fp1

Molly Granger

overview

This article aims to showcase the creative process of the sponsorship between Stussy and Boardmasters music fetival, discussing marketing ideas and campaigns. Initially, the concept of Stussy sponsoring Boardmasters orignated from both entities sharing a common interest in surfing and surf-culture, with Stussy originally launching itself as a surf-wear brand and Boardmasters hosting surfing competitions over the weekend each year.

Following further research, it is clear that the demographics cross over with the aesthetic of Stussy itself resonating with underground youth, who are associated with surf-culture and music. While the typical Boardmasters audience ranges between16-25. Many lineups feature indie and urban artists, who may appear attractive to a typical Stussy consumer.

section one review of current promotional practices

MARKETING MIX

Stussy’s use of the marketing mix assists in building brand awareness and developing retail environment. This ensures that there is clear brand identity that audiences will recognise and resonate with. When all elements of the marketing mix balance it creates a successful brand.

For instance, when looking into the marketing communication mix, it is clear that Stussy utilises many forms of media to connect with their consumers, the use of direct marketing with their digital newsletter, informs consumers of collection drops and brand news. This establishes communication to target a specific audience. From a consumers perspective, this may serve as a way for the brand to bond with their audience as they are offering insights to the brands releases before the general public get to see, making those recieving the newsletter feel more included.

There is also a use of physical communication with store experience and atmospheric marketing. Stussy, like many of its competitors, have a very limited number of stores worldwide, ultimately making the brand appear less accessible to audiences (Stussy, 2022). Therefore, when consumers get to go instore, it feels more of an exclusivity and luxury.

Looking at statistics, it is clear that Stussy offers a range of ‘mass’, ‘premium’ and ‘luxury’ street and lifewear (Edited, 2022). Ranging from basic clothing items to fragrance and home peices. This implies that Stussy supplies a range of items at a more accessible rate, which could mean that are broader demographic can be reached.

physical evidence

Stussy is known for supplying high quality clothing, with t-shirts being made of 100% cotton (Stussy, 2022). This could suggest the brands dedication for making ‘premium’ clothing as synthetic materials aren’t used in the making of their garments.

process

Stussy’s packaging follows in the sleek, minimal branding of all other aspects of the business. The bag that consumers are given when purchasing anything instore is brown paper bag with a small logo in the centre. This could be said to be similar to bags given out by high end/ luxury brands such as Louis Vuitton and Selfridges.

people promotion

Sourced from Editied.com (21/11/22)

product price place

Looking at reviews left by previous staff members at Stussy, it is suggested that there is a supportive environment within the workplace and that workers are offered diverse work projects (Indeed, 2017).

The use of digital marketing enables Stussy to reach a broad audience as it is inevitable that are large proportion of the demographic will be reached.

With Stussy’s products ranging from a broad price range, it implies that some items are be accessible for a broader range of consumers. Although, with the average price of garments being ‘£75’ it can be assumed that frequent Stussy consumers have excess money (Edited, 2022).

Stussy operates instore and online, while also retailing on other store sites, such as Size? and Selfridges. Though, there are very few stores worldwide, with only 39 Chapter Stores, making the shop experience appear more exclusive to consumers (Stussy, 2022).

Sourced from Editied.com (21/11/22)

Stussy utitilises many marketing strategies to bring attention to their new products and clothing. Advertising through digital newsletters and social media is often used as it can reach a broad demographic, including audiences that arent already active consumers. Digital marketing is also useful for Stussy as they have very few physical stores, therefore audiences may not be aware of the brands presence as it wouldnt be a store they would see regularly.

THE AIDAS MODEL ATTENTION INTEREST

Stussy often releases garments in collections, rather than an ongoing cycle on new clothes weekly, like most high-street or mass market brands do (Stussy, 2022). This may mean that consumers have more interest in the garments that Stussy releases as they appear to be more exclusive and rare, due to the few drops that have limited items.

On the Stussy website there is the ‘Features’ section which displays the recent releases and a lot of the past collaborations that they have done. This may spark desire for consumers are they can see how the garments have been styled. This may give consumers inspiration for how they themselves could style the pieces and therefore encourage them to buy the products. This section also often details the background of collections, this may also encourage audiences to buy the products as they may resonsate with the back story of the clothing items (Stussy, 2022).

