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Industry analysis
In 000, the fragrance market grew up by 5%. This was mainly driven by the heaviest user young woman. New launched brands are more attractive to this group of consumer, especially limited edition and elegant design of the bottle. This group of users likes to have a different range of fragrances that suit in different occasions. The innovative new uses of fragrance for special occasion are essential in the market nowadays. There is a significant growth of older consumer in the market. This group of consumers tends to be more brand- loyalty. They usually purchase designer fragrances that they used frequently rather than new launched brands.
Price competition and product differentiation are the key elements in the market. As changes of distribution, producer and marketer attempt to create new image of fragrances to achieve sufficient sales in the market. Despite the abolition of duty-free within the EU, consumer can still buy fragrances outside EU. This is still an important in distribution. As the rapid increase use of internet shopping, the bargains increase the level of price transparency. Fragrances become an affordable product that is no longer a luxury good for wealthy people. Therefore, price competition has risen to attract more buyers and producers differentiate their products to create the new and individual image of fragrances leading to more market opportunity.
Company Background
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Calvin Klein, Inc. is one of the leading fashion and design companies in the world and a globally recognized brand name.
Calvin Klein is known for its simple (but not cheap), from streetwise to sophisticated, clothes, fragrances, and accessories. He is credited as a major contributing factor towards the designer jeans boom of the 170s and he now sits on the Council of Fashion Designers of America.
The company makes its flagship ready-to-wear collection of womens clothing, but gets most of its revenue from licensing its name to makers of jeans, underwear, and fragrances. Altogether, Calvin Klein-licensed products rake in more than $5 billion a year in retail sales. The company also licenses more than 40 retail stores worldwide
While Calvin is very famous for his designs, he is always famous for his advertising. In 180 he gained much fame with his controversial advertisement campaign featuring Brooke Shields (then 15) as a model. During the 180s Calvin Klein also revolutionized Americas thoughts on mens underwear when he launched his first campaign to promote the Calvin Klein underwear for men range by using the 'gay?image.
As the Elle website explains, the designers marketing genius was causing just as great a stir in the advertising world. Kleins controversial ad campaigns outraged Americas moral majority. No matter how you slice it, Calvin Klein has had a serious effect on the fashion world, and the public in general (Veronica F.,).
Brand
He was listed by Time as one of Americas most influential people. CK has managed to diversify his brand name with the successful launches of designer perfumes such as Obsession, Eternity, Contradiction and Escape. In 1 he founded the first unisex fragrance, the famous CK One fragrance and CK Be, CK fragrances embody the essence of modern men and women which is their passions, their spirit and their style.
The TRUTH CALVIN KLEIN is a complete line of fragrance luxuries, a collection of products with multiple scent options that allow for customization and innovation products that go beyond personal fragrance. The Truth Calvin Klein signature fragrance was inspired by the lush freshness of nature and the warm sensuality of skin, creating a unique sensory experience and a new fragrance category lush, sensual woody.
To adv bit CKs advertisements are not presented with a lot of shapes, color, or chaos, but are fairly simple and almost always appear soft and suggest sex. The identity for Calvin Klein productions can be defined as simple, relaxing, comfortable, and sensational, which is evident in his advertisements.
Our adv analy The advertisement attempts to produce a message of the new sensuality of fragrance - one that is straightforward, real and true.
Target Audience
Women today are more self-assured - not hesitating to express themselves or their own sense of style.
The consumer base is pretty wide in fragrance market. As children become conscious of their appearance at an ever-younger age, men are more aware of appearances (largely due to men's lifestyle magazines) and older women are retaining a pride in their appearance for longer. However, there is no denying that teenagers and young adults are the heaviest users of cosmetics and fragrances, and the declining numbers of people in this age range will not benefit the industry (Jacob van Eldik 000).
Since we choose CK Truth (female) as our product to be advertised, the following data would mainly concern female who live in the UK.
The population of the United Kingdom on Census Day 001 was nearly 5 millions. An important UK finding was there are fewer men than women at all ages over 1. In the past the ratio of men to women showed males outnumbering females at ages up to the late forties after which females became the majority. However, in the last 0 years this cross-over point has become earlier so that by 001 from all age groups from aged and upward women has now became the majority in the UK. In 00, it is approximately 1 male to 1.056 female. Moreover, employment rates among women have risen from 47 per cent to 70 per cent between 15 and 000.
In the 001, employment rate from the age 18 to 55 was fairly high, more than a half of the female are working, as we can observe in Fig.1. The median disposable income earned by women aged from 18 to 55 in 1 is from ?8 to ?10 per week. This shows the purchase power of the female in UK is present.
