PROMOTION FOR INDUSTRY
Abbey Loxton 22555415
CONTENTS
1-2 - The Role
3-4 - Experiential Marketing
5-6- Influencer & UGC Marketing
7-8 - Current Promotional Strategies
9-10 - The Consumer
11-12 - Proposal
13-14 - Social Media & Billboards
15-16 - Branded Deliverables
17-18 - References
19-20 - Image References
THE ROLE
The role chosen in this assignment is that of a ‘Fashion Event & PR Assistant’ for Lounge Underwear. This role focuses on ‘the coordination and execution of a PR event that helps a company gain the attention of potential customers and the community.’ (Indeed, 2024) whilst managing the brands public relations and image.
Responsibilities of the Fashion Event and PR Assistant include ‘meticulously planning and executing events to align with the brands image and objectives’ (BOF, 2024) A strong brand image is essential to the success of any brand, with the role being recognized as ‘one of the most effective communication tools for any brand.’ (Elle Education, 2023) The ideal candidate is a passionate expert in delivering marketing content with excellent time management. This report presents a proposal for a successful launch event for Lounge’s new sleepwear collection, highlighting strong visual analysis, creative thinking and ethical awareness within the industry.
CONTEMPORARY FASHION PROMOTION
EXPERIENTIAL MARKETING
Experiential marketing is a strategy that focuses on creating immersive and engaging experiences to interact with the brand in a direct and memorable way, from ‘pop up shops to immersive digital experiences.’ (Switch, 2023) According to Forbes, ‘experiential marketing is the future of retail.’ (Rizvi, 2019) This is due to hands-on, memorable experiences that allow brands to ‘not only showcase their products but also express core values and a story in a way that resonates… forging a deep emotional connection between the brand and audience.’ (Sehgal, 2024) This strategy often leads to enhanced brand loyalty, amplify the brands reach and differentiate the brand from competitors, with ‘91% more likely to purchase’ after a brand event. (Kuligowski, 2023)
However these campaigns can also be expensive, logistically complex and difficult to scale for smaller brands with limited resources. For maximum success, experiential marketing should be integrated with other strategies such as social media and influencer marketing to extend the experience as well as focusing on authenticity and reflecting the brand’s values to ensure the audience resonates with the experience and to generate positive outcomes. To address any ethical concerns around the event, brands should practice transparency, obtain consent for data collection, ensure all activities are risk assessed and properly managed and implement eco-friendly practices to minimise environmental impact.
INFLUENCER MARKETING
Influencer marketing, ‘a collaboration between popular social media users and brands,’ (McKinsey & Co, 2023) has become prevalent in the digital era. This strategy leverages the trust consumers place in influencers, with ‘74%’ relying on their decisions when making purchasing decisions. (Young Entrepreneur Council, 2019)
By integrating products into their independent social media posts, influencers offer brands ‘expanded reach and awareness’ among their loyal, engaged followers who ‘crave authenticity,’ (MacroHype, 2024) However the strategy certainly comes with risks, brands can face significant repercussions in sales decreasing, an unpleasant reputation or even boycotting if associated influencers come into controversy. This was seen with Morphe Cosmetics, which experienced an extreme declined in sales and despite being ‘once valued at $2 billion’ is now closing all US stores. (Bloomberg, 2023)
Influencer marketing can be perceived as deceptive and heavily reliant on an influencers’ continued reputation and popularity. To navigate these ethical concerns, brands must carefully vet influencers and ensure alignment with their values and beliefs. Not only this, brands should make an active effort to include a diverse cast of influencers of different races, backgrounds and bodies to ensure the brand Is represented as inclusive and accurately represents the consumer, this will allow partnerships with influencers to be seen in a positive light, rather than portraying a negative standard of beauty.
USER GENERATED CONTENT
User-generated content (USG) is a promotional strategy that relies on real consumers rather than the brand themselves to create content, such as unboxing hauls or ‘try on with me’ videos. Unlike influencer marketing, except the content creator is a normal consumer without a formal partnerships with the brand. ‘UCG is more experiencedriven, a modern form of word of mouth advertising.’ (Duke, 2023) No other content is more authentic more than UGC, with ‘86% of consumers more likely to trust a brand that shares USG’ (Beveridge, 2024) due to its authentic nature, diverse range of content and user engagement and participation. Nevertheless, due to the lack of vetting, the ‘quality and credibility of UGC can vary significantly’ (Tiya, 2023) meaning misinformation and low quality content can easily be spread. Copyright and privacy issues also arise when a brand reposts a users content without consent. To properly manage UGC and address ethical issues, brands should be transparent, obtaining explicit consent and implementing moderation processes to ensure UGC aligns with brand values and ethical standards, removing any inappropriate content. Brands should develop and adhere to a robust UGC process that ensures users are credited, consenting and provided with channels to report concerns related to the use of their content.
