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CLIENT PACKAGE MARKET RESEARCH COMMUNICATION STRATEGY
CONTENTS
1.1 Client Brief 1.2 Initial Client Contact 1.3 Client Questionnaire 1.4 Client Interview 2.1 Infographics 2.2 Infographic Analysis 2.3 Consumer Demographic 2.4 Future Consumer Demographic 2.5 Micro Environment 2.6 Macro Environment 2.7 Emerging Markets 2.8 Brand Positioning 2.9 Brand Differentation 2.10 Competitor Analysis 2.11 Marketing Mix 3.1 Brand Identity 3.2 Aesthetic Board 3.3 Brand Loyalty 3.4 Encouraging Enagement 3.5 Point of Sale 3.6 Bricks and Mortar Store 3.7 Packaging Design 3.8 Product Drops 3.9 Shoot Location Mood Board 3.10 Posing Mood Boards 3.11 Hair and Make Up Mood Board 3.12 Styling Mood Boards 3.13 Final Images 3.14 Social Media Presence 3.15 Website 3.16 Brand Collaborations 3.17 Advertising Concept 3.18 Magazine Features 3.19 Shoot Reflection 3.20 Conclusion 3.21 Bibliography
CLIENT BRIEF
INITIAL CLIENT CONTACT
1.1
Villains and Vengeance is a Birminghambased independent menswear label, selling casual streetwear products. With the client’s brand vision and values in mind, the key aim is to build the brand’s presence which will be documented in a communication strategy presented Villains and Vengeance. The strategy will focus on the brand’s core principle of being a human company, providing a good consumer experience. This will need to be effectively communicated to the consumer. Consumer engagement will need to be increased through improvement of the social media platforms. The issue of sustainability needs to be strongly considered throughout the process and in all aspects, such as clothing manufacture and packaging. Eventually, the brand’s consumer base needs to grow in order for the brand to become successful.
1.2
CLIENT QUESTIONNAIRE 1.3
What is the meaning behind your brand name, Villains and Vengeance? When I was 15 I loved the brand called ‘Crookes and Castles’ and I loved the alliteration. The brand nearly became ‘Villains and Castles’ and then I was at home and watching Crime Watch and ‘vengeance’ came into my head. I googled what it meant, I really liked the alliteration and then I realised it was also like a juxtaposition and two opposites put together. Also, circumstances in my life kind of matched that juxtaposition. So to put that all together, it became a lot more meaningful rather than just a shitty name. What is your brands core vision and values? Villains and Vengeance started with the mindset of embracing what makes you different and doing what you love. For us, it’s about being a human company, it’s at the heart of everything we do. From the people that make our products through to the people who work with us on every touchpoint in between. It’s super important that people are put first and knowing that people are treated with respect, people are accepted. It’s just embracing other people rather than being a complete asshole like the majority of people today. How does your brand name link to the inspiration of travel? I think wherever you go there’s always juxtapositions. There’s always things that make ask you “why”. If you
want to think of it in a literal sense, there’s always going to be people doing bad things wherever you go, and there’s always going to be people seeking justice for those bad things. It’s on a very macroscale that it links. Who is your target market? It’s 18-30-year-old males, who are interested in travelling, commuting. They like midluxury fashion brands like All Saints - that kind of price point. They’re interested in their design, their arts, their film. They’re more creative. Do you have a unique selling point? Yes, experience. When we say we’re a human company we really mean it. It’s every touchpoint. We hand screen print everything, so our love is actually in the products. Then we have a little card that goes in when we ship the product to the customer. If they’re from a different country we write ‘thank you’ in their language, and we always handwrite who it’s packed by. It’s the little things. We always communicate with our customers to keep that trust there and to build that relationship. Where do you see Villains & Vengeance in the future? What is your 5-year goal? I’d definitely like to have a bigger engaged audience, as would anyone. It’s one of our goals that everything we talk about is made or done by us. It’d be cool to create every single set for every single photoshoot that we do and that’s kind of the craft behind the graft.
CLIENT INTERVIEW 1.4
C: What is the meaning behind your brand name, Villains and Vengeance? A: When I was 15 I loved the brand called ‘Crookes and Castles’, I don’t know if you’ve heard of it. I loved the alliteration of it and the brand nearly became ‘Villains and Castles’ until I got laughed out of my IT class one day at school. So I was at home and I was watching Crime Watch and ‘vengeance’ came into my head and then I googled what it meant, really liked the alliteration but then I realised it was also like a juxtaposition and it was like two opposites put together. Then, to go a bit deeper, circumstances in my life kind of matched that juxtaposition of how I was brought up and the things I was taught to pursue with, so to put that all together it kind of meant something to me and it became a lot more meaningful rather than just a shitty name. And then I trademarked it and it stuck. C: What is your brands core vision and values? A: Villains and Vengeance started as a small screen printing operation, with the mindset of embracing what makes you different and doing what you love. So for us it’s about being a human company, it’s at the heart of everything we do. From the people that make our products through to the people who work with us on every touchpoint in between. It’s super important that people are put first if that makes sense, and knowing that people are treated with respect, people are accepted. It’s just embracing other people rather than being a complete asshole like the majority of people today. C: How does your brand name link to the inspiration of travel? A: I really like this question because I’ve never really thought about it before, but I think wherever you go there’s always juxtapositions. There’s always things that make ask you “why”, and then even if you want to think of it in a literal sense, there’s always going to be people doing bad things wherever you go, and there’s always going to be people seeking justice for those bad things. So it’s on a very macro-scale that it links. C: Do you have a unique selling point? If so, what?
