The Cling Bag Collection: Mixed Media Bags Inspired by the Endangered Species and Biodiversity of the Philippines
presented by Clarisse Teresa I. Provido
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The Cling Bag Collection “Cling to Nature�: Mixed Media Bags Inspired by Endangered Species and Biodiversity of the Philippines
STATEMENT OF THE PROBLEM ➤
What design framework and product approach can be applied to a bag and accessory product to become a more efficient deconstruction for segregation, and disposal after product use?
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What existing raw materials available in the Philippines can be utilised to be made into bags and accessories?
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How can Clarisse The Label brand be promoted, aside from its launch of bags and accessories?
OBJECTIVES OF THE STUDY The project seeks to contribute to the revival of traditional Filipino practices, usage of waste and low-cost materials available in the Philippines, and the waste disposal of bags and accessories. ➤
To provide a product design anchored on the “Cradle-to-Cradle” approach that will utilise and maximise waste, recyclable, and indigenous materials (natural fibers) as raw materials for the product.
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To use corn husk (by-product of corn consumption), upcycled surplus fabric, recyclable brass as hardware, and other indigenous materials (natural fibers) that can be decomposed or can be reused in future collections and other uses.
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To create an online campaign to introduce Clarisse The Label’s line of bags and accessories and to highlight the Corporate Social Responsibility of the brand as one of its selling points while promoting the other products of the brand.
target market profile
TARGET MARKET PROFILE PRIMARY TARGET MARKET
TARGET MARKET PROFILE SECONDARY TARGET MARKET
objectives and strategy
MARKETING OBJECTIVES
MARKETING STRATEGY ➤
➤
To introduce and to launch Clarisse The
caters to Filipino millennials from 20 to 37 years
Label as a new brand of eco-conscious Ready-
of age, social class - lower class A to upper class
to-Wear clothing, bags and accessories
➤
To create a demand of mixed media bags
By creating a traditional ad campaign that
B, and residing in Metro Manila
➤
By exposing target market to advertisements
and accessories by Clarisse The Label that will
and curated content online through social
encourage the market to buy more eco-
media platforms to introduce the brand, the specs
conscious items
of the bags and accessories and the mission vision of Clarisse The Label
➤
To increase sales and demand by at least 3 to 5% from initial release of bags and accessories
➤
By connecting and redirecting target market from social media platforms, advertisements, and curated content online to the online shop and website of Clarisse The Label
ADVERTISING OBJECTIVES ADVERTISING STRATEGY ➤
To create awareness of product offerings,
➤
By tapping fashion and lifestyle bloggers that share the same values with Clarisse The Label to showcase the
which are bags and accessories and ready-to-
pieces through their accounts and link advertisements redirecting to the page to trigger motivational factors of the
wear items of Clarisse The Label
consumers when it comes to fashion items or articles
To educate the market of the impact of eco-
➤
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By showing short documentaries of the people who have created the bag and accessories, the process of making
conscious lifestyle that adds value to the
more eco-conscious bag and accessories, and the whole
environment and to one’s life
source-to-consumer processes that can encourage the market to buy clothes, bags, and accessories
➤ To
encourage the market to participate in the
D.I.Y. workshops that include or show eco-
➤
By strategically posting content on how to style and create additional elements mainly for the bags and accessories; using eco-friendly practices, as styled with
