1XBLUE Strategic Document by Mia Tanguy

PRODUCED BY MIA TANGUY

BRAND DEVELOPMENT AND STRATEGIC AND PROMOTIONAL DOCUMENT FA6015 | NORTHUMBRIA UNIVERSITY | W18002127 | 2021

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CONTENTS

1XBLUE // CONTENTS

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CONCEPT

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BRAND RESEARCH AND ANALYSIS

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KEY COMPETITORS

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THE FUTURE OF 1XBLUE

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PRIMARY RESEARCH

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TARGET AUDIENCE

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TACTICS AND PROMOTION

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IMPLEMENTATION TIMELINE

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FUNDING

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REFERENCES

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CONCEPT This campaign strives to elevate the brand '1XBLUE' through a shift into a more professional sphere, securing the brand's position in the luxury fashion market. This will be executed through developing 1XBLUE's personal platforms and a Harajuku inspired collection that will be exclusively housed at Dover Street Market London. With features on Vogue and I-D, young fashion design graduate Lois Saunders has turned heads with her unique, risqué, avant-garde designs and has provided a light beam of fresh talent amongst an industry built on consumer culture and oversaturation. Though staying true to 1XBLUE, a brand restructure and digital overhaul will be a key element of this campaign, creating a distinct line between the brand's website and its well-established, yet sporadic Instagram. The campaign aims to develop 1XBLUE’s customer base, making its mark on the international market and attracting a new target audience. Not only will partnering with Dover Street Market London help grow 1XBLUE’s demographic, but it will also introduce the brand to in-store experiential retail. Dover Street Market have the exciting opportunity of working with 1XBLUE, bringing in a very current, innovative, generation Z designer who embodies the new age of fashion design and marketing, having built an entire brand through social media.

1XBLUE // CONCEPT

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"AT FIRST READ, IT MIGHT SEEM A RATHER ECLECTIC PROPOSAL. THE THREAD THAT PULLS TOGETHER THE DIFFERENT ASPECTS AND REFERENCES SHE WORKS WITH, HOWEVER, IS A SENSE OF CONFIDENT RECUPERATION OF TAKING THINGS LONG CONSIDERED SARTORIAL SIGNIFIERS OF A BOYS’ CLUB MENTALITY, AND CREATING CLOTHING BY AND FOR WOMEN WHO FIND POWER IN EMBRACING AND DISPLAYING THEIR SENSUALITY." - Mahoro Seward, 2020, I-D Magazine. (1)

1XBLUE // INTROCUTION

1XBLUE // RESEARCH AND ANALYSIS

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BRAND RESEARCH AND ANALYSIS

1XBLUE // RESEARCH AND ANALYSIS

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1XBLUE is an independent clothing brand, designed and produced by Lois Saunders. Having graduated from Fashion Design in 2020, the young designer is still in the early stages of evolving her brand, despite what the figures across her socials and media coverage implies. 1XBLUE was founded based on 'recycling second-hand sports memorabilia into wearable garments. As the brand has evolved, Lois has steered away from using football merchandise to create her risqué designs; however, she continues to reference it through varied elements of her own designed fabrics, such as heavy graphics and bold colours. Saunders is continuing to pave the way for a new brand direction, using the late 90's and early 2000's as reference points.

1XBLUE // RESEARCH AND ANALYSIS

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46,000 INSTAGRAM FOLLOWERS At current, 1XBLUE is singular channel. The social platform Instagram binds the brand together, working as a marketing tool, image blog and marketplace. An arguable contender for a second channel is the 1XBLUE website. The brand's site can be viewed more correctly as a transaction link, meaning that Instagram posts and stories inform consumers of new product and in order to purchase, one must follow to the alternative page.

What was once an innocent photo and video sharing social networking site has become a sea of business opportunity and in turn, unleashed a new wave of marketing, revolutionising the information age. 1XBLUE is a direct representation of modern-day brand development, however, Instagram is ephemeral and in order to be a brand that makes a permanent mark, 1XBLUE has to tap into concrete territory. This includes placing more emphasis on the 1XBLUE website, as well as marketing tools outside of Instagram and utilising the physical environment.

1XBLUE // RESEARCH AND ANALYSIS

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“SOURCING MATERIALS SHE CAN UPCYCLE INTO NEW GARMENTS, AND HER PROCESS OF TRANSFORMING THEM INTO SOMETHING THAT SERVES A DIFFERENT FUNCTION, HAS SPAWNED A GROWING FOLLOWING THAT’S TRANSLATING INTO HEALTHY WEB SALES” - Mandi Lennard, LOVE Magazine, 2020. (2)

1XBLUE // RESEARCH AND ANALYSIS

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INSTAGRAM ENGAGEMENT Knowing your audience is key to successful branding and marketing. However, it is important to recognise that likes and comments on Instagram will fluctuate depending on the content of posts and this should be used as a tool to understand what your audience engages with most. Having said this, Instagram should also be viewed from a wide-angle perspective, not focusing solely on likes and comments but what the feed looks like as a whole. The 1XBLUE's Instagram feed should reflect the brands aesthetic but also provide insight and personality.

2,982 Despite 1XBLUE reaching 6,000 likes on specific posts - 2,982 is the number of likes per post, on average. (Socialblade.com) (3)

1XBLUE // RESEARCH AND ANALYSIS

29 The number of comments reached on 1XBLUE, on average, per post, is 29. (Socialblade.com) (3)

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WEBSITE ENGAGEMENT As mentioned, the 1XBLUE website is not utilised to its best potential. According to Alexa.co, the brand website reaches 3 daily views on average.

(Alexa.com)

1XBLUE // RESEARCH AND ANALYSIS

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SHTGNERTS

INSTAGRAM PRESENCE

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Very active and both posts and stories are consistent in their frequent timings.

MEDIA COVERAGE 1XBLUE has featured on Vogue, I-D and LOVE Magazine.

GARMENT DESIGN 1XBLUE is very unique, playful, risque, different.

GARMENT QUALITY 1XBLUE is handmade to an excellent standard.

AFFILIATION When consumers buy a 1XBLUE product, they are buying an identity that goes with it.

PERSONAL TOUCH The 1XBLUE instagram account shows first hand production in the studio, giving a raw and genuine feel.

LIKEABLE Lois Saunders is admirable due to her creativity, friendliness, talent and dedication.

SUSTAINABLE 1XBLUE is independent, consumers are supporting an individual as opposed to a company. Also contributing to slow fashion.

BACKGROUND 1XBLUE // SWOT

Having studied Fashion Design, Lois is very talented with textiles.

SESSENKAEW

WEBSITE The 1XBLUE website is very basic and consumers will not visit unless they are trying to purchase a specific garment.

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INSTAGRAM The 1XBLUE Instagram feed is very sporadic in its content. There is no order or aesthetic to the posts and despite the behind the scene like shots giving good insight, the high amount of them give off an unprofessional feel.

PRICE 1XBLUE has a high price point but considering all garments are handmade, it is fair.

STOCK Her garment releases are random and inconsistent. Due to the nature of 1XBLUE being a small business and independent, it is understandable but this will have to shift in order to grow the brand.

RESTRICTIVE Lois Saunders uses herself as the model for all her designs and garment pieces. Despite this being good occasionally, it restricts inclusivity. Therefore, outside of photoshoots, the brand lacks in size, race, gender.

DESIGN 1XBLUE features some very risqué designs, they must be approached in a professional manner to obtain the brands standards.

PROMOTIONAL STRUCTURE There is no promotional strategy to 1XBLUE, other than using Instagram stories and countdowns to promote a garment release a few days before the drop.

AUDIENCE

FLOWER+PAPER FLORALS 1XBLUE // SWOT

1XBLUE garments are not for the mass public due to many designs being suitable for onlyphotoshoots and catwalks. This meaning her audience is somewhat limited in this area so marketing has to be correct.

YTINUTROPPO

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INCLUSIVITY 1XBLUE currently produces 4 - 10 sized garments, creating larger sizes and unisex garments would open up her market. Using a variety of models in garment shots is a must.

INSTAGRAM Shift in content, more professional, tap to buy features, order, aesthetic, content strategy.

WEBSITE A channel in its own right, official e-commerce shots, not the ones off the 1XBLUE Instagram account, seperate sections, overall re-design.

