MML Marketing Plan

photographer: ruby tindall

marketing plan

Contents page Brand Overview USP Market Level Product Range Zara Target Customer Topman Price H&M Place ASOS/ ASOS ECO Branding Reiss Pop-up Shop Cos Promotional Methods Arket The App Summary of Competitors

mml is a contemporary essentials brand that focuses on creating timeless clothing that lasts until 2050. MML hopes to encourage people to buy less, buy better and keep it for longer in an attempt to reduce waste within the fashion industry.

The Problem:

The Solution:

In today’s society there is a throw away

Buy less. Buy better. Keep it for longer.

culture which is fuelled by the fast fashion

I’ve created the brand MML to encourage people to think about the clothing they are buying and make a conscious effort to buy a handful of beautiful, better quality pieces, that will last untill MML/2050.

industry. There is a constant want to keep up with the latest trends which change on a weekly basis. This is made possible by brands selling garments at rock-bottom prices and of such poor quality that they fall apart after just a few wears. Not only does this have a direct impact on the wages and the environment that the people who manufacture our clothes have to work in, it has also created a huge issue with pollution and waste. The fashion industry is the world’s second-largest polluter. with 1,500,000 tons of clothing thrown away each year in the UK alone.

To make this possible I have had to consider: • How to create a brand that encourages and persuades people to change their shopping habits.

• The correct product range that has diverse and versatile pieces that fulfil and satisfy my customer’s needs in as fewer pieces as possible.

• Designing pieces that are timeless and classic so that people will continue to want to wear them for the next 30+ years.

• The construction of the garments to ensure they will last until 2050.

• Brand and promote the clothing in a fun, contemporary way which changes people’s opinions of sustainable brands and clothing.

mml

•Nearly three-fifths of all clothing produced ends up in incinerators or landfills within a year of being made.

•Consumers keep half as long as

clothing they did

items about 15 years ago.

•Estimates suggest consumers treat the lowest-priced garments as nearly disposable, discarding them after just seven or eight wears.

•Annual clothing production exceeded 100 billion for the first time in 2014; resulting in nearly 14 items for every person on earth.

•Zara offers 24 new clothing collections each year; H&M offers 12 to 16 and refreshes them weekly.

Among all European apparel companies, the average number of clothing collections has more than doubled.

•In the UK alone we throw away more than a million tonnes of clothes a year and then replace them with two million tonnes of new ones.

Market Level

My market level was influenced by several contributing factors. It was clear from the beginning that my products would be of a high quality (to ensure they stand the test of time) and more expensive than high-street brands (to allow for high quality fabrics, good manufacture working conditions, fair wages for the whole supply chain, and to encourage people to value their clothing more.) However, I was aware

that MML could not be placed too high in the market as those who usually shop in high-street stores would be unlikely to be able to afford designer prices. For this reason, MML would be classed as High-End High-Street with competitors such as Reiss, Cos and Whistles. The diagram below displays MML’s competitors, where their target customers currently shop as well as aspirational brands.

high quality

Aspirational brands

Burberry

Direct competitors - Customer A

Acne Studios

mml market position

Theory

Fast fashion competitors - Customer B New competitor - Opening August 2017

mml Reiss Arket Whistles COS Ader Error Selected Homme

high price

low price

Zara

Topman

River Island H&M New Look Primark low quality Customer A: The easier of the two target customers to approach. They currently shop at MML’s direct competitors eg. Whistles, COS, Reiss, and are used to spending more money on higher quality clothing.

Customer B: The most important customer to MML but also the hardest to appeal to. Customer B usually shops at high street brands such as Zara, Topman, River Island, H&M and is a part of throw away culture. They take an interest in their appearance however are trend led and buy cheap clothing which is worn for one season and then disposed of. The reason this is my target customer is because they are a large demographic which are culprits for throw away fashion however they do have the disposable income to be able to save and invest in higher end pieces if encouraged to do so.

£17.99

£12.99

those created by designer labels. In particular they replicate prints, embroidery, slogans and key silhouettes.

Often people go to H&M for essential pieces rather than statement pieces that they may get from somewhere like Zara. The price point is one of the lowest on the highstreet particularly for essentials such as T-Shirts (£3.99).

