Chloe (2016)

Celine bouly is a French model with Chloe being a French. Brand Other models Ari west phal is an American model and Antonina Petkovic is an Serbian model. Ilvie whittex is an Australian model. Chloe (2016)

Target market is the target market clear Segmentation and audience theory All copywriters must

understand the product and it’s target audience. Bowdery, (2008) The target audience is young professional women age 20’s. with a lot of disposable income and that are interested in fashion. Chloe spring summer ad campaign is targeted for woman with leisure time. they have tried to market their products to a upmarket target group and luxury clothing.

Segmentation Market segmentation is how businesses show understanding of their customer Weinstein (2004)

Target market The target market is term referred to when a business selects a group of people to target their product act and to meet their needs. Weinstein (2004)

How successful have they identified the target market? Chloe have successfully identified the target market because they have chose the right models at the right age and the right location to shoot their campaign advertisement.

“adventurous, free-spirited, impulsive side of the Chloe girl” – Clare Waight Keller, Chloe Creative Director” this picture demonstrates that girls have gone on holiday to explore independently and somewhere exotic

Identify the message Chloe’s 2016 aim is to tell a story through the use of images of the girls in the latest 60’s trend and the girls are on holiday in a sunny place. The girls are carefree and enjoying their holiday with their friends. The company is trying to sell a life style to their target market if you want to be care free and explore and enjoy life then their consumers should buy their clothes. Chloe girls seem happy and free spirted.

The picture demonstrates that the girls are relaxed by wearing loose fitting clothing they wear and hair and makeup looks natural showing their natural beauty

Klapper,s 1960 cited (Egan,J 2007) communication model term is stated as the concept of communication was the move idea of feelings, knowledge and motivation from one person to another. Schramm 1995 cited in (Egan,J 2007) developed the basic model of mass communication process is simple it it’s images but translating that one element needs to be consider that is to understand the need for quality and the link between each element. Schramm communication model suggests two way communication have response and feedback device build in such as the source or the sender may change the message or the media if necessary . The message is made up of appropriates and images, symbols and music.

“The time of day shifts subtly throughout the series and the “sun-drenched images invoke a spontaneous and cinematic vibe. Senatus (2016)

Identity the media objectives and consider the media has been used According Whitaker, Ramsey & Smith (2012) in addition to

competition from the internet mainstream information providers are having to cope with twitter YouTube, blogs post and Facebook. Demands of 24/7 news cycle has changed the implications of communication for media writers as they are the one’s that try to explain what people pay attention to and why they pay attention however how the message get’s lost. There are two types of communication interference that can happen physical noise and semantic noise are involved in the message transmission. Whitaker, Ramsey & Smith (2012)

This is a video by Chloe called chase the sun and the girls are basically talking in the background and saying it’s like chasing the sun by using a metaphor at the end of the video the Cloe logo appears

Marketing communication is about requiring clear measurable objectives to be set by using the appropriate media. Esen,Charlesworth& Gay (2007)The Chloe spring summer add campaign is on their Facebook page, Instagram, Twitter, pintress it has a small clipper features on YouTube and an international Chinese blog called weibo it is also featured on google.

Identify the use of theories and models used such as FAB, USP,AIDA,KISS and WIFFM Aida is a hierarchy model it is used for to explain the key stages of

personal selling it stands for Awareness, Interest desire and action Fill (2009) The target audience needs to know why they need to buy the product and the consumer needs to know how the brand will improve their lives solve a problem or address a specific need. WIFFM (what's it in for me). USP is a unique selling point or proposition that separates it from it competitor Berman (2012) KISS: Keep it short and simple FAB Features advantages benefits

Awareness The Chloe campaign is trying to raise awareness through it campaign by showing the Chloe girls and that they are travelling to Buenos Aires Argentina. In the campaign it says “I really want to create a new energy for Chloe this season” (Keller, 2016)

Interest The campaign shows in the pictures that the girls are on an adventure with their friends and they are carefree and have come to enjoy their time on holiday. In the campaign the girls are wearing clothes from Chloe collection 2016, which has a bohemian style and loosely fitted tops. This makes the consumer think about what clothes to buy for the summer.

Desire Chloe is trying to sell a life style through their collection because it is trying to say if you buy the clothes you could have that lifestyle. For example they represent a more adventurous, free-spirited, impulsive side of the Chloe (Keller,.2016))

Action The consumer buying clothes from spring summer 2016 collection and the consumer may want to look at other Chloe products and click through the pictures of the girls in Argentina. WIFFM (What's it in for the customer) The campaign add is trying to say that it could be you if you buy our clothes you could go on holiday to Buenos Aires and see the different places.

Antonina and Ilvie are overlooking over the bustling streets of Buenos Aires Argentina

FAB Features when Chloe decided to shoot this campaign they tried to make it look different by having the photo’s taken in modem places and old historical places. It makes it look like that the campaign is photographed in a exotic place. Benefit and Advantages : The location has been selected carefully to show that consumers could wear the clothes to suit a holiday location. USP Unique selling point. Chloe is marketing a product by telling a story through photo’s.

