8. 3
Established in 1976
by Lucille and
Richard Lewin
In 1990 Whistles
was awarded
Womenswear Brand
Relaunch in 2008
By CEO Jane
Shepherdson
2012 Menswear
range was
established
A total of 53 stores
and 74 Concessions
in 2015
9. 4
With over 40 years of the
Whistlesbrand,therehasbeen
major changes to both the
store, the look and the client
base. In the late 70’s when the
brand was established there
was an incredible focus on the
client; ‘yummy-mummy’s’.
This high fashion brand was
created as a high street store
for those wanting something
simple yet different. The need
for individuality within the
70’s and 80’s is very much
ignored, and the want for
simplicity and block colours
is very much underestimated.
Women aged 35 and onwards
was the original target
audience; a similar age to
Lucille Lewin who was the
owner and creative director of
the company. This correlation
between designer and client
is what enabled Whistles to
grow rapidly, as the audience
was understood and reflected
through Lucille. However
after 25 years of Lewin’s
designs, this 35 age figure was
slipping away slowly meaning
the styles, colour palettes and
the essence of the brand was
being misread and blurred.
Quickly after the involvement
of Jane Shepherdson in 2008
there was a large shift in the
client base; with the target
age being lowered to 25;
enabling a new, fresh target
to be the main focus of the
brand. Shepherdson herself
admitted that: “there were
frills, bows, extra buttons…
it was all quite fussy. I needed
to change the brand. It was
quite a risky thing to do
but it wasn’t an aesthetic
that we understood.” This
shift and understanding from
Shepherdson complies with
the feelings of many who
once knew the brand, and
the truth behind the break
down of communication
between brand and audience
was highlighted. Taking a
well-developed brand into
a different direction could
be confirmed or rejected
within a season of the change;
however with Shepherdson’s
experience within the
industry it was greatly
received.
The new aesthetic has
enabled a completely new
clientele to become interested
in Whistles. With a modern
twist on the original pieces,
with a change of fabrics,
colours and designs this is
exactly what the Whistles’
customers were waiting
for. This new established
direction and the unique
vision which Shepherdson
has taken, means there is a
huge gap in the market for
simplicity; which is precisely
what the Whistles customer
desires.
Initial Research
11. 6
Whistles has been one of the biggest talking points over
the last couple of years within the fashion industry;
with large changes such as a revamp and a change of
staff and CEO; Jane Shepherdson after South African
born Lucille Lewin and her husband sold their
company. Many people within the fashion industry
lack the courage to admit when the brand is no longer
reflecting the audiences needs, which means that this
change within the company itself was a brave move
and was praised by all in the industry. In the 80’s and
90’s Whistles was the ‘go-to-store’ with the desired high
fashion look of the time, with its own secondary brand
and designers such as Dries Van Noten. Lucille who met
her husband Richard in America, they came to London
where Lucille worked at the Harvey Nichols store, and
her husband joined the Burton Menswear group. With
this fashion knowledge as a grounding, the gap in
the market for high street, up market clothing meant
that in 1976 they created their own store: Whistles.
The company started buying from
high fashion designers such as Betty
Jackson and Ally Capellino offering
the artists a slot in their shop; this
therefore confirmed a name for
the brand and an initial audience.
With Lucille’s links back to British
fashion designers like Tania Sarne
and Selina Blow, this enabled her
knowledge of the gap in the market
to blossom. To personalise the
brand further Lucille developed a
team of in house designers to make
clothes for the store, designed by
Lewin herself. This opportunity
meant that over a couple of years
the Lewins had 17 stores across
the country and 20 concessions
in the likes of Selfridges.
After 25 years of the
Whistles brand, the couple
decided that they wanted
a different challenge, and
with the name they had
created for Whistles itself,
they sold their half of the
business to the owner
of BHS - Philip Green.
Lucille then took on the
job of creative director
of Liberty London in
2002; but unlike many
creators of companies,
she is still in contact with
Jane Shepherdson - the
new CEO - an incredibly
bold and loyal decision
for the past owner.
