Tailored to be powerful
Campaign and Marketing Strategy Document | & Other Stories | S/S 19
CONTENTS
Campaign and Marketing Strategy Document
Overview
Campaign Assets
4 / Campaign Concept 5 / Campaign Identity
28 30 31 32 33 34 36 38 40 41 44 46 47
Context 6 / The History 8 / About & Other Stories 10 / Understanding the Brand and Brand Onion 11 / SWOT Analysis 12 / Competitor Analysis 15 / Brand Positioning Map
Target Customer 16 / Customer Profiles 20 / Understanding the Customer
Marketing 22 / The Marketing Mix 24 / PESTLE Analysis 25 / Campaign Branding
/ / / / / / / / / / / / /
PR and Press Releases Promotion Summary Campaign Magazine Visual Merchandising Store Front Store Bags Postcard Posters Swing Tickets Campaign Merchandise Website Instagram Facebook
Campaign Launch 52 / Campaign Schedule 54 / Launch Event
Results 57 / Expectations
OVERVIEW
TAILORED TO BE POWERFUL S/S 2019 Global Campaign The Tailored To Be Powerful for the story sharing brand & Other Stories will be a 360 degree campaign launched in S/S 2019. Creating a popular trend of the tailored clothing within the brand to increase awareness and ultimately sales of the tailored collections. The tailoring collections will be promoted through the power of women which relates back to the power dressing movement where women in the late 1960s took it upon them to wear suits and tailoring.
This was predominantly a men’s style of clothing at the time therefore, women dressing in this style was an empowering time where women were enabled to establish their authority through a style of dressing. In store promotion will play a large role within this campaign where a magazine full of powerful women and their stories will be within this. This will be available as a free takeaway within store and will be relatable to the specific target customer and pg | 4
help to engage them with the tailoring collection for the S/S 19 season. The campaign will encourage user generated promotion with the #tailoredtobepowerful where people can continue to share their power and their looks with the tailored collection from the brand. This will create an opportunity for the campaign to extend and elongate the duration of the campaign.
CAMPAIGN IDENTITY Tailored to be Powerful
#tailoredtobepowerful
The campaign title will appear on a variety of assets alongside the campaign.
The campaign hash-tag will generate further conversation about the campaign and therefore will enhance the length of it.
This will always appear in the brands typeface.
In Store Magazine FASHION | STORIES | LIFESTYLE
Tailored to be powerful
This will also enable people to share their stories.
Advertising
Online Advertising
In store and out of house advertising to promote the tailored collection and the power of women.
Website and social media advertising. Sharing the stories behind the campaign itself, promoting true woman power. pg | 5
CONTEXT
THE HISTORY Behind The Campaign
WOMEN’S POWER DRESSING
= & Other Stories Campaign
This style is something that was around from before the days of Coco Chanel but did not really develop and became a part of normal society in the 1980s.
& Other Stories is a brand that celebrates all women.
“Power dressing for women made even more of an impact. Before the 1970s most working women were confined to such traditional female occupations as secretaries, bookkeepers, and typists. By the 1980s, however, women were becoming lawyers, politicians, and corporate executives. To complement their new authority, women powerdressed. Such attire communicated the impression of confidence and authority. Power dressing enabled women to be taken seriously in a male-dominated corporate workplace” (Encyclopedia of Fashion).
Relatable and inspiring campaign for women who can then share their stories with each other through social media and the celebration of women.
Making women feel powerful through tailored clothing.
Encouraging user generated promotion within the campaign #tailoredtobepowerful will increase brand awareness and ultimately sales and profits to the brand.
