Fragrance Project- "Scent?"

The world fragrance and perfume industry is forever expanding. It is expected to exceed $36 billion in 2017, the market growth is fuelled by demand from emerging markets and consumer lifestyle trends granting an increasingly central place to grooming. My task (in a group) is to next find an opportunity for a new fragrance brand within this saturated market. We will research everything from the initial research through to the launch and create an annual marketing plan. The task itself is divided into 3 parts

. Research and Concept development
. Brand Development
. Brand Launch and Promotion 

When firstly looking into scents, we ourselves need to get an idea of what smells we like and dislike in order to get started. Devising together 7 questions, it helped to firstly get a look into our own inner favourites.

1. What scent do you wear?

Miss Dior, Dior

2. Why?

nostalgia (smells like my mum)

3. What is your favourite smell?

incense, vanilla, smoke, fresh rain on concrete

4. What is your least favourite smell?

oranges (ugh)

5. What smell reminds you of home?

Alien by Thierry Mugler (my nan sprays on her scarves)

6. What smell makes you cry?

onions

7. Why does scent matter to you?

it creates an emotional response for me especially with living so far away from home being able to feel happy friends and family are around just by a scent

Supreme Brandzine

Prior to our trip to New York we were briefed that the next project was to be a 2 part brand-zine on a chosen brand. After choosing Supreme, I conducted in-depth secondary and primary research into the brands history and lifestyle.

The second part of the zine project was to then expand the brand with either a new product line or collaboration then to re-launch your new idea going into detail about the brands previous marketing strategies.

From the research I conducted Supreme do a wide range of products and are well known for their ground breaking unexpected collaborations but they are yet to produce a range of watches adapted for the skate culture. Instead of going for the obvious and undertaking a collaboration with an already known watch brand I chose Lego as they attract a new young consumer and create nostalgia for current customers.

Brand Essence

The essence of a brand is shown through 4 separate sections attributes (what the brand stands for), promise (what the brand offers the customer), personality (who would the brand be) and the source of authority (what makes the brand credible). Within a recent seminar, after thoroughly discussing brand persuasion and what makes a brand, we created brand essence models. Firstly for the brand that we had currently been working on for module 1.

Tom Ford aims to make women feel confident and sexy, it promises this within it's clothes and personality. It derives it's sources of authority from 50's glamour and ambassadors such as Tom himself and Julianne Moore.

We then evaluated in pairs our day in the life of. Whilst doing this I picked a brand that I encountered to make a brand essence board, firstly without posting the name of the brand, for my partner to guess who it is, I created one on herbal essences which was correctly guessed. 

Herbal Essences is a luxury hair brand sold on the high street, it has many different attributes and personality traits as there is a wide range of flavoured shampoos and conditioners for different types of hair. It promises to do many things for all types of hair e.g undamage and smooth damaged hair. Its sources of authority come across in it's campaigns with the use of attractive models with amazing hair. 

Brand Seminar

Within todays seminar following my introduction to the process of fashion marketing we were asked to choose a non fashion brand and apply the 7 p's to it. I chose the energy drink brand Relentless as they are a popular globally well known brand.

Product:

Energy Drinks, young, trendy, stylish, appeal to sports and street, edgy, colourful, won't go out of style, constantly evolving, new flavours always, 

Price:

cheap, affordable, but a bit more expensive than other energy drinks- pay for the quality, high expectation, always available, 

Promotion:

TV, cinema, celebrity, appeals to a more young hip and cool market, pop up stalls (Reading Festival), relentless truck, Extreme Sports, Skateboarding, Motor cross, 

Place:

Globally well known, has a website, sponsorships

Process:

colourful packaging for different colours, well known logo (graffiti esq. street, urban) 

Physical Evidence:

Pop up stalls/shops, feel involved with the brand fully

People:

Celebrity endorsements, Sport sponsorship

After individually doing this task we then in groups, did the same thing but for a high price designer brand. My group chose Chanel as again its a globally well known popular brand. 

Product:

mens wear, ready to wear, couture, women's wear, d'art collection, cruise and resort wear, fine jewellery, watches, bags, shoes, sunglasses, eyewear, perfume, makeup, skin care, books, notebooks, pens, nail varnish, sportswear

Price:

high end, lowest price is makeup £25+ 

Place:

concessions in Selfridges John Lewis, fashion stores in fashionable cities, online shopping

Promotion:

TV adverts, most promotion for perfume (most affordable for the everyday woman), magazines, legendary adverts, celebrity endorsements, film, TV series, reference books, fashion shows, billboards, "The mark of class" Karl Lagerfeld, iconic, brand history, vogue features

People:

Karl Lagerfeld, Chanel makeup counter workers, exotic good looking staff, good customer service, well dressed, groomed (Chanel image)

Process:

dress everything in packaging, tied up with a bow

Physical Evidence:

Personal shoppers, experience in store, trial attitude, whole experience (greeting, champagne)

Both these activities helped me to get a grasp on the 7p's in order to use them within further work, I also found them very enjoyable to delve into a brands identity.