STRATEGIC MANUAL

FOALE AND TUFFIN FOALE AND FOALE AND TUFFIN FOALE AND TUFFIN FOALE AND TUFFIN FOA TUFFIN FOALE AND TUFFIN FO AND TUFFIN FOALE AND TUFFIN AND TUFFIN FOALE AND TUFFI FOALE AND TUFFIN FOALE AND FOALE AND TUFFIN FOALE AND TUFFIN FOALE AND TUFFIN FOA TUFFIN FOALE AND TUFFIN FO AND TUFFIN FOALE AND TUFFIN AND TUFFIN FOALE AND TUFFI FOALE AND TUFFIN FOALE AND FOALE AND TUFFIN FOALE AND TUFFIN FOALE AND TUFFIN FOA TUFFIN FOALE AND TUFFIN FO AND TUFFIN FOALE AND TUFFIN AND TUFFIN FOALE AND TUFFI FOALE AND TUFFIN FOALE AND FOALE AND TUFFIN FOALE AND TUFFIN FOALE AND TUFFIN FOA TUFFIN FOALE AND TUFFIN FO AND TUFFIN FOALE AND TUFFIN AND TUFFIN FOALE AND TUFFI FOALE AND TUFFIN FOALE AND FOALE AND TUFFIN FOALE AND TUFFIN FOALE AND TUFFIN FOA TUFFIN FOALE AND TUFFIN FO AND TUFFIN FOALE AND TUFFIN AND TUFFIN FOALE AND TUFFI

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FT THE EPITOME OF CUTTINGEDGE, YOUTHFUL DESIGNS

EST. 1961

FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S

F OA le

Entry level products for the revival of Foale and Tuffin will consist of range of badges, bringing a youthful and energetic indifference to the brand.

In comparison, other entry level products would also be the remake of the prominent ‘D’ dress of which is extremely well associated with Foale and Tuffin. Gingham print will predominantly be used throughout the revival of Foale and Tuffin due to the instant association with the sixties and also the brand. A report released by WARC specified that, “Luxury brands need to consider creating a range of “entry-level” products to attract some 50m new consumers in younger age groups and emerging markets over the next four years a new report has said” (Luxury Growth Needs Entry-Level Products | WARC). Taking into account one half of the new consumer group for Foale and Tuffin being Chinese, WARC’s article also focused on the fact that “a growing number of middle class Millennials in China will reinforce the importance of that country; by 2020, Chinese shoppers alone will make up more than one third of all global luxury consumers, Luxury Daily noted. (Luxury Growth Needs Entry-Level

new consumer groups being targeted that price for such items is due to rise. The price strategy due to be used throughout the revival is similar of that of Louis Vuitton’s (LV), LV does not have sales or discounted prices on any items to maintain that esteemed label the brand obtains with their consumer. Prices used when the brand was in it’s prime was also done inline with their consumer, it’s common knowledge that both the Chinese and French consumer have a colossal disposable incomes, therefore implicating that unlike in the 60’, the price now can be higher.

Products | WARC). With regards to entry level products, the gingham print will be used within the likes of a denim skirt. Mid range product launch will primarily focus on the use of the logo for Foale and Tuffin within a leather band belt, similarly to that of Dolce and Gabbana’s with the F and T interlocking. Another mid-range product would be a reworked beret, taking into account the consumers focused on throughout the relaunch, the beret presumably would prove popular and represent the ithin the brand was only used in black and white, due to the new consumer groups and values of the brand, a range of different colours using connotations already specified to expand the brand. All of the entry, mid and upper tier products were inspired by products of which Foale and Tuffin originally used throughout their time as a brand, specifically the upper tier product of the gingham print coat as this is one of the most prestigious items Foale and Tuffin are known for. Due to the fact that Foale and Tuffin as it stands are known as a vintage brand whom of which are currently not available on the market, their items are sold on the likes of Ebay and Amazon of which give us a good idea of their worth and what their price was when they were once at their prime as a brand. A Foale and Tuffin jacket and long maxi skirt is priced online for £95, due to the competitors within the revival and the

FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S

The four p’s is a strategic marketing method used when launching a product. The four p’s consist of product, price, promotion and price and are also known as the marketing mix, are essential in helping a company to make necessary decisions in order for a successful launch of a product.

FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S FOUR P'S

Within the span of Foale and Tuffin’s brand existence, nothing actually went wrong for them.

The brand was competing against the likes of Ossie Clark and Mary Quant, which meant there were numerous brands whom of which were promoting similar products due to the colour palette and patterns used within the 60’s. When Foale and Tuffin were established and their garments began breaking down barriers or art, lifestyle and fashion combined, their garments were predominantly used within advertising campaigns and magazines. Models were an immense influence on the promotion of Foale and Tuffin previously, the likes of Twiggy was consistently seen wearing Foale and Tuffin garments, as some would say “Twiggy became one of the world’s first supermodels and face of London’s “swinging ‘60s” mod scene.” (Twiggy, 2016). Within the revival, models who are finding their ground within the fashion industry at the minute will be recognised and considered

for the relaunch, such as models such as Aiden Curtiss, Alexandra Micu and Hyunjoo Hwang.

Foale and Tuffin did not have a global reach in the past, unlike now when the consumer is both Chinese and French. Presumably the reason the brand did not reach the global customer base is due to the fact the brand was only established for 11 years and did not have chance before Marion and Sally closed shop. In comparison to the previous deception of the brand, Foale and Tuffin will now be launched in both China and France, aiming to engage a specific consumer to enable to brand to expand and grow. With regards to differentiating product offer dependant on the country, the products will remain the same.

Keeping the products the same in both countries allows the consumers to feel as though they are all on the same basis and are a part of something bigger than just the product they are buying as it therefore allows both differentiating consumer bases to relate to each other.

TU FF IN

brand narrATIVE Foale and Tuffin back in 1961 was a brand established by two courageous women, excelling their admiration for fashion and encouraging the freedom of oneself through the garments they produced. Within the relaunch, the plot of the brand narrative is for the brands heritage to be portrayed through British culture. Pinpointing the British culture particularly regarding the Northern Soul movement of the 1970s, using music and culture to bring together two different consumer groups. The hero of the brand when it was originally established were the garments Marion Foale and Sally Tuffin created, the garments created in the 1960s were bold and colourful and fit in with the 1960s persona excellently. The garments maintained a hero status throughout their established time due to the youthful designs and prints used, their garments were encouraging a whole generation to express themselves and be apart from stereotypes, and that was special for the brand. The relaunch keeps the freedom of expression through the garments but additionally takes on an aspect of personalisation, something of which both consumer groups due to the age of them show a colossal interest in. The hero of the brand narrative maintains the encouragement for individuality and non-stereotypes. The platform of Foale and Tuffin as it once was holds a treasured place in the 1960s archive, predominantly in Britain as Foale and Tuffin wasn’t established long enough to reach overseas or adapt their brand. The new platform means an overseas brand, bringing consumers together through the admiration and want for the generic British lifestyle and the culture we live by. The audience for the brand narrative as it once was, were fun and edgy girls living their youth and wanting to move away from the garments their mums were dressing them in. Regarding the relaunch, the audience is based primarily on two differing consumers, the Chinese and the French. The ideal consumer would be an urban street wearing Chinese or French woman, aiming to break down the barriers of typical fashion stereotypes. The revived consumer additionally has disposable money due to factors such as in China they hold a one child policy and therefore the majority of money in the family gets handed down, leaving the consumer with disposable money to spend on Foale and Tuffin. The consumer conclusively has to be interested in music, in addition to the typical British lifestyle due to the campaign launch of the inclusiveness of the Northern Soul aspect.

