Our concept statement/re-written brief

The Brief:
Promote the new Ted Baker collection by utilising the window display and entice people to come in and spend money.


Concept/Proposition:
A window display that stands out from the rest and reflects the idea of an irreverently British sense of humour.


Background:
A successful, expensive brand that are expected to produce high quality products. Their collections are more about fashion rather than practicality.


Target Audience:
Young Professionals
People with an interest in fashion
Image conscious people
People with disposable income
Up market, expensive taste.
Regulars of the Starbucks cafe
Tourists who admire this British taste.


Tone of Voice:
Highlighting the British culture by using humour, which is usually irony and quite satirical. The display must be fun and welcoming, to make people come into the store.


Considerations
Movement
3D
Lighting
Mixed media
In-store giveaways


Mandatory Requirements
Scalable designs
British Humour
Simple and fun
Attention Grabbing




Deliverable's:
Presentation boards
Scalable window display design
In-store materials e.g.
Fun give-aways with purchases
P.O.S Display stands
Signs for new collection

Doing this we already had to begin to make some decisions about our approach, this should really help when starting to think of ideas because we have started to narrow it down.