B E E M P O W E R E D B Y YO U R I N D I V I D U A L I T Y
BY VOGUE
A collection that speaks to millennial women on an individual level
THE MILLENNIAL WOMAN We began by researching the millennial and realizing that we want to be seen as an individual rather than a mass. So we summed the millennial woman up in a few adjectives: Adventurous • Social • Optimistic • Confident • Go-getter • Unique • Empowered
THE MILLENNIAL CUSTOMER We continued to notice these traits when we researched the consumer habits of millennials: Social shopper • Values opinions of others • Knowledgeable • Wants to connect with brand Researches before she buys • Wants brands she buys from to support her values
CONSUMER PERSONAS
• • • • • • •
Jessica
Frances
Female—25, in a relationship Renting an apartment in Oakley Graduated from Saint Louis University with a Bachelor’s in Marketing Currently in her first post grad job as Special Projects coordinator at Dress for Success An avid Facebook, Twitter, and Instagram user Uses her phone more than her computer for social networking She enjoys trying new local restaurants with friends and going to museums
• Female—30, married • Working mom with one son • Lives in a house in West Chester, New York • Graduated from NYU with a Bachelor’s in Journalism • Associate Editor for Newsweek • Uses Facebook and Instagram to stay connected with friends. Listens to NPR on the way to work and checks CNN every morning • She enjoys taking her son and Golden Retriever to the dog park, and going to the occasional music festival
“As you grow older, you will discover that you have two hands, one for helping yourself, the other for helping others.”
“You don’t need anybody to tell you who you are or what you are. You are what you are!”
Bryn • • • • • •
Female—21, single She’s renting an apartment with friends. Studying Biology at the University of Colorado Boulder She’s on Facebook and Twitter but she uses Instagram the most She works part time at the local library She spent her summer backpacking and camping in Moab, Utah, and beginning her career search
“If I hold back, I’m no good. I’d rather be good sometimes, than holding back all the time.”
HOW WE ARE REACHING HER Why are our personas not buying Vogue Eyewear? Vogue Eyewear Instagram: 36,000 followers
Vogue Eyewear’s New Instagram
Product and beauty shots that don’t evoke a lot of emotion. Beautiful women wearing the glasses, instead of everyday women. Not a lot of content to engage and interact with the consumer.
The New Instagram will promote Vogue’s new values and represent the lifestyle and emotion Vogue wants attached to their brand. It will feature posts that engage and interact with the consumer.
W H AT V O G U E S H O U L D S TA N D F O R Be empowered by your individuality.
These values represented in the 60s.
These values represented today.
O U R 60 S I N S P I R AT I O N
Audrey Hepburn
John Lennon
Janis Joplin
AUDREY HEPBURN: THE CL ASSIC
Audrey’s style and fashion in today’s society.
JOHN LENNON: THE INTELLECTUAL
John’s style and fashion in today’s society.
JANIS JOPLIN: THE BOHEMIAN
Janis’s style and fashion in today’s society.
C O L O R PA L E T T E A N D M AT E R I A L S Th e go l d a c c e n t i n w a s i n s p i re d b y 1 9 6 0 s j e w e l r y, a n d e a c h o f o u r p o p c o l ors wa s i ns p i re d b y t h e b r i g h t c o l o r s u s e d i n th e 6 0 s a n d o u r i c o n s . Th e c ol o r re a l ly e m b o d y e a c h i c o n a n d t h e i r o v e r a l l s t y l e .
THE CLASSIC FRAMES We chose to do two very distinct cat eye shapes. The first one has a cutout in the corner with gold details lining the inside of the frame, while the other is a hybrid of the circular lens and cat eye shape.
THE INTELLECTUAL FRAMES For the intellectual frames, we were inspired by John Lennon’s iconic circular glasses, however we wanted to translate that into a more wearable shape for everyday women. For that reason, the first frame has circular lenses that are highlighted by the curvature of the wire, while the plastic frame itself is not circular. For the second frame, we have more a traditional shape, however the color blocking interacting with the materials adds a layer of intrigue and sophistication to the product.
THE BOHEMIAN FRAMES For the bohemian look, we translated that free spirit into the sunglasses by using bright colors and the ombrĂŠ effect on both frames. The first are petite frames that bring color to both the front and side in a dynamic way, while the second is a feminine aviator that with soft curves and playful integration of gold and bright color.
D E TA I L S A l l 6 fram e s us e m e t a l, p l a s t i c a n d u n i q u e c o l o r b l o c ki n g t o g i v e a n a i r o f q ua l i t y a n d t h o u g h t t o e a c h de s i g n .
BRANDING Ou r brand i n g a p p roa c h t o o u r l i n e o f f r a m e s i s i n t e n d e d t o e n s u re th a t the con s um e r un d e rs t a n d s t h a t t h e y t h e m s e l v e s a re th e h e ro i n o u r st o r y. To d o s o w e m a d e s u re t o u s e a m i n i m a l , s u b t l e a p p l i c a t i o n o f t h e brand. The Vo g ue Bra n d Ma r k wi l l b e f e a t u re d o n t h e i n te r i o r o f t h e t e m p l e t i p o n e a c h f r a m e.
VO GU E
MARKETING: ONLINE In stagra m p os t t o e n g a g e w i t h t h e c o n s u m e r t h ro u g h c o n t e s ts to b e f eatu red a s t he n e w f a c e o f vo g u e . A p o s t t o b ri n g th e m i n to th e s to re t hrou g h a l a un c h p a r ty a n d g e t a p e r s o n a l i z e d c a s e w h e n y o u p u rc h a s e .
@sunglasshut @vogueeyewear #autographs #iamvogue #inspiredbyyou
MARKETING: IN STORE Ey e c a t c h i n g i m a g es f e a t u r i n g o u r t a g I A M VO G U E a n d th e u s e r gen e r a t e d c on t e n t c re a t e d t h ro u g h t h a t t a g to c o n n e c t w i th t h e c o n s u m e r o n a re a l l e ve l .
MARKETING: IN STORE Con ti nui ng t h a t t a g t h ro u g h o u t t h e s t o re t o h a v e t h e c o n v e r s a ti o n be tw e e n t he c o n s um e r a n d t h e b r a n d . We a re i n s p i r ed b y y o u a n d w a n t t o d e s i g n f or you s o t e l l u s wh o yo u a r e. I AM ___________
bryn I AM ___________ grungy
jessica I AM ___________ buffering I AM ___________
I AM VOGUE
I AM VOGUE
frances sasha fierce
I AM ___________ jessica ___ I AM ___________ jessica M ___________ I AM AM ___________ ___________ I buffering ___ I AM ___________ buffering M ___________ AM VOGUE ___________ II AM UE I AM VOGUE M VOGUE I AM VOGUE
bryn y grungy
frances frances sasha fierce sasha fierce
M ___________ I AM ___________ M ___________ I AM ___________ M VOGUE I AM VOGUE
T H A N K YO U Hanna Firestone, Justin Nolt, Grace Romeo, Paige Thinnes, Chelsea Wendling