creative brief mommy licious maternity
brand proposition
H&M for the maternity world.
http://www.hm.com/us/abouthm__abouthm.nhtml
what do we need to do
Engage females from 18-45 Design an exciting, own able, eye catching online brand/logo that blends Trendy, Sexy, Sassy with great value Sell fashion maternity wear from an online store
what are the market insights
Mainly Maternity Clothes are usually ugly and frumpy, like a grandmother would wear, and IT’S EXPENSIVE. There are some notable exceptions http://www.funmum.com/ is about spot on.
what are the consumer insights
Women are sophisticated shoppers, online shopping is now an accepted way to shop, the younger the audience the more confident they are likely to be with new technology
whats the single most important to say
Fashionable, in touch with female needs Mommy Licious Maternity provides choice, value and fashion for pregnant mums. Signature items is Sexy Nursing bras & maternity lingerie. Buy Now From Our online store
reasons to believe
Great choice, Sexy, Great value, in tune with fashion
what do we want them to do
Go and buy stuff from the online store!
what do we want them to think/feel
Fashionable, Trendy, Sexy, Sassy. Understood In touch
why would they bother
Empowering you can be fashionable when pregnant, uplifting retail therapy, great advice
inspirations
Get in touch with your female side, women like gossip, sharing caring fashion advice, what to wear, what not to wear think fashion magazines but for maternity wear
what worked last time
new brand, new start
where will this appear
potentially as an embroidered brand on clothes, in print but primarily online