FR TR PR A A OM GR IT OT AN PL IO CE AN NA L OL
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WHAT'S INSIDE? 3 - Introduction 4 - Who is Trait? 5 - Brand Onion 6 & 7 - Who is Traits Customer?
8 & 9 - Consumer Decision Process 10 & 11 - Brand Identity and Visual Inspiration 12 & 13 -
Packaging and Inspiration
14 & 15 - Photo shoot and Inspiration 16 & 17 - Print Advert 18 & 19 - Communication Tools
20 & 21 - Media Channels 22 & 23 - Summer Promotion 24 & 25 - Winter Promotion 26 & 27 - Time line of Key Events 28 & 29 - Summary 30 - Bibliography and References 31 - Image References
INTRODUCTION
Trait is a new fragrance brand for young women being launched into the market. This report goes through the brands promotional plan, from the creative concept to the execution.
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WHO IS TRAIT?
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“TO BE YOUR SELF IN A WORLD THAT IS CONSTANTLY TRYING TO MAKE YOU SOMETHING ELSE IS THE GREATEST ACCOMPLISHMENT”
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Our brand recognises that everyone has different personalities; the aim is to celebrate this through the means of fragrance. We believe that there is more to a person than their looks; our brand focuses on a person’s character, traits and quirks that makes them individual and different. There are four different fragrances for the consumer to choose from that reflect four different personalities; explorer, sage, creator and lover. What are we without our personality?
RALPH WALDO EMERSON
Is it compelling to our target customer? Giving customers the option to choose a fragrance that reflects their personality is a unique and exciting concept. Trait is helping young people understand that they don’t need to hide away from who they are, they should have confidence in themselves.
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BRAND ONION OUR VISION A fragrance brand that isn’t about beauty and vanity, but instead celebrating all individuals. OUR VALUES Acceptance, honesty, confidence, empowerment, unique OUR BELIEF Individuality is something to be proud of, not to shy away from.
HOW WE TALK Supportive, sincere, positive,upbeat,friendly
HOW WE LOOK Appealing to a young but fashion conscious audience with clean, sharp packaging, branding and promotion. Neutral colour palette.
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HOW WE BEHAVE Honestly - we want our customers to have trust and belief in the brand
POSITION A mid-market fragrance brand that encourages, supports and celebrates all individuals
STRAP LINE A fragrance as unique as you are, bringing your personality traits into your day to day to scent.
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WHO IS TRAIT'S
Explorer – Daisy Matthews Fig
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Age: 24 Location: Leeds Status: Single, shares an apartment with 3 of her friends Occupation: Assistant manager at The Body Shop Where and how she shops: Market stalls and kilo sales for vintage finds. ASOS market place for unique pieces. Brands she wears: The Ragged Priest, Urban Outfitters, Doc Martens Brands she aspires to wear: House of Holland, Ashish Hobbies and interests: Swims 4 times a week to keep in shape. Travelling abroad to experience different cultures. Discovering new bands online and going to gigs at weekends with friends. Magazines and blogs: Enjoys reading the blonde abroad’s travel blog. Social Media: Instagram to share travelling pictures from her gap year abroad
Creator – Georgia McKenna Fig
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Age: 20 Location: Brighton Status: In a relationship, lives in university accommodation Occupation: First year fine art student at University of Brighton Where and how she shops: Shops little and often online as Brighton does not have the stores she likes. Brands she wears: Monki, Zara and Cheap Monday Brands she aspires to wear: Acne, Whistles, COS Hobbies and interests: Volunteering at her local art gallery. Cooking vegetarian food for her and her boyfriend. Enjoys cycling. Spends her summer at art and music festivals. Magazines and blogs: Reads independent zines and has her own blog where she showcases her art work and designs. Social Media: Uses Pinterest for inspiration
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CUSTOMER?
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Sage – Stephanie Terro Fig
Age: 22 Location: Nottingham Status: In a relationship,shares a house with 6 course friends Occupation: Final year pyschology student at Nottingham Trent University, part time job at OFFICE Where and how she shops: Online as quick and convenient, she hasn’t got much spare time juggling writing a dissertation and working at OFFICE Brands she wears: ASOS, Uniqlo, New Balance Brands she aspires to wear: Jil Sandler Hobbies and interests: Member of the public speaking society. Trains and plays netball for the university team. Magazines and blogs: Favourite magazines include Oh Comedy and Cereal. Social Media: Uses twitter to share her thoughts and opinions.