A: Yes, so ours is experience. When we say we’re a human company we really mean it, it’s every touchpoint. We hand screen print everything, so our love is actually into the products, and then we have a little card that goes in when we ship it to the customer. If they’re from a different country we write ‘thank you’ in their language, and we always hand-write who it’s packed by. It’s the little things, and we always communicate with that customer even, you know our products take 24 hours to reach our customers. We ship them super, super fast, but even in that time we communicate with our customers to keep that trust there, and to build that relationship, so it’s definitely the experience. C: Where do you source your clothing from? Are the digital prints on your products your own images or are they sourced from somewhere? A: Our clothing is made in a factory in Bangladesh. We are moving now, that is the final factory that’s moving next year, but it is certified to fully look after their staff and there’s a company that monitors that factory to make sure that the workers aren’t being harassed, they aren’t being abused, they have equal pay, all of that kind of thing. It’s good but it’s not great, but we’re moving that very very quickly, hopefully by the first quarter of next year that’ll be away and more into Europe and then finally back into the UK. And then the prints, everything is screen printed, and the images, we do take some images from Google, Pinterest. What we like to do with our designs is we like to take certain things from a graphic we’ve seen or an image and then we’ll put that into our own and create a whole new context for it. C: Who is your target market? A: It’s 18-30 year old males, who are interested in travelling, commuting. They like midluxury fashion brands like All Saints, that kind of price point. They’re interested in their design, their arts, their film, that kind of thing. More creative.
A: I think the customer travels, commutes frequently like I’ve already said. They’re usually in touch with their creative side. They tend to be quite selfish in their own sorts, they’re not too consumed by what others are doing or how they’re expressing themselves. They’re quite open-minded and they’re quite attracted to the city. Generally their day-to-day life is blended between work and pleasure quite seamlessly, so it almost looks as if they’re not working. C: Who would you associate as your main competitors in your market? A: It’s really hard because I’ve never considered to have competitors, and that’s not saying it in an arrogant way. I think there’s plenty of brands and there’s enough opportunity in the market to not have to worry about competition because each brand stands for something different, and the products are unique to them and so it’s really just down to whether a person wants to associate themselves with your brand, agrees in the values you have, or likes the product that you have. So in that respect, we don’t really have competition. It’s just if you like us, cool, then buy our product. If you don’t then that’s absolutely fine. C: Alongside the website, what social media platforms do you predominantly use? A: So it’s Facebook, Instagram and we’re starting to go quite hard on Tik Tok now. C: Is your Instagram platform relatively new as it only dates back to September? Why? A: We started our Instagram in 2012 and then we built it, we had a really big following and then we just kind of lost love for it, and we just kind of abused it and didn’t do anything with it and so we lost our engaged followers. So we deleted it, we signed onto a marketing agency a couple of months ago and we decided we’d delete the entire social media. We’ll make the actual tag better, so it fits in with our SEO and we’ve just started again with a whole new relaunch of the brand, and kind of vision going forward.
C: Using psychographics, how would you C: As you appear to solely be an online describe a typical customer of Villains and business, have or would you ever consider Vengeance? Factors include but are not a bricks and mortar store? If so, why? If not, limited to hobbies, spending habits etc. why?
Being a human company and inspiring people to celebrate what makes them different and doing what they love. If we can bring that to life and connect with our customers and audience in a really meaningful and impactful way which isn’t as easy online then that’s amazing, we’re doing what we set out to do. And I just like dealing with people face-toface. I prepped for this interview and could’ve just emailed you all the prep but I like having conversations with people. C: For your brand identity, are there specific characteristics of design that you follow? Eg logo design, aesthetic, colour palette, typography A: We’ve got two logos. They’re both text but we kind of class one as a symbol and the other one as a text logo. So the one that has ‘Birmingham, England’ underneath it, that’s our text logo. The fonts we use is Roboto Slab, we use bold fonts and with a height of 90% on Photoshop. All uppercase for headings and then Roboto Slab regular for lowercase paragraphs and things. We like to keep the colours quite neutral and we like to keep it quite minimal. We’re still working on that so that’s all I can give you so far. C: Where do you see Villains & Vengeance in the future? What is your 5 year goal? A: I think I’d definitely like to have a bigger engaged audience, as would anyone. I think I’d really like to realise parts of Villains and Vengeance that currently don’t really make financial sense. We share a lot of offers now to the drinks we enjoy, our interest in cars and architecture, those kind of things. It’s one of our goals that everything we talk about is made or done by us. So for architecture we built an elevator for our last campaign literally in the dining room. It’d be cool to create every single set for every single photoshoot that we do and that’s kind of the craft behind the graft. And you know, how drinks nights and stuff where you get to meet people and then we can share our love of our favourite drinks, customised cars, small things that just add value and take a step into our world a bit deeper.
A: We tend to focus on our top customers. For them, when we start sampling collections before we really decide what we’re going to go with and put it out, we’ll send a few of our favourite samples out to our top customers just as a little teaser for them to see what’s coming. And also just to thank you for them spending money and it’s kind of giving a nice little surprise back because we’re surprised every single time people buy our stuff. We also have an automatic feedback loop for all our customers as well, so we’re always on the pulse about what our customers think and care about most. Whether we can listen to that and respond properly so that we’re constantly building that relationship, that trust, which equals loyalty. C: When a customer purchases a product from Villains and Vengeance, what does the packaging look like? Do you include any notes in the delivery? A: We like to send ours completely unbranded in white bags, along with a note as mentioned previously. C: How regular are your product drops? A: They’re completely random, I’ll be honest. We have projects that we set out for the year and then we don’t release it until we’re happy with it and as we’re slowly starting to really figure out what our design principles are now, that will hopefully make our prints a bit more iconic and things like that. It’s taken us a little bit longer, but we don’t like leaving people too long really. But yeah, I think we do push it a bit. C: What influencers/celebrities/musicians would you associate with Villains and Vengeance? A: Yeah, for us it’s people like Icykof, the YouTuber, any of the PAQ presenters. We like Luka Sabbat, or absolute gold would be for Big Sean to wear something of ours.
