Promotional Plan by Molly Marodeen

An Introduction

The aims and objectives for this project and how I went about my research

The Context A summary of my key insights with pest and swot diagrams

CONTENTS

Issue 09

Excution & Plan Where will we connect with the target audience and what is our message

The Creative concept The brands asethtic and how the creative concept is attractive to the consumer Molly J Marodeen N0580010 Creative Networks Fashion Communication and Promotion FASH 10106

The Big Idea The need for the product and why it is unique and benificial

A Summary A summary of the product and its overall promotion and branding

Appendix Bibliography/ References/Illustrations/ Word Count

. 01

THE OBJECTIVES.

INTRODUCTION. Time and time again the consumerism world is sucked in by the lavish amount of fragrances that are available on the market. Each brand making a different promise to its specific consumer of its many benefits and attributes. From initial research my group and I were able to discover that the objectives for creating a fragrance brand were by firstly working out where there is a gap in the market and how to find a solution to customers needs.

Research shows that ‘growth in the fragrances market has begun to slow in 2014…However launch activity remains strong, with men’s and unisex fragrances receiving an increased focus and gaining momentum (Libby, C 2014 (online). We were able to understand the industry better by looking at current macro and micro trends that are influencing the promotion of current brands and their advertisements (Posner, H 2011 (pg 64). This promotional plan is to show the launch of my groups fragrance brand and the first six months of its promotional activity.

THE AIMS.

CONTEXT.

My key insights were generated by macro and micro trends that are currently part of the marketing environment. Specifically my group and I looked initially at being environmentally friendly, personalization and even the concept of socially drinking. All these factors we used to experiment around with, inserting them into the bulk of our initial ideas.

‘The macro marketing environment refers to the wider situation impacting on all businesses’ whereas ‘the micro marketing environment refers to factors that impact more directly on an organization and affect its ability to operate within its specific market’ (Posner, H 2011 (pg 65-69). Using this approach during the research and planning of the creation of our brand it will reach a wider variety of consumers, as they are interested in present trends.

PEST

& SWOT.

Figure 01. Pest Diagram (Posner, H) 2011 (Noble, I & Bestley, R) 2011

Smoking law that was introduced in 2007 – Reminds people to be more conscious of the way they smell No animal testing – demand for extracted products The fragrance brand needs to meet tax laws and regulations so that no offence is caused – ingredients/packaging Depending on tax cuts people could have more or less money – Therefore could be using their disposable income on buying fragrance

Creating more jobs for people Consumers spend money on luxury items such as fragrance due to a strong economy in the UK The male fragrance market is growing indicating a positive economic market for brands If there’s a recession in the country you’re launching into it’s likely sales will not be high Interest increase, which then goes on to up the price value

Gifting is an important feature in the fragrance market Consumers are aware of how others perceive them, which increases fragrance sales A wider variety of fragrance selection that gives consumers the opportunity to have a personal scent for themselves Generation pass down from relatives continues a loyalty to the brand Consumers are growing awareness of what is in a product

Companies are advertising online due to social networking growth and popularity Modern technology creates new innovations that interest the consumer, as it is something that they have not seen before

A variety of different fragrances on the market Brand names that are already well known allow the consumer to feel comfortable when purchasing a fragrance from the brand Online store availability Unique selling point

A demand for expanding with more products that connect with the brand Provide special offers Global expansion

A growing competition Short shelf life Fragrance having major price discount e.g. Superdrug, The Perfume shop

Figure 02. Swot Analysis (Posner, H) 2011 (Noble, I & Bestley, R) 2011

New fragrance in the perfume industry Specifically targeting one consumer Unique concept seen as a gimmick

THE

BIG My group and I decided we needed to research further into current topics, such as ‘the personalization trend and niche marketing that will gain momentum in 2015’ (Belan, K 2014 (online). Personalization is a new idea that has surfaced when it comes to selling products. Consumers have become much more interested in having their purchase personally linked to themselves whether that being completed with

IDEA.

initials or their favourite colour, such as Longchamp accessories have done (Longchamp 2015 (online). This lead to the concept of having a range of perfumes that suited different personalities for woman, but after looking what was already out on the market we realized that this could be perceived as a gimmick and for a much younger target market than what we initially aimed for. That was when we flipped

From looking at the men’s fragrance industry we came to realization that the advertising and promotional variables in this sector at the present moment were of a poor standard as brands were using an old fashioned approach within their campaigns. For instance ‘A 2007 print campaign for Tom Ford for Men’s cologne, Mars says, took the strategy to a disruptive yet effective extreme’ (Wallis, D 2012 (online). Ford has essentially used women sexualisation to create a demand for his product that is honestly quite vulgar and shocking especially with the trend of feminism that is a current conversation right now (Davidson, L 2015 (online). Along with this, sex in general is used to advertise these scents frequently within print ads containing a topless man or semi nude woman to sell the fragrance.

