TH e Mass Market Social Media Strategy
Elisha Eardley
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Co n t e n t s Figure 3
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Executive Summary
04 05 06 07
PESTLE Analysis
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Case Study - topman
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bibliography
Summary Of The Key Topic Main body of the report - Definition of the sector - Sector performance - Key players and leaders
Portas 5 Forces Case Study - Nike Case Study - asos
effects on the consumer swot analysis Conclusion recommendations
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Executive Summary
The mass market social media strategy, what does this mean? Social media is one of the biggest influencers for all ages of our time and it is continuing to evolve as technology does. This report will observe and analyse how mass market brands use social media as a way of marketing and promotion. Primary and secondary research will be carried out through the whole report as well as a pestle and swot analysis and also portas 5 forces. Looking at three brand case studies and consumer behaviours will also present more knowledge on the sector and topic. Mass market retailers rely heavily on social networks to advertise and promote their brand to gain more consumers. “Social media binds together communities that once were geographically isolated, greatly increasing the pace and intensity of collaboration� (Holt, 2016). Everything consumers do and everything they see is all documented onto these networks so it is essential for retailers to use these platforms for marketing purposes and make a name for themselves in the public eye. From the whole report, it is clear that social media is one of the most important marketing strategies for any fashion retailer, not only to showcase new products and collections but to gain a larger following and more loyal consumers. Social media is one social hub for the world, it is how people communicate and document what they want to be seen. Technology is forever evolving, so social media networks can continue to grow and become an even better platform for everyone.
Summary Of The Key Topic Hope (2016) suggests that it is difficult to know whether or not direct sales are linked to social media, but retailers who constantly engage with it tend to have and are growing their online sales more rapidly than competitors who lack knowledge in the social platforms. Whenever we access social media there are constant pop ups and adverts, different videos and links to access, so consumers are more aware of the social media marketing strategy that retailers are using to get attention. “Every opportunity you have to syndicate your content and increase your visibility is valuable” (Demers, 2014). Demers (2014) also suggests that brands who have a strategic social media plan could successfully morph consumers into being more brand loyal.
Even though millennials and generation Z have been engulfed with social media most of their lives, there is also a change in how generation X and babyboomers use social media. In fact, “41% of millennials use Facebook everyday, however, Facebook was found to be more popular with non-millennials” (Friedman, 2016, P.1).
Retailers are now using influencers and bloggers as a way of marketing to generate more sales and popularity and to also target a certain demographic. For example, Topshop have used well known supermodels like Taylor Hill and Cara Delevingne for campaigns and online giant Missguided have collaborated with fashion bloggers Sarah Ashcroft and Carli Bybel. The authors research shows that 56.67% of 90 people surveyed said they follow influencers, bloggers and celebrities on social media, and what was more interesting was that 31.11% said that they would be more persuaded to buy an item of clothing if they saw a celebrity post the product on social media.
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Definition of the sector
Marketing is not the art of finding clever ways to dispose of what you make. it is the art of creating genuine customer value.
Philip Kotler
The mass market is products that are affordable and can be produced in large quantities. Business Dictionary (n.d) expresses that it is a market in which goods are available to every customer through mass retailers, and also independent stores. Goods are designed and manufactured in large volumes in aim of being sold to a high number of consumers.
Sector performance As a generation of demand, we expect fast service, malleability in design and quality and the desire for low cost products. Retailers are constantly forced to maintain high sales to keep up with rivals in this challenging market. Performing successfully and constantly in the mass market is key for retailers as consumers crave the latest trends. “The Boston Consulting Group (BCG) said that the mass fashion market has always been highly fragmented with many players and new entrants enjoying strong growth and gaining share and other companies declining or exiting the market� (Fashion Network, 2016).
