Clara EspaĂąa Ramon BA Fashion M&C IED, Level 5 Fashion Advertising CWK2/CWK3 Hannah S. Fricke
BRAND CORE
COMPETITORS POSITIONING MAP
SWOT
STORYTELLING
TARGET
COPY STRATEGY
COMMUNICATION OBJECTIVE STRATEGY PLAN MEDIA MIX
CAMPAIGN
BRAND CORE stands for The World of Japan, an American brand founded by two Japanese sisters, focused on adapting the Japanese traditional drwaings into today’s fashion. The brand has 3 types of products; Bomber embroidered jackets, Jean embroidered pants, and one unique shoe model. The brand is high end and aims to have a big brand awareness, the two sisters will keep it as
an exclusive and niche product, thanks to the high price it makes it hard to access and creates a great demand and desire on it’ s value. The biggest market the brand will have is the bomber embroidered jackets, because of their future use by recognized celebrities in Los Angeles, after the campaign is done.
BOMBER JACKETS These Jackets have designes inspired on the Japanese traditional drawings. And are particular on the colors of the silk and the little details. These are expected to be the more demanded and recognizable product of The World of Japan.
FOOTWEAR For this product, the brand produces a specific style, and only one shoe model. These shoe is almost unique on the market sorrounding them because of its particual design, inspired by the traditional footwear the Geta Sandals on the right.
GETA SANDAL
JEANS The jeans for The World of Japan are all embroidered with the idea of Japanese heritage on mind. Each have different designs and play with colors and sizes on the embroidering.
COMPETITORS 1 2 AKIRA
Australian designer from Tokyo , she designs garmets that she claims to be transcendent (culture) and with a soul.
DRESS CAMP
The designer Toshikazu started the company on 2002. A modern touch to the idea of Japanesse heritage. Using colors and prints on specific material.
3
BLUE BLUE JAPAN
The brand serves comfortable clothing, handmade, Indigo and Sense of warmth. In each collection he designes a few pieces of clothing from the Japanesse heritage.
4
ALPHA INDUSTRIES
Used by celebrities like Beyonce, Shay Mitchell, Kylie Jenner, Kendall Jenner, Gigi Hadid, Bella Hadid, Taylor Hill, Victoria Beckham, Kanye West, Chris Brown, Miranda Kerr... - Learn from the competitor:Celebrity endorsment, Awareness and value.
Valentino Printed Satin Bomber Jacket, $2,350
VALENTINO Embellished Satin Bomber $5,845
GUCCI Embroidered silk bomber $ 3,500
GUCCI Silk Floral Bomber $2,170
SAINT LAURENT CLASSIC BOMBER $ 1,890.00
GUCCI Bomber Jacket €2.049
CHLOÉ Reversible Bomber Jacket €2.050
HERMÈS VINTAGE Reversible bomber jacket £1,633.00
POSITIONING MAP Traditional
AKIRA
Accesibility +$
-$
BLUE BLUE JAPAN DRESS CAMP
Modern
STRENGHTS Unique product from Japanese traditions Strong storytelling Strong design development Exclusivity Japanese Herritage
OPPORTUNITIES The power and influence of digital platforms, to reach new customers and gain exposure LA consumer habits on fashion and lifestyle LA income Strong fashion influence of the target chosen Worldwide selling
WEAKNESESS Very specific design Exclusivity High price range
THREATS Competitors Trends changing Economy New Business has a Higher risk
SWOT
STORYTELLING The story behind the designs of these two Japanese sisters starts back on their childhood. They used to see designs like the ones they embroider on their clothes on their grandparents home and both of them have always kept it as a really close memory. The World of Japan came to life after the two sisters fini-
shed their master’s degree in Fashion Management, where they planned the business. The importance of the traditional idea on their designs is crucial to their company. The brand is focused on creating modern and trendy clothing adding the traditional drawings of Japan, illustrated below.
TARGET The sector this brand aims for is the wealthy sector from Los Angeles and sorroundings with a high income. People who are used to spending money on material things, specifically fashion. Households from the entertainment industry, and careers where it is common to have a high income. The brand is directed to Girls - Women from 16 to 35 years of age, who can afford or their parents can affort to spend money on fashion more than the usual average household. These target group is one that enjoys to have unique pieces, with creative designes or trendy clothes. Usually it will be payed with money from parents if not having a high pay from jobs. Girls are casual and like to dress as a way of expressing themselvs, and like to follow certain trends, but always have pieces that separete them from others, this is the perfect product, it is unique and different. This product could be a once in lifetime purchase to many or to a usual purchase from the group that have acces to a higher income or are used to these way of spending.
