PORTFOLIO
SYNOPSIS This project looks at the hairdressing brand TONI&GUY and new campaign launched to promote hair diversity. The aim of the DEFAULT campaign is to create awareness to the fashion and hair industry on exclusion. The DEFAULT campaign will focus on the beauty within hair diversity that defines originality and naturality as part of one’s personal identity. The campaign will communicate new definitions for beauty standards and redefine it to a new default standard.
TONI&GUY is a British international chain of hairdressing salons, the multi award winning brand has over 475 stores across 48 countries. Known as “most influential hairdressing companies of our era.� Stated in Infringe Magazine (Mascolo, 2018, pg. 286) the hairdressing brand has been open for over 55 years focusing on education, client service and professional haircare. Its apparent that TONI&GUY core consumer all hold a similar European look, with a straight to wavy hair type. Past campaigns released this year do not include any models of colour or any with a tighter curly pattern than loose curls. People of colour, mainly people from African/ Caribbean ethnicities, fall furthest from this consumer base. Not including all hair types could result in other ethnicities missing out on the salon experience. Therefore, a successful marketing campaign is needed to raise awareness of the brand and promote a new inclusive range, while increasing a new audience and developing a new following.
ACTIONS AND BEHAVIOURS High Fashion Credentials as partnerships with London Fashion Week and British Fashion Council.
PERSONALITY Innovated
Creating innovated and contemporary hair styling
Inventive Believe in upholding a quality brand
Creative Global Presence
BRAND ONION
VALUES
Contemporary Strong Brand identity with stores, digital and Print Media, Online Platforms
Style Conscious
Actively looking to grow, develop and innovate
Bold Focuses on Education, motivation and Fashion
Luxury High end
ESSENCE CONTEMPORARY - FASHION LED - INNOVATED
INDUSTRY SITUATION What Can the Fashion Industry Do To Be More Inclusive? “Diversity is not a trend, and there is more work to be done to acknowledge and address the barriers facing non-white designers, models and creatives.” (Fernadez, 2018) Diversity within the fashion industry has increased, as the fashion industry has progressed. Over the last year, several black creatives have been put into higher respected positions in the fashion world. Edward Enniful became the first black editor in chief of British Vogue, Virgil Abloh took the role of art director for Louis Vuitton, Tyler Mitchell became the first black photographer to shoot a cover for vogue and Anok Yai was the first black model to open Prada’s runways show, from 20 years ago when Naomi Campbell opened in 1997. However, there is still challenges undermining inclusion in fashion “Often in fashion, diversity is superficial, like the casting of different races of people on the runway or in campaigns, while the designers and executives calling the shots behind the scenes remain unchanged — and not reflective of the consumers a brand is trying to attract.” (Fernadez, 2018),
This statement can evidence that change can happen within the industry if diverse decision makers and executives are allowed to enter the highest levels. An example of this is Edward Enniful becoming the editor- chef of British Vogue, he’s first cover mission was to make a political statement, it includes a diverse range of people with the arts and politics.
The Savage X Fenty runway show
MACRO TRENDS
NEUTRAL IDENTITY
Race and gender has been main markers of identity and is a foundation of mainstream culture, however, we are now challenging these markers and shifting towards a more open mindset of personal identity. Diversity has finally become mainstream, As the traits of identity begin to shift, more brands and media are becoming more inclusive and new identity’s have the opportunity to enter the mainstream mindset.
“Brands are learning that diversity and inclusion is normal, and just plain good for business” Says Andrew Barrat, founder and head of Ogilvy Pride. (LSN GLOBAL, 2015) How this effects Toni&Guy?
MICRO TRENDS
If Toni&Guy continue to use models of Caucasian ethnicity within future campaigns it holds a old stereotype of excluding other ethnicities and there different hair types, this can effect consumers loyalty and could possible loose consumers and clients as they could feel that the brands is not evolving. Expanding to new definitions can show progression within the brand which can set an example to other hair care brands and the fashion industry. Although we are not at a point of neutral culture, the future shows possibilities of progression where gender and race will no longer be issue with identity.
“Curls are fast becoming a big focus for the beauty industry as brands increase their range of products for curly hair across the market and show curls on the catwalk.” (Bhagwandas, Smith, 2015, LSN GLOBAL)
The beauty market is progressing and no longer focusing on old definitions of beauty suited by few. The technology around curly hair is changing and maintaining curly hair has been a key focus within the hair care industry. Seeing that the fashion industry is conforming into new definitions of beauty, shows progression within diversity within the industry. Celebrity hair stylist said, “Curls used to be a style to be dealt with backstage and straightened to create a more fashion-forward look, but curls are becoming a highly sought-after commodity in catwalk hair”. How this effects Toni&Guy?
CURL POWER
Toni&Guy should Consider that more people from the afro/Caribbean ethnicity our embracing their natural hair and require a different routine and technique for their hair type. They products, campaigns and visuals should all represented different hair types rather than their current European hair types.
TRIBES:
NEW LUXURY MILLENNIAL “the New Luxury Millennials (NLMs) are the well-heeled, high-spending branch of the collaborative, creative, entrepreneurial generation” (LSNGLOBAL, 2011)
ACORN CLASSIFICATION
Young professional
AGE RANGE
Generation Y 28 - 35
OCCUPATION
Digtal Marketing Manger
BRANDS
Luxury Brands - Gucci, Burberry Ethical Brand - Dermalogica High Street Brand - Zara, Massimo Dutti
LIFE STAGE
Living with partner – Looking to settle down to have a family
TECHNOLOGY
NLM frequently use technology to keep in touch with each other and with other brands - Use online social media platforms to follow friends, luxury and independent brands.
