Exploring and implementing brand tone of voice

11th November 2013

Roberto Cavalli

Design equation:  Animal Print
                  Exotic Print

- Italian           - Embellished        - Printed
- Luxury            - Browns             - Ethnic
- Interiors         - Women              - Children
- Menswear          - Exclusive          - Bags
- Gym               - Alcohol

Exclusivity: Online/in-store/high end department stores e.g.                  Harrods and Selfridges

Online - Keep packaging high end looking - need to keep brand              image without people entering the store

Possible Competitors - Pucci
                       Valentino
                       Alexander McQueen

Introduction to market research and trends

8th November

Research Sources

Primary Sources:
- Experiments
- Field Study
- Surveys - Questionnaires/Interviews
- Prototypes

Secondary Sources:
- Literature review - Books/Journals/Research papers
- Case Study - News/Products/Practices

Michael Kors,
'Fashion used to come from one source at a time, be it the street, the runways or the entertainment business. The interesting thing about today is that influences come from high and low - everything from couture to target'.

Trend Research Analysis:
Pestled/Brand/Consumer/Competition/Media/Product

Types of trends

Long term:
- Political   - Sociocultural  - Environment  - Economy   
- Technology  - Demographics   - Legal

Short term:
- Brand   - Competition   - Product   - Consumer   - Media

Trend timescales

Megatrends - Impacts of climate change
Socio-cultural trends - environmental
Consumer trends - youths start to rethink consumption
Behavioural trends - green packages e.g. unpackaged shopping
Solutions & products - reusable shopping bags

Dominant mega trends:
- Globalisation   - Digital   - Health & wellbeing   
- Environment

Long term trends 

Social:
- Ageless society   - Body perfection   - Networked society
- Personalisation   - Globalisation/homogenisation

Technology:
- Moblie/mobile payment NFC   - Personalisation
- Ecommerce                   - 3D Printing
- Price comparison/reviews    - Click and collect (ASOS)
- QR codes                    - Social media
- Wearable technology         - Interactive retail
- Apps                        - Live participation

Environment:
- Environment/globalisation   - Closer to market
- Faster: reduce lead times   - More flexible: customisation

Short term trends

Consumer:
Street -> Celebrity

Competition:
Catwalk -> In store -> Visual merchandising 
-> Advertising/Promotion

Media:
Print -> Film/TV -> Music -> Photography -> Art

Products:
Colour -> Materials -> Prints -> Patterns -> Design

Motif Trend - Brand Handwriting

5th November 2013

When looking at brand handwriting there are many design elements to consider including:

- Colour               - Signature
- Pattern              - Letter form/Font
- Monogram             - Media/Material
- Product

An example is Schiaparelli pink

Ella Schiaparelle was around in the 1930s and the Schiaparelli pink represented the shocking, bold, feminine and strong attitude of the brand.
It also shows the individual, unique, flamboyant and surreal aspects.





Below are other example of other brands that have strong associations with colours:




On the left is Christian Louboutin
red and on the right is Louis Vuitton brown.








The orange on the left is associated with Hermes due to it being a strong colour used throughout collections and packaging. Whereas the colour on the left is solely used for Tiffany packaging.








These colours are both representative of flagship stores in London. The right Selfridges and left Liberty.