Page 1

-L i s t

An online digital magazine


1 EXECUTIVE SUMMARY 2 SITUATION ANALYSIS 3 DEMOGRAPHICS 4 MARKETING ANALYSIS 5 PROPOSAL 6 PROMOTION 7 BENEFITS 8 FUTURE 9 APPENDICES 10 BIBLIOGRAPHY


1 EXECUTIVE SUMMARY

1.1 OBJECTIVES FOR THE FIRST YEAR 1.2 KEY GOALS FOR SUCCESS 1.3 MISSION


1 EXECUTIVE SUMMARY

Accessorize is one of the biggest and most well-known brands on the

the Accessorize blog and Spring/Summer 2013 lookbook would help

high-street, but while many of the brand’s competitors are pushing

consumers find everything they want in one place, while providing a

the boundaries of mobile marketing, Accessorize is yet to significantly

convenient and fun way to shop.

explore this area. This magazine would also include seasonal and topical articles Many of the customers at Accessorize are young individuals who like

relating to the target audience making it more interesting to read

to use their mobiles and tablets to browse, shop, and interact more

rather than just a catalogue for the brand. The digital publication

with their favourite brands and Accessorize at the moment are not

would be available on the apple newsstand on the iPad and iPhone

offering this to them.

where anyone would be able to access it.

Recently Accessorize has launched a new website called A-List offering

This report will examine the current marketing strategy of

customers celebrity features, trends and style tips, however this has

Accessorize and identify the gap in the market that the brand can

been poorly promoted and is not optimised to take full advantage of

exploit with the proposed digital magazine.

mobile technology capabilities. Accessorize also has a blog and lookbook online, but these are all on separate domains making it confusing for the customer to navigate - providing an obstacle for online shopping rather than a platform for it. A digital magazine for Accessorize consisting of features from A-List,


1 EXECUTIVE SUMMARY

1.1 OBJECTIVES FOR THE FIRST YEAR

• Increase brand loyalty by getting more customers to interact with Accessorize on a regular basis. • Increase online-shopping on mobile devices. • To establish Accessorize as an innovative and creative brand at the forefront of mobile technology. • Expand the customer base. • Receive a positive reaction from Accessorize customers.

1.2 KEY GOALS FOR SUCCESS

• To produce exciting and engaging articles that will be of interest to all customers. • For the magazine to be easily accessible and easy to use and navigate. • To promote the magazine effectively using new and existing marketing channels.


1 EXECUTIVE SUMMARY

A-List Magazine Mission To produce a digital magazine that encourages customers to engage with the brand, bringing them entertainment and excitement as well as convenient online shopping. Accessorize says its mission is “creativity, a passion for exploration, having fun and a commitment to both people and product” and that’s how the digital publication plans to come across.

I M AG E TA K E N F ROM AC C E S S OR I Z E . C OM

1.3 MISSION


2 SITUATION ANALYSIS

2.1 THE BRAND 2.2 SWOT ANALYSIS 2.3 COMPETITORS


Since then it has expanded nationwide and globally, becoming one of the most successful stores on the high street. Accessorize takes its inspiration from the Far East and trends and styles that are going on within the fashion industry. The store sells an extensive amount of accessories such as jewellery, bags, purses, belts, hats, scarves, gloves, sunglasses, hair accessories, beach clothing and cosmetics.

F R O M

Garden after the success of accessory sales at Monsoon.

T A K E N

Accessorize opened its first store in 1984 in Covent

I M A G E

2.1 THE BRAND

A C C E S S O R I Z E . C O M

2 SITUATION ANALYSIS


2 SITUATION ANALYSIS 2.2 SWOT ANALYSIS STRENGTHS

WEAKNESSES

• Good aesthetic and sustainability • Many stores across the world. Known worldwide • Good customer service • Widest selection of accessories on the high-street • Good online presence via social media. Have Facebook, Twitter, Pinterest and YouTube • Wide customer base • Good shop locations. For example Stations and airports • Respond quickly to latest fashion trends

• Many consider Accessorize to be expensive • Small shops so can’t stock everything • Crowded stores. Very hard to navigate around the shop if there are many people • Website confusing at times. Hard to find certain items • Hard to find catalogue during mid season • Quality in some accessories considered to be poor • Very hard to shop online through a mobile or tablet device

OPPORTUNITIES • Expand in M-commerce, making it easier for customers to shop via mobile. • Improve in-store layout so there’s more space • Expand stores • Introduce new products that meet with demands of customers • Offer customers more interaction with the brand

THREATS • Competition from high-street clothing stores such as Topshop, River Island, Primark and H&M. All offer accessories in their stores • Lagging behind competitors as a result of failing to embrace technology.

