Rarcult
Karolina Sylwia Wilczek N0493118 Fashion Communication and Promotion Creative Networks FASH10106 Word count (without quotes): 2,760
Cover page: Figure 1. Rarcult promotional photograph (2014) Figure 2. Harris Hawk Takes Swing (2013)
Introduction 5 Launch Events 6 - Industry launch 6 - Public launch 10 Public Relations 12 - Brand Ambassador 12 - First year 14 Digital Advertising 16 Conclusion 18 Appendix 20 List of references 22 List of illustrations 23 Bibliography 24
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Introduction Rarcult is a newly established premium fragrance brand aiming at the Middle Eastern male consumer. The brand has found the UAE market as extremely emerging in the fragrance sector. The research forecasts that sales in this area will exceed $1.88 billion by the end of 2014, within the personal care in terms of colour cosmetics and fragrance. This extremely crowded market hasn’t been noticing the gap in the male consumer sector of it. The sales are raising high within the female perfumes, however there hasn’t yet been a scent which was established to attract the strong male figure from the Middle East. There is a noticeable lack of interest in this gender within the market of scent – therefore we, as Rarcult, strongly believe this is a market we can successfully fill.
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Launch Events
Industry launch
“Every successful brand launch must go through positioning exercises to develop a sound brand positioning strategy” (Peter Lee Getman, 2012). A brand launch is an introduction to the world of what could be described as a new beginning. Early stages of the brand determine its success, leading onto the product launch which reveals the possible sales momentum, enabling your brand’s growth. Rarcult is a label which has been established in the Middle East, due to which we had to consume a large amount of information about certain promotion activities currently taking place, as well as, religious ceremonies at different times of the year to make sure our launch doesn’t disrespect the Islamic culture. ‘The month of Ramadan in which was revealed the Qur’an, a guidance for mankind and clear proofs for the guidance and the criterion (between right and wrong)’ (Quran:185). It is the most important event in the Islamic calendar and is highly respected within this community all over the world. Ramadan will occur on 18th June 2015 and end on 17th July 2015. Due to
this, Rarcult will be hosting an invite-only launch event collaborated with Forbes UAE, on the 19th July 2015. Forbes is a highly respected issue all over the world – ‘Forbes’ mission is to deliver information on the people, ideas and technologies changing the world to our community of affluent business decision makers.’ (Forbes Media online, 2014). Our ideal consumer is a 35-50 year old male successful business owner. He knows what he wants to achieve in life; he has a set aim and strategy to succeed. Although, there is a broad gap of 15 years - studies show that between those ages, males are most likely to spend their disposable income on luxurious products. As an entertainment, it is popular for Middle Eastern men like to attend polo games, which are the reason for the launch event being held at the Desert Palm Resort in UAE, in its Polo Club. It would not only attract the ideal consumer more, but bring out the brand’s rare essence. The resort is extremely popular within the business men of the Middle East, however at the same
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Figure 3. Arabic Calligraphy (2014)
time it is kept intimate. Privacy is a key to success of every holiday resort, as well as, our invite-only event. On Sunday, 19th July 2015 – the event will commence. Waitresses will be wearing belly dancing garments, greeting everyone with a glass of champagne, leading them to their reserved seats. To start off, the CEOs of Rarcult and Forbes will give speeches about our brand’s essence, as well as, give thanks to all the guests who have arrived. Brand ambassador - Mohamed Hadid, will also follow on with his speech. Guests will be able to enjoy the rest of the day watching polo games, surrounded by the breath taking landscape, with extravagant dinner in the evening. At the end of the night, all the guests will be escorted to Maserati cars, heading back home. As part of PR, the following day all the attendees from the night
will receive a package within which will be an invitation to ‘nose training’ classes for making personalised perfume. A part of the gift will also be a small sample of the Rarcult ONE perfume – in the exact packaging as the original - however a mini version, to promote even further. Rarcult’s launch event will be hosted by DABO & CO. The brand is an award-winning communications agency covering the entire Middle East - confident in the public relations, event management and digital marketing area. To receive an outstanding return to investment, DABO & CO. have been aligned with strong market insights and understanding of the importance of communication between consumer and the brand. The marketing efforts of this will soon reveal the success and effort of the brand launch. Also, ensuring that people will start
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talking about the new and upcoming Rarcult – because there is no better way to promote your brand other than the trusted and true word of mouth. Ensuring that the event is being kept intimate and personal, catering will be taken over by the Desert Palm’s Bespoke Dining. In order to create an atmosphere that evokes Rarcult’s brand values, the dishes will be combinations of traditional Arabian style food with contemporary classics, giving it a modern twist. Keeping the brand’s values at every part of this occasion, the guests will be able to keep to the tradition of their rare culture. Attendees will have a choice of tailoring their dishes, up to their culinary requirements. Invites to Rarcult’s launch will be sent out to the guests by post, within which there
will be a letter added from the CEO of the company writing on behalf of Rarcult and Forbes Magazine. Scented paper will be used to grab consumers’ attention as the first communication point. Guests will also receive a one night stay at the resort, to prepare for the launch event the following morning. Business professionals will be on top of the guest list to ensure that Rarcult will be remembered from day one. Guests like industry experts and not forgetting about the press, will be invited to the launch.
