Campaign Plan
Contents
1.
About Size?
2.
Competitors
3.
Customer Profile - Millennials
5.
Customer Profile - Gen Z
7.
SWOT
8.
Marketing Mix
9.
Proposal
11.
Experience / Marketing
13.
Visuals
15.
Social Media Campaign
17.
Website Campaign
19.
In-Store Campaign
About Size?
Established in 2000, Size? is a retail outlet specialising in mens and womens footwear, clothing and accessories. Size? supply a wide range of stock from a variety of brands across the UK, Ireland and Europe. Their brands of clothing, footwear and accessories include Nike, Adidas, Caharrt Wip, Champion, Fred Perry, Vans, Converse, New Balance and North Face to name a few.
Competitors
Customer Profile - Millennials
Mikey is a successful music producer, he graduated from university a couple of years ago, he’s currently working his way up the music industry which means he is capable of affording size? garments. Mikey lives in an urban studio flat with his mate in Brixton, London. In his spare time, Mikey likes socialising in bars and enjoys listening to hip hop, indie, soul and fusion jazz music and is often seen at small music gigs at independent venues. Millennial Customer’s are...
- More skate - More practical clothing - More in-store shoppers - All about shopping experience
Customer Profile - Gen Z
Charlie is a college student who enjoys hanging out and socialising with friends, he’s often seen at the skatepark in his spare time with his friends. Charlie enjoys attending house parties at the weekend or chilling at a friend’s house. He’s a very adventurous, outgoing and can be a rebellious character. Charlie has a retail Saturday job to ensure he can afford to pay for size?’s products regularly.
Gen Z Customers like... - Bright colours - Eco and more sustainable clothing - Streetwear - Fashion - Online shopping
SWOT
• • • •
Marketing Mix
Strengths
Weaknesses
High quality clothing Clear target audience Strong aesthetic Loyal customer following
• Don’t have much of an internet presence, there’s not information about the brand itself online. • Mainly focus on their mens ranges and no promotion of their female market.
Product: Mens and womens clothing, accessories and footwear. Size? stock a wide range of brands including; Nike, Adidas, Champion, Carharrt Wip, North Face, Stussy and many others. Price: Stock high price but high quality brands. Size? offer 10% student discount and Klarna’s “buy now, pay later” service. Size?’s prices aren’t competitive to the brands they stock.
Opportunities
• Create TV adverts / billboards to promote launches and new collections / collaborations • Branch out to cater in America, Asia and around the world. • Collaborations • Unisex photoshoots / promotions
Threats
• Growth of buying and selling sites such as Depop and eBay • Competitors
Place: Size? stock their products in stores across the UK, Ireland and Europe. Size? also have an online store which is accessible to the same countries. Promotion: Size? use Instagram, Facebook, Twitter and Youtube to promote they products, exclusive ranges and product launches.
The Proposal
The concept of our idea is “Go outdoors” and is to encourage generation Z and the millennial generation to embrace nature and the general outdoors whilst wearing practical and stylish clothing. With all the new technology coming out, young people can get sucked into staying inside on computers and social media. We think it’s important for the consumer to enjoy and want to go outdoors. We’re focussing this campaign predominantly on Generation Z but it will also be able to attract the Millennials as well. The campaign will be available for Spring/Summer 2020 and will include a mixture of pastel and earthy / neutral colour tones. The brands we will include are Nike, Carharrt Wip, Stussy, Adidas, Converse, Vans and Columbia. Our campaign will be promoted and available online and in-store.
Generation Z are a generation defined by technology, cultural aggression, fluidity and contradiction. According to Global Web Index, Generation Z spend over 3.5 hours on their mobile phones, each day. However, Generation Z were also born into a generation that is more environmentally aware and want to help and provide for the planet. We think the generations can use the outdoors as an escape from some of the harsh realities they are facing in day-to-day life. Our target audience within Generation Z are driven by capitalism, meaning they prefer to spend their money on one branded garment at a higher price point rather than a few unbranded, cheaper pieces. Our target audience within Generation Z sway towards brands that celebrate empowerment and self expression and they want brands to cater to the individual and feel personal to them rather than a larger social group. Therefore, having the main, popular brands within Size? in this campaign will be hitting our target audience.
This campaign will be online and in-store. We will promote “Go Outdoors” via social media, mainly via Instagram through both still and moving imagery. The content will include nature references and be shot within studio to keep Size?’s normal location setting and on location to provide the consumer with insight into the idea of escapism and the outdoors. Our moving imagery will involve short Instagram Story advertisements as this is a great way to attract our Generation Z customer this is how they enjoy and appreciate creative content.
Experience / Marketing
To promote the campaign in store, we will set up a virtual experience of a jungle / forest in Size?’s most popular store on Oxford Street. There will be decorative interior, window stickers and dress outs, forest / jungle audio and low lighting to provide more of an atmosphere within the store. This is to carry out the concept of escapism. Generation Z prefer to go to places with a strong aesthetic and that are “Instagrammable”, colour, lighting and aroma are all taken into account to achieve this look. Within all stores there will be recyclable, paper bags, designed to fit the concept. This will be achieved by having a dark green forest landscape with the bright orange size? logo across the front. Each store window will follow the forest aesthetic via window stickers, backdrop and styled mannequins.
Visuals
Social Media
Our main platform of social media to promote this campaign will be Instagram because it has the largest amount of followers and is the most popular social media app for our target audience. It’s also a great way to show off the imagery and aesthetic of the campaign as Instagram is completely visual. Size? have a business profile, meaning their customer’s will easily be able to shop and access the looks as well as contact customer care or the brand in general through the form of Direct Message. We’ve chosen to lay out the images in block style, with each model / shoot being in a vertical row rather than horizontal. This will allow us to break down the different looks whilst also keeping them together and creating a neat layout.
Size? Website Mockup
When looking at Size?’s current website, we noticed they had a launch banner on their homepage which we thought was eyecatching and engaged us which we thought would be perfect for our campaign. Go Outdoors will be Size?’s main collection for Spring/Summer 2020 so it’s important to be advertised in a prominent position. We placed one of the most striking images on the banner which also matches Size?’s colour scheme. We used a forest landscape to link with our Go Outdoors concept. A countdown is also shown on the banner to engage customers and create excitement for them. We also placed a “Discover More” link where customers can find out more about the campaign. Once the campaign is launched, there will be a “Shop Now” link which will make it easy for the customers to shop the campaign.
In-Store Experience In Size?’s flagship store on Carnaby Street, we will be hosting a virtual experience where consumers will be able to shop the “Go Outdoors” collection whilst escaping to the outdoors. The store will be turned into a forest and nature experience. Nature sounds will echo through the store and the customers will be able to escape into a world of their own. The lighting will be low to set the forest scene. Purchased items will be placed in a 100% recyclable paper bag, fitting the theme.
The shop will contain green led lighting underneath the shelving to enhance the greenary. There will also be white led lighting to enhance the clothing to see what the product actually looks like.
BAFM203 Fashion Media Marketing and Communication Chloe Palmer, Amy Drew & Faye Hickman