CLOTHING
More likely to buy from independent Boutiques
INCOME
£60,000
EDUCATION
BA (Hons) communications
LIVING STATUS
May live with partner – Rents luxury apartments
RESIDENTIAL LOCATION
Metro area
EATING HABITS
More likely to eat out with friends – Eats at high end restaurants - Buys organic produce
Marketing
Town house cosmopolitans
AGE RANGE
Generation X 35 - 41
OCCUPATION
Journalist/freelance photographer
BRANDS Niche independent brands - avoids online shopping - Shops at big department stores, Selfridge’s, Harvey Nichols LIFE STAGE Bachelor TECHNOLOGY Cherishes or efficiency, entertainment
technology info and
CLOTHING Mix of high - low designer clothing - functional pieces INCOME 45,000 EDUCATION MA Photography LIVING STATUS Living with long term partner thinking of marriage RESIDENTIAL LOCATION Quiet residential area in the city EATING HABITS Buys Locally Sourced food from green grocer - Eats quite healthy to maintain a healthy lifestyle
“High-minded individuals seeking meaning and fulfilment, Ascetic Luxurians are a privileged set who shun the brand fetishisation and buy-it-all thinking of modern consumerism” (LSNGLOBAL, 2015)
TRIBES:
ACORN CLASSIFICATION
ASCETIC LUXURIANS
The DEFAULT campaign will focus on the beauty within hair diversity that defines originality and naturality as part of one’s personal identity. The campaign will communicate new definitions for beauty standards and redefine it to a new default standard.
AIMS AND OBJECTIVES To create new opportunity within the hair care market to fulfil a gap with the separation of hair care and minority hair care. To create a successful campaign for an all-inclusive hair care range that shows a diverse range of hair types. Produce a new product line that reflects to the consumer that their hair needs are the most important thing. Create awareness that the fashion and hair industry are still excluding certain looks that does not conform into the stereotypical standards of beauty Set an example within the industry to show that it is okay to highlight differences and use diversity to show consumers that they are the main concern.
C - 0 Y - 0 M - 0 K - 65
C - 5 Y - 5 M - 5 K - 15
C-0 Y-0 M-0 K-0
LOGO
Range provides the essentials for beautiful healthy hair and is here to cater to the health of all hair types.
COMPANY OVERVIEW
Pull &Bear a high street brand that caters for menswear, womenswear and accessories. The brand was founded in 1991 by the Inditex group who also founded brands such as Zara, Berska, Stradivarius and more. Pull & Bear aims to make causal and comfortable clothing for young people. providing clothing that takes the latest international trends and combines street style.
This project is a brand extension for the high street brand Pull & Bear. As Generation Z is there core consumer. A Campaign will be launched to draw attention to teenagers/ young adults mental health issues with social media
CONSUMER ANALYSIS GEN VIZ ACORN CLASSIFICATION Children of Financially comfortable families AGE RANGE Generation Z 16 - 20 OCCUPATION Student BRANDS Shops at low to medium high street stores and uses online stores frequently H&M - ASOS - Bershka - Pull&Bear Glossier LIFE STAGE Young Adult TECHNOLOGY Has a lot of different devices and uses social media on a daily bases - Snapchat - Instagram - Facebook - Whatsapp CLOTHING Likes comfortability, prefers vintage 90s clothing INCOME Student Loan/ Part time job £7 ph EDUCATION College/ First year of University LIVING STATUS Living with Parents/Career or Student Accomadation RESIDENTIAL LOCATION Residential suburbs EATING HABITS Likes to eat out with friends, prefers low price resturants instead of fast food stores
THE NEGATIVE EFFECTS OF SOCIAL MEDIA ON GEN Z The effects of social media accentuating unrealistic expectations of beauty
Teens aren’t socialising in the real world. And that’s making them super lonely
INITIAL IDEAS
I’m NOT Okay Campaign
AIMS & OBJECTIVES - DRAW ATTENTION TO MENTAL HEALTH AWARENESS - HELP GENERATION Z KNOW THE EFFECTS OF SOCIAL MEDIA - SHOW A GENERATION THAT ITS OKAY TO TALK ABOUT THEIR FEELINGS
NOT
i’m okay i’m okay
i’m okayi’m okayi’m okay
yi’m okayi’m okayi’m okay
i’m okayi’m okayi’m okay
’m okayi’m okayi’m okay
okay i’m okayi’m okayi’m okay
i’m okayi’m okay i’m okay
Photo Series
This photo series looks at the raw beauty of natural hair and black identity within the millennial generation. The aim of this series is to encourage the new generation to inspire theme to rock there natural hair and be proud of it .
Hair Hair Hair Hair Hair Hair Hair Hair Hair Hair Hair Hair Hair Hair Hair Hair Hair Hair Hair
is is is is is is is is is is is is is is is is is is is
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foundation foundation foundation foundation foundation foundation foundation foundation foundation foundation foundation foundation foundation foundation foundation foundation foundation foundation foundation
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self-esteem self-esteem self-esteem self-esteem self-esteem self-esteem self-esteem self-esteem self-esteem self-esteem self-esteem self-esteem self-esteem self-esteem self-esteem self-esteem self-esteem self-esteem self-esteem
and and and and and and and and and and and and and and and and and and and
identity. identity. identity. identity. identity. identity. identity. identity. identity. identity. identity. identity. identity. identity. identity. identity. identity. identity. identity.
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Armani Williams
@heyarmanistyling_
armaniwilliams7@hotmail.com
hey-a