Fashion Branding and Communication Elsbeth Carr Role - Social Media Manager
Logo Development
Initial ideas of logo with colourways
Logo Development
5 ideas for logo chosen by our group and peers
Final typeface and pictoral logo
Logo Development
Logo Development
The final Logo is a simple black heart with Our OYA typeface inside it, It can be changed into different colours depending on the collection or colourways.
Social Media Inspiration
Social Media - Instagram As social media manager, I researched which social media platforms perform best in 2016 and which ones will be most successful for our brand. As we are a fashion brand, our work is very visual and therefore we need to show it all to our customers through a visual social media. For this, Instagram is the most obvious choice as it is purely photographs with a small section for any captions. After specifically researching social media engagement, I found that over 60% of instagram users log in daily. This means that Instagram is the second most engaged network after Facebook. Although Facebook is the most used social media, engagement with brands on Instagram is 10 times higher than Facebook. Of the top 100 brands in the world, 90% of them have an Instagram account. Many companies and especially fashion brands use instagram to market their products. Overall 48.8% of world brands are now on Instagram and by 2017, this statistic is predicted to rise to 70.7% which made me confident that this is the right social media for OYA. To make sure OYA had a large engagement on instagram, I researched successful ways to make it happen. Posts with at least one hashtag gain 12.6% more engagement therefore I created a list of hashtags that could be posted with our photos. #OYA #OYAgirl OYAwoman #OWNYOURASS #followOYA #OYAstyle #OYAtreats #OYAfit On Instagram, there is a feature where, it is possible to find statistics of the brands engagement with followers. OYA has very good engagement and get a steady amount of likes on each post. Our most liked photo included the hashtags below. #followOYA #OwnYourAss #streetstyle #autumn #behindthescenes #photography #womenswear #style #lifestyle #fashion Taking these hashtags forward into new posts, we have gained more likes and more followers each day.
Social Media -Instagram Research (Arsenal_Worldwide)
I collected some primary research about Instagram from Jack Flannigan, better known as Arsenal_ Worldwide. He started an Arsenal fan page on Instagram 2 years ago and has grown this page into a business. With over 220,000 followers, Jack gave me some tips on growing OYA’s following and better engaging the customer. He told me that its okay to post other people’s photos on instagram as none is copyrighted. Jack will post photos that are clearly not his own and get people to comment on them averaging 100 comments per day and over 6,000 likes per day. He will always hashtag on his photos and on all of them he will have one specific hashtag running through. This makes it clear to the followers that its not an amature running it and it is a hashtag that brings in a lot of likes. I have emulated this on OYA’s instagram by hashtaging #OYAwoman and #OYAgirl. He also said in order to get more likes, go onto similar pages and like and comment. I did this and it seemed to work really well. Jack will upload minimum 3 times a day so that his followers are always updated and see his photos on their feed. It’s a way to get more likes. I have copied this technique and tried to upload at least 2 times a day. We have grown our followers in 5 weeks from nothing to 60+. As a small business this is a good number of growth and as you gain more followers it will start to increase more rapidly.
Social Media - Facebook Facebook is the largest, most used social media which meant that there was no question that OYA should have a facebook page. As of April 2016 facebook is the leading social media. Half of the people in the world who don’t have Facebook, live with someone who does and look at posts regularly using their account. We know that through using facebook, we can achieve a good engagement with our customers. OYA’s demographic is 18-30 and according to statistics recorded in April 2016, people aged between 18-34 each spend over 1,000 minutes a month on Facebook. This means that our posts on Facebook will be seen by a huge amount of our demographic. Marketing on Facebook is very easy to do now and through paid adveritsements, Facebook targets specific demographics. Facebook is also a very versatile platform as it allows for most media to be uploaded. This means we could upload statuses, OYA’s lookbook and also any promotional videos that were needed. OYA is a brand where customer service is hugely important, therefore I made sure that the facebook page was easily accessible and messaging had a great feature. When customers message OYA’s facebook page when the shop is closed and page is offline, there is an automatic personalised response which lets the customer know that they will be contacted ASAP. ‘Hi Lauren, thank you for contacting OYA. Our customers are very important to us so we will reply to you as soon as we can. Thanks, The OYA team’
Social Media - Twitter Twitter is a widely used social media where anyone with an account can post short comments on whatever they like. My own experience of twitter is that it is used as a customer service platform. Many fashion brands use it not just for advertising products, yet also so that their customers can easily ask questions and the company can handle complaints. Twitter is very interactive with users and is less formal than other types as it seems more personal. The social media platform allows for quick surveys to get feedback from followers which makes it great for start up brands. Similarly to Facebook, Twitter has space for a profile picture and a cover photo, adding two images here of OYA’s main logo and our typeface makes the account seem much more professional and makes the brand stand out online.
Through twitter, it is easy to contact anyone who has a public account. The retweet and like features can make twitter an interesting platform as you can share other people’s views through your page. For example, Louise Pentland, a youtube creator, tweeted about the lack of sizes in stores, as a brand, OYA is all about sizing and finding the right fit. I retweeted this as it was consistant with our brand philosophy yet it was interesting to see OYa getting noticed through this post.
Social Media - OYA Blog
As OYA does not have a website, in it’s place there is a blog. This blog is where we can post about our newest collections, products, store updates and recipies. ‘About’ is the part of our blog where it explains who OYA is and why we do what we do. It has our mission statement and has a few pictures of the team. OYA treats is a part of the brand where we encourage women to love their bodies yet also be real and treat yourself. On the blog there is a specific section named OYA treats, this is where our customers can find easy healthy recipes that they can make themselves. A contact page is a neccessity when selling products, so I made sure that there is a contact page on our blog where anyone can fill out the form and ask questions if needed.
OYA APP Development
Many successful brands have apps that can be used alongside their website. According to Ofcom.org, two thirds of people now own a smartphone, using it for nearly two hours every day to browse the internet, access social media, bank and shop online. I looked at a few fashion apps to see what made them so successful. I currently shop on ASOS every couple of weeks, I not only use their website, but also use their app. The app features video campaigns, products and has a personal feature where you can create wish lists. OYA’s app was based on this because it works smoothly, it’s easy to use and anyone with a smartphone can access it. I created the app to include 4 functions which are interactive and easy to use. OYA is a brand dedicated to empowering women through making clothes that fit perfectly to them. As women, we know through experience that to find clothing that fits perfectly, we have to go into a store and try on the clothes, test out the fit and possibly try a few different sizes. Due to this, OYA does not have a website where customers buy online. We don’t want our customer to guess how the item will fit and then if it’s not perfect, become disappointed. Without a website, OYA still needs to be accessible to everyone, so to tackle this we have created an interactive app.
The OYA app includes 4 functions: The homepage where our newest looks will be available to view, yet not purchase OYA Woman – This is an interactive function where the customer can tap the body shape that they see themselves as. By tapping on the body shape, the screen changes to show a description of the body type, what the best feature is and which clothing suits them the best. OYA Treats – This is a section of the app which promotes healthy snacking. OYA encourages all women should treat themselves, yet to do this through delicious, but healthy treats. This section will display images of treats which can all be tapped to find out the recipe and nutritional information. OYA Help – OYA’s email address and twitter page can be accessed through this section. Twitter is used for OYA customer service and queries about products, opening times and general information.
App Inspiration - ASOS
OYA App
OYA APP Development
Zine: issuu.com/oyagroup7 Individual Blog: elsbethcarr.wordpress.com/