THE GIRLS ABBEY, AMY, AAMIRAH ELIZABET, REBECCA
T
HE CLIENT
1993
2002
Melody is open as a stall on the Moor. Selling garments aimed at more mature women. Interestingly, their target market were still women as it is today, however, at this time they were targeting their products towards ages 30+.
Melody expans further, they move back to the Moor. This time however, they open the store in a large property of three floors. The shop is in an extremely popular area of the Moor and is surrounded by similar shops. People begin to talk about Melody increasingly.
1998 Melody moves into a new setting, they open a shop on West Street to improve on their business. This helped to increase their sales and client base. Melody begins to increase in popularity.
2018 The group makes initial contact with Melody. They explain the history and the story of the brand. Working alongside Melody, proving them with ways in which they can improve upon their brand in the modern day. Research was conducted to inform them about their target consumers, the market that they are in and where the market is going to help them to continue to grow as a fashion brand.
MARKET RESEARCH FINDINGS
“ the
b rand has b een
“Melody
d o a d o c u m entar y b u t
B o th
o f these o p p o rt u nities c o u l d b ring ne w
c o ns u m ers t o the
b rand .
A
d o c u m entar y
sh o p m o re l o ca l ly .
“ T he
m ain target c o ns u m er is b et w een 1 6 3 0 y ears o l d
is o ne o f
the m o st o b v i o u s
and m aking
it avai l a b l e
t o e v er y o ne w o r l d w ide .
“confident woman who follows the trends and tries to purchase affordable garments for her party occasions.
m ay p r o m p t p e o p l e t o
“ P ri m ark
their w e b site
descri b e the m se lv es as C o nfident , T rend y and D y na m ic
c o ntacted b ef o re t o
t u rned it d o w n .
“ ad vancing
“ O p p o rt u nities
“By
for
c o m p etit o rs that
gr o w and de v e l o p m ent
p ri m ari ly d u e t o its
s m a l l c o m panies , es p e -
Melody
l o cati o n .
Melody
faces ,
P ri m ark
are o n the rise f o r
and
stand direct ly
ne x t t o each o ther o n the
Moor
cia l ly w hen
M arkets
E m erging
c o m e int o
c o nsiderati o n ”
“melody
gi v es u s the o p p o rt u nit y t o fee l c o nfident and se x y w ithin the l at est u p dated st y l e c l o thing , w hich changes in st o re w eek ly .
ackn o w l edging each ga p w ithin each c o m p eting c o m pan y , M e l o d y has the p o tentia l t o gr o w m u ch f u rther and stand o u t a m o ngst the cr o w d
R
ationale
“Decisions
have been made throughout our work with our client in order to improve the reciprocation and understanding of the brand to their consumers. Aspects were reconsidered such as the brands logo, colour scheme, packaging, points of sale and store layout in order to improve Melody’s communication and promotional techniques.”
B
rand
IDENTITY
ORIGINAL colour palette
MM MM
CONCEPT
colour palette
MM MMM MM
I
nstore
BRANDING
“ MELODY CURRENTLY HAVE NO BRANDED
COAT HANGERS OR CARRIER BAGS. WE CREATED THESE CONCEPTS TO IMPROVE THE LOOK OF THE STORE & TO EXPAND THEIR PROMOTION METHODS ”
In-Store Layout
STORE PLAN FIRST FLOOR
STORE PLAN SECOND FLOOR
PERFUME CONCEPT
Fragrance Perfume Bottle
SOCIAL MEDIA
WE FOCUSED ON: I N S TA G R A M WEBSITE BLOG FA C E B O O K MAGAZINE
ORIGINAL INSTAGRAM
CONCEPT INSTAGRAM @MelodyUK
www.melodyuk.com
#MYMELODYUK
@MELODYUK
MELODYUK
MelodyUK
CONCEPT WEBSITE
MELODY
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THE PHOTO SHOOT
C
ampaign images
COLLABORATION CONCEPT
WE WANTED TO ACHIEVE A MODERN CONCEPTUAL LOOK FOR MELODY BY CHANGING THE BRAND’S APPEARANCE AND RE-BRANDING THEIR NAME. THROUGH PRIMARY AND SECONDARY RESEARCH WE WERE ABLE TO MAKE THE BRAND INTO A HIGH END HIGH STREET FASHION STORE THAT IS NOW ABLE TO COMPETE AND BE COMPARED TO SOME OF THE LARGEST FASHION BRANDS IN THE UK. WHILST ALSO KEEPING SOME OF THE BRANDS ORIGINAL ELEMENTS, SUCH AS A PINK BASED COLOUR PALETTE, THEIR TARGET MARKET AND HELPING HER TO CREATE HER OWN PERSONAL VISION OF MELODY’S STORE LAYOUT.