1-2 contents & introduction 3-6 creative concept 7-10 purchasing hotspot solutions 11-12 brand model & fragrance wheel 13-14 brand unique selling point 15-16 the 4 p’s 17- 24 execution & plan 25-28 colloaboration 29-30 summary 31-36 references & illustrations & bibliography
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‘’From understanding your target market to objective-setting, budgeting, and evaluation, effective planning is critical to the success of promotional activity’’. –
Fashion promotion in practise Jon Cope and Dennis Maloney.
During this report I am going to be discussing the promotional plan for a fragrance brand and solutions for seasonal narrative, this will be suited to creative archetypes for the key sector purchasing hotspots; winter and summer. All of which is the progression and growth of the fragrance brand blend15. I have already begun to determine what it would be like to promote our brand named blend15the customising service for creative’s. Including creating different social media platforms to interact with target consumers, photography for our print advert and a promotional ‘coming soon’ video for the new fragrance service.
The name blend15 came from research within the beauty industry and took inspiration from other sectors- trend of customisation and personalisation. ‘’ The customer has to be at
the centre of personalisation in retail. After all, no one else knows better what you want than you do.’’ Allen (2015).
There are many opportunities nowadays for the consumer to interact more with their purchase and to have more of an engagement with their product, however blend15 offers this from start to finish within the fragrance service. Reinforced by a survey from 2013 that ‘’Product customisation helps brands boost sales on their own websites… A Bain survey of more that 1,000 online shoppers found that while less than 10% have tried customisation options, 25% - 30% are interested in doing so’’ Forbes (2013).
The survey showed that customers who engaged with personalisation visited the websites more frequently, stayed on the page longer and were more loyal to the brand. These results stand us in good stead and support our decision to release our brand now as opposed to three years down the line; customers who said they were interested will be trying customisation options now.
During the progression of blend15 from the context stage to the big idea to today the target audience has altered slightly. Due to further research into the consumer, focusing on the key insights and studying the competition from industry and other sectors I believe the brand could start out to target females however could develop into unisex with brand expansion and collaborations. The target consumer being creative archetypes is specific to a certain type of person. I have been able to gather primary research from a survey, selecting women I could imagine purchasing the service. This research, along with 1 to 1 questions, has helped me to create the following: consumer profile, media diary, favoured media channels, and consumer’s decision process. These techniques all help to define whether blend15 aims to target the correct archetype. The results from the survey show that 100% of women asked like the idea of a personal and customised blend15 fragrance service. An online survey has many advantages, ‘the main
benefit of online surveys for researchers is that they increase productivity by saving time. Data is instantly available..’ smart survey.
own survey
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fig 1 moodbaord (teamwork)
As part of my primary research in London I visited the glamour beauty festival, here I took part in a small questionnaire to determine which perfume my personality reflected, there was a choice of three. Questions were to do with fashion choices for certain occasions for example: ‘’what is your go-to lipstick shade on a night out?’’ The final result given, matched my personality and I liked the fragrance I was paired with, as it was light and floral. This is where the inspiration, to ask the consumer questions within the blend15 service came from. However our questions would be designed to gain a deeper insight into the consumer, to define their inner self. From this our expert perfumers could match this to a scent. If you had the choice would you walk… 1) Through a forest 2) On a beach 3) Through a herb and spice garden 4) Through a field of flowers This would determine what sort of scent they liked whether it be woody, fresh oriental or floral which are the main four categories on the fragrance wheel. Fragrance wheel by expert perfumer Michael Edwards.
