Marketing and
Distribution plan by August Ortega
Table of Contents Page 3 ....... About the Designer
Page 19 ....... Segment Analysis
Page 4 ....... Distribution strategy
Page 21 ....... Market Segment
Page 5 ....... E-Commerce
Page 22 ....... Brand Identitiy, Creative Message and Media Strategy
Page 6 ....... FullFillment Page 23 ....... Company Logo Page 8 ....... Retail Page 24 ....... Website Page 9 ....... FAB Statement Page 27 ....... Social Media Page 10 ....... Retailers - Financing
Page 28 ....... Store Front Concept
Page 11 ....... Logistics
Page 29 ....... Packaging Concepts
Page 12 ....... Breakdown of the First Year Costs
Page 30 ....... Marketing Strategy - Message Content - Media Planning
Page 13 ....... Marketing Strategy - Company Overview - Objective
Page 31 ....... Monthly Social Media Campaign
Page 14 ....... Internal Environment
Page 32 ....... First Month of Social Media Campaign
Page 15 ....... External Environment - Research Trends
Page 33 ....... Campaign Strategy and Approaches Page 34 ....... Experimental Marketing
Page 16 ....... Competitor Analysis Page 17 ....... SWOT Analysis Page 18 ....... Marketing Objectives - Target Market and Brand Positioning
About the Designer
Born and raised in Los Angeles, August Ortega has been exposed to fashion and diversity since day one. August has lived across the many wonderful cities that Southern California has to offer allowing him to experience the varied styles of fashion from an array people from all walks of life. From the fashion of urban city dwellers of Downtown Los Angeles to the beach bums of Ocean Beach San Diego, inspiration was everywhere. August Ortega has been involved in the fashion industry since birth. His grandmother was a dressmaker and his mother a seamstress, August had all the help needed to hone is craft since the age of five. During his high school years, his art teacher allowed him to sew garments and turn them in as art projects, giving him the opportunity to grow as an artist and designer. August received formal education at The Fashion Institute of Design and Merchandising over the span of eleven years. Finances and health prevented him from completing his education in a timely manner, but through perseverance and tenacity he was able to finish with two degrees in fashion design and an advanced study degree specializing in menswear design and processes. In total, August has had over twenty years of experience in garment construction and design. August is known for his traditional construction methods and abstract ideas to shape, size and color use. He uses elements of womenswear to influence the direction of his men’s sportswear through fabric, silhouette and color story. August has a keen eye for detail and garment construction that allows fun ideas to come to fruition in a well developed manner.
Distribution Strategy Sartorial Theory is based out of Los Angeles and we plan to be selling our product directly to our consumer. In the first year of business, we plan on selling our products primarily through online venues. Our production, packaging and warehousing will all be done locally, with shipments only done in the continental US. In selling our products directly to consumer, we will be using not only our website, but also utilize social media (i.e. Instagram) to spread out product. We plan on selling our product primarily to men whose age ranges from early 20’s to early 40’s. Our customer is a metropolitan resident who’s income exceeds 50k. Our customer is discerning when it comes to quality and is particular about where their money is going. They work in an environment where their exterior appearance is important and style choices are a must. Sartorial Theory is aiming to break even within the first year, sustaining current production and distribution trends of the company. Moving forward, we project the company to increase 25% in the second year and 30-40% in the third year as brand recognition and sales increase. In going into detail, within the first year Sartorial Theory, once securing funding, will begin to hire essential personnel; including a person for marketing, finance, an someone to head production and logistics. To operate within the first year we estimate a decent starting salary for those positions at a combined 120K, spend 80k for marketing, which includes social media ads, partnerships with magazines and utilization of YouTube. In production and logistics, which we will include, warehousing of our products 445k and 75k in miscellaneous expenses that may arise such as licensing, permits, and supplies.
First Year In the first year we estimate to break even with 500k in the first annual of sales, which allow us to break even. Within that first year, Sartorial Theory will begin a marketing campaign that will bombard users on YouTube, Snapchat and Instagram by creating ads and short videos that will showcase the products we plan to offer and emphasize the quality and uniqueness of the brand. Customers will be able to purchase our garments through an interactive website, where they will first hand experience what it means to shop with Sartorial Theory. To operate our online store and website, we will use our person who heads logistics to handle online sale orders and process them and make sure shipments are on time. As the first year progresses, we will make appearances as pertinent fashion shows, have customers wear our products at social gatherings and attempt social media influencers to have a first hand experience with our garments in hope that Sartorial Theory is something they would recommend to their audience.
