GO FIG 1
CONTENTS STRATEGIC BRAND PROPOSAL LISA HYNARD N0511550 CREATIVE NETWORKS FCP 1 WORD COUNT: 2808
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INTRODUCTION TO OUR BRAND THE BIG IDEA RESEARCH & SCENT TARGET MARKET PACKAGING BRAND AMBASSADOR PRE LAUNCH GO CAMPAIGN ADVERTISEMENTS THE LAUNCH THE APP GO BIG THE FIRST YEAR OUR PROMISE
FIG 2
WHAT IS
GO?
As an inventive twist to the current market of men’s accessories GO specialises in scented wrist wear, bringing consumers a product they never knew they could have, but won’t want to be without! Inspired by the idea of The Blood Concept fragrance, we wanted to create a fragrance with a meaning and purpose. Our brands invention came to life when becoming in contact with Steven Wallis from Taste Billion and hearing his insightful talk on male archetypes. Our company felt intrigued by the idea of ‘The Intrepid Explorer’. Steven Wallis defined this as a desire for physical endurance and self-refinement. Our research confirmed that this consumer was not currently being targeted in the male fragrance market. From reading Harriet Posner’s fashion marketing, our brand became aware that the luxury market took up most of the revenue of the fragrance sector, therefore we wanted to steer away from that price range and targeted our fragrance as high-street. Our aim as brand was to then to create a product that catered for this particular consumer targeting the male aged 20-26 with something that was not only stylish and modern, but also more practical and portable than a bottle. In terms of successful branding we are an original product that is new.
FIG 3
FIG 4
1
Were interactive and challenging.
2
At GO we see ourselves as a pioneering brand, being the only brand that supplies scented wrist wear at the high street level we are one of a kind; closing the gap between fashion accessories and fragrance. Our slogan “how far will you go” revolves around the idea of physical and emotional self-discovery, to explore and interact, linking our scent within our product to those influential life experiences. Over the years, men’s bracelets have been a questionable subject to the market, the whole concept was an unsteady introduction and it was questioned to be an emasculating addition to men’s fashion. However since 2012 and taking off in 2013, wrist wear is becoming the stylish trend for men, even so that one is not enough, resulting into small stacks of bracelets per wrist.
FIG 7
FIG 6
“Wintery folk, urban noir and the great outdoors are key directions for men’s accessories where the technical meets the emotional.” (WGSN ACCESSORIES TEAM;2014)
Our brands main inspirational style was discovered on WGSN, basing it on the emerging trend ‘mountain man’. Consisting of an authentically rugged style inspired by deer hunters and woodsmen- Also linking in with the targeted style of our consumer. Beads and rope are labelled as componentry embellishments within attire and accessories for s/s 15/16, making our product ahead of its time with its rockclimbing inspired rope strap, scented beads and metal clasp. We are introducing our target market to the next best thing.
