This afternoon my group met up to discuss and decide on a brief for our exam project. The brief that we mutually agreed on was for the clothing brand 'Peacocks'. The reason I personally wanted to do this brief was because I felt the brand had potential. The brand however lacks continuity between the logo, the website and the interior of the store. Something is evidently missing and I think our group will enjoy finding out what that 'something' is.
The brief:
To increase brand awareness of Peacocks and enhance Peacocks' fashion credentials, without excluding the existing 'family' customer. This may involve using above the line marketing channels, such as devising an advertising or digital campaign, sponsorship, or through below the line marketing activity, including PR, window schemes/displays, promotions, in-store point of sale and packaging.
The brand clearly needs to be repositioned. As part of our research we plan to visit stores such as 'F&F' at Tesco, 'George' at Asda and 'Per Una' at Marks and Spencers in order to familiarize ourselves with the competition out there. We also plan to get a closer look at how these 3 brands have effectively/ineffectively repositioned themselves.
On our next meeting we plan to:
- visit our local Peacocks store and conduct a site/store analysis
- establish the main competition
- compare the prices of garments from Peacocks to it's main competitors
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