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O Lumir Spanihel

DT15INT

Marketing & Communication Design

P T O I

KEA - Copenhagen School of Design and Technology

R F L O


CONTENT

TOOLS & SKILLS 1

TOOLS & SKILLS 4

TRENDS & CULTURE

TARGET GROUPS

“The people of Vorfrue Plads�

Whole Foods - Is Denmark a possible new market for Whole Foods?

Understanding of how a local culture and style historic features, helps to shape and express urban environments - now and in the future.

Acquiring the skills and tools for analysis, assessment and selection of a target group (preselected one - target group 60+). Assessment and comparation of the size of different segments, their needs and market potentials.

Containing: - Photos that describes the scenes from the assigned urban environment - Video screenshot + link

Containing: - Visualisation of the 4 personas and the conclusion of the SMUK analysis

+ Brand personality and an optimised mix of parameters

+ The SMUK process and market research

TOOLS & SKILLS 3

3 TOOLS & SKILLS 5

THE COMPANY

THE COMPANY MOODBOARD (PHOTOSHOP) H&M - Marketing overview

H&M - Marketing overview Practice introduced marketing tools to identify and analyse the product range of a company together with the reality the company exist in. Containing: - Situation analysis including the Boston model, a Spidergram and SWOT + Brand personality and an optimised mix of parameters

Moodboard - Minimalism Practice introduced marketing toolstheme to identify and analyse the product range of a company Anchoring ourthe theoretical foundation tools together with reality the companyand exist in. from the module by working with development of our own inspirational mood board. Containing: - Situation analysis including the Boston model, a Spidergram and SWOT Containing: - Mood board based on one of the following pre-defined themes: chosen one - Minimalism + Process documentation with reasoning for the choice of images in relation to the chosen subject, screen-shot of the layer palette in Photoshop, screen-shot of the individual steps in Visual Thesaurus (3 steps)

1


CONTENT

FIRST SEMESTER PROJECT

H&M CONSCIOUS

SEMESTER PROJECT - 1

SEMESTER PROJECT - 3

RESEARCH

BUSINESS

Can local be sustainable?

Project’s price calculations

Acquiring the knowledge on the subject of sustainability by using relevant databases, statistics, knowledge platforms to explore the topic.

Verification of student’s knowledge and skills within the program Excel, price calculations, the economic theories as well as the framework for a marketing budget.

Containing: - The conclusion of the research theme that was presented, transliterated as text from the PowerPoint presentation.

Containing: + The framework for a marketing budget and price calculations for one or several products in the concept.

SEMESTER PROJECT - 2

CONCEPT DEVELOPMENT Student’s competition

Creating new concept, which corresponds to the brand’s own DNA. Containing: + A brief, mapping out the concept idea, target group(s), screening process, the product dimensions of the concept, validation of the idea. Photo of the prototype. + Persona stories and persona visualisations. VoxPop with selected respondents – reproduced in a short text.

2

TOOLS & SKILLS 3 SEMESTER PROJECT - 4 THE COMPANY

PRODUCT DEVELOPMENT

H&M - Marketing overview

Practice introduced marketing tools to identify MARKETING & COMMUNICATION DESIGN and analyse the product range of a company together with the reality the company exist in. Containing: Containing: - Situation analysis including the Boston model, + Visual registration of the complete products/protoa Spidergram types that haveand beenSWOT prepared for the communication material. A communication plan for the concept describing the communication target group, objectives for communication, the message and the choice of medium.


TOOLS & SKILLS


THE PEOPLE OF

VOR FRUE PLADS

Johan, 23: „Lovely people, that’s what makes this place so different.”

MARIE, AUTHOR

SIMON, BARISTA

ANNE & METTE, STUDENTS

MAJA, STUDENT

VIDEO LINK: https://www.youtube.com/watch?v=zBFqEz-sEwQ

Spending one morning in the very centre of Copenhagen, browsing the area around Vor Frue Plads mooted our group amount of questions: Is it possible for the district, frequently denoted as a peaceful shadow of the neighboring shopping streets Strøget and Købmagergade, that it can find again its own face? Why are the two main groups of people (students and tourists) just passing by? What would make them to change it, stop by for a few minutes and bring back the lost energy of the place, to the square? An effort to evaluate these questions can be found in the visual materials that we have prepared - 2 minutes video and few streetstyle pictures, combining the unique architecture of the place with the style of passing people.

