Clarisse The Label These Defense Presentation

The Cling Bag Collection: Mixed Media Bags Inspired by the Endangered Species and Biodiversity of the Philippines

presented by Clarisse Teresa I. Provido

hello!

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

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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

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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,

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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-

➤

➤

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

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To generate interest and eagerness towards the launch of the brand as a new collection

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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

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By implementing an effective mix of media and optimizing frequency of advertising placements to

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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 -

Instagram

➤ June 2019 -

Facebook

➤ 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 -

Instagram

➤ June 2019 -

Facebook

➤ 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

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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