3 FIG 5
4
THE SCENT OF FIG 11 FIG 12
FIG 8
FIG 10
FIG 9
We take pride in our company being an honest, Eco-friendly and adventurous brand, and we like to abide by this through the eyes of our consumer. The reason why our product will be so successful is because it dominates different types of consumers who all share the same instinct of curiosity. What is out there? By linking our product with the idea of discovery we gain a strong support from a young community; from taking gap years and those who are inter-railing. As stated in The House Of Commons; ‘Tourists statistics and policy’s document’ there have been 58.5 million outbound visits from the UK in 2013, 64% of which have been for holiday purposes, concluding of a 3.5% rise since 2012. This shows that pleasure rules the greater percentage of why people travel. Simply for pleasure-seeking and exploration. 5
GO
From the book cultural heritage and tourism, It’s listed that serious travellers tend to be the best educated, with a strong personal interest in various aspects of history. Our surveys further confirmed this as 80% of the people we asked, shared an interest in travel and were currently in their studies. Primary research showed that our target audience would be willing to pay up to £40 for our wrist wear which is a standard price for men’s aftershave at the high-street level. Looking at the fragrance market today, our brand felt £30 would be a more reasonable price for our product being sold in Urban Outfitters, then a further £10 to revive your beads after the scent has faded. The scented beads will last one month. The only other scented wrist wear available on the market is from Maison Francis Kurkdjian. However this differs to our product, being sold in the luxury market at £150, and once the smell has gone you cannot renew the scent like our design. Due to our scent being 24/7 we wanted the scent to be light and refreshing and not at all overpowering. 6
Heart
(120 Drops) Citrus Naturelle Muguet
Accessory
(20-45 drops) Oriental Tobacco Ice Cool
Harmoniser
(50-75 drops) Musk Iso E
Fixative
(60-75 drops) Mossy Woody
FIG 13
TARGET MARKET
FIG 14
To understand our brand, you need to understand the audience we are aiming our product at. Our targeted consumer is a university educate, with an appetite for learning and experiencing; with cooking and photography skills; Capable of speaking Spanish and French, with a taste for Desperados, naked smoothies and coffee. Carries his ongoing journal to reflect on his travels; with a love for festivals, he listens to Ben Howard, Bastille, Arctic Monkeys and reads Conde Nasta travel and well-being magazines. He has a general thirst for life. However as Bill Stuart in packaging design book says;
Our
packaging
is simple but stylish and to reflects our brands identity, consisting of the earthly colours white, green and blue to reflect our raw, natural product. It’s designed to become a keepsake for those buying in to our brand, but is designed for it to be fully biodegradable. It’s sleek design has an abstract landscape print around the base of the packaging. The shape of our packaging resembles our logo “GO” as being an unknown brand we felt that this was crucial to become instantly recognisable by our brand name. The “O” symbolizes the scented bead strung through the rope and resembles a point on a line, like a point in one’s life.
FIG 15
FIG 17
FIG 16
“The purchasers of a product may differ from urban adventure to safety seekers” (Bill Stewart;2011)
Meaning our product will not only appeal to our targeted man but will also appeal to a much wider audience, not only for its aesthetic purpose but also to encompass the essence of our brand. 7
FIG 18
8
FIG 21 FIG 19
INTRODUCING OUR BRAND AMBASSADOR
BEN HOWARD FIG 20
9
Before the launch of GO, consumers need to be aware that something fresh and exciting is coming their way. A great way to target the media is through music; introducing our well respected brand ambassador Ben Howard. Ben has emerged as the UKs most unique and talented singer/ songwriter and has a huge following of fans all over the world. Last year he was successful with a twin triumph at The Brit Awards in 2013, winning British Breakthrough Act and Best British male. He has recently signed a contract with O’Neill a successful surf brand which links appropriately with our brand, encouraging an active lifestyle. Our Logo will appear at his concerts, being brought to life on his tour this summer, as this will provide us with coverage at no expense to us. As photographs will be captured and put into fashion and music magazines, newspapers, and videos will be uploaded online from the paparazzi and fans. He will personally wear the scented wrist wear and trigger attention from the fashion media as to what this new fragrant design is that he’s wearing.
10
FIG 22
OUR CAMPAIGN “Fed up with product overload, consumers want well-considered items. Perfect basics that offer more, beautifully crafted quality pieces designed to last”. (Harriet Posner,2011)
Our advertisements show our brands personality in a way our object can’t. They represent the playful nature and show our deeper meaning. Our 30 second video advertisement will be unleashed a month before launching. The music is catchy and upbeat featuring Harlem by New Politics, instantly grabbing the viewer’s attention. Beginning with the restrained line of “take your scent with you” followed by sporting activities and scenery’s, ending with the slogan “How far will you go”, this is an interactive piece, the slogan acts as a rhetorical question making the viewer unwillingly curious. It will be displayed on the television in-between music channels, and documentaries, on GO’s Facebook and twitter page and will be shared by Ben Howard to get it publicised. Our campaign images will be featured in Men’s Health magazines and 0n-flight brochures.
