TREND ALERT

even after my project is over i still find these articles interesting for personal reasons and to back up my reasons for 'opening' a shoe store. :)


http://style.la-mimi.com/fashion-trends/style-alert-statement-shoes/

Jayden's TV advert!

100 words on Jayden

Jayden is a house of brands that consists of high end designers, cult brands, and up and coming labels. We have a great selection of women’s shoes, men’s shoes, and some great accessories. Our edited buying allows a selective amount of product in store, but also guarantees unique products. Jayden’s mission is to give each customer the most personalized and enjoyable shoe shopping experience possible. Our highly knowledgeable and friendly staff are always on hand to answer any questions asked. Jayden is conveniently located on Mount Street in Mayfair allowing easy access to our store, but still quaint and hidden from the high street.

Mystery Shopping -- Browns Shoes

Location: 63 Brook Street



















Because I went to visit a shoe store, some of the questions did not work. So I altered some of the questions to fit my situation.


1. Were products displayed in size order? Yes, most popular size (37) is displayed

2. Was the overall look and feel of the department clean and tidy? Shoes were displayed neatly. On shelves and tables.

3. When you found a team member to ask a question of:
a) Was the team member smart and presentable? Yes, very knowledgeable
b) Was the team member at Browns in uniform? No
c) Did the member smile and make eye contact? They ignored me until I asked for help. When I asked them questions, they were very condescending

4. Was there room to get a baby stroller all the displays? No

5. Were all shoes fitted to the correct capacity? Yes

6. Trying on items:
a) Was the team member polite and courteous? Yes
b) Were the fitting rooms clean, tidy and free of debris? The area was clean

7. Were the till points and displays by the till well stocked with product and was the area behind the tills well-organised and free from clutter? Behind the till you can see the stock room which was a bit of a mess. However purchases are made when the customer is sitting on the couch, customer does not have to move.

8. Was the priority on serving customers, with all available cashiers assisting and extra staff called when necessary? There were only two staff in store

9. Did the team member:
a) Greet you, smile and make eye contact? They only reluctantly made eye contact with me when I asked for help.
b) Thank you and give a friendly parting comment on leaving? I did not purchase anything, however they did not say anything when I left.

Advert Concept

Starts off with a woman wearing a plain white t shirt and jeans, with shoes that stand out. She's just walking down the street. The background is during the day (morning)

She continues to walk down the street and a few seconds in her outfit changes, same colours (white top and jeans) but different feel. Also another pair of exciting shoes. The day gets a little brighter (afternoon).

She changes another outfit, same colour scheme and different shoes. And the day turns a little darker (evening).


You see her arriving into her building and its night time. She is wearing a different outfit and shoes. She wants to place her shoes in her shoe closet but its full... so she turns around to place them...


She places her shoes in her refrigerator. And the words Jayden appear on the screen.

The End.


The concept of my advert is really simple and clean. Basically its of a woman coming out of her building and walking down a street. As she's walking her outfit changes and day slowly turns to night. The idea is that even though her outfit is very simple (white shirt, blue jeans) her shoes make her look fashionable and appealing.

Jayden Packaging

I have chosen to use simple packaging for my brand. Althought the packaging is subtle, it is still recognizable. The card that comes with the purchse will include a personalized hand written note thanking the customer for their purchase, which will also include their recipet. Personal touches like this will bring the customer back to shop at Jayden the next time they want to buy shoes. The people who shop at Jayden are not looking to display the amount of money they have spent at a shop, the products they have bought will speak for themselves; which is why there is no need for a flashy shopping bag.

Matches / Edition

Exclusive boutique Matches has teamed up with some of fashion's most talented designers to produce some ultra exclusive one of a kind pieces you can't buy anywhere else.
Each collaborated piece will only be sold by Matches, and has a limited amount. The shoes pictured above are collaborations between Christian Louboutin, Brian Atwood, and Alexander McQueen. Only 100 pairs of the Louboutin's were made at £465, 20 pairs of the Brain Atwood's at £898 each, and just 17 pairs of the Mcqueens will be produced at £395. Once these exclusive pieces are sold out they will never again be made. The items pictured above are only three of the 25 designers that have contributed to this exclusive collaboration.

