New Logo
Shapes and clippings of images
Images in the background faded (reduced opacity)
Grey Scale graphs
Branding
These are all examples of things discussed in previous posts necessary for the report in terms of design
Wednesday, 9 April 2014
Inside
I love the slightly faded pieces of imagery . I would use these as parts of my background using promotional images. However I wouldn't use colour because as stated before , its mainly black and white.
This image backs up my previous comment of wanting images but don't want them to be the forefront of the report. This is one example on a way I could do it.
Cover Page Designs
All these are different variations of a same design playing with borders, logo, spacing and layout.
The final one looks like the following:
I chose this as the final image because it accurately represents the street style , the new logo and has an iconic british phone box in shot which makes the viewer instinctively know its British.
As you can see the new logo is on the last few designs including the final design. This is the same logo as on the packaging.
Layout and Design Inspiration
Here is an excising promotional image:
The cover must shadow this style .
I love the shape of this book. Its more visually appealing and interesting than a norm A4/A5. However in terms on printing it could be difficult to find someone who can do it.
I like the mix of fonts and colour however for DD It could look a little messy and too quirky for the classic image I'm trying to pull though.
I really like the big white spaces on the pages. Its very reminiscent of artistic fashion publications and fashion photo books. this is something I would like to use to inspire my book.
Although the book itself is mean to be creative I would like to keep the report very business like to maintain the classic, serious side of designer duchess and let the promotion speak for its edginess and street style. Therefore layout and presentation will be basic . One thing I will use a lot is branding. As people reading the report most likely will be new to designer duchess its important to subliminally put the brand across as well as its content.
Design and Layout.
Up to date any graphs have been done in black and white. Based on Designer Duchess previous promotion, which isn't much, they use a lot of black and white. Their look book is 60% black and white and their original website and logo is also. From the start I knew I wanted something simple, black and white. To be chic and classic as the name suggests, Designer Duchess. I thought id let the garments and new promotional images speak for the edgy street style side of the brand.
At first I played around with fonts to create this mix of classiness and street style however after feed back I realised it was too much and cheapened the look instead of making it look edgy and classic.
Here are some examples:
At first I played around with fonts to create this mix of classiness and street style however after feed back I realised it was too much and cheapened the look instead of making it look edgy and classic.
Here are some examples:
I also originally wanted to do a staple bound book like a booklet in the style of the current DD look book however I knew that I would need more than 10 pages due to the writing therefore that style was no longer an option as no printer could cater for that type of creation. So I decided to settle for a book. This would give the brand the sophisticated serious edge it needs.
Future Developments
Should the campaign be followed to plan the brand will increase its UK presence and meet the
above aims in the objective to increase sales. The campaign created has been mindfully molded
to fit the brands objectives, requirements and needs as well as keeping in mind their low budget all
on a set time scale of 22 weeks.
Future developments for the brand include but are not limited to creating a fashion forward line. Should the limited edition collection be successful the brand could create a seasonal range to
run alongside its more classic range appealing to a larger target market and could expand into a trusted and highly thought of brand in the minds of the consumers in the UK market. The brand could get more involved in events such as fashion week and sponsor animal friendly charities and events. This will raise their profile not only as a faux fur specialist but as an animal friendly brand therefore appealing to all 3 target customers. A celebrity endorsement could also be a likely option to raise profile. This could involve an animal rights involved celebrity or a blogger depending on the target customer changes that may happen as the brand grows
Future developments for the brand include but are not limited to creating a fashion forward line. Should the limited edition collection be successful the brand could create a seasonal range to
run alongside its more classic range appealing to a larger target market and could expand into a trusted and highly thought of brand in the minds of the consumers in the UK market. The brand could get more involved in events such as fashion week and sponsor animal friendly charities and events. This will raise their profile not only as a faux fur specialist but as an animal friendly brand therefore appealing to all 3 target customers. A celebrity endorsement could also be a likely option to raise profile. This could involve an animal rights involved celebrity or a blogger depending on the target customer changes that may happen as the brand grows
6 P's - Persuasion
The promotion selected will achieve 2 key things. The first is to create and establish a specialist
role. The campaign shall establish Designer Duchess as the faux fur specialist. Studies have
shown that for a specialist item, or a crafted item, consumers trust a specialist brand rather than
a brand that has a large product range. The second is to create a stable brand image. This will
increase the trustworthiness of the brand and give them an image that people will recognise and
give the brand a stable identity. Both aims will increase sales.
The campaign will establish the brand not only as a specialist but modern, fashionable and up to
date brand.
of the brands customers differently.
The “kind to animals” brand value will appeal to all, however will appeal mostly to the secondary target customer ‘Morgan’. As an earth loving vegetarian the fact that the brand strongly supports animal welfare and collaborates with PETA will interest Morgan.
