Bjorn Borg Reinvention by HANNAH THOMAS

0. introduction methodology

key insights from stage 1

creative and marketing ideas

concluding thoughts

1.1. differentiating the female consumer

2.1. the big idea

3.1. future recommendations

1.2. THE FEMALE EMPOWERMENT TREND

2.2. the consumer journey

contents.

3.2. summary

introduction. The following report maps the journey of the research undertaken into improving the brand Bjorn Borgâ&#x20AC;&#x2122;s female marketing and outreach. The aim being to increase awareness and engagement with the female consumer in the UK, the objectives are to create promotional material and marketing schemes to enable the brandâ&#x20AC;&#x2122;s full potential within the womenâ&#x20AC;&#x2122;s wear sector. Supporting research and key findings from stage one have been extracted in order to create a comprehensive plan of how to engage and create a consumer base for the brand. Outcomes include a visual promotional campaign of imagery tailored specifically to women and a supporting promotional video, which will be discussed further. Research formerly taken out has informed and helped build a creative Big Idea and Marketing plan to achieve the goals of the brief set by Bjorn Borg to help them communicate, engage and interact effectively with the female consumer.

methodology.

The methods employed throughout the implementation stage of this project are largely secondary as the project has moved towards creating and bringing to life the recommendations research indicated from stage one. Research has been furthered in areas specific to the implementation of the idea, for instance the trend of nightlife has been explored further and developed as the big idea evolved into events to promote the brand. Further secondary research also continued into the trend of female empowerment and the importance of this trend when promoting to the modern female consumer.

A short survey was also undertaken to gauge consumers thoughts and feelings when developing the idea, their personal insights into what a ppeals and excites them helped inform the idea more clearly.

1.1. differentiating the female consumer Several key findings and insights have been brought forward to better inform the project from stage one. One of the most dominant findings that help indicate the problem with attracting female consumers to Bjorn Borg is the advertising employed, there is no differentiation between the advertising for men and women.

The success of the men’s wear lies in the sexy, lively, vibrant and somewhat garish depiction of men and women in past campaigns. However the depiction of these overly sexualised adverts is not appealing to the female consumer. Indeed the images are extremely male dominated and seem to cater only to that market with little or no consideration to the female reaction or engagement with the image or message portrayed. When previously asking females how they responded to past campaigns throughout a focus group, undertaken in stage one, the majority confirmed the conclusion that the imagery did not appeal or promote the brand well to women. “It

has a very masculine feel to it, and I don’t think that’s appealing to me, as a girl, I wouldn’t want to wear it.” (Martin, 2013: Appendix A)

fig. 1 Bjorn Borg Glow In The Dark Campaign

fig. 2 Bjorn Borg 2010 campaign

fig. 4 Bjorn Borg 2012 Campaign

fig.3 Bjorn Borg 2011 Campaign

2010.

2011.

2012.

Most participants agreed that when shown imagery from past campaigns the marketing was aimed at men and they did not feel catered to or addressed by the brand as their target consumer. One respondent commented on the lack of intimacy or comfort women have with the underwear market and the need to engage subtly and personally when promoting something considered intimate and how this differs between men and women. “I think its appealing more towards boys, or tomboys, in all fairness women don’t get their underwear out in public whereas boys would.” (Miller, 2013: Appendix A)¬¬¬ Taking from this it was clear that a line needed to be drawn between the two consumers and that their different needs and expectations needed to be more personally and uniquely addressed, by doing this Bjorn Borg can engage with both consumers.

campaign analysis.

fig. 5 Campaign Analysis

fig.6 Versace Editorial

1.2. the female empowerment trend In connection with this it was also discovered that in order to market to the modern day female consumer brands must empower their female audience. Women donâ&#x20AC;&#x2122;t want to be communicated in a way that is lesser than men, just in a different way to men. The trend of female empowerment is vital to the development of the big idea throughout this project. The trend is about making women feel good about who they are, helping them feel stronger, bolder and more in control. When applied to the underwear sector this is an excellent strategy to encourage women to enjoy their underwear and want to buy for themselves more often.

The trend has been present for some time and keeps getting stronger, “A sense of female empowerment abounded, and coupled with the underlying theme of all things androgynous this season, you get the feeling these are tough girls you don’t want to mess with.” (Dowsett, in Yee et. al., 2011: WGSN) By applying this trend to the marketing scheme Bjorn Borg can illustrate that they represent strong, empowered women and this is a positive message to potential consumers. It will help encourage women to associate the brand with a product that makes them feel confident individually.

