Creative Brief

(ADD LOGO)

Student Name Student Number

Abir Skaf 19856748

Madina Mangal 19731487

Client: PHYRE Wear

Job Title:

Background to Brief 

Introduction:

The following is an advertising plan prepared for PHYRE Wear, a modest clothing shop located in
Greenacre, Sydney. PHYRE Wear aims to cater specifically towards women aged between 15-40
years. PHYRE Wear has positioned itself from competing modest clothing shops through their
modest fashion beyond traditional clothing, friendly studio, professional and approachable staff
and active social media. 

Brand and Product 

Positioning

FEATURE BENEFIT

Open 7 days a week (10am-6pm) Consumers can come in whenever it

Modest clothing but made fashionable
Good priced clothing
Large, open front window store
All outfits and outfit combinations are
displayed on the stores Instagram page
for potential new clients to see; photos
are taken to show the outfits and prices
suits them, any day of the week. Unlike
competitors.
Clothing that looks good but is also
modest, a variety of clothing for the
target ages
Clothing is priced very well, making the
clothes affordable and worth the money
being paid
Consumers see what is on offer in the
store, feel more confident to walk in.
Natural lighting makes the business feel
more inviting.
Clients can see the clothing variety and
can see what they can receive if they
shop at the store and expect the quality
they are seeing.
The brand’s goal is to provide the public with an enjoyable and friendly modest clothing store,
which is modern. There is a key focus on customer relations illustrated through their customer
service of the employees. The company prides itself on being a leader in modest fashion, friendly
studio and approachable staff which specifically appeals to females ages 15-50 years. This niche
market is often not explored by the competition, the competition tends to focus on younger
consumers.

Product (or Service or Issue

The following outlines key features and benefits of PHYRE Wear:

In conducting primary research through interviews with clients of the store, the following strengths
and weaknesses have been determined:
Strengths:
- The physical location of the store is in a busy suburb of Sydney and will attract a certain
consumer. Due to the fact of the store being located on what appears to be the main street
in greenacre, PHYRE Wear will be able to attract a large range of consumers, compared to
if it were located in a different area.
- Social media presence on Instagram drives consumers into the store as they have seen a
variety of different clothing
- Affordable modest clothing that gives customers an insight on the prices without any
surprises
- A larger variety of clothing to reach all the ages of the target consumers

Weaknesses:
- No website for the store just social media account, which isn’t always helpful
- Very little to no car spots near the store, which makes it difficult to quickly run in
- Quality of the clothing is not the best sometimes
- Small store and small changing rooms
- Clingy staff members or staff members that aren’t helpful. Consumers found that when
visiting the store that the workers were either too clingy and wouldn’t let them shop
comfortably or the staff wouldn’t offer to help the consumer.
Competitive Environment
The modest fashion industry in Australia is growing in popularity and acceptance amongst
consumers. An industry that has traditionally been associated with religion and individuals style.
The modest fashion stores are growing rapidly, as people are just dressing modestly because of
religious beliefs but because of individual style.

Direct competitors
1. Hijab House: https://www.hijabhouse.com.au
Positioning:
Hijab house is an experienced modest fashion store that provides a variety of clothing for all ages
and all sizes. This store is on the higher end of the price range in regards to competition, but their
prices are clearly advertised.

Strengths:
- Hijab House leads the way in terms of brand awareness as evident on their social media
accounts: Instagram followers: 656k and over 100k likes on their Instagram page.
- Experienced staff, experience in styling
- Diverse range of clothes for all ages and sizes
- Website where consumers can also buy clothes

Weaknesses:

- Customer service sometimes poor (return policy)

- Unpleasant staff (online reviews refers to the staff as rude, they don’t acknowledge the
customer when they walk in)
- Only small sizes are available when you to go the store (customer feedback)
- Expensive items

2. Boutique Noor Al Houda

A store with modest fashion that provides different styles for different people, diverse sizes.
Boutique Noor Al Houda’s clothing is another consumer favourite for modest fashion that beats the
‘traditional modest fashion store’ image with their variety of clothes, colours and staff. Boutique
Noor Al Houda is in the middle in regards to price range, with items varying in price, all the prices
are clearly shown.

Strengths:
- Successfully appeals to a female and male clientele
 - Strong brand awareness (Instagram: 14k followers)
- Good quality clothing
- Welcoming staff
- Great customer service

Weaknesses:
- No website which makes it harder to see the clothing available in store
- Sometimes rude staff (online reviews)

Why are we undertaking it?

The purpose of the campaign is to improve the brand image of PHYRE Wear amongst the female
hijab community, as there aren’t many hijab stores for women in Australia. Over the years the
amount modest clothing stores have increased, increasing competition. We chose PHYRE Wear
to create awareness for modest clothing for girls who like to dress modest. Most modest clothing
stores aren't popular in Australia as other brands so the reason we started this campaign is to
raise awareness for one of the biggest female modest stores which isn't even that big.  We want
women to know that they have a place to come to when they need modest and good fitting
clothes. We want to build a sense of community to be associated with the brand so that one feels
comfortable coming in. 