In 001, the consumption expenditure in UK on alcoholic beverages, tobacco, clothing and footwear was nearly 11% of the total. This is largely due to the UK's traditional habit, 'Clubbing? Also, fragrances product is likely to be associated with the social activity. As a result, the working young female who can afford to social and shopping is likely to consume perfume. Therefore, we define our target audience, a group of individuals or organizations for whom a firm creates and maintains a marketing mix that specifically firs the needs and preferences of this group, aged from 18 to 8.
Apart from the consumption pattern, the style of the Truth fits our target audience nicely. Firstly, the Truth is designed to offer the users a personalized fragrance experience and this is likely to match the increasingly independent workingwomen in UK. Secondly, the Truth is also recommended for causal wear in the retail stores and this would lead to attract more teenagers and young adults.
Other possible audiences
Apart from the targeted group, the ad could also attract other groups of indirect consumers. Especially before the Christmas holiday, parents and boy friends are busy with looking for present for their love. As the style of Truth, aid by the design of our ad presenting the message 'Truth the secret of Love? could also gain the attention of the 'present searcher?
Would add sth in Jonathon's part provide sample of the perfume
And clearly classify the 'other media?
Fig.1
POPULATION STRUCTURE BY AGE, SEX AND ECONOMIC ACTIVITY
1 - 001 Spring quarters, United Kingdom
MALE FEMALE
A comprehensive description and justification of the medium be utilised
Advertising is one of an important field in our campaign; it can differentiate from other brand's fragrances, since in the fragrance industry products are homogeneous. Advertising's public nature can helps legitimise the company and its fragrance, which allows marketers to repeat the message to wide audiences.
In UK, there is a wide range form of advertisement, such as newspaper, TV, magazine and radio etc. each form of advertisement has its own attribute. However, in order to reach every single target audience and to have a maximum impact on the specific working groups described above, specialist medium is being used, and therefore magazine is chosen as the medium.
Magazine can effectively and instantly arise the interest and desire of the target audience, unlike TV, magazine does not contain unwanted advertising breaks, it can totally attract people's attention, and the colourful layout of magazine advertisement make the readers feel the products more real and lively compare with newspaper. Moreover, magazine advertisement can keep longer, in the other words the advertisements is permanent printed on the magazine, which reduce the probability to lost any information related to the products concerned.
Although, magazines may be the most suitable form of medium, it still contains few disadvantages. Since magazines only confine within the press, as a result people do not know the smell of the fragrance and if the targeted audiences have enquiry then they have no where to be advise, in the other words by advertising on the magazines, it become an one-way communication, being impersonal, limit to close the sale and lack of control over situational reception. Moreover, unlike advertise on TV, magazine lack of movement and sound, the readers may feel monotony compared with advertisements shown on TV. In addition, magazine is less attractive and awareness compares with billboard in some extent.
Young women like to wear different perfumes in different situations. need of sales explanation to the speciality of the fragrance is required.
Apart from other women's magazine, we have chosen Marie Claire and Elle to advertise the fragrance. Since these two magazines are the most popular and leading women's fashion magazines in UK. Firstly, we will introduce something about Marie Claire.
Marie Claire is a US based magazine, established since 17 by Jean Prouvost, it become the first magazine aimed at women encouraging them to consider their own autonomy, charm, and personal development. In 00, the family of magazine carrying the name Marie Claire has not lost any of these pursuits. Each magazine still works to show readers a different view of the world and its people. While backing up women on their path to freedom and pushing them to develop their curiosity, Marie Claire also accompanies women as they decipher the newest information on fashion, beauty, health and the many other facets of the daily life of women in the 1-century. Moreover, Marie Claire has flair of fashion and beauty coverage, while not shying away from the realties of life; it also discusses the season's best accessory as well as expresses an opinion about today's social issues. Therefore, it is closely matched the targeted audience decided for the fragrance discussed later.
In 17, Marie Claire had won an Amnesty International award for journalism for its coverage of womens human rights struggles. This feature enables it to become an outstanding magazine among the fashion and beauty magazines that easily can attract the single working women to digest it. As the Marie Claire editor in chief claimed that, this magazine is 'for women of the world?
Today, there are 4 international editions, which allow a great variety of targeted audiences to know the fragrance and can help to stimulate the interest of these audiences. Furthermore, the Marie Claire community includes millions of women around the world and several award-winning editions. The U.S. edition of Marie Claire was named to Adweek's list of the top 10 hottest magazines in both 18, 1,000, then advertising on Marie Claire Magazine can helps to conquer a large share within the fragrance market.
