OVS Kids

OVS Kids Berta Casagran Costal BA Fashion marketing & communication, level 5, 2019-20 5FAMK003C Visual and video techniques CWK1 Nicolas Godon Word count:

OVS KIDS

Table of content Analisis Our story Market position Current situation Communication background The message Target market Goals Inspiration What not to do

Editorial Catalog Website

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Our story Corporate profile Founded in 1972 in Venice OVS (Organizzazione Vendite Speciali) is the leading fashion retailer in Italy in the woman, man and kid segments. The brand has more than 1600 shops in 35 countries in Europe Asia and South America with 150 million visitors per year, its aim is to provide its clients with an up to date shopping experience.

In Spain they have 55 stores, out of those 44 of are OVS kids.

The brand can also be found in some El corte inglĂŠs which was how they entered the Spanish market. They also sell online in their own website: www.ovsfashion.com/es or through Zalando.

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Under #wecare OVS is committed with sustainable innovation as an important strategic driver that filters through every process along the value chain.

Fabrics • Biocotton “Cultivated using natural methods, without pesticides or chemical fertilizers, to reduce the impact on the environment. The organic method allows us to use 91% less water and ensures better living and working conditions for the farming communities involved in its production” ovsfashion.com • Ecodenim “we use 100% zero PP treatments to make our jeans, which means they are completely free from potassium permanganate, a chemical substance that is harmful to people and the environment” ovsfashion.com • Regenerated polyester “we use a fibre made by recycling plastic bottles at the end of their useful life, with the twin benefits of avoiding recourse to new fossil-based resources and the dispersion in the environment of materials that are not biodegradable. Thanks to regenerated polyester, we can save up to 85% of energy and reduce carbon dioxide by up to 75%” ovsfashion.com

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Market position

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Despite OVS’ revenue of 1415₏ million net sales in 2017, 8% Italian market share and a 97% brand awareness in Italy the company is going through a complicated period after BC Partners who controls a 17.8% of the company failed finding a new buyer and had to negotiate with lenders to amend the terms of its loans.

The main competition for OVS kids is Zara and H&M. Within the same price range and garments, the different between the brands is based in colors, while Zara uses a pallet of pastel colors such as pink and cream or other colors toned down, H&M and OVS go for vibrant colors, blue, green or red. As per materials used by such brands are mostly bio cotton with a clear vision towards recycled polyester to become more ecofriendly in the future.

The three brands are committed to a change towards sustainability offering points to take clothes to recycle, collaborating with other organizations such as water.org or National Geographic.

Current situation

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OVS is launching a new collection for F/ W20. With this collection we want the families to feel identified with the brand and its values: imagination, innovation, openness, italiannes and respect.

We are representing this by a new capsule collection where parents and kids can mix and match and have the opportunity to dress alike with clothes made out of the same fabric and print for kids and adults.

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Communication background

The aim is to make the customer aware of the product core competences. The product section is done by identifying “OVS FAVOURITE� on which OVS defines the online and offline communication with an omnichannel approach.

The communication is focused on the product. For the summer collections, the advertising is mainly shot outside, at a beach or a coastal village, on the other hand, for the fall/ winter collection the shooting is inside on a studio, not only with white background, but vibrant pink, blue or other colours.

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The models go from 5 to 10 years old with different ethnises, backgrounds and styles.

The pictures look prepared with the kids posing but not perfect, as if the chosen one was taken in a moment of fun and relax.

There’s not a style defined, the design of their Instagram changes every now and then, some pictures are up close, some posts have a black frame, some have a picture overlapped, some are close ups and so on.

Events • OVS and Marie Claire social casting 2017 2018: in collaboration with Brave Model Agency, looking for aspiring models in OVS stores all over Italy • Giovanni Allevi for OVS Arts of Italy 2016: The composer at a special concert to launch the Arts of Italy project at the Auditorium in Milan • J-AX in Turin 2016: special guest, rapper J-AX for an exclusive meet & greet in the OVS store in Turin • Vogue Fashion’s Night Out: Special guest, Alvaro Soler for an exclusive live performance in the OVS’ Milan store in Via Torino

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The message

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Have fun like a kid! The lettering needs to be clear and easy to ready and the images natural almost like if it was a family album so the clients can feel identifyed with the brand.

Target market The target for this new collection is families, moms and dads from 25 to 35 years old who want to have fun dressing in an Italian style but have a low budget. Spanish working parents with the minimum salary.

Different families with children age between 3 months to 14 years old.

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Goals The main goal is to be different, open new opportunities joining forces inside the company and reflect the team building with our work.

This collection will bring notoriety to the brand and reach awareness that will be measured with Instagram likes and comments, we will see the conversion rate on social media, new visitors on the website and sales numbers on and offline.

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Where to look for inspiration Families, children’s fairy tales, mountain excursions, autumn colours such as different tones of green, oranges and browns. The Montseny will be the landmark to look at with its treen, lakes and paths.

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What not to do Avoid interior shoots with plain backgrounds. We are looking for a real feeling of the families so no posing, the more natural the better. Try to avoid white pages, we are going for a fun style, but we do not want to forget were we come from either. Don’t over dress and not much makeup.

Editorial

Brief The main theme is animal party. The pictures will be colorful, at the heigh of the kids as if the pictures were taken through the kids’ eyes and in an autumn enviorement.

Stylism 16

Colorful and playful clothes with prints and bold colours.

Models Kids from different ages (from 2 years old to 12 years old) and backgrounds.

Boys and girls.

Hair & makeup The faces of the kids will be painted representing different animals. Natural hair overall with pony tails, no extravagant hairdos.

Model is wearing jaquet from Tommy Hilfiger, jeans from UCB and shoes from Nike

Model is wearing white shirt and jeans from OVS

Girl is wearing shirt and jeans from OVS, shoes from Merkal. Boy is wearing shirt from OVS, jeans from UCB and shoes from Merkal

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Catalogg Jacket

29,95€

Skirt

10,99€ 22

Jumper from

9,95€

Sweater

10,95€

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Skirt

10,99€

Website https://coursework1447165922.wordpress.com

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Bibliography Inditex.com. 2020. Zara - Inditex.Com. [online] Available at: <https://www.inditex.com/about-us/our-brands/zara> [Accessed 31 August 2020].

Modaes.es. 2020. OVS, Ajena En España A Su Reorganización Global: Expande Su Línea Infantil Con Una Nueva Apertura. [online] Available at: <https://www.modaes.es/empresa/ovs-ajena-en-espana-a-su-reorganizacion-global-expande-su-linea-infantil-con-una-nueva-apertura.html> [Accessed 31 August 2020].

Ovscorporate.it. 2020. OVS | Ovs S.P.A.. [online] Available at: <http://www.ovscorporate.it/en/company-profile/ovs> [Accessed 31 August 2020].

25 The Business of Fashion. 2020. Retail Apocalypse Crushes Italian Clothing Company OVS. [online] Available at: <https:// www.businessoffashion.com/articles/news-analysis/retail-apocalypse-crushes-bc-partners-clothing-company-in-italy> [Accessed 31 August 2020].