NOMADOK
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NOMADOK
NOMADOK
CONTENT
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Introduction ................................01 Methodology ...............................04
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About Us
Our Story .....................................06 Our Vision ...................................19 Our Proposition ..........................20 Our Essence .................................23 Our Values ...................................24 Brand Personality.........................25 Tone of Voice ...............................26
3
Our Identity
Brand Name .................................29 Our Font .......................................30 The Colour Palette ......................31 Our Logo ......................................32 Unique Selling Point ...................39
4
Market Overview
Market Health .............................41 PESTLE ........................................44 Macro Trend ................................48 Our Viral ......................................52 Market Positioning .....................56
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Our Consumers
Target Consumers .......................60 Consumer Needs .........................62
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Price & Range
Range Development ...................67 Pricing Architecture ...................68
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Communication Plan
Market Routes .............................72 Communication Plan .................76 12 Month Critical Path ...............94 Path to Success ............................96
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References Appendix .....................................98 Illustrations ...............................102 Bibliography ..............................115 References .................................116
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NOMADOK
Introduction Methodology
Introduction
This report involved a brand development and promotion worked with BA(Hons) Fashion Design student. With the aim of creating new brand and routes to the market, brand identity will be clarified, as well as the analysis of the market and consumers profile. Accordingly, an integrated communication plan and market strategies will be developed that helps the brand to stabilize its position in the market.
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Methodology
The research used a quantitative methodology to gain customer perspectives on sustainably buying. The study was conducted by questionnaire, and it used mostly multiple choices and some open-ended responses for additional comments.The survey was voluntary and anonymous. A total 100 surveys had distributed.
An interview had been conducted to understand consumers views on pricing and general opinions on the brand. A direct interaction with the consumers allows us to have realistic ideas from them regarding the products, services, and expectations. These ideas help the brand to set an appropriate price that consumers would be willing to pay for a product or service.
The secondary data was collected from online academic reports, magazines, websites, and books etc, to clarify the current market and trends and obtain more information from it that helps to develop a suitable market strategic planning for the brand.
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2 NOMADOK
ABOUT US
Our story begins in Hungary, 1956...
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OURSTORY
The time when people were fighting and protesting against the government. The Soviet repression of the protest caused an exodus of 200,000 refugees.
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OURSTORY
A Hungarian couple travelled to England to seek refuge like so many others at that time. Border changes meant no one had physically moved yet everything had changed. Hungary was no longer their home. As a result, families were separated, land was lost. More than 200,000 fled the country.
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This couple arrived in London in the same year, fell pregnant a couples of months later, only discover she was having twins when a second baby came out in the delivery room. They are Sophie Patkai’s, our founder’s father and uncle.
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OURSTORY
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Her father and uncle were raised in England as a foreigner. Starting school with no English as her grandparents knew none, spoke only Hungarian.
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OURSTORY
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OURSTORY
To these days, whenever Sophie visits her grandparents’ home in London, she felt as they live in their own environment, transported immediately to Hungary. Her families resettle after being displaced from the only home they have known, thrust into a different culture without the language and still hold onto their own culture, history and traditions.
...
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OURSTORY
What her families had been through inspired Sophie that she wants to capture the importance of clinging onto heritage and celebrate the culture and its traditions. Honouring it in all its richness yet introducing a modern edge to make it relevant and appealing to consumers.
“Embrace your femininity. She also found out that women in Hungary has been more importantly treated, that means they have not felt the need to compensate by down playing or dumbing down their femininity. And nor should we. It should be embraced and celebrated. She wants to design a collection that shows off strength, embraces the female figure and exudes femininity.
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OURVISION
To amplify women’s strengths by wearing our products made by natural materials, feminine silhouettes, and rich history attachment.
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y, b su pre ma c om en
w e h t g n i Celebra t and n e m b e au t i n w o y
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y
th
ia n h e rit a r a g n ge Hu
in
a
or m.
o l a
e d i s g n
th i w
ng
OURPROPOSITION
he t ng i w o sh
v i t e of str s a r t n o c e
sustainable f
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OURESSENCE
Timeless Classic.
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1 2
Women empowerment We truly believe that women are capable to achieve anything they set their minds to. Heritage We value our history attachment that we embedded our Hungarian heritage into our designs to celebrate the culture and its traditions.