C: We have to produce an advertising concept where we will run a photoshoot and produce 5 campaign images - Do you have any upcoming product drops or campaigns that could be a base for our work so that is in-line C: How do you currently build brand loyalty with the brand? with your customers? A: I don’t have anything on top of my mind let
just yet because I’m still focusing on putting the collections together and working on both of them simultaneously. But depending on when you need them, there’s definitely some products we can send your way that will kind of fit in-line with an idea. C: We came across your YouTube channel which involves elements of your brand, would you be interested in using this platform to create greater engagement with your target consumer? A: Ah that was embarrassing! Yeah I’m really really considering it at the moment and I’ve had quite a few conversations recently about maybe taking down all the things that we’ve published so far, because it’s been a bloody big struggle getting to where we are now because we built a £50,000 business and then all of our sales were under ASOS and then ASOS plummeted for about a year and a half and we went with them and then we built it back up and we’re on a much stronger path now. I don’t know if I want to communicate that side of it to my customers, so we’re kind of debating to go down another route of documenting the set builds, like the elevator, because we filmed four and a half hours worth of content of literally just me and two men building the elevator. Then we’re going to hopefully do a mini podcast show on literally that in November. So, we’re looking at it, but it’s really hard. What do you think? Do you think it would be a good idea? C: Well we were thinking of ways that you could try and utilise your YouTube platform. For example, we thought you could create lookbook content and that kind of aspect so you know with the actual products and stuff. But they were just ideas that we threw around so we were obviously interested to get your opinion as to whether you would be interested to use that as a platform to try and create engagement with your customers. A: Yeah yeah I think that would be really cool. I just don’t know if it would be cringe for me to do it or whether to get someone else to do it. I’m so down for doing anything on any of the platforms as long as it tells the story and gets the part of our message across in the right way so that’s the hardest part, just making sure it’s consistently on brand.
7%
use Instagram as style inpiration
use Snapchat as style inpiration
6%
3%
7%
use Facebook as style inpiration
use Twitter as style inpiration
use Youtube as style inpiration
91%
58% 91% 37% 56%
56% buy unisex clothing
more buy likely unisex to wear clothing something worn by an influencer
£10
£10
£10
20-30 year old males pay for a hoodie
£10
£10
£10
£10
£10 £7
20-30 year old females pay for a hoodie
INFOGRAPHICS ANALYSIS
77%
2.2
Using a survey is a good form of data collection as large samples of data can be collected in a small amount of time. This was advertised using an online link on Snapchat and Facebook, eliminating the chance of researcher effects making the data unreliable and invalid. The survey was standardised, meaning that all the respondents answered the same questions making it reliable. This consisted of open and closed questions, producing both quantitive and qualitative data for analysis. Qualitative answers were coded, where common themes were grouped in the participant’s responses, this enabled easy analysis for these question types. A variety of question types where also included, such a multiple choice which produces nominal data and ranked scale which produces interval data. However, there could be issues with validity. It could be subject to demand characteristics if the respondents guessed the aim of the survey and responded according to what they thought it was looking for. In addition, there are issues with multiple choice questions not giving all the choices that a respondent may require. Distractor questions that aren’t counted could’ve been included to through the respondents off the sent. Over 100 people responded to the survey, making this a generalisable sample to wider population. However by looking at Graph 5, it can be seen that a significant majority of people who responded where in the age bracket of 20-30 years old. This decreases the generalisability of this sample to other age groups. However, there was nearly an gender equal number of respondents, 46 males and 54 females, which makes this generalisable gender sample. Overall, this survey is generalisable due to its large sample of equal genders. However, the age and location of the respondents weakens it. ‘Would you ever buy unisex clothing?’, suggests that females are more likely to purchase clothing that is unisex than males. 91% of females would compared to 56% of males. Therefore, this could be an opportunity for Villains and Vengeance to expand their market by branching out into this area.
‘Which social media platform do you use for style inspiration?’, suggests that Instagram is the most popular. Instagram 80% female and 76% male and all the other platforms are significantly lower with the next highest being males on Snapchat with 17%. This therefore suggests that Villains and Vengeance should focus on their product promotion through Instagram as this is where the majority of people look for inspiration. ‘Are you more likely to wear something worn by an influencer?’, suggests females are more likely to than males. However, there is not a hugely significant difference between the two genders. Females are 58% and males are 37%. Therefore, it would be good for Villains and Vengeance to keep in mind that having an influencer crucial in order for the brand to be successful, according to this research. ‘Do you prefer instore or online?’, implies that there is no significant difference whether people prefer to shop instore or online. Therefore, Villains and Vengeance expanding into bricks and mortar could be fairly important as half of the people asked said they prefer instore. ‘What is the average price you would pay for a graphic hoodie?’, proposes that people vary on the price they are willing to pay for something. This is because females aged 2030 are willing to pay £50 compared to males paying £37 in this category, whereas 31-40 year olds would pay between £15-20. 41-50 year olds would pay £10-15 and then 51-60 year old males are willing to pay £35. Therefore this shows that there is great variation.
18-30 YEARS OLD
TRAVEL
MALE
VENGEVANCE ARCHITECTURE
CREATIVE OUTDOORS
LIFESTYLE
EDGY
MUSIC
AEROPLANE
SPORT
ESCAPE
ADVENTURE
RUN
UNISEX
MICRO ENVIRONMENT
18-30 YEARS OLD
Strengths Villains and Vengeance has strong brand values that suit the target consumer. This means that the consumer can easily identify with the brand which helps them attach themselves to it and therefore purchase more often (Milligan and Edge, 2009). Consumers can purchase Villains and Vengeance’s products on ASOS Marketplace which is global company. This therefore provides the brand with a global reach, enabling international consumers to purchase from the brand.
Weaknesses Villains and Vengeance has a weak social media presence, particularly on Instagram where it only has 162 followers. Based on primary research, this is a major weakness because a large majority of consumers use Instagram the most out of all the social media platforms. Villains and Vengeance not being strong on this platform put it at a huge disadvantage due to this. In addition to this the brand has weak consumer experience on their website. This might put people off purchasing from the brand as consumers online shop for the ease of it (Mintel, 2019). Therefore, if the website isn’t easy to use then they will not want to shop from the brand. Linking in with this, the products sold on the website are very limited. This is a weakness because consumers like to have a good choice of products to choose from (Mintel, 2019). Opportunities Villains and Vengeance hand screen prints its products. This provides the opportunity for the brand to be more personal with the prints, such as allowing the consumer to personalise their order. Brands that offer customisable products are taking over both traditional and online stores. This is resulting in businesses that are not incorporating elements of customisation risking losing revenue and customer loyalty (Roland DG Blog, 2018). Villains and Vengeance is purely online, therefore branching out into bricks and mortar could be another opportunity. A large proportion of the brands target consumer still prefer to shop instore (Lilley, Portch, Roulstone, 2019), which suggests that bricks and mortar is something the brand needs to do to increase their consumer engagement. Threats Villains and Vengeance products are low quality and inconsistent which does not reflect the price tag. A t-shirt costing over £20 would be expected by a consumer to be made of a thicker, higher quality fabric that has the brand’s logo on the tag. However, this is not the case for the Villains and Vengeance products. This threatens the brand as consumers might purchase once from the brand then release this and not want to purchase again.
