MARKETING COMMUNICATIONS STRATEGY I
EXECUTIVE SUMMARY The following document details a comprehensive marketing strategy for female fashion brand & Other Stories (AOS) to develop growth and establishment within the UK.
UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design Final Major Project & Other Stories Sharonjit Takhar A Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Communication and Promotion. Module THD1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND 26/05/2015
With a rising scale of success, the H&M owned brand that began with 7 stores now boasts 23 premises worldwide, presenting a promising outlook on adding to the London flagship store which is the only UK store. Research into the current UK market situation suggests a growth in retailing, clothing in particular at 4.1%. Apart from market predictions, consumer choices and preferences appear to be driven within the technology and digital world which is beneficial as patterns show people with all incomes have easier access to technology. Using this information to extradite a marketing solution, a carefully integrated campaign has been formed. To ensure these market drivers associate with the campaign well, research into the target market and consumers has been carried out where itâ€™s obvious that social media and use of mobiles/technology have a huge impact on the consumers and are devices consumers pay great attention to in everyday life. The campaign aims to strengthen the social media platforms and utilise them for heavy promotional use for AOS and the new launch in Manchester. However, regarding major competitors Reiss and Whistles, the two opposing brands are appealing to their target market and beyond with consistent use of printed advertisements; something that has been considered and will be pushed along with online and social media marketing. As well as above-the-line advertising, schedules have been made for sending out press information to appropriate media along with looking into bloggers and celebrity association to re-inforce the brands â€œsocial-mediaâ€? status. Overall, the campaign presents and promotes AOS in a theme that is closely related to ideas surrounding fresh, new beginnings and minimalistic positive vibes. This theme has been pushed to accomplish objectives in opening up further to the digital world, gaining attention to a new UK launch and communicating brand values to the target market.
Introduction 1.0 Rationale 1.1 Aim 1.2 Objectives 1.3
Brand Overview 2.0 Brand Values 2.1 Target Audience 2.2
SOCIAL MEDIA CAMPAIGN
Introduction 7.0 Instagram 7.1 Facebook 7.2 Twitter 7.3 Tumblr/Pinterest7.4 Snapchat 7.5
Press Information 8.0 Blogger Approach 8.1 Celebrity Association 8.2
Market Analysis 3.0 Competitor Analysis 3.1 Brand Positioning 3.2
Macro Analysis 4.0 Micro Analysis 4.1
Website 9.0 Emailed Newsletter 9.1 Newspaper 9.2
Budget 10.0 Schedule 10.1 Monitoring + Contingencies 10.2
Timescale 5.0 Campaign Approach 5.1
Introduction 6.0 Mobile Advertising 6.1 Online Advertising 6.2 Print Advertising 6.3
INTRODUCTION A female focussed brand catering for all styles, the contemporary concept of & Other Stories (AOS) has been making its’ mark on the retail world since 2013; open across 10 countries with 23 retail stores. With a UK flagship store on London’s Regent Street, the overall campaign aims to continue the current success within the UK market by raising awareness of the brands’ presence and adding to the growth with expansion into Manchester.
Research into the target market and consumer situation has informed which tactics prove best for them, and this can be found through the social media campaign and specific PR strategies.
Further details into an analysis of the UK market, brand positioning and a competitor evaluation has led to choosing the right course of advertisement placement including digital and printed. Assembling this strategy In doing so, the following document introduces a thorough with a realistic timetable, tactics are outlined over a yearmarketing strategy into how this will be achieved via long target. a number of platforms used to target the appropriate consumers and media.
RATIONALE As mentioned previously, AOS have seen a great deal of as ensuring the brand profile rises significantly. success in store growth since the initial opening with room to branch out in the UK. Bringing this into effect through the use of advertising, PR and social media, a marketing strategy allows a uniformed Although a new store launch instantly exposes the brand plan to be placed in which the brand identity can be truly further, marketing components are vital to see the success presented and recognised by consumers, the media and of the new store go through to its’ highest potential as well competitors.
To increase the visibility and presence of & Other Stories’ UK in the UK.
OBJECTIVES 1/ Using nationwide advertising in printed and digital media to draw the attention of the target audience. 2/ Targeting appropriate brand-like celebrities and bloggers/vloggers to build relationships with. 3/ Building up presence on social media increasing followers by a minimum of 30% on all accounts. 4/ Contacting press and being placed in national media in over 40 sources throughout the year.
BRAND VALUES With the core aim of appealing to women who are clear about their personal style, AOS aims to provide in a manner which suits all, with a range of products that consumers can have fun with. Of course, staying disconnected with trends is reversed when it comes to the online world, as AOS approach their “social media” inspired brand through holding onto a minimalistic aesthetic, giving the brand a quirky edge that people strive towards.
Noted for being a brand that delivers for the confidently stylish, & Other Stories (n.d) describe themselves as “bringing everything she can wear into one place”. Providing fashion, beauty and accessories for females with style escalating from feminine and chic to masculine and tailored, the brand is assertive when it comes to straying from trends and keeping timeless designs on the table. This is an obvious hit with the target audience as the brand has jumped from seven to twenty-three stores in just two years. Other successes are reflected in social media where AOS have a large follower base; Instagram in particular at over 215k followers.
This adoration by social media users is one linked to how the brand was originally inspired by the digital world including bloggers and this an element to be driven within the marketing campaign. Collaborations with the quirky yet cool including musician Lykke Li, Nike and Sadie Williams allow the brand to stand out from competitors including Zara and Reiss who target a similar audience and price point.
The promise to provide luxury on the high-street in both the brand style and product that is further driven by designs being in-house in ateliers in Stockholm and Paris, with quality and style being key. This creative nature is also one to be followed through all aspects of the brand, as AOS re-instate the idea frequently on social media, the website and even in-store where interior can mirror signs of elements being a “work in progress”. (see Store Proposal for more information).
TARGET AUDIENCE Influenced by the world of social media and blogging, AOS is aimed at those completely in touch with their personal style and are confident in reflecting this. Positioned towards these style-conscious females of all ages, AOS create various “fashion stories” which Behnaz Aram (Head of Design, Stockholm) describes as “Some days you want a romantic dress, the next day jeans and a T-shirt. You feel different and that’s what we’re trying to reflect. “ (The Independent, 2013). So, approaching females with a sense of fun and creativity, there is no particular style followed by the target audience other than similar interests in originality and keeping updated with the online world. The following consumer profiles present the lives of three different AOS consumers.
Aria Age: 21
Style: “Anything printed or interesting that matches my mood of the day” Starting her day at 9:00am browsing Instagram while sipping on green tea in bed, Aria brings on a positive mood by posting quotes like “live in the moment” to her 2,000 followers. She then gets up and snacks on some toast before seeing what her friends are doing in their 4-bed house share located close to the city. The rented house sits at the end of a local high-street near a lively bar and small park where the 22-year old goes running twice a week. Getting ready for the day, Aria decides to wear some bright lipstick to match her navy blue dress, and pairs with a bomber jacket, uploading a quick Instagram outfit snap before heading out. Catching up with friends over sushi before work, she makes her way to a 7 hour day as Visual Merchandiser in a popular quirky boutique. When on her bus-ride home, Aria catches up with her social media and looks through the pages of her celebrity style icons, before unwinding at home by reading articles from AnOther magazine, or draws sketches to practise skills learnt from the illustrations degree she graduated with 3 months ago.
Style: “I like to keep it minimal but chic”
Style: “Detail is key. The dress can be any colour or shape but it must look timeless and forever be in fashion.”