It seemed that we had the perfect opportunity to aim for the creation of a brand that displayed a very different message entirely (Kowalewski, A 2013 (online). To further our investigations we created a survey that would give us the insights that we needed to continue to understand what young men wanted from a fragrance. The majority being 60% of respondents said they do wear aftershave, while 29% said they only sometimes do. We asked about the aftershaves they currently were using and with the most popular fragrances being Diesel Only the Brave, Calvin Klein and Hugo Boss. We used this information to deicide on what scents were the most favourited by men in this age group, which is very important considering the next question was what was the most important factor when purchasing a fragrance that happened to be the smell by far.

the entire idea around and started analyzing the men’s fragrance market.

From our findings we were also able to find out that a minimal design and for the packaging to be travel friendly was a must with the overall product coming to around £40-£50. As this survey was targeted at the ‘modern man’ we thought it would be useful to ask about the social media sites they were most active on, where they shop for clothes and their career aspirations/occupation. Our aim from this point was to put on the market a scent that specifically was targeted towards the 21-30 year old ambitious male. The man that has just graduated and is looking for a job in the city, however also has other interests such as travel, music and technology – as he is the modern consumer. We aim to achieve a product that is durable and sturdy so that it is no concern to carry around in a briefcase or rucksack as well as making certain the scent itself is suitable and relevant to this particular mans lifestyle.

Figure 03. Survey results graphics (Team work) 2015

Figure 05. cup of coffee 2013

Figure 04. Sean Rees print 2015

What our consumer is in need of is a burst of energy and the feeling of being awake to keep him motivated. We all agreed that coffee is the answer to giving you the boost you need for a busy day, as it contains caffeine that affects our brain’s adenosine receptors which then prevents the chemical signals that binds with the receptors, which go on to, make us feel tried. As caffeine is essentially a drug it can become not only addictive but it withdraws headaches, drowsiness and loss of concentration. It takes around 3-5 hours to break down caffeine within our body which means the consumer will only be in need of spraying a few spritz of the product in order to be set for their day ahead (Science Museum (online). By our fragrance containing the infusion of coffee and caffeine it will be the first scent on the market containing both these elements. That was when we discovered that we needed an edge to our fragrance that will benefit our consumer and his needs – something that we hadn’t seen out on the shelves during our primary research. We began to think about our consumer’s lifestyle and what he would get up to throughout a normal day in his life. We decided that he is a businessman who spends a hardworking day at the office and has an ambitious mindset. During his day he may need to travel on the tube which can be very tiring, especially in rush hour after a long day in the city.

With the finalized idea that we decided to go forward with, we then as a group came up with the brand name – ‘RUSH’. The reason behind this is that we wanted a word that expressed all aspects of our fragrance, that being the fast paced lifestyle that our consumer is engrossed with, the caffeine and coffee at the heart of our fragrance and the ‘rush’ that the scent with give our consumer to keep him alert and motivated throughout the day.

UNIQUE CONCEPT

BRAND POSITIONING

Figure 07. Consumer (Pinterest)

Male Aged 21-30 Single Salary 35K Graduated with a degree either has a job in the city or is currently looking for one Figure 06. Perceptual map (Posner, H) 2011

Business minded and determined Trend aware

Our consumer is the modern man so he has other interests other than a career in business. These include sports, photography, travelling, music and food. He uses social media such as Facebook, Youtube, Twitter and Linkedin to keep up to date on cutural and economic happenings. He shops in Topman, Next, ASOS, River Island and Zara.

CONSUMER PROFILE

AND THIS IS THE CREATIVE Our brands message is all about benefiting our consumer and his lifestyle so we felt making this clear within the creative concept was very important for our product. By collaborating with graphic design students and giving them a briefing booklet that we created, they were able to understand our creative concept and what we wanted for the bottle/packaging and logo design from our illustrations and findings.

