ANNALEA ‘ANNA’ KU FASHION PROMOTION RESEARCH BOOK BA (HONS) FASHION MEDIA YEAR 3 STUDENT NO: KU_11321388
Twitter: @AVKu Instagram: avku Blog: avku.blogspot.co.uk
MARKETING - Personal selling - Sales promo - Direct marketing - Advertising -Publicity
PRODUCT= FRAGRANCE - Scent- mood? - How does this translate through ad - Gender -Market research
COMMUNICATION TO AUDIENCE - How? - Technology, iphone, internet - Apps- instagram, vine, FB, twitter
PROMOTION
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3 MAIN OBJECTIVES -Present info to consumers - Increase demands -Differentiate a product
ADVERTISE -TV, radio, magazine, billboard, digital media - humour, versatility, diversity - Press coverage
SELL -Good promo = good sales - Increase in branding - Boost brand awareness
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ADVERTS
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Using adverts as a promotional technique allows brand awareness to occur which then raises brand profits. Adverts can come in physical or digital form and can be placed in different places of use depending on the target audience of the brand.
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CELEB ADS
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CONTROVERSIAL ADVERTS
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FRAGRANCE ADVERTS
Using a celebrity that is current at the time can make a brand popular due the clients fan base.
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Seductive couple shots grabs the viewers attention especially when the male model is a bit of eye candy too.
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For him and For her fragrance campaigns- great links and same layout shows the correlation between them.
THE FUTURE OF ADVERTISING For decades, brand and display advertising were the bread and butter of television, newspapers and magazines. As the audiences shifted to the web, the brand dollars started to shift online as well, though much of the money was spent on mostly banner ads, a somewhat ineffective tool. However, the emergence of social sharing platforms especially on the mobile such as Tumblr, Instagram and Vine has offered brand advertisers a chance to create and reinvent brand-based advertising, and perhaps open up a whole new era of Madison Avenue creativity. In the early days of television, as media transitioned from radio to television, network owners put radio-styled content on the air and adopted radio-styled advertising. However, it wasn’t till later when specialized ads were created for television that the industry really boomed. I am sure many of you have seen Mad Men and the shift of ad creative from print to television it exemplifies. The Internet is going through similar transition, where “creative” is adapting to the medium and thus creating an advertising and brand experience that elicits an emotional response — the atomic unit of marketing.
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Instagram, which was acquired by Facebook for nearly a billion dollars in April 2012 is being viewed as an engine that will help keep growing Facebook’s revenues. In the second quarter of 2013, nearly 41 percent of Facebook’s revenues came from its mobile business. According to New York-based market research company, eMarketer, Facebook will have about 30 percent of the mobile display advertising in the United States. The company is expected to see its share of global mobile internet ad revenues reach 15.8 percent this year. In 2013, eMarketer expects 18.8% of all digital ad spending in North America will go toward mobile internet ads — which include all mobile advertising on tablets, smartphones and other devices except messaging-based formats. By 2017, nearly half of all digital ad spending in North America will be on the mobile internet. This year, 21.7 percent of all digital display ad spending will be on mobile, rising to 48.4 percent by 2017, forecasts eMarketer and much of it is going to come from newer mobile first social platforms such as Instagram.
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SUCCESSFUL BRANDS ON INSTAGRAM
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MICHAEL KORS
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Engagement was four times higher than normal for Michael Kors non-promoted posts. Although interestingly the sponsored post wasn’t featured on Instagram’s ‘most popular’ feed, while later non-sponsored posts by Michael Kors were featured. Obviously the knock-on effect worked for Michael Kors in the long run. Instagram’s CEO Kevin Systrom stated that by November 6 “over 5% of the impressions led to Likes”. Techcrunch believes this led to a global audience of nearly 4.5m. Of course the number of likes doesn’t necessarily reflect positive engagement. 20% of comments left under the advert were negative while only a very small amount showed any positive support. The major reward that Michael Kors can be grateful for are the 33,000 new followers it achieved in the 18 hours following the ad’s posting. This is a very embryonic stage in sponsored Instagrams though. It’s difficult to tell how much of the above engagement was accrued just through the novelty, or notoriety, of being the first advert posted on Instagram. The results speak for themselves in terms of increase, however time will tell how useful these new followers will be to the brand and what success other brands can expect in the future.
BURBERRY
It should come as no surprise that Burberry is on Instagram as social media has long been central to its marketing strategy.
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The fashion label has over a million followers and its photos regularly get around 20,000 likes every day. Burberry uses Instagram to showcase some of its products, but recently a vast majority of its post have been photos taken around central London. This helps to develop its image as a cosmopolitan, British brand.
NIKE
All Nike’s recent posts are part of a campaign to get people to use its Nike+ and NikeFuel fitness products, featuring images of various groups of people working out and updates on how many people are using the products on any given day.
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The messages are very on-brand but they lack the personal touch that other companies manage to include in their posts and comments.
SELFRIDGES & CO
One of the more active brands on Instagram, Selfridges frequently posts images of products and displays from its UK stores. It attempts to drive engagement with its photos by asking questions about its followers’ fashion preferences, which seems to have varying degrees of success.
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Even so, it has clocked up almost 20,000 followers which isn’t bad for a UK-only department store.
ASOS
ASOS is another fashion brand that relies heavily on social media marketing, so it’s no surprise to see that it is leading the way with its use of Instagram. As well as posting images of its latest ranges and behind the scenes looks at fashion shoots, ASOS places great emphasis on featuring user-generated content. It asks followers to post images of themselves sporting a particular look using a branded hashtag, then reposts several of the images in its own feeds. It is a great way of building a connection with your audience and rewarding them for engaging with your brand.
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https://econsultancy.com/blog/10584-nine-brands-making-great-use-of-instagram-and-one-that-isn-t
CAMPAIGNS GONE MOBILE
Louis Vuitton’s Pass app - French fashion house Louis Vuitton layered its print campaigns with a new mobile application that brings together exclusive advertising content and mobile commerce. Louis Vuitton’s Pass app allows consumers to experience ads in new ways with behind-thescenes content, featured product information and a store locator. The interactive elements of Louis Vuitton’s Pass app engage consumers by curating a personal experience that fleshes out familiar ads.
