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COVID-19 had an impact on individuals mental health partly caused by social distancing. The Chloé truck could be an option to comfort people during the pandemic and after, to gather people, start socializing again and build a community.

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Description
This week I really thought about my idea, especially how I can make it special from other ones. I came up with the Chloé truck offering coffee and mulled wine along with a hygiene box including toilet paper, mask, hand sensitiser and other beauty products. I thought that during the pandemic it would be good to offer a range of hygiene products, especially if made into a cute gift box that can be send to friends all over the world. Furthermore, the truck can be open for selling beverages whilst the stores need to be closed, making it easy for Chloé to spread awareness.
I had a meeting with a teacher regarding my idea, which he loved however I am missing the innovative part to my brand strategy, which I thought I could have through launching a Chloé app but apparently I need more. I need to brainstorm on what possible innovation I can bring and add on to my idea.

Feelings
I was very happy with my idea but felt very insecure ones told that my innovation is missing or wasn't enough. Now however I am eager to think of a very cool innovative strategy linking to what I have already. Super happy I took the opportunity though to speak to my teacher.

Evaluation
The good is definitely that my teacher put me back on track. He also really liked my idea which is very reassuring and I am confident that this can go a great way. The bad is that I need to go back to the beginning and have to think abbot my idea again which throws me back in time.

Analysis
This situation occurred as I let time run without doing much. Time management is usually my strength as I have learned from other projects but this year it is a little different. Our projects are due in January making it seem much further away. However I forgot that we have the same amount of classes as usual and the same amount with the tutors. I extra came to London and decided not to do uni online to get good feedback on my work and ask for help when I can. Until now I did not make much out of that advantage but I am glad I got a push by the teacher himself to speak to him. The formative assessment did not only guide me in terms of project but also for future skills of planning, time management and asking for help when needed.

Conclusion
I've learned that I should speak to my tutors more often and ask for help right away when needed. This will keep me on track and won't put me back into the situation where I struggle and fall back in time. Overall this experience was a good one though as I learned and grew from it for future tasks. Next time I could also have a look at the unit hand in order to see wether I am following the guidance.

Action Plan
My next step is to think about the innovative link I can make between the Chloé truck, hygiene box and app to get started on the different parts of the project. To not have this happen again I will speak next week to my teacher about the idea I have and see if I am on the right track.

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Chloé Innovative Branding Strategy Video / The Chloé Truck

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WHAT IS THE NAME OF THE TRUCK?
wellness?
wellbeing?
evolution?
revolution?

CONCEPT: Building a community during time of a pandemic and post pandemic

KEY OBJECTIVES:

1. Sell whilst COVID

1. and make it work post pandemic

2. Build community

1. for a strengthened relationship with people to increase their wellbeing, physically and mentally both during and post the pandemic

3. Costumization

1. this may be something only offered along with the truck

1. if customised it can only be picked up at the truck?

4. support people emotionally before, during and after a pandemic

HOW TO ACHIEVE THEM:

create the community/bring people together

TRUCK (offline)

selling alternative to closed stores during COVID-19

travels around

sell products

pick up products

interaction with app

APP (online)

option to sell more throughout the app

new retail opportunity

offer customisation of products through the APP to order online or pick up at the truck

this also includes a corona hygiene box made for you and your friends

app offers a map guidance to the track

can order beverages for truck over app (only app)

have to download the app in order to buy anything from the truck

How would it work in May?

Chloe post pandemic survival truck

starts with COVID-19

more pandemics are coming

emotional wellbeing support after pandemic

community aspect is cool --> psyhcolocial wellbeing

empowering community

a tool I can use in the next years

survival truck

only positive words

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Gucci press release plan
TOP

Gucci Fest Online

16-22 November

new Gucci collection is being revealed via a seven-part miniseries

SUBJECT

Different episodes/clips published

Short films featuring the work of 15 emerging designers screened daily

following the eccentric and flamboyantly dressed Silvia, (played by Silvia Calderoni) through an esoteric daily routine including a trip to the post office, a shopping spree in a vintage store in Rome and encounters with the pop star Harry Styles and the writer and philosopher Paul B Preciado, who make cameo appearances

