Social And Digital Marketing - Stussy

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SOCIAL AND DIGITAL MARKETING FASHION MARKETING YEAR 2 TONY COOPER 18020979

OF E TABL 1. Cover page

7. Situation Analysis

2. Contents page

8. 8a. Customer analysis 8b. Aims and Objectives 8c. Intergratio, KPI’s

3. Executive summary 4. Stussy past 5. Stussy images 6. Rationale “80-15” The Stussy 35th Anniversary Book

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9.Refrences/ Appendix 10. Email Campaign (Mobile) 11. Email Campaign (Desktop) 12. Timetable

Stussy is a streetwear brand with a strong history in the urban scene. They have a global, loyal following who swear by Stussy’s high quality, timeless and reasonable priced clothing.

Artists, skateboarders, DJs and surfers are all influences in the brands aesthetic. Analysing the opportunities for the brand, it would be strategic to implement a campaign which will introduce higher social media activity and sales.

This will be beneficial to increasing awareness of the brand.

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Being able to interact with customers with an omni-channel integrated campaign, is going to seamlessly create a sense of community amongst its target customers.

SUMMARY

Stussy is a streetwear brand, founded by Shawn Stussy in 1980. Inspired by surfers, skaters and artists, it was known for their aesthetic which refrenced underground subcultures. (Stüssy, 2020) Growing internationally, the brand found like minded people and started a global community. Organically growing the brand, Stussys goal hasn’t changed, ‘producing relevant, good quality clothing at a reasonable price available only at very select stores worldwide in limited quantities’.

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Stussy is an incoporerated company with its HQ in California. Their estimated annual revenue is around $75.1M (ecommerceDB.com, 2019) and employ around 300 people (Linkedin, 2020). They are a clothing brand however have sold accessories, sporting goods and other miscellaneous items. Their online presences is vast with 4M followers on instagram alone. (@stussy, Instagram 2020) They have their own stores however they often sell through

Its main competitors are Commes Des Garcon, HUF, Palace and Supreme, its advantage is its strong history in streetwear.

Recent collaberations with Nike (2020) and Dior (2020)

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RATIONALE We will be introducing a n omni-channel campaign which will boost sales, promotional content and create a stronger sense of community throughout the customer base globally.

The campaign will consist of 5 surf boards in Stussy’s favourite cities. Social media posts as well as an email newsletter will be used to inform the public.

The surfboards will act as a prop for people to take pictures with.

The back of the surfboard will include a 25% discount code.

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The surfboard is symbolic of Stussy’s heritage, it will display the brand logo largely and Stussy Tribe. This can create a sense of community as customers will feel like they are part if something bigger. Additoinally it will also include a tag line which will demonstrate the brands values that could attract new customers.

It will catch attention from passers by as a 8ft surfboard in an urban setting is quite notable.

Stussy are not known for giving discounts, therefore will encourage people to go out and see the surfboard as it is a rare opportunity to save money as well as encouraging purchases that otherwise wouldn’t happen.

There will also be an oppertunity to be featured on the Stussy instagram page if a picture is posted with the hashtag #stussytribe.

This will create free promotional content for the brand including fashion influencers, skaters and DJs, as it could be seen as a change to advertise themselves to Stussy’s 4M followers. So the content will be shared amongst people will the same values as stussy.

SITUATION ANAYLSIS P E S

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As a global company it is imporant to take into account import tax for indivual countires.

It is crutial more than ever to be enviromentally friendly within fashion and retail.

Social media is an important and free methood of gathering feedback from consumers and fans of the brand.

A large percentage of stussy clothing is sold through online retailers.

Technology is a crucial part of modern day advertising.

Consumer rights and health and safety laws should always be taken into account.

Covid 19 will impact brick and mortar stores as well as employee salaries. (Statista, 2020)

Analysing the current situation it is clear to see that globally, that sustainability and ethical manufacturing of clothing is essential to drive sales and is a key selling point to alot of people (Forbes, 2020).