CURRENT PROMOTIONAL
Lounge is well known for its promotional events, notably the Valentine’s day pop up in Birmingham. This thematic pop up utilised the holidays’ most iconic motifs (lingerie and flowers) in an unexpected and imaginative way by creating bouquets from the recognisable lace thong to create a memorable – and instagrammable experience for customers. This strategic move towards experiential marketing shows the brand understands how to engage with consumers on a deeper level, creating ‘brand advocates’ with a positive, memorable experience. (Vorgias, 2024) Not only this, but with ‘97% of Gen Z consumers still shopping in store’ to combat ‘chronic loneliness’ from being online, so by creating tactile and in person experiences, Lounge is listening to consumer demand. (WGSN, 2024)
Lounge is also extremely active on social media, boasting 3.6 million followers on Instagram (Instagram, 2024) and 1 million on TikTok (TikTok 2024.) Social media is imperative for brands to ‘maintain relevance,’ bring awareness to a brand and convey an authentic and engaging brand story. (Indeed Editorial Team, 2023)
STRATEGIES
The target consumer for this event is university students, aged 18-21 that attend university in one of the five cities that the event will take place in: London, Manchester, Birmingham, Cardiff and Edinburgh. The consumer is female, and may already be a Lounge customer.
The consumer has a strong social media presence, using TikTok, Instagram and Pinterest daily to keep up to date with her favourite brands and curate her online presence. With ‘35% of Gen Z spending over four hours a day on social media,’ she sees social media as part of her daily routine. (Thomas, 2024)
According to US psychology professor Laurence Steinberg, adolescence in Western countries typically runs from age 10 to 25, not ending in the teens as once believed. (Saggese, 2024) The consumer still sees herself as an adolescent, still enjoying hobbies from her teen years like sleepovers, movie nights and traditionally girly activities like face masks and hair braiding. Many young adults are deciding to forgo nights out for more wholesome activities that offer a sense of nostalgia, which explains the ‘rise of the adult sleepover’ which offers a ‘bonding experience’ for young people. (Green, 2024)
The consumer is leaning into the idea of ‘Girl World’ following the success of Barbie, and a rise of girl related trends like ‘girl dinner,’ which boasts over 800 million views on TikTok. (Saggese, 2023) After years of apologising for their feminine hobbies, women have began to lean into their girlhood, with the coquette trend garnering ‘nearly 18 billion views’ for videos of bows, pink clothing and traditionally girly items. The consumer now leans into her playful femininity, embracing things traditionally mocked like pink, red & pastel colours, floral and heart motifs and of course bows. She is also lonely. Gen Z has a loneliness epidemic, in which ‘73% of Gen Z report feeling alone sometimes or always.’ (Bakhtairi, 2023) In a hyper-digital world, young people are longing for in person social connection. The consumer is looking to socialise and make friends, with ‘fostering connections’ being a resolution for most young people this January. (Saunter, 2023) She is looking for hobby-driven spaces that allow her to meet and connect with likeminded people. Due to a feeling of being chronically online, the consumer is searching for a way to blend her digital identity with the analogue tech she enjoyed in her youth.
PROPOSAL
5 UK UNIVERSITY CITIES - MANCHESTER, LONDON, BIRMINGHAM, EDINBURGH AND CARDIFF.
A SLEEPOVER EVENT IN THE STUDENT UNION. STUDENTS EXCLUSIVE EVENT.
