French Connection Marketing Report FMP by Abi D

// EXECUTIVE SUMMARY This report outlines the Spring/Summer 2017 communications campaign plan for French Connection. The campaign, ‘Open your eyes to FCUK’ will run from February 1st to July 31st 2017 and will contain key aims and objectives that will improve overall brand recognition and awareness, attracting a new and appropriate consumer. In addition to this the campaign will enhance its overall online presence and will become more established over a variety of digital platforms ultimately increasing sales in-store and online through the e-commerce website. The campaign message is a creative yet effective method of inviting the consumer to celebrate the brands heritage, the ‘FCUK’ branding, once a controversial campaign message used by the brand in the early 2000’s was successful in increasing brand recognition and awareness. In bringing this branding back 16 years later the next generation of consumers who may not remember the full extent of the campaign back then, will recognize the FCUK branding now as a creative and humorous campaign message. It is important to target the correct consumer, so the campaign will be successful in appealing to the professional female consumer aged between 21-34, they use digital platforms daily and enjoy looking stylish at work so often choose good quality clothing that can be worn in as well as outside of work. They will connect with the brand through the advertising campaign and digital marketing techniques, one of which will include interaction through the use of competitions on the platforms Instagram and Facebook. Marketing tactics applied will include a complete overhaul of all relevant social media platforms including the e-commerce website, a print look book as well as a behindthe-scenes and commercial video for advertising purposes. In addition to this the campaign will be supported by a strong PR campaign as well as in-store tactics that will compliment and strengthen the campaign message.

CONTENTS

//1 INTRODUCTORY CHAPTER 1.1 1.2 1.3 1.4 1.5

INTRODUCTION BACKGROUND & RATIONALE RECENT CHANGES AIMS & OBJECTIVES METHODOLODY

//// 3 5INDUSTRY ANALYSIS 3.1 3.2 3.3 3.4 3.5

MARKET SITUATION COMPETITORS BRAND POSITIONING LICENSING OUTLETS

2 3-4 5 6 7-8

14 15-16 17 18 18

//2 BRAND OVERVIEW 2.1 VALUES 2.3 TARGET AUDIENCE

10 11-12

//4 CAMPAIGN OVERVIEW 4.1 STRATEGIC APPROACH 4.2 CREATIVE BRIEF 4.3 TIMESCALE

20 21-22 23-24

//5 MARKETING STRATEGIES 5.1 DIGITAL MARKETING

26-37

5.2 ADVERTISING

38-52

5.3 IN-STORE

53-56

// INSTAGRAM // FACEBOOK // TWITTER

//6 PR

6.1 SS17 LOOK BOOK 6.2 PRESS INFORMATION 6.3 BLOGGER COVERAGE

58-60 61 62

// OFFICAL ADVERT // BEHIND-THE-SCENES // MOBILE // OUTDOOR // ONLINE // PRINT

// WINDOW DISPLAY // STAFF // EMAIL

//// 7 5PROJECT MANAGEMENT 7.1 BUDGET 7.2 SCHEDULE 7.3 MONITORING & CONTINGENCIES

64 65-66 67-68

//8 DISCUSSION 8.1 CONCLUSION 8.2 APPENDICES 8.3 REFERENCES

70-72 73-105 106-110

//1 INTRODUCTORY CHAPTER

//1.1 INTRODUCTION This report will explain the concept, implementations and outcomes of the SS17 marketing campaign for FC, running from February 01st to July 31st 2017. The campaign aims to build and expand brand recognition and loyalty through successful digital and print strategies, focusing on a specific target consumer. The report will feature an introduction to the history and background of French Connection with an overview of its consumer profile and then concept for the campaign. Following this will be the main aims and objectives for the campaign to enable its success, then a strategic approach which will address the overall campaign concept, message and overview of the tactics deployed. Following this, a detailed and in-depth description will feature for each of the tactics deployed, including market relevance and justifications for each strategy - Included in this will be all relevant digital marketing, advertising, in-store and print. A conclusion will summarize the success of the campaign and evaluate the overall level of its success; appendices will follow accompanied by references, which will include all primary and secondary research. In-keeping with the campaign concept and message, the layout and format will be sympathetic to this and flow throughout the report ensuring a coherent and clear campaign style.

//1.2 BACKGROUND & RATIONALE Founded by Stephen Marks in 1969, FC is easily recognized by some consumers today for its controversial yet successful marketing campaigns during the late 1990’s to early 2000’s. Under the controversial ‘FCUK’ branding FC was considered one of the fastest growing company’s of its time and went on to produce a variety of clothing lines, accessories and toiletries including beauty products and alcoholic drinks under the branding. Despite its success in 2005 after numerous complaints in regards to their advertising campaigns, the use of the FCUK branding ceased and reduced its profile in stores. Despite this, FC still use some of the branding on menswear products and in-store branding today and is still largely recognized as FCUK by consumers and press across the world. FC’s primary target market is aged between 25-35 year old professionals and the brands secondary market is between 18-50 year olds. Due to their broad target audience the clothing styles, sizing and the promotion and advertising of the clothing all range so to increase brand recognition and loyalty it would be beneficial for the company to reposition itself and target one direct group of consumers. In 2010 FC lost some of its market share to competitor brands Topshop, Zara and ASOS with some analysts suggesting that its price points were the reason for this. By 2014 the company’s market position had improved and more recently the brand has reduced some of its higher price points, however improving consumer loyalty and their understanding of the brand and its history would be key to justifying the mid range price points. Despite various visually creative and interesting campaigns over the years, the brands social media platforms haven’t been working to their full potential when compared to their direct competitors. Facebook, Twitter and Instagram are the most affected as each platform struggles to convey a clear and coherent campaign message which proves difficult for consumers to recognize and associate with the brand through the different

platforms each season. See appendix 1 for social media analysis. Today, FC trade in over 50 countries around the world, whilst operating retail stores and concessions throughout the UK, Europe, USA and Canada. Throughout the UK, stores are placed in central and prime locations in busy cities and shopping centres and often hold various in-store events such as ladies night and campaign launch parties. Collaborations with magazines Grazia and Stylist are successful for the brand often providing up to 20% off all products in-store and online as well as the chance to win shopping spree’s worth up to £500. See appendix 2 for website statistics. FC has a vast product range, they currently sell womenswear, menswear, toiletries and a range of accessories including sunglasses, watches, shoes and makeup which are sold through their retail stores, e-commerce, wholesale and licensing. In addition to this they now sell homeware which is available online and in selected stores in the UK. In expanding the business into new markets FC also grants licenses to retailer’s worldwide as well as selling old lines and poor-selling items to off-price retails such as TK Maxx, with an average markdown of 40%. Despite this helping to move older stock and making more room for new stock as well as still receiving some profit for the clothes this does have its limitations in that brand loyalty can be damaged as consumers can’t justify spending the full RRP when a season later it appears in retail outlets marked down nearly half of its original price. See appendix 3 for SWOT analysis. The free fashion and lifestyle magazines Shortlist and Stylist are also readily available in all concept stores; they target 20-40 year old commuters offering a mixture of high-end fashion and style content. Currently FC look books are posted out to consumers after signing up to the website, in-store events and through staff in-store taking their emails therefore there is an opportunity for the look book to be readily available in store as a supplement in the free Stylist and Shortlist magazine which allows potential in attracting new consumers to the brand. See appendix 4 for Marketing Mix analysis.

//1.3 RECENT CHANGES Recently FC have been making subtle changes in-store that as of yet haven’t been monitored enough to determine its overall success, however these changes have placed the brand in a more positive manner to both staff and consumers. AW15 saw the price of clothing lowered in-store with more dresses now available for under £100 as opposed to their previous price points of over £129. Store layout has also been affected by the changes put into stores with more ‘outfit’ tables and accessories styled with hanging outfits to push add on sales. Store signage is featured throughout with promotions, discounts and event nights in collaboration with Stylist Magazine or other stores. In regards to staff, based on a full time 30+ hour member of staff they receive £300 worth of clothing for free and a further £600 at 70% off, more recently an ‘additional’ list has been sent down that is current season stock which allows staff to choose an item also at 70% off which gets them wearing more of the current season stock. Staff incentives have also come into play such as transaction bonus’ so for a £200-£250 sale they receive £5 extra in their wages, other incentives have included focusing on selling a specific product such as a pair of shoes, and per pair of shoes sold the member of staff again receives £5. Although not direct marketing strategies linked to the campaign, these changes will be monitored and continued alongside the tactics deployed to evaluate its success and determine whether or not these changes should be implemented long-term.

//1.4 AIMS & OBJECTIVES //

To reposition and increase overall brand recognition and loyalty through a successful digital and marketing campaign, targeting the appropriate consumer relevant to the brands promotional strategies.

To establish and maintain a strong brand position over the course of the campaign, ensuring that the campaign message is rolled out via all digital platforms and in-store tactics.

To create a visually creative and effective look book and official advert and behind-the-scenes video that engages the consumer and raises brand loyalty.

// To develop original online content that targets and engages the appropriate consumer through all digital platforms.

To increase overall sales performance by 25% by the end of 2017.

To increase consumer awareness online by 30% within 6 months.

//1.5 METHODOLOGY Using a wide variety of sources such as websites, journals, reports and books this has set the basis for the marketing report, the primary research has then furthered and developed my understanding of the target consumer and the types of marketing strategies to conduct and justify strongly why. SURVEY To begin my research, a survey consisting of nine questions was sent out to 100 females over the course of three days, the decision to conduct a survey was a simple yet effective method of collecting a large amount of data quickly from a variety of backgrounds and age groups to determine patterns and trends. The participants were invited to complete the survey through social media and forums to obtain a broad audience and were asked a series of questions that prompted opinions in regards to FC and their motives whilst shopping generally. Understanding these factors were key to the starting development stage of the project and allowed deeper understanding into why the brand may not be progressing in the market as it should (Fowler, 1995). See appendix 5 for full survey results and analysis. FOCUS GROUP The focus group consisted of five female participants, the perfect quantity allowing a good balance for conversation between the group. The participants were all current French Connection employees from the Meadowhall shopping centre in Sheffield and had been employed by the brand from three months up to eight years and were in a variety of roles from Sales Assistant to Assistant Manager. Prior to the focus group taking place the store manager and assistant manager were briefed with the questions and images that would be presented to the staff, including how confidentiality would be handled and which ethics forms would be provided. Eight questions were presented to the staff which they then openly discussed with one another, the final image was of a marketing campaign â&#x20AC;&#x2DC;mock upâ&#x20AC;&#x2122;, however the staff were not aware of this at the time so as not to influence them. The purpose of the focus group was to gain an insight into what staff felt consumers wanted from the products and the brand itself

and what key strategies they think currently work well in-store and what receives the most positive feedback from consumers, this then supported the project in developing further and understand where the company might be going wrong (Carson, 2001). See appendix 6 for full focus group results and analysis. SURVEY A second survey was conducted linked to lifestyle and consumer’s behavior, this was sent out to 100 participants and featured ten questions that were answered over the course of five days. The decision to conduct another survey was to understand more specific behavior linked to shopping habits and lifestyle choices that overall affect the way that consumer’s make the choices that they do. The participants were invited to complete the survey again through social media and email to those with an interest in shopping and high-street stores. Understanding what consumer’s do in their spare time and where they shop was key to the campaign in discovering what advertising techniques to use to target the correct audience. See appendix 7 for full survey results and analysis. OBSERVATION The observation outside a FC store was carried out on a Sunday between the hours of 12-3 in Leeds City Centre, the decision to conduct an observation was to study the types of consumers entering the store, those outside the store passing by whether or not they interact with the window displays etc and whether or not consumers were buying from the store and the types of clothes they were wearing when entering. The time of observation was chosen based on the shorter opening hours on a Sunday ultimately providing a higher footfall than during the weekdays as well as the opportunity of studying who consumers may be shopping with and how long they are visiting the store for. This method of conducting research was imperative to gaining a deeper insight to consumer’s motivations and how they are currently interacting with the store whether they are shopping or just passing by (Given, 2008). See appendix 8 for full observation results and analysis.