As her alarm clock rings at 6:30am, Lauren gets out of bed and leaves her one-bed apartment for a morning yoga class. Keen to stay fit and healthy, the 28-year old eats a bowl of muesli and prepares a green smoothie to take with her on the drive to work. Listening to Radio 1 on the commute in her Fiat 500, the events co-ordinater looks forward to a busy schedule of meeting with clients while planning her work trip to Barcelona – a part of the job she loves! Keen to work her way up, the career-driven woman hopes her work will take her around the world, and lives with a positive mindset. With a wardrobe complimentary of her professional lifestyle, Lauren ensures her Victoria Beckham inspired-style is always chic and easy to wear for both work and at home, often spending time on different bloggers sites for inspiration and ideas. To have a little fun after her long day, she meets up with friends to check out new-dining hotspots or attends gigs – leaving relaxation until the weekend where you might find her reading Vogue.co.uk on her ipad.
Working from the converted loft in her 4-bed family home, freelance writer Kelly starts her day at 7:00am with a strong black coffee as she catches up with emails and flicks through the morning papers and online news. The lifestyle writer will then dress into some black skinny jeans, a crisp white oversized shirt and put on her vintage Chanel bracelet before walking her 10-year old daughter to school and taking her Shar Pei puppy for a walk near the woods. Once home, she will spend the rest of the day completing work, writing on her blog or attending meetings and interviewing. Kelly also regularly contributes to media sites such as The Telegraph as a columnist - talking about the value of timeless fashion, or fabulous charity shop finds. Picking her daughter up from school at 3pm, Kelly makes dinner and ends her day with a glass of red wine, watching a movie with her daughter.
MARKET ANALYSIS A previous survey conducted (see appendix A) showed that 95% of respondents were drawn to brands who offer more than just fashion which is important to AOS which began development solely a beauty brand; an area that is still key in brand promotion. Recent report on brands teaching beauty (Mintel, 2015) looks into how beauty bloggers make such a statement in affecting consumer decisions, with 33% young women opting into the idea of having make-up lessons in store. Brands including Tesco and Harvey Nichols have spotted the trend as Tesco have announced a collaborations with popular beauty bloggers the London Beauty Queen and The Beauty Junkie. Similarly, Harvey Nichols Stated in Clothing Retailing report (Mintel,2015), are implementing a Beauty Concierge which is an H&M made net sales of SEK128,562 million for the appointment only guide through beauty. year ending 30th November 2013, with this figure increasing by 6.4% during the same period of the The report also analyses the high-technology following year. developments through YSL’s Google Glass beauty tutorials and Oral-B’s smart mirror. This consumer This is a growth which corresponds with the two intrigue into the digital world shows a shifting years AOS has been launched, providing a clear pattern which is becoming obvious in retail. This link between the current successes of the brand is seen in report investigating the digital influence as a contributing factor to the H&M sale increase. in-store in the UK (Deloitte, 2014), finding that this This ensures risk factors in relation to costings and new wave of technology is influencing 33% of insuccessfully projecting the idea is also at a low as store retail sales, which added up to £100 billion financial back-up from parenting brand H&M throughout 2014; a figure that is set to rise. This would eliminate any funding issues that arise along sudden surge in the digital retail needs is something the process – contingencies will also be made in the that comes across at perfect timing as it encapsulates budget. exactly what AOS is about, so is something to be considered within the campaign. However, these predictions lie on the basis of clothing which is not the only product AOS sell, so the reliability of other areas have been measured. Having suffered over the past few years, the retailing sector holds a huge yet competitive place within the UK market which has been recognised by Chris Akrimi (Mintel, 2015) as an area due to stabilise in the near future. With this considered, report into which retailing sectors will drive this year (Mintel, 2015) predicts that clothing will in fact outperform other areas as the estimated 4.1% growth on clothing expenditure is one most likely to increase. This prediction allows AOS to take this expansion project on board optimistically, knowing the outcome of the campaign is likely to pay off in sales.
COMPETITOR ANALYSIS Although AOS have introduced a contemporary concept unseen before on the high-street, there are a few key retailers with a product and price range which rival the brand’s upper end high-street appeal; Reiss, Zara and Whistles. Investigating any interfering threats that could come across from these competing brands while launching the campaign, the next two sections look at possible issues for AOS, along with advantages AOS has over competitors. (See appendix B for full competitor outline).
COMPETITOR STRENGTHS Sat upon the same pedestal, both Reiss and Whistles pride themselves in providing timeless, quality pieces for their audience by keeping things simple yet luxurious – which is something AOS must be aware of to maintain their own similar design goals. On the other hand, Zara’s intentions are providing mid-quality product, with the main aim to deliver the latest fashion trends at affordable prices. The advantage Zara does have comes with the brands quick turnaround in product, making it more exciting for consumers to look forward to the next collection. AOS must work with this by creating and maintaining a buzz throughout the campaign. Zara have a target audience of over 25s with Reiss aiming at those over 30 which is interesting as it’s been noticed that the two are actually appealing to a younger market as well as their target audience. This is an important point as they are now reaching a market very much in line with AOS, so the brand must establish itself well to bring in consumers who are heading to Reiss and Zara. In terms of promotion, Zara place very little advertising but have a strong social media presence with frequent consumer interaction online. Reiss and Whistles advertise on printed and digital media but social media patterns show posting messages is less frequent with possibly one post per day. As means of matching the standards and specific strengths for each main competitor, it is obvious that the marketing strategy must be tailored towards a huge audience with appropriate advertising placement as well as strong messages over social media and in the digital world – as this is where the focussed market refer to the most.
COMPETITOR WEAKNESS The initial weakness seen from all competitors is their product range. Although they are fashion products and accessories, AOS offer more in terms of beauty and jewellery as well as providing frequent exciting collaborations which almost come out of the blue and are sprung to the consumers. It is this that creates the further individuality for the brand, something that can be manipulated to overcome the luxurious quality of Reiss and Whistles, as well as Zara’s “designer cloned” products which all seem to be gaining consumer attention. The mid-high end pricing allows AOS to compete with the three rivalry brands as it combine prices from all ends, ensuring there is something for every woman whether they’re on a Zara or Reiss budget. This instantly opens up AOS to a larger market, allowing it to stay on the same levels as Zara and Reiss who seem to also be attracting more women outside their target demographic. In terms of AOS advertising there may need to be a few more printed elements similar to Whistles and Reiss, but AOS are ahead of the game in social media interaction and it is this that should be taken further with messages of the new launch, embracing the brand’s quality and individuality but also promoting the large price range and features that AOS have similarly to their competitors.
BRAND POSITIONING To find out exactly where the brand sits in the UK fashion retailing market, similar mid-high end retailers have been compared in terms of consumers, pricing and creativity in products. Establishing this placement is vital to find suitable grounds in Manchester to set the location, as well as determining how the AOS brand can be developed through the promotional marketing strategy. As mentioned already, AOS fashion items range from Zara prices to Reiss items, with the lowest prices seen from handwash at ÂŁ4 to a higher priced coat for ÂŁ170. Creativity in products is evident through the substantially large AOS range where there is something unique to suit all styles as well as additional products which prevent it from being just a fashion brand. The element of being designed in-house is all a luxurious quality.
P R I C E
MACRO ANALYSIS Before suggestions have been made into the expansion of AOS, a macro analysis has been devised to determine any risk factors, or positive elements which may affect the campaign. The following outlines the key consideration points (see appendix C for full PEST analysis). The 2015 general election is seen as the biggest game-changer in the foreseeable future with political restraints or issues in parliament possibly affecting the retail industry. Until then AOS are able to continue working to their London flagship guidelines over in Manchester, ensuring strict legislations acts such as the Health and Safety at Work etc Act 1974 and trading laws are abided. These laws are equally as important as pursuing brand values in high quality product and securing a good customer service at the Manchester store as over 76% of adult consumers only purchase if they agree with the brands’ ethics through either green and eco-friendly products or see the brand priding itself in being reliable and honourable (Mintel, 2014). The shift in use of social media and conscious buying into trustworthy brands means that something like a mislabelled price tag could be detrimental as a simple Tweet or Instagram post from an unsatisfied customer can cause uproar overnight. This growth in social media is closely linked to the lowering prices of modern technology which give more people access to these sites and apps. Being a “social media” inspired brand means that the correct use of these networks now have more potential to engage the target audience than it ever has, something that can drum up sales; a factor easier to do now unemployment rates are lower and the UK economy is at it’s strongest point since 2007.
