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

Marks and Spencer Brand Positioning

In groups of 3 we were asked within a recent seminar activity to critically evaluate a well known brand pitching it against other competitors essentially differentiating what they're doing right and doing wrong marketing wise and branding themselves. Everyone within the seminar group was given Marks and Spencer (M & S) as within the past few years it has come under a lot of scrutiny for being somewhat dowdy and only aimed at a very old age range. 

'Britain's Leading Ladies'

Using our own knowledge we established that it is a high quality of clothes but the designs are old fashion and samey samey compared to one of it's main competitors 'Next'. They do try and use celebrities within their campaigns but they aren't targeting their celebrities to the right age ranges for example recently using Ellie Goulding and Rosie Huntington Whitley means that they are attempting to lower their age range but the classic style of clothes itself doesn't coincide with this. Next itself is more fashionable and trend orientated unlike M & S but the simple designs won't go out of fashion and when spending more money on something in M & S there is a guarantee that it will last. 

Rosie Huntington Whitley's lingerie range for M & S

They do incorporate limited edition pieces into their clothes and are in partnership with brands such as Phase 8, Peruna and Autograph which is where most of their clothing profit comes from. Unlike Next who only sell own brand products there are many differences between the overall in store environment of both. Next greets every customer at the door with a smile whilst M & S doesn't, this could be room for improvement for them as if a store was to greet me friendly I would be more inclined to buy something.

Personally I feel that Marks and Spencer need to change their target market not for young adults but 30+ in order to tap into a fashion conscious market of adults who can no longer dress like a teenager but also do not want to dress like an OAP. This would be a good starting point for them when re-launching and re-designing their women's wear within the coming months. I can say that Marks and Spencer market food very well especially with having specific stores in more rural areas which only stock food products.

The chart above shows a Perceptual Map of Marks and Spencer against it's other main competitors rating them on Price and whether their style of clothes are classic or Modern. The blue star shows where Marks and Spencer currently are while red star that I have placed on the chart shows where I would like to see Marks and Spencer in the future. 

Retail Activity

Following on looking and evaluating brands in seminars, in groups we were given a task to go out around the streets of Nottingham again and look for examples of mens trainers, mens jeans and women's dress', critically evaluating an expensive, mid market and cheap item from each. We were also asked to investigate the 7p's and consumer for each shop and item that we found. In a group of 6 we split the items between us then, when presenting our findings to our seminar group, neatly placed them into a powerpoint presentation. I enjoyed looking at mens trainers with my partner in the group as it gave me a chance to once again get familiar with my surroundings and talk to new people but to also apply the marketing techniques that we have newly been taught to actual shops and items. 

Cheap- Duffer Trainers- JD

•Product

JD- trainers, menswear, womens wear, sportswear, casual

Duffer- Trainers, menswear, hats, belts,

Black, blue and white trainers- male colours, cheap version of more famous brands

•Price

£15 reduced to £10, offer in Sale

•Place

On a stand with other popular trainers placed around it on offer, highstreet store, up against other consumers such as foot asylum and footlocker located next door, online shop (Duffer and JD)

•Promotion

Duffer- brand promotion, no other ways of promoting themselves, not a hugely well known brand, words like ‘OFFER’ scattered around the trainers, consumer= men/teenagers/ young adults. 

JD- expectation of good shoes from a well known brand, 'chavy', TV adverts, billboards, sales items presented on a sale stand

•People

people on hand in the shoe section

franchise brands- Nike, Converse, Adidas, Fila, Puma

•Process

when sold given in a shoe box, try before you buy, a variety of sizes

•Physical Evidence

Good service, bright and inviting colours (not gender specific), shoe section at the back of store to complete outfit when walking around

Mid Market- New Balance- Foot Asylum

•Product

New Balance- trainers (indie, hipster) unisex, lots of different colours and styles cater for all needs, high in demand, all of a sudden urge for the brand

Foot Asylum- fairly new shop, popular, trainers,  menswear, streetwear

•Price

£69.99- value for money considering their popularity

•Place

Highstreet, websites (both new balance and Foot Asylum), Internationally known, shoes take up half of the store, right next to the entrance, goes around in a circle, bigger arrangement in shoes, expensive looking

•Promotion

Stylish interior to shop, placed on their own stand with the name clearly shown, ‘UK exclusive’ well known international brand draws in consumer, billboards, TV adverts 

•People

On hand friendly staff in shop on hand to help you choose the shoe you desire and find the right size, celebrity worn shoe

•Process

Can try before you buy, when bought comes in a box and in a plastic backpack bag, everyone wearing them (popular) makes you want that ‘look’

•Physical Evidence

Staff very friendly, know their facts about each type of trainer, less harsh lighting in store (luxurious), certain style of interior different to most shops.

Expensive- Nike Air Max Light- Size?

•Product

Nike- shoes, sportswear, women’s, men’s, accessories, sponsorships

Size?- street wear, accessories, all menswear, collectable trainers, special edition trainers

•Price

£100, expensive shoes all in store, some mid range though

•Place

Exclusive small shop (more personal), shop located in a more smaller exclusive part of town mixed with brands such as Fred Perry and Ted Baker. Trainers located in a glass case (importance), Nike globally known, size? Is internationally know, both have websites.

•Promotion

viral adverts, television adverts, Size? Mainly relies on word of mouth, A-board outside store, exclusivity, both have websites, Nike endorsements include the Olympics and many well know athletes

•People

Not much service on hand however as the shop is small you can see everything and if anything is needed they’re just an ask away, celebrity endorsements for Nike.

•Process

Air Max trainers almost vintage (brought back), when bought you get a box and a paper bag, dressed professionally.

•Physical Evidence

More of an in shop experience, try before you buy, edgy different shop, well laid out modern and stylish

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. 

What is Fashion Marketing??

"meeting the needs of your customer at a profit" 

Professor Phillip Kotler

"Creating irresistible experiences that connect with people personally and create the desire to share with others" 

Saul Colt

"Products that dont come back and consumers that do"

 Steve Dawson

Within todays lecture we thoroughly discussed the ins and outs of marketing I found this very interesting as I have only ever brushed over the surface of marketing fashion within A-level textiles, we looked at a few key terms in which marketing is defined

. analytical

. targeted

. personal

. persuasive

. conversational

. timely/ immediate

. responsive/ human

This was very useful as I am only just being introduced to marketing as a career within university it is very easy to get confused and sidetracked on the actual meaning of it, defining it into terms makes it easier to understand. I was also introduced to the 7p's (more commonly known as the 5p's) of marketing, these are:

PRODUCT

PRICE

PLACE

PROMOTION

PROCESS

PHYSICAL EVIDENCE

PEOPLE

Fashion marketing is different to other industries as it is based on need, it manufactures desire and no other economy associates so closely with the designer and no other industry like fashion displays its work on a runway (essence of marketing). Marketing fashion is led my season, trend and the media without which nothing would be marketed. The fashion industry is huge and items can be trickled down to the high street or urban styles can be bubbled up, no other economy can define itself as being so closely inspired by its consumer. No other industry or product has such a fundamental part within its economy for celebrities.