//2 BRAND OVERVIEW

//2.1 VALUES With the aim of increasing overall brand recognition during the course of the campaign, the simple yet effective mission statement that will feed through SS17 is: “Focus on the new collection” In-keeping with the campaign concept ‘Open Your Eyes To FCUK’ this clear and coherent message relates to eyes using the term ‘focus’, giving consumers clear visual definition of the new products. Staff will be expected to introduce and inform consumers of the new collection and provide strong knowledge of the campaign concept and products in order to achieve the aim.

Although not direct marketing strategies linked to the campaign, these changes will be monitored and continued alongside the tactics deployed to evaluate its success and determine whether or not these changes should be implemented for longer.

//2.3 TARGET AUDIENCE Modern Professional Aged between 21-35, the modern professional is creative and independent, often working in professional roles they earn a minimum of ÂŁ25,000 per year. Due to this they often have spare income to spend and when it comes to their buying choices, they often choose to spend more money on quality items that last longer as opposed to fast throwaway fashion. Being in the age group that they are, they are often trend led yet seek something a little different, as they are often socializing at friends straight after work or drinking at local boutique bars they are often creative with their style and enjoy purchasing something slightly more expensive so as not to be seen wearing the same outfit as someone else. Due to their busy work schedules the modern professional is always on the go, so for convenience use their mobiles and tablets as modes for shopping and communicating via social media platforms. They like to feel appreciated by brands they shop in, so often opt for store cards, events and email updates as well as behind-the-scenes exclusive videos so they donâ&#x20AC;&#x2122;t miss out on any exclusive promotions. Due to this they also follow the brands on social media, which they check daily to keep up to date with up and coming news, they like to be one step ahead and always enter competitions with the opportunity of winning new and exclusive items.

Figure 1 - The Modern Professional

//3 INDUSTRY ANALYSIS

//3.1 MARKET SITUATION The size of the UK economy is reported to of reached the size it had been before the recession that hit in 2013 and coupled with the rise in wages and slow growth of employment consumers now have more disposable income (Bloomberg, 2016). The Financial Times also reported that consumer spending has been one of the driving forces of the UK recovery, however some concerns remain as to the basis of their spending despite a 3.8% rise in annual retail sales (Cadman et al., 2016). See appendix 9 for UK consumer confidence graph. It is predicted that online retailing sales are expected to exceed ÂŁ60 billion by 2016 and with the growth of the size of tablets and convenience consumers are also influenced into spending by their online experiences. Mintel reports that cross-analysis of consumers future plans show that 93% are planning on buying/upgrading to a Smartwatch at some point in the future as well as upgrading their smartphones, suggesting new innovations for digital platforms and retail experiences (Mintel, 2016). In terms of tourism in the UK, London captures half of the overnight stays in the UK however the North of the country has now become a popular destination for city breaks and business trips. Due to this the national tourism agency, Visit England states that the attraction of the North has led to a rise of 6.4% with spending increasing by 1.8%. The development of public transport is also increasing tourism opportunities as a ÂŁ1.2m funding programme is underway for new railways with faster trains connection the North of the country with the South (Mintel, 2015). In a recent survey conducted with a 100 participants (See appendix 7), 54% of participants added that their preferred method of shopping is online, 39% in-store and 7% click and collect, suggesting that although new technologies are advancing, in-store and online are still fairly equal when it comes to consumerâ&#x20AC;&#x2122;s preferences. It was also found that 68% of the participants check their digital platforms hourly, with a further 26% checking them daily. Only 6% of participants checked their digital platforms weekly allowing the opportunity for online advertising to take advantage of how often users check their accounts.

//3.2 COMPETITORS A unique concept coupled with a rework of brand positioning, FC will achieve a strong and well-established position as the SS17 campaign is rolled out. In understanding the market a comparison analysis has been conducted on FC’s main competitors Karen Millen, Reiss and Ted Baker to survey their overall strengths and weaknesses. See appendix 10 for Marketing Mix analysis on main competitors.

STRENGTHS In establishing a strong position on the market Ted Baker don’t actually advertise their products however use innovative and creative methods to build their brand awareness and recognition through word of mouth which allows fabric prints and clothing styles to be easily recognizable through these methods on the marketplace. Although Reiss and Karen Millen do advertise, they too rely on word of mouth to promote the brand through excellent customer service and positive in-store experiences to build on consumer loyalty. With Karen Millen and Reiss being placed slightly higher in terms of pricing than Ted Baker they also have limited lines of products, this does add to the exclusivity of the brand and raises its premium profile to consumers, justifying the higher price points and encouraging them to shop more in-store. In comparison Ted Baker do offer entry level price points for consumers of around £5.00 whereas Karen Millen and Reiss’ are over £20.00, in offering lower price points for consumers to buy into the brand it could potentially lead to consumers then choosing to save for the more expensive products that they wouldn’t of usually purchased however brand loyalty by that stage has already been established. Each of the brands is available online and in a variety of concessions allowing them to reach out to a broader audience, in regards to licensing Karen Millen limit their deals to small companies and boutique brands whereas Reiss currently aren’t involved in any licensing deals. This again adds to the exclusivity of the brand, however it could be said that although

Ted Baker offer a broad range of licensing deals with a variety of companies on the high street this is successful in reaching a wider target audience due to them not advertising their products and relying on word of mouth to promote the brand. WEAKNESSESS In terms of appealing to a variety of different consumers on the market Reiss’ sizing range runs from a size 4-12 in comparison to its other competitors that offer 6-16, which does exclude some consumers from the brand. In addition to this all of the brands have a broad target audience with Reiss targeting consumers with ‘an eye for style’, Karen Millen, who have recently change the look of their stores to create a more exclusive design layout that allows consumers to focus on the quality of clothing as oppose to the quantity that is displayed and Ted Baker reaching out to a target audience of between 18-40 years old. In assessing the strengths noted before that Reiss and Karen Millen have limited product lines, Ted Baker do provide a substantial line of products this does possibly mean that some lines may end up being neglected by the brand as certain areas may be focused on more than others. With Reiss’ and Karen Millen’s price points placed slightly higher than Ted Bakers, the style of their clothing is characterized as more formal and slightly less trend driven in terms of colour and styling. This could suggest that consumers are more drawn to trend led products for their wardrobes and cannot justify the higher price point for more formal items that they can’t see wearing more than a couple of times for certain occasions.

//3.3 BRAND POSITIONING According to a report on customer satisfaction from Mintel (2015), product quality and value for money are the key drivers for satisfaction when consumers choose what retailers to shop at for clothes. In a recent survey conducted with 100 participants the most frequent words used to describe FC as a brand were classic, sophisticated, and high quality (See appendix 5 for full survey results) from both those that did and did not shop at the store.

The positioning itself is at brand level and is recognizable by its creative and innovative campaigns as well as the memorable ‘FCUK’ branding. The driving force behind this is the brands identity and personality on the market, which is fuelled by the consumer’s emotional values towards FC. The SS17 Open Your Eyes To FCUK will ensure consumers recognize the classic branding, relate it to the creative campaign which will then lead them to associate this with certain products in store (Hemeide, 2011).

//3.4 LISCENCING Restrictions will be put into place prior to the launch of the campaign to limit the licensing of FCUK branded products, once put into place the aim will be to encourage customers to shop in-store more often and increase brand loyalty.

//3.5 OUTLETS During the length of the campaign stock that is sent to the outlet stores and shopping centers will be limited with the aim of increasing brand recognition and loyalty, overall raising the brands name giving it a more premium and mid-market position to consumers.

//4 CAMPAIGN OVERVIEW

//4.1 STRATEGIC APPROACH The campaign theme, ‘Open Your Eyes To FCUK’ is an effective method of reaching out to a wider demographic through a creative campaign with a humorous twist. The timing to bring the ‘FCUK’ branding is perfect in terms of trend prediction and in-keeps with the SS17 trends of iconography portrayed through clothing and products. The success of the brand in the 1990’s will attract a younger audience yet will be executed in a sophisticated and sympathetic manner to the consumer. The theme will be consistent throughout in terms of colours and styling, which are reflective of the trend research conducted using reliable sources such as WGSN and Trendhunter.com. The campaign will be successful in attracting a consumer between the ages of 21-34 in professional industry’s seeking a reliable and trustworthy brand that offers high quality garments for both in and out of their everyday working lives. The narrative behind the campaign tells the story of a woman who has never really shopped in FC before yet finally takes the plunge to open her eyes a little more to what they have to offer, and is amazed at the high quality of the clothing, the different ways she can style her outfits and the affordable price points for staple wardrobe pieces that will last.

//4.2 CREATIVE BRIEF

eyeFCUK

FCUKmornings

EYE EYE

FCUKtraffic

FCUKmondays

thankFCUKitsfriday

Figure 4

//4.3 TIMESCALE The SS17 â&#x20AC;&#x2DC;Open Your Eyes To FCUKâ&#x20AC;&#x2122; campaign will run for a period of six months and will be successful in building anticipation through its social media accounts prior to its launch. Once launched the campaign will hold press and media attention with a fast paced and exciting range of marketing strategies catered perfectly to targeting the new and more focused target consumer. Depending on its level of success, the campaign will continue into AW17, featuring an added twist on the original campaign and its strategies whilst continuing building brand loyalty and recognition across the nation allowing FC and its FCUK branding to become more established on the market.

WEEK NUMBER MONTH PRESS RELEASES PRE LAUNCH CONTENT CAMPAIGN LAUNCH OUTDOOR ADVERTISING (WAVE 1) OUTDOOR ADVERTISING (WAVE 2) RESTRICTIONS ON LISCENCING RESTRICTIONS ON OUTLETS INSTAGRAM COMPETITIONS FACEBOOK COMPETITIONS SOCIAL MEDIA MARKETING ONLINE ADVERTISING PRINT ADVERTISING STAFF INCENTIVES SUPPLEMENT LOOKBOOK PRESS PRODUCT SEND OUT BLOGGER PRODUCT SEND OUT PRESS PRODUCT COVERAGE BLOGGER PRODUCT COVERAGE

1 JANUARY

2 FEBRUARY

3 MARCH

Gantt Chart

4 APRIL

5 MAY

6 JUNE

7 JULY

//5 MARKETING STRATEGIES

//5.1 DIGITAL MARKETING It is reported by Deloitte, a telecommunications research company (2015) that two thirds of consumers use their devices while on public transport, 60% whilst at work and almost half while meeting friends. In addition to this a consumer survey conducted featuring 100 participants with an interest in fashion and shopping, 68% check their social media hourly with a further 26% checking daily allowing brands the opportunity to provide interesting and engaging content to consumers to increase their audience and target a more specific consumer. Prior to the launch of the campaign there will be pre-launch content that will run throughout the social media and ecommerce website to build anticipation for the current consumers as well as attracting the new target audience to the brand.

// WEBSITE The e-commerce website will be at the forefront of the campaign with all social media accounts linking to blogs, products, behind-the-scenes images and videos as well as press coverage therefore it is imperative that the campaign message is clear and flows through each part of the website. The website will experience a complete overhaul from the homepage cover image and content right through to the way in which the products are displayed themselves, with the eye theme flowing throughout. See figure 5 for direct link to mock-up website. The online blog will display new content a minimum of three times per week to keep consumers checking back to read new posts and updates from the brand. To relate to the campaign, behind-the-scenes images and interviews with those involved in project and photo-shoots will be featured as a key reminder of the campaign message. Additional posts will include outfit inspiration, lifestyle posts and interesting things that are related in the news to connect emotionally with the readers.

