CREATIVE DEVELOPMENT STRATEGY
BC
BC
Collaborative
Partner Emma Watson
Emma Watson is an active feminist and role model for many young women. She has publicly promoted equal rights for women in the 21st century and would be a positive promoter of Bonnie Cashin in the UK, where the brand is moving to. Watson was appointed as a UN Women Goodwill ambassador and helped launch the UN Women campaign HeForShe, which calls for men to advocate gender equality. Bonnie Cashin is a brand eager to promote feminism and encourage change in the 21st century, so having a collaborative partner as active in this field as Emma Watson will be effective in promoting this side of the brand and making it further appealing to the target market.
“If you stand for equality, then you’re a feminist. Sorry to tell you.�
“One of the most important things for this movement is to get out of this mindset that we’re in a post-feminist era. I don’t know who came up with that term, but it’s the most damaging term that we have because it’s just not true.”
Jennifer Lawrence A further collaborative partner is Jennifer Lawrence, another powerful, modern woman. She is an American actress which brings together the brand’s American heritage, and will be effective promotion for sales in America. Again, she is a modern feminist role model and has spoken openly many times about feminism in today’s society. She has spoken publicly about the feminist movement and is relatively well known for her A-typical attitude towards femininity, with many of her TV interviews touching on the subject.
‘Feminism isn’t about mking women stronger. Women are already strong. It’s about changing the way the world perceives that strength” .D Anderson
Brand Strategy
The brand values for Bonnie Cashin include aspects such as; a strong working woman in the 21st century, a feminine yet functional look with the clothing designs and handbags and bold fabrics like wool, suede and leather, which relate to the original brand essence of Bonnie Cashin. Furthermore the brand highly values feminism promotion, particularly in the current century, with it being a popular topic among the target age group. Bonnie Cashin herself was a strong and independent business woman, who created her own unique brand identity, designing clothing and handbags with herself in mind. She understood that clothing needed to be practical as well as fashionable. The brand vision for Bonnie Cashin is to effectively promote feminism, though the brand’s fashion, clothing and handbag designs, and design exclusively for the modern day working woman. The brand appreciates the feminist movement and the positive change that has come from it, and incorporates this into the high end fashion that Bonnie Cashin offers.
“There have been very great changes in women’s lives in the past few decades. They include much more openness about sexuality, millions of mothers going out to work, women breaking into new industries and professions, and acceptance that women will work outside the home, have children outside marriage, and have the right to control their own sexuality.” - Rebecca West.
BC
Trend Research In 2020, key trend predictions include; a rise in technology, which will continue rising from what it presently is, it will infiltrate the lives of almost everyone, changing buying habits and the way consumers shop. The internet will grow further creating new possibilities, not just for retail, and will promote a more engaged and informed public. Fashion trends will create a futuristic feel, with more extreme features and a change in silhouette through clothing and materials used. Technology will be infiltrated further into fashion accessories, particularly handbags and carriers and the use of smart textiles and smart fashion will likely continue to develop and start to become more mainstream. Feminism will still be a relevant subject, with further advances in women’s equality having been made, so clothing will reflect this. Trends such as female liberation may be evident in women’s fashion, by enhancing the silhouette and giving women more freedom of choice with how they dress, exposing their figure in a feminine way.
Market Research The target age range of a Bonnie Cashin consumer is 20-35. She is likely to have a high earning job, enableing her to afford luxury items. She is a hard working, powerful woman. The type of female that Bonnie Cashin is aimed at is reflected in the collaborative partner; with Emma Watson and Jennifer Lawrence representing the brand and it’s values. They promote a positive view of women’s empowement which is an important aspect that the brand is proud to support.
Repositioning Map
Online Touchpoints The Brand’s Website will include information about the heritage of Bonnie Cashin and how it has developed to what it now is. There will be links to the Instagram and Facebook accounts also, so that consumers are able to ‘like’ or ‘follow’ the pages and keep up to date. Furthermore there will be a blog link whereby posts promoting Bonnie Cashin products can be regularly posted. Snapchat is also another social media app that will be used a lot in the relaunch and particualrly instore through competitions and promotions on the app. Email will be another form of promotion for the brand. Customers will be encouraged to give their email on the website or create an account, whereby they can recieve offers and promotions through email. A further use of technology, particualrly instore will be VR. Virtual reality is set to be even bigger in 2020, so this will be used in the Bonnie Cashin boutique store for customers to have a unique shopping experience.
Offline Touchpoints The brand will have it’s own boutique store at first, but if proven successful, Bonnie Cashin will retail in stores such as Selfridges and Harrods. A lookbook will be availible in store, and will be another form of promotion for the brand. Furthermore; billboards will be produced and put up in cities that will be likely to be interested in the brand such as; Manchester, Paris and New York. A yearly report will be produced for the brand, so as to observe the success and/or failures in which the brand can learn from and change.
Image References http://wwd.com/business-news/media/rizzoli-to-release-new-bonnie-cashinbook-10115873/ http://brosome.com/showbiz-hottie-jennifer-lawrence/ http://celebmafia.com/jennifer-lawrence-photoshoot-for-entertainment-weekly-december-2015-438952/ http://nice-flowers-wallpapers.blogspot.co.uk/2011/05/red-roses-flowers-wallpapers. html http://howldb.com https://www.pinterest.co.uk/pin/317081629997291227/?lp=true https://www.pinterest.co.uk/EmmaWatson