Jigsaw clothing- marketing report by Yoko Hargreaves

JIGSAW

contents Executive summary Jigsaw Consumer analysis Competitive situation Brand analysis Brand objectives PESTLE Social media Action and implementation plan Treatment plan Shot selection Bibliography Figures

executive summary Jigsaw is a British clothing brand who specialise in a sophisticated and elegant aesthetic. Creatively combining a sense of sentimental nostalgia, Jigsaw has established itself within Britain and now is expanding out at an international level. Jigsaw take an independent stance on the fashion industry. They focus on selling “stylish clothes in inspiring surroundings, at affordable prices” (Jigsaw n.d). They have positioned themselves becoming a bridge between high street and luxury designer clothing. Explaining that “fashion is temporary but style is permanent” (Jigsaw n.d). Jigsaw are familiar with the challenges faced by the fashion industry. Basking in both success and failure. From highs: “clothing retailer Jigsaw has reported an 8 percent increase in its annual revenues to 94.7 million pounds (123 million dollars) for the year ended October 1, 2016” (P.Singh 2017). To lows: “Jigsaw, the fashion chain that once employed Kate Middleton, will close its younger Kew label by the end of the summer after racking up a £10m loss last year”... “Jigsaw also incurred heavy losses of £21.2m last year” (N.Thomas 2012). The rise and fall of Jigsaw over years could be down to a combination of both successful and unsuccessful marketing strategies. “The benefits of using inbound marketing methodologies in the fashion industry are very clear. Because this industry is one that changes constantly, inbound strategies can help brands keep their consumer base while at the same time keep up to date with what’s new and coming. These are both crucial factors to the success of the company” (S.Patel 2014). With a need for successful marketing strategy brands have now adopted film making as a creative marketing tool. “In 2015, Americans spent more time each day with digital video than they did social media, and studies have shown that 80 percent of millennial’s reference videos when they’re making purchasing decisions”.....“The hope is that viewers—with the help of the right distribution plan—will voluntarily watch something creative made by the brand rather than shrug off awkward product placements or interruptive ads while waiting for their show to return” (T. Wegert 2016). Film is becoming a staple form of communication. A favourite particularly amongst those within the fashion industry. For Jigsaw adopting this branch of communication could lead to growth, expansion and success. Jigsaw seem unaware of the benefits of creating short fashion films. Making them ideal candidate for a remodel of their current visual marketing strategy. This marketing report will explore the following: Analysis of competitors use of moving image as well as Jigsaws own. Exploration into the potential benefits of using film in marketing. Looking at the Jigsaw consumer, working the film around reflecting them as well as expanding out to new consumers. Definition of Jigsaws brand identity and the features that make them stand out. Social media and the impact it has upon marketing campaigns. Creation of an action and implementation plan, a source used for effective and through planning. The construction of a well considered and summarised progression treatment document. And finally, a detailed shot selection. This marketing report with collate research involved for the creation of a successful film. Recording all influences, direct decisions and considerations leading to the final creation of a short fashion film.

“style and truth”- Jigsaw

jigsaw Jigsaw are defined as a brand with a strong British heritage. They opened their first store in Hampstead, London in 1970. The brands expansion and later success resulted in the opening of outlets in Britain, the United States and an independent licensee in Australia. Jigsaw have focused their identity of clothing on being ‘timeless’. “Our designs are timeless, independent-minded and fun” (Jigsaw n.d). They believe what they create are staple pieces of consumers wardrobes, items that you never tire from and that are made to last. “We prefer not to slavishly follow fashion trends; instead we cherish the opportunity to make something beautiful, meaningful and lasting that you can wear for years” (Jigsaw n.d). They pride themselves on providing affordable, high quality clothing. A combination that is scarce amongst the high street. “We use the best fabrics from the best factories to produce clothes with designer quality and detailing but at high-street prices. And we do everything we can to make sure that our materials and products are sourced responsibly” (Jigsaw n.d). Jigsaws independent stance upon the fashion industry is something fresh, straying far away from the status quo. Their independent identity is displayed well across their stores. “No two stores are the same, each one is individually designed to be sympathetic to its surroundings and its own existing architecture” (Jigsaw n.d). Shown by their current, luxury, A/W campaign ‘A’, Jigsaw have progressed as a brand that appeal to a significant target market. Done so through expansion of the parent brand. They have adapted over time listening to what is being asked of them.

It is their honest and authentic tone that has impacted upon their current success. “A few years ago, we asked ourselves why luxury had become so heavily defined by a price tag. What happened to making exceptional things, searching for extraordinary practices and materials, investing time? We answered these questions by launching ‘A’ by Jigsaw” (Jigsaw n.d. ) Jigsaw are a brand unafraid of voicing their opinions. As part of their style and truth campaign, they demonstrate this perfectly. They feature addressing issues through their campaigns such as sustainability with their #ForLifeNotForLandfill SS15 campaign and current, AW17 #HeartImmigration campaign. Jigsaw’s group head of marketing Alex Kelly admits “centring a campaign around a controversial political issue such as immigration represents a big risk. However, he says it’s a risk worth taking” (T. Hobbs 2017). The determination towards such issues makes the brand appear human-like and therefore relatable for customers. Head of marketing at Jigsaw Alex Kelly explains; “We looked at the fashion industry and realised no one talks about the benefits of immigration or the debt we all owe to it.” ... “If other fashion brands follow suit then that’s great because there seems to be a lot of fear in this industry around taking a stand.” ... “We didn’t want to approach this with a Pepsi-Kendall Jenner mentality and to make a political statement just for the sake of it” (A. Kelly 2017). Although Jigsaw have brought something quite fresh and conceptual to the fashion industry, they like many other high street brands are faced with fierce competition. With many brands also aiming to create the bridge between luxury and high street, and also a brand with similar, sophisticated aesthetics. Their current visual marketing strategies do not allow them to stand out beyond their competitors. A film could potentially act as a catalyst for ultimate success.

The Jigsaw consumer

consumer analysis Exploring the Jigsaw consumer is crucial. Discovery of both Jigsaws current target market, and any untouched areas of the market will allow for fully comprehensive analyzation. As Jigsaw are using film as a new form of communication, it may help to open the brand up to new consumer groups. The Jigsaw consumer cannot be easily defined. Jigsaw is a brand that potentially could be well suited to a significant proportion of the market. Certain restrictions however hold them back. Although creating luxury ‘affordable’ priced clothing has created a bridge for some customers, it is still unaffordable for most. The price restriction could be seen to limit a younger demographic from buying into Jigsaw. It is not the aesthetic of Jigsaw clothing that prevents them from opening up to a broader target market, it is that the unintentional focus upon a consumer market of a demographic of 28-50. Jigsaw have learnt to adapt towards consumers requirements. “Having identified the need to bridge the gap between the wardrobe preferences of mothers and the demands of their increasingly fashion-conscious daughters, and in pursuit of creating a collection that appealed to these conflicting age groups, she (Belleco founder of Jigsaw) developed the children’s wear line combining classic looks with whimsical design” (G. Turney n.d.). This expansion towards varied areas of the market has met them with success. “It was, and is, a best-seller” (G. Turney n.d.). It seems as if Jigsaw are open to welcoming new consumer bases, whilst also reaffirming their commitment to their devoted and loyal customers. “With their hands-on creative input, Belle and John have established a strong brand heritage ensuring that, as the company grows and evolves, they cater for both the core Jigsaw customers – many of whom can chart their custom back to the first store opening in 1972 – and the new wave of devotees now pouring through the doors” (G. Turney n.d.). An engaging film could expand their current clientele. Fashion brands use social media to promote their advertisement campaigns. Recent statistical data highlights the importance of using social media to advertise. “The average user spends two hours on social media sites each day” (B. Mcleod 2017). A reach towards a younger demographic can be achieved through social media. “88% of 18 – 29 year olds are on Facebook”. “36% of 18 – 29 year olds use Twitter”. “YouTube overall, and even YouTube on mobile alone, reaches more 1834 and 18-49 year-olds than any cable network in the U.S” (B. Mcleod 2017). For Jigsaw social media could help them reach out to undiscovered clientele as well as remaining engaged with loyal customers.

When looking at Jigsaws current social media campaigns, compared to their closest competitors Cos and Whistles, they are 10 steps behind. With a following of 52k on Instagram compared to Whistles 251k following and Cos 1.2m following they is big potential for growth. A customer profile board, allows for a strong summary of the Jigsaw customer. The Jigsaw consumer is a male or female who wears the brand to portray a sense of sophistication, and independence. They are a fashion-conscious individual, looking to display their identity through cloth. They are not one to slavishly follow trends. Touches of elegance come through, with classic tailoring and loosely fitted silhouettes. The Jigsaw consumer prefers a wardrobe neutral in colour, with pockets of colour enhanced through vibrant accessories. The Jigsaw consumer is entering a daunting stage of life. They are no longer at the adolescent stage, and are wanting to reinvent themselves after a new job, marriage, or the beginning of their own family. They are moving away from the slightly quirkier and hip sense of fashion without rejecting a sense of considered style. The Jigsaw consumer is involved in political and social goings on, with a strong opinion on most issues. They seek a relaxed and quiet personal life, varying from their busy work life. They engage in meditation, Yoga and Pilates, to free from stress used as a less demanding form of exercise. Some enjoy eating out, exploring the best reviewed restaurants in their area, others enjoy cooking from home. They host social gatherings regularly, inviting friends to trial their Nigella Lawsons take on a traditional Sunday lunch. A weekend is filled with visiting independent coffee shops. Whilst sipping on their chai tea lattes they enjoy reading the Sunday times, focusing mainly on the style, culture and travel sections. Many enjoy walks in the park with their loyal canine companions. Who are seen kitted out in doggy designer coats with matching leads and collars. Their homes have a hint of rusticness but with a contemporary feel. They enjoy spending free time reading the latest talked about novel. For most Jigsaw is their staple brand, with touches of luxury items from the idealised clothing brand Burberry. Ultimately the Jigsaw consumer is someone who lives a refined sense of lifestyle, they enjoy the finer things in life. They rely on a relaxed personal life to see them through the hectic work week. Reflection of the consumers values in the film is crucial. Therefore constant consideration of this will be attained throughout the process.