Figure 5 - Direct link to mock-up website.

// INSTAGRAM Instagram is well known as being a visual social media platform that allows manipulation of images through add-on apps and in-app filters, because of this brands post aesthetically pleasing images, promotions, and the use of the hashtag to share and link up photographs that then reach out to a wider demographic (Gotter, 2015). See appendix 11 for target Instagram figures. Prior to the launch of the campaign, pre-launch content will be featured such as ‘teaser’ images which will build anticipation and interest, with a creative campaign due to be released it will keep consumers guessing as to what the eye message means and what direction the brand is heading. See figure 6 for pre-launch mock-up content. Competitions will take place throughout the campaign to build brand awareness and consumer loyalty, these will link to the campaign theme and message. One competition will be called #eyeFCUK, where consumers are invited to post a picture of their most creative eye – this can be drawn onto their bodies or hands or even be makeup on their eye. They will then need to hashtag the image #eyeFCUK and @frenchconnection where the top five favourite pictures will then be posted, consumers will then ‘like’ their favourite eye photograph and the one with the most likes will win a £500 gift card to spend in-store or online. By winning a gift card this draws in consumers who are interested in buying the products and have a large choice to purchase. See figure 7 for mock-up competition content. In understanding the desirability that competitions can provide to consumers, the AIDA model can be applied to further evaluate its success. See appendix 12 for AIDA model.

Figure 6 - Pre-launch mock-up content

Figure 7 - Mock-up Competition content

// INSTAGRAM In reaching the intended target audience and building brand awareness for the campaign the hashtags #eyeeye, #OpenYourEyesToFCUK, #FCUKmondays, #FCUKmornings, #FCUKtraffic will be used below the relevant images to promote the campaign. As the hashtags haven’t been used before this will provide a fresh new approach that French Connection consumers can find FCUK content through the specific hashtags. Popular and effective hashtags will be used such as #TBT (Throwback Thursday) showcasing early FCUK campaigns in the late 1990’s at the height of the company’s success and #photooftheday. These will raise the brands overall profile and reach out to a wider demographic as well as attracting new consumers that have searched for the hashtag and not the brand. Niche hashtags will also be used for those consumers interested in the industry such as #fashion #BTS (behind-the-scenes) and #clothes. Adding to the visual aspect of Instagram will be the use of GIF’s (Graphics Interchange Format – animated and static images) and short clips from behind-the-scenes which will add to holding the consumers interest in the page and providing them with an insight into what goes on behind-the-scenes of a campaign. Humorous and relaxed GIF’s will be used featuring behind-the-scenes shots with the models linking to the SS17 campaign. In addition to this a series of short clips from behind-the-scenes will be featured on the Instagram, all supporting the build up and excitement of the campaign itself for the duration. See figure 8 for direct link to mock-up Instagram page.

Figure 8 - Direct link to mock-up Instagram page (online & mobile view).

// FACEBOOK Also a visual platform, Facebook will be used to display some of the images from Instagram however will feature more written content including direct links to products and the blog. The cover image will only change prior to the launch of the campaign and will feature a countdown image to build anticipation for the launch of the new campaign. After the launch the same cover image will appear for the duration of the campaign so it will be easily recognizable by consumers. See appendix 13 for target Facebook figures. In 2016, live streaming became available for big companies, brands and celebrities on Facebook and with an allowance of 30 minutes streaming time the viewer of the video is able to connect in real-time with their chosen brand. Live streaming will include footage from photo-shoots, live events such as Stylist and Ladies Night, campaign announcements and competitions. Not only will this be key to making consumers feel as though they are directly interacting with the brand but allows them an insight into the brand and what happens ‘behind-the-scenes’, this will build brand loyalty and reach out to a wider demographic (Krielf, 2016). Similar to Instagram, there will also be competitions that will run throughout the course of the campaign to build brand awareness and reach out to a wider demographic. In attracting the intended target consumers FC will post numerous images of a model wearing FC formally styles clothing with the caption featuring one of the captions #FCUKmornings. #FCUKmondays, #FCUKtraffic or #thankFCUKitsfriday. Consumers will then need to ‘like’ the image, ‘share’ the post itself and will then be asked to write in the comments section underneath to be in with a chance to win a £500 gift card. The question for the comments section will change but will be related to the specific caption: “What’s your best excuse for being late to work?” Psychology determines that the set of traits known as the ‘Big 5’ means that certain consumers are more likely to engage directly with a brand through Facebook depending on their motives, in addition to this posting content that derives an opinion from consumers means that topics are more likely to be discussed with those seeking recognition, i.e. ‘likes’ on Facebook – FC can use this information to post humorous topics which will increase consumer demographic and visitors to the page (Seidman, 2015). See figure 9 for direct link to mock-up Facebook page.

Figure 9 - Direct link to mock-up Facebook page.

// TWITTER According to the market intelligence agency Mintel (2014) Twitter stands out as the most popular social media platform used for fashion and for taking advantage of special offers. It is also the most popular site for queries and making complaints related to fashion retailers and brands meaning that counteracting this will be important in raising a positive brand image to the consumer. In ensuring that posts are sent out at the correct time to target consumers, the social media monitoring tool â&#x20AC;&#x2DC;Sprout Socialâ&#x20AC;&#x2122; will be used as a tool to schedule posts allowing them to be posted out of hours when consumers would be more likely to be using their devices such as commuting to and from work or on lunch breaks. See appendix 14 for target Twitter figures. With a 140-character limit Twitterâ&#x20AC;&#x2122;s main focus will be the post everyday tweets on general topics, lifestyle, fashion and beauty related to tweets that tie in with the brands ethos, in addition to this, competition winners from Facebook and Instagram will be shared and any recommendations or positive comments from consumers in regards to the success of the competition will be re-tweeted to build trust between the consumer and the brand. According to the social sharing data analyst company, ShareThis, online shares are almost as valuable as in-person recommendations â&#x20AC;&#x201C; a consumer is 9.5% more likely to buy a product with an excellent shared recommendation compared with 10.6% more likely via an in-person recommendation (Minnium, 2014). As Twitter is also used as a platform to form complaints by consumers to a brand with 65% of consumers stating that they think that it works as a better method of complaining to a company, the main aim is to reply promptly to any customer queries and defuse any negative comments immediately (Wallis, 2014). In tweeting positive posts and interacting on a daily basis with consumers this will not only raise the brands profile but allow it to build a positive reputation that it is a company that resolves any issues pro actively. See figure 10 for direct link to mock-up Twitter page.

Figure 10 - Direct link to mock-up Twitter page (online & mobile view).

// TUMBLR & PINTEREST The visual platform Pinterest is considered as a ‘link sharing’ site and is more of a network allowing consumers to create their own boards filled with inspirational images to share with others on a public scale. Tumblr is classed more as ‘microblogging’, where consumers can link to an image and add a few short sentences. Both platforms are useful as they have separate target audiences and can be both used for personal and business purposes, due to this FC’s Tumblr and Pinterest accounts will remain as inspirational outlets for consumers. They will continue as relaxed photo-sharing outlets, featuring appropriate content that will not only target the correct consumer but attract a broader demographic and keep consumers interested in the brand through a visual platform.

//5.2 ADVERTISING In attracting the correct target audience, a comprehensive and well-structured advertising campaign will take place, using a variety of different channels and a strong social media presence the campaign will be visually and aesthetically pleasing to the eye and grab and maintain the consumer’s attention throughout. Visual presentation of advertising is the simplest way of pertaining information to a consumer, as one visual aspect in an advert has to affect the consumer subconsciously, this could be a colour, an unusual shape or size, font or illustrations. Research has shown that an individual better memorizes facts related to his/her job role, therefore advertising that is oriented towards consumer’s need’s and everyday routines will ultimately affect their subconscious and drive their desire to purchase products from a brand (Jakštienė et al., 2008). Due to this and to relate directly to the consumer, humorous phrases will be featured alongside some of the print advertising images such as “FCUK Mondays” and “FCUK Mornings” to directly link with the subconscious of consumers on their daily commutes to and from work whilst adding a hint of humour.

// OFFICIAL ADVERT The official advert for the FC SS17 campaign will be rolled out on Youtube as a short 15 second clip, according to a survey from BrightRoll (Gesenhues, 2015) conducted in 2015, 72% of ad agencies say that online video advertising is as effective, if not more effective than television. The type of video advert used will be ‘non-skippable’ in-stream advert, meaning that the viewers are not given the choice to skip the advert and have a maximum waiting time of 15 seconds, meaning that the whole advert will be shown to the audience within the allocated waiting time, this will appear prior to the video they are wanting to see is being played. The advert will aim to target the appropriate consumer relevant to FC and will only be featured on certain videos, by only paying when the viewer watches the full advert no money will be lost and will only be beneficial in reaching out to a wider demographic. The video itself is short and to the point complimented by the fast-paced music that ties in perfectly with the series of images telling the story of the ‘Open Your Eyes To FCUK’ campaign. Featured in both gray and colour including tonal effects over the images the video grabs the consumer’s attention with the energetic and lively soundtrack, creating interest as shots of the garments appear accompanied by the campaign theme of eyes with the models, playing around placing their hands over their faces with the drawn on hands shown in different shots which relays the campaign message. The video finishes with a final few shots of the model picking out the clothes and looking natural before concluding with the text ‘FCUK’. See figure 11 for direct link to mock-up advert.

Figure 11 - Direct link to mock-up advert.

// BEHIND-THE-SCENES Although not used as a tool for advertising, the behind-the-scenes video will be essential in enticing consumers to the e-commerce website. Often consumers are removed from the process of development of a project or product and only ever see the end results, in providing consumers with the opportunity to see the people behind a project and the stages that take place to the final product it adds an interesting perspective to the brand. In addition to this it is the opportunity to convey the brand in a certain manner and connect with the audience on a more emotional level in showing the human side of a brand that they can relate to. The behind-the-scenes video will be 2 minutes and 28 seconds long and the music provides a relaxed yet classic tone, the decision for a longer video to feature on the website is to ensure quality is conveyed. Throughout the video shots are shown of the stylists, photographer, makeup artists and the location itself that consumers usually wouldnâ&#x20AC;&#x2122;t see, the process of the eyes being painted onto the hands is also provided for users to see and as the video continues a narrative is built behind the campaign itself. The models are pictured natural, laughing and talking with each other then, to bring the brand back to its premium position they move into a serious pose as the photographer takes the shots. This process engages the consumer in a manner of different ways but most importantly allows them to feel more connected with the brand. See figure 12 for direct link to mock-up behind-the-scenes video.

Figure 12 - Direct link to mock-up behind-the-scenes video.

// MOBILE According to Digital Marketing Research company eMarketer (Buying, 2015), mobile ad spend will reach $100 billion worldwide by the end of 2016, as mobile campaigns and new technologies are developing, brands are buying into this method more as it is one of the easiest, considerably effective and inexpensive ways to target consumers. Since introducing advertising, social networking and media sites have been faced with the challenge of producing engaging advertising formats without making these disruptive to consumers making sure that they donâ&#x20AC;&#x2122;t annoy and potentially alienate them.

