dENIT ROZNER 1202800 EFMM6003 Final Major project marketing book
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CONTENTS 4 strategy outline
8 social media teaser
13 mobile app 16 18 20 22
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home page label scanner snap and find mycos
34 pop-up stores 34 key features 35 snap and scan 36 lounge area
38 catwalk show 40 42 44
social media fashion show interactive runway
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MARKETING STRATEGY OUTLINE
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Strategy Outline
Social M • Abs • Pos Social Media Teaser 1
Social Media Teaser 2
1 Month before Pop-up opening and collecion unveiling
Social M • Pop • On has
Catwal • Op • Slig eve
1 Week before Pop-up opening and collecion unveiling
Catwal • Pub • Inte • First Catwalk Show Announcement
Catwalk Show
3 days before Pop-up opening and collecion unveiling
Pop-up launch
App Launch
Pop-up • All p • List web • Pop to t • Item • Ga med
App La • App • Cus lery Collection Launch
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2 weeks after official unveiling
Collecti • Two • List
Strategy Outline
Social Media Teaser 1: • Abstract fabric,shape and print images. • Posted bi-weekly on Facebook and Instagram with #COSTouch caption Social Media Teaser 2: • Pop-up stores exterior. • One post a day for seven days including a countdown and the COS Touch hashtag. Catwalk Show Announcement • Open invitation posted on Social Media • Slightly vague, features time and place without further explanation to actual event Catwalk Show • Public Catwalk Show show at the Serpentine Galleries • Interactive catwalk featuring IBeacon Technology • First view of the Touch Collection Pop-up Store Launch • All pop-up stores will open on the day of the show • List of pop-up stores will be posted on social media as well as online on the COS website the day of the launch. • Pop-up stores will be launched on the same day as the Catwalk, 2 weeks prior to the collection launch and will stay open one week after the launch • Items will be displayed in the form of an art gallery. • Garments can be tried on through Virtual Fitting Rooms and shared on social media outlets App Launch • App will be promoted at the pop-ups as well as at the Fashion Show. • Customers will be encouraged to download it to be able to interact with the Gallery as well as the Runway. Collection Launch • Two weeks after initial unveiling • List of selected stores will be available online and through the App 7
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SOCIAL MEDIA TEASER
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Instagram Teaser
Instagram Teaser Teaser 2
Teaser
Teaser 2
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Teaser 1
Tease
Facebook Teaser
Facebook Teaser Teaser 1: Abstract fabric/shapes/textile print Teaser 2: Pop-up stores exterior. Teaser 1
Teaser 1
Teaser 2
Teaser 1
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MOBILE APP
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Mobile App
The new COS app
NOTIFY ME NEW ITEMS
SALE
PROMOTIONS
EVENTS
The browsing option in the COS Touch portal Option to toggle on/off push notifications on the MyCOS account
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Mobile App
SIGNE 100% Merino Wool All fabrics coming from animal hair Are better to be hand washed in cold water and mild detergent or shampoo and dried flat.
BROWSE COLLECTION mEET THE TEAM
Wash cold. Iron on low heat. Do not tumble dry. Do not dry clean
FABRIC DETAILS
iTOUCH
Care instructions showed when the care label’s QR code is scanned The COS Touch portal offering several interactive option
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Mobile App
HOME PAGE
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Mobile App
HOME PAGE
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Mobile App
LABEL SCANNER
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Mobile App
LABEL SCANNER The new COS garments will feature a scannable QR code that offers fabric information and care instructions for ease of access and additional information
Stal 100% Silk Smooth non-slippery fabric finish with high shine. One of the strongest natural fibers. Some some fabrics are naturally elastic. Cool and warm weather and warm in cold weather. It is susceptible to static cling delicate and mostly not machine washable, may cause heavy shrinkage. Colors may fade if exposed to direct sunlight. Mostly dry clean only.
CARE INSTRUCTIONS
SIGNE 100% Merino Wool All fabrics coming from animal hair Are better to be hand washed in cold water and mild detergent or shampoo and dried flat.
Wash cold. Iron on low heat. Do not tumble dry. Do not dry clean
FABRIC DETAILS
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Mobile App
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BUY
BACK
BUY
BACK
Mobile App
SNAP & FIND The new COS app will feature a Snap & Find option. The customer can scan anything from fabric, to color to garments. The app will analyse the image and scan the entire COS collection to offer the items most closely resembling the scanned image. This is to offer ease of access in finding specific colors or shapes opposed to browsing through the entire online shop.
