FredPerr y F r e d P e r r y. c o m
Proposal
By Fred Perry
Spring/ Summer 2012
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INTRODUCTION
EXECUTIVE SUMMARY
CUSTOMER PROFILE
DEMOGRAPHICS
STRATEGIC ANALYSIS
DISTRIBUTION
THE LAUNCH OF ‘THE EVOLUTION OF FRED PERRY’
FLAT PLAN OF NEWSPAPER
NEWSPAPER - LIMITED
PROMOTION
FUTURE RECOMMENDATIONS
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3PTP[LK ^HZ MV\UKLK PU (WYPS Working along side Fred Perry, Limited offers an In-store newspaper that connects directly with the consumer. Limited is an high quality newspaper that showcases recent events, current trends and style, along with the introduction of new artists, Limited is free and available throughout our independent stores around the UK.
This report advises and examines the execution of an Exhibition/ In store newspaper and marketing campaign for Fred Perry.
This Campaign aims to raise awareness to a younger market by introducing a newspaper that shall be shown throughout all UK independent stores along with presenting an exhibition that showcases images of the past and present wearing Fred Perry. This exhibition shall take place in June 2012 at Wimbledon Village, coinciding with the launch of Fred Perryâ&#x20AC;&#x2122;s annually in store newspaper.
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Key issues to focus on are: To be able to introduce and help the younger generation understand about the Fred Perry brand, by creating a newspaper that introduces upcoming events, music, style and culture along with an understanding of the brands heritage.
This Report will establish the current position of the Brand in the UK market, and propose how this can be improved upon. In conclusion, this report shall layout the recommendations for the execution of the Newspaper and Exhibition
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The Fred Perry consumer is a young versatile man and women aged between 21 - 35, they are likely to priorities their apparel along with visiting music festivals and gigs. They are relaxed about there style however take an interest in looking good. They are not afraid to challenge the boundaries of how others dress. The Fred Perry consumer like to add their own interpertation to the mod style BMPOH XJUI IBWJOH UIFJS PXO n BJS 5IFSF TUMZ FJG DMFBO OFBU XJUI BO over all edge. Overall they take pride in their appearance, however donâ&#x20AC;&#x2122;t mind taking risks and being different.
The Fred Perry consumer has a keen interest in music and many PUIFS DSFBUJWF m FMET 5IFZ UBLF B HSFBU EFBM JO UIFJS TPDJBM BTQFDUT of their life by attending events, shows and eating out. The Fred Perry customer may also be broken down further by economic status: Socio -Economic Segmentation: A,B C1â&#x20AC;&#x2122;s
Gender: Lifestyle will vary due to the different market that
Female & Male
buys into Fred Perry Students - Have a broad taste in music, gigs. Like to experiment with different food. They purchase polo shirts that will last long. Mature working people - Will spend more money on a garment that will last long, along with take pride in their appearance. . Occupation: Student, or working class man/ women
Socio Economic A,B,C1
Driven by musical Style
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Sophisticated,
skinheads, suedeheads,
simple, Clean, Ever
soul boys, rude boys.
lasting
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Hobbies Sport, Music, Art,
Fred Perry relies on its
Social gatherings at
timeless qualities to appeal
Bars & Restraunts.
to every generation
Occupation: Student, or working class man/ women
Reads music, The intended demographic is fairly open. The
sport and fashion
campaign should target not only consumers of the
magazines
past, but allow a new audience to connect with the brand by bringing the brand values into modern culture.
Age 21+35
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Communicative Objectives
Strengths:
be published and launched
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in June.
worldwide, with shops and across
Weaknesses:
Stategy
50 countries around the globe.
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Consumers:
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only a few outlet stores.
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to create Subculture a new music
Oppurtunities:
relationship with the brands
initiative bringing you the brightest
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Loyal Clientele
young talent on the music scene,
more newspapers Annually.
alongside the cream of British
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younger generation to buy into
music artists that have a long
and events in the newspaper due to
the brand.
standing relationship with the brand
the contacts that the brand know.