STOCK Release in collections less often as opposed to sporadic releases of varied material and designs that clash with one another. This will allow promotion, hype, aesthetic and consistent content.

DEMOGRAPHIC 1XBLUE demographic is heavily UK based, tap into an international market, the brand has strong potential of success outside the UK.

RETAIL ENVIRONMENT 1XBLUE product can only be bought online, have garments in store and break into retail.

1XBLUE // SWOT

STAERHT

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IMITATION 1XBLUE is a target for copycat designs, WEEKDAY ripped off 1XBLUE’s designs for a recent ‘unique 12 piece capsule collection using recylced football scarves’.

PRICE The high price point of garments restricts spending habits.

VULNERABILITY 1XBLUE is still in its early stages of success, the brand could be taken advantage of by other larger brands or individuals, pushing 1XBLUE into an entirely different realm that is far from the brands values.

INSTAGRAM The sole reliance on Instagram puts a heavy pressure on the networking site.

FUNDING Due to the small nature of the brand at current, there may not be enough funding to elevate the brand.

OVERSATURATION It must be considered that the 1XBLUE aesthetic and look could become oversaturated.

FLOWER+PAPER FLORALS 1XBLUE // SWOT

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KEY FINDINGS In order to develop 1XBLUE, it is evident that there are three main areas of improvement:

SOCIAL CONTENT 1XBLUE's Instagram is very regular, informative and interactive. However, it is somewhat unprofessional, very repetitive and not inclusive in terms of sizing as all product is shot on Lois Saunders. Although the behind the scenes studio updates are intriguing, there needs to be a balance of these and more professional garment imagery, whilst an overall brand aesthetic needs to be determined.

BRAND WEBSITE The brand website is unprofessional, basic and not engaging. The 'about us' section is out of date and the 'shop' section doesn't offer any sub-sections.

STOCK CONSISTENCY With 1XBLUE being a small independent, hand crafted brand, it is completely understandable that there will not be masses of stock and that is part of the beauty of the brand.

However, 1XBLUE releasing collections with a substantial amount of stock on occasion would provide more structure to the brand and allow hype to be created around a release.

1XBLUE // RESEARCH AND ANALYSIS

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PRODUCT DEVELOPMENT Having understood how the early days of 1XBLUE were hugely focused on football memorabilia, the brand has greatly developed along with Lois Saunders inspiration. Lois has developed her fabric stock from what once was old scarves, to her entirely unique, self-designed printed fabrics. Although 1XBLUE's most current designs pay homage to late 90's early 2000's cartoons, the risqué, seductive yet playful silhouette remains consistent throughout the brand's evolution.

IMAGES COURTESY OF 1XBLUE INSTAGRAM( (1)

1XBLUE // RESEARCH AND ANALYSIS

1XBLUE // COMPETITOR ANALYSIS

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KEY COMPETITORS

1XBLUE // COMPETITOR ANALYSIS

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OTTOLINGER PRICE RANGE: £200 - £800 Christa Bösch and Cosima Gadient, the design duo behind Ottolinger, create beautiful garments from deconstructing clothing. The brand pushes raw aesthetics and fluid silhouettes straight from their studio in Berlin and their unique designs have gained attention in the high fashion market, particularly Vogue. Ottolinger can be bought on the brand website or alternatively at SSENSE, FarFetch and Selfridges. The brands content delivery is engaging, exciting and personal, varying from

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the documentation of garment production to the final result of runway clips.

RUA CARLOTA PRICE RANGE: £175 - £250 Rua Carlota is an independent brand that challenges waste culture. The London based brand emerged from 2019/2020 and has grown significantly over the past year, attracting the likes of ELLE, MODZIK and numerous VOGUE platforms. The founder of Rua Carlota, Charlotte Rose Kirkham, uses only deadstock and pre-loved material to craft her bold, bright and geometrical designs.

The distinctive lettuce hem makes the brand instantly identifiable and has, in turn, gained a growing 74K followers on Instagram.

1 B LWUEER /+/PC MRP EFTL IOTROARL SA N A L Y S I S FX LO AO PE

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Like 1XBLUE, Instagram is the brand's main channel and has only recently stopped using Instagram as a marketplace.

1XBLUE // COMPETITOR ANALYSIS

ERL PRICE RANGE: £30 - £850 ERL is an up and coming brand created by the famous Eli Russell Linnetz, well known for his artistic and creative direction amongst the fashion and music industry. The unisex brand is playful, bright, colourful and reflects the heart and soul of the LA youth where Linnetz spent his childhood. The brand consists of relaxed silhouettes and styles, including T-shirts, hoodies, shorts, pants and accessories, not forgetting the most well-recognised piece, the sunset down jacket. Although 1XBLUE consists of entirely different styles and silhouettes to ERL, they are both playful in their nature and bold in their delivery. ERL stocks at Dover Street Markets around the world, including London, as well as other retailers including SSENSE, Sevenstore and

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Selfridges.

POSTER GIRL PRICE RANGE: £100 - £800 Central Saint Martins graduates Natasha Somerville & Francesca Capper founded Poster Girl in 2017. 'The label celebrates self-confidence and prowess' whilst 'manifesting confidence, ultra femininity' and winking at 90's nostalgia. Despite only having 42K followers on Instagram, Poster girl has gained a huge array of media coverage, including VOGUE, Grazia, I-D, Wonderland, PAPER, Crack, Bazaar, DAZED and TATLER to name a few. Kylie Jenner, Dua Lipa, Duckie Thot, Rita Ora and Doja Cat have been a few of many famous individuals to wear Poster Girl. The brand's risqué pattern cuts and bold statement yet flirtatious pieces provide strong competition for 1XBLUE. Poster Girl is stocked at Farfetch, Selfridges and SSENSE and uses its

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brand website as a core of supply.

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ADAM JONES PRICE RANGE: £80 - £350 Young Welsh designer Adam Jones uses old Tetley, Carling and John Smith beer towels to create luxury market sweater vests, shorts, jackets, trousers and tote bags, not forgetting nos canisters and other 'rubbish' that is left on English pub floors to create unique accessories. Although Adam Jones may not embody sexiness, the brand is still strong competition for 1XBLUE as both brands are built off reworking loud graphic, nostalgic materials that once served a very different purpose.

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The label is sold at concept stores in Seoul, London and Berlin.

OCTAVIA BANKS PRICE RANGE: £85 - £175 Octavia Banks, founded by Charlotte Octavia Banks, is a predominantly womenswear clothing line that consists of colourful graphic marble patterns and flattering design cuts. Having graduated with first-class honours from Manchester School of Art in 2020, Charlotte has spent the past year developing her brand. Despite still being in the early stages, Octavia Banks is building a comfortable following with 8.2K Instagram followers and features in Dazed Fashion and Jeffrey Campbell. With a similar price

1 B LWUEER /+/PC MRP EFTL IOTROARL SA N A L Y S I S FX LO AO PE

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point, background, and use of loud colours, the label provides competition for 1XBLUE.

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KEY FINDINGS Despite there being other independent brands that work within a similar realm and additionally targeting primarily millennials and Generation Z, 1XBLUE continues to offer something different, new and exciting in garment production and design. However, understanding the competition 1XBLUE faces, the importance of strong brand direction, strategy and consistent aesthetic becomes increasingly clear and ever more predominant.

Evident through analysis and research, Independent brands succeed most when personality and character run throughout and the consumer feels part of the label once purchasing a garment. Being able to trace the production of a product and shown the development of design are two factors that are also becoming progressively more significant, especially for garments with a higher price point.

1XBLUE // COMPETITOR ANALYSIS

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COMPETITOR ADVANTAGE Understandably, making your mark in the fashion industry as an independent brand can be difficult. However, 1XBLUE has a good affiliation with well-recognised individuals including Yungblood, Madison Beer, Mia Regan, Simi Haze, Mowalola Ogunlesi and Kukua Williams. Despite 1XBLUE having no official promotional strategy and no paid influencer advertisement, she has a great amount of free publicity and content through individuals purchasing her garments and wanting to be seen in them, therefore, posting pictures in 1XBLUE garments and tagging the brand. With Lois Saunders recently graduating from BA (Hons) Fashion Design and now living in London, her circle is full of many creative individuals that help to benefit the brand. This includes photographers like Amy Peskett and The Lizard Queen, often photographing and modelling for the label. Outside of the brand's circle, 1XBLUE has also worked with well-recognised photographer and director Conor Cunningham, better known as Mescondi. Mescondi's recently worked with Kim Kardashian, Lil Nas X and Cole Sprouse.

