// In May 2009 Buddy Holly and the Jets conducted a visual audit on Myer and David Jones.

// Similar visual feel // Target a similar demographic

// Promise their best quality of service.

// Through our research we discovered that there is a significant opportunity for David Jones. This will allow David Jones to improve its market position through printed collateral.

INTRODUCTION: DAVID JONES

// Visual style is elegant, classy and up market

// Bold and fashionable brand essence

// Black and white photography

// Classy and tasteful presence in the market

// Campaigns use well known models to represent the ‘face’ of their company

// Departments portray a sophisticated well laid out appearance

// They use clean, easy to read serif typefaces in their corporate material and advertising

BRAND STRATEGY

// The major competitor is Myer, a very similar department offering a lot of the same brands and products in the market.

DAVID JONES MYER

156MILLION

MADE

2009IN 109

MILLION

MADE

2009IN

upper income earners

Serif Typeface

San Serif Typeface

Older demographic

Female Models

Female/male Models

Megan Gale

Jenifer Hawkins

Miranda Kerr

Kris Smith

Younger demographic

35-65 years

18-50 years

Middle Income earners

Compete with discount stores

65 Stores

Myer is MyStore

Emporium Magazine

Compete with specialty apparel

trading under original name

35 stores

Houndstooth Pattern

Theres no other store like david jones

1.

1.

2.

2.

COMPARRISON

17

DAVID JONES MYER

Colour Schemes Store Card

Myer One

American Express

Focus on serice

Seasonal Catalogues

Store layouts

Elegant Style unique

Quality products

Demographic

Black & White

Taglines

Campaign Models

Australian

Jingles

Style concious

Fashion concious

Uppercase Logos

Locations

David Jones Myer

NSW 15 23 QLD 7 11 ACT 2 3 VIC 5 15 TAS 0 2 SA 2 5 WA 3 6

SIMILARITIES

INTERNATIONAL

ANDDOMESTIC

PORTFOLIOBRAND

18

//Similarities & Comparisons

// The David Jones catalogue does not match the rest of their brand style

// It doesn’t work in terms of colour, style of layout, not consistent

// Myers seasonal catalogue works better

// Myer produces Emporium magazine, capturing that fashion conscious audience.

// David Jones has an opportunity to not only fix their catalogue material but to also target a younger demographic through the introduction of a new fashion magazine.

DESIGN OPPORTUNITY

// By introducing this new fashion magazine, David Jones can expand their market towards the younger generation

// Important to still keep that classy look and feel that they portray so well

// The demographic is men and women aged 20-40 who are fashion conscious and have a middle to high income

TARGET AUDIENCE

// A new look and feel will change the current state of the David Jones seasonal catalogues to establish the David Jones style.

// The magazine will be mainly fashion based reflecting all the departments in store.

// This magazine will creates a new form of advertising and collateral for the brand.

// The overall look and feel for the magazinewill portray what David Jones has alreadysuccessfully achieved, a style of elegance and class.

OBJECTIVE & STRATEGY

Design Production

// Correspondence between our design team and the client// Handing over of any designed materials to the printer// Trimming and binding of the product

Delivery & Project Management

// Hand over any relevant designs and materials over to David Jones// Hand over the hard copy of the product.

Concept Design

// 40 page magazine that will work to sell the brand // Concepts will be rough outlines that will show the look, feel and approach we are taking.

Design Development

// Apply feedback from the concept stage. // Any ideas and specific directions that need to be considered for the magazine. // Begin to produce what the final outcomes will comprise of, photographers copy writers and any other outsource work.

Design Refinements

// Refinements to the produced piece and touch ups // Alterations and amendments to any finished works may incur a additional fee.

PROJECT SCOPE

PROJECT SCOPE

//Estimated Hours

//Cost Estimate

Production APPROVAL

MTG.5FINISHED

ARTWORK FA1FEEDBACK

MTG.6DEVELOPMENTSARTWORK FA2

PRE-PRODUCTION MTG 7

0.3

FINALISE ARTARTWORK FA3

ARTWORKSIGN OFF

HANDOVERELECTRONIC

FILES

50 1 40.3 20 680

BREFINGMTG 1

RESEARCHAUDIT

STG 1CONCEPT DESIGN

PRESENTATIONMTG 2

FEEDBACKMTG 3

72 1 0.386

STG 2DESIGN DEV. 1

PRESENTATIONMTG 4

STG 3DESIGN DEV. 2

120 2 80

To: DavidJones 65-77Market StreetSydney NSW2000

Job No. DJ101Job Title: CreationofPoisedMagazineDescription: Creationof40pagefashionmagazineforDavidJones

Phase 1: Concept Design

Conceptsfor40pagemagazine IncludingArticlesandPhotography Branding Design Fee: $14,000.00

Phase 2: Design Development

Modificationstoselectedconceptdirection basedonclientfeedback Design Fee: $8,000.00

Phase 3: Application of design

MagazineArtwork FinalisedLayouts Design Fee: $6,000.00 Phase 4: Finished Artwork

Creationofelectronicartworkfilesfor: Branding $1,000.00 40pagelayouts/artwork $15,000.00 Design Fee:

Outsources: Model $1,500.00 Stylist $800.00 Photographer $1,000.00 Copywriter $2,000.00 Sub Total: $6,300.00 Grand Total: $50,300.00

