TARA MCGOVERN PROMOTIONAL PLAN CREATIVE NETWORKS FCP FASH 10106
INTRODUCTION / AIMS & OBJECTIVES / CONTEXT / THE BIG IDEA / CREATIVE CONCEPT / EXECUTION & PLAN / SUMMARY / APPENDIX
Fig.2. Bauhaus Teacup, Pinterest, 2015
Fig 6. Desktop image, Pinterest, 2015
Fig 7. Consumer image, Pinterest, 2015
WHAT’S INSIDE
Fig.3. Packaging mock up, Graphics Group, 2015
Fig 4. Accessories Editorial, Style Magazine, 2015 Fig 8. On Shoot, Harriet Smith, 2015
Fig 5. Colour palette, Tara McGovern & Olivia Gascoine, 2015
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Fig 9. Desktop image, Olivia Gascoine, 2015
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INTRODUCTION AIMS & OBJECTIVES CONTEXT STAGE PEST ANALYSIS SWOT ANALYSIS THE BIG IDEA BRAND POSITIONING MAP CONSUMER PROFILE CREATIVE CONCEPT MOODBOARD FINAL CAMPAIGN PACKAGING BRAND ONION EXECUTION & PLAN MEDIA CHANNELS COMMUNICATION TOOLS TIME LINE OF KEY EVENTS APPENDIX
INTRODUCTION TO match Throughout this essay I will talk through the stages of the FCP process that I have carried out to create a new perfume brand, Match. I will also describe the promotional activity plan for the first 6 months of business.
AIMS
- Become a successful brand within the niche fragrance market, measured by sales and engagement - To make fragrance blending a trusted method of wearing fragrance - Integrate Match into target consumer’s everyday life
objectives - Successfully introduce Match to a niche market using non-conventional integrated advertising (Measurable through sales) - Deliver a quality product and experience that will create customer loyalty (Measurable through returning customers) - Engage potential customers through exciting events and advertising (Measurable through engagement on social media & event turn out) (Timed – event will run over specific dates) - Educate potential customers on the benefit of fragrance blending (Relevant as fragrance blending is currently fairly unknown) - Deliver a product that doesn’t conform to gender stereotypes
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context
Fig 10. Gender Survey Results, Protein Journal, 2015
Protein Gender Survey: 63% of females and 59% of males believe that children should grow up in a gender neutral environment. (Protein, 2015)
We focused our research on two macro trends that are affecting society and modern culture as well as fashion and fragrance. Firstly, we researched the macro trend of Gender, as there are topics such as the growth of the Transgender community and the vote for Gay marriage law in the Republic of Ireland that are currently within the media. A key insight was that there was an increase of transgender models within the Fashion Weeks of 2014 and 2015, where brands such as Gucci and Chanel chose men to walk in womenswear catwalk shows. Transgender supermodel Andreja Pejic told Vogue ‘ “There are just more categories now ... It’s good. We’re finally figuring out that gender and sexuality are more complicated” ’ (Gregory, 2015). From interviews, reports and websites alike, we collected research that helped to justify that the way we identify by gender is changing. Protein Journal conducted its own survey for The Gender Report and found that four in five people (79%) say gender roles are blurred and 7 out of 10 people (69%) say that there are more than two genders (Saw, 2015). Also, within Perfumes A-Z (2008) it is noticeable that women are buying men’s fragrance and vice versa. Insights such as these lead us to believe that there is a need for a modern unisex fragrance that doesn’t discriminate consumers by categorizing them by gender. The second macro trend that we researched was Personalisation. Personalisation can be within the form of a physical product or a personalised marketing email; ‘Personalisation infuses objects with warmth, humour and sentimentality’ (White, 2014) which often creates customer loyalty. The gift market uses personalisation to offer thoughtful gifts to consumers, and websites such as Etsy.com have succeeded from this growth with merchandise sales growing from 895.15 million in 2012 to 1.93 billion in 2014 (Etsy: total annual merchandise sales volume 2014 | Statistic, 2015). Within fashion, houses such as Burberry and Louis Vuitton are familiar with personalising products using monogramming, which are also filtering to their diffusion fragrances by personalising bottles with monogrammed initials. ‘Fragrance brands and retailers are picking up on this more bespoke experience and are personalising both product and service to create a customised connection to scent purchase’ (WGSN, 2014). We recognised that as customers’ become more shopping savvy, they begin needing a more personalised product and experience.
