12 PEOPLE Market Report Fashion Product Development Communication Charlotte Emerson Fashion Communication Level 6
Contents Executive Summary & Aims and Objectives SWOT 12 PEOPLE PESTLE 12 PEOPLE Consumer analysis Competitors KINFOLK Competitors HUMAN BEING Brand analysis Communication Strategies Summary Quotes
Executive Summary 12 PEOPLE published by Ouur is a new fashion and lifestyle magazine that provides everyday people with a unique perspective. A publication based on ‘The Real F a s h i o n’ u n l i k e a n y o t h e r f a s h i o n m a g a z i n e . We d o this by interviewing and talking to real people with real problems, we dive deep explaining life changes and personal challenges and the expression of faith through fashion. Images and films are demonstrated to inspire and show off individual style in an unusual and d i f f e r e n t w a y.
Aims and objectives This publication was created to inform and inspire a new audience. An audience who are interested in faith, fashion and lifestyle. Our objective is to deliver something different and inform the audience to help them learn something new from each issue of the magazine. Only talking to real people gives us a individual view for our customers to relate to. Published by Ouur publishers which is based in C openhagen. It will be released bi-annually at f irst and with time and income the magazine will move to a seasonal 4 times a year publication. O n c e y o u b u y i t o n c e , y o u w o n’ t b e a b l e t o m i s s a n issue ever again. A pick up and never put down type of magazine.
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12 PEOPLE Strengths - Gap in the market for a Christian fashion magazine - Relatively inexpensive start-up cost if digital format - Wide audience (No age specification) An attitude ideal - Inspirational photography and timeless stories will turn the magazine into a keep safe. - Niche, nothing else like it in the market - Unique content to any ot her fashion magazines
We a k n e s s e s - Niche, not well known - Could be perceived as only to a faithful/Christian audience - Competition exists in our niche from bloggers providing free content - Minimal start-up revenue may hinder elements of promotional campaign
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Opportunities - Expanding to our own cafes with sales of the magazines in shop - Involvement in local events will increase market presences and brand awareness - If the magazine can manage the digital and social media space effectively its customer base will increase -The magazine will stick to the local favour the magazine can gain more popularity
Threats - Ve r y c o m p e t i t i v e e n v i r o n m e n t which contains several big brands - High failure rate for start-up magazines - Maintaining resources - Ability to generate upfront cash to fund launch party and marketing campaigns.
12 PEOPLE Political - Spending review impacts British society and politics for years to come - Brexit could affect people wanting to travel, could affect the selling of a lifestyle magazine. - Distribution outside of the UK could be harder because of Brexit
Economic - Printing costs rise and fall could make it more or less expensive to produce and make profit - Eco-friendly paper and ink costs - Recession in Europe could mean people have less disposable income to buy magazines - Change in exchange rates making it more difficult to share and distribute worldwide
Social - Increase in the number of working mothers, affecting the free time of magazine reading - Animal right movement, less interested in fashion and lifestyle and more interested in a n i m a l m o v e m e n t ‘ We d o n’ t l i v e t h e l i v e s o f E s k i m o s . We d o n’ t need to kill animals for fashion. - C h a r l i z e T h e r o n’ - Growth of creative population meaning more consumers are being mindful to buy publications - Social behaviours towards types of faith and Christian belief
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Te c h n o l o g i c a l - New social media sites, meaning no use of paper magazines - Internet makes it easier to distribute worldwide - The enhancement to manufacturing technology to produce the magazine - Provides the consumer with easier payment options paypal for example Legal - Changes in advertising laws. e x a m p l e ; I f a n a d v e r t i s n’ t h o n e s t a n d t r u e i t i s n’ t l e g a l - Any tax policies changes - Employment laws, could undercut the employment of people - Employees should sign a confidentiality agreement to keep certain information like upcoming news a secret until a release date
Environmental - Effects of global warming can make customers want to purchase sustainable products only - Growing environment agenda and community awareness - Identify eco opportunities to market new sustainable
12 PEOPLE Consumer Profile The typical 12 People consumer is likely to be a woman with a relatively high income. She is between the ages of 20-35 with a part time/full time job in a business she loves. She enjoys, culture, fashion, lifestyle magazines and may have an interest in religion, ethics or world views. This woman spends her spare time shopping, reading, activities with family and friends and cooking. She is up to date on technology and is active on social media platforms such as facebook and instagram.
