5 heri t agemoodboard
5 contents
CONTENTS heri t age" moodboard4 Thethenand thenow 7 subcul ture moodboard1 0 perceptual map1 3 the other1 4 references books,p age sand i mage s1 8
saturday 3 1 j anruary Notti ngham rockci ty
seeti ckets. com j oh nnewman. co. uk
7Thethenandthenow
Themanhi mself;FredPerry.Duri ng hi s sporti ng career,hewasthewi nnerof 1 0Maj orsi ncludi ng ei ghtGrandSlams,two Pro SlamsandthreeWi mbledonti tlesfrom 1 934to 1 936;hei salso theonl y playeri n hi story to havewonatleastoneMaj or tournamenti nbothtenni sandt abletenni s. Hi s mat chl ess ski l l s on t he cour t sat t r act edat t ent i onf r om Hol l ywood St ar l et s such as JeanHar l ow andMar l eneDi et r i chandhebecameoneof t hewor l d’ sf i r stt r ul yi nt er nat i onal spor t smen. Fr ed at t r act ed at t ent i on f r om Toby Wegner ,a f or merAust r i an f oot bal l pl ayer who appr oachedhi m wi t hani deaf or mar ket i ngasweatbandbear i ngt heFr edPer r yname.They st r uggl edt of i ndal ogof ort he sweatbands.Bei ng a pi pe smokerhi msel f ;Fr edt hought api pewoul dbet hemostsynonymousandponder edi tasa possi bl e embl em.Si nce wi nni ngWi mbl edoni n1934Fr ed
hadspor t edt hel aur el wr eat h and wor n i t wi t h pr i de. Wegnersuggest edt hi sasa possi bl el ogo;af t eral l ,i ti san hi st or i c symbol , honour i ng excel l ence f r om a cl assi cal t i me.Combi ned wi t h Fr ed’ s hi st or i cf eat s,i twast heper f ectembl em f ort he br and.
TheFr edPer r yLogoi sof t ent er medas Fr edPer r yWr eat horLaur elLogo.I ti s wi del yr egar ded as one oft he mos t i c oni candi ns t ant l yr ec ogni z abl ef as hi on l ogosi nt he hi s t or yofgr aphi cdes i gn. ‘ Whi l et hewhi t ec ol ouri nt heFr edPer r y l ogodef i nespur i t yandc har m,t hebl ac k c ol ourr epr es ent s ex c el l enc e and el eganc eoft hebr and’ .TheFr edPer r yl ogo f eat ur es t he Ni mbus Roman t y pef ac e. Fr edandWegneror i gi nal l ypr oduc eda bat c hofs weat bandsandgav et hem al l t ot het oppl ay er st oweari nmaj ort our nament s .Thes weat bandswer eahuge s uc c es sandi n1952t hepai rl aunc hed what was t o be Fr ed Per r y ' s mos t f amousgar ment :as l i mf i tc ot t onpi que s hi r twi t h Laur elWr eat h embr oi der y . S u b c u l t u r e Forov er50y ear s ,Fr edPer r yhasbeen s y nony mouswi t hBr i t i s hs t r eets t y l eand t he mus i cc hos en byy oung peopl et o def i ne and ex pr es st hems el v es .Fr ed Per r yi s wi del yr egar ded as t he f i r s t br and t o mak et he c r os s ov erbet ween s por t s wearandf as hi on.Fr om t hebegi nni ng,Fr edPer r y-andt het i ppedpi que s hi r ti npar t i c ul ar-hasbeenas s oc i at ed wi t hawhol es er i esofs ubc ul t ur esdr i v en bymus i c alaf f i ni t i es .Mods ,s k i nheads , s uedeheads ,s oulboy s ,r udeboy s ,t wo
t wo t one. Ther e was ev en a s hor t l i v ed s ubc ul t ur ek nown ast he Per r y Boy s . T odayt heLaur elWr eat hl ogoi sr ec ogni s abl ewor l dwi de,wi t hs hopsand c us t omer s ac r os s 50 c ount r i es ar ound t he gl obe.The or i gi nalFr ed Per r yc ot t onpi ques hi r ti ss t i l l madet o t hes amehi ghs t andar dsandi ss y nony mous wi t h under gr ound f as hi on andBr i t i s hc ool .Per r yhav ec ol l abor at edwi t hs omeoft hemos tex c i t i ng andr es pec t edar t i s t sanddes i gner s : f r om RafSi mons t o Ri c har d Ni c ol l ; Emma Cook t o Amy Wi nehous e. Compet i t or s and c ons umer s Lac os t ehasbeenabi gc ompet i t orf or Fr edPer r yf ormanyy ear s .RenéLac os t eandFr edPer r ywer ebor nf i v e y ear sapar tanddi edwi t hi nt woy ear s ofeac hot her( Per r yi n1995,Lac os t e i n1996) .Lac os t ewasni c k namedt he ' c r oc odi l e'byf ansbec aus eofhi st enac i t y on t he t enni s c our t .