The quality of the garments will appeal equally to all three customers. They are paying a mid-high price point for a specialist item and therefore appreciate its quality.
The newer trend and style side of the brand such as the style blog and the new promotional material with an edgy style will be more of interest to the brands core customer ‘Lucy’ and their tertiary customer ‘Louise’. Both are interested in fashion and style and like to keep up to date with new trends and styles. This new side of the brand introduced via the campaign will target these two
customers.
of the brands customers differently.
The “kind to animals” brand value will appeal to all, however will appeal mostly to the secondary target customer ‘Morgan’. As an earth loving vegetarian the fact that the brand strongly supports animal welfare and collaborates with PETA will interest Morgan.
The quality of the garments will appeal equally to all three customers. They are paying a mid-high price point for a specialist item and therefore appreciate its quality.
The newer trend and style side of the brand such as the style blog and the new promotional material with an edgy style will be more of interest to the brands core customer ‘Lucy’ and their tertiary customer ‘Louise’. Both are interested in fashion and style and like to keep up to date with new trends and styles. This new side of the brand introduced via the campaign will target these two
customers.
6 P's - People
There will be 2 types of staff that deal directly with customers.
The first is the employee in charge of social media. Their job is not only to promote brand activity in an exciting and engaging way but many customers will seek support and will want questions answered and will direct them at the brands social media. It is the employees job to be able to answer these queries with a kind and sympathetic manner as well as with specialist knowledge. Said knowledge will be achieved in training. They will also receive a manual in case they need to refresh their knowledge or to make sure they don’t feel lost at any point to give them the confidence they need.
The second is the staff at the pop up shops. They must smile and be polite with customers as well as engage in interesting conversations with the customers. Both employees are seen as the living embodiment of the brand image and must take this seriously. They must be exciting , energetic and fun individuals who possess impeccable customer servic
e skills and will go above and beyond to give that service. The pop up staff will not be pushy with sales. Instead they will act like friends and make conversation, even if it has nothing to do with the coats. This will make customers warm to the new brand and make them trust. They will greet customers at the door of the popup shop, they will cash handle at the till and they will stop people in the street to chat and give them flyers announcing the limited edition range of three coats. They will also be responsible for making sure refreshments and champagne are available for bloggers and press on the first day of each event
The staff will be in Designer Duchess faux Leather leggings in a colour of their choice with a sweatshirt or top of their choice and if its cold one of the coats . All of their choice from Designer Duchess. This will also serve as promotion for the brand.
In addition to the customer facing staff, there will be an employee in charge of the blogger out- reach programme who will be at the pop up events on the first day where the press and bloggers will be. The employee will liaise with bloggers and press and manage the programme as well as responsible for sending the press packs. She will collaborate with the social media employee to update the blog/style section on the website.
For graphics and visuals such as the fashion film and images for the campaign and the style section designer duchess will hire a fashion photographer who’s style is appropriate for the brand. This will help the promotion correlate and have the same style for the campaign.
Finally, a website/graphics designer will be commissioned to create the website moderations and set up the news letter, etc.
The first is the employee in charge of social media. Their job is not only to promote brand activity in an exciting and engaging way but many customers will seek support and will want questions answered and will direct them at the brands social media. It is the employees job to be able to answer these queries with a kind and sympathetic manner as well as with specialist knowledge. Said knowledge will be achieved in training. They will also receive a manual in case they need to refresh their knowledge or to make sure they don’t feel lost at any point to give them the confidence they need.
The second is the staff at the pop up shops. They must smile and be polite with customers as well as engage in interesting conversations with the customers. Both employees are seen as the living embodiment of the brand image and must take this seriously. They must be exciting , energetic and fun individuals who possess impeccable customer servic
e skills and will go above and beyond to give that service. The pop up staff will not be pushy with sales. Instead they will act like friends and make conversation, even if it has nothing to do with the coats. This will make customers warm to the new brand and make them trust. They will greet customers at the door of the popup shop, they will cash handle at the till and they will stop people in the street to chat and give them flyers announcing the limited edition range of three coats. They will also be responsible for making sure refreshments and champagne are available for bloggers and press on the first day of each event
The staff will be in Designer Duchess faux Leather leggings in a colour of their choice with a sweatshirt or top of their choice and if its cold one of the coats . All of their choice from Designer Duchess. This will also serve as promotion for the brand.
In addition to the customer facing staff, there will be an employee in charge of the blogger out- reach programme who will be at the pop up events on the first day where the press and bloggers will be. The employee will liaise with bloggers and press and manage the programme as well as responsible for sending the press packs. She will collaborate with the social media employee to update the blog/style section on the website.
For graphics and visuals such as the fashion film and images for the campaign and the style section designer duchess will hire a fashion photographer who’s style is appropriate for the brand. This will help the promotion correlate and have the same style for the campaign.
