mode Lucy Scott, Molly Coughlan, Vicky King, Emma Bailey, Mollie Payne
WHAT DO YOU THINK WHEN WE SAY ‘PERFUME’?
OUR CONSUMER DRIVEN BY FASHION. LOVED BY FASHION BLOGGERS, ASPIRING TO BE AT FASHION WEEKS. ORIGINAL. STYLISH. INNOVATIVE. REFLECTION OF EXPERIENCES, TASTES AND INTERESTS.
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2014 WILL BE TIME FOR BRITISH CONSUMERS TO LOOK OUTWARDS AT OTHER COUNTRIES… BRITS ARE OPEN, CURIOUS AND SAVVY WHEN IT COMES TO BUYING INTO NEW, ENGAGING PRODUCTS FROM ABROAD
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– MINTEL
Growing opportunity to target millennial consumers that are influenced by fashion and fragrance around the globe.
INITIAL CONCEPT IDEAS CAME ABOUT WHEN WATCHING A BBC DOCUMENTARY ‘PERFUME: THE SMELL OF THE FUTURE’
THE BEGINNING OF MODE
What is the key element you look for when buying a perfume?
Celebrity Endorsement Brand Itself Media Influences Social Influences
Please rate 1-4 what is the most important aspect of a perfume to you
The Scent
The Bottle The Packaging The Advertisement
mode CULTURAL.STYLISH.INNOVATIVE.UPDATED.UNIQUE.CONTEMPORARY.YOUNG.
“
YOUR IDEA IS SIMPLE BUT REALLY NEAT AND COMMERCIAL… MY GUT TELLS ME ‘LESS IS MORE’ - JONATHAN ARMSTRONG
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High Fashion
Heritage Contemporary
Top 5 most popular perfume brands High Street
Marc Jacobs Chanel Thierry Mugler Jimmy choo Calvin Klein
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FRAGRANCE WISE I THINK FLORAL BASED ON ROSE AND LILY FOR PARIS, FRESH WITH CITRUS FOR MILAN, FRUITY FLORAL FOR NYC AND I AM SURE YOU UNDERSTAND THE LONDON TASTE IN FRAGRANCE BETTER THAN I DO.
”
- VIRGINIA BONOFIGLIO
BOTTLE DESIGNS
INDIVIDUALLY £25 FOR 30ML AS A COLLECTION £80
OUR BOTTLE AND PACKAGING
OUR TARGET AUDIENCE IS CURRENTLY BUYING DESIGNER BRANDS; THEREFORE WE ARE AUTOMATICALLY ASSOCIATED WITH LUXURY.
OUR CONSUMER IS HEAVILY DRIVEN BY SOCIAL MEDIA WHICH IS A FAST GROWING TREND IN THE WESTERN WORLD AND THUS ENSURES OUR BRAND WILL BE EVOLVING GLOBALLY AS THE FASHION INDUSTRY DOES.
OUR PRODUCT ISN’T DISTRIBUTED IN ONLY ONE CITY – IT BRINGS IN CONSUMERS FROM ALL AROUND THE GLOBE.
WHERE IT WILL BE LAUNCHED
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THIS YEAR THERE WERE 180,000 TWEETS WITH THE HASHTAG #LONDONFASHIONWEEK, UP 40,000 TWEETS FROM THE PREVIOUS YEAR. -TOPSY
”
“
FRAGRANCE WILL ALWAYS BE SOLD WITH A DESIRABILITY MOTIVE – the erotic history
”
of advertising (page 164)
MODE MAGAZINE ADVERT
THANK YOU FOR LISTENING SPECIAL THANKS FRANCESCA AULD, DESIGNER OF MODE BOTTLE AND PACKAGINNG