Lover – Amber Osgood Fig
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Age: 18 Location: St Albans Status: Single, lives at home with her parents and brother Occupation: Media student at Oaklands College, works at Cath Kidston at weekends Where and how she shops: Shops most weekends with friends, shopping is a social event for her. Favourite shopping destinations are Oxford Street and Westfield Shopping Centre Brands she wears: Topshop, River Island, Forever 21 Brands she aspires to wear: Chloe, Mulberry, Illamasqua Hobbies and interests: Weekly dance classes. Loves watching makeup tutorials and practising on herself and friends. Magazines and blogs: Buys Glamour monthly. Favourite blogger is Sarah Ashcroft from That Pommie Girl. Social Media: Instagram and snapchat to share her latest beauty and fashion purchases with her friends. 7
CONSUMER DECISION PROCESS Research shows that consumers go through a decision making process when they invest in a product. There are 4 basic steps: recognition of need, searching for information and identification of options, evaluation of options and making the final decision. AIDA is a marketing model that Trait must consider when creating content, it must attract our consumer’s attention and persuade them to take action whether that be liking one of our Instagram posts or purchasing our fragrance. 1. Attention In a world filled with media, Trait needs to ensure we stand out from our competitors and grab our consumer’s attention. Strong imagery and punchy words will be used in our promotions and social media content so it doesn’t go unnoticed. 2. Interest Interest is the most challenging stage of the AIDA model. The attention of some of our target consumer has been gained, but now Trait has to try and engage with them long enough for them to understand our brand vision and message. 3. Desire As Trait builds our customers interest, we want them to desire our brand and products. This will be done by appealing to their wants and needs. 4. Action Trait has now won the attention of our customer, interested them with our content and created a desire for our brand and product. The final stage is moving the customer into interacting with the brand, by visiting our website or making a purchase for example.
"UNDERSTAND THE CUSTOMER. BUILD ON THEIR PERCEPTIONS, PREFERENCES, DREAMS, VALUES AND LIFESTYLES" ALINA WHEELER, DESIGNING BRAND IDENTITY, 2012
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Grab their ATTENTION Build their INTEREST THE AIDA MODEL
Create the DESIRE Persuade them to take ACTION 9
BRAND IDENTITY
TRAIT
NOUN: a distinguishing
feature of your personal nature
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VISUAL INSPIRATION
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We wanted Trait to look minimal and clean to reflect our consumer’s modern, fashion conscious lifestyle. The way in which a product looks is one of our consumers main purchase motivations so it is important that our branding and packaging appeals to our customers wants and needs. We drew inspiration from &Other Stories and kikki.K branding and store interior: simple yet striking. 11
PACKAGING
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“YOUNGER MILLENNIALS ARE MOST LIKELY TO DESIRE PRODUCTS WITH PACKAGING WORTHY OF BEING DISPLAYED IN THE HOME” CHARLOTTE LIBBY, MINTEL, 2014
The visual design of beauty and fragrance products is a high importance to consumers. A report from the database Mintel shows that 39% of fragrance buyers prize the high-quality look and feel of packaging while 30% consider visually appealing designs to be important, rising to almost half (48%) of 16-24-year-old buyers, which is the age group Trait are targeting. Our packaging is minimalist and modern, keeping true to our brand identity. The bottles are matt white with hand drawn illustrations, they stand out from the pretty, delicate bottles that saturate the fragrance market.
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F
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INSPIRATION
PHOTO SHOOT OUTCOME
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Deconstruction was the word that inspired our print advert images. We wanted the photos to reflect the breakdown of a person’s personality, the broken up mannequin parts helps to do this and also create an editorial feel. The images follow a monochrome colour palette which reflects Traits neutral branding. The models hair and makeup was kept natural, our brand wants the customer to feel confident and comfortable in their own skin. For the print advert, post production was used to break up the image with straight, bold lines to represent the breakdown of a personality and the 4 different fragrances our brand has to offer.