By applying this trend to the marketing scheme Bjorn Borg can illustrate that they represent strong, empowered women and this is a positive message to potential consumers. It will help encourage women to associate the brand with a product that makes them feel confident individually. Faith Popcorn, founder and trend predictor at Brain Reserve agrees the influence of women is growing and brands need to accommodate, “As we progress towards a higher level of gender equality we will begin to see the positive effects of women ascendency rippling throughout the world.” (Popcorn, 2012: Online) Other macro trends that fuel this larger trend of female empowerment is the current 90’s trend, a decade inextricably linked to ‘girl power’.

fig. 7 Own Image, Female Liberation infographic 18

coca cola.

f. t. y.

62, 831, 302 facebook likes

64,958 twitter followers

3,391,531 you tube hits

Evidence of the trend can be seen implemented by major brands already, Coca Cola’s ‘5 By 20’ campaign specifically aims to, “Enable the economic empowerment of 5 million women entrepreneurs across our global value chain by 2020” (Coca Cola, 2013: Online) Working across multiple platforms including social media one of the biggest corporations in the world is clearly leading the way for others to follow in promoting female empowerment. “Through 5by20, we address the most common barriers women face when trying to succeed in the marketplace. This initiative offers women access to business skills training courses, financial services and connections with peers or mentors -along with the confidence that comes with building a successful business” (Coca Cola, 2013: Online)

21 fig 8. Coca Cola 5 by 20

fig 9. Chime For Change Banner

fig 10. Chime For Change Take Action

Further Gucci’s ‘Chime For Change’ campaign is also aiming to promote and encourage the empowerment of women, encouraging education, employment, leadership and bettering women’s lives globally. Ambassadors such as Frida Giannini, Beyonce and Madonna have brought to international attention the importance of the development and empowerment of women. “We have reached a significant moment in the history of girls and women’s empowerment and now is the time for change. I think it is essential for girls and women to see what is possible. I hope that through CHIME we can help the voices calling for change to become so loud they cannot be ignored.” (Giannini, 2013: Online)

chime for change. 22

1.3. trend

the nightlife

fig 11. Own Image, Nightlife Infographic

The trend of nightlife and experiential marketing plays a vital role in the big idea, details of which are to follow. It was discovered in stage one that consumers link brand loyalty and fondness when associated with an experience. The idea of linking events to a product creates a consumer journey that encourages happy memories to be connected to products. This link is invaluable when creating a consumer base, the better the experience associated the more likely a consumer is to return to a brand. “It has been confirmed in research that consumers look for and buy emotional experiences around what has been bought and no longer buy products and services alone.” (Ekstrom, Brembeck: 2004, p.37) Bjorn Borg’s young consumer with their disposable income prioritise going out with their friends and revel in nightlife, by incorporating this experience into their marketing plan through events Bjorn Borg can encourage a large consumer following. “Around one in ten people go clubbing fortnightly or more often, with around half of those going weekly or more often. If this figure was applied to the adults internet users population, aged 18+ (38.3 million in 2011) it would equate to about 7.7 million people.” (Oliver, 2012: Mintel)

2.1.

the big idea

Incorporating all research undertaken throughout both stages the big creative idea is to create an experience and product cycle, incorporating both into a continuous cycle that performs on a multi-platform basis. Bjorn Borg fail to communicate directly to their female consumer therefore the idea is to create the campaign, Bjorn Borg Says Ja! To no Beauty Sleep.

fig 12. Own Image, Logo

fig 13. Wildfox Campaign

The campaign is entirely about girls having fun, connecting with their friends and sharing experiences through events, music and the product of Bjorn Borg. The idea promotes unity, sisterhood and female empowerment. It encourages the consumer to think of underwear shopping as a fun, friendship related activity entirely separate from the male consumer. It is about buying for them personally. The tag line relates well to female consumers as it is a typically female saying, this is exclusive to women and a line that they can all associate with having said at some point. The â&#x20AC;&#x2DC;girl powerâ&#x20AC;&#x2122; aspect is played on heavily, the campaign focuses on group experience of the brand and the product, encouraging consumers to associate Bjorn Borg with going out, having fun and making memories with their closest friends.

