FASHION AND NEW MEDIA
AL KAFI
CIOLLI
McGOWAN presents
PARK
THE BRAND
Tory Burch is a brand of woman’s clothing, accessories and perfumes founded in 2004 in Manhattan, N.Y. She is the designer and CEO of the brand. In a short time she has created a multimillion – dollar lifestyle brand based basically on her. She has always taken inspiration for her collections from her parents that influenced her tastes. We can define the brand as a classic American sportswear inspired from the 50s, 60s and 70s fashion, based on simple shapes with printed fabrics and embroideries that make them special. She projects not only her taste as a designer but she has created a brand based on her real life “My company is an extension of me, so when I designed my stores. I wanted people to feel that they were in my home.” – Tory Burch (Voguepedia, 2014).
THE BRAND
The power of Tory Burch in building a brand with a turnover of US $ 975.8 Million (€ 711.68 million) is the fact that she is in the shoes of a marketer before a designer. Forbes, (2014). Tory Burch Her knowledge in business, in developing a fresh web approach and the fact that she is the CEO of her company is the reason of the success for a brand relatively new as it is. All products have her family’s name as the famous for example the Reva ballerina (her mother’s name).
TARGET Tory Burch’s target is inspired from people around her: friends, family and women around her age. They are fashionable, chic and well-dressed women that in anyway are not willing to buy expensive luxury brands. At the beginning her style was more oriented toward women between 30 and 50 years old. As soon as she expanded her web strategy and she provided her famous items to young series such as Gossip Girls, the target has moved to younger consumers. “She had 14 year old girls coming in with their mothers and even grandmothers to purchase her classic Reva Ballet flat or even an outfit they had seen on Gossip Girl the night before.” (Storify, 2014)
COMPETITORS
Competitors, in terms of the same market segment offering similar style products in similar pricing points, their websites are analyzed compared to each other and with Tory Burch
TORY BURCH WEBSITE
BENCHMARK ANALYSIS
CONTENT OFFER
INTERACTION SOCIAL MEDIA INTEGRATION
• • • • EASE OF USE FIRST IMPRESSION
Tory Burch MICHAEL KORS Kate Spade MARC BY MARC JACOBS
MARKET POSITIONING
Tory Burch is positioned as a contemporary accessible luxury brand inside the fashion industry. Since the beginning she managed to reach a notable amount of clients with her iconic logo on some products such as ballerina flats or the Reva bag. Using the right promotion in the right place the brand is perceived as a high bridge desirable brand.
ONLINE PRESENCE
ONLINE PRESENCE Mobile App
google+
tumblr
youtube
google keyword search
ONLINE PRESENCE banner
ONLINE STRATEGY An Identity Based Eco-System #desire Why do people use social networking sites? To showcase their own identity, smart companies, such as Facebook, are already taking advantage of the Identity Based Eco-System. The digital world of tomorrow, be it consumer or business, will revolve around the individual identity and harness the idea that identity is the primary desire. (Forbes 2014) F-commerce - social shopping “We believe that social shopping, or F-commerce as everyone is calling it now, is the future of ecommerce. The demographic skews younger on Facebook compared to our core customer, so we see it as a really important way to connect with that consumer. We're embracing [Fcommerce] with our Facebook shop and our exclusives early on so we can learn quickly” (Miki Berardelli, CMO, Tory Burch)
ONLINE STRATEGY Besides being present in all the social media activities for the brand Tory Burch, the designer communicates to her customer on a very personal level sharing not only brand inspiration but also personal influences and tips sharing more of her life than most designers. She is seen also as a celebrity and role model conveying her thoughts and feelings. From this she receives an equal interaction back from her customers / fans.
ONLINE TREND / ENVIRONMENT
Nowadays people spend most of their time online searching for content, visual content and videos are the big part of it. Watching videos on streaming websites or youtube are becoming more common in our daily routine for many web users. Video = Device Agnostic Video continues to become device agnostic. From a business standpoint, online video will continue to play a bigger role in the digital space.