The Lewin’s
12. Lewin wanted to create a band which was new, something unique
for the time, but something which was moderately priced for the
designer names the brand included. The garments were created to
fit the mould of a ‘confident and independent woman’; one who
wanted to live the high fashion life but with half the price tag. The
inspiration, taken from history, fine art and the multi-cultural
lifestyles which both Mr and Mrs Lewin obtained over the years
enabled the brand to quickly move internationally and appeal to all
nationalities.
Whistles flagship store is situated on St Christopher’s Place in
London. Situated next to Mulberry, Jigsaw, Phase Eight and Kurt
Geiger, there is an obvious price tag needed to position yourself on
the road. With fashion, postcodes are vital to understanding where
the brand fits within the industry. The importance of the flagship
store explores the possibilities of the stores audience and the
customers interest within the brand. Also it is incredibly important
to the power and passion of the brand to remember where it came
from and where it is going. Being a brand which was founded and
created in London, this positioning in the centre of the city means
there is a constant stream of clientele, as well as many different
styles and types of customers which will become aware of the brand.
International brands have to be incredibly developed, thought
out and have a comfortable positioning within the market so that
the brand will carry across countries. This was not a problem for
Whistles, as the Lewin’s lived in 8 countries before finally settling
in London, they had a vast knowledge about the customer base
available worldwide. ‘Outside knowledge’ is vital to the movement
for brands, and the need to travel and explore the possibilities of
their brand pushed the Lewin’s to create the international brand it
is today.
7
The Whistles Brand
13. 8
“It’s an effortless way of
dressing. It is unique,
there’s an insouciance
to it, a sort of ‘I just
threw it together and it
worked’. That’s what we
try to encapsulate. It is
easy and laid back, but
also luxurious.”
- Jane Sheperdson
14. ‘Since then, the clothes have gradually gained a recognisable slickness. Classic shift dresses in vibrant
prints, tailored sportswear pieces and suiting that looks cool rather than conventional is now Whistles’
fare.’ - Jane Shepherdson
9
15. Karen Millen
£60.00
Toast
£55.00
Reiss
£50.00
Whistles
£35.00
Zara
£29.99
Cos
£25.00
Jigsaw
£25.00
Mango
£24.99
The pricing of products is one of many factors which can
separate the rivals and competitors from each other. Some
expensive brands can become quickly set apart within
specific sectors of the industry, some can be seen as luxurious
and better quality, and then lower down the pricing scale
can lead to people questioning the product and the quality,
or it can draw them in just from the price. Comparing and
looking at the pricing margins can really help to understand
the markets and where they sit within the fashion pyramid.
Indicated on the right is competitve pricing of a plain white
teefromeachofthemaincompetiors.Theinterestingelement
is that the prices of a basic piece of clothing is completely
different in comparison to the rest of the collection, meaning
that pricing and looking into the costs of garments can bring
up odd variables in comparison to the average price within
the brand.
10
Competative Pricing
17. Within the fashion industry, there are certain roles which are
vital, having more of an influence on designs, overall feel and
essence of the brand, and the whole management and direction;
one that is heavily down to the CEO and creative director. In 2008
Jane Shepherdson left her career as Brand Director at Topshop
to redevelop Whistles into the name it has today. She studied
Fashion in London and after graduating joined the Burton
Group - like Richard Lewin. She is known as ‘the women who
transformed high-street shopping’, a title which has pushed her
career to extraordinary lengths.
The Whistles she took on was one that she was not happy nor
familiarwith.Comingfromoneofthemostsuccessfulretailshops,
she had the influence to re-define, re-capture and re-educate the
Whistles customer. Her vision for success and the connection
she has with the audience is formidable, and something which
is projected through the new brand. She wanted to create an
effortless way of dressing, and perfect the ‘I just threw it on look’,
with minimal fuss, a sense of elegance and a simple colour scheme
to allow the clothes to fit all occasions. Shepherdson’s aim was to
create a modern way of dressing in keeping with the heritage and
culture that the Lewin’s had origonally created.
Taking timeless pieces like a simple tee, but adding a pocket,
pop sleeves, a different collar or adding a seam is one of the
most influential improvements that Shepherdson has created.
Simplicity is often overlooked and underrated, but the look and
feel of the brand is now clean; which has appealed undeniably to
the new audience.
