I N T R O D U C T I O N
C O N T E X T
T H E B I G i d e a
C R E A T I V E C O N c e p t
E x e c u t i o n
s u m m a r Y
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I N T R O D U C T I O N
With the rise in recognition of gender neutrality as an embedded part of our modern day culture, we are increasingly witnessing the acceptance of the concept within the society of 2015. Prior to recent years, genderless products were rarely seen within the mainstream markets. Contrastingly, with the rise in popularity and success of gender equality movements, the long awaited acceptance of genderless products is now becoming a part of our mainstream.
Origin has been created and is to be marketed as a genderless fragrance. The aim of the brand Origin is to cater for those of nonbinary genders therefore meaning those typically avoided by the mass markets. The fragrance industry is out-dated within it’s attempts to cater for the society of 2015. The majority of fragrance advertisements are typically heterosexual and contain an obvious suggestion that fragrance is used to attract members of the opposite sex. We realise those in our target market do not conform to this ideology; therefore we aim to market Origin as a personal fragrance rather than an attraction tool. As society shifts, the markets have to conform. Fragrance is stripping away the label of an extravagant grooming accessory and is now being metamorphosed into a feel good factor. We have represented this change within our branding and advertising by removing all connotations of a stereotypical fragrance advertisement and replacing them with components that we feel are appropriate in communicating with our target consumer.
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C O N T E X T We originally began by researching into equality campaigns. We believed HeForShe was the campaign that supported what we were aiming Origin to be a confident representation of. This being the fact that gender does not consist of two sides, but is in fact a spectrum and everyone should feel confident and safe in expressing their true identity. We believe that there is a correlation between the rise in the success of equality campaigns and the rise in popularity of genderless products. There has been a major increase regarding the acceptance of the concept of gender neutral. Contrastingly to previous years, the concept is being promoted within the fashion and beauty industry, within the modelling world and within everyday lifestyle.
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V E J A S A W 1 5
NYFW saw an overwhelming
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amount of designers promoting their genderless collections and pieces on the 2015 runway. From collection to casting, gender equality was promoted through both aspects. To increased use of trans models by both niche and mainstream labels enhances the recognition of said models. This recognition therefore pushes the concept of gender neutrality further into the fashion industry and onto the audience. A main inclination within our research that gender neutrality was becoming recognised and accepted within the mainstream was the unveiling of Agender at Selfridges (See case study).
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a g e n d e r Agender is an equality campaign taking place over three floors within the London department store of Selfridges. The campaign has introduced “infinite� gender options aiming to offer their consumer a space where they can shop irrespective of gender. Clothing is bagged up in white cases made from stiff artist canvas and unmarked white boxes house accessories. This is to stray from the overwhelming of commercial constraints. As well as supporting gender equality, body positivity is also showcased through the
axing of traditional mannequins, in order to subvert the social ideology of body type. We believe the fact that such a renowned department store is carrying the trend of gender neutral is going to have a major positive effect on equality campaigns and the acceptance of the concept by members of the mainstream. We do not doubt that this trend, flaunted by a majorly influential participant within the fashion industry, will be mimicked by high street retailers therefore gaining further popularity.
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CHILDREN MUST BE TAUGHT HOW TO THINK. NOT WHAT TO THINK. - M A R G A R E T M E A D
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Our research not only pointed towards people as consumers, but also to society in general. More recently people are choosing to raise their children as gender neutral and subverting the gender stereotypes typically pushed onto children from a young age. From our analysis we realised that the
new generation of children are having an unrestricted upbringing in comparison to previous generations. Therefore signalling the fact that as generations progress, the consumers will be marginally more accepting and supporting of equality within society and the markets. We believe that this is a contributing factor regarding the potential success of Origin in future years to come.
Conservative Manifesto of 2015 states that small businesses will be able to recieve treble the amount of start up loans previously avaliable. Copyright Laws: to protect brand image. Equality Rights: The statement in which Origin is campaigning for.
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S O C I A L Origin caters for the society of 2015 through the supporting of gender equality.
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The fragrance market is outdated within it’s attempts to cater for today’s societal values, we aim to change this. Origin acts as a supporting statement but also offers recognition for gender equality within the mainstream markets.
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Following the recession of 2013, the economy is still recovering at a steady pace. Since the recession, fragrance sales are up by 5%: strong growth for a nonessential item in a difficult economic environment.
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Premium fragrances considered similarly to the rest of the luxury market: recession E C O N O M I C proof.
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Social media will allow Origin to reach a global audience, communicating with consumers otherwise unreachable.
Offers consumers to opportunity to cocreate Origin’s website thus creating a sense of community between corporate and consumer. Allows consumers to purchase online.