ONLINE TREND / ENVIRONMENT
As video content has proved to be a successful player in the online environment we want to go into more depth and elaborate the possible use of this content in the fashion industry. Only about 24 percent of national brands are using online video to market to consumers. (Kantar Media: 2014) Online video users are expected to double to 1.5 billion in 2016. (Cisco: 2014)
ONLINE TREND / ENVIRONMENT
Recent studies show that video watching on computers make up 56% of the methods of watching tv series in a household. And with internet Tv becoming the next revolutional trend for TVs there is more potential for videos on streams to be viewed
(www.corporate.discovery.com)
VIDEO CONTENT MARKETING
Why Online Video Is Vital For Your Content Marketing Objectives #1: The Fusiform Facial area makes us pay attention to faces – this is an actual brain function that hard-wires us to use the human face as a gathering point for information and believability. #2: Voice conveys rich information – yes, the simple sound of a human voice speaking to us has an amazing way of converting information into meaningful content. #3: Emotions are contagious – here’s a subtle but powerful aspect that we may take for granted. The body language of emotions is an appealing and we naturally love to share. #4: Movement grabs attention – another trait that runs deep in our collective anthropological DNA is the power of peripheral motion. Since the stone age, we’ve survived by noticing things in motion – looks like we still do! Rosensteele: 2013
VIDEO CONTENT MARKETING
52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo : 2014) 76 percent of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration. (Social Media Examiner: 2014) 2 billion video views per week are monetized on YouTube, and every autoshared tweet results in six new YouTube browsing sessions (ReelSEO: 2014) More than 1 billion unique users visit YouTube each month, spending more than 4 billion hours watching videos (YouTube: 2014)
VIDEO CONTENT MARKETING
Text based content is a onedimensional medium; whilst you may be able to write about anything you want the true depth of emotion cannot be translated. Body language communicates more information than what can be communicated through writing. It is all about the implication of the and the message which is being transmitted from user to viewer.
INTRODUCTION
Tory Burch explains her social media strategy http://youtu.be/vmZLtOglKS0?t=40s
WHAT IS the sTory?
Due to the strong presence of Tory Burch on social media and to the link that she has created with her consumers, we have thought to realise a web series that tells the entire story of the designer. She has always wanted to have the client inside her world, promoting a brand inspired from her family and her culture. Shops are the reproduction of her wardrobe; her blog tells her childhood and places that she loves to visit. She shares her passions, her inspirations and her emotions through the web site.
WHAT IS thesTory.com?
The idea to create web series where she will directly speak of her, telling ‘the sTory” is the result of a detailed analysis on the brand’s motif and of the habits of the designer and her approach to the market. For this reason we want to include a live chat that will give the opportunity to share comments and impressions worldwide from all Tory’s lovers.
This kind of consumers’ approach is totally new in the fashion system. In any case it totally fits with Tory Burch’s view of the web media progress; she makes of her knowledge about the web her point of straight and innovation for her business, experimenting all the possible tools of connection with the final consumers. The web site layout is strong and even more integrated in the social and blog, the next step is something always more impressive and this is the beginning of “the sTory”.
TONE OF VOICE
Tory Burch discovered early on that social networks were not just used as a form to market your brand but also a place where you could feature offthe-cuff comments that would be the most compelling in order to share personal experiences where that involves experiences with the family or days out searching for fabrics. It is through these conversations that she was able to form a friendship with her customers. (Adapted from Indvik: 2011)
Therefore, our strategy is to enhance this ‘commenting’ ability of consumers By integrating it with video watching Providing a Live chat with Tory Burch during the live streaming of her series.
OBJECTIVES
Our main objectives of the project are to deliver an emotional connection between the brand Tory Burch and their present and future customers by increasing brand awareness through a new digital channel.
- Reinforce brand DNA through the core values of the brand Tory Burch managed to create a friendly engagement with their customers through social media etc. we want to reinforce a better strategy with a new service. - Enlarge target consumers With the new media approach we are targeting a wide section of people who can become a client in future (The Consumer Funnel) - Provide a new streaming website experience Content Video Marketing, livechat etc. - Offer an unique and innovative approach for a fashion brand
PERSONAS
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Ashley is 23 years old student. She wakes up in the morning around 8:00 depending on her university schedules. The first thing she does is checking notifications on her smart devices. While she´s eating breakfast, she opens her Facebook page and Instagram, meanwhile she is chatting with her friends on Whatsapp. While she’s on the tram she jumps between her social media. She is constantly connected throughout the day talking to friends, family and updating info. Having her laptop with her she has time to spend even on blogs and fashion websites. After she finishes to study, she spends the afternoon chatting with her friends outside while they do their manicure at the salon or they are shopping. She loves to spend her free time at home watching series on streaming sites almost everyday and she has a secret group on facebook, where she shares comments on it with her friends. The view of the TV series she watches are Girls, Pretty Little Liars, Suits, FRIENDS, Gossip Girls, The Big Bang Theory, Revenge, Hart of Dixie, The Originals.