We made it clear that we wanted to steer away from the more obvious male fragrance campaigns visualizing semi nude men and women, such as ‘Ford, the man who brought hedonism back into fashion, the erotic is the most potent force’ (Allwood, E 2015 (online). The guardian names Ford ‘The fashion worlds king of sex’ - even he himself has said ‘“I’ve been criticized for objectifying women… but I’m just as happy to objectify men.

PROCESS OF THE CONCEPT . The thing is, you can’t show male nudity in our culture in the way you show female nudity (Hughes, S 2015 (online).”’ This is exactly what we wanted to avoid, as in the past it has been proven to cause a lot of controversy.

Figure 08. Logo designs (Graphic design students) 2015

LOGO DESIGN

Figure 09. & 10. Final designs (Graphic design students) 2015

As a team we decided for the logo design we wanted it to be minimal and memorable so that the consumer would easily recognize it. We decided on turning the brand name ‘RUSH’ into the logo visual itself and wanted this to also represent the concept of our fragrance being a pick me up and giving our consumer the ‘rush’ that they need. To do this the letter ‘R’ pulls down and connects to the ‘H’ of the word to portray movement and the energy that the product promises. We choose for the front of the logo to be bold and masculine as our target market is male rather than a more scripted font that can be perceived as feminine and relaxed. The completed logo is finished with a rectangular background in a simple colour palette of black and white that gives it a contrast that it needs to make an impact for the brand. We felt that we needed ‘the message must communicate the ambition of the label and the personal and social benefits of association’ which is what our completed logo does (Hess, J and Pasztorek, S 2010 (pg 15).

Our consumer has a lifestyle that requires a need to travel around and keep their belongings to the bare minimum so we would need to create a product that is secure and sturdy. We looked at various shapes and designs of men’s fragrance bottles and started to work out what attributes we wanted to take from them.

Researching the kinds of materials we could use triggered the idea that we could use metal so that the fragrance would be safe to travel with and not have a risk of leaking. Spurring on from this, then developed the hip flask design – easily assessable and contains liquid safely.

We played around with range of different designs, patterns, motifs and colour palette for the hip flask bottle and final settled on a grainy black leather angular strip against a silver metal bottle with the embossed ‘RUSH’ logo in the bottom right hand corner. Along with the bottle we helped design the packaging that the product is sold in, a clean rectangular box with the same motif that is on the hip flask and the logo clear and central. ‘Packaging can enhance the consumer experience in a unique way. More than a simple container, it can be seen as the culmination of the label’s visual communication, imprinting a lasting message of aesthetic value (Hess, J and Pasztorek, S 2010 (pg 223).’ which why the end result of the fragrance’s packaging is not as we hoped it would be as we felt it plays an important part to the sales of the product and is not to the standard that we would of liked.

Figure 13. Packaging design (Graphic design students) 2015

BOTTLE DESIGN

Figure 12. Final bottle designs (Graphic design students) 2015

Figure 11. Bottle designs (Graphic design students) 2015

& PACKAGING

Figure 14. Behind the scenes in the studio (Teamwork) 2015

PRINT AD

Figure 15. Final images (Team work) 2015

For our print advertisement we gathered inspiration from images that use blur and motion in postproduction. As a team we wanted to create an image that was visually stimulating, ‘design is not an abstract theoretical discipline – it produces tangible artefacts, expresses social priorities and carries cultural values’ (Howard, A 2001 (pg 133). In the studio we had a set up of a plain white backdrop with a male model dressed smartly in a suit and tie who we shot in various different actions to represent the lifestyle of our consumer, such as glancing at his watch and messing around slightly to show the contrast behind his ‘rushed’ lifestyle and his young easy going nature.

We manipulated our best outcomes by adding elements of blur to parts of the models body. This was so that we could bring a refreshed touch to the image that could have the potential to become lack luster and similar to many other campaigns containing a man dressed in a suit. The final image was complete with the ‘RUSH’ logo and catch phrase ‘feel the rush’.

26 27

Figure 17. Final Print AD 2 (Team work) 2015

Figure 16. Final Print AD 1 (Team work) 2015

BEHIND THE SCENES SHORT FILM

Figure. 19 RUSH AD (Teamwork) 2015

Our behind the scenes video for our brand campaign was shot during our studio time. The inspiration for this was the recent ‘Miss guided’ campaign that is fast paced and powerful due to its flashing images and sound track – we wanted to recreate something similar for the promotion of our brand. Our final video was also edited in black and white as well as the print image so keep the aesthetic consistent throughout. The final edit was different shots of our model from behind the scenes in the studio showing posed clips as well as him being caught off guard and laughing which created great juxtaposition and a more approachable outlook for our brand.