Consider the Appeal and comment on the design

Antonina and Ilvie are soaking up the summer sun in loose fitted clothes hair is naturally curly with sun glasses a top with tassels like a boob

The Emotional Appeal in this advertisement campaign is that Chloe is trying to make Woman feel glamorous and comfortable but still being in trendDesign: The Chloe campaign has selected a photography because of his style of photography Clare Waight Keller, states that she “really appreciate his youthful eye and spontaneity behind the lens.” Chloe 2016 Appeal is the advertisement appeal that capable by the increase of the breadth of approaches to communicate the core brand message Williamson 2002

Examine the use of language and image It is warm sunshine, each girl glows with unique personality and an individual sense of style -the season’s technicolour ombré silk dresses, printed lace and athletic, romantic separates are captured in the dazzling sunlight. Arc street (2016)Use of Language The campaign uses pictures to tell a story of Chloe girls that they are with friends on holiday wearing clothes by Chloe spring summer 2016. Use of image Ari wesphal is embraces the carefree spirit of Buenos Aires adventurous, free-spirited, impulsive side of the Chloe girl” Ari Wes phal American model is standing with her arms out wearing black skirt the hair is natural she has got no make up on. The model is wearing sunglasses with a brown side bag. The photograph has made it look like that the models have not got any make up on and not brushed their hair. The photo has been shot in a modern place where the sun is out and a white building in the background with cars on the street. The photo’s have been taken in modern times and old with old historical building in black white. Chloe girls are wearing loose fit clothes that are in trend with spring summer collection with colours like red white, blue beige white and green in and a bit off yellow white stripes on the trousers see slide 3. one of the girls are wearing a floral print dress. The pictures have been taking like the girls are travelling around in different places in Buenos Aires Argentina with friends. See all photo’s

Compare with other campaignsLove is story is about expression of a free woman “declaration of femininity. A proclamation of freedom”. The man sees her and is charmed by her femininity natural elegance. An allure touched by freedom and grace which talks about love story being a modem story of seduction freshness and the cent of orange in the perfume attracts and sensuality of the orange scent attracts him the flower of happiness makes her more desirable than ever. An unforgettable essence of seduction. The secret is unlocked a symbol of affection all there is a padlock, her fragrance which precious jewel in pleated glass During the day when there is light the girl disappears when the man opens the door she is free will she be back attitude and love story of Chloe scent. Chloe (2016)

In the photo there is two photo’s of Melanie poesy one she has her back turned and she is holding the perfume and the other she is slightly turn away and looking back love story and Chloe in white and bold writing. The picture has the perfume a clear glass bottle in gold. night in Paris. Sparkling lights and musician A crowd. And her. The picture has been taken in night. In the video there is party on roof and from then the boy and girl eyes meet and they are attracted then they both hold hands and go away together with Vanessa Paradis singing Mi Amor in French for the music background. Chloe (2016)

https://www.youtube.com/watch?v=rDi5wyHABb4The Chloe spring summer 2016

ad is about Chloe girls travelling and exploring Argentina with friends wearing spring summer collection 2016 the clothes are loose fit and the photography has made it look like that their hair and makeup is natural. The pictures tell a story as in the pictures the girls are in one place and another. Chloe are trying to sell a lifestyle buy getting consumers to buy their clothes. in this picture the girls all meet together at the end in black beige clothes and one girl is wearing sunglasses

Obtain consumer reactions

“A tumble of breezy curls, sun-kissed faces and fleeting glimpses of summertime friendship.” Chloe 2012

According to the official Facebook of Chloe 8,444people are talking about the add and 5 698 people liked the new page. Consumers have commented on face and liked the spring summer collection 2016. The photo’s of the campaign featured on face people have liked a total 115. Their twitter presence has got 1.657 tweets, people following the campaign 3,063, people who have already followed the campaign 366k and like 153.On their Instagram page the brand has 634 post, 1.8million followers and 96 followers. Chloe Pinterest page has got 39 boards 2.3k pins no consumers have liked it, 29.6k followers and 59 following. The brand has received for the spring summer campaign follow they rainbow on you tube has got 1,672 views meet the girls have received 2,501, chase the sun 1,887 views a glimpse of the sun has got 1,143 views, these views the brand had got from consumers were 1 month ago Hudson new spirt has received one week ago 491 views and all together 12,812 consumers have subscribed to their YouTube channel

Evaluating the overall success Chloe has tried to sell a life style through their spring summer campaign and the message they are trying to convey to their female consumers is that if you buy our clothes then you could have life of the Chloe girls. The pictures tell a story of girls on holiday in Argentina taking an adventure. Chloe girls are carefree and free spirted with their friends each photo is taken in different locations in Argentina. Photographer Theo Wenner has made it look like in the pictures that some photo’s are photographed in modern times and old historical places which you do not see in other ad campaigns.The hair and make of girls look natural like they haven’t put any makeup on or straight their hair which is also shown in pictures. This ad campaign is saying that woman can feel glamorous and comfortable still be in trend by sticking with their spring summer collection and spring colours. Chloe's campaign is trying to make consumers think about going on holiday where the sun is out. Cinematography has captured a sense of universal enhance and joy is infused throughout the story. Chloe (2016) “The mood of his sun-drenched images is instinctual and spontaneous, as shadows and sun flares accent each moment. Closely cropped, these moments feel personal, in-the-moment, echoing the up-beat buzz of city's streets.” The campaign is really good because it has had a lot likes, views and followers on their social media. Chloe has only used pictures and there is no writing been used in this campaign.

In this picture the girls look’s like they are in a high place looking down. The picture has been taken in a white background as you can see behind them is the sky which is faded and white clouds. The girls hair is natural curly with natural skin. They are wearing sunglasses and loose fit clothes with colours like white, light blue and green.

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