Research into my client:

The Company

New Look has come a long way since our first store in Taunton in 1969. We now have over 1000 stores worldwide, in the UK and Republic of Ireland, Europe, the Middle East, Singapore, Russia and Poland. Last year alone 355 million customers visited New Look either online or in one of our stores.

Our brand is about delivering fashion excitement, newness and value. So we translate the latest trends from the catwalk, celebrities and the streets as fast as we can, providing our customers with fashion that is bang on trend - and great value to boot. We regularly win awards for our clothing and footwear and remain the number 1 retailer by volume for denim and dresses. New Look isn't just for the girls either - we are gaining market share in menswear. Our online business also continues to grow, with customers visiting New Look whenever and wherever it suits them - making us one of the most visited fashion websites in the UK.

We care about how we operate and are committed to ethical trading and animal welfare. We limit our impact on the planet by reducing the waste we send to landfill and using less energy.

The Customers

Many people love New Look and with over 1000 stores providing fashion for women, men, teens and children, it is difficult to describe one single New Look customer. That said, these are our two main groups.

Bags of fashion - our female customer

Most of our women customers are keen shoppers. They love to bag a bargain and get a real thrill from finding that killer fashion item. They want clothes that are bang-on trend but that also fit their style and life.

Look good, feel good - our male customer

Our male customers like to shop and enjoy fashion but perhaps don't need quite as many new clothes as the girls. However, when they do buy, it's very important for them to get it right and to feel confident about their fashion. And of course, as keen New Look shoppers, price is really important - the more fashion they can afford the better.

This is why we spend time listening to our customers all over the world. We talk to them in the stores, in groups and one-on-one. We also have an online community of New Look shoppers who give us feedback 24/7. This means we can keep delivering new ideas, new looks and new reasons to keep coming back.

The Brand
We're all looking for something new and exciting to wear but it can be hard to find what's just right for you - and at the right price.

This is where New Look comes in. Our brand pillars of fashion excitement, value and newness are at the heart of everything we do. We deliver irresistible fashion at brilliant prices which means more fashion excitement for our customers - more of those 'Wow! Look what I've just found' moments.

This means we can take on the competitors - with genuinely surprising prices and with fashion credentials that stand us apart from other value retailers.

Our values

From talking to our customers we have found there are three things that make New Look different.

We are impatient. We love the fashion business so we always keep things new and fresh, giving customers plenty of reasons to keep coming back.

We are confident. We try new things, we take big risks otherwise our business wouldn't have grown so fast with so many best sellers. We're also confident in our customers, we listen to them all the time and trust what they tell us.

New Look is fun. Customers love the excitement and possibility of fashion which is why we are lively, friendly, optimistic with an unfailingly positive attitude to life.

Types of digital signage and ideas

The client i have chose is New Look.

Here are some ideas of various types of indoor and outdoor digital signage that i may use to promote my client.

Outdoor digital signage to advertise to a widespread audience.

Indoor digital signage (brand building) to promote the brand and build a brand identity.

Digital signage displays such as LCD or plasma display screens, LED boards, projection screens.

Outdoor digital signage such as Digital billboards and digital screens at waiting points such as traffic lights, or on the high street, on bus stops, in city spaces etc..

Indoor digital signage using LCD or plasma screens in public places such as shopping centres, airports, tain and bus stations, shops, pubs, cinemas etc..

I searched 'digital signage' on youtube to get a more clear understanding and i found this video very helpful.

When i first thought of digital signage i thought of Times Square in New York.
Times square is bombarded with digital signage.

Beginning to focus more on the project and come up with some ideas that i may use to promote my client New Look, i looked at some examples of digital signage, indoor and outdoor.

Some of these images include digital billboards, cinema screens, LCD screens in shopping centres and stores..

Research into signage

Good signage can lead a business towards success. It should be understandable and should act as an effective communication medium.

Traditional signage

The traditional method of signage includes the printing of the text in the newspapers or other boards. The required text first has to be printed and then distributed among the people.

With traditional signage, the feasibility of updating the information lessens the efficiency. With the print media, you have to pass through the trouble of reprinting the text that proves to be less effective and less time consuming.

In their busy life today, people do not have time to sit specially to look for the advertisement or the specific information, they want something that jumps out at them - something to catch their eye easier. Traditional signage tends not to do this.

