BRAND ANALYSIS & Other Stories is the newest addition to the H&M group, launching in 2013 in Stockholm.(about.hm.com) They are a fashion and beauty brand offering women a wide range of clothes, shoes, accessories and beauty products to build themselves a unique image. The brands 45 stores around the world, offer collections they’ve built to inspire stories. (about.hm.com) & Other Stories pride themselves on their values of sustainability, finding the most energy efficient and sustainable way to run the company and the manufacturing of their products. In- store, They provide a recycling programme for beauty packaging, allowing consumers to be more sustainable also. The brands sole purpose is to provide endless fashion and beauty that tells a story in a sustainable way, allowing women to create their own style.
(GOOGLE)
ALL SOURCES: (TUMBLR,2016)
ONLINE AUDIT
SITE
TOOLS OF INTERACTION
FREQUENCY
PERCIEVED TARGET MARKET
CONTENT TYPE
IMPROVEMENT/ PR OPPERTUNITY
627K
Hashtag, like, comment
Daily - a few times a day
People with a level of
Blog style posts, visual images, mainly candid shots, some videos
Tell stories through Instagram posts, post images of the type of lifestyle we want our consumer to have
238K
like, comment, share, subscribe
Every few days but reply to comments frequently
Slightly older demographic due to the platform
Product based posts, collections,
Engage consumers more to create real connections
25.4K
Like, commet, retweet, direct message
Every 2-3 days
Slightly younger age18-25
Product based post, current offers, bright colours, candid shots
Build a more personal brand/ consumer
38.5K
Follow, save to board, like, share
Unavailable
Younger demographic
Product based posts to advertise and promote to increase sales
Post images that embody the brand, don’t have it speficically on product basis
spotify
3.4K
Follow, save and songs
Unavailable
Broad demogrpahic because it offeres every genre
Offers public playlists
Create playlists more often so consumers stay engaged
SOURCE: (PINTEREST, 2017)
SOURCE: (FACEBOOK,2017)
SOURCE: (FACEBOOK, 2017)
SOURCE: GOOGLE, 2017)
OFFLINE AUDIT Our store layouts are clean and minimal, reflecting the website and the products sold. Upon visiting one of the newest store openings as research, Leeds Victoria Gate, it was clear that the layout makes the consumer feel like they are investing in a particular lifestyle, not solely a product. There’s a sense of mystery and when walking around the store, making the shopping experience exciting. The placement of the products are random but minimal; there will be beauty, lingerie and clothing products all located in the same area, effectively “bringing everything she can wear into one place, focusing on the whole look”. (& other stories (2017), about)
OBJECTIVES - Gain larger exposure for & Other Stories - Engage the consumer more both online and offline - Create strong, meaningful connections - Enhance & Other Stories image by creating more stories - Create stories that grow conversations and connections - Design a new output for & Other Stories to release the memories they have collected and created for consumers to see
SOURCE: (TUMBLR,2016)
SOURCE: (TUMBLR,2016)
SOURCE: (TUMBLR,2016)
SOURCE: (INSTAGRAM,2016)
ALL SOURCES: TUMBLR, 2017)
SWOT ANALYSIS
STRENGTHS
WEAKNESSES
- Previous collaboration with celebrities bring in a wide audience - Fashionable locations such as Paris, London, Milan and Berlin attract more sophisticated women - Sustainable and eco-friendly - Growing a positive reputation as we’re part of the H&M group who have a huge consumer market - Use H&M’s connections with the media to their advantage, allowing them to build long term engagement with consumers
- They don’t grow connections with consumers that are genuine- lack of consumer interaction - Their selling point is no longer unique because there are brands that offer the same concept as them e.g. Topshop - Doesn’t utilise its story telling aspect
OPPERTUNITIES
THREATS
- Create an app - Express values of sustainability through the brand, instead of through H&M. - Get more involved in charities - On go more relevant collaborations to create a larger interest in the brand - Expand the brand and open stores in more countries - Grow in-store digital aesthetic to separate from their competitors.
- Their competitors offer the same products and have a more dominant online awareness - & other stories don’t stand out within the H&M group, there is a risk of getting forgotten- their sister brand COS is more dominant
Through analyzing the brands weakness and opportunities i decided that the focus should be on building the interaction between prosumer and consumer, strengthening their relationship as it’s something that can grow and make a positive impact. There is a real opportunity for us to tell bigger, better stories, seen as the word ‘stories’ is stamped into our brand so through the combination of both these aspects the campaign title ‘& other memories’.
BRAND PERSONAS
ALL SOURCES: TUMBLR, 2016)
LOUISA AGE: 19 LOCATION: Manchester CAREER- book shop part time LIFESTYLE: Second year student at The University of Manchester studying architecture, who enjoys finding boutique coffee shops in her spare time to sit and read. CHARACTERISTS: Social and bubbly
MELISSA AGE:25 LOCATION: London CAREER: lifestyle journalist LIFESTYLE: a 23 year old doing well in her career and enjoys life day by day CHARACTERISTS: quiet but when she comes out of her shell shes a pocket rocket.