Task 3: Gold Case Study

What characteristics did the WGC use to segment the consumer market?

The WGC segments the consumer market into three distinguished consumer markets. First are the women who are traditional, they believe gold symbolizes tradition, wealth, and the importance of marriage. They are especially prominent in India. Women of this category are more rational when deciding which pieces to by, but gold is often purchased as it is often seen as an investment. Secondly, there are the women who put a lot of effort and emphasis on their appearances. They are prominent in China, India, Saudi Arabia, USA, Italy and Turkey. These women pay particular attention to how they dress and how other perceive them. They dress to enhance their self confidence and to show others that they are secure in themselves. The last category of the consumer market is self confident and creative women. They are mainly in China, Saudi Arabia, Italy and USA. They desire to express themselves through their jewellery. They view jewellery as a way to broadcast self expression.

What were the key aspects of the re-branding campaign? Globally? Locally?

Globally- WGC wanted to make traditional gold accessories look and feel more glamorous to the modern woman. In their advertising campaigns they used real women instead of models for women to related easier to the adverts.

Locally-

U.S.A
“May is Gold” month was created to offset the trend in where buying was minimal without and occasion. Creating a reason to buy gold as a gift to women.

China
“K-Gold” scheme was launched in 2003 to present a more fashionable and modern line of gold jewellery. 18ct gold products were introduced to encourage consumers to think differently about gold, and that gold can too be just as fashionable as they are.

Middle East
Damas, a leading jeweller using Nancy Ajram, a popular celebrity to be the brand ambassador to promote style and self confidence through their bold jewellery designs.

India
“Gold Expressions” campaign launched by D’dama and WGC was launched to appeal to a more modern Indian woman. One who wears jewellery because of traditions but also for appearances and glamour.

Jayden's Target Market -- ACORN Profiling

Group A Wealthy Executive – Type 2
- affluent people in the U.K
- live in wealthy, high status suburban, rural and semi rural areas
- high level of savings. ISAs, stocks and shares and unit trust
- have computers at home
- they use computers for career, job planning, education, reference, home finance, buying gifts and making leisure bookings.
- they read the newspaper often:
- Telegraph
- The Times, Sunday Times
- Financial Times
- Daily Mail
- reads magazines like:
- Ideal Home
- Marie Claire
- they lead an active lifestyle
- live in Oxfordshire, Cambridgeshire, Warwickshire, Surrey, Hampshire and Sussex
- consumers with money and space to enjoy very comfortable lifestyles.

Group D Prosperous Professionals – Type 13,14
- well educated individuals in professional and managerial occupations

- lives in houses that tend to be large, four or more bedrooms
- high car ownerships, reflecting wealthy nature of neighbourhoods
- because of urban location, travel to work is mostly on public transport

- high income

- financially aware, have high level of savings and investments

- technologically sophisticated consumers

- uses internet for finances, buying products and services

- reads newspapers:
- The Guardian
- The Independent
- The Times

- The Observer

- lives in London (Kensington, Chelsea) Wandsworth, Fulham, Durham, Oxford, Cambridge

Group D Educated Urbanites – Type 15~19

- young people, high qualified

- lives in flats in major cities

- professionals and managerial roles, working hard to further their careers

- high incomes

- looking to buy their own flats and making other financial investments.

- high disposable incomes

- may buy expensive car, but many prefer to use public transport to get to work

- go out regularly

- enjoy dining at restaurants and bars and are interested in the theatre and the arts

- well informed about current affair by reading newspapers

- The Guardian

- Financial Times

- The Independent

- will spend significant amounts on travel

- loads of money and love to enjoy it

Group F Aspiring Singles – Type 20

- young single people

- renting small one or two bedroom flats

- they live close to where they work or study

- mostly take public transport

- internet use is high

- active, socially and physically

- frequent coffee shops, theatre, cinema and clubs

- to relax, they read books and magazines

- generally interested in current affairs
- interested in fashion, cinemas, arts

Class Task 2: Xbox 360

The brand I have chosen is the technology mogul Microsoft and its product Xbox 360. Microsoft is a company that mainly produces software for PC computers; however they have stepped out of their zone to produce this game console. Xbox was first introduced in 2001 which caused chaos around the world. Every child and man had to have this new game console. In 2006 just in time for the holidays, Microsoft re-launched its newest console, the Xbox 360.

