fmp portfolio
DESCRIPTION
Portfolio displaying pages from FMP and third year of BA Hons Degree workTRANSCRIPT
eMVemily vinter
Fashion PromotionBA Honours
Ravensbourne
FPR14303
eMvemily vinter [email protected]
The Concept/Brand
Revival of flagging high street label 'French Connection'
Underwear brand that supports testicular cancer research
Nothing currently available for men in this field
Partnership with French Connection will help to raise sales
French Connection provides for women, men and homeware but are currently struggling to attract a loyal customer base, however they are trying to revive themselves and attract a younger cus-tomer interest.
Testicular Cancer charities already available
G E
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Get A Grip Branding
www.emvinter.com
eMvemily vinter [email protected]
The Consumer
Current and New Target Market
The current French Connection threshold stands at 20-45 year olds, women primarily.Testicular cancer is most commonly found in men between the ages of 18-49, therefore consumer connection needs to be considered when looking at initial underwear styles. Both classic and current mar-keting platforms must be used to attract a vast range of potential clientele.
Social media sites such as Twitter and Facebook, or a dedicated website can engage with younger generations.
www.emvinter.com
eMvemily vinter [email protected]
The Rivals
Drogba and CO by HOM campaign is not cancer research related but is one of the few underwear collaborations available for men in the current market sector.
The use of a sports team/person to front the underwear campaign for French Connection can engage with a younger, male orientated target market: London Welsh RFC
The target market level I intend to enter will be the retail industry for specifi-cally underwear.Charity underwear collaborations have been composed before, however I have found a unique gap in the market for menswear after identifying that a charity underwear campaign targeted just for men and testicular cancer is something that has not been pursued before.
www.emvinter.com
eMvemily vinter
Macro Market Environment
January 2015
LEPEST C
Legal:
Producing underwear that is not plagur- ised by other brands and keeping up with production demands.
Ethical:
Charity collectionwill want the use of sustainable materials to ensure a good reputation and ethos.Political:
Underwear can be controversial to diff- erent social groups, so designs must be based on simplicity.
Economic:
Economic factors come into pricing pro- products, what is a rea-listic figure for this particular section of the market?
Social:
Age di- stribution must be cons- idered to attract target market, i.e. generation and social groups.
Technical:
How will the collect- ion be produ- ced to keep up with demands?
Competitive Advantage:
A men's underwear charity collection is not something that has been avail- able before. (New Market)
[email protected] www.emvinter.com
eMvemily vinter
Internal and External Factors
Strengths:
Not something that has been pro-duced for men before.French Connection's good quality reputation ensures doubtful buyers of quality of product.
Weaknesses:
Will men buy into a charity underwear range? French Connection sales are currently flagging.
Opportunities:
The product will raise awareness forTesticular Cancer and create new partnerships withhin the fashion industry.
Idea could be poach- ed by other brands - Testicular Cancer rese- arch groups must also agreeto the idea.
Threats:
SwotAnalysis
January 2015
eMvemily vinter
October 2015
Initial Facebook updates and selective information about the cause/product. This could help to generate an interest amongst already loyal FC cus- tomers and help to spread the word of the collaboration.
December 2015
Release Viral Advertorial re- vealing the product, explain- ing the concept and when it will be available for purchase (save the day).
March 2016
Press release, printed in da- ily newspapers/published on- line providing more info about the product/s, such as cause, price range/s and packaging.
June 2016
Advertorial - extension of vi- ral ad, advertisement campaign in magazines and offline advertising spaces (window display).
September 2016
In house private event - VIP access to experience/purchase product/s before release to general public. Champagne/food evening to raise money and awareness for Testicular Cancer.
November 2016
Unveiling of in store window display featuring campaign imagery and product - this will take place shortly after the in store event.
Campaign/PR Schedule
January 2015
eMvemily vinter [email protected]
Campaign/PR Schedule Plan
Overview
Goals
Strategies
Promoting a charity underwear campaign for men via offline and online advertisement such as Facebook, Twitter and In-stagram.
Generate an interest amongst the general public - word of mouth to increase the chance of sales and product success.
The use of social media primarily and an online advertori-al featuring models and product.
Primarily the ages between 18-49 year old men (this is the age range which testicular cancer affects the most). Target Audiences
Key Target Media
Reccomendations
Post online advertorial of product on said social media sites to generate and interest worldwide.
Press release and in store window displays.
January 2015
eMvemily vinter [email protected]
Get A Grip for French Connection Store Advertisement
www.emvinter.com
eMvemily vinter [email protected]
Get A Grip for French Connection Store Advertisement
www.emvinter.com
eMvemily vinter [email protected]
Get A Grip for French Connection Store Advertisement
www.emvinter.com
eMvemily vinter
Press Release
Date: Wednesday 15th June 2016EMBARGOED FOR: Monday 3rd October 2016
What a Ballsy Move
Photo Opportunity: An in house private event for French Connection’s newest underwear collaboration with ‘Get A Grip’, a charity which aims to raise money and awareness for Tes-ticular Cancer research organizations throughout the UK. The event will be held at French Connection’s UK Flagship store in Oxford Street on Mon-day 12th September 2016 at 11:00am, food and champagne will be provided.
london, england
High Street retailer French Connection have strived to seek any consistent brand to custom-er connection following the previous three years of business, with flagging sales and slow profits, a brand revival is long overdue.
