digiLove Business Plan
Elle Stancill 1
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EXECUTIVE SUMMARY In this business plan, the researcher has discussed the concept behind digiLove, a new collection for online fast fashion brand Missguided. Including a clear breakdown of what the product is, where the initial idea has come from, the values of the brand and the objectives the researcher wishes to achieve. A detailed analysis of the Missguided consumer follows, discussing which generation they belong to, their habits and lifestyle, wants and needs of the consumer and how they shop the brand. A comprehensive analysis of the brands competitors is included (direct and indirect), in addition to a marketing mix and SWOT analysis of the product/brand. Further discussion of the unique selling point (including features and benefits) of the product provides a further breakdown of the benefits digiLove will bring to the brand and the target consumer. The operations of the concept are also discussed. Going into detail of the processes of producing a range, how the product will be sold, pricing structure, payment methods and the new technologies that will be adopted by the brand. The marketing strategy of the product is provided, including a 12-month timeline of what will be involved within each month. This is followed by a financial plan for the year, including an initial budget, total outgoings, and a 12-month cash flow forecast. Giving the reader a clear breakdown of profits and losses to the business. Finally, a conclusion of the concept is provided to summarise the idea. A strategy for future growth is included to show that there is potential to expand the product further, proving it has longevity and will benefit the brand over a substantial period of time.
Word Count: 3083
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CONTENTS CONTENTS CONTENTS
1.0 The Concept - What is the idea? - Goals and Objectives
6-9 6-8 9
2.0 The Consumer
10-13
3.0 Competitor Analysis - Market Analysis - Direct Competition - Indirect Competition - Brand Adjacency - SWOT Analysis
14-23 15 16-18 19 20-21 22-23
4.0 Operations Plan - Structure - Process - Where/How Will it be Sold? - Pricing and Payment - New Technologies
24-27 25 25 25 26 27
5.0 Marketing Strategy - Timeline of Marketing
28-31 30-31
6.0 Finance - Budget - Total Expenditure - Cash Flow Forecast
32-37 33 34-35 36-37
7.0 Conclusion - Future Growth Strategy
38 39
References
40-41
Appendices
42-53
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What is the idea? A range will be designed for Missguided for A/W18 entitled ‘digiLove’, consisting of streetwear styles with a heavy focus on outerwear and trousers. The range will be a limited-edition collection for the brand, featuring six key outfits to allow the consumer to focus on the products rather than a wide variety of styles. The range will be focussed around body positivity and celebrating women. As a brand, Missguided pride themselves on catering for all women. Aiming to encourage consumers to embrace their ‘imperfections’, the brand are keen advocates of body positivity. According to their statement, Missguided aims to “empower females globally to be confident in themselves and be who they want to be” (2018). The researcher wishes to enforce this further, providing new ways of allowing the consumer to feel confident and empowered through the product and service provided by the brand.
1.0 THE CONCEPT 6
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As identified in LS:N report Avatar Influence (2017), digital avatars are becoming a significant part of consumers online interactions. A protest was held by users of online life simulator ‘Second Life’ (where players interact through their digital avatars), and opposed against a body shaming campaign featured by an in-game fashion brand; with one player stating that “body shaming is still body shaming whether in real life or in Second Life” (2017). Therefore, proving that digital avatars can be used as ambassadors to express opinions and make changes within real life issues. A marketing strategy will be put in place in collaboration with Snapchat’s Bitmoji. Bitmoji uses a digital version of the user and generates stickers (to be used within Snapchat) to represent their mood or their actions at the time. The researcher identified an opportunity to use these avatars as digital ambassadors for Missguided as a brand and for the consumer via a customer engagement strategy. Implementing the use of digital avatars will present the opportunity to offer a personalised service through combining the physical and virtual worlds. Augmented Reality (AR) technology will be a predominant feature within the marketing strategy to provide an immersive experience for the Missguided consumer, promoting physical engagement with a primarily online brand; further blurring the lines between the physical and virtual.
