FASHION MAP INDIVIDUAL REPORT JENNIFER CLAIRE N0576765 WORD COUNT: 3,995
CONTENTS
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INTRODUCTION
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PRODUCT AIM & OBJECTIVES...2 BRAND OUTLINE 3 BRAND AESTHETICS...4-9 MOODBOARD...10 MARKET OVERVIEW
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MACRO TRENDS...13 MICRO TRENDS...15 COMPETITORS...19 ROUTES TO MARKET
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RANGE & PRICING ARCHITECTUE...25 DISTRIBUTION...27 CUSTOMER ANALYIS
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COMMUNICATION PLAN...35 INFLUENCERS...37 PRINT...39 SOCIAL MEDIA...47 COLLABORATION 43 PRESS RELEASE...47 INTERNATIONAL LAUNCH 49 CRITICAL PATH 55 CONCLUSION 57 APPENDIX 59
THE
BRIEF; In collaboration with BA Furniture & Product Design, the brief for this project was to develop a creative and strategic brand, with a marketing and integrated multi-channel communications plan that brings the client’s product to the market.
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THE
AIM: To produce an innovative brand through a structured multi-channel communications plan that will extend into international markets to include cultural & global diversification.
THE
OBJECTIVES: - Establish the brand & its core identity & USP. - To understand the current market through macro and micro trends, market health & competitors. - To launch into the market through pricing, range development & distribution. - To develop the consumer base. - To build a communication plan through social media, influencers & print forms - To createยง an innovative brand collaboration to add publicity to the brand, including a press release & critical path. - To conduct an interntaional launch & analysis.
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BRAND OUTLINE...
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About
THE BRAND...
FAARIA is a premium priced brand that was created with the intention to sell an experience through different scents of candles. Originating in Persia, each scent is described through cultural stories that makes it relateable to each consumer and are made from unique, organic oils that are exclusive to the brand. The brand promotes itself as an aromatherapy candle designed to have euphoric affects to change the customer’s mood through a choice of different scents. Inspired by the nostalgia that scents bring in the world, each candle is linked to a certain place and is designed with iconic scents to ‘transport’ the user to a place of their choice. 4
The
VISION... We exist to create new memories & a place of serenity in the comfort of your own Zen.
The
MISSION... We seek to bring out the wanderlust in you, persuading you to sensually explore a destination of your choice. Our candles are uniquely curated to create a perfect place of Zen, merging cutural nostalgia with tranquility.
The
ESSENCE... A luxury brand that handcrafts aromatherapy candles to cure your inner wanderlust.
The
PROPOSITION... FAARIA candles are uniquely designed to fill your home with positivity and whisk you away from the hustle & bustle of everyday life. Our candles will become a ritual in your home to improve your lifestyle and mentality through divine aromatherapy oils to help you un-wind morning or night. Unlike other candles, having a nice scent just isn’t enough for us, we want to sensually educate you on the emotional benefits you can get from a FAARIA candle. 5
The VALUES...
DESIRE
ADVENTURE
The PERSONALITY...
SENSUOUS WHIMSICAL LUXURIOUS POSITIVE CULTURED 6
BALANCE
TONE OF VOICE
WHIMSICAL FREE-SPIRITED INSPIRING WELCOMING WARM 7
THE
UNIQUE SELLING POINT: FAARIA differs from other candles in the market by meeting the need of feeling the total desire to fully transport the mind through scent and descriptive marketing. The brand, inspired by nostalgia, wants each customer to have a fully emmerse experience adding aromatherapy benefits to create deeper relaxation and zen to its user; rather than just smelling beautiful. Our app, see page ...., is available to FAARIA users for free to create a multi-sensory experience whilst used with their candle. This allows users to learn specific cultural rituals, meditation, yoga and sounds that are specifically centred around the name of each candle. A FAARIA candle allows customers to explore the world from the comfort of their own Zen.
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9 PRIMARY & ALTERNATIVE LOGO
COLOUR PALETTE
SUBMARKS
ALTERNATIVE LOGOS
FONTS FONT 1 ABCDEFGHIJKLMNOPQRSTWXYZ 1 2 3 4 5 6 7 8 9
FONT 2 ABCDEFGHIJKLMNOPQRSTWXYZ
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PACKAGING INSPIRATION
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FAARIA MOODBOARD
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MARKET
OVERVIEW...
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The candle brand, FAARIA, fits into the Air Care market. Since 2014, the air care market has increased by 3.5%, the total market net worth is £133.4m as of 2016 (Air Care Report, 2016), this shows there is growing relevance for candles within the market. With Europe being the largest consumer of scented candles, they occupied 44% of the market in 2015 (Accessorising the home, 2017). This shows that the market demand for candles/ holders is growing, reaching £250m in 2016 (Accessorising the home, 2017). Candles in particular are popular with 37% of air care users associating them with being visually appealing, and 47% associating them with being calming/relaxing; more than any other format. (The rise of the Hyyge trend, 2016). Utilising this information to market FAARIA as a visually appealing and relaxing candle with the USP of aromatherapy, the brand can focus product launches and marketing campaigns around the ritual of beauty products, encouraging users to take time out to enjoy the products and their results. ‘Britons spend £90M a on scented candles every year, making them one of the fastest growing areas of the beauty business’ (The Telegraph, 2016). The importance of room atmosphere also holds possibilities for the household air care sector with candles being most commonly used and valued by middle to higher-income households. With the air care market becoming increasingly sophisticated, the most important segments for products adopting the luxury positioning are non-powered air fresheners and scented candles. New products that have more exotic scents and natural oils are popular to consumers in appealing to the senses. With innovating FAARIA candles to explore a wider range of scents, this will encourage consummers in buying premium products due to an extentsive range. To sell FAARIA as a luxury and sensory candle will meet the needs of consumers in this sector.
