress code: Interior design for fashion shops. Amsterdam, Netherlands: Frame Publishers.
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