My Film

The new face of my campaign is masculine and strong. The connotations of my film is the attraction of the what the man has for the fragrance, this is because the scent however holds a strong presents in the market

My film is the new relaunch of Eau Sauvage by Christian Dior the film open with a head shot of the new face 'Edward Jenner' be look into the camera with a sophisticated look. You can instantly tell he will well groomed and he indicates wealth,  his luxurious life stlye means he gets mostly whatever he desire therefore ironically I added a finger click to make the film or fun and a bit edge. He sprays himself with the fragrance which leads him to this beauty women who falls in love with his scent and ora. The heritage of the perfume gave me an idea of long lasting love, the product has been loved by many, as well as the love stories that they share. 

The music gets more upbeat when he meets this women as if it a heart beat of excitement and emotion. The imagery looked very masculine and sophisticated he smiles at the women and feeling of happiness and joy.

                                      

The story leads on to the couple spending time together, they are so devoted to one another just like many consumers and devoted to the product 'The love of my life'. The gorgeous crystal blue eyed  female looks him in the eye and that one look takes his breath away, the product is what a man want however he has got all he needs.

The couple spend some intimate time together, the scent being a piece of magic were this female cant take her eyes off him. She is so engrossed in his essence she cant bare to be apart from him.

Press Release

The press release contains information about the launch and event that are taking place to promote the product. There is additional information on the form that provide whomever needs it to contact for anymore information or questions about the event. It explain the relaunch at covent garden which is a huge aspect of the release we hope that it all runs smoothy and has a great turn out of publication.

Touchpoints:

Invites to the Dior event which will be sent to exclusive industry designers, media and celebrities. The event is to premier of the new 'Eau Sauvage Film'. Luxury famous bloggers and magazine editors will be at the occasion exclusively for the media and main consumers. 

Billboard Poster and Magazine Dis

Billboard:

 I produced a Billboard/Poster for one of my Touchpoint, this sort of advertising is seen by more than just the consumer or audience its been by everyone in the streets, cities or towns. The billboard is essential to create a excitement about the campaign which is publicised by the new face of 'Eau Sauvage' this will attract consumers to see what the product is all about and what the story is behind the poster. Its a very catchy visual a masculine man with his shirt unbuttoned, story face shows that this advert is not messing around it means business.

MAGAZINE:

I also chose as well as a Billboard to create a Magazine PR image, which will be published on the back on a magazine two page spread. I have chosen to put the font across the visual to portray a real brand image and strong logo which reflects to the fragrance. The fragrance is in the top hand corner so the reader understands what the product it thats being relaunch. The new face of 'Eau Sauvage' covers the back of the A4 spread Edward Jenner - which will be a really good reinforcement for the brands marketing strategies. It is also very eye catching anyone looking at this image would definitely look twice, the strong ora and present that is portrayed from the image women will go wild at the new look and men will want to feel like the model who is posing on the back cover. The image illustrate sensuality its a very admiring piece of imagery that suggest the product is citrusy, spicey and full of energy.

My Dior App

My Dior App allows the public to interact with the Brand. The customer being apart of the app allows them to receive a special treatment from Dior. The App focuses on Clothing, Fragrance and Beauty it is aimed at both men and women. The app download will focus exclusively on Eau Sauvage which is available by scanning the barcode on software such as Ipads, Iphone or smartphones the app barcode is advertised in the exclusive magazines, and social network. Once the consumer has scanned their barcode they will be elegible to a discount of the current Eau Sauvage Parfum also with the unique  code EA5U, which you will find in many fashion magazines you are able to receive a special treatment from the brand which will indulge the public to find out what it could be. This is were women can treat their loved ones for Christmas. Everyone are using their phones in their daily life so why not release an App which allows fans and consumers to be the first to find out about:

Fashion shows

Discounts and promos

New collections

Tickets to events

Beauty launches

Fragrance Campaigns

Win limited prices.

Browsing and Shopping in the comfort of you're own home choosing between a range of products and services.  Quick and easy purchasing which is delivered straight to customers door. The more time you spend on the app the more samples and freebies you are entailed too.

Macro Trends

AWAKENING TECH

Awakening touch are trends that are constantly developing, people are now stirring away from it. Everyday moves we make, we are being watched, you become disconnection from humanity is being watched

'Rabbit Hole' effect you are being strung towards something emotional, your mind get the better of you its a got to experience feeling. 

The current silicon trend wristbands, the feeling of overwhelmingness its a must have item this is advertised online so it stimulated through technology. Connecting with the consumer making them involved, giving them the feeling its something they need rather than a choice.



 Giving a smooth experience for customer, a rabbit hole experience were they are falling into a fantasy. This is a vision of the future to enhance the customer experience. The world of date and technology had become apart of us, its focused more on the friendliness and humanity. 

Awakening tech is taking attributes such as a social networking experience new apps one in particular called Modiface 'beautiful me' takes pictures from your Facebook downloads them on the app to assess your skin tone and recommends skin produces and colouring advise about your skin tone. This app is working with a third party of wellbeing and goodness which is all about the customer experience. 

These resources and brands are involved more in learning about how consumer interact with them online by using their sources and uploading information. 

Certain tools can be monitored on how people are reacting to what them. Modernization of awakening tech show discussions of avatars were people can try on clothes and help shop, these technical and digital experiences and becoming more erratic.

For example the Ocular rift is a 3D head piece adding additional senses and giving an experience of a surreal event or activity. 


The Sharded Awareness

Trend Forecasting

The shared situation awareness is a professional context and observational research. It consist of the themes and ideas of opinion formers - fashion does not feed fashion, it is looking outside of fashion society, ethical and trademarking which feeds more to the audience. 

