Social media:
The Graph, courtesy of Mintel, shows that 47% of internet users above the age of 16 check
Facebook at least once a day and 15% use twitter. Using Social Media Marketing (SMM) is a cost
effective way to reach all three of the target customers as well as other potential customers.
For this reason SMM will be the main focus of the promotion.
The same report also claims that “16-24s tend to use Facebook to look up discounts or information on clothing sales, highlighting the use of promotions to engage these squeezed young consumers.”
(MINTEL)
For this reason SMM will be the main focus of the promotion.
The same report also claims that “16-24s tend to use Facebook to look up discounts or information on clothing sales, highlighting the use of promotions to engage these squeezed young consumers.”
A share and like competition will take place on Facebook. Facebook is the social media that is
most used and most updated and checked by internet users. By sharing a promotional image from
the Designer Duchess facebook page and clicking like on the image customers.
Social Media will also be used to advertise the sign up competition. By signging up to the newsletter the customer is entered into a competition to win one of the limited edition coats.
PETA:
Such celebrities include Lucy Watson. Avid fashion icon and PETA ambassador. After sending the
celebrity the coat they will then wear it and be seen in the media in the coat as well as uploading
images of themselves in the coat to their social media and blogs.
Social Media will also be used to advertise the sign up competition. By signging up to the newsletter the customer is entered into a competition to win one of the limited edition coats.
Pop up shop:
At these events flyers will be handed out advertising limited edition set of 3 coats.
All three target customers live in or near big cities. For this reason the pop up shops will be in
major UK cities. Starting from the top in Edinburgh and making their way down south by stopping
at Leeds, Manchester, Birmingham and finishing in London. In these cities the pop up shop will be
in the centre of the city. This ensures that the promotion is reaching an optimal level of reach to not
only the brands target customers but to others as well. Customers from larger cities tend to have a
larger disposable income and therefore sales will be more likely than in small cities. In these pop
up shops there will be a limited amount of stock due to mobility. The pop up shop will feature the
best sellers in the original collection for autumn/winter 2014. The pop up shop itself will be
minimalist, stylish and modern. Using the visual merchandising concept of an open window
display. This means that the passer by can see into the shop from the outside.
With this concept in mind, a box store will be created from clear see through material such as plastic or glass. The coats will be hung in black and white frames facing the public from the inside and a projector will rotate around the area with the brand logo. This will achieve 3 things. The first to catch the customers attention with the projector. The second to make them look into the shop automatically seeing the products and the third to be seen not just by the brands’ 3 main customers but everyone, meaning a optimum level of brand awareness and reach. Setting up the pop up shops on a weekend guarantees maximum coverage in terms of consumers and pedestrians.
With this concept in mind, a box store will be created from clear see through material such as plastic or glass. The coats will be hung in black and white frames facing the public from the inside and a projector will rotate around the area with the brand logo. This will achieve 3 things. The first to catch the customers attention with the projector. The second to make them look into the shop automatically seeing the products and the third to be seen not just by the brands’ 3 main customers but everyone, meaning a optimum level of brand awareness and reach. Setting up the pop up shops on a weekend guarantees maximum coverage in terms of consumers and pedestrians.
Blogger outreach:
Garments from the original collection will be sent to UK celebrities and bloggers with a high profile. Celebrities associated with PETA will also be sent garments. The aim of this is for the celebrities to wear the coats and be photographed in the coat. Then they can either post about it on the blog of appear in style magazines wearing the coats. This is a proven method for cost effective promotion as we see in the case of the Duchess of Cambridge, Kate Middleton. She wore the Jenny Packham polka dot dress to introduce her son George to the world. According to the Huffington press online “The Kate Effect” which has seen anything Duchess Kate wears in public turning to fashion gold happens rather frequently” and “To our dismay, the dress was made exclusively for the Duchess of Cambridge, but that didn't stop Packham's online retail store to crash anyway.”
Garments from the original collection will be sent to UK celebrities and bloggers with a high profile. Celebrities associated with PETA will also be sent garments. The aim of this is for the celebrities to wear the coats and be photographed in the coat. Then they can either post about it on the blog of appear in style magazines wearing the coats. This is a proven method for cost effective promotion as we see in the case of the Duchess of Cambridge, Kate Middleton. She wore the Jenny Packham polka dot dress to introduce her son George to the world. According to the Huffington press online “The Kate Effect” which has seen anything Duchess Kate wears in public turning to fashion gold happens rather frequently” and “To our dismay, the dress was made exclusively for the Duchess of Cambridge, but that didn't stop Packham's online retail store to crash anyway.”
