For this report my main intention was to look at how to fill the gap in the market that the consumer wanted in the perfume industry. I would fill this space by creating and implementing a product. In order to do that I looked at the brand ‘Alexander McQueen’ in more detail which meant exploring the brand and seeing what was its philosophy, what the brand looked like now and what its previous perfume products were. It was important to do this to identify the aesthetic look of the scent, both physically and in the smell that it would emulate. This is where the message of the brand is communicated and I needed to ensure it is the right brand message. I selected three different consumers, I wanted to identify who they were, their lifestyles and what scents they currently use and why. This information would help to identify the communication between the brand ‘Alexander McQueen’ and the consumers. Researching case studies allowed me to explore the market. What was done well and what wasn’t, it would help me to obtain inspiration and information that I could apply to the overriding concept, a new product. The following four sections were selected: Perfumes that relate to personalisation Brands that have been dissected to explore their own DNA and have been translated into scent Different and innovative ways of using and smelling perfume and cases of the multisensorial experience Foods relationship with scent
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Fig 7.
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