Handbag Campaign
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Juicy Couture is a women’s luxury brand. Its handbags are glamorous, edgy, and 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
Creative Development
Brand & Campaign Overview ..... 8
Moodboards ..... 22
SWOT ..... 14
Design Toolbox ..... 23
Competitive Analysis ..... 16
Logo Development ..... 24
Creative Brief ..... 18
Print and Digital Development ..... 26 Website Development ..... 27 Social Media Development ..... 28 Mobile App Development ..... 29 Video Development ..... 30 Guerilla Marketing Development ..... 31
Table of Contents 4
Style Guidelines
Design Solutions
Correct Logo Usage ..... 34
Website Design ..... 46
Incorrect Logo Usage ..... 36
Social Media ..... 48
Textures & Imagery ..... 38
Print & Digital Ads ..... 50
Color Palette ..... 40
Mobile App ..... 52
Typography ..... 42
Guerilla Marketing ..... 54 Video ..... 56 References ..... 58 Image References ..... 59
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Research 7
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, 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. The digital advertisements will offer women the ability to interact with the ad to engage them and reinforce the sense of reward. 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. When it comes to the current logo, it has been around since the brand’s inception; therefore updating it 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.
Brand & Campaign Overview 8
Brand and Industry Overview Juicy Couture was once a well-known name in the fashion industry. Due to the influx of brands in the fashion industry, the Juicy Couture brand has decreased in the minds of consumers. In 2003, Juicy Couture introduced handbags to the product line. The accessory line proved to be very successful and was endorsed by numerous celebrities. To increase consumer brand awareness, Juicy Couture needs to return its focus back to its successful handbag line. Bringing the handbag back as the main product to promote the Juicy Couture brand will increase sales as well as increase consumer awareness. Current market trends from the 2013 Global Handbags Market Report, show that consumers are looking for “luxury” products in the handbag market due to the increase in their income 1. It is also predicted that demand for handbags will continue to grow through 2017 2. In order to increase brand awareness and market penetration, it will be important for Juicy Couture to communicate a captivating target message. The message is that Juicy Couture handbags are fun, edgy, and glamorous for women on the go. Owning a Juicy Couture handbag will leave the consumer with a sense of fulfillment and confidence. Consumers enjoy finding ways to express their own unique style, and Juicy Couture offers that through its diverse selection of fashionable and noteworthy handbag styles.
1. (2013, Global handbags market) 2. (2013, New! usa handbags)
When Juicy Couture was first introduced, the brand was one of the most fashionable brands in the fashion industry. Celebrities were endorsing the brand, adding to its reputation. Unlike other brands in the fashion industry, the Juicy Couture style remained the same from year to year. Business Insiders 3 found that consumers purchase brands that keep up with the fashion trends, and because Juicy Couture did not change like other brands did, sales and market share decreased.
“The humble handbag, an item you select carefully and guard fiercely, as von Furstenberg breezily explained, is the most overt sign of your identity and personal space during daylight hours” - Georgia Shaw14 9
While it was once a declining industry, the handbag market has begun to grow. Consumers are seeing an increase in disposable income; therefore they are looking to purchase higher quality products. The handbag market is also experiencing an increased demand for higher quality products due to changing consumer preferences. The Global Handbag Market report 1 shows that consumers want a brand that stands out and that can be shown off. With e-commerce becoming more popular and accessible, it helps drive brand awareness all over the world. In the fashion handbag industry, competition is fierce. Juicy Couture competes with Guess? Inc., Calvin Klein, Fossil Inc., Coach, Michael Kors and Tommy Hilfiger. Most of Juicy Couture’s competition has not been struggling when it comes to sales and brand penetration. Most of the brands understand the need to keep up with changing market factors and consumer preferences. Juicy Couture has not seen any form of fashion style change since the brand’s
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inception. While some consumers would see this as a good brand move to show Juicy Couture is established and confident with its brand, the numbers are proving this to be incorrect. Juicy Couture is seeing a decrease in sales due to a decrease in consumer interest, and the competition is far exceeding Juicy Couture when it comes to sales and brand awareness. Because of this, Juicy Couture was forced to make aggressive product markdowns. Accessories magazine 4 reported that in 2012, Juicy Couture was estimated to bring in between $70-$73 million for the year, however, in October of 2012, that number was changed to estimate earning for the year of $28-$38 million. It has also been shown that Juicy Couture outlet stores are having more success in sales than the full priced retail stores. This project will look to increase handbag sales in all facets of the brand. Juicy Couture’s current target audience consists of teens and young adult women. The problem with this target audience is their low income. Most individuals in this target group are in college or recent college graduates just starting out their careers. Their disposable income is not as high as those individuals in established careers; therefore they may be unable to afford Juicy Couture handbags. At most, these individuals would rely on others to purchase the products for them.
