REBECCA PHOENIX GEORGIA WYKES ABIGAIL WILSON ASHLEE BLOOM JEMIMA STONES
CONSUMER INSIGHT
HOW DO THEY SEE THEMSELVES? DO THEY PORTRAY THEMSELVES IN A DIFFERENT WAY?
IN STORE DISPLAY?
-
POPULAR?
AGE RANGE?
- NOT AT EYE LEVEL + NOT HUGELY POPULAR - SALES BOOSTED AT CHRISTMAS - MAIN SALES ARE FROM CONSUMERS AGED 30 AND ABOVE - MAIN AGE RANGE, LOVE THE SHAPEWEAR FEATURES
INTERESTING AS PP AIM RANGE AT 16-25 NOT HITTING RIGHT MARKET MAYBE YOUNG PEOPLE AREN’T AWARE OUR VIDEO/STRATEGY WILL CREATE AWARENESS TO YOUNGER AUDIENCE
- A NIGHT IN ASSOCATION WITH PRETTY POLLY – - ’ SHAPE IT UP’ TARGETING 18-25 CONSUMER - FEMALE DJ’S AND GIRLS DANCING IN TIGHT - FUN FRUITY DRINKS AND BOWLS OF SWEETS - LINKS CONFIDENCE AND FUN WITH THE BRAND
- ORIGAMI FOLDED GIRLS IN TUTING POSE - COLOURS OF THE SHAPE IT UP RANGE - MIMICS THE ‘SHAPE IT UP’ MOTTO - FUN/QUIRKY/DIFFERNT/MYSTERIOUS - ‘UNFOLD ME’ TO REVEAL THE EVENT INVITE - SENT OUT TO A RANGE OF PRESS/BLOGGERS ETC - SENT WITH A PAIR OF THE TIGHTS - CREATE A HYPE AND CONVERSATION AROUND THE BRAND
- TO KEEP THE PUBLIC INTERESTED IN THE BRAND LAUNCH & CREATE A BUZZ - PRIZE COLLABORATION WITH ASOS - SENDING IN A PICTURE OF THE TIGHTS STYLED WITH AN OUTFIT - PROMOTES INDIVIDUALITY, ORIGINALITY + CREATIVITY AND EMBRACING ONESSELF - FB AND TWITTER HASHTAG CONNECTS LOVERS OF THE BRAND - GIVING SOMETHING BACK TO THE LOYAL CONSUMER - WE WANT TO KNOW HOW PEOPLE WEAR THEM
@prettypollylegs
INITIAL THOUGHT PROCESS GETTING READY
MAINLY MALE
YOUNG GIRLS GOING OUT TUTTING – CATCHY, IMPRESSIVE
CALL ON ME – DANCE STUNT
CLICHÉ? CATCHY VIRAL VIDEO – CUP SONG
‘SHAPE IT UP’ – MOVEMENT, DANCE, SHAPES
SHAPING IT UP SAME TARGET AGE RANGE AS PP
UPCOMING BRAND
- VIDEO OF GIRLS ‘TUTTING’ – IMPRESSIVE, PEOPLE WILL WANT TO SHARE - LITERALLY SHAPING IT UP - SHOT ONLY TORSO – NO FACES – MYSTERY – WHO ARE THEY? - FUN STYLING – YOUNG VIBRANT – EMBRACING BODY - COLLAB WITH COLOUR XTREME – COLOURS OF PACKAGING – HAIR/JEWELLERY - COLLAR WITH FFC – DANCERS - END – REVEAL SHAPE IT UP
http://vimeo.com/63782434