Brand Board

Carhartt

Heritage 

Heritage is all about the story behind the brand, it can be broken down into 5 categories:
Values 
Nostalgia 
Provenance 
History 
Expertise  

Carhartt Work In Progress is the avant garde way of living the Carhartt lifestyle. 
Founded in 1994, the first collection designed just for Carhartt work in progress was produced in 1997 and originated in America. The first product that Carharrt constructed were overalls made of denim fabric and duck, this tightly-woven cotton fabric was also used to make tents or ship’s sails. Carharrt WIP still implements this attitude that their fabrics that are said to be able to withstand many activities and weather situations. Carhartt's slogan is "honest value for an honest dollar", the brand still embodies this attitude but with Carhartt WIP they have reworked the workwear cuts for an active urban lifestyle.


Core Values

Quality 

Durability 

Comfort 

Contemporary items that appeal to a global market 

Style of clothing
Unisex 
Boyfriend style 
Strong aesthetic touch with a feminine look 
Urban 
Rugged 

Customers

Urban Sport  
European riders 
Graffiti writers 
Nascent Urban Scene
Musicians 

For traditional Carharrt the customers are:
Construction workers
Farmers
Outdoorsmen

SWOT Analysis

Strengths

Offer niche products (filling a gap in the market) 
Available in many countries 
Strong history 
Established brand name 
Good quality 
Collaborations with well known artists etc

Weaknesses

They don't have a big market presence  
High competition  
High prices
Confusing brand segmentation eg Carhartt and Carhartt WIP 
Original American cuts not suitable for Europen customers 

Opportunities

Collaboration with underground brand and artists
Build a marketing strategy around heritage as consumer are becoming increasingly interested in the brands history

Threats

Other brands offer similar products but at a cheaper price and consumer are often more

The wrong type of celebrity wearing the brand will bring in the wrong customers, for example Rihanna wore the Carhartt beanie which lead to teenage girls wanting to buy from the brand  

Helping Society

Support - Aiding in in the scenes cultural diversity and creativity  
It consists of creating partnerships with many of the main skating and BMX events in Europe as well as supporting local scenes over many years, helping skateparks to develop and persist
BMX scene 
European skateboarding

Store Visit - Location Shoreditch

The Carhartt that I visited is situated in Shoreditch and is surrounded by stores such as Glasswork, a gallery and the coffee shop Pret a Manger.

The atmosphere was relaxed with indie urban jungle music playing, however staff did not greet customers instead they were often talking among themselves. Unlike many stores Carhartt has no specific smell, the only way to describe it is fresh. The product range was large, the store consist of products such a mugs to coats. The most constant styles in the store were earthy tones, animal prints, army print and unisex styles. Many of the mens item of clothing were the same for women but just in smaller sizes. The prices ranged from £11 for a miscellaneous item to £345 for a coat.  The layout of the store is that products were 5m from the door, they had no mannequins or displays by the till. The interior was rustic and minimal. The customers could be considered on a completely different spectrum of style, some were dressed smart in blazer other looked part of skater scene. We observed how many customer entreated the store and concluded that the store never become overly packed however later on in the afternoon was when it got busiest.   

Website Analysis 

Carhartt's website does not just enable the consumer to buy their products, it enables them to amerce themselves with the Carhartt lifestyle, such as on the music section the consumer has the option to listen to Carhartt's own radio station. The site has an easy to use layout and a blog like style.

The site contains tabs such as skate and music, this represents who Carhartt believes are their customer and what they believe their interests will be.  

Model Casting

The models that are usually cast for Carhartt's promotional work they have an urban edge to their look while still have a typical model look to appeal to wide target market.