4


TOOLS & SKILLS 3

THE COMPANY

H&M

MARKETING OVERVIEW

SWOT ANALYSIS STRENGHTS

WEAKNESSES

one of the largest fashion retailers stores worldwide trendy & affordable strong brand image designer’s collaborations huge target market strong presence in multiple markets fast fashion e-retailing celebrity endorsement

poor quality strong competitors following trends - no innovation lack of control over the production previous problems with sustainability non-ethical labour return rates, land fills brand loyalty

OPPORTUNITIES

THREATS

organic clothing sustainable production better quality in-house designers improvement within the supplier chain new fabrics & methods better end-of-life care customization

no typical customer always changing trends change in consumer behaviour laws about labout & sourcing competitors quality

THIS IS H&M Fashion and quality at the best price Vision all operations are run in a way that is economically, socially and environmentally sustainable meeting the needs of both present and future generations

production

offering quality fashion at the best price

Mission fashion and quality at the best price

BCG MATRIX (BOSTON)

making sure the product exceeds the customers expectations

RELATIVE MARKET SHARE

growth 10% - 15% each year

high

5

high

Sustainability

Promotion

low

star

question mark

WOMENSWEAR

HOMEWARE

H&M

People

low

belief in people one team is more than one individual enterpreneurial spirit being straight forward & open-minded constant improvement keeping it simple cost consciousness

MARKET GROWTH RATE

constantly working on better the product, by manufacturing under good working conditions

Values

SPIDERGRAM

cash cow

dog

MENSWEAR

KIDS WEAR

Quality / Price

Goal Current Current position position

Current position


TOOLS & SKILLS 3

THE COMPANY

H&M

MARKETING OVERVIEW

BRAND PERSONALITY

Emma, 23 She is.. between 18-35 and shops for fun with her friends. She wants.. to look trendy, well put together bust still comfortable. Works within the fashion industry, writer or teacher Her personality.. is fun, ambitious and social. She takes care of her appearance and is often very immaculate looking She does.. student or with a full time job, and she often goes for a coffee or a drink after work with her friends. She likes.. Living a fast paces life style, shopping, her friends, the beige.

TARGET MARKET OF H&M mainstream-mass market late adaptors generation Y (early 1980-mid 1990) generation Z (mid 1190 - early 2000) 6

I’M

EVERY PERSON Core desire: connect with others Goal: to belong Fear: standing out Strategy: develop ordinary solid vitues

“The group of fashionable and trendy consumers who see shopping as a social activity provide pleasure in their daily life, who wants to follow the trends without investing a lot of money.”

H&M is not “highly loyal brand. “

It has never been in the past and will probably never be in the future as well.


TOOLS & SKILLS 3

THE COMPANY

H&M

MARKETING OVERVIEW

MARKETING MIX

PRODUCT

PLACE

homogenous shopping products

stores / online

delivery a variety of garments & accessories

over 3500 stores / 40 markets big cities

several hits and collections within one season

website + mobile application

quantity over quality

previous purchase information

OPTIMISED MIX OF PARAMETERS

PRICE

PROMOTION

mainstream / mass-value price point

word-of-mouth (COS)

price range: 50 kr - 2000kr

worldwide campaigns

products varies from collections/ collaborations

H&M magazine, Design Award big celebrity endorsement strong social media presence

7

“


TOOLS & SKILLS 4 3

TARGET THE GROUPS COMPANY

WHOLE FOODS Is Denmark the new possible market for Whole Foods? TARGET MARKET: 60+

CONCLUSION OF THE SMUK ANALYSIS vestment if the target response. From a political point of view, it would be very beneficial not only for Whole Foods but also for the farmers in the country, since the farming industry in Denmark is struggling. A big issue for the brand might be competitors as Irma or Mad & Vin. The brand would have to lower the prices, also to grant great customer service and to offer something unique that you would only be able to get at Whole Foods in order to attract customers, like offering free healthy recipes, something that Whole Foods already does and might be a way to get the customer to buy all their groceries there. To create a unique position in the market, Whole Foods will have to do or offer something the Danes have never seen before.

