Before we could even begin to raise awareness of the brand we had to establish what that brand actually was. We established a brand identity that we felt was a good image for peacocks and addressed issues that were underlying. The post on Brand Identity can be found here.
When considering how exactly we were going to go about the brief we considered a few unusual approaches, such as a pop up campaign that would interact with customers. After the chat with the store manager at my work we felt like we had a better understanding of how to approach the brief and ultimately we realised that Peacocks needed to embrace what it was good at and that is the family customer.
We wanted to look at raising the profile of Peacocks through running a series of campaign images and a good PR Campaign but we felt that we could not raise awareness and the fashion credentials of Peacocks as it is. We felt we also had to address the floor layout and visual merchandising, as we could not raise the awareness and fashion credentials of Peacocks through the media while the shop still looked as it did.
Raising the Presence of Peacocks
We Thought that an advertising campaign would work best accompanied by a good PR campaign would be best. Only having one would be beneficial but only to an extent, but both working together would maximize the publicity.
We decided to create a print campaign to be placed throughout the appropriate fashion magazines. Television Advertising spots would be very costly so maybe not the best option for the brand as they are just now
We liked the pearl lowe images and decided to use this as inspiration and create a family themed campaign using one family.
We would create a campaign with images of this family, both individually and altogether, showing the family aspect of peacocks but that they also cater for everyone as an individual. We want them to be relaxed friendly and approachable but still stylish and fashionable. We took inspiration from both the Pearl Lowe and a designer called Kate Spade.We posted the mock ups of the campaign spreads here. These images would be placed near and in the same magazines as established brands with good images and so Peacocks would gain increased awareness and fashion credentials.
For PR Campaign, some elements were already in place but they needed to be pushed further into the limelight. We found that there are already tools that are successfully used and receive great praise from a range of other brands and both national and consumer media. PRshots is a website that provides journalists with instant access to high res images for print, the relevant information to those images and press releases to make it easy for them to include them in articles. We thought that a good first step in increasing the brand’s presence would be making Peacock’s images and press releases more readily available for use. We have a post about PR Shots here
PR shots would hopefully increase the use of the images and not only would we have the campaign, but we would want to increase the products placement. To accompany the “Fashion made easy” element of the brand identity we would want the stock to be placed in styled editorials, Get the look, and current trend articles and perhaps even its own style by Peacocks articles to show how people can easily achieve the most in fashion looks with Peacocks. There are of course a variety of magazine Peacocks can place both campaign and products.
The examples here fit the target audiences, its not too high fashion and they for more to the peacocks image.
Peacocks also needs to be more involved in TV spots and clothes shows, with more products being talked about by tv stylists.
TV shows such as these are watched by a variety of people, all of whom are interested in easy fashion on a budget. They are also on at good times for our targets.
With Peacocks being more prominently featured in articles and photoshoots people will become more aware of the stock and its possibilities in creating on trend looks. It would be informative for the followers of trends on how to create looks, and enlightening to the fashion forward who would become more aware of stock and so take the brand into consideration as its fashion credentials are
While we would be increasing the publicity of Peacocks we would also want to use what is already existing. Peacocks don’t seem to make the most of many positive elements from company policies to good reviews, Peacocks have not taken advantage of a bit of good publicity though that could have really improved their fashion credentials. The Pearl Lowe collection was featured on Vogue.com along side an interview. Having “As seen on Vogue.com” would have been a big improvement. They also should have had a “Look Who’s Wearing Peacocks” section on the website or in-store as Some dresses have been sought after by a variety of celebrities. One £35 dress was in demand by several celebrities from Holly Wiloughby to Courtney Love.
Peacocks also need to use Pearl Lowe’s exclusive designs to their advantage as well. More interviews in magazines, online and tv with style spots as well with Pearl Lowe herself showing how to create looks for whatever season using her collection
These interviews that appear in print should go further than within the Peacocks brand but they could always appear as well in an instore magazine. We think Peacocks would benefit from its own magazine that would fit with the fashion made easy side of the brand and also promote the positive aspects of the brand into the public eye. There should be a “we love” and a “shop the look”, showing the best of the best available at peacocks and showing people with great style and how you can get a similar look at peacocks. Articles about fashion trends, beauty, news in store, up and coming events and promoting any good publicity, from reviews on Vogue.com to charity or improving ethical trade it would be a good little insert to inform people. It still however would major in fashion, beauty and showng people the potential of peacocks clothes. There could also be a look book section showing the clothes styled. The magazine would cover all ranges instore and be suitable for both men and women.