segmentation variables DEMOGRAPHIC VARIABLES Age: 25-55. Gender: Male and female. Generation: Millennial and beyond. Ethnicity: All ethnicities encouraged. (Shown through campaigns such as heart immigration). Marital status: Single or partner. Life stage: Late youth, early adult. Occupation: Creatives, journalists, professors, office workers. Education: University level. Income: Mid to high range. Social status: Low to upper middle class. USAGE AND BENEFIT VARIABLES Benefits looked for in a product: laid back sense of style, delivery of interesting trends, involvement with beneficial campaigns, sustainable choice. Usage rates: Varying dependent on income whether staple brand or luxury one of items. Volume of purchases: Mid level of purchase. Price sensitivity: Would allow price to increase if reasoning behind it. (Added quality or innovation etc.) Brand loyalty: Loyal if brand is trusted and well received. GEOGRAPHIC VARIABLES Region: Mostly British/ European. Urban suburban or rural: Urban and rural lifestyle suited. Housing type: Flat/apartment living. City size: Medium to Large. (Bristol-London). Climate: Mild climate. PHYSCOGRAPHIC VARIABLES Lifestyle: Full time worker, concerned with style and appearance. Social aspirations: Presents self as sophisticated. Come across as fashionable and stylish with a sense of class. Self image: Sophisticated, classic, independent. Value perceptions: Quality well crafted clothing, rare for high street clothing. Buying motives: To invest in higher quality level of clothing that the majority of high street products. To define a more sophisticated, classic sense of style. Interests and hobbies: Arts Gallery/ Exhibition follower, explorer of local areas culture, restaurants etc, Attitudes and opinions: Political thinker. Conscious of style and appearance.

â&#x20AC;&#x153;fashion is temporar y but style is permanentâ&#x20AC;?- Jigsaw

competitive situation Today’s market is the most competitive it has ever been. With a constant flow of new competition and a higher demand from consumers for fresh innovation, a brands competitor can be its greatest enemy, but also its most promising lead to success. A brand with the market position of Jigsaws will face constant threat, anything on the high-street will. Therefore a fully established unique selling point is crucial. Exploring the closest competition of a brand is an essential part of research. In particular looking at how the competitors of Jigsaw currently use film as a marketing strategy and whether they extend beyond Jigsaw, doing it better, or whether Jigsaw are the ones stepping into a new league beyond their competitors. “To survive at all, retailers have to be clearer than ever about who their customers are”... “it is possible to make money from clothes, but only in certain precise categories; at the high end, at the discount end (such as Primark) and in specialist brands. The rest are “getting hammered” (The Economist 2016). Statements like this demonstrate the necessity for brands to establish themselves independently upon the high street. Jigsaw have been seen to do this successfully and may be how they have lasted so long on the high street. “For 40 years now, Jigsaw has been an influential presence on our high streets, its slick shops displaying a unique brand of stylish, beautifully cut, sometimes quirky, fashions. Here is a British brand with a strong identity it has never lost since those early, modest days in North London” (G. Turney n.d.). For a brand at the high-street level of the market, their competition is pretty much everyone. However Jigsaws closest competitors can be traced to that of Swedish label Cos and British clothing brand Whistles. The most effective way to determine a brands closest competitors is through a brand positioning map, which places the brand in relation to its competitors judging it on two chosen

categories (such as that of price, quality, style, aesthetic of that chosen brand) Therefore enabling a definition of who the closest competitors of that brand are. Exploration into the strengths and weaknesses of competitors enables comparisons to be drawn up between a brand and their closest competition. Using a SWOT analysis will provide the best way to explore this. By analysing the strengths, weaknesses, opportunities and threats faced by the brand, it will allow Jigsaw to establish themselves beyond their competitors. “Marketers mostly focus on repositioning their own brands. But, you can also reposition a competitor’s brand. That is, you can create messaging about your brand that shed’s a negative light on the competitor’s brand, making your brand look better in comparison. Repositioning is how you adjust perceptions, whether those perceptions are about you or about your competition often hanging a negative on the competition as a way to set up a positive”. (D. Daye 2014). There has been successful evidence of brands turning to their competitors as ways to promote themselves, focusing on areas that they could improve upon compared to what their competition have already done. “Apple repositioned PCs as stodgy and boring in its ‘I’m a Mac and I’m a PC’ campaign. A Bill Gates look-a-like punctuated the portrayal of PC’s while Mac had a cool, progressive Jobs-esque character”. (D. Daye 2014). Another example “BMW went after the comfort cars of Mercedes-Benz by repositioning them as the “ultimate sitting machine” compared to BMW’s performance oriented “ultimate driving machine.” (D. Daye 2014). It is clear for Jigsaw to extend beyond their competition research must be conducted to see the cracks that need filling.

HIGH PRICE

BASIC AESTHETIC

SOPHISTICATED AESTHETIC

LOW PRICE

BRAND POSITONING MAP

competitive situation Swedish clothing company Cos have been prominent on the high street for 11 years now. “Cos is becoming as much part of the fabric of our town centres as its stablemate, H&M” (H. Walker 2012). Compared to Jigsaw, Cos have a much larger international presence with stores across 19 countries. Their consumer following is vast, especially across their social media channels with 445k followers on Facebook and 1.1 million on Instagram. “The best indication of a brand’s successful infiltration is when you can’t imagine the high-street landscape without it, or remember where you used to buy anything before it existed” (H. Walker 2012). Cos have clearly defined themselves within the high street today, they have made their mark in consumers minds and stood strongly against their competition, a task difficult to do in today’s market. Taken from the H&M website; “COS offers reinvented classics and wardrobe essentials for women, men and children. Made to be worn beyond the season, the collections merge lasting quality with timeless design; clean silhouettes, innovative techniques and functional details inspired by art, technology and architecture. Committed to supporting the world of art and design through collaboration, COS partners with established and emerging artists, studios and galleries all over the world, creating unique brand projects alongside the seasonal fashion collections” (H&M n.d.). This short summary demonstrates key words also used by Jigsaw, descriptions like ‘timeless, clean, contemporary and quality’. This indicates how close a competitor Cos are. Exploration into COS’ strengths, weaknesses, opportunities and threats will help to identify the areas for improvement necessary for Jigsaw to obtain. “Cos (Collection of Style) has since become a wardrobe saviour; a go-to for simple and anonymous clothing, stylish basics and zeitgeist-y geometric and minimal pieces that owe their success as much to their casual complexity as they do to their reasonable, mid-market prices” (H. Walker 2012). Cos also aiming at the middle market, aiming to become the ‘bridge’ between the high street and designer wear. Women’s wear design manager for Cos, Karin Gusaffson explains “We’ve been told that customers see us as filling a gap that exists between designer and high street,” (K.Gustaffson 2012). This is one of Jigsaws main selling points, and as their competitors also aim here, it creates greater pressure to succeed.

Cos' refreshing, customer-focused logic is also part of the reason as to why they have done so well. “Arriving on our shores just prior to the financial meltdown, what Cos offered was a world away from the fast fashion prevalent at that time, suggesting timelessly classic but consciously current pieces that don’t date or look tired” (H. Walker 2012). Looking into Cos’ current and previous visual campaigns will provide crucial information, allowing a comparison between themselves and Jigsaw. One of Cos’ most iconic fashion films produced was their ‘The Sound of Cos’ film. The video received a strong reception with just under 70,000 views on Youtube alone. The Cos aesthetic is displayed strongly throughout the film, with their distinct clean and minimalistic style coming through in the studio setting, styling and prop use. The concept behind the film is engaging and quite comic, it keeps the viewers attention throughout. Strong identity is the element that is perhaps most lacking in Jigsaws video campaigns: a sense of brand identity and style. To preserve an aesthetic that is memorable by the consumer, brands need to establish it across their advertisement campaigns. If a brand is not assertive with this, they will be easily forgotten, the brand behind the fim may be lost. Jigsaws current film campaigns lack in engagement between film and viewer. They focus solely upon marketing the clothing with insignificant story lines or characters. Films that have a strong messages with story lines will instantly becoming connectable with a vaster audience. This perhaps is why Cos has a larger following and response to their videos. COS × Agnes Martin | Guggenheim 2016 was a more recent film campaign of Cos’ that focused slightly more on their clothing than within the Sound of Cos film. It showcases a collaboration between COS and fine art artist Agnes Martin. Again, the Cos aesthetic is obvious from the beginning, their identity and style comes through immediately. This constant commitment to bring their identity through to their films, is probably why their films are progressing beyond Jigsaws currently. They take an aesthetic that although is not that distinctive and make it clearly defined to them. The importance for consumers to relate their advertisement back to a brand is crucial.

COS

competitor swot analysis Strengths

Opportunities

-A brand that is defined as a go-to for simple and anonymous clothing, stylish basics and zeitgeist-y geometric and minimal pieces. They have made themselves identified onto the market.

-Collaboration or partnerships to expand out further (although some collaborations have been attained more will promote them further).