fig 15. Aint no shame

29 fig 14 Wildfox Campaign 2

The Bjorn Borg consumer is at an age where their friends are their second family, they rely on them heavily and socialising with them is of utmost priority. By linking a brand to this priority it will encourage girls to see buying underwear as a social activity. Primary research was undertaken into how girls want to spend their nights both in and out, the responses all helped to form an idea of how to engage with consumers concerning experiential marketing.

fig 16. Group Image, Consumer response

fig 17. Group Image, Consumer Response 2

The experience created will be events hosted by Bjorn Borg and sponsored by Spotify. As a leading music resource consumers frequently use Spotify to listen to their favourite music, a past time inextricably linked to going out and having fun with their friends. This presents a great opportunity for advertising and communicating with the consumer. “With 10 million users worldwide, 7 million of these residing in the UK, it’s safe to say that Spotify are in a great place at the moment and there’s some great opportunities for brands to engage with them.” (Toothill, 2012: Online) The proposal is to create a ‘Bjorn Borg’ House party event; house parties are a typical consumer experience and bring back happy memories and experiences from youth. The idea of creating a house party vibe is a lot more personal and unique than a large, impersonal event. The house party event will be hosted in Dalston at ‘Your Mum’s House’ for the launch of the campaign, a very popular night with young people and students, known for attracting big crowds who want to enjoy good music. This is also in keeping with the vibrant, fun loving, tongue in cheek brand image of Bjorn Borg.

fig. 18 Own Image, Event Moodboard

fig 19. Own Image, Event Moodboard 2

Prior to the event Spotify will run audio and visual advertisements encouraging consumers to enter for the chance to win tickets for them and their friends to the launch. This encourages a consistent feeling of unity and group experience. The campaign will play out on social media aside from Spotify. The twitter campaign #nobeautysleep will go live on instagram and twitter encouraging attendees of the event to tweet and instagram how they avoided getting their beauty sleep with Bjorn Borg, this will act as advertising to social media creating a buzz around the next event and the product. The aim of the campaign is to encourage consumers to relate their experience of the Bjorn Borg house party with a memory that they had fun with their friends, encouraging them to see the brand as a more personal, female friendly base.

fig 20. Own Image, Spotify advert mock up 38

The campaign imagery portrays a group of friends playing around, being silly and interacting whilst wearing Bjorn Borg, there is a distinctly playful and carefree vibe. The shoot location is a house basement; this gives a sense of the event in reality. Props like balloons, party poopers, bubbles and strobe lighting will ]create an edgy, but still girly sense of fun. The juxtaposition of a dirty basement against the bright, vibrant and girly colours of the underwear will create a really strong brand image.

fig 21. Own Image, Photo Shoot Set fig 22. Own Image, Photo Shoot & Props

fig 23. Group Image, Final Campaign 1

fig. 24 Group Image, Final Campaign 2

The campaign imagery is selling an ideal and experience equally to the # product, girls will see it and be able to relate to the girls and want to know more about the event and the product. The imagery will be used via the Spotify campaign as well as social media avenues. A nobeautysleep blog will be set up encouraging users to submit images of how they avoided their beauty sleep curating the best from the upcoming events to create a desire for more whilst also showcasing the official campaign imagery.

fig 25. Group Image, Final Campaign 3

A promotional video will also promote the campaign and event. This will be a taster of the event and the ideals behind it. The film depicts a group of girls lit up by strobe lighting dancing, interacting and having fun in their Bjorn Borgs. The feel should be very organic, the girls used in the film are a group of friends in reality and this gives a very natural experience. The promo video is short and snappy; it is a taste of what is on offer to pique interest in the event and indeed the brand. The film is not overly edited to give the idea that it really is just a group of girls at a house party. Relatable is the key word for the video, it should make girls want to experience it for themselves with their own friends. The video is dark and atmospheric making the brand and the event look cool and on trend with the current nightlife scene. It should attract the cool hunting girls who love to be the first to find new brands, music and events.

watch the viral: http://vimeo.com/66857941

2.2. the consumer journey The target consumer is 18-24, they are either students or young professionals. They have few responsibilities and a disposable income; they are unconcerned with worries and like to spend the majority of their money on clothing and doing things with their friends. Their social life is very important and their friends are a second family to them. Music is a big role in their life and they love to find new music before anyone else and are regular gig and festival goers.

