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Danielle Bruce, Courtney Heary, Victoria Koydl, Ngadi Vandy, Jasmine Thomas


a lone rose SS17


people

The main demographic of M&S is stated as a middle class, 50 year old women. Arm in arm with that very demographic is a smaller group of 20+ women that are still living with their parents as a result of financial insufficiency. These 20 somethings have been introduced to M&S through their parents, and have grown up seeing the quality, value and respect, but aimlessly seeking for their place within the brand.


people

Age: 20 - 35 Income: 22k + Qualities: Independent, Intelligent, Humble Interests: Reading, Exhitibions, Family, Cooking Shops: & Other Stories, Zara, COS, Topshop, Mango


product

The types of products sold within the ‘a lone rose’ collection will be edits of their most considered, refined and modern pieces, all selected from the existing 6 womenswear collections at M&S. We will also create a small line of simplistically designed impulse buys with a lone rose branding to help solidify the brands identity away from its affliation with m&s.


price

Price Range: £15 - £150

a lone rose

The price range we have selected from the collections range of £15 - £100, with customers paying £35 for denim, up to £100 for a coat or £15 for a basic t-shirt. Competitively priced amongst its high street rivals, a lone rose will have the benefits of M&S quality paired with a refined and demographically tailored brand experience, aesthetic and ethics.


place

Beginning in Covent Garden, a lone rose will be popping up in prime hotspots across the UK including Trinity Leeds and Birmingham Bullring. The pop up will be present for 2 weeks in March, and the label will then transition into regional flagships stores across the country. The considered edit of selected staples will be available online, with its own separate branded webpage, embodying the a lone rose identity and providing the demographic with a digital destination.


process A Lone Rose Launch Social Media Presence Launch Party

01/02/2017 01/02/2017

Roll out to regional stores

17/02/2017 18/02/2017 04/03/2017

Roll out to University Cities

11/03/2017

Pop up in Covent Garden

Uni Cities Newcastle Bath Nottingham Sheffield Liverpool Brighton

From a store perspective, a lone rose to be seen as a whole entity separate from M&S. The service is delivered by handwriting who you were served by on the receipt, wrapping products individually in tissue branded packaging. On the shop floor there will be a limit of one of every size as this encourages customer interaction and provides a higher level of service. The ability to purchase things online will broaden the reach of the edit.

Regional Stores

Leeds Trinity Birmingham Bullring Selected London Stores


promotion

Visual merchanding

The independent VM will help to differentiate ‘a lone rose’ to the rest of M&S, this is the clearest form of visually communiting its individuality

Branding

Although it is a part of M&S, the ‘a lone rose’ branding is tailored to a neglected demographic, and therefore is imperative to succeeding to appeal to a certain target market.

Advertising

Magazine ads; Vogue, Elle, Oh comely, Betty, The gentlewoman, Lula, Kinfolk. Inclusive of independent publications aimed at the modern woman.

PR

Utilising influencers in a tasteful/ subtle way by not brandishing them across social media or relying on them. Doing this by having a selection of bloggers contributing monthly to the ‘a lone rose’ blog.

Sales Promotion

Spend over £50 get a free notebook for the first month, other than that promotion would come through on the sparks card.

Social Media

Own social media handles. We avoided Twitter due to its decline in popularity. Instagram, Pinterest, Youtube, Facebook. Emphasis on the Edit actively creating original content of a high standard.


packaging shopping bag


physical evidence keepsakes


physical evidence event

drinks menu alcoholic Rose Water Cointreau Fizz Chamomile Honey and Whiskey Cocktail Honeysuckle Tom Collins Raspberry and Scented Geranium Sour Cardemom Rose Cocktail Sparkling Rhubarb and Flower Cocktail

non alcoholic all drinks can be made non alcoholic


physical evidence bloggers & invitation

dear arden rose, Step into the garden and discover a lone rose experience; a destination for the modern woman to be found at marks and spencers. we invite you to the launch of our spring and summer collection on the seventeeth of February at Convert Garden.

with love, x


physical evidence pop up store


physical evidence postcard


physical evidence store interior


physical evidence receipt


physical evidence website


physical evidence website


a lone rose

the modern, humbled and headstrong twenty first century spirit

Marks and Spencers rebrand proposal  

An edit proposal for Marks and Spencers called; a lone rose. Targetted at the young adult.

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