Marketing Development Strategy

KEY IDEAS

With a stronger brand identity, the business will be more memorable and encourage higher levels of interaction.

A clear and easy to navigate website can build an engaged audience which increases the duration and visits to the website.

A visually appealing Instagram page captures an audience with increased likelihood of following. It

is important that it is clear what the brand is from the initial look of the profile.

It is important to have a range of social media platforms to reach a wide audience. A range of content for different social media platforms will increase engagement.

With the brand ideologies focusing on giving minorities opportunities to enter the fashion industry it is important that this applies to geographic location, giving everyone opportunities to utilise the business.

1. Brand Identity

2. Website

3. Instagram

4. Omnichannel Marketing

5. Virtual Access

1. BRAND IDENTITY COLOUR PALETTE

2. WEBSITE

A business’s website is the heart of the brand and the hub of all information. This means that the layout needs to be simple, clear, and easy to navigate to ensure engagement. The current website feels slightly confusing and isn’t clear what the brand is from the initial look. Therefore, we have mocked up a new landing page for the website which explains exactly what the business is, using the two key buttons that are used on the current landing page.

‘Fashion Minority Report’ seem to follow a colour scheme which should be part of the identity of the brand. The current monochrome logo feels disconnected from the brand and the use of abbreviation is perfect for the bio of website, however the full name should be used in the logo for a small business to help with brand identification.

We have mocked up an adapted logo which aligns with the identity of the brand through the full name and use of colour.

‘Fashion Minority Report’s’ landing page uses the five theme colours; therefore, this should be implemented further into the brand’s identity. All adverts, social media posts and merchandise should include these colours.

By adopting these colours are ‘your’ brand colours it gives the brand a clearer and more memorable brand identity. When the brand grows further these colours can identify the brand without the logo.

THE NEW LAYOUT:

A bio about Daniel Peters is at the front and centre of the landing page to inform the audience key information to understand the business. Under this shows the top news stories which are featured on the website and social media. These news stories will include hyperlinks to access the report directly.

The top bar includes the logo, two buttons which are on the current landing page and social media links. These icon links send the consumer straight to the brands social media platform.

LOGO DESIGN:

As described before, the logo change aligns to the brand identity better through the brand name and colouring. Therefore, this should be added to the Instagram profile.

USERNAME:

The current username of the brand ‘fashnminorityrpt’ may be hard to find due to the name of the brand not being the username. The Instagram username should be easy to find if searched to allow accessibility for users to find.

BIO:

From some primary research the bio that is currently on the Instagram was described as difficult to understand what ‘Fashion Minority Report’ is offering as a business. Therefore a few alternations were made, which we feel explains your concept more clearly.

A link tree should be added to the Instagram bio to allow direct links to the website and other social media platforms or charities you may work with. This increases accessibility for the audience who is interested in finding out more about the brand.

STORIES:

With the Instagram algorithm being unpredictable it is hard for new brands to get noticed or for their followers to regularly see their posts. Therefore, by using stories this gives the brands followers a second chance to see the business on their feed.

The design of a story needs to firstly match the brands aesthetics (colours and typography), as well as being eye-catching, clear and informational to avoid the consumer skipping past the post.

HIGHLIGHTS:

Currently the highlights on ‘Fashion Minority Report’s’ Instagram is limited and do not have any stories saved on it. It is important that highlights are used on an Instagram business page because stories are only available to watch for 24 hours, so this gives opportunities for more people to see these posts. Highlights also allow you to organise key information into ‘folders.

We have mocked up the highlights for the Instagram page using the five key brand colours and five key areas that we believe a consumer would look for on the brands page.

For an individual who has just discovered the ‘Fashion Minority Report’ Instagram, a grid post is one of the first things they will read to gain information about the brand. The current posts that are advertising ‘speed mentoring’ are limiting the information and facts about the event. If the consumer cannot see all the information clearly, the post and brand will become disengaging.

The mock-ups that we have created clearly states what the mentoring event is, who can apply and all the information that is needed.

INSTAGRAM REELS:

The Instagram algorithm prioritises reels over images therefore it will be beneficial for ‘Fashion Minority Report’ to use Reels as part of the marketing of the business.

These short form videos can be recycled from TikTok to give consumers a second chance to see the video. However, it is important that these videos are engaging and catch the audiences attention within the first three seconds, otherwise the consumer will scroll away.

One idea is you could have someone at the front and centre of the camera asking a question, such as: ‘Do you want to know how you can get your brand noticed by a retailer?’ or ‘Do you want a career within fashion buying?’ This type of snappy start will make people continue to watch your video, with links to the website, it will also encourage people to visit.

4. OMNICHANNEL MARKETING

5. VIRTUAL ACCESS

INSTAGRAM LIVE:

TikTok is a social media platform which is essential for a new business who want to expand and grow. Especially with the target market of ‘Fashion Minority Report’ being Generation Z, TikTok will create expose the brand to this audience. The covers of the videos need to all align and match to create an aesthetic for the brand and to be recognised as their brand Identity.

TIKTOK: YOUTUBE:

YouTube is a useful platform for businesses to have, as it allows consumers to watch longer form content and understand the brand’s identity and personality. For ‘Fashion Minority Report’ this platform will be good to showcase behind the scenes, adverts for mentoring or workshops and vlogs from the staff and mentors.

YouTube have recently introduced ‘shorts’ which allows short from content to be uploaded in a TikTok style. Therefore, the TikTok content can also be posted on here.

‘Fashion Minority Report’ should use Instagram

Live as an additional feature to utilise on Instagram. Not only does this allow more people to get involved in the events but it also makes the brand current and always visible, due to notifications.

VIRTUAL EVENTS:

‘Fashion Minority Report’ represents equality, diversity and inclusivity in the fashion industry therefore access to benefit from the business is essential. With the brand being London based, this limits the consumers to either live in London or have the disposable income to be able to travel to London. Therefore, with the help from the pandemic, virtual events are a normality in today’s society allowing a range of individuals to meet within being in person. This feels like a necessity for ‘Fashion Minority Report’ as the concept is very on brand and aligns with the pillars. Sites that people have knowledge about would be useful to use as part of the virtual events such as social media live streams, and teams.