The Xbox team strategy should consist of targeting:

Brand Strategy:
Target Market-
o Sex: Male
o Age: 13- 40
o Family income: medium to high disposable income
o Hobbies: enjoys computer games, video games, technology, sports, hanging out with friends, competitive activities
o Technology Usage: Computer, TV, Mobile Phone, other game consoles
o Children and teenagers in families with disposable income, young adults, students, professionals living on their own. Also young couples with money to spare.

Positioning-
X Box 360 should put up pop up stores that allow customers to test out a variety of games, and then allow them to purchase games and game consoles if they wish to. These pop up stores should be placed in most major cities like London, New York, San Francisco, Tokyo, Hong Kong, Dubai, and other metropolitan cities. They should also provide stand up tills at shopping malls and department stores that allow passer-bys to enjoy a test drive of the game console. This allows bored male shoppers to have some sort of entertainment while waiting on their female companions to finish shopping.




Competitors-
Sony Play Station 2, 3
Nintentdo Game Cube
Nintendo Wii

Brand Proposition:
Products-
The Xbox 360 allows players to challenge each other via internet. It also allows the players to talk to each other while playing via headset. The controllers are all wireless which provides a tidy and hassle free environment while playing. The game console also can play DVDs, CDs, and Blu- Ray DVDs, combining not only entertainment for those who play video games but also members of the family who watch movies.

Prices-
Xbox 360 Game Console- ₤280
Xbox 360 Games- ₤15 ~ ₤65
Xbox 360 Wireless Controller- ₤35
Xbox 360 Headset- ₤45
Xbox 360 External Hard Drive (120GB) - ₤105
Xbox 360 Guitar Hero Guitar Set- ₤58
Xbox 360 Rock Band 2 Game Set- ₤133
Xbox 360 Halo 3 Game (best selling) - ₤35



Promotion-
Xbox 360 produced a few controversial advertisements that caused some ads to be banned from television. The Xbox team also produced a blog online to hype up the launch of the new game console. The launch of the new game console was timed perfectly for the holiday season of 2006. The company allowed customers to test out the new console by placing stands inside shopping malls, electronics stores, and having pop up stores in cities like Tokyo; where one can go in to the store and test out games.



Brand Expression and Communication:

Overall Xbox has a very strong brand personality and knows exactly who they are targeting. They not only have reached their target customers but they have also reached out to those on the sidelines. By including DVD functions on the Xbox, it allows non gamers to enjoy the console too. The brand’s only concern is brand loyalty, however if they continue to give what the consumers want, surely they have nothing to worry about.

Recommendation-
A recommendation to the Xbox team is that those female counter parts of those male gamers would also like to share in the joy of gaming. However, this may be difficult as some of the games are just too violent, or male oriented. Xbox has tried to include other by broadening their console abilities however it is less successful than the Nintendo Wii. The Wii has produced a new product called the Wii Fit, which allows the user to do home exercises, yoga, and other fun activities on a small mat. Products like this could help Xbox draw in more female consumers.

who says that luxury is dead?

http://www.bagsnob.com/2009/02/who_says_luxury_is_dead_miu_mi.htm

Although this article is not about shoes, it is still about the fashion luxury industry and its place in the recession the world is feeling. This Miu Miu bag was sold out on Net-a-Porter.com within hours. The python skin handbag costs ₤1909, at a hefty price like that it seems fashionistas around the globe are still willing to pay the price for luxury items. Chloe also recently sold out a snake skin purse at the price of ₤1664 on Net-a-Porter.














After some searches on Net-a-Porter.com, I found that the most expensive pair of shoes that the site offers is a pair of Thomas Wylde leather boots (₤1705). I know that many women are willing to splurge on a good pair of leather boots because they are a fashion item that will never go out of style. Most of the time, the more you wear them the better they look. The top 5 most expensive shoes on the sites all belong to boots, then a pair of crystal studded sandals from French fashion house Balmain (₤975), and a pair of pyothon sandals from beloved footwear designer Christian Louboutin (₤974).