The second magazine we consider to post the ad is Elle, this brand was launched in France 60 years ago, Elle began as a declaration of fashion independence for women who wanted to express their personal style, not indicates of any one designer. Today, Elle had 5 editions read in over 55 countries, with 4.4 million readers in the U.S. and another 16 million worldwide, Elle is the largest multinational fashion magazine in the world. In addition, Elle is the global fashion magazine that actually reflects how modern, independent women live and prioritise their lives. The Elle mission is to provide fashion and beauty coverage that is both useful and aspirational, and to produce the pages in such a way that a woman can actually see the clothes and products, understand the trends, and shop from the pages. Moreover, currently there are almost ,75,000 women reader in the world, and the target audience, which is between 18-5 years old, share 6.% of total, as a result if we post our ad in Elle, it can attract the awareness and let the entire target audience to familiar the frgrance.
Semiotic Deconstruction
In our advertisement, we employed a combination of image and emotion as our creative strategy. The goal is to develop a long lasting identification of the product at a psychological level. We believe that the deep realization of the connection between the message that we are trying to convey and the audience's personal value and lifestyle would enable our advertisement become a heart-catching one.
As it is well known that Calvin Klein has been using sexy images to express its messages. However, this strategy has been criticized in the recent years, this is because audience might interpret it with varied perspectives according to their age, gender, religion, class, etc. We should always bear in mind the potential negative effect of using sexy images in advertising. Therefore, our advertisement of 'Truth?has emphasized on the manner of creating image and emotion rather than a straightforward adoption of sex images.
The photographic background of sunrise beach and the cloudy sky provided our target audience with a warm and imaginative scene. The sea, the sunset, the young model and the bottle are the signifier. The form means nothing without the content, which is the signified. Dr Daniel Chandler suggested in his article, 'Semiotic Analysis of Advertisement? that the signified be commonly treated as a mental construct. It is not identified directly, but is a concept in people's mind. We therefore emphasize on the signified where the meaning can occur with social and mental construction.
This advertisement shows a woman couching on the beach in the sunrise. She is not looking at the camera. She stares a little down the ground with her eyes semi opened. This shows an ambiguous vision, presenting a feeling of desire and sexuality. Her natural disheveled hair gives an image of her ambiguous target .She wears a white top with strings and a see-through short skirt. This gives an image that she is innocent like a new born baby, not knowing her way to go. She is lost along her life and tries seeking something on the beach that could be able to help her or help her to find her way. The model actually shows certain attractiveness to opposite sex with her sexy and ambiguous image. According to some researchers, most of men like to protect women who are not intelligent but confusing their lives and unable to take care of themselves. As this fragrance targets to young woman who like to compare appearance of others and act like the same to achieve the same effect, especially most of women like to be protected. They purchase this fragrance and wear it giving a same feeling of the model in the advertisement, and then they can attract men to protect them passively as women still dislike being active to their men.
This advertisement states "Truth secret of life? is in a mysterious situation. It always appears that there is a mystery of everyone's life and the model is standing under the clouds in her side and drew a word of "TRUTH? All of these present the model is confusing and desire to find out the truth. On the other side, the bottle of truth has appeared on the sunrise that spotting the light on it. It indicates when the model seeking for her way or answer, the truth fragrance bottle represents her truth and she found her truth or answer finally. The background of this advertisement is sunrise that gives a strong feeling of clearness, reality and energy. With these, the characteristic of truth can be presented obviously. In this present society, people concerns about their occupation and social lives only. They are actually lost inside their mind and confusing about their lives. women particularly desire to find out the truth from love because they have suffered lies, betrays and fraudulences from men. Therefore, Truth is women's dream women attempt to seek. Women will appreciate this advertisement they want wear the fragrance acting to be the same as the model and found their truth from their loves or lives. On the other hand man purchases this fragrance and gives to his lover. This will pass a message of his true love to her. His lover will be touched and trust him everything. It does not attract the women only and also the men to purchase as well.
The message that it is attempting to convey is, first of all, the denotative signified of the sign. The young model standing on the beach provides the sense of aesthetic and freshness. However, our targeted young adult audiences have often shown a somehow sophisticated understanding of advertising. We therefore tend to demonstrate a connotative type of the signified, which refers to the ideological and emotional association of the sign. That is the story behind of picture. This young model is in the deep thought. What people always wanted while reflecting? The 'truth? the 'truth?she expects. This thus comes to give both the linguistic and emotional meaning of the product ?Truth?.
Although the message has been encoded by the advertiser and promoted by the emergence of both the denotative and connotative signified, it is still up to the reader how they decode it. By adopting the creative mix in which both visual and verbal elements are combined in the advertisement, 'Truth's warm, fresh and natural characteristics, and more deeply, the temptation and desires behind advertisement are clearly revealed.
This advertisement states "Truth secret of life? is in a mysterious situation. It always appears that there is a mystery of everyone's life.
http//www.markrobertwahlberg.com/about_calvin_klein.htm
Veronica F., http//www.kiwibox.com/article.asp?a=670&r=1&p=
http//www.thestandard.com/companies/dossier/0,1,708,00.html
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