Lac os t e, Ral ph Laur en and Fr ed Per r yc ompet ei nt hes amepr oduc t c at egor y–c as ualc l ot hi ngf ormen, womenandc hi l dr en.Fort hec l ot hi ng l i nes ,al lt hr ee br ands us ec ot t on pi que,medi um wei ghtc ot t onwi t ha r ai s edwov endes i gn,andt her es ul t i ngpat t er nmay bes quar esorot her geomet r i cs hapesast hemai nf abr i c . Al lt hr ee br andsof f era medi um t o hi gh pr i c er ange f ort hei rc l ot hi ng l i nes .Howev er ,t her ei sas l i ghtdi f f er enc e bet ween t he t hr ee, Lac os t e bei ngatt hel owerendoft hemar k et andRal phLaur enbei ngt hemos tex pens i v ec hoi c e.Ral phLaur enf oc us esonl ux ur y ,c l as s i cAmer i c ans t y l e c l ot hi ng,andt hebr andi sper c ei v ed asel egant ,c l as s i c ,s ophi s t i c at edand pr eppy .Fr ed Per r yi sper c ei v ed as t hemor er ebel l i ousl ux ur ybr andwi t h abac k gr oundt hati sof t enas s oc i at ed wi t hmus i candmoder nc ul t ur e.Lac os t e,ont heot herhand,i shi ghl yas s oc i at ed wi t hs por t s ,es pec i al l ygol f and t enni s .Ben Sher man i sal s oa pos s i bl ec ompet i t orf ort hi sc at egor y . Ver ymuc hl i k eFr edPer r y ,t hebr and pl ay edabi gpar ti nt hemodands k i nhead mov ementf r om t he 60’ s and wasi nv ol v edi nt hes ubc ul t ur est hat f ol l owed.Thebr andhast hec apac i t y ofat t r ac t i ng a di v er s e and mor e ur ban gr oup ofpeopl e whi c ht he br and c al l‘ s ubc ul t ur es . ’Fr om t he Mods ,Sk i nheadsandNor t her ns oul t ot hemor er ec entI ndi ek i ds ,T ec hno c l ubber sandRas t af ar i ans .Per r yt i l l t hi sdaymanagest opl eas eawi de r ange ofpeopl et hathav eac l os e c onnec t i onandl ov ef ormus i c .The Fr edPer r ys ubc ul t ur ewebs i t eof f er s amus i cpl ay l i s twhi c hl i nk swel l t ot he t ar getc ons umer .Mus i ci sone el e-
mentt hatmaj or l ycr eat esanddi f f er ent i at es yout h gr oups. I ti squi t e an achi evementf ora 60 pl usyearol dbr andt oposi t i oni t sel fas an i nnovat i ve, t r endy and ur ban br and,al t hough Per r y st i l lat t r act s t hosewi t hmor et r adi t i onalt ast eswho l i ke t he br and notf orwhati thas become butf ori t s or i gi ns;a good qual i t yandr el i abl espor t swearbr and. Thi si sr ef l ect edwhenFr edPer r yunvei l edt hei rnewestt enni ski tonAndy Mur r ayf orWi mbl edonbacki n2009. Andy Mur r ay hel ps t or ecovert he youngr ebeli maget hatr ef l ect sFr ed Per r yasone oft he cur r entt op t en t enni sat hl et es.Her ef l ect sandchar act er i zesmanyval uesoft he br and f r om hi s 2008 compet i t i on achi evement s.Fr om ur ban coolt o cl assy pr ep t he Br i t i sh br and i s abl et o seducear ef i nedel i t eofgoodt ast eas wel lasat t r act i ngamor eur banand hi p consumer . Communi cat i on Touchpoi nt s Fr ed Per r yhasvar i ouscommuni cat i on and medi a channel st hatcan br anchoutt ot heconsumer .TheFr ed Per r yI nst agr am hasover45, 000f ol l ower swhi chupl oadsi magesoft hei r l at esti t emsandi nspi r at i onst ot hei r st af fand t he consumer .