Final Major Project: Realisation by Catherine Belcher

KUSHTY

BE YOU, BE REAL

KUSHTY Catherine Belcher | catherinebelcher239@gmail.com

BE YOU, BE REAL 2

KUSHTY

C O N T E N T S

Integrated Marketing Strategy 28 - 31 | Marketing Aims and Objectives 32 - 33 | Marketing Strategies

Conclusion 68 - 73 | 18-Month Timeline 72 - 73 | Conclusion

Research 74 - 93 | Appendicies 95 - 97 | References 100-101 | Image References

VIP Package 44 - 45 | Introduction 46 - 47 | Objectives, Strategy, Tactics nd and Channel 47 - 50 | Visuals 50 - 51 | Measurement and Results

KUSHTY KUSHTY KUSHTY KUSHTY KUSHTY KUSHTY KUSHTY KUSHTY KUSHTY Kushty began from the taboo of talking about men’s mental health and the concept of masculinity. We have built Kushty to engage with and support our consumers through an optimistic approach as mental health should be spoken about more casually in everyday conversation. Due to the developing trends such as modern masculinity, health and wellness and inclusivity, we want to offer a space for our consumers to be educated, supported, and empowered. Push yourself to BE REAL, BE YOU. When wearing Kushty, we want men to feel comfortable in their own skin, beginning with the clothes they put on their body. We realise that although Generation Z are “digital natives” (Goldstein, 2020), they also will want to reconnect with in-person experiences they have missed during the pandemic (Rumsey, 2021). Therefore, our aim is to enter the male clothing market and create an exciting online and offline community.

KUSHTY | BRAND INTRODUCTION

EXECUTIVE SUMMARY 6

EXECUTIVE SUMMARY | PAGE 7

CAUSE BEHIND THE NAME KUSH TY noun: an exclamation of pleasure Kushty is an informal expression for nice, comfortable, awesome and wonderful. This is how we want our target market to feel in the clothing we offer, and how comfortable they are in using the service. The short and simple noun has been used to highlight the ease and simplicity of using the service and getting support.

KUSHTY

POSITIONING STATEMENT Kushty fits a gap in the market by creating mid-market priced garments to promote various versions of masculinity to support men to feel self-confident starting with the clothes they wear. Providing a community for young people to connect about important issues portrays a point of difference within the current UK marketplace.

KUSHTY

EXECUTIVE SUMMARY | PAGE 8

MARKET SITUATION

KUSHTY

THE PROBLEM “12.5% of men in the UK are suffering from one of the common mental health disorders” (Men’s Health Forum, 2017) “In England, around 1 in 8 men have a common mental health problem and suicide is the single biggest killer of men under 45” (Mental Health Foundation, 2020) “The proportion of UK students declaring mental health conditions has doubled in 5 years” (Turner, 2019)

We have come to realise that there is a lack of understanding around mental health in comparison to other illnesses or diseases (TEDxTalks, 2017). An example of this is highlighted through the language used when describing people with either a mental illness or a life-threatening disease. Mental illness: “weak, lazy, violent and unmotivated” (TEDxTalks, 2017) Life threatening disease: “Strong, brave, and determined” (TEDxTalks, 2017)

Furthermore, there are still societal barriers which have been proven to affect mental health (Mental Health Foundation, 2020). Stereotypes are a main factor which affect all genders, however, for men, they are not being spoken about as much as others. Traditional stereotypes include “strength, stoicism, dominance and control” (Mental Health Foundation, 2020). This misconception around men’s mental health is important to educate all genders and all ages to help people break the stigma around this conversation. This concept of masculinity is a large area of concern for men as it is evident that men may feel weak when asking for help (BMI Healthcare, 2020).

RATIONAL FOR CREATIVE APPEALE Based on the market situation, trends, and competitors, (see appendix 1) these findings presented a desperate need for change to help save men’s lives. The stereotypical definition of masculinity does not fit the whole of society anymore (Stott, 2018), Kushty aims to promote a diverse range of models and styles to promote the change in the concept of masculinity. It must be noted that, generation Z look to purpose driven brands that align with their personal values and relate to their interests. By delivering mental health content within a fashion brand, more men may take that step to reach out in a comfortable space.

HOW ARE WE THE SOLUTION?

Who are we? We are an inclusive, courageous male leisurewear brand with a mission to create a positive online and offline community.

How? Kushty offers all men comfortable clothing and online support through our social media platforms, blog, and online helpline.

What?

Why?

Comfortable fashion forward clothing using fun and playful language with diverse models at a mid-price point.

To give men the confidence to be their real selves and reinforce the ease and accessibility of getting mental health support.

TARGET CONSUMER

Demographics The Kushty primary consumer comprises of Generation Z men aged between 16-25. They represent the contemporary everyday young men by being most likely to be facing many stressful firsts in their lives. It is likely they are attending university or starting their first jobs, notorious for burning themselves out due to the rise and grind of ‘hustle culture’. The secondary audience is targeted towards the caring friends and family of the primary Kushty consumer. Although this is a male leisurewear brand, Kushty is gender inclusive and accepting of anyone who wants to be part of the community.

