Uncut gems.
Chanel S/S 1988.
God bless costume jewellery. Ever since the 1920’s, women of all walks of life have been able to enjoy the drip of glitter down earlobes, wrists, fingers, necks and otherwise, regardless of budget (Chow 2017).
We too feel that magpie-like pull towards shiny things, to the quiet dismay of our bank accounts.
Our chosen brand
The glimmering legacy lives on in shopping centre classic Lovisa. With many brick and mortar stores of the 90s and early 2000s lost to the ages, Lovisa has come to the forefront of affordable jewellery for the every(wo)man.
Lost, but never forgotten.
When looking for inspiration for an ad campaign backdrop on campus, we didn’t have to look further than down at our own two hands. Like many of our contemporaries, we have long used Lovisa products to spice up daily outfits.
The lone survivor.
The store offers a wide range of products, from lines aimed at kids, to their more upmarket “black label”, and even stocking a range of fashionable face masks.
A trend that may be here to stay?
Brands like Lovisa bridge the gap between childhood friendship bracelets and luxury jewellery. They are casual - much like the alliterative name “Lizzie”, derived from Elizabeth - a relaxed dupe for a stuffier, more expensive counterpart.
Brand identity
Having absorbed the customers of several defunct stores, Lovisa has a cheap and cheerful chokehold on the Aussie shopping mall. For them, the next step is a building online and international business. (Lovisa Holdings Limited 2020). One part of expanding would be establishing brand personality as the casual, yet chic, alternative that we know and love.
Following Lovisa’s current pricing and branding direction, they target women of teenage to young adult age. Using Aaker’s 1997 Brand Personality model, a campaign communicating this fresh-faced, trendy image would feature the following points as highlighted:
Aaker 1997.
Our proposed campaign
⃟ Uses untouched models, with clothing and a “look” that is accessible and genuine. More and more, what is demanded of the fashion industry is the inclusive representation of real bodies, imperfections and all.
⃟Features youthful settings and actions - living nature and university life. The products are modelled in a relatable way, giving examples of how the pieces look in everyday situations.
⃟Shows current trends of simplicity, fine chains, and pearl. Makes use of contemporary vernacular.
⃟Highlights a warm, glowy, friendly femininity.
We present:
GOLDEN HOURS
Images taken on ANU Campus, 2021.
Where can it be used?
Th GOLDEN HOURS campaign could be slotted into online banner ads or on social media feeds, both for domestic and international markets.
They could also be used at a point-of-sale basis, at burgeoning international flagship stores to entice prospective customers. By establishing a brand identity, shoppers can familiarise and personally align themselves with Lovisa.
AIDA Model
Focusing on improving awareness and affection towards the brand, we operate primarily on the first three elements of the AIDA model:
The images should be aesthetically pleasing to look at, inviting and visually engaging. Especially in online markets - where content has less than a few seconds to grab the attention of an audience, let alone be able to stop them scrolling.
It aims to spark either curiosity or a need for the Lovisa range. The content is designed be congruent with the target market’s existing evaluation of trends.
As long as the campaign can be relatable, it should easily slip right into curated feed, as easily as a clasp is fastened around a neck.
After all…
… but cubic zirconia is a girl’s best friend.
References:
Chow, M 2017, ‘A Look Into The History Of Chanel Costume Jewellery’, Harper’s Bazaar, viewed 26 May 2021, https://harpersbazaar.my/fashion/look-history-chanel-costume-jewellery/
Aaker, JL 1997, ‘Dimensions of Brand Personality’, Journal of Marketing Research, vol. 34, no. 3, pp. 347-356.
Lovisa Holdings Limited 2020, Annual Report 2020, viewed 26 May 2021, https://cdn.shopify.com/s/files/1/0023/1512/4788/files/Lovisa_-_Annual_Report_2020.pdf?v=1600903748