fig 26. Group Image, Faye 50

fig 27. Group Image, Harriet

fig 28. Group Image, Sam

fig 29. Group Image, Caroline

There are several consumer touch points, campaign imagery, spotify, promotional video, social media and blog. The consumer journey is multi-platform reaching into as many experiences and factors of the consumer’s life to ensure association with the brand. The consumer will initially hear about the campaign when browsing their spotify playlists, visual and audio advertisements ensure that the consumer will interact with the campaign at some point. By ‘clicking on the banner’ as all spotify adverts dictate consumers will be led to a Bjorn Borg playlist, consisting entirely of female dj’s, enhancing the female empowerment trend. As a music lover the consumer will already be interested by finding a new playlist. They will then be invited to view the campaign imagery, promotional video and event details via the nobeautysleep blog. Tickets will initially be a competition based give away. The user will be asked to tweet, instagram or Facebook Bjorn Borg how they have avoided getting their beauty sleep recently, engaging that users entire social media catalogue of potential consumers. The best entries will win tickets to the launch event for themselves and their friends. Once this has attracted a reasonable guest list tickets will be available for sale, only in groups of four. This further encourages the experiential marketing of being with your friends. The tickets will be available online and in store. Once the consumer has got their tickets they will be encouraged to buy their ‘party’ Bjorn Borg underwear offering a discount for all ticket holders. After the event individuals will hopefully feel a happy, exciting memory and experience that they connect and share with Bjorn Borg encouraging them to look out for more events, campaigns and open their eyes to the Bjorn Borg experience and the products they have to offer, creating awareness and loyalty within the female market.

EVENT

COLLABORATE

REINVENT

fig 30. Own Image, Summary 52

3.1. future recommendations Future recommendations for the No Beauty Sleep campaign are to create collaborations with the consumer. By developing the house party idea into the opportunity for consumers to host their own Bjorn Borg house party, in the same vein as an Anne Summers party but more experience based around the house party theme. Alternatively creating a monthly Bjorn Borg house party, creating a continuous experience with the consumerâ&#x20AC;&#x2122;s life that they can anticipate and be excited for creating brand loyalty. Other recommendations include taking the Bjorn Borg house party to festivals to promote to a vast number of consumers. This could include a pop up shop and a set list of the latest female djâ&#x20AC;&#x2122;s across major festivals in the summer.

3.2.

summary

To summarise the No Beauty Sleep campaign is an experience and memory based journey through a consumerâ&#x20AC;&#x2122;s lifestyle touching their life in a multi-faceted, multi-platform manor. The idea is to strongly differentiate the male and female consumer whilst maintaining the happy, sexy, funny brand image of Bjorn Borg but translating it into a female specific entity.

End. word count: 2,479 excluding quotes 56

list of illustrations Fig 1. Bjorn Borg Glow In The Dark Campaign, 2012, Available at: http://ftape.com/media/?p=33550

Fig 16. Group Image 2013, Consumer response Fig 17. Group image 2013, Consumer response 2

Fig 2. Bjorn Borg 2010 Campaign, 2010, Available at: http://art8amby.wordpress.com/2010/02/11/bjorn-borg-springsummer-2010-ad-campaign/

Fig 18. Own Image, 2013, Event Mood board Fig 19. Own Image, 2013, Event Mood board 2

Fig 3. Bjorn Borg 2011 Campaign, 2011, Available at: http://nyc-fashion.com/wp-content/uploads/2011/01/bjorn-borgspring-2011-nyc-fashion-2.jpg

Fig 20. Own Image, 2013, Spotify Advert Mock Up Fig 21. Own Image,2013, Photo shoot set

Fig 4. Bjorn Borg 2012 Campaign, 2012, Available at: http://nyc-fashion.com/wp-content/uploads/2011/01/bjorn-borgspring-2011-nyc-fashion-2.jpg

Fig 22. Own Image, 2013, Photo shoot and props Fig 23. Group Image, 2013, Final Campaign 1

Fig 5. Campaign Analysis, 2012, Available at: http://nyc-fashion.com/wp-content/uploads/2011/01/bjorn-borgspring-2011-nyc-fashion-2.jpg

Fig 24. Group Image, 2013, Final Campaign 2 Fig 25. Group Image, 2013, Final Campaign 3

Fig 6. Versace Editorial, 2013, Available at: http://fashiongonerogue.com/versace-kendra-spears-spring2013-underwear-collection/

