Page 1


Contents

1.0 Executive Summary

1

5.2 App

24

1.1 Introduction

2

5.3 Mini-magalogue

25

2.0 Brand Background

3

6.0 Press

27

2.1 Brand Core Message + Values

5

6.1 Blogger Outreach

27

2.2 Target Consumer

7

2.3 Consumer Shopping Behaviour

9

7.0 Consumer Experience

29

7.1 Store Event

29

3.0 Market Analysis

11

7.2 Multi-Sensory

31

3.1 Competitor Analysis

13

7.3 Pricing + Distribution

33

3.2 Brand Positioning

14 8.0 Logistics | Schedule

34

4.0 Marketing Strategy

15

8.1 Campaign Monitoring

35

4.1 Consumer Competition

17

8.2 Future

36

4.2 Social Media Tools

19

4.3 Facebook

20

9.0 Bibliography

37

4.4 Twitter

20

9.1 Illustrations

38

4.5 Instagram

21

4.6 Pinterest

22

10.0. Appendices

39

4.7 Snapchat

22

a. Market Research Survey

39

b. Press List

40

5.0 Digital + Print Marketing

23

c. SWOT Analysis

41

5.1 Website

23

d. Competitor Analysis

42

MAJOR FASHION PROMOTION/ RETAIL PROJECT FA3 T03/4


Monki SS16 Campaign


1.

0

Executive Summary The following document details a strategic marketing and promotional strategy to elevate the profile of Monki in the UK and to promote their range of beauty products. The plan aims to generate brand recognition and awareness. Monki is a womenswear brand based in Sweden, with one UK store in London and an online store with shipping across Europe. In addition to fashion and accessories, Monki sells a selection of beauty products; however, 85% of UK consumers that are aware of Monki did not know about this, sugesting a lack of promotion (see appendix a). Research into the UK beauty market shows development and a steady growth, showing how Monki would benefit from a larger focus on marketing their beauty products. Overall, a UK-focused strategy that covers areas such as consumer competitions and UK specific social media accounts aims to entice the target market and attract new consumers, while remaining true to the brands core ethos and values.

1


Introduction

1 . 1

Monki is a female-focused brand with 106 retail stores across 13 countires, Monki’s unique store concepts and street-style-meets-Scandi-chic products have been highly successful across Scandinavia and Asia, however, for UK consumers it is difficult to purchase from the brand in comparison to competitors such as Lazy Oaf and The Whitepepper. While Monki offers shipping to the UK, the higher than usual £6 expense is a disadvantage to the brand, whose competitors offer delivery below £4. A flagship store on London’s Carnaby Street is also not easily accessible or known to everyone, resulting in a feeling of UK consumers missing out on the unique brand experience. Therefore, a sucessful marketing campaign is needed to raise awareness of the brand and promote the SS17 beauty range, while increasing brand-consumer interaction with a UK audience and developing a longterm loyal following.

2


Fig.1. Monki Store, Carnaby Street, London

3


0 . 2 Brand History Monki was founded in 2006 by Örjan Andersson and Adam Freiberg. Monki is part of the H&M (Hennes & Mauritz) group, which consists of six independent brands such as COS, & Other Stories and Cheap Monday. Monki claims to be “a fashion experience – clothes, accessories, and a store concept characterised by playfulness, creativity and colourful graphic design” (H&M, n.d.). Monki is recognised for its unique mixture of Scandinavian minimalism with elements of Asian street style. In the past five years, Monki has opened 52 new stores. Other successes are evident in social media platforms, where

Monki

has

increasingly

popular

accounts;

Instagram in particular has over 203k followers (February 2016). Marketing strategies involving the consumer and encouraging participation have caused Monki to stand out from competitors, and are key to the growth and current success of the brand. Encouraging consumers to be involved in the brand reinforces the core message of empowering women in an innovative and creative way. The company operates from its headquarters in Stockholm, Sweden and ships across 18 countries in Europe. Stores are open across 106 stores in Europe and Asia.

4


1 . 2 Brand Core Message + Values Monki consistently conveys a message for girls to be brave and playful with their personal style, without caring about what people think. Monki aims to empower female

consumers

and

encourages

consumers to experiment with their style, with a range of products that are bold and daring alongside basic pieces. The target consumer is at a time in her life where she is starting to play around with her style and is slowly figuring it out, which is where Monki fits into the role of big sister. Creating a friendship with the target market is essential and consumers will often be referred to as a “Monkifriend,� creating the sense of a consumer-brand relationship. The core message is achieved by regularly updating collections with bold new items, using diverse models of different ethnicities and

sizes

and

incorporating

playful

graphic design. Monki celebrates natural women without the use of airbrushing, which is a positive message to send to young consumers.

5


Monki’s brand personality and values can be characterised in the following keywords: Brave,

Fig.2. Monki SS15

friendly, empowering and playful.

6


2 . 2 Target Consumer Monki

is

primarily

aimed

towards

Annie

would

describe

her

style

as

females aged 18-24, also known as

“Scandinavian and street style inspired”.

