MARKETING ANALYSIS

MARKETING FOCUS

@Oysho @Oysho

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.

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.

@VOGUE @StickPNG 36

@Oysho @Oysho

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). 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 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).

@VOGUE

MOBILE APP DOWNLOADS BETWEEN 2016 - 2021

140% 192% 204% 218%

2016 2018 2019 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.