For this film I wanted to create something that really encapsulated the whole of the brand. A film that incorporated all of the brands ethics and beliefs, as well as fitting in with their current social media and YouTube content.
Consumer Profile Board.
Name: Meghan (with an “H�). Gender: Female. Age: 21. Occupation: i-D Magazine Intern. Relationship Status: Single and proud. Hobbies: Exploring and Photography. Most used form of social media: Tumblr and Instagram.
Consumer Profile Board.
The Monki girl lives in an Urban location and is either a student, studying something creative, or has graduated and is Interning. She doesn’t like to drive anywhere and would rather experience her city by getting the bus or the tube to her desired destination. In her free time, she likes to wonder around her city taking unique pictures on her vintage camera. She loves Brick Lane and all of the quirky vintage shops that it has to offer. When she’s beginning to lag, she likes to take a break and have a quick coffee in one of their arty coffee houses. She’s not big on going out on nights out, but when she does she goes to a trendy bar just off of Southbank, with dim lighting, a great atmosphere and Indie music that isn’t played too loudly so she can still hold a steady conversation with her closest friends about the current events that she read in the Metro on her way into work. She has a knowledge of Politics but doesn’t force her views onto others and is open to everyone’s opinion. Overall, the Monki girl is sure of who she is and is confident in herself and where she is in her life, but isn’t afraid of a bit of spontaneity and is always up for a bit of a laugh.
After completing the competitors positioning map is became clear that my three main competitors were Lazy Oaf, Cheap Monday and Weekday. Others such as American Apparel and Urban Outfitters had a similar price range, only slightly higher, but a very different more mainstream aesthetic. The Kooples having a similar aesthetic but a very different price range with their prices being a lot higher.
Monki
Lazy Oaf
Cheap Monday
Weekday
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Product Range
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Price
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Location
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Promotion
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-Strong consistent branding throughout their website and other social media accounts. -Easy website to navigating allowing you to view their previous seasons. -They have an “Instashop” on their website allowing you to buy directly from the images off their Instagram account. -They are currently celebrating their 15th anniversary with a pop up exhibition called “Lazy Land” -They promote their shop by having lots of pop up shops and events all around London. -Their net worth is growing year on year with a 30% increase from 2014 – 2015. -Lazy Oaf ships world-wide. -Offers free shipping on orders over £75. -Lazy Oaf caters to students and offers 10% off student discount. -They collaborate with smaller organisations and charities and work with them to create clothing, a percentage of the money used to buy the items are then donated to the charity. -Great location of their current store in London. -Cool quirky interiors in their store, consistent with their branding. -Sold online at asos.com.
-Some of their clothing pushes the budget of their target market. -Not the widest selection / variety of clothing available. -Cater to a smaller demographic basing their advertising on “Keeping it weird.” -Only one physical store. -Opportunity to expand their shops across the UK or even just London. -Opportunity to open up concession stores in department stores worldwide. -They have the opportunity to expand their clothing and content on their social media to appeal to more consumers. -Their quirky slightly strange clothing may put consumers off buying their clothing and buy from more mainstream competitors. -Competitors producing a wider variety of clothing for each collection put up online. - Cheap Monday offer more physical stores to visit.
Lazy Oaf is a fashion brand that caters to the needs men and women with a quirky style, from ages 18 to late 20s. All their clothing produced is very unique and there is no other mainstream clothing brand like it. They have every form of social media including; Facebook, Twitter, Instagram, YouTube and Tumblr.
-Produce clothing that would appeal to a wide range of people with a slightly quirky style. -Reasonably priced clothing produced. -Simplistic website design easy to navigate. -Great exposure with their clothing being viewed in i-D magazine. -Website linked to their Instagram page allowing followers to feel a part of the brand. -Regular posts on Instagram and other social media pages. -Wide range of clothing across their online store. -No Twitter or Tumblr page. -No stores in the UK. -Only use baseline advertisement. -No YouTube Channel promoting any of their online moving footage. -Opportunity to open up stores around the UK. -Opportunity to start a YouTube channel, allowing them to create some moving imagery. -Opportunity to start up a Tumblr page. -Lazy Oaf have a stronger following on their Instagram page allowing them to be ahead of that area of social media. -Cheap Monday have more physical stores in the UK. -Monki offers cheaper clothing for a similar aesthetic.
Weekday is a fashion brand that ships internationally inspired by Scandinavian design. H&M group own the brand, along with Monki and Cheap Monday. Their clothing is aimed at men and women aged between 18 to 35 year olds. Their social media includes; Instagram and Facebook.