11
FIG 23
12
FIG 24
FIG 25
13
FIG 26
14
GO
FIG 27
15
GO
FIG 28
16
THE LAUNCH
FIG 29
FIG 30
The festival is a huge success attracting thousands of visitors. Holding our launch in such an energetic scenery displays the fun personality that our brand enacts. We will have our own area within the festival near the shore of the lake marker number 27 on the festival map. Our Logo will be spread high up on inflatable lounge area, to reinforce a social communal area, providing a free refresh yourself service with our scent. With a photographer on hand capturing our consumers smiling holding our Logo “#GO” which will then later be uploaded to twitter account to get it trending as part of an ongoing competition to win 2 inter-railing tickets.
In order to make an impact to the world, our product it needs to be introduced to a broad market of consumers to get word of mouth communication forming in various areas. We want our product to be respected and life-enhancing. This is why at GO we have decided to place our launch our product in the remarkable destination of Budapest; known as one of the world’s most beautiful cities ‘the Pearl of Danube’. Balaton, central Europe’s largest fresh water lake is located here, providing a natural paradise and hundreds of therapeutic mineral springs, making Budapest a mecca for wellbeing and spa tourism, attracting millions of visitors each year. The Lake Balaton is the exact location of where our launch weekender will take place on the 11th/12th July 2015 in sponsorship of the Balaton Sound Festival. Although the festival runs from the 10th to the 13th, we will only be launching our brand on the Friday and Saturday as those days are known to have greater public coverage therefore will be cost effective. 17
18 FIG 31
The main attraction to our launch is supplying the latest gear in water sports; an exciting experience of fly boarding free of charge. Fly boarding was invented in Spring 2011 by Franky Zapta, and it works by attaching the fly board to a 30ft hose, which itself is hooked up to a powerful Jet Ski. The engine of the Jet Ski forces water through the hose and out of the nozzles on the base of the fly board, providing the user with a lift and allows you to manoeuvre through the air and water. Having the idea of exciting water sports linked to our launch will attract a type of outgoing and experimental consumers that we want to be associated with our brand.
FIG 32
GET IT TRENDING
In order to connect with our target market of 20-26 the best method is through digital communications. With social networking sites such as Facebook and Twitter as our main focus. In order to get the “#GO” trending, we are taking a star-prize approach to be able to achieve this. Starting with the hype from the Balaton festival the photos of the hashtag from consumers will be uploaded, and when others purchase a bracelet they then upload their photographs showing the item followed by the hashtag. This will progress over 4 weeks, then out of the luck of the draw we will announce the winner and offer them two tickets to go interrailing the following year. Awareness will also be raised about the competition with help from bloggers such as Imran Ahmed who is a London based Canadian, His site covers every aspect of the fashion industry from top to bottom, rather than just individual styles. He also teaches fashion business at London’s Central St Martins College of fashion. Therefore his opinion is valued. Therefore providing us with coverage in exchange for a free bracelet. 19
By taking part in these sports the consumer is able to receive a free scented bracelet. With regard to company finance we will only allow 5 hours of accessibility to our water sports per day, with a budgeted limit of 1000 fragranced bracelets to be given away freely. By restricting our product launch to limited access it will provide a stampede effect, and with the heat of the crowds and the sun, they will be reluctant to go out into the cool waters. By offering our consumer an experience and an item it enables consumer interaction with my company, and becomes a memorable involvement with our brand. Therefore the wrist wear and scent they are given will be an instant memorable link to the fun they had that weekend. FIG 33
20
DOWNLOAD THE APP
FIG 34
We have also incorporated GO as an iPhone app which tracks and shows the route of your journey. This is targeting to those inter-railing, as a motivational tool to show you how far along you are in your travels and also as a completed souvenir of their journey when they complete their circuit and return home. However it can be used when visiting all destinations as an exact locational mapping of where you have been. When selecting a particular point on the route, the device will provide detailed information such as the city, the
Throughout our first year on the market we aim to progress steadily and acquire a huge fan base resulting in ultimate success. From the pre-launch to the initial launch the first few months is all about advertising our product, to see how much attention it favours from the consumers and to see whether it’s being sold in the right environment (Urban Outfitters). Our product will be advertised in large scale on billboards so you
can’t miss it or simply throw it away as you would if it was a leaflet format. Our advertisements are bold and eye-catching and will become instantly recognisable even at a glimpse. GO will have its distinct stand within the store, showing the product sealed in its packaging locking in the fragrance. The refillable beads will be places on the stand also with tester samples available to smell.