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Left page: Figure 4. Desert Palm Resort Bespoke Dining (2014) Figure 5. Desert Palm Resort (2012)
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Public launch Mslow’s “Hierarchy of needs” (1943) states five most important needs in everyday life: psychological – food, water and warmth; safety – security and shelter; belonging – friends, family and community; self-esteem – achievement, recognition and mastery; self-actualization – pursue talent, creativity and fulfilment. Reflecting on this theory, Rarcult will aim to consider the change in the ‘wanting’ of a perfume to the ‘need’ of it for everyday life. ONE is an accessory to life, it is a new addition to males’ lifestyle that will be fulfilling his need of advanced technology by the finger print activation box, whereas fragrance itself will combine the self-esteem boost and fulfilment of selfactualization. The aim of the launch and advertising is to get the consumer to believe that your label is the one they should buy into. A brand will never be successful if it doesn’t focus on its consumer needs and trends. Being able to spot the gap in the consumers’ wishes is a key to success. Middle East is on top
of the world’s advanced technology – they showed people how it’s going to be done in the future by developing new products and strategies. Consumers in the UAE are hard to reach because of the high expectations and mass promotion. As Rarcult, we have decided to approach our male consumers by giving them what they haven’t yet received, however what has been put aside for a long time. Due to the launch of our brand and product being on 19th July 2015, 10 weeks prior to that date, we will release a teaser video which will give hints about the new and upcoming Rarcult. Although, it will be an advertisement for our label, it will not include any information about what Rarcult is. Every week, there will be a new video released with new hints to what the brand values are. The teasers will be played on interactive billboards around the Dubai Mall, where Rarcult will have its first concession. During the opening of the concession, a day after the industry launch – 20th July 2015, the brand ambassador – Mohamed Hadid,
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Figure 6. Islamic Art and Architecture (2012)
joining the CEO of Rarcult will open up the very first concession, by the traditional cutting off a ribbon bow. All consumers attending the launch will be able to purchase products with 25% off of every perfume bought, which will hopefully lead to raising the sales high above the target. Every person purchasing Rarcult ONE, will be entering a draw to win two tickets to the exclusive event organised by Rarcult and Forbes UAE, later in the year. The event will let the company celebrate the success of the first year and inform attendees of our plans for the next upcoming 12 months. Throughout year 2015, Rarcult as a new label will have to make sure it doesn’t fall off the charts. Being a premium brand, we have to keep in mind the values we are trying to put across with everything we do. Previously mentioned, the guests from launch event
for industry will receive an invite to the making of their own personalized fragrance. Within which, they will be able to learn how to recognise different scents, as well as, produce a small sample of their own. The best fragrance made during that event will be made into a limited edition Rarcult perfume, on sale for 2 months.
