L H
LAURA HOLTON
PROFESSIONAL PORTFOLIO FASHION, BRAND PROMOTION & PHOTOGRAPHY FM2022 DIGITAL CV & PORTFOLIO
L H
CONTENTS
DIGITAL CV MISSGUIDED A/W 15/16 LOOKBOOK BESAFE RESEARCH & MARKETING GOLA TREND DEVELOPMENT & PRODUCT DESIGN
LAURA HOLTON
L H
PHOTOSHOP / LIGHTROOM
CREATIVITY
ILLUSTRATOR
TEAM WORK
INDESIGN
ORGANISATION
PREMIERE PRO
COMMUNICATION
MICROSOFT OFFICE
PERSONAL PROFILE
RESEARCH
A hard working mature and responsible university student who is at the early stages of embarking on her career within the fashion industry. The current aim is to graduate with a BA Honors in Fashion, Brand Promotion and Photography via the University of Central Lancashire. Throughout my semesters, there have opportunities to work on live briefs, each one in a specific area of the industry. Research is a strong element to any project I approach with clear indications to the customer and market positioning. These tasks are all approached in the same way, in consideration to creativity and innovative thinking, whilst also being highly organised with time management and communication.
INDUSTRY EXPERIENCE
INDUSTRY EXPERIENCE
Lead Creative Developer Edward Taylor Textiles, Blackburn April 2015 - Present • • • • • •
Market research, identifying gaps in the market and design concepts for the brand. Brand identity, considering tone/style paired with the branding guidelines Marketing campaign model, including the set up of E-Commerce and Social Media functionalities Trend development/prediction for S/S 15 and A/W 15/16 Garment designs - trims, colour ways, prints and detailing Garment prototyping - tech pack Sales Assistant Bench, Americana International, Cheshire Oaks January 2013 - March 2015 September 2010 - September 2012
• • • • •
Stockroom control systems Shop layout and visual merchandising Customer service and advice Knowledge and understanding of KPI’s, UPT’s and ATV’s Experience was also gained in refunds, exchanges and credit notes
University of Central Lancashire BA (Hons) Fashion, Brand Promotion, Photograghy September 2013 - Present Predicted Grade: 1st • • • • • • •
Live Briefs from Gola and Missguided Trend prediction and development Marketing campaign development – focusing on social media and e-commerce Garment Designs – CAD Flats, colour ways Product Photography – catalog and editorial styles Product launch to market Market and customer research Deeside College, 2013 Foundation Studies in Art and Design Pre Degree L3/L4 Grade: Distinction Bishops High School, A-levels, 2012 Art & Design, Media studies, Geography and Citizenship Grade: B’s Bishops High School, GCSE’s, 2010 11 GCSE’s including English, Math’s, Sciences and Arts. Grade: A’s & B’s
Term Address: B54 Leighton Hall, Leighton Street, Preston, PR1 8RH
Out of Term Address: 109 Marian Drive, Great Boughton, Chester, CH3 5RY
Email: laura.s.holton@mac.com
Telephone: +44 7557668901
L H
PROJECT ONE
MISSGUIDED To create a lookbook in the Missguided image, a large amount of research went into understanding the market level and the customer basis Missguided have. With other research touching on trends, allowing for a trend board to be created to help specify the direction of the lookbook. Throughout the processes of research, time management played a key role for organising the location, photographer and models. Accompanying the lookbook, is a supporting thirty second video, to allow for the extra content. With these two specific areas, an understanding of the brand is key, which is noticable throughout.
Primary & Secondary Customer Profiles Trend Analysis A/W 15/16 Photography Lookbook 30 second Promotional Video
L H Primary Customer
CUSTOMER PROFILE
Catwalk, celebrity, social media, bloggers and street style, creating an online fashion destination that encompasses and celebrates everything it means to be a girl in a digitally immersed world today. For the dreamers, believers and night lovers, taking the risks no one else dares to take.
Laura Higginbottom Women 16 - 25
Students and Graduates
Acorn Group K Type 34
896K Instagram Followers
Laura is the primary target market for Missguided. Laura is keen to keep on to of the latest trends, so shops quite often whilst aiming for brands that offer high fashion and affordable prices. The primary customer has generally received a higher education to A levels or diploma and are living in purpose built private sector student accommodation. Most are singles or young couples, most yet to start a family. Regular internet users, they are generally comfortable with researching and buying goods. Groceries, music, musical equipment, smartphones, and clothes might be bought online. Their online purchases may often be influenced by reading customer reviews or comments. A significant number will use their smartphone to enter TV and social media competitions. Regularly go to the gym to attend exercise, dance or similar classes. Film, educational an style magazines are their preferred reading matter.
