Harnessing the Vibe of London

Introduction
Exactly what is it that makes London
one of the coolest, eclectic and most
creative cities in the world? What does
today’s generation of young people
really think about the capital and how
can brands harness London’s vibe
in order to better connect with young
consumers?
Using a combination of qualitative
and quantitative research methods,
Millward Brown and Firefly Millward
Brown recruited young people aged 1624 years living both inside and outside
London to participate in a survey online
and forum using IdeaBlog®, to help
answer these questions.
Despite recent unrest, there appears
to be a genuine sense of excitement
about life in the city, particularly among
young people. Media attention devoted
to high-profile events such as The
Royal Wedding, London Fashion Week,
the Olympic Games and a continuous
stream of film premieres, sporting
fixtures and music events has London
firmly centred on the world’s stage.
02
Opportunities in London do exist; more
so than in any other major UK city
and it is easily placed up there with
the best cities in the world. London’s
creative communities are leading the
way forward in design, fashion, art
and music. Its eclectic, quirky and
liberal-minded background generates
a positive and youthful attitude of
‘anything goes, anything is possible’.
This vibrant and dynamic environment
sits alongside the city’s heritage and
historical significance as identified in
the research by British youth people.
Opportunities for brands to take
advantage of this wave of positivity
sweeping across the capital have never
been greater. Having an association
with London on a place, people,
or behavioural trends level, will only
benefit a youth-targeted brand.
It is one of my favourite
places. I live here because
I love it. It is home to many
of the UK’s most important
venues, clubs, theatres,
museums and art galleries.
I feel that the 8 million or
so people living here are
encircled by a different
experience of London because
it is so heterogeneous.
I feel like my experience of
living in London has changed
between the areas I have lived
in because I feel like every area
is unique, as if a series
of villages and a city at the same
time. There are places to suit
everyone in London.
The fact that it is so
multicultural adds a further
dynamic to the city. One thing
I find quite amazing about
London is it can be split in
to four sections - North,
East, South, West and as I
have visited all four parts of
London. I can honestly say
that each area has something
different to offer and generally
carries a much different
atmosphere and aura to it.
London Brands
Brands with an intrinsic linkage to
London currently demonstrate strong
currency amongst young people. This
is achievable through a number of
different ways. Collaborating with an
iconic London brand ambassador;
aligning with a behavioural trend
such as physical social interaction
rather than purely digital experiences;
connecting with London-based music
genres or influential young artists and
by capturing the true spirit of the city by
associating with iconic locations.
As more brands start to use elements
of London’s DNA, this will serve to
elevate the reputation of the city itself,
which in turn will benefit the brands
with London associations.
Impressions of London
Our research paints a positive picture
of how young people view the capital.
Despite the recent backlash of
negativity and lack of respect towards
London by a minority, young people
appear immensely proud and value
the vibrancy, uniqueness and energy
the city offers. Key to these opinions
is London’s tolerance towards cultural
diversity.
The creative feel of the city is of
particular appeal to young people.
London is where trends in fashion,
music and art are set. It’s where up
and coming artists, designers and
musicians can showcase their talent
in once deprived areas of London, which
are now being given a new lease of life
owing to regeneration projects, inward
investment, improved transport links and
affordable workspaces and venues.
03
People, Places and Pastimes
Brands that are linked to London
in some way, either through
provenance, history, presence
or simply by association, seem to be
experiencing an increase in popularity,
and are top of mind for consumers.
Three key areas emerged in the
research that will enable brands
to leverage their identity and engage
young consumers. These were
people, places and pastimes. Certain
celebrities with an intrinsic link with
London are revered, iconic locations
are given a certain ‘personality’ and
more traditional activities which fell out
of favour with a younger generation are
becoming increasingly popular helped
by the use of modern social media.
When consumers encounter brand
touch points, via product, logo, web,
in store, advertising, PR or other
activity, this can have a positive
knock-on effect for Brand London
itself. When purchasing these brands,
consumers, inside and outside the
capital, feel they are buying a ‘part
of London’ - a slice of the city’s
excitement, energy and creativity.
Camden
Town
Understanding the personality and ‘vibe’ for
specific London locations can help brands
gain a valuable insight into the mindset
and attitudes of young consumers.
ALL
SAINTS
TOMS
Youthful,
hedonistic,
cool
A more pragmatic use for this sort
of location analysis helps brands
align themselves with London for
communications campaigns, events,
sponsorship and media placements.
Millward Brown’s profiling tool was
used to rank locations and match them
with specific brands, based on the
values and personality traits that each
share. The quantitative element sheds
further light on how London’s youth
engage with places in the city, and
highlights the interplay of location and
brand.
Hackney
Creative,
quirky, cool
ADIDAS
Olympic
Park
Oxford
Street
LEVI’S
NIKE
Exciting,
energetic,
youthful
Exciting, youthful,
diverse
TIFFANY
&CO
Notting
Hill
MAX
FACTOR
Trafalgar
Square
Traditional
BARBOUR meets cool
Serious, mature,
wealthy
Southbank
Creative, serious,
mature
Buckingham
Palace
VIVIENNE
WESTWOOD
TWININGS Traditional,
classical,
universal
Cool, youthful,
exciting
APPLE
BACARDI
Brixton
Youthful, cool...
but fading star
04
o2
Arena
People
Collaborating with iconic London brand
- ambassadors has proved immensely
successful for many companies.
