Customer Profile

Customer profile for D lingerie.
ACORN TYPE ABCD WEALTHY ACHIEVER, AFFLUENT GRAYS,Flourishing Families, PROSPEROUS PROFESSIONALS.

• Demographics
Age: My customer target is encompassed in the 20 to 40 age range. These are ages at which the former finds herself beautiful, wants to highlight her originality whilst the latter more mature target may need to be reassured about her beauty and hence needs thing to have the perfect fit. Since my brand is made to measure the people it targets has a wider and more comprehensive range of people that include people that NEED my product (e.g. maternity, or mastectomy patients)

Income: She is a Wealthy achiever and falls into the My target customer has a high disposable income and tends to spend it on herself; she is not affected by the credit crunch. She is in a good family situation, has famous parents or is a famous or popular person herself.

Gender: Female
Education level: She is highly educated and knows about the new technologies and their benefits, she is an expert in her field and is technology savvy

• GeoDemographic

Location:
She is likely to live in trendy areas and capitals London being most popular but she travels around the world and has home bases in her preferred cities. These can include

The main characteristic of my target customer is that in what ever field she is in she is an innovator a trendsetter. Someone people aspire to be and look up to. She is looked at and in the public eye.

Interests she is very highly interested in fashion and it is potentially her profession, she can be a lingerie buyer, an “it” girl, a royalty, a celebrity, she needs to feel good and feel like something somewhere belongs to her and only her.

Lifestyle: She leads a hectic lifestyle and enjoys the rush but finds time to travel, relax unwind, go to the spa, she gets special treatment wherever she goes. My younger target market is very much into the clubbing scene and is quite a trendsetter.

Purchasing behavior
She is likely to buy into Veblen goods if she finds she is getting value for her money or simply if she is drawn to them. She can buy on impulse when it comes to clothing. But most of the time she wants to buy the good stuff.

Attitudes: she is a high profile person and is willing to pay the price to be treated that way.

Packaging

Fiddling with photoshop this is the packaging I want for D. Lingerie



It is a simple wooden box with kraft coloured gift filling.

On the inside of the cover there will be the logo along with the slogan and the number of the garnment will be discreet on the outside of the box, it should look a bit like this (with the garnment inside).

I want to make the packaging as discreet as possible in order to remain the exclusive feel of the brand.



Along with a little personal note inside the box. This makes the customer feel a direct connection with the brand and reinforces the fact that they have purchased a unique high end luxury good.

Main competition

Rigby and Peller

Why D is better?
Younger target audience
More of an arty take on things
state of the art technology: bodymetrics
Trendy
Reputation
Materials

Comp Shop Group Exercise: Luella

Our Group: Emete, Sarah, Megan, Reanne
Our Brand: Luella
Here was my slide in the presentation:



And we sure had a lot of things to say on Luella Bartley, that's simply because she is so cool!

Brief Intro (just in case no one else has it)
Luella Bartley= London based designer
-Central St. Martins Alumni
- One time British Vogue editor, Luella started her career at The Evening Standard
-she launched her playful signature label in 1999. 'Daddy I Want A Pony.' low-key, yet stylish and had a strong British theme behind it, which proved popular with the fashion pack.
- “Daddy, Who Are The Clash?” her 2000 show was one of the most anticipated shows of the week, and featured The Clash and Kate Moss as eager audience members.
- Her funky rock 'n' roll, punky edge was a huge success and made Luella the new queen of quirk. By her third collection, she had taken the rock theme even further and used inspiration from The Clash’s Paul Simonon’s comment that ‘pink is the only true rock ‘n’ roll colour’.

What is your brand saying?

When she did decide to launch her own label in 1999, she said she designed 'the kind of clothes you can get drunk and fall over in'. They emerged as refreshing and edgy as they were girly and wearable - clothes that could be whipped on straight from the catwalk, which gained her a cult following amongst the young and trendy.
Bartley has been delivering effortless street-chic season after season. Her eternal muse is the rebel Brit “It” girl who can’t help but be adorable in her pink button-down shirts tucked into skintight jeans or layered under Bartley’s favorite striped sweaters. Bartley mixes themes with élan: punk motorcycle jackets with gingham skirts; little black dresses with pearls for polka dots; preppy navy, red, and white. Add to this Bartley’s always in-demand accessories lineup of cool leather bags and shoes.
The Look is basically: Squeaky-clean badasses and pretty punks.

It girls and hip kids following the lead of Kate Moss such as Alexa Chung, Lily Allen or Agyness Deyn are adepts of Luella’s vibrant colour bold prints, eye-catching accessories, dress up jewellery and overall British granny on acid designs.