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INSPIRATION
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DECONSTRUCTION
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COMMUNICATION TOOLS Trait has 4 types of target consumer who are very different to each other so it is important that our print adverts reach all of them, instead of targeting just one of the consumer groups. Adverts on billboards in shopping centres and high streets ensure maximum exposure as it is not consumer specific and will reach a wide audience. Trait will advertise on public transport, including buses, trams and on the tube, as this how the majority of our young age group consumer gets around. In 2015 there were 5.2 million passenger journeys made on local buses services, this statistic shows the popularity of public transport and how it is a prime advertising space. The fragrances will be stocked in high street stores such as Boots and The Perfume shop, they are easily accessible stores that can be found in most shopping destinations. Scent cards will be available featuring the Trait logo. With every purchase of a Trait fragrance bottle the customer will receive a branded card bag with a light pink ribbon handle, this makes the purchase feel more special and perfect to give as a gift. Shoppers walking around holding the branded trait bag is a further communication and promotion tool.
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TRAIT
A FRAGRANCE AS UNIQUE AS YOU ARE
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MEDIA CHANNELS
WEBSITE Trait will have a website enabling customers to purchase Trait online. In recent years online fragrance sales have over taken in store purchases, therefore it is important that Trait has an online presence. The homepage of Trait’s website will feature a quiz for customers to complete to find out what fragrance is best suited to their personality according to the answers they provide. This creates an interactive element for the customer and makes their shopping experience with Trait more personal. .
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"AS OF MARCH 2016 8 IN 10 UK CONSUMERS HAD ACCESSED A SOCIAL NETWORK IN THE PREVIOUS THREE MONTHS." Sara Ballaben, Mintel, 2016
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SOCIAL MEDIA Trait will be found across all major social media channels: Facebook, Twitter, Instagram and Pinterest. We recognise the importance of these channels: 8 in 10 consumers have recently accessed a social network and is often the first thing people look at in the morning and the last thing they look at night. Social media allows Trait to quickly gauge customer response by how they are reacting to the content that is posted. Brand awareness and product information can be shared quickly to a large audience. However there are downsides of social media to consider. Negative comments can be made and seen by everyone and it is difficult to measure the success of a social media campaign.
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SUMMER PROMOTION For the summer months Trait fragrance will be available to purchase in miniature travel size bottles alongside the standard size. Our target consumer spends their summer abroad and at festivals, Trait recognises that it isn’t possible or convenient to carry round full size bottles so this is a solution to the problem. It will be promoted by a new print being created and circulated, and the fragrance being able to buy at duty free in airports. Trait will be found at all major UK festivals in the form of a pop up shop, offering festival goers’ fragrance samples to keep them smelling fresh all weekend. There will be a photo booth with various different props reflecting the 4 different personalities, customers will be encouraged to share their photos on Twitter and Instagram using the hashtag #thisismytrait to create a real social media buzz surrounding Trait fragrance. A chill out zone with comfy bean bags and phone charging points will allow customers to escape the noise and crowds of the festival, and can relax with Trait fragrance. The pop up shop allows consumers to interact physically with our brand and offers Trait face to face opportunity to communicate our brand message and vision.
32% OF FESTIVAL GOERS ARE AGED BETWEEN 18 AND 25
£130 IS THE AVERAGE ATTENDEE'S TOTAL EXPENDITURE ON-SITE
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91% TAKE A SMART PHONE TO A FESTIVAL
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WINTER PROMOTION 83% of adults do not feel confident about their bodies,Trait wants this to change. We have chosen to join forces with the charity BODY, a charitable organisation that celebrates individuality and strives to cure those with Body disorders. They believe we are ALL unique and we are ALL beautiful. BODY is reliant on donations to keep the charity running and to help as many people as possible. From every purchase of Trait fragrance made from November to the end of December, £5 will be donated to BODY which is enough to fund printing of self-esteem leaflets for 300 students at one of their workshops. 80 % of The Perfume Shop’s sales come in November and December, therefore collaborating with the charity in this time period ensures that maximum money is raised for BODY. Customers choosing to buy Trait for Christmas gifts will not only be treating their loved ones but will also be making a difference by a percentage of their purchase going to charity. Trait’s website will have a section dedicated to BODY, allowing customers to explore, discover and get involved with the charity. The purpose of the collaboration is help both Trait and BODY gain promotional media, reach new audiences and to generate awareness of body issues. Successful collaborative partnerships manage to build upon the power and recognition associated with each brand, combining their strengths to make something unique that Trait and BODY could not achieve on their own.