MICRO ANALYSIS With research into external controlling factors complete, a SWOT analysis has been formed to see where AOS strengths lie in given situations, and what may cause threat to the brand’s expansion. (See full SWOT analysis in Appendix D) It is clear to see that the unique concept of AOS is one that fills an anticipated gap in the UK market, and with a successful London launch, expansion across the country looks hopeful for the brand. The strong industry collaborations and individuality of the brand is an exciting notion for the consumer, but one that many AOS lovers do not have access to by perhaps being unable to get to London. The high £6 delivery charge (almost double the delivery charges of competing retailers) is also something likely to be avoided by potential consumers who can only gain access to free delivery upon a £125 online expenditure. With strong financial backing available from H&M, the audience missing out on AOS may finally have access to the store. However, it isn’t just the audience that is aware of the brand which should be targeted as a research survey (see appendix A) showed that 55% of respondents from different regions of the UK had not heard of AOS but liked the idea of a brand that serves all; beauty, fashion and accessories. 35% of respondents also chose Manchester as their first and most ideal location for shopping, making for a positively large consumer base in the City. On the other hand, the danger of branching out from one UK store is that AOS competitors are already established in different areas of the country so immediately have the loyalty of the same target market AOS is trying to reach. To stand out from these competing threats, AOS must drive the in-store digital aesthetic to portray exactly who they are and why they are different. Making the store and brand more interactive for the consumer’s journey both online and in their visit to the store keeps this bridge between the competitors. Hopefully the new launch will lead in the same direction as the previous AOS opening, allowing the brand to pave the way and become further established within the UK, settling in other major retail destination cities such as Birmingham and Glasgow. This is something that could perhaps be carried out on a 5-year plan with the brand furthering the social media aspect and blogger association to reenforce brand values to help pursue this.
The project will take place over a year long period, with this document outlining exactly when particular marketing components will be planned and released. This 12 month period allows for the initial construction and design of the store which is to reflect the brand style as well as introducing the marketing elements over time, allowing an exciting build up to the launch while raising brand awareness.
As uncovered in the market analysis, an increase in females using image-based networks such as Instagram, along with the rise in technology users proves there is a high turn towards the digital sphere and this is an important element to be transmitted throughout the marketing campaign. This works hand-in-hand with the AOS being driven by social media and the creative blogging industry as itâ€™s perfect timing to expand upon online presence which will be done by using this as the predominant marketing area. #anewchapter will see further interaction and communication among social media networks as opposed to formal advertising, because this is the platform to which the target market pay extra attention. Use of social media will also include paid sponsoringâ€“ again encouraging use of this area in using a form of advertising that is more subtle. Apart from the focus on social media, the campaign does not dismiss the fact that competitors Reiss and Whistles are flourishing and they both place themselves in printed advertisement regularly as well as Zara being spotted in recommended sections in publications, proving there are steady relationships with journalists. With this in mind, there will be levelled interaction will press and other consumer influencers including celebrities and bloggers, with advertising holding a huge place on digital websites as well as printed publications that relate to the target audience, including a range of bi-annual, monthly and weekly prints. In order to keep the AOS image ingrained, there will be repeated advertisements in some printed publications.
CAMPAIGN THEME The story behind the “#anewchapter” campaign is captured within the name itself. Turning over to the next page, this campaign aims to support the scope for AOS to become well known and established in the UK. Sticking true to brand values in presenting a simplistic and fresh approach to fashion, the campaign coincides with promotion of the S/S 16 collection which fits in with the theme behind “a new chapter”. Setting a mood of new beginnings, this idea is reflected through visuals which are very pure, fresh, and crisp (fig 1). Compositions of light have also been looked at which are revealed through areas such as the store window display and public launch with all these elements almost creating a sense of awakening.
Using this theme to highlight the AOS journey into Manchester as well as communicating the brands personality, it will be extracted across all promotional activities from social media to advertising and even the launch events.
Fig.1 Collage of campaign visuals
To grasp the attention of the right people, various directions of above-the-line advertising will take place over the 12-month period. These different platforms will be coherent with one another, as well as other campaign elements such as the social media campaign and launch to capture brand values and encourage a focused UK establishment.
AIM To create an awareness for AOS by securing advertising placement in media tailored to the target audience.
Ensuring a coherent advertising campaign with similar visuals throughout.
Placing advertising on appropriate digital and printed media.
Creating repeat advertisement for both prior and post launch.
MOBILE ADVERTISING Mobile advertising has seen a sudden surge over the past few years with sponsored advertisement appearing over various networking sites. Still a fairly new concept, it appears that more brands are engaging with this marketing tool and with the decreasing price of technology, AOS would be able to take advantage of this trend as more people have access to social media using their phones and tablets to constantly check in on what is happening in the online world. Another advantage is that the growing form of advertising is quite subtle on social media networks. Integrating into the users’ timeline, people scroll down their page to see the sponsored page as they would with their friends or other brands they’re following. The following sites are popular with sponsoring and will be used for the campaign in the forthcoming year:
FACEBOOK: Facebook offer a service for business pages to “boost” posts. This allows AOS to specifically choose the more engaging posts to boost to the target audience. This boost then sends it out to the chosen demographic allowing it to be visible by a range of new people. The advantage to this is that AOS have full control over when to boost posts . Looking into a more recently developed hyper-local advertising by Facebook, Forbes (Kusek, 2014) believes it can in fact change the whole relationship between the retailer and consumers. Using geo-targeting to access those within selected areas, AOS are able to target the Manchester market specifically by sending out messages to those who are as close as one mile to the premises. This is perfect for ensuring this new audience is aware of the brand before the launch but also works in favour for AOS once the store has opened as a quick message can be communicated to those shopping within the area about a one-off discount or new collection, driving those within close proximity to the store. This will be tried and tested 3 months before and after the launch where AOS can look at any patterns with Facebook likes/interaction and sales.
TWITTER: Twitter works in a similar way as it picks upon engaging Tweets to promote to users’ who fit the target category for the campaign/brand. Unlike Facebook, Twitter does not provide the option of allowing brands to choose specific Tweets to promote, so this will be carefully monitored and tested starting from two promoted posts which can be stopped if unsuccessful.
INSTAGRAM: Not far behind from following suit, this is a concept new to Instagram and isn’t available to everybody as the network undergoes trial. Using the sponsored advertising on Instagram is most beneficial to AOS as it’s where most followers are, so this will be kept track of over the year to see if the situation changes. An allowance will be kept in contigencies for possible movement in this area.
manchester evening news.co.uk
Circulation: (80,000 - Frequency: Daily)
Monthly Page Impressions: 58,494,787
Contact: Kristen Lazaric (Advertising Account Director) email@example.com
Rates -Banner: £10 CPM
As AOS reinforce status in the digital world, online placement is an important factor of the advertising strategy to push this with digital trends report (Mintel,2014) showing that 87% of internet users have noticed this method of advertising, with at least 47% clicking onto the ad to be directed to the website.
Rates: Details upon request
Contact: Neenagh Campbell (Field Sales Executive) firstname.lastname@example.org
Although these advertisements will be kept coherent to others to provide brand consistency, they may need to have a more straightforward approach which catches attention to the 47% that click through to the site. A simple image with a bold tag-line is most ideal for websites as they are usually made up of various ads and features which is why this simple head-on approach needs to be in place.