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Goals and Objectives The key objective the researcher wishes to achieve is to capture the attention of the consumer, allowing the brand to stand out from competitors and subsequently increase brand loyalty. By creating product highlighting the values of the brand (e.g. body positivity), the researcher aims to portray a level of sincerity throughout the company. According to Business Insider (2017), Missguided sales increased by 75% to over ÂŁ200million as of March 2017; with UK online sales alone growing by 40%. Despite increase in sales, the company are suffering a pre-tax loss of ÂŁ1.6million due to the costs of introducing bricks and mortar stores, setting retail operations back ÂŁ2.4million. The aim of this campaign is to bring back the deficit from this investment. Through using engaging and immersive marketing techniques such as Augmented Reality features, the researcher aims to introduce ways to engross the consumer in the brand and its values. Providing an immersive experience will set Missguided apart in an otherwise saturated market (online fast fashion); encouraging the consumer to shop with the brand for more than just product variety and subsequently increasing brand loyalty. 9
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2.0 THE CONSUMER 11
The consumer falls within Generation Z who now account for approximately 25% of the population (Business Insider, 2017), therefore overtaking Millennials as the largest generational group and consequently holding great purchasing power. Though the consumer has grown up with smartphones in their hands, they are extremely selective over what they share over social media. Optimism has been replaced with pragmatism for Gen Z, due to growing up in an era of unrest, the generation are cautious and consider the consequences of their actions greatly. According to Business Insider (2017), Gen Z consumers are more inclined to use Snapchat as the content is not permanent and are shying away from sharing their lives through more public platforms such as Facebook or Twitter; favouring image sharing and face to face communication. This suggests that they are keen to perfect their online image, portraying themselves in a way that is completely within their control. As a result of being the first digitally native generation and having 24/7 access to news sources, Gen Z rapidly take in information but lose interest just as quickly. To engage the consumer, brands must use strong, captivating imagery throughout their campaigns to keep up with their short attention span; staying away from text heavy content. “If (marketeers) don’t communicate in five words and a big picture, they will not reach this generation� (Schawbel, 2015)
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The target consumer is aged between 18-22 (falling in line with Missguided’s typical consumer base of 16-24 year olds) and are primarily students. As stated in the European Consumer Trends report (Mintel 2018), young people are becoming progressively defined by anxieties surrounding image, health and work; and are consequently looking for brands that will help build their confidence and relive such pressures. Therefore, showing the consumer is seeking psychological esteem needs for brands to fulfil (See Appendix 1 for Maslow’s Hierarchy of Needs). They are generally based in large UK cities (e.g. London, Birmingham, Manchester) showing preference to busier, urban areas to fulfil their social needs. A survey was conducted by the researcher, aimed at existing Missguided consumers (44 respondents). 54% of those surveyed said that they shop with the brand monthly, spending between £50-£100 on each order (See Appendix 2 for full survey). 13
3.0 COMPETITORS COMPETITORS COMPETITORS
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Market Analysis As consumers continue to be driven towards leisure/experiential spending (e.g. holidays and days out), the desire for low priced fast fashion is enhanced. Online only retailers (pureplays), now account for approximately 38% of the online fashion market, with Amazon leading the sector holding a 6.9% share (Mintel, 2017). As of March 2017, Missguided’s total sales rose to £206million, showing a 76% increase on the previous year. UK sales alone grew 49% within the same time frame to £118million, accounting for 57% of the company’s total sales (Mintel, 2017). In October 2017, the brand adopted a new, inclusive approach to marketing and launched #KeepOnBeingYou, committing to not promoting just one ‘ideal’ body image. The campaign encourages the consumer to be confident and celebrate any flaws or imperfections, featuring the slogan, ‘Keep on being you, it’s a really great look’. A diverse group of 16 models are featured, selected to represent the brand due to their unapologetically fearless attitudes; acting as ambassadors for Missguided’s values as a brand and not just the product. Mintel also state that the campaign resulted in a 20% increase in UK users and a 12% increase in US users; thus, proving that this comprehensive approach is engaging the target consumer and broadening the existing demographic. The #MakeYourMark campaign ensued in December 2017, following the same body positive approach. 9 influential women were featured as models for the campaign, with all imagery remaining unretouched, showing visible cellulite, stretch marks and curves. Therefore, further proving Missguided’s commitment to the movement. Despite receiving praise through the press and social media, it was highlighted that there was still a distinct lack of diversity regarding tall, thin, petite or disabled models which could still potentially alienate target consumers. (For further analysis please see Appendix 3 for marketing mix.)