1XBLUE // COMPETITOR ANALYSIS

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CURRENT DEMOGRAPHIC 1XBLUE's current demographic is primarily female, Generation Z and Y, making it clear as to why Instagram is the most beneficial social platform to use in order to connect with potential customers and followers. Although at first glance 1XBLUE may seem to be targeted solely at women due to the silhouettes and garment styles, the brand invites people of any gender or sexuality to feel empowered by the label and has gained popularity amongst the LGBTQ+ community.

“For today’s kids fashion is less about fitting in and more about making choices that reflect their own identity.”

- Kati Chitrakorn, retail and marketing editor at Vogue Business.(5) The playful label attracts many creative individuals who are open-minded, want to stand out and comfortable in their skin. Many of 1XBLUE's demographic has an avid interest in fashion and like to push the boundaries. With the label being based in London, 1XBLUE attracts a heavy UK based audience and despite being open to worldwide customers, the brand has only dipped its toe in the international market. Many models, musicians and creative artists have shown a great interest In 1XBLUE, expanding this further is a key priority.

1XBLUE // COMPETITOR ANALYSIS

1XBLUE // CAMPAIGN PROPOSAL

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THE FUTURE OF 1XBLUE

1XBLUE // CAMPAIGN PROPOSAL

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ELEVATE Elevate 1XBLUE into a more professional sphere. This will be done through a new website, a shift in Instagram content, an official marketing strategy, whilst altering the distribution of 1XBLUE, delivering collections as opposed to sporadic garment releases.

SECURE Securing 1XBLUE's presence in the high fashion industry is crucial. Lois Saunders embodies the new era of fashion in the digital agenda this is demonstrated through the fact 1XBLUE has developed solely from Instagram and caught great traction in the meantime. However, Instagram is ephemeral and does not fit into high fashion standards. In order to survive in the fashion market and stay current, 1XBLUE needs to find its niche and establish the brand away from Instagram.

LAUNCH Launching 1XBLUE into phsycial retail will provide a tangible element and bring a sense of certainty for the brand whilst opening it up to a new market.

1XBLUE // CAMPAIGN PROPOSAL

SEVITCEJBO NGIAPMAC

PUSH 1XBLUE INTO A PROFESSIONAL REALM

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New website and change in online content.

INCREASE WEBSITE ENGAGEMENT A new website design and search engine marketing and optimisation will ensure the 1XBLUE website reaches more interaction.

WIDEN 1XBLUE DEMOGRAPHIC AND ATTACK THE INTERNATIONAL MARKET This will be done through the Harajuku collection and retail space at Dover Street Market London.

BUILD HYPE AROUND THE 1XBLUE HARAJUKU COLLECTION Using a 360 marketing strategy and a combination of owned, paid and shared media, resulting in earned media. This will be primarily through the 1XBLUE Instagram account, as well as Dover Street Markets Instagram and DSML paper.

CREATE STOCK CONSISTENCY Stock consistency will be created through a disciplined brand strategy, releasing collections less often rather irregular pieces.

SECURE PHYSICAL RETAIL ENVIRONMENT A concession at Dover Street Market London will secure a tangible retail space for 1XBLUE. 1XBLUE// CAMPAIGN OBJECTIVES

THE HARAJUKU COLLECTION ELEVATE: GIVING A NEW IMPRESSION

As discussed earlier, 1XBLUE has evolved and developed from the brand's football memorabilia foundations. With bright, bold, loud graphic prints, an unusual aesthetic, cartoon references and playful nature, it is difficult to not be reminded of Fruits Magazine and the diverse fashion on the streets of Tokyo when looking at 1XBLUE. A key part of evolving 1XBLUE and securing its place in the high fashion market is creating a structured 'collection' implementation with a larger amount of stock. As of yet, 1XBLUE hasn't released an 'official' collection as such, until now. The 'Harajuku' collection will encapsulate the bustling, vibrant streets of Harajuku and the colourful street art and youth fashion it is renowned for, whilst providing a wide range of sizes to ensure the brand is more inclusive.

Not only will a Harajuku inspired collection support and secure 1XBLUE's evolved design path, but also invite an international market, expanding the brands demographic and target audience.

1XBLUE // COLLECTION

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“IT WAS MORE ABOUT MY LOVE OF GRAPHICS AND KNITWEAR,” SHE SAYS, A LOVE FIRST SPARKED DURING AN INTERNSHIP WITH MATTY BOVAN DURING THE SUMMER AFTER HER FIRST YEAR. “I’M ACTUALLY NOT A DIE-HARD FOOTBALL FAN, BUT I’VE ALWAYS BEEN QUITE A BIG FAN OF SHOWING CHARACTER FACES WITHIN MY WORK. - Lois Saunders, I-D Magazine, 2020.

1XBLUE // COLLECTION

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CAMPAIGN AESTHETIC 1XBLUE is maximalist, loud, daring and racy. Following on from these themes, the Harajuku collection takes inspiration from an array of eras, mixed media and cultures whilst nodding at Steve Madden's famous 'big head' ads that helped define the early 2000's. The campaign-style is tongue and cheek, exaggerated and playful. The disproportioned bodies and hyper-real human sense mirror those of a Bratz doll, creating a nice character reference amongst a collection that is heavily inspired by characters and graphics, such as hello kitty.

Like much of 1XBLUE's previous photoshoots and edits, this campaign-style is heavily edited, superficial and quirky. Continuing the brands current aesthetic whilst bring something new and exciting to the table was key for building the label and securing its position in the fashion market. Keeping the brand's values and style at heart meant that the current 1XBLUE demographic and customer base would not be jarred, yet the campaign-style provides an intriguing and unique profile for a new audience and customer.

1XBLUE // COLLECTION

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MIKA FRANCIS THE MUSE Following on from the aesthetic of the campaign, the muse for the collection is Mika Francis. Using a muse adds a human touch and brings personality to the campaign. Not only does Mika's style embody what 1XBLUE is about, striking, bold, sultry and confident, she specifically fits the 'Harajuku' collection due to her fantasy-like, hyper-real expression. She is extremely experimental with her looks, bringing a diverse range of eras and styles to life and making the childhood idea of 'dress up' a reality. Through wigs, outfits and makeup, Mika transforms herself into character like profiles and for her personal style, she takes a lot of inspiration from Japan and Kawaii.

Besides Mika providing a perfect fit for 1XBLUE, she has supported the brand since the emergence of the label. Having recently purchased pieces from 1XBLUE's last garment release, featuring stitched provocative words on a mesh tank, Mika styled the eye-catching garment and shared it with her 139,000 Instagram followers, making it clear that she is an asset to 1XBLUE. By using a muse, more specifically Mika Francis, 1XBLUE is tapping into marketing through Mika's selfbrand, using her followers and audience as a customer base and opportunity to widen 1XBLUE's demographic. Despite the young female being birthed in England, she lives in Bali, Indonesia and has grown a worldwide following. This will help 1XBLUE expand into the international market and become a world recognised brand. When using a muse, it is vital the individual mirrors the brand and their personal audience is somewhat similar. With Mika ticking both of these boxes, it is an honour to have her part of 1 B LWUEER /+ P CA OPLEL R E CFTL IOORN FX LO ALS

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the campaign.

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BRAND OUTCOMES BUSINESS PERSPECTIVE

Internationally recognized brand.

1XBLUE //BRAND OUTCOMES

Increased profit for 1XBLUE.

Increased and diversified audience.

Launched tangible retail offering.

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"THIS DECLARATION OF A CLIMATE EMERGENCY AND THE BEGINNING OF THE CORONA VIRUS PANDEMIC SUBSEQUENTLY SPARKED AN APPRECIATION AND RECOGNITION OF THE BEAUTY OF SLOW CONSUMPTION, CIRCULAR ECONOMIES AND THE RESALE OF CLOTHING." - Rosie Bell, Totum Magazine, 2021. (6)

The Coronavirus pandemic has had a huge effect on the fashion industry, fast fashion had reached an unprecedented high and clothing was more disposable than ever before. The pandemic has shifted many mindsets on consumption choices and made individuals question their buying habits. The changes in consumer attitudes include a focus on buying singular goods that are higher priced but a better quality that will last longer, contradicting the toxicity of the 'wear it once' culture. 1XBLUE will benefit from the implications caused by the virus due to the slow-paced, small production nature of the brand. Sustainability is no longer a mere word used by brands to seem appealing, but instead a word that requires a call for action to save the planet and stay relevant. Although 1XBLUE is developing and expanding, the core brand values of quality over quantity will forever remain.