French Connection have teamed up with new found organization ‘Get A Grip’ and Premier-ship Rugby Team London Welsh to produce a collaborative men’s underwear collection with 30% of proceeds being donated to Testicular Cancer Research charities throughout the UK. ‘Get A Grip’ aspiers to riase awareness and educate consumers on the fundamental signs to look out for when monitoring for testicular cancer.
There is currently a division in the undergarment market for men regarding charity support-ed products, extensive selections from various brands are available for women, which tar-gets breast cancer research, however, there is limited choice for men within the same trade.
FOR
FRENCH CONNECTION
The one piece collection, available in four colour ways, will be available in French Connection stores nationwide from Tuesday 1st November 2016.
Attendee’s will have the opportunity for Q&A with London Welsh brand ambassadors, founders of ‘Get A Grip’ and French Connection representitives. Sample products will also be available.
Name: Emily Vinter Tel: 07843269778 Email: [email protected]
Web: www.getagriptc.com
[email protected] www.emvinter.com
eMvemily vinter [email protected] www.emvinter.com
eMvemily vinter www.emvinter.com www.emvinter.com
eMvemily vinter www.emvinter.com www.emvinter.com
eMvemily vinter [email protected] www.emvinter.com
eMvemily vinter
Macro Market Environment
May 2015
LEPEST C
Legal:
Producing underwear that is approved by Testicular Cancer charity organiz- ation, copy- right is nes- sesary to protect brand.
Ethical:
Charity collectionwill use sustainable and ethical compon- ents to ensure a good reputa- tion and ethos.
Political:
Underwear design has been based on simpli- city to appeal to a wide range of social gr- oups and organizations.
Economic:
Product will be av- ailable to purchase at 12.99 GBP, with 30% of proceeds being donated towards Testicular Cancer organizations in the UK.
Social:
Premier- ship Rugby team London Welsh will face the campaign to ap- peal to both male and female target mark- ets.
Technical:
The laser transfer process is cost efficient and has a fast production time.
Competitive Advantage:
A men's underwear charity collection is not something that has been avail- able before. (New Market)
[email protected] www.emvinter.com
eMvemily vinter
Internal and External Factors
Strengths:
Charity underwear for men thatalso informs and advises on thepotential risks of Test-icular Cancer. Is not currently availableon the high streetmarket.
Weaknesses:
Most charities are non-profit, Will entering a new charity directly into a profit making market hurt its reputation?
Opportunities:
'Get A Grip' offers both product and education whilst also creating new partnerships within the fashion industry.
Copyright laws must be put into place to avoid poaching of ideas. Testicular Cancer groups/charities must also want invo-lvement for 'Get A Grip' to besuccessful.
Threats:
SwotAnalysis
May 2015
www.emvinter.com
www.emvinter.com
eMvemily vinter
November 2015
In partnership with Movember 2015, announce the birth of the new Testicular Cancer charity Get A Grip, to gene- rate an initial interest and establishment amongst the pub- lic for next years Movember.
November/December 2015
Launch Get A Grip website, with info/advice on Testicular Cancer. Initially just another Testicular Cancer website before the unveiling of coll- aboration. Letting the brand build a user/consumer base.
March 2016
Press release for industry pr- ofessionals providing info about French Connection coll- aboration and London Welsh partnership. Also information about product, price range and packaging.
June 2016
Press Release to general pub- lic. Printed in daily news- papers/magazines alongside advertising campaigns of brand to develop more interest in the product amongst consumers.
September 2016
In house private event for press industry for Q&A with London Welsh brand ambassadors, founders of Get A Grip and French Connection representi- tives. Products will also be available for review.
November 2016
In conjunctiong with Movember, November 1st will be the un- veiling of in store window displays nationwide and prod- uct availability to the general public. Offline adver- tising also unveiled.
Campaign/PR Schedule
May 2015
eMvemily vinter [email protected]
Overview
Goals
Strategies
Promoting a charity based underwear product for men that creates new partnerships and support for testicular cancer organizations, in store and online advertisement.
To inform and educate the general public on the signs/risks of testicular cancer whilst also creating a new market product.
Various offline advertising campaigns and a dedicated web-site to the 'Get A Grip' charity.
Primarily the ages between 18-49 year old men (this is the age range which testicular cancer affects the most). Also girlfriends and mothers of men.
Target Audiences
Key Target Media
Reccomendations
At the in house event for members of the press and media offer free samples of products launched on 1st November in conjunction with Movember.
