Allure Creative Brief
Prepared by Teo Jia En, 12565 FMT4A Supervised by Bill Ang, Circe Henestrosa DE2608
Content
2. Allure
Creative Brief Prepared by Teo Jia En
Need - The Market Gap "None of the hair accessories that I came across enticed me to purchase them as of yet." - Venessa, Focus Group Member The results of the Focus Group survey has shown that high-end brand shoppers find the variety and number of brands of hair accessories in Singapore can be increased and they welcome the idea of an affordable hair accessories brand that has special collection with high-end brands.
Allure &
Allure - Closing the Gap Therefore, Allure comes in to meet the need and fill the gap in the market. A trendy and affordable hair accessory brand with a fresh and trendy image that offers collaborations with high end brands products.
Challenge - Establish Allure's Brand Image! Allure is a new brand and needs to establish itself as a trendy brand that will appeal to fashionable and trendy brand connoisseurs. Therefore, create an Advertising Campaign that will convey the image of Allure!
Brand Profile
Allure
Allure is a fashionable and trendy hair accessory brand that provides quality products at affordable prices. Following H&M’s model, Allure also collaborates with high-end brands for special collections.
Product Mix Hair Ties
Therefore, Allure comes in to meet the need and fill the gap in the market. A trendy and affordable hair accessory brand with a fresh and trendy image that offers collaborations with high end brands products. Hair Ties, Hair Clips, Hair Bands, Hats, Combs etc.
Hairbands
4. Allure
Hair Pieces
Creative Brief Prepared by Teo Jia En
Hats
Place ION Orchard One of the newest and poshest mall in Singapore, featuring some of the most prestigious brands in Singapore. It is ideal for Allure to establish its brand here and caters to our trendy and fashionable target audience. Allure will be opening our first flagship store here in late 2012.
Store Design The store design is kept modern with dark grey, white and purple colour theme of Allure. The design is also clean and clear for navigating and locating items. Image is an artist impression, based on Evita Peroni's brand store design.
Price Allure Hair Clip: $3.90 -11.90 Allure Hair Band: $7.90 – 19.90 Allure Hats: $20-50 Allure & High End Brand Collection, E.g. Chanel: Allure + Chanel Hair Clip: $14.90 – 39.90 Allure + Chanel Hair Band: $39.90-49.90 Allure + Chanel Hats: $49.90 – 79.90 Allure + Chanel Hair Band, Limited edition: $249 "Yeah its pretty reasonable. But I expect the design to be somewhat of a certain standard." - Venessa Chua.
Marketing Objectives Launch flagship store. Achieve $30,000 of sales / month in 12 months time. Compared with competitors, to be the top of mind and best selling brand in 12 months time.
Role of Advertising Based on a year long advertising branding campaign, it is the goal of the advertising campaign to break into the market by breaking into the minds of the consumers. Specifically the advertising must convey the branding image, thereby create brand awareness, announce the flagship store and increase interest to attend the opening.
Target Customers 27 years old Presenter/Writer @ CBS Interactive / CNet Asia. Media & Technology Industry Shops at H&M, Topshop, Zara, River Island and Asos. Dines at Lucky 13 and Fandango Tapas and Wine Bar. Clubs at Pangea, Avalon, Mink, Filter and Attica. Stylish, trendy, sexy. Dresses up for work, clubbing, concerts & events. Desires to be attractive.
6. Allure
Creative Brief Prepared by Teo Jia En
Target Customer Speaks Up As a presenter and writer for CBS Interactive on CNet Asia website, I enjoy the work I do reviewing the latest technology and gadgets. Dress wise, I like to shop for trendy and sexy clothes for the clubs but I also have an array of stylish office outfits for work. Going out with my friends to shop and clubs is a way I let loose after work. It is also a time I meet new friends and build up my network as I share with them the interest and passion I have about technology, debating with them about whether the Andriod or the Apple OS system is better. I love hair accessories, how they add style to my hair and match what I am wearing! Allure is a fantastic idea because I just can’t get enough of trendy, quality accessories at an affordable price complete my look.
