DAVID NIEPER THE CRUISE COLLECTION
CONTENTS
45
6 -7
8 -9
12 13 10 11
CONSUMER
“The cult of youth is fading, replaced by a culture of agelessness, where people’s interests and activities needn’t change just because they were born on a certain date.” - LS: N Global Today’s definition of beauty cannot be defined by age. The 50+ aged consumer no longer considers their age moreover their mind-set and attitude; both of which have become ageless. LS:N Global have categorised this generation as ‘Flat-Agers’ which celebrates the over 50’s and the beauty of ageing. They are no longer considered old but instead focus on a shift towards health and longevity. This generation are the sought after consumer with their timeless style and demand for high quality. Flat Age consumers want to spend on the pleasures in life therefore marketers must be inclusive of all ages and should understand the youthfulness of the ‘flat-agers’ generation. Described as having a lot in common with millennials brands must recognise this consumer and ensure they are appealing to all ages.
‘You can’t define people by age anymore as consumers. It’s about mind-set and common values. It’s become tribal. Brands that succeed will be ones that embrace a generation-less approach’ - LS: N Global
COLLECTION
The collection has been selected to reflect the ‘flatage’ consumers timeless style with contemporary design and a sophisticated colour pallet. A simple, minamalistic style makes for a timeless wardrobe with essential pieces. This collection embrasses the eternal style of a flat-age woman that likes to look and feel good. The demand for high quality garments with elegant design is exactly what this 50+ consumer is looking to wear.
BRANDING AND PACKAGING
The logo has been created to encompass the effortless sophistication and minamalistic style used to describe the consumer and collection. The sleek design with a sophiticated font communicates the timeless beauty that is the flat-age woman. Nothing too extravagent but branding that conveys quality is exaclty what will entice the consumer. The company website must ensure that all interface is clear and easy to use with navigation links being accessible to the visitor. This can be done by maintaining a clear and structured layout with minimal links so not to confuse the user. Taking a visual approach with the interface and using distinct links to navigate the site will aid customers through their online journey.
PHOTOSHOOT
For the brand photoshoot models will interact with a beach scene location to promote their cruise wear collection. This will communicate the free spirit and ageless beauty that is the flat age woman. The photoshoot will convey the lifestyle of a flat age woman, she who wants to experience travelling; a free spirit pleasure seeker.
PROMOTIONAL STRATEGY
I propose that for a promotional strategy through David Nieper that the company invests into creating a Facebook App. Studies state that Females aged 49-67 years old use Facebook at the same rate as Millennial’s at 90%. The app would allow the user to check into locations across the world with the use of geo-mapping images. Once uploaded the app will follow them along their trip. The idea is based around a scrap book journey of the consumers adventures and travels. As the customer moves from one location onto the next they can tag themselves wherever they are in the world. this will then keep track and keep a visual map alongside a series of images that were taken at each stop. Flat Agers are keener on technology and they know how to use it. This is why I feel the use of technology for the consumer to track their journey, upload their favourite photos and share stories with their friends and family while away would be successful strategy gaining interest and engagement with the brand.