your colour matters
Victoria King
03 14 45 Human Response to Colour
Colour Consultancy
Colour Trends In History
Evolution of Colour Consultancy
Colour As DNA Colour Across Cultures
Importance of Knowing Your Colours The Current Market Is Individuality Dead? Who Does It Better? Primary Research
The Big Idea Idea Generation The Consumer Testing The Idea Summary
70 94 111 What Comes Next?
Route To Consumer
The Audience
Measuring Success
Insights For Channels The Location The Timing
Brand Future A Year In The Life Of Your Colour Matters
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- Carl Gustav Jung (2008)
“Colours are the mother tongue of the subconscious.”
We live in a world where we encounter colour every single moment of the day; whether it be through the food we eat, the journey we take or the clothes that we exhibit. “In a society increasingly focused upon image, where the single greatest influence on a first impression is someone’s physical appearance, does what you choose to wear define who you are?’ – Victoria Cox (2013). It’s almost a truism that people immediately from opinions based on what they see. As such, one wonders why people are not more focused on what suits them based on their own individual colourings, rather than what is on trend at the current time? According to Mintel (2015) colour is currently the last thing we think about when looking to purchase clothes, coming after price, trend, style and fit. In the last twenty years the fashion industry has pursued a strategy to give consumers information to allow them to make choices based exclusively on trend, happening subliminally through online, and through print. Individuals believe they are making unique decisions when purchasing, but it more often than not it corresponds to the fact that it is in a shop;
allowing trend appetite to match the tone of appetite in stores. Thus, resulting in a distinct lack of individuality within fashion, and a lack of knowledge of what colours suits consumers as individuals. Colour is subordinated in the process of the shopping experience to meet the demands of mass produced fashion. This report is urging consumers to wear clothes and colours that suit them as individuals, in order to make them “look and feel fantastic”. “Wearing the wrong colours will make people look tired, drawn and under the weather” (Susan Baxter, 2016). This is not to say that they will be told what colours they can and cannot wear, but rather how to style colours best to their own unique colour combinations in order to avoid looking as previously stated. The aim is to shift the hierarchy in the way consumers make selection; through further exploration of the lack of individuality that now characterizes consumer fashion, while further increasing consumer knowledge when it comes to personal style and colour suiting.
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HUMAN RESPONSE TO COLOUR
The end of WWI saw women using their independence and freedom - this was reflected in their clothes, which maintained a wartime masculinity. Coco Chanel rose to prominence. In the late 20s the flapper emerged - epitomised modernity and reckless rebellion.
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1930s The start of World War II saw techniques for mass production of uniforms carried over into the creation of ready-to-wear fashion. Clothes became even more restrained as cloth was rationed.
The end of WWII saw the rise of Christian Dior and with him came extravagant designs with cinched waists and full skirts - the ‘new look’ of post war as women were longing to dress more femininely again, which was also reflected in the colour choices. The fifties was the first time teenagers became a force in the fashion market as a result of music and film influences.
1940s
1950s The youth were the leaders of this colourful decade, with two subcultures; the Mods and the Rockers. The Mods fashioned black and
1920s The Great Depression meant the public escaped through Hollywood and movies became the new glamorous medium for fashion and reflected in the clothes and colours they wore. Clothing became more functional and military inspired with square shoulders.
Colour Trend Fig 1. Colour Trends In History (Own Image, 2016).
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The youth were the leaders of this colourful decade, with two subcultures; the Mods and the Rockers. The Mods fashioned black and leathers while the Rockers were more stylish and bohemian. The mini skirt was popularised by Mary Quant in 1966, which appealed to bold young women.
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1970s Materialism defined this decade and the western world experienced an economic boom, resulting in the power suit becoming a symbol of successful working women. The creation of MTV revolutionised the music industry and turned musicians into TV stars who had power to influence through fashion and visuals. Princess Diana was seen as a fashion icon.
The 90s saw the rise of minimalism - as technology was advancing and ‘casual Friday’s’ were being introduced, a more relaxed approach was taken to fashion.
1980s
1990s This era gave strong evidence that fashion is cyclical as trends were being recycled with futuristic twists, which brought back many previous colourings and also saw the rise of black and neutrals.
1960s The increased ease of travel meant fashion had more global, ethnic inspirations. The disco dance craze and flashy styles reflected the social revolution and openness. The late 70s gave rise to Punk, an anti-fashion anarchist movement.
nds In History 2000s
y As time has evolved, each era has seen a new mix of colour combinations, as evidenced in the timeline to the left. These have been as a result of different social, political and economic changes occurring at each time in history. Fashion was once an awakening of individual self-expression, but is now something of a tribe. In order to be deemed as ‘fashionable’, one must keep up with the latest trends. The tables have turned and trend is leading the fashion cycle, and consumers are abiding to these trends whether it suits them or not.
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TRUSTWORTHY
OPTOMISTIC
FRIENDLY
EXCITING
FRESH
IMAGINATIVE
FEMININE
RELIABLE
LUXURIOUS
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Colour As DNA
Humans have an innate response to colour as a result of our DNA, with each colour being associated with different emotions and responses. Even when unaware of doing so, people automatically react to what they see as a result of the colour it is. The psychological understanding of one’s reactions to the influence of colour is unclear, but the result of colour does influence 85% of consumer emotion according to Mintel (2014), so whether aware or not, colour is one of the biggest influencers in fashion.
Colour Across Cultures
Colour is one of the few worldwide phenomenon that can be interpreted by all cultures. It allows cultures to communicate subconscious meanings and emotional responses. However, this is not to say they mean the same thing in each culture; in fact cultures have very different innate responses to colours, and as a result brands and businesses have to be careful when advertising worldwide so as to not offend the consumer culture with their colour choices. This also has to be said when visiting countries; the colours that would be suitable in the UK cannot be universally translated with the same meaning in different social contexts, for example India. This is due to various factors including climate, religion, social factors and the economy. 11
Fig 2. Colour Across Cultures (Multitizer, 2015).
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COLOUR Cons 14
nsultancy
Fig 3. Evolution of Colour Consultancy (Various).
