whistles charlotte barr-richardson

of 62 /62

Upload: charlotte-barr-richardson

Post on 16-Feb-2017

169 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: Whistles Charlotte Barr-Richardson
Page 2: Whistles Charlotte Barr-Richardson
Page 3: Whistles Charlotte Barr-Richardson
Page 4: Whistles Charlotte Barr-Richardson
Page 5: Whistles Charlotte Barr-Richardson
Page 6: Whistles Charlotte Barr-Richardson

1

Page 7: Whistles Charlotte Barr-Richardson

2

Page 8: Whistles Charlotte Barr-Richardson

3

Established in 1976by Lucille and

Richard Lewin

In 1990 Whistles was awarded

Womenswear Brand

Relaunch in 2008By CEO Jane Shepherdson

2012 Menswear range was

established

A total of 53 stores and 74 Concessions

in 2015

Page 9: Whistles Charlotte Barr-Richardson

4

With over 40 years of the Whistles brand, there has been major changes to both the store, the look and the client base. In the late 70’s when the brand was established there was an incredible focus on the client; ‘yummy-mummy’s’. This high fashion brand was created as a high street store for those wanting something simple yet different. The need for individuality within the 70’s and 80’s is very much ignored, and the want for simplicity and block colours is very much underestimated. Women aged 35 and onwards was the original target audience; a similar age to Lucille Lewin who was the owner and creative director of the company. This correlation between designer and client is what enabled Whistles to grow rapidly, as the audience was understood and reflected through Lucille. However

after 25 years of Lewin’s designs, this 35 age figure was slipping away slowly meaning the styles, colour palettes and the essence of the brand was being misread and blurred.

Quickly after the involvement of Jane Shepherdson in 2008 there was a large shift in the client base; with the target age being lowered to 25; enabling a new, fresh target to be the main focus of the brand. Shepherdson herself admitted that: “there were frills, bows, extra buttons… it was all quite fussy. I needed to change the brand. It was quite a risky thing to do but it wasn’t an aesthetic that we understood.” This shift and understanding from Shepherdson complies with the feelings of many who once knew the brand, and the truth behind the break down of communication

between brand and audience was highlighted. Taking a well-developed brand into a different direction could be confirmed or rejected within a season of the change; however with Shepherdson’s experience within the industry it was greatly received.

The new aesthetic has enabled a completely new clientele to become interested in Whistles. With a modern twist on the original pieces, with a change of fabrics, colours and designs this is exactly what the Whistles’ customers were waiting for. This new established direction and the unique vision which Shepherdson has taken, means there is a huge gap in the market for simplicity; which is precisely what the Whistles customer desires.

Initial Research

Page 10: Whistles Charlotte Barr-Richardson

5

Page 11: Whistles Charlotte Barr-Richardson

6

Whistles has been one of the biggest talking points over the last couple of years within the fashion industry; with large changes such as a revamp and a change of staff and CEO; Jane Shepherdson after South African born Lucille Lewin and her husband sold their company. Many people within the fashion industry lack the courage to admit when the brand is no longer reflecting the audiences needs, which means that this change within the company itself was a brave move and was praised by all in the industry. In the 80’s and 90’s Whistles was the ‘go-to-store’ with the desired high fashion look of the time, with its own secondary brand and designers such as Dries Van Noten. Lucille who met her husband Richard in America, they came to London where Lucille worked at the Harvey Nichols store, and her husband joined the Burton Menswear group. With this fashion knowledge as a grounding, the gap in the market for high street, up market clothing meant that in 1976 they created their own store: Whistles.

The company started buying from high fashion designers such as Betty Jackson and Ally Capellino offering the artists a slot in their shop; this therefore confirmed a name for the brand and an initial audience. With Lucille’s links back to British fashion designers like Tania Sarne and Selina Blow, this enabled her knowledge of the gap in the market to blossom. To personalise the brand further Lucille developed a team of in house designers to make clothes for the store, designed by Lewin herself. This opportunity meant that over a couple of years the Lewins had 17 stores across the country and 20 concessions in the likes of Selfridges.

After 25 years of the Whistles brand, the couple decided that they wanted a different challenge, and with the name they had created for Whistles itself, they sold their half of the business to the owner of BHS - Philip Green. Lucille then took on the job of creative director of Liberty London in 2002; but unlike many creators of companies, she is still in contact with Jane Shepherdson - the new CEO - an incredibly bold and loyal decision for the past owner.