MG Festival ￡3 -￡40
Missguided Active ￡8 - ￡20 768K Facebook Followers
81.7K Twitter Followers
Missguided Clothing ￡8 - ￡45
Gifts, Accessories and Sale ￡2 - ￡28
The primary customer will receive promotions, such as competitions through direct mail, which will create a positive action of visiting the website or social media pages, this is where an advertisement needs to be in place with a CTA.
L H Secondary Customer
CUSTOMER PROFILE
Catwalk, celebrity, social media, bloggers and street style, creating an online fashion destination that encompasses and celebrates everything it means to be a girl in a digitally immersed world today. For the dreamers, believers and night lovers, taking the risks no one else dares to take.
Kat Hirst
Women 26 - 35
Graduates and Work Starters
Acorn Group D Type 16
App & Internet Users
Kat is the secondary target market for Missguided. Kat likes to stay on top of fashion with impulse buys as well as the odd expensive treat, however still has affordability on her mind. Younger professional people in their twenties and thirties, generally they will be graduates and work in professional and managerial occupations. These people form the internet generation, over a third of them might spend over 3 hours a day online. They research finances, a wide range of online purchases, and book tickets and travel. These people often read reviews or consumer ratings when researching purchases. They are likely to share their opinions regularly in discussion forums and comment on blogs. Many get their information from online newspapers or magazines and RSS feeds are often used to keep up to date. While they will use social media, fewer tend to be very frequent users. Offline many enjoy travel, music and film in addition to their regular social lifestyle.
MG Festival ￡3 -￡40
Missguided Active ￡8 - ￡20 4,648 Youtube Followers
72,324 Google+ Followers
Missguided Clothing ￡8 - ￡45
Gifts, Accessories and Sale ￡2 - ￡28
The secondary customer are likely to receive email updates about Missguided, such as when they are organising events and competitions. This is similar to the primary customer, however social media will play a smaller part .
L H
ECCENTRIC OVERSTATEMENT
TREND ANALYSIS
Autumn/Winter 15/16
Grasp the opulence this season in a vibrant blend that creates an over stated eccentric style. The clash of graphics compliment one another, giving you an engagement between your style and setting. Revel in the new seasons hues featuring a base of burnt orange that builds into an elaborate artistic design, allowing you to become more confident and unpredictable within your own style.
19 2524 pantone
19 3576 pantone
14 5116 pantone 18 2985 pantone
18 5690 pantone
12 4604 pantone 15 5218 pantone
19 6394 pantone
L H
A/W 15 LOOKBOOK
MISSGUIDED LOOKBOOK - LOADING PAGE
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
Rebels Act Together Shop Season
THE LOOKBOOK
THE HEADLINE ACTS
The Lookbook Shop Season
Lets rebel Together THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
MAXI DRESS £30
CROCHETED CROP TOP £20
THE LOOKBOOK
THE HEADLINE ACTS
FRINGED BAG £18
BLACK FEDORA £15
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
PATTERNED KIMONO £25
CROCHETED CROP TOP £20
BLACK HAT £15
SHOP MISSGUIDED
L H
A/W 15 LOOKBOOK
MISSGUIDED LOOKBOOK - SINGLE PAGE LOOKBOOK
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
Rebels Act Together
Rebels Act Together
Shop Season
THE LOOKBOOK
THE HEADLINE ACTS
The Lookbook Shop Season
Lets rebel Together THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
MAXI DRESS £30
CROCHETED CROP TOP £20
FRINGED BAG £18
BLACK FEDORA £15
Shop Season THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
PATTERNED KIMONO £25
CROCHETED CROP TOP £20
BLACK HAT £15
SHOP MISSGUIDED
L H
A/W 15 LOOKBOOK
MISSGUIDED LOOKBOOK - SINGLE PAGE LOOKBOOK
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
Rebels Act Together Shop Season
THE LOOKBOOK
THE HEADLINE ACTS
The Lookbook Shop Season
The Lookbook
Lets rebel Together THE LOOKBOOK
THE FILM
BLOGGER LINE UP