Trend Forecasting is the market position within a brand and its ability to recognise a pattern in a fluid situation using its information to anticipate what might happen. 

The fashion industry is forever moving, most fashion brands have a short lifespan, for example new looks 'Chipsta' the chav and the hipster integrated together the beard on men has gone its no longer in date.  

In the early 1920s and 1960's the hairstyle 'bob' was a big thing it gives a definition of periods, now fashion is seasons its very fast past and fluent you have to take a snapshot of the moment. 

• Film, Music, Exhibits, Culture, Locations, Attractions and understanding are in important in such a fast moving industry 

• Observing the raw data- galleries, windows, clusters, observation and experiences

• Which spots a pattern for hypothesis links, materials, aspects, faces, ideology and beliefs the way a brand unfolds itself what is expected.

• You test this hypothesis show it works for many scenarios, it ties in with the moment . 

Ford & Trafalgars
Ford 

• Easily accessible will be bought by many
• Fits in the moment something that will appear very important Something that is sold quickly.

Trafalgar - 

• Slow fashion
• Idea evolves slowly over a period 
• Something that is touched on time and time again
• A theme that is revisited by the designer 

Vivienna Westwood has a strong british essence within her work

Galliano moved to Margeila 

Bubble Up and Trickle Down

Bubble Up 

• Trends emerge from the street that enter fashion and work their way up
• Mainstream thought - fruits (photograph kids) haragucoo
• Saint Laurent in Dior 1960’s observed carnaby street- collection crocodile boots, capes, (beat knit look) 
• Camden market second hand vintage

Trickle Down

• Catwalk designer put onto a accessible market
• Made it to the high street where designers and being put into economy fast fashion
• Influenced from a high end market for a fast fashion market level 

Tom Ford Collection 2014

           Topshop Unique Collection 2014

          Rihanna Collection for River Island

THE POLARITY PARADOX

The Polarity Paradox is a copying structure for recession consumers having an obsession for everything,  hence the new services that are available for example, Netflix are enabling people to watch box sets of programmes in one sitting, this is more accessible for people with 9-5 work lifestyle.

 Normally these programmes are shown once a week therefore people are able to watch it at the own leisure and continue to do other things. People are adapting to extreme diets, work patterns and products a big devotion in their lives.

 Made in Chelsea Reality TV show on catch up Channel 4


 Knowing the difference between dark and light, luxury and frugality brands are becoming aware of the extreme states, the public attitudes are increasingly changing so rapidly at the pace of information that industries and business are having to change and create memorable experiences for the consumers.

 The public opinion swings with the wind. We are living in an era where everything is categorised by polarity paradox, its marks a shift in how we form and then re-form opinions.

 "This polarisation is a tendency that we have observed for a longer timespan, which is gaining relevance not only towards our consumption patterns but significantly in political opinions,’ says Dr Stephan Sigrist, head of Zurich". 

THE SHARDED SELF

Everywhere you turn there is new technology and new subscriptions all over the social media. It is a way of interacting, making choices and expressing your opinion. 

Its an identity hidden behind a screen, these personality are being expressed through social media is why is called the 'sharded self' however are they truly being themselves? 

A lot of people hidden behind a screen can come across confident, cocky and opinionated however could be extremely shy in person, the balance between your online and offline lives.

The show 'Catfish' is all about the hidden identity, pretending something you are not making a fake account on Facebook and Twitter making people believe this is a real person who looks and acts they way they come across online. 

People pursue a life over these network sites to create a fan base, to collect followers acting out a life to entertain others and if you don't receive these followers or likes you become disconnected.

 This can course issues with alienation, were negative comments can come along or being ignored by followers which may lead to social anxiety. The sharded self is somebody not being their true self!

• Elasticated Personas – where we are happy to stretch the truth and ways of presenting ourselves without believing that we are cheating on others
• Continuous Partial Living – where we live multiple lives and personalities offline in a way that is increasingly vicarious and peripatetic
• Pindividualism – where we are what we pin
• The Mr Benn Effect – where we swap uniforms, tribes and key behavioural patterns to maximise our value, or increase our high social net worth (HSNW)
• Troll Marketing – where brands are taking the masked abuse learned from the internet and turning it into potent campaigns 

THE FLAT AGE SOCITEY

"Your as young as you feel"

The flat age society are consumers over the age of 50, they are a market of both men and women who refuse to age. Also known as the blooming group, managing a process of not ageing traditionally both parents and grandparents. 

They are looking for something exciting and active to do, more old people are coming out into the lime light and featuring in ad campaigns like The Row collection by the Olsen sisters.

The Row's striking 65 year old model 

Mary Kate and Ashley Olsen

Over 70% people in the USA sign up to social networking once everyday therefore making technology easier for them to use helping them to engage online- where certain brands have already started to make things easier online helping facilitate to the older generation. 

Fabulous Carmen Dell'Orefice 81 year old Model

Typing, seeing and hearing is a universal design helping to create something that is accessible for every generation, the aim to not make any formation feel left out or different. 

The flat age society are taking there health very serious to keep them feeling healthier and looking better at least 20% of the fresh & organic food market is consumed by the flat age, they keep their portions small to keep the weight under control.

 OAP's savings are 45% of the luxury brand market worldwide. You see the older generation embracing their youth, wanting to take luxury travel experience, having fun, staying young they are looking for adventure and excitement.

Lanvin

          Modelling at the age of 82

            Jacquie Tajah Murdock

Its time we start celebrating this generation, it is important that people are remembered we are all young at heart.