A Portfolio Visuals for littleTOAST

A Portfolio of Visuals

By Charlotte Haslam 1

Visual Brand Identity

Discover Beauty a b c d e f g h i j k l m n o p q r s t u v w x y z

Logo, colour way, typography & Strapline

Brand Typography

AMATIC SC a b c d e f g h i j k l m n o p q r s t u v w x y z

Colour Way

logo variations

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Helvetica Neue Light a b c d e f g h i j k l m n o p q r s t u v w x y z

Visual brand Identity

Visual Merchandising & Packaging

Simple & to the point

Aesthetically Pleasing Clean Presentation

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Consumer Profile

Mother Brand

Lydia is a British 38-year-old woman living in rural Somerset with her husband and four children. Her husband commutes to London so is away from the strong family unit three nights a week. But he returns as much as he can to get a fix of their rural bliss. They are from the social class A (upper middle class) and live a comfortable lifestyle and like to save their money. She is from the consumer group DIMKs (Double Income Many Kids) and from the Generation X. Affected in her childhood from high divorce rates, fear of AIDS, recession and job insecurity. Lydia sought comfort in a self-sufficient culture, family unit and close knit friends.

She values family time and aims to work smarter not harder.

She went to school in Bath but wanted to get out of the bubble of Somerset and went to study History of Art at Edinburgh. Having graduated in 1998 she went and worked for a small art gallery and went on to start her own gallery in central London. Where she gathered the expertise of running her own business. With her own money and feeling financially independent, Lydia did not want to settle down until she meet her husband at 30. They stayed in London for three more years until they had their first child, Matilda, and Lydia found that she wanted to give her children the same idyllic life that she had in the country as a child.

Five years on and Lydia now owns and runs an artisanal-food company. Delivering the communities of Somerset with organic fresh produce from the local area. A vision that she applies in her home life too. With four children, all born at home in their old farmhouse just outside of Bath. Lydia loves the rural lifestyle and living as organically and self sufficiently as possible.

Living in Somerset they get their fair share of the British weather, so Hunter wellies and hard wearing outwear is essential. Although she does like to look stylish while driving her battered Land Rover down the high street or trudging down a rural path, brood of children in tow to the local primary school.

When buying for herself, Lydia likes to shop at lifestyle boutiques such as Toast and Jigsaw. Clothes lovingly made, with a higher price. But with a higher price comes longevity, which is important for her lifestyle. She doesn’t have the opportunity to go shopping for herself once a week, she is more likely to go once every two months for herself and once a month for her growing children. Therefore to make life easier for herself she likes to shop at brands that cater for womenswear, menswear, childrenswear and homeware. She also likes to be loyal to brands that have the same values and beliefs as her. For example Toasts strapline is ‘the handmade over the mass-produced, the considered over the rushed’, Lydia likes products with a story behind them and something that is unique to her personal lifestyle.

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Consumer Profile

New Sub-Brand

Libby is an 18-month-old baby girl. She lives in Winchcombe in Somerset with her Mother; Lydia, Father; James, older sister; Matilda who is five and 3 year old twins Oscar and Jessica. She is of the Generation Z, which means she will grow up never knowing what life was like before the World Wide Web. She along with her siblings will be the Web 2.0 generation and beyond (Web 2.0 describes web sites that use technology beyond the static pages of earlier web sites). She likes playing with her friends and older siblings, going to the park with her family and getting grubby and trying to help when her mother is making Hugh Fearnely-Whittingstall’s homemade pork pies.

Her Mother, Lydia loves her children and would love to keep them away for the stresses that 21st century life has to offer. Therefore she likes to keep them entertained with outside games, cooking organically with them and also showing them how to be self-sufficient. She loves having small babies to look after and care for and see’s it as social status to have many children. The family are fortunate and work hard for the social grade classification A (upper middle class) which lets them have many children, a opportunity not everyone is in the position to have.

As Libby is still very young, her mother plays the role of customer and consumer when buying Libby new clothes. For Libby as the core consumer, products have to keep her warm, comfortable and have room for her ever-growing body. These aspects are all important to her mother too but other features are important as well. Obviously she wants her little girl to look well put together, garments to be made well and have longevity and to buy from brands that match the same values and ethos that she holds herself. For Libby’s mother she likes dressing her young daughters because she knows that not long from now her daughters will have their own individual style. Which will not reflect the same values and ethos that Lydia holds herself. Especially with the draw of cheap fast fashion at their fingertips on the web. Lydia loves brands that supply womenswear, menswear, childrenswear and homeware all in one place. As this makes it easier for her when going shopping, with four children under the age of five years old because she can do all her shopping in one place. She likes showing brand loyalty and showing a running lifestyle theme throughout the young family.

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Promotional Strategies To make the consumer aware of littleTOAST, we plan to hold an event. Which will involve personal selling, sales promotion and PR. Previously TOAST has held events in collaboration with the spa company ‘Bathing under the sky’ at the Wilderness Festival, a family friendly event. The promotional event for littleTOAST will have to be suitable for all ages. The consumer for littleTOAST is principally the child but also the parent, who is the customer, they are purchasing the product but they are also the consumer because they are choosing the garments their child will wear. Through credit cards, loyalty schemes, mail order details and details from social media we will be able to derive a group of specific loyal consumers, who have children.

There will be two events.

Two weeks before the launch of the e-commerce store and a week before the key London store launches. We will hold a small PR event for press in a strategically chosen London TOAST store. Magazines like Harpers Bazaar (which featured the article Nouveau Peasant, which is based loosely on the littleTOAST consumer), Elle Decoration, Home and Garden and broadsheet newspapers like the Telegraph (which already features TOAST heavily and matches the target demographic), will be invited and encouraged to feature in their publication. Press packs will be sent out in July, which will include look books, general information about the new sub brand and their invitation to the PR event in November. This will allow a good lead time for the media to have PR pieces ready for the Christmas gift giving period.

