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FASH 40109 Leeds Chivas Regal Blended Scotch Whisky by Chivas Brothers Report

Introduction

The brand – CHIVAS

The product – Chivas Regal is a blended Scotch whisky produced by the Chivas Brothers, founded in 1786, with its home being in Scotland and now part of the Pernod Ricard corporation.

Chivas creates a range of product, allowing their customer to buy in at any price point. Chivas Regal 25 (launched in 1905) was the world’s first luxury whisky and is considered to be a timeless classic, renowned for style, substance and exclusivity. Already affiliated with status and success, Chivas want to evolve their brand affiliations to attract and retain a young luxury consumer through a niche, innovative, fresh new brand strategy.

This brief will function as a live industry project. The MA IFM Jan cohort will be made up of teams that will competitively work towards proposing solutions for the brand objectives identified by Chivas in their agency briefing. As a team you will pitch your final idea to key stakeholders within the brand and your academic team, and a winning team will be selected by Chivas!!

The brief

For this brief you will work collaboratively within your teams to meet the expectations of the client. Students from each team will have specific departmental roles, combining your individual strengths (and learning from others) to create a concept proposal. The aim of this brief is to build a creative fashion related strategy with both global and local approaches for Chivas that will be relevant for their proposed target audience.

You will submit individually: (Individual contribution informed by the teamwork)

A 3000-word written report (+/- 10%) or equivalent), covering:

General introduction
Internationalisation review
Summary of review and objectives
Internationalisation research (primary research)
Main concept/strategy
Conclusion

A 1000-word reflective summary (+/- 10% or equivalent)

A piece of writing that displays your critical reflection on the collaborative project journey – including but not limited to the team and individual challenges, independent learning process and development.

plan- event /exhibition

competition for designers; young entrepreneurs and students

collaboration like sneakers unboxed with stock X;

Event guest list: AYUSHI SANJIV AMIN 2020 (N0953111) which will include influencers, entrepreneurs

Event budget: to be discussed.

Keywords:

Sneakerholics #pumpedupkicks #trippykicks

Create . Innovate . Elevate

Product :Luxury sneakers

Story line : Idea : Different people ; different people ; different culture ; different stories different destinations to SUCCESS!!

How willl the visibility of chivas work : by encapsulating the essence of chivas bottle on the sneakers

we directly translated the color of the bottle to the materials that can be used. example of what are products will look like down in the attachment

why luxury sneakers?

What are event will look like?

look up for reference

Our goal: to create brand awareness for chivas locally and globally ; to re-positon chivas; to generate marketing and promotional activity using interactive communication; inclusive competition and co-creation.

Chivas Regal embodies the values of sharing, conviviality, entrepreneurship, integrity and commitment, and it is a brand that was built on craftsmanship and patience and these values are inherent in its products.

Why mixed reality?

X Reality is defined as: a form of “mixed reality environment that comes from the fusion of … ubiquitous sensor/actuator networks and shared online virtual worlds….”

How are we using mixed reality?

Brief about the brand we want to collab with

What does Melissa stand for as a brand, what message does it hope to send to customers all over the world?

Melissa has this spirit here in Brazil where we promote diversity through the pillars of fashion, art, and design. We connect stories and people through art and design. It is very much a connection of people that transforms into a community and through these pillars that are so important to the brand. We have a history of community that is very strong, because our DNA as a brand is something that is unique, there is nothing like Melissa. That really is a very big point of difference, and it connects the brand with consumers around the world. In Brazil, we have a very strong community due to the strength of the brand and how long we have been in the market. Melissa is a 40 year old brand here in Brazil, it is our dream to build this community in other countries, so a lot of our efforts go towards community building. Here in Brazil, we already have that well constructed, but our dream is to achieve this also with the actions that we take in international markets.

Melissa has a lot to do with collaboration and the community so I think it is a way to give opportunity to these people who are starting, the possibility to make their ideas and creations tangible within a brand.

https://echochamber.com/article/galeria-melissa-lo…

https://flaunt.com/content/melissa

https://www.thesun.co.uk/tech/14958010/computer-ge…

https://riversagency.com/what-are-the-different-ty…

https://designmuseum.org/#

https://www.instagram.com/designmuseum/

https://flaunt.com/content/melissa

https://echochamber.com/article/galeria-melissa-lo…

https://www.shopmelissa.com

https://www.instagram.com/melissaofficial/

https://www.thesun.co.uk/tech/14958010/computer-ge…

Galeria Melissa, London