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OURVALUES
3 4
Sustainability We value our responsibility to protect the environment that we guarantee our production process is ethical and sustainable, our products are harmless to the earth. Quality first We promise to bring comfort and confidence to our consumers through our detail crafted and quality guaranteed product.
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ADVENTURISM
STRONG
FEMININE
ELEGANT
FREE SPIRITED
INDEPENDENT
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OURPERSONALITY & TONE OF VOICE
Nomadok tone of voice is passionate and respectful. We respect the past history and female power. The brand aims to achieve customer loyalty and build up our own customer base, by creating emotional connection with customers, so being confident and authentic is crucial for us.
3 NOMADOK
OUR IDENTITY
OURNAME
NOMADOK NOMADOK Nomadok, which is Hungarian, means nomads. This name is inspired by the dislocation and isolation in Hungarian history. It filled the brand with boho vibes yet classic.
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ABCDEFG HIJKLMNOPQ RSTUVWYXZ abcdefghijklmno pqrstuvwyxz “Typography is an effective way to convey more than just the words involved in written communication. It showcases personality by visually representing the tenor and tone of what it is you’re talking about.” Lundin, 2018 Imprint MT Shadow was chosen for the brand name’s font. The font gives out a retro and antique kind of feelings, also enhances the luxuriance.
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#793931
#572629
#9a4823
#ecddb4
The chosen colours help to build our brand image. All colours are in earthy tone which bring a sense of life and nature vibes to the brand. The rustic red as our dominant colour denotes passion and add a vintage feeling.
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OURFONT & COLOUR
#97775a
MAIN LOGO
The long horizontal line represents the plain which correlate with our personality - free spirited.
NOMADOK The rising sun expresses glory, power, and hope
The Hungarian folk culture can be denoted from the pattern used for the sun.
NOMADOK
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OURLOGO
SIMPLIFIED LOGO
NOMADOK NOMADOK
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OURLOGO ON PRODUCT
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OURLOGO ON PACKAGING
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Our products last for decades.
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OURUSP
Naturally and ethically made products with rich Hungarian heritage and feminine silhouettes filling you with confidence and strength.
4 NOMADOK
MARKET OVERVIEW
MARKETHEALTH
Growth in expenditure in luxury market The global personal luxury goods market is expanding. Analysed by the Bain & Company, the market has reached a high record of â‚Ź260 billion, representing 6% growth in 2018, due to a more stable local consumption. We can foresee that the increase expenditure rate of the market could bring benefits to Nomadok.
Luxury market
â‚Ź260 billion +6%
Luxury consumers Younger consumers are bringing huge influences to the luxury market. The younger generations regard as 47% of luxury consumers last year and one-third of luxury purchases which bring advantage to Nomadok as the brand targets younger age range of consumers.
Young consumers take up 47% of Luxury market 41
UK luxury spending Based on the Luxury Institute’s 2019 State of the Luxury Industry report...
United Kingdom has considered as the country that most likely to generates the greatest luxury spending compared to other countries.
(Brielle, 2019)
This suggests that UK would be an appropriate location for setting up a new luxury brand.
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MARKETHEALTH
Luxury store openings location London has examined to be one of the top three locations that offers attractive expansion opportunities.(Savillis Global Luxury Retail) In terms of the potential trading fundamentals in regards of the size of market, London market is continues to look bright, because of the relatively high number of international visitors and presence of High Net Worth Individuals. Thus, London could be one of the considerations of the store opening location.
London market is continues to look bright.
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P
OLITICAL
Business can be affected by different aspects of government policy. In terms of the import restriction, if the UK leaves the EU, free trade will no longer be prevalent. It will increase the costs of supplies as the company needs to pay VAT and duty on goods, and more procedure need to be gone through before importing goods. Government stability and relative changes will also affect business operations, especially the company that involves in international operations. For the UK, It remains an economic and military power with great political and cultural influence around the world. (BBCNews)
E
CONIMIC
Business is hugely impacted by its country's economy status. With a strong economy status, consumers are allowed to buy what they want instead of only what they needs. That means they can gain more profits so to boosts the company attractions and draw foreign investment to the company. The UK now has a steady increase rate of Foreign Direct Investment alongside it has one of the highest GDPs in the world which reveals that the UK has a strong economy status.(Bush, 2016)Thus, it is suitable for a new business operations.
