WEBSITE BOOKLET 1
Initial Consideration (Before)
Renaissance G entleman’s Website
Consumers will hear about the brand from social media, current menswear blogs and magazines which then get people talking so they can make 1st impressions about the brands values and whether they appeal to them.
Persuasion of Brand (Before)
TRIGGER Consumer decides they want to be part of brands values so is loyal to brand by purchasing in future.
Loyalty Loop
Evaluation of Product (After)
Consumers will see adverts and look book, so they can form more of an opinion towards the brands image and style. Consumer will then compare this to other underwear brands and consider price, convenience etc.
Consumer Makes Purchase (During)
Consumer trials garment to determine whether the product matches the brands values. Consumer then decides to follow brand on social media and is encouraged to tell friends etc.
Consumers decides this brands styles are more suited to their desires and within their price range so puchases underwear.
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One of Renaissance Gentleman’s main selling points will be their website. This will feature articles, tips and blog entries all based aroung the lifestyle the brand is trying to convey. This website has been created using the recommendations from primary and secondary research, which are all discussed in the ‘creative concept’ stage. This website has used the best possible methods to engage with the young male consumer and create a community around the brand. It is styled in accordance with the brands aesthetic and style and portrays the brands essence well. All the mock ups used in this booklet have been created by Abigail McEwan. This website will be used in the ‘Initial Consideration’ and ‘Persuasion’ part of the consumer profile. It is when the consumer will decide whether the brand’s essence, values and aesthetic reflect their consumer identity and lifestyle they aspire to have.
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Pages 10-13
Pages 14-15
Pages
This page gives consumers the chance to engage in the community. They are able to post their own articles, tips and
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experiences that they feel other gentlemen may wish to know.
Pages 8-9
Pages 18-19
Pages 6-7
STRATEGY Pages 20-21
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HOME
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The home page will consist of the most recent articles and ranges; it duplicates information from the other pages. It is perfect for consumers to be able to quickly get up and reference, rather than have to check every page. On this page there will also be the option to subscribe to be a Renaissance Gentleman, where you will receive the brand magazine twice a year and email updates about the brand. Instagram will also be promoted on the home page, showing the 4 most recent posts. This shows the consumers a preview of these pictures without having to post the same, eliminating boring the consumers who follow the brand on every site. This should also entice consumers who only view the brand on the website, as you cannot click to view the instagram pictures unless you’re on Instagram, meaning they will have to follow the brand on Instagram.
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OUR STORY
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This page will describe the brand in full. Including all the main aspects from the brand onion that were shown in my report. This section will have a descriptive paragraph about the brand essence, priorities and the typical consumer referred to as ‘The Renaissance Gentleman’. When clicking on the story page, the ‘our story’ tab will become highlighted and the page will look like the image on the left.
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THE PRODUCT
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This brand will sell several different ranges, so when these ranges are brought out they will all be added to ‘The Product’ section. These mock ups represent what will happen when they are released. They will all be added to a drop down menu. When you are on another page you can hover over the product tab and select which range you would like to view. That range will then be highlighted and you will be directed straight to that page, as the picture below demonstrates.
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THE PRODUCT
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On the traveller page there will be a brief description about the range. This will have a few similar quotes to the magazine, so the consumer is able to feel the aesthetic of the brand but not so much that they don’t want the magazine. Consumers will be able to see the styles and purchase on this page. Although this is where the ranges are sold, it will still act like a preview to the aesthetic and lifestyle of the range, enticing consumers to the magazine. Each product range page will have a brief description, a photo of the different styles, the chance to purchase the range and a few pictures from the photoshoot demonstrating the lifestyle.
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GENTLEMAN TIPS
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The Renaissance Gentleman stays within the storyline of ‘how to be the Renaissance Gentleman’, as discussed in my report. This story is used to engage the consumer and give the brand more depth and meaning, rather than just being the usual underwear brand. The ‘Gentleman Tips’ page is designed to convey the story. As the main consumer for the brand is either a young student or young professional embarking on his new professional career, he may not yet know the little tips that will help him through the next stage in his life. This will page will be updated with general tips and trends about the gentleman lifestyle, such as fashionable hairstyles that suit a stylish and classical young gentleman, tips on different tie styles etc. This page will give the Renaissance Gentleman everything he needs to know about being classical, smart and stylish. These articles will be shown in date order on the page, so consumers don’t have to scroll to find new articles. The new articles will be at the top. There will be a brief description about the article and why it’s important, with the option to ‘Read More’. As the image on the left demonstrates.
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JOURNAL
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The Journal will work as the brands personal blog. It will post interesting articles or news updates from other sites. If there is something recent that is posted online, that may be of use to the consumer, or that fits into the lifestyle Renaissance Gentleman is trying to convey, it will be posted here. This saves consumers having to look elsewhere for articles, they are able to just go onto this website rather than multiple sites. This will keep the consumer updated about any other brands, activities or anything else that may be of interest, so they are always in the know. This section conveys the lifestyle Renaissance Gentleman is trying to promote, acting like a newspaper but instead of news, showing young and alternative articles perfect for the young stylish consumer.
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C ON TAC T
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The contact page will give consumers the chance to contact the brand directly. They will be able to send any enquires, concerns or recommendations to the brand by filling out the quick form. This page will also feature the brands Instagram and subscribe option, just in case they missed it on the home page and would rather engage with the brand this way.
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STRATEGY
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The ‘Product’ pages will be updated with ranges. Ranges are being released twice a year, to coincide with London Men’s Fashion Week. The ‘Journal’ page will be updated frequently, whenever relevant articles are found. This will be every one or two days, depending on the latest news. The ‘Gentleman Tips’ page will be updated less than this. Ranging from weekly to monthly, depending on current trends and tips. Consumers will be made aware of these updates from the home page. They will also receive an email once a week about fresh articles on the site with a link that will take them straight there.
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