CH LOE JAC KS O N SPECIALITIES: DESIGN LAYOUT, BRANDING, CREATIVE MARKETING, STYLING.
WHISTLES// FASHION FILM 17
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WHISTLES - AUTUMN// WINTER 17
FASHION FILM Throughout our fashion branding project we were given the task to represent a brand and create a fashion film. I went down the route of menswear as this is something I hadn’t focused on. I researched various different fashion brands and decided to choose Whistles. The minimal, sophisticated aesthetic of the Whistles brand fit my style of work well. Throughout the project I researched styles, outfits, colours, hair styles and makeup that would fit the season Autumn/ Winter.
STYLING AUTUMN/ WINTER DETAILS / LAYERING
WHISTLES// FASHION FILM 17
WHISTLES/ FILM MOODBOARD
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WHISTLES// FASHION FILM 17
SOCIAL FILM EDIT 1
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Whistles is a ultramodern fashion brand located in London, their take on clothing is clean, structured and sharp. So it was essential the visuals and the video content reflected these brand values. Fixating on their menswear range and campaigning for an autumn winter collection. The brand essence of whistles is contemporary, elegant, and positive.
WHISTLES// FASHION FILM 17
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The brands target customer audience is roughly from mid-twenties to late fifties. The products they sell are for formal events and day to day business work. They emphasise on high level of craftsmanship. They consistently show their quality within their clothing and accessories. Whistles consumers want to look different in a professional style to others without looking like he or she is trying too hard.
WHISTLES// FASHION FILM 17 WHISTLES - AUTUMN// WINTER 17
WHISTLES// FASHION FILM 17
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As I was representing Whistles I wanted to make my film look confident, elegant as well as strong which represents the brands personality. The location was set on Studlands beach with close ups of the sea and grass scenery. Showing subtle details of the products that whistles use in their photography. The sand dunes and grassy scenes were perfect for the elements of the brand whilst showing the aesthetic throughout. It is set for an autumn winter collection, promoted on Vimeo, as this is where whistles advertise their campaigns. Editing the film I focused on the colourists of it and making sure I showed the brand identity throughout. Social edits were used for Instagram, advertisement and website mock ups and was made along-side the final film. When organising the day of the film I had to create a story board of how it was going to be produced, I came up with the idea of making the fashion film a journey. The journey was to show the whistles male collecting a bag that he desired and then finishing the journey with the final product. The sandy musky beach location chosen, was ideal as for the story I wanted to created it to fit the scene really well. We started filming from the sea and worked our way up along the beach to a forest area where the film would finish.
WHISTLES// FASHION FILM 17 Whilst filming, I also took picture stills and polaroid’s in order to enhance the musky aesthetic to further market the Autumn// Winter campaign. Using the stills, I created website mock ups, advertisement boards and social media pages. The aesthetic was consistent through the marketing and the editing of the video content.
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WHISTLES// FASHION FILM 17
FROM LOW END HIGH STREET TO LOW END DESIGNER HIGH PRICE HUGO BOSS RIESS DEBENHAMS MARKS AND SPENCERS
WHISTLES
TED BAKER
NEXT
COS
LOW FASHION
During the research of the brand, I also researched Whistles closest competitors such as Cos, Reiss and Jigsaw and to see what they were producing for marketing and advertisement. I also displayed this on a brand positioning map and competitive matrix. The brand positioning map shows a clear understanding of on where whistles sits within the fashion market as well as finding out its closest competitors. On the brand positioning map, it’s compared from high fashion to low fashion and high price with low price. Reaching down from low end high street to low end designer.
FRENCH CONNECTION JIGSAW HIGH FASHION
URBAN OUTFITTERS ZARA
H&M PRIMARK
ASOS
TOPMAN
RIVER ISLAND
LOW PRICE
COS
WHISTLES
RIESS
HUGO BOSS
Worldwide, based in main cities.
Worldwide, some stores abroad do not online orders.
Worldwide, 163 stores in total including the UK.
Based in the UK however, sells in countries such as the USA, Africa and Australia.
High end high street retailers.
Low end designer, very few stores in the UK.
Low end designer.
High end high street retailers.
Aimed at men and women aged 25 to early fifties.
Aimed at men and women aged 25 to early fifties.
Aimed at men and women aged 25 to early fifties.
Aimed at men and women aged 25 to early fifties.
Advertises on social media such as Instagram and Facebook.
Advertises on social media such as Instagram and Facebook.
Advertises on social media such as Instagram however no Facebook profile.
Instagram is regular used, however Facebook is not updated as much.
Pricing
A mens coat would be priced from 150 to 400. However some boutique items are more expensive
A mens coat would be priced from 100 to 250. Slightly lower than Whistles.
They have a wider price range for coats, from 150 up to 800 dependant on quality wanted.
Mens outerwear ranges from 150 to 400.
Products
Sells mens and womens wear.
Sells mens, womens and children’s clothing and accessories.
Focuses on mens, womens and children’s wear.
Sells a wide range of mens, womens and girls clothing as well as home accessories.
Website and online lookbook.
Website, online magazine, studio of campaigns and projects they are working on.
Website, online blog and videos.
Website, look-book and online blog.
Smart, Ultramodern, tailored, sophisticated.
Very minimalistic, and sharp edge to their products.
Smart, edgy and boxy.
Very modern, clean cut and sharp.
Market Share
Market Segmentation
Targeting/ Audience
Promotion
Technologies
Aesthetic
WHISTLES// FASHION FILM 17
COMPETITIVE MATRIX
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S WHISTLES// FASHION FILM 17
SWOT ANALYSIS
COS is a very sharp sophisticated fashion brand and they target their customer well. They sell a wide range of products compared to Whistles. The sound of COS film was very well done, showing the little details of their garments that most brands lack to show.
