Justification Blogs
Home Page
We have chosen to go with a parallax style homepage and website to create a more modern and visually appealing website. The parallax style creates a more engaging, interactive and entertaining web experience. This is a step up from Supre’s plain usability design at the moment, and we hope to improve on Supré’s bounce rate and site visit times through a more visually appealing and interactive layout.
We have utilized a Purple/Pink Sunset background video that captures the vibe of our trend as it grabs different colours we use in our range, and portray the overall message of “Brighter Days” that underlines our digital message. At the top of the page we have a menu with links to all of the relevant pages. Down the side we have clickable links to Supré social media accounts. This Socials bar stays down the side of the page as you scroll so it is easily accessible from wherever you are on the page, and doesn’t get hidden away down the bottom of the page.
At the start of the page we have 3 scrolling banners with clickable links to the new collection, Supré hub and Supré events. We want the customer to be drawn to our new collection, as well as the Hub and Virtual/IRL Events as they are new innovations we want the customer to see and connect to.
Scrolling down we have included 3 tiles with clickable links to our brand story, our brand ambassadors and our sustainability initiatives. We have included the brand story as we think it is important for the consumer to view and connect to the overall essence of the brand we want Supré to become. The Brand Ambassadors tile is important for consumers to view as these are the people we will be collaborating with across different platforms to get assist in getting our digital message across.
Next, we have included some tiles with clickable links to our store with key categories from our range – Swimwear, tops, and bottoms. Below this we have sliding images of flat lay outfits displaying outfits for occasions we think connect to the Supré customer – Nights out, Days by the beach, and brunch with the girls, we have also included one of our incense, as this is a new product that we want to be visible. We have included imagery behind the images to match the product/outfits intended use, making it easy for the Supré customer to imagine herself wearing the garments to different events.
Vibe Clip
This clip illustrates the tone and message of our capsule range through exploring visual communication which highlights the overall vibe of the range. We advocate for meditation, mindfulness, wellness, and social issues such as women's equality, body inclusivity, sustainability, and ethical practises within our range. Our clip depicts the Brighter Daze ideals through visuals which represent the emotions and message we are conveying. Lots of luminescent sunrises and sunsets indicating bright, beautiful starts for every new day which to grab hold of and take advantage of. Connection to nature and one ‘self is an underlying theme that encompasses the clip with beautiful shots of flowers, luscious gardens and luminous skies along with moments of contemplation and stillness to provide contrast. Also included are brief snaps paying homage to the psychedelic nature of the trend with vivid, sparking neon lighting surrounded in hues of purple and pink preparing the customer for the carefree partying spirit which lurks in our trend. Throughout we express diversity and inclusivity to accurately portray the morals and ethics of our collection, being so important to our message. Finishing off the vibe, our clip ends with a soothing moment of stillness to capture the moment and take it in with a meditation reference facing a sheer mountain range sitting just over the other side of the crystal-clear lake. Finally, a spectacular and bright sunset over a beautifully still desert with a shadowed mountain range in the distance. The perfect end to a perfect day leaving our customers with a sense of invigoration for the future and Brighter Daze ahead.
Influencers/Brand Ambassadors
Brand Story
For our website design we decided to implement a tab outlining a brand story behind our range. We want this written description to capture the essence of what the “Brighter Days” range is about and what values it carries with the Supre brand.
Further along we discuss our initiatives to better connect with Supre’s target customer and work towards building Supre towards feeling more like a community brand in which girls feel like they’re apart of a group. We outline our specific mental wellness initiatives such as yoga practice, meditation classes and wellness shops so that the Supre customer can feel like their best selves when buying into Supre
Additionally, as part of increasing the sense of community with Supre there is announcements made for both physical and virtual events outlined on the hub to better connect Supre’s customers and build their reputation as a brand that is consistently providing proactive ways to empower the young women of today support them to be their best selves.
Lastly to go over the specific details of the “Brighter Days” range there is a short description of Supre’s new push towards more sustainable fashion. Within this post it outlines that the collection is Supre’s most sustainably produced clothes yet and that future endeavours are going to be made to encourage the use of more sustainable fabrics. Within this area of the hub to encourage customers to be involved in sustainability practices a clothing recycling program for Supre customers is included.