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Direct Competition From the researcher’s survey, ASOS, Boohoo and Pretty Little Thing (PLT) have been identified as the main direct competitors (see Appendix 3 for full survey results), with 86% of respondents claiming to shop with ASOS, 59% with Boohoo and 63% with PLT. 16
ASOS: As of 2016, ASOS revealed revenues of £1.5billion and 12.4million active customers worldwide (4.7million in the UK) according to Mintel’s Fast Fashion Online report (October 2016); taking a clear lead over Missguided, Boohoo and PLT in the sector. The brand set themselves apart from other pureplays (online only retailers) through their vast selection of branded clothing. Like Missguided, the brand also announced in 2017 that they would not feature any imagery on the site that has been retouched to cover realities such as stretch marks, therefore showing similar values between both brands. However, ASOS have taken the body positive movement one step further. After primarily featuring size 8-10 models, as of March 208 the brand has begun to show items on three models of different heights and sizes to allow the consumer to grasp a better understanding of the fit of the garment. The brand has adopted AR technologies to superimpose the garments onto multiple models, showing evidence of implementing such technologies before other brands within the sector.
Boohoo: Boohoo also saw large growth in 2016 as revenue increased by 40% to £127million (Mintel, 2016). According to Mintel’s Clothing Retailing UK report (2017), Boohoo has the highest level of recommendation amongst youth retailers with 81% of users claiming that they would recommend the site and have consequently grown their share in the online fashion market to 1.5%. Therefore, proving that the brand has a strong strategy in place to retain consumers. Boohoo have also shown signs of involvement in inclusive marketing strategies by launching the ‘All Girls’ campaign in August 2017. The launch video presents an all-female cast and crew of over 40 women, featuring models of a variety or ethnicities, tall and petite; claiming that “it is a film for girls, made by girls”. The campaign however was not as successful as hoped, receiving backlash in the media for being anything but inclusive. Consumers pointed out via social media that there was a distinct lack of diversity of sizes, showing no curvy models as well as no hijabi, transgender or visibly older models. Although there may have been good intention behind the campaign, it simply isolated the target demographic by continuing to show an idealised body type. “It’s time for brands to understand what diversity and inclusion actually means” (Rabor, 2017)
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Pretty Little Thing: With revenues of £55million (for the 12 months to February 2017), Pretty Little Thing has 1.3 million active customers which is expected to increase by 35% over the next year. The brand focus heavily on using social media as promotion (e.g. Snapchat and the Instagram stories feature) to provide an engaging and immersive experience for the consumer. In 2016 PLT grew their ad spend to approximately £1million (+35%) in 2016 (Mintel, 2017), featuring a collaborative campaign with Sophia Ritchie including a promotional video. As of January 2017, the brand was acquired by Boohoo. The intentions were to expand the brand by increasing the product range, introducing accessories, beauty as well as plus size and petite ranges. Later in the year, the brand invested in a 6-month advertising campaign to have 180 taxi’s wrapped in PLT branding across 3 major cities (Manchester, Birmingham and Liverpool). Using this method of advertising creates hype around the brand whilst targeting a wide, yet specific audience. PLT however have not yet shown any involvement in the body positive movement or inclusive marketing strategies. 18
Indirect Competitition Brand
About
Amazon
- 5th most popular retailer for clothing in the UK. - 22% of consumers used Amazon to buy clothing in the last year (2016). - Could disrupt the clothing market due to strong positioning. - Less experienced in merchandising emotional products. - Could struggle to capture trend led consumers. - As it is an established platform there is opportunity to scale up younger brands. (Mintel, 2016)
Monki
- Multinational Swedish fashion brand owned by H&M, founded in 2006. - Heavily focus on empowering women. - Use campaigns to encourage discussions on ‘taboo’ subjects such as periods, body hair, masturbation and cyber bullying which are central to young women. - Latest swimwear campaign features unretouched imagery, showing models scars and stretch marks.
