EFMM6006 ASHLEIGH CUSACK STUDENT NO.1306330 INTEGRATED MARKETING STRATEGY STRATEGIC IMPLEMENTATION & CAREER PLANNING
CONTENTS
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MARKETING PLAN PRESS RELEASE LAUNCH EVENT GUESTS & MEDIA BLOGGERS GIFT BOX ADVERTISING WEBSITE & APP BLOG & SOCIAL SALONS COSTS
“I’m not trying to do something different, I’m trying to do the same thing but in a different way” - Vivienne Westwood
MARKETING PLAN
In order to gain the most exposure possible for the new lingerie line a multichannel marketing plan will be implemented in the time leading up to the release of the range. Marketing will include a launch event to take place shortly before the line becomes available for purchase. The event will culminate in a speech from a representative of Greenpeace, with whom one the Venice collection relates closely. In attendance will be a host of online and print media who will have already been targeted to feature the new line in their publications. Victorious will also use social media including Twitter, Facebook, Instagram and Snapchat along with a blog to draw as much interest into the brand as possible. Special events and teaching salons will provide an experiential aspect to the marketing and will add an extra USP to the brand. Provided it is successful the marketing campaign will ensure maximum awareness of both the brand and the lingerie extension. This will not only promote the new line but also renew any perceptions of the current product offer.
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PRESS RELEASE
July marks the coming of a brand new concept from Vivienne Westwood. Following on from her already successful clothing, accessories and jewellery lines we will soon see a brand new line of lingerie. Bold patterns and prints with a distinct British edge mix tradition and experimentation and set this new line apart whilst still allowing comfort all day and night. Vivienne’s newest venture sees a look back to her classic corset designs with an entire collection of lingerie and intimates designed to empower women of any age. Three collections make up this new line; Portrait: A look back to the 1990 Portrait Collection which included iconic shapes and styles including corsets and renaissance themed imagery, Anglomania: Built around the bright, in your face punk designs Vivienne is renowned for and Venice: Styled on carnivals and mystery with a hope to save the world. Victorious aims to help fight climate change following on from the ‘Mirror The World’ SS16 Collection aimed around saving Venice and the world. All profits from the Venice collection will go towards the Greenpeace Save The Arctic campaign. As for the designs, you’ll have to wait to see but for now expect a brilliant selection of Bras, Knickers, Bodysuits, Robes, Slips and Corsets with bra sizes running from 30A to 36E. Victorious by Vivienne Westwood will be available for purchase in store on Saturday the 15th of April with a special online preview on Friday the 14th of July.
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LAUNCH
The new line will be introduced to a select few bloggers, editors and fashion giants at a special launch event almost a week before the line is released to the public. Online and print media will be in attendance at the launch along with bloggers, in order to get the range as much publicity as possible in the run up to the release. The launch will be held in the new Victorious by Vivienne Westwood lingerie store on New Bond Street and will preview the entire collection along with a special guest speaker from Greenpeace, who will speak about what the Venice collection means for the awareness of climate change.
“A product launch is one of the most important events that any company can undertake. It is your product’s debut into the world and marks the historic occasion where your product will finally become available to your customers.” - Collective concepts, 2016
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Average age of readers is 35 65% are ABC1 23.5 million readers
55.2% of readers are within 18-34 range 45.8% within 25-49 range 5,168,000 readers
50% of readers are within 18-34 range 37% within 35-54 range, 21% are 50+ 10,329,000 readers
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Average age of readers is 36 66% of readers are ABC1 5.3 million readers
GUESTS & MEDIA
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In attendance of the launch will be a number of bloggers, journalists and pre-existent fans of the Vivienne Westwood brand. Publications will be invited in order to kickstart communications with these contacts with the hope of being featured as heavily as possible in future publications such as Vogue, Elle, InStyle and Marie Claire (to name a few). With a collective total readership of over 44 million, any feature or mention in these publications would be ideal to promote the new line. These guests make up the exact target media Victorious products want to be featured in. The launch should begin to build relationships with Victorious for publications who are already used by Vivienne Westwood. Due to a target age range not existing, any and all UK fashion magazines are relevant to reach the correct consumer, however it is important to feature in a range of magazines with audiences of various ages.
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BLOGGERS
Lingerie bloggers will also be invited in order to spread the word to consumers in a way they will trust and respect. Blogging is fast becoming one of the best ways to market products as “blogs have been rated as the 5th most trusted source for accurate online information” (Hubspot, 2015) which puts them way above adverts, which are generally seen to be misleading. Bloggers are very likely to post about the evening afterwards therefore mentioning the line, their favourite collections and garments and also the charity aspect. Upon a purchase from the brand, bloggers would again write about the lingerie and the brand. These posts would hopefully include great reviews, influenced by their positive view of, and connection to, the brand.
“Blogs are now the third most influential digital resource (31%) when making overall purchases” - Social Media Examiner . 2013
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EVENT GIFT BOX
A gift box will be given to all those in attendance in the hope that this will endear them to the brand and will get people talking, not just about Victorious but also Vivienne Westwood in general. Bloggers invited will also be encouraged to take these items home and talk about what was included, along with writing about the evening they experienced. The box will include the aptly named Boudoir perfume along with a Vivienne Westwood portrait scarf which both closely relate to the new line. Along with this a special smaller version of Vivienne Westwood’s self titled book will also be given. This is included in order to maintain brand synergy carried through from the main lines to the lingerie line. The contents of the gift box equates to around £100 and should bring in enough interest and return custom to more than make up for this loss.