The Lewin’s

Page 12: Whistles Charlotte Barr-Richardson

Lewin wanted to create a band which was new, something unique for the time, but something which was moderately priced for the designer names the brand included. The garments were created to fit the mould of a ‘confident and independent woman’; one who wanted to live the high fashion life but with half the price tag. The inspiration, taken from history, fine art and the multi-cultural lifestyles which both Mr and Mrs Lewin obtained over the years enabled the brand to quickly move internationally and appeal to all nationalities.

Whistles flagship store is situated on St Christopher’s Place in London. Situated next to Mulberry, Jigsaw, Phase Eight and Kurt Geiger, there is an obvious price tag needed to position yourself on the road. With fashion, postcodes are vital to understanding where the brand fits within the industry. The importance of the flagship store explores the possibilities of the stores audience and the customers interest within the brand. Also it is incredibly important to the power and passion of the brand to remember where it came from and where it is going. Being a brand which was founded and created in London, this positioning in the centre of the city means there is a constant stream of clientele, as well as many different styles and types of customers which will become aware of the brand.

International brands have to be incredibly developed, thought out and have a comfortable positioning within the market so that the brand will carry across countries. This was not a problem for Whistles, as the Lewin’s lived in 8 countries before finally settling in London, they had a vast knowledge about the customer base available worldwide. ‘Outside knowledge’ is vital to the movement for brands, and the need to travel and explore the possibilities of their brand pushed the Lewin’s to create the international brand it is today.

7

The Whistles Brand

Page 13: Whistles Charlotte Barr-Richardson

8

“It’s an effortless way of dressing. It is unique, there’s an insouciance to it, a sort of ‘I just

threw it together and it worked’. That’s what we try to encapsulate. It is easy and laid back, but

also luxurious.” - Jane Sheperdson

Page 14: Whistles Charlotte Barr-Richardson

‘Since then, the clothes have gradually gained a recognisable slickness. Classic shift dresses in vibrant prints, tailored sportswear pieces and suiting that looks cool rather than conventional is now Whistles’

fare.’ - Jane Shepherdson

9

Page 15: Whistles Charlotte Barr-Richardson

Karen Millen£60.00

Toast£55.00

Reiss£50.00

Whistles£35.00

Zara£29.99

Cos£25.00

Jigsaw£25.00

Mango£24.99

The pricing of products is one of many factors which can separate the rivals and competitors from each other. Some expensive brands can become quickly set apart within specific sectors of the industry, some can be seen as luxurious and better quality, and then lower down the pricing scale can lead to people questioning the product and the quality, or it can draw them in just from the price. Comparing and looking at the pricing margins can really help to understand the markets and where they sit within the fashion pyramid.

Indicated on the right is competitve pricing of a plain white tee from each of the main competiors. The interesting element is that the prices of a basic piece of clothing is completely different in comparison to the rest of the collection, meaning that pricing and looking into the costs of garments can bring up odd variables in comparison to the average price within the brand.

10

Competative Pricing

Page 16: Whistles Charlotte Barr-Richardson

11

Page 17: Whistles Charlotte Barr-Richardson

Within the fashion industry, there are certain roles which are vital, having more of an influence on designs, overall feel and essence of the brand, and the whole management and direction; one that is heavily down to the CEO and creative director. In 2008 Jane Shepherdson left her career as Brand Director at Topshop to redevelop Whistles into the name it has today. She studied Fashion in London and after graduating joined the Burton Group - like Richard Lewin. She is known as ‘the women who transformed high-street shopping’, a title which has pushed her career to extraordinary lengths.

The Whistles she took on was one that she was not happy nor familiar with. Coming from one of the most successful retail shops, she had the influence to re-define, re-capture and re-educate the Whistles customer. Her vision for success and the connection she has with the audience is formidable, and something which is projected through the new brand. She wanted to create an effortless way of dressing, and perfect the ‘I just threw it on look’, with minimal fuss, a sense of elegance and a simple colour scheme to allow the clothes to fit all occasions. Shepherdson’s aim was to create a modern way of dressing in keeping with the heritage and culture that the Lewin’s had origonally created.

Taking timeless pieces like a simple tee, but adding a pocket, pop sleeves, a different collar or adding a seam is one of the most influential improvements that Shepherdson has created. Simplicity is often overlooked and underrated, but the look and feel of the brand is now clean; which has appealed undeniably to the new audience.