AOS advertisements will be placed on media sites sharing the same demographic in order to reach the market but will tailor ads specifically for the sites . For example, placement on the Manchester Evening news is news-based on the fact that there is an opening in Manchester, with an advertisement on fashion-focussed site Vogue.co.uk prevailing information about the consumer competition as it attracts those with high fashion interests (fig.2) Digital advertisements will be placed in the following:
Target audience: female, 18-44 years old
Target Audience: female, 18-44 years old
Page Impressions: 7,400,000
Unique Browsers/users: 2,598,596
Rates- Skyscraper: £18 CPM
Rates- Leaderboard: £19 CPM
Contact: Bandi Manzini (retail manager) email@example.com
Contact: Agatha Holden-Parker (Digital Advertising Operations Manager) firstname.lastname@example.org
Target Audience: male and female, 18-35 years old Page Impressions: 600,000 Rates -Leaderboard: £18 CPM Contact: Lee Taylor(Publisher) email@example.com
#anewchapter WHAT’S YOUR STORY? ENTER NOW
Fig.2 Example advertisement on Vogue.co.uk
PRINT ADVERTISING Printed advertisements will be seen in magazines and newspaper supplements suited to the target audience. A printed route of advertising has been chosen because although digital platforms give instant impact, magazines and supplements are a little more prestigious with readers often holding onto them, or passing them on to somebody else to look at; this high circulation and readership is what gives the advertisement further reach. In regard to page placement, AOS aim to secure right-hand pages of magazines and newspapers as the reader’s eye is naturally drawn to this page, ensuring visibility for the brand. When possible, AOS will aim to book a doublepage advertisement as this allows the brand to have the full attention of the reader without any conflicting brands on the opposing page which may counteract the advertisement. Design of the advertisements will be quite simple and true to the fresh feel of the campaign, with the message “#anewchapter” throughout. Additionally, some of the advertisements will encourage this sense of something new arising and an awakening within the use of sequenced images. (See appendix E for exemplar advertising layouts) With most advertising drilling into the brand and exciting readers for the new Manchester launch, post-launch placements will also be discussed at a later date to continue store promotions. With this idea, negotiations will take place with costs as the guarantee of a repeated advertisement or another placement should secure pages at a decreased cost. The following are suggestions for possible advertisement placement;
Frequency: Bi-annual Target audience: Designers, artists and anyone with an interest in fashion. Average circulation: 100,000 Rates: whole colour page £10,500 Contact: Katie Grand (editor in chief) E: firstname.lastname@example.org, T: 020 7152 3222)
Frequency: Bi-annual Target audience: modern, fashion conscious, 22-24 year old men and women, internationally. Average circulation: 131,498 Rates: colour page £20,610 Contact: Emma Sutton (marketing director) E: email@example.com T: 020 7549 6808
Frequency: monthlies Target audience: 60% female 72% aged 25-40 Average circulation: 25,000 Rates: colour page £3000.00 Contact: Abby Witherick (advertising manager) E: firstname.lastname@example.org
Frequency: weekly Target audience: Affluent residents Greater Manchester and Cheshire Average circulation: 20.000 Rates: colour page inside back cover £1,945 outside back cover £2,500 Contact: Louise Adkin (Sales and marketing) T: 07890 268167 l E:email@example.com
Dazed + Confused Frequency: Every two months Target audience: Stylish, innovators, media literate opinion formers. They know about styles, brands and products and look to D & C as a credible and reliable source of information Average circulation: 99.000 Rates: colour page £6.902.00 / Inside back cover £8.083.00 Contact: Heather Jemetta (Account manager) T: 020 7549 6822 E:firstname.lastname@example.org
Instyle Frequency: monthly Target audience: ABC1, women 25-40. Style-conscious, affluent women who love to shop Average circulation: 151,584 Rates: colour page £17,150 Contact: Paul Addison (production manager) T: 020 3148 5454 P E:Paul.email@example.com
Stella Frequency: Every Sunday Target audience: 25-45 year old women. Typical readers of women’s monthlies. Average circulation: 595.029 Rates: colour page £18.300.00 Contact: Dave King (Executive director) T: 020 7931 2000 E: firstname.lastname@example.org
You - the mail on Sunday Frequency: weekly Average circulation: 2,189,432 Rates: colour page 28,500,00 Contact: Julian Evans (Advertising manager) T: 020 3615 0346 E: Julian.email@example.com
Manchester evening news Grazia Frequency: Every Tuesday Target audience: 25-45 year old women. Typical readers of women’s monthlies Average circulation: 155.289 Rates: full-page colour page £12,420 Contact: Vicki Clubley (Associate media director ) T:020 7295 8590 E: firstname.lastname@example.org
Frequency: Daily Average circulation: 100,000 Rates: colour page £7.996.80 Contact: Barry Mathew (head of advertising production) T: 0121 234 5034 E: email@example.com
As established, the social media campaign takes presidency in the marketing strategy with it being in the main interest of the target audience. Social media for AOS is one that has attracted obvious attention and interaction from people all around the world, which can be seen when going through the different sites.
SOCIAL MEDIA CAMPAIGN
AIM To further encourage interaction, knowledge and excitement towards AOS.
To gain an overall 30% more followers over all social media platforms.
To entice consumers and followers with competition announcements.
3/ Sending out informal messages about the launch with behind-the-scenes pictures to excite followers.
INSTAGRAM CURRENT SITUATION
- 308,100k Followers
-On average there is one post per day
- Increase posts to 3 per day (one at
(no visible pattern for time)
8am when people are likely to check
-Average likes: 4,000 per post
phones before work, one at lunchtime
-Use of hashtags: 1-2 per post
breaks and another set for 8pm). - Average likes: 7,000 per post - Use of hashtags 7-8 per post Fig. 3 Behind-the-scenes Instagram example
Serving a different purpose to the likes of Facebook and Twitter, Instagram focuses entirely upon visual images as communication. Currently at a high 237k followers, this figure experiences frequent growth with the aim of gaining another 30% by the end of the campaign (this may change accordingly). The AOS account currently posts imagery that looks at all areas of the brand including recent products, inspiration boards and behind-the-scenes at atelier’s and shoots.
PRE-LAUNCH CONTENT This type of communication is perfect for keeping followers and fans of AOS “in the know” and involved with the brand, strongly presenting the brand’s values too. Similar messages will be portrayed over time with more focus on the Manchester launch, aiming to exhibit the Manchester surroundings and involve followers with the launch process. For example, a post on the beauty tables may be sent out with the question “we can’t wait to dress up at our new beauty tables, what do you think?” This messages forces interaction and response from followers, making them feel as part of the process and enabling a voice of opinion. (See fig.3 and fig.4 for examples).
6 DAYS TO GO #anewchapter Fig. 4 Countdown to launch Instagram example
INSTAGRAM COMPETITION: Mar-May 2016 Covering the objective of attracting new followers towards the brand, an Instagram-based competition will be launched two months before the launch. Although the campaign runs over 12 months, a 2-month competition ensures that there is constant buzz closer towards the AOS launch. The competition involves followers writing their own personal “story” that relates to the theme of the campaigns presenting new beginnings, positive vibes and awakenings. This can be interpreted however the entree wishes by creating a story in just 50 words, posting a picture to match this story upon Instagram while tagging AOS and “#anewchapter”. The idea behind these mini stories is to allow followers to use their creativity and individuality to express their personal style in a way they want to. Choosing 5 winners will be employees at the new AOS store (see store proposal) who will also receive the following prize: - - -
£200 gift voucher to spend at AOS Personal styling/beauty session (at launch night) Invite with +1 to the launch night (including overnight stay in 4* Manchester hotel)
The winners will be announced over Instagram on 01/05/16 – leaving enough time to sort arrangements for the launch night. This type of competition has been chosen over a standardised “like and share” because although those competitions reach out to more Instagram users, this competition requires some thought and attracts entrants who actually invest into the brand as opposed to those who want a “freebie”. Number of followers will also be taken into account when announcing the winner as somebody with a higher follower base such as an upcoming blogger ensures their post is seen by many people as well as highlighting AOS as a company inspired by, and supporting this industry.
