MonSun- Lifestyle Studio brand book

Fashion & Lifestyle Brand Lab Finding my JOMO (Joy of Missing Out)

(SZABO & STEVENS, 2017).

Meng-Sun,Tsai (Monica)

Finding my JOMO (Joy of Missing Out) What is JOMO: As a retail strategy in fashion marketing system changes, some people might want to pursue a lifestyle that can meet their expectations. Lawson et al.,(2002) explained lifestyle as a special form which people choose to live in. According to the consumer trend "JOMO"(the joy of missing out) in the marketing system, it reveals that these people might often focus on the individual themselves rather than chasing something that others want to keep up with or consider valuable (Mcgurk,2018). However, people tend to define their social status by measuring their lifestyle nowadays. Conversely, the income and occupation are not the main reason to reflect their contentment as well as the QoL (Quality of Life) (Ahuvia, Friedman & Douglas, 2008). Besides, Richard Louv who wrote Last Child in the Woods stated: “I’d rather hike than write.” (2018). As a consequent, psychological enjoyment might be a part of the tendency which might showcase how the customers feel within the future marketing system. Gunter et al.,(1992) also clarified that both the mental wellbeing and personal values have a connection with the marketing. In addition, the element from the marketing place could describe lifestyle with the reaction of consumers themselves (Lawson & Todd,2002). For instance, in the fashion marketing sector, particularly in Asia, Kwan et al. (2008), found that the consumers in Taipei have concentrated less on the reputable brand and fashion trend while purchasing casual apparels.

Moreover, they feel that the price does not mean anything to the quality of the product, so they seldom buy luxurious products. As a result, the evidence above depicted “JOMO” as a condition of the individual, and their mental satisfaction, as a customer. It could also become a significant consumer trend within the fashion and lifestyle marketing system.

(SZABO & STEVENS, 2017).

Finding my JOMO (Joy of Missing Out)

MonSun with JOMO: When it comes to the trend of JOMO (Joy Of Missing Out), Naylor et al.,(2002) demonstrated that the people from the high class are more likely want to pursue typical purchasing habit, whereas some people would like to choose the simple lifestyle to be satisfied. Therefore, concluding from the explanation above, the potential customer who belongs to this trend indicated that they are more willing to explore their mental wellbeing instead of following other footsteps.

Inspiring from the trend of JOMO, MonSun plan to create a space with cafĂŠ and studio which can make people relax and be able to loosen body and mind while visiting.

(SZABO & STEVENS, 2017).

Finding my JOMO (Joy of Missing Out)

Relative competitive position/ market share (cash generation)

Brand Competitors: The related competitor, Pottery café, a similar brand to MonSun. They offer the pottery workshop and café service as well. MonSun, However, is going to launch a comparable business but to go with the superior quality. The main focusing of MonSun is on the workshop and the extended line with a café and a boutique. Besides, MonSun is far more concerned about the mental and physical state of the individual.

Although they are both located in London, MonSun has a great quality of service and more opportunities for learning diverse workshop broadly.

Likewise, MonSun provides not only lifestyle options but involves in the fashion domain. Hence, as the start-up lifestyle studio brand, it is likely to have a commercial development in London society.

In comparison to the studio workshop, it is also some relevant business in London, such as the workshop in the Design Museum and Museum in London. Nevertheless, MonSun will offer not only meaningful activity but provide the private and superior environment within the bustling London city. As a result, the brand concept and operating pattern of MonSun are still a little bit different from these businesses. Besides, as a start-up brand, MonSun indeed has a low market growth, but with the strategy above, the market share could be high.

high (strong) low (weak)

high

Annual market growth rate

low (POTTERY CAFE,2017.)

(DESIGN MUSEUM, 2019.)

(MUSEUM OF LONDON, 2019. )

Finding my JOMO (Joy of Missing Out)

Studio (Workshop): Kim et al., (2012) proposed that the experiential need is a significant element to the customer consumption process. Besides, it is considered as the approach which can show what the customers require. Likewise, McDonald, (2012) clarified that the company can pay attention to their customer by creating customer experiences. With this strategy, it can firmly demonstrate the brand value to the customers who have brand loyalty as well as presenting the core member of the local communities. Therefore, MonSun, as a lifestyle studio brand, is regarded workshop as the main focusing of the brand. Additionally, customers can create their own unique experience. For instance, they can make their own crafted product, learn the simple cookery workshop as well as having a romantic date with their partners and so on. However, by achieving this way, it is more likely to satisfy the customers from JOMO trend.

(COR, 2018)

Finding my JOMO (Joy of Missing Out)

Brand Extension: Café: In addition to the workshop business, Dwivedi et al., (2013) revealed that the key factor to realise how the customer feels to the parent brand is to have the brand extension.

