P U R T R I N0 8
Magazine
SPRING/SUMMER 2015 PRINTED IN UK £10 ‘FOR YOUR FRAGRANCE TO WORK AS HARD AS YOU DO’
Sascha DRIVER
Rosanna PURKISS Angeliqua GOODWIN
Issy SYMONDS
P U R T R I N0 8 M a g a z i n e
T
O
SPRING/SUMMER 2015
ABLE
F
C
ONTENTS
INTRODUCTION / AIMS & OBJECTIVES
4-5 CONTEXT
6-13 THE BIG IDEA
14-29 CREATIVE CONCEPT
30-42 EXECUTION & PLAN
42-52 SUMMARY
53 APPENDIX
54-55
3
W
E HAD ONE
AIM.
That aim was to create a brand new, fresh Fragrance, with an exciting concept to wow the public and introduce them to something they need in their lives. We worked in teams of four and day by day, created our new Fragrance.
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5
‘No matter what you’re creating, a single vision is fundamentally important. It is the driving force of any project.’ Great collaboration is a must. However with research on the market, and what was already out there we managed to choose. Yes we had chosen, but little did we know, that idea was going to change dramatically weeks after, however we fought on and got there in the end with our final concept. The first stage is of course to research into the industry and target market thoroughly. ‘Marketing research is a vital component of both business and marketing. . For a fashion company to be able to determine its future business direction and marketing strategy it will need to continuously gather, analyse and integrate information obtained from a diverse range of business, fashion and market sources.’ We needed to know what was already out there, how they had done it, and how we could improve and bring something extra to the public. ‘The global perfume industry is generally valued at 6
around $28 billion (based on a 2012 report) per year, and Elizabeth Arden’sWiki-Invest page states that the industry has a market cap at $36.6 billion dollars. I believe that means that most people cap the perfume industry’s future worth at around $36 billion.’ The current Fragrance trends for this year were a signature scent, inspired by the popularity of personalisation. This trend explores the ideas of layering.
Burberry did this with their monogrammed bottles. Culinary Crossover which has been inspired by simple yet purposeful ingredients such as sea salt, honey and peppercorns, which is something new, fresh and very unique. Another trend
was the Niche Fragrances. They are becoming more and more popular as they allow a new sense of identity for the consumer who’s constantly on the search for individuality.
W
e created a short survey to help us get a general idea of what the public want from a fragrance. They resulted in the public preferring to buy a fragrance from a Fashion Brand, one that they don’t have to share with their partner.
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W
ith a few areas to focus on, and to help us create something new and fresh we came up with a few general ideas, which included, Jewellery, Portable Fragrance, Vintage Style Scent, Fragrance for the Hair, Gender Neutral, a Three Step Morning Routine and a Perfume primer. Although we had already come up with a few ideas, research was still to be carried on until we were very confident on a great concept that would work well.
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“
”
.
Research on Mintel was very beneficial as this was the source which helped us to narrow down on a final concept for us to work with. ‘With 34% of fragrance and scented toiletry users very interested in an in-store station that would allow them to refill current bottles of fragrance at a lower price than buying a complete new scent’, was definitely a piece of information that grabbed our attention. Why keep refilling and paying, when perhaps there could be a scent (or a group of scents) that could be applied to
the body to help the scent last longer, meaning no re-applications throughout the day, and having it result in not buying and refilling fragrances over and over again. This then lead onto us being notified that current research has shown ‘users want longer lasting products, in particular women (29% very interested, compared to men).’ Again this is helping back up our concept which we have been becoming more and more passionate about. ‘The interest in extending the lifespan of fragrance extends into ancillary products.’ 9
- Variation in where you apply. -Longevity. -Have a choice between scents. -Narrows down on the market. -Portable, compact, easy to use Nourishing, no harm to skin or fabric.
S O
-Introduces the idea of a strong scent ritual. -Layers scents to create the perfect personal fragrance.. -Bottles could perhaps connect in some way together. -A long lasting scent will make great impression when meeting new people. 10
W
T
-Could be portrayed as a Gift Set. -Chemicals could be a worry for some customers. -Time consuming for the morning. -Customers may not see the benefit of buying three products instead of seperately. -Not a veriety of scents.
-Could potentially be overpowering. - Time consuming. -Chemical allergies.
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-Having to have a brand budget. Are there enough funds? -Will we make profit? -The cost of producing/packaging/ shipping. -Will the cost of the product be acceptable and fair? Will we need to take out a loan from the bank to cover all the costs?
P
-Different trends occuring. Is our Fragrance unique enough? -Lifestyle changes of the public can change meaning we need to look out for them and adapt to meet with the changes. -A lot more technology occuring and taking over. We need to keep up to date.
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S
E
-How large will profit be? -What are the Fragrance figure sales in the UK at the moment? - Will we be effected with the recession? -How many employees can me employ with the money we have? -Due to a bad recession, will our customers be able to afford the price we are asking for?
T
-There are more up to date technology trends. We will have to make sure we are on trend. -New technology means new marketting tools to help us advertise, and connect with customers. -We can develop Apps for the company to help customers connect, and discover more and more about our brand. 13
SOWhat’s THE
B
?
ig idea
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Key research has been gathered and this put us in our prime time to get started with the ‘Big Idea’. The importance of research is very high as
‘Research can tell you what formulation, flavour, fragrance and colour will appeal to most customers’
and that is a vital part to creating a brand new product. So what is our Big Idea? After realising that customers want a primer style fragrance and after conducting a survey which resulted in 92% of women saying that they wanted a Fragrance to last longer, we, as a group, had something strong to go on. ‘It takes a big idea to attract the attention of consumers and get them to buy
your product. Unless your advertising contains a big idea, it will pass like a ship in the night.’ Taking influence from three step beauty regimes, we aim to create a collection of three scented products which increase the longevity of a fragrance. Our ambition is to change the way people think about the application of their fragrance and how applying the same methods of our beauty routines, allows our fragrances to travel further throughout the day. The wearer will be able to combine all three fragrances with varying degrees of longevity and weight of fragrance.
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1
The first application
to the routine is the Balm, which is applied to the skin. This is first in the routine as this is the heaviest scent out of them all. Skin scents are the first to fade out of the three fragrances we are creating. Therefore by using the heaviest scent on the skin we are creating a base for our overall scent on the consumer.
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Next in line
to the fragrance routine is the Fabric Fragrance. By using this scent on items such as coats, bedding etc, things that you do not wash after every single use, the scent will continue to last over a period of time by sticking to the fabric and therefore means it won’t be necessary to top up the fragrance on your clothing multiple times throughout the day.
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3
Lastly,
to finish the Fragrance morning routine it is the lightest scent of them all; the Hair Mist. As hair gets greasy very easily, the lightest scent works perfectly on the hair. It allows a light, refreshing scent to linger upon your hair throughout the day, masking any bad scents and nourishing the hair.
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However when considering our Big Idea there are a few factors we needed to consider;
‘The micro marketing environment refers to factors that impact more directly on an organisation and affect its ability to operate within its specific market. Factors to consider are; Customers, Competitors‌’
It was a
huge positive
when we realised we were the only ones to come up with
‘3 Step Fragrance Routine’ for the a
morning.
It was a huge positive when we realised we were the only ones to come up with a ‘3 Step Fragrance Routine’ for the morning. After having done research upon research there were no companies who were doing exactly that which was great. The only three step ritual was a beauty one from Clinique. This was a three step system to Cleanse, Exfoliate, and moisturise. Competition is not high at the moment and this is a huge positive for the brand and a perfect gap in the market, as we do not want a ‘severe threat’. On the other hand, if we had severe competition
‘it can also increase footfall, raising the number of customers visiting the area and encouraging healthy competition.’
from other brands,
We have no threats from Brands doing a three step fragrance routine; however we do have competition with brands that produce and sell each part of our routine separately.
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COMPETITION BALM
Lucky Bay Solid Perfume Stick £20
The Body Shop White Mush Solid £5.00
Maurer and Witz 4711 Cologne Stick £5.00
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FABRIC
Pairfum Perfume for Linen and Fabric £17.49
Jo Malone Acqua Di Limone Linen Spray £38
Kai by Gaye Straza Linen Spray £42
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HAIR Loccitaine Roses et Reines Hair Mist £14.00
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Clean Original Hair Mist £24.00
Mademoiselle Hair Mist £34
‘The threat of substitution applies equally to the endconsumer who may choose from several retailers offering similar fashion styles at comparable prices, and to business customers who could decide to purchase from a competitor if they offer a replacement products or service that could reasonably substitute for the original.’
