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.