MEET THE MODEL
MAXI DRESS £30
Shop Season
CROCHETED CROP TOP £20
THE LOOKBOOK
Lets rebel Together
THE HEADLINE ACTS
THE HEADLINE ACTS
FRINGED BAG £18
BLACK FEDORA £15
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
PATTERNED KIMONO £25
CROCHETED CROP TOP £20
BLACK HAT £15
SHOP MISSGUIDED
L H
A/W 15 LOOKBOOK
MISSGUIDED LOOKBOOK - SINGLE PAGE LOOKBOOK
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
MAXI DRESS £30 FRINGED BAG £18
Rebels Act Together Shop Season
THE LOOKBOOK
THE HEADLINE ACTS
The Lookbook Shop Season
Lets rebel Together THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
MAXI DRESS £30
CROCHETED CROP TOP £20
FRINGED BAG £18
BLACK FEDORA £15 CROCHETED CROP TOP £20
THE LOOKBOOK
THE HEADLINE ACTS
BLACK FEDORA £15
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
PATTERNED KIMONO £25
CROCHETED CROP TOP £20
BLACK HAT £15
SHOP MISSGUIDED
L H
A/W 15 LOOKBOOK
MISSGUIDED LOOKBOOK - SINGLE PAGE LOOKBOOK
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
PATTERNED KIMONO £25
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
Rebels Act Together Shop Season
THE LOOKBOOK
THE HEADLINE ACTS
The Lookbook Shop Season
Lets rebel Together CROCHETED CROP TOP £20 BLACK HAT £15
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
MAXI DRESS £30
CROCHETED CROP TOP £20
THE LOOKBOOK
THE HEADLINE ACTS
FRINGED BAG £18
BLACK FEDORA £15
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
PATTERNED KIMONO £25
CROCHETED CROP TOP £20
BLACK HAT £15
SHOP MISSGUIDED
L H
A/W 15 LOOKBOOK
MISSGUIDED LOOKBOOK - SINGLE PAGE LOOKBOOK
THE LOOKBOOK
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
SHOP MISSGUIDED
FAUX FUR JACKET £45
MOZAIC DRESS £30
Come Alive Again
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
WHITE RIBBED CROP TOP £12
PAISLEY JUMPSUIT £25
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
FLORAL WEDGED BOOTS £30
Shop The Campaign
The Headline Acts FIND YOUR REBEL ACT IN THIS SEASONS COLLECTION EDIT
FAUX FUR JACKET £45
COME GET IT
MOZAIC DRESS £30 THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
Shop The Campaign
Come Alive Again
The Film
REBELS ARE CALLING OUT THIS AUTUMN, READY TO BREAK OUT. WATCH THE FILM AND JOIN THE REBEL ACT...
The Rebels Act
THE LOOKBOOK
Missguided
THE HEADLINE ACTS
YouTube
THE FILM
BLOGGER LINE UP
MEET THE MODEL
Shop Missguided
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
L H
A/W 15 LOOKBOOK
MISSGUIDED LOOKBOOK - SINGLE PAGE LOOKBOOK
THE LOOKBOOK
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
SHOP MISSGUIDED
FAUX FUR JACKET £45
MOZAIC DRESS £30
Come Alive Again
WHITE RIBBED CROP TOP £12
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
WHITE RIBBED CROP TOP £12
PAISLEY JUMPSUIT £25
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
FLORAL WEDGED BOOTS £30
Shop The Campaign
The Headline Acts FIND YOUR REBEL ACT IN THIS SEASONS COLLECTION EDIT
COME GET IT
PAISLEY JUMPSUIT £25
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
Shop The Campaign
The Film
REBELS ARE CALLING OUT THIS AUTUMN, READY TO BREAK OUT. WATCH THE FILM AND JOIN THE REBEL ACT...
The Rebels Act
THE LOOKBOOK
Missguided
THE HEADLINE ACTS
YouTube
THE FILM
BLOGGER LINE UP
MEET THE MODEL
Shop Missguided
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
L H
A/W 15 LOOKBOOK
MISSGUIDED LOOKBOOK - SINGLE PAGE LOOKBOOK
THE LOOKBOOK
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
SHOP MISSGUIDED
FAUX FUR JACKET £45
MOZAIC DRESS £30
Come Alive Again
FLORAL WEDGED BOOTS £30
THE LOOKBOOK
Shop The Campaign
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
WHITE RIBBED CROP TOP £12
The Headline Acts FIND YOUR REBEL ACT IN THIS SEASONS COLLECTION EDIT
PAISLEY JUMPSUIT £25
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
FLORAL WEDGED BOOTS £30
Shop The Campaign
The Headline Acts FIND YOUR REBEL ACT IN THIS SEASONS COLLECTION EDIT
COME GET IT
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
Shop The Campaign
COME GET IT
The Film
REBELS ARE CALLING OUT THIS AUTUMN, READY TO BREAK OUT. WATCH THE FILM AND JOIN THE REBEL ACT...
