Miu Miu 6-Month Content Plan by hermcourt

63.26% 17.57% 8.52% 7.16% 2.40%

First stage of the AIDA Model; customer interacts with mostly owned and shared media shared on Miu Miu’s various channels to draw attention and attract customers i.e. sharing content via social media of new collections (shared media). Customer feels intrigued and inticed to learn and see more of Miu Miu

Consumer engages with content i.e. reading blogs and this is what makes the Miu Miu consumer choose Miu Miu over other brands - the Interest stage of AIDA. Customer feels a connection to the brand’s ethos.

Customers are infomed via landing pages and reviews to decide whether they want to purchase from Miu Miu (desire stage of AIDA.) Customer desires to reach imaginative hedonism (the ideals of themselves and a Miu Miu woman) the content the

channels enhances the customer’s incentive to buy from Miu MIu. Factors such aesthetically pleasing website and easy navigation help determine the outcome of the evaluation stage.

• Free and easy returms policy • Miu Miu contact detailed easily accessible • Quick and easy transaction • Friendly customer service

• Out of stock • Lack of connection to brand or community • website crashing • Long checkout time i.e. in-store

At this stage of the customer journey, social media is used by customers purely to share their expreience, review the product(s) and potentially contact the brand. We want social media to be used for more than this; customers interacting with the brand and each other on a deeper, more meaningful level. A retail report from Highsnobiety stated that the new luxury customer has a “desire to establish deeper connections with the brands they patron.” the lack of connection between themselves and the brand.

Our aim is for Miu Miu purchases to be an investment, not only into the brand but into a community of shared values between the consumers and the brand. 65% of Highsnobiety readers reported they have been that “speak to their shared values”, emphasising the impoprtance of building up a brand community.

App Features the customer’s journey using the miu miu app to purchase the up-cycled collection

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READY TO RENT

reality

Date

Key message

Channel/platform

Content type

05/06/22

‘Miu Miu World’ is launched – the brand is taking fast and effective action to combat environmental issues.

Social Media Instagram TikTok Facebook Twitter

Website App

Posts, stories, short clips, IGTV discussing Miu Miu world. Content is mostly quick and to the point using infographics to get message across quickly. Content on features such. As IGTV are more personal and informative. Website and App Landing Page titled ‘Miu Miu World’ More detailed and informative content on website

05/07/22

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• Social media – RTR and Miu Miu’s separate channels, as well as collaborative accounts Instagram TikTok Facebook Twitter -

05/07/22

Up-Cycled by Miu Miu is re-launched (Same date as RTR X Miu Miu to entice customers into purchasing the up-cycled collection when trying out our rental service.)

01/09/22 – 07/09/22

Miu Miu Woman’s Tales

Magazine Editorials RTR’s Website Miumiu.com App

• Social media Pinterest Instagram TikTok Facebook Twitter • Website • Magazine Editorials (PR) – both external magazine and Miu Miu Zines • Physical Store – Up-Cycled sections within store. • App Venice International Film Festival • Social media Pinterest Instagram TikTok Facebook Twitter • Website • App • Physical Stores

Simple infographics to highlight the simplicity of renting garments, Instagram reels, SCommerce – both Instagram and Facebook shoppable/rentable shopping features on apps & website

Campaign videos and shoots posted across all of Miu Miu’s channels – with content being adapted for dfferent platforms i.e. short clips from the runway for TikTok whereas whole catwalk collection posted on Instagram live and IGTV. S-Commerce. Short clips from films posted on social media; full videos and informative descriptions on miumiu.com, miu miu app, and Venice International Film Festival website. Aesthetically pleasing snapshots from films posted on Pinterest and Instagram.

Our 3 Obectives

appendices

Some readings / live talks / podcasts which helped me inform my decisions and learn about making content for Gen-Z/the tech savvy world BoF https://www.businessoffashion.com/videos/sustainability/the-bof-show-with-imran-amed-episode2-reinvention?utm_source=newsletter_dailydigest&utm_medium=emai l&utm_campaign=Daily_Digest_151021&utm_term=L4ZMZLTNNZBEVNL3QPWV23774M&utm_content=top_story_ 1_title

Re-Invention: How Fashion’s Megabrands Will Adapt to Post-Pandemic Customer Behaviour Angelica Cheung, (former Editor-in-Chief of Vogue China) The article states that there are not as many tourists in Paris post pandemic and it will take a couple of years for tourists to come back to Paris, Cheung believes that “When Chinese tourists eventually return to Paris, it will be in search of something different.” “The pandemic may not be over, but it has clearly underscored to luxury executives that fashion relies on more than product or shows; what counts most is human connection.” https://www.businessoffashion.com/podcasts/sustainability/unpacking-fashions-role-in-slowing-global-warming

Unpacking Fashion’s Role in Slowing Global Warming “A brand’s messaging about sustainability is important, too. Providing accessible information on progress — and missteps — goes a long way. Beyond just being honest, “the other thing that consumers are interested in is: how are you helping them be more sustainable? How are you helping them be more climate friendly?” says Phang.” https://www.businessoffashion.com/articles/sustainability/why-fast-fashion-still-has-gen-zs-heart

Why Fast Fashion Still has Gen Z’s Heart Evolving values “As Gen-Z matures and enters the job market, more of those who care about sustainability will be in a position to buy clothes in line with their values.” [instagram is] a model built to drive consumers toward impulse purchases and an endless cycle of disposable outfits.” Chiu said “What it means to shop and buy has to change, before we stop shopping fast fashion.”

Live Talks:

…

PESO

FORMATIVE ASSESSMENT CONTENT • Editorial Content i.e. features on the cover of Vogue, Elle etc • ‘Woman’s Tales’ - short film series directed by female directors • ‘Select’ line - brand partner’s with celebrity i.e. Lila Moss to produce a line of their favoourite pieces from the new season • Videos - new season

CHANNELS • Social Media - S-commerce posts, IGTV, stories, videos • Physical - Miu Miu concession’s in Selfridges and Harrods • Email - Newsletter updating about new collections, events and campaigns • Website - blog

SUSTAINABILITY Prada’s environmental rating is “not good enough” according to ‘good for you’ as the label uses few sustainable materials and produces a lot of waste as well as not implimenting water reduction initiative.

30 However the sister brand has an ‘Upcycled by Miu Miu’ collection, which re-works vintage garments.

“Girl at heart” • Sister brand to Prada • Launched in 1993 by Miuccia Prada • Brand is focused around p p playful and expressive fashion • Youthful and spontaneous aura targeted at a younger demographic 17 - 24

EFFORTLESS ENVIRONMENTALIST - Miu Miu Girl is self-assured and self-aware. She loves to experiement and be creative with her fashion choices. - Her frustration is that she wants to keep up to date with the fast moving fashion trends without investing in fast fashion. - She’s looking for unique, high-quality