It’s funny how the off-brands always resemble the real brand in some way.  The Walgreen’s off-brand of Allegra is purple and yellow just like the Allegra brand.   This bottle is all white with a purple cap and a purple background to the title of the product.  The words resemble the Walgreen’s brand and don’t say Allegra.  Just the actual drug name, fexofenadine.

The target market of this product are Allegra users on a budget, so they will sacrifice the brand and get a cheaper version like that of Walgreen’s.  They are middle class 30-60 year olds with allergies.

This branding works for the particular product because most consumers could accidentally mistake this for the actual Allegra.  Which works because they know it’s the same as the Allegra.

I was walking by the Len store in Rosedale mall a little while ago and realized the logo was very simple as are many clothing stores.  Len sells high-end brands in their retail locations and displays an earth tone urban feel.  The logo represents the urban feel fairly well.  The store offers clothing, shoes, and accessories to both men and women.

The target market of this brand would be men and women, married who are between the ages of 25-35.  They love Minneapolis and city life.  You can see them riding their bikes with Starbucks in hand around Lake Calhoun.  They do not like Thrift Stores like their friends, they feel like they need to take a shower after they leave them, that being why they  don’t purchase anything from there!  They enjoy higher end brands and like to buy them without completely breaking their banks!  Their income is between 50-100k.

This logo works for the customer because it gives that Urban Outfitters vibe.  The font is simple and clean and does not favor men or women.  It is gender neutral.  it is different from Urban Outfitters because it is gold while UO is green.  The font is young and is easy to read as well.

While we are in the mall we went into Charlotte Russe, a women’s clothing store that tends to be usually on the cheaper side.  Working at Maurice’s, Charlotte Russe was one of our competitors.  We bought from the same designers but Charlotte Russe sold the product for a lot cheaper.  Shopping at Charlotte Russe, I ran into many different ethnicities never just one in there.

Looking at the website, the models are of all ethnicities.  So they do not specifically or intentionally target one ethnicity.  With that being said, the target customer of Charlotte Russe is a female between the ages of 13-24.  She is the typical girl who likes pink and accessories.  She is young therefore her income is lower, usually between 10-30k.  She likes fashion, but doesn’t like to break the bank.

There are two different logos here, the pink one to the right is on every bag they hand out.  The logo to the left is what is on the front of all their stores.  I believe the store logo draws in women because of its flirty feminine font.  When I think of Charlotte Russe though, I always think of the bag logo.  It is what i come home with and what I see.  If the store changed their logo to match the bag it would create a more cohesive brand recognition.  That way people are not confused.