This suggests that All Saints has a significantly stronger global popularity when it comes down to technology.
LEGAL Laws and policies vary globally. Governments in certain countries such as UK, copyright and patent laws in regard to designs. (Dunn, 2016). The Copyright, Designs and Patents Act 1988 states that “it gives the creators of literary, dramatic, musical and artistic works the right to control the ways in which their material may be used.” (UKCCS, 2019). Villains and Vengeance take their screen print designs from Google. ENVIRONMENTAL This could result in issues if Fast fashion product life the brand does not go about cycle that Villains and taking these images in the Vengeance is involved in correct way. is short and negatively impacts the environment as SOCIAL products become undesirable Product sales can be and unworn, resulting in impacted due to society disposal (Hansson, 2011). affecting opinions, attitudes, Environmental regulations and interests (Dunn, 2016). also vary globally. China has Nationally, lower class have none of these resulting in it less disposable income for being the world’s largest CO2 Umbro’s products, meaning emitter. This is attractive less regular purchases for businesses as they don’t (Dunn, 2016). Globally have to worry about clean up cultures vary. A Villains and operations and air and water Vengeance product that may pollution (Dunn, 2016). be acceptable to wear in one country may not be acceptable TECHNOLOGICAL in another. Villains and Villains and Vengeance has Vengeance would therefore the least number of followers have to glocalise to suit these compared to its main markets (Dunn, 2016). competitors with only having 121 followers on Instagram when All Saints has 760K and Mnml has 571K (26/11/19). Villains and Vengeance also receives the least amount of likes with an average of 25 compared to All Saints’ 500K (Portch, 2019).
EMERGING MARKETS
MACRO ENVIRONMENT 2.6
POLTICAL Villains and Vengeance can be accessed by international consumers which could mean that the company could be limited by the political environment (Claessens, 2014). The company has to go through many governments with various political systems which Villains and Vengeance must comply and adapt to (Catherwood et al, 2016). Corruption may occur within a system, such as North Korea, meaning Umbro’s success would be based on the value to the leaders and not to the consumers (Dunn, 2016).
2.7
A country that has some characteristics of a developed market, but does not satisfy standards to be termed a developed market. This includes countries that may become developed markets in the future or were in the past. (Stoukas & El Madany, 2013). When asked in the interview the client told us their clothing is made in a factory in Bangladesh, however they are planning on moving to the UK within the next year. They also mentioned that the factory is certified to fully look after their staff and there is a company that monitors it to make sure the workers aren’t being harassed, abused and have equal pay. They are hoping that by early 2020 they will have moved the factory more into Europe and eventually into the UK. Problems that Bangladesh faces include the risk of disasters such as factory fires, low wages, unfair treatment of workers and poor working conditions. Between 2001 and 2011 monthly wages of garment workers in Bangladesh decreased by approximately $2. The typical wage in Bangladesh was 14% of a living wage which provides basic needs for a worker’s family. (Bain & Avins, 2015). Although this information was gathered in 2011, there hasn’t been much change. Sourcing clothing from the UK would benefit Villains & Vengeance more as they can monitor the factory that sources their clothing to monitor the working conditions.
The client also said their core values include the brand being a completely human brand and them knowing specifically where the clothes are coming from and what the factory is like would incorporate the human aspect further into the clothing. On a lot of the products Villains and Vengeance produce it says ‘made in Birmingham’ so it would be a good idea if they could source their clothing from a factory in Birmingham or in the surrounding area. Villains and Vengeance being an online brand means it can reach more people. The development in technology also aids this as emerging countries are gaining access to technology, meaning the company could have the potential to reach these countries, selling their products internationally. (Bowen et al, 2016). However the owner and director of Villains & Vengeance stated in the interview that he enjoys interacting with people and would like to be a human company, this is a downside of technology as they cannot interact with consumers online as they could in person.
BRAND POSITIONING 2.8
The brand positioning map looks at consumer engagement in relation to the type of brand that it is, such as bricks and mortar or online. Instore ratings were taken on a scale of 1 to 10, with 1 being the least consumer engaging and 10 being the most. AAPE scored 8, being the highest out of all the brands measured. This was because the instore environment was very bright and clean, so products were easy to see. The store also had interactive elements with many large screens and visual centre pieces. All Saints scored 3, being the lowest out of all the brands measured. This was because the instore environment is basic, neutral and dark making it not an environment customer would enjoy shopping in. There was no technol- ogy, interactive or eye-catching elements to help sell the products. Despite this, All Saints still is fairly high on the consumer engagement scale. This is because from a social media point of view the brand is engaging. All Saints has 760K Instagram followers with an average likes of 5,000, post- ing twice a day. Urban Outfitters is the strongest out of the brands meas- ured in this area. It has 8.9M Instagram followers with an average likes of 51,610, posting three times a day. Therefore, this would explain its position on the positioning map. Villains and Vengeance is the weakest out of the brands measured in this area. It only has 121 Instagram followers with an average likes of 25, posting once a day.
BRAND DIFFERENTIATION 2.9
NICHE The client says that one of the things that makes the brand unique is its experience of being a human company. Products are hand screen printed and customers receive a handwritten note saying ‘thank you’ in their home language. This gives the brand a personal touch by connecting with the customers. The brand has fast shipping and responds to messages within 24 hours. However, this is something that many companies already do, therefore meaning that this is not something that is unique to the brand like what the client says. Villains and Vengeance needs to stand out from competition in order to be able to compete with them (Edge and Milligan, 2009). The brand focuses around the concept of travel and this is what makes it unique. Therefore, this concept should be marketed as the niche. EXPERTISE The brand screen prints graphics onto the products which is not only what makes the brand unique but is what it could excel in against its competitors. This goes the same for the brands superfast delivery, however there is strong competition in this area. Brands that do this tend to be successful in the industry (Mintel, 2019). Therefore, this is something that the brand could aim to achieve in the long term. Consumers are inclined to trust the brand that appear to be the experts in a particular area, consequently more sales of products (Mintel, 2019). The brand would have to focus on the quality and the skill in manufacture in order to attain this goal.