12

Jane Shepherdson

Page 18: Whistles Charlotte Barr-Richardson

There are many strengths of Whistles, but there are certain elements which stand out against the rest. The first being Jane Shepherdson. Her drive and ambition to create a timeless, modern brand; the simplicity of the designs, the brand essence and the undeniably influential clientele all play to Shepherdson’s strengths. Having such a dedicated CEO who is not only involved with management but with the creative business allows continuity throughout the brand meaning the customer can clearly see the correlation between design and outcome. This story of production stands out for Whistles, allowing a raw feeling to the company, something many new brands are missing.

Although since 2008 the brand has become incredibly rounded and established, there is still elements of the brand which are weak and could draw the brand down over time if the competition realises the flaws. The target audience itself is 25 - 45, which is an incredibly small age range for such an international brand; however the Mens collection in 2014 has brought a secondary element to the brand. Also the pricing can be seen as high, for instance plain tee prices start from £30, which will cause many new customers to think about the brand and if the essence and story is strong enough to buy into the brand. This is something that needs to be re-addressed or a secondary ‘basics’ line needs to be introduced to draw in a larger customer base.

13

SWOT Analysis

Page 19: Whistles Charlotte Barr-Richardson

14

Unlike its competitors, Zara and Jigsaw, Whistles has no children’s range, nor home accessories which a lot of the high street brands are now establishing. These elements can really push a brand above the competitors as it allows continuity for the family and home, something that Zara has perfected over the last couple of years. With brands now creating other sections and limited editions to the brand, there is a lot of opportunities for Whistles to add something different.

The biggest threat for Whistles is the increase in accessories and secondary lines of the competitors which surround the brand. Having a sense of simplicity, modern designs and plain garments, there can be more competition and a threat to the brand as it can be quickly and easily duplicated. With such a simple colour palette and a sleek yet elegant look there is a danger of copying which in turn means there has to be a unique selling point for the brand which is obvious and bold enough to stand alone when the label is not visible; something which Whistles is still developing.

14

Page 20: Whistles Charlotte Barr-Richardson

Whistles have many different elements to the brand, with give aways, email one offs, ticket sales and competitions. In 2012 they created the Whistles Advert, where they gave away a gift voucher, a weekend in a 5* hotel in Paris and many other goodies; this really attracts and draws customers in, as well as connecting the Whistles story with the prizes available. In 2014, the December campaign offered 25 days worth of gifting attracting a large volume of bloggers and press interest in the idea and the brand. In 2014 Whistles were giving away LFW tickets in exchange for designs and drawings which were incorporated in the next collection. This connection with the clients is vital as it allows a sense

of reality to the brand, and means that each customer is seen as an individual and not just a group.

Technology and the use of communication is the main way that promotional and marketing strategies are now formed. The link between the customer and the brand can be bigger than people estimate, however, with the use of streaming, apps, websites and online shopping there is a new connection which enables the customer to obtain contact whenever they desire; an incredibly powerful tool. Whistles has an incredibly strong online presence, with a clean, yet functional website which enables a user friendly experience, as well as making the customer relaxed and focused on

what they are searching for. The home page contains product images and a maximum of 3 campaign images to attract and entice the customer using secondary senses. With an easy navigation bar and clear labelling the appearance and functions of the website are simple yet effective. With such a stark look, it reflects and continues the style and designs of the brand which enables continuity once again within the company.

15

LEPEST C

Page 21: Whistles Charlotte Barr-Richardson

16

Page 22: Whistles Charlotte Barr-Richardson

17

As Whistles is a commonly known, well developed brand, with nearly 45 years experience in the fashion industry, the company has become one of the most economically aware fashion companies in the high fashion business. The fashion industry itself is worth 26 billion to the UK economy. However, it is not only income coming in that is important, investing in advertising and promotion is vital; including adverts, magazine articles, the website and updating the social media and technology aspects and other publicity platforms. To be successful in such a large industry continual investment is key, which is exactly what Whistles have done, adding free magazines, website links and online experiences to help customers and keep them loyal to the company - a very smart, and effective way to help the business grow, as well as being economically aware.

