Fashion Communication and Promotion Hannah Wood N0642592
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Insight Comparison
Analysis Report
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insights, researched and developed...
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ontents
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High Performance lifestyle Transparent Pricing Spirituality The Big Idea References
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Ref. 2 Abbey Drucker, 2016,
Concept High Performance Lifestyle
4 In recent years, the growth of the sportswear fashion for women has risen along with greater awareness of health and wellbeing. However it hasn’t followed into the perfume sector. This new style of consumer has emerged who is living a healthy/sporty lifestyle, but isn’t being catered for in terms of perfume. There are only options for perfume that are “girly” and over sexualized, which doesn’t fit with their personal identity. Whereas men’s fragrance is advertised in a fit and health way.
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Women’s participation in sport has a long history. It is a history marked by division and discrimination but also one filled with major accomplishments by female athletes and important advances for gender equality and the empowerment of women and girls. (Ref 1.
Carole
A.
Oglesby,
2007.)
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PROPOSITION - A perfume range that can cope with the extremes that you experience when you work-out.
Competition
Our main type of competition would be other sports brands like Adidas and Nike. Something that would set us aside is my idea to run the advertising with “This Girl Can� to promote strong and powerful women as opposed to a sexualized and frivolous campaign. For example, our bottle would be made of a more durable material than glass that would break in a gym bag.
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Consumer I believe the type of consumer that would want to buy into our brand image and product, would be a women wanting to feel fit, healthy and strong. , I believe our target could range from teens who love to work-out/exercise but need a perfume that matches their performance to a mature woman who loves keeping fit and healthy and doesn’t aspire to the over ‘glamortised’ perfumes already on the market.
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Ref. 3 Abbey Drucker, 2016,
Visual Language Lifestyle
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Sport
Healthy & strong
ÂŁ$ Concept
The Modern Consumer
Transparent Pricing
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One of the most controversial problems within the fragrance sector is the reality of the actual price of the juice in relation to the retail price. The modern consumer is becoming more inquisitive and active, and now wants to know and understand the process, quality and cost of all their products (including perfume). They’re finding out more due to the Internet, and social media is giving consumers the power to expose errors, inaccuracies, and lies at the swipe of a smartphone. There’s a spotlight being shone on big corporate firms in all industries, and in particular you can start to see the cracks in fast fashion and its begin to trickle into the perfume sector.
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Competition
“63% of consumers would rather buy from a company they consider authentic over competitors.” (Ref 2. Andrea Bell, 2016.) Therefore cost transparency is gaining popularity among consumers, and is likely to become a new industry standard setting this idea aside from other brands in the fragrance sector. Brands including Everlane, Levi’s and The Reformation have already dedicated platforms on their e-commerce sites to list production and sourcing costs on apparel, howev-
er thought my research I’ve not come across anything in the fragrance sector that decodes their pricing costs. New research also shows that, “By unpacking the cost, you have the opportunity to explain everything you did for the customer in putting that product together,” (Ref 2. Andrea Bell, 2016.) Which in the perfume sector, it’s often a lot due to all the research that goes into creating the perfect scent. The benefit of cost transparency increases willingness to buy.
Ref. 4 Jeffrey Michael Iacoboni, 2014
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Ref. 5 Carry
Consumer
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Following my research into types of consumers, I think I could profile the type of customer who would buy into this product as a ‘conscious creative’, (a modern consumer, in the creative class) someone who appreciates good ideas and therefore is willing to pay for what they know is of better quality and captures their lifestyle needs. The questionnaire I carried out showed me people’s reactions when I told them about the reality of the margins in the perfume industry. And too my surprise, 2 out of the 10 I asked weren’t shocked because they already knew. This shows how consumers are becoming fact checkers. That goes into creating the perfect scent. The benefit of cost transparency increases the willingness to buy.
Somers, 2013
Visual Language
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Ref. 6
Concept - Spirituality (The Well of Life) Spirituality is becoming a key aspect of the modern consumers life as religious affiliation is going down while spiritual wellness is increasing. Consumers are more aware of what they put in their bodies. There has also been an increase in the popularity of natural healing products such as crystals and oils.