“millennials” (people born after 1980). The

She likes to experiment with prints but also

socioeconomic range of the target audience

owns minimal pieces, choosing pieces that

are ABC1C2 of the Acorn Social Grading

are comfortable yet quirky. She shops at

system. Students account for a large part of

Weekday and Urban Outfitters.

the target audience, which is a market with limited income; therefore, a low price point

Annie usually keeps her daily make-up

will be needed to attract consumers.

minimal, but experiments with eyeliner, bold lipstick and nail varnish. Her favourite

An example of a Monki consumer would

place to buy beauty products is Boots and

be Annie; she is 21 years old and lives in

Superdrug, with most-loved brands being

East London. She is currently studying a

The Balm and Make Up Revolution. She

Bachelors degree in Fashion Communication

takes note of prices and opts for budget

and works in retail part-time. Annie likes to

prices, sometimes treating herself to an

relax by reading her favourite magazines;

investment product.

Wrap and Material Girl for inspiration, and cycling around the city on her bike

Annie spends time reading reviews on blogs

– stopping off at cafes along the way.

before buying a beauty product. However,

She also likes to visit art exhibitions and

if she is shopping in-store she is likely to

socialise with friends at gigs.

make an impulse purchase. She often shops online and is attracted to brands with a strong creative identity.

7


Fig. 3. Consumer Pen Portrait | Annie, 21, London

8


3 . 2 Shopping Behaviour

Millennials (those born between 1980 and 2000) are hyper-connected and the first technology savvy generation. They are used to instant Internet access and buy online just as much as offline. Consumer confidence in buying online is on the rise but consumers do not like to be pushed into purchasing, instead choosing brands that engage and communicate with them on a personal level. In terms of social media, millennials are following people with similar values or those they see as aspirational. They no longer trust brand information, but take note of the reviews of friends and those

Fig. 4. Digital-savvy consumer

they follow on social media.

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Fig. 5. Summer make-up

According to Mintel (2012), 65% of 18-24 year old women enjoy putting on make-up, with most millennials seeing beauty as a way to express themselves. Make-up is being used to express their personality and to help them feel more confident.

the beauty consumer

75% of millennial women say they do not mind spending money on make-up as it makes them feel good, resulting in 46% of women purchasing beauty and personal care products every week. Millennial women find out about new brands from their favourite influencers on YouTube and Instagram (D’Adamo, 2015).


0 . 3

Fig. 6. Monki SS16

Market Analysis

11


The direct value of the UK fashion industry is £26 billion, which is up from £21 billion in 2009 (British Fashion Council, 2014). Online shopping is set to account for 15.2% of retail sales in the UK, with 65.6% of UK residents now shopping online (Terrelonge, 2015). However, buying in-store still continues to dominate the market. According to Mintel (2015) 72% of millennial women view shopping as a fun, social experience to enjoy with friends. Brands can attract young consumers by creating experiences with in-store events and being in touch with consumers on social media.

Fig. 7. Monki Store Event While the fashion industry is a priority for many consumers, the beauty industry is quickly developing. The UK beauty industry is currently worth £17 billion and employs over one million people nationwide (Aidin, 2014). UK beauty sales grew 15.5% from £6.1 billion in 2008, to an estimated £7.1 billion in 2013 despite the recession. These figures show the UK beauty industry is currently thriving, and with a predicted growth of 16% to approximately £14.8 billion in 2016 (Aidin, 2014), it is the ideal time for Monki to focus on making sales in the beauty market and to promote this section more heavily.

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1 . 3

Competitor Analysis Monki have a unique and original brand concept for a high-street retailer, however, online and offline competitors have been evaluated to identify areas for Monki to improve and invest time in to outperform similar brands. Three brands were identified as key competitors for Monki: Lazy Oaf, The Whitepepper and Weekday. Both Lazy Oaf and The Whitepepper have a key focus on incorporating print, pattern and experimental style into their brand – which is very similar to that of Monki; whereas, Weekday are focused on providing Scandinavian inspired basics. Each brand has a target audience of 1825 year old women who don’t follow the latest trend. (See appendix. d for further competitor analysis)

COMPETITOR STRENGTHS

COMPETITOR WEAKNESSES

• Lazy Oaf have a strong brand identity and

• Weekday does not ship worldwide.

social media presence, particularly on Instagram

• Similar to Monki, Weekday offers £6 shipping

with 342k followers.

to the UK which hinders sales.

• Lazy Oaf and The Whitepepper offer student

• Weekday are lacking a great social media

discount, attracting a wider section of the target

presence, with posts sometimes as little as 5 days

market.

apart.

• Lazy Oaf and The Whitepepper have strong

• Lazy Oaf, The Whitepepper and Weekday

websites, with a dedication to regularly updating

do not offer beauty products, giving Monki a

their blog.

competitive advantage.

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2 . 3

Fig. 8. Market Positioning Graph

Brand Positioning

To find out where Monki sits in the UK fashion market, similar retailers have been compared, considering average price and level of creativity of products (fig. 8). Creativity in products and brand image are a large part of Monki’s identity, and making these products affordable helps Monki to stand out from the crowd. Monki’s products have an affordable price tag, ranging from £2 to £130. The brands core identity of Scandi-style inspired clothing, creative graphic design and a fun and empowering brand voice are all key characteristics that create a competitive advantage, by offering something unique for the target market.

