HOMMAGE Promotional Strategy
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Executive Summary
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Brand Analysis Target Market SWOT Analysis
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The Strategy Aims & Objectives Key Message Direct Marketing Social Media Public Relations
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Strategy Logistics Schedule Budget
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Contents 02
In today’s society, men are frequently faced with societal and cultural pressures to conform to an ‘ideal’ body image that is constructed by masculine stereotypes. In consideration of the increasing media presence of the body positivity and the growing plus-size market, male consumers are appealing for menswear brands to offer a greater range of sizes, whilst using a more diverse range of models to embrace inclusivity and diversity within campaigns.
Executive Summary 03
This promotional strategy has been developed for an upcoming brand, Hommage, which is a contemporary and youthful menswear brand that is built on inclusivity. The strategy has been created to support the launch of Hommage and its debut collection.
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Brand Analysis 06
BRAND ANALYSIS
Our customers are conscious millenials. They are brand ambassadors. Hommage men are not afraid to push boundaries to make a positive impact on society. Whether an XXS or an XXL, our customers do not let their body undermine their style. Hommage men are fearless.
Target Audience 07
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BRAND ANALYSIS
Strengths
Hommage advocates for greater inclusivity for men within the fashion industry. Hommage promotes charitable oragnisations through social enterprise. Each collection is offered in a wide size range from XXS to 6XXXL.
Weaknesses
Hommage is new to the market, therefore it lacks an established brand presence and customer base. A large amount of stock is required to fulfill the wide size range that is offered. Hommage has a low budget to launch the brand.
Opportunities
E-commerce continues to rise compared to brick and mortar. Plus-size sector within the menswear market is forecasted to grow to a share of 21.5%. Male consumer attitudes are changing in a bid for greater inclusivity and diversity.
Threats
The menswear market is highly competitive with well-established international brands. There is economic uncertainty due to the COVID-19 pandemic. Brands that operate both digitally and physically may gain a greater brand presence compared to brands that solely operate online..
SWOT Analysis 09
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The Strategy 12
THE STRATEGY
Aims & Objectives
The aim of the promotional strategy is to establish Hommage as an all-inclusive menswear brand. The campaign will promote the upcoming debut collection, that is inspired by mental health charity, Mind.
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Through the implementation of an effective 12-week digital strategy to promote the launch of Hommage, the key objective is to build the brands’ presence within the menswear market. Strategy tactics will include direct marketing, social media and public relations. Following the launch of Hommage and its debut collection, various key performance indicators including overall website traffic, social reach and engagement rate will be utilised to review and analyse the success of the strategy.
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THE STRATEGY
FASHION FOR MEN NOT THE MAN 15
Key Message
The key message behind the strategy is to reflect Hommage’s inclusive vision that is focused on providing style to every man regardless of their body shape and size.
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THE STRATEGY
Direct Marketing
Email and text marketing are costeffective direct and immediate forms of promotional tactics as Hommage can reach a large number of people all at the same time. Email and text marketing are effective promotional tools as they will build brand awareness and boost customer engagement through simple means of communication with customers.
Email & Text Marketing
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Google Ads
Google Ads are an effective promotional tool for the launch of Hommage as the online advertisements can be targeted to reach a certain audience based on factors such as keywords, demographics and geographical locations. 18
THE STRATEGY
Social Media Social media is a fast and effective means of communication to reach a large audience instantly. It will be a key component within the promotional strategy, as it will create a greater brand awareness and boost customer engagement, which as a result will increase website traffic. Hommage will primarily use Instagram, YouTube and TikTok to establish their online presence whilst building their brand awareness. Campaign content including various imagery and as well as a short promotional video will be featured across the social media platforms.
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THE STRATEGY
Public Relations
Jordan Banjo
Tommy Mallet
To promote the upcoming launch of Hommage, the brand aims to work with male individuals who are in the public eye. This will build a level of brand trust with customers whilst also establishing their online presence. The selected ambassadors to support the brand’s launch are Jordan Banjo and Tommy Mallet. They are ideal Hommage ambassadors as they have both spoken publicly about body image and mental health struggles. They portray authentic and genuine personalities, which reinforces the Hommage ethos. The two men have both acquired high engagement rates on their social media platforms. Hommage aims to promote the launch and debut collection through Jordan Banjo’s TikTok platform and Tommy Mallet’s Instagram.
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Strategy Logistics 24
STRATEGY LOGISTICS
September 2021
14/09 Create intitial brand launch announcement Set up socials and plan content for brand’s platforms 17/09 Post news of upcoming brand launch on brand’s socials
04/10 Post relevant ‘Monday mood’ content on socials Create & develop Google Ads
31/10 Reveal early access sign-up on Instagram - Create buzz
17/11 BANJO & MALLET to post on socials to remind of Friday launch
08/10 Post ‘behind the scenes’ teaser content of collection
01/11 Post campaign video on socials
19/11 BANJO & MALLET / HOMMAGE to post @ 11am (GMT) on Instagram stories of upcoming launch Email/SMS early access link to customers @ 12pm (GMT) BANJO & MALLET / HOMMAGE to post launch on socials at 2:59pm (GMT)
11/10 Draft and create early access email and SMS content Launch Google Ads
20/09 Initial networking with BANJO & MALLET
12/10 Post ‘behind the scenes’ campaign teaser content on socials
24/09 Post teaser content on socials
October 2021
15/10 Confirm BANJO & MALLET for upcoming content
01/10 Post collection content on socials to create brand buzz Communicate with BANJO & MALLET on collab
22/10 Release details of launch 25/10 Post teaser video of collection to build hype on socials
Schedule 25
November 2021
05/11 BANJO & MALLET post on socials to reveal upcoming launch to followers HOMMAGE post two week countdown reminder 08/11 Post relateable content ‘Monday motivation’
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12/11 Post one week reminder on socials Email/SMS one week reminder
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15/11 Email/SMS reminder to early access customers
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LAUNCH HOMMAGE @ 3pm (GMT) BANJO & MALLET / HOMMAGE post on socials to build up hype
STRATEGY LOGISTICS
Budget
During the development of the promotional strategy, an efficient yet cost-effective budget has been formed in order to improve and monitor the planning and coordination of the strategy tactics. Hommage has allocated the promotional strategy a budget of £10,000 which will cover costs for direct marketing, social media and public relations.
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Direct Marketing
Public Relations Social Media
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Budget Allocation Direct Marketing £3000 Social Media £500 Public Relations £6500