Fig 26. Group Image, 2013, Faye Fig 27. Group Image, 2013, Harriet

Fig 7. Own Image, Female Liberation Infographic Fig 28. Group Image, 2013, Sam Fig 8. Coca Cola 5 by 20, 2013, Available at: http://www.coca-colacompany.com/stories/building-strongerbusinesses-families-and-communities-one-woman-at-a-time-a-5by20infographic

Fig 29. Group Image, 2013, Caroline Fig 30. Own Image, 2013, summary

Fig 9. Chime For Change Banner, 2013, Available at: http://www.chimeforchange. org/ Fig 10. Chime For Change Take Action, 2013, Available at: http://www.chimeforchange.org/ Fig 11. Own Image 2013, Nightlife Infographic Fig 12. Own Image 2013, Logo Fig 13. Wildfox Campaign, 2010, Available at: http://www.fashionadexplorer. com/l-wildfox-couture--c-ad-campaign#_ Fig 14. Wildfox Campaign 2, 2011, Available at: http://www.londonbeautyqueen. com/2013/01/like-totally-as-if-wildfox-goes.html Fig 15. Ainâ&#x20AC;&#x2122;t No Shame, 2011, Available at: http://bunnyfood.tumblr.com/page/3

list of references Page 10- (Martin, 2013: Appendix A) Page 12- (Miller, 2013: Appendix A) Page 18- (Dowsett, in Yee et. al., 2011: WGSN) (Popcorn, 2012: Online) (Hayes, 2013: Online) Page 21-(Coca Cola, 2013: Online) (Coca Cola, 2013: Online) Page 23- (Giannini, 2013: Online) Page 24- (Ekstrom, Brembeck: 2004, p.37) (Oliver, 2012: Online) Page 34- (Toothill, 2012: Online)

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CENDROWSKI, S. and VANDERMEY, A., 2012. Victoria’s Secret Weapon. Fortune. 165 (2), PP. 16-18 CHILDS, K., 2007. Lingerie UK September 2007. Available via Mintel (C). [Accessed on 15 October 2012] Coca Cola, 2013, Coca Cola 5 by 20 [Online] The Coca Cola Company, Available at: http://www.coca-colacompany.com/stories/5by20 [Accessed on 17.04.2013] Dowsett,S., 2011 in Yee, T., et al, 2011 A/W 11/12 Global Catwalk Beauty, Available via: WGSN [Accessed 13.03.2013] Ekstrom, K., and Brembeck, H., 2004, Elusive Consumption, Berg, p. 37 FRESTON, T, 2012. Vice Media Kit 2012. [Online] Available at: http://socials.uk.vice.com/documents/mediakit/VICE_Media_Kit_2012.pdf [Accessed on 10 November 2012] Giannini, F., 2013, I Chime For Education [Online] Chime For Change, Available at: http://www.chimeforchange. org/pillars/education [Accessed on 14.04.2013] Hatt, J., 2012, How to Appeal to Women vs. Men [Online] Az Central, Available at: http://yourbusiness.azcentral. com/appeal-men-vs-women-advertising-10029.html [Accessed on 01.05.2013] Hayes, A., 2013, Study: Women own on average over thirty pairs of pants [Online] Elite Daily: Generation Y, Available at: http://elitedaily.com/news/world/study-women-average-pair-panties/ [Accessed 07.03.2013]

Appendix

Ella: That’s pretty cool. Most of Bjorn Borg stuff is on foreign guys I think. Think its appealing more towards boys, or tomboys, in all fairness women don’t get their underwear out in public whereas boys would. Emily: I wouldn’t buy this type of underwear I can’t stand boxer shorts like that, maybe for comfort to lounge around in, but probably still not.

A. Stage 1 Focus Group

Katie: I wouldn’t buy the underwear for the glow in the dark purpose, it’s quite cool but I’m not really bothered by it – it’s quite funny though. Jade: No I don’t think the campaign is appeal no. No I haven’t heard of Bjorn Borg.

A focus group was conducted with 7 people aged between 19-24 -

Charlotte: I like how dominating the female looks, and how the girl and the boy are wearing the same underwear. The woman seems empowered. The campaign is appealing, but a bit gimmicky, I think it could have been done a bit better to be honest, there’s too much text. I don’t think I would look and think the underwear is nice, it has a very masculine feel to it, and I don’t think that’s appealing to me, as a girl, I wouldn’t want to wear it.

