Digital Marketing Context Report
By emma dearling
contents Executive Summary Who Is Missguided? Consumer Profile Competition Collaborations Brand Analysis Brand Objectives Social Media Social Media Mock Ups How To Make A “Missguided” Fashion Film Bibliography
EXECUTIVE SUMMARY In this report I will be analysing Missguided as a brand, in order to help me direct a short fashion film for the company’s use. By analysing their competitors specific use of moving image as well as their own, i can obtain a standard to which my film should reach in order to compete with other brands on the market. I will be looking at how moving and static imagery can have an impact on the way in which a brand is represented and how this in turn affects business. How they present themselves in all aspects of branding from social media to celebrity endorsements is vital in attracting the appropriate target market. My research will allow me to gain understanding of the brand imagery that makes Missguided unique, and will therefore influence my choice in cast, location, style, hair and make up and editing when directing my film.
Who is Missguided? Missguided is a UK based e-tailer which seems women’s fashion. They are started operating with an only online shopping experience which is a growing sector of the women’s fashion market. The British consumer as a whole can spend on average £50 billion a year online, which is more than any other European country in 2011. Around 28 million UK consumers shop online and this figure is looking to increase. For Missguided to be successful in the online, they must strive to have a strong digital presence in this expanding sector. They focus on a young demographic of young (16-30) females, who are interesting in celebrity inspired fashion at high street prices. Their high street prices range from low end at £3.99 – £54.99, and full price items range from £2.99 – £78.99. They present them selves through digital marketing on their blog/website and social media platforms such as Instagram, Twitter, Facebook and Youtube, to connect with their audience.
Consumer profile Missguided have a clearly defined target audience. You can see this through their choice in models, fashion styles and how they communicate on their website and social media. They connect with their target audience in a way some brands fail, or simply chose to ignore. They are focused on a target audience who are interested in celebrity inspired fashion at high street prices within a young (16-30) female demographic. The brand take pride in their ‘feminist’ chic that promotes confidence and fun. They ooze the idea of ‘girl power’ and ‘strong women’ which are noticeable traits in the celebrities they use to represent Missguided (Nicole Scherzinger, Amber Rose etc). They are a brand that creates fast, affordable fashion and are very trend orientated. They sell dresses, clothing shoes and accessories and provide various ways to shop their clothes whether it be by trend, occasion or by whats featured on their Instagram. On their website you can “Shop by Celebrity style” which is inspired by part of their target audience and they engage with by allowing shoppers to search for a particular celebrity whose style they like, and finding affordable versions through Missguided. With they consistent focus on their target audience they have created a future of people who naturally associate their brand with on-trend fashionable products.
Style
Shop
character
Media
Desires
Lifestyle
Interests
Sexy Flirty Feminine On trend Street style
Boohoo Asos Pretty Little Thing New Look H&M
Empowering Confident Creative Flirty Fun Outgoing Girls girl Rebelious
Instagram Twitter Youtube
Roadtrip Girl trips Friendships Insta Famous
Student Coffee Shops Party Girl Busy Fashion Focused Travels
Food Art and Films Music Photography Blogging Clubbing Parties
The Missguided consumer is a young female who is a fun up beat vibrant being who loves all things on trend, especially celebrity fashion. She is inspired by the likes of Kim Kardashian but only has a high-street (if not a student) budget. A ÂŁ75 coat would be considered a splurge. She wants to have the looks and style of a celebrity at a low price. She is very interested in fashion and loves to Instagram her outfit of the day after getting her daily Starbucks and listening to Rihanna or Beyonce on her Iphone. She watches fashion bloggers on youtube and may even have a blog herself. She likes to get dressed up on the weekends with her friends and go out clubbing, but also likes a night in in pyjamas, movies and a big group of pals. She empowers other women and is confident in herself as well as her style.
competition Missguided has global competition being high street womenswear. It competes with the shops on and offline. Being exclusively online can have both positive and negative impacts. Internet selling opens up a worldwide customer database with shoppers being able to order from anywhere in the world and have it shipped to them without having to be physically present in a shop. However this means the number of competitors is extremely higher as their audience is anyone in the world who has access to very different shops. The main competitors for Missguided are other online stores which share a similar demographic such as ASOS, Pretty little thing, Glamorous, Very and boohoo. However, they all have their strengths and weaknesses when it comes to moving and static images, as well as social media presentation etc. I will be comparing their main competitor BooHoo. This will help me see how other brands present themselves, where they don’t do so well and the standard I am competing with.