This ability goes beyond just print advertisements to truly bring the Louis Vuitton world directly to consumers no matter their location or activity. For example, the app can be used on Louis Vuitton’s Facebook cover image of the new “L’Invitiation au Voyage Venice” campaign.
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Instead of disrupting the aesthetics of an ad campaign with a boxy QR code, Louis Vuitton will now include a branded icon that can be scanned by its new mobile app, Pass. By scanning the icon or the entire image from a particular campaign, the app directs users to exclusive photos, video and the mobile commerce page that details the merchandise featured in the scanned effort.
CAMPAIGNS ON MOBILE
Michael Kors #JetSetSelma - U.S. label Michael Kors connected fans of its Selma handbag through an Instagram initiative that stimulated conversation and united the brand’s global tribe of enthusiasts. The fan-fueled and city-focused #JetSetSelma effort builds upon Michael Kors’ already diverse product-based digital presence. The label has successfully used key social media platforms, such as Tumblr and Pinterest, to solidify its relationship with core consumers.
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Once uploaded to Instagram, the photograph joins the continually growing gallery on the the Destination Kors Web site. To entice more fans to participate, the brand gave away one Selma handbag per week between Oct. 18 and Nov. 18. Michael Kors continued to take the Selma “on location” during an event at the Tokyo National Museum Nov. 13, an event that celebrated model Miranda Kerr’s Michael Kors cover of Elle Japan magazine. As guests entered the museum event the #JetSetSelma Instagram initiative was brought to life by a projector displaying a “digital mosaic” of skylines around the world and a Selma handbag. More than 5,000 images were projected at the event including Michael Kors imagery, fan submissions using the hashtag #MKTokyo and images live-streamed from the event’s Photo booth which attendees could share via text and social media.
SOCIAL MEDIA RESEARCH 2.1bn Twitter searches every day 40m images uploaded to Instagram every 24 hours 359m monthly active users on Google+ 100 hours of video uploaded to Youtube every minute 2.7bn average daily ‘likes’ on Facebook 6.6bn page views on Tumblr a month
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The Millennials -They are history’s first “always connected” generation. -Steeped in digital technology and social media, they treat their multi- tasking hand-held gadgets almost like a body part – for better and worse. -More than eight-in-ten say they sleep with a cell phone glowing by the bed, poised to disgorge texts, phone calls, emails, songs, news, videos, games and wake-up jingles.
HISTORY OF BRAND
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Founding (1994 - 1998) AllSaints was founded in 1994 by Stuart Trevor and Kait Bolongaro, who was the original womenswear designer at All Saints, and who have since gone on to found the Bolongaro Trevor label. All Saints started as a wholesale menswear brand that sold exclusively to high-end retailers such as Harvey Nichols and Harrods. The company was named after Stuart Trevor’s pseudonym, “The Saint” based on his initials “ST” and updated at the 1993 Notting Hill Carnival that Stuart Trevor attended, and spent much of his time on the renowned All Saints Road, which has been at the cultural forefront for those interested in music and design since the 1960s. The first stand-alone AllSaints store was opened in Foubert Place off Carnaby Street in London on All Saints Day in 1997. The company’s first womenswear collection followed the next year (1998), born directly out of the expanding menswear collection.
GROWTH AND EXPANSION
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Growth and expansion (1999 - 2011) By mid-2004, AllSaints had expanded to 10 stores in the UK and was poised to launch its childrenswear line. Between mid-2004 and the end of 2005, controversial fashion financier Kevin Stanford, co-founder of womenswear chain Karen Millen, bought out each of AllSaints partners besides Stuart Trevor, thus acquiring a majority stake in the company. Finally in December 2005, Stanford bought out Trevor’s stake in the company as well. In 2006, AllSaints sold a 35% stake in the company to Icelandic investment firm, Baugur Group, with Kevin Stanford as the majority shareholder. In late 2006, the company launched its e-commerce website. AllSaints Spitalfields rapidly expanded globally in 2009-10.That same year the company launched its U.S.-specific e-commerce site and opened its first U.S. store in New York City. Starting in 2009, AllSaints opened stores all across the United States; including New York, Boston, Los Angeles, San Francisco, Miami, Washington, D.C., Santa Monica, Seattle and Chicago. By 2010, the cost of North American expansion was £43 million, almost double the original projected cost, and AllSaints began to have trouble paying suppliers. On Thursday, April 04, 2013 AllSaints Spitalfields opened up its first store in Canada, at Yorkdale Mall in North York-Toronto, Ontario.
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Source: Daily Mail
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Source: The Guardian
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ALL SAINTS SHOP REPORT ALL SAINTS- REGENT STREET The overall feeling is vintage. It’s brick walls, distressed wood floors and display racks, big windows filled with row after row of sewing machines from the early 20th century, I’d guess 1930s or 1940s. The whole experience has been carefully planned for effect. It looks like artfully thrown together old stuff, but the impression is so completely thorough at every level and layer that it has to have been carefully and diabolically planned. Well-executed shabby chic requires strategy and intentional arrangement. It’s spacious between the displays, plenty of the aforementioned distressed wood floor exposed with room not only to navigate but also to stand back and just absorb the environment.
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“Evoking a mood of decadent decay and distressed glamour with religious iconography and vintage details added to layer upon layer of carefully aged materials, their stores provide a mélange of inspiration, displayed with that ‘thrown together’ look emanating the idea that these are pieces one might find in an old junk shop.”