Judging by the SWOT analysis for Accessorize, the brand does face threats from its competitors and has weaknesses which can be worked on to improve the brand.


2 SITUATION ANALYSIS

2.3 COMPETITORS Accessorize faces competition on the high-street from brands such as Topshop, H&M, and Primark plus online from Asos. Although these stores predominately sell clothing, all also sell jewellery, hats, gloves etc. with a similar style to Accessorize, and sometimes at cheaper prices. Consumers shopping for clothes at these stores often tend to buy their accessories at the same time – both for convenience and compatibility with an outfit. This can be seen as a problem for Accessorize and the brand may need to market its products more as part of an outfit rather than individual pieces (see dress up, dress down feature at 5.2). It could also utilise its relationship with Monsoon to achieve this.


2 SITUATION ANALYSIS

2.3 COMPETITORS Accessorize’s high-street competitors also focus a lot more on m-commerce than Accessorize does:

Topshop has its own iPad/iPhone app from which you can buy online, keep up to date with the latest news and the latest products. They also have their own print magazine which comes out every month and online magazine showing the latest style tips and trends.

H&M has an iPhone and android app which features online shopping, fashion and videos, and a dressing room where customers are able to choose clothes to dress onto a model and get a better idea on how the products look.

I M AG E S TA K E N F R O M H M . C O M

I M A G E S T A K E N F R O M T O P S H O P. C O M


2 SITUATION ANALYSIS

a competitor to many stores on the high street. Asos has its own iPad/iPhone app which you can shop from, their website is mobile friendly so any phone can access it and they have their

I M A G E

TA K E N

own weekly magazine available on the iPhone and iPad.

F R O M

Asos, being an online store, offers a lot more to its customers than other brands and is seen as

A S O S . C O M

2.3 COMPETITORS

Primark Eventhough Primark does not have an online store, they are still seen as a big competitor to Accessorize due to their cheap on-trend jewellery.

Each of these brands has its own individual method of reaching out to its customer base in a unique way - something that Accessorize is currently lacking and can improve on.


3 DEMOGRAPHICS

3.1 TARGET MARKET 3.2 CUSTOMERS 3.3 CUSTOMER BEHAVIOUR


3 DEMOGRAPHICS

3.1 TARGET MARKET

The target market for Accessorize is fashion conscious young women who want the latest trends without spending a fortune on designer jewellery and other accessories. Accessorize caters for lots of different ages, but its core customer is aged 18 through to early 30s.

3.2 CUSTOMERS

There are four main types of customers that shop at Accessorize. These are: • College/University Student • Teen • Older woman • Mother


3 DEMOGRAPHICS 3.2 CUSTOMERS Teen • Female • Magazine reader

Student

• Blackberry • Goes in with friends

• Female

• Large group of friends

• Studies Fashion

• Likes to be fashionable

• Sociable

• Goes in for a browse. Occasionally buys little

• No drugs

things • Accessorize Gift card for Christmas • Buys presents for friends at Accessorize • Browses through fashion apps on her mum’s iPhone. Has apps such as Topshop and Asos. • Loves the stationary and fun pieces of jewellery • Wears accessorize rucksack to school • Blackberry accessorize cover

• Friendly • Keeps up to date with the latest trends • Doesn’t like to spend a lot on jewellery • Facebook user – likes Accessorize on Facebook and keeps up

to date with the latest news. • Student discount • Likes to keep updated with new collections and items coming in. • Grazia reader • Goes in to browse mainly, sometimes shop • IPhone user • Fashion apps and magazines on phone • Shops online – high street stores


3 DEMOGRAPHICS 3.2 CUSTOMERS Mother • In her early 30s

Older Woman • In late 60s • Buys gifts for children and grandchildren

– needs a place that sells everything • Likes to know what the latest trends are and what young people are buying • Limited Internet knowledge • Goes to local stores • Fashionable for her age • Nokia phone • Likes to treat herself now and again • Loves her pearl necklaces and silk scarves • Lives in town • Waits for bus outside shop. Goes in for a browse a lot while waiting.

