strategic communication plan
We know, serious things are boring. We also prefer to play and discover, but sometimes you just need to think about the boring stuff too. We have big dreams, and this book is needed to chase some of them. In this book you can read about our collection and communication plans for summer 2016. We are super excited and we hope that you will be too! And hey, psst.. You are allowed to skip some parts if you don’t feel like reading it.
Table of contents 7
1 Internal analysis
7
1.1 Introduction
8
1.2 Collections
9
1.3 Vision
9
1.4 Mission
9
1.5 Values
9
1 .6 USP
9
1 .7 Product
10
1.8 Promotion
10
1.9 Price
11
1.10 Place
12
2 External Analysis
12
2.1 Trends
13
2.2 Competitors
16
3 Budget
16
4 Communication objectives
16
5 Communication target groups
17
6 Communication strategy
18
7 Creative concept
18
7.1 The big idea
20
7.2 The application
23
8 Communication items & media
23
8.1 Social media
25
8.2 Newsletter
26
8.3 Website
27
8.4 In-store promotion
29
8.5 Magazines and blogs
30
9 Budgeting
30
9.1 Budget plant
31
9.2 Alternative budgeting
32
10 Sources
1. Internal analysis 1.1 Introduction IMPS&ELFS is a global children’s label that was established in 1997 and is led
IMPS&ELFS was founded in 1997
by Fons Cohen (founder) and Jacqueline Streng (head of design). The brand is known as a modest children’s label without frills and fancies that concentrates on the share of the child. With an ‘imp’ in the detail, we design products that accentuate the beauty of the child instead of overruling it. It is part
IMPS&ELFS’ products accentuate the beauty of a child in stead of overruling it.
of the philosophy to work and produce responsibly. In 2004, IMPS&ELFS was one of the first brands to join MADE-BY, an organisation that aims to produce clothes that are 100% child labour free and made from organic cotton. Our goods are being sold in different retail stores and leading department stores all over the world and we also have our own two stores in Amsterdam!
7
1.2 Collections The IMPS&ELFS collections are always based on three different phases of a child’s life: Sleep, Walk and Talk.
Sleep
Designed for newborns between the age of 0 - 1, who spend most of the time sleeping.
Walk
Designed for toddlers between the age of 2 - 4, who take the first small steps of their lifetime.
The talk collection is designed for kids between the age of 5 - 12, who start to develop their opinion with the words they slowly learn.
Talk 8
The sleep collection is designed for newborns between the age of 0 - 1, who spend most of the time sleeping. Comfortable and soft clothes that feel good to lie in are the foundation of this collection. The colour palette is subdued and the fabrics are extra soft and stretchy. The walk collection is designed for toddlers between the age of 2 - 4, who take the first small steps of their lifetime. This phase calls for a complete collection. The clothing allows the ease of movement and feels like a second skin. The prints reflect the sense of a new, increasingly bigger world. The talk collection is designed for kids between the age of 5 - 12, who start to develop their opinion with the words they slowly learn. The heart of the collection is formed by rock solid jeans. There are also t-shirts, dresses, sweaters and coats. The prints in this collection represent an age group that is rebellious, yet involved.
1.3 Vision
We believe a child’s personality should get all the space it needs 1.4 Mission We create clothing that complements children rather than overrule them.
1.5 Values We are pure, sparkly, innovative, rebellious, fun, sensitive and bold.
1.6 USP IMPS&ELFS concentrates on the share of the child and its creativity. We view children as children should be and not how adults want them to be.
1.7 Product 100% eco and child-labour friendly clothing for children who don’t want to
100% eco and child-labour friendly clothing.
be overruled by the adult world. The clothing supports the creative and rebellious side of children. 9
1.8 Promotion IMPS&ELFS is active on social media. We regularly post messages on Facebook, Instagram and Pinterest. Currently IMPS&ELFS has around 4000 fol-
3800 followers on Facebook
lowers on Facebook and 2100 on Instagram. Depending on the collection, we
2100 followers on Instagram
create campaigns that are distributed on- and offline, all over the world. When a collection calls for it, a lookbook, a poster or a small magazine is created and
Sometimes a lookbook, a poster or a small magazine is created and distributed amongst clients and customers
distributed amongst clients and customers. Our clothing is often featured in international (children’s) magazines and we also organise sample sales.
