the city offers. Key to these opinions is London s tolerance towards cultural diversity.

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Stanley Patterson
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2 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 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. 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. 02

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.

3 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

4 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. 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. 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. Understanding the personality and vibe for specific London locations can help brands gain a valuable insight into the mindset and attitudes of young consumers. 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. Town Youthful, hedonistic, cool TOMS ALL SAINTS Hackney Creative, quirky, cool ADIDAS TIFFANY &CO Notting Hill Serious, mature, wealthy Oxford LEVI S Street Exciting, youthful, diverse MAX FACTOR TWININGS BARBOUR Buckingham Palace Traditional, classical, universal Trafalgar Square Traditional meets cool Southbank Creative, serious, mature VIVIENNE WESTWOOD NIKE Olympic Park Exciting, energetic, youthful o2 Arena Cool, youthful, exciting APPLE BACARDI Brixton Youthful, cool... but fading star 04

5 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: in the development of the communications strategy in defining the creative brief in casting and in terms of identifying tonality and personality of campaigns. 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 : 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. 05

6 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 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. 06

7 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 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. LINKS OF LONDON 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 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. BEN SHERMAN 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. FRED PERRY 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. 07

8 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? 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. 08

9 London Top Fives Top Five places based on Affinity Top 5 places based on Fame score Top 5 places based on Cool (indexed Cool (indexed vs. average vs. average for all locations) for all locations) Top 5 places based on Youthful (indexed vs. average for all locations) Top 5 places based on Positive Buzz Top 5 places based on Creative (indexed vs. average for all locations) Trafalgar Square Hyde Park Covent Garden Trafalgar Square Buckingham Palace Westfield Shoreditch Brixton Hackney Hoxton Westfield Trafalgar Square Buckingham Palace Tate Modern Brick Lane The Roundhouse Brixton Academy Non- Covent Garden West End Theatre Madame Tussauds Non- Buckingham Palace Wembley Non- LoveBox Soho Non- Brixton Hackney Olympic Park Non- Madame Tussauds West End Theatre Land Covent Garden Non- The Shard Tate Modern Madame Tussauds Olympic Park 09

10 For further information, please contact Anne Collins e : anne.collins@fireflymb.com t : +44 (0)

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