Finally, a website/graphics designer will be commissioned to create the website moderations and set up the news letter, etc.
Methods to measure success
Social media marketing will be measured by the increase in customer
interaction and likes. On facebook this can be measured via a metrics
interaction and likes. On facebook this can be measured via a metrics
system on the site. Twitter can be monitored by tweetdeck and
Instagram can be monitored by Statigram . By calculating the growth rate
pre campaign and post campaign the successfulness of the campaign can
be measured.
The pop up shops need to be measured in terms of sales and exposure. This means that the brand awareness aim if met, will mean that customers, press and bloggers will post on social media about the event and the brand. If they do, a buzzword search will find this. Secondly the increase of sales. Both from the event itself and the website.
If people have been interested in the flyers advertising the limited edition range the consumer will go online to have a look. The sudden increase in traffic can be measured to establish the success rate of awareness of the limited edition.
The blogger outreach programme will measure its success by monitoring what the bloggers post (effectively raising brand awareness) and monitoring any increase in website traffic.
The fashion film on Youtube Ads will be measures via Google analytics. This will allow the brand to monitor the click through rate ( to the website) and the website traffic will increase.
The newsletter can be measured by email monitoring. This will tell the brand how many people opened and viewed the email and the click through rate to the website.
Finally, Editorials can be measured in sales increase from the date of publish until approximately a month.
The pop up shops need to be measured in terms of sales and exposure. This means that the brand awareness aim if met, will mean that customers, press and bloggers will post on social media about the event and the brand. If they do, a buzzword search will find this. Secondly the increase of sales. Both from the event itself and the website.
If people have been interested in the flyers advertising the limited edition range the consumer will go online to have a look. The sudden increase in traffic can be measured to establish the success rate of awareness of the limited edition.
The blogger outreach programme will measure its success by monitoring what the bloggers post (effectively raising brand awareness) and monitoring any increase in website traffic.
The fashion film on Youtube Ads will be measures via Google analytics. This will allow the brand to monitor the click through rate ( to the website) and the website traffic will increase.
The newsletter can be measured by email monitoring. This will tell the brand how many people opened and viewed the email and the click through rate to the website.
Finally, Editorials can be measured in sales increase from the date of publish until approximately a month.
Costings ( Approximations)
The first costing is TrueView Youtube ads. These are difficult to be exact as it works on a bidding
system. According to the information site “If you want to generate traffic to your website,
focusing on clicks could be ideal for you. Cost-per-click (CPC) bidding -- manual or automatic --.
may be right for your campaign”. For example if 100 people see the advertisement but only 3 click.
You only pay for the 3 clicks. If the brand’s maximum bid is 25p, keeping in mind that its often less, and we play it to 100 people per day with a 25% success rate. This is £6.25 per day. This, over 17 weeks the ad will be showing out of the total 22 week campaign, will cost the total of £2975.
Next are the flyers. According to a quote given by printed.com for 2000 flyers to give out at the
19.
pop up events it will cost the brand £245.9. The champagne and refreshments available on the
first day of each pop up for press and bloggers will approximately be £150. This multiplied by the 5 press events equivalents to £750. The Events staff will also have to be paid. There will be 3 customer service staff per event. Each event is 3 days long. The total number of weekends the pop up shops will be on for is 12. 12 multiplied by 3 is 36 and 36 times by £7 per hour equals £252. This multiplied by 3 equals the total payment for customer service staff being £756.
The cost of the blogger outreach programme, based on wholesale price, will cost approximate-
ly £1300. This is calculated by the amount of bloggers/celebrities that will be sent garments: 20, times the average price of the coat selection that will be sent: £60.
The cost per press pack will be about £40 per pack. This is expensive as very few are being made therefore manufacturing costs are higher. The reason they are so expensive are because of the three soft toys inside that have been custom made for the press packs.
A web/Graphic designer will be needed to modify the website, create the countdown and set up the newsletter and flyer designs. The same designer will be used to ensure that the designs and overall look of these pieces of the promotion match. According to a graphic designer survey posted
system. According to the information site “If you want to generate traffic to your website,
focusing on clicks could be ideal for you. Cost-per-click (CPC) bidding -- manual or automatic --.
may be right for your campaign”. For example if 100 people see the advertisement but only 3 click.
You only pay for the 3 clicks. If the brand’s maximum bid is 25p, keeping in mind that its often less, and we play it to 100 people per day with a 25% success rate. This is £6.25 per day. This, over 17 weeks the ad will be showing out of the total 22 week campaign, will cost the total of £2975.
