SUPREME marketing communication
2.0
marketing book
efmm 3002 final major project Author: Bianca Hammond (0909167) Unit Leader: Mary Carson april 2012
contentS // Executive Summary // 005
Advertising Strategy
The Challenge // 007
The Message // 031
Background Situation Analysis
Storybuilding // 033
PESTEL- Macro Environment // 009
The Campaign Story// 035
The Market // 011
The Medium // 037
Company SWOT // 013
The Short Film // 039
The Target // 015
Brand & Consumer Collab // 041
Positioning // 021
Online/digital strategy
Objectives and Strategy
Key Elements // 043
Marketing Objectives // 023
The Virtual Community // 045
The Communication Strategy // 025
The Online Video Series // 47
Social Media Strategy // 49 THE PR STRATEGY
Key Elements // 051 Brand Ambassador // 053 Target Media // 055 event strategy
Pre Launch Press Event // 057 Instore Product Launch // 059 PR Calander Summary Appendices// Bibliography//
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executive summary// This marketing communication plan has been written with the purpose of outlining the strategies, tactics and programs that will be implemented in order to make up the 12 month communication plan for the launch of the new Supreme 2.0 label and its products. The main communication objectives of the strategy aim to establish the 2.0 label identity and its unique product range as well as communicate the benefits that the brand provides to its consumer. In order to meet these objectives the strategic approach has centred on developing a relevant and comprehensive strategy for the target audience in order to capture their attention. This is a highly targeted communication plan with the consumer perspective at the core of every single decision.
// 005
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The Challenge// ‘New label/Product to be marketed’
Communicating the launch of new product range and label ‘Supreme 2.0’ for the Supreme brand. The communication the aims to establish the new label and it’s identity as well as the products and their benefit to the target audience. // 007
a lost generation figure 3
Background situation analysis
‘The Big Picture’
PESTEL//
Opportunities and the outlook for the young generation’s future are low. There is a lack of job opportunities. The lost generation - A lack of job opportunities and rising unemployment among the youth demographic is creating a feeling of uncertainty and low levels of optimism for the future. In response to this we are witnessing a niche group of young people actively creating their own path and opportunities They are doing this mainly through utilising their digital skills and as a result both technology and digital media usage are on the rise among this demographic. Social media is becoming increasingly important for this group in terms of generating opportunities. Fashion prices are rising and consumers increasingly need more of an incentive to buy. This is resulting in an even more increasingly competitive market for fashion brands who will need to have a strong USP. Developments in wearable technology make it possible to start incorporating technology into products and giving the them the ability to link back to social media.
// 009
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Background situation analysis
the male youth fashion market// -
Industry Trends
- Declining target population - The search for investment purchases - Preference for products with more technical features. - Decline in volume sales and increase in selling prices. - Homogenous product portfolio (Streetwear segment) - Moving into premium clothing ranges (Streetwear segment)
Key success factors - Product portfolio differentiation - Products with more features, benefits, multi-functions and relevance. - Promotion of brand products as providing opportunities for the target audience. - Promotion of products as having special features, being better quality and having more functions
// 011
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Background situation analysis
SWOT// Strengths
- Strong brand reputation among its niche target group. - Loyal consumer base. - Sought after products
Weaknesses - Lack of differentiation from its closet competitors- especially in terms of product portfolio. - Stronger presence in the American and Japanese markets in comparison to it’s UK presence. - Tendency to be pigeon holed as just a skatewear brand. - Poor online presence and lack on interaction with its loyal brand community.
Opportunities - New product range opportunity based on market research (wearable technology). Should offer the brand differentiation and a strong USP. - Social media platforms to explore. Could potentially allow the brand to interact more with its target audience and build a deeper connection.
Threats - Giant technology brands such as Apple’s investment into
wearable tech - Up and coming innovative London based streetwear brands.