3. (Lutz, 2013) 4. (Accessories Staff, 2012)
New Target Audience There are a couple changes that the Juicy Couture brand needs to accomplish to rebrand itself and regain market share and brand awareness in the “luxury� handbag market. First, it is important for the Juicy Couture brand to promote its positive aspects and what differentiates the brand from the vast competition. Juicy Couture is an authentic brand that offers fun, edgy, and glamorous appeal to its consumers. Since the target audience consists of younger women, starting out young will allow for an increased chance of brand loyalty. The brand style is also different from the competition. Other brands offer handbags that are preppy and streamlined. Juicy Couture offers the fun and edgy, Los Angeles style as its inspiration. Promoting these differentiators can help increase brand awareness and brand credibility.
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 graduates 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.
Creating a sense of brand satisfaction and perceived value is another goal of the campaign. Consumers tend to pay a higher price for products that satisfy their specific needs. This is especially true for luxury products. Through the campaign, Juicy Couture will promote the brand as a high value, high luxury brand to meet the fashion needs of consumers around the world. Brand satisfaction leads to an emotional attachment between the consumer and the brand. The emotional attachment is what creates brand loyalty, which is important for Juicy Couture to get back in minds of consumers.
14. (Shaw, 2013)
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Campaign Focus The main focus of the campaign images will be promoting Juicy Couture handbags as fun, glamorous, and versatile. Focusing on the handbags themselves is important to make sure the handbags are the highlighted images in print ads and not any of the models used. Highlighting the handbags in different settings such as out on the town with friends, in the office, and shopping around accomplishing daily tasks will show that there is a Juicy Couture handbag for anyone, for any occasion. The social media sites, smartphone app, and magazines ads will stay on task with the colors to keep an all-encompassed campaign feel. Like its competition, current Juicy Couture ads feature beautiful women holding a handbag. When looking at the advertisement, the consumer is often drawn to the model and not so much the handbag. The campaign will deviate from making this mistake and will create a different looking campaign from the competition. Drawing the consumer’s eye directly to the handbags will let the viewer know what is being advertised. The whole idea of the campaign is to show that Juicy Couture handbags are fun, glamorous, and edgy, yet can be used by women for any occasion. 12
A new logo and website design will also be part of the campaign. The logo has been around since the brand was established; therefore it will be important to update that for the new campaign. The logo will be on the handbags so the logo will need to be just as fun and edgy, yet still memorable and representative of the Juicy Couture brand. The website will redesign will make navigating easier and allow the viewer to find what they are looking for with ease. There will be an added place for the rewards program that will be introduced in the campaign.
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Conclusion Juicy Couture is a fashionable brand that offers consumers a selection of fun, edgy, and glamorous handbags. The handbag market was once a declining industry, however, with an increase in consumer income, growth in the industry has started to flourish. Standing out as a fashion icon will be important to separate Juicy Couture from the vast competition it faces. Creating and emotional brand attachment will help accomplish the differentiation.
