FIG. 1
FIG. 2
FIG. 3
FIG. 4
P R O M O T I O N A L C A M PA I G N
CCOONNTTEENNTTSS
01 03
Section 1: Situational Analysis Sector Overview 03 Brand Overview 04-06 Competitive Review 07-09 Consumer Research 10-13
Section 3: Creative Plan Creative Objectives 28 Creative Strategy 29 Creative Materials 31-40
Appendices 49-55 Figure Lists 56-60 Reference Lists 61-64
1
02 04
Section 2: Communications Plan
Campaign Aim 15-17 Marketing Objectives 18 Target Audience 19-20 Positioning Strategy 21 Communications Objectives 22 Communications Mix 23-25 Campaign Costs 26
Section 4: Media Plan
Media Objectives 42 Media Strategy 43-45 Monthly Plan 46 Monthly Costs 47
01 SECTION ONE situational analysis
2
FIG. 5
SSEECCTTOORR
The business to consumer e-commerce retail market sector is defined as the selling of goods through online services (Zande, 2022), and is currently the most popular form of e-commerce retailing, valued at 3.67 trillion USD in 2020 (Grand View Research, 2021). In 2022, coping with the aftermath of the COVID-19 pandemic has been vital to the fashion industry as it tries to rebuild its financial losses, and according to IBM’s 2020 Retail Index report, the pandemic had accelerated the shift from physical to online retail by as much as 5 years (WGSN, 2021). Undoubtedly, the driving force behind this shift was the necessity and convenience of online shopping whilst consumers were in lockdown, and the brick-and-mortar stores were closed under government restrictions. However, since the easing of lockdowns, fashion consumers are moving their business into the physical space once more, as they attempt to regain the shopping experience that enriched their lives before the pandemic. The independent retailer is characterised by the fact that they are typically run by a sole owner, or a very small management team, and there may only be a single store, or they operate solely online (Bailey, 2011). At the start of 2019, there was an estimated 5.9 million UK private sector businesses, 4.5 million of which did not have employees (GOV.co.uk, 2022). Whilst the pandemic had a devastating impact on the fashion industry, many benefits that can be recorded. As consumers begin to move away from online shopping, it is now more important than ever for independent businesses to create awareness for their brand and push their products into the physical sector. McKinsey & Company reports that they have a rising chance to establish themselves amongst the larger companies that have suffered the worse fallout in the last two years (McKinsey & Company, 2021), and so establishing new collections, collaborations and campaigns could drive their brand image and provide a huge advantage amongst competitors.
3
FIG. 6
OOVVEERV RVIIEEW W
BRAND Nude Ethics is an independent, slow fashion brand that was created by Jessica Bailey in 2017. As the sole owner and operator of the company, she believes in “ethically crafted pieces from those who want to make a difference” (Nude Ethics, 2022). Despite being a relatively new brand, not only do they stock a range of hand-crafted t-shirts, jumpers, and prints, but alsothe products of other ethical brands such as OffOn, ARCA Jewellery, and Daily Nude, which has expanded its target reach. A marketing mix, shown in table 1 on page 6, has been created to show an in-depth evaluation of their 7P activities. Describing the brand as primarily a ‘side project’, the creator focuses on the products being as sustainable as possible, by promising carbon neutrality, ethically sources materials that are fair wear, as well as being transparent, biodegradable, zero-waste, and a strong advocate for the extinguishing of modern slavery in the fashion industry (Jessica Bailey cited in CharlotteDunnDesigns, 2020). A brand moodboard (shown in Figure 6) page has been created to capture the essence of Nude Ethics, including their image, personality and ethos within the fashion industry. This was important in establishing the brand personality that will be characterised through the campaign. FIG. 7
RVIIEEW W OOVVEERV
4
M MAARRKKEETTIINNGG M MIIXX
Product
-Although there is a limited clothing line from the Nude Ethics designer, their products consist of graphic longline tshirts and sweatshirts, as well as hand-made prints and paintings. -Other brands stocked on the website sell products such as dresses, jumpsuits, trousers, blouses and jewellery. -The majority of Nude Ethics designs are made to order garments to minimise waste materials. -Designs combine neutral colours with lemon and floral motifs, either in simple graphic line art or coloured images.
Place
-Currently, Nude Ethics distributes their products worldwide primarily from the website. -The brand operates in Falmouth, Cornwall, UK.
Price
-Nude Ethics uses a value-based pricing strategy, meaning that they base their prices off of the perceived value of a product, and what it appears to be worth. -Considering that this is an independent, fully sustainable brand, prices reflect the materials used and the craft going into the products. -Prices range from £25.00 to £49.99, sometimes at a discounted price of 25% -Products are considered to be from a mid-price to premium price.
Promotion
-Considering the size of the brand, Nude Ethics does not offer a vast range of promotional activities. -Operating solely online, they utilise digital media to their advantage, such as having an Instagram page and a blog that discusses the importance of sustainability in fashion. -They offer free UK shipping on orders over £49 which encourages customers to purchase more than one product. -As far as traditional advertising goes, there is none for this brand as their main focus is not reaching as many sales as possible, but promoting sustainable and ethical clothing.
People
-Nude Ethics is run and designed by one woman, and as she describes it as a ‘side project’, there are no other employees.
Process
-The clothes are manufactured by Earth Positive, and screen-printed and embroidered at Blackwater Studios in Cornwall. -Some of the clothes are hand-made by Jessica Bailey in her own home, and are marked ‘made to order’ on the website. -As part of their sustainable promise, only organic, renewable and environmentally-friendly materials are used
Physical Environment
-Only operating as an online store, there are no physical stores anywhere in the world, and so they rely on digital media to promote and sell the brand. -Packaging is considered the only touchpoint with consumers, which is all recyclable and made plastic-free.
Table 1: 7Ps Marketing Mix, Brooks 2021
5
BRAND M MOOOODDBBOA OARRDD A. E. B. H.
C.
D.
F. I.
G.
FIG. 8
6
COMPETITOR When analysed against Aaker’s brand vision model (1996), shown in Appendix A, brand personality and perceived quality are the attributes to which these competitors are comparable. Compared to the brands previously mentioned, Nude Ethics does not appear to use the same promotional tactics, if at all, any. With an estimated 7.9% increase in e-commerce purchases by 2023 (Ecommerce Guide cited in Oklander & Kudina, 2021), online media promotion is paramount to building brand identity. Larger brands like Nike and Zara are investing billions of dollars into e-commerce (Oklander & Kudina, 2021), and so it is becoming increasingly harder for the smaller brands to compete amongst such a fast-paced online industry.
LUXURY D.
A. E.
PERCEPTUAL MAP
The criteria to establish direct competitors to Nude Ethics are as follows: similarity to products and design, price points, and sustainability, which is particularly poignant as this is Nude Ethic’s biggest characteristic. Considering the size and success of e-commerce retail, Nude Ethics presents itself amongst several competitors, and brands such as Monki, Lucy & Yak, Androgyny UK, Maison Cleo, and House of Sunny have been identified as operating on the same market level.
FIG. 9
FIG 11
B. F. C.
SUSTAINABLE
UNSUSTAINABLE K.
G.
H.
FIG 13
I.
L.
N
M.
J.