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(Images: Tallulah Tenant)
TAILORED TO BE POWERFUL
60s Power Dressing
80s Power Dressing
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Today’s Power Dressing
CONTEXT
ABOUT
The Brand
- Founded in 2010 by a small group of creatives - Aims to give women the freedom of expression - The brand is based around the lifestyle concept rather than focussing on just clothing or style - Women’s clothing, accessories and beauty brand - Sharing stories is a part of the brand which is to be incorporated into brand campaigns and promotions - Designs from 3 ateliers giving a variety of romantic, contemporary and creative styles “All our lines are diverse,ranging from masculine tailoring to feminine chic and are designed to provide endless styling choices. We aim to design lasting wardrobe treasures, within a wide price, for a woman who wants to wear thing that feel right to her and reflect her personality.� (Samuel Fronstrom, Creative Director of H&M and Manager of & Other Stories)
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Images: (Previous & Other Stories Campaigns)
Previous Campaign Visuals
It’s a Wrap Dress
Age Campaign
Poolside Paradise
Attracting a variety of ages and creating an age diversity driven campaign.
Campaign to promote their A summer / lifestyle campaign to promote swimwear wrap dress range linking to s/s collections. and summer styled clothing.
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CONTEXT
UNDERSTANDING THE BRAND
This brand onion is to further understand the brand so moving forward the personality, essence and values of the brand are pulled through within the campaign.
BRAND ONION
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Adapted from (Posner, 2015)
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ESSENCE
ACTIONS AND BEHAVIOURS
VALUES
- Sustainable efforts in store - Power dressing campaign - Ateliers in Stockholm, Los Angeles and Paris for alternative styles - Stories are told online around the collections
PERSONALITY
SWOT ANALYSIS FOR CAMPAIGN This allows an analysis for the campaign to help predict the direction and predict issues of the campaign which could arise through weaker areas.
STRENGTHS
WEAKNESSES
- Relatable to women - Variety of themes to attract the customer - Current - Aspiring for women
- Specifying tailoring - Alternative brand competition - Not a large enough reach
OPPORTUNITIES
THREATS
- Increase in sales - User generated content to further campaign and increase brand awareness - Online giving an instant reach
- Other brands promoting tailored clothing at the time - Other brands offering at lower pricing - Consumer taste / trends
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CONTEXT
COMPETITORS Competitor Analysis
This overview of competitors allows a brief understanding of where & Other Stories sits in the market with competitors. This is compared against other brands of a similar maket range that sells tailored clothing. In order for the analysis to be fair, it had to be a retailer that would have direct competiton. Ie: the tailored clothing.
& Other Stories
COS
Blazer: ÂŁ100 Instagram Following: 1M Stores: 60 Online Markets: 15
Blazer: ÂŁ125 Instagram Following: 1.2M Stores: 231 Online Markets: 20
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Whistles
Jigsaw
Zara
Blazer: £185 Instagram Following: 258K Stores: 46 Online Markets: Unknown
Blazer: £199 Instagram Following: 57.2K Stores: 77 Online Markets: Unknown
Blazer: £69.99 Instagram Following: 25.3M Stores: 2,266 Online Markets: 46
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CONTEXT
COMPETITORS
The competitors are based on the high street and where else people could go for tailored clothing. A brand positioning map allows you to under stand where & Other Stories is in terms of price and quality in comparison to its’ competitors. This will allow a better understanding and comparison on the type of marketing required to promote the campaign.
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High Quality
Brand Positioning Map
Low Price
High Price
Low Quality pg | 15
TARGET CUSTOMER
TARGET CUSTOMER Customer Profile
The target customer is important to identify in a campaign process and moving forward the target customer will be at the forefront of the mind in the creation of the campaign and its’ strategy. From this description and understanding the customer, it will help the campaign to be most effective in increasing sales and the reach of the customer to hear about the campaign and the brand.
THE WOMAN IS POWERFUL -
FEMALE AGED 20 UPWARDS STYLE CONSCIOUS CREATIVE FUN
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The Everyday Woman This is the type of customer who is a strong woman wearing a suit in the everyday situation. An influencer on social media so starts her day scrolling through Instagram trying to be a part of the most up to date trends. Followed by ensuring her outfit, hair and make up is well thought out and executed. This woman is a regular magazine reader of the Gentlewoman and in her spare time takes it down to a coffee shop for some me time after a busy day of rushing around the city. Her power is shown through the confidence of her way of dressing.