“The handbag, an item we carry every d ay, has reached somethin g of a frenzied status w ith waiting lists for new desi gns� -Georgia Shaw14
The redefined target audience will also be crucial to ensure Juicy Couture reaches women who are able to afford, and are desiring to purchase a fun and edgy handbag. Through the campaign, the advertisements and media chosen will be attractive to the new target audience to better grab their attention and engage them in the Juicy Couture brand. Business women who wear suits to work every day still need to find a way to add style to their outfit, and a Juicy Couture handbag will do just that. The handbags are also versatile in that they can be used in the office during the day and out at night with friends and family. Utilizing different forms of media will help spread the word and attract the appropriate women in the target market. Because women are emotional beings, creating an emotional attachment to the brand will allow them to build a connection with the brand and ultimately increase brand loyalty.
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Strengths * Distinctive look compared to competition * Competitive prices * Younger target audience
Opportunities * Increasing demand for luxury items in handbag market * Handbag market increasing * Disposable income increasing
SWOT Analysis 14
Weaknesses * Low brand awareness * Lack of emotional attachment * Lack of consumer loyalty * Minimal fashion change
Threats * Numerous companies in the industry * Changing consumer preferences in a changing market * Unstable economy
Action Plan Sustainable Competitive Advantage
Juicy Couture handbags offer a sense of LA style. Since women want a handbag that offers a sense of style, Juicy Couture would be the only option. Compared to the other classic, modern and vintage handbags on the market, Juicy Couture is the only handbag designer that creates an emotional attachment to the brand through the fun, glamorous, hip and edgy handbag style. The styles are versatile enough that the same handbag can be used for carrying day-today essentials, then be transitioned into a bag that is used to enjoy the night life.
Positioning and Value Proposition
Juicy Couture is currently positioned very low in the industry. The handbag market is very diverse and there are a lot of brand’s competing for the consumer’s attention. The campaign would highlight the flashy style that Juicy Couture handbags offer consumers. Compared to the competition, Juicy Couture handbags are flashy and stylish and add pizazz to any outfit.
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Industry Ranking: 7 out of 100 14 Unique Selling Proposition: Calvin Klein is the only modern all-American inspired brand that maintains brand awareness through creative advertising and global reach.
Industry Ranking: 18 out of 100 14 Unique Selling Proposition: Guess is the only European inspired American apparel/ accessory/denim brand that offers a vast array of products for consumers all over the world and is committed to consumers by offering a rewards program as a form of consumer giveback.
Competitive Analysis 16
5. (Pogoda, (2012)
Industry Ranking: 36 out of 100 14 Unique Selling Proposition: Fossil is the only global lifestyle brand that has stayed committed to an American vintage inspiration and is continually growing through its use of a multi-brand portfolio.
Industry Ranking: 12 out of 100 14 Unique Selling Proposition: Tommy Hilfiger is the only lifestyle brand that produces classic American apparel and accessories around the world, and understands the importance of giving back to those around the world who are in need.
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Tone of Voice
Just like the woman in the target audience, the tone of the copywriting will be glamorous, classy, and fun. Adding an edgy tone to the copywriting will further reinforce the look and feel of the campaign. The copywriting will also be positive and informative to appeal to the working businesswoman.
Campaign Theme
Creative Brief 18
The theme of the Juicy Couture handbag campaign will combine the classy feel of a business professional with the glamorous feel of a Juicy Couture handbag. The handbags are versatile enough for use in the office, yet fun enough to use for a night on the town. Juicy Couture is unique in that its handbags include an edgy style unlike the streamlined and classic feel of the competition.
e urag o c en s i t e, w t h e will b n e o o t i w Call all to act view the p, and vie is to c p a The mers to obile a The ide own n k m u l . l s c o n o a d t h e n g s i t e s t h e we i t s nl ki s to d ow n e t wo r t r a f f i c h a re an s e r l rs c e a u i r t e c o u m o o m s su e icy C con erat g e n s t h a t Ju w h e re et and outl ion t a es. rm i n f o p u rc h a s e mak
n Actio
Key Tenets
Fun
Mod
ern
Edgy
Glamorous
Versatile
Unique Selling Proposition
Juicy Couture is the only fun yet glamorous brand that stays consistent even when the trends are changing, and works to create a brand value by balancing the look of current trends with its edgy and flashy feel.