Tools such as social media marketing, advanced website and app designs, influencer collaborations and online marketplaces are just some of the key aspects in successful online promotion (Oklander & Kudina, 2021), and so, in order to compete, Nude Ethics must increase its online identity by developing their social media pages and introducing collaborations or paid promotional activity. Using these tactics will help grow the brand’s identity and awareness and bring much wider target audience into the campaign.
7
HIGH STREET Table 2: Perceptual Map, Posner, 2015, p.57
RREEVVIIEEW W
FIG. 10
opportunity
LUXURY
A.
Nude Ethics’ direct competitors use a range of promotional tactics in order to gain further brand awareness. Brands like Lucy & Yak and House of Sunny use celebrity endorsement and collaborations to reach a wider audience, whilst Maison Cleo has their products stocked on Net-A-Porter(Murray, 2019). These will be key components in this campaign to allow Nude Ethics a stronger competitive advantage.
B.
UNSUSTAINABLE
SUSTAINABLE
D. C.
E.
HIGH STREET Table 3: Perceptual Map, Posner, 2015, p.57
8
F.
Urban Outfitters can provide a great exposure opportunity for an independent brand, pushing their sustainability promises even further to provide authenticity to customers. By launching a collaboration campaign, the existing followers of Urban Outfitters will be introduced to Nude Ethics which will provide a significant rise in viewers and consumers. As well as this, Urban Outfitters often collaborate with brands by launching pop up stalls, stocking their products, and promoting individual brands and therefore this opporutnity is an excellent way to achieve brand recognition. A SWOT analysis (shown in Table 4) has been created in order to gain further insight into the essence of Nude Ethics, and how this camapign could improve their brand awareness.
for e x
posure
SSW WOOTT
A N A LY S I S Table 4: SWOT Analysis, Posner (2015), p.102
9
MONKI Monki stocks similar products to Nude Ethics, selling graphic print t-shirts and sweatshirts at a similar mid-price point across their website. However, they boast a much larger variety of items, meaning that they are already at a competitive advantage, and if Nude Ethics were to expand their market, then this would place them at a much better level. Monki is part of the H&M group and offers expressive and empowering womenswear because of their desire to “salute sisterhood” across the globe (Monki, 2022). One notable factor is that Monki stocks it’s products through the much larger online brand, ASOS, and so they immediately have a wider reach through this collaboration, and further promotion. Their ethical values run in line with Nude Ethics, as they must sign the Sustainability Commitment as part of the H&M guidelines, and their aim to become a fully circular fashion brand (Monki, 2022). They employ fair wages and good working conditions to keep up with their promise to be kinder to the planet.. A SWOT Analysis of Monki can be found in Appendix B.
FIG. 11
LUCY & YAK Lucy & Yak’s sustainability and ethical promises are very similar to Nude Ethics, with their goals including becoming fully circular in the next 12-18 months and potentially recirculating their previously used clothes (Lucy & Yak, 2022). Started by independent couple Lucy Greenwood and Chris Renwick (Attwood, 2020), in the same year as NE, they are relatively on par with the brand. However, they do boast a much larger variety of items on their website, at similar price points, which gives them a huge competitive advantage in terms of style and sales. If Nude Ethics were to increase their competitiveness, they could adopt similar product lines as Lucy & Yak, particularly as their promotional activities are not as prominent in the current market as other brands either. A SWOT Analysis of Lucy & Yak can be found in Appendix C.
FIG. 12
CONSUMER Posner (2015) described each individual as having “their own complex set of motivations and shopping behaviour”, and these can be grouped together according to characteristics, needs, or fashion traits (Posner, 2015). This process is called customer segmentation. In order to understand the target consumer of Nude Ethics, it is important to look into their products, prices, and values to create an educated assumption on the people who purchase from the brand. Primary research was undertaken by looking through the Nude Ethics Instagram page at their tagged posts to gain insight into the type of person that purchases the products, and a customer segmentation analysis (see page 11) has been undertaken. Table 5 shows the various touchpoints that Nude Ethics already uses, which can be built upon to strengthen their brand experiences.
10
R E S E A RC H
Table 5: Consumer touchpoints, Browning, 2021
TOUCHPOINTS
Considering that Nude Ethic’s customers are eco-conscious, according to Maslow’s Hierarchy of Effects (Posner, 2015, p. 122) (shown in Appendix D), it can be assumed that they are fulfilling the ESTEEM status by achieving a level of responsibility to protect the environment. This is important to consider when targeting these consumers as they will be actively searching for the ethical values and implementation of Nude Ethics to influence their purchase decision. This will be discussed further using the consumer decision-making model on page 12. Figure 15 on page 13 shows a consumer moodboard that was created to visualise the everyday consumer of Nude Ethics. This shows the type of daily activity they do, their personalitites and other attributes they may possess, and is helpful when targeting the primary customer for this collaboration.
Pre-Purchase
-Social media advertising such as TikTok -Website -Pop up google ads -PR & influencer collabs
Purchase
-Quality and price of garment -Online experience -In-store experience if a pop-up event was created -Easily accessible app/website
Post-Purchase -Loyalty scheme with future discounts -Returns policy -Reviews -Customer service policy
DEMOGRAPHIC
PSYCHOGRAPHIC
Female Aged between 17 – 40, placing them in the Gen Z & Millennial cohort Either single, in a relationship or newly marries Students or full-time occupation (earning £26k to £30k a year (Statista, 2021)) Either no children or a young family Secondary and university educated Living with parents, student housing or beginning to buy a property/pay a mortgage British
BEHAVIOURAL
Creative and artsy Sustainable and ethical values Independent women Minimalistic but trendy style, likes to keep up with latest trends Healthy lifestyle Optimistic about life and the future Wants to promote a healthy and sustainable lifestyle Caring Eco-conscious and tries to lead a less wasteful life Hardworking Recycles and buys less plastic packaging Styles clothes with multiple pieces to ensure a longer lifestyle of the clothes Shops at independent brands rather than fast fashion Purchases healthy food and drink, potentially vegetaian or vegan Supports small businesses
11
CONSUMER DECISION “All marketing decisions are based on assumptions and knowledge of consumer behaviour.” (Hawkins & Mothersbaugh, 2007). The consumer decision-making process was developed as a result of the millions of customer purchases being made every day – and each one has made gone through their own buying; therefore, it is essential that businesses understand what is influencing customers’ personal buying decisions (Stankevich, 2017). It can allow fashion brands to effectively target the right market, which ultimately leads to better customer satisfaction and brand value (Stankevich, 2017). Nude Ethics does not currently display a huge amount of promotional activity required to create a satisfactory journey. Their main touchpoints happen during and after purchase; their website creates an easy purchase process, and their sustainable packaging arriving in the customer’s home encourages them to purchase again and not be wasteful whilst buying. However, there is not a noticeable recognition of a problem, nor an easily accessible information search unless customers were to visit the website.
In order to enhance this, the consumer touchpoints must be reconsidered. Increasing promotional activity will create more areas for customers to connect to. Posner (2015) describes the touchpoint as “a point of interaction between a brand and consumers, employees or stakeholders” (Posner, 2015, p.158), and involves the use of PR, press, media, in-store experience, social media, website and many more. Throughout the development of this promotional campaign, consumer touchpoints for Nude Ethics will be considered to increase consumer awareness and satisfaction that will ultimately enhance customer loyalty; an important aim for this campaign.
FIG. 14
12
M A K I N G P RO C E S S
CONSUMER FIG. 15
E.
A.
H. B.
C.
D.
F.
G. I.
13
M O O D B OA R D
02
SECTION TWO communications plan 14
FIG. 16
CCAAM MPA PAIIGGNN One advantage for small businesses that has arisen from the pandemic is that consumers have shown a greater interest in trying new brands and exploring other options away from the large fast fashion businesses (Balchandani & Berg, 2021). Therefore, it is crucial for Nude Ethics to capitalize on this in order to enrich their customers’ shopping experience. The aim of this promotional campaign is to grow the brand’s awareness and bring their image into the general population to gain valuable new customers, and eventually build a brand/customer community from this. Consumers are also making more sustainable fashion choices as they feel that obtaining a good quality garment that will last for more than one season is far more important than paying less for cheaper quality clothes. They are driven by quality and value of product for a fair price (Lundblad & Davies, 2015). For this reason, this campaign should also aim to spread the Nude Ethic’s image and values to increase awareness of the importance of ethically sourced materials and good quality garments that do not harm the environment. The DRIP framework theory (Fill & Jamieson, 2006) has been applied on page 16 to decide a set of marketing objectives and establish the overall campaign aim.
15
AIM
COLLAB Collaborations between brands play an essential role in fashion management and can transform a brand’s image that provides excellent revenue from customers (Huggard & Cope, 2020). It is a high-value strategy comprised of cooperation, negotiation, and interconnectivity which can lead to exceptional results by offering differentiation from competitors (Kim, Ko, Lee, Mattila & Hoon Kim, 2014). Urban Outfitters is a fashion lifestyle retailer that operates both online and in physical stores across the world. Originally founded as an American brand in 1970, the brand now boasts 200 brick-and-mortar stores across the US, Canada, and Europe (URBN, 2022). Their products showcase a unique, preppy vintage style, attracting Gen Z customers. They also sell homeware, accessories and vintage records and technology. This promotional campaign aims to collaborate with Urban Outfitters to create a new collection, and stock Nude Ethics clothing in the UO stores across the country. This will be accompanied by a pop up stall to launch the collaboration. Urban Outfitters offers a sustainability promise as they already are in partnership with other ethical brands such as Patagonia and Hydro Flask and provide eco-friendly products (Urban Outfitters, 2022), which would coincide with Nude Ethics’ values and products and could help them promote this further through a larger sustainable brand. As well as this, UO stores stock other clothing brands like Levi’s, Champion and JadedLondon, thus making it a suitable choice for collaboration.
16
O R AT I O N FIG. 18
DDRRIIPP To establish the campaign, aim and objectives, the consumer must be considered as the main priority for building brand awareness through its communications. Communications must differentiate by offering what is unique about the brand, reinforce by reminding the consumer what they already know, and the benefits of this, inform of the brand’s values and offerings, and persuade a consumer into purchasing a product, and becoming a loyal customer (Fill & Jamieson, 2006). This is otherwise known as the DRIP framework, (Fill & Turnbull, 2019) and can be applied to Nude Ethics in order to gain better insight into how to grow the brand. A second DRIP model, shown in Appendix F has been applied to Nude Ethics to show the future of the brand once the collaboration has been created .
17
FFRRAAM MEEW WOORRKK
MARKETING
In order to grow Nude Ethics, it must build brand awareness and recognition. By establishing a collaboration with a brand that has a much larger following, it will gain huge exposure for Nude Ethics.
I N T R O D U C E C O L L A B O R AT I O N W I T H U R B A N O U T F I T T E R S By introducing customer loyalty schemes and interactive platforms, customers will feel connecting to the brand and will be more likely to continue purchasing from it.
G A I N B R A N D L O YA LT Y
To expand build brand loyalty, Nude Ethics must establish itself amongst a community, as well as creating one itself.
OBJECTIVES
18
01 02 03
B U I L D B R A N D AWA R E N E S S .
TA TARRGGEETT
The Settlers strive for a healthy work/life balance and aim to usher in a new era of commitment to community life (McDonnell, 2020). Nude Ethics can offer a brand/customer community by driving their personality to consumers and ensuring that their audience is aware of their ethical values. Another strong connection between The Settlers and Nude Ethics is their commitment to locally sourced products and a circular economy (McDonnell, 2020). This consumer group aim to support their peers within a community to promote a sustainable way of living, and therefore a suitable audience for Nude Ethics to promote their brand.
19
PRIMARY
As previously mentioned, the COVID-19 pandemic has led to a spike in consumer consciousness, and a significant rise in the efforts into making sustainable and supportive consumer decisions. As a result, WGSN has identified 3 new consumer groups for 2022, but one in particular will be the main focus for Nude Ethic’s target audience. The Settlers are a group consisting of the millennial and Gen Z generations who “are looking to plant roots in their community without sacrificing their careers, driving a new era of localism.” (Bell, 2020 p.11). Their beliefs lie in the fact that creating balance will improve the environment, economy, and humanity (Warren, 2020). It is for this reason that Nude Ethic’s primary target audience should aim to be this group, as creating a community amongst customers is of paramount importance to grow the brand. By making a sustainable promise to customers, they will achieve consumer loyalty and promote the improvement of the environment to this group.
AU AUDDIIEENNCCEE
SECONDARY The secondary target audience for this promotional campaign should be the Nude Ethics and Urban Outfitters existing customers, as they already express brand loyalty and will therefore generate further engagement and product purchases. This campaign aims to create a brand/customer relationship with new and existing customers, and so it is important that it targets customers that already purchase from Nude Ethics.
20
FIG. 20
POSITIONING PHYSICAL EXPERIENCE
FIG. 21 A.
Nude Ethics must establish its positioning strategy to create an engaging brand/customer relationship through the physicality of its products. The positioning of a brand depends on its main competitors’ place within the market, and so must be placed accordingly as to how the brand is trying to develop itself (Posner, 2015). By launching a pop-up event in London, Nude Ethics will be able to create a physical experience for its customers, as well as engaging them with the brand’s creator, who will be selling the products from the stall. This will create a huge competitive advantage as their positioning will shift from the digital e-commerce space into a physical store that will provide customers with further touchpoints and interaction.
C.
SLOW FASHION
FAST FASHION
A perceptual map (Posner, 2015) shown in Table 7 was created to reveal a gap in the current market of physical slow fashion stores. This event will allow Nude Ethics to occupy this space and put itself above competitors that have not taken advantage of this.
21
GAP
B.
S T R AT E G Y
F.
D.
G.
E.
DIGITAL EXPERIENCE
Table 7: Posner, 2015, p.57
CCOOM MM MUUNNIICCAT ATIIOONN
To establish a brand image that will drive customers to the store, increase in promotional activity through social media and traditional means is crucial for Nude Ethics.
02
I N C R E A S E C O N S U M E R E N G A G E M E N T. Increasing consumer engagement through a collaboration will allow existing customers to physically connect with the brand , as well as enticing new customers through the Urban Outfitters promotional acitivity.
03
I N C R E A S E C U S T O M E R I N T E R A C T I V I T Y. By introducing customer loyalty schemes and interactive platforms, customers will feel connecting to the brand and will be more likely to continue purchasing from it.
OBJECTIVES
22
01
E X P A N D P R O M O T I O N A L A C T I V I T Y.