Comp Shop Group Exercise: High Street Multiples Older Market

My group and I, we decided before starting the project we had to define exactly what 'older market' was. We came up with:
- 30-45 years old

- reasonable, medium to high disposable income

- West End as a main destination for shopping

We then went to a number of different stores that we believed fit the 'older market' definition.
- L.K Bennett - Reiss

- Coast - Jaeger

- Banana Republic - Hobbs

- COS - Whistles

- Karen Millen - Jigsaw

- Joseph - Monsoon

Of all the stores we went to Jigsaw had the strongest brand personality and presence.

What is the brand ‘saying’?

The brand's characteristics are English heritage, with inspired by international trends and antique fairs. Mixing country heritage with contemporary silhouettes.

What is the brand’s ‘personality’?

Brand 'personality' is 30-45 year old woman, who is into arts and crafts, gardening, horse back riding and thearter. She is a 'yummy' mummy, house wife, or career woman (basically any type of woman). She most likely lives in Kent, Essex, Norfolk or Notting Hill, and she buys her groceries at Waitrose, M&S, Whole Foods, and Bourough Market.
We also believe that Gwyneth Paltrow would make an ideal brand emassador for Jigsaw.

What ‘values’ does it stand for?

The brand values of Jigsaw mainly represent and promotes healthy, natural, and organic living. English heritage but with a modern edge. Careful attention to detail and quality. An eco friendly lifestyle and socially responsible company.

How does the brand add value?

Jigsaw supports the Soil Association. It raises awareness of the benefits of organic living. Jigsaw promotes it through 47 of their UK stores (via themed window displays), as well as their websites. When a customer signs up for membership with Jigsaw they are given a eco friendly shopping bag. Also in November of 2008, Jigsaw launched its organic bath and beauty products, 'Jigsaw Organics'.

What are the key things that make it distinct from competitors?

Jigsaw is distictive from its competitors because of its competitive pricing for its high quality products. Wide variety of product range, which include childrenswear and beauty products. They promote a very strong sense of lifestyle of healthy natural living. The store experience is very personal and friendly. And the website is easy to navigate with a Key Features navigation tool.

Class Activity: Video Analysis

Customer profiling: Watch the videos (through blackboard) and write a short paragraph about what you would sell to that particular consumer, what you would say and how you would go about promoting the product.

1.) The Professional

Acorn Profile: Group H type 28 – Working families with mortgages

- juggles work, home and time with his children.

- travels mainly by foot and public transport

- reads broadsheets and listens to radio while travelling.

- The Times

- Financial Times

- The Guardian

- Evening Standard

- doesn’t really read magazines except Sunday supplements.

- needs to always be on top of the latest news.

- enjoys print ads.

- daily routine is very fixed, and usually revolves around the children’s schedule.

- not a lot of time for personal activities

- doesn’t really watch TV, only to relax before heading to bed.

Product/service: Golfing Pals Junior Kids Plastic Golf Set
Ad Placement: Print Ad in newspaper or Sunday Supplements

A lot of his time is either spent commuting to and from work or his free time is spent with his children, with the Golfing Pal he can enjoy an activity he likes with his children. Sometimes children toys can become expensive and burdening, with the Golfing Pal he doesn’t need to worry as it only costs ₤13.
He can enjoy a leisurely Saturday afternoon playing golf with his children.

2.) Party Girl

Acorn profile: Group E type 17 - Young educated workers, flats

- in her early twenties living in a shared flat

- enjoys music, boyfriend is a DJ

- loves luxury skincare products

- shops at Topshop and Miss Selfridge
- has unique and individual style
- confident in technology use, is a heavy user of the Internet for various purposes
- attends music festivals like Glastonbury
- very active, likes to go out with friends
- uses a lot of beauty products
- easily attracted to beauty products on advertisements.
- listens to the radio when getting ready
- party girl, goes out every weekend and takes bus home
- mostly rides bus, billboard advertisements catch her attention

Product/service: Urban Decay 24/7 Travel Set of Five Eye Pencil (₤20)
Ad Placement: Side of bus, or large billboard adverts

Since she loves going out and partying this Urban Decay product can outlast even the most outrageous nights. Their bright colours won’t fade until she stumbles home at 6 in the morning. The eye pencils come in great vibrant colours and are travel size, so she can throw them in her purse.

