15 | Rationale

Product Offering

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.

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.

KUSHTY

Packaging Labels Hoodies: £55 KUSHTY

Oversized Tees: £35

Clothing labels

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 Community - Blog Page

Sitemap - these two sections will be discussed in the marketing campaigns in further detail

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.

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.