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MACRO
TRENDS... ‘WEALTHNESS’ Investing in health can become expensive due to changing attitudes in consumers becoming health-concious. As the average person's interest in mind-body wellness continues to climb, brands are exploring creative strategies to make healthy living as accessible as it is aspirational. The increse in the wellness market size has brands taking notice, adopting the health creep, or ‘consumerization of health’ that has consumers gravitating towards products that have health or mind benefits that are well designed, desirable and storied. The trend is now seen as more than a lifestyle, becoming less elite and more everyday - now becoming a status symbol (Womens Health, 2017). Consumers are now avid to accquire the latest in wellness accessories in attempt to reduce stress and to present this ‘status symbol’ of luxury wellness. ‘Wealthness’ is seen as an aspirational lifestyle, harnessing the importance of social media. As decorating and buying new furniture is at the top of the wish list for 2017, (Westgarth, 2017) marketing the candle to improve wellness and state of mind will resonate with people, especially as it is associated with benefits and aspiration. With Maslow’s theory that people turn to self-actualization, there is a timeless search to become the idealized version of yourself that consumers are consciously seeking for. Therefore, with the population refocusing priorities towards a life of wellness, offering mini ways to meet consumer needs, through aromatherapy candles - as a tool to reach a wellness lifestyle in the home. Being the biggest macro trend with relevance to FAARIA, this needs to be adopted and marketed through maintaining a positive ethos, adopting the ‘future of betterment’ trend and marketing premium to capture the middle-class’ desire of weathness.
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WANDERLUST Wanderlust, a term that connotes “strong desire to travel.” is dubbed as one of the biggest macro trends of 2017 (Hausmag, 2017). The wanderlust theme illustrates the cultural strive to discover beauty in unexpected areas across all four corners of the globe. With this, there is also a desire to ‘be more’ with capturing desire within space, nature and spirituality. Brands have take to this huge trend, with a wave of wanderlust hittingn the fashion landscape, with the intrigue of the exotic. The stereotypical setting of pal trees, beaches and the island life brings potential for range delevelopment for the brand. Encompassing wanderlust themes within home decor such as candles, consumers are able to reminisce about new or existing trips to faraway places. This trend has largely taken the market by storm by the influence of travel blogs and on social media, serving great inspiration to travel. From being increasingly shared through social media across the years, consumers are longing for any ways that can make their home feel as cultured as possible.
Taking advantage of this trend with the core of FAARIA’s essence being about desire and adventure of scents to remind consumers about mystical locations, this trend will influence the marketing of the brand hugely. With consumers seeking to ‘be more’ and ‘see more’, there is a direct market for the brand in enhancing the desire to discover culture and travel.
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MICRO
TRENDS... HYGGE & LAGOM The definition lies as ‘a warm, pleasant and comfortable atmosphere, void of annoyance and distraction, at total ease’. Linked as an extention of the mindfulness trend, the world has become obsessed with the Scandinavian word meaning ‘cosiness’ in English, applying it to all aspects of daily life. As hygge becomes more popular in the UK, there are opportunities for BPC brands to focus on rituals, aromatherapy and enjoyment of products to inspire purchases. The popularity of the trend is encouraging air care brands to launch products that clearly signpost their alignment with the trend, just in time for the colder, darker months of winter (Air Care Report, 2016). Although adapted for the winter months, FAARIA as a year-round brand could apply this trend as a lifestyle in which candles are highlighted as a vital part of the hygge movement. With the term ‘Lagom’ becoming the replacement for hygge, meaning a ‘way of living’, this proves that both trends will have a long-term influence on the market, with candles being at its core. The word has inspired several companies to jump on the terminology with the notion of making life easier and more enjoyable. With competitor candle brands such as Skandinavisk bringing out a ‘Hygge Cosiness Scented Candle’ and Mint Velvet’s ‘Hygge’ candle, their USP to create the perfect hygge setting is directly advertised. With Instagram-loving consumers buying into a lifestyle of scented candles and throws, it has now become a lifestyle that is being heavily promoted on Tumblr and Instagram, inspiring the world to take time out for themselves. With brands already using ‘hygge’ to promote candles, FAARIA needs to adapt this trend within its advertising techniques to still verbally capture the attention of hygge-lovers without altering the brands USP of culture-related candles.
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SENSORY MEDITATION In the past few years, more people than ever have turned to yoga and meditation as a means of improving their lives and coping with stress. Wellness retreats, spas, fitness studios and workplaces will focus on ‘healthy mind’ programming in 2017 and beyond to improve mental health. New multi-sensory wellness centers aim to help their clients experience a natural high by ‘playing up the senses’. "Meditation has shifted—it used to be about spirituality but now people understand its benefits, the science, and how it can empower them to connect to their best selves. Multisensory experiences are immersive, by actively engaging the senses and the mind, we empower people to be fully absorbed in the present moment" (Khajak Keledjian). For milennials, experience has become the most important form of modern consumption as technology as a cultural driver has improved. In 2017, there is a wider amount of yoga studios with the intention of appealing to all of the senses through aromatherapy benefits with smell being the most primitive sense. With aromatherapy becoming more personalised, the app: International Aromatherapy allows you to find out which aromatherapy is best suited for you by personalisation of scents. “Aromatherapy is often overwhelming, but this app puts the power in their hands,” says the creator. With the increased demand for organic, more people are utilizing aroma to enhance their everyday environment, from their cubicle to their living room due to the almost immediate impact essential oils have on our mind and emotions. Over the last two years, sales of aromatherapy and body oil products in Natural Supermarkets have grown 15%+ annually. (Aromatherapy: Scent with intent report, 2014). Evidence around aromatherapy’s power as a stress-reducer includes a study including 340 dental patients waiting for appointments, finding that those who received lavender aromatherapy showed significantly lower levels of anxiety than those who did not. (Aromatherapy: Scent with intent report, 2014). Smell is also increasingly being recognized as an instant mood-shifting and brain-engaging sense. Research shows that the sense of smell is 10,000 times stronger than our other senses, boosting mood in the quickest way through. (Aromatherapy: Scent with intent report, 2014).
With the use of apps in aromatherapy, there is evidence that its an occupied market, however with FAARIA introducing an app that includes aromatherapy benefits linked with a candle, it will meet the desire of a multi-sensory meditation platform.
