Promotion and Creative Communication Strategy | Lounge Underwear.

Jessica Carfax

ID: 201313305

Figure 1

SECTION ONE: Situational Analysis

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SECTOR OVERVIEW1

Loungewear defines the middle ground between athleisure and sleepwear – comfortable clothing with a stylish element providing an escape from jeans, business wear or pyjamas (True&Co, 2021). Market Watch (2020) reports the global loungewear market is expected to grow 19.5bn USD by 2024, with a growth rate of 7.6%. The growing market is said to be a result of the increased demand for luxury loungewear (Market Watch, 2020), a demand caused by shifting lifestyles triggered by the Coronavirus pandemic. The market leaders include L Brands, which own Victoria Secret, American Eagle Outfitters Inc and the H&M Group.

Differing from most fashion sectors, the loungewear market is not trend-led meaning it has a less regular purchasing pattern (Dirvanauskas, 2020). With the world starting to re-open, the sector is adapting to provide a solution for those not ready to transition into pre-pandemic outfits (Randone, 2021). After analysing the behaviours of 400 million-plus users, Pinterest predicts that a new trend nicknamed ‘Athflow’ will emerge during 2021. Athflow is described as “professional enough for the ‘office,’ stretchy enough for the yoga mat, and comfy enough for the couch.”

(Pinterest, 2021).

By considering the external variables affecting the macro-environment, it is easier to prepare for any uncontrollable shifts within the market (Posner, 2011). Through conducting a PESTLE analysis, potential opportunities and threats can be determined in advance – (see Table 1). Digital consumption grew considerably during 2020 and online businesses are expected to grow a further 20% during 2021 (McKinsey, 2021). With society following government guidelines to ‘stay home and save lives’, brands had to quickly develop engaging online experiences to ensure survival whilst stores remained closed.

Furthermore, the casualisation trend accelerated throughout 2020 (McKinsey, 2021) – allowing the loungewear market to flourish and survive the pandemic. Spend on loungewear increased by 146% totalling £122m throughout the first six months of the pandemic (Dirvanauskas, 2020). The sector saw an increase in competitors as fashion brands adapted product catalogues to include their own loungewear ranges.

pestle analysis.

Post-Brexit bureaucracy, implications with new trade agreements, and travel restrictions threatening the survival of the UK fashion industry (BBC, 2021). Government urging retailers to check new importing and exporting regulations and changes to licensing and customs processes as a result of increased online sales throughout the Coronavirus pandemic (Fish, 2021).

Government implementing tougher environmental laws and legislation.

Fashion companies recorded approximately a 90% percent decline in economic profit in 2020, the worst year on record (McKinsey, 2021).

Covid 19 and the Economic crisis set to be the fashion industries biggest challenge of 2021 (McKinsey, 2021).

Shopping habits shifted predominantly online due to store closures throughout the pandemic.

Consumers becoming increasingly vocal on social issues and injustices, for example, the growth of the BLM movement in 2020.

Decreased demand for fashion due to limited spending power and the rise in unemployment levels (McKinsey, 2021)

Shift to a ‘casual’ approach whilst working, including an increased demand for Loungewear.

An increase in influencer marketing and social media usage.

Embracing retailing online and using new digital technology are fashion brands’ biggest opportunities for success during 2021 (McKinsey, 2021).

Integrating artificial intelligence into the consumer journey, for example, virtual try-ons (McKinsey, 2021).

The volume of consumer data collected by brands expected to significantly increase allowing for more personal adverts and algorithms (Marr, 2020).

Changes in the immigration system impacting the employment process of workers from overseas.

The Coronavirus Job Retention Scheme extended until 30 September 2021 (gov. uk, 2021).

The National Minimum Wage increased on 1st April from £8.72 to £8.91 (gov. uk, 2021).

The United Kingdom gained full autonomy over GDPR rules post-Covid (gov. uk, 2021).

Embracing sustainability is set to be one of the biggest opportunities for fashion brands in 2021 due to consumers’ increasing awareness (McKinsey, 2021).

Millennials and Generation Z actively applying immense pressure on the government to combat environmental issues.

Increase in sustainable fashion ranges and environmentally friendly brands.

ppolitical. eeconomical.

ssocial.

ttechnological. llegal. eenvironmental.

2 BRAND OVERVIEW

Lounge Underwear, a lingerie and loungewear e-tailer, was founded in 2015 by Dan and Melanie Marsden from their living room in the West Midlands. A local seamstress created their first sample and the brand launched six months later with its Triangle Collection. Targeted towards Millennials and Generation Z females, the brand relies on influencer culture to reach its audience. Dan Marsden (2021) credits the brand’s growth to luck and entering the market at the right time – “in the very early days, it was pure influencer marketing… we were very lucky in regards to we were brought up in a time where e-commerce and social media were blowing up”. Lounge has already seen remarkable growth – achieving revenues between £45-50 million last year (Seares, 2021), an employee count of 100 and a new global HQ in Solihull.

Lounge does not follow current trends, catwalk fashion, or seasonal collections – its products are permanent which differentiates the brand from its

trend-led competitors (Marsden, 2021). This works as loungewear is not a particularly trend-led sector. Since 2015, the brand has been able to perfect its influencer marketing strategy without risking a huge initial investment.

Adding to the authenticity of the brand, Lounge does not often work with influencers on a one-off basis, instead, they sign long-term contracts – allowing for strong relationships to form and trust to build within customers. Lounge values individuality, confidence, and empowerment, and have a mission to help create a world where “women are celebrated in every single shape, every single size, no matter where you’re from, no matter what your story is [or] where you’ve been” (Marsden, 2021). One of the brand’s biggest achievements was raising over £100,000 for breast cancer charities with its #FeelYourBreast campaign. The brand’s ultimate ambition is to “be the world’s biggest underwear brand” (Marsden, 2021).

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Figure 6: Figure 7:

Having a clear brand identity allows Lounge to differentiate itself from its competitors (Posner, 2011).

Kapferer’s (2007) Identity Prism has been used to break down Lounge’s identity and highlight both the

tangible and intangible traits that construct it – (see Table 2). Likewise, Lounge’s marketing mix has been studied to highlight the brand’s competitive advantages and distinctive features – (see Appendix A).

Inclusive models

Comfort and style

Influencer marketing

Logo on all its products

Minimal/Neutral colour palette

Iconic designs e.g., Triangle collection

Stylish and Sophisticated Loungewear

Matching underwear and loungewear sets

Fun

Stylish

Comfortable

Sexy

Youthful

Confident

Inclusive

Social media influenced consumers

Online community with its customers equating to strong loyalty

Brand’s promise is comfort made sexy

Perceived as luxury garments at a reasonable price

Wearers feel confident within themselves

Mainly generation Z and millennials

Good quality

Luxury looking garments

Accessible pricing, e.g., sales, student discount

Inclusivity e.g., models, sizing

Digital, online retailing

physique personality relationship culture reflection self image

Youthful

Social media conscious

Confident and Outgoing

Embracing sustainability (within recent years)

‘Comfort made sexy’ ‘Lounge in Luxury’

Female empowerment (#femalefamily), breast cancer awareness campaign

Feels ‘put together’ in a matching set

Confident and Sexy

Stylised comfort

On Trend

COMPETITIVE REVIEW

As previously discussed, the market has recently seen many competitors emerge and the digital adoption trend has allowed the sector to become fiercely competitive. Figure 8 illustrates Lounge’s position in the market in comparison to its competitors based on two key factors – pricing and in-store vs online experience.

Lounge has established a strong competitive advantage by focusing entirely on influencer culture. Influencer marketing occurs when brands target individuals who have significant influence over the brands’ target audience. A study conducted by McKinsey found that word-of-mouth marketing generated double the sales than traditional marketing (Wong, 2014). By using influencers, consumers can be reached internationally. For example, throughout 2020 Lounge saw sales in France and Germany soar, so local influencers were targeted to further accelerate the growth (Geoghgan, 2021).

Lounge’s online community is one of its USP’s and has allowed them to boost brand visibility within its target audience (Geoghgan, 2021). However, as Lounge is considerably new to market, the brand must establish further loyalty within existing customer and widen its consumer base. Analysing this study’s primary research (see Graph 1), Lounge’s target market considers Urban Outfitters and Vic-

toria Secret as its main competitors; both brands use a mixture of digital and traditional marketing, as well as trading online and in-store. Table 3 illustrates how Aaker’s (1996) strategic brand analysis helps to compare the customer, competitor and self-analysis of Lounge and its main competitors.

Graph 1:

Figure 8:

LOUNGE UNDERWEAR Trends: Not trend-led.

Branding on all products. Every garment is monochromatic.

“comfort made sexy” (Lounge Underwear, 2021)

Motivation:

Shopping for style and comfort. Relates to brand values.

Influenced by social influencers.

Unmet needs:

Student discount and promotional offers.

Free returns and delivery.

Virtual size guide and help hub.

Segmentation:

18-30.

Female.

Social media conscience.

Sophisticated style.

VICTORIA’S SECRET Trends:

Trends-led.

