Danielle Middleton Katie Chubb Livvy Gander Nicole Wignall Â
Accessory
Past
Culture
Discovery
IT IS NOT A VINTAGE PERFUME.
T he Name
Re s e a r ch Pha s e
- A sk e d a s a mpl e o f 1 1 3 p e o pl e th e i r a s s o c i a t i on s w ith th e wo r d “ Vi nt a g e � . - P r e s e nt e d ou r i n it i a l id e a s t o a p a i r o f g i rl s wh o fitt e d ou r t a r g e t c on s u m e r pr o fi l e . - C ondu c t e d a fo c u s g r oup o f 7 wom e n a g e d 1 8 - 2 5 . - I nt e r v i e we d th e h e a d o f P R & M a rk e t i n g a t B l it z th e b i g g e s t v i nt a g e d e p a r tm e nt s t o r e i n th e wo rl d .
D av e yM c k elv e y - B l it z L ond on P R & M a rk e t i n g
“ I th in k ther e a r e a lot of c“ ommer p er fume s O u r brcia e adl and outbutt ther and n iche ere cu s tthe omer oneiss lt i ke at Blo om ( the e ena ge g i rl s “ We a r eny’ tdow n the p er fumer fr om asr ound 18-25 int er e t e d in r o ad )ayb a re e even t o exup p ent s ive m o s el l in g “ old forthei ou rrcu sst omer s . It 3 0 ” p er frbom wou ldfume haves ”t o e in ye a en r s. ”b a ck ! ” b etwe
C on s u m e r P r o fi l e
NA M E : AGE :
A l ana
M a r t en
2 2
L O C AT ION : Fr om L ondon , l iv i n g i n B r i g ht o n . O C U PA T I O N : Fa sh i on & l i fe s tyl e j o u r n a l i s t I NC OM E :
ÂŁ 2 0 , 0 0 0
p a
HOBBI E S : yo g a , r e a d i n g , ph ot o g r aphy , bl o g g i n g , tr avel , c ol le ctin g s t a mp s a n d c r y s t a l s C U R R E N T PE R F U M E : B l a ck X S & G o l d fr o m N e x t PE R F U M E YOU A S PI R E T O : S o m e t h i n g u nu s u a l b ut n ot r id ic u l ou sly e x p e n s iv e b ut m o r e o f lu x u r y
Per c eptu a l M ap
C onc ept and t a ctic s
Adver t Vide o S c amp s - Nottingham High-street -
Fopp Record Shop
-
Braderie Vintage Shop
-
1 young woman
- 1 young man - Jaguar Marr sound track - Vintage filter - Logo at the end
Phot o - sho ot In s pi r ation
Phot o - sho ot S c amp s - 3 digitally rendered images . -
3 hand rendered images
- 3 Brickwork background -
3 Urban backgrounds
-
Young female models
-
Colorful & provocative
P r o duction
B ottle & Pa cka g in g D e s i g n - B ottl e d e s i g n sl i g ht i n s pi r ati on fr om C h a nel No 5 , a b ottl e th at w a s r e d e s i g ne d i n 1 9 2 4 a nd h a s r em a i ne d the s a m e eve r s i nc e . - G em s t one c a n b e c om e a c ol l e c t abl e when we r el e a s e E 2 , E 8 et c . - M o d e r n v i nt a g e a nd c r e ative s pi n .
B ottle & Pa cka g in g D e s i g n
Phot o - sho ot Im a ge s
https://www.wevideo.com/hub/#media/ci/195859276 - Casted young adults who fit our customer profile. - Reflected the brand image and portrayed the lifestyle of the E16 brand. -
Used Nottingham as a location for filming as it was brand appropriate.
-
Filmed in vintage and record shops as they provide an authentic location.
L aunch
P r int
Blo g s
Guer i l la M a rketin g & Pop - up S hop s
S o cia l Me d ia
T han k You ! Any Q ue s tion s ?