So, what would be more favourable than traditional signage?

Digital signage

Digital signage is a form of electronic display that shows information, advertising and other messages. Examples of digital signs include LCD, LED, plasma displays, or projected images. They can be found in public and private environments, such as retail stores and corporate buildings. Advertising using digital signage is a form of out-of-home advertising in which content and messages are displayed on digital signs with a common goal of delivering targeted messages to specific locations at specific times. This is often called "digital out of home".

Benefits of digital signage

-The benefits of digital signage over static signs, in situations where changing signs are preferred over static signs, are that the content can be exchanged more easily, animations can be shown, and the signs can adapt to the context and audience, even interactively.

-Digital signage can offer superior return on investment compared to temporary and/or promotional signs made from other substrates.

-Digital signage disperses content and messages in the most targeted, interactive way.

-It enables a retailer to control and display their messages quickly and effectively.

-Dynamic digital signage can grab a customers attention and influence their purchasing decision at the point of purchase.
-It eliminates the high cost of creating and distributing print ad campaigns.

-It is instant and offers the ability to change promotions immediately for various products or particular customers.

-Retailers can earn money with their digital signage network by selling advertising space to their suppliers.

Digital Retail Communications

Project 5:

Digital Retail Communications

How do you advertise a brand effectively using innovative in‐store communications in retail (interior and outdoor) spaces ?

Outdoor signage is a centuries‐old staple of the advertising and media promotion world. Due to digital technology, it is facing its biggest transition since the 19th century. From video walls to digital billboards to smaller screens that convey dynamic marketing and branding information, digital content distribution and display is changing the face of outdoor signage, and revolutionizing the future of the advertising and public perception. Outdoor advertising companies now schedule multiple clients per day, offer customized packages and sell increasingly more advertising space at one location. Marketers are finding it increasingly difficult to reach key groups of consumers, such as young men and working mothers, through traditional media channels (newspapers, network TV, etc.). Thus, it is no mystery why marketers are embracing out‐of‐home media (both digital and static). It is also easy to understand why retailers and brands are investing in quality point‐of purchase (POP) advertising, colourful in‐store signage and other in‐store media (collectively, these in‐store media are often referred to as “Shopper Marketing”) that is influencing purchasing decisions at the point of sale far more today than was the case during the “Golden Age” of network television in the 1960s and 1970s.

1. RESEARCH:

Research: read and record information about traditional and digital indoor and outdoor signage and in‐store communications using Graphics, advertising, media and PR promotion books and magazines for quality images and ideas for this project.

2 . Select a client (1):

B&Q

Comet

New Look

PROJECT OBJECTIVES:

For your Client . Using a range of different products from within the selected brand visualise how the brand will benefit from shifting from advertising using ‘traditional’ media to digital signage/innovative multi – media.

Produce an innovative In‐store communications concept.

2 x A3 boards:

Board 1 will demonstrate a story board (research/ visuals & annotation) visualising location, installation and ways in which the public will view or interact with retail signage communications. (Use indesign for board layout and Photoshop for image editing)

Board 2 will present the final concept(s)

Present the final concept in 3 different locations.: eg. in stores, on high street, in city spaces, on vehicles, cimemas, on mobile devices etc..

High quality presentation is essential. Use only high quality images: photography, scanned images, stock images, your own graphics…

2. PROJECT SUMMARY REPORT:

Reflective documentary/report in your blog: Write a reflective evaluation of your approach describing experiences, creative processes, and methods used during the project. Use supporting information taken from advertising/graphics books or magazine(s) and the web to contextualise communications and ensure you correctly reference these sources.

Triumph Campaign

This is our Triumph campaign.

We edited the images on photoshop to adjust skin levels and make them seem more professional looking. We have layed them out how they would be shown in a magazine as double page spreads.

I am reasonably happy with our campaign. I think we worked well as a team, although there were some disagreements with ideas and attendance, we managed to get the job done quite well i think.

If we had more time, we would have spent more time on photoshop editing the images in order to obtain the same colour levels for all of the images.
Also, if we had more time i think we would have selected models that were a bit more suited to the campaign and love magazine.

However, i am pleased with our outcome, especially considering the short amount of time we had to prepare and produce our project.

Chosen images for campaign

Contact sheets