FILM
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ALLSAINTS has launched a film production division. AllSaints Film will deliver several products a year, exploring everything “from music, style and street documentaries to cutting-edge moving image installations”. The company will commission young innovative filmmakers as well as producing its own in-house content under the supervision of AllSaints creative director Will Beedle. “So much of what we value at AllSaints is best conveyed through moving image - the attitude of bands, creative disruption, or simply the evolution of AllSaints as a brand. To want to share these elements is the most natural thing,” Beedle told us. “Having a fully operational film division allows us to commission and create in-house exclusive content that can be quickly, broadly and nimbly shared with our ever-growing global community. As a brand that prefers ongoing digital communications to, say, seasonal print campaigns, we feel that film truly is the medium of our times.” The division won’t be limited to fashion-focused films: it’sfirst release is New Music City, a film about the emerging Nashville music scene, focusing on the Kings of Leons’ independent record label, Serpents and Snakes. The documentary features interviews with the band and live performances from this year’s SXSW festival.
MUSIC
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The company’s strongest connection to date has been to the music industry, where they have collaborated with many established musical acts, including: U2, Stereophonics, Robbie Williams, Kelis, and Kings of Leon. AllSaints also hosts underground events called “AllMusic Parties” intended to showcase emerging British musical talent. In 2010, the English rapper Tinie Tempah released a single titled “Frisky” that entered the UK Singles Chart at #2 and mentioned the brand in one of the lyrics: “I think I found a winner, with no ring around her finger. Her dress from AllSaints, but I think I’ve found a sinner.” In 2013, Justin Timberlake released a single titled “Suit & Tie” featuring Jay-Z in which Jay-Z also mentioned the brand in the lyrics: “Tom Ford tuxedos for no reason. All Saints for my angel. Alexander Wang too.”
ALL SAINTS SESSIONS
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In 2011, AllSaints launched a project called “Basement Sessions” that features weekly performances and interviews from both emerging and established musical acts.[ Acts who have appeared on Basement Sessions include: Fatboy Slim, Aloe Blacc, DJ Harvey, Gary Numan, Tricky, The Naked and Famous, Kelis, Foster the People, and Alpines.
ALL SAINTS STUDIOS
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The hub of film and music
NYFW Being walked through an AllSaints collection with creative director Wil Beedle is a bit like learning a language through culture immersion. Beedle has a depth of references and an eloquence of language unlike many in the industry — hardly surprising, considering he once studied literature at Cambridge. But more than that, he’s very much dedicated to giving his collections context by creating an entire world around them. So for the brand’s second-ever outing at fashion week, Beedle brought the industrial London neighborhood where the brand is headquartered to New York City. “We want it to feel connected to what inspired us, and we wanted to share that with you guys,” Beedle says, explaining that the fall collection is all about what he sees everyday at the AllSaints atelier. “We really claimed the streets that surrounded us in East London,” he says. “We’re placing the collection back into the wild that inspired it.”
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To that end, everything — from the video looping on the wall, to the lookbook, and even the soundtrack playing in the space (it changed from street noise to a song that Beedle says was playing from a neighborhood record shop) — was done in a 100-yard radius of the studio. The effect was so great that it became impossible not to see a line of industrial London rooftops in a bead-encrusted cable knit sweater, or the layered rips of posters in a silk print. Even the shoulders of a beautiful cashmere coat were “torn away” from the seams to give that “ripped” effect. And yes, there were great leather jackets, an AllSaints staple. But those too got an elevated touch, thanks to revamped leathers, angular shapes, and cashmere bonding. That’s because Beedle isn’t content to rest on his laurels. “What we do now is really distill those elements of what makes us and determines our brand, and we know that those core values are comfortably communicable to the rest of the world,” he explains. “We’re seeing really positive traction with the brand all over the world at the moment, and we’re really excited to continue that dialogue.”
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FASHION NIGHT OUT EVENT
HOW DO ALL SAINTS PROMOTE?
Online, Online, Online! Using a discreet promotional approach- rely on word of mouth approval. -Interactive communication: twitter, facebook, instagram and youtube updates - Newsletter emailed every month updating consumer on new arrivals, promotions etc How do they achieve this? 1. By using segmentation AllSaints knows the gender of who you are! Showing pictures of this season’s must-have fashion pieces. 2. By reinforcing the value of the proposition Including a brief summary of what to expect and also the benefits of shopping at AllSaints online. 3. By having a clear call to action Including links to shop by section; dresses, denim, footwear which will hopefully lead to an upsell.
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4. By reminding the reader to add AllSaints to their address book This is very important to help deliverability and correct display. 5. By being sociable Include ‘join the community’ links as well as a download to the App link – and an invitation to ‘Like’ AllSaints on Facebook.
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ALL SAINTS SURVEY Q. What do you like about the brand? A. The brand is a brand in its own right, extremely unique great quality garments for a high street brand, good recognition amongst many. I like the way they combine fashion arts into their brand. Q. What are the demographics of the brand? A. Mainly female, 18-25 from all ethinicities Q. How has the brand evolved? A. We’ve now become a transition into a high end high street brand which is something we are proud of. I feel our garments have transitioned into more classic pieces from the grunge style however keeping to the brand essence. In terms of promotion we have transitioned more to online promotion and engaging with our consumers by the use of social media.
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Q. Where would you like to see the brand go in 5 years time? A. Keep improving and keeping to our traditions but in a greater manner than we do now, more collaborations with artists and designers. But also withing our All Saints studios, we always look for new talent Q. If All Saints had a perfume what do you think it would smell like? A. Something very woody and earthy nothing too floral, has to represent the brand image which is dark and classic. Q. What advertising techniques do you use to promote brand awareness? A. We promote in a way of engaging to the consumers directly using social media as our focus. Instagram is something we are hoping to use religiously.
WHAT IS PERFUME? Perfume is a mixture of fragrant essential oils and aroma compounds, fixatives, and solvents used to give the human body, animals, objects, and living spaces a pleasant scent. Perfumes have been known to exist in some of the earliest human civilisations either through ancient texts or from archaeological digs. Modern perfumery began in the late 19th century with the commercial synthesis of aroma compounds such as vanillin or coumarin, which allowed for the composition of perfumes with smells previously unattainable solely from natural aromatics alone.