COS focuses well on product details within their fashion films as well the whole outfits. They show consumers their personality using minimalism movements and showing looseness of shapes. They advertise these films on YouTube however like Whistles they do not show a great deal of making consumers aware that it is advertised. This is where whistles weaknesses are, they have very few fashion films. The ones they do have are from 2 or more years ago, this lets the brand down by not advertising and promoting the company as much as they could.
W
Designs are shapeless, doesn’t use eye popping colours. Website lacks excitement even though its minimalistic. Only advertises its fashion films on YouTube where as they would get more attention if they were shown on their website.
O T
Potentially start a home ware range, with interior tips. Campaign on women’s and menswear collections photographed together. Junior boys and girls modelling for advertisement, using a minimal location however using certain props in the shoot to impact the details of the clothing.
Their collections are too similar to each other. They don’t show a vast of advertisement and lack of fashion films.
S
W
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SWOT ANALYSIS
They have good sources of advertisement including their fashion films. They use strong quality fabrics throughout their collections. Shows spots of colour within their collections.
Website is over worked compared to the style of the brand. It’s over worked and squished. The photography doesn’t show a lot of light and this lets the brand down as it doesn’t show the quality of the products.
O T
Start up children’s clothing, home ware and beauty collections. Start networking and building up their social media and focusing on the website.
REISS films show simplicity throughout, they advertise fashion films on their website and this makes it easier for consumers to see what their brand identity is like. Have a mixture of men’s and women’s wear in the same film, opposed to having separate ones. Social media does not show the brand identity as well as it should. Almost too many products, and not laid out well. Compared to COS and WHISTLES they don’t focus on the details of the garments.
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WHISTLES// FASHION FILM 17
BRAND ANALYSIS Whistles sits in the high end chain retailers on the market segmentation pyramid. They are performing well as a company especially since its re-launch in 2008. They have worked hard to regain this the position they are in now. The brand is now growing and is becoming more popular. The transformation of the label involved campaigns and new lines that were genuine and authentic. The whistles market share is becoming niche, and is very loyal. The brands values lay within how whistles operates, and shows that they care and ensure consumers get treated exceptionally. They create friendly personal relationships with their consumers. Quality, detail and being genuine is what keeps Whistles consumers interested and coming back. They have unique characterizes such as the embedded logo on accessories, small attention to detail attracts consumers and is what defines them as a brand and creating the brand image.
“A tightly edited wardrobe of classic pieces, the collection focuses on longevity and quality rather than flash-in-the-pan trends.� The Independent The company’s logo is just the name of the brand, they use a thick chunky font. Using a solid white back ground and black font, they associate this with their consumers. Its memorable. The brand itself keep the packaging and swing tags as minimal and using the smart black and white label. The Whistles store aims to show a calm relaxing environment and well laid out products.
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SOCIAL FILM EDIT 2
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BRAND ONION ESSENCE – quality – modern – sharp – elegance
VALUES – creates fresh styles - fashion royalty – classic
PERSONALITY – confident – innovative – independent – fierce
ACTIONS AND BEHAVIOURS – focuses on having an edge to their designs – uses stylish fabrics – durable - provide people with dignified work.
Looking into the style of the brand, and creating the outfit for the fashion film, it had to represent the brand essence by showing the confident brand identity and strong nature aesthestic. WHISTLES let themselves down as a brand by not having fashion films, this made it difficult to recreate their style. The videos they did display only showed women’s wear collections from a while back. When organising the production of the film I researched through their autumn/ Winter collections to get an idea of what aesthetic to recreate.
WHISTLES - AUTUMN/ WINTER 17
SWOT ANALYSIS
Improved brand identity with Jane shepherd in 2008. The brands history and reputation now shows that they have good solid products. Their fashion forward looks. Their website have a campaign which showcase their look books.
W
Struggled with brand identity in 2004 and suffered losses financially as a result. The company lacks in their effort with advertisement and social media.
O
The brand has many opportunities such as designing children’s clothing and accessories. Beauty and home products. Their advertisement and developing on their social media.
T
Their closest competitors have a wider range of products. They let their brand down by not having as many fashion films.
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S
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FINAL FILM CLIPS
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FINAL FILM CLIPS
https://vimeo.com/192765183
LINKS TO FASHION FILMS HERE:
https://vimeo.com/192765428 https://vimeo.com/192765428
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your
Design ID I focused my studies on creating something a little different by using facts and information learned I created a publication on how to look after your plants. The publication communicated the after care for your plants, with an informal relaxed tone of voice.
knowing
PUBLICATION PROJECT
plants
naturalized
publication Whilst creating the publication I research similar publications to see how they describe and communicated their information and what sort of general tone flowed throughout. When collecting the facts and information needed to create this publication I decided to give the information a personal touch to really connect with the consumer and keep them interested. This is something consumers crave more nowadays, the connection to the brand and not just the product, it becomes more down to earth and loyal which match the consumer profile. By adding a personal tone to the publication it relaxes the consumer and makes them feel at ease, like they’re not the only one that doesn’t have a clue. Alongside the personal touches, it also includes little bits of humour and sarcasm to show the consumer it’s all fun and games and becomes less serious.
the
The publication is aimed at consumers aged 25 to 60, a wide age range for consumers interested in learning the basic facts of looking after your indoor plants. It becomes a start-up for newbies or others wanting to gain a little more knowedge.
n a t u r a l i z e d //
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naturalized naturalized
Make sure to keep an eye to the natural habitat of the plant, especially its preferred light and temperature surroundings.
survive plant your help to tips To p
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longer
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Most plants prefer to dry out a little between watering, so don’t overdo it. You might have good intentions how ever sometimes you don’t realize you are over watering!
Its best to water your household plants by taking them out of their pot and letting them soak from underneath. Top up their feed regularly to keep them healthy.