High quality
High Price
LOW Price
LOW quality
Boohoo has the same demographic as Missguided. They also offer menswear and kids wear. They present themselves in a slightly different way to Missguided in that their imagery looks more street style but defiantly shows similarities to the brand. They also focus on Celebrity inspired fashion and have their own ‘Get the Look’ section, allowing you to browse celeb styles and what Boohoo has to offer, much like Missguided. With so many celebrities and looks to replicate they cant all be doing the same looks. However, a customer may have more interest in certain celebrities that a competitor is featuring in their collection, and could decide to use their site instead. For example, Boohoo has a lot on the Kardashian sister, much like Missguided, but Missguided has done a lot more collaborations with celebs and bloggers instead of just replicating looks. However, Boohoo has invested in Kylies best friend Jordyn as a model to give them and edge. The imagery presented on their social media, is a lot of images that aren’t their own but relates to their consumer. They repost images from bloggers who have taken photos in their clothes or posted snaps of items of clothing. Theres a lot of style inspiration and food that their typical consumer would enjoy. Along with a handful of regurgitated quotes with their logo on. They post some celebrity crushes and a lot of photos of puppies and make up inspiration. There isn’t much on their actual items of clothing that they have taken professional shots of themselves. This is where Misguided thrives as they create a lot of their own content, as in images and videos that they themselves have taken as well as bloggers etc.
Boohoo’s adverts tend to be larger scale productions with multiple models locations and shots, with a very simplistic look book feel to them. They create a lot of trend videos which are another look book which use two models and are quick snap videos. These give the essence of the next season and really educate their consumer on up coming trends. They also create more story based videos which contain 3 or more models creating a sense of fun and friendship. These stories tend to be based on things they know their consumers would love to do or actually do themselves. Such as “Party after Party” is what you do after going out, they did this knowing their consumer is one that would go out partying. Also, “We are Young” is a group friends at a fun fair which is another setting which their consumers would enjoy and really promotes female friendships which they know their consumers will have. This really creates the feeling they want to bring their consumer when they wear their clothes and subconsciously makes the consumer think if they buy the clothes they will feel how the models do in these short story videos. They use music with no lyrics and don’t always edit the shots to the beat which means they can put in a lot more slow shots focusing on clothing which can make a consumer ponder on an item more and if they would want to buy it. They also do a lot more interview and How To videos which seem more personal and relatable to a consumer and really promote the brand as engaging and approachable.
collaborations Collaborations are an essential part to promoting a brand. Missguided choses who they collaborate with very well with people that ooze the essence of the brand. They choose bold, confident, empowering women. For example, Nicole Scherzinger, Amber Rose, Pamela Anderson and Baddie Winkle. Each campaign is very much about the individual but who each women as an individual is empowered, unique different and confident. They are either used as just a face to promote the essence of the brand or they have collaborated with to create a fashion line. They often do a “how to” video with them which gives advice on how they each achieve their confident attitudes or work their looks. They are normally create fun upbeat videos (and static imagery) and contain a lot of pink, props and catchy tag lines. For example, Baddie Winkle’s tag line is ‘Slaying Since 1928’, which really engages the consumers language use. Other collaborations that Missguided have done are with designers and bloggers, which you can shop by on their website. Presenting images of each collection with a face their consumer will either relate to or aspire to be like. For example, Sarah Ashcroft (a blogger) created a line of clothing and this really promoted the brand as it was able to be advertised all over Sarah’s social media and blog. With her being their target consumer and having so many followers of Missguideds demographic, it really reaches consumers in a more realistic way. Bloggers have a more personal feel to a consumer rather than an extremely famous celebrity. Having a mixture of collaborations really helps Missguided reach all areas their consumers may relate to and be interested in and shows the diversity and constant innovation in their collections. This will be really appealing to their consumer who loves fast fashion.