What places do you buy underwear from/ where do you shop? Emily: Debenhams, next, La Senza – somewhere that does a good fit. Different place do better different things. Jade: Topshop for pants, you can get really good bras from M&S – something that’s comfortable/ functionality/ basic – for example t-shirts bras

Tamsin: Yeh I think this campaign is appealing I think its very thought provoking. Julia: I don’t think its appealing to me personally (I wouldn’t want to buy the underwear), but the tag line is funny and good use of copy – it grabbed my attention.

Katie: Primark because it’s cheap, and La Senza because the price is still good, but the underwear its actually quite good! Ella: Victoria’s Secret has the best underwear – when I went to America (before it come to the UK), I made sure to stock up because it’s just such a good brand.

Charlotte: I really like Calvin Klein underwear – its basic and really good quality; it’s really comfortable. H&M is also quite good for underwear.

Jade: Buy knickers more than bras. If I buy a bra, then have to get the set and sometimes that’s quite a bit of money. But if there’s like an offer in say Topshop 3 for £10 or something, then you’re inclined to get the couple of knickers as it’s a good offer and its something nice to buy that’s a good price; you kind of just might as well buy it!

Is there a specific brand of underwear that you go back to? Ella: Wonderbra is always good. Depends on the occasion – for example birthday’s – you would ask for something specific and rely on that brand.

Tamsin: If its on offer its definitely a good thing, but knickers are a lot more easier to buy than bras because you know your size and you can just pick it up so it could be like an impulse buy, whereas bras you need to try them on in every different shop because the sizing changes to every shop, and that’s quite a lot of effort to do so, so you really have to think about where or not you just want to buy the bra.

Emily: La Senza usually – it’s cheap but it doesn’t look it. La Senza because of habit.

Charlotte: Once a twice a month usually.

Charlotte: H&M – they adapt they’re trends into their underwear really well.

Ella: Once every 2-3 months, last time I bought something was a matching set.

Calvin Klein is good for good quality and comfort.

Emily: Once every 6 month’s I’d say and last time I bought something was just because I ran out of underwear.

What sort of styles appeals to you the most? What do you think is attractive? Ella: Strapless. Depends what fits you though. La Senza and Wonderbra do perfect strapless bras. Different occasions/ different purposes have different purposes, for example if its something special then you would want a style that’s more appeal and nicer, but something like every day underwear, that would you be different; usually go for basics or not really bothered if its plain and hasn’t got a style to it. Lace is nice, but different motifs and things that some shops put on the design of their bras just ruin it. A lot of the time it really depends on the price.

Have you heard of Bjorn Borg? What do you think of this campaign, as a woman is it appealing to you, if not, why?

When was the last time you bought it? For what reason did you buy the underwear? Julia: Last week - just bought some knickers because they were on offer for 3 for £10 at Topshop, they were nice so thought might as well – also ran out of underwear as it was all in the wash!! Jade: Last month – bought a multi strap bra to go with a dress that I couldn’t wear, so for practicality. Charlotte: Two weeks ago just because I wanted some new underwear, was looking in my draw and wanted something new that’s nice.

Katie: Lace makes you feel sexy, so I normally go for sexy styles, normally buy lace or sheer. Lace can also be pretty and girly though. Plain bright colours usually appeal to me the most.

How often do you buy underwear?

Would you describe Vice as having quite a cult/ niche following? How would you describe vice? Charlotte: Yeh it definitely does; it’s quite alternative in the content and stories it chooses to cover, and how 65

it slates some people, its quite political as well. Its borderline insulting, but in the sort of terms and way that it can get away with it as its audience is younger people, so it would be appealing to them – its risqué. Julia:Its like dark humour with a twist – all they photos are like that, and they usually talk about unconventional topics.

Tamsin: Ye im really interested in them and I really like brand ethos – I really like what they stand for and how they deliver it – applied for work experience there. Its targeted towards young people, its something quite different from other things. I think it’s the only thing that’s news based that’s targeted towards young people.

