S/S 2017 CAMPAIGN
BRAND ANALYSIS & Other Stories was established by H&M in 2013 it has developed to now having 45 stores worldwide (November 2016). keywords such as; personal, diverse, uncomplicated, style and contrast. The brand claims it’s concept is to share stories and through doing so inviting the customer to witness the creative process.
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TARGET AUDIENCE The brands target market: • • •
Women aged 20-40 Care about design Uncomplicated style
“Collections for all fashion loving women”
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ONLINE AUDIT
Reach
Content
Keywords
Links
improvements
Tools of Frequency Level of Target interaction engagement Market 238,397 Likes, 2-3 days Responds to All Comments customer customers comments
Treasure, Highlighter, Time (fanpageKarma 2017)
Posts have links to collection on website.
The trialing of Facebook stories (Mintel, 2017)
25.4K
Photographs of products from website, short descriptions. Static content. Photographs, GIFS with short text
Hear, DM, returns (fanpageKarma 2017) Images, GIFS. Essentials, Bio, Dialogues is blogger, stylist, questions. stores
Links to website, items and collections Website link in Bio
Slightly repetitive, could use hashtags Better use of ‘Stories’ features.
Campaign based videos.
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Social media platforms, website Website
Increased frequency and relevant to social issues Could be used as style guide to increase sales
Instagram 631K
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Likes, Retweets, comments
2-3 days
Replies to customer comments
Likes, Most days Little Comments
YouTube
714,226 Comments, annually likes, dislikes
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36,949
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Likes, Pins
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Difficult to tell Younger side of target market -
Bloggers, aspiring to buy products
Photographs - used as a digital catalogue.
OFFLINE AUDIT
Location Victoria Leeds center. Monday 14:30-15:00: around 30 people entering the store however little convergence. Customers averaged 35-40 years old. .
POSITIVES•Excellent customer service •Brand appropriate packaging •Display works celebrating the product WEAKNESSES•lacks some loyalty program •Missing interactive elements
STRENGTHS-
WEAKNESSES-
Positive reputation represented in lack of drama
Could be too like their sister brands.
Comes across as an honest brand with integrity
Lacks clear identity
Collaborated with a range of creative Uses Instagram well to show partnership with bloggers
Website isn’t clear on Values Loses out on loyalty- isn’t unique enough
OPPORTUNITIES-
THREATSSister brands become competition for them.
Could create a deeper purpose for itself, having a stronger message
Other brands are giving a message and the story which &other stories should be doing.
Sustainability; show how they’re doing it, make the customer believe it. Use of films to create following, demonstrating stories.
Threats from brands such as Zara
Social media doesn’t stand out
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PR OBJECTIVES
Increase customer engagement and loyalty. Clearer sense of identity separate from the sister brands. Increase the brand’s moving image aspect of the campaigns Drive home purpose and what it stands for
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3.5 Million
CONCEPT
85%
£25
Establish on 8th March 2013 the brand shares its birthday with International Women’s day. & Other Stories has developed a well-connected relationship with female bloggers, artists and models. This strong female influence can be taken a further, setting themselves apart by looking beyond consumer. The main aspect of the summer campaign would be a 30-piece capsule ethically and manufactured sourced collection, every piece involving recycled fibres. The garment tags would be based around creating a profile for the garment workers, revealing their stories. While a collaboration with the well establish fashion movement Fashion Revolution would widen the audiences. The brand could to step away from its sister companies and stand alone to be recognised
Bangladesh is currently the key garment supplier worldwide, there’s over 3.5 million garment workers, 85% are women. These workers are forced to work 14-16 hours, 7 days a week earning a measly £25 a month. It is important brands like & Other Stories, make changes to way these women are treated.
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Mission- An engaging campaign setting the brand apart from sister brands, promoting an empowering, ethical collection. Message- ‘Fashion should empower all women’ Stories- lives of the garment workers. Insight into processes that the consumer often forgets. Details- Capsule ethical collection. Helping to tell the stories of garment workers, to empower and improve their lives.