Innovations
For our innovations page we have stuck to the same parallax layout with the same video background, in order to keep the page visually consistent with the rest of the website. We have used images that convey our innovations visually so that it’s not all text. we have made use of a filter over each image to keep them looking concise with each innovations images.
We have chosen to use virtual reality in a variety of different ways, in order to connect with our customer on a more personal and experiential level. Some of those methods include virtual reality meditation and yoga classes, which relates to our focus on wellness and the promotion of mental and physical health for our girls. The brighter daze range initiative is created with the intention of building a deeper connection with our customer base as well as helping our customer discover themselves in a healthy manner.
Another connection we have tried to form with our customer base is through the use of physical and digital launch festivals/events, that the Supre customer is able to take part in online or in person depending on their age. By reaching into the Virtual Realm, it gives Supre the opportunity to connect to a wider range of customers and it also allows them to be more inclusive because people going to the events are not tied down by the location, they live in. By doing this Supre will be able to create a community they did not have before.
By using the Bluetooth Smart chip technology, we intend to bring Supre into the digital world. This feature will streamline the way people shop and care for their clothing in store and online as well as help Supre keep a connection with their customer after their clothing is out of their care and into the hands of their customer. Helping Supre go above and beyond their duty of care while also saving the environment by removing useless tags and mechanising their functionality.
By launching a Supre app it will tie in all the features proposed such as the Bluetooth tags, digital events, and meditation classes. This will help the Supre customer keep connected to Supre and will allow for Supre to not be left behind by its competitors who already have their own apps and unique features.
Supré Hub
The Supré hub page isn't fully complete yet, but we have utilised a different background to differentiate it from the rest of the website, to help it stand out as its own new entity on the site. We have included examples of different kinds of content we want to include in the hub, as well as tiles down the bottom that will have links to the details to the events we aim to run as a part of the Hub to build a greater sense of community amongst Suprés customers.
Brand Ambassadors
We have chosen to have DJ Tigerlily as she appeals to the target audience and stands for equality, fun and wellness. These themes are prevalent in our marketing campaign. The ambassadorship is going to be an ongoing relationship throughout the campaign. DJ Tigerlily will be appearing in Supré's photoshoots and social media as well as the Brighter Daze collection/Supré being showcased on her social media. We believe this creates a stronger campaign as consumers trust the ambassador as the brand/ambassador relationship is shown to be strong. The cost price of $30,750 for DJ Tigrlily is justifiable as she has over 500K Instagram followers and she will be doing ongoing work with Supré, such as photoshoot and collaborations.
We chose to collaborate with the charity Beyond Blue as we believe it is a very important charity that speaks to our target audience. This collaboration is evermore important as there has been a growing mental health toll on our audience through the COVID-19 Pandemic. As the customers will be returning to life out of lockdown we think this charity will be helpful in the transition, making raising awareness to the charity essential. We decided to have to create the 'Brighter Daze Sunset lamp' as a tangible item to purchase to help with raising funds for the charity. The donations to Beyond Blue will be 75% of profits.
By having DJ Tigerlily as the designer and face of the product it will grow the reach of customers. The lamp positively impacts peoples mood, it can be used in meditation or just day to day life. There has been a competition included, if you buy a lamp you go into the running to go to a Supré Hub meditation session run by Beyond Blue. This compassion creates hype and excitement around the product which will create sales and charity donations. The competition also helps promote wellness and our new Supré Hub.
The second brand ambassador Jacquie Alexander has been chosen due to her relevance to the Supré customer. Reasons we chose Jacquie are that she has worn Australian fast fashion on her Instagram, she also lives a young and vibrant lifestyle in Perth which reflects our campaign. She is a more affordable ambassador compared to DJ Tigerlily which makes her a viable option.
The Brighter Daze Healing Box is an integral part of our marketing. This box being sent out to influencers and being shown on the social media will bring awareness to the Brighter Daze collection and Beyond Blue. Making the boxes available for customers to purchase allows them to experience the excitement of the box too, instead of only seeing an influencer have the products.
We have included an area for the Supré customer to become an ambassador. This gives the customers a great opportunity to grow their network and their career. There is criteria of at least 3,000 followers on either Instagram or Tik Tok as these are Supré's preferred social platforms. This also helps Supré as they will now have ambassadors that have the passion for the work and the Supré brand.
