IT's

The first ‘IT’ in the campaign is to ‘See It’. This refers to customers views on faux fur.  According to a survey conducted for the purpose of this report 43.09% claimed that their view on faux fur is that it is “tacky”, “unfashionable” and “bad quality”. By customers viewing the faux furs they can realise that it can be just as high fashion and stylish as real fur. Secondly, is ‘Get It’. By ‘Seeing’ how fashionable faux fur can be they will ‘Get’ that faux fur can be ethical and still be high fashion and stylish. Thirdly, we are met with ‘Feel It’. This related to the brand slogan “For the love of animals”. By feeling the brand’s ESP (Emotional Selling Point), the customer gets to grips with the fact that animals don’t need to be hurt, mistreated of unnecessarily killed for fashion, if they don’t already believe that. Finally ‘Share It’. This ‘IT’ is about bloggers, fashion lovers and animal activists coming together to share their style and values through social media and connecting the brand with fellow Designer Duchess fans and customers weather it be to share an outfit or talk about animal rights.

The ITs are the same as the report. Not all 5 are mentioned as not all are relevant to the campaign.  Some statistics from my survey have also been added  to back up the reasoning why.