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STRATEGY 28 LAUNCH 29 EVENT 30
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REFERENCES 33-34
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BRAND IDENTITY
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“Understand me. I’m not like an ordinary world. I have my madness, I live in another dimension and I do not have time for things that have no soul.� Charles Bukowski
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CONCEPT London-based brand Kurt Geiger is launching an influential new campaign ‘Do it with Soul’. The campaign will go beyond the current focus on a runway model’s lifestyle and will focus more on the lifestyle of consumers on the high street with a desire for luxury. Founded in the sixties, Kurt Geiger is taking the brand back to its roots and showcasing an iconic brand identity. A website rebranding Kurt Geiger and a promotional film as an extension of the campaign will go together to support the campaign ethos ‘Do what you must, but do it with Soul’.
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RATIONALE The aim of this campaign is to focus on the individual customer and their interests, style and personality. The customer should feel that this luxurious yet affordable product can transcend beyond the purchase to give confidence and ability to ‘Make The Move’. Body image is a very important topic in the fashion industry constantly being redefined as ‘what is beautiful’ ‘what is too skinny, too fat’. This campaign hones in on the simple subject that nothing is beautiful, strong or inspirational without soul. That, simply put, is the key to happiness and success. The individual customer is the focus, this campaign is about celebrating looking like an icon and being your own icon.
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MARKET RESEARCH TRENGTHS • Creating an in-depth personality and lifestyle selling point for the brand, appealing to wider audience • Campaign is reaching men and women as opposed to the predominant females driven campaigns in the past • Website extension, film and backstage footage showing the creative process to consumers • App would make shopping and following the campaign easier and notifications directly alert the customer with new products/ offers. • Extending conversation between brand and consumer • British retailer sells its own brands as well as other major designer brands • Luxury products and store design • 70 stores globally and over 170 concessions extends consumer reach
EAKNESSES • • • • • •
Online presence is basic Campaigns reach women only at present Limited social network activity/promotional events Creative director lacks communication with consumers Lack of celebrity endorsement for a luxury brand Blog has not been utilized as a place of up-to-date information and inspiration • Customers may use Shoeoholics instead of Kurt Geiger knowing they can get the older lines heavily discounted • Brand talked about launching an app in 2011 and are yet to produce it.
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PPORTUNITIES • • • • • • • • • • • •
Expanding market to young urban creatives Linking campaigns directly to British heritage Online conversation Creating modern brand image/ethos Instore presence/experience Styling instore Events/ popup shops Collaborate with brands/organizations with similar strategies - opportunity to gain sponsorship and increased recognition Employee Identity Increase sales Through more efficient shopping system Relations with press and media
HREATS • Shoe brands with competitive prices and more features in magazines, blogs and Lookbooks • Brands with larger online following • Similar products, cheaper prices • Change in customer demands • Customers waiting to buy with knowledge of seasonal discount sales
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MARKET DATA
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MARKET ANALYSIS PRODUCT Kurt Geiger was founded in London in 1963 and has established a unique product identity for each label. The range of focus from craftsmanship, slick stilettos to London-cool means the brand caters to a range of people.
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The campaign ‘Do It With Soul’ is inspired by the period Kurt Geiger was founded. The fluorescent expression and freedom that people of the time strived for. Artists such as David Bowie, the growth of Disco and Motown music, the relaxation of social taboos and great political voices such as Martin Luther King. Every Customer will be inspired by this campaign to be their own icon. Do It With Soul will be shared through an online extension to the Kurt Geiger website and a promotional film telling a story of the London Lady and the Geiger Gentleman. Social media sites and photography will be shared during the launch of the campaign encouraging conversation between the brand and the consumer. Both women and men will feel valued and empowered by the campaign to use their Kurt Geiger products to conquer the world.
POSITIONING
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Kurt Geiger is positioned within the luxury shoe and accessory fashion market. The brand sells its own labels in addition to selling designer brands such as Michael Kors. London styling is a core brand value and selling other brands draws customers towards KG products. The brand wants to embrace their authentic, real brand essence in an industry with a lot of false imagery and bad quality covered with heavy editing. ‘Do It With Soul’ will tap into generations who grew up in the 1960’s as well as young audiences who follow pop culture and appreciate that current trends are heavily influenced by the movements during this period. The realistic, iconic tone of the campaign will create a voice of its own for consumers to ‘Make The Move’. A celebration of London’s history and London’s future.
