DAVID NIEPER ENDLESS SUMMER CRUISE COLLECTION EMILY JERVIS
THE CONSUMER
‘A strong sense of style becomes more noticeable as you become older’ -Daphne Selfe
‘The flat agers are growing fast and have more in common with Millenials than Generation Xers or Yers’ - BeautyStat
This eclectic group of women, or, ‘Flat Agers’, as they are often referred, have had long, stylish and illustrious lives. They are glamorous and happy in their age, embracing it. To retire is not in their jurisdiction. This new generation of women are not focused on looking younger, to them; it is about their mindset and how they personally feel.
THE COLLECTION BY LEISA HUGHES
SEVENTEES STYLE C L A S S I C B R I TI I S H S U M M E R
PHOTOSHOOT
The collection named, ‘Everlasting summer’, instantly made me think of memories and youth. The ‘grainy’ look of the images provides a nostalgic feel, perhaps of a memorable summer. This, again, is highlighted by the warm, summer tones of the images. I propose the photo shoot be set at sea on a boat or cruise ship. Smooth wooden panels and freshly painted white walls, provide a crisp and refined foreground for the blue sea and clear sky. The model, in her 60s will look stylish, elegant and vivacious, dressed in this new collection.
PROMOTION
Being a relatively small brand, I would suggest the ‘Everlasting Summer’ collection is first promoted in newspaper supplements such as the Sunday Times ‘Style’ magazine, The Telegraphs ‘Stella’ and ‘supplement of the year’, the Mail on Sundays, ‘You’, magazine. For all of these supplements, the vast majority of readers of women aged 35+.
BRANDING/PACKAGING
Minimal and clean packaging would suit and cater to all tastes. It would reflect the elegance of your consumer without taking away from the product.