95% OF THOSE WHO HAVE EATING DISORDERS ARE AGED BETWEEN 12 - 25 ANAD, 2016
"COLLABORATIONS
HAPPEN TO HELP BRANDS GAIN PROMOTIONAL MEDIA COVERAGE, REACH NEW AUDIENCES AND BENEFIT FROM THE 'COOL FACTOR' OF PRODUCING SOMETHING NOVEL AND UNEXPECTED"
£100 FUNDS A YOUNG PERSON THROUGH A FULL MONTH OF THERAPY AT BODY
Cope and Maloney, 2016
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TIME LINE OF
May 2016, Launch event Experiential event, allowing consumers to interact physically with trait. The space will have 4 different rooms with interior representing June 2016, the 4 different Trait Poster advert personalities sprayed laumch with the corresponding Trait’s print adverts scent. will be seen across public transport and billboards across major Uk town and cities.
July September 2016, Summer Promotion In the summer months Trait will launch the travel friendly miniature bottles. Trait pop up shops will be found across music festivals, Bestival and What’s next for trait? Latitude to name a few, - There is an opportunity for Trait to expand to get the brand seen our product line by adding more fragrances by and heard. introducing additional personality types, rebel and jester for example. This would hopefully increase customers and widen the consumer type. - If customers respond well to the charity collaboration and BODY are happy to carry on working with Trait, the brand will continue to work alongside the charity to raise awareness and educate on body disorders. - Trait wishes to create and launch an app for smart phones and tablets. The app will send the user a positive or inspiring quote each morning, meaning the day can be started on a high note. This is another of way of building relationships with our customers.
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KEY EVENTS
January February 2017, Introduction of gift set In time for Valentine’s day, a gift set will be launched. This will launch November Trait into the gifting December 2016, BODY market. charity collaboration £5 of every Trait purchase made within these months will be donated to BODY, a charity that strives to cure those with body disorders.
October 2016, Bloggers Working with 4 different fashion and lifestyle bloggers that we believe represent creator, lover, sage and explorer.
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FOUR PERSONALITIES: FOUR FRAGRANCES CELEBRATING ALL INDIVIDUALS INSPIRING WOMEN TO BE CONFIDENT IN THEMSELVES AND THEIR BODIES A FRAGRANCE AS UNIQUE AS YOU ARE, BRINGING YOUR PERSONALITY TRAITS INTO YOUR DAY TO DAY SCENT
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LIST OF REFRENCES
LIST OF ILLUSTRATIONS
Fig 1 (front cover) Campaign image (group work) 2016 Fig 2 Campaign image (group work) 2016 Fig 3 Photoshoot image (group work) 2016 Fig 4 Brand logo (group work) 2016 Fig 5 Daisy Matthews (Facebook) 2016 Fig 6 Georgia McKenna (Facebook) 2016 Ballaben, S. (2016) Social and media Fig 7 Stephanie Terro (Facebook) 2016 networks - UK - may 2016. Available Fig 8 Amber Osgood (Facebook) 2016 Fig 9 &Other Stories http://en.vogue.fr/ at: http://academic.mintel.com/ fashion/fashion-news/articles/-other-stodisplay/748268/ (Accessed: 29 May ries-boutiques-stores-europe/22140 2013 2016). Fig 10 &Other Stories (own image) 2016 Fig 11 &Other Stories http://and-other-stoDisorders, A. (2016) ANAD Homepage. ries.tumblr.com/post/76313999217/a-new-seaAvailable at: http://www.anad.org/ son-means-new-bags-in-colours-inspired 2016 (Accessed: 30 May 2016). Fig 12 kikki.K http://www.popsugar.com. au/home/Kikki-K-Chadstone-Store-TourLibby, C. (2016) Beauty and personal 38843908#photo-38843940 care packaging trends - UK - November Fig 13 and 14 http://theinteriorsaddict. 