1XBLUE // EXTERNAL FACTORS

NEW DEVELOPED WEBSITE STRUCTURE

'ABOUT US' PAGE UPDATE The current about page is very outdated and brief.

UPDATED CATEGORIES

ELEVATE

Updated category sections cover - shop, gallery, press, about, policies, contact; As opposed to a brief overview of shop, portfolio, about, contact.

'SHOP' - DIFFERENT SECTIONS At current, all garments fall under a singular 'shop' category. The new website design will have sub sections that differentiate each garment - tops, bottoms, dresses.

PRODUCT SHOTS The current product shots on site are the selfie style images that are used on Instagram. Products shot in a studio in the same light will elevate 1XBLUE to a far more professional realm.

VARIED MODELS A variety of models will build brand inclusivity. Keeping costs low, Lois Saunders will still remain as one model, however another model, potentially two will be introduced.

SIGN UP

1XBLUE // BRAND DEVELOPMENT

When a consumer first enters the site, a sign up block will open. Customers will be invited to sign up for the email newsletter and will receive free shipping on their first order. This provides incentive and markets 1XBLUE through emails.

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DEVELOPED INSTAGRAM CONTENT AND STRUCTURE Although the only social 1XBLUE uses is Instagram, it is the right social for the brand's targeted audience. The 1XBLUE account interacts with its followers well, posting on the feed often and frequently on stories. 1XBLUE gains a lot of promotion through user-generated content without purposely pushing the brand in that direction, this is due to the reputation the brand has built. As discussed, well-recognised individuals want to be seen in 1XBLUE and this is a great position for the brand to be in. Taking this into consideration, the 1XBLUE Instagram is successful to a certain degree, the label has been built entirely through the social app. Although, The content strategy that worked to get the brand where it needs to be developed for the brand to elevate, grow and fit nicely within the high fashion market.

At current, almost every post on the 1XBLUE Instagram, bar a few posts of recognised individuals wearing the label, is Lois Saunders in a freshly designed garment at the forefront of the lens with a messy background behind. This has created a busy, chaotic feed that is not easy on the eye. The main issue is inconsistency within the feed. As 1XBLUE garments are bold and loud, the background needs to be delicate, and the sporadic upload of different materials and patterns helps to create a hectic vision. Going forward with a more strategic approach for the brand, including collections, the 1XBLUE Instagram would benefit greatly from posting more content of a similar garment and pattern for multiple posts. The use of the studio is a lovely touch because it reflects the production of the garment, shows individuals exactly where their garments are coming from, and also provides a sense of rawness which is reflected in 1XBLUE garments with exposed stitching and unsymmetrical pattern cuts.

The nature of 1XBLUE is experimental and therefore, consistency through materials may not always be able, an alternative suggestion in creating flow is to shoot all 'behind the scenes' shots in the same position and pose, mid-length to full-length shots, against a white background. Having a variety of models and sizes, close up images of patterns, sneak peeks, and shots of garments off a model, hanging on a rail, for example, are all key in developing the 1XBLUE Instagram.

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PHYSICAL ENVIRONMENT LAUNCH: PROVIDING A TANGIBLE SPACE

As of now, 1XBLUE has provided an online presence only and has not tapped into a physical retail environment. This is becoming more common for brands in the current climate as online shopping has reached monumental highs and brick and mortar retailers have been left having to change the purpose of the store in order to survive. However, this is not to say that individuals would not rather a retail environment, online sales can be explained by convenience.

1XBLUE is an independent label, the charm of the brand is that it is slowly produced and not easily accessible. Entering into retail, these qualities must be respected and it is very important that the environment 1XBLUE is housed in shares similar values and supports the labels qualities. With this in mind, Dover Street Market London is the ideal space to launch 1XBLUE into. More so, the experiential space and bold, incredible concessions that Dover Street Market are renowned for house independent designers both established and emerging, that are exclusive, fresh and offer something new and different that is not in mainstream society.

The 2.5m x 3.5m, four-month-long concession space at Dover Street Market London will house the 'Harajuku' collection and the space will reflect both who 1XBLUE is, as well as the inspirations and development of the collection.

1XBLUE // BRAND DEVELOPMENT

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WHY DOVER STREET MARKET LONDON? LAUNCH: PROVIDING A TANGIBLE SPACE

Similar Audience, will however widen the 1XBLUE demographic and reach targeted consumers.

High fashion environment, supporting 1XBLUE's brand values.

Houses expensive brands that are high quality.

Dover Street Market is incredibly innovative and always looking for emerging brands that bring something different and new.

1XBLUE is very quirky, unique, eye catching and these attributes are favoured by DSM. Dover Street Market is greatly respected within the fashion Industry.

There is no retail space like Dover Street Market, that offers mini 'set design' like spaces, allowing customers to fully immerse themselves amongst the variety of brands.

1XBLUE // BRAND DEVELOPMENT

PRODUCT Entirely unique product.

Original 1XBLUE garment.

PROMOTION

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Through 1XBLUE Instagram.

Send press packs to select individuals.

Support slow fashion, independent brand.

Targeted ads on social media, mainly Instagram due to demographic

Emphasis on quality over quantity, durability.

and existing well established account.

Made to last.

Promoted through external blogs such as VOGUE/I-D.

Craftsmanship.

Through DSML Instagram.

Harajuku collection release, including tops, bottoms

DSML posters.

and dresses.

Promote through DSML window.

PRICE Products range from £90 - £180 currently, price development needs to be considered.

It is an investment.

Potential discount incentive for first day of launch in store.

PLACE Prime location.

Centre hub of London.

DSML is very prestigious and well known.

Entirely unique experience.

Good for media coverage.

DSML is the only place you can touch and buy 1XBLUE product in store.

You can only buy 1XBLUE product on brand website or at DSML

1XBLUE // BRAND DEVELOPMENT

43

HIGH QUALITY OTTOLINGER RUA CARLOTA

LOW PRICE

HIGH PRICE

O'MIGHTY JADED LONDON

LOW QUALITY 1XBLUE // MARKET POSITIONING

P

E

POLITICAL

ECONOMICAL

London based brand, Brexit may affect trading outside of the EU and affect the manufacturers of the garment materials.

Foreign Trade Policy.

Asian hate crime and racial discrimination, campaign must be approached in a sensitive manner to avoid any uproar surrounding cultural appropriation.

Keep the brand inclusive and diverse, including model size, ethnicity, gender and sexuality.

COVID – 19 has caused higher tax rates, meaning less disposable income which may result in less sales of 1XBLUE due to the high price point.

Increase trust amongst customers and build rapport, treating them with respect at all times.

COVID – 19 has affected the general economic stability in the UK and worldwide.

Wage Rates.

Inflation.

Exchange Rates.

Dover Street Market will take a percentage from 1XBLUE, resulting in the brand not gaining full profit as it would do so if the garment was brought directly from the 1XBLUE website.

1XBLUE // PESTEL

SOCIAL

The import costs of materials for the installation and collection may be affected by Brexit if outside the UK.

Tax Policy.

Trade restrictions.

S

44

Ensure the material production is not supporting under paid workers.

Acknowledge and utilise cultural trends and consumer buying habits.

Continue to build on 1XBLUE’s positive and personal online presence, showcasing and supporting other independent artists in the creative field.

T TECHNOLOGICAL Cancel culture.

Any person with access to the 1XBLUE online accounts must be trained in crisis management.

Utilise digital technology for marketing and promotion.

Engage with I-D, Vogue and other online magazines to push the 1XBLUE brand as a whole and more specifically, the Harajuku collection and installation at Dover Street Market.

Continue to use Instagram posts and stories, aswell as IGTV and the 1XBLUE website to boost engagement, inform consumers and advertise.

1XBLUE // PESTEL

E

L LEGAL

ENVIRONMENTAL Small production of Lois’ garments support a more sustainable outlook.