Behavioural

Psychographics

It can be argued that Generation Z is the most influential consumer cohort in the industry (Moran, 2020), they demand a positive social, environmental, and ethical change in all industries (Bell, 2021) therefore look for purpose driven companies to invest into. They will naturally move towards peer product reviews before making a purchase in store (Bell, 2021) to see how desirable and purchasable the product is (Hawkins and Stott, 2019).

As the pandemic has accelerated Generations Z’s commitment to social responsibility (Maguire, 2020), they naturally realise the notions of masculinity is changing. He has high expectations from growing up in the “era of instant” (Goldstein, 2020) and looks to convenience when making a purchase. Like many other young people, although they may be cautious to return to the new normal (Bell, 2021), this cohort are craving sensory moments spent in real places to reconnect with touch, feelings, products, and experiences he has missed out on (Bell, 2021). According to Rogers’ Diffusion of Innovators (Posner, 2015, p125) he is likely to be an “Early Adopter” as he is passionate about new fashion trends and actively follows websites such as Hypebeast on social media to follow launch dates and learn more about the brand (Callaghan, 2021). Other than fashion, our target consumer prioritises fitness and sleep (WGSN, 2020), as well as looking into places to travel.

However, the loss of income and declining consumer confidence the world has faced due to the pandemic has driven these consumers to move to lower priced items (Adhi et al, 2020). Furthermore, when purchasing products, 71% of people want “frictionless commerce” (Stott and Walker, 2018) to avoid in-store hassles, but when shopping online, our target audience are “digital natives” (Goldstein, 2020) and shops directly through Instagram and Facebook (Hawkins and Stott, 2019).

KUSHTY

BRAND OVERVIEW Kushty is an optimistic purpose-driven business to consumer leisurewear brand that will provide comfort and mental health resources for men. We aim to deliver high quality fashion forward pieces to assist men to feel comfortable in their own skin and cater to their own definition of masculinity. Along with these pieces, we focus on the generation of today, self-expression and inclusivity by creating a safe non-judgemental digital space for our consumers to connect with other individuals. Aiming to help create a conversation surrounding the stigmatisation of mental health and raise awareness of mental health charities. KUSHTY | MISSION STATEMENT

VISUAL BRAND

Colour Pallette A bright colour palette has been selected to reflect positivity, self-expression and hope (Clark, 2021). Furthermore, by utilising a strong range of seasonal colours, Kushty aims to move away from stereotypical ‘manly’ colours to represent all men.

Primary Logo

KUSHTY

Secondary Logos

KUSHTY be real, be you.

Verdigris: This bold colour has already emerged in casualwear and has been a strong youthful colour (Clark, 2021). This should resonate with the gen z consumers targeted to aid the new definitions of masculinity.

KUSHTY

Lucious Red: This powerful hue of red has a sensory effect which expresses empowerment, one of Kushty’s core values (Clark, 2021)

KUSHTY KUSHTY KUSHTY

Typefaces Aa. ARCHIVO BLACK REGULAR Uppercase lettering only. Header 1. Object > Transform > Shear

Aa. ARCHIVO BLACK REGULAR Uppercase lettering only. Stroke 1. Fill 0.

0123456789ab cdef ghijklmn opqrstuwxyzA BCDEFGHIJKL NOPQRSTUVW XYZ

Aa. Helvetica Neue Bold Upper and Lowercase lettering only. Header 2.

Aa. Helvetica Neue Regular Upper and Lowercase lettering only. Main body text

0123456789ab c d e f g h i j k l m n opqrstuwxyzA BCDEFGHIJKL N O P Q R S T U V W XYZ

Digital Lavender: According to Clark (2021), this lavender colour represents society’s emergent focus on wellness and emotional fitness, furthermore, as an inclusive brand, this colour is suitable for all genders.

Sundial: Aims to appeal to the consumer through the need and desire of community (Clark, 2021)

0 1 2 3 4 5 6 7 8 9 a b c d e f g h i j k l m n o p q r s t u w x y z A B C D E F G H I J K L N O P Q R S T U V W XYZ

SUPPORT We are likeminded individuals who want to support men through on and offline channels to help them feel comfortable talking about their feelings to spread awareness on how easy it is to get support.

EDUCATE Kushty aims to educate and make men and their family and friends aware about different types of mental health to help remove the stigmas around it, and how to help someone going through a difficult time.

EMPOWER Our online and offline platforms aim to empower the everyday man to gain the confidence to push the definition of masculinity and feel comfortable in their own skin, starting with the clothes they put on their body.

KUSHTY

SUPPORT - We are likeminded individuals who want to support men through on and offline channels to help them feel comfortable talking about their feelings to spread awareness on how easy it is to get support.

VERBAL BRAND BE YOU, BE REAL

KUSHTY

Product Offering

Kushty Community - Blog Page Sitemap - these two sections will be discussed in the marketing campaigns in further detail

In the first 18 months of launch, an exclusive limited-edition collaboration with a men’s mental health charity will be created to see the hype and popularity of the product. As Kushty grows, a standard basic collection will be made permanent featuring the most popular silhouettes.

Packaging Labels

KUSHTY Hoodies: £55

KUSHTY Oversized Tees: £35

Kushty Wellbeing - Support Page

A page dedicated to offering support and advice to anyone who needs it. It ranges from small questions to immediate help and further professional support to let men know it is okay.

