Proposal

FredPerr y

F r e d P e r r y . c o m

By Fred Perry

Spring/ Summer 2012

INTRODUCTION

EXECUTIVE SUMMARY

CUSTOMER PROFILE

DEMOGRAPHICS

STRATEGIC ANALYSIS

DISTRIBUTION

THE LAUNCH OF ‘THE EVOLUTION OF FRED PERRY’

FLAT PLAN OF NEWSPAPER

NEWSPAPER - LIMITED

PROMOTION

FUTURE RECOMMENDATIONS

Working along side Fred Perry, Limited offers an

In-store newspaper that connects directly with the consumer. Limited is

an high quality newspaper that showcases recent events, current trends

and style, along with the introduction of new artists, Limited is free and

available throughout our independent stores around the UK.

This report advises and examines the execution of an Exhibition/ In

store newspaper and marketing campaign for Fred Perry.

This Campaign aims to raise awareness to a younger market

by introducing a newspaper that shall be shown throughout all

UK independent stores along with presenting an exhibition that

showcases images of the past and present wearing Fred Perry.

This exhibition shall take place in June 2012 at Wimbledon

Village, coinciding with the launch of Fred Perry’s annually in store

newspaper.

Key issues to focus on are:

To be able to introduce and help the younger generation understand

about the Fred Perry brand, by creating a newspaper that

introduces upcoming events, music, style and culture along with an

understanding of the brands heritage.

This Report will establish the current position of the Brand in the UK

market, and propose how this can be improved upon.

In conclusion, this report shall layout the recommendations for the

execution of the Newspaper and Exhibition

Fred Perry

The Fred Perry consumer is a young versatile man and women

aged between 21 - 35, they are likely to priorities their apparel

along with visiting music festivals and gigs. They are relaxed about

there style however take an interest in looking good. They are not

afraid to challenge the boundaries of how others dress. The Fred

Perry consumer like to add their own interpertation to the mod style

over all edge. Overall they take pride in their appearance, however

don’t mind taking risks and being different.

The Fred Perry consumer has a keen interest in music and many

of their life by attending events, shows and eating out.

The Fred Perry customer may also be broken down further by

economic status:

Socio -Economic Segmentation: A,B C1’s

Occupation:

Student, or working class

man/ women

Lifestyle will vary due to the different market that

buys into Fred Perry

Students - Have a broad taste in music, gigs. Like to

experiment with different food. They purchase polo

shirts that will last long.

Mature working people - Will spend more money on

a garment that will last long, along with take pride in

their appearance.

.

Gender:

Female & Male

Socio

Economic

A,B,C1

Style

Sophisticated,

simple, Clean, Ever

lasting

Driven by musical

skinheads, suedeheads,

soul boys, rude boys.

The intended demographic is fairly open. The

campaign should target not only consumers of the

past, but allow a new audience to connect with the

brand by bringing the brand values into modern

culture.

Age

21+35

Fred Perry relies on its

timeless qualities to appeal

to every generation

Occupation:

Student, or

working class man/

women

Hobbies

Sport, Music, Art,

Social gatherings at

Bars & Restraunts.

Reads music,

sport and fashion

magazines

Strengths:

worldwide, with shops and across

50 countries around the globe.

to create Subculture a new music

initiative bringing you the brightest

young talent on the music scene,

alongside the cream of British

music artists that have a long

standing relationship with the brand

best-known and most instantly

recognizable logo in the world

be published and launched

in June.

Weaknesses:

only a few outlet stores.

Oppurtunities:

more newspapers Annually.

and events in the newspaper due to

the contacts that the brand know.

newspaper.

Communicative Objectives

to the younger generation.

Stategy

Consumers:

relationship with the brands

Loyal Clientele

younger generation to buy into

the brand.

Media:

Evolution of Fred Perry from the

60’s to present.

establish new artists, events,

style

and heritage.

Corporate:

that advantages that an In store

magazine can bring to the brand

Community:

hype amongst the press and

consumers over the In-store

newspaper.

Tactics:

Consumers:

for the Exhibition and In-store

newspaper.

public.

Media:

Corporate:

newspaper and Exhibition to

the press, buyers and various

celebrities to create an exclusive

brand association.

Community:

the consumers.

Media and Events

range of media to communicate

to each of the public effectively.

Press:

Consumers and Media will be

communicated via features and

announcements in the press.

From the different type of media

above, various publications shall

be contacted and sent a press

pack and invitation to the Launch

Print newspaper ‘Limited’ at

newspaper club.

For traditional colour and 5000

300 copies shall be given to each

UK independent store along with

department stores that feature the

brand.

Hire of Traditional

Photo booth for 3

hours - £595

Idle hour - £25 for

an hour to set up

booth

Press pack - Shall be printed

at a minimal and shall be

given to important press only.

By advertising upcoming

bands & artisits and events/

venues in the newspaper it will

help provide morey to print.