political economical social technological
P
- Introduction of ‘Mx’ rather than ‘Mr’ or ‘Mrs’ for someone who doesn’t identify themself as male or female - Changes in EU laws mean that some ingrediants are be banned such as Oak Moss - Labelling requirements can change meaning that a re-design will be needed
S
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- As health caution increases, people will only put very natural products on their skin - People have busier days therefore they would rather pay someone to create their scent than to spend time creating their own - Attention spans have decreased so brands have less time to tell a story or convey a message - Consumers in different countries need to have products marketed to them differently
- If the United Kingdom goes into a recession, people will only buy things that they need rather than want - Small perfume brands only have a very small market share due to there being very large competitors - There’s an increased pressure on companies to be environmentally friendly (recyclable packaging) - Fragrance market growth in B.R.I.C.K and M.I.N.T countries
E
- Advances in technology are affecting the beauty market and could use DNA to create bespoke products - If paper magazines stop being published there would be less advertising opportunities for perfume brands - If the High Street dies out and all sales are made online, people won’t be able to smell perfume before they buy it - Websites such as Etsy.com allow smaller niche brands to sell - People are increasingly concious of how they present themselves on social media
Fig 11. PEST Analysis, Own Work, 2015
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
S
- No current competitors within the market - The distinctive design of a matchbox makes a recognisable brand as well as a compact way to package the product - The design has great art references which the consumer can relate to - It is availble to male & female so has a wider reach - The gender lines within society are blurring making gender neutral products more accepted and desired - A large variety of scents can be created from the five individual bottles so each consumer smells different
0O
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- Economic growth within B.R.I.C.K and M.I.N.T countries has created new market opportunities for perfume - Selling individual fragrances to add to the MATCH collection to create a desire to collect all - Big brands will be changing their ingrediants due to law enforcements so people will buy niche brands instead - The rise in gender neutral retail spaces means that there will be more stockists of unisex products - Opportunity to create an interactive retail experience due to unique concept
- Offering a new concept within the market means that trust needs to be gained to sell - Unisex perfume is still quite new and could intimidate people - Being a new brand means that we haven’t built a reputation or relationship with consumer yet - People may not want to spend time blending 5 scents - The brand name is also the name of a dating website - The word ‘Match’ can have negative connotations to the smell of burning
w
- New competitors may enter the market - Shops may find it difficult to merchandise the product as it is Unisex - Unisex retail spaces may not become as popular as expected - Counterfeit perfumes are common - Advances in technology can mean that products can be even more personalised eg. use of DNA - Increased health cautiousness means that people are more aware of the ingrediants of what is going on to their skin
Fig 12. SWOT Analysis, Own Work, 2015
bb ii gg ii dd ee aa The big idea is to offer an affordable collection of five genderless fragrances that are designed to compliment each other through the art of fragrance blending; the scent possibilities therefore are personalised to each creative and individual consumer. Match encourages creativity and expression through a new concept at an affordable price. Match will be sold in Matchbox style packaging that will be functional as well as design conscious.
The Need
usp
Speaking to young, creative professionals such as Fashion blogger Georgia Amero ‘Glameramo’ revealed that she- along with other bloggers and models- don’t feel that there is a fragrance available that represents their creativity and style. Established beauty blogger ‘Into The Gloss’ said, “What I have come to realize is that I don’t want to smell like somebody else. I don’t want to conjure up images of someone’s ex-girlfriend … maybe selfishly, I just want to smell like something special.” (Singer, 2015) Scent comes with memories, and people do not want to be reminded of the ex-girlfriend that they hate or the creepy teacher in High School, we have recognised that it would be valuable to have a personal signature scent, ‘just for you’
Match’s unique selling point is the offer a collection of fragrances that can be layered and blended to create an individual scent for the expressive consumer. Match is offering a mid-market priced alternative to expensive bespoke perfume. WGSN reported that ‘Beauty retail has seen a strong growth in personalised products…with consumers drawn to the ‘just for me’ storytelling and service’ (Carr, 2014).’ Through primary research we found that fragrance blending is a relatively unknown concept, even to creative individuals. Although fragrance blending has been offered before by brands such as The Body Shop and Topshop, they have failed to communicate with their supposed target market. We therefore understand that fragrance blending needs to be marketed to a niche audience that appreciates creative expression and detail in design.
“After all, personalising your own bespoke scent is something only to dream of.” (Volpe, 2013) Another need for Match derives from the genderneutral topic was extensively researched within the context stage. A recent example of gender within the media was the news that Amazon.com has removed “Boys’ Toys” and “Girls’ Toys” from its search filters. ‘According to a recent report by Trendwatching.com, “People of all ages in all markets are constructing their own identities more freely than ever. As a result, consumption patterns are no longer defined by ‘traditional’ demographic segments such as age, gender, location, income, family status and more.” ‘ (Mellery-Pratt, R., 2015) Research such as this has allowed us to identify a need to create a product that doesn’t focus on marketing to a specific gender. This will be a form of progression within society, as well as the beauty market, that is potentially the future of retail.
Another USP is Match will not overtly promote that the product is a Unisex brand as other fragrance brands do, Match will become ‘Genderless’; by doing this, we are communicating that we do not conform with categorising products by gender, and this is a component that will differentiate us a unique brand within the Mid-market.
Fig 13. Embossed Match Logo, Own work. 2015
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brand positioning
Fig 14. Brand Positioning Map, Teamwork. 2015
Research found that Unisex fragrance had the largest growth within the market between 2012-2013 with an increase of 6.2% (Libby, 2014). Luxury brands such as Tom Ford and Georgio Armani have entered into the Unisex market and will be competing against lower priced Unisex fragrances from brands such as Calvin Klein. Although these brands are creating a Unisex alternative, there will be pre-judgments attached to the fragrance due to it being an extension of a current brand. When researching the affordable fragrance market, it was found that only one other brand currently offers fragrance blending called ‘The Blend’ by Fred Segal, however, it is only sold online in the United States and therefore is not a direct competitor. The Blend offers help in blending through the form of a ‘recipe card’ that helps to direct the consumer as to what scents blend particularly well together. The differentiation of our brand is that we will incorporate blending advice into our social media content, creating a more engaging and interactive experience. I believe that this gives us competitive advantage as a ‘recipe card’ seems outdated in a world where 2/3 of the global Internet population use social media (Beswick, 2015).
consumer profile The Match target consumer is aged 25-45 and is a male, female or somebody within a non-binary gender as Match is not created for a specific gender, but a specific lifestyle. This person is a creative and independent individual; they are extremely open-minded and strong-willed. They are very style conscious and have a strong eye for detail in design, which influences all parts of their life from the car that they drive to what mobile phone they buy.