Figure. 18 MissGuided AD 2015

BRAND ONION

Figure. 20 RUSH Behind the scenes(Teamwork) 2015

The bottle and packaging has been executed so that it is attractive to the consumer and also benefits him. Due to the clean cut and masculine font that is simplistic and unique with the promise of being sturdy and travel friendly for the man that is constantly on the go. The hip flask design is a camouflage of a usual fragrance bottle and will not have the concern of the fragile glass breaking during movement.

The overall logo design is quick and easy to process so the brands name will become more of an icon than a word that will mean â&#x20AC;&#x2DC;RUSHâ&#x20AC;&#x2122; will increase in followers much more quickly.

Figure. 21 Brand Onion (Posner, H) 2011

EXECUTION From completing the production and creative concept for the brand ‘RUSH’ it was required to the plan a launch and the first 6 months of promotional action. To do this I will need to look at the initial insights we discovered and the consumer’s activity in order to connect with the target audience. The customer has a busy and on the go lifestyle, his daily routine consists of taking the tube to work, going to the gym and walking through the streets of the city.

‘Promotional activities such as advertising, public relations and sales promotions are used to build a brands status, enhance perception of a brand and increase desire for products’ which is what we needed to produce for ‘RUSH’ (Posner, H 2011 (pg 158).

& PLAN.

THE COMMUNICATION TOOLS Figure 22. Tube posters (Irina Wang) 2015

The communication tools I will use to advertise ‘RUSH’ will communicate the brands position in the market and tap into the consumer’s aspirations. By putting up billboards on the sides of tall buildings, advertising the fragrance and it’s unique attributes it will attract the consumer as it will create desire and a need for product due to the signs being placed in his natural habitat and workspace. As well as putting up posters in the underground next to the escalators where he will be walking up from just getting off the tube to get to his offices.

By placing these posters here I know that I will be reaching the target consumer as this is a part of what he does each day. On the way home from work on the train he may read the newspaper that will also have an advertisement for the new brand and an article containing the reviews of customers who have already tried and experienced ‘RUSH’.

Figure 23. Underground sign (Virtual Tourist) 2015

Figure 24. Billboard 1 (Own work) 2015

In our consumer’s spare time he likes to go to the gym to keep fit, we are able to target him there by producing a promotional video for ‘RUSH’ to be placed on the screens during the advertisement breaks on the music channels. This will make certain that the customer is aware of the product and it’s benefits. As he will be tired from a long day at work and the gym this will give him the aspiration to try ‘RUSH’ as the fragrance promises a burst of energy, which is what they are lacking.

The aim is ‘to reinforce the idea that you will be desirable, sexy, beautiful’ etc. ‘For men the most common messages relate to being successful, attractive and powerful… the key to communicating these attributes lies in developing powerful and impactful visual imagery which can be decoded by consumers’ (Posner, H 2011 (pg 161).

Figure 25. Billboard 2 (Own work) 2015

Figure 26. Scent strips (Own work) 2015

THE

MEDIA CHANNELS.

“83%

“50% of 18-19 year people use olds are social media to socially waste time” active” “500 million tweets are sent per day” As our consumer is the young modern man who has just graduated the social media channels that we decide to target him on are important as our generation is spending more and more time online. Statistics show that ‘83% of 18-19 year olds are socially active’ and ‘50% of people use social media to waste time’ meaning it is important to make the content stand out so that they notice ‘RUSH’ without them realizing because they are not actually wanting to invest their time.

As ‘the average user checks their smartphone 110 times a day’ it is key to advertise our product on social media apps, for instance on Twitter ‘500 million tweets are sent per day’ (Beswick, S 2015). We concluded in creating a Facebook, an Instagram and a Twitter account where we will frequently upload content that is relevant to our brand and interesting, keeping the consumers updated with the fragrance, promotional events and offers.

These best connect with our consumer, as they are popular with the online world at the moment, increasing in users every single day (Ebizmba 2015 (online).