Shall be an Annualy

Newspaper

that will have 5000+

copies printed

Area of Exhibition- A1 & A2 usage ground

floor & basement commercial premises with

large, attractive front sales area. In good order

throughout. Within a busy retail street with a

good volume of pedestrians & traffic.

The store to hire

in wimbldon is

The store shall be hired out for 1

month, 3weeks open to the public

then 1 month to move everything out.

Location of Exhibition

and Launch -

Arthur Road, Wimbledon

Park, London SW19

Approx 350 sq

ft/ 32.5 sq m

Total of money

spent on Exhibition

=

Booth + Idle + Rent

+ Launch

Able to get to -

Wimbledon Park

tube very close

in which they can see an insight into the heritage and years of Fred Perry. The launch will take place

in Wimbldeon Village at: Arthur Road, Wimbledon Park, London SW19. The reason behind the

Launch and Exhiibition being held here is that, Fred Perry is all about the british Heritage,

there are many memories formed from Wimbledon that relates back to the brand and due

to Wimbldeon Tennis being held here on these days it sonly seemed right to showcase the

work of Fred Perry to be able to introduce the exclusive sports brand and be able to share the

heritage of Fred Perry to a variety of people. There shall be a separate room that shall feature SS12

Authentic and Laurel Wreath SS12 collection in which people can view and purchase day to day. In

this room also features a photo/video booth, hired out from Picture Blast.

17th June

6pm -

Launch

18th June

Open of the

Exhibition

19th June

First day of

opening

Paper Boys send of

NewsPapers to local

houses in Wimbldeon

20th June

21st June 22nd June

23rd June

24th June 25th June

26th June 27th June

9th July

Closing of the

Exhibition

29th june 28th June 30th June

1st July 2nd July 3rd July 4th July 5th July 6th July 7th July 8th July

This is where people can take pictures or make videos about their own memories of Fred Perry and

to the 9th of July to the public, from 12noon until 6pm, in which they can view Fred Perry images

from different generations. The layout is really simple in the exhibition, keeping it clean and tidy with

room shall be of the different generations of iimages/ stories of Fred Perry. Second room shall show

the new spring / summer collection in which people can purchase and a photo booth for people to

share stories of Wimbledon and Fred Perry.

On the left is an outline of how the Newspaper shall be presented.

The layout for the newspaper is minimalistic, clean and simple,

this newspaper, using three main colours, two greens and black.

revolving around Wimbledon Tennis. The newspaper has a variety

of information inside, featuring articles on the Heritage of Fred

Perry aswel as the Heritage of Wimbledon Tennis. Limited gives

an insight into the new spring summer collection of Laurel Wreath

and the Authentic collection for Fred Perry. It has a diverse range of

information for many of the consumers to read and look at, so shall

Limited aims to promote many creative and talented artists, people

and art aswel as fashion.

Wimbledon and will look into the heritage surrounding this. There

shall be a variety of information in the newspaper that will help

maintain to Fred Perry consumer interest. From looking at music

festivals, collaborations, new season collections and heritage.

The newspaper will also give a chance for others to be able to

feature there stories in a later issue, they can get a sense of other

peoples memories of the brand and be able to write in themselves

and share their own memories. The newspaper shall be featured in

that sell the brand, such as John Lewis, Selfridges and House of

Fraser.

Media Pack

Using various forms of media The Evolution

of Fred Perry and Limited newspaper will be

diversely promoted to both public and press.

press, which shall feature an invitation to the

event, 2x A3 fold up posters and invitation and

a Tennis ball that has the Fred Perry logo and

exhibition name presented on the front shall be

featured in this press pack. The press pack will

also incorporate the link between Fred Perry

and Wimbledon Tennis, so will entail a theme of

including Astroturf, ball boys and amore quirky

adventurous outlook. What this aims to do is

get the press talking and intrigued of what is

yet to come.

June) to deliver the ‘Limited’ Newspaper to the

local area of Wimbledon in time for the opening of

Billboards shall feature in popular underground

stations, such as Covent Garden and Liverpool

Street due to the Fred Perry stores being in these

areas. All of the photography that shall be used

throughout shall be that of the Authentic Spring

Summer 2012 to promote the brands new season

collection.

From the sponsorships of the exhibition being

XFM and Wimbledon Tennis these are two great

companies that are relevant and able to target the

Fred Perry consumers.

Fred Perry

By the time it is 2015 we are hoping to evolve the newspaper into

a seasonal issue that will involve more contribution from the public

throughout the UK. We want the newspaper to be diverse, and to

be ablr to entail it to everyone around the UK not just the London

area.

We want to be able to specify different sections to different city’s

such as , Manchester, Nottingham and other big citys. Focusing

on events in these citys, interviews that envolve artisits from these

areas and styles that have evolved from the areas.

The reason for this is to be able to introduce the brand to younger

teenagers who have an interest in the style of Fred Perry. We want

them to be able to take memories from the brand and pass it down

to others.

F r e d P e r r y . c o m