Sexy and Mature – Victoria Secret

Youthful and Fun – Pink

Motivations:

Influenced by celebrity endorsement.

Market leader, trustworthy brand. Shops for stylish pieces to make them feel confident.

Strong brand identity in-store.

Unmet Needs:

Sales promotions.

Brand identity on garments, shopping bags etc.

Not just underwear, they sell cosmetics, clothing, bags etc.

Segmentation:

Female

Different ranges for different age demographics e.g., Pink for younger girls. Middle-class incomes.

Brand Image/Identity: (see table 2)

Strengths: Strong brand identity. Very knowledgeable with influencing marketing. Named one of the fastest-growing brands by The Sunday Times. Inclusive reputation. Not many specialised competitors like itself.

Good quality, competitive pricing.

Vulnerabilities: Cannot provide an in-store experience. Customers cannot ‘try before they buy’. The increase of competitors due to the Coronavirus pandemic.

Brand Heritage: Launched in 2015.

Purely relies on influencer marketing. Big Black Friday and Anniversary Sales.

One of the fastest-growing brands. #FeelYourBreast Campaign. #RedefineNormal Campaign.

Brand Values: Comfortable and Good Quality. Stylish, Classic Pieces. Female Empowerment.

Brand Image/Identity:

“Glamourous. Iconic. Powerful.” – Victoria Secret (L Brands, 2021).

“Live cool. Live comfy. Live PINK.” –PINK (L brands, 2021).

“Lingerie made to be seen” (Victoria Secret, 2021).

Strengths: Huge brand recognition. Loyal consumers.

Strong Brand Identity – largest lingerie retailer in the US (Hanbury, 2021).

Renowned annual fashion shows (pre2019).

High profile celebrity endorsers e.g., Kendall Jenner.

Vulnerabilities: Previous bad reputation. Poor online shopping experience. Not inclusive. Media backlash.

Recent fall in market share, new competitors taking over.

Brand Heritage:

L brands acquired Victoria Secret in 1982 for $1 million.

First fashion show in 1995. Victoria secret online website launched in 1998.

Introduced PINK in 2004 – a lifestyle brand celebrating university-age women (L brands, 2021).

Brand Values:

Rebranded after backlash to be more inclusive.

Sexy and Glamourous. Stylish.

Being Iconic. Confident.

“fulfil[ing] our customer’s desires” (L brands, 2021).

URBAN OUTFITTERS

Trends:

Cool, Urban and Edgy. Renewal collection repurposes and reinvents sustainably sourced vintage pieces (URBN, 2021).

Trend-led.

Classic collection with an original twist.

Motivations:

Wants to be seen in current, trendy clothing.

Stylish.

Fashion Forward. Can get unique garments

Unmet Needs:

Student discount. Often promotion sales.

In-store experiences e.g., photobooth.

Segmentation: Unique styles. Up to date on social issues. Female and Male. Generation Z and Millennials.

Brand Image/Identity: Creative products. Unique look. Refreshing style. Trendy and stylish.

Strengths:

Strong brand aesthetic within stores, social media, and website. Large product catalogue. Loyal customers. Global retailer.

Stocks a range of brands.

Vulnerabilities: Some products deemed too expensive for the level of quality. Online experience not the best. Poor quality.

Brand Heritage: Originally named ‘Free People’. The original mission was to provide second-hand clothing, furniture, jewellery and home décor to college students (URBN, 2021).

Lifestyle retailer.

Brand Values:

Strong, emotional bond with consumers (Urban Outfitters, 2019). Distinguished quality and service (Urban Outfitters, 2019).

Customer loyalty.

Diversity.

Creativity.

Honesty.

customer analysis. competitor analysis. selfanalysis.

Victoria Secret has built its brand identity over many years – including introducing its renowned annual fashion show in 1995. In 2019, Victoria Secret generated $6.8 billion within the $184 billion intimates market (Sabanoglu, 2021). However, consumers attitudes have changed considerably within recent years, and the once most-watched fashion event became labelled as sexist and criticised for lacking diversity (Whelan, 2019). Lbrands was forced to cancel the show and reposition to survive in a market of socially responsible consumers. Its social media accounts are now visibly more diverse, including both plus-sized and transgender models, however, many consumers still perceive the new efforts as ‘skin deep’. Lounge’s inclusive vision is at the core of the brand – defining diversity as “breaking down the walls that the industry has built up over many years” (Thomas, 2020), walls many believe have been reinforced by the likes of Victoria Secret.

Figure 9:

Figure 10:

Figure 11:

Urban Outfitters believe they are “dedicated to inspiring customers through a unique combination of product, creativity and cultural understand” (URBN, 2021). Urban Outfitters is a lifestyle retailer, selling both clothing and homeware, however, 28% still regard them as one of Lounge’s main competitors. The brand targets the same age demographic; however, also targets men and deliver ranges which attract those older and younger than the core target audience. Urban does not directly compete in the loungewear sector, however stock many brands that do, such as Calvin Klein, Tommy Hilfiger and iets frans. The store regularly utilises sale promotions such as sales, offers and perks like student discount, as well as using social media adverts to attract customers and inspire purchases. Although, many consumers (see appendix B) believe that Urban is overpriced for the quality of its products, which could be a threat if competitors provide better value for money.

Figure 12: Figure 13:

CONSUMER RESEARCH 4

market segmentation.

The loungewear sector is segmented into material, application, distribution channel and region (transparencymarketresearch, 2021). Cotton, wool, and silk tend to be popular materials due to their lightweight and comfortable characteristics, and the market tends to be dominated by women with a need for stylish, comfortable clothing. Additionally, North America leads the global market as American culture tends to be more relaxed,

while Europe (specifically Germany) is following close behind (transparencymarketresearch, 2021). Since Lounge is an e-tailer, they rely on digital platforms to build brand recognition and its customer base. Its target market can be segmented into demographic, psychographic and behavioural characteristics – Table 4 provides an in-depth analysis to better understand Lounge’s typical consumer.

Figure 14:

Figure 15:

Lounge Underwear targets female consumers, between the ages of 18-30 years who mainly belong to either generation Z or are millennials.

They are mostly students or young professionals living in student or rented accommodation near their place of work – some will also be living and/or working at home before moving out for the first time. As a result of being young professionals, they have a lower disposable income than older generations.

This target audience possesses a lot of brand loyalty with their favourite brands, however, are open to discovering new brands through recommendations from friends or influencers.

Generation Z purchases frequently online due to being the most tech-savvy generation whilst Millennials frequently purchase online due to the ease of ordering from their home.

They are constantly browsing online even without purchasing intent due to their interest in fashion – they are heavily influenced by trends.

They are price sensitive due to their lower-income so benefits such as student discount, free delivery and returns etc are highly valuable to them.

Lounge’s target consumers are becoming increasingly aware of the environmental impacts of their purchasing habits and are making a conscious effort to limit their harmful impacts. Looks for quality clothing to a certain degree because of the limitations of their budgets. Enters giveaways and competitions through social media.

Many of Lounge’s customers are from the United Kingdom, where the brand originates, however, the brand has considerable growth in the likes of Germany, Australia, and the USA.

Originally from rural areas, but currently residing in cities due to University or their jobs. Many target consumers have travel aspirations to explore the world.

This target consumer tends to be very interested in fashion and keeps up with the latest trends through social media/magazines etc. Additionally, they are some of the first to adopt the latest technology e.g., the latest iPhone. They are very social media conscious – checking social media apps constantly throughout the day. They meet up with friends frequently, mainly by going out for drinks or having shopping days.

They stay up to date on social issues, for example, feminism issues, the BLM movement, climate change concerns. Leading a healthy lifestyle is fairly important – both in exercising regularly and eating clean most of the time.

They possess traits such as being extroverted and spontaneous, very keen at meeting new people and making friends. Regularly dating.

Very influenced by social influencers e.g., YouTubers, bloggers, celebrities.

Determined to advance up the career leader or successfully graduate from their education. Cares for issues such as mental health – actively fights to combat harmful stigmas. Cares greatly for their appearance.

Bakes and reads to relax, listens mainly to pop music.

Their values include friendship, equality, and independence.

Aspirations of a good quality life, starting a family and living comfortably within their own skin.

bbehavioural. ggeographical. 12.

feminism

MOOD BOARD

Figure

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Figure

Figure 20:

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Figure 22:

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Figure 25:

Figure 26:

Figure 19:

consumer decision process.

Consumer touchpoints, a concept by Davis & Dunn, are essential in the consumer’s decision process as they can either convert them towards or away from the brand (Posner, 2011). Table 5 explores the potential touchpoints which may affect Lounge’s consumers’ purchasing decisions.

