+ Emese Bako Yi-Chun Chen Helena Fapranzi Debora Mendillo Aishwarya Narula
VISION
“American Apparel aims to be a voice for the young generation.”
MISSION
● ● ● ●
Inspire conversation with younger generation Make a difference Re-establish a respectable brand image Reconnect with the target
VALUES
● ● ●
Equality Diversity Creativity
● ● ●
Freedom Empowerment Sustainability
BRAND OVERVIEW ● ● ● ● ● ● ●
1989 DOV CHARNEY "Made in the USA" 2007: sold US$125 million 2014: Dov Charney ALLEGATIONS 2015 & 2016: BANKRUPTCY 2017: GILDAN Activewear 2017: ONLINE ONLY
“Ethically Made—Sweatshop Free”
PREVIOUS ADVERTISEMENT
ADVERTISEMENT NOW
MARKET SEGMENTATION ●
Online-only retailer
● ● ●
GEOGRAPHICAL
15-22 years old Students - young adults Medium-high level education
DEMOGRAPHICAL
● ● ● ●
Confident, optimistic, positive Empowerment, inclusivity Fashion conscious Uniqueness
PSYCHOGRAPHIC
● ● ● ●
Social media Content and conversations Sustainability Good working balance
BEHAVIOURAL
4P’s AND COMPETITORS
PRODUCT
PRICE
Womenswear, menswear, accessories, kidswear
Womenswear, menswear, accessories, interior design & living, tech accessories
Womenswear, menswear, accessories
Womenswear, menswear, accessories, kidswear, activewear
$12-$120
$14-$99
$6.50 - $383
$5 -$498
E-commerce
Own retail & E-commerce
Own retail & E-commerce
Own retail & E-commerce
Website + Social Media
Website + Social Media
Website + Social Media + Street ADV
Website + Social Media + Street ADV
PLACE
PROMOTION
COMPETITORS (Google Trends)
POSITIONING MATRIX
HIGH PRICE
LOW QUALITY
HIGH QUALITY
LOW PRICE
POSITIONING MATRIX
HIGH PRICE
UNRESERVED
RESERVED
LOW PRICE
POSITIONING MATRIX
HIGH QUALITY
BASIC
TRENDY
LOW QUALITY
0,12% for 1.8M followers
WEBSITE FACEBOOK
0% for 1.5M followers
Lorem ipsum dolor sit dolor amet, consectetur nec adipiscing elit, sed do ipsum eiusmod tempor. Donec facilisis lacus eget sit nec lorem mauris.
Vestibulum nec congue tempus
SOCIAL MEDIA & WEBSITE
SOCIAL MEDIA & WEBSITE
MARKETING OBJECTIVES Brand Awareness Generation Z Brand Perception Millennials → COMMUNICATION STRATEGY New Brand Associations Support Local Workforce And Young Talent → COMPANY VALUES Brand Engagement Customer Relationship → INTERNSHIP, AMBASSADORSHIP & UGC
Raise Awareness → ETHICAL PRODUCTION
Increase Profits → SALES & PROMOTIONS
MARKETING STRATEGY =
+
REWARD
AA+ CONTEST
Increase social media engagement and UGC
Integrate & educate the new generation into the future of the company
WHAT
WHY
WHY
WHERE
Uni campus Pop-up truck
WHY
Engage young target emotionally and physically
CONTENTS 1
TRANSVERSAL MARKETING STRATEGIES
2
PRE - CAMPAIGN
3
CAMPAIGN AA+
4
POST - CAMPAIGN
Offline and online marketing strategies
Social media activations
Implementation and social media
Rewards
1
TRANSVERSAL MARKETING STRATEGIES 1
RE-TARGETING Turn visitors into consumers
2
CONTEST/GIVEAWAYS Reach larger audience and participation online
3
4
DIRECT EMAILING Drive potential customers to online purchase
INSTAGRAM SHOPPING POSTS Increase sales
5
6
7
8
SEO & SEM Relevance online
INFLUENCERS Brand awareness
DISCOUNTS Brand loyalty
PRESS RELEASES Collaboration with the university’s newspapers/journal
1
TRANSVERSAL MARKETING STRATEGIES
PRE CAMPAIGN - Social Media Activation
2
TIME GOAL CONTENT
Start: May 2019
Increase awareness of brand values
AA Values: associated with community development & society
AA+ CAMPAIGN - Timeline
2
April 2020
TIME
Promote talents through “AA+” contest
GOAL
@laurenmazzei (NYC) @theesperanzamaria
(DC) @everettwilliams (LA)
INFLUENCERS
Instagram, Facebook, Snapchat & YouTube
April 2020
May 2020
June 2020
SPONSORED ADS
NYU
GU
UCLA
AA+ CAMPAIGN - Implementation
3
Source: trends.google.com
AA+ CAMPAIGN - Contest Students only Lorem Borrow clothes ipsum
NYU - GU Experience & buy UCLA
→ AA+ contest
3
Open to Universities public
POP-UP Lorem POP-UP ipsum TRUCK congue TRUCK (Shop + Cafe)
Universities Lorem NYUipsum - GU UCLA
AA+ CAMPAIGN - Social Media
Stories & posts
3
→ Social media buzz Event video promotion
→ Enhanced brand awareness & visibility → Interaction with the
Sponsored advertisements
brand & its products
POST CAMPAIGN - Rewards AMBASSADOR
INTERNSHIP ● ● ● ●
3x campus Department related to studies 3 months - Summer Paid
SUPPORT EDUCATION & TALENT ACQUISITION
4
CONTEST
● ● ● ●
3x campus Promotion: social media, on campus, events Unlimited period of time Reward: points, discount vouchers, products
INCREASE AWARENESS & BRAND VALUES = REFERRAL MARKETING
CONCLUSION
PROBLEM
STRATEGY
● Previous negative image
● Reconnect with customers
● Unclear positioning
● Strengthen communication
● Weak customer outreach
● Online / Offline approaches
ACTION
● Advocate AA values ● “AA+” campaign ● Contest
RESULT
● ● ● ● ●
● Pop-up truck ●
Brand awareness Brand image Customer engagement Brand loyalty Strengthened online and offline presence Increase in sales
THANK YOU