The total of the population over 60 living in Region Hovestaden is 21,8%. A big part of these people are planning their shopping but only 30% of them are concerned about organic food. Only 10% of them knew about Whole Foods, however after us introducing the brand to them, 80% of the people would like to shop there. Unfortunately, a lot of the people from this generation are not using technology, as much and it could be difficult to get in touch with them. The price for opening Whole Foods in Copenhagen will be quite high, as there are a lot of factors like big rent and expenses when it comes to everyday transportation of fresh food. Whole Foods in Copenhagen might be a risky investment, but also might turn out to be a positive in-

bohemian innovators

8

“Being older means as well being wiser in eating.�

modern enterpreneurs


TOOLS & SKILLS 5

MOOD BOARD

MOODBOARD PHOTOSHOP

9


TOOLS & SKILLS 5

MOOD BOARD

MOODBOARD PHOTOSHOP

“Simplicity, clarity, singleness: These are the attributes that give our lives power and vividness and joy as they are also the marks of great art.” quote by Richard Holloway From the predefined themes I have chosen the minimalism. I have always felt distracted by colours, wild patterns and unnecessarily complicated shapes, so this choice was genuinely natural for me. I started with the word “minimum”. Minimum means the least quantity or amount possible. For me, the minimum could mean to be surrounded by essential things that I need in life. The number of the things in the life, as well as the objects in my mood board should always meet their own limits. “Limit” of the colours in the colour palette, limit of the sizes as well as the limit of distractions, which can disturb us and our final perception of the picture. I always tried to pair two images that seemed to be unanimous and have common element. This does not need to be only in the colour, it can be perceived likewise as the same shape, shape lines or the photo composition. In the minimalistic thinking, these limits always reach the point. „The limit point“ was my terminate point, from where I started the following internetbrowsing for the right pictures, that can characterize this collocation. Limit is the key word for minimalism. Because as we all already now, the less is more.

Key words:

minimum, straight lines, repeating shapes, black & white, geometry

10


SEMESTER PROJECT


TOOLS & SKILLS 3 SEMESTER PROJECT - 1

THE RESEARCH COMPANY

WHAT IS LOCAL PRODUCTION AND HOW COULD IT BE SUSTAINABLE?

AW15 campaign by local polish brand MISBHV, focused on thinking & wearing local

LOCAL PRODUCTION It is impossible to say what is, and what is not local production. It all depends on the product or material and it also depends on how you choose to define the word local. We chose to define local production as something being made or produced in a specific area, relating to a smaller- rather than a larger one. When trying to figure out how much of the industry goods, which actually are locally produced, we found out that different materials and products all are produced differently in different countries. Today the fashion industry focuses on fast fashion and after the globalization of the industry the local production. Due to this producing locally is no longer the production of choice for the majority of the industry. However, this will be changing in the future and following may be taken as a strong reason for prefering the local

„more reliable” „spending your money locally” „greater stability” 12

an even more enterpreneurship. Related to the fashion industry answers of growing and processing fibre and fabrics locally are being to be formulated by visible group of enterpreneurs, who are „building product and business that suits the land and the local culture and utilizes the skillsets of people who live there.” And finally, local business communities provides for their residents a considerably more balanced economic life than did big business cities“ and that “the general level of Civic welfare was appreciably higher.

„sustainable” MISBHV AW15

brands from the perspective of the customer: Local business is more reliable safe generator of jobs, wealth and income. In smaller communities people see and sense the effects of their own actions on each other and the environment and are quicker to enjoy benefits of change. People also spend their money locally, which pumps the local economic multiplier. With localism comes as well greater stability - a local business economy is essentially an insurance policy against stresses connected to large non-local businesses. We could consider that locally owned business is a natural promoter of smart growth - redesigning community, scrapping old zoning laws and promoting multible uses in existing spaces, instead of building subdivisions on green spaces on the periphery. Also, the local businesses focusing on innovation is one of the most dynamic for local prosperity and creating

„growing smart” MISBHV AW15

„minority might become majority” „social well-being”

