Client Scenario Response Draft Creative Brief #ALA102
Odd Pears is an Australian stock maker that sells its products in threes (rather than as a pair). In addition to having the quirky point of difference, the brand helps others by donating a proportion of its profits to not-for-profit partner One Dollar Day. Odd Pears needs to communicate with relevant male and female sock wearers may not know of the brand.
1. Background
Brand Identity: Brock Sykes founds “Odd pears” brand which is a sock company. Odd Pears is not just another old sock company. They spend days figuring out new ways to stick it to the man and celebrate odd socks, life, colour, creativity and design, all through the invention of the brand. They decided pretty early on that Odd Pears will also be a brand of substance and character, not just another pretty face on the fashion scene. In the fashion industry, socks play a vital role as it could be seen as an accessory to highlight the outfit or make the style more unique. Wear matching socks, wear odd socks, whatever, know that to all the oddballs, creatives and socially conscious cool kids out there.
Image and Perception: With uniquely designed socks, Odd Pears keep up the fashion game significantly and also with each Pear purchased they donate $1 to charity. For those still scratching their heads: if you buy 3 Pears of socks, they donate $3 to charity. Hence making this sock company stands out from other companies.
Position: Odd Pears already positions itself into a fashionable company for sock and see a great demand in the market in the fashion industry. Since the sneaker culture and fashion, especially in street wear culture already includes quite trendy socks in the look-book or everyday wear, Odd Pears don’t need to worry about their product selling. Odd Pear have unique market as they don’t have direct competitors as they sell their sock in 3 socks in that same themed designed and another thing is each time when customer buy their products, it donate $1.00 AUD per Pear purchased to charity.
Market Conditions: Due to this pandemic of COVID-19, every market is online platforms to sell. Odd Pears is already an online-based market, and many people will be buying their sock for the cold weather and the lounge wear. Due to COVID-19, brands are having to adapt and be flexible to meet changing needs. Since 52% of consumers are trying to implement social distancing, more people are now shopping online for a growing number of new product categories. So, it is not just about a rapid rise in online purchases, but about the nature of that demand.
Archetype: Odd Pear has two distinct archetypes: The Creator aka The Artist, The Dreamer and The Rebel aka The Revolutionary.
Attributes: Characteristics of the socks:
- Design: how it looks, colour, appearance
- Longevity: Cost per wearing with proper care
- Fibre: Merino, cotton, cashmere, silk, nylon and other synthetics
- Temperature: Winter warmth and Summer coolness
- Cushioning and moisture: How much foot shock does the sock absorb and Wicking and drying abilities
2. Objectives
The objectives for this creative brief are an artistic value and persuasion.
-Artistic Value because Odd pears have a great sense of design skills applied to their sock have its aesthetic sense for each three sock packages. With a high level of artistic creativity contains an aesthetically appealing visual element and color palette to define “Odd Pears” brand.
-Persuasion is a another objective for Odd Pears to effectively engage with their customers
Short term- having a themed color palette or design character or symbol for every four months.
Long-term; Collaborate with fashion influencers and shoe companies, especially with sneakers. From the collaborations, they will have an excellent arrange of design with shoe design appealing with the socks.”Be odd, be different, be unique, be yourself.” is already a fantastic slogan for their advertisement campaigns.
3. Target audience
According to the Money smart website, Australian spent $20.4 billion a year on fashion, and single-person under aged 35 spend on weekly is $849.
Revenue in the Socks (men) segment amounts to US$15,704m and revenue in the Socks (women) segment amounts to US$25,220m in 2020. The market expected to grow annually by 4.0% (CAGR 2020-2025) for men and by 3.9% (CAGR 2020-2025) for women from Statista’s data.Even though, the potential is there for every person to wear sock product(men, women and kids). The main obvious target audience is people who are into sports, day to day wear(Casual) and in fashion.
4. Single Minded Proposition
“Be odd, be different, be unique, be yourself.”- It is a fantastic slogan for this particular sock company. For another that I can think of for this brief are ” Oddly unique for oddly people like us.” and “Be your odd self with odd pears.”
5. Substantiation (40-50 words)
“We live in a detail-oriented age. The variety of accessories and possible alterations you can make to an outfit are at an all-time high. With everyone looking for a way to stand out and make their style pop, a new piece of flair has caught the eye of both casual and formal-wear fans in a big way. Let’s take a look down and talk about socks!” (Gentleman’s box, n.d)
Benefits of Wearing Socks
- Keep feet warm
- Protect feet from germs and blisters
- Protect shoes from germs and stains
- Reduce stress on feet
- Manage moisture
Socks, like underwear, should be a crucial part of your wardrobe.With 125,000 sweat glands on the bottom of each foot, it’s important to wear high-quality socks that can help manage all of that sweat, as it can soften the skin and make feet more vulnerable to blisters and injury. (Jordan Stokes,2018)
6. Tone of voice
Artsy, bright colors with visual aesthetic themes with a humorous message to be stylish and keep warm with designed sock
7. Media requirements
Instagram stories ad required for advertising the socks. More video advertisement on Facebook and Instagram to get and target the audiences.Collaborate with social influencers to showcase the designed socks, especially with people who are interested in fashion.
8. Mandatories
Change logo design, videos for social media platforms and website
References:
Sparkol, 2015, ‘The 12 brand archetypes all successful businesses are built on’, weblog post, 1 September, retrieved 3 May 2020, <https://www.sparkol.com/en/blog/the-12-brand-archetypes-all-successful-businesses-are-built-on>.
Moneysmart, n.d, ‘Australian spending habits, Australian Securities and Investments Commission’, retrieved 3 May 2020, <https://moneysmart.gov.au/australian-spending-habits>.
The Guardian, 2019, ‘The new rules of socks: novelty ones are out – but yes you can wear them with sandals’, retrieved 3 May 2020, https://www.theguardian.com/fashion/2019/aug/21/the-new-rules-of-socks-novelty-ones-are-out-but-yes-you-can-wear-them-with-sandals
Parkview Health, 2018, ‘Do you really need to wear socks?’, retrieved 3 May 2020, https://www.parkview.com/community/dashboard/do-you-really-need-to-wear-socks
Gentleman’s Box, n.d, ‘Why Socks Are The New Fashion Statement’, retrieved 3 May 2020, https://gentlemansbox.com/socks-new-fashion-statement/
Stokes. J, 2018, ‘Why Wear Socks? The Importance and Benefits of Wearing Socks” retrieved 5 February 2018 https://www.socksaddict.com/blogs/news/why-wear-socks-the-importance-and-benefits-of-wearing-socks
Statista, n.d, ‘Socks (women)’ https://www.statista.com/outlook/90011200/100/socks–women-/worldwide
Statista, n.d, ‘Socks (Men)’ https://www.statista.com/outlook/90021000/100/socks–men-/worldwide
Kabbaz, A.S, 2018, ‘More About Top Quality Socks Than You Ever Thought Possible!‘ https://customshirt1.com/pages/more-socks
Meyer, S, n.d,“Understanding the COVID-19 Effect on Online Shopping Behavior”https://www.bigcommerce.com.au/blog/covid-19-ecommerce/#understanding-panic-buying-and-coronavirus
Andrienko. O, 2020, “Commerce & Consumer Trends During Coronavirus“,https://www.semrush.com/blog/ecommerce-covid-19/
moon.wysl 