// 013
“To win a war you need to know
where to attack” figure 6
THE TARGET// demographic overview AGE / 18-30 GENDER / Male Location: large UK cities // 015
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“Increasingly seeking out companies and brands that display a set of core values similar to their own world view” Youth Mobile Report 2012
Brand loyal, PRO AUTHENTICITY, CASHLESS INNOVATORS, Connect with the BRAND STORY. protective of their communitY.
high online visibility. confident in their vision. favour enabler brands. collaboration is key.
they are entrepreuenrial, early adopters, love technology and gadgets, preference for limited edition.
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What key benefits are sought by the target audience? Opportunities // Exclusivity // Involvement // “Youth don’t buy stuff; they buy what stuff does for them� - Youth Mobile Report 2012
The Target group are asking brands... How will you help me belong?
How will you help me be significant?
(Source: Youth mobile report)
So what do they want? Research shows that the target audience want: - Brands that represent them and their lifestyle in an authentic way - Brands and products which can offer them some form of social currency. - Brands and products that are interesting, niche and exclusive (not mass market) - Brands which help them to uncover new opportunities, especially through the medium of technology. - They also want brands to collaborate with them and allow them to be a part of the process. The needs of the target consumer is at the core of this marketing strategy and it is important to continuously refer back to these questions that the demographic are asking and answer them. As well as this the strategy will focus on fulfilling the identified needs and desires of the target consumer.
// 019
De Swaan Arons of Effective Brands promoted the idea of purposeful positioning, or a brand built around standing for something. - WGSN figure 9
POSITIONING // What is the Supreme 2.0 Niche?
The Brand DNA Attributes // Exclusive limited edition technology infused pieces with a premium design aesthetic. Benefits // Fashion products which connect to the users online world. Values // Good quality innovative products. Creativity and the importance of consumer perspective Personality // Confident, Cool, Creative, Collaborative. Brand Essence // Fresh Ideas done right, Creativity plus Innovation = Supreme 2.0
Supreme 2.0 label identity A new generation of streetwear. Supreme 2.0 is an innovative and experimental streetwear label with a focus on technology, digital media and the needs of a new generation of young creative’s. We are the supreme ruler of culture.
THE USP What gives Supreme 2.0 the edge?
We don’t just use technology to interact with our customer, its part of our products in a way which benefits and truly enriches the lives of our consumer.
Product attributeS WHAT ARE THE BENEFITS THAT IT OFFERS THE TARGET AUDIENCE?
The target audience gets exclusive well designed fashion items with seamlessly incorporated technology which connects them to their online spaces. In the PESTEL it was identified how important this online world was for the target group and therefore products which link and keep them connected to this world has a benefit. The consumer receives a product which slots into their everyday lives with a higher purpose.
// 021
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OBJECTIVES// What do we hope to achieve? Company Objectives Increase market share within the UK youth fashion market Increase sales for the Supreme brand as a whole. Position the Supreme brand as one of an innovator. We want Supreme to be synomous with the term ‘innovation’
Marketing Objectives New product/label introduction. Build awareness for the new Supreme 2.0 label and its products. Communicate the identity of the new label and how it represents the target audience. Communicate the benefits and unique attributes of the new product to that target audience. Develop the Supreme brand community- engage consumers with ongoing conversation, interaction and involvement
// 023
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THE MARKETING COMMUNICATION STRATEGY// Main communication objectives Raise awareness for the new Supreme 2.0 label and it’s identity. Communicate the features and benefits of the new products. Develop an interactive, engaging and collaborative community.
// 025
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collaborative. user generated content.