-They offer reasonable, mid-market prices at high quality. -Cos have a unique identity combining a style inspired by architecture, graphics, design and arts. -Cos are praised on their refreshing, customer-focused logic which has made them popular. -Cos focus upon key styles that last, which may indicate their necessities to move away from fast fashion and their position on sustainability. -Customers see them as filling a gap that exists between designer and high street.

-Discussion and involvement into current social issues could promote them in a positive light could and give them a wider voice and positive response from consumers. -Targeting of the up and coming sections of the market to achieve greater sales. -Celebrity endorsement opportunities to promote the brand on a large scale. -Working to maintain a sustainable outcome in all their clothing could please consumers as well as doing their part for the environment.

-They look into ways to innovate fabrication to feel modern and interesting. Therefore creating unique outcomes with their garments.

-Development and creation of more films.

-Cos creatively combine jersey and traditional quality wools, there are also innovative additions, such as neoprene, metal mesh and intriguing technofabrics.

Threats

-Strong and intelligent visual communication strategies.

Weaknesses

-Competition of brands close to Cosâ&#x20AC;&#x2122;s identity. -The growth and expansion of social media requires brands to be innovative with how they present themselves to stand out.

-Still aim at quite a high price range which may restrict large sections of the market.

-More and varied choice for consumers.

-No clear engagement with social, political or current issues.

-New and exciting brands that may pose a threat to existing brands like Cos with similar identity and products.

-Information or reflection upon environmental impact and carbon footprint is very difficult to find.

-Manufacturing issues such as quality of the manufacturer, stock availability and storage.

-Website is difficult to navigate with little information.

-Leaving the European Union results in higher pricing for global items.

-No connection between online purchasing and in store purchasing making it difficult for consumers shopping experience.

-Focusing on a larger range of marketing strategies and advertising techniques.

COS 14

competitive situation Whistles are a competitor that are very close to Jigsaws aesthetic. With similarities stemming back to their beginnings. Whistles are a contemporary fashion brand, based in London. Whistles have not always had the smooth ride others from the high street have had. In the past, the style of Whistles was described as having “a pretty but decidedly yummy mummy-ish air” (C. Long 2008). That was until “Jane Shepherdson’s (the former Topshop brand director) was appointment as chief executive, the clothes were said to have cleaner silhouettes with a more sophisticated palette” (C. Long 2008). They have now “re-merged as one of the most exciting contemporary brands in fashion” (L. Indvik 2014). Whistles are a clear competitor, creating similar ‘timeless’, staple items of clothing. The Whistles website clearly defines their target audience, something not done by Jigsaw or Cos. “A shopping destination for the busy, dynamic woman, we create timeless pieces with an intelligent sense of design. Collections are considered, wearable yet distinct, with true seven days a week appeal, crafted to fit effortlessly into modern life” (Whistles n.d.). With a similar direction to Jigsaw, they create pieces that are “understated yet cool, throw on but never throwaway - this is real life fashion. This is Whistles” (Whistles n.d.). “Whistles has re-merged as an up-to-date contemporary brand with cool-girl appeal, a professional polish” (L. Indvik 2014). Whistles have done something Jigsaw and even Cos have failed to do- defining their target market. “Before we bought into brand, I visited something like five stores, and every single person there had gray hair. It struck me: this is a brand, where’s the future if you’re not getting the younger people coming in buying your product? You need a customer who is 20, who can stay with you for 10 years” (J. Shepherdson 2008). They identified the necessity to bring in new consumers and to specify what type of consumer they believe Whistles stands for. Quite a brave move for a brand to take, clearly it has paid of. With comparison to Jigsaw they do feel slightly dated, and therefore are restricting a more youthful clientele. A youthful consumer base means could lead to greater engagement, following and loyalty towards the brand

particularly with their social media platforms. Whistles even took the step to officially define the demographic, gender and identity of their consumer. “Our customer is between 25 and 45, confident about fashion, has her own innate style, knows what she wants to look like, quite independent, works in creative industries like media, fashion, the arts” (J. Shepherdson 2008). This assertion Whistles have taken is a bold move. “The clothes have gradually gained a recognisable slickness. Classic shift dresses in vibrant prints, tailored sportswear pieces and suiting that looks cool rather than conventional is now Whistles’ fare” (L. Cochrane 2012). With a similar position in the market they certainly pose a threat to Jigsaws unique selling point area, to providie quality clothing at affordable prices, filling the gap between the high street and designer wear. “Shepherdson’s reign has seen Whistles become a middle market store with real high fashion clout” (L. Cochrane 2012). Whistles have begun to use film as a form of visual merchandising. They upload on their YouTube channel roughly around twice a year that run alongside the release of clothing campaigns. Although no where near as much a following as COS on their YouTube channel they are more established then Jigsaws. Their connection with a more youthful consumer base could be the reasoning behind this, but exploring their content will also allow consideration into other areas of success. Their most recent campaign video ‘This is Whistles Autumn/ Winter 2017’ clearly defines their aesthetic, from everything to model choice, styling and scenography of the film. The use of a young natural style of model reaffirms the Whistles consumer and target market base for a younger consumer. The style is minimalistic, clean and neutral. Another one of their campaign videos that displays a story line is that of ‘The Whistles guide to the perfect cocktail party’. It follows a woman very similar to the Whistles consumer getting ready for a cocktail party. An enthusiastic voice-over describes the step to step guide onto how to have a successful cocktail party. The film is fun, catchy and persistently engaging. Whistles have defined themselves through their film campaigns,. As a result are creating successfully engaging short films that have received a strong following.

WHISTLES

WHISTLES 17

competitor swot analysis Strengths

Opportunities

-Their recent clothing seems to focus upon a more trendy up to date version of their defined style, something that would open the brand up to a younger audience.

-Collaboration or partnerships to expand to a wider audience (although some collaborations have been attained more could promote the brand more).

-In regards to high street clothing stores they combine reasonable pricing with a higher level of quality.

-Focusing on a larger range of marketing strategies and advertising techniques.

-Whistles stocks individual designer brands in its standalone stores providing product diversity.

-Discussion and involvement into current social issues could promote them in a positive light could and give them a wider voice and positive response from consumers.

-They have an improved design identity. -They focus on creating timeless classic pieces, with a modern perspective. -Whistles focus are honest about their production values. This gives them a raw personality which will appeal to consumers. -A lot of their inspiration is vast and innovative they look to different areas of art, culture, shape to create their independent style.

-Targeting up and coming target market that fit their identity. Stretching above and below the target market to achieve higher sales. -Celebrity enforcement opportunities to promote the brand on a large scale that should benefit sales. -Working to maintain a sustainable outcome in all their clothing could please consumers as well as doing their part for the environment. -Development and creation of more films.

-Whistles collaborate a lot for a high street brand. Collaborating with a variety of designers and artists.

Threats

-They have strong and intelligent visual communication strategies in particular their photography and editorial.

-Competition of brands close to Whistles identity like Jigsaw and Cos.

-Their current film campaigns are strong and varied. They collaborate and although are quite focused upon the clothing they have interesting techniques and story lines to draw consumers in.

-The way social media is currently growing and expanding means they need to keep up with their social media and requires Whistles to be innovative with how they stand out.

-They campaign for slow fashion and believe by creating their timeless clothing, they should not be thrown away.

-The threat of having more, varied choice for consumers.

Weaknesses -Although their clothing may now suit a younger target market they are still aiming at quite a high price range even for a high end brand so may restrict from large sections of the market. -Website is very hard to navigate and not user friendly. -They have not been seen to enter the political or social concerns of society, apart from environmental care they have not raised awareness for other issues like discrimination etc. -Their target audience is 25-45 which is quite a small target market for an international brand and may restrict people from purchasing if they do not feel they fit the Whistles consumer.

-The constant emergence of new, unique brands and that may pose a threat to existing brands like Whistles with similar identity and products. -Manufacturing issues such as quality of the manufacturer, stock availability and storage. -Leaving the European Union results in higher pricing for global items. -Unlike some of it competitors Zara and Jigsaw, Whistles has no childrenâ&#x20AC;&#x2122;s range, nor home accessories which a lot of high street brands are now establishing. -Their sense of simplicity, modern designs and plain garments, there can be easy competition and a threat to the brand that it can be quickly and easily duplicated. -The competition of fashion films and development in technology and how professional films need to be.

-As they have a simple colour palette and a sleek yet elegant look there is a danger of copying which means their USP needs to be bold enough to stand alone.

COMPETITOR MATRIX ANAYLSIS COMPETITIVE MATRIX

COMPETITIVE MATRIX

JIGSAW

COMPETITOR: WHISLES

COMPETITOR: COS

COMPETITOR JAEGER

SOCIAL MEDIA: How successful is the brand at promoting itself through the use of social media such as Instagram, Twitter and Facebook?

TARGET AUDIENCE: Is the target audience of the brand made clear through the use of marketing and branding, is it appropriate for the brand?

PRODUCTS: Has the brand got a large range of products to offer for their consumers, keeping up to date with trends as well as seasons?

PRICING: Is the brands products priced at a reasonable price for the quality of the products as well as being appropriate for target market?

AESTHETICS: Is the branding and identity appropriate for their target market?