Clothing labels

Created using high quality sustainable cotton, the collection will come in in a selection of colourways and sizing ranges from XS to XL to target the everyday young man. Clothing and Laundering labels will have “how are you” and “you are not alone” printed onto them to provide a more personalised experience and to aid the individual to think about their feelings throughout the day.

HOW WE WORK

Kushty is split into three segments, from impactful capsule collections, to helpful resources and on and offline experiences to help create conversation around mental health and positivity. The online experience has been designed to fit perfectly with the consumers need for a frictionless experience (Stott and Walker, 2018).

KUSHTY

MARKETING AIMS AND OBJECTIVES To improve awareness and understanding around the most common men’s mental health problems to get more compassion around the subject and build a community for men to feel safe. Our social media and blog posts will be directed to our target audience containing sponsored sharable content with the men’s mental health charity HUMEN, comprising of key facts and statistics to those living within the UK. Kushty will mainly operate online with few pop-up store events located in London. Our second marketing aim is to increase market share to help increase our competitive advantage. Although there are competitors in the same market as Kushty (see appendix 1), at present there aren’t any fashion-conscious clothing companies in the UK purpose driven mental health market. This means that we have an opportunity to differentiate, however, Kushty may be up against mid-market priced menswear clothing brands. As Kushty grows, a focus will be made to encourage sales and the usage of the hotline through promoting convenience and offering a discount for new customers. The final marketing aim is to grow the social media following on all main platforms, i.e., Instagram. As Instagram reports to have more than one billion monthly active users globally (Tankovska, 2021), it will be the main platform to use to build awareness and engage with the target consumers.

MAIN PROJECT: #KUSHTYXHUMEN Clothing collaboration with Men’s Mental health Charity: “HUMEN” Kushty and HUMEN are partnering to highlight the benefits of talking about our mental health. We teamed up with the charity organisation to create a limited-edition capsule collection. HUMEN was created to provide more accessible ways for men to improve their mental health by creating one-hour sessions for men to get together to talk honestly in a confidential space (Humen, 2021).

Why HUMEN?

Oversized Hoodies - Available on our website www.kushtyclothing.com

HUMEN was chosen based on the values they portray to their audience, for example, they are “changing the face of what it means to be a man” (Humen, 2021) by “[Moving] beyond the false and limiting notions of what it means to be a man, or lad or bloke” (Humen, 2021). Furthermore, as the target consumer also seeks to be able to express oneself in society, the collaboration would generate conversation surrounding men’s mental health and tap into “consumer aspirations” (Posner, 2015, pp.174).

The collection will be based around four different themes, revolving around Kushty’s values: Optimism, Acceptance, Patience and Focus. Proceeds from the collection will be donated to HUMEN, who provide mental health support to men of all ages. Each item bought from the collection will come with a mental health booklet featuring alternative ways to exercise your mental health and a journal to write down their thought and feelings each day.

Creating a limited-edition collection, with the intent of opening the conversation to mental health should create a buzz of excitement and a need of urgency through the idea of an exclusive product. As Instagram will be the primary channel of use, it is necessary to collaboration with HUMEN to reach another cohort of potential consumers. They currently have 28.7k followers, enabling us to fulfil the marketing objectives.

This collaboration will utilise paid, earned, and owned media shown through the mini projects to promote the first Kushty limited-edition collection. and reinforce our values of support, educate and empower. These promotional tools have been carefully chosen to align with our brand values and attract existing and potential customers.

INTEGRATED MARKETING STRATEGY

Website and Blog

Campaign Three focuses on the website and blog content made to promote the launch, the new collection and connect with the digitally native consumer. This will be available on desktop, mobile and tablet. • Targets the curious consumer looking to find out more about the brand

Pop Up Event Campaign One focuses on a three-day multi-purpose pop-up and fundraising event promoting the limited-edition collection with HUMEN. • Targets the consumers craving for sensory experiences

VIP Package

Campaign Two is the creation and development of the exclusive VIP package for the event to create desirability through an extra exclusive brand touchpoint. • Targets the consumers who like the buy into exclusive clothing and find rare pieces 32

Instagram Content Campaign Four focuses on the launch of the Instagram account and the content produced leading up to the event, with a small competition to build awareness in the online space. • Targets the digital consumer who often checks social media every day to check new trends, find a community and engage with brands

Peckham

01: POP UP EVENT

A three-day multi-purpose, educational, fashionable, and interactive pop up and fundraising event at Copeland Park, Peckham between Wednesday 8th June 2022 and Saturday 11th June 2022. Tickets cost £10.00. The proceeds of each ticket sold (£1) will be donated to HUMEN to raise awareness for mental health charities.

To increase awareness and interest into the brand story and website, whilst offering the limited-edition collection to consumers. It is said that opening a new store can “increase traffic to a retailer’s website” (Stott and Walker, 2018). Therefore, this is an opportunity for consumers to be “[exposed] to a brand they may only be able to interact with online” (Compremedia, 2019). Furthermore, it will provide consumers the sensory experience they have been craving as they miss meeting face-to-face (Bell, 2021).

EVENT ITINERARY

INFLUENCERS

GUEST SPEAKERS

FITNESS

The event will have a local DJ playing the entire event to create a lively and positive atmosphere for the attendees.

The event will host the founder of HUMEN to present a talk to educate and encourage the audience to look to help if they need it in an engaging and cheerful manner.