1892
Evol
1892 saw the launch of the first Vogue issue. In 1973 Carole Jackson launched her infamous ‘Colour Me Beautiful’ boook - it is still used as a basis for colour consultancy today.
1984 1984 saw the rise of colour consultancy brands, including Colour Me Beautiful and House Of Colour. The late 90s saw more colour consultancy brands produced, and the introduction of more fashion magazines.
2000 The first vlog was made in 2000, and by 2002 many fashion blogs started appearing. By 2004 various online fashion consultancy brands started developing, including Sarah Morgan and Talking Image.
2005
2005 saw blogs booming and an increase in popularity of vlogging due to the founding of YouTube.
By 2006 the blogging profile grew enormously and bloggers were being invited to designer fashion shows. 16
2010
By 2010 famous bloggers and vloggers were being introduced as a career choice and were available to everyone.
olution Of Colour Consultancy “Fashion provides one of the most ready means through which individuals can make expressive visual statements about their identities” – A. Bennett (2005). Colour consultancy is a combination of a personal stylist and image consultant who shows individuals how to discover what colours suit them as an individual, as a result of colour and image analysis. Holding various coloured scarves up to the consumers face allows consultants to depict whether clients have spring, summer, autumn or winter colours. Colour consultancy has evolved dramatically over the years, as shown on the facing page. Colour suiting, specific to the individual, derives from Carole Jackson’s infamous book
entitled ‘Colour Me Beautiful’, which is still used as a basis of colour analysis to this day. The development of colour consultancy brands truly advanced in the 1980s, with various brands starting up, as fashion was progressing as a result of an economic boom and technical innovations. These brands, which included House of Colour and Colour Me Beautiful amongst others, are still around today, and although they have made a number of adjustments, many more innovative outlets have overtaken these now fairly outdated brands. Although the brands are still greatly successful, the client base and whole persona surrounding the brands are somewhat redundant and consumers started looking elsewhere for colour advice. From the progression of magazines to the start of blogs and vlogs and the rise of social media, many individuals are now being influenced about their clothing and colour choices from these other sources, or simply disregarding it completely in order to keep up with the latest trends, with very few are aware that “not all trends suit all people” – Huffington Post (2015). 17
ImportanceY
When focusing on colour consultancy specific to clothing, knowing ones correct colours is such an important aspect in both how one feels in themselves and how they come across to others. By wearing colours that don’t compliment the individuals own unique colourings, people are absentmindedly reflecting the image of someone who is incredibly fatigued and drawn, as the colours don’t compliment the individuals natural colourings and consequently wash all of the glow out of their image. In contrast, “the right colours can create a harmonious effect with ones skin, hair and eyes that is noticeable to oneself and others; it creates confidence and boosts self-esteem” (Sara Marsden-Shreeve, 2016).
“The badly dressed woman, people remember the clothes. With a well dressed woman, they remember the woman” - Coco Chanel.
Additionally, there are also a number of advantages that come with knowing what colours suit you as an individual, including saving time getting ready. As the majority of the consumers clothes will compliment each other and therefore their wardrobe won’t be a miss match of trend driven clothes with no real 18
knowledge of how to style them, and a mix of staple pieces, which will outlast trend changes. It also allows the consumer to save time when shopping as “women often feel exasperated when shopping, and don’t have time to wonder around for hours on end; knowing what works and what colours to wear helps them to focus when shopping” (Amanda Presswell, 2016). Reduction of waste is also another factor when knowing your correct colours as if consumers are more aware of what suits them and therefore will reduce purchases of clothes that do not. Furthermore, if consumers know what colours to aim for in order to look their best, the continual wastage of clothes will be reduced. This will therefore result in the consumer saving money as the need to buy new clothes with each new trend will be reduced as they will know how to style certain looks best to suit them, instead of letting the trends take control. This will therefore mean that consumers have an increase in disposable income to spend elsewhere and increase their quality of life. Overall, the consumer will feel better in themselves if they look great in what they are wearing, which will be reflected in the way they hold themselves. They will look less dreary, as many tend to wear colours that tire their complexions; these colours will bring light to their eyes and skin and in return they will feel better about themselves, an important factors in ones busy life.
ceYOUR of knowing COLOURS Fig 4. Advantages of Colour Consultancy (Own Image, 2016).19
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Current Market The
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Fig 5. Old Colour in Fashion Influencers (Various).
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Fig 6. New Colour in Fashion Influencers (Various).
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Experts say people only wear 20% of the clothes they have in their wardrobes (Business Insider, 2013); this is where colour consultancy comes in. However, currently there is a definitive lack of interest in these brands within the fashion and clothing industry as individuals are going elsewhere for their clothing advice.
methods could use some updating in order to keep in touch with the technological advancements that are now becoming part of the younger demographics every day life.
“Access to fashion shows, street style and retail has closed the gap and made the world smaller” states designer Peter Som (2015).
There are a number of brands such as Colour Me Beautiful, House of Colour, Looking Stylish and many more, that use the same technique upon the basis of Jackson’s book, whereby scarves are held up to the consumers neck to depict what colourings the individuals have; a technique that is incredibly old fashioned and restrictive; as many people are a cross over between two of the seasons, therefore making it difficult to state exactly what does and doesn’t suit the consumer.