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Looking at the global picture is important as the majority of goods and resources are imported from the foreign market. There is a growing concern about ethical issues as Thomasson, (2014) states consumers are becoming more aware of poor working conditions in Asian factories and toxic chemcials used in fabric production. “The collapse of an eight-storey garment factory in Bangladesh last April that killed more than 1,100 people, drew global attention to the perilous conditions endured by many workers in Asia’s garment industry, which supplies big Western retailers�, (Thomasson, 2014).
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The mass fashion market is an extremely fast paced turn around when it comes to trends. Fast fashion is what the mass market thrives on. Even though there is a lot of competition engulfing brands, they know their consumers well and know what they want to see. Leob, (2015) states that Zara, a leading brand, has been a groundbreaker, in bringing new fashions, new designs and new ideas quickly into it’s stores. Zara performs well, as the brand has their own distinctive identity that stands out from other rivals. Fast fashion is all about moving quickly, for example, “companies like H & M and Forever 21 have also turned fast fashion into big business. Their consumer appreciates a “new look” that can be worn for the moment and views the merchandise as a temporary treasure; not something you will keep forever” (Leob, 2015).
Key Players And Leaders
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Missguided have recently branched out to brick and mortar. McGregor, (2016) explains that the store has been designed to appeal to the snapchat generation and incorporates, Instagram-worthy and emoji inspired décor. The store is surrounded by what designers call ‘jaw-to-the-floor shareable moments’, with catchy slogans distributed around to mimic the social media-driven rhetoric of the younger people.
Political
Technology
Brexit will greatly effect the partnership and free trade within the European Union and the exportation of goods.
Using social media is an easy way for brands to target high volumes of consumers or a certain demographic.
Unemployment has fallen meaning more people employed and more job opportunities available.
Online shopping and e-commerce is rising as consumers find it a quicker and easier way of purchasing products.
ECONOMIC Tourism benefits the fashion mass market positively, adding more sales in the UK. More units sold means more money for the workforce and more money for the retailers. Rising inflation and low wages effect the consumer spending power.
PESTLE
Legal Consumers are becoming more aware and concerned about the treatment of workers in Asian factories. Fast fashion brands offer low cost clothing, as they have sourced it cheap from over seas, however workers in these countries are demanding higher wages.
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SOCIAL Consumers want Instant gratification in high quality and on trend fashion for affordable prices, as well as wanting speedy delivery. Mass market retailers have to know about various consumer lifestyles, including knowing working patterns, occupation, gender, age and affordability.
Environmental Natural disasters such as earthquakes and hurricanes impact the mass market negatively as factories are damaged, resulting in loss of stock aswell as lives of the workforce. There is a growing concern about how and where fabrics are being sourced, which is impacting the environment negatively.
It is clear that Brexit will have a negative impact on the fashion industry in the mass market. “A weak pound and uncertainty about new tariffs could mean major challenges for UK-based businesses, which often source fabrics and produce in other parts of Europe” (Storey, 2016). Brexit will also affect travel and immigration, making it difficult for Brits to leave the country and foreign consumers and fashion talent to enter the UK. “Millennials will continue to lead the way in the e-commerce and mobile space and the shopping app fever is set to spread to every retail area, so it’s time to catch up. With consumers spending 89% of their time on media through mobile apps, it’s no longer something that can be ignored” (Cecilio, 2015). Environmental issues are becoming more prominent within the industry, including natural disasters which impact lives as well as the fashion industry. Some disasters that have happened have been down to poor working conditions which is increasingly concerning consumers. Workers in Asian factories are demanding higher wages, as mass market retailers demand products for low prices.
Medium Threat of new entrants
High
Low
Degree of competitive Rivalry
Portas 5 Forces
Bargaining power of suppliers
Threat of substitute Products
Bargaining Power of customers
High
High
The threat of new entrants is medium as the mass market is gaining brands but they are not necessarily affecting the sales of other retailers. Bargaining power of customers is high, as there is too many competitive prices for consumers. Customers definitely have the upper hand when it comes to choosing certain products. One brand will have a product for one price then another may have it for slightly less so consumers have the power of picking which brand they want to purchase from. Bargaining power of suppliers is low because there is a high degree of competitive rivalry and retailers have to compete with one another for consumers. There is also a high threat of substitute products as fast-fashion retailers all have the same trends and products so it is up to the customer where they decide to shop.