“mARKETING IS NO LONGER SOMETHING YOU DO TO YOUTH,BUT SOMETHING YOU DO WITH THEM” Mobile Youth Report 2012
90- 10 rule. Focus on 10% (the fans) that influence the 90% (the mass market)- Youth mobile report 2012
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marketing has fundamentally changed as a result of social media and this focus on the consumer. Where once it was about pushing out advertising messages and maintaining control to be effective, it’s now about "managing social momentum"- WGSN
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The Advertising Strategy// The communication message The Supreme 2.0 label represents an entire new generation. The advertising aims to communicate a message which leaves the target audience feeling empowered, significant and part of a creative revolutionary movement that will only help their life in a positive way. The aim of the advertising is to help the target audience realise that they are the creator of their own reality. How is it consistent with the objectives? The advertising communication is giving the viewer a sense of empowerment and hope. This is consistent with the main communication objectives because it is letting everyone know what the new Supreme 2.0 label stands for and represents as well as communicating the idea that affiliation with the brand will benefit the consumer’s life positively. // 031
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Image coutesy of Madfuture.tumblr.com
“Some stories educate and otHers simply entertain, but the good ones, they ignite our emotions and hold our interest for decades. The great ones, they inspire us to share and even build on them ourselves.�- wgsn
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Image coutesy of Madfuture.tumblr.com
SUPREME 2.0
the future
The campaign story// The Message A new generation of young people, taking charge and carving out opportunities for themselves. USER-GENERATED CONTENT The campaign makes use of iconic tumblr imagery and therefore incorporates content that has originally been created by the target consumer and then selected carefully to make a cohesive and impactful visual campaign. All posters display a QR code linking back to the online space of the creator of the image, along with the name of their blog/website. HOW DOES IT RELATE TO the marketing objectives? User generated campaign material means that the brand are collaborating with the target audience and therefore actively fulfilling one of the needs which the target group seeks. // 035
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are you a digital warrior?
SUPREME 2.0
Ad Placement// Street posters The Supreme 2.0 label boasts its own individual identity and values from the original Supreme label, however many elements of the original label are a part of the 2.0 label. The main element that runs throughout both labels is the need to use authentic and not so mainstream promotional tactics. This is integral to the Supreme brand DNA across all product labels. In keeping with these values the advertising material will be communicated predominantly via street posters in high reach areas, such as Brick Lane, Dalston, Shoreditch, Covent Garden, Carnaby. Soho, Brixton and East Dulwich. Out of London locations such as Manchester, Birmingham and Bristol will also be targeted on a smaller scale. This decision has been based on areas with high populations of young people, creative areas, youth nightlife destinations, as well as areas with a high streetwear brand presence. This method is the most authentic way for a brand of this nature to reach the target consumer and communicate the advertising message across most powerfully. “Loudspeaker marketing overrides the customers own narrative and alienates key influencers� - Mobile Youth report 2012 The brand will not place these advertisements in mass media publications because the original Supreme brand does not adopt these types of promotional strategies, it is not effective nor authentic and the target consumer does not respond positively to mass market promotional tactics. The desired audience does not want to be bombarded with marketing material. Aside from this when considering the objectives of the 2.0 label which centres around attracting the niche and not the mass, mass marketing strategies are neither necessary nor effective.
// 037
the Supreme 2.0 world figure 17
“If you say you’re going to create something viral, then you won’t create something viral. You have to create a great story, that’s what goes viral.” - WGSN
the short film// A one off short film set in the future and depicting a new digitalised world which has been taken over by a group of young creative’s. The message being communicated is the same as the one being communicated via the street posters. Ultimately it’s about the empowerment of the youth generation. The film will be launched after the distribution of the street posters and will be a way to give the audience a more in depth understanding of the message which is being communicated as well as more insight into the new label and it’s identity and values.. // 039
“ the furthur upstream you can involve youth in your product development and marketing process the more effective it becomes� Youth Mobile Trend report 2012
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brand/consumer collab// The most important part of the marketing strategy involves the brand bringing on board talented and influential young creative’s with an impressive online following to help brainstorm and develop relevant marketing concepts that will capture the attention of the target audience It is important to recognise that these are people who know the target market best, because they are one of them. In this way collaboration benefits both the Supreme 2.0 label because they get insider knowledge about their consumer and strategies that will help attract them. And the consumer gains the opportunity to express their vision, and show their expertise. This is consistent with the benefits sought by the target audience who are increasingly seeking collaboration with brands. This is something that will be ongoing across all future brand campaigns. The selection process will work in two ways. One of which will be a hand-picked selection of online personalities who Supreme 2.0 feel represent the brand and potentially have great ideas. The second process involves open competitions which consumers can enter in order to gain the opportunity to work alongside the brand. This kind of collaboration with the target audience reinforces everything the brand stands for, which is the importance of providing young people with the opportunity to show what they can do,
// 041
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Online communication strategy// exclusive // community // interaction The aim of the online strategy is to interact with the consumers and build deeper meaningful relationships between not only brand and consumer but also between brand and community. It is also important to retain the exclusive element within the online strategy. Everything needs to be highly targeted and therefore increasingly relevant to whom the strategy is meant to target.