Her use of old found mamaterial supports a completely sustainable approach.

Ensure the material production causes no harm to the environment and is produced in small quantities.

With the 1XBLUE production being very well made, customers’ products will last a very long time, meaning the garments won’t end up in landfill and the cycle of garment will continue for decades.

Use environmentally conscious materials for the design of the Dover Street Market installation.

Avoid using plastic materials and non-sustainable materials in PR packs and packaging.

45

Secure a contract between 1XBLUE and Dover Street Market that agrees on a certain percentage of profit for each party.

Ensure COVID - 19 safety measures are in place in the Dover Street Market store to ensure safety amongst all customers and staff.

Consumer rights and advertising standards.

Product labelling.

Equal pay for all parties and individuals included.

Safety standards.

Brand ownership rights and registered trademark to avoid copycat competitors.

Non-disclosure agreements with all staff and individuals involved.

1XBLUE // PRIMARY RESEARCH

47

PRIMARY RESEARCH

1XBLUE // PRIMARY RESEARCH

48

94% YES

DO YOU PREFER TO FEEL THE

ARE YOU MORE DRAWN TO A BRAND THAT

MATERIAL AND QUALITY OF A

IS STOCKED AT A LIMITED AMOUNT OF

GARMENT BEFORE PURCHASING IT?

RETAILERS AS OPPOSED TO ONE THAT

PARTICULARLY IF IT IS EXPENSIVE.

IS STOCKED EVERYWHERE?

67% YES

Quantitive, closed question, yes or no answer questionnaire that was conducted through Instagram in order to gain an in depth understanding of a millennial and Generation Z demographic. The sample size was 272 participants, mixed gender, race, ethnicity and sexuality.

1XBLUE // PRIMARY RESEARCH

49

ARE YOU MORE LIKELY TO PAY MORE FOR

DOES A POORLY DESIGNED WEBSITE

SOMETHING IF YOU ARE SHOWN THE

INFLUENCE WHETHER YOU SHOP

PRODUCTION PROCESS?

FROM THE CHOSEN BRAND?

92% YES

1XBLUE // PRIMARY RESEARCH

59% YES

50

ARE YOU MORE LIKELY TO SPEND

IS SUPPORTING SLOW PRODUCTION IN

MORE MONEY ON A BRAND THAT IS

THE FASHION INDUSTRY IMPORTANT TO

WELL ESTABLISHED AS OPPOSED TO

YOU?

ONE LESSER KNOWN?

52% YES

1XBLUE // PRIMARY RESEARCH

79% YES

51

KEY FINDINGS Having conducted primary research to further understand the mindset and attitudes of millennials and Generation Z, the audience of 1XBLUE, it is evident that the findings support my main campaign objectives. 94% of the 272 sample size would rather feel the quality of a garment before purchasing it, especially if they are spending a larger amount of money on it. In relevance to 1XBLUE, the brand looks to those with a higher disposable income due to the price of the garments, and therefore, securing a physical retail environment for 1XBLUE at Dover Street Market London is going to benefit the label greatly and open the brand to a larger demographic. Furthermore, 67% of participants said they were more attracted to a brand that is stocked at a limited amount of retailers as opposed to a brand that is stocked everywhere. This suggests that despite 1XBLUE only stocking at one retailer, this will not negatively impact the brand but instead, work in favour of 1XBLUE. Through brand analysis and research, it is evident from a professional perspective that one of 1XBLUE's main weaknesses is the brand website. Moving forward, it was important to understand whether this understanding was mirrored amongst the target demographic. With 92% of participants answering 'yes' when asked if a poorly designed website influences whether they purchase from the brand, it is clear that developing the 1XBLUE brand website remains a high priority.

1XBLUE // PRIMARY RESEARCH

1XBLUE // TARGET AUDIENCE

53

TARGET AUDIENCE

1XBLUE // TARGET AUDIENCE

54

PERSONA ONE Name: Alexandra Richards Age: 31 Ethnicity: British Gender: Female Profession: Celebrity stylist Income 110,000 per annum Location: London Brand preferences: Rui Zhou, Christopher John Rogers, Parnell Mooney, Eytys.

She loves to support independent brands where she can and likes to be different.

Fashion Style: Her clients vary but all wish to feel empowered and push boundaries within fashion. Their striking, attention grabbing style merges with current trends as well as bringing a strong sense of individuality.

Her home base is in Kesington but she’s not often there. When Alexandra is in London, you’re likely to see her running out of Selfridges with ten bags, hopping in a taxi to take her to a dinner. Her macbook is never further than a reach away and her iPhone isn’t seen without its portable charging case. She mainly styles young female musicians for their shows, music videos and photoshoots and is always on the hunt for new, unique designers that work with bright colours and loud patterns.

1XBLUE // TARGET AUDIENCE

55

PERSONA TWO Name: Molly Senners Gender: Female Ethnicity: English Age: 19 Profession: Full time student at University of Leeds and works part time at a café.

Income: £50 disposable income per week.

Location: Leeds Brand Preferences: O’mighty, Jaded Ldn, House of Sunny, DEPOP Fashion Style: Follows trends somewhat but likes to own unique pieces and stand out from the crowd. Molly’s wardrobe has a mixture of fast fashion brands, charity shop finds, hand me downs from her mum and a few designer pieces.

Molly is trying to change her attitude on consumption, she knows that buying things that are well made for a higher price is more sustainable, but she finds that slightly tough with her disposable income amount being low. She is more inclined to spend more money on a garment when she sees an individual who she perceives ‘cool’ wearing it. When Molly isn’t studying for her history degree, she likes to use her film camera to take pictures and uses dazzcam to shoot videos and play around with editing them in a maximalist style.

1XBLUE // TARGET AUDIENCE

56

PERSONA THREE Name: Henry/Helen Gender: Gender Fluid Ethnicity: German/English Age: 24 Profession: Makeup artist Income: £30,000 per annum Location: London Brand preferences: Ragged Priest, Nordic Nativity, Doc Martens, Vintage stores – would dress in Gucci and Maison Margiela if he could afford.

Fashion Style: Expressive, confident, daring. Depending on whether this individual is feeling more masculine or feminine their style will change. Henry will sport a more rugged, dark tone outfit whereas Helen loves colour, busy patterns and sparkle.

With their roots in Berlin, frequent visits to the country’s capital include immersing themselves in the world renowned nightlife scene and scowering the hidden vintage stores. Back in London, they have built themself a lengthy clientele and a great reputation to go alongside it. They like the finer things in life and enjoy spending a lot of money on clothing and socialising.

1XBLUE // TARGET AUDIENCE

57

PERSONA FOUR Name: Sakura Adachi Gender: Female Ethnicity: Japanese Age: 20 Profession: Full time fashion student at Bunka Fashion College Income: £300 disposable income per week.

Brand preferences: Chopova Lowena, Jenny Fax, Comme des Garcons, Moschino and Thrift shops.

Fashion Style: Takes inspiration and elements from Decora and mixes it with a laid-back street style. A sophisticated take on mixing bright colours.

Sakura’s days are taken up by her studies of BA Fashion Direction but when she has a spare minute, she loves to hang out with her friends. Her interest in fashion doesn’t stop at her degree, she has channelled a passion for the industry since a young age.

Sakura is always up to date on emerging brands and loves to spend any extra free time researching independent, lesser recognised labels. Despite Sakura often shopping from a high fashion perspective, she loves to visit Don Don Down on a Wednesday to purchase some local, one off vintage finds.

1XBLUE // TARGET AUDIENCE

DUA LIPA PROSPECTIVE CUSTOMER

London born Dua Lipa is now a household name and trailblazer for many millennial and Generation Z females. Styled by Lorenzo Possoco, her looks are flawless, creative, sensual and innovative.

Despite predominantly embracing an 80's air, Dua can be seen sporting anything from a three-piece tweed suit to a barely-there leotard whilst also paying reference to the '90s and early 2000s.

Dua Lipa's style is far from bland, using colours, patterns and textiles to help create her iconic looks.

Some of her favourite brands include GCDS (God Can't Destroy Streetwear), Ottolinger, Marine Serre, Shrimps and Ashley Williams. Despite wearing Alexander Wang to the 2020 Grammys, Balenciaga's AW21 collection to Elton Johns 2021 Oscar party, Prada being never more than a reach away and becoming somewhat of a poster girl for Versace, Dua loves to support unknown, independent designers. Juliet Johnstone's hand-painted garments have caught the singer's attention numerous times but supporting local, UK based designers is a factor Dua considers important.

