C O M M U N I C A T I O N V I S U A L
ILLUSTRATED CRITICAL JOURNAL
WIKTORIA BELLA C3488148
JD SPORTS CONCEPT PRETTYLITTLETHING X PARKLIFE CONCEPT ANTI FUR CAMPAIGN
B RIE F CO NCE P T
For this brief, we have been asked to produce a new range of sportswear for JD Sports stores as well as for their online platforms. The collection will then be launched for Autumn/Winter 2020. The purpose is to come up with relatable advertising concepts for the chosen idea as well as developing a new brand name and if neccessary, designing a logo for the clothing range. Following on from this, through secondary and primary research,we will target our collection to a specific audience,and lastly come up with overall branding concepts.
ABOUT JD SPORTS
JD Sports Fashion Plc is a UK retailer, which includes branded as well as its own brand sports and casual wear. The brand target market is 13-20 year olds. Some brands that can be found in JD are Adidas, Nike, Fila, Puma, The North Face etc. JD became popular when they added some of those big brands into their stores. The reasoning behind JD becoming a popular brand was due to brands wanting to release their products to them because they are more likely to sell those products and therefore shield the brand’s positioning (jdsports,2019) As for JD’s advertising strategies, they focus on advertising in newspapers and magazines as well as on the radio. This is a very useful way of targeting their main target audience. They also use forms of ambient marketing to promote their brand, where they advertise on public transport and outdoor as poster sites. (businesscasestudies.co.uk)
DEFOE
The idea is for Jermain to launch a mens and kids collection for his foundation website as well as for JD Sports, where 10% of the profit made will go towards Defoe’s foundation. The collection will include t-shirts, as well as shorts and joggers with the JD logo and Jermain’s autograph on them. Furthemore, the products will be launched in different colours,black, navy, white and burgundy. The target audience for this collaboration will be young boys aged 6-12 in memory of little Bradley, and men aged 18-30.
JERMAIN
After thorough research,the chosen concept will not only benefit the customer but also young poeple and children in need. The famous Bournemouth and former Sunderland footballer Jermain Defoe runs a foundation to raise money for unpriveleged children in the UK and in the Carribean. (jermaindefoefoundation.org. 2019) Jermain became best friends with the little Bradley Lowery who sadly passed away from cancer last year. This became a very inspirational story to everyone in the UK, and Defoe became more loved than ever.
JERMAIN DEFOE AND BRADLEY LOWERY(BOURNEMOUTHECHO.CO.UK. 2017)
SOCCER AID
In order to see where the potential JD Sports A/W 2020 collection could go, it is important to compare it to something similar that may have already been done. SoccerAid,is a British charity event where celebrities and professionals perform a football match and raise money for Unicef. Through this project, so far nearly ÂŁ30 million has been raised to provide vacciness, clean-water, food and much more to millions of children around the world (socceraid.org,2019). This shows how people appreciate such acts of kindness, and donate whatever they can to make a difference in the world.
SOCCER AID LOGO (HELLOCHARLIE.COM, 2019)
NIKE FOUNDATION
The way this foundation works is simply through their Nike Foundation collection. The money from the purchased products from the collection go to this particaul foundation. As Nike is already one of the most known and successful sport brands, it was certain that this foundation would become and stay valuable for 14 years so far.
COMPETITOR
One of the competitors for the Jermain and JD collaboration is the Nike Foundation that was formed in 2004, which focuses on investing in “adolescent girls as powerful agents of change in the developing world� (devex.com). This foundation provides basic needs such as safety, health and education for girls in order to make females economically sustainable (devex.com).
NIKE FOUNDATION, INTERNATIONAL DAY OF THE GIRL (NIKE.COM, 2012)
Furthemore, websites are very accessible and Jermain is also associated with having a website specifically created to his foundation. This suggests more of an engagement with the customers. Instagram would also be a great way of promoting the collection, because of the popularity Jermain already has on there, and most importantly because it is the perfect social platform for the chosen mens target audience where young males will come across the collection.
MARKETING CONCEPTS
As for the advertising concepts for the collection, the ones that would be most effective and beneficial would be promoting the collection on Jermain’s foundation website, and advertising the collection on his social media, mainly Instagram. By promoting the collection on his website, the range will automatically be associated with his foundation suggesting that some of the profit from purchased products will go towards the charity.