Second Year During the second year, we expect a 25% increase in sales so that by entering our third year we can comfortably lease a brick and mortar location near the downtown Los Angeles area. Along with a new store, we will need to hire a store associate who along with one of the essential staff will operate store sales. Sartorial Theory’s new storefront will not only give the company another outlet for sales, but add to the experience the brand is trying to give our customers.
Third and Fourth Year After the 3rd and 4th year, Sartorial Theory will have an increase of sales by 30-40% and by the fifth year baseline to where the company is making a profit after all of the company’s expenses. In the coming years Sartorial Theory would have the opportunities to vamp up user experience online and at the brick and mortar by bringing in accessories, a fragrance line and footwear. Sartorial Theory’s experience in tailored garments will also allow it to offer bespoke suits and have an onsite tailor to measure the customers where associates will offer beverages in an elegant and contemporary atmosphere.
E-Commerce To offer the most out of our e-commerce presence we look to three companies that are doing well in that area. Amazon was the first company that was doing well in the online community. It has been efficient in getting its order, processing and then shipping the product to its customer in two days. Our second company we looked at was Fashion Nova, with their vast inventory, inexpensive products and quick shipments they are able to sell affordable garments and get them shipped to their customers in a quick manner. They utilize massive sales and social media to not only produce their products quickly but also sale them so they don’t have a lot of inventory taking up space and making their sales. Finally, I looked at target where they integrate their online market with their physical locations. With target, you can spend just as much time online looking for the right products and if you don’t feel like waiting, you would be able to pick up your orders at the nearest Target store. In our first year we plan on having our own methods of running our ecommerce, with some delay in processing and shipments. Once we enter our third year and have invested in a brick and mortar, we plan on integrating some of Targets ecommerce plan into our own. We want our customers to be able to buy online or through our shop app as well as place items on hold to be picked up by a specific date to get it at their convenience. Our goal is to create a pleasant and expeditious shopping experience for all our customers whether it be online or in person.
FullFillment Two fulfillment houses I found while searching the Internet was Medallion Fulfillment and logistics and Fulfilltopia. Medallion Fulfillment and Logistics services offered: • Merchandise barcoding system • Custom hangtag and price tags • Process all returns and exchanges if desired • Computer system that allows us to monitor inventory • Located near the port of Los Angeles to allow for faster processing from overseas shipments • Low shipping rates due to company’s high volume which allows them to pass savings onto us the consumer Fullfiltopia • Reduced shipping costs (company offers inventory storage, pick and pack, shipping and receiving • Low operating costs. By allowing us to keep our essential staff while Fullfiltopia handles the needed staff for whatever situation • E-commerce services with access to inventory, email confirmation and great shipping rates and global shipping • Full retail distribution order fulfillment Pricing for Fullfilltopia are as follows: • Set up Fees- $250 for the first 25 SKU’s and $3.75 each additional SKU ($150 for pre integrated platforms) • Account and Inventory Management- $350 Monthly fees • Storage per month – 1-9 pallets $19.89 per pallet - 10-29 Pallets $18.36 per pallet - 30-49 pallets $16.83 per pallet - 50-99 pallets $15.30 per pallet - 100+ pallets $14.95 per pallet • Shelf Storage - $12.75 per shelf • Fixed or recurring fees (integration management) –
Level 1 Batch File Upload/CSV/Entering orders in our Order Management System (Client uploading file) Free
Level 2 Standard, PreIntegrated Platforms, Shopping Cart Systems $150.00
Level 3 Advanced, PreIntegrated Platforms, Shopping Cart Systems & Marketplaces $250.00
Level 4 Premium, PreIntegrated Platforms, Shopping Cart Systems, Marketplaces, Order Management Systems & ERP’s $350.00
Level 5 Enterprise, PreIntegrated Platforms (ERP’s, EDI Platforms & Accounting Systems) $425.00
Level 6 Custom Integrations or Direct API/Web Services Access Custom Quote • Enterprise Middleware Application • Cloud & License based application – we pay monthly fees per platform; passing on the costs Integration Management
• Variable Fees – • Pick & Pack • Order Charge • $2.04 per order • For the first item picked • $0.41 • Each Identical Item • $0.13 • Commercial Handling • Inner Cartons • $0.80 each • Master Car tons • $1.56 per case • Picking Single SkuPallet • $11.25 per pallet • International Processing: • $2.00 per order • **Commercial orders that require special labeling and sorting/placement may incur additional charges. • Receiving • Receive Product • Inspect/Count Product • Key into WMS • Put Away • Rate: • $17.90 per half hour • 40’ Containter $450 • 20’ $350
Retail In the first two years of Sartorial Theory, we will be focusing on our sales from our retail locations as well as online with the aid of showrooms and sales/road reps. Entering the third year with an increase of sales, we will be investing in a brick and mortar. Sartorial Theory will also have varying products at different venues so that there is an incentive to come to the brick and mortar.