Underwear packaging, in-store window displays, online and offline advertisement.
Campaign/PR Schedule Plan
May 2015
www.emvinter.com
eMvemily vinter
‘In the Eye of the Beholder?’
Westernized civilization in the 21st Century attributes to a high percentage of what various culture’s globally aspire to mirror in day to day life. With appearance and style topping the charts of importance in women, now more than ever, universal brands are manipulating the perception of natural appearances via advertisement. But just why do so many idol-ize the caucasian image of beauty? Emily Vinter investigates.
From Beyonce’s skin whitening blunder for L’Oreal to more extreme cosmetic surgery procedures such as ‘Eye West-ernization’ which is most popular amongst Asian cultures, racial acceptance is still considered a taboo subject within the fashion industry. Comparable too ethnic equality, women today are indoc-trinated into believing that, in order to appear attractive or ‘beautiful’, they must present themselves in a specific way, whether it be style, height or weight, retailers are providing customers with a cookie cutter image of ‘perfection’ every time we enter a store, turn on the television, or open a maga-zine.
Today, and more recently, physical appearance is regularly a hot topic on the agenda in regards to the fashion industry, what is the new size 0? Is orange really the new black? And, what is the latest must have surgical procedure to ensure a lifetime of eternal beauty? People are quick to forget the real race issue that simmers beneath the surface of the advertising trade. Writers Elaine Saltzberg and Joan Chrisler once wrote that ‘Beauty cannot be quantified or objectively measured, it is the result of the judgement of others’. The proliferation of beauty and cos-metics suggests that, ultimately, we will live in a world in which the idea of an attractive appearance can be written down onto paper.
Globalization shrinks the world in more ways than we think, in particular, asian women are aspiring to West-ern ideals of beauty, thus loosing sight of their heritage. They are made to feel faulty for not conforming to, what global brands specify as aesthetically pleasing, such as the airbrushed perfection that graces the likes of Vogue or
British African Caribbean model Jourdan Dunn made headlines this February when she became the first black model to land a solo cover of Vogue in 12 years, her pre-decessor being Naomi Campbell back in 2002. A poignant victory for ethnic models within the modeling community, but it beckons the question as to why, why now? Why has such a vast time lapse passed? Dunn has openly expressed before that the fashion industry is still guilty of racism, and has been previously told by agents that the colour of her skin is not ‘fashionable for this season’. Adorning the cover of ‘fashion’s bible’ proves to women that they do not have to accommodate to a common image. Is the era of celebrat-ed individuality upon us?
All Walks Beyond the Catwalk Competition
www.emvinter.com
eMvemily vinter
London International Creative Competition
Pitches for three ideas for stories suitable for Harpers Bazaar.
1. Title - The Women of the Islamic State
A culture orientated piece of literature based around the individual struggles and stories of women involved in the extremist group ISIS. The article will focus primarily on interviewing individuals on the lifestyle choices they have made that has concluded to them becoming a part of the organization, how their partici-pation affects their everyday growth and what sets apart ISIS compared to alternative terror groups that are active today. Harpers Bazaar aspires to unite women throughout the globe and to aid in the understanding of unconventional behavior, whether it is looked upon as right or wrong. Although ISIS falls under scruti-ny worldwide it does provide unity for the women involved in some manner, this journalistic piece offers a focal point into gaining an insight into a severe environment.
London International Creative Competition
www.emvinter.com
eMvemily vinter
London International Creative Competition
Pitches for three ideas for stories suitable for Harpers Bazaar.
2. Title - Testicular Cancer: Equality for Men
Breast Cancer awareness and education is becoming increasingly popular throughout the UK, specifically within the high street and high end trade of the fashion industry. The likes of Stella Mccartney and Ultimo have composed collections for the charity that support in the raising of both money and learning. Consid-ering the extent of product supplied for women, little is currently available in the same field for men. This health based report intends to ignite an interest amongst women on the backing that Testicular Cancer cur-rently needs, to investigate into what signs and symptoms we should be looking out for and, to potentially generate a greater interest in regards to more underwear baed collections being available for males.
London International Creative Competition
www.emvinter.com
eMvemily vinter
London International Creative Competition
Pitches for three ideas for stories suitable for Harpers Bazaar.
3. Title - The Latest in Beauty - Snail Trail
Slivering their way onto the beauty scene, snail facials are becoming a growing number one in the UK. Originating from Tokyo, the anti-ageing treatment involves live mollusks being placed onto the face for an extended period of time, the trail of mucus that they leave behind supposedly contains powerful protein, a beneficial factor in halting the ageing process and the results are allegedly instant. ‘Snail Facials’ can be purchased in participating beauty salons for around £50, however, at home treatments are now available for investment. This beauty piece will include a short write up on the trend and then an investigation into which snail serums prove to have the best results when applied at home, there are several varieties on the market today from Holland and Barrett for £17.99 or as little as £2.80 on eBay.
London International Creative Competition
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