Fragrance Launch Proposal by alicedaisywoods

ALICE WOODS // N0448125 module // Creative Networks Module Leader //Si Beales Ref Number // FASH10106

# brand launch +++++promotion

alice woods // n0448125 module // Creative Networks Module Leader //Si Beales Ref Number // FASH10106

INTRODUCTION 004-005

LAUNCH EVENT Concept // 08-09 Advertising the event // 010-013 Locations // 014-015 Expertise + Organisations // 015 Celebrity // 016 Leverage across media // 017

PUBLIC RELATIONS Strategy // 021 Retained Agencies // 022

DIGITAL Strategy // 025 Advertising // 026 Social Media // 027-028 Mobile // 029

CONCLUSION 030

WORKS CITED 031

BIBLIOGRAPHY 032-033

image references 034

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When creating our fragrance concept, we knew we wanted it to be immersed in the digital world, to coincide with our digitally connected consumer. Looking at trend forecasting websites such as WGSN and Mintel, as well as conducting our own primary research, we were able to identify a gap in the fragrance market for a niche men’s fragrance. We then focused on concept and saw trends emerging for the use of the popular social medium; blogs, an unfinished, progressive reflection of someone’s identity. We then ran with this idea and used secondary sources such as the LS:N Global trend briefing talk to reaffirm this concept. Thus, our fragrance titled ‘In Progress’ was born. ‘In Progress’ aims to cater for the twenty-something year old man who is just as interested as he is interesting, using a digital aesthetic as a reflection of today’s younger generation’s relationship with technology. Linking this idea to fragrance really highlights the fusion of technology and human, as artist Nick Gentry said; “when does the human form end and technology begin?” (1883 Magazine 2012, p.-2).

To coincide with this idea of both human and digital progression, it is a must that a creative advertising campaign strategy and innovative promotional methods must be implemented to heighten the success of the brand. In terms of scent, we noticed a growing trend for the material Iso E Super, which was reaffirmed by our London research trip and the success of Molecule 01. My team and I liked the idea of bringing out the wearer’s natural scent, as it felt really personable and true to our brand values, and decided to use it as the main component of our base fragrance. To sustain the success of the product, we came up with the concept of releasing limited edition fragrances, which the consumer can mix with the base fragrance to create his own eclectic scent. The limited edition fragrances will be related to different verticals, for example music, literature, art etcetera, and will be connected with the cultural calendar. This opens up a world of opportunity for further launches and sustained interest in the product. Limited editions alsohave the ability to create

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desirability, “for many consumers it can be an attractive proposition to know that only a restricted number of people will have the same item” (Marketing Fashion, Posner H., p.175) This strategy will hopefully be a key method in sustaining interest in the brand for the foreseeable future. Throughout this report, I will mainly focus on launch event and digital strategy, looking closely at innovative advertising and promotional tools, which I can apply to the brand to create an interesting and unique marketing strategy. I will also be looking at how I can utilise public relations to heighten the success of the product when launching in an already overcrowded market. ““The oversaturated fragrance industry requires daring” - Mandeep Malik, DeGroote School of Business marketing professor.” (Toronto Star, 2012) and daring, is what I will try to achieve.

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To launch the fragrance, I want to aim to create an experience for attendees, to parallel the idea of the target primary consumer collecting life experiences. I intend to focus on the vertical of music, as I feel it has the most power and feel it has the most weight to it in terms of creating hype and introducing celebrity endorsement. Traditionally, launch events usually act as previews for the press and/or industry experts. However, as ‘In Progress’ is a brand that strives to attain a close relationship with their consumer, I feel it would be more appropriate to appreciate the innovators and early adopters (Rogers, 2010). To achieve this, advertising the event publicly will allow for the word to be spread quickly and demolish the idea of elitism, embracing the consumers and thus giving them a feeling of self worth and value, as they are ultimately, the most integral part of the brand’s success. The concept of the launch event for the initial products (the base fragrance and one limited edition music based scent) will be a live music event. Potential customers will be invited to

attend an intimate gig with live music from up and coming artists from three of our target consumer’s most favoured genres, according to our consumer research, such as Joey Bada$$ (hip hop), Bondax (house) and RL Grime (trap). This will not only be a chance for attendees to try the product and understand what it is about, but also allow them to gain gratification and excitement from the live music, which in turn would hopefully place the brand in a highly thought of position amongst my target market. Looking at the success and social media focus of Mercedes Benz’s #Untamed campaign, I aim to emulate something similar for the launch event, as I feel it would encourage consumers to become more involved in the event through the use of emerging social networking platforms. I also feel it would give a strong sense of consumer identity to the fragrance, bridging the gap between product and person to help create a sense of integration, as if the product is essential to their identity. As “sixty-seven per cent of Instagram users are under the age of thirty-four”