With 1XBLUE's flirtatious, eye-catching, unique designs; independent handcrafted nature, 90's aesthetic and UK origin, it ticks all the boxes in suiting Dua. 1XBLUE is not designed to be worn for no one to see, it is crafted to be worn on stages and seen in the press and therefore, the performer is a key targeted customer.

IMAGE 9

1XBLUE // TARGET AUDIENCE

BELLA HADID PROSPECTIVE CUSTOMER

With a similar style to Dua Lipa, the world recognised, American model uses makeup and clothing as a playful outlet, as part of her job but often in her personal time too. Hadid's individual style is hard to define, she often leaves her beautifully refined female looks in her work and opts for a more relaxed, Y2K style aesthetic in her spare time; this often includes baggy jeans, tight crop tops, trainers and oversized blazers. Whatever or whoever Hadid is wearing, whether it is Chrome hearts or a thrifted find, it is always colourful, bright and playful.

The model oozes sexiness and confidence, embracing who she is and bringing a personality to the world of modelling. Hadid also loves to support independent brands that are emerging and lesser know, providing a perfect fit for 1XBLUE. With Bella's quirky and alluring style, often paying reference to Tokyo street style with brightly coloured hair clip-ins and large plastic accessories, she suits 1XBLUE

1XBLUE // TARGET AUDIENCE

IMAGE 10

and is an ideal prospective customer.

60

MAIN CATEGORIES OF TARGETED AUDIENCE

CELEBRITY BASED CLIENTELE

INDIVIDUALS WHO WISH TO FEEL CONFIDENT

This is due to the excessive amount of disposable income this customer base has and the more inclination to wear extravagant

A lot of 1XBLUE is striking and risqué, the label looks to make

clothing that doesn't fit the stereotypical norms.

people stand out from the crowd, flaunt their body and feel amazing whilst doing so.

1XBLUE // TARGET AUDIENCE

61

MAIN CATEGORIES OF TARGETED AUDIENCE

INDEPENDENT CREATIVES AND ARTISTS

INDIVIDUALS WITH SOCIAL PRECENSE

1XBLUE's current demographic is heavily made up of creative

Predominantly referring to girls in this category, who of which enjoy

individuals and artists. This is due to the shared mentality many of

spending their money on clothing that has a respected reputation due to

these creatives hold, dressing freely and pushing boundaries.

brand association. They feel they become part of the brand when purchasing from the label.

1XBLUE // TARGET AUDIENCE

1XBLUE // PROMOTION

63

TACTICS AND PROMOTION

1XBLUE // PROMOTION

64

CHANNELS 1XBLUE HARAUKU COLLECTION

The two communication channels for the marketing of the 1XBLUE collection and brand are digital/online media and the physical environment. By using a 360-degree marketing approach, the campaign will target multiple points of customer contact and create a cohesive message overall.

The digital/online media channel consists of: Targeted ads Search engine optimisation Email newsletter Banner ads Influential marketing through PR packs Using digital/online media in comparison to print and other factors is the most beneficial form of marketing for this particular campaign. This is due to 1XBLUE having a very strong social presence and her current and target demographic being made up of millennials and Generation Z, daily users of social sites. Instagram in particular is the social app that is going to be used most, as this is the most effective way to communicate and interact with the 1XBLUE demographic.

The marketing of the physical environment is discussed in further detail on page 74.

1XBLUE // MARKETING

65

"IF YOU'RE LOOKING FOR AN IRONCLAD WAY TO SEIZE THE ATTENTION OF YOUR IDEAL AUDIENCE, YOU SHOULD LOOK NO FURTHER THAN SOMEONE WHO ALREADY HAS THEIR EAR." - Sujan Patel, bigcommerce.co.uk. (7)

1XBLUE // MARKETING

A ATTENTION

66

Social media ads, including sponsored posts and content marketing.

Banner ads.

1XBLUE Instagram posts.

1XBLUE Instagram stories.

Email marketing.

PR packs sent to selected individuals.

The campaign branding as a whole is quirky and fun, this will grab the attention of consumers.

I

INTEREST 1XBLUE // MARKETING

The key of grabbing someones interest and keeping them interested is disclosing only a small amount of information, enough to inform the customers, but little enough to make them intrigued.

Instagram stories directing to more information, i.e. clicking on a post through an instagram story. This is a good way of tracking engagement.

Captions on posts.

Dates/times/location.

D DESIRE

67

With around 40% of people reporting that they purchased a product online after seeing it used by an influencer on Instagram (8), it becomes clear that influencer marketing is one of the most effective ways to create desire. One of 1XBLUE's largest attributes is reputation and affiliation, people want to be seen in the label, despite 1XBLUE having previously never used 'influencer marketing'. Moving forward, paid influencer marketing will not be used, but PR packs will be sent out, influencing the audience of that person.

Other desirable factors include: Unique garment.

Upcoming brand that has received well regarded press.

Sustainable brand.

A ACTION

1XBLUE // MARKETING

The actions of the campaign include: Consumers buying the product.

Increase in web traffic. increase in instagram following.

Increased in international sales.

20

PR PACKS In order to make sending PR packs beneficial and truly effective, the selected individual must embody the brand and have a strong following that consists both of 1XBLUE's current demographic but also has a following of who 1XBLUE is trying to tap into. Below is a list of varied individuals, musicians, creatives, models and content creators, some of which have been previously affiliated with the brand and some that have previously bought from 1XBLUE and supported the label. Despite all sharing an aesthetic that suits 1XBLUE and the Harajuku collection, a varied mix of styles and interests is important to target a maximum amount of potential consumers. With 1XBLUE being a somewhat small, independent brand, all marketing tools must be utilised to the best potential so profit is not

1XBLUE // MARKETING

IMAGE 11

lost.

68

69

P

E

S

O

Social media ads.

Magazine and blog articles, e.g.

Social media.

Brand website.

Instagram ads.

I-D, Vogue.

Instagram will be the main form of

1XBLUE instagram.

Search engine optimisation.

Instagram posts.

shared media. This is due to the

Launch event.

Banner ads.

Tagged pictures.

fact it is the main promotional tool.

Collection branding and content.

Email Newsletters.

Instagram stories.

Shared media includes tagged

Brand assets.

Influencer engagement.

pictures on 1XBLUE, creating and building community.

DENWO

DERAHS

DENRAE

DIAP 1XBLUE // MARKETING

70

PAID MEDIA EXAMPLE

SEARCH ENGINE OPTIMISATION BANNER ADS 1XBLUE // MARKETING

71

EARNED MEDIA EXAMPLE

1XBLUE // MARKETING

71

OWNED MEDIA EXAMPLE

1XBLUE // MARKETING

71

OWNED MEDIA INCENTIVE Offering free shipping on a customer's first order provides an incentive to purchase. Additionally, the consumer is subscribing to the 1XBLUE email updates which include newsletters and advertisement, working as a highly beneficial way of gaining the attention of customers.

1XBLUE // MARKETING

74

PHYSICAL ENVIRONMENT DOVER STREET MARKET LONDON Stocking at Dover Street Market London is, in itself, a huge form of advertisement due to the exceptional brand establishment and recognition. Not only will Dover Street Market secure an experiential retail environment for 1XBLUE, but it will also supply a variety of marketing channels that 1XBLUE can utilise. These channels include DSML paper, print media and a launch event space.

The 1XBLUE launch at Dover Street Market London will be promoted in the following ways: Posters Social media, across both DSML Instagram and 1XBLUE Launch Party DSML paper In the digital age, physical space is becoming increasingly more important, if used correctly. As my primary research demonstrates, 94% of people said 'yes' when asked 'Do you prefer to feel the material and quality of a garment before purchasing it? Particularly if it is expensive.' The 1XBLUE concession space at Dover Street Market will encapsulate both the Harajuku collection and the brand as a whole. With coloured transparent walls, a neon sign and a gigantic teddy bear made from 1XBLUE scrap material, the concession will embody the Harajuku streets and give the third floor of Dover Street Market London a burst of colour and playfulness.

