Fashion Digital by danielleanast

DANIELLE ANASTASIOU FASHION DIGITAL MARKETING WORD COUNT 2,300 ARTD2088

Figure 1&2 - Gosha Rubchinsiky Image and Building block image 2017

CONTENTS PAGE.

04 06 09 14 18

INTRODUCTION DIGITAL LANDSCAPE BRAND AUDIT

PAID, EARNED & OWNED MEDIA E-COMMERCE

24 26 25 32 34

THE STRATEGY PLAN OBJECTIVES THE STRATEGY LOYALTY CLUB THE STRATEGY SOCIAL MEDIA THE STRATEGY MEASURING THE CAMPAIGN CONCLUSION

Figure 3 - Gosha Rubchinskiy, 1990 magazine August 22 2017

Figure 3 - Gosha Rubchinsiky Models - Adidas collaboration 2015

INTRODUCTION. Technology continues to play a crucial role in the evolution of society; this digital connectivity has altered all aspects of life, including how consumers live, work and ‘play’ (Euro monitor 2018). This report aims to identify the ways in which new emerging digital technologies are being used as new forms of communication for brands. ”Being digital requires being open to re-examining your entire way of doing business and understanding where the new frontiers of value are (Mckinsey & C0, 2015). This assignment will focus on a fashion brands digital marketing strategy to then create a recommendation in order to expand and build their brand awareness and equity. Creating a digital strategy that offers a unique omnichannel shopping experience will captivate the consumer’s attention and help a brand flourish.

Figure 4 - Gosha Rubchinkiy X Paccbet collection skateboarding 2017

DIGITAL LANDSCAPE. Chaffey (2014) defines the process of digital marketing as ‘the application of the Internet in conjunction with traditional communications to achieve marketing objectives.” The rapid evoultion of the digital fashion world, incomparison to the “Third Industrial Revolution” (Business Insider 2017) has altered the way consumers behave in which they now act upon the ‘pleasure principle’ (Entrepreneur 2014) in order to satisfy their needs, wants and urges. Consumers are now more demanding than ever; having a desire to ‘have what we want, when we want it’ in the quickest way possible without any delays. Gucci and Burberry are two luxury brands that have now teamed up with Farfetch to deliver items to consumers in 90 minutes; creating a seamless experience. All brands need to start embracing this new service in order to meet the increasing expectation of consumers for an exceptional service (Fashion&Mash 2017).

According to the BBC (2017) ‘the average attention span is down from 12 seconds in the year 2000 to eight seconds now’. Fundamentally, consumers are constantly distracted by indistinguishable marketing and are now expecting a unifed experience across all channels. Predominantly, this is called the instant gratification generation where consumers have changed the way they think, in where their expectations are extremely high. Moreover, Porters Five Forces Model (Appendix 1) demonstrates that there is a number of factors such as digital technology that can impact and challenge the fashion industry. Competitors now need to be aware of what new technologies entrants from outside their industry are equipped with in order to maintain their brand awareness and drive desire (AIDA, Appendix 2).

Figure 5 - Gosha Rubchinskiy Clothing Chain DQetails 2016

“Digital technology has made information, abundant & ubiquitous which can be leveraged to influence the B2B buying behavior among engineering & manufacturing industries” (Tata consultancy 2016). Tata Consultancy examines the modern theory about buying behaviour and the different influences that determine consumers buying decisions, explaining how there is no longer a linear influence to purchasing, instead due to continuously coming to contact with brands and ideas. Converse is an example that has recently focused their latest campaign on the millennial consumer that is now fixated and motivated by digital technology and adding experience to their everyday lives (Appendix 3).

Although consumers want things fast, they are also craving experiences and authenticity in businesses to reflect their story. Convenience VS Experience (Rachel Arthur, Lecture) are two important factors businesses need to consider in order to make products relevant to their consumer. The idea that retail is now going back in time to pre-industrial revolution is becoming more apparent as businesses are focusing more on a personalized approach to their consumers where one to one experiences are being thought about (Figure 6).

Figure 6 - Pre Industrial, Post Industrial Revolution, Rachel Arthur Lecture 2018

Figure 9- Primary Image, Converse One Star Hotel Shoreditch Digital TV- Taken 17th February 2018 Figure 8- Primary Image, Converse One Star Hotel Shoreditch Digital TV- Taken 17th February 2018 Figure 7 - Primary Image, Converse One Star Hotel Shoreditch DJ booth - Taken 17th February 2018

BRAND AUDIT. A situation analysis, the foundation of any marketing plan, is a vital tool used to understand the external and internal factors that contribute to a brands digital strategy. “That vision of the brands and its core values is called identity” (Kapferer, 2008). To get an understanding of Goshas Rubchinskiys brand values, a brand prism (Appendix 4) demonstrates how the brand differentiates itself from other competitors. As identified, Gosha portrays elemental values through brand associations of authenticity and exclusiveness. The ‘three C’s’ control, cool and collaborations are the core success of Gosha Rubchinskiys brand. It’s marketing strategy is all about the limited advertisement, being independent and authentic in what they are perceived to represent (Dazed digital 2016), creating a hype around the brand. Furthermore, a SWOT analysis (Appendix 5) will help recognize the strengths and weakness of their current digital landscape and identify Goshas’ opportunities within their digital strategy, enabling the development of a new strategy to enhance the brands services. As identified from the SWOT analysis Gosha have many opportunities to expand their digital landscape in order to grow their perceived value of the brand and their brand equity (Appendix 6). “Equity can be treated as the asset and it can add value to the product or services offered to customers”. (Brand Management). As shown in appendix 6, the brand equity model identifies four steps for building a strong brand. It also illustrates that Gosha has not reached the ‘Ressonance’ stage of the diagram, advocating that in order for the brand to gain loyalty from consumers they need to become an “enabler” rather than just a destination.

Figure 10 - ASOS SS, Lookbook by Gosha Rubchinskiy 2015 Skateboarding Figure 11- Gosha Rubchinskiy Image Created On Illustrator

Figure 12 - Russian Youth Through The Eyes of Gosha Rubchinskiy 2015

PAID, EARNED & OWNED MEDIA. The idea of paid earned and owned media (Appendix 8) is a useful tool to understand the importance of a brands current digital strategy (Chaffey 2016 P.11). Using all three elements of your digital strategy creates a much more effective impact that drives brand awareness. Most imperative is earned media; “Up to 92% of consumers trust word-of-mouth recommendations” (AdAge 2011). Social engagement and your brand’s advocates are used to measure the success of your brand in which it then translates into credible feedback that you will not find anywhere else. One strategy that Gosha have used earned media to stimulate brand awareness is through word of mouth. Gosha Rubchinskiy clothing is worn a lot within the millennials, however in order to keep this consumer engaged Gosha needs to increase levels of brand authenticity and experiential tactics in order to ensure customer loyalty. T As recognized in the Rogers Diffusion of Innovation Curve (Appendix 8) it is clear that Gosha’s consumer is positioned amongst the early adoption of digital technology as they are not undertake digital elements within their marketing. The implications of this results in them not creating last long relationships with the consumer (WARC 2016).

“Its important for all businesses to understand the business and revenue models of the major social networks platforms which are today so influential in shaping peoples opinions about brands” (Chaffey 2016 P12). Gosha has created a Facebook community (Figure 14) where like-minded individuals come together to discuss interests or to sell or swap items. “Cult brands occur because they represent something greater – an ideal or a subculture” (Dazed Digital 2016). Consequently, the brand barely posts content on Instagram for his audience to engage in, as well as not posting on twitter to receive customer feedback. As explored below, using social media such as Twitter has changed the dynamics of the way consumers are able to quickly connect with their favourite brands if they are experiencing any problems.

Figure 13 Gosha Rubchinskiy x IDEA, Russia Youth 2017

Nevertheless, sharable content is shown through retweets, likes, shares, and comments on the brand’s social apps such as Instagram. According to Euromonitor, there are 18,320.0 active monthly users that participate in Instagram, implicating that a successful profile will build brand recongition and create lasting relationships resulting in long-term organic growth (Forbes 2018). Gosha’s Instagram has a huge following of 384k without them following anyone, which reflects their brand and how exclusive and successful they can be without engaging with their consumers. Waiting to hear from the brand about a new ‘drop’ that will be released has become a massive part of generation Zs cult appeal as it creates an excited hype on social media amongst the consumers. “The limited drops are what keeps it relevant,” says Silas Adler (Drapers 2017). The concept of the digital word-of-mouth is a joy for a brand’s marketing, rather than investing on expensive advertising or promotions, consumers do the marketing themselves. (Conex Blog)

In addition, Gosha Rubchinskiy ventures in ‘paid’ and ‘owned’ media platforms including unique films and online magazines and visuals. These unique creative films are hugely credited and a big part of the brand identity and personality. It is an exclusive way to get consumers thrilled about their upcoming collections. According to AdAge recent studies of endorsements have indicated that sales for some brands increased up to 20% upon commencing an endorsement deal. Gosha successfully collaborates with authentic brands such as Adidas, Burberry and Kappa, “That element of newness and surprise that collaborations can offer is a critical weapon in the war to stay present in the news feeds of consumers” (Business Of Fashion 2017). However although Gosha Rubchinskiy venture in owned media platforms, they are lacking in digital technology such as AI and VR which can indicate why consumers are constantly distracted.

Gosha Rubchinsikys Facebook Talk allows like-minded consumers from all over the world, to come together to discuss, buy and sell cothing. Adding a sense of exclusiveness to the brand

Figure 16 - Gosha Rubchinskiy Facebook Talk Community Figure 15 - Gosha Rubchinskiy Facebook Talk Community

Creates a sense of exclusvity and community within the audience

Figure 14 - Gosha Rubchinskiy X Burberry collection male models 2017

E-COMMERCE. For most brands and retailers, a website is the hub of their digital marketing strategy. It may be a portal to communicate with and collect information (Claire Harris P.42). Websites that are more visionary and consistent, often result in greater service quality, which can influence a users experience and can create a longer relationship with the consumer and the brand (Emerald 2004). Thus, e-commerce is now a new, unparalleled opportunity that most retailers must now keep up with to accelerate growth, exceed customer expectations online and in bricks-and-mortar. The omnichannel retailer is now being driven by shoppers to deliver a captivating, unique experience. (UPS, Pulse Of The Online Shopper). Despite Gosha not having their own personal e-commerce, they are operating on Dover Street Market online website which is great for the brand’s image, as it fits in perfectly with the high fashion streetwear DSM are associated with. “Beautiful Chaos” is the ideology that Kawakubo injects into each and every DSM location in which it creates an alternative community that brands want to be apart of (Complex 2014). Arguably, not having their own website and instead selling on DSM can be seen as a tactical way of attracting a variety of new customers; creating a footfall of consumers to their products.

Consequently, if they had their own e-commerce they wouldn’t have a diversity of those individuals. Furthermore, Gosha doesn’t need an e-commerce website due to DSM successfully communicating their brand story via online and offline (Figure 20). In spite of this, when arriving onto the DSM website, you are immediately overwhelmed by more than 50+ brands, resulting in the shopper to disengage; decreasing the chance of an item being purchased as the brand presence has been diluted. With consumers spending 89% of their time on media through mobile apps, it’s no longer something that can be ignored (The Guardian 2015). In addition, it doesn’t allow Gosha to build a loyal consumer base or as a destination store because they can’t direct all their traffic into their own site, making individuals demotivated to visit an external site consistently to purchase Gosha.

Figure 17 Gosha Rubchinskiy, Russia 2017

E-COMMERCE

Figure 19 - Dover Street Market Store, Gosha Rubchinskiy section

Figure 20- Gosha Rubchinskiy Instagram Figure 18 - Dover Street Market E-commerce, Gosha Rubchinskiy

GOSHA RUBCHINSKIYS’ CONSUMER Millennial consumer attitudes are progressively changing, they are demanding a more speedy and convenient experience within retail. Through implementing a customer pen portrait (Appendix 9) the brand is able to recognise the ‘high flex’ consumer lifestyle in depth to then complement a digital strategy that will simultaneously align with the brand and consumer. As identified by the CPP, Gosha’s consumer is living in a ‘phygital’ world (WGSN), signifying the importance of brands needing to have the courage to adopt digital trends. It also identifies that the consumer has a high spending power resulting in them spending more money on products because they experience FOMO (The fear of missing out).