Tamsin: If they put pictures up and news on your news feed then I would see it and I would click through to it, but otherwise I don’t know if I would particularly go to the trouble myself to go to that brand to have a browse; but yeh if they’re constantly updating it makes it a lot more engaging and draws you to their website etc. But there’s brands who have a more niche following as well I think that don’t update/ post regularly, but if you know specifically what you want from them, you make the effort of going on their website or to check out what they’re doing. Like black milk, they most pictures like every 10 minutes, I think it’s quite good and not annoying, because you wouldn’t usually go on it yourself but they’re kind of enticing you to. It’s quite good that they post it because they make it more personal, and it’s like pictures of people wearing their clothes. Sometimes its people you know and your friends share it and stuff so it reaches out further. Its giving people opportunity to interact with the brand, and makes you feel more ‘special’ if they actually engage back with you; you’re more likely to have that almost personal connection/ attachment to if its allowed you to be part of their brand image/ lifestyle.

Jade: I think quiet dry and can be patronising – a little bit hipster but funny and interesting. It always seems that its trodding on that fine line but then it doesn’t. its good fun.

Charlotte: Yes – Christian Louboutin promote their brand well as they post pictures regularly and its interesting as there’s a lot of development in them

Charlotte: Yes – shocking, thought provoking, hipster – its interesting as a brand

Ella: GQ – it gives you snippets of information that aren’t too long, but are interesting, so it’s quite easy to read

Ella: It’s informative, cutting edge, and targets specific issues that aren’t necessarily mainstream news.

Katie: Miss Guided – they’re good with tweets and do it a lot. They also use instagram well by posting pictures of things like behind the scenes which I like.

Are you interested in vice the brand? Katie: I go quite a lot on vice.com, and its quite good that its free. I think I would still buy it though because its got really good imagery and articles in it, and I like sticking things up on the wall. Emily: I wouldn’t buy it, probably not, just because they have so much content online.

Julia: Love magazine – short and sharp bits of information

If vice was to host an event would you be interested in going?

Jade: Topshop on pinterest – I like how they post pictures of new products and behind the scenes as well – makes it a bit more personal/ inviting – you feel like you could be there

Ella: Depends what it was like about, and what kind of event it was. If it was promoting something you yourself are interested in then definitely, they usually in do a night on at Rescue Rooms here in Nottingham don’t they and collaborate with American Apparel, they usually have quite good djs and things like that. But obviously here in Nottingham there’s usually quite a lot on offer as in events, so it would need to be something quite interesting to be hosted, for you to actually want to go I think. Jade: Yes, there would be interesting people

Emily: No I don’t interact with any brands on social media

Charlotte: Yes – edgy bitches would be there – I would expect good music and good people to be there so that sounds appealing

Katie: Forever 21; because I love their clothes and they seem to be a good fit, so I always go back to it. Zara/ H&M/ Monki – I like their style, they adapt trends in a good wearable way, and are reasonably priced.

If you were recommended something through Vice, would you be more inclined to look into to? Even if it was just through advertising, in your eyes would give that brand be credibility to you?

Charlotte: Monki – Concept brand – not led by the trends that are going on and has its own unique brand image – there’s nothing else like the brand, you can tell its Monki by looking at their clothes or through anything else that they’re doing.

Tamsin: If I saw something I haven’t heard of before, then I’d definitely look into it. I always find that small brands that people don’t pay attention to are included in Vice and that’s what’s really interesting about it and more unique than other medias.

Emily: Silvikrin – I buy it out of habit (always go back to it), and its cheap so it’s good for what you’re getting

Katie: Yes, because I am part of their target audience, so their likely to promote things I could be interested in. Charlotte: I don’t think they would associate with brands just for the sake of it, but because they’ve put thought into it. They would only have brands in there only if they thought their reader would be interested in it – only relevant brands. Julia: I would look into brands that they might recommend, but I wouldn’t necessarily go out and buy it

Do you think Bjorn Bog and Vice could be a good match? Charlotte: Yes – I can see it working if it was done it the right way!

Are there any brands currently which you have a strong connection too? If so which and why? Tamsin: Not really, but there are websites – more like high street stuff because it’s a lot more affordable. Arcajic Clothing for example – are like a cool brand, but are really funny using unexpected celebrities – so it’s more interesting to check out and want to actually do it.

Emily: No – not my scene – rather just see an advert

Do you interact with brands through social media? Do you think there are any good examples of which ones do that well? What brands do you follow on Facebook/ Twitter, and check constantly?