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“Keeping the stereotype of testosterone away from sports, Nike has clutched onto a cause for women empowerment and is putting it out through their campaigns” (Indian Social Media, 2017). With the use of the hashtags #justdoit, #nikewomen and #forceisfemale, Nike aims to empower women through strong and influential social media campaigns. Empowering women of all diversities is at the front of their social media platforms, using women of different race, culture, size and disability. Champagne (2015) states that Nike aims to get women to reach their personal fitness goals and send body positive messages to all women out there. Nike also uses inspirational sports stars, Serena Williams and Simone Biles as ambassadors for their campaigns to show women how they can make a difference and believe in themselves. Nike stands above competitors in the #betterforit campaign, “showing the world how these very women can conquer the world of sports” (Indian Social Media, 2017). The Nike social media strategy for this campaign fully relates to their consumer and has a very positive influence on the mass market.
Nike
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Asos market their products on social media really effectively, as they know their consumers would rather see everyday ‘normal’ people advertising their products. Especially on Instagram, Asos uses a wide variety of models for their posts. Women and men of different race, sizes and cultures capture the essence of what Asos wants to portray as a brand, which is an equal society for their consumers. It is crucial for Asos to use social media as their main form of marketing as, Sundberg (n.d) expresses that the Asos Facebook page is currently one of the most popular retail brands on Facebook with over 3.5 million fans. #Asseenonme is a popular campaign with the online giant, as they ask their customers to tag photos of themselves wearing Asos purchases, with the opportunity of being featured in a gallery on their website. This campaign was a really beneficial way of attracting more consumers and encouraging them in becoming more brand loyal, aswell as adding “a much more personal touch” (Sundberg, n.d).
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asos
After the internet exploding with controversy, Topman releaved the real reason for the L’Eau de Chris campaign, where they advertised a bottle of water with reality star Chris Hughes infused tears. Promoting World Mental Health Day was the main reason for this clever campaign expressing to men ‘don’t bottle it up’. Topman Blog (2017) reveals that in Britain, suicide is the main cause of death for men under the age of 45, with 75% of all suicides being male. They also expressed that they didn’t just use Chris Hughes because he looks good in a pair of boxers, but because Hughes himself has an ongoing battle with anxiety that he wanted to share with viewers. As social media is one of the most powerful marketing platforms of all time, Topman knew that this campaign would perform successfully within the platforms, generating attention to mental health issues and encouraging people and other retailers in the public eye to talk about it.
Topman Figure 13
Effects on the consumer
Consumer behaviours are forever changing within the fast-fashion industry, so retailers have to keep up with their habits and lifestyles in order to know what they want to see next. Many aspects effect consumer spending but one of the biggest issues was the Brexit vote. A recent Mintel report stated that, “by far the biggest Brexit-related concern among consumers is the impact on the cost of living and our British lifestyle” (Clark, 2017). Clark (2017) also suggested that consumer confidence dipped before the 2010 and the 2015 elections, then following with 46% of people feeling that the vote would have a negative effect on people. A year later that figure then rose to 51%. Bain, (2015) states that consumers like to buy clothing that is incredibly cheap, which makes it easy to buy. Also having new deliveries to stores frequently, means there is always something new to look at and want. Low cost products means consumers can buy things they don’t necessarily need without much thought. E-commerce and social media is rising amongst all generations, “mobile in fact is now the primary way people buy online” (Bain, 2015). “The obsession with looking at products, even if no purchase is intended is especially prevalent among millennials, the generation that grew up in the age of the internet” (Bain, 2015). The authors research shows that out of 90 people surveyed the largest percentage of people at 25.56% said that they spend 20 plus hours on social media networks a week. Facebook being the most popular with 98.89% and Instagram following closely behind at 71.11%. Bain (2015) also expresses that millennials consider e-commerce and social media browsing as entertainment, even if they are not buying.