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Kinfolk The Kinfolk look is a rusticchic sophisticated magazine that can make you turn any Mason jar into a centerpiece. A tiny magazine, based behind a bodega o n P o r t l a n d ’s N o r t h e a s t M L K , h a s conquered the world of lifestyle.
copies per issue of a magazine containing not one word of Japanese. Williams and company launched a full-scale Japanese edition in June, 2013.
The magazine also publishes editions tailored to Russia, Korea, Nathan Williams started Kinfolk and China, fully translated with when he was practically a kid. locally relevant inserts. With its Williams, now 27, hatched the high cover price and total lack magazine in 2011, his final year of ads, the magazine completely of college, with his wife Katie and i n v e r t s i t s i n d u s t r y ’s t r a d i t i o n a l two friends. The team plotted a business model. magazine that would break the “millennial” mold—which they The magazine orchestrates associated with bar hopping family-style dinners, honey and clubbing—in favor of what harvests, nose-to-tail pig W i l l i a m s h a s s i n c e c a l l e d “c a s u a l butchery workshops, and the e n t e r t a i n i n g .” “ I ’ m n o t i n t e r e s t e d like, around the world. It vets a i n n a m e c a r d s o r c e n t e r p i e c e s ,” “Kinfolk Ambassador” to guide Wi l l i a m s s ay s . “I’m m ore each one. interested in the social elements of entertaining: the people, the Given this international c o n v e r s a t i o n s .” T h e m a g a z i n e ’ s p r o s e l y t i z i n g , i t ’s h a r d n o t t o f i r s t h e a d q u a r t e r s w a s a s c r u f f y, t h i n k o f K i n f o l k ’s o r i g i n s a t a tiny student-housing apartment university run by the Mormon a t B r i g h a m Yo u n g U n i v e r s i t y Church. Even so, Kinfolk is Hawaii. definitely not faith-based: the magazine covers coffee and Kinfolk enjoys a rabid following, alcohol, both traditionally off selling 55,000 copies of one limits for Mormons. “Maybe it r e c e n t i s s u e ( a t $ 1 8 p e r c o p y, n o i n f l u e n c e s u s s u b c o n s c i o u s l y ,” less). But beyond the newsstand, W i l l i a m s s a y s . “ B u t w e a r e n’ t its signature aesthetic is changing pushing that sort of information the design world. “Whenever we o n o u r r e a d e r s a t a l l .” have a photo shoot, I get a lot of that soft focus and overhead K i n f o l k ’s w e b s i t e a t t r a c t s a b o u t s h o t s o f t a b l e s ,” s a y s K a t e 175,000 unique visitors per Bingaman-Burt, a Portland State month, and a branded cookbook assistant professor in graphic published last fall has already design. “Kinfolk totally owns sold over 70,000 copies. The t h a t a e s t h e t i c .” T h e m a g a z i n e defining lifestyle magazine of a tapped a vein of enthusiasm in generation may be tucked behind Japan, selling as many as 14,000 a Portland corner store.
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Kinfolk Strengths - Strong social media standing - Unique content for a wide audience - Range of creative people on each issue - Large following within a short amount of time - Publishes editions tailored to Russia, Korea, and China - Popular cook book alongside its lifestyle magazine - Paper quality and stock - Founding members passionate about Kinfolk and the minimalist lifestyle.
We a k n e s s e s - On the more expensive side for a lifestyle magazine - Vi e we d a c onspi r a c y to b e a certain way to live a better life - A certain aesthetic throughout every issue - No app so only online and printed versions - Only 5 years old, so still in development
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Opportunities - An app for another way of sharing or viewing content - Ev e nt s , a s t h e y p r o m o t e ‘s l ow living’ they should show this with a live audience - Collaborations with other magazines or film content - Involvement in local events will increase market presence and brand awareness - Experimentation for new ideas within the magazine, showing new content, people involvement and projects
Threats - Competition of new and upcoming lifestyle magazines - Large team from all around the world could slow down the production time - Still a niche frame, more likely to be pushed back for more new and niche brands - The marketing tactics are being increasingly filtered or penalized by the search engines
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Human B eing Human B eing is the publication and design studio inside Need Supply Co. They produce a biannual print magazine, Human Being Journal, and offer clients a range of branding, creative, editorial design and insight services at the intersection of fashion and culture. We a r e i n t e r e s t e d i n t h e Human: the genuine stories and experiences behind goods bought a n d s o l d . We b e l i e v e i n h o n e s t y, smart systems, beauty and good. The journal is distributed worldwide in both English as well as in Japanese through top newsstands, boutiques and art institutions. Each issue takes an optimistic look at the creative landscape - with an emphasis on process, people and, u l t i m a t e l y, g o o d - t h r o u g h t o p n o t c h p h o t o g r a p h y, w r i t i n g a n d illustration. The current issue, Babel, explores the post-boundary zeitgeist in which good is more important t h a n d i f f e r e n t . I t ’s N i c e T h a t names the issue one of its very favorite magazines of 2014. Their upcoming sixth issue, In Plain Sight, is in partnership with fashion label, Soulland.
