BRAND STRATEGY - BBCDbbcdcomdes.weebly.com/uploads/1/1/8/6/11866691/buddy_holly_and_the_jets.pdf// Bold and fashionable brand essence // Black and white photography // Classy and tasteful
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// In May 2009 Buddy Holly and the Jets conducted a visual audit on Myer and David Jones.
// Similar visual feel // Target a similar demographic
// Promise their best quality of service.
// Through our research we discovered that there is a significant opportunity for David Jones. This will allow David Jones to improve its market position through printed collateral.
INTRODUCTION: DAVID JONES
// Visual style is elegant, classy and up market
// Bold and fashionable brand essence
// Black and white photography
// Classy and tasteful presence in the market
// Campaigns use well known models to represent the ‘face’ of their company
// Departments portray a sophisticated well laid out appearance
// They use clean, easy to read serif typefaces in their corporate material and advertising
BRAND STRATEGY
// The major competitor is Myer, a very similar department offering a lot of the same brands and products in the market.
DAVID JONES MYER
156MILLION
MADE
2009IN 109
MILLION
MADE
2009IN
upper income earners
Serif Typeface
San Serif Typeface
Older demographic
Female Models
Female/male Models
Megan Gale
Jenifer Hawkins
Miranda Kerr
Kris Smith
Younger demographic
35-65 years
18-50 years
Middle Income earners
Compete with discount stores
65 Stores
Myer is MyStore
Emporium Magazine
Compete with specialty apparel
trading under original name
35 stores
Houndstooth Pattern
Theres no other store like david jones
1.
1.
2.
2.
COMPARRISON
17
DAVID JONES MYER
Colour Schemes Store Card
Myer One
American Express
Focus on serice
Seasonal Catalogues
Store layouts
Elegant Style unique
Quality products
Demographic
Black & White
Taglines
Campaign Models
Australian
Jingles
Style concious
Fashion concious
Uppercase Logos
Locations
David Jones Myer
NSW 15 23 QLD 7 11 ACT 2 3 VIC 5 15 TAS 0 2 SA 2 5 WA 3 6
SIMILARITIES
INTERNATIONAL
ANDDOMESTIC
PORTFOLIOBRAND
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//Similarities & Comparisons
// The David Jones catalogue does not match the rest of their brand style
// It doesn’t work in terms of colour, style of layout, not consistent
// Myers seasonal catalogue works better
// Myer produces Emporium magazine, capturing that fashion conscious audience.
// David Jones has an opportunity to not only fix their catalogue material but to also target a younger demographic through the introduction of a new fashion magazine.
DESIGN OPPORTUNITY
// By introducing this new fashion magazine, David Jones can expand their market towards the younger generation
// Important to still keep that classy look and feel that they portray so well
// The demographic is men and women aged 20-40 who are fashion conscious and have a middle to high income
TARGET AUDIENCE
// A new look and feel will change the current state of the David Jones seasonal catalogues to establish the David Jones style.
// The magazine will be mainly fashion based reflecting all the departments in store.
// This magazine will creates a new form of advertising and collateral for the brand.
// The overall look and feel for the magazinewill portray what David Jones has alreadysuccessfully achieved, a style of elegance and class.
OBJECTIVE & STRATEGY
Design Production
// Correspondence between our design team and the client// Handing over of any designed materials to the printer// Trimming and binding of the product
Delivery & Project Management
// Hand over any relevant designs and materials over to David Jones// Hand over the hard copy of the product.
Concept Design
// 40 page magazine that will work to sell the brand // Concepts will be rough outlines that will show the look, feel and approach we are taking.
Design Development
// Apply feedback from the concept stage. // Any ideas and specific directions that need to be considered for the magazine. // Begin to produce what the final outcomes will comprise of, photographers copy writers and any other outsource work.
Design Refinements
// Refinements to the produced piece and touch ups // Alterations and amendments to any finished works may incur a additional fee.
