We researched the current identity of Go-Fish by investigating through observation of the retail space, website and facebook visits, through process of ideation, involving moodboard and mining of the company foundation, we proposed a new fashion marketing direction and future identity of Go-Fish.
Communication materials will promote Go Fish merchandise (clothing, accessories, home decor, bath and body) as beautiful and unique fair trade imports. Brand development and a retail advertising communication program will increase local awareness and loyalty to Go Fish Savannah by relaying the message and mission of the company.
Executions included a corporate identity package (logo design, business card, letter head, envelope and fax cover sheet) event publicity (poster, coupon and flyer), in store materials(in store signage, bags, gift wrap, merchandise tag, punch card and gift tag), one (1) non-traditional ad, one (1) print advertisement to be placed in SKIRT and digital marketing components (email blast, web design and twitter material). All components are consistent and cohesive with store mission
The target demographic is composed females, 35-65, married, college educated 4+ years, working full-time or retired, living in Savannah, GA, 60k HHI. The psychographic is drawn to Innocent and Explorer archetypal brands. They are concerned with helping those less fortunate and are intrigued by authentic, hand- made artwork reflecting world cultures.
Market Research In a customer survey distributed throughout the store for a period of one month, 84% of customers were visiting tourists from out of town. 12% were from Savannah and the local area, and the remaining 4% were Savannah College of Art and Design students.
Reach in to Reach out. Go Fish acquires its unique imports from artisans of developing third world countries such as Uganda, Liberia, India, Indonesia, Thailand, Peru and Mexico. The company founders have fostered meaningful, long-term relationships with the artists and their families, and purchase the hand-crafted goods at their asking price. Through the efforts of Go Fish founders, partners and customers the lives of many have changed. As a result, when you reach into the store&#x2019;s beautiful array of clothing, accessories and home decor, you are reaching out to skilled and hardworking artisans around the world. Through our new tagline we want to deliver the message that Go Fish is about relationships.
The Go Fish logo will appear on all corporate identity and marketing materials. In all cases the logo will appear in one solid color within the corporate identity palette and may also be produced in black or white. The typfaces used for the logo are Garamond Bold and Bell Gothic STD, which will be implemented for text in all marketing materials. The Go Fish logo is comprised of the com- pany name, a descriptive subhead and a fish tail graphic. The shape of the fish tail is intended to symbolize the two entities that bring the Go Fish mission to life. The top fin represents the artisan(s) and the bottom fin, the art buyer(s). Through mission trips and multiple fair trade franchises, Go Fish brings unites these factions in order to bring beautiful art to the United States and give those who create it the com- pensation that they deserve.
The Go Fish color treatment will be primarily composed of warm brown earth tones. More definitive color, namely warm torquise, will be implemented sparingly in identity pieces. The variations of brown are intended to reflect the earthly, organic, and handmade nature of Go Fish merchandise. The cooler, blue-green tone serves to represent the water that sepa- rates the artisans from those who purchase the imports while also serving as an aesthetic contrast to the warm brown colors.
An embellishment will serve as a graphic element on identity pieces and will also be repeat- ed and implemented as a pattern on certain materials. This design was inspired by Batik patterned fabric, which can be found among the Go Fish clothing in the Savannah store. The identity embellishment represents two fish, one being the artisan and the other the art buyer. The two fish are separated, as they are located on opposite sides of the world. The fish tail design is the same graphic used in the logo in order to maintain consistency and cre- ate a cohesive design.
The art style for advertisements will consist of flowing illustrations that depict the Go Fish merchandise connecting the artisan to the buyer. This style serves to reflect the artistic nature of the company and the city of Savannah. This technique also allows the artist and the customer to appear on the same plane, interacting through the creation and appreciation of the product. In the example below, the woman in the upper left is weaving a scarf which moves across the composition and is draped over the shoulder of a woman who has purchased the same scarf. This image educates the buyer and stimulates their emotions by revealing the identity of the artisan who created the textile piece.
To create cohesion for the brand, the proposed logo was applied to a fax cover and letter head. We also created a low-cost envelope label which can be applied on all corporate materials. The image at the bottom of the letter head incorporates the fish tail which demonstrates the relationship between the artisan and the buyer.