When consumers buy Stussy products, they are packaged following the Stussy branding DNA, with neutral carboard shopping bags/boxes. This carries the branding and shopping experience from start to finish and may make the purchasing process seem more special for the consumers.

DESIRE ACTION SATISFACTION

The rise of TikTok has brought a new popularity for unboxing videos and, as stated later in the ‘viral products’ section, the videos often get millions of views and thousands of likes. This gives consumers a chance to voice their reviews of Stussy’s products on a public platform. This can help the brand boost certain products as these videos reach a broad audience.

branding DNA

branding DNA

Branding DNA consists of the pictures, colours, typography and copy writing that a brand utitlises in order to make themsevles distinguishable from other brands.

Pictures

Stussy’s infamous logo can be found on many of the brands garments and is instantly recognisable due to the use of the ‘Stussy Script’ font (later discussed in the typography section). This plays a vital role in laying down the iconic trademark and sets the tone of the brand as a whole. The imagery used on the brands social media platforms as well as their website is consecutive in style and format, also reflecting the brands values and style. With many images appearing to be taken on film, they resonate with the brands association of old school styles and youth-culture.

Colour

Colour holds strong symbolism, many consumers relate colours to feelings and emotions, therefore it is crucial for brands to use specific coloursthat emmulate the message they are trying to communicate with audiences.

In Stussy’s case, the brand opts for a sleek and classic colour pallette, with their webiste and stores having little colour. This may play into Stussy aiming to communicate a laid back environment while also remaining exclusive. This idea can also be evidenced in the advertisements and clothing items, with a neutral and earthy pallette being used for the majority, it is clear that Stussy is aiming to create an inoffensive branding that iS suitable for a large demographic.

stussy script stussy script

stussy script stussy script stussy script stussy script stussy script

Typography

This could potentially be the most crucial decision a brand can make as it becomes the most recognisable element of a brand.

Stussy has successfully achieved a recognisable typography, with the ‘Stussy Script’ which first origniated in 1979 (S&S Activewear). To many Stussy consumers this may be the first thing they think of when they think of the brand, just as how the Nike Tick is so thought of. The ‘Stussy Script’ is often found on many garments as well as on the bags given to customers when items are purchased. By placing the typography over everything that Stussy produces, it makes the brand more distinct, ultimately boosting their presence in the market.

Copy Writing

This element of branding DNA is crucial for giving a brand a distinct voice, it increases brand awareness and persuades readers to takr particular action. This voice can be used as an expression of the brands values and ethos. Brands often use words or phrases that their particular audience can connect with on a relatable and friendly level.

Stussy often opts for copy writing, such as ‘taking a damn break!!!’ that reflects the laid-back and relaxed essence of the brand.

This copy writing not only makes consumers aware of what the brand symbolises, but also gives Stussy a brand identity that they can carry throughout their promotional campaigns as well as the garments they release. Ultimately, this means that they can carry this brand identity across all medias, making the brand appear more distinguished against other brands.

section two review of current trends and insights

Predicted Trends

In a retail report published by Edited. com, it has been predicted that in 2023 ‘post-apocalyptic’ styles will be at the forefront of menswear trends.

Looking at the luxury market, it could be said that Balenciaga’s SS23 Mud Show was a reaction to a bleak year of war and politics in 2022. From this, a harsh tonal black and beige color palette on a backdrop of mud replicated this feeling. This overall theme encapsulates protective clothing that has previously been seen in 2022 and prior years, but refreshes in 2023 with military and utility influences .

Bikercore themes also remain relevant alongside grunge and feed into the armored element of heavier-duty materials like leather with added knee and shoulder pads. Leather remains an essential investment, seeing a notable presence across the SS23 runway. In the mass market, leather mentions on apparel are up 14% YoY, with shirts and trousers seeing the biggest YoY growth. Garments inspired by this trend can already be found in the market, such as utility jackets and cargo trousers.

The report advices that utility themes should include a softened color palette introducing beiges and earthy shades and highlighting specific pieces like cargos and worker jackets.

As Grunge remains prevalent, oversized shapes will be a focal point in many trends, so brands should build the story with volume lines to drive sales of oversized T-shirts and hoodies, which are already seeing a 48% and 57% YoY growth in arrivals in 2022 (Edited, 2022) .

Current Market Situation

It could be argued that Stussy most closely fits into the ‘bridge brand’ category of the fashion market, as although the brand is considered to be high end streetwear, it is also accessbile with some garments retailing at a more reasonable price.

