YCN SWAROVSKI Attract the next generation of Swarovski fans Swarovski are interested in reaching a new younger audience (20 – 30 year olds) primarily targeting young urban UK females who love their jewellery, like to keep up with the latest trends and fashion, and want to express themselves through their jewellery. Creatively demonstrate how you think Swarovski can relevantly and powerfully engage their rashion range with younger UK consumers, You are free to explore all marketing channels, demonstrating the media and environments that you think the target audience will be most receptive to messaging and engagement. You can consider all elements of marketing, PR, advertising, in-store applications, point of sale, packaging, social media, experiential ideas and everything in between. “Evolution never ceases. Reforms in one area lead to further reforms in other areas. One must, however always be alert to the opportunities”.
EDDIE COOPER & MITCH WEAVER
SPECIFIC CONTENT
WHAT IS THE PROBLEM ? 1. Their product does not reach a younger female audience. 2. Keeping up to date with contempory fashion trends within the UK. 3. Their history does not reflect the current Brand Identity.. 4. Lacking a visual campaign to raise awareness of the brand. 5. The brand has consistently developed and targeted towards a similar audience for a number of years > break away from it.
WE INTEND TO PERSUADE / DIRECT / PROMOTE TO ... An audience of young female fashion designers aged ( 20-22 ).
... A GROUP OF ... ... THAT Swarovski’s brand and identity is not solely aimed at a much older generation of audience.
IN ORDER TO ACHIEVE THIS I WILL PRODUCE ... - Re-brand & re-model the store. - Re-package a product - Promotional material around the campaign
THIS WILL BE PRODUCED ...
* Print based media ( Adverts, promotion, P.O.S, wallpaper ) - Foil Blocking ? - Embossing ? * Packaging * Editorial - Catalogues of product range ?
Swarovski - “Attract the next Generation of...” BRIEF Re-brand and redesign packaging for a Swarovski product range. Taregtting young female fashion designers ( 20-22 years old ). Alongside a promotional campaign to re-model their stores. BACKGROUND / CONSIDERTIONS * History - silver crystal society * Existing Brand Identity - How it could be altered ? * Target audience * Conceptual + Brand research within the fashion identity * Stock / Colour / Type / Print Finishes
MANDATORY REQUIREMENTS DELIVERABLES INTERIM DEADLINES SUBMISSION DEADLINE 27 / 03 / 2012
VISUAL REFERENCE
*GEOMERTRY *PATTERNS *CALLIGRAPHY *TYPE
VISUAL CONCEPT
BRAND
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