With blend15 you are able to create your own fragrance tailored to your personality. An expert perfumer would guide this bespoke service for the creative archetypes. From primary consumer profile research I spoke with four ideal target consumers to gain valid opinions for the concept. The one that stood out the most was my conversation with Phoebe Robson, a twenty one year old female who has recently graduated from Liverpool John Moores University studying the history of art. I found from this that the concept must be exclusively sold to keep it niche, this would also dictate a higher price point. In the first instance, we envisaged that blend15 was going to be located in department stores around the UK however after primary research and consumer interviews, blend15 was to be more exclusively located. Taking this into consideration, blend15 would be sold in Liberty London Beauty Hall as this department store is iconic, luxury and sells exclusive high-end goods. I feel our independent fragrance brand blend15 would suit being in the Liberty London beauty hall as innovative brands attract this space. ‘‘Our beauty buyers scour the globe to find
the world's best beauty brands and new lines spanning colour, fragrance and skincare’’. –
Liberty London
Whilst the concept is based on an individual selecting a fragrance for themselves it also works for customers purchasing a gift for someone else. The questions that were asked during the service and the answers would be included as part of the packaging.
fig 2 fingerprint
“It wouldn’t feel as desirable if it wasn’t a challenge to find, it would loose its special and individual element. I think you should start off very niche, you could continue to grow when your brand expands, however at least creative people like me would find it in the first instance’’. Phoebe Robson, May 2016.
fig 3consumer mood board
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The solutions for key sector purchasing hotspots in the two main seasons would be a major consideration for the brand. A solution for both these seasons would be to highlight and use the main focus of blend15, which is the interactive element of the fragrance concept. The addition of a season factor into the mixing process would add another dimension, a personalized fragrance for and individual consumer would give a different result for each season. The result of this development would be to further the experience for the consumer with personalized fragrances to fit in with each season. Blend15 delivers an experiential element for the customer however by adding features of the season they could enjoy a whole 5-sense experience. It is proved that ‘’experiences are also what people increasingly use to define themselves across social channels’’ they gave an example here of looking through Instagram feeds that you are more likely to see peoples activities nowadays than their Vuitton handbag. Adage.com Brian Schulz Aug 2015. I felt that instead of the consumer purchasing a fragrance and taking it home, a seasonal experience would be more memorable and something to show off on social media. Highlighted by the report that ‘’consumers today are broadly catching onto the notion that experiences make you happier and are as valuable—or more – than buying fancy things.’’ Brian Schulz 2015.
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The 5- sense experience with blend15 would take you through all senses, smell being the most important to allow you to create your scent tailored to your personality. The idea of this experience was influenced by the ice bar London. Here you experience a usual bar but you are in an ice cave with warm coats and ice drinks. This experience is innovative and well praised, ‘’Well worth a visit, great atmosphere and its something you have to say you have done. Good value for money. Great photos too’’. – Linda, 21st May 2016. Trip advisor. The blend15 process allows you to be creative and create your own personal fragrance. During the winter and summer seasons the area is specially designed to cater for the season to get you in the mood for both winter and summer. In winter, Christmas is soon upon you and it’s usually about treating family and friends however this experience could be a treat for yourself before or after the mad Christmas rush. It could also be a thoughtful gift for someone; this purchasing hotspot may attract different target audiences. Get in the mood with cool surroundings, ice drinks, spicy scents, warm snacks and false winter fires. Additionally, in the summer you could look forward to a blend 15 experience with warm summer surroundings and drinks to cool you down. The atmosphere aims to be as interactive and experiential as the ice bar London but a relaxed summer theme including fresh smells, relaxing sounds and scrumptious fresh tastes. If the young, possibly just graduated archetype had no funding for a holiday, this would be the perfect place to be.
fig 4 own photography
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fig 5 summer moodboard
fig 6 winter moodboard
fig 7 brand onion own work
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fig 8 fragrance wheel, micheal edwards/own work
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During my primary research in London I was able to visit the sixth floor in Harrods to Salon De Parfums. Here I visited Henry Jaques, a luxury perfumery where you can create bespoke fragrances that come in a luxury chest, with guidance from an expert perfumer. However the service overall costs ÂŁ25,000 as a lot of research, time and luxurious ingredients are used.
