Promotional Mix

Marketing Mix

Product

Re-Story, Retold and Layer’s collection is the product, providing customers with one-off vintage garments which have been upcycled using deadstock fabric; reducing waste and promoting sustainable shopping habits. Consumers would purchase the product through Retold’s website, and there will be extensive digital and physical promotion to increase awareness of the collection.

The collection is available in a range of sizes from 6 to 20. Vintage garments are often limited to smaller sizes, however due to the upcycling nature of the project garments were re-sized to create a wide range of sizes. A neutral colour palette was constant throughout the collection to match the aesthetic of the brand, which is a key factor in people visiting the brand. The deadstock fabric provides a pop of colour which is easy to style and makes it stand out against other vintage clothes on offer in the market.

The products need to be good quality and built to last to meet the consumers needs, and a wearable style which can be elevated for more special occasions. The price of the collection will vary for each product, taking into consideration the estimated original retail price of the garment, the cost of the deadstock fabric and the extent of upcycling carried out on the garment.

The production, campaign and promotional costs will also need to be factored into the price of the collection. Due to the exclusivity of the collection and the one-off nature of the garments, the collection will be priced slightly higher than it normally would, but still lower than prices of competitors including 1/OFF.

Price

Process

The purpose of this collection is the test and implement practices into Retold’s business to create Re-Story as a regular collection within Retold’s business offerings.

Layer will assist in ensuring processes are streamlined and as efficient as possible, sticking to a timeline which takes into consideration public announcements to consumers and subscribers to update on collection info, and the curation of the products, such as sourcing the deadstock fabric and second-hand garments.

People

The more people that are involved in the journey of product creation means more promotion on social media, such as the designer and Layer. All people involved hold the same sustainable values, helping to clearly communicate the ethos of the collection.

It is vital that Retold connects with their consumers and shows a clear understanding of what they want, to keep a strong and loyal customer base. Including Retold’s subscribers in the collection will help to do this, providing a call to action to get involved and become an active member of the Retold community.

Promotion

The promotion of Re-Story includes advertising through print media, internet advertisements and physical promotion of campaign posters in locations such as vintage markets and train stations to raise awareness.

Other promotions include social media content, paid influencer marketing, a podcast feature, the consumer and press event, and word of mouth. The best time to promote Re-Story to the tagret audience on social media is in the evening, when consumers have finished work, studying or looking after their family, and have some personal time to relax.

A press release will be digitally sent to press to make them aware of Re-Story and the launch, with the aim of receiving positive press coverage to raise awareness.

Place

The collection will be sold exclusively on Retold’s website, as with all other collections. However, it will be easily accessible through Retold and Layer’s Instagram profiles which will be a central component of the promotional aspect of the campaign to increase awareness, using the ‘Shop Now’ feature of the app.

Offline promotion includes print press coverage, campaign posters and a lookbook. The event launch will be an online promotion, catering to consumers and press.

With Covid-19 increasing online shopping, physical presence isn’t essential, with Retold having such a large and loyal following online.

Retold has a studio where they hold meetings and fittings, with bridal and regular collections on display. A selection of garments from the collection will be kept there on rails for people to browse, and there will be some physical lookbooks present to explain the collection. Located in London.