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BRAND POSITIONING
MAP... DESIRABLE
RICH NATURAL INGREDIENT QUALITY
LIGHT NATURAL INGREDIENT QUALITY
UNDESIRABLE
To analyse the brands competative landscape, FAARIA is compared to brands with high satisfaction and with similar relevance in the market to see if there is a viable gap in the market. The axes represent the attributes that consumers are likely to use when purchasing a brand in the saturated candle market.
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Having a clear, distinct positioning in both axis, FARRIA will be the choice of consumers who are looking for a desirable brand that is naturally sourced and is high quality. Not occupying its own market space, the brand is still filling the niche market of introducing candles with their own app. There could be potential threats of new entrants in this teritory once the brand is revealed, with brands adapting the multi-sensory approach to their products, however there are currently no brands with the same concept as FAARIA. There is chance for innovation with the brand to dominate this market by collaborations with premium designer brands to boost its reputation in firming it as a high-end product. The brand needs to look for further ways to innovate and expand in the market once competitors are aware of the brand’s launch.
MARKET ADVANTAGE: - As a premium brand, using technology with the app expands out to those who are looking for a decorative candle as well as improving their overall wellbeing. - The upcoming trend within the new report (Accessorising the home, 2017) shows that the sculptural candle is set to star across the interiors market this season. With FAARIA candles being a large size with a unique Persian design, this will attract consumers looking for a more physically unique decor candle. -
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PRIMARY COMPETITORS
RITUALS by the wisdom and ancient traditions of Asian cultures, we created an USP... ‘Inspired extensive collection of luxurious yet affordable products for home and body’
PRODUCT & PRICE RANGE...
DEMOGRAPHICS...
BODY: £4.50 to £19.50 HOME: £21 to £42.50 FACE: £3.50 to £39.50 GIFTS: £3.50 to £65.00
ONLINE AUDIENCE...
STRENGTHS: - Wide range of products (Candles being most popular) - Large gifting section - 90 day return policy - Strong multi-online presence - Premium packaging with low price points - Similar scents in candles
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YANKEE CANDLE USP...
‘The world’s best loved candle’
PRODUCT & PRICE RANGE...
DEMOGRAPHICS...
LARGE JAR: £19.99 to £23.99 FLAMELESS FRAGRACE: £29.99 to £34.99 ACCESSORIES: £4.99 to £29.99 AIR FRESHNERS: £4.99 to £5.99
ONLINE AUDIENCE...
From the increased distribution of Yankee Candle in the UK, the brand has helped the Air Care market in incresing sales in the scented candle segmement. (Air Care Report, 2016)
STRENGTHS: - Extreme range of scents & air care products inc. ‘destination scents’ - Mass production (£200m candles per year) - 1M facebook fans - strong social media reputation - Strong season marketing & products - Mid price point - Worldwide awareness -Global market domination - 50% market share
SKANDINAVISK USP...
With every fragrance dedicated to a particular element of the area’s culture and environment, Skandinavisk’s candles and diffusers are able to literally bottle the scents of Scandinavia and share the beauty of the vast, varied and often mystical region with the rest of the world.
PRODUCT & PRICE RANGE...
DEMOGRAPHICS...
LARGE CANDLES: £35 MINI CANDLES: £18 DEEP GLOW CANDLES: £15 GIFT SETS: £50 DIFFUSERS: £49
From the increased distribution of ONLINE AUDIENCE...Yankee Candle in the UK, the brand has helped the Air Care market in incresing sales in the scented candle segmement. (Air Care Report, MINTEL, 2016)
Similarly stocked in John Lewis, the new brand has a similar retail point to FAARIA, including candles focused around moments and places, Scandanavian roots may have the ‘hygge’ advantage for consumers.
STRENGTHS: - Scandanavian ‘hygge’ heritage - Places and Senses themed candles - Season candle lookbooks - English heritage - John Lewis stockists
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SECONDARY COMPETITORS...
MONQ
MONQ aromatherapy vapes contain mixes of oils that combine to create a ‘mood of your choice’. Their range from ZEN to HAPPY flavours allow consumers to instantly inhale the natural oils in order to recieve benefits on the go. FAARIA needs to apply a similar idea towards aromatherapy for the home as part of a lifestyle, not a ‘quick-fix’.
HEADSPACE
With their USP of ‘mindfulness on the go’, the app allows users to meditate where and when they like. With 5M users already, the app has become popular, however the advantage of the FAARIA app includes unique playlists curated towards discovering the culture of the candle being used. This shows a differenciation in the app market.
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ROUTES TO MARKET...
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RETAIL STORES HERITAGE STORE WEBSITE APP
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RANGE
DEVELOPMENT... WANDERLUST COLLECTION ENTRY POINT Essential Oils - 10ml - £10 Plinth - £15 Snuffer - £15 Incense - 15 pack - £15 Travel Candle - 120g (40hr burn) - £20
MID-PRICE POINT Bath Oils - 200ml - £25 Room Mood Sprays - 150ml - £30 Reed Diffusers - £35 Collaboration Candles - 420g (90hr burn) - £40 Medium Candle - 420g (90hr burn) - £40
BRAND BUILDING Large Candle - 650g (150hr burn) - £60 Air Diffuser & Oil Set - £65 Gift Sets - Plinth, Snuffer & Travel Candle - £70 Deluxe Candle - 900g (280hr burn) - £80
There is potential for a growth of tropical & hygge-centred candle scents to be released into the range, as well as this, developments such as air diffusers, reed diffusers and room sprays enter into the holistic home market and narrow the gap between competitors. Herbal and botanical products have creased by 3% in 2015 (Air Care Report, 2016), meaning the rise for multi-use essential oils are on the rise. These different products on offer will be sold in the same retailers, showcasig FAARIA as a holistic brand. Deluxe Candles, Gift Sets and Collaboration Candles will be promoted throughout seasons including Christmas and collaborations when necessary.
PRICING
ARCHITECTURE... Soft silks, golden
FAARIA as a premium brand allows for its reference prices to be competative inbetween designer brands such as Jo Malone and Yankee Candle, fitting in the gap between each market. It challenges competitors, pricing the brand’s £40 medium size candle to Yankee Candles £23.99 and Jo Malone’s £44 candle. The value of a medium candle costs £15 to make, pricing it at £40, making a 37.5% gross profit margin as the core product consumers will buy. By offering price segmentation between each price points, this can generate significant incremental revenue.
details&bohemianedge.