Plants that like high humidity need regular watering, as well as daily misting especially throughout the summer.
Look out for dust fallen on leaves/ flowers and give them a wipe using a cloth, this will help them breathe.
Pinching out the tips of some houseplants can encourage them to grow bushier; keeping flowering plants slightly pot-bound makes them flower more.
Try not to put plants where there’s a lot of heat or cold draughts. Many houseplants like to be outdoors in summer however make sure there’s no frostbite as this could kill over night.
Also make sure when buying a plant, it hasn’t been out in the cold for too long as it may be frostbitten.
Check your plants regularly for signs of stress, pests or disease. Remove dead leaves and flowers as they occur.
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publication the inside
You’ll be unaware and least prepared once you’ve found your love of greenery, it will surprise you. Potentially given as gifts or catching your eye on your way to work in the shops. Most indoor plants are adaptable, often we care for our plants too much and the most common cause of deaths to plants is unfortunately over-watering. Plants will give you clear distressed signs if unhappy when placed in a different habitat or area of sunlight.
other
succulents There are two types of cacti, forest and desert. You tell the difference between them by looking into its stems shape. Desert cacti are often round and fat or flat and cylindrical, they also have delicate spines. Forest cacti often trail or branch out in spineless stems. Little tip when bringing home a cactus, make sure its wrapped up properly, those little pricks can really prick!
and
All cacti are succulents however not all succulents are cacti. Succulents are a very strong beautiful plant, that look great as a household plant. They have the most interesting shape and textures to them, they range in all type of colours as well. Some species do have certain care requirement although the majority of them are very low maintenance. They like dry humidity and areas of warmth and can survive with low lighting. They don’t need watering often so allow the soil to dry out before watering again.
cacti
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succulents other and cacti
A common cacti term that gets used often is areoles, these are little round bumps on the surface of the plant where it produces spines and flowers. These plants are known for being killed by over watering, they need time to dry out and soak up the moisture without being drowned and left soggy. However, they are the perfect plant for your home as they rarely need watering, doesn’t need food and gives an empty corner a great bit of life. All cacti flower eventually, even after a while. The best thing to do if your cactus isn’t flowing is in the winter place in a cold dry corner however not dark, also stop watering it. Then come spring start watering and place in a warmer and brighter area, this will then help the cactus to start to flower. If looked after correctly, they can last up to ten years indoors. If you forget to water for a long period of time its soil becomes crumbly and draws away from its edges of the pot. A little tip is to loosen the soil with your fingers before watering so the water doesn’t run straight out of the bottom.
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plant your nurturing
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You have to take care of plant, its like an extra pet and you wouldn’t forget to feed them would you? Once you know their daily needs and their requirements to grow big and strong it will become a second nature. The root, leaves and stem of a plant have different functions to help keep itself healthy. Make sure you are checking your plants regularly, typically with house plants once a week. If you easily forget, try and pick a particular day that you usually have a bit of spare time, even put it in your calendar or diary! Normally most plants require a special type of food however if you don’t have or know where to buy it there are always alternatives such as eggshells. Eggshells contain nutrients, crush them up into small pieces and bury them in the soil. They are also known for preventing pests from attacking plants. its best to water in the early mornings or late evening as this helps the plants take the moisture efficiently and less water is evaporated because it isn’t so hot. Water household pants every now and then to their needs and growth plan. When you over water the soil gets soaked and the roots are unable to receive oxygen. Rain water agrees best with plants as its natural, be careful not to use soften water as it contains salt which build up in soil. Its also good to use a spray bottle as this will help the water spread evenly and is good for plants that don’t need too much water.
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repotting If you have noticed your plants growth and its starting to look a little big for its pot its best to start to think about buying it a new pot. Its like buying a new pair of jeans, you wouldn’t keep wearing them if they were too small for you would you? The best time to repot would be the end of winter from the start of spring. As well as repotting for when they’re too big also keep an eye out if your giving all the requirements the plant need and its still not showing signs of health or growth then think about moving it in to a different pot and putting in fresh soil. Make sure to choose a high quality soil and specify different soils for plants such as cacti and orchids. When repotting check if the soil hasn’t gone mouldy, if it has gently shake off as much as possible. For bigger plants that are harder to repot consider top dressing which is a method when you take the top layer of soil off and replace it will new fresh soil. The best way to do this is water the plant so that the soil will start to soil then start to scrape away a layer of soil, be careful not to damage the roots. Start to apply the fresh soil around and gently pat down, it should start to take in the foil within a couple of weeks.
branches from a tree or shrub, to give the plant a more open structure
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terms plant useful
Active growth period The period when a plant grows new leaves and flowers, typically between early spring and late summer Areole The unique organ of the cactus family, producing spines, flowers and offsets Epiphyte A plant that takes root of the body of another plant or tree Pinching A method of pruning a plant’s stem with the finger and thumb in order to encourage new growth lower down Rest period The period between the end of summer and the start of spring when a plant is inactive, producing little new growth Genus A classification of the plants within a family, each containing one or more different species Species A set of plants within a single genus, with similar characteristics and the ability to interbreed Topdress To apply a top layer of fresh compost to a potted plant as an alternative to repotting he entire plant. Variegated – flower or leaves showing an unusual pattern of different colours or marks Thinning Removing excess seedlings, to allow sufficient room for the remaining plants to grow. Thinning also refers to removing entire
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types
of
plants
calathea orbifolia
succulent haworthia
Harsh direct sunlight will scorch this plants leaves, low light is best and can handle shady area’s but like other plants too much shade and it will die. Under watering is better than over watering with this plant, its best to water then leave until the soil has dried. As there are usually several plants in one pot, they all need valuable nutrients, feed on a regular basis to even out the nutrients so they are all fed. There’s no need to think about re-potting because the roots of this plant are very sensitive and can break easily.