POST-LAUNCH CONTENT Similar messages will be posted after the launch, but there will be a higher focus upon bringing the Manchester store to life via social media. Both the London and Manchester store will have access to the Instagram page and begin posting daily images such as employee outfit posts which relate to popular Instagram hashtags such as #OOTD (outfit of the day) and #WIWT (what I wore today). This will take place within competitions which also give the employees incentive to promote the brand online (see store proposal for more details).
FACEBOOK CURRENT SITUATION
- 175,193 Likes
- 227,751 Likes
- Average posts: 1 per day (usually
- Average posts: 3 per day (similar to
morning and afternoon).
- Average likes per post: 200
- Average likes per post: 350
Facebook is quite similar to Instagram posting in terms of being heavily image-based. A lack of posting is something set to change as 3-4 posts per day make it very likely that followers will see messages from AOS while scrolling through their homepage – something unlikely with just one post per day. Content will be kept fairly similar, but instead of just posting an image and asking the follower a small question, the Facebook design allows more written content so the social media site will be used as a more informative base. The cover-page for Facebook is static and rarely changes, so will be frequently updated and seen as a countdown to the launch (fig.5), starting from January 16. There will be one header to announce the launch, another for 1 month to launch, 1 week to launch and actual opening day. With unlimited characters, the Facebook will also frequently link posts to the website as to constantly refer the follower to purchase.
One week to go... #anewchapter
Fig. 5 Countdown to launch on Facebook
TWITTER CURRENT SITUATION
- 18,736 followers
- 24,356 followers
- Average tweets: 5 per day
- Average tweets: 10 per day
- Content: High interaction, tweets
- Content: Keep with high interaction,
about the brands collections and
tweet about collection, link to site, and
referral to website.
general tweets on thoughts, inspiration
posts and positive messages.
2 Twitter appears quite different from both Facebook and Instagram, with low use of imagery and high interaction – especially with delivery complaints. As complaints might worry potential consumers, AOS will double the number of tweets each day and use the site as a place to trail AOS thoughts. This is to take place in inspiration and positive messages (seen to be favoured by females) to balance complaints and communicate the brands personality which doesn’t have to be all about selling the product. The 140-character nature of Twitter means it is easier to list a little thoughts or share a small quote, and with a larger number of tweets – followers are likely to come across it as those who follow lots of people on Twitter are likely to scroll past without paying attention; tweets must be easy on the eye and interesting. (See examples on opposite page). The site will also be used to promote the new launch, sending live updates on the launch night to keep followers involved and feel part of the brand.
TUMBLR + PINTEREST Used as more of an “inspiration base” capturing key moments behind the brand, both sites will monitor the launch and behind-the-scenes such as a glimpse into store plans and staff having fun while setting up. These allow the more creative fans of AOS to follow the journey in more detail. Both social networking sites will be used purely for imagery – telling the story solely through visuals (fig.6).
Fig.6 Example of the Manchester store development of Pinterest
CAMPAIGN GOALS - Gain 5,000 subscribers to Snapchat - Aim to complete 1 video clip, 2 image snaps per day - Document all launching activities with the App
Currently there is no Snapchat account for AOS. Becoming a very popular form of promotion and communication, the app allows you to document movements within pictures and video clips which are sent to friends for a limited time. This idea of capturing moments and making “snapchat stories” is very on-brand and ideal for keeping followers updated with the on-goings behind AOS. The main use for this is for the launch event. Seen in similar stories by festivals such as Coachella, the launch night would be documented via Snapchat as a phone will be passed around to guests allowing them to take picture and mini-video clips in under ten seconds (fig.7). This will all be added to the AOS Snapchat story and subscribers can see everything that’s happening at the launch on-the-go, making them feel as though they are exclusively there.
Fig.7 Example of a Snapchat post at the launch event
PR ACTIVITIES PR activities involve the circulation of AOS within the media. This will be achieved through securing the right connections with journalists, bloggers/ vloggers, stylists and celebrities.
Press information will send out brand messages with the aim of appealing directly to the media, with various press releases to be sent out prior to the launch event and consumer competition. Each release will give the journalist knowledge of the launch with enough time to enquire about information before hopefully releasing details in coverage for AOS. Releases will be distributed via email allowing a large send-out to all desired press, and this also means they can be re-sent to those who do not reply within a week. The reason for this is because many journalists including a handful of those in the press list will not accept printed lookbooks or press packs and they will be ignored. (See press list in appendix F). The following lists pre-launch press releases to be sent out: 1/ Background information on the brand (OCT/15): Having been established for just two years, some media may not know much of AOS, so this will be an introduction to brand and what it is all about with a focus on the styles, values and past collaborations which should add some excitement about itsâ€™ current success. 2/ Information on the new launch (OCT/15): This is all about informing them of the new launch in Manchester, where it is and when it will be open. There will also be an opportunity for them to beging contacts for journalists who may want to attend the event. 3/ Information about the competition for consumers (FEB/16) : This will include all details for the Instagram competition. 4/ Further launch information (MAR/16): A further look into the launch as time gets closer this reveals the exact location along with a sneak peek into the store. It also entails details for events happening on the launching weekend. 5/ Public launch (APR/16): Details about the event being held for Manchester. (Please see detailed Press Information separately)
Post-launch This press release entails the details from the launch event, covering key events and images from the most covetable guests. (see event proposal)
BLOGGER INITIATIVE With aimed appeal towards the blogging and social media sector, demonstrating this to consumers is very important and current success lies on the Instagram account. When searching “andotherstories” on this network, there are currently 34,488 posts with this hashtag by Instagram users. When looking into these tags, the users tend to be fashion or beauty bloggers who may have tried and tested products, or featured their recent purchases. With this, the blogger intitative is to further connections with bloggers - especially those based within close proximity to Manchester in order to further the AOS establishment within the area. Selected bloggers/vloggers in both fashion and beauty will be sent appropriate product to match their style. Press information highlighting further information about the brand and the launch will also be sent out similarly to media journalists, as bloggers now attain a trust from consumers that is equal to effect of what they see in magazines.
EXPECTED OUTCOME with products being tailored to and sent to bloggers, they are likely to feature their gifts across their social media and blogs. Product will be displayed with popular hashtags such as #OOTD (outfit of the day) and #MOTD (make up of the day). Information about the new launch, further background into the brand and the consumer competition means that they might mention these components in their posts - very beneficial from vloggers who perform YouTube videos and can talk about the brand in more depth. With these products featured from bloggers, AOS is instantly opened up to all of their followers too who may be more likely to enter the competition knowing their favourite blogger is a fan and gives AOS their stamp of approval. The following page shows 2 blogger profiles with examples of which products would likely be sent to them.
“IN THE FROW”
“HANNNAH LOUISE F”
SOCIAL MEDIA PRESENCE: YouTube, Blog, Instagram, Twitter, Facebook and Pinterest
SOCIAL MEDIA PRESENCE: Blog, Instagram, Twitter, Facebook, Lookbook,Tumblr and Pinterest
FOCUS FOR AOS: Victoria has a large YouTube visibility with over 245,000 subscribers and popular “beauty haul” and “get the look” videos. Due to this, AOS will focus on the bloggers beauty aspects when sending product.
FOCUS FOR AOS: Hannah’s main social media popularity lies on Instagram as the blogger has 40,000 followers and regularly posts every day. As someone with quirky style, the blogger plays with the position of accessories to make a fun Instagram image, so accessories will be the main focus when sending out product to her.
PRIOR LAUNCH The blogger will be sent the pre-launch press kit along with the Dayflower Pink Eye Shadow and Maze Geranium Lip Colour as she likes to play with colour and these would compliment her style. POST-LAUNCH A press-release will be sent to remind the blogger that the store is now open, along with the Lemon Daydream Body Mist and Cashmere Day Creme which both keep the skin fresh and hydrated for Spring/Summer.