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Creative Development 21
The mood boards display the different ways women will feel owning and using a Juicy Couture handbag. The styles range from edgy, to modern, to classy and glamorous. Each style is represented through different images, colors and typography choices. It does not matter what type of style a woman prefers, there is a handbag for every woman.
Moodboards 22
The idea behind the design toolbox is to bring in various images, textures, and fonts from the mood boards to create one solid concept. The toolbox will be referenced when creating the style guide specifications as well as creating the campaign deliverables.
Design Toolbox 23
Originally, the logo was going to be redone and include elements from the current logo. After many different versions using the crown and shield, it looked as though a different approach was necessary. Each logo design contained elements that were hard to read at a small scale. The logo designs were also complicated and hard to duplicate due to the small elements. The final design eventually came to me as I was thinking about the Key Tenets (Glamorous, Edgy, & Versatile). A dried rose is both elegant and edgy if done right. Versatility is also important because it is necessary to duplicate the logo in different pieces of media and merchandise.
Logo Development 24
Current/Initial Logo
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Magazine advertisements will be utilized in this campaign. Women’s interest, celebrity gossip, and household magazines will feature advertisements for Juicy Couture handbags. Women read magazines, at work, at the salon and various other places when they have some down time. An article titled “How Magazine Advertising Works 6,” explains how magazines appeal to women because reading a magazine is rewarding and offers value to the reader. Reading a magazine can be considered relaxing and they usually offer juicy, engaging articles. Creating an advertisement that is just as engaging will increase the chance of a reader stopping and glancing at the advertisement, and following through with the in-ad call to action.
readers “would spend more time with a digital ad they could engage with, 78% like to be able to tap the ad to find out more, 8/10 like ads that link directly to the advertised product, and 55% feel more favorable towards a brand as a consequence of seeing an ad in a digital edition.”
Interactive advertisements will be another media option for this campaign. Women enjoy reading digital magazines in the same manner they enjoy reading a physical magazine. Hearst Magazine UK 7 reported that digital magazines offer an interactive element that users enjoy interacting with in order to gain more insight into the product or article. Their research shows that 64% of
Print & Digital Development 26
6. (Consterdine, 2005) 7. (2013, “Hearst magazines”)
The website will be redone to create a more consistent feel with the overall campaign. It will feature more ways to interact such as liking a bag on the site and having that ‘like’ transfer to their Facebook page. Also, if a woman buys a handbag online, she will be able to post a “I just bought this awesome bag” to her Facebook page to share her purchases with her friends. The page will feature pictures and videos that will be on the video sharing sites, or Instagram and Facebook.
Website Development 27
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 women 8. 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 manner. 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.
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 online 8.” What better way to spread the word than allowing the target audience to promote the brand to their friends and acquaintances?
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
Social Media Development 28
8. (Fox, 2012)
Mobile usage is on the rise so creating a streamlined mobile site is a great way to appeal to women. Women have become increasingly busy with daily activities and work, so offering an easy way to purchase and view Juicy Couture handbags will help increase sales and brand awareness. Creating a mobile app is another way to appeal to women who utilize a smartphone. Downloading the app will allow an easy way to purchases a Juicy Couture handbag with the click of a button. A rewards program will be offered through the app and website that will give women points for purchasing Juicy Couture handbags and after so many purchases, a discount or free item will be awarded. Another fun addition to the app will be an option call “Try Before You Buy.� This will allow women to upload a picture of themselves from Facebook or their mobile device and chose an outfit and a handbag and see what they would look like if they bought and used the handbag. The mobile app will also integrate Social Media networks to help women connect with their desired network directly from the mobile app.
