Focussed Research - Kate Spade
On Monday I was able to chat to a copywriter about the brief to help move me forward with it as I was feeling a little lost and confused if I was doing the right thing. One of the issues that was bugging me is to keep the essence of girly that Oasis seem to love but to try and make it more appealing to the grown woman, I want to sex it up without it being tacky, I have struggled to find a retailer who I feel fit the same essence and style of Oasis and what Oasis are trying to achieve. I made some notes during my seminar with the copywriter and she gave me tips on who to look at for research.
Kate Spade is an American company who are uber-girly but they seem to do with such a flair that it does not come across as half-hearted or missing something to engage. It is fun and refreshing and I feel they are a great example of how girly can be fun and sexy and make the customer excited about the products and brand image of Kate Spade.
Again, simplicty seems to be a recurring theme - do not over complicate the copy, make it concise, you do not need to make all messages fit a theme i.e alliteration. This has been hugely beneficial for me to see as it has made me excited about the project again.
I also feel mocking up some of the copy ideas i’ve got so far will help me see how well they communicate and work for the customer and will also help me push the project along for deadline as i’m now behind.