LAZY OAF
AUDIT
Lazy Oaf have already collaborated with many other popular brands, which would help the festival by reconnecting their contact and bringing exciting products and activities to the festival. It would also bring the brand a wider recognition from fans of the bands/ artists that will play at the festival and also the promotion that will be put around on social media and around London. The festival will be promoted on the brand’s social media accounts such as Instagram and Facebook. It will also be advertised on the London Underground, as well as in free London newspapers and supplements. Recognition will also be gained from the bands and artist promoting the festival on their social media accounts as well.
proposal
The purpose of this audit is to propose the idea of the Lazy Oaf Festival event - ‘Lazy Land’. It will be a one day music festival on the 22nd July 2017 based in Victoria Park, London. It will not only have popular bands and artists performing, but lots of fun activities throughout the day such as fairground rides and hair braiding. Food and refreshments will be available throughout the day from some of London’s favourite independent food and drink brands such as KERB street food.
I believe a branded festival would be a really exciting next step for the label. Now the brand has grown to where it is today, I tried to think outside of the box for something bigger and different from what Lazy Oaf have already achieved and do.
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I chose the location of Victoria Park in London as I believe it’s an ideal location for a summer festival. It is the location of other festivals such as Love Box and Field Day, so people will be familiar with how to get there. I believe a park is also a fitting location for the brand, as their customers and target audience is young people, who in the summer months mostly like to spend their time outside, enjoying the weather. The date I have chosen for the festival is Saturday 22nd July 2017. It is a day that no other festival is already booked on. It is also at the weekend during the school holidays, so the maximum amount of people would be able to attend without having other commitments. The weather is most likely to be really good at this time of year as well, which was something to consider having the festival in a park outside.
about the brand
Lazy oaf was founded in 2001 by Gemma Shiel. The brand started off with men’s tshirts printed in Shiel’s dad’s garage, and sold on a market stall in Spitalfields. Lazy Oaf is described as a brand that designs bold clothing and accessories for women and men. Their collections are always ‘notoriously colourful, cartoon focused and with an element of weirdness.’ Lazy Oaf are not trend driven, but ‘focused on their unique directional vision referencing streetwear and youth culture’. - Quotes from lazyoaf.com Lazy Oaf’s first store was opened in Kingley Court in Carnaby Street, London in 2006. It was only opened at a temporary store at first but ended up staying there until 2010, where they moved to a new store in Fouberts Place, London. Lazy Oaf moved their flagship store again in 2012 to Ganton Street, London where Lazy Oaf still reside today.
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Lazy Oaf’s first collaboration was in 2010 with Underground Shoes. The collaboration was a huge success, selling out multiple times. This was the beginning of many collaborations for Lazy Oaf, having now collaborated with the likes of Kickers, Nasty Gal, ‘Don’t Hug Me I’m Scared’ and most recently, their Disney collaboration. Lazy Oaf as a brand are doing extremely well. They have grown immensely over the years from when they were founded, and always find a way to stay current. They are also very active on their social media accounts; their instagram account being their most active and followed. Next being Facebook, then Twitter and Pinterest.
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Instagram Twitter Followers - 135K Posting once a day Post Reach - 200 to 2K likes
Followers - 536K
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Posting twice a day Post Reach - 6K to 20K likes
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Followers - 27.2K Posting once a day Post Reach - up to 200 likes and retweets
social media presence
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Ban.do is a lifestyle brand founded in 2008, specialising in gifts and accessories based in Los Angeles, USA. They also sell bright and fun clothing often with slogans and patterns on them, as well as beauty and skin care items.
key competitors
They could be a competitor to Lazy Oaf as they have a wider range of products available to a larger audience; the USA, as well as being stocked on ASOS and John Lewis in the UK. Their products have a similar style to Lazy Oaf; fun slogans, cartoon elements and bright colours. They have over 400 thousand followers on Instagram and 58 thousand followers on Facebook.
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The Ragged Priest is a UK clothing brand founded in 2007. The brand began by customising denim garments, and have now grown into a popular clothing brand, stocking slogan t shirts, dresses and accessories. The brand could be a competitor to Lazy Oaf as they are a also a UK based unique clothing brand that stocks clothing inspired by streetwear and youth culture, as Lazy Oaf also do. The brand is also stocked on ASOS and boasts over 200 thousand followers on Instagram and over 20 thousand on Facebook.
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Illustrated people is a UK womenswear brand established in 2003. It began as a local t-shirt collection and has grown into a more developed clothing brand, which now sells a larger array of clothing. They also collaborate with other brands and are stocked in Topshop too. Their clothing style can be described as streetwear inspired too. The brand have over 40 thousand followers on instagram and over 10 thousand on Facebook and are growing quickly.