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BUYING HABITS The UK shoppers are loyal, with 65% of consumers identify themselves as a loyal shoppers (Modern Retail). For new company, we need to focus on building connections, and be interactive with consumers through different approaches. Consumers expect seamless purchase experiences, including instore and online purchase as well as the delivery and product return. For in-store shopping, sales associates contribute most, more than 50% of UK shoppers say that a sales associate with deep product knowledge can make their decision making easier, results in a smoother buying experience.(Modern Retail) They also rely heavily on free delivery service and convenient product return. The brand needs to think through the customer journey, in order to create a buying experience that fulfils consumers needs. INFLUENCERS IMPACTS There are nearly 3.4 billion active social media users in the world, and influencers impacts continue to grow.(2018 Q4 Global Digital Statshot)Therefore, social media should not be neglected for a brand development and promotion.
T
echnology
The advanced technology enhance the living quality, bring convenience to lives, for instance, the mobile payment, the easier and faster payment, the more the willingness for customers to consume. Besides helping the consumers, new technology also allow retail to adopt new system to monitor sales and consumers informations. Internet connectivity also improved, make companies easier to reach their audience worldwide. Utilize the extensiveness and practical values of technology can boost the company’s work efficiency and effectiveness.
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PESTLEANALYSIS
S
OCIAL
L
egal
Labour law The data protection act has published years ago, it governs the holding and processing of personal data. It includes keeping customer’s address, recording staff working hour and giving delivery information to the delivery company. The company must keep the informations secure, accurate and up to date. If they fail to do so, it might be liable to criminal.(Gov.UK)
E
nvironmental There is a significant rise of environmental awareness in the society. Consumers’ attitude has been shifted towards green and ecological products, also a concept of ‘Precyclers’ prioritize unpackaged, reusable and refillable products.(WGSN) This is the time for retailers to consider the impacts of a business to environment, and create methods that are compatible with today’s consumers attitudes.
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PESTLEANALYSIS
PESTLE gives us several factors that might affect our brand, especially for a newly established brand that is trying to find a stable position in market. The aspects of Social and environmental will affect our marketing and branding decision the most, as we need to build an effective marketing routes that cater to the trend of the society, also, our products are made from natural resources, therefore, the environmental impact are vital for us.
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1
Luxury buyers with e-commerce Trend Impact
Trend Driver
E-commerce grows at a torrid pace and it becomes an essential channel for a retail. It expected to grow 20%, on pace with its 2017-2018 growth rate. More and more, even traditional brands are considering direct-to-consumer to be a channel they can't ignore. Online shopping is convenient and speedy nowadays, even traditional luxury brand follows this rule. Around 73% of luxury buyers purchase online, because online platform saves time for them. (Good Rebels, 2017)
Consumers are no longer feeling satisfied to access a brand in one way, therefore, multi-channel was created to fulfil consumers’ wants. It provide more paths to get in touch with consumers, such as E-commerce, with the help of advance technology, it is easy to operate commercial transactions through internet.
Solution E-commerce is beneficial to company, First, it requires low financial cost which only need a relatively low fixed cost to operate it legally. Second, it 24/7 profitable, as it is managed by system. As a new luxury brand, it is crucial to provide various ways to connect with the consumers. Thus, online platform and physical store should not be neglected.
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Improvements in technology bring convenience to consumers in their buying journey. For instance there are more simple and quick payment methods like PayPal that saves consumers’ time on filling in account details. But it also boosts consumers expectation regarding the speed and convenience.
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Return Tsunami
Solution
Trend Impact This trend changed companies’ business model and consumer behaviour. Companies offer trynow-pay-later options that allows consumers to buy as many as they want, and return the products that they do not want effortless and free. This makes returning unwanted product become an obsession and consumers would take advantage from it by wearing unpaid clothes that will be returned anyway.
Although the return issue has already cost UK retailers 60 billion a year, this permissive return policy may be beneficial. Breaking with tradition and realigning corporate resources in favor of leniency toward customer returns not only benefits firms in the near term but can significantly increase their profits over the long term.(Palmquist, 2015)
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MARCROTREND
Trend Driver
Trend Driver The intense environmental stress is the driver of the rising awareness of sustainability. Global warming keeps on escalating, shortage of natural resource bring tension in different industries. As well as over consumption makes landfill issues worse.