Next are the flyers. According to a quote given by printed.com for 2000 flyers to give out at the
19.
pop up events it will cost the brand £245.9. The champagne and refreshments available on the
first day of each pop up for press and bloggers will approximately be £150. This multiplied by the 5 press events equivalents to £750. The Events staff will also have to be paid. There will be 3 customer service staff per event. Each event is 3 days long. The total number of weekends the pop up shops will be on for is 12. 12 multiplied by 3 is 36 and 36 times by £7 per hour equals £252. This multiplied by 3 equals the total payment for customer service staff being £756.
The cost of the blogger outreach programme, based on wholesale price, will cost approximate-
ly £1300. This is calculated by the amount of bloggers/celebrities that will be sent garments: 20, times the average price of the coat selection that will be sent: £60.
The cost per press pack will be about £40 per pack. This is expensive as very few are being made therefore manufacturing costs are higher. The reason they are so expensive are because of the three soft toys inside that have been custom made for the press packs.
A web/Graphic designer will be needed to modify the website, create the countdown and set up the newsletter and flyer designs. The same designer will be used to ensure that the designs and overall look of these pieces of the promotion match. According to a graphic designer survey posted
on a forum the average price per hour (PPH) is £21-£30. However The results showed that it could
be anywhere between £10-+50 . An approximate cost for the brand can be the average price, £25,
times an approximate amount of hours it would take to design and create the promotion,6, equals
£150.
For the visual promotion such as the fashion film and promotional images the same photographer/ videographer would shoot them both to again create image consistency. Both the filming and pho- to shoots could be done in 2 full days of filming. Based on quotes received from actual photographers and videographers the brand can expect to pay £200 per day plus £200 per day for the model. As it is an outdoor shoot no studio or props besides the brands own garments need to be used. They will however need a makeup/hair artist. Rates vary however the average is £150 per day.
For the visual promotion such as the fashion film and promotional images the same photographer/ videographer would shoot them both to again create image consistency. Both the filming and pho- to shoots could be done in 2 full days of filming. Based on quotes received from actual photographers and videographers the brand can expect to pay £200 per day plus £200 per day for the model. As it is an outdoor shoot no studio or props besides the brands own garments need to be used. They will however need a makeup/hair artist. Rates vary however the average is £150 per day.
Campaign
The press pack will be a branded box with
3 key items inside. The first is a branded
CD with a series of promotional images.
This is for potential Editorials or features
from magazines. The second is a series
of promotional images and fabric samples
in the style of a swatch ring. The worded
press release and brand background will
also be on this. This plays on the range
of furs and colours the brand offers. The
third will be three soft toy animals in the
style of the 3 limited edition coats. This
will keep them interested and curious in
the brand. It will give enough away yet still
create a hype. These will be sent to
magazines such as Vogue, Look, Grazia,
Cosmopolitan and Company Magazine.
These are magazines that all three of the
brands target markets are likely to read.
There will not be a launch party. This is
due to the low promotional budget. Local
press and bloggers will however be invited
to the pop up shop in each location on the
first day. This will create publicity of the
next locations and help create a hype. It
will also give the bloggers and
fashion icons a chance to fully appreciate the quality of the clothes. There will be a press and blogger section with sofas and champagne and food at each event location on the first day.
At the pop up shops there will be an open window display with the whole shop being see through as if made of glass. A projector will flash the designer duchess logo on nearby buildings and streets next to the pop up shop. There will also be flyers given out announcing the brand’s limited edition set of 3 coats.
fashion icons a chance to fully appreciate the quality of the clothes. There will be a press and blogger section with sofas and champagne and food at each event location on the first day.
At the pop up shops there will be an open window display with the whole shop being see through as if made of glass. A projector will flash the designer duchess logo on nearby buildings and streets next to the pop up shop. There will also be flyers given out announcing the brand’s limited edition set of 3 coats.
Timeline - Campaign - Media Plan
The campaign and media plans are made to go along side each other. This communicates it effectively and gives more space to be able to read it properly. this 22 week campaign clearly states whats happening and when and how much each thing will cost (approximately)
6 P's - Promotion - What and why?
Social media:
The Graph, courtesy of Mintel, shows that 47% of internet users above the age of 16 check
Facebook at least once a day and 15% use twitter. Using Social Media Marketing (SMM) is a cost
effective way to reach all three of the target customers as well as other potential customers.
For this reason SMM will be the main focus of the promotion.
The same report also claims that “16-24s tend to use Facebook to look up discounts or information on clothing sales, highlighting the use of promotions to engage these squeezed young consumers.”
(MINTEL)
For this reason SMM will be the main focus of the promotion.
The same report also claims that “16-24s tend to use Facebook to look up discounts or information on clothing sales, highlighting the use of promotions to engage these squeezed young consumers.”
A share and like competition will take place on Facebook. Facebook is the social media that is
most used and most updated and checked by internet users. By sharing a promotional image from
the Designer Duchess facebook page and clicking like on the image customers.
Social Media will also be used to advertise the sign up competition. By signging up to the newsletter the customer is entered into a competition to win one of the limited edition coats.