When approaching a fashion brand, there are so many factors which work in synergy to create the correct brand and the specific message that you want to send to the target audience. However, this changes depending on the country, or region you are targeting, as it will attract a different audience due to the certain promotional platforms. Within the Whistles brand they are very aware about the consequences of ethical issues, therefore the brand is concious about fairness; making sure the stages of production are equal and humane; using a minimum amount of fur and looking into the rights of animals before committing to certain materials. Whistles is also cares about their footprint and the environmental factors of being an international brand, therefore they work as much as they can within local communities and look into new innovative ways to conserve their footprint and be ‘more green’.

LEPECT C

Page 23: Whistles Charlotte Barr-Richardson

18

Regarding the legal factors of a fashion business, the individual brand can chose the specific legal rights and limitations that they want to put forward. However, there is a law based treatise, Fashion Law and Business Brand and Retailers. This covers the legal entry for starting up a fashion company, and the considerations that need to be made regarding the business plan. Trademarks and Copyrights are also key to allow a structure to the business, but also to lay down the ground rules and the legal principles regarding the specific company.  Whistles are very set on what they want to produce, and the exact outcomes they wish to create. Meaning that all of the products were copyrighted, as well as the individual designs to an extent; the exact shapes and cuts put together with the exact design is not allowed to be duplicated. Although due to the limitations within the industry, overlap is something that often occurs and can cause big problems for companies.

Page 24: Whistles Charlotte Barr-Richardson

The textile trend forecast of ‘graceful’ is the biggest macro trend for SS16 together with the textured look of Fossilised Fusion. The contrasting colours and depth of imagery is uniquely crafted with a collage feel; the range of colours and directions of material is refreshing and clean. Patchworks of the new Contemporary Ornate trend, a collection of soft, warm shades with stark black sectors split up the modern pattern. This combination of shape and structure is separated by the unique patterns. The colours, tones and shades within the trends are incredibly subtle and soft, enabling a real smoothness to the look and overall feel of the trends.

19

Trend Forecasting

Page 25: Whistles Charlotte Barr-Richardson

For SS16 soft neutral shades are essential to the colour palette, blending warm browns and gentle greys to compliment the washed pastel colours. This season grey is incredibly important to the range, meaning that Whistles key colours within their logo are on trend and exactly what the audiences’ are wanting. Looking into Whistles as a brand the trends are perfectly timed, expressing the correct colours and tones with the Spring time. This layering of textured colours is what makes this range passionate and fresh; a new look to the colours of the new season. Whitened copper metallic is one of the colours which has hit the catwalk; as well as cosmetic tones of the makeup bag. Flint grey acts as a change from stark white but allows a secondary element and texture to the garment and accessory. Dune sand, deep sea blue and dark pewter are among the colours Whistles are exploring, this palette will highlight and differentiate the brand from its competitors.

20

Page 26: Whistles Charlotte Barr-Richardson

21

Page 27: Whistles Charlotte Barr-Richardson

Trends are vital to the changes which happen within fashion, they act as a guideline to what the new seasons collection should touch on to connect to the audiences. Looking into Trends on WGSN, there is an incredible overload of planned looks of years to come. Spring Summer 2016 is a season in which Whistles will really blossom; the colour palette, the patterns and the feel of the trends really connect and reflect the brand, allowing a sense of continuity, which may not suit their competitors. One of the major trend alerts is the Contemporary Cutwork, involving traditional embroidery as well as more modern lasers techniques, allowing a graphic but delicate look

to the garment. This minimalistic 2D effect is commonly placed against pure white, clean clothing. Solid White Shirting is another textile and material trend which is not only joining stores across the country but the catwalk too. Premium, white boxy shirts allow a beautiful silhouette, as well as looking into high quality Egyptian cotton - with Giza making a reappearance.

Whistles as a brand takes after the Past Modern and Monumental trends; simplicity, modern and clean. One of the key macro trends is the Contemporary Ornate look, which reinvents and modernises patterns and shapes within garments to

create something new, updating once known styles and prints. Minimising past designs and redefining classics allows a refreshing look to the prints and graphics of a garment.

The textile element to Spring Summer 16 is made up of 4 stages: Concept, Fibre, Construction and Surface. This strict regime of stages allows the highest quality outcomes to be created and a structure which many garments do not have. The fusion of materials as well as colours is what makes this season fresh and contemporary; something which fits the Whistles essence perfectly.