2014. Available at: http://academic. com/kikki-k-open-world-first-concept-storein-melbourne mintel.com/display/679735/?highlight Fig 15 Trait packaging (group work) 2016 (Accessed: 24 May 2016). Fig 16 Packaging moodboard (own work) 2016 Fig 17 Photoshoot images (group work) 2016 Market report - UK Festival Awards Fig 18 Photoshoot inspiration https:// (no date) Available at: http:// s-media-cache-ak0.pinimg.com/origiwww.festivalawards.com/wp-content/ nals/4e/6a/70/4e6a70b3a7c8d4036daeuploads/2015/07/UKFA2014_MarketReport. 4a671037ebf5.jpg pdf (Accessed: 30 May 2016). Fig 19 Photoshoot inspiration https://www. flickr.com/photos/maisieblasie/4666647978/ Transport Statistics Great Britain in/faves-cur3es/ 2009 2015 (no date) Available at: https:// Fig 20 Photoshoot inspiration https:// www.gov.uk/government/uploads/system/ uk.pinterest.com/pin/534872893226073830/ Fig 21 Photoshoot inspirauploads/attachment_data/file/489894/ http://ffffound.com/image/a1abtsgb-2015.pdf (Accessed: 29 May 2016) tion 840088665cf278620d7775b4ddf26bbf900d Fig 22 Print advert (group work) 2016 Welsh, N. (2014) How donations help. Fig 23 Scent cards (group work) 2016 Available at: http://bodycharity. Fig 24 Bus advert (own work) 2016 co.uk/how-donations-help (Accessed: 30 Fig 25 Billboard (own work) 2016 May 2016). Fig 26 Iphone (own work) 2016 Fig 27 Ipad (own work) 2016 Wheeler, A. (2012) Designing brand Fig 28 Festival http://www.mirror. identity: An essential guide for the co.uk/tv/tv-news/latitude-festival-2014-jack-dee-3633862 2014 whole branding team. 4th edn. United Fig 29 Body confidence https:// States: John Wiley & Sons Canada.
AIDA: Attention-interest-desireaction: Inspiring action with your writing. Available at: https://www. mindtools.com/pages/article/AIDA.htm (Accessed: 31 May 2016).
www.buzzfeed.com/zebrazebrazebra/20-reactions-to-how-society-says-we-should-look-v5ff?utm_term=. siVv0DWD3#.yngQnvNvm 2014 Fig 30 Campaign image (group work) 2016
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BIBLIOGRAPHY Books Cope, J. and Maloney, D. (2016) Fashion promotion in practice. United Kingdom: Bloomsbury Academic. Kubel, H., Williams, S. and Posner, H. (2015) Marketing fashion: Strategy, Branding and promotion - 2nd edition. United Kingdom: Laurence King Publishing. Wheeler, A. (2012) Designing brand identity: An essential guide for the whole branding team. 4th edn. United States: John Wiley & Sons Canada. Additional sources Ballaben, S. (2016) Social and media networks - UK - may 2016. Available at: http://academic.mintel.com/display/748268/ (Accessed: 29 May 2016). Digital, C. (2015) Selling scents - the beauty advisor. Available at: http://www.beauty-magazine.co.uk/selling-scents (Accessed: 30 May 2016). Disorders, A. (2016) ANAD Homepage. Available at: http://www.anad. org/ (Accessed: 30 May 2016). Libby, C. (2016) Beauty and personal care packaging trends UK - November 2014. Available at: http://academic.mintel.com/ display/679735/?highlight (Accessed: 24 May 2016). Market report - UK Festival Awards (no date) Available at: http:// www.festivalawards.com/wp-content/uploads/2015/07/UKFA2014_ MarketReport.pdf (Accessed: 30 May 2016). Transport Statistics Great Britain 2015 (no date) Available at: https://www.gov.uk/government/uploads/system/uploads/attachment_ data/file/489894/tsgb-2015.pdf (Accessed: 29 May 2016) Welsh, N. (2014) About us. Available at: http://bodycharity.co.uk/ about-body-charity (Accessed: 30 May 2016).
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