We have previously discussed about using a celebrity to be the face of the new campaign and UK launch.

Myself and Hannah discussed this further yesterday, about maybe having a celebrity mum and daughter?

But found it quite hard to find a mum around 40 with a teenage daughter or a 30 yr old as the main face with their mum, but then it may be seen as targeting too old.

I found Sophie Ellis Bextor & Janet Ellis (former blue peter presenter- so should be recognisable to UK market, but perhaps too old )
Then obviously we thought about Kate Winslet before but she only has a small daughter
Another one was Sienna Miller

So at the event it could be generations based, and become a fun day bonding over retail therapy and then the other facilities avaliable at westfields, such as resteraunts, beauty, cinema.

This solves the problem of location as westfields is in a central location in London so it still has prestige and is an attractive location yet is in the shopping mall experience where its main UK equivalants sit.

I also thought for the big idea we could suggest they launch a store that includes both Ann Taylor and loft. because from the brand identity it is clear that most of the words overlap and they are differenciated by only a few features. So zara style where they have thier main range then the younger 'trf' range. So loft could become the sub-brand being medium quality at attractive prices.
Hence bringing both generations into one store, allowing them to shop together but not from the same range as they have said they wanted to happen before, making the brand inclusive.

Reccommendations suggested yesterday :

• combine the brands?
• launch both brands in the same store as a sub-brand
• differenciate the two brands more through style & colour pallete
• westfields London
• Big idea- generations related british mother/daughter celeb couple to head the campaign

One last thing I know we are going to be putting the writing onto indesign all together but just incase people are going to make thier pages on photoshop first the fonts used yesterday on the title page are:

Titles: Bell MT
Main text: Minion

[Hannah.L]