22

WGSN Trend Analysis

Page 28: Whistles Charlotte Barr-Richardson

23

Page 29: Whistles Charlotte Barr-Richardson

‘Whistles is a leading British contemporary fashion brand

that encapsulates an intelligent sense of design with timeless and luxurious pieces. Our

collections are modern and laid back with an attention to detail

and quality.’ - Whistles

24

Page 30: Whistles Charlotte Barr-Richardson

25

Page 31: Whistles Charlotte Barr-Richardson

26

Ente

red

with

an

other bag

16/20

Fem

ale C

ustomers

13/20

Age

d be

tw

een 25-35

9/20

Page 32: Whistles Charlotte Barr-Richardson

23

27

Page 33: Whistles Charlotte Barr-Richardson

28

Whistles flagship store is situated in St Christopher’s Place, one of the most established and stocked stores for the range of clothing across the country that the brand has. The overall display of the store is incredibly sophisticated with a clear divide within ranges; it is easy to distinguish the sectors within the store. It is set linear facing, with a focus on the front of store, aiming the ranges immediately at the customer, to entice walkers by as well as existing customers. This is incredibly helpful when distinguishing which element of the brand you want to buy into. With the full range - from Womenswear to Menswear - the separation is elegantly spaced, with a subtle merge within the colour ranges, which continues throughout the store.

The brand essence is portrayed beautifully within the store, it has structure, simplicity and a minimalistic feel. Observing the colours, the pop of burnt orange a strong contrasting navy is striking yet dividing; meaning there is a clear separation within ranges caused by colour, as well as materials and textures. The background music is subtle and does not interfere with the shopping experience, as soon as you enter the store, combined with a warm welcome from staff.

The block layout and combination of garments and accessories forces the eye to not only see the item one is looking for, but often a whole outfit - visualising a complete look. The formal yet simplistic ranges are very well presented, and with the brands essence strong throughout all ranges, there is stability within the store. The entry point within the brand starts from £35 and can end in the thousands; however, the quality, feel and character of the brand is portrayed perfectly. Buying into the brand is incredibly satisfying, as your purchase comes wrapped elegantly in tissue paper and ribbon, this presentation adds to the overall experience, enticing you back due to the patience and time taken over you personally in the store.

Mad

e a Purch

ase

5/20

Store Evaluation

Page 34: Whistles Charlotte Barr-Richardson

Within an individual brand, there are often key stages in the development and promotion of the company where there is a stage of experimentation. With a confirmed target market and a stable positioning amongst competitors, collaborations allow a range of opportunities for a company. Reaching out and connecting with opposing or different clientele can allow a bond and trust to build between two brands; creating a taster of the brands essence to work in synergy with the secondary brand. This is a risk which is often deliberated over for 3 to 4 seasons, meaning the collaboration is teased to the audience and is slowly released to allow existing and new customers to blend.

Whistles are cautious and ethical when it comes to brand collaboration as their brand identity is very strong, the risk of damaging their reputation within the bridge brand market is one they are not willing to take. Therefore, charities, unfamiliar and even foreign brands, as well as a different genre of clothing is who they aim to work with - enabeling a unique selling point which reaches out to a different customer base.

29

Whistles Collaboration

Page 35: Whistles Charlotte Barr-Richardson

30

Page 36: Whistles Charlotte Barr-Richardson

31

Page 37: Whistles Charlotte Barr-Richardson

32

Page 38: Whistles Charlotte Barr-Richardson

Campaign ProposalTechnology is one of the most important and ever growing elements in every day life; something we all take for granted, yet rely heavily upon. Whether it be communication, searching for information, entertainment or for purchasing, the internet and the accessibility of it affects the way we now function; with payments able to happen through our phones, video calls across the world, and the access to information at the touch of a button. Many industries rely on the instantaneous connection with customers encouraging the existing relationship they have created. Fashion is based around communication and updating customers, allowing a steady bond to form, forcing continuity throughout the primary meeting and the

following interaction. With the break through in technology, the convenience of 3G and 4G allows the customer to have access to the brands website, blog, social networks and brand information whenever they please; meaning the online element of the brand has to be incredibly strong and work in synergy with the existing touch points.

Looking into the technology aspect of the Whistles brand, there is a gap in the market; an App. The way that many customers communicate with a brand is via the company’s app, which includes a compact version of the brands website along side the opportunity for purchase. Creating a Whistles app, would provide an opportunity for the brand against its

competitors as well as enabling a unique selling point to engage with customers. With the lifestyle element untouched within the brand, there is the freedom to explore the possibilities of creating the idealistic lifestyle, hobbies and way of life for the customer. Exploring life experiences such as exercise, music, food and events, an app has the potential to be involved with the future of its customers.