N A ME B RA N D
LOGO DEVELOPMENT
When it came to deciding whether to keep the brand’s name or change it, it made more sense to keep it because the letters JD are already easily associated with the brand. Instead, it was more thoughtful to add Jermain Defoe’s autograph onto the name as well as his name in clear font because the letters J and D also represent Defoe’s initials therefore it becomes easier for customers to associate the JD Collection with Jermain Defoe. His autograph alongside will create a personal encounter with each customer through the clothing range. Through experimenting with the colour palette and positioning of the autograph, it made it more clear to see which one would be more effective and overall, look aesthetically pleasing.
The colour green. other
suggested ideas show a dark palette, navy, black and dark These colours compliment each well and are rather suitable for the Autumn/Winter season.
By keeping the name this simple, it becomes quite effective with the signature alongside it and the idea of JD meaning Jermain Defoe in this concept.
N A ME B RA N D
Morevoer, they will stand out more on the clothing range, and yet again, making it more memorable for the customer.
LOGO DEVELOPMENT
Logos shown below are brighter than the ones shown previously. By experimenting with the colour palette further, they can now be compared to decide on the final one. Here, the colours are more bold, and the logos are outlined which makes them stand out, making it more eye-catching to the customer.
LOGO IDEAS
LOGO IDEAS
LOGO IDEAS
LOGO IDEAS
COLLCETION FOR MEN AGED 18-30 INCLUDES JOGGERS, T-SHIRTS AND SHORTS
MENS COLLECTION
MENS COLLECTION
COLLECTION FOR BOYS AGED 6-12 INCLUDES JOGGERS AND T-SHIRTS
Two final logos: black with red and yellow outlines, because of how bold it looks on the collection, therefore it will stand out to the customer. The blue logo makes the clothes look a little more exciting rather than just boring and black hence why these two logos are the final options.
FINAL LOGOS FINAL LOGOS FINAL LOGOS
To develop this collaboration further as well as the logos, the next step would be to use the Jermain Defoe foundation logo from the website on the clothing range alongside the JD letters in order to create a sentimental connection with the audience.
The products for this range will vary from cycling shorts to mini dresses, skirts, crop tops and jackets. The main appeal is going to be focused on the bright colours of those products; neon pink, yellow, green and orange followed by animal print; leopard and cow print.
PR ET TYLI T T LET HI N G X PAR K L I FE
Prettylittlething is an online forward-thinking fashion brand. They focus on creating affordable on-trend style pieces for female fashion lovers. The idea for this brief is to create advertising concepts for online and social media, targeting 18-30 year old females, promoting a festival collection in collaboration with Parklife Festival for Summer 2019. (prettylittlething.com,2019)
PR ET TYLI T T LET HI N G X PAR K L I FE BRIEF
As prettylittlething is an online only store, in order to still target 18-30 year old females, this festival clothing range is going to be marketed through a variety of advertising concepts. Firstly,a celebrity, Jorja Smith will be used as a celebrity endorsement who will be the advocate of the collection and who will promote it on her social media. Following on from this, the collection is going to be promoted on the PLT website and their social media followed by photographs to go with it. The last advertitisng concept is holding an event attended by online bloggers and infuencers who can then promote the festival collection on their social media in order to gain an even larger target audience.
PARKLIFE FESTIVAL
Parklife festival is a summer festival held in june of every year and located in Manchester (parklife.com,2018). The festival’s target audience fits in the category of 18-30 year olds and known for attendants expressing their fashion hence why this collaboration would be ideal for prettylittlething and festival lovers.
PARKLIFE FESTIVAL (drownedinsound.com, 2017)
S M I T H J O R J A
CELEBRITY ENDORSEMENT
Jorja Smith is a 21 year old English singer who in recent years became very popular in the UK. As she is a fresh vocalist, her target audience goes under the 18-30 year olds because she is also big on social media where a lot of her younger fans follow her. Jorja is going to be the celebrity endorsement for this collaboration as her style will be well suited with prettylittlething. She is also going to be headlining parklife where she will be able to promote the collection on stage while performing. The concept is for Jorja to advertise this collaboration on her social media, mainly instagram as her audience also fits in with plt’s audience.
JORJA SMITH (BLACKSUGAHMAG.COM, 2018)
PROMOTION EVENT CONCEPT
The second advertising concept consists of helding an event in Manchester as this is where the main PLT headquarter is based. The point of this event is to invite online bloggers and influencers and Jorja Smith herelf, they can then promote the collaboration and collection on their social media accounts targeting their followers and therefore yet again, reaching a larger target audience.