“It’s good to be unique … I tend to just go with things I like and if they are unique then that’s great.” – model George Edwards (2015) When carrying out customer segmentation we recognised that we have three types of customer, two of which are the end-consumer. We have also considered that our product could be bought as a gift and therefore this customer is very different to the end-consumer. Both end-consumers are Generation Y and therefore are pressured to succeed and become over-achievers’ (Posner, 2014). This means that they will be earning a high salary and will therefore have a generous disposable income. This is mainly spent on maintaining the appearance of their lifestyle, whether it is by buying a new pair of shoes or a personalised piece of artwork for their home. They are trend innovators and early-adopters and therefore are always searching, or are aware of innovative products; this is one way that they will become aware of Match. They are also extremely social media savvy due to growing up around technology; this will be the main form of media consumption throughout their daily lives.
“Being unique is very important to me. I think there are too many people following the crows these days. I’m lucky enough to know my own style, what I like and what I don’t like.” – Blogger Amelia Stapleton (2015) Creating a diagram to show the consumer’s purchase decision process has helped to establish how and why the consumer makes a purchase and what their influences are. When applying this to Maslow’s ‘Hierarchy of Needs’ theory (1943), we are able to understand what the motives are behind their purchases. For example, Freddie buys products for ‘esteem’ reasons as he actively seeks to buy products that make him appear an individual, this is to gain a sense of status and achievement; this, as well as the motive to ‘stand out from the crowd’ is what makes him a target consumer for Match as he will be buying from the independent stores that Match will be sold in. Freddie consciously makes an effort to innovate new trends so when looking at Rogers’ Diffusion of Innovations (1995), it is clear that Freddie is part of the 2.5% of innovators who are ‘cutting edge in their ideas’ (Posner, 2014).
“Of course (being unique is important to me)! Your uniqueness is what makes you true to yourself. It’s better to embrace it then to fit in with a crowd.” blogger stevie-rose ray (2015) Fig 15. Model George Edwards, Trapstar campaign, 2014
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Fig 16. Blogger Stevie-Rose Ray, 2015
Fig 17. Blogger Amelia Stapleton, 2014
Fig 18. Consumer Mood board, Own work, 2015
Fig 19. Consumer 1 Decision Process, Teamwork, 2015
Age: 30 Generation: Y (Millenial) Marital status: Single Consumer Group: HEIDI Occupation: Professional who works in an office in the city Education: University Degree Social Grade Classification: Middle-class Purchasing Behaviour: Doesn’t have a lot of spare time as she works long hours, therefore she shops online. Prefers to research online before buying, trusts reviews Purchasing Motives: Desire to buy into new products as an early adopter Interests & Hobbies: Food & drink particularly artisinal coffee Lifestyle: Very social media savvy. Spends disposable income on clothing, beauty and socialising for social hours Self Image: Extremely image conscious, spends upwards of £200 per month on appearance although has to wear work-wear a lot of the time Attitude: Doesn’t actively seek individuality but has a strong sense of style Favourite Brands: MONKI, Cheap Monday, Zara
Fig 20. Consumer 1 Visualisation, Own work, 2015.
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Fig 21. Consumer 2 Decision Process, Teamwork, 2015
Aged: 25 Generation: Y (Millenial) Marital Status: Married Consumer Group: DINKY Occupation: Creative Director in a fun and creative office Education: A-levels & taught from experience in the industry Social Grade Classification: Middle-class Purchasing Behaviour: Actively searches online and in-store to be an innovator of trends Purchasing Motives: Desire for new and innovative products, and to stand out from the crowd Interests & Hobbies: Cycling. Speaks to other enthusiasts through forums and social media Lifestyle: Social media savvy. Spends disposable income on his interests and hobbies, as well as holidays. Self Image: Very image aware, spends ÂŁ100 a month on his look Attitude: Actively seeks creativity to build self esteem
Fig 22. Consumer 2 Visualisation, Own work, 2015.
creative concept Match is offering an expressive approach to the application of fragrance and the creative process throughout all aspects of branding and advertising represent this. Bauhaus art & design school of 1919 to 1933 is the main inspiration throughout all design elements of Match. Geometric shapes were commonly associated with this design style and Match has used these as a key element throughout branding. Another relation to Bauhaus is the use of a muted colour palette, with background colours being either grey or beige, and all other colours being muted down. We chose to use Bauhaus design elements to challenge the conception that ‘form follows function’. The irony is that whilst Bauhaus focused on creating for the mass, Match is designed for the niche market. However, the modernistic nature of Bauhaus at the time is a representation of Match being a brand that is aiming for progression within retail and society.
By using the colour red for all of the bottle lids, it adds another subtle hint to matches sitting in a box. A functional feature along the sides of the box is where the consumer can scratch off the surface to record favourite scent combinations in order to for the consumer to re-create; this was designed in the style of the side of a matchbox where you would originally strike the match to light it. Match’s advertising campaign was created to represent the consumer conceptually that doesn’t conform to typical aesthetics of advertising within the beauty industry. By using possessions that are typically non-desirable, and creating desire by spray-painting them, we are representing the change in individuality that Match brings to life.