Presently, more and more people are looking to social media, in particular fashion bloggers for clothing advice, with young females being the most likely to use social media for inspiration, according to Mintel (2014). Instagram and Facebook are considered the most persuasive platforms; now proving to be more influential than television or films when it comes to fashion. Further investigation showed various online Young adults spend a third of their lives on companies that allow individuals to find out their phones, and people are increasingly their colours from the comfort of their own shopping online rather than in store (Business home, by categorising customers into cool or Of Fashion, 2014). Thus, it is no wonder that warm undertones. However, restrictions also the rather old-fashioned colour consultancy has occurred here, as personally I did not fit into been overwhelmed and subsumed by the power any of the allocated categories thus meaning of social media. that this method is also fairly ineffective and Many individuals also feel a connection with rather impersonal as it is a selection of set bloggers or celebrities as the rise of social questions and does not cater specifically to the media has meant they are able to follow their individual. track their every step, either through Twitter, Snapchat or Instagram. Therefore creating However, this step into the online sphere shows a level of trust with these stars and taking in that colour consultancy brands are trying the advice they are giving about what to wear, to keep up with the latest trends but aren’t without even thinking about if the colouring doing so to their full potential as consumers, suits them, instead thinking about just having especially of the younger demographic, have the latest desirable thing. However, as Katrina pushed technical advancements even further Szish (2015) states, “there’s a delicate balance so that an online colouring system seems between gaining inspiration from bloggers, rather outdated to them. Therefore, as colour celebrities, or even your friends and blindly is such a key factor in how individuals portray following, thus subsuming your true self and, themselves, the current colour consultancy by extension, your personal style”. 24
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fashion market. It makes one wonder: is personal style dead? The mix of the ever increasing bloggersphere and fashion authorities, combined with their followers (literal and virtual) has “resulted in a sea of well-dressed similarity that makes it increasingly challenging to distinguish personal-style innovators from personal-style adaptors” (Katrina Szish, 2015). “Why is it that in this increasingly standardised world, in which we are all desperate to communicate our individuality through our lifestyle choices, when it comes to what we wear, conforming is the name of the game?” – Eleanor O’Neill (2015). As trend is such a key part of all aspects of life; from interior to hairstyles to make up to clothes, there is little wonder individuality has been lost along the way. Nowadays there seems to be a uniform for every social archetype. Individuals have become too plugged-in and consumption-savvy which has resulted in the homogenization in the way people dress as a result of the globalization of the retail 27
This is where there is still a vacancy in the market, as, apart from personal styling and the outdated colour consultancy, there is no one innovative brand which allows consumers to find out what suits them as an individual in relation to their own unique colour combinations that they can apply to their style. This would give the consumers the knowledge of how to wear the latest trends to their own advantage while creating a somewhat unique look. AYR’s Maggie Winter put it well when she said, “There’s nothing today’s woman can’t do — she isn’t limited by a label or a logo.” This is true of a silhouette or garment color, too. (Leandra Medine, 2016 – Man Repeller).
Fig 7. 90s Denim (Buzzfeed, 2016).
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Fig 9. 90s Bedrooms (i-D, 2016).
Fig 8. Modern Bedroom (West Elm, 2016)
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Many individuals often don’t feel comfortable expressing themselves through the colour of their clothes so instead decide to add colour in other ways; from interior to hair to make up. However, what people don’t realise is that the colours they often opt for within these sectors are often still just as manipulated by the fashion and lifestyle industry. Interior is hugely trend driven; with consumers being “likely to look online for ideas and interested in design blogs and websites like Pinterest. They also take inspiration from the homes of friends and family, indicating that sharing ideas and seeking inspiration through social media is likely to appeal strongly to them” (Mintel 2016). This again supports the idea that interior is incredibly trend focused, and very few homes are completely unique from the next. The ornaments or placing of a colour block wall may differ, yet the overall trend is still prevalent. This lack of current individuality can be demonstrated in the differentiation of 90s teens bedrooms in comparison to the bedrooms of current teens. The once vibrant, identity-defying rooms can be seen in Adrienne Salinger’s 1995 book ‘In My Room: Teenagers in Their Bedroom’, which showcases portraits of teens inside their most personal spaces. It is apparent how much of an influence technology and trends now have on current
generations, as “what they collaged on the walls, [was] just like, trying to make your space your own and find your own identity, it’s about that enclosure that I don’t think we have anymore because we live in a very digital way” – Christopher Shannon (2016). The rise of image obsession also means that individuals are constantly wanting to better their look and are subsequently investing more time and money into their physical appearance through hair or make up. With the total value of face make-up increasing 17% between January and August 2015; this dramatic growth can be attributed directly to the continued popularity of the selfie, and more generally, forms of social media, selfexpression and self-representation that are image driven (NPD Group, 2015). Yet usually when making these purchases, individuals tend to be more aware of what colours suit them in these cases as apposed to clothing. This is due to the fact that people are actively seeking advice on these subjects; from make up artists or make up advisors being available in nearly every make up store to match consumers colours to their unique skin colour, to hair colour consultants to interior designers. Individuals are seeking more and more help in these areas about what suits them as an individual, so why is this not being reflected in clothing? 30
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WHO DOESIT BETTER 32
Consequently, I began to look further into brands that combine advice with colour in an innovative manner in order to keep up with the latest technologies and appeal to the younger demographic. There is currently a multitude of apps available surrounding this subject. From L’Oreal’s Colour Genius virtual make up app to the Dulux Visualiser and Man Suit; these are examples of how through the use of innovative technology allows consumers to choose products at ease from their own homes whilst having a variety of options available at their fingertips. Applying these values to the colour consultancy market could harness a wider consumer base and also create a new founded enthusiasm and energy for the fairly dated subject within the fashion industry. However, an app may be too impersonal to determine an individuals colour palette, but it could be used as a resource and database to go back to and help guide the individual once the client has found out which colours work best for them, as something handy to have with them whenever they need. 33
Fig 10. Dulux Visualizer App (Dulux, 2015).
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Primary RESEARCH 36
37 Fig 11. Street Style (Own Image, 2016).
64% would be interested in a service that told them how to wear the latest trends to best suit their specific colourings.
Black is the most commonly worn colour, followed by navy.
64% of repondants are influenced by trends as to the clothes they wear.
One in five is happy for a business to use their personal information to offer them more personalised products or services. David Bachelor’s book ‘Chromophobia’, which focuses on the fear of colour, was inspiration for further investigation, and as Libby Sellers (2013) states, the idea was ”to challenge the concept of colour in the domestic environment”. Primary research (see all in Appendix) began by conducting an online survey (see Appendix 9) on people’s knowledge of colour as suiting them as an individual, and the results were indicative that people knew little about what suits them according to their unique colourings, but rather what shape suits them or what colours they feel most
comfortable in. This survey gave me insights into the fact that consumers are incredibly trend driven, and believe that these trends are there to guide individuals as to what to wear and so they tend to follow these rules. It also indicated that consumers are very set in their ways when it comes to what they wear, as the majority of participants wou¬ld not stop wearing black even if they were told it did not suit them. This is something that will be taken forward into my idea, as many consumers do not like to be told what not to wear, or even so they will continue to wear it. 38
Fig 12. Colour Me Beautiful (The Guardian, 2015).