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(The Social Habit Research Group, found at businessesgrow.com), I feel that Instagram really captures the brand’s core following, thus using an Instagram based promotional tool would receive positive feedback. The #Untamed campaign encourages users to choose three of their Instagram photos which echoes their true identity, and then projects them in an art installation. Mimicking this effort, I aim to introduce the ‘#IAmInProgress’ tag on Instagram, which users can use to submit their photos to be included in a projection either on the outside or inside the venue. This idea of projection is culturally relevant, considering the “astonishing impact” (eventmagazine.co.uk, 2013) of Kanye West’s recent album promotional campaign. It is also coherent with our advertising campaign, in which we used projections to project social media feeds onto our models.

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In our presentations we already touched upon advertising the product, but I want to explore how to advertise the launch in the brand’s house style of technology and hacking. The most intriguing way to do this would be through guerrilla marketing techniques, such as a series of images with the event information on, starting off with the text completely unreadable, and then becoming less distorted over a period of four weeks. (Fig 1,2,3) The fourth week will see the information being displayed clearly. (Fig 4) Whilst conducting my research, I couldn’t find any brands or companies that had used this strategy before, which made me really want to carry forth with this idea as it ensures ‘In Progress’ is a pioneer, and gives that innovative edge which sets the brand apart from the mainstream market. The placement of these advertisements would predominantly be online at first, partnering up with websites such as Hypebeast, Complex Style and High Snobiety, to ensure our primary target consumer is reached first, creating pop up advertisements that mirrors the look of having your computer hacked (Fig 5).

I am also keen to use Snapchat as a method of invitation, promoting the use of this new media platform via the brand’s Twitter, Facebook, Instagram and Tumblr, that hopefully already has a fairly strong following. This idea is reaffirmed this quote from Taco Bell’s director of social and digital marketing (the chain is one of the first companies to use Snapchat as a marketing tool) “sharing that story on Snapchat is a fun way to connect with the fans... It’s all about treating them like personal friends and not consumers.” (Lieberman T. mashable.com). This ethos is exactly what I want to adopt and apply to my own brand. Using the same images cited, the images would be sent to users every week, emulating that feeling of the brand acting as a friend, increasing connectivity and creating a sense of humanisation for ‘In Progress’. I will then bring the advertisements to reality, connecting both the online world and real world together, almost creating a feeling of uneasiness, bombarding our consumers with the message, giving them the dystopian feeling of technology

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FIG 1: stage one of advert

FIG 2: stage two of advert

FIG 3: stage three of advert

FIG 4: stage four of advert

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almost taking over, reminiscent of the film ‘A Space Odyssey’ (1968). Advertising through select tube station escalators in London (Fig 5), in areas such as Camden, Shoreditch, Soho and Brixton, which were favoured destinations according to our consumer profiling research, would allow the brand to tap into the daily lives of our consumer’s effectively, again bringing forth the idea of technology and reality fusing together. However, to maintain consumer intrigue, I feel it would be a good idea to keep the advertisement short, perhaps flashing in between longer adverts. This effect almost resembles subliminal messaging, although perhaps a more watered down version to avoid moral and ethical issues. “Researchers found that briefly displaying words and images so quickly that people do not even consciously notice, does nevertheless change their thinking.” (thetelegraph.co.uk/science, 2009)

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Fig 5 - Underground advert mock up

