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David Neiper

Y O U N G

L I K E

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Promotional Strategy


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R E S E A R C H

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C O L L E C T I O N

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W E B S I T E

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P H O T O S H O O T

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B R A N D I N G

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P R O M O T I O N


roam the streets o ‘Imost stylish and cre

your elders and let you a thing or two a fullest.

’


of New York looking for the eative older folks. Respect these ladies and gents teach about living life to the - Ari Seth Cohen


T H E

R E S E A R C H


y o u n g l i k e u s

i

began by doing some general research on older models, looking at what they’re doing now, from this I created a moodboard to show that getting old, doesn’t mean going boring. I read a couple of interviews with the women from ‘Fashionable Fashionistas’, the tv programme on channel 4, to get an overview of their opinion on fashion. It’s well known that fashionable older women has become a massive trend recently, just in time for the re-branding of David Neiper. Reading more about this consumer, I found the photographer Ari Seth Cohen. Cohen is the founder of Advanced Style, a blog that proves that personal style advances with age.


‘Getting old is N O T for sissies.’

-

Bette Davis


‘Wear

orange, pink and yellow, sometimes all at the same time. - Bridget Sojourner

’


t h i n k c o l o u r f

rom the research, something that seemed to keep reoccurring was colour. A key quote I found to support this was from Brigitte Sojourner from Fashionable Fashionistas ‘ In older age, you don’t want to blend into the background.’. Although, this is a personal opinion, Introducing some colour into the brand would appeal to the older consumer. Especially during the summer whilst the sun is out to celebrate the life they are living and not the life they have lived. This gave me a basic idea of what I knew needed to change to the brand to make it more relevant in today’s society.


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C O L L E C T I O N


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o help visualise what I wanted for David Neiper, I used the designs by Leisa Hughes, a Fashion and Textiles student. I chose her work as I felt like her designs told the perfect story for the David Neiper consumer and who she is. Her work gave me a colour palette to stick to as a theme for the new branding, these were navy, orange, pale grey and pink. I’ve decided to call this collection ‘Young Like Us’ to play along with the fact that the older generations are the ones who have all of the money and the time to do what they want, they have the freedom.

A

dults aged 40-68 are as likely to own a tabled as 13-30 year olds, being able to adapt just as fast. This fact gives us the proof that we aren’t slowing down as we get older, but being transformed for the better. I believe Young Like Us will bring a new, fashion friendly consumer who aren’t just about the quality of the garment, but the style of it too.


T H E

W E B S I T E


n e w d e s i g n t

he original website for David Neiper is rather dull and unappealing, therefore, I wanted to add some colour, using the colour palette. I thought it would be an idea to make a mock up of a new, more modern website for the brand, as getting old does not mean getting boring. The consumer’s eyes will appreciate the aesthetics of a more attractive looking website which will be kept consistent throughout, right to the packaging of the products.


‘

Adults aged 40-68 are as likely to own a tablet as 13-30 year olds. -LSN Global Trend Briefing S/S 14.

’


David N Womenswear

Knitwear

Nightwear

Loungewear

am privileged to have created a reputation for designing and ‘ Imaking collections of the utmost softness, femininity and luxury.

’

- David Neipier

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T H E

P H O T O S H O O T


i d e a s

‘Don’t

blend into the background.

‘I

never wanted to


look

young,

I wanted to look

’

great!


t

o add more style and elegance to the photo’s advertising the clothes, I don’t think a lot needs to be done to make them look more visually exciting. Adding an element of high fashion will make David Neiper as a brand more desireable. What I propose, is that the posing for the images are a lot stronger. Even though it is a brand that sells in catalogues, doesn’t mean it has to look like one. Taking inspiration from the images I have selected, it is clear to see that even just a coloured background makes a big difference.

s

ometimes the clothes are enough to tell a story. I understand the brand want to seem friendly, however, I think this can come across as a little cheesy. Having props can instantly change an image from looking stiff to strong yet casual - taking the image of Vivienne Westwoof for ‘the gentlewoman’ magazine as a strong source of inspiration. Having her sat down, facing the camera makes it a lot more personal, which is a key element of the brand.


T H E

B R A N D I N G


b r a n d i n g

t

o keep the image consistent throughout the brand, this needs to be carried out through to the packaging. As David Neiper focus on the personal element for their consumer, they do this by adding a personal note signed by the seamstress who made the garments. I think to carry on this idea of the personal touch is to send the package in a cardboard box with string, with the addresss hand written. This would be a really nice, exciting package to recieve for the consumer. To keep the branding consistent, orange and navy will be the two main colour, with the tissue paper being orange with David Neipier logo repeated all over.


‘Once your garment has been made, it is carefully wrapped in soft tissue paper and packed in an individually made box, strong enough to travel to anywhere in the world.’ - David Neiper


T H E

P R O M O T I O N


S O C I A L M E D I A t

4

3% of over 65’s are the fastest adopters of social media. This statistic proves that social media is a key platform to advertise on and to reach out to your consumers. The brand’s current Facebook page only has 116 likes, meaning the awareness isn’t where it could be, whereas the Twitter page has 523 likes - showing some improvement. Their communication on these platforms are regular which is crucial to stay relevant and remind the consumer of their existence. To improve the customer base, I propose that David Neiper have a loyalty scheme in place. this loyalty scheme will involve an app. Mcommerce will hit $23 billion in 2015. This means that the ammount of people who buy products on their phone is forever increasing, with the amount of time people spend on their smartphones having grown by 237% since 2010. This app will help David Neiper as it will make it easier for the consumer to keep connected with the brand.

he features on the app will include; a communication service allowing the consumer to talk to a human dealing with customer services. This will help as a personal service is important to the brand so the consumer need to feel like they are being valued if they have a problem. A points scheme will increase the consumer’s chance of shopping with the brand again as they need a reason to come back. To increase the number of consumers linked to their social media, the consumer will get push notifications that allow them to read about upcoming plans with the brand. This will help as they can find out the full story on the app, which is linked to the Facebook and Twitter pages. The main aspect of the app is for them to select their preferences at the start of downloading the app, this will allow the brand to gage a sense of who the consumer is what and what their style is like, eliminating a large percentage of choice trauma. Choice trauma is something all shoppers suffer from as there are endless options on the high street of all the same thing. This strategy will hopefully improve consumer loyalty to the brand, as well as increase the footfall on social media.


‘49-67 year old women use Facebook at the same rate as millenials.’ - LSN Global



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