PETA:
Such celebrities include Lucy Watson. Avid fashion icon and PETA ambassador. After sending the
celebrity the coat they will then wear it and be seen in the media in the coat as well as uploading
images of themselves in the coat to their social media and blogs.
Social Media will also be used to advertise the sign up competition. By signging up to the newsletter the customer is entered into a competition to win one of the limited edition coats.
Pop up shop:
At these events flyers will be handed out advertising limited edition set of 3 coats.
All three target customers live in or near big cities. For this reason the pop up shops will be in
major UK cities. Starting from the top in Edinburgh and making their way down south by stopping
at Leeds, Manchester, Birmingham and finishing in London. In these cities the pop up shop will be
in the centre of the city. This ensures that the promotion is reaching an optimal level of reach to not
only the brands target customers but to others as well. Customers from larger cities tend to have a
larger disposable income and therefore sales will be more likely than in small cities. In these pop
up shops there will be a limited amount of stock due to mobility. The pop up shop will feature the
best sellers in the original collection for autumn/winter 2014. The pop up shop itself will be
minimalist, stylish and modern. Using the visual merchandising concept of an open window
display. This means that the passer by can see into the shop from the outside.
With this concept in mind, a box store will be created from clear see through material such as plastic or glass. The coats will be hung in black and white frames facing the public from the inside and a projector will rotate around the area with the brand logo. This will achieve 3 things. The first to catch the customers attention with the projector. The second to make them look into the shop automatically seeing the products and the third to be seen not just by the brands’ 3 main customers but everyone, meaning a optimum level of brand awareness and reach. Setting up the pop up shops on a weekend guarantees maximum coverage in terms of consumers and pedestrians.
With this concept in mind, a box store will be created from clear see through material such as plastic or glass. The coats will be hung in black and white frames facing the public from the inside and a projector will rotate around the area with the brand logo. This will achieve 3 things. The first to catch the customers attention with the projector. The second to make them look into the shop automatically seeing the products and the third to be seen not just by the brands’ 3 main customers but everyone, meaning a optimum level of brand awareness and reach. Setting up the pop up shops on a weekend guarantees maximum coverage in terms of consumers and pedestrians.
Blogger outreach:
Garments from the original collection will be sent to UK celebrities and bloggers with a high profile. Celebrities associated with PETA will also be sent garments. The aim of this is for the celebrities to wear the coats and be photographed in the coat. Then they can either post about it on the blog of appear in style magazines wearing the coats. This is a proven method for cost effective promotion as we see in the case of the Duchess of Cambridge, Kate Middleton. She wore the Jenny Packham polka dot dress to introduce her son George to the world. According to the Huffington press online “The Kate Effect” which has seen anything Duchess Kate wears in public turning to fashion gold happens rather frequently” and “To our dismay, the dress was made exclusively for the Duchess of Cambridge, but that didn't stop Packham's online retail store to crash anyway.”
Garments from the original collection will be sent to UK celebrities and bloggers with a high profile. Celebrities associated with PETA will also be sent garments. The aim of this is for the celebrities to wear the coats and be photographed in the coat. Then they can either post about it on the blog of appear in style magazines wearing the coats. This is a proven method for cost effective promotion as we see in the case of the Duchess of Cambridge, Kate Middleton. She wore the Jenny Packham polka dot dress to introduce her son George to the world. According to the Huffington press online “The Kate Effect” which has seen anything Duchess Kate wears in public turning to fashion gold happens rather frequently” and “To our dismay, the dress was made exclusively for the Duchess of Cambridge, but that didn't stop Packham's online retail store to crash anyway.”
PETA:
Such celebrities include Lucy Watson. Avid fashion icon and PETA ambassador. After sending the
Website Moderations:
The website moderations will be minor. The navigation of the site will remain the same. However
the promotional images will be changed. The layout and design is simple and classic and
represents that face of the brand well. The website logo however will be modified to match the
one on the existing packaging. The current promotional images neither represent the street style
vibe of the brand or its classic side. The promotion is conflicting with their brand image. The new
promotional images will take their place and reflect the “Parisian street style” the brand mentions
in their press pack. The current layout of the page consists of 4 images per row of images. There
will now be 3 images. This way the images can be made larger and the quality, one of the unique
selling points of the product, can be appreciated more effectively.
Under the heading collections is where the limited collection of 3 will be. Before the release of the capsule collection there will be a countdown on that page and on the main site to promote it and create hype. This will also be advertised on social media.
Lastly, a whole new section will be added to the site. This is the blog section. The blog will include celebrity style, celebrities spotted in faux fur outfits, especially Designer Duchess garments, and will document activity going on both for Designer Duchess as a company such as the UK tour and activity in the fashion industry on a whole such as fashion week. This will aid the brands’ reputation as a fashion savvy brand.
