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Legacy
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CONTENTS
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Introduction to Legacy
02
The Launch
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The Event
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Celebrity
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PR
06 Digital 07 Conclusion
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Our Story
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egacy is a brand that offers a home service in which consumers are able to build a personal fragrance, which in turn will be archived through the innovative bottle design for future family members to refill making this a truly sentimental item and heirloom. This service is offered to the ABC1C2 65+ Female Consumer. Not only does Legacy offer a service to an under represented consumer in the market, our service will also be offered to the future generations of these women. There is a ingrained tradition to teach our daughters about being a woman, the trinity of grandmother, mother and daughter is an extremely powerful and emotional bond. One that Legacy can cater to by providing a shared olfactory experience through the already popular passing down of sentimental objects & from this, Legacy hopes to mould itself into an institution. Through this report I will be exploring the promotional techniques that will make this transition possible.
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Launch As previously discussed our targeted consumer is the “Leading Edge Baby Boomer” (Strauss and Strauss cited in Harriet Posner, 2011) we hope to market our product by catering to their ‘rebellious & cultural’ streak (see Appendix A & B). From our research into their decades of influence; the Sixties & the Seventies, we discovered that they are an intelligent consumer, previously protesting against consumerism. They have an intense dislike to large corporations and instead value their individuality and self expression, they were largely shaped by sexual and racial movements such as the Civil Rights Movement, the Second Wave of Feminism The Environmental Movement both in the US and the UK. Also in the UK, Baby Boomers would have been shaped by the Youth Movement of the Sixties; Mary Quant, The Beatles, Twiggy & David Bailey. This is why they are more likely to disregard marketing messages that seem irrelevant or impersonal.
“They value their Individuality and Self Expression.” Therefore the build up to the launch event will occur via the successful Guerrilla marketing method of ‘Pop up’ shops, where throughout three cities over the course of 3 months with each structure being London, Manchester & Birmingham there will be small structures. Within these structures there will be an experience that will be at the essence of the brand; perfume technicians that speak with the consumer developing a natural rapport, demonstrating and allowing consumers to experiment with the customising fragrance & giving them an insight into our ethos as a brand. To fit with our consumer’s interest in social activism, we will 6
Figure 1, Izziyana Suhaimi.
7 Figure 1 ‘Save The Mini’ 1970.
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use the aesthetic of the structure, the material will be of a canvas like material there will also be paint/pens and other writing equipment provided where our consumer can write their thoughts and issues with large and impersonal corporations. This will promote consumer engagement and therefore promote our smaller and more personal brand. This will be surrounded by some controversy and will be picked up by news channels as ‘Hard news’ (Trevor Morris and Simon Goldsworthy pg. 103, 2013). Whilst visiting the Pop up shop we will also have our consumers sign up to our mailing list in order to market directly to those interested in our brand. This will continue our thread of traditional direct marketing, we will also take into account our personal ethos and therefore all of our promotional letters will be hand written in order to reflect the conversational image we take pride in. This has been inspired by another fragrance brand, Jo Malone. From this list we will also determine the consumers that live in and around London as the consumers that we will personally invite to our Launch Event. Other consumers that missed the Pop Up shop opportunity will have the ability to see advertisements for the launch event within popular magazine supplement The Sunday Times Style of who will also be invited as well as Tatler who boast a readership of 77,000 48% of their total readership to be Women 45+. The advertisement will tease the promotional material, as well as a public invite informing them of the launch event happening.
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Event Then there will be the Launch event, this will be located in the one and only stand alone store of ‘Legacy’ located on Carnaby Street in London, due to the links to the past and also because of the occupants there currently among the likes of Benefit, Pixi by Petra, Paul Smith & Peckham Rye. The location of our store is extremely important to our consumer, they want to recognise and have familiarity with their surroundings, Carnaby Street fits this criteria well. The style of our store is also essential in consumer engagement as well as promoting our brand.
to our unique archive that is located within our store itself. The archive will be held towards the back of the store as well as below ground level, our hundreds of personal fragrances will be held within small tubes labelled with names and numbers. The tubes will hold the ingredients to the perfume as well as a sample. Although we predominantly offer a home service, there will be an in store cocktail bar that will house fragrances and consumers that wish to can have a personal conversation and create a fragrance in store but as we wish to have one store this will be limited to those living and visiting London.
