audit 2
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This project explores how brands that were once defunct<br />
are able to reposition themselves in order to make a revival.<br />
Focusing specially on the controversial fashion brand Ed<br />
Hardy, market analysis identified the opportunity for the<br />
brand to utilise their original brand aesthetic and capitalise on<br />
current trends. An exploration into the most effective method<br />
to communicate the brands original ethos whilst employing<br />
contemporary references, it was discovered how the target<br />
audience will perceive the brand as fashion-forward within a<br />
manner authentic to the brand. Specific focus was on creating<br />
a communication strategy adapted to the position of the<br />
current cultural landscape. The ‘Ed’s Back’ campaign will work<br />
across an array of platforms, the main part of the campaign<br />
will be film content which will be distributed via social media<br />
and specific online fashion platforms. Additionally, advertorial<br />
content in the form of a booklet and poster will be created<br />
to interest audiences further. This project will delve into how<br />
audiences who consider the brand undesirable can rid their<br />
negative perceptions, as well as discovering how to engage<br />
new audiences who have no awareness of the brand.
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