Blend15 unique selling point:
As a brand we felt there wasn’t anything on the market that would deliver such a personal experience for an affordable price. Blend15 would take this concept and make it creative, unique and artistic. Mix-o-logie is one that stands out to be a competitor, however what they offer is different; a box of eight roller ball perfumes allowing you to mix scents that are blendable depending on the occasion, posted to you. This is a product in which you experiment with in your own space.
-Exciting, memorable and professional experience not just a shopping trip.
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-Expert, guided service not just a fragrance, select blend and mix to create your own personal scent recipe. - Bespoke perfume service tailored to your scent personality, allows creatives to express themselves.
fig 9 positioning map own work
fig 10 ompetition example
fig 11 competition example
fig 12 infographic own work
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Product, price, place and promotion. Blend15 sits towards the top of premium on the brand positioning map. The reason for its high price point is because of the luxury, accessible service that it offers however isn’t over £100 as we target consumers at the age of 21-35 who may have just graduarted or started in a new job and would find this an over whelming amount of money to spend on themselves. £89.99 competes with competitors on the msrket for example, mixologie offers their swet at $99 tranlating to £67.71. This price for a box of 8 blendable fragrances is quite a lot of money considering you have to experiment in your own space at home. Blend15 prides itself in the experience it offers for its consumers.
fig 13 mock up bags
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The year will start off by introducing blend15 as a customisable, personal fragrance service aimed at creative archetypes aged 21-35. It will then progress to the transition of summer then winter. Both seasons are selling hotspots and will offer a unique 5 sense experience to engage consumers and excite them for the next big thing. During this time social media platforms will be updated constantly with a themed hashtag (used on all social media platforms) of the experience which will connect consumers together so they can view others experiences and opinions.
The social media platforms chosen reflect the media diary of an ideal target consumer whose day-to-day media channel routine influenced this. Phoebe reads blogs during her lunch break at midday. This would ensure Phoebe came across blend15 when featured on popular blogs, this is the best time of the day for integrating new knowledge. Oakhill (2016). Phoebe’s favourite blog is A Beautiful Mess. Targeting bloggers to review their experiences would be an effective way of connecting with our consumers highlighted in Posner’s Marketing Fashion ‘…the number of bloggers tripled from under 7.5 million to almost 20 million’ and this was in only 9 months. – Harriet Posner blogs and social networking p.168
The brand will grow once it has been in the department store Liberty London for a successful 12-month period. This will then lead to collaboration with Acne studios, a multidisciplinary luxury fashion house based in Stockholm, Sweden. The fashion house offers special artistic collaborations and oneoff projects, which comes as an advantage to blend15. One of which was collaboration with Liberty London, creating a capsule collection. 'When we started exploring Liberty’s extensive heritage for this project, it almost felt like an overwhelming voyage’’. Jonny Johansson co-founder and creative director. The collection sees Acne Studio leather pieces printed with a variety of three classic Liberty patterns.
fig 14 consumer behaviour interview (May 2016)
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fig 15 web mock up own
fig 16 own work
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fig 17 table own work
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fig 18 timeline own work
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fig 19 mock up own work
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fig 20 mock up own work
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Blend15 joining forces with the exclusive brand will ensure that both partners gain something from this relationship, including attracting new consumers to both, that may have been excluded before, it reduces any risk of going it alone, allows partners to share resources and finally enhances their kudos and prestige. Furthermore, successful collaborative partners merge their strengths to accomplish something unique that could not have been achieved by each partner on their own. Harriet Posner Benefits of Collaborations P.179
Acne : (Ambition to Create Novel Expressions) Novel: New and original, not like anything seen before. Expressions: The action of making known one’s thoughts or feelings. This defines the narrative of Acne Studios within their acronym. It also reflects the brand narrative of blend15 as it is original, not like anything anyone’s seen before and is a place where customers can express themselves. This collaboration will be organised well in advance (as seen on table) to make sure the release of the blend15 experience within acne studios stores is smooth. The blend15 experience will be located within acne studios as a booked appointment to create your own bespoke fragrance.