12
Jane Shepherdson
18. There are many strengths of Whistles, but there are
certain elements which stand out against the rest. The
first being Jane Shepherdson. Her drive and ambition
to create a timeless, modern brand; the simplicity of
the designs, the brand essence and the undeniably
influential clientele all play to Shepherdson’s
strengths. Having such a dedicated CEO who is not
only involved with management but with the creative
business allows continuity throughout the brand
meaning the customer can clearly see the correlation
between design and outcome. This story of production
stands out for Whistles, allowing a raw feeling to the
company, something many new brands are missing.
Although since 2008 the brand has become incredibly
rounded and established, there is still elements of the
brand which are weak and could draw the brand down
over time if the competition realises the flaws. The
target audience itself is 25 - 45, which is an incredibly
small age range for such an international brand;
however the Mens collection in 2014 has brought a
secondary element to the brand. Also the pricing can
be seen as high, for instance plain tee prices start from
£30, which will cause many new customers to think
about the brand and if the essence and story is strong
enough to buy into the brand. This is something that
needs to be re-addressed or a secondary ‘basics’ line
needs to be introduced to draw in a larger customer
base.
13
SWOT Analysis
19. 14
Unlike its competitors, Zara and Jigsaw, Whistles
has no children’s range, nor home accessories which
a lot of the high street brands are now establishing.
These elements can really push a brand above the
competitors as it allows continuity for the family and
home, something that Zara has perfected over the
last couple of years. With brands now creating other
sections and limited editions to the brand, there is a
lot of opportunities for Whistles to add something
different.
The biggest threat for Whistles is the increase in
accessories and secondary lines of the competitors
which surround the brand. Having a sense of
simplicity, modern designs and plain garments, there
can be more competition and a threat to the brand as
it can be quickly and easily duplicated. With such a
simple colour palette and a sleek yet elegant look there
is a danger of copying which in turn means there
has to be a unique selling point for the brand which
is obvious and bold enough to stand alone when the
label is not visible; something which Whistles is still
developing.
14
20. Whistles have many
different elements to the
brand, with give aways,
email one offs, ticket sales
and competitions. In 2012
they created the Whistles
Advert, where they gave
away a gift voucher, a
weekend in a 5* hotel
in Paris and many other
goodies; this really attracts
and draws customers in,
as well as connecting the
Whistles story with the
prizes available. In 2014,
the December campaign
offered 25 days worth of
gifting attracting a large
volume of bloggers and
press interest in the idea
and the brand. In 2014
Whistles were giving away
LFW tickets in exchange
for designs and drawings
which were incorporated
in the next collection. This
connection with the clients
is vital as it allows a sense
of reality to the brand, and
means that each customer
is seen as an individual and
not just a group.
Technology and the use
of communication is the
main way that promotional
and marketing strategies
are now formed. The link
between the customer and
the brand can be bigger
than people estimate,
however, with the use of
streaming, apps, websites
and online shopping there
is a new connection which
enables the customer to
obtain contact whenever
they desire; an incredibly
powerful tool. Whistles has
an incredibly strong online
presence, with a clean, yet
functional website which
enables a user friendly
experience, as well as
making the customer
relaxed and focused on
what they are searching for.
The home page contains
product images and a
maximum of 3 campaign
images to attract and
entice the customer using
secondary senses. With
an easy navigation bar
and clear labelling the
appearance and functions
of the website are simple
yet effective. With such a
stark look, it reflects and
continues the style and
designs of the brand which
enables continuity once
again within the company.
15
LEPEST C
22. 17
As Whistles is a commonly known, well developed brand,
with nearly 45 years experience in the fashion industry,
the company has become one of the most economically
aware fashion companies in the high fashion business.
The fashion industry itself is worth 26 billion to the UK
economy. However, it is not only income coming in that
is important, investing in advertising and promotion is
vital; including adverts, magazine articles, the website and
updating the social media and technology aspects and
other publicity platforms. To be successful in such a large
industry continual investment is key, which is exactly what
Whistles have done, adding free magazines, website links
and online experiences to help customers and keep them
loyal to the company - a very smart, and effective way to
help the business grow, as well as being economically aware.
When approaching a fashion brand, there are so many factors which work in synergy
to create the correct brand and the specific message that you want to send to the target
audience. However, this changes depending on the country, or region you are targeting,
as it will attract a different audience due to the certain promotional platforms. Within the
Whistles brand they are very aware about the consequences of ethical issues, therefore
the brand is concious about fairness; making sure the stages of production are equal
and humane; using a minimum amount of fur and looking into the rights of animals
before committing to certain materials. Whistles is also cares about their footprint and
the environmental factors of being an international brand, therefore they work as much
as they can within local communities and look into new innovative ways to conserve
their footprint and be ‘more green’.
LEPECT C
23. 18
Regarding the legal factors of a
fashionbusiness,theindividual
brand can chose the specific
legal rights and limitations
that they want to put forward.
However, there is a law based
treatise, Fashion Law and
Business Brand and Retailers.
This covers the legal entry for
starting up a fashion company,
and the considerations that
need to be made regarding
the business plan. Trademarks
and Copyrights are also key
to allow a structure to the
business, but also to lay down
the ground rules and the
legal principles regarding the
specific company. Whistles
are very set on what they
want to produce, and the
exact outcomes they wish to
create. Meaning that all of the
products were copyrighted, as
well as the individual designs
to an extent; the exact shapes
and cuts put together with the
exact design is not allowed to
be duplicated. Although due
to the limitations within the
industry, overlap is something
that often occurs and can cause
big problems for companies.
24. The textile trend forecast of ‘graceful’
is the biggest macro trend for SS16
together with the textured look of
Fossilised Fusion. The contrasting
colours and depth of imagery is
uniquely crafted with a collage feel;
the range of colours and directions
of material is refreshing and clean.
Patchworks of the new Contemporary
Ornate trend, a collection of soft,
warm shades with stark black sectors
split up the modern pattern. This
combination of shape and structure is
separated by the unique patterns. The
colours, tones and shades within the
trends are incredibly subtle and soft,
enabling a real smoothness to the look
and overall feel of the trends.
19
Trend Forecasting
25. For SS16 soft neutral shades are
essential to the colour palette,
blending warm browns and
gentle greys to compliment
the washed pastel colours.
This season grey is incredibly
important to the range, meaning
that Whistles key colours within
their logo are on trend and
exactly what the audiences’ are
wanting. Looking into Whistles
as a brand the trends are
perfectly timed, expressing the
correct colours and tones with
the Spring time. This layering of
textured colours is what makes
this range passionate and fresh;
a new look to the colours of the
new season. Whitened copper
metallic is one of the colours
which has hit the catwalk; as well
as cosmetic tones of the makeup
bag. Flint grey acts as a change
from stark white but allows a
secondary element and texture
to the garment and accessory.
Dune sand, deep sea blue and
dark pewter are among the
colours Whistles are exploring,
this palette will highlight and
differentiate the brand from its
competitors.
20
27. Trends are vital to the changes which
happen within fashion, they act as a
guideline to what the new seasons
collection should touch on to connect
to the audiences. Looking into Trends
on WGSN, there is an incredible
overload of planned looks of years
to come. Spring Summer 2016 is a
season in which Whistles will really
blossom; the colour palette, the
patterns and the feel of the trends
really connect and reflect the brand,
allowing a sense of continuity, which
may not suit their competitors.
One of the major trend alerts is the
Contemporary Cutwork, involving
traditional embroidery as well as
more modern lasers techniques,
allowing a graphic but delicate look
to the garment. This minimalistic 2D
effect is commonly placed against
pure white, clean clothing. Solid
White Shirting is another textile
and material trend which is not only
joining stores across the country but
the catwalk too. Premium, white boxy
shirts allow a beautiful silhouette,
as well as looking into high quality
Egyptian cotton - with Giza making a
reappearance.
Whistles as a brand takes after the
Past Modern and Monumental
trends; simplicity, modern and clean.
One of the key macro trends is the
Contemporary Ornate look, which
reinvents and modernises patterns
and shapes within garments to
create something new, updating once
known styles and prints. Minimising
past designs and redefining classics
allows a refreshing look to the prints
and graphics of a garment.
The textile element to Spring Summer
16 is made up of 4 stages: Concept,
Fibre, Construction and Surface.
This strict regime of stages allows the
highest quality outcomes to be created
and a structure which many garments
do not have. The fusion of materials
as well as colours is what makes this
season fresh and contemporary;
something which fits the Whistles
essence perfectly.
22
WGSN Trend Analysis
29. ‘Whistles is a leading British
contemporary fashion brand
that encapsulates an intelligent
sense of design with timeless
and luxurious pieces. Our
collections are modern and laid
back with an attention to detail
and quality.’
- Whistles
24
33. 28
Whistles flagship store is situated in St Christopher’s Place, one of the most
established and stocked stores for the range of clothing across the country
that the brand has. The overall display of the store is incredibly sophisticated
with a clear divide within ranges; it is easy to distinguish the sectors within the
store. It is set linear facing, with a focus on the front of store, aiming the ranges
immediately at the customer, to entice walkers by as well as existing customers.
This is incredibly helpful when distinguishing which element of the brand you
want to buy into. With the full range - from Womenswear to Menswear - the
separation is elegantly spaced, with a subtle merge within the colour ranges,
which continues throughout the store.
The brand essence is portrayed beautifully within the store, it has structure,
simplicity and a minimalistic feel. Observing the colours, the pop of burnt
orange a strong contrasting navy is striking yet dividing; meaning there is
a clear separation within ranges caused by colour, as well as materials and
textures. The background music is subtle and does not interfere with the
shopping experience, as soon as you enter the store, combined with a warm
welcome from staff.
The block layout and combination of garments and accessories forces the eye
to not only see the item one is looking for, but often a whole outfit - visualising
a complete look. The formal yet simplistic ranges are very well presented, and
with the brands essence strong throughout all ranges, there is stability within
the store. The entry point within the brand starts from £35 and can end in the
thousands; however, the quality, feel and character of the brand is portrayed
perfectly. Buying into the brand is incredibly satisfying, as your purchase
comes wrapped elegantly in tissue paper and ribbon, this presentation adds to
the overall experience, enticing you back due to the patience and time taken
over you personally in the store.
MadeaP
urchase
5/20
Store Evaluation
34. Within an individual brand, there are
often key stages in the development and
promotion of the company where there is a
stageofexperimentation.Withaconfirmed
target market and a stable positioning
amongst competitors, collaborations
allow a range of opportunities for a
company. Reaching out and connecting
with opposing or different clientele can
allow a bond and trust to build between
two brands; creating a taster of the brands
essence to work in synergy with the
secondary brand. This is a risk which is
often deliberated over for 3 to 4 seasons,
meaning the collaboration is teased to the
audience and is slowly released to allow
existing and new customers to blend.
Whistles are cautious and ethical when
it comes to brand collaboration as their
brand identity is very strong, the risk of
damaging their reputation within the
bridge brand market is one they are
not willing to take. Therefore, charities,
unfamiliar and even foreign brands, as
well as a different genre of clothing is
who they aim to work with - enabeling a
unique selling point which reaches out to
a different customer base.
29
Whistles Collaboration
38. Campaign Proposal
Technology is one of the most important
and ever growing elements in every
day life; something we all take for
granted, yet rely heavily upon. Whether
it be communication, searching for
information, entertainment or for
purchasing, the internet and the
accessibility of it affects the way we now
function; with payments able to happen
through our phones, video calls across
the world, and the access to information
at the touch of a button. Many industries
rely on the instantaneous connection
with customers encouraging the existing
relationship they have created. Fashion
is based around communication and
updating customers, allowing a steady
bond to form, forcing continuity
throughout the primary meeting and the
following interaction. With the break
through in technology, the convenience
of 3G and 4G allows the customer to
have access to the brands website, blog,
social networks and brand information
whenever they please; meaning the
online element of the brand has to be
incredibly strong and work in synergy
with the existing touch points.
Looking into the technology aspect of
the Whistles brand, there is a gap in
the market; an App. The way that many
customers communicate with a brand is
via the company’s app, which includes a
compact version of the brands website
along side the opportunity for purchase.
Creating a Whistles app, would provide
an opportunity for the brand against its
competitors as well as enabling a unique
selling point to engage with customers.
With the lifestyle element untouched
within the brand, there is the freedom
to explore the possibilities of creating
the idealistic lifestyle, hobbies and way
of life for the customer. Exploring life
experiences such as exercise, music, food
and events, an app has the potential to be
involved with the future of its customers.
33
39. of adults own a mobile
phone
90%
of adults use their
phones to access the
internet
63%
hours a month are spent
on a mobile phone
31 72%
of the population use
social networking
sites
1.2 Billion
mobile phones were sold
in 2014 alone
25 to 34
year olds lead the way
for online shopping
34
40. Playlists
Beauty
Look Books
Resturants
Pop Ups
Events Calendar
Coffee Stops
Outfit Creations
Trends and Colours
Cocktail Bars
Exhibitions
Homewear
Whistles Story
Exercise
Within lifestyle apps, there are many different avenues
which can be addressed and focused on to understand
and develop a distinct picture of the ‘Whistles Woman’.
This said, the age range of 25 - 45 year olds is a generous
scope to attract, meaning that the continuity between
brand, heritage and the understanding of the dream
lifestyle need to work in synergy to make the whole
experience and app accurate and relatable. With a
range of possibilities to focus on; homewear, exercise,
music and places to eat, a vast amount of information
is needed to cement the look, taste and style of living.
Looking into these factors can also unlock ‘existing’
Whistles women who already embrace this lifestyle.
One issue with the connection between the customer,
the ideal woman, and the brand itself, is the threat of
forcing and pushing customers away as they do not
agree or want to become this figure. The importance
is to highlight the opportunities subtely, guiding their
choices. This open feeling needs to be mirrored by the
endless options for the customer to choose. With this
app, there is a sense of connection and a point to refer
back to; not sure what to listen to on your walk to the
station? Not sure where to take a friend for coffee? An
exhibition or even a lovely place for a summers walk?
The Whistles app will work as an Agony Aunt for
existing questions, drawing the customers together.
The App’s Function
35
41. Famous last Words: Something to read
on the train, or in the evening; a list of
magazines, books and lifestyle blogs to
look into.
The Culture Shock: Artist talks, must
see exhibitions or simply a craft fair;
all of the creative aspects of life will be
presented to educate the viewer.
Out and About: Walks and adventures,
places to visit, or even the perfect spot
for this summers picnic - the secrets of
Britain will be revealed.
The Soundtack toYou: The latest songs,
advert music and those songs which
get stuck in your head; a list of what to
listen to and when to listen to it.
Screenshotted: Beautiful buildings,
parks, markets or just the perfect place
for your latest instagram, top places to
photograph remain a mystery no more.
Escape your Worries: Whether it be
your latest adventure or a way to get
over the holiday blues, here you’ll find
pictures, recepies and even check lists.
The Time is Now: The books to read
through your pregnancy, advice from
real women or where to find your latest
steal; you’ll find all the information here.
The Beauty Myth: With endless hints
and tips, all your worries and questions
regarding beauty will be answered
within the click of a button.
Your Calendar: Keeping track on your
plans is almost impossible, so a reminder
of what is on and your options makes
life a lot simpler.
Don’t miss a Second: What you should
wear now, eat this season or the latest
pop up shops, this countdown allows
you to never miss something again.
36
44. The Whistles logo and identity is present on all of the
pages on the app to allow a constant reminder of the
brand.
The Lifestyle categories are separated through icons
to make the layout simplistic and effective, allowing a
recognisability element to the app.
The Month is presented with the word ‘Your’ to add a
personal element.
The date is circled daily to highlight the events or
suggestions for that specific day. With this update, it
allows a new task, exhibition, cafe or even event which
can be attended by the Whistles customer, as it is tailored
to them.
The dates for the events duration are always presented to
keep the Whistles woman up to date.
The Location of the even is also a consistent feature, with
a link to Google Maps when the address is clicked on;
making the experience as simple as possible.
A small piece of information is presented along side the
key information and a small fact regarding the event so
that the customer knows exactly why the event is for them
and a benefit of going.
39
45. When creating the homepage of the app, there was a theme of simplicity, modernism
and accessibility which were the priorities to the graphic work. Creating an app
itself is easy, but making it user-friendly, easy to navigate, aesthetically pleasing and
something which people would want to use on a daily or weekly basis is a challenge.