Beauty, music and film are some of the
industries that have created such icons
and have cleverly marketed themselves
on London chic.
However, owing to London’s diversity,
there is no one-size fits all when it
comes to pinpointing a personality
that represents the city. Celebrities
can polarise different groups of
young consumers depending on their
individual interests. This makes it
challenging for brands when looking
for a representative iconic figure.
When young people were asked to
identify the traits and qualities of a
person who they thought embodied
the personality of London, patterns
emerged. London icons are individuals,
self-made, creative, ambitious,
opportunistic, live life to the full, are
leaders and passionate about London life.
Broader understanding of how and
why young people connect with
personalities can be used by brands
in a number of ways:
Iconic London personalities identified by young consumers in the research included:
Kate Moss
A Londoner with her own unique style
who embodies fashion and style. She
lives the hedonistic London lifestyle
of bar-hopping, festivals, music and
partying. Ambassador for perhaps one
of the most iconic London brands Rimmel, Moss also had her own line
of clothing with TopShop.
Banksy
An urban artist who, over the years,
has gained notoriety for his individual
and sometimes controversial art form
throughout London.
Guy Ritchie
A creative and ambitious Londoner
who has successfully put London
well and truly on the map through his
award-winning, adrenaline-pumped
action films.
Alan Sugar
Successful ‘boy done good’ business
tycoon who grew up in the East End of
London and now synonymous with city
business through his own career and
through the success of The Apprentice
TV show. Regarded as an inspirational
figure by young people.
Pete Doherty
Has a large London fan base and is
a well-educated and award-winning
song writer whose hedonistic lifestyle
and media exposure rejuvenated
the indie-rock scene and won over
thousands of mainstream music fans.
Other iconic Londoners:
These included Lily Allen, Wretch 32,
Tinie Tempah, The Queen, The Krays,
Jack the Ripper and icons of the 60s
and 70s such as The Rolling Stones,
The Who, David Bowie and The Kinks.
• in the development of the
communications strategy
• in defining the creative brief
• in casting
• and in terms of identifying tonality
and personality of campaigns.
05
New Media - Old School
Brands need to be aware
of behavioural trends to connect
in a relevant way with young people.
Brands wishing to align with London
should be able to demonstrate an
understanding of what is happening on
the ground at street level. With such
a range of activities, interests and
hobbies available, combined with fastpaced city life, keeping track of these
latest trends and fashions presents
challenges for marketing professionals.
Bars, clubbing, restaurants, shopping,
playing and watching sport are
among the many activities you would
expect young people to be engaged
in. Underground and secret gigs and
06
emerging ‘Speakeasy’ bars keep the
scene alive and kicking in the capital,
and all-year-round sales keep the retail
sector busy with young bargain-hunting
shoppers.
As well as these typical recreational
activities, our research shows there is
a move towards participation in more
community-based and homely activities
– made easier by sharing of knowledge
and interests in social media.
The experiences becoming increasingly
popular with young people include
lessons in baking, dress-making,
dancing, music, writing, collecting,
languages, photography and ‘skill
swapping’.
Making Their Mark
The brands with an intrinsic London
connection which young people across
the country engage with currently include:
RIMMEL
An example of a successful London
brand, which is connecting strongly
with young women across the country.
Rimmel’s London provenance has
always been a contributing factor to
its success. The strapline, ‘Get The
London Look’, and the use of renowned
London models such as Kate Moss and
Sophie Ellis Bextor have ensured that
the brand has become synonymous
with London fashion and style.
TOPSHOP
An iconic London brand with its Oxford
Street flagship store as a destination
for young women. Seen to embody
London style and culture, and support
London designers. Past collaboration
with Kate Moss reinforced its London
credentials. Only high street brand that
has a show at London Fashion Week
(reaffirming its status as influential
fashion brand and associating it with
the original and forward thinking nature
of London’s creative industries).
ALLSAINTS
Represents a particular London style,
‘hipster-meets-vintage’, borne out of the
scene in Shoreditch and Hoxton, and
adopted by cool London celebrities.
East London has moved firmly into the
spotlight as the arty and creative quarter
of London. All Saints’ current popularity
indicates it is benefitting from this.
LIPSY
BEN SHERMAN
LINKS OF LONDON
FRED PERRY
Like Topshop, the brand is thought to
embody a particular London style, but one
that is more glitzy and celebrity inspired,
rather than leading-edge fashion.
An aspirational brand for young women
– quirky and youthful. Heritage has
been critical to its appeal. The brand
is an official sponsor of London 2012,
and has created the Official Jewellery
Collection of 2012.
DR. MARTENS
A brand inextricably linked with the past
Punk culture in London, and a symbol
of non-conformity. The brand is once
again enjoying popularity amongst
young women. It is now symbolic of an
eclectic London style, which is retro,
cool and unique. The brand’s current
status has been helped by its official,
and unofficial, endorsement by young
London celebrities such as Lily Allen,
Agynes Deyn and Daisy Low.