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Emma is 38 years old. She wakes up in the morning around 7:00. While she is having breakfast, she does a Facetime call to her sister and opens her Facebook page and checks out the latest news on her timeline. All this is done before going to work. While she is working she does not pay much attention to socials media. During the breaks and lunch she connects to facebook, whatsapp, Toryblog and fashion websites to follow latest trends. As soon as she comes back home, after the gym or the aperitif with some friends, she has dinner with her family and then she switches on her Mac to watch her favourite series with her husband or alone. She follows certain kinds of series in precise days such as scandal, Sex and the city, Madman, Grey’s Anatomy and Modern family.
WHAT IS thesTory.com?
WHAT: 8 EPISODES every season: 20 min WHERE: They will be displayed via a stream on thesTory.com web site. The name “The sTory” will be on the leaderboard and in the meanwhile the live chat, with Tory, will start in real time. After 30 minutes from the end of the episode it will be available on the other channels: YOUTUBE and TORY SOCIAL. WHEN: It will start during the fashion weeks in NY, LONDON, MILAN, PARIS February (Fall/Winter) September (Spring/Summer) 1 episode per week every Tuesday 9:00 PM EDT HOW Protagonist: Tory Burch Guest: Famous guests: VIP Others: her team, family and friends.
THE STORY : CONTENT Strategy of the choice in cast picks and the content material ‘the sTory’ is all about entertaining and creating a bond with Tory’s existing fans and future fans online in a ‘FUN’ way. Our choices of guest star casts will influence the type of viewers of our videos Therefore, with the correct choices of guest stars considering their reputation and followers we will be able broaden our target accordingly. Their appearance on ‘the sTory’ episodes can lead them into promoting on their own personal social medias where their followers and fans have the potential to be notified of the show. Along with the carefully chosen guest stars the content of the video will be structured in a way to create a stronger image of Tory’s presence in the fashion world and maximum exposure of the collection is a favourable way to encourage purchases. There will be entertainment as well as helpful and educational content in the video in order to create appreciation and interactivity with each episode.
thesTory.com Season 1
thesTory.com Season 2
STORYBOARD
DIGITAL STRATEGY owned media : WEBSITE
DIGITAL STRATEGY owned media : FACEBOOK
DIGITAL STRATEGY owned media : TUMBLR / TWITTER
DIGITAL STRATEGY paid media : www.style.com
DIGITAL STRATEGY paid media : www.style.com (Skin domination)
DIGITAL STRATEGY paid media : VOGUE.COM (skin domination)
- VOGUE (2,212,524 visits per month) video will play on the opening of their homepage - Advertising will start 2 weeks before the releasing of the first episode.
ONLINE PROMOTIONAL TOOLS
The popularity of streaming TV series on legal streaming sites in the USA
DIGITAL STRATEGY paid media : SPOTIFY
DIGITAL STRATEGY paid media : CW – streaming website
Advertising on selected relevant TV series in order to communicate to the right target Eg. America’s next top model watchers are more likely to watch thesTory episodes
DIGITAL STRATEGY (paid media)
More examples for online TV streaming sites
DIGITAL STRATEGY (earned media)
FEASIBILITY ANALYSIS s.w.o.t for thesTory.com STRENGTHS
WEAKNESSES
- Pioneers in the use of web series for a fashion brand - The first fashion brand in this digital channel - Video is entertainment and favorable content - Our videos will create more traffic on our homepage - Well settled and strong presence of the brand’s social media is an advantage for communicating the video - Creates more consumer interactivity with Tory Burch through Live chat
- The need for sufficient internet to stream the video - Videos can only be seen online - The video content could not be of interest to certain consumers - Web series are a new approach not yet familiar to the consumers - In certain countries it is forbidden to stream videos online - Language barriers - Time difference for the live chat
OPPORTUNITIES
THREATS
- The potential to reach a new target online that we cannot reach with offline activities - Further video cast collaborations of consumers interest and requests - Streaming on internet TV in the further on TV channels
- Competitors can easily copy the idea and produce videos for their brand - Rising cost of internet
MEASUREMENTS Measurement tools after launching of thesTory.com - Google analytics - The conversion rate - The bounce rate - The number of views and shares - The increase of Social media follower - The number of impressions from advertising
Their current Website Figures from Wensitescale, (2014)
CONCLUSION MAP thesTory.com
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Thank you
AL KAFI
CIOLLI
McGOWAN
PARK