This module is about constructing a fragrance brand, opposite to the last module where I was to focus on deconstructing a brand and breaking down the main parts. Thinking about the FCP triangle, the consumer, packaging and selling a story for a product that really is only coloured liquid that smells nice.
This module focus’ more on primary research to help idea development, I have done this through questionnaires both online and asking people of Nottingham and London at home about what scents they like, preferences on fragrance packaging and what they feel is missing in the market. I have learnt the key elements of communicating a brand through narratives such as sensuality and indulgence and what message is being portrayed for the brand. Other contributes can be from colour palettes to the location that an advert is based. I have learnt the importance of collaborations and how they drive foot traffic and can strengthen the credibility of the brands for example Stella McCartney and Adidas. Collaborations can be between artists, brands, bloggers and retail, the opportunities are endless, anything that can open up a window for new product categories. There must always be a strategic purpose behind the collaboration or there becomes a risk of losing brand equity.
Our reading week looked further into the FCP process and the importance of thinking outside the box and the impact a good form of promotion can bring to a brand. The books given focused on creativity and the importance of story telling, something key for a fragrance brand. A question stated- Why is story telling so important to the creative process? “Well, its what we build our ideas around. It’s the very fabric of our thoughts. If the idea is the foundation of the creative process, then the story is the vehicle that delivers it, making it memorable”. Without a story, a brand cannot connect to their audience. We have been encouraged to begin a scrapbook, something I have always loved and helps me with understanding my progress, I can see what looks good and keep those key tear outs that inspired me or informed me on new concepts.
As part of a team we presented our primary and secondary research that has helped our idea development. We focused on three main macro trends, personalisation, eco/natural ingredients and relaxation. From here we looked into how scents have catered to these trends and what could we as a team contribute to the market. By looking at what’s happening in the world globally, we have decided to aim our brand to the working women. There has become an increased need to stand out in the fragrance industry but also as a customer, scent is personal to the individual, one does not fit all. Our feedback showed we need to step back from a product idea and continue to find more primary research around the idea concept to get more of an understanding of what our target audience really needs.
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