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Mobile App
MY COS My COS is a feature allowing the customer to create an account on the COS app. The account can be used to offer customers the option to save items that they are undecided about in the gallery. If a saved item is on promotion or low stock, the customer will be informed. It also offers the option to be sent push notifications in the event of sales, promotions events or new items. This is fully customisable and notifications can be toggled on and off. This option also allows the brand to receive and analyse data such as customer purchase habits and preferences.
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Mobile App
MY COS
MY COS
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Mobile App
MY COS
NOTIFY ME NEW ITEMS
SALE
PROMOTIONS
EVENTS
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Mobile App
MY COS
sAVED ITEMS
Low stock
SALE
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Mobile App
TOUCH PORTAL
BROWSE COLLECTION mEET THE TEAM iTOUCH
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Mobile App
TOUCH PORTAL
iTOUCH
SAGA
Feature videos
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PRE-ORDER care details
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Mobile App
TOUCH PORTAL The browsing option on the COS Touch portal for ease of access in viewing the capsule collection
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Mobile App
TOUCH PORTAL Meet the team: In-depth information on the collaborating artists including biography, videos and interviews
Meet the Team Anne Holtrop
Poetic Lab
Lucy Merriman
Anne Holtrop Graduated cum laude in architecture from the Academy of Architecture in Amsterdam in 2005 and is currently based in Amsterdam and Bahrain. His work ranges from models to temporary spaces and buildings. This year the first two major buildings: the Museum Fort Vechten and the National Pavilion of the Kingdom of Bahrain, will open. He is course director of the master Studio for Immediate Spaces at the Sandberg Instituut
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POP-UP STORES
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Pop-up Stores
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Mobile
Pop-up Stores
Pop-up stores Date: • Will open on the day of the Runway Show. • Estimated 23 / 02 / 2016
Place: • 11 carefully selected key cities around the world. • Placed in hip neighbourhoods with high footfall
Purpose • • • •
Showcase COS Touch collection Create word-of-mouth Raise excitment for the capsule collection Create social media engagement through the various interactive features • Allow customers to get a first look at the items. • Encourage use of new mobile app • Generate free publicity and press
EUROPE
LONDON PARIS BERLIN MILAN AMSTERDAM
U.S.
L.A. NEW YORK
ASIA
SEOUL HONG KONG SHANGHAI TOKYO
33 Mobile App
Mobile App
Pop-up Stores
Key Features Overview Virtual Fitting Rooms TV Screens Help Counter
Display Cases
Photo Booth
Intera
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ns
Pop-up Stores
snap and scan Customers are able to interact with the displayed items due to IBeacon technology. The feature,which can be used via the COS mobile app enables each display case to send a signal with relevant information to each item displayed. It is an interactive way for customers to pre-order the garments as well as find out information regarding price, artist feature videos talking about the collection and care details.
Interactive display cases for customers to view collection and use their phone to find out more details and pre-order collection.
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Pop-up Stores
Photo Booth
Artist feature videos
campaign images
How to use point & scan using the COS app: 1. Download COS app 2. Open the Touch portal using the touch icon 3. Point phone at garment 4. Enjoy!
runway show replays
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snap and scan instructions
Pop-up Stores
Lounge area
Virtual Fitting Rooms
Photo Booth • Customers receive 10% off regular COS collection in-store if they share their photo on social media. TVs • Artist videos • Campaign Images • Runway show replays • Snap and Scan instructions
ges
Share pRE-ORDER
Virtual Fitting Rooms • Customers can virtually try on the Touch collection • Customers can preorder their favorite pieces • Favorite looks can also be shared on social media.
ons
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CATWALK SHOW
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Catwalk Show
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Catwalk Show
social media announcement The Fashion Show will be announced starting 3 days prior, on Social Media. The announcement will be slightly vague with the purpose of preserving secrecy of the caspule collection until the official unveiling.
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Catwalk Show
Fashion Show
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Catwalk Show
Public Access: • Fashion show will be outdoors and open to everyone.
Location • The Serpentine Galleries is the ideal location. • An art gallery is appropriate due to the artist design collaboration. • COS has also been supporting the Serpentine galleries for several years and has previously collaborated with them • On the premise of the past and future collaboration between the Serpetine Galleries and COS,the venue hire will be free of charge
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Catwalk Show
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Catwalk Show
snap & scan - Interactive runway
The runway show will be interactive. Through the Touch portal on the new COS app, with the help of IBeam technology, guests will be receiving real-time information about the products on the runway. The portal offers basic information such as price and name as well as the option to further browse care instructions, videos about the design process and artist collaboration and the option to pre-order the garment. The aim of this is to create an immersive experience for guests as well as to promote the new app and encorage guests to download it on their smartphones.
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