COPY STRATEGY
NAME The name translates to “The World of Japan” in Japanese
WHAT IS IT American brand founded by two Japanese sisters, focused on adapting the Japanese Heritage into today’s fashion. The brand has 3 types of products; Bomber embroidered jackets, jean embroidered pants, and modern/traditional shoes.
TARGET GROUP
BENEFIT
The sector this brand aims for is the wealthy girls and woman from Los Angeles and sorroundings with a high income. People who are used to spending money on material things, specifically fashion.
Unique, different and fashion statement product.
REASON WHY It is unique because the design and the idea of the brand are different than the usual. Specific styles on the shoes. And differentiation on jeans and bomber jacket. Desired because of its high price is only avaliable to so little and create a value that other brands with a low price will never be able to. Accesibility to the product gives it its value and desire.
UPS Unique Selling Point is the Japanese herritage on the designs and the value the brand has of it.
TONALITY Young and Fashionable. Exclusive and trendy as unique. This is the different brand that will make you feel apart of something special.
COMMUNICATION OBJECTIVES The aim of this campaign is to launch the brand and start with a good amount of awareness and create a feeling of engagement for the customers. The brand wants to be positioned as a high quality and high end, unique design and ideas, as well as storytelling
PLAN & STRATEGY
For the World of Japan to be successfully launched into the market and be well known by our target, a communication campaign will be done. The communication plan will have the launch of a website and other social networks such as Instagram and Facebook, which will be our main ones. We are also going to include billboards with the adverts of the campaign, smaller adverts in magazines that reach out to our target; Vogue, Harper’s Bazaar, Elle and Teen Vogue. A store opening in the centre of Los Angeles. We want to focus on a good advertising campaign in order to raise awareness and engage with our costumers since the very beginning. To take this into a further extent, we will inaugurate the store with a very special event; showing some of the products and allowing people to buy them if they wish to, serving some cocktails and music, and specially, hosting some of the main fashion influencers of our times. The store is key for the brand to gain a higher value. Since today technology is such an important aspect in our society and target, we also want to focus on creating a good website and social network so that we can reach out to more potential clients as well as facilitating the shopping. Halo celebrity will be used to raise awareness and promote the brand and specially the product; using celebrities like Kylie Jenner, who has proven to have influence on a big section of her audience and that match . With 62,1 million followers on Instagram, and with 1,75 million downloads on her app during the first week of launching. Kylie is believed to be the perfect fit for The World of Japan because of it’s influence on fashion, for months now every time she posts a piece of clothing she has worn on her app it sells out for most of the items, and becomes a product with an unthinkable demand and value. This is why the campaign online consist of announcing the Opening of the store in Los Angeles and promoting the product on her app. The most important strategy here is using the media where my target spends most of their time, also their usual location, and play with the price so it is more attractive to those who can access it.
MEDIA MIX The medias used on the campaign will be the Billboards, the Event, and the Magazines for offline, and the all of the promotions online on Instagram and Company’s networks. Earned - Publicity Influencer Engagement - Kylie Jenner Partnerships - Kylie App Social Media - company’s own networks and Kylie Jenner Instagram post Paid Media - Billboards, Instagram post, App promotion, Event appearances, and Magazine promotions.
CAMPAIGN
OFFLINE - BILLBOARDS - MAGAZINES
For the Billboards, the campaign will install them with different pictures form the same collection on 5 different main streets of Los Angeles. These will be displayed during 2 months from the Opening of the store in Calabasas to the end of the period. These are the streets where the Billboards will go up: - Rodeo Drive - Mulholland Drive - Hollywood Boulevard - Sunser Boulevard - Melrose Avenue The pictures on the left are 3 of the collection that will be used for these media. For the Magazines, these will be also the pictures desplayed of the collection.
STORE OPENING The World of Japan store will be located in the center of Los Angeles, California. For the opening the brand will host influencers who will be iniciating the event in Los Angeles. The event will be announced on their Instagrams as well as the company’s profiles. Also the Kylie Jenner App, for their audience to know about the store oppening, the brand existing, and having an opportunity to attend the event and hang with some of their fashion referenecs.
日本 の 世 界 The World of Japan
ONLINE - KYLIE APP After the store opening Kylie will promote the bomber jacket on her App, and on her instagram. The system for the App is quite simple: Kylie post a picture on Instagram and days later uploads on her app the outfit she was wearing and the gives the fans the possibility to buy what she was wearing and a cheaper version. This is how The World of Japan Bomber Jacket will be promoted. A selfie like the one below, and scroll down to see the actual product and a link to the online store, the price and down below another picture of a lower price possibility.
SHOP NOW $2,050
When Kylie post products like this, they usually go out of stock and sell out, this is why investing on her is a ensured profit return, not only on selling the jacket and making it very famous and desired, but to reach out an immense new audience.