Initial Ideas

We began by considering several initial ideas suitable for the brand, taking into account the occasion-wear/prom angle we have chosen to take:

• A separate prom app to introduce the collection, view all of the dresses and add items to a wishlist. This would also include links to other social media platforms such as GC's Prom Facebook page, Twitter, Pinterest etc
• A separate blog for Gorgeous Couture's prom range, similar to Topshop's 'Inside Out' blog which can be linked to from GC's main website
• A pull out/brochure style zine to display the prom collection to be placed inside appropriate magazines eg Look/Company magazine
• A purely social media based campaign, where images are used on Facebook/Twitter/Instagram/Pinterest and hashtags are used to create a community around the new range and 'maintain a buzz'
• A hire service for the prom collection where girls can pay for a dress at a fraction of the price and return it after use
• A separate tab on the existing Gorgeous Couture website which links to a prom section where there are links to other social media platforms and all things prom related are discussed so that a GC Prom lifestyle is sold to the consumer, not just a dress
• A feature where Facebook users check in/like/share the page to increase publicity and their names ae entered into a competition where they can win a limo to prom/hair and make up done for prom
• A celebrity endorsement (within budget) whereas all those that have liked the page/entered a competition will be entered into a prize draw to meet/win tickets to see a celebrity (Little Mix/Amelia Lily/Diana Vickers etc; someone that 16 year old girls are interested in)
• A pop up chat bar on the prom section of the site where users can sign into Facebook and chat with their online friends about the collection by drag and dropping dresses into their chat boxes.

Robyn, Francesca & Rebecca