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TARGET CUSTOMER
The Working Woman
The busy working woman who has a million and one things to do, but feels better about the busy life when wearing tailored clothing. Always on the look out and dreaming of the next city break. Cities included are ones with stunning architecture and art as the main attraction. With the busy lifestyle of running her own art sales business and also have to look after her children alongside this she takes all the time she can get just to appreciate a piece of art or to visit a gallery for some inspiration. After the morning school run, she is straight to the studio to accomplish a days work.
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The Evening Women The kind of woman who spends her summer evenings going to the theatre with the girls. As a young woman she feels empowered by a bold coloured top or a statement outfit especially for an evening out. The evening woman is someone who is an impulsive buyer and always wanting to keep up on trends as well as find unusual pieces of clothing that wont be found everywhere in town. After a long week at work in the office, the perfect evening would be at the theatre with a few gin and tonics prior to the performance with a few close girl friends.
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TARGET CUSTOMER
UNDERSTANDING THE CUSTOMER MOTIVATION AND BEHAVIOUR
CONSUMER PURCHASE DECISION PROCESS
The motivation behind the purchase for the consumer will be the desire.
Recognition of need
The desire for power and admiration for the women that are relatable within the campaign. The psychological attraction to the aspiration from the campaign emotion will intend to draw the customer in and motivate them to purchase from the tailored clothing range within S/S 2019. The behaviour of this will also make the women desire to be a part of the campaign and post pictures of themselves online and also share their story which they will be able to do through the #tailoredtobepowerful.
When campaign is viewed by customer and has emotional response to campaign imagery.
Information search and identification of options Potential search for alternatives. Important to engage customer with campaign.
Evaluation of options Where the customer weighs up whether they needs the item of tailoring or not.
Decision They want to be a part of the campaign and show their power and share their story. pg | 20
MASLOW’S HIERARCHY OF NEEDS An adaptation to suit the campaign purpose of Maslow’s theory of people’s thoughts and needs.
SELF ACTUALIZATION Tailored clothing may be purchased by a woman to feel more powerful.
ESTEEM
SOCIAL BELONGING Tailored clothing acting as protection through the feeling of superiority and power.
SAFETY, SHELTER, PROTECTION, SECURITY, CLOTHING FOR PROTECTION PHYSIOLOGICAL - BASIC LIFE NEEDS, FOOD, WATER, SLEEP
Adapted from (Maslow, 1943)
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Purchase will be to express power shown through campaign emotion.
Feeling confident enough to wear tailored clothing in a variety of scenarios. Acceptance of clothing choice.
N/A
MARKETING OVERVIEW
THE MARKETING MIX (THE 7P’S)
The marketing mix is based on the campaign concept allowing an overview of how the campaign will be perceived and marketed from the business to the public.
PRODUCT Tailored clothing range including: Blouses, Tops, Blazers, Trousers, Jewellery
PROMOTION This will be done in store, online and through out of house advertising including billboards and magazines. Posters will be displayed and promotional campaign assets distributed. Additionally, an in store campaign magazine will be available for free.
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PLACE In stores in countries that have the & Other Stories stores. Online which will enable a larger reach to the target market.
(IMAGE FROM & OTHER STORIES)
PRICE Same price point as previous seasons tailored clothing ranges. Average Blazer: £100 Average Blouse: £49 Average Trousers: £49
(IMAGE FROM & OTHER STORIES)
PHYSICAL EVIDENCE Campaign essences will be displayed through the public from campaign branded store bags, social media posts following the hash tag, physical conversation and the in store magazine supporting the campaign.
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PEOPLE In store employees will deliver excellent customer service and talk about the campaign and increase awareness. Engaging with the target customer is crucial to get them on board with the campaign to purchase tailored clothing
PROCESSES The start of the campaign and the planning will lead to the execution of the campaign through assets and promotion which then should lead to an increase in sales and conversation around the campaign.
MARKETING OVERVIEW
PESTLE ANALYSIS
P
E
S
T
L
E
Political
Economic
Social
Technological
Legal
Environmental
Technology is a huge part of this campaign as the # is something that will continue the campaign and show user generated content. This will also help the stories be shared.
