BDMWILLIS
Position Project
Brodie Willis March 2022
LAUFBC502
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Contents: 01 - Brand History 02- Target Audience 03 - Competition 04-05 - Current Output 06 - Brand Audit 07-08 - www.seventhstore.com 09 - @seventhstore 10 - Social Strategy 11 - Collaboration 12 - Sticker Range 13 - AW22 Events and Social Media Calendar
BDMWILLIS
Brodie Willis
01
History The brand in its current state is the brainchild of London born Bukki Ojo. Having already had large amounts of success in her career, Bukki went on to develop Seventh Stores off the back of one of her existing businesses. Having studied Visual Arts and design at the Britschool, Ojo took a gap year before going to uni and decided to enter the world of full time employment. It was during this time, while working at Topshop, that Ojo spotted a gap in the market and set out creating reworked vintage items with African fabrics under the label Bukki. The brand received resounding success and was stocked by Topshop and Asos. However the success was short lived, as retailers stopped their orders during the summer months. It was during this time that Ojo’s mother encouraged her to go to university and learn how to properly run a business. However having had no university experience and wanting to participate in a masters degree, Ojo had to fight for her place. This led to her securing a place at the London College of Fashion to study a Masters degree in Fashion Entrepreneurship and Innovation.
Bukki Ojo Founder
While at university, Ojo began to resell her old vintage stock from her first business at Camden market. Sales took off and a business began to develop. The stall became so popular that Ojo was able to buy a physical store for the business in Shoreditch in 2019 and named the business 90zback. Shortly after this Ojo decided that vintage resale, wasn’t the business she wanted to develop and set about creating her own line. Two years later Seventh Stores was developed with Emmanuel Duru as creative director. Both Ojo and Duru are the main forces behind the brand, with key brand pillars representing that of community, home and quality. Emmanuel Duru Creative director Brodie Willis
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Target Audience Age: 16-65+ year olds. However, this isn’t a depending factor. All products are ageless and quality can be appreciated by all despite brand marketing, and messaging, catering towards a more youthful demographic. Gender: Genderless. Core collections have been created to be unisex. All products have are unstructured and feature genderless silhouettes and functions. Location: London centric due to the positioning of the flagship store. International customers come through social media reach and online presence. Key Values: Rest, quality and community. The entire brand has been built around creating it’s own unique style and fanbase, which is loyal to both product and ideology.
BDMWILLIS
Brodie Willis
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Competition Based off of market research, general assessment and personal assumption. Pangaia has been separated due to being direct competition, as well as having a similar public perception.
High Quality
High Price
Low Price Seventh Stores Picante
C.P Company
Essentials
Easymoneyclo
Represent Clo
Vaabs
Pangaia
Low Quality Brodie Willis
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Website
Tiktok
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Brodie Willis
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Mailing List
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Audit: - Very unique product line that has created a signature brand aesthetic. - Innovative marketing and content creation. - Core values and sense of community is refreshing. - SeventhSessions collection is exclusive to the brand.
- Brand messaging has become too refined e.g content is very similar and almost too polished. - Is inconsistent in its approach to the different social media platforms. - Best selling products are nearly always out of stock. - Brand story isn’t a central point of marketing.
- Huge scope for collaboration due to mounting ‘buzz’ around the brand. - Large amounts of recurring media attention and press coverage. - Could easily shake up content to become more relatable and consistent with the brand messaging.
- Losing customers due to a lack of innovation. - Site visitors becoming confused due to a lack of brand story and a confusing design. - Angering loyal consumers due to products always being out of stock.
SWOT Analysis Working to create an overall analysis of the brand; key points concerning brand communication, story and marketing were highlighted. Points I would want to consider moving forward would be a shake up of the brand’s social content as well as the huge scope for collaboration.
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Brodie Willis
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www.seventhstores.com
In a proposed redesign of the site, promotional campaign based imagery has come to the forefront. This arranged works to add a more human element to the site, as the previous product based focus has been overhauled. Using images featuring multiple models works to play upon the brands desire to create a consistent community.
Brodie Willis
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A pure white background on image shots to be implemented across each page.
Returning 3/6/22
www.seventhstores.com Product pages have been overhauled to ensure product images are much clearer. Product restock information has also been added to ensure a higher level of transparency with returning consumers. BDMWILLIS
Brodie Willis
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Seventh
Our new AW22 range is now live! Shot across the UK countryside, explore the range on our website.
Varied Feed
Real Life Content
Follow @seventhstores to discover the brand’s latest releases, exclusive content and latest news.
Targeted Ads
Looking to combine all of the best parts of each of the separate instagram accounts, the current feed should become more varied and feature more organic content. This would mean moving away from solely using studio spaces and embracing more natural environments. Additionally, the brand should look to use invitation based advertising in a bid to increase the overall reach as well as follower count. BDMWILLIS
Brodie Willis
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Seventh Stores
Seventh Stores 10 Apr Our new Autumn/Winter 2022 line is now officially live! Perfect
for the colder months, you can find fully restocked space coats
Hi we’re new here! Follow us to see our latest updates and releases.
and V2’s.
Shop the new collections at www.seventhstores.com
Posts to both Facebook and Twitter should become much more regular and meaningful, with a wide range of content needing to be transferred over to each platform. Facebook should become the main place for announcing new launches as well as restock dates, as this information may get lost on Instagram. Whereas Twitter is ideal for teasing new lines/colourways. BDMWILLIS
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Influencer Meetup
Collaboration
@josef.michael and co.
@seventhstores
@joannahstyle
Having rejected influencer marketing in the past, the perfect time presents itself for the brand to tap into this market. Mimicking a previous event, the brand could a range of influencers into their space to wear the core collection for a day. The group could visit London monuments are points of interest. Not only would this imagery benefit the brand but it would also work to encourage this sense of community the brand is built up around. The event could be repeated annually in order to encourage those connections the brand strives to build.
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Additional Innovations
Branded Stickers As a way of increasing brand awareness and reach, the brand should look to create a range of NFC stickers that could be ‘stuck,’within the local area of the Shoreditch office. The stickers should link to the brand’s instagram account and would hopefully work to increase the follower count. Additionally, different designs could be made that could be given in customer orders as a form of gift. This would work to play upon the immaculate imagery of the brand and grant a free from of advertisement. BDMWILLIS
Brodie Willis
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LAUFBC502
Content Calendar July
August
September
October
Beginning
Begin teasing of AW22 Range
Ensure all restock dates are finalised for the AW22 season.
Create influencer groups ready for meetup.
Work to push all items the influencers were seen to be wearing.
Middle
Use of natural locations within shoots in order to shake up content
End
Continued focus on shaking up brand image
Influencer meetup. Ensure all content channels are activated.
Wrap up posting of summer content and prepare for influencer meet.
Work to push all items the influencers were seen to be wearing.
Space Coat Competition lasting 1 month.
November
December
Release BTS content from the influencer meetup
Christmas + New Year promotions.
Black Friday promotions with restocks on best sellers clearly communicated.
Year end.
Content Calendar BDMWILLIS
bdmwillis Brodie Willis
