YCN Competition Brief

How much would you spend

on an average trip to Peacocks?

Survey

What we are being asked to do

Increase brand awarenessDon't exclude the existing 'family' customerFocus on a specific customer or broader appeal Devise an advertising campaign Enhance Peacocks fashion credentials

The BriefProblems

Need better reputation to sell high brand Low brand awareness - despite stores and stats Unsure of target audienceSecondary location so need to make up for thisBring brand into todays market (e.g. facebook) stuck in 1990s

As well as solving the problem in the brief, we had another problem - Peacocks is £750 million in debt, and after going in to administration, was taken over by EWM, who closed over 200 of the 611 UK stores. There website is currently down and nobody is certain about the future of Peacocks.

After conducting our own primary research, as well as reading up on Peacocks in the news, we realised that a campaignlike ours is desperately needed to give Pea-cocks the fashion credentials other successful stores have and to answerthe problems that are set in the brief.

Comments in our survey for reasons why people don’t shop in Peacocks for clothes included: the clothes are tacky;quality is too cheap; the logo is awful; the store layout is cluttered; don’t know much about it; not aimed at younger generation and that it seems outdated.

Do you like the clothes shop Peacocks?

If you do shop in Peacocks, do you buy for:

How often do you shop in Peacocks?

Peacocks “But industry watchers warm, that no matter how expert Day is

at Turnaround, he faces a tough job in getting Peacocks back

on its perch.”

“The Peacocks chain is not EWM’s first ventur into tight-fitting

outfits and disposable fashion favoured by under 30s. Last

summer, the knitwear company bought about 60 Jane Norman

stores when the fashion chain fell into administration.”

“Best known as the home of conservatively styles knitwear and

fleeces for middle-aged women, EWM is not the most obvious

new home for the cheap chic of Peacocks.”

“Peacocks 388 stores. Would like even more. Cheap, fast

fashion. Modelled by Daisy Lowe”

In the news

YCN Competition Brief

ThemePeacocks was founded in 1884 by Albert Frank Peacock. The stores are quite different now, as the emphasis is on fashion, meaning the stores popularity has continued to grown. The store is one of the UK’s leading value fashion retailers offering clothing, shoes and accessories for men, women and children.

Peacocks had over 700 stores in the UK, with the majority being in secondary locations. Many featured the new logo, which replaced the old purple and yellow one. There is also a website and an online presence using social media, such as their Facebook page.

The Pearl Lowe range for Peacocks, modelled by Daisy Lowe was a big achievement, as well as the catwalk premium catwalk-inspired womenswear range. Peacocks hopes to pick up new, fashion- inspired customers, strengthening its fashion credentials.

Despite the success of this well known, family friendlyfashion store, they had £750 million pounds worth of debt, which leads us on to the problem...

Company’s Mission“To be the best value for moneyclothing retailer, always deliveringoutstanding customer service.”

YCN Competition Brief

Design DirectionGraphic design that inspire us:Simplistic layoutColourfulStock choicesNegative spaceExciting fontsBold logosFresh approachType & image

Method of Delivery Main deliverables LabelsEditorial promotional features Posters for in store windows, billboards, hand outsCreating a buzz

Social networking promotion e.g. ASOS - constant advertising Instore advertising

YCN Competition Brief

Content We have recognised that we need to create a necessary improvement in the advetisment of Peacocks. With the recent take over of the company we beli eve it is our opportunity to create a buzz to increase brand awareness to the target audience (18-24 year old females) that are interested in low budget/good value clothing.

YCN Competition Brief

ConceptWe believe that our main selling point is through celebrity endorcement and honesty through clear communication. We want to pro-mote the inexpensiveness and make this the unique selling point. However, we would like to add value through the opportunities that celeb-rity endorcement bring.

Theres no peacock ing here ,jus t good fash ion .