14


Monki Spring/Summer 2016 Lookbook


0 . 4

Marketing Strategy AIM To increase the brand awareness of Monki and the beauty range in the UK and generate sales in-store and online through a four month campaign from 15th May 2017 to 1st September 2017. OBJECTIVES / To generate awareness of Monki in the UK market through promotion of Spring/ Summer 2017 beauty products, using a combination of social media, a consumer competition,

mini-magalogue

and

a

product launch event in-store. / To build up brand presence on social media through UK specific accounts. / To encourage user-generated content and consumer intereaction on social media through relevant hashtags. / To reach out to the UK consumer physically by holding an in-store event and creating a mini beauty magalogue.

15


Fig. 9. Blogger wearing Monki

INTRODUCTION The campaign will take place over a period of four months from 15th May 2017 to 1st September 2017, allowing a build up to the launch of Spring/ Summer 2017 beauty products and to raise overall brand awareness in the UK. Consumer analysis has

80 MILLION photos are uploaded on Instagram daily. (Instagram Stats, 2016)

shown an increase in millennial females using photosharing social networks such as Instagram, with 29% of online females using the site compared to 22% of males (Patterson, 2015). These statistics show how implementing image sharing into a marketing campaign is an important element to reach the target market. Social media is a main interest of the target consumer, and the objective of the campaign is to gain UK followers over all social media platforms. Social media methods will include enticing followers with a creative competition, messages about an in-store event and exclusive behind-the-scenes pictures.

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1 . 4 Consumer Competition #MONKINAILIT

In order to create consumer awareness and engagement, Monki will launch a competition on social media, with a focus on Instagram. Through encouraging user-generated images, the campaign aims to raise awareness of Monki’s beauty products to a UK market, centred around the phrase ‘Nail it!’ with the hashtag ‘#monkinailit’ present across all social media platforms. The strategy aims to generate desire for the new-in products, ultimately generating sales. ‘Nail it!’ is a UK-based campaign and is aimed to reflect the millennial consumer. 81% of 16-24 year olds use nail polish (Mintel, 2014), making the campaign appropriate for the target audience. The slogan ‘Nail it!’ fits in with Monki’s ethos of empowering women through motivational sayings, while remaining relevant to the beauty products. Nail art is becoming increasingly popular in the UK beauty market.

Fig. 10. Simple Nail Art

17

There are over 20.5 million posts on Instagram with the hashtag #nailart. (February 2016)


Fig. 11. Geometric Nail Art

The campaign will encourage UK consumers to create nail designs with Monki’s new-in nail colours. Consumers will take a photo of their design and have the opportunity to upload the image to the Monki app, where they can edit their photo with emoji-inspired ‘stamps’ that are often used by Monki. The app will link through to Instagram where consumers can share their image with the hashtag ‘#monkinailit’ and tag and follow @ MonkiUK. Throughout the competition, the most innovative images will be reposted onto Monki’s UK Instagram page to carry on raising awareness. The competition will be announced on the launch date of SS17 products, June 21st 2017, and will close on 1st September 2017. Three winners will be announced on 6th September 2017 and will be chosen by the PR team. The entrants with the most innovative and playful designs will be contacted via direct message on Instagram. 3 winners will win prizes of £100, £75 and £50 to spend in-store. The competition will be advertised by the endorsed UK bloggers, on Monki social media pages, in the beauty magalogue and with mini cards given out with the receipt of every UK purchase online and in-store . The creative and playful nature behind the campaign aims to appeal to the target audience that have an interest in beauty and nail art, while creating a buzz around the launch of new products.

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2 . 4 Social Media Tools To deliver social media content to UK consumers, Monki will launch two new UK specific pages on Facebook and Instagram – chosen for their popularity amongst the target market. These accounts will be updated daily to promote the brand, new beauty products and communicate with consumers. This will avoid oversaturation on Monki’s global accounts and allow for a targeted campaign approach. Monki’s official page on social media will link to the new ‘Monki UK’ accounts to build awareness. Monki

will

introduce

the

unique

hashtag

‘#MonkiStyleUK’ for UK based consumer looks and content, which will be reposted onto the accounts. The best images with this hashtag will be posted on to the Monki Style UK gallery section of the official website. Facebook will be used to promote product links and updates, whereas Instagram will feature user-generated content, competitions, inspiration and updates from the London store. In terms of the launch of the Summer 2017 beauty products, Facebook, Twitter and Instagram will be used to build excitement by featuring countdowns to the launch. Content associated with the launch will feature the hashtag #MonkiBeautySS17, to encourage followers click through to find out more.

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Fig. 12. Countdown to Launch on Facebook example

4.3 FACEBOOK According to Mintel (2014) three quarters of Facebook users in the UK visit the site at least once a day, with 16-24 year olds being a large proportion of users. Facebook will be used to create awareness of the new launch of beauty products, with posts starting six weeks before the launch on 15th May 2017. There will be 3-4 posts a day to ensure the target audience see the updates when scrolling through their homepage. Facebook has unlimited characters, therefore it will be used to promote detailed information and links to products.

Objectives of the UK Monki social media pages: • To link consumers to new-in products from all sectors – fashion, beauty and accessories. • To communicate with consumers, reposting, regularly responding to comments and enquiries.