Primary consumers Fashionable, trendy and more sophisticated shoppers that are willing to spend slightly more for fashion items, instead of getting bargain buys. Working professionals Early 20s-40s Creative, energetic, colourful Contemporary
Secondary consumers: Students that keep up with fashion and trends, will be pleased to purchase items that are of lower price points.
What is likely to STOP them from purchasing. Designs of the hair accessories are not trendy and relevant enough. Awareness of the brand is not high enough to garner interest and purchase
Brand Profile On Pedder are trendsetters, always one step ahead with their product range. Their point of view is about offering customers a unique and diverse blend of international brands and encouraging customers to mix designer and contemporary categories. On Pedder aims to provide a creative and stimulating shopping environment through bold visuals that inspire.
Product Mix
Fashion Accessories including bags, shoes, necklaces, bracelets, rings, hair bands.
Price
$9.90 (Ring) - $29.90 (Necklace)
Place
Takashimaya Shopping Centre 391 Orchard Road T. 65 6835 1307 Scotts Square 6 Scotts Road T. 65 6636 3060
Promotion
Pedderzine In-store and Online Lookbook, Seasonal – SS & AW Website Style Notes
Strengths 8. Allure
Curated collection of forward fashion and trend items. Clean store interior. Unique store display and window display. Creative Brief Prepared by Teo Jia En
Brand Profile H & M Hennes & Mauritz AB (operating as H&M) is a Swedish retail-clothing company, known for its fast-fashion clothing offerings for women, men, teenagers and children. It has over 2,300 stores in 43 countries and as of 2011 employed around 94,000 people.
Product Mix
Hair Clips, Hair Bands, Hats, Necklaces, Earrings, Bracelets, Women’s wear, Men’s wear, Kids Wear.
Price
$3.90 (Earrings) - $249 Jacket
Place
Orchard Building 1 Grange Road Singapore 239693
Promotion
Marni x H&M Advertisement Campaign 2012 H&M Spring Summer Advertisement Campaign 2012 Catalogue
Strengths
Collaboration Strategy attracts publicity and increases its trendy brand image. Gives mass customers a chance to buy high end brands at a fraction of the actual price. Unique selling point of selling afforadable fashion items. Well penetrated online presence. On facebook and website, constantly updated with new products.
Brand Profile diva is a brand that takes the leading edge in fashion, vitality and innovation. They are always-expanding company, making the best and hottest fashion jewellery available to their customers in Australia, New Zealand, and more. diva draws their inspiration from latest catwalk looks and trends from the fashion capitals, while keeping to the diva style.
Product Mix
Hair Ties, Hair Clips, Hair Bands, Rings, Necklaces, Earrings
Price
$9.90 (Ring) - $29.90 (Necklace)
Place
313 Orchard Road 313@Somerset #B2-00 Singapore 238895
Promotion
Advertising Campaign Seasonal – SS & AW
Strengths
Attractive trendy products at affordable prices. Organized and sorted according to styles. Attractive campaign posters.
10. Allure
Creative Brief Prepared by Teo Jia En
Brand Profile HELEN was established in 2000 and subsequent expension has led to the incorporation of 11 outlets located at Tampines Mall, Lot One Shopping Centre, Thomson Plaza, Change Alley, Hougang Mall, Harbour Front Centre, Compass Point, Plaza Singapura and Whitesands.
Product Mix
Necklace, Bracelet, Earing, Ring, Hairclip, Shawl, Etc.
Price
$2.90 (Clip) - $70 (Necklace)
Place
18 Locations, Mainly at Heartland Malls, including Bugis Junction, Parkway Parade, Plaza Singapura.
Promotion
Advertising Campaign Seasonal – SS & AW
Strengths
Caters to the more mature office working ladies. More mature and sophisticated hair accessories in black and pastel colours. Simple black brand colour that is carried through the logo, store and website.