Each product will be sold on an annual basis, including the brand’s core product of scented candles. By producing a product calendar including seasonal candles, as well as the full range, this can bring in annual revenue by promoting limited edition seasonal candles as the optimum time to sell. Recognising the need for mass elitism, FAARIA introducing brand extention products such as air diffusers and deluxe candles, this will appeal to the high spenders, including affordable products for the every day consumer through entry point products.
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DISTRIBUTION... RETAIL STORES Leading retailers for air care include John Lewis who hold 8.8% of the market share (Accessorising the home, 2017). With the premium reputation of FAARIA, John Lewis shares similar values in consumer desires, therefore having them as a key vendor will help attract target consumer attention. With it being the third straight year in which brand loyalty has declined (INC, 2014), there is not a growing threat of new brands posed to competitor brands sold in the same store. From analysis from competitors, selling to John Lewis will promote large brand awareness to middle-class consumers with its strong USP being superior over competitors. Luxury retailers such as Harvey Nichols and John Lewis have focused on renewing and revamping their beauty halls in 2016, with both aiming to become more of a destination for beauty treatments including ‘Hygge’ themed evening events, which appeal to those looking to socialise and pamper themselves. FAARIA can utilise this event to promote their wellbeing and experience trends to advertise the brand as a holistic experience for pampering. To capture the primary consumer, selling into Antrhopologie as a luxury creative store poses the perfect match for FAARIA to appeal to consumers desires rather that needs. Offering boho-chic apparel and homeware, the brand helps consumers build their own lifestyle with premium price tags. Exclusive scents in each stores will be effective in offering something limited to each store customer. Having a mass distribution throughout the UK and Northern Ireland will also enhance brand awareness.
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HERITAGE STORE There is still relevance of brick-and-mortar stores today that have encorportated the ‘multi-sensory experience’ trend in-store to drive relationships with customers. As FAARIA is a sensually orientated brand, the benefit of the store will allow consumers to immerse in all products through multi-sensory marketing. Treat buying stands out as the main reason for young women to impulse purchase in the beauty market, showing there is real scope to use this trend to drive in-store purchasing through the focus on indulging yourself. They can look to increase dwell time by offering beauty services, as well as developing a more engaging relationship with customers through the use of classes or workshops that help tell the story of the brand. (Clothes Retailing, 2016). Important to have a ‘hub’ for the brand in creating a sense of community and active engagement especially in increasing brand awareness on the high street in a premium destination. With candles having a large share of attention across interiors over the past few seasons, they are becoming a cherished gifting option. The majority of FAARIA consumers will have an‘attitudinal attachment’ to the brand through special purchases which is valuable in selling expensive products through seasonal phases. The store will pose as the perfect gifting reccomendation throughout Christmas, for birthdays and for boosting sales in this area. Consumers in certain categories may infer a high level of product and service from a high price as well as infer benefits such as prestigeness (Dick, Chakravati & Biehal, 1990). Loyalty programmes should be introduced to consistent consumers in store to maintain physical revenue to offer personalised products as rewards to tap into the personalisation trend of 2017 also. This loyalty from initiating a relationship to consumers through educating in store can lead to repeat purchases for occassions or replace other candle brands in the home due to the nostalgic experience in store leading to repeat purchases. Referring to Keller’s brand equity model, this will increase brand salience however, to encourage online purchasers, there must be prompts including vouchers or free events such as aromatherapy massage classes in store for extra encouragement.
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WEBSITE The website is a necessity in showcasing the brand through the stage of a cosumers ‘pre-purchase’ stage and updating consumers on the latest products. With 43% of people admitting to skimming blog posts (Hubspot, 2016), there is a higher emphasis on social media marketing to give consumers the information they want, fast. The website will keep its theme throughout all channels, posting updates on its websites of new products or brand-associated content. For the 37% that enjoy reading blog posts, there will be a blog dediated on how you can get the most out of the candles through inspiring meditation tips, wellness and lifestyle in order to relate to the everyday consumer and connect with consumers. As lasting relationships begin with trust, the blog is an effective way to do this. From posting new keywords in the blog it will optimize the search engine strategy.
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THE APP With evidence of the mindfulness trend growing, an increasing proportion of adults have turned to this technique to combat their stress with 45% expressing an interest towards trying mindfulness/ meditation. (Complementary and Alterative Medicine, 2016). The rise of the booming mindfulness trend, from the growing focus on mental health, has increased the desire for alternative solutions to reduce stress levels. This trend has led to the creation of apps such as Headspace and colouring in books for adults to make meditation more accessible at home, guiding people into how to de-stress and unwind wherever they may be. With meditation turning mainstream, FAARIA has explored this trend in in unison with aromatherapy candles to create a multi-sensory experience. The app allows you to practice yoga, meditation and listen to calming sounds. It is designed to enhance the experience of each candle to recieve the full benefits of the atomosphere created. In Mintel’s Mood to Order Trend, it shows details of how scent, sound and lighting can be manipulated to enhance the mood of users, and will apply as a USP of the app. With each candle name having its own unique QR code, this can be scanned on the app to reveal a specialist playlist tailored to each scent, allowing you to meditate or unwind to style of each candle.This will be advertised on the packaging of each candle as an encouragement for the consumer to improve their lifestyle.
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CUSTOMER ANALYSIS...
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THE ‘WANDERLUSTER’
This type of consumer is heavily impacted by the Wanderlust trend (see page 14), with her consumer habits centred around wellbeing and culture with a boho-chic approach to life. She is the type of consumer that would admire a FAARIA candle for the cultural benefits she is able to connect with, appreciating the app on her phone when she is stressed or down. After a day’s work, she gets into bed early, lights a candle and makes a hot drink to escape reality into a state of Zen. They are part of generation Z, moving seamlessly between digital behaviors and real life. She already highly proactive participants in health and wellness. Gen Z knows a lot and they think a lot about being ‘balanced’ (Forbes, 2015).