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For the launch event, I researched a range of music venues that I felt would best fit the brand and would match the tone I want to set. After narrowing my search down to London, I then looked at clubs and music venues with a fairly niche following, to coincide with my brand’s niche market positioning. Looking firstly into the Shoreditch area, I sourced a venue named ‘The Old Blue Last’. The venue is in association with Vice, which would increase the credibility of the launch event by borrowing integrity and a desired sense of cool from an established company in another vertical. Partnering up and borrowing brand equity from Vice could potentially give ‘In Progress’ a platform for media exposure, and perhaps increase public awareness of the brand. However, in terms of aesthetics, the venue itself doesn’t particularly look interesting or cool, which I feel wouldn’t look as impressive nor fit with the image I am trying to project for the brand. Plan B on Brixton Road seemed to be in an area of choice (as discussed above), as well as being, “one of the most talked about venues in London” (theguardian.co.uk/travel 2011). The

industrial interior is juxtaposed with neon strip lighting, adopting a warehouse rave style interior; something that I feel would appeal to the intended primary consumer. It has also played host to some of the best up and coming new talent in the UK, which again would give ‘In Progress’ that feel of being one step ahead of the game; an innovator. I also feel that the location is almost ‘off the beaten track’, which again highlights the idea of being in the know, perfectly encapsulating the brand values, essence and core consumer perfectly. In conjunction to this, to follow on from the initial launch, a second launch will occur eight months after the original launch, introducing a new mixer fragrance based around the concept of modern art. This will not only sustain interest in the product, but will also bring to life the idea of allowing consumers to ‘collect experiences’. For this event location, I have looked at a range of both small and larger art galleries in the London area. After feeling that more established and well known galleries such as Tate Modern

015 and Saatchi Gallery would perhaps not reflect the niche, small following of my brand, I decided to look at smaller, independent galleries, such as White Cube and Calvert 22 in Shoreditch. Looking at the aesthetics and current and future exhibitions, I feel Calvert 22 would be the most interesting to use for a future launch, as its minimal aesthetic and location are ideal for our consumer.

To coincide with my idea of projection, I have researched into projection advertising companies, to ensure that the end product looks professional and works effectively. Sourcing out the company behind the

Kanye West projections, Projection Advertising, I looked at their back catalogue of work for reassurance that they would work well with the concept presented to them.

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The aim of celebrity endorsement is that the cachet and sparkle of the celebrity personality will become directly associated with the brand and reinforce the brands image and position in the market place //Harriet Posner in Marketing Fashion, p.161-162

As ‘In Progress’ is a niche brand, I am cautious about not letting celebrity endorsement become the main focus of the fragrance, as it could lead to the brand becoming more mainstream, therefore “the right choice of celebrity is crucial” (Marketing Fashion, Posner. H p.162). Although the launch event is essentially propelled by the appearance of the three selected music artists previously mentioned, it is key to ensure that they are

not the main focus of the event, to maintain the niche reputation and positioning of the brand. Therefore, I am keen to make sure that the celebrities invited are not high profile celebrities, but perhaps lesser-known, more respected individuals who will add a sense of integrity to ‘In Progress’. Editors, male fashion bloggers and journalists will be carefully considered, to emphasise the place ‘In Progress’ should have within fashion and technology.

As we enter the second decade of this new millennium, the cult of celebrity seems as rampant as never before //Pamela Church Gibson in Fashion and Celebrity Culture, p.2

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L E V E R _ A G E ACR0SS \\\\MEDI A

The online platform will be the main focus of media leverage for ‘In Progress’, to go hand in hand with the concept and the evolving idea of the increased importance of technology. As previously discussed, social media platforms such as Instagram and Snapchat will play a large role in giving the brand more leverage, especially on the mobile platform, which I feel is integral to the consumer’s lives according to our primary research and focus groups, as it stimulates the idea of constant updates and being in touch with technology wherever you are. Both apps are very accessible, instantaneous and simple to use, which will work in favour when promoting the brand and launch event. Whilst the event is occurring, Vine will be a useful way of showing the online community what ‘In Progress’ is about, which will again increase awareness of the brand. I will also approach male bloggers such as Anthony Urbano from closetfreaksblog.com, Chris Gill from menswearstyle.co.uk, Rembrandt Duran from adeenmagazine.com and Ian Connor from ianconnorsrevenge.tumblr.com to cement the ‘cool’ status and image ‘In Progress’ is trying to achieve as well as hopefully gaining coverage in the blogosphere.

