SS17 Campaign Strategy
Heritage. & Other Stories is a lifestyle brand which provides high quality clothing designed to accommodate the diverse lives of modern women. They are able to shop for everything in one place; clothing, accessories and beauty. From ateliers in Paris and Stockholm, it delivers stylish, crafted clothing that transcends current trends. Sustainable materials are at the core of & Other Stories design values. Between readyto-wear and CO-LABS with designers such as Sadie Williams, Rodarte and Rachel Antonoff, & Other Stories give it’s customers a taste of design that encourage them to share their looks, and stories, online with pride.
Audience.
& Other Stories is aimed at modern women between 20-50 years old who have a strong sense of their personal style and use it to tell the story of themselves. The & Other Stories customer leads a diverse lifestyle and enjoys shopping in a store which can cater for all their needs whilst providing high quality design.
Cara 26
Olivia 38
Sara 21
A fresh and modern personal style, however yet to be clearly defined. Her wardrobe is diverse to accommodate for her lifestyle.
Classic and sophisticated personal style. Minimal and tailored pieces are her favourite.
Unconventional and diverse personal style, centred around quality, unique pieces with a focus on knitwear.
Cara is an accountant who shares a central Leeds terraced town house with her fiance. She leads a typical working urban lifestyle. Whilst planning her wedding, she enjoys eating out, shopping and travelling with her fiance and friends. She wakes up early, eats clean and goes to the gym three times a week. Her ideal holiday is a city break, giving her an appreciation for wider culture, so she is not afraid to experiment with her style. A highly social person, she has a need for a versatile wardrobe that suits her varied lifestyle. She is a happy and hopeful woman who is excited for her new married life.
A writer for Cereal magazine, Olivia is an educated, liberal and sophisticated woman. She lives in a large, modern suburban home in Bristol. She and her architect husband have two children, 13 and 8. The couple are both very well connected socially and professionally, so Olivia attends events often. Balancing a successful career, busy social calendar and family life, she values her personal time. Making relaxation a priority, she regularly indulges in luxury beauty products and practices yoga at home. She takes pride in her beautiful and tranquil home and always recycles. Olivia is proud of her life and is very driven person.
Fashion Design with Knitwear graduate intern from CSM. Lives in London, Shoreditch in a house share with four other young creative professionals. Freshly graduated, Sarah immerses herself in city life as she gains insight in the fashion industry and works towards her aim of starting her own knitwear brand. She supports local businesses and independent labels as well as an appreciation for unique, quality brands. She visits galleries, museums and trade shows regularly, taking advantage of her central location. Given her knowledge as a graduate she values sustainable, high quality materials. She is an open minded, ambitious young adult.
Favourite social media: Facebook Favourite Co-Lab: Rachel Antonoff
Favourite social media: Twitter Favourite Co-Lab: Rodarte
Favourite social media: Instagram Favourite Co-Lab: Wool and the Gang
Online Audit. SITE
REACH
INTERACTION
FREQUENCY
25.4k
Likes.
238.5k
Likes, comments Every 1-2 and shares. Brand days. often responds direct to user comments, particularly custmer service related.
633k
Users tag others in posts, spreading content reach. Brand regrams user content and responds to comments. Users interect with eachtoher in the comments; content provoking discussion. Re-pins.
In bursts when a new board is created.
714k views
36.9k
Every 1-3 days.
CONTENT
LINKS
IMPROVEMENT
Image and short caption. Concise and eyecatching for skim readers. Product promotion. Images, videos and longer captions. Similar to Twitter content.
Brand website.
More varied content.
Brand website.
More detailed posts for highly responsive users.
1-2 daily posts.
Images, videos and gifs, referencing other users, stores, BTS and products.
Brand website. User pages.
Post more often.
Fewer videos each year. (2013:8. 2016:4)
Fashion films detailing products, collaorations and brand narratives. Images with short captions.
Brand website.
Return to posting more frequently.
Brand website.
Diversify board content.
Brand Analysis. Strengths
Weaknesses
• Original name with huge potential for an interesting concept. • Branding aesthetic is beautiful, clean and interesting. • Diverse, high quality range of product lines.