This plant is absolutely perfect for empty corners and would make the whole room glow. No direct sunlight to this plant will have an effect on the leaves, the patterns will start to fade so make sure this plant isn’t in really dark corners. For a Calathea to survive, this plant needs high humidity, warm temperature’s and lots of watering. People often go wrong with its watering requirements, this plants needs to have moisture at all times, so this plant needs care everyday. Especially throughout spring and summer, however it will still require water everyday throughout autumn and winter. This plant needs feeding every fortnight during spring and summer and none at all in autumn and winter. The best food to use is half strength proprietary houseplant fertilizer. If growing well, think about repotting once a year.
These plants are so lovely and the perfect bedside cabinet size. They don’t rely on much direct light and can survive well in shady area’s. Rarely needs watering, about once a month will do and can be forgiving for being under watered. However, if over watered the plant will start rotting quickly. For feeding it requires a very weak solution to keep it going as it’s a small plant. This plant survives through all temperatures, although nothing too cold so, make sure it stays above 4 degrees. This plant will flower in spring or summer if cared for well throughout the past year.
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parlour palm
One of our most favourite household plants is the urn plant, it’s a really good size, has beautiful green patterned leaves and to top it off a flower centred in the middle of the plant. Its originally from Brazil also named after aechmea fasciate or silver vase. This plant prefers bright indirect light however can survive with little sunlight. Keep around room temperature if not a little colder and this will help the plant stay healthy and encourage flowering. Only ever water the compost when the top 3cm in feels completely dry. Feeding it is pretty simple, during the spring and summer months add diluted liquid fertiliser to the compost ever month. If bought when flowered there is no necessary requirement to move it however if it hasn’t flowered, it best to repot when the roots are becoming over crowded and this will give it a better chance to flower.
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urn plant
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COTTS - SPRING// SUMMER 18
WHAT IS IT Cotts is a British designed luxury jewellery and accessory brand. The products are detailed with texture and quality, creating statement pieces for women.
WHY SHOULD PEOPLE WANT IT The stylish innovative pieces which incorporates inspiring textures all year round for women that love to stand out and show their personality. The products allow women to enjoy themselves whilst making a bold statement.
WHAT OUR BRAND IS ABOUT Cotts is about being your true self, making the most out of life and taking every opportunity to challenge yourself and become the real you.
COTTS COTTS
COTTS - SPRING// SUMMER 18
COTTS COTTS COTTS
Mission
COTTS - SPRING// SUMMER 18
We continuously adapt and work on our collections to meet the expected high standard of products sold.
Vision Our vision is to become one of the strongest, most loyal accessory brand continuing to wow women with our creative statement pieces.
Promise Cotts promise to every consumer is to make sure they are fully satisfied with the service and overall product they have received. Staying true to ourselves and remaining loyal to our customers will inspire them to do so too.
COTTS COTTS COTTS COTTS COTTS
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For our final major project I focused my studies on creating a premium accessory brand which includes statement pieces for the busy confident working women. When designing the brand I wanted to create and show the luxury benefits of the company by focusing on details such as the overall experience and the brands quality products. I wanted to concentrate on the marketing and advertisement side of the brand by creating marketing strategies, code of conducts and campaigns. To emphasize the minimal smart aesthetic of the brans I designed business cards, bags and packaging using the laser cutter. The brand was inspired by natural outdoor textures, this made the jewellery make a statement without just relying on size. Creating a mission, vision and promises to show the consumer that we will stay loyal to them by following all of our goals.
COTTS - SPRING// SUMMER 18
COTTS
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BRAND POSITIONING MAP The brand positioning map shows a clear understanding of Cotts competitors based on a wider scale showing highest price to lowest and highest fashion to lowest. This helps differentiate wherein the market Cotts will sit. The competitors are all based on the style of jewellery they sell, similar in prices and the aesthetics of the brand.
HIGH FASHION
HIGH PRICE LOW PRICE
COTTS - SPRING// SUMMER 18
LEVENS
COTTS
THE MARKET The company will sit at the higher end of the market making products that are premium and are known for their quality. Cotts will always aim to always appear pristine, as well as making customer satisfaction is at its best possible standards, Always making customers feel comfortable and relaxed in stores. To make sure this happens, there will be separate training for retail staff. Cotts offers new creativity in accessories that shows vibrant colours and textures that stand out on any consumer. There is an opening in the market for statement fashionable jewellery pieces. Point of difference, differentiates in which way the goods or services of a brand differ from its competitors. The Cotts consumer will receive consumer’s benefits and brand loyalty when purchasing products or through general brand experience. Cotts is known for its high standard of product, this will also be integrated into its services to every consumer. Currently, the trend for statement jewellery is becoming a big need in everyone’s jewellery box, this is something no brand is currently completely focusing on and is an opportunity for an opening in the market. Statement earrings are becoming popular because of inspiring photographs such as selfies and the way they are advertised through personal social media pages. Statement earrings are the new trend in selfie culture, something that’s on show every day and makes you stand out amongst others to create a unique look. This new fast fashion trend is something that the millennials are responding to extremely well. As this trend is becoming more popular in selfie culture, this helps out the social media marketing platform, by using Instagram as the main source of social media. Having regular bloggers that take selfies wearing the products in a particular way to interest new and existing consumers.
LOW FASHION
COTTS
This gives Cotts the opportunity and the opening for going further than just statement earrings and continue to give the millennials what they want. Focusing on statement pieces using textured materials and bright colours, Cotts will create all types of statement accessories.
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"Literally everybody is into big statement earrings." Said by Carol Woolton, the jewellery editor for British Vogue.
Hierarchy Pyramid Ultra High End
On the Hierarchy Pyramid, made to show the different stages of luxury. From everyday luxury up to ultra-high end luxury, showing different prices of each stage. Brands that used to have a designer feel to them are now becoming far too accessible for the everyday consumer and this is what the wealthy are being put off by.
