Marketing plan WST / We started this

WST client report

Made by Aino Soukko, Sofia Fl책rback, Frida Andersson and Julia Johannsen

How does WST enter the Swedish market?

WST is an online store selling quality second hand clothing at www.wst.fi. The company wishes to redefine the concept of second hand by making it an attractive alternative to buying new. At wst.fi, shopping for second hand clothing is made inspirational, easy, and trustworthy. All the items are hand-picked and carefully inspected to ensure good quality.

THE TARGET GROUP in the Swedish market is aware, fashion-forward people with a slightly higher income who gladly shop clothes online.

THE MISSION is to enter the Swedish market by communicating that WST offers one of a kind high quality second hand clothing with a unique expression.

MAIN TRENDS

Higher demands on service

Second-hand

Online shopping

Sales of second-hand clothing

increased in Sweden between 2011 and 2013

WHY DO PEOPLE BUY SECOND-HAND?

Eco-thinking

Willingness to pay more for unique products

Online shopping

within the industry increased between 2011 and 2013.

WHY PEOPLE DON’T BUY SECOND-HAND?

What does the Swedish market look like?

As shown above, second hand shopping is a growing trend in Sweden. Our research shows that there is a wide audience with different income that buys second hand. Most of them live in bigger cities and have a common interest for fashion and unique garments.

Designers, artists and bloggers choose to by second-hand clothing more often, witch contributes to an increased trend in the industry. People are willing to pay more for unique pieces that satisfy their needs.

As well as second hand shopping, shopping clothes online is becoming more popular in Sweden. Both men and women shop fashion online and the group between 25-44 years shops most frequently. This age range is the most appropriate segment for WST since they’re often highly educated and therefore have a

higher income and because WSTs’ price level is somewhat higher than competitors’. Today the Swedish customers have a high demand for service, staff competency and corporate social responsibility. Those who manage to combine product sales with suitable services, and by this way satisfy more demanding customers, are those who succeed.

The fact that both second hand and online shopping are growing trends in Sweden makes WST:s entrance on the Swedish market very promising.

“Besides the primary target group, a secondary target group is people who have an environmental interest and values second hand shopping. This group will also be affected by our marketing campaign.”

THE SWEDISH MEDIA CONSUMPTION IN 2012

THE MASS MEDIA USAGE AMONG AGE GROUP 25-44

CULTURAL DIFFERENCES Our research has shown that there are no significant cultural differences between the Finnish and the Swedish market. This means that Finnish marketing techniques and ideas can be used in Sweden as well.

COMPETITORS ON THE SWEDISH MARKET The number of second hand stores and online shops has increased over the last few years. On the Swedish market there are numerous second hand stores, most of them are charity stores, where they receive and sell all kinds of clothing. Some examples are Myrorna, Erikshjälpen and the Red Cross. One online second hand store in Sweden is Tradera.se, which is very similar to

Ebay. However, these shops differ from WST, which aims for another target group because they have a higher standards in terms of quality and fashion.

There are several online stores in Sweden and one of the biggest one is Nelly.com. WST has a similar style and price range as Nelly.com but because WSTs’ clothes are second hand and unique the company still stands out.

The biggest competitor on the Swedish market is Beyond Retro that sells clothes both online and in stores in Stockholm, Gothenburg and Malmö. They do however have a different image from WST. Beyond Retro focuses on a retro style on their products while WST is perceived as high fashion and high quality brand.

WST has a photoshoot with Swedish bloggers

Bloggers inform their readers about the pop up store

WST

Pop up store creates media attention

POP UP

Sneak peak of the photos on their blogs

Pop-up store What? The first step is to launch a pop-up store to introduce WST with a high impact. Together with the pop-up store the intention is to be visible on the streets in other ways, such as guerilla marketing (see further below).

Where? The pop-up store will take place in Stockholm, which is the city with the biggest interest in second hand.

When? The Stockholm culture festival. During the six days in August, the city is full of people open to experience new things and are ready to get inspired. In our marketing research we found out that the target group is most likely interested in design and culture in general and therefore can be easily influenced. By connecting the the launch of the pop-up store to this kind of a popular event increases the number of visitors. It also allows some free marketing through the culture festivals’ own channels: apps, event brochures etc. Last year the Stockholm

culture festival had 750 000 visitors.

We believe that it’s not beneficial for WST to have the popup together with a fashion event (e.g. Stockholm fashion week). The competition is way higher at these events and the same impact is hard to achieve.

Why? To create awareness in media and among the people with impact, in relation to the target group. Due to the low marketing budget it’s beneficial to find ways to create media interest - do something fun that people are willing to share. We have some ideas how to attract suitable bloggers and other actors to the shop (see below). Word of mouth.

The pop-up event is also a way to communicate what WST is all about - an interesting and inspirational second hand shop, with the right attitude and soul. Pop-up stores are not very common in Sweden so the effect is even more powerful.

Blogger writes about My second hand treasure and links to the website

MY SECOND HAND TREASURE

The Swedish target group are now aware of WST

Internet campaign What? The stage two is to launch an Internet campaign.