• Stay at home mum • 2 young kids • Non-smoker • Highly influenced consumer • Goes out occasionally on weekends for a night out with

friends • Goes in to look for accessories for kids and herself. • Accessorize has everything she needs in one place. • Coffee with friends (goes for a browse in shops afterwards) • IPhone user • Doesn’t like shopping online. Rather click and collect • Shops a lot for her kids and parties they go to. Needs products to put in goody bags. • Christmas shopping • Middle-class family • Reads gossip magazines • Bubbly personality


3 DEMOGRAPHICS 3.3 CUSTOMER BEHAVIOUR ONLINE On average, the Accessorize website has between 1.5-2 million visits a month, 25-30 percent of which are using mobile/tablet devices to access the site. The brand is seeing a rise in mobile and tablet visits to the site and this is predicted to grow to about 40 percent by the end of 2013. With more and more people interacting with the brand via mobile devices, it is increasingly important for Accessorize to optimise its online presence to provide a better experience for tablet/mobile users. In a recent survey I conducted of 100 people, 80 percent said that they owned a mobile/tablet device that connected to the Internet and out of these people, 50 percent said that they would shop via an app on their devices. Most also said that when viewing their favourite brands they go onto their apps to browse and be entertained rather than just shop. This was also supported by recent research by Mintel which stated that, ‘Women aged under 35, full-time students and parents with young children tend to see surfing the web for clothing as an enjoyable pastime. These shoppers are also the most likely to spend more when buying digitally than in actual stores because it doesn’t feel like spending real money.’ (Clifford, 2012) What consumers are demanding online is something that is accessible and that they can enjoy browsing through, while retaining the convenience of online shopping.


3 DEMOGRAPHICS

3.3 CUSTOMER BEHAVIOUR IN-STORE Even though you get many people shopping online, a lot of Accessorize customers prefer to shop in-store. From the surveys results I gathered many said that they would buy accessories in-store rather than online because they prefer to see/feel the products in person, find delivery costs prohibitive and find it difficult to shop via the website. A digital publication such as the one proposed would provide a gentle introduction to online shopping for customers currently shopping in-store. Customers would be able to interact with the brand online by browsing through collections and being entertained without feeling hassled to buy any products. With in-store customers being introduced to online shopping and existing online shoppers enjoying a new and entertaining retail experience, the proposed publication works for all customers. Customers who still prefer to shop in person will still benefit. Not all Accessorize shops offer the same type of products and don’t stock everything so the magazine would be a way to expose in-store customers to a wider range of products that Accessorize has to offer.


4 MARKETING ANALYSIS

4.1 SOCIAL MEDIA 4.2 ONLINE CONTENT STRATEGY 4.3 TARGET MARKET 4.4 SWOT ANALYSIS 4.5 PROMOTION OF A-LIST


4 MARKETING ANALYSIS 4.1 SOCIAL MEDIA

Accessorize engages with its customers on a variety of social media platforms, bringing them the latest news, special offers and product promotion through sites such as Facebook, Twitter, Pinterest, YouTube and Instagram.

Facebook is a way for Accessorize to communicate to its customers, not just in the UK, but globally. It’s a way to keep the customers updated with the latest products, trends and competitions that are going on within the brand. The target audience for Accessorize on Facebook is more geared at ages between 18 to 24, the age range that uses social media the most. Accessorize are fairly active in updating their Facebook page and encourage customers to interact via comments, likes and messages.

IMAGE TAKEN FROM FACEBOOK.COM/ACCESORIZEUK

Accessorize’s Twitter page provides the opportunity for the brand to participate in a two-way conversation with its customers. Customers can discuss any problems they might have, usually with the products, and post any feedback on items. Accessorize is highly responsive to its customers and use Twitter well as a customer service tool. Accessorize’s PR department has its own Twitter page which talks more about celebrities and articles where products have been featured. IMAGE TAKEN FROM T WIT TER.COM/ACCESSORIZE


4 MARKETING ANALYSIS 4.1 SOCIAL MEDIA

With Pinterest, Accessorize shows things such as the latest trends, celebrities wearing Accessorize products, and photos from recent lookbooks. This isn’t updated as regularly and is not known to many of the Accessorize customers.

IMAGE TAKEN FROM PINTEREST.COM/ACCESSORIZEGB

Accessorize also has a YouTube channel which is shared along with Monsoon, though most of the videos on there are of Monsoon and not Accessorize. The only one relating to the brand is a behind the scenes video of Kate Upton for Spring/Summer 2013.

Instagram is another social media platform that Accessorize uses, but the Accessorize page is virtually impossible to find and has failed to be promoted in any way.


4 MARKETING ANALYSIS

4.1 SOCIAL MEDIA Accessorize has a newsletter which it sends out to customers that sign up for it. This email features material such as the latest products, trends, any competitions the brand might have and features that appear on A-list.