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Public Relations
Brand ambassador
“The principal objectives of advertising are to raise awareness, inform and persuade.” (Posner, 2011). During the first year of Rarcult’s existence we are planning on engaging with the industry experts as much as possible. PR is the most important aspect of every brand – it creates a reputation and spreads the word about it – leading us onto communicating with the consumer through different events taking place throughout the year. DABO & CO. will be able to help with organising different socialising events, inviting the press and keeping in touch with the industry, whilst also making sure Rarcult stays on top of its sales. Due to our brand values of being modern and keeping up with the fast growing advanced technology – all of the PR events will be ensuring our consumers are being kept interested. “One technique used by an increasing number of the world’s most prestigious fashion brands is to employ a celebrity to become the ‘face’ of the brand.” (Posner, 2011). However, due to Rarcult’s established brand values of not focusing on creating an image within the
Hollywood world of celebrities, also not being associated with a celebrity, we have chosen to be rare – as stated in the company’s name. Brand ambassador should be a person promoting a company’s image and services – they have to be a reflection of its values. Understanding the importance of appearance and ethics, as well as, letting the brand continue its sales momentum. After careful research, we have decided to make Mohamed Hadid the brand ambassador for Rarcult. He has been named one of world’s richest males with a net worth of $200 million. He is a born Palestinian however moved to United States with his family, as a child. Hadid started off wanting to pursue a career in art, however he has soon realised that there is much more potential in interior design. Today, Mohamed Hadid owns Hadid Development – a company building massive mansions from scratch. After succeeding in life financially, Hadid came back to his love for art and opened his own art gallery in Beverly Hills.
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First year Rarcult being a premium label has based its grounds on power, sensuality, confidence and exclusivity. Keeping this in mind, we as a brand would like to feature in the following magazines: Forbes UAE and Saneou Al Hadath. Forbes being Rarcult’s sponsor gives us an opportunity for a large scale article and a review on the launch, as well as, the brand itself and our product. We are hoping to receive a four page spread in the first third of the publication, within which our advert featuring on the fourth right hand side page of the article. Proudly sponsoring Rarcult, Forbes will caption the brand on the front cover. If the brand is successful enough by the 10th month of its existence, we will open up a new concession in Abu Dhabi Mall. The mall has mid-range premium shops inside which fits in with Rarcult’s brands aim and description. As a brand, we hope to receive the best feedback possible from our consumers to make our second concession a possibility.
As previously mentioned, there will be a celebration event taking place at the end of the 12 months period since the first launch of Rarcult. The gala will be invite-only which will make it more exclusive to the guests. The night will feature interviews with the brand ambassador – Mohamed Hadid, also industry experts and the owner of Dubai Mall – Emaar Properties CEO, giving a reflection on the sales and consumer reviews on our product. The guests will be able to enjoy belly dancing shows, as well as, karaoke throughout the night. With Rarcult wanting to take the advanced technology of personalization further within each step we take, it would be an unique experience to personalise the invites with the finger print scan at the entrance to the event – taking the exclusivity of the brand even further. Whilst researching different venues which would be appropriate for the gala event, I have come across the Emirates Palace Hotel, in Abu Dhabi. The resort has terraces with banquets which reflect Rarcult’s vision of the sophisticated gala night. The event will take place in one of Palace’s venues.
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Page 13: Figure 7. Mohamed Hadid (2013) Figure 8. Emirates Palace Hotel (2012)
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Digital Advertising To reach the 35-50 year old male Arab, Rarcult will have to consider going an extra mile. Due to the overload of advertisement today, it is difficult for new start up brands to be able to gain their consumers attention. Rarcult will be releasing a countdown teaser video, 10 weeks prior to the launch of the brand and product. Also, due to the sponsorship from Forbes UAE, we will be featured on the website. Our brand values state: exclusivity and modernity – due to which Rarcult will be setting up a technological website.
world, letting the consumer make Rarcult part of the everyday lifestyle. Simple things like subscription to newsletter, letting them know what’s on trend and what is happening with Rarcult throughout the year, as well as, an ability to subscribe to Forbes UAE due to the sponsorship of the brand. Through the website, the consumer will be able to link back to our brand values and see the reflection of it online. Importantly, Rarcult will be reassuring that the website is updated on regular bases to keep the consumer interested in our label.
The online site for Rarcult will let the consumer connect with the brand through interactive features for example an option to develop the personalization of the product beyond the finger print activation box. Consumers will be able to watch latest videos and campaigns of the brand and go backstage to how the brand started off. Interviews with industry experts featured on the website, as well as, competitions to win discounts for purchasing ONE and winning tickets to exclusive events. The website will feature most important news from the all over the
As previously mentioned, prior to the launch event Rarcult will be releasing 10 teaser videos to give people the hint of a new and upcoming brand. The videos will not only be shown in Dubai Mall and interactive billboards, but also on corporate websites, for example Forbes UAE and the shopping mall’s online site. This will lead to consumers seeking for the next hints every week and Rarcult letting the customers connect with the brand emotionally.
