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STR ANG ER
Swop Shop
Stranger Magazine Marketing Report / Chloe Hannah
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B R A N D
I N T R O D U C T I O N
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S I T U A T I O N
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B R A N D
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C O N S U M E R
12 - 13
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14 - 15
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APPENDICES & BIBLIOGRAPHY
B R A N D
Stranger Magazine is a lifestyle and apparel swapping platform aimed towards adolescent girls. The UK based magazine is distant from typical magazine structure, it provides a relatable, positive and engaging online retreat from the day-to-day pressures of being a teen, sharing personal experiences and addressing issues teenagers face currently with a contemporary narrative.
Catering to the audience’s desires revealed from a primary research survey suggests a gap in the market for a low market fashion exchange platform. The gap is a result of needs to expand the wardrobe without a considerable price tag. The audiences age range will vary based on the alignment of similar attitude, personality, maturity, interests and value traits of the consumer.
The overall aim of this assignment is to design a magazine that differs from others currently on the market. Its purpose is to carry an original idea forward based on research to create a solution that will benefit a young demographic, as well as enlightening young people about ethical consumption and changing perceptions of the fast fashion in industry. The objectives are to create a space where experiences are shared to connect with an audience, bring something new to the standard magazine structure and to outline the components, process and application of factors needed to produce a magazine.
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I N T R O D U C T I O N
The site is based on experiences of the creator, friends and family regarding issues and expectations within the adolescent world. The values and ethos of the brand intertwines with reader’s values relating and connecting with them. Its content allows reflection of experiences of the reader as well as insight into the writer’s personal life. Content is updated with new articles, interviews, and tutorials added to the site throughout the week, issues are released monthly.
H C R A E S E R Y R
Sources from a primary research survey revealed what teenage girls want to see in magazines. The survey gave an insight into the girls lives and expectancies, currently they’re aiming and achieving high, valuing themselves, realising potential plus taking time to organise themselves and their work accordingly. This observation of a mature lifestyle and attitude development, this demographic proves attitudes are changing regarding education and everyday life.
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“Yes, I do feel pressured into dressing a certain way at this age, everyone is walking around in expensive clothing. I wonder if others know that not everyone can afford these brands of clothing. I do feel self conscious that other teens will judge".
“Being individual and finding the borderline between being fashionable, being modern and mainstream, the “before it was cool” complex. If people continue to wear and buy the same things as everyone else, it looses its uniqueness and it somewhat kills the essence of why it was fashionable. Peoples fashion style should differ based on who they are, not on what is popular, it helps judge someone’s character”.
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Do you feel like magazines create an expectation that girls your age are expected to conform by?
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What’s the hardest thing to deal with during your teens?
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If you could change anything about magazines aimed at girls your age, what would it be? “I guess it would be their perception of girls my age and the generalisation of everyone in this age group. Many magazines assume everyone wants to wear the same thing and create the idea that if they don’t then they don’t fit in. Magazines should encourage teenagers to be different, unique and not but like everyone else wearing the same trend. I understand if it’s in fashion currently but they should promote diverse ranges at one time or encourage different ways to define your own style". Sophie
Do you think the market price range for teenagers is overpriced? “Brands, make up, band ticket websites target teens a lot but we don’t have an income yet we are expected to afford it without sponging off dad. It would be great if these companies took that into account when it comes to their pricing”. Melody
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S I T U A T I O N I N D U S T R Y
Political The distribution of items from the Swap Shop section will be run on user’s subscription of £15.00 will cover postage. Once two users have confirmed a swap a postage bag will be send to the opposing address of the users. Once the bags and stickers have been received the users must post their item with a stamp to deliver it to their swappers address. This distribution method will take place in the UK.
Economic Current prices of domain names will be paid annually to keep the magazine available to access. A factor effecting the Swap Shop exchange are the current postage prices in the UK.
Experie nce
M a r k e t environment
View the magazine is free globally, to engage in the Swap Shop exchange component there is a subscription fee of ÂŁ15.00 per annum for the Swap Shop service.
The market segment is the shared characteristic of magazines aiming and appealing to a young demographic. Stranger brings a new approach to understanding the needs, lifestyles and personality of the consumer therefore solving the underlying issue of lack of disposable income available to adolescents. The website introduces an alternative platform for clothing exchange. This characteristic caters to the consumers needs providing a solution to the drawback. This component differentiates the magazine from others alike by encouraging slow consumption as well as resourcefulness within the teen market. It is an entry-level product therefore the market level is low priced and affordable for customers.