H&M is the go to shop for many who are looking to buy the latest trends that will be disposed of when it passes.

£49.99

£17.99

£3.99

£17.99

High Street Competitors: Customer A

H&M is a fast fashion giant who produce over 600 million items of clothing each year, making it one of the largest fashion retailers in the world. On average they make £19.3 trillion pounds a year. They produce trend led pieces creating new looks and styles on a weekly basis. These are aimed at trend focussed men and women aged between 16yrs – 35yrs. The pieces are simplified versions of clothing seen on catwalks and

•The creation of their Conscious Collection which uses organic cotton and recycled materials.

In recent years H&M has been under scrutiny for the huge volumes of cheap clothing created, with •They use renewable energy many questioning the sustainability and ethics of to power some of their stores. their business. They have taken the following steps in trying to make their brand more sustainable. •Creating well paid jobs in safe environments for people in developing countries.

•Explaining how to care for your clothing

are some flaws in their become more sustainable:

•Many of the items are made of 100% cotton however •Organic cotton requires a huge amount it does not tell you where they were made or by of energy, fuel and water to make. who or what conditions they were manufactured in.

•Although the pieces can be recycled it takes a lot of energy to do so and it would take 12 years to use 1000 tons of fashion waste, the same amount H&M outputs in 48 hours.

•It takes four T-Shirts to make one new recycled T-Shirt.

•On H&M’s website it does not mention how they are striving to become a more sustainable brand or how their customers can help to make the fashion industry more sustainable. The only link to their page on sustainability is if you scroll to the very bottom of the page where it is written in small writing.

•On average, an American disposes of 70lbs of It is hard to not feel that H&M’s efforts to become clothing per year which is equivalent to 200 men’s T-Shirts. sustainable are a glossy PR front which comes second to selling as much clothing as possible to make the most •H&M continue to produce new styles each money as possible. Therefore, I want to take a different week encouraging their customers to buy approach to creating a more sustainable brand. more to keep up with that week’s trend.

I want to create a brand that encourages •Although they have created their Conscious the consumer to buy less, buy better Collection it is the very last thing on their menu and quality pieces and keep them for longer. therefore does not grab the customer’s attention.

•The prices are still extremely low

High Street Competitors: Customer A

However there approach to

Jacket £49.99

Shorts £29.99

Shirt £25.99

Suit Trouser £29.99

style might not be available in a weeks time.

The customer is also made to feel like they need to keep updating their wardrobe to keep up with the constantly changing trends. Panic buying and keeping up with trends are two big culprits in encouraging throw away fashion.

In order to avoid these issues with my brand I want to create timeless classics that aren’t trend led. I also want to avoid having a huge variety of styles, instead creating an essential wardrobe with a handful of new pieces being introduced throughout the year.

When I counted how many Men’s T-Shirts Zara had available on their website at the moment it totalled 406 different styles/colours. This is a shockingly high number and more choice than I believe to be necessary. I want to shift the focus of fashion from quantity to quality.

406 Men’s T-Shirts Available 1,177,784,343 units were sold in 2015

High Street Competitors: Customer A

Zara is the largest fast-fashion high-street brand with over 2,200 stores worldwide. Their target customer is aged between 20 and 35 with their price point being slightly higher than H&M but still suitable for the high-street.

Zara’s strategy is to offer the latest fashion trends, at affordable prices and getting them to market as quickly as possible. They have the capability to move from identifying a trend to having clothes ready for sale within less than 30 days compared to competitors that take 4 – 12 months. They produce around 12,000 different styles on a yearly basis compared to the average of 3,000. It is estimated that a Zara customer visits the store 17 times a year compared to the average of 3 times per year.

Their strategy is to produce more styles but a lower quantity of each. This creates artificial scarcity which increases desirability and causes the customer to panic buy as they know that

Zara has come under scrutiny for it’s unstainable business strategy and has tried to respond in a similar way to H&M. They’ve created a range called J‘oin Life’ which uses ‘sustainable raw materials’, ‘upcycled fabrics’ and their packaging is 100% recycled.