Consumers are moving away from buying products because they need them, to now having the power and affiliation to feed one’s ego and self-esteem. (See appendix 10 Trio of needs). Through Gosha grasping this, they have created accessible products that are more manageable such as socks and aftershave (Figure 22). As a result of this, brands need to introduce digital technology into their marketing strategy, as once one millennial adopts it, it will be sure to then be duplicated.

Figure 21 - Gosha Rubchinskiy Millennial Consumer

Figure 22 - Gosha Rubchinkiy Mellinnial Consumer

THE STRATEGY PLAN OBJECTIVES. Create a seamless and exclusive marketing strategy targeted towards the ‘connect millennial consumer’ Create a more inspiring and operating social media presence where the brand is more interactive with their consumers Create a marketing strategy that stays align with Gosha Rubchinskiys authenticity Plan, implement and measure digital strategies that are suited to today’s consumer Creating a personal experience to ‘treat’ customers through personal messaging special offers and through the use of data Customization – “Digital technology allows managers to cater to the needs of individuals customers and to meet those in need. (Phillip Kotler P165) Allow consumers to have an entertaining experience Need to explore the collection of online social conversations and find the ones that best complement their identities (Social media for Fashion Marketing P.60) Figure 23 - The Strategy Plan Objectives

Figure 24 - Primary Image, Gosha Rubchinsiky Trace Edit

Figure 24 -

PERSONALIZED TECH-ENABLED SKATEBOARD

EXCLUSIVE EVENT LOYALTY CLUB.

Influencers such as Leo Mandella and Travis Scott will be posting about the event and getting involved

GOSHA RUBCHINIKY APP THAT YOU CAN USE INSTEAD OF SKATEBOARD

THE APP WILL ALLOW YOU TO SEE WHERE THE DIFFERENT LOCATIONS ARE

ALLOW ACCESS TO COFFE SHOPS AROUND DSM AREA

“Digital marketing strategies are the perfect tool to communicate and motivate the target audience to make the purchase” (Journal of Mobile Technologies). Marketing has been seduced by ‘short-termism’ influencing brands to create a frictionless retail experience. The rising psychological effect of ‘The expectation factor’ is creating consumers to only enter into a specific situation in order to expect something back (Wendy K. Bendoni P.114). To retain brand loyalty and to distinguish themselves from their competitors, it is pivotal they explore the collection of the online world that best compliments their identity. It is established when looking at the brand-positioning map (Appendix 11) that there are multiple brands that have adopted the role of being authentic and exclusive. However, it is clear that many of the brands are lacking in digital technology, giving Gosha an opportunity to create a high-segmented experiences to surprise and delight their customers. The digital strategy plan will be a exclusive loyalty club that will allow 65 consumers to win a tech-enabled skateboard (Figure 26) that will be a digital life purchase; offering incentives and creating desire and awareness (AIDA Appendix 12).

EXCLUSIVE DISCOUNTS OFF GOSHA RUBCHINSKIY ITEMS INCREASING CUSTOMER DESIRE

MAP OF DOVER STREET MARKET AREA BARCODE SUCCESSFULLY SCANNED! PRODUCT DESCRIPTION

ALLOW ACCESS TO PERSONAL SKATEPARK

GOSHA RUBCHINSKIY ARROW TEE

CURRENT LOCATION - DOVER STREET MARKET 8-22 Haymarket, London SW1Y 4DG

CHAT FORUMS WILL BE CREATED DURING THE LOYALTY CLUB, TO LET THE WINNERS DISCUSS TOGETHER AND MEET UP Figure 25 - Personalized Loyalty club Skateboards Digital Barcode 2018

Finish

SWIPE TO SCAN >

Figure 26 - Loyalty Club App, Digital Barcode Discount

COLOUR GREY

SIZE M

AMOUNT £45

Total products: 45 GBP LOYALTY CLUB DISCOUNT - 15% Total: 38.25 GBP Total tax* Including VAT

Extend loyalty clubs in different countires such as New York and Hong Kong

TIMELINE Twitter will start to update consumers about the event coming up, posting a link where they can sign up Live Stories and Instagram Polls asking consumers want they want to see

Upload pictures on to Instagram Instagram will reveal winners by doing live stories of them creating their own persoanlized skateboards

Press Interviews about the loyalty club

Track the winners loyalty clubs to see if they have been using it efficiently e.g. using the skate park and coffee shops

Get influencers such as Leo Mandella and Travis Scott to get invovled and post on their social media

Read Tweets to see if consumers are talking about the loyalty club

Tweets and Instrgram posts about new collections

PRE CAMPAIGN

POST CAMPAIGN

Launch of new Twitter, start replying to peoples enquires and probelms they have

Instagram will start posting little â&#x20AC;&#x2DC;sneak peaksâ&#x20AC;&#x2122; on their Instagram of what the tech enabled skateboards look like to get consumers excited

Choosen winners of the competition will be notified via email. They will then be able to choose a personalized

DURING

Live stories on Instagram of the winners using the loyalty scan code

Ask the winners of the competiton if they thought it was effective. Do they value the brand more?

Go on Twitter to see if consumers are using the conversation features to get in contact with Gosha

Press and Pr will be realised

Figure 27- Gosha Rubchinskiy Marketing Stratagey Timeline

Discuss on Facebook Talk Community about the loyalty club

These visuals will increase brand awareness, drive demand and streamline an online presence

Live stories created thousands of viewers to keep engaged and updated with what ever is going on within the brand

Behind the scene content

Gosha Rubchinskiy

SOCIAL MEDIA STRATEGY. INSTAGRAM Online omni channel is an intergrated approach to retail sales that seeks to provide the customer with a seamless and continuous. Social media has become a crucial part of individual’s lives today, especially among generation Z and the millennials who have adopted platforms such as Instagram to use as a form of engagment to brands through commenting and likes. Social media is also impacting the social behaviour of consumers, altering the way in which they communicate. Consequently, there are many brands who ‘fall into the trap’ (Entrepreneur 2017) of driving away their audience overloading them with content that does not provide true value to the brand. As a result of this, it ends up creating ‘noise’ to get in the way of reaching their target audience (Appendix 13 Decoding and Encoding). To avoid this from happening to Gosha, they will display well thought content that will reflect their brand story as well as being enjoyable.

Instagram polls will allow consumer to feel more involved.

A new and distinctive trend to showcase your work is through segmenting a single image into several parts and posting those images in a sequence

Your Story 1h

WHO SHOULD WE COLLABORATED WITH NEXT???

