Fair Trade Project (Advertising and Visual Merchandise)

After Visiting Fair Trade shop in Holmfirth and talk to Mr. Steven (Chair Man of Fair Traders Cooperative). He also would like to have advertising to have at point of sale. Our inspiration from High Street Brand as Topshop. 

Our objective

• Increase awareness
• Change perception of some group customers (teenagers) that Fair trade products is not old fashion or for old people.

Then we come up with 2 kinds of Art Work.

1. Advertising poster (Pack shot)
2. Story teller (Tell where the product come from)

Topshop Banner 

Topshop Website advertising 

I do some research about Visual merchandise as well because at the shop visual merchandise is very important to get customers to check out product into the store. 

Visual merchandise is store advertising to bring customer get into the store and buy the products,  The shop need to have visual merchandise concept and theme. There need some signage to inform customers what  new arrivals are or what are the best sellers.

Fair Trader Shop in Holmfirth

Before doing Fair Trade Project, visiting the shop to gain how they run the business is very important.  I can see all products categories and prices.

Window Display

Fair Trade Consumer Products

Before I see the shop, I thought the shop does not have many product rang. I thought there are only coffee, or some chocolate but there are plenty of fashion product as well for example clothes, accessories and bags.

After exploring, I decided to take one window to show my creativity work. I think about increasing awareness and advertising because If they would like to increase sales. It is necessary to increase the awareness and tell the customers where the fair trade shop locate and what the fair trade sells.

Building Luxury Fashion Brand Part 3

This is the last post about 9 characteristic to build luxury fashion brands. This part consist of 3 characteristics which are as followed.

7. Heritage 

Each luxury brand firm has highlight the value of remaining faithful to historic positioning or the founding and current designer of the brand because this strategy has the ability to add and maintain authenticity.

Louis Vuitton Advertising Campaign

Prada Advertising Campaign

Burberry Advertising Campaign

8. Luxury Environment and Experience 

The store environment is represented by flagship store which is significant to the brands. One of Chief Executive of Company said " It is an important part of what the consumer paying for"  Therefore, the flagship store was considered to required the a lot of investment however it provided to supreme experience. The store is not only assisted their licensing and wholesale business but also provides an insight into personality and soul of company which help in the development of a working  relationship for business to business side.

Louis Vuitton Flagship Store

Dior Flagship Store

Prada Store

9.  Culture 

The culture of  brand refers to the expertise behind the brand. The firms consider the importance of the right person working the right job from management to the staff on the shop floor. In addition, within the organization need honesty, integrity, morality and teamwork as without these message created would be false.

To create successful luxury fashion brand seem the tough way to achieve, not only innovative or creative which the brand need to have but need to have all of those criteria which can not miss one or another. In my opinion, consistency in product quality is one part which can maintain the brand reputation and relationship between brands and customers.

Building Luxury Fashion Brand Part 2 Premium Price & Exclusivity

6. Premium Price 

As the luxury fashion brand positioning say itself, premium price not only reflected the handmade product and quality attribute associated with luxury, but also suggested the element of exclusivity of a product as a high price creates a barrier of entry.

7. Exclusivity 
Exclusivity is inherent to luxury brand positioning. The companies try to control the distribution and accessibility of the brand to ensure exclusivity.

Front row at Fashion Show

Front row at Fashion Show

Chanel Store

Chanel Store

Building Luxury Fashion Brand Part 2 - Product Integrity & Brand Signature

This post I will talk about Building Successful Brand which is still in Part 2 because I still talk about the characteristics. 

3. Product Integrity 

Product quality, Craftsmanship and attention to detail are significant to fashion firms. To achieve fashion status the companies  need to invest a lot of money in innovation and creativity. 

Last month, I have been to Valentino Exhibition which showed 139 dresses. This  exhibition make me understand why Valentino is the one of the most famous luxury fashion brand in the world. Some gown took more than 40 years to finish which some of them need special craftsmanship and very in detail to make it. The method or the way they embroider or the design, it shows their brand identity and product integrity including brand signature.  

Valentino

Valentino

Valentino

4. Brand Signature 

The importance of the brand signature and iconic products refer to as the designers' style, hand writing or 'brand DNA'

When the brand products a lot of products or sell numerous product categories that need to be consistent and coherent which will minimize the damage of confusing the consumer. 

Chanel

Chanel

Dior

I will talk about the rest of characteristic in the next post. 

Ideas for Fair Trade Project

After I have been searching about consumer behaviour about Fair Trade Product. I found that the young people might think that Fair Trade clothes or other products suit for old people and old fashion. In fact, there are various price and many product range. Some products sell at reasonable price.  I think I might come with project that I can help to change the perception of some group of people especially young people. 

Therefore I come up with 4 questions. 

1. How customer think about fashion brand using Fair Trade supply ?

2. How customer feel when they buy the product from Fair Trader (Fashion Products) ?

3.How  customers think Fair Trade product will be added value or devalued ?

4. Does celebrity endorsement could change the perception if the big designer use fair trade material ?

Fair Trade Fashion Accessories 

Creating Collaboration or New Marketing Campaign is my idea which i think might help to change  perception of young people. PR, Event and Digital Media are important tools nowaday which might help to promote Fair Trade and increase awareness including approaching new target market as young people to get to know more about Fair Trade Products. 

Fair Trade Gifts 

Building Luxury Fashion Brand Part 2 -Marketing Communication

2. Marketing Communication is a tool which the firms use to promote their brands to customers' eyes. Luxury Fashion brands invested a lot of money to in communication strategies. Each company use different tool which might depend on their goal and their strategies.  

Before in fashion industry seems fashion show, advertising and PR are core tool which they use to promote their brands and their new collection. Recently, celebrity endorsement is another important tool that the brands use. As you can see from the magazine cover or new collection campaign. Because of celebrities have influence to  consumer behaviour. 

Nicole Kidman with No 5 Campaign

Emma Watson with Burberry

Natalie Portman with Christian Dior

In my opinion, celebrity endorsement is one way which the brand can get media coverage. However, it depends on the level of popularity of celebrity as well. The more the brand get media coverage, the more become popular.

PRADA in Vogue

PRADA in Vogue

Chanel in Vogue Spain