Brand Analysis
S
TRENGHTS
Clearly Defined Target Audience (16-30) Choice of models and fashion style on the website and social media pages speak to audience. Celebrity Inspired Audience, can shop by celebrity style Celebrity endorsed campaigns. Prices that fit their target demographic (£2.99-78.99) Strong social media identity. Offering discounts on their social media if they like their page or can win competitions on their social media accounts.
W
EAKNESSES
High Visibility of negative feedback on their social media pages Volume of sales means a lot of people asking about orders and returns, not always positive. Youtube videos don’t get as many views as they could when they do styling videos as they are a bit simple and not as captivating as their fashion films and look books.
O
PPORTUNITIES
Offline events to encourage online traffic. Utilising smaller boutiques/labels within Missguided. Create a separate Missguided Help page to divert negative feedback off their main page. Social Media Expansion and engagement.
T
HREATS
Global Competition, online and offline. Very competitive Market with everyone trying to do the next innovative thing. Consumer Ability to shift to a substitute product with other brands also creating ‘Get the look” pages. Other brands collaborating with possible celebrity collaborations first. Such as Boohoo with Kylie Jenner’s best friend Jordyn.
BRAND objectives Product/Service
Client profile
Womenswear clothing, shoes and accesories
16-30 Female Student Celebreity style orientated
Mirrors in style celebrity street fashion at fast affordable prices Brand Essence
On trend products
Missguided values affordable, on trend and fast fashion. They want to project the ideal of strong confident women and embracing being feminine and sexy. They know their consumers and replicate the right celebrity styles they know their consumers would love. Client benefit
Service/Product Benefit
More for your money Cofidence On Trend High end look at high street price Can dress like favourite celebrities
Affordable Clothing Fast Fashion Stylish Sexy On Trend Empowering
Social Media Missguided has a very strong social media identity and are very consistent in their branding style and content. They use social media to interact with consumers and promote themselves as a brand. Their Instagram is a feed of their own images from their campaigns. pictures from bloggers, short videos as teasers to the full ones on their Youtube and images of style icons or latest product shots. Occasionally they have quotes put on their Missguided backgrounds so they fit in with the aesthetic of their feed. The images have white borders so you can see the whole picture when you scroll down the platform and they often hashtag #babesofmissguided when re posting pictures of bloggers/consumers or celebs to give the consumer the idea of their ideal and what they know their consumer will aspire too. Their Facebook and Twitter seem to be used in a similar way, posting teasers of videos, pictures, offers and competitions. This help to connect with their consumers, get more likes and followers if they offer the winning of a competition in exchange. These are mainly used to either lead you to their website to shop the look, or see their new in products. As well, it leads you to the videos they have posted on Youtube which have more of their campaigns and consumer related videos. Their Youtube videos show from Campaign videos to models sharing their confidence secrets, make up hacks, styling videos and look books. Their is such a variety but all relates back to the consumer. It is all relevant things they know their consumers will watch or buy into. They also use Pinterest to share images of their collections, campaigns and seasons. They use a mixture of their own images and inspirational ones. It is similar to Instagram but there are a lot more images and inspiration. Instagram is more concise. They title their boards under slang their consumers will understand, relate to and want to look at. This is really good for giving their consumers inspiration for outfits and style to make them want to go buy on their website and replicate the looks they promote via this platform. Overall, I feel they use social media really well to connect with their consumers and promote themselves, their products and their essence via these platforms. This has really helped me see how my own fashion film would fit in with their current look and how it would be presented, which you can see on the next page where I have placed my own work in social media mock ups.