Mode of transportation to get the SALE! • Prospecting- Find out if our seller specializes in contemporary better men’s sportswear • Pre-approach- who is the consumer, will they buy our product, who is the target market? • Approach- Offer a brand that is high quality and unique that isn’t seen in mainstream retail locations. • Presentation/demonstration- we offer a brand that is unique and of high quality. Using Quality textiles and art we deliver a method of dressing that allows all types of men to tell a story through their clothing. We utilize elements of womenswear (i.e. silhouette, color stories, print scale, textiles) to influence the direction of the designs for the brand. Experience in tailoring creates a well-constructed garment teamed with quality textiles to create garments that are meant to last. • Handling objections- Figure out what the no is and continue coming back by amending the objections they had until we get the sale. • Closing the sale- Sign all documents needed for the sale, make sure finances are in order so that we get paid. • Follow-up- check up on customer, see if there are any more sales that they need in case inventory is running low, make adjustments as needed and maintain a line of communication so that the customer can come to us for whatever they need post sale. Maintain that relationship!
FAB Statement “Tell your own tale through high end, stylish and innovative garments that utilize quality textiles and fine tailoring.”
Website Sartorial Theory will within the first year keep the website domain through GoDaddy and transfer it to the Wix Platform. We chose Wix because of the easy user interface and ability to easily navigate the options to alter the website as well as having all services needed, i.e. SEO, e-commerce and website analytics. Prices for a premium package is $1008.00 for two years, if a monthly plan is chosen then the monthly price increases to $56.00 a month. Once Sartorial Theory has established itself with sales, we plan to have the site built from scratch using a website developer.
Retailers Sartorial Theory will be supplying products to various retailers across different channels. The first channel will be to boutiques so that we can reach an immediate audience with more exclusive pieces. Boutiques will include Maxfelds, Mohawk Man and MRKT. The named boutiques specialize in designer and luxury high end brands. Along with boutiques, to reach a broader audience we will be supplying to higher end department stores such as Bloomingdales, Barneys of New York and Saks Fifth Ave. The major department stores supply high end designer products and would be a proper fit for the types of garments Sartorial Theory creates. To reach a broader audience, Sartorial Theory will sell our merchandise to online retailers as well as having our own online retail presence. Our online retailers would include Revolve, SSENSE and Oki-Ni since they specialize in unique higher end menswear products.
Financing Financing Within the first year of business, we plan to finance the company through a rigorous crowd source funding campaign, investors and a bank loan using personal credit. The Goal is to finance the first year and with monthly sales pay back interest plus principle towards our loans and investors. Once there is an establishment of our first annual sales we will look into factoring. Two were looked at from both coasts, Capital Factors, Inc.(California) and DSA Factors (Chicago). Though costs and fees were not readily available, Sartorial Theory estimates fees and costs to be roughly between 10-25% of the total sales estimate. DSA Factors also works with Purchase Order financing. With PO financing, our manufacturers can use the funding to purchase raw materials or machinery, fees and costs associated with the supply chain (i.e. duties/tariffs, insurance, costs to release containers, logistics). This will also aid in avoiding the need for future bank loans. Banks related to the Fashion Industry • BBCN Bank • CIT Group • Comerica Bank • First Capital • Union Bank of California • Rosenthal and Rosenthal Inc. During the operation of the business, the need for an attorney is crucial. We estimate costs for attorneys to be between $5,000- 10,000 a month. An hourly rate is between $150- $350 an hour, Sartorial Theory would look into whichever is less expensive.