To target different consumer types, one influential content creator @iambenwest who is a mental health advocate will present a talk focusing on their experiences with mental health. This will also be livestreamed at the event, so that their advice and experiences can be shared with a larger audience.

There will be an opportunity for consumers to take part in a livestream fitness workout at the event and on Instagram live to reinforce the importance of physical and mental health to the consumer, as well as connecting with the target consumer at a deeper level.

EVENT VENUE

COPELAND PARK, PECKHAM THE WAREHOUSE SPACE

LONDON Floorplan

SMART Objectives - Host a successful and positively reviewed four-day multi-purpose mental health fundraising event. - Raise £2,500 for HUMEN through the sale of products and tickets by the end of the four-day period. - Gain a minimum of 50 people to sign up to direct marketing sign-ups for exclusive information about the event.

Target Consumer As this is the first Kushty in-person event, it will target both those who have heard about the brand and potential consumers. They are likely to be interested in buying wellness and exclusive items (Callaghan et al, 2021) and seek out new and safe multi-sensory experiences (Bell, 2021).

Strategy

Awareness and Interest As the first Kushty pop-up event, it is essential to provide and promote a unique schedule to create attractiveness and increase awareness and interest towards our brand. The itinerary will be created to provide a multi-purpose event catering to the senses of the target consumers. By offering clothing, guest talks, and fitness classes, we aim to target consumers needs to create a free-flowing positive atmosphere. We want to promote mental wellbeing through creative visual merchandising and allow consumers to freely move to different areas throughout the week, and lead to the sale of the limited-edition products.

Above is the floor plan for the London pop-up event. This will follow a flowing structure that can easily be adjusted and transformed from fashion to fitness or talk event. This means that the space can be easily adapted to accommodate the other activities and provide a frictionless experience for the consumer (Hawkins and Scott, 2020). By being near to Peckham Rye Station it will enable easy access to the space. It is surrounded by fashionable studios, bards and galleries for young Londoners which may be interested in the event when passing by (AppearHere, 2021).

Tactics Our values of support, educate and connect is at the core of all our Kushty events. Rather than just selling clothing, we have added other activities to encourage our consumers to speak about their mental health and make a stronger connection with the consumers and the Kushty community. We hope our consumers will create user-generated content by sharing the event on their personal accounts to further spread awareness. Furthermore, to target the online consumer, the DJ, guest talks and fitness class will be livestreamed on the Kushty Instagram to reach a larger cohort of potential consumers.

Large industrial space - ready to be adjusted at any time of the day due to size and space Presentation Area - Ready for engaging and educational talks

Selfie booth - help you memorise the experience with a souvenieer to keep

VISUAL MERCHANDISING The aim of the event is to create a positive and exciting ambience enticing the customers to take part in every aspect of the three days. In comparison to our competitors, our attention is centred around fashion-forward displays and eye-catching visual merchandising to aid our brand image. For the internal space, it fuses together an industrial look with the brick walls, which will create a strong contrast between our bright colour palettes.

Channel

Expected Results

As well as the Kushty online platforms, the pop-up event aims to bring the Kushty consumer groups The expected result of this event is to sell out each of the four days with enough hype and excitement together in an in-person environment. By hosting in a large space and offering different activities, we towards the campaign. If it is sold out, Kushty should receive an element of consumer loyalty and certainty, leading to a higher level of brand awareness in the UK marketplace. It is expected that the hope to create a buzz of excitement throughout the five days. majority of received feedback will be positive, with some providing key information on how to improve the next events. Furthermore, from increased brand awareness, and a positive reputation, an increase of sales across the event and throughout the first 18-months of launch should take place. Furthermore, as physical stores are a strong touchpoint, they should lead to the boost in sales online (Stott The success of the event will be measured by: and Walker, 2018). - The number of tickets bought before and during the event - The amount of people who have signed up for exclusive information on the website about the event. Every attendee will be emailed a form about their experience during the event to improve Kushty events in the future. - The amount of people joining the livestream on Instagram.

Measurement

02: VIP PACKAGE

Exclusive lanyards, perfect for collecting

Exclusive lanyards to be worn around our most dedicated consumers

What An exclusive VIP package containing an event guide and mental health booklet, lanyard, poster, access to early admission and insider knowledge on the event earlier than general admission.

Why The packs aim to increase revenue for the event, targeting a dedicated consumer who is interested in exclusive items of clothing and is willing to spend more on an experience. It also aims to increase brand awareness through the social media channels prior to the event.

Event Guide and Mental Health Booklet

SMART Objectives - To provide added value to the consumer with an extra exclusive brand touchpoint. - To get a minimum of 30 people to sign up to VIP.

Strategy It must be noted that Gen Z buy into value-driven purpose products (Moran, 2020) and brands that have the same values as them. The VIP pack aims to target the consumer through providing products that provide advice around how to deal with mental health and ways to help support others. We also offer exclusive freebies to increase desire of the package to give consumers a “dopamine delivery” (Bell, 2021) when opening the packs. By giving them a burst of excitement when receiving the visually pleasing products, we hope they post on their social medias.

By utilising a creative and aesthetically pleasing package, we want our consumers to post these on their personal social media accounts before each event to create user-generated content and raise awareness further. Furthermore, key influencers will receive a VIP package to promote teasers on social media to help increase the desirability and reliability of Kushty as a brand and the event.