Although these changes are welcomed, the same faults can

be found in Zara’s strategy as we found in H&M’s. The J‘oin Life’ range is the same price as the main range, it remains trend led and the low cost encourages throw away fashion. The link for the range on the website is at the very end of their product range rather than being a main feature on their website.

High Street Competitors: Customer A

own photographs When visiting Zara I photographed the details on some of the garments. I instantly noticed the attention on focusing on current trends such as floral embroidery, combining elements of different pieces of clothing not usually found together for example a suit with the sleeves of a bomber jacket. The main aim of the clothing was for its aesthetic not for its function. These two elements combined means the clothing is unlikely to last a long time as well as going out of fashion quickly and consequently being disposed of. In response I want my collection to not only be timeless but also functional.

High-street brand Topman is similar to Zara in the sense that they focus on current trends and the aesthetic of their clothes over quality and being made to last. When visiting Topman it made think how I would approach making clothes that last. I noticed a T-Shirt that had a transfer printed logo on the front of it. From my own experience I have noticed how these crack and disintegrate after a few washes. Within my collection I would like to use embroidery as it is harder wearing and more likely to last longer. I want to refrain from using details that don’t have a purpose. For example, fake pockets, within my garments I want to focus on what makes something essential and concentrating on functionality.

transfer prints that easily crack

In an attempt to own Topman have

un-functional features

become more sustainable, the Arcadia Group who been a member of the Better Cotton Initiative:

‘The Better Cotton Initiative exists to make global cotton production better for the people who produce it, better for the environment it grows in and better for the sector’s future, by developing Better Cotton as a sustainable mainstream commodity.’ (BCI) Topman’s sister company Topshop has a range called Topshop Reclaim which is made entirely from surplus material and production offcuts. However, this is not available online or for the Topman range.

Topman does not publicly share a list of supplier names and addresses. Fast fashion brand’s low costs have a direct impact on the wages and condition the people who create the clothing have to work in. When the company doesn’t disclose their suppliers names it means they can not be held accountable.

With my brand I want to ensure that the prices allow for not only the garments to be made to last but also to ensure everyone in the supply chain works in safe environments and gets paid fairly.

High Street Competitors: Customer A

In our consumer culture we have grown to get a rush from getting a piece of clothing for a really low price. Promotional offers have become a large contributing factor to this. 2 for ÂŁ12, Buy One, Get One Free. This encourages having multiple pieces of the same clothing rather than spending more money on one good quality piece.

Trousers: £30.00

Shorts: £18.00

ASOS is an online clothing store which sells its own label as well as 850 other brands. It’s tagline is ‘Great Fashion at a Great Price’. Their target customer is people aged 20 - 30 years old. Focusing on ASOS’s own brand the prices are cheaper than what you would get for a similar product on the high-street.

This is achievable due to the smaller overheads of being an online website. Each week ASOS introduces 4000 new items to ensure they are always on trend.

Shirt: £22.00

Two criteria that both our brands share are ‘Removing Waste’ and ‘Preserving Natural Resources’. However, rather than creating a strategy to remove waste I want to focus on preventative methods. Conversely, ASOS do not disclose a complete list of the countries in which its suppliers are located. There has also been speculation that the staff and exhausted by the demands of unachievably high targets. ASOS’s Eco Edit is only available in womenswear. Throughout my Similar to Zara, ASOS is a member of the Better market research into sustainable brands I have become Cotton Initiative and the first online brand to aware that the majority only sell womenswear. This has become carbon neutral. It has also created a label proven that there is a gap in the market for my brand. called The Eco Edit which sells ‘sustainable fashion’ ASOS is my only solely online based competitor. the items must fulfil one of the following criteria: How they use technology has been an informative aspect of my market research. Online shopping is

•Building communities becoming more and more popular due to our fast

•Developing fair trade and alleviating pace of life and the growth of technology. MML

poverty would be available online and via it’s own app. From

•Preserving natural resources my market research I’ve learnt it’s vital to consider

•Removing waste how technology can be used to enhance your brand..