1XBLUE // MARKETING

CONCESSION

The main objective of the space is to embody the Harajuku collection and create an entire atmosphere that complimented and emphasised the garments. This said, bringing the vibrant, animated streets of Tokyo to Dover Street Market was a priority, as well as conveying who and what 1XBLUE is as a brand.

Please see the attached pitch document for further detail on the 1XBLUE Dover Street Market London concession.

1XBLUE // MARKETING

71

76

A

I Magazine and blog articles.

Printed posters

Key information on the poster,

Instagram content - DSML

enough to inform, little enough

Instagram content - 1XBLUE

to keep potential consumers

DSML paper

intrigued.

Instagram posts and captions 'Check out our bio to learn more' - link to DSML paper more about 1XBLUE and the

People Purchasing 1XBLUE from

London - The only place you can

DSML.

physically see the garments and

People visiting the concession

feel them.

space at DSML.

The fact it is stocked at Dover

New audience and increased

Street Market London will allure

following for DSML and 1XBLUE.

consumers because they are aware of the reputation of the retailer.

NOITCA

collection.

A

Exclusive to Dover Street Market

ERISED

TSERETNI

NOITNETTA 1XBLUE // MARKETING

where it tells the consumer

D

77

EARNED MEDIA EXAMPLE Phoebe Lettice is a celebrity stylist based in London, most commonly known for being Anne-Marie's personal stylist. Phoebe works with a huge range of brands to create experimental, creative and extravagant looks that are always filled with bright colours and filled with a fun nature. Anne-Marie's style is somewhat difficult to pinpoint but Phoebe takes inspiration from the '80s and '90's eras when dressing the pink-haired singer. Lettice is a great connection for 1XBLUE and by having her attend the launch event, 1XBLUE will hopefully be worn by Anne-Marie in the near future.

1XBLUE // MARKETING

77

ELPMAXE

AIDEM DIAP

1XBLUE //MARKETING

79

1XBLUE // MARKETING

MARGATSNI TEKRAM TEERTS REVOD

EXAMPLE

MARGATSNI EULBX1

OWNED MEDIA

79

LAUNCH EVENT DOVER STREET MARKET LONDON

SWE

ETS

The launch event is not open to the general public but instead, a somewhat intimate event that will create publicity and earned media through the chosen individuals attending. The launch event will take place on the evening of the 9th of March, a mid-week affair, ready for the collection release on the 11th of March.

The launch event will take place between the hours of 18:30 - 21:00 and within that time, guests will be invited to see the collection and concession space first hand for the first time. The general atmosphere of the event is sociable and fairly relaxed, giving Lois Saunders the chance to network and do a speech, whilst providing an entertaining evening for all.

On arrival, all guests will receive a glass of champagne or a non-alcoholic alternative, and continued service of drinks will be provided throughout the evening. Additionally, a fun 'goody' bag will be provided upon entry of material that encompasses the collection but also pushes advertisement of the launch in itself. A 1XBLUE X DSML sticker pack will be provided, a subtle marketing technique to gain attention, a disposable camera which guests can take pictures of the evening on, later uploading to Instagram and tagging, earning media coverage; and lastly, a small packet of Hello Kitty, Japanese

S STICKER

sweets to tie the inspiration for the collection in.

1XBLUE // LAUNCH DSML

DISPOSABLE C

AMERA

18

Below is a list of all individuals who are invited to the launch of 1XBLUE at Dover Street Market London. The invitation list includes an array of stylists, models, bloggers, influencers, musicians and artists who suit 1XBLUE and some that have been previously affiliated with the brand, all of which being beneficial to the label. All guests are invited to bring a plus one to the launch, expanding the reach of connections and publicity for 1XBLUE, whilst also making the guests feel comfortable. Due to the size of the concession, the guest list has remained somewhat small at twenty guests, forty including plus ones, and an overall list of fifty including the 1XBLUE team. This provides an intimate launch that allows all guests to be fully immersed in the brand and collection.

1XBLUE // LAUNCH DSML

1XBLUE // TIMELINE

83

IMPLEMENTATION TIMELINE

1XBLUE // TIMELINE

84

PITCH BRAND ELEVATION AND CAMPAIGN TO LOIS SAUNDERS

SECURE DSML DEAL

WEBSITE RE-DESIGN AND LAUNCH

08/06/2021

AND CONCESSION PLAN

13/07/2021 14/06/2021 - 12/07/2021

01/06/2021

06/09/2021

START HARAJUKU COLLECTION

CONTENT STRATEGY BRIEFING

DESIGN AND PRODUCTION

FOR SOCIALS AND INSTAGRAM CONTENT SHIFT

1XBLUE // TIMELINE

05/12/2021

SHOOT ALL PRODUCT IMAGES FOR WEBSITE AND EDITORIAL CONTENT

85

RELEASE PROMOTIONAL CAMPAIGN CONTENT AND CREATE HYPE THROUGH SEND OUT LAUNCH

1XBLUE AND DSML

PARTY INVITATIONS

(3 weeks to launch)

12/02/2022 11/02/2022

HOST THE LAUNCH PARTY OF THE HARAUKU COLLECTION AT DSML WITH GUESTS

01/03/2022 16/02/2022

09/03/2022

SEND PR PACKS OUT

BUILDING OF CONCESSION

TO SELECTED INDIVIDUALS

AT DSML BEGINS

1XBLUE // TIMELINE

11/03/2022

LAUNCH COLLECTION AT DSML AND ONLINE AT 1XBLUE

1XBLUE // FUNDING

87

FUNDING

1XBLUE // FUNDING

88

PRICE DEVELOPMENT The main financial outgoings to develop 1XBLUE and the Harajuku campaign itself are a new website, the Dover Street Market London concession, the collection and advertisement. The garment/collection costs are to be confirmed by Lois Saunders. The funding will be provided by 1XBLUE and in order to make a substantial profit, the prices of the garments will need revisiting. Regarding 1XBLUE's current price point, it is fair.

When taking into consideration the independent nature of the brand, one must recognise the time taken to design the garment, source the material, physically make it, revisit it and modify if needed, whilst allowing room for trial and error. By developing 1XBLUE into a more secure and professional sphere, whilst acquiring a physical retail environment at Dover Street Market London, the brands place in the designer, high fashion market is confirmed and therefore, the price point can be increased. However, given 1XBLUE's demographic, increasing the price of the product to an illogical amount would be detrimental to the brand as it would close its target demographic, this is not to say however that product price shouldn't be increased, it should be done fairly and reasonably.

1XBLUE // FUNDING

89

£80 - £180

£80 - £280

CURRENT PRICE POINT

REVISITED PRICE POINT

With 1XBLUE's current demographic including well recognised

Despite increasing the price point overall, there will be garments

individuals with a high amount of disposable income, it is evident that there is room for a price increase.

1XBLUE // FUNDING

within 1XBLUE that only differ a minor amount, ensuring the current brand demographic is not reduced and the products are still attainable.

WEBSITE COSTS

90

OFFICIAL 1XBLUE BRAND WEBSITE

With web designers charging from £4,000 - £60,000 upfront for a new brand website, they are becoming increasingly less popular and with 1XBLUE being an independent brand, it is important to keep the costs low where available . With many 'do it yourself' sites like Wix and Shopify becoming hugely successful, brand owners are taking their websites into their own hands. However, the problem with this is that they can look unprofessional, as the current 1XBLUE website exemplifies.

Through analysis and breakdown of many website builders, it is evident that Bigcommerce.co.uk is the most beneficial and suitable company for 1XBLUE to use.

Big Commerce offers a range of different plans to suit and grow your business and e-commerce as well as a huge array of templates and designs.

The standard plan offers : Sell up to £50,000 annually

Integrate with leading payment gateways

^ (£4,167 per month)

Single page checkout

No transaction fees

Real time shipping quotes

24/7 support

Product rating and reviews

If 1XBLUE sales per month from the brand website were to reach over £4,167, there is an option to upgrade the plan to £180,000 sales annually, resulting in £!5,000 sales per month.

The upgraded plan would cost £58.27 per month, an annual cost of £699.24.