Figure 9. At sign (2010) Figure 10. Islamic Art and Architecture (2012)
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Conclusion Rarcult is an exclusive brand, which looks for completing its consumers’ lives by giving them a new addition – a fragrance and a lifestyle. As a brand, we want to promote the lifestyle of the wealthy bringing tradition and culture to it. Using advanced technology to attract the consumers, we feel that our label will bring out futurism and let us be on top of the trends. Our promotional strategies for the launch event, public relations and digital advertising reflect Rarcult’s values very impressively. Focusing on the modernity, sensuality, mystery and power whilst also keeping the tradition of the Arabic culture, Rarcult will succeed and develop itself into being a top fragrance label of the Middle East.
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Appendix During our research in London, we visited a couple department stores that we thought were the most important for the perfume market in the city – Fortnum and Mason, Floris, Penhaligon’s, Liberty’s, Les Senteurs. We have interviewed the sales associates of a couple of those stores, to get to know the target consumer and what to look out for the most whilst planning our brand strategy.
slightly different smell. What is the most expensive perfume? Clive Christian (crystal bottle, embellished with a diamond) – £250,000 What kind of customers do you get? Arabic/Russian Women buying into floral/jasmine/lily of the valley. Men buying into leathery scents.
Fortnum and Mason What is the age range? Doesn’t have an age range, the store is suitable for all ages. What is the most popular perfume sold? 1707 Noir (unisex perfume) – named after the year the shop was open in. What is the most exclusive perfume? Creed Scent bought forever? Limited edition – Alexandra. It became so popular, that a new one was invented with a
Floris What is the age range? 60% are middle age/elderly consumers. What’s the most popular perfume sold? Men No. 89 cologne Consumers often come in with an idea of what they are looking for. What is the most expensive perfume? £15,000 – made on the day Queen Elizabeth II was born, the perfume was remade for HM Jubilee. There were only 6 bottles made: 1 for the Queen, 1 for an auction, 1 was sold in
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store, 3 still remain at Floris. The perfume packaging has 14 carat chain, crystal bottle – vintage replica of the original, mahogany box with quarter cut diamond. Penhaligon’s What is the age range? Any from 18-80 years of age – mothers and daughters Niche market Most popular consumers come from Saudi Arabia and Russia. What’s the most popular perfume sold? Oud scented fragrances. Artemisia – vanilla mixed with apple Making sure the customer always buys the right product by sitting them down and making a conversation to get to know them as a person.
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List of references BOOKS Getman, P.L., Brand Positioning: An Introduction. In: Launch a brand. pp. 5. Maslow, A.H., 1943. A Theory of Human Motivation. Oxford Dictionary of English, 2010. In: A. Stevenson, ed., Oxford Dictionary of English. 3rd ed. Oxford: Oxford University Press, 2010. Posner, H., 2011. Fashion Advertising. In: P. Jones, ed., Marketing Fashion. London: Laurence King Publishing Ltd., 2011, pp. 181. WEBSITES Anon., 2014. DABO & CO. online site [online]. Available at: http://www. daboandco.com/ [Accessed 05/10 2014]. Anon., 2014. Desert Palm Resort online site [online]. Available at: http://desertpalm. peraquum.com/ [Accessed 05/10 2014]. Anon., 2014. Forbes online site [online]. Forbes. Available at: http://www.forbes.com/ [Accessed 05/12 2014].
Anon., 2014. Fragrances market research [online]. Available at: http://www. euromonitor.com/fragrances [Accessed 05/10 2014]. Anon., 2014. Hadid Design & Development Group [online]. Available at: http://www. mohamedhadid.com/ [Accessed 05/10 2014]. Anon., 2014. Magazines in Dubai [online]. Available at: http://www.dubaifaqs.com/ magazines-in-dubai.php [Accessed 05/10 2014]. Anon., 2014. Mohamed Hadid Net Worth [online]. The Richest. Available at: http:// www.therichest.com/celebnetworth/ celebrity-business/ceo/mohamed-hadid-networth/ [Accessed 05/12 2014]. Anon., 2014. Ramadan [online]. Wikipedia. Available at: http://en.wikipedia.org/wiki/ Ramadan [Accessed 05/10 2014]. Anon., 2012. Arabic Culture and Perfume [online]. Available at: http://www.slideshare. net/ambrose03/arabic-culture-and-perfumes [Accessed 05/05 2014].