Media:
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best-known and most instantly
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Evolution of Fred Perry from the
recognizable logo in the world
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60â&#x20AC;&#x2122;s to present.
newspaper.
to the younger generation.
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Media and Events t 5IF FYIJCJUJPO XJMM VTF B XJEF
Media:
range of media to communicate
and heritage.
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to each of the public effectively.
Corporate:
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Press:
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Consumers and Media will be
style
that advantages that an In store
Corporate:
communicated via features and
magazine can bring to the brand
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announcements in the press.
Community:
newspaper and Exhibition to
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the press, buyers and various
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hype amongst the press and
celebrities to create an exclusive
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consumers over the In-store
brand association.
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newspaper.
Community:
From the different type of media
Tactics:
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above, various publications shall
Consumers:
the consumers.
be contacted and sent a press
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pack and invitation to the Launch
for the Exhibition and In-store newspaper.
Hire of Traditional Photo booth for 3
Print newspaper â&#x20AC;&#x2DC;Limitedâ&#x20AC;&#x2122; at
hours - ÂŁ595
newspaper club. For traditional colour and 5000 DPQJFT JU DPTUT b
300 copies shall be given to each UK independent store along with department stores that feature the brand . Shall be an Annualy Newspaper that will have 5000+ copies printed Idle hour - ÂŁ25 for an hour to set up booth
By advertising upcoming Press pack - Shall be printed
bands & artisits and events/
at a minimal and shall be
venues in the newspaper it will
given to important press only.
help provide morey to print.
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Location of Exhibition
The store shall be hired out for 1
and Launch -
month, 3weeks open to the public
Arthur Road, Wimbledon
then 1 month to move everything out.
Park, London SW19
Able to get to Total of money
Wimbledon Park
spent on Exhibition
tube very close
= Booth + Idle + Rent + Launch bĂž
Approx 350 sq
Area of Exhibition- A1 & A2 usage ground
ft/ 32.5 sq m
floor & basement commercial premises with large, attractive front sales area. In good order throughout. Within a busy retail street with a good volume of pedestrians & traffic.
The store to hire in wimbldon is b QDN
17th June 6pm Launch
18th June Open of the Exhibition
19th June First day of opening
20th June
21st June
22nd June
23rd June
24th June
25th June
26th June
27th June
Paper Boys send of NewsPapers to local houses in Wimbldeon
4VOEBZ UIF UI PG +VOF 5IF &WPMVUJPO PG 'SFE 1FSSZ XJMM MBVODI UP UIF QSFTT CVZFST BOE DFMFCSJUJFT in which they can see an insight into the heritage and years of Fred Perry. The launch will take place in Wimbldeon Village at: Arthur Road, Wimbledon Park, London SW19. The reason behind the Launch and Exhiibition being held here is that, Fred Perry is all about the british Heritage, there are many memories formed from Wimbledon that relates back to the brand and due to Wimbldeon Tennis being held here on these days it sonly seemed right to showcase the work of Fred Perry to be able to introduce the exclusive sports brand and be able to share the heritage of Fred Perry to a variety of people. There shall be a separate room that shall feature SS12 Authentic and Laurel Wreath SS12 collection in which people can view and purchase day to day. In this room also features a photo/video booth, hired out from Picture Blast.
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29th june
30th June
1st July
2nd July
3rd July
4th July
5th July
6th July
7th July
8th July 9th July Closing of the Exhibition
This is where people can take pictures or make videos about their own memories of Fred Perry and 8JNCMEFPO 5IFSF TIBMM BMTP CF UIF MBVODI PG UIF m STU JO TUPSF OFXTQBQFS GPS 'SFE 1FSSZ TIPXO BU UIF FWFOJOH JO XIJDI QFPQMF DBO UBLF BXBZ GPS GSFF 5IF FYIJCJUJPO TIBMM UIFO PQFO PO UIF UI PG +VOF to the 9th of July to the public, from 12noon until 6pm, in which they can view Fred Perry images from different generations. The layout is really simple in the exhibition, keeping it clean and tidy with NJOJNJBM DPMPVST BT UIFSF TIPVME CF OP PUIFS EJTUSBDUJPOT 5IFSF BSF UXP SPPNT JO UIJT FYIJCJUJPO 'JSTU room shall be of the different generations of iimages/ stories of Fred Perry. Second room shall show the new spring / summer collection in which people can purchase and a photo booth for people to share stories of Wimbledon and Fred Perry.