3.) Graduate

Acorn profile: Group E type 19 - Suburban privately renting professionals

- mid twenties, single

- lives in a rented flat

- very focused on her career

- still enjoys living a student life, going out, attending gigs

- takes public transportation to get around

- reads tube ads that relate to her
- uses the internet for various reasons, shopping, booking tickets, entertainment, etc.

- does a lot of online shopping.
- listens to radio at work

- likes to watch girly programmes like SATC

- reads a fair amount of fashion mags

- Elle

- Grazia

- Heat

- In Style

- stays in on weekdays to save money for weekends

- eats ready made food
- large phone bill due to heavy texting (£60-£150)

Product/service: Blackberry Bold
Ad Placement: Tube adverts, along escalators, large ads along tube walls

Because she loves to text, she should have a phone that is built especially for texting. It is stylish and easy to use. She can also use the internet on this phone allowing her to book tickets easily everywhere she goes. Since this phone has a special Blackberry to Blackberry free SMS feature this will save her a lot of money on her phone bill.

Dazed Digital | Spring Summer 09 Shoe Gazing Article

Interviews done with up and coming shoe designers Alejandro Ingelmo, Nicholas Kirkwood, Jonathan Kelsey, and Raphael Young; whom are all very talented and fresh footwear designers.

http://www.dazeddigital.com/Fashion/article/1490/1/SS_09_Accessories_Preview_Shoe_Gazing_

fashionistas (potential customer)

Fashion insiders who are in the know about the newest and latest fashions.
People who are daring the 'innovators' and 'early adopters' of consumers.

inspiration

Advertising Managment Media- 4 Cs Framework

Browns new shoes store: Browns Shoes

A strong competitor for Jayden would be Browns. They have a very loyal customer base. Very fashionable women and men whom are willing to spend a little extra money to look fashionable and unique.

http://www.drapersonline.com/news/browns-to-open-new-london-shoe-boutique/1965278.article

http://www.drapersonline.com/news/erin-mullaney-on-browns-new-london-shoe-boutique/1965268.article

100 Words on Tom Cruise

The world famous actor Tom Cruise was born in Syracuse, New York on July 3^rd, 1962 as Thomas Cruise Mapother IV. In 2006 Forbes magazine ranked him as the world’s most powerful celebrity. Since catching the attention of the world in his first leading role in Risky Business (1983) to his most recent film Valkyrie (2008) Tom Cruise has always had the world asking for more. Whether the press is printing good or bad things about him he always makes the headlines. From his over zealous declaration of love to Katie Holmes on Oprah Winfrey’s talk show, to him openly proclaiming his undying faith in the much criticized Church of Scientology; Tom Cruise knows how to point the spot light on himself.

Potential Brands

3.1 Philip Lim (accessories only)
Alexander McQueen
Alexander Wang
Azzedine Alaia
Balmain
Bijoux Heart (accessories only)
Brian Atwood
Chloe
Chrissie Morris
Christian Louboutin
Christian Lacroix
Dries van Noten
Erickson Beamon
Givenchy
Giuseppe Zanotti
Halston
Jil Sander
Kara Ross (accessories only)
Kenneth Jay Lane (accessories only)
Lanvin
Linda Farrow Luxe
Maharishi

Manolo Blahnik

Marc Jacobs
Marni
Mawi (accessories only)
Miu Miu
Natalia Brilli (accessories only)
Opening Ceremony
Proenza Schouler
Rick Ownes
Rupert Sanderson
Sergio Rossi
Sigerson Morrison
Sissi Rossi (handbags only)
Stella McCartney
Thomas Wylde
Tom Ford
Yves Saint Laurent
Zac Posen

The concept: Jayden

The concept of my brand Jayden will be loosely based on the footwear and accessories store On Pedder (based in Hong Kong). It will be a concept store housing the most coveted, also up and coming designer footwear and accessories brands. With a modern but comfortable store interior, Jayden will cater to an exclusive and fashion forward crowd. Appealing to the men and women in the know about the latest fashion.