BRAND COLLATERAL The brand is small and independent with a weak brand identity making it hard to recognise. A brand with a strong, easily identifiable and memorable identity is significant in order for it to be successful (Carter, 2014). This is able to be expressed through multiple types of media which promotes the brand and aids sales of products (Edge and Milligan, 2009). Therefore, it is vital that a strong identity it created in order for the brand to have a chance against its competition. A recognisable colour palette, typefaces, logo, image style and tone of voice is required (Edge and Milligan, 2009). BRAND STORY The client can up with the brand when he was 15 years old inspired by his love for the brand Crooks and Castles. He loved the alliteration in the name and wanted to create something similar. The inspiration for ‘vengeance’ came when he was watching Crime Watch. The name then became relevant to his life due to certain circumstances with his upbringing and it was then was meaningful to him. The brand then started as a small printing operation with the mindset of embracing what makes you different and doing what you love. “Every successful brand has a compelling story behind it” (Carter, 2014), this suggests that sharing the brands story would be an important thing to do. SUSTAINABILLITY The factory is currently based in Bangladesh; however, the brand is moving more into Europe and eventually into England in the first quarter of 2020. Consumers are becoming increasingly aware about sustainability and 58% of people think that retailers should be more sustainable (Mintel, 2017). Therefore, it is important that the brand stays on top of this otherwise there could be potential for customers to go elsewhere. Moving the manufacturing to England would cut emissions and decrease the brands carbon footprint. Swapping the plastic packing that the products are delivered in to a more sustainable material is another opportunity to become more sustainable. Promoting the brand as sustainable will attract consumers who are concerned about this issue within the fashion industry.
PRICING Currently the brand prices their products in the middle price bracket. This is a good price as opting for a lower bracket could be successful at first but then becoming hard to continue in the future (Hodgson, 2017). Many consumers now expect discounts from brands on their products, which is not helped by large discounts around Christmas time (Mintel, 2019). 72% of Villains and Vengeance’s target market’s age bracket say they would buy clothing even when there isn’t a discount on the products (Mintel, 2019). This suggests that the current pricing of the brand is suitable to its consumers and therefore is something that is not needed to be changed. “Mintel’s Report ‘Clothing Retailing – UK, October 2018’, found that the primary reasons why men shop online for clothing are…the ability to get fast delivery.” This implies that the brands fast shipping is something the consumer desires, meaning that this should be kept in the strategy. UNIQUE POINT OF PURCHASE EXPERIENCE Villains and Vengeance send their customers a thank you note with every purchase, providing a personal purchasing experience. In order for consumers to choose the brand over its competition, it needs to be unforgettable (Carter, 2014). Regarding online purchasing experience, the ease of the website, number of images and quality are important elements (Mintel, 2019). Due to the brand being only online, the purchasing experience could be limited as customers do not have the instore experience. The brand could benefit if the it was to branch out into this area then there is “importance of a welllaid out store becomes apparent. Stores need to feel spacious; lighting needs to be right and the layout needs to be easy to navigate” (Mintel, 2019). HERITAGE AND PROVENACE Villains and Vengeance originates from Birmingham, England. Consumers like to purchase from brands from the same place as them (Carter, 2014). Therefore, promoting the origin and the history of the brand along with the brand itself would be beneficial.
MARKETING MIX
COMPETITOR ANALYSIS
2.10
Villains and Vengeance along with its competitors share the idea of their customer wanting to embrace individuality with competitors such as COLLUSION, All Saints and Mennace. Similar to Mennace also, a typical customer of the brand has a strong interest in travel. All of the competitors sell casual clothing ranging from t-shirts and tracksuits to sweatshirts and jeans. The brand offers casualwear also, with a focus on producing t-shirts, sweatshirts and hoodies. The brand has strong influence from streetwear as does Crooks and Castles and Mnml. Like Topman and Mennace, Villains and Vengeance currently only target their products at the male consumer. Therefore there is an opportunity for the brand to associate more with competitors such as COLLUSION by extending their target audience with introducing unisex collections. Price points for Villains and Vengeance products are roughly identical to Crooks and Castles and Mennace. Compared to Villains and Vengeance, All Saints product pricing is double the amount for similar products of Villains and Vengeance. For example, All Saints sells a text logo hoodie for £85 compared to the brand’s price point of £42. At the other end of the scale Topman and COLLUSION have a more affordable price point to Villains and Vengeance, with COLLUSION selling logo t-shirts at £6 and Topman selling plain t-shirts at £7. The pricing of the brand and their competitors reflect the idea of producing quality garments and accessories. Villains and Vengeance sells online only as does Crooks and Castles, COLLUSION, Mennace and MNML. There is opportunity for Villains and Vengeance to combine their means of selling, similar to Urban Outfitters, All Saints and Topman, by building a bricks-and-mortar presence with physical stores.
2.11
PLACE With the current position of Villains & Vengeance, they only distribute through digital platforms; an ecommerce website and ASOS marketplace. This reduces the brand’s exposure to new customers, as they would most likely have to be digitally-literate to find Villains and Vengeance or ‘in the know’ to be searching for the brand. As a result, this creates a lack of access between the brand and their consumers. Customers can also access the brand through their social media channels such as Instagram and Facebook, although they have a weak presence which virtually makes them unknown to new consumers. PRICE Currently the brand prices their products in the middle price bracket which is suited to the target consumer’s disposable income. A hoodie is typically £40-48, a sweatshirt is £30-38, a t-shirt is £22-28, a hat is £16, and bags are £18 and £28. However, these prices increase on ASOS Marketplace due to ASOS taking part of the sale money. PROMOTION Currently, the marketing and promotion of the brand is minimal. The social media platforms have a low presence (see ‘Social Media Analysis’ for more). However, the brand does have a YouTube channel which could be beneficial for promotion as this could be used to create hype around product drops. Creating media such as, behind the scene videos. The demographic is Millennials and Gen Z, therefore social media has massive role in the promotion of the brand as they are reliant on this and technology. PRODUCT Villains and Vengeance focuses on having screen printed designs on basic clothing items. This includes hoodies, sweatshirts, t-shirts, hats and bags all typically in limited colour as it mainly being black, navy or white. The products are promoted for men; however, they could be easily become unisex and expand the brand’s consumer. Consumers can purchase these products on ASOS Marketplace or directly from the brand’s website.
