Summer 17 Campaign Journal
Image credit: Pinterest, 2017 Left: natalieoffduty, 2017
Brand Analysis In Spring 2013, & Other Stories (Stories, 2017) launched as a concept store for H&M. Crafted by ateliers in Paris, Stockholm & Los Angeles, their accessories, beauty & ready-to-wear creations are built upon inspiring fashion tales. The brand creates diverse collections allowing women to assemble their own personal style, or story (Stories, 2017). With compassion at heart, & Other Stories next chapter aims to inspire with a sustainable mindset. Devoted to caring for the present and the future, the brand shares stories of diversity & empowerment, unfolding a timeless tale (Stories, 2017).
Image credit: Pinterest, 2017
Image credit left: Lisa Olsson, 2017 Right: Pinterest, 2017
Target Market
Present & Other Stories target market is trend setting metropolitan women aged twenty to fourty, with a higher disposable income. Customer Profile Laura Age: 36 Working from the converted loft in her London townhouse, freelance copywriter, Laura is a busy mother of two. Despite her frenetic lifestyle, raising children & maintaining a well-paid job, Laura never sacrifices her sense of style.
Future This campaign will embolden younger women with restricted spending power by providing them with a medium for creative goals and inspiration. Customer Profile Lily Age: 21 Graphic Design undergraduate, Lily, is preparing to step on the first rung of the career ladder. As a keen environmental activist, Lily shares her tips on how to save the planet with minor lifestyle changes on her weekly blog.
Image credit: trendychickadee, 2017 Left: Pinterest, 2017
Brand Values Partnership
& Other Stories value collaboration. The brand name is intended to be a prefix with collaborators such as Toms & Other Stories (Racked, 2017).
Quality
& Other Stories sell long-lasting wardrobe treasures made with good-quality fabrics & craftsmanship (Stories, 2017).
Sustainability
& Other Stories openly project their stance on being an environmental brand by developing programmes such as the in-store recycling scheme (Stories, 2017).
Diversity
& Other Stories are pioneers of diversity, continuously finding inspiration & talent in various ages, ethnicities, sexual orientations & personalities.
Image credit: VSCO, 2017
Image credit: dylanasuarez, 2017
Image credit: natalieoffduty, 2017
SWOT Analysis
Brand Positioning
Important
TREND LED
AFFORDABLE
EXCLUSIVE
CLASSIC & Other Stories has an upmarket feel, with a more expensive fashion offering (Clothing Retail 2016). The brand focuses on selling trend led products, whilst incorporating timeless classics into the collections.
Strengths
Weaknesses
Opportunities
Threats
•Enhance storytelling approach •Collaboration •Charity involvement •Expand environmental goals •Brand expansion
•H&M reliant •Hard to distinguish between competiors •Secretive nature •Cheaper replicates competitors
•Little financial limitations •Strong industry connections •Refreshing change through values of sustainability •Wide accessibility
•Lack of physical interaction •No clear tone of voice •Lack of storytelling campaigns •Confused target market
Image credit: whatoliviadid, 2017 Right: Pinterest, 2017, Caitlin Doney, 2017
Offline Audit
Online Audit Sites have a large following, combined with strong interactions between consumer & retailer. Outlets lack consistency, with Instagram & Facebook being utilised most frequently. Site
Following
627k
238k
253k
YouTube
713k
Spotify
Website
Worldwide
Content
About, careers, press info, Collections Promotional images, film
Links
Interaction
Frequency
Improvements
Website, bloggers , brand accounts
Brand hashtag #andotherstor ies, likes, reposts, replies to customers Like, share, comment
1.5ppd
Utilise the Instagram stories feature
0.4ppd
Product original content, too repetitive
Website
Like, retweet, personal messaging
2-3ppd
Diversify posts, promote products, questionnaires
Social media
Subscribe, like, share, comment Follow, save, share Follow, pin, like
Last upload 17/08/15
Consistency, tutorials, live streams -
5,080 pins
Inspiration boards, behind the scenes
Limited
1ppd
Personalise newsletter
Social media
Visual/ Interactive promotion, lack of written content Customer service device, verbal, visual information 22 films, campaigns
Website, social media
32k
Playlists
-
36.9k
Website
Newsletter
Worldwide through website
Seasons, co-labs, atelier stories Discount codes, new in, trends
Â
Website, social media, customer service
Orders
-
Monthly
Blog, product videos, meet the team
Location:MANCHESTER When: Friday afternoon Description: Open plan, environmentally inspired, -organised mess, Scandinavian styled Touchpoints: Luxurious dressing rooms, industrial spotlights, welcoming staff at entrance, minimalistic furnishings Customers: Women aged 20-40, laidback browsing Rewards: Limited - redeemable recycling or newsletter voucher Online Connection: Minimal – subtle social media promotion Conclusion: The store was beautifully merchandised & offered excellent customer service. However more interactive elements such as digital technology need to be introduced to improve overall experience & rival competitors.
Image credit: Pinterest, 2017 Right: Dylanasuarez, 2017
Campaign Objectives 1.
Collaborate with professionals outside of the fashion industry including scientists, activists & artists.
2.
Further enhance the storytelling philosophy behind the brand.
3.
Attract a younger demographic with lower spending power, seeking to break down the enigmatic nature behind the brand.