Mirroring the look of the Whistles website, it is kept very stark, includes 3 main
colours from their palette, making each section clear to see and the icons easy to
understand. With the calendar of events and things to do on the homepage, there
is a point of reference to return to. Including the main lifestyle categories enables
a clear difference between each point, and the drop down menu is clear. This
simplistic approach is exactly what the garments of the brand represent; allowing
synergy between app and brand.
When creating the homepage it is important to have something memorable, and
functional each time the app is turned on, without being overpowering. Whilst
the categories are important, the ‘up-to-date’ element is the priority, updating the
customer on what is happening, which is why the interactive calendar is the main
screen on the customers page.
The Homepage
40
46. When looking into the concept of creating an app, the importance of a unique selling point
is key, something which will not only entice the customers to shop with the store, but buy
into the brand essence. ‘@YourWhistles’ there is a sense of belonging, an understanding of
the likes and dislikes of a person, as well as knowing what spare time activities, hobbies and
family outings would be popular with the customer.
Creatingthisappallowsthecustomertokeepincontactwiththefashionworld,understanding
what events are on, where to go and ideas for rainy days. The app acts as a point of call, every
morning the homepage is updated with activities that can be done on that specific day, along
with one off exhibition, pop ups and any freebies available. The availability of information
will help the customer reach out and connect with others like them, allowing a sense of
community. The helpful hints and tips will encourage the customer to attend the events that
they have always wanted to. With fitness, food, beauty and help with the children, the app
really is the lifestyle app that we have all been waiting for.
With the 8 Topics to point the customer in the right direction, the look of the app is simplistic
and minimalistic very much like the brand. Its simple functions make it easy to navigate
around the app. With icons instead of words, this allows a sleek and neat look to be created
as well as small infographic drawings to make it more relaxed and a personal approach to
the look and feel of the app.
Decision Making
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48. The Website
The original features to the Whistles website
are still present throughout the month’s
promotion.
‘New Arrivals’ and ‘Latest Products’ are the
headings referring to the new App.
The App itself is present on the homepage
to allow a clear look and a recognisability
factor to be introduced.
@YourWhistles title is present as the main
feature of the promotion to catch the
customers eye immediately.
Key information to advertise the app to the
customers, a short yet concise text.
The QR code is present to allow the
customer to purchase the app immediately,
sending them to the app store.
Using the website as one of the main promotional tools brings
the customers who use the Whistles website together with the
opportunity to download the app. With the original layout
which the website has had for many years, the two titles
‘New Arrivals’ and ‘Latest Products’ are clearly pointing the
customer in the right direction. The title and the invitation to
the App draws the customer in and allows a clear description
of what the app has to offer and what they can expect. Sat
alongside an image of the app it allows yet another sense of
continuity for the customer. The QR code is on the front of
the homepage and is large to push the connection between
the brand and the customer. Placed within the frame of an
iPad, the website is shown in all forms of technology, which
will yet again add a secondary element of promotion for the
app.
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51. 46
Omni-Channel
As technology has matured over the years, there is a sense of reliance
on it and our connection with the outside world. Very few will go a
day without using the internet as means of gathering information
fromalargersource.Theradiohasbeenaroundsincetheearly1900’s,
yet we still use this as one of the main origins for news. Whistles has
had an incredible re-birth since Jane Shepherdson joined the team,
creating a new and exciting look and path for the brand to follow.
This has had an effect which none of the customers nor competitors
were expecting, making it not only exciting but almost unexpected.
As the main feature of the campaign is the App, it is only right
that digital communication be the largest promotional tool for the
launch. Working along side the app itself, the website and the online
magazine feature, Jane Shepherdson is to make an appearance on
Radio 2 to help encourage the promotion of the app. Explaining the
functions, positives and the benefits of the app, there will be a half an
hour feature by Shepherdson herself, playing music you can find on
the app, discussing places to eat and what to do this weekend. This
repetition and mirroring of the app will create synergy throughout
the campaign and allow the customers to gain a true insight of what
to expect. Although many celebrities are commonly found to feature
on Radio 2, a CEO of a fashion brand is rare, making is an incredibly
new experience for all.
