Lucy and Yak: Brand Environment Proposals

Lucy and Yak

Lucy and Yaks point of sale is online, therefore it is difficult for them to have a clear brand environment. However, they do have a distinctive feel to the brand.

They are an independent, sustainable and ethical brand, meaning that their consumers are most likely going to be eco-conscious individuals. Lucy and Yak have a clear understanding of who their target customer is and how well they respond to sustainability. Hence, not only do they sell clothing, but also zero-waste lifestyle accessories which has become immensely popular in the last year.

This puts them in the frontier of the positive change movement in the UK.

Their brand environment is well defined by the choices they make and how they showcase themselves. They are a progressive brand that advocates positive change within the fashion industry.

Their website is simple, with very minimal colour. However, their clothing images are very colourful and cheerful, which makes for a happy online shopper experience.

What is the atmosphere of lucyandyak.com?

When you visit the Lucy and Yak website you see a very basic website. There is minimal colour and the font is either in black or grey. What makes the website stand out is the imaging. Each of the images are colourful and most of them portray happy people. On the bottom of the website they showcase their latest blog posts. Every blog post has a digital illustration attached to it, which makes the website stand out even more.

Overall, the images and illustration make the atmosphere of the website is very positive and appealing which helps in attracting potential customers.

What are the employees of Lucy and Yak like?

Lucy and Yak released a YouTube video called ‘Meet he L&Y team’ in which they gathered all of their warehouse team and asked them various questions such as “Favourite Film?”, “What did you want to be when you were younger?”, and “If you could have a farm animal as a pet what would it be?”. The employees looked young and quirky, just like the Lucy and Yak target audience, which add to the brand environment. There were no work related questions, just fun personal ones, which make the employees seem more approachable, again adding to the brand environment.

There is also a page in their website called ‘Partners in India’. This page explains the working relationship they have with their Indian garment workers. They say, “We think everyone involved in the production of Lucy & Yaks should be treated fairly”, which shows that they are a value based company. They believe that the brand should be ethically responsible, saying, “We have visited every factory in India that we use in the final garment making process of each Lucy & Yak. We know the factory owners, we have personally inspected the factories and we have met the workers on the ground”. This proves that they really do care for their garment workers. They take full responsibility on how their garment workers are treated and they are completely transparent about it, showcasing images of the workers on their website as well. They claim that they are an ethical brand and they prove it as well. This makes the brand environment positive and guilt free.

How does Lucy and Yak build connections?

Lucy and Yak involves the customer within the brand. They hold monthly illustrating competitions in which costumer are encourage to send in their artwork in return for an opportunity to appear in the ‘Thank You’ notes they send with each and every delivery.

Other competitions include customers uploading images of themselves onto social media wearing their Lucy and Yak clothing in return for a chance to appear on the official Lucy and Yak ‘feed’ and gift vouchers.

These incentives are what make the Lucy and Yak brand environment unique. They make the costumer part of the brand and give them creative opportunities that they otherwise would not have received. This helps in building a personal connection between brand and costumer.