PROMOTION: Does the brand have special promotional sales to draw consumers in, encouraging them to buy from their brand instead of competive brands?

competitive situation Looking at previous promotional strategies and the success of a brand can further identify the competitive situation. It will allow to place Jigsaw against its competitors in relation to profit, which is the strongest indication of success implying consumer satisfaction. Recent statistics on Jigsaws were scarce with no annual report for 2018. An article found on the Fashion United website explored their rise in annual sales from 2016. The article reads “Clothing retailer Jigsaw has reported an 8 percent increase in its annual revenues to 94.7 million pounds (123 million dollars) for the year ended October 1, 2016, reports City A. M. The report further states, the sales growth was driven by 18 percent jump in UK online sales and 11 percent rise in profit to 6.2 million pounds (8 million dollars) in the UK” (P. Singh 2017). Another report found on Drapers online explains that “online sales increased to £19m, up from £15m in 2015. There was strong growth internationally, as Jigsaw began trading in the Netherlands, incorporated its Australian franchise partner and continued to open concessions in the US. European sales grew to £1.9m, up from £445,000 in 2015. Sales in the rest of the world hit £3.35m, up from £1.78m in 2015” (H. Brown 2017). Statistics clearly indicate Jigsaw have been successful over recent years. The creation of a film campaign could potentially drive Jigsaw towards further success. Research indicates that it was probably not their their previous film campaigns that were the driving force behind their success. Improvement within this area may result in a larger margin of success. Comparing Whistles and Cos annual reports to Jigsaws will show who is performing the best. Whistles annual report had been analysed within an article by Drapers online. The article explains that “Womenswear retailer Whistles has posted a growth in sales and EBITDA for the 62 weeks to 1 April 2017, as the business bounces back from a loss the previous year” (H. Brown 2018). Research into Whistles indicates their persistent effort towards visual campaigns would definitely be a contributor to this rise in sales. The website Fashion United provided figures for 2016. “Whistles has said that its EBITDA for the 52 weeks

ending January 30, 2016 decreased to 2.9 million pounds (3.5 million dollars) and sales were down 1 percent” (P. Singh 2016). These statistics indicate that compared to Jigsaw's past few years, it seems like Whistles have struggled comparably. Although Whistles is a clothing brand with quite a similar aesthetic Jigsaw have maintained the upper edge in recent years. Jigsaw's other close competitor Cos poses some difficulty for accurate analysis with regards to their promotional statistics. The complications with understanding Cos’s annual report is that as it is a diffusion group of H&M and it is therefore near to impossible to find data not related to H&M as a whole. Looking purely at H&M would not be reliable as they are such a larger and more nationally present compared to both Jigsaw and Whistles. An online article published by the telegraph newspaper provided some insight focused on Cos. “Global fashion retailer Hennes & Mauritz (H&M) will close stores after suffering its biggest drop in quarterly sales in 10 years. The group, which owns Stockholm-based H&M as well as brands such as COS, Weekday and & Other Stories, said its sales excluding VAT fell 4pc to 50.4bn Swedish kronor (£5.94bn) in the three months to November 30, compared to the corresponding quarter last year. Analysts at Reuters had expected revenue to increase 2pc. The retailer said that sales in its fourth quarter were “significantly below the company’s own expectations” (S. Christie 2017). Although the data is not necessarily completely accurate to just Cos’s position played in the decline of sales it is clear that it was a year of struggle for H&M and as a result for Cos as well. It seems Jigsaw are outperforming both competitors in relation to a higher percentage of sales, consumer satisfaction and purchasing rates. Although there has been this success for Jigsaw there is definitely room for expansion. A successful film campaign could really push the brand out further. A competitive matrix table will allow to compare Jigsaw to its competitors in a more summarised manner. This will then be easy to relate back to and extract information.

brand analysis Reflection of Jigsaw's brand analysis will allow for a better understanding into the brands identity. “Jigsaw is all about classics with longevity” (L. Armstrong 2015). What is perhaps most lacking from their previous film campaigns is the lack of fluidity of their identity coming through into their films. Consumers will not recognise, relate to, or remember Jigsaw's films if their identity is not clear and concise. “Developing a brand identity and using it consistently helps customers remember who you are. The more your prospects see your brand, the more likely they will contact your business for information. Every time you get to interact with your prospect, you have a chance to make a connection and create a memorable brand experience” (D. Murphy 2015). Further analysis into Jigsaw will provide a much more detailed understanding of how their identity can successfully be represented into the film. To define Jigsaw's identity, exploration into the brands essence, values and personality is necessary. The development of a strong identity is crucial. “Effective branding can help build your reputation, make you stand out from your competition and project your values to attract your ideal client” (D. Murphy 2015). When looking into Jigsaws two main competitors it is clear what they do well is clear portrayal of brand identity. Jigsaw must be careful as their competition have similar aesthetics, so other unique areas of identity should be a priority of what their film needs to pull through. “A strong brand identity helps the audience differentiate you from your competitors” (D. Murphy 2015). Jigsaw statement of intent: At Jigsaw we firmly believe that fashion is temporary, but style is permanent. We demand and strive for change. We believe fear, isolation, and intolerance will hold us back. Whereas compassion, openness, and alliance will take us forward. Our designs are timeless, independent-minded and fun. We are uncompromising when it comes to style. Our products are reduced by nothing because they stand for something. Jigsaw brand essence: Honesty, independence, inclusivity. Beautifully crafted, sophisticated, stylish clothing, at affordable prices. We cherish the opportunity to make something beautiful, meaningful and lasting that you can wear for years. We use the best fabrics from the best factories to produce clothes with designer quality and detailing but at high-street prices. Making you feel aesthetically refined.

Jigsaw brand Values: Affordable, luxury, authentic, considered, sophisticated. Jigsaw is a clothing brand with its own personal autonomy. We prefer not to slavishly follow fashion trends at the demands of an ever-growing capitalist society. We do our own thing and set our own trends. Jigsaws independent autonomy is carried through to their many social campaigns, we stand against the majority. We do everything we can to make sure that our materials and products are sourced responsibly. Jigsaw brand personality: Honest, independent, sophisticated, determined, authentic. Practicing mindfulness, integrity and fortitude combined with a sense of flair, sophistication, and a touch of British nostalgia. We are truly invested in creating something of true beauty united with concealed meaning. Jigsaw Branding Style: Concerned with the matters of inclusivity, diversity and openness. Jigsaw obtain a multifaceted direction towards their identification. We do not discriminate. With models varying in ethnicity, race, gender and culture, there should be no barriers in fashion. Jigsaw Market Segmentation: Jigsaw places itself on the high-end level of the high street market. Producing well crafted, high quality and long-lasting garments at affordable prices. Analysis of Jigsaw displays their strong identity, and these are elements that should be displayed through their film as they are really strong unique selling points of the brand. Jigsaws refreshed tag-line sums up their essence well. ‘Jigsaw- style and truth’. The tag-line ‘Style and truth’ stands behind their recent campaign “led by agency The Corner, the campaign fits into a wider move to centre the Jigsaw brand around having a social purpose as part of its ‘Style and Truth’ ethos launched back in 2014” (T. Hobbs 2017). This identity is now seen throughout the brand, and is something that should be portrayed through the film. “Through the lens of ‘Style and Truth’, which now underpins the entire business, its previous marketing ventures have included campaigns such as ‘Life not Landfill’ which had a poke at fast fashion, and its ‘Reduced by nothing, standing for something’ ads which ran last Black Friday” (J. Faull 2017).

brand analysis Identifying whether Jigsaw have any unique characteristics to their current visual or moving image content is a vital. Developing consistency is key so understanding their previous content will allow for this. Some of Jigsaws previous visual campaigns have been distinctive. For example their ‘lived not modelled’ campaign offered something fresh, engaging and interesting working as a part of their wider style and truth campaign. The campaigns however have not been well supported through their films. Commercial, tired and un-engaging content that focuses too much on the clothing as opposed to the importance of the campaign makes them fall short. Their lack of frequent uploads limits them further, especially in comparison to their closest competitors. The strong identity that prevails through their website seems lost and scrambled within their films. There is no clear or defined style being displayed, leaving the content feeling sporadic. These concerns found from their previous films are something this film could potentially put to an end, incorporating all the necessary elements that are currently lacking. For Jigsaw a label with such a strong sense of brand identity, it is a shame these areas are not portrayed within their films. The most successful element of Jigsaw has been lost. Jigsaw are freshly independent which is unusual for a high street based store. Their honest and integral tone is what sets them apart from their competitors. Jigsaw strive for change and stray away from the status quo. These are all the elements that should be celebrated and represented through their films. When looking at the other visual areas that construct the brand, it is not as if they have struggled here to represent the brands identity, actually the complete opposite is true. Jigsaw have a very natural, raw and elegant aesthetic particularly witnessed within their photoshoot campaigns. Some of their previous film campaigns have maintained this identity, whereas in others they stray away from it, making it confusing for their viewers. Jigsaw have successfully created a strong narrative which is used throughout their campaigns. The tone is honest, direct and personable throughout. It is present on their website, editorials and in some films. This tone is one of the most successful elements of the Jigsaw brand. It makes their content feel relatable and personal to their customer. Consumers respond well to brands being upfront, it makes the brand feel more human. According to the 2016 Food Revolution Study, “94 percent of consumers say transparency is important to their purchase decisions. Empowered by choice and information, customers have a greater

expectation—and demand—for transparency from brands” (S. Milbrath 2016). These elements have been incorporated into Jigsaws identity. It's popularity demonstrates how vital it is that their film preserves this narrative. “Consumers demand honesty and authenticity from brands” (S. Milbrath 2016). This honest and transparent narrative tone is fluent across Jigsaw. In particular it is well presented within the literacy elements of the brand. For example Jigsaw have a written blog which is displayed on their website. The blog is frequently uploaded on and is a platform for discussion between them and the consumer. The familiar tone is reciprocated through their blog which as a result has created easy to read, personable, well communicated content. Their use of direct language again allows them to connect to the consumer well. Examples taken from their blog posts highlight their use of direct language. “Pr manager. Runner. Travel writer. Looking for a little new year motivation? We checked in with Alice Tate of flash anthology to get her take on January blues, guilty pleasures and jigsaw’s new sports luxe collection” (Jigsaw 2018). The use of rhetorical questioning allows for the consumer to feel involved within the content as opposed to just reading information. Another example from their recent blog post on ‘How to wear velvet’ displays their use of personable tone. “Still on the hunt for the ultimate party look”?... “Ready to take this a little more seriously?” (Jigsaw 2017). A lot of their blog posts begin by asking a direct question to the consumer and it is a really smart way to engage with the reader. This tone has defined the brands identity throughout many aspects of the brand. Especially being well established within the brands photography. In particular It is the choice, range and diversity of the models that most strongly solidifies jigsaws inclusive, honest and achievable perception towards the consumer. They use models that are representative of their consumer and that are not unrealistic. Collaboration has not been something massively emphasised by Jigsaw. They have however collaborated mostly in regards to their previous films and visual content such as collaborations with the National film and television school in their most recent 2017 Christmas add, with Kuroki (a Japanese mill) to produce a film going behind the scenes of denim manufacturing and finally a collaboration with Sam Kerr (designer and maker) to name the few. Collaboration is quite a crucial element for brands to involve in as it can help to promote themselves, produce content they wouldn’t produce naturally and create successful end results.