ORGANISATION

Gucci

give background on the brand

LOCATION

Online

https://www.guccifest.com/#/en/

ADVANTAGES

replaces pre-COVID catwalk shows

format of a virtual film festival

introducing new upcoming designers through the halo effect:

Each episode of the mini-series will be bookended by advert-length mini-films showcasing the work of up-and-coming designer

APPLICATIONS

to present the new collection

for everyone, no distinguishing between men and women

DETAIL

webpage is in bright red

hosted on YouTube

SOURCES

Alessandro Michele’s online ‘GucciFest’

by Gus Van Sant

QUOTES: “I want to set clothes free,” said Michele during a Zoom press conference. “I don’t want fashion to be imprisoned in shops any more.”

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Description

The truck will be used as an advertising tool

Chloé will adjust itself to the changes and impact of Corona on the fashion industry but also the world as a whole. The brand will offer hygiene products including masks, hand senatizers, toilet paper and other beauty products as a gift box to send to family members and friends. To make it appeal to many, increase awareness and interest of it, a Chloé truck will be in standing in all major fashion cities offering coffee and mulled wine to go. Furthermore they will advertise the hygiene box. As most shops are determined to be closed, Chloé will still be able to sell through this way and raise awareness of the photo challenge as well, discussed in the innovation part below.

Innovation
Become part of the new brand campaign for #chloéssafefuture

buy a mask or get one for free (or any other hygiene article) and submit it as a # on instagram or upload it on the Chloé app

will also raise awareness of the app

Campaign will be streamed all over (see below)

WINNERS: Not everyone can be part but favourites will be chosen (can be pics and short clips) for the advertising campaign

Winners will receive a very special discount/offer

PARTICIPANTS: Everyone taking place will be offered a special discount/offer too

Even though they may not be in the campaign video, they pictures can still pop up on screens randomly

Customers of Chloés coffee or mulled wine will be handed a free mask with which they can enter a worldwide Photographic challenge of customers using the #staysafe hashtag on instagram tagging Chloé. Chloé will use these to put up on advertisement on billboards (e.g. piccadilly circus, time square), on buses, tubes etc. and will offer those participating a 50% discount on the Chloé hygiene boxed or online store as well. Furthermore, Chloé will be launching an app making access and navigation easier.

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The Chloé app

scan QR codes for orders and designs gift bags online

creating box through the app

outdoor experience

random studio

live spectacle

dont overcomplicate products

find element of innovation

try to find connection between space and app

outdoor cinema?

find the truck

mulled wine

A Chloé Christmas love story

The Chloé girl needs to find her Chloé guy and win something?

Instagram challenge to receive 50% of?

Share your coffee?

Instagram hashtag challenge

Share your Chloé mask all over the world and be on time square, piccadilly circus, the Chloé website etc.

Get 30% off your next order?

#staysafeduringtheholidays

Get your free coffee? or mulled wine?

Season dependent

Can earn points over the app

Maybe making the steps count?

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Description of the experience

Feelings and thoughts about the experience

Evaluation of the experience, both good and bad

Analysis to make sense of the situation

Conclusion about what you learned and what you could have done differently

Action plan for how you would deal with similar situations in the future, or general changes you might find appropriate.

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The 5W's (Bottega e.g.)

Who?

Bottega Veneta

Part of Kering

What?

Italian luxury fashion brand for both men and women

Intrecciato leather-weaving is it's unique selling point

Why?

Celebrate Craftsmanship

Where?

Based in Milan but available worldwide

When?

Founded 1966 in Vicenza, Italy

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HE PRESS RELEASE

need to be clear on costumer targeted

needs to be in third person

keep the copy tight, no long sentences

no hyperbole (stick to the facts)

quote a journalist easy not about the brand

make it enjoyable and exitement, maybe some personality

include pictures

Top - make clear what is happening and why it is important (no boring stuff)

Subject – what is the story about?

Organisation – what is the name of the company?

Location – where is the company is based

Advantages – what is new or what is the benefit or story?

Applications – what are the uses – or who are the users?

Details – sizes, colours, prices, figures etc?