By using Oberlo’s (2019) Consumer Decision Journey model (see Appendix C), the overall customer experience of Lounge’s target audience can be observed. The most positive part of the experience tends to be the consideration and research stage as the consumer is already interested in the brand and are actively considering purchasing. Furthermore, if the consumer is satisfied with their purchase, they are most likely to share their experience with friends and family. However, there are many po-

pre purchase purchase post purchase

tential pain points throughout the journey which the brand needs to try and eliminate to limit any negative aspects of the journey. For example, as an e-tailer, if the consumer is not satisfied, returning the items pose a much bigger hassle than brands with a physical store. Furthermore, if an influencer persuaded the purchase and the consumer ended up dissatisfied, they may no longer trust sponsored posts. The main components important to the consumer seem to be size inclusivity, perks and benefits, value for money and ease of purchase. Moreover, each customer is most likely to become aware or discover the brand through digital adverts or influencer marketing, so Lounge must continue utilising these promotional methods as they have already proven successful.

touch points.

Website, Social Media Adverts e.g., through Instagram, PR e.g., influencer sponsored posts, User Generated Content e.g., YouTube reviews, Social Media pages.

Experience purchasing through Lounge’s online store, Help hub e.g., size guide, Packaging, Sales Promotions and discounts, Quality of product, Branding. Garment performance, Aftercare of garment, Returns Policy, Social Media reviews, Post-purchase customer service, Recommendations and Feedback, Loyalty Programs.

SECTION

TWO:

Marketing & Communications Plan

Figure 27:

OBJECTIVES

As highlighted in the situational analysis, the rise of stay-at-home wardrobe throughout 2020 caused more brands to focus on introducing cosy basics (Muston, 2020), meaning a surge in competing loungewear products. The following marketing objectives have been concluded to allow Lounge to build upon its current marketing strategy.

marketing 01 02 03

To grow its market presence, Lounge must widen its customer base. Hence, this promotion campaign will focus upon increasing brand awareness within its existing target market in hopes to obtain new customers with the same consumer profile.

expand customer base. grow lounge’s social media presence.

Lounge utilises digital marketing to communicate with its customers. Building its online community is essential to further strengthen its brand identity and online presence.

establish a new collaboration collection.

Utilising influencer culture is a key part of Lounge’s existing marketing strategy, therefore, establishing a new influencer collaboration will entice new and potential customers and allow for a competitive advantage.

The success of these objectives will be measured through consumer reaction in terms of sales and the growth of the brand’s social media accounts within the specified timeframe. This campaign will run from August 2021 to January 2022.

target audiences. primary audience. secondary audience.

p s

The primary audience of this campaign will be the same Lounge currently target, therefore female, 18-30 years, and considerably social media conscious. As the customer research concluded, this target market shares their lives frequently online and are very influential on each other –this will help raise brand awareness within the existing target market through word of mouth. They share interests such as leading a healthy lifestyle, socialising with friends, and being driven to further their careers. This consumer values their independence and confidence while being particularly vocal on social issues such as equality and the environment – social media enables them to express their opinions and views more easily. Lounge can utilise these traits to achieve its marketing objective of growing brand awareness through eWOM.

The secondary audience, who can be considered as a subgroup of the primary, are those with brand loyalty towards Lounge’s competitors. To fulfil the brand’s marketing objectives of expanding its customer base, Lounge needs to obtain a strong advantage to attract new potential customers. Referring to the customer profile, these consumers value quality products with a reasonable price tag, stylish designs and regularly browse around before purchasing. The questionnaire results (see Appendix B) discovered that limited edition collections pique their interest regularly and lead them to consider a purchase.

“Since the establishment of Lounge Underwear, we strive to bring you comfort made sexy. Our mission is to make every woman feel amazing in their underwear and provide loungewear to relax in style. We are marching towards a world where every woman is celebrated, no matter where they have been or how they look. Now, we are introducing an exciting collection in collaboration with your favourite internet besties. The duo, known as Sophia & Cinzia, have worked closely with us on a new range inspired by female empowerment and friendship. Our products inspire our Female Family to feel confident and inspired from the moment our items arrive at your doors… We are proud to introduce Sophia and Cinzia into the heart of our family.”

“ positioning statement. positioning strategy.

The market map presented in the situational analysis depicted Lounge’s position in relation to its competitors. This campaign does not wish to reposition but instead provide a competitive advantage with an exclusive collaboration with up-and-coming stars, Sophia & Cinzia. By targeting the duo in their growth stage of the celebrity lifecycle means that as they grow in popularity, Lounge’s brand recognition will grow alongside them (Lea-Greenwood, 2013). As competitors have previously thrived using celebrity endorsers, introducing a collaboration will give Lounge that distinctive advantage that will entice consumers to switch their loyalty towards Lounge. As Lounge has strong insight into influencer culture, the introduction of this collaboration will not be unexpected. Sophia and Cinzia will introduce new customers to the brand, which will, in turn, widen Lounge’s con-

sumer base, while creating buzz and press coverage surrounding the launch (Lea-Greenwood, 2013). Furthermore, the pair are experienced in creating engaging digital content which will aid Lounge in achieving its objective of growing its social media presence.

Sophia & Cinzia share a YouTube channel posting videos such as weekly vlogs and fashion hauls. The pair collectively have over 873k Instagram followers and over 104k listeners on their weekly podcast, ‘The Girls Bathroom’ where they share advice with their predominantly female followers. The pair strives to inspire confidence within their followers, aligning with Lounge’s brand values, and are long-term Lounge endorsers. Their followers fall into the targeted audience of this campaign, making them ideal collaborators.

Figure 28:

sophia tuxford.

Figure 29:

Figure 30:

OBJECTIVES communication

The following communication objectives provide insight as to how Lounge will achieve its overall marketing objectives.

01

to partner with key influencers who will promote the collaboration and brand with new potential customers.

By partnering with influential individuals, the news of the collection will be communicated with the correct target audience.

02

to increase consumer engagement online by increasing promotional activity on all social media platforms.

Increasing Lounge’s online promotional activity will encourage consumers to engage with the content, stimulating its online presence to grow and increasing the brand’s visibility to the target audience.

03

to communicate the new collaboration with Lounge’s existing customers through the #FemaleFamily community and #MyLoungeLife blog.

Lounge has constructed a loyal community called its Female Family, so it is essential to communicate the new release with its most loyal customers.

04

to create buzz around the release of the new collaboration that will pique the interest of new and existing customers, including hosting a competition to win tickets to an exclusive launch event.

Brand awareness is a key aspect to increasing Lounge’s market share. By creating a competition where consumers must share the campaign on social media allows news of the collection to reach more targeted consumers.

AIDA model.

The AIDA model highlights the linear process this campaign will follow from when the consumer first becomes aware of the product, and how their initial interest will hopefully result in a purchase (Easey, 2009).

attention interest desire action

The first stage of this promotional campaign is to catch the attention of the target audiences through engaging social media content and targeted influencer marketing (Cope & Maloney, 2016). This is where the consumers will first become aware of the new collaboration through various promotional vehicles within the communications mix and allow for personalised advertising within the next stage. As Lounge is an e-retailer, it is essential the brand utilises its social media presence to inform its existing customers of the new collaboration and build excitement around the launch. Furthermore, by developing a competition for existing consumers to share to their own accounts, the attention of potential consumers within the same target market can be reached. Primarily Lounge’s owned media and shared media will be utilised in this stage.

Once news of the collaboration reaches the targeted audiences, the next promotional aspect will highlight the benefits of the collaboration to stimulate interest (Cope & Maloney, 2016). This is where the paid media in the communications mix (see table 7) will be particularly beneficial. Influencer marketing will be at the core of this campaign, with bloggers and influencers sharing the collaboration with their followers. The desired outcome for this stage is that the target audience is now fully informed about the collaboration and want to actively seek out further information on their own accord.

This stage of the model is about persuading the customers that purchasing this collection will satisfy their needs and wants. Lounge will provide the chance to win a personalised experience meeting Sophia and Cinzia at an exclusive event, inspired by both the duo and Lounge’s brand’s image – a ‘slumber party’ inspired launch party. The competition developed in this campaign allows the consumers who participate to win tickets to the event, creating buzz and excitement surrounding the launch, raising awareness of the campaign and boosting the brand’s visibility within the target market.

Lastly, due to the exclusive nature of the collection, consumers will feel eager to make a purchase decision more swiftly than if they were casually browsing Lounge’s usual products. Moreover, the authenticity of this partnership and the strong influence Sophia & Cinzia have with their followers will instil trust within the targeted consumers as the collaboration will not seem forced or out of place. Furthermore, sale promotions, for example, student discount and free delivery will persuade the consumers to make a purchase – from the consume research, it is evident that this target market values added benefits such as these.

Table 6:

communications mix.

This campaign will draw upon many of Lounge’s current successful promotional techniques as this is one of the brand’s biggest strengths. The Integrated Marketing Communication Mix (see appendix D) has been utilised to provide Lounge with a clear direction to communicate the campaign to its targeted audience throughout different stages of the consumer decision journey.

WORD OF MOUTH:

As Lounge is predominantly utilising digital marketing, this campaign relies heavily on word of mouth and social shares. Friends and family act as a particularly reliable source of information in the consumer decision process, alongside influencers, and can typically sway purchases more regularly than traditional forms of advertising (Jackson & Shaw, 2009). The competitions rely solely on social shares as this is how the entries are counted. Furthermore, as essential word-of-mouth communication is to the campaign, it will be important to monitor any publicity that might turn negative as it can be very damaging to the brand (Jackson & Shaw, 2009) – although Lounge has not yet received any public backlash unlike its main competitor Victoria Secret.

