The Swing Tag ...

So i've been working on the swing tag, and have been looking at lots of different options to decide on what I need to put on there.
First of all I created my swing tag using adobe photoshop and Illustrator ... and originally was going to keep it very simple with the colours which we are using for our final product, brown and creme. But once i had designed the swing tag and put all the information on there that i wanted to use I thought it looked really quite boring and I wanted to liven it up and make it look more glamorous .... So I found an existing image from their new advertising range and added that on top of my original swing tag to make it look a bit more interesting.

This is the image I have chosen to add to my Swing tag, and to make it work better i have changed the opacity so it's not so harsh.

This is the final image of my completed Swing Tag. As you can see I still stuck to the original colour scheme of creme's and brown's, but the inclusion of the picture really gives it that alternative edge.

Point of Sale

I have decided to do the Point of Sale as a promotional postcard, to be placed on counter surfaces and next to the check outs at the supplying stores. I created this postcard on Illustrator by first finding a suitable image of a Louis Vuitton advert, then applying the Louis Vuitton and Sony Logos, with the "Infusion" name and the tag line of our product.

Hayley Littlemore

Point of Sale

We have started to look at our point of sale, here are some examples from Google to get us thinking:

Hayley Littlemore

Trend Board

I have put the trend board together by first editing each image on Photoshop, and then adding them onto the trend board on Illustrator. I created a colour palette by creating small rectangles and using the eyedropper tool.
I have included the inspirational Neverfull bag, a selection of fashion magazines and a Sony laptop - as these are the main items our handbag has been designed to hold. I found a Sony Vaio laptop in the same colour palette as our bag.

Hayley Littlemore

Colour Article ...

This is an article I found on the colour palette for our products ..


http://www.benjaminmoore.com/bmpsweb/portals/bmps.portal?_nfpb=true&_br=1&_pageLabel=fh_home&np=public_site/articles/envision_color_2011/env_2011_color_year_vintage_wine



I thought the look and the colours in the picture are suitable for the sort of colours we are going to use for our product ...

a bit about the advertising of Louis Vuitton ...

Advertising campaigns

The Louis Vuitton company carefully cultivates a celebrity following and has used famous models and actresses such as Jennifer Lopez and most recently Madonna in its marketing campaigns. Breaking from their usual traditions of employing supermodels and celebrities to advertise their products, on August 2, 2007, the company announced that the former USSR leader Mikhail Gorbachev would appear in an ad campaign along withSteffi Graf, Andre Agassi, and Catherine Deneuve. Many rappers, most notably Kanye West, have mentioned the company in certain songs.

The company commonly uses print ads in magazines and billboards in cosmopolitancities. It previously relied on selected press for its advertising campaigns (frequently involving prestigious stars like Steffi Graf, Andre Agassi, Gisele Bündchen and Catherine Deneuve) shot by Annie Leibovitz. However, Antoine Arnault, director of the communication department, has recently decided to enter the world of television and cinema: The commercial (90 seconds) is exploring the theme "Where will life take you?" and is translated into 13 different languages. This is the first Vuitton commercial ad ever and was directed by renowned French director Bruno Aveillan.

Sony products

I have researched Sony Laptop cases and carry bags, to help us design our own handbag:

Sony

I have been on the Sony website, to have a look at laptop specifications:

This particular laptop is ideal for our target customer, it is designed to provide top performance and contains software for a professional user...

Hayley Littlemore

Brand Strategy of Louis Vuitton

http://www.iasdr2009.org/ap/Papers/Orally%20Presented%20Papers/Design%20Management/Luxury%20Brand%20Strategy%20of%20Louis%20Vuitton.pdf

Branding Mood Board for Louis Vuitton and Sony

Examples of brand mood boards...

Promotion Methods & Strategy for Louis Vuitton

Hiiii,

Right so we need to decide on 3 methods of promotion for our product. The first is a swing tag, the second a point of sale and for the third one we could possibly look into maybe designing a carrier bag or a dust bag? The initial idea of doing an advertisement for a magazine would be tricky seen as we don't have the actual product to photograph....What do you's think? The only thing about designing carrier bag is - is it actually a form of promotion?

Also, we need to take into consideration our promotional strategy:

• What is the goal of our promotion?
• What type of promotion should be used for our luxury brand?
• What effect should the promotion have on the customer?
• Which promotion is working and which isn't working?
• What are the costs of the promotion compared to the benefits?

There are five types of objectives for a promotional strategy and they are:

• To provide information
• To increase demand
• To differentiate the product
• To accentuate the value of the product
• To stabilise sales

Just thinking....we need to name our product as all the Louis Vuitton bags have their own names. Suggestions?