Brand vision of Russian Culture and Youth is a big part of the clothing and looks that he produces

NIKE

SUPREME

37%

66%

Allows Gosha to be aware of the changing needs of his consumers

basementapproved So sick, need this scarf

Comment

Figure 27 - Instagram mock up, image sequence Fila Collection & Russian Youth Image Stimulates a buzz - consumers will want to keep updated in order to see the complete picture.

Creates consumer conversation, allow audeince to feel intouch with the brand. Creates excitement

Creates consumer discussion and is a chance for consumers to get involved with the brand

Figure 28 - Instagram Live Story and Poll Mock Up

Gosha can also use Twiitter to update his audience on his collection, by sending a direct link to his website that will make it easier and quicker for consumers to purchase items.

“Social media have changed the way consumers and brands interact and are potentially a valuable tool in building consumer-based relationships” (Twitter Marketing Brandi A.).

Gosha Rubchinskiy does not engage in any dialogue across social media platforms which can be seen as drawback for the brand as participating in consumer conversations are important to build relationships and provide a more tailored support to consumers.

Gosha will create more leverage on social media content such as educational links about Russian culture - staying true to his identity

SOCIAL MEDIA TWITTER STRATEGY

Can use Twitter to update his audience for when a drop will be released and post about upcoming events to create a ‘hype’

Captualting relationships with his audience will allow Gosha to form connections that will increase this brand loyalty. By participating in one-to-one coversations, it will allow Gosha to be aware of the changing needs of his consumer.

The millennial consumer will then be able to purchase items on the go

The rise of social media and the need for brands to be active on every social media means that there is a higher consumer involvement and interaction between users.

An individual with enquiries and complaints will use social media platforms like Twitter to communicate with you. According to the Lithium research, “74% of customers believe that if they take to social media to criticize a brand, this leads to better service” (E-consultancy 2013).

Figure 29- Social media strategy proposal For Gosha Rubchinskiys Twitter Account

The ‘Retweet’ button allows the tweet to be shown to people who do not follow Gosha, creating a range of customers to see the tweet, meaning more brand 20m

@Michaelrose Yo @GoshaRubchinskiy I ordered a top 3 weeks ago and its still yet to arrive??? Any ideas on where it is? View Conversation

Search Twitter 5m

@GoshaRubchinskiy

Search Twitter

Trends for you

Hi @Michaelrose sorry about that! Whats your order number and ill try trace it for you? Reply

Twitter will allow consumers to engage in twoway conversations in order to resolve a problem.

Retweet

Favourite 2m

@Michaelrose @GoshaRubchinskiy Cheers Reply

Favourite

Retweet if your ready to watch the Gosha Rubchinskiy live catwak show at 5pm!!! Here’s the link > https://www.instagram.com/gosharubchinskiy View conversation

10,765 Retweets

Retweet

1 2

#ToriesInSixWords 9,876 Tweets

#ToriesInSixWords 0 Following 3.8M Followers 9,876 Tweets

#universitychallenge 3,076 Tweets

#GoshaRubchinskiyCollection 2,986 Tweets

#Eastenders 1,098 Tweets

Likes

www.gosharubchinskiy/collection/buynow

#GoshaRubchinskiyCollection 2,986 Tweets

#Eastenders 1,098 Tweets

8,987 Favourites

Figure 30 - Twitter mock up, Hashtag Trending 13:32 p.m - Feb 13, 2017 - Details

Media

#universitychallenge Buy the new collection through clicking this link! 3,076 Tweets

Favourite

Twitter has interactive qualities that allow a continuous dialogue between the consumer and a brand resulting in creating consumer brand relationships.

@GRubchinskiy

Tweets Tweets & Replies

Figure 29 - Twitter Mock up, Consumer and Brand Conversation

@GoshaRubchinskiy

#Oscars 4.47m Tweets

Gosha Rubchinskiy

my order number is 7362THY654E Retweet

#Oscars 4.47m Tweets

When using a hash tag on a tweet, it not only broadcasts the message but it also creates consumers to react that could then eventually turn into a ‘trend’ allowing more users to see the discussion.

Gosha will post easy access to buy products with just one click, making it easier for consumers to buy products and not be distracted

Figure 30 - Gosha Rubchinskiy SS16 Model

MEASURING THE CAMPAIGN

LOYALTY CLUB

HOW WILL IT BE MEASURED?

HOW OFTEN?

REASON WHY? EFFECT

Will be measured by the amount of people that join the club and then how many people stay within it.

Monitor the loyalty club straight away and throughout to see how many members are actually using the barcode and scanningmethod

Once information has been monitored the brand will be able to gather their online consumer behaviour

Measured by the users reach and impressions gathered online Complete a servey for the consumers thats join and ask them if they are more loyal than before

Will also allow the brand to understand how much online social media activity is being generated in order to know how succesfull it is Allows you to communicate with audience to resolve any customer enquires or problems

Analyse its effectiveness on consumer engagement and how well it drives traffic to the website

Sign-ups and conversions

How many people are scanning their skateboards using data to attend to located areas

Ongoing analytics

SOCIAL MEDIA Twitter

Measure how the amount of followers Gosha has gained

Monitor this on a daily basis to make sure the content on social media is being noticed and creating more awareness

Amount of times a tweet has been retweeted or liked using KDI & social media metrics

Sign-ups and conversions

Quantify Your Social Media Listening

Improve brand awareness

Use Hootsuite analytics - offers a variety of tools to help track your reach, conversions. You can also use this platform to see all your social media feeds, and schedule posts or tweets.

Reach new audiences

Gather how many likes and shares on pictures

Instagram

Look out how many one-to-one conversations are happening between the brand and the customer

SOCIAL MEDIA

Once information has been monitored the brand will be able to gather their online consumer behaviour

Monitor how many people are interacting with live stories

Monitor this on a weekly basis

Generate leads Being active on social media will allow the brand to stay on top of instagram trends Improve brand awareness

How many people are commenting and tagging friends on a picture posted?

