#1 Retaining current brand positioning and identity but altering communication mix

Currently Hang Ten positions itself amongst the casual apparel retailers as trendy, simple and comfortable apparel for young adults.  We feel that Hang Ten’s current brand positioning and identity is appropriate in addressing consumer trends and innovation.  However, the key problem lies in the fact that Hang Ten has been unsuccessful in reaching out to their target segment, which is made up of young adults, and educating them about Hang Ten’s brand identity.

Hang Ten, at present, only communicates with consumers through posters at store fronts such as these.

These posters and models do not engage young adults nor educate consumers about Hang Ten's brand identity, showing weak and unclear efforts of communication. Another important factor is that these posters are the only form of communication Hang Ten has with consumers.


Hence, there is a lack of communication and thus, we can understand why an inaccurate and negative perception of Hang Ten’s brand has developed amongst their target consumers, where many identify with Hang Ten as an ‘aunty brand’ (because of their cheap clothes) or are unaware of what Hang Ten even represents.


Therefore, there is a need to align consumers’ current brand image with Hang Ten’s brand identity and this can be done by altering Hang Ten’s current communication mix to be one that is more consistent, effective and targeted at young adults.


Suggested Methods of Communication

It is important to identify the appropriate channels of communication which are popular and accepted by our target segment, as this would enable us to most effectively reach out to them. Through qualitative research done, we have identified that the following components of communication mix are highly effective in reaching out to our target segment and can be adopted by Hang Ten:

1) Endorsements

2) Sponsoring of events

3) Targeted advertisements through appropriate media channels

4) Utilization of social media platforms


Risk Factor: 8 out of 10 toes (least risky)

Such an alternative does not require an entire rebranding process and Hang Ten would be able to avoid drastic differences in its brand positioning and identity. Often when companies undergo a major brand revamping, consumers may not be as receptive and are skeptical about such an extreme makeover. Brands which stay true to their initial core brand are usually better accepted amongst consumers. In addition, Hang Ten does not need to "start from scratch" and can capitalize past strengths while improving current marketing mix to strengthen brand equity.