Elements of Batra & Keller’s (2001) IMC conceptual framework, shown in Appendix J, have been applied in order to identify the different communication strategies that will be applied to the Nude Ethics X Urban Outfitters collaboration campaign. By using a combination of owned, paid, earned and shared media, the pop-up stall should capture the naturistic, free-flowing brand personality, as well as drawing customers to several touchpoints to engage their interest. These communication channels are essential to bring awareness and interactivity to the campaign, and so a multitude of engaging promotional tools shall be created in order to achieve this aim. The AIDA model, shown in Table 8 has been applied to the campaign communication strategies (Appendix G). Whilst some argue that most communications models are outdated, Posner (2015) argues that the AIDA framework is still relevant even in a digitally advancing world (Posner, 2015).
Table 8: AIDA Model, Posner, 2015, p.128
C O M M U N I C AT I O N S A I D A
WA R E N E S S
INTEREST ESIRE
CTION
MIX 23
OWNED MEDIA
Pop Up Stall Themainfocusofthecollaborationwillbethepop-upstalllocatedintheUrbanOutfittersstoreinWestfield, London. This stall will run for 10 days only, making it an exclusive and sought-after event for customers. Wesite An important touchpoint for customers and the brand is the website that allows customers to make purchases online. By creating engaging content and interactive aspects like personal wish lists, lookbooks, customer discounts and more, it will further connect with the browsers, and encourage them to become frequent visitors of the website. Mobile App Introducing a mobile version of the website is another important pull technique that Nude Ethics must implement. The convenience of shopping through a mobile phone attracts consumers as it allows them to browse wherever they are. Again, implementing customer discounts for shoppers and app exclusives highlights the desire and exclusivity of the brand. Direct Marketing Obtaining the emails and phone numbers of customers through website or app members can be a useful push technique for Nude Ethics to establish. This will act as a reminder of discounts, sales, and new items available for existing customers, and encourages them to sign up as they are promised the exclusivity of being a member and the perks that come with it.
PAID MEDIA
Billboard Billboard advertising is a simple but effective way to advertise a brand that build awareness and interest (Fortenberry & Goldrick, 2019). Therefore, this traditional marketing technique will be created to obtain a wider audience reach in larger cities, shopping centres and high streets. As the UO pop-up stall will be in London, using bus advertisements, billboards and even flyers will help pull customers into the store. Influencer Marketing Defined as marketing communications in which influencers promote through their own social media, the importance of influencer marketing is rapidly growing (Belanche, Casalo, Flavian & Ibanez-Sanchez, 2021). Social media influencers will be paid to promote the collaboration to engage their existing followers. Chosen influencers that represent the style and values of Nude Ethics will be paid per post and advertise the pop-up stall on their social media.
24
SHARED MEDIA
Urban Outfitters Using existing Urban Outfitters marketing will be essential to attracting the secondary audience of this campaign. UO should promote the collaboration in-store through posters and word of mouth, as well as their own social media pages that tag Nude Ethics. Social Media Marketing Social media has become an extremely important tool in the fashion industry as it increases exposure to wider audience (Cukul, 2015). It is vital that both Nude Ethics and Urban Outfitters utilise as many platforms as possible to promote this collaboration. Instagram is one of the most downloaded applications with more than 1 billion users (Statista, 2019), so by posting on Instagram, as well as TikTok, Facebook and Twitter will encourage a multitude of consumers to click the links and engage with the brand.
EARNED MEDIA
User Generated Content UGC is any form of media content posted by an individual online that subsequently promotes a brand (Ramby, 2021). By offering photo opportunities and spaces at the stall, customers will begin sharing this across social media. The hashtag #UOXNE will also be shared to generate further buzz and make it an accessible brand to find online. Word of Mouth Similarly to UGC, WOMM shall be encouraged to spread awareness to the collaboration. In order to achieve this, the stall should provide an exciting experience for customers that in turn will encourage them to invite family and friends, as well as tagging them in social media posts by the brand. It is important to generate organic WOM and amplified WOM, in which customers will traditionally pass of information, as well as being a specific aim of the campaign (Glover, 2022).
25
COSTINGS POP-UP STALL
PROMOTION
SOCIAL MEDIA
26
TOTAL = £46,006.14
Rent for 10 days = £3,700 -For 1,000 square ft of Urban Outfitters Oxford Street store, 37p per sq ft. (DirectLineGroup, 2019) X4 Clothing Rails = £32 -£8 per rail (IKEA, 2022) X3 Wooden Tables = £76 (Made In China, 2022) X500 Fentiman’s lemonade = £8,904 12 per box = £16.49 (Fentimans, 2022) X2 Advertising Banners = £60 -£30 per banner (HappyPrinting. com, 2022) X4 Billboards = £1,300 -£325 per billboard per week (Billboard Advertising, 2022) X5 Tube Station Adverts for 1 month = £3,250 -£3250 per ad for 2 weeks (Billboard advertising, 2022)
INFLUENCERS
X1 Instagram pop up ad =£180 -£6 per day for 30 days (StrikeSocial, 2022) X1 Snapchat pop up ad =£150 -£5 per day for 30 days (ForBusiness, 2022) X1 Instagram filter = free
APP
£5,000 -Combined cost of business analyst, graphic designer, project manager, software developer, QA analyst and back-end developer (Codenia, 2022)
DIRECT MARKETING
X10,000 emails = £1,200 -12p per email (Approved Index, 2022)
X8 Influencer Instagram Posts = £21,000 -X2 posts from Influencer 1 = £8,000 -X2 posts from Influencer 2 = £5,000 -X2 posts from influencer 3 = £7,000 -X2 posts from influencer 4 = £1,000 (Inzpire.me, 2022) X10 PR Packages = £1,154.14 10 Eco boxes = £64.40 (Packhelp, 2022 10 Fentimans lemonade = £13.74 (Fentimans, 2022) 10 vegan sweet packets = £10 (Waitrose, 2022) 10 jumpers = £500 (Nude Ethics, 2022) 10 t shirts = £250 (Nude Ethics, 2022) 10 branded bamboo coffee cups = £16 (Everything branded, 2022) 20 prints =£300 (Nude Ethics, 2022)
03
S E C Tc Ir eO N T H R E E ative plan 27
FIG. 24
C R E AT I V E 28
02
C R E AT E T R A D I T I O N A L A D V E R T I S I N G C A M P A I G N . Traditional advertising can build brand awareness through exposure to a numbder of audiences that would not typically shop from the brand.
03
E X P A N D S O C I A L M E D I A P R O M O T I O N A L A C T I V I T Y. Creating social media promotion for the collaboration will increase engagement with existing followers, as well as exposing social media users to the campaign.
04
C R E AT E A M O B I L E A P P T O I N C R E A S E C U S T O M E R E N G A G E M E N T A mobile app allows further interactivity with consumers, as it can provide loyalty schemes, discounts and another accessible platform for purchases.
OBJECTIVES
01
L A U N C H A P O P - U P S TA L L I N U O . To bring this brand into the physical world, a pop up stall will create an engaging and memorable experience which will gain brand awareness.
C R E AT I V E After considerate research into the Nude Ethics brand, the theme of having a sustainable winter has been established. The theme will be reflected through the Nude Ethics lemon print motif to promote being fresh, ethical, and healthy for the environment in every aspect of life. This will also be established through the promotional tactics used such as influencer marketing and pr packages that will encourage a sustainable lifestyle.