Tester: Testers are an excellent way to purchase a perfume or a cologne at a discount rate, without compromising on the quality. Testers are made by the manufacturer to help promote their fragrances. They usually come in a plain box and may have “Tester� somewhere on the bottle. They are not used. Testers contain the original quantity mentioned on the bottle. Perfume (Parfum): It is the strongest fragrance available, consists of a 15-30% concentration of perfume essence. This means that not only do you need to use less, but also that the fragrance lasts longer, typically for up to 6 hours, depending on skin type. Eau De Parfum (EDP): It is lighter than Perfume, with an 8-15% concentration, but still has long lasting characteristics, from 3 to 5 hours. It is less expensive than pure perfume. Eau De Toilette (EDT): It is lighter than EDP, with a 4-8% concentration of the essence. It usually lasts for 2 to 4 hours. Eau De Cologne (EDC): It is lighter than EDT, often referred to just as Cologne and has the greatest dilution of fragrances with a 3-5% concentration of perfume essence. It usually lasts for 2 hours.
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The differences among these are the amount of essential oils in the fragrance. The most potent type of fragrance that you can buy is the straight perfume. Next would be Eau de Parfum, then Eau de Toilette, and finally Eau de Cologne. The higher the percentage of essential oils the longer your fragrance will last, and the less you need to apply.
PERFUME BLOGS
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When researching I looked at these blogs to see how they review fragrances and analyse how they engage with the viewer.
MARKET RESEARCH The Fragrance market is highly influenced by celebrity endorsements, but recent trends indicate marketers are extending the brand equity of celebrities to launch Fragrances under their names. Marketers are extending their distribution strategy to incorporate internet retailing as one of the distribution channels for Fragrances. Fragrance concept stores are improving consumers’ interaction with in-store teams to identify their changing needs and increase the chances of repeat business with the cross selling and up-selling of Fragrances. Social Media platforms and associated interaction are helping marketers to market the product and even get reviews about the success of their Fragrance range.
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By segment, women’s fragrance have been traditionally leading the overall market and is expected to continue to generate strong demand over the coming years thanks to innovative products. Following the change in perceptions towards the importance of male grooming and smelling good, the men’s fragrance segment is expected to exhibit greater growth than ever before. In addition, the growing importance of grooming among teenagers and young adults is also expected to boost market prospects in the coming years.
PERFUME BOTTLES
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Bottles and designs are shaped to fashion brand and the name of the perfume, relevancy is key when designing a perfume bottle. Personally I feel bottles that are eyecatching are ones I tend to reach out for.
PERFUME BOTTLE PACKAGING
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Every perfume comes with packaging- these are a couple which personally I like. Very simple but effective and classic which is something I want to convey in mine.
PERFUME BOTTLE MANUFACTURERS Continental bottle co
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A complete package including decorated glass, pump, actuator, shroud and cap can be supplied or just the individual components. Private tooling of any component or unique decoration can be supplied to enable your product to be distinguished within the market place. A design service is available and they can assist you with your individual bottle or cap designs. They can also help you through the various design stages and pilot sampling through to the final production of your item.
CHOSEN SCENT I wanted the scent to mainly focus on a smoky and earthy scent to express the brand.
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Notes: Orange blossom Bergamot Mandarin Sage Iris Jasmine Rose Ylang-ylang Cedarwood Vetiver Styrax Leather Amber Vanilla.
PERFUME BOTTLE DESIGNERS
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Marc Wittenburg
Marc Rosen
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Since starting with Avon in 1972, Rosen has designed iconic perfume bottles for Burberry, Elizabeth Arden, Karl Lagerfeld, and so many more, winning seven FiFi awards—the fragrance industry’s Oscars—in the process. “The bottle should be the physical embodiment of the fragrance,” says Rosen. He maintains that the packaging is a perfume’s “silent salesman.”
COMPETITORS The brand ‘Religion” has many similarities to All Saints linked to it’s image. It has the same dark essence to it’s garments and very grunge inspired. -Anaemic looking bottle and packaging with an Alexander McQueen inspired feel to the exterior.
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£30 50ml bottle retailed in Boots
FRAGRANCES LAUNCHING
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These fragrances are launching in July 2014- I included these just to see what my scent will be competing with at roughly about the same time.
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PERFUME BOTTLE SKETCHES
Rough design sketches of exterior of bottle before getting a 3D graphic
Birds eye view of the top of the bottle
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PERFUME BOTTLE 3D GRAPHICS
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Front and back view of bottle
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To be launched: September 2014
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FINAL PERFUME BOTTLE
PERFUME COSTINGS RESEARCH
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Articles on Production and distibution in which I took account when costing fragrance.
FINAL COSTINGS The value of the fragrance to produce is low with prices from £4 which includes perfume bottle and packaging. I calculated a retail price based on the market and competitors rates of which they retail their fragrances.
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Distribution: £30.00 Retail Price: £45.00
TARGET MARKET AGE: 18-35 GENDER: Mainly female consumers ETHNICITY: Caucausaian, Asian, American, European, African
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As analysed and shown from primary research. I have gathered that All Saints customers are mainly female. Is this due to the layour of the store in which womenswear is always at the forefront? Many who shop at All Saints are customers who have bought and are returning customers as well as tourists who are ecompassed by the interior and exterior of the store.
THE AVERAGE FEMALE ALL SAINTS CONSUMER
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25 year old who is young, style conscious and has a reasonably good income Lives in the city of London Likes a dark aesthetic in terms of fashion, art and music Someone who values watching fashion shows and keeping up to trends. Interested in music, alternative and rock Interested in being unique and being unidentifiable in terms of clothing.
PERFUME AD INSPIRATION
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I love the head shot, she looks so graceful but depicts a powerful image at the same time. The white hair stands out in black and white, extrememly vivid.
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To get a feel of the brand and vision of the campaign
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MOOD BOARD
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SHOOT INSPIRATION
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Minimalistic, simple and sleek is what I am basing my shoot on. Shooting in black and white is one of the main themes that All Saints conveys.
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ALL SAINTS CAMPAIGNS S/S 2009
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A/W 2009
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S/S 2010
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A/W 2010
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S/S 2011
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A/W 2011
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S/S 2012
A/W 2012
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First time All saints used a promotion video as a marketing tool.