• Brand activities do not tell many stories. • Social media is inconsistent in terms of frequency and quality. • Core brand values such as sustainability, diversity and supporting creative talents could be more evident in in their brand activities.
Opportunities • The concept of the brand could be far more refined in terms of stories and messages. • Blog or editorial content could be used to illustrate brand values more clearly. • More involvement with influencers would encourage interaction.
Threats • Lack of direction risks the brand blending into sister H&M brands which have similar product lines. • The brand isn’t widely marketed, risking little awareness of the brand amongst target audience.
PR Objectives. • Refine the quality and consistency of social media accounts. • Increase following across all social media. • Sell products. • Connect with influencers who align with brand values. • Increase press coverage and appear in more news and fashion publications. • Develop editorial content to enhance the brand. • Establish the brands commitment to supporting women.
letters & other stories
Honest storytelling is the key to creating a connection between brand and consumer. The SS17 campaign ‘Letters & Other Stories’ invites consumers to write a story about themselves or someone they know and should relate to the subjects style, background and values. This may be in the form of a letter or a photograph with a caption and sent in via post or social media. For example someone might write about how they came to find their own personal style and how this communicates their personality. Alternatively someone may write about how their friend or relative inspires them because of a past experience or their strong values and lifestyle. It does not necessarily have to be fashion related as & Other Stories will make links between the muses and the corresponding collections; the key is that the story is compelling and meaningful. These stories will help the brand to promote values of diversity and empowering women and reinforce the storytelling concept. & Other Stories will select the four most compelling, brand aligning stories to centre the SS17 ready to wear collection on. This returns to the brands roots when its first collection had four different directions behind it, creating a versatile wardrobe which accommodates for the consumers entire lifestyle. The four chosen muses will receive a new & Other Stories wardrobe and beauty spa retreat.
personal letters handwritten style connections personalities intimate values pride inspiration stories empowerment
Campaign Objectives. • Clarify band values of diversity in customers and encouraging female empowerment. • Diversify social media and increase followings. • Develop an editorial element of the brand. • Increase consumer interaction and involvement. • Reinforce the brands core concept by telling more stories.
Action Timeline Brand magazine ‘Stories Magazine’ to be sent out to mailing list and made available in store. The catalogue will include a piece that launches ‘Letters & Other Stories’. Social media and in store advertising will also launch the campaign. Diverse group of female ambassadors share their own stories via social media, encouraging other to do the same and generally increasing interest in the brand.
January Place advertorials in fashion publications. Love, An0ther, Elle, InStyle, Vogue, Tatler, Red, Kinfolk, Cereal, Suitcase, GentleWoman. Announcement of ten influencers to become brand ambassadors.
February
The selected stories will be contacted and muse branding begins. Muses are announced via social media and email. Collection muse themes and stories are announced. Promotional films materials will released including muse’s stories and process of curating collections.
and be the the the
April
May March Brand social media begins to promote the campaign. This includes a promotional fashion film, promotion of stories by reposting consumer posts on Instagram, diversifying Twitter and Facebook content by incorporating the film, create board on Pinterest, post more frequently on tumblr about all aspects of brand whilst focussing specifically on the campaign.
Release of the new RTW collection. Online this will be organised by product type and by creative direction so consumers can shop the personality they want or certain products across all creative directions. Collection to be promoted using the muse’s stories and corresponding collection themes, films, photographic campaigns, sending clothes to ambassadors and celebrities, press coverage, advertorials, films, styling options, in store advertising and second edition of Stories Magazine.
Context for Success. • Creates conversation between brand and consumer. • Builds community within the consumer base. • Slow marketing builds intrigue and loyalty. • Consumers are offered incentive for participation. • Involves consumers in the process and product, making it more relatable and personal. • Empowerment is highly topical amidst issues of feminism. • Letter writing fits in with the slow living trend. • The campaign returns to the brands roots and core values which is what made it successful originally.
Film Blurb. A mothers love and guidance is forever. Remembering childhood stories, a young woman realises how her mothers wisdom taught her vital life lessons before she even knew she needed them.
Sample Content.
Example Instagram posts.
Letters & Other Stories campaign feature in Stories Magazine.
letters & other stories tell us your story