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.

Supreme Flagship Store New York City

The next university project entails us to create an individual 2 part brand zine, choosing a brand of our own from a list and analysing the brand, discovering its position in the market, it's competitors, its consumers, looking at brand touch-points and then finally creating a new concept for the brand. I chose Supreme, a New York born world renowned street wear brand. Whilst in New York I conducted an informal interview with a member of staff at the Lafayette Street flagship store.

What would you say the target age range of customers is?

I would say it’s very much changed in the past few years, it used to be primarily 12-26 but recently we’ve seen a lot of 25 and overs so I would say an age range of 12-40

What would you say is the most popular product?

Most definitely the hats, but it has changed again over time.

How would you summarize the brand?

The brand is wrapped together with Art and Music, punk, rock, reggae which all relates back to skateboarding being the main inspiration for both the brand and the flagship store here in NYC.

Could you run through the plain visual merchandising in store?

We have a plain minimal layout as we like to let the product speak for itself. We rarely change the visual merchandising in store as we like to keep true to the brands roots and keep it as simple as possible. We don’t like to go crazy or digital.

What is your personal favorite Supreme collaboration?

My favorite is the collaboration with Cartoonist Robert Crumb, as the graphics were originals for Supreme unlike collaborations with artists such as Keith Haring where the images are pulled.

What would you like to see from Supreme in the future?

Just to continue its work with artists and for the creative team to not pick what’s hot. To keep establishing good relationships with musicians and to not worry about what’s popular at the moment and about being popular.