// 043
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What is it? The main part of the online strategy is the development of the brands virtual community. The Supreme 2.0 brand will build it’s own virtual second life store and membership only community.
“Beachheads- Build your fans a home, community, project or cause. House of dialogue and allow Features and benefits? them to create their own context. Connect them with each other and step back.” - Youth Mobile Report 2012
The virtual Supreme community// A focal point of the online strategy involves the development of the brand’s virtual community. The Supreme 2.0 brand will build it’s own virtual second life store and membership only community.
FEATures and benefits of the supreme 2.0 second life community - Membership, invitation only - Consists of a virtual Supreme store with virtual products, which the user can reserve to collect in the real life store. - Exclusive and first hand information about the brand and event information - Priority access to new product releases - A place to interact with genuine likemined people - Opportunities and competitions to work with the brand in either developing advertising concepts or during the product development stages. - As well as the buying and selling of second hand Supreme merchandise.
RATIONALE During the market research stage it was found that the target consumer was part of multiple online communities where they discussed, reviewed, recommended and bonded over their favourite brands. In light of this it’s logical that we provide these consumers with an official Supreme brand community online, where the consumer can get this same community feel but with a more interactive and engaging brand experience.
// 045
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“Brand democracy- Are you using new media to find new ways to tell your brand story or are you using it to help customers tell theirs? When youth look at your marketing the question their asking is “Where am I in this strategy?” Brand democracy means empowering youth to tell their story” - Youth Mobile Report 2012
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The online video series//
What is it about? An Online based video serious documenting the lives of creative or entrepreneurial young people and showing their journey. Initially the series will start by documenting the story of those who have been successful in reaching their goals, and what they did to get where they are now currently. Then the show will move on to feature young talented kids at the start/in the process of their journey. To continually cast new people the brand will allow its consumers the opportunity to send in their story to be considered for a feature on the series. The online series will work in collaboration with SBTV (Appendix 1) // 047
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The traditional art gallery has gone online; exhibitions have been replaced by blogs and the new curators are amateur image circulators. The result is a new visual language of illogical image combinations, relentlessly updated and recycled.- wgsn
Social Media// The Tumblr Focus
In terms of social media strategy the focus will be placed on utilising the most relevant platforms in terms of reaching the target. In other words the strategy is not to focus on the platforms which are the most popular overall, or which reach the largest audience overall. It is focused on the platforms which allow the brand to reach and communicate with the target audience in the most interactive way. For most youth brands building brand pages on sites such as Facebook and Twitter are at the core of their social media strategies. However this will not be the focus for the Supreme 2.0 label. Where will the Supreme 2.0 label focus? The focus will centre on microblog application Tumblr. Why? It’s based on targeting more specific niche groups and represents the importance of visual imagery, a theme which runs throughout the entire marketing campaign. It generally has more of an authentic communal based feel, compared to the corporate nature of Facebook and Twitter promotional activity. This makes it perfect for the target audience who reject corporate brands and marketing and value authentic community based brands. . The original Supreme label already have a Tumblr site and the plan is to launch a separate Tumblr for the 2.0 label which will display all imagery related to the 2.0 label as well as various other inspirational imagery. In summary the social media focus is NOT about providing the latest brand information or special promotions (like many other streetwear brands) but is simply about communicating visually with the target audience.