The store itself makes the most signifiant and lasting impression of our collective consciousness and it is here that the retailer must place great emphasis. The ability to create a memorable experience for the customer comes with providing a cohesive and logical shopping experience. As it is, the more merchandise customers are exposed to that is presented in an orderly manner, the more they tend to buy. POS signage, branding and the store logo also need to provide the same message and provide a clear meaning.
Proposed Store Layout Go-Fish benefits from its large space of 2200 square feet, 4 fitting rooms, wooden floor, and large open back display windows. The store currently uses a variety of tables, shelves, wall shelves, clothing racks, screens, and jewelry displays to showcase its products. The current layout of the store lacks a focus point, and is cluttered by many unnecessary fixtures such as small stools, magazine holders, and small side tables. Many items are hiding or scattered around the store, and some products are so heavily adorned, it is unclear as to what is product and what is decoration. It would be beneficial to update the layout by eliminating any unneeded fixtures and rearranging the furniture to expand the space and create clear paths and lines of visibility. This will result in the creation of intentional traffic paths, an improved shopping experience for customers, increase product visibility, and ultimately increases in sales.
Suggestions & Explanation for Store Layout
Move the cashier registry to the left wall next to conceal small storage space -easy excess to storage, hide clutter of the registry, full view of floor space. Move the mirror divider to the back to block off the rear clutter (sink and utility), and create an illusion of space with the mirror. Also functional for fitting purposes. The 2 chairs are moved in front of the mirror for seating. The furniture and fixtures are arranged from low to high for easier browsing as customers enter the store and generate illusion of space. Each category is departmentalized in one location for easier shopping. Home decor items will be displayed throughout the except for home d&#xE9;cor items, which will accent products throughout the store. T-Shirt shelf is downsized and moved to the back left wall. Sale items are neatly displayed on hangers near t-shirt shelf. All the white walls are painted to cream to bring cohesion with the updated color treatment of the brand. Exchange wooden mannequins in windows for full-figured, cloth mannequins for more realistic effect.
In order to reduce confusion, visual communications must play a significant role in explaining the purpose and identity of the brand. Retailers cannot depend on sales associates to always be available to customers. Currently Go Fish depends on sales associates to approach the customer as they enter and give a brief introduction of the store and explain their mission. However, as traffic increases or they are busy helping a customer at the cash wrap or dressing room, many customers are able to filter through without receiving the background information of the company. The story is the selling point of the product and providing additional information about the mission, artisan, and operating policies of Go Fish through signage and illustrations encourages the customer to buy. In-store signage is a low cost, low maintenance way that provides information and increases brand identity and serves as a silent sales person. Installing POS signage will not only help to direct the flow of traffic by identifying the various product categories, but will also help create an effective selling environment. Category Signage In order to direct customers, these signs will be placed throughout the store as organizational tools. They will serve as a guide for shoppers to help locate specific departments of interest. Category signage is intended to be seen from a shorter distance and will be located on the fixtures and t-racks . What service levels can do is prevent customer defection, but with that in mind, only a median level of service -- "meets expectations" -- is required to keep a customer from leaving. As long as you aren't actively disappointing customers, service isn't a key component for making customers happier. Bad service is 400% more likely to alienate customers than excellent service is to attract and keep them.
In order to emphasize the relationships created within the exchange of Go Fish products, lifestyle graphics including artisan biographies and information will be displayed throughout the store. Although there are existing images displayed throughout the store, the updated artisan information signs will help to encompass the message of the Go Fish company and visually communicate the concept of fair trade.
Innovative and creative punch cards will allow the retailer to gauge customer retention.
Holiday greeting cards will be sent out through direct mail to customers who provide mailing information. This information will also allow the retailer to distribute promotional material to customers in the future.--Possibilities to initiate Loyalty Programs such as Birthday Promotions etc.
Updated merchandise tags will highlight the story and mission of the company, emphasizing the fact that with the purchase of the product the customer becomes a part of a relationship in which they support third world artisans through fair trade. The tag will also feature a QR code. QR tags are small barcode-like visuals that may be scanned and "read" by smart phones, with the goal of making in-store signage more interactive for consumers. Once scanned by a smart phone such as the iPhone&#xAE;, DROID or BlackBerry&#xAE;, the QR tag makes additional information, images and videos easily available to the user via their phone's Web browser, providing consumers with added product detail and demonstration, netting a more robust shopping experience. The QR feature will instantly link the customer to the website and a profile of the artisan.