With the reference from Halsall et al., (2014), the cafe is to create the space with hospitality, to share the information together and to have the connection with either people or the environment. Thus, setting café in the studio might be a suitable way to establish both mental and physical satisfaction. Likewise, encouraging customers to have a relaxing time in the studio might also fulfill customer purpose of visiting here. By achieving this approach, customers may possibly feel a sense of enjoyment as well.

Additionally, it is a beneficial influence on the mental and physical state.

Boutique: Buil et al., (2009) explained the aim to create brand extension is to explore the diversity of product. However, as the brand start achieving the new line, the brand is apt to reevaluate customers’ thoughts of the parent brand. Thus, MonSun creates the new fashion line by selling its own exquisite accessories to satisfy a wide range of taste to customers. With the brand extension, MonSun will be able to consider what type of product that customer preferences as well as organizing the relevant workshop. On the other hand, customers may prefer to purchase the item instead of making the item.

(SZABO & STEVENS, 2017).

Finding my JOMO (Joy of Missing Out)

Brand Concept: Live With No Press.

Accordingly, it might be a business to the customer who is apt to live in the trend of JOMO because of the vibe with both the mental and physical wellbeing. Naylor et al., (2002) also proposed that people who are materialism is quite different with people who like to collect experiences. Likewise, the group from JOMO prefers to address their self-feeling rather than being similar to the majority.

Finding my JOMO (Joy of Missing Out)

Logo/ Strapline: Strapline

The strapline of the brand (MonSun) is “Live with no press.”

It is easy for people to know what they may feel while visiting. With the clear slogan, customers tend to understand what the major concept that MonSun wants to express to the public.

Logo

Change to..

The concept of creating the logo is to analyse who is the potential client firstly. By identifying the specific group of customers, the brand will be able to clarify the company value as well as manage the suitable company attitude to attract the customers. With the process above, the brand tends to express the core value of the brand (Sean et al., 2006).

As a consequent, due to the core concept of minimalism, simple living, warmth and pressurereducing, the logo is demonstrated as a “Home” with the house image. Public Health (1969) defined home as the place which can represent the feeling of a decent lifestyle and happiness. It is believed that the logo with the symbol of house image can suite the brand concept as well as depicting the main idea of the brand (MonSun).

In addition to the house image, MonSun also designed the typography with the playful approach to showcase the brands’ name. Besides, the brand’s name call MonSun is to convey the core concept by encouraging customers to live with a sense of relaxation from Monday to Sunday. However, by moving the eyes to the whole image, it is a person who stands inside the house (the studio).

Generally, the logo has also represented the viewpoint of the brand (Stay without stress). Further, colour is the way to showcase the brand idenity ( Kauppinen-Räisänen et al., 2010). Accordingly, the brand adopts the black and white colour to display a simple lifestyle as well as connecting with the JOMO trend.

Finding my JOMO (Joy of Missing Out)

Brand Personality: McCrae and John’s (1992) dimensions of human personality : In term of brand personality, it is argued that human characteristic is the measurement to identify the brand personality (Kassarjian,1971 & Huang et al., 2012).

Although there are various aspects to measure the brand personality, the measurement of human personality is suitable to describe MonSun with the following elements Agreeableness, Openness, and Conscientiousness which is analysed from the example of human personality dimension (McCrae & John, 1992).

From the facet of Agreeableness, MonSun provides the service with sincerity and generosity. For instance, MonSun will provide unlimited drinks for free, the competent workshop programme and so on. With these services, customers might be able to have trust with the brand. Besides, openness is regarded as the vital characteristic of the brand because of the workshop based lifestyle studio. Therefore, the customer who take part in the workshop is capable to discover the diverse domain of fundamental professional skill. Additionally, MonSun is glad to cooperate with the art industry, such as illustrator, artist and art student. It is easy for the customers to enjoy the artistic environment as well. Thirdly, conscientiousness is one of the characteristics to showcase that MonSun is reliable in not only the environment but the considerate service such as the free coffee and the special promotion.

(McCrae and John, 1992)

Agreeableness The tendency to be friendly, generous, kind, cooperative, credibility, trusting.

Openness The tendency to enjoy artistic environment, curious novelty,

Conscientiousness The tendency to show responsibility, honesty, reliable, planful.