Trend Impact
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Sustainability
Many people see the huge impacts of these unbalanced industry practice, as a result, applying sustainability into different aspects of living. In terms of technology, geo-cell reinforcement produced to reduce carbon footprint of road construction up to 60%. Retailers selling sustainable products like reusable drinking straw. More and more vintage charity shop appear to ease the issues of over consumption. Also, There are arise of ethical brands, such as Vivienne Westwood that used the runway as her voice to address climate change.
Solution Luxury fashion must lead the charge of a more ethical industry, as they have huge influences. Although in the traditional luxury market, sustainability is not in their priorities, as more and more ethical issues appears, it is important for the big retail to lead a change. Our brand must take into account the specificities of the brand, it is no longer just talking about it but to consciously understand what to do to tackle the problem coming forwards.
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MARCROTREND
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Trend Impact These phenomenon makes want a more diverse choices, and emphasize on values.
Nostalgia
On instagram, there are over 445 million photos hashtagged #tbt, that needs no explanation that people are being nostalgic. Daniel Day-Lewis and Kim Kardashian West were both spotted using flip phones. And Huji, an app that lets you turn your photos into grainy snapshots reminiscent of a disposable camera outtake from 1999, has over 16 million downloads of July.(Ross, 2018)
Trend Driver Our society love innovations but at the same time they cannot capitulate the past old things. We can see that consumers are focusing more on the values of something, because fast fashion brought in a phenomenon of lack of individuality. Retailers are selling similar products, even brands changed into using same typography.
Solution Vintage fashion can be seen as a form of stability against a rapidly changing environment, which helps consumers to reconnect with a time gone by where things were simpler. In today’s culture, there is a deep longing to own something old, loved and sentimental, as vintage clothes have historical attachments and by keeping garments those memories are preserved, which demonstrates that the wearer feels these memories are too precious to be discarded. (Cassidy, 2012)Thus, Nomadok will be a brand that gives consumers the long lost familiarity.
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About
Isabel Marant is an Independent French brand founded in 1994 by designer Isabel Marant. Its style combines bohemian spirit and minimalistic features.
24 -50 year old women Middle to high income free-spirited, active
Target market Product & price
Place
WOMENSWEAR Tops Coats & Jackets Trousers Dresses Skirts Knitwear Swimwear
Offline: 37 physical stores distributed through Europe, Asia, Middle East, and America.
Brand image Bohemian indie Parisian chic Down-to-earth
£285 - £1030 £550 - £1850 £275 - £1915 £440 - £2400 £255 - £760 £225 - £710 £75 - £190
Online: minimalistic brand website, ecommerce
Social media presence Instagram: 1.5m followings Facebook: 154000 likes
Colour Palette
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OURRIVAL
Isabel Marant is a strong and indiviidual brand that over 20 years, it generated €150 million in revenue in 2018. It strengths consist of strong social media presence and media coverage. The brand has 1.5 million follwings on Instagram and highly engaging with online media such as Business Of Fashion. The brand also make collaborations with high street brands, such as H&M, in order to gain exposure. Besides, they are proactive in communication and engagement that often arrange events, like a after show party to mark the launch of the designer’s capsule makeup collection with L’Oréal Paris, which create a positive brand image that attract consumers. However, they would have limited financial support as it is an independent brand which Nomadok need to be aware as well. All in all, Isabel Marant will be a strong rival for Nomadok.
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Etro, a brand with over 50 years of history. They have strong brand identity and wide customer base, as they have a wide product range which provides everything that consumers might need. They can access consumers in different areas. Also, their stores distributed in every corner of the world which means they have a secure and huge financial support that allows them to achieve any business operations and strategies. However, they are lack of interaction with consumers, Etro social media followings are half of Isabel Marant. It is a failure for a brand that have long history and fame.
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OURRIVAL
About Etro is a Italian fashion house founded in 1968 run by a family. Etro is distinguished by classic silhouettes cleverly matched with exotic motifs, a rich variety of patterns, and embroidery. (Glocalabel, 2019)
Target market Fashion-forward 20-40 year old men and women who are eccentric bohemians who like heritage with a twist, pattern and color.
