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Khuluma jeans
- 1. KHULUMA JEANS Beckie Atkinson Courtney Howarth Beth Lambert
- 2. The Brief New brand of British jeans using organic materials and eco- friendly for men and women that retail at between £40 and £65
- 3. Message ■ Buy the jeans ■ Inform people about the damaging processes of making high-street jeans ■ Encourage people to be eco-conscious
- 4. Desired Outcome ■ Higher sales and profits ■ Create brand awareness
- 5. Audience ■ 16-25 year olds ■ Men and women ■ With some disposable income ■ Care about the environment
- 6. Social Media ■ Instagram■ Twitter■ Facebook
- 7. Our Ad
- 8. Website
- 9. Budget This is a monthly budget for Khuluma Jeans showcasing all expenses that will be carried out during a working month.These include expenses such as rent, wages and production costs. This budget is crucial in the development of Khuluma Jeans as this budget details what profits the business makes each month therefore this informs staff how the business is progressing.
- 10. Tone ■ Fun ■ Informative ■ Educational ■ Positive ■ Unique ■ Creative ■ Funky ■ Fresh
- 11. QUESTIONS
Notes de l'éditeur
- Khuluma is the goddess of the cotton plant in the tribal gods of India worshipped by the Tripuris and other major tribes of the state.
- Our message was split into three parts. The first one is obvious, we wanted people to buy the jeans. We know that there is a lot of competition out there, almost every high-street clothes shop sells jeans, so we had to make our jeans stand out. From the brief we were already able to pull out our unique selling point: organic materials and eco-friendly dyes. This helps us to differentiate ourselves from other brands and stand out. Obviously, as a new brand we wouldn’t have any brand awareness or loyalty with consumers and so although we have our USP, it only works if people know about it – which brings us onto the second aspect of our message. We wanted to inform people about the damaging processes of making high-street jeans. This was an important part of our message, not just to communicate our USP to people but to build a brand which could be recognised for being ethical and eco-conscious. This links with the third part of our message, which was to encourage people to be eco-conscious too. This was, again, to build a relationship between the brand and the consumer based on a mutual interest and passion – the environment. These three aspects of our message is what guided us to make the decisions we have made when constructing both our social media campaign, and our video advert.
- As a result of our message’s focus we were able to clearly outline our desired outcomes. The first one was to achieve higher sales and profits – as a new brand it would be important to generate enough income to continue to trade, but also to continue to spread awareness of our brand and the causes we support. Our second desired outcome would therefore be to create brand awareness, we wanted Khuluma Jeans to become established enough that a high number of our target audience (16-25 year old men and women) would be able to identify our brand, and also highlight our focus on being an eco-conscious company, with organic materials and eco-friendly dyes.
- The brief outlined that the target audience for our brand would be 16-25 year old men and women. We then expanded on this idea and thought about this audience. We knew that our products would retail at between £45 and £65 – higher than most high street shops (somewhere between £7 and £45) - so our customers would need to be people with some disposable income. This was achievable as this age group is likely to contain a large number of people who have no dependents, but will still likely have a source of income of their own. We also wanted to focus on an audience which had a pre-existing care for the environment – we didn’t want to refine the audience too far and become too niche so we still kept it fairly balanced but we recognised it would likely be easier to appeal and sell to an audience who already have knowledge of the issue and an interest in being eco-friendly.
- Courtney:
- Beckie and Beth: We wanted our video to focus around the facts of manufacturing denim. We wanted to highlight the huge impact the manufacturing process can have on the Earth and how our brand, Khuluma Jeans, was organic and operated in an eco-friendly way. We split our video into two parts which could be combined for our longer advert but we had the ability to separate and publish on our chosen social media channels. The first part consisted of our factoids – this was the most educational part of our video relying solely on facts we had researched. We worked on the imagery for these facts to keep the video interesting but still informative. The second part of our video follows the life cycle of a pair of Khuluma Jeans, starting with manufacturing – and showcasing our better practices – moving on to distribution and then finally, arriving with a happy customer.
- A really important part of our campaign was creating a website for our brand. This was important task as it allowed us to create a destination for consumers and interested parties. We made the site as accessible as possible – keeping it clean, simple and easy to navigate. We also listed all our contact information on the sites homepage and also set up several points of contact on the site. We made sure to link all our social media up to our site so that visitors could click through easily to see the content across all our platforms. It also gives visitors a chance to connect with us if they can follow us on social media – they can keep up with everything to do with the brand without having to search for us repeatedly or always visit the website. Other important aspects of the website were the blog which featured customer reviews of Khuluma Jeans, an online shop and an About page which not only told visitors about our brand, but also shared with them some of the charities Khuluma Jeans works with to further push for improvements in manufacturing denim. This included information on a partnership with the Fairtrade Foundation which outlined some of the issues relating to the creation of jeans – particularly that of growing cotton. Partnering up with a recognisable campaign like Fairtrade helps to legitimise Khuluma Jeans’ position as an environmentally conscious company. It also creates trust between the consumer and the brand – much like the consumer reviews would do.
- Beckie: This is a monthly budget for Khuluma Jeans showcasing all expenses that will be carried out during a working month. These include expenses such as rent, wages and production costs. This budget is crucial in the development of Khuluma Jeans as this budget details what profits the business makes each month therefore this informs staff how the business is progressing. Budgets represent a detailed analysis of how a company expects to spend money in future time periods. Many companies create budgets on an annual basis so they can carefully outline the expected needs of each department in the business. Whereas I have completed a monthly budget for Khuluma Jeans because we’re a brand new company and so it was less important for us to have a annual budget. Although larger companies may have employed accountants or other professionals to create the business budget, small business owners are usually responsible to complete this function themselves, which is why I have completed the budget for Khuluma Jeans.
- We focused on creating a fact-based campaign. We put a lot of emphasis on being an informative, almost educational, brand. This worked to help us stay connected to our message to inform and encourage people to be eco-conscious. Although our focus was on being informative, we didn’t want to be the sort of brand which preaches to it’s audience, or run the risk of coming across as patronising to customers. This meant we had to keep the tone of our campaign fun and positive.
- Where people ask questions… obviously.