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A focus group (see Appendix 8) also gave me insights into people’s responses to colour and the effect wearing the wrong colours can have on how an individual is portrayed to others, with results showing that consumers thought the subject who was not wearing the correct colours, looked somewhat more fatigued than the other. When asked about current colour consultancy, one individual stated that it is “very outdated, and that many people are “interested in knowing what suits them in order to better their look”. This will be a fundamental aspect in shaping my idea. To conclude investigations, I had my own colour consultancy at House Of Colour, conducted by Amanda Presswell. I found the experience incredibly intriguing as it gave me an insight into what colours do and don’t work for me, which I will definitely take onboard. However, when being told that I should wear brown instead of black
after being told I had ‘autumn’ colours, I immediately thought that the idea of ditching black was unlikely. Nevertheless, there is still a lot I will take out of the experience, for example the fact that cream suits me better than white as it is less harsh, is something I have valued. Nonetheless, I feel that the experience was quite outdated, perhaps because I was also put in a group with two other women over fifty, or maybe due to the lack of overall innovation surrounding the day, with it being incredibly basic for the £150 price tag. Therefore, taking the opinions of others, along with my own experience, into consideration, there is a noticeable gap in the market for an innovative renovation to the current colouring system. Not to say that the current system is faulted, but there is a definite need to make the model more timely and relevant for consumers of today. 40
Key Ins 41
nsights
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– (Katrina Szish, 2015).
“Just because you don’t have pink hair doesn’t mean you aren’t making a distinct statement that authentically reflects your true self in this braver, newer, globalized urban landscape.”
Fig 13. The Similar Look (Koogle, 2016).
As outlined in this report, there is a noticeable lack of consumer awareness and knowledge around what colours suit them as individuals in relation to their own unique hair, skin and eye colour combinations. Individuals are incredibly trend focused and often overlook whether certain items and colours are suited for them; and often end up looking drawn and fatigued as a result of wearing the wrong colours for them. A combination of these driving trends and the lack of interest surrounding the current colour consultancy market has
resulted in consumers conforming to fashion stereotypes and leaving little regard to their own personal style. The introduction of innovative technology has also resulted in consumers wanting everything to be accessible at their fingertips, including the latest fashions and advice; therefore making the idea of holding scarves up to ones neck even more outdated to the younger, tech-obsessed demographic.
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T A ER I O N N E R AT I O N
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Fig 14. Hair and Make Up (Clare Newman, 2016).
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Fig 15. Wassily Kandinsky (Chanel, 2016)
After reviewing previous research, a vast array of idea generation methods were carried out to determine what could be done to solve the issue of current colour consultancies being fairly out-dated (especially to the younger demographic), whilst generating a greater awareness of how colours influence how we look and the fact that not all colours suit all people. Redefining the Colour Me Beautiful brand was an initial idea, by making it more innovative so as to attract a younger client base, but also create a more exciting experience. However, as they are a wellestablished brand, it would perhaps be better to create a new brand entirely that is able to entice consumers in without them having any pre-conceptions of the experience it comes with. A new brand would bring a clean slate to redefine the experience, without the baggage and disadvantages of the previous survive. A second idea was to raise awareness of the impact colour has on our every day lives, so as to make people more mindful of what their colour says about them and the importance colour has on not
only ourselves, but those around us. By making them acknowledge the impact colour has they would be more inclined to do something to change how they are being perceived if not wearing the correct colours. Another element was looking at the various colour consultancy sectors from different subject to see if elements could be applied to this new brand, so as consumers feel a need for it in the same way they do for hair consultancy, or a desire for it in the same way that they follow bloggers advice. The stand out idea was a new brand that creates an innovative, experience for consumers to find out what colours suit them specifically as an individual, without using the outmoded techniques used by current brands, and not defining the consumer into a season but instead focusing on them as an individual. This would be a very personal experience, more innovative and technologically advanced than the services that currently dominate the market.
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– Virginia Woolf (2015).
“Vain trifles as they seem, clothes have, they say, more important offices that to merely keep us warm. They change our view of the world, and the world’s view of us.”
Fig 16. Fashion Stylist (Banana Republic, 2016)
The big idea is therefore a service which allows consumers to find out which colours suit them as a result of their own unique colouring combinations, and offers them advice on how to wear the latest trends to suit them as an individual.
This strategy would differentiate from current colour consultancies, as it wouldn’t segregate an individual to a season, or specific colours you can and cannot wear. It will also be more innovative and easier to use than holding scarves up to the consumers neck. Furthermore, it will be targeted The service would be adaptable to the at a younger demographic, as these consumer needs and cater specifically individuals are paving the way for the to the individual client, without fashion future. categorising them into certain archetypes; it will be a completely The brand would therefore be a lot personal service that accommodates more original and experience driven to the consumers unique colour then current colour consultancy palette in order to make the client brands, which are all currently look and feel their best. rather rudimentary, and as LSN: Global (2013) states; “beauty brands The service will not depict which are introducing a new wave of colours an individual can and cannot technology that enables services to wear, but instead guide them on how make products more personal; with best to style the latest trends and facial recognition technologies, skincertain colours based on their own tone tracking and colour matching unique look. cosmetics, beauty is becoming It would be a consumers guide to more smart.� These features would colour for life; as colour fades as one therefore be taken and adapted to ages, therefore meaning it will be the guide the service and take aspirations go-to when it comes to innovative of what the consumers find useful, colour consultancy. Consequently making it the most innovative yet it will save the consumer time and desirable it can be. money along the way as they will have more focus of what suits them when making purchases, and it will bring out the consumers own unique personal style as an added bonus. 52
Cons THE
sumer
As colour consultancy is such a vast topic which encompasses a diverse clientele, it would have influence on a number of women; from students having just finished school and heading to university or for job interviews, to new mums wanting to save time or young women seeking promotions needing to sharpen their look. To older women, either having just gone through divorce and wanting a fresh look, or who’s children have just left home so they now have a bit of extra time on their hands and more disposable income, or the fact their colours have changed as they’ve aged and so need updating. There is an array of women this service can cater to, all individuals who are seeking to look and feel good can benefit from it. However, my main target audience will be the younger demographic as this is the age range I feel is most trend lead and gets lost in the mix of what is their own unique style and what is just the followings of trend. Although it can also apply to a range of people. Interviews were carried out to investigate which types of consumers would be interested in a reinvented colour consultancy services, and more generally about these individuals – their likes and dislikes when it comes to colour and fashion, and finally their purchasing habits over the past three months.