Motivations We understand that customers want designs that are trendy and attractive. We want our customers to come to us to look for trendy accessories to complete their look. To keep up with the fashion trends.
Strategic Insight Accessories complete the look, women like to dress to impress their friends, not just men and be complimented.
Unique Selling Point Allure offers fashionable and trendy hair accessories at affordable prices. Also offers collaboration collection with high end brands.
Brand Promise Allure promises trendy, fashionable yet affordable hair accessories with unique high end collaborative collections that no other brands offer.
Brand Positioning People do not know us currently and we want them to know Allure as an attractive, trendy and relevant brand. From the focus group results, it shows that the target consumers would be interested to purchase from Allure and at the prices stated.
12. Allure
Creative Brief Prepared by Teo Jia En
Tone & Manner Allure. Confident, Fashionable, Modern, Youthful, Sophisticated. I am a confident person, I like to dress to express my personal style. I love fashion because it inspires living with excitement and joy. Keeping up with trends is a way of keeping relevant in today’s fast paced society, and a fantastic topic among my friends. Life is good and I’m enjoying it!
Themes & Suggestions H&M has done their branding well, we would like to emulate their example, keeping to a global creative advertising that is also relevant locally. Allure will first focus locally and if the model takes off, we will then branch into the SEAsian market before going further. Emphasize on the branding of Allure, as desirable as it is modern, fashionable, confident and youthful. Women desire to be desired, express this concept, awaken this concept in their minds and let the accept and embrace the idea of being alluring.
Princess Party Allure Princess Party Allure
The idea of a princess throwing an intimate party with her close friends in a hotel room, where she is having a ball of a fun and is naturally the center of attention at her party!
TOUS Spring Summer 2009 Party Print Advertising Campaign
14. Allure
Creative Brief Prepared by Teo Jia En
Dramatic Magic Allure
The concept of a magician performing her magic tricks on stage where she surprises the audience with her every moves. Dramatic and attractive.
TOUS Spring Summer 2010 MagicPrint Advertising Campaign
Night PartyAllure
The idea of girls heading out for a night of fun to paint the town red.
TOUS Spring Summer 2011 Thread Print Advertising Campaign
Smile Campaign
Inspired by Tous The Smile Theory Campaign in Spain, 2011. Smiling is an external sign of interior happiness. Creating a campaign of a whole board full of heart shaped, chocolate coated marshmellows, given out at Orchard Road Mrt station and ION Orchard exterior.
Setting up the truffles chocolate stick filled board in the famous Tous bear logo shape!
Comes with a napkin that contains Tous information. Settling smiles in motion!
Effective campaign, capturing the smiles and hearts of the Spanish crowd!
16. Allure
Creative Brief Prepared by Teo Jia En
Budget Small brand campaign. $300 000. $50,000 on production $200 000 on media buying across magazine, pre launch, Christmas and new year sales. Media such as fashion magazines – Elle, Harper’s Bazaar, Style & Catalog, internet advertisements, on Facebook, newspaper, on location bus ads, bill boards and in-store advertising materials.
Timeline Starting with pre-Christmas. Around Oct/November launch. A time where people prepare to buy year end, holiday items and gifts. April: Ideation, proposal present. May: Discussion of proposal June: Confirm of proposal July: Gathering details and ad campaign materials. Media buying. August: Shooting of campaign. Preparing of materials used across different media. September: Beginning of branding and ad campaigns. Prelaunch announcements. Oct/November: Launch / Opening event December: Christmas promotions January: New year promotions Feb- April: Continue brand promotions. 1 Full year. Feedback and track KPI.
Allure Creative Brief
18. Allure
Prepared by Teo Jia En, 12565 FMT4A Supervised by Bill Ang, Circe Henestrosa DE2608
Creative Brief Prepared by Teo Jia En