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2.4 Marketing Communications Strategy
Omnichannel Marketing Strategy
The digital marketing strategy will be to use social media and the retailer’s website to promote the in-person event and the online product launch (See Figure 2.8a). For their prior exhibitions, Matches has used their social media to promote the events, which has driven a lot of traffic to the store (See Appendix 5). Gen Z and millennials are the population most influenced by social media and about “60% of consumers in the UK research products in an omnichannel way” (McKinsey & Company, 2021).
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Figure 2.8a: MatchesFashion Instagram Post and Website Digital Marketing, modified by author
Figure 2.8b: Lookbook Mock-Up for offline marketing, modified by author
While promotions for the event and the launch will take place online, offline marketing will also be used to target the older customers of MatchesFashion. Matches creates a luxury feel within the store through minimal marketing and unique décor (See Appendix 6). These ideals will be channelled with the MOZH MOZH brand takeover through an exclusive look book sent to Matches’ loyalty program members (See Figure 2.8b). In addition, the in-store pop-up event will be an offline strategy to promote the brand’s introduction to MatchesFashion website.
Heritage, Culture and Design, & Craftsmanship
“Gen Z consumers intend to splurge on cosmetics and apparel,” (McKinsey & Company 2021) and the new luxury consumer demands for brands to be authentic, transparent, and sustainable (Houghton and Taylor, 2018). The omnichannel marketing strategy will effectively express MOZH MOZH’s brand values and mission for a more innovative and ethical fashion industry. Within a luxury brand, you cannot just have high prices, there must be a story of the craftsmanship behind the products (See Figure 2.9). MOZH MOZH has embedded Peruvian textile techniques through local artisanship since inception, which places the brand in the luxury sector. The marketing strategy attached to the heritage, design, and craftsmanship of MOZH MOZH will be to create a feature film of the history of Peruvian artisan work and how the brand honours the traditions and innovates the industry from concept to carrier bag.
Figure 3.1: The CSV Model adapted to MOZH MOZH, modified by author Figure 2.9: The Paradox of Luxury-Goods Marketing
MOZH MOZH ethically sources and manufactures its textiles through Peruvian artisans and employing their local communities. These principles will be modelled through the QR codes available in-store. Customers can scan the codes to learn about the artisans who sourced, manufactured, and dyed each garment. This creates transparency in the supply chain and promotes the sustainable activities MOZH MOZH carries out in every step of product creation (See Appendix 9). The brand’s focus is highlighted by three of the UN’s Sustainable Development Goals: decent work and economic growth (Goal 8), industry, innovation, and infrastructure (Goal 9), and responsible consumption and production (Goal 12). The CSV model represents the social need for sustainable and ethical shopping, the brand’s expertise of honouring traditional Peruvian techniques and collaborating with artisans in a socially responsible way, and the business opportunities of reducing over production and consumption to create a shared value system for all parties involved (See Figure 3.1). MOZH MOZH’s corporate social responsibilities can be monitored through Environmental Social Governance ideals of creating annual sustainability reports, using Kering’s example of the EP&L method to measure the environmental impact of the business (Kering, 2020), and joining environmental coalitions like the Fashion Pact (2020) or Fashion Revolution that value and work towards a more conscious industry (See Appendix 10.5).
Timeline
Initially, the offline strategy of the launch event at the flagship location in Marylebone was planned at the same time as the website launch (See Appendix 10.8). However, to drive more traffic to the in-store pop-up for the immersive experience, the website launch will take place after the exhibition opens (See Figure 3.2). This will encourage customers to experience the brand through the tactile experience of feeling the fabrics and trying on the clothes, building trust in MOZH MOZH and their products. As the in-store exhibition will be for a limited time, this will increase demand for the items and the omnichannel experience to guarantee that MOZH MOZH will generate success on the MatchesFashion website. Once launched on the website, each product page will include the same information given by the in-store QR codes to promote the sustainability and craftsmanship marketing strategy. In August of the launch strategy, the supply chain will be re-evaluated to ensure ethical sourcing, manufacturing, and distribution, so the demand doesn’t exhaust the Peruvian artisans and their natural resources.
Figure 3.2: Timeline of Launch Strategy
Photo from Instagram (2021c)