£50.000 Superpremium
“Brands or products associated with luxury of any kind can benefit from increasing affluence around the world. Still, brands that become too accessible are less appealing to super-rich buyers. Louis Vuitton, for instance, is considered a “brand for secretaries” by many wealthy Chinese.” ( Willet, Megan 2017)
£5,000 > Premium Core
£3,000 > Accessible Core
£500 >
DESIGNER ACCESSORIES
Affordable Luxury
£100 >
DESIGNER EYEWEAR
Silver Wear
ENTERTAINMENT
Everyday Luxury DESIGNER PURFUME
CHAMPAGNE
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PESTEL ANALYSIS Cotts is a company positioned in the fashion industry, selling luxury accessories online and in store. Products will be promoted through social media and company events. The brand aims to bring the consumer in by creating stand out pieces that catch people’s attention. This pestle analysis shows a clear understanding of what problems could affect the sales/ and or brand that are completely out of the brand’s control. The company must be conscious of prevailing political and economic situations and understand the significant issues arising from rates of inflation, employment levels, interest rates, taxation and trade tariffs.
POLITICAL
COTTS - SPRING// SUMMER 18
Negotiating leaving the EU. Income tax becoming increased could cause loss of sales. Brexit, laws and regulations are likely to change.
COTTS is a British orientated accessory brand. Founded in 2018, for luxury statement pieces. We pride ourselves in consistent quality and textured products. We like to think that when it comes to our competitors we stand out with our uniqueness.
ECONOMICAL Digital economic. Migration. Costs of look-books, campaigns and events. Unemployment rates affecting how much consumers will spend.
SOCIAL Ageing population, lifestyle changes of consumer affecting product sales and becoming less popular. Attitudes to work and leisure. The demographics of their lifestyle will affect their disposable income.
TECHNOLOGICAL Expanding social media platforms to improve the growth rates. Free online advertising on social media using sponsors. Replication. Cyber threat resilience. Interactive communication with the consumer to the brand. Online magazine/ blog will expand the interaction with the consumer.
LEGAL Shipping and traffic laws will affect how products are sent and received through the company. The national minimum wage for all staff. Health and safety regulations at work act 1974 must be regulated at all times. Zero hour contract will be put in place to allow workers to be flexible to how many hours they want to work. Global gender gap, equal salaries.
ENVIROMENTAL Recycling left sale items, packaging and advertisement as well as at the events. Resource management. Sustainable papers market segments. Weather conditions could affect consumers not wanting to leave the house to make purchases or attend events.
COTTS - SPRING// SUMMER 18
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COMPETITOR 2
WEAKNESSES
COMPETITOR 1
Some blurred images on their website, which don’t work as well as if they were pristine. Products shown on their online website are hard to see in detail. Necklaces are quite simple and lack the Marni touch. Could make them more ‘out there’.
THREATS
Strong brand identity. Shows a clear timeline of their process through the years on their website from 1994 to 2016. Good social media content especially on Instagram. Easy communicated website. Jewellery is bold and stands out on their website.
OPPORTUNITIES
STRENGTHS
WEAKNESSES
COTTS - SPRING// SUMMER 18
The SWOT analysis is based on four of Cotts closest competitors. They all have some similar attributes to Cotts, and all different in prices. These competitors were picked to show similar aesthetics, brand identity, and style. All these competitors have statement jewellery designed in their own way, and their own style to fit their brand identity, this is something Cotts always wants to be improving and maintaining.
More advertisement of their spring/ summer and autumn/ winter campaigns. Could create separate social media advertisement for jewellery range targeting new consumers. Start designing statement head accessories, this would bring in new customers. The potential to start homeware, vibrant and fun home products to fit the brand identity.
Competition. Children’s wear is very highly priced could result in dropped orders. Advertises a lot of their products on younger people than their targeted market, could lead to the actual target market not being interested. Other companies could copy jewellery designs and sell them for a lower price.
Not that much advertisement shown. Products not easily advertised or communicated to the consumers. Jewellery has been photographed on quite plain backgrounds, could use textured backgrounds such as sand, tiles or wood.
THREATS
COMPETITORS
OPPORTUNITIES
STRENGTHS Strong bold visuals throughout their social media. Quality of products. Shows catwalks of the upcoming collections online. The layout of the website, minimal however effective. Jewellery matches the brand identity and has a clean aesthetic. Video content of advertised jewellery on their social media and website makes the product stand out.
The potential to sell men’s wear, children’s wear and to even start styling interior design. Subbrand at more affordable prices, sell more by high street. Separate social media pages to advertise the jewellery further.
Competition. Brand exposure. Not available online could lead to loss of consumer purchases. Does not have a personal side of its identity. As not much advertisement is shown, this could stop bringing in new consumers.
COMPETITOR 4
Website visuals and colour aesthetic. Cheaper products to the other competitors, however, designs still remain really elegant, minimal and smart. Promotional images have been edited well and the colours match the brand really well. Their statement jewellery designs are designed in a really elegant way to fit their consumer target.
OPPORTUNITIES
STRENGTHS The opportunity to expand their products by bringing out children’s wear for boys and girls, homeware and gift ideas. The potential to bring out a sub-brand of more premium products including jewellery and accessories. Could potentially put up the prices of all products as the brand grows.
COMPETITOR 3
STRENGTHS Consistent brand identity throughout advertisement. Quality products, and bright vibrant colours. Jewellery is detailed well and is very sustainable.
WEAKNESSES Website design, hard to read because of fonts and colours. The imagery used on Instagram is a bit random, not much consistency. Website images of jewellery does not do justice to the quality of products.