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` “acne studios would be a great place for a fragrance collaboration like yours, it would add to the experience of acne. I love acne because of the quality and originality of designs, its great clothing that lasts and is timeless. A collaboration with a fragrance brand would mean I could tailor my scents to reflect my fashion choices’’ `. Phoebe Robson 24th May. fig 21 own work The correct time to do this is after the 12-month period of the brands release. This will ensure consumers stay connected and would be enthused by collaboration with a unique brand they trust. It will be released for six months in the year in Acne stores London- Dover Street, Pelham Street and Brompton Street. Acne Studios SWOT analysis: Strength, Weaknesses, Opportunities, and Threats. In a document from 2013 it is stated that Acne Studios saw opportunities for brand expansion and more print media, which would successfully release the campaign for collaboration with blend15. Opportunities-Brand expansion -More storefronts -Opportunity to increase sales via production -Higher involvement in print media Siobhan Creal (2013). fig 22 acme
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The reason for choosing acne studios is as follows
‘ “We offer you an exclusive service which lets you shop Acne Studios in a private setting. You will experience and try our collections in a personal meeting tailored exclusively for you’’ ` Acnestudios This statement from the brand is perfect as blend15 aims to offer this personal experience; the two come hand in hand. The brand aesthetic resembles blend15 with shades of dirty pink, grey; black and white so would fit into their brand aesthetic right away. Along with both target audiences being on the same wavelength of creativity, I feel this collaboration would be successful.
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fig 23 photography own work
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fig 24 blend15 ad own work
Blend15 aims to allow creative’s to express their individuality with their own scent reflecting their personality. The brand prides itself in being approachable, personable and loyal. We understand the consumer’s needs and lifestyle and want to give them an experience that is memorable and something to tell their friends and family. They can return to us whenever they want to order more fragrance or re create their scent, whatever their needs are, we will meet them. There is a gap in the market for a niche, personalised and customisable fragrance that is an in-store service in which targets creative archetypes. This foreshadows the future of success for blend15.
Accessability, R. (no date) Psychology and smell – fifth sense. Available at: http://www.fifthsense.org.uk/ psychology-and-smell/ (Accessed: 24 May 2016). Allen, R. (2015) Top 4 retail personalisation trends for 2016 - smart insights digital marketing advice. Available at: http://www.smartinsights.com/ecommerce/web-personalisation/top-4-retail-personalisation-trends-2016/ (Accessed: 24 May 2016). Cope, J. and Maloney, D. (2016) Fashion promotion in practice. United Kingdom: Bloomsbury Academic. crimmens, tamsin (2014) Acne studios x liberty london. Available at: http://www.elleuk.com/fashion/ celebrity-style/acne-studios-x-liberty-london-capsule-collection-jonny-johansson-london-fashion-week (Accessed: 24 May 2016). Insights, B. (2013) Having it their way: The big opportunity in personalized products. Available at: http:// www.forbes.com/sites/baininsights/2013/11/05/having-it-their-way-the-big-opportunity-in-personalized-products/#5aeb91387036 (Accessed: 24 May 2016). L, C.-A. (2016) Icebar London (England). Available at: https://www.tripadvisor.co.uk/Attraction_Reviewg186338-d584023-Reviews-Icebar_London-London_England.html (Accessed: 25 May 2016). Levesque, R. (2016) Memory improvement – why is your memory better in the morning? Available at: http://www.rocketmemory.com/articles/memory-improvement/ (Accessed: 30 May 2016). Limited, B.F. (2015) LIBERTY TV: The Liberty Beauty hall virtual tour. Available at: http://www.liberty. co.uk/liberty-tv-beauty-hall-tour/article/fcp-content (Accessed: 25 May 2016). MIXOLOGIE (2015) Mixologie Blendable perfume collection. Available at: http://mymixologie.com/collections/all/products/mixologie-blendable-perfume (Accessed: 24 May 2016). Posner, H. (2011) Marketing fashion. London: Laurence King Pub. Reserved, A.R. (2015) News. Available at: http://www.whatweadore.com/acne-studios-celebrates-the-art-of-peter-schlesinger/ (Accessed: 24 May 2016). Robson, P. (2016) ‘Consumer behaviour interview’. Interview with . Schultz, B. (2015) Not just Millennials: Consumers want experiences, not things. Available at: http://adage. com/article/digitalnext/consumers-experiences-things/299994/ (Accessed: 24 May 2016). SmartSurvey™ (2016) 10 advantages of online surveys. Available at: https://www.smartsurvey.co.uk/articles/10-advantages-of-online-surveys (Accessed: 25 May 2016). Stores - by appointment shop ready to wear, accessories, shoes and Denim for men and women (2016) Available at: http://www.acnestudios.com/uk/en/stores/byappointm-ent (Accessed: 24 May 2016). Terms, P.I. (2016) Acne studios: Available at: https://prezi.com/b2t3-d1d0wce/acne-studios/ (Accessed: 24 May 2016).
