Danielle Bruce, Courtney Heary, Victoria Koydl, Ngadi Vandy, Jasmine Thomas
a lone rose SS17
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.
Age: 20 - 35 Income: 22k + Qualities: Independent, Intelligent, Humble Interests: Reading, Exhitibions, Family, Cooking Shops: & Other Stories, Zara, COS, Topshop, Mango
The types of products sold within the â€˜a lone roseâ€™ 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 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.
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
Roll out to regional stores
17/02/2017 18/02/2017 04/03/2017
Roll out to University Cities
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.
Leeds Trinity Birmingham Bullring Selected London Stores
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
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.
Magazine ads; Vogue, Elle, Oh comely, Betty, The gentlewoman, Lula, Kinfolk. Inclusive of independent publications aimed at the modern woman.
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.
Spend over £50 get a free notebook for the first month, other than that promotion would come through on the sparks card.
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