Product & price WOMENSWEAR £660 - £2475 Outerwear £620 - £2600 Dresses £555 - £1100 Jackets £220 - £1025 Shirts £210 - £1075 Tops £445 - £2045 Knitwear £355 - £1035 Skirts £225 - £900 Trousers
Place Offline: Stores dirtributed worldwide Online: simple website, ecommerce
Social media presence
Brand image Luxurious Bohemian Decorative
Instagram: 642k followings Facebook:243000 likes
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Colour Palette
LUXURY
CO
NOMADOK
C L ASSIC
NTEMP ORARY
PREMIUM
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NOMADOK
The positioning map helps to identify the brand's identity as well as to access the future direction. Nomadok will be a classic luxury brand, with the increase values and amount of luxury buyers in market analysed in market health. Based on the market research, the trend of Nostalgia has been carried out means that classic and heritage brand will be suitable for wide range of audiences. Nomadok could bring freshness to the market of classic luxury sector, as most of the brands within the sector are with long history. "a little bit bored with the predictability of big brands and standards, so what they're looking for now is a more personalized, unique, boutique style experience." (Boyen, 2019) Therefore, It will be a good chance for Nomadok to stand out in the market, however the brand needs to consider and understand consumers' minds as we are building our consumer base. Sustainability will be one of the area that Nomadok focuses on. According to survey (see appendix 1), nearly 95% of respondants think that sustainability and ecthics are important for where a brand stands for.
UNSUSTAINABLE
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MARKETPOSITIONING
SUSTAINABLE
5 NOMADOK
OUR CONSUMERS
Everytime you spend money, you're casting a vote for the kind of world you want. ANNA LAPPE
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Conscious consumers lives an ecological lifestyle They are consumers that look beyond the label, care about not only the quality of the product but the quality of lives of people who made the product.
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Loyal consumers They love sticking into old things and tend to have a routine. These give them have a sense of secure. Once they found out a company that they long for, they will stay loyal and support the brand.
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Fashionista Style and designs is the first thing they consider. What they wear express themselves. Always want to stand out in the crowds. Bohemian style is their favourite.
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OURCONSUMERS
2
What's our consumers truely need? Maslow (1943) stated that people are motivated to achieve certain needs. When one need is fulfilled a person seeks to fulfil the next one, and so on. This five stage model (see appendix)can be divided into basic (or deficiency) needs (e.g. physiological, safety, love, and esteem) and growth needs (selfactualization). As Nomadok positioned itself in a luxury apparel market, consumers are already fulfilled the first two levels of needs. Therefore, the brand needs to put emphasis on psychological needs which are Love and belonging and self esteem. Strategies need to be able to build connections with them and be inspiring.
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66 34
Would not consider
Would consider
More than 50% of consumers shop once or more within a month
Besides the emotional benefits, functional benefits are also what Nomadok aims to provide. It is clear that there is a rising awareness of environmental problem caused by human activities. Conscious consumers are slowly increasing, indeed, it doesn't take up half of our amount of consumers with only 34% of respondents would consider the production process or the source of product when they shop. Despite there are more and more actions taken to withstand fast fashion, it does not make a huge impact to consumers behaviour. Based on the primary research, out of 100 repsondents, 46 repsondents shop once a month, and other 12 respondents shop more than once within a month. In view of this, our brand aims provide an informative platform that gives educational advices to consumers. Ensure that all of our consumers truely understand the importance of sustainability.
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OURCONSUMERS
Number of consumers that would consider the production process or the source of product when they shop
6 NOMADOK
PRICE & RANGE
The moment you made a mistake in pricing, you’re eating into your reputation and your profits. KATHARINE PAINE
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RANGEDEVELOPMENT
Our collection will relate back to the brand’s values which are women empowerment, heritage, sustainability and quality. It will focus in womenswear and for Nomadok’s first collection, we offer jackets, trousers, and tops which can be formed into 6 outfits. We would like our consumers to feel the uniqueness and specialness from out brand, therefore, limited amount of products will be produced. Besides, It can also avoid losing focus of our brand’s values and having unclear image to consumers.
