BA Fashion Communication student, Alexander Ron, fills us in on what it was like to work with designer brand Coach as part of the Collaborative Industry Project…
Daryl Lee, global chief executive at UM ( the full-service marketing and media agency network of IPG Mediabrands), said: “Coach is an iconic American brand with a rich heritage of craftsmanship. Our markets around the world are keen to bring the next level of integrated planning and digital and data innovation to Coach.”
Industry Set Brief
It was an absolute delight to kick start our Collaborative Industry module with first-hand industry expertise from the Coach marketing team. This involved; Amber Pepper, who is the VP Marketing & Communications for Coach and Grace Simmons, Press Officer for Coach Europe.
The brief was clear, it was our objective to execute an idea focusing on how we would explore different communication strategies to ensure maximum brand awareness. The purpose was to create a solid piece of work that incorporates originality and would effectively represent our idea.
Campaign for Coach
The mission statement for my campaign stated, “‘7899’ Will represent Coach as a brand which creates products that embody masculine sophistication, a vigilant tailored heritage and spirit participation with innovation.’ The campaign intended to create a fresh proposal for Coach, to reposition itself in a more male-focused market.
Generation X meets Generation Z
The idea for my concept involved both father and son. The father being born in 78 and the son being born in 99. I wanted to construct a campaign that would convey a narrative and also illustrate the relationship between both father and son. This was a sharp idea by tapping into a more male, dynamic and regenerated market. The campaign would target both Generations, Generation Z and Generation X. The idea of my campaign was to merge the essence of the Coach heritage and create a story behind the imagery and video content portrayed.
Presenting to an industry panel
With great satisfaction, it was a pleasure to present not just to the College but to the brand as well. It was important to demonstrate excellent brand and customer awareness, justifying how and why our idea would work. It was essential to give a fresh and original approach, to pitch in a very professional and convincing manner.
The collaboration linking the College and Coach was a unique opportunity for us to explore our ideas in a very professional and prolific way.
By Alexander Ron, Second Year BA Fashion Communication Student
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