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COMMUNICATION OBJECTIVE

Brees goal is to be the first-choice brand of the metropolitan woman seeking a fashionable and functional handbag. Our illuminated handbag is the bag that women cant live without. With its functionality and practicality, this bag will help keep women in style and ahead of the game. We want to become an iconic brand for the younger generation of professional businesswomen.

CREATIVE BRIEF
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C om m unicationO bjective

Brees goal is to be the first-choice brand of the metropolitan woman seeking a fashionable and functional handbag. Our illum inated handbag is the bag that women cant live without. With its functionality and practicality, this bag will help keep women in style and ahead of the game. We want to become an iconic brand for the younger generation of professional businesswomen.

C om petitors/ Industry T rends

Brees competitors include brands such as Coach, Michael Kors, T ory Burch and L ouis Vuitton. Coach is seeing the least amount of sales because consumers sense their lack of brand personality. Michael Kors is known for appealing to the jet-setter type of woman, while T ory Burchs brand revolves around her life as a fashionable single mom. Most highend fashion bags lack a sense of functionality and base their desirability off their name recognition and status alone. They also tend to make several styles of handbags to increase sales so that their bags can serve multiple purposes instead of making one practical bag.

T arget A udience
This campaign will be aimed at the young, professional woman between 20-35 years old. She is fashionable, has a lot of responsibilities, and seeks functionality. As a newcomer to the workforce and fashion world and also an emerging consumer, this would be the ideal target audience for Brees illum inated handbag.

K ey Insights
Studies show that women aged 25-55 are 24%less likely to alter their brand loyalty from their current purses versus young women aged 16-34 who are 73%more likely to experiment with different brands. Our targeting of the younger age range gives our target the opportunity to become the new trendsetters.

P ointsof differentiation
In comparison to other brands, Bree has always aimed for three characteristics that set us apart from the crowd: innovation, quality and sustainability. Bree Illum inated Handbags are the first and only high-fashion handbags to feature interior illum ination via the lining of the purse. Bree continuously paves the way for innovation while providing quality. This fact combined that Bree handbags are manufactured with all natural materials made to establish the bag as a sought after accessory. Bree has won numerous design awards for innovation, and in 2013, Bree will continue to light the trail with its illum ination technology.

M ainIdea
Every young woman, no matter her career or lifestyle, needs a handbag that will help make her everyday life seem flawless. The Bree Illum inated Handbag perfectly meshes functionality with fashion, giving our customers a classy appearance with a modern experience.

S upportingF acts
Bree is made with all natural materials. From natural leather to firm grained cowhide to lamb nappa, Bree only uses the best materials. The label has earned awards for their functional and fashionable designs. Since they first released the P unch handbag in 1996, Bree has been considered to be an innovator. Bree has won over 100 design awards and has been nom inated for induction to the fashion design Hall of F ame.

M andatories
New logo that incorporates light/illum ination, slogan that incorporates fashion and function, website.

TARGET AUDIENCE
This campaign will be aimed at the young, professional woman between 20-35 years old. She is fashionable, has a lot of responsibilities, and seeks functionality. As a newcomer to the workforce and fashion world and also an emerging consumer, this would be the ideal target audience for Brees illuminated handbag.

KEY INSIGHTS
Studies show that women aged 35-55 are 24% less likely to alter their brand loyalty from their current purses versus young women aged 16-34 who are 73% more likely to experiment with different brands. Our targeting of the younger age range gives our target the opportunity to become the new trendsetters.

MAIN IDEA
Every young woman, no matter her career or lifestyle, needs a bag that will help make her everyday life seem flawless. The Bree Illuminated Handbag perfectly meshes functionality with fashion giving our customers a classy appearance with a modern experience.

LOGO

BREE HOSTS FREE FIRST FRIDAY BASH DOWNTOWN AT NO. 8


NEW YORK CITY (October 5, 2013) - To kick off its innovative line of illuminated handbags, luxury handbag retailer Bree will host a free First Friday event on Dec. 1 at the Chelsea Arts Districts renowned No. 8 night club. The event will illuminate the Chelsea Arts District with celebrity appearances, a fashion show, open bar, hors doeuvres, gifts and giveaways, and a one night only sale on all of Brees products. No. 8 is located at 357 W. 16th St. Doors for the event will open at 8 PM.

SOCIAL MEDIA

TV SPOT

Illuminate your world with

BREE