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More HEMA, More You : a new concept for a curly haircare line and a communication strategy for HEMA

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More HEMA, More You : a new concept for a curly haircare line and a communication strategy for HEMA

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Samenvatting

QUOTES “27% of the Dutch population under the age of 25 is bi-cultural.” “In order to stay relevant HEMA has to tap into the needs of the multicultural society” “HEMA is there for everyone! This is the slogan used by HEMA. But is this really the case ? HEMA shows a lot of diversity throughout their communication but when it comes to the products itself they don’t necessarily tap into the needs of the multicultural consumer. This is one of the reasons that a younger more diverse generation isn’t loyal to HEMA.” “The new concept does focus more on the personal aspect within the tone of voice. Everything is specifically written towards ‘you’ giving the feeling HEMA is speaking more specifically to its customer: you with that dry skin you with that curly hair you with that caramel skin-tone you with that extra need for comfort” CONCEPT BOOK The concept book contains the guidelines for a new concept, broadening ‘HEMA is there for everyone!’ to include the multicultural consumer. TABLE OF CONTENT: //The brand. - //Relevance goal target group. - //Concept. - //Product lines. - //International communication strategy. - //Marketing mix. - //Sources APPLICATION EXAMPLE In this example a curly haircare line is created for HEMA to make the concept tangible. This booklet will also show the steps of the campaign that will launch this new HEMA product line. TABLE OF CONTENT: //Product: explanation. - Why a curly haircare line? - //Target Group: portraits of a bi-cultural youngster. - Insights curly hair community. - //Curly haircare line: what makes it HEMA? - Products. - Product values. – packaging. - In-store communication. - //Campaign. - //Sources

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2019
TypeBachelor
TaalEngels

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