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This SWOT anaylsis highlights the competitive advantages stussy holds, the price, history and style of this brand is incomparable to its competitors. It’s cult following are extremely loyal to this brand (Bobowicz, 2019).

The global market size is around $185 billion for streetwear and makes up 10% of the market..

(Streetwear, 2020).

S T R E N G T H S W E A K N E S S ’ Rich heritage in streetwear.

Global presence.

High quality, reliable clothing.

Cult following.

Strong relationship with other brands.

Dont follow trends (timeless) Supports ethical practices Reasonable Price

Without the logo people could consider some clothes plain/ simple.

Only have 1 store in the whole of the UK. Are not very socially interactive with customers online.

OPERTUNITIES T H R E A T S Better stratergies for digital communications and interactivness.

Create stronger presents in more countries by opening stores.

Many other skate/ streetwear brands sell similar items.

Hard to keep brand ‘underground’ while boosting sales.

CUSTOMER ANALYSIS

AIMS AND OBJECTIVES

Female/Male 18-25 Living in a city Educated Middle class Doesn’t follow trends Creative Active lifestyle Laid back attititude Chooses quality over

Using Primary research (appendix) we have found that eventhough a cool brand, Stussy maybe are acting too cool to the point they are cold towards general consumers. It will be benifical for the target customer and the brand if they can give back and offer them something so they feel appricated. A study shows (appendix) that young people respond well to interactive marketing and discount codes.

Applying the rationale to the target customer, we believe it will show successful results as they will be getting something inreturn and feeling apart of the community.

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Aims To increase sales, social media interaction and remind/ maintain the sense of community within the brand to its customer base.

Objectives The objective of the campaign are To create at least 5,000 purchases using the discount code within the 2 weeks of the campaign.

To increase social media activity by 5% within 1 month of the campaign.

The KPI’s, implimented to measure the success of the campaign, are easily monitored. It will Mainly consist of following the amount of Instagram posts on the hashtag #STUSSYTRIBE. This will give a clear representation of the reach of the project. Another is the amount of sales that have taken place using the discount code found on the back of the prop, this will give an accurate number of sales due to the campaign.

REFRENCES

APPENDIX Interview (Primary research) - Facetime interveiws with fashion intrested 20 - 23 year olds

Stussy.com. 2020. All About Stüssy. [online] Available at: <https:// www.stussy.com/pages/history-of-stussy> [Accessed 13 May 2020].

Ecommercedb.com. 2019. Stussy.Com Revenue | Ecommercedb.

Com. [online] Available at: <https://ecommercedb.com/en/store/ stussy.com> [Accessed 13 May 2020].

2020. Linkedin. [online] Available at: <https://www.linkedin.com/ company/stussy-inc.> [Accessed 9 May 2020].

Instagram.com. 2020. Stüssy (@Stussy) • Instagram Photos And Videos. [online] Available at: <https://www.instagram.com/ stussy/?hl=en> [Accessed 18th May 2020].

Forbes. 2020. Why Sustainable Fashion Matters. [online] Available at: <https://www.forbes.com/sites/ellevate/2019/10/07/why-sustainable-fashion-matters/> [Accessed 14 May 2020].

Bobowicz, J., 2019. How Stüssy Influenced Generations Of Streetwear Culture. [online] I-d. Available at: <https://i-d.vice. com/en_uk/article/9395m5/history-stussy-streetwear-culture> [Accessed 13 May 2020].

Strategyand. 2020. Streetwear: The New Exclusivity. [online] Available at: <https://www.strategyand.pwc.com/gx/en/insights/2019/streetwear.html> [Accessed 17 May 2020].

Statista. 2020. Impact Of COVID-19 On Shopping At Stores UK 2020 | Statista. [online] Available at: <https://www.statista.com/ statistics/1110825/coronavirus-impact-on-shopping-in-personin-uk/> [Accessed 9 May 2020].