The Rebels Act
THE LOOKBOOK
Missguided
THE HEADLINE ACTS
YouTube
THE FILM
BLOGGER LINE UP
MEET THE MODEL
Shop Missguided
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
L H
A/W 15 LOOKBOOK
MISSGUIDED LOOKBOOK - SINGLE PAGE LOOKBOOK
THE LOOKBOOK
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
SHOP MISSGUIDED
FAUX FUR JACKET £45
Shop The Campaign
MOZAIC DRESS £30
Come Alive Again
THE LOOKBOOK
The Film
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
WHITE RIBBED CROP TOP £12
PAISLEY JUMPSUIT £25
REBELS ARE CALLING OUT THIS AUTUMN, READY TO BREAK OUT. WATCH THE FILM AND JOIN THE REBEL ACT... THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
FLORAL WEDGED BOOTS £30
Shop The Campaign
The Headline Acts FIND YOUR REBEL ACT IN THIS SEASONS COLLECTION EDIT
The Rebels Act
Missguided
YouTube
COME GET IT
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
Shop The Campaign
The Film
REBELS ARE CALLING OUT THIS AUTUMN, READY TO BREAK OUT. WATCH THE FILM AND JOIN THE REBEL ACT...
The Rebels Act
THE LOOKBOOK
Missguided
THE HEADLINE ACTS
YouTube
THE FILM
BLOGGER LINE UP
MEET THE MODEL
Shop Missguided
https://youtu.be/KafwpeBtaro
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
L H
A/W 15 LOOKBOOK
MISSGUIDED LOOKBOOK - SINGLE PAGE LOOKBOOK
THE LOOKBOOK
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
SHOP MISSGUIDED
FAUX FUR JACKET £45
MOZAIC DRESS £30
Come Alive Again
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
WHITE RIBBED CROP TOP £12
PAISLEY JUMPSUIT £25
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
FLORAL WEDGED BOOTS £30
Shop The Campaign
The Headline Acts FIND YOUR REBEL ACT IN THIS SEASONS COLLECTION EDIT
COME GET IT
THE LOOKBOOK
THE HEADLINE ACTS
THE FILM
BLOGGER LINE UP
MEET THE MODEL
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
Shop The Campaign
The Film
REBELS ARE CALLING OUT THIS AUTUMN, READY TO BREAK OUT. WATCH THE FILM AND JOIN THE REBEL ACT...
Shop Missguided
The Rebels Act
THE LOOKBOOK
Missguided
THE HEADLINE ACTS
YouTube
THE FILM
BLOGGER LINE UP
MEET THE MODEL
Shop Missguided
SOCIAL
MAIN STAGE
SHOP MISSGUIDED
L H
PROJECT TWO
BESAFE This brief incorporated two main stages, ‘first hand research’ and ‘online advertising’. The frst stage was made up of both primary and secondary research, whilst paying close attention to questionnaires and focus groups, which will have the biggest impact for the final outcome. Once this area of the industry was researched, it then came down to the second stage, where a rangeof ideas aimed to reach three key factors: - Help the customer understand the brand - Simplify their selection process - And to encourage sales of another type of product
Primary & Secondary Customer Profiles Customer Research Market Research Advertising Ideas Final Outcomes & Market Positioning
L H Primary Customer
CUSTOMER PROFILE
Smart, confident, responsible and educated. They know what they want and plan in advance. Keeps busy and lives life to its fullest, with travelling, hanging out and everything else in between.
REBECCA AND JACK Age Bracket 18 - 21
Primarily Women
College & University Students
Acorn Group K Type 34
They are the primary target market for BeSafe, aged 19 and 20. They met at university and are in the first stages of a relationship. The primary customer has generally received a higher education to A levels or diploma and are living in purpose built private sector student accommodation. Most are singles or young couples, most yet to start a family. Regular internet users, they are generally comfortable with researching and buying goods. Groceries, music, musical equipment, smartphones, and clothes might be bought online. Their online purchases may often be influenced by reading customer reviews or comments. A significant number will use their smartphone to enter TV competitions, ad supplement their spending power by downloading coupons or vouchers. Regularly go to the gym to attend exercise, dance or similar classes. Film, educational and style magazines are their preferred reading matter.
Amazon ￡2.50 -￡15
BeSafe Welcome offer ￡13.80 - ￡16.80 Social Media Orientated
Generation Z
BeSafe NUS Extra ￡1.50 - ￡5.50
BeSafe Products (full price) ￡2.50 - ￡28
The primary customer will receive promotions, such as competitions through direct mail, which will create a positive action of visiting the website or social media pages, this is where an advertisement needs to be in place with a CTA.
L H Secondary Customer
CUSTOMER PROFILE
Smart, confident, responsible and educated. They know what they want and plan in advance. Keeps busy and lives life to its fullest, with travelling, hanging out and everything else in between.