INSTAGRAM

@RUSHFragrance #RUSHFragrance

Figure 27. Instagram (Teamwork) 2015

Figure 28. Twitter (Teamwork) 2015

@RUSH_FRAGRANCE #RUSHFragrance 40

TWITTER

Figure 29. Japanese AD: UCC Coffee (Shigeo F ukuda) 1984

Figure 30. RUSH shoot (Teamwork) 2015

As a brand we want to send across the message that ‘RUSH’ is an innovative product that is unique and beneficial for the target audience as the infusion of coffee and caffeine allows the customer to feel that ‘rush’ of energy that they need throughout the day.

Within our social media accounts we will post images that relate to the lifestyle that our consumer aspires to live which draws them further into purchasing the fragrance. We will also create a brand that is ‘down to earth’ by ensuring the consumer

feels part of the making experience, by posting stills from the shoot for the print advertisement and short film - this involves the audience much more in the production of the brand.

‘Fragrance advertising has rarely been about the actual product. Moreover it is designed to position the brand as the appropriate scent to induce the desired effect’ (Winters, P & Winters, A 1996 (pg 141).

A huge part of helping promote a brand is celebrity endorsement, as much relating to the statement advertising it rarely about the actual product – it’s about creating an brand that will connect with the consumer.

CONSUMER

Self-fulfilment or fulfilling own potential. Consumer may purchase equipment or clothing for travel or hobbies. Individual style might be created to express fun or sense of freedom

Status, achievement, level of responsibility. Consumer may choose status brands or designer clothing to signify importance or position

DECISION PROCESS A RECOGNITION OF NEED AN EVALUATION OF OPTIONS AN IDENTIFICATION OF OPTIONS

From looking at Maslows Hierarchy of Needs theory I have come to the understanding that â&#x20AC;&#x2DC;RUSHâ&#x20AC;&#x2122; will fall into or between a category following this diagram. Consumers go through a decision process due to certain factors such as social, economic and cultural that spur on their reasons for purchasing the product.

Self actualization Esteem

Social belonging Safety, shelter, protection, security clothing for production

Our fragrance would fall into the section esteem and social belonging as our consumer will essentially want the fragrance to give himself esteem in his workplace as he will be feeling more energized and motivated. It will also give a sense of social belonging as he will socially feel more able to communicate with his colleges in a more friendly and active way.

Physiological - Basic life needs - water, food and sleep

Relationships, acceptance, family, peer group, work group. Dressing to fit in style tribes

Figure 31. Maslows Hierarchy of Needs theory (Posner, H) 2011

NOV

In the month of September it will be the launch of ‘RUSH’. This is the perfect time for the fragrance to to be put onto the shelves as it is the end of summer and people will be starting back at their jobs and will be in need of motivation and energy - which is what ‘RUSH’ gives.

JAN

As this is the run up of the Christmas season there will be a massive launch of the sales and the holiday shoppers. The product will be advertised as a Christmas gift for a Brother/ Father/Husband/Friend as the consumer audience is broad.

This month we will want to avoid for the prouct being massively reduced in the January sales. This will give a bad reputation for the brand and product as it is still fairly new to the sheves. This should be prevented by the Christmas sales being high.

At the start of October a launch party will be held for the brand. Celebrities will be invited to gain exposure for the product as they will upload photos of it onto social media drawing in their fans who willl become consumers. Goody bags willl be given with free samples of the scent.

As this is the Christmas period we will produce stocking filler sized versions of ‘RUSH’ so that it can be purchased as a small gift for someone to try out - then spurring them onto buying the full sized bottle in the New Year. The promotion of the product will be festive based.

OCT

DEC

A SEQUENCE OF 46

Figure 32. Timeline (Posner, H) 2011

SEPT

This is Valentines season meaning that the fragrance should be promoted as a gift for a boyfriend or spouse. Potential Valentines gift sets with a free extra product will bring a rise in sales and lotalty for the brand - keeping the consumers interested.

FEB

THE KEY EVENTS 47

THE FINAL SUMMARY. ‘RUSH’ promises to build a relationship with the consumer knowing that communication is key. This product will ensure the target market’s need is answered by its infusion of caffeine and coffee at the heart of the fragrance that is the first of its kind. These unique elements allow the customer to feel more awake and energized in just a spritz of this fragrance benefiting their lifestyle, as they will be working long days at a time, leaving them feeling drained.