PETA:
Such celebrities include Lucy Watson. Avid fashion icon and PETA ambassador. After sending the
Website Moderations:
The website moderations will be minor. The navigation of the site will remain the same. However
the promotional images will be changed. The layout and design is simple and classic and
represents that face of the brand well. The website logo however will be modified to match the
one on the existing packaging. The current promotional images neither represent the street style
vibe of the brand or its classic side. The promotion is conflicting with their brand image. The new
promotional images will take their place and reflect the “Parisian street style” the brand mentions
in their press pack. The current layout of the page consists of 4 images per row of images. There
will now be 3 images. This way the images can be made larger and the quality, one of the unique
selling points of the product, can be appreciated more effectively.
Under the heading collections is where the limited collection of 3 will be. Before the release of the capsule collection there will be a countdown on that page and on the main site to promote it and create hype. This will also be advertised on social media.
Lastly, a whole new section will be added to the site. This is the blog section. The blog will include celebrity style, celebrities spotted in faux fur outfits, especially Designer Duchess garments, and will document activity going on both for Designer Duchess as a company such as the UK tour and activity in the fashion industry on a whole such as fashion week. This will aid the brands’ reputation as a fashion savvy brand.
Under the heading collections is where the limited collection of 3 will be. Before the release of the capsule collection there will be a countdown on that page and on the main site to promote it and create hype. This will also be advertised on social media.
Lastly, a whole new section will be added to the site. This is the blog section. The blog will include celebrity style, celebrities spotted in faux fur outfits, especially Designer Duchess garments, and will document activity going on both for Designer Duchess as a company such as the UK tour and activity in the fashion industry on a whole such as fashion week. This will aid the brands’ reputation as a fashion savvy brand.
This was my original design but after speaking to my lecturers they made me realise that it would be better with the original font as the one I picked instead of looking lik street style cheapened the website and the images are too small so I should put 3 on a line and make them larger. The logo suggestions where also made at this point.
Final Designs:
Fashion film:
A fashion film will be created. This type of film will be made instead of a fashion advertisement.
Fashion film style promotion are increasingly common. Especially with higher level brands. Film
however has been a big part of fashion promotion in the recent years and brands have opted for
Youtube channels to show and share videos on social media. A good example of this is Burberry.
The brand films everything they do from behind the scenes footage, to the filming of the runways
in a documentary style and their fashion film style advertisements.
The film will be based on street style. It will be edgy and artistic. This will portray the brand in a creatively respected light and prove to the consumer that the brand is up to date with fashion, visuals and on trend.
The film will be shown in three places. The first on the website. It will be on the first page of the website and will automatically start to play. The sound will be muted however if the customer decides to they can turn it on. This is to not disturb customers. If the customers are put off by the sound of the video when going on the site they may close it down and the brand would lose a customer.
The second place it will be on social media. It will be posted and promoted on Twitter, Instagram and Facebook.
Thirdly, the film will appear on Youtube to a specific target customer
Youtube Ad:
The film will be based on street style. It will be edgy and artistic. This will portray the brand in a creatively respected light and prove to the consumer that the brand is up to date with fashion, visuals and on trend.
The film will be shown in three places. The first on the website. It will be on the first page of the website and will automatically start to play. The sound will be muted however if the customer decides to they can turn it on. This is to not disturb customers. If the customers are put off by the sound of the video when going on the site they may close it down and the brand would lose a customer.
The second place it will be on social media. It will be posted and promoted on Twitter, Instagram and Facebook.
Thirdly, the film will appear on Youtube to a specific target customer
Youtube Ad:
In recent years Youtube have started playing adverts at the beginning of most videos. These
advertisements come in 3 forms. In-steam, In-search and In-display Ads. The type that has been
chosen for this campaign is In-stream. In-stream ads are the advertisements at the beginning of
the ad which the viewer can skip after 5 seconds. This type of promotion is idea for the following 4
reasons.
1. The brand only pays if the viewer watched the advert. If they skip it the brand doesn’t pay for the advertisement. This is cost effective for the brand as the overall promotion budget is relatively minimal.
2. The true view ads will only play to relevant customers. Ads can be shown based on the brands target market. For example, Designer Duchess’ core and tertiary target market loves fashion. Therefore the video will only play to viewers who have a history of online shopping of blogging. Another example is to select the criteria : “Female ages 18-35 who lives in London”.
primary and tertiary customer are frequent mobile users.
4.Youtube has an analytics which will help the brand monitor the audience and understand who is watching the ads and how they are interacting with them.