As competition isn’t strong in our case, then as this is a positive, consumers may see the wide range of products available they could buy, however all separately. Purtri, our product, can give each consumer what each of our competitors can, however altogether as one instead of buying each product separately and with different scents and Brands.
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So we now have clear knowledge of what the public desire from a fragrance and we, Purtri, are the brand to deliver. However, we need to pin point the consumer group that we want to target.
‘Researching and
understanding the consumer is central to marketing’ so with research done, we
can now finalise the desired consumer for our product. It’s a must that we have ‘detailed knowledge of their preferences, motivations and purchasing behaviour.’ This then leads into the Customer Segmentation which is key. The main channels of understanding the customer all go into the marketing strategy, product design and range plan, brand identity, distribution and retail channels, customer service and lastly, business strategy.
‘Customer Segmentation
is one of the key functions of marketing.’ It’s split up into four
variables. First is Demographic Variables. This is their age, gender, generation, ethnicity, marital status, education and income. Next is Psychographic and Behavioural Variables which focuses on lifestyle, social aspirations, self image, purchasing motives and behaviour, interests and hobbies. Geographic Variables include region, residential location and size of city and town. Lastly are Usage and Benefit Variables and this will help give an indication of usage rates, volume of purchases, brand loyalty and end of use product. All four sectors play a huge role into targeting a consumer and are great for giving us the perfect idea of who is good for the brand. There is a lot to consider when picking our desirable consumer. However, we as a team pin pointed them well. ‘A technique used to précis the research and describe the customer is known as a customer pen portrait.’ 27
Our consumer is mid 20’s early 30’s and is a British female who is single. Her job is a Lawyer, which consists of long hours, meetings and connecting with many people throughout the day. She earns 40,000 per annum, which then makes it easy for Jennifer to have a reasonable social life and overall healthy lifestyle. That is something she is passionate about; a good job which pays well and one that gives her satisfaction every day, while also being with family and friends when she can.
She also loves attending events which her friends are part of in the evenings (Good friend is a stylist). Events including fashion shows, press launches etc. Home for Jennifer is based in the centre of London, a very busy atmosphere and one which is always on the go. Purtri, our three step fragrance routine, fits in perfectly with Jennifer and consumers like herself.
Jennifer is all about self image and being very confident. Being a Lawyer is a must for dressing appropriately, meaning smart wear, and clean cut outfits. She wants to give the right impression to her clients so dressing well is an absolute must.
Jennifer’s purchasing motives come with great thought and practicality. She is not one to over spend or spend for the sake of it. That is why she is perfect for our product. She will not be wasting her money and she will have more for her money and still stay smelling very fresh. 29
3 2
What’s behind it all?
We want to create a fresh new diverse Fragrance which benefits a wide range of people. ‘One of the crucial motivating factors in the relationship between brands and their customers is the desire for proximity. Companies want to get as close as possible to the point of purchase…’ There’s nothing out in the market that does what we, as a team, have created. Competition is very low so we are standing on strong ground with our product and confidence is very high. There’s a wide range of communicational tools that are going to benefit us to push our product into being a huge success. Our targeted consumer will benefit greatly by buying Purtri 3 step Fragrance. They do not want to spend unnecessary money on items, and they have a very active lifestyle, being a lawyer and not forgetting the social life after work. Our 3 Step Fragrance will help keep costs down as although it’s three products to buy, they will cover a lot more and keep you fresh for longer. Another positive that will work well with our consumer is how their scent will always be the same. There will be no mixing of scents, for example, a strong scented hairspray, a linen spray/washing powder, and then a perfume of your choice, is too much scent and all so different. Our consumer is always on the go and interacting closely with people. A good impression is a must and the right scent is essential. Purtri can offer the same scent for all those things so the fresh smell will stay for longer and you’ll always make a good impression. Our creative concept is also strong and will attract our target consumer well.
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1
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W
orking
With
the Graphic
S
32
tudents...
Initial
I
deas
33
Bottle & Packaging Ideas 34
G
raphics Inspiration
35
F
INAL
PRODUCT The Graphics outcome was just what we wanted. It’s classy, sophisticated, feminine (but not overly girly) and overall, fits our consumer well.