For example, the majority of t-shirts released retail at £40, though there are also more garments on the higher end of the price scale(eg. outerwear and trousers) retailing at a price range between £150 - £350 (Edited, 2022) .

Similarities can be seen in a lot of Stussys competitors, such as Palace. With their typical t-shirt charge being £46 and their more expensive garments retailing at £300 (Palace, 2022).

Viral Products

Following the release of Stussy’s ‘Fall 2022 Collection’, the ‘8Ball Sherpa Jacket’ went viral over all social media - especially TikTok, with views of an unboxing video posted by @jimmymp3s reaching 3.5 million views and 550k likes.

The fleece originally retailed for £200 on the website and in store, though after the garment went viral and sold out it was seen to be retailing on sites such as StockX and Depop for over twice the amount as the original price (StockX, 2022).

The 8Ball itself is heavily related to Stussy as a brand as it features in many of their promotional campaigns and also on the garmets they release. This may be one reason for the garment being so popular. Similarly, the rise in the ‘gorp-core’ trend that has arisen over recent years also points towards an increase in sales of outerwear and related items, such as gore-tex materials (that Stussy have previously done releases of) as well as hiking gear.

Due to the 8Ball fleece going viral, the brand itself may have become more well known as the garment reached a broad audience over all social media platforms. After the success of the Sherpa Jacket, Stussy then released more garments featuring the 8Ball icon, suggesting that the brand hoped for the same reaction and sales drive from consumers.

PREDICTIONS FOR THE FUTURE CONSUMER

The LYST index identified that for 2022 ‘bigger and stranger collaborations’ would be a big trend seen throughout the fashion industry (LYST index, 2022). Stussy has actively been apart of this trend for many years, from traditional collaborations with Converse and Nike, to more unconventional collabs with Beats by Dr.Dre (Stussy, 2022). This demonstrates Stussy’s ability to combine their brand aesthetic with a range of different items.This may further justify the sponsorship proposal as it suggests Stussy’s ability to adapt their branding to a wide range of outlets.

ssy asters x

sponsorship proposal

This brief prososes the concept of Stussy sponsoring the music festival Boardmasters. The idea for this sponsorship originally stemmed from both Stussy and Boardmasters sharing a history and interest in surfing and surf-culture. The campaigns for the sponsorship would aim to combine the laid back approach that Stussy takes for their own advertising with the vibrant vibe of a music festival. The campaigns will take both branding styles into account in order to create advertisements that reflects the branding DNA of both which should capture the interest of a broad audience.

boardmasters branding

The use of the ‘B’ icon is a simplified, symbolic representation of the Boardmasters brand. The lower case ‘b’ replicates the shape of a breaking wave (BrandPad, 2022). This icon is usefd on a lot of the festivals branding as well as being the model of the surfing competition trophy. The colour palette used year on year features soft golden hues with neutral white and grey, representing the sunsets, sunrises, sea, sand and stone synonymous with coastal living. The waves/ripples that often appear on advertisements also aim to capture the festivals two core offerings: surf and music. Boardmasters also sees photography as an essential part of communication with their audiences, as it displays what the festival has to offer. The photogrpahy style used reflects the costal location ambiance and beach lifestyle (Evans, 2022)

Stussy currently fits into the ‘bridge brand’ market as it suits both high end and mass market audiences. With the history of the brand being heavily linked to sur-culture there is a strong link between Stussy and Boardmasters. Therefore, by sponsoring Boardmasters it should engage a imilar demogrpahic, ensuring that the right people are reached with the right message. As Stussy has not previously sponsored events, by sponsoring a festival that strongly links with the brands origins it increases sincerity and suggests that Stussy is a deep-rooted brand that is concious about their interests.

where are you now where do you want to be

SMART Objective:

Increase sales of the ‘festival collection’ that will feature on the Stussy website which will be curated directly in hand with boardmasters branding style over a 4 week period (May 29th - June 26th).

Specific - the festival collection section online.

Measurable - measuring the difference in sales before the collection is released in comparison to after.

Achievable - increased advertisement for the collection through social media, digital newsletter and print advertisements.