She is said to have stylishly brought back the mod teenager. Wearing Luella reflects trendy girl British eccentric or messed up ladylike royalty.
Video links to integrate into PowerPoint:

Luella Show and the IT kid CORY KENNEDY


style.com SS09 FASHION SHOOOWWW

Off question info I found useful if we want to make an opening onto how she isn’t just the Luella brand.
Her big 'break' so to speak, came when she designed a hugely successful range for Mulberry, which every model carried down the catwalk and then went on to become one of the brand's biggest sellers for years to come.
Now an established talent, Bartley has settled in Cornwall with her three children and partner, in addition to designing one-off collections for Sony, MAC and O'Neill. In 2006 Luella was selected to launch Target’s Go International line, which saw her create a teenage line for the USA store

Technology I want to use for my lingerie

To ensure my customers get the perfect fitting lingerie I will use Bodymetrics technology.
Video below shows what it does.
It was used in Selfriges. It might be one of the factors contributing to the USP of my brand: made to measure lingerie for your body.
PS: I think I found a brand name...

Edwin's task 2

The brand I chose is called:
LOCHER’S



Context: Locher’s is a Parisian pureplay retailer specialising in Clothes and accessories. It is utterly tongue in cheek and cheeky. Nicole Locher's line features adorable tops and accessories, that all semi-secretly have dirty little messages hidden in the embroidery and design.Its website is at the brand’s image playing on the sweet but dirty theme. It has no store and only retails online.The T-shirts retail at around 45£. There is the possibility to subscribe to their newsletter.



Recommendations for giving physical presence to the brand:

• Brand strategy (Target market, positioning …)
They should keep the same target customer the 18 to 25 cheeky quirky fashion savvy girl. The positioning of the brand as unique well crafted tongue in cheek pieces shouldn’t be changed and their location should not be too widely advertised in order for it to keep its indie edge.

• Brand proposition (products, services, ‘shop’ characteristics)
The products should remain the same but it might be a good idea to expand in clothes alltogether instead of just Tshirts. My suggestion to continue with the theme would be embroided little panties and socks (perhaps little camisoles and triangle bra's too) keeping the same saucy and cute designs.

I believe the physical manifestation of the brand should be either a cute shop in an indie location in Paris such as Bastille (in the 11th arrondissement) or in London in Brick Lane. The shop should be boudoir inspired to fit the designs and perhaps have a little bit of a cheeky edge to it. This could be achieved through the shop decoration (with pin up posters in unexpected places such as the changing rooms) or wall paper with hidden sentences…Shop staff can also help exude the brand image by speaking in a certain manner and making the shopping experience worthwhile. The products should be displayed in a girly and attractive manner to make it look like a girl's dressing box.
The services in store should perhaps include tippings on where to get pole dancing, strip tease and cooking lessons.


• Brand expression/communication
The way in which the brand should communicate its launch of a boutique should be through female lifestyle magazines, internet podcasts and banners in Lifestyle internet newsletters such as DailyCandy.com and blogs it has already been mentioned in as well as through its newsletter. I find that the appeal of this brand comes from the fact that not many people know about it and this contributes to the surprise effect its t shirts and jewellery create. Too much advertising and promotion would not benefit the brand’s longevity.

Customer Profiles from Videos on Blackboard

Video 1-5 graduate:
What I would sell: bathroom products, beauty products, career services, career clothes, cheap phone services and operators, organic clothes food beauty products, ready made meals, gig tickets
How I would communicate: radio, TV, mail, text messages, online, public transports,
What messages I’d send: be active and get your career started, beauty tips, best phone deals, be organic.


Video 6-9 party girl:
What I would sell: beauty products with nice packaging and catchy slogans, clothes indie exotic stuff
How I would communicate: radio, internet, bus, pubs, outdoor
What messages I’d send: exciting, sexy, posh but value for money, unique, saves money

Video 10-14 professional:
What I would sell: health supplements, travelling agencies and airlines, men grooming products, children products, quick and delicious breakfasts, trusty babysitters
How I would communicate: train ads, quality newspaper, glossies, Sunday supplements, regional’s, radio, broadsheets, outdoor adverts, supermarket ads,
What messages I’d send: time saving, latest news always, be updated, be aware, be quick, take time out, relax, unwind

urgh

seems like recession will be hitting my market...

But I think its still worth it. The luxury market may suffer but what I am proposing is both a service and a good intended for people that are still currently not worried about their spending.

Targeting Customer for my idea

Sex: Female, Homosexual or Metrosexual male

Age range: 25 to 60 (because its harder to find nice lingerie that fits when you are older)

Body type: any.(made to measure product)

Demographics:

Worldwide: fashionable cities(New York, Rome, Paris, London, Milan, Tokyo, Los Angeles, Hong Kong, Las Vegas, Singapore)


and I'll add Moscow and Dubai even though they only make the top 25 because I believe in their luxury markets.

Inspired? ...Brainstorm.