OPPORTUNITIES
Making their website more accessible. Show more visuals of jewellery products on Instagram. Make jewellery images bigger, brighten up the aesthetic of the website. Close-ups of their jewellery on a separate social media page or blogs, to show the detail and quality.
As a luxury brand, it isn’t very interactive with their customers, this could lead to loss of orders if consumers do not feel like that can communicate with. Potential competition.
THREATS
Competition creating the same product but selling cheaper, could lead to not as many orders as they have predicted.
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Instagram visuals are very mix and match, does not go well altogether as well as showing off their brand identity.
THREATS
WEAKNESSES
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TONE
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Brands tone of voice is professional, positive and confident. Our aim is to make our consumers feel comfortable and welcomed in constantly. Cotts always makes sure the brand has a bright and contemporary look to it.
ESSENCE Cotts brand essence is vital in helping to identify the target market and distinctly positioning ourselves within the market in terms of Maslow’s hierarchy of need the brand can contribute to esteem needs, offering a lifestyle to its consumers. This lifestyle is that of a strong successful business women who continuously wants to be challenged and improve.
VALUES The top value that Cotts bides by is superior performance, connecting with the customer by being at the top of its class, the best in its field. We deliver meaningful, memorable and exciting experiences. Cotts has strong loyalty values that we as a brand want every consumer and advocates to see whilst engaging new audiences. Craftsmanship, presenting the highest quality products possible connected to our brand identity.
Market Share
Market Segmentation
Targeting/ Audience On this competitive matrix is shown Cotts main competitors, Whistles are not necessarily competitive with Cotts by price but style of products and their brand identity. Whistles aesthetic is very minimal but bright and eye-catching. Hermes becomes one of the competitors because of their style of colour, use of leather and quality of the overall brand identity. Their products a lot higher priced than Cotts are. Cotts aim to remain the same quality as Hermes but also remain cheaper. Marni’s jewellery products are statement pieces and this is one thing the brand Cotts sells. Celine is one of the brand’s closest competitors by being similar in prices, the aesthetic of the brand and advertisement techniques. By becoming cheaper than Celine, it gives the opportunity for consumers of Celine to try Cotts products.
Promotion
Pricing
Products
Technologies
Aesthetic
MARNI
CELINE
HERMES
WHISTLES
Luxury brand founded in 1994, since 2000 Marni has developed their brand identity in the most important markets worldwide.
Founded in 1945 and based in Paris. Now in Asia, America, Middle east and Europe.
Hermes was founded in 1837 as a harness workshop in Paris.
Whistles was founded in 1976 by Lucille and Richard Lewin.
High end luxury designer brand.
High end luxury designer brand.
High end luxury designer brand.
Middle market designer brand.
Targeting successful men and women with disposable income. 25 - 60.
Aimed at sophisticated women with disposable income, aged 25 to 50.
Targeting Men and Women Targeting men and women, with a lot of disposable infor smart workwear and smart come. That are very successful. casual events. 20-60 25-60. Advertises on social media Advertises campaign through such as Instagram and online website, social media Facebook. such as Instagram, Facebook and Twitter.
Advertises strong visuals on Instagram, and uses Facebook and twitter for further promotion. Campaigns their collections on their online website.
Advertises on Instagram as their main source of social media.
Jewellery is priced from 100 to 400. Focusses on brooches, necklace, earrings and bracelets.
Jewellery priced from 400 to 800 Jewellery sold are pendants, necklaces, earrings and bracelets.
Pricing is very varied as they sell gold and silver pieces. Leather jewellery is priced from 400 to a grand.
Jewellery is priced from 20 to 50. Focusses on bracelets, earrings, and necklaces.
Sells men’s and women’s wear, children wear for girls, and accessories// gifts.
Sells ready to wear and accessories.
Sells ready to wear for men and women, homeware, jewellery and fragrances.
Sells men’s and women’s wear. Women’s jewellery, sunglasses and bags.
Website, magazine advertisement, look-books, events promoted online and yearly charity achievements.
Website campaigns look books, and what’s on trend for seasons in advance.
Website, newsletter for latest updates about the brand.
Websites with current and previous campaigns. Inspirations of collections.
Vibrant, bold, makes a statement. Lots of patterned materials that go with the brand identity.
Contemporary, sharp, clean cut, sophisticated, fashion forward, bold, neutrals.
Bright, patterned, mix and match of colours that work well together.
Minimal, effective, calming, pastels. Uses very minimal patterns suited with the brands colours.
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Competitive Matrix
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DEMOGRAPHICS Fierce women Females Works for creative company/ fashion industry – full time 40,000 + salary Baby boomers, generation X + Y Single/ or in long term relationship Renting own flat/ house as well as
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Looking at mortgages
GEOGRAPHIC Urban areas Living in/ or near London Attached housing, 1-2 bed Busy commute, tube, traffic English weather/ 2 or 3 holidays away
PSYCHOGRAPHIC
USAGE & BENEFIT
Confident, Independent Weekends away with partner/ friends Visits London cocktail bars at weekends Up to date with trends Active life style Self-motivated to do well in life/ money Never shy to try something new Passionate Work dependant Open minded, values peoples input
Buys fortnightly 200 - 500 Pays for quality Brand loyalty, shops at Celine, Selfridges Dresses to impress Outfits bought for regular events
CONSUMER The Cotts consumer is not defined by an age range, its defined by the lifestyle they want and how they live it. The social media platforms to promote is based on the way the consumer lives, by using Instagram the consumer is able to easily scroll and see stories of the brand while commuting or doing other general day to day activities. Aimed at women with disposable income that buy frequently from all their usual brands. The consumers are most likely to shop at M&S, Waitrose or Selfridges food court for their local food shop. They enjoy their weekends off treating themselves, going for lunch with friends. They would be very social and have most weekends booked up with drinks at the Madison’s or latest fashion exhibitions. Very family orientated and enjoys big family events and holiday plans, always extremely sociable.