PRICE Customers will be able to download Kurt Geiger’s app free of charge, showing the new collection and the production process of the campaign. Fig. 16
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PLACE Flagship store in Covent Garden, London. The company sells varied ranges in stand alone stores as well as concessions. online offers a full range of products, in addition Shoeoholics sells old lines heavily discounted. Fig. 14
PEOPLE The Kurt Geiger team have approximately 35 members of staff working at Head Office in Farringdon. They work in the departments of E Commerce, press and marketing, IT, property and facilities, merchandising, buying, designing and customer service. The flagship store in Covent Garden has approximately 6 people working as a customer assistant and smaller stand alone stores/ concessions will have 2-4 members of staff working including a stockroom assistant.
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The Head Office will run as normal during the campaign, however a collaboration with an out of house marketing team will help give Kurt Geiger a strong directional influence. The Saturday Group’s Erik Torstensson assisted in the photography for Spring/ Summer 16 campaign with Karlie Kloss. The creative director will over-see all production of the campaign. The in-house design team will create limited edition products to be promoted in the campaign Do It With Soul. An installation will be featured in the Covent Garden flagship store during the launch. This will require hiring of external staff to assist with constructing the installation.
PROMOTION
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Do It With Soul will be promoted through the following methods: • Online website extension ‘Geiger World’ • Kurt Geiger app • Promotional film • In-store event at flagship store in Covent Garden • Social media platform posts to create hype for special edition products • Live Q&A on website with creative director about new collections/ campaign • Window display • Pop-up shop • Magazine advertising • Film shown on fashion websites/TV • Small hand out to put into in-store and online bags upon purchase • Special edition products
PACKAGING
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• Shoe boxes will remain the same for all products except the special edition’s • Special edition products will be in a matte black box which opens as two doors to reveal the stunning limited edition product in a dazzling contrast print inspired by studio 54 and disco. • In-store purchases will be packaged in the classic long string, high quality gloss Kurt Geiger bag but in reflective silver. This will be represented of the campaign and the reflective mirrors and bright theatrical lighting in the store. • A copy of the Do It With Soul campaign handout will be put into the bag with every purchase.
SURVEY
86.67% use social media to keep in contact with friends
88.33% prefer to access a retailer at their own leisure
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A survey of 100 participants was conducted targeting consumers aged between 16-36. Participants were asked about their online activity to gain a stronger understanding of which media platform is the strongest and how it is being used.
Facebook resulted in being the most popular form of social media used by consumers.
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LONDON LADY 18-35 year old Yuccie (young urban creative) The Kurt Geiger London Lady is switched on, hard working and lives a fast paced life. She has an admirable aura of confidence. She isn’t afraid to make the move, jumping at new opportunities. She is focused and motivated but always makes time for a gin and elderflower with a girlfriend. Reading her monthly fashion, travel or lifestyle magazine on her beanbag is a relaxing time she takes for herself while Lauryn Hill plays in the background. The Kurt Geiger woman buys clothes and shoes that energize her like a double espresso, ready to take the day, night or both. Buying less and choosing well are important factors for the London Lady’s wardrobe. She wants to feel comfortable, cool and sexy. London Lady has an online presence and looks on her fashion accounts for inspiration of the latest products and trends on the market. All London ladies are equally successful and fierce in their pursuit of being their own icon. London ladies wear red, white and black often to embrace modern, British style transcended from a soulfully chic fashion history. The London Lady doesn’t always have time to make her bed but she’s always looking fresh and never late to see a girlfriend for coffee.