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Nomadok positioned in the classic luxury sector in the market positioning, so the price we offer will be relatively high. In addition, through integrating the interview result, consumers suggested that luxury products is symbolic of wealth and power, they also think that high price means the products are made delicately, and means quality guaranteed. In order to build a strong high end brand our price range will be higher than our competitors like Etro and Isabel marant.
So our price range will be...
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PRICEARCHITECTURE
Tops: £340-£2100
Jackets: £610-£2400 Jackets: £460-£2300
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7 NOMADOK
MULTI-CHANNEL INTERGRATED COMMUNICATION PLAN
Marketing strategy will impact every piece of your business and it should be tied to every piece of your business. BRANDON ANDERSON
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Online
Website is a common yet important element that an official company should have. It gives customers an overall image of the brand. It is cost effective and easy to monitor. Nomadok can express its brand characters through the website design and look. Other advantages include provide consumers with detail informations of both brand and products with 88% of consumers search for a product online before buying in-store.
In addition, website is visible and accessible worldwide that helps to gain more customers. Based on the market macro trend and PESTLE, consumers wants convenience and easy purchase, especially luxury buyers with around 73% of them purchase online. Website provide 24/7 availability for consumers to purchase will be able to attract consumers and boost sales. Hence, Nomadok will develop a platform that is informative, provide product informations, sizing and brand knowledge; expressive, utilize website colour, design to deliver brand’s message; convenient, allow 24/7 worldwide purchase.
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MARKETROUTES
Website development Convenient
Expressive
Allow buyers to shop at anytime, anywhere.
Colours resemble to our brand's colour palette
Informative Detailed product information
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MARKETROUTES MARKETROUTES
Offline Nomadok will also need an offline approach, which is launching a concept store, as in-store experiences are on the rise, opening a physical store increases traffic to that retailer’s website and drives up the share of web traffic within that market by an average 27%(ICSC) Moreover, 90% of consumers are more likely to buy when helped by a knowledgeable associate.(Trade Time, 2019) With the help of them, Nomadok can build up personal connection with consumers directly. Research has found that consumers will feel more secure when they can touch and feel the products. So, it is beneficial for Nomadok to have an offline presence.
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Nomadok will not sell through from other channels, but focusing only on concept store to emphasize its uniqueness and exclusivity. Also, we can monitor and train our own staff to assure that they deliver and show the same spirit as our brand. Pop-ups come up with a Nomadok’s cafe will give a taste of our brand’s lifestyle which will be located in London, manchester and Glasgow. This enables us to have stronger and closer connection with consumers and in this way, we can gain awareness and exposure.
Objectives
1
Increase web traffic and social media awareness
2
Create deep connection and gain loyal customers
3
Strengthen brand identity and increase regconition
Within 1 year
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Website Introduction in London Fashion Week Social media Concept store launch
Promotional event
#Embrace your femininity campaign
Their private lives interview
#We made to last campaign
Collaboration with Gabriela Hearst
Brand extension Perfume product line
Behind the scene Production process
Youtube
Blog
Pop-ups
Guerrilla marketing
Media coverage (Digital/Print)
Infuencers/ Celebrities
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COMMUNICATIONPLAN
Overview
01
Introduction in London Fashion Week
Nomadok will have a strong entrance which will be introducing the first collection in London Fashion Week in Feburary 2020. London Fashion Week is one of the most attention-grabbing period of time where it has the largest media coverage and social media attention as it is a huge event in fashion industry and it can reach to a global audiences. Nomadok will utilize this opportunity to gain brand exposure and seek more opportunities for future investment and collaboration.
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Media coverage can increase brand visibility as many online platforms and print media have already developed a regular base of viewers. Like The Business of Fashion has built a global following as an essential daily resource for fashion creatives, business professionals and entrepreneurs in over 200 countries and territories.(CrunchBase, 2019) Utilize them can reach to wider audiences in the shortest time. Thus, Nomadok will be introducing their entrance and their brand vision and story through digital and print publications that are relevant to fashion content. For digital platforms: Business Of Fashion, Harper 's Bazaar, Net-a-Porter. For print magazine: Harper Bazaar, Wonderland, and Instyle UK. Digital platforms
Print magazines
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COMMUNICATIONPLAN
Media coverage
02
Concept store launch
Noamdok concept store will be launch in London central. The store concept is modern bohemian which we combine minimalistic and bohemian style together with folk culture. The colour we use resembles our brand’s vibe which are rustic red, brown, dark green and colours in an earthy tone. Our store consists two sections - Shopping area and a garden, providing customers a physical environment to engage with the brand.
