ABOUT

DIVINE IS A NEW PRODUCT RANGE IN THE AREA OF FASHION AND HOME WARE. THE UP AND COMING BRAND IS PROMOTING A CAMPAIGN AIMED AT WOMEN AGED 16- 70.
RESEARCH SHOWS THAT MOST WOMEN ABOVE 16 SUFFER FROM UNHAPPINESS, ANXIETY, LOW SELF-ESTEEM, DEPRESSION AND EATING DISORDERS.
THIS IS DUE TO THE PRESSURE TO CONFORM THE IMPOSSIBLE STEREOTYPES , ESPECIALLY BY THE MEDIA AND MEN.
THEREFORE THE ‘DIVINE’ CAMPAIGN BELIEVES THAT EVERY WOMAN HAS THE RIGHT, WHATEVER THEIR SIZE, SHAPE OR FORM, TO FEEL HAPPY ABOUT THEMSELVES. THEREFORE WE PLEDGE TO CAMPAIGN FOR BODY CONFIDENCE TO INFLUENCE THE FASHION, BEAUTY, DIET, AND MEDIA INDUSTRIES – AND THE GOVERNMENT TO:
- ENSURE HONESTY AND TRANSPARENCY IN ADVERTISING,
- PROMOTE DIVERSITY OF BODY SHAPES AND SIZES USED IN MAGAZINES, ADVERTISING, BROADCAST AND CATWALK.
BY CREATING A NEW PRODUCT RANGE SELLING EVERYTHING ANY WOMEN WANTS AND NEEDS TO FEEL GOOD WILL HOPEFULLY MAKE WOMEN OOZE WITH CONFI- DENCE AND COME TOGETHER AS A TEAM OF STRONG , BEAUTIFUL WOMEN.

DIVINE IS AN ONLINE STORE WHICH SELLS FURNISHING MATERIALS AND CLOTHING DESIGN FOR WOMEN. THE SITE HAS TWO SEPARATE SECTIONS , ONE FOR HOME AND ONE FOR FASHION. THE CLOTHING SECTION RANGES FROM BASIC DAY WARE TO DRESSES AND GOWNS , ACCESSORIES ARE ALSO SOLD FROM SCARVES TO HATS AND SOCKS.
IN ORDER TO ATTRACT THE APPROPRIATE AUDIENCE , THE HOME SECTION HAS A VERY BROAD RANGE AS MANY WOMEN ARE HOUSE PROUD AND LIKE THEIR INTERI- OR DESIGN, ESPECIALLY IN PERSONAL SPACES LIKE BEDROOMS, SOMEWHERE WHERE YOU CAN USE THE ROOM TO EXPRESS YOURE CREATIVITY AND PERSONALITY. BEFORE ENTERING THE SITE THERE IS A SHORT QUIZ WHICH YOU CAN OPTIONALLY TAKE, THE QUIZ FIGURES OUT WHAT KIND OF PERSON YOU ARE AND CREATES A PERSONALISED SHOWROOM AND PROFILE ON THE WEBSITE FOR EACH VISITOR. THE RESULTS ARE BASED ON FLOWER MEANINGS , AND EACH MEANING HAS A DIF- FERNT TEXTILED STYLE TO IT.
DIVINE ALSO HAS ITS OWN IDENTITY AND BRANDING DESIGN FOR PROMOTIONAL PURPOSES INCLUDING PERSONALISED SWING TAGS, BAGS, DELIVERY PACKAGING, A BROCHURE AND FLYERS

TO KICK START THE CAMPAIGN AND ‘DIVINE’ AS A BRAND, THERE WILL BE AN ARTICLE WITHIN ‘THE HUNGER’ MAGAZINE PROMOTING AN EVENT OF THE CLOTHING AND HOME WEAR RANGE OF THE NEW COMPANY. THE ARTICLE WILL CONSIST OF A PHOTOGRAPHIC STORY AND A SORT PIECE OF EDITORIAL COPY EXPLAINING WHAT DIVINE WANTS TO ACHIEVE , TO WHICH AUDIENCE , LINKS TO THE WEBSITE AND DATES OF EVENT AND LAUNCH. BOARD 3 THE PHOTOGRAPHS WILL BE FASHION BASED AND ABSTRACT , USING THE THEME OF THE TEXTILE DESIGN WITHIN THE PRODUCTS. THE PHOTOGRAPHS PURPOSE ARE TO ATTRACT THE ATTENTION OF A FEMALE AUDIENCE AND SELL THE QUALITY OF THE DESIGN TO COME.
MY SECOND METHOD OF DISTRIBUTION IS THE EVENT, IT WILL BE BASED UPON A DOUBLE DECKER, OPEN TOP BUSS. THERE WILL BE A TEAM OF WOMEN ON THE BUSS GIVING INFLUENTIAL TALKS , HANDING OUT FREE T-SHIRTS AND FLYER’S WHICH WILL PROMOTE ‘DIVINE’ TOWARDS WOMEN. THERE WILL ALSO BE ‘FEEL GOOD’ ‘GIRLY’ MUSIC PLAYING FROM THE BUSS TO ATTRACT THE APPROPRIATE AUDIENCE.
THE BUSS WILL TRAVEL TO 4 LARGE CITY’S AROUND THE UK AND STOP IN THE CENTRE FOR A COUPLE OF OURS.
THIS EVENT WILL HAPPEN A WEEK PRIOR TO THE WEBSITE LAUNCH.
THE DIVINE ‘SHOPPER’ APP ALLOWS YOU TO SHOP USING A MOBILE DEVICE, IT IS SIMPLE TO USE AND LETS THE CUSTOMERS LOG INTO THEIR ACCOUNT AND MANAGE THEIR SHOPPING.
THE APP IS ACCESSIBLE THROUGH QR CODES WHICH ARE PLACED ON FLYER’S HANDED OUT DURING THE EVENT AND WITHIN THE ‘HUNGER’ MAGAZINE ARTICLE AND ON THE WEBSITE.
THE APP IS ALSO AVAILABLE THROUGH ITUNES.
THE APP AND ONLINE STORE SELL’S A LARGE RANGE OF HOME FURNISHINGS , ACCESSORIES AND CLOTHING. THE FLORAL, UNIQUE TEXTILES ARE AIMED AT A FEMALE AUDIENCE WHO FEEL CAN RELATE TO THE ‘WOMEN POWER’ CAMPAIGN.
DIVINE IS TRYING TO PROVOKE A POSITIVE REACTION FROM ITS CONSUMERS, TURNING RETAIL THERAPY INTO REALITY FOR EVERY WOMEN IN DOUBT OF THEMSELVES BY SELLING THEM A PRODUCT THAT FITS THEIR PERSONAL QUALITIES THROUGH FLOWER MEANINGS.