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SWOT analysis Strengths
Lazy oaf have many strengths as a brand. Starting off as a small independent printed t shirt stall in a market, they have now grown into a widely recognised menswear and womenswear brand. They now ship worldwide from their online store, and have collaborated with globally recognised names such as Disney and Warner Bros. As a brand, they are always quick to see what is popular with today’s youth culture and collaborate with brands they know their target audience also love. They then create truly innovative, fun and good quality products and garments that always sell extremely well.
Opportunities
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Weaknesses
Some weaknesses that could be picked up on the brand is that they haven’t taken a larger step forward in a while. They do put on events and have new collaborations coming out more often in the recent years, however they haven’t yet done something that’s different and bigger. It could be argued that doing collaborations is a little bit repetitive now for the brand, and they could do something that brings a wider attention to Lazy Oaf and brings in more custom.
I believe that the opportunities for the brand are quite wide. Now they have grown so much as a brand, they can afford to do something bigger for the brand. This is why I came up with the idea of the festival, as it would be an event that would appeal to their target audience and create a buzz around Lazy Oaf, therefore creating more custom for the brand.
Threats
Threats for Lazy Oaf could include their competitors coming up with equally or more creative ideas to promote their brand. For example, Illustrated People have recently collaborated with celebrity singer Charli XCX, which would have create a buzz around the brand from fans of the singer. This is why I believe Lazy Oaf should create their festival, as it would bring them a lot of publicity.
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Oscar Scheller
the BIG idea
The location I have chosen for the festival is Victoria Park located in East London. I have chosen this location as I feel like an outdoor location suits the Lazy Oaf brand perfectly. Many of their editorials and shoots are done outside and nature is something that the brand seems passionate about, as do their consumers. There is also more opportunity to do activities outside as well, such as funfair rides and amusements. Additionally, this park is used for other festivals so people will be familiar with the location and know how to get there.
My idea is a one day Lazy Oaf festival, named ‘Lazy Land Festival’. ‘Lazy Land’ is a term that the brand have used for quite a while; they have used it on their garments, and also when they have taken the brand to Japan. The date I have chosen for the festival is the 22nd July 2017 and doors will open at 10am. I have picked this date because I feel like it is adequate time to prepare for the festival. Also, the artists and bands that I have picked for the festival will still be relevant for the festival this year. Not only this but as I have picked an outdoor location, it will most likely be the best weather at this time of year. Also, as Lazy Oaf’s target audience and customers are young people aged 15-21, people who are still in school or education will be off for the summer at this point.
I have done some research into music artists and bands that would be suitable to play at the festival and would fit the Lazy Oaf brand. I have also decided that there would be two stages at the festival; the main stage called the Rainbow Stage and the additional smaller stage called the Fluffy Stage. I chose these names for the stages as I felt like they were cute and weird, which reflects the brand well. The artists headlining the Rainbow Stage would include Tame Impala, Honne and Jack Garratt. They are all really
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popular bands and artists whose sound I think would sit well within a Lazy Oaf branded festival. Other artists playing on this stage would include Lapsley, Warpaint, NAO and SHURA. I feel like they are a good range of artists, yet their sounds would fit well together. On the Fluffy Stage the artists and bands playing will be Sleigh Bells, Rat Boy, Nina Nesbitt, Oscar Scheller, The Wytches, Let’s Eat Grandma and Dream Wife. All of these artists I believe would fit well within the festival as well, and a lot of these artists have also worked with Lazy Oaf in the past. Overall, I feel like I’ve picked a good range of artists to appeal to the Lazy Oaf audience and also bring in other audiences too. 21
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In terms of food and drink, I have researched into a range providers and also made sure that I chose independent providers as well as I feel like this would fit well with the Lazy Oaf brand. Some food providers I have chosen are Luppolo Pizza based in East London, KERB street food from Camden, Vicky’s Donuts handmade donuts from Hackney, Joey’s Kitchen Vegan Food, Hoxton Beach Vegan, Smoke Stak, Blu Top Icecream and Breddos Tacos. I feel like with the food I have chosen a range of food providers to cater for all people. Some drinks providers I have chosen are Lizard Lounge Cocktails, BrewDog and VooDoo Rays (food & drink).
