The chosen IMC for a university project was to bring Good American to a new territory with their own store in Central London. Over the last seven years the brand have been successful in fulfilling their purpose of an all inclusive brand. They are currently partnered with Selfridges, but lack stock in larger sizes, defeating the purpose of their brand ethos and values. Therefore, I chose to bring Good American to London as a stand alone store, allowing them to fulfil their purpose of being an inclusive clothing brand, increasing both profit and brand awareness.
“Your curves are our cause” - Good American
FAQs
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The chosen audience for this project were teenage girls between the ages of 18-25, who are situated in the upper class of society. This is due to the high price of the items being sold. I felt as though Good American have almost failed to target Gen Z, therefore this project specifically targets consumers who fit this age range through the marketing and promotional strategies created.
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The rationale of the photoshoot was to portray how carefree and confident one can be when wearing Good American clothes. This subconsciously creates a positive link between the consumer and the brand. Sensual connotations played a key role within the shoot. This was achieved through the models being shirtless and posing in a seductive manner, creating an appeal of attraction though imagery and body language. It has been evidenced over decades that the theme of sex sells proves to increase publicity and profit, hence why this practice was used.
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The objective for this campaign was solely to increase profits and awareness for the brand. This would be achieved by launching a physical store in a new territory, this being Central London, one of the most influential fashion marketplaces of the world. With a new overseas store, brand publicity and praise from new and current consumers is a given.