CLAIRE AND JARONE Age Bracket 22 - 25
Primarily Women
University Students / Leavers
Acorn Group K Type 36
They are the secondary target market for BeSafe, aged 22 and 24. They are starting a long term relationship, graduating from university and considering further studies / career. The secondary customer are young people at the early stages of their career and are often found in urban cosmopolitan areas. These young people spend more time online than many, while also having active social lives. They are more likely to have smart phones, portable media players, and perhaps tablet computers, through which they may access the internet. Online research might include buying tickets for cinema or events, eating out, or searching for somewhere to live. They are likely to frequent fast food outlets and coffee shops. The convenience of online shopping delivery will be attractive to some, as will reading newspapers online. Downloading music, streaming videos and other online entertainment may also be done by these people.
Amazon ￡2.50 -￡15
BeSafe Welcome Offer ￡13.80 - ￡16.80 Online Shoppers
Generation Z
BeSafe NUS Extra ￡1.50 - ￡5.50
BeSafe Products (full price) ￡2.50 - ￡28
The secondary customer will find connectivity with some of the promotional images as they are of similar ages. There will be a high interest in discounts as they may have juststopped having NUS discounts.
L H
CUSTOMER RESEARCH
BeSafe Condoms
Primary and Scondary research showed that their was a higher percentage of women buying condoms than men. The split 75/25
21 - 24 Primarily to 15%
educate the market. Primary A secondary affect would be research showed that to increase in brand awareness. the majority of 25 + customers hit in the age To communicate the idea of being bracket - 20 prepared and18 how you(75%) should protect yourself against STI’s and with 15% falling intounwanted the pregnancies. would be in a bracket 21This -24, small traditional frame ad online (conisder market above 25.
Other Primarily to 10%
Single educate the market. The relationship 30%A secondary affect would be
banner movement) as well as looking at placement on TV screens in clinics. 18 - 20 (75%)
Female 75%
s Statu p i h ns
status of target Long to increase in the brand awareness. market varied greatly. Term Relation This is expected this To communicate thefrom idea of being ship prepared and how protect age bracket, it you alsoshould shows 15% yourself that atagainst least STI’s 70%and ofunwanted the pregnancies. This would be in a market buy condoms traditional frame ad online (conisder bannerregularly. movement) as wellCasual as
ity tiv c A
3+ times a week 11%
Primarily to educate the market. The variety of A secondary affect would be relationships are 2/3 once a to increase in brand awareness. times a reflected within the week week activity the Tosexual communicate theof idea of being21% 28% market anyou average prepared andon how should protect yourself against and unwanted month. This STI’s concludes pregnancies. This would that condoms are be in a traditional frame ad online (conisder regularly needed.
The S exu al
Male 25%
et ack r eB
The Re lat io
r me ts o
The Key Ag
The K ey Cu
RESEARCH - The Customer
banner movement) as well as looking at placement on TV screens in clinics. Less than once a week 40%
sex looking at placement on TV screens in clinics. 15% In a relationship
30%
Primary Research was primarily conducted throughout a questionnaire, the data was collected from a sample group of 52 people. The questionnaire was delivered to an equal amount of males and females between the ages of 16 and 30. The results were collected online and so varying factors could have affected the results, however secondary research helped to confirm the validity of the data collected. The questionnaire was used as a way to understand the customer and their lifestyle before moving on to a focus group, which narrowed down on to the thoughts of the BeSafe brand and products.
Online (brands own website)
Established brand
Online (mass brand website - Amazon etc)
Variety of products / discreet appearance
BeSafe
Boots / Superdrug
High amount of ads
Durex
To understand the customer and their needs, you need to know where they shop or would prefer to shop. This was an interesting result as nearly three quarters of the market got their condoms from sexual health clinics.
Supermarkets
Doctors
Trusting the brand is the most important aspect for customers this how the brand becomes established. However statistics are key to show how good the product is. Unsurprisingly, discount is also an enticing aspect that alters some peoples choice in brand.
Discount (student / discount codes) High amount of statistics
Sexual Health Clinic
Too embarrassed
School (high school/ university)
Do not like condoms
Brionee Fenlon “I would probably go for Durex due to the reputation and popularity of the brand. However the packaging on the BeSafe product is more interesting.”
Kate Graham “I would probably buy the Durex oness as the packaging tells you how reliable and trusted they are.”
Trojan
Mates Joshua Ward “Brand that everyone knows so is trusted. This is the one I would go for, different range of products that can be obtained from one brand in many places - easier to get hold of.”
Pasante
Other
0%
10%
20%
30%
40%
50%
60%
70%
0%
10%
20%
30%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Within the questionnare a variety of areas were covered, here I have included where they get their condoms from and what makes them choose a certain brand. These are key questions that enable us to understand our customer and their lifestyle, knowing their preferences means we can address what is missing within the BeSafe brand. I have included quotes from the focus group, which was made up of a sample group of 3 people - 2 female and 1 male (aged 19, 20 and 21), this was so we could cover the range of the primary customer.