This issue, has visits with Tr u c k F u r n i t u r e i n J a p a n a n d Building block in Los Angeles, an interview with Elmgreen and Dragset, the first Englishlanguage publication from Danish literary sensation Maria Gerhardt, a roadtrip through the most invisible US state, six exceptional Humans and more. A wide range of interesting unusual aspects goes into each issue. Human being has a range of influences such as countries, working people, animals, plants, languages, film photos, posters, colours, bikes and studios. A large interest of different people can access the brand through social media and the website. With all this they focus on art, design, essays, fashion, food, humans and travel. The brand has a sign up system to help people who want to be more informed and involved. This system means you can receive a newsletter and emails with information on the latest news. T h e i r s o c i a l m e d i a i s n’ t a s w i d e and popular as it should be, for example Instagram is one of the most used social media sites, yet t h e y d o n’ t h a v e a n i n s t a g r a m .
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Human B eing Strengths - Large range in subjects such a s A r t , D e s i g n , E s s a y, F a s h i o n , Food, Humans and travel - Publication and design studio - Unique minima l opt imist ic look - Dist r ibut ion to Unite d St ates and UK/Europe - Creative team for the making of the publication
We a k n e s s e s - Lack of resources - Early stages, not a huge following - No social media platforms to promote or raise awareness - Ta r g e t m a r k e t t o w a r d s w o m e n so limiting their readership - No plans to develop new products - $15 per issue is an expensive magazine for not a lot of following
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Opportunities -If the magazine took forward digital and social media space effectively its customer base will increase - Produce the magazine by season and have four a year instead of 2 - Competitions or events could help to create a buzz for the magazine
Threats - Competitors aiming at the same target market - Not well known enough and could fail in a rushed and competitive industry - Sales may not be meeting expectations - Tr a v e l c o s t s f o r t h e t r a v e l p a r t of the magazine could prove too expensive and they could lose that part of the publication
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B r a n d a n a l y s i s T h e 7 P ’s
Product, Price, placement, promotion, people, process, physical environment
Product - The final product will a 60-80 A4 page publication based on Fashion, faith, lifestyle and everyday life. The product will fill a gap in the market for anyone interested in Fashion, Christianity and lifestyle. 12 PEOPLE will open the minds of people who struggle to understand a common factor between fashion and faith. Price - As a bi-annaual magazine, the price per issue is (£8.00). However a subscription to the magazine and a private part of the website would cost (£10) per month. This would cover the making of the magazine and a small part would go to a charity of one of 1 2 P E O P L E ’s c h o i c e . Placement - The magazine would be sold at independant magazine shops and at cafes for reading while the customer has a coffee. The publication sits in the market as a coffee table r e a d . O n e t h a t y o u c a n’ t p u t down easy or let go of. This is why placing it in coffee shops would encourage people to have a look and want to buy it after a few pages in. Promotion - With the magazine there are social media sites such as Instagram and FaceBook to help promote the publications content and any new information. The brand 12 PEOPLE will also have a
twitter account and the website will have links to all the social media sites available to the c u s t o m e r. P e o p l e - T h e a u d i e n c e i s n’ t a age range. It is an attitude. An attitude towards life, fashion, health and Christian faith all wrapped up in one. The 12 PEOPLE in the magazine are of all different types of a g e s , g e n d e r, s o c i a l s i t u a t i o n s for example, married single, divorced etc. Each shoot will be in a different environment an location that means something to the featured person. The comfortable location will relax the model and will help them feel in control. Process - As previously said I am using a different photographer for each shoot I do. With a different team each shoot I will have a range of photos with a little something different each one. The editing of the photos and film will be done by the photographer and myself to match the vibes with the article. Physical environment - Also as previously stated I will promoting the magazine in cafes, so It would be on shelves as a selling point and also as a read while in the cafe without purchasing the product. A method that would bring in customers to the cafe and promote the publication.