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Store interior, design concept and brand visions will be on publications that are relevant to interior design online magazines and print media such as ELLE Decoration UK. Also, on fashion related platforms like Time magazines and FashionUnited.
COMMUNICATIONPLAN
Media coverage
Promotional event To celebrate and promote the launch of Nomadok, there will be a Launch party hold in the store garden. Photographers, media professionals and journalists will be hired to record the whole event.
Celebrities/Infuencers endorsement Celebrities
In order to reinforece Nomadok’s image, reach wider audiences and gain more exposure, celebrities who have similar personalities and image (Independent, Feminist) will be chosen and invited to our event. The chosen celebrities are Emma Waston, Barbara Palvin, Jennifer Lawrence, Viola Davis. Influencers are Hannah Anderson, SinÊad Burke and Orla Doderty. They are all independent and strong women who has made great impact to the society.
Influencers
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03
#Embrace your femininity campaign
This is a continuous campaign that express our values of women empowerment and women rights. We want to raise and gather womens’ power by hashtagging #NomadokEmbraceyourfemininity and #womencan. This campaign can increase engagement as hashtag makes topics and conversations easier to locate on social media categorically. It also beneficial for content reach extension to increase brand awareness. (Wilkinson, 2018)
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There are estimated 24 million number of Instagram users in the UK in 2019, it accounts for 42% of the UK’s population and over 50% are female users which reveals that instagram is a great business tool for advertisement and engagement. Therefore, Nomadok will target the consumer groups with creative and inspiring content and high emphasis on sustainability and femininity. The interactive campaign #Embraceyourfemininity and #womencan will also be implemented.
Nomadok will use Pinterest as a platform to provide strong visual of their product, retail designs and aspirational quotes regarding feminism and sustainability.
EVERYDAY 83
COMMUNICATIONPLAN
Social Media
#Their Private Lives interview To deepen and strenghten the campaign message, we will interview celebrities and influencers, ask them to share their lifeexperiences as a women in the society. Questions will be asked: What is your most memorable achievement? Any life experiences regarding inequlity? Do you think women are capable of anything?
These short but in depth conversations provide educational and aspiring real life experiences to consumers. Futhur expressing Nomadok's values and building up the connections with consumers. It also helps promoting the #Embraceyourfemininity campaign, as the conversations is about women empowerment, and the guest is required to say "Embrace your femininity" by the end of the interview.
Youtube The interviews will be shared on YouTube because of its massive web traffic, YouTube gets over 30 million visitors per day. In an average month, 8 out of 10 18-49 year-olds watch YouTube. It is also the 2nd most visited website in the world.(YouTube Statistic, 2019) It shows that through YouTube, Nomadok can reach to wider audiences in our targeted range of consumers.
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ONCE A WEEK
Making good use of blog can develop relationships with potential and existing customers. Customers can select the the content that suits their flavours. Brand can also share additional informations and related news in an alternative way.
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COMMUNICATIONPLAN
Blog
04
#We Made To Last campaign
As a sustainable brand, Nomadok promised to be sustainable as possible as they can. This campaign aims to raise consumers awareness on environmental impact made by human activities, over-consumption is one of those activities. The brand also offer lifelong maintenance to customers who purchase from our brand with paying 10% more of the product price, 60% of our profits will be given to the charity Women For Women, that helps women survivors of war rebuild their lives.
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EVERYDAY
Facebook is a largest social media platform with 2 billion users. It is reasonable for Nomadok to build up a brand platform there as 24% percent of global active Facebook users being women between the ages of 18 and 34 years, which is in our targeted age range. The brand will share posts that are relevant to our brand’s values and updates of the brand, ensure that consumers will be the first to know.
Youtube
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COMMUNICATIONPLAN
Social Media
#Behind The Scene - Production process The Behind the scene of Production process is a video that presents how is a Nomadok’s product produced. High transparency of a brand can build authenticity, and make good reputation. Consumers can understand how were their clothes made and where do they come from.
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Collaboration with Gabriela Hearst
To further deepen the connection between the brand and sustainability, Nomadok will collaborate with Gabriela Hearst, a brand that promote slow fashion and upcycling. They are well-known for sustainability which can bring positive image to Nomadok and expose to new group of potential consumers.