This collection aims to combine the signature hipster-chic style of Urban Outfitters (Mullins, n.d.), with the graphic prints and ethical production elements of Nude Ethics, thus bringing the existing customers of Urban to Nude Ethics. In response to the recent and ongoing climate crisis, fashion consumer demand is constantly changing, and brands must be able to adapt to keep up (Wren, 2022). Therefore, it is crucial that this collaboration promotes and exposes the advantages of sustainable fashion by advertising through the fashion giant Urban Outfitters.
29
S T R AT E G Y FIG. 26
C R E AT I V E M AT E R I A L S 30
FIG. 27A: Background FIG 27B: Model 1 FIG 27C: Model 2 FIG 27D: Model 3 FIG 27E: Model 4
31
ADVERT Figures 27 and 28 are two possible designs for the promotional advertisements that will be used for the campaign. These images were ceated using Adobe Photoshop by collecting a variety of images from Nude Ethics and Urban Outfitters. The following pages will map out the key promotional tools to be created with this collaboration campaign. Furthermore, shortening the brand names to just their initals creates a memorable slogan for the collaboration, and is something that can be shared easily on social media through the hashtag #NEXUO.
DESIGN FIG 28A: Background FIG 28B: Model 1 FIG 28C:Model 2 FIG 28D:Model 3 FIG 28E: Model 4 FIG 28F: Model 5
32
IINN SSTTOORREE
FIG 29: Background FIG 30: Advert
33
FIG 31: Background FIG 32: Advert
Advertisement banners will be erected in the Urban Outfitters store to lead customers to the stall. Figure 48 shows one placed strategically outside on a roll-up banner will entice customers inside and direct them where to go. It is important that this stands out as this is the first glimpse of the collaboration that Oxford Street shoppers will see and is essential to maintaining the brand image and personality (Oh & Petrie, 2012). The in-store (Figure 29) poster will be situated in front of the stall to make it stand out amongst existing UO products.
TRADITIONAL
FIG 35: Background FIG 36: Advert
FIG 33: Background FIG 34: Advert
34
MEDIA
FIG 37: Background FIG 38: Advert
WEBSITES
FIG 39: Background FIG 40: Advert
35
FIG 41: Background FIG 42: Advert
INFLUENCER Olivia Neill Followers: 772k
Flossie Clegg Followers: 393k
FIG 43
Social media influencers have been chosen to represent the campaign through their Instagram account. With their combined following, this paid promotion should reach the desired target audience and encourage more sales and visits to the stall.
36
Sophia and Cinzia Combined followers: 1mil+
FIG 44
FIG 45
Emily Canham Followers: 704k
FIG 46
MARKETING
P R PAC K A G E S n
u l c
d e d
FIG 49
W ha t’s i
ea v a “h
n this winter o s a e ” le s b a ain t s su
FIG 47: Boxes Within the IMC framework (Batra & Keller, 2016), PR can be a useful tool FIG 48: Design to enhance awareness of a product and endorse it to the public (Grassi,
2022). Therefore, a PR package will be included in the influencer paid promotion. Included in the package will be a jumper and t shirt from the new collection, a branded bamboo coffee cup, vegan sweets, and a bottle of lemonade to reflect the Nude Ethics motif logo of a lemon. This box will be entirely recyclable, and all the products inside will reflect the sustainability of the brand, therefore successfully fulfilling part of the campaign aim.
37
FIG 50
MOBILE APP This mobile app will be an extension of the existing website, and will be launched alongslide the collaboration in order to give consumers further access to products. As well as this, the mobile app offers touchpoints through customer loyalty schemes and exclusive discounts for app users.
FIG 51: Background FIG 52: App design
38
FIG 53: Background FIG 54: App design
SOCIAL MEDIA TikTok
POSTS
FIG 55: Background FIG 56: Image
39
FIG 57: Background FIG 58: Image
P O P U P S TA L L FIG 59
the pl
a
n
FIG 60
40
04
SECTION FOUR media plan
41
FIG 61
MEDIA
02 0 3 0 4
FO C U S T R A D I T I O N A L M E D I A I N LO N D O N A R E A . As the launch will be in London, it is imperative that everday Londoners are exposed to this event as it will be targeted to locals.
E N S U R E A VA R I E T Y O F N E W M E D I A I S U S E D TO E N G AG E N E W A N D E X I ST I N G C U STO M E R S . By using new media that Nude Ethics has not explored yet, this will give them an advantage above competitors.
OBJECTIVES
01
G R O W N U D E E T H I C ’ S F O L L O W E R S O N I N S TA G R A M A N D T I K T O K . Ensuring aesthetic social media promotion will gain new followers and grow their social media accounts, which currently stand at below 10k followers.
M A I N TA I N C O N T I N U O U S I N T E R A C T I O N A N D E N G A G E M E N T O N S O C I A L M E D I A L E A D I N G U P TO T H E L AU N C H . Maintaining social media interactivity is vital to ensure a community is built amongst the brand and its customers, and will therefore encourage loyalty.
42
FIG 62
MEDIA The placement of advertising during a campaign is essential to reach customers. By using various media, the brand is able to spread awareness, image and information about themselves (Domazet, Dokic & Milovanov, 2018), thus fulfilling the four objectives of the AIDA model (Posner, 2015), mentioned on page 23 in table 8.
S T R AT E G Y 43
TOOLS
The media strategy of the Nude Ethics X Urban Outfitters campaign is to reach as many customers as possible through a variety of media tools. This should include new and existing customers so that Nude Ethics is using this collaboration to its full potential in order to spread brand awareness. By combining traditional and online media, the promotional activity should spread communications through several channels. With advertisement starting in October, the maintenance of promotion is essential to sustain a loyal customer following before, during and after the launch event.
FIG 63
FIG 64
44
FIG 65
FIG 66
@flossie The ber sen ple,
@kateelisabethxo
FIG 67
FIG 68
@emilycanham
@olivianeill
FIG 69
@bella.hill
importance of social media influencers has been previosuly highlighted on page 24, and so figures 65-74 showcase a numof instagram influencers that would be appropriate to include in the paid promotional activity. Each has been choon the basis of their social media following, as well as their aesthetics and overall values that they promote. For examthe majority of these influencers are either vegetarian or vegan, and have previosuly promoted sustainable fashion in the past.
INFLUENCERS
They will be sent the PR packages in the return of promoting the collaboration on their platforms, and so it is imperative that this online media is used in order to expose new followers to Nude Ethics. By maintaining social media interaction with these influencers, it will help generate further buzz and excitement around the collection and launch, therefore fulfilling one media objective.