Communication Strategies 12 People is a mature influential publication that shows the connection between lifestyle, fashion and Christian faith through 12 individuals. The magazine brings together the unique factor of personal experience. Instagram and other forms of social media play a huge part in the promotional side of representing the brand. Each person will be interviewed about their personal life changes and how they view fashion and the affects on their Christian perspective. This interview will be completely in the models own w o r d s t o g e t a r e a l l y o r i g i n a l o v e r v i e w. The magazine has a website to purchase or subscribe to. With this the publication is positioned in cafes for a free read or purchase. This helps to promote and another source of buying. 1 2 P e o p l e m a g a z i n e ’s p u b l i c a t i o n h a s i n s p i r a t i o n a l lifestyle images influenced by the photoshoots from each featured person. With this the magazine has a few relatable adverts that inspire and motive the target market.
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Summary My mock up publication for this one section on Debbie will approximately be 12/14 pages of the overall magazine. There are only 7 questions asked in the interview however the overall w o r d c o u n t w a s o v e r 2 0 0 0 . T h e p h o t o g r a p h e r, s t y l i s t a n d m o d e l will be credited at the end of the magazine with a special thanks to Debbie for sharing her personal life.
The grey colour palette matches the photos and the general a e s t h e t i c o f t h e p u b l i c a t i o n . Ve r y c r i s p a n d m i n i m a l . There will be separating pages between the large amounts of writing and also between the different people so it is clear when each section is done and the next is starting. There will be photos and art type drawings/painting to separate and conclude the sections. As well as inviting the audience to read more.
Quotes -
Will go on seperating Pages
“When we least expect it, life sets us a challenge to test our c o u r a g e a n d w i l l i n g n e s s t o c h a n g e” - Paulo Coelho “A c h a l l e n g e o n l y b e c o m e s a n o b s t a c l e w h e n y o u b o w t o i t ” - Ray A.Davis “ Wo r r y e n d s w h e n F a i t h i n G o d b e g i n s ” - George Mueller “Faith implies a continuing search, not a necessarily a final answer” - Jimmy Carter “ Tr o u b l e s a r e o f t e n t h e t o o l s b y w h i c h G o d f a s h i o n s u s f o r b etter things” - H e n r y Wa r d B e e c h e r “I say dress to please yourself. Listen to your inner muse and t a k e a c h a n c e . We a r s o m e t h i n g t h a t s a y s ‘ H e r e I a m ! ’ t o d a y ” - Iris Apfel “A s m i l e i s t h e p r e t t i e s t t h i n g y o u c a n w e a r ” - Un known “Freedom is nnot about the size of your cage or power of your wings or non-attatchment to a person or thing. Freddom is a b o u t b e i n g t o t r u l y, m a d l y a n d d e e p l y a t t a c h e d t o y o u r o w n s o u l t h a t y o u c a n’ t b e a r - i f o n l y f o r a m o m e n t - a l i f e t h a t d o e s n ’ t h o n o r i t .” - Andrea Balt “But what if I fall? But darling, what if you fly?” - Erin Hanson “ We a r e w h a t w e b e l i e v e w e a r e ” -C.S Lewis “S om e t i m e s w h at y ou’re m o s t af r ai d of d oi n g i s t h e v e r y t h i n g t h a t w i l l s e t y o u f r e e .” - R o b e r t Te w “ I f y o u d o n’ t l i k e w h e r e y o u a r e , m o v e , y o u a r e n o t a t r e e” - Un known
“If you d o n’ t l i k e where you are, move, you are not a t r e e” -Un known