This will not only give the brand a heightened sense of presence online, but hopefully attract more consumers as “Nielsen Media Research found that seventy per cent of respondents trusted consumer opinions posted online” (Harriet Posner, Marketing Fashion p.167) which could ultimately give ‘In Progress’ more status, and therefore potentially more people would become interest and intrigued by the unique product and concept. I also aim to engage in other forms of media, such as print. To encourage this, I will invite writers for niche magazines such as Warren Beckett (Grooming Editor at Notion), Jop Van Bennekom (Editor in Chief at Fantastic Man), David Hellqvist (Writer at Hypebeast) and Tim Noakes (Editor in Chief at Dazed and Confused), as well as representatives from Wired magazine to ensure that the brand and concept is covered by a large spectrum of magazines. I have chosen these publications as I feel that these select few truly reflect the niche product and therefore niche consumer. Networking and liaising with these publications is vital, as gaining support and building relationships with key magazines will perhaps give my brand more prestige.

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In terms of PR and marketing, I feel that the brand and concept should mainly speak for itself, relying mainly on word of mouth and recommendation. Creating an online hype first, gives opportunity for consumer opinions and conversation about the product through social networking sites such as Twitter, Facebook, Blogspot and online forums, ensuring they are one of the main focuses of the brand. Relating back to the above quote, creating content

fuelled by the consumer, for the consumer is a key strategy I want to fulfill, as a reflection of the brandâ&#x20AC;&#x2122;s ethic of being an extension of identity. Looking at fellow niche fragrance brand Commodity Goods for inspiration, I aim to create an element of newness and excitement to the market, which will hopefully get people talking, and lead to features on the online platform, such as consumer/corporation blog posts and discussions.

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There is some evidence that user generated word of mouth, usually associated with Internet chat rooms or blogs, is becoming an increasingly popular medium similar to viral marketing, but the content is consumer centric //Fashion Marketing 3rd edition, p236

As ‘In Progress’ is a niche fragrance; I feel that hiring an external PR firm would perhaps not work as well as opposed to if in-house PR was used. I feel in-house PR would have a stronger insight and more passion for the brand as opposed to an agency, who would perhaps not fully understand ‘In Progress’ as much as an employee who supported the concept from the beginning. I am also wary about agencies perhaps doing too much PR and shifting ‘In Progress’ from niche to mainstream,

something which I am keen to avoid as I am adamant that the brand stays true to their values of honesty and realism.

In terms of finance, in-house PR would be a more business savvy move for a niche fragrance, as PR agency costs can be high. As a niche fragrance brand that perhaps does not generate as much profit as mainstream fragrance brands, expenses should be carefully considered when looking at PR and marketing.

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My strategy for the digital aspect of ‘In Progress’ is simple; create as much online buzz as possible. Fully immersing the brand in the digital world will be key when promoting and advertising the product. Again looking at Commodity Goods for inspiration, and the hype they have created with minimal PR, I aim to imitate a similar strategy, utilizing new media platforms and technology as the main way in which ‘In Progress’ will be marketed. Creating an online presence for the brand will be done not only through traditional social media platforms such as our own website, Twitter and Facebook, but also alternative and more visuals based social networking platforms such as Pinterest, Instagram and Tumblr (Fig 6). This will hopefully give the brand a larger scope and presence on the online world. Website partnerships with already established online publications such as High Snobiety, Complex Style and Hypebeast (mentioned previously), will allow us to gain a broader audience, and will also allow us to gain some of their brand equity, as being seen related to already established, for

ward thinking and highly thought ofwebsites will reflect well on ‘In Progress’, allowing us to also be seen to hold similar values and essence. Our own website will be key to this strategy, as it will not only be a tool for consumers to order the fragrances, but the company blog will hopefully take off in itself. Blogging about the development of the fragrance, events and advertising campaigns will feature predominantly, however to gain a bigger tribe of followers, blogging about technological developments, social and political news and fashion will also have to play a role in content, to ensure we project the image of a relatable and human company, again following on from the idea of being as interesting as we are interested. User generated content could also be something to look into, as I feel it is vital we embrace the community. Allowing users to apply for guest posts would be an idea I am keen to look into, as it again connects our brand closely with our audience, bridging the gap between corporation and consumer.

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As previously discussed in the launch event section, online advertising through websites such as Hypebeast, Complex Style and High Snobiety, will be an integral feature to the marketing campaign. The idea of hacking will be prevalent when thinking about how online advertising would work, linking back to current trends from LS:N Global and WGSN. As discussed in the advertising concept for the launch event, I aim to sustain this

idea of interesting and interactive pop ups and advertising banners, which once clicked on will take you to the â&#x20AC;&#x2DC;In Progressâ&#x20AC;&#x2122; website, which will have a similar technological aesthetic, aimed to look like HTML coding and hacking. (Fig 7) I am keen to ensure that there is fairly minimal advertising, as I feel the product should speak for itself and I am keen to retain the niche marketing position established.