Trends - Competition, Small Boutique Labels, One Off Designs, Culture Icons  

How To Write A Press Release

What to include:

High residue pictures
An angle - Your hook to the press - Meet and greet high end exclusive, make it photo worthy - Images sell 
Always about something that is coming 
Relaunch, Re packaging, Heritage, classic, celebrity at launch 
Clearly state press realise, brand and date
Clear Layout
Informative 
Easy to read    
Bold time and large - Title 
Brand colours - Dior 
When it goes live - For immediate release 
Headline - Mention Dior and Diorissimo - The face relaunch packaging - snappy 
Photo opportunity - what it is, where it is, when it is and contact details what they will get out of the ebbent  - selfie wall, pop up 

Paragraphs 3 -4 lines

Paragraph one -  Summarise the story  who - dior what- product  where- pop up or exclusive to a department store when and why - rebrand or new campaign 

Paragraph two - unusual touch points, re done the bottle, film shot by famous director, screening where is it set, firs endorsed product the celeb has e

Paragraph 3 - Quote - Art Director 

Paragraph 4 extra information - follow up, avail from when the price, size range  gift box 

Visual press release - specific product 

Notes from editor

Background story Dior

History of the of dior

when to wear it 

Press releases change depending on the publication 

Always follow up

If they say they are no find out why and what they are interested in 

Harrods first Concession Dior had - 60 year relationship  

Press Release Created For Pop Up Event 

The Window Display

Mood Board For Window

Details For Window

Film to be played in the centre
Beside the film will be a winter wonderland  
Bottles of various sizes will be hung in the forest like christmas decorations 
There will be a code on the window that consumers will be able to scan to gain all the information on Diorissimo and to view the film on their phones
The window display will be up a week later after the pop up event, while its still fresh in peoples minds 
The window display is key because more people see window displays than read magazines  
The window will be displayed at Harrods, this is because Dior had their first concession here and have had a 60 year long relationship with Harrods  

Window Layout

The Event

Event Mood Board 

Event Details

A pop up event

Name of event - Relaunch of Christian Dior's Soul  

Invitations  - Silhouette of Christian Dior - Heritage 

Pop up cinema - Premier of full advert 

Photo opportunity  - Raf Simons  

Upon entering attendees invitations are sprayed with the scent of Diorissimo 

Attendees - Bloggers (Word of mouth), Up and coming young talent from all over the world 

Performers - Circa Waves (The band on the advert)    

Serving ware - All embellished with Dior logo and cinema like packaging

Food - A mixture of cinema food such as popcorn  and cocktail food like canapés 

Attire - Cocktail 

All about hyperrealism having a contrast of 1950s glamour with modern factors such as the music and digital influences 

Digital factors - 

Live stream beginning of the event - gain more publicity and involve the public

The use of Crowdoptic - Is an app that when pointed at objects will give the consumer more information about that particular object 

Gift bags to contain mini versions of their Christmas Golden Shock Collection, as well as mini Diorissimo bottles  

Event Layout

Front Of Invitation

Back Of Invitation

Gift Bags

The gift bags will contain the golden shock collection and these products as well as Diorissimo will placed around the event.
Using the Crowdoptic app they will gain more information about the products. 

The Advert

Details

Inspired by Valentino adverts

Same style as film 

Have on Instagram and do "like to purchase" similar to how Marc Jacobs did, where consumers like the photo then will receive an email on how to purchase - E Commerce   
Black and white to link back to Dior heritage  
Simplicity to link to essence of Dior's sophistication  
To be put in magazines as well as online 

The Advert

The Film

Mood board 

Film Details

Narrative - Women is trying to decide what to wear, by the end of the film she realises all she needs is the perfume Diorissimo 

No face - this is to attract a mass market, as by having no face Dior can try to appeal to millennials and flat agers. Therefore by generation less. The reason I believe we can target both markets is the flat agers will find the perfume nostalgic and the millennials will like the modern twist the relaunch will include

Influence - The fast pace of The Girl With The Dragon Tattoo introduction inspired me to create a fast paced film to represent the fast paced lives of today

Digital - This film will be shown on multiple platforms, Youtube (main driver for fashion), Instagram and Cinematique 

The use of a shadow it to link to the idea that Diorissimo is the soul of Christian Dior and he is guiding people to the perfume 

Also the use of black and white is to remind people how old Dior is and that it is a heritage brand 

Cinematique  

Cinematique is a new software that is optimised for touch screens and enables consumers to click on the items they like throughout the film, then at the end of the film those items pop up and they are able to buy them. - LSN Futuretainment - Shopable entertainment 

The Film