1.9 Price The pricing strategy has been consistent with the quality of the clothing and its eco-friendly production. T-Shirt & Tops:
€20 - €30 *
Cardigan & Sweaters: €40 - €50 * Jeans:
€50 - €70 *
Trousers:
€30 - €40 *
Dresses & Skirts:
€30 *
Jackets & Coats:
€100 *
*
All prices are based on the Talk collection. The Sleep and Walk collection are lower in price.
10
1.10 Place All IMPS&ELFS products are available in our two stores in Amsterdam. Our clothing is also being sold in retail stores located in cities like Tokyo, London, Paris, Milan and New York. Online, the clothing is available at our own webshop and also at many independent webshops from all over the world.
Flagship store
Keet in huis
IMPS&ELFS is known for its rebellious and innovative collections and concepts. For summer 2016 we will create a new bold and fun collection with a supporting campaign in order to maintain IMPS&ELFS’ image and reach a bigger audience.
11
2. External analysis 2.1 Trends Fashion trends We couldn’t help but notice that feminism is back in fashion. Karl Lagerfield,
Feminism is back in fashion
Beyonce, Miley Cyrus and Emma Watson and many more started to make feminism cool again. But of course feminism not any kind of trend. Feminism didn’t end in the 70s, but most of the feminist protests did. And now, feminism is hot again. Lately, a number of brands and design labels designed clothes
A number of brands and design labels designed clothes that recalled the styles popular during the era’s feminist rallies
with a sixties or seventies twist that recalled the styles popular during the era’s feminist rallies (Vmagazine). Women and men need to do something about feminism in 2015 and 2016: not just say that they are feminist or just share a few articles about feminist issues, but take concrete actions to make the world a better place for women and girls (the Guardian). What do we think? At IMPS&ELFS we always thought feminism was cool and above all: needed - especially for children. People tend to put boys and girls in blue and
The standards of masculinity and femininity influence the roles children will fulfill in their adult life
pink boxes. The standards of masculinity and femininity can be very damaging and influence the roles children will fulfill in their adult life (Rampage). More than ever, gender stereotypes are being used to promote and sell products.
Gender segmenting interferes with a child’s own creative expression (the Guardian).
Gender segmenting interferes with a child’s own creative expression (the Guardian). At IMPS&ELFS we value this creative expression highly. However,
Almost 60% of the questioned parents finds the difference between boys and girls in advertising, clothing and toys disturbing
in previous years the world around us wasn’t as open-minded as we hoped it to be. But now we feel it’s different. We asked 150 high educated parents to fill 12
out a questionnaire. This research shows that almost 60% of the 150 parents
25% of the parents try to raise their children gender neutral Only 35% of the parents who find gender stereotyping disturbing knows IMPS&ELFS
finds gender marketing in the clothing and toys industry very disturbing. 25% of these parents try to raise their children gender neutral. Only 35% of the 150 parents who find the gender stereotyping disturbing knows IMPS&ELFS. That’s why we see an opportunity to dedicate a collection to this feminist movement and increase brand awareness with it. Communication trends -
Digital experience delivery
A great digital experience is no longer a nice-to-have; it’s a make-orbreak point for your business as we more fully enter the digital age. (Forbes)
-
Customer data usage
Companies value data more and more. They spend lots of money on acquiring and analyzing data, and they derive great value from it, both directly (by selling it) and indirectly (by distributing it throughout the organization and acting on it). (Adobe)
-
On- and offline marketing connect
There is no division between on- and offline marketing anymore. The two worlds intertwine and companies that make good use of these two worlds will be successful (Emarketer)
Children influence the buying behaviour of their parents more and more
-
Focus on Gen Z
Children influence the buying behaviour of their parents more than ever. Focus on generation Z (born in 1996 - 2010) by being digital. (Briansolis)
2.2 Competitors We don’t like to use the word ‘competitors’, we would rather describe them as friends. Like friends, the different brands complement each other and together we form an awesome team. However, IMPS&ELFS tries to be unique in
Communication-wise, not many brands focus on children
order to stand out. Looking at our friends, we discovered that only one of the brands uses communication tools targeted at kids. Research shows that it’s important for children’s brands to reach both the parents and the children as children are becoming more influential. We could set ourselves apart by using a communication tools targeted at children. We will also set ourselves apart from our ‘competitors’ by the story we tell through our collection. Almost all
Not many brands communicate a valuable story
our competitors design beautiful and comfortable clothing but are missing a message behind it. However, the brands have a lot more followers on social media and have therefore the opportunity to reach a bigger audience. 13
A selection of IMPS&ELFS’ most important ‘competitors’:
14
American outfitters
Bellerose
About: Three sisters, six hands, one passion. Stylish and fashionable clothing for women and kids. Bold but subtle combinations of color and texture, original prints and a unique style of natural fabrics and materials are typical for American Outfitters collections and that is what makes American Outfitters fashion for the whole wide world. Sobriety is the key, less is more!
