Jack Wills Market Research Results

Below are images of the graphs created on the website Survey Monkey (https://www.surveymonkey.com) to visualise the results.

Here is an image of one of the graphs within the final presentation, showing how it will be displayed and visualised.

Market Research for Jack Wills

To help with our group research on Jack Wills we decided to create a questionnaire to ask our peers within our course and outside of the course. We felt this would really help use to get a clear sense of the consumers opinion. Below are the questions we came up with for a paper questionnaire to be handed out, and also the digital version created on survey, which we have shared via social networking and our blogs.

Paper Version Questions
The questions within this questionnaire are very location specific as these are to be handed out directly to the audience we wish to gain feedback from:

•Male/Female

•How old are you?

•What course are you studying at Uni?

•Does fashion play an important part in your life?

•Do you follow trends?

•Do you shop in any of the following – Abercrombie& Fitch/Hollister/Ralph Lauren/Zara/Topshop/River Island

•Do you shop in Jack Wills?

•If Yes, what products do you own?

•If No, have you ever been into a Jack Wills store?

•Have you ever been on the Jack Wills website?

•What social media sites do you use?

•Do you follow any of your favourite brands of social media? 

•Do you follow Jack Wills on any area of social media?

•Do you use loyalty cards?

•Did you have a Topshop loyalty card?

•Did you go to the Urban Outfitters launch party in Nottingham?

•Do you visit your student union?

•Would you be interested in a collaboration event between your SU and a well known brand?

•Did you go to carnage?

•If yes, would you go again?

•Have you heard of the Jack Wills Seasonnaires?

•Do you think brand ambassadors are important for a brand and their promotion?  

Digital Version Questions

The questions created for this version of the questionnaire where much more specific in the
answers that the participant would provide. We were also limited to 10 questions, hence the
shorter length. We used a site called www.surveymonkey.com to generate this questionnaire,
which would allow us to reach a wider audience. 

Create your free online surveys with SurveyMonkey , the world's leading questionnaire tool.

https://www.surveymonkey.com/s/23GFS8V

Click here to take survey

Jack Wills Research

Project Two: Jack Wills

Work in Progress

Below is a PowerPoint containing all my work, ideas and research on the Jack Wills brand to date, including the group work and minutes.

Innovative Campaigns

Monday Lecture - Innovative Campaigns

The Past

• All-American, wholesome advertising
• Classic, Traditional
• Set up of generic visual codes

INNOVATION

Began in 1959 with the VW Beetle 'Think Small' campaign, which followed in the early '60's with their 'Lemon' campaign.

• The 'Think Small' campaign series was revolutionary within advertising and was voted the No. 1 advertisement of all time. 
• The follow-up 'Lemon' campaign was equally innovative and used irony in a new way within advertising; resulting in the phrase 'Lemon' still frequently being used today.
• These advertisements marked the beginning of postmodernist advertising. 

Following in VW's footsteps, Levi's released their equally postmodern 'Launderette' advertisement in 1985. This advertisement became hugely famous and influential, as has been used for copy-cat trailers many times. The original advert below feature Nick Kamen, a model, musician and songwriter; this marked the start of a trend within Levi advertisements of including attractive and famous men, most commonly models.

The Guiness Surfer advert from 1998 is another example of really creative and innovative advertising, and has also been recently named No. 1 advert of all time. It features their famous tag line 'good things come to those who wait' which has planted the fact that you have to wait 1 minute and 28 seconds for a Guiness to be poured firmly into our minds.

The Honda Cog (2003) advert is, again, a great example; following their tag line 'The Power of Dreams', the Honda team created an incredible piece of commercial film which took a staggering 6 months to film and, when it was finally completed, was filmed live in just 2 takes. The advert uses real car parts and no CGI. 

Sony Bravia advertising is another great example, this advert in particular (which is named 'bouncy balls' and was released in 2005) challenges original marketing methods, making it incredibly postmodern, due to the fact that the advert in fact includes no product placement or reference throughout. Instead, this advert simply sells an idea, a statement, that displays 'colour' in a new way to the audience. This, in turn, represents the brands position at the time at the forefront of new television technology, especially regarding colour, clarity and the HD revolution. The entire idea is summarised in the tag line 'colour like no other'.

Not only did this become a world famous advertisement, the music (Heartbeat - Jose Gonzalez) also became the most downloaded and listened too commercial track of all time. 
This simple, straight forward idea creates an evoking and emotional connection.

Sony's most recent advert is equally innovative and unique, showing their passion for this style of advertising (4K Detail - 2013)

The Present

Digital advertising allows for new, even more innovative ways to advertise and connect with consumers. An example of this could be the Skittles 'touch the rainbow, taste the rainbow' campaign. This advertising campaign created a whole new way to interact with the audience using pre-existing technologies, making it innovative, yet very inexpensive. This method gained Skittles a 78% increase in sales.

