Nike Campaigns

Unlike Russell & Bromley, as Nike is such a well known brand globally, they don't always need to feature every product within their campaigns. They will often have a sports personality as the face of the advertisements, and they are always reflecting the brand by being all about sport.

Also, they often have some form of 'strap' line to also mirror and represent the celebrity or sport they are advertising. 

However, even though our brand is sport orientated, the main reason we are not going to reflect this in our campaign is because we felt that there was a niche for sports bags that didn't always look like sports bags. Whereby a woman could take her bag to work with her, and not be embarrassed about carrying it around the office all day and whatever else. 

The main input Nike will have with our product is, not only a collaborator, being able to offer new technically advanced materials and scientific input into compartments within the bag and he general usage of the bag.

Clare

Russell & Bromley Campaigns

Russell & Bromley and Nike, where chosen as the brands to represent our bag. Introducing a collaboration between the two.

Focusing on the promotional side of the product, I then set about looking at previous, and also current, campaigns that both brands have produced to try and gather ideas for ours.

Russell & Bromley have a current campaign, which I spotted in the 'Style' magazine that is featured within The Sunday Times, whereby the model is placed in front a large rock like backdrop and all attention is on her and the product. It shows the typical woman that would wear the product, and also what sort of outfit they would wear it with.

As Russell & Bromley are a brand that only focuses on shoes and handbags, they have had to style the models to suit them and I personally feel it has been very successful. 

Clare

Target customer for gym bag

Customer Profile Board

Intended consumer

Woman

Between the ages of 25-35

Business woman

Single and independent

Living in an affluent area

Disposable income isn't an issue

Interested in fashion, fitness and work.

Clare

Promotion

Point of sale

this is the poster in a point of sale situation

I have superimposed our bag to give an impression of how the real advert would look.

Lydia

Pitch

A New innovation in gym bag design bringing together a collaboration of two major brands, combining them to create a unique new product, which encompasses style and practicality.

From our research we identified weaknesses in the Gym bag market. Currently gym bags do not focus their attention on Smell, wetness, Size, and Aesthetics, which can make using a gym bag an unpleasant experience.

The scenario we though up for our target customer was a young professional around 25-30 who had a 9-5 office job but still wanted to find time to workout during lunch. Rushing around and commuting makes her want things to be as simple as they can and she doesn’t want to be lugging multiple bags around with her all day. So we came up with an all in one solution, a gym bag in disguise as a suitable bag for the office. This bag would have watertight and smell tight compartments but also have room for the needs of the office.

So we took it upon ourselves to find appropriate solutions, which include a water and smell-retaining pouch with Aqua seal zips. Silica gel pockets have also been incorporated as these reduce moisture that has escaped during use. The overall excellent aesthetics due to the collaboration, harnesses the style from Russell and Bromley and practicality from Nike.

For research we decided to focus at looking at the existing gym bag specification and how it dealt with problems faced at the gym. One of the bags we looked at was a bag designed by a gym for gym use. It contained features such as a membership card holder and locker pouch but didn’t solve any of the issues we came across so we felt that we had found a gap in the market for out    

Our gym bag is at the cutting edge of style and functionality and meets the needs of our target customer creating the perfect product for a gap in the market.  

my boards for the presentation, they still need tweaking

Trend board

This is a trend board showing the style inspiration and colour pallets for the trend - cinematic.

Lydia