// 049
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PR STRATEGY// Key Elements of the PR strategy Authentic // Digital // Consumer Media These are the three key elements of what the PR strategy needs represent. Overall through use of carefully thought out PR tactics the aim is centred around successfully establishing the new label and its products with the correct target audience. Along with establishing the new label, the PR strategy aims to create a positive association in regards to the new label in the minds of the target consumer. Raising awareness for the products and their features is especially a focal point for the PR strategy. Whereas the advertising is more based around creating an identity and story for the new 2.0 label the PR strategy will be important in terms promoting the actual products.
// 051
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An elite group of tastemakers is emerging, away from the traditional media, entertainment and music industry communities. An endorsement from an underground Slash/Slash personality could have the same effect as, if not a greater one than, an advertisement in a style magazine. Slash/Slash kids are honest and real, but are also fully aware of the benefits their endorsements could bring. - FutureLab
brand ambassador// and product placement aim create greater brand awareness and interest for the 2.0 label and it’s products using key influencers for the target audience. Use of influential brand ambassadors to promote the new label and the products will be an important tactic the label will adopt in order to influence the target audience. For the A/W13 product launch the official brand ambassador is Shai Spooner. An important influential amongst the target audience with the ability to attract and influence a sizeable amount of the target consumer. Stylist Shai is well known and respected amongst the streetwear community as well as the fashion community in general. The brand ambassador role will involve the promotion of the new label and it’s products through their online space. For example the brand ambassador will be given the opportunity to trial the products before they become available on the market. They will be expected to document their experience of the new products on their online space and the idea is that this will create a buzz and anticipation for the launch of the new products. Product placement will also be key and getting the products seen on some of the current most influential underground, creative personalities will be important. This will include the likes of artists such as Tyler the creator (already heavily associated with the original Supreme brand) and ASAP rocky.
// 053
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Target media// The Focus Influential consumer blogs- The strategy aims to gain coverage for the new label on some of the most influential consumer blogs. This type of promotion is key for the brand because its valued more by the target consumer who prefers to seek information from small niche media or consumer media as they view this as more valid information. Through this method the 2.0 label also hopes to develop a buzz about it’s new unique products. Tumblr sites- By placing the new range imagery and the 2.0 label imagery with the right online media the new label hopes to create a viral effect whereby these visuals are getting reblogged among the tumblr community and thereby raising the awareness for the new label and it’s products. (The advertising imagery for example has been created with this very purpose in mind. It needs to catch people’s attention, get them talking about it in order to increase its chances of being circulated on a heavy rotation. Online media: Although use of mass media publications have been avoided in this marketing strategy. Websites such as Hypebeast, RWD, Vice, Indivdualism blog, and Fashion Beans are some of the more influential online media sites that the brand will use . This choice is based on the fact that these media sites are places where my target audience go for information. They are not so mainstream and are heavily targeted towards the target audience. Overall the chosen media types are the most credible ways of reaching and attracting the target consumer. When compared to traditional mass media publications which in general are more expensive and less respected by my target audience, the chosen media types are easily most effective channels of communication. The target consumer values sources that they view as authentic and this is most likely to be consumer blogs or niche blogs that specialise in streetwear/urban culture.