The other event will be held at the Wilderness Festival, on the 7th-10th August 2014. TOAST has already held successful events at the festival. The festival is family friendly so will be targeting the correct demographic and target group. People who already buy items from TOAST and are bringing their children along to the festival. It may also attract individuals who may not have heard of TOAST before, but are interested in littleTOAST, because women tend to spend more on their children than on themselves. The new littleTOAST collection will be on display and available to purchase along with creating a unique experience for the consumer. 10% of the profits raised from the sales at the Wilderness Festival will go towards a chosen childrens charity.

In the future, loyal consumers who have the family loyalty card and would be interested in littleTOAST will be invited to exclusive seasonal events at the key London store to preview the new littleTOAST collection, this will be rewarding them for being brand loyal to littleTOAST. Boston Consulting Group senior partner Jean-Marc Bellaiche says, ‘In an era of over consumption, people are realising that there is more than just buying products… buying experiences provide more pleasure and satisfaction’.

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to make the consumer aware of littleTOAST

Promotional Strategies

Intriguing the consumer to purchase from littleTOAST

To intrigue the target audience or demographic to use the brand, we would like to propose the idea of creating an m-commerce mobile application for smart phones and tablets. Looking into the success of our attractive look books, they entice the reader of the notion of creating a lifestyle for themselves. Digital and social is fairly new promotional strategy, but has had astounding success. With one in every five owning a smart phone and one in seventeen owning a tablet, it is an ever growing market and an opportunity not be missed by a new sub brand in an expansive market and retail sector.

M-commerce has grown by up to 500% over the last two years (July 2013). The app will be compatible with both smart phones and tablets, as a study published by Coffee Table titled, ‘The shopping mind-set of the mobile consumer’, found that tablet users are more likely than smart phones users to engage in online buying and browsing, with 64% of mobile users making no purchases on their mobile devices in the last month, compared with tablet owners who made 3-10 purchases per month. We will also be updating our e-commerce website to be compatible with mobiles and smart phones.

31% of mobile Internet users go online on their phones and it is shown that 61% of customers who visit a mobile unfriendly site will then visit a competitor’s site that is compatible (Fig 16).

Having different sections for all of our stock but mainly focussing on the new added section of littleTOAST to familiarise the consumer with the new sub brand. You can also purchase items through the app, which is easy and time efficient for the consumer. As luxury retail designer, Diane von Furstenberg tells W magazine, ‘it’s a step in our growing business, because we want to give people the option to shop in whatever way they want’. It will have tips and advice on bringing up baby, living the littleTOAST lifestyle, through organic; luxury living linked through the littleTOAST blog. It will also have a forum where new mums can go and find out information from women who share the same ideals and ethos as themselves. Finally the app will include a wish list section where the customer can browse the online store. This can then be posted onto social media platforms therefore attracting and intriguing new consumers.

The app will be aesthetically pleasing and should reflect TOAST and littleTOAST’s brand image, in the same way that the brick and mortar stores do. The brick and mortar stores will cater to the customer who is looking for a special retail experience, whereas the mobile and tablet solutions will be there for customers who know what they are looking for and want to make a quick purchase, through an easy

The TOAST website

My blog which displays more work from littleTOAST

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Promotional Strategies Finally to make the consumer an advocate of littleTOAST we will be introducing a family loyalty card, this includes the promotional strategies of direct marketing and sales promotion. It will use a RFID tag to give littleTOAST a greater understanding of market research, basic demographic information and to monitor spending habits resulting in offering the consumer more choice.

This uses a pull strategy, the idea being that the loyalty card creates a demand and entices the consumer in. This will help us collect data and statistics about what specific groups are purchasing and to target them with precise emails and mail of special offers and sales to suit their shopping needs.

There is evidence to show that woman are most likely to try new brands and develop brand loyalty when they are pregnant.

‘There are … some brief periods in a person’s life when old routines fall apart and buying habits are suddenly in flux. One of those moments is right around the birth of a child, when parents are exhausted and overwhelmed and their shopping patterns and brand loyalties are up for grabs.’

The New York Times, Charles Duhigg, 2012.

The loyalty card will work to find out what the consumer is regularly purchasing, whether that be the higher priced premium items or entry priced items, essentially their favourite and most likely to purchase product. Rewarding them for purchasing and encouraging more spending with TOAST and littleTOAST. They will then be encouraged to spend by receiving vouchers on their favourite items or early entry to sales before other customers. 10% will also be deducted from the total price of a shop when a product is bought from womenswear or menswear and purchasing something within the littleTOAST section or homeware. Segmenting our sales offer makes for easy purchasing and allows a woman to buy for herself, her husband and child. This is to build brand loyalty within the family and encourage family shopping. With offering a spending and rewarding opportunity for all consumers that it is not excluding anyone.

The cost of this obviously requires budgeting into the original promotional strategies, but this method provides an immediate feedback if marketed at the right consumer. And can potentially turn occasional shoppers of TOAST into regular purchasers of littleTOAST and the whole brand.

Our aim is to identify positive behaviours we would like to reward and habits that we seek to change in order to make littleTOAST more profitable. In an environment where winning new customers will get harder, it is more vital than ever before, that we cherish and reward of current consumers loyalty. They are the brands best advocates and will recommend to others if they are being rewarded, cutting down on marketing costs.

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Making the consumer an advocate of littleTOAST