Channel Owned Media: Kushty VIP packs will be available via the website www.kushtyclothing.com. Each package will be shipped out a week prior to the event.

To integrate this package with the digital side of consumers, it will feature a QR code which will provide extra information about each piece of clothing provided at the event and key information about guest speakers. VIP customers will be able to enter the event thirty-minutes before general admission to receive first exclusive access to the collection.

Tactic The VIP packages are limited to exclusive VIP customers only, meaning they will have the opportunity for further access to the event. This multi-sensory touchpoint will add value and create a memorable experience for the consumer QR Code - Contains what products are still available and where to find them

Inside Booklet Top: What’s On Bottom: Journal

Printed ticket - adds value through a physical touchpoint

Measurement The success of this marketing campaign will be measured by: - The quantity of VIP packages sold before and during the event. - The number of social media mentions on consumers personal accounts to measure the popularity. From this we will be able to see whether there is increased desirability between the brand and consumers during the event

Expected Results We expect that the VIP packages will bring increased revenue for the event with increased brand awareness on social media. We hope that there will be enough hype created before and during the event that consumers will post these online and engage well with the products provided, therefore the majority of tickets (45) should sell out prior to the event.

03: WEBSITE AND BLOG What

The website and blog will provide all the important information consumers need about the brand, the events, products, keep up to date with Kushty news and events, provide a place for consumers to interact with each other on a peer-to-peer platform (Hawkins and Stott, 2019).

Why As people have felt intense feelings of anxiety due to the pandemic (Charm, 2020), it is important to act as an online multi-sensory touchpoint to be able to socially connect with the consumer on a deeper level (O’Brien et al, 2019) and provide a safe space for an individual to feel supported, educated, and empowered.

our website is accessible via tablet, laptop or mobile at www.kushtyclothing.com

SMART Objectives - Create six unique content blog posts about the collaboration, the event, interviews from influencers about their experience with mental health and ways to spot certain mental health symptoms. - Receive fifty new accounts made on the website to increase engagement between the brand and consumer.

Target Consumer The chosen target consumer is likely to be a new or potential customer to the brand, looking to find key information about the brands values and mission. They are digitally aware and desire a “frictionless” (Stott and Walker, 2018) and convenient digital experience when on a website. The secondary target consumer is the person interested in keeping up-to-date with the fashion industry, news around the world and wellness as they are now prioritising their health and wellness concerns (Charm, 2020).

Website Homepage

New customers will see a pop-up call to action to prompt users to sign up to the mailing list for more personalised information considering the events, clothes drops and ticket sales.

Tactic The blog page is a multi-sensory platform which covers topics of mental health, fashion, music, video content, podcasts, and Spotify playlists. It must be emphasised that playful and positive language will be utilised as there is “no one size fits all phrase” (Men’s Health Forum, 2018). Blog posts will be promoted on the social media channels, predominantly Instagram where users will be encouraged to ‘swipe up’ to be sent directly to the website. A forum will be provided where individuals can anonymously post what they are feeling based on a certain theme each week and other users can comment to build the online community as this is an important element to the consumer.

Strategy The Kushty website has been carefully curated and designed to portray the brand ethos using strong typography and positive and diverse imagery. To keep consumers returning to the site, the website will be clearly laid out to provide ease and convenience.

Blog Homepage - Instantly shows you the newest posts

Channel

Primary Owned Media: The content will be available via the website www.kushtyclothing.com, and will be posted to our social media accounts with links directly to the website. Secondary Paid Media: Email Marketing will be utilised to provide consumers who have signed up to email marketing to receive updates on new posts and products. Shared Media: As Spotify has around “217 million monthly active users worldwide” (Porter, 2019), we will create branded playlists based on a specific theme each month to engage with users who are in the Kushty community and individual users who use Spotify daily. It will aim to create a positive brand image where the consumer can be involved in the community every time they listen to the playlists.

Measurement Website: We plan to use google analytics to aid our understanding of the online user’s journey on the clothing section as well as the blog and service. This is important as consumers attention spans are shortening (Bell, 2020), and we want to stop as much “cart abandonment” (Bell, 2020) as possible. Blog: Overall webpage visits, how many consumers sign up to make an account, which posts have been viewed the most and the number of comments and likes on these posts. This is important as we want to create memorable, helpful, and educational content that relates to our target consumers interests.

Expected Results The Kushty website is expected to have a stable and continual stream of traffic leading up the pop-up event, during and after. It is expected that the website will gain more traction during the event announcement, as well as the blog posts when they announce the new collection.

04: INSTAGRAM CONTENT

What

#KUSHTYXHUMEN Sharable Instagram content target to educate others on mental health, then leading up to the event introduce an online competition, influencers, and fashion inspiration to target the consumer further.

Why The core objective for Kushty as a start-up brand is to gain awareness for the brand to gain credibility and in turn loyalty from consumers. The Instagram page aims to create engagement with consumers and bring together individuals whose values align with ours to build a more personalised and emotional connection with the Kushty community.

SMART Objectives - Gain 1000 new Instagram followers in the first two months by posting positive and educational sharable content every day leading up to the event and after. - Generate user-generated content on the primary channel (Instagram) to increase brand awareness to a new cohort of consumers.