// INSTAGRAM Since Facebook bought Instagram in 2012, all advertising is done through the tool Business Manager; this allows FC to join both accounts together, which allows easier control and consistency between both. The main form of advertising will focus on ‘clicks to website’ where an image (with a sponsored icon in the top corner) will appear on consumers Instagram feed, beneath the image will be the ‘call to action’ button which will appear as ‘Shop Now’, the ‘One-tap advert overlay will then allow users to click on the image which then directs them straight to the website. The flexibility of advertising on Instagram allows FC to schedule the advertisement, choose the target age group and location, payment is based on a ‘pay per impression’ basis therefore the budget will not be wasted unless consumers actually visit the website itself (Hines, 2015).

// FACEBOOK Recently Facebook has added a button above adverts which empowers consumers to find out why they are seeing a certain type of advert, in addition to this they are also invited to change their preferences to see more or less of a certain type of advert. This method is beneficial in boosting user interaction and lowering privacy fears and FC is able to use this information to target the correct consumer that wants to see more promotional content related to the brand as oppose to alienating them (Mintel, 2016). As targeting the correct consumer is key to the campaigns success the ability to target a specific age, gender, education, demographic and workplace is beneficial to the brand, these choices will be supported by the primary consumer research that has been conducted (See appendix 5 & 7). In raising the brands profile the FC official page itself will be promoted on Facebook which allows consumers to immediately â&#x20AC;&#x2DC;likeâ&#x20AC;&#x2122; the page, for those who may not of originally thought about following a brand on social media until they saw that it in fact has its own page the option to easily access the brand with one click.

// TWITTER As the platforms main focus will be to portray a positive brand image and build awareness the types of advertising that will take place on Twitter will be the promotion of the FC page itself and promoted trends. The purpose of this will be to concentrate on building awareness of the campaign and brand association as it returns to its ‘FCUK’ branding roots. In promoting the FC account, consumers will see the brand advertised under the section ‘Who to follow’, this will only appear to the specific target audience and those users who are suggested based on their interests and other competitor brands they may follow. The FC profile will also appear in search results if certain key words are chosen by consumers and a box will also appear next to particular profiles that match the target audience demographic. Overall this method of advertising will give the brand more exposure and allow consumers to discover FC. Part of the advertising strategy that can be bought into as a brand with Twitter is to buy promoted trends, this appears on the homepage, notifications, search results and profile pages and shows topics that are popular now, however brands can pay to promote their trend which reaches to a wider demographic. The chosen promoted trends will appear on the following topics: #OpenYourEyesToFCUK #FCUKmondays #FCUKmornings These hashtags will be used on all digital platforms as part of the marketing campaign and will be recognized by consumers in the real world and on digital platforms. Due to the humour and the relation to everyday life these hashtags will target consumers emotions and those consumers that may not usually shop with FC will click onto the hashtag in interest of finding out what it means and what it is linked to (Edwards, 2013).

// OUTDOOR Outdoor advertising is an effective method of targeting the correct consumer and making a big impact on certain areas, for this reason billboards, specific bus/train stops and stations as well as underground posters will feature the campaign message and promotional image in major cities across the country. By advertising on popular routes to work, public transport stops and areas with a high volume of traffic throughout the week this will be a successful method of building awareness and interest of the brand. The first campaign image (Wave 1) to start off the launch of the campaign will be the series of three images of the model opening her eyes wearing the branded â&#x20AC;&#x2DC;FCUKâ&#x20AC;&#x2122; tee. The purpose of this is to draw in the consumerâ&#x20AC;&#x2122;s attention with the creative aspect of the campaign and then for them to recognize the branding on the tee shirt of FCUK. After this series of advertisements takes place the campaign image will then change again (Wave 2) to work alongside the social media marketing where the model will be featured with an annoyed/tired expression and the hashtag #FCUKmondays, #FCUKmornings and #thankFCUKitsfriday. With the consumer already identifying initially with the wave one of the campaign message and the FCUK branding, the wave two of images will then show them what products are available from the brand but with a humorous twist. By relating to consumers on their commutes to and from work with a simple message that captures their emotions and is memorable, this will then link the outdoor advertising with the social media marketing as users will find themselves searching the hashtags on digital platforms which will then link them directly to the brand. See figure 13 for mock-up of outdoor advertising.

WAVE 1

Figure 13 - Mock-up of outdoor advertising.

WAVE 2

// PRINT A series of print advertisements will run throughout the course of the campaign in magazines and newspapers as well as additional supplements with the aim of targeting the appropriate audience. A report from Mintel (2015) shows that 66% of female consumers would rather read print magazines as oppose to digital and a further 20% find the adverts less intrusive as oppose to TV or online, suggesting that print advertising is a more popular method of consumers noticing the advertisements pictures. The high circulation of monthly and bi-monthly magazines shows their readership loyalty and there is the opportunity for readers that hold onto magazines to then pass them on to others, which will ultimately increase readership and reaches out to a wider demographic. The decision to advertise in newspapers such as the Metro and the London Evening Standard is due to their prime handout location around busy public transport routes morning and evening attracting the correct target consumer. See figure 14 for target publications. A variation of magazine page placements will take place depending on the style of magazine and the level of content due to this FC will aim to secure either a double-pagespread or the bottom-right hand side of the page as this is where the readers eye is drawn to before the page is turned. Placement in newspapers will also appear â&#x20AC;&#x2DC;above the foldâ&#x20AC;&#x2122; and negotiations will take place into advertisements appearing in the business and lifestyle sections so as to target the correct consumer (Ashe-Edmunds, 2016). The overall design and theme of the advertisements will be similar to those used as part of the outdoor advertising so that consumers will relate and establish similarities and connections when they have seen the advertisement in print to when they have seen it outside. The first wave for the launch of the campaign will showcase the model with the eyes drawing onto her hands. The second wave of advertisements that will appear will be more styled towards the type of clothing featuring the hashtags #FCUKmornings, #FCUKmondays, #FCUKtraffic and #thankFCUKitsfriday.

Publication// Grazia Target Audience// 25-45 Average Circulation// 134,436 Readership// 223 Frequency// Monthly Contact// Lily Richardson Role// Fashion Writer Email// lily.richardson@bauermedia.co.uk Rates// DCP £12,420

Publication// Marie Claire Target Audience// 18-34 Average Circulation// 175,302 Readership// 556 Frequency// Monthly Contact// Trish Halpin Role// Fashion Writer Email// trish.halpin@timeinc.com Rates// DPS £16,500

Publication// Glamour Target Audience// 18-34 Average Circulation// 346,721 Readership// 815 Frequency// Monthly Contact// Jo Elvin Role// Editor Email// jo.elvin@condenast.co.uk Rates// DCP £14,466

Publication// Porter Target Audience// N/A Average Circulation// 170,038 Readership// N.A Frequency// Bi-monthly Contact// Claire Chappell Role// Editor Email// mediaproduction@net-a-porter.com Rates// DPC £38,000

Publication// ELLE Target Audience// 18-26 Average Circulation// 161,560 Readership// 662 Frequency// Monthly Contact// Gillian Brett Role// Editor Email// gillian.brett@elleuk.com Rates// DPS £33,000

Publication// Evening Standard (London) Target Audience// N/A Average Circulation// 891,746 Readership// 1,749 Frequency// Daily Contact// Sarah Sands Role// Writer Email// sarah.sands@standard.co.uk Rates// DCP half £35,105

Publication// InStyle Target Audience// 25-40 Average Circulation// 248,407 Readership// 262 Frequency// Monthly Contact// Mari Kasanuki Role// Fashion Writer Email// mari.kasanuki@timeinc.com Rates// DPS £33,310

Publication// Metro (London) Target Audience// 18-44 Average Circulation// 763,393 Readership// 3,256 Frequency// Daily Contact// Ted Young Role// Editor Email// news.londong@metro.co.uk Rates// DCP half £15,993

Publication// Red Target Audience// 25-55 Average Circulation// 183,045 Readership// 367 Frequency// Monthly Contact// Kim Parker Role// Fashion Writer Email// kim.parker@hearst.co.uk Rates// DPC £15,908

Publication// Stella (Supplement - Telegraph) Target Audience// ABC1 Audience Average Circulation// 481,525 Readership// 1,165 Frequency// Weekly Contact// Emma Spedding Role// Editor Email// emma.spedding@telegraph.co.uk Rates// DCP £18,300

Figure 14 - Target publications.

// ONLINE Online advertising is considered one of the most effective methods to expand businesses and reach out to wider demographic, supported by primary research conducted (See appendix 7) the target consumer chooses to purchase clothes both online and in-store therefore there is an opportunity to appeal to the audience through websites that the consumer may associate with on a day-to-day basis. To link with the print advertising campaign key lifestyle, newspaper and business websites will be chosen to advertise on using banners and sponsored content as a subtle method of directing consumers to the official FC website. The advertisements will feature the campaign message on websites so as not appear lost in all of the content on the page. Focusing on high traffic siteâ&#x20AC;&#x2122;s will be imperative to ensuring that the campaign message reaches a vast audience with the opportunity of attracting consumers new to the brand. See figure 15 for target online publications.

See figure 16 for mock-up banner online advertisement. As FC proclaims a prominent position on advertising through its digital platforms, advertising online using Geolocation will also take place to ensure a strong campaign that takes advantage of each resource available. For users that are within a 40 metre radius of a FC store and browsing the internet will be targeted with an advertisement promoting the FC look book supplement in the free magazine Stylist which is available to pick up in any FC store. The purpose of this will be convenience for the consumer, as those who are close by may want to pick up the magazine to read which is then an opportunity for them to view the look book also which allows the brand the opportunity to reach out to a wider demographic. A survey conducted by Mintel on understanding location-based marketing shows that fewer than one in four mobile users saying they have knowingly received a location-based advert on their phone this will be a subtle yet effective way of targeting consumers whilst on lunch breaks, commuting through city centres or just shopping on their days off (Mintel, 2016).

Website// LinkedIn.com Unique Browsers// Information not available however 65million members in Europe. Page Impressions// N/A Contact// Matt Johnston Role// Marketing & Strategy Officer Email// matt.johnston@testu.com Rates// N/A Website// InStyle.com Unique Browsers// 429,000 Page Impressions// 7,400,000 Contact// Charlotte Moore Role// Editor-in-Chief Email// charlotte.moore@timeinc.com Rates// MPU: CPM £35.00

Website// TimeOut.com Unique Browsers// 7,000,000 Page Impressions// 40,000,000 Contact// Mark O’Donnell Role// Content Editor Email// markodonnell@timeout.com Rates// Billboard: CPM £35.00 Website// The Guardian Unique Browsers (pm)// 155,031,198 Page Impressions (pm)// 962,473,512 Contact// Katharine Viner Role// Editor-in-Chief Email// katharine.viner@theguardian.com Rates// Banner: CPM £45.00

Figure 15 - Target online publications. Statistics provided by BRAD.

Figure 16 - mock-up banner online advertisement.

//5.3 IN-STORE As technology has developed many companies have turned to completely focusing on digital marketing and online shopping as their main strategy for targeting consumers and their experiences, however the customer journey hasnâ&#x20AC;&#x2122;t completely changed. According to a survey conducted with a 100 participants (See appendix 7) 39% of consumers prefer to purchase products in store with a further 7% opting for the click & collect method, due to this a strategy will be put into place to enhance to consumer experience in-store and ensure that staff who are at the fore-front of the brand convey the correct message and not only engage with the consumers, but improve their overall shopping experience (Starcevich, 2013).