Under the heading collections is where the limited collection of 3 will be. Before the release of the capsule collection there will be a countdown on that page and on the main site to promote it and create hype. This will also be advertised on social media.
Lastly, a whole new section will be added to the site. This is the blog section. The blog will include celebrity style, celebrities spotted in faux fur outfits, especially Designer Duchess garments, and will document activity going on both for Designer Duchess as a company such as the UK tour and activity in the fashion industry on a whole such as fashion week. This will aid the brands’ reputation as a fashion savvy brand.
This was my original design but after speaking to my lecturers they made me realise that it would be better with the original font as the one I picked instead of looking lik street style cheapened the website and the images are too small so I should put 3 on a line and make them larger. The logo suggestions where also made at this point.
Final Designs:
Fashion film:
A fashion film will be created. This type of film will be made instead of a fashion advertisement.
Fashion film style promotion are increasingly common. Especially with higher level brands. Film
however has been a big part of fashion promotion in the recent years and brands have opted for
Youtube channels to show and share videos on social media. A good example of this is Burberry.
The brand films everything they do from behind the scenes footage, to the filming of the runways
in a documentary style and their fashion film style advertisements.
The film will be based on street style. It will be edgy and artistic. This will portray the brand in a creatively respected light and prove to the consumer that the brand is up to date with fashion, visuals and on trend.
The film will be shown in three places. The first on the website. It will be on the first page of the website and will automatically start to play. The sound will be muted however if the customer decides to they can turn it on. This is to not disturb customers. If the customers are put off by the sound of the video when going on the site they may close it down and the brand would lose a customer.
The second place it will be on social media. It will be posted and promoted on Twitter, Instagram and Facebook.
Thirdly, the film will appear on Youtube to a specific target customer
Youtube Ad:
The film will be based on street style. It will be edgy and artistic. This will portray the brand in a creatively respected light and prove to the consumer that the brand is up to date with fashion, visuals and on trend.
The film will be shown in three places. The first on the website. It will be on the first page of the website and will automatically start to play. The sound will be muted however if the customer decides to they can turn it on. This is to not disturb customers. If the customers are put off by the sound of the video when going on the site they may close it down and the brand would lose a customer.
The second place it will be on social media. It will be posted and promoted on Twitter, Instagram and Facebook.
Thirdly, the film will appear on Youtube to a specific target customer
Youtube Ad:
In recent years Youtube have started playing adverts at the beginning of most videos. These
advertisements come in 3 forms. In-steam, In-search and In-display Ads. The type that has been
chosen for this campaign is In-stream. In-stream ads are the advertisements at the beginning of
the ad which the viewer can skip after 5 seconds. This type of promotion is idea for the following 4
reasons.
1. The brand only pays if the viewer watched the advert. If they skip it the brand doesn’t pay for the advertisement. This is cost effective for the brand as the overall promotion budget is relatively minimal.
2. The true view ads will only play to relevant customers. Ads can be shown based on the brands target market. For example, Designer Duchess’ core and tertiary target market loves fashion. Therefore the video will only play to viewers who have a history of online shopping of blogging. Another example is to select the criteria : “Female ages 18-35 who lives in London”.
primary and tertiary customer are frequent mobile users.
4.Youtube has an analytics which will help the brand monitor the audience and understand who is watching the ads and how they are interacting with them.
1. The brand only pays if the viewer watched the advert. If they skip it the brand doesn’t pay for the advertisement. This is cost effective for the brand as the overall promotion budget is relatively minimal.
2. The true view ads will only play to relevant customers. Ads can be shown based on the brands target market. For example, Designer Duchess’ core and tertiary target market loves fashion. Therefore the video will only play to viewers who have a history of online shopping of blogging. Another example is to select the criteria : “Female ages 18-35 who lives in London”.
primary and tertiary customer are frequent mobile users.
4.Youtube has an analytics which will help the brand monitor the audience and understand who is watching the ads and how they are interacting with them.
News letter sign up
There will be a sign up competition advertised on social media. Everyone who signs up to the
news letter on the website is in for the chance to win one of the limited edition coats before they
are released. By being advertised on social media this will divert traffic to the website and
encourage browsing and sales. By signing up Designer Duchess will then send emails about
promotional offers, sales, codes and style sections. This will maintain a relationship with the
customers as well as create attention around the brand to keep consumers interested.
Press Pack:
From the press pack, one thing that will come is advertorials. Having been sent to the magazines previously mentioned, if they like the product or brand concept then they will be likely to do an Editorial. This is more cost effective than an editorial due to the brand’s low budget. The brand would also send samples for photo shoots or further promotional images on request.
The communication objectives with the chosen promotion described, are to raise awareness of the brand, as its current UK awareness is minimal and establish Designer Duchess as the faux fur specialist.