L H
MARKET RESEARCH
BeSafe Condoms RESEARCH - The Market
des titu t rA
Focus could be moved towards young people. Young people may not be receiving adequate education on healthy relationships in schools as well as the dangers of STIs/STDs, offering more opportunities for brands to reach out to them using technology.
stics tati S ia ed M Social media sites account for 7.72% of referrals to retail sites
Ma rke t Only 19% of active young women use condoms on a regular basis.
Those arriving from Pinterest are reportedly more valuable, however Facebook referrals converted to sales at nearly four times the rate of Pinterest. 75% of Twitter users interacted with a brand, compared to just above 50% on Facebook.
15 ds n e Tr 2014 was the year that social commerce integrations took off
From making Instagram shoppable to the Twitter Buy Button. Consumers want to make purchases from their social feeds. 70% of marketers plan to boost the budget assigned to Twitter, Facebook and Instagram. Social advertising will see 31% growth in the US this year.
So cia l
25% of students will get STIs due to a lack of knowledge and awareness on the issue.
Advertising and product innovations have been aimed towards women in 2012/13
Technology Generation - Women spend more time online (Social Media)
Women are dominating social media and e-commerce so these tools of communication are essential to build a relationship with this demographic and the community. These platforms are all about engaging in a transparent and interesting manner.
So cia l
lth ea H
g in
WGSN -
91% of women feel that advertisers do not understand them. A campaign needs to incorporate emotional reasoning with rational information. Messaging must be positive and emphasise attention to detail.
e m
WGS N-
WGSN -
Co ns u
Women are responsible for 65% of global spending and 40% of women are condom buyers
WGS N-
e m
Mintel - Se xu al
WGSN -
Co ns u
des titu t rA
stics tati S ia ed M Social Media Advertising Instagram engagement can reportedly be optimised by consideration for the colours in the posted. Pinterest is the social site for targeting women. Instagram is considered to be the most powerful social network in terms of consumer engagement.
Secondary market research was taken from a range of reports such as WGSN and Mintel, which highlight areas of success over the past year, along with what is trending for this year. Social Media was key for the target market, hence this is what the data emphasises. Media engagement is 25% higher on Facebook when an ad is accompanied by a video, optimal engagement, a branded post with a video should be released on a Friday. Just under 25% of all Facebook video plays occur on Fridays, as well as 16% of post impressions. These statistics help to direct the overall placement of ideas and consider the most viable options for the placement.
L H
ACTION POINTS
BeSafe Condoms
75%
LAC KO FE D
S IP SH N
SO CIA LM E
HOOLS ARO UN N SC NI D O RE TI LA A C TI U O
ACTED W INTER ITH ERS AB S RA RU E ND T T I
E LIN N O
SO C
IA ED LM IA
Target M ark et
IA D
EN ARE DO MIN WOM AT IN G
OF TW
Only 19% of active young women use condoms on a regular basis.
Lack of education in the dangers of STI’s/STDs as well. YKE IS
D
PU RC HA SE
OM EN
S
KNOWLEDGE OF BES ITED M AF I L EC X, E O R U
PRE FE RS
RE L
RDRUG & SEX UA SUPE LH TS/ O EA BO LT N H I
S IC IN CL
-S
18 - 21 - SING AGED LE/ NE W
MS O D N
TS EN D TU
P HI NS IO AT
Target C ust om er W
RESEARCH - Action Points
A combination between the market research and the customer research feature above, this is to highlight the key points that will be carried further into the ideas stage of the project. Using visuals and minimal text helps to emphasise the points that should then be clear throughout each outcome presented in the following outcome boards. The action points revolve around how we are going to capture the audience, whilst also rise above the competitors we face, mainly Durex, however others such as Pasante are still close behind.
L H
ADVERTISING IDEAS
BeSafe Condoms
Idea On e
RESEARCH - Key Ideas E-Clinics
Primarily to educate the market. A secondary affect would be to increase in brand awareness.
Placement on health sites, to capture the more discreet market. They prefer to keep things private, this includes their contraceptives.
Prepared In More Ways Than One
To communicate the idea of being prepared and how you should protect yourself against STI’s and unwanted pregnancies. This would be in a traditional frame ad online (conisder banner movement) as well as looking at placement on TV screens in clinics.
Clinis TV’s Looped ads in uiversity health centres and sexual health clinics.
Idea T wo
Humour was an aspect that many of our market liked and made an advert more memorable to them.
20% of 16-24s agree that there is not enough education on the importance of safe sex.