Supporting of a cultural cause faught for on a daily basis. Finally introducing the fragrance market to the societal values of a large proportion of their consumers. Offering consumers the chance to support a worthy cause while at the same time indulging in a personal purchase. Artistic brand design,
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O P P O R T U N I T I E S Acquire loyal consumers through the co-creation of Origin’s website.
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Enable gender equality within the mainstream markets by introducing consumers of non-binary genders into a market that has previously avoided this consumer due to out-dated ideologies and focus on profit.
Initially, Origin will not have the budget to sell in stores, therefore consumers will have to buy online without smelling the fragrance, which is seen a risk when buying a fragrance. Some could say we are singling out those of non-binary genders even further .
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Chemicals within the fragrance.
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Some consumers may not be willing to wear a genderless fragrance due to gender connotations/ expectations.
Origin may be seen/branded as unisex by the consumer, a term in which we aim to stray from
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T H E b i g i d e a In order to cater for our ever-changing society, we have created Origin as a statement fragrance in support of gender equality. With the recognition of equality movements and the passing of equality laws, the societal values of our culture are undoubtedly more accepting than ever before. This will continue into the future, offering further opportunities for brands to extend their product ranges successfully and therefore introduce genderless products as the norm. Analysing our research regarding the rise in popularity of genderless products, we believe with the fragrance industry’s generous share of the marketplace, it is time to progress the concept further. This progression will introduce the concept to an industry stereotypically known for their outdated advertising techniques and their narrow targeting regarding psychographic variables. Origin is unique in the fact that there are a limited amount of genderless fragrances on the market and no brands that directly cater for those of non-binary genders. We therefore believe that there is a gap in the market, ultimately ignored due to out-dated ideologies of those in power and their concentration on profit rather than the greater good. It is clear that the fragrance market holds a marginal amount of power due to the fact the industry’s worth is scheduled to increase at a compound annual growth of 4.2% over the next five years, increasing from total revenues of $31,618.5 million in 2012, to a value of $38,813.9 million by the end of 2017. Rather than wasting the power fragrance brands hold by contributing to the perpetual loop of generic, we believe this power should be harnessed and used to embed a deeper meaning into the consumer, a message that will positively affect society and culture. This is a reason as to why we believe Origin will be a successful brand, as it differs from the mainstream by offering the supporting of our culturally aware consumers through a product, which compliments the consumer’s need for expressing individuality.
p e r c e p t u a l m a p We realise the majority of existing fragrances that claim to cater for more than one gender are labelled as ‘unisex’. We aim to stray from all connections with the lexis ‘unisex’ as the meaning connotes male and female characteristics. Although we aim to share no connection with the unisex market, regarding the lack of genderless fragrances available, unisex fragrances will be our main competition due to the our shared similarity of targeting more than one gender. However, we feel we can use this to our strengths by subverting the stereotype that even fragrances that target additional genders need to use sexual connotations to appeal to their audience. Our main competitor is Ck One due to their popularity and their modernised approach to advertising.
H I G H F A S H I O N A B I L I T Y
Ck One £25.00
Bulgari Eu La Blanc £30.00
Jean Paul Gaultier £40.00
Aramis Calligraphy Rose £45.00
Borsari Aqua Classica £28.00 United Colours of Benneton £9.00
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D&G L ’Amoureux 6 £25.00
H I G H
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O R I G I N £45.00
Un Jardin Sur le Nil Hermes £40.00
L O W F A S H I O N A B I L I T Y
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c o n s u m e r
Our primary target consumer is more dependent on psychographic and behavioural variables than their demographic. Due to their chosen identity and self-image, the lifestyle our consumer leads will differ from the lifestyle of a mainstream consumer. Our primary consumer is anyone of non-binary gender, meaning those avoided by the mainstream markets. Our secondary consumer will be able to relate to our primary consumer regarding the psychographic variables such as attitudes and opinions, value perceptions and purchasing motives and behaviours. These secondary consumers are people who may not identify as a nonbinary gender but are supporters of gender equality. The attitudes
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and opinions shared amongst our consumers will be regarding their social and cultural values, more precisely their attitudes towards those who do not identify as male or female and gender equality as a whole. We believe due to these attitudes and opinions, our consumers will share certain purchasing motives. The primary motive we aim to appeal to is the motive to purchase in support of a cause they are passionate about. We are aiming for our target consumers to feel confidence and a sense of belonging when they when use and purchase Origin. We believe due to our supporting statement of the product, these emotions are easily achievable, as the consumer will be contributing to a cause they believe in.