Accessorize does communicate to its customers well through Facebook and Twitter and has tried to get involved in other social media, but compared to its competitors is still lacking (see competitor analysis in section 2.3). Facebook and Twitter allow users to access any brands, not just Accessorize, and therefore these tools are limited in their ability to drive brand loyalty. This is why so many of Accessorize’s competitors have created their own apps, their own platforms on which they can communicate with their customers more exclusively.

IMAGE TAKEN FROM CUSTOMER EMAIL


4 MARKETING ANALYSIS

4.2 ONLINE CONTENT STRATEGY - A-LIST A-List is a new site, which Accessorize has created showing seven main features for customers to look at. These are the five hot trends happening at the moment, Celeb Q&A, Celeb style, styled by, Most Wanted, What’s trending-top ten gifts to give and the Accessorize blog. With A-list, the customer is able to shop straight from the website by simply clicking on a product they like. It will then take you to that product to buy on the Accessorize webpage. A-list is updated each season and is available online on the Accessorize website.

IMAGE TAKEN FROM ACCESSORIZE-A-LIST.COM


4 MARKETING ANALYSIS

I M A G E TA K E N F R O M A C C E S S O R I Z E B L O G . C O M

4.2 ONLINE CONTENT STRATEGY - ACCESSORIZE DIGITAL DIARY

The A-list blog, also known as the digital diary, is updated a lot more regularly than A-list to provide day to day coverage on Accessorize, styles, get the look, beauty and competitions. You can access this blog through A-List where it takes you to a separate site purely just for the blog.

Accessorize also has a lookbook online showing its new collection for Spring/Summer 2013. Customers are also able to shop from here but it can be quite confusing to find the right product due to disorganised navigation. This magazine is available on issuu, a website for online magazines.

I M AG E TA K E N F R OM I S SU U. C OM

4.2 ONLINE CONTENT STRATEGY - SPRING/SUMMER 2013 LOOKBOOK


4 MARKETING ANALYSIS

4.2 ONLINE CONTENT STRATEGY Accessorize’s online content strategy is relatively new and represents a positive step in providing customers with the engaging and entertaining experience that they expect. However all these sites can be worked on to make them more practicable and usable for the customer. A-list, the blog and lookbook are all currently on separate domains, often serving to steer customers away from the online store rather than towards it. What’s more the content being spread across several domains makes it confusing and hard to navigate if on an iPhone or tablet.


4 MARKETING ANALYSIS

4.3 TARGET MARKET The target market for A-list, the blog and the lookbook are similar to Accessorize’s social media sites which are women aged from around 18 to 24. These are the people that go online a lot more than other customers and that would be interested in content like this. ‘These consumers see browsing and buying fashion online as a form of entertainment, and show the greatest interest in incorporating both smartphones and social media into how they shop for clothing’ (Clifford, 2012)


4 MARKETING ANALYSIS 4.4 SWOT ANALYSIS FOR ONLINE CONTENT

STRENGTHS

WEAKNESSES

• Show the latest trends • All features are good and provide you with some interesting information. • Can shop from A-list and lookbook • Blog is updated regularly • Shows you the latest must-have pieces • Associates the brand with current and popular celebrities

• Layout not the best (still new though) • A-list doesn’t look like it has anything to do with Accessorize. Style completely different to style of the brand. • Celeb Question & Answer and Celeb Style not as strong as they could be. Very limited questions • Too many windows pop up. All content is held on several domains making it hard to navigate around when using mobiles or tablets. • Not all features are interactive. Top ten gifts feature would be quite helpful but doesn’t let you click into it. Have to wait for images to cycle through if you want to view all gifts. • Not promoted as well as it could be. Nothing mentioned in-store.

OPPORTUNITIES • Still very new so has space to improve • Could be promoted a lot more. In-store and online bringing more people to the website. • Make it easier for the consumer by having everything in one place. • Producing an app or digital magazine combining all of these together to help customers navigate the content more easily whilst also shopping in an enjoyable way.

THREATS • Competition from other high street stores. All have their own apps and online presence. For example, Topshop has an app and printed magazine, Asos – digital magazine; River Island, H&M and New Look all have apps. • The separated content could result in customers finding it too frustrating and confusing and not returning to these sites. • Lack of promotion and no one knowing A-list is there.


4 MARKETING ANALYSIS

4.5 PROMOTION OF A-LIST

ONLINE A-list has featured on the Accessorize website, newsletter, Facebook and Twitter but has not been launched correctly. Features and articles from A-list have been posted, but A-list itself has not been fully explained. As a result, customers may enjoy the articles as a one-off but may not be aware that the site will have more to offer them going forward.