About: Bellerose designs premium clothing for the whole family. Their aim is to influence the life-style of individuals, without dictating their choices. Since 1989 we have been inspired by countless references, which we absorb into our world. The “casual with a touch” was created with its nonchalant form and impeccable fabrics. Casual evolves into preciousness
Communication: - Targeted at parents - No advertising on websites / in magazines / billboards - Facebook: 8200 likes - posts three times a week - Instagram: 600 followers - posts once a month - Pinterest
Communication: - Targeted at parents - Branded videos on Facebook - Facebook: 11000 likes - posts four times a week - Instagram: 5000 followers - posts three times a week - Blog - Pinterest - Collaborations with artists
Bobo Choses
Finger in the nose
About: Bobo Choses was created in 2008 by the Laia Aguilar and Adriana Esperalba. The idea behind the brand was to create a friendly clothing brand that could speak to children in their own language. Comfortable clothes and carefully selected colours go hand in hand with playful, poetic and imaginative prints. Each Bobo Choses collection is a world on its own. As a result, collections are fun, unique and meaningful for children.
About: Finger in the nose is the French children’s fashion brand with an authentic Rock style. The brand creates functional children’s clothing from beautiful, quality fabrics. Today, Finger in the Nose has become an essential brand in the world of children’s clothing, by making garments that parents will love for their look, and children will love for their comfort.
Communication: - Targeted at parents (except for little playbooks, these are targeted ad kids) - Facebook: 17500 likes - posts three times a week - Instagram: 36800 followers - posts twice a day - Branded videos - Sponsored articles and editorials in magazines - Petit (play) books for children
Communication: - Targeted at parents - Facebook: 5000 likes - posts twice a week - Blog - Pinterest - Collaborations with other brands
15
Fjallraven
Kidscase
About: Fjallraven creates clothes for adults and children. Fjallraven’s experience is that if you give them the chance, children love nothing more than spending time in nature. Fjallraven wants children to expand their horizons with their durable and comfortable clothing.
About: Kidscase is a small, indie company, founded in 2000 in Amsterdam, The Netherlands, by Jacqueline van Nieuwkerk (design) and marketer Merel Verbrugge (sales & publicity). Their aim is to design collections that fit the lifestyle of individualistic and modern parents and their children.
Communication: - No communication for the children’s wear line - Facebook: 277000 likes - posts twice a day - Instagram: 19400 followers - posts four times a week
Communication: - Targeted at parents - Facebook:19000 likes - posts five times a week - Sharing pictures made by parents of children wearing Kidscase clothing (customer interaction) - Instagram: 1760 followers - posts five times a week - Sharing pictures made by parents of children wearing Kidscase clothing (customer interaction) - Twitter posts (five times a week) - Pinterest
Miss Ruby Tuesday
Petit Bateau
About: 2011 marked the birth of Ruby Tuesday, a collection of iconic pieces that complement the wardrobe of every fashion conscious woman. Three years later, they are happily thriving and expanding the women’s line to include the younger generation: Miss Ruby Tuesday. The brand combines high quality fabrics with relaxed and casual wear.