This wont have a huge factor on the campaign. However, the laws on advertising on Instagram if you are an influencer will have to be monitored and any sponsored content from them will have to be stated ‘#ad’.
& Other Stories makes their best efforts to be most environmentally friendly.
This will be Social trends dependant on will be the consumers influenced by spending habits the fashion at the moment trends at the of the campaign time. However launch. This is as tailored hard to predict clothing for but would be women is However, the affected by a timeless, this brand addressing dramatic change should not this politcal within the effect the issue by doing economy. campaign or any it in a gentle issues shall not way where arise from that. feminism isn’t at the forefront of the campaign, instead it is just a celebration of women. The political side of this campaign is in touch with female empowerment and feminism.
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“We believe that the manufacturing of clothes, shoes, accessories and beauty products should be done in a responsible way”.
BRANDING CAMPAIGN STYLE
HEADINGS: ABRIL FATFACE, REGULAR, 30PT SUBTITLE : ABRIL FATFACE, REGULAR, 18PT Body: Courier New, Regular, 13 pt
CAMPAIGN LOGO:
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The stated branding and style as above must be consistent and remain throughout the campaign.
BRANDING CAMPAIGN IMAGERY STYLE
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ASSETS
PROMOTING THE CAMPAIGN PR AND PUBLICITY
HOW? - Influencers producing sponsored content to coincide with the campaign - Press releases - Social media - Magazines - Campaign branded products in store - Launch event
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PRESS RELEASE SAMPLE
FOR IMMEDIATE RELEASE Friday 22nd February 2019 & OTHER STORIES S/S 2019 CAMPAIGN LAUNCH ‘TAILORED TO BE POWERFUL’ & Other Stories launches a Spring Summer 2019 360º campaign to promote the seasons tailored clothing range. The campaign will launch in March 2019 with an in store event in London and New York. The event will promote the campaign launch and kick start the campaign allowing women to share their stories of power. As a brand supplying tailored clothing, the campaign will enable a relatable story campaign for the women. Linking in with the historical women’s power dressing from back in the 1980s, it will modernise and recreate the trend and movement of the past. Targeting women from the age of 20, upwards. Tailoring is made for everyone. The campaign launch will be an in-store event where people can learn about the history of women and their power as well as the iconic power dressing movement with the sound of soul music drifting through the store and event. The event will host the creators of the brand, influencers and powerful women where they can talk about their stories and share their looks through the hash-tag #tailoredtobepowerful on social media. As part of the launch interaction, attendees will be given a postcard to write their story which will then be shared by the brand later on within the campaign. Promotional assets will be displayed globally across countries retailing the brand. The rolled out assets for the campaign promoting ‘Tailored to be powerful’ will include: in-store signage, in-store posters and postcards with information about the campaign, campaign branded bags for sales of the product and additionally out of house marketing which will be displayed across social media, billboards, electronic advertising out in the public eye (provided by J C Decaux) and advertorials in magazines such as: The Gentlewoman and O Comely. At the heart of the campaign, there will be an influx of women on the street wearing, talking about tailoring and female empowerment and sharing their stories with one another. Enabling women to come together but essentially increasing awareness about the brand and increase the sales of tailored clothing for & Other Stories. & Other Stories is a brand retailing women’s clothing, lifestyle and beauty. In over 60 stores globally and online where the campaign and clothing will be available. The success of the brand, financial figures and more information can be found at www. stories.com. -ENDFor more information contact Elke Kieft (Global Head of PR) H & M HENNES & MAURITZ UK LIMITED 1st Floor 25 ARGYLL STREET LONDON, W1F 7TS pg | 29
ASSETS
PROMOTING THE CAMPAIGN SUMMARY
WHERE In store and online in store participating countries.
WHEN March 2019 August 2019.
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HOW Through in store, OOH and online promotion of assets, imagery, online user generated content and physical products and images.
