Creative Manual
Eleanor Buxton 25019386
Contents Brand Strategy Market & trend strategy Repositioning map Target Consumers Brand Idenity Communication strategy
Brand Strategy Mary Quant was an English based designer who became popular in the Sixties for her avant-garde designs including the famous ‘mini skirt’ and selling to the high profile and very fashionable Chelsea Girls based around London who were at the forefront of exploring new designs and opportunities for women.
In the year 2020, Mary Quant is being given a new least of life by re-launching. The re-launch will be entering a whole new and exciting territory into the world of Urban Outfitters.
‘Urban Outfitters is a lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding.’
Market and Trend Strategy Mary Quant decided to collaborate with Urban Outfitters because the brand profile and ethos were in line with their own. Urban Outfitters touch points were a key factor as their target market and social media followers are the same target market as the consumer Mary Quant is wanting to branch out into. Both companies have similar pricing strategies and price points for example a skirt in Urban Outfitters would be around ÂŁ50, this would fall in line with the Mary Quant pricing brackets.
Repositioning Map
Mass Market
Prestige Price
Exclusivity
Affordability
Target Consumers Mary Quant target market consumers will be females, aged 1625. They want to appeal to young women of all different shapes and sizes and to meet the needs and wants of the millennial generation of one size fits all ethos. The lifestyle of the chosen target consumers would be that they live their lives on social media and that are in the know of all things TV, Music, Cultural, Political and Environmental.
Brand Identity The originality of Mary Quant’s designs will remain the same to her original designs of the ‘mini-skirt’ as well as keeping up with the ethos of Mary Quant forward thinking styles for the younger generation of women who are always pushing the boundaries of society. Mary Quant will cohesively merge the brand DNA into the Collaborative partner, Urban Outfitters because they both have similar ethos for their business and markets.
Communication Strategy For the relaunch of Mary Quant there will be many different touch points for the brand to reach their target consumers. Some of these for the brand would be through all social media outlets such as - Facebook - Twitter - Instagram - Snapchat - Pinterest As well as other online touchpoints, such as email and on the Mary Quant website. Their other touch points that are offline would be magazines adverts and billboards.
Another way Mary Quant will reach their target consumers is through their collaborative partner Urban Outfitters platforms such as their own social media, website, stores and on their packaging, as well. With Urban Outfitters having over 7million followers on their Instagram alone it means that Mary Quant the brand can be advertised into a wider target consumer that already has a built-up follow base unlike Mary Quant who would have to create a whole new social media campaign with zero followers at the start.
Within the Urban Outfitters flagship stores around the world there will be a dedicated launch promotion and area which will include some of the original images of the Mary Quant designs and even some stores having the old Mini Cooper car.