„even more enterpreneurship”


TOOLS & SKILLS 3 SEMESTER PROJECT - 2

THE CONCEPT DEVELOPMENT COMPANY

STUDENT’S COMPETITION CONCEPT IDEA IN BRIEF: re-launch of H&M’s organic collection: collaboration together with the Danish design schools via a nation wide design competition

TARGET GROUP: young people interested in fashion, young talent and sustainability

„The collection called H&M x New Talent is an unique concept where the leading fast fashion retailer will nurture both this planet but also its talent.” We have made a video of the Voxpop, regarding customers thoughts on a sustainable collaborative collection between danish design students and H&M. Prototyping: There will be a designated area for the Concept Conscious collection in the H&M stores, made clear by green elements and informative signs. 10 of the biggest stores in Denmark will be chosen to showcase the student designs, each displaying one different material. The winning design per material, will be showcased in the window display together with the Clothing Collecting Boxes and the H&M Concept ready-towear pieces - of the same material. In addition to the clothing display, a video documentation of the student designers creative process will be presented inside the store to communicate the process and message of the concept.

The core product is the design students garments, and the H&M ready-to-wear pieces of the innovative sustainable materials. The added value would be recycled/ sustainable quality, ethical value, supporting young talent, information & safety about the products origin and production. Also the packaging will be either a sustainable/recycled canvas tote, or a sustainable paper packaging, depending on if the customer buys the product online or in the store.

THE CONCEPT PRODUCT’S DIMENSION (CORE & ADDED VALUE)

SCREENING & IDEA DOCUMENTATION: VOX POP, FAST PROTOTYPE

When creating the concept, using the young fashion students as a resource and making them create new unique pieces, we have used the Green thinking hat of creativity. We continuously used the Blue hat, to plan and document the whole process. To gather the facts we used the White hat, and created a Voxpop, survey and also did additional research. After we developed our concept, we used the Yellow and Black hat to look at the pros and cons, to improve the concept. We executed a questionnaire to detect if the H&M customer is aware about the sus tainability work and goals for the future. We also wanted to look at if sustainability is an important factor for the H&M customer.

VALIDATION OF THE IDEA 13

Creating an event when launching the concept conscious collection. Collaboration with one of the partner schools for providing the space for the event. LAUNCH: OVERALL FRAMEWORK FOR COMMUNICATING THE IDEA

5 materials, 5 stores, 50 students, 1 box.


TOOLS & SKILLS 3 SEMESTER PROJECT - 2

THE CONCEPT DEVELOPMENT COMPANY

STUDENT’S COMPETITION

ANNA, 24

trends & shopping starbucks, sushi fashion capitals ikea, h&m home

master student

VOXPOP

14

We asked 10 design students and 10 consumers, 2 questions concerning their interest in the H&M‘s collaboration with design students, creating unique garments only from 5 different sustainable materials. „If H&M made it possible for fashion students to make a garment of sustainable fabrics provided by H&M for H&M, what would you make you interested in participating?“ – was the question to the designers. Gladly, to this question there were only positive answers. One of the designers will be thrilled to participate if he is sure that the fabrics are sustainable and the brand give more awarness to the people about the fabrics. Recognition of the designers for their work with H&M was another answer given by few of the designers. However, there were positive answers from the customers too. To the question „ If there were to be a collaboration with fashion students and H&M with a focus on sustainability, what could make you interested in?“, some of the answers were a gift card or a voucher for shopping at H&M. Surprisingly for us, 5 of the consumers, replied that they will be really interested in the collaboration if it gives awarness for the materials and if the materials are 100% sustainable.


