Ideas
Today we got together and discussed our ideas from yesterdays development session and put together a concept statement ready for the crit.
Things to consider:
- Why what you're doing is relevant
- Statistics & facts
- Competitors
'Buzz' Idea -
Things to consider:
- Why what you're doing is relevant
- Statistics & facts
- Competitors
'Buzz' Idea -
- Peacocking means dressing for attention. Just like Peacock's use their feathers to get a mate.
- Showing off or dressing nicely with the intent to impress and gain the attention of a member of the opposite sex. The term itself, originating at UNC School of the Arts in Winston-Salem, comes from peacocks in nature who "shake their tail feathers" to attract mates.
- Making customers aware of how much money they spend on an outfit and how it could be cheaper if shopping at Peacocks (thrifty thirty idea, and similar to company magazine's bargain to blowout feature)
- Could use real women in adverts and do competitions to get them involved such as designing a dress
Slogan Ideas
- Peacocks is back (needs suspense and mystery around the re-launch, not giving too much away so people don't make judgements without seeing the store)
Store layout Ideas
- Shops like Hollister and Abercrombie and Finch give off a different experience with their unusual stores.
Website
- Could be interactive allowing you to make an outfit
- Could create an APP (look into topshop scavenger app)
"SCVNGR is the Student Gaming app that lets you visit your favourite places, take part in fun challenges and earn points to unlock badges and rewards. Send us a picture of your favourite mannequin, or ultimate nail polish colour... describe your 'Topshop Style' in three words or create your ultimate college outfit and the rewards are yours! Get downloading to play Topshop's special SCVNGR challenges in-store and you could earn 20% discount until 5th October 2011!"
_________________________________
Concept Statement
We hope to create a well needed improvement in the advertisement of Peacocks. With the recent take-over of the company we believe it is our opportunity to create a buzz to increase brand awareness to the target audience (18-24 year old females), that are interest in low budget but good value clothing. We hope to achieve this through digital media and print based outcomes.
Crit Feedback
- Could think of a slogan
- Not seen as a 'cool' store - people need to be convinced that there are good clothes in there
- Do something to do with Daisy & Pearl Lowe collection
- Don't like the logo - looks outdated
- Decide on how to solve the problem - resolutions.
- Perhaps a campaign/opening - create a buzz & viral
- Look at the Sharpie celebrity campaign, created differentiation.
- The location is a problem
- Concept for unveiling of new store
- Look at competition such as Matalan
- Everyone thinks its for older people, need to change peoples perceptions
We spoke to Lorraine and here is her feedback:
- Seem to have a clear idea of what you're doing
- Research the psychology of shopping - shops do surveys to find out how people shop
- Find out why people do and don't go to these stores
- Do something to do with Daisy & Pearl Lowe collection
- Don't like the logo - looks outdated
- Decide on how to solve the problem - resolutions.
- Perhaps a campaign/opening - create a buzz & viral
- Look at the Sharpie celebrity campaign, created differentiation.
- The location is a problem
- Concept for unveiling of new store
- Look at competition such as Matalan
- Everyone thinks its for older people, need to change peoples perceptions
We spoke to Lorraine and here is her feedback:
- Seem to have a clear idea of what you're doing
- Research the psychology of shopping - shops do surveys to find out how people shop
- Find out why people do and don't go to these stores
Action Plan
- Get primary research by doing a survey
- Find out about the psychology of shopping
- Research of successful shops
- Continue with tasks we have already set