EVENTS COMPANY PHOTO (THEEVENTSCOMPANY.COUK,2018)
MISSGUIDED
COMPETITOR
Prettylittlething and Missguided are very similar in terms of their target audiences, promotion of their products and layout of their websites hence why it becomes important for the PLT and Parklife collaboration to stand out. Although Missguided have previously collaborated with certain influencers, they have not teamed up with any celebrities/singers who could sponsor their festival clothing range. Missguided sticks to only showing their festival products on their website and not really promoting it. This differentiates the PLT idea as the focus is on advertising this collaboration on variety of platforms followed by celebrity endoresement, which is going to help PLT stand out more.
MISSGUIDED MODEL IN AN ORANGE JACKET AND A BLACK NET BUMBAG (MISSGUIDED.CO.UK, 2018)
ASOS
COMPETITOR
Asos is the very obvious competitor, as their target audience is so broad and more people shop on their website. They also offer a wider variety of products due to the fact they sell many other brands on their website, and this is what makes them a good competitor. Nevertheless, asos have never collaborated with anybody nor have they specifically created a festival collection in collaboration with a festival. This is why the prettylittlething and parklife collaboration is going to stand out because nothing as such has been done before and advertised in the way this is going to be advertised, uisng a variety of marketing strategies.
ASOS MODEL IN FLARED TROUSERS (ASOS.COM,2018)
LOGO IDEAS
LOGO IDEAS
LOGO DEVELOPMENT
THESE ARE THE LOGO IDEAS FOR THE COLLABORATION. THE ICOCNIC PRETTYLITTLETHING UNICORN TIES IN REALLY WELL WITH THE SUBTLE NAME OF THE COLLABORATION.
LOGO IDEAS
LOGO IDEAS
LOGO DEVELOPMENT
HERE ARE SOME MORE LOGO DEVELOPMENTS. THE FINAL LOGO IS THE LAST ONE WITH “PLT X PARKLIFE” GOING ACROSS THE UNICORN IN A SUBTLE PINK COLOUR. BECAUSE THE UNICORN IS SO ICONIC, THE CUSTOMER WILL KNOW WHERE THE RANGE IS FROM, AND BY SUBTLY ADDING THE NAME OF THE COLLABOATION ACROSS IT, IT DOES NOT MAKE IT LOOK AS TACKY AND IN YOUR FACE WHICH COULD PUT OFF THE TARGET AUDIENCE.
HERE ARE SOME FINAL IMAGES FROM THE SHOOT FOR THE COLLECTION TO BE PROMOTOTED ON THE WEBSITE AND SOCIAL MEDIA. THE LOGO IS PLACED IN THE BOTTOM LEFT CORNER OF THE IMAGES IN ORDER TO LET THE AUDIENCE KNOW WHAT COLLABORATION THIS IS.
TO FURTHER DEVELOP THIS CONCEPT, NEXT TIME THE SHOOT WILL TAKE PLACE AT A FIELD WHERE THE IDEA OF A FESTIVAL CLOTHING RANGE WILL BE CAPTURED. HOWEVER, DUE TO THE WEATHER IT BECOMES CRUCIAL TO IMPROVISE AT TIMES HENCE WHY THE FINAL IMAGES LOOK BETTER WITH A RURAL BACKGROUND.
FUR CAMPAIGN
P R O P O S A L
ANTI
The final outcome of this proposal is to create an editorial campaign, which is going to portray that wearing real fur is unnecessary in fashion. The undertaken photoshoot is going to include two models; a male and a female as well as a dog. The purpose of this is to show the controversy between someone wearing a fur jacket and having a furry animal friend (in this concept, a dog) as everyone loves dogs, and no one would use their fur for fashion. Because everyone loves dogs so much, why do people still wear real fur and make other, innocent animals suffer? This is the question to ask in this campaign.
PETA ADVERT (PETA.ORG)
This campaign is going to be targeted at 30-40 year old females as well as males. This is because people in this category are the ones who are most likely to afford ro buy real fur products from luxury brands..
P R O P O S A L
As for the marketing concept of the campaign, the outcome is for it to be published in the DAZED fashion magazine, as well as on billboards. The photos for this are going to be taken in a professional studio in front of plain white and black backgrounds in order to really just focus on the message of the campaign, and also because you can really create editorial images in a studio.
PETA ADVERT (PETA.ORG.UK. 2017)
ANTI FUR BRANDS
Many luxury brands have now stopped using real fur in their collections. Some of these brands include Gucci, DKNY, Calvin Klein, Burberry. Tommy Hilfiger or John Galliano (Vogue.co.uk, 2018).