To enhance the brand identity and to create cohesion in the eyes of consumers, gift wrap was created by using the proposed pattern and motif.
A stamp was produced with the G icon for an inexpensive alternative to screen printing. This also allows the retailer to utilize different sizes of gift bags. In an in-store survey, 48% of Go Fish customers were searching for a gift for a friend of family member. Offering an aesthetically pleasing gift wrap and tag added value to the customer and also provided a service.
The print ad utilizes the pattern design as well as the proposed tag line,&#x201C;Reach in to Reach Out.&#x201D; The lady shown represents a Go Fish customer who has wrapped herself in one of the quality garments of the Go Fish product line. Showing her relationship and interaction with the fabric demonstrates the emotional impact and communicates the message of the company; her response and encounter to the fabric embody the philosophy. Her self embrace is her recognition and appreciation of the hard work of the artisan and the unique quality of the item. - The print ad will run in Skirt! Magazine, a free publication distributed to the Savannah area. The target market of the magazine are women ages 25-65. The magazine features local editorial pieces and places emphasis on local boutiques and specialty stores.
As a form of non-traditional advertisement, and an additional way to create brand identity, twenty five simulated fishing rods will be distributed throughout downtown Savannah. Attached to the poles will be a 25% coupon in the shape of a fish. Through social media updates and an e-blast, Go Fish customers will be notified of the promotion and will interact in the scavenger hunt for savings and bring in the coupon to receive the discount. The promotion has the potential to receive large local publicity and can also be further publicized via video streaming
&#x201C;One Can Make A Difference&#x201D; In cohesion with the tag line, &#x201C;Reach in to Reach Out,&#x201D; the promotional event &#x201C;One Can Make A Difference&#x201D; will continue this theme and will help cultivate and generate a local client base. According to the Chatham-Savannah Authority for the Homeless, 4000 individuals experienced homelessness last year in the Savannah area. Currently Go Fish participates and supports missions in Peru. Donations and fundraisers such as &#x201C;Pennies for Peru&#x201D; are definitely positive actions and are cohesive with the identity of the brand, however giving locally will not only serve as a charitable action, but will also function as a promotional tool and will generate local publicity. Although the event is simplistic in concept, it achieves the objective of increasing local awareness and loyalty to Go Fish through brand development.
Preparation & Evaluation Set-up and costs for the &#x201C;One Can Make A Difference&#x201D; event will be minimum, and will only require the distribution of posters, flyers and updates on Facebook. The 10% discount is a round number which will allow the retailer to measure how successful the sales promotion is. Rather than evaluating with sophisticated mathematical models which are not cost effective, a simpler approach can be used. A comparison analysis should be used in which weekly unit volumes are monitored before the sales promotion and compared to weekly unit volume during and after the promotion. Customers will be prompted through e-blasts and social media updates to bring in cans of food to the Broughton Street Go Fish location in which bins will be placed for collection. Monetary donations by Go Fish customers who don&#x2019;t live in the area will also be accepted via the website. Event posters and flyers will also be distributed throughout Savannah to advertise the event and remind those within the community that contributing to the well-being of fellow community members is a very easy task. The principle behind the event is to encourage customers to reach into their hearts, and by doing so they will be reaching out to the community. The event will replicate the Go Fish business model in which the company reaches out to artisans in underdeveloped countries to improve their standard of living. The promotion emphasizes the message and mission of the company and enhances brand identity in the minds of consumers. As the cans are collected, they will be used within the window space to create a display. The windows within the storefront of Go Fish have a straight front and run parallel to the street and also have an open back. The windows must be inviting and will serve as a discussion piece for those walking by the store in addition as a focal point within the store space. Displaying the cans of food will raise questions among people within the community and prompt them to be involved. This also shows the progress of the event. Take down will only involve the removal of posters and delivering the collected cans to the Chatham-Savannah Authority for the Homeless.
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