AllureCreative Brief

Prepared by Teo Jia En FMT4A 12565Supervised by Bill Ang & Circe Henestrosa

DE 2608

Content

IntroductionBrand ProfileMeeting the Market NeedMarketing ObjectivesRole of AdvertisingTarget CustomerCompetitorsMotivationsStrategic InsightUnique Selling PointBrand PromiseBrand PositioningTone & MannerThemes & SuggestionsBudgetTimeline

Meeting the Market Need

“None of the hair accessories that I came across enticed me to purchase them as of yet.” - V, Focus Group Member

Lack of variety and number of brands of hair accessories in Singapore and welcome the idea of an affordable hair accessories brand that has special collection with high-end brands.

Therefore, Allure comes in to meet the need and fill the gap in the market.

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AllureIntroduction

Allure is a new fashionable and trendy hair accessory brand that provides quality products at affordable prices and also collaborates with high-end brands for special collections.

Integrated marketing campaign to break and establish Allure into the market and to be the number one hair accessories brand in Singapore that offers updated hair accessories at affordable prices.

We aim to build a multi-tiered campaign, diving into party and lifestyle scenes while building an interactive relationship with our target audience.

Printed Advertising

AllureSponsorshipWebsite

Social Media

Smartphone

Store Campaign

Brand Profile

Hair Ties, Hair Clips, Hair Bands, Hats, Combs etc. Designed to match and complement select seasonal runway looks.

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Place

ION Orchard

One of the newest and poshest mall in Singapore, featuring some of the most prestigious brands in Singapore.

It is ideal for Allure to establish its brand here and caters to our trendy and fashionable target audience.

Allure will be opening our first flagship store here in late 2012.

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Store Design

The store design is kept modern with dark grey, white and purple colour theme of Allure.

The design is also clean and clear for navigating and locating items.

Image is an artist impression, based on Evita Peroni’s brand store design.

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Price

Allure Hair Clip: $3.90 -11.90 Allure Hair Band: $7.90 – 19.90 Allure Hats: $20-50

Allure & High End Brand Collection

E.g. Chanel: Allure + Chanel Hair Clip: $14.90 – 39.90 Allure + Chanel Hair Band: $39.90-49.90 Allure + Chanel Hats: $49.90 – 79.90 Allure + Chanel Hair Band, Limited edition: $249

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Marketing Objectives

To be the top of mind and best selling brand in 12 months time.

Launching the first flagship store.

Achieve $30,000 of sales / month in 12 months time.

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Role of Advertising

Based on a year long advertising branding campaign, it is the goal of the advertising campaign to break into the market by breaking into the minds of the consumers.

Specifically the advertising must convey the branding image, thereby create brand awareness, announce the flagship store and increase interest to attend the opening.

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Target Customer Profile

27 years old Presenter/Writer @ CBS Interactive / CNet Asia. Media & Technology Industry Shops at H&M, Topshop, Zara, River Island and Asos. Dines at Lucky 13 and Fandango Tapas and Wine Bar. Clubs at Pangea, Avalon, Mink, Filter and Attica. Stylish, trendy, sexy. Dresses up for work, clubbing, concerts & events. Desires to be attractive.

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Target Customer Profile

“As a presenter and writer for CBS Interactive on CNet Asia website, I enjoy the work I do reviewing the latest technology and gadgets.

Dress wise, I like to shop for trendy and sexy clothes for the clubs but I also have an array of stylish office outfits for work.

Going out with my friends to shop and clubs is a way I let loose a7er work. It is also a time I meet new friends and build up my network as I share with them the interest and passion I have about technology, debating with them about whether the Android or the Apple OS system is better.

I love hair accessories, how they add style to my hair and match what I am wearing!

Allure is a fantastic idea because I just can’t get enough of trendy, quality accessories at an affordable price complete my look.”

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Primary & Secondary Consumers

Primary:

Fashionable, trendy and more sophisticated shoppers that are willing to spend slightly more for fashion items, instead of getting bargain buys. Working professionals Early 20s-40s Creative, energetic, colourful Contemporary

Secondary:

Students that keep up with fashion and trends, will be pleased to purchase items that are of lower price points.

What will STOP them from buying?

Designs of the hair accessories are not trendy and relevant enough. Awareness of the brand is not high enough to garner interest and purchase

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Competitor Profile

Product Mix: Fashion Accessories including bags, shoes, necklaces, bracelets, rings, hair bands.

Price: $59.90 (Keychain) - $3000 (YSL Limited Edition Shoe)

Place: Takashimaya Shopping Centre & Scotts Square

Promotion: Pedderzine In-store and Online Lookbook, Seasonal – SS & AW Website Style Notes

Strengths: Curated collection of forward fashion and trend items. Clean store interior. Unique store display and window display.

Competitor Profile

Product Mix: Hair Clips, Hair Bands, Hats, Necklaces, Earrings, Bracelets, Women’s wear, Men’s wear, Kids Wear.

Price: $3.90 (Earrings) - $249 Jacket

Place: Orchard Building 1 Grange Road

Promotion: Marni x H&M Advertisement Campaign 2012 H&M Spring Summer Advertisement Campaign 2012 Catalogue

Strengths: Collaboration strategyWell penetrated online presence, constantly updated with new products.