1. The brand only pays if the viewer watched the advert. If they skip it the brand doesn’t pay for the advertisement. This is cost effective for the brand as the overall promotion budget is relatively minimal.
2. The true view ads will only play to relevant customers. Ads can be shown based on the brands target market. For example, Designer Duchess’ core and tertiary target market loves fashion. Therefore the video will only play to viewers who have a history of online shopping of blogging. Another example is to select the criteria : “Female ages 18-35 who lives in London”.
primary and tertiary customer are frequent mobile users.
4.Youtube has an analytics which will help the brand monitor the audience and understand who is watching the ads and how they are interacting with them.
News letter sign up
There will be a sign up competition advertised on social media. Everyone who signs up to the
news letter on the website is in for the chance to win one of the limited edition coats before they
are released. By being advertised on social media this will divert traffic to the website and
encourage browsing and sales. By signing up Designer Duchess will then send emails about
promotional offers, sales, codes and style sections. This will maintain a relationship with the
customers as well as create attention around the brand to keep consumers interested.
Press Pack:
From the press pack, one thing that will come is advertorials. Having been sent to the magazines previously mentioned, if they like the product or brand concept then they will be likely to do an Editorial. This is more cost effective than an editorial due to the brand’s low budget. The brand would also send samples for photo shoots or further promotional images on request.
The communication objectives with the chosen promotion described, are to raise awareness of the brand, as its current UK awareness is minimal and establish Designer Duchess as the faux fur specialist.
Social media marketing ( SMM) is at the forefront of the campaign. This is to ensure optimum reach of all three target markets as well as being proven to be effective, it is cost effective. Considering the low promotional budget available, SMM is the best option.
A through the line (TTL) campaign has been developed to ensure optimal exposure and to fulfil the campaign aims of brand awareness, brand image consistency, and sales mentioned previously. The low promotional budget means that promotional activity is limited. Therefore, all promotion selected has been meticulously crafted to fit around the brands needs and budget.
The packaging for the product remains the same as the existing packaging. A white Designer Duchess box, when opened the customer is met with their garment in a voile material clothing bag which is tied. Much like a suit would have its own suit bag. It would come with a beaded hanger which the brand currently use both for sale garments as well as in showrooms.
Lying on the garment will be a silver Designer Duchess comb. This is an existing packaging accessory. This is so the customer can comb the fur coat to ensure it looks pristine at all times, especially after being packaged and transported from the manufacturers. The only new addition to the packaging will be the PETA card.
PETA, the People for the Ethical Treatment of Animals Foundation, “is a UK-based charity
dedicated to establishing and protecting the rights of all animals”. The collaboration with PETA will
be minimal. The reasoning behind this is because animal rights is not the main focus of the campaign. However the minor collaboration with PETA targets our secondary customer who is a strong supporter of animal rights and adds to the brand.
Press Pack:
From the press pack, one thing that will come is advertorials. Having been sent to the magazines previously mentioned, if they like the product or brand concept then they will be likely to do an Editorial. This is more cost effective than an editorial due to the brand’s low budget. The brand would also send samples for photo shoots or further promotional images on request.
The communication objectives with the chosen promotion described, are to raise awareness of the brand, as its current UK awareness is minimal and establish Designer Duchess as the faux fur specialist.
Social media marketing ( SMM) is at the forefront of the campaign. This is to ensure optimum reach of all three target markets as well as being proven to be effective, it is cost effective. Considering the low promotional budget available, SMM is the best option.
A through the line (TTL) campaign has been developed to ensure optimal exposure and to fulfil the campaign aims of brand awareness, brand image consistency, and sales mentioned previously. The low promotional budget means that promotional activity is limited. Therefore, all promotion selected has been meticulously crafted to fit around the brands needs and budget.
The packaging for the product remains the same as the existing packaging. A white Designer Duchess box, when opened the customer is met with their garment in a voile material clothing bag which is tied. Much like a suit would have its own suit bag. It would come with a beaded hanger which the brand currently use both for sale garments as well as in showrooms.
Lying on the garment will be a silver Designer Duchess comb. This is an existing packaging accessory. This is so the customer can comb the fur coat to ensure it looks pristine at all times, especially after being packaged and transported from the manufacturers. The only new addition to the packaging will be the PETA card.
PETA, the People for the Ethical Treatment of Animals Foundation, “is a UK-based charity
dedicated to establishing and protecting the rights of all animals”. The collaboration with PETA will
be minimal. The reasoning behind this is because animal rights is not the main focus of the campaign. However the minor collaboration with PETA targets our secondary customer who is a strong supporter of animal rights and adds to the brand.
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