THE ‘ LUXURY SPENDER’
This type of consumer is heavily impacted by the Wealthiness trend (see page 13), with her consumer habits centred around finding the best pieces on the market to add to her classic and modern house. She loves to de-stress after work and uses the FAARIA app with her candle at night with her husband to unwind. She is just starting yoga classes so uses the app twice a day to learn new techniques and rituals. When guests are over, ambience is the most important setting to make sure the mood of ‘hygge’ is just right. She will purchase premium products to maintain her social status and luxury habits. 3 in 10 women purchased designer items for a special occasion, particularly females aged 25-64 (Designer Fashion UK, 2015).
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COMMUNICATION
PLAN ...
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For consumers to buy from FAARIA, they must know the company exists and what it is selling. Advertising and promotion strategies are formulated to reach as many potential customers as possible and tell them what the company has to offer (Small Business, 2015). To be successful, the brand must connect with relevant demographic groups that are potential customers and market appropriately towards them. To achieve this, relevant influencers, print and social media must be used to provoke interest, provide education on the brand from a trusted source as well as being visually inspiring to consumers. Success can then be measured by the types of consumers engaging with content. Proposing a ‘win a holiday’ theme to promote the product range, success of who has entered the competitons can be measured to find out demographics of who has seen the advertisements.
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THE INFLUENCERS:
HYGGEANDWEST
SPIRITUAL GANGSTER
COCO COZY
The famous instagram account holds an outstanding engagement level, according to Klear, with 73,500K followers; attracting an audience that is hygge obsessed. With this inspirational interior design blog inspiring others to brands, promoting through Hygge And West will attract those seeking candles and home decor.
A yoga clothing brand with over 454K followers on Instagram, this high-vibe stylish feed is loaded with gorgeous yoga photos and Boho-chic inspiration that is popular with its followers. Teaming up with the trusted brand will promote FAARIA’s app and candle simultaneously to the market.
Ranking within the top 10 of Forbes ‘Top Influencers of 2017’ for home design, the COCO COZY blog has potential to attract a mass audience to FAARIA, through selling candles of her own brand - this has relevancy to show the brand off in product placement.
TINY BUDDHA
@MADI_EDWARDS
With 506K followers on its Twitter platform, the brand is a mindfulness and inspirational wisdom website seeking to provide ‘simple wisdom for complex lives’. The brand falls within the ‘22 Twitter influencers leading the mindfulness revolution list on Blog.spire that has a large following that could be used to advertise FAARIA into the mindullness market.
Advertising her life of adventures through her 379k followers on Instagram, the model promotes an aspirational wanderlust life that attract mostly younger audiences within the same age range as her (17-28 year olds). Her success is showing off her lavish lifestyle and could be beneficial in advertising FAARIA as an aspirational and stylish brand.
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T
he online influencers for complementary alternative medicine, meditation and wellness has grown with high-profile celebrities sharing their experiences of different CAM treatments to their followers; raising interest in the market. This new education is intriguing to human interest, being portrayed through wellness blogs that are popular, by promoting inspirational peace and positivity. Consumers have felt celebrity lifestyles too unattainable to relate to, therefore many consumers turn to other sources for guidance of their purchasing behaviours. (Hubspot, 2016). As FAARIA candles are designed to appeal visually and be photogenic in the home, there is potential for it to be popular on blogs or social meda visually. H YG E E A N DW E S T: Due to the large trend of Hygee, this Instagram account has a large following as people are Hygge-obsessed, loving to view types of interior design to improve their ways of life. Having this instagram account include product placement of a FAARIA candle will visually attract potential customers as candles are associated within the rituals of Hygge. S P I R I T UA L G A N G S T E R : With being one of the popular accounts for Boho-chic inspiration and yoga tips, this brand has the ability to attract those who love to practise yoga, meditation and theraputic rituals that are associated with it, to the benefits of the FAARIA app. As the candle and app go hand-in hand in creating a zone of Zen and meditation, it will appeal to the spiritual yoga target audience. C O C O C O Z Y: FAARIA can utilise the aspiration and desire that the famous blog promotes through its home decor and design to market it as a premium product. Readers of the blog can see the brand as credible, whilst appealing to millions of viewers. T I N Y BU DDHA : To influence consumers seeking solutions to their ‘complex lives’, the USP of FAARIA as a calming experience with aromatherapy benefits, will complement everything the brand stands for in appealing as a product related to the websites purpose to its viewers and Twitter followers. @ M A D I _ E D WA R D S : As one of the most influencial travel blogs, using her status for product endorsement can appeal to FAARIA’s primary consumer with many fans becoming brand loyal through her endorsement of the brand and create a large brand awareness.
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THE PRINT:
ELLE DECORATION As the worlds highest selling luxury modern interiors magazine, they are described as ‘aspirational and indulgent’. The magazine appeals to a design conscious, cosmopolitan audience of trend setters. Their overall circulation including digital and print is 66,978, in which 85% are female.
CONDE NAST TRAVELLER
INTERIOR DESIGN The magazine provides a ‘how to’ guide for interior decorating and styling, as well as providing readers up to date design news and the latest trends. Brand awareness can attract professional designers to use the brand in decorating luxury homes.
As Britain’s best-selling, upmarket, monthly travel glossy, Condé Nast Traveller provides inspiration or discerning travellers looking for unforgettable and luxurious travel experiences. They are considered ‘definitive gold-standard in travel and lifestyle media’ for attracting the wanderlust and travelling audience that can afford to spend money on premium luxury assets.
WOMENS HEALTH
SLINK
This magazine gives consuemrs the tools they need to make instant, positive changes in their lives, propelling an audience of 10,432,000 into action of purchase. 77% of the audience own a home and have a high income, making FAARIA a suitable brand to advertise positivity through the home.
A magazine aimed at ‘real women’, they capture their audience by being inspirational rather than aspirational. They are aimed at 4.9m 18+ size women to ‘inspire you and make you feel great’. They embrace positivity through health, fitness, travel and beauty.
