Wk 2 Task - Videos & Targetting

Bathroom Graduate

What Would I Sell Them? A digital radio

How? Advert in free press (Metro)

What Messages To Send? Better quality sound & variation

Getting Ready Graduate

What Would I Sell Them? A better value mobile contract

How? Direct mail

What Messages To Send? save money on cheaper tariff

Pre Friday Graduate
What Would I Sell Them? A mobile with MP3 player

How? Online advert (Amazon)

What Messages To Send? Less to carry - compact & multi-function

Weekday Eve Graduate

What Would I Sell Them? A DVD

How? Outdoor / transport advert

What Messages To Send? Make your own cinema at home

Work School Graduate
What Would I Sell Them? Concert / theatre tickets

How? Local brochure / local radio advert

What Messages To Send? A night not to be missed / one night only

Bathroom Party Girl
What Would I Sell Them? Blonde 'bombshell' shampoo

How? Promotional voucher in paper

What Messages To Send? Make your hair sexy too / look posh

Bedroom Party Girl

What Would I Sell Them? Aromatherapy candles

How? Internet video advert

What Messages To Send? Escape from everyday stress - 'me time'

Pre Friday Party Girl
What Would I Sell Them? Glow sticks

How? Bus stop advert

What Messages To Send? Out of this world - no ordinary accessory

Travelling Party Girl
What Would I Sell Them? Oyster / student travel card

How? Bill board advert

What Messages To Send? Save money on travel - more cash for clubbing

Travelling Professional
What Would I Sell Them? A portable TV with radio

How? Advert in The Times

What Messages To Send? Always up to date & never lets you down

Bathroom Professional
What Would I Sell Them? Electric razor

How? Advert in Argus Lite

What Messages To Send? Save time in mornings / shave lasts longer

Getting Ready Professional
What Would I Sell Them? An au pair service

How? Local radio / direct mail

What messages To Send? Get help at home & more family time

Shopping Professional
What Would I Sell Them? Online food shopping service

How? Weekend supplements

What Messages To Send? Midweek delivery available / spend Saturdays having fun

Weekday Eve Professional

What Would I Sell Them? Bathtime children's books

How? Poster at train station

What Messages To Send? Make bathtime fun educational for your kids

Swap Shops on The High Street - 2nd Idea For My Brand

With the ever increasing popularity of vintage clothing, recycling or remodelling garments and charity shop bargaining, I felt it would be a prime time to revolutionise the way clothing swaps operate.

Currently, there are various sources online such as Bigwardrobe.com, CovertCandy, Whatsmineisyours.com, Swango.com and Swapz.co.uk which allow members to swap clothing online. However, as these online swap shops are relatively new, they have few members and so minimal numbers of clothing available. Furthermore, many of the members actually ask for cash - as opposed to an item to trade, which isn't really the idea most members had when signing up to a 'swapping' site. Another issue with these websites is the little or zero feedback on members. As these websites are still in the early stages there is generally no information on feedback history, therefore how is one member to be sure of the second's honesty and reliability? Furthermore the issue of postage cost adds to the transaction which means evidently you are paying something for the item - not getting if 'for free' as you might think initially.

Another way clothes are swapped are at organised clothes swapping events, such as VisaSwap, Swap-A-Rama Razmatazz, Swishing and Camilla Younges 'Y Shop' swapping parties. However, these are mostly held in London and have no form of promotion which means only their regulars will know of them. The only ones to hold regular swapping events are Swap-A-Rama (monthly in London) and Swishing (locally once every three months). The others only tend to only happen bi-annually or less!

My idea is to make clothes swapping more mainstream, more regular and more visable by creating a swap shop brand. The brand will have physical stores on the high street, which I hope will further encourage a recycling culture of people who exchange their old clothes for points. This would allow cities outside of London to get involved with stores in Brighton, Birmingham, Liverpool, Manchester etc. Customers can then use their points at other swap shop stores - not neccessarily having to use them in the store they donated their clothes. Futhermore it removes the cost of postage which seems to be putting people off websites like BigWardrobe and Swapz.

I would have to consider how the brand would fund itself - for instance staff wages and store rent. I believe charging customers a membership may be a possible option or getting local designers to collaborate on remaking new garments, which would be available for purchase (not swap). Also, customising workshops could be held for the public which charge an entry fee. The brands personality would emphasize the importance of recycling and creating amazing new looks for free.

Taken from: http://www.timeout.com/london/features/3112/Clothes_swapping_parties.html

Perceptual Map Of Competitors