//5.3 WINDOW DISPLAY According to a report from the Global Market Research Company Mintel (2015) under-35â&#x20AC;&#x2122;s are the most adventurous shoppers, with three in ten purchasing clothes from five or more retailers in-store. Due to this retailers must focus on a clever and exciting window displays in order to appeal to these consumers and to entice them into store. With the recent updates that have already taken place in-store to engage the consumers once inside, the store window will provide a consistent and flowing campaign message. The recent changes that have taken place in-store have meant that the store layout itself is clean, easy to navigate with promotional material displayed throughout the store in a manner that grasps the consumerâ&#x20AC;&#x2122;s attention. Due to the prime locations of the concept stores in cities and shopping centreâ&#x20AC;&#x2122;s across the UK there is the opportunity to attract more consumers to the door by attracting them with a creative and intriguing window display. In-keeping with the campaign message the concept is based on the theme, Open Your Eyes To FCUK and window itself will feature the outline of an eye on a black background blocking out most of the display. To attract consumers to look closer at the display the main focal point for the eye will be through the middle where consumers can look inside and see the three mannequins wearing head to toe in FC clothing and the creative ripped eyes over their own which is linked to the website product images. The bold shape and colours of the eyes itself stand out and offer as a statement piece against the rest of the store and window. See appendix 15 for mock-up window display.

// STAFF As customer service is a key component to a brands success a series of staff incentives will run for the length of the campaign in each concept store and concession that will change at the end of each month. In building brand awareness and loyalty FC staff will engage in monthly incentives that inspire staff, inform consumers and improve company profits. Staff will be offered the opportunity to sell particular ‘hero’ products, these products will be chosen by head office for members of staff to sell to consumers, this not only develops their selling skills in-store but engages directly with the consumers and offers them advice. Those that have sold the most of the chosen product each month will then receive a further £30 towards their uniform allowance. With the opportunity of winning this incentive more than once staff will become competitive which will essentially increase the profits of the company whilst improving and maintaining consumer interaction as staff will be showcasing a wide variety of clothing. A survey conducted with 100 participants showed that 41% of consumers said that they were influenced by what staff wears in retail stores with a further 45% adding that they were sometimes influenced (See appendix 5). Therefore to promote the SS17 collection staff will be required to participate in ‘Super Smart Saturday’s’ where they will dress their outfits up adding accessories and blazers and smart jackets and shoes to influence those consumers coming into the store who may be struggling for inspiration. The decision for this to take place on a Saturday is due to the longer opening hours and higher footfall through stores on a weekend.

// EMAIL Consumers that shop in-store will have the opportunity to sign up to the brands mailing list, it will be promoted by staff when they buy products in-store as well as those that are passing by directly outside of the store. This will be promoted as an opportunity to be involved with events, offers and product launches and will be portrayed as an exclusive element of FC that consumers have the opportunity to engage directly with the brand and appear to them as a more premium and catered service. See figure 17 for mock-up email newsletter.

Figure 17 - Mock-up email newsletter 56

//6 PR

//6.1 SS17 LOOK BOOK Stylist magazine is currently distributed by hand in close proximity to selected mainline, bus and underground stations and town centre locations in major cities around the UK. Copies of the magazine are also available to pick-up throughout the week from Wednesday’s in hotels, restaurants, Universities, health clubs and retail stores such as FC around the UK (Media, 2016). As a stockist of the free weekly magazine Stylist whose readers are: ‘”The finest professional women who are time poor but thought rich” (StylistMagazine, 2015), the SS17 French Connection look book will feature as an exclusive supplement that will run for the full duration of the campaign. The opporunity to reach a wider demographic will be significant as consumers often hold onto magazines to read at a later date or pass onto friends or family who in turn will look at the magazine then the look book featured inside, possibly prompting fuutre sales or spark interest in the consumer. PRINT (31st December 2015) Total Circulation: 404,014 Gross: 129,764 Net by hand: 274,250

ONLINE (31st December 2015) Social Media Reach: 450,000 Monthly Impressions: 10,000,000 Twitter Followers: 460,000 Facebook Likes: 101,000 Statistics provided by BRAD. 58

// SS17 LOOK BOOK The SS17 look book itself will be A5 size to fit as a well sized supplement into Stylist Magazine, in addition to this the binding of the look book will be singer sewn to not only add creativity but practicality so that the book can be fully opened allowing all of the images to be viewable to provide full visual impact to the consumer. To tie in with the narrative of the campaign theme the look book will feature a double page spread of the models with the eye themed drawings similar to the social media campaign. As the look book continues the series of images will showcase the eyes eventually opening towards to the end, feeding through the story of the â&#x20AC;&#x2DC;Open Your Eyes To FCUKâ&#x20AC;&#x2122; campaign message. In-between each of the pages will also showcase full outfits and prices as well as double-page spreads of illustrative eyes to break up the pages of clothing and to add again to the creativity and the unique side of the campaign. Although Eurostile is recognized as the trademark font for FC, Bodini 72 in Roman will be used throughout the look book and marketing report and will feed through into certain adverts and designs. The decision to use the font is based on the style as it dynamic and animated, adding to the creativity and energy of the campaign.

//6.2 PRESS INFORMATION Prior to the launch and during the campaign, press releases will be sent out to the media containing background information into the re positioning of the FCUK branding, the campaign message and information into the social media competitions that are taking place. In providing journalists with a deeper insight into the brand and knowledge of the strategies that have been put into place to ensure its success the media will build coverage through their available channels that will increase overall brand awareness.

//1 Information into the new direction and repositioning of the brand and the re-launch of the FCUK branding and what this means for the company.

//2 An insight into the creative aspect and message of the campaign. //3 Detailed information into the social media campaigns that will take place including the competitions on both Facebook and Instagram. Press releases will be sent via both email and post, email that will be sent first thing on a Monday morning so that it will have prime location in their inbox, email will also allow a large send out to both consumer and national press. Any responses will be replied to immediately and those who have not responded will have a chase up email re-sent Thursday afternoon after lunch as a reminder. Press releases sent by post during the campaign to specific members of the press will also be accompanied with a gift, the gift will be an item of clothing from the SS17 collection and will be a method of informing the press and showcasing what the collection has to offer and why it will be popular with consumers. See appendix 16 for press releases. See appendix 17 for press pre-launch send-out list.

// 6.3 BLOGGER COVERAGE In supporting the overhaul of all digital platforms and appealing to the specific target audience, bloggers will support the campaign therefore will also be sent press releases prior to the SS17 collection being released in-store. Email press releases will contain links to the campaign advert and print press releases will also contain one item of clothing in the bloggers preferred size in the hopes of them leaving a positive review of the product, raising brand loyalty and appealing to a broader demographic. Four key bloggers will be chosen and accompanying the garment will be an additional piece of information featuring the eye campaign message â&#x20AC;&#x2DC;Open Your Eyes To FCUKâ&#x20AC;&#x2122; and the hashtags that will feature the promotion on the social media platforms. See appendix 18 for blogger send-out list.

//7 PROJECT MANAGEMENT

// 7.1 BUDGET To understand the scale and intended success of the marketing campaign an estimated budget has been provided which showcases a break down of cost for each marketing strategy implemented. Over the course of the campaign the budget is subject to change due to negotiations and external factors outside of the companies control, also due to this an additional budget has been set aside for any contingencies that may occur.

COST (ESTIMATE)

MARKETING PHOTOSHOOTS SOCIAL MEDIA ADVERTISING OUTDOOR ADVERTISING PRINT ADVERTISING ONLINE ADVERTISING STORE WINDOWS STAFF INCENTIVES CONSUMER COMPETITIONS LOOKBOOK SUPPLEMENT PRESS CLOTHING BLOGGER CLOTHING CONTINGENCIES ANALYTICS SOFTWARE

£5,000 £420,000 £2,457,118 £1,227,912 £450,000 £407,150 £15,300 £6,000 £135,000 £1,700 £1,000 £55,000 £103,671

£5,284,851

TOTAL =

//7.2 SCHEDULE

//MARCH // A second round of press releases will be sent out the

//FEBRUARY // Beginning on the SS17 campaign launch, banners on all social media

//JANUARY // First round of press releases sent out to media and bloggers including additional gifts. // Pre-launch content appearing on social media platforms building up consumer anticipation awaiting for the new direction of the company. // Expected media coverage which will be relayed through social media accounts to strengthen the audience.

will change and e-commerce website overhaul changed. // Wave 1 of advertising outdoor including social media begins featuring the opening of the eyes on hands to send out the subtle campaign message and FCUK branding.

media. // Wave 1 of advertising will be well underway. // With awareness built, competitions on Facebook now begin with the competition winners from last months Instagram will be announced. // Staff incentives will be rolled out in store and supplement look book available to pick up.

// Restrictions on outlet stock and liscencing begins. // Blogger and press coverage will be taking place and Instagram competitions will of begun. 65

// Press product send out occurs whilst blogger coverage covered. // Monthly monitoring will still be taking place and contingencies noted.

//MAY // Third round of press releases sent out covering the success of the campaign and any current news.

//APRIL // Wave 1 of advertising is due to end after informing consumers of the new direction of the brand. Wave 2 will be due to slightly overlap to add fluidity to the campaign. // Restricions on lisencing will continue as well as limits on stock sent to outlet stores. // The second Instagram competition will begin and Facebook winner announced. // Social media marketing and online advertising will continue, after monitoring the success changes will be allowed. // Blogger product send out and press coverage covered.

//JUNE & JULY // The last press releases will be sent as awareness will of been built this is the opportunity to remind the press of the campaign success to add products to their shopping pages.

// Wave 2 of advertising begins featuring more products now the FCUK branding has been recognized by consumers. // Restrictions on lisencing and limits on products to outlets continues.

// Wave 2 of advertising will be near completion and could of possibly changed due to the monitoring and contingencies that may of taken place. // A further Instagram and Facebook competition will run throughout these months and concluded with an overall list

// Instagram winner announced and Facebook competition begins for the month.

of winners to raise brand awarenes and loyalty that anyone can win. // Online advertising will completed by

// Online advertising, print and social media marketing continues.

June and the campaign will rely on print and social media marketing. // The supplement look book will still be

// Supplement look book inside Stylist is also still available, staff will also distribute by placing into customers bags when purchasing items. // Press product sent out and blogger product coverage covered. 66

available in store and the monitoring of the success of geo location will take place, comparing footfall within certain stores in city centres as well as shopping departments. // A final blogger product send out will conclude June and further coverage will be waited upon in the media and online.

//7.3 MONITORING & CONTINGENCIES In monitoring the success of the overall campaign and the individual strategies deployed, systems will be put into place to analyze and assess consumer activity, feedback, the strength of each tactic and any areas that may need developing throughout the campaign if deemed unsuccessful. In addition to this a contingency plan will be put into place should the campaign not work out as expected, due to this an additional budget has been set aside should any part of the campaign remain unresolved. The tighter restrictions that will be implemented on licensing contracts and the control of products sent to outlet stores will be monitored every two months allowing time for changes to take place and develop patterns. Consumer surveys will feature both in-store and on the e-commerce website which will determine the level of success and impact that the campaign and its message is having on the target consumer. Google Analytics will be the only system put into place to monitor the e-commerce website every two weeks during the campaign. Conversion funnels will be used to understand consumer habits and the steps visitors may take when purchasing a product, in addition to this conversion rates will be successful in understanding which pages receive the highest numbers of visitors and how many of those then go on to purchase a product. Monitoring website traffic will also be key to understanding exposure on different sites and the possibilities of advertising for the AW17 campaign (Martin, 2016). The analytics tool Hootsuite will provide statistics for all social media platforms, which will be reviewed on a weekly basis. This will allow FC to identify key social influencers who are driving conversations and building brand awareness, it will also allow the brand to understand what content consumers respond more positively to than others so that during the campaign these factors can be adapted to target the correct consumer. Tag and track messages will also be monitored, for example the use of hashtags linked to the campaign, this will allow FC to monitor the success of the campaign message itself and review consumers engagement and

overall brand recognition (Neisser, 2011). The official advert that will be on Youtube has built in analytics in their system, these will be reviewed every four weeks, these allow a deeper understanding into how the advert is performing and any adjustments that need to be made, can be made at anytime. Due to the advertising being on a PPV (Pay Per View) basis the analytics will provide FC with information into where the advert is viewed and where the money spent is going in terms of how far the audience reach is and if the viewer has watched the full advert or not. As Stylist magazine is free, monitoring the exact readership statistics means that they wonâ&#x20AC;&#x2122;t be exact however FC will work alongside Stylist magazine to check estimated circulation and readership as well as each FC store feeding back to Head Office the exact number of magazines that have been picked up by consumers when entering the store. Press and blogger coverage will be checked daily and FC will take note on those who respond to press releases and emails and those that donâ&#x20AC;&#x2122;t, in understanding the types of press and bloggers that are keen to know more about the brand and its campaign is key to building knowledge and contacts for future campaigns and strategies. The success of the staff incentives will be determined by the store managers who will include in their weekly KPIâ&#x20AC;&#x2122;s (key performance indicator) the best selling products and overall profits including factors that may have affected this. This will then be fed back to Head Office who will collate the information and rate the success of the incentives comparing the sales of products in the different parts of the country, which will be then fed back to the buyers. Feedback will also be provided from managers on the success and motivation that the incentive has on the staff and the footfall of consumers into store. Although slightly challenging to monitor the success of the changes of window display in terms of consumers engagement outside the store, in regards to whether or not this brings consumers into store can be determined through analyzing footfall through the store, this will be included in the KPI reports.