GO BIG FIG 35
address of the location, and the time spent there. Each travel will save into your history where you can view it at any time. Once you have visited 5 different countries, your app will inform you that you have explored enough to retrieve a free pack of refills for your bracelet. All you have to do is go into your nearest Urban Outfitters store, show your app, and then they will scan the barcode on your screen. This app helps encourage discovery and knowledge. 21
22 FIG 36
THE FIRST YEAR
With Urban Outfitters being an American store the product will be sold in Philadelphia, Washington and South Carolina and we will also trial this product in inter-railing destinations around Europe. These destinations will be: Berlin, Prague, Budapest and Krakow. With our brand ambassador being British, the wrist wear will be also be sold as a UK special in London Covent Gardens. The aim is for great publicity. Ben Howard will be a guest speaker/live singer on BBC radio 1 and will talk about his new contract with GO and the unique product that we have to offer. These first few months is when noticeability should be at
its highest, with sales increasing and over 2K followers. Half way through the year it’s safe to measure our success and compare to incremental costs. If everything is steady and profits are rising since the funding of the launch then a conference will be arranged to discuss the order of the brands next steps. As our brand becomes common and known we will introduce three more scents and introduce materials such as metals, wood and leather into our strap design, as these are progressing styles for the upcoming s/s16 according to WGSN. Launching our own website “www.GO.com” which allows you to create your own wrist wear adjusting colours, materials and fragrance.
23
Depending on where the most sales income is coming from, it would be ideal to then eventually branch out into more stores in that area, and to then introduce our consumers to a revolutionised technology. Inspired by the 24 Self Video that is the world’s number one film rental franchise, it’s a selfactivating technology which allows you to choose a DVD or game to then take out that day, and return within a short period of time. Machines are a growing technology, so it’s my aim to introduce a modern design of this technology and to use it to personalise your own wrist wear on the spot, in a quick and easy step by step process. Revealing your final product at the end ready for checkout. Placing these GO stations in the Urban Outfitters store will encourage interactivity and individualism.
24
REFERENCES - Blood Concept Italy. (2012). The Black Series. Available: http:// www.bloodconcept.com/EN/index.php. Last accessed 1st May 2014. - Posner, Harriet. 2011. Marketing Fashion.
OUR PROMISE Consumers are looking for real messages and truth. We therefore stay true to our brand throughout our whole organization and it’s our mission to get everyone involved.
- WGSN Accessories team. (2014). A/W 15/16: men’s accessories collections. Available: http://www.wgsn.com/content/report/ Collections/Accessories/Autumn_Winter_2015_16/aw15_16-mensaccessories.html. Last accessed 20TH MAY 2014. - Chris Rhodes. (16 May 2014). Economic Policy and Statistics. Available: http://www.google.co.uk/l?sa=t&rct=j&q=&esrc=s&frm=1 &source=web&cd=3&ved=0CEEQFjAC&url=http%3A%2F%2Fwww.parliament. uk%2Fbriefing-papers%2Fsn06022.pdf&ei=7b6IU6aHHMvB0gWsx4GYCg&usg=AF QjCNGyaXt-Ffer3W. Last accessed 20th May 2014. - Timothy, J, Dallen. 2009. Cultural Heritage and Tourism. - Maison Francis Kurkdjian . (2011). scented leather bracelets. Available: http://www.franciskurkdjian.com/home.php?lang=2. Last accessed 3rd May 2014. - Stewart, Bill. 2007. Packaging and design.