About: The firm favourite for lovers of good quality cotton from 0 to 1,000 months, comfortable fabrics, classic underwear and simple t-shirts have become the benchmark of a multi-generational brand for babies, children, men and women around the world. Beautiful materials and impeccable cuts last season after season and accompany us through life from childhood to adulthood.
Communication: - Targeted at parents - Facebook: 700 likes - posts three times a week - Free postcards
Communication: - Targeted at parents - Branded videos (shared on Youtube and Facebook) - Magazine ads - Facebook: 290000 likes - posts once every two weeks - Instagram: 31600 followers - posts once a day - Pinterest - Twitter posts (five a day) - Collaborations with other brands (Fiat, Claude Ponti)
3. Budget The budget for the communication strategy is €20.000
4. Communication objectives The objective is to increase brand awareness amongst IMPS&ELFS’ target group and to make parents think and talk about gender issues and gender stereotypes in children’s fashion.
5. Communication target groups
The communication target group is high educated, open-minded, intellectual
High educated, open-minded, intellectual target group with an active social life
parents who have an active social life (on- and offline). They’re young at heart and have a high income. They value quality and have a comfortable but fashionable and hip lifestyle. The marketing target group is the children of the de-
Quality, fashionable and hip
scribed parents. Communication-wise we focus on children who are between
Communcation-wise we focus on children who are between the age of 5 and 10
the age of 5 and 10 as those children become gradually ready for more independence. However, their youthful creative brain still takes the lead and they don’t take everything for granted. 16
6. Communication strategy With the new collection and supporting campaign we will inspire the communication target group - the parents - to think outside the (gender) box and to
Encourages to think outside the (gender) box
embrace their child’s creativity. The marketing target group - the children will unconsciously get encouraged to follow their own taste and style without holding on to gender stereotypes. They shouldn’t take everything for granted! The tone of voice of this campaign will be fun, bold and humorous.
17
7. Creative concept 7.1 The big idea Happy never ending By modernising old fashioned fairytales and switch the gender roles, the topic gender marketing will be approached and communicated in a fun and appealing way. The concept will comprise two main elements: 1.
The Collection
2.
The App
The collection will be designed for every age group (0 - 12). It will be uni-
Unisex with surpising prints that challenge the (gender) roles in fairytales
sex and made up of t-shirts with surprising prints inspired by the modernised fairytales. The prints challenge the (gender) roles in fairytales. Children will like the prints for how they look, parents will like the prints for the stories they encompass. Next to the t-shirts with prints, there will be cardigans, sweaters and trouser to support the t-shirts with their prints. The collection will have
Androgynous feeling
an androgynous feeling, and the colour palette will be neutral yet fresh. An inspirational collection-book is created to provide more information about the collection. Next to the collection an application for tablets will be created. The app is tar-
Tablet application targeted at children
geted at children but as parents download the app and supervise their children while using it, the story will also be communicated to them. The app tells the 18
modernised story of Cinderella. In stead of Cinderella, a boy named Angel is
Moderised story of Cinderella
the main character of the story. Prince Charming is a girl named Spook.
Spook and Angel were invented by the head of design, Jacqueline Streng.
Main characters Spook and Angel were invented by head of design in 1997
When IMPS&ELFS was founded in 1997, Jacqueline created these two personas on whom she based the first IMPS7ELFS collections. Spook is an adventurous and mischievous girl who loves to play outside, whereas Angel is a sweet and loving boy who loves animals and reading books. There will be four interactive moments included in the app in order to make the app even
Four interactive elements
more exciting. The story-book of Spook and Angel and application mockup explain how the interactive elements will work.