@cinziabayliszullo @sophiatuxford
45 45
FIG 70
FIG 71
@lovevie
FIG 72
@emmaneill
FIG 73
@chloefraterr
FIG 74
M MOONNTTHHLY LY CCAAM MPA PAIIGGNN
SEPT
OCT
NOV
DEC
JAN
Announcement of Collaboration Launch of mobile app Announcement of launch Emails sent out to app customers UO & NE posts on social media Snapchat and Instagram pop up ads & filters released Billboards erected in London PR packages sent to influencers Website promotion on UO Countdown begins on Nude Ethics website Pop up stall commences Pop up stall ends Influencers postlaunch promotion Collection goes live on websites Collection & NE stocked in Urban Outfitters Continuation of promotion
PLAN
46
AUG
M O N T H LY C O S T S
FIG 75
47
48
FIG 76
FIG 77
APPENDIX A: AAKER MODEL, 1996
APPENDIX B: LUCY & YAK SWOT ANALYSIS WEAKNESSES STRENGTHS - Sustainable brand -Only one physical store -Unisex and inclusive sizing they -Easy to navigate website operate mainly online -Unique style may not at-Sales and discounts -Strong brand identity tracts masses of customers -High price points
OPPORTUNITIES -Pop up stores -An online shopping app -Cheaper extension lines -Influencer collaborations
THREATS -Larger brands taking over the market -Styles getting stolen and not credited -Impact of COVID-19 on the economy and fashion industry
SWOT Analysis, Posner, 2015, p.102
49
APPENDIX C: MONKI SWOT ANALYSIS STRENGTHS -Engaging physical stores -End of season sales -Operate online as well as in store -Reasonable price points
WEAKNESSES -Unique style may not attract all customers -No strong social media presence -No customer loyalty scheme
OPPORTUNITIES - Social media platforms -Collaborations
THREATS - COVID-19 impact -Competitors -Changes in trends and styles
50
APPENDIX D: MASLOW’S HIEREACHY OF EFFECTS, 1943
APPENDIX E: ROGERS’ DIFFUSION OF INNOVATION CURVE, 1963
51
D
I F F E R E N T I AT E
R I
NFORM
P 52
EINFORCE
ERSUADE
Nude Ethics will attempt to differentiate themselves from other small independent businesses by having a collaboration with a much larger brand. This will gain much more exposure than most other small brands who do not have this type of opportunity.
By establishing a collaboration campaign, and promoting it through two brand platforms, Nude Ethics will reinforce their brand image and message to a much wider audience, and shoppers of Urban Outfitters will come to know them as they consistently stock their products.
By keeping existing and new customers from UO informed on sustainability, this will encourage shoppers to rethink their consumption habits. As well as this, by having their own section in store and on the website, further information on the brand ethos will be shared.
By stocking their products in Nude Ethics, they will have promoted their products as trendy and aesthetic to line up with the UO brand image. This will persuade consumers to try this new brand as their trust in Urban Outfitters will convince them to buy from Nude Ethics.
APPENDIX F: FUTURE OF NUDE ETHICS DRIP FRAMEWORK
A I
INTEREST
D A 53
WA R E N E S S
ESIRE
CTION
Gaining attention and bringing brand awareness is the first and most crucial part of the process. By creating engaging promotional tools, this will attract existing and new customers to the pop-up stall. This will be done through a variety of social media, and traditional and influencer marketing tactics. Once awareness is created, interest must be maintained amongst customers. It is important to include techniques such as sign-up mailing lists, social media and website links, and continue to advertise the brand to keep the customers engaged.
Customers of the pop-up stall must have a desire to retain their loyalty to the brand, and so by integrating the marketing techniques mentioned above and the target audience’s psychological needs, a desire for Nude Ethics will be successfully generated. The final stage of the model sees the customer finally take action – and make a purchase – from the brand. It is important to persuade them during the pop-up stall and any further communication that the products are worthy of purchase. The experience created in-store and through social media will generate further buzz around the brand and hopefully bring more customers into the stall and online to take action.
APPENDIX G: AIDA MODEL APPLIED TO NUDE ETHICS
APPENDIX H: ESTABLISHING OBJECTIVES MARKETING OBJECTIVES
COMMUNICATION OBJECTIVES
CREATIVE OBJECTIVES
LOOK AT ME: Build Brand Awareness
Expand Promotional Activity
Launch a Pop-Up Stall in UO Create Traditional Adverts
COME TO ME: Establish a Collaboration
Increase Consumer Engagement
Expand Social Media Promotion
STAY WITH ME: Gain Brand Loyalty
Build Consumer Interactivity
Introduce Mobile App
Bring awareness to event through promotional tactics
54
Drive communication techniques and push the launch event details to new and existing customers
Maintain promotion and the launch of the pop-up event
Point of sale and review success of event
APPENDIX I: COLLABORATION LIFE CYCLE
APPENDIX J: IMC FRAMEWORK, 2001
55
FIGURES
FIgure 1, 9M, 10F, 21G: Nude Ethics, 2022. Logo. [Online] [Accessed: 3 March 2022]. Available at: https://www.nudeethics.com/ Figure 2: Urban Outfitters, 2022. Logo. [Online] [Accessed: 3 March 2022]. Available at: https://www.urbanoutfitters.com/?ref=logo
Figure 3, 24:: Nude Ethics, 2022. Fruit Bowl Organic Sand T Shirt. [Online] [Accessed: 14 April 2022]. Available at: https://www.nudeethics.com/product-page/fruit-
bowl-organic-sand-t-shirt-by-nude-ethics
Figure 4: Urban Outfitters, 2022. Suki long sleeve cut out dress. [Online] [Accessed: 3 March 2022]. Available at: https://www.urbanoutfitters.com/en-gb/shop/iets-frans-suki-lon g-sleeve-cut-out-mini-dress?category=iets-frans-collection&color=040&type=REGULAR&quantity=1 Figure 5, 7, 16, 75: Nude Ethics 2022. Orange Nude Organic Yellow T Shirt by Nude Ethics. [Online] [Accessed 3 March 2022] Available from: https://www.nudeethics.