brand objectives A main priority of the film is to ensure the combination of brand essence translated to represent Jigsaws overall brand identity. It is important to explore Jigsaws brand identity in more detail to have clearly summarised all the elements that need to be represented within the film. Prior research has demonstrated the importance of representing the brands identity throughout the film, to make it memorable, recognisable and easily relatable for the consumer. A SWOT analysis is a crucial element of research especially with regards to exploring the competitive situation for a brand. But it also provides a good basis to explore Jigsaw, exploring what they do well, what they donâ&#x20AC;&#x2122;t do well, room for opportunities and potential threats the brand faces. All are elements that need to be heavily considered with regards to the creation of the film. This film provides the opportunity to improve upon elements of the brand that arenâ&#x20AC;&#x2122;t as successful, and to take the successful elements of the brand and promote these further. Strengths -A well established British heritage brand that also has a contemporary style twist. -Jigsaw have their own USP they offer sophistication, independence and sense of British tradition. -High quality, with a low price line. They claim to be designer quality without the extensive price-tag. -Jigsaw is a intentional brand with outlets in Britain, the United States and an independent licensee in Australia. -Clear and defined identity and style through model choice, reflected upon customer style. -Run campaigns to promote awareness for current important issues. Displays their concern and human element of the brand. -Promotes ethnicity and gender diversity. (represented in campaigns and model selection). -Strong social media identity, with posts everyday. Strong marketing strategies. -As worn by campaign displayed on social media. Make real people wear their clothing to solidify the humanness of the brand. -Connect to quite a specialised style, and budget of a consumer, therefore should have loyal consumer base. Weaknesses -As a result of quite a high budget required for a high street brand they restrict themselves to large sections of the market.

-Potential backlash from campaigns such as marked not respectable for them to be involved in political affairs or to voice opinions on sensitive topics. -Little collaborative strategy used which could promote sales. -Very little interaction from customers with current films, little views and little subscribers on their YouTube account (only 181). Opportunities -Collaboration or partnerships to expand to a wider audience. -The range of marketing strategies and advertising techniques that can be used could expand the brand or specific collections out further. -Growth and expansion of social media could result in a platform to display the collection, campaign, video further. -Growing acceptance of social issues being discussed and promoted in a positive light could give them a wider voice and positive response. -Targeting of the up and coming target market that fit their identity. Stretching above and below the target market to achieve higher sales. -Celebrity endorcement opportunities to promote the brand on a large scale that should benefit sales. Threats -Competition of brands close to Jigsaws identity such as Whistles, Jaeger and Cos. Do these brands offer something different or better than Jigsaw, how can they compete with this? -The growth and expansion of social media requires brands to be innovative with how they present themselves to stand out. -More and varied choice for consumers, may not be the only brand offering Jigsaws USP. -New and exciting brands that may pose a threat to existing brands like Jigsaw with similar identity and products. -Manufacturing issues such as quality manufacturer, stock availability and storage.

the

-Leaving the European Union results in higher pricing for global items. Exploration further into Jigsaws design identity can be achieved through the use of brand analysis models.

BRAND IDENTITY PRISM

PICTURE OF SENDER PHYSIQUE Sophisticated, chic, stylish well crafted clothing. With hints of British heritage with a

RELATIONSHIP Creating affordable luxury clothing that stands for something more than fast fashion.

REFLECTION Suitable for many ages and genders. With female, male and children ranges. Millennial and beyond. (25-55). Independently thinking individuals. Middle to high price market.

Authentic Independent Ambitious Determined Sophisticated

CULTURE A beautifully chic sense of Britishness embracing a sophistically refined aesthetic.

INTERNALIZATION

EXTERNALISATION

contemporary lift.

PERSONALITY

SELF IMAGE Aware of current cultural, social and political affairs. Elegant and classy. Honest. Independent.

BRAND IDENTITY KEY VALUES, BELIEFS AND PERSONALITY: •

• •

•

Jigsaw aim to create beautiful, meaningful and long lasting garments that you can wear for years. They aim to meet designer quality items and detailing but at high-street prices. Jigsaw are freshly independent. They strive for something more through their many creatively crucial social campaigns. Jigsaw firmly believe that fashion is temporary, but style is permanent.

Functional benefits: • Provide high quality, well crafted ranges that evolve constantly, the collections are always fresh and visually exciting at affordable prices. Emotional benefits: • Allows its consumers to connect with it’s campaigns and enables them to help make a change. • Leaves consumers feeling a sense of pride, independence and left feeling aesthetically refined. • Through their campaigns they promote honesty and authenticity.

•

• •

High street competitors. Other brands that provide cheap, affordable clothing that follow trends. Such as Primark and H&M. Similar competitor brands such as Cos and Whistles. Rise in advertisement requirements and standards mean a combination of style and creativity with marketing strategies.

• Through their honest and authentic tone, they present a believable campaign for consumers and impalement this through their collections. • High quality, affordable price. Fashion is temporary, style is permanent. Strays away from the fast paced fashion trend. Creates clothing made to last. • Demands a sustainable, ethical approach towards their design, manufacture and workforce.

ESSENCE/ BRAND IDEA:

BENEFITS:

COMPETITIVE ENVIRONMENT:

REASONS TO BELIEVE:

A clothing brand with its own personal autonomy. Jigsaw combines flair, sophistication, and a touch of British nostalgia at an affordable price.

UNIQUE SELLING POINT: •

A high street level luxury styled brand that supports critical social campaigns.

TARGET:

CONSUMER INSIGHT: Quality, style and sophistication. Well crafted, considered and mindful clothing. The high end of the high street, combining designer style with affordable price.

ROOT STRENGTHS:

High Quality, well crafted, closest to designer without an extortionate price tag. An unusual display of integrity and honesty, unusual for a high street level brand. Focuses its campaigns upon important social concerns aiming to tackle issues.

•

Jigsaw offers both male, female and children wear. Ranges suited to mass audience. • Suited best towards a millennial to slightly beyond millennial age due to cost and sophisticated aesthetic.(25-50). • Applicable to independent, critical and creative individuals. Those who seek a change. • Little restriction for price range. Either staple items for higher market, or luxury items for a middle market.

BRAND OBJECTIVE MODEL

CLIENT PROFILE

PRODUCT/SERVICE •Sophisticated aesthetic clothing lines. •Creating designer quality garments without the extortionate price tag. •Timeless pieces made to last.

•25-50 age range of consumer. •Male and Female ranges available. •Business women/man, busy worker, hectic work-life. •Looking for an effortless, sophisticated style.

BRAND ESSENSE

CLIENT BENEFIT

Jigsaw focus upon making considered, timeless collections, each crafted to the highest of quality but kept at an affordable price tag. Jigsaw will not conform to slavishly follow fashion trends; instead they cherish the opportunity to make something beautiful, meaningful and lasting that you can wear for years. The consumer should feel effortlessly stylish when wearing Jigsaw.

•Long-lasting, high quality garments. •Affordable designer luxury wear. •Consumers can connect with their campaigns, making consumer feel involved and doing something positive. Engage in Jigsaws sustainable and social promises, feel good factor.

SERVICE/ PRODUCT BENEFIT •Affordable. •Timeless. •High Quality. •Independent. •Effortless. •Nostalgia. •Sense of refinement.

PESTLE Political •Copy right laws could effect work. All work being produced must be completely unique this should not just be because of laws but also to be different and have unique selling points. •Moral rights is an issue close to Jigsaws identity. The film therefore needs to keep in line with Jigsaws style and truth campaign, which means for it to be honest and maintain their positive working environment. Consideration into the rights of workers is not necessary or crucial for this project but it is clearly of high importance of Jigsaws agenda. •Content liability is important. The films content needs to be reliable and honest. •Action of UK leaving EU could impact on purchasing costs by decisions at a national level on export/import subsidies, customs duties, textile quotas, embargoes, etc. •Sensitivity of current affairs could effect topic choice of the campaigns. Economic •Economic growth could effect the popularity of Jigsaw as a brand. As it is a fairly pricey high street chain it may mean that consumers have more disposable income meaning there could be a larger target market. These opportunities could be crucial in gaining a large audience. •Inflation rates are important with regards to purchasing materials and costs of things with regards to Jigsaw. If inflation rates are high it may effect my ability for purchasing or having certain features in the film. •Consumer confidence in the brand is essential, otherwise there will be a lack of purchasing and interaction with the film. •Interest, currency and credit risk. •UK unemployment at lowest rate- larger market potential. •Median disposable income per household (high or low). •Increased consumer debt. •Threat of emerging markets. Social •Income distributions is the smoothness or equality with which income is dealt out among members of a society. Therefore it is important the society has a mid to high equal income distribution for people to want to buy into the brand. Generating a larger target market to buy into Jigsaw. •Demography is so important in regards to targeting a particular market and the later success of targeting that particular market. The age the Jigsaw consumer is the millennial market and beyond- is it a popular enough market? 13.8 million people are classed as millennial within the UK and it extends to a larger target range so a potentially large consumer market. It is suited for both a male and female market so therefore is suited to quite a large market. It is suited to a variety of cultures, races and ethnicities making in universally acceptive. Do Jigsaw need to expand towards a new sector of the marketyounger demographic. •Lifestyle factors do they have the money to spend? •The new demographics. •Attitudes to work and leisure.

