FRAGRANCE PROJECT.
INITIAL IDEAS- mindmap
MACRO TRENDS
§ HeForShe conference was watched over 11m 4mes § Sparking 1.2bn social media conversa4ons § #HeForShe became so popular that twi?er painted in on the walls of their headquarters.
Lifestyle.
The Lachowiski family modeling Rad Hourani’s unisex clothing brand with their son Milo. Shiloh Jolie Pi?
GENDER NEUTRAL FASHION 2015
Gender Neutral fashion
‘Borrowing from the boys has long been in vogue, but now the gender-‐neutral wardrobe is proving to have unisex appeal.’ -‐ Laura Weir, Vogue, 2014
GUCCI FALL 2015 MENSWEAR
Comme des Garcons Fall 2015 Menswear
GIVENCHY FALL 2015 MENSWEAR
Feminine disco pigs at Saint Laurent Hanne Gaby at Raf Simons -‐ female model walking in menswear show. Gender Equality scarves at Acne Studios
Selfridges. 'We want to take our customers on a journey where they can shop and dress without limita4ons or stereotypes,' the store told The Times.
ERIKA LINDER Erika is a female model originally from Sweden, (now living in America) and models for both male and female fashion brands.
ANDREJ PEJIC Andrej is an Australian transgender model. She has modeled for both male and female fashion. She underwent sex reassignment surgery last year. She has appeared in Britain & Ireland’s next top model as a guest judge.
TARGET MARKET • In an ideal world – Everyone. • Genera4on Y • Young people are a lot more accommoda4ng – Far more open to new ideas and norms. • Older people -‐ usually have tradi4onal ideologies and are loyal to their brands. • Connected – Social media.
COMPETITION.
Cavlin Klein’s CK One is seen as the leading fragrance in the unisex category.
Jean Paul Gaultier’s, Gaultier2, is one of the newer scents to be released, and has been called ‘a fragrance for couples’ where it can be worn by both genders and the bottles are magnetized together to symbolise a relationship.
PRIMARY RESEARCH / SURVEY QUESTIONS. 1) Gender 2) Age 3) Sexual Orientaton 4) How often do you use Social Media 5) Do you follow fashion trends 6) Would you wear gender neutral clothing 7) How much would you spend on a fragrance? 8) How often do you buy fragrance 9) Would you ever wear a fragrance created for the opposite sex 10) Are you interested and involved in gender equality
64% of survey respondents said yes, they would wear gender neutral clothing.
Only 36% said they would wear a gender neutral fragrance. Most viewed fragrance as a tool for attracting the ‘opposite sex’ therefore felt a neutral fragrance would detract from this.
79% said they bought a fragrance yearly and would only pay up to £30.
SURVEY RESULTS. One of the respondents who said no, went on to express it was because they were ‘scared’.
Important to consider, 64% of respondents were heterosexual.
86% of respondents were interested or involved in gender equality, suggesting that maybe what the fragrance market needs is somebody to challenge the norms.
SUMMARY. Overall were wanting to focus at more of a niche market to target our fragrance towards. Typically a genderless scent that doesn’t focus on one sex in particular. Looking at ‘I hate perfume’ as inspiration, they were extremely successful for creating something new and different to anything else available. We definitely think there is a gap in the market for a fragrance like this and that it would be something that anyone could use.