Source – this could be head office when it differs from a global office

1,000 word press release to be split up between the actual press release and fact sheet

Optional bio = fact sheet

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"Handle With Grace" explores the relaxed elegance of Natacha Ramsay-Levi's Spring Summer 2020 runway collection. The message is one of free-spiritedness and femininity: "If to anyone, belong to yourself."

Duration: 24 Seconds
Photographer: David Sims
Models: Rebecca Longendyke, Felice Noordhoof, Mona Tougaard
DA: Ezra Petronio
Make Up: Lucia Pieroni
Hair: Duffy
Styling: Camille Bidault-Waddington

https://www.chloe.com/experience/en/chloegirls/the-spring-summer-2020-campaign/

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With support from Lucy Boynton & Katie Holmes, Chloé partners with UNICEF to for their Girls Forward Campaign.

Occasion of International Women’s Day

Debuting a T-shirt, necklace and bracelet with 100% of purchase proceeds directed towards UNICEF

With Chloe’s support, UNICEF will help reach 6.5 million adolescent girls and young women around the world with gender equality programmes and skills to advance in the workplace

This partnership towards equal opportunities echoes the spirit of Gaby Aghion, who founded Chloé in 1952 and was known to have said, “To all women, I always say, you must dare.”

https://www.chloe.com/experience/en/chloegirls/raising-awareness-for-girls-forward/

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Debuts with Regina Demina

As a self-described holistic artist, Demina expresses herself across several creative fields including dance, music, video and installation art

Based in Paris with Russian/Ukrainian background, she has emerged as a distinctive talent who composes unconventional narratives that register with resolute femininity

Whether through EPs released in 2018 or live performance, Demina consistently composes a self-portrait that reveals an intellectual connection to her desires, her body and its movements

For her project with Chloé, she brings her multi-disciplinary background to the airy sensuality of Natacha Ramsay-Levi’s Spring Summer designs, introducing daring movements that feel at once intimate, impulsive and graceful

https://www.chloe.com/experience/en/chloegirls/chloe-voices-featuring-regina-demina/

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Pop-Up (christmas) truck on bond street

make it movable?

if successful continue after Christmas and have it travel around the globe changing location every few months

since christmas markets are cancelled this could be a place to serve some hot mulled wine and gingerbread

have the whole truck covered in Chloé

Chloé coffee cups, napkins etc. to go

Corona necessity kit for Christmas presents - can come in different sizes and filled by however you want

makes it affordable for anyone

speaks to a large target audience as not only the typical age group will purchase the products but also boyfriends, grandmas etc for their girls

Products included:

Toilet paper

Soaps

Mask

Hand sanitiser

also include products from Chloé beauty and skincare

Also offer small customisation products which have no connection to Corona

could include keychains, cardholders

QR code to send kit to friends around the world as Corona makes travelling to each other so hard

Make it possible to order online and pick up there

having both the option to go there and order/buy/see the products but also order online and receive it there

Maybe make a version for men too?

would make Chloé finally available for men as well

Make only access available for people to customize their own packages

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Description
This week was all about finding an innovative branding strategy for my project. It took me a lot of time to come up with ideas, however, once I had a good one many more started coming to my mind. This was great as I could see what makes the most sense but I was scared to move away from my first idea with the truck as I loved that one.

Feelings
It felt good to sit down and reflect on my current idea and how I can add to it. However, during this process I felt very much all over the place as too many ideas came into my mind, changing one idea to the next and then adding again another idea. At the end I felt a bit stressed on how I can make it easily understandable and how I can add my new idea without neglecting the old. Laying it all out and figuring out what could be best made me feel relieved, however, I look forward to speaking to my tutor again to get clarification wether I'm on the right track and if he likes my idea. Furthermore, he can maybe help me to finalise it by simply speaking about it and making it easily understandable.

Evaluation
The good part of this week was that I got many great ideas on what innovative strategy Chloé can launch and use for higher customers involvement, brand awareness, purchases but also to target the issue of COVID-19. I did get a bit lost in the process as my ideas got a bit overwhelming. I did not want to turn away from my original plan but had to give up some part of it  to introduce the innovative strategy. This was a little bad as it took me time to reflect on whats best and what I really wanted.

