LAUNCH PLAN----------------------------------------------------------------------------------------P

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The new launch and implementation of sustainable swimwear to H&M’s Conscious and Conscious Exclusive line will fill the market opportunity and will be a competitive advantage compared to its main competitors such as Zara, Mango, and Gap.

The launch of the collection will follow its normal Conscious and Conscious exclusive launch, being in April. It will be perfect for Spring/Summer 2020. As H&M is a fast fashion affordable brand, the launch plan will be mostly focused on internal preparations, as there will be no show or pop-up store do the the collection being small. There will however be press release

In yellow, are the key activities which are highlighted upon in the following page-114.

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CAMPAIGN VIDEO WITH MODELS

A campaign video will be shot for the brand’s social media promotion. • Youtube- teaser & full video • Instagram- clips & teaser • Facebook- teaser & full video

Models: Alicia Silverstone (vegan/sustainable activist actress & author), Emma Watson, Gwenyth Paltrow, and Miley Cyrus (famous women of a wide age range)

CAMPAIGN VIDEO REGARDING SUSTAINABILITY

A campaign video to showcase H&M’s sustainable and transparent efforts.

• Recycled program for recycled textiles • Workers conditions • Plastic pollution

TARGETED ADVERTISING

• Social Networking Ads (Facebook, Instagram, Twitter)

• Search Engine Ads

SOCIAL MEDIA INFLUENCER POSTS

For the model celebrities mentioned above (who care and promote causes) and micro-influencers to communicate the launch of the Conscious swimsuit line with Instagram posts of them wearing the pieces (which will be sent for free). Josie Clough Photograher of Sports Illustrated Magazine

Shot in the H&M studio as well as on a beach

SOCIAL MEDIA INFLUENCER STORIES

For celebrities of a larger recognition (who care and promote causes) and micro-influencers to communicate the launch of the Conscious swimsuit line with Instagram stories of the pieces (which will be sent for free).

KEY ACTIVITY PLAN:

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POST ON OWN MEDIA CHANNELS

H&M promoting the sustainable swimwear pieces on their own media channels (Instagram, Facebook, Youtube, website, and app). By reposting consumers and/or models.