By using ‘RUSH’ the consumer will be able to tap into their own aspirations by using a modern scent that feels luxurious to the touch by being encapsulated in metal and black leather hip flask bottle giving the juxtaposition of tradition and current style. Overall an investment piece, a signature scent, a new, and exciting idea. – ‘RUSH’ the fragrance for him.

Fragrance project meeting log Group: Holly Molly Anu Melissa Research and Concept presentation: Meeting 1 Monday 23rd Feb Holly Molly 5pm-6pm (Ideas and concept, creating the survey for primary research)

THE

APPENDIX

Meeting 2 Wednesday 25th Feb Holly Molly Anu 12pm-1:30pm (Idea – macro trends, what content do we need) Meeting 3 Friday 27th Feb Holly Molly 1pm-2pm (Starting the PowerPoint, looking at survey results, mood boards) Meeting 4 Monday 2nd Mar Holly Molly Anu 1pm-2:30pm (Presentation layout, the big idea, what else needs doing)

Meeting 5 Tuesday 3rd Mar Holly Molly Anu 3pm-4pm (text and images putting them into the presentation) Meeting 6 Wednesday 4th Mar Holly Molly Anu 11:30pm-1:30pm (Finishing the presentation, talking through it and timing it) Fragrance packaging design – team-briefing booklet: Meeting 1 Monday 9th Mar Holly Molly Anu Mel 1pm-2:30pm (Starting to think about layout for booklet – ideas and pinterest inspo) Seminar group – IT Tuesday 10th Mar Holly Molly Mel 11pm-12pm (looking at magazine layouts, creating a word bank for booklet)

GROUP MEETING LOGS

Meeting 2 Wednesday 11th Mar Holly Molly Mel Anu 12:30pm-2pm (creating our booklet layout and inserting the images we are using) Meeting 3 Thursday 12th Mar Holly Molly Mel Anu 11:30pm-3pm (finishing inserting images/ text, tweaking the layout and doing a test print) Debrief – Printing our booklet Monday 16th Mar Holly Molly Anu (Having the final copy of our briefing booklet printed) Seminar – Presenting booklet to graphic students Monday 16th Mar Holly Molly Mel Anu (Discussing our idea – letting them know about out concept, consumer, competition and bottle/ packaging ideas) Seminar – Second meeting with graphic students Thursday 19th Mar Holly Molly Mel (Discussing ideas and what we want for the brand)

REFERENCES Seminar – Graphic students final meeting and presentation Monday 23rd Mar Holly Molly Mel Anu (Getting back the final designs for bottle/packaging for ‘RUSH’) Lecture – Fragrance group work Tuesday 24th Mar Holly Molly (Describing our brand in 3 sentences) Creative concept presentation for print ad: Meeting 1 Wednesday 15th Apr Holly Molly Mel Anu 1pm-2:30pm (Thinking of ideas for our print ad, starting to form our presentation and how it may look) Meeting 2 Thursday 16th Apr Holly Molly Mel Anu 10am-11:20pm (Start presentation and mood boards in the library)

Meeting 3 Friday 17th Apr Holly Molly 2:30pm-3:20pm (Starting graphics and finishing mood boards) Meeting 4 Friday 17th Apr Holly Molly Mel 3:30pm-5pm (Work on presentation) Branch launch presentation/Photo shoot: Meeting 1 Friday 24th Apr Holly Molly Anu 1:30pm-3:15pm (Changing our creative concept – blurred and motion images – promoting the idea of using a coffee scent at the heart of the fragrance) Meeting 2 Monday 27th Apr Holly Molly Anu Mel 1pm-2:30pm (Discussed photoshoot and what we needed to bring, divided up content for presentation)

Meeting 3 Tuesday 28th Apr Holly Molly Anu Mel 3pm-4pm (Go through the photoshoot imagery and discuss ideas) Meeting 4 Wednesday 29th Apr Holly Molly Anu Mel 11:30am-12:30pm (Discuss advert and make sure everyone is clear on content for presentation) Meeting 5 Tuesday 5th May Holly Molly Anu Mel 1:30pm-4:30pm (Put content together for presentation – work out what else needs doing) Meeting 6 Wednesday 6th May Holly Molly Anu Mel 1:30pm-3:30pm (Final run through of presentation and get everything sorted for it) Meeting 7 Thursday 7th May Holly Molly Anu Mel Brand launch Presentation time – 12:30pm

