DAVID NIEPER
RE-BRANDING
DAVID NIEPER
Individual Project
Idea Generation
Market, Brand & Consumer Research & Anaylsis
Branding & Promotion Development
Using market and visual research, I have created a proposal for how David Nieper could rebrand itself to appeal to a more outgoing and confident target consumer.
CONSUMER PROFILE
Initially I began by creating a consumer profile to imagine who David Nieper's target consumer for the next collection will be. From looking into the Flat-agers trend, discussed at the LSN trend briefing, I will be focusing on these Baby Boomers. Character traits include technology savvy and entrepreneurial while personalities express a liberated attitude where they regard themselves younger than they are.
LEISA HUGHES
For inspiration, I chose to use Leisa Hughes’ designs for a new cruise collection. I chose her designs in particular because of the strong use of playful but sophisticated patterns. To keep a similar theme in the branding of the collection, I have tried to incorporate similar patterns that Hughes used as inspiration for her own designs.
BRANDING INSPIRATION
BRANDING DEVELOPMENT
FINAL BRANDING
From looking at the current branding and aesthetic of David Nieper’s website, there is a neutral two-tone colour palette and simple, rounded font that immediately looks old-fashioned and out-of-date. To modernise this for the new collection, I have created this poster-style graphic which still involves the current logo but is contrasted with sharp lines and boxes to bring it up-to-date. I chose to use two contrasting marble prints as I connote marble with classic, greek sculptures which are normally associated with the royal. This adds an expensive and sophisticated style to the branding which makes David Nieper come across more exclusive and luxury to which I believe would relate to the David Nieper's consumer. In terms of colour, I chose to use blue in the background to portray the sea and a mix of pink and orange in the foreground to depict rocks and sand, linking in with the summer season.
PHOTOSHOOT
In terms of the photoshoot for the Cruise collection, I started by looking and thinking about the journey the consumer takes from purchasing their holiday wardrobe; packing their suitcase; travelling to their destination and finally arriving and wearing the collection on holiday. In the campaign I would like to display all these elements to show how versatile and appropriate the collection is at all stages of the consumers holiday as I believe this is an important factor the consumer will look for. My main influence for the photoshoot comes from the fashion photographer, Norman Parkinson who takes stylish and elegant photographs of women in different places across the world.
PROMOTION
For the promotional strategy, I considered what platforms are used the most by the David Nieper consumer. With this is mind, I decided that in terms of magazines, Red and Tatler would be the two most suited. Red is a luxury, lifestyle magazine that is aimed for ‘cool, contemporary, thoughtful women’ and has a median reader age of 43 with an ABC1 profile. Tatler is also targeted at upper middle class British women with a focus on fashion and lifestyle as well as coverage of high society and politics. The average reader of Tatler also fits into the ABC1 category with 48% of its readers aged 45 or older.
Moving on to look at potential online promotional ideas, I think that David Nieper would benefit from Google +. At the moment David Nieper doesn’t really have a strong online and social media presence with only 108 ‘likes’ on Facebook and 486 followers on Twitter. However, I do not think that just trying to increase these numbers will be the best option but instead create presence on a new online platform which is better suited to David Nieper’s target audience. This is where Google + comes in. There are many ways that consumers can interact with the brand through Google +. Initially, a Google + page would be created about the brand of which consumers can look at to find out more information about the history of the brand, how the clothing is produced and interesting related news about the fashion industry or other lifestyle events that the David Nieper consumer would be interested in. After this profile has been built up, scheduled Google + hangouts could be arranged monthly to talk to inspirational mature celebrities who could share their style and beauty tips on how to stay looking great as they get older. To link in the new cruise collection, the first celebrity could focus on what essentials they pack in their suitcase for a summer holiday. These conversations happen live and can include audience participation to ask the celebrity questions. Once these broadcasts are over they are automatically saved so consumers can watch them at any time.