Bibliography https://siobhanobeirne.files.wordpress.com/2014/07/bookletinside_ sfu.pdf h t t p : / / w w w. k i n f o l k . c o m / g a l l e r i e s / g a l l e r y / i s s u e - 5 - 2 / h t t p : / / w w w. k i n f o l k . c o m / o d e - t o - s u m m e r s - c a t c h / h t t p : / / w w w. i t s n i c e t h a t . c o m / a r t i c l e s / o p i n i o n - k i n f o l k h t t p : / / w w w. s e o b o o k . c o m / s w o t - a n a l y s i s - w e b - p u b l i s h e r s http://humanbeing.co/category/travel/ h t t p : / / b l o g . n e e d s u p p l y. c o m / 2 0 1 3 / 0 9 / 1 8 / h u m a n - b e i n g - j o u r n a l issue-3/ h t t p : / / w w w. a z q u o t e s . c o m / q u o t e / 5 9 8 3 9 9 http://quoteaddicts.com/topic/life-challenges-quotes/ h t t p : / / w w w. g o o d r e a d s . c o m / q u o t e s / 3 6 0 5 8 7 - a - c h a l l e n g e - o n l y becomes-an-obstacle-when-you-bow-to h t t p : / / w w w. p i c t u r e q u o t e s . c o m / f a i t h - i n - g o d - q u o t e s / 2 http://boardofwisdom.com/togo/Quotes/ShowQuote?msgid=372625#. W D W Z I q K LTa Y https://uk.pinterest.com/explore/freedom-quotes/ h t t p s : / / w w w. g o o d r e a d s . c o m / a u t h o r / q u o t e s / 7 8 0 2 4 0 3 . E r i n _ H a n s o n h t t p : / / w w w. g o o d r e a d s . c o m / q u o t e s / 7 1 0 4 0 2 0 - s o m e t i m e s - w h a t - y o u - r e most-afraid-of-doing-is-the-very
Image list Front Cover - Image by Abbie Fisk Photography - 10/11/16 Page 3/4 - Image by Abbie Fisk Photography - 10/11/16 [FIG 17] -Image by Abbie Fisk Photography - 10/11/16 [FIG 18] -Image by Abbie Fisk Photography - 10/11/16 [FIG 19] - Image by Abbie Fisk Photography - 10/11/16 [FIG 14] - https://s-media-cache-ak0.pinimg.com/564x/36/bd/13/36bd130aa80f0caf5c445e0de5d9a421.jpg [FIG 13] - https://static1.squarespace.com/static/5651541ae4b0a58f18513b7d/5652120fe4b03de1aca87807/56521210e4b033f56d280381/1448219153286/_OutsideLandsGirls-2.jpg [FIG 12] - http://www.white-salt.com.au/wp-content/uploads/2016/09/26-4169-post/2016-09-26_0040.jpg [FIG 11] - http://static1.squarespace.com/static/53cbda8de4b09085a6640d02/54c59c45e4b0245fe3c8ee2b/54c59c66e4b0245fe3c8f355/1415279421000/modern-san-francisco-lifestyle-fashion-and-sports-fitness-fashion-photography-lizcaruana-131. jpg?format=original [FIG 10] - http://shannonrosan.com/wp-content/uploads/2013/04/10148-page/lifestyle-fashion-photography-shannon-rosan-00034(pp_w805_ h537).jpg [FIG 9] - https://static1.squarespace.com/static/53cbda8de4b09085a6640d02/53fb867ce4b02099c7d5015d/53fb8c52e4b0ba49d8dd5202/1408994405068/modern-lifestyle-fashion-photography-sanfrancisco-lizcaruana042.jpg [FIG 8] - http://www.abeautifullifephotography.co.uk/uploads/4/0/8/9/40896201/3800348.jpg [FIG 7] - http://samdocker.co.uk/wordpress/wp-content/uploads/2013/11/food-lifestyle-photography-1200x800.jpg [FIG 5] - http://johnhongshotme.com/wp-content/uploads/2014/01/johnhongstudio_kismet_drew_brittany_09.jpg [FIG 6] - http://www.simonwinnall.com/app/uploads/2016/02/0811-CT_ ROADTRIP-1-400x255.jpg [FIG 1] - http://www.kinfolk.com/ode-to-summers-catch/ [FIG 2] - http://studiochoo.com/kinfolk-san-francisco/ [FIG 3] - http://www.kinfolk.com/galleries/gallery/issue-5-2/ [FIG 4] - http://www.sunday-suppers.com/blog/sunday-suppers-kinfolk [FIG 20] - Screen shot from http://humanbeing.co/about/ [FIG 21] - Screen shot from http://humanbeing.co/about/ [FIG 15] - http://www.papersmiths.co.uk/blogs/blog?page=31 [FIG 16] - http://www.itsnicethat.com/articles/human-being-journal [FIG 22] - Image by Abbie Fisk Photography - 10/11/16 [FIG 23] - Instagram Layout exapmle - own photographs by Abbie Fisk [FIG 24] - Screenshots from Mock up Page 29 - Image by Abbie Fisk Photography - 10/11/16