Drive traffic

Google Analytics

Reach new audiences Generate leads

Figure 32 - Goshaâ&#x20AC;&#x2122;s show in Florence, Italy, at the Manifattura Tabacchi in June 2016

Figure 31 - Measuring the Campaign For Social Media, Twitter, Instagram and Loyalty Club

CONCLUSION To conclude, this report has thoroughly examined the current digital landscape within the fashion industry and how the new ‘digitally savvy’ consumer is demanding a seamless omni-channel experience that is consistent with messages across bricks and mortar and online (WGSN 2017). Through examining Gosha Rubchinskiys digital audit, it was apparent that the brand was not engaging well online through social media and e-commerce and currently doesn’t have an independent store. In the future, going forward with Goshas digital marketing strategy, I believe the brand needs to focus on evolving their digital technologies, as well as keeping align with creating bespoke experiences. This could be done through creating a ‘store of the future’, which would incorporate VR, AI technologies and customer data to keep the ‘generation Viz’ (LSN Global) consumer in touch and engaged with the brand. Consumers are increasingly demanding brands to understand them personally, through creating, convenient, consistent and personalized experiences (The Telegraph). This store of the future will excel in this, in which it will then grow Gosha Rubchinskiy as a brand.

Figure 33 - Gosha Rubchinskiy

APPENDIX. APPENDIX 1 PORTERS FIVE FORCES - Harriet Posner P.70 Porter’s five forces model highlights key areas of investigation that must be carried out in order to understand the specific nature of the pressures impacting on a business. This is a tool that can be used to asses pressures within a competitve business environment. Porter’s model identifies five forces that imapact the competitve power and profitability of a business within a particual indusrty.

APPENDIX 3 - PRIMARY RESEARCH - CONVERSE INTERVIEW

APPENDIX 2 AIDA - Marketing Communications Chris Hill P. 235

On my recent trip to Converse one star hotel, I interviewed one of the creative directors and asked as few questions about why he to create the hotel as a new marketing strategy.

Developed by Strong (1925), the AIDA model was designed to represent the stages that a salesperson must take a prospect through in the persoanl selling progress. This model shows the prospect passing through successifve stages of attention, interest, desire and action. This expression of the process was later adopted, very loosely, as the basic framework to explain how peruasive communication, and advertising in particular was though to work. - Awareness - Interest - Desire - Attention

Why did you choose to create a hotel that had all these different elements? “Consumers are now more demanding than ever, they are craving experiences that are digitally exciting as well as wanting to be apart of a community that make them feel they are important” Why did you choose someone like Leo Mandella to be your main face of the campaign? “Collaborating with Leo was a huge risk but it straight away proved to be very engaging and effective. Most millennial consumers look up to Leo and aspire to be like him. By informing consumers that he will be attending created a huge hype and it worked”.

APPENDIX 1 - PORTERS FIVE FORCE Digital impacts on a brand

What do you think brands need to do in order to attract the new upcoming millennial consumer? Brands need to think about being more creative and making their audience feel as a community and a family. Its not about the products anymore, its about the story behind them”.

BARGAINING POWER OF SUPLIERS

RIVALRY AMONG COMPETITORS

Barganing power of buyers Consumers have a greater bargaining power due to easy avaliability of information online as well as the accessibility. Have access to reviews and feedback on social medal channels.

APPENDIX 4 -BRAND PRISM GOSHA RUBCHINSKIY

Exclusive, stylish, cool, edgy, youthful pluck, sober nostalgia, streetwear, contemporary skaters, creative, artistic PHYSICQUE

Avant garde customer loyalty. High price/ high quality \

RELATIONSHIP

PERSONALITY

CULTURE

Influence and inspiration from the fall of the Iron Curtain, Russian street, and youth culture. That sense of an authentic connection between the past and the present is a constant throughout Gosha’s work.

THREATS OF SUBTITUTES

New substitute services that emerage can threaten the exlcusivity of an item. This can be replaced with digital technology or a digital alternate.

Another model for analysing brand identity is Jean-Noel Kapferer’s Brand Identity Prism, first introduced in 1992. Kapferer’s six-sided model aims to capture the complexity of brand identity. Physique- this equates to the essence of the brand as well as its pysical features, symbols and attributes. Personality- the character, attitude or personality of the brand. Kapferer believes a brand should have a unique personality. Culture - a brand has its own distinctive culture and brand values Relationship-This relates to beliefs and associations connected with a brand. what does the brand promise? Reflection - This is the idealized image of the consumer as reflected in brand advertising. Self-image - corresponds to the mental image consumers have of themselves when wearing the brand.

High quality products distinctive russian logo

THREATS OF NEW ENTRANTS BARGAINING POWER OF BUYERS

Barganing power of supplies can easily increase or decrease the rate of adoption of a digitally based model, depending on how that model will impact them.

Competitors in the current market are already tech-savvy and are preforming at a high standard using AI and VR. Due to the growth of digital technolog the barries to entering has been lowered

APPENDIX 4 -BRAND PRISM EXAMPLE - HARRIET POSNER P.160

Young and urban individual who take inspiration from skating and russian culture ‘no rules feeling’ trendsetter fashion consious

REFLECTION

SELF-IMAGE Trendy, avant-garde, individualism, confident, fashionable, unique, stylish, exclusive, distinctive, high social class

APPENDIX 5 EXAMPLE SWOT ANALYSIS - Harriet Posner p.102

APPENDIX 6 - KELLER’S BRAND EQUAITY MODEL EXAMPLE P.

APPENDIX 5 - SWOT ANALYSIS OF GOSHA RUBCHINSKIY

THREATS

STRENGTHS Gosha Rubchinskiy collaborates with many high fashion brands such as Nike, Fila, Adidas, Kappa and Topman Distinctive brand competitor Appeals to the younger generation

“Brand loyalty is the strength of the brand acquired over time through goodwill and name recognition (Vitez 2013), which leads to increased sales and higher profit margins against competing brands”

New brand Are not active on social media sites such as Twitter, Instagram and Facebook – where most consumers are involved with – online inventory is limited

No twitter account – very hard to deal with customer queries and complaints

Gosha has created a successful community of followers with their brand story of the Russian culture which influencer a lot of their consumers.