BRAND PERSONAS
SOFIA AGE:34 LOCATION: Paris CAREER: Event planner LIFESTYLE: A women who’s has grown up in Paris. Enjoys going for drinks with friends to unwind. CHARACTERISTS: Social and sophisticated- enjoys a night out and nights in with her partner.
DEBRA AGE: 58 LOCATION: Surrey CAREER: retired but used to be a magazine editor LIFESTYLE: A retired woman who has a real love for fashion and loves to explore different countries CHARACTERISTS: Nostalgic about her youth, still enjoying life to the fullest.
CONCEPT
& other stories intends on releasing an exclusive boot collection that will aim to please all their consumers. A collaboration will take place with critic award winning author ‘Zadie Smith’ for a Summer 2017 campaign. With every pair of shoes a customer buys, a memory card will be attached which has been written personally by Zadie Smith. The stories and memories customers will receive will be influenced by women all around Europe, made inordinate by Smiths artistic writing.
SOURCE: (& OTHER STORIES ,2017)
SOURCE: (TUMBLR,2016)
SOURCE: (GOOGLE, 2017)
ZADIE SMITH Zadie Smith is a London born accomplished novelist graduating from Cambridge in 1997. The half Jamaican author writes both fiction and non-fiction, winning multiple literary awards because of her inspirational writing. A collaboration with Smith will bring something slightly different to the brand, enhancing its image, in turn making it more relatable to the public with the aim of allowing stories to be heard.
12 PIECE
COLLECTION
STRATEGY & Other Stories intends on crafting a strong online and offline presence, using social media, their stores and author Zadie Smith.
Social media will be used to post a range of images and quotes pre-campaign to create a sense of mystery before the public are made aware of what is to come.
There will be changes in-store post launch along with online alterationsspecifically for the the Summer 2017 campaign.
A stronger sense of community should start to emerge from & Other Stories throughout this campaign.
SOURCE: (TUMBLR,2017)
SOURCE: (FACEBOOK,2017)
SOURCE: (TUMBLR,2017)
360
Facebook will target the older consumer demographic, ensuring that all ages are reached. Images surrounding the campaign will be advertised, along with the short films.
Instagram will be the leading online platform attracting consumers through images and teaser videos. Content will be more subjective, engaging them in positive conversations creating a sense of nostalgia, reminding people of their favourite memories. Consumers can get involved with the Summer 2017 campaign by sharing their favourite memories with us by posting their desired picture with a story and ‘#andothermemories. This will allow consumers the chance to feature on the new webpage created as part of the launch.
SOURCE: (FACEBOOK,2017)
Youtube will be used to store all 12 short documentaries that are released as part of & Other Memories. One documentary will be released every week, documenting a day in the life of the women chosen for the campaign.
Snapchat will give consumers an inside look at the new campaign, ensuring they feel connected. images and videos will be posted, tracking the production of the products and of a team travelling Europe finding women with great stories and collecting them. Snapchat is aimed at the younger demographic, ensuring we target them.
ACTION PLAN
SOURCE: (FACEBOOK, 2017)
COMPETITION On the day of the campaign launch a winner will be announced for the person with the most adventurous, nostalgic story . The winner will receive all 12 boots from the exclusive collection in their personal shoe size, with the added short stoires attached as well as a note from Zadie Smith.
ONLINE ALTERATIONS As one of the online alterations and improvements we will make for this campaign, a new page on the website will be launched where the memories that have been collected and received can be stored and browsed by consumers whenever they want. There will be images and stories added of any inspirational people the brand encounter.
SOURCE: (GOOGLE, 2017)
SOURCE: (FACEBOOK, 2017)
IN STORE In store changes will occur, one being a memory wall launched at the same time as the campaign, featured in all flagship stores. This in store activity will allow customers to get a polaroid picture taken, and attach with it a favourite memory or something they feel nostalgic about. These memories will then have the chance to be featured on the new ‘memories’ webpage. The short stories written for the campaign will be made into a zine with images of the 12 women attached, made accessible in store printed on recyclable paper. Appearances by Zadie Smith will take place in flagship stores where our ateliers are, where readings will be held of the short stories, along with a Q&A.
FILM BLURB A day in the life of... This short film is the first out of 12 that will be released throughout the Summer 2017 campaign. It’s a 90 second film, documenting a day in the life of a woman called Alexia Milson. Alexia is a 22 year old singer, half Greek, half English, currently living in South London. The film will document her daily routine on the day of a performance- following her from the moment she wakes up, all the way up to her performing on stage.
SOURCE: PAINTINGS OF LIVERPOOL, 2012
SOURCE: GOOGLE, 2017
SOURCE: GOOGLE, 2017
THE NEXT CHAPTER New Destinations
expansion `
Birmingham
Liverpool
Belfast
Edinburgh
Glasgow