TOMMY HILFIGER
BURBERRY
JOHN GALLIANO
ANTI FUR FASHION BRANDS
CALVIN KLEIN
DKNY
GUCCI
BRANDS USING REAL FUR
Unforutnately there are sitll some luxury brands that use real fur in their collcetions. These brands include Fendi, Dior, Yves Saint Laurent or Louis Vuitton (independent.co.uk, 2017).
BRANDS USING REAL FUR FENDI
LOUIS VUITTON
YVES SAINT LAURENT
DIOR
POLITICAL CAMPAIGNS
VIVIENNE WESTWOOD
Vivienne Westwood is known to be very ethical, and she doesn’t use real fur in her collections. She has also created many political campaigns where she spreads either controversial or important messages, which is why she is a great example to look at for this campaign. Westwood also used slogans in he work, and that is also something to look into. It is a great way of spreading a strong message (Dazeddigital.com,201).
POLITICAL CAMPAIGNS
POLITICAL CAMPAIGNS
VIVIENNE WESTWOOD
VIVIENNE WESTWOOD
C A M P A I G N S F U R A N T I
CAMPAIGNS AGAINST REAL FUR
HERE ARE SOME POPULAR ANTI FUR CAMPAIGNS, WHICH CREATED CONTROVERSY AMONGST THE AUDIENCE. THE PURPOSE OF THESE HAS BEEN PORTRAYED VERY DRASTICALLY YEY EFFECTIVELY, AS JUST BY LOOKING AT THEM THEY CREATE A FEELING OF UNEASE.
DAZED MAGAZINE
MARKETING CONCEPT
The campaign is going to be advertised in the Dazed magazine. By doing this it will reach and target the audience. Also, becuase the final images are going to be ediotrial, the Dazed magazine is a great way of promoting the campaign, because the magazine is known to be very creative, and editorial with loads of phenomenal imagery from different photographers.
B I L LB O A R D S
MARKETING CONCEPT
Another marketing concept that will be very suitable for this campaign is to advertise it on billboards. By doing this, the message behind the campaign is going to be more powerful, and it will also reach a wider audience creating more of an impact.
M A R K E T I N G C O N C E P T S M A R K E T I N G C O N C E P T S A R K E T I N G C O N C E P T S MM AM R C O E AKR E KT E TI INN G G C O NNC C E P TPS T S M A R K E T I N G C O N C E P T S
BEN TOMS PHOTOGRAPHY BEN TOMS PHOTOGRAPHY
b e n t o m s . c o . u k
PHOTOGRAPHY INSPIRATION
b e n t o m s . c o . u k
ANGELO PENETTA PHOTOGRAPHY
angelopennetta.com
PHOTOGRAPHY INSPIRATION
angelopennetta.com
JOHNY DUFORT PHOTOGRAPHY https://www.vogue.com/article/johnnydufort-photographer-interview
PHOTOGRAPHY INSPIRATION
https://www.vogue.com/article/johnnydufort-photographer-interview
FMP - ANTI FUR CAMPAIGN JANUARY - TAKE PHOTOS OF MY MODELS IN THE SUTDIO AND EDIT THE PHOTOS ON PHOTOSHOP.
JANUARY - RESEARCH MORE INTO SLOGANS TO GET ISNPIRATION FOR THE FINAL IMAGE FOR THE CAMPAIGN. FEBRUARY - TAKE SOME ON LOCATION PICTURES TO GET A VARIETY OF IMAGES TO WORK WITH AND EDIT THEM. FEBRUARY - LOOK AT MORE INSPIRATION, MAGAZINE WISE AND ALSO AT MORE PHOTOGRAPHERS. FEBRUARY - START MOCKING UP DIFFERENT LOGOS ON IMAGES. EXPERIMENT WITH DIFFERENT COLOURS/FONTS ETC. TO SEE WHAT IS GOING TO BE EFFECTIVE. MARCH - MOCK UP TAKEN PHOTOS ONTO MAGAZINE COVERS AND BILLBOARDS.
APRIL - START DECIDING ON FINAL IMAGE/S FOR THE CAMPAIGN. APRIL/MAY - EXPLAIN THE FINAL CAMPAIGN , ITS OUTCOME, WHAT IS EFFECTIVE ABOUT IT AND HOW IT COULD BE IMPROVED.
FOR THE FMP PROJECT, THE IDEA THAT I WILL FURTHER DEVELOP IS THE ANTI FUR CAMPAIGN. THE FOCUS IS TO TAKE IMAGES, AND DEVELOP THEM IN ORDER TO GET THE FINAL OUTCOME.