When you first enter the store, the first thing to catch your eye is the collaged display that sits on the far left wall. Photographs of consumers from their past, present and their family portraits. There are hundreds that have been offered by consumers who have used the brand, real life case studies that each hold their own story and fragrance. (See Appendix D) In twenty years if your granddaughter retraces your footsteps to our store, she will see you on our wall. Our legacy is yours. She will be able to use your very bottle to refill the perfume you personally created. This is due
As our Brand’s mission statement is to bring back conversation, our launch concept is to hold a social and relatively informal art gallery in which our consumers will be invited to attend along with their daughters & granddaughters. There will be a light atmosphere that will encourage consumers to mix and converse with each other. If they wish, consumers can also share what they would like to teach their daughters and granddaughters through an open letter, a similar format to a poetry reading as the launch concept is inspired by this 10
Figure 3 ‘Memory Collage’ 2014
Figure 2 Archive 2013
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12 Figure 4 Ballerina SN-2, 2012
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Figure 5 ‘Portrait 2’ 2014
Bringing back something that is virtually lost will resonate with the baby boomers.
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idea.“Their top volunteer motivator is passion for a cause. Many researchers predict Boomers will reengage in social activism because Boomers want to feel productive.” (Jacquelyn I. Poetker) The idea that fighting for a cause of bringing back something that is virtually lost will resonate with the baby boomers. The art that will be included will be the upcoming ‘Legacy’ promotional images, a collaborative effort with Chilean mixed media artist Jose Romussi. They will be readily accessible to the consumers as they will be available to buy as prints on the night. As Legacy wants to establish itself as an institution, if this collaboration is successful there will be other art related threads to our PR strategy. These will include future collaborations on advertisements and campaigns with graduates, students and other up and coming global artists. The concept of the exhibition was inspired by a trip to New York where it became apparent there was an exhibition trend for retail spaces (See Appendix C).
Figure 6 ‘Flowers 2’ 2014
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Celebrity There will be a select few special guests, due to the nature of the informal, personal feel of the event, the celebrities will be low key but as our consumer are heavily inspired by their key influencers our guests will be; Mary Quant, Vivienne Westwood, Stella McCartney and her Beatle father Paul McCartney, Twiggy and her daughter Carly Witney, David Bailey, Catherine Dyer and Sascha Bailey, Catherine Deneuve and her daughter Chiara Mastroianni and Jerry Hall accompanied by her model of the minute daughter Georgia Jagger. Current celebrities that will be invited include models Jourdan Dunn and Suki Waterhouse, musicians Ella Eyre and Paloma Faith. Other guests take the form of Jean Woods, Daphne Selfe and Bridget Sojourner know for Sue Bourne’s Fabulous Fashionistas Channel 4 Documentary. Many of these guests will also share a story and open letter
of their own with the other attendees. Whilst discussing celebrities, there is also an option for brand ambassadors. The concept of utilising brand ambassadors is to promote the brand through the association of a celebrity/ person of influence. Due to the skepticism of our consumer, the route of brand ambassador does not fit with our brand DNA and identity and instead would compromise our brand integrity. Associations with key influencers will come from the guests of the launch event and any photo opportunities and press that will gain. Press that will be invited will include publications such as Tatler, Harper’s Bazaar, Prima as well as Elle magazine. The Sunday Times Style, The Telegraph Fashion and The Guardian Fashion will also be attending. We will also invite the creator of Advanced Style, Ari Seth Cohen, a blog dedicated to mature women’s style. This will leverage our 15
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event across all platforms of the media, from print to digital by having the celebrities and journalists in attendance tweeting and socialising during and after the event. One of our tactics will also be to include a complimentary product gift bag in which guests will receive our innovative bottle inviting them to book a home consultation or to visit our Carnaby Street store. This will entice consumers’ desire to fill the bottle with their own personalised fragrance using our service. There will also be included within the bag, a disposable camera, a pen, paper and envelope in order to write a message. Our gift bag will also be a promotional tool itself as our promotional material will be printed on them but as a limited edition version we will have the artist hand stitch unique designs onto the photographs that will be on the side of the bag. The bag will be made from recycled cardboard and be a sturdy structure with roped handles i order to be used again and again. Thus creating more promotion for our brand.