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GEIGER GENTLEMAN 18-35 year old Millenial. You will find our Geiger Gentleman walking through a city park alone or catching up with a friend. He is alert in the mornings apart from Sunday’s when he sleeps in. Occasionally he surprises his girlfriend with breakfast in bed. Geiger Gentleman enjoys a range of music, he believes live music is real and best appreciated. He tries to catch local bands and upcoming artists shows in the city. He takes care of his appearance and wears tailor-made cologne because he appreciates personalization. He never forgets to hold the door for a lady or say please and thank you to the waiter, equally he is not impressed with people who use their phone when he is having a conversation with them. He is career driven and sensible with his savings, however he is always tempted to take a risk and travel the world. Arrogance is averted by his captivating, sharp charisma, which oozes mystery. At the end of a long day an Old Fashioned is always welcomed followed by an episode of Suits. The fast paced city life excites the Geiger Gentleman but he values the peace and tranquility of the Scottish Highlands in Spring. “Try not to become a man of success, but rather a man of value” – Albert Einstein.
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COMPETITORS
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Dune • 50 UK stores • 169 concessions in major deprtment stores such as topshop and house of fraser • sole searcher tool online. website searches entire portfolio of stock to find item in one of their stores • online dedicated to uk, us, french, german and spanish • ships to over 100 countries and in 70 currencies • well updated blog #startwiththeshoes
Topshop • Supports homeless charity Centre Point • Topshop Unique at London Fashion Week showcases collections and has a large following. Live feed on social media and live chats • Online magazine updated weekly • Range of products of own brand and brands such as Calvin Klein and Rare. • Collaborations with Kate Moss and Christopher Kane • Under NEWGEN scheme
Michael Kors • American luxury with a presence in over 95 countries • Destination Kors on the website covers travel, celebrities trend reports, runway coverage, ad campaigns and lookbooks • Works with united nations world food programme • God’s Love We Deliver volunteer work. Michael Kors gets involved helping to cook meals • Sales were 4.37B in 2015
Aldo • 900 retail stores across Canada, US, Uk and Ireland • Three distinct brands; Aldo; Call It Spring; Global. • Aldo group expanded over 95 countries • Involvement with industry associations such as; The Retail Council of Canada; National Retail Federation and a board member of Canadian fashion brand Aritzia • Donates to AIDS organisations
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Content This exciting website extension to the current Kurt Geiger website will not only display all aspects of the campaign Do It With Soul, it will also be a portal for the latest trends, lookbooks and all brand activity. The website will house the promotional film and this extension will remain as the new portal for all future campaigns and aspects of ‘Geiger World’. Line25 website blog has inspired in house web designers how to tell the story of the campaign through moving images and writing. The website address will remain the same as kurtgeiger.com as the campaign will act as an extension.
Layout At current, the website is a simple monochrome and red palette and doesn’t reflect the mood of the store as successfully as it could. The Do It With Soul extension will showcase the potential of the website as a potential complete revamp and restyle. Luxurious imagery and layout will take the consumers’ minds away into a world of iconic products and inspiring film. The site will remain on brand with a crisp British style but with a more unique, glamorous finish.
Maintenance Articles will be written and posted onto Geiger World weekly by the in house marketing and online PR team. Research will be conducted to keep up to date with consumer trends and who is wearing their products. The tone of the articles during the campaign will be in keeping with the theme of icons and ‘Do what you must, but do it with soul’.
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PROMOTIONAL FILM Styling The overall aesthetic of Kurt Geiger campaigns is powerful women with a classic, high end image. Do It With Soul campaign photographs and film will be a combination of cool British style combined with sixties disco. This will appeal to both ends of the market age bracket as it’s a style which is past and present.
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Message There will not be talking from the models in the film instead there will be a mixture of disco music with modern, alternative riffs. Artists such as Honne, Fleetwood Mac, Earth Wind and Fire and Jack Garratt will be considered for the soundtrack of the campaign. Soul being the core of the campaign’s message will be portrayed by rich, soulful voices in the accompanying music.
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Visuals On location and in the studio, both the Geiger Gentleman and London Lady will be captured in different settings during the campaign. The focus is on the model and their lifestyle with reference to the special edition products. The iconic British image of the brand will be exuberant through funky outfits in juxtaposition with some simple backgrounds and natural hair and makeup.