Technological •International influences could be a huge in relation to the film. Not only has the result of globalisation brought so many people to the UK which could be great for the potential positive multicultural campaign. It also means Jigsaw can reach out to a larger more international consumer base and reach to a larger field. •Changes in information technology is crucial. It enables Jigsaw to expand to a larger clientele and expose themselves out further a field through use of social media platforms. With regards to the production of the film the increase in technological advances means there may be more options when creating the film whether aesthetic qualities or functional qualities. •It also allows Jigsaw to reach out to people to model for the film which makes it a lot easier and they therefore can actually find people fully suited to what they need. •Social Media growth. Legal •Taxation policies may effect Jigsaw. It is important that they consider how tax could effect Jigsaw on a large scale, with purchasing goods and how much product will have to sold at as a result of VAT. •Employment laws . •Health and safety is so important. For workers involved in producing garments but also for the consumer. For consumers any Jigsaw products need to be safe for them to use and prevent any harm being caused to them or the product. When shooting health and safety features must be considered. •Intellectual property. •Data protection May 2018. •Equal opportunities. •Minimum wage. •Zero hours contracts. Environmental •Regulation and restrictions could effect Jigsaw. They have to consider that certain laws may prevent things. The collection and products need to be mindful towards the environment so there may be certain precautions Jigsaw must take to apply their strong brand identity and message. •Energy savings could be important in the cost of production for a brand like Jigsaw. But also consideration of using a lot of energy with editing the film. •Climate change is such a current issue that really must be considered with the design, manufacture and distribution of Jigsaw products. •Resource management. •Raw material sourced from sustainable sources. •Environment awareness creates new market segments. These areas could potentially affect Jigsaw as a company and therefore also the strides taken for the creation of the film. It is important to explore all potential factors that may impact upon the film. Although these areas are at quite a large scale they could still potentially effect any future decisions and certain allowances for the film.

social media Looking at Jigsaws social media will give further indication of brand identity. Allowing for analysis into how successfully they market themselves through social media platforms. Social media is a crucial component for successful marketing. It's powerful emergence within the last decade has allowed brands big and small to expose themselves to a wider market. According to Hubspot, “92% of marketers in 2014 claimed that social media marketing was important for their business, with 80% indicating their efforts increased traffic to their websites. And according to Social Media Examiner, 97% of marketers are currently participating in social media” (J. DeMers 2014). Looking into the potential benefits of social media will show how clever marketing strategies using social media could potentially benefit Jigsaw. Using social media has shown to benefit brands by creating improved brand loyalty. According to a report published by Texas Tech University, brands who engage on social media channels enjoy higher loyalty from their customers. The report concludes “companies should take advantage of the tools social media gives them when it comes to connecting with their audience. A strategic and open social media plan could prove influential in morphing consumers into being brand loyal” (J. DeMers 2014). Social media can create more opportunities for a brand. Every post made on a social media platform is an opportunity for customers to convert potentially giving access to new customers, recent customers, and old customers, enabling the brand to interact with all of them. “Social media marketing results in higher conversion rates in a few distinct ways” (J. DeMers 2014). Perhaps the most significant is its humanization element; the fact that brands become more humanized by interacting in social media channels. For a brand like Jigsaw that already reflects an honest and personable tone throughout this could promote this side more. “Interacting with your customers regularly is a show of good faith for other customers. When people go to compliment or brag about a product or service, they turn to social media” (J. DeMers 2014). This form of social traffic can help to make noise for the brand for a particular collection or campaign. For the film Jigsaw are to produce this could be crucial to gaining greater exposure for the campaign. Looking into their social media has provided insight where Jigsaw could improve and what successful elements there are and how this could be incorporated into the marketing of the film.

Instagram [52.4k followers] : Jigsaws Instagram is used mainly as a platform to display their clothing, campaigns and to promote new collections. Different from their website their Instagram uses barely any styled shoots. They style their clothing on everyday people. This technique further demonstrates their identity of being personable and relatable to their customer. It is important that their content varies from what is seen on the website as it makes it worthwhile for their consumers to follow them. They seem recently to have a more updated aesthetic, it is colourful, fun and bright. Their Instagram has definitely improved within the last few months. This change in style has received a more positive response from their consumers, with more interaction through likes and comments. It looks more considered with the content clearly planned out throughout. Twitter [12.4k followers]: Jigsaws Twitter page is perhaps their weakest form of social media. There is very little engagement between consumers and the content they put out. The main content displayed is advertisement of their clothing. They do not tweet themselves anything of much substance or personality which is perhaps why consumers are struggling to relate. It feels very promotional and commercial. It is understandable to use social media to promote their clothing but too much of it makes it un-engaging for the consumer. Facebook [77k followers] : Their Facebook is more relatable for the consumer and therefore receives a greater reception. They use it to promote videos, articles, clothing and their current campaigns. The varied content is perhaps an element that entices consumers. Similarly to their Instagram page they use more naturally taken photographs which consumers seem to relate to better. YouTube [183 subscribers] : Their YouTube channel mainly showcases their fashion films relating to recent clothing campaigns and collections. They also use it to promote video collaborations that they have done such as with the National Film and Television School, ALR and KUROKI. They have also displayed some of their catwalk events here. The engagement is fairly little, with only 184 subscribers and minimal views for a popular brand it clearly demonstrates something is lacking. Previous research indicates a lack of strong brand identity and interesting, engaging content would be better received. Pinterest [5000 followers] : Pinterest is another platform of social media used by Jigsaw. Their Pinterest seems quite a bit more personal that their other social media platforms as it almost gives the thought process behind each collection. It displays the inspiration behind each campaign showing relevant imagery. Displaying both mood board imagery and final shoot photos. Their Pinterest has a following of over 5000 which is a lot bigger than some of their other social platforms.

action and implementation plan Product Model choice was crucial. This film is set to have a clearly defined lead character. It was therefore important to choose a model who would be able to play this character well, and skilled enough to portray the story line effectively. A decision therefore was made to have a model/actor casted. The decision for a male model was not intentional it could have been either gender, but Jigsaws previous campaigns mostly have used female models or have used both genders, but as this storyline is focused purely upon one character this wasnâ&#x20AC;&#x2122;t possible. Due to personal connections a male model was more accessible. The demographic of the model needed to reflect the Jigsaw consumer without being restrictive as the campaign is set to be inclusive to all and perhaps open out to new consumers. Therefore the choice of the model to appear late 20s to early 30s hit the idealistic demographic for the Jigsaw consumer. Diversity is definitely a big consideration for a Jigsaw campaign and therefore a diverse model choice is necessary to maintain current efforts made on ethics. Location and sceneography choice is perhaps one of the biggest considerations required for a successful film. The film is based mostly around three location spaces: A house, Camden market and China Town. The choice of location for the house was a beautiful town house in London. It has a very cosy aesthetic with detailed styling elements that give it a unique look. Decision to shoot at Camden market was taken as it is a place of vast and diverse forms of culture, food, stalls, people and music it is ideal to showcase the character engaging with culture. Camden also has a defined aesthetic that will help to define a greater sense of style throughout the film. The final location choice is Chinatown which has such a clear and defined sense of an oriental style and a defined cultural hub in the centre of London. The colours drawn out from the lighting and light window shops with also build a defined aesthetic which is being developed throughout. The film is set to be less commercial and more story telling than to focus upon just the clothing like a look-book style of film. The film is being used to boost a campaign. The film will feature one character, who has been styled beautifully to match an equally considered aesthetic with location, prop and sceneography decisions. It will follow his journey to rediscovering the Britain he thought he knew. The narrative will be displayed through this one character. With no spoken content the film relies on the characters expressions, emotions and actions to display the storyline. The styling of the lead character will display the sophisticated quintessential British style of Jigsaw with a contemporary interesting twist. As Jigsaw clothing is too expensive to buy for the shoot it is crucial to present a representative aesthetic through the styling. Looking thoroughly at Jigsaws current collections and clothing will allow to present their aesthetic through the styling. Selecting a sophisticated style of clothing that has elements and pops of colour is what represents their identity well. Placement A full length version of the 3/4 minute film will be displayed on the Jigsaw website and selected social media platforms

such as their Facebook and YouTube accounts as this is where previous films have been displayed. A slightly shortened version around 40 seconds will be created to be displayed upon the walls of tube stations such as Oxford tube station where their previous campaigns have been delivered before, hoping to entice consumers to explore the campaign further. Short teaser clips at around 10 seconds will be displayed on their social media accounts such as Instagram, Snapchat and Twitter to entice the consumers before the build up to the release of the final film and their 2018 Spring/Summer connection. Promotion The film will be used as a tool to promote Jigsaws new Spring/Summer campaign that works within their Style and Truth campaign. It is to promote and encourage people to be aware and engage with the vast amount of diversity that makes up Britain. Encouraging people to step outside their comfort zones and celebrate our multicultural society. In the lead up and throughout the reveal of their spring/ summer collection Jigsaw will be organising and creating a number of different events based all around the country to promote engagement in one another individualities and diversities. Events such as festivals, screenings, galleries, activities etc. will take place throughout the months of March through to July. The events will be displayed on the Jigsaw website and announced on their social media platforms. The film, will also be promoting the release of their new Spring/Summer 2018 collection that has worked alongside a number of creatives based all around the world to comply a collection that meets Jigsaws defined sophisticated style with a combination of new colours, prints and textures to create a collection that steps out of Jigsaws own comfort zone. Just as they wish for their customers to do to engage in unfamiliar cultures, meet new people and become more educated. To reach the target market, the use of different platforms such as social media will achieve this. The use of campaigning in public spaces such as the tube stations may help to promote the campaign out to unfamiliar customers. A technique not done by Jigsaws competitors so may help to set them apart. Process The proposed time-scale for production is three days. With one day being used to shoot b-roll at the locations without the model, then two days with the model for shooting. This allows for complications and allowance for things to go wrong. It then allows 3 weeks for editing which will leave enough time as the editing required for this film is not that intricate or time consuming. The crew involved with the creation of the film is just three people. Having this small crew is important as a lot of the locations we will be shooting at are going to be busy and therefore the crew cannot be imposing or overwhelming. The crew will be constructed of a camera man, the model and the artistic director. The decision to use an experienced camera man was taken in order to provide a fully professional result. The film must be of a very high

quality.