33

Page 39: Whistles Charlotte Barr-Richardson

of adults own a mobile phone

90%of adults use their

phones to access the internet

63%

hours a month are spent on a mobile phone

31 72%of the population use

social networking sites

1.2 Billionmobile phones were sold

in 2014 alone

25 to 34year olds lead the way for online shopping

34

Page 40: Whistles Charlotte Barr-Richardson

Playlists

Beauty

Look Books

Resturants

Pop Ups

Events Calendar

Coffee Stops

Outfit Creations

Trends and Colours

Cocktail Bars

Exhibitions

Homewear

Whistles Story

Exercise

Within lifestyle apps, there are many different avenues which can be addressed and focused on to understand and develop a distinct picture of the ‘Whistles Woman’. This said, the age range of 25 - 45 year olds is a generous scope to attract, meaning that the continuity between brand, heritage and the understanding of the dream lifestyle need to work in synergy to make the whole experience and app accurate and relatable. With a range of possibilities to focus on; homewear, exercise, music and places to eat, a vast amount of information is needed to cement the look, taste and style of living. Looking into these factors can also unlock ‘existing’ Whistles women who already embrace this lifestyle.

One issue with the connection between the customer, the ideal woman, and the brand itself, is the threat of forcing and pushing customers away as they do not agree or want to become this figure. The importance is to highlight the opportunities subtely, guiding their choices. This open feeling needs to be mirrored by the endless options for the customer to choose. With this app, there is a sense of connection and a point to refer back to; not sure what to listen to on your walk to the station? Not sure where to take a friend for coffee? An exhibition or even a lovely place for a summers walk? The Whistles app will work as an Agony Aunt for existing questions, drawing the customers together.

The App’s Function

35

Page 41: Whistles Charlotte Barr-Richardson

Famous last Words: Something to read on the train, or in the evening; a list of magazines, books and lifestyle blogs to look into.

The Culture Shock: Artist talks, must see exhibitions or simply a craft fair; all of the creative aspects of life will be presented to educate the viewer.

Out and About: Walks and adventures, places to visit, or even the perfect spot for this summers picnic - the secrets of Britain will be revealed.

The Soundtack toYou: The latest songs, advert music and those songs which get stuck in your head; a list of what to listen to and when to listen to it.

Screenshotted: Beautiful buildings, parks, markets or just the perfect place for your latest instagram, top places to photograph remain a mystery no more.

Escape your Worries: Whether it be your latest adventure or a way to get over the holiday blues, here you’ll find pictures, recepies and even check lists.

The Time is Now: The books to read through your pregnancy, advice from real women or where to find your latest steal; you’ll find all the information here.

The Beauty Myth: With endless hints and tips, all your worries and questions regarding beauty will be answered within the click of a button.

Your Calendar: Keeping track on your plans is almost impossible, so a reminder of what is on and your options makes life a lot simpler.

Don’t miss a Second: What you should wear now, eat this season or the latest pop up shops, this countdown allows you to never miss something again.

36

Page 42: Whistles Charlotte Barr-Richardson

37

Page 43: Whistles Charlotte Barr-Richardson

38

Page 44: Whistles Charlotte Barr-Richardson

The Whistles logo and identity is present on all of the pages on the app to allow a constant reminder of the brand.The Lifestyle categories are separated through icons to make the layout simplistic and effective, allowing a recognisability element to the app.The Month is presented with the word ‘Your’ to add a personal element.The date is circled daily to highlight the events or suggestions for that specific day. With this update, it allows a new task, exhibition, cafe or even event which can be attended by the Whistles customer, as it is tailored to them.

The dates for the events duration are always presented to keep the Whistles woman up to date.The Location of the even is also a consistent feature, with a link to Google Maps when the address is clicked on; making the experience as simple as possible.A small piece of information is presented along side the key information and a small fact regarding the event so that the customer knows exactly why the event is for them and a benefit of going.

39

Page 45: Whistles Charlotte Barr-Richardson

When creating the homepage of the app, there was a theme of simplicity, modernism and accessibility which were the priorities to the graphic work. Creating an app itself is easy, but making it user-friendly, easy to navigate, aesthetically pleasing and something which people would want to use on a daily or weekly basis is a challenge. Mirroring the look of the Whistles website, it is kept very stark, includes 3 main colours from their palette, making each section clear to see and the icons easy to understand. With the calendar of events and things to do on the homepage, there is a point of reference to return to. Including the main lifestyle categories enables a clear difference between each point, and the drop down menu is clear. This simplistic approach is exactly what the garments of the brand represent; allowing synergy between app and brand.

