Capture by Stephanie Garrard

CAPTURE the Strategic Proposal brand launch & promotion

STEPHANIE GARRARD N0444846

Name: Stephanie Garrard NTU No: N0444846 Course: Fashion Communication & Promotion Module: Creative Networks Module Leader: Simon Beales Module Reference: Fash10106

CONTENTS: 5

A BRAND OVERVIEW

COMMUNICATION STRATEGY

8-13

OUR LAUNCH PROPOSAL

THE TEASE PHASE OF LAUNCH

10 BRAND PARTNERSHIP 12 THE EXCLUSIVE EVENT

14 OUR PR TEAM 16 OUR DIGITAL WORLD 18 A LOOK TO THE FUTURE 20

APPENDIX i

APPENDIX ii

APPENDIX iii

24 REFERENCES

A Brand Overview Capture, as a brand, aims to ease the pain of separation in a relationship by providing that missing security through scent. We have worked on the principle that if a person wears a particular scent, when their lover comes in to contact with that scent, even in their absence, they will immediately associate it with that person (genderscents, 2011). Noting the growth of unisex fragrances in the European market, we took this opportunity to create a shared fragrance for couples; a product we found was absent from this market. Capture can be approached in one of two ways: either both partners wear Capture as their main scent, constantly enveloped in the same scent as one another; or it can be worn by one as their main fragrance and then the other partner wears Capture when they are absent, creating a powerful sensory connection across any distance. For these two scenarios to work it was crucial that we got our scent right. It had to feel natural for our customers to wear the same scent Permanently enveloped as their partner, especially if they are of in the Signature Scent the opposite sex. Our fragrance is both of your Relationship. masculine and feminine with both woody and herbal notes. We decided against a floral fragrance in order predominantly to cater for heterosexual couples, keeping in mind that women tend to be more open to wearing masculine scents than vice versa.

COMMUNICATION STRATEGY

finding a genuine connection & engaging with our customer In a world in which the barriers between the two sexes are disappearing it is important that we market Capture with this is mind. Therefore our target audience is based on similarities in their interests and the way they live their lives. Perfume advertisers are often criticized for relying too heavily on the clichĂŠ that sex sells: we wanted to approach our customers differently. We see our fragrance as a new way for couples to bond and share something together. In this day and age it is impossible to avoid spending hours apart from our loved ones while we are at work, university or travelling. We carried out a survey using â&#x20AC;&#x2DC;survey monkeyâ&#x20AC;&#x2122; from which we collected results from 84 individuals in our target market of male and females aged 2535. Out of a possible nine interests, the highest correlations of cultural interest for this group were in fashion, music, travelling and film (see appendix: i). This formed the backbone of our communication strategy: by appreciating what makes our consumer tick we can successfully target them through these

mediums. It was also made clear through our survey that this peer group had jobs that were of a high calibre (see appendix: ii) and also had sophisticated tastes, looking for a top quality fragrance and attention to detail in all their purchases. We took this to heart when compiling our customer profile, picking a couple who share a passion for music, fashion and culture. They both have well paid jobs in industries they are passionate about, but consequently spend much time apart due to international work commitments. Launching our fragrance became not only about selling, but also about finding a genuine connection and engaging with our customer. Our strategy can be broken down into 3 main points: 1. Creating an interactive advertising campaign in the run up to our launch while creating a sense of mysery around our product. 2. An ecclusive online partnership with a high-end retailer for the first month of sales. 3. Utilising the digital app worlds in order to create an online relationship with our customer via technology. It is our ultimate aim to create a level of excitement around the launch of Capture, that will generate one of the most credible forms of promotion, word of mouth.

OUR L AUNCH PROPOSAL The Tease Phase of Launch Capture is an exclusive, luxury product and though the essence of the brand is relationships there is also a hint of a more promiscuous side to the fragrance, an element of risk or forbidden ties. Though we would never want to push that image overtly, it could be subtlety suggested through our choice of advertising plans. Fly-posting is an illegal advertising strategy where posters are displayed on buildings and street furniture without the consent of the owner. In 2012 Supreme used this method of ‘guerilla marketing’ to promote their upcoming spring line. They distributed posters of ;internationally recognized’ Kate Moss across major global cities, including New York, London and Tokyo. “While social media and the Internet can be a great platform to reach and interact with your audience, sometimes you just have to roll up your sleeves and take the word to the street. Words on a computer screen will never hit as hard as walking by a wall covered in posters.” (CX.CITY, 2012). This quote from CX.CITY got us thinking about the power behind bringing our brand to the street where it can be experienced away from a sterile screen and showcased with an element of risk; thereby subtly suggesting the alternative nature of our fragrance. However, as a responsible brand we will employ a fully legal approach that still suggested this fly-posting aesthetic. We will create images designed to look as if the capture logo has been posted over a previously existing poster, placed in paid for advertising space. Adding an interactive ‘scratch and sniff’ element to our posters brings the scent of Capture to the public. Using ‘microencapsulation’ technology which embeds miniscule spheres in the paper that contain the fragrance and rupture when scratched (howstuffworks, 2000). Lasting for multiple uses these posters not only provide a stunt element to the tease phase of the launch but also ensure that members of the public are able to experience Capture in some way. We hope that targeting consumers in an unexpected way will create a positive buzz around our product and ensure engagement with our customers from the word go.