Gosha targets their clothing to mainly men – women take a lot of interest in street wear and can sometimes feel intimidated by brands that only target to a male audience

BRAND RESPONSE ‘Cool’ streetwear clothing A feeling of respect from peers. A sense of community once wearing Gosha

Brand has a sense of exclusivity which appeals to the millennial generation High quality clothing

Opportunity to target the younger generation more via online interaction through Instagram More digital advertising

“The purpose of a SWOT is to use the information to determine how to capitalize upon a companys internal strenghts. Using them to create opportunity and potential or to determine how stregnths could be best employed in order to overcome threats in the market. It is not always easy to assess internal weakness but facing up to issues that might be holding a business back is vitall important. Again the idea is to address weaknesses in order to ensure hat opportunity is not being missed”. Harriet Posner P.103

The CBBE model or the Brand equity pyramid is actually a pyramid which tells us how to build brand equity by understanding your customers and implementing strategies accordingly. If there is a connection between the brand and the consumer, it results in positive brand equity & has a better chance of acquiring and sustaining customers, thereby giving a huge advantage to the companies and products which are considered as “brands”.

THREATS Strong competitors such as Supreme, Palace, Bape Champion, Sussy, Carhartt who are among the street wear communities that create simple designed clothing.

Create more digital stores in order to keep up to date with the younger generation who are tech savvy

Some clothing products are expensive such as the Burberry collaborations

Increase online awareness and availability is a big opportunity for Gosha

Stores are in big cities which doesn’t target a big enough audience

Opportunity to create more memorbale, exlcuasive experiences

Other popular street brands are now collaboarting with more luxury brands e.g. Supreme X Louis Vuitton. Gosha need to be innovative with which brandsthey collab with in order to keep their brand identity

Create independant future stores that have digital elements to build brand awareness

RESSONANCE

Brand loyalty within some consumers who are aware of the brand identity of the Russian youth. Many consumers wear the products because of the social power they feel and pressures from peers.

Low brand awareness

Worn by influential celebrities such as ASAP Rocky, Kendall Jenner, Rita Ora and Kanye West

OPPORTUNITES

APPENDIX 6 - BRAND EQUAITY MODEL OF GOSHA RUBCHINKIY

By using the Brand equity pyramid or the CBBE model, brands know which strategies to implement and how to give the right experiences to their audience so that they create the WOW factor.

Create independant E-commerce website

known for its unique, unconvential clothing and high quality products

JUDGEMENTS

FEELINGS

A high social class feeling due to the exclusiveness of the brand and the way its assosicated with DSM.

BRAND MEANING

PERFORMANCE

IMAGERY

Popular brand that can create a sense of high social power and a community within fashion

BRAND IDENTITY SALIENCE

A Russian brand that has been inspired by the Russian Culture and youth. The clothing is a unique take on streetwear that is true to its identity. Collabs with tailored brands that align well with them

APPENDIX 7 - DIFFUSION OF INNOVATION - Harriet Posner P.125

APPENDIX 9 - Customer Pen Portrait Example Harriet Posner P.133

APPENDIX 8 - PAID, EARNED, OWNED MEDIA - Dave Chaffey P.11

Rogers identified five types of individuals classified by their propensity too adopt innovation. Innovators - a small percentage of people who inititate trends before others

A pen portrait is a short, written profile that describes the charactersitics and traits of a core consumer, representative of the target market. The protrait provides a composite picture of the target consumer, whcih should be built up using information gathered from primary and secondary market research. The portrait should present a realistic and factual description of the consumer demographic, age or age bracket, lifestyle, fashion style, brand preferences, purchasing motivation and attitude towards purchasing fashion. Make sure you define their age and genfer, describe their lifestyle social status and stage of life. You can list the brands that they wear or aspire to wear and indicate how much they spend on clothing.

PAID MEDIA

Early adopters- people who take up a trend in the early stages. This group accepts and embraces change and enjoys new ideas. Early Majority - represnts the main bulf of people who adopt a trend as it gathers momentum and begins to hit the mass market. Likely to take up a trend after they have seen it worn by others. Late Majorities- those who buy into a trend when it is already very well established and reaching its peak or beginning to decline. Laggards - these people do not take fashion risks and are the last people to catch on to a trend, usually when it is already too late.

APPENDIX 7 - DIFFUSION OF INNOVATION -Gosha Rubchinskiy

Gosha Rubchinskiys consumers are placed at the early majority as they tend to be generation Z who are ‘tech natives’. They have been brought up with the use of high-speed internet, smartphones and social media. They use different social media platfroms such as Instagram to share and express themselves, Twitter to get in contact with their brands and Snapchat to share real life moments. The early majority are constantly bombarded with so many marketing strategies, they need new strategies that get straight to the point in order to stay engaged. For the early majorities having a ‘community’ on social media is what attracts these individiuals. Gosha Rubchinskiys consumers also sit at the early majority as they are attracted to brands that offer experiences and are first to adapt the trend of digital technology.

EARLY ADOPTERS

EARLY MAJORITY

LATE MAJORITY

Pen Portrait Example

OWNED MEDIA

Jason Powell is a twenty-one-year old student stuyding architecture at Manchester University. Now in his second year of study, he has rented a student flat with three friends. In the holidays he lives with his parents in Windsor, about 50km (30 miles) outside London. Jason is entrepreneurial and aspires to set up his own design business. he already communicates online with young architects and designers aroind the world and has set up a blog with thoughts, sketches and ideas for his dream city. Jason says that his blog is “Like an ever-changing profile of who I am; it’s where people can see what I am like and follow my interests.”

EARNED MEDIA

To develop a sound digital strategy today involves understanding a more complex, more competitve buying environment than ever before, with customer journeys involving many different forms of online presence. To help develop a strategy to reach and influence potential customers online it[‘s commonplace to refer to three main types of media channels marketers need to consider today: Paid media: These are bought media where there is investment to pau for visitors, reach of conversations through search, display ad networs or affiliate marketing. E.g. traditional media print, TV advertising and direct mail Earned media: Earned medi ahas been the name given to publicity genertated through PR invested in argeting influencers to increase awareness about a brand. e.g. word of mouth, viral and social media marketing, blogs, communities, bloggers, influencers Owned media: This is media owned by the brand. Online this includes a companys own websites, blogs, e-mail list, mobile apps or their social presence.

LAGGARDS

APPENDIX 10 - Trio Of Needs - Consumer Motivation P.120

APPENDIX 9 - Customer Pen Portrait - Gosha Rubchinskiy Consumer

Some psychologists believe in the existence of a trio of needs: the needs for power, for affiliation and for achievement. These needs can be subsumed within Maslow’s need hierachy; considered individually, however each has a unique relevance to customer motivation.