PRIOR LAUNCH The blogger will also be sent the pre-launch press kit with a graphic phone case, cuffed bangle and an assorted ring set which can be spotted in her frequent “new nails” posts. POST-LAUNCH Again, a press-release will be sent to remind the blogger that the store is now open, along with a straw fedora hat and round-frame sunglasses for Spring/Summer.
CELEBRITY ASSOCIATION In addition to bloggers, celebrities have a huge influence on consumers which is why AOS will also communicate to celebrities. With the mediaâ€™s keen interest in what celebrities wear and who they are wearing it is the perfect opportunity for AOS to send product and use celebrities as human mannequins who have a similar likeness to the brand and portray it in the correct sense. Celebrities wearing these products are likely to be captured by the media and published either online or in magazines in features such as â€œsteal the lookâ€?. A growing number of celebrities also turn to social media such as Instagram to keep their fans updated and locked into their lives - another way for AOS fashion to be seen by fans of the celebrities who want to look like and dress the same way as their icons. Similarly to the blogger approach, AOS will source an assortment of relevant celebrities, choosing key pieces to send to personal stylists. The following page shows examples of some celebrities who would be approached.
THE STRATEGY In order to ensure the best results come from this, most product send-out will be made prior-launch to celebrities. This allows followers and fans to see what they are wearing which may lead them to the site, which is then that they realise there is a new store opening soon in Manchester.
Rosie Huntington- Whiteley
#anewchapter GO BEHIND THE SCENES AND FIND OUT MORE ABOUT THE CAMPAIGN AND OUR MANCHESTER JOURNEY
The “Tumblr” style website is one that works great for AOS in representing their “social media” influenced ethos, and a similar format will be continued through the following year. Although the website is currently used frequently to promote new launch and collections, this will be altered for the Manchester launch. Again, breaking down the barrier between site visitors and the brand there will be regular clips on the homepage keeping visitors to the site up-to-date with the movement of the new launch. This adds to the excitement factor and keeps it alive over all communication platforms. There will also be a serial of banners prior to the launch to celebrate this over three different times (fig.8).
The newsletter system is one that people opt into over the AOS website to keep informed on updates and new collections or news from AOS. Emailed newsletters are used by most brands and are great in sending messaged directly to the target market.
-3 months to go: A banner which reveals the exact location of the new store. -1 month to go: A sneak peek into the new store layout and feature. -2 days to go: This is before the public launch and will feature images of the press launch night.
However, the campaign considers factors such as how many emails people receive per day and how likely they are to end up in a “junk” folder. Emails must be worded in a manner that does not sound as though it could be spam - something to be looked at when promoting offers. In order to be interesting and receive a high click rate, a catchy email subject must be used with picture-based emails and a small word count.
#anewchapter COMING SOON // NEW CATHEDRAL STREET MANCHESTER
Fig.8 Website example
A number of newsletters will be sent out through the year to promote various things such as the new store, consumer competition and S/S 16 collection. These will be done in a form that again takes the recipient behind the scenes so might show the decorating process or the store or shoot for the new collection (fig.9). This allows recipients to feel a sense of exclusivity and purpose to their newsletters subscription.
We’re nearly there... WITH JUST SIX WEEKS TO GO UNTIL OUR NEW STORE OPENING, WE THOUGHT WE’D GIVE OUR SPECIAL SUBSCRIBERS AN EXCLUSIVE LOOK INTO THE MANCHESTER BRANCH. SO HERE IT IS - OUR BEAUTY DEPARTMENT WHICH IS ALMOST READY FOR YOU TO USE! TELL US WHAT YOU THINK....
Fig.9 Email newsletter example
Another way to connect to consumers and those who are unaware of AOS is through a printed newsletter. On par with other brands, AOS will introduce their own publication which is set to release over the Manchester launch.
chapter 1 4
Chapter 1 will take inspiration and focus upon various things rather than just promoting AOS products. Featuring stories on musicians, arts, beauty routines and interviews it will reflect a mini-magazine that is enjoyable to read. Chapter 1 will be available in both the Manchester and London stores - into bags with purchases along with being placed near the door. There will also be a feature online for people to subscribe to the publication which will be produced every season (Fig.10 for design mock-up). SUGGESTED CONTENT: CHAPTER 1
-Editor’s letter -Feature on new products to watch out for. -S/S 2016 campaign - behind the scenes of the shoot and inspiration behind the theme. -Winners of the “Instagram” competition with their stories published. -Skincare/beauty routine feature from Lisa Eldridge. -Interview/ feature on Liz West (artist for store window installation - see store proposal). -Blogger inspiration / feature bloggers who have been wearing the brand. -Suggested “download” chart inspired by brand-like musicians. -Special feature: Where to go in Manchester as something to celebrate the launch in the city. -Print of a positive short story/poem towards the end. -Gift voucher (£25 to spend in Manchester AOS)
What’s inside /
#anewchapter GO BEHIND THE SCENES AND FIND OUT MORE ABOUT THE CAMPAIGN AND OUR MANCHESTER JOURNEY
Fig. 10 Mock-up design of Chapter 1
THE START OF SOMETHING NEW:
Take it back to the beginning and find out how we set up the Manchester Store
STEP INTO THE SUN:
Get Summer-ready with our list of must-haves
IN THE CITY:
To celebrate our launch into Manchester, we take you on a tour to the city’s hotspots including the best bars and music hideouts
WHO WORE WHAT:
Insta-stalk your favourite bloggers
Mancunian artist talks about inspiration and work on our window display
BUDGET An estimated budget has been accounted for the marketing strategy and overall project. The estimates may change as the project goes underway as negotiations are to be made with publications regarding advertising placement as well as price and decisions in areas such as certain store features which must be approved by AOS and Manchester council before planning begins.
MARKETING STRATEGY MARKETING TOOL
EST. COSTS (£)
EST. COSTS (£)
PR activities and social media
Store design/ planning
Campaign theme and visuals
Campaign visuals Contingencies
£ 3,036, 506
JUN - 15
-Project begins after approval for store and marketing strategy.
JUL - 15
-Campaign visuals and theme to be executed - these include the shoot and ideas to implement into the store such as the window display.
AUG - 15
-Advertising to be organised with discussions with publications and online media for advertising placement. Negotiations and dates to be set.
SEPT - 15
-First round of advertisements to be submitted to publications with two months to allow enough time to receive desired placement for the advertisement.
OCT - 15
-First set of press releases to be sent out. This includes the background to AOS along with the new store announcement. (Both releases will be sent out together).
NOV - 15
- First set of advertisements to be printed. - AOS will announce the launch across all social media platforms and the website with integrated feature on the homepage.
DEC - 15
JAN - 16
- Digital ads will be released to announce the new opening (x2). - Sponsored post on Facebook and Twitter will launch (x 2 posts on each platform). - Product send out to bloggers - only half of the selected bloggers. - Product send out to half the selected celebrities.
-Second round of digital advertisements (repeated ads). - Sponsored posts will increase to 3x each on Facebook and Twitter. - Chase results from bloggers and celebrities to ensure they have worn them or posted about them.
FEB - 16
- Press release to be sent to promote the consumer competition - Sponsored posts will be raised to 4x posts each on Facebook and Twitter. - Second round of product to be sent to bloggers. - Next round of product to be sent to celebrities.
MAR - 16
- Consumer competition will be announced upon Instagram. - Press release to be sent out with further details about the launch. - Sponsored posts x4 on both Facebook and Twitter. - Second round of printed advertisements
APR - 16
- Release for the public launch to be sent to press. - Sponsored posts x5 on both Facebook and Twitter. - Digital advertisements
MAY - 16
- Announce winners of the competition - Use geo-mobile advertising to target shoppers in Manchester to the public launch events and visit the store. - Post-launch release with launch night details to be sent to press.