Target Consumer The last campaign focuses on the consumer who uses social media most of the day, often checking every hour. They use Instagram to “playfully and creatively communicate on a deeper level” (Houghton and Bishop, 2019) by following influencers and use their recommendations to make a purchase (Callaghan et al, 2021).

Strategy Instagram has been chosen as the platform is progressively becoming a place to learn and support other through creative content (Houghton and Bishop, 2019). This campaign concentrates on creating awareness for the brand using a popular social media site to build a stronger connection with the target consumer and build brand awareness. By creating sharable content about our products, brand values, positivity, and mental health, we can help to educate young men about the problem behind the stigmatisation of men’s mental health, whilst touching upon the interests of the consumer. The competition will provide a way to build awareness about us and our social media to help gain followers over the duration of the campaign and lead to ticket sales. During the weeks leading up to the event, consumers can share a post to their story, tag us, HUMEN and a friend they want to bring to the event and comment to gain a place in a random selection to win: - A free ticket +1 - £20 gift card to spend at the event

Sponsored Instagram Content - @iambenwest (Mentlal Health Activist)

Tactic By utilising a creative platform, it is essential to create content that reflects this and our values of support, educate and connect. Across our stories and feed, we will be colourful, following the colour palette to promote optimism and create reliability through our platform. Due to the pandemic, people are constantly “joy scrolling” (Buchanan, 2021) in search for good news, therefore this will be a large part of our online identity. We will send PR packages containing pieces of the collection and VIP package to a number of key micro, mid-tier and mega influencers (Launchmetrics, 2020) who have a strong connection with new potential consumers. They will post teasers and reviews leading up to the launch and event with accessible swipe up links to direct them to the website to create interest and desire amongst the consumers. The hashtag #KUSHTYxHUMEN will be used to create momentum on Instagram to help create user-generated content. If it is successful, potential consumers could see this online and expose Kushty to a wider audience. This aims to create interest and conversion, causing traffic towards the website. Furthermore, hashtags such as #wellness and #mentalhealth will be used in general content posts as these are popular hashtags within the Instagram space at the moment (Bell, 2021). Posted with our swipe to buy element

Competition Posts - Intended to create excitement and desirability

Channel Our Kushty Instagram page will be made public and accessed through the handle @kushtyclothing

Measurement Success of the content created will be measured by: - The amount of engagement e.g., likes, shares, and comments each post has - The amount of swipe ups stories receives regarding the event and new blog posts These measurements will be monitored monthly to create a plan of action for the following month. Success of the competition will be measured by: - The amount of shares, likes, and comments the original competition post receives leading up to the event

Expected Results As a new brand, it is expected the growth of the Instagram page to be slow during the first few months of trading. By collaborating with HUMEN who have 28.7k and various influencers the number of followers and engagement is expected to increase rapidly leading up to the launch and event by directing our content to various potential consumers.

Instagram story sneak peak of venue

18-MONTH TIMELINE

CONCLUSION Kushty is an optimistic purpose driven business to consumer leisurewear brand that focuses on the generation of today to help men feel comfortable in their own skin. We encourage them to be educated, supported, and empowered and push them to be themselves. The brand has been driven by the need to break the stigma around men’s mental health and the macro trends relating to modern masculinity, health and wellness and self-expression (see appendix 1). Although we are a fashion brand, we aim to be a positive community through our branding, marketing campaigns and business proposal to help make people aware of the current issues men are facing day to day. Looking to the future, we want to grow Kushty further by offering more in-person experiences. We aim to develop our product range as we gain market share in the purpose-driven industry whilst considering the macro trends around us. Furthermore, we hope to be able to collaborate with bigger mental health charities to spread our values to a wider audience.

THE APPENDICIES

1. Market Research

2. Business Plan

Competitor Analysis

Key Partners - Collaboration partner: Men’s mental health charity: HUMEN - Add value and credibility to the brand - Able to reach different types of consumers Key Activities - Sale of limited edition collab collection - Education in common mental health symptoms through panel talks and social media posts - A safe space for sharing thoughts and feelings - Announcement, competitions, and teasers Key Resources - London venue - Pop up store staff - Technology for event: speakers, iPads, handsfree payment - Travel to shop - Access to limited edition collection Value Proposition Kushty is an optimistic purpose-driven business to consumer leisurewear brand that will provide comfort and mental health resources for men. We aim to deliver high quality fashion forward pieces to assist men to feel comfortable in their own skin and cater to their own definition of masculinity. Along with these pieces, we focus on the generation of today, self-expression and inclusivity by creating a safe non-judgemental digital space for our consumers to connect with other individuals. Aiming to help create a conversation surrounding the stigmatisation of mental health and raise awareness of mental health charities.

These are the current competitors for Kushty in the clothing marketplace. It is clear from the positioning map that there is a gap in the market for a mid-market priced clothing brand which provides fashion forward and trendy clothing. The main competitor for this seems to be Madhappy, however, they predominantly take up the US market. This gives Kushty an opportunity to become a large market player in the UK but could potentially be up against fast-fashion brands. When looking at the mental health aspect, we didn’t think a comparison should be made on what services a person uses, as they all aim to help people with their problems and should not have a monetary value put on it.