accessories sold by Clarisse The Label
clothing from the brand and invite the market to answer a poll
friendly processes on clothing, bags and
to determine the availability and demand of a certain
workshop or process
MEDIA STRATEGY
MEDIA OBJECTIVES ➤
To maximise the frequency to reach most reach and exposure through the various online
➤
By using of variety of advertising vehicles, where the target market is most exposed to and where they are
and offline mediums
strategically placed, the promotional materials in both physical and online locations
➤
To generate interest and eagerness towards the launch of the brand as a new collection
➤
By launching teasers, introductory and event poster, and details to spark curiosity and to gain exposure and
while boosting the initial buzz as a new local
interest from target market
brand, while maximising the exposure of the clothing and bag collection
➤
By implementing an effective mix of media and optimizing frequency of advertising placements to
➤
To reach the intended target market by effective promotions and to give value to brand partners who are collaborators of the CSR efforts of the brand
gain full exposure of the brand while offering partnership packages to be part of the reach / exposure of the promotional materials
CREATIVE OBJECTIVES
CREATIVE STRATEGY ➤
By using warm colors, tropical images and illustration as permanent elements and
➤
To capture the essence of Clarisse The
graphics for the branding in all collections of
Label as a resort or tropical and naturethe brand
inspired, and to communicate it throughout its products,collaterals, digital, and print materials ➤
By consistently using a collage style graphic design or layout and highlighting brand
➤
To be able to implement a campaign that is
‘classic” images like the signature Clarisse The
relatable, meaningful, and easy to understand
Label brooch, paper flowers, woven abaca patterns, colors, and forms of the whole campaign - something cohesive and clear
Concept: “cling to nature ”
bag designs
VISUAL INSPIRATION
Gubat Bag Philippine Forest Turtle
Araw Bag rays of the sun and Pineapples
Halimuyak Bag Hibiscus flower petals
Laya Bag Red Vented Cockatoo
Liwayway Bag Philippine Eagle
Hiyas Bag philippine giant clam
the unveiling of the collection
by
ad campaign proper
teaser 1 Month of January 2019 Medium: Facebook, Instagram, Store Facade, Backlight and Indoor Streamer
teaser 2 Month of January 2019 Medium: Facebook, Instagram, Store Facade, Backlight and Indoor Streamer
introductory ad Duration and Medium: ➤ 4th Week of January - Young Star ➤ February 2019 - Preview, Cosmopolitan,
Status, L’Officiel Magazine ➤ February - March 2019 - Indoor Banner
- Rockwell ➤ October 2019 - Preview and
Cosmopolitan Magazine, Facebook ➤ November 2019 - Status Magazine,
When in Manila, Noli Soli PH ➤ December 2019 - L’Officiel Magazine
sustaining ad 1 Duration and Medium: ➤ February 2019 - Preview and Cosmopolitan
Magazine
➤ May 2019 -
➤ June 2019 -
➤ August 2019 - Facebook and instagram ➤ 4th week of November 2019 ➤ 1st week of December 2019 ➤ November - December 2019 - Preview and
Cosmopolitan Magazine, Facebook , Instagram, When In Manila, Noli Soli PH, All Indoor / Outdoor Mall Placements
➤ December 2019 - Northern and Southern
Living
sustaining ad 2 Duration and Medium: ➤ February 2019 - Preview and Cosmopolitan
Magazine
➤ May 2019 -
➤ June 2019 -
➤ August 2019 - Facebook and instagram ➤ 4th week of November 2019 ➤ 1st week of December 2019 ➤ November - December 2019 - Preview and
Cosmopolitan Magazine, Facebook , Instagram, When In Manila, Noli Soli PH, All Indoor / Outdoor Mall Placements
➤ December 2019 - Northern and Southern
Living
promo ad Duration and Medium: ➤
3rd week of January 2019- 4th week of February - When in Manila, Noli Soli PH
➤
1st week of Feb 2019- Young Star
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3rd week of January 2019- May - Te Amo In Store
