Key Words:
TENNIS / FASHION / COMMUNITY / FITNESS / RETAIL PROJECT
SUMMARY:
I propose a tennis space that will be an added on to Will to Win tennis court in Hyde Park. This space will encourage girls that live in London to talk about and increase the entry-level participation to tennis. This will be in partnership with ASOS, as part of a new campaign to build up an authentic personal connection with their consumers and advertise their brand, but at the same time work on two big issues. The space tries to mix social media, fashion life, tennis and community to try and increase the number of girls playing tennis.
CONTEXT:
INSIGHT
Tennis participation in England has decreased drastically. This can be seen with the younger generation. There have been a few campaigns trying to increase female participation, however, these campaigns have not been hugely successful as they had the wrong tone of voice to connect to the target market. There are many reasons that girls aged 15-27 drop out. These range from there not being much in the way of support systems for girls and the game get serious too quickly. Girls who quit sports during puberty said they didn’t feel like they belonged in sport and they felt that society didn’t encourage them to play.
BIG ISSUE
Fitness and exercise is so important to our society, with the rise of technology people are opting to socialise by playing video games, being on social media and watching movies This could have a direct correlation to the increasing amount of people feeling lonely. Sport is a great way to build community, have fun, be healthy and feel good with oneself.
RESEARCH FOCUS:
- Future of Retail
- Tennis
- Fashion
AUDIENCE:
Girls aged 15 - 25 years. They are a mixture of Gen Z & Millennials. They are very interested in fashion, makeup and style. They keep up with all the fashion bloggers, influencers and Youtubers. They love taking photos. They are very social media savvy and spend a large proportion of their disposable income and time on their style. They surround themselves with locations that fit their style. They try to build up their own social media accounts and want to keep up with what is on the trend that season.
OUTCOME:
- PDF presentation
- 3D video walkthrough
PROFESSIONAL PRACTICE
1. St Aymes Cafe
2. Jess / Tennis Coach
3. Will To win