Colour, Patter and Brand Handwriting

The Modern Consumer

Friday Lecture - The Modern Consumer

Pre-Digital Consumers

• Limited choice/information/price/negotiation
• Limited supply/dialogue/redress
• Relatively powerless
• Old marketing methods

Modern Consumer - The 'Smartphone' Influence

• Connected
• Active
• Engaged
• Mobile
• Open
• Impatient
• Demanding
• Powerful
• Access to Information - brand/peer/structured/real time
• Choice - greater supply/global market/faster manufacturing/improved logistics

The New Market

• Two-way
• Targeted 
• Interactive
• Reactive
• Effective
• Mobile
• Fluid
• Efficient

New Marketing Methods

• Creating a dialogue
• Informing not selling
• Informed by consumers not marketers
• Shared values - trust/integrity/authenticity/involvement/respect/community

Consumercentic Marketing

• Social media
• Art of the trench - Burberry - Photo sharing/brand ambassadors/set up in 2009/ http://artofthetrench.com
• Mass Customisation
• Democratic
• Supportive

Principles

• Facilitate conversation
• Provide a platform
• Offer access
• Encourage participation
• Enable storytelling
• Provide information
• Share learning
• Reward involvement

Brand Objectives

• Lead
• Validate
• Engage
• Nudge
• Support

5 Key Trends

• Mobile
• Video
• Upgrade
• Image
• Social

BIG DATA

• Wants
• Needs
• Profile
• History
• Time
• Location
• Connections
• Incentive
• Privacy

The Future Consumer

• Technology - 3D printing/Nano
• Authenticity
• Immediacy 
• Customisation
• Resourced - sustainability/sharing
• Ethics

Market Research and Trends

Friday Lecture - Market Research and Trends

fcp research methods from Michelle Hughes on Vimeo.

• Primary Research - original/own findings
• Secondary Research - existing research

“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.” - Michael Kors

TREND RESEARCH ANALYSIS

• Short Term - Brand/Consumer/Competition/Media/Product
• Long Term (PESTLED) - Political/Economy/Sociocultural/Legal/Technology/Environment/Demographics
• Who uses Trend Research? - Product Designers/Managers/Graphic Designers/Buyers/Merchandiser/Marketing/Retail

TREND TIMESCALES

• Megatrends - 10-50 years
• Socio-Cultural Trends - 5-10 years
• Consumer Trends - 2-5 years
• Behavioural Trends - Months to 1 year

TRENDS FRAMEWORK

• Megatrend - Impacts of Climate Change
• Socio-Cultural - Environmental and Social Awakening due to Climate Change
• Consumer - Urban and Educated Youths re-thinking Consumption 
• Behavioural - Green Practices

DOMINANT TRENDS

• Megatrends - Globalisation/Digital/Environment/Health and Wellbeing
• Socio-Cultural - Ageless Society/Body Perfection/Networked Society/Personalisation/Globalisation

"Going around museums and galleries, seeing films, talking to people, seeing new shops, looking at silly magazines, taking an interest in the activities of people in the street, looking at art, travelling: all these things are not useful, all these things do not help me, do not give me any direct stimulation to help my search for something new. And neither does fashion history. The reason for that is that all these things above already exist." - Rei Kawakubo 2013

Categorisation

Can branding be a form of personal expression?

Trend: Metallics

Brand Modelling

A Brand Model is a great way of clearly outlining and visualising key aspects of a brand, what they stand for and how they aim to be viewed. Dissecting a brand in this way can also help to clarify how a brand differs from its competitors and help you to understand the brand values and the brand essence. 
Below are several images of Brand Models, which I created during a group activity as part of today's seminar. 

J. Crew London Store

Project One: Final Moodboard

My Final Moodboard

Here is an image of the final moodboard I created to represent Mason Martin Margiela. It consists of 10 images which are both images from the brand and designer himself as well as images that I believe sum up or represent the designer's ideas and brand's image.

Feedback

The feedback that I received from both my tutors and peers suggested that I need to structure my presentations clearly during preparation in order to make sure I include the necessary information and points that I wish to get across. They also suggested that including words within my moodboard could help to create a stronger feel for the message I want to portray, as well as helping to give me 'reminders' that could help me to stick to a rehearsed structure within my presentation. 

It was also suggested that my moodboard could be improved with more images that are not directly from the brand as this could create a better idea of what my interpretation of the brand is. 

It was also commented that I had clear skill with using photoshop. 

Sketchbook

I also recorded all of the above in my sketchbook, as you can see below: