OYSHO INNOVATIVE CAMPAIGN REPORT

INDITEX

Inditex is a spanish conglomerate, founded in 1985 by Amanico Ortega. Originally created as a holding company for Zara and its manufactoring plants, they are now the worlds largest fast fashion group. Inditex currenly have 7,200 stores worldwide with their flagship store being Zara.

Intidex uses a strong intergrated model which has performed at the highest level resulting in net income reaching a historocal high. Sales reached €14.8 billion in 2021, successful in all geographical areas. In 2022 so far gross profit has increase by 24.5% to €8.6 billion. Total online sales are set to exceed 30% of total sales by 2024.

Inditex have very specific future goals. They want to collaborate to transform through sustainable managementof theri products to transition to a circular model and be an influenctual driver of customer behaviour. Collaborating with suppliers to aid the sustainable shift and safe guard the planet. Their co;;aborative efforts are embeded into every part of the value chain, fostering transparency with shareholders and consumers to drive key decision making that will affect every sector of intidex considering risk managemnet and governance. Inditex want to have a positive impact on people and the planet by connecting with its communities. They connected with 427 organisations and 725 community initiatives to benefit 2.2 million lives.

(Intidex, 2021)

INDITEX IS A FAMILY OF BRANDS THAT CELEBRATE STYLE, SELF-EXPRESSION AND THE POWER OF FASHION TO MAKE A CHANGE.

“Inditex started with the ambition to make fashionable, quality and life-enhancing clothes for people. See how we’re working to bring beautiful, consciously-crafted fashion to everyone, everywhere.”

@Oysho

ZARA OYSHO BERSHKA PULL&BEAR ZARA HOME STRADIVARIOUS MASSIMO DUTTI

Markets

After Inditex successful year in 2021 with net profit sales hitting 3.2 Billion Euros. Inditex unveiled a 2.7 billion euro investment in technology to improve customer expierience and services within all brands under teh conglomerate. (Reuters, 2020)

“Inditex holds a massive focus on employee advocacy. The 165,042 people here at Inditex, their talent and their energy are what eally drives our Company. That is why here at Inditex we foster opportunities for development and learning with the goal of contributing to their professional and personal development.”

(Inditex, 2022)

Employees worldwide

2022 / 100% of our electricity from renewables

2023 / 100% free of single use plastics for all our customers 100% more sustainable cotton (organic, BC, and/or recycled cotton)

2025 / 100% more sustainable linen and recycled polyester (Inditex, 2022)

MISSION STATEMENT

Oysho interprets the timeless and the timely through the lens of empowered feminine elegance. a celebration of women and the female form, the label marries fashion and grace with comfort and quality for active and stylish women everywhere. Oysho is a spanish cothing retailor who specailises in womans wear. The brand joined Intidex in 2001 and rapidly grew with thefirst stores opening in spain. Currently Oysho has 650 stores in 44 countries, 190 located in spain and 2081 employees store wide.

@Oysho

Oysho is a medium sized company with an annual revenue of 600 Million euros.

@Oysho

Oysho launched Oysho sport in 2014. Focusing on sustainable sports wear that enhances fit and style.

@Oysho

Oysho sport creates 50% of oyshos overall net sales and will remain on an equal level to Oyshos main brand.

COMPETITOR ANAYLSIS

Exploring Oysho sports competition is important when identifying brand improvements such as customer values, marketing and trend cycles. Oysho has many well established competitors but also many new sustainable sports wear companys that have rapidly gained a large customer bas and appeal to a wide demographic.

Perceptual Mapping

Nine elements of BCM

Tala is na up and coming sportswear brand focusing on innovation and the future of sustainability and activewears role in the progression of fashionn. This puts them in direct competition with Oysho.

Women between the ages of 20 - 35 living both rurally and in cities. These woman are young, enthusiastic and implusive who live a helathy lifestyle and enjoy being outside. Motivated by improvemnet and have a sustainable conciounce.

Customers buy and use Tala products as they combine comfort and functionality to create timeless design which is super important in creating a sustainable waredrobe. All made from sustainable, ethically sourced fabrics.

Tala products are advertised through socail media channels such as instagram and tiktok in a relatable yet aesthetic way to relate to the existing customer but also to inspire new ones.

The customer is at the forfront of the buying journey. Its all about finding the correct product and fit for the customer using extensive guidence on each product. The checkout process is very quick and simple with easy returns.

4Revenue is earned through product sales both through the website and store. Talas annual revenue hit 52 millione euros in under a year and products range from £36 - £96.

65Tala delivers and advertises its products through social channels such as tiktok and instgram. Tala grew its maerketing through youtube makreting offering exceptionally transparentcy.

Talas unique relatablity in the sports industry is its strongest selling point. Tala will need to move with the times of advertising such as creating an app and promoting affordable sustainability.

Tala ould out source a marketing team to create strong connections with consumers through socail channel so that the rest of the team can focus on the product quality, sustainability and performance.

The major cost drivers for Tala is the demand from the customers for certain products that will increase production costs but not unit costs, however result in a rise in revenuie.

CUSTOMER BEHAVIOUR

Oysho sports customers value comfort, customer focused products that strive towards sustainable fashion. Customers are ultinmately stake holders of a brand due to the being invested or interested in the brands outcome. Your success is their success. They act as brand advocates, increaseing sales and in tern increasing revenue.

Customer behaviour can be affected by many factors. Shown by the theory of reason which states that the best predictor of a customers actions is the intention to do something. This intention can be influenced by may factors such as social pressures, feelings, social media presence and attitudes of people that are important to them. Oysho sport have a great position in the market for woman who may feel the socail pressures to look or dress a certain way, they create an inclusive space where woman can find products that are comfy and make them feel empowered.

Oysho sports sustainable focus is a huge insentive for buyers. Engels kollat blackwell model helps when explaining a customers decision making process when buying a product. Oysho sports sustomer will have a critera that sports wear will need to fit depeneding on teh needs, lifestyle and beliefs on the customer. From the first piece of advertising witnessed by the buyer in the information input stage the brabds key messages need to translate to the customer. Due to the relatabilty of the brand the customer will now be processing the compatability to the brand. 70% of customers purchase to solve a problem (@convince&convert,2019) therefore the product will have to solve their needs. They will then compare to alternate options such as Tala sports leggings and then finally thing of their values such as sustainability and lifestyle and there they will make the final purchase.

Customers who do not have intent to buy, may purchase when influenced by a stimuli, This is related to the Hawkin stern impulse buying model that shows that customers make impulse purchases when motivated by product features, discount codes, sales and deals. 93% of shoppers are more liekly to purchase when a discount is offered (@convince&convert,2019). It could also be down to external stimuli such as outstanding shop displays that relate to the cutsomers needs.

@Oysho

@Oysho

THE CUSTOMER JOURNEY IS THE EXPERIENCE THE CUSTOMER RECIEVES WHEN INTERACTING WITH THE BRAND THROUGH EACH TOUCH POINT.

Trends are driven by many external factors, the biggest trend driver in 2022 is socail media and influnecer following. Trends also massively depend on the customer and customer needs at the time for exmaple in lock down 2019 people favoured loungewear as they were working from home. These viral trends can lead to impulse buying due to the psychological affect on customers and dsire to have the most relavent clothing. Trends can change customers values for example a huge shift in 2022 is sustainable snobs that pride themselves on having a sustainable lift style with the highest qualioty products and dispise those that dont follow in their footsteps and come across snobby. The 4 most popular trends affecting consumer behaviour are stated below:

Improve brand recognision through broadening our audience focusing on genz. This will be paired with marketing through new channels and extend the makret reach through click measuremnets. Working with influnecers with affliate marketing. along side Opening new stores in prime location and holding brand events and dive deeper into the sporting world.

Following the ever chnaging market. This can be achieved by marketing the new oysho app along side holding multiple sales insentives such as student discount and various other promotions through out the year. Featuring the sports wear mainly online rather than instore. Investing in sustainable delievery.

To achieve this Oysho will Include more techniqual, and sustainable aspects to the garments. Investing in AI technology for customer convenience. Instore enhsncemnets in technology along side employee advicacy.

Oysho’s first goal is to compete with the giants of the sports fashion industry such as nike and Adidas along with major distribtion groups such as Decathelon. (MDS,2019)

To Increase online sales from 30% to 60% by 2027.

Improve the usability of the app and shopping experienec for the customer.

PERFORMANCE ANAYLSIS

@Oysho

On all of these channels they advertise all of oysho sports products through lifestyle content that relates to their customer deographic. Through the Oysho sport app users can follow professional led sports classes in their oysho sport gym sets!

Oyshos photographic style is full of neutral colours, Diversity and relatability. This is soemthing that will help the brand thrive into the future. It only takes 5 to 7 impressions for people to remember a brand. ( Ivana V. , 2022). To achieve Oyshos long term plans the company will need to focus on enhancing these channels to increase brand recognision, web clicks, sales and as a resulr revenue.

Oysho sport app has had 50,000 + downloads. This is their newest marketing element and allows customers to see their garments in action along side shopping for their oysho items. This will play a crutial part in oyshos future as we move into the vertual age and rely heavily on technology.

EMAILS

Oysho have an emials program linking to their website. When you create an account emails are then sent to that email address with promotional materials such as the newest campaigns, sales and discount codes.

91% 66% 74%

91% of customers check their email daily.

(COGNIQUE, 2022)

66% of customers have made a purchase online as a result of an email marketing message.

74% of consumers prefer to recieve commercial information by email.

Emails that include a social click through button have a 158% click through rate to socials. For these reasons Oysho sports email programme is essential to future campaigns and promotion to a target audienec.

FOCUS ON...

Instagram to maintain core connections with existing customers and show case new season campaigns generating sales and inreasing revenue. In order to compete with the giants of the sports industry Oysho sport must expand its audience and create memorable brand recognision. Instagram focuss on inspiring and leading marketing strategys are influencer advertising focusing on organic growth.

Oysho sports Tiktok currentky has a following of 8873 with 35.6k likes. This is something that needs key focus over the next 5 years in order to expand oysho sports audience, focusing on Gen z customers. Tiktoks prime audience is 10-20 year old females focusing primarily on influencer marketing which is something oysho would benefit from expanding into.

You tube has over 2 billion monthly users and is the second largest search engine in the world. (Chloe West, 2022). The largest group of users are between the ages of 15 - 35, this links back to expanding Oysho sports market reach to a younger demographic. 70% of people have bought a product after viewing it on a youtube ad.

Oysho sports most followed platform is Facebook with 3,454,604 page followers. This is where they see most intereaction with their target demographic of 20-35 year old women. With an average of 150 likes per post they advertise a full range of products with easy website access. Therefore this platform is definitely a future focus to maintain current consumers and consumers entering the target demographic.

STEP BACK FROM...

Twitter will be a platform that wont continue to be a main focus for Oysho Sport. with a following of 111..8k, oyshos presence on twitter gains exposure however twitter cannot create strong relationships with customers.

Oysho sports has 62k followers on pinterest with 4.7million monthly views therefore it provides the exposure however cannot build strong brand relationshios and has a purchase incentive of only 10%. (Maddy Osman, September 19, 2022).

PLATFORM EXPANSION

44% of people stream music while they workout. Spotify have over 1 billion workout playlist and sports podcasts. This would be the prime place for an oysho sport advert. (spotifyads).

A potentual platform Oysho sport could expand to is spotify. This graph shows the age demographic that listen to podcasts over the past 4 years, It clearly highlights that 12 - 34 year olds are the leading demographic and this the lower half of this particular group are who Oysho need to expand their marketing to in future years.

MARKETING FOCUS

The current marketing approach by oysho is strong however they will need to keep up with developing trends to widen their audience in order to take on large competitiors. Therefore, they will be focusing on improving technological advancements and sociall interaction with Gen z to widen their audience. To do this Oysho will broaden its marketing strategy to strengthen particular platforms such as Tiktok and instgram. Oysho have a very clean content style which works amazingly to entise a constant audience of 25 to 45 year olf woman however, If oysho intergrated Ai features into its advertising and social strategy this would spark excitemnet amoung Gen z consumers.

@Oysho

@Oysho

DIGITAL AMBASSADOR

An Inivative marketing approach related to social channels and technological adveancements is incorperating meta influencers into content and social channels. This meta influencers could be a young woman with an interest in lifestyle, health & fitness. Who follows current trends and gives advice on life style tips and trick. She will appear on Oysho tiktok and instgram content such as reels, IGTVs, posts and storys. She could also create work out routines for oysho app and feature in campaigns.

“The clean girl aestehtic” involved minimalist style, that appears luxury but relaxed. Focusing on pairing sportswear with smart styles for example a blazer. This trend also has a masive enthesis on skin, hair and general health, influencers are promotiong green gut drinks, collegen coffee and the importants of a healthy lifestyle. This is something Oysho could massively tap into on tiktok as clean girl influencers are gaining Millions of views through the promotion of a lifestyle.

An innovative idea focus’s on utilising a platform that people use while wearing Oysho sport. Spotify and apple music are well renound music apps that have over 4 million atcive podcasts. As of april 2022 apple music had 37. 4% lead over spotify interm of podcast listeners (Social Shepard, 2022) However, 47% of Gen z users favour spotify (Transistor, 2021). The rise in podcast listers increased due to the global pandemic therefore people had more free time but that thing that makes podcast so appealing to consumers is their convienece. You can listen anywhere and everywhere while working, walking or just at home.

Oysho sport could create lifestyle podcast that focus on expanding their demographic to younger listeners. This podcast will give health and wellbeing advice, foocus on key societal struggles and importance of sport. 20% of joggers listen to podcasts while out running (classpass, 2021) and there is 30% less chance of peoeple developing depression or anxiety if they participate in regular exercise. (mentalhealthfoundation,2022). The podcast will be meaningful and impactful yet has a sparke of key influences such as trends, interviews and health advice.

INNOVATIVE IDEAS

The third innovated idea for oysho sport focus’s on transparency and sustainability. In order to compete with industry giants Oysho need to increase brand awareness and recognision. Oysho must expand its demographic targeting Genz in particularly. Oysho sport have the disadvantage of not yet continously creatingn mens wear however this is yet to come. What Oysho sport does have over the other brands is their concentration on inclusive sizing and fit. 53% of woman dress to cover up their body 65% naming it as a top priority. 29% think about covering their thighs and 27% think about covering their arms while in store ( SWNS, 2017). 48% of woman agreed that they are unhappy with their body with 60% saying how they think about themselves relys on the way they look (Goodhousekeeping, 2022).

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The campaign will focus on sizing and fit using an AI to provide customers with the best sizing and fit for theri bodies. This AI feature can be used in store using a mirror try on station. It can also be used in filter form on tiktok and instgram allowing the fetaure from home. This ties in with The shift to future technological innovation and gen zs excitment for the meta future. A campaign will run including adverts that support mental health and body image issue along with providing helpful information on the positives of exercise. It will empower woman and target a new consumer group therefore increasing brand awareness and recognision.

@Oysho

@Oysho

OYSHO SPORT APP

Oysho sport have a brand app that supply users with a variety of exercise sessionsa and guidence. The virtual instructor is showcasing the oysho garments in action and creates an industry link from product to customer by portraying functionality. This shows innovative strategy due to the link with future technological innovation through the use of AI. AI in the fashion industry has an annual growth rate of 40% and will equate to $2.66 billion in 2026. (Globenewswire,2022).

MOBILE APP DOWNLOADS BETWEEN 2016 - 2021

Fitnesses apps generated $5.35 Billion in revenue in 2021 (DAVID CURRY, 2022) Due to the relience on technology that developed during the pandemic app download rocketed.

$5.35 BILLION

CONCLUSION

To understand the strategic direction of Oysho sport it helps to create the vision of the future.

In order to Achieve Oysho Sports Long range plan current strategy must be adapted. Oyshos long term marketing strategy considers the current industry environment and the challenges that will occur in future years such as technological advancemenets, Strategically analysing competitors in order to stay ahead. Oysho is already streamline with its customer behaviour elements such as sustainability and wearability it will now utilise these aspects taking ideas forward linking with future drivers and trend cycles to ensure they are always on trend.

to ensure they are always on trend. The identified focus on particular marketing channels both on and offline and the distancing of others will strengthen Oyhos brand recognision within the Gen z society, driving website traffic resulting in increasing revenue.

This links to the long rage plan as One of Oysho’s key goals is to compete with the giants of the industry including Nike and Adidas therefore, Oysho’s marketing strategy’s must follow suit in order for them to achieve this.

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