Social media marketing ( SMM) is at the forefront of the campaign. This is to ensure optimum reach of all three target markets as well as being proven to be effective, it is cost effective. Considering the low promotional budget available, SMM is the best option.
A through the line (TTL) campaign has been developed to ensure optimal exposure and to fulfil the campaign aims of brand awareness, brand image consistency, and sales mentioned previously. The low promotional budget means that promotional activity is limited. Therefore, all promotion selected has been meticulously crafted to fit around the brands needs and budget.
The packaging for the product remains the same as the existing packaging. A white Designer Duchess box, when opened the customer is met with their garment in a voile material clothing bag which is tied. Much like a suit would have its own suit bag. It would come with a beaded hanger which the brand currently use both for sale garments as well as in showrooms.
Lying on the garment will be a silver Designer Duchess comb. This is an existing packaging accessory. This is so the customer can comb the fur coat to ensure it looks pristine at all times, especially after being packaged and transported from the manufacturers. The only new addition to the packaging will be the PETA card.
PETA, the People for the Ethical Treatment of Animals Foundation, “is a UK-based charity
dedicated to establishing and protecting the rights of all animals”. The collaboration with PETA will
be minimal. The reasoning behind this is because animal rights is not the main focus of the campaign. However the minor collaboration with PETA targets our secondary customer who is a strong supporter of animal rights and adds to the brand.
Press Pack:
From the press pack, one thing that will come is advertorials. Having been sent to the magazines previously mentioned, if they like the product or brand concept then they will be likely to do an Editorial. This is more cost effective than an editorial due to the brand’s low budget. The brand would also send samples for photo shoots or further promotional images on request.
The communication objectives with the chosen promotion described, are to raise awareness of the brand, as its current UK awareness is minimal and establish Designer Duchess as the faux fur specialist.
Social media marketing ( SMM) is at the forefront of the campaign. This is to ensure optimum reach of all three target markets as well as being proven to be effective, it is cost effective. Considering the low promotional budget available, SMM is the best option.
A through the line (TTL) campaign has been developed to ensure optimal exposure and to fulfil the campaign aims of brand awareness, brand image consistency, and sales mentioned previously. The low promotional budget means that promotional activity is limited. Therefore, all promotion selected has been meticulously crafted to fit around the brands needs and budget.
The packaging for the product remains the same as the existing packaging. A white Designer Duchess box, when opened the customer is met with their garment in a voile material clothing bag which is tied. Much like a suit would have its own suit bag. It would come with a beaded hanger which the brand currently use both for sale garments as well as in showrooms.
Lying on the garment will be a silver Designer Duchess comb. This is an existing packaging accessory. This is so the customer can comb the fur coat to ensure it looks pristine at all times, especially after being packaged and transported from the manufacturers. The only new addition to the packaging will be the PETA card.
PETA, the People for the Ethical Treatment of Animals Foundation, “is a UK-based charity
dedicated to establishing and protecting the rights of all animals”. The collaboration with PETA will
be minimal. The reasoning behind this is because animal rights is not the main focus of the campaign. However the minor collaboration with PETA targets our secondary customer who is a strong supporter of animal rights and adds to the brand.
6 P's - Promotion
The Promotion that will be carried out:
-
Social Media Marketing
(SMM)
-Like and Share Competition
-
Pop-up shops in Key
metropolitan cities.
-Flyers announcing limited
edition set of 3 coats.
-
Blogger Outreach Program
-
PETA collaboration
-
Website Moderations
- Blog/style Section
-
Fashion film
-
Trueview youtube
advertisements
-
Newsletter Sign up.
-
Press pack
-
Editorials
-
Launch Party
Taking into consideration the fairly wide age gap
between the key customers and the low budget the
brand possesses, limits the options in terms of
promotion. The campaign will adopt a through the line
promotion strategy.
One thing all three of our target customers have in common is that they use social media. Some more than others and more frequently, however they all use it. With this in mind social media marketing (SMM) would be ideal both in terms of reach and cost. The blogger outreach will also be documented via social media which will tie up with the brands SMM.
The location to which to put up the pop – up shops is also crucial. Big cities will not only reach our target market but also a secondary market. It will also
increase outreach and awareness of the brand.
One thing all three of our target customers have in common is that they use social media. Some more than others and more frequently, however they all use it. With this in mind social media marketing (SMM) would be ideal both in terms of reach and cost. The blogger outreach will also be documented via social media which will tie up with the brands SMM.
The location to which to put up the pop – up shops is also crucial. Big cities will not only reach our target market but also a secondary market. It will also
increase outreach and awareness of the brand.