(On Bauhaus) “Its aim was to bring art back into contact with every day life.” (Tate) When briefing the graphic design students, we specified that a unique selling point of our product should be our packaging concept, which would be inspired by an original matchbox. When originally designed by Graphics students, the bottles featured illustrations of matches burning down, however when we conducted primary research to gain feedback, a common criticism was that the matches had a negative connotation to the burning of smoke, and therefore, we made a conclusive decision to remove them. As our fragrance brand is a collection of five individual scents that blend in harmony, the design has a fluidity and clearly conveys the collective nature of our product demonstrated by the flowing design across five bottles that was designed with a subtle hint towards the smoke of a flame, but could also be a representation of the spritz of fragrance. Fig 23. Bauhaus, Google Images, 0 1 6/ C R E A T I V E C O N C E P T
Fig 24. Mood board for Graphics students, Own work, 2015
S E C N E R S REFE
BAUHAU
ADDIN
IFE STILL L
ETRICAL
AYSEMM
S N O I S S POSSE
E R I S E D NG
e g a p y a l r e v o
R U O L O C BLOCK
BIRDS E YE VIEW
MU
S R U O L TED CO
Fig 25. Creative Concept for Campaign Mood board, Tara McGovern & Olivia Gascoine. 2015
FRAGRANCE BLENDING COLLECTION
www.matchfragrance.co.uk
Fig 26. Match Advert Page 1, Own Work. 2015
Fig 27. Match Advert Page 2, Teamwork. 2015
box: vintage matchbox & bauhaus design
Fig 28, Vintage Matchbox 1, Pinterest
Fig 31, Bauhaus Inspired, Pinterest
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Fig 29, Vintage Matchbox 2, Pinterest
Fig 32, Bauhaus Art, Pinterest
Fig 30, Vintage Matchbox 3, Pinterest
Fig 33, Bauhaus Art 2, Pinterest
Fig 34. Match Box Design, Graphics students & Team Work, 2015
bottles: FLUID DESIGN ACROSS ALL
Fig 35. Packaging Inspiration, Pinterest
Fig 37. Packaging Inspiration 3, Pinterest
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Fig 36. Packaging Inspiration 2, Pinterest
Fig 38. Packaging Inspiration 4, Pinterest
Fig 39. Match Bottle Collection, Graphics group & Olivia Gascoine, 2015
Sold in independent stores and lifestyle stores Offered and promoted to both genders
Sold in a compact, match box style packaging
Confident To be an innovator within the market To offer an affordable and creative experience through fragrance, which is customisable to each expressive consumer
Creative
Accessible by price but exclusive by choice of retailer Distinctive
To appeal to consumers who appreciate detail in design
To give freedom of expression through scent To subvert the convention of products being sold as gender specific
To encourage consumers to learn which blend of scents they like
Expressive
Admired
Witty Experimental Innovative Style conscious
Sold as a collection of 5 blendable fragrances Affordable price of ÂŁ50 Fig 40. Brand Onion, Own work, 2015
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Fig 41. Match Box Photo, Team Work, 2015
execution & plan THE MESSAGE The message that will be communicated is that fragrance blending allows individuals to be creative when applying fragrance, allowing them to explore new scent possibilities daily. This should encourage feelings of exclusivity and freedom. As fragrance blending is a fairly new concept, educating the customer about how to, and why they should participate is important. Match’s advertising should convey its innovative unique selling point and differentiation to other beauty brands. The advertising should create enthusiasm about Match as a new brand, and a desire to buy.
Media Channels collaborations By using Liberty’s customer database, an invitation will also be sent by email to inform them on the new release. This form of direct marketing can also be used in later months, to inspire customers to try new combinations and engage with the brand ambassadors on social media. Liberty will also feature Match on the home page of their website as a key ‘new product’ which will widen the outreach of potential consumers who do not visit Liberty in-store, but instead online.
Fig 42. Liberty website mock up, Own work, 2015
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Fig 43. Multi-Platform Promotion, Olivia Gascoine, 2015
SOCIAL MEDIA
WEBSITE
Social media will be the best communicator with Match’s consumer. Social media will subtly remind the consumer daily why they should choose Match, as well as featuring engaging content such as videos and competitions. This is a form of ‘infotainment’ as it is entertaining and well informed. Match’s consumer is primarily a professional within the creative industry who commutes to work in London on the tube and partly walking. They like to spend this time scrolling through social media apps on their phone, checking each platform for 5 to 10 minutes. They will be tired on her commute and therefore not as connected, but they will perform these acts again on their lunch and therefore these are all opportunities to communicate through social media. A simple yet effective use of social media will be the use of the hash tag #Findyourfuse, where consumers can share their favourite scent combinations, allowing others to trial it. .
The Match website will be a hub for all social media sites, featuring similar content and engaging consumers on the story of the brand. A feature that will be introduced onto the website is the use of brand ambassadors. They will be real people who are the epitome of Match’s consumer and through the website and social media, they will share how they use Match and how they fragrance blend effectively through engaging content such as short videos. This will create a personal experience for the consumer, as they will be able to relate to each of the ambassadors, creating a ‘friendship’ feeling as they can follow their use of Match through social media. It is important that they communicate the ease of fragrance blending and how it works around their busy lifestyles.