BRAND PARTNERSHIP Following the tease phase of the fragrance launch (via ‘Scratch and Sniff’ flyposting) Capture will commence its exclusive partnership with high end online retailers the Net-A-Porter Group. With brands aimed at both men (Mr Porter) and women (Net-a-Porter), and their average consumer profile being age of 31 with a strong interest in culture and style, this provides the perfect partnership for our brand. Capture would thrive through the publicity generated by this partnership, communicating directly with our target audience and positioning our brand in a retail niche between couture and high street. Net-A-Porter would see an increase in the traffic being pushed to their sites as a direct result of advertising and PR and this would result in increased sales. With Net-A-Porter deemed a ‘global power brand’ and Mr Porter the ‘biggest mens luxury goods website ever’ (Smith R, & Sonne P, 2011) Capture will be launched exclusively through the Net-APorter group for its first month of sales. In order to make the most out of our promotion opportunity all advertising running up to the launch will include the single line ‘exclusively at Net-a-Porter and Mr Porter’. This approach to our marketing aims to tease the customer so that they are eager to discover more about Capture themselves. The Partnership would see a homepage takeover, with the intention to entice as many of Net-a-Porters existing customers into considering purchasing our fragrance and welcoming those who have discovered us through our advertising campaign. With 878 million visitors to Net-a-Porter per month (Net-a-Porter, 2012) and 800,000 victors to Mr Porter per month (Mr Porter, 2012) in the UK our advertising reach will be increased exponentially. For a month before the launch we will integrate a countdown on each site in the format of a calendar to increase hype and intrigue around the imminent online launch. As we mentioned in our brand presentation (see appendix: iii) we have taken the idea that love is intoxicating and can be described as ‘drug like’ to create our packaging with a medicinal approach. We have taken this a step further creating a limited edition travel sized 20ml roller ball design replicating a syringe for our launch. Limited Edition products not only increase the kudos of a brand but also create desire. It is attractive to most customers to know only a few will have the same item (Posner, H p. 175). Although Capture will continue to be sold on Net-A-Porter and Mr Porter, the syringe roller ball bottle will only be available in limited quantity for the exclusive first month of sales. Increasing the desire to purchase from our newly launched brand and proving we’re are different from other fragrance brands in the market.

THE EXCLUSIVE EVENT Relationships are private; the connection between two people, and this is the essence of our brand. Inspired by London based ‘Secret Cinema’ the “underground phenomenon in which the audience are immersed in the world of a secret film” (Curtis, N., 2012), we will devise an event sponsored by Neta-Porter, that envelops our consumers in the world of Capture. Guests (press, industry experts and key opinion formers) will receive an anonymous message inviting them to an event and instructing them to bring with them the person who has captured their heart. We will create a shared experience aiming to bring couples closer together at ‘The Wapping Project’ space deemed, one of the coolest places for a first date as our event location. With its underground and sterile feel we will create a intimate mood, with dimmed lighting, heightening the senses and creating an unawareness of what’s to come. Working alongside ‘Air Aroma’ the scent of Capture will then be pumped throughout the space using their discreet scent diffusers. This will not only introduce our scent but also reinforce our brand “creating a lasting impression with our customers.” (Air-Aroma). In order for our guests to experience the world of Capture from the moment they enter the event it is crucial that the scent is not only present in the air around them but also for them to experience it as it is intended. When they enter the venue each guest will be handed a scarf that has been infused with our fragrance, instantly enveloping them with the scent in an intimate manner. The underground gallery space will be divided into several rooms that reflect different elements of relationships. The most exciting and illustrious perhaps being the intoxication room. Taking reference from Bompas & Parr the food artists who “design spectacular experiences” using “cutting edge technology” (Bompas & Parr) and their ‘Alcoholic Architecture’ of 2009 we would vaporize the classic martini using an ultrasonic humidifier system (the same system used by Anthony Gormley in Blind Light) to create a walk in cloud of cocktail. Guests will experience the same level of intoxication by breathing in the cocktail as they would if they had drunk it. At the end of the experience limited edition bottles of fragrance would be given to all who attend with the option of instant personalization by onsite engravers. This whole interactive experience will make our launch stand out amongst other more traditional launch events gaining an increased level of PR for the fragrance and the launch on Net-aPorter.

The Wapping Project East London Ground Level Bar: The engravers station will be located here where guests can get their limited edition syringe bottels personalized instantly onsite.

Underground gallery space: to be â&#x20AC;&#x153;divided into sevral rooms to reflectdifferent elemnts of relationships.â&#x20AC;?