MAC Cosmetics
- Celebrates individuality and diversity, claiming that the brand is for all ages, all races, all genders. - Collections are trend led, taking inspiration from fashion, art and popular culture. - The brand frequently releases collaborative collections (previous collaborations include influencers such as Fleur de Force, franchises such as Disney and high fashion collaborations e.g. Gareth Pugh).
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Inclusive Marketing
MAC
Monki Missguided ASOS
Low Price
High Price
Boohoo
Amazon
PLT
Un-inclusive Marketing
Brand Adjacency 20
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SWOT Analysis Strengths
Weaknesses
- Portrays a positive message via the product and marketing campaign. - Bitmoji features adds elements of personalisation which is new to the sector. - Uses new technologies (AR), therefore showing new ways of engaging consumers. - Sets Missguided apart from competing brands in an increasingly saturated market. - As the campaign is across two apps there is scope to reach a new consumer group.
- Could encounter confusion as the marketing strategy is featured across two different apps. - Not all consumers who will shop the collection will have either Snapchat and/or a Bitmoji so may feel isolated by the marketing strategy. - Introducing AR tech and involving outside apps will be extremely costly, therefore taking longer to pull back profits from the campaign. - There could be potential safety/ security issues with the use of location features within Snapchat
Opportunities
Threats
- Could involve Mennace (menswear) in the future. - Possibility to introduce to international markets. - Could introduce AR as a permanent feature in the flagship stores (interactive features in fitting rooms to help with sizing issues etc).
- Direct competitor ASOS have already shown signs of using AR on their website, potential risk of the brand also using AR as part of a promotional strategy and developing their technology further.
(For a description on the brands USP see Appendix 4) 23
4.0 OPERATIONS PLAN
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Structure The digiLove collection will sit alongside other collaborative collections on the Missguided site. The concept continues the #KeepOnBeingYou marketing campaign, expanding on the previous methods of engaging consumers with the movement.
Process For a clear breakdown and understanding of the process of designing, producing and releasing a range, contact was made with Georgia Rayner, a Garment Technologist for Missguided. See below for details of the process. - Missguided design in collections (rodeo, festival, collaborative collections etc.) - Across categories designers are allocated to specific sections (one responsible for bottoms, one for denim, one for prints etc) - Each design builds the range which then gets sent in a spec pack format to the suppliers - The suppliers then send it back for a fit with the buyers who tend to have the final say on the range - The products then go to a fitting by the garment technologists on a live model - They then either get sealed for final production or sent for a resampling if there are issues with fit - Resampling is a second fit, this does not happen often due to the fast-paced nature of the brand - Garment technologists then measure the garment after the final fit and send it in a work book back to the suppliers - The suppliers then send it back with a gold seal (complete) to be shot in the studio - The products will go live on the website within 5 days of shooting - From design to going up on the website, the whole process only takes between 1-2 months with an even tighter timeline for specific or collaborative collections.
Where/How Will it be Sold? The collection will be primarily sold on the Missguided website and via the shopping app which is available on both Android and iOS operating systems. digiLove will be made exclusively available in both the Westfield shopping centre store (London) and the Bluewater shopping centre (Kent).
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Pricing and Payment The pricing strategy of the digiLove collection with follow a similar structure to other collaborative collections by the brand as so to keep it attainable to the consumer and eradicate risk of alienating the target market. Please see below for a table of the pricing structure. Item
Price
Cropped long sleeve stripe top
£18
Half zip funnel neck top
£22
Cropped sweater
£25
Block stripe rugby top
£30
Button up sweater
£35
Flare sleeve hoodie
£35
Drawstring joggers
£28
Split hem flare trousers
£32
Zip hem flare trousers
£35
Wide leg trousers
£40
Checked wide leg trousers
£45
Cargo trousers
£45
Boxy shirt jacket
£55
Cropped puffa jacket
£65
Collared puffa jacket
£68
Trench coat
£80
Funnel neck insert trench coat
£85
Longline puffa coat
£120
Payment methods accepted via the website include: - Mastercard or Visa credit cards - Maestro, Delta, Solo or Electron debit cards - American Express charge cards - Paypal Payment Methods instore include: - Cash - Mastercard or Visa credit cards - Maestro, Delta, Solo or Electron debit cards - American Express charge cards - Contactless payments including Apple Pay
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New Technologies AR technology has been implemented into the Missguided app to create an engaging marketing strategy for the consumer. The technology will be used in conjunction with campaign imagery to create a rewards system. This technology has only recently been seen to have been adopted by ASOS within the sector (to superimpose clothing onto models), allowing Missguided to have further competitive edge over other direct competitors (e.g. Boohoo and PLT).