IN STORE CAMPAIGN MAGAZINE This in store magazine will have details about the campaign and the meaning behind it which is to promote the tailoring clothing range by tapping into the relatable emotions of women making them feel powerful through their clothing. The in store magazine will have real life interviews and conversation with women who feel powerful through their tailored clothing. This magazine will be available in store and displayed on concept tables and offered with purchases in store. The magazine will allow people to aspire to be the women in the magazine which they can do through purchasing the clothing photographed on the real women in the magazine.
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IN STORE VISUAL MERCHANDISING In store the visual merchandising will remain similar to the current VM in store as shown in the picture. However will have a shift towards the campaign concept. So in the centre concept to the left of the image will be the featured campaign tailored clothing. Below it on the concept table/ steps is where the in-store magazine would be alongside campaign merchandise that has been created to promote and embrace the campaign and make sales from the campaign slogan and logo.
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IN STORE STORE FRONT The front of the store will promote the campaign with campaign posters in the front. In addition to this, the campaign logo will be printed on the glass front of this. In the store window concept display will be the featured tailored clothing in the campaign visuals. Then behind this will be the posters of the girls shot for this campaign. Then in front of that, on the glass it will have the campaign logo with the title, the logo on. Followed by the repetition of the campaign hash-tag #tailoredtobepowerful along the bottom of the glass panels.
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ASSETS
IN STORE BAGS When purchases are made during the duration of the campaign products will be put in these campaign branded bags. This will help extend the awareness in the public eye of the campaign. From this it will also enable an alternative way to market and create conversation from the title on the bag. There will be a rotation of 3 paint designed bags throughout the campaign in order to link with the existing brand image and in store bags and connecting them with the campaign. pg | 34
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ASSETS
Back to embracing the power dressing movement where women in the 1970s took it upon them to wear suits and tailoring.
IN STORE POSTCARDS When purchases are made during the duration of the campaign these postcards will be put into the bag of whatever item is purchased.
This was predominantly a mens style of clothing at the time therefore, women dressing in this style was an empowering time where women were enabled to establish their authority through a style of dressing.
They will also be around store for people to pick up and takeaway. The postcards will have an explanation about the campaign on and encourage people to share their story.
So join the conversation
#tailoredtobepowerful
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ASSETS
IN STORE CAMPAIGN POSTERS There will be three campaign posters which will be linked to the magazine imagery with the three types of women that the campaign magazine is about. The women photographed in the magazine will be the faces of the campaign and as the campaign goes on they will become recognisable as the ‘Tailored to be Powerful’ women. Having the same faces repeated in different types of assets will help build up the brand and the campaign image and when appearing in social media, magazines and marketing assets it will instantly be recognisable as the & Other Stories, Tailored to be Powerful campaign.
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ASSETS
IN STORE SWING TICKETS Attached to all clothing linked to the campaign (tailored clothing collection for S/S 2019) one of the three designed swing tickets will be attached with the name of the campaign on. The designs of these are linked to the brand and the store bags to ensure consistent branding and campaign visuals.
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IN STORE CAMPAIGN BRANDED PRODUCTS As the campaign will be relatable to many women who would be reached out to through the promotion of the campaign there will be in store products to buy which again will further promote the campaign when a customer has a product with the campaign title on. The tote bag is something that can be re used and last longer than a usual carrier bag so can be available to purchase in store alongside the running of the campaign. The make up bag is also a product available which is suitable due to the make up range and the fact women can feel more powerful when wearing make up.
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ASSETS
IN STORE CAMPAIGN BRANDED PRODUCTS Having campaign branded products will allow the consumer to feel more included as a part of the campaign and also encourage them to share their stories and post on social media about it. A t shirt has been chosen for this as it could be an alternative way to style tailored clothing with the t shirt underneath. This will be available to purchase in stores for the duration of the campaign.
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IN STORE CAMPAIGN BRANDED PRODUCTS This is going to be sold as a make up bag. This again is to extend the promotion of the campaign and will be available to purchase throughout the duration of the campaign. By choosing this as a product to be campaign branded it emphasises something so feminine and part of many womens every day life but also integrates with the beauty section within & Other Stories.