The demographic we are targeting falls under the category of “Generation Y’, also known as “Millennials” according to Howe & Strauss this generation has been pressured to succeed within education, therefore creating the intellectual quality of our consumer. Generation Y is the generation of technological determinists, a term coined by Thorstein Veblen referencing a reductionist theory, which presumes a society’s technology, drives the development of its social structure and cultural values. Due to the fact Millennials have grown up living their lives online, they have had marginally more access to sources of ideology and in turn are far more culturally and socially aware than those of the previous generations. This is why we feel Generation Y is the appropriate demographic for Origin. Their perception of the world is not based upon the media’s agenda, but rather influenced by resources they have accessed, which have thus shaped their values and ideologies, therefore enabling their understanding of the complexity of society. The vast array of specific resources available to Generation Y throughout their upbringing acts an archive of creativity, we believe out of all the resources available to Generation Y, the ones they choose to be influenced by define them as a consumer.
lucy Rose’s media diary
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LUCY’S CONSUMER PROFILE
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LUCY’S CONSUMER PROFILE
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LUCY’S CONSUMER PROFILE
DESIGN STUDENt at ual aspires to be an interior designer
LUCY ROSE. Age: 20 RAISED IN LONDON BY HER PARENTS WHO WORK IN ADVERTISING. LIVES IN APARTMENT WITH BEST FRIEND.
USE OF E-MEDIA. ACTIVE USER OF SOCIAL NETWORKING SITES E.G. INSTAGRAM, FACEBOOK, TWITTER, PINTEREST. FOLLOWING OF EQUALITY CAMPAIGNS AND READING OF ARTICLES FROM FAVOURITE MAGAZINES. E.G. i-d, dazed and confused, another etc. BLOGGING ON TUMBLR
style. clean. sharp. edgy. monochrome. artistic. Ideologies. dark. simple. everyone is equal regardless of gender, sexuality, body etc. active supporter of feminism/equality
INTERESTS. interior. FASHION. ART. ARCHITECTURE. FILM. CULTURE. MAGAZINES. BLOGGING. SOCIAL MEDIA. EQUALITY MOVEMENTS. Nature. Graphics. Travel. Museums. Galleries.
WHERE TO SHOP. DOVER ST. MARKET URBAN OUTFITTERS UNIF NASTY GAL BOXPARK pentreath and hall smug
purchasing habits. more inclined to buy if LUCY feels it contributes to a cause SHE supportS/ IF IT CONTRIBUTES TO HER WORK AS A DESIGNER. ATTRACTED TO NICHE. LIKES TO STEP AWAY FROM THE MAINSTREAM. WILLING TO SPEND MORE MONEY IF MEETS HER DESIRES/IF SHE FEELS INCLINED TO BUY.
In order to stray from gender stereotypes we have chosen to approach the design recipe for Origin with a simple but arty edge. When deciding on how to communicate the brand recipe through design, we considered a quote of John Hegarty, ‘“Whatever you’re creating, simplicity is the ultimate goal. The power of reduction, as we say in advertising, means taking a complex thought and reducing it down to a simple, powerful message.”’ We realise that our message is strong enough alone, and therefore that busy packaging would create too much complexity destroying the profitability of the product. To visualise our creative concept we began by analysing WGSN 2016/17 packaging macro trends. Considering the brand essence and the heir we were aiming to create surrounding Origin, we agreed that the description of the ‘Elemental’ trend confidently described the silent support we are contributing to the cultural cause through Origin’s concept and marketing. Within the macro trend were five micro trends detailing different ways in which this trend could be adapted. ‘Cultural Context’ and ‘Quietly Epic’ both incorporated aspects, which could be combined to signify Origin as a brand.
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‘Cultural Context’ explained how consumers long for quiet, contemplative design which acts as a sensitive and responsive experience. WGSN states that ‘Elemental’ is driven by society’s need for a new meaning as we explore the inner workings of self. This quote thus reinforcing the elemental choice as it directly states what Origin is campaigning for. The trend of ‘Quietly Epic’ will arrive in the partnership of the embossed white logo and the crisp white packaging against the jet-black capitalised typography. This contrast enables the dramatization of the packaging and fulfils the objective to act as a statement on the shelves. The juxtaposition is further showcased inside the packaging between the clean transparent bottle and the dynamic marble print. Referencing recent fragrance trends, in particular the trend of bottle as an accessory, we decided to design the bottle as both a visual and a practical statement. The bottle for Origin is placed laying down in the box, mimicking the symbol for nonbinary genders. The hole in the middle allows for the holding of the bottle like an accessory, referencing the protesting element of the statement.