Mobile Development 29
Alina Wheeler 14 says, “YouTube is the second most utilized search engine on the planet, and brands have created their own channels that function as well-curated playlists.� Highlighting videos of women talking about owning a Juicy Couture handbag will help spread awareness and information on the brand. The videos will also be longer versions of the short Instagram videos. These videos can be placed on Facebook and the website. Women can also upload their own testimonials about their Juicy Couture handbags. Peer reviews are very helpful when looking to make a purchase. Eventually these videos could be used as a contest to see who gets the most likes and the winner would receive a prize.
Video Development 30
14. (Wheeler, 2013, p. 78)
that women frequent, will create a positive memorable feeling about the Juicy Couture brand. Women don’t like having their handbags sit on the floor, under their chair, on the back of their chairs or under the table, so the hooks will be a pleasing surprise. Women will utilize these hooks and read the fun little call to action phrases and check out what Juicy Couture has to offer.
“Guerrilla marketing is about taking the consumer by surprise, make an indelible impression and create copious amounts of social buzz. Most guerrilla marketing campaigns aim to strike the consumer at a more personal and memorable level 15” than traditional marketing techniques. Having the hooks spread out in various locations
Phrases: “Get Juicy”...“Couture your look”...“Couture your style”...“It’s A Juicy Secret”...“Love Juicy”...“Keep it Juicy”...“It’s better with Juicy”
Guerilla Marketing Development 15. (2014, “What is guerrilla marketing?”)
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Style Guidelines 33
Color Logo The color logo must only contain the following brand color combinations: *Light Pink and Dark Purple (on the exact specified petals) *Light Purple and Dark Pink (on the exact specified petals) *The leaves at the bottom, the logo outline, and the Juicy Couture name must always be black (The only exception is if the logo is on a black background, then the logo outline must be white [R: 238 G: 238 B: 238 C: 5 M: 4 Y: 4 K:0])
Correct Logo Usage 34
Black and White Logo The B&W logo must only contain the following: *The outline and flower details are always white [R: 238 G: 238 B: 238 C: 5 M: 4 Y: 4 K:0] *The flower petals, leaves at the bottom, and the Juicy Couture name are always black *The overall logo outline is always black
Clear Space
Minimum Size
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.
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The logo must adhere to the required color combinations.
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.
Incorrect Logo Usage 36
The logo cannot be stretched vertically or horizontally
Do not skew or distort the logo
The logo cannot contain any non-brand colors
Do not rotate the logo in any direction.
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The textures are smooth and rough to reflect the glamorous and edgy brand feel. The smooth textures will represent a softer feminine feel while the rougher textures represent the edgy and upbeat aspects of the brand. The textures also represent a modern brand feel which helps the consumers in today’s market relate to the brand.
Textures & Imagery 38
To appeal to this target audience, the images represent both a glamorous and edgy feel. Utilizing images of happy and glamorous women translates to the feeling women will have owning a Juicy Couture handbag. Using images of women in the target audience will help the consumer relate to the brand and create an emotional attachment. Images of ‘edgier’ women will also be used to show the versatility of Juicy Couture’s handbag line.
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Juicy Couture will be portrayed as a fun, edgy, glamorous, modern, and luxurious brand. To represent this idea it will be important to focus on the colors silver, black, pink, purple and gold. Gold and purple are seen as colors that represent luxury. In early civilizations, purple represented nobility and luxury, as only the privileged individual’s were seen wearing this color 9 12. The colors black and silver represent a modern feel and supports the idea prestige and quality 10. To represent the feminine feel of the brand, Juicy Couture will also utilize pink as a brand color 11. Pink will help relate to the target audience, and add a contrasting fun color to the color palette.