HASHTAGS:

As previously discussed, to enter the competitions, customers must share the post with their friends through their social media accounts. To add to the momentum of this campaign, two hashtags, #LoungexSophia&Cinzia and #Lounge’sNightIn have been composed to give the collection its own identity and personality. These hashtags will give content sharers and consumers a way to access and process relevant information without meeting an overload of posts (Potnis & Tahamtan, 2021) – essentially Lounge’s hashtags will allow consumers to engage with the content of the collaboration in a controlled manner.

SOCIAL MEDIA:

Utilising Lounge’s own social media accounts will play a big role in this campaign. Lounge has collectively over 3 million Instagram followers and 516.5k followers on TikTok. By utilising Lounge’s owned media, information regarding the collection will reach millions of customers in an extremely cost-effective manner. Lounge’s Instagram will tease the collection, announce the competition, and repost positive customers reviews and shared posts, as well as replying to any queries or concerns regarding the collaboration. Generation Z and Millennials spend huge amounts of time online, especially on Instagram as this is their favoured platform, so this is where most consumers will most likely learn about the collection. Lastly, its social media feeds act as a lookbook displaying Lounge’s garments on a variety of diverse models, meaning customers can better engage what the products may look like on themselves, instilling confidence in their purchase decisions.

USER-GENERATED CONTENT:

Potential user-generated content, e.g., unpaid YouTube hauls or coverage of the launch event, has the power to be very influential in spreading awareness of the collection and brand. However, this is extremely hard to control and predict. Earned media will draw in prospective buyers and can turn them into brand advocates without a large amount of initial investment, which will heighten brand visibility to a wider range of potential consumers (Newman, 2014).

eearned media.

sshared media.

INFLUENCER MARKETING:

SOCIAL MEDIA ADVERTS:

EMAIL MARKETING:

ppaid media. oowned media.

The main component of this communication mix will be influencer marketing. As previously discussed, the brand thrives off influencer culture so the brand will use its already established partnerships with 20 influencers to share news of the collaboration and help promote the collection to the desired target audience. The use of social media marketing has broken the wall between consumers and Lounge as consumers can now interact with what is being advertised to them (Glucksman, 2017). According to Batra & Keller (2016), social media marketing can elicit emotions making the consumer more likely to commit to a purchase. Through using trusted influencers, confidence will build within their followers, (who fall under the target audience), and allow consumers to feel as if they are making a more informed purchase (Glucksman, 2017). The chosen influencers will post Instagram posts, stories and potentially mention the collaboration in their usual content, e.g., a YouTube video.

Using new technological advances such as Big Data, social media adverts will be directed towards the targeted consumers to pique their interest or inspire them to act and make a purchase. These social media adverts will showcase the collection and attract the consumers’ attention and allow the consumer to click on the ad and be instantly directed to Lounge’s website.

Email marketing will be targeted towards those who have strong brand loyalty to Lounge and have previously subscribed to the brand’s mailing list. News of the collection will be instantly shared to the customer’s mailbox as these consumers can almost be guaranteed to take an interest. Batra & Keller (2016) concludes that direct and database marketing can instil loyalty within subscribed consumers and increase engagement within Lounge’s loyal customers.

WEBSITE:

Lounge’s website is arguably one of the most essential forms of media throughout the consumer journey as this is primarily where customers will decide whether to purchase or not. The website should be effortless to navigate as visitors will decide how they feel about the brand based on its physical evidence (Harris, 2017). Lounge’s identity will be coherent throughout the site by using its logo, colour schemes and taglines to portray the brand’s essence to the customers (Harris, 2017). Once news of the collaboration launches, site visitors will be alerted immediately and easily redirected to browse the collection, as well as an option to sign up to email marketing to stay further updated.

BLOG:

Lounge’s blog, #MyLoungeLife, will assist in building its online community and update its loyal followers regularly. The blog will further portray the brands’ identity and values to visitors and will continue to promote the brand’s message of inclusivity and female empowerment, allowing trust to be communicated between the brand and consumers (Harris, 2017). The blog will provide behind the scenes content from the collaboration and launch event to create further buzz and excitement surrounding the collection.

LAUNCH EVENT:

The launch party will take place the night before the collection’s release date to stimulate hype and potential press coverage around the collaboration. Customers will have the chance to win tickets to this exclusive event by sharing the announcement post and tagging their friends in the comments. This will hopefully make new and potential customers under the same target market aware of the collaboration by utilising Lounge’s existing customers. There will be sixty guests alongside Sophia & Cinzia, their influencer friends and members from the Lounge team to ensure the event goes as smoothly as possible. The theme of the event will be a ‘Girls’ Night In’ which is on-brand with Lounge and matches the vibe of the YouTube duo. The attendees will be able to help themselves to food and drink, a goody bag, attend a Q&A session with the girls and have plenty of photo opportunities to create content to share on social media. The winners will get an exclusive look at the collection before it is unveiled to the rest of the world. Batra & Keller (2016) conduct that events create further brand imagery and personality, which will ensure trust in consumers after learning about the brand in the consumer journey process.

campaign costs.

Promotional Activity: Pricing Breakdown:

Budget Breakdown: Marketing budgets are recommended to be between 5% and 12% of a company’s total revenue for 2021 (Web Strategies, 2020).

Lounge’s estimated revenue for previous year (2020): £50,000,000

Lower bound (5%): = £2,500,000

Upper bound (12%): = £6,000,000

Averagely (8.5%): = £4,250,000

Taking into account that Lounge Underwear will be running other campaigns throughout the year, this campaign should not take up the entirety of the marketing budget.

The estimated cost of this campaign: £123,681

Photoshoot with Sophia & Cinzia:

Makeup and Hair: £300 (Pamela & Andrea, 2021).

• £80 make-up artist per/person (x2).

• £70 hairstylist per/person (x2).

Shoot Location: £250 (My Studio Hire, 2021).

• 9-hour session, including equipment and lighting.

Photographer: £1,580 (eyeMedia studios, 2021).

• £790 per/person for six outfit changes (x2).

Launch Party: Launch Event Venue: £4,728 (appear[here], 2021).

• The Black & White Soho Shop, Greek Street - £2044 per/day (for two days).

• Staffing at £140 per/day (for one day).

• Design services from £500.

Food & Drink: £1,124.80

• (x40) Domino’s Pizza for £379.80 (with 50% off deal), (Domino’s, 2021).

• (x216) Assorted donut tower/wall for £355, (Krispy Kreme, 2021).

• (x100) hot chocolate bar hire (with staffing) for £325 + VAT – rang for enquiry. (Sweets for my sweet, 2021). Activities: £2,700

• (x60) Nail polish treatment for £15 per/person. (Laura’s Mobile Beauty Treats, 2021).

• (x60) Gift bags at £30 per/person.

Decorations: £100

• S&C light up initials at £100, (Just Occasionally, 2021).

Influencer marketing: Influencer Costs: £41,242 (Influencer Marketing Costs, 2021).

• 20 influencers will be used (with 2 posts per/person) Sophia Tuxford has been used for a rough estimate, $1431.82/£1031.05 per/post. (x40) £1,031.05.

Social media adverts: Instagram Adverts: £48,200 (WebFX, 2021).

• $6.70/£4.82 per 1,000 impressions (x10,000), = 10,000,000 impressions.

TikTok Adverts: £13,800 (AdEspresso, 2020).

• $1.82/£1.38 per 1000 impressions (x10,000), = 10,000,000 impressions.

YouTube Videos: £6,000 (DigitalMarketing.org, 2017).

• For a channel with 100k–500k subscribers (Sophia & Cinzia have 368k followers), it costs an average of £1000-3000 per video. Using the higher estimate for two videos.

Email marketing:

Email Design: £2,156.20 (WebFX, 2021).

• 2 emails per/month at $600/£431.24 (for 5 months).

International Competition: International Prizes: £1,500

• (x15) £100 gift card.

Figure 31:

SECTION THREE: Creative Plan

Figure 32:

These creative objectives have been composed to highlight how the following creative plan will enable Lounge Underwear to achieve its marketing and communication objectives.

OBJECTIVES creative 01

create an online competition that will boost brand visibility and increase awareness of the campaign through social shares.

host an exclusive launch event in Soho, London which will enhance Lounge’s brand identity and personality.

ensure the launch event embodies both Lounge’s brand personality and the visual aesthetic of Sophia and Cinzia’s collection.

create engaging social media adverts which will catch the attention and pique the interest of both new and potential customers.

ensure customers and influencers are constantly contributing and engaging with online content under the hashtags #LoungexSophia&Cinzia and #Lounge’sNightIn to aid the growth of Lounge’s social media presence.

creative strategy.

Figure 33:

Figure 34:

email marketing.

owned media.

As Lounge relies heavily on its online presence, it is beneficial to use digital marketing rather than traditional means, such as print media – this is due to the digital nature of the brand and the target consumers’ lifestyles. Lounge’s owned media will announce the collection to those who regularly visit the website, blog or have subscribed to its mailing list and continuous updates will be shared throughout the campaign that will excite loyal customers.

