1.Background:

Odd Pears was founded by Brock Sykes. Odd Pears isn’t just an old sock company. They spend days figuring out new ways to stick it to the man and celebrate odd socks, life, colour, creativity and design, all through the invention of the brand. They decided pretty early on that Odd Pears will also be a brand of substance and character, not just another pretty face on the fashion scene. In the fashion industry, socks play a vital role as it could be seen as a accessory to highlight the outfit or make the style more unique. Therefore, to make customers pay attention to the products of Odd Pears, they have to make sure these socks are not only to be on trend but also require the good functions to wear. Besides, in this COVID-19 time is more difficult to release the new collection of socks, so they need to have a research about the market clearer. For instance, in this Coronavirus time, the health needs to be protected most, that why the new fall-winter Odd Pears shocks are released, with the material can keep warm enough for people but still are not out of style. Additionally, “The seducer” (Sparkol, 2015) could be choose as a brand archetype of Odd Pears since using this image can inspire customers easier to get the socks.

2. Objectives:

The objective i choose for this brief is inspiring the “self-loving ” affection which means showing the important of fashion these days and some good functions of wearing socks. For example, wearing Odd Pears socks can keep us warm enough, no worry about foot smell, more confident to walk but still look trendy.

3. Target Audience:

Basing on a research points out that the average of money which Australians spent on Fashion and Personal care were $20.4 billion and 13.4 billion respectively in 2016. It means that the products should be focused on advertising to young people with ages from 20-40. To be more obvious, Fashionistas / Fashion Blog who are able to inspire people buy this type of accessories with a wide range of styles or making the advertising campaign to travel bloggers who often go for journeys and they make a lot of blogs then they can help the brand introduce the good functions of products easier

4. SMP:

” Not only keep you warm, also keep you odd”

“Be oddball & badass look”

“Oversize + trendy shades for everyone”

“Too cool to handle”

“Love yourself = getting our Odd Pears”

5. Substantiation:

“Socks are important for the overall health of your feet. Not only do socks absorb moisture, but they are also used to help prevent rubbing of shoes on the bare foot. Socks can also provide cushioning to pad the feet and help keep them warm.” (Parkview Health 2018)

“We live in a detail-oriented age.  The variety of accessories and possible alterations you can make to an outfit are at an all-time high. With everyone looking for a way to stand out and make their style pop, a new piece of flair has caught the eye of both casual and formal-wear fans in a big way.  Let’s take a look down and talk about socks!” (Gentleman’s box, n.d)

“In fashion, statement socks have been big for a few years.” (The Guardian 2019)

6. Tone of voice:

Using a witty, clear and gentle voice to inspire and push people should wear socks.

7. Media requirement:

Making a short advertising video and update it on the ads site of Instagram.

8. Mandatories:

Logo, Websites, Social medias.

References:

Sparkol, 2015, ‘The 12 brand archetypes all successful businesses are built on’, weblog post, 1 September, retrieved 3 May 2020, <https://www.sparkol.com/en/blog/the-12-brand-archetypes-all-successful-businesses-are-built-on>.

Moneysmart, n.d,  ‘Australian spending habits, Australian Securities and Investments Commission’, retrieved 3 May 2020, <https://moneysmart.gov.au/australian-spending-habits>.

The Guardian, 2019, ‘The new rules of socks: novelty ones are out – but yes you can wear them with sandals’, retrieved 3 May 2020, https://www.theguardian.com/fashion/2019/aug/21/the-new-rules-of-socks-novelty-ones-are-out-but-yes-you-can-wear-them-with-sandals

Parkview Health, 2018, ‘Do you really need to wear socks?’, retrieved 3 May 2020, https://www.parkview.com/community/dashboard/do-you-really-need-to-wear-socks

Gentleman’s Box, n.d, ‘Why Socks Are The New Fashion Statement’, retrieved 3 May 2020, https://gentlemansbox.com/socks-new-fashion-statement/