ivy park: regeneration interweaving wearable technology into ivy park
The aim of my final MA Fashion Management and Communication project is to present an integrated marketing and communication report, overseeing a collaboration between wearable technology and Ivy Park, Topshop’s current line of active-wear. This report has been designed as a guide for Topshop to use internally, and has used the 7p’s of the marketing mix to develop a strategy for the release of this new line of garments indebted to technology. Named Ivy Park: Regeneration, these are garments that give a new sense of meaning to active-wear, they are reviving the previous collections with the use of smart fabrics and developments in wearable technology. The athleisure trend is showing no signs of slowing and the market is instead growing increasingly saturated, this range would therefore be a means for Topshop to assume a competitive edge and to draw in additional interest for the Ivy Park line. The overarching objective for this final project is to therefore enhance the current Ivy Park designs with technological elements, and to then compile a marketing strategy to both communicate and promote this concept forward for Topshop.
on your marks, get set, launch.
research
the low down
marketing mix
The research undertaken helped to shape this project in many ways. I relied on secondary methods to build an understanding of the wearable technology market, which is set to be worth $34 billion by 2020 (Lamkin, 2016). Research into the sector displayed it is one growing in relevance. Trend reports also identified the direction of the industry, which influenced the product line. The WGSN “Top Technology Trends” report anticipated the rise of “app-based offerings”, “smart fabrics” and “body composition” (Bell & Housley, 2017) products, in light of a shift within the technology sector. The product line of Ivy Park: Regeneration therefore makes reference to these findings, whilst also looking to the next possible development. Primary methods however worked to identify a demand, as staff reported a lull in Ivy Park sales in certain stores once compared to the year prior. A survey also acknowledged that for 71% of millennials their gym-wear provided no functional purpose, with style and function also considered of equal importance for shoppers. Research therefore confirmed Ivy Park: Regeneration had validity, as the product line takes both of these factors into consideration, and its launch would also be a means for Ivy Park to generate both interest and sales.
primary
71% of millennials believe their
x Store observations. x Topshop staff interviews. x Online athleisure survey. x Consumer profiling.
gym-wear does not provide any functional benefit. (this bit)
Fig.1
secondary x WGSN trend forecasts. x Mintel reports. x Marketing books. x Online articles.
product line-up
activewear that keeps working - even when you don’t. gps system with live directions that illuminate the sleeve.
biosensors which monitor breathing.
hydration stickers.
Fig.5
.2 Fig
Fig.3
Fig.7
Fig.6
wearable activity tracker.
Fig.4
uv protection.
Sensors to monitor performance and posture that gently vibrate once ill form is detected.
price
Based on an analysis of the previous Ivy Park line and a comparison between existing products within the wearable technology market, I have constructed a suggested price range between £90-£300. The pricing reflects the fact the products need external assistance from Garmin.
place
Considering athleisure is more of a life-style than a trend, Ivy Park has a transferable appeal. The collection will be therefore available online, and will also retail in the 3 main Topshop stores across London, Los Angeles and Sydney.
promo
Digital methods have been used not only because they reflect the ethos of the brand, but also due to the wealth of opportunities that can be explored, such as virtual reality and interactive marketing. A social media campaign and influencer marketing are extensions of this and are key additions to the promotional activity.
people
One of the most important groups of people involved in the promotional activity will be the bloggers contacted to work with Ivy Park: Regeneration. Their collaboration will extend to include guest fitness posts on the Topshop website, styled images shared to Instagram, Instagram story takeovers and gym events.
evidence
One extension of the physical evidence for the campaign is the interactive store displays that will line the Oxford Street windows, another is the Ivy Park: Regeneration tote bags that will come complimentary after purchase.
process
panels to cool or warm the muscles as appropriate.
buttons on the strap that can skip music and so on.
the end result The finished marketing strategy I chose to present in a newspaper format from a site called newspaper club. The end result covers 56 pages and has been presented as a digital broadsheet on 90gsm paper. The key aspects of the strategy include visuals, interviews, the product line itself, and of course the content. In reflection I would of liked to expand the written aspects, to have included a wider product range and to also develop further the event aspect of the promotional campaign.
references Bell, A. & Housley, S. (2017). CES 2017 – Top Technology Trends. Retrieved from www.wgsn.com. Lamkin, P. (2016). Wearable Tech Market To Be Worth $34 Billion By 2020. Retrieved from https://www.forbes.com/sites/paullamkin/2016/02/17/wearable-tech-market-to-be-worth-34billion-by-2020/.
Fig.1 Ryan, C. (2017). Millennial Activewear Preferences. Retrieved from personal collection. Fig.2 Unknown. (2017) Untitled. Retrieved from Retrieved from https://www.lsnglobal.com/markets/article/19181/athleisure-market. Fig.3 Unknown. (2017). Drop Armhole Tank by Ivy Park.[Photograph]. Retrieved from http://www.topshop.com/en/tsuk/product/clothing-427/ivy-park-5463599/drop-armhole-tank-topby-ivy-park-6625370?bi=20&ps=20 Fig.4 Unknown. (2017). Cropped Panel Jacket by Ivy Park. [Photograph ]. Retrieved from http://www.topshop.com/en/tsuk/product/clothing-427/ivy-park-5463599/cropped-panel-jacket-by-ivy-park-6821587?bi=0&ps=20.
In its entirety, this campaign with all its individual processes will take 6 months to launch. The line will therefore be released September 2018 for Autumn/Winter with additional promotional activities, such as fitness events and social media posts continuing after this date.
Fig.5 Unknown. (2017). “V” Mid-Rise 7/8 Leggings by Ivy Park. [Photograph ]. Retrieved from http://www.topshop.com/en/tsuk/product/clothing-427/ivy-park-5463599/v-mid-rise-78-leggings-by-ivy-park-5457863?bi=0&ps=20 Fig.6 Unknown. (2017). Logo Crew Neck Tee by Ivy Park. [Photograph ]. Retrieved from http://www.topshop.com/en/tsuk/product/clothing-427/ivy-park-5463599/logo-crew-neck-teeby-ivy-park-5455266?bi=20&ps=20. Fig.7 Unknown. (2017). Logo Detailed Elastic Racer Back Bra. [Photograph ]. Retrieved from http://www.topshop.com/en/tsuk/product/clothing-427/ivy-park-5463599/logo-detailedelastic-racer-back-bra-5700517?bi=0&ps=20.