Figure 35:

uk competition.

Figure 36:

Figure 37:

international competition.

The UK competition will be announced on Lounge’s socials one week before the collection’s launch. To enter, customers have to tag three friends in the post’s comment section and share the post on their own Instagram story. This will spread the news of the collaboration through eWOM and ensure that the correct target market is being reached. Thirty winners will be randomly selected to attend the event taking place the night before the release (#Lounge’sNightIn); each winner can bring one guest with them. Although the collaboration will be available internationally, only those within the UK will be eligible to enter. However, to spread global awareness, international customers can enter a different competition on TikTok where they have the chance to win one of three £100 e-gift cards every month to spend on the collection.

Figure 38:

#Lounge’sNightIn with Sophia & Cinzia will take place in Soho, London, in a rented pop-up space that will be designed to visually represent the chosen theme. This location has been chosen as it is close to Lounge’s global HQ and will most likely be the easiest destination for the attendees to travel to. The event will provide an array of stunning photo opportunities for attendees to share their memorable experience on social media, generating content that will simultaneously act as a promotional method when shared under the hashtag #LoungeXSophia&Cinzia. Each attendee will have the opportunity to take a photo with Sophia & Cinzia in front of a meet and greet backdrop and be involved with an interactive Q&A session inspired by their podcast ‘The Girls Bathroom’. Attendees will have the opportunity to be the first to purchase an item from the collection before it officially launches the next day. The event will resemble a slumber party, and guests will be gifted a ‘pamper pouch’ full of goodies and a Lounge gift card. The catering and activities will also reflect the theme of the night – the following vision board will visually demonstrate the intended theme.

Soho, London

Figure 39:

Figure 40:

Figure 41:

Figure

Figure 43:

Figure 44:

Figure 45:

Figure 46:

Figure 47:

Figure 48:

Figure 49:

Figure 50:

Contents:

- personalised eye mask and hot water bottle

- £25 gift card

- two face masks

- two bags of candy kitten sweets

Figure 51:

Figure 52:

Figure 53:

social media.

Figure 54:

Figure 55:

Figure 56:

Figure 57:

Leading up to the release of the collection, Sophia & Cinzia will tease their followers that they have been working on something special to create buzz and excitement regarding the announcement. One week before the launch event, Lounge Underwear will reveal the collaboration on its main Instagram account and details as to how to win tickets to the launch event.

Figure 58:

Figure 59:

influencer marketing.

As Lounge’s main form of promotion, this campaign will continue using influencer marketing to distribute news of the collection to the target audience by gifting PR packages to the brand’s existing endorsers. As Lounge has spent years building close relationships with its brand endorsers, Lounge can expect that the reactions to the gifted products will be positive and well-received. The endorsed posts will be shared on Instagram using the hashtag #LoungeXSophia&Cinzia, and most likely feature in some of their YouTube videos.

Figure 60:

Figure 61:

SECTION FOUR: Media Plan

Figure 62:

The following media objectives have been composed as a way to measure the success of the creative strategy in terms of reach, frequency, continuity and geographical scope.

OBJECTIVES media 01

ensure all promotional content reaches the target audience by utilising digital technology, such as Big Data, to direct adverts to the correct demographic and by using Lounge’s online community to grow the brand’s visibility within the same target market through word-of-mouth marketing.

create a large amount of buzz and awareness around the launch date, then continue to consistently release promotional content over the remaining months of the campaign.

continually grow Lounge’s social media presence by enticing customers to engage with online content and establishing emotional connections between consumer and brand.

to make all international existing and potential customers aware of the new collection, with a particular focus on the UK launch event.

media strategy.

Campaign Photos: The first stage is to shoot professional photographs of the collection’s pieces which will be used throughout the entirety of the campaign to promote the collaboration to the target audience. Since Sophia and Cinzia are the faces of this collaboration, they will model the clothing so the items on the website are recognisably part of the collection, likewise, these photos will be used in all the digital promotional materials. The photoshoot will take place in a photo studio in London, with a professional photographer and lighting, and a make-up artist and hairstylist will be provided.

Email Marketing:

The first email in September will tease the collection to those who have previously signed up to Lounge’s mailing list, and the second email will announce the collection’s release. Emails will be distributed twice a month, often enough to successfully promote the collection to Lounge’s most loyal customers, but not frequent enough that receivers will become irritated. Throughout November, December and January, promo codes will be released to email subscribers to entice them to visit the website and make a purchase

Launch Event:

The Launch Event, ‘a Girls Night In’, will take place on the 24th of September, the day before the collection officially launches on the website. A rented pop-up space in Soho, London will be converted to host the event and the venue location has been chosen as it will most likely be the easiest place for winners across the country to travel to. The event has a ‘slumber party’ theme which is reflected in the catering and activities –pizza, doughnuts and hot chocolate will be provided to all guests alongside the chance for attendees to get their nails painted. Furthermore, all guests will be gifted a goody bag nick-named the ‘pamper pouch’, which includes a sleep mask, a hot water bottle, sweets, face masks and a £25 Lounge gift card which they can spend on the collection at the event. The collection will be attractively displayed on clothing rails for guests to get an exclusive first look at the collection. Sophia and Cinzia will also be holding a Q&A session inspired by their podcast ‘The Girls Bathroom’ for an hour, commencing at 8:30pm. Afterwards, there will be plenty of opportunities for guests to create content and share their experience online, including a meet and greet photo opportunity with the girls themselves. The competition will be announced on the 13th of September and winners will be announced on the 20th of September. Sophia and Cinzia’s close influencer friends, such as Olivia Neill, Flossie Clegg and Grace Foley, will also be invited to attend to show support and publicise the event on their socials to create further buzz and excitement.

International Competition: As the #Lounge’sNightIn competition is exclusively UK based, five international competitions will take place throughout September to January. To have a chance of winning a £100 Lounge e-gift card, all customers have to do is tag a friend, follow Lounge Underwear and follow Sophia and Cinzia on TikTok. This will utilise Lounge’s existing followers to spread the competition to potential new customers through social shares and raise the brand’s visibility within the target audience.

Social Media Content: Social media content and adverts will be frequently posted throughout the campaign, utilising the platforms Instagram and TikTok as these are the targets audience favourite and most-used platforms (Ypulse, 2020). The posts leading up to the launch date will tease the collection on Lounge’s social media accounts to its existing followers and the use of Cookies and Big Data will direct the paid adverts to the target demographic in hopes to widen the brand’s consumer’s base. Furthermore, around the collections’ release, Sophia and Cinzia will upload two YouTube videos dedicated to informing their loyal followers of the collection as their followers will most likely want to share the news with their friends and be amongst those most excited to purchase from the collection.

Table 9.

influncers.

Lounge will continue to work with influencers that they have already established long-term contracts with as the brand has already formed strong and trusted relationships with them. The following twenty influencers have been chosen as their followings fall into this campaign’s target market, so it

can be assured that the correct consumer is being reached. The influencers will be gifted items from the collection to share on their social media, either by posting pictures onto their feeds or posting a sponsored story using the hashtag #LoungexSophia&Cinzia.

Figures 63-82:

montly schedule.

Promotional Vehicle: August

Week One Week Two Week Three Week Four

Shooting & Editing Campaign shots for Social Media and Website.

Monthly Cost Breakdown: Total Cost of Photoshoot: £2130.00

Total Monthly Spend: £2130.00

Promotional Vehicle: September

Week One Week Two Week Three Week Four

Email Marketing.

Social Media Posts/Adverts.

UK Competition launches and first International Competition.

Launch Event.

Sophia & Cinzia uploads YouTube Video.

Influencer Marketing.

Monthly Cost Breakdown: Monthly spend on email marketing: Monthly spend on Instagram adverts (2m impressions): Monthly spend on TikTik adverts (2m impressions):

International Competiton: Total cost of Launch Event: Sophia & Cinzia’s YouTube video: Monthly spend on influencer marketing (8 posts):

Total Monthly Spend: £33,032.44

Promotional Vehicle: October Week One Week Two Week Three Week Four

Email Marketing.

Social Media Posts/Adverts.

International Competition.

Sophia & Cinzia uploads YouTube Video.

Influencer Marketing.

Monthly Cost Breakdown: Monthly spend on email marketing: Monthly spend on Instagram adverts (2m impressions): Monthly spend on TikTik adverts (2m impressions):

£431.24

£9640.00

Promotional Vehicle: November Week One Week Two Week Three Week Four

Email Marketing.

Social Media Posts/Adverts.

International Competition.

Influencer Marketing.

Monthly Cost Breakdown: Monthly spend on email marketing: Monthly spend on Instagram adverts (2m impressions): Monthly spend on TikTik adverts (2m impressions):

International Competiton: Monthly spend on influencer marketing (8 posts):

Total Monthly Spend: £21,379.64

Promotional Vehicle: December Week One Week Two Week Three Week Four

Email Marketing.

Social Media Posts/Adverts.

International Competition.