Analysis
This was overall not a bad situation to be in. I'd rather have a thousand good ideas than none at all. What did get me into this situation of confusion was my poor planning in the beginning of the project. I started thinking of introducing something to the brand offline rather than an innovative idea for online use, which is very important in today world especially with COVID-19 turning everything online. To make this easier I should have started to think of an innovative idea like virtual reality or so and then go from there. If I would have planned out my approach better I believe this situation would have not happened.

Conclusion
I really did not want to do virtual reality for my innovative idea as this I believed was everyones approach. To go around this I took the wrong approach but did end up with an idea that is online, innovative and involved people without social contact, important for COVID-19 regulations. For the future though, I will make sure to lay out my ideas on paper and maybe visualise it. On Padlet it was very hard to keep track on every idea of mine as all of them where rather all over the place than aligned with each other to be combined or compared.

Action Plan
Next time however I will make sure to plan my approach to coming up with an idea. This also involved the research I do before in order to then come up with a plan. To not be overwhelmed with ideas in the future I want to write my ideas on paper to have them all next to each other for comparison. This will make it easier to navigate and see the positives and negatives for each. In general my time management has improved very well since my first year of uni but I never thought of my organisational skills towards planning my planning process. This is very important and will be considered for future projects.

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Description
At the start of the week I met with my tutor to discuss my idea for the final project. It was good that I met with him, as again I was off track with my whole planning process. I spend too much time wrapping my head around the innovation rather than noticing that I already had my whole idea, just not put together properly. The link was missing between the truck and the app.
Furthermore I learned more about how to write a proper press release and for homework for Dishas class we had to prepare an outline of a plan for a Gucci press release.

Feelings
Again, I felt very stressed and all over the place. This really weakened my confidence a little in the project and made me very insecure. However, after leaving the talk with my tutor I sat back and took a second to just relax and breath. I feel like there was no reason to stress as I had my idea which was great but I just needed time to figure out the correct structure. After taking a deep breath I automatically felt stronger and better, excited to look at my work again and keep going.
In regards to the press release I felt much more comfortable as I knew more about it from the beginning. This made it easier to adapt and improve my understanding of what it is.

Evaluation
The good is that I finally seem to be on track now after a lot of frustration which was the bad part. Furthermore, my idea of how to write a good press release is correct and I will be having one on ones with more tutors this week to discuss all my ideas. The bad side of this is that I put a lot of thought into something unnecessary which took up a lot of time which I could have used more effectively. Overall, I finally seem to know the direction I am going which took time but now I am clear on what to do.

Analysis
I thought I understood from the previous talk that I had to come up with a more digital innovation, which made me do a lot of unnecessary thinking and work. This caused the situation as it wasn't made clear to me that I was on track or maybe I just understood my teacher wrong.

Conclusion
Overall, this was a tough week in terms of wrapping my head around the whole project. I felt very overwhelmed but slowly understood how to handle the project, especially without putting too much pressure on myself.  I have learned that I need to speak up and ask a question in order to not get lost. The situation was really annoying in terms of time consumption but in the end I am on the right track now, I hope, and I will finally be able to continue forward.

Action Plan
From now on, as mentioned before I will seek help from tutors right away rather than wait. Next time I will have a range of ideas as well rather than just stick to one from the beginning. Next up I will have a think about my mood boards and continue with my research on Chloé. The upcoming weeks I will have lot of one on ones with my tutors to not experience such a situation again.

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Description
This week was all about meeting with tutors and discussing the process of the project with formative assessments.
I got very good feedback from my shooting and media planning tutors. They loved my idea!

Feelings
They made me feel very comfortable about my idea and the process.

Evaluation
Analysis
Conclusion
Action Plan

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Random studio

Live spectacle

https://random.studio/projects/a-ss21-collection-experience-for-chloé/

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"The use of ordinary, real people in ads may help brands connect with the public, a study carried out for Campaign has found."

https://www.campaignlive.co.uk/article/consumers-real-people-ads-prefer-laugh-research-finds/1445068