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Social Being online effects society by encouraging virtual reading rather than physically reading, therefore interacting ‘The subscription model is changing online causes viewers to spend more consumers’ approach to ownership time on the internet. – for younger shoppers in particular, attitudes towards owning things are ‘Social media has continued to become changing, and a significant number say more visual with pictures and video they are interested in renting clothes becoming more important. Networks and other products from high street are starting to provide consumer with brands’. - https://www2.deloitte.com/ ways to buy directly on social channels, uk/en/pages/consumer-business/articles/ integrating commerce in a much more retail-trends-2016.html successful way.’ - www2.deloitte.com/uk/ en/pages/consumer-business/ar ticles/ This developing lifestyle trend for the retail-trends-2016.html young demographic will impact the magazine in a positive way due to this Social media will be an important factor change in consumer behaviour, young advertising the site and generating a consumers are becoming interested in base. renting or wanting inexpensive clothes.
Technological Users will need to provide information of their e-mail address and delivery address when engaging with the Swap Shop. The need for this information, processing and confirmation of swapping data management will be gathered, for distribution purposes. ‘Crowdsourcing is helping to make delivery cheaper providing new services that tap into a freelance workforce or make use of journeys consumers are already making. Retailers are offering ever-quicker deliveries – as little as an hour for many.’ - https://www2.deloitte. com/uk/en/pages/consumer-business/ articles/retail-trends-2016.html This applies to the postage and delivery service utilising cost effective cheaper rates.
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Essence Online magazine focusing on a young demographics lifestyle as well as providing a clothes swapping service.
Va l u e s Provides entertainment specifically catered for audience’s lifestyle and content interests. It vows to stay away from mainstream structure, promises to provide entertainment specifically focused on audience’s interests while spreading a positive message even in difficult situations, using correct tone when addressing sensitive subjects.
Action This magazine provides the audience with small articles for short attention spans, with an informal tone set throughout the site. It encourages personal unique style as well as keeping price points low.
Personality Brand personality has a combination of young, fun, considerate, practical, upfront, open and reassuring qualities.
Attributes
Strangers brand attributes are appealing, empowering, unique, innovative, sustainable and affordable.
Unique value A swapping service that provides an unlimited amount of garments available to swap, allowing a potential new wardrobe from previously owned merchandise. It promotes sustainable fashion and individuality through attire.
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Strengths A unique clothes swapping platform that differentiates itself from opposing magazines and websites. Being based online reaches a wider audience and content is available to the masses. Magazine content is regularly posted as well as a consistent flow of new items being added on the Swap Shop. Content relating to consumer catering to the gap in the market for affordable shopping while consuming ethically and sustainably. Inside knowledge of target markets wants from primary research.
We a k n e s s e s Targeting an impressionable young audience means being cautious about what content is discussed.
Promotes empowerment among young individuals, body positivity, slow fashion, sustainability and eco friendly solutions.
The magazine is niche; therefore, it doesn't appeal to everyone. Some consumers wouldn't feel comfortable with previously owned clothes.
Oppor tunities
Distribution of clothing will not apply outside of the UK.
Demand for affordable ethical fashion; the rise of ethical consumption has grown due to environmental issues the planet is facing. The growing trend of subscriptions over owning is an advantage for the swapping platform, appealing to a young demographic.
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Threats Launching a magazine into the market will face overpowering competition, as well as needing to generate a base. Consumer attention is split between popular brands, usually towards well known brands.
Amelia is an 18-year-old girl living in Bristol, currently in college studying graphic design as well as working on weekends as a waitress earning ÂŁ2,000 per annum. She balances her workload and job well, also known for having an intelligent and outgoing personality while emitting a casual, basic, 90s inspired aesthetic sticking to a neutral colour palate with some statement, vibrant pieces in her wardrobe.
She is interested in creative subjects and listens to an array of music genres. Valuing personal style over trend is a trait which adds to her individuality. She is inspired by her nature, fashion culture, photography, astrology, books, films, artists and her friends. She emits a mature attitude for her age but expresses a young, exciting and interesting personality with quirks. She appears open, individual and lucid in encounters, judging her character as down to earth, spontaneous, supportive and has a positive outlook. Occasionally she attends activist protests for enjoyment and fulfilment. Her conscious consumer behaviour reveals she’s particular about how and what her money is spent on. This individual wears brands including a mixture of basics and modern classics from H&M conscious collection, American apparel and vintage stores. Her lifestyle consists of meeting up with friends, interacting with them through social media and being online regularly, reading fashion lifestyle magazines such as Dazed, Wonderland and Garage, attending music events in the area, trying new food and taking in culture of placed visited. She likes to explore and indulge in culture, enjoys eating healthy food.
