Promotional Strategy
CONTENTS 1. Primary Customer 3. Secondary Customer 5. Brand Competitors 7. SWOT 9. Range Rationale 11. Informative Trends 17. Product Range 23. Price Points 25. Stock Drops 27. Branding Concept 29. Packaging & Promotion 31. Strategy Objectives 33. Key Recommendations 35. Key Message 37. Communication Channels 39. Press Plan 41. Digital Strategy 43. Social Media Strategy 45. In-Store Event
image: (nemesismodels.com, 2019)
PRIMARY CUSTOMER
Lucy is ellesse’s primary customer. Aged between 20 and 35, Lucy is a sport enthusiast. She’s a hard working individual who strives for success. She takes pleasure in looking after her body. When she’s not at work she will be seen at the gym or going for runs. She likes her to spend her weekends or lunch breaks meeting friends for coffee and enjoys a leisurely walk.
Lucy likes...
image: (look.co.uk, 2019)
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image: (streetamo.eu, 2019)
SECONDARY CUSTOMER
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This is Jess. Aged between 15 and 20, Jess is ellesse’s secondary and ‘younger’ customer. She’s a fun, young teen, who doesn’t take herself too seriously. Her style is effortless and loves to dress casually wherever she goes. A sweater or t shirt is her go-to clothing item. She’s a sociable and quirky character who’s into music and fashion.
Jess likes...
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Fila is one of ellesse’s main competitors producing similar products to ellesse, mainly being athleisure and streetstyle. Both brands have a similar target audience and age range varying between 16 and 25. Compared to ellesse, Fila’s price points are higher with prices ranging from £25-£65.
BRAND COMPETITORS
Champion are another big brand who specialise in sportswear and street style. Like ellesse, they have two types of customer, those who like streetstyle and those who wear sportswear. Champion’s price point is the highest of the competitors, starting from £40.
Reebok are a sportswear brand invested in making people look good whilst working out. They have a wide price range varying from £20-£50 which is very similar to ellesse’s price points. Reebok cater for a target audience ranging from around 18-35.
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STRENGTHS: • Reasonably priced, high quality clothing • Styles suitable to a wide range of consumers • Doing as much as they can to improve their ethical stance.
S.W.O.T
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WEAKNESSES: • Only have one store in the UK • Social media, particularly Instagram is very jumbled, sometimes making it confusing for the consumer. • Don’t promote their sustainability and economical values. OPPORTUNITIES: • Open more stores worldwide • Separate Instagrams, one focussing on streetwear and one on sportswear. • Keep up to date with current marketing trends i.e. gifting products to suitable influencers. THREATS: • ellesse suffers from having counterfeit products being sold at a more competitive price. • With current economical state, ellesse customers may look to cheaper brands. • ellesse aren’t producing as many marketing strategies as competitors, making the brand not as current.
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image: (streetamo.eu, 2019)
RANGE RATIONALE
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The aim of this range is to strip ellesse right back. The collection will include unisex wardrobe essentials, including; t-shirts, hoodies, sweaters and joggers in an array of basic and neutral tones. The collection will appeal to everyone, because everyone needs the timeless essentials in their wardrobe! The range will be entirely sustainable by being made from organic cotton only. The product range will drop in time for A/W 19/20 so consumers will be able to style and layer the basics appropriately to A/W fashion.
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image: (WGSN, 2019)
INFORMATIVE TRENDS According to WGSN reports, a trend titled “Bathleisure” is the future of A/W 20/21. The trend consists of unisex basic atheleisure. WGSN say “Bathleisure pieces should be designed to be functional and comfortable in the home, but stylish enough to run local errands in.” They also state that “Simplicity is key here, with minimalistic detailing.” 11.
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INFORMATIVE TRENDS
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image: (WGSN, 2019)
Following on from the Bathleisure trend, WGSN looked into the “Back to Basic� approach and how the materials should be sustainable with materials that are grown, farmed or repurposed from organic waste and with current state of the environment, this should be an essential part of any product.
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Back2Basics. Back2Basics. Back2Basics. Back2Basics.
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Back2Basics. Back2Basics. Back2Basics. Back2Basics.
Back2Basics. Back2Basics. Back2Basics. Back2Basics.
Back2Basics. Back2Basics. Back2Basics. Back2Basics.
Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics.
Back2Basics. Back2Basics. Back2Basics. Back2Basics.
Back2Basics. Back2Basics. Back2Basics. Back2Basics.
Back2Basics. Back2Basics. Back2Basics. Back2Basics.
Back2Basics. Back2Basics. Back2Basics. Back2Basics.
Back2Basics. Back2Basics. Back2Basics. Back2Basics.
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The Classic Tee
- 100% organic cotton - Embroidered tone on tone logo 17.
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Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. B
The Timeless Sweater
The Oversized Hoodie
- Raw hem - Embroidered tone on tone logo - 100% organic cotton - 100% organic cotton - Embroidered tone on tone logo 19.
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Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Ba
The Laid Back Short
The Slouch Jogger
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- 100% organic cotton - Cuffed ankle - Embroidered tone on tone logo
- 100% organic cotton - Raw hem - Embroidered tone on tone logo 22.
Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics
The Classic Tee (Short Sleeve) RRP - £25 - ellesse’s similar product: £20 - Competitor’s similar product: £15-£40
The Classic Tee (Long Sleeve) RRP £30 - ellesse’s similar product: £25
The Oversized Hoodie RRP - £55
PRICE POINTS
- ellesse’s similar product: £45 - Competitor’s similar product: £40-£95
The Timeless Sweater RRP - £50 - ellesse’s similar product: £40 - Competitor’s similar product: £43-£80
The Slouch Jogger RRP - £45 - ellesse’s similar product: £35 - Competitor’s similar product: £35-£70
The Laid Back Short RRP - £30 - ellesse’s similar product: £22 - Competitor’s similar product: £20-£55
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A/W 19/20 Collection
Social Media Teaser - 1 item a week from 29th August 2019
STOCK DROPS
Lookbook via Social Media & Website - 20th September 2019 Exclusive Shopping Event at ellesse Covent Garden Store - 24th September 2019 Collection drops online - 27th September 2019 (payday!)
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Each logo will be tone on tone in relation to the product. This logo will appear on the product itself and it’s swing tag. I’ve chosen tone on tone because I think it really compliments the minimalistic and basic aesthetic of the range.
BRANDING CONCEPT
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PACKAGING & PROMOTION
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When ordering online customers will receive there products in this tone on tone packaging. The parcel will be matte with vinyl coated writing to contrast the tone on tone. The swing tag will also be tone on tone and will match the colour of the product. By producing the packaging this way will provide a neat and clean looking aesthetic which corresponds with the look of the 30. collection.
The collection will consist of unisex minimalistic basics which will widen the target audience as the range will cater for everyone and be wearable everyday which will make ellesse stand out from their competitors.
STRATEGY OBJECTIVES
As the collection will be made from 100% organic cotton, the range will widen ellesse’s perception of their ethical stance which will also push for the consumer to purchase the product. The range will drop in time for A/W 19/20 meaning the collection will be perfect for the consumer to layer and style the products.
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image: (instagram, 2019)
1. The production of the new product range will expand ellesse’s ideas for future products. 2. This collection will make ellesse’s consumer’s more aware of their ethical stance.
KEY RECOMMENDATIONS
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3. A variety of visuals will be used to promote this collection across a variety of different channels which will help ellesse branch out to a wider audience. 4. The fact that the collection is unisex encourages inclusivity and again will broaden ellesse’s customer. 5. The collection will provide ellesse with a new aesthetic that they can focus on which will help them stay current and up to date.
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The key message of this product range is to promote ellesse’s economical stance and to produce clothing that’s suitable for everyone.
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COMMUNICATION CHANNELS
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www.ellesse.com
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PRESS PLAN
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A billboard will be displayed across London tube stations. The colour of the billboards will be bright to stand out and attract to the general public.
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DIGITAL STRATEGY This will be how the collection will be viewed on the website. The consumer will be able to click on the banner and will be directed straight to the products. 41.
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Sneak peak from our brand new unisex basics range #Back2Basics coming soon!
image: (omghow.com, 2019)
Watch out for our new Unisex Basics range #Back2Basics dropping soon! #ellesse #comingsoon
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image: (schooloutfits.pinmebaby.com/Chloe, 2019)
Don’t say we don’t treat you! Here’s another sneak peak of our new unisex #Back2Basics range, coming soon.
image: (H&M/Chloe, 2019)
This Instagram post will be the first to announce the new unisex basics range. Throughout the weeks leading up to the range drop, ellesse will post teasers of the range weekly, before then dropping a lookbook of the range. A post will also be created as soon as the range is shoppable.
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ellesse exclusive Back2Basics shopping event!
On 24th September 2019, ellesse will host an exclusive shopping event at their Covent Garden, London store to promote and display the Back2Basics collection. This event will be an exclusive event with current and relatable influencers and Youtubers to browse the collection. The influencers / Youtubers will be requested to document the event on their Instagrams / Youtubes. Throughout the event will be a brief talk to the attendees about the event, attendees will also have first access to the Back2Basics products. Attendees will leave with a goody bag and will be treated to a buffet brunch with lots of treats for them to enjoy whilst browsing. ellesse will also hire a DJ for the event, to bring good vibes to the shop.
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image: (uk.fshionnetwork.com, 2019)
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ellesse. (Unknown). ellesse [online]. London. Available at: https:// ellesse.co.uk/ [Accessed on 19th March 2019 at 22:42] Fila. (Unknown). Fila [online]. London. Available at: https://www. fila.co.uk/ [Accessed on 27th March 2019 at 10:20] Reebok. (Unknown). Reebok [online]. London. Available at: https:// www.reebok.co.uk/ [Accessed on 27th March 2019 at 10:32]
BIBLIOGRAPHY
Champion. (Unknown). Champion [online]. London. Available at: https://www.championstore.com/en [Accessed on 27th March 2019 at 10:16] Yvonne Kostiak, (2019). Active Materials Trend Concepts A/W 20/21 [online]. London. Available at: https://www.wgsn.com/content/ board_viewer/#/81814/page/3 [Accessed on 27th March 2019 at 12:27] Clare Varga & Jessica Harman, (2018). Active Materials Trend Concepts A/W 20/21 [online]. London. Available at: https://www. wgsn.com/content/board_viewer/#/81719/page/8 [Accessed on 27th March 2019 at 13:07] Clare Varga & Jessica Harman, (2018). Active Materials Trend Concepts A/W 20/21 [online]. London. Available at: https://www. wgsn.com/content/board_viewer/#/81719/page/9 [Accessed on 27th March 2019 at 13:09]
Chloe Palmer BAFM203 Fashion Media Marketing & Communication
