D AV I D N I E P E R
FRO M COA S T T O C OAST
TH E BRI EF TH E C ONS UMER TH E C OMPETI TORS T H E BRAND AMBAS S ADORS TH E C L OTH I NG TH E PH OTOS H OOT PROMOTI ON TH E BL OG
THE BRIEF
David Nieper is a British fashion house of which all products are soley made and produced in England. They design luxury womenswear and these designs are classic and elegant. Our brief is to create a new promotional campaign for a new cruise range. The consumer is a mature, single, British woman who is going to explore the world and meet new people.
CONSUMER
T H E F L AT A G E R S
The flat age society are the generation where age is just a number, it does not define them as people and especially does not define them as consumers. The term “old” is an irrelevant concept, this new age generation have a youthful view on life. They enjoy exercise, take part in sports, are up to date with technology and are keen travelers. This generation show a willingness to spend and own up to about 75% of the UK’s wealth.
“The top 10 womenswear retailers are those who are growing because the 50+ market are influencing them” Designers need to design with this group in mind, as this is the demographic that are taking over the consumer market. This generation are the target market for David Nieper, as they want to see the world, and they want to do it in style. As the age of this consumer becomes flat, their change in lifestyle becomes one of the most vital target points for a brand. They are starting to integrate technology into their everyday lifes just as the younger generations do, they also have an active lifestyle, taking part in sports and daily exercise, keeping their bodies as young as their minds. This consumer will go on a cruise not only because they will enjoy the peace and serenity of being out at sea, but also because they are still keen to travel and continue to learn and experience more each day.
COMPETITORS
David Nieper’s competitors are those that target the same demographic and also sell clothes of a similar style, focusing on creating elegant and classic clothing. Some of these stores
Cindy Joseph
Yasmina Rossi
BRAND AMBASSADORS
Pia Gronning
Models such as Yasmina Rossi, Cindy Joseph and Pia Gronning are the types of ladies who would be good brand ambassadors for David Nieper as they represent the older generation that still have youth within them. Their elegant and graceful style encaptulates that of the David Nieper target consumer.
THE CLOTHING The clothing would keep in style with the elegant, British styling of the brand but would also adapt to this new consumer’s taste preferences and would be a slightly younger styling as this generation no longer wants to dress as “old” but to dress to suit their environment. Practical clothing for the day as they explore these new cities but with sophisticated, graceful clothing for the evenings onboard the cruise ship.
The colour palette of the clothing would be fresh pastels and light colours to fit in with the heat of the different countries and the subdued atmosphere of being at sea. The textures of the clothing would be lightweight in order to optimise the ornate style of the clothing.
PHOTOSHOOT
Just before the cruisewear season starts, a David Nieper Cruise lookbook will be sent to all their consumers. This will feature images that capture the essence of the flat agers holiday and travelling lifestyle as well as images promoting their new range of cruisewear. Unlike most photoshoots aimed towards the older generation, these photographs will not be dull and plain, but be bursting with life, just as the flat agers ar.e. The photoshoot would take place on beaches, by the sea or on cruiseships, showing the items of clothing in the types of places that they would actually be worn. The photographs would still contain the same level of class and elegance that David Nieper presents but also exude confidence and a strong element of fun.
PROMOTION The types of publications that certain shots from the lookbook could be shown in include Stella, The Sunday Telegraph’s magazine as well as The Sunday Times’ magazine. Magazines such as Vanity Fair and Harper’s Bazaar would also feature some of the promotional shots as these magazines also encaptulate the same sort of style as David Nieper. As David Nieper is solely online, it is important that they promote their brand through publications in order to achieve a greater range and number of consumers as possible.
THE BLOG As many current David Nieper consumers often send in thank you letters to the brand, expressing their love for what they wore and where they wore it, in order to create a bigger David Nieper community, and having the consumers create more of a conversation with the brand, the idea is to create a David Nieper Cruise travel blog. The consumers will send in any images of the travels they have been on, the exciting cultures that they have visited and if they want, pictures of themselves in David Nieper outfits to the blog. They can also write a short paragraph on the things that they experienced or their feelings towards the clothing and the runner of the blog will compile these entries to make a continuously running blog that will be available for all consumers to read, interact with, comment on, or get involved with. They can send these entries online or through the post, depending on which method they feel more comfortable using.
In order to also to continue to engage David Nieper as much as possible with their consumers and embrace the lifestyle that these consumers live, David Nieper could also hold events on board of cruise ships for all of the flat agers on the ship. This will be unlike other 50+ events, and will not be done to make this generation feel old. The events will be fun and expressive, bringing together like minded people. These events will also be show on the blog.