What is the objective? 

The key objective of this campaign is to raise awareness of the PHYRE Wear brand. We aim to
develop strategies for PHYRE Wear ads as we noticed they don't have a website and to build a
strong brand equity we need to create a website to help them engage with new potential
customers which they can do best with a website. 

We are trying to raise a campaign to show that phywear is a safe environment for young and
middle age women to come in and feel safe, also with feeling that they can find modest clothing
matching their style and western society style as in this generation that  what young female
consumers look for.

What is the marketing context? 

The PHYRE Wear brand predominantly has its sales from walk-in customers and is yet to reach
out to its market. Therefore, for it to gain some market value and do well amongst its competitors,
it must fully interact with its target market. By engaging more with its target customers, their
business will grow through brand loyalty of women who love modest clothing and will shop from
PHYRE Wear more frequently.

Any associated activities

More promotional initiatives taken by the brand were influenced by the festive seasonality such as:
 As the hijab community celebrates the festival of Eid (2019), PHYRE Wear extended its
trading hours till 9pm just a week before as that’s the time for Eid shopping. This is for
customers’ convenience to browse through their Eid arrivals with greater flexibility.
 On Christmas day (2018), the shop was kept open till 6pm. This was to enable their
customers, modest clothes’ shoppers, to carry out their last minute Christmas shopping.

Other
Attention to Search Engine Optimisation (SEO) is highly recommended. PHYRE Wear’s direct
competitors are doing very well in terms of gaining exposure through digital media and for PHYRE
Wear to catch up, it must put keywords and other SEO strategies in use. By doing so, their brand
will gain more exposure as Google will rank it higher in relevant searches like ‘modest clothing
sydney’ or ‘hijab fashion sydney’. This will help bring more eyeballs to their social media pages
that can be their potential customers.

Their overall quality of photos represent their target market exactly but their social media presence
is not so strong. The brand must focus on fostering discussions around its platforms and making it
more engaging with its audience to convert them into customers. 

Additionally, there is just one body type portrayed in terms of their models in outfit pictures. This
has a negative effect overall as this automatically limits their customers of the hijab community
they are trying to target. If people don’t see their body type represented, they’ll assume the brand
won’t be able to serve them in terms of their fashion needs. So, to get customers of different
shapes and sizes of their key target market, it is recommended that photos with diverse range of
models should be introduced to improve overall reach. This will have a great positive impact on
the company’s brand image as it’ll showcase itself to be inclusive rather than limited to one body
type within the hijab (fashion) community.

Campaign requirements

Objective: Improve reach within their key target market, build brand loyalty and improve the
brand’s overall reputation/image 
Budget: $10,000
Suggest: Pamphlets with vouchers/offers and outfits by PHYRE Wear distributed to 3000
households in the area
Horizontal/vertical half or small page (depending on budget restrictions) coloured ads in Australian
fashion magazines such as RUSSH, CLIQUE, etc
Improve the brand’s social media presence by inclusion of SEO tactics with a focus on getting
more people from Sydney to land up on their page through Instagram and Facebook, as they are
the platforms with the highest numbers of users currently.

THE TARGET
Who are we talking to?
The target audience for this specific local business to ensure they reach their goals is women from
within the community whom desire a modest fashion industry to supply for their demand. This
community essentially includes women of all backgrounds whom dress in an introverted way from
mothers to young teens, delivering clothing lines that satisfies all. Further on, through the business
providing opportunities for consumers to purchase through their social medias, this broadens the
consumer base to all women within all communities across the country whom are interested in the
stock the brand supplies. This has allowed the target audience of Phyrewear to stretch across to
different individuals, providing them with a competitive edge.
What do they currently know and think?
“I have always walked past the store and been in a couple of times, however never purchased
anything. Although my friends do regularly shop here, I find it hard to find something that suits my
body type. But when I am inside the store the workers assist my friends and I, they give their
genuine opinion when picking out outfits for us, rather than just try to sell their products.”

What do we want them to think?

“Every time I enter Phyrewear I feel so comfortable with the staff and feel as though I make a
genuine relationship with the employees, as they assist me in ensuring I find the perfect outfit. I
never leave the store without a bag in my hand and I’m always coming back!”
What do we want them to do?
Supremely, after advertising Phyrewear’s clothing line we would like to see a rise of customer
conversion rates within the store, in regards to how many customers actually purchase the
product. Further on, through also focusing on the advantages of social media, we hope to see an
increase of online purchases due to more activity with consumers in regard to their orders.

THE MESSAGE
Single minded proposition (SMP)
“Liberating the modest in you”
Substantiation and support
Through implementing this message with the business, this allows Phyrewear to target the niche
market that they’re essentially providing for, fundamentally making the most of their conversion
sales due to funnelling down towards the consumers whom demand the supply. The use of
imagery allows consumers to put into perspective that this specific organisation will always provide
modest clothing for all ages, keeping in mind that the clothing line is still up to date with the latest
fashion trends and ‘liberating’ women.