52. Magazine Article
The magazine article will be released in the Whistles catalogue which is
available in store as well as an exclusive feature in online UK Vogue. As the
relationship between Whistles and Vogue is strong and many garments
and accessories are not only featured but highlighted, it is important for
the brand to promote this relationship. Known as the ‘Fashion Bible’ it
seems only right for the new app to be promoted here, as well as the QR
code. With a small feature to be placed in the Daily Telegraph too, the
promotion and encouragement for downloading the app will be powerful
- reaching as many customers as possible.
With the campaign being digitally focused, the article will appear on the
online version of UK Vogue, but will also be featured in the magazine with a
link to the online version. It is becoming more common to read magazines
and information online, for not only ease but for increased sales. One is
able to access Vogue magazine on your phone and other devices, making
the viewing time increase due to convenience.
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55. 50
Swing Tag Designs‘The word we
use often is
“effortlessness.” To
wear our collection
is to look like you
haven’t tried too hard
-- they’re easy pieces,
not too dressed up,
slightly minimal and
pared-down.”
- Jane Shepherdson
When it came to the swing tags, the existing Whistles labels are very simplistic, with
the brands logo on a white rectangular tag, with information about the item on the
reverse. This fits the brand perfectly with what they want to achieve, leaving all of the
attention on the garment itself not to distract away from the main focus. However,
the new swing tags are there to capture and attract the customers attention and make
them question the new design. The front of the tag comes in 2 colours, with opposing
reverse colours to allow continuity throughout the shop. The two colours were chosen
from the Spring/Summer 16 trend Floral Haze, they are soft and muted, yet when
placed beside one another a stark contrast is created.
The reverse of the tag again has the QR code on, meaning that without purchasing in
the shop the customer is still able to obtain the app, with a short text of what the app
has to offer. The simplicity of the Whistles ‘W’ is the main focus, as it connects back
to the brand and previous campaigns they have published, but allows the customer to
recognise the brand and connect with them on another level.
56. 51
Evaluation of Campaign
Fashion is a fast paced, modern
and blossoming market, where
technology has a growing influence
on how fashion is not only seen,
but communicated to the audience.
With the creation of QR codes,
watches, phones and tablets, there
is almost a dependancy to capture
the action ourselves - even though
live streaming and social media
allow us to experience the whole
atmosphere from the comfort of
our homes.
With this new element to brand
experience, simple aspects like a
website or an app allow a continual
relationship between the consumer
and the brand; pushing promotion
to another level. The statistics
into the amount of time spent on
the internet is astonishing, with
31 hours a month spent looking
at a screen. This, however, will
not come as a shock to many,
but for a brand wanting to stand
out against their competitors, a
simple clothing app or a beginners
website no longer makes the cut.
With video elements, blogs from
the CEO and even promotion of
other businesses, the want for a
straightforward shopping site is
no longer there - something more
sophisticated is required.
‘@YourWhistles’ explains and
understands the pressures of every
day life for the customer base of
the brand, meaning that issues like
beauty, adventure and health are
studied and precisely targeted to
what the Whistles customer would
buy into. This market research
allows a true sense of connection
between the customer and the
brand, meaning that there is a new,
untouched relationship which
none of the competitors nor luxury
brands have delved into. With the
burning questions of: where to go
for lunch, what to do on a rainy
day and even daily suggestions of
events or pop ups available to visit,
@YourWhistles creates a new form
of networking which is yet to be
discovered.
With many brands aiming at the
same audience, with comparable
pricerangesandbrandexperiences,
this app has created a platform for
the brand to sit on, and not only
advise on fashion wear, which
the brand is set out to do, but
focus in on the lifestyle of the
customer. Although some would
see this as a form of dictatorship
and control, there are eight main
categories in which the customer
can locate information. From
music for a dinner party to music
for a run, holidays and adventures
around the world, to exhibitions
and events happening across the
county, the endless possibilities
enable every customer, male or
female to become educated with
what is around them.
Within fashion the possibilities of
creation and a unique selling point
are quickly becoming extinct, with
a much more personal approach to
fashion; this is why Whistles have
createdsomethingmagical.Thegap
in the market allows a true sense of
innovative thinking looking at the
market and realising the potential.
Although there is a high upkeep
to the app, it will connect with the
customers on a new level, making
the gap between consumer and
the brand ever smaller; something
fashion has been waiting for.