Fig 6 - High Snobiety pop up ad mock up

Promotion via the Internet, either direct from a brand website, via corporate or consumer blogs or through the spread of online viral videos, must now be considered as a supplementary or alternative platform for advertising, promotion and brand building // Harriet Posner, Marketing Fashion p.166

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As previously mentioned, social media will be a key player in the digital strategy of ‘In Progress’, as it perfectly encompasses the brand’s core consumer and their online addiction. It is key to focus on this, as “social networking sites are becoming vital avenues for promotion”(Marketing Fashion, H. Posner, p.168), therefore to ensure we are at the forefront of this movement, we must be available on a large range of social media platforms. The idea of connecting on a personal level with our target consumer is a strong concept, as it allows us to become more personable and relatable.

Establishing this will allow consumers to not think of us as a faceless large corporation, but a brand with integrity and humanistic qualities. niche market competitors. The use of Tumblr, Pinterest and Instagram will be vital to the success of our product, as they not only are available on a mobile platform via apps but also allow users to connect with other users by liking, commenting and reblogging/repinning, as well as reaffirming the idea of an unfinished product, like the consumer himself. The creation of a community and interaction with consumers is a key focus here, again reinforc

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ing the idea of humanisation of thebrand and our consumer belonging to a tribe. It also allows us to por tray our aesthetic in a way which is engaging and visually stimulating. Looking at other verticals to adopt, I feel SoundCloud would be an interesting move to make, to integrate us into the music world seamlessly and would coincide with our launch event. Looking at how Opening Ceremony have used SoundCloud to create and upload their own in store mix tapes, I have decided to take influences from them, to heighten the sense of cultural awareness to ‘In

Progress’, whilst also encapsulating our consumer’s interest in music. Again that feeling of community is created. Uploading our own mixes as well as being socially active and following other SoundCloud channels will establish ‘In Progress’ as being more than just an empty fragrance brand, as well as giving us a more unique appeal and kudos from both music and fragrance followers. It also introduces the idea of our brand selling a lifestyle, by integrating into music like Opening Ceremony has done, more weight is added to the brand and gives a broader scope in terms of cultural context.

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Most social media and online platforms are readily available on smartphones as an app, which promotes the idea of being constantly updated and in the know wherever you are. Creating our own app is something I am not particularly interested in at this time, as I feel it isnâ&#x20AC;&#x2122;t necessary as the brand already has a large presence in social media platforms, which are readily

available to all as free apps. As discussed, the mobile only app Snapchat will be used as a form of social media updates delivered directly to our consumers, which not only highlights the importance of technology to our brand and consumer, but also is a fairly daring move, as this method of promotion hasnâ&#x20AC;&#x2122;t been widely explored by other brands and companies.

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To conclude, ‘In Progress’ is an eclectic brand, which strives for complete submersion into the consumer’s everyday, technology based life. I feel the launch event and digital strategy incorporate these values perfectly, whilst still maintaining a niche reputation. In the distant future, I see the brand moving on from London into other cities such as Berlin and Stockholm, and linking itself further into more verticals such as film and literature, to capture the consumer’s tastes, interests and identity.

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Fig 6: Image of London Underground escalator, Bleasdale, D (Photographer), online, Available at: http://images.hotels4u.com/eshot/images/TubeEscalator_by_DaveBleasdale_on_Flickr.jpg [accessed June 1st 2013] Fig 7: Image of ‘System Failure’ (graphic), online, Available at: http://2.bp.blogspot.com/-q0Y4pZQUWDM/TcnwJ0_jNsI/AAAAAAAAAA4/t4N-AdkYAWA/s1600/system-failure-matrix-code-wallpaper.jpg [accessed June 2nd 2013] Fig 7: Image of ‘Download Complete’ Screen (screenshot), online, Available at: http://blog.eztakes.com/wp-uploads/uploads/download-complete-ie. gif [accessed June 2nd 2013] Fig 7: Image of hacked screen (graphic), online, Available at: http:// www.judiciaryreport.com/images/hacker-green-black.gif [accessed June 2nd 2013] Fig 7: Image of High Snobiety home page (screen capture) 2nd June 2012 [own screen capture]