Student Websites
Comedical awareness of condom use A secondary affect would be to increase condom sales. To communicate the issues of being unprepared. There is more than one sour ending - pregnancy, STI’s etc. Try to get people more aware of the advantages of being prepared. Consider the inclusion of the NUS discount to make it more appealing to the target customer.
Placement on student websites, featuring as a frame ad or banner. This is to allow for a fleeting glance, it becomes memorable due to the humour portrayed.
Don’t Let It Be A Sour Ending
Similarities to posts already on Instagram. Can get people to replicate and share creating awareness.
ADVERTISING IDEAS
L H
BeSafe Condoms
Idea T hre e
RESEARCH - Key Ideas
nd At The Re ady eet a r c s Di
Advertise the discreet packaging. A secondary affect would be an increase in brand recognition.
Fashion websites
Placement on fashion websites to capture the female market, pop up on accessories webpages, discreet video and colours, so it will work with the websites below.
Showing the discreet look, this will be in the form of a floating ad, superimposed over the requested website's content. The bag will fall spilling its contents before zooming into the product and tag line. Colours are key as they differentiate the brand from their competitors.
Competition TAG & SHARE Interacting with the brand, helps spread awareness.
Idea Fou r
Interacting with the brand makes it more memorable as well as getting value for the time spent interacting.
Brand awareness and product recognition. A secondary affect would be to highlight student discounts. A short interactive advertisement that is in the form of a maze, certain dead ends they hit will include a statistic, product image and discount code/free sample. There is no way out (emphasises a secure product). The maze will be colourful to represent the brand.
7 out of 10 people will generally participate in social media cometitions. Your Escape Find LoveMe SurpriseM
e ExciteM
e
TeaseMe
e eM
us Aro
Ho
ldM
e
Social Media Marketing
A commercial promotion that can capture the target market. This will allow people to spend time with the brand whilst also getting something back. This can be over many platforms of social media, specifically Facebook.
L H
FOCUSED IDEA
BeSafe Condoms IDEAS Your Escape Find Idea Four LoveMe
e ExciteM
e SurpriseM TeaseMe
Primary Customer
Short interactive advertisement social media
B
R
M use Aro
e
Ho
ldM
e
Icons may also appear to give you a helping hand in getting around the Maze, offering guidance through a flashing shape.
e
Secondary to highlight student discounts (NUS Extra)
F
dM
Primarily to raise brand & product recognition
L
Ho
l
Throughout the Maze you may come into contact with the BeSafe symbols, these will bring a pop up screen, offering a free sample or discount code.
L
F
B
R Interactional image, which gives you the choice of six different mazes, under each of the product names - enhancing product recognition.
L H
FOCUSED IDEA
BeSafe Condoms IDEAS
Idea One
Primary Customer
Prepared In More Ways Than One
Primarily to educate the market around safe sex
Don’t Let The Fun Stop Here
Secondary to increase brand awareness
Traditional frame ad online (consider banner movement)
BeSafe, BePrepared
L H
FOCUSED IDEA
BeSafe Condoms IDEAS
Don’t Let The Fun Stop Here
Prepared More Ways Than One Prepared InIn More Ways Than One
L H
PROJECT THREE
GOLA The shoe designs focused on capturing Gola’s British Heritage, with this in mind, the choice of trends sent us back to the roots of Gola in Leicester. The trend captured the british appearance of leather and tweed, offering a three tier range of styles to cater for the everyday urban consumer as well as the fashion conscious. These designs continue to bounce off the additional items within the collection, such as the Redford and Walker Bags. This brief focused on time management and being able to research, develop and implement a trend into an area of the industry.
Trend Analysis Trend Statement Product Designs - Heritage Product Designs - Limited Edition Product Designs - Lifestyle
L H
TREND ANALYSIS
ANCESTRY AURA
1. A sense of classic british textures mixed with the heritage of Gola 2. Print and stitch landmark silhouettes for heritage emphasis 3. Urban consumer, daily wear - specialised for the ‘on the go’ and fashion conscious
SS16
L H
TREND STATEMENT
SS16 STATEMENT The new SS16 Gola Classics collection is homed in on Gola’s roots, transpiring from “Born in Britain’ we see a revamp of Leicester. Their heritage plays a key part in the formation of the textural design, bringing with it the key areas of the collection, Heritage and Lifestyle. The SS16 Heritage collection draws influence from Gola’s homeland Leicester, all the way back to 1905; with a number of heritage landmark silhouettes featuring a variety of fabric applications to compliment the evolution of Gola. This encircles the new on-trend leather and tweed combo options for SS16. Highlights include a revamp of Classics shoe Comet and the limited edition collection featuring leather and stitch landmarks. Gola’s lifestyle collection see’s the continuing trend of the canvas style option, whilst also interlinking with the base line heritage, from the inclusion of silhouettes to the trims of leather. SS16 aspires to the working and fashion conscious, whilst materials also take us back to the decades of sporting that Gola is most known for.