‘ Fr ed Per r y Theof f i ci alI nst agr am pagef orBr i t i sh br andFr edPer r y .Fol l owusf oral lt he l at est updat es & pr evi ews f r om behi nd t he scenes. #wear et i pped’ . Ot herchannel si ncl udeat wi t t eraccountwhi ch has 27, 000+ f ol l ower s and a Facebook page whi ch has
1, 179, 153 l i k es and 15, 165 peopl et al k i ngaboutt hem on t he s i t e. The Fr ed Per r ys ubc ul t ur e page ( www. f r edper r y s ubc ul t ur e. c om)i sanex c el l entwebs i t et ar get i ng i t ’ sc ons umer s
t hr ough a mus i c bas ed s i t e wi t ht hebr andst y pi c almus i c genr e-wi t hmus i cev ent s ,ar t i c l esandev enaFr edPer r y pl ay l i s t .The s t or ef eel sv er y aut hent i c ,t he v i be i sc ool . Ther ear es ubt l er ef er enc est o
t hebr and' shi s t or y i n t he c hoi c e of t unes and pos t er ar t .‘ Ev er y t hi ng i s pr es ent ed c onf i dent l yand as pi r at i onal l y .Mor ei m por t ant l y ,wher ev er y ou l ookt he s pi r i t oft he br and has beenbr oughtal i v e bys t r ongs t or y t el l i n g ’
1 5 theothe r
Fr edPer r yt omei saher i t agebr and –abr ands eek i ngt oc ont i nuous l y mai nt ai nanongoi ngs ens eofaut hent i c i t yt ot hei rc ons umer .Duet o i t smus i c al or i ent at i onandc ul t ur al bac k gr ound,Idec i dedt oc omeup wi t hanewc onc eptr el at i ngt ot hi s ar eaoft hebr and.Thei rs ubc ul t ur e webs i t es uppor t sandpr omot esl oc al Engl i s hbandsands i nger ss uc has Laur aWhi t e,Thumper sandT el egr am.It her ef or ef eel i ti sappr opr i at et os uppor t‘ J ohnNewman…a r i s i ngs t arf r om t heYor k s hi r eDal es , UK,whohasal r eadyhadc har ts uc c es swi t ht heRudi ment al ant hem, “ Feel TheLov e” ,whi c hhec owr ot e andf r ont edhi ms el f ’ ,anddebut s i ngl e“ Lov eMeAgai n”whi c hhas hadr ec entgr eats uc c es s .
Rons on.Fr edPer r y ’ sc ol l abor at i on wi t hAmyWi nehous es ugges t st ome t hatt hi sgenr ei sr i ghtf ort hebr and. Myi dea,t her ef or e,i st os pons ort he 2014J ohnNewmant ourt hr oughout t heUK.If eel t hi swoul dhel pt oc r eat e awar enes soft heFr edPer r ybr and anddi r ec t l ypr omot et hi st ot het ar get c ons umer .Thet ourwoul dhel pFr ed Per r yt oent r enc ht hei rl ogoandbe c ont i nual l yr ec ogni s edandas s oc i at ed wi t hBr i t i s hf as hi onandmus i c .