In the first year of business, our payment terms with our retailers will be an immediate payment upon delivery. This will speed up the payment process and establish a relationship with them. Over time with steady income, we will feel more comfortable establishing different terms such as a net 30-60. When we begin to enact the net 30-60 we will use factors to guarantee funds so that we can operate. To incentivize retailers to pay sooner, we will offer 2-5% discounts on payments made early.
Logistics In the apparel industry a few logistics services that specialize in the area are; 3PL Links which are able to do scheduled delivery or immediate delivery, APL Logistics which specialize in apparel retail and have end to end supply chain visibility and The Apparel Logistics Group Inc., on top of the services they share with the other logistics companies they are able to navigate services with free trade zones. Sartorial Theory will remain committed to using domestics companies to aid in our endeavors and will use Fullfilltopia which offers full service in fulfillment and logistics. Costs have been calculated while looking into the company for their services.
Breakdown of First Year Financials Budget Breakdown
Marketing Strategy Company Overview Sartorial Theory Sartorial Theory is the beginning of a lifelong story: A menswear brand that allows the customer to tell the tale they have been wanting to tell for a long time. Sartorial Theory uses unique silhouettes, vibrant colors, and bold prints to deliver a one of a kind look for the customer to explore. Sartorial Theory is quality and individuality; it is also a vehicle to tear down barriers. Sartorial Theory is the menswear brand that allows customers to live by our motto, “To thine own self be true.”
Products Our brand specializes in tailored garments from trousers to coats. We have dress shirts, vests, and quality sweaters. On our more basic end we have quality knit pieces with great colors and unique artistic graphics for tops.
Price and Size Price ranges go around $70 USD for a graphic long sleeve shirt to $1700 for a wool cape. Dress shirts approximate $200 USD with trousers at $250USD. Size ranges are 29-38” for bottoms and XS-XL for tops, jackets and coats.
Objective Sartorial Theory’s objective is to create a unique, high quality garment for the explicit purpose of allowing the customer to be able to tell their own tale. Sartorial Theory’s other objective is to create brand awareness through our brand’s image and our brand’s message via social media and first hand contact with people who wear our garments. Sartorial Theory will start out as an online store. In the coming years of steady growth, we will invest in a flagship brick and mortar in Los Angeles to add to the experience that is shopping with Sartorial Theory.
Internal Environment Target Market Young adult 20’s-40’s, a metropolitan resident. Very tech savvy with the latest gadgets. Annual income of over $50k. Single or in a dedicated relationship. Young professional either in fashion or in the arts. Outgoing and adventurous. Popular on Instagram. Musically eclectic, moderate to left leaning democrat. Very ambitious.
Human Resources Initial Staff August Ortega – Designer/CEO Marketing Specialist Finance Specialist During the growth of Sartorial Theory, more staff will be added as needed for various tasks that arise. • • •
Financial Resources SBA Loans, Angel investors, or Crowd Source Funding
Informational Resources WWD, Vogue Homme, WGSN, Paper Mag, Instagram, Pinterest, Snapchat, the Doneger Group
Supply Resources Textiles will be sourced from within Los Angeles County. All production and distribution will be done in Los Angeles as well.
External Environment Research Trends Demographic Trends Millennial/Gen Z make up of 52% of the population. 49% are male. They enjoy the experience of shopping, heavy use of social media and technology, and are socially and climate aware.
Economic Trends This customer uses a variety of methods to bring in income. The customer also has several sources of income (i.e. Works during the day and Uber driver at night). They are self-reliant and are not a fan of conventional corporate culture.
Ecological Trends Sustainability is at the forefront of the consumers’ mind. They care about a company that is environmentally aware. They are increasingly relying on the use of renewable energy and look for sustainable sources of packaging as well as transparency in the supply chain.
Technological Trends There is an increase in more advanced technology such as phones and tablets. There is also an increase of wearable technology. Artificial intelligence is more frequently being used in newer technology, thus making it easier for the customer to multitask.
Political Trends Sartorial Theory will be manufacturing in California, the climate is left leaning and majority democrat. The city and state focus on societal issues with a drive for sustainability and renewable energy. The country is divided on societal and environmental issues. Current administration creates stress on other countries, while at the same time causing a strain on trade relations with other countries.
Socio-Cultural Trends With Gen Z being more extreme on the social issues, they push for environmental and social change. They are fierce in their beliefs and act to change the status quo. Millennials act as the bridge between progress and tradition. Born in the advent of technology, they are more patient and understanding. They are for progress, but understand that timing is important. They are both proficient in technology but not obsessed with its influence.