NAME The name ‘Villains and Vengeance’ is inspired by the brand ‘Crooks and Castles’. The client likes the alliteration and the juxtaposition. The words also relate to events in the clients past and therefore this is something the client would be unwilling to change. However, the name is long making it not very catchy. To overcome this, it could be shortened to ‘V&V’, which is something PrettyLittleThing (PLT) does and has been successful with both names being identified with the brand. COLOUR The client says, ‘We like to keep the colours quite neutral and we like to keep it quite minimal.’ This is the client’s preference so therefore is something that needs to be kept in mind. However, the brand does need some element of colour which reflects its identity. A red would represent name and work really well with this concept.
GRAPHICS Graphics can bring a brand to a consumer’s attention. An interactive element to the logo could be incorporated. This could be something linking to the theme line and the concept. LOGO The client says the brand has two logos, “They’re both text but we kind of class one as a symbol and the other one as a text logo. So, the one that has ‘Birmingham, England’ underneath it, that’s our text logo.” Due to the main logo being text dominated, there is not a need for there to be another text logo. If there was going to be anything changed about the logo it would be based on reflecting the shortening of the brand name to ‘V&V’. Alterations of the typeface and visuals based around the logo will be experimented with, however there are no key issues with the logo, and this is not a majorly important factor for this rebrand. PRODUCTS The products that the brand sells are casual streetwear with travel-based prints. This reflects the overall concept on the brand, and this is strong, therefore this is something that will remain in the brand identity.
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AESTHETIC BOARD
BRAND IDENTITY 3.1
THEME LINE A catchy theme line allows a sub theme to be developed, therefore helping the brand come to life. This is something Villains and Vengeance needs. It should relate to the brand’s link to travel and/or enhance its mission to be a human company. This could then be developed into a hashtag to be used on social media.
3.2
ENCOURAGING ENGAGEMENT
BRAND LOYALTY
3.3
Whilst continuing to focus on their top customers, Villains & Vengeance need to ensure that they provide a positive customer experience, by consistently delivering good products and service. This could be achieved by under promising and over delivering, which would also construct a positive brand image and enhance the customer experience. Also, customers are looking to identify with Villains & Vengeance’s mission and core values, such as providing an experience to the customer. Therefore, they need to focus on what they do best, so that the customer can associate and as a result, attach to the brand.
Villains & Vengeance’s USP is about experience, with a focus on the people. The brand should create a sense of belonging and community with their customers in order to encourage engagement. They should enhance their USP by connecting with the consumer on a deeper level. To further encourage consumer engagement, they could consider holding small events for collection launches, as well as social nights where like-minded customers can share their interests. This creates a greater sense of community, whilst adding value to the brand. It will also make Villains & Vengeance a talking point, through word of mouth. Whilst utilising their social media platforms to post product content, Villains & Vengeance should also consider creating more teaser content to post on their platforms to engage their existing customers, whilst creating brand exposure to target new customers. This will help the brand to gain a bigger engaged audience.
POINT OF SALE 3.5
Villains and Vengeance operates through their website alone, which is powered by an ecommerce software, Shopify. This online point-of-sale is essential for Villains and Vengeance to reach their current target consumer as 86% of men aged 16-24 are online shoppers (Mintel, Oct 2019). There is opportunity for the brand to expand their point-of-sales in order to maximise their sales by introducing a bricks-and-mortar as 94% of men aged 16-24 are in-store shoppers. With the proposal to launch a unisex collection, the use of bricks-and-mortar would further attract the attention of women as 94% of females are in-store shoppers also (Mintel, Oct 2019). As Villains and Vengeance only operates online currently, they are most likely to have a basic Shopify plan that just meets their e-commerce needs. If Villains and Vengeance were to launch a physical presence on the high-street, they should upgrade their Shopify plan so that they can operate in a bricks-and-mortar environment. This would be valuable to the brand, as they will get additional features including gift cards, smart inventory management and retail sales reports. Using an iPad or Android device to process and complete transactions is a cost-effective solution for the brand when operating in-store, as existing tablets can be used with the software. Online and in-store both benefit Villains and Vengeance in one way or another. An online point-of-sale offers easier access between the brand and the customer as they are just a click away and are able to read product reviews also. Customers can also try clothes on in the comfort of their home. On the other hand, in-store can be considered to be a more effective point-of-sale as customers can see products in-person, therefore it is easier to see the quality of the clothing, as well as product sizing that Villains and Vengeance offers (Mintel, Oct 2018).
BRICKS-AND-MORTAR
Within the textile and fashion industry, it is recorded that 82.8% of sales continue to be made instore, therefore only 17.2% sales are conducted online (ONS, August 2018). This identifies that Villains & Vengeance would benefit from introducing a bricks-and-mortar presence to the brand, which would further enhance their brand mission to be a human company also. To launch their physical presence, Villains and Vengeance should introduce a pop-up store in Birmingham located near the Bullring. This is a prime location for the brand to initially gain exposure, as the shopping centre attracts an average weekly footfall of 750,000 (Hammerson). Both permanent and mobile pop-up stores were considered.
3.6
however it is believed to be in the brand’s best interest that they have a mobile store. The retail space would be in a renovated shipping container which would be fitting for the Villains and Vengeance as it has a link with travel. Using a pop-up store that is mobile allows the brand to travel around the country, which would give Villains and Vengeance the opportunity to see how their products sell according to different locations. It also acts as a means of promotion to build brand awareness around the country. The overall brand aesthetic is minimal with a black, white and deep red colour palette, which will be channelled through the store design. Due to the restricted space that a shipping container offers, it is unrealistic to have a fitting room space. Therefore the brand should implement technology within the retail space with the use of an interactive touch-screen mirror. This would allow the consumer to view the product on themselves, without the hassle of physically changing if they were in a fitting room. This also creates a unique customer experience.