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ADVERTISING
The images in the Victorious by Vivienne Westwood campaign will differ hugely from most other luxury (and high street) advertising. The images used will feature older models and realistically styled shots. To the left is an example of how Victorious lingerie will be featured within the campaign. The advertising campaign will comprise of print and online channels but will mostly be centred around magazine features and celebrity endorsement. Vivienne Westwood uses minimal advertising streams due to her already strong brand image and consistent sales. This will be followed by Victorious, with campaigns being publicised through fashion publications and on popular blogs and websites without going overboard with mass market advertising. The publications in which Victorious will be advertising are the same as those who will be in attendance at the launch party meaning the connections with these people will be consistent from the out-set.
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“We are the only UK model agency dedicated to mature 35+ models. Our models are elegant eccentric confident stylish and determined, competing for fashion, catwalk, editorial, lifestyle, advertising and promotional commissions. We lead by in-house promotional campaigns that place our models in context with the coolest hippest brands on the high street.� - THE GREY MODEL AGENCY 14
FLAT-AGE
Victorious by Vivienne Westwood’s marketing is set apart from that of other lingerie brands through it’s innovative look at it’s target consumer and using them in the marketing of the brand. With a flat-age approach to consumers, all women regardless of their age will be appealed to. This is reflected in the marketing which features older women alongside younger models. One such model is Sara Stockbridge, a model known for working with Vivienne Westwood in her younger years. Sara is now 50 and an ambassador of “Grey Model Agency” a specific model agency which represents older female models, some of whom will also be used in the campaign.
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THE WEBSITE
The Victorious website (www.victoriousby viviennewestwood.com) will be crucial in drawing in customers to the brand by allowing women to access the brand at any time convenient to them. The website of course also allows customers to browse and consider their purchase for longer than they could in a store environment. This is an essential sales channel to go alongside the boutique with 40% of women having bought underwear online in 2013 (Mintel, 2014). Being online improves visibility and creates an interest which attracts more potential customers to the brand.
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PHONE APP
The Victorious app will comprise of almost the exact same content as the website but with a more simple design for ease of use on a phone or tablet. Users will be able to browse and buy as well as track and manage their orders on the go. Along with this there will also be contact information and an ability to call in with any queries through the app together with a store location finder. The app will be free to all and will offer special content available only to app users in order to encourage customers to download.
“A mobile app marketing strategy can complement a brand’s offline experience, drive e-commerce, or simply help connect a brand with its loyal customers.” - THINK WITH GOOGLE, 2015
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“Companies who blog receive 97% more links to their website” - HUBSPOT, 2015 20
VICTORIOUS BLOG
Made to appeal to the younger of Victorious’ customers, the blog will endear itself to these tech savvy consumers and will integrate the brand into their lives. This is a great marketing tool for Victorious as “companies who blog receive 97% more links to their website” (Hubspot, 2015). Once customers are on the website it is likely these views will translate into sales. This blog will feature exclusive content regarding Vivienne Westwood, the Victorious sub brand, lingerie and anything relevant to body image and women’s rights. It will also give customers and fans updates on the Save Venice campaign which has influenced both the main Westwood line and Victorious. Exclusive interviews with Vivienne, celebrity fans and lingerie bloggers will add a more personal level to the blog. Special events will be posted onto the blog to give followers a reason to check the page regularly.
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Social media allows a business to promote and market its own brand, with 46% of customers using social media as a primary source in their purchase decisions.
SOCIAL MEDIA
- (digitalmarketingmagazine, 2014)
Victorious by Vivienne Westwood will promote itself through multiple social media sites including facebook, twitter, instagram and when special events are happening; snapchat. Each social media page will include a link to the website and will alert fans to when new products are released and when a new blog post is written on the Victorious blog. Both Instagram and Snapchat will post fun behind the scenes style images and videos in order to immerse fans in what Victorious is doing day to day and endear them to the brand.
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“An immersive in-store experience is acknowledged by retailers as increasingly important in the face of online and, particularly, mobile retailing”
EXPERIENTIAL
– Fashion Retail 2014 Report
The Victorious flagship store on New Bond Street will be home to a basement used to host ‘salons’ in which customers will be able to learn new skills to use in the bedroom. These sessions will be held on a monthly basis to begin with and each will feature teachers who have specific experience in these skills. An example of this is the Japanese rope bondage classes which will be taught by an expert in the art in order to ensure a level of quality (along with safety) to the teachings. Priced between £90 and £150 the evenings will also feature a bar with free drinks and discounts on all the collections which should add a further incentive to attend. Consumer’s will then be able to post their experiences on to their social media accounts which will increase brand visability.
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£82,625
£765,120
£55,477
WEBSITE
ADVERTISING
APP
£903,222 TOTAL COSTS
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COSTS
By limiting advertising purely to fashion and lifestyle publications, the brand would be looking at an estimated total of around ÂŁ765,120 per year spent on advertising. Targeting the exact consumers Victorious aims for should mean this cost is a worthwhile investment. High app and website costs are mainly due to the number of features and high level of design needed. These two aspects would total to around ÂŁ138,102 with very little ongoing costs for maintenance. These costs are essential for the brand.
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