GROUP MEETING LOGS

Libby, C. (2014). Men’s and Women’s Fragrances - UK - August 2014.Available: http://store.mintel.com/ mens-and-womens-fragrances-uk-august-2014. Last accessed 6th May. Belan, k. (2014). Rise of personalized and niche marketing is among top 7 Landor’s trend forecasts for 2015. Available: http:// popsop.com/2014/11/ rise-of-personalized-andniche-marketing-is-amongtop-7-landors-trendforecasts-for-2015/. Last accessed 8th May. Longchamp. (2015). HOW TO MAKE YOUR LE PLIAGE CUIR HANDBAG UNIQUE. Available: http://uk.longchamp.com/. Last accessed 8th May. Wallis, D. (2012). The Breast of Advertising . Available at: http://www.adweek. com/news/advertising-branding/breast-advertising-140889. (Accessed 05.05.2015). Davidson, L. (2015). Femvertising: Advertisers cash in on #feminism. Available: http://www. telegraph.co.uk/women/ womens-life/11312629/ Femvertising-Advertisers-cash-in-on-feminism. html. Last accessed 8th May.

ONLINE Melker, S. (2013). Researchers measure increasing sexualization of images in magazines. Available at: http://www.pbs.org/ newshour/updates/social_issues-july-dec13-sexualization_12-21/. (Accessed 05.05.2015). Kowalewski, A. (2013). Trend: Sex sells. We take a look at the most provocative of perfume ads. Available at: http://thewhaleandtherose.com/2013/ sex-sells-we-take-a-lookat-the-most-provocative-of-perfume-ads/#. VVsELFVViko. (Accessed 06.05.2015). Science Museum. How does caffeine affect you?. Available: http://www. sciencemuseum.org.uk/ whoami/findoutmore/ yourbrain/howdodrugsaffectyourbrain/whatarestimulants/howdoescaffeineaffectyou.aspx. Last accessed 10th May. Allwood, E. (2015). Fashion v censorship: a history of banned ads. Available: http://www. dazeddigital.com/fashion/ article/24720/1/fashionv-censorship-a-history-ofbanned-ads-miu-miu-tomford. Last accessed 15th May. Hughes, S. (2015). Tom Ford: ‘I’m an equal opportunity objectifier’.Available: http://www.theguardian. com/fashion/2015/mar/21/ tom-ford-im-an-equal-opportunity-objectifier. Last accessed 18th May.

REFERENCES BOOKS Posner, H. (2011). Research and Planning. In: Jones, P Marketing Fashion. London: Laurence King Publishing Ltd. p64. Hess, J and Pasztorek, S (2010). Graphic Design For Fashion. London: Laurence King Publishing Ltd. p15. Hess, J and Pasztorek, S (2010). Graphic Design For Fashion. London: Laurence King Publishing Ltd. p223. Noble, I and Bestley, R (2011). Visual Research . 2nd ed. London: AVA Publishing . p133. Posner, H. (2011). Fashion Promotion. In: Jones, P Marketing Fashion. London: Laurence King Publishing Ltd. p158. Posner, H. (2011). Fashion Promotion. In: Jones, P Marketing Fashion. London: Laurence King Publishing Ltd. p161. Winters, P & Winters, A (1996). What Works in Fashion Advertising . New York : RETAIL REPORTING CORPORATION. p141.

LECTURES Beswick, S. (2015). Social media: the guide. 20 April, Nottingham Trent University.

BIBLIOGRAPHY ONLINE Ongley, H. (2014). 8 Banned Perfume Ads Far More Salacious Than Rihanna’s ‘Rogue’. Available: http://www.styleite.com/ beauty/8-perfume-adsway-more-provocativethan-rihannas-rogue/. Last accessed 5th May . Melker, S. (2013). Researchers measure increasing sexualization of images in magazines. Available: http://www.pbs.org/newshour/updates/social_issues-july-dec13-sexualization_12-21/. Last accessed 5th May . Wallis, D. (2012). The Breast of Advertising . Available: http://www.adweek.com/ news/advertising-branding/ breast-advertising-140889. Last accessed 5th May

BOOKS

Allwood, E. (2015). Fashion v censorship: a history of banned ads. Available: http://www. dazeddigital.com/fashion/ article/24720/1/fashionv-censorship-a-history-ofbanned-ads-miu-miu-tomford. Last accessed 15th May. Gonzalez, R. (2013). 10 Things Coffee Does to Your Body. Available: http:// www.alternet.org/drugs/10things-coffee-does-yourbody. Last accessed 10th May. Unknown. (2015). Top 15 Most Popular Social Networking Sites | May 2015. Available: http://www. ebizmba.com/articles/ social-networking-websites. Last accessed 20th May.