Modern Masculinity

Health and Wellness

Traditional male gender roles never did account for all men, but now more and more brands are willing to speak out masculinity (Szymanska, 2016). For example, brands are now using effeminate models and men who do not adhere to the stereotypical body type to highlight “softer, more sensitive and vulnerable qualities of modern masculinity” (Stott, 2018).

Consumers are now prioritising health and wellness across all sectors and 73% of consumers expect brands to now incorporate this into their core values (Buller et al, 2020). This is more evident in younger consumers as they are aware of their own mental health requirements.

Younger generations are looking to new ways to take care of their mental health, they look online to find their own information. Friend et al (2018) highlight how Generation Z look to “[turn] emotions into actions” and “[challenge] existing societal structures”.

Channels - Kushty Website - Kushty social media - PR – blogs, websites and magazines (e-wom) - Offline advertising - Email marketing Customer Segments Revenue Streams - Ticket sales – VIP and general tickets - Sales of Goods at the event - Sales of goods through website during the event and after

Driving Trends

Anxiety Rebellion

Customer Relationships - Pop up – friendly, experienced, willing to help - Interact with consumers on social media - Interact before and after event - Customer service – online, email, phone call - Service – non-judgemental, empathetic, willing to listen and give advice

Storefront Salvation Due to the pandemic, flexible pop-up stores are becoming a convenient way to create multi-purpose spaces (Hawkins and Scott, 2020). This common theme of convenience is becoming extremely important to consumers, although online shopping is extremely easy, “physical stores remain a relevant touchpoint for consumers” (Stott and Walker, 2018).

Joy Scrolling The introduction of “joy scrolling” (Buchanan, 2021) has accelerated during the pandemic, where consumers and social media users look to find positive news, to spread optimism and uplift their moods (Buchanan, 2021).

3. Costings Pop Up

VIP-Package

Website and Blog

Instagram

4. Branding

Logo Development

Kapferer’s Brand Identity Prism

Above are experiments of the Kushty logo from first and second semester. At first i played around with a softer font based on the original colour palette i chose. However, when using them in mockups they did not look as professional. During the second semester, I finalised my logo and visual brand identity. The values of support, educate and empower were the strongest key values, therefore i thought these should be in the logo. After a lecture from Paul Young, he gave the advice of not putting everything about your brand in the logo.

FInal Logo Choices

My final logo takes on a more bold and strong approach. I kept the typeface very clean, joining it together with a connecting line that runs the whole way through the word. This creates a speedy effect throughout the short and simple word, this represents the ease of using the service, and is a reminder that help is easy to recieve. I created a smaller secondary logos that will be used on the instagram, website and blog pages. These are different colours to represent each area of the website. For example from top to bottom: Clothing, News, Community, Wellbeing.

4. Branding

Pinterest Moodboard Inspiration

Visual Brand Identity

Mindmaps were made to help decide what elements to choose from each marketing strategy. Due to feedback, i realised that i was trying to put too much into each marketing strategy that was not realistic for a new business or for a start-up budget.

Before i starting creating my viosuals, i made moodboards on pinterest with anything that caught my eye. I was really drawn in my the bright contrasting colours and outlined lettering which I decided to incorporate into my own work. It was hard to get the same effects as I have no original photographs to go off. I think that would of made my work look even better.

5. Marketing Strategies Initial Marketing Strategy Ideas After observing at my Semester 1 work, I created a list of possible marketing strategies and channels which would target the chosen consumer. Online •Website Design – developing the website to be fun and interactive with the consumer. It should be easily accessible to desktop and mobile devices – as the consumer want a frictionless experience. They are tech-savvy, and anything that doesn’t fit their standards they will leave the site and go elsewhere. •App – there is the opportunity to create an app that the consumer can use to log their feelings throughout the day. I realised that the app would not have any other use apart from this and online shopping. •Social Media – There are many choices for social media platforms, options include: Instagram, TikTok, Facebook, Youtube video series, Youtube Ad banners on specific videos. For the channels it is essential to create sharable content for the consumer but also other users on the platform. Due to the pandemic, more and more people have been searching for positive news (‘joy scrolling’), therefore the content we produce should be positive to create interest and user-generated content. Online competition – a competition could give the start up brand an opportunity to gain awareness based on the premise of an individual winning some freebies. •Influencer Marketing – as the target consumers are likely to follow a lot of influencers, it is important to promote mental health in a positive way to break the stigmas. By using well-known faces, young men may feel more inclined to share their thoughts and feelings. •Email Marketing – These will be sent to consumers when they sign up for updates on the website. Customers will be encouraged when they first enter the website, but it’s hard to say how many people will visit when the site is first established. •YouTube Videos – Generation Z enjoy spending time on their phones, especially watching YouTube videos. We could collaborate with influencers for them to show our products in the forms of product reviews or unboxings -The other idea was to make a series of videos with specific influencers or small mental health charities about the most common symptoms of mental health problems to try and educate people about the problem. •Blog – this will be attached to the website which will feature interviews and stories from the Kushty team, customers if they want to share their experiences, new news about the brand and the products, and news about what is happening around the world to target consumers interests as well as the problem that is currently happening to men. Offline •Pop-up event – this idea was created by the idea that consumers are craving in person experiences. Therefore, a small pop-up event can be created to provide them with this opportunity. The day would be multi-functional – the customer will have the opportunity to buy clothing, meditation classes, fitness classes, guest talks, food vans. The aim is to target the consumer with the things they are interested to make mental health seem normal to talk about. Using these activities may help people feel more comfortable reaching out. •VIP package – this event goody bag would feature limited edition items such as: event guide, lanyard, tote bag, small accessories – e.g. socks or something. •Clothing collaboration with small mental health charity – by collaborating with a mental health charity, as a new start up business, we will be able to reach a larger audience with our content. Furthermore, by collaborating with an established charity, it will reinforce our credibility and reliability as a brand whilst highlighting the values of the business. - Choices of charities: HUMEN, Men’s Minds Matter