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Accessability, R. (no date) Psychology and smell – fifth sense. Available at: http://www.fifthsense.org.uk/psychology-and-smell/ (Accessed: 24 May 2016). (Accessability, no date) Allen, R. (2015) Top 4 retail personalisation trends for 2016 - smart insights digital marketing advice. Available at: http://www.smartinsights.com/ecommerce/web-personalisation/top-4-retail-personalisation-trends-2016/ (Accessed: 24 May 2016). (Allen, 2015) Cope, J. and Maloney, D. (2016) Fashion promotion in practice. United Kingdom: Bloomsbury Academic. (Cope and Maloney, 2016) crimmens, tamsin (2014) Acne studios x liberty london. Available at: http://www.elleuk.com/fashion/celebrity-style/acne-studios-x-liberty-london-capsule-collection-jonny-johansson-london-fashion-week (Accessed: 24 May 2016). (crimmens, 2014) Insights, B. (2013) Having it their way: The big opportunity in personalized products. Available at: http:// www.forbes.com/sites/baininsights/2013/11/05/having-it-their-way-the-big-opportunity-in-personalized-products/#5aeb91387036 (Accessed: 24 May 2016). (Insights, 2013) L, C.-A. (2016) Icebar London (England). Available at: https://www.tripadvisor.co.uk/Attraction_Reviewg186338-d584023-Reviews-Icebar_London-London_England.html (Accessed: 25 May 2016). (L, 2016) Levesque, R. (2016) Memory improvement – why is your memory better in the morning? Available at: http:// www.rocketmemory.com/articles/memory-improvement/ (Accessed: 30 May 2016). (Levesque, 2016) Limited, B.F. (2015) LIBERTY TV: The Liberty Beauty hall virtual tour. Available at: http://www.liberty.co.uk/ liberty-tv-beauty-hall-tour/article/fcp-content (Accessed: 25 May 2016). (Limited, 2015) MIXOLOGIE (2015) Mixologie Blendable perfume collection. Available at: http://mymixologie.com/collections/all/products/mixologie-blendable-perfume (Accessed: 24 May 2016). (MIXOLOGIE, 2015) Posner, H. (2011) Marketing fashion. London: Laurence King Pub. (Posner, 2011) Reserved, A.R. (2015) News. Available at: http://www.whatweadore.com/acne-studios-celebrates-the-art-of-peter-schlesinger/ (Accessed: 24 May 2016). (Reserved, 2015)
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Robson, P. (2016) ‘Consumer behaviour interview’. Interview with . (Robson, 2016) Schultz, B. (2015) Not just Millennials: Consumers want experiences, not things. Available at: http://adage. com/article/digitalnext/consumers-experiences-things/299994/ (Accessed: 24 May 2016). (Schultz, 2015) SmartSurvey™ (2016) 10 advantages of online surveys. Available at: https://www.smartsurvey.co.uk/articles/10-advantages-of-online-surveys (Accessed: 25 May 2016). (SmartSurvey™, 2016) Stores - by appointment shop ready to wear, accessories, shoes and Denim for men and women (2016) Available at: http://www.acnestudios.com/uk/en/stores/byappointm-ent (Accessed: 24 May 2016). (Stores - by appointment shop ready to wear, accessories, shoes and Denim for men and women, 2016) Terms, P.I. (2016) Acne studios: Available at: https://prezi.com/b2t3-d1d0wce/acne-studios/ (Accessed: 24 May 2016). (Terms, 2016)
