Concept (400 words)

CONCEPT 

‘Beautifully Moving’ is the tagline that runs throughout the product, brand and functional ethos; a subtle nudge which gives the consumer a positive connection between movement and feeling beautiful.

What is it that moves the consumer? It could be something from as little to playing football outside with their children or treating themselves to a weekly Zumba class; the aim of glo is to create a positive correlation between activity and happiness, so that become active feels more like a treat, and less of a chore.

The concept of glo is simple; the solution to a healthier and happier lifestyle is through pursuing your own interests with the satisfaction that you are looking after your body. Many similar bands are focussed on absorbing the consumer in a fitness-obsessed state of mind, which although initially may act as a motivational push towards beating inactivity, could ultimately resort in the consumer resenting activity, feeling that it has become a burden, and thus rejecting the product.

glo is a band which provides men and women who recognise that beauty isn’t purely an aesthetic with an alternative way to keep themselves happily active in a subtle and motivational way.

Targeting this band to the Dove consumer also runs alongside our concept; as our research has demonstrated that our core consumers are indeed interested with the issues concerning inactivity, but feel that in many instances time is the main issue. Creating our band’s concept for this type of consumer enables us to develop a strong product identity; something which stands out from the pressure-lead market, and therefore appeals to all consumers.

Inspiration is one of the core foundations for motivation, and the band should inspire the wearer to move.

The men's product (although sold in the same way) identifies the need to perform; allowing the male consumer to feel like they can achieve goals, which in turn satisfies their own personal ego - the band encourages them to be the best they can be. Performance is the key word for the masculine consumer, as it carries connotations which suggest an achieved wellbeing through their own actions.

The concept for glo (although the same for all consumers, as the concept is what underlines the whole product) is tailored for both men and women; allowing each individual to feel that the band looks after, encourages and inspires the wearer, without the negative pushes some inactivity-focussed products enforce. 


400 words