Why fairytales? Fairytales are a common thread throughout many childhoods. Girls always dream about becoming the beautiful princess and boys aim to become the tough prince. Fairytales do teach children something about life, like Cinderella teaches children to be patient and kind, however the gender roles in
Gender roles in fairytales are very conservative and play a powerful role in shapings children’s perspectives
fairytales are very conservative. Fairytales play a ‘powerful’ role in shaping children’s perspectives about themselves and others, such as how males and females are ‘supposed’ to behave (the Guardian). Children as young as six and seven are already implemented with what is traditionally expected of each sex. Fairytales always portray girls as pretty, kind and dependent, whereas boys are brave, strong and independent. This representation of men and women influences the way we look at gender at a very young age already. We think it’s very odd that society tends to exaggerate the differences between boys and girls when they are very young, while this should be the age children learn that there is no right or wrong.
19
7.2 The application What -
Tablet application with animated story
-
Story will be a modernised version of Cinderella
-
Four interactive elements
Why
Most of IMPS&ELFS’ competitors communicate to parents. We would set ourselves apart by developing a communication concept targeted at children. Parents value their child’s opinion more and more so when a child likes a brand,
When a child likes a brand, it’s very likely its parents will also like the brand
it’s very likely its parents will also like the brand. Today, children are connected from birth. Their attention spans are getting shorter, which is why they prefer video and images over text. To tell a brand’s story to this generation, the children need to be entertained. Creating snackable content is key. By creat-
Creating snackable content is key
ing an interactive application children get both entertained and unconsciously informed about gender marketing. The new IMPS&ELFS collection will be in-
The IMPS&ELFS collection will be incorporated in the app so that children get to know the collection
corporated in the app as well so that children get to know the collection. They will identify with the characters of the story who are wearing IMPS&ELFS clothing. This way, the app will also function as an advertising tool for the new collection. On top of that, as children can choose the main character’s outfit at a certain point, user generated content can be used to evaluate which pieces of
User generated content is used to evaluate with pieces of the collection are favoured
the collection are favoured by children and which are less favoured.
20
What’s in it for the brand -
Increasing brand awareness.
The application will be available in the app store where parents often look for (educational) games and apps that could entertain their chil-
Parents often look in the app store to find (educational) apps for their children
dren. Parents who don’t know IMPS&ELFS will get to know the brand this way. Parents share their experiences with other parents by writing reviews on the internet and telling their friends. When children like the application, they will also tell their friends about it. Mouth-to-mouth advertising is an important element here. Social media will also contribute
Sharing experiences causes mouthto-mouth advertising
to increasing brand awareness. As the application is educational, magazines, schools and other authorities might be interested to promote the
Educational aspect is interesting for schools and magazines as well
application as well. -
Increase affectivity
Children who use the app will associate IMPS&ELFS with something fun and will get to know the collection better. Research shows that when a child likes a brand, the likability of that brand will also increase amongst parents. Beside that, people will appreciate that IMPS&ELFS is doing its
People will appreciate that IMPS&ELFS is doing its best to tell a valuable and educational story
best to tell a valuable and educational story. -
Increase sales
Children will get to know the collection by using the app. They will associate the collection with the game which will increase the likability of the collection. They will ask their parents to buy certain garments so that the
Children want same clothing as worn by the characters in the app
children can identify with the heroic figures. On top of that, like all other IMPS&ELFS’ collections, this collection will embody our humorous tone of voice. And we all know that humour sells!
What’s in it for the customer -
Support and encouragement
Almost every parent is facing problems concerning gender stereotypes while raising their kids. Most parents are fine with the fact that some children are different than others, but they are afraid of the response of
Encourage parents to think and talk about the subject
other parents and children. With this new collection and its supporting
Children will be encouraged to be who they want to be
Children will also be encouraged to be who they want to be and accept
campaign, we encourage parents to think and talk about this subject. that other children are different.
21
-
Entertainment
Parents often use their tablets to entertain their children. Movies and games are the perfect distraction for a child that needs attention. Beside that, shopping clothes for children is a tiring task for many parents. The IMPS&ELFS app will provide entertainment at home and inside the stores.