Competitor Analysis Rivals’ unique competitive advantages ZARA- vertical distribution, 30-60 day turn around, affordable, trendy All Saints- Cutting edge fashion, reasonable prices, unique designs, quality garments martinMARTIN – Quality garments, one of a kind designs, boutique style experience, trendy Rivals Weaknesses ZARA – questions regarding ethical behaviors, limited sizes, mediocre customer service, regional difference in styles All Saints – Sometimes on the expensive side, limited locations, limited color palette, not known for superior customer service, limited advertisement martinMARTIN – expensive, one location, limited color palette, too trendy for most customers
SWOT Analysis Strengths • High quality construction • Produced domestically • Unique styles • One stop shop for men • Mainly natural fibers • Marketing bombardment to attract new customers • Unique styles not seen in current stores • Styles allow customers individuality Weaknesses • Low brand awareness • Low start up funds • No brick and mortar • Higher priced pieces Opportunities • Attracting influencers could increase visibility • Styles to attract trendy clientele • Potential for brick and mortar to create a more unique shopping experience Threats • Location in competitive market • High price points may deter initial customers • Competitors with higher revenue could knock off designs at lower prices • Limited location availability SWOT Analysis
Marketing Objectives Objectives Sartorial Theory’s objectives are as follows: • To increase visibility of brand through Facebook, Instagram, Twitter and YouTube. • To build our customer base and keep them by tending to their needs. • To learn the needs of our customers through research and firsthand feedback. • To establish a baseline of sales in order to break even in our first year. • To increase sales by 25% with continuing marketing campaign and to improve on our collections so that we may be able to invest in a brick and mortar location by its third year. • To increase our likes and followers by double our current numbers on our social media sites through innovative posts and audience engagement within its first year. • To create a brand that stands separate from its competitors by creating quality unique garments.
Growth Sartorial Theory’s growth is solely dependent on market penetration at this stage of the brand’s development. In the beginning of the brand’s life cycle, our focus is on our product development and saturating the market with our unique look and quality garments. Sartorial Theory’s looks are twists on the usual pieces already out there. By adding elements borrowed from womenswear, our pieces stand apart from our competitors to give us the needed edge for increased publicity.
Target Market and Brand Positioning Market Analysis Market Scale Sartorial Theory will start off as an online retailer, which will allow us to save funds in the beginning. Following the second year, our increase in sales will allow us to invest in a brick and mortar. Once the brand has enough funding through our sales, we could eventually move on towards opening more locations and begin to sell nationally as well as internationally.
Market Characteristics The typical Sartorial Theory customer is truly a unique and expressive individual. The Sartorial Theory customer is typically a male who is creative, innovative and empathetic. The customer is in their 20’s to early 40’s who is known for wearing trendy, tailored and unique outfits. The Sartorial Theory customer is passionate about social and environmental change who believes in not wasting as well as not adding to the overwhelming waste problem. The customer is middle to upper middle class with an income in excess of $50,000.
Segment Analysis Demographic Variable • • • • • • ion.
Gender: Male Age Range: 20’s-Early 40’s Income: $50,000 - $120,000, middle to upper middle class Education: College degree (Associates to Masters) Marital Status: Single, in a relationship or married Job: In starting stages of their desired career, usually a career in entertainment or fash-
Geographic Variable • Located in Los Angeles, CA o Population: 4 million o Income: Homeless to Upper class with wealth in the millions o Residents: A mixture of life long residents and transplants o Climate: low 70’s – mid 80 degrees yearly, moderate rain with varied weather depending on location within Los Angeles County.
Psychographic variable The Sartorial Theory customer is a strong, bold creative male with an array of interests. He is passionate about social and environmental change and actively works in his personal life to lead by example. He has a discerning eye and pays very close attention to detail and buys accordingly. The Sartorial Theory man is understanding and empathetic with a kind heart and strong values. He is the type of friend whom you can always count on and he will love on all of your pets until they run off. He has eclectic taste in music and in fashion, and will wear and listen to whatever captures his attention. He definitely marches to the beat of his own drum.