Jack is an 18-year-old student who is currently in his first year studying Politics at London school of Economics. Leo is originally from Bristol where he lives with his two parents and little sister in a 6 bedroom detached house. He’s parents frequently send him money, which he then habitually spends on online shopping, technology devices and skating. Leo takes his education extremely seriously and is very eager to do well and succeed in life in hope to be a Digital Marketing Executive. Jack uses Snapchat maps to facilitate his social life as well as using it as a way of locating his friends and other people around him so he doesn’t have FOMO (fear of missing out). When Leo is with his friends he spends a lot of time hanging out and discussing with his friends about latest drops such as Supreme. Him and his friends are constantly disengaged with traditional advertising and instead seek for brands that have an unconventional way of marketing such as creating films and using social media as a platform to engage with them. Jack and all his friends are very fashion conscious and are very eager to stay on top of street wear trends in order to fit in to a certain type of ‘community’ that are often seen as a higher social power. They are obsessed with Instagram influencers such as Leo Mandella so they can follow what brands they are wearing. Jack usually visits Dover Street market as they offer incentives such as a unique retail experience as well as buying high-end brands such as Supreme and Gosha Rubchinskiy to then mix with luxury brands such as Burberry and Commes Des Garcons. As well as following influencers on social media, Jack uses Instagram to watch brands live stories of catwalk shows and films. He participates in Instagram polls to feel involved with brands and to feel like part of the ‘community’. He uses Twitter for one-to-one conversations and to find out when the latest ‘drops’ are happening. As Jack is always on the go he frequently purchases items through his phone using social media, as it is a quick and easy way to buy products instantly. As fashion is a huge part of Leo’s life he is part of online communities such as Basement Approved where there is a chance for like-minded individuals to come together to talk about the brand and to swap and sell clothing.

Power - Power needs to relate to an individuals desire to control his or her environment. it includes the need to control other persons and various objects. This need appears to be closely related to the ego need, in that many people expereince increased self-esteem when they exersice power over objects or people. Affiliation - Affiliation need is very similar to Maslows social need and suggests that behaviour is strongly influenced by the desire for friendship, acceptance and forbelonging. people with High affiliation needs tend to be socially dependant on others. Achievement - Individuals with a strong a strong need for achievement often regard personal accomplishment as an end it iself. The acheivement need it closely related to both the eoistic need and the self - actualization need.

APPENDIX 10 - Trio Of Needs Gosha Rubchinskiys Consumer

POWER

AFFILIATION

ACHIEVEMENT

Many of Gosha Rubchinskiys consumers invest in brands to feed ones ego and self-esteem. They buy certain brands to have a sense of higher social power.

Gosha Rubchinskiys consumers are extremely influenced by influencers and peers, they seek out to be accepted within society and have the desire to feel belonged within a society. They shop into brands such as Supreme and Palace as these brands are associated with have an exclusive ‘membership’.

Gosha Rubchinskiys consumer tends to have a strong desire for achcieveing a personal accomplishment and can buy into Goshas products for eoistic and self -actualizaton needs. They can achieve self-fulfilment by being looked up to by peers, which Goshas clothing does for them

APPENDIX 11 - Brand Poisiting map - Harriet Posner P.57

APPENDIX 11 - Brand Poisiting map - Gosha Rubchinskiy

APPENDIX 12 AIDA THEORY - SOCIAL MEDIA

AWARENESS - I will create attention by posting information about the loyalty club on social media apps

A positoning or perceptual map plots the relative positons of brands or products. Two key criteria are chosen, one for each axis. The polarities of each citerion are positioned at the end of the axis: this example shows pricing ranging from prestige to more affordable levels.

APPENDIX 13 - Decoding and Encoding Theory - Fashion Marketing Tim Jackson and David Shaw P.158

such as Instagram and by using the story tool to market to a larger amount of people. There will also be an email sent out to consumers, making them aware of the loyalty club

INTERESTS - - to keep consumers interested, there will be more social media posts and emails sent out

EXCLUSIVE

weekly to remind and entice individuals to sign up in order to find out more information. The brand will also be posting Instagram stories to make a wider audience interested in the loyalty club. “According to eMarketer, Instagram’s newly released advertising platform already generated $1.5 billion in 2016 alone”

DESIRE - The campaign is about targeting the generation who are seeking a digital experience, therefore

by creating an exclusive loyalty club that is limited to a certain amount of people it will create desire and a need to ‘want’ to be involved rather than just liking the idea of it. The digitally advanced skateboards that get you access to skateboard parks, and coffee shops will also create a sense of desire as individuals are craving a ‘community’ within brands. According to WGSN’s survey, British Luxury retailers believe this tactic: Help consumers feel special and different – especially when combating mass luxury offerings

ACTION– In order for the audience to take action by signing up to the loyalty clubs, it needs to guarDIGITALLY DISADVANCED

antee exceptional customer expectations by providing consumers with an integrated offline and online experience that tells a story. “Companies that put effort into creating a strong customer experience see higher revenue growth than their peers, showing the importance of prioritizing customer experience” (Forbes 2017). This is highly essential for the loyalty club to exceed customer expectations in order for a consumer to go ahead and fulfill the whole experience.

DIGITALLY ADVANCED

A model derived mainly from kotler et al. (2001) clearly illustrates the who two-way communication model. This model identifies key stages in the organised marketing communications between a brand and it’s consumers. It applies equally to advertsing and PR in circumstances where brands target segments with specific messgaes. The message content will depend upon the communication objectives.

APPENDIX 13 - Decoding and Encoding Theory- Social Media posts

INEXCLUSIVE In order to prevent any noise from getting in the way of the social media posts Gosha will be providing curated content that will help cut through all the noise and get consumers to see the message. Aditionally, the posts will be tailored well with Goshas consumer, by having a unique technique of posting the pictures in segments that will allow the consumer to get excited and hyped. Goshas posts will also be a place where consumers go in order to hear about a new product and avaliablity. The instagram posts will be have lengthy captions about the brands history and inspiration.

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PICTURES Figure 1 - Black and White Building estate. (2016). [image] Available at: https://www.pinterest.co.uk/pin/564146290805004261/ [Accessed 1 Feb. 2018].

Figure 18 - New Gosha Rubchinskiy Documentary Explores the Designer’s Powerful Influence on Russia’s Youth. (2017). [image] Available at: https://hypebeast.com/2017/7/gosha-rubchinskiy-global-street-style-documentary [Accessed 12 Feb. 2018].

