WHISTLES
EXCUTIVE SUMMARY Whistles is an ultramodern British fashion brand and is based in London. The brand is classed as upper middle market. They offer wide range of men’s and women’s wear focusing on clothing, accessories and shoes. The company started up in 1976 and was founded by Lucille Lewin. Originally only designing and selling women’s wear, their menswear collections was a later addition to the company and only launched in 2014. After the the idea for their style was set to be versatile, designed for work and smart casual occasions. The company has roughly 128 stores worldwide, however most of these are concessions in department stores such as Harrods, John Lewis and Harvey Nicols. They aim to give customers the best possible experience when visiting their store.
The idea for the fashion film is to recreate the whistles menswear look in a smart, sophisticated and clean cut way. I want to show the essence of the brands identity throughout the fashion film. Fixating on their menswear range and campaigning for an autumn winter collection. The brand essence of whistles is contemporary, elegant, and positive. The film will focus on the nature of the brand, showing the elements of what the brand is, the personality and who the company aims their fashion films at.
CONSUMER ANALYSIS The target consumer audience is roughly from middle twenties to late fifties. The products they sell exceed what the customer is expecting, they always show quality within their clothing and accessories. This is one of their main features, their tailoring and the fabric they use work well with the style of the brand. Whistles consumers want to look different to others without looking like he or she is trying to hard.
DEMONGRAPHIC VARIABLES The whistles consumer is a male and would potentially be someone that lives in London, or any other busy cities. Rough age of from 25 to 32. Would typically be someone that is single but ready to settle down if the opportunity was there. Work driven to succeed and works hard for the money that he earns, income of 7,000 per month. Had a good experience with education, worked hard to get where he is now.
DEMONGRAPHIC VARIABLES Would live in a smart organized house or flat. Someone who is keen on having good solid wardrobe investments. Fairly affordable with high quality fabrics and subtle colors. They would take care in their appearances, by going to the gym regularly to keep up their fitness goals. They know how to make a good impression towards others. Uses the lasted gadgets, keeping up to date with technology as well as good style. They’re not afraid to try new things and want thrive in life as well as having a positive attitude to their lifestyle, maintaining a healthy balanced diet as well as having treats. Working in the city along side a fun social life at roof top bars. Always wearing smart clothing for work and smart casual for outside of work. They would roughly spend 500 hundred on clothes per month. In his spare time, he enjoys going to museums and social activities. Also likes fashion brands such as Ted Baker, Jaeger and Hugo Boss.
CONSUMER PROFILE
COMPETITIVE SITUATION Whistles has a fair few competitors such as COS, REISS, FRENCH CONNECTION, JIGSAW AND JAEGER. They are similar within prices, quality of their garments, the style and their target market. Comparing Whistles to Cos and Reiss, the photography is very similar to each other as they all choose locations that are very minimalistic and calm. The brands all have very similar style but still have certain details that differentiates them from each other. They all offer the same range of products however COS also designs children’s wear where as WHISTLES and REISS only focus on men’s and women’s wear. Their websites all contain product information, look books and personal blogs. WHISTLES, COS and REISS use similar social media such as Facebook and Instagram. COS has good advertisement on their Instagram, as they update it regularly and have the most followers.
BRAND POSITIONING MAP 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. This give a clear perceptive on what sits wear and who the main competitors are.
FROM LOW END HIGH STREET TO LOW END DESIGNER
HIGH PRICE HUGO BOSS RIESS
FRENCH CONNECTION JAEGER WHISTLES TED BAKER COS
JIGSAW
DEBENHAMS MARKS AND SPENCERS NEXT
HIGH FASHION
LOW FASHION
URBAN OUTFITTERS ZARA ASOS
TOPMAN
RIVER ISLAND H&M PRIMARK
LOW PRICE
SWOT ANALYSIS OF FIRST COMPETITOR - COS
S W TRENGTHS –
WEAKNESSES –
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.
Designs are shapeless, doesn’t use eye popping colors. 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
PPORTUNITIES – 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.
T
HREATS –
Their collections are too similar to each other. They don’t show a vast of advertisement and lack of fashion films.