Desired Tone
Enthusiastic, feminine, resilient, stylish

MANDATORIES
Inclusions:
 The brand name as a logo, the store number and address, the slogan
 Links to all social media sites e.g. Instagram, Facebook etc.

Guidelines and Thought Starters

Primarily, the niche target market Phyrewear is targeting is women of ages 15-40 within the
western community. Through implementing both offline and online marketing Phyrewear can have
a good start of advertising their product line. Through displaying the launch of different clothing
collections with both sectors, this allows the organisation to expand their consumer market.
Through offline marketing such as creating billboards and assigning bus stop advertisements
within targeted suburbs within the western area, it will drive awareness of the local business,
essentially spreading the word of the products they provide.

Further on, online marketing is equally as crucial for an organisation when wanting to expand their
consumer base and have a competitive edge in regards to rival organisations. Through creating a
social media campaign and reaching to influences who promote modest clothing within their social
media accounts, this will also create a brand awareness however more widely across more
communities than within the western suburbs. Through creating professional content and videos of
models, different ways to style different pieces, this will inspire and encourage consumers to try
different pieces of the collection due to seeing it presented so well online. Lastly, through building
a new website that SEO (search engine optimisation) rather than providing products through
orders on social media will allow consumers to treat the business as a professional organisation
and give it a competitive advantage.

MEDIA CONSIDERATIONS
Timing/ Seasonality
This campaign period will essentially run indefinitely in regards on the online marketing aspect as
this can always be implemented for the benefit of the business, in regards to constantly updating
new content and displaying the new products. However, the offline marketing campaign will
principally last for a three-month period within winter, implementing the competitive edge the
organisation can have towards all other businesses not only modest ones.

Regionality
In regards to the regional range for this advertising campaign, advertising should be implemented
within the western suburbs of Sydney as this is the highest percentage of culturally ethnic
consumers. So, the advertising campaign runs will begin within the western community area, and
ultimately reach to other main areas such as Parramatta once there is a good foundation of
consumers and increased word of mouth.
Appendix
INTERVIEW NUMBER 1:

Q: Have you ever visited PHYRE Wear?

A: Yes, I have. PHYRE Wear is the place I go to for my shopping.

Q: Can you explain to me what made you start shopping at PHYRE Wear?
A: At first, I was very hesitant about going into the shop as I had visited many ‘modest’ clothing stores and
they did not cater to all ages or bigger sizes. So, when I first walked into PHYRE Wear I saw that they had a
large variety of clothing for older women but sometimes not a big variety of sizes.

Q: What would you say about the staff working at this store?
A: Well, the first time I went into the store, the sales assistants were extremely helpful and attentive which
encouraged me to continue to go back. However, sometimes when I went in, they were less attentive and
a couple of times were busy on their phones.

Q: What do you think this store can improve on?

I think that Phyrewear can improve on their online presence. I believe that if they have a website more
people can view what they have and purchase it online and or instore.

INTERVIEW NUMBER 2:

Q: Have you ever visited PHYRE Wear?

A: No I haven’t, but my family does.
Q: Can you explain to me what made you start shopping at PHYRE Wear or why you don’t shop at
Phyrewear?
A:. I don’t shop at Phyrewear because I don’t like the range of clothing they have. I feel like they don’t
cater to a lot of ages.

Q: What would you say about the staff working at this store?
A: I wouldn’t know. But I’ve heard that they aren’t very helpful

Q: What do you think this store can improve on?

A: A bigger range of clothing, something to make consumers want to go into the store

INTERVIEW NUMBER 3:

Q: Have you ever visited PHYRE Wear?

A: yes
Q: Can you explain to me what made you start shopping at PHYRE Wear or why you don’t shop at
Phyrewear?
A: I was trying to find a modest outfit for an event and I walked past the store and went in

Q: What would you say about the staff working at this store?
A: The staff were helpful, they helped me find sizes and get everything I needed.

Q: What do you think this store can improve on?

A: Bigger change rooms, bigger variety of clothing and maybe an online store to purchase clothes on
Interview 4
Q: Have you ever visited PHYRE Wear?
A: Yes, I have
Q: Can you explain to me what made you start shopping at PHYRE Wear or why you don’t shop at
Phyrewear?
A: My friend works at PhyreWear and told me to go in and see what they have. Once I went in, I really liked
what they had to offer.

Q: What would you say about the staff working at this store?
A: Helpful, they ask if you need help, helped me find sizes and clothes that looked good on my body

Q: What do you think this store can improve on?

A: Make the store more appealing to make people want to go in

Interview 5
Q: Have you ever visited PHYRE Wear?
A: No, I haven’t.
Q Can you explain to me what made you start shopping at PHYRE Wear or why you don’t shop at
Phyrewear?
A: PhyreWear doesn’t really tempt me to go in, I feel like their shop is outdated and very small.

Q: What would you say about the staff working at this store?
A:

Q: What do you think this store can improve on?

A: As I said, update the store, brighter and bigger.