The cover image will be updated to announce the launch, one month before the launch, one week before the launch (fig. 12) and the day of launch to keep consumers interested and excited.

• For promotion of competitions, discounts and offers online and in-store. • To encourage consumer

4.4 TWITTER

interaction through style posts,

Twitter is more frequently used for consumer interaction

such as questions on what oufit/

than other social media platforms. Aside from this,

make-up is their favourite.

images such as positive slogans and photos from the Monki style gallery will be posted, along with 3 links to

• To share behind the scenes

products a day. During the countdown to the launch of

images to involve consumers

the SS17 beauty line, tweets will average at 6 per day

in the process and create a

with behind the scenes images and use of the hashtag

consumer-brand relationship.

#MonkiBeautySS17. On the date of the in-store launch event, live updates will be posted to ensure consumers are aware of the new launch of products.

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Fig. 13. Monki UK Instagram example

4.5 INSTAGRAM The Monki UK Instagram account will focus on promoting campaign content (fig. 13), behind-the-scenes images, inspiration boards and make-up looks created with the new products. Reposts of entries for the ‘Nail it’ competition will also be posted 3 times a week. After the launch of SS17 products, there will be a focus on new-in fashion and reposts of outfits. Three times a week, there will be posts from the Monki store on Carnaby Street such as employee outfits and consumer style.

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4.6 PINTEREST Fig. 14. Inspiration Pinterest Board example

Pinterest will be used as a gallery for inspiration behind the SS17 products and telling the story behind the beauty collection through visuals. There will also be images from the collection posted on Pinterest and a board dedicated to the ‘Nail it’ competition, featuring inspirational images and entrants designs (fig. 14). This aims to engage followers and attract interest to the competition.

4.7 SNAPCHAT Currently the Snapchat account for Monki is being updated approximately once a week. As Snapchat is becoming a popular form of communication amongst the target market, updating the platform more frequently will be a priority to keep followers updated with Monki content. During the lead up to the product launch, there will be behind the scenes pictures and tensecond videos uploaded to create excitement and to give consumers a feeling of exclusivity. On the day of the in-store launch event, there will be a ‘blogger takeover’ on the Monki Snapchat account. This will include UK bloggers being invited to the event and passing a phone around to take photos and videos from the day, which will then be uploaded to the Monki Snapchat story for UK consumers to see (fig. 15).

Fig. 15. Snapchat Blogger Takeover example

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0 . 5 Digital + Print Marketing

Fig. 16. Monki Beauty website mock-up 5.1 WEBSITE On 15th May 2017, the UK Monki website homepage will feature a live countdown to the launch of the SS17 beauty collection until 21st June 2017, to create suspense. The rest of the homepage will continue with the usual visuals promoting current fashion collections and social media including UK specific accounts for Instagram and Facebook, to ensure all platforms are interlinked. On 21st May 2017, there will be a promotional banner placed on the homepage to create excitement, with the hashtag ‘#MonkiBeautySS17’ and the words ‘one month to go’. The website will add a beauty section. This section will include how-to videos such as beauty trend tutorials and a ‘shop’ section where consumers can purchase products (fig.16).

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Fig. 17. Monki app mock-up 5.2 APP The current free app ‘Monki Mi’ will have a redesign (fig. 17) ahead of the launch of the SS17 products and the Nail It competition. The ‘nail booth’ section of the app will allow users to choose a picture from their phone or take a photograph inapp. Users will then be able to add emoji-inspired ‘stamps’ on top of their images to create a unique design. After editing their image, users will be able to ‘share’ the image on their Instagram, with the hashtag #monkinailit and tagging @MonkiUK. The image will also be uploaded on to the in-app nail art gallery, which features previous entrants images and account names. There will be a section dedicated to Monki’s beauty products, which will feature a mobile-friendly version of the website beauty section. This will also link users through to the shop section of the website. The app will also have a ‘Store Locator’, which will allow users to get directions to the store on London’s Carnaby Street.

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5.3 MONKI BEAUTY MINI-MAGALOGUE Monki will launch a free Mini-Magalogue for the SS17 beauty collection (fig.18), which will be placed by the beauty section in the London store and into bags at the till. The minimagalogue will also be sent out with UK online orders of Monki items during Mid-June-End of August. Monki Beauty will differ from a typical product catalogue, designed in a creative way and with magazine-like content. Featuring interviews with top beauty Instagrammers from the UK, a beauty trend forecast, information on the Nail It competition and inspirational pages, alongside information and tips on how to use the SS17 beauty products. The Magalogue will also feature a 10% off voucher to use instore and online to encourage sales. The minimagalogue will be produced each season with new products and content.

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‘51% of millennials said print catalogues started their online shopping research.’ Neustar (2015)


Fig. 18. Monki Beauty Mini-Magalogue

26


0 . 6 Press

Press information will be sent out to give journalists information about the beauty launch, the consumer Instagram competition and the in-store event. Sending out press releases will ensure there is sufficient coverage of information sent out to consumers. Press releases will be sent out via email, if journalists do not reply within a week the release will be sent out once again. The following press releases will be sent out: - Background Information (May 2017) Monki is not a hugely well-known brand in the UK, therefore a press release will be sent out with background information and information about a new release of beauty products. - Instagram competition (June 2017): Information will be sent out about the Nail It Instagram competition. - Launch information (June 2017): Information on the launch of SS17 products and the in-store event will be sent out. (See appendix. b for press list)

6.1 BLOGGER OUTREACH Fashion bloggers frequently use the hashtag ‘#monkistyle’ on Instagram and Twitter to upload images of their new purchases. This shows how Monki has had an impact on bloggers, who are also a natural pathway to the target market. During the launch of SS17 beauty products, there will be a focus on working with bloggers from different cities in the UK, primarily in London to encourage footfall to the store. Selected bloggers that reflect the ethos of Monki will be sent products from the new beauty collection, along with press information to include on their platforms, such as information about the in-store event, Nail It competition, and the mini-magalogue.

27


The products sent out will be tailored to the specific

create a relationship and an opportunity to work

blogger, to ensure they will be featured across

together in the future.

their social media accounts and blog. Followers of the UK bloggers will be more likely to enter the

An example of two UK bloggers Monki would

Nail It competition, as they know their favourite

work with on this campaign is Sophie Hannah

blogger is a fan of Monki.

Richardson and Yanin from I Dress Myselff. These bloggers both represent the target consumer,

These bloggers will also be invited to the in-store

while addressing different styles and audiences.

launch event to take photographs of the new

Including bloggers with a range of personal styles

beauty collection, and to takeover the Monki

that are relevant to Monki will be important in

Snapchat. After the launch of the SS17 beauty

ensuring brand awareness is spread widely across

products, Monki will stay in touch with bloggers to

the UK.

sophie hannah richardson

yanin aka idressmyselff

BEAUTY/FASHION BLOGGER LIVING IN:

BEAUTY/FASHION BLOGGER LIVING IN:

London, UK

Reading, UK

SOCIAL MEDIA PRESENCE:

SOCIAL MEDIA PRESENCE:

Blog, Twitter, Instagram, Facebook, YouTube,

Blog, Twitter, Tumblr, Instagram, Facebook,

Pinterest

YouTube

FOCUS:

FOCUS:

Sophie has 74.6k followers on Instagram

Yanin has 90,000 followers on YouTube, and

and an average 2k-3k likes on each photo.

previous beauty related videos have reached

Sophie will be sent bold make-up products

40,000 views. Yanin will be sent toned-down

to feature in her creative looks on Instagram

everyday beauty products to feature on her

and on her blog.

blog, YouTube channel and Instagram.

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0 . 7 Consumer Experience

7.1 LAUNCH EVENT A launch event for the SS17 beauty range will take place on 21st June 2017 at the Monki store on Carnaby Street, London between 12pm-4pm. This will be the first opportunity to purchase items from the new collection. Regular updates will be posted on the Monki social media accounts prior to the launch, to inform the target consumer of the in-store event. Bloggers and journalists will be invited to the event as VIPS, where they will take images and videos to spread the word of the new beauty products on their platforms. Snapchat will be used heavily during the launch event, with bloggers taking over the Monki account and updating it with images and 10-second videos of favourite products and behind-the-scenes footage. Consumers will be able to use a geo-located Snapchat filter in-store which will feature the hashtag ‘#MonkiBeautySS17’ and emoji-inspired stamps to represent the brand image. Geofilters are a great way to gain brand visibility and impressions for Monki, engaging consumers and influencing purchases at the same time.

Fig. 19. Snapchat Geofilter example

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Fig. 20. Event example inc. gift bag and nail booth

To spread the word of the ‘Nail it’ competition, there will be a nail booth placed in-store with a professional nail artist giving consumers the opportunity to choose from a selection of 10 nail art designs using the new collection of nail polish. To encourage purchases, there will be branded tote bags handed out to the first 100 consumers to purchase from the beauty section, featuring a minimagalogue, stickers, personalised Monki sweets, a lipstick, and promotional gestures from retailers.

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Fig. 21. Pastel coloured interior and Zoe London DJ

2 . 7 Multi- Sensory Experience

Visual: Sight allows consumers to appreciate

Sound: The sound in-store needs to reflect

colours and imaginative store interior, which

Monki’s brand personality, while considering

is a huge part of Monki’s identity. Colour

that the event is for social activity and

can

emotionally

entertainment. There will be a live DJ set

without them realising. Due to their relation

by fashion blogger, Zoe London during the

to Summer, pastel shades will be present

launch event. Upbeat psychedelic pop music

throughout promotional materials for the new

will be played to reflect Monki’s brand image

beauty line. These shades are often associated

for new and old consumers, and to create a

with femininity, which is relevant for the target

positive experience through music that is not

market of girls aged 18-24. Pastels also evoke

too loud or harsh. The background music aims

openness and relaxation, helping to create a

to encourage consumers to buy and have a

calm atmosphere in-store.

memorable experience.

also

affect

consumers

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“More than 7 in 10 [millennials] say they increasingly crave experiences that stimulate their senses, and more than half feel increasingly disconnected from the physical world” JWT Intelligence (2013)

Fig. 22. Coconut scent, drinks and branded sweet treats

Smell: Scents have a strong tie to memory

eyeshadow. This will allow consumers to

and can affect how consumers feel about a

interact with the products and get a feel of the

brand, affecting purchase decisions. Scents

texture. Key items will be placed in line with

can heighten brand loyalty and can become

shopper’s line of sight, to encourage them to

a part of a brand identity. According to

pick items up, thus increasing the chance of

Neuromarketing studies (Palmer, 2013), 75%

purchase.

of emotions are triggered by smell, which is linked to pleasure and well-being. There will be

Taste: Throughout the event, refreshments

a diffuser installed in-store to release a subtle

will be available in-store. Colourful marbled

scent of coconut, without being overpowering.

macarons will engage sight in addition to

Coconut is a scent associated with summer,

taste, as their artistic exterior will represent

beaches and sun, which is in-line with the SS17

Monki’s quirky brand personality. A choice of

range.

homemade lemon, strawberry lemonade and alcohol-free coconut cocktails will be available

Touch: Product testers will be placed in the

to drink, which aims to evoke feelings of

beauty section for items such as blusher and

Summer nostalgia.

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3 . 7 Pricing + Distribution

Fig. 23. Monki London store

Monki SS17 beauty aims to be affordable to millennial consumers who do not have a high disposable income. To ensure the range is considered affordable to new and previous customers, prices will range from £2.99 for nail polish to £8 for eyeshadow palettes. The beauty range will be sold in Monki’s UK store on Carnaby Street in London (fig. 23). Marketing strategies aim to drive footfall to the store and raise awareness of the store location. The range will also be available to buy online.

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0 . 8

Logistics SCHEDULE

MAY • Countdown placed on homepage of

june

Monki website • Promotional

banner

placed

on

homepage

• Launch of SS17 Beauty

• Press information sent out about launch

• In-store event takes place

and in-store event

• SS17 mini-magalogue placed in-store

• Emails sent out to bloggers about

and sent out with online orders

collaborating

• Nail It competition announcement on all

• UK based accounts for Instagram and

social media

Facebook are set up and updated daily

• Cards given out with every purchase in

with countdowns etc.

London store to promote competition,

• Behind-the-scenes images and videos put

UK social media pages and app

out

• Launch of redesigned Monki app • Launch of the beauty section on the website • Bloggers receive products and feature on their social networks and blog

july+ august • Daily updates on all social media including

images

shared

from

the

competition • Regular promotion of Nail It competition

september

and updates on Pinterest boards • Images from the launch event will be

• Competition

shared on social media

winners

announced

on

social media and contacted

• Second burst of products sent to bloggers

• Social media accounts continue to be

to keep interest going

updated daily • Preperation for AW17 beauty range

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1 . 8 Campaign Monitoring An

assortment

of

techniques

to

monitor

the efficiency of the UK based marketing campaign will be employed, in order to gain an understanding of how successful the strategy has been. Social media is a huge part of the campaign, therefore consistency in this area is very important. Activity will be monitored on a weekly basis to keep track of followers and interactions. The hashtags “#MonkiBeautySS17” and “MonkiNailIt” will be followed across all social media platforms, by checking how many posts have been tagged with these hashtags. The social media messages sent out during the campaign will be followed for level of interaction and the correlation with a rising follower count. The most popular style of promotional messages will be further integrated into the campaign and posted more frequently. The Nail It competition on the Monki UK Instagram is expected to create high levels of activity due to the level of interaction by the target market on the social media channel. The competition is expected to have a minimum of 300 entries; the success of this will be measured during the first 4 weeks of the launch. If the minimum entries are not reached, the competition will be promoted heavily on all social media channels including Twitter and Facebook. There will be a close look at the sales of Monki nail polish from UK consumers during the competition to keep note of how effective the theme was.

35


2 . 8 Future The purpose of the marketing strategy

new store additions. Success of the UK

is to increase brand awareness and

specific accounts will be monitored and

establish Monki as a fashion brand in

follower count will be kept track of. If

the UK, and to successfully spread the

both accounts prove successful, there is

message of the beauty products on offer

scope to create accounts on other social

from Monki. The proposed campaign

media platforms.

targets the consumer in a combination of online and offline methods, which

The mini-magalogue aims to communicate

are important in order to reach out to

to consumers in a physical and fun way,

the target market, securing a consumer-

while injecting Monki’s brand personality

brand relationship.

to attract customers back to the London store and online store. Success of how

The UK focused campaign for the Monki

many magalogues are getting picked

SS17 beauty range will run for just

up will determine if the magalogues will

four months. However, the strategy is

continue to be produced and possibly

designed to encourage sales and raise

develop into something bigger.

consumer awareness in the UK during this time period, ultimately creating a

Creating a connection with UK bloggers

community of long-term loyal followers of

and featuring in UK press aims to raise

the brand.

awareness of Monki and create an established brand image in the UK.

The marketing campaign has a heavy focus on Instagram, due to its direct route

Overall,

to the target consumer and the visual

integrated within the four-month period

nature of the platform. The consumer

are likely to attract a UK audience whilst

competition aims to build a following

creating a buzz around the launch of

on the UK based account, which will

Monki’s SS17 beauty range. Maintaining

continue to grow after the beauty

a focus on a UK consumer base and

campaign. The UK specific accounts for

regular monitoring of the success will

Instagram and Facebook will continue

create a strong reputation for Monki in

to be updated daily with updates from

the UK, and raise awareness of the range

the London store and information about

of beauty products on offer.

36

the

promotional

tactics


0 . 9 Bibliography Aidin, B. (2014) Business Face of UK Beauty [Online]

centre/beauty-and-personal-care/more-than-skin-

Available At: http://raconteur.net/lifestyle/business-

deep-mass-market-colour-cosmetics-set-to-hit-1-billion-

face-of-uk-beauty [Accessed: 30th October 2015]

in-2014 [Accessed: 30th January 2016]

British Fashion Council. (2014) Facts and Figures

Mintel. (2015) Over A Third Of Us Millennial

AW14 [Online] Available at: http://www.

Women Say Social Media Is A Top Influencer For

londonfashionweek.co.uk/news/623/Facts--FiguresAW14 [Accessed: 30th January 2016]

Clothing Purchases [Online] Available at: http:// www.mintel.com/press-centre/fashion/over-a-third-

D’Adamo, A. (2015) The Millennial Beauty

of-us-millennial-women-say-social-media-is-a-top-

Consumer [Online] Available at: http://www.

influencer-for-clothing-purchases [Accessed: 30th

womensmarketing.com/blog/2015/08/millennial-

January 2016]

beauty-consumer-infographic/ [Accessed: 30th January 2016]

Neustar (2015) Ecommerce Chart: Online shopping behaviors of Millennials [Online] Available at:

H&M. (n.d.) About H&M [online] Available at:

https://www.marketingsherpa.com/article/chart/

http://about.hm.com/en/About/facts-about-hm/

online-shopping-behaviors-based-on-age [Accessed:

about-hm/hm-group.html [Accessed: 30th January

30th January 2016]

2016] Palmer, A. (2013) 20 Fascinating Facts About Sense Instagram (2016) Instagram Stats [Online] Available

of Smell [Online] Available at: http://www.mirror.

at: https://www.instagram.com/press/ [Accessed:

co.uk/lifestyle/health/20-fascinating-facts-sense-

25th February 2016]

smell-1977351#ixzz2aEBOu0GG [Accessed: 30th January 2016]

JWT Intelligence (2013) Consumers are Feeling Disconnected [Online] Available at: https://www.

Patterson, M. (2015) Social Media Demographics

jwtintelligence.com/2013/01/data-point-constantly-

to Inform a Better Segmentation Strategy [Online]

connected-millennials-crave-sensory-experiences/

Available at: http://sproutsocial.com/insights/

[Accessed: 25th February 2016]

new-social-media-demographics/ [Accessed: 30th January 2016]

Mintel (2012) Colour Cosmetics [Online] Available at: http://store.mintel.com/color-cosmetics-us-

Terrelonge, Z. (2015) UK online shoppers to spend

july-2012 [Accessed: 30th January 2016]

average of £1,174 each in 2015. [Online] Available at: http://realbusiness.co.uk/article/29032-uk-

Mintel. (2014) More Than Skin Deep: Mass Market

online-shoppers-to-spend-average-of-1174-each-

Colour Cosmetics Set To Hit £1 Billion In 2014

in-2015 [Accessed: 1st February 2016]

[Online] Available at: http://www.mintel.com/press-

37


1 . 9

Illustrations Figure 1. Monki Store, Carnaby Street, London.

Figure 12. Countdown to Launch on Facebook

(n.d.) Available at: http://www.timeout.com/

example (2016)

london/shopping/monki-1 Figure 13. Monki UK Instagram example (2016) Figure 2. Monki SS15 (2015) Available at: https:// se.pinterest.com/monkiworld/

Figure 14. Inspiration Pinterest Board example (2016)

Figure 3. Consumer Pen Portrait (2016) Images from: http://uk.pinterest.com/

Figure 15. Snapchat Blogger Takeover Example (2016)

Figure 4. Digital-Savvy Consumer (n.d.) Available at: http://www.thesimplyluxuriouslife.com/179/

Figure 16. Monki Beauty Website Mock Up (2016)

Figure 5. Summer Make-UP (n.d.) Available at:

Figure 17. Monki App Mock Up (2016)

http://www.onewed.com/wedding-hair-styles/blog/ daring-wedding-makeup-and-hair-inspiration

Figure 18. Monki Beauty Mini-Magalogue (2016)

Figure 6. Monki SS16 (2016) Available at: http://

Figure 19. Snapchat Geofilter Example (2016)

www.monki.com/gb/Monki_blog/Meet_Emily_ Bador

Figure 20. Event example inc. gift bag and nail booth (2016)

Figure 7. Monki Store Event (2015) Available at: https://www.facebook.com/Monki

Figure 21. Pastel coloured interior and Zoe London DJ (2016)

Figure 8. Brand Positioning Graph (2016) Figure 22. Coconut scent, drinks and branded sweet Figure 9. Blogger Wearing Monki (2015) Available

treats (2016)

at: http://www.monki.com/be/Monki_blog/ bloggers_ss15_style

Figure 23. Monki London Store (2014) Available at: https://www.facebook.com/Monki

Figure 10. Simple Nail Art (n.d.) Available at: https://www.instagram.com/p/sUaVsxSygw/ Figure 11. Geometric Nail Art (n.d.) Available at: http://peaceinabottle.blogspot.co.uk/2012/10/blogpost_23.html

38


0 . 10 Appendices A. MARKET RESEARCH SURVEY

What words would you use to describe Monki? Most common words: QUIRKY, WEARABLE, AFFORDABLE, GOOD QUALITY, UNIQUE, FASHIONABLE, DIFFERENT, COLOURFUL, BOLD.

39


B. EXAMPLE PRESS LIST

NAME

ROLE

EMAIL

Lauren Murdoch

Deputy Beauty Editor

lauren.murdoch-smith@condenast.co.uk

Smith

/ Vogue

Lisa Niven

Online Beauty Editor

Maxine Eggenberger

Digital Fashion and

lisa.niven@condenast.co.uk

/ Vogue maxine.eggenberger@timeinc.com

Beauty Writer / Instyle.co.uk

Andrew Gallimore

Beauty Editor /

Sarah Barclay

Beauty Editor / You,

andrewg@hungertv.com

Hunger Magazine sarahbarclay@aol.com

The Mail on Sunday Magazine

Rose Beer

Associate Beauty

rose.beer@graziamagazine.co.uk

Editor / Grazia Magazine

Wendy Douglas

Fashion News and

wendy.douglas@mailonline.co.uk

Features Editor / The Telegraph

40


C. SWOT ANALYSIS

strengths

weaknesses

• Monki’s prices are low and therefore very

• Stores are only placed across Europe and Asia,

affordable to a wide range of people, particularly

with only one store in London, UK. The cost of

their young target market.

shipping from their online store is 6 euros, which is more expensive than what consumers are willing

• They keep up with fashion trends, whilst offering

to pay.

something new - trends mixed with casual street style. This also allows them to offer a mix of quirky

• The beauty section on their online store is poorly

pieces with minimal pieces.

looked after, it isn’t well promoted meaning they are losing sales in an area that is currently thriving

• Monki have a good reputation, without negative

in competitors stores e.g. Topshop and Urban

press. They are known for their fun concept retail

Outfitters. Their section of beauty products in-store

stores more than anything.

is also disappointing, with only a small stand in the store dedicated to them.

• Their well-designed concept stores, unique brand identity and mascot like characters create a lasting

• Social media outlets such as Pinterest and YouTube

impression on the consumer.

are not regularly updated or a big focus - which is a surprise as their target market is Millennials who actively use these platforms.

• Monki have a unique hashtag they use across social media: #monkistyle, which is also a section on their website dedicated to a gallery of girls wearing items from the store.

threats

Opportunities

• The threat of competitors, Monki need to project

• More focus on social media and digital marketing -

their USP to ensure they are ahead. Also the threat

possibly through an app. Keep the target audience

of competitors who offer free shipping.

interested with YouTube videos e.g. ASOS upload regularly.

• Economic downturns, rate of unemployability etc.

• Expansion of their beauty section - as this is a

• Changes in fashion trends - Will the quirky Scandi-

growing market, Monki could place a bigger focus

street style always be a trend?

on it and integrate it into their concept stores. Beauty products can be fun and experimental, so they could fit in with their quirky brand identity well. • Expansion into the UK market. With only one store in London and shipping from the online store costing £6 - much higher than their competitors Monki are loosing out on UK consumers who are interested in the brand.

41


D. COMPETITOR ANALYSIS

the whitepepper

lazy oaf BRAND POSITIONING:

BRAND POSITIONING:

• Aimed at men and women aged 18-25 • Creative,

cartoon-inspired

fashion

• Aimed at women aged 18-25

and

• Quirky fashion and accessories

accessories

• Price range £5 to £120

• Price range £15 to £100

STRENGTHS:

STRENGTHS: • Very

strong

brand

image

• Strong and unique brand image.

portrayed

• Blog is updated frequently with interesting

consistently through social media, addressing

features such as ‘what we love’ and interviews.

the digital-savvy consumer effectively.

• 10% student discount and 10% off first

• Unique clothing that you would not find

purchase online.

anywhere else.

• YouTube videos are used to display new

• Store in London, ships worldwide and has a

collections, keeping the brand fun and

10% student discount.

reaching out to the millennial target audience.

• Regular interaction with consumers.

• Ships worldwide.

WEAKNESSES:

WEAKNESSES:

• Price range could be considered quite

• Website has creative visuals but lacking in

expensive for the target market.

layout and information.

weekday BRAND POSITIONING:

own range, to expensive choices for

• Aimed at men and women aged 18-

those wanting designer brands.

25 • Scandinavian inspired basic fashion and accessories

WEAKNESSES: • Stores in 5 countires and only ships to

• Price range £9 to £455

Europe. • Lack of posts on Facebook and

STRENGTHS:

Pinterest, although their is a higher

• Successfully translate brand image

focus on Instagram.

and ethos throughout social media and digital marketing.

• Lack of consumer interaction, mainly focusing on promoting images from

• Covers affordable price ranges for

42

new collections.


Monki Beauty: UK Marketing Plan  
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