The focus group consisted of 4 people between the ages of 18-21 who were asked questions about advertising preferences for a new clothing brand. The group agreed that 4-5 outfits shown in an ad was best to give variety but not be overwhelming. They also preferred using low profile models for a new brand rather than celebrities. Most felt two models in an ad allowed showing different styles on different body types. Regarding ad content, they thought ads should have similar styles to build brand recognition but also some uniqueness. And that the brand name should be featured at both the beginning and end of ads to aid recall. Black and white shots and less popular music were seen as making ads more memorable too.

1. Focus Group
By Emily and Lois

2. Who did we ask and why?

3. Jen Hall (left)
We asked Jen because she is in our age group of 18-25. Jen is 18 and
will be going off to university in September. She loves fashion and is
very social. She studied media for gcse and alevel; and we fee that she
will give us great help with her feedback.

4. Georgia Simpson
We chose Georgia again because she is in our target
market age group. She is 19 years old and is currently
studying marketing at hull university.

5. Niamh Green
Niamh is in her final year at university aged 21. She is studying Engineering
at Nottingham university. She loves fashion and used to work at River island.
Niamh will help up with student life in university as our brand is targeted at
uni students because of the well priced clothing we sell.

6. Katy Watson
Katy is friends with Jen and they both have a ‘passion for
fashion’. Katy again studied media at GCSE and alevel, and
has helped with their feedback on what we should do.

7. Q1; how many outfits would you
expect/want to see in our
adverts?
 Niamh; ‘you usually see
around 4-5 outfits within
a advert. Which I think is
best because I find it
more interesting to
watch’
 Georgia; yeah I agree,
but sometimes there are
too many shown and it
can be over whelming.
 Katy; ‘I think the less the
better, I would rather see
more of one outfit that
short bits of loads of
outfits as it will then be
more to take in and I
wouldn’t be able to
concentrate’
 Jen ‘ I think 4-5 outfits
like Niamh. This is the
perfect amount and will
make your customers
want to go onto your
website to see more’

8. Would you prefer a celebrity
endorsement or a low profiled
model?
 Niamh; ‘I love to see
celebrities in adverts. It
reasures you that the
quality of the brand is
good. It also makes you
want to buy the clothing
because they are
wearing it’
 Katy;’ I prefer low
profiled models, because
its nice to see a fresh
face on your tv screen.’
 Jen; ‘I agree with Katy, I
like to see new faces.
And maybe find a new
model that I like and
copy their fashion style.’
 Georgia; ’I think for a
new brand low profiled
models would be better.’

9. Q3; would you prefer to see one
model within the adverts or two?
 Niamh; ‘I like to see
more than one model, as
it would then allow you
to see different clothing
styles on different body
shapes’
 Katy watson; ‘I think
maybe one or two. too
many and it will get over
complicated.’
 Jen; ‘yeah two models
will be enough, as Niamh
said it will allow the
customers to see clothes
on different body types’
 Georgia; ‘I like to see
one model as I can then
fully concentrate on the
clothes they are wearing’

10. Q4; as we have two main adverts,
would you prefer them to be similar
or completely different.
 Niamh; I think having
them similar would be
best so you can relate
them to the brand.
 Georgia; ‘yeah I agree,
you need to be able to
recognise your brand by
the adverts’
 Katy; ‘sometimes you
get bored of the same
thing over and over
again from a brand. I
want to see something
new each time’
 Jen; ‘I feel that you need
to be able to recognise
the brand, but I think
that you should have a
unique selling point’

11. Q5; do you find it more effective
if the brand name is at the
beginning or at the end?
 Niamh; ‘ end defiantly,
you would remember it
more if it is at the end’
 Jen;’ I feel like it should
be featured at both, but
one more than the other
because people will more
likely remember it then’
 Katy; ‘I think at the end,
as I will remember it
more’
 Georgia;’ I dint really
pay attention to the
brand name as I am
more focused on what
they are showing me.

12. Q6; which font do you think we
should use?
 Katy; ‘I think Atlantic is
the bets for your brand
as it looks the most
professional’
 Jen; ‘I think Atlantic
again but also Belle-
rose are the best font
choices’
 Niamh;’ I really like
Simon Scripts as it
looks really fun, its
simple to read, and it
looks to me any way
memorable’
 Georgia;’ I would prefer
to see something simple
like Atlantic or the
Mango Smoothie one’

13. Q7; would you prefer a more
upbeat song or a more less well
known song?’
 Niamh;’ I love to hear
and find new music, so I
think a less well known
song would be best for
me’
 Jen;’ I think a less well
known song as the song
usually chosen are from
the charts and they can
get annoying after a
couple times hearing it’
 Katy’ I think if you
choose a well known
song, you will get the
following of the artist.’
 Georgia‘;’ I think a less
well known song because
a Jen said pop songs can
get annoying.’

14. Q8; do you think the use of a
black and white shot would make
the advert more
memorable/effective?
 Georgia;’ I think it would
liven up the advert abit
more, it will make it
more memorable’
 Jen; ‘ I like the idea of
having the black and
white shot, it will make it
different from all the
other ads you see.’
 Katy; ‘ I think the black
and white shot would
make it more
memorable, but you
want people to
remember the brand for
the clothes’
 Niamh; ‘ I love the idea,
I feel it will make the ad
more unique’

15. What sort of shot types do think
is appropriate for advertising
clothing?
 Niamh;’ I would like to
see some close up shots
of the clothing because I
want to see the quality
and texture of the
clothes’
 Jen; ‘see I think you
should have a mixture of
long shots and close
ups.’
 Georgia; ‘ I think if you
have long shots you can
see the clothes together
as a piece, but close ups
allow you to see the item
of clothing’
 Katy; ‘I think a mixture,
as this will make the
advert more interesting
and visually stimulating’