Unit 9 / Creative Product Promotion
The Creative Brief
Background statement
The Gentleman’s Closet, a local independent clothes shop, has been open in Colchester, Crouch
Street for 80 years.
The shop has offered traditional formal men’s work wear (suits, shoes, shirts, ties etc) and has had
an excellent reputation.
Its customer base has been mainly middle-aged professional people. The shop has always closed at
5:30pm, except for early closing on a Wednesday. Ownership has now passed to their
son/daughter.
The new owner has completely refurbished the shop and wants to encourage a younger, more
fashionable clientele who buy clothes more often. The new shop The Gentleman’s Closet will open
on 24th June.
Consumers’ attitude
Previous consumers have been very loyal to The Gentleman’s Closet – many buying all their clothes
there.
There was quite a lot of anger at the refurbishment of the shop as the traditional interior has been
replaced – it was seen as a unique record of shopping in post-war Britain.
The new target consumers are possibly not aware of the shop at all.
Target audience
The new owner wants to attract younger customers – this could be male.
They are keen to attract customers with an interest in fashion who buy clothes often.
The objective of the campaign
The objective of the campaign is to attract hundreds of customers on opening day and then an
average of 50 of customers each day.
Key proposition
The re-opened shop will be an asset to Colchester and will provide the latest fashion trends to men
of all ages.
Product characteristics
The basics of the range would include work-wear, tops, jeans, accessories and footwear. The
interior of the shop would be modern and quirky. This would include having wooden pillars, leather
seats, artwork and a vending machine. Pricing strategies would include products being priced at
£10.99 and offering discounts.
Associated and secondary benefits
The owner is hoping to build a ‘community of customers’ where people know each other and feel
comfortable. To do this they will offer monthly newsletters and a membership scheme in the form
of a reward card.
Action/reply elements
The Gentleman’s Closet want the customers to buy at least once weekly with an average spend of
£30. After they have seen a success in their promotional campaign, the organisation should offer
loyalty cards.
Why should the consumer use or try the brand?
Provides the latest trends with an affordable price tag
The Gentleman’s Closet pride themselves in excellent customer service
Budget
You have £10,000 to spend
The Creative Brief
Background statement
The Gentleman’s Closet, a local independent clothes shop, has been open in Colchester, Crouch
Street for 80 years.
The shop has offered traditional formal men’s work wear (suits, shoes, shirts, ties etc) and has had
an excellent reputation.
Its customer base has been mainly middle-aged professional people. The shop has always closed at
5:30pm, except for early closing on a Wednesday. Ownership has now passed to their
son/daughter.
The new owner has completely refurbished the shop and wants to encourage a younger, more
fashionable clientele who buy clothes more often. The new shop The Gentleman’s Closet will open
on 24th June.
Consumers’ attitude
Previous consumers have been very loyal to The Gentleman’s Closet – many buying all their clothes
there.
There was quite a lot of anger at the refurbishment of the shop as the traditional interior has been
replaced – it was seen as a unique record of shopping in post-war Britain.
The new target consumers are possibly not aware of the shop at all.
Target audience
The new owner wants to attract younger customers – this could be male.
They are keen to attract customers with an interest in fashion who buy clothes often.
The objective of the campaign
The objective of the campaign is to attract hundreds of customers on opening day and then an
average of 50 of customers each day.
Key proposition
The re-opened shop will be an asset to Colchester and will provide the latest fashion trends to men
of all ages.
Product characteristics
The basics of the range would include work-wear, tops, jeans, accessories and footwear. The
interior of the shop would be modern and quirky. This would include having wooden pillars, leather
seats, artwork and a vending machine. Pricing strategies would include products being priced at
£10.99 and offering discounts.
Associated and secondary benefits
The owner is hoping to build a ‘community of customers’ where people know each other and feel
comfortable. To do this they will offer monthly newsletters and a membership scheme in the form
of a reward card.
Action/reply elements
The Gentleman’s Closet want the customers to buy at least once weekly with an average spend of
£30. After they have seen a success in their promotional campaign, the organisation should offer
loyalty cards.
Why should the consumer use or try the brand?
Provides the latest trends with an affordable price tag
The Gentleman’s Closet pride themselves in excellent customer service
Budget
You have £10,000 to spend