Influencer Marketing.

Monthly Cost Breakdown: Monthly spend on email marketing: Monthly spend on Instagram adverts (2m impressions): Monthly spend on TikTik adverts (2m impressions):

International Competiton: Monthly spend on influencer marketing (8 posts):

Total Monthly Spend: £21,379.64

Promotional Vehicle: January Week One Week Two Week Three Week Four

Email Marketing.

Social Media Posts/Adverts.

International Competition.

Influencer Marketing.

Monthly Cost Breakdown: Monthly spend on email marketing: Monthly spend on Instagram adverts (2m impressions): Monthly spend on TikTik adverts (2m impressions):

International Competiton: Monthly spend on influencer marketing (4 posts):

Total Monthly Spend: £17,255.44 Table 10.

Appendix A: Cafax, J. 2021. Marketing Mix. [Table]. Leeds: University of Leeds.

Product: Levitt’s Total Product Concept highlights how consumers do not only purchase physical products, but they also purchase the benefits the product provides and any emotional attrib-utes that may come with it (Posner, 2011).

The Generic Product: underwear sets (including bra and pants), knitwear, hoodies and jump-ers, legging sets, tops, shorts, joggers, sleepwear, and swimwear.

The Actual/Expected Product: comfortable clothing made sexy, stylish garments, good quali-ty loungewear, packaging, reasonable prices, the brand’s logo on all garments, soft material and the functional aspects of each specific garment e.g., supportive bras, swimwear suitable for water.

The Total Product: branding, student discount, sale promotions, free delivery and returns, perceived and added value, size guide help, customer service and help hub. Lounge has a variety of different underwear and loungewear which is sold in matching sets, including wired and non-wired bras to cater for different women’s needs and wants.

As part of the garment’s design, the logo is featured heavily on each garment e.g., on the waistband or the bra straps. They have many different styles and colours to choose from, but the brand’s product catalogue is not as large as other trend-led fashion retailers such as Asos (who have thousands of different garments). The quality of the garments is something Lounge prides itself upon, and the prices reflect this quality.

Lounge offer sizing from XS to XXL.

Price: Mid-premium pricing – customers perceive Lounge’s pricing as reasonable and good value for money. Customers are willing to pay for the products as they are also receiving more than just the generic product e.g., the branding on the garment. Competitive prices in comparison to Victoria Secret and Urban Outfitters.

Price Architecture:

Top Price Product: £70 So Soft Luxury Dressing Gown.

Premium-Price Product: £40 Crew Neck Jumper.

Mid-Price Product: £15 Briefs or Thongs, 3 for £30.

Lowest-Price Product: £8 Cosy Knitted Socks.

£3 delivery fee or free with orders over £40 (2-4 working days.

£5 delivery fee or £3 with orders over £40 (next working day).

Place: Can only purchase directly through Lounge’s website. The website is very easy to navigate, looks visually pleasing and is very informative – this is because every consumer must visit the website to either browse or make a purchase (direct route).

Promotion: Lounge does not use traditional marketing to promote its products, instead, they focus solely on digital marketing and influencer culture.

Digital marketing includes social media. Lounge has three Instagram accounts where they are active daily by sharing products and consumer reviews, informing the brand’s followers of new products, encouraging consumer engagement, and answering queries. They also have accounts on Twitter, Facebook, LinkedIn, YouTube, Pinterest and TikTok.

They use personalised adverts which are distributed to existing or potential customers on so-cial media by using cookies etc.

The brand promotes new products, sales and promotional offers on its website and its #MyLoungeLife blog, as well as sharing lifestyle tips and tricks.

Its main promotion method is influencer marketing in the form of sponsored posts, videos and reviews, often giving influencers discount codes to share with their followers.

They also heavily rely on user-generated content, e.g., YouTube hauls and reviews.

Other promotional methods include sale promotions e.g., 1 pair of pants for £15 or 3 pairs for £30, student discount, free delivery over £40, sales on the brand’s anniversaries/Black Friday and email marketing.

Appendix B: Cafax, J. 2021. Questionnaire Results [Graph/Table]. Leeds: University of Leeds. The Questionnaire consisted of 18 questions and was distributed on Instagram to Lounge’s followers. The response rate was capped at 50 - below are the results of the questions used in this study.

Appendix C: Cafax, J. 2021. Oberlo’s Consumer Decision Journey. [Table]. Leeds: University of Leeds.

Touchpoints: Awareness/Discovery:

Sees an influence spon-sored post. Needs new loungewear. Gets a social media ad.

Learns about brand through eWOM or watching user-generated content e.g., a YouTube haul.

May follow the brand on social media at this stage.

User Experience:

Actions: Interest is peeked by browsing social media, the website or by seeing a promotional advert. Gets redirected from the social media advert to the website.

Consideration/Research:

Scrolls through social media accounts.

Browses the website.

Finds reviews on the brand either through asking friends or social media reviews.

Shops on competitors’ websites for comparison.

Likely to get more social media adverts to prompt them to enter the next stage.

May follow the brand on social media at this stage.

Starts to discover what the brand values – if aligns with consumers own values then they will start to browse products.

Finds reviews of the product/service. Checks what competitors have to offer.

Decides on which products they like best.

May start to look at what additional perks or discount they can get e.g., student discount, free delivery.

Decision/Purchase:

Purchases through the website. Signs up to emailing list to get discount off first purchase. Still searching for re-views or looking on social media. Makes an account with the brand. Looks at Lounge’s blog to find out more about the brand. May follow the brand on social media at this stage.

Post-Experience:

Delivery of the item e.g., packaging, tracking details, potential returns. May get a reward to spend on next purchase.

Leaves their feed-back on social me-dia. May follow the brand on social media at this stage.

Decides they are willing to pay the price for the product. Makes an account with the brand and enters personal details. Chooses delivery option that fits them best.

May share their purchase on social media/leaves a review. Shows friends and family. May repurchase.

May be dissatisfied and wish to return the item.

Motiva-

tions: Likes the products they have seen advertises and starts to desire it.

Likes the brand’s essence. May want to be like the influencer they have seen wearing the item.

Questions: What is the pricing like? What is the quality like? What other colours and garments do they have?

Are they an online retailer or do they have a store?

Pain Points: The consumer may not trust sponsored posts. The consumer may not trust online retailers.

The consumer may have strong loyalty to other brands.

Wishes to compare to other brands. Wants to be assured by reviews that the brand is worth ordering from. Tries to find the best price.

Feeling excited to own the garment. Happy with what the price paid and the reviews they have found of the brand. Wants to look stylish. Wants to be comfortable. Wants to support the brand.

May be motivated to purchase again if satisfied with the item.

May be motivated to get their money back if dissatisfied with their purchase.

What are the values of the brands? What do competitors offer?

Can I get any perks or bene-fits e.g., student discount?

Do they have my size?

Are they a trustworthy brand? – do I know anyone who has purchased from there already?

Is this an impulse purchase?

May not like the price point of the garments.

May not offer the consumers size. May not want to buy online without feeling the garment first. May not trust paid reviews or sponsored posts.

Competitors offer a better option for the consumers.

Is this an impulse pur-chase or do I really need it?

Will the product suit me?

Am I willing to pay the price?

Do I trust the brand and support what it stands for?

Will my order arrive quickly?

Does the item suit me? Did I get good value of money?

Slow and/or expensive delivery. Not happy with the price they paid. Nervous that the garment won’t be of good quality or look like it does online. May feel guilty or regrets the purchase.

Does the item suit me?

Did I get value of money?

What is the returns process? Do my friends and family like it?

Will I purchase from the brand again?

Hassle to return the item. May have to pay a returns fee. Not happy with the quality of materials used.

Potential bad customer service.

Appendix D: Interegrated Marketing Communications Model.

Batra, R. and Keller, K. 2016. Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing. 80(special issue), pp. 122-145.

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• McKinsey & Company. 2020. The State of Fashion 2021. [Online]. Unpublished. [Accessed 2nd April 2021]. Available from: https://www.mckinsey.com/~/media/McKinsey/Industries/Retail/Our%20Insights/State%20 of%20fashion/2021/The-State-of-Fashion-2021-vF.pdf

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• Newman, D. 2014. The Role of Paid, Owned And Earned Media In Your Marketing Strategy. [Online]. [Accessed: 3rd May 2021]. Available from: https://www.forbes.com/sites/danielnewman/2014/12/03/the-role-of-paidowned-and-earned-media-in-your-marketing-strategy/?sh=2f42106228bf

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• Potnis, D. and Tahamtan, I. 2021. Hashtags for gatekeeping of information on social media. J Assoc Inf Sci Technol. 1(13). pp, 1-2.