S/S 2013
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“Portraits of a collection”
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A/W 2013
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CURRENT CAMPAIGN
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LOGO JOURNEY
The overall image of the logo is a direct representation of what the company is about and where it originated from. The text used is the same size throughout and the typeface is also capitalized. The logo design is very simple yet giving the brand itself a modern and stylish look to it making it appeal to a range of audience.
BRIGHTON
OXFORD STREET
EMBANKMENT
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SHOOT LOCATIONS
CHOSEN LOCATION Hungerford Bridge,LDN
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This location was a perfect back drop to go with my vision of the campaign. I wanted the location to have a city background
HAIR AND MAKE UP IDEAS
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Wanted a smokey eye as it shows up well in black and white but is also extrememly sexy to depict the empowering woman which is what I wanted to convey.
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PHOTOGRAPHER INSPIRATION Emily Bailey
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I strive to create images which show off the beauty of the individual, and find the way that fashion can transform a personality, or express individuality, completely fascinating. I am influenced by portraiture and making a connection with the subject. I find a lot of inspiration in pop culture, from music to motion picture, and I find that collaborating with creative teams makes my photo shoots come to life...
NARRATIVE OF THE SHOOT
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City girl living in London exploring the scenery in an All saints black mac and a basic tee to depict the essence of All Saints and the everyday look of an All Saints girl. Using the backdrop of the London city epitomises the British brand- modern, sleek and eclectic.
Did these test shoots in Brighton just to get a jist of my camera and style of the shoot. I learnt that doing a test shoot is extremely wise as I found I didn’t like these shots in the end.
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TEST SHOOT IMAGES
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TEST SHOOT EDIT
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FINAL TEST SHOOT IMAGES
A mock up of what the advert would look like using rough sketch.
FINAL SHOOT MAKEUP AND HAIR Makeup: smokey eye using Barry M eyeshadow and maybelline mascara with a lightly covered foundation base by revlon with added bronzer by Benefit cosmetics
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Hair: High ponytail slicked back exposing facial features.
OUTFIT
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Mac: All Saints White T- shirt: Max Studio Leggings: H and M Boots: All Saints Rings: H and M
FINAL SHOOT IMAGES
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Shot at 4.30pm I wanted to test different angles and lighting.
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FINAL SHOOT EDIT
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BLACK AND WHITE EDITS
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FINAL CAMPAIGN IMAGE
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CAMPAIGN ON WEBSITE
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CAMPAIGN ON MOBILE AND IPAD
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CAMPAIGN ON ALL SAINTS APP
CAMPAIGN ON INSTAGRAM
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One of the main free social media apps used to campaign the fragrance using the hashtag ‘#allscent” will capture the viewers attention and create a buzz.
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CAMPAIGN ON FACEBOOK
COSTINGS FOR CAMPAIGN
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Bound in scent strip in magazine: £22,000 Social media managing: £740 PCM On mobile and ipad: £4.00 CPM Clothing: Stylists own Model: Free rates Make up: Stylists own Photography: Free rates Editing: Free rates
BEHIND THE SCENES
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Some shots of me in action!
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EVENT The official launch will be at Regent Street with special guest performance by one republic, a live stream will be featured on the website to view the nights entertainment. You won’t want to miss this exclusive event for the highly anticipated fragrance!
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Guests invited will be media along with exclusive public invites as well it will be a first comes first served event when RSVP’d.
IN STORE LIVE BAND one republic
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As fans of All Saints, and previous performers, One republic would be a fantastic addition to the All Scent launch for entertaining the audience. As a popular band a lot of people are fans of the band which in favour can create promotion for the brand.
PHOTO BOOTH
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Company ‘say fromage’ can be used for up to 4 hours for entertainment!
PROMOTIONAL OFFERS
ŠAnnalea Ku
Using promotional offers gives the consumer an incentive which can boost the sales of fragrance.
HASHTAG CAMPAIGN VIA TWITTER AND INSTAGRAM #ALLSCENT while holding a sign in photobooth, this will then be hashtagged via instagram and twitter along with the location
ŠAnnalea Ku
@allsaintslive
LIVE STREAM
ŠAnnalea Ku
A live stream via the All saints website and youtube will be viewable worldwide, as the exclusive event is in London for obvious reasons many people won’t be able to attend. All Saints thrive to serve everyone, by hosting a live streaming this will make everyone included
FOOD AND DRINK
ŠAnnalea Ku
Food and free bar will be served at the event the company i’ve looked at is called bubble and have had very good feedback from various other events.
EVENT COSTINGS
©Annalea Ku
Live stream via online: £1,029.97 Photo booth including CD and prints: £350 for 4 hours additional £75 for more Signs for hashtag campaign: £20.95 One republic live band: £450,000- £750,000 DJ: From £250.00 Guest invites: £80.00 for 500 invites Bar hire: £1,967 for free bar to guests Catering: £2,000
Inspired by previous All Saints events
ŠAnnalea Ku
EVENT INSPIRATION
©Annalea Ku
EXAMPLES OF PRESS PACKS
ŠAnnalea Ku
Hard copy press packs are still readily available however a lot of brands are now going digital. Due to the fragrance needed to be tested i feel a hard copy of a press pack would be beneficial providing a digital one as well for clients.
©Annalea Ku
PRESS RELEASE EXAMPLES
©Annalea Ku
©Annalea Ku
FINAL PRESS RELEASE
Includes: Sample of fragrance Invite to launch party Press release Brand Brochure
ŠAnnalea Ku
FINAL PRESS PACK
ASSIGNMENTS AND EXHIBITIONS Shop Report Introduction Known as one of Europe’s most expensive retail locations in the heart of Central London; Bond Street, where many exquisite fashion and demographics all merge into one to create a diverse outlook on one of the world’s most expensive street. Luxury leather goods are popular amongst the crowd and two quintessential British designers who are renowned for their leather are Anya Hindmarch and Mulberry.