Finding my JOMO (Joy of Missing Out)

Brand Relationship: Fournier’s (1998) relationship typology to identify the type of relationship The service is an important factor which has an intangible means between the customers and the brand relationship as well as influencing customers’ purchase intention (Hui & Yee, 2015). With the statement above, MonSun as a superior lifestyle studio brand is going to make customers to have a joyful moment and to give the customers a special treat in every expenditure. Tami Walker, the manager from Fuels brand management stated: “Our Gas for Life promotion is more than a way to offer our promise of high-performance gasoline - it's a way to help our loyal customers enjoy summer vacations and road trips with an added incentive of free gas along the way (ANONYMOUS, 2012).” With the same point of view, MonSun could provide different types of seasonal and festive promotion every year. By doing this way, customers might be able to adopt the special commercial trade in the specific date or festival celebration every year. Additionally, customers might choose MonSun as the first option when they organise the entertainment on a special date. As a result, the brand not only benefits the potential profit from the market but strengthen the customer's awareness especially for the customer who already have a stable brand relationship and loyalty. Similar from above, in addition, to provide extra-relaxed and slow pace atmosphere, MonSun has the service with sincerity as well as making the brand reliable.

Intimacy:

Customers understand that it is the studio which includes the workshop, café and boutique.

(Fournier’s ,1998)

Commitment:

Because of the seasonal and festive promotion, customers will choose the brand as the first option during the specific period or date .

Self-concept connection:

the space which can satisfy their well being.

Finding my JOMO (Joy of Missing Out)

Brand Value & Culture: Three Levels of Culture Brand Story: With the long working hours in almost every day, people who live in London (busy metropolitan) is difficult to look for the calm space. MonSun encourages customers to come and book the workshop here. Besides, the core value of the brand is aimed to make the customers forget their daily exhaustion. However, workshop as a social entertainment, not only teach customers with beneficial skill but loosen their burden.

MonSun, as the lifestyle studio, provides people who tend to get away from the outside world.

Additionally, it is a place which offers a natural and slow-paced atmosphere and an enjoyable mood.

The slogan to the brand is “Live with no press.� However, MonSun cannot wait to invite people to join the workshop and develop the fundamental domain of diverse professional skills. By achieving this approach, customers can have a lifestyle with the superior quality and enjoy the service in a calm environment as well as managing the mental well-being to individual.

MonSun is it is a London based brand. Within the bustling city, MonSun establishes the opposite vibe such as the slow-paced atmosphere and the trend of JOMO. Schroeder (2009) revealed that the brand culture is the potential element which can influence the aspect of the marketing and the management. In conjunction with the viewpoint, the social and cultural demonstration is also represented by the brand culture. Likewise, brand culture could somehow be the strategy to lead the social norms. Therefore, relaxation is considered as a brand culture which can showcase the requirement for the customers who belong to the trend of JOMO.

Basic Assumptions Improve people’s lives, people can get rid of fatigue among the environment.

Values and Beliefs Encouraging people to give the experience (workshop) as a gift and developing fundamental domain of diverse professional skill.

Provide the superior quality of lifestyle, enjoyment and relaxation.

Artefacts lifestyle with superior quality and service by staying in the calm environment and beneficial the metal well-being of individual.

(Schien, 1984)

Finding my JOMO (Joy of Missing Out)

Key Characteristic Picture (PECHET, N., 2019)

-

Basic Demographic -

-

Work hard.

Considering leisure time as an important part of her life.

Out going but prefer to stay alone sometimes. love travel.

Peaceful and beloved.

Media Consumption -

-

3 1 year-old An office workers Single with a stable relationship.

She tend to follow fashion and life style information via magazines, social media everyday, such as vogue, ELLE, Bazaar and so on.

Doing online shopping sometimes.

Brand Audience: Customer Persona

Attribute -

Freelance fashion illustrator.

She is an independent female Emotional, sensitive, outgoing, thoughtful, giving personality.

Forward thinking.

Online User Scenario -

She usually check what kinds of workshop is gong to be took place.

Updating her social media almost everyday.

Goals & Aspirations -

Pursuing the high quality lifestyle rather than working all the time.

Accompany the people around her such as family, friends, boyfriends.

Finding my JOMO (Joy of Missing Out) Brand Function Symbolic

MonSun Lifestyle Studio

Experiential

• •

Experience/Extra-relaxed Enhance self-image with the enjoyment and high quality of lifestyle.

•

Meaningful when customer participate the workshop.

With the enjoyable vibe, customers will be able to get rid of fatigue in workshop and café.

Feeling the lifestyle with superior quality.

Brand Audience:

Price

Affordable to reflect the quality The more cost of the product, the more high the price is.

Brand Concept Map

Product Place Promotion

Workshop/ café / fashion accessories.

Marketing Mix

London • •

•

Social Media: Instagram, official website.

Workshop: 1. ‘’Experience as a Gift.’’

2. Corporate with relevant enterprises to strengthen corporate reputation 3. Exceptional offer to people who visit for their anniversary Café/Boutique: 1. Free unlimited drink for workshop participants.

