Charlotte Crockett Digital Marketing Case Study
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About Mary Katrantzou originated from Athens, Greece. She attended Rhode Island School of Design before completing a BA in Textiles and an MA in Fashion at Central Saint Martins. After graduating she shifted to womenswear with a focus on print. A hyper-realist aesthetic, bold graphics and industrial jewellery are the components to her signature style. With over 250 stockists around the world and celebrities such a Taylor Swift, Rihanna, Beyonce and Sarah Jessica Parker rocking her garments, She can only get better.
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PEST Political
Economic
- David Cameron - there is an ‘economic, moral and practical’ case for lower taxes, during his central election pledges on taxes. - Importing from outside EU is subject to a third duty of 16.9% - VAT standard rate 20.00% - Traders have pushed back expectations of interest rates rising from a record low of 0.5% because inflation has come down sharply - Unemployment fell by 53,000 to 1.91 Million in 3 months
- Retailing makes up just over 5% of the economy - The online sector has seen significant growth, doubling its share of the market in the past 5 years. By October 2013, it accounted for around 10% of all retail sales in Britain. - While people enjoyed a mild October, It meant people delayed their winter purchases - Growth in South Korea’s economy fell to a six year low at the end of 2014 - China’s economy expanded 7.4% in 2014 from a year ago, missing its official growth target of 7.5%
Social
Technological
- Fashion retailers sign up to trinity Leeds loyalty scheme - Former ASDA boss for new vale fashion change - 10 million people in the UK are over 65 and by 2050, there will be around 19 Million. - There were 26.7 million households in UK 2014, 28% consisted of only one person
- Some social media is boosting the SEO - Taylor Swift’s social media hijacked - Snapchat breaks into media with ‘discover’ - Apple sold 74.5 million iPhones in December quarter setting a new record.
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SWOT Strengths
weaknessess
- Distinctive style with bold, out there prints - Working with Adidas Originals has helped branch out to wider audience - Every collection contains a interesting graphic print - Trainers in Adidas Originals collection likely to sell well due to popularity of trainers right now - Online retailing is becoming more successful
- Lack of places where collection is sold - Mainly online based - cant see what its like without buying - Has had little promotion - Pricing too high for high street buyers - Prints may not appeal to a wide audience.
Opportunities
threats
- Potential for more collaborations like Adidas - Potential to expand - bringing out a permanent shoe collection - Rise of social media marketing - easy promotion - To bring out a store - To become a better know designer
- Changes in fashion trends - signature style could go out of fashion - Nike to come out with a similar collection - People sending more on bills and less on materialistic things - Other cheaper Adidas collections could sell better - Adidas could drop the collection
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Competitor SWOT - NIKE Strengths
Weaknesses
- One of the most popular trainer brands at the moment - It is a worldwide company
- Same collection of trainers different colours - Everyone has the same trainers - may make a certain style un popular
Opportunities
Threats
- To collaborate with designers like Mary Katrantzou - Bringing out a runway collection
- Adidas unveiled its new boost trainer, the Adidas Ultra Boost - The technology used is the Aramis System that NASA, Boeing and Audi use.
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Customer Profile
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Cool Bright Fun Excited Liberated Stylish Relaxed Comfy Statement Texture Different Patterns Free Happy Enjoyment Confident Bold Brave Exciting Refreshing Spirited Modern Chic Spontaneous Carefree Interesting Electrifying Energis Inspire Courage Impress Motivate Elated Peaceful Conscious Aware Collected Original Fearless
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Product The shapes of all the garments in Mary’s Adidas Originals are both figure hugging and loose fit. Many of the items hold the look of sports wear which is usually designed for exercise. This is a luxury sportswear fashion collection and has been designed for a popular fashion brand at this moment in time. The 6 pairs of trainers in the collection have been modified from existing Adidas trainers to fit the Mary Katrantzou brand. The collection consists of thick luxurious heavy duty fabrics along side durable thinner high quality, typical sportswear fabrics used in t shirts and leggings, both with a soft finish. The colour stories throughout consist of blues, greens, berry reds, purples and black. The Adidas Originals logo is featured of some of the garments as well as the traditional 3 Adidas stripes which are mainly seen on the trainers. Garment size range - XS S M L XL Shoe size range - 4 5 6 7 8 9 These products can mainly be found on www.marykatrantzou.com and www.harveynichols.com as well as various other online retailers.
Price This collection has a middle price range. This is high end sportswear which also serves a fashion purpose, therefore it would be higher than high street but not quite designer pricing. The garments and shoes range from £60 - £330.
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Place Harvey Nichols The collection was not very obvious, there was a small sign reading the name of the collection. Only a select few items were in the store (8 garments). They were hanging in an appealing way of which it showed what pieces go together. Garments were hung on simple Harvey Nichols hangers as did the collections surrounding it. Due to it being in a department store, there was very little promotion as there were quite a few brands in the same area. The surrounding garments were swimwear and loungewear - sweaters with graphic writing. The sales assistant was a typical store employee circling a certain area of the store. Adidas Originals Store This was the store the collection was originally revealed but only had the selection of trainers in store. A small Mary Katrantzou logo was found behind the trainers and they were presented in a horizontal line on the wall. Dotted around the store were a selection of cushions with the Mary Katrantzou Adidas Originals print on them. The trainer section of the store had a large amount of customers surrounding it which explains why the rest of the collection wasn’t there. The shop assistants were stylish young people with a style trainers would suit. The window display clearly shows the logo along with a garment/ pair of trainers and promotional photo, Giving an insight before entering. There are bright and co inside with Mary’s signature style along with neon lights adding excitement. Down stairs the collection is shown through the use of a bronze frame making a statement. Some garments are shown on mannequins to show styling of pieces. Garments are hung on white Adidas Originals hangers which are equally spaced apart. The trainers are displayed on a stairs style plinth with clear signage and text. Customers seem to be young individuals that are found of the Adidas brand. Everything is coordinating and visually appealing. This is the flagship store just off Carnaby street.
Promotion Looking at both stores, There was not much promotion for this collection. Prints were found in cushion form which had the Mary Katrantzou logo, very subtle way promoting. The swing tags on the garments were very simple with a blue Adidas Originals logo and a zig zag corrugated edge which adds texture.
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Communication Strategy Mary Katrantzou widely uses social media to promote her new collections to widen the audience she already has for her designs. Her Adidas Originals collection has had very little promotion compared to her main collection. This could be down to the fact it is not a main collection, It is a project on the side. There is a small amount of posts via Katrantzou’s Facebook, Instagram and Twitter on her collaboration with Adidas but other collections over ride this. A fair amount of photos have been posted on Facebook but if you did not follow Katrantzou or Adidas, you probably would not know the collection existed. Many young people probably will not have heard of this collection due to there being no advertisement or campaigns anywhere. On Mary Katrantzou’s website, there is a small post about the launch night of the collection, Showing known faces in the industry wearing garments from the collection as well as large posters from the photo campaign and trainers on mirrored plinths. Products in the store are placed very simply and how you would expect but depending on where you shop the collection will depend on the way the garments and trainers are presented. Whether it be neatly all compacted together or spaced out with a gallery style.
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Conclusion Why does this brand needs a promotional film? From research this particular Adidas Originals collection has not been promoted in the way which a customer would appreciate. A promotional film would help get the collection out to a wider audience and bring in a customer that would not know it existed but would be interested. Focus on the trainers is important as trainers in general are very popular and stylish right now. Focusing on the detailing of the trainers in vital in order to appeal to the customer. This is an area which promoting Mary’s Adidas Originals trainers could get her those extra sales.
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