©Annalea Ku
Anya Hindmarch: • Sells Leather goods ranging from key rings to handbags. • Focus on the clutch reigning from Queen Elizabeth, which shows the British heritage of the brand. • Quite a variety of colours dominate the store, logo prints seem to be popular with the brand. • Bespoke personalisation section instore upstairs, special hand craftsman so you can see who makes it there and then. • Price ranges from £95-£4000+ • A very homely, small and a quant feel to the store, feels as though you’re walking through a journey. The pictures embossed on the walls show that there is a distinct homely feel to make the customer relaxed. Mulberry: • Sells leather goods as well as clothing- main focus on accessories. • The store is spacious, open and very bright. There is a juxtaposition between brickwork and wood to gold reflective metal; transitioning to a modernistic style. • Clothing was more focused in the outskirts of the store and the back; accessories were in between with a main central focus on shoes in the middle of the store surrounded by a circular trap like feature. • Price ranges £70- £4,500+ • Consumers of the brand were foreign specifically Chinese- cheaper in the UK appeal to the international consumer due to exchange rates.
Comparison between the two stores
ŠAnnalea Ku
The two stores have similarities in what they sell; leather goods. Anya Hindmarch focuses on the bespoke element in her designs she wants to stay true to the customer. Mulberry has a more diverse feel to the brand and has a range of products, which I feel disconnects to the stable family brand that Mulberry is. The store assistant said that they are moving to a modernistic approach, for me I feel this will damage the brand; the original rustic feel to brand will lose this touch which is a shame. Anya Hindmarch store feels more appealing due to its small capacity, even the smell of the store smelt homely and more attracting. However I could argue the fact that mulberry is open and spacious which appeals to the consumer due to it’s amount of space; it seemed very fresh and clean and somewhat minimal which I liked.
#belowtheknee Instagram ‘hashtag’ trends are becoming popular with many fashion brands who use the app to promote their campaigns and raise brand awareness. Most recently, ALLSAINTS have launched a new luxury footwear collection ‘Below the knee’ which sees a move towards innovative and sophisticated footwear design that’s hand crafted in Italy using premium leather. Chief creative director, Will Beedle wanted to use ‘real women’ to engage the global appeal of the brand. The use of instagram is a great aesthetic and an innovative way to do this, with a global community of 150 million across the world; it’s no wonder that labels such as Jason Wu, Michael Kors and Kate Spade use the app as an image bank and a showcase to exploit their work. The # campaign sees a new promotional technique by AllSaints that I believe could become extremely popular and a great success. So be creative and capture your own ‘below the knee’ campaign in black and white using the #belowtheknee tagline and mentioning @allsaintslive, upload on instagram and you could see yourself winning their competition to win a pair of shoes from this collection and a trip to London!
©Annalea Ku
©Annalea Ku
ISABELLA BLOW FASHION GALORE
©Annalea Ku
©Annalea Ku
ICA EXHIBITION
ŠAnnalea Ku
Illustrates creativity between the post punk era and the present day- a legacy that underpins London’s creative potential in the present. Deploying over 50 virtrines, alongside video works, installations and billboard sized images, the project brings together a wide range of multi- disciplinary practice including art, fashion, graphics, craft and design, highlighting the idea that distinct and differing art forms can exist in the same space at the same time.
©Annalea Ku
CARNABY ECHOES
CLUB TO CATWALK Club to Catwalk: London Fashion in the 1980s explored the creative explosion of London fashion in the 1980s. Through more than 85 outfits, the exhibition showcased the bold and exciting new looks by the most experimental young designers of the decade, including Betty Jackson, Katharine Hamnett, Wendy Dagworthy and John Galliano.
ŠAnnalea Ku
The exhibition traced the emerging theatricality in British fashion as the capital’s vibrant and eclectic club scene influenced a new generation of designers. Also celebrating iconic styles such as New Romantic and High Camp, and featuring outfits worn by Adam Ant and Leigh Bowery, the exhibition explored how the creative relationship between catwalk and club wear helped reinvent fashion, as reflected in magazines such as i-D and Blitz and venues including Heaven and Taboo. http://www.vam.ac.uk/content/exhibitions/exhibition-fromclub-to-catwalk-london-fashion-in-the-80s/about-the-exhibition/
UNITED VISUAL ARTIST MOMENTUM
©Annalea Ku
DAZED “ As I entered the exhibition I initially found it quite sombre and un nerving. The vivid, bold darkness made me quite anxious and I was always looking round my shoulder as if someone was creeping. I found that when I passed through the various structures i felt very calm and relaxed, almost as if i was in a trance.”
ONLY IN ENGLAND- TONY RAY JONES AND MARTIN PARR
©Annalea Ku
Exhibition about the relationships between Martin Parr and Tony Ray Jones who were linked by a talent for social observations in their imagery. This exhibition was one of my favourites as most of the images were actually based in Sussex which is where i’m from! This related ot my project as all of the images were in black and white so i could really get to see the effect it has on the viewer.
MARTIN CREED: WHAT IS THE POINT?
The balloon room!
