AA+ Fashion Marketing, Fashion Communication and Digital Media Project

+ 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

INSTAGRAM

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