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On the left is an outline of how the Newspaper shall be presented. The layout for the newspaper is minimalistic, clean and simple, XIJDI m UT UIF CSBOET BVUIFOUJD UBTUF 5IFSF JT DPOUJOVJUZ UISPVHIPVU this newspaper, using three main colours, two greens and black. (SFFO IBT CFFO VTFE UISPVHIPVU EVF UP UIF OFXTQBQFST m STU JTTVF revolving around Wimbledon Tennis. The newspaper has a variety of information inside, featuring articles on the Heritage of Fred Perry aswel as the Heritage of Wimbledon Tennis. Limited gives an insight into the new spring summer collection of Laurel Wreath and the Authentic collection for Fred Perry. It has a diverse range of information for many of the consumers to read and look at, so shall UBSHFU BOE m U UP UIF 'SFE 1FSSZ DPOTVNFST UBTUF
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Limited aims to promote many creative and talented artists, people UIBU IBWF BO PWFSBMM JOUFSFTU GPS m MN EPDVNFOUBSZ T QIPUPHSBQIZ and art aswel as fashion. 5IF m STU JTTVF PG -JNJUFE XJMM SFWPMWF BSPVOE UIF UIFNF PG Wimbledon and will look into the heritage surrounding this. There shall be a variety of information in the newspaper that will help maintain to Fred Perry consumer interest. From looking at music festivals, collaborations, new season collections and heritage. The newspaper will also give a chance for others to be able to feature there stories in a later issue, they can get a sense of other peoples memories of the brand and be able to write in themselves and share their own memories. The newspaper shall be featured in NBOZ PG UIF 6, JOEFQFOEFOU TUPSFT BTXFM BT EFQBSUNFOU TUPSFT that sell the brand, such as John Lewis, Selfridges and House of Fraser.
Media Pack
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Using various forms of media The Evolution
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of Fred Perry and Limited newspaper will be
June) to deliver the â&#x20AC;&#x2DC;Limitedâ&#x20AC;&#x2122; Newspaper to the
diversely promoted to both public and press.
local area of Wimbledon in time for the opening of
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press, which shall feature an invitation to the
Billboards shall feature in popular underground
event, 2x A3 fold up posters and invitation and
stations, such as Covent Garden and Liverpool
a Tennis ball that has the Fred Perry logo and
Street due to the Fred Perry stores being in these
exhibition name presented on the front shall be
areas. All of the photography that shall be used
featured in this press pack. The press pack will
throughout shall be that of the Authentic Spring
also incorporate the link between Fred Perry
Summer 2012 to promote the brands new season
and Wimbledon Tennis, so will entail a theme of
collection.
including Astroturf, ball boys and amore quirky
From the sponsorships of the exhibition being
adventurous outlook. What this aims to do is
XFM and Wimbledon Tennis these are two great
get the press talking and intrigued of what is
companies that are relevant and able to target the
yet to come.
Fred Perry consumers.
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By the time it is 2015 we are hoping to evolve the newspaper into a seasonal issue that will involve more contribution from the public BOE HJWF NPSF PG BO JOTJHIU JOUP TQFDJm D FWFOUT UIBU BSF IBQQFOJOH throughout the UK. We want the newspaper to be diverse, and to be ablr to entail it to everyone around the UK not just the London area. We want to be able to specify different sections to different cityâ&#x20AC;&#x2122;s such as , Manchester, Nottingham and other big citys. Focusing on events in these citys, interviews that envolve artisits from these areas and styles that have evolved from the areas. The reason for this is to be able to introduce the brand to younger teenagers who have an interest in the style of Fred Perry. We want them to be able to take memories from the brand and pass it down to others.
F r e d P e r r y. c o m