T ohel pi nc r eas ebr ands al es ,ev er y c onc er tt i c k etpur c has edwoul dr ec ei v e a15% di s c ountof fev er yFr edPer r y pur c has e.Eac ht i c k etpur c has ewoul d i nv ol v eent er i ngy ouremai l addr es st o r ec ei v ec onf i r mat i onoft her ec ei v ed pay ment ,andt hec us t omerwi l l hav e t heopt i ont os ubs c r i bet ot heFr ed Per r yweek l ynews l et t er .Thi sc ommuJ ohnNewmani sal r eadyr el at edt o c at i onc hannel i sagr eatoppor t uni t y t hebr andt hr oughhi sv i deor el eas e, ni f orFr edPer r yt ot ar getnewc us t omer s ‘ Lov emeagai n’ ,wi t hel ement sof andc r eat eawar enes st opeopl enots o c l as s i cNor t her nSoul danc i ngand ami l i arwi t ht hebr and.Iwantt ok eep manyr ef er enc est ot heher i t ageof f l os ec onnec t i ont ot heFr edPer r y t hi sc ul t ur e.Thr oughoutt hi sv i deo, ac ubc ul t ur es i t easIf eel t hes i t ei snot t her ear emanyc l os es hot soft heac -s l k nownt oi t sc us t omerbas eas t or s / danc er swear i ngt heFr edPer r y aswel ts houl dbe.Iwoul dl i k et opl ac eFr ed wr eat h.If eel J ohnNewmanf i t st he i r yc amer ac r ewbac k s t ageand br and‘ ses s enc eduet ot heobv i ous Per al l yar oundt hev enuest os t r eam pl ac ementoft heFr edPer r yl ogoand gener behi ndt hes c enel i v ef oot ageandi nt heNor t her nSoul c hor eogr aphyi n er v i ewsoft hebandt ot hewebs i t e t hev i deo,butal s oduet ot hear t i c l e t r eat eas ubc ul t ur eappwher et he abouthi ms el font heFr edPer r ySub- andc audi enc ec anwat c handgetex c i t ed c ul t ur es i t e.Thi sar t i c l ec ompar es hes howwhi l s twai t i ngf ort he hi mt os omeoft hes oul gr eat ss uc h aboutt per f or mer st oc omeont ot hes t age. asAmyWi nehous eandMar k
Thi swoul dc r eat eawar enes soft he It hi nkt hi snewc onc epti sf ami l i art o har dwor kandc ool ofwww. f r edper - t hebr andandi si nl i newi t ht hepr or y s ubc ul t ur e. c om.Aswel l aspr ov i d- j ec t st hatt heyhav eal r eadyc ompl et ed i ngaf oc usf orwww. f r edper r y s ubc ul - i . e.Dott oDotf es t i v al .Fr edPer r ys ubt ur e. c om,If eel t hes oc i al medi a c ul t ur egr oupt eamedupwi t hDott o s i t esc oul dbenef i tf r om mor ef ol l ow- Dotbac ki n2013.Dott oDoti st he er s .Compar edt ot hei rFac ebook ‘ UK' sl eadi ngi nner c i t ynewmus i cf es page,t hei rt wi t t erandI ns t agr am ac - t i v al ,t obr i ngy out hebes tof2013' s c ount sar el aggi ngbehi nd.If eel i t emer gi ngac t sandheadl i neper f or woul dbeagoodi deat ot r ac kat t en- manc es ’ .Anot herpr oj ec ts i mi l arwoul d t i ont oi nc r eas es ubs c r i pt i ont ot hes e beSubs oni cLi v e,‘ anewc onc epti n ot hers oc i al medi as i t es .If eel t hat l i v emus i candc l ubc ul t ur e,f or c r eat i ngc ompet i t i onbet weent hes e London’ .Cel ebr at i ngFr edPer r y ' s s i t eswi l l bet hebes twayt odot hi s . uni quer el at i ons hi pwi t hmus i cand Myi deai st ot hr owawar m uppar t y s t r eets t y l es i nc et he1950s .Ibel i ev e f ort heJ ohnNewmant ouri nt he myc onc epti sf eas eabl eduet ot he London,Cov entGar den-Aut hent i c t ar getmar k etobs es s i onwi t ht ec hnol oShopwher et hebandwi l l pl ayas et gyandt hei rphones .Notonl ydoest hi s andev er y onet her ewi l l r ec ei v ea c onc eptc r eat eawar enes sdur i ngt he Fr edPer r ygoodi ebagandac hanc e c onc er t ,i tal s oc r eat esawar enes sand t omeett heband.Thec ompet i t i on t ar get speopl eonl i ne.I tc ov er st hr ee wi l l bepr omot edonFac ebookand mai ns oc i al medi as i t es( Fac ebook ,I nwi l l hav edi r ec tl i nk st ot heI ns t agr am s t agr am andTwi t t er )andal s ot he andTwi t t erpage.Thec ompet i t i oni s manypeopl ewhoownAndr oi dor eas y ,s i mpl eandnott i mec ons um- Appl emobi l ephoneswhoc andowni ng.Thef i r s t20peopl et o l oadt heSubc ul t ur eApp.Notonl ydoes r et weet / s har et heJ ohnNewman i tr eac hpeopl ewor l dwi debutt hes e t ourdat esf r om t heFr edPer r ys oc i al s oc i al medi as i t esar ec ompl et el yf r ee medi as i t eswi l l getat i c k etanda t oadv er t i s eandpr omot ebr ands .Fi pl usonef ort hewar m uppar t y .Thi s nal l yIf eel t hi swi l l bev er ys uc c es s f ul s houl dc r eat ehy peandat t ent i ont o i nt hepr omot i onofFr edPer r y .I twoul d t hei rTwi t t erandI ns t agr am f ul f i l l i ng i nc r eas es al es ,t ar getnewc us t omer s t heobj ec t i v e;butwi l l al s obr i ngnew andal s ok eepFr edPer r yi nt hel oop orr egul arc us t omer si nt ot hes t or e asev er y onek nowsFr edPer r yi satt he andwi l l hopef ul l yi nc r eas es al eson hear tofBr i t i s hf as hi onandmus i chi s t heday . t or y .