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Sophia Thompson AGE: 20 OCCUPATION: Student EYE COLOUR: Green SKIN TONE: Medium Fair HAIR COLOUR: Blonde, with highlights added every three months MAKE UP: Natural look with minimal make up during the day, but opts for a smokey eye or red lip for the evening GETS TREND INSPIRATION FROM: Instagram, friends, bloggers BIGGEST STYLE INSPIRATIONS: Olivia Palermo, Rosie Huntington-Whitely MOST TREND-LEAD PURCHASE: An off-the shoulder top; it’s not normally my thing but I have seen them looking really nice on people FAVOURITE COLUR TO WEAR: Blue - goes well with my skin and hair LAST RECEIVED GREAT COLOUR ADVICE: My hairdresser, told me not to go any lighter, as it would make me look washed out WEARING COLOUR CAN MAKE YOU LOOK: Happier and healthier WEARING COLOUR CAN MAKE YOU FEEL: More positive I USE COLOUR FOR: My make-up, special occasions, to brighten my mood USUALLY GO SHOPPING WITH: My friends WOULD USE COLOUR CONSULTANCY TO: Find out which colours suit me best for interviews, to feel better within myself and stop limiting myself to just wearing blue or monochrome! 56
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Jennifer Parks
AGE: 37 OCCUPATION: Midwife EYE COLOUR: Blue SKIN TONE: Medium Fair HAIR COLOUR: Brown MAKE UP: Rarely wears make up - sometimes mascara or lipstick GETS TREND INSPIRATION FROM: Family, friends, magazines BIGGEST STYLE INSPIRATIONS: Jennifer Aniston, Kate Middleton MOST TREND-LEAD PURCHASE: An expensive camel trench coat - don’t ask how much! FAVOURITE COLUR TO WEAR: I like my neutrals; they go well with my hair LAST RECEIVED GREAT COLOUR ADVICE: My gran - she told me never to wear colours that wear me WEARING COLOUR CAN MAKE YOU LOOK: Great - it can make you glow WEARING COLOUR CAN MAKE YOU FEEL: More confident I USE COLOUR FOR: My home, my clothes and my kids USUALLY GO SHOPPING WITH: My husband or friends WOULD USE COLOUR CONSULTANCY TO: Find out what my best colours are so I can wear them more, and get advice on what not to wear. 59
Debrah Steer AGE: 53 OCCUPATION: Running Coach EYE COLOUR: Brown SKIN TONE: Medium Fair HAIR COLOUR: Dark brown MAKE UP: Don’t wear any apart from special occasions GETS TREND INSPIRATION FROM: Friends, family, kids BIGGEST STYLE INSPIRATION: Sister, Lauren Hutton MOST TREND-LEAD PURCHASE: I don’t tend to follow trends - I normally dress in athletic wear. But I did get some Louboutin’s for my 50th! FAVOURITE COLUR TO WEAR: Grey - comforting and goes with everything LAST RECEIVED GREAT COLOUR ADVICE: My friend told me not to wear black because it washes me out WEARING COLOUR CAN MAKE YOU LOOK: Healthier WEARING COLOUR CAN MAKE YOU FEEL: Better in yourself - brightens your mood I USE COLOUR FOR: My sportswear USUALLY GO SHOPPING WITH: Myself or with my kids WOULD USE COLOUR CONSULTANCY TO: Find out more about my colourings now my kids have left home as I have more time to myself, and when I come to retire I will no longer be living in sportswear. 60
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TEST THE I
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TING IDEA
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Strengths Weaknesses
Gap in the market for it Can appeal to mass market Everyone is interested in looking good May mean less waste per year People know what suits them Personalised specifically to your individual needs Changeable with hair etc. Not as limited as a season
Using innovative technologies will apply to younger audiences Self – obsessed generation Technology allows personalisation – appealing App can be used on the go Influence of blogging – image dependent
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People may be too trend focused to care May limit decision making Not sure how to execute Wide range of combinations May be expensive Already some services available that people choose not to use Time consuming
Opportunities Threats
New technologies are expensive Threats of already existing competitors Lack of interest Time consuming Start up brands aren’t always accepted High street brands wont change – will people ignore the current trends?
Politics Economic / Environmental
Recent change of trading hours Compulsory recycling laws enables major retailers to save cost on materials Government push for growth of town centers to drive sustainability
Environmentally conscious Reduced packaging Responsibility to build social image Sustainable means of operating
Social Technology
Wider population need to be addressed Diverse/cultural market Retail industry affected by trends Increasing trend for online sales Trend – building bridge between online and offline
Can reach a larger target market Integrating tech/ social media Can transfer information at high speed Can change the shopping experience
A S.W.O.T and P.E.S.T analysis were conducted based on this service to highlight the pros and cons that could come with it. As can be seen by the results, there are explicit strengths that come with the service, for example, it being interchangeable and resulting in less waste per year. But the service also comes with its disadvantages, such as the fact it could be expensive and the trend focus could mean that consumers may not be willing to change their selection process when it comes to clothing. However, overall there is a noticeable gap in the market for this particular process that a wide number of individuals could benefit from.
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SUMMARY 67
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- David Johnson (2013)
“Like death and taxes, there is no escaping colour.”