They have a blog which we thought was a strong thing to have but it isnt done well. it needs completely revamped, to be written better and far more visually exciting. There is nothing that catches you attention. They have good basics, links with their twitter and facebook and competitions aswell as having different people blogging for them. They have a member of staff who blogs about her pregnancy and how she is dressing, which is good but the posts have to be far more fashion based than what they are now. It would almost be similar to that of the in store magazine. We would also have an “ask a stylists” section maintained by people from the magazine personal shopper you can send any fashion queries to There could be themed posts which link with campaigns in store, like festival season, holidays, frequent flyer etc The blog should be more of a style/lifestyle guide, not pushy selling although hopefully the blog will subtly lead to more sales.
Improving the blog, keeping up doing what they are with twitter and facebook and improvements to the website like removing the clutter and keeping the photographs of the stocks consistent would improve the online presence.
It seems fairly out of the blue in our approach to the brief to suddenly look at the floor plan and visual merchandising of the store but really it is also vital. We could not present a fashionable store in the media and when the customers arrive it does not fit what it presents
We realised early on as well that the store was also disorganised and inconsistent so decided to create zones, having seperate areas for ladies mens and kids and increasing flow. We wanted it to be like the whole family would go together but also could go to their own section. We put ladies next to the door as its the biggest selling section and will draw in the customers. Mens were next to the door as well, and also next to the fitting room and till point since this makes their shopping experience quick and easy
we put main trends as their own section and to be the first point of view for customers so they are drawn in, and then would be lead through the rest of the department. Basics was set as one department year round and not one of the main focus points, people who shop for basics know what they want usually so dont need as much attention focused on this area.
Novelty section is placed in the centre of the store. We decided to keep this section as it gives the store a little bit of personality and is for all of the family, tieing in our family idea again. Placed next the till and to kidswear will hopefully mean more sales
Different trends and prioritys can be placed in the other sections of the departments, these would alternate throughout the year, in winter more outerwear, in summer shorts and t shirts for example. The post about floor layouts can be found here and here
When we asked in our surveys for peoples opinion of peacocks a lot of people thought that they were similar to brands like primark who regularly faces allegations of slave labour. Many people say they would not shop in Primark due to the origins of the clothes. Peacocks however have claimed to be much more ethical, although its not publicised unless you go looking on the website. So we decided to create posters to be hung in fitting rooms and and beside cash desks. Also things to go over hangers as they have a relationship with a company Braitrim to re-use/recycle hangers and do lots of little things to help the environment so these things need to publicised.
Visuals in store
We also want to create more of a display in store, and thought tying in the campaign images would bring everything together, creating a red string effect. Customers would see the images in magazines, then see them in the windows and hopefully this would draw them in and then draw them to the main collection at that time. Merchandising would also become a top priority throughout the stores. Guidelines would be released from head office on how the trends should be displayed to maximise the look of the clothes and making shopping easier. Clothes and colours that go together to create outfits would be merchandised together and tying back into the blog and magazines, looks that would be featured online would also be merchandised on rails in-store. The store should be all about making things easy for families to find, they days of routing around trying to find something suitable are over. Mannequins and displays would also be a big priority and would be changed regularly to keep updating people on the potential of the clothes. These guidelines would be put in place and maintained by the staff of the shops and tighter regulations would be in place to ensure the floor remains tidy.
We have addressed the inconsistencies within the Peacocks Brand Image and looked at the presence of the company throughout a variety of media and covered a lot of ground in doing so. We had to keep in mind AIDA – attention interest desire action. So by promoting the brand image, creating a campaign and increasing presence across media we gain attention. With the positive image promoted through use of good reviews and promoting peacocks involvement through ethical trade and showing the potential of Peacocks clothing we gain interest. Increased presence means more familiarity with the stock creates desire and there will always be links to website, blogs, facebook, magazines and to the store to generate action.