After deconstructing and picking apart the brief together, between us we cam up with some initial ideas of what we want to do. We have thought that, because the brief has basically already been answered with the Lola&Grace brand, that we should about making it a sustainable brand and make sure it lasts an is successful. One of our ideas is to have a series of different packaging based on 18th and 21st birthdays. We think that this would be appropriate as it fit within the target age range, but also after asking people why they buy expensive jewellery the main response we got was for gifts. This triggered the idea to promote the jewellery as a gift idea.
Another popular response we got from people was that they jewellery to go with an outfit. This has triggered another idea to collaborate with a fashion student. We want them to create a clothing line to accompany the jewellery, not to overshadow it but compliment and boost the line and brand. Taking all of this further is included in our action plan.
We also came up with a refined concept statement:
Swarovski has lost their edge in comparison to other high end jewellery brands such as Tiffany's and Pandora.
We need to promote their new sub-brand Lola&Grace to attract a younger market, without losing the high end image of the Swarovski brand. We are aiming the brand at 18-25 year old urban females who like fashion jewellery, but also one off pieces for special occasions.
To achieve this we produce a launch edition range of packaging, which incorporates the Lola&Grace logo and branding. We also propose the idea of a catwalk show using potential clients and everyday people as models.
We need to promote the brand as a designer fashion line which is affordable, but avoid the attachment to high street fashion. We want the brand to be seen as high end, not high street.
No comments:
Post a Comment