IN-STORE In store there has been no promotion for any of these websites. The Lookbook is available in printed form in store but is only available for a short amount of time.

IMAGE TAKEN FROM NEWSLETTER ON CUSTOMER EMAIL


5 PROPOSAL

5.1 TARGET MARKET 5.2 THE MAGAZINE 5.3 INTERACTIVITY 5.4 LOCATION 5.5 COST SUMMARY 5.6 COMPETITIVE EDGE


5 PROPOSAL A-LIST MAGAZINE To create a digital magazine for Accessorize that combines the best of A-list, the accessorize blog and the lookbook with fun, interesting and exclusive lifestyle articles relating to the target audience (see 5.1). The digital magazine will be available initially as an app for iPad and iPhone, and contain interactive content to enhance the experience of browsing and shopping for accessories. But while the reader will be able to shop quickly and effectively straight from the magazine, there will also be a mix of non-sales content throughout to ensure it does not feel like they are simply reading a brochure. Giving the customer the best of both worlds – convenient shopping and subscriber-friendly lifestyle content – means that the publication can help to generate online sales in the short term, and increase brand awareness/loyalty in the long term. ‘Applications and websites tailored to smartphones and iPads are becoming a must-have for fashion brands and retailers, and those which lag behind will forfeit a substantial generator of sales’ (Clifford, 2012).

OWN IMAGE


5 PROPOSAL 5.1 TARGET MARKET Like the current A-list website and Accessorize’s Facebook page, the proposed digital publication will be targeted at females aged between 15 and 25. From a recent survey, results showed that most people using phones and tablets to browse and shop for fashion were in this age bracket. Another reason for choosing this target audience is that older customers typically prefer to read a magazine in print rather than digitally. Aiming it at a younger audience will bring more young customers to the brand and ensure that they see Accessorize as being at the forefront of high-street accessory fashion.


5 PROPOSAL 5.2 THE MAGAZINE

Advertise-

Advertisement How to use this issue

Front Cover

Inside A-list - Contents Page

Advertisement

Editors letter

Access all areas

Working the summer trends

The Elgin Avenue

Summers Hidden Gems

Monicas style

Floral trend

Advertisement

Advertisement Indian Traveller

Ibiza/Neon trend

Summers Hidden Gems

Dress Up

Dress down

Most- Wanted

Instagram Advertisement

Festival Fashion Article

Little Mix style

Millie Mackintosh style

Interactive page

Advertisement How-to

How-to

Exam Article

Exam Article

Advertisement Festival Fashion Article

Festival fashion interactive page

Kate Upton Article

Kate Upton Article

Advertisement

Advertisement

Whats trending

Celeb Style

Accessorize Home

Accessorize Home

Wedding Article

The first issue of the proposed magazine includes many of the features from the A-list website, features

Advertisement Accessorize Home

Features of the magazine

from the blog and advertisements from the lookbook. The A-list Hot List

The A-list Hot List

Competition

Back cover

The features chosen for this issue are all relevant to the time of launch of A-list magazine.

MAGAZINE FLAT PLAN


5 PROPOSAL 5.2 THE MAGAZINE Articles These articles have been added into the magazine to make it more interesting and engaging for the readers. Many are lifestyle articles which relate to the target audience and can therefore be enjoyed by all young women regardless of their relationship with Accessorize. • Access all areas What everyone’s been tweeting, facebooking and pinning. Keeping the customers up to date with what’s happening at Accessorize and encouraging them to keep interacting with the brand. • Dress up, Dress down Wear one outfit this summer to glam up during the evening or dress down during the day. A cheaper way for customers to wear one outfit with different accessories. This article helps to promote Accessorize as a high-street store that can provide not only stand-alone jewellery, but also entire summer outfits. • Exam Stress With May and June being a crucial time for many of the readers - students in school, college and university take their exams around this time, it was essential that an article was written about it. This article is about methods to de-stress and fun ways to study and relax. This page also features soundtracks to help you relax and help you get going. • Kate Upton This article introduces Kate Upton, the new face for Spring/Summer 2013 for Accessorize.