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26
BIBLIOGRAPHY
ILLUSTRATIONS
- Ben Jones. (2013). Men’s Bracelets Trend: 2013/2014. Available: http://www.fashionbeans.com/2013/mens-bracelets-trend/. Last accessed 18th May.
FIG 1 - Blurino. (2011). The Lake [Italy, Dolomites]. Available: http://500px.com/photo/62041603/the-lake-[italydolomites]-by-blurino. Last accessed 19th May.
- Budapest Airport zrt. (2013). Budapest Airport facts & figures 2013. Available: http://issuu.com/budkata/docs/routes_2013_ budapest_v1_jav. Last accessed 18th May.
FIG 2
- YeslabLtd. (2014). The Basics. Available: http://www. festicket.com/festival/balaton-sound-2014/. Last accessed 18th May. - Franky Zapta. (2008). Flyboard. Available: http://www.zapataracing.com/en/flyboard/. Last accessed 20th May. - Ashley. (june 2013). Ben Howard signs as an O’Neill Ambassador. Available: http://blog.oneillsurfacademy. co.uk/?p=2511. Last accessed 21st May. - Franchise Development Services Ltd. (2005-2014). 24 Self Video: The World’s Number One Film Rental Franchise. Available: http://www.thefranchisemagazine.net/page/24-self-video/worldsnumber-one-film-rental-franchise.php. Last accessed 22nd May. - Tom Butler. (2013). The Influencer 10: Fashion Blogs Men Should Follow. Available: http://uk.askmen.com/fashion/fashionnews_300/367_the-influencers-10-fashion-blogs.html. Last accessed 20th May. - VEVO. (20th Feb 2013). New Politics Harlem. Available: https://www.youtube.com/watch?v=NVOUTkFkMNU. Last accessed 20th May. - Gordon Plutsky. (2014). The new rules of marketing. Available: http://www.kingfishmedia.com/Portals/51063/pdf/MarketingTimeline. pdf. Last accessed 25th May. - Posner, Harriet. 2011. Marketing Fashion
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– GO PHOTOGRAPHY
FIG 3 - Chitika. (2013). Explorer the world. Available: http:// gramspiration.com/post/59806539856/explorer-the-world. Last accessed 19th May. FIG 4 itsallaboutmenswear. (2012). 7 Days Theory Blog. Available: http://7daystheory.tumblr.com/post/48410030001. Last accessed 19th May. FIG 5 - Antonio. (2013). furore. Available: http://500px.com/ photo/18526819/furore-by-antonio-biancardi. Last accessed 19th May. FIG 6
- G0 PHOTOGRAPHY
FIG 7 - The Sartorialist. (2011). Tetino-Tete. Available: http://tetinotete.tumblr.com/post/11235713616. Last accessed 19th May. FIG 8 - Admin. (2012). Monday Mini Project: DIY Natural Room Scents. Available: http://sowelustudio.com/2012/09/10/monday-miniproject-diy-natural-room-scents/. Last accessed 15th May. FIG 9 - Vince Cavataio. (2011). Perfect Wave At Pipeline. Available: http://fineartamerica.com/featured/14-perfect-wave-atpipeline-vince-cavataio.html. Last accessed 15th May. FIG 10 - Maris Calahan. (2014). Distressed wood floors. Available: http://www.sheknows.com/home-and-gardening/ articles/1005237/four-flooring-trends-to-watch. Last accessed 15th May. FIG 11 - faycop. (2008). Cork Texture. Available: http://faycop. deviantart.com/art/Cork-Texture-94402892. Last accessed 15th May.