CONSUMER BEHAVIOUR
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Consumer behaviour can be analysed using the AIDA model. Cotts is aware that they must create an exclusive environment in each stage of the purchasing process, however, this must be restored regularly as each consumer has different motivations. Creating awareness by using certain media platforms such as advertising in luxury magazines, and general campaigning. The next stage is interest, whereby the consumer acts on the advertisement they have seen. This is where Cotts operates and online platforms such as Instagram, Snapchat and website content. This leads to desire, where the consumer considers the purchase, at this stages Cotts appeal to the consumer needs and wants through brand image and aesthetic. The final stage is action, whereby the consumers purchase the product.
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PRODUCTS Will have a wide variety of jewellery which will include necklaces, rings, bracelets, earring’s, and hair accessories. The products will all be made in England. Construction of designs will be made at the best possible quality for long lasting durability. Focusing on materials such as wire, beading, metal, and Perspex. The products will be premium and the quality will be shown throughout the products. As a statement brand, not all pieces will be designed big and oversized. The detail of the products will make the statement, this then fits many consumers needs as some of the Cotts consumers do not want to make a statement using size.
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PRICE As the brand will be aimed at consumers with disposable income, the products will be priced from 200 to 1500 pounds. Similar to our main competitors Celine and Marni. Unsold products will be recycled and used as a new material for new products. The price is slightly cheaper than Cotts competitors Celine, Marni, and Hermes, so this will give an advantage to get the competitor’s consumers to try Cotts out.
PLACE The start-up for the brand’s shops will be sold in and around London, targeting areas that have a quiet sophisticated style. The company’s headquarters will be located in London, where the Cotts team will work together to continue to excel the brand’s objectives and goals. For the future, Cotts aims to have stores located around the whole of the UK as well as selling through big concession stores. By selling through concession stores, it gives the brand a new platform of promotion and will bring in a new type of consumer. Cotts aims to have an interactive website which will include blogger reviews/ images, stories and articles related to the most recent fashion trends. An e-commerce platform will be used throughout to allow Cotts to manage all the sales, website and operations. This gives the company protection of data safely and can help benefit merchandising, pricing, promotion, and search capabilities.
PROMOTION
PHYSICAL ENVIRONMENT The in-store environment will be relaxed, there will be a comfy lounge where customers will be able to sit and wait for the product they have been looking at to be brought over to try on. While waiting customers will also receive a complimentary glass of champagne or soft drink. Stores will be placed in certain locations to fit the luxury market on which the brand sits. Quiet, relaxed and respected area locations will example the type of consumer Cotts will bring in. The stores will have varied products and only have one or two of the items displayed on the show. More of the products will be in storage in the store already packaged, this then makes sure the store remains in the immaculate condition reflecting the brand’s identity. Dependent on the store sizes, only a number of people are allowed in at a time, this allows the customer to have a more relaxed experience. Pre-booked viewing slots are available to the most premium consistent consumers which will conclude in a separate private viewing room of products chosen by the consumer to see in person. It will also include food and drinks. Products picked out by customers are managed by staff and taken to the desk ready for collection. This overall buying experience will create deeper and more lasting connections from the brand to the consumers. When products become unavailable instore, Cotts staff will use a smart tablet to make the consumer’s purchase and the product will be delivered free within 1-2 working days. Website content will include products displayed as well as any upcoming campaigns, collaborations, and collections. Customers will be able to sign up for email notifications, where they will also be sent the most recent look-book. The look-book includes all new products, inspiration, and style tips. Labelling and packaging will represent the brand’s sophisticated identity. The packaging will conclude of string straw card bags with Cotts logo engraved on the side of the bag.
PEOPLE Opportunities for staff will include progression of positions. Everyone who is employed by Cotts must have excellent customer service and communication, which will help the company with any customer queries and problems and that is dealt is the best professional manner. Staff will mostly work within teamwork, which will give the chance for everyone’s opinions to be thought about. Further employees will be needed as and when the company expands and demand for Cotts products increases. Cotts wants to always work as a team and by doing this they aim for there to be no limit in what you can learn, Cotts want their staff to learn all areas of the marketing, promotion and branding side of the company. Cotts would have two interns throughout the year, one focusing on the design side of the brand and the other being involved with the marketing side of the brand. Both interns will be given a structure of what they will learn and achieve while working along-side the brand.
PROCESS The return of products will all go through a process of cleaning and checking for any damage. The products will also be re-packed in new packaging and old packaging will be recycled. Products will all have to be returned within two weeks of purchase, Cotts always aims to get the refund in within 7 days of receiving the product back into our warehouse. There will also be a line where customers that have any queries or feedback, they can speak directly to one of the Cotts customer service team.
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Promotion of the new brand will be getting the brand recognized. Cotts will have a team that focusses on the progress of the social media advertisement, for the start-up of the company, Cotts will use Instagram to show clear visuals of the products as well as them having the link of the product connected and consumers are easily taken to the product on the website/ and or app. The brand will also use bloggers with high followings to promote Cotts by posting images of the products on them as well as hash-tagging the brand name. Once the brand has more recognition, Cotts will also use Facebook, this is where more of the information about the brand will be displayed alongside upcoming events and campaigns. Any items not sold will go on sale online, instead of instore.
C N J // PORTFOLIO
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CAMPAIGNS
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COTTS AUTUMN// WINTER 18 I made campaign booklets for both seasons Autumn// Winter and Spring// Summer focussing on the outdoor textures. These showed scenery of where collections would be shot and marketing Cotts inspiration.
