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The Cling Bag Collection: Mixed Media Bags Inspired by the Endangered Species and Biodiversity of

The Cling Bag Collection:

Mixed Media Bags Inspired by the Endangered Species and Biodiversity of the Philippines

p r e s e n t e d

C l a r i s s e

T e r e s a

I

b y P r o v i d o

.

h e l l o !

h e l l o !

h e l l o !
T h e C l i n g B a g C o l l

T h e

C l i n g

B a g

C o l l e c t i o n

“ C l i n g

t o

N a t u r e ” :

M i x e d

M e d i a

E n d a n g e r e d o f

N a t i v e

S p e c i e s

B a g s a n d

b y

B i o d i v e r s i t y

I n s p i r e d

t h e

P h i l i p p i n e s

r e d o f N a t i v e S p e c i

STATEMENT OF THE PROBLEM

What design framework and product approach can be applied to a bag and accessory product to become a more ecient deconstruction for segregation, and disposal after product use?

What existing raw materials available in the Philippines can be utilised to be made into bags and accessories?

How can Clarisse The Label brand be promoted, aside from its launch of bags and accessories?

OBJECTIVES OF THE STUDY

The project seeks to contribute to the revival of traditional Filipino practices, usage of waste and low-cost materials available in the Philippines, and the waste disposal of bags and accessories.

To provide a product design anchored on the “Cradle-to-Cradle” approach that will utilise and maximise waste, recyclable, and indigenous materials (natural fibers) as raw materials for the product.

To use corn husk (by-product of corn consumption), upcycled surplus fabric, recyclable brass as hardware, and other indigenous materials (natural fibers) that can be decomposed or can be reused in future collections and other uses.

To create an online campaign to introduce Clarisse The Label’s line of bags and accessories and to highlight the Corporate Social Responsibility of the brand as one of its selling points while promoting the other products of the brand.

t a r g e t

m a r k e t

p r o f i l e

TARGET MARKET PROFILE

PRIMARY TARGET MARKET

TARGET MARKET PROFILE PRIMARY TARGET MARKET

TARGET MARKET PROFILE

TARGET MARKET PROFILE SECONDARY TARGET MARKET

SECONDARY TARGET MARKET

TARGET MARKET PROFILE SECONDARY TARGET MARKET

o b j e c t i v e s

a n d

s t r a t e g y

MARKETING OBJECTIVES

To introduce and to launch Clarisse The

Label as a new brand of eco-conscious Ready-

to-Wear clothing, bags and accessories

To create a demand of mixed media bags

and accessories by Clarisse The Label that will

encourage

the

market

to

conscious items

buy

more

eco-

To increase sales and demand by at least

3

to

5%

from

accessories

initial

release

of

bags

and

MARKETING STRATEGY

By creating a traditional ad campaign that

caters to Filipino millennials from 20 to 37 years

of age, social class - lower class A to upper class

B, and residing in Metro Manila

By exposing target market to advertisements

and

curated

content

online

through

social

media platforms to introduce the brand, the specs

of the bags and accessories and the mission -

vision of Clarisse The Label

By connecting and redirecting target market

from social media platforms, advertisements,

and curated content online to the online shop

and website of Clarisse The Label

ADVERTISING OBJECTIVES

To create awareness of product offerings,

which are bags and accessories and ready-to-

wear items of Clarisse The Label

To educate the market of the impact of eco-

conscious lifestyle that adds value to the

environment and to one’s life

To encourage the market to participate in the

D.I.Y. workshops that include or show eco-

friendly

processes

on

clothing,

bags

and

accessories sold by Clarisse The Label

ADVERTISING STRATEGY

By tapping fashion and lifestyle bloggers that share the

same values with Clarisse The Label to showcase the

pieces

through

their

accounts

and

link

advertisements

redirecting to the page to trigger motivational factors of the

consumers when it comes to fashion items or articles

By showing short documentaries of the people who have

created the bag and accessories, the process of making

more eco-conscious bag and accessories, and the whole

source-to-consumer

processes

that

can

encourage

the

market to buy clothes, bags, and accessories

By strategically posting content on how to style and

create

additional

elements

mainly

for

the

bags

and

accessories;

using

eco-friendly

practices,

as

styled

with

clothing from the brand and invite the market to answer a poll

to

determine

the

availability

and

workshop or process

demand

of

a

certain

MEDIA OBJECTIVES

To maximise the frequency to reach most

reach and exposure through the various online

and offline mediums

To generate interest and eagerness towards

the launch of the brand as a new collection

while boosting the initial buzz as a new local

brand, while maximising the exposure of the

clothing and bag collection

To

reach

the

intended

target

market

by

effective promotions and to give value to brand

partners who are collaborators of the CSR

efforts of the brand

MEDIA STRATEGY

By using of variety of advertising vehicles, where the

target market is most exposed to and where they are

strategically placed, the promotional materials in both

physical and online locations

By launching teasers, introductory and event poster,

and details to spark curiosity and to gain exposure and

interest from target market

By implementing an effective mix of media and

optimizing frequency of advertising placements to

gain full exposure of the brand while offering partnership

packages to be part of the reach / exposure

promotional materials

of the

CREATIVE OBJECTIVES

To capture the essence of Clarisse The

Label

as

inspired,

a

resort

or

tropical

and

nature-

and to communicate it throughout its

products,collaterals, digital, and print materials

To be able to implement a campaign that is

relatable,

understand

meaningful,

and

easy

to

CREATIVE STRATEGY

By using warm colors, tropical images and

illustration

as

permanent

elements

and

graphics for the branding in all collections of

the brand

By consistently using a collage style graphic

design

or

layout

and

highlighting

brand

‘classic” images like the signature Clarisse The

Label brooch, paper flowers, woven abaca

patterns,

colors,

and

forms

of

the

whole

campaign - something cohesive and clear

C o n c e p t :

“ c l i n g

t o

n a t u r e

b a g

d e s i g n s

VISUAL INSPIRATION

VISUAL INSPIRATION
VISUAL INSPIRATION
G u b a t
G u b a t

B a g

P h i l i p p i n e

F o r e s t

T u r t l e

A r a w B a g r a y s o f t h

A r a w

B a g

r a y s

o f

t h e

s u n

a n d

P i n e a p p l e s

H a l i m u y a k B a g H i b

H a l i m u y a k

B a g

H i b i s c u s

f l o w e r

p e t a l s

L a y a B a g
L a y a
B a g

R e d

V e n t e d

C o c k a t o o

L i w a y w a y

B a g

P h i l i p p i n e

E a g l e

H i y a s B a g p h i l i p p

H i y a s

B a g

p h i l i p p i n e

g i a n t

c l a m

t h e

u n v e i l i n g c o l l e c t i o n

o f

t h e

b y

b y

a d

c a m p a i g n p r o p e r

t e a s e r 1 Month of January 2019 Medium: Facebook, Instagram, Store

t e a s e r

1

Month of January 2019

Medium: Facebook, Instagram, Store Facade, Backlight and Indoor Streamer

t e a s e r 2 Month of January 2019 Medium: Facebook, Instagram, Store

t e a s e r

2

Month of January 2019

Medium: Facebook, Instagram, Store Facade, Backlight and Indoor Streamer

i n t r o d u c t o r y a d Duration

i n t r o d u c t o r y a d

Duration and Medium:

4th Week of January - Young Star

February 2019 - Preview, Cosmopolitan, Status, L’Ofciel Magazine

February - March 2019 - Indoor Banner - Rockwell

October 2019 - Preview and Cosmopolitan Magazine, Facebook

November 2019 - Status Magazine, When in Manila, Noli Soli PH

December 2019 - L’Ofciel Magazine

s u s t a i n i n g a d 1 Duration and

s u s t a i n i n g

a d

1

Duration and Medium:

February 2019 - Preview and Cosmopolitan Magazine

May 2019 - Instagram

June 2019 - Facebook

August 2019 - Facebook and instagram

4th week of November 2019 -

1st week of December 2019 -

November - December 2019 - Preview and Cosmopolitan Magazine, Facebook , Instagram, When In Manila, Noli Soli PH, All Indoor / Outdoor Mall Placements

December 2019 - Northern and Southern Living

s u s t a i n i n g a d 2 Duration and

s u s t a i n i n g

a d

2

Duration and Medium:

February 2019 - Preview and Cosmopolitan Magazine

May 2019 - Instagram

June 2019 - Facebook

August 2019 - Facebook and instagram

4th week of November 2019 -

1st week of December 2019 -

November - December 2019 - Preview and Cosmopolitan Magazine, Facebook , Instagram, When In Manila, Noli Soli PH, All Indoor / Outdoor Mall Placements

December 2019 - Northern and Southern Living

p r o m o a d Duration and Medium: ➤ 3rd week of January

p r o m o

a d

Duration and Medium:

3rd week of January 2019- 4th week of February - When in Manila, Noli Soli PH

1st week of Feb 2019- Young Star

3rd week of January 2019- May - Te Amo In Store

1st - 2nd week of May 2019 - Young Star

May 2019 - Preview , Cosmopolitan Magazine, Southern and Northern Living, Greenbelt and Powerplant Mall In Store

s e a s o n a l a d Duration and Medium: ➤ March

s e a s o n a l a d

Duration and Medium:

March 2019 - Cosmopolitan Magazine

March - April 2019 Preview Magazine

March - April 2019 (periodic)- Facebook , Instagram, When in Manila, Noli Soli PH

April - June 2019 - Te Amo Floristería In Store

April - May 2019 - All Malls - Indoor / Outdoor

May 2019 - Facebook, When in Manila , Noli Soli PH

June 2019 - Instagram

a d v o c a c y a d Duration and Medium: ➤ April

a d v o c a c y a d

Duration and Medium:

April - May 2019 - Greenbelt and Powerplant In Store

September 2019 - Facebook

September - October 2019 - Instagram

AD PLACEMENTS : COSMOPOLITAN / SOUTHERN - NORTHERN LIVING

AD PLACEMENTS : COSMOPOLITAN / SOUTHERN - NORTHERN LIVING

AD PLACEMENTS : L’OFFICIEL MANILA

AD PLACEMENTS : L’OFFICIEL MANILA

AD PLACEMENTS : STATUS ONLINE MAGAZINE

AD PLACEMENTS : STATUS ONLINE MAGAZINE

AD PLACEMENTS: YOUNG STAR

AD PLACEMENTS : ROCKWELL

AD PLACEMENTS : ROCKWELL

AD PLACEMENTS : ROCKWELL

AD PLACEMENTS : ROCKWELL

AD PLACEMENTS : GREENBELT

AD PLACEMENTS : GREENBELT

AD PLACEMENTS: SM AURA

AD PLACEMENTS: FACEBOOK NEWSFEED

AD PLACEMENTS: FACEBOOK NEWSFEED

AD PLACEMENTS : FACEBOOK MOBILE AND RIGHT-HAND

AD PLACEMENTS : FACEBOOK MOBILE AND RIGHT-HAND

AD PLACEMENTS : INSTAGRAM

AD PLACEMENTS : INSTAGRAM

AD PLACEMENTS : NOLI SOLI

AD PLACEMENTS : WHEN IN MANILA

AD PLACEMENTS : WHEN IN MANILA

AD PLACEMENTS : CTL WEBSITE

f a s h i o n e v e n t

s h o w

EVENT BRIEF

EVENT BRIEF ➤ Cling to Nature: a fashion show and launch will be presenting and introducing

Cling to Nature: a fashion show and launch will be presenting and introducing The Cling Bag Collection at the SOMA function room, Green Sun Hotel, Makati on April 19-21.

The event is targeted to be a 3-day fair for the brand / event / media sponsors with Clarisse The Label pop-up store; as well as the debut launch of the Cling Bag Collection together with the 1st clothing collection of the brand.

i n v i t e s ,

f o r

e v e n t b o x e s

a n d

l u x e g u e s t s

i n v i t e d

s a m p l e

s e t - u p

s t a g e d e s i g n

s t a g e d e s i g n

s t a g e d e s i g n

p o p - u p s t o r e

a p e r i t i f c a r t s f o
a p e r i t i f
c a r t s
f o r
g u e s t s

g r a z i n g

t e f l o r i s t e r i a s h
t e
f l o r i s t e r i a
s h o p
p o p - u p

a m o f l o w e r

EVENT DETAILS : DAY 1 - VIP, GUESTS AND MEDIA

EVENT DETAILS : DAY 1 - VIP, GUESTS AND MEDIA Itinerary and Event Flow April 19,

Itinerary and Event Flow

April 19, 2018 - Friday

Ingress Runway Production Team- 7:00 am - 12:00 nn

Ingress Brand / Event Sponsors - 1:00 pm - 3:00 pm

Technical Check - 3 pm - 4:00 pm

Open Banquet Aperitif Catering - Cocktails - 5:00 pm

Open Workshop Area - 5:15 pm

Open Doors for VIP, Guests and Media- 5:00 pm

Introduction and Speech - 5:30 pm

1st Run Fashion Show Proper - 7:00 pm

Open Banquet Aperitif Catering- Dinner - 7:45 pm

Open Workshop Area - 8:00 pm

EVENT DETAILS : DAY 2 - 2ND SET OF GUESTS, VIP AND MEDIA

EVENT DETAILS : DAY 2 - 2ND SET OF GUESTS, VIP AND MEDIA April 20, 2018

April 20, 2018 - Saturday

Technical Check Runway Production Team- 7:00 am - 10:00 am

Ingress / Store Set up Brand / Event Sponsors - 10:00 pm - 12:00 nn

Technical Check - 12:00 nn - 1:00 pm

Open Workshop Area -1:15 pm

Open Door for Fair Goers - 1:30 pm

Open Banquet Aperitif Catering - Cocktails - 2:00 pm

2nd Run Fashion Show Proper for Invited Guests

and Fair Goers - 2:30 pm

EVENT DETAILS : DAY 3 - 3RD SET OF GUESTS, FAIR GOERS, BUYERS AND INTERESTED STOCKISTS

SET OF GUESTS, FAIR GOERS, BUYERS AND INTERESTED STOCKISTS April 21, 2018 - Sunday Technical Check

April 21, 2018 - Sunday

Technical Check Runway Production Team- 7:00 am - 10:00 am

Ingress / Store Set up Brand / Event Sponsors - 10:00 pm - 12:00 nn

Technical Check - 12:00 nn - 1:00 pm

Open Workshop Area - 1:15 pm

Open Door for Fair Goers - 1:30 pm

Open Banquet Aperitif Catering - Cocktails - 2:00 pm

3rd Run Fashion Show Proper for Invited Guests and Fair Goers - 2:30

End of Operation / Event - 8:30 pm

Runway Production Team Egress - 8:45 pm

EVENT SPONSORSHIP PACKAGES

EVENT SPONSORSHIP PACKAGES
EVENT SPONSORSHIP PACKAGES

EVENT SPONSORSHIP PACKAGES

EVENT SPONSORSHIP PACKAGES

EVENT SPONSORSHIP PACKAGES

EVENT SPONSORSHIP PACKAGES
EVENT SPONSORSHIP PACKAGES

b o u t i q u e

a n d

b r a n d

c o l l a t e r a l s c o l l a t e r a l s

a u d i o

v i s u a l

p r e s e n t a t i o n

p r o m o

v i d e o

p r o m o v i d e o

d o c u m e n t a r y

v i d e o

d o c u m e n t a r y v i d e o
u s t h a n k p l e a s e y o

u s

t h a n k

p l e a s e

y o u !

v i s i t

@ c l a r i s s e t h e l a b e l i n s t a g r a m

+

o n

w w w . c l a r i s s e p r o v i d o . c o m