Mattahorn

Benjamin Russell

Senior Associate, Wright Pratt & P.I. Locke

97 Wellesley St

Wellington

Thursday 18th April

Mr Edward Heathcote

CEO, Shackleton Yarns

RD341

Mataura

Southland

Dear Mr Heathcote

Enclosed you will find a report for regarding brand identity and communication plan for MattaHorn clothing, included in the report is a graphic artist’s brief for a design alternative.

Mattahorn will introduce a a line of very high quality woolen jumpers into various department stores on August 1st. These jumpers are designed to given the wealthy businessperson the feeling that they are rugged individuals as well as portray that image to their friends. The jumpers are made with 100% New Zealand wool and are similar to that of Swanndri but are made in a way that can be respected in an urban environment.

Should you require any further information, please do not hesitate to contact me. I am excited to discuss this further with you in the near future.

Yours Faithfully,

Benjamin Russell

Brand Identity and Communications Plan

Benjamin Russell

5204460

MART 202

Assignment One

Nikki Lloyd - Tuesday 10am

April 17th 2013

Executive Summary

This report was created for the brand identity and communications plan of creating a new clothing line MattaHorn. The objective is to revive the Fair-Isle sweater. Using complex-knitting patterns traditionally produced that. These patterns, coupled with tight knitting and a greasy yarn that allowed the stitches to be pulled far tighter than normal produced a heavy waterproof garment considered being a woolen jumper. (R) Its main competitors are that of Swanndri and Kathmandu, the product is aimed at the high socio-economic that are aged 40+. It is design to give individuals who live in urban areas the feeling of being rugged with out actually experiencing it.

The 100% New Zealand wool is of an extremely high quality and is farmed on various high country stations running along the Southern Alps from...