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5.0 MARKETING STRATEGY As a large percentage of the target consumer base are students, the initial launch of the ‘digiLove’ collection will be in September 2018. This will coincide with students starting/returning to university and receiving student loans, therefore having the highest amount of disposable income available to them. The collection will be available online and in both flagship stores (Westfield London and Bluewater Kent). ‘digiLove’ collections will become a seasonal drop for the brand, using the engaging campaigns to continue the movement of self-love and encourage young women to embrace themselves for who they are. The customer will receive a code when purchasing the collection from the Missguided website. They will then be instructed to enter the code into the ‘edit bitmoji’ section of the Snapchat app to receive a digital version of their purchase for their Bitmoji to wear. Although Bitmoji features digital clothing by brands such as Forever 21 on the app, none of the content is shoppable. In addition, new stickers will be generated within the app, including slogans promoting body positivity for the consumer to use within Snapchat. Competitions will run alongside this through Missguided’s social media for example ‘best dressed bitmoji’s’. The hashtag #BitmojiBabes will be used to promote and circulate the competitions, awarding discounts and prizes to encourage the consumer to use the service and shop the collection again. (Please see Appendix 5 for further detail of the strategy) 28
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Oct 18: - introduce competitons via Missguided’s social media to keep up a talking point surrounding the collection
Jan 19: - introduce a second limited edition digiLove collection - continue the AR campaign for the new drop - allow consumer to build on rewards from the previous campaign to encourage repeat engagement - re-introduce branded Deliveroo uniforms - introduce a ‘January blues’ package
Aug 18: - create hype around the collection using Missguided’s social media channels - host a PR blogger event in Westfield London store
Phase 1
Sept 18: - initial launch of the collection - introduce branded Deliveroo uniforms across London, Birmingham and Manchester - Introduce freshers week ‘Feed the Flat’ package - introduce posters and AR campaing in the same cities, targetting public transport, city centres and both flagship stores as sponsored locations for the campaign.
Phase 2
Dec 18: - introduce PR campaign with selected influencers for them to discuss body positivity online via their social channels (blogs, Instagram, Snapchat etc.) usong the hashtags, #KeepOnBeingYou and #digiLoveYourself to promote the campaign.
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May 19: - continuation of social media competitions - event at Bluewater store for selected customers (via a competition) involving live music and exclusive offers during the event
Mar 19: - Instagram campaign for International Women’s Day (8.3.19) involving influencers as ambassadors of body positivity and female empowerment
Phase 3
Feb 19: - repeat use of Missguided’s social media to implement competitons, using the same hastags as previously. - involve the influencers from the December PR campaign in competitons, allowing them to circulate them further via their social channels - introduce Valentines day deliveroo packages
Apr 19: - third drop of a new limited edition range of digiLove for Missguided - further continuing the AR campaign - re-intoduce branded Deliveroo uniforms - introduce a ‘Summer Body Ready’ package
Marketing Timeline 31
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6.0 FINANCE
An estimated budget for the range and marketing strategy has been provided by the researcher. Taking into consideration costings of the production of the range (including estimations of phase 2 and 3 collections), staff uniform allowance, production costs of tote bags, advertising costs, payment for a personalised Snapchat geofilter, proving branded uniforms for the Deliveroo collaboration and a budget for PR. See pages 38 and 39 for a detailed breakdown of expenditures. 33
A breakdown of costs for each piece of the range has been provided by the researcher. Quantites of each item are to be split across both online and instore (50% allocated for online and 25% allocated to each flagship store). An estimation of cost per item has been calculated based on a production cost of approximately 10% of the value that the item will be sold for, staying in line with fast fashion production costs. From this, the researcher has estimated a cost of ÂŁ37,400 to produce the collection.