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A D V E R T I N S P I R A T I O N To appropriately communicate the brand values and personality through Origin’s advertising we decided to remove model identity C O N F I D E N C E to conform to the concept of genderless. Our chosen idea was to photograph certain areas of the body, which could belong to any gender. We decided to focus on bone structure to create dynamic images and primarily photographed parts of the body typically associated with perfume e.g. the neck and the wrist. The finalised advertising images are high contrast monochrome to conform to Origin’s brand identity already featured within the bottle and packaging.
S H A D O W
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A D V E R T V I S U A L I S A T I O N S
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i N s t o r e v i s u a l s
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B R A N D O N I O N
Origin confidently stands for the supporting of gender equality by challenging the norms of the fragrance industry by communicating the ignored societal ideologies as the brand values.
We aim to represent the feeling of strength and confidence within our target consumer through the catering for those avoided by the mainstream brands.
Origin is represented as a brand which represents strength through concept and creativity through design. Origin is passionate without shouting in the consumers face. The message is embedded within concept and advertising..
Supprting and encouraging. Inviting and passionate.
Origin supports all genders and sexual orientation and aims to introduce those of non-binary gender into the mainstream as the norm.
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E X E C U T I O N A N D P L A N Regarding the demographic variables of our consumer, we are aware that those of Generation Y have been bombarded with commercial messages since birth. Millennials have learnt to filter out these online marketing messages through the use of social media tailoring. Due to the fact Origin isn’t just a beauty product, it is a statement in which our target consumer is very interested in/ passionate about, means that when this topic is featured within their social media networks, it will be seen as a welcome engagement between brand and consumer, in turn, building a sustainable relationship.
offers the realisation that the brand isn’t targeting elites, rather anyone who feels they fit into the target audience, reinforcing the feeling of belonging. Social media acts as a global village and in turn, generates a global community. We at Origin aim to create a community with our consumers through social media and the corporate website, reinforcing the feeling of togetherness and hopefully recruiting new members to campaign for gender equality in the process. Findings of Van der Bergh and Berher detailed that those of Generation Y are desperate to make their voice heard and change the world for the greater good. This paired with A model within ‘How Cool Brands the finding of Generation Y’ers Stay Hot, Branding to Generation believe that customization is a key Y’ has advised my research element in the success of a brand regarding the promotional among their generation, results activity of Origin. The CRUSH in the fact that a brand willing model is based on years of youth to co-create their website will experience and quantitative Gen benefit immensely from the coY research in several European operation between corporate and countries, it was created by Joeri consumer and the promotion of Van den Bergh and Mattias the brand through word of mouth. Berher in 2011 and offers the The Keller Fay Group found that categorisation of qualities that Millenials have 145 conversations enforce and maintain the success a week surrounding brands, of a brand targeting those of twice as many as Generation X Generation Y. CRUSH acting as and ASOS Social Media research an abbreviation for Coolness, showed that 91% of people agreed Realness, Uniqueness, Selfthat Word of Mouth was the most Identification and Happiness, powerful influence on their buying the abbreviation categorises decision. We realise consumers are into further sub-categories. no longer passive, we are offering Togetherness is one aspect of them the chance to be active Coolness in which we aim Origin through the co-creation of Origin’s to represent. Togetherness signifies website in order for consumers to that a brand which is capable share their stories, their feelings, of connecting with consumers their campaigns etc. There will be socially have a competitive edge. a secret code hidden in every box The introduction of social media enabling access to the co-creation; has enabled the democratisation therefore a purchase is a must to of e-media. Communicating gain this enablement. through this democratic platform
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The realness of the brand is represented through authenticity, staying true to the brand’s DNA. In order to achieve our aim, Origin is not to be featured within publications or stores, which cater for a mainstream audience. To stay true to the brand DNA, Origin is to be advertised within cultural publications, which appeal to an audience comparable to the consumer of Origin, through their passions and interests such as equality, culture, art, fashion etc. These will include magazines such as Dazed & Confused, i-D, Wonderland, AnOther, Time and Beyond the Binary. To advertise within publications such as Vogue or Marie Claire would generate more publicity but would also counteract the niche targeting of our consumer and would cause doubt regarding our overall aim. As well as publications, to conform to the brand authenticity of stripping all connotations of mainstream, we are not going to sell Origin in any stores that cater for the
mass market, unless there is an equality campaign running, such as Agender. Instead we feel that the selling at stores such as and similar to Dover St. Market would be marginally more beneficial to reach our target consumer (see case study). According to findings of Van den Bergh and Berher, innovation and creative segments of culture are key drivers of a brand’s uniqueness, in Origin’s case, art and design. To further the uniqueness of the brand and reinforce the statement element of Origin, we are going to promote Origin within art gallery and museum stores to refer to the psychographic variables regarding the consumer’s interest in topics such as art, culture, fashion etc.