Asos, (2018), Model in flared trousers with gold tint [ONLINE]. Available at: <https://www.asos.com/sacred-hawk/sacred-hawkflared-trousers-with-gold-tint/prd/10667841?clr=black&SearchQuery= festival&gridcolumn=4&gridrow=7&gridsize=4&pge=1&pgesize=72&total styles=715> [Accessed 11 December 2018]. Ben Toms. 2019. Ben Toms photography. [ONLINE] Available at:<http://bentoms.co.uk/>. [Accessed 19 December 2018]. Black Sugah Mag, (2018), Jorja Smith [ONLINE]. Available at: <https://www.blacksugahmag.com/blog> [Accessed 11 December 2018]. Bournemouth Echo, (2017), Jermain Defoe and Bradley Lowery [ONLINE]. Available at: <https://www.bournemouthecho.co.uk/ news/15397983.six-year-old-bradley-lowery-dies-after-battle-withrare-cancer/> [Accessed 15 December 2018]. Business Case Studies. 2018. Creating a winning marketing mix- A JD sports case study. [ONLINE] Available at:<http://businesscasestudies.co.uk/jd-sports/creating-a-winning-marketing-mix/promotion.html>. [Accessed 7 December 2018]. Devex. 2018. The Nike Foundation. [ONLINE] Available at: <https://www.devex.com/organizations/the-nike-foundation-48806>. [Accessed 7 December 2018]. Hello Charlie, (2018), SoccerAid logo [ONLINE]. Available at: <https://www.hellocharlie.com/work/view/soccer-aid> [Accessed 15 December 2018]. Jamie Waters. 2015. Vivienne Westwoodâ&#x20AC;&#x2122;s top ten political moments. [ONLINE] Available at: <http://www.dazeddigital.com/fashion/article/24335/1/vivienne-westwood-s-top-ten-political-moments>. [Accessed 19 December 2018]. JD Sports. (2019). [Online] Available at: <https://www.jdsports. co.uk/> [Accessed 7 December 2018].
BIBLIOGRAPHY
Angelo Pennetta. 2019. Angelo Pennetta photography. [ONLINE] Available at: <http://angelopennetta.com/wp/>. [Accessed 19 December 2018].
Mark Holgate. 2018. Johnny Dufort Is the Most Interesting New-Generation Photographer Right Now. Hereâ&#x20AC;&#x2122;s Why. [ONLINE] Available at: <https://www.vogue.com/article/johnny-dufort-photographer-interview>. [Accessed 20 December 2018]. Mimi Bekhechi. 2017. Gucci is finally going fur-free, but many designers still haven't â&#x20AC;&#x201C; here are the ones you should avoid. [ONLINE] Available at: <https://www.independent.co.uk/voices/gucci-fur-freecommitment-italian-fashion-brand-designer-animal-rights-others-follow-a7998211.html>. [Accessed 19 December 2018]. Missguided, (2018), Model in an orange jacket a black net bumbag [ONLINE]. Available at: <https://www.missguided.co.uk/net-bumbag-1> [Accessed 11 December 2018]. Nike News, (2018), International Day of the Girl [ONLINE]. Available at: <https://news.nike.com/nike-foundation> [Accessed 15 December 2018]. Parklife. 2019. Welcome to Parklife 2019. [ONLINE] Available at: <https://careers.prettylittlething.com/#_ ga=2.54644142.446518609.1547395726-1073686394.1547131335>. [Accessed 14 December 2018]. Peta, (2018), Charlize Theron for PETA [ONLINE]. Available at: <https://www.peta.org/features/charlize-theron-dogs-fur-trade/> [Accessed 14 December 2018]. PrettyLittleThing. 2019. Prettylittlething-About us. [ONLINE] Available at: <https://careers.prettylittlething.com/#_ ga=2.54644142.446518609.1547395726-1073686394.1547131335>. [Accessed 14 December 2018]. Radhika Seth. 2018. The designers who have gone fur free. [ONLINE] Available at: <https://www.vogue.co.uk/gallery/designers-not-usingfur>. [Accessed 19 December 2018]. SoccerAid. 2019. Get ready for SoccerAid 2019. [ONLINE] Available at: <https://www.socceraid.org.uk/>. [Accessed 7 December 2018]. The Events Company, (2018), Welcome to the events company [ONLINE]. Available at: <https://www.theeventscompany.co.uk>/ [Accessed 11 December 2018].
BIBLIOGRAPHY
Joe Goggins, (2017), Parklife Festival 2017 [ONLINE]. Available at: <http://drownedinsound.com/in_depth/4151072-parklife-festival2017--the-dis-preview> [Accessed 15 December 2018].