However, the most suitable plan for the current position of 1XBLUE Is the standard which would equate to: £21.83 per month. £261.96 annually. (9) 1XBLUE // FUNDING

91

CONCESSION COSTS £3,805 IN TOTAL

DOVER STREET MARKET LONDON

Concrete flooring already supplied by Dover Street Market London Wall 1 - Stud wall 3525cm x 2600cm £400 Wall 2 - Live edge acrylic with Frame 3525cm x 2600cm £920 Wall 3 - Live edge acrylic with Frame 2500 x 2600 £673 ABOVE: PRICES QUOTED BY RYDER ARCHITECTURE Labour cost of one builder per day, 9am - 5pm (10) £130 Two builders needed : £260 Two day job cost for two builders: £520

1XBLUE // FUNDING

Custom 1XBLUE neon light sign (11) 150cm (the neon light co) £495 + £3 for wall fixing kit

Dover Street Market will fund the 1XBLUE concession.

Giant Teddy Bear 180cm (12) Scrap materials of 1XBLUE designs will be used to cover it - labour fee. £84.61 Pink Singer Table Industrial Pine (13) £400 including postage Sewing machine for display £20 - not functioning.

Clothes Rail - 160cm (14) £83.99 / £90 Including blue spray paint Wooden, branded hangers, choice between: (15) £127 for 100 hangers £475 for 120 hangers top of the range / depends on DSML x 1XBLUE deal whether the budget is high for extras. £70 for logo printing on whichever style.

ADVERTISEMENT COSTS 1XBLUE

The advertisement costs for this campaign are primarily focused on digital/media. Print media is expensive, outdated and impossible to monitor the effectiveness. Arguably, the only print media that is effective in the current climate is posters as they draw attention and inform. As shown, posters will be used on behalf of DSML as this is a marketing tool the retailer already utilises, however, on behalf of 1XBLUE, the label will stick to digital marketing.

With 1XBLUE's main marketing tool being Instagram, it is vital to apply Instagram Insights and tap to shop features. Instagram sponsored ads are key in reaching a wider demographic, however, ads have a price. The main aims of Instagram marketing are to attract, reach, engage, track.

Instagram ads vary in price from £0.10 - £2.00 per click. Through analysis of Instagram requirements and 1XBUE, an estimated cost for 1XBLUE would be £0.20 per click. (16)

Banner advertisement The typical cost of a banner ad is £0.50 per CPM (one thousand impressions). An alternative however is that some companies provide a set price for a certain amount of time as opposed to CPM. (17)

SEO Search engine optimisation for small business to help define their content marketing strategy can cost anywhere between £50 - £2000 per month in the UK. (18) Despite this seeming a fairly large outgoing, it is one of the most beneficial tools to make sure 1XBLUE is targeting all the areas it can to grasp attention, promote and engage. Considering the scale of 1XBLUE and the nature of the small independent brand, a lower cost would be most acceptable.

1XBLUE // FUNDING

92

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PR packages In terms of the typical 'influencer marketing' where brands reach out and pay well-known individuals to promote a product that they have no affiliation with, this is something 1XBLUE has no interest in. However, using well-known individuals who have had previously affiliation with 1XBLUE, including having modelled for the brand or supported it, as well as using individuals who suit 1XBLUE and have a customer base that the brand wants to tap into, is a channel that 1XBLUE will greatly utilise.

Ultimately, 1XBLUE wants to provide genuine promotion through well-known individuals. The PR packs would include a garment from the Harajuku collection that suited the individual, as well as stickers and Hello Kitty Japanese sweets. The PR packs wouldn't cost an excessive amount to produce and they would be greatly effective.

Launch Event and promotional materials In terms of the posters for the launch at Dover Street Market London, the launch event itself and marketing through DSML paper, these costs would be covered by Dover street Market as communicated in the signed legal documents. The main outgoings for the launch event would be a press photographer, drink waiting staff, invitations and 'goody' bags.

1XBLUE // FUNDING

REFERENCES IN ORDER OF APPEARANCE

(1) - PAGE 5, Mahoro Seward, I-D Magazine, 2020 https://i-d.vice.com/en_uk/article/epdbee/lois-saunders-1xblue-the-label-making-football-merch-sexy (2) - PAGE 11, Mandi Lennard, The Love Magazine, 2020 https://www.thelovemagazine.co.uk/article/lois-saunders-is-sexing-up-footie-merch (3) PAGE 12, Instagram Engagement Statistics https://socialblade.com (4) PAGE 13, Website Engagement https://www.alexa.com/siteinfo (5) - PAGE 27, Shopping Habits https://www.theguardian.com/fashion/2020/may/25/shopping-habits-of-generation-z-could-spell-end-of-fast-fashion (6) PAGE 37, Rosie Bell, Totum Magazine http://www.totemmag.com/the-depop-debate/?fbclid=IwAR3n1RXbFZ4Eq80h124bEX_cCX1IqD3mcmKx68chJdb_4rjLIXrRW_T1uYI (7) PAGE 65, Sujan Patel https://www.bigcommerce.co.uk/blog/influencer-marketing/ (8) PAGE 67, Influencer Statistic https://www.bigcommerce.co.uk/blog/influencer-marketing/ (9) page 90, Website cost https://startups.co.uk/websites/creating/how-much-does-a-website-cost/ 1XBLUE //REFERENCES

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95 (10) PAGE 91, Labour Costs https://www.homehow.co.uk/costs/tradespeople-rates (11) PAGE 91, Neon Sign https://theneonsign.co/products/custom-neon 12) PAGE 91, Giant Teddy Bear https://giant-teddy-bear.co.uk/bears/giant-large-big-pink-teddy-bear-180cm.htm (13) PAGE 91, Singer Table https://www.etsy.com/uk/listing/843791952/pink-singer-table-industrial-pine?gpla=1&gao=1&&utm_source=google&utm_medium=cpc&utm_campaign=shopping_uk_en_gb_a-home_and_living-furnitureother&utm_custom1=_k_CjwKCAjwkN6EBhBNEiwADVfya12QbAwv-fc-1OBfOoh4HTe56Ewwns4Amqgc-7I8Dbn9PJPVmC_CqBoC-GEQAvD_BwE_k_&utm_content=go_6479345238_84553837624_380837972544_pla302633558307_c__843791952engb_117795798&utm_custom2=6479345238&gclid=CjwKCAjwkN6EBhBNEiwADVfya12QbAwv-fc-1OBfOoh4HTe56Ewwns4Amqgc-7I8Dbn9PJPVmC_CqBoC-GEQAvD_BwE (14) PAGE 91, Clothes Rail https://www.keyclampstore.com/key-clamp-clothing-rail-kit-2 (15) PAGE 91, Hangers https://www.thehangerstore.co.uk/product/white-wash-beechwood-coat-hanger-42cm/ (16) PAGE 92, Instagram Ad https://www.youtube.com/watch?v=1kB2Y_-55PE (17) PAGE 93, Advertisement Banner Cost https://www.digitalinformationworld.com/2017/05/how-much-do-banner-ads-cost.html (18) PAGE 94, SEO https://accelerateagency.ai/average-cost-of-seo-u

1XBLUE // REFERENCES

IMAGE REFERENCES IN ORDER OF APPEARANCE

(1) PAGE 19, 1XBLUE https://www.instagram.com/lois1xblue/?hl=en (2) PAGE 22, Ottolinger https://www.instagram.com/ottolinger1000/?hl=en (3) PAGE 22, Rua Carlota https://www.instagram.com/ruacarlota/?hl=en (4) PAGE 23, ERL https://www.instagram.com/erl__________/?hl=en (5) PAGE 23, Poster Girl https://www.instagram.com/poster__girl__official/?hl=en (6) PAGE 24, Adam Jones https://www.instagram.com/adamjones_clothing/?hl=en (7) PAGE 24, Octavia Banks https://www.instagram.com/octaviabankslondon/?hl=en (8) PAGE 35, Mika francis https://www.instagram.com/lilbabymiki/?hl=en

1XBLUE // REFERENCES

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IMAGE REFERENCES IN ORDER OF APPEARANCE

(9) PAGE 58, Dua Lipa https://www.instagram.com/dualipa/?hl=en (10) PAGE 59, Bella Hadid https://www.instagram.com/bellahadid/?hl=en (11) PAGE 68, Fuhzz, Mira Almomani, Simi Haze Left - https://www.instagram.com/fuhzz/?hl=en Right - https://www.instagram.com/miraalmomani/?hl=en Below - https://www.instagram.com/simihaze/?hl=en

1XBLUE // REFERENCES

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