Ella: Sure – the best deodorant brand, so I guess it’s the quality that’s good

What mediums do you browse through to keep up to date? Magazines, newspapers, ETC? Ella:The guardian and national geographic are the ones I usually read. I prefer more listening though the like Radio, or you can get feeds on your phone. I never watch the news. Yeh I browse through my phone look at different apps it’s so easy and convenient especially when you have a spare few minutes when you’re not doing anything. Charlotte: Mostly use twitter to keep up to date. TV is a good source, and things online such as Yahoo. I look at all of magazines and style.com, also blogs such as fashion gone rogue, and social media like twitter and insta67

gram. Online newspapers are good because they’re constantly updated and you get quick news.

B. Online Survey Results

Are you a regular user of Youtube? What do you use it for? Videos, music, information? Tamsin: Yeh always use youtube for music. i like watching the funny clips from films. There’s always loads of tutorials for things which are really useful, and I use it for information for Uni on how to use programmes and stuff. Also make up tutorials and DIY things – you’ll always find something on there if you’re looking for how to do something. Emily: Yes I would say I use youtube regularly but I haven’t watched anything from Vice, I mainly use it for music and to watch funny videos. Ella: Yeh I use Youtube regularly, but no I haven’t watched Vice – I just use it mainly for music and watching beauty blogs. Charlotte: Yeh I do both (listening to music) – I love watching the Vice videos, there’s particularly one which I liked which was a Chinese documentary (I also follow them on Facebook). Katie: Yeh me too, both music and Vice, especially that Chinese documentary!

Do you ever look at the Vice channel? Charlotte: Yeh, its very different reports as they look at things that happen in different countries like Europe for example, and look at unconventional subjects which are like documentaries and really interesting. I think they’re really good as they have a lot of depth to it usually as well – so they’re purposeful and actually quite informing. Some stories are things that people can relate to on a personal level too.

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Do you like to share music with friends? Ella:Yeh all the time – I love posting music on people’s Facebook walls it makes me really happy J

Focus group Consent Forms are available to view in stage 1 Appendix.

C. Tutorial Record Sheets

fcp3

School of Art & Design ba

fcp3

School of Art & Design Tutorial Record Sheet 2012/13

Module: Research Project Stage 2 Ref. no: FASH30002 Date: Week 31 Name : Hannah Thomas

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: Week 33 Name : Hannah Thomas

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Discuss how the work is developing towards implemntation and the differences between this stage and 1st stage.

Meeting with representatives from Bjorn Borg. Meeting to prepare for this. Nailing down our current idea.

Learning issues to discuss in session: Learning issues to discuss in session: Discuss the issue of Bjorn Borg overseas campaign unforgettable nights. Released a matter of days after our initial hand in and the idea is slightly similar. Is this a problem?

Want to discuss with matt persoanlly the International campaign that is similar to our idea. Matt seems to think they are different enough that it should be fine to continue, as our idea is enitely female base and their version is quite extrme and Bjorn Borg said themsleves it would never come over here as a campaign.

Feedback from session: Feedback from session:

Try not to think of too many different things we want to do, need to be realistic.

Didnâ&#x20AC;&#x2122;t seem to think unforgettable nights was an issue as the campaign is not launching in the UK. Really seemed to like our idea and loved the fact we were focusing the event around girls. Positive session.

Tasks for next session: Tasks for next session:

prepare for interim presentation.

Want us to change the tag line of pulling pants to something a bit more obviously girly

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student) Hannah Thomas

Signed (student) Hannah Thomas

fcp3

School of Art & Design ba

Tutorial Record Sheet 2012/13 Module: Research Project Stage 2

Ref. no: FASH30002 Date: Week 37 Name : Hannah Thomas

fcp3

School of Art & Design

Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: Week 39 Name : Hannah Thomas

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Interim Presentation. Presenting all findings so far and future plans for work.

Individual tutorials just group and Matt. Plans for photo shoot and video are made.

Learning issues to discuss in session:

Positive feedback, however need to constantly think about the product. How is this linking back all the time? Look into red bull focus on house party theme. Develop this further.

Discuss the implications of two memebers of the group having an extension, what does this mean and how will the work load be handled?

Feedback from session:

Overall good presentation. would like to see more visuals next time.

Continue as though Lizzy doesnt have an extension and will be let know later on.

Tasks for next session:

Have the big idea completely nailed down, look at other successful events that are similar.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

Signed (student) Hannah Thomas

D. Critical Path

E. Model Release Forms