Current Promotional Channels

When analysing the channels to use for the promotion of a new collaboration it is important to look at the data to support the leading social networks. Statista (2020) have conducted research that provides the evidence that Instagram provides 83% of share respondents showing this is still a very strong marketing tool after the increase in popularity of TikTok among Gen Z and Millennials. Their research was conducted as well as in 2020 but in 2022 to compare the top social media. This shows that the social media popularity doesn’t change a lot and is consistent so using Instagram to promote the campaign is a safe option for the brands and will allow continuous engagement (Statista, 2022).

Leading social networks among Gen Z and Millennials to connect to others in the United States in 2020 (Statisa, 2020). Most popular social networks worldwide as of January 2022, ranked by number of monthly active users(in millions)

Collaborative Retail Multi-brand Partnership Strategies 2022

Appendix e

“In a post-pandemic world that relies increasingly on a saturated e-commerce market, brands are putting a new spin on collaboration to drive traffic and make the most of complementary assets. We dive into the brand partnership modes of the future through the lens of multi-brand retail and synergistic strategies”.

Collaboration and partnerships within brands are a powerful source for physical retail. “By leveraging different players’ various areas of expertise, brands can bolster one another during difficult times, sharing costs and customers. Joining forces with brands across categories, particularly those that are experience-driven, can also help companies elevate their physical presence among shoppers by offering something they can’t access online”. The use of a large physical store has no longer a postive effect on customer engagemn t and purchasing as people don’t want to have tro look for products they wan it given to them like they can do online.

“In an effort to reinvigorate consumer interest in visiting physical stores, brands should join forces to create new bricks-and-mortar spaces that combine the best each retailer has to offer. Strategic unions between retailers that have different strengths can reinvigorate interest in the shopping experience. To boot, partnerships offer a value add for both players. Larger, less agile players can get buzz and exposure to a younger consumer base from working with a smaller counterpart, while their collaborator gets access to additional capital, retail penetration, merchandising talent and distribution capability. Brand collabs are the norm, but partnerships between retailers are a newer method of building bridges and working collectively. Blending retail spaces is also a way to share resources and cut down on spending” (WGSN, 2022).

Figure 38: Gucci x Balenciaga

To represent my visual my collaboration ideas I created three visual boards that showcase three aspects of the collaboration for Jacquemus and Comme des garcons. I received peer and tutor feedback on these to help me to develop the collaboration further.

Introduction to the brand, collaboration: I created a visual board that gave a summary of my brand collaboration with my proposed logo development, brand name and strapline included. My initial idea for the collaboration is to include a pop-up store or event as a promotional technique. This also supports previous campaigns that both Jacquemus and Comme des garcons have created. The visual board also includes images of Jacquemus accessories such as the iconic mini bag, which would be in-corporated within the collaboration with the addition of the PLAY logo.

USP: The second visual board represents the USP of the Jacquemus and Comme des Garcon col-laboration. The first aspect of the USP shown on the visual board is linked with the history of the brands, where Simon Jacquemus previously worked for Comme des Garcon and from this job he earnt the money to be able to set up his brand Jacquemus. This USP has a deeper link with the designers and history of the brand. In terms of the product’s USP the collaboration will be only available for a limited time as well as the pop up that will support the collection. Large well-known celebrities will be used as influencers of the brand. The packaging will al-so be a large part of the purchase in terms of aesthetic.

Channel initial ideas: The third visual board explores the channels that will be used for the collaboration. The campaign should connect with digital marketing to stay relevant therefore Instagram will be the main platform for the campaign, this will be supported by TikTok and their website as the main hub of information. The pop-up is another way in which the collaboration will inter-act with the consumer. The pop-up will create an experience and follow the aesthetic of the collaboration such as the primary images of Jacquemus in Selfridges. Peer Feedback: StrengthsStrong logo design and brand aesthetic. The campaign inspiration has strong links with the brands. The colour scheme is good choice to link both the brands. The visual board has exciting visuals and strong strapline.

Development- Develop a clear product concept for the final outcome. Show the product development for the collaboration. Visually show the USP so it is clear.

Tutor Feedback: Strengths- Professional board, excellent branding development, strong use of colour and brand identity. All the boards work well together.

Development- Further annotation required to clarify ideas for final campaign and the channels intended to use. Refine channel ideas- digital element.

Self-Reflection: StrengthsStrong theme, design, and concept boards

Development- Develop the USP further, clearly show the channels intended to use for the collaboration and add comments to the boards.