ANN TAYLOR

Brand Identity:

Attributes – Versatile, Fit, Chic, Accessible, Quality, Inclusive

Promise – Loyal, Reliability, Wearable, Fits to real people’s lives

Personality – Feminine, Confidence, Sophisticated, Classic, Elegance  

Source of Authority – ANN INC.

Brand Essence – American, Women, Elegance, Classic

Brand Image:

Attributes – Wholesome, Elegant, Simplistic, Chic

Promise – Wearable, Fashionable but not trendy 

Personality – Classic, Mature, Dated, Feminine

Source of Authority – ANN TAYLOR : ANN INC

Brand Essence – Feminine, Elegance, Classic

Rakhee x

L'oreal Paris

L’oreal Paris- ‘Cast Yourself’

In October 2011 L’oreal Paris launched a competition to find three girls to star in the next Casting Crème Gloss advert alongside spokes model, Cheryl Cole. They were looking for a blonde, a brunette and a red head. This advert would be the first of L’oreals adverts that did include an official L’oreal Paris ambassador.

Fans were asked to 'Cast Yourself' by visiting the L’Oréal Paris Facebook page. As well as this a phone app was created and it allowed the applicants to upload their photo and complete the sentence “I love Casting Crème Gloss because...” before the voting began. ‘The Facebook app was downloaded over 21,414 times, and over 15,547 voted in just the first week alone’. This just show how people really respond to these ‘real women’ campaigns, they are a successful way of making a brand more personable.

Written by Amy xx

http://rachaelblogs.co.uk/2011/11/22/cheryl-cole-competition/

http://lbbonline.com/news/fans-cast-themselves-alongside-cheryl-cole-in-new-ad-from-loreal-paris/

http://fashionbite.co.uk/2011/11/04/competition-cast-yourself-with-l’oreal-paris-casting-creme-gloss/

Brand Identity & Image: LOFT

Brand identity: LOFT

Attributes

Wearable

Accessible

Comfortable

Fashion Forward

Promise

Practical Clothing

Versatile

For the everyday woman

Flattery

Personality

Casual

Trend aware

Loyal

Brand Essence

American

Heritage

‘Trusted personal stylist’

Source of Authority

ANN INC

Ann Taylor

Brand Image: LOFT

Attributes

Casual

Bright clothing

Embellishment

Promise

Comfortable

Easy to wear

Personality

Bright

Mothers

Clothing to fit easily into lifestyle

Busy

Brand Essence

Casual, Comfortable & Easy to wear,

Source of Authority

ANN INC

Ann Taylor

Ahhhh we WILL get this done tomorrow/tuesday! Bring lunch!

See you girls tomorrow :)

Rakhee xx

Research Doc idea?

Dove campaign stats

The study evolved out of a desire to talk to women around the world about female beauty. According to the study, “Dove knows that the relationship women have with beauty is complex: it can be powerful and inspiring, but elusive and frustrating as well. We sponsored this study in order to probe more deeply into this intricate relationship. Dove wanted to understand how women define beauty; how satisfied they are with their beauty; how they feel about female beauty’s portrayal in society; and, how beauty affects their well-being.” This was the first comprehensive study of its kind.

The following statistics are a sampling of results from the study:
• Only 2% of these women describe themselves as “beautiful”

• About 3/4 of them rate their beauty as "average"

• Almost 1/2 of them think their weight is "too high"

The previous findings are particularly the case in the U.S. (60%), Great Britain (57%) and Canada (54%).
• Almost half of all women (48%) strongly agreed (8, 9, or 10 on a 10-point scale) with the statement that: “When I feel less beautiful, I feel worse about myself in general.”

• Just 13% of all women say they are very satisfied with their beauty, 12% with their physical attractiveness, 17% with their facial attractiveness and 13% with their body weight and shape.

• The study revealed that women see beauty and physical attractiveness as increasingly socially mandated and rewarded. Almost two-thirds strongly agreed that: “Women today are expected to be more physically attractive than their mother’s generation was” (63%); and, “Society expects women to enhance their physical attractiveness” (60%).



http://psucomm473.blogspot.co.uk/2007/03/dove-campaign-for-real-beauty-case.html

Real Women

Brands using "real women"

Dove

The Unilever brand’s much-copied "Campaign for Real Beauty" pioneered the use of everyday women, rather than models.

Nike

The sports brand ran a cam-paign in the US featuring women’s body parts with lines such as "My butt is big".

Pretty Polly

The tights brand was involved in ITV2's 'Coleen’s Real Women', based on a search for non-professional models to front marketing campaigns.

Ultimo

Having used celebrities in ads in the past, the underwear brand has opted for non-professional models for its latest campaign.

http://www.marketingmagazine.co.uk/news/1019477/LK-Bennett-roll-real-women-campaign/

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