Figure 7 ‘Georgia Jagger & Jerry Hall’ 2014
Figure 8 ‘Sir Paul & Stella McCartney’ 2011
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Figure 9 ‘Suki Waterhouse at Burberry’ 2014
17 Figure 10 ‘Jean Shrimpton Vogue US’ 1965
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PR For our strategy we have been able to determine our SMART objectives (Trevor Morris and Simon Goldsworthy pg. 189 , 2013). We have outlined that we wish to increase awareness by 60% in our specified target market and increase sales by 35% over the next 12 months. We will achieve this by setting our strategy and expressing our brand message which are primarily Legacy brings back conversation and secondary messages include Legacy is a brand you can trust and Legacy does not patronise. The method in which our messages will be delivered is obviously through the Launch Event and therefore News Events. The tactics of how we will achieve this is through the use of Celebrity guests and the party element of the launch. These objectives will be measured through Output, Outtake and Outcome. Through the press we will gain from the guests of publications, we will be able to measure their online readerships much more easily than print, a much more reliable method is by measuring the Outtake and therefore the changes in attitude towards our brand, this will be carried out by market research 12 months after the launch and subsequent promotional activity of the brand. Outcome will be measured by the figures of sales in 12 months. Our brand will be represented by the PR company, Modus Publicity. They have represented brands such as Calvin Klein, Bally, The Cambridge Satchel Company and Etro. All of whom have a specific brand identity that they have enhanced through their PR strategies.The AW 14 runway show “displayed 19
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Etro’s origins while forging a path towards New Tradition.” (Modus Publicity, 2014) This is the essential idea behind Legacy’s launch. To recognise and embrace the past of the consumer whilst building the path to the future. They are also responsible for Tom’s ‘One day without Shoes 2014’ event, a worldwide event to raise awareness of their continued collaboration with charities. We believe that Modus can deliver an intriguing, efficient and magnificent spectacle that will create brand awareness, familiarity, consideration and purchase. As well as hopefully converting consumers that will become loyal and advocates for our brand. They will also be able to offer the prestige that comes with their renowned brand, and therefore be able to obtain high profile guests that will be invited to our brand events.
Figure 11 ‘Communications’ 2014
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Digital Currently Legacy doesn’t use any form of digital other than a website that simply informs and creates brand awareness. Therefore we need to consider this when marketing to our future consumer. Our future consumer will be Generation X and Millennials (Howe and Strauss cited in Harriet Posner, 2011) they’re the generations that were born between 1961-1981 and 19822002 respectively. The generations that consecutively follow the Baby Boomers. Generation X’s decades of influence are the 1980’s and earl 90’s with the Millennials following with their influence being in the 90’s, 2000’s and 2010’s. Most notably being the digital revolution.
consumer we will need to update ourselves in order to stay relevant in the market. The groundwork for this will be at the launch with the attendance of Suki Waterhouse, Jourdan Dunn, Paloma Faith etc. Slowly we will introduce the digital aspect of our brand’s Facebook, Twitter and instagram accounts, we can see this has been accomplished by other brands such as Zara who are renowned for doing minimal promotion, they are still present online as well as Maison Martin Margiela who is also a well known brand that does not advertise. We see this as an opportunity to simply extend the conversation beyond the physical world and make the discussion global.