com/product-page/orange-nude-organic-yellow-t-shirt-by-nude-ethics
Figure 6: Nude Ethics 2020. Nude Ethics is independent. [Online] [Accessed 3 March 2022] Available from: https://nude-ethics.business.site/ Figure 8A: Nude Ethics, 2022. Logo. [Online] [Accessed: 15 March 2022]. Available at: https://www.facebook.com/n.ethics.store/ Figure 8B: Pinterest, 2022. Light colour palette. [Online] [Accessed: 15 March 2022]. Available at: https://in.pinterest.com/pin/572660908869352808/?amp_client_ id=CLIENT_ID(_)&mweb_unauth_id={{default.session}}&simplified=true Figure 8C: : GlassLewis, 2020. Gender diversity. [Online] [Accessed: 15 March 2022]. Available at: https://www.glasslewis.com/board-gender-diversity-hard-quota-introduced-in-the-netherlands/ FIgure 8D: Nude Ethics, 2022. Orange Nude Organic T Shirt by Nude Ethics. [Online] [Accessed: 15 March 2022]. Available at: https://www.nudeethics.com/product-page/orange-nude-by-nude-ethics Figure 8E: Amazon, 2020. Summer maxi dress. [Online] [Accessed: 15 March 2022]. Available at: https://www.popsugar.co.uk/fashion/photo-gallery/47508072/image/47508050/Simplee-Wrap-Dress Figure 8F: UKPosters, 2022. Line art woman. [Online] [Accessed: 15 March 2022]. Available at: https://www.ukposters.co.uk/art-photo/minimal-woman-face-lineart-v70892 Figure 8G:Alamy, 2017. Painting hobby. [Online] [Accessed: 15 March 2022]. Available at: https://www.telegraph.co.uk/travel/destinations/europe/united-kingdom/articles/best-learning-art-craft-holidays-in-britain/ Figure 8H::Britannica, 2022. Lemons. [Online] [Accessed: 15 March, 2022]. Available at: https://www.britannica.com/plant/lemon Figure 8I: Ethical Fashion Initiative, 2022. Ethical fashion. [Online] [Accessed: 15 March 2022]. Available at: https://ethicalfashioninitiative.org/podcast Figure 9A:LooLogos, 2022. Patagonia logo. [Online] [Accessed 13 March 2022]. Available at: https://1000logos.net/patagonia-logo/ Figure 9B:Icon-Icon, 2022. Balenciaga logo. [Online] [Accessed 13 March 2022]. Available from: https://www.icon-icon.com/en/the-balenciaga-logo-from-discretionto-an-emblem/ Figure 9C: Design your way, 2022. Gucci logo. [Online] [Accessed: 13 March 2022]. Available at: https://www.designyourway.net/blog/graphic-design/gucci-logo/ Figure 9D: Wikipedia, 2022. Chanel logo. [Online] [Accessed: 13 March 2022]. Available at: https://en.wikipedia.org/wiki/File:Chanel_logo-no_words.svg Figure 9E:CustomEasy.com, 2022. Dior logo. [Online] [Accessed: 13 March 2022]. Available at: https://customeazy.com/products/dior-logo-iron-on-sticker-heattransfer Figure 9F:Turbologo, 2022. Hermes logo. [Online] [Accessed: 13 March 2022]. Available at: https://turbologo.com/articles/hermes-logo/ Figure 9G: Lichfield district council, 2021. ASOS logo. [Online] [Accessed: 13 March 2022]. Available at: https://www.lichfielddc.gov.uk/news/article/402/asos-to-employ-2000-people-at-new-90m-warehouse
56
FIGURES Figure 9H, 21B: :Dezeen, 2019. Zara logo. [Online] [Accessed: 13 March 2022]. Available at: https://www.dezeen.com/2019/02/04/zara-logo-controversial-re-
brand-baron-baron/ Figure 9I, 21A: H&M, 2022. Logo. [Online] [Accessed: 13 March 2022]. Available at: https://www.hm.com/entrance.ahtml?orguri=%2F Figure 9J, 21:1000 Logos, 2022. Boohoo logo. [Online] [Accessed: 13 March 2022]. Available at https://1000logos.net/boohoo-logo/ FIgure 9K: Toast logo. [Online] [Accessed: 13 March 2022]. Available at: https://the-dots.com/pages/toast-114548 FIgure 9L: Wikipedia, 2022. Kate Spade logo. [Online] [Accessed: 13 March 2022]. Available at: https://en.wikipedia.org/wiki/Kate_Spade_New_York Figure 9N, 10D, 21F:Lucy & Yak, 2022. Logo. [Online] [Accessed: 13 March 2022]. Available at: https://lucyandyak.com/ Figure 10A:House of Sunny, 2022. Logo. [Online] [Accessed: 26 April 2022]. Available at: https://www.houseofsunny.co.uk/ Figure 10B:Maison Cleo, 2022. Logo. [Online] [Accessed: 26 April 2022]. Available at: https://maisoncleo.com/ Figure 10C: Androgyny UK, 2022. Logo. [Online] pAccessed: 26 April 2022]. Available at: https://androgynyuk.com/pages/about-us Figure 10E, 21C :Monki, 2022. Logo. [Online] [Accessed: 13 March 2022]. Available at: https://www.monki.com/en_gbp/index.html
Figure 11: ASOS, 2022. Monki placement print t shirt. [Online] [Accessed: 13 March 2022]. Available at: https://www.asos.com/monki/monki-placement-print-t-shirt/ prd/10418952 Figure 12: Lucy & Yak, 2022. Pink dungarees. [Online] [Accessed: 13 March 2022]. Available at: https://lucyandyak.com/products/original-organic-corduroy-dungarees-in-dusky-pink Fiugre 13:Instagram, 2020. Nude Ethics post. [Online] [Accessed: 16 March 2022]. Available at: https://www.instagram.com/p/CN5aCYmg4jP/ Figure 14:LucidChart, 2022. Consumer decision making process. [Online] [Accessed: 16 March 2022]. Available at: https://lucid.app/lucidchart/ Figure 15A: Shutterstock, n.d. I love coffee. [Online] [Accessed: 19 March 2022]. Available from: https://www.nbcnews.com/better/lifestyle/how-tap-health-benefitscoffee-ncna1096031 Figure 15B: Shutterstock, n.d. University graduates. [Online] [Accessed: 19 March 2022]. Available from: https://theconversation.com/are-graduates-prepared-for-the-job-market-rethinking-africas-university-model-83108 Figure 15C: Tom Werner, Getty Images, n.d. Artist. [Online] [Accessed: 19 March 2022]. Available from: https://www.liveabout.com/what-do-artists-do-1122810 Figure 15D: Tiny Closet, 2020. Minimalist style. [Online] [Accessed: 19 March 2022]. Available at: https://www.mappcraft.com/jenn-mapp-bressan-ootd/2020/2/26/ how-to-nail-minimalist-style-in-spring-2020 Figure 15E:Warmcel, 2022. Sustainability logo. [Online] [Accessed: 19 March 2022]. Available at: https://www.warmcel.co.uk/home/sustainability-logo-3/ Figure 15F:University of Manchester, 2019. Social media. [Online] [Accessed: 19 March 2022]. Available at: https://studentnews.manchester.ac.uk/2019/01/09/thingsto-remember-when-scrolling-through-social-media/ Figure 15G:TastesBetterFromScratch, 2021. Fresh fruit bowl. [Online] [Accessed: 19 March 2022]. Available at: https://tastesbetterfromscratch.com/fresh-fruit-bowl/ Figure 15H:The Vou, 2021. Sustainable fashion. [Online] [Accessed: 19 March 2022]. Available from: https://thevou.com/fashion/sustainable-fashion/ Figure 15I:Beach Scenes, 2022. Beach lifestyle. [Online] [Accessed: 19 March 2022]. Available at: https://beach-scenes.com/the-beach-lifestyle/ Figure 15J:CultureTrip, 2020. Outdoor market. [Online] [Accessed: 21 March 2022]. Available at: https://theculturetrip.com/europe/united-kingdom/articles/the-bestoutdoor-markets-in-the-uk/
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FIGURES
Figure 17: Urban Outfitters, 2022. Out from Under Drew Ribbed Bra Top. [Online] [Accessed: 21 March 2022]. Available at: https://www.urbanoutfitters.com/wom-