COMPETITIVE MATRIX WHISTLES
COS – FIRST COMPETITOR
RIESS – SECOND COMPETITOR
RIESS – SECOND COMPETITOR
MARKET SHARE
WORLDWIDE, BASED IN MAIN CITITES
WORLDWIDE
WORLDWIDE
MAINLY BASED IN THE UK HOWEVER SELLS IN COUNTRIES SUCH AS USA, AFRICA AND AUSTRALIA
MARKET SEGMENTATION
HIGH END HIGH STREET RETAILERS
LOW END DESIGNER – VERY FEW STORES IN THE UK
LOW END DESIGNER
HIGH END HIGH STREET RETAILERS
TARGETING/ AUDIENCE
AIMED AT WOMEN AND MEN AGED 25 TO EARLY FIFTIES
AIMED AT WOMEN AND MEN AGED 25 TO EARLY FIFTIES
AIMED AT WOMEN AND MEN AGED 25 TO EARLY FIFTIES
AIMED AT WOMEN AND MEN AGED 25 TO EARLY FIFTIES
PROMOTION/ ADVERTISEMENT
ADVERTISES ON SOCIAL MEDIA SUCH AS INSTAGRAM
INSTAGRAM, FACEBOOK ACCOUNT
INSTRAGRAM, ACCOUNT, NO FACEBOOK ACCOUNT
INSTRAGRAM, ACCOUNT, NO FACEBOOK ACCOUNT
PRICING
A MENS COAT WOULD BE PRICED FROM 150 TO 400, HOWEVER SOME BOUTIQUE ITEMS BECOME MORE EXPENSIVE
A MENS COAT RANGES FROM 100 TO 250, SLIGHTLY LOWER THAN WHISTLES
THEY HAVE A WIDER PRICE RANGE FROM 150 UP TO 795 DEPENDANT ON QUALITY WANTED. ON A MENS COAT
MENS OUTERWEAR RANGES FROM 160 TO ROUGHLY 400,
PRODUCTS
SELLS MENS AND WOMEN’S WEAR
SELLS MEN’S, WOMEN’S AND CHILDREN’S CLOTHING AND ACCESSORIES
FOCUSES ON MENS, WOMENS AND CHILDRENS WEAR
WIDE RANGE OF PRODUCTS INCLUDING MEN’S AND WOMEN’S, GIRLS CLOTHING AND HOME ACCESSORIES
TECHNOGLIGIES
WEBSITE, ONLINE LOOKBOOK
WEBSITE, ONLINE MAGAZINE, STUDIO OF CAMPAIGNS, AND PROJECTS THEY ARE WORKING ON
WEBSITE, ONLINE BLOG AND VIDEOS
WEBSITE, ONLINE BLOG, LOOKBOOK
ASTHETIC
SMART, ULTRAMODERN TAILORING
VERY MINIMALISTIC AND SHARP EDGE TO THEIR CLOTHING
SMART, EDGY, BOXY
VERY MODERN, CLEAN CUT
FASHION FILM COS focus well on details within their fashion films as well the whole outfits. They show the customers their personality using minimalism movements and showing looseness shapes. They advertise on youtube however like Whistles they do not show a great deal of making consumers aware that its advertised. This is where whistles weaknesses lay, 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. REISS films show simplicity throughout, they advertise he fashion films on their website and this makes it easier for customer to see what their brand identity is like. Have a mixture of men’s and women’s wear in the same film, apposed to having separate ones. WHISTLES let themselves down as a brand by not having fashion films, this made it hard to recreate their style. The ones they have made have only shown women’s wear collections, I combined the film with the style of the brand and designed my film doing this.
SWOT ANALYSIS OF SECOND COMPETITOR - REISS
S W TRENGTHS –
WEAKNESSES –
They have good sources of advertisement including their fashion films. They use strong quality fabrics throughout their collections. Shows spots of color 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
PPORTUNITIES – Start up children’s clothing, home ware and beauty collections. Start networking and building up their social media and focusing on the website.
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HREATS –
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.
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, the brand shows that they care and ensure customers get treated exceptionally, they create friendly personal relationships with their customers. Quality, detail and being genuine is what keeps Whistles consumers interested and coming back. Whistles has worked hard to create a strong brand identity which differentiates from its competitors. They show their identity using the style of their clothes, such as the quality of the products. This also show through to their consumer and defines the brand as a whole. 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 colored 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 aim to show a calm relaxing environment and well laid out products.
BRAND OBJECTIVES Looking into the style of the brand, and creating the outfit for the fashion film will represent the brand essence by showing the confident and strong nature to it.
ONION WHEEL
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SHARP QUALITY
CLASSIC
PROVIDES PEOPLE WITH DIGNIFIED WORK
INNOVATIVE
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MODERN
GIVES BACK TO CHARITY
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CREATES FRESH STYLES
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WHISTLES SWOT ANALYSIS
S W TRENGTHS –
WEAKNESSES –
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. They’re website have a campaign which showcase their look books. They have animal welfare in their code of conducts and also give back to charities.
Struggled with brand identity in 2004 and suffered losses financially as a result. Does not offer a great range of products compared to their competitors. The company lacks in their effort with advertisement and social media.
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PPORTUNITIES – 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.
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HREATS –
Their competitors have a wider range of products. they let their brand down by not having as many fashion films.
ACTION AND IMPLEMENTATION PLAN PRODUCT – 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 will be set on a beach with close ups of the sea and grass scenery. Showing the brand identity using subtle details that whistle’s use in their photography. I decided to style one outfit together and focus the film on all the details of it instead of having various outfit changes. PLACEMENT – I filmed on a beach called Studlands, and it worked well with what I was aiming for as it had a very minimal look to it. The sand dunes and grassy scenes were perfect for the elements of the brand. My idea was to have a story where the model would be on a journey. PROCESS – I filmed half way through the project, at the end of week 4. Unfortunately, my hair and make up artist let me down last minute so had to make the decision of having none and keeping it natural which in the end worked out well. There were set times on the day of the shoot and what we were going to be film when and where. Production crew will include director, photographer, assistant photographer, stylist and hair and make up artist. PROMOTION – It will be set for an autumn winter collection, promoted on vimeo, as this is where whistles advertise their campaigns. Editing the film I will focus on the colourists of it and making sure I show the brand identity well. Social edits for Instagram use will be made along side the final film.
WHISTLES