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FIG 12 - Blurino. (2011). The Lake [Italy, Dolomites]. Available: http://500px.com/photo/62041603/the-lake-[italydolomites]-by-blurino. Last accessed 19th May. FIG 13
- G0 PHOTOGRAPHY
FIG 14 - Theresa. (N/A). untitled. Available: http:// browneyesblueskies.tumblr.com/post/43176507033. Last accessed 18th May. FIG 15-18 - G0 PHOTOGRAPHY FIG 19 - Jake Applebee & David Reed. (n/a). Ben Howard. Available: http://crackmagazine.net/music/ben-howard/. Last accessed 25th May. FIG 20 - Krista. (2012). {PREMIERE} “if you go home alone” . Available: http://www.thisisourjamdc.com/2012_09_01_archive.html. Last accessed 25th May. FIG 21 - BenHowardVEVO. (2012). Ben Howard-Making the album cover. Available: https://www.youtube.com/watch?v=eFKn6d6fZPs. Last accessed 25th May. FIG 22 - Krista. (2012). {PREMIERE} “if you go home alone” . Available: http://www.thisisourjamdc.com/2012_09_01_archive.html. Last accessed 25th May. FIG 23-28 - G0 PHOTOGRAPHY FIG 29 - Riverside Nyelvstúdió. (2013). Balaton Sound. Available: http://amazenglish.blogspot.co.uk/2013/07/popularfestivals-of-hungary-i.html. Last accessed 27th May. FIG 30 - n/a. (2014). What is the exact location of the festival? . Available: http://www.sziget.hu/balatonsound_english/ info/map. Last accessed 27th May.
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FIG 31 - Hajni Kovacs. (2011). Lake Balaton. Available: http:// blog.ibs-b.hu/2011/08/29/lake-balaton/. Last accessed 27th May. FIG 32
- G0 PHOTOGRAPHY
FIG 33 - Shawn Mullins . (2013). Fly Boarding for 30!. Available: http://321delish.com/2013/01/31/fly-boarding-for-30/. Last accessed 28th. FIG 34 - AT. (2012). Apple Logo. Available: http://archiveteam. org/index.php?title=File:Apple-logo.jpg. Last accessed 28th May. FIG 35 - Rene Ritchie. (2014). iPhone6. Available: http://www. imore.com/iphone-6. Last accessed 28th May. FIG 36 - n/a. (2012). Making your brand the hero. Available: http://herocreative.wordpress.com/. Last accessed 29th May. FIG 37 - Jennifer. (2014). Afternoon Eye Candy. Available: http:// theberry.com/2014/03/12/afternoon-eye-candy-brunette-hotties-34photos/hot-brunettes8/. Last accessed 29th May. FIG 38 - n/a. (2014). Menswear. Available: http://www.hypedirect. com/mens-c16. Last accessed 29th May. FIG 39 - Nita. (2013). Golden plume juice. Available: https://www.etsy.com/uk/listing/93497331/ fathers-day-mens-personalized-gold-or?share_ id=18202984&hmac=fe083b33b937f6a9bb3c265b19060248523b3124&utm_ source=Pinterest&utm_medium=PageTools&utm_campaign=Sh. Last accessed 29th May. FIG 40 - Hudrokhoos. (2013). mens style. Available: http://mondedes-hommes.tumblr.com/post/56925740913/hudrokhoos. Last accessed 29th May.
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FIG 41 - N/A. (2013). The Rise of Men’s Accessories. Available: http://blog.beckandboosh.com/tag/man/. Last accessed 29th May. FIG 42 - Hudrokhoos. (2013). mens style. Available: http://mondedes-hommes.tumblr.com/post/56925740913/hudrokhoos. Last accessed 29th May. FIG 43 - Market86. (2013). Thai Silver Male Bracelets DIY Chrome Hearts Style Cruciate Flower. Available: http://www.market86.com/ jewelry/bracelets/men-bracelets/thai-silver-male-bracelets-diychrome-hearts-style-cruciate-flower.html. Last accessed 29th May. FIG 44 - Blurino. (2011). The Lake [Italy, Dolomites]. Available: http://500px.com/photo/62041603/the-lake-[italy-dolomites]-byblurino. Last accessed 19th May.
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HOW FAR WILL YOU GO?
FIG 44