• Randone, A. 2021. What’s Athflow? Everything To Know About 2021’s Newest Loungewear Trend. [Online]. [Accessed: 2nd April 2021]. Available from: https://www.refinery29.com/en-us/2021/01/10259506/athflow-loungewear-trend

• Sabanoglu, T. 2021. Victoria’s Secret – Statistics & Facts. [Online]. [Accessed: 13th April 2021]. Available from: https://www.statista.com/topics/4819/victoria-s-secret/

• Seares, E. 2021. Lounge Underwear to double workforce at new global HQ. [Online]. [Accessed: 2nd April 2021]. Available from: https://www. drapersonline.com/news/lounge-underwear-to-double-workforce-at-newglobal-hq

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• Thomas, E. 2020. Interview with Melanie Marsden, Founder and Chief Brand Officer at Lounge Underwear. [Online]. [Accessed: 9th April 2021]. Available from: https://www.klarna.com/uk/blog/interview-with-melanie-paradise-founder-and-chief-brand-office-at-lounge-underwear/

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True & Co. 2021. What is Loungewear? [Online]. [Accessed: 20th March 2021]. Available from: https://trueandco.com/what-is-loungewear/

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Table List:

• Table 1: Carfax, J. 2021. PESTLE analysis. [Table]. Leeds: University of Leeds.

• Table 2: Carfax, J. 2021. Brand Identity Prism. [Table]. Leeds: University of Leeds.

• Table 3: Carfax, J. 2021. Aaker’s Strategic Brand Analysis. [Table]. Leeds: University of Leeds.

• Table 4: Carfax, J. 2021. Consumer Profile. [Table]. Leeds: University of Leeds.

• Table 5: Carfax, J. 2021. Customer Touchpoints. [Table]. Leeds: University of Leeds.

• Table 6: Carfax, J. 2021. AIDA Model. [Table]. Leeds: University of Leeds.

• Table 7: Carfax, J. 2021. Communications Mix. [Table]. Leeds: University of Leeds.

• Table 8: Carfax, J. 2021. Campaign Cost. [Table]. Leeds: University of Leeds.

• Table 9: Carfax, J. 2021. Media Strategy. [Table]. Leeds: University of Leeds.

• Table 10: Carfax, J. 2021. Monthly Schedule. [Table]. Leeds. University of Leeds.

• Graph 1: Carfax, J. 2021. Questionnaire Result. [Graph]. Leeds: University of Leeds.

Figure List:

• Figure 1: Lounge Underwear. 2021. O-live you. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/ CL95S0qHUNN/?igshid=1pc4jjgo96qih

• Figure 2: Lounge Apparel. 2020. Instagram vs. reality. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/ CI3ipdbD5bp/

• Figure 3: Lounge Apparel. 2021. Calling all Bedtime lovers and Catnap Queens! [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/CLr2l2VFY3e/?igshid=199gxnxp92wbh

• Figure 4: Lounge Apparel. 2020. Comfy but cute… [Instagram]. [Accessed: 2nd April 2021]. Available from: https://www.instagram.com/p/ CJT59vJnHcC/

• Figure 5: Lounge Underwear. 2020. It’s safe to say that we…[Instagram]. [Accessed: 2nd April 2021]. Available from: https://www.instagram. com/p/CFxJIWYpjes/

• Figure 6: Lounge Apparel. 2021. Make sure to get your hands on some incredible discounts in the Outlet! [Instagram]. [Accessed: 2nd April 2021]. Available from: https://www.instagram.com/p/CFKW8W5l-R7/

• Figure 7: Lounge Apparel. 2021. With good basics comes endless options. [Instagram]. [Accessed: 2nd April 2021]. Available from: https:// www.instagram.com/p/CLhhHcJriX-/

• Figure 8: Carfax, J. 2021. Market Position Map. [Diagram]. Leeds: University of Leeds.

• Figure 9: Victoria’s Secret. 2020. Every lingerie drawer needs a neutral foundation. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/B8zWRJEgFuN/?igshid=k2sm0dmty7p0

• Figure 10: Victoria’s Secret. 2021. Fresh flowers, perfect pastels and the Dream Angels you love all wrapped up in a brand-new collection. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram. com/p/CMM5FTMAQB_/?igshid=17wxi92q7jfae

• Figure 11: Kambouris, D. 2018. 2018 Victoria’s Secret Fashion Show in New York – Runway. [Online]. [Accessed: 4th May 2021]. Available from: https://www.gettyimages.co.uk/detail/news-photo/bella-hadid-walks-the-runway-during-the-2018-victorias-news-photo/1059371566?adppopup=true

• Figure 12: Urban Outfitters, 2021. Light layers… [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/ COVjTP6gPFU/?igshid=bxg9n9hg5i1q

• Figure 13: Urban Outfitters, 2021. Good news: your local UO is fully prepared to meet all of your outfit goals this summer. [Instagram].

[Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/CNnAf5hA1Ym/?igshid=1cv7umt511b4o

• Figure 14: Lounge Apparel. 2020. Lounging in comfies all day = our favourite kind of days… [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/CILztIulMfx/?igshid=134fyh8exaqrn

• Figure 15: Lounge Apparel. 2021. Lounge turns. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/ CMsRUXeA_3G/?igshid=1d2rkq11vv2du

• Figure 16: Cousin-Brown, F. 2021. It’s not insanity, says Vanity Fair. [Instagram]. [Accessed: 12th April 2021]. Available from: https://www. instagram.com/p/CGVN7fuJrgT/

• Figure 17: Jane’s Patisserie. 2016. Kinder Bueno Cupcakes! [Online]. [Accessed: 12th April 2021]. Available from: https://www.janespatisserie. com/2016/09/12/kinder-bueno-cupcakes/

• Figure 18: Carfax, J. 2021. Screenshot of YouTube. [Screenshot]. Leeds: University of Leeds.

• Figure 19: Claire’s. [no date]. Pink Floral Pattern Infinity Scarf. [Online]. [Accessed: 5th May 2021]. Available from: https://www.claires.com/ dw/image/v2/BBTK_PRD/on/demandware.static/-/Sites-master-catalog/default/dw3374d000/images/hi-res/82701_2.jpg?sw=2000&sh=2000&sm=fit

• Figure 20: The Sorority Sisters. 2020. ABU Greek Life Tackles

Covid-19. [Online]. [Accessed: 12th April 2021]. Available from: https://thesororitysisters.wordpress.com/2020/09/14/abu-greek-life-tackles-covid-19/

• Figure 21: Mich, Ü. 2019. No Title. [Online]. [Accessed: 12th April 2021]. Available from: https://nicestthings.com/2019/08/food-fotografie-mit-dem-smartphone-unterwegs/

• Figure 22: Dadds, T. 2020. Buffalo Chicken Chopped Salad. [Online]. [Accessed: 12th April 2021]. Available from: https://onebalancedlife. com/buffalo-chicken-chopped-salad/

• Figure 23: Lululemon. 2021. Feels like a … [Instagram]. [Accessed: 12th April 2021]. Available from: https://www.instagram.com/p/CNdpWudM6ZY/

• Figure 24: Mujer de 10. [no date]. 7 tips para un detox digital y mejorar tu calidad de vida. [Online]. [Accessed: 12th April 2021]. Available from: https://www.pinterest.co.uk/pin/471963235957124945/

• Figure 25: @kitasvogue. 2020. A day in the city. [Twitter]. 28 October. [Accessed: 12th April 2021]. Available from: https://twitter.com/ kitasvogue/status/1321437046590898176?s=12

• Figure 26: Kingsnorth, A. 2019. My battered passport and I are off to Berlin. [Instagram]. [Accessed: 12th April 2021]. Available from: https:// www.instagram.com/p/B4z9MwujKjy/

• Figure 27: Lounge Underwear. 2020. Literal life right now. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram. com/p/B-XtYiMJWx7/?igshid=y50ulfoiasg3

• Figure 28: Lounge Underwear. 2019. Wrapped with Lounge love… [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/B57VFwwpZAl/?igshid=4pozgm8cjgwn

• Figure 29: Tuxford, S. 2021. Cute afternoon. [Instagram]. [Accessed: 3rd May 2021]. Available from: https://www.instagram.com/p/COIpbptjq_A/

• Figure 30: Bayliszullo, C. 2021. Bestie dates. [Instagram]. [Accessed: 3rd May 2021]. Available from: https://www.instagram.com/p/COIuehElT8P/

• Figure 31: Lounge Underwear. 2021. Frosted Grey Teddy Hoody. [Online]. [Accessed: 4th May 2021]. Available from: https://loungeunderwear. com/blogs/lookbooks/in-love

• Figure 32: Lounge Apparel. 2021. Obsessed with Sage comfies. [Instagram]. [Accessed: 5th May 2021]. Available from: https://www.instagram. com/p/COdcRh5AUhs/

• Figure 33: Carfax, J. 2021. Website. [Photoshop]. Leeds: University of Leeds.

• Main Photo: Tuxford, S. 2020. Wanna nap. [Instagram]. [Accessed: 27th April 2021]. Available from: https://www.instagram.com/p/CFSE4qijjpu/?igshid=1ojojwfvt0acm

• Figure 34: Carfax, J. 2021. Blog. [Photoshop]. Leeds: University of Leeds.

• Main Photo: Tuxford, S. 2020. Sleepover club. [Instagram]. [Accessed: 27th April 2021]. Available from: https://www.instagram.com/p/ B7x3eDMAOIg/?igshid=1ayest2lrdo9

• Figure 35: Carfax, J. 2021. Email. [Photoshop]. Leeds: University of Leeds.