22
8. Communication items & media The application is the most important tool to communicate the story of the Happy Never Ending concept. Through the application the collection will be promoted. But how do we get the application to our target group? As creating the application will take around 75% of the budget, the communication tools should be low-priced. For the promotion of the collection and application we will do a photoshoot
Photoshoot with the main characters Spook & Angel
with the two main characters of the application, Spook and Angel. The style of the photoshoot corresponds with the cut-and-paste style used for the appli-
Cut-and-paste style
cation. This way, (free stock) images from the internet can be combined with the photoshoot in order to keep costs low. We give our customers the opportunity to get to know Spook and Angel by letting the two friends tell personal stories and sharing their favourite outfits, DIYs and games.
8.1 Social media The collection and the application will be promoted through Facebook posts, Instagram photos and Pinterest posts. At the moment, IMPS&ELFS only has 3750 followers on Facebook and 2150 on Instagram. That is not a lot compared to our competitors who mostly have around 10.000 followers. We are working on getting more followers on social media by posting messages more regularly and promoting our social media platforms in-store and on the website. By the time the new collection and application will be launched, we hopefully increased our online followers by 30%. The summer 2016 collection will automatically reach more customers. The collection and application will be promoted by Spook and Angel them-
Collection and application will be promoted by Spook and Angel on social media
selves. In the name of Spook and Angel, messages and photos will be posted on social media. The photos capture moments of the Spook and Angel story and every week a favourite look of both characters will be shown and de-
Every week a favourite look of both characters will be shown and described
scribed. These looks will contain IMPS&ELFS clothing as well as clothing of our befriended brands. Research shows that facebook posts work best when a brand involves the customer by asking questions and encourages followers to participate (Whispond). 23
Examples of Facebook posts and Instagram pictures:
24
The application will be promoted by giving sneak peeks of the application, sharing fun adverntures and posting DIYs created by Spook and Angel. The collection will be promoted through facebook/instagram posts that show Spook’s and Angel’s favourite garments/outfits.
8.2 Newsletter At the moment, IMPS&ELFS does send newsletters to its subscribers, but not as often as its competitors do. IMPS&ELFS could increase its brand awareness by sending newsletters every two weeks. The newsletters invite the subscriber
Sending newsletters every two weeks
to sample sales and brand events and keep the subscriber up to date with special discounts, new collections and collaborations. The Happy never ending collection and application will be promoted through the newsletter by Spook and Angel themselves. Spook or Angel will tell a small story about their ad-
Spook and Angel promote the application and collection themselves
ventures in every newsletter. Things like recipes or games are included in the stories as well. The stories are supported with visuals of their favourite objects and clothing they used the weeks before. 25
Example of a newsletter:
03/06/2016
CLICK HERE AND DOWNLOAD THE FUN SPOOK & ANGEL APP IT’S TIME FOR SOME TREASURE HUNTS! We are sure your little ones will love you even more for making their summer weeks unforgettable with these cool scavenger hunts. And it won’t take you too long to make, we promise! Here are four of our favourite hunts:
THIS WEEKS FAVS:
BURRIED TREASURES
THE COOLEST HUNT EVER
EXPEDITION GREEN
FOR THE RAINY DAYS
NEW: HAPPY NEVER ENDING PRINTS “I these prints on t-shirts are so cool, but I can never see them when I’m wearing the prints.. Now I’m able to look at them all day!” Angel said.
Angel: “I always love to wear these
sweatpants because they’re so exremely comfy I almost forget I’m wearing them!” (IMPS&ELFS, €26,95)
ONLY THIS WEEK: 30% DISCOUNT ON ALL JEANS* INTERVIEW: SPOOK’S CRAZY DREAM’S.. Spook: “This t-shirt makes me feel happy because it reminds me of Angel and me..” (Kidscase, €30,00)
Spook, you told us you’ve had some crazy dreams lately.. Can you tell us more? “Yes, last night I had a dream
about me fighting a dragon and there were all sorts of dwarfs and two days later I dreamed the exact same thing! And I felt
8.3 Website In order to inform our website visitors about our Happy Never Ending story,
Website homepage will promote the application and collection
the homepage will promote the application and collection. This way, (future) customers who are just looking for practical information are getting triggered to find out more about the collection and its concept. 26
Example of a possible website homepage:
SUBCRIBE TO OUR NEWSLETTER your email
ABOUT IMPS&ELFS
DOWNLOAD THE SPOOK AND ANGEL APP!