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C A S E S T U D Y 02 Dover St. Market is owned by Comme des Garçons and known for it’s creative edit and daring VM. The name undoubtedly offers a misleading image, this ‘market’ offers a novel approach to consumerism that combines a dynamic street market feel with a quirky, designled department store surround. A minimalist, functional interior - steel beams, brick walls, portakabins provides a suitably stark canvas set over six floors for the various fashion designs on display throughout. Brands who earn themselves a place within this prestigious retail experience are expected to showcase their collections using depths of imagination and embedding artistic
inspirations, thus transforming the space into a gallery worthy vision. Dover St. Market is situated globally, with stores in London, New York and Japan. This would enable the reaching of both the Eastern and Western markets on a physical level as well as through e-media. There is a sort of correlation between the successes of a product in Asia, which is then adapted by Europeans, if Origin was to gain marginal success within Tokyo’s Dover St. Market, that effect would stereotypically be realised and mimicked within the Western world. We believe Origin would conform to Dover St. Market’s ideology of individuality and would contribute to Dover St. Successfully through the Origin aesthetic featured in an art installation like space to house our offering.
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e n d o r s e m e n t / c o l l a b o r a t i o n The results on celebrity endorsement found that Milennials are sceptical regarding this advertising technique. It seems those of Generation Y are searching for an emotional connection between brand and consumer, an emphasis on real humanity and achievement were apparent regarding this topic. Millenials are happy to accept someone as an endorsement if they are doing one of three; bringing positive change to the world, hold extreme skill within their profession or are involved in charity work. We agree that we could appeal to the target consumer’s want for human connection through the partnership of a celebrity who campaigns for and is an active representation of our primary consumer. The main celebrities we have considered are trans models such as Erika Linder, Andre Pejic, and Lea T, three faces taking the industry by storm and breaking boundaries in the process. The promotion through endorsement would generate success through both maximised publicity and the fact that consumers will feel a stronger connection due to the identification with the representatives of the brand. This therefore leads to the fourth category of the abbreviation CRUSH being Self-Identification.
Consumers choose brands to develop, extend or portray their self-identity. The specific and careful choice based on profession, ideologies, and self-identity of the celebrity to endorse Origin contributes to the development, extension or portrayal of consumer identity thus reinforcing the emotional connection between Origin and consumer. This is also in consideration regarding collaboration with a designer who specifically creates genderless garments. The models featured when showcasing the chosen designer’s clothing could hold the bottle as an accessory therefore promoting both the designer responsible and Origin on the catwalk, thus gaining press through the publicity apparent at fashion shows. Happiness is the final category within CRUSH. Studies found an attachment to brands show evoking positive emotions is crucial for brand engagement. Brands should arouse passion and make Gen Y’ers feel excited, delighted or captivated. (Thomson, MacInnis, Whan Park, 2005) We believe Origin will be able to produce all three emotions due to the fact the concept of a genderless fragrance is new and is signifying the growing acceptance of genderless products and in turn, gender equality.
The communication tool, in which we are initially going to use to address our consumer, is through social media. We feel the building of a relationship between brand and consumer is essential for Origin to guarantee the trust needed to share the creation of the website. While becoming actively present on the website and social media, these being Facebook, Twitter, Instagram and Tumblr, e-commerce will be set up. Social networking involves photo sharing, video sharing, micro-blogging and life streaming. The advantage of promoting on photo-sharing sites is the fact that Instagram is the most popular social networking app among Millenials. The Asos Social Media study found that a high percentage felt excitement when they posted to Instagram. We also believe the use of a video sharing account is worthwhile in communicating with our consumers. Viral videos are becoming an important element of promotional campaigns as they have the potential to reach millions. Cutler,
Vice President of Visible Measures stated that viral videos are no longer a niche marketing tool, data shows that the actual size of online audiences can in certain circumstances be comparable to that of TV audiences. We believe we can use this marketing technique by creating viral videos of interviewing trans role models, consumer’s, employees, supporters etc. in order for Generation Y to promote their ideologies and positive experiences while still being associated with Origin.
c o n s u m e r d e c i s i o n p r o c e s s
01 r e c o g n i t i o n o f n e e d
“The problem recognition may be a slow dawning or may lead to a sudden impulse, when the consumer, realising that the current position or feeling is not the desired one, decides to do something to change it, through a purchase.” (Bruner & Pomazal, 1988) Dependent on psychographic variables/personal factors, our target consumer will realise they are not catered for/targeted by the mainstream brands and invest in Origin, a product in support of a cause which affects their daily life.
