Frame Colour Visual Campaign

Frame Colour is a visual campaign to support a hypothetical university project, involving a promotional strategy report on how denim brand Frame can enter the Indian market, focusing on menswear and jeans. My personal focus for this project was form a market entry strategy based on creating a new line of products relevant to the consumer, by adapting their style and culture with the brand. The outcome of this was to take advantage of the gap in the market by creating brightly coloured and patterned products, and includes ecological responsibility of the brand to use natural Indian dyes in manufacturing instead of harmful synthetic ones. Frame's economic and social ethics are also addressed in this report, and ties in using Indian cotton and a full Indian workforce for Frame's entry into the Indian market, to boost the Indian economy and to provide thousands of jobs in the nation. Social responsibility of the brand is brought up and suggests a partnership with Fair Trade to enable their workers with adequate rights, pay and working conditions.

These factors are a number of methods addressed in the report in order to push Frame into the Indian market and raise brand awareness in the region, and gain customer interest and loyalty, whilst providing a unique and fresh outlook on jeans and how they are worn in India.

© Lauren Schofield / Frame.