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COMMUNICATIONPLAN
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Press release for full coverage Nomadok and Gabriela Hearst Announce Collaboration to Launch A Timeless Design Combining Sustainability with Luxury. July 27 2020 Nomadok, a new fashion designer brand, and Gabriela Hearst announced they will work together to bring a better sustainable luxurious product to the fashion industry. The design idea is to bring a beautiful, relevant and 100% disposable and biodegradable product from in and out to consumers. The fabrics chosen are all eco-friendly, such as silk, organic cotton and rayon from Bamboo. Besides the disposable fabrics, packaging is also under their concern. This has been brought together with a helping hand from Gabriela Hearst, as they are partnering with innovative Israeli company TIPA, which produce 100% biodegradable packaging.”Once a piece is unpacked, say, a dress, the packaging is composted, similar to an orange peel! “ said Gabriela.
“We are leading the new way of sustainable fashion into luxury market, we define the next generation of luxury.” Sophie Patkai
“We realised that the brands are evolving, they all want to show their sustainable side to gain consumers trust, but they neglected the fact that the method they use aren’t helping at all. Like the donating policy, the brand couldn’t even guarantee the donations are delivered into good hands. Many of the donations ended up in the landfill. That’s why Gabriela and I want to do something that really helps shaping a more sustainable future.” said Sophie Patkai, the founder and designer of Nomadok. Nomadok will be holding a pop-up concept store during the collaboration period in London from August 16th until September 20th. The pop-up concept store will be setted up as an exhibition. Introducing the biodegradable fabrics and and concept of the future sustainable luxury. Find out more at: https://nomdok.weeblysite.com/
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We define the next generation of sustainability
Direct email enables Nomadok to reach an already engaged audience. This will be sent to a limited amount of customers, such a the VIPs. This service shows that the brand values its customers. It is an effective promotional tool, as the brand can sell specific products or services.
Influencers The influencers chosen are living a lavish lifestyle. Utilize their influences, Nomadok can reach a broader range of luxury buyers.
NOMADOK We are beyond excited to show you our newest collection in collaboration with Gabriela Hearst. The collection were deisnged with sustainable purpose which every parts of our garments are biodegradable. We will be launching an exhibition regarding our concept ideas and introduce the innovative technique for a better sustainable future!
Click to link beloew to purchase https://nomdok.weeblysite.com/
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Direct email
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Brand Extension - Perfume product line
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To raise brand awareness, Nomadok will place a giant perfume model on street in London, Manchester, Birmingham and Glasgow. The perfume will give a smell of the perfume and will be able to attract pedestrians.
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COMMUNICATIONPLAN
Guerrilla marketing
#Their Private Lives Interview Blog posts
YouTube videos #We Made to Last Behind the scene Production process Announce Collab
Release Collab Pop-up concept store Direct Email Guerrilla Marketing
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FEB MAR
12MONTHCRITICALPATH
Create website Create Social media account Introduction in LFW
Concept store launch Social media posts Media coverage #Embrace your femininity Promotional event Celebrities/ Influencers coverage
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JUN
JUL
AUG
SEP
OCT
NOV
DEC
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Path to success In conclusion, by following the marketing communication strategy, and implementing the well built brand identity, Nomadok will be able to stand strong in the luxury market. They will gain certain amount of loyal customers and keep on attracting potential customers by extending their product line and different collaborations. The brand health will be measured and calculated by social media followers, comments, shares, likes and web traffics to estimate consumers perceptions and apply adjustments.
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8 NOMADOK
Appendix Illustrations Bibliography References
Survey
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APPENDIX
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Interview Q: What is luxury means to you? A: Luxury means somthing expensive and serious. It isn't commonly owned by public because of its high price. Q: What do u expect from a luxury product? A: Maybe the story behind the product, and its quality. Because it must have something that worths to call it luxury. And its true that wearing or using luxury products makes me feel more confident and decent. Q: Please choose a price range below. Which price range do you think it defines as luxury? (Apparel: Jacket) £100-£500 £600-£1000 £1100-£1500 £1600-£2000 £2100-£2500 £2600-£3000 A: I think more than £1100 will see as luxury.
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