I N F O R M A T I O N S E A R C H / I D E N T I F I C A T I O N O F O P T I O N S Origin’s active presence on social media will be effective during this stage of the decision making process. The social media accounts will lead to the website which allows for the understanding of Origin as a concept and how it can benefit the consumer on a personal level. The research into Origin will embed the knowledge within the consumer that Origin is unique in it’s attempts to cater for those avoided by the mainstream.
e v a l u a t i o n o f o p t i o n s Promotional campaigns, word of mouth, brand design and fellow consumers are all factors in the evaluation of whether Origin is a worthy purchase.
D E C I S I O N Considering the fact that Origin appeals to the consumer’s want to develop their self-identity and their need for happiness when it comes to brand loyalty, we believe these contributing factors undoubtedly simplifying the purchase decision as Origin offers unique qualities which caters for the consumer through the subverting of fragrance marketing stereotypes and instead the catering for the society of 2015.
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M A G A Z I N E Once Origin has gained recognition and started to acquire a loyal following, we will advertise within magazines to reach further consumer by communicating with through their psychographic variables. Our consumers are typically interested in more cultural, independent magazines such as i-D.
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s O C I A L M E D I A The sense of community within the website is thus reinforced through social media. Social media allows for us to connect with consumers globally, reaching a wider target audience and therefore recruiting more to support gender equality. The social media used will be Instagram, Twitter, Facebook and Tumblr. Social media offers the chance to communicate for free, by starting a hash-tag the recognition will rise and this type of publicity would have no effect n cost.
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A collaboration with a designer who specialises in genderless clothing would be useful to embed the artistic identity of Origin and to gain further recognition/support for the brand and the cause Origin stands for. The consumers of said designer would be recruited through their loyalty to the designer and the trust they hold within them and their decisions of who to collaborate with. Guerrilla advertising could be used through collaboration. Due to the accessory element of the bottle, the models on the designer’s runway could hold the bottle and raise it to showcase the statement of Origin, mimicking a protest c o l l a b o r a t i o n
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To communicate the fact that Origin is a statement and that the artistic brand identity is significant within our attempts to connect with our consumer, we aim to sell at museum sand gallery shops. We believe due w e b s i t e / e c o m m e r c e to consumer’s psychographic variables it would be effective to advertise here.
Once directed to the website, consumers can take the opportunity to research into the societal catering concept and realise the depth of our aim. Here consumers can start to create a relationship with Origin through the identification of values shared and will become interested in the co-creation element and therefore the community of the brand.
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The initial unveiling of Origin will take place through the video sharing social media platform of Youtube. The video will introduce Origin to the consumer and direct them to the social media sites and website.
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The initial campaign we decided we wanted Origin to be a part of was Agender. We aim to sell Origin within Agender to reinforce the supporting element of the product and to be featured within a renowned store, offering major publicity and the chance to reach consumers on a physical level.
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To appeal to the consumer’s want of self-identification and real humanity within brands we feel to use a trans model to endorse Origin would successfully communicate the support we are enabling and reinforce the fact that Origin has been created to support gender equality.
o c t o b e r / n o v e m b e r 2 O 1 5 d o v e r s t. m a r k e t
Once recognised as a respected brand within the industry, we aim to sell at Dover St. Market. We feel due to Origin’s artistic aesthetic and cultural concept, we could contribute to the high fashionability showcased throughout the stores. The prospect of selling on a physical level in both the Western and Eastern Markets is another attractive prospect regarding the selling at Dover St. Market. We believe that due to the creativity of our consumers and their avoidance of mainstream, we F I G. 45 would successfully reach our target consumer through the selling at Dover St.
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06 S U M M A R Y The overall message we want to embed deep into our consumers is the message that no matter how you choose to identify, you are entitled to feel confidence within yourself. Origin is campaigning for the promotion of equality for all genders in order t fulfil our aims of introducing genderless as the norm and creating support for gender equality.. We aim for our consumers to feel a sense of belonging, confidence, strength, happiness and achievement when they purchase and use Origin. It is time for the mainstream markets to shift their out-dated ideologies and cater for the society of 2015. It seems similar industries have taken the opportunity to embed a cultural cause into the mainstream but the fragrance industry has been left behind. We believe with society’s views’ shifting for the greater good it is time to welcome ‘genderless ‘into the fragrance industry as the norm.