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LOGISTICS
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Location Covent Garden based premier event space Ice Tank will provide one of the studio locations for the fashion film and campaign shoot. There is 2500sq feet of space which can be used to its full potential with it being close to the head office and accessible to all staff involved. The central London positioning of the studio will be easy for the delivery and removal of equipment. The space will cost £2,200 including a £100 booking fee and £200 refundable damage deposit for the booking. The space will be available between 9am-7pm. The studio will be paid for up front with proof of public liability insurance cover. On location shoots will take place in Kensington and Columbia Road flower market. A full risk assessment will be carried out before the shoot takes place.
Equipment Direct Photographic based in London will provide a Nikon camera body and two lenses for £350. Lighting hire for Fresnel heads, focus reflectors and soft boxes will cost approximately £200.
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Transport Icanhire.com will provide a large Ford transit van for ÂŁ95.20 per day. The van location is only 4.9 miles from central London so will be easy to deliver all shoot props, wardrobe items and set design pieces to the location in Covent Garden, Kensington or the flower market.
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Photographer and Filmmaker Rebecca Farrar-Hockley, creative director of Kurt Geiger will oversee all shoots and filming and give direction over movement and styling. Photographer Bill Bernstein has experience shooting musicians and the disco period first hand. His ability to capture extraordinary moments will bring a raw, realistic mood to the shoots for Do It With Soul. Diana Kunst is a filmmaker and commercial director who will direct the Do It With Soul film. Her previous work has been for Gucci, Vogue and Dust Magazine. Her raw images combined with timeless style and storytelling makes her the perfect cinematic creator for this campaign. Her talent lies in creating a fresh, thought provoking atmosphere with stems of sexuality. Slightly dark, twisted undertones leave a slight mystery in her work.
Models Trends this year include couples travelling or documenting their lifestyle on a blog and receiving a large online following. To keep authenticity to the brand, there will be a casting for real couples to keep a natural, desirable focus on the campaign. The film will capture each individual as their own icon, and then finally as a pair showing they are equally iconic. This could be considered a link to a pair of Kurt Geiger shoes. Models will be paid ÂŁ300 each and reimbursed for travel costs around London only. All models will sign an ethical form to prove their consent for all filming and photography.
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Hair and Makeup Hire of Charlotte Tilbury makeup artists for the shoot will be directly sourced from flagship Covent Garden store. These artists charge ÂŁ80 per shoot, however mentioning of the makeup brand on our website means we will only be charged for one artist. Hair stylist would be sourced from styling and makeup directory Fashionrider.com. This gives freelancers, graduates and less experienced hair and makeup artists an opportunity to become involved in a luxury brand campaign.
Risk Assessment potential risk studio lighting electric wiring backdrop falling off props heated lights outside conditions
make up
potential outcome
pre-caution
ensure covers are on lights and lights headache, migrane, are not too bright loss of vision ensure all wires tripping, damaging cables, electric shocks are tidy, not broken ensure models tripping on edge of remain on backdrop material ensure model is in injury from falling balanced positions turn off equipment which could potential burns or overheat electrical fire check the weather bad weather causes pre shoot falls and trips allergic reaction to make up on models skin
skin test before using makeup
emergency use appropriate medication assess injury and seek medical help seek medical help if seriously injured depending on height of fall assess for further action call emergency services if fire breaks or treat burns assess any injury caused remove immediately if a reaction occurs
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LOOKBOOK & APP In addition to the website there will be a launch of a new app for customers to shop easily and create wish lists. The app will be able to be personalized by customers. They will have access to Kurt Geiger’s lookbook and saving the styles they like for inspiration. This will make purchases easier and more convenient. Geiger World will be on every customer’s phone app. In order to download the app free, customers have to pick up a free promotional ‘Do It With Soul’ campaign card in store. They will also get the chance to win 20% off in store by spinning a disco ball on the app to find out if they’re a winner.
Lookbook will feature celebrity’s style wearing their Kurt Geiger products and the brands own styling. Customers can hashtag #KGDoItWithSoul via Instagram and Kurt Geiger’s campaign page will repost as many of the customer looks as possible. This will ignite conversation between the consumers and create recommendations and sharing. Twitter, Pinterest, YouTube and Facebook will be updated often during the campaign to reach all followers.