PROJECT SCOPE
PROJECT SCOPE
//Estimated Hours
//Cost Estimate
Production APPROVAL
MTG.5FINISHED
ARTWORK FA1FEEDBACK
MTG.6DEVELOPMENTSARTWORK FA2
PRE-PRODUCTION MTG 7
0.3
FINALISE ARTARTWORK FA3
ARTWORKSIGN OFF
HANDOVERELECTRONIC
FILES
50 1 40.3 20 680
BREFINGMTG 1
RESEARCHAUDIT
STG 1CONCEPT DESIGN
PRESENTATIONMTG 2
FEEDBACKMTG 3
72 1 0.386
STG 2DESIGN DEV. 1
PRESENTATIONMTG 4
STG 3DESIGN DEV. 2
120 2 80
To: DavidJones 65-77Market StreetSydney NSW2000
Job No. DJ101Job Title: CreationofPoisedMagazineDescription: Creationof40pagefashionmagazineforDavidJones
Phase 1: Concept Design
Conceptsfor40pagemagazine IncludingArticlesandPhotography Branding Design Fee: $14,000.00
Phase 2: Design Development
Modificationstoselectedconceptdirection basedonclientfeedback Design Fee: $8,000.00
Phase 3: Application of design
MagazineArtwork FinalisedLayouts Design Fee: $6,000.00 Phase 4: Finished Artwork
Creationofelectronicartworkfilesfor: Branding $1,000.00 40pagelayouts/artwork $15,000.00 Design Fee:
Outsources: Model $1,500.00 Stylist $800.00 Photographer $1,000.00 Copywriter $2,000.00 Sub Total: $6,300.00 Grand Total: $50,300.00
Date: 6/6/2010 Buddy Holly & The Jets46 Jet Way,Surry HillsNSW 2010
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//Timeline
PROJECT STAGESweek
1week
2week
3week
4week
5week
6week
7week
8
Briefing
Costing-Estimate
Concept Design stg 1
1st Presentation
Feedback
Design Development 1
2nd Presentation
Feedback
Design Development 2
3rd Presentation
Design Approval
Finished Art 1
Feedback
Finished Art 2
Pre-production Mtg
Finished Art 3
Artwork sign-off
Pre-press production
First Proof
Printing
Adjustments/final pre-press
Hand-over Electronic Files
Research Audit
TIM
EL
INE
PROJECT COST
//Estimated Hours
//Cost Estimate
Production APPROVAL
MTG.5FINISHED
ARTWORK FA1FEEDBACK
MTG.6DEVELOPMENTSARTWORK FA2
PRE-PRODUCTION MTG 7
0.3
FINALISE ARTARTWORK FA3
ARTWORKSIGN OFF
HANDOVERELECTRONIC
FILES
50 1 40.3 20 680
BREFINGMTG 1
RESEARCHAUDIT
STG 1CONCEPT DESIGN
PRESENTATIONMTG 2
FEEDBACKMTG 3
72 1 0.386
STG 2DESIGN DEV. 1
PRESENTATIONMTG 4
STG 3DESIGN DEV. 2
120 2 80
To: DavidJones 65-77Market StreetSydney NSW2000
Job No. DJ101Job Title: CreationofPoisedMagazineDescription: Creationof40pagefashionmagazineforDavidJones
Phase 1: Concept Design
Conceptsfor40pagemagazine Branding Design Fee: $6,000.00
Phase 2: Design Development
Modificationstoselectedconceptdirection basedonclientfeedback Design Fee: $8,000.00
Phase 3: Application of design
IncludingArticles MagazineArtwork FinalisedLayouts Design Fee: $6,000.00 Phase 4: Finished Artwork
Creationofelectronicartworkfilesfor: Branding $1,000.00 40pagelayouts/artwork $13,000.00 Design Fee: $14,000.00 Outsources: Model $15,000.00 Photographer $10,000.00 Stylist $4,000.00 Copywriter $5,000.00 Fee: $34,000.00 Subtotal: $68,000.00
GST: $ 6,800.00 Grand Total: $ 74,800.00
Date: 6/6/2010 Buddy Holly & The Jets46 Jet Way,Surry HillsNSW 2010
DESIGN OUTCOME
// The primary colour scheme will continue tobe black and white but also introducing a newcolour, dark purple.