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Marketing costs have been calculated included extra expenses for the tote bags and staff uniform allowance. An estimation of cost for both phase 2 and 3 collections as to provide the reader with a more detailed analysis of the costings for the year. They have been estiated at slightly lower costs than the initial collection as spring/ summer clothing is cheaper to manufacture. From the researchers calculations, total expenditures amount to ÂŁ312,400.
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A 12 month cash flow forecast has also been calculated by the researcher. An estimation of income from sales has been colaculated according to the maximum number of units being sold (8200). The income from Deliveroo as an affiliate has been calculated at a target of 50% of digiLove consumers utilising the afiliate links (4100) multiplied by the average spend of a Deliveroo order (approx £15). It has been estimated that Missguided will gain approximately 8% of the profits made by Deliveroo via affiliate marketing, amounting a total of approx. £14,760 revenue forthe financial year. Over the course of the year, outgoings have been estimated at £315,30, staying within the boundaries of the initial budget. An approximate income for the year is £1,473,760, giving a profit of £1,158,469.
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7.0 CONCLUSION In conclusion, the digiLove concept, product and marketing strategy as whole, is proven to be a viable assest to Missguided as a brand. The product aligns with the existing brand values, expanding on the #KeepOnBeingYou movement further and proving the brands commitment to body positivity and inclusive marketing which is otherwise lacking within the sector. The marketing strategy coincides with the Avatar Influence trend, implementing the use of Bitmoji’s as ambassadors for the movement, the consumer and for the product. Additionally advancing the brands use of new technoloy by adopting AR features, giving the brand further competitive edge. The experiential marketing methods combat the Gen Z consumers short attention span, offering services which may have previously seemed unattainable to them. The steady growth of the online fashion market and Missguided as a company shows that there is potential for longevity for the product/service as there is steady income to fund future growth strategies. The financial plan provided evidences that digiLove is a realistic goal for the brand to reach, providing a reasonable budget and evidence that the brand will profit from the investment.
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The Future of digiLove The researcher has identified 3 opportunities for the future of the digiLove concept. Menswear: As Missguided now have a menswear site (Mennace), the same methods and technologies could be implemented to target the male consumer. Potentially using the concept to encourage men to open up and discuss issues such as body positivity or mental health issues whilst still offering an engaging, fun and rewarding service. Internationalise: Due to Missguided’s now worldwide status, the brand could implement this same strategy across multiple markets. Giving potential for consumers internationally to interact with one another, offering yet another personalised and engaging service with other fast fashion retailers do not. Bitmoji dressing via the website: For future progression of the service, the brand could collaborate further with Snapchat and Bitmoji by allowing Missguided consumers to link their Bitmoji directly to their Missguided account. Allowing them to personalise the service further and using the Bitmoji as a model for the site, allowing them to virtually try on items before purchasing via their avatar. 39
In-text: Avatar Influence. (2017). [ebook] Available at: https://www.lsnglobal.com/micro-trends/ article/21896/avatar-influence [Accessed 5 Mar. 2018]. Business Insider. (2017). Sales at online millennial fashion retailer Missguided jumped 75% last year. [online] Available at: http://uk.businessinsider.com/missguideds-2017accounts-sales-up-75-swings-to-a-loss-2017-12 [Accessed 10 Mar. 2018]. Business Insider. (2017). Forget millennials — here are 8 things you’ll want to remember about Gen Z. [online] Available at: http://uk.businessinsider.com/forgetmillennials-here-are-8-things-to-know-about-gen-z-2017-7?r=US&IR=T [Accessed 10 Mar. 2018]. Mintel. (2018). Missguided puts inclusivity at the heart of its brand. [online] Available at: http://academic.mintel.com/display/873833/?highlight#hit1 [Accessed 25 Mar. 2018]. Mintel. (2017). Clothing Retailing UK. [online] Available at: http://academic.mintel. com/display/793835/ [Accessed 25 Mar. 2018]. Mintel. (2017). Fashion Online - UK - June 2017. [online] Available at: http:// academic.mintel.com/display/793379/ [Accessed 17 Mar. 2018]. Mintel. (2016). Fast Fashion Online – What can others learn from the pureplays?. [online] Available at: http://academic.mintel.com/display/798545/?highlight [Accessed 17 Mar. 2018]. Missguided, (2018) Available at: https://www.missguided.co.uk/about (Accessed 7 Mar. 18) Rabor (2017). Boohoo Slammed for ‘All Girls’ campaign. [online] Huffington Post. Available at: https://www.huffingtonpost.co.uk/entry/boohoo-all-girls-campaigncriticism_uk_598987dae4b0449ed5052fbc [Accessed 26 Mar. 2018]. Schawbel, D. (2015). Move Over, Millennials, Here Comes Generation Z. [online] The New York Times. Available at: https://www.nytimes.com/2015/09/20/fashion/move-overmillennials-here-comes-generation-z.html [Accessed 16 Mar. 2018].