8.4 In-store promotion IMPS&ELFS only has two own stores in the world, both situated in Amsterdam. This can be perceived as a disadvantage as IMPS&ELFS doesn’t have the opportunity to fully promote and express the new collection throughout stores all over the world, but it can also be seen as an advantage. With only two stores there’s an opportunity to invest more in retail design in order to create a magical world around the Happy never ending theme. In each store
iPads with application inside the stores for children to play with
there will be an iPad with the IMPS&ELFS app for children to play with. This will be beneficial for the parents too, as they can shop clothing at ease. Furthermore, special clothing tags with codes to unlock different secrets of Spook
Clothing tags with codes to unlock different secrets of Spook and/or Angel
and/or Angel will be created. A 3D designer could be inquired to develop a retail environment inspired by the new collection and Spook & Angel story. An optional addition to the store layout would be augmented reality. Children
Optional addition: augmented reality to discover the story of Spook and Angel inside the stores
could discover the story of Spook and Angel by using their (parents’) smartphone or tablet. The characters of the Spook & Angel story and extra games will be hidden inside the two stores. By the use of stickers with codes, augmented reality could also be applied to other retail stores who sell our collec27
tion. However, at this moment the budget doesn’t allow augmented reality. For retailers who sell IMPS&ELFS clothing posters and pop up elements will be
Posters and pop up elements will be created to promote the collection and application inside other retail stores
created to promote our collection and the application. The posters will show visuals of Spook and Angel wearing the new collection. This way there is an opportunity to still communicate the story and the look and feel of the collection outside our own stores. Examples of visual merchandising props:
DOWNLOAD OUR FUN APP AND DISCOVER THE STORY OF SPOOK & ANGEL!
FEEL LIKE PLAYING A GAME?
N APP D OUR FU DOWNLOA ER THE STORY OV AND DISC ANGEL! & K O OF SPO
E FEEL LIK PLAYING A GAME?
Example of pop-up element:
28
8.4 Magazines and blogs A press release will be created for the Happy never ending collection and sent
A press release will be created and sent to magazines and blogs all over the world
to magazines and blogs all over the world. As the Happy never ending collection is not only focused on selling nice clothes but will also ‘teach’ parents and children about gender marketing, magazines will find it more interesting to write about. The press release will be sent to children’s magazines like:
29
9. Budgeting 9.1 Budget plan The budget we have for the communication strategy of the new collection is €20.000. For the design of the application we use young designers to keep the
Available budget: €20.000,00
costs a little lower. The budget we need to create the interactive application is €19.916,60. That means there’s almost no money left to promote the app and
Budget needed to create app: €19.916,60
collection. We hope to cover the shortage by working with the foundation Let Clothes be Clothes.
Let Clothes be Clothes is a foundation that asks retailers to rethink how they design and market children’s clothing. Just like many of their supporters, they’re concerned about how colours, styles and themes are split into for girls or for boys, and what message that sends out to children and adults. Children should decide their own interests, favourite colours, and wear the styles they find most comfortable and enjoyable to wear, rather than feel directed by retailers and pressure to con-form. Let Clothes be Clothes could cover €5000 of our shortage. Which means
Ask the foundation “Let Clothes be Clothes” for financial support to increase budget with €5000
there’s €5000 left for on- and offline promotion.
Description of different stages Illustration: Drawing the illustrations/collages for the application Wireframing/prototyping: Drawing the flow of the application Animation: Creating the animated elements of the application User interaction design: Make the application clickable Programming: Building the application Testing: Filtering the bugs and testing the usability Delivering: Putting and promoting the application online
30
Overview Description
Mandays
Illustration
Costs per day
Total
5 € 400,00 € 2.000,00
Wireframing/prototyping 0,5 € 240,00 € 120,00 Animation
5 € 500,00 € 2.500,00
User interaction design
1 € 240,00 € 240,00
Programming
15 € 580,00 € 8.700,00
Testing
3 € 580,00 € 1.740,00
Delivering
2 € 580,00 € 1.160,00 Subtotal
€ 16.460,00
21% TAX € 3.456,60 TOTAL € 19.916,60
9.2 Alternative budgeting A less expensive option would be to not develop the interactive elements of
Alternative budgeting: application without interactive elements
the application. The application will only consist out of an animation video that tells the story of Angel and Spook. There will be more money available to develop a retail design and print campaigns.