Date: 6/6/2010 Buddy Holly & The Jets46 Jet Way,Surry HillsNSW 2010

22

//Timeline

PROJECT STAGESweek

1week

2week

3week

4week

5week

6week

7week

8

Briefing

Costing-Estimate

Concept Design stg 1

1st Presentation

Feedback

Design Development 1

2nd Presentation

Feedback

Design Development 2

3rd Presentation

Design Approval

Finished Art 1

Feedback

Finished Art 2

Pre-production Mtg

Finished Art 3

Artwork sign-off

Pre-press production

First Proof

Printing

Adjustments/final pre-press

Hand-over Electronic Files

Research Audit

TIM

EL

INE

PROJECT COST

//Estimated Hours

//Cost Estimate

Production APPROVAL

MTG.5FINISHED

ARTWORK FA1FEEDBACK

MTG.6DEVELOPMENTSARTWORK FA2

PRE-PRODUCTION MTG 7

0.3

FINALISE ARTARTWORK FA3

ARTWORKSIGN OFF

HANDOVERELECTRONIC

FILES

50 1 40.3 20 680

BREFINGMTG 1

RESEARCHAUDIT

STG 1CONCEPT DESIGN

PRESENTATIONMTG 2

FEEDBACKMTG 3

72 1 0.386

STG 2DESIGN DEV. 1

PRESENTATIONMTG 4

STG 3DESIGN DEV. 2

120 2 80

To: DavidJones 65-77Market StreetSydney NSW2000

Job No. DJ101Job Title: CreationofPoisedMagazineDescription: Creationof40pagefashionmagazineforDavidJones

Phase 1: Concept Design

Conceptsfor40pagemagazine Branding Design Fee: $6,000.00

Phase 2: Design Development

Modificationstoselectedconceptdirection basedonclientfeedback Design Fee: $8,000.00

Phase 3: Application of design

IncludingArticles MagazineArtwork FinalisedLayouts Design Fee: $6,000.00 Phase 4: Finished Artwork

Creationofelectronicartworkfilesfor: Branding $1,000.00 40pagelayouts/artwork $13,000.00 Design Fee: $14,000.00 Outsources: Model $15,000.00 Photographer $10,000.00 Stylist $4,000.00 Copywriter $5,000.00 Fee: $34,000.00 Subtotal: $68,000.00

GST: $ 6,800.00 Grand Total: $ 74,800.00

Date: 6/6/2010 Buddy Holly & The Jets46 Jet Way,Surry HillsNSW 2010

DESIGN OUTCOME

// The primary colour scheme will continue tobe black and white but also introducing a newcolour, dark purple.

// The name of the magazine, Poised, portrays a composed dignified and self assured brand that gives a nice balance to the David Jones style.

DESIGN OUTCOME

2 3

THIS SEASON’S LATEST TRENDS.SHADES OF BLACK.

I am very excited to be able to bring you the newest, trendy clothing news from the hottest designers. We also focus on handbags and accessories to make sure you have the latest news to hit the fashion scene. At www.shopbeenvied.com, we have the opportunity to review the hottest fashion well in advance of the items ending up in retail stores and I would like to share that information so that your clothes hit exactly the right fashion note. I personally review and select the brands and items that best fit the trends like Melie Bianco handbags, new Sinful clothing, or the latest Affliction creations. I am committed to communicate where the fashion world is headed and will regularly share that information so that you can buy the key pieces that will keep you on top of the trends and identify your seasonal must haves for 2009.

The Color Black! The question should be, why wear anything else? Black is easy, elegant, and subtle. Black is sexy and is dangerous. Black is sophisticated and tough. Black seduces, reduces, and wearing black has many advantages. It can be worn as a fashion

statement such as a trendy Envy tee. Just look through the fashion pages of any magazine and you will see brands such as Xtreme Couture fixated on the color black. A new style usually comes in black and in every size but try buying pink in anything and you are limited to sizes that leave out woman that might not be as slender as they were when they were in their teens? Black is easy to Dress up. Just add a nice scarf, stunning earrings, or a necklace from pearls to diamonds (and there are many types to choose from), or just an A.B Niccoli Piece. Dress it up with evening stilettos or accessorize with a new Ed Hardy Handbag.

Black and white is classic. Pink and black is dripping femininity. We spend so much time trying to not buy black, I love black and it is the number one 2009 color in my Colorado retail Boutique and online store www.shopbeenvied.com. You can make a statement with a black Affliction or Sinful top. A black leather jacket quite clearly says don’t mess with me. A soft black cashmere jacket says I’m sexy, strong and feminine’. Black fits everyone in every situation.

ANNE NICCOLI

BLACK FITS EVERYONE IN EVERY SITUATION.

PLEATED RUFFLE DRESSSAS & BIDE

$6504

EVERYDAY CLASSIC BUSINESS LOOKS.

THE BLAZER.

PUFF SLEEVE BLAZER // ALANNAH HILL // $490

TRIANGLE CUT BLAZERPHILLIP LIM$400

SHRUNKEN NAVY BLAZERMATCHES$238

FITTED RUFFLE BLAZERVIKTOR & ROLF$369

SHARP DOUBLE BREASTED BLAZERCOUNTRY ROAD$280

// The magazine will be a total of 40 pages, and a new issue is released each season, so four times a year.

// It will contain the season's latest fashion trends, articles and advertising of David Jones' in store brands.

DESIGN OUTCOME

6 7

WHAT’S IN THIS SEASON.WINTER COATS.

LEATHER SCRUNCH BLAZERMCQ$550

COTTON PEACOAT JACKETTOPMAN

$359

GUY // WINTER POCKET COAT // LEE // $179GAL // LEATHER BIKER JACKET // LEE // $299

// The David Jones website will add a section exclusively for this magazine.

// Poised will be available for viewing online for a certain period of time within the specific season.

// This is a very important and significant opportunity for David Jones to target those individuals of rural and remote areas who can gain access to services online.

DESIGN OUTCOME

// Within each department, counters will feature stands to display the latest issue of Poised.

// The magazine is purchased at a reasonableprice for the specific demographic.