ens-clothing
Figure 18: Urban Outfitters, 2022. Summer Graden Party. [Online] [Accessed: 21 March 2022]. Available at: https://www.urbanoutfitters.com/en-gb/ Figure 19: Nude Ethics, 2022. Daisy arch organic crop black t shirt. [Online] [Accessed: 21 March 2022]. Available at: https://www.nudeethics.com/product-page/daisy-arch-organic-black-cropped-t-shirt-by-nude-ethics Figure 20: WGSN, 2020. Future consumers. [Online] [Accessed: 5 April 2022]. Available at: https://www.wgsn.com/assets/marketing/WGSN_Future_Consumer_2022_Executive_Summary.pdf Figure 21D: Lichfield district council, 2021. ASOS logo. [Online] [Accessed: 13 March 2022]. Available at: https://www.lichfielddc.gov.uk/news/article/402/asos-to-employ-2000-people-at-new-90m-warehouse Figure 22: Urban Outfitters, 2022. Plastic oval lens sunglasses. [Online] [Accessed: 14 March 2022]. Available at: https://www.urbanoutfitters.com/en-gb/shop/ uo-plastic-oval-lens-sunglasses?category=womens-sun-shop-collection&color=023&type=REGULAR&size=ONE%20SIZE&quantity=1 Figure 23: Adidas, 2016. Urban Outfitters Collaboration. [Online] [Accessed: 12 April 2022]. Available at: https://www.thecut.com/2016/08/why-adidass-urban-outfitters-ads-are-everywhere.html Figure25: Urban Outfitters, 2022. Jeffrey Campbell Green Floral Boots. [Online] [Accessed: 14 April 2022]. Available at: https://www.urbanoutfitters.com/en-gb/shop/ jeffrey-campbell-green-floral-boots?category=whats-new&color=030&type=REGULAR&quantity=1 Figure 26: Urban Outfitters, 2022. Y2K Cropped Puffer Jacket. [Online] [Accessed: 20 April 2022]. Available at: https://www.urbanoutfitters.com/ Figure 27A, 28A: Nude Ethics, 2022. Lemon logo. [Online] [Accessed: 20 April 2022]. Available at: https://www.nudeethics.com/ Figure 27B: Nude Ethics 2022. Orange Nude Organic Yellow T Shirt by Nude Ethics. [Online] [Accessed 3 March 2022] Available from: https://www.nudeethics.com/ product-page/orange-nude-organic-yellow-t-shirt-by-nude-ethics Figure 27C: Urban Outfitters, 2022. Green iets frans Smile hoodie. [Online] [Available at: https://www.urbanoutfitters.com/en-gb/search?q=iets%20frans%20smiley Figure 27D: Nude Ethics, 2022. Orange Nude Organic T Shirt. [Online] [Accessed: 20 April 2022]. Available at: https://www.nudeethics.com/product-page/orangenude-by-nude-ethics Figure 27E: Urban Outfitters, 2022. Cream and red floral odilia midi dress. [Online] [Accessed: 20 April 2022]. Available at: https://www.urbanoutfitters.com/en-gb/ shop/uo-cream-red-floral-odila-midi-dress?category=SEARCHRESULTS&color=012&searchparams=q%3Dfloral&type=REGULAR&quantity=1 Figure 28B: Nude Ethics, 2022. Sand Nude Organic T Shirt. [Online] [Accessed: 18 April 2022]. Available at: https://www.nudeethics.com/ethical-clothing-collection?page=2 Figure 28C:Nude Ethics 2022. Lemon t shirt. [Online] [Accessed 3 March 2022] Available from: https://www.nudeethics.com/ Figure 28D: Nude Ethics, 2022. Orange Nude Organic T Shirt. [Online] [Accessed: 20 April 2022]. Available at: https://www.nudeethics.com/product-page/orangenude-by-nude-ethics Figure 28E: Urban Outfitters, 2022. Cream and red floral odilia midi dress. [Online] [Accessed: 20 April 2022]. Available at: https://www.urbanoutfitters.com/en-gb/ shop/uo-cream-red-floral-odila-midi-dress?category=SEARCHRESULTS&color=012&searchparams=q%3Dfloral&type=REGULAR&quantity=1
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FIGURES
Figure 28F: Urban Outfitters, 2022. iets frans Super Cropped Hoodie. [Online] [Accessed: 18 April 2022]. Available at: https://www.urbanoutfitters.com/en-gb/shop/
iets-frans-super-cropped-hoodie?category=SEARCHRESULTS&color=040&searchparams=q%3DIETS%2520FRANS&type=REGULAR&quantity=1
Figure 29: Urban Outfitters, 2017. Stall. [Online] [Accessed: 20 April 2022]. Available at: https://twitter.com/urbanoutfitters/status/850728699586596866 Figure 30, 32, 38, 56, 58: Figures 28A-F Figure 31 :Alamy, 2022. Urban Outfitters Oxford Street store. [Online] [Accessed: 20 April 2022]. Available at: https://www.alamy.com/a-branch-of-urban-outfitters-
on-oxford-street-central-london-image206632486.html
Figure 33, 35 & 37: Unsplash, 2022 Billboard template. [Online] [Accessed: 20 April 2022]. Available at: https://www.istockphoto.com/search/2/image?alloweduse=availableforalluses&mediatype=photography&phrase=billboard%20template Figure 34, 36, 40, 42, 48: Figures 27A-E Figure 39: Urban Outfitters, 2022. Screenshot of website. [Online] [Accessed: 20 April 2022]. Available at: https://www.urbanoutfitters.com/en-gb/?ref=logo Figure 41: Nude Ethics, 2022. Screenshot of website. [Online] [Accessed: 20 April 2022]. Available at: https://www.nudeethics.com/ Figure 42 & 68: Neill, O. 2021. @olivianeill. [Instagram]. [Accessed: 1 May 2022]. Available at: https://www.instagram.com/olivianeill/?hl=en Figure 44& 65: Clegg, F. 2022. @flossie. [Instagram]. [Accessed: 1 May 2022]. Available at: https://www.instagram.com/flossie/?hl=en Figure 45: Tuxford, C & Bayliss Zullo, C. 2018. @sophiaandcinzia. [Instagram] [Accessed: 20 April 2022]. Available at: https://www.instagram.com/sophiaandcinzia/ Figure 46 & 67: Canham, E. 2021. @emilycanham. [Instagram]. [Accessed: 1 May 2022]. Available at: https://www.instagram.com/p/CYClReSv5Qh/ Figure 47: Unsplash, 2022. PR box template. [Online] [Accessed: 20 April 2022]. Available at: https://www.istockphoto.com/search/2/image?alloweduse=availableforalluses&mediatype=photography&phrase=pr%20box Figure 49: Nude Ethics, 2022. Fruit bowl in brown digital print. [Online] [Accessed: 20 April 2022]. Available at: https://www.nudeethics.com/product-page/fruit-bowlin-brown-digital-print-by-nude-ethics Figure 50: Unsplash, 2022. Bamboo coffee cup. [Online] [Accessed: 20 April 2022]. Available at: https://www.istockphoto.com/search/2/image?alloweduse=availableforalluses&mediatype=photography&phrase=bamboo%20coffe%20cup Figure 51 & 53: StickPNG, 2022. iPhone transparent image. [Online] [Accessed: 20 April 2022]. Available at: https://www.stickpng.com/img/electronics/iphones/iphone-x-screen-mockup Figure 52 & 54: Nude Ethics, 2022. Wesbite [Online] [Accessed: 20 April 2022]. Available at: https://www.nudeethics.com/
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FIGURES Figure 55: Zeeoob, 2022. TikTok generator. [Online] [Accessed: 20 April 2022]. Available at: https://zeoob.com/generate-tiktok-post/
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TABLE LIST
Table 1: 7P Marketing Mix (Posner, 2015, p. 55) Table 2 & 3: Positioning map, based on Posner, 2015, p.57 Table 4: SWOT Analysis (Posner, 2015, p.102) Table 5: Touchpoints (Browning, 2021) Table 6: DRIP framework (Fill & Jamieson, 2006, p.24) Table 7: Positioning map, based on Posner, 2015, p.57 Table 8: AIDA Model (Posner, 2015, p.128)
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