MMI 3033 Design Project 1 Media Innovation

Wednesday, February 8, 2012

The story board above is mainly playing with the visual and patterns as I though its suitable for a fashion brand. The content of this story board sketch is talking about a man who always rushing working for money to support his family but failed as he fell down and he will be blame for not able to support for his family need and bad reputation. Then here comes a lending hand from F.O.S where offers a better affordable price to him. He rushes to the store and afford to buy more good quality and presentable clothes to family and he feels his shoulder lighter to carry them.

This second idea is showing that shopping in F.O.S store is as easy and as affordable as playing game with lots of fun and free gifts and promotions.

This third idea is about a family man who got a calendar reminder on his phone remind tomorrow have a family reunion but his relatives are wealthy and wear classy. For social reason, he felt he needs to get some presentable clothes for his wife and kids for not embarrassing his relatives. He look at the window display where the mannequins dresses nicely with the prices displayed. He looked at the expensive prices and picture himself as the mannequin with the sad face and walk away to the next shop. He is able to sees himself smiling in the clothes the mannequin wearing with the affordable better price and still similar clothes. He look up to the shop brand and saw F.O.S.

Final Chosen Storyboard for TVC.

The idea of this TVC is to picture ourselves, all the people as the white mannequins with not much of facial expressions and the only tools to express ourselves and distinct ourselves from the crowd are what we wear.

Above each mannequin will have a label stating how much they spend in order to look good on their status and appearances. Then here comes a wonderful looking family wearing all nicely with a label wrote 'Total Family Clothes Cost = RM950" Next, there comes another family mannequins but they are in colours instead of plain white mannequin which shock the rest of the mannequins but they are wearing similar clothes with the previous family. Both of them walking in the crowded city and they both saw each other with label stating different prices where the coloured mannequins family have lower price but they look as stunning and nice as the another family. And they are in colours, this is a metaphor to show that what they are wearing colours up their lives which is the F.O.S brand and the green coloured mannequin shows his palm with the F.O.S brand and tapped on the white mannequin guy and he turned into orange colour and both of them become having the same price and both happy as they both are in colours.

Strategy Board with revised and changed Target Audience

Concept Board

I was inspired by the diagonal shapes and colourful mannequins as an idea for my chosen media for my Minor FYP which are TVC and 3D Booth design.

Sunday, December 4, 2011

Situation Analysis - Big Idea

Key Facts :

F.O.S merchandise are free from pig skin. All merchandise are halal.
F.O.S sells women's clothes, men's clothes, kids' clothes, accessories, bags, footwear, eye wear, watches, caps, underwear and inner wear.
F.O.S merchandise are affordable and economic price range from RM 10 - RM200
F.O.S have been around in Malaysia for 14 years.

Objective

Want F.O.S to be the first destination for all Malaysians to go to when they want to shop for clothes.
To reinforce F.O.S brand into all Malaysians top of mind.
Hope this message is communicated through our stores as well as out slogan tagline: Find it. Love it. Buy it for Less at F.O.S!

Target Audience

Demographics

· Age : 25 - 35 years old

· Gender : Both gender

· Education : Fresh post-graduates and above

· Occupation : Student to Working Adults (blue and white collar)

· Income Range : RM 2000 - RM 4000

· Race & Ethnicity : All races

· Geographical Location : Urban and Sub-urban Areas

Psychographics

· Perception : Prefer attractive, simple little designs and comfortable but yet stylish at economic price for his family and himself

· Learning : Friends, family , internet, newspaper and magazine.

· Motivation & Needs : Comfortable and stylish clothes and accessories at low prices in order to be presentable, confident and stylish.

· Attitude & Personality : Care taker, mature,smart, wise money spender, like to appear simple and yet stylish to gain confidence and presentable.

· Lifestyle : middle class family life, stylish, economic, modern lifestyle.

Positioning
Factory shop concept, good quality, affordable and stylish. "Find it. Love it. But it for Less at F.O.S!"

Primary Message
Find your style in good quality, stylish F.O.S at the affordable low prices. F.O.S merchandise is affordable to parents who has started a new family who seeks for economic products for family but yet remain presentable and suitable to them as middle class.

Copy Platform
F.O.S merchandise are value for money, affordable to the youngsters
F.O.S merchandise have good quality, young & colourful clothes to match the youngsters' style.
F.O.S merchandise is halal
F.O.S have been around in Malaysia for 14 years.

Tone & Manner
Deliver the message in a more wise, mature,economic, a friendly buddy.

Mandatories
F.O.S Logo, F.O.S Facebook page website address, F.O.S Twitter page website address.

Thursday, December 1, 2011

Basic Situation Analysis Report Chapter 10 &11

9.4 Interview

9.4.1 Person In Touch

An interview was conducted in order to get more information about the company and the brand.

Person : Nicholas Lo

Designation : Branding & Communications Manager

Phone Number

Mobile : 6012 721 8857

Office : 603 5569 5088

Fax : 603 5569 4088

Office : F.O.S (Factory Outlet Store)

Optimum Global Resources Sdn. Bhd.

No.20, U1/20 Jln Jurunilai,

Hicom Glenmarie Industrial Park,

40000 Shah Alam. Selangor Darul Ehsan.

Face to face meeting at F.O.S (Factory Outlet Store) Headquarters, Optimum Global Resources Sdn. Bhd. in Glenmarie.

Meeting time at 2.00pm

Below are the questions which were asked during the interview and answers.

Questions	Answers
What is the situation of the store's market ?	In general, the outlet stores are usually quiet but only strong during festival such as Hari Raya, Chinese New Year, Deepavali, Christmas and etc.
What is the issue or problems the products is facing other than lack of promotion?	We would like to expand make up products, improve the quality of accessories, give more variety to Men's clothes, kids' clothes and women clothes.
Which is the one among all the categories listed from merchandise or clothing that you think it still have space to improve in relevant to advertising?	New arrivals, our graphic tee, socks and nail polish are pretty good quality too.
Which brand is your competitor? Do you make comparison with any other clothing brands?	Brands Outlet. We are the first one who began the all-in-one fashion brand in Malaysia and few years later only exists BrandS Outlet. We, F.O.S outlets play better music, more colorful and F.O.S is the pioneers who lead the trend for outlet store.
Any achievement of advertisements been done in the past?	We seldom advertise. We are reverse to publicity and we believe our products quality and prices gain customers' trust. But we are slowly changing and starting to do more advertising in future.
Are the clothes sell in F.O.S made by F.O.S in-house design team? or get the products from other places?	50% of the products in the stores are made by our in-house design team and 50% are from stocklots and overruns.
What are the unique selling points of F.O.S brand?	Affordable, stylish and good quality.

Chapter 10: Precedent Studies

10.1 Advertising Strategy

10.1.1 Packaging and Labelling

(1)Baby shoe box. (2&3)Accessories without any box or packaging.

Adult and teenagers' footwear products do not have or require any box or packaging but just a simple label tag and hanger.

10.1.2 Advertising

Clearance sale and promotion advertisement on newspaper.

F.O.S sponsored a all men cheer leading team members uniform clothes.

And F.O.S this year came out new graphic tees with Mickey Mouse design and featured the Mickeymitez cheer leading team members for Hari Raya promotion advertisement on newspaper.