When creating the homepage it is important to have something memorable, and functional each time the app is turned on, without being overpowering. Whilst the categories are important, the ‘up-to-date’ element is the priority, updating the customer on what is happening, which is why the interactive calendar is the main screen on the customers page.

The Homepage

40

Page 46: Whistles Charlotte Barr-Richardson

When looking into the concept of creating an app, the importance of a unique selling point is key, something which will not only entice the customers to shop with the store, but buy into the brand essence. ‘@YourWhistles’ there is a sense of belonging, an understanding of the likes and dislikes of a person, as well as knowing what spare time activities, hobbies and family outings would be popular with the customer.

Creating this app allows the customer to keep in contact with the fashion world, understanding what events are on, where to go and ideas for rainy days. The app acts as a point of call, every morning the homepage is updated with activities that can be done on that specific day, along with one off exhibition, pop ups and any freebies available. The availability of information will help the customer reach out and connect with others like them, allowing a sense of community. The helpful hints and tips will encourage the customer to attend the events that they have always wanted to. With fitness, food, beauty and help with the children, the app really is the lifestyle app that we have all been waiting for.

With the 8 Topics to point the customer in the right direction, the look of the app is simplistic and minimalistic very much like the brand. Its simple functions make it easy to navigate around the app. With icons instead of words, this allows a sleek and neat look to be created as well as small infographic drawings to make it more relaxed and a personal approach to the look and feel of the app.

Decision Making

41

Page 47: Whistles Charlotte Barr-Richardson

42

Page 48: Whistles Charlotte Barr-Richardson

The Website

The original features to the Whistles website are still present throughout the month’s promotion.

‘New Arrivals’ and ‘Latest Products’ are the headings referring to the new App.

The App itself is present on the homepage to allow a clear look and a recognisability factor to be introduced.

@YourWhistles title is present as the main feature of the promotion to catch the customers eye immediately.

Key information to advertise the app to the customers, a short yet concise text.

The QR code is present to allow the customer to purchase the app immediately, sending them to the app store.

Using the website as one of the main promotional tools brings the customers who use the Whistles website together with the opportunity to download the app. With the original layout which the website has had for many years, the two titles ‘New Arrivals’ and ‘Latest Products’ are clearly pointing the customer in the right direction. The title and the invitation to the App draws the customer in and allows a clear description of what the app has to offer and what they can expect. Sat alongside an image of the app it allows yet another sense of continuity for the customer. The QR code is on the front of the homepage and is large to push the connection between the brand and the customer. Placed within the frame of an iPad, the website is shown in all forms of technology, which will yet again add a secondary element of promotion for the app.

43

Page 49: Whistles Charlotte Barr-Richardson

44

Page 50: Whistles Charlotte Barr-Richardson

45

Page 51: Whistles Charlotte Barr-Richardson

46

Omni-ChannelAs technology has matured over the years, there is a sense of reliance on it and our connection with the outside world. Very few will go a day without using the internet as means of gathering information from a larger source. The radio has been around since the early 1900’s, yet we still use this as one of the main origins for news. Whistles has had an incredible re-birth since Jane Shepherdson joined the team, creating a new and exciting look and path for the brand to follow. This has had an effect which none of the customers nor competitors were expecting, making it not only exciting but almost unexpected.

As the main feature of the campaign is the App, it is only right that digital communication be the largest promotional tool for the launch. Working along side the app itself, the website and the online magazine feature, Jane Shepherdson is to make an appearance on Radio 2 to help encourage the promotion of the app. Explaining the functions, positives and the benefits of the app, there will be a half an hour feature by Shepherdson herself, playing music you can find on the app, discussing places to eat and what to do this weekend. This repetition and mirroring of the app will create synergy throughout the campaign and allow the customers to gain a true insight of what to expect. Although many celebrities are commonly found to feature on Radio 2, a CEO of a fashion brand is rare, making is an incredibly new experience for all.

Page 52: Whistles Charlotte Barr-Richardson

Magazine ArticleThe magazine article will be released in the Whistles catalogue which is available in store as well as an exclusive feature in online UK Vogue. As the relationship between Whistles and Vogue is strong and many garments and accessories are not only featured but highlighted, it is important for the brand to promote this relationship. Known as the ‘Fashion Bible’ it seems only right for the new app to be promoted here, as well as the QR code. With a small feature to be placed in the Daily Telegraph too, the promotion and encouragement for downloading the app will be powerful - reaching as many customers as possible.