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STRATEGY
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• Gain a wider and larger following for the brand • Create a unique brand identity from the campaign • Expand global reach through ecommerce • Create strong brand communication over a variety of social media platforms • Use access to dark social media as an advantage for sales • Make the Kurt Geiger shopping experience seamless • Become the biggest luxury British shoe and accessory brand
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Do It With Soul event at Covent Garden flagship store
The event aims to promote the campaign and limited edition products. inviting customers to experience a night of luxury, soulful music and gorgeous food and drinks
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IMAGE REFERENCES Figure 1 http://3.bp.blogspot.com/-qLeVQcMdoNM/Tdc6B1MO1OI/ AAAAAAAABF4/pC89G2-BLzo/s1600/kurt_geiger_ss11_2_ hr.jpg Figure 2 http://1.bp.blogspot.com/-eeNsF9w5BKU/TxXQ3fFIkKI/AAAAAAAAAQE/OE4ziKlKUfE/s1600/ss12-6.jpg Figure 3 http://1.bp.blogspot.com/-6MnL5h4bPdU/VcOgG3PeExI/AAAAAAAAAnI/X18QwFnoXvY/s1600/KG_AW15_ PRESS_DPS_.jpg Figure 4 https://scontent.cdninstagram.com/hphotos-xaf1/t51.2885-15/s640x640/e35/sh0.08/11377684_162 8013167442475_56730715_n.jpg Figure 5 http://www.thesundaytimes.co.uk/sto/multimedia/dynamic/00218/woman-1024_218649k.jpg Figure 6 https://cdn.netvouchercodes.co.uk/img/nvc/stores-large/kurt-geiger-screenshot.jpg Figure 7 http://static.kurtgeiger.com/media/catalog/product/cache/1/image/9df78eab33525d08d6e5fb8d27136e95/2/3/2344550209.jpg
Figure 8 http://www.thecoolhunter.net/images/kurt.jpg Figure 9 https://uk.pinterest.com/pin/557250153869144426/ Figure 10 https://uk.pinterest.com/pin/ATBgMij-F-cF2nsyko7z3N-bw9j-7RPIHzeUirbclB8ckQeuRTjvg2c/ Figure 11 https://uk.pinterest.com/pin/AUA6G9WQUvsOYiC0f_9i4b2RZ1fpb5qkRwMo9U-gM6POl_ BZ6l2VEv0/ Figure 12 https://uk.pinterest.com/pin/292171094552562683/ Figure 13 https://uk.pinterest.com/pin/76772368622521961/ Figure 14 https://uk.pinterest.com/pin/415457134349843328/ Figure 15 https://uk.pinterest.com/pin/516084438525747004/
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Figure 16 https://uk.pinterest.com/pin/207798970284939179/ Figure 17 https://uk.pinterest.com/pin/451345193886859715/ Figure 18 https://uk.pinterest.com/pin/121456521178335802/ Figure 19 & 20 http://www.fubiz.net/2012/07/27/shadow-photography/ Figure 21 https://uk.pinterest.com/pin/567172146795571418/ Figure 22 https://uk.pinterest.com/pin/330733166362101054/ Figure 23 https://uk.pinterest.com/pin/473792823279163596/ Figure 24 https://uk.pinterest.com/pin/433541901607439882/ Figure 25 https://uk.pinterest.com/pin/377246906257575587/ Figure 26 https://uk.pinterest.com/pin/473792823279220014/ Figure 27 https://uk.pinterest.com/pin/473792823279220014/ Figure 28 https://uk.pinterest.com/pin/340866265527355662/ Figure 29 https://uk.pinterest.com/pin/58687601371478504/ Figure 30 https://uk.pinterest.com/pin/473792823279154261/ Figure 31 https://uk.pinterest.com/pin/473792823279163409/ Figure 32 https://uk.pinterest.com/pin/417568196678573774/ Figure 33. Laura Morrissey on Pinterest https://uk.pinterest.com/lauralizzie543/
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LAURA MORRISSEY W12008124 DE0931 CONCEPT REALISATION AND PROMOTION