Kowalewski, A. (2013). Trend: Sex sells. We take a look at the most provocative of perfume ads. Available: http://thewhaleandtherose.com/2013/ sex-sells-we-take-a-look-atthe-most-provocative-ofperfume-ads/#.VVsELFVViko. Last accessed 6th May.

Posner, H. (2011). Research and Planning. In: Jones, P Marketing Fashion. London: Laurence King Publishing Ltd. p65-69.

Posner, H. (2011). The macro marketing environment . In: Jones, PMarketing Fashion. London: Laurence King Publishing Ltd. p65. Posner, H. (2011). SWOT Analysis. In: Jones, P Marketing Fashion. London: Laurence King Publishing Ltd. p98-99. Noble, I and Bestley, R. (2011). The process of synthesis . In: Visual Research . 2nd ed. London: AVA Publishing . p190-191 . Posner, H. (2011). Research and Planning. In: Jones, P Marketing Fashion. London: Laurence King Publishing Ltd. p65-69.

ILLUSTRATIONS 01. Posner, H. (2011). The macro marketing environment . In: Jones, PMarketing Fashion. London: Laurence King Publishing Ltd. p65.

07. Pinterest, (2011), Consumer [ONLINE]. Available at: https:// uk.pinterest.com/ pin/470696598530270216/ [Accessed 01 June 15].

Noble, I and Bestley, R. (2011). The process of synthesis . In: Visual Research . 2nd ed. London: AVA Publishing . p190-191 .

08. Graphic design students (2015) Logo designs

02. Posner, H. (2011). SWOT Analysis. In: Jones, P Marketing Fashion. London: Laurence King Publishing Ltd. p98-99.

10. Graphic design students (2015)Final logo designs (white)

Noble, I and Bestley, R. (2011). The process of synthesis . In: Visual Research . 2nd ed. London: AVA Publishing . p190-191 . 03. Teamwork. (2015). Survey results graphics. 04. Sean Rees, (2012), Tea/coffee [ONLINE]. Available at: http:// typeverything.com/ post/27252771798/ typeverything-com-teacoffee-by-sean-rees [Accessed 01 June 15]. 05. Lolita blog , (2012), Coffee cup [ONLINE]. Available at: http://www. lolitas.se/ [Accessed 01 June 15]. 06. Posner, H, (2011), Perceptual map. pg 53. [Accessed 01 June 15].

09. Graphic design students (2015) Final logo design (black)

11. Graphic design students (2015) bottle designs 12. Graphic design students (2015) Final bottle designs 13. Graphic design students (2015) Packaging design 14. Teamwork. (2015). Behind the scenes in the studio 15. Teamwork. (2015) Final images 16. Ownwork. (2015) Final print AD 1 17. Teamwork. (2015) Final print AD 2 18. Miss Guided, (2015), Dream it. Believe it. Do it. [ONLINE]. Available at: https://www.youtube.com/ watch?v=aelWeobi7j8 [Accessed 01 June 15].

19. Teamwork. (2015) RUSH Video AD

30. Teamwork. (2015) RUSH photoshoot

20. Teamwork. (2015) RUSH Behind the scenes

31. Posner, H (2011). Marketing Fashion. London: Laurence King Publishing Ltd. p116.

21. Posner, H (2011). Marketing Fashion. London: Laurence King Publishing Ltd. p147. 22. Irina Wang , (2015), Tube posters [ONLINE]. Available at: http://irinawang.com/Monotype [Accessed 31 May 15]

32. Posner, H (2011). Marketing Fashion. London: Laurence King Publishing Ltd. p168.

23. Virtual tourist , (2014), Underground sign [ONLINE]. Available at:http://www. virtualtourist.com/travel/ Europe/United_Kingdom/ England/Greater_London/ London-309228/Transportation-London-Tube_Underground_Subway_Metro-BR-1.html [Accessed 31 May 15]. 24. Own work. (2015) Billboard 1 25. Own work. (2015) Billboatd 2 26. Own work (2015) Scrent strips 27. Teamwork. (2015) Instagram RUSH 28. Teamwork. (2015) Twitter RUSH

Word count: 3242

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