Competitor Profile

Product Mix: Hair Ties, Hair Clips, Hair Bands, Rings, Necklaces, Earrings

Price: $9.90 (Ring) - $29.90 (Necklace)

Place: All over Singapore. Orchard Road, 313@Somerset

Advertising Campaign Seasonal – SS & AW

Strengths: Attractive trendy products at affordable prices. Organized and sorted according to styles. Attractive campaign posters.

Competitor Profile

Product Mix: Necklace, Bracelet, Earing, Ring, Hairclip, Shawl, Etc.

Price: $2.90 (Clip) - $70 (Necklace)

Place: 18 Locations, Mainly at Heartland Malls, including Bugis Junction, Parkway Parade, Plaza Singapura.

Advertising Campaign Seasonal – SS & AW

Strengths: Caters to the more mature office working ladies. More mature and sophisticated hair accessories in black and pastel colours. Simple black brand colour that is carried through the logo, store and website.

Motivation & Strategic Insight

We understand that customers want designs that are trendy and attractive. We want our customers to come to us to look for trendy accessories to complete their look. To keep up with the fashion trends.

Accessories complete the look, women like to dress to impress their friends, not just men and be complimented.

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Unique Selling Point & Brand Promise

Allure offers fashionable and trendy hair accessories at affordable prices. Also offers collaboration collection with high end brands.

Allure promises trendy, fashionable yet affordable hair accessories with unique high end collaborative collections that no other brands offer.

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Brand Positioning

People do not know us currently and we want them to know Allure as an attractive, trendy and relevant brand. From the focus group results, it shows that the target consumers would be interested to purchase from Allure and at the prices stated.

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Multi-pronged Campaign AllurePrinted Advertising

AllureSponsorshipWebsite

Social MediaSmartphone Apps

Store Campaign

Tone & Manner

Allure. Confident, Fashionable, Modern, Youthful, Sophisticated.

I am a confident person, I like to dress to express my personal style. I love fashion because it inspires living with excitement and joy. Keeping up with trends is a way of keeping relevant in today’s fast paced society, and a fantastic topic among my friends. Life is good and I’m enjoying it!

Images of a confident lady enjoying life’s finest.

Images of a magician, alluring and attractive.

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Message

Emphasize on the branding of Allure, as desirable as it is modern, fashionable, confident and youthful. Women desire to be desired, express this concept, awaken this concept in their minds and let the accept and embrace the idea of being alluring.

Supporter of trendy and fashionable lifestyle.

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Themes & Suggestions

The idea of a princess throwing an intimate party with her close friends in a hotel room, where she is having a ball of a fun and is naturally the center of attention at her party!

TOUS Spring Summer 2009 Party Print Advertising Campaign

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Themes & Suggestions

The concept of a magician performing her magic tricks on stage where she surprises the audience with her every moves. Dramatic and attractive. The idea of girls heading out for a night of fun to paint the town red.

TOUS Spring Summer 2010 MagicPrint Advertising Campaign

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Online Presence

Website: www.Allure.comEngaging, interactive, up to date and relevant to target audience, catalogue, latest campaign, downloads, fun!

Youtube: www.youtube.com/Allure

Smartphone App, Facebook & Twitter

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Alluring Smile Campaign

Inspired by Tous The Smile Theory Campaign in Spain, 2011. Smiling is an external sign of interior happiness.

Creating a campaign of a whole board full of heart shaped, chocolate coated marshmallows, given out at Orchard Road Mrt station and ION Orchard exterior.

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Budget AllureTotal $500 000. $200,000 on Advertising Campaign-$100,000 on production -$100 000 on media buying across magazine, pre launch, Christmas and new year sales.

$100,000 on Internet Marketing and App Marketing. $100,000 on Alluring Smile Campaign $100,000 on Store Design and Point of Purchase Advertising

Media such as fashion magazines – Elle, Harper’s Bazaar, Style & Catalog, internet advertisements, on Facebook, newspaper, on location bus ads, bill boards and in-store advertising materials.

Timeline AllureStarting with pre-Christmas. Around Oct/November launch. A time where people prepare to buy year end, holiday items and gi7s.

April: Ideation, proposal presentation.

May: Discussion of proposal

June: Confirm of proposal

July: Gathering details and advertising campaign materials. Media buying.

August: Shooting of campaign. Preparing of materials used across different media.

September: Beginning of branding and advertising campaigns. Prelaunch announcements.

Oct/November: Launch / Opening event

December: Christmas promotions

January: New year promotions

Feb- April: Continue brand promotions.

1 Full year. Feedback and track KPI.

Conclusion & Summary AllureEstablish Allure as a new fashionable and trendy hair accessory brand that provides quality products at

affordable prices and also collaborates with high-end brands for special collections.

Integrated marketing campaign to break and establish Allure into the market and to be the number one hair accessories brand in Singapore that offers updated hair accessories at affordable prices.

We aim to build a multi-tiered campaign, diving into party and lifestyle scenes while building an interactive relationship with our target audience.

Allure

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Thank YouPrepared by Teo Jia En FMT4A 12565

Supervised by Bill Ang & Circe HenestrosaDE 2608