Survey Fidnings

Following the survey we conducted, we have been able to conclude from our findings and get an overall direction in which to take our campaign. The survey was sent for 15-18 year olds, as this is our target market area with the prom theme.

The majority hadn't heard of Gorgeous Couture, which reinforces our decision to chose prom for our campaign as it shows that more brand awareness is needed. Moreover, as social media is incredibly popular within this age group, this ties in nicely with our promotional idea.

We asked which celebrity was most popular in terms of occasion wear and TOWIE's Lucy Mecklenburgh came out top, followed by Fearne Cotton. Lucy Mecklenburgh's style is very classy and sophisticated, plus TOWIE stars wear Gorgeous Couture frequently thus showing a link between Gorgeous Couture's target market and younger girl's celebrity influences. Fearne Cotton came second on our poll and as she dresses quite quirky, we want to try and incorporate both traits in our campaign to appeal to all girls.

When questioned about the dress style, a long dress was the style most preferred, as well as bodycon and straight-cut, which is quite traditional in terms of prom dresses. This also works well for the brand as a lot of their dresses are this style. The inclusion of crystals was also popular with detailing on the dress; most who answered said they would consider having them. However, this could be because they are Swarovski crystals, so appeal more than unbranded embellishments.  In terms of the colour of the dresses, red was the most popular, followed by blue and black. All of these are very formal, classic colours and are lot more sophisticated than perhaps pink. Red wasn't a popular colour a few years ago during our proms suggesting that celebrity influence and colour has changed this.

The 'Made To Measure' service was also a popular outcome, and something we may consider including with our campaign, as girls of the ages of 15/16, are necessarily a standard size so made to measure dresses would fit them better. If we didn't use it in our campaign, it could definitely be an avenue for Gorgeous Couture to consider. A unique made to measure prom dress is something young girls would be interested in to 'be better their than friends'.

Our survey concluded by telling us that most people would be willing to spend £200+ on a dress, therefore, for Gorgeous Couture's prom line they wouldn't necessarily have to make the dresses cheaper than their normal range.

From our results we can now go forward and make executive directions with our campaign based on our findings of what real girls of our target market want from prom dress styles. We can tailor our photography and the entire range accordingly so it's more appropriate for our campaign.

Francesca, Robyn & Rebecca