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
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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.
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