UG Apparel Rebrands to Better Reflect their Target Customer

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UG Apparel is now working on their new image, with a new color scheme, a new logo, and a brand new website to be launched this summer.

University of Oklahoma Sooners Striped Sweater

This sweater highlights the sophisticated style that UG Apparel brings to the collegiate market.

To better target their more mature, alumni market they will use a light and airy feel and a more minimalistic approach. They are hoping that this will bring in customers looking to support their school’s team in style every day, not just on game day.

When Nesha Sanghavi started University Girls Apparel in 2011, she started with a sexy junior’s line, targeting young students who wanted to look flirty on game day. Over time, the brand has shifted their target demographic to an older alumni customer and is now finding the time to rebrand their business to reflect their new demographic target.

After launching the first line, Sanghavi listened to her customers to change directions. She realized that the junior’s market, with tighter, straighter cuts, was very saturated in the collegiate bookstores. Missing was a line targeted towards spirited alumni, who desire a chic silhouette and subdued graphics in sizes that flatter an older, more mature customer, so Sanghavi changed her brand to be missy and plus sizes. She developed her own size chart to best reflect the sizes of the average American woman, designing cuts to flatter while also being on trend. Her website and branding, however, stayed very youthful with bold fonts and a pink color scheme.

UG Apparel is now working on their new image, with a new color scheme, a new logo, and a brand new website to be launched this summer. To better target their more mature, alumni market they will use a light and airy feel and a more minimalistic approach. They are hoping that this will bring in customers looking to support their school’s team in style every day, not just on game day.

To find out more about the women’s collegiate clothing brand, visit their website at http://www.UGapparel.com

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Nesha Sanghavi
@UGapparel
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