The main purpose of this campaign is to communicate that WST has a different approach for selling second hand compared to the competitors.

Most people associate second hand with something “smelly” and worn-out. This is the opposite of what WST stands for.

In order to show that WST only sells high quality, unique and hand-picked garments the campaign will be called “my second hand treasure”. The campaign will communicate the feeling of how it’s like to find a unique piece that you know you are going to have a life lasting relationship with.

Choose well, buy less. “My second hand treasure” aims to change peoples mind about second hand clothing as well as create an awareness among the Swedish customers.

Why? “My second hand treasure” is a collaboration with guest bloggers, musicians and designers. Our idea is to let famous Swedish people choose their own favourite piece from WST:s collection, a potential new “life lasting partner” and have a photoshoot with it. In order to create more value for the customers and to make the website more genuine, the bloggers will also present another second hand favourite from their own wardrobe. They will also make an inspiration board on Pinterest where they combine the new sec-

ond hand treasure form WST:s collection with other pieces and highly aesthetic inspirational pictures.

The photos will be taken in a suitable environment and have a high fashion look. The bloggers will publish the photos of themselves on their blogs and attach a link to the campaign site. They will also write about the pop-up store. The campaign site will be updated frequently with new photos of different famous faces with their second hand treasures. Updating the site with interesting content for the target group attracts customers to the page more regularly and thereby creates foundations for a stronger relationship with WST. We are going to use famous Swedish faces and personalities that fits WSTs’ expression and style. A collaboration with them will benefit both parties and act as a natural link between their blogs and wst.fi. Bloggers will be our main source to attract people to the campaign but also banners on suitable websites (Tradera.se) and magazine advertising (Metro Mode) will be used as a complement.

When? The meaning is to combine these steps together to achieve the most efficient entrance to Swedish market. If the budget or the time frame doesn’t allow this, it’s also an alternative to run the campaign on its own.

Details

Elsa Ekman

Hanna Ellen Stefansson Claesson

Ulrika AndĂĽker

Ingrid Wenell

Isabelle Pedersen

blogs under the domain elsaekman.se and the portal spotlife. She lives in Stockholm and work as a model and a blogger. Her popular instagram: @elsaekman has 30 000 followers.

is a 26-year-old girl named Hanna Stefansson who lives in Gothenburg and works as a PR-consult and stylist. Blogs under the portal Elle.se and has an Instagram @hannastefansson with 15 000 followers.

is 30-year-old journalist who lives in NorrkĂśping. She blogs under the name corelle and has around 14000 readers a week.

is a 26-year-old photographer and writer who lives in Stockholm. She blogs under the domain fashionvein.se

blogs under the domain isabellepedersen.se and is a 31-year-old girl who lives in Stockholm. She works as a singer, actor, photographer and writer.

is a 22-year-old girl from BorĂĽs who lives in Gothenburg.

Blogs under the portal Metro Mode and have a Instagram with 20 000 followers @ellenclaesson.

BLOGGERS The bloggers will be our main source for promoting WST, the pop up-store and the Internet campaign. We have chosen bloggers who are interested in second hand and have the same kind of aesthetics and image as WST. Instead of the most known bloggers we have chosen the ones that are upcoming and might see the cooperation with WST as an attractive alternative. By cooperating with WST they can increase both the number of Finnish and Swedish readers.

The bloggers will be invited to a photoshoot where they will be photographed with their second hand treasure from WST:s collection. The bloggers will publish a sneak peak of the photos on their blogs and inform and promote the upcoming WST pop-up store.

PROMOTE THE POP-UP STORE The idea behind the balloons is that they will be placed on the same spot that the pop-up store later will l take place - to indicate that something is going to happen soon. Balloons will also be placed in the nearby area during the pop up store to guide and attract people to visit the shop. Pop the balloon and find a voucher that gives you a 25% discount in the pop-up store!

Front side page 1

Front side page 2

Back side page 1

Back side page 2

Voucher inside the balloon

INVITATION To promote the Pop up-store we will send out an invitation to people in the fashion industry, journalist and bloggers. Our selected bloggers will also write about the event on their blogs and other social forums to create media awareness.

THE CONNECTION The price tags are unique for every garment. It will show a QR-code that the customer can scan and find matching pieces at wst.fi. This is to connect the pop-up store with the website.

GIVEAWAY

25% on wst.fi use the code: wstsweden

The customer will receive a hanger with WSTs’ logotype to remind the customer about WST every time she opens the wardrobe. The customer also gets a 25% discount on the website.

INTERNET CAMPAIGN

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Blogger presentations.

Pictures of the bloggers with their second hand treasure and a short story behind it.

The bloggers presentation will be clearly linked the their blogs and social media accounts.

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www.wst.fi westartedthis@wst.fi Bit, susa essitatempos

Contact.

Links: https://www.flickr.com/photos/salty_soul/5473905684/in/photostream/ https://www.flickr.com/photos/robnas/9032993909/in/photostream/ https://www.flickr.com/photos/seanjc/6117988077/in/photostream/ https://www.flickr.com/photos/justjeanette/5272645381/sizes/o/