2. Receive a 10% off voucher once the customers purchase the accessories.

3. cooperate with the art industry by sharing their exhibition date via social media.

Finding my JOMO (Joy of Missing Out)

Resonance: Consumer involvement, Community, Cooperative Relation.

Brand Equity Model Based on consumer reaction to a brand (Keller’s ,1993)

Judgements: Competitive, Potential Marketing, Instability.

Performance: Natural atmosphere, Easy-learned, Meaningful, High Quality, Community.

Feeling: Fun, Meaningful, Relax, Slow, Warm, Romance, Style.

Imagery: Style, Slow, Homestyle, Natural, Simple, Minimalist, Young, Mid-aged.

Salience: High quality Lifestyle, SlowPaced, Enjoyment, Satisfaction, Happiness.

Finding my JOMO (Joy of Missing Out)

Hence, with the relevant proves, staying in the cafÊ or participating in the workshop could fulfill the customer’s internal sensory and achieve the physical and experiential state. Besides, it is also understandable that MonSun as a lifestyle studio which is going to concentrate on educational (workshop) as well as operating the small business such as the cafÊ and the fashion boutique which is related to the accessories programme of the workshop. Moreover, it is also the brand which provides the space for the customer who prefers to live in the slowpaced life rather than follow other footsteps.

(NEIYO, 2014.)

Finding my JOMO (Joy of Missing Out)

Audience building goals-(SMART) It is aimed to have more than 5,000 plus customers join the workshop in the first month and looked to increase 100,000 followers on Instagram after MonSun launch for three months. By doing so, it is expected to have more than 2500 plus bookings as well as increasing 5,000 plus customer reviews on the official website.

In order to gain awareness, in term of the basic promotion concept, MonSun is going to adopt social media as the brand commercial platform, such as Instagram. Further, MonSun will also create the official website which is demonstrated as the blog. According to the related statement, in case of having the proper communication with customers, the data was presented that more and more fashion brands have started applying social media. Moreover, social media such as Twitter, Facebook, and Youtube was confirmed as a commercial instrument. For instance, the popular luxury brand, Louis Vuitton had provided the catwalk live show so do the Ralph Lauren, Chanel (Kim, Angella, Ko & Eunju, 2012). Consequently, it might be the potential commercial strategy with social media and the official blog for MonSun to popularise the brand concept as well as developing a wide range of dimension to promote the brand before it launches.

Finding my JOMO (Joy of Missing Out) As mean to the workshop, MonSun plans to have the corporation with a specific company which is related to the seasonal workshop event. For instance, if the programme is relevant to cookery, MonSun would ask some associated enterprises to have a cooperated relationship such as superior supermarket food.

However, it is called the Corporate Reputation (CR) which is the meaning of the partnership between two brands. With the CR, both brands are apt to exhibit the potential of premium price as well as attracting a wide range of applicants and investors. However, as the social change, the Media Exposure (ME) is becoming the significant factor which can be able to strengthen corporate reputation nowadays (Wartick, 1992).

Audience building goals

– Workshop/ Café/ Boutique:

Besides, we encourage people to join the workshop programme with the family, friend, and partner.

According to Park et al., (1986) customers usually find the novelty and the sense of contentment via experience. Therefore, MponSun has a special offer for the workshop: ‘’Experience as a Gift.” In order to create certain differences, MonSun also has an exceptional offer to people who visit for their anniversary.

By joining the workshop, MonSun will provide unlimited drinks for free, so customers can totally enjoy the stay in the studio. By adopting these ideas, MonSun will be able to have more opportunities to gain high media exposure via cooperated relationship as well as building the start-up foundation to the public.

Moreover, the customer who purchase the accessories from the boutique, they would receive a 10% off voucher for the next purchasing in the café. Likewise, the analysis showed that it may cause a negative result if the brand has no voucher and the discount service, especially for a start-up one (Gao & Chen, 2015). Besides, MonSun is glad to cooperate with the art industry, such as illustrators, artists, and art students. According to Bailey et al., (2010), the art history showed that most of the important art event was the small exhibition which was taken part in the café. Hence, by having the art relevant exhibition, these art professions will be able to showcase their works on their social media or website. In the meanwhile, it could be the potential of benefiting the brand to establish a slow-pace and artistic environment. Further, it is also the promoting strategy to both studio workshop, café and the relevant art associations.

Finding my JOMO (Joy of Missing Out)

Official Website

Finding my JOMO (Joy of Missing Out)

Official Website-Blog

Finding my JOMO (Joy of Missing Out)

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Finding my JOMO (Joy of Missing Out)

Thank You. Live With No Press.