Behavioral and Attitudinal Variable The Sartorial Theory customer is a bright positive yet pragmatic human being. He aims to see the bright side of things while remaining realistic of certain outcomes. In a work setting, he is a leader and passionate about the work it takes to meet whatever goal he strives for. He can be competitive and sometimes allows his more aggressive side out to get certain points across. He is the opposite of flippant, so don’t come to the Sartorial Theory customer unless you want a real and passionate response. He is loyal to his friends and to anything that doesn’t disappoint him, especially when it comes to the sites and stores he visits to buy what he needs and wants.
Media Consumption The Sartorial Theory customer is always on the go and their media consumption is varied. While they are away from home, they rely heavily on their phones and tablets for entertainment. The customer utilizes social media for current trends and news, YouTube for their clips of the day or even music videos, and Pandora/Spotify/Soundcloud for music from their favorite artists or up and coming ones. When they are stationary in their homes, cable television is their secondary source of media consumption. The TV is usually background noise for the most part, tuning in and out of a variety of commercials and TV shows.
Market Segments Segment One • Male, 25, in a relationship, middle class ($63k annual salary) lives in Long Beach, CA • This customer is heavily reliant on their tech devices, constantly on social media • They are fun, passionate and worry about social and environmental change. • They look for brands that are environmentally conscience. They also shop for garments that work with their fast paced lifestyle.
Segment Two • Male, 36, Married, middle class ($87k) lives in Koreatown Los Angeles, CA • Has fun with his appearance but is more concerned about the quality of his purchases • Has been in the same company and has more liberty to dress as he pleases • They are able to shop for quality driven brands. Also, they look for diversity in silhouettes, color story and textiles to create fun looks.
Segment Three • Male, 43, Married, upper middle class ($115k) lives in Downtown Los Angeles, CA • Has advanced in his creative field of work and has established a steady stream of income. • Is free to shop where he likes and spends his money on quality unique pieces. • They shop for brands that focus on quality and uniqueness. On top of quality, they like to shop with brands who are more of a lifestyle so that they have less need to shop around.
Positioning Sartorial Theory is a brand that you can rely on when it comes to unique and quality pieces. The way we can compete with our competitors such as All Saints and martinMARTIN is by delivering high-end quality and unique pieces. We also compete with our competitors by having a variety in our color stories, silhouettes and textiles that aren’t present . Sartorial Theory spends time in researching color trends, sourcing the best textiles, and investing in great artists to produce quality images for prints. Sartorial Theory allows people to tell a story with their outfits by having a variety of colors, silhouettes and fabrics. The prices Sartorial Theory offers may be high, but the customer who purchases from the brand looks for quality and wants his clothing to have longevity. Their garments are unique yet timeless, which allows them to be worn in traditional or unorthodox fashions.
Brand Identity, Creative Message and Media Strategy Brand Style Guide Company Motto: ”To thine own self be true.” Font: Modern No. 20 Colors: Tawny Port 19-1725 Pantone TCX Black Beauty 19-3911 Pantone TCX
Company Logo and Labeling
Websites
First page of website
Photo Gallery of previous peices of work
E-commerce page dedicated to sales of products
Blog from the designer
Page dedicated to supporting up and coming artists that have used our products
About the designer
Social Media
Store Front Concept
Packaging Concept
Marketing Strategy Sartorial Theory is an individual based company with the focus on quality and uniqueness. To present the proper marketing campaign to our customers, Sartorial Theory is focused on bombarding the target customer utilizing social media and services like YouTube to appeal to the different senses of the customer. Sartorial Theory also plans on using the influence of micro influencers such as Jeremy Carver from Empire and reaching out to local celebrities to wear pieces from current collections to spread the brands image.
Message Content The message that Sartorial Theory wants to address in its campaign is one of inclusivity, quality and individuality. In the ads, Sartorial Theory wants to display its outfits on different types of males, not just a single type of look. The focus would also be on the attention to detail as well as the wow factors of each garment. Through the use of unique story telling of the brand to newly launched music, the brand wants to set itself apart by introducing new types of “artists” with music and a different voice to tell the story of the new brand.
Media Planning Sartorial Theory plans to utilize a well-rounded campaign to touch on different types of the customer’s media consumption. Sartorial Theory will use Instagram, Twitter, Facebook and YouTube to give our message a platform to showcase what sets the brand apart from our competitors and why our customer should shop with us.
