Laura Sheldon
Customer Profile
This is Jackie. She is 39 and is really family orientated. She has two little boys, one aged 6 and the other is aged 10. She lives for going on family holidays to Tenerife during the summer holidays, during her yearly wait, though, she loves to dress head to toe in the latest trends purchasing from Matalan. Jackie loves to read cook books for new inspiration for tea time as it isn’t easy to get the boys to eat on school nights. She met her husband when they were both 17 and they love spending time together. She meets up with the girls every other week for a girls night out on the town.
Trend Forecasting SS17 Noted in the collections of Christopher Kane and Iceberg as well as having a strong street style presence, orchid marks the importance of purple as a fashion colour and the move away from classic pastel pinks so S/S17. Exploring the evolution of infused chalky tones, this level also offers a sharpened modernity for summer silhouettes.
A shot of fuchsia provides an important accent tone, creating a confident and yet elevated level for womenswear. With a strong presence in directional street style as well as look books, this tone balances a graphic quality with intensity best suited to leather and suede.
Customer Profile
This is Alicia. She is 27 years old. She loves the beach and lives for her all inclusive holidays. Alicia has a short wavy bob and loves to add finishing touches such as jewellery to her beach outfits. She loves to wear the latest trends in bikinis and swimming costumes, however doesn’t like to spend too much. Alicia works full time in a banking office and doesn’t have time for a boyfriend due to being incredibly career focussed.
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Marketing Strategies For this swimwear range, I have chosen not to create a logo, as it will be a range within the store which could be repeated yearly, rather than a concession. I have chosen Gigi Hadid to be the celebrity endorsement for this range. This is due to her modelling status, which will attract the potential target market. Gigi is also known for fighting back against her body shamers – and has since been named as a Victoria Secret Angel.
Helios is the Greek Sun god, whom the Romans called Sol. Most often, people viewed or portrayed Helios as a mighty charioteer, driving his flaming chariot (or gleaming horses) from east to west across the sky each day. At night, according to the legend, Helios crossed back to the east by floating in a golden cup on the stream of Ocean, the mythical river thought to encircle the flat earth. Because Helios was in the sky all day looking down on the earth, people assumed he saw and heard everything that went on in that domain; thus, both gods and humans called on him as a witness to various events or oaths sworn. Helios was usually depicted as a beardless and very handsome man in purplish robes, crowned with a golden aureole, which accented his role as the Sun God. The characteristic chariot was drawn by four winged horses.
“Heliophilia”
“A desire to stay in the sun; love of sunlight.”
Elevator Pitch
Heliophilia “a desire to stay in the sun; love of sunlight.”
Dreams are made of sand & sun. Heliophilia targets women whom love the beach, of any weight or height. This range is finally bringing an end to curvy women needing to shop at expensive stores, for boring swimsuits that aren’t exciting to wear or particularly on trend. This range also targets slim women whom want a new swimming costume or bikini. Looking for a new bikini for your summer holiday? Don’t worry, Heliophilia Matalan has everything you need & more.
Long term goals
1 year – After a year, I would hope that the range for the particular target market, including the new trends for that year within the range. And therefore would be repeated each year.
3 years – After 3 years, Matalan will be competing with retailers such as H&M. Customers who usually shop there will have moved to shopping to Matalan.
5 years – After five years, the swimwear range will have appealed to my target market, and will have therefore attracted more social media attention – from this, Matalan would be looking at taking their stores and swimwear to the middle east.
Thank You Any questions?