With the campaign being digitally focused, the article will appear on the online version of UK Vogue, but will also be featured in the magazine with a link to the online version. It is becoming more common to read magazines and information online, for not only ease but for increased sales. One is able to access Vogue magazine on your phone and other devices, making the viewing time increase due to convenience.

47

Page 53: Whistles Charlotte Barr-Richardson

48

Page 54: Whistles Charlotte Barr-Richardson

49

Page 55: Whistles Charlotte Barr-Richardson

50

Swing Tag Designs ‘The word we use often is

“effortlessness.” To wear our collection is to look like you

haven’t tried too hard -- they’re easy pieces, not too dressed up,

slightly minimal and pared-down.”

- Jane Shepherdson

When it came to the swing tags, the existing Whistles labels are very simplistic, with the brands logo on a white rectangular tag, with information about the item on the reverse. This fits the brand perfectly with what they want to achieve, leaving all of the attention on the garment itself not to distract away from the main focus. However, the new swing tags are there to capture and attract the customers attention and make them question the new design. The front of the tag comes in 2 colours, with opposing reverse colours to allow continuity throughout the shop. The two colours were chosen from the Spring/Summer 16 trend Floral Haze, they are soft and muted, yet when placed beside one another a stark contrast is created.

The reverse of the tag again has the QR code on, meaning that without purchasing in the shop the customer is still able to obtain the app, with a short text of what the app has to offer. The simplicity of the Whistles ‘W’ is the main focus, as it connects back to the brand and previous campaigns they have published, but allows the customer to recognise the brand and connect with them on another level.

Page 56: Whistles Charlotte Barr-Richardson

51

Evaluation of CampaignFashion is a fast paced, modern and blossoming market, where technology has a growing influence on how fashion is not only seen, but communicated to the audience. With the creation of QR codes, watches, phones and tablets, there is almost a dependancy to capture the action ourselves - even though live streaming and social media allow us to experience the whole atmosphere from the comfort of our homes.

With this new element to brand experience, simple aspects like a website or an app allow a continual relationship between the consumer and the brand; pushing promotion to another level. The statistics into the amount of time spent on the internet is astonishing, with 31 hours a month spent looking at a screen. This, however, will not come as a shock to many, but for a brand wanting to stand

out against their competitors, a simple clothing app or a beginners website no longer makes the cut. With video elements, blogs from the CEO and even promotion of other businesses, the want for a straightforward shopping site is no longer there - something more sophisticated is required.

‘@YourWhistles’ explains and understands the pressures of every day life for the customer base of the brand, meaning that issues like beauty, adventure and health are studied and precisely targeted to what the Whistles customer would buy into. This market research allows a true sense of connection between the customer and the brand, meaning that there is a new, untouched relationship which none of the competitors nor luxury brands have delved into. With the burning questions of: where to go for lunch, what to do on a rainy

day and even daily suggestions of events or pop ups available to visit, @YourWhistles creates a new form of networking which is yet to be discovered.

With many brands aiming at the same audience, with comparable price ranges and brand experiences, this app has created a platform for the brand to sit on, and not only advise on fashion wear, which the brand is set out to do, but focus in on the lifestyle of the customer. Although some would see this as a form of dictatorship and control, there are eight main categories in which the customer can locate information. From music for a dinner party to music for a run, holidays and adventures around the world, to exhibitions and events happening across the county, the endless possibilities enable every customer, male or female to become educated with

what is around them.

Within fashion the possibilities of creation and a unique selling point are quickly becoming extinct, with a much more personal approach to fashion; this is why Whistles have created something magical. The gap in the market allows a true sense of innovative thinking looking at the market and realising the potential. Although there is a high upkeep to the app, it will connect with the customers on a new level, making the gap between consumer and the brand ever smaller; something fashion has been waiting for.

Page 57: Whistles Charlotte Barr-Richardson

52

Page 58: Whistles Charlotte Barr-Richardson

53

Page 59: Whistles Charlotte Barr-Richardson

54

Page 60: Whistles Charlotte Barr-Richardson
Page 61: Whistles Charlotte Barr-Richardson
Page 62: Whistles Charlotte Barr-Richardson