//8 DISCUSSION

//8.1 CONCLUSION To conclude, the SS17 marketing campaign Open Your Eyes To FCUK will deliver a comprehensive and detailed set of strategies over the course of six months within the UK by repositioning the brand and improving a more established online presence. In meeting the needs of the objective, the aims to increase brand recognition, maintain a strong market position, increase overall sales performance, deliver a creative look book and official advert whilst increasing the brands online presence will be met with a fresh approach that plays on the success of FCâ&#x20AC;&#x2122;s history. Ensuring that the tactics are focused directly on the consumer and building and developing their relationship with the brand is key to its success. As a brand who rose to success by a clever marketing strategy in the early 2000â&#x20AC;&#x2122;s the campaign will build on this and add a fresh new direction catering to a more specific audience who will concentrate on current and future campaigns as oppose to its past. For consumers who arenâ&#x20AC;&#x2122;t aware of the previous FCUK branding, the approach by using the hashtags: #FCUKmornings, #FCUKmondays and #FCUKtraffic will drive the following on social media which will be linked to all advertising to draw the consumer in. The strategies are devised in a manner that allows the brand to reposition itself on the market and maintain a strong and dominant position, which is supported by a creative and well-structured marketing campaign. By delivering a fast-paced and interesting set of strategies that affect both in-store and digital platforms focusing on consumer engagement, sales performance as well as increasing consumer awareness and brand loyalty, will then lead the brand to a more established and prominent position on the market by the end of SS17.

Supported by a wide breadth of primary and secondary research the complete overhaul of all digital platforms including the e-commerce website will be successful in delivering an eye catching campaign that will allow FC to stand out amongst its main competitors on the market. The increase in direct interaction and engagement between FC and the consumer will build awareness and relationship between the two. The advertising tactics that include outdoor, mobile and print will ensure that the correct audience is targeted in a subtle manner than will appeal to the subconscious and humorous side of consumers. The pre-launch content will build anticipation and excitement whilst the consumer competitions will increase engagement and add to the desire to buy FC products. Supported by the interest in products and the campaign itself from press and bloggers, the PR activities have been strategically timed to address the consumer in a genuine and honest manner over the course of six months. With the aim of increasing brand loyalty a series of incentives that appeal to and motivate staff that are at the forefront of the brand will improve customer service and consumers buying habits. In building a relationship between staff and consumers trust will grow, as will the following on certain digital platforms. In restricting licensing and the use of selling products in outlets during the campaign will not only build brand loyalty but will ensure that consumers will trust the brand knowing that the products they are buying from a mid-market store will then not be sold at a discount price later on in the year, or available in a range of other stores â&#x20AC;&#x201C; the exclusivity will be what increases the desirability of the brand. In using a variety of tools to monitor the success of the campaign and evaluating key

aspects throughout, the strategies put into place will mean that by the end of SS17 French Connection will of successfully repositioned itself on the UK market attracting a clear and specific consumer. In doing this the strategies will ensure that consumer focus is key and the tactics put in place will compliment each other throughout, supported with media and blogger coverage FC will deliver a new approach that will continue into future campaigns and allow the brand to grow and develop on the high-street.

// 8.2 APPENDICES APPENDIX 1 - SOCIAL MEDIA ANALYSIS Facebook French Connection

-  703,235 followers. -  Between 4-106 likes per post. -  Between 0-17 shares per post. -  Content is posted nearly every day. -  Little to no direct interaction through comments between the brand and the consumer only in regards to customer complaints. -  Comments per post -  Main focus of content -  Hashtags are only used on specific posts and are influenced by the nature of the post, not consistent. -  Links to Instagram, Twitter and the blog in the ‘APPS’ section. -  Shop now button available on the page. -  Content includes links to the website, certain products, blog interviews, home-ware inspiration, art and fashion news, current campaigns and behind the scenes images. -  Overall there isn’t a theme that runs throughout.

Instagram -  -  -  -  -  -

1,424 posts. 88,100 followers. Following 525. Between 151-716 likes per post. Between 0-19 comments per post. No direct interaction between the brand and the consumer. High use of hashtags per post including links to the brand. Content ranges from behind the scenes images, inspiration and product to celebrities, lifestyle and campaign videos. Link to current campaign in tagline for the page.

Twitter -  -  -  -  -  -  -  -  -  -  -  -  -

-  -

37,600 followers 1,056 following 9,882 tweets 6,396 likes Between 1-11 likes per post. Between 1-4 re-tweets per post. Links to blog posts from the website. Campaign images, offers and advertisements. Press article features e.g. Elle Magazine. Styling images of FC clothing. Celebrities spotted wearing FC clothing. Current affairs and news such as films that are released etc. Positive comments are also featured as retweets from customers from their store visit or in general about the products. No direct interaction with consumers. Limited use of hashtag between 0-2 per post and not always relevant to the brand.

Tumblr

32 boards 4100 Pins 232 Likes 16,400 followers 260 following A range of boards featuring inspiration for FC such as ‘British Vogue moments’, ‘90’s Style’ and ‘WeeklyWant’. Also ‘feel good’ boards called ‘Beautify’, ‘Smiley Happy People’ and ‘What A Cutie’. -  ‘Pin To Win’ competition where you pin 5 of your favourite FC home products and comment on the competition image with a link to your board. The favourite board pinner received £100 to spend at French Connection home. Winner was announced December 11th 2015 however a new one hasn’t begun.

-  Last pin was around 9 months ago. -  Unable to view followers, pins or following. -  More lifestyle and ‘feel good’ images similar to Pinterest. Images of pineapples positioned in front of a blue sky, beach balls, the sea and beach, funny images of animals, behind the scenes video FC, textures, products and phrases – portraying overall brand identity which appears to be youthful aged 18+.

-  -  -  -  -  -

APPENDIX 2 - WEBSITE STATISTICS

Figure 3

APPENDIX 3 - SWOT ANALYSIS

-  Global market with stores in Singapore, Hong Kong and Malaysia.

-  Competitive marketplace that sell products at cheaper price points.

-  Able to afford traditional marketing methods.

-  Broad target audience with a vast range in ages.

-  Sell a range of products such as accessories, watches, perfumes and makeup.

O -  The economy is constantly growing meaning new opportunities for product lines.

-  High price points meaning fewer multi buy sales.

T -  Rising cost of materials and sourcing. -  Increase in labour costs.

-  Development of digital services.

-  Growing and new competition on the marketplace.

-  Exploring new markets.

-  Economic turndown.

-  Growing the home ware department into the relevant concept stores.

-  Production is able to meet the demands of the consumers. -  Skilled workforce.

APPENDIX 4 - MARKETING MIX ANALYSIS

PRODUCT -  Clothes for men, women and children. -  Additional ranges include underwear, casual wear, suits, shoes, toiletries, watches, eyewear, homeware. -  High quality and trend aware. -  Sizing ranges from 6 - 16

PRICE

PLACE

-  Higher than average price points placing them as mid-market on the high street.

-  Sell online as well as instore including ASOS, Very, Amazon, Figleaves and Zalando.com.

-  However do sell entry level products such as toiletries, makeup and perfumes etc at lower price points.

-  Sell in concessions such as House of Fraser, Debenhams, Selfridges and John Lewis.

-  From AW15 certain price points have been lowered, e.g. dress from £129 to £100.

PROMOTION -  Events and PR activities such as French Connection campaign launches, Friday Late Nights, Collaborations with Grazia Magazine.

-  Licensing with Boots, Specscavers, DFS and The Perfume Shop.

-  Stores and concessions collaborate with shopping centre’s to provide discount student ‘lock ins’ and Ladies Night events.

-  Concept stores located in major cities in central locations across the UK.

-  Advertising in magazines such as Elle, Vogue and Grazia. -  Use up and coming and popular music artists, models and actors in their photo-shoots.

APPENDIX 5 - SURVEY RESULTS What is your age?

0% 2% 6% 1%

Under 18 18-24

21%

25-34 35-54 55-64 Over 65 70%

Do you shop in French Connection?

46% 54%

Yes No

If you DON'T shop in French Connection, why?

3% 22%

18%

Don't like the style of the clothes 1%

Don't like the quality Priced too high Don't know much about the brand Doesn't suit my body shape

56%

If you DO shop in French Connection, why? Like the style of the clothing 9%

Like the quality of the clothing

2% 7%

Like the materials used in the clothing

38%

Good value for money

13%

Like the history of the brand Like the store layout 30% Like the makeup

What would encourage you to shop at French Connection more?

3% 20%

Improved customer service

22%

Sale

Events More aďŹ&#x20AC;ordable price points 10%

Improved quality of clothing DiďŹ&#x20AC;erent styles of clothing

44%

Do you follow French Connection on any social media platforms?

12%

2% No

Facebook

Twi3er Instagram Pinterest 74%

What other store do you buy your clothes from?

4% 13%

Topshop 29%

Marks & Spencer Ted Baker Mango Zara

29%

Urban Ou?iAers H&M

9% 11%

Would you say you were influenced by what staff are wearing in retail stores?