Monthly Social Media Campaign
January
February
March
April
Kick off social media campaign Spring Summer Collections
A Month of Love
LA Fashion Week
A flowery A Salute to treat (spring!) Purple
July Beginning of Fall Winter collection Campaign
August September Influencers Music Takes Take over Over Pop Up Store!
October Spooky Season!
May
June Summer Fun
November December Giving Season of Thanks to our Giving! Customers
First Month Social Media Calendar January 2020
Sunday
Monday
Tuesday
Wednesday Thursday
Friday
Saturday
1 Happy New Year!
2
3 Spring/Summer collection releases YouTube Vlog: Spring/Summer Collection
4 IG Story time: How Did we get started #IGTV
5 National Bird Day #nationalbirdday
6 Quotes to live by #QOTD
7
8 Hump Day Posts #humpday
9 Throwback Thursday #TBT
10
11 IG Story time: Inspiration for current collection #IGTV
12
13 Quotes to live by #QOTD
14 August’s Birthday celebration
15 National hat day #nationalhatday
16
17 YouTube Vlog: What to Buy!
18 IG Story time: Why Menswear #IGTV
19
20 Quotes to live by #QOTD
21 Martin Luther King Jr. Birthday #MLKDay
22
23 National Pie Day #Nationalpieday
24 National Compliment day #nationalcomplimentday
25 IG Story time: Random Story Time #IGTV
26
27 Quotes to live by #QOTD
28
29 Hump Day Posts #Humpday
30 Throwback Thursday #TBT
31 How was your January! YouTube Vlog: End of Month Wrap Up
Campaign Strategy and Approaches Social Media • Instagram – Through the use of Instagram, we are able to use imagery as well as videos to tell the different stories we are trying to tell. The hashtag function allows our posts to be seen by a variety of consumers who are able to come to our page simply by looking up certain hashtags. This outlet reaches the most consumers who use social media. • YouTube – Through the use of video, we are able to reach out to influencers as well as our own content to spread our message around. By using interesting personalities as well as unique story telling for our ads, we will attract a variety of customers whose interests revolve around unique imagery, good music and an interesting point of view. • Facebook – Facebook has been able to reach a vast age group of customers. Through Facebook, we want to use this space to talk about sustainability, philanthropy and the overall positive message we want to put out regarding our brand. Also, in this space we want to be able to discuss our quality of garments and versatility so that different types of customers can shop with us. • Twitter – With Twitter being limited in character count, this is where Sartorial Theory will use bold images with short phrases and important hashtags to make a statement. Creative, quick and concise messages with visuals will be tweeted so that it is easy to understand what the brand wants to convey.
Traditional Publications Once Sartorial Theory has established itself as an up and coming brand, we plan on taking out advertisements in magazines such as Vogue Homme, Paper Mag, WWD and WGSN, so that traditional users of media are also able to see what Sartorial Theory has to offer.
Designer Blogs, Stylists and Brand Ambassadors Sartorial Theory’s first objectives will be to be featured in designer blogs that specialize in higher end menswear. With the use of blogs, interviews can be conducted so that the readers can get an in-depth view of the inner workings of a new brand. In this realm, hopefully we can discuss transparency of how the brand works and our goals. Sartorial Theory also wants to establish a strong relationship with brand ambassadors and stylists so that the brand can get a greater scale of exposure through the clients of the stylists and ambassadors. This direction will be the greatest way to get product placement and exposure since celebrities and entertainment vehicles have the highest visibility among consumers.
Experiential Marketing Experiences/Events In Sartorial Theory’s first year, the brand will launch the Fall/Winter Collection through a pop up shop in Downtown Los Angeles. In the pop up shop, the customers will be able to experience what the future brick and mortar store will offer. The customers will be able to get measured for the more tailored garments for a custom fit; they will be given a top quality experience with associates offering them refreshments; and have an at home experience as they browse the products. Sartorial Theory will partner with different accessory brands as well as beauty brands that specialize in a male market so that the customers have the best experience for a one stop shop specifically for men.
Interactive Content In the second year of the brand’s life, Sartorial Theory plans on investing in an online interactive store. In the website, customers will be able to enter a virtual store where they will have a 360 degree view of the virtual store. While in the store, they can click on different racks and shelves, so the garments on display in that section will come to the front with the option to buy or try on using the measurements provided. Once they click on a garment, they will be given suggestions for accessories and other pieces that go with that garment. In doing this, we will be able to create a unique experience before the brick and mortar store comes into play.