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Editor's Notes

1. Mintel
2. Speaker notes – consumer motivation theory- standing out from the crowd = makes an effort to seek out new trends and ideas – moved our idea onto a more fashion conscious consumer
3. SPEAKER NOTES With this brand we aim to challenge traditional fragrance brands theory - strong correlation between brand identity and consumer identity – consumers are likely to connect with brands that affirm their personal viewpoint The brand is an extension of the consumer
4. Switched on, creative and aware individual Target consumer: age, interests, occupation, shops in urban outfitters
5. 3 key messages
6. ‘Consumers are more likely to engage with a brand when they respect or connect with its values’ – People don’t buy what you sell: They buy what you stand for, Martin Butler
7. Add picture of what annie made
8. Take out skaters – our chosen price on a tag We should talk about competitor pricing here??
9. DELETE SLIDE??
10. Break away from traditional styling of men’s fragrance advertising – express something much more raw, unique and expressive of street culture
11. Dazed and confused notes: not just a fashion magazine – covers art, music, film and literature Aims to challenge its readers and create a “new generation of switched on, intelligent and aware individuals.” - “Dazed has thrived by doing all the things that creative Britain is good at.” – Ekow Eshun, Broadcaster