Social Media mock ups
P
How to make a “missguided” fashion film
RODUCT
I decided to choose a model with dark long hair who was very confident in front of camera. Alt of their models have long hair so they are able to use hairography (flip their hair with impact) in their videos. I needed a confident model to ooze the empowering feminine essence of the brand. She was able to be sexy and bold infront of the camera. All of Missguideds fashion videos have style themes and locations that match. I chose a graffiti themed location in Canterbury to give the video a lot of colour and to reflect the street styling and theme I chose to go with. The idea I had was to create a look book featuring the ‘Urban Street’ trend using Missguideds clothing and video style. The video will feature one girl, multiple outfits posing in a seductive, sexy, fun, flirty and confident manner. This girl will be parading around in her numerous outfits in front of edgy gratified backdrops strutting her stuff and making you want to be that girl in those clothes. It will be pieced to a heavy dubstep beat giving the video an underground grime feel but contrasted with the very pretty model. Giving the idea that girls can be sexy and street too. A lot of Missguided’s videos have a very pink feminine feel so I decided to go with street wear such as bomber jackets, trainers and cropped hoodie, mixing it with the feminine colours and heels in some outfits. I chose make up that was very sexy with a winged eyeliner look and over drawn lips to give her a seductive look. The hair look I went for was for her hair to be down and volumes so she could play wither hair in shots and in a pony tail to get some really good hair flick shots.
P
LACEMENT
The film I have created would fit on well on all their social media platforms. The original format will be placed on their youtube account alongside their other Look Book style videos. This will align nicely with the rest of their content on Youtube. The short social edits will be placed on their Twitter and Instagram and possibly Facebook accounts alongside some images from the shoot.
P
ROMOTION
This range will be released AW16 as the clothing range is one of there most recent releases. It can also be released as a “We Are Street” campaign. This will be released all over social as well as through PR. The advertisement will be placed on the website as the new latest home page. The Cover photo of the Facebook page and Twitter header. The content will be released over a couple of days of short edits and images from the shoot over all their platforms. A styling board will be put onto their Pinterest to make consumers want to buy into the new collection/season. There will also be a promotion email sent out to customers with an account to encourage them to come look at the new campaign and clothing line.
P
ROCESS
The idea of the timescale is to be filmed within 2 days and edited within the week after. I will be filming early on so if I need to re shoot I have time. I decided to film on week 4. I will be working as the stylist, videographer and director. The model I have chosen is a friend who is also a make up artist. When it came to finalising location it was very much up to my model. With models being hard to find and having a close friend who does, I thought I would take advantage. I have used her before and know she is very good and she lived in Canterbury. I went down a day early after looking online to have a location hunt. I pre ordered to the location, clothing in her size. Also speaking to her the week before let me know what clothing she had so I could style around that so I wouldn’t have to buy and return as many items. I employed her boyfriend for the day who helped to hold lighting, outfit change and get use from location to location. With the 3 of us we were able to spend about 45minutes at 3 locations in 4 different outfits, enabling me to have time to get numerous shots in the the tight schedule we had. Working with someone I had before, it was very easy to know what she is good at and what are her most flattering angles to work with which made the shooting process very easy. I then edited the video to a final cut within 2 day and colour grade, made social edits and exported it a few days later, so the process was not that difficult to complete. It just took a lot of organisation.
Bibliography Missguided Youtube Video List page. [online] Available from: https://www.youtube.com/user/MISSGUIDEDTV/videos [no date] [Accessed October 2016] Boohoo Home Page. [online] Available from: http://www.boohoo.com [no date] [Accessed October 2016] Boohoo Home Blog Page. [online] Available from: http://stylefix.boohoo.com/ uk/ [no date] [Accessed October 2016] Missguided Home page. [online] Available from: https://www.missguided.co.uk [no date] [Accessed October 2016] Missguided Baddie Winkle Campaign. [online] Available from: https://www. missguided.co.uk/baddiewinkle [no date] [Accessed October 2016] Missguided Celebrity Blog post. [online] Available from: http://blog.missguided.co.uk/fashion/celebs-underwear-as-outerwear/ [no date] [Accessed October 2016] Missguided Instagram Page. [online] Available from: https://www.instagram.com/ missguided/ [no date] [Accessed October 2016] BooHoo Instagram Page. [online] Available from: https://www.instagram.com/ boohoo/ [no date] [Accessed October 2016] Missguided Twitter Page. [online] Available from: https://twitter.com/Missguided [no date] [Accessed October 2016] BooHoo Twitter Page. [online] Available from: https://twitter.com/boohoo [no date] [Accessed October 2016] Newman, L [2012] Missguided SWOT Analysis [online] Available from: https://liamnewman.wordpress.com/2012/12/08/swot-analysis-of-missguided-and-their-digital-marketing/ [Accessed October 2016]