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L I S T O F R E F E R E N C E S A quote by Margaret Mead (no date) Available at: http://www.goodreads.com/quotes/122996-children-mustbe-taught-how-to-think-not-what-to (Accessed: 3 June 2015) Brassington, F. and Pettitt, S. (2007) Essentials of Marketing. Available at: https://books.google.co.uk/ books?id=qSrS3cbv0RAC&pg=PA71&lpg=PA71&dq#v=onepage&q&f=false (Accessed: 3 June 2015) Fashion Trend Forecasting & Analysis (no date) Available at: http://www.wgsn.com/en/ (Accessed: 3 June 2015) Gender Neutral at New York Fashion Week (2012) Available at: http://www.wsj.com/articles/SB10000872396 390444017504577645850137232134 (Accessed: 3 June 2015) Hegarty, J. (2014) Hegarity on Creativity: There Are No Rules. United Kingdom: Thames & Hudson Home (no date) Available at: http://www.heforshe.org/ (Accessed: 3 June 2015) Kafkaesque (no date) Givaudan Archives - Kafkaesque. Available at: http://www.kafkaesqueblog.com/tag/ givaudan/ (Accessed: 3 June 2015) King, M. (2013) Global fragrances industry to be worth $38.8 billion by 2017. Available at: https://uk.finance. yahoo.com/news/global-fragrances-industry-worth-38-000000901.html (Accessed: 3 June 2015) Mintel (2014) Mintel Youth Fashion - UK - December 2014 - Infographic Overview Posner, H. (2011) Marketing fashion. London: Laurence King Pub. Posner, H. (2011) ‘Understanding the Customer’, in Marketing fashion. London: Laurence King Pub. Technological determinism (2015) in Wikipedia. Available at: http://en.wikipedia.org/wiki/Technological_ determinism (Accessed: 3 June 2015) The Conservative Party Manifesto 2015 (no date) Available at: https://www.conservatives.com/manifesto (Accessed: 3 June 2015) Van den Bergh, J., Van, J., Behrer, B. M. and Behrer, M. (2013) How cool brands stay hot: branding to generation Y. Philadelphia: Kogan Page Vita, A. D., Fashion, A. D. V., Post, H., Curve, AfterEllen, M., Weekly, S., Mag, G., Review, B., laude), magna cum, University, N. Y., marks), top, laude), cum, RN, N., culture blogger featured in Newsweek’s Daily Beast and SUNY Downstate Medical Center (BSN (2015) Mainstream Designers Add Gender-Neutral Pieces to Fall 2015 Collections. Available at: http://www.dapperq.com/2015/02/mainstream-designers-add-genderneutral-pieces-to-fall-2015-collections/ (Accessed: 3 June 2015)
L I S T O F f i g u r e s Figure 1. Unknown (2015) [Photograph] Available at: https://www.pinterest.com/pin/289989663483295320/ Figure 2. Palmer, Amanda (2014) Neil Gaiman [Photograph] Available at: http://www.harpersbazaar.com/ celebrity/latest/news/g4213/emma-watson-he-for-she-gender-equality/?slide=14 Figure 3. Sachs, Dillon (2015) Backstage at Vejas AW15 [Photograph] Available at: http://www.dazeddigital. com/fashion/gallery/19313/18/vejas-aw15 Figure 4. Sachs, Dillon (2015) Backstage at Vejas AW15 [Photograph] Available at: http://www.dazeddigital. com/fashion/gallery/19313/7/vejas-aw15 Figure 5. Unknown (2015) Agender at Selfridges [Photograph] Available at: https://www.pinterest.com/ pin/289989663483296456/ Figure 6. Unknown. Meme Kidswear [Photograph] Available at: http://www.memekidswear.com/ Figure 7. Unknown. Meme Kidswear [Photograph] Available at: http://www.memekidswear.com/ Figure 8. Unknown. Meme Kidswear [Photograph] Available at: http://www.memekidswear.com/ Figure 9. Alice Harrison (2015) Own work, Pest Analysis. Figure 10. Alice Harrison (2015) Own work, Swot Analysis. Figure 11. Wired. How to spot the future (Invisible Bulb) [Photograph] Available at: https://www.behance. net/gallery/Recent-Editorial-work/894504 Figure 12. Alice Harrison (2015) Own Work, Perceptual Map. Figure 13. Rad Hourani (2014) RAD by Rad Hourani [Photograph] Available at: https://www.pinterest.com/ pin/289989663483277762/ Figure 14. Alice Harrison (2015) Own Work, Media Diary. Figure 15. Alice Harrison (2015) Own Work, Media Diary. Figure 16. Alice Harrison (2015) Own Work, Media Diary. Figure 17. Alice Harrison (2015) Own Work, Media Diary. Figure 18. Unknown. Available at: https://www.pinterest.com/pin/289989663482802239/ Figure 19. Hayburn & Co (2015) Coastal Hideaway [Photograph] Available at: http://www.hayburn.com/ images/recent-projects/coastal-hideaway-sandbanks Figure 20. Unknown. [Photograph] Available at: https://www.pinterest.com/pin/289989663483350187/ Figure 21. Planete Deco (2013) [Photograph] Available at: https://www.pinterest.com/ pin/289989663483349854/ Figure 22. WGSN (2015) Cultural Context. [Photograph] Available at: http://www.wgsn.com/en/ Figure 23. WGSN (2015) Quietly Epic. [Photograph] Available at: http://www.wgsn.com/en/
