Carpe diem. Preferably in stilettos.

- Emerson Fry, 2012

By Emilie Hood

Pg 1 - Our Journey
Pg 2 - Our Vision
Pg 3 - Our Position
Pg 5 - Our Values
Pg 7 - Sustainability and Ethics
Pg 9 - Our Signature
Pg 11 - Our Voice
Pg 13- Our Products
Pg 15 - Our Consumer
Pg 17 - Our Communication
Pg 19 - Our Location
Pg 21 - Our Future

Pg 1

Emerson Fry is an American based brand dedicated

to creating beautiful fashion sustainably.
Emerson Fry believes in the beauty of the individual and our mission
to create pieces to highlight this. We take inspiration from a range of
cultural and natural influences and create simple, modern designs
to let the quality of the garments and materials speak for themselves.
We strive to find balance in our design; a balance between serious
and playful, volume and tailored, raw and refined.

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Emerson Fry is an exclusive luxury brand that create simple, timeless

pieces.
Our competitors are seen in the graph below. Although these brands are similar in terms of
cost and some of the designs bear similarities, Emerson Fry has the unique selling point of
being sustainable and therefore holds more appeal for many consumers in comparison to
our rivals. The areas in which we could expand have also been highlighted and are used to
give conssesion and buyers and idea of what they can expect from the brand in the future.
More detail about our future plans for expansion can be seen in Brand platform on page.

Pg 4

Our brand prides itself on the sustainability and ethical responsibility of the
products right through the supply chain.
One of the main selling points of Emerson Fry aside from great designs is
that we are sustainable, and, environmentally and ethically friendly. We are a
small independent company. We are guided by conscious design, constant
improvement, and we aim to surround ourselves with people who spread
happiness and greater good. Our line is produced domestically, alongside
smaller capsule collections using heritage techniques from carefully
selected spots around the world. Our goal is to create jobs and support
social, cultural and environmental shifts.
We have a strong belief in the importance of family and community and we
aim to create opportunities for people which reflect that. We believe that all
areas of our brand from production to marketing should adopt the friendly,
enthusiastic and conscious character that Emerson Fry and the brand she
has created.

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Pg 7

Fig. 1

Fig. 2

At Emerson Fry continuity in the way our brand is perceived is an

essential contributor to our success. We carefully monitor the
maintenance of the brand.
The two logos (fig.1 and fig.2) seen above are the only acceptable
variations of the Emerson Fry logo. It is important for this guidline to be upheld
as the simplicity of it is synonomous with the designs. The logo should be consistent on all tags, marketing and merchandising, and the size and placement
may vary depending on where it is used.
The Pantone colour palette outlines the basic colours featured in most collections. There will be other colours featured depending on the
collection, however these set the standards and should be used in
areas of the brand which dont change depending on season, for
example shop interiors.
The font is very important to the Emerson Fry Brand. The typeface must be simple and rounded. You must use the capitalised Neoteric font on fontspace for
headings and Kalinga regular on Indesign for body text.
Emerson Frys social media always has aspects of the natural world included,
for example pictures of plants and scenery which helps to reinforce the brands
focus on nature and sustainablity. The types of images will change again depending on the season. For example beaches and green plants during Spring/
Summer and darker images like wood and mountains during Autumn/ Winter.

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Pg 11

The Emerson Fry webpage is the main

way in which we commmunicate with the
consumer. All updates on the collections
are posted here first. The exclusivity is also
most prominent here are we shut the
webpage for a month at the end of each
season to create a hype around the next
collection and promote sales as people
are more eager to buy when they know
they have a time frame of availability.
Official Webpage:
http://www.emersonfry.com/
Emerson Fry has a Tumblr page. This is
very important to get a visual
representation of the brand and helps
the consumer get a better
understanding what the brand is about.
It is regularly updated with information
and teasers of new collections to create
a hype around the brand.
Tumblr:
http://emersonfry.tumblr.com/
Emerson Fry is present on Instagram
and like Tumblr is very important for
reinforcing the brands image. The
images used on each of these visual
communication platforms are different
and they are tailored to the type of
consumer using each platform. We have
13.8K followers and 294 uploads.
Instagram:
https://www.instagram.com/emerson_
fry/
Emerson Fry has a pinterest account
which features Emerson Fry products,
influences, personal photos (Pedro and
Emerson etc). This provides an
interactive platform fro Emerson Fry
consumers.It has 2.4K followers and 1K
pins.
Pinterest:
https://uk.pinterest.com/emersonfry/

Due to the nature of Emerson Fry it is important to

uphold continuity with the brands voice across all
media platforms.
When we communicate with the consumer
through social media we try to make is seem like
Emerson is talking to them to convey the personal,
friendly image of the brand
The fact the brand has grown exponentially within
recent years coupled with personal responsibilities,
Emerson is unable to monitor social media alone
anymore and so her team need to comply with the
tone outlined here.
We believe it is vital to continue the feel she brings
to the brands literature as it made the consumer
feel like she is a friend. We sign off all posts on social media with - Love E x. We believe this is important as it helps the consumer feel like they are
interacting with Emerson personally and therefore
gives the brand a special feel, promoting brand
loyalty.

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Pg 15

The design of the products is vital for our brand. We strive to find balance in our design;
a balance between serious and playful, volume and tailored, raw and refined.
We specialise in womenswear, jewellery and accessories. The colour palette of our
products is fairly muted as we choose to focus more on the design, cut and quality
rather than anything else. Furthermore the use of natural dyes reduces the ability to use
very bright colours. The designs are often modest and sophisticated to fit the requests of
the consumer and Emersons values

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Pg 17

Our consumer typical is women aged between 20 and 40. Theyre fashion conscious women
who are concerned with the sustainability of our planet. Due to the exclusivity of our brand, it
is highly likely that they will have a career in or an active interest in fashion. They will have an
above average desposible income to be able to afford some of our more expensive products.
Many of our consumers feature our products in blogs which generates interest among our
target demographic.

Emerson Fry only has one store located at 4 Cutts

St #3, Portsmouth, NH 03801,
United States.
The fact that we only have one store means that the
brand retains its exclusivity and people have to go out of
their way to purchase our products as even the
online store is only active for certain months of the year.
Furthermore, it reduces energy consumption and cost
because we do not have so much space to heat and
light meaning that the company is as environmentally
friendly as it can be. Products can be purchased online
and shipped anywhere around the world. We are also
planning to move into the concession market as another
means of communicating with our consumer.

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Pg 21

The future of Emerson Fry looks very bright. Our brand is

constantly recieveing more attention from the media and sales
figures are rising year on year. It is our aim to expand and
continue to provide high quality, sustainable clothing to more
people. We plan on expanding connections with producers so
that we can create a wider range of designs while providing a
support network and income for those most in need. It is very
important for us to grow sustainably and to stay true to our
ethos.
Autumn/Winter 16 is being designed and prototyped from July
and is set to feature plently of warm neutral tones for example
camel and khaki. Pencil trousers, shirts and tailored coats will
be a must have.
There will also be a big push on bags which feature in the
collection for the first time in the Autumn/Winter 2016 range.

In support of the Emerson Fry ethos, this brand book has been produced
using 100% recycled paper

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