As ’Bringing Conversation Back’ is our brand mission, where else is there to create a global discussion other than Twitter? As Trevor Morris and Simon Goldsworthy state “This more interactive form of online media is often called Web 2.0- It is not so much the technology that is important as the behaviour that it facilitates” (pg. 142, 2013) Now, we will still keep our digital marketing to a small amount, but with the reins being handed to a completely new
This extension will see the hashtag #OurLegacy provoking conversation and consumer engagement through user generated content. This will further the concept of Legacy becoming an Institution rather than simply just a company, we will make ourselves integral within families. Using the hashtag people will explain their definition of Legacy, post photographs of them with their families, their friends as well as their 22
Figure 13 ‘Digital Instagram Mock Up’ 2014
Figure 12 ‘Digital Website Mock Up’ 2014
#OurLegacy
Legacy purchases, their sentimental items, anything that constitutes using the hashtag in reference to our conversation and our brand. These photographs will then form the basis for our brand exhibition in which we will showcase our consumer’s #OurLegacy moments along with our past collaborative promotional advertisements. This will be held at the Guildhall Gallery in London as the architecture is grand and would be fitting for our exhibition. Guests would include celebrities, journalists and industry experts. Our advertising that is in collaboration with mixed media artist Jose Romussi, will be displayed on our website, Instagram and Twitter pages, along with behind the
scenes videos, interviews as teasers before the launch and available as full versions afterward. This will also happen with each collaboration we do with artists. The collaborative relationship between Legacy and art will be an ongoing one as we want to appear fresh and cultural along with our consumer. This will manifest as like described in ‘Launch’ we will create a relationship with recent graduates and current students creating a competition that involves the winner the ability to create our promotional material for that season. This is one of the methods in which we will reach our future audience, by setting up our reputation within students and the creative world. 23
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Figure 13 ‘Advertisement Art Visual’ 2014
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Conclusion
In order for Legacy to remain a contender within our gap in the market, our promotional activities must continue to establish our brand as an institution within families’ lives. We believe the design of our bottle, the promotional technique of ‘open letters’ and the integration of linking the memory of scent into generations and involving photographs will achieve this. We also believe that setting the groundwork for the future generations to be aware of our brand for future purchase to refill their mother’s and grandmother’s perfume bottle is an essential part of our brand promotion.
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Appendix Appendix A: Brand Presentation
Women Aged 65+ Young at heart
Consumer
Individual
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Daphne Selfe Catherine Deneuve Iris Apfel Jean Woods
Appendix B:Consumer Q & A Consent Form
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Appendix C: New York Trend Report
Appendix D: Sketches, Scamps and Experimentation
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References Hoew & Strauss via Posner, Harriet, 2011. Marketing Fashion
(Portfolio) London: Laurence King
Hoew & Strauss via Posner, Harriet, 2011. Marketing Fashion (Portfolio) London: Laurence King