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Your opinions on Stussy?

“I like stussy I think they are a cool brand; I have a couple of things from them” How do you think they represent themselves?

“I think they seem like a pretty laid back, skater brand. They don’t really have to try; they have the same attitude that the skaters and cool people have” What are your thoughts on stussys online presence?

“I follow them on Instagram, they just like posting pictures of their clothes, can’t really blame them” Do you think they could do more?

“Yeah, I don’t see why not, especially when you have other brands talking to their customers, replying to comments. When you think about it, they don’t really interact that much. Maybe they think they are too cool for that. (Laughing)” What are your thoughts on Stussy?

“I love them, I bought a jumper from them in 2017 and I still wear it now regularly” What are your thoughts on their brand?

“I think they’re cool, I like the clothes and when I see other people wearing the clothes, like on the tube, it makes me think their cool, I feel like we can relate and have things in common” What do you think of their online presence? “erm I follow them on Instagram, and like them on Facebook. I like the pictures they post think they’re quite cool” Do you think they could do more? “yes definitely, compared to other brands they seem to kind of just sit there, they never really give back to the customers like adidas or brands that are always posting competitions, especially since covid, other brands give out money and things like that to help their customers in hard times. Maybe that’s not their way of doing things but it would be nice to feel appreciated by a brand”

Study (Secondary research) Digital Marketing Strategies that Millennials Find Appealing, Motivating, or Just Annoying (2011) by Dr. Katherine Taken Smith Department of Marketing Texas A&M University “giving them a discount or coupon as an incentive. This generation responds well to rewards”(pg.16) “The Internet, social networking, and inter-active technologies are empowering Millennials to be more active in the creation and advancement of products and brands.” (pg. 5) “marketers should realign their techniques in order to positively engage these vocal consumers” (pg. 5)

Be a part of the Stussy tribe!

For 1 month, we will be setting up surfboards in 5 remote locations, within our favourite cities.

Tokyo. Paris. Los Angeles. London. New York.

Surfboards are a huge part of how we began, and we would love to resurface our roots. Shaun Stussy, our founder, started off painting surfboards, and signing them with his signature logo, which then turned into t-shirts to sell alongside the boards, growing in popularity, the range of apparel grew into the brand you know and love today.

As a celebration of who we are, we want to spread positive vibes in the city, we want you to find our surfboards. a part of the community and upload a photo with the surfboard for a chance to be and tagged on our Instagram page @STUSSY. There may even be a discount code you too, to be used online or in stores. To be in with a chance, upload your picture hashtag #STUSSYTRIBE.

SHINJUKU/新宿

TOKYO

KINGS CROSS

LONDON

CENTRE POMPIDOU

PARIS

WEST HOLLYWOOD

LOS ANGELES

CITY HALL PARK

NEW YORK

Become featured in it for with the

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Be a part of the Stussy tribe!

For 1 month, we will be setting up surfboards in 5 remote locations, within our favourite cities.

Tokyo. Paris. Los Angeles. London. New York.

Surfboards are a huge part of how we began, and we would love to resurface our roots. Shaun Stussy, our founder, started off painting surfboards, and signing them with his signature logo, which then turned into t-shirts to sell alongside the boards, growing in popularity, the range of apparel grew into the brand you know and love today.

As a celebration of who we are, we want to spread positive vibes in the city, we want you to find our surfboards.

LONDON SHINJUKU/新宿

TOKYO

KINGS CROSS

CENTRE POMPIDOU

PARIS

CITY HALL PARK

NEW YORK

LOS ANGELES WEST HOLLYWOOD

Become a part of the community and upload a photo with the surfboard for a chance to be featured and tagged on our Instagram page @STUSSY. There may even be a discount code in it for you too, to be used online or in stores. To be in with a chance, upload your picture with the hashtag #STUSSYTRIBE.

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