As the brand manager in my team I have constructed my New Look booklet to include a wide variety of information on the New Look brand image and their place in the market, as well as example ranges and fashion influences.
The Booklet first looks at the New Look brand, the customer and New Look's market share.It then goes on to describe New Looks social responsibilities. I included this information a I think it plays a part in how New Look are percieved by the public.
New Look have recently opened a new flagship store in London's Oxford Circus and are currently undergoing a visual design update which is being rolled out across stores. I have included information on both of these store updates as they show that New Look is continuing to grow, expand and develop in a fast pace market.
The booklet then goes on to cover New Looks advertising and their use of celebrities in helping to promote the brand. I have given a brief description of some of New looks key competitors both direct and in-direct. I have also placed their cmpetitors on a perceptual map which shows where New Look are in comparison with the rest of the market.
The booklet finishes with the two ranges I have created. The Spring/Summer range focuses on pastel colours and florals which are both big trends for the season. The Autumn/Winter range uses a colour palette of black, orange and grey.
Thursday 22 April 2010
Tuesday 20 April 2010
Ranges from New Look booklet
These are the two ranges that I have made for New Look. The first one is for Autumn/Winter 09 and features a colour palette of Black, grey and orange. It follows seasonal trends and I have shown inspirational images behind the garments. The black dress and Black jumpsuit are key pieces of the range which would be suitable for christmas party wear. These pieces aswell as the black blazer follow the embellishment trend which was popular on th catwalk at Gucci and Prada. I have put this range on the New Look boards and included it in the New Look booklet to show an example of a range at New Look.
The second range is for Spring/Summer 10 and i have focused on the key trend of pastels which is popular on the highstreet. I have included an image from New Look's marketing to show how they are currently showcasing the trend. I have also used colour ranges from WGSN and images to portray this colour combination. i have featured floral fabrics which are also a key trend for the summer.
Final Presentation boards
These are the finished boards for New Look focusing on brand managment. The first board features the Autumn/Winter 09/10 range and includes some brief background information on the company.
On the second board I have put information about the New Look brand and customer. I have also described the social responsibilities that New Look have taken on such as ethical trading an charity work. Aswell as this information I have addded images of advertising of the range on the previous board.
Monday 12 April 2010
The New Look customer
Many people love New Look and with over 1000 stores providing fashion for women, men, teens and children, it is difficult to describe one single New Look customer. That said, these are our two main groups.
Bags of fashion - our female customer
Most of our women customers are keen shoppers. They love to bag a bargain and get a real thrill from finding that killer fashion item. They want clothes that are bang-on trend but that also fit their style and life.
Look good, feel good - our male customer
Our male customers like to shop and enjoy fashion but perhaps don't need quite as many new clothes as the girls. However, when they do buy, it's very important for them to get it right and to feel confident about their fashion. And of course, as keen New Look shoppers, price is really important - the more fashion they can afford the better.
This is why we spend time listening to our customers all over the world. We talk to them in the stores, in groups and one-on-one. We also have an online community of New Look shoppers who give us feedback 24/7. This means we can keep delivering new ideas, new looks and new reasons to keep coming back.
This is froom the New Look website and describes New Look percieve their customer and the customer they are trying to target.
Bags of fashion - our female customer
Most of our women customers are keen shoppers. They love to bag a bargain and get a real thrill from finding that killer fashion item. They want clothes that are bang-on trend but that also fit their style and life.
Look good, feel good - our male customer
Our male customers like to shop and enjoy fashion but perhaps don't need quite as many new clothes as the girls. However, when they do buy, it's very important for them to get it right and to feel confident about their fashion. And of course, as keen New Look shoppers, price is really important - the more fashion they can afford the better.
This is why we spend time listening to our customers all over the world. We talk to them in the stores, in groups and one-on-one. We also have an online community of New Look shoppers who give us feedback 24/7. This means we can keep delivering new ideas, new looks and new reasons to keep coming back.
This is froom the New Look website and describes New Look percieve their customer and the customer they are trying to target.
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