VIVIENNE WESTWOOD
This brand characterises the more
whacky, abstract side of British fashion
- but it is only London women who are
thought to embrace this style, and who
have the confidence to wear this.
The young Royal Princesses, Beatrice
and Eugenie, are often seen in the brand.
This is seen as a true London brand
amongst young men. They associate it
with Carnaby Street, and a definitive
London style of retro-trendy.
A well loved brand amongst men. It too is
experiencing resurgence similar to Ben
Sherman, as consumers seek out more
authentic brands. Fred Perry is viewed
as an iconic London brand, linked closely
with the various music genres that have
emerged over the decades.
NIKE
Nike is renowned for its iconic flagship
store at the heart of London shopping
and the Nike Run London. The 1948
store in the fashionable backstreets
of Shoreditch, where it promotes
limited-edition products and Londonthemed ranges, e.g. Wimbledon Week
and Vintage Arsenal kit, reinforces its
London credentials.
TRAPSTAR
This is an emerging London brand.
It’s perceived fresh, underground and
‘street’, and is the brand choice for
the style leaders in the London club
scene. Endorsement by local London
celebrities like Dappy has helped its
reputation and created buzz around the
brand.
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Top Five Tips For Marketers
1
ACT NOW
Brands that have a direct
or indirect association with London
are starting to see the benefit today;
the advantages gained will grow
stronger as we move into 2012 and
beyond, as London takes centre stage
as the host of the Olympics, and
provides an enduring legacy.
2
PEOPLE,
PLACES OR
PASTIMES
There are different ways that brands
can harness the vibe of London to
endorse their brand, so there is a need
to consider carefully what the right
path is for your brand; is collaborating
with an iconic or up-and-coming
London brand ambassador, or aligning
with a cultural or behavioural trend,
fitting for your brand? Or, is becoming
synonymous with London per se, or
a specific area of the capital, the best
way forward considering your brand
assets and ways you communicate?
08
3
ONE SIZE
DOES NOT
FIT ALL
Following the people route, and using a
brand spokesperson can be a shortcut
to injecting the London feeling into your
brand. However, there is no one-size
fits all when it comes to pinpointing
a person who represents London to
young people.
There are many different ambassador
types who are perceived to embody
London owing to the diverse nature
of London. Celebrities can also be
polarising in terms of appeal, which
makes it even more difficult for brands
when looking for the best fit ‘human
icon’.
4
GET
INVOLVED
IN LONDON
Brands that have the strongest
affiliation with the capital tap into a truth
about London, demonstrate a tangible
involvement with an aspect
of London, or have a supportive stance.
For example, TopShop supports
London designers, Nike organises
running events for the people of
London, and Rimmel’s new website
demonstrates a real understanding of
the different vibe in each quadrant of
the city, and is harnessing the power
of local bloggers for the benefit of its
consumers.
5
FIND THE
RIGHT FIT
FOR YOUR
BRAND
Finally, there is a need to address
the key question of whether or not a
London association or endorsement
can work seamlessly for your brand,
rather than feel shoehorned.
Brands need to examine their
assets, and ensure they have a solid
connection with London, in a way that
will engage young people.
London Top Fives
Top Five places
based on
‘Affinity’
LondonersNon-Londoners
Oxford Street
Covent Garden
Trafalgar Square
London Eye
Hyde Park
Oxford Street
London Eye
West End Theatre
Covent Garden
Madame Tussauds
Top 5 places
based on
‘Fame’ score
LondonersNon-Londoners
Oxford Street
London Eye
London Eye
Buckingham Palace
Trafalgar Square
o2 Arena
Buckingham Palace
Oxford Street
o2 Arena
Wembley
Top 5 places
based on ‘Cool’
(indexed
vs.
‘Cool’
(indexed
average
for
vs. average all
locations)
for
all locations)
LondonersNon-Londoners
Camden
LoveBox
Westfield
Camden
Shoreditch
Soho
o2 Arena
o2 Arena
Brixton
London Eye
Top 5 places
based on
‘Youthful’ (indexed
vs. average
for all locations)
LondonersNon-Londoners
Camden
Brixton
Hackney
Hackney
Hoxton
Camden
o2 Arena
o2 Arena
Westfield
Olympic Park
Top 5 places
based on
‘Positive Buzz’
LondonersNon-Londoners
Oxford Street
o2 Arena
London Eye
Madame Tussauds
Trafalgar Square
West End Theatre Land
Buckingham Palace
Oxford Street
o2 Arena
Covent Garden
Top 5 places
based on
‘Creative’ (indexed
vs. average
for all locations)
LondonersNon-Londoners
Tate Modern
The Shard
Camden
Tate Modern
Brick Lane
Madame Tussauds
The Roundhouse
Camden
Brixton Academy
Olympic Park
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For further information, please contact
Anne Collins
e : anne.collins@fireflymb.com
t : +44 (0) 20 7243 2228