REBECCA PHOENIX GEORGIA WYKES ABIGAIL WILSON ASHLEE BLOOM JEMIMA STONES
Mar 10, 2016
REBECCA PHOENIX
GEORGIA WYKES
ABIGAIL WILSON
ASHLEE BLOOM
JEMIMA STONES
CONSUMER INSIGHT
HOW DO THEY SEE THEMSELVES?
DO THEY PORTRAY THEMSELVES IN A DIFFERENT WAY?
- NOT AT EYE LEVEL + NOT HUGELY POPULAR
- SALES BOOSTED AT CHRISTMAS
- MAIN SALES ARE FROM CONSUMERS AGED 30 AND
ABOVE
- MAIN AGE RANGE, LOVE THE SHAPEWEAR FEATURES
IN STORE DISPLAY? POPULAR? AGE RANGE?
- INTERESTING AS PP AIM RANGE AT 16-25
- NOT HITTING RIGHT MARKET
- MAYBE YOUNG PEOPLE AREN’T AWARE
- OUR VIDEO/STRATEGY WILL CREATE AWARENESS TO YOUNGER
AUDIENCE
- ORIGAMI FOLDED GIRLS IN TUTING POSE
- COLOURS OF THE SHAPE IT UP RANGE
- MIMICS THE ‘SHAPE IT UP’ MOTTO
- FUN/QUIRKY/DIFFERNT/MYSTERIOUS
- ‘UNFOLD ME’ TO REVEAL THE EVENT INVITE
- SENT OUT TO A RANGE OF PRESS/BLOGGERS ETC
- SENT WITH A PAIR OF THE TIGHTS
- CREATE A HYPE AND CONVERSATION AROUND THE
BRAND
- A NIGHT IN ASSOCATION WITH PRETTY POLLY –
- ’ SHAPE IT UP’ TARGETING 18-25 CONSUMER
- FEMALE DJ’S AND GIRLS DANCING IN TIGHT
- FUN FRUITY DRINKS AND BOWLS OF SWEETS
- LINKS CONFIDENCE AND FUN WITH THE BRAND
@prettypollylegs
- TO KEEP THE PUBLIC INTERESTED IN THE BRAND
LAUNCH & CREATE A BUZZ
- PRIZE COLLABORATION WITH ASOS
- SENDING IN A PICTURE OF THE TIGHTS STYLED
WITH AN OUTFIT
- PROMOTES INDIVIDUALITY, ORIGINALITY +
CREATIVITY AND EMBRACING ONESSELF
- FB AND TWITTER HASHTAG CONNECTS LOVERS
OF THE BRAND
- GIVING SOMETHING BACK TO THE LOYAL
CONSUMER
- WE WANT TO KNOW HOW PEOPLE WEAR THEM
INITIAL THOUGHT PROCESS
YOUNG GIRLS GOING OUT
GETTING READY
CALL ON ME –
DANCE STUNT
CATCHY VIRAL VIDEO – CUP
SONG
‘SHAPE IT UP’ – MOVEMENT,
DANCE, SHAPES
TUTTING – CATCHY, IMPRESSIVE
MAINLY
MALE
CLICHÉ?
- VIDEO OF GIRLS ‘TUTTING’ – IMPRESSIVE, PEOPLE
WILL WANT TO SHARE
- LITERALLY SHAPING IT UP
- SHOT ONLY TORSO – NO FACES – MYSTERY – WHO
ARE THEY?
- FUN STYLING – YOUNG VIBRANT – EMBRACING
BODY
- COLLAB WITH COLOUR XTREME – COLOURS OF
PACKAGING – HAIR/JEWELLERY
- COLLAR WITH FFC – DANCERS
- END – REVEAL SHAPE IT UP
SHAPING IT UP
UPCOMING BRAND
SAME TARGET AGE RANGE AS PP
http://vimeo.com/63782434