41%

45%

Yes No Some-mes

14%

Quantitative Research Method Survey 11/02/16 over three days 9 questions 100 responses To begin my research into understanding the FC consumer I sent out a survey via social media containing a range of questions, the main focus being on what consumers associate with the brand FC including those that do and don’t shop there. Over 70% of participants were aged between 18-24 years old, the next (21%) were 25-34

year olds, which are the age group that my re-branding project is targeting. Understanding how consumers see the brand was important when considering how it is perceived by the majority of consumers and their perception due to previous marketing strategies deployed by the company. Key words such as classic, sophisticated, expensive and high quality were chosen by the participants to describe how they see the brand, particularly ‘FCUK’ suggesting that consumers are well aware of the previous controversial campaign that the FC brand is so widely known for. To understand the opinions and motives behind those involved in the survey I found that 46% did shop in there with 54% not shopping in there. When asked why they didn’t shop in there (they were able to choose more than one answer) the majority said that the products were priced too high (79.63%) with a further 31.48% saying that they don’t like the style of the clothes. Despite this 25,93% said that they didn’t know much about the brand, the minority with 1.85% and 0% claimed to not like the quality or not like the materials suggesting that consumers understand how good the quality is however can’t quite justify the cost of the clothing. To those who said that they do shop in FC and why the majority commented the style of the clothing and the quality (88.89%) and a further 68.89% liking the quality. 31.11% chose that they shopped at the brand because they believed that the products were good value for money whilst the minority with 4.44% added that they liked the history of the brand and that was their reason for shopping there. This suggests that the consumer is aware of the good quality and style of the clothing however some may not be aware of its coloured and controversial history that made it so famous of its time. It is about showing the consumer that doesn’t shop in FC that the clothes are worth the money and that they can justify wearing them, and spend the money on them as they can be worn with more than one outfit. When asked what would encourage the consumers to shop at FC more an overwhelming percentage of 72% chose that there should be more affordable price points, unbeknown to a lot of consumers the price points have recently been lowered in FC so in terms of Marketing this is not an option, it would be developing their tactics and justifying to the consumer

why their products have multiple uses and will last a long period of time, making the money well worth it. 37% of consumers said that SALE would encourage them to shop at the store more, yet FC have done SALE twice a year for as long as the store has been open. Further to this 33% put different styles of clothing and 17% added events despite FC often holding events in store. Analysing FCs media platforms is important when understanding how to marketing strategies will be affected by this. When asked if consumers follow French Connection on any social media platforms 82% including those that shop in the store chose the option no, with only 13% following their Instagram, 8% following their Facebook, 6% on Twitter and 2% on Pinterest. When asked what other stores do consumers purchase their clothes from the majority with 82% answered Topshop with a further 77% choosing ZARA, brands such as Urban Outfitters and Mango were still over 30% whilst FC’s competitor, Ted Baker had 26%. Despite not all consumers buying their clothes from FC, understanding both customers and non customers buying habits and where else they like to shop was key to understanding why they pay the money for those brands and what they might offer that perhaps FC doesn’t. The purpose of the last question of the survey was beneficial in understanding if consumers are influenced by what staff wear in store and whether this should be something that needs to be covered in my marketing strategies, the majority with 45% added that they sometimes were with 41% closely following behind adding that yes they were influenced, a minority of 14% said that no, they weren’t influenced by what staff are wearing in retail stores.

APPENDIX 6 - FOCUS GROUP

Age? How long have you worked at FC for?

Participant 1

Participant 2

Participant 3

Participant 4

Participant 5

8 years

1 year 6 months

3 months

4 ½ years

1 ½ years

If you didn’t work at FC would you still buy the clothes?

Would buy the basics for the quality and the price is good.

I would buy more of the dresses than the everyday wear, because of the quality of the clothing and I would see French Connection as a treat/shop for special occasions.

Yes, me and my family previously shopped here and I like the styles and the quality of the clothing.

I think I would. I like the basic range that they do. But probably not the more expensive items, unless I thought that I could get a lot of wear out of it.

Yes because they are up to date and on trend but are also good quality and clothes that you can make an outfit with.

In your time at French Connection what significant changes have you noticed?

- Items have come in at cheaper price points such as tops £30 and under and dresses £80 and under. - Less use of silk fabrics in basic clothing. - More students shopping in FC.

- Expanding on ‘core styles.’ - Lower price points for dresses. - Less wool content in jumpers and knitwear. - A few more students or graduates shopping in FC.

- Colours and patterns change according to the season.

I think that each season there is an amazing collection, then a not so much collection. The sizing completely varies, never know what size I am from one item to the next. The buyers have realised that there is too much print and it doesn’t work so have toned that down.

The styles have changed each season to keep the trend for the right audience. The quality of the clothing is getting better each season but still has a good price range to attract the right customer.

Do you find that customers see FC clothing as ‘staple’ items for their wardrobes?

Yes, basics sell a lot due to this. The clothes follow the catwalk trends but appeal as you are not limited and can wear them all year round. A lot of the clothing can be easily worn the year after.

Some customers will come into store for key trend items, that can be worn once or twice however a key selling point for items is being able to style one item a variety of different ways.

Yes

The majority of our customers for the store keep coming back for the different colours in the basic ranges that we do. But some customers do come in looking for the items they can build their wardrobe around.

Yes French Connection is also good quality, we also have key pieces but then items that you can layer up and make an outfit up with.

What do you think are the most successful FC events that get customers into store and buying clothes?

- Ladies night - Stylist 20% off events.

- Stylist 20% off everything in store. - Ladies night which is a Meadowhall event. - Events where the store promotes other stores such as Yo Sushi and Hotel Chocolat as it attracts new customers.

- SALE. - Promotions however I think customers still come into store despite this due to the strong brand image and loyalty.

- Student lock in. - Ladies night. – These are both Meadowhall events. - Collaborations with other store, such as Yo Sushi give out 10% off cards and vice versa. - Stylist 20% off, customer that are signed up to our mailing list are informed of this.

- Promoting other stores such as Hotel Chocolat. This attracts other customers that wouldn’t normally shop in our store. - Stylist events and Ladies night.

What do you think would help in attracting more customers into store if lowering the price wasn’t an option?

More brand promotion, don’t see much in fashion magazines or TV shows.

To know the target audience, although its good that FC can attract a wide range audience, older ladies feel like our items can be too young and younger audiences feel items can be too ‘mumsie’. Decide on this and promote this through front of store visual merchandising.

Possibly offering more work wear clothing and smart wear.

More magazine marketing, not everyone picks up stylist as it is free. Look, Grazia etc would be better at targeting a younger consumer.

More events and advertising.

What do you think to the new campaign, bringing the controversial FCUK branding back?

Undecided. I think it will be successful, there is a lot of buzz on social media and in magazines about the ‘FCUK’ branding coming back into fashion.

I’m not overly fond of the new campaign, as its not targeted to our type of customers and doesn’t show how to wear the product practically unlike the other campaigns. Although this said the current product to date is very strong but only a limited selection is represented through the campaign.

I like the new campaign due to the 90’s feel and I think this will be successful as I think FC lost its identity in the past. With help of the renewed ‘FCUK’ tee’s, I think this will attract old customers and hopefully new.

I like the projecting idea on the buildings, this is very eye catching and I like the 90’s throwback feel. I don’t like the models used, I don’t feel that they portray the FC brand or look very ‘normal everyday girls’.

It is up to date and trying to invite new customers into our store.

Do you think that bringing the FCUK branding back will be successful in attracting a new audience?

A lot of customers remember it the first time around and don’t particularly want to do the trend again. Younger customers seem to react positively and hopefully it will attract them in. Personally I don’t think it’s the right way to go as the company is trying to be more premium.

It may attract a few new customers, more of a younger audience. However because FC do not have a direct audience that will be attracted to the ‘fcuk’ brand, it may not see a big increase in a new audience. As we have a wide target audience the older customers don’t approve of the ‘fcuk’ branding.

Yes, clear brand image. No, hearing comments from customers such as “I’d like that top if it didn’t have FC on it” however this is mostly for menswear.

My personal opinion is that it is good, I think it’s a talking point and will make people of a certain age remember when they got their first FC item. I think it will also be successful as long as its done right and not gone overboard.

Yes I think this is trying to attract a younger and new audience.

Qualitative Research Method Focus group 29/02/16 Five participants Prior to the focus group, the store manager was briefed alongside the assistant manager of the questions that would be asked and the collage of images that would be presented for the participants to write their thoughts and opinions on as a group. The main concern for them was confidentiality as they would be disclosing personal opinions on the brand and they didn’t want those sharing, therefore an ethics form and a research participant information sheet was provided to assure those involved where their information would be used and stored etc. Once explained as to what would be happening the participants were sat around a table in the staff room, a group of five current employees in a variety of different roles. This was important as some people had more experience with the brand due to their roles than others therefore would provide me with more knowledge and depth to my research. The purpose of the focus group was to understand the brand more and the best way to do this was through the staff, the staff who work with consumers everyday overheard their comments on the clothes, the store, the service and the clothing and although results could possibly be biased they assured throughout that they would be as honest as possible with their answers. Eight questions were asked of the participants, they were then encouraged to openly discuss and then write their answers, some were more vocal than others and some choice to listen before writing there answers. There are some limitations to this as some people were more opinionated than others and some seemed a little unsure of what to write in the beginning, because I anticipated this prior to the focus group I decided to use ‘ice breaker’ and softer questions such as asking for their ages, how long they had worked for the brand for etc. before delving into more opinionated topics. What was noticeable about the answers that were provided was that when asked if they didn’t’t work for FC would they still buy the clothes, the majority said yes because of the good

quality of the clothing. It was also useful to know what significant changes FC had recently been making in-store that I wouldn’t’t of known without asking a member of staff, for example the changes in pricing – bringing them down slightly to a more affordable price and extending certain ranges. What I did discover that I found really interesting and what progressed my project even further was when asked if customers see FC clothing as ‘staple’ items for their wardrobes the participants answered yes and that many of the consumers come back to buy the staple style items in different colours for their wardrobes as they know they can re-use them and style them with different outfits. In-keeping with my work-wear style shoot that is due to take place this shows how consumers are wanting to buy garments that are re-usable and despite the price because of the good quality are well worth the money. The success of the events that run in-store such as Meadowhall’s own ‘Ladies Night’ and ‘Stylist 20%” off evenings are apparent online and in-store and the staff highlight that those two events are what bring them mostly in, more so than actual SALE itself suggesting that there is not much room for improvement and that this current strategy doesn’t need changing in anyway as of yet as there are other pressing things for the store than need tweaking and changing. The purpose of the FCUK targeted questions was not to influence my own project but to understand what the staff think, as it was noted in my tutorial staff of stores are in the ‘now’ as oppose to the future, therefore asking them about branding and advertising strategies and for their opinions would not be relevant as their thought process isn’t for the future of the brand and although they may have an opinion it is not necessarily correct with the proper research conducted and points proven. The final stage of the focus group was to present the participants with a selection of images that have been used as inspiration for my project, the participants weren’t aware of this however they were asked to discuss openly the images and what they thought if about it and if it would work for FC branding. The initial reactions were positive and after a few minutes

the participants began writing on the sheet, adding that they like the style and the use of the ‘fcuk’ branding. Despite again not wanting to be influenced by what the staff think of the campaign the main purpose of this was to see how interesting it was to them, the participants of the focus group are still essentially consumers and by not telling them that this was actually my idea for my FMP avoided them feeling biased and saying that they liked it when they actually didn’t. The majority were really interested and said that they remembered the images after initially viewing them, which proved useful to know. A few participants did add that they weren’t keen on the more artistic images, however again it is worth remembering that predictions for SS17 showcase more artistic images and things to catch the consumers eyes more. Overall I found the focus group really interesting and the interaction was vibrant throughout, because the participants knew one another it was also a little more relaxed and although five people is quite a small number for participants I felt as though it was enough for the questions asked and how easy it was for me to note down their reactions. If I was to conduct a further focus group it would be with some consumers to again compare the different range of answers, for now to progress the project further the answers will be compared with those from the current consumer survey conducted and a planned survey in order to understand the buying habits of consumers and what the staff consider to be the consumers thoughts on products.

APPENDIX 7 - SURVEY RESULTS What is your age?

0% 4% 13% 31%

18-24 25-34 35-54 55-64 Over 65

52%

What Social Class would you consider yourself to be in?

0% 29% Working Class Middle Class Upper Class 71%

What is your yearly income?

Under £12k

1% 3% 3% 3% 13%

£13k-£19k 23%

£20k-£26k £27k-£33k £34k-£40k £41k-£47k Over £48k

54%

What do you enjoy doing in your spare time? Shopping 15%

0% 0%

Reading 23%

Browsing Social Media/Websites Watching TV/Film

Cooking 11%

Fitness/Exercise

15%

Photography Gigs/SporJng Events 28%

What motivates you in life?