REFERENCES 40
Images: Dazed, (2017) Available at: https://www.instagram.com/p/BS_lnErlmXv/?taken-by=dazed (Accessed 20 Apr. 18) Dazed, (2017) Available at: https://www.instagram.com/p/BcFSAy6lrmR/?taken-by=dazed (Accessed 20 Apr.18) Dazed, (2017) Available at: https://www.instagram.com/p/Bb4rpetFE2j/?taken-by=dazed (Accessed 20 Apr.18) Dazed, (2018). Available at: https://www.instagram.com/p/BhHswq5FieD/?taken-by=dazed (Accessed 20 Apr.18) Dazed, (2018) https://www.instagram.com/p/BeaX7aRF9V7/?taken-by=dazed (Accessed 13 Apr.18) Dazed Digital, (2016) Available at: http://www.dazeddigital.com/artsandculture/ gallery/22515/4/body-holes (Accessed 13 Apr. 18) Missguided, (2018) Available at: https://www.instagram.com/p/Bh9A47tHlRA/?takenby=missguided (Accessed 25 Apr.18) Love Magazine, (2018) https://www.instagram.com/p/Bfg0_7cgGLA/?taken-by=thelovemagazine (Accessed 13 Apr. 18) Missguided, (2017) Available at: https://www.missguided.co.uk/campaign/make-your-mark (Accessed 14 Mar.2018) Monki, (unknown). Available at: https://www.monki.com/en_gbp/index.html (Accessed 3 Apr.18) Monki, (2018) Available at: https://www.instagram.com/p/BhVxnT1nmxe/?taken-by=monki (Accessed 13 Apr.18) Pinterest, (2018) Available at: https://www.pinterest.co.uk/pin/415175659393904035/ (Accessed 13 Apr.18) Pinterest, (2018) Available at: https://www.pinterest.co.uk/pin/415175659393904778/ (Accessed 13 Apr.18) Images on pages 7,16,29,39 and 51 are the researchers own. Edited by Neeraj Kainth.
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APPENDICES 42
Appendix 1. Maslow’s Hierarchy of Needs
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Appendix 2. Survey
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Appendix. 3 Marketing Mix
Product: The product will be a limited-edition collection for Missguided A/W18. Consisting of 18 pieces (6 capsule outfits), the collection features streetwear styles with a focus towards outerwear and trousers. The concept surrounding the range is body positivity, following the brands #KeepOnBeingYou movement. Any purchase of a product will also include a digital version of the item(s) for the consumers ‘Bitmoji’, allowing the product to feature virtually via the Snapchat extension. Price: The pricing of the range will follow the current structure the brand has in place for their current collaborative collections. This will ensure that existing consumers see the collection as attainable and are not isolated by the cost of the products. The entry price point for the range will start at £18 (long sleeve t-shirt), ranging up to £120 (longline puffa coat). Place: The collection will be sold via the Missguided website (including the shopping app, both android and iOS versions) and made available within both flagship stores. Therefore, adding further elements of exclusivity to the collection and driving footfall towards the physical spaces. Additional offers will be made available in the stores including competitions and free gifts with purchases. These methods allow the collection to be easily accessible to the Missguided consumer base and reduces risk of isolating any specific consumer groups. Promotion: Social media will play a key role in the promotion of the collection. Snapchat will be the focal point due to the Bitmoji feature and exclusive geotags made available to the consumer. Missguided’s Instagram will also be an essential promotional tool for the product, using strong campaign imagery to attract the attention of the consumer as well as circulating competitions to increase engagement. Campaign posters placed around major city centres will work in conjunction with the new in app AR features to engage consumers and generate a talking point surrounding the product. Deliveroo will be involved as an affiliate for further income. People: Staff at both flagship stores will receive a brief explaining the concept of the collection and how it will be marketed to the consumer. Therefore, allowing them to accurately promote the range, giving them opportunity to relay as much information as possible to any potential customers and consequently maximising sales. Staff will be able to select certain items from the collection to be used as uniform, giving consumers opportunity to see items worn and styled before purchasing. Physical Evidence: Website/app orders When a purchase of the collection is made via the website or app, the product(s) will be received in exclusive packaging to the range. There will also be a look book included within the parcel, featuring the campaign imagery. In-store When purchasing any item(s) from the collection in-store, all products will be packaged in a tote bag featuring relevant branding for the collection. This will additionally act as a promotional tool for the product as well as adding further elements of exclusivity to the range. A look book will also be provided with products purchased instore.