ŠAnnalea Ku
Creeds work occupies the entire gallery including its three outdoor sculptural terraces, entrance foyer, lift and even the toilets. Sight and sound converge in all of the galleries and works vary in scale from monumental sculptures to almost unoticeable interventions
©Annalea Ku
BURBERRY INTERACTIVITY CASE STUDY
REFERENCES Page 2: Images taken from various Gossip and fashion magazines American Apparel: http://www.theguardian.com/media/2012/dec/12/american-apparel-ad-banned-asa Ribena: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=lVXhoSlIp0L7_M&tbnid=xGw6YV3GgmcgrM:&ved=0CAUQjB0&url=http%3A%2F%2Fwww.ribena.co.uk%2Four-adverts%2F&ei=7HYiU4TRCIiThQeQ2YHQBQ&bvm=bv.62922401,d.ZG4&psig=AFQjCNHpx_vDz_onoHq6LEXkvwoNjXYHXQ&ust=1394853990109637 Ipod: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=qVziQMse0a9QrM&tbnid=ySfJJSPKCLQqfM:&ved=0CAUQjB0&url=http%3A%2F%2Fwww.worldofapple.com%2Farchives%2F2008%2F09%2F10%2Fapple-posts-ipod-nano-and-ipod-touch-adverts-online%2F&ei=FnciU_2PLs6qhAetqYHwDg&bvm=bv.62922401,d.ZG4&psig=AFQjCNFl_jkw9vhpqOcWoKHgZF9qOJvAIw&ust=1394854034287867
Garnier ad: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=iwV3f6PuMPJuZM&tbnid=HE5K4mysaPpT-M:&ved=0CAUQjB0&url=http%3A%2F%2Fwww.celebrityendorsementads.com%2Fcelebrity-endorsements%2Fcelebrities%2Fsarah-jessica-parker%2F&ei=j3ciU6bECs-rhAey_YGYCA&bvm=bv.62922401,d.ZG4&psig=AFQjCNGpLAa5gy5M1SgENKUKc-wPRF8X7g&ust=1394854157158594
ŠAnnalea Ku
Lurpak: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=wTUAH9H_rlq_jM&tbnid=immx8z1J-uT9NM:&ved=0CAUQjB0&url=http%3A%2F%2Fwklondon.typepad.com%2F.a%2F6a00d8341c823e53ef0162fdaae31c970d-popup&ei=TnciU7T5GYu3 hAfHqoHoBg&bvm=bv.62922401,d.ZG4&psig=AFQjCNF9S3HBgWtqD9L8mVReiYz5zfTvlA&ust=1394854091979959
Revlon ad: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=xUzITT8Lxtr10M&tbnid=RcCFPFMF8ARi_M:&ved=0CAUQjB0&url=http%3A%2F%2Fnews.instyle.com%2F2010%2F07%2F15%2Fjessica-biel-gets-bitten-in-her-new-short-filmfor-revlon%2F&ei=wHciU8HMG8SshQe4iID4Aw&bvm=bv.62922401,d.ZG4&psig=AFQjCNHch2SIuMGs6zm52BB-alTjR_fSQ&ust=1394854206030697 No 5 ad: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=Ozg6THG4Tik_5M&tbnid=NkOwE1iAiDNX4M:&ved=0CAUQjB0&url=http%3A%2F%2Fwww.hardzine.com%2Finevitable-recapping-brad-pitt-for-chanel-no-5%2F&ei=4nciU6rmK8OShQeg7ID4Cg&bvm=bv.62922401,d.ZG4&psig=AFQjCNEV3AgObiMZ1VtD9MaZFBs_2Chvsw&ust=1394854241116319 Dior ad: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=7zWYIAFOC5J8yM&tbnid=LrjabSdZhJdWGM:&ved=0CAUQjB0&url=http%3A%2F%2Fluxpresso.com%2Fnews-couture%2Fmila-kunis-channels-50s-style-for-miss-dior-campaign%2F14198&ei=H3giU7n-BsWBhAe88IDgBA&bvm=bv.62922401,d.ZG4&psig=AFQjCNH4PdRif0TrDZdw2VZh81mLBtt6oA&ust=1394854287761307 Pepsi ad: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=csvSwYzdbMFBFM&tbnid=dzRb2fRx_8AmXM:&ved=0CAUQjB0&url=http%3A%2F%2Fkmojfm.com%2Fare-you-feeling-beyonces-pepsi-ad-campaign%2F&ei=PXgiU9G-I8HxhQf3vICICw&bvm=bv.62922401,d.ZG4&psig=AFQjCNH2cqY7ILwQH25VAmPHcPDiRA9hHg&ust=1394854330657825
ŠAnnalea Ku
Louis Vuitton ad: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=yfZKqyNPm446nM&tbnid=KoRGDH3uhTyVWM:&ved=0CAUQjB0&url=http%3A%2F%2Fstylefrizz.com%2F200906%2Flouis-vuitton-ft-madonna-fall-winter-2009-2010-ad-campaign-revealed%2F&ei=engiU7j6Gs2shQeuw4GwDA&bvm=bv.62922401,d.ZG4&psig=AFQjCNFycBnWZbG8pUGpm6CaMX6eWQxcSQ&ust=1394854385664645
Dior ad J Law: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=v9KQsPU75QQ-XM&tbnid=pYIGEXhOcFiqhM:&ved=0CAUQjB0&url=http%3A%2F%2Fwww.mamamia.com.au%2Fstyle%2Fone-tells-natural-makeup%2F&ei=oXgiU4uNIYSrhQesg4GgCQ&bvm=bv.62922401,d.ZG4&psig=AFQjCNFYvj79iY-5VJCeXzq5BQlcexEMBg&ust=1394854429214725 J’adore ad: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=P7RLDx8GiFfi6M&tbnid=2Lo5cw_mw7wskM:&ved=0CAUQjB0&url=http%3A%2F%2Fwww.acontrolledsubstance.com%2F2011%2F09%2F25%2Fdior-eyes-deceive-you%2F&ei=zXgiU47RFpOthQfJmoG4Cw&bvm=bv.62922401,d.ZG4&psig=AFQjCNFwsUeYBEPyzMK_gfMGYnum6aB0eg&ust=1394854463469183 D and G ads: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=8fejuZV1qLxuhM&tbnid=Eh9mq09HyGXylM:&ved=0CAUQjB0&url=http%3A%2F%2Fblogs.longwood.edu%2Fadvertising3%2F2012%2F10%2F11%2Fdolce-gabbana-ad%2F&ei=8XgiU9uEJsvxhQeyroC4DA&bvm=bv.62922401,d.ZG4&psig=AFQjCNEbqDoLEd1LlbQJEapVpZvwzYiCFQ&ust=1394854510568823