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IN A WORLD OF SOCIAL UPHEAVAL AND ECONOMIC UNCERTAINTY, PEOPLE ARE LOOKING FOR ANSWERS OUTSIDE Of RELIGION. ACCORDING TO A 2014 PEW SURVEY, 37% OF AMERICANS CLASSIFY THEMSELVES AS ‘SPIRITUAL’ BUT NOT ‘RELIGIOUS’. WHILE RELIGIOUS AFFILIATION HAS GONE DOWN, SPENDING ON SPIRITUALITY AND SPIRITUAL WELLNESS HAS GONE UP, WITH THE MIND AND BODY INDUSTRY GROWING TO $390BN. (Ref 2. (Unknown) the village voice blog, 2016.)
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Ref. 7 Jennifer D’angelo Friedman, 2013
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Competition There are companies that have produced fragrance lines with healing or spiritual attributes. However our concept is to sell the fragrance with a bottle cap that is a specific healing stone, so as you apply the fragrance, you are also holding/carrying a healing stone. Providing further differentiation of our product in the market.
Consumer
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The profile for our consumer is someone spiritually aware, and looking for additional products that assist/align them with there beliefs. Our brand would communicate to this type of consumer in a very personal way, faceto-face to educate them on the specific products that would best meet their needs.
Ref. 8
Visual Language
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Big
The
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The concept of transparent pricing is something that has intrigued my ever since I started the course. It’s a concept, which I believe could solve many issues, in particular, the fast fashion industry. But one industry that’s has even worse mark-up is the perfume/ fragrance sector. This is an extremely controversial concept in terms of branding, the perfume sector and for consumers. I think it’s a concept, which could be successful due to the growing number of consumers that are looking for products like this that would cause a social movement if actually
Idea
brought to market. This is ultimately what sets this insight apart from others, is the disrupt it would have on the fragrance sector. But in so many ways, it’s a way of also showing consumers how much research and expertise goes into making these incredible perfumes. So I also believe this concept could also educate consumers to buy better quality fragrances, and to see past all the frivolous advertising. I think this might only be a concept at the moment, but in 5-10 years time, this deconstruction of price tags will become an industry standard.
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References Ref 1. Carole A. Oglesby, 2007. The International Working Group on Women and Sport. Available at: http://www.un.org/womenwatch/daw/public/Women%20and%20Sport.pdf Ref 2. Andrea Bell, 2016. WGSN Available at:www.WGSN.com Ref 2. (Unknown) the village voice blog, 2016. WGSN Available at:www.WGSN.com
Illustrations Fig 1. Hannah Wood, 2016. [Photography] In possession of the author. Fig 2. Abbey Drucker, 2016, [digital image] Available at: http://insidethesneakerbox.com/2016/01/14/ stella-mccartney-by-adidas-spring-2016/ Fig 3. Abbey Drucker, 2016, [digital image] Available at: http://insidethesneakerbox.com/2016/01/14/ stella-mccartney-by-adidas-spring-2016/ Fig. 4 Jeffrey Michael Iacoboni, 2014, [Graphics] Available at: http://prospress.com/60-minute-delivery-need-ecommerce-products-instantly/ Fig 5. Carry Somers, 2013, [digital image] Available at: http://osocio.org/message/fashion-revolutionday-who-made-your-clothes-insideout/ Fig 6. Unknown, [digital image] Available at: http://favim.com/image/3480478/ Fig 7. Jennifer D’angelo Friedman, 2013, [digital image] Available at: http://www.yogajournal.com/ yoga-101/priest-says-yoga-can-lead-satan-4-ways-yoga-can-benefit-spiritual-health/ Fig 8. Unknown, [digital image] Available at: http://www.vintagefashionjewellery.com/raw-clear-crystalhealing-quartz-necklace#.VuwcgpMrI0o
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