“Luxury brands still look to analog advertising channels.” (High Net Worth Brand, 2016). A high percentage of people (64%), consume traditional sources such as travel and home design magazines for inspiration and enjoyment. Commercial companies thus still use these mediums to attract their target audience. According to Abramovich, a UK magazine can reach a total of 87% of the adult population (Abramovich, 2016). E L L E D E C O R AT I O N : Displaying stylish homemware, the coverage will include visuals of candles in a luxury home environment to appeal to the high-end audience. The brand will also feature on ELLEDECOR.co.uk in which their philsophy is ‘to inspire their audience to make their world beautiful, one room at a time.’ attracting the home decor consumers who see candles as an essential to home living. C O N D E N A S T T R AV E L E R : The magzine’s aesthetic travellers spend £13,893 on everage on home improvements in the last 3 years in addition to a £7,426 spend on holidays and short breaks. Capturing potential consumers that would buy the product, advertising in this magazine will capture the attention of the traveller audience and position FAARIA as the go-to brand for luxury candles. Advertising through a highly visual moodboard of candle destinations, it captures the relevant attention of readers to the brand. INTERIOR DESIGN: The magazine provides aesthetic inspiration and shows off the hottest products in the marketplace, in which FAARIA needs to be promoted in to quickly increase its reputation. By appearing in the ‘Hot List’ page of the magazine, FAARIA could increasingly improve their awareness, as 50% find out about a product seen in a magazine (Landamrk Internet Usage Survey, Sandow, 2016). W O M E N S H E A LT H : The magazine showcases the best products and techniques to maintain a positive lifestyle for women. To add relevance to consumers through the health and wellness trend, the benefits of FAARIA as a wellness and calming brand will appeal as a solution candle to women looking to improve their lives. SLiNK: Advertising in a magazine that is not the obvious, FAARIA needs to build relationships with unique consumer markets that would be interested in de-stressing, indulging themselves and starting to begin a healthy lifestyle through wellness. Appearing in their ‘must-have’ or beauty pages, this can increase brand awareness through targetting females in an upcoming era of ‘big beauty’.
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THE SOCIAL MEDIA:
FACEBOOK:
TWITTER:
INSTAGRAM:
With 7.1B users (Hubspot, 2016), Facebooks active usage rate is increasing, rising from 12% of adult internet users in 2005 to 72% in 2015 (Pew Research Centre, 2015). This shows that Facebook is engaging the brand’s potential consumer market and needs to be utilised.
Having 320M users world-wide (Smith, 2016), Twitter is the leader in starting conversations between brands and potential consumers. For this reason, FAARIA needs to be active in engaging in content, posting conversation starters and keeping up to date with the hottest trends and making them relevant to gain followers and ‘retweets’ to increase awareness.
Users engage with brands 10x more than facebook. With the new introduction of stories, FAARIA can use up to 20 seconds to show off products or candles in real life, allowing mmore visual engagement.
PINTEREST:
E-MAIL:
- 79% are female - 58% use Pinterest on a tablet - 88% purchase a product they pinned - 49% purchased 5 or more products they pinned
-About 53% of emails are opened on mobile devices. – Campaign Monitor -Personalized emails deliver 6x higher transaction rates. – Experian -57% of email subscribers spend 10-60 minutes browsing marketing emails during the week. – ChoozOn
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With 2.3 billion users active on social media, 1m are creating new accounts per day (Smith, 2016). For FAARIA to capture the growing population, they need to maintain a strong online persona to attract followers. 54% of people follow brands on social media now that brands have increased their presence, many people will now follow and enter into conversations with or about those that share engaging content or that offer deals or simply that they identify with (Digital Trends Winter, 2016). Offering content such as meditation tips or visual inspiration to ‘create your own hygge’, stimulating an interest is key to relate to consumers desires. FAARIA must occupy at least 5 main social media markets to keep up with competitors, prove themselves as an active brand as well as posting engaging content in order to recieve followers or a response back from potential consumers.
FA C E B O O K : With Facebook being the most saturated form of social media, this needs to be active in order to keep up with competitors as they are heavily involved in Facebook. TWITTER: Examples like Marc Jacobs ‘Tweet Shop’ they encouraged consuemers to hashtag the brand to recieve something for free in store. FAARIA could utilise its #MyMoment hashtag to allow consumers to engage with their moment in the hertiage store and recieve a free gift in a similar ideology. I N S TA G R A M : In September 2015 Instagram expanded its advertising options, allowing businesses to advertise on the platform in all markets. Advertisers will now be able to use 30-second videos for adverts, advancing on the 15-second format currently available. PINTEREST: With 49% purchasing 5 or more products they pinned, FAARIA needs to use Pinterest to spark interest that could turn into purchasing of products. EMAIL: To maintain consumer loyalty post-purchase, FAARIA needs to create personalised and creative emails. The open rate for e-mails with a personalized message was 18.8%, as compared to 13.1% without any personalization in 2016. (Statista, 2016)
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THE COLLABORATION ...
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To increase brand awareness and to boost image perception of the brand, FAARIA will host a premium collaboration with Dolce&Gabbana. Dolce&Gabbana is luxury, a brand that expresses new forms of elegance, contrast and creativity with strong innovation through its meditarranean origin. Dolce&Gabbana and FAARIA have teamed up to create a special edition of ‘Tropico Italiano’, transforming the original candle into a work of art through their iconic designs and expertise in fragrance. The two companies came together to celebrate the launch of the SS17 collection which had inspiration from cultures and textiles from around the world. With FAARIA’s candles based around similar cultures, the two’s inspirations have merged, resulting in a collaboration that represents everything the two brands stand for - desire, culture and sophistication. Launching in Anthropologie stores, there will be two scents, Clubhouse and Coconut Coast to complete the range. The limited edition candles will include an exclusive design from Dolce&Gabbana’s collection on all print and retail packaging.
COCONUT COAST:
CLUBHOUSE:
“You’ve reached your desination, COCONUT COAST awaits you.. Hints of Creamy Coconut Milk, Tangelo, Pineapple, Island Fresh Air and Italian Vanilla.. ”
“Ahola! Welcome to the CLUBHOUSE! Be welcomed with zingy citrus, fruit and geranium combined with undertones of wood, musk and a hint of Caribbean Rum to whisk you off to the sights of Hawaii..”