Fig 44. Facebook App mock-up, Own work, 2015
Fig 45. Instagram App mock-up, Own work, 2015
COMMUNICATION TOOLS print ad Match’s magazine advert will be within publications that are innovators of style. Match’s print advert is non-conventional for the beauty industry due to the overlay page, interior aesthetics and strong creative references. It would therefore be best placed in magazines such as Aesthetica, AnOther/man and The Gentlewoman. These are all unique magazines that Match’s consumer would read in their break at work or to relax at home in the evenings. It is recognised that these magazines are often placed in hotels and this would be an opportunity to target influential original styled hotels that are recognised for inventive interiors, where our consumer would typically stay. An effective use of magazine advertising will be to include a tester strip. The tester will consist of the five fragrances, as this will teach potential customers that fragrance blending is enjoyable and uncomplicated.
EVENT With the use of PR tools, Match will host a launch event on 3rd September in its primary retailer Liberty in London. For the public and press, entry will be invitation only. Invitations will be integrated into Match’s target consumer’s daily life; they will have the opportunity to get an invitation over 5 weeks prior. Match will collaborate with companies each week, giving away invitations in innovative forms. For example, in week 4 Match will collaborate with Rough Trade and each customer that week will receive a CD containing an exclusive mix created by Match. The CD sleeve will have the invitation printed on it and an artist will design all artwork. By bringing the invitation to the final event, customers will receive 20% off Match instore that day. The other collaborations will be with Coffee shop Department of Coffee and Social Affairs who have 8 locations across London, with boutique hair salon Blue Tit London, who have 4 salons across London and with Shoreditch based art gallery Jealous. This event will offer potential customers and the press an exciting opportunity to experiment with the five fragrances, whilst enjoying music and drinks in a friendly and relaxed environment. Throughout the store, there will be other ‘mixing’ opportunities; from mixing paint and painting with staff Jealous gallery to mixing discs with Rough Trade, there will be plenty of events for everyone to enjoy.
RETAIL ENVIRONMENT The key retail environment that Match will be based in, along with smaller independent stores, is Liberty of London. They are renowned for creating an excellent shopping experience, and therefore the personal selling will affect the sales and reputation of Match. Liberty window displays are known worldwide, and due to the strong relationship between companies, Liberty will create 6 window displays for the release of Match. 5 will be sprayed in one colour- corresponding to the colours on the packaging- and the final window will be an overall celebration of fragrance blending and personal expression. This will be a focal point that passers by can observe and then become aware of Match, which may lead to social media following and a final sale of the product.
PR Communicating with the industry will be very important within the first 6 months, as creating a relationship with the press will help to make Match successful. From inviting them to key events and informing them of the new brand ambassadors, it will hopefully create media coverage in relevant media and publications.
Fig 46. Liberty London, Google
Fig 47. Magazine mock-up, Own work, 2015
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Fig 48. Events Mood Board, Own Work, 2015
Fig 49. CD Event Invitation mock-up, Own work, 2015
week 2 -The Blue Tit
Fig 50. The Blue Tit Peckham, The Blue Tit Website
Fig 51. The Blue Tit Clapton, The Blue Tit Website
week 3 -department of coffee & social affairs
Fig 52. Leather Lane, The Department of Coffee & Social Affairs Website
Fig 53. Carnaby Street, Department of Coffee & Social Affairs Website
week 4 -rough trade
Fig 54. Brick Lane store, Google Images
week 5 -jealous gallery
Fig 55. Inside Brick Lane Store, Google Images
Fig 56. Jealous Shoreditch, Google Images
Fig 57. Inside gallery, Google Images
july
aug
sept
connect with the industry 4th - Send coffee cup as reminder 11th - Send postcard from art gallery 18th - Send CD 25th -Send postcard
6th - Send out Press Release & sample 26th - Send out Invitation for launch party
3rd - Launch event 4th - Send thanks for attending
connect with the consumer 20th - Print ad launched - Direct mail Liberty customers 27th - Initial collaboration with Liberty (Ongoing)
4th - Collab with Blue Tit 11th - Collab with coffee shop 18th -Collab with RoughTrade 25th - Collab with Jealous
1st - Direct mail liberty customers inviting to launch 2nd - Unvieling of liberty windows 3rd - Launch event
events management 1st - Confirm event with Liberty 10th - Book DJ
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1st -Order goody bag contents 3rd - Plan Liberty window displays with visual merchandiser 29th -Fill up goody bags
3rd -Ensure smooth running of event 29th -Fill up good bags
oct 1st - Contact press about escelators plan
nov
dec
1st - Contact press about brand ambassadors
3rd - Send Christmas press release
7th - Tube escelators sprayed -Use social media to talk about the escelators
10th - Launch brand ambassadors - Email Liberty customers to inform them
6th -Ensure spray painting runs smoothly over night
10th -Moderate content of brand ambassadors social media pages
11st - Featured ‘Christmas gifts’ articles
Fig 58. Time line of Key Events, Own Work, 2015
In conclusion, Match’s aims and objectives should be met by the end of the 6 months. The achievement will be measurable by the sales figures, and following on social media. Although Match is a new brand, the aims and objectives are achievable due to the relevant media channels and communication tools that will be used to attract target consumers. Overall, the first 6 months of promotional activity will work fluently alongside the branding.