Tom Ford ads: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=ANyenb4UF-E2tM&tbnid=v8v7ecQdMmCzzM:&ved=0CAUQjB0&url=http%3A%2F%2Fgroomingguru.co.uk%2Ftag%2Ftom-ford%2F&ei=RnkiU4XaIZSqhQfgzID4Bg&bvm=bv.62922401,d.ZG4&psig=AFQjCNG75mo7P2FIyv06jeUyr193B4OIvg&ust=1394854585737889
©Annalea Ku
Benetton ads: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=kP0W8PJWzCq5cM&tbnid=dB2I5iNEMOruVM:&ved=0CAUQjB0&url=http%3A%2F%2Fwww.photoguides.net%2F10-powerful-photographic-ads-from-benetton&ei=H3kiU6y2E4nLhAe-n4CACA&bvm=bv.62922401,d.ZG4&psig=AFQjCNHWy5yFKBkK9696dAn4nbXdgCFKEg&ust=1394854553195091
The future of advertising: http://gigaom.com/2013/10/28/instagram-ads-and-the-future-of-brand-advertising/ Michael Kors: http://www.businessinsider.com/michael-kors-wins-with-first-instagram-ad-2013-11 Campaigns gone mobile: http://www.luxurydaily.com/louis-vuitton-enlivens-print-campaigns-with-new-mobile-app/ Social media research: http://socialmediatoday.com/kate-rose-mcgrory/2040906/uk-social-media-statistics-2014 Brand: All Saints: http://en.wikipedia.org/wiki/AllSaints
ŠAnnalea Ku
All Saints shop report: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=17uBEOxrOOWDJM&tbnid=THAU-QcVxKqaNM:&ved=0CAUQjB0&url=http%3A%2F%2Fwww.192. com%2Fatoz%2Fbusiness%2Flondon-w1b%2Ffashion-shops%2Fall-saints%2F5b92c0b86add699a4cba3dbba05610d5c5bbfabf%2Fcomp%2F&ei=k-kiU43GL9GshQfLpIDICw&bvm=bv.62922401,d.bGQ&psig=AFQjCNGxwQs9Hvlcgt0COLPu6xju3fRbeg&ust=1394883336497232 NYFW: http://fashionista.com/2014/02/allsaints-fall-2014/
Fashion night out: http://Pinterest.com/allsaints What is perfume: http://www.rezaroma.com/2/news/Article/smid/1645/ArticleID/114/reftab/330/t/What-is-perfume.aspx Market research: http://www.marketresearch.com/Canadean-Ltd-v132/Focus-Trends-Developments-Fragrances-Sector-8015862/ Perfume imagery: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=2ChUdcq2AwhE4M&tbnid=GxiWhIntAkoHOM:&ved=0CAUQjB0&url=http%3A%2F%2Fwww.fragrancedirect.co.uk%2Fm1%2Fmarc-jacobs%2Ficat%2Fmarcjacobs&ei=eeoiU62HBcjKhAex1YCgDw&bvm=bv.62922401,d.bGQ&psig=AFQjCNHsKGSAyzoMQKEHgY8EsB98UBOL7Q&ust=1394883567727322 http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=XwlWKO8F0wo0LM&tbnid=zP6GJxNAWvUCbM:&ved=0CAUQjB0&url=http%3A%2F%2Fmuslimahbeauty.com%2F2013%2F01%2F27%2Fparfum-du-jour-juicy-couture-couture-la-la%2F&ei=leoiU_rfH5CRhQfpoIGYCQ&bvm=bv.62922401,d.bGQ&psig=AFQjCNFovzpTAi-EGS79F8zEtZc5Tw6u2A&ust=1394883602441553
http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=8tFrNCEGYPXZFM&tbnid=ltK0k2sxzGyEHM:&ved=0CAUQjB0&url=http%3A%2F%2Fwww.chemicalguysuk.com%2Fproduct_p%2Fvan. htm&ei=GOsiU-7kDIq2hQeV6YHICg&bvm=bv.62922401,d.bGQ&psig=AFQjCNGdSPN35i5Sg6Gjwm10DjTvONMpng&ust=1394883730239922
ŠAnnalea Ku
Scent imagery: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=O8j1TrMWaAsUmM&tbnid=m6DAm1mX2STaiM:&ved=0CAUQjB0&url=http%3A%2F%2Fwww.fragrantica.com%2Fnotes%2FLeather-156. html&ei=xOoiU4PRKsSThQedg4GgBQ&bvm=bv.62922401,d.bGQ&psig=AFQjCNGByiM9BVdn3wyQLP4C6ZF6LkCY4A&ust=1394883650400370
Competitor, religion: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=bqnklM7y2JadWM&tbnid=RuSEZj9aWfilIM:&ved=0CAUQjB0&url=http%3A%2F%2Ffleurdeforce.blogspot.com%2F2011%2F02%2Freligion-fragrance.html&ei=cOsiU8zGEcGphAeq44GoDA&bvm=bv.62922401,d.bGQ&psig=AFQjCNEoER2QMQaegwzyP59_IUHg6acvhA&ust=1394883822402200 Perfume costings: http://www.karengilbert.co.uk/the-cost-of-perfume-part-4-distribution Perfume ad inspiration: http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=Pe-p-r0jYQJJNM&tbnid=K7HFkOPd20vXtM:&ved=0CAUQjB0&url=http%3A%2F%2Fteknd.blogspot.com%2F2013%2F04%2Fnarciso-rodriguez-for-her. html&ei=4usiU7KuIdODhQe3j4E4&bvm=bv.62922401,d.bGQ&psig=AFQjCNHRaEMdVBFvtHhymQO18wWkwcp6ZQ&ust=1394883935985297 Mood board: http://www.pinterest.com/search/pins/?q=black%20and%20white%20make%20up Shoot inspiration: http://www.pinterest.com/search/pins/?q=black%20and%20white%20fashion All saints campaigns: http://www.pinterest.com/search/pins/?q=all%20saints%20campaign
ŠAnnalea Ku
Hungerford Bridge: http://www.pinterest.com/search/?q=HUNGERFORD+BRIDGE Hair and make up: http://www.pinterest.com/search/pins/?q=slicked%20pony%20tail Event inspiration: http://www.pinterest.com/search/pins/?q=all%20saints%20event