Question Provide an example of an innovative brand campaign, explaining why it has made such an impact. Identify the marketing strategy that underpins the campaign & note the key points for consideration. Fortnum and Mason St Pancras 2021
“Innovation is the unrelenting drive to break the status quo and develop anew where few have dared to go.“ Steven Jeffes, Marketing & business expert
McDonalds Southbank London 2021
Jason Forrest Bio
• 1992 – 2002 = Fashion related educational courses • 2002 – Present = Industry Experience (VM) •
Bally, Burberry and Harvey Nichols
• 2015 – Present = Teaching in FE/HE education • 2017 – 2019 = Completed PgCert in Academic practice Specialism •
Curriculum design, Fashion Retail &Visual Merchandising
NTU Staff Link: https://www.ntu.ac.uk/staff-profiles/art-design/jason-forrest External Work: Community Lead for FACE Network (weareface.uk)
Critical & Contextual Analysis 1500 word +/- 10% Individual summative submission Enquiry Topic: How are brands addressing diversity within the beauty and fragrance industry? What role does inclusion play within the future of these industries?
One Student Quoted: "We discovered new ways of supporting Equality, Diversity and Inclusion and creating a better society. This has been eye-opening and invaluable.“ NTU exhibition in conjunction with BLUEPRINT FOR ALL | Nottingham Trent University
BLUEPRINT FOR ALL Launching the new name of the Stephen Lawrence Charitable Trust Formative group assessment presented to industry panel Enquiry theme: Design a route to consumer marketing strategy consisting of one poster & one additional element, to support BFA change makers campaign for 2021 Digital Exhibition: cutt.ly/NTUBFA
https://now.ntu.ac.uk/d2l/home/727315
Hey NTU!
We’re Klarna...
Innovative Brand Campaign Fenty Beauty Launched Sept 8th 2017
A critical approach to Fenty Beauty
Pro flit foundation originally offered 40 shades now expanded to 50 due to consumer demand
“The best way to break through with inclusive marketing is to share authentic stories that are rooted in culture and are emotionally meaningful to the consumers you serve” Rihanna
Impact from Campaign • • • • •
“Beauty for all” Caters to all ethnicities & Skin tones Cruelty Free Product Emotional connection with consumer (Gen Z/ Millennials) Fenty Effect (Revolutionized beauty industry)
Super dry 2020
Estee Lauder 2020
Key Financials • • • • •
Rihanna net worth Aug 2021 = 1.7 Billion USD Fenty Beauty net worth Aug 2021 = $3 Billion USD Rihanna owns 15% share of Fenty Beauty. LVMH acquired additional shares. 10 M Fenty beauty followers on Instagram
Marketing Strategy Partnering with Instagram influencers
@thePatricia Bright 1.2 million 2.84 subscribers on You tube
@SeanGarrette 86.6K
@Acondria 3,243 followers
@Jeffree Star 13.5M
@Nikkietutorials 15.1M
Impact of Brand Activation & conversion
Key Considerations • The Fenty effect. Revolutionizing the beauty industry • The Buying Power of inclusion & Ambassadors • Social responsibility what does this mean for the future of retail post pandemic? • Why inclusion matters? The importance of EDI in fashion branding? • Understanding the role of parent companies i.e. LVMH • Brand activation and conversion relevant to FMB • Micro and Macro trends relevant to influencer marketing • Being your own boss? I.e.: Entrepreneur/ Freelancer • Cruelty free product & its value to the consumer?
Opportunities • Working with localised business on Social Responsibility • Industry briefs relevant to the changing landscape of FMB • Alumni & Industry contacts to support Curriculum content
Thank You Any Questions?