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Product An online lifestyle magazine that provides a relatable, positive and empowering online retreat from the day-to-day pressures of teen life, with a contemporary narrative discussing real issues surrounding growing up.The magazine brings innovation to the market by adding a swapping platform in magazine format. Its purpose is to provide an alternative to spending with limited allowance, yet fulfils the desire to shop regularly. This content promotes ethical consumption and slow fashion, by encouraging buying classic investment pieces for quality and longevity, reducing damage to the environment and supporting a fair, ethical slow production system. The site is simple to navigate around teamed with a minimal aesthetic and layout.
As the magazine is online the price of domain name strangermagazie. co.uk is an estimated ÂŁ6 price per annum. Consumers must have a subscription of ÂŁ15.00 per annum (to cover postal service costs) to access in the Swap Shop feature.
Place Stranger Magazine is based online reaching a worldwide audience, the Swap Shop application will be UK only initially to avoid worldwide shipping.
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Promotion To launch a new digital magazine in the market a promotional strategy is needed to generate attention to the site. Firstly, promoting the site through social media in preparation to the launch creates an online presence and community. With a direct link on socials, this directs traffic to the site.
Process The process the consumer encounters when first accessing the site will be the homepage, where links to pages from home, about, issues, articles, tutorials to Swap Shop are displayed. In order to make exchanges the user must select Swap Shop to log in; providing their delivery and e-mail address. Once logged in they upload photos of items they wish to swap, fill in garment details and indicate the price category they are willing to accept. Successful swappers will be e-mailed to confirm their order, then delivery bags and address stickers are sent to relative addresses.
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A N A L Y S I S C O M P E T I T O R
Based on many factors Stranger’s strongest competitor is popular online magazine Rookie; it too focuses on subjects impacting the lives of teens. Rookie presents areas of interest regarding fashion, pop culture music, photography, feminism, promoting designer’s collections to social issues. With regular contributions from their teenage following as well as featuring guest contributors, Rookie likes to communicate directly with their substantial following. A collective of articles, interviews, editorials, DIY tutorials, stickers and pintables combined with graphical and illustrative themes capture viewers. The website emits a distinct and recognisable aesthetic appealing to their target audience therefore catering for their common interests in a kitsch, contemporary design. ‘From photography to personal essays to awesome playlists, Rookie is definitely the reigning queen of cool, alternative online magazines for teen girls. Rookie is also based online aimed at a teenage audience.’ - http://www.gurl.com/2014/07/18/coolonline-magazines-independent-zines-for-teen-girls/ It stands as a main competitor due to related brand values, personality and message. Promoting empowerment for teenage girls and providing a safe heaven for discussion. Editor Tavi has stated that its purpose is not to ‘extract pocket money’ or ‘fit the mould’ fashion wise. In terms of popularity, the magazine is a moderately popular site and one of the most popular publications for the online medium of its nature. It is one of the top competitors for similar magazines, its popularity is subsequently due to its unique selling point understanding the consumer, creating connection which has proved successful.
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Strengths Run by a teenage blogger, due to her age she has a better understanding of audiences concerns being in that position herself. Visually pleasing with a strong appeal to their audience’s taste. Promotes body positivity for girls along with covering race, age, and class authenticity.
Oppor tunities Selling to clothing and lifestyle stores is a great platform to expand your market and increase the publicity, image and reputation of the brand. Clothing stores with gift, home and lifestyle sections in store such as Urban Outfitters, Topshop, Forever 21, book shops and exhibitions are all potential spaces to sell.
Collaborative articles with celebrities of similar age range such as Willow Smith, Hosting several events in cities across Lorde and Emma Watson drives their the US ranging from zine-making website activity following this strategy of workshops, reading and signings to celebrity advertising. dance parties are actively promoting the brands philosophy. Events across The exclusivity of annual yearbooks countries in future would reach out to creates a desire for print, however global markets. having an online version filters towards their market by being online. Converting Further collaborations with young content to physical form, yearbooks celebrities with reach to a wider increase sales due to demand for printed audience and increase attention and additions. custom from social media coverage.
We a k n e s s e s
Threats
Yearbooks could be viewed as a weakness due to their annual release, high demand for physical products rather than just being an online presence is likely within their market.
Many publications targeting this market cover similar themes and play on similar aesthetics due to past success in attracting their target market in this approachable way, making competition fierce.
Being a niche brand comes with not being of interest to all, and meeting the consumer’s tastes will not appeal to everyone.