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In wealthy countries around the world, clothes shopping has become a widespread pastime, a powerfully pleasurable and sometimes addictive activity that exists as a constant hum in our lives, much like social media.
Marc bain
Swot analysis Social media helps build relationships with consumers. It enables you to target specific demographics and a wide audience. It can be used for online shopping and browsing. Social media influencers, bloggers and celebrities can help promote a brand. Social media is an easy way to generate more traffic to a brands website. Good way to showcase new and upcoming collections. The main strengths of social media marketing include targeting a wide number of consumers, it is an easy way of showcasing new products and collections and it helps build closer relationships with consumers. The researcher carried out an interview with online brand Hissyfit Clothing and the owner, Danielle Graham stated that “social media is the number one promotional tool we use to present our products and attract more customers, as well as showing off our customers dressed in our products�. Social media also has weaknesses, as celebrities and influencers can impact certain consumer mental health and how they perceive body image. As technology is forever evolving, there will be more chances for brands to rise to fame on the social platforms. More job opportunities will become available, as well as more generations adapting to social media and becoming more involved. Even though technology is an opportunity for social media marketing it could also become a threat as no one knows how it will evolve and it is also becoming more expensive for big name retailers to advertise.
Celebrities and influencers can have a negative impact on consumer mental health and body image. Not everyone likes to use social media or doesn’t use social media to look at mass market retailers. Using celebrities and influencers can easily damage a brands reputation through their negative behaviour.
Changing technology could help grow a brand through social media marketing. Using social media to grow their number of consumers. Different generations are beginning to adapt to the change of social media. Increasing job opportunities in the social media industry.
The effects of technology in the future is unknown. It is becoming more expensive for bigger companies to advertise online and through social media. Brand image could easily be damaged through influencers behaviour and negative press. Displaying false information accidently through social media including spelling mistakes, wrong discount codes and general information.
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Conclusion
The whole purpose of the report was to look at how social media is an influential way for mass market brands to use it as a marketing strategy. From both primary and secondary research, it is clear that brands as well as consumers all agree that social media is a really effective way of promotion. Positives take over any negatives of using social media to market products and primary research expressed that most consumers think it is a good way to showcase products and concepts. Gaining knowledge of what social media networks consumers use and how many hours they spend a week on the platforms gives a more in depth insight for retailers to know exactly how the customer wants to see a product. All the analysis tools used throughout the report have helped show how and why mass market brands are continuing to market products through social media. It is the most beneficial way of targeting mass volumes of consumers and certain demographics. Being able to manipulate social posts into exactly what the consumer wants to see, is why social media is one of the best ways of marketing, if not the best way of marketing.
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Recommendations The future of the mass market is unknown but retailers will continue to grow in the fast fashion industry, alongside competing with rivals and competitive price points. “Fast fashion is the second dirtiest industry in the world after oil. We need to slow down, make quality products that last, use better materials, and create sustainable supply chains for people and planet” (D’Souza, 2017). Retailers have to become more aware about what changes could happen. Would shopping become e-commerce only and have no brick and mortar? Perhaps fashion would become seasonless and maybe genderless? Would jobs become affected because technology will be so advanced, the only thing left will be robotics? These are all questions retailers and even society as a whole need to think about. As technology gets more advanced social media will adapt in the same way so there will be more opportunities for retailers to take advantage of advertising through social media. Brands need to create content that they know their consumers will want to see and they also need to know how to increase consumer engagement with specific audience targeting. It is also really good to have lots of click through links so consumers are able to interact more with the brand, which will generate more traffic to the brand website. “You have to present a compelling offer via a compelling medium to people who will actually find it compelling, in a place those people will actually see it” (Jolly, 2017). Snapchat is also rapidly becoming one of the most popular social media sites, especially with the younger generation. People nowadays also love to see more videos and be more interactive, so Snapchat is a great platform for this.
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Elisha Eardley