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BEHIND THE SCENES
38
CAMERA SHOTS
Model:
LIBERTY Leotard By
BOOHOO
C
ATTON 39
Taking the shots
40
Further
Even
F U RT H E R
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‘…because there is so much competitive noise around your brand, you have to make sure your promotion stands out. That means being brave with your ideas and brave with your execution. If it doesn’t excite you in the concept stage, its chances of exciting the target audience are zero.’
#
To really get noticed, these days it’s a bigger task. With all the new technology at the moment and how it is growing day by day, creating new, exciting promotions, campaigns and brand launches is a lot of pressure for brands. Grabbing your target market is crucial. We have to go out there and be brave. The key ways Purtri can connect with our consumers is vast. We can connect with them on Social Media such as, Facebook, Twitter, Instagram, YouTube and Tumblr. Those are great sites that will help us to get recognised.
‘People start their day with Facebook, Twitter, Instagram, Pinterest, Tumblr and religiously end their day on all these platforms. It is more like people live their lives on these platforms. When they get such massive attention from people, it is natural that the online market start considering these platforms as marketing tools.’
Society at the moment is very tech savvy and it’s very rare you don’t find someone connected and involved with every single social media platform. With the use of social media, it is a way to help consumers feel more connected to the brands they love. Other ways to connect with consumers isn’t just Social Media. Print advertisements, Campaigns, Press, and Window Displays are all extremely important when pushing your brand for recognition. Our whole concept and big idea is definitely one that has not been done before so that a great start for us. We need to be quirky, different and exciting when promoting our product as this is something new and special for our consumers. They need to know and fall in love with our product as soon as they see it.
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Social media examples on devices
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INSTAGRAM 47
Promotional
S
Purtri will be selling the 3 Fragrances together in stores such as, John Lewis, Debenhams, and Selfridges. A few promotional ideas gathered include, a sign popping down from above the tills for the public to see with the numbers 1, 2 and 3. When they fall down from the ceiling and hang there for 10 minutes, which is when the product is discounted. However only for a short amount of time, then the numbers will rise back up. (See Fig 1)This keeps excitement up and the customers on their toes to have the discount. Other promotional ideas are to happen as window displays and to be on the website at the time of the brand launch. The numbers will be seen again, in a bold way, some hanging and some placed on a high block. Whichever number lights up, confetti (using the colours of our brand) will blow up by machines from the ground and that’s the only time you can come into the store and buy only one of the fragrances from the routine with discount. (See Fig 2) On Purtri’s website, as soon as a huge clock appears on the screen or if numbers are flying across the page that is when there is a discount on the product. (See Fig 3) Our last promotional idea for the website was based on the amount of letters of the word ‘purtri’ lit up depended on which Scent of the three in routine was discounted to buy individually. For example, two letters of the word were lit up; the Hair scent would be discounted as that’s number two in the routine for the morning. If the whole word is lit, then the whole product will be discounted. (See Fig 4)
trategies
Magazine Spread
Fig 1
In Store Promotional Ideas
Fig 2
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Fig 3
Fig 4
PURTRI PURTRI PURTRI PURTRI
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Having unique and different promotional ideas is vital to help the brand stand out and do well with consumers. Our target consumer is always on the go as I have said previously in this plan, so therefore there is no time to be casually in the shops looking at what to purchase. Window Displays and online promotions are where we will get the attention. Walking past the stores will show them instantly when there’s a great opportunity to pop in and redeem the discount and purchase. The same with online promotions too in work breaks. It can be done very easily and this suits our target market very well. The media channels which best connect with our consumer is online (website), TV Advert, Magazine pages, and the variety of Social Media. Our consumer can quickly browse online in her breaks at work in her busy scheduled day, she can look through a magazine also, and when she’s home in the evening the advert will be shown on the TV. We know the way we are going to connect with our consumer is strong. It’s putting the campaigns in the right places and at the right time which is very important. Our message is ‘To give you a fragrance which works just as hard as you do.’ The scent is going to make a first impression, so with that said, our consumer is one who is always on the go, interacting with people and very wise with money. This scent will stay on a long time and there will be no mixing of other scents along with it. It’s an everlasting smell which no other Brands have dared to do.
‘When Richard Branson drove a World War II tank through the streets of Manhattan to announce the launch of virgin Cola, it was a truly unpredictable move.’
