Jodie's Post

Hi Girls,

Finally been able to get this to work! So today me and Lauren had a discussion about the project and came up with these Ideas. They've been summarised. Let me know if anything is unclear.

• We would change our focus from Ann Taylor to LOFT as we feel that the British public would not understand and 'buy into' the heritage the American market does..simple because it doesn't mean as much to us as it does to them.
• A key point we picked up in when reading the Ann Inc official report, was that they are solely focused on the consumer. 'OUR CLIENTS ARE AT THE CENTRE OF EVERYTHING WE DO'. From this we thought about marketing LOFT in the UK with a 'friendship' or 'Sisterhood' idea. For example having a twitter wall in store allowing our target market to write messages on the walls to their friends and also have pictures, further creating brand awareness. And creating a 'Shopping experience'
• We also thought about potential Lock ins and definitely 10% student discount. 
• We are marketing this as a university brand, for students. Much like Jack Wills do.
• The shops would be in the biggest university cities; Leeds, Manchester, Nottingham, Bristol, Lancashire, Sheffield. This is in order of size/population. 
• We also wanted (like in Hollister/Gilly Hicks) to have people represent LOFT. But instead of in america with their; 'LOFT girls' idea. We propose a new idea of 'Uni Girls', attractive girls that promote the store via a blog. Updating people on the latest collections but also on their lifestyle. Where they go out, who their best friends are etc. So consumers 'Buy into' theses girl's lifestyles and therefore the brand they represent. Creating an Idealistic vision of what they want to be like be. 
• Gilly Hicks most recent ad campaign, having half naked men in the street... we should be trying to create events that would raise brand awareness, BUT not based on half naked men..more on girls all together/sisterhood kind of vibe.
• We initially thought about having the stores on Regent street but realised that it is already such a saturated market; i.e 3 h&ms. And is more of a destination for big high street brands that people know, rather than exploring new brands/stores. So we thought locating it on a street like Carnaby street could work better, as its up and coming and attracts are more adventurous shopper. But it feels like the consumer has 'discovered' the shop..making the experience all the more special.

I know a long list, but we also thought maybe we should do interviews this saturday. Detailed as follows..

• Go into the 'White Stuff' and check out their twitter wall. 
• Create a mood board of clothes from LOFT.
• And present them to customers who walk out of jack wills and the White Stuff. (target market)
• ask them to summarise the style of the brand in a word..get them to pose with that word on a  board
• Say what the brand most resembles i.e NEXT, H&M etc
• Also ask them what makes you pay more for items i.e quality
• And finally, ask them what time in there life they have felt most cared for buy a brand? Doesn't have to be fashion related.. just so we can judge what level of customer service our target market like, as it is not the same as the americans.

Hope thats ok Girls

Thank You

Jodie xxxxx

Just seen Lauren already posted this information, but that is fine for saturday love.