REFERENCES Beswick, S., 2015. ASOS Social Media. [Lecture to Singer, O.J., 2015. Like Nothing You’ve Ever Smelled Fashion courses, Nottingham Trent University]. 27 April. Before. Available at: http://www.intothegloss. com/2015/02/nasomatto-parfum (Accessed 3 March Carr, A. (2014) Personalised fragrance: product & the 2015) retail experience, WGSN TATE, Bauhaus [Online]. Available at: http://www.tate. Etsy: total annual merchandise sales volume 2014 | org.uk/learn/online-resources/glossary/b/bauhaus. Statistic (no date) Available at: http://www.statista. (Accessed 2 May 2015) com/statistics/219412/etsys-total-merchandise-salesper-year/ (Accessed: 13 May 2015) WGSN.com (2014) Personalised fragrance: product & the retail experience Libby, C. 2014. Men’s and Women’s Fragrances. Mintel [Online]. Available at: http://www.mintel.com White, S. (2014) Personalised Pet Products: trend analysis, WGSN Maslow, A., 1943. Hierarchy of Needs, Marketing Fashion, Posner, H. Volpe, L. 2013. Blend it yourself with Fred Segel. Vanity Fair [Online]. Available at: http://vanityfair. McGovern, T (taramcgovern@hotmail.co.uk), 2015. com/style/2013/11/blend-it-yourself-with-fred-segel Your Fashion & Fragrance. 1 March. Email to: George (Accessed: 1 March 2015) Edwards (georgeedwards@gmail.com) McGovern, T (taramcgovern@hotmail.co.uk), 2015. Your Fashion & Fragrance. 1 March. Email to: Amelia Stapleton (amelia162008@hotmail.co.uk) McGovern, T (taramcgovern@hotmail.co.uk), 2015. Your Fashion & Fragrance. 5 March. Email to: StevieRose Ray (stevie-roseray@hotmail.co.uk) Mellery-Pratt, R., 2015. Will Genderless Fashion Change Retail? Business of Fashion. Available at: http://www. businessoffashion.com/articles/intelligence/willgenderless-fashion-work-retail (Accessed 18 May 2015) Rogers, E., 1995. Diffusion of Innovations, Marketing Fashion, Posner, H. Saw, M. A., 2015. Beyond Gender, Protein Journal, Winter 2015
LIST OF ILLUSTRATIONS Fig 1. Front Cover, Own work, 2015 Fig 2. Bauhaus Teacup, Pinterest, 2015 Fig 3. Packaging Mock up, Group work, 2015 Fig 4. Accessories Editorial, Stylist Magazine, 2015 Fig 5. Colour palette, Tara McGovern & Olivia Gascoine, 2015 Fig 6. Desktop image, Pinterest, 2015 Fig 7. Consumer image, Pinterest, 2015 Fig 8. On Shoot, Harriet Smith, 2015 Fig 9. Desktop image, Olivia Gascoine, 2015 Fig 10. Gender Survey Results, Protein Journal, 2015 Fig 11. PEST AnalysisÂŹ, Own work, 2015 Fig 12. SWOT Analysis, Own work, 2015 Fig 13. Embossed Match Logo, Own work. 2015 Fig 14. Brand Positioning Map, Teamwork. 2015 Fig 15. Model George Edwards, Trapstar Campaign, https://twitter.com/TrapstarLondon/ status/543887253962244096, 2014 Fig 16. Blogger Stevie-Rose Ray, https://instagram. com/stevieroseray/ [Instagram], 2015 Fig 17. Blogger Amelia Stapleton, http:// mywardrobebyamelia.blogspot.co.uk/2014/12/outfitsuit-up.html [Online blog], 2014 Fig 18. Consumer Mood board, Own work, 2015 Fig 19. Consumer 1 Decision Process, Teamwork, 2015 Fig 20. Consumer 1 Visualisation, Own work, 2015 Fig 21. Consumer 2 Decision Process, Teamwork, 2015 Fig 22. Consumer 2 Visualisation, Own work, 2015 Fig 23. Bauhaus art, Google images Fig 24. Mood board for Graphics students, Own work, 2015 Fig 25. Creative Concept for campaign Mood board, Tara McGovern & Olivia Gascoine, 2015 Fig 26. Match Advert Page 1, Own work. 2015 Fig 27. Match Advert Page 2, Teamwork. 2015 Fig 28. Vintage Match Box 1, Pinterest, https://www. pinterest.com/pin/120260252525886291/ Fig 29. Vintage Match Box 2, Pinterest, https://www. pinterest.com/pin/120260252525864241/
Fig 30. Vintage Match Box 3, Google images Fig 31. Bauhaus Inspired, Pinterest, https://www.pinterest.com/pin/500744052294958004/ Fig 32. Bauhaus Art, Pinterest, https://www.pinterest. com/pin/500744052294957992/ Fig 33. Bauhaus Art 2, Google images Fig 34. Match Box Design, Original: Graphics group & Reworked: Teamwork, 2015 Fig 35. Packaging Inspiration, Pinterest, https://www. pinterest.com/pin/500744052294958086/ Fig 36. Packaging Inspiration 2, Pinterest, https://www. pinterest.com/pin/120260252525885856/ Fig 37. Packaging Inspiration 3, Pinterest, https://www. pinterest.com/pin/120260252525896703/ Fig 38. Packaging Inspiration 4, Pinterest, https://www. pinterest.com/pin/120260252525886217/ Fig 39. Match Bottle Collection, Original: Graphics group, Reworked: Olivia Gascoine, 2015 Fig 40. Brand Onion, Own work, 2015 Fig 41. Match Box Photo, Teamwork, 2015 Fig 42. Liberty website mock up, Own work, 2015 Fig 43. Multi-Platform Promotion, Olivia Gascoine, 2015 Fig 44. Facebook App mock-up, Own work, 2015 Fig 45. Instagram App mock-up, Own work, 2015 Fig 46. Liberty London, Google images Fig 47. Magazine mock-up, Own work, 2015 Fig 48. Events Mood board, Own work, 2015 Fig 49. CD Event Invitation mock-up, Own Work, 2015 Fig 50. The Blue Tit Peckham, http://bluetitlondon.com Fig 51. The Blue Tit Clapton, http://bluetitlondon.com Fig 52. Leather Lane, http://departmentofcoffee.com, 2015 Fig 53. Carnaby Street, http://departmentofcoffee.com, 2015 Fig 54. Brick Lane store, Google Images Fig 55. Inside Brick Lane store, Google Images Fig 56. Jealous Shoreditch, Google Images Fig 57. Inside gallery, Google Images Fig 58. Time line of Key Events, Own Work, 2015