18REFERENCES http: / / www. fredperrysubcul ture. com/ heri t age/ legends http: / / www. f amousl ogos. net/ fredperryl ogo/ http: / / www. fredperry. com/ bl og/ t ag/ Wi mbledon http: / / f ashi on. telegraph. co. uk/ newsfeatures/ TMG84881 40/ ShopMaryPort asatFredPerry. html http: / / www. fredperry. com/ heri t age/ http: / / brandlacoste. wordpress. com/ 201 2/ 01 / 30/ competi toranal ysi s/ http: / / tutut a. bl ogspot. co. uk/ 2009/ 01 / manyofusarewellacquai ntedwi th. html http: / / www. ami gogrande. co. uk/ i mages/ bensherman_ l ogo. j pg https: / / twi tter. com/ fredperry http: / / i nst agram. com/ fredperry_ 1 952 https: / / www. f acebook. com/ fredperry http: / / www. stubhub. co. uk/ j ohnnewmanti ckets/ http: / / www. fredperrysubcul ture. com/ subsoni cli ve Pri mary researchonFredPerry,salesassi st antandmanager Notti ngham -Authenti c Shop,-4850Bri dlesmi thGate FredPerry manager-TheDubaiMall, GroundFl oor http: / / emmabi waki . wordpress. com/ 201 3/ 04/ 09/ drmartenstri umph1 91 4wboot/ http: / / cdn3. greatdeals. com. sg/ wpcontent/ upl oads/ 201 0/ 1 0/ drmartens_ oct. j pg http: / / lebl ow. co. uk/ wpcontent/ upl oads/ 201 2/ 02/ fredperry. j pg http: / / www. modernworldgallery. com/ i ndex. php?route= product/ product&product_ i d= 32 4
http: / / emmabi waki . wordpress. com/ 201 3/ 04/ 09/ drmartenstri umph1 91 4wboot/ http: / / cdn3. greatdeals. com. sg/ wpcontent/ upl oads/ 201 0/ 1 0/ drmartens_ oct. j pg http: / / lebl ow. co. uk/ wpcontent/ upl oads/ 201 2/ 02/ fredperry. j pg http: / / www. modernworldgallery. com/ i ndex. php?route= product/ product&product_ i d= 32 4 http: / / www. fredperrytellusyourstory. com/ upl oads/ cache/ 569/ 98ee28e61 dc4a4ffbd1 eebd33a448f c3/ rafhal ton1 979. j p g http: / / www. vi nt agefesti val. co. uk/ system/ i mages/ BAhbB1 sHOgZmI j AyMDExLzA3LzA2LzE0XzQ5XzI 4XzI 4MF9hdGhsZXRpY1 9kYW5j ZXI u anBnWwg6BnA6CnRodW1 i I g00NTB4NDUwPg/ athleti c%20dancer. j pg http: / / assets. mlk. com. s3. amazonaws. com/ posters/ 1 933/ si te. j pg?1 385470689 http: / / www. ti cketonli ne. de/ obj / medi a/ DEeventi m/ teaser/ f anti ckets/ j ohnnewman201 4ft. j pg http: / / www. mi ntsouth. com/ 201 2/ wpcontent/ upl oads/ 201 3/ 1 2/ J ohnNewmanFB620x350. j pg http: / / www. apetogentleman. com/ wpcontent/ upl oads/ 201 1 / 08/ Si rPeterBlakeFredPerry. j pg http: / / 3. bp. bl ogspot. com/ _ 7yqWRHRai hk/ StzZ4b6r97I / AAAAAAAADt4/ 6j mMtcc8zhQ/ s400/ fred_ perry_ ad _ camp ai gn_ aadverti si ng_ f all_ wi nter_ 2009_ 201 0. j pg Books Pri nci plesofMarketi ng b y Phi li pKotler,Gary Armstrong Selli ng theI nvi si ble:A Fi eldGui deto ModernMarketi ng By Harry be ckwi th