Cheap Monday caters to a wide range of ages from 18 to 35 years, both male and female. Their clothing is unique and there is a wide variety of clothing on their online store. The brand is owned by the H&M group, along with Monki, and they have stores in London, Paris and China. Cheap Monday’s social media includes; Facebook, Twitter and Instagram.
-Free shipping on orders over £70. -Wide variety and diversity of clothing offered in their store and online. -Clothing is reasonably priced. -Frequent posting on social media accounts. -Social media accounts consistent with the overall image of the brand. -They have a #cheapmondaylook, allowing their consumers to post photos onto the cheap Monday website linked with Instagram. -Their website allows you to look and browse at all their previous campaigns from all years. -The company ships worldwide. -Is sold online at asos.com. -Website is each to use and is clean and the look of the website links with the aesthetic of their brand. -Free shipping on orders over £70. -Wide variety and diversity of clothing offered in their store and online. -Clothing is reasonably priced. -Great location of their physical store in Central London.
-To offer student discount on their online store. -Opportunity to promote online with banner advertisement or online video adverts. -Opportunity to open up concession stores in department stores.
-Only one s t o r e . -Only promote on base line advertising. -Don’t have a YouTube Channel. -Cheap Monday do not offer a YouTube chanel for their customers to visit unlinke Monki and Lazy Oaf. -They have a strong following on Instagram but competitors such as Lazy Oaf have a stronger one catering to a wider audience.
Brand Value Produce clothing that doesn’t impact negatively on the environment, from fabric to design of a garment.
Brand Essence Keeping up with modern trends and creating unique clothing aimed at their quirky style of customer as well as keeping up with social issues that are faces to stay ahead.
Brand Personality Fun Quirky Happy Bubbly Talkative Little bit Silly Energised Aware
Product / Service Profile Womenswear, contemporary garments with a quirky twist whilst still being fashionable and on trend.
Consumer / Audience Benefits Being able to buy affordable fashionable clothing that fits with your personality as well as clothing that is well made and durable.
“Monki makes contemporary affordable clothing aimed at a younger demographic of girls/women aged between 15-25, designing and creating trendy well produced garments that are sustainably produced, allowing their consumers to be proud to wear a fashion forward conscious brand.�
-Cheaper clothing for similar aesthetics. -Regular posts onto social media such as Instagram. -Strong location of their store in the middle of London. -Sold online at their online store as well as stores such as asos.com. -A wider range of products than their competitors. -Produce on trend quirky clothing. -Website is easy to navigate with great clear crisp images that represent their brand well. -Their online store ships worldwide on orders over £70. -The interior of their stores is wacky and crazy and grabs consumers attention on arrival. -They have the #monkistyle, allowing their Instagram followers to easily buy clothing from their website. -They only have baseline -A lower following online on dia then some of their bigger -Only one physical -They don’t have a Tumblr page, many of sumers use - missing out on a big part of
advertisement. social mecompetitors. store. Monki’s consocial media.
-Have more pop up events to promote their brand. -Opportunity to expand their social media following. -Opportunity to open more stores around the world as well as Britain. -They can post more frequently on YouTube of their clothing and collections. -They only promote on baseline advertising have the opportunity to have online video adverts as well as TV adverts. -Open up concessions of their brand in department store so they are able to reach more customers. -Offer student discount on their online store. -Produce more video content of clothing on their online store. -Allow their customers to view their previous campaigns. -Opportunity to start a Tumblr page reaching out to more people on social media. -Lower following on social media could mean that some customers are swayed to bigger brands. -Cheap Monday has more physical stores around the world than Monki. -The lower following fan base online could allow other companies to use their social media as better advertising.
Monki is a women’s fashion brand aimed at a generation of quirky youngsters, with an age range of 15 to 25. The Monki brand is owned by the H&M group which also owns Cheap Monday. Monki designs and makes clothing aimed at an edgier style of girl. Their prices range from £8-£130. Monki’s social media includes; Facebook, Youtube and Instagram.
Monki YouTube. Recently the videos produced by Monki are combating issues that related to the modern day woman. Celebrating ten years of having Monki around, the company has created ten videos dedicated to ten different statements from some of their Monki followers. These videos can now be found on all platforms of their social media.
These short collection of films produced by Monki have so been named their Monkifest and a small collection of sweatshirts have been produced with slogans from some of the films. The sweatshirt seen on the oppsite page is also fatured in my film as I felt that it was fitting to have a part of the Monkifesto featuring in part of my film.