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S
UMMARY
Purtri is has provided the Fragrance Industry with something completely unique, fresh and original. ’The ability to stand back from what you’ve created and assess its worth’ is extremely important and I am confident with Purtri and its strengths to produce something brand new for the public. This is the start of something new.
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Ogilvy, D. (2007) Ogilvy on advertising. London: Carlton Books Posner, H. (2011) Marketing Fashion: Portfolio Series. 20110304th edn. London: Laurence King Publishing Posner, H. (2011) Marketing fashion. London: Laurence King Pub. Posner, H. (2011) Marketing fashion. London: Laurence King Pub. Posner, H. (2011) Marketing fashion. London: Laurence King Pub. Posner, H. (2011) Marketing fashion. London: Laurence King Pub. Rajani, A., Rice, S., Stasiewski, D., Lawless, B., Gow, G. and Chatterjee, R. (no date) Top 5 Fashion Brands using Social Media as their Key Strategy. Available at: http://www.business2community.com/fashion-beauty/top-5-fashion-brands-using-social-media-keystrategy-0950789 (Accessed: 23 May 2015) mintel (no date) Available at: https://www.google. co.uk/search?q=mintel&es_sm=93&source=lnms&tbm=isch&sa=X&ei=TidiVeW9MqyCsQSUo4KIBw&ved=0CAgQ_AUoAg&biw=1366&bih=562#imgrc=3n02Vlci2KBmqM%253A%3BY2cJl9AcvCIHzM%3Bhttp%253A%252F%252Fadvanced-workplace. com%252Fwp-content%252Fuploads%252F2012%252F10%252FMintel-Glossy2-Large.jpeg%3Bhttp%253A%252F%252Fadvanced-workplace.com%252Fclients%252Fmintel-glossy2-large%252F%3B821%3B445 (Accessed: 24 May 2015) (no date) Available at: http://previews.123rf.com/ images/enki/enki1303/enki130300024/18708246Modern-empty-shop-window-Stock-Photo-facade. jpg (Accessed: 26 May 2015) (no date) Available at: http://ifagency.co.uk/latest/ everyones-a-winner-the-top-5-best-on-pack-promotions-anywhere-of-all-time-i (Accessed: 22 May 2015)
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-angel (no date) What You Ought To Have In Your Wardrobe For Your Workplace Attire. Available at: http://www.originaldecoration.com/what-you-oughtto-have-in-your-wardrobe-for-your-workplace-attire. html (Accessed: 26 May 2015) -mintel (no date) Available at: https://www.google. co.uk/search?q=mintel&es_sm=93&source=lnms&tbm=isch&sa=X&ei=TidiVeW9MqyCsQSUo4KIBw&ved=0CAgQ_AUoAg&biw=1366&bih=562#imgrc=3n02Vlci2KBmqM%253A%3BY2cJl9AcvCIHzM%3Bhttp%253A%252F%252Fadvanced-workplace. com%252Fwp-content%252Fuploads%252F2012%252F10%252FMintel-Glossy2-Large.jpeg%3Bhttp%253A%252F%252Fadvanced-workplace.com%252Fclients%252Fmintel-glossy2-large%252F%3B821%3B445 (Accessed: 24 May 2015) -(no date) Available at: http://www.graphicthoughtfacility.com/media/uploads/images/5-Till-pointWEB_4.jpg (Accessed: 26 May 2015) -(no date) Available at: http://oceandox.tumblr.com/ post/87881637698 (Accessed: 26 May 2015) -(no date) Available at: http://theultralinx. com/2014/10/random-inspiration-158-architecture-cars-style-gear/ (Accessed: 26 May 2015) -(no date) Available at: http://previews.123rf.com/ images/enki/enki1303/enki130300024/18708246Modern-empty-shop-window-Stock-Photo-facade. jpg (Accessed: 26 May 2015) -(no date) Available at: http://ifagency.co.uk/latest/ everyones-a-winner-the-top-5-best-on-pack-promotions-anywhere-of-all-time-i (Accessed: 22 May 2015) -13 French Fashion Habits You Should Incorporate in Your Wardrobe ... (2014) Available at: http://fashion.allwomenstalk.com/french-fashion-habits-youshould-incorporate-in-your-wardrobe (Accessed: 26 May 2015)
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Rosanna Purkiss N0583682