5. Marketing Strategies Final Marketing Strategies After looking over all my ideas, I found the following elements to be the most effective as there is a mixture of on and offline marketing and they directly target the consumer well whilst highlighting the brand values. Main Project: Clothing Collaboration with HUMEN By creating a limited-edition collection with HUMEN, we are able to target a larger cohort of consumers. Especially those who follow HUMEN in the first place – they are interested in being educated about mental health. By using a limited-edition collection, it should create a sense of urgency to buy the product, after raising awareness for the brand leading up to the launch. Pop Up Event Utilising a three day pop up, allows for the consumer to have an in-person experience with a brand that they have only been interacting with online. This aims to create awareness and interest into the brand by offering interactive activities such as: live DJ, Guest talks from the founder of HUMEN and Ben West, a mental health advocate, and a Livestream fitness workout to show the importance of exercising your body and your mind. Other elements of the pop up was removed as I realised there were too many things going on inside. As a new start-up, the costings would have been too high to be profitable. VIP Package The VIP Package creates an extra brand touchpoint for the consumer. By providing them with a physical package, filled with free goodies, it is intended to target the consumer who likes to buy into a great experience. As they are limited edition, it should create a sense of urgency towards the product, therefore raising awareness for the brand. Website and Blog Development The website and blog is arguably the most important place to get perfectly targeted to your consumer. This should be where new and existing consumers look for information about the brand. Whilst we do this, we also target their hobbies through writing about fashion, fitness and health and important news around the world in order to educate others on important topics. Instagram Content The content for the instagram should be highly engaging, as from the Guest Lecturer, Becky from WSGN emphasised how companies are currently creating sharable content in order to raise awareness. This would be a beneficial start to gaining followers on social media, especially with the idea of ‘joy scrolling’.

6. Website Development Competitor Research Madhappy

Boys Get Sad Too

D.R.E.A.M

Madhappy

D.R.E.A.M

•Minimal, lots of white space, cool and fashion forward/modernised website •interesting to see that the blog page isn’t as modernised, looks basic •doesn’t fit with the main website •use of large images/models on the page •each pop up has a different coloured themed •does fit with the theme of Madhappy •good it shows colourways on each piece

•very minimal website – lots of blank space •no models just the individual pieces of clothing •explains what the business is about on the homepage of the website which is important

Boys Get Sad Too

Maison De Choup

•very minimal website, only has photos of the individual pieces of clothing •the website is very basic, not very professional typefaces •website doesn’t really show what the brand is about through colours or visuals

•explains what the business is on the front page •also very minimal website – shows which pieces are out of stock •does not show models just individual bits of clothing

Overall Comments •It became clear that all of the sites were very simple containing lots of white and blank space. •Was interesting to see what these competitors featured on their websites and what key information needs to be on Kushty’s •Some of the designs were very basic and not as professional – not a lot of imagery so wasn’t very interesting to look at •Kushty needs to engage with consumers and look at mental health in a positive and inclusive way – so I think it is important to have lots of imagery (with inclusive and diverse models), bold colours, and bold typography •The blog will also fit within Kushty’s values and brand identity as it may help make the move from clothing to the service section more seamless and portray how simple and easy getting support is

Maison De Choup

6. Website Development Visuals

I used Adobe Illustrator to come up with these ideas. I wanted the website to be colourful to help promote positivity, but also be easy to use. I chose big buttons first on the pages, but they looked clunky and not as professional. When adding more pictures, i thought it made the website look more professional and stand out in comparison to the competitors

6. Ticket Development

7. Packaging

Visuals

Initial ideas

When making the tickets, i firstly decided on a very simple design with the green and red, however, i used one of the poster mockups onto the final ticket which i thought created a strong contrast between all the colours, whilst also being simple.

7. Poster Development Visuals

With all of the packaging ideas, i made mockups using all the colour palette to see which colours worked the best together. I wanted contrasting colours, to help the bold typography stand out. I made moodboards on Pinterest to get an idea of what kind of branding i wanted to portray. With the labelling, I started very minimalistic, but then had the idea of adding in a question or phrase to be more personal to the consumer. I had to come up with a way for the consumer to think about their inner feelings. As the lettering is red it should catch the consumers eye.

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Final Major Project: Realisation

Articles inside

50 | Visuals

47 | Objectives, Strategy, Tactics nd and Channel

43 | Channel, Measurement and E Expected Results

45 | Introduction

41 | Visual Merchandising

37 | Event Itinerary

35 | Introduction

33 | Marketing Strategies

19 | Primary Consumer

15 | Rationale

31 | Marketing Aims and Objectives

23 | Visual Brand

17 | The Solution

25 | Verbal Brand

27 | How We Work

07 | Brand Introduction