One of Monki’s shoots that was uploaded onto their YouTube channel in February 2015 was a video promoting their denim range. This video was where I took my main inspiration from. The way it is cut and the content itself is what I really loved. The fast paced editing and upbeat music worked well with the two girls in the film who appeared to be enjoying themselves and having a laugh in the shoot, working well with Monki’s aesthetic of fun and fashion. I also loved the randomness within the video of having a random shot of a pineapple mid-way through the video. I really liked the inconsistency of this, almost to appear to be making a joke trying to make the film a little less to seriously.
Puma’s new “Do you” campaign features model and activist, Cara Delevingne. The aim of the campaign to, “inspire confidence in women everywhere.” The young Delevingne described the campaign as “accepting who you are, no matter your faults.” The campaign includes a 30 second video, featuring various new active styles from the brand, with the youthful model talking about her view and stand on body acceptance.
Monki produced a statement on their core values as part of it they stated that they are, “convinced that we [they] can create clothing collections that enable our customers to express their personality” this was a really core belief of Monki’s that I really tried to take on board when producing my film. The core belief that anyone can wear Monki, with any personality, any strange quirk, any race, any religion, any sexuality, as part of my film I featured two girls of different ethnicity’s both beautiful in their own right, this underlining Monki’s emphasis on anyone being able to wear their clothing. “We believe business should be approached with humanity,” a simple statement from them but one with a lot of heart that not all fashion companies abide by. The film I have produced shows to girls being themselves and just being human, just being themselves. I think that the fashion industry as it is does not appear to follow this rule within their marketing as well as how their clothing is produced. Many campaigns and adverts currently feature stunning girls but all pouty sullen broody looks, with no fun and not a lot of movement. Monki is different to other fashion brands in this respect I wanted to make that clear with the final cut of my film. “The clothes have a style that represents personality and independence,” my short film is encouraging young girls to wear what they want, embracing their own personalities and own inner child, instead of conforming to the norm of, the sometimes boring, mainstream fashion. 11% of the cotton Monki use in their collections is organic, Monki allows itself to be aware of its surroundings and the issues of today. There have been many about the environment and staying green, Monki has stayed ahead and is already doing its best to avoid having a negative impact on the environment.
PRODUCT
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I have used to very different looking models both of different ethnicities linking with Monki’s concept of accepting anyone.
This film along with the short edits would be out on their Facebook page as well as their YouTube channel.
Lots of Monki’s previous films are set in studio like places so my film links with the previous films shot for the Monkifesto film series.
Although Monki doesn’t have a Tumblr page I would place my short GIFs of my film that I have made on here as I feel Monki would benefit from a Tumblr page.
Although the film itself does not tell a story the overall narrative of the film including the text at the end encourages young girls to wear what they want encapsulating Monki’s ethos of fashion for everyone. I styled the shoot myself using the majority of Monki’s clothing and featuring key pieces from Monki’s most recent collection, including one of their slogan sweatshirts from their Monkifesto. The whole shoot was fun and upbeat, the music that I chose linked with the overall concept of the film, as I felt it fitted really well with the values of the Monki brand. Along with my film I produced some GIFs seen on my blog to place on Monki’s Tumbler page. Sticking with Monki’s ethos of acceptance all of the photographs remain unedited as I felt this linked well with Monki’s beliefs, as well as the girls being beautiful untouched.
PROMOTION Although my film was not produced to go along with a current campaign, I feel it would align well with the previous videos posted on their YouTube of their Monkifesto. As Monki only use baseline advertisement, I would use one of the short edits of my film to use on YouTube as an advert that is watched before a film comes on. This allows Monki to advertise to the type of people who would watch similar film content.
The film took two weeks to plan for, getting all the clothing together, sourcing a team and booking the studio was very time consuming. For the shoot I prepared a shot list to give the models an idea of what kind of scenes I was after. I also wrote the models a little paragraph on who they are as a person for this shoot, summing up who the Monki girl is and her type of personality. For the shoot I got a commercial photography student to help me out, as well as a film student to help me set up the lighting. I also got a make up artist to do the make up for the models, I gave her a mood board of the type of makeup I was after and she based her choice on this.
As all of Monki’s previous campaigns have only every used baseline advertisement, all of my mock-ups that I have created are based on their current advertisement platforms, this is apart from Tumblr of which I feel they would benefit from creating a Tumblr page.