TOOLS & SKILLS 3 SEMESTER PROJECT - 3

THE BUSINESS COMPANY

BUDGET Budget for marketing H&M Conscious x New Talent collection 2016/2017 Budget for marketing H&M Conscious x New Talent collection 2016/2017

BIGGEST CASH FLOW = FEBRUARY

15

Marketing costs Marketing costs Magazine commercial (published) Magazine commercial (published) Magazine commercial (online) Magazine commercial (online) Outdoor advertising (the campaign photo) Outdoor advertising (the campaign photo) Posters in stores Posters in stores Graphic designer Graphic designer Social media Social media Total expenses on marketing Total expenses on marketing Staff training Staff training Salmon skin material Salmon skin material Rubber waste Rubber waste Plastic waste Plastic waste Abandoned sleeping bags Abandoned sleeping bags Feathers Feathers Total expenses of the materials Total expenses of the materials Paper bags Paper bags Canvas bags Canvas bags Paper boxes for e-commerce Paper boxes for e-commerce Total expenses on packaging Total expenses on packaging Photographer of campaign Photographer of campaign Hair stylist + make up artist Hair stylist + make up artist Stylist Stylist Total expenses on the campaign photo Total expenses on the campaign photo Launch event location Launch event location Food & Beverages Food & Beverages DJ DJ Decoration Decoration Photographer Photographer Totalexpenses expenseson onlaunch launchevent event Total SustainableFashion Fashionstudents students- -material material Sustainable Marketingstudents students--material material Marketing Totalexpenses expenseson onassignment assignmentmaking making Total Totalbalance balance Total

January February January February 22 618 22 618

10 000 10 000

March March

Total Total

22 618 22 618 67 854 22 618 22 618 67 854 88 300 88 300 176 600 88 300 88 300 176 600 223 417 223 417 446 834 223 417 223 417 446 834 1 392 352 1 392 352 2 784 704 1 392 352 1 392 352 2 784 704 12 150 12 150

5 000 5 000 5 000 5 000 22 618 1 726 687 1 738 837 3 488 142 22 618 1 726 687 1 738 837 3 488 142 1 500 000 1 500 000 1 500 000 1 500 000 15 698 15 698 15 698 15 698 0 0 0 0 0 0 0 0 2 500 2 500 2 500 2 500 3 950 3 950 3 950 3 950 22 148 22 148 22 148 22 148 118 750 118 750 118 750 118 750 29 250 29 250 29 250 29 250 39 000 39 000 39 000 39 000 187 000 187 000 187 000 187 000 12 000 12 000 4 500 4 500 4 000 4 000 20 500 20 500 0 0 0 0 100 000 100 000 100 000 100 000 4 000 4 000 4 000 4 000 20 000 20 000 20 000 20 000 4 600 4 600 4 600 4 600 128 600 128 600 128 600 128 600 200 200 70 70

270 270 45036 036 33375 375787 787 11925 925837 837 5 5346 346660 660 45

TOTAL EXPENSES 5 346 660 KRONER


TOOLS & SKILLS 3 SEMESTER PROJECT - 4

THE PROTOTYPE COMPANY DEVELOPMENT

COMMUNICATION MATERIAL

COMMUNICATION PLAN

VISUALS

mainstream-mass

LAUNCH EVENT INVITATIONS

TARGET MARKET

IN GENERAL

late adaptors generazions Z&Y wannabe trendy people need of instant availability shopping = social activity high customer attractiveness low customer loyalty

PACKAGING: CARDBOARD BOX FOR E-COMMERCE

„The goal is to reach the younger

H&M

X NEW TALENT

generation. ture

huge

They are the fugeneration, and have a

influencing

power.

The mainstreamers will influence the customers to be more sustainable and reasonable when purchasing goods.”

inreasing interest in H&M sustainable pieces increas sales of H&M Conscious

CAMPAIGN PHOTO

PACKAGING: PAPER BAG FOR THE STORES

informing the market about their 2020-100% sustainable goals & visions promoting both new design & sustainable fashion

MESSAGE

CAMPAIGN PHOTO: USING IN THE PUBLIC

PACKAGING: UNIQUE CANVAS BAG FOR THE STORES

WEBPAGE MOCKUP

social media

16

MARKETING OBJECTIVES

The H&M Conscious X New Talent collection aims to give the customers an insight in the process of creating sustainable clothing out of unconventional materials. By inviting the customers to see the process of creating a sustainable garment, the brand gives the target audience an insight in the whole design process from start to finish. With a goal of making the H&M customers more attached to each piece of clothing they purchase.

websites & blogs collaborations

magazines & newspapers

billboards

CHOICE OF MEDIUM


© 2016 LUMIR SPANIHEL


Portfolio Exam - Winter 2016 (KEA)