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Appendix. 4 USP
USP The digiLove collection is a continuation of the #KeepOnBeingYou movement for the brand. Spreading the message of body positivity in an innovative way which is new to the sector, implementing the use of digital avatars via Snapchat Bitmoji as well as introducing AR technology to the brand. The use of Bitmoji offers additional extras for the consumer to take away (digital version of physical purchases), offering more than just the product purchased and therefore adding a quality of collectability to the range. Implementing the use of digital avatars this way brings a level of personalisation to the sector which is lacking amongst direct competitors, setting the brand apart in an increasingly saturated market. The engaging AR campaign is a rewarding, experiential strategy for the consumer, offering multiple extras on top of the product in addition to encouraging physical engagement with a primarily online brand; continuing the blur between the physical and virtual worlds. The supplementary use of Deliveroo and package offers further encourages community sharing amongst consumers, adding further personalised and tangible elements to the campaign.
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Appendix. 5 Marketing Strategy (continued)
AR technology will be implemented into the Missguided mobile app. Campaign posters will be placed around major city centres and on public transport for consumers to scan. Existing customers on the mailing list in these areas will receive clues as to where to find the posters. The first 100 people to scan them will receive rewards, they will receive a notification giving them the option to claim their reward or build up to a larger prize as more posters are scanned. This will be implemented through a points system via the app. Rewards will begin small such as an exclusive outfit for your Bitmoji and build up further to discounts, money off next purchases and so on. Providing a continuous stream of new information, capturing and maintaining the interest of the Gen Z consumer, combatting their short attention span. This service allows further engagement with an online brand in physical spaces, provoking consumers to explore new locations and socialise with friends and peers. Both flagship stores will be featured as sponsored locations for the AR campaign, unlocking further exclusive rewards for the consumers which can only be gained at either location; further encouraging consumers to engage with the physical spaces. An additional service will involve the location feature within Snapchat. App users with Missguided Bitmoji’s will unlock exclusive filters and geotags, allowing consumers to see who else is using the service and what their Bitmoji is wearing; adding another method of seeing further products and encouraging additional spending.
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Finally, a further service will be provided via Deliveroo. Offering deals packages to Missguided consumers when shopping the collection according to key dates during the year. For example, during the initial launch of the collection in September 2018, Freshers Week ‘Feed the Flat’ packages will be offered (20% off the next Deliveroo with any purchase of the digiLove collection). This will encourage consumers who have started university and possibly living away from home for the first time to overcome anxieties and engage with new people. Other offers will include Valentine’s Day ‘Love Yourself’ packages; for example, 20% off a date night meal for two food order or 20% off Deliveroo to feed the girls on ‘galentines day’. To further promote the range, Deliveroo drivers in major cities London, Manchester and Birmingham will swap their traditional turquoise uniforms for branded Missguided pink uniforms; generating hype surrounding the brand and giving opportunity to begin a talking point across social media and the press.
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