#ALA102DC Creative Brief
Background: City Hatters is a Melbourne institution that sells its products to a broad range of customers. They seek to increase sales with younger consumers.
Insight: In recent times we have seen a resurgence of ‘city folk’ wearing hats, particularly among younger people. This is becoming part of fashion (again) and not necessarily because of a need to protect yourself from UV damage. Typically hats are the domain of cattle country or the Melbourne Cup but not anymore.
Objectives: Raise awareness of City Hatters, association with style/individuality, encourage purchase
Target audience: 20-35-year-old males who take pride in their appearance and may not be current hat wearers, medium to high interest in fashion/trends, influenced by peers and partners
Group Task and Credits to Isabel and Yu
moon.wysl 