Colour is the first thing other people notice about a person, and its impact is immediate and long lasting. Ones fashion colour choices say a lot about the image someone is trying to portray and how they feel about themselves. Within seconds of meeting someone, others will respond to the ‘colour messages’ flashed by your clothes; different colors can make people feel a certain way. Other important considerations are how appropriate the colour is for the location, occasion, time of year, age and of course, ones natural coloring. Individuals are all influenced by color every day, whether they realize it or not. As this report outlines, there is a current lack of knowledge about colour around the subject of what colours suit individuals, and this needs to be altered. People need to be more aware of what colours suit them specifically, rather than just being influenced by celebrities and keeping up with the latest trends. To do so, a service needs to be created, which allows individuals to recognise which colours suit them best in regards to their own personal colour combinations, and to also guide these individuals as to how to style the latest trends so that they are suited best to them to make them look and feel more confident. Understanding your personal palette and how to surround yourself with your best colours, in your clothes and your home, will make you feel good about yourself and send your confidence soaring – looking great is an inevitable by-product. 69
Come
What es Next?
As outlined in the Creative Concept sketchbook, the finalised idea is to create the brand ‘Your Colour Matters’ and execute the technologically advanced colour consultancy service as an immersive store, in order to grab the attention of walkers by and make individuals acknowledge the power of colour. The attraction of the oddly shaped, colourful store will intrigue consumers and get them talking about the brand; the precise attention a newly emerging brand needs as it lacks the clout of an established name that can influence consumers. The initial aim for the brand is to make people aware of the impact colour has by immersing them into a colour filled environment. This will get people acknowledging the power of colour, and will hopefully make them look differently at the way they choose to encompass and interact with it through the way they present themselves, thus leading them to colour consultancy. This in turn will allow consumers to look and feel their best through the power of their clothes. The intention is to excite the consumer about colour and only then get them thinking about wanting to better the way they dress; in turn leading them to purchase the service and subsequently the app, and hopefully share their own journey with others along the way, in order to raise brand awareness and the benefits knowing their colours has implicated on them. 72
Fig 17. States Of Mind (2016).
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THE AUDIENCE 75
76 Fig 18. Generations (Alle Ideen, 2016).
As previously mentioned the consumer will be split into three sectors; the young adults, the middle aged women and the older women. Consequently, the platforms in which these consumers are targeted will differ, as the way the brand is promoted for the younger consumer will not coincide with the interests of the elder consumer. For instance 73% of people aged 18-29 uses Instagram, in comparison to just 6% aged 65+ (Tech Insider, 2015). Therefore different platforms will be used to target as broad a range as possible so that all age groups are able to use and be made aware of the service. The brand will not only cater to new consumers but also the current colour consultancy consumers who may also find the current methods of fairly out-dated and are seeking to find something more advanced. Therefore the audience will be a wide variety of
consumers who will each take different interest in the brand and get different outcomes from it. After extensive consumer research, interviews with different consumer ages were conducted, alongside an online questionnaire (see Appendix 9) to gain further insights into how best appeal to the different demographics.
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Insights for Channels The results from both consumer research and interviews gave key insights into which platforms would be best suited to target each consumer category. These, in combination with the cultural calendar were starting points for the channels that will be used to promote the brand. The promotion will be primarily technology based, in keeping with the innovative impression, which the brand will seek to embody. This is due to the fact the brand needs to stand out from current colour consultancy brands through its technological platforms. One insight was that the use of online dating apps has also risen dramatically over the past two years (Forbes, 2016), with people of all ages now using the sites. This could be used as an advertising strategy for the brand, as consumers will be seeking to look and feel their best whilst trying to find a potential suitor in this competitive world. As women spend 30% longer getting ready for a date (Fashion Journal, 2015), this is a key way for the brand to advertise the importance colour has on the way one looks as consumers will not want to come across as drawn and fatigued when first meeting a potential match, and so knowing their correct colours will be vital in looking their best. 79
Instagram OPTIMAL POSTING DAYS: Su
M
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Th F
Sa
Fig 19. Demographics and Social Media (Tech Insider, 2015)
OPTIMAL POSTING TIMES: 2am, 5pm, 10pm
AUDIENCE: 23%
23% of all Internet users are on Instagram.
22% of men and 29% of women who use the Internet are on Instagram.
AGES: 18-29 30-49 25% 50-64 11% 65+ 6%
73%
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Facebook OPTIMAL POSTING DAYS: Su
M
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W
Th F
Sa
Fig 20. Demographics and Social Media (Tech Insider, 2015)
OPTIMAL POSTING TIMES: 9am - 7pm. Specifically 1pm and 3pm. AUDIENCE: 71%
71% of all Internet users are on Facebook.
66% of men and 77% of women who use the Internet are on Facebook.
AGES: 18-29 30-49 50-64 65+
57% 73% 63% 56% 83
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Additionally, the use of social media has also dramatically risen over the past few years, with 94% of teens now going online daily (PEW Internet), and Instagram being the second most popular social media, closely behind Facebook. Therefore, this may be the best platform to advertise to young adults on in order to grab their attention whilst browsing online. The rise in social media especially in teens means that more and more people are sharing what they buy and are more image conscious than ever. I am therefore taking this into account while devising my media marketing strategy, whilst also considering what medias are used most often throughout the varying demographics. As outlined in the apposing diagrams, it is clear to see the differentiation of usage of social media platforms amongst the varying age groups. This therefore indicates that Instagram would be the best platform to target 18-25 year olds, while for the 30-49 year olds; Facebook would be the best option. As for the elder demographic, it shows a lack of interest in social media, meaning that a different advertising channel may be appropriate for this age bracket.
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THE
Timing
When thinking about the timing of the brand launch, all three consumer categories have to be taken into account as it will have to be a time that suits all consumers, or staggered throughout the day so as best to target them.
1pm will be the time of the Facebook launch as this is the optimal usage time of the social media site. This is an ideal time to target the 30-45 age group, as they will be on the site whilst on their lunch break while they have a free minute to themselves.
Insights from retail purchasing habits has lead me to the conclusion that the launch will occur during the summer months as people tend to shop less during colder months with bad weather (Mintel, 2014). Research also suggests that Wednesday is the best day for clothes purchases as it is not as busy as the rush of the weekend, yet the doom and gloom of Monday morning has since vanished (Marketplace, 2014). The brand launch will therefore take place mid-week between May and September, so as to avoid the colder weather situations, and also to avoid fashion weeks, as the brand is not trend lead and therefore will stand as a separate brand from other fashion houses. The promotion of the brand will consequently take place into the run up of the brand launch. These staggered promotional platforms means that consumers will more than likely be targeted one way or another through each of the platforms they use.