L H
PRODUCT DESIGN
COMET ARCHAIC COMET ARCHAIC
Laura Holton
Collection: GOLA CLASSIC HERITAGE Theme: Ancestry Aura HERITAGE Collection: GOLA CLASSIC Notes: features Theme: Main Ancestry Auraare the tweed and leather, bringing you the classic brown leather used decades Notes: back Mainto features are the tweed and leather, bringingago. you The tweed is classic to emphasise british heritage and capture back to the brown leather used decades ago. is to emphasise british heritage and capture aThe bit tweed of the Leicester landscape. a bit of the Leicester landscape.
EST 1905 EST 1905
EST 1905 EST 1905
L H
REDFORD ARCHAIC Collection: GOLA CLASSIC HERITAGE Theme: Ancestry Aura Notes: Alongside the Walker, Redford offers an alternative for the fashion conscious consumer. Built more for style and less for necessity. Logo’s feature a matt and shiny option, which fits to the texture of the design.
PRODUCT DESIGN
Laura Holton
L H
WALKER ARCHAIC Collection: GOLA CLASSIC HERITAGE Theme: Ancestry Aura Notes: Accessory to the Comet shoe, reflecting the design and layout. Offering a mix and match option with the shoe’s style. Walker is directed at the ‘on the go’, worker consumer.
PRODUCT DESIGN
L H
PRODUCT DESIGN
COMET MARKER Collection: GOLA CLASSIC LIMITED EDITION Theme: Ancestry Aura Notes: The LE collection focuses around the classic brown leather, whilst stitching in landmarks from the Leicestershire area, emphasising the heritage Gola comes from. The silhouettes include the Abbey ruins.
EST 1905
EST 1905
L H
REDFORD MARKER Collection: GOLA CLASSIC LIMITED EDITION Theme: Ancestry Aura Notes: The only accessory option for the LE collection the same designs are featured to compliment the LE shoes. Silhouettes alter in size to match the layout of the Redford bag.
PRODUCT DESIGN
L H
PRODUCT DESIGN
COMET COMET TWEED LC TWEED
Laura Holton
Collection: GOLA CLASSIC LIFESTYLE Theme: Ancestry Aura Notes: The lifestyle collection focuses on functionality for the customer. Leather Leather,and tweed canvas and iscanvas is used to build a durable and comfortable shoe. Available in a selection of colour combinations.
EST 1905 EST 1905
EST 1905
EST 1905
EST 1905
EST 1905
EST 1905
EST 1905
EST 1905
L H
PRODUCT DESIGN
COMET LC Collection: GOLA CLASSIC LIFESTYLE Theme: Ancestry Aura Notes: The lifestyle collection focuses on functionality for the customer. Leather and canvas is used to build a durable and comfortable shoe. Available in a selection of colour combinations.
EST 1905
EST 1905
EST 1905
EST 1905
EST 1905
L H
PRODUCT DESIGN
COMET COMET TWEED LC TWEED
Laura Holton
Collection: GOLA CLASSIC LIFESTYLE Theme: Ancestry Aura Notes: The lifestyle collection focuses on functionality for the customer. Leather Leather,and tweed canvas and iscanvas is used to build a durable and comfortable shoe. Available in a selection of colour combinations.
EST 1905 EST 1905
EST 1905
EST 1905
EST 1905
EST 1905
EST 1905
EST 1905
EST 1905
L H
PRODUCT DESIGN
COMET LC Collection: GOLA CLASSIC LIFESTYLE Theme: Ancestry Aura Notes: The lifestyle collection focuses on functionality for the customer. Leather and canvas is used to build a durable and comfortable shoe. Available in a selection of colour combinations.
EST 1905
EST 1905
EST 1905
EST 1905
EST 1905
L H
REDFORD LC Collection: GOLA CLASSIC LIFESTYLE Theme: Ancestry Aura Notes: Redford LC features a contrast of leather, tweed and canvas, to appeal to the everyday user. The silhouette is featured as a print on canvas, as the application is more effective. Alternative colour combinations available.
PRODUCT DESIGN
L H
WALKER LC Collection: GOLA CLASSIC LIFESTYLE Theme: Ancestry Aura Notes: Accessory to the Comet shoe, reflecting the design and layout. This offers a simple addition to the collection as it holds no silhouette, due to the style of the bag.
PRODUCT DESIGN
L H
CONTACT
CONTACT INFORMATION LAURA HOLTON 07557668901 laura.s.holton@mac.com