•Advancing animal welfare

Online Competitors: Customer A

In comparison to all the brands on the high-street at the moment Reiss is one that MML is most similar to. Their focus is to provide exceptional design, quality and value to its customers. Their product range is based around welltailored essentials, sold in a clean, sleek environment. The higher quality pieces, made from well considered materials, allow for Reiss to charge a higher price than other stores found on the high street, with their garments ranging from £45 for a top to £300 for a coat. Their price point is slightly above what I aim for my clothing to be sold at purely because I’m hoping to bridge the gap between these two sectors. What makes MML different to Reiss is, the sense of humour, quirkiness, use of colour and how it is marketed as a lifestyle brand. One aspect of Reiss I particularly like is their

focus on innovative design rather than trend led design.

This results in more timeless pieces being created and discourages throw away fashion. Their target customer is the young professional aged between mid 20’s – mid 30’s.

I hope for my brand to cover this demographic but extend it to mid 40’s as I hope for people to keep the pieces, and invest in MML for a long time. A noticeable difference between Reiss and the fast-fashion stores previously mentioned is that the focus is not on initial impact, instead it is on the intricate details, cut and fabrications. In order for me to convince people who usually shop at H&M, Zara and Topman to invest in pieces similar to those found in Reiss, I need them to be able to appreciate the smaller details.

Attention to detail, jet pockets with top stich detailing

High quality fabrics help pieces last longer

Concealed button stand gives coat a more refined and expensive finish

High-End High Street Competitors: Customer B

Innovative panelling and seam detail

High quality cut and fit makes people feel like it’s worth spending more money

Pocket details - Bar tacks on opening

Small details such as having lining fabric behind the button hole make the coat feel more special and luxurious. We are more likely to care for something we believe to be special and well made.

The presentation of the products within Reiss gives the shop an upmarket feel and the customer is more likey to enjoy the experience and spend more money on higher quality pieces.

Cos is a fashion brand that focuses on modern, functional and considered design. The aesthetic is very Scandinavian and minimal with almost no embellishment, pattern or print and a refined colour palette, the focus is purely on silhouette, cut and clever details.

Cos has a slightly more relaxed and casual feel than Reiss with less focus on tailoring. The price range of Cos stands between high-street stores and Cos and is my biggest competitor on price. The Scandinavian brand combines traditional techniques with cutting edge technology, this gives some of the pieces a sports-luxe finish.

The main difference between Reiss and Cos is how Cos have created a lifestyle brand which their clothing sits within. I believe the future of fashion lies within lifestyle brands. People are becoming more aware of their health, mental health, lifestyle and sense of style and find it easier to buy clothing when they can see how it fits into their lifestyle as a whole. One way they market themselves as a lifestyle brand is through their magazine which acts as a look book and magazine, promoting a cohesive lifestyle. This is something I would like to achieve with MML by promoting living as an Essentialist.

Although Cos focus on essentials and have a clean aesthetic, two things MML and Cos have in common, I believe Cos can sometimes appear clinical and lacking excitement. I want to create a brand that has a personality, quirky details and that makes people smile.

Incorporating texture and colour into an essentials collection adds interest

Concealed zips and fastening appear on the majority of Cos pieces.

This helps to create their minimal aesthetic.

These details take skilled pattern cutting and manufactor and therefore justify the pieces being priced higher than highstreet.

The use of Scandinavian furniture throught their stores gives a relaxed and homely feel to the shopping experience.

This also contributes to creating a lifesyle brand.

High-End High Street Competitors: Customer B

Minimal details and choice of fabric creates a sport-luxe feel

Attention to detail and care for the appearance of the garments sets Cos apart from Zara, Topman and H&M.

High-End High Street Competitors: Customer B

The way the clothing is displays gives you a clear idea of what pieces would work together and how they could be styled.

