Better Briefing: Luxury Clothing

As in the previous step, we have created a fictitious brief. Based on common pitfalls and mistakes common in creative briefs focusing on the gaming industry, the brief is missing vital information, which you’ll need to correct, improve and elaborate on.

Brief 2

Brand: Nada luxury clothing

• Background: Nada is a luxury designer clothing brand with 100 years of heritage. Originating in Paris, Nada is known for its high-end couture accessible to the global elite. In the past 5 years, they’ve launched a ready-to-wear collection, made up of clothing for men and women, plus sunglasses, bags, and other accessories.
• Goal: Promote this seasons’ ready-to-wear collection to a younger audience.
• Problem: We’re known for selling luxury high-end clothing but as younger generations have more disposable income we increasingly need to appeal to this age range. We know gaming is a growing industry and other fashion brands – like Gucci and Balenciaga – are doing well there, and we want to replicate their success.
• Target audience: Gen Z and millennials
• Objectives: To drive awareness of this season’s collection and increase sales
• Deliverables:

1. A skin for characters in Fortnite that shows off our top-selling clothing range.
2. In-game accessories for other popular games
3. Social media campaign

How could this brief be improved? Share your thoughts below.