Ycn whistles

Whistles

Design a concept and campaign for the first ever Whistles scent

Website — Whistles.com

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YCN Student Awards Europe 2014/15

Social — @thisiswhistles

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Whistles

Background Whistles is a leading British contemporary fashion brand that encapsulates an intelligent sense of design with timeless and luxurious pieces. Our collections are modern and laid back with an attention to detail and quality. Since its relaunch in 2008, and under the guidance of inspiring CEO, Jane Shepherdson, Whistles has become a wardrobe staple for fashion editors and industry leaders, characterised by its contemporary and effortless style.

In September 2014, Whistles launched its hotly anticipated debut men’s collection.

The Whistles menswear collection is a capsule of modern classics with a sporty and effortless slant. Everyday pieces are made special by luxurious fabrication and contemporary detail. As Adrian Clark, the Style Director at Shortlist said, “Whistles is the womenswear go-to destination for basics that bridge the high street and designer divide. And the ethos of well-edited wardrobe staples remains with its menswear debut.”

The Whistles Woman: Intelligent, independent, discerning.

She wants clothes that cater to all parts of her purposeful life. She values design and service – she wants to feel elegant and relaxed in her clothes.

The Whistles Man: Aware, selective, confident.

He values contemporary design with modern utility. He wants to shop from an edited collection that feels considered and versatile, combining understated looks with refined styling; produced to be relevant for work and leisure in the knowledge that what separates those worlds is becoming less defined.

Our PR & Marketing Strategy We create bespoke seasonal in-house marketing and press strategies. These generate international brand awareness and drive footfall.

We partner with internationally renowned photographers, stylists and art directors to create our campaigns and capture our brand season on season.

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YCN Student Awards Europe 2014/15

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Whistles

Our Retail Strategy Our stores are relaxed, contemporary spaces that focus on exceptional service.

Friendly and knowledgeable teams create personal relationships with customers establishing a growing and loyal database. We have 53 stores and 74 concessions in the UK, Ireland, France, Germany, Switzerland, Holland, US, Russia and China. Our website presence mirrors our stores: clean, effortless, relevant.

Regular arrivals of stock and editorial content enrich the evolving ecommerce experience, driving footfall and increasing engagement. Content for menswear and womenswear is mixed on our homepage, Inspiration page, Journal and on our social media channels.

Packaging and presentation plays an integral role in the Whistles experience. All packaging for Whistles is considered, beautiful and luxurious.

The Creative Challenge Design a concept and campaign for the first ever Whistles scent.

The concept should take into consideration our brand positioning, mission and strategies. It should target the female and male Whistles customer as well as attract a new customer to the brand.

There are many product opportunities and innovations in the scent industry, and we are very open-minded to the approach here. It could be focussed on one product area or a collection of products in this category.

This is a totally new category for Whistles. We don’t currently offer any scented products but we want you to help us change that. We’re looking for ideas of what the scent should be, how it would be packaged and how we would bring the product to market via PR and marketing campaigns. You are free to demonstrate how you would communicate your concept in one or more campaign channels.

You are free to consider potential brand partners that we could work with to develop the scent and also how your concepts would be displayed in-store and online

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YCN Student Awards Europe 2014/15

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Whistles

Who is doing it right?

Some of the brands we look up to are: Byredo Le Labo Comme des Garçons Further opportunities There is an opportunity for Commended entrants to be invited to do an internship at the Whistles London Head Office. The winning design could be used to define the Whistles scent.

Deliverables and Additional Information Whistles.com Social: @thisiswhistles For guidance on how to submit your work, please adhere to the main Deliverables information which can be found at the YCN website.

Any additional information referenced in the brief can be found in the supporting Project Pack at the YCN website. Please note that if you do not have any of the fonts referenced in the Whistles’ corporate guidelines, simply use a similar font on your system.

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YCN Student Awards Europe 2014/15

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