5 PROPOSAL 5.2 THE MAGAZINE • Summer’s Hidden Gems With many people going away during the summer holidays, it’s time to start thinking where. This article shows four holiday destinations to go to this summer - Anjuna, Sayulita, Paxos and Taba Heights and gives the customer some information on prices, the best time to go and any other details they might need to know by simply clicking on the link if they are interested. While not a sales article, this content aims to encourage readers to associate Accessorize with summer holidays – making the store an obvious choice for essential summer items. • Festival Fashion Festival Fashion shows the latest festival styles of the summer, what festivals will be on and who will be performing at them. From this page, the customer will also be able to book any last minute tickets if they are available. • Accessorize Home A look at the new collection of bedding for Accessorize and ways to beautify your bedroom. • Wedding guest tips During the summer time, you not only get people going on holiday and to festivals, but also to a lot of weddings. This article talks about the do’s and don’ts of being a perfect guest. • The A-list Hot List The 10 hot things to do during the months of May and June. Listen to new albums, watch the latest films, theatre shows and concerts, and visit new restaurants.


5 PROPOSAL 5.3 INTERACTIVITY Interactivity and animation has been included into this digital

When flicking through the magazine, readers will come across

publication, making it more entertaining for customers when

interactivity such as videos on the pages. The reader will simply

shopping and browsing online. “Fashion retailers need to find

be able to click on the video where it will then play. They can click

innovative ways to connect with their audience via apps on their

again to stop the video.

mobile phones and tablet devices, by creating, interactive elements�(Sender, 2012) that will engage customers and absorb them into the magazine. On the first page, it shows the reader how to navigate their way through the magazine and how to use some of the features displayed.

OWN IMAGE

Other interactivity will be things such as animated photos and text popping up. The reader can also click on any links and it will take them to that link such as clicking on book tickets, shop the trend, and find out more. OWN IMAGE


5 PROPOSAL 5.3 INTERACTIVITY

These interactive elements bring the magazine to life and create greater opportunity for the brand to showcase its products in the best light. Customers will be able to share the magazine easily via social media or email, which will help to bring the publication to a wider audience. Readers can also save their favourite pages to their newsstand library for quick access later on. The magazine as a whole will also be saved onto the library even when new issues come out, so customers will still be able to read back through previous issues. The reader will also be able to shop on the magazine by clicking on any product and adding it to their shopping bag. Other features will include a zoom facility allowing the reader to pinch the screen to zoom in and to zoom out for a closer look at products. The reader will be able to also click on images to enlarge them.

OWN IMAGES


5 PROPOSAL 5.4 LOCATION The digital magazine will be available as a free app on an iPad or iPhone, which can be downloaded from the app store (the version for the iPhone would have to be adapted to fit the screen). It will then appear on the apple newsstand where you can open the app and download the latest A-List issue. The app will notify you whenever there is a new issue out by sending you a push notification unless you subscribe in which case the new issue will automatically download.

OWN IMAGES


5 PROPOSAL 5.5 COST SUMMARY Costs for creating the A-List app will be taken from Mag +, a

• In-app store with customizable banners: plus in-app library with

plug-in for InDesign used for creating apps for tablets and mobile

issue archiving.

devices.

• Instant review on iPad, iPhone, Android Tablets and Kindle Fire.

Costs will be: £1969.79 per month This price includes: • Unlimited apps • Unlimited devices • Unlimited Issues

• Able to publish to additional devices and add the same app to devices such as the iPad, iPhone, Android tablets, Android smartphones and Kindle Fire.

Team In addition to the above costs, a number of work hours will be required. However, production of this magazine would only need

Features that would be available on the iPad would be: • Publish as many issues • Sell subscriptions outside app store • Push Notifications – notify you when there’s a new issue. • Social Sharing: Facebook, Twitter and email • Full support for hotspots, video, audio, HTML, links and popups • Built in audio playlist • Automatic dual orientation • Fully customizable app menu • Marketing tools: Compatible with built-in app marketing tools.

a small team of people, divided into four different areas of expertise: • Graphic/layout designer • Research analyst • Writer • Editor A-List will come out every two months so this would give plenty of time for the Accessorize team to create the magazine in-house.


5 PROPOSAL

5.6 COMPETITIVE EDGE In creating this magazine, Accessorize will take its m-commerce to a new level, delivering an interactive and engaging experience that pushes ahead of its industry competitors. Where stores like H&M, Topshop and River Island use their apps solely to communicate with existing customers, Accessorize’s digital magazine will have wider appeal due to the inclusion of topical, non-sales content. Far from being just a catalogue, the magazine is something that can be read and enjoyed by anybody within the target market – including consumers who may normally shop elsewhere for their accessories. This will give the brand an advantage, helping to convert more new customers while also meeting the technological demands of existing ones.