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MACRO ENVIRONMENT
STRATEGY
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Political: target the aspect of President Trump’s proposed change of climate ruling set by Obama. http://www.bbc.co.uk/news/world-us-canada-39415631
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Slow promotion strategy, focusing on meaningful change linked to the brands ethos. Creating a deeper purpose, increasing loyalty which will last over a long period of time.
Economic: Brexit’s impact on economic climate, has left much of the fashion industry in a state of uncertainty. Business of Fashion said, ‘we are heading towards a scenario where things are not black and white but grey’. https://www.businessoffashion.com/articles/intelligence/brexit-fashion2017-british-break-up
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Environmental: Emma Bailey of WGSN says fashion is ‘exploitative, environmentally destructive…it’s also the second most polluting.’ Campaign aims to turn this on its head, tackling views towards sustainable fashion. http://www.huffingtonpost.co.uk/emma-grace-bailey/fashion-with-a-conscience_1_b_15844184.html
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Focusing on both market and product development, according to Ansoff Matrix, a medium risk growth matrix.
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Legal: The conditions which many garment workers in Bangladesh is arguably a breach of Human Rights, even since amended labor laws in July 2013 (after the Rana Plaza disaster). https://www.hrw.org/news/2014/02/06/bangladesh-protect-garment-workers-rights
MICRO ENVIRONMENT
• Customer: Growth of activism as a selling point, customer wants to show they stand for something and put their political point across, to use fashion to express this. • Competitors: Most highstreets competitors use a fast fashion approach to production and collection turn over, market needs a stand out brand. • Suppliers: The living conditions of many workers is poor, fabrics also has a large environmental impact.
INTERNAL ENVIRONMENT
• 7 P’s; -Product: Ethical Capsule Collection -Prices: £30-130 -Promotion: Online promotion, worn by sales assistants -Place: All stores and Online -Packaging: Profile style tags- recyclable packaging for online orders -Positioning: Front of store- eye-catching -People: All & Other Stories consumer
ATTENTION
TACTICS
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Collaboration with Fashion Revolution, draws attention of a wider audience.
• Emailed advertising sent to those signed up for newsletters •
Social media coverage including videos of garments.
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Hashtags and competition to get people talking.
DESIRE • Sale assistant wearing and styling piece on social media posts. • Launch event will take place on June 5th (world environment day) at Underground Village. A celebration of the impact creative industries can have to make a change. • Styling posts on social media after launch, styled with other collections.
INTEREST • Teaser video on social media, a glimpse of the campaign film. • Countdown to launch, using ‘story’ elements of Snapchat and Instagram. Each day revealing a garment of the collection.
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ACTION Conviction • Post-campaign possibility for the brand to partake in Copenhagen Fashion Summit a leading event in sustainable fashion. Would give the brand a clear identity both in the public but also professional eye. • Videos of garment workers and their livelihood improvements.
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• Average garment is only worn 4 times before being thrown away, our relationship with fashion has become disposable. • Promote styling to create a capsule wardrobe through a competition, challenging customers to show their styling skills. Customers will be asked to post a collage style picture of the way they have styled a garment 4. By using #4wearchallenge they could win a £100 voucher. • Money raised at the event would go to War on Want a global justice movement, showing the brands activity in improving the lives of individuals.
TIMELINE SOCIAL MEDIA TEASER VIDEO5th May 2017
EMAILED EVENT INVITES 5th May 2017
Website collection launch
DAILY SOCIAL MEDIA COUNTDOWN- INSTAGRAM STORY 29th May 2017
STYLING POSTS START ON SOCIAL MEDIA
3rd June
Instagram #4wearchallenge to start 2nd June 2017
10th May 2018
6th June 2017
Launch Event 5th June 2017
COPENHAGEN FASHION SUMMIT
WORKSHOP EVENTSSeptember 2017
Twenty-one-year-old Megan is an up-and-coming creative, who uses clothing to express her creativity. She makes ethical choices in her lifestyle, but struggles to see the relationship between ethics and fashion. Megan would normally just throw away garments when the next trend comes along and can’t see any similarities between herself and women who make her clothes. Her childhood love of the sea helps cast a new perspective, changing her attitude. This campaign film casts an eye-opening view of the lives of different cultures, brought together by fashion.
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