Showalter_10.1.1_final

Juicy Couture Handbag Campaign

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Juicy Couture is a women’s luxury brand. Its handbags are glamorous, edgy, versatile to fit the needs of women around the world. Creating a campaign to highlight Juicy Couture’s differences, and redefining the target audience, to successful women ages 22-35, will allow for increased brand penetration. Utilizing media that appeals to women in the new target audience will engage them in the brand and create a connection to harbor brand loyalty.

Introduction 3

Research Research Paper ..... 1 SWOT ..... 3 Competitive Analysis ..... 5 Creative Brief ..... 7

Creative Development Moodboards ..... 9 Design Toolbox ..... 11 Logo Development ..... 13

Table of Contents 4

Style Guidelines Logo ..... 15 Logo Usage ..... 17 Images ..... 19 Textures ..... 21 Color Palette ..... 23 Typography ..... 25

Design Solutions Website Design ..... 27 Social Media ..... 29 Magzine Print & Digital ..... 31 Mobile App ..... 33 Video ..... 35 Guerilla Marketing ..... 37 Conclusion ..... 39 References ..... 41

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Style Guidelines

Black and White Logo

Color Logo The color logo must follow this exact critera:

The color combinations are as follows:

Light Pink and Dark Purple

Light Purple and Dark Pink

The leaves at the bottom, the logo outtline, and the

Juicy Couture name are always black

The B&W logo must follow this exact criteria:

The outline and flower

details are always white

The flower petals, leaves

at the bottom, and the

Juicy Couture name are

always black

The overall logo outline is

always black

The logo can be used with or without the words Juicy Couture on certain items such as Guerilla Marketing Purse hooks, where fun catchy phrases will be used instead, and on handbags.

Logo Usage - Do’s

Clear Space

Minimum Size

The logo cannot contain any non-brand colors The logo cannot be stretched vertically or horizontally

Do not skew or distort the logo

The logo must adhere to the required color combinations.

Do not rotate the logo in any direction.

Logo Usage - Don’ts

Do not create the logo at a scale smaller than 2� wide. Do not add any other elements within the designated clear space of the logo. The logo design and brand name are the only acceptable elements allowed within the clear space. The only exception is creating a gold or silver emblem design for handbag use.

Abstract The handbag industry is an ever-growing industry with a vast number of designers and stores. Women are inundated with so many handbag choices, that finding a way to differentiate Juicy Couture from the competition is important to increase sales and brand awareness. Juicy Couture is unlike the competition in that the brand is fun, edgy, and glamorous, and versatile enough to use for any occasion.

Creating a campaign to highlight Juicy Couture’s differences, and redefining the target audience, to successful women ages 22-35, will allow for increased brand penetration. Utilizing media that appeals to women in the new target audience will engage them in the brand and create a connection to harbor brand loyalty. Social media is a staple in the lives of the redefined target audience, so utilizing all platforms such as Facebook, Instagram, and Twitter will spread the brand news and sales promotions to as many women as possible. Print and digital magazine advertisements will benefit the campaign because women read magazines for pleasure and to feel a sense of reward. For the digital advertisements, women will have the ability to interact with the ad to engage them and reinforce the sense of reward.

Research Footer

The advertisements will be fun and edgy, just like the Juicy Couture brand. The color and typography choices will reinforce the brand feel and set Juicy Couture apart from the competition. The Juicy Couture logo has been around since the brand’s inception; therefore updating that will create a new improved brand feel to appeal to the new target audience. Overall the Juicy Couture rebrand campaign will create increased sales and brand recognition.

Target Audience Women ages 22-35 are style savvy and need a handbag to match their lifestyle. These women are established in a career, or recent college grads starting out for the first time.

They enjoy looking glamorous and showing off luxury items.

Hobbies include hanging out with friends, grabbing drinks after work, going shopping on the weekends, and enjoying life.

Women who ‘like’ the Juicy Couture fan page on Facebook and ‘follow’ the Juicy Couture Twitter feed have the ability to ‘share’ the updates with all their Facebook friends and Twitter followers. Spreading awareness by using ‘word of mouth’ marketing is the best way to reach a broad range of women, and it is also a free way to market a product. Women enjoy interacting with a brand, and research shows “80% of women share photos, videos and links online1.”

What better way to spread the word than allowing the target audience to promote the brand to their friends and acquaintances?

Media Outlets Social Media

Social media website usage has been dominated by women, which makes it a worthwhile asset to promote the Juicy Couture brand. Marketing research shows that 58% of Facebook users are women, and 62% of Twitter followers are women1. This information reinforces the need to have a presence on these social media sites to appeal to women in the target group. Utilizing a Facebook fan page and Twitter account will spread awareness of Juicy Couture handbags and promote the product in a positive and fun light. Juicy Couture will also utilize Instagram as a way of sharing fun pictures of Juicy Couture handbags and models using the handbags in different locations, to represent the brands versatility. Sales and special promotions will be announced via social media to help reach as many women in the target market as possible.

1

Fox, G. (2012, October 5). Marketing to women 65 statistics showing their marketing influence. Retrieved December 2013 from http://www.tribalcafe.co.uk/marketing-to-women-65-social-media-mobile-and-internet-stats-on-women/

The Designer

Elizabeth Showalter MDMFA Project Book June 2014 elizshowalter@gmail.com