PACKAGING DESIGN 3.7
The brand identity extends through to the packaging; therefore, the original, plain, unbranded packaging is not suitable. Consumers are becoming more sustainability aware which means that their buying behaviours will change accordingly to this (Mintel, 2019). Instead of unsustainable plastic bags the packaging is now a recycled cardboard box. This not only gives the brand a higher quality feel but also prevents the clothing items from creasing. The red stripe is perforated seal that opens the package when torn. Inside, there is tissue paper that’s wrapped around the clothing with the logo repeatedly printed on it and a logo sticker to keep it together. The handwritten note remains and is enclosed within the package.
The brand currently trades online via the website and ASOS Marketplace, however introducing a bricks and mortar store would enhance the brand’s vision of being a human company. When purchases are made in store, paper shopping bags can be used by customers. The shopping bags match the packaging for the online orders and therefore reflect the brand’s identity.
PRODUCT DROPS
3.8
When launching Villains & Vengeance’s debut unisex collection, there should be a focus on creating hype for the launch. Hype is a set of activities put in motion before the actual appearance of a new product (Rath et al. 2015). Villains & Vengeance needs to build a sense of urgency for their products, as this will encourage consumers to act quickly (Ray). Using keywords such as “limited” and “debut collection” within the promotional materials will also convey an idea to consumers that they need to have Villains & Vengeance in their wardrobe. Villains & Vengeance should aim to overload the market with advertising (Ray) through the use of campaign content, email marketing and content marketing. This will strengthen the brand’s presence in the public eye as a result and will form a talking point, therefore creating word-of-mouth hype. Not only would this contribute to an effective collection launch, but it would also position Villains & Vengeance better in the public eye as it will increase consumer engagement. Content should be created with a sense of storytelling within the collection’s concept. This creates authenticity which consumers will buy into. This can be curated through promotional materials, particularly through the campaign photography, which is considered a powerful tool of promotion (Cohen, 2019). This will contribute to the success of
achieving key marketing goals, by making the brand a talking-point and encouraging engagement with new and existing consumers. Villains & Vengeance need to capture their audience using particular digital platforms. According to Mintel, the majority of Gen Z and Millennials use YouTube, Instagram and Facebook (Dover, Mintel 2019). There are various ways that Villains & Vengeance can utilise these platforms. In the leadup to the collection launch, the brand should produce YouTube content such as a “sneak peek” look book showcasing the collection, alongside teaser content that creates a buzz. Instagram is vital for the launch of the debut unisex collection, as 500 million users are scrolling through their Instagram timelines every day for inspiration (Jager, 2017). Instagram is an ideal platform to create countdown content in order to boost consumer engagement and build anticipation (Hooker, 2015). The countdown should start 3 weeks ahead of the launch and a weekly countdown post should be considered. In the final week prior to the launch, the brand e should create countdown content for every day leading up to the launch as this aims to increase consumer interaction and further build consumer anticipation. Instagram features such as location-based tagging, videos and Instagram stories should be used to further increase the hype.
#ontherun As Villains & Vengeance solely sells menswear, there is an opportunity for the brand to launch a unisex collection. This has created the foundations of the campaign, and therefore our focus is promoting a Villains & Vengeance debut unisex collection. The advertising campaign is called ontherun with the famous crime duo, Bonnie & Clyde, as the inspiration behind the concept. There is a strong connection with travel and transport within the campaign, which is portrayed using outdoor locations instead of a studio setting.
3.13 FINAL IMAGES
SOCIAL MEDIA PRESENCE 3.12
INSTAGRAM After conducting a survey where 100 people participated we gathered that instagram is the most used social media platform for fashion inspiration. At present the Instagram page that Villains & Vengeance have isn’t at the best it could be, as of 5th November 2019 they currently have 162 followers. In our interview with the client, they told us they had recently restarted the instagram page in September of this year, prior to having “lost love” for their previous Instagram page, which they told us had a relatively big following they had gained since starting it in 2012. Having recently signed on to a new marketing agency they decided to completely restart the instagram page from scratch and start again with a whole new relaunch of the brand, and vision going forward. The new Instagram page is tailored to fit the current audience of the brand however after analysing the Instagram we found a few points that could be improved on. We found the pictures that were being uploaded didn’t flow well together, some photos which were of the clothing from shoots worked well however they also uploaded random photos of a glass of whiskey, or interior design photos. After analysing we decided that to make the Instagram look more interesting and flow better, they could upload in groups of 3, to coincide with the layout of instagram. We suggested they could upload 3 different photographs of the same product, and then the next 3 photographs could be related to travel or lifestyle ideas for the target consumer of the brand. We also suggested that they continue to post regularly, after looking at some of their competitors instagrams and came to a decision that they should post daily, sometimes even multiple times a day in order to keep the consumers engaged. We also found that the brand didn’t have any Instagram highlights on their page, however they sometimes upload instagram stories with relevant information and launch drops. This would be good to keep on their page in highlights for different stories they upload. For example, they could create a ‘launch’ highlights, as well as ‘ campaigns’, ‘travel’ and ‘lifestyle’. This would be good for when
someone first follows the page so that they can look at the different campaigns and events that the brand has. We noticed that Villains and Vengeance upload a story allowing the consumer to ask the brand questions, we thought this was a really effective and easy way to connect and engage the consumer and allow them to have a ‘behind the scenes’ insight on what the brand is up to and ask questions that they really want to know. FACEBOOK The facebook page for Villains & Vengeance is the most followed social media platform, with a following of 3.7k. We thought the page works well as they frequently upload photographs of the clothing, the same photos from the instagram. When you visit the page it is clear to see what the brand sells and what they are about, it includes a short paragraph describing the brand. It also includes links to shop for the products, directing the customer straight to the website so it is a good way of getting people to visit the website and see the other products available. The facebook page would be a good place to advertise launches and events, such as pop up stores, to get their audience involved so people can state if they are going to the event and interact with others attending. Overall the facebook page is good however could be utilised more to convey information.
there isn’t much to see. They could really use the youtube to showcase some behind the scenes videos and promotional material, as research shows people engage well with video content. Alex Sangwin, the director of Villains & Vengeance, also has a youtube channel with slightly more subscribers, he currently has 38 subscribers. He uploads a lot more and he includes behind the scenes and also uploads videos of him talking about the brand, he also shows some parts of the screen printing process. The videos uploaded aren’t great quality as they seem to be have filmed on a phone, the company should invest in this properly and use filming cameras to show actual behind the scenes footage as we feel this would engage the consumer more.