How about:
-type of good: VEBLEN GOOD (yep going for the people that are likely to coin phrases such as "Recession? what recession?" or "I looked everywhere but couldn't find a CreditCrunch chocolate bar"

-Product: made-to-measure lingerie
-uber exclusive
-understated packaging (to imply only people that know about it actually recognize it) delivered to home
-pureplay retail
- but fitting in a company studio designed for this purpose( and equipped with a body metrics machine (as seen in selfridges) or staff going to the clent's place(for the experience)
-restrained advertising (not for the masses so very dependant on word of mouth and PR) (perhaps on websites such as www.asmallworld.net)
-customer target: very wealthy, celebs,royalties, people that usually go get portraits of themselves (I'll elaborate on why that's a criteria later)

re-reading this, it all kinda sounds like a crazy idea...let's see how much sense i can make of it. i already have a lil ad speech written out but that's my lil secret until i figure out how to make stuff fall into place. (plus i need to find the tiny scrap of paper i wrote it on.)

Bloggwatching

New blog (well technically website) watch alert. I m addicted (and subscribed)to adrants.com.

cynical......]
sharp........]-comments on ad campaigns
fun...........]

anyways ch-ch-check it out!

http://www.adrants.com/2005/03/american-apparel-ad-campaigns-dance-with.php

Inspiration ad 3

again by wonderbra using a pin up burlesque artist (in their case dita von teese) is quite a good idea too, less realistic for my "homemade video" framework though...

Lingerie ad inspriation 2

I think it is funny, catchy, suitable for different types of audiences. This one is a DEFINITE FAVORITE, I want to use a similar concept for my ad. I would like to use things that imply rather than show which would enable me to show my ads in more places...Saying this however I realize that it wouldn't have the same effect as Aubade Lingerie ads have had (I wrote about them an earlier post) But maybe it is a bit too tacky for what I want my brand to reflect...as well as my target market. But the concept can be used...maybe with jewels in suggestive shapes?

Inspiration.lingerie ad 1

first try at making an online survey

http://www.freesurveysonline.com/fso/AskSurvey.fso?Survey=16155&CheckID=13875

CS Framework

100 Words on Mr Cruise

From Idolized sex symbol to most famous face of the scientology church. How is it that Mr Tom Cruise continues to intrigue or irritate?At least he gets attention?

Talking of which it seems to have become trendy to loathe the fellow.

Somehow, the constant "coincidences" between an event in his "personal" life and the release of his movies just have to make anyone, even in the flyover states, raise an eyebrow.A wedding, a new girlfriend, a baby- always in combination with a new release.

Coincidence 1: Sought out Katie, went beserk at Oprah, proposed in Paris..etc.; War of The Worlds

Coincidence 2: Baby Suri; MI3

Some find him hypocritical. I don't particularily care, I like the way he dances in Risky business and the way it was so cult that ads (guitar hero for example) had fun replicating it.

Acorn Profiling. NW1 7ET

Often, many of the people who live in this sort of postcode will be affluent urban professionals living in flats. These are known as type 15 in the ACORN classification and 1.17% of the UK’s population live in this type.
Neighbourhoods fitting this profile are found primarily in London (Wandsworth, Hammersmith and Fulham, Merton, Kensington and Chelsea, Richmond-upon-Thames and Ealing) as well as in Oxford, Cambridge and Edinburgh. Here is an overview of the likely preferences and features of your neighbourhood:

• Family income:Very high
• Interest in current affairs:Very high
• Housing - with mortgage:Medium
• Educated - to degree:Very high
• Couples with children:Low
• Have satellite TV: Low

These people live in affluent urban areas, where large attractive houses have often been converted into flats. Whilst many do own their home, the proportion of rented accommodation is relatively high. People in this type are very highly qualified; one in four have postgraduate and professional qualifications. They work in professional and senior managerial occupations, with many spending very long hours at work. Most residents are either young singles or couples. There are very few children and those there are tend to be under five, which suggests that young families move on from these areas. As one of the highest earning types, they have relatively high disposable incomes. They invest in a broad range of products including high interest accounts, ISAs, and stocks and shares. They are comfortable using the Internet to do their financial research. In the winter, this type is the most likely to go skiing. They will then take at least one other holiday which is usually foreign and often far flung. When at home they take advantage of the range of theatre and arts available to them from living in the city. They also enjoy good food and wine, both at home and in restaurants. They are interested in current affairs and are very likely to buy a daily paper, which they probably read as they commute to work. They usually choose from The Guardian, Independent, The Times and Financial Times. At the weekend they like The Sunday Times and Observer.

This is a description of the type of neighbourhood to which this postcode has been matched, it is not a description of the postcode. The overview describes characteristics frequently found in these neighbourhoods. Since most postcodes include a mix of people we don’t expect everyone there will fit the description perfectly. Learn more.
You should not base important decision-making on the ACORN classification alone. ACORN © CACI Limited 2008 All rights reserved; no right to publish is granted.

Inspiration

Inspired by this "song" for my brand. I'd like it playing in the background at the catwalk of my show.