For activities, I have looked into companies that provide services that I think would suit the festival perfectly. Firstly I have picked the Braid Bar located normally in Topshop Oxford Street, who do an array of amazing braids on people’s hair. I have also picked the Glitterbox, who provide professional face paint and glitter makeup for adults. I have also looked into Funfair Hire UK, who hire out funfair rides to events such as Carousels and Big Wheels. Additionally I looked at a company who make custom bouncy castles, JB Inflatables. I thought it would be really cool to get a Lazy Oaf bouncy castle made for the festival. Another company I looked at is Buttercup Bus VW Photobooths, who provide Volks Wagen mini buses that are transformed into photobooths. All of these activities I feel would be really fun for the festival and give it a unique edge. I also feel like they would reflect the brand too. 23
In terms of promotion and gaining awareness, the festival will be promoted on Lazy Oaf’s social media accounts such as Instagram and Facebook. The event will start to be advertised from the beginning of January 2017. It will be revealed first on the Lazy Oaf website and subsequently on all of their social media accounts. It will be promotied on all social media every month leading up to the festival. To keep buzz around the festival at its peak, the line up will be announced in stages. For example Tame Impala and Jack Garratt would be announced first, alongside when the first ticket release is. Then Honne, Sleigh Bells and Lapsley will be revealed and so on. This will keep ticket sales high throughout the months leading up to the festival, rather than announcing them all at the same time and only having one peak. When there is 7 days to go, Lazy Oaf will start posting special countdown pictures on their social media; revealing food/drink brands that will be at the festival as well as what activities will be there too. It will also be advertised on the London Underground, as well as in free London newspapers and supplements such as Stylist to raise awareness around London, where the festival will be based. Recognition will also be gained from the bands and artists promoting the festival on their social media accounts as well, bringing a wider audience to the festival who many have not heard of Lazy Oaf before.
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conclusion
In summary, I believe that the Lazy Land Festival will be an innovative and attractive next step for the brand. It is an event that I feel would appeal greatly to the audience of Lazy Oaf. Not only this but also to the fans of the artists playing at the festival. It would draw in a wider audience of people and would generate publicity and interest for the brand. I feel like it would be an event that is realistic for Lazy Oaf to hold, due to their brand growth over time. They have also had a lot of collaborations with widely recognised brands such as Disney and Looney Tunes, which in turn, would have gained them even more recognition. Many of the bands and artists I have chosen have previously worked with Lazy Oaf, which would make them more likely to want to perform at the festival. Also, the genre of bands and artists I have chosen fits well with the brand and visa-versa. With promotion on the social media accounts of Lazy Oaf and the bands/artists on the list, as well as promotion in newspapers and supplements, I believe that the festival will be a hit with people and do extremely well.
This is an example of a Festival Map that would be included in the festival programme and featured around the festival. I managed to find a shape of Victoria Park, which helped me to work out where everything could be placed within the festival.
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bibliography
Title Page Image: https://s-media-cache-ak0.pinimg.com/originals/ea/b2/91/eab291365fa7b031c92e8a29fe279fa8.jpg 1: https://www.flickr.com/photos/alltherage__/ 2: https://uk.pinterest.com/pin/448037862914967717/ 3: http://media.lazyoaf.com/catalog/product/cache/1/ small_image/9df78eab33525d08d6e5fb8d27136e95/a/u/ autumn_mens_01.jpg 4: instagram.com/lazyoafs 5: instagram.com/lazyoafs 6: instagram.com/lazyoafs 7: instagram.com/lazyoafs 8: lazyoaf.com/story 9: instagram.com/shopbando 10: http://www.shefinds.com/collections/ban-do-just-releasedtheir-first-ever-clothing-line/ 11: https://d8kqh919o5vqj.cloudfront.net/eshop/images/M/ BanDoLogo.png 12: instagram.com/theraggedpriest 13: http://images.asos.com/brandlogos/theraggedpriest2015/theraggedpriest2015.jpg 14: https://theraggedpriest.com/category/on-our-radar/ 15: http://static.wixstatic.com/media/476552_326fcbd9b2514a5194b090078941518b.png_srz_980_543_85_22_0 .50_1.20_0.00_png_srz 16: instagram.com/illustratedpeople 17: http://celebmafia.com/charli-xcx-illustrated-people-2016-628466/ 18: https://uk.pinterest.com/pin/448037862914967695/ 19: https://www.facebook.com/lazyoaf/photos
20: self created image 21: http://www.lazyoaf.com/story/ wp-content/uploads/2016/11/OSCARDISNEY-1197-1441x1920.jpg 22: instagram.com/vickysdonuts 23: https://uk.pinterest.com/ pin/353954851940097979/ 24: psd mock up - template from behance 25: psd mock up - template from behance 26: self created image 27: lazyoaf.com/story 28: https://www.facebook.com/lazyoaf/ photos
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