// 055
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“THE HOPE FOR MARKETERS IS THAT AUGMENTED REALITY WILL ENGAGE AN AUDIENCE MORE DEEPLY” - BUSINESS WEEK
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The pre launch event// Aims and objectives of the event - Welcome the Supreme 2.0 label - Create a brand experience that communicates and reinforces the brand identity - Anticipated press coverage by inviting target media - Showcase the product features and allow the target to interact with the products. - Create a buzz and anticipation for the official in store product launch - Encourage product pre orders The pre launch event theme: The evolution of the Supreme brand from past to present. A creative hi-tech themed installation based on the history and journey of the Supreme brand . WHAT WILL IT ENTAIL? The event will be based around guiding the guests through an augmented reality gallery which tells the story of the Supreme brands origins and journey to what it is today . Guests will point an Ipad at their selected image and the Ipad will begin to play a video which will explain the significance or story behind that particular image. Afterwards guests will be free to enter another room which represents the future of Supreme and the 2.0 label. Here there will be huge digital screen showing the Supreme 2.0 short film clip as well as the display of the entire new collection. In general the room will look like a museum with products in glass display cases and on stands. Here the guests will be free to socialise amongst themselves, watch demonstrations on how to use the products and even trial the products themselves. There will be a chance to sign up to the online Supreme 2.0 community as well as place pre-orders for items in the AW/13 collection.
// 057
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IN-STORE PRODUCT LAUNCH// Aims and objectives of the event - Welcome the new Supreme 2.0 product range and label - Create a community feeling and interact with consumer. - Encourage more sign ups for the virtual Supreme store and community - Generate a healthy proportion of sales for from the new range.
The in store launch is a lot more of a laid back community based event. Supreme want to celebrate the launch of their new 2.0 label with their closest friends and most loyal supporters. At the launch the products will be available to purchase for the first time. // 059
SUPREME 2.0
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Both the pre-launch press event and the in-store launch event will be sponsored by premium cider brand Kopparberg.
OTHER
ONLINE ACTIVITY
ADVERTISING CAMPAIGN
PR ACTIVITY
jun 13
jul 13
the press release
aug 13
oct 13
nov 13
LAUNCH VIRTUAL COMMUNITY
LAUNCH SUPREME 2.0 TUMBLR
THE STORE REFIT
ONLINE TRAILER LAUNCHED
CAMPAIGN POSTERS LAUNCHED
BRAND AMBASSADOR pre-launch product press event Launch EVENT COVERAGE
sep 13
dec 13
jan 14
feb 14
mar 14
apr 14
may 14
appendices
appeNDIx 1
Jamal Edwards: Media Mogul in the Making It has taken just five years for young entrepreneur Jamal Edwards to take his enterprise from his bedroom to the boardroom. The 20-year-old is the founder and CEO of SBTV, billed as the UK’s biggest youth media channel. SBTV, the name which was inspired by Edward’s moniker as ‘Smokey Barz’, is recognised as the country’s leading youth broadcaster on YouTube having received 70 million hits and has helped advanced the careers of artists including Devlin and Ed Sheeran. And it all began in 2007 when he was given a camcorder for Christmas aged 15. He began filming UK grime artists freestyling in car parks and on the street. After posting these videos on YouTube and receiving a respectable amount of views, Edwards used this as an opportunity to take his work further. SBTV has progressed phenomenally and is said to be an inspiration to many young people. Edwards started in just one area and branched out, now making his work worldwide. http://www.obv.org.uk/node/5037 ANALYSIS: THE WAY HOW SBTV EVOLVED FROM A SMALL OPERATION INTO SUCH A SUCCESSFUL BUSINESS MAKES IT AN APPROPRIATE PARTNERSHIP FOR SUPREME AS ASSOCIATION WITH SBTV WILL ONLY REINFORCE THE VALUES OF THE SUPREME 2.0 LABEL further.
appeNDIx 2
Kopparberg Sponsored events
Supreme have chosen to partner with Koppaberg to sponsor their two launch events. The Kopparberg cider brand are known for their heavy sponsorship of youth events/ product launches and have sponsored events from the likes of Lacoste, Boxpark, Gola, Topman, Puma, HUH and many more simular brands.
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