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WHAT CAN DOLCE&GABBANA BRING TO THE BRAND? ‘Luxury brands are nowadays exposed to stronger pressures to innovate and ust continuously seek for new ways to stand out of the crowd’ (Lasslop, 2005; Kastner, 2013). Having a recogniseable high-end brand collaborate with FAARIA as a new brand will attract D&G’s consumer base, as these consumers are loyal and will be interested in a new product. The power of the brand’s reputation will boost the growth of FAARIA, firming it as a luxury candle from the collaboration and heighten consumer’s perceptions and prestigiousness. The core competencies of each brand are similar with the values of adventure and desire being one shared, meaning there is a clear link with both brands to create a product that provides fulfilment and newness in the market. Combining Dolce & Gabbana’s striking designs and high-end market domination with FAARIA increases brand value through its ability to build a new relationship with consumers with innovation. With both brands formed in foreign origins, they are able to bring culutre together into this collaboration through the term ‘Arketing’ by using art to showcase new products. ‘Showing interest in doemstic cultures often permits luxury brands to enter foreign markets and to woo new customers’ (Maxwell, 2011) - this is important for attracting consumers of this collaboration globally and will allow FAARIA to be known wider than just the U.K. By culturally diversifying the brand in this way, the brand is able to move out of its comfort zone and attact larger fan bases that will become loyal to the brand. This will open new markets if cultural collaborations become a long-term strategy for FAARIA. As the ‘Tropicano Italiano’ range is inspired by Italian fashion, this will appeal highly to Italian consumers with this taste and will become an affordable collectors item in order to connect culturally with these individuals. The collaboration will also include technology, featuring in our app with a limited edition playlist to unlock using the candle’s QR code, available with the limited amount of candles produced. With a ‘fun and relaxed holiday mood’, it will inlcude new sounds, meditation and yoga tutorials emmersed in the Italian culture. Having the app promoted to Dolce&Gabbana customers through the collaboration will bring added interest and attention as they recieve a free playlist to unlock with their candle, acting as an incentive to download the app.
FAARIA X
DOLCE & GABBANA Dolce&Gabbana and FAARIA Candles have teamed up to create 2 limited edition candles to celebrate the new ‘Tropico Italiano’ range to support D&G’s collection launch in SS17, inspired to bring you the smell of summer vibes in style.
Introducing:
‘CLUBHOUSE’ - £40 (150g)
“Citrus, fruit and geranium combine with undertones of wood, musk and a hint of Jamaican Rum.”
&
‘COCONUT COAST’ - £40 (150g)
“Creamy Coconut Milk, Tangelo, Pineapple, Island Fresh Air and Vanilla Extract blends.” Travel to the Italian inspired tropical paradise, where you can hang out at the Clubhouse or Coconut Coast with a single lighting of a candle. A fun and relaxed holiday mood with a dash of sophistication is the driving force behind the inspiration of the collection. Each candle is exclusively designed with a limited edition design for the collaboration, featuring D&G’s iconic bold prints and FAARIA’s expertise to create the most fashionable candle this summer.
LAUNCH: Palm Vaults, Hackney, 1st June, @ 6pm. IN STORES: The exclusive duo awaits Anthropologie stores, online and our heritage store on Bond st (while supplies last) on the 8th June 2018.
Join us at our exclusive launch hosted by Palm Vaults to celebrate our launch with surprise appearances and to take home your choice of candle.. FAARIA is a luxury brand that handcrafts each aromatherapy candle to ‘cure your inner wanderlust with scents from around the world’. Use the hashtag #TROPICOITALIANO to tell us your summer vibe. To find your inner wanderlust, visit www.FaariaCandles.co.uk
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48 1st June: Press launch Party @ Palm Vaults
10th June: Leaflets of the product are given out at Dolce&Gabbana SS17 show 12th June: Bloggers are taken to Italy to celebrate official launch of collaboration
3rd June: Advertisements on both social media accounts
8th June: Product launches into Anthropologie’s nationwide
4th June: Website updates are in place for launch date
6th June: TV adverts are live
5th June: Pulic unveiling of product at tradeshow
COLLABORATION CRITICAL PATH
17th June: Promote app through the App Store 15th June: Host PR & customer post-launch evening to attract further media.
19th+ June: Track positive/ negative feedback from sales, customers & channel partners
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INTERNATIONAL LAUNCH ...
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DENMARK
As said in Forbes, success lies in ‘grabbing the globe by the purse’. Expanding FAARIA into new markets can reduce costs and enhance competativeness through exploiting core competencies in new markets. With the establishment of operations in Denmark, this can build consumer relationships overseas to raise global brand awareness. Regarded as a part of the Scandinavian cultural space, Denmark commands a lot of respect on the continent due to its strong economy and very safe and stimulating business climate, especially in its booming candle business. Danes are well-known for their open-minded approach to cultural differences, making it an obvious choice for the brand to expand into and to utilise the trend of hygge further.
Market Health:
In the Scandinavian market, there is growing importance attached to environmental and social concerns, environmentally sustainable production and fair labour practices including Fair-Trade is of market importance. Scandinavian production of candles represented 4.8% of the total EU production in 2009, this shows that the economy’s trade is active and profitable. The candle market in 2009 was 118M, being one of the big markets in terms of market consumption. According to the British Department of trade and industry, Scandinavia used 20x as many candles as the U.K. They are Europes biggest consumers of candles, burning through 6Kg per person, per year (Economist, 2016).
Market Trends:
A growing category in the candle market are products that combine ethnic elements and contemporary design. Specific niches exist for sculptured candles with inventive brands with a clean style finding good matches with Scandinavian niche consumers in Home Decor (Yumpu, 2016). As the health and wellness trend in Denmark continues to evolve, several sub-trends are taking shape. One of these is the trend for the ethical consumer (Euromonitor, 2017). Overall, consumers are avoiding cheaply designed products and looking for more unique articles. The danish media drives the market for houseware with a number of interior design shows aimed towards a more educated audience, prompting the country-specific trend. Scandinavian design is renowned for its minimalist looks, candles are important for this market but high style is a preffered candle. Consumers are avoiding cheaply designed products and look for ore unique articles (Yumpu, 2016). With this, a growing category trending in the candle market are products combinig ethnic elements with contemporary design.