Figure 24. Team Work (2015) Bottle & Packaging. Figure 25. Team Work (2015) Bottle & Packaging Figure 26. Team Work (2015) Bottle & Packaging Figure 27. Alice Harrison (2015) Own Work, Advertising Inspiration Mood Board. Figure 28. Alice Harrison (2015) Own Work, Advertising Visualisation. Figure 29. Alice Harrison (2015) Own Work, Advertising Visualisation. Figure 30. Alice Harrison (2015) Own Work, Advertising Visualisation. Figure 31. Team Work (2015) In Store Visualisations. Figure 32. Alice Harrison (2015) Own Work, Brand Model. Figure 33. Alice Harrison (2015) Own Work, Social Media Mock Up. Figure 34. Alice Harrison (2015) Own Work, Social Media Mock Up. Figure 35. Alice Harrison (2015) Own Work, Social Media Mock Up. Figure 36. Alice Harrison (2015) Own Work, Website Mock Up. Figure 37. Alice Harrison (2015) Own Work, Magazine Mock Up. Figure 38. Alice Harrison (2015) Own Work, Museum/Gallery Shop Mock Up. Figure 39. Alice Harrison (2015) Own Work, Magazine Mock Up. Figure 40. Dover Street Market (2012) Aitor Throup at Dover Street Market [Photograph] Available at: http:// www.anothermag.com/art-photography/2266/aitor-throup-at-dover-street-market Figure 41. Unknown. Lea T [Photograph] Available at: https://s-media-cache-ak0.pinimg.com/236x/ e3/58/4a/e3584a5451968a2e1f92bb2141ed062a.jpg Figure 42. Unknown. Erika Linder [Photograph] Available at: https://www.pinterest.com/ pin/543668986240092905/ Figure 43. Unknown (2012) Andrej Pejic [Photograph] Available at: http://25.media.tumblr.com/tumblr_ mdoku1lDSV1rugcpgo1_1280.jpg Figure 44. Alice Harrison (2015) Own Work, Consumer Decision Process. Figure 45. Alice Harrison (2015) Own Work, Promotional Activity Timeline. Figure 46. Heterophobia (2015) Genderless Necklace [Photograph] Available at: http://heterophobiashop. com/products/necklace Figure 47. Team Work (2015) Bottle & Packaging.
B i b l i o g r a p h y Arden, P. (2006) Whatever you think, think the opposite. London: Penguin Books Expert, G. Y., Van den Bergh, J., Santamartade, U., Rückel, M., AT, V. S., System, R., Manufacturi, D., Consulting, I., HR, B. S., Santamartadetormes, U., Technology, D. M. E., Studies, C. of T., PAAET, kOSHKINA, G., ghosson, salman, Berkeley, U., Marketing, C. R. S., Factory, F., Meur, L. L., Re, G., Business, I. S., De Ruyck, T., Veris, E., Gamberoni, L., Güngör, S. P., Joeri Van den Bergh (42 SlideShares), Tourismuszukunft - Institut für eTourismus and Kartar Agro Industries Private Limited (2012) How to connect with urban millennials: results from a global research…. Available at: http://www.slideshare.net/ joerivandenbergh/how-to-connect-with-urban-millennials-results-from-a-global-research-community (Accessed: 3 June 2015) Hegarty, J. (2014) Hegarity on Creativity: There Are No Rules. United Kingdom: Thames & Hudson Mintel: Global Market Research & Market Insight (no date) Available at: http://www.mintel.com/ (Accessed: 3 June 2015) Mock-Ups (no date) Available at: http://graphicburger.com/mock-ups/ (Accessed: 3 June 2015) Noble, I. and Bestley, R. (2005) Visual research an introduction to research methodologies in graphic design. Lausanne: AVA Posner, H. (2011) Marketing fashion. London: Laurence King Pub. RAD HOURANI — PROJECTS (no date) Available at: http://www.radhourani.com/blogs/projects (Accessed: 3 June 2015) Your daily dose of design tips and inspiration | Creative Bloq (no date) Available at: http://www.creativebloq. com/ (Accessed: 3 June 2015) beyondthebinaryuk (no date) Beyond the Binary UK on WordPress.com. Available at: http:// beyondthebinary.co.uk/ (Accessed: 3 June 2015) consent form
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