The Instagram promotion will lau as this is the time of day when the peak usage and therefore the optim get the consumer to see the promo 88
Further inspiration for the launch of the brand was taken from the H&M X Alexander Wang pop-up shop which appeared suddenly overnight in order to grab viewers attention as they took their normal commute to and from work.
Inspiration for the television-advertising launch has been taken from the launce of ‘This Girl Can’, who managed to reach 84% of housewives by promoting their campaign in the adverts of Coronation Street, reaching 8.4 million viewers. I will therefore advertise the promotional video during the adverts at 7.45pm in order to grab viewer’s attention whilst watching TV.
ion will launch at 5pm, y when the app is at its re the optimal time to e the promotion. Fig 21. Timeline of Timings (Own Image, 2016)
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ELOCATION
92 Fig 23. Westfields (2016).
Fig 22. Westfields (2016).
After vast research it was decided that the store would be situated in London’s Westfield shopping centre. This is due to the large footfall of over 27 million per year (Westfield’s Official, 2015). Also, the mix of both high and lower end retailers means that it sees a variety of consumers, yet offers more exclusive atmosphere than the tourist-ridden Harrods or Selfridges. This location also means that the odd creation will stand out more in comparison to the already statement-filled destination stores. Furthermore, as Westfield’s isn’t so much of a destination spot as other previously stated shopping centres, meaning the consumers who come purely for the service will have had to have seen the promotional advertisements or have heard about the store through word of mouth or social media to visit; a good way to track if the brand is a success. Additionally, this location would be more appealing to the younger audience as it doesn’t boast expensive price tags in the same way Harrods or such does, meaning consumers would be more likely to come and see what the brand has to offer. 93
CONS
ROUTE
SUMER TE TO
“Spend money on experiences. The experiential has really gained a lot of value over the years,” – Pam Grossman (2014). The experiential factor will play a vital part within the launch and raising awareness of the brand and service; from the immersive colours of the shop to stopping people on the street via virtual screens – the key is that the innovation shines through and the audience are captivated and enticed into knowing more about colour suiting. The main platform for all the consumers will be the ad-campaigns showing both the before and after of individuals wearing outfits of colours that do not suit them and colours that do, so that the viewer is able to see the impact colour can have on the way one looks. Although the advertisements may be similar and share the same message, the platforms, as previously stated, will differ. However, after the initial viewing of the brand promotion via different platforms, the consumer journey will remain the same, with only slight variations if the consumer decides to share their story on social media. The consumer journey will look as follows:
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Fig 24. Route To Consumer (Own Image, 2016).
TINDER The Tinder advertisement will appear in usual tinder format, with the chance for consuemrs to swipe left or right for colours they do or do not like. It will be advertised as ‘your date matters’ instead of ‘your colour matters’ as this slogan will be more likely to get reactions from consumers. There will also be a ‘It’s a Colour Match’ feature, to keep in tone with the apps voice yet add some humour to the brand. This feature will match up one of the consumers Tinder photos with the colours they suit in order to give them an insight into which colours look best on them and encourage consumers to find out more. It will also feature exclusive discount codes for date venues; from restaurants to the cinema. 100
Fig 26. Instagram Mock Up (Own Image, 2016).
Fig 25. Tinder Mock Up (Own Image 2016).
Each of the different advertising strategies will promote images of before and after shots and also a countdown and the chance for consumers to win exclusive offers in the run up to the brand launch in order to gain consumer interest. The idea is that each of these different platforms are showcased in the run up to the launch of the pop up, sending people to the website, but not revealing the location of where the store will be as this will be a surprise to the consumer. The promotional tools will continue to be used once the pop-up is in place, but the initial launch will create a build up of excitement, as the consumers will receive hints about what is set to happen.
INSTAGRAM A promoted image that appears on everyone’s Instagram is the best way to do this as it will appear on the consumers feed whilst they are scrolling through, and hopefully the vibrant colours and intriguing imagery will draw viewers in and get them to head to the brand website to find out more. The promotion will pop up a few times with different images such as behind the scenes or the promotional video the brand will also be using, but not too many times so as to bombard and irritate the consumer. The account could also feature promotional offers to initially draw customers in and add desirability. The image could specifically target similar colourings to the user so they are able to relate more specifically to the advertisement.
Fig 28. TV Mock Up (Own Image 2016).
Fig 27. Facebook Mock Up (Own Image 2016).
FACEBOOK The Facebook promotion will appear in the form of the promotional video; either of the before and after advert, with inspiration taken from Tom Fords S/S16 catwalk show, or of the consumers getting shocked by the virtual screens talking to them, with inspiration taken from Circle Agency’s Maxinutrition advert. Facebook videos now get more reach than any other post on the network. Videos are undoubtedly effective as a visual storytelling and marketing vehicle, and Facebook offers the largest possible platform to tell your story to target audiences around the globe (Forbes, 2015). Therefore this platform will have the widest consumer base so in order to grab peoples attention the shock factor will play a key part.
TELEVISION As previously mentioned, the TV advertisement will appear in the 7.45pm advertisements on ITV1 so as to capsulate the attention of an older demographic, particularly older women (55+). Again, the advertisement will take viewers straight to the website.
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The Website The website is therefore the initial platform all consumers will be lead to after seeing the promotional campaigns, it is only on the website that the location of the store is revealed. Consumers will have a chance to post on social media about the brand before the store is even launched, as the website will reveal the fact that three people who do so with the hashtag YourColourMatters and a reason why they should be selected, will be in with the chance of winning free colour consultancy. This promotional method is a way to entice people into the brand and get them talking about it before the actual launch, creating a buzz around it. After the launch the website is then more for the elder client who may not have a smartphone, and also as a tool for people to look at the brand after seeing the advertising campaign.
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Fig 29. Website Mock Up (Own Image 2016).