MONITORING + CONTINGENCIES With a marketing campaign that is strategised through various platforms it’s important to consider how they will be monitored over the year to ensure the elements are carried out effectively and within schedule to achieve the proposed aims and objectives There must also be a plan implemented with contingencies should these elements work out differently to what is anticipated. As social media is a large part of the campaign, the cohesive movement of this is very important. The activity will be followed on a weekly basis to allow a very close eye over followers and interaction. The running “#anewchapter” hashtag will also be monitored across all social media as although this gives the campaign a name for people to reckon with, it is also a good form of measuring campaign messages as you can see the levels of interaction by searching the hashtag itself - with an aimed 1000 tags across all social media. This will be measured by viewing which messages receive the most reaction from people and how follower levels increase. If some messages styles prove popular to others, these will be further integrated into the campaign. Another element predicted to create high levels of activity within social media is the consumer competition taking place over Instagram which is AOS’ thriving social media channel. With an expected minimum of 300 entries, this will be measured over the first 3 weeks of the competition launch. If this target does not look within reach the competition will be opened upon all social media channels including Facebook and Twitter. As there are different routes of advertising, they will each be measured individually. Digital advertisements have a click through format which goes through to the website. In order to test the success of these, site traffic will be looked into upon the first week of the advertisements being live. If the site traffic has increased significantly, all advertisements will be repeated or another will be created and scheduled. If the site traffic is seen as static without many differences, AOS will refine advertising placement and keep them live purely on the sites that receive most circulation and traffic.
Mobile advertising will also be compared in a similar way to the social media monitoring. Page followers and interaction will be closely looked into as soon as these are sent out - and with sites such as Facebook, AOS will identify the followers to check they’re meeting the target audience requirements Facebook aims to target with this sponsorship. If the increase of followers appear to be largely outside of the target market, AOS may re-consider sponsorship. The slowly increasing schedule also ensures direction in this area is taken cautiously by only beginning with 2 sponsored ads on both Twitter and Facebook to allow close monitoring before committing to more. Differently, printed advertisements are a little harder to test, and this is why the schedule has split it up with the main use of monthlies in the first half of the campaign to stronger focus on the weeklies later on - as monthly magazines have a long-lasting effect which is ideal for a long campaign, with weeklies giving that extra boost and high reach as the campaign draws to a close and the launch is near. Repeated advertisements will be ready but put on hold until the first round are out and given chance for effect. Again, site traffic and social media follower numbers will be looked into upon publication release to see how they effect the brands recognition in public. PR aspects involving press interaction will be tracked through the coverage both online and in print. Upon sending first round of press releases, AOS will monitor exactly which press respond and which do not. Keeping communication with those who do, AOS aim to achieve coverage in at least 40 areas over the whole campaign. However, to maximise potential press releases will be altered and possibly sent in a different format to those who did not reply the first time, whether this is re-wording a release or sending it as a letter instead. In terms of product placement with celebrities and bloggers, the schedule shows this send out will take place over two different periods. Again, this ensures that the coverage does not just happen in one go and keeps the buzz over AOS ongoing. This also gives opportunity for AOS to look into the results from the first round of interaction by looking into blog views and sales of certain pieces that were featured. If these gifted products have proved positive for particular bloggers/vloggers or celebrities, reserved money can be used for another send-out to these people as this creates a relationship with the brand.
To conclude, the strategic marketing plan shows exactly what components are to be used and how tools will be developed over a year-long aim to establish & Other Stories within the UK by inducing growth and improving visual presence. With objectives to achieve this by increasing social media presence, creating connections with celebrities and bloggers, to advertising placement and press communication; all bases have been recognised to maximise achieving the overall aim. The “#anewchapter” visuals have been carefully chosen to present the brand in true form while symbolising this launch as it shows ideas of new beginnings with a fresh look that encapsulates the idea behind this establishment and branch out in the UK. As a fairly new brand there is a blank canvas when it comes to implementing ideas to market AOS through the mentioned platforms as the plan drives the idea of AOS being a “social media” inspired concept bringing this forward as the main consideration throughout. Integrating this through exploring all areas of social media, the campaign has evidently placed heavy focus upon Instagram. The network is most popular with bloggers/vloggers and has become the secondary site to their actual blogs/channels in promoting products, their fashion and other features to their followers. With the site being the place where AOS recieve most interaction, a consumer competition with running “#anewchapter” hashtag takes presidence, attracting followers who will invest in the brand and have a genuine interest. This has allowed the brand to keep a thorough identity running as well as taking advantage of their strengths which lie on Instagram. With the AOS target market holding high interests with bloggers and being up-dated with celebrities, PR activities have been formulated to grasp this effectively. By sending out relevant press information to media that is read by the AOS consumer as well as sending product to bloggers and celebrities who share the AOS style and have similar qualities to the brands’ personality, it works in both appealing to the target audience and establishing characteristics and values of the brand through a route that is trusted by consumers. Advertising tactics with printed and mobile works to target the exact audience as the comprehensive schedule into this ensures that the right messages and right forms of advertisements are being used during the launch lead up, with elements such as mobile advertising that are fairly new but look extremely promising when referring to research as there is a higher use of social media with women and lowered technology prices for the consumer market. Overall, a number of carefully selected promotional techniques means AOS are likely to achieve a real presence within the UK with a campaign made up of different channels which all compliment one another and build excitement for the new launch while identifying key brand values and extracting these within all messages sent out. Following this marketing strategy there are further details seen within a store proposal which outlines promotions within store by creating a new design and implementing further social media elements. As well as this there is a launch event which has been created to bring the whole campaign together and draw it to a close.
REFERENCES + BIBLIOGRAPHY
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CREDITS Credit to Sophie Abbott - photographer of all campaign-related imagery and visuals.
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APPENDIX A: RESEARCH SURVEY
APPENDIX B: COMPETITOR ANALYSIS POSITIONING
Premium high-street brand Aimed at 30+ women with a smart dress sense. (Range for men too).
• • • • •
Best-selling premium brand on Asos. Often worn by style icon The Duchess of Cambridge Delivery to over 50 countries worldwide International deliveries are free Participation in London Fashion Week
No frequent posting messages on social media sites (roughly 1 per day). Small product range
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Place on all major social media sites. Strong in email marketing Regular print and digital advertising
• • •
Mid-end high street brand. Predominantly aimed at a trend-conscious over 25s market. Aims are to provide mid-quality at affordable pricing.
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Strong e-commerce with availability to 27 countries. Shortened supply-chain with 2 ½ months turnaround which keeps consumers interested Providing fashion-forward trends at affordable prices. Growth in popularity as younger people now engage in regular purchases.
Lack of high-end industry collaborations Seen by people to lack originality in copying high-end designers.
• • •
Low-key in traditional advertising Integrated on all social media platforms High presence online from bloggers wearing Zara and promoting brand.
Mid-upper end high street brand. Aimed at an older market 30+.
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Signed up to promising new scheme “Wilderooms” which allows consumers to “try-before-you-buy”. Luxurious shop environment, some stores present a variety of digital aspects. Personal shopping appointments available
Price seen as expensive for high-street No refund policy
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Presence on various social media platforms but posting messaged to followers is not very regular. Frequent advertising especially in printed media. Regular email newsleters to subscribers online.
APPENDIX C: PEST ANALYSIS Political -General election 2015 to consider any changes in government positions and legislation alterations.
Economic -UK economy strengthened through 2014 (growth by 2.65) the quickest it has done since 2007, leaving further hope for the future.