Social media plays a vital role in building the brand Cotts. Social media is an excellent starting point to reach target markets and is a place where consumers share their opinions about brands and interacts with them. Cotts social media platforms will be firstly focused on Instagram. This platform of social media is connected to the Cotts consumer by easily seeing the products day to day over various times of the day. As Cotts is not defined by an age range but on their lifestyle, this fits in with the Cotts consumer. For Instagram, Cotts will share images that communicate the company culture. As the Cotts social media is at 1.1 million followers the target is to reach over 30,00 likes and over 100 comments and continuing to gain new interactions. By reaching the targets, Cotts aims to post 4 new pictures daily keeping the consumer interest. One in the morning, lunch time, evening and late evening, this is based on what the day to day consumer will be doing and when they will be free. Cotts will also pay for regular sponsors on Instagram advertising the products and brand. Brand hashtags will be available further promoting the company. These hashtags will be used by staff, bloggers and regular consumers. Cotts encourages its staff to use the hashtag #wearecotts to showcase the culture of the organisation. This helps show people interested in job roles at the company as well as putting all the perks of the job front and centre. Once the brand is fully established, Cotts will then start to open up new platforms for a different type of consumer as well as the existing ones. Facebook and Snapchat will used and the brands social media platforms will remain consistent throughout. Over all the social media platforms, social customer service is available, this makes it easy for consumers to communicate to the brand quicker instead of emailing. This also creates a connection between the brand and the consumer.
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MARKETING STRATEGY
C N J // PORTFOLIO
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THE LOGO DESIGN
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The logo was designed to properly display the personality and the aesthetic of Cotts. The logo can be successfully placed on any presentation as well as any advertisement shown online or in store. Minimalism of the branding has always been something that I wanted the brand Cotts to excel at. By making the marketing and advertisement minimal, it creates a bold smart look and stands out at the same time. This is also done through the font type’s too.
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Our logo is easily identifiable, vibrant and eye catching. We wanted to show our true colours and our brand identity through our logo. By designing several logo designs, Cotts is able to mark all products and advertisement with one of the identifiable logos. Orange will be used for the Autumn// Winter collections and Green for Spring// Summer. For the packaging of the brand, the whole logo is not used, just the name. the logo is used for advertisement and marketing.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!?ÂŁ$%&@:;. Cotts uses a sharp font throughout the branding. The Font Typo Grotesk is used on all advertisement, social communication and design side of branding.
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Also combined with the Tilde font, which is used for blocks of text, digital website and social media. It has a clear simple look to it which is still easy to read.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!?$%&@:;.
COTTS CODE Cotts has a company-wide Code of Conduct where all factories that produce their goods must abide by as well as working with suppliers and other organizations to make sure their workers are treated fairly. 1.0 Human Rights Employers and suppliers who work for and with our company must be shown and contribute towards being respectful in the work place regardless of social status, personal characteristics and beliefs. We do not accept discrimination in regard to race, skin colour, religion, political or sexual orientation, gender, national origin, or social rank or status. 2.0 Labour All workers should have a written employment contract that contains hours, wages, holiday pay and working conditions. We ensure all wages will be paid correctly and on the last Friday of each month, will always meet at least legal minimum standards. All workers should be able to leave without any negative repercussions if they are sick or have stipulated annual leave. 3.0 Environment All workers must be given a safe area and environment to work in. Cotts will be legally responsible for good working conditions and will always meet the legal requirements. 4.0 Child Labour Use of child labour or young workers (between the age of 15 to 18) is not allowed and at all times children and young workers must be treated with dignity and respect. 5.0 Health and Safety We have the duty that for all machinery in the workplace all workers must be fully trained before use of equipment. Protective wear is provided for all that is necessary.
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PROMOTIONAL IMAGES
I used polaroid’s to take pictures of the jewellery, this created an aesthetic that I wanted to portray through my images. Using the polaroid’s it created a new type of texture, these mixed in with the bright nature images showed different contrast that worked well. These images were also used to create a mini look-book show casing the products, this was a little preview book that would be perfect as a start-up for the brand.
PROMOTIONAL EVENTS Cotts corporate events will be held twice a year advertising and promoting collections of Spring// Summer and Autumn// Winter. Throughout the year Cotts continuously adapts and works on the collections to meet or improve the high standard of product. These events will be advertised on social media platforms, inviting people of the public to join. The event will last 6 days opening from 10:00 am to 18:00pm, and each day there will be different designers or celebrities promoting the brand further. Existing consumers will receive a postcard delivered to their house with all information needed and campaign booklet. The events will be held in London, in a big open space so there’s available room for a potential catwalk. The new products will be on display for the guests to try on and feel the quality of the products, this will also be alongside our seasonal look-book catalog. The way will promote and create awareness about these events will be done through social media, hash-tagging, live videos and updated visuals. First come, first served will apply.
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PROMOTIONAL IMAGES
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C N J // PORTFOLIO
SOCIAL MEDIA As the start-up of the company Cotts, Cotts will use Instagram as its main source of social media as it is best used for promoting the brands identity and personality. Instagram is easy to use and has many benefits that can further advertise the brand. When events are held, the feature of putting up live stories will make the consumers feel like their more connected with the brand, and show them interest of the event going on and how they can get involved with the event. The layout of Instagram helps different images of one collection come together. Showing close ups of the detail and quality of the Cotts products. Another aspect of Instagram that works for Cotts is the Instagram shop, where you can use different sources to link your product on to the image displayed, the consumer can then click the link and be directed straight to the product on the website. Snapchat will also be used for promoting Cotts events, and showing behind the scene shoots of collections and various other activities that the brand involves itself in. Snapchat is good to use to show little snippets of collections, campaigns and advertisement to a different type of consumer. It becomes a quick way of communicating with the consumers and Cotts will regularly design new filters for consumers to use when in store or attending events. Once Cotts has built up a good profile of products and followings, the brand can then extend their social media platforms by introducing Facebook, YouTube, Twitter and Pinterest.
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C HLOE JAC KSO N chloenicolejackson@live.com +447983993952