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List of illustrations Figure 1. Woodward, D. 2014. Rarcult promotional photograph [photograph]. Nottingham. Figure 2. Anon., 2013. Harris Hawk Takes Swing [digital image]. WordPress. Available at: https://joyfulpapist.files.wordpress. com/2011/09/harrishawktakeswing.jpg [Accessed 15 May 2014]. Figure 3. Anon., 2014. Arabic Calligraphy [digital image]. Pinterest. Available at: http://www.pinterest.com/ pin/442197257135056766/ [Accessed 14 May 2014]. Figure 4. Anon., 2014. Desert Palm Resort Bespoke Dining [digital image]. Desert Palm Resort online site. Available at: http:// desertpalm.peraquum.com/ [Accessed 20 May 2014]. Figure 5. Hartley, A., 2012. Desert Palm Resort [photograph]. Dubai. Figure 6. Anon., 2012. Islamic Art and Architecture [digital image]. Pinterest. Available at: http://gb.pinterest.com/ pin/448530444111035624/ [Accessed 25 May 2014].
Figure 7. Anon., 2013. Mohamed Hadid [digital image]. Hadid Design & Development online site. Available at: http:// www.mohamedhadid.com/ [Accessed 25 May 2014]. Figure 8. Anon., 2012. Emirates Palace Hotel [digital image]. Emirates Palace Hotel online. Available at: http://www.uniqhotels. com/emirates-palace [Accessed 20 May 2014]. Figure 9. Anon., 2010. At sign [digital image]. Pinterest. Available at: http://www. mangano.ch/content.php?id=25 [Accessed 19 May 2014]. Figure 10. Anon., 2012. Islamic Art and Architecture [digital image]. Pinterest. Available at: http://gb.pinterest.com/ pin/448530444111035624/ [Accessed 25 May 2014].
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Bibliography BOOKS Anon., 2007. Fashion Identity. Barcelona: Index Book. Getman, P.L., Brand Positioning: An Introduction. In: Launch a brand. pp. 5. Lefkowith, C.M., 1994. The art of perfume. Maslow, A.H., 1943. A Theory of Human Motivation. Oxford Dictionary of English, 2010. In: A. Stevenson, ed., Oxford Dictionary of English. 3rd ed. Oxford: Oxford University Press, 2010. Posner, H., 2011. Fashion Advertising. In: P. Jones, ed., Marketing Fashion. London: Laurence King Publishing Ltd., 2011. Tungate, M., 2012. Fashion Brands: Branding Style from Armani to Zara. Third ed. ed. London: Kogan Page. ARTICLES Anon., 2014. Fragrances market research [online]. Available at: http://www. euromonitor.com/fragrances [Accessed 05/10 2014].
Anon., 2014. Magazine Advertising Definition [online]. Entrepreneur.com. Available at: http://www.entrepreneur.com/encyclopedia/ magazine-advertising [Accessed 05/11 2014]. Anon., 2014. Mohamed Hadid Net Worth [online]. The Richest. Available at: http:// www.therichest.com/celebnetworth/ celebrity-business/ceo/mohamed-hadid-networth/ [Accessed 05/12 2014]. CASE STUDIES Anon., 2012. Arabic Culture and Perfume [online]. Available at: http://www.slideshare. net/ambrose03/arabic-culture-and-perfumes [Accessed 05/05 2014]. INTERVIEW Wilczek, K., 2014. Grossmith London Interview. London. WEBSITES Anon., 2014. DABO & CO. online site [online]. Available at: http://www.daboandco. com/ [Accessed 05/10 2014]. Anon., 2014. Desert Palm Resort online site [online]. Available at: http://desertpalm. peraquum.com/ [Accessed 05/10 2014].
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Anon., 2014. Forbes online site [online]. Forbes. Available at: http://www.forbes.com/ [Accessed 05/12 2014]. Anon., 2014. Hadid Design & Development Group [online]. Available at: http://www. mohamedhadid.com/ [Accessed 05/10 2014]. Anon., 2014. Magazines in Dubai [online]. Available at: http://www.dubaifaqs.com/ magazines-in-dubai.php [Accessed 05/10 2014]. Anon., 2014. Platinum charts [online]. NASDAQ. Available at: http://www.nasdaq. com/markets/platinum.aspx?timeframe=1y [Accessed 05/10 2014]. Anon., 2014. Ramadan [online]. Wikipedia. Available at: http://en.wikipedia.org/wiki/ Ramadan [Accessed 05/10 2014].