-Disability Discrimination Act. 1995 means retail spaces must -Unemployment rate lowered to 5.7% (end of 2014), with the Bank accommodate for wheelchairs. of England expecting growth of wage rates to 3.5% over 2015. This means there is likely to be higher expenditure elsewhere. -The Health and Safety at Work etc Act 1974 to ensure the work environment is secure and appropriate training has been given to employees. -Weekday trading legislations capped at 12 hours, with Sundays at 6 hours.
Social -In the Green Consumer Report (Mintel, 2014), over 3,000 (76%) adults have concerns with ethics and regard brand reputation before purchase. This reputation can easily be tarnished through the growing use of social media in situations such as misleading discounts and bad customer service. -31% of women spend on good quality clothing, with younger women under 24’s most likely to do so. This can be encouraged by outlining exactly where and how products are made.
Technological -Digital Trends report shows consumers are just as likely to own a tablet as they are a desktop PC, with household ownership expected to be 55% (Mintel, 2014). This presents that idea that people are much more likely to be interactive on-the-go. -2015 launch of the Apple watch which functions and syncs with smartphones. It was expected that 11% of consumers were interested in buying this, although this is mainly younger people aged 16-24 who see a watch as a fashion accessory.
-Decline of technology prices allowing mobile shopping and -Clothing Retailing reports (Mintel, 2014) advertising spend on mobile social media to be more accessible by an audience that fashion by the UK’s leading clothing retailers increased 10% in isn’t affluent. This gives more access to promotions and offers via 2013, to almost £120 million. different apps for savvy shoppers. -Women favour the use of image-heavy social media such as Instagram, Facebook and Pinterest more than males. Digital trends report shows women are less likely to interact over digital ads than men – appealing more to images on social media that are simple with an easily shared emotional message (Mintel, 2014).
APPENDIX D: SWOT ANALYSIS
APPENDIX E: EXAMPLE PRINTED ADVERTISEMENTS
& Other Stories (AOS) is a vast growing brand having expanded from 7-23 stores in just two years.
Although the brand aims to communicate its’ “social media” influence and digital inspiration, there is little evidence of this in-store. Digital aesthetics need to be implemented to keep up with competitors and present the brand in its’ truest form.
Highly original concept opening up about a new wave of the digital world which is long awaited on the high-street. Strong connections in the industry through collaborations with people such as Lena Durham, Nike and Claire Vivier. 236,000 followers on social media network Instagram. A carefully designed website which mimics the Tumblr format – again, appealing to the “social media” lover. Financial backing from Swedish giant H&M which allows the brand the opportunity to expand even further.
In a survey conducted (See appendix xx), 55% of participants from different regions of the UK had not heard of AOS. There is need to further the brand’s visual presence.
#anewchapter COMING TO MANCHESTER
Online orders require a £6 delivery charge, considered fairly expensive compared to competitors who charge under £4. The store format of mix-and-match items may be a little too daring for consumers who need a little help with distinguishing their personal style.
1/ Double-page placement examples
Range of prices to attract a large audience. OPPORTUNITIES
Growth across different countries illustrates the current success of AOS. A new launch in Manchester give way for the brand to break out further in the UK. Following stores could be based in Birmingham, Glasgow and Leeds over a 5 year plan.
Competitive market with other brands having settled in more areas of the UK, so are therefore known by a larger portion of the target market.
Further online presence over social media accounts and implement new forms to interact with followers via these channels. Become further involved with British bloggers/Vloggers to possibly begin collaborations. Although not a main focus at the moment, success could lead to forming a men’s line with specialised male fashion and skincare – something rare of a high-street clothing brand which may only create a cologne.
Manchester market may not adjust to the new store well if they have never heard of it before. Change in Government party may cause change in legislation which affects consumers. Clothing retail expenditure may not be a high priority for the target audience with cash flow problems.
#anewchapter COMING TO MANCHESTER
APPENDIX F: PRESS LIST NAME
ROLE Fashion editor @ Viva
Sub editor/research @ Manchester Gossip
Fashion director @ Flux
What's on editor @ Manchester Evening News Feature editor @ Manchester Evening News
Senior Femail Fashion Finder Journalist @ Mail Online
Fashon finder editor @ Mail Online
Wendy Douglas Bibby Sowray
Sophie Warbuton Ellie Pithers Rosie Swash Alexander Fury Rebecca Gonsalves
Sarah Barclay Hannah Hughes Claudia Croft
#anewchapter NEW CATHEDRAL STREET, MANCHESTER
Lucy Ewing COMING SOON
NEW CATHEDRAL STREET, MANCHESTER
Jessica Bumpus Lisa Niven
2/ Single-page placement examples
Hannah Almassi Rose Beer Susannah Frankel Katie Shillingford Yadim Anders Christian Madsen Gier Tierney
Fashion News and Features Editor @ The Telegraph
Beauty Editor @ You The Mail on Sunday Fashion Editor @ YouThe Mail on Sunday Head of Fashion @ The Sunday Times Style Fashion Director @ The Sunday Times Style Fashion Features Editor @ Vogue Online Beauty Editor @ Vogue Online Fashion news and features editor @ Grazia Associate beauty editor ' Grazia Fashion director @ Grazia Fashion editor @ Dazed and confused Beauty editor@ Dazed and confused Fashion features director @ ID Executive fashion editor @ ID
Emma Sells Cathy Edwards
Stylist and Shopping Editor @ The Telegraph Senior Fashion News and features editor @ The Telegraph Fashion Editor @ The Guardian.com Fashion editor @ The Independent Magazine Deputy Fashion Editor
Bobby Hook Lucinda Chambers
Lauren MurdochSmith Amy Bannerman
firstname.lastname@example.org email@example.com firstname.lastname@example.org email@example.com firstname.lastname@example.org
Malena harbers Agata Belcen Nancy Waters Andrew Hannah Gallimore Almassi
Anna HughesChamberlain Rose Beer
Steve Morriss Susannah Frankel
Principal Yip Katie Shillingford
Panos Yadim Yiapanis
Hannah.email@example.com firstname.lastname@example.org email@example.com firstname.lastname@example.org email@example.com firstname.lastname@example.org email@example.com
Anders Christian Madsen Gier Tierney Isamaya Ffrench Anthony Unwin Nicco Torelli Matthew Josephs
Digital Writer, Fashion and Beauty @ Instyle.co.uk
Fashion Director Dazed Group Creative@ Dazed
Fashion Features Director @ Elle.com
Digital Editor @ Anothermag.com Digital content manager @ Grazia Daily Digital Editor @ Grazia Daily Fashion Editor @ Tank
firstname.lastname@example.org email@example.com firstname.lastname@example.org email@example.com
Fashion co-ordinater firstname.lastname@example.org @ Tank Fashion director @ email@example.com Vogue Senior fashion firstname.lastname@example.org assistant @ Vogue Deputy beauty editor email@example.com @ Vogue Fashion editor @ In firstname.lastname@example.org Style Beauty editor @ In email@example.com Style Senior fashion editor firstname.lastname@example.org @ AnOther Editor @ AnOther email@example.com Beauty editor-at-large firstname.lastname@example.org Fashion news and Hannah.email@example.com @ features Hunger editor @ Senior Fashion Editor firstname.lastname@example.org Grazia & Online Fashion Associate beauty email@example.com Editor @ 'Hunger editor Grazia Senior fashion editor firstname.lastname@example.org Fashion director @ email@example.com @ Grazia Love Senior fashion firstname.lastname@example.org Fashion editor @ email@example.com assistant @ Love Dazed and confused Fashion Director @Dazed firstname.lastname@example.org Beauty editor@ email@example.com Love and confused Fashion features firstname.lastname@example.org director @ ID Executive fashion email@example.com editor @ ID Beauty editor @ ID firstname.lastname@example.org Senior Fashion Editor email@example.com at Large @ Wonderland Junior fashion editor firstname.lastname@example.org @ Wonderland Fashion director @ email@example.com Wonderland
Part 1 of an integrated proposal to launch a new "& Other Stories" branch within the UK.