Peacocks
In the news
The Brief
“But industry watchers warm, that no matter how expert Day is at Turnaround, he faces a tough job in getting Peacocks back on its perch.”
Problems
“Peacocks 388 stores. Would like even more. Cheap, fast fashion. Modelled by Daisy Lowe” “The Peacocks chain is not EWM’s first ventur into tight-fitting outfits and disposable fashion favoured by under 30s. Last summer, the knitwear company bought about 60 Jane Norman stores when the fashion chain fell into administration.” “Best known as the home of conservatively styles knitwear and fleeces for middle-aged women, EWM is not the most obvious new home for the cheap chic of Peacocks.”
Need better reputation to sell high brand Low brand awareness - despite stores and stats Unsure of target audience Secondary location so need to make up for this Bring brand into todays market (e.g. facebook) stuck in 1990s What we are being asked to do As well as solving the problem in the brief, we had another problem - Peacocks is £750 million in debt, and after going in to administration, was taken over by EWM, who closed over 200 of the 611 UK stores. There website is currently down and nobody is certain about the future of Peacocks.
Increase brand awareness Don't exclude the existing 'family' customer Focus on a specific customer or broader appeal Devise an advertising campaign Enhance Peacocks fashion credentials
Survey After conducting our own primary research, as well as reading up on Peacocks in the news, we realised that a campaign like ours is desperately needed to give Peacocks the fashion credentials other successful stores have and to answer the problems that are set in the brief.
How much would you spend on an average trip to Peacocks?
If you do shop in Peacocks, do you buy for:
How often do you shop in Peacocks?
Do you like the clothes shop Peacocks?
Comments in our survey for reasons why people don’t shop in Peacocks for clothes included: the clothes are tacky; quality is too cheap; the logo is awful; the store layout is cluttered; don’t know much about it; not aimed at younger generation and that it seems outdated.
YCN Competition Brief
Company’s Mission “To be the best value for money clothing retailer, always delivering outstanding customer service.”
Theme Peacocks was founded in 1884 by Albert Frank Peacock. The stores are quite different now, as the emphasis is on fashion, meaning the stores popularity has continued to grown. The store is one of the UK’s leading value fashion retailers offering clothing, shoes and accessories for men, women and children. Peacocks had over 700 stores in the UK, with the majority being in secondary locations. Many featured the new logo, which replaced the old purple and yellow one. There is also a website and an online presence using social media, such as their Facebook page. The Pearl Lowe range for Peacocks, modelled by Daisy Lowe was a big achievement, as well as the catwalk premium catwalk-inspired womenswear range. Peacocks hopes to pick up new, fashion- inspired customers, strengthening its fashion credentials. Despite the success of this well known, family friendly fashion store, they had £750 million pounds worth of debt, which leads us on to the problem...
YCN Competition Brief
Design Direction Graphic design that inspire us: Simplistic layout Colourful Stock choices Negative space Exciting fonts Bold logos Fresh approach Type & image
YCN Competition Brief
Method of Delivery Main deliverables Labels Editorial promotional features Posters for in store windows, billboards, hand outs Creating a buzz Social networking promotion e.g. ASOS - constant advertising Instore advertising
YCN Competition Brief
Concept We believe that our main selling point is through celebrity endorcement and honesty through clear communication. We want to promote the inexpensiveness and make this the unique selling point. However, we would like to add value through the opportunities that celebrity endorcement bring.
Theres no peacocking here, just good fashion.
Content We have recognised that we need to create a necessary improvement in the advetisment of Peacocks. With the recent take over of the company we beli eve it is our opportunity to create a buzz to increase brand awareness to the target audience (18-24 year old females) that are interested in low budget/good value clothing.
YCN Competition Brief