INFLUENCERS To support the brand’s promotion and advertising we looked into whether or not Villains & Vengeance should use influencers. From the survey we conducted, we asked if people are more likely to wear something that has been worn/photographed by an influencer/celebrity. 63%of men asked said they are not likely to wear something if an influencer has worn it, and 58% of women said the same. We concluded that our brand should not use an influencer to promote their products. YOUTUBE Villains & Vengeance current youtube channel has only 4 subscribers, with only 1 video posted 3 months ago. The video only currently has 9 views and it is a 5 second campaign video, the video being short means
Instagram Mock Up
WEBSITE
Villains & Vengeance website is important as they are an online brand so their website needs to be engaging for consumers. As of march 2019, 61% of menswear buyers had shopped for clothing in the last year, as well as male clothing consumers being more likely than women clothing consumers to shop online, the reason being cheaper prices and fast delivery (Mintel, March 2019). On their current website Villains & Vengeance offer free delivery on all UK orders, this is a good thing to offer to consumers as it encourages them to order from the website. 72% of menswear buyers say discounts enable them to buy clothing they otherwise wouldn’t be able to afford (Mintel, March 2019), therefore it could be a good idea for Villains & Vengeance to occasionally offer discounts on some of their clothing as the age demographic they appeal to might not necessarily have a high income. When designing the website mockup, I wanted it to be recognisable as Villains & Vengeance, but I wanted the main focus to be our campaign shoot and promoting the campaign. I used our photos from the shoot for the section where you buy the clothing however I think including ecommerce shots would be good as it will show the consumer what the clothing looks like on. I also included a section which shows some of the campaign images and includes the campaign hashtag and Villains & Vengeance instagram page for consumers to engage with the brand on instagram.
BRAND COLLABORATION
3.14
Brand collaborations can be an effective way to reach a wider audience. Two collaborations have been formed based on brands that share similar values to Villains & Vengeance, and that also enhance the interests of a typical Villains & Vengeance customer. The first collaboration for Villains & Vengeance could be with The Whiskey Shop, which is the largest specialist retailer of whiskey in the UK. This would be a fitting collaboration for Villains & Vengeance as The Whiskey Shop aims to build long term relationships with all of their customers, similar to Villains & Vengeance having people at the forefront of everything that they do. When preparing online orders and completing customer transactions in-store, Villains & Vengeance could include leaflets with discount codes and drink offers from The Whiskey Shop. Villains & Vengeance could also offer drink selections provided by The Whiskey Shop if they were to hold events for their customers. The second collaboration for Villains & Vengeance could be with a leather goods and accessory brand, Northwind Supply. This is thought to be a suitable collaboration as Northwind Supply produce quality custom products on demand, similar to Villains & Vengeance who screen-print their products in-house. They both share a similar idea and belief of “craft behind the graft�. Northwind Supply create products such as card holders and passport covers which seem fitting for a Villains & Vengeance customer who likes to travel. Not only would this collaboration expand the Villains & Vengeance product range by offering a wider variety of goods, but it could also open an opportunity for Villains & Vengeance and Northwind Supply to consider a product collection collaboration. This would benefit both brands on an international scale as Northwind Supply are based in Minnesota, Nebraska. This creates greater brand awareness for Villains & Vengeance, which as a result creates greater consumer engagement also.
3.15 ADVERTISING
MAGAZINE FEATURES
Style and Fused are both Birmingham based magazines disturbed throughout the UK, however both can be accessed internationally online. This would provide Villains and Vengeance with a local, national and international reach if the edit was to be published. Both magazines have fashion chapters, however Fused has a travel chapter which would link in with the brand’s concept. Therefore, the brand could branch out in this area by doing its own travel features. Initially, in each magazine there would be a feature on the new ‘On the Run’ campaign. Various products from the brand’s collections would be showcased in these features, as shown on the right.
3.16
We contacted the client on 6th November regarding clothing for the shoot, we agreed on sizing and the address for the clothes to be sent to. After not hearing from the client or receiving any clothing from the brand we contacted the client again on 14th November asking for an update on the clothing, however we did not receive a reply. As it had been a few days since sending the message and we were limited on time, we decided to order the clothing on asos marketplace, meaning we could do the shoot as soon as possible. We received a message from the client on 19th November explaining that due to them moving their production to the UK they hadn’t had chance to send any clothes out, but would send them to us as soon as they could. We then received the clothing on 28th November, however we hadn’t received all clothing we had wished to receive, with the client only sending 5 t-shirts and 1 hoodie. Although this was a slight inconvenience to what we had planned for the shoot, we had planned the styling for each location we had wanted to use, we managed to still complete the shoot to the best of our ability. Overall we were very pleased with how the shoot turned out. We think it showcased our campaign idea very well, showing that the clothing can be worn as unisex. We also achieved the theme of travel throughout the shoot, which is the main thing we wanted to be prominent throughout the campaign.
CONCLUSION
SHOOT REFLECTION
3.17
On Friday 29th November we conducted a photoshoot for our Villains & Vengeance #ontherun campaign. We originally hoped to do the photoshoot earlier, however the clothing took a while to arrive to us. As we were doing a location photoshoot we also had to take into consideration the weather, we had planned to do the photoshoot won Wednesday 27th November, however due to rain we had to push the date back to the 29th.
3.18
Villains and Vengeance has expanded its target consumer into females by developing its range into unisex. The range and hand screen printing of products remains the same, however it is promoted through a new advertising campaign; ‘ontherun’. This focuses on the brands niche concept of travel, alongside being inspired by the famous duo Bonnie and Clyde. In addition to products being sold directly from the website and ASOS Marketplace, a bricks and mortar store is a new point of purchase that has been brought in. Alongside this, new eye-catching packaging for both online and store has been developed that reflects the new colour palette as part of the brand identity. Product drops and social media posts will become more regular to keep up with consumer demand. The brand’s YouTube has been reactivated showing behind the scenes elements of the brand. The website has had a complete make over, strongly reflecting the brand’s identity and promoting the new campaign. It is also easier to use for the consumer. In addition to social media campaigns, the brand is promoted on various billboards across the country and in local Magazines such as Style Birmingham and Fused. In conclusion, the core elements of Villains and Vengeance remain with changes being made for the benefit of the brand’s consumer engagement.
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