• Main Photo: The Girls Bathroom Apparel. 2021. [Online]. [Accessed: 27th April 2021]. Available from: https://thegirlsbathroom.com

• Figure 36 & 37: Carfax, J. 2021. Competition. [Photoshop]. Leeds: University of Leeds.

• Main Photo: The Girls Bathroom. 2021. We are live. [Instagram]. [Accessed: 27th April 2021]. Available from: https://www.instagram.com/p/ CK0wTsMDyVH/?igshid=1rhajuhqg5lw

• Figure 38: Carfax, J. 2021. International Competition. [Photoshop]. Leeds: University of Leeds.

Main Photo: Tuxford, C. 2020. No sleepovers. [Instagram]. [Accessed: 27th April 2021]. Available from: https://www.instagram.com/p/CEd9tiXjls4/?igshid=1qjwtkky7s2zo

• Figure 39, 40 & 41: appear [here]. [no date]. The Black & White Soho Shop, Greek Street. [Online]. [Accessed: 24th April 2021]. Available from: https://www.appearhere.co.uk/spaces/the-black-white-soho-shop-greekstreet-a5fa79bb-3a3e-47e8-a7c6-018628d525e4

• Figure 42: Pye, H. 2019. Pizza Party Table. [Online]. [Accessed: 24th April 2021]. Available from: https://www.hitched.co.uk/wedding-planning/organising-and-planning/grazing-tables/

• Figure 43: Tuxford, S. 2019. How was last night even real!!? We love you forever. [Instagram]. [Accessed: 24th April 2021]. Available from: https:// www.instagram.com/p/B315SHHAyAM/

• Figure 44: Bayliszullo, C. 2019. Isawitfirst. [Instagram]. [Accessed: 24th April 2021]. Available from: https://www.instagram.com/stories/highlights/17860197958608527/

• Figure 45: Un Barco. 2018. Nailsgarden. [Online]. [Accessed: 24th April 2021]. Available from: https://www.behance.net/gallery/66371227/Nailsgarden

• Figure 46: itakeyou. 2019. 25 Wedding Donuts. [Online]. [Accessed: 24th April 2021]. Available from: https://www.itakeyou.co.uk/25-wedding-donuts/

• Figure 47: Rachel Emma Studio. [no date]. Stylish Autumn Wedding Ideas. [Online]. [Accessed: 24th April 2021]. Available from: https://www. rachelemmastudio.com/blog/2018/8/25/stylish-autumn-wedding-ideas

• Figure 48: Carfax, J. 2021. Screenshot of pink carts. [Screenshot]. Leeds: University of Leeds.

• Figure 49: Lounge Underwear. 2020. Female Family. [Instagram]. [Accessed: 24th April 2021]. Available from: https://www.instagram.com/p/ CIi-TjHn6Ve/

• Figure 50: Carfax, J. 2021. Q&A couch. [Photoshop]. Leeds: University of Leeds.

• Main Photo: Bayliszullo, C. 2018. We had the bestest day with the @prettylittlething fam! [Instagram]. [Accessed: 27th April 2021]. Available from: https://www.instagram.com/p/Be3XQ8OB-pP/?igshid=tr6u6n15xqur

• Figure 51: m Bayliszullo, C. 2019. Isawitfirst. [Instagram]. [Accessed: 24th April 2021]. Available from: https://www.instagram.com/stories/ highlights/17860197958608527/

• Figure 52: Carfax, J. 2021. Invite. [Photoshop]. Leeds: University of Leeds.

• Main Photo: Tuxford, S. 2020. Sleepover club. [Instagram]. [Accessed: 27th April 2021]. Available from: https://www.instagram.com/p/ B7x3eDMAOIg/?igshid=1ayest2lrdo9

• Figure 53: Carfax, J. 2021. Pamper Pouch. [Photoshop]. Leeds: University of Leeds.

• Figure 54: Carfax, J. 2021. Social media. [Photoshop]. Leeds: University of Leeds.

• Main Photo: The Girls Bathroom. 2021. We are live. [Instagram]. [Accessed: 27th April 2021]. Available from: https://www.instagram.com/p/ CK0wTsMDyVH/?igshid=1rhajuhqg5lw

• Figure 55 & 56: Carfax, J. 2021. Tweet. [Photoshop]. Leeds: University of Leeds.

• Figure 57: Carfax, J. 2021. Social media. [Photoshop]. Leeds: University of Leeds.

• Main Photo: The Girls Bathroom Apparel. 2021. [Online]. [Accessed: 27th April 2021]. Available from: https://thegirlsbathroom.com

• Figure 58: Carfax, J. 2021. @sophiatuxford post. [Photoshop]. Leeds: University of Leeds.

• Main Photo: Tuxford, S. 2021. Pretty undies. [Instagram]. [Accessed: 27th April 2021]. Available from: https://www.instagram.com/p/CMxZL6qjP3c/?igshid=tsvclbvm1ve2

• Figure 59: Carfax, J. 2021. @cinziabayliszullo post. [Photoshop]. Leeds: University of Leeds.

• Main Photo: Bayliszullo, C. 2021. Wet hair day. [Instagram]. [Accessed: 27th April 2021]. Available from: https://www.instagram.com/p/ CMxeSGLlKlO/?igshid=16bzuzoztyddg

• Figure 60: Carfax, J. 2021. @anastasiakingsnorth post. [Photoshop]. Leeds: University of Leeds.

• Main Photo: Kingsnorth, A. 2021. Ad neutral. [Instagram]. [Accessed: 27th April 2021]. Available from: https://www.instagram.com/p/ CKWnGkWDeQC/?igshid=1wgt2m3l5dmgu

• Figure 61: Carfax, J. 2021. @gracefoley post. [Photoshop]. Leeds: University of Leeds.

• Main Photo: Foley, G. 2021. Ad Getting ready always involves using my fav products from @stmoriz. [Instagram]. [Accessed: 27th April 2021].

Available from: https://www.instagram.com/p/CLZprDIFJF3/?igshid=nn1tjpxqia60

• Figure 62: Lounge Apparel. 2020. Loungers, Mental Health Matters. It matters today, it mattered yesterday, and it will matter tomorrow. [Insta-

gram]. [Accessed: 4th May 2021]. Available from: https://www.instagram. com/p/CGKHVZjA7S5/?igshid=1wcp6lf8v6r8q

• Figure 63: Shadrack, G. 2020. Jogger season from @misspap. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram. com/p/CGKoWB9gWzN/

• Figure 64: Bayliszullo, C. 2020. Bury me in pink everything, elevating my style with pink + gold accents of course. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/CDwDRTGFZRY/

• Figure 65: Neill, O. 2021. Pov we r on a coffee date x. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/ CNdGWVfHBZ4/

• Figure 66: Clegg, F. 2020. @sistersandseekers gifted. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/CE4NozTnfpJ/

• Figure 67: Barker, S. 2021. My kind of fit. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/CKeXBihnOlI/

• Figure 68: Tuxford, S. 2021. Friday fits. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/COTKtjeDH4_/

• Figure 69: Kingsnorth, A. 2021. Ad colourful @loungeunder for spring. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www. instagram.com/p/COVXgkug--s/

• Figure 70: Clough, S. 2021. Telling everybody you’re mine and I like it. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www. instagram.com/p/CLr3oOZHECc/

• Figure 71: Clark, E. 2021. Smile for the picture!!!! [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/CMsPedKjubS/

• Figure 72: Canham, E. 2021. These sunny days are making me a better person. [Instagram]. [Accessed: 4th May 2021]. Available from: https:// www.instagram.com/p/CLzdvTyrSmS/

• Figure 73: Herring, O. 2021. Love struck. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/CKOZKcfHrFQ/

• Figure 74: Cousin-Brown, F. 2021. “I give myself permission to be every bit the woman I was destined to be. And here I am.” [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/ CMKwB3Jp3AV/

• Figure 75: Foley, G. 2021. Me & my coffee. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/CMfT0vfJ0mT/

• Figure 76: Shillitoe, K. 2020. Hungover. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/CDZMSgclKXv/

• Figure 77: Corrales, N. 2021. I can just about sense the first glimpse of summer and warmer days round the corner! [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/CNFoF_Mgl5B/

• Figure 78: Sheldon, E. 2021. Ad – Brunch, my favourite meal of the day, anyone else? [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/CKdgc3LDaqG/

• Figure 79: Clough, J. 2020. It’s the new hair for me. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/ CFfSH8-Att-/

• Figure 80: Horton, I. 2021. Drinking BEAR vitamin c. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/ CLtnSianHJ5/

• Figure 81: Cribb, I. 2021. Happy 5th birthday to @loungeunderwear! [Instagram]. [Accessed: 4th May 2021]. Available from: https://www. instagram.com/p/CMu2iQqDSgX/

• Figure 82: @isseyobm. 2020. Kisses @urbanoutfitters. [Instagram]. [Accessed: 4th May 2021]. Available from: https://www.instagram.com/p/ CHdpntkHAPz/