Local Culture:
The Danes ability to create intimacy, fellowship and conviviality around everyday moments rooted fro the region’s exposure to extended cold and darkness, need for people to come together, over centuries, around a source of heat and light is still present today. The Scandinavian countries are consistently ranked as having the happiest peoples, with the best quality of life, the most liveable cities, and the hippest design, making the the most optimistic consumers (Eurostat Survey, 2016).
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Demographics:
38% of the market are 25-54 years as the most saturated age group, the median person living in Denmark is 42 years. The female population is leading at 1,092,672 with men populating 1,082,404. Household disposable income per capita is $26 945 a year. As a collectivist society, there is a considerable gap between the richest and poorest – the top 20% of the population nearly four times as much as the bottom 20%. The rich share of the population has increased by 18,000 people (Social Europe, 2016).
Hygge:
Hygge is the quintessential element of Denmark’s national character. Denmark often leads rankings of the happiest countries, and hygge is being marketed as a way for foreigners to imitate the Danes’ balanced, relaxed, egalitarian lifestyle (The Economist, 2016). In addition, brands can capitalise on the trend in a more indirect fashion, with the potential to create Danish-themed scents for candles to capture the essence in a scent. There are opportunities for FAARIA to link up with brands from other sectors, including food, drink and beauty, in order to create kits for nights dedicated to hygge as this is will appeal in the market.
The Opportunity
The opportunity for FAARIA to venture into Denmark is positive, with trends in the market being appropriate with candles and designs as well as the strong hygge trend that gives FAARIA, as a candle brand, a strong advantage in the homeware market. Consumer confidence measures the level of optimism in indicating how much they are willing to spend and the future of the economy. With the Danish population being one of the happiest countries, market forecasts are positive and accepting of diverse brands filling the candle market. With a growing economy and strong history with candles, there is strong market potential.
The Competition
Entering a country with a dense candle market, the wellness and meditation trend as an extention from the candle will change how hygge is percieved in Denmark. IKEA and H&M make designer products for everyday people, as the Danish market is competative in terms of fashion, style, quality and price this can also be applied the same principles with candles. Consumers, especially working and middle class, will look for the cheaper alternative to candles which could pose a threat. To avoid these mass brands in competition, FAARIA needs to capture the high percentage of upper class consumers to the quality of the brand.
ROUTES TO MARKET... Flagship Store:
Through organic growth in the market, FAARIA will have a flagship store in the city centre, close to high-net individuals. It is important to place the store near fashion aware consumers and international visitors/ tourists will be (Moore & Doherty 2007: 286). From not appearing in vendors, the flagship store will create the most revenue as a ‘hygge heaven’ for the Danish people, offering a product playground for them to become familiar with the brand.
Website:
The website will be accessible to the UK and Denmark, having a strong connection with suppliers to ensure products are sent throughout Denmark instead of overseas to reinforce our environmentally friendly ethos.
Seasonal Marketing:
The high season of hygge is Christmas, as the season is long and dark with the necessity of candles at this time. FAARIA needs to promote products in the gifting market seasonally, however hygge still thrives in the spring and summer months with people having Danish picnics and street festivals including hygge in its form.
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ADAPTING TO THE MARKET... To continue the brand internationally, staying as a standardised uniform brand including offering the same products, prices and promotional content will boost brand saliency around customers. As a stictly air care brand, there is a strong appeal to the Danish market in which product adaptation is not needed. With the luxury candle market currently booming, the marketing mix needs to be adopted instead to promote the brands building range of more expensive products to these consumers in terms of a more essential brand. Product inventions can be developed to curate scents such as ‘Scandinavia’ and ‘Denmark’ to advertise hygge through seasonal periods to appeal to the Danish market.
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CRITICAL PATH ...
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20th Nov: Website launch
29th Nov: Launches into John Lewis & Press Release
29th Dec: Mark success over christmas launch period
2nd Dec: Social media campaigns are run
6th Dec: Heritage store opens on bond st
15th Dec: App is launched
3rd February: Events are held at hertitage store for loyalty members
1st January: Discounts for new year sale 15th January: New scent is released
10h March Easter campaign launches
20th Aug: Flagship store opens in Denmark
4th Dec: Seasonal ‘hygge’ marketing is ran
5th March: New scent is released
1st May: New scent is released
1st April: Launches into Anthropologie stores
1st June: D&G collaboration press release
2nd June: Stockists are supplied with D&G collab
1st July: Brand success shows movement into global market final plans
1st September: Scandinavian collection lauches in Denmark store
5th October: Blog update
10th Nov: Brand annual evaluation 20th Nov: FAARIA’s 1st birthday discount event in both stores & new candle release
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CONCL
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USION ...
In conclusion to this report, all aims and objectives have been met in discovering existing and new markets in which FAARIA could be successful. From creating the brand into the luxury market through multi-channel retailing, the brand has a successful outlook to market growth and in appealing to consumers both in the UK and Denmark. With its unique USP including the App, there is a gap for a modern wellness product that will appeal to target consumers in relating back to the trends mentioned. A communication plan has predicted exactly how FAARIA would reach its target consumers through influencers, print and social media to market the brand before designing a collaboration to heighten the brand’s presence further. The Danish market has been explored as potential for growth with the current trend of Hygge informing this decision. Lastly, a critical path has give a brief overview of the comany’s key successes and innovation strategies in the next 12 months. There will be a large competition in the candle market due to its saturation, however the brand has defined itself as one of a kind, selling a multi-sensory experience to consumers unlike any other main competitors; showing large potential for future success in meeting customer desires and needs.
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APPENDIX:
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PINTEREST BOARDS: 61
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ILLUSTRATIONS:
W W W. C O M PA N Y N A M E . C O M
www.Pinterest.com
www.Rituals.com/products
www.Pinterest.com
www.YankeeCandle.com/HavanaRange
www.MONQ.com
http://www.skiclub.co.uk/skiclub/infoandadvice/ uksnowsports/ukslopesmap.aspx#.WTUBsRPysfE
www.Pinterest.com
https://openclipart.org/detail/263457/denmark-map-flag