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ASSETS
ONLINE WEBSITE The campaign will be promoted on the website through the three women in the magazine. This will enable three different styles to engage with for the campaign meaning that there will be a variety in order to increase the reach and attraction of the campaign. The three looks will be on rotation throughout the campaign and each time it is loaded, it will have a different woman and her look from the campaign magazine. By doing this and keeping it using real women it should increase female engagement with the customer. Having the campaign online will give a global instant reach for the consumers. Creating instantaneous awareness of the campaign for the public.
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ASSETS
ONLINE INSTAGRAM By having the Instagram page for the brand it allows a great way to promote new campaigns and clothing ranges. The campaign will have posts throughout. The hash-tag #tailoredtobepowerful will allow people to tag it within their own posts and create user generated content which will then be shared onto the & Other Stories Instagram page. This will also potentially increase the following and therefore increase the brand awareness. This platform will allow an instant reach to 1 million people who have an interest in the brand. Current following: 1 Million
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ONLINE FACEBOOK Posting regularly the user generated and the campaign generated content will again increase awareness of the campaign about women through the hash-tag. This will also have direct links to the website where the items of the brand being worn by consumers can be purchased. Current following: 268,751
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ASSETS
OUT OF HOUSE BILLBOARDS By having billboards with our posters with the three different types of women on will increase the awareness of the brand and the campaign. The size and scale of billboard promotions will have a high impact and a guaranteed mass audience as the billboards will be displayed in major cities where & Other Stories has their stores.
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ASSETS
OUT OF HOUSE MAGAZINES Branded magazines will have an advertorial as designed here in order to promote the brands campaign and sell the clothes in the images. It be appearing in UK retailed magazines such as: - So It Goes - O Comely - The Gentlewoman This will increase the reach and the target audience would be amongst this so attracting the aimed attention would increase sales and desire for the products.
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(Images: The Girl Who Knows)
LAUNCH
CAMPAIGN ROLL OUT SCHEDULING
January 2019
February 2019
March 2019
Final campaign concept review meeting
Review meetings
Review meetings
Send launch invites
Launch event
Send press release
Campaign Launch
Campaign teasers on social media
Online asset in action
Asset Production Launch event planning
Online asset distribution In store distribution OOH asset distribution
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In store in action OOH asset in action
April 2019
May 2019
June - August 2019
Review meetings
Review meetings
Review meetings
Social media posts
Social media posts
Social media posts
Circulation of campaign images made in house
Campaign analysis and results Share user generated contents to date and stories
Analyse initial results and sales effects
Final ROI Final target engagement reach Campaign ENDS
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LAUNCH
EVENT CAMPAIGN LAUNCH
The launch of the campaign will be in the London flagship store and the New York flagship store on Friday 15th March 2019. LAUNCH EVENT
The event will be a celebration of women and the brand where a wealmth of influential women, bloggers and brand ambassadors will attend.
Friday 15th March 2019
The evening will allow people to share their stories and post their tailored outfits online.
19:00 431-433 Oxford St, Mayfair, London W1C 2DA
The launch event will enable conversation around the campaign prior to the launch. This will ensure that when the campaign launches there is enough media to promote this from a non branded perspective and help create an awareness prior to the launch.
#tailoredtobepowerful
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LAUNCH INVITATION
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RESULTS
EXPECTED RESULTS MEASURING THE RESULTS
IN STORE SALES
ONLINE SALES
SOCIAL MEDIA
The campaign will clearly be measured through the sales of tailored clothing in store.
The campaign will clearly be measured through the sales of tailored clothing online.
Increase in following would show the expected results.
This will be recorded and compared against the past two years sales of the tailored clothing for the Spring Summer season. The aim would be to see an increase in sales in store.
This will be recorded and compared against the past two years sales of the tailored clothing for the Spring Summer season. The aim would be to see an increase in sales online.
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Additionally this could be tracked through the campaign hashtag to see how many people engaged with the campaign through social media outlets. The results would aim to increase brand awareness and therefore ultimately increase sales.
Gabrielle Hopley Fashion Communication and Promotion BA3b