6 PROMOTION

6.1 LAUNCH 6.2 IN-STORE 6.3 SUBSCRIPTION 6.4 SOCIAL MEDIA 6.5 NEWSLETTER


6 PROMOTION Promotion for the A-list magazine will be via social media, in-store and by Accessorize newsletters. There will also be a launch event in Accessorize stores, where customers will be able to come and view the new magazine and browse through it. Another launch event will take place at the Accessorize head office for people within the fashion industry.

6.1 LAUNCH A-List will launch on the 1st of May 2013. There will be a small event held at the Accessorize head office where bloggers, editors and influential industry professionals will be invited allowing them to see the new publication and ask questions.

OWN IMAGES

Accessorize


6 PROMOTION

6.2 IN-STORE

Introducing

During this week of launch, the magazine will be shown in flagship stores around the

Our new digital publication for iPad and iPhone!

UK, where customers will be able to browse through the magazine on temporary iPads

Packed full of celebrity style, trends and fashion tips, exclusive features and fab competitions

installed for this purpose. Stores that don’t show the magazine will still have promotional materials to make all

Subscribe to our digital publication and get 20% off in-store and online!

customers aware of the launch.

+ Shop the latest

collections straight from the mag! OWN IMAGE


6 PROMOTION

6.3 SUBSCRIPTION Once the customer downloads the magazine they have the option to subscribe. By subscribing, they will receive a 20% discount to use in store or online. The customer will receive an email welcoming them to the new A-list magazine and including the discount code, which can be inputted online or shown at the checkout in-store.

6.4 SOCIAL MEDIA

Introducing

A-List will be promoted through regular social media activity, as the target audience

Our new digital magazine for iPad and iPhone! Packed full of: • Celebrity style

of the magazine matches well with the target audience of Accessorize’s Facebook and Twitter pages. Regular posts will be put on both sites, promoting individual articles

• Trends and fashion tips • Exclusive features • Fab competitions.

Subscribe to our digital publication and get 20% off in-store and online!

-List

May/June 2013

The Elgin Avenue Blogger Monica Welburn talks about the latest trends and her style inspiration

FESTIVAL FASHION

5

KATE UPTON

The new face of Accessorize for Spring/Summer 2013

May/June 2013

destinations (and your 6 suitcase essentials)

KATE UPTON

Blogger Monica Welburn talks about the latest trends and her style inspiration

ds for 2013 Top tren Summer

HIDDEN HOLIDAY GEMS The best kept secret

-List The Elgin Avenue

HOTTEST FESTIVALS OF THE SUMMER

S EA ID T ALS GIF TI RD ~ SEN CA E YL ES IFT ST ER G B M A LE M IN CE ~ SU W ~ ~

The new face of Accessorize for Spring/Summer 2013

FESTIVAL FASHION

5

HOTTEST FESTIVALS OF THE SUMMER

nds forer 2013 Top treSu mm

HIDDEN HOLIDAY GEMS The best kept secret

destinations (and your 6 suitcase essentials)

~

AS IDE S T IAL D GIF ~ ENTCAR LE ESS T GIF STY EB MER A CEL ~ SUM WIN ~

+ Shop the latest Accessorize collections straight from the mag!

from each issue, helping to promote the magazines content and getting a wider audience to read it.

OWN IMAGE


6 PROMOTION 6.5 NEWSLETTER

Outlook Print Message

16/04/2013 16:56

Our new A-List magazine + feautures Bags fit for a princess + the occasion edit​ From: Accessorize Accessorize (newsletter@email.monsoon.co.uk) (newsletter@email.monsoon.co.uk)This This sender your safe list. From: sender is is in in your safe list. Sent: Sent: Wed Wed4/03/13 5/01/137:54 7:54AM AM To: To: Roxi_13_91@hotmail.com Roxi_13_91@hotmail.com

Accessorize sends a regular email newsletter to its customers. This newsletter can be

If you are having trouble viewing this email please click here

used to promote the magazine, notifying customers whenever there is a new issue. It will also highlight content from the magazine and explain how and where to access it.

Introducing

Our new digital magazine for iPad and iPhone!

-List

May/June 2013

The Elgin Avenue

KATE UPTON

Blogger Monica Welburn talks about the latest trends and her style inspiration

Packed full of: • Celebrity style

The new face of Accessorize for Spring/Summer 2013

FESTIVAL FASHION

5

• Trends and fashion tips • Exclusive features • Fab competitions.

+ Shop the latest Accessorize collections straight from the mag!

Subscribe to our digital publication and get 20% off in-store and online!