BIBLIOGRAPHY Books
Articles
Ambrose, G. & Harris, P., The Layout Book. Switzerland: Bain, M., 2015. Sex and Gender aren’t perfectly binary. AVA Publishing SA Why should clothes be? Quartz [Online blog]. Available at: http://qz.com/381790/sex-and-gender-arentBergstrom, B., Essentials of Visual Communication. perfectly-binary-why-should-clothes-be/ (Accessed 18 2009. London: Laurence King Publishing LTD May 2015) Easey, M., Fashion Marketing [Online]. 2009. London: John Wiley & Sons. Hegarty, J., 2014. There Are No Rules. London: Thames & Hudson LTD. Hess, J. & Pasztorek, S., 2010. Graphic Design for Fashion. Laurence King Publishing LTD Lea-Greenwood, G., 2012. Marketing Communications [Online]. John Wiley & Sons Posner. H., 2011. Fashion Marketing. Laurence King Publishing LTD 50 Art Movements You Should Know, 2014. Prestel Turin, L. & Sanchez, T., 2008. Perfume A-Z [Online]. Profile Books LTD
Carr, A., 2014. Personalised fragrance: product & the retail experience. WGSN [Online]. Available at: http:// www.wgsn.com Cochrane, L., 2014. Made for you: Prada’s customised shoes and the rise of personalised fashion. The Guardian [Online]. Available at: http://www.theguardian.com/ fashion/fashion-blog/2014/jul/30/made-for-you-pradascustomised-shoes-rise-personalised-fashion (Accessed 14 May 2015) Gallagher, V., 2013. Special Touch: How personalised products hold the key to growth. Drapers [Online]. Available at: http://www.Drapersonline.com/blogs/ the-drapers-daily/special-touch/how-personalisedproducts-hold-the-key-to-growth (Accessed 1 March 2015) Gregory, A. 2015. Has the Fashion Industry Reached a Transgender Turning Point? Vogue [Online]. Available at: http://www.vogue.com/13253741/andreja-pejictransgender-model/ (Accessed: 12 May 2015) Libby, C. 2014. Men’s and Women’s Fragrances. Mintel [Online]. Available at: http://www.mintel.com Mellery-Pratt, R., 2015. Will Genderless Fashion Change Retail? Business of Fashion. Available at: http://www. businessoffashion.com/articles/intelligence/willgenderless-fashion-work-retail (Accessed 18 May 2015) Saw, M. A. (2015) Beyond Gender, Protein Journal, Winter 2015 Shapouri, B. 2014. How to Layer and Combine perfumes like a fragrance master. Glamour Magazine [Online]. Available at: http://www.glamour.com/lipstick/ blogs/girls-in-the-beauty-department/2014/04/how-tolayer-and-combine-perfume (Accessed: 10 March 2015)
ADDITIONAL SOURCES Singer, O.J. 2015. Like Nothing You’ve Ever Smelled Armstrong, J., 2015. The Creative Concept. [Lecture to Before. Into The Gloss [Online Blog]. Available at: http:// Fashion Communication & Promotion, Nottingham www.intothegloss.com/2015/02/nasomatto-parfum Trent University]. (Accessed 3 March 2015) Beswick, S., 2015. ASOS Social Media. [Lecture to WGSN.com, 2014. Personalised fragrance: product & the Fashion courses, Nottingham Trent University]. 27 April. retail experience [Online]. Available at: Box, M., 2015. How To Get Into Advertising. [Lecture to White, S., 2014. Personalised Pet Products: trend Art & Design courses, Nottingham Trent University]. analysis, WGSN [Online]. Brief Encounters, 2014. [Film]. Directed by Ben Shapiro. Volpe, L. 2013. Blend it yourself with Fred Segel. USA. Vanity Fair [Online]. Available at: http://vanityfair. com/style/2013/11/blend-it-yourself-with-fred-segel Gilbert, K., 2015. Creating & Marketing a Fragrance Brand. [Lecture to Fashion Communication & (Accessed: 1 March 2015) Promotion, Nottingham Trent University]. 12th March Lonergan, P., 2015. Brand Building. [Lecture to Fashion Communication & Promotion, Nottingham Trent University]. 16 March. Something Old, Something New’, 2011. Perfume Documentaries, Episode 1 [TV] BBC Four, 25th October 2011. TATE, Bauhaus [Online]. Available at: http://www.tate. org.uk/learn/online-resources/glossary/b/bauhaus. (Accessed 2 May 2015)
APPENDIX Appendix No. 1. Promotional Video Stills