OUR PR TEAM

PURPLE PR THE “nternationally Relations Agency”

renowned

Public

Hiring a PR company is essential to the successful launch of Capture to ensure that information of the brands launch reaches as many people as possible. Aware that the decision of who to hire would dictate the success of our launch and first year’s promotional activity we have decided to work with Purple PR the “internationally renowned Public Relations Agency who provide services for both leading global brands and the next generation for groundbreaking talent” (Purple PR). Purple PR has a wealth of experience in a range of areas from beauty to luxury goods and their services cover “press relations, print and online editorial procurement, product placement, high profile event management and branding & marketing through their in-house partners at Rain 23.” (Purple PR). During phase one of launch we would look to them to help us with our the initial exclusivity deal with the Net-a-Porter Group, while also creating and executing the exclusive unveiling event at the Wapping Project. Distributing a press release to key opinion formers and short lead press such as weekly magazines, newspapers and supplements at the time of launch will be crucial to our success. In order to feature in magazines such as Fiasco, GQ and Another Magazine (the publications we feel best suit our consumers), press releases will need to be sent out far earlier in order to be featured in the correct month or season of launch. Our overall aim being to receive as much favorable media coverage as possible in order to establish and generate ‘must have’ image of Capture (Posner, H. 2011). Phase two will see the move of Capture into stores including Liberty’s, Harvey Nichols and Selfridges across the UK. Here Purple will be required to help us organize and negotiate window takeovers, in store launch events, the limited edition syringe bottles and presence from our brand ambassadors. Brand ambassadors will be key to delivering the message of our fragrance. Scott Schulman (The Sartorialist) one of the most influential bloggers in the Fashion industry, responsible for the ‘Street Style’ phenomenon, and his wife Garance Doré, one of the industry's most authoritative and internationally respected bloggers would be an ideal couple to approach as brand ambassadors. This partnership would offer our brand further opportunities as we would invite them to collaborate with us in creating a visual diary and film following the launch of Capture which would later be used on our website. Although we aim to eventually launch Capture in Europe through retailers such as Printemps our first year will see us concentrate on creating a solid customer based and valued name for our brand in UK. With this in mind after our launch into store, Capture will see seasonal changes in its advertising campaigns pushing key points of the year that connect with our brand and consumers. These would include: Summer – Capture your summer romance, Christmas – Capturing the cosiness of companionship, Valentines Day – show them they have captured your Heart. We also believe both Mothers’ & Fathers’ days offer an opportunity for advertising as they celebrate enduring love, ensuring that Capture stays relevant throughout the year.

OUR DIGITAL WORLD ‘Once someone’s captured your heart...keep the connection as strong as the day you met with Capture.’ We hope that Capture will not only be seen as a scent but that our customers will begin to engage with and embrace the lifestyle we have created through our promotional strategy. Through the creation of a digital app we hope to secure this connection. Capture will create a free real time messaging app (Available across all 3 platforms: Computer, Tablet and Mobile) allowing you to stay connected with one chosen partner wherever they may be. Customers will be able to use this app to chat and in real time, via a screen share option, share whatever else they may be using their device for. A code will be required to access the app achieved solely through the purchase of Capture. To create an account, basic details will be required including name, e-mail, gender and age. The account created will also enable them to buy from our online store through Net-a-Porter. Using Data mining we can then analyse these details and their shopping habits enabling us to keep a sustainable connection with our customers by knowing them on a more personal level. This means we can target them better with promotional mailers and learn more about the customers who are using our app. We will also use advertising across Match.com “the UK’s best known dating site” (Match.com). With the number of paying subscribers “approaching 1.8 million” (Gelles, D., 2011) back in 2011 the dating site has continued to assisted with advances in the technology behind finding your prefect match. The site boasts the highest success rate of users finding their perfect match and we believe that this will provide a perfect advertising platform for Capture. Using banner advertising to promote the fragrance will reinforce the key message of our brand, ‘Once someone’s captured your heart…keep the connection as strong as the day you met with Capture.’

product selection on Mr Porter & Net-a-porter accessible on tablets and smart phones. homescreen login on capture.com

A LOOK TO THE FUTURE... STAY CONNECTED THROUGH OUR FRAGRANCE. The most important aspect of creating our brand was to create not just a scent but a lifestyle that would appeal to our target market. Securing their relationship through scent and engaging with our customer has been our main objective from idea to launch. Our early ‘tease’ advertising campaign aims to intrigue our customers in the lead up to our exclusive launch at Net-a-Porter. By immersing our guests in the world of Capture through our launch event we have the ambition to create the ‘stickiness factor’ (Posner, H., 2011) where our fragrance and the entire concept remain active in our customers’ minds generating a hype around our brand by word of mouth. Launching the fragrance in store at some of London’s most exclusive department stores will increase our connection with our consumers, expanding our reach yet again. Collecting data every time we interact with our consumers will help us continue to grow and market our brand more concisely to our target audience. This will give us the flexibility to cater to their needs and will ensure that Capture continues to be a successful brand.

APPENDIX i Survey Monkey Questionnaire - Primary Research.

Relevant Questions refered to in Text:

APPENDIX ii

APPENDIX iii Relevant slides from 1st Presentation (Research & concept development) refered to in Text:

APPENDIX iii Relevant slide from 2nd Presentation (Brand Development) refered to in Text:

REFERENCES WRITTEN CONTENT

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REFERENCES IMAGES

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CREATIVE NETWORKS CAPTURE STEPHANIE GARRARD N0444846