The Neverfull bag

We are using the Neverfull bag as inspiration for our piece of luggage. Here is some information about the bag on the Louis Vuitton website:


It comes in 3 sizes: 

Neverfull PM
This elegant bag in Monogram canvas is perfect for everyday sophistication. Its large opening makes carrying and accessing contents fast and easy. An indispensible accessory for every occasion. 


Size (LxHxD): 11.4" x 8.6" x 5.1"


-Large interior zipped pocket which can fit a long wallet
-A D-ring to attach a small zipped clutch
-Side laces to change the shape of the bag
-Large opening for easy access to contents
-Natural cowhide leather trimmings


Neverfull MM

Thanks to its clever side laces, this stylish bag can adapt to the mood of various occasions. When the laces are loose, it becomes a multipurpose tote bag, when tightened it becomes a chic city bag. 


Size (LxHxD): 12.6" x 11.4" x 6.7"


-Large interior zipped pocket which can fit a long wallet
-A D-ring to attach a small zipped clutch for valuables
-Large opening for easy access to contents
-Natural cowhide leather trimmings


PRODUCT ID: M40156


Neverfull GM

A large flexible bag in Monogram canvas suitable for business, travel or everyday use. The interior is beautifully laid out, so finding your belongings is quick and easy. 


Size (LxHxD): 15.7" x 13" x 7.9"


-Large interior zipped pocket which can fit a long wallet
-A D-ring to attach a small zipped clutch for valuables
-Side laces to change the shape of the bag
-Large capacity
-Natural cowhide leather trimmings


PRODUCT ID: M40157



If you click on the Materials and Care link, the following information is provided:

Click Craftsmanship to view a video of how Louis Vuitton create their products:

Hayley Littlemore

Advert ...

Above is a Louis Vuitton advert which I found in a recent copy of Vogue. Just thought it might be worth a look!

Below is a link to WGSN in the Marketing section for Spring Summer 2011 seasonal ad campaigns. These could be helpful when thinking about the marketing for our products ....

http://www.wgsn.com/content/report/Marketing/Campaigns/Seasonal/Spring_Summer_2011/s_s_11_seasonal_adcampaignsanalysis.html

Both of the images below are the logo's for Louis Vuitton and Sony. When thinking about creating our product we need to decide whether to create our own brand logo or whether to just keep it as it is ...

Above is a screen grab of the inside of a current Louis Vuitton handbag which we liked, so were thinking of using this as inspiration for the lining of our bag ...

Colour Trends ...

Okay, so we were saying the other day that we like the idea of using the classic colours of Louis Vuitton for the outside of the bag (without the motif) but then incorporating a different colour into the lining of the bag, or for the skin for the laptop.
I have done some research from WGSN into colour trends for Spring/Summer 2012, so that we can get an idea of what is coming into trend, and whether we want to incorporate these ideas into our product.

Colour Analysis

The colour barometer tracks the evolution and development of specific colour. The colour matrix is available as an Illustrator download tool and is user-interactive so you can build and customise your own palettes. It displays the seasonal palette in colour families from left to right, and tonal levels from top to bottom. The levels analysis explains the seasonal colour depth and tone.

Colour Inspiration

Seasonal message

In a season with no one direction or leading trend, the driving influence for colour is that of enhanced processes, which explore what we see when images pass through the camera, the computer, the printer, the internet or physically applied art, and overlays in a cycle of shift and distortion.

Applied lacquers add refinement to darks. Caked-on pigment and laser-light brights are used selectively on backdrops of desert and darkness. Mid-tones are derived through processes of time, with natural growth or synthesised ageing. Nostalgic filters alter and soften cool pastels, while veiled and impure neutrals offer a raw, minimal narrative.

Colour barometer

Pale neutrals take on a primitive and raw quality, a clear move on from the stark and unprocessed white of autumn/winter. Yellowed tones of ecru, vanilla and buttermilk are key.

Warm tones of peach, saffron and orange emerge, and brown appears as a single essential dark.

Pinks sit in both the red and purple areas; there is a brownish cast to pale pinks with tea-stained dusky hues. Life-affirming warm reds have an orange cast for coral, intense fiery shades, deeper baked reds and intense cochineal.

Layering of yellow is a key message, used tonally from retro vanilla and buttermilk through to fresh primrose and yellow-green citrus tones.

Green remains a key colour group with two distinct messages. Yellow/green cast with gleaming olive shades, and blue/green cast with the teals being replaced by softer aqua and pine.

Blue continues to provide one of the most changeable areas. Cool and clear blues move on from last summer’s turquoise, with lilac-cast blue. Indigo emerges as an important dark.

Purple and pink merge, with pink-hued purples and cool, blue-cast pinks.

LOUIS VUITTON F/W 11-12

I thought it would be useful to have a look at the most current Louis Vuitton bags seen on the fall/winter 11-12 runway to to get an idea of textures, colours and bag shapes.