Arket is a new store is opening in August this year. It says ‘The brand DNA is timeless, crisp, quality and warmth,’ The brand has been created with sustainability at it’s focus from the beginning rather than an after thought. Arket is part of the H&M Group along with Cos and H&M. Although it shares a similar Scandinavian feel as Cos there is a warmth and ease to their clothing. The brand aims to focus on making sustainable, durable and good quality staple pieces. The exact pricing of the clothing is still unknown however it is expected to fall inbetween H&M and Cos prices. Arket also appears to have to taken the idea of a lifestyle brand one step further than Cos. The flagship store opening in London later this year is said to have a Café that serves fresh, seasonal, Nordic inspired food as well as selling select pieces of furniture and accessories. Although Arket will act as a competitor to MML it also proves there is a gap in the market for sustainable , high quality and essential clothing.

New Competitor: Opening August 2017

Competitor Analysis Summary

•Although high-street brands are taking steps to become more sustainable they are only focusing on using organic cotton. However, millions of organic cotton t-shirts in a landfill is still a huge problem. This is why I want to focus on choosing fabrics that last a long time and encouraging people to spend more on their clothing but invest in good quality pieces that will last.

•Preventing the problem rather cleaning up afterwards. High-street brands are investing in cleaning up landfills and recycling clothing. However, it takes a lot of energy, fuel and water to recycle clothing and takes 4 recycled T-Shirts to create one new one. It would also take H&M 12 years to use 1000 tons of fashion waste, the same amount it outputs in 48 hours. It is for this reason that I want to focus on changing consumer habits as the simplest solution is to buy less and keep it.

•Price is crucial when trying to discourage throw away fashion. Clothing on the high-street is priced so low, including the eco-ranges, that people aren’t invested in their clothing. As a result of this people don’t take care of their clothes, don’t mend them or keep them for longer than one season. By increasing the price people are more likely to take more care of the piece of clothing and keep it for longer.

•High-street brands have sustainability strategies however they are discreetly hidden within their websites. I want sustainability to be at the forefront of my branding and marketing.

•One feature H&M do have on their website that is very good is how to care for their clothing to make them last longer. This is something I would like to feature on my App as I believe so many people don’t know how to care for their clothing •High-street brands have an enormous number of styles and pieces which get changed on a weekly basis. I want to create a concise product range of just the essentials. I also plan on styling new pieces with previous pieces to show people how to style what they already have with what is new to buy.

•On the high street the majority of clothing has been created purely for its visual impact with no thought into its function or quality. I want to bring the focus back to quality and functionality.

•The collections are completely trend driven which means a lot of the focus is on embellishment, slogans, false detailing etc. Due to the nature of fast fashion these trends come and go within a matter of weeks. This means a huge volume of clothing is disposed of and ends up in a landfill.

•Zara produce a larger range of products but less quantity of each. This increases desirability around the product causing people to panic buy.

I want to provide a limited product range that continues to be available for a long time with new pieces that work with previous collections being released sporadically throughout the year.

This creates a more expensive feel to the store. The shelves and rails often hold less stock on the shop floor. These are all things I want to consider when creating my pop-up space.

such much

as, buy one, get one free, clothing as possible for as

fuels our consumer culture lower price as possible.

•In the high-end high-street stores such as, Reiss and Cos, we see a greater focus on quality, functionality and detail hence why these are my direct competition.

•Whilst these brands have worked hard to element unnecessary details they have also become quite clinical. I want to create a brand that introduces personality to essential pieces.

•The clothing found in high-end high-street stores has a very limited colour palette with the majority of it being bases around grey, blue and black. I understand that this helps to create pieces that won’t date however I want to create timeless pieces that use a carefully selected colour palette.

•Lifestyle I want •How end

brands are becoming to promote my essential

increasingly clothing as

popular part of

within living

the fashion industry. life as an essentialist.

clothing is presented changes as the price increases. The clothing in high-street is often seen clustered into outfits rather than garment

Competitor Analysis Summary

•Promotional offers of wanting as

hightype.

Unique Selling Point

mml is a contemporary essentials brand that focuses on creating timeless clothing that lasts until 2050.

The clothing is designed to be timeless, high in quality, with a focus on cut and fit. Paired with its unique, quirky details and styling, the brand is using its personality to combat the stigma surrounding sustainable fashion.

MML hopes to encourage people to buy less, buy better and keep it for longer in an attempt to reduce waste within the fashion industry.