HOTTEST FESTIVALS OF THE SUMMER

ds for Top treSn ummer 2013

-List

May/June 2013

The Elgin Avenue

HIDDEN HOLIDAY GEMS The best kept secret

KATE UPTON

S EA ID S T IAL FESTIVAL FASHION GIF NT ARD ~ E SSE C 5 YL E IFT ST ER G B M A LE M IN CE ~ SU W ~

Blogger Monica Welburn talks about the latest trends and her style inspiration

The new face of Accessorize for Spring/Summer 2013

HOTTEST FESTIVALS OF THE SUMMER

destinations (and your 6 suitcase essentials)

~

nds forer 2013 Top treSu mm

HIDDEN HOLIDAY GEMS The best kept secret

destinations (and your 6 suitcase essentials)

~

AS IDE S T IAL D GIF ~ ENTCAR LE ESS T STY R GIF EB ME A CEL ~ SUM WIN ~

Work the Summer Trends Shop the latest trends > https://snt123.mail.live.com/mail/PrintMessages.aspx?cpids=a95e…3fa,m&isSafe=true&FolderID=00000000-0000-0000-0000-000000000001

Page 1 of 2

View the feature on our new magazine! Download the free app > This season’s must-have piece!

ENTER NOW >

READ THE FEATURE >

OWN IMAGE


7 BENEFITS

The proposed digital magazine would bring a number of benefits, both for the Accessorize brand and its customers. Firstly, it would satisfy the growing number of young people who wish to interact with their favourite brands via mobile apps, ensuring that these customers are not driven away to other more mobile-friendly stores. It also provides a fun and exciting new way to shop online, giving more context to products and helping people to feel good about their purchases. The magazine will also help to bring Accessorize’s current online content to a wider audience It will make the features from A-List and the blog more readable on the move, and solve the navigation problems of having content spread across separate domains. The lifestyle articles, exclusive to the magazine, meanwhile provide an opportunity to reach out to a new set of customers altogether. This content can be enjoyed by anybody, even if they never shop at Accessorize, just by having the app on their phone or tablet it will increase their awareness of the brand. OWN IMAGE


8 FUTURE

Once the A-List magazine has become more established, it could be expanded to other countries and onto more mobile devices to make it more accessible for all customers. After seeing how the magazine performs in the first year, the frequency of publication can be re-evaluated - whether it will continue to come out every two months or change to once a month. If the frequency remains the same, more features could be added to the newsstand app to ensure users still have something to entertain them in between issues. The Accessorize blog could be moved onto the app, and a reward scheme could be added as well - as many customers are asking for this. Monsoon has its own reward scheme app and Acccessorize would benefit by having one as well. There could also be a possibility to have the magazine published in print and available in-store. Some mobile interactivity could possibly be used with the print magazines for customers that have mobile devices but prefer to read in print. For example, they would still be able to buy online just by scanning a code from a magazine page for a product. Regardless of changes to the A-list magazine app, it is essential that it remains free for the customers to enjoy and browse.


9 APPENDICES

• http://www.surveymonkey.com/s/HZ9LDZ3 Accessorize Stores • Birmingham - Bullring • London - Covent Garden, Oxford Street, Westfield Stratford • Farnham • Epsom • Guildford – Friary and High-Street • London Waterloo Station High-street apps on the iPad/iPhone • Topshop • River Island • New Look • H&M • Monsoon Reward Card • Asos • Asos Fashion Up


10 BIBLIOGRAPHY Accessorize http://uk.accessorize.com/ Accessorize Blog http://accessorizeblog.com A-List http://accessorize-a-list.com/ Asos http://www.asos.com/ Facebook Facebook.com/Accessorize H&M http://www.hm.com/gb/ Mintel Clifford, Emma. (2012). Executive Summary: Fashion Accessories. http://academic.mintel.com/display/629244/?highlight=true Clifford, Emma. (2012). Issues in the Market: Fashion Accessories. http://academic.mintel.com/display/629244/?highlight=true

Mintel Sender, Tamara. (2012). Executive Summary: Fashion Online. http://academic.mintel.com/display/590053/?highlight=true Sender, Tamara. (2012). Issues in the Market: Fashion Online. http://academic.mintel.com/display/590053/?highlight=true Monsoon http://uk.monsoon.co.uk Pinterest http://pinterest.com/accessorizegb/ Topshop http://www.topshop.com/ Twitter Twitter.com/Accessorize Twitter Twitter.com/AccessorizePR


-L i s t

An online digital magazine

Roksana Divsalar, 0901201 EFPI6001: Concept Research and Implementation of a Major Project 12/13

A-List Report  

Report for Accessorize proposing a digital magazine for the iPad and iPhone.

Read more
Read more
Similar to
Popular now
Just for you