Digital Planning- Graphic Layout

_digital planning tools _sasha_bahirwani _alessandra_dibernardo _iida_ruokosuo

_masters_fashion_art_direction

_brand_history

launched Women’s RTW

2007_ _2005 launched Alexander Wang brand,starting with knitwear in NYC

launches T by Alexander Wang, a contemporary priced brand extension

Alexander Wang resigns at Balenciaga to focus on his namesake brand

2009_

_2008 wins cfda vogue fashion fund + catches attention of anna wintour launched handbag collection

2015_

_2011 launches menswear and is noted GQs best menswear designer of the year

_2013 Alexander Wang, designer, is appointed creative director of Balenciaga

alexander wang rebrands their logo in all lowercase typeset

2018_

_2016 the brand launches their first Adidas collaboration

_timeline

_website

_twitter

_instagram

_digital_architecture

_google trends _international singapore + hong kong_ are consistently the top countries searching for alexander wang over time

_national focusing on the US_ market, we found that new yorkers are consistently searching for alexander wang over time

_interest

_talkwalker _conversations week 1 of talkewalker_ analysis we studied_ alexanderwang vs alexander wang we found little to no_ negative interactions only 2% or less* popularity/engagement rose_ in december due to the fall 2019 fashion show and uniqlo collaboration we also noticed a rise in_ engagement and conversation when alexander wang rebranded their logo in late 2018

_engagement

_talkwalker _demographics 60% female interactions_ compared to 40% males 45.4% of the alexander wang_ audience is aged 18 to 24, while 40.3% is 25 to 34 the top spoken languages of_ these users are english_ chinese_ russian_ 30% of the audience is_ interested in fashion [apparel] with 17.2% interested in celebrities and entertainment as of dec 2018*

_audience

_talkwalker _celebrities the celebrities surrounding_ the alexander wang topic are in line with the brand’s social media [who they follow, who follows them] this includes ‘it’ models,_ hip-hop artists, fashion photographers, and popular actresses/actors these celebrities also came up* in our google trends search

_hashtags the hashtags surrounding the _ alexander wang topic

_topics

_talkwalker _twitter _key_engaging_user we found stylist , @DoseOfDian_ was consistently showing up in our weekly talkwalker results she posted about alexander_ wang via twitter, and uses his products in her styling dian uses hashtags_ such as #alexanderwang #alexanderwangshoes to attract other social media users as of december 2018 @DoseOfDian_ only had 2.400 twitter followers

_audience insights

_talkwalker _google trends _kw_finder

_trend_takeaway

new york and california were_ the top searchers for streetwear via google trends

streetwear is more menswear_ focused, with top engaging users being male streetwear is most talked about_ on instagram_

_trend insights

_social media

_trend_takeaway the top trend engaging users_ were found and observed thru talkwalker these users are using instagram_ as their top app the #streetwear hashtag is used_ consistently thru their posts

_trend engaging users

_similar_web _seo_tester _similar_web the united states was the top_ ranking country accessing alexanderwang.com engagement increased from_ september 2018 to december 2018 users access alexander wang_ website mostly via desktop with mobile devices following closely behind

_seo_tester the united states was the main_ searcher of alexanderwang.com roughly 90.000 monthly searches_ 80.4% rank difficulty_ increase from may 2018 as of_ septermber 2018

_search_engine_marketing

_balenciaga _helmut_lang _kith

_takeaway choose competitors based off of content, aesthetic, and_ pricepoint based on an analysis of google trends and seo tester overthe past 90 days,_ balenciaga comes in as a top competitor, often surpassing alexander wang helmut lang is a mid range competitor, there were some_ overlap in search results kith is a close competitor, coming up with nearly_ similar search analytics

_competitor_analysis

_talkwalker _demographics Alexander Wang has a stronger_ female audience compared to its competitors the age range of the interested_ users are mostly the same acrosst the four competing brands, averaging between 47-50% of 18 to 24 year olds the main language spoken by the_ four brand’s users is english with chinese following closely behind

_competitor_audience

_swot_analysis timely post [posts consistently everyday on social media]_ successfully represent youth by using young, successful models and influencers such as the hadid sisters_ has connections with hollywood a-listers such as the jenner_ kardashian clan brand loyalty- Alexander Wang has managed to offer not only a clothing brand but also a lifestyle_

_inconsistent content on social media in terms of theme and colors _moderately strong brand awareness _moderately transparent _not reaching main audience, due to the fact that there is a huge ratio between followers and interaction on social media such as instagram _highly difficult to find information.

strengths_ opportunities_

_weaknesses _threats

Create a stronger brand awareness if Wang could afford more_ transparency Ability to create more conversations if Wang choses to use hashtag_ and writing or using better captions on his images and posts Ability to create more “loyal” following by reaching the main_ audience on social media, which could be accomplished by posting consistent content, showcasing what Alexander Wang is actually about

_many associate Alexander Wang with drug culture and parties, not seeing the artistic aspect of the brand. this could create riffness between parents and teenagers _the brand could come off a little “self obsessed” and destructive with Wang’s “prideful” attitude _often compared with other contemporary brands _easily replaced by its competitors

_insights_and_suggesstions

_conclusion

Alexander Wang has many potential clients who are not aware of his_ brand solution: to create more awareness, visibility and transparency_ which would result in a larger following it is easier to gain more following when these individuals feel_ close relation or “themselves� in the brand keeping the exclusivity of the brand is an important aspect of_ their identity, however, creating more appearance would hardly change it’s exclusive status

_insights_and_suggesstions