treatment plan S/S 2018

STEP OUTSIDE Jigsaw is a British clothing brand. Jigsaw believe that fashion is temporary but style is permanent. Jigsaw sell stylish clothes in inspiring surroundings, at affordable prices, they offer a bridge between luxury and high street wear. Jigsaws designs are timeless, independent-minded and fun. They do not slavishly follow fashion trends; instead they cherish the opportunity to make something beautiful, meaningful and lasting that you can wear for years. Jigsaw 2018 Spring/Summer filmRelease date: 15th March 2018. Step outside.. Overview â&#x20AC;&#x2DC;Step Outsideâ&#x20AC;&#x2122;... is a 3/4 minute (branded content) short film, set up to highlight Jigsaws newest style and truth campaign: step outside. The film will be released early spring to promote their new S/S collection. The film features Jigsaw clothing without making it to obvious or in the viewers face. This will be delivered in 3 formats: 1- Jigsaws YouTube channel displays full length film (which needs updated, engaging footage). 2- Across Jigsaws social media platforms such as Instagram/ Facebook will display sneak previews of the film to entice consumers leading up to the final display of the film. 3- Shortened version of full film to be displayed across tube stations, a technique used by Jigsaw in previous campaigns. The Jigsaw aesthetic will be displayed for the duration of the film, details of clothing will be shown subtly throughout. The film is focused heavily on an engaging, warming story line and an in particular the story of just one character, showing his journey to rediscover the Britain he though he knew, following him engaging in unfamiliar culture, varied identity and undiscovered society. The film will run behind a campaign to promote people to get out and indulge in unfamiliar cultures through food, music, dance, art etc. Jigsaw throughout the campaign will run different events to promote multiculturalism within Britain. It will work to encourage people to go out. The aim of the film is to get people out and create discussion around promoting and celebrating a more multicultural society. Creating dialogue between consumers, new and old. Jigsaws collection that runs along side the campaign will promote multiculturalism by using creatives from all over the world to work together to create a beautifully diversely inspired collection. The film is focused upon a story line, to promote the campaign, although it features Jigsaw clothing this is not the purpose of the add.

#Rediscover the Britain you t h o u g h t y o u k n e w. #Engage. #Immerse. #Connect. #MulticulturalBritain. # I d e n t i t y. # To m e . . . . m a k e s B r i t a i n g r e a t . # R e d i s c o v e r. #DiscoverOrigin. #StepOutside.

STEP OUTSIDE The Film â&#x20AC;&#x2DC;Step Outsideâ&#x20AC;&#x2122; focuses on celebration. The celebration of the different cultures that make up British society. Encouraging personal engagement with multiculturalism. Jigsaws sophisticated, nostalgic aesthetic will be demonstrated through beautiful styling and prop choice and design. It is about the story of this one character exploring a British multicultural society, pushing past his stereotypical perception of what defines Britain. The film, that will promote their new campaign will run alongside a number of hash-tag campaigns used for social media. We live in such a diversely rich, multicultural society. Multiculturalism has shaped what Britain stands for today. It is our diversities that inspire, promote positivity and connect our individualities together. What we can all be guilty of is being somewhat culturally self-centred. Although we are surrounded by diversity, we may not engage with each-others individual identities. This campaign is about celebrating, it is about encouraging us to get out and explore unfamiliar cultures, food, music, dance, creativity. The story celebrates the campaign by following the storyline of a writer who requires inspiration to progress on his next piece. The story is beautifully narrated by heart warming, gentle music, that is combined with carefully considered sounds that work with actions. The clothing collection that displays alongside the campaign displays Jigsaws beautifully sophisticated clothing with a contemporary stylized touch. Inspiration taken from colour, print, textures, that step outside the Jigsaw comfort zone, experimenting with elements they have not yet done to create a distinctive collection. Reaching out to creatives across the world to help develop this collection will demonstrate Jigsaws attempt to relate and connect with new people and working together to create something meaningful and beautiful. The campaign is to be subtly demonstrated to the consumer. It is not forceful or guilt provoking. It is to be inspirational and enlightening, encouraging people to get involved.

STEP OUTSIDE The Plot The film begins by introducing the character of a troubled, uninspired and frustrated writer. His frustrated persona is displayed by actions such as scrunching paper, scratching his head and frequent tapping of the table. After this the camera pans out the title of the writers project is displayed. ‘What makes Great Britain great?’... a quick flashback displays a stereotypical perception of Britain images like fish and chips, cream teas, the queen etc. After reaching the peak of his frustration he quickly gets up and in the hope of clearing his mind. With brief deliberation he grabs his coat, scarf and hat and slams the door behind him. We then follow the lead as he takes a journey through London in the hope to spark some form of inspiration. After following him through the streets you see him arrive at the main locationCamden Market. Following him into the bustling market place, shows a unfamiliar enthusiasm displayed across the face of the writer. We follow the interactions of the writer with the varied and cultural elements of what the market has to offer. He meets each experience with joy and excitement. He is discovering elements of Britain that he had never even experienced. The interaction with unfamiliar food, music, people, clothing is something new and exciting to him, all this emotion is shown through his facial expression. His journey continues by reaching a new cultural hub within London- Chinatown. This displays the possibilities for a more cultural night life experience. Again we follow the engagement between the lead character with the varying cultural experiences that Chinatown offers. The expression of enthusiasm is still clear through the characters expression. The final scenes follow the character on his return back home. Almost before he can even get through the door he is sat back at his desk typing furiously away. His day spent indulging in a different side of Britain had led to the clearance of his writers block. As the camera pans out from the house through a lit window reveals character is seen to be persistently typing. A blank screen appears with words ‘Jigsaw s/s campaign.. (step outside). Feel - Strong visual aesthetic, strong colours and style. -Quick, short shots put together. -Subtle focus upon detailing of clothing. -Wide open shots that reveal a lot per scene. -Emotional, inspiring and heart warming. -Quirky and individual style portrayed through styling of character and choice of props. -Moving, panning shots that make it more engaging for the viewer. -Typical British style, weather and locations. Audio A strong feature of the film is heavy on over dramatic sound use that will take over the music when an action is done to add a slightly comedic level to the film. For example if character takes sip from coffee cup, the sip will be over dramatic and will cut out the music whilst action is being done, to really draw attention to quite a mundane scene. Music will begin with a slower tempo and build up more as the character engages and becomes more enthusiastic. Style of music with a jazzy style that is upbeat and works well with actions and cutting of scenes.

STEP OUTSIDE Prop List - Outfit 1 (Turtle neck, jumper, trousers, watch). -Outfit 2 (Added coat, scarf, hat and shoes). -Type writer. -Coffee jug. -Mugs for tea and coffee scenes. -Cake display. -Retro radio. -Male lead- styling. -Paper with writers project printed. Crew List - Male lead. (Matthew Morrison). -Camera operator. (Joe Andrews). -Director. (Yoko Hargreaves). -Sound operator. (Yoko Hargreaves). -Assistant. (Yoko Hargreaves). Location List - House (front door, hallway, kitchen area to film from). -Street in front of house. -Camden market (stalls within). -Chinatown (stores within and street filming). -Streets. Delivery and Format - 3-4 minute full length clip of the video. -Short 20 second teaser clips used in the run up of the campaign for social media pages. -Shortened version of the film to be displayed at tube stations. Male Lead Smart, sophisticated dress sense with slight quirky, contemporary vibe demonstrated by use of pops of colour. A freelance writer in his late 20s early 30s. He shows his creative flare through his homes aesthetic, a cosy yet slightly feminine styling. He wears Jigsaw to express a sense of considered, stylish elegance. He is a workaholic, nothing much comes before his writing, the character shows someone who hibernates at home most of the time. His decision to explore this different side of London is done so out of frustration, however he is enthusiast and eager to engage, he doesnâ&#x20AC;&#x2122;t hold back. A sense of naivety and innocence is displayed through the character.

shot selection Day 1/ Scene 1- Outside House.

Day 1/ Scene 2- Outside House.

Shot 1: >Shot 1- 20 sec static clip +10sec each side. >Repeat with slow zoom in, so just the house is in view. >B roll allows for pedestrians to walk past house.

Shot 2>Shot 2- 10 sec static clip +10sec each side. >Repeat with slow zoom in, right into the door. >Repeat with slow zoom out, away from door.