Appendix No. 2. Questionnaire Transcript with George Edwards 1. How would you describe your style in 5 words? Relaxed, casual, unusual, skater, monochrome 2. Who are your top 3 brands to buy from? Supreme, Vans, Ralph Lauren 3. What s your favourite trend that both Men and Women can wear? A good pair of denim jeans 4. What fragrance do you wear and what attracted you to buying it? Chanel Allure Homme Sport. My dad gave me a bottle when I was younger and I really liked it. I’ve bought it ever since. 5. What's your favourite City and why? London. I live just outside of London and most of my friends live there so I spend a lot of time there. There is something to do most of the time and I enjoy the culture. 6. How do you enjoy spending your free time? I spend my free time skateboarding or just hanging out with my friends, we going out for lunch and stuff. 7. Is being unique important to you? It’s good to be unique but I don’t think its something you should force, as it doesn’t necessarily come across as intended. I tend to just go with things I like and if they are unique that’s great. 8. Would you wear a genderless fragrance? Yeah that's cool, depending on the price range 9. Do you feel like there's a fragrance on the market that defines your style & reflects your creativity? I mostly wear clean smelling fragrance and I suppose I try to dress cleanly so yes 10. Have you ever heard of fragrance blending? Yes 11. Would you pay £50 for a fragrance from a new brand? If I felt like I was the intended target for the product and I liked it, yes. 12. Do you like the idea of being able to create your own fragrance by mixing & matching a collection of scents? Maybe 13. Where do you predominantly buy your fragrance? Selfridges and Chanel
Appendix No. 3. Questionnaire Transcript with Amelia Stapleton 1. How would you describe your style in 5 words? I would describe by style as minimal, chic, androgynous, neutral tones, and oversized 2. Who are your top 3 brands to buy from? Topshop, Zara, ASOS 3. What s your favourite trend that both Men and Women can wear? Androgynous style is my favourite 4. What fragrance do you wear and what attracted you to buying it? I wear Lady Million by Paco Rabanne, it was the smell that attracted me to it 5. What's your favourite City and why? My favourite city is London, as I love the busy atmosphere and the shopping! 6. How do you enjoy spending your free time? I spend most of my time working at Topshop as a stylist, when I’m not, I’m either blogging or going out with friends 7. Is being unique important to you? Being unique is very important to me. I think there are too many people following the crowd these days. I’m lucky enough to know my own style, what I like and what I don’t like. No. 4. Questionnaire Transcript with Stevie-Rose Ray Appendix
1. How would you describe your style in 5 words? Minimal, monochrome, androgynous, sleek, structured. 2. Who are your top 3 brands to buy from? Acne Studios, Alexander Wang & Zara 3. What’s your favourite trend that both Men and Women can wear? Suits, especially tailored pants 4. What fragrance do you wear and what attracted you to buying it? Viktor & Rolf Flowerbomb. I like sweet smelling perfumes.
5. What's your favourite City and why? Paris! The buildings are beautiful, the people are lovely and the fashion is amazing 6. How do you enjoy spending your free time? I like to go on city breaks when I get time off work. On weekends I like to go to museums or find little independent restaurants to have brunch 7. Is being unique important to you? Of course! Your uniqueness is what makes you true to yourself. It’s better to embrace it than to fit in with the crowd
Appendix No. 5. Questionnaire Transcript with Georgia Amero 1. How would you describe your style in 5 words? Oversized, androgynous, minimalistic and fairly basic! 2. Who are your top 3 brands to buy from? I love ASOS, ZARA, and & Other Stories at the moment 3. What s your favourite trend that both Men and Women can wear? I either wear musky, or really fresh scents; I don’t tend to go for trends in fragrance 4. What fragrance do you wear and what attracted you to buying it? At the moment I wear Bronze Goddess by Estee Lauder, I bought it because a friend had it and it smelt amazing 5. What's your favourite City and why? New York. It just has a buzz that London doesn’t have. As much as I love London, it’s just like being in a film 24/7 with so much to do and see, as well as an amazing fashion scene and crazy good food! 6. How do you enjoy spending your free time? I like to read blogs, go shopping, and just relax, as it’s little and rare that I’m ever not busy 7. Is being unique important to you? Not really. I don’t think anyone’s every that unique 8. Would you wear a genderless fragrance? Yes, as long as the smell suited my taste 9. Do you feel like there's a fragrance on the market that defines your style & reflects your creativity? Not really 10. Have you ever heard of fragrance blending? Nope! 11. Would you pay £50 for a fragrance from a new brand? Probably not, it depends how much I like the fragrance 12. Do you like the idea of being able to create your own fragrance by mixing & matching a collection of scents? Yes but I don’t know much about fragrance and I would be a bit lost when it came to choosing good blends! 13. Where do you predominantly buy your fragrance? Department stores
Appendix No. 5. Physical mood boards to take to final shoot. Includes inspiration and SCAMPS
Appendix No. 6. Practice shoot to understand compositions