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1st - 2nd week of May 2019 - Young Star
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May 2019 - Preview , Cosmopolitan Magazine, Southern and Northern Living, Greenbelt and Powerplant Mall In Store
seasonal ad Duration and Medium: ➤
March 2019 - Cosmopolitan Magazine
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March - April 2019 Preview Magazine
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March - April 2019 (periodic)- Facebook , Instagram, When in Manila, Noli Soli PH
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April - June 2019 - Te Amo Floristería In Store
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April - May 2019 - All Malls - Indoor / Outdoor
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May 2019 - Facebook, When in Manila , Noli Soli PH
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June 2019 - Instagram
advocacy ad Duration and Medium: ➤
April - May 2019 - Greenbelt and Powerplant In Store
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September 2019 - Facebook
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September - October 2019 Instagram
AD PLACEMENTS : COSMOPOLITAN / SOUTHERN - NORTHERN LIVING
AD PLACEMENTS : L’OFFICE MANILA
AD PLACEMENTS : STATUS ONLINE MAGAZINE
AD PLACEMENTS: YOUNG STAR
AD PLACEMENTS : ROCKWELL
AD PLACEMENTS : ROCKWELL
AD PLACEMENTS : GREENBELT
AD PLACEMENTS: SM AURA
AD PLACEMENTS: FACEBOOK NEWSFEED
AD PLACEMENTS : FACEBOOK MOBILE AND RIGHT-HAND
AD PLACEMENTS : INSTAGRAM
AD PLACEMENTS : NOLI SOLI
AD PLACEMENTS : WHEN IN MANILA
AD PLACEMENTS : CTL WEBSITE
fashion show event
EVENT BRIEF ➤
Cling to Nature: a fashion show and launch will be presenting and introducing The Cling Bag Collection at the SOMA function room, Green Sun Hotel, Makati on April 19-21.
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The event is targeted to be a 3-day fair for the brand / event / media sponsors with Clarisse The Label pop-up store; as well as the debut launch of the Cling Bag Collection together with the 1st clothing collection of the brand.
event invites, luxe boxes for invited guests and sample set-up
stage design
pop-up store
aperitif grazing carts for guests
te amo floristeria flower shop pop-up
EVENT DETAILS : DAY 1 - VIP, GUESTS AND MEDIA Itinerary and Event Flow April 19, 2018 - Friday Ingress Runway Production Team- 7:00 am - 12:00 nn Ingress Brand / Event Sponsors - 1:00 pm - 3:00 pm Technical Check - 3 pm - 4:00 pm Open Banquet ℅ Aperitif Catering - Cocktails - 5:00 pm Open Workshop Area - 5:15 pm Open Doors for VIP, Guests and Media- 5:00 pm Introduction and Speech - 5:30 pm 1st Run Fashion Show Proper - 7:00 pm Open Banquet ℅ Aperitif Catering- Dinner - 7:45 pm Open Workshop Area - 8:00 pm
EVENT DETAILS : DAY 2 - 2ND SET OF GUESTS, VIP AND MEDIA April 20, 2018 - Saturday Technical Check Runway Production Team- 7:00 am - 10:00 am Ingress / Store Set up Brand / Event Sponsors - 10:00 pm - 12:00 nn Technical Check - 12:00 nn - 1:00 pm Open Workshop Area -1:15 pm Open Door for Fair Goers - 1:30 pm Open Banquet â„… Aperitif Catering - Cocktails - 2:00 pm 2nd Run Fashion Show Proper for Invited Guests and Fair Goers - 2:30 pm
EVENT DETAILS : DAY 3 - 3RD SET OF GUESTS, FAIR GOERS, BUYERS AND INTERESTED STOCKISTS
April 21, 2018 - Sunday Technical Check Runway Production Team- 7:00 am - 10:00 am Ingress / Store Set up Brand / Event Sponsors - 10:00 pm - 12:00 nn Technical Check - 12:00 nn - 1:00 pm Open Workshop Area - 1:15 pm Open Door for Fair Goers - 1:30 pm Open Banquet â„… Aperitif Catering - Cocktails - 2:00 pm
3rd Run Fashion Show Proper for Invited Guests and Fair Goers - 2:30 p End of Operation / Event - 8:30 pm Runway Production Team Egress - 8:45 pm
EVENT SPONSORSHIP PACKAGES
EVENT SPONSORSHIP PACKAGES
EVENT SPONSORSHIP PACKAGES
boutique collaterals and brand collaterals
audio visual presentation
promo video
documentary video
thank you! please visit us @clarissethelabel on instagram + www.clarisseprovido.com