Megan Oliver.
CREATIVE BRAND STRATEGY
HALSTON
Content: 03-04 - Brand Strategy. 05-08- Collaborative Partner. 09- Repositioning Map.
10- Channels of Brand Communication. 11-12- Target Consumer.
13-14-Brand Identity. 15-16- TouchPoints.
BRAND STRATEGY.
03-04.
------ The silver econogy is still glamorous.
------- Halston women are strong and indepentand.
For the brand relaunch in 2020, Halston will take a whole new revamp and strive for success. Halston is now a mature brand with a target market of 45+in hopes to unveil the true beauty and glamour of what is known as “ the silver economy�.
The new vision and values Halston holds are that women with white, grey or silver hair are still sexy, they can still show skin, then can still dress up. They deserve to still feel beautiful too. Before, Halston was all about apprecating women for their business mind-sets, hard-work, but also their sexiness and glamour. This should continue but evolve and include women of age.
COLLABORATIVE PARTNER.
E
Below is Lauren Hutton photographed in Halstons clothing back in the 70ths. Hutton embodied everything a ‘Halston girl’ was; she was cool, gorgeous, sexy and confident and all these things are still words we would use to describe her as today. Even at the age of 74, Hutton continues to shine.
05-06.
Lauren Hutton.
Lauren Hutton. 2020 face for Halston.
Collaborative Partneer 07-08 Lauren Hutton has been selected as the collaborative partner for Halston 2020 for numerous reasons. Not only has she been flaunting off all her assets in original Haslton garments in the 70’s, but she still remains to have the ‘Halston girl’ aesthetic today, Hutton relocated from southern USA to New York in her early adulthood to continue her modelling and acting career. Therefore, Hutton has spent her life being a city girl, which is what Halston is about. In 2005, Lauren
posed nude for Big magazine which was entirely dedicated to her career when she was 61 years old. She said “I want them [women] not to be ashamed of who they are when they’re in bed. Society has told us to be ashamed ... The really important [thing] is that women understand not to listen to a 2,000-yearold patriarch al society.” This proves that Lauren has the same views that Halston has and wants to portray which are why she is the perfect women to resemble Halston and the new Silver market.
REPOSITIONING MAP. Prestige Price
Mass Market
Exclusivity
Affordability
vity
CHANNELS OF BRAND COMMUNICATION. Identity: Halston,
Messages: Silver Glamour - reinforcing the message that older women are still as glamor
Printed Matter: Billboards in Times Square. Magazine Spreads.
Media: PR packages sent to celbrities. Coverage on social
media sites like Instagram, Twitter. Instagram is where short videography can be posted. Online website that can be easily accessed from mobile phones, tablets and PC.
Arciteture: New york / London. City/Upper
Class. Salone street. Lots of marble and white. High security with a doorman.
Products/Services: Clothing, Shoes, Perfume, sleek plain white boxes.
T A R G E T C O N S U M E R
The target consumer is of the age of 45 and over. The ‘silver economy’ is a name created by society to differentiate the older consumer. Charictaristics of the silver consumer include confident, independent women who have strong politica views, live or have spent a lot of their life in and around the city ad still enjoy to dress as glamorous as they did in their youth. Halstons old consumer loved to go out in studio 54 and the consumer of 2020 will still enjoy to let her hair down. As a luxury brand with premium prices, the consumer will inevitably have to be very wealthy.
BRAND IDENTITY.
Below is the brand identity of the origionl Halston. Halston was fun, young, flirty, and sexy. Thebrand embodied hardworking, independant women who loved fashion but needed something easy to go from work to fun and Halston gave them just that.
1970’S
2020
The logo will also stay the same, as it is a strong symbol. The key difference is that Halston is now making dresses for the silver economy meaning that the fun and sex elements are toned down and the glamour, luxury and glass is intensified.
Halston of 2020 will incorporate some things of the 70s and also evolve into its own new identity. Key parts like the glamour, sexiness and city girl will remain true to the core of the brand.
SILVER GLAMOUR
TOUCH Online (Touchponts)
Owned Media - B2C websites - Mobile website - Mobile app - Tablet app - Email
-Campaign sites -Social Media
Bought Media -Advertorials (Magazines) -Editorials -Banners
Earned Media -Social media -Blogs -News
POINTS Offline (touchpoints)
Channels
Bought: Mass Media
-Brand Stores
-Print Ads
-Pop-up Store
-Advertorials
-Consessions in high retail
-Public space (Billboards- Times
stores
square as it is based in NY) -Sponsering
Owned: Business to Business
-Yearly Report -Own Publication
Owned Media Overig
-Own Events -PR Packaging -Empolyees -Call Centre
HAL
ALSTON
By Megan Oliver.