// The name of the magazine, Poised, portrays a composed dignified and self assured brand that gives a nice balance to the David Jones style.
DESIGN OUTCOME
2 3
THIS SEASON’S LATEST TRENDS.SHADES OF BLACK.
I am very excited to be able to bring you the newest, trendy clothing news from the hottest designers. We also focus on handbags and accessories to make sure you have the latest news to hit the fashion scene. At www.shopbeenvied.com, we have the opportunity to review the hottest fashion well in advance of the items ending up in retail stores and I would like to share that information so that your clothes hit exactly the right fashion note. I personally review and select the brands and items that best fit the trends like Melie Bianco handbags, new Sinful clothing, or the latest Affliction creations. I am committed to communicate where the fashion world is headed and will regularly share that information so that you can buy the key pieces that will keep you on top of the trends and identify your seasonal must haves for 2009.
The Color Black! The question should be, why wear anything else? Black is easy, elegant, and subtle. Black is sexy and is dangerous. Black is sophisticated and tough. Black seduces, reduces, and wearing black has many advantages. It can be worn as a fashion
statement such as a trendy Envy tee. Just look through the fashion pages of any magazine and you will see brands such as Xtreme Couture fixated on the color black. A new style usually comes in black and in every size but try buying pink in anything and you are limited to sizes that leave out woman that might not be as slender as they were when they were in their teens? Black is easy to Dress up. Just add a nice scarf, stunning earrings, or a necklace from pearls to diamonds (and there are many types to choose from), or just an A.B Niccoli Piece. Dress it up with evening stilettos or accessorize with a new Ed Hardy Handbag.
Black and white is classic. Pink and black is dripping femininity. We spend so much time trying to not buy black, I love black and it is the number one 2009 color in my Colorado retail Boutique and online store www.shopbeenvied.com. You can make a statement with a black Affliction or Sinful top. A black leather jacket quite clearly says don’t mess with me. A soft black cashmere jacket says I’m sexy, strong and feminine’. Black fits everyone in every situation.
ANNE NICCOLI
BLACK FITS EVERYONE IN EVERY SITUATION.
PLEATED RUFFLE DRESSSAS & BIDE
$6504
EVERYDAY CLASSIC BUSINESS LOOKS.
THE BLAZER.
PUFF SLEEVE BLAZER // ALANNAH HILL // $490
TRIANGLE CUT BLAZERPHILLIP LIM$400
SHRUNKEN NAVY BLAZERMATCHES$238
FITTED RUFFLE BLAZERVIKTOR & ROLF$369
SHARP DOUBLE BREASTED BLAZERCOUNTRY ROAD$280
// The magazine will be a total of 40 pages, and a new issue is released each season, so four times a year.
// It will contain the season's latest fashion trends, articles and advertising of David Jones' in store brands.
DESIGN OUTCOME
6 7
WHAT’S IN THIS SEASON.WINTER COATS.
LEATHER SCRUNCH BLAZERMCQ$550
COTTON PEACOAT JACKETTOPMAN
$359
GUY // WINTER POCKET COAT // LEE // $179GAL // LEATHER BIKER JACKET // LEE // $299
// The David Jones website will add a section exclusively for this magazine.
// Poised will be available for viewing online for a certain period of time within the specific season.
// This is a very important and significant opportunity for David Jones to target those individuals of rural and remote areas who can gain access to services online.
DESIGN OUTCOME
// Within each department, counters will feature stands to display the latest issue of Poised.
// The magazine is purchased at a reasonableprice for the specific demographic.
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