The store entrance (see Sketchbook) will all appear overnight so as to shock the consumer. This keeps up the element of surprise and will hopefully attract more consumers due to the odd yet enticing shape; walkers-by will want to know what is inside the unique yet attractive entrance. The immersive space will indulge consumer into colours to create lasting impact and a unique experience for the consumers. This element is to firstly get consumers aware of the impact colour has and the importance of using the right colours to feel and look their best. After consumers have been immersed into colour the store will lead them to small rooms which feature virtual mirrors which will be used to detect the individuals colours and allow the consumer to virtual try on clothes and compare between colours, and advise consumers on how best to style certain looks as best to suit them as an individual. Once the consultancy has ended,
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Fig 30. Immersive Colour (Architects of Air, 2016).
The Store
consumers will receive a unique code to scan into the app so that the app can detect the users unique information from the QR code they have received. The consumer will also have the opportunity to live feed from inside the pop up, showing their virtual-self in their bestsuited colour and share it with their friends. They will also have the opportunity to have a print out of their best colours if they do not wish to purchase the app or do not have access to it. Various bloggers and vloggers will also be invited to the launch of the store so as to feed back to their followers and entice them to have their colours done too, as (as previously mentioned), bloggers are some of the most impactful people when it comes to fashion advice. Therefore, to gain there interest and for them to enjoy the experience would encourage their followerbase to try it out too.
Fig 31. Virtual Mirror (Daily Mail, 2014). Fig 32. Rainbows (My Modern Met, 2016).
Fig 33. Commes Des Garcons (2003).
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The App
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Fig 34. App Usage (Own Image, 2016).
One of the main features of the brand will be the app, with consumers being able to use it with or without having had their colours done. The app will act as a right hand man to the consumer, with help and advice being available any time they need, via a 24-hour personal stylist service. If the individual has not had their colours done they will be asked to answer a series of questions once downloading the app. They will also be required to take a photograph of themselves so that the app can capture their unique colouring palette, although this will be more of a rough guide than the proper consultancy. The app will be more accurate for those who have had their colours done, and they will benefit more from it by receiving exclusive offers and discount codes, after collecting points every time they wear something that suits them. The consumers will gain the points after taking a selfie of them wearing their outfit, and the app will calculate if the colours look good or bad – the better suited the outfit, the higher the points. These points will then add up to rewards for the consumers, to be given when wearing the right thing. From compliments to discount codes, to vouchers to exclusive tickets to fashion shows and so on; these will differ depending on the consumer and their interests, as for an older client it may be a theatre ticket or so on. The idea is to not neglect the consumer, and always keep them interested in the brand and the next thing it has to offer.
The idea is then that consumers will get reactions from their friends/family/ colleges about how great they are looking in that colour, and the consumer will tell them about the product. As word of mouth is one of the most influential marketing tools, this is exactly what the brand is hoping for. The consumer will also be able to share their selfie via social media if they want to with the hashtag ‘YourColourMatters’. This will therefore raise brand awareness as well as online presence and hopefully make more and more consumers aware of the brand. The app will also be on hand for consumers to look back at their colours whenever they please, and will allow them to store outfits they like and browse through clothing sites via the app, with the app making suggestions for the consumer. It will also allow consumers to take photos whilst out and about of outfits they like; be it in advertisements, on people or in window displays, and the app will say whether or not the consumer would look good in it, or advise them how to style it best for them, or offer alternative colour choices for the style. The app will also give consumers cheaper options of where to buy the clothes from, if there are less dear alternatives that could be useful to the consumer. However these stated options will only be available to consumers who have had colour consultancy via Your Colour Matters. 108
MEas succ 109
asuring ccess
Success will be measure primarily with basic and easily measured quantitative methods. For example, by how many people visit the store, how many people share about their experience, and the number of points people collect on the app to see if consumers take into consideration what colours suit them, instead of just using the service and brushing it off and following trends. It will also be seen in brand awareness and how successful the brand is in terms of revenue as well as a well-known brand name.
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nd Future 112
Fig 35. Rainbow Panorama (Unsplash, 2016).
If the brand is successful and takes off as planned, it will soon expand into other cities, with each store offering a different immersive experience so as to keep consumers interested. The London store would also change the experience inside as once the shock and excitement has diminished, the brand will need to find a new way of enticing consumers. Your Colour Matters will also expand in the future so that it becomes the one-stop-shop for all colour and clothing advice; from hair to make up to body shape, all of these ideas will eventually be incorporated into the same branch so that the consumer gets honest advice from one place that they can rely on and use forever.
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JUNE Your Colour Matters advertisements will begin to appear on a number of social media platforms to raise awareness of the brands up-coming launch and giving them a glimpse of what is yet to come.
JULY The immersive store will appear in London’s Westfield shopping centre, with an attention-grabbing entrance and indulging environment it will not want to be missed. Bloggers will be invited to the launch so as to entice their follows to follow in their footsteps and have their own colour consultancy. AUGUST Your Colour Matters will constantly be complimenting its consumers by offering them unique discount codes and exclusive offers based on their unique personality. SEPTEMBER One of the promotions available will be tickets to London Fashion Week - an insight for consumers to keep promoting the brand in order to try and win them.
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OCTOBER An expansion will take place to other cities including Manchester, Birmingham, Edinburgh and more. Each store will have a different immersive colour environment so as not to lose consumer interest. NOVEMBER The stores will feature new technologies that allows the consumer to live stream their experience in order to share what the process involves and gain new brand attention. DECEMBER The atmosphere within the London store will alter so as to keep up consumer interest - it may change to offer other services such as a spa to keep up the idea of looking ones best, or it may be a new colour immersion experience. JANUARY The brand will expand so as to now offer styling advice based on colour and body type, so as to be the go-to for fashion advice. FEBRUARY The brand will hold a pop up at Fashion Week to give people colour consultancies or styling classes in between shows. This will entice new consumers and also show people the importance colour has, and also raise further brand awareness. MARCH The brand will adopt hair colouring advice, and may branch out to have a concession hairdressers. APRIL The brand will continue to keep its loyal consumers up to date with the latest offers and tips to suit them as an individual via both social media and the app. MAY Your Colour Matters will reflect on its success over the past year throught the recapping of sales that have been obtained throughout the year and the brand awareness, and plan how to continue with the brands success in the years to come.
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