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Clothing stores with gift, home and lifestyle sections in store are affecting customer’s decision to purchase due to the array of products available.
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Overall, the magazine’s upfront approach to publishing raw and explicit content, that caters to the age group’s interests and evolving nature, combined with a strong message for cautious considerate consumption is a positive influence. This is interpreted in a way that appeals to the teen market. The sites Swap Shop has potential to expand in Europe, Australia, and states in the US if successful in the UK where swapping and distribution in key areas will take place.
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Dancing friends http://www.itsnicethat.com/articles/laura-callaghan-riposte-3
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Mirror https://www.instagram.com/p/BKe21pOjN48/ Bedroom illustration http://krxs10.tumblr.com/post/137879876339 Leaf print https://uk.pinterest.com pin/163255555217719864/ Post graph http://www.postoffice.co.uk/mail/uk-standard
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Chloe Hsnnah brand onion Chloe Hannah positioning map
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Girls desk illustration https://uk.pinterest.com pin/546272629786439715/ Dungarees http://weheartit.com/entry/181133022/via/SofiLoera Marble keyboard https://uk.pinterest.com/pin/546272629786479400/
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Statue Installation http://www.standardhotels.com/culture/5-personal-motivationalposters-from-artist-adi-goodrich Chloe Hannah consumer moodboard https://s-media-cache-ak0.pinimg.com/ originals/c1/de/bf/c1debfd386a9efbca792ad3e35a6778f.jpg Muse portrait http://nudityandflowers.tumblr.com/image/135352535456
AA advert http://domoa.tumblr.com/post/77817249628/americanapparel-an-old-adfrom-january-2007
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Phone https://uk.pinterest.com/pin/319544536044043423/
Shoes http://cekin.pl/nowe-trendy/powrot-kultowych-platform-2815 Dazed mag http://www.fashiongonerogue.com/tinashe-dazed-2015-cover-role-model/ Wonderland mag http://www.wonderlandmagazine.com/2014/09/the-mean-girls-issue/ Laptop http://wheretoget.it/explore/laptop
Noodles, water bottle & sweets http://handsomefrank.com/illustrators/andrew-joyce/
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Wave outfit https://uk.pinterest.com/pin/546272629786438841/
12 - 13 Chloe Hannah swap shop homepage Chloe Hannah branding packaging
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Chloe Hannah swap shop details dress Chloe Hannah swap shop details jacket
14 - 15 Girls bedroom http://suckeyangel.tumblr.com/post/133085509775
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Texting in the bathroom https://uk.pinterest.com/pin/546272629786412268/ Lollipop https://www.bloglovin.com/blogs/rookie-2931253/collage-kit-4742828489 Rookie yearbook spread http://cmbmc-store.com/?pid=67271521
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& B I B L I O G R A P H Y A P P E N D I C E S
Appendices Deloitte, 2016. Retail Trends 2016 | Deloitte UK. [online] Deloitte United Kingdom. Available from: https://www2.deloitte.com/uk/en/pages/consumer-business/articles/ retail-trends-2016.html [Accessed 11 Nov. 2016]. UNISON, 2016. Technological factors - Use of PEST analysis at UNISON - UNISON | UNISON case studies, videos, social media and information | Business Case Studies. [online] Businesscasestudies.co.uk. Available from: http://businesscasestudies.co.uk/ unison/use-of-pest-analysis-at-unison/technological-factors.html#ixzz4Q7U68nRf [Accessed 10 Nov. 2016]. Bibliography Anon, 2016. International Retail Marketing. [online] Google Books. Available from: https://books.google.co.uk/books?hl=en&lr=&id=Lwg4nacEDPEC&oi=fnd&pg=PA1 41&dq=ethical+consumerism+fashion+uk&ots=yAeslgBfJx&sig=XEnRhYm8AjZUs1 iCRu0nGI4xblg#v=onepage&q=ethical%20consumerism%20fashion%20uk&f=false [Accessed 18 Oct. 2016]. Anon, 2016. The Best Alternative Fashion Magazines | Highsnobiety. [online] Highsnobiety. Available from: http://www.highsnobiety.com/2016/02/17/best-alternativefashion-magazines/ [Accessed 2 Sep. 2016]. Deloitte, 2016. Retail Trends 2016 | Deloitte UK. [online] Deloitte United Kingdom. Available from: https://www2.deloitte.com/uk/en/pages/consumer-business/articles/ retail-trends-2016.html [Accessed 11 Nov. 2016]. Stine Fantoft Berg, 2016. Insider: Polyester Zine - STACK magazines. [online] STACK magazines. Available from: http://www.stackmagazines.com/style-fashion/insiderpolyester-zine/ [Accessed 4 Nov. 2016]. Ione Gamble, 2016. Polyester Magazine - Have Faith in Your Own Bad Taste. [online] Polyester Magazine. Available from: http://polyesterzine.com [Accessed 4 Nov. 2016]. Of, B. and Of, B., 2016. Ballad Of’s Little Pick Me Up. [online] Ballad Of. Available from: http://www.balladof.bigcartel.com/product/ballad-of-s-my-little-pick-me-up [Accessed 8 Nov. 2016]. Posner, H., 2011. Marketing fashion. 1st ed. London: Laurence King Pub. Smith, R., 2015. Why a new wave of independent magazines are thriving. [online] Telegraph.co.uk. Available from: http://www.telegraph.co.uk/news/media/11478027/ Why-a-new-wave-of-independent-magazines-are-thriving.html [Accessed 2 Sep. 2016]. Jade Taylor, 2016. The Zines You Need To Read. [online] NYLON. Available from: http://www.nylon.com/articles/zine-queens-nylon-february-2016 [Accessed 8 Nov. 2016]. UNISON, 2016. Technological factors - Use of PEST analysis at UNISON - UNISON | UNISON case studies, videos, social media and information | Business Case Studies. [online] Businesscasestudies.co.uk. Available from: http://businesscasestudies.co.uk/ unison/use-of-pest-analysis-at-unison/technological-factors.html#ixzz4Q7U68nRf [Accessed 10 Nov. 2016]. Celia Wickham, 2016. FASHION // An Interview with Ione Gamble of Polyester Zine | Berlin Art Link. [online] Berlin Art Link. Available from: http://www.berlinartlink. com/2016/01/05/fashion-interview-with-ione-gamble-of-polyester-magazine/ [Accessed 6 Nov. 2016].
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Bronte Hogarth, 2015. 5 crazy facts from new fashion documentary ‘The True Cost’ | 1 Million Women. [online] 1millionwomen.com.au. Available from: http:// www.1millionwomen.com.au/blog/5-crazy-facts-new-fashion-documentary-true-cost/ [Accessed 19 Oct. 2016]. Bryony Moore, 2014. How ethical are high street clothes. [online] the Guardian. Available from: https://www.theguardian.com/sustainable-business/sustainable-fashionblog/how-ethical-high-street-clothes [Accessed 18 Oct. 2016]. Fi McAlpine, 2015. Five ways to eradicate slavery from your wardrobe.. [online] Mamamia. Available from: http://www.mamamia.com.au/unethical-fashion-brands [Accessed 19 Oct. 2016]. Marcus Dunk, 2016. Marcus Dunk, 2016. Blood, sweatshops and T-shirts: Why six teenagers will never buy cheap high street fashion again. [online] Mail Online. Available from: http://www. dailymail.co.uk/femail/article-1015642/Why-British-youngsters-buy-high-street-fashionvisiting-Indias-sweatshops.html#ixzz4Nky2cEyQ [Accessed 18 Oct. 2016].
WRAP, 2016. Valuing our clothes | WRAP UK. [online] Wrap.org.uk. Available from: http://www.wrap.org.uk/content/valuing-our-clothes [Accessed 15 Oct. 2016]. Zhai Yun Tan, 2016. What Happens When Fashion Becomes Fast, Disposable And Cheap?. [online] NPR.org. Available from: http://www.npr.org/2016/04/08/473513620/ what-happens-when-fashion-becomes-fast-disposable-and-cheap [Accessed 15 Oct. 2016]. Primary reserach survey (P 2-3) Natalia Thomas Niamh Gallagher Sophie Weller Melody Hannah Interview article Lulu Turner, (2016) 'When happened when my boyfriend messages my mate'
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B I B L I O G R A P H Y
Moore Christopher, 2016. International Retail Marketing. [online] Google Books. Available-from:https://books.google.co.uk/books?hl=en&lr=&id=Lwg4nacEDPEC&oi= fnd&pg=PA141&dq=ethical+consumerism+fashion+uk&ots=yAeslgBfJx&sig=XEnRh Ym8AjZUs1iCRu0nGI4xblg#v=onepage&q=ethical%20consumerism%20fashion%20 uk&f=false [Accessed 18 Oct. 2016].
A R T I C L E
Undressing fast fashion, ethics & consumerism article Achyar, 2014. Consumer Behavior: Culture, Ethnic and Subculture. [online] Slideshare. net. Available from: http://www.slideshare.net/MahfudAchyar/culture-ethnic-andsubculture [Accessed 18 Oct. 2016].