6 P's - Place
The place where Designer Duchess is available
for UK customers is online. Designer Duchess is
already stocked in boutiques across the country
but on a small level. In these boutiques there are
limited sizes and a limited
variety of garments. Online will stock not only an array of sizes but all the styles that the brand has. Certain styles from the original collection will be available on the UK Designer Duchess tour ofthe country in pop up stores. But this only lasts
a month and due to mobility factors there will be limited stock.
Although this campaign is aimed at the UK, products bought online can be shipped globally. Shipping costs vary.
Designer Duchess being a young brand is still trying to find its place and doesn’t have a large budget. Therefore it is available primary online as it is cost effective and available on a wide scale in terms of consumer outreach.
The reason Edinburgh, Leeds, Manchester, Birmingham and London have been picked as locations for the pop-up tour is because these metropolitan cities have the highest concentration of all three of our target markets. By setting the pop up shops in the centre of these metropolitan cities, and on a weekend, it ensures maximum consumer reach, and therefore offers the brand the exposure it needs to increase brand awareness in the UK.
variety of garments. Online will stock not only an array of sizes but all the styles that the brand has. Certain styles from the original collection will be available on the UK Designer Duchess tour ofthe country in pop up stores. But this only lasts
a month and due to mobility factors there will be limited stock.
Although this campaign is aimed at the UK, products bought online can be shipped globally. Shipping costs vary.
Designer Duchess being a young brand is still trying to find its place and doesn’t have a large budget. Therefore it is available primary online as it is cost effective and available on a wide scale in terms of consumer outreach.
The reason Edinburgh, Leeds, Manchester, Birmingham and London have been picked as locations for the pop-up tour is because these metropolitan cities have the highest concentration of all three of our target markets. By setting the pop up shops in the centre of these metropolitan cities, and on a weekend, it ensures maximum consumer reach, and therefore offers the brand the exposure it needs to increase brand awareness in the UK.
6 P's - Price
The Price point will remain in the same bracket as the current products. All products have a 2.8
markup from wholesale price. The cheapest faux fur product is their Amanda half hat. The
wholesale price for this accessory is £15 and the Recommended Retail Price (RRP) is £42. The
cheapest coat is the hooded vest that wholesales at £52 and RRP £145.60. The most expensive is
the Alaska Long Coat that wholesales at £98 and RRP £274. All other coats fall between this price
bracket.
The limited edition coats will have a slightly elevated price point to the maximum of the normal coats. This is for two reasons. The first is the manufacturing. Buying the furs for just one coat style means that less will be bought and it will be more expensive than when bought in bulk for the other coats. The design of the coats mean that coats like the Idaho which will have leather panels on
the front make the manufacturing more difficult and therefore more expensive. Secondly, these are limited edition and exclusive coats and the price needs to reflect that. Both the Chelsea and the Edinburgh will wholesale at £100 and will retail at £275 and the Derby due to the mix of materials will wholesale at £125 and retail at £300. A low price point doesn’t say that the garment is exclusive, it says that it’s cheap and easily accessible. The same point can be made in relation to quality. A low price point suggests a low quality garment and the aim of the campaign is to show that the brand are the specialist that supply the best faux fur possible.
The limited edition coats will have a slightly elevated price point to the maximum of the normal coats. This is for two reasons. The first is the manufacturing. Buying the furs for just one coat style means that less will be bought and it will be more expensive than when bought in bulk for the other coats. The design of the coats mean that coats like the Idaho which will have leather panels on
the front make the manufacturing more difficult and therefore more expensive. Secondly, these are limited edition and exclusive coats and the price needs to reflect that. Both the Chelsea and the Edinburgh will wholesale at £100 and will retail at £275 and the Derby due to the mix of materials will wholesale at £125 and retail at £300. A low price point doesn’t say that the garment is exclusive, it says that it’s cheap and easily accessible. The same point can be made in relation to quality. A low price point suggests a low quality garment and the aim of the campaign is to show that the brand are the specialist that supply the best faux fur possible.
Limited edition designs
I will base the limited edition collection of 3 on key silhouettes, shapes and colours for a/w 14 based on trend site WGSN.
This coat will be similar. The same key silhouette, black and white long fur, however it will be very black and very white. The strong contrast of the colours will make it a statement piece.
This style has inspired a mixed piece with both faux fur and faux leather . As colours are also very in it will be mixed bright colours to make it younger and funner which is the aim of the limited collection.
The teddy bear fur will be a more caramel tone than the ones above but the key silhouette of the gillet will stay the same.
Designs:
Here are the final designs described as above. I decided to give them names of key UK cities. The original designer duchess collection has names of key US cities and states so for a collection based on the UK it made sense to give them British names. I choose Edinburgh as its a famous UK historical city. I chose the Derby as the Uk has a long tradition of horse racing and thats the most known one and I Chose the chelsea because of its wealthy and glamorous image. All 3 prestigious to fit with the brand yet still trendy and suitable for a younger market as well as an older one.
The back neck label is the same as currently:
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