Figure 2 - Gosh Rubchinskiy. (2016). [image] Available at: https://hypebeast.com/the-hypebeast-hundred-2014/gosha-rubchinskiy [Accessed 1 Feb. 2018].

Figure 19 -Gosha Rubchinskiy Screenshot Avaliable At: http://london.doverstreetmarket.com/dsmpaper/collections_ss18/gosha_rubchinskiy.html [Accessed 20th Feb. 2018]

Figure 3 - Gosha Rubchinskiy Will Release ‘Youth Hotel’ Book With Dover Street Market. (2015). [image] Available at: https://hypebeast.com/2015/10/gosha-rubchinskiy-photo-book-dover-street-market-ny [Accessed 6 Feb. 2018].

Figure 20- Primary Image, Gosha Rubchinskiy Retail Environment [Accessed 20th Feb 2018]

Figure 4 - Gosha Rubchinskiy Is Launching a New Skate Brand Called PACCBET. (2016). [image] Available at: https://www.highsnobiety.com/2016/09/15/gosha-rubchinskiy-paccbet-skate-brand/ [Accessed 6 Feb. 2018].

Figure 21 - Gosh Rubchinkiy Instagram Example. (2018). [image] Available at: https://www.instagram.com/gosharubchinskiy/?hl=en [Accessed 23 Feb. 2018]. Figure 22 - Gosh Rubchinkiy Russian Routh. (2016). [image] Available at: https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=2ahUKEwjwy8zM5djZAhVUOMAKHV38AiUQjxx6BAgAEAI&url=http%3A%2F%2Ffr.traxmag.com%2Farticle%2F37490-gagarin-party-la-folle-histoire-de-la-premiere-rave-geante-apres-la-chute-de-l-urss&psig=AOvVaw0iLvGkn3AFm86Qb5mLf8cQ&ust=1520463193386341 [Accessed 30 Feb. 2018].

Figure 5 - Gosh Rubchinkiy clothing detail. (2017). [image] Available at: https://www.pinterest.co.uk/pin/421508846368025377/ [Accessed 7 Feb. 2018]. Figure 6 - - Rachael Arthur (2018). Pre Industrial, Post Industrial Revolution, Rachel Arthur Lecture 2018. [image] Available at: https://blackboard.soton.ac.uk/bbcswebdav/pid-3752808-dtcontent-rid-3519356_1/courses/ARTD2088-32719-17-18/WSA-day1-landscape.compressed.pdf [Accessed 7 Feb. 2018]. Figure 7 - Primary Image, Converse One Star Hotel, Green DJ booth [Accessed 17th Feburary]

Figure 23 - Gosha Rubchinskiy Does Sensitive Russian Lad For SS17 Read more at http://new.oystermag.com/gosha-rubchinskiy-does-sensitive-russian-lad-for-ss17#ylIURwoSFxLA1pLt.99. (2016). [image] Available at: http://new.oystermag.com/gosha-rubchinskiy-does-sensitive-russian-lad-for-ss17 [Accessed 26 Feb. 2018].

Figure 8 - Primary Image, Converse One Star Hotel, Yellow Digital TV [Accessed 17th Feburary]

Figure 24 - The Stratgey Plan Objectives [Created 23rd Feb 2018]

Figure 9 - Primary Image, Converse One Star Hotel, Yellow Digital TV [Accessed 17th Febuary]

Figure 25 - Primary Image, Gosha Rubchinskiy Image Trace Using Illustrator [Created 23rd Feb 2018]

Figure 10- ASOS SS 2015 Lookbook by Gosha Rubchinskiy. (2015). [image] Available at: http://vslmag.com/en/asos-ss-2015-lookbook-by-gosha-rubchinskiy/ [Accessed 8 Feb. 2018].

Figure 26- Gosha Rubchinskiy Digital Marketing Strategy Timeline [Created 17th Feb]

Figure 11- Primary Image, Gosha Rubchinskiy Image Trace Using illustartor [Created 19th Febuary]

Figure 27 - Primary Image, Gosha Rubchinskiy Tech Enabled Skateboards Using Illustrator [Created 24th Feb 2018]

Figure 12- Primary Image, Gosha Rubchinsiy Image Trace Using Illustrator [Created 19th Febuary]

Figure 28 - Primary Image, Gosha Rubchinskiy Loyalty Club IPhone Mock up Using illustartor [Created 25th 2018]

Figure 13 -Russian Youth Through the Eyes of Gosha Rubchinskiy. (2016). [image] Available at: https://www.fwordmag.com/single-post/2015/10/19/Russian-Youth-Through-the-Eyes-of-Gosha-Rubchinskiy [Accessed 9 Feb. 2018].

Figure 29 - Primary Image, Gosha Rubchinskiy Instagram Tailored Content Using Illustrator [Created 26th Febuar 2018] Figure 20 - Primary Image, Gosha Rubchinskiy Twitter Strategy Proposal Using Illustrator [Created 26th Feb 2018]

Figure 14 - The dA-Zed guide to Gosha Rubchinskiy. (2016). [image] Available at: http://www.dazeddigital.com/fashion/article/31582/1/the-da-zed-guide-to-gosha-rubchinskiy [Accessed 10 Feb. 2018].

Figure 31 -Primary Image, Gosha Rubchinkiy Twitter hashtag Mock Up Using Illustartor [created 27th Feb 2018] Figure 32 - Arcaro, V. (2015). Get to know Gosha Rubchinskiy SS16. [image] Available at: http://www.dazeddigital.com/fashion/article/25237/1/get-to-know-gosha-rubchinskiy-ss16 [Accessed 8 Mar.

Figure 15- Burberry Reveals Official Gosha Rubchinskiy Collab Lookbook Photos. (2017). [image] Available at: https://www.highsnobiety.com/2017/06/11/burberry-gosha-rubchinskiy-lookbook/ [Accessed 11 Feb. 2018]. Figure 16- Gosha Rubchinskiy Facebook Community (2018) Avaliable at: https://www.facebook.com/gosharubchinskiyy/ [ Accessed 12th Feburary] Figure 17 - Gosha Rubchinskiy Facebook Community (2018) Avaliable at: https://www.facebook.com/gosharubchinskiyy/ [ Accessed 12th Feburary]