Realistic - 4 week period in which ‘festival season’ shopping is at a all time high

Timely - 4 week sales period to be monitored.

how are you going to get there

The promotional activities proposed for this sponsorship will be centred around social media posts and newsletter emails that directly market themselves towards the consumer. These activities have been chosen due to it being the main way that both Stussy and Boardmasters already communicate with their audiences. This should ensure that their demographics are reached as it is how they already expect to be reached. Though the actual contents of the promotional campaigns will differ to the norm as Stussy is not known for sponsoring events, therefore, this will be the element that engages the consumers and create desire. The Stussy website will also include a section dedicated to festival wear, including side bags, tshirts, shorts and hats. This will give consumers direct place to shop from, meaning that it will be more accessible for them. The collection will also feature on the social media posts and newsletters previously spoken about.

calander plan

print campaign

The design of the print campaigns aims to translate the sleek and minimal branding DNA that Stussy uses, while also relating back to the surf-culture that ties Boardmasters into the sponsorship proposal. The prints use both fonts as typography is potentially the most recognisable aspect of a brand.

landing page

The web page layout would be very minimal as both Stussy and Boardmasters follow in this style. There is elements of boths branding DNA with the colour pallette and typography seeming clear and refreshing.

Digital marketing

STUSSY AND BOARDMASTERS

Stussy is sponsoring the Boardmasters music festival 2023, one of the UK’s most well known music and surf festival.

The sponsorship collection explores the combination of Stussy’s iconic laid back essence with the fun-filled experience of Boardmasters.

instagram posts

Now available worldwide. find us at the beach !!!

Digital newsletter inspired by previous Stussy digital marketing strategies. Aiming to replicate the copywriting styles and layout. These would be sent out to those who are already on the Stussy mailing list and would be sent out in the third week of launching the sponsorship campaign.

SHOP NOW

Stussy - find us this summer at the beach....

Boardmasters 9-13th August ‘23

Stussy - going back to where it all began ...

Boardmasters 9-13th August ‘23

The Instagram posts feature copywriting inspired by current Stussy posts. Encorporating a sense of nostalgia with references to the origins of the brand which is the direct link to Boardmasters.

campagin mock ups

stussy x boardmasters

summary and reflection

To measure whether to sponsoship campaign was successful, the sales of the Stussy x Boardmasters would need to be watched. As well as looking at the general demand for the music festival, and where the demand is coming from - especially if the audience fits into the Stussy demographic.

To carry this sponsorship further, it may be interesting to see how Stussy could infiltrate their branding into other aspects of Boardmasters. For instance, a broader range of merchandise could be introduced. Stussy could also play a bigger part in the surfing competitions that take part over the weekend, considering that surfing is what most strongly links the brand with the festival.

BrandPad (2022) Bordmasters brand identity , guidlines and assets (online) https://brandpad.io/boardmasters

Edited.com (2022) Trends To Watch For 2023 (online) https://app.edited. com/#retail/article/men-retail-tw-trends-for-2023-091122

Evans (2022) Boardmasters Branding and Curation (online) https://www.bunchoffives.com/bm-brand

Edited.com (2022) Retail Reports: Stussy (online) https://app.edited. com/#market/dashboard/449674/new?analysis_view=statistics&brands=stussy&in_stock=true&is_second_hand=false&list_style=image&market=UK&order_by=found_desc&vertical=apparel&view=analysis

Indeed (2017) Working at Stussy (online) https://www.indeed.com/cmp/ Stussy/reviews?fcountry=ALL&ftopic=paybenefits

Lyst Index (2021) What’s next in 2022 (online) https://www.lyst.com/year-infashion-2021/2022.html

Palace (2022) All Clothing (online) https://shop.palaceskateboards.com Stussy (2022) Features (online) https://www.stussy.co.uk/blogs/features Stussy (2022) Chapters (online) https://www.stussy.co.uk/blogs/chapters Stussy (2022) BASIC STÜSSY TEE (online) https://www.stussy.co.uk/products/1904762-basic-stussy-tee-whit?variant=40419463168057

StockX (2022) Stussy 8 Ball Sherpa Reversible Jacket (online) https:// stockx.com/en-gb/stussy-8-ball-sherpa-reversible-jacket-natural

S&S Activewear (2021) 4 Important Branding Lessons from the Rise of Streetwear’s Legendary OG Shawn Stussy (online) https://thehub.ssactivewear.com/press/4-important-branding-lessons-from-the-rise-of-streetwearslegendary-og-shawn-stussy