Color Palette 40
9. (2013, “Gold in business”)
10. (2013, “Silver in business”)
11. (2014, “The color pink”)
12. (2012, “Color Matters”)
R: 35 G: 31 B: 32 C: 70 M: 68 Y: 64 K 74 PMS: 419
R: 255 G: 123 B: 173 C: 0 M: 66 Y: 3 K: 0 PMS: 211
R: 92 G: 54 B: 129 C: 78 M: 94 Y: 15 K: 3 PMS: 268
R: 214 G: 163 B: 120 C: 16 M: 38 Y: 57 K:0 PMS: 728
R: 185 G: 185 B: 185 C: 28 M: 22 Y: 22 K: 0 PMS: Cool Gray 4
R: 240 G: 171 B: 198 C: 2 M: 40 Y: 3 K: 0 PMS: 203
R: 158 G: 119 B: 182 C: 40 M: 59 Y: 0 K: 0 PMS: 2577
R: G: 199 B: 162 C: 1 M: 24 Y: 36 K: 0 PMS: 713
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For the campaign deliverables, it is important to use a font that is easily read. Keeping that in mind, fonts will help portray the modern design feel without confusing the reader. To strengthen the feel of the advertisements, it will be important to choose two contradictory fonts that still complement each other to create an sense of energy in the ad. The fonts chosen will mix a classic script-like font, an edgier fun font, and a modern, easily read sans-serif font. Since the Juicy Couture campaign will be focused toward women, looking at fonts that appeal to women is important to gain reader interest and attention. Handwritten and scripted fonts appeal to women, however, going overboard with these kinds of fonts can weaken the feel of the advertisement. Utilizing the handwritten and scripted fonts as the headlines and subhead fonts will intrigue the reader, then using a regular font (serif/sans-serif) in the body copy will create an easy read for the reader and not overwhelm or confuse them 13.
Typography 42
13. (2012, 4 design tips�)
BlackChancery
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
(Headline)
Nightmare Hero
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Telugu MN
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Pauls Heartless Font
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
(Tagline)
(Body Copy)
(Logo Font)
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Design Solutions 45
Website Design 46
The website redesign will accommodate all the campaign updates from the fonts to the colors to the new logo. The website will also feature a new way to browse the handbags. Instead of scrolling through a vertical list, the list will be horizontal displaying three handbags at a time. This allows the viewer to see the handbag at a larger size and get an idea of what is looks like and if it will fit their specific needs. It also limits the amount that can be viewed at a time which is less overwhelming. Once a handbag is purchased, the consumer will be able to share her purchase on Twitter and Facebook. This incorporates the social experience that Juicy Couture offers its consumers.
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Social Media 48
Social Media is an important campaign asset. With a younger target audience, most of the women are on social networking sites sharing ideas and finding out news. Being able to share trends and learn about new and exciting products will keep the viewers interested and engaged with the brand.
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Print & Digital Ads 50
The print and digital advertisements will highlight the handbag as the main focal point instead of focusing on the model. The digital ad is consistent with the mobile app by allowing the viewer to connect with the Try Before You Buy feature. It also allows the viewer to get information on the handbags highlighted in the ad. The print ads contain call to actions to visit the website, or scan the QR code to learn more.
Two Sided Print Ad This would normally be featured on the front and back of the same magazine page, but for presentation purposes, it is representated side by side.
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The mobile app allows women to shop and play games on the go. It also allows women to view their rewards and connect to social networks. The unique app feature, Try Before You Buy, allows women to upload a picture of themselves, select a handbag that they like, select an outfit, and see what they would look like carrying that handbag. Women enjoy being able to try items on before they buy, and this unique feature gives women that opportunity at their finger tips.
Mobile App 52
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The shopping bags are a fun way to promote the brand to women. After making a purchase at a Juicy Couture retail location, women will be carrying a shopping bag that portrays a handbag. Other women will see this and become interested, and possibly stop and purchase their own handbag.
Guerilla Marketing 54
Juicy Couture purse hooks will be placed in salons and bars in major cities where the target audience is known to frequent. This provides a convenience to the women because it is a place to set down their handbag. The call to action on the face of the purse hook allows the woman to see the Juicy Couture name and create the emotional attachment of convenience to the fun of the Juicy Couture brand.
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The 60-second YouTube video is a fashion show showing the versatility and variety of handbags that are offered to women. The text slides act as a call to action followed by a visual of a woman walking the runway modeling the handbag.
Video 56
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The Designer
Elizabeth Showalter MDMFA Project Book elizshowalter@gmail.com