Initial Ideas & Tasks
- Take photos of labels and bags we have
- Ideas for high quality packaging with laser cut labels
- Overhall brand with new website
- Make sure all stores have same logo
- Look into environmentally friendly design
- Look into promotional story ideas featured in magazines - still read them even though they're adverts
- Research Pearl Lowe range
- Look at the clothes available in Peacocks
- Can we change the logo?
We were a bit worried about whether to carry on with this brief or not, as Peacocks has been bought out of administration by Edinburgh Woollen Mill, and as a result many stores are closing and also the website is not currently active. After speaking to John, he thinks its still a good idea to carry on with the brief. It proves an advertising campaign like the one we will create is needed!
Un-picking brief
Last week we had to think about what the brief was really asking us to do and re-write the brief so that it was a lot more specific.
This week we have to take the brief apart on our own. Tomorrow we will re-write the concept statement and then get feedback on it. Here are my notes from the session:
For the brainstorming, we need to focus on these areas:
Content/Subject | Media/Distribution | Audience/Context | Product/Deliverables
Things to consider:
- Are you being asked to do something or are you choosing to do it?
- What is possible?
- Define what is given (research, content)
- Define what you need to provide
- Research all areas, blast ideas, raise questions
- When making choices - WHY? Is it because you like it or because its relevant?
- How do you go beyond the obvious?
- What does the brief specify?
- Is your solution appropriate?
- What extra ideas can you bring to the brief they've not specified?
- What could it be if budget & time was no option?
- Investigate the brand
- Make your audience as specific as possible
- What is the most effective response to the brief?
- Ideas can change and develop
- Will your idea be shown through mock-ups or are you actually making it?
- There is no limit to your ideas
- Concept / development / communication
- Don't dismiss something because you can't do it
- By tomorrow the open brief will be locked down!
PROMOTION
Here I have written about how Peacocks currently promote themselves and possibilities for what we could do based on how other companies promote themselves.
Here I have written about how Peacocks currently promote themselves and possibilities for what we could do based on how other companies promote themselves.
Ideas
Here are some ideas I thought of based on this session which I will discuss later with Chloe:
Plan of action idea
- Start with a viral campaign, to create mystery / hype / buzz
- Get peacocks tweeting and get people talking about it through adverts and social media
- Things will be revealed at different times
- Begin with adverts (both printed and digital)
- Create mailshots and hold a re-launch event
- New websites / new branding / new store layout
- Followed up by a magazine, mailing list, introduction of loyalty cards
- Kept up with catalogues and events
- Bring the focus on to the premium brand, and launch a fashion show
What can the buzz be?
- New celebrity endorsement
- Competition to find new face of Peacocks
- Peacock for Peacocks - tweet pictures of yourself 'peacocking' (Wearing crazy clothes) - leads on to competition, best outfits win prizes such as to design their own piece, win £500 spree etc
- Peacock party (like the Look show), everyone dresses as if they are pea cocking, it is a fashion show, with an after party, with good bags, drinks, nibbles etc, celebrity guests, everyone tweets their pics, there are offers on Peacocks clothes, get the media in, and the party is covered in weekly fashion magazines
How have other places got publicity and rebranded?
- Pizza hut to Pasta hut
- M&S was rebranded so the clothes appeal to a younger audience
- ASDA's G21 was launched to make younger customers buy George clothing
- H&M designer collaborations such as Versace
- Logo changes - New Look
- A scandal to get bad publicity - Primark child labour
What would the obvious be?
- Creating a new logo and branding on bags and tags etc...
How can we go beyond the obvious?
- Viral campaign, digital ads, creating a buzz
Examples of celebrity endorsements & designer/high street collaborations:
- Versace, Beckham, Madonna, Lanvin for H&M
- Kate Moss for Topshop
- Kelly Brook, Giles Deacon for New Look
- Matthew Williamson for Debenhams
