BRAND PROPOSAL By Charlotte Roulstone
ABOUT
The science of staying warm hasn’t changed for hundreds of years, and OROS knows that “outdated” has no place in outerwear. It’s why we tore our technology straight from the cosmos - the same stuff NASA uses to insulate spacecraft - and science’d it into max-warmth, zero-bulk apparel destined to take you beyond.
Who would have thought that the same science used to insulate spacecraft at -450°F could keep you warmer than a bunch of goose feathers?
“A REVOLUTION IN STAYING FASHIONABLY WARM.”
CONSUMER SPORTS & OUTDOOR MARKET
Millennials are the world’s
65.1%
LARGEST consumer group
55-64yrs 16.7%
34.9%
55-64yrs 15.6%
18-24yrs 11.7%
25-34yrs 24.1%
45-54yrs 20.4% 35-44yrs 27%
18-24yrs 13.5%
66.8%
25-34yrs 22.1%
45-54yrs 22.6% 35-44yrs 26.2%
33.2%
Figures via Statista
THE EDIT
OROS should create and promote a collection edit focused on ‘everyday’ style. A combination of menswear and womenswear will be featured within the edit. It will demonstrate versatility and practicality, from everyday exercise such as walking and running to winter sports such as skiing.
CAMPAIGN
ENERGETIC / FUN / ADVENTUROUS
#PLANETWARMTH
“Curiosity is the essence of our existence”
The campaign aim is to reflect the brand’s garment technology throughout the campaign, with subtle references to NASA. Colder climate locations will best represent the brand, with the consideration of settings such as national parks, ski resorts, and mountain ranges. This also reflects the brand’s inspiration of the Alps. The campaign video starts off with a rocket launch producing smoke, then using a smooth transition into a close up of snow spray from skiing. The camera then zooms out to capture the fast-pace movement of skiing. Various winter activities should be included in the campaign, with models wearing OROS to reflect the idea of warmth in a colder, icy climate. A combination of “go-pro” camera angles, wide shots, and slow-motion close-ups should be considered when shooting the campaign.
WEBSITE IMPROVING THE USER EXPERIENCE
Currently the website displays the products in a basic studio setting, with the image quality not to the highest standard. OROS should consider doing a location ecommerce shoot, aiming to attract greater customer engagement. This would also reinforce a key theme of OROS, exploring the outdoors. An ecommerce studio shoot should be reshot also, to ensure that product imagery is of the highest quality. Pixelation of images needs to be avoided. When scrolling through the product list on the website, the location product image should be the first view of the product that the customer sees before clicking the product for further details. When the customer visits a product-specific page, the studio images will displayed also, alongside the initial location photograph. Altering the product presentation on the website will engage the customer better and add to the user experience, as the product imagery will have a more exciting appearance.