TAKES PLACE VALENTINE’S DAY 14TH FEBRUARY 19:00 - 15TH FEBRUARY 07:00
A £45 TICKET FOR - ONE SINGLE SLEEPOVER BED - ONE EXCLUSIVE SET OF LOUNGE GALENTINE’S SLEEPWEAR - EXCLUSIVE LOUNGE POP UP STORE
- SNACKS & BEVERAGES (FULL MENU EMAILED) - MOVIE NIGHT ON PROJECTOR
- LOUNGE EYE MASK, SATIN PILLOWCASE & SLEEPOVER BAG
SOCIAL MEDIA
BILLBOARDS
BRANDED DELIVERABLES
REFERENCES
References
Bakhtiari, K. (2023, July 28). Gen-Z, the loneliness epidemic and the unifying power of brands. Forbes. https://www.forbes.com/sites/kianbakhtiari/2023/07/28/ gen-z-the-loneliness-epidemic-and-the-unifying-power-of-brands/?sh=5b75a8626790
Beveridge, C. (2024, March 26). What is User-Generated Content? And Why is it Important? Social Media Marketing & Management Dashboard. https://blog. hootsuite.com/user-generated-content-ugc/
Bloomberg. (2023, January 6). Morphe brand once valued at $2 billion closing all US stores. Business of Fashion. https://www.businessoffashion.com/news/beauty/morphe-brand-once-valued-at-2-billion-closing-all-us-stores/
Duke, D. (2023, March 13). Why user-generated content is winning. Forbes. https://www.forbes.com/sites/forbesbusinesscouncil/2023/03/13/why-user-generated-content-is-winning/?sh=eef79f46e94f
Green, J. (2024, May 22). The rise of the adult sleepover: Generation Z and millennials ditch night outs for cosy slumber parties complete with wine, painting and Instagram-friendly grazing tables. Daily Mail. https://www.dailymail.co.uk/femail/article-13443061/The-rise-adult-sleepover-Generation-Z-millennials-ditchnight-outs-cosy-slumber-parties-complete-wine-painting-Instagram-friendly-grazing-tables.html
Indeed Editorial Team. (2023, June 25). The Importance of Social Media in Marketing (With 8 Benefits). Indeed.com. https://www.indeed.com/career-advice/ career-development/importance-of-social-media-in-marketing
Kuligowski, K. (2019, March 15). Why Experiential Marketing Works - businessnewsdaily.com. Business News Daily; businessnewsdaily.com. https://www.businessnewsdaily.com/11334-experiential-marketing-defined.html
MacroHype. (2024, March 25). Pros and cons of influencer marketing - is it right for your business? Linkedin.com. https://www.linkedin.com/pulse/ pros-cons-influencer-marketing-right-your-business-macrohype-gkdif
McKinsey & Co. (2023, April 10). What is influencer marketing? Mckinsey.com; McKinsey & Company. https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-influencer-marketing
Rizvi, J. (2019, September 30). Experiential marketing is the future of retail. Forbes. https://www.forbes.com/sites/jiawertz/2019/09/30/experiential-marketing-is-the-future-of-retail/?sh=73318f8f3101
Saggese, B. (2024, Spring 5). Gen Z: The Forever-Young Consumer. Wgsn.com. https://www.wgsn.com/insight/article/66436226896d82c2578b5c43
Saunter, L. (2024, January 3). Retail Strategy: Selling to Gen Z. Wgsn.com. https://www.wgsn.com/insight/article/65c0d2d6fe06e6ee703a4bd2
Sehgal, P. (2024, January 6). Unveiling the magic of experiential marketing: A deep dive into fashion and luxury brands’ strategies. Linkedin.com. https://www. linkedin.com/pulse/unveiling-magic-experiential-marketing-deep-dive-fashion-sehgal-b7mac
Simauchi, K. (2023, May 1). Morphe Brand Once Valued at $2 Billion Closing All US Stores. Bloomberg.com. https://www.bloomberg.com/news/articles/2023-01-05/morphe-stores-closing-after-failed-bet-on-jeffree-star-james-charles
Switch. (2023, April 25). Working in experiential marketing: Why it matters & what you should know. Linkedin.com. https://www.linkedin.com/pulse/working-experiential-marketing-why-matters-what-you-should-know
Thomas, M. (2024, February 2). Gen Z’s social media usage in 2024. Later.com; Later Blog. https://later.com/blog/gen-z-social-media-usage/
Tiya, V. (2023, May 20). Striking a balance: Exploring the pros, cons, and future directions of user-generated and AI-generated content. Linkedin.com. https:// www.linkedin.com/pulse/striking-balance-exploring-pros-cons-future-directions-tiya-vaj?trk=pulse-article_more-articles_related-content-card
Vorgias, P. (2024, January 26). Crafting unforgettable connections: The power of experiential marketing in fashion. Linkedin.com. https://www.linkedin.com/ pulse/crafting-unforgettable-connections-power-experiential-paris-vorgias-on5ee
Young Entrepreneur Council. (2019, December 17). The pros and cons of influencer marketing for your brand. Forbes. https://www.forbes.com/sites/ theyec/2019/12/17/the-pros-and-cons-of-influencer-marketing-for-your-brand/?sh=63cf10365ed0
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