Location: > Clapham Junction house. South West London @10:00 morning.

Location>Clapham Junction house. South West London @10:00 morning.

Products: > No products required for this scene.

Products> No products required for this scene.

Day 1/ Scene 3- Hall.

Day 1/ Scene 4- Kitchen.

Shot 3>Shot 3- 10 sec static clip +10sec each side. >Pans shot over to right focused on door way. >Repeat with camera shot moving towards door slowly.

Shot 4>Shot 4- 10 sec static clip +10sec each side. >Pans shot over to right focused on bin in corner. >Repeat with camera shot zooming out to reveal actor.

Location> Clapham Junction house. South West London @11:00 morning.

Products> No products required for this scene.

Products> Outfit 1. >Type writer.

Day 1/ Scene 5- Kitchen.

Day 1/ Scene 6- Kitchen.

Shot 5>Shot 1- 15 sec static clip +10sec each side. >Birds eye view of bin. >Repeat with paper being thrown into it. Location> Clapham Junction house. South West London @11:00 morning.

Shot 5>Shot 5- 10 sec static clip +10sec each side. >Repeat with Zoom in. >Repeat with Zoom out. >Repeat with B roll. Location> Clapham Junction house. South West London @11:00 morning. Products>Glasses. >Watch. > Outfit 1.

Products>Bin. >Paper.

Day 1/ Scene 7- Kitchen.

Day 1/ Scene 8- Kitchen.

Shot 6>Shot 6- 10 sec static clip of coffee being pored into cup +10sec each side. >Repeat with Zoom in. >Repeat with Zoom out. >Repeat with B roll actor picking up cup and sipping from it and placing it down. Location> Clapham Junction house. South West London @11:00 morning. Products>China cup. >Watch. > Outfit 1.

Shot 7>Shot 7- 10 sec static clip +10sec each side. >Repeat with Zoom in. >Repeat with Zoom out. Location> Clapham Junction house. South West London @11:00 morning. Products>China cup. >Watch. > Outfit 1. >Glasses. >Type writer.

shot selection Day 1/ Scene 9- Kitchen.

Day 1/ Scene 10- Kitchen.

Shot 8>Close zoomed shot into typewriter- 10 sec static clip +10sec each side. >Repeat with Zoom out.

Shot 9>Flash back shots 10 sec each static clip +10sec each side. >Birds eye angle of all shots.

Location> Clapham Junction house. South West London @11:00 morning. Products>Paper with desired text written. >Type writer.

Location>Clapham Junction house. South West London @11:00 morning. Products>Cup of tea in china tea cup and saucer. >Plate of fish and chips >Fry up. > Scone with cream and jam. >British flag flowing in wind.

Day 1/ Scene 11- Kitchen.

Day 1/ Scene 12- Kitchen.

Shot 10>Close zoomed shot onto actors frowning expression- 10 sec static clip +10sec each side. >Repeat with Zoom out as he leans back. >Repeat with zoom into expression of actor.

Shot 11>Zoomed in shot of actor standing up and tucking chair under table- 30 sec static clip +10sec each side. >Repeat with Zoom out.

Location> Clapham Junction house. South West London @11:30 morning. Products>Outfit 1. >Type writer. >Glasses. >Watch.

Location> Clapham Junction house. South West London @11:00 morning. Products>Outfit 1. >Type writer. >Watch.

Day 1/ Scene 13- Kitchen/ Hall.

Day 1/ Scene 14- Hall.

Shot 12>Shot follows actor as he walks through door into hallway- 40 sec static clip +10sec each side.

Shot 13>Zoomed in shot focus on hat- 30 sec static clip +10sec each side. >Shot repeated for coat. >Shot repeated for scarf. Location> Clapham Junction house. South West London @11:00 morning.

Location>Clapham Junction house. South West London @11:00 morning. Products>Outfit 1. >Watch. >Glasses

Products>Outfit 1. >Hat. >Scarf. >Coat.

Day 1/ Scene 14- Hall.

Day 1/ Scene 15- Street.

Shot 14>Zoomed in shot focus on door as it closes- 40 sec static clip +10sec each side. >Shot repeated zoomed out. Location> Clapham Junction house. South West London @11:00 morning.

Shot 15> 40 sec walking clip +10sec each side. >B roll shooting here to get more natural look. Location> Street outside Clapham Junction house. South West London @12:00 morning.

Products>No products required for this scene.

Products>Outfit 2. >Hat. >Gloves. >Scarf. >Coat.

shot selection Day 1/ Scene 15- Market.

Day 1/ Scene 17- Market.

Shot 16> 50 sec walking clip of model through arcade+10sec each side. >B roll shooting here to get more natural look. Location> Camden market, Stable Market. North West London @13:00 afternoon.

Shot 17> 40 sec actor picking up garment and inspecting it in more detail+10sec each side. >Repeat in B roll shooting here to get more natural look. Location> Camden market, Stable Market. North West London @13:30 afternoon.

Products>Outfit 2. >Hat. >Gloves. >Scarf. >Coat.

Day 1/ Scene 18- Market.

Day 1/ Scene 19- Market.

Shot 18> 40 sec actor entering scarf shop and pulls scarf out of shelf +10sec each side. >Repeat in B roll shooting here to get more natural look. >Repeat zoom in on facial expression of model. Location> Camden market, Stable Market. North West London @13:30 afternoon.

Shot 19> 40 sec actor walks up to sunglasses stand and tries on a selection of shades +10sec each side. >Repeat in B roll shooting here to get more natural look. >Repeat zoom in on facial expression of model. Location> Camden market, Stable Market. North West London @13:30 afternoon.

Products>Outfit 2. >Hat. >Gloves. >Scarf. >Coat.

Day 1/ Scene 20- Market.

Day 1/ Scene 21- Market.

Shot 20> Zoomed in shot for 60 sec actor eats chunk out of food +10sec each side. >Repeat in B roll shooting here to get more natural look. >Repeat zoom out so facial expression of model is revealed. Location> Camden market, Stable Market. North West London @13:30 afternoon.

Shot 21> Zoomed out shot that pans with actor as he walks for 60 sec +10sec each side. >Repeat in B roll shooting here to get more natural look.

Products>Outfit 2. >Hat. >Gloves. >Scarf. >Coat.

Products>Outfit 3. >Hat. >Gloves. >Scarf. >Coat.

Day 1/ Scene 22- Market.

Day 1/ Scene 23- Market.

Shot 22> Zoomed out shot shows actor opening a book and reading it for 60 sec +10sec each side. >Repeat zoomed in on actors face to show emotion. >Repeat zoomed in turning of pages. >Repeat in B roll shooting here to get more natural look.

Shot 23> Zoomed out shot shows actor going up to fruit stand, buying fruit then juggling with it. 60 sec +10sec each side. >Repeat zoomed in on actors face to show smiling emotion. >Repeat zoomed in on fruit and hands. >Repeat in B roll shooting here to get more natural look.

Location> Walden book shop, Camden. North West London. @15:30 afternoon.

Location> Camden Market. North West London. @16:00 afternoon.

Products>Outfit 3. >Hat. >Gloves. >Scarf. >Coat.

Location> Camden market, Stable Market. North West London @13:30 afternoon.

Products>Outfit 3. >Hat. >Gloves. >Scarf. >Coat.

shot selection Day 1/ Scene 24- Market.

Day 1/ Scene 25- Chinatown.

Shot 24> Zoomed in still shot shows actor smelling spices at spice stand. 40 sec +10sec each side. >Repeat in B roll shooting here to get more natural look.

Shot 25> Zoomed out shot follows actor walking through streets 60 sec +10sec each side. >Repeat in B roll shooting here to get more natural look.

Location> Camden Market. North West London. @16:30 afternoon.

Location> Chinatown. West End London. @18:30 afternoon.

Products>Outfit 3. >Hat. >Gloves. >Scarf. >Coat.

Day 1/ Scene 26- Chinatown.

Day 1/ Scene 27- Chinatown.

Shot 26> Zoomed out static shot focuses on actor peering through store window 60 sec +10sec each side. >Repeat in B roll shooting here to get more natural look.

Shot 27> Zoomed out static shot focuses on actor picking up ornaments in traditional Chinese store 60 sec +10sec each side. >Repeat in B roll shooting here to get more natural look. >Repeat zoomed into item in his hands. >Repeat zoomed in on his facial expression.

Location> China Town. West End London. @18:30 evening. Products>Outfit 3. >Hat. >Gloves. >Scarf. >Coat.

Location> China Town. West End London. @19:30 evening. Products>Outfit 3. >Hat. >Gloves. >Scarf. >Coat.

Day 1/ Scene 28- Streets.

Day 1/ Scene 29- Kitchen.

Shot 28> Zoomed out shot from behind follows actor as he walks through streets 60 sec +10sec each side. >Repeat in B roll shooting here to get more natural look.

Shot 29> Zoomed in static shot focus on type writer as actor slams away at keys 50sec +10sec each side. >Repeat in zoomed out.

Location> Clapham Junction streets. South West London. @20:30 evening.

Location> Clapham Junction house. South West London. @21:00 evening.

Products>Outfit 3. >Hat. >Gloves. >Scarf. >Coat.

Products>Outfit 1.

Day 1/ Scene 30- Outside house.

Day 1/ Scene 31- Outside house.

JIGSAW SPRING/SUMMER CAMPAIGN Shot 30> Zoomed out static shot focus on writer typing away through window shot 50sec +10sec each side. >Repeat in zoomed in.

Shot 32> Zoomed out static shot focus on writer typing away through window shot 50sec +10sec each side. >Repeat in zoomed in.

Location> Clapham Junction house. South West London. @21:30 evening.

Products>Outfit 1.

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