david nieper cruisewear promotional strategy proposal
alice daisy woods nottingham trent university
CONTENTS
four
context + flat agers
six
packaging + rebranding
ten
photoshoot moodboard
eight collection design
twelve promotion proposal
context
flat age society “Mature consumers form a worldwide market segment that spent $8 trillion in 2010 and will be spending $15 trillion annually by the end of this decade – and as the group gets bigger and with longer, healthier lives, their importance to businesses can only intensify.” -AT Kearney
Consequently, marke embracing it. TK Maxx demonstrated the cele ‘secret to eternal you
The average lifespan of a human has significantly increased. We no longer hit ‘irrelevancy’ once we hit 60. An ageless society is becoming increasingly prevalent. The ageless consumer wants to be engaged and connected with the surrounding world. “Baby Boomers expect no less
have redefined every life stage. We of them as they approach their later
y
eting ideologies have shifted from fighting age to x, The Row and YSL ‘Forever’ skincare range have all ebration of maturity. It is no longer about the unattainable uth’, but more about acceptance, vibrancy and spirit.
should years.” -WGSN
authentic
With packaging, a hand-made, authentic and honest feel should be implemented, as a physical manifestation of David Nieper’s stance on sustainable manufacturing in the UK. Personalisation should also be implemented here, such as including handwritten notes or ‘postcards’ to reflect the theme of a cruise collection. This in turn could improve customer’s perception of the brand, making them feel appreciated as an individual.
experiential
Unboxing is now a
phenomenon unto itself” When conducting brand research, it was evident a strong focus on local manufacturing was integral to the company’s ethos. This can be translated into packaging, by using string to secure boxes shut. This in turn could make the process of receiving a delivery almost act as if the consumer is receiving a present, and makes the unwrapping process more exciting and experiential.
honest
effortless
pac
D.N
D A V I D NIEPER
Made in UK
OF E NG LAN D
Serif fonts visually represent the notion of heritage and luxury, which the brand reflects. Although the flat age consumer appreciates modernity, it perhaps wouldn’t suit David Nieper’s values, therefore I have decided to work within the realms of Serif fonts.
engl a n d
catalogue
Continuing on the theme of heritage, the David Nieper logo could reflect this more literally, by including ‘Made in UK’, ‘Of England’ or simply ‘England’ to highlight the authenticity and history of the brand.
logo suggestions
D.N
The idea of a catalogue is perhpas outdated, however could still be a main source of business for David Nieper. To update this, perhaps a lookbook or zine could be sent out quarterly to customers. A focus on editorial layouts should be used to heighten the sense of sophistication. Zines could also be used as supplements in newspapers, to increase the potential reach.
Large images should be used to ensure visuals are the main component in the lookbook. As David Nieper is an online brand, communication with consumers is key, and should be consistent and act as a unique selling point.
ckaging and rebranding
The collection
by clarice lowe
simplicity
photoshoot ideas
Abandoning the typical ideas surrounding a cruise collection, the photoshoot takes inspiration from Icelandic landscapes, cleanliness and invigoration. The simplicity of the colours allow for the detail and quality of the clothes to become the main focus, with landscape complimenting the garments. Alternatively, more of an experiential feel could be implemented to generate ideas of experience, worldliness, culture and knowledge. Historic monuments act as a backdrop, evoking feelings of travel and experience. The consumer should feel inspired and empowered by the imagery and identify with the model.
cleanline
invigoration
ess
experience
traveller
The Flat online
Age than
Society are more preconceptions
active allow.
“Many Boomers have a desire to stay involved and connected; they’re not going to give in to the dictates of age and accept the older model. They’re going to find ways to stay socially, intellectually and physically active.” -WGSN website
homepage
mock
up
Facebook should continue to be a part of David Nieper’s promotional strategy, however incentives should be used to gain more interaction and likes on the page, such as competitions. Conversations with the consumer and online interactivity with potential customers is key for the brand to thrive, as the brand’s presence exists mainly in the online vertical.
Enhancing online experience is critical. Flat agers value quality highly, therefore more images of the product should be included to give consumers a more in depth look at the fabric and cut of clothing.
promotional strateg
gy
W e b s i t e _ r e d s i g n - clearer imagery, focus on quality and design - simplistic site design for ease of navigation - sophistication and ease is a key factor