Product Range

Choosing the correct product range was crucial in creating a brand that encourages people be able to see how they are classic designs, that don’t to buy less. The pieces needed to satisfy all the follow trends, but will still look stylish in years to come. customer’s needs in as fewer pieces as possible.

I have made a conscious decision to create a product I began my market research by asking people to range that is seasonless for a couple of reasons. The photograph what they wore every day for a week. From recent shift within the fashion industry has seen the those photographs I discarded the items that weren’t introduction of seasonless collections due to the essential and was left with the ‘Essential Checklist’ international nature of the industry and promoting to that has acted as the basis for my product range. people in different climates. The product range I have chosen also demonstrates how with just a few pieces The design of the clothing was crucial in the success you can style them to transition from season to season. of the brand. To convince people to invest in their purchases and buy less, it is important for the customer to

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7 Day Clothes Challegne

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essential checklist raincoat jacket jumper shirt trousers shorts t-shirt

memobottle

Birkenstock I carried out market research to understand what was already available on the market and the current trends. I quickly became aware of the growth in lifestyle brands that promote their clothing as part of a whole lifestyle. This has been water bottles. Birkenstock were the perfect footwear important in the creation of my brand as I began my to accompany my brand as they use ‘high quality concept by looking at living life as an essentialist. materials and unique construction to give durable Architect and designer Vincent Van Duysen said: comfort and long lasting good looks.’ Birkenstock also offer a repair service to ensure their shoes last until 2050 just like my clothing. Memobottle is an ‘Essentialism means undoing the clutter exciting brand who is tackling the issue of single and getting to the core, paring use bottle consumption with a beautiful but simple back to the bone and achieving design solution. ‘Human convenience is often the authenticity, simplicity and purity.’ catalyst for environmental harm. To influence a positive change, and to effectively break people’s This is the ideal I want to promote through my lifestyle habits around single-use drink bottles, they realised brand and as part of this, the idea of owning they needed to offer an alternative that was truly only the clothing that you really need. In turn this convenient, beautiful and sustainable in design. promotes a more sustainable way of living and was What would gain modern approval and pass the where my strap line of Buy Less, Buy Better, Keep till test of time’. The photoshoot I put together as part of MML, stemmed from. As part of my lifestyle brand it my marketing campaign shows my clothing working was important to me to find other brands with similar seamlessly alongside Birkenstock and Memobottle. values to work with and promote alongside my product range. After conversations with Birkenstock and Memobottle they both supported my brand and provided me with their shoes and reusable

Target Customer Gaining a strong understanding of my customer was essential at the beginning of my project as I needed to design both my brand, marketing and garments around them. I believe I have two target customers both of which are professional men aged 25 - 40 living within cities. The first target customer (Customer A) is a man who is interested in the design world and values the craft behind well designed and manufactured products and clothing.

The second (Customer B) is more difficult but most important to my brand. It is the man who takes pride in his appearance however is loyal to high-street brands and is content with cheap clothing that may not last long. Although Customer B is not the obvious choice for my target customer, it is the demographic which I am trying to change the habits of as they are the biggest culprit of throw away fashion.

In both instances my target customer must have a small amount of disposable income for me to be able to encourage them to change their current shopping habits and invest in timeless garments, but buy less items. My brand will sit in the highend high-street sector of the market with competitors such as Reiss, Cos and Whistles.

My speciality as a designer and pattern cutter is in menswear, therefore that is where I began with my product range. However, I believe the brand could easily work as a womenswear brand and therefore I plan on marketing it as both a men’s and women’s brand. Marketing to both men and women also works well as I have had to consider the fact that many women are involved in purchasing clothing for their partners therefore it must appeal to both sexes.

Price is one of the most crucial issues that I have had to consider with my brand. Whilst trying to deter people from buying ‘cheap and cheerful clothing’ due to the poor conditions the items are often made in, a low price also means people don’t care for the garments in the same way that they would if they had saved and brought something special and more expensive. Low cost also encourages wearing a piece of clothing just a handful of times before throwing it away and replacing it. Despite being clear that my products must not be sold at high street prices it is crucial that it is not too expensive that people who usually buy high-street clothing are not able or willing to buy the more expensive pieces. Selling at a higher cost has allowed me to purchase high quality fabrics and finishes which ensure the garment will last for longer and feels like a high-quality piece when worn.