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Cope, J. and Maloney, D. (2016) Fashion promotion in practice. United Kingdom: Bloomsbury Academic. Crow, D. (2010) Visible signs: An introduction to semiotics in the visual arts (2nd edition) (required reading range). 2nd edn. Lausanne: AVA Publishing SA. Harrison, S. (2009) How to do better creative work. Harlow, England: Pearson/Prentice Hall Business. Ltd, M.G. (2016) Mintel: Global market research & market insight. Available at: http://www.mintel.com/ (Accessed: 31 May 2016). Ltd, M.G. (2016) Mintel: Global market research & market insight. Available at: http://www.mintel.com/ (Accessed: 31 May 2016). (Ltd, 2016) McDowell C The Fashion Book Phaidon (2013) Ogilvy, D. (2007) Ogilvy on advertising. London: Carlton Books. (Ogilvy, 2007) Posner, H. (2011) Marketing fashion. London: Laurence King Pub. (Posner, 2011) Press, E. of P. (1998) The fashion book. Available at: http://www.amazon.com/Fashion-Book-Editors-Phaidon-Press/dp/071483808X (Accessed: 31 May 2016). (Press, 1998) User Login | WGSN | creating tomorrow (no date) Available at: https://www.wgsn.com/home/ (Accessed: 31 May 2016). User Login | WGSN | creating tomorrow (no date) Available at: https://www.wgsn.com/home/ (Accessed: 31 May 2016). (User Login | WGSN | creating tomorrow, no date) Wheeler, A. (2009) Designing brand identity: A complete guide to creating, building, and maintaining strong brands. 2nd edn. United Kingdom: John Wiley & Sons. In-text citations: (Wheeler, 2009) WGSN personalisation quote (no date) Available at: https://www.wgsn.com/content/board_viewer/#/144597/ page/1 (Accessed: 22 March 2016). In-text citations: (WGSN personalisation quote, no date)
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front cover own work figure 1 moodborad of creative concpet (teamwork) 2016. figure 2 fingerprint http://www.shutterstock.com/fr/s/digital/search.html figure 3 consumer moodboard 2016. figure 4 own photography blend15 figure 5 summer moodboard 2016 figure 6 winter moodboard 2016 figure 7 brand onion own work figure 8 micheal edwards fragrance wheel template/ own work added http://www.fragrancesoftheworld.com/fragrancewheel.aspx figure 9 brand positioning map own work figure 10 mixologie competition http://mymixologie.com/products/mixologie-blendable-perfume figure 11 henry jaques harrods competition example http://www.harrods.com/brand/henry-jacques figure 12 infographic mock up own work figure 13 mock up blend15 bags own work figure 14 media diary consumer behaviour interview own work
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figure 15 web mock up own work figure 16 consumer decision process own work figure 17 key events table own work figure 18 key events timeline own work figure 19 social media platforms web own work figure 20 social media platforms instagram own work figure 21 acne paper blend 15 mock up own work figure 22 acne studios http://www.acnestudios.com/uk/en/ figure 23 blend15 photography own work figure 24 blend15 advert own work
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Harriet Ogden N0644469 Creative Networks Promotional Plan Fashion Communication and Promotion Word count 2614