4.
Create lasting impressions by increasing interactivity in store.
Image credit right: Lisa Olsson, 2017
Summer 17 Concept Tapping into the brand’s storytelling philosophy, Journal is a hard-backed quarterly publication that showcases current & emotive issues relating to the arts, culture & the environment. With freshly commissioned photography & guest writers, Journal will unite an eclectic mix of creatives. Sold online & in store, each issue will be dedicated to a specific cause or topic that the brand has previously voiced their passion for. The first issue will uncover the tales behind working at the & Other Stories ateliers. Transporting readers behind the scenes will humanise the brand & in turn provide a reminder that the company is built upon a collection of people with their own aims, ambitions & stories to tell. Future issues will cover topics such as Climate Change, Recycling, Beauty, the LGBTQ Community & Feminism.
Image credit: Pinterest, 2017 Left: Edited by Caitlin Doney, 2017
Strategy This campaign will challenge our fast-paced, want-it-yesterday, mile-a-minute world. Journal will be promoted through slow marketing, allowing every brand story to last longer & longer. Growing a genuine connection, building long-term engagement & evolving a greater, deeper purpose will remain at the forefront of the campaign. Selling at £4, it will be a keepsake, collectable item that will open up a platform for deep thoughts & real opinions. Unlike H&M Magazine, Journal will focus less on the promotion of the products & instead, endorse the brand’s personality. Contributors will not be allowed to promote their own products for financial gain, but will be invited to write in general terms about issues, current affairs & trends.
Image credit: Pinterest, 2017
Tactics
Pre-launch •A Fashion film will announce the arrival of Journal. Shared on Facebook & Instagram, the video will also be screening in all UK stores. •To house the publication an exciting extension will be built within the flagship store. & Other Stories, Regent Street will open a library selling Journal, alongside a range of magazines from all areas of fashion, photography, architecture & design. These will include Kinfolk, Cereal & Suitcase. Situated on one of London’s busiest shopping streets, customers will appreciate the sensuous, tactile experience magazines offer in an open & calming atmosphere. In store tablets will be installed within the library so readers can access extra information regarding the publication. This will include contributor profiles, behind the scenes footage & what to expect in the next issue. •A press release will be distributed to digital & traditional mediums.
Image credit: Lisa Olsson, 2017
Image credit: Lisa Olsson, 2017 Left: Caitlin Doney, 2017
Tactics During
•On the 1st of September, the library will host an exclusive launch party, to celebrate the publications arrival. Bookmark invitations will be delivered to 200 guests, promising an evening of live music, cocktails, canapés & keepsake photographs from the photo booth. Guests will receive a goody bag; to include the first issue & a selection of atelier inspired iced biscuits provided by the Biscuiteers Baking Company. Guests include: -Estee LaLonde, YouTuber and Author -Livia Firth, Eco Activist -Sarah Stockman, Photographer and Feminist •On the day of general release, the first fifty buyers will receive their own box of Biscuiteers treats & the photo booth will remain in store for the general public to enjoy.
Image credit: Pinterest edited by Caitlin Doney, 2017
Tactics
Post-launch •For every online order over £50, the buyer will receive an eight page zine previewing & Other Stories favourite tales from the latest issue. This will build & prolong excitement every time a new issue is released. •As the first point of contact between the store & the customer, window displays create the most crucial first impression. With the rising level of economic growth, competition amongst retailers has increased. To attract & sustain the attention of the customers, & Other Stories will install creative & imaginative displays within all UK stores to portray the foremost theme of the latest Journal issue. The Regent Street store first window display will feature a life-size sewing box & profile Polaroid’s of a selection of atelier employees.
Image credit: Lisa Olsson, 2017
Action Timeline
01.07.17 Fashion film announces Journal via in-store and online screening
30.08.17 Library construction begins at Regent Street
15.07.17 Press release is distributed & first window display is revealed
01.09.17 The launch event takes place from 7pm onwards
01.08.17 Bookmark invitations distributed to 200 guests
02.09.17 Journal goes on sale to the general public
05.08.17 Librarian interviews begin
02.09.17 The first zines are distributed to buyers
The Book Club Archetype: Dry ComedyÂ
Image credit: Lisa Olsson, 2017 Right: Caitlin Doney, 2017
The Book Club
A fashion film featuring two friends with very different ideas on how to have fun. One wants to read, while the other wants to play. Player 1 | 0 Player 2 | 0
Grace Lily
0 0 0 2 3 45
Meet Grace
Tennis
Meet Lily
Round 1
1.
5.
6.
Hide & Seek
Offline Audit Archetype: Comedy The Book Club features two best friends with opposing ideas on how to have fun. One wants to play, whilst the other has her nose buried deep in Journal. We follow the characters playing games that typically require two players. The girl who wants to play attempts to entice her friend away from Journal, with a game of tennis, hide & seek, board games & finally a play date at the park.
5. 11.
8. Grace Lily
0 0
Grace Lily
0 0
READY OR NOT HERE I COME!
12. Grace Lily
0 2
Board games Round 1
14.
16.
17.
The Playground 19. Word Count: 1530
The Book Club Directed By Caitlin Doney
22.
24.
Caitlin Doney Media & Public Relations DE0923