10% 1% 32%

16%

Friends Family Status Wealth

Holidays Inspira=onal People 32%

Do you have an interest in fashion?

22% Yes No Some.mes

8% 70%

What is your preferred method of shopping?

Online In-Store 39%

54%

Click & Collect

Where do you usually shop for food? Marks & Spencer 1% 10% 5% 2%

Aldi 5%

14%

Tesco Morrisons Sainsburys 27%

Asda Waitrose

25%

Market

11%

Lidl

Which digital platforms do you use most often?

11% 8%

1% 25%

Facebook Twi3er Instagram

Snapchat Tumblr 22%

29%

Pinterest Youtube

How often do you use online digital platforms?

0% 6% 0% Hourly Daily

26%

Weekly Monthly 68%

Yearly Never

Quantitative Research Method Survey 06/03/16 over five days 100 responses Featuring 10 questions linked to lifestyle, the purpose of the second survey was to understand consumers shopping behaviour in more depth. To gain the most insight and variation of answers from the participants the survey was sent out via social media and through email to participants with an interest in shopping and the high-street. The majority of those answering the survey were between 18-24 (31%) and 25-34 (52%) with 71% of participants considering themselves to fall into working class category with a further 29% choosing that they considered themselves as middle class. Social class seemed to affect where people shopped for food and provided varied results, for working class (71%) and (29%) for middle class, the majority was Sainsbury’s (25%) and Tesco (27%) with Morrisons and Asda following behind with under 14% each. Variables that can affect this may also not be due to social class but convenience, where the stores are located and what is easier in terms of lifestyle choice for the consumer. In terms of yearly income the majority of participants with 54% answered £20k-£26k suggesting professional or graduate roles, however a factor that will soon affect these statistics is the rise of minimum wage for workers over 25 from April 1st which could be beneficial in providing some

consumers with more disposable income to spend on luxuries such as clothes, food, leisure etc. Understanding what consumers did in their spare time was key to deciding on where advertising should appear to achieve a successful campaign, 78% picked browsing social media and websites and a further 64% chose shopping suggesting that the best and most effective way of targeting consumers could be through digital platforms and on particular bus routes to major cities and shopping centers where an advertisement could be placed on a billboard. An overwhelming majority at 70% said that they did have an interest in fashion however were split on their preferred method of shopping, despite in their spare time choosing to browse social media and websites 39% of participants still added that they prefer to shop in-store. With 54% opting for online and a small 7% choosing click & collect, this suggests that shopping online is more convenient for consumers however a lot of consumers still enjoy the in-store experience so when considering marketing tactics this needs to be considered. Understanding consumers motives when shopping and using social media platforms was key to developing the digital aspect of marketing, what was interesting was that despite the rise of new social media platforms the majority of consumers between the age groups still used Facebook (64%), Twitter (56%) and Instagram (73%) the most often as oppose to Youtube, Tumblr and Snapchat which were all under 20%. Pinterest was slightly higher at 27% suggesting that consumers are more interested in certain visual platforms but not others to interact with. As users have grown more attached to the digital world it was not surprising that the 68% of participants chose that they used digital platforms hourly, with a further 26% choosing daily. This is key to considering the amount of content that should be posted on social media accounts to keep consumers involved and interacting with the brand.

APPENDIX 8 - OBSERVATION IN/OUT

DETAILS

Male + Female both in their 30’s, shortly looked at window display before entering store, no bags.

OUT

Male, 30’s, one French Connection bag.

OUT

Male + Female, early 30’s, one French Connection bag.

Female + Male, late 20’s, no bags.

OUT

Female + Male, late 20’s, no bags.

Male, early 30’s, no bags.

OUT

Male, early 30’s, no bags.

Female late 40’s, Female early 20’s, no bags.

Male + Female, early 20’s, no bags.

OUT

Male + Female, early 20’s, no bags.

Female, early 20’s, no bags.

Male + Female, late 40’s, no bags.

Female, late 20’s, with Urban Outfitters bag.

OUT

Male + Female, early 40’s, no bags.

Female + Female, early 20’s, no bags.

Male + Female, early 30’s, no bags.

Male + Female, mid 30’s, Jack Wills bag.

Male + Female 25+, no bags. Male, late 30’s, no bag.

Female, late 20’s, Urban Outfitters bag.

IN/OUT

DETAILS

Female + female, late 40’s, no bags but two trollies.

Male + female, mid 40’s, no bags.

OUT

Male + female, late 20’s, no bags.

Male + female, early 50’s, no bags.

OUT

Female, + female, late 40’s, no bags but two trollies.

OUT

Male + female, mid 50’s, Monsoon bags.

Female + female, early 30’s, River Island bags.

Male + male, early 20’s, no bags.

Female + female, early 20’s, no bags.

OUT

Male + male, early 20’s, no bags.

OUT

Female late 40’s, female early 20’s, no bags.

OUT

Male, 30’s, with a Reiss bag.

Female, mid 30’s, no bag.

OUT

Male + female, early 30’s, River Island bags.

OUT

Male + Female, mid 30’s, Jack Wills bag.

Male + female, late 30’s, Topshop bag. Male + female, 40’s, no bags.

Male + female, late 20’s, M&S bag. Male + female, early 30’s, with Victoria’s Secret bag.

Female + female, mid 20’s, no bag.

From this position I was able to view both doors clearly and analyze those walking past the store as well as those entering and exiting.

Current window displays for the FC Leeds Store.

Qualitative Research Method Observation 13/03/16 FC Store, Leeds 12-3 In understanding the types of consumers FC are attracting and their age groups I decided to conduct observational research by sitting outside the Leeds store on a Sunday afternoon during the busiest hours an hour after opening and two hours before closing. Whilst conducting my observation it became apparent in the beginning that analyzing the types of clothing that the consumers walking into the store would be wearing would prove difficult, due to it been a colder day the majority of people were wearing large coats and scarves which were covering up their outfits. The age ranges between those entering and exiting the store were between early 20’s up to mid 50’s and often each consumer that entered the store was accompanied by someone of the same or opposite sex, rarely on their own. What was noticeable immediately during the observation was that only a few people over the three hours actually looked at the window displays before entering the store, this also included passers by who didn’t actually enter the store themselves. This could suggest that the store window isn’t serving its purpose of being and eye catching advertisement of the brand and isn’t exciting consumers enough to entice them into store to view the full collection. The brands of bags that consumers were holding when entering the store were stores such as Jack Wills, Victoria’s Secret, Topshop, Zara, Reiss and M&S suggesting key competitors to the brand. However this did also have its limitations as due to the 5p bag tax that was introduced in October 2015 has meant that consumers now have to take their own shopping bags into supermarkets and retail stores to carry their goods otherwise must pay 5p for one of the stores own plastic bags. Despite FC offering their own branded free paper bags when customers purchase an item from store it could be assumed that not all customers would be inclined to accept one of these if they had brought their own bags with them. Therefore it was hard to determine who had purchased items from the store, especially as a few consumers that entered the store were holding shopping carts.

With my visit being conducted on a weekend I found that although it being a little busier than it would have been in the week due to the shorter opening times, there seemed to be more people browsing with their partners and friends as oppose to visiting the store for a specific purpose. To further my observation and brand development it would be useful to conduct another method of research during the week for a longer period of time to develop my research and understanding. In addition to the consumers entering and exiting the store, it was important to observe those walking past and in the area, it was noted that a young male walked past the store with an older male and female, assuming that they were his parents, and he shouted and pointed to the store, “FCUK!” as he passed by. Suggesting that not just the older generation that remember the brand during its more controversial time in the late 1990’s branding of FCUK, but also the younger. Throughout the observation it was hard not to make assumptions, whether it be the age of the consumers entering the store, the purpose of their visits, who they were visiting the store with or whether or not they had purchased something from the store. However it was useful in understanding the footfall of the store and how its location, being on a main street in Leeds and very central, did not in fact contribute to its sales or the window being noticed anymore due to its positioning – ultimately suggesting room for improvement.

APPENDIX 9 - UK CONSUMER CONFIDENCE GRAPH

Figure 2

APPENDIX 10 - MARKETING MIX MAIN COMPETITORS

APPENDIX 11 - INSTAGRAM TARGET FIGURES

APPENDIX 12 - AIDA MODEL

APPENDIX 13 - FACEBOOK TARGET FIGURES

APPENDIX 14 - TARGET TWITTER FIGURES

APPENDIX 15 - MOCK-UP WINDOW DISPLAY

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APPENDIX 16 - //1 PRESS RELEASE FCUK WHO? - FOR IMMEDIATE RELEASE You may remember me from the late 90’s, a controversial, outspoken yet undeniably recognizable slogan on every other t-shirt you saw, well now I’m back like you could of never of imagined. However, you won’t be recognizing me for the highly disputed (but pure genius) 90’s slogans, you’ll be recognizing me for the classic blouses, the flowing culottes and an array of well-shaped skirts available in a variety of colours that will flood stores across the UK from 01st February 2017. So what are you trying to say I hear you ask? Here’s a clue… keep your EYE out, more is yet to come. But for now, enjoy the changes, we are, and its FCUK-ing great.

- ENDS Press Contact – Rachel Young pressoffice@frenchconnection.com 020 7036 7200

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APPENDIX 16 - //2 PRESS RELEASE EYE EYE! - FOR IMMEDIATE RELEASE -

We often find ourselves submerged in our day-to-day lives, not really paying much attention to what is going on around us. Its times like these that we should of opened our eyes, taken in our surroundings and found something that makes our hearts flutter that little bit faster. French Connection presents to you the opportunity to ‘Open Your Eyes To FCUK’, a fast flowing, undoubtedly creative and unique campaign for SS17. Offering a range of staple items for that working wardrobe, the French Connection woman may never struggle to co-ordinate her outfit ever again. From free flowing blouses, to crisp pastel suits, the collection will be available in-stores and online from the 01st February 2017. Keep a look out, keep your eyes peeled and don’t blink or you’ll miss it!

- ENDS -

Press Contact – Rachel Young pressoffice@frenchconnection.com 020 7036 7200

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APPENDIX 16 - //3 PRESS RELEASE ITS ALL ABOUT THE #EYEFCUK - FOR IMMEDIATE RELEASE -

What better way to celebrate the new SS17 Open Your Eyes To FCUK campaign than with a competition? From the beginning of February right up until July 31st members of the public are invited to participate in monthly competitions that will be taking place on Instagram and Facebook. As the Facebook competition is set to be revealed all the focus is on Instagram and to be in with the chance of winning a £500 French Connection gift card all you have to do is unleash your creative side! Whether you paint it, draw it, stick it French Connection wants you take a picture of your best eye, tag French Connection’s IG, then use the hashtag #eyeFCUK to be entered. Competition winners will be announced at the end of the month. With the opportunity to treat yourself to a new summer wardrobe and giving French Connection your best eye *wink wink* there’s no excuse not to get involved! Overall - ENDS Press Contact – Rachel Young pressoffice@frenchconnection.com 020 7036 7200

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APPENDIX 17 - //3 PRESS PRE-LAUNCH SEND-OUT LIST

APPENDIX 18 - BLOGGER SEND-OUT LIST

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Contributors Photographer - Nabila Burija

Studio Videographer - Camille Garratt-Simpson

Models - Ewelina Wronska, Sofie Woolfstein and Autumn Palmer Location Videographer - Padraig Mac Anraoi & Annie MacSorley

Makeup Artists - Katriona Kongialis, Laura Copley & Rosie Jones Illustrator - Sophie Ward

Styling Assistant - Summer Crossland

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