Overview Description Illustration
Mandays
Costs per day
Total
5 € 400,00 € 2.000,00
Wireframing/prototyping 0,5 € 240,00 € 120,00 Animation
5 € 500,00 € 2.500,00
User interaction design
1 € 240,00 € 240,00
Programming
5 € 580,00 € 2.900,00
Testing
2 € 580,00 € 1.160,00
Delivering
2 € 580,00 € 1.160,00 Subtotal
€ 10.080,00
21% TAX € 2.166,80 TOTAL € 12.196,80
31
10. Sources Butler, J. P., (1990) Gender trouble. Republished in 2002. Routledge: Taylor & Francis e-Library. E MARKETER, (2015) Mobile ad spend to top $100 billion worldwide in 2016, 51% of digital market. [Online] Available from: http://www.emarketer.com/ Article/Mobile-Ad-Spend-Top-100-Billion-Worldwide-2016-51-of-Digital-Market/1012299 [Accessed: 13th May 2015] Ferrier, M., (2014) Gender neutral fashion: beyond menswear and womenswear. [Online] Available from: http://www.theguardian.com/fashion/2014/aug/11/-sp-therise-of-gender-neutral-fashion [Accessed: 9th May 2015] Friedan, B., (1963) The Feminine Mystique. W.W.Norton: New York Fury, A., (2014) From Prada to CĂŠline, the fashion world joins the feminism movement. [Online] Available from: http://www.independent.co.uk/lifestyle/fashion/features/from-prada-to-cline-the-fashion-world-joins-the-feminism-movement-in-2014-9440861.html [Accessed: 9th May 2015] 32
Gianatasio, D., (2014) How can you reach Gen Y? [Online] Available from: http://www.adweek.com/news/advertising-branding/how-can-you-reachgen-y-160574 [Accessed: 13th May 2015] High, P., (2014) Forrester: Top technology trends for 2014 and beyond. [Online] Available from: http://www.forbes.com/sites/peterhigh/2013/11/25/forrester-top-technology-trends-for-2014-and-beyond/ [Accessed: 13th May 2015] Miessner, E., (2015) Male vs. femail standards: Men can cry too. [Online] Available from: http://rampage.d127.org/905/feature/male-vs-female-standards-men-can-cry-too/ [Accessed: 10th May 2015] Roberts, Y., (2013) Lucky boy raised without gender stereotypes. [Online] Available from: http://www.theguardian.com/commentisfree/2013/jan/22/ yvonne-roberts-gender-neutralchildren [Accessed: 9th May 2015] Sherman, L., (2014) Unisex fashion: Can it ever be more than a niche category? [Online] Available from: http://fashionista.com/2014/08/unisex-designers [Accessed: 11th May 2015] Smith, C. E., (2014) Will fashion ever embrace feminism as more than just a trend? [Online] Available from: http://flavorwire.com/480492/will-fashionever-embrace-feminism-as-more-than-just-a-trend [Accessed: 10th May 2015] Valenti, J., (2015) If you call yourself a feminist, make 2015 the your you act on those beliefs. [Online] Available from: http://www.theguardian.com/commentisfree/2015/jan/02/if-you-call-yourself-a-feminist-make-2015-the-year-youact-on-those-beliefs [Accessed: 9th May 2015] Young, C., (2015) Why a fashion girl can also be a feminist. [Online] Available from: http://www.ellecanada.com/fashion/trends/why-a-fashion-girl-can-also-be-a-feminist/a/98484#.VUX4W63tmko [Accessed: 10th May 2015] Zarrella, K. K. and Stagg, N., (2015) Feminism: Trending, but not a trend. [Online] Available from: http://www.vmagazine.com/site/content/3100/feminism-trending-but-not-a-trend [Accessed: 10th May 2015] 33
We can’t wait, can you?