Morris, Trevor & Goldsworthy, Simon, 2011. Pg 103, PR Today: The Authoritative Guide to Public Relations London: Palgrave Macmillan Morris, Trevor & Goldsworthy, Simon, 2011. Pg 142, PR Today: The Authoritative Guide to Public Relations London: Palgrave Macmillan Poetker, Jacquelyn I. MSW, RSW Tapping the Power of Boomers as Senior Volunteers. [Online] Available at: http://www.mtroyal.ca/cs/ groups/public/documents/pdf/boomervol.pdf [Date Accessed 26th May 2014] Modus Publicity. ‘Modus Loves > Launches and Events > ‘Toms No Show Day’ Available at: http://www.moduspublicity.com/channels_ modus/launchesandevents/ [Accessed 29th May 2014] 29
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Illustrations Figure 1 Anonymous, 1970 ‘Save the Mini’ [Photograph] Available at: http://static. twoday.net/zitate8/images/mini.jpg [Accessed 27th May 2014] Figure 2 Gillian Cycles, 2013. ‘Archive’ [Photograph] Available at: http://www. gilliancycles.com/wp-content/uploads/2013/06/AWI-core-archive_hg.jpg [Accessed 27th May 2014] Figure 3 Amy Catton, 2014. ‘Memories Collage’ [Photograph] Figure 4 Jose Romussi, 2012. ‘Ballerina SN-2’ [Mixed Media Photograph] Available at: http://cargocollective.com/joseromussi/DANCE [Accessed 25th May 2014] Figure 5 Jose Romussi, 2013. ‘#NEWSERIE Portrait 2’ [Mixed Media Photograph] Available at: http://cargocollective.com/joseromussi/NEWSERIE [Accessed 25th May 2014] Figure 6 Jose Romussi, 2013. ‘#NEWSERIE Flowers 2’ [Mixed Media Photograph] Available at: http://cargocollective.com/joseromussi/NEWSERIE [Accessed 25th May 2014] Figure 7 Anonymous, 2013. ‘Georgia Jagger and Jerry Hall’ [Photograph] Available at: http://mdemulher.abril.com.br/blogs/famosas-na-moda/files/2013/05/167933223. jpg [Accessed 2nd June 2014] Figure 8 Mario Testino, 2011. ‘Sir Paul & Stella McCartney’ [Photograph] Available at: http://fashionslop.com/tag/stella-mccartney/ [Accessed 2nd June 2014] Figure 9 Anonymous, 2014. ‘Suki Waterhouse at Burberry’ [Photograph] Available at: Pinterest.com [Accessed 2nd June] Figure 10 Richard Avedon, 1965 ‘Jean Shrimpton for US Vogue’ [Photograph] Available at: https://pleasurephoto.wordpress.com/tag/richard-avedon/page/4/ [Accessed 2nd June] Figure 11 Amy Catton, 2014 ‘Communications’ [Own Photograph] Figure 12 Amy Catton, 2014 ‘ Digital Website Mock Up’ [Own Edited Photograph] Figure 13 Amy Catton, 2014 ‘Digital Instagram Mock up’ [Own Edited Photograph] Figure 14 Amy Catton, 2014 ‘Advertisement Art Visual’ [Own Multi Media Photograph]
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Bibliography Books Bickle, Marianne C. 2010. Fashion Marketing. London: Fairchild Green, Brent. 2006. Marketing to Leading-edge Baby Boomers: Perceptions, Principles, Practices New York: Paramount Market Publishing. Available at: http://books.google. co.uk/books?id=fQHX8vxKppEC&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false [Date Accessed 26th May 2014] Harkin, James & Huber, Julia. 2004. Eternal Youths: How the Baby Boomers are Having Their Time Again London: Demos Huber, Julia & Skidmore , Paul. 2003. The New Old Why the Baby Boomers Won’t be Pensioned Off. London: Demos Levine, Michael. 2001. Guerrilla PR Wired Waging a Successful Publicity Campaign Online, Offline and Everywhere in Between. America: McGraw-Hill Inc. Morris, Trevor. 2008. PR- A Peruasive Industry? London: Palgrave Macmillan Morris, Trevor, 2011. PR Today: The Authoritative Guide to Public Relations London: Palgrave Macmillan Posner, Harriet. 2011. Marketing Fashion (Portfolio) London: Laurence King Ries, Al. 2004. The Fall of Advertising and the Rise of PR London: Harper Business Tungate, Mark. 2012. Fashion Brands: Branding style from Armani to Zara London: Kogan Page Websites Poetker, Jacquelyn I. MSW, RSW Tapping the Power of Boomers as Senior Volunteers. [Online] Available at: http://www.mtroyal.ca/cs/groups/public/documents/pdf/ boomervol.pdf [Date Accessed 26th May 2014]
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N0500024 Amy Catton
Creative Networks FASH10106
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