For these reasons, I have carefully chosen the pricing strategies seen below that I believe allow for my customer to buy something that feels special and would be an investment for years to come whilst remaining affordable to my target market.

Each aspect of the manufacture of the garments has been considered to create clothing that lasts a long time whilst having a luxurious finish.

• •

• • •

Lap seams Half lined trousers to avoid wearing on the knees Hard wearing fabrics Bound edges Multi-functional pockets

Raincoat: £225 Jacket: £150 Jumper: £95 Shirt: £85 T-shirt:

£45 Woollen Winter Trousers: £145 Tailored Trousers: £110 Shorts: £75

Place

With my brand being based on the essentials I have created a pop up capsule wardrobe unit to hold all my essential items in. This could appear in different high-end department stores, alone as a stand or within concept stores.

The versatilely of the wardrobe means it’s

a compact unit which comes ready-made and easy to insert into a variety of locations and stores. This would come with the clothes, the branded hangers, look book/ newspapers, memobottles and Birkenstock all displayed in the same way in each store.

Collaboration with Nathan Harris, Carpenter

Promotional Methods

Advertising: the ‘Essential Items to have in your Due to having two different target Wardrobe’. This is an item that is extremely customers I have to consider a variety relevant to my brand and a method I of promotional methods in order to could get indirect promotion from if MML reach the two intended customers. pieces were featured within the article.

Customer A:

As well as my own print promotion through my free newspaper which is made up of New magazines who are looking to feature large posters that act as advertisements. new and fresh brands as well as established lifestyle/design magazines such as Kinfolk.

Website: Customer B Magazines such as GQ, Men’s Fitness and Esquire. Although placing adverts in these magazines is extremely expensive they often do articles where they feature

MML’s own website is an great opportunity to portray exactly what my brand values, aesthetic and essence is as well as a platform to display the full product range and launch future campaigns from.

newspaper

instagram

advertisment

Promotional Methods

website CO-OP: those of MML would allow for positive media exposure.

I am also passionate about my brand message Continuing to create relationships with brands and would therefore want to do as many personal such as those I’ve began to establish with such asppearances as possible at design shows, as Birkenstock and Memobottle. This provides my in store and within interviews to get the brand with the opportunity to be promoted by brand message across on a personal level. them or appear within their stores. Creating my look book as a free newspaper allows for a pile Social Media: to appear within stores which people are likely to pick up and take home to look at later. My Social media is a growing platform which I aim to take pop up capsule wardrobe allows for my products full advantage of. As a new brand it is the cheapest to appear within other stores and self promote. way for me to promote my new product however also Collaborating with Ruby Tindall, the most competitive. I have purposely chosen to an undiscovered photographer, use Instagram rather than Facebook as I believe it Bartholomew Jones, a new videographer and Nathan is better suited to promote a lifestyle brand through Harris, a young carpenter and furniture designer, has a visual medium which is how I work best. Instagram allowed us to promote each other through word of allows me to get across the aesthetic and essence mouth and on each other’s social media channels. of my brand whilst targeting my customer through specific hashtags and feeds. I continue to update Public Relations: this on nearly a daily basis in order to keep interest amongst followers and gain new ones. It is interesting Many celebrities have started to get involved with receiving comments and messages from potential promoting ethical brands that are tackling climate customers which I can then use as continuous change. Approaching those celebrities who have a market research to adapt to my target market. large following but who also share similar values to

Ruby Tindall’s instagram

Branding

Swing Tags

Perforated swing tags to allow the customer to rip off the essentials as they collect them

Personalised Hangers Engraved with branding straplines

Laser cut essential checklist to appear on wall of exhibition space/in a pop-up shop.

Vinyl Sticker

Printed Labels

Laser Cut Sign

Graphic T-Shirt created for opening night of my exhibition. Displaying the date of the show in 2050.

Creating the embroidered details for a long lasting effect.

Lookbook Pages

pop-up shop

promotional posters

pop - up shop

lifestyle brand