Paul Smith - The Big Idea

L U A P H T I PS

EMILY DRINKELD N0560145

BIG IDEA

WHO ARE GEN VIZ?

Gen Viz are a psychographic rather than a demographic - they represent the visual-first, early adopter culture of tomorrow.

They can be identified through their transnationalism and layers of identity, and are a mindset rather than a specific age group.

They are visual-first, as forms of communication requiring longer periods of concentration become increasingly less relevant to them.

- FUTURELAB TREND TALK 2016

THE FINAL IDEA:

Overview After reviewing my three ideas and taking into consideration strengths, weaknesses, opportunities and threats, my Big Idea is to host a launch party for the newest range of PS

by Paul Smith - however rather than simply having a press room with the clothing it will be more of a walk-through experience.

The Landscape As the world becomes increasingly digital, the next generation constantly look for an opportunity to live in the moment and physically experience something tactile. This event will be in collaboration with the Heiniken Scenthisizer whereby attendees are in a gig-like atmosphere however different smells are released throughout the performance - or in different rooms depending on the different looks - in accordance with the feel of the music.

This is a chance for Paul Smith to ‘own’ it’s own genre of music in relation to the brand heritage and existing identity with a younger and more lively approach, using music from his recent Apple Music playlists and relating to the culture of the 1960s and 1970s.

The Consumer The targeted consumer for this concerns the origins of the Big Idea itself; Generation Viz. The most networked and radically diverse generation in history, this psychographic of consumers are visual-first and easily distracted by multiple media streams. Following the event, they will therefore promote the brand without realising it throughout their extensive use of existing social media.

The Competitors Fred Perry have an existing Fred Perry Subculture which has a similar fashion tribe.

Live music events, clubs and festivals could soon catch on to this trend. Currently, there is no collaboration between the Scenthisizer and fashion; making it a completely unique and first-hand experience.

IN SUMMARY AIM: BIG IDEA:

How can Paul Smith use Generation Viz to create consumer-specific branding for the PS line?

A launch party for the newest range of PS by Paul Smith as a walk-through experience in collaboration with the Heikeken Scenthesizer.