ANDAND TUFFIN FOALE ANDAND TUFFI LE TUFFIN FOALE TU UFFIN FOALE ANDAND TUFFIN FOALF TUFFIN FOALE TUFFIN NFFIN FOALE ANDAND TUFFIN FOALE AN FOALE TUFFIN FOALE ANDAND TUFFIN FOALE ANDAND TUFFI LE TUFFIN FOALE TU UFFIN FOALE ANDAND TUFFIN FOALF TUFFIN FOALE TUFFIN NFFIN FOALE ANDAND TUFFIN FOALE AN FOALE TUFFIN FOALE ANDAND TUFFIN FOALE ANDAND TUFFI LE TUFFIN FOALE TU UFFIN FOALE ANDAND TUFFIN FOALF TUFFIN FOALE TUFFIN NFFIN FOALE ANDAND TUFFIN FOALE AN FOALE TUFFIN FOALE ANDAND TUFFIN FOALE ANDAND TUFFI LE TUFFIN FOALE TU UFFIN FOALE ANDAND TUFFIN FOALF TUFFIN FOALE TUFFIN NFFIN FOALE ANDAND TUFFIN FOALE AN FOALE TUFFIN FOALE ANDAND TUFFIN FOALE ANDAND TUFFI LE TUFFIN FOALE TU UFFIN FOALE ANDAND TUFFIN FOALF TUFFIN FOALE TUFFIN NFFIN FOALE ANDAND TUFFIN FOALE AN FOALE TUFFIN FOALE

FIN FOALE ANDAND TUFFIN FOALE TUFFIN FOALE TUFFIN FOA ALE ANDAND TUFFIN FOALE ANDAND FOALE TUFFIN FOALE ANDAND TUFFIN FOALE ANDAND TUFFI LE TUFFIN FOALE TU FIN FOALE ANDAND TUFFIN FOALE TUFFIN FOALE TUFFIN FOA ALE ANDAND TUFFIN FOALE ANDAND FOALE TUFFIN FOALE ANDAND TUFFIN FOALE ANDAND TUFFI LE TUFFIN FOALE TU FIN FOALE ANDAND TUFFIN FOALE TUFFIN FOALE TUFFIN FOA ALE ANDAND TUFFIN FOALE ANDAND FOALE TUFFIN FOALE ANDAND TUFFIN FOALE ANDAND TUFFI LE TUFFIN FOALE TU FIN FOALE ANDAND TUFFIN FOALE TUFFIN FOALE TUFFIN FOA ALE ANDAND TUFFIN FOALE ANDAND FOALE TUFFIN FOALE ANDAND TUFFIN FOALE ANDAND TUFFI LE TUFFIN FOALE TU FIN FOALE ANDAND TUFFIN FOALE TUFFIN FOALE TUFFIN FOA ALE ANDAND TUFFIN FOALE ANDAND FOALE TUFFIN FOALE ANDAND TUFFIN FOALE ANDAND TUFFI LE TUFFIN FOALE TU

MARKET AND TREND RESEARCH Throughout the relaunch of Foale and Tuffin two collaborative partners have been chosen to work with the brand in order to make the brand both more desirable and interesting to the two different consumer groups. Angel Chen is the first of two collaborative partners, immediately after coming out of Central Saint Martins Chen’s graduate collection ‘Les Noces’ achieved a firm place in the top 5 graduate designer collections. Following his success, Chen began being known as a significant designer that was and still is contributing to position China as a new fashion power. Chen went on to be shortlisted for Forbes’ “30 under 30” for the top entrepreneurs of Art and Design. Chen’s brand is recognised for mixing the unfamiliar with regards to colours, patterns and textures and incorporating clashes into different garments.

The embroideries used in pieces are known for their bold colours as well as whimsical, freespirited and youthful characters. Angel Chen is now both London and Shanghai based, reaching out to a wide spectrum of consumers and engaging with different both established and emerging markets. Angel Chen recently did a collaboration with Sony, where of which she created electronic accessories; bags and cases for mobile phones and cameras. Following the recommendations explored previously, one issue highlighted was the advances in technology that need to be used through the relaunch and the understanding of Angel Chen’s involvement with technology supports the success Foale and Tuffin could have. Chen’s use of the bold colours, extravagant prints and textures works with the vibe of Foale and Tuffin throughout the relaunch whilst additionally expanding the brand to new consumer groups. A designer with such a big following such as Angel Chen therefore implicates the boost of recognition the relaunch will receive through the use of both brand names within the relaunch in 2020. A secondary collaboration will be used but not massively, the French artist Christian Guemy work will inspire the ideas towards a print campaign in the future of Foale and Tuffin through his use of prints onto the sides of buildings and other structures. Although the plans are to use Christian Guemy as a collaborative partner, the collaboration with Angel Chen takes priority throughout the relaunch as opening and expanding the consumer base immediately allows the brand to move away from consumers who are already established and open it to people who share an admiration for bold prints, colours and textures meaning the passion for brand value and cores are dramatically heightened.

FOALE AND TUFFINFOA A AND TUFFIN FOA LE AND TUF FOALE ANDTF T TUFFIN FOALE ANDTUFFINA

D FOALE AND TUFFINFO ALE IN AND TUFFI ALE AND TUF FFIN FOALE AND T TUFFIN TUFFIN FOAL LE NANDTUFFIN

IDENTITY USE OF THE TOUCHPOINT

HIGH symbol

name colours

level of communication with consumer

signature

word mark

HIGH

low

letterhead

low

prODUCTS AND SEVICES

USE OF THE TOUCHPOINT

HIGH RELIABILITY

DESIGN

RELIABILITY

PACKAGING

level of communication with consumer

SUSTAINABILITY

WARRANTY

HIGH

low

low

prODUCTS AND SEVICES

USE OF THE TOUCHPOINT

HIGH RELIABILITY

DESIGN

PACKAGING

level of communication with consumer

SUSTAINABILITY

WARRANTY

HIGH

low

low

REPUTATION

VALUE OF THE TOUCHPOINT

HIGH SOCIAL MEDIA

ENDORSEMENTS RECOMMENDATIONS CULTURE

HIGH

low

level of communication with consumer

WORD OF MOUTH

low

FOALE AND TUFFIN F FOALE AND TUFFIN BRAND TUFFIN FOALE AND T TUFFIN FOALE AND IDENTITY AND TUFFIN FOALE A AND TUFFIN FOALE FOALE AND TUFFIN F FOALE AND TUFFIN TUFFIN FOALE AND T TUFFIN FOALE AND AND TUFFIN FOALE A AND TUFFIN FOALE FOALE AND TUFFIN F FOALE AND TUFFIN TUFFIN FOALE AND T TUFFIN FOALE AND AND TUFFIN FOALE A AND TUFFIN FOALE FOALE AND TUFFIN F FOALE AND TUFFIN TUFFIN FOALE AND T TUFFIN FOALE AND AND TUFFIN FOALE A AND TUFFIN FOALE FOALE AND TUFFIN F FOALE AND TUFFIN

Elements of the original brand being kept throughout the relaunch are based majorly on the values and goals they ran by as a company as opposed to the garments they produced. Foale and Tuffin did fashion the unconventional way and encouraged the expression of oneself through the garments they wore, this is a colossal factor being kept through the relaunch. The aim of the brand is for the consumers to be recognised as strong individuals through the garments they wear, conclusively portraying the correct message from business to consumer. Another factor of the brands previous DNA being kept is the use of bold, clashing prints throughout the garments, combining incohesive patterns and colours. It is important to retain factors such as this, as it keeps the core philosophy of the brand but also envisions the new aspects and directions of the relaunch, applying them to the new consumer groups and taking into consideration affirmed and emerging markets.

With regards to cohesively merging the brands DNA with that of the collaborative partner there aren’t many differences between the two brands beliefs and aims, alongside the construction and portrayal of the garments.

Angel Chen believes in the use of colours, the mixture of materials and the creation of innocent yet free-spirited and quirky garments to match the characters of her consumers, which runs alongside Foale and Tuffins brand DNA. Taking into consideration the DNA for both Foale and Tuffin and Angel Chen it implicates the collaboration would be one of success, with both brands complimenting each other.

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FOALE AND TUFFIN FOALE N FOALE AND TUFFIN FOAL TUFFIN FOALE AND TUFFI D TUFFIN FOALE AND TUFF AND TUFFIN FOALE AND T E AND TUFFIN FOALE AND FOALE AND TUFFIN FOALE N FOALE AND TUFFIN FOAL TUFFIN FOALE AND TUFFI D TUFFIN FOALE AND TUFF AND TUFFIN FOALE AND T E AND TUFFIN FOALE AND FOALE AND TUFFIN FOALE N FOALE AND TUFFIN FOAL TUFFIN FOALE AND TUFFI D TUFFIN FOALE AND TUFF AND TUFFIN FOALE AND T E AND TUFFIN FOALE AND FOALE AND TUFFIN FOALE N FOALE AND TUFFIN FOAL TUFFIN FOALE AND TUFFI D TUFFIN FOALE AND TUFF AND TUFFIN FOALE AND T E AND TUFFIN FOALE AND FOALE AND TUFFIN FOALE N FOALE AND TUFFIN FOAL

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COMMUNICATION CHANNELS

F T A F T A F T A F T A F T A

FOALE AND TUFFIN TUFFIN FOALE AND AND TUFFIN FOALE FOALE AND TUFFIN TUFFIN FOALE AND AND TUFFIN FOALE FOALE AND TUFFIN TUFFIN FOALE AND AND TUFFIN FOALE FOALE AND TUFFIN TUFFIN FOALE AND AND TUFFIN FOALE FOALE AND TUFFIN TUFFIN FOALE AND AND TUFFIN FOALE

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FOALE AND TUFFIN F AND TUFF FOALE AND TUFFIN F AND TUFF FOALE AND TUFFIN F AND TUFF FOALE AND TUFFIN F AND TUFF FOALE AND TUFFIN F AND TUFF

owned medi packaging sms ( texts once you order from the websites, reminders for new collections etc or sales.

Online TOUCHPOINTS TO BE USED THROUGH THE RELAUNCH.

desktop widgets

om c -

B2C WEBSITE social media email mobile web

bought media

campaign site

banners

search engine advertising

social media

earned media viral campaigns blogs, news

c

mobile app

ommunication ch c s ann nel els n ha

b2b website

foale a tuffin t relaun

n channels - comm u n ica t i on

owned media

channels n o i t ica mun

OFFLINE TOUCHPOINTS TO BE USED THROUGH THE RELAUNCH.

SHOP-IN-SHOPS

media: overig

POP UP STORES

CHANNELS

BRAND STORES

OWNED-PRINT

customer card MAGAZINE

BROCHURES

own events

- com mun icat ion

YEARLY REPORT

bought: mass media

OWN PUBLICATIONS

a ch

and n the nch

OWNED: B2B -

co ls nne

print-ads

mmunicati

public space ( billboards)

on c h a n ne l

s-

the graph above shows the communication channels regarding both offline and online touchpoints and which ones will be used throughout the relaunch of foale and tuffin. communication platforms are catered to both cultures, meaning social media platforms such as wechat will be focused primarily on. some examples have been created of how the campaign would look once put into communication platforms such as banners within apps on laptops, advertising and app access within both the french app store and the chinese app store. additionally, a store exterior and interior have been created to indicate implications as to what the foale and tuffin store would look like.

advertorials

sponsoring

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com

mun

n icatio

ALE AND FFINFOALE D TUFFIN AND TUFFIN F LE ANDTUFFIN T FFIN FOALE DTUFFIN

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FOALE AND TUFFINFOALE AND TUFFIN FOALE AND TUFFIN FOALE AND TUFFIN TUFFIN FOALE ANDTUFFIN

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FOALE AND FOALE AND TUFFINFOALE TUFFINFOA AND TUFFIN AND TUFFI LE AND TUFFIN FOALE AND TUF FOALE AND TUFFIN FOALE ANDT TUFFIN FOALE TUFFIN FOALE ANDTUFFINANDTUFFIN FOALE AND FOALE AND TUFFINFOALE TUFFINFOA AND TUFFIN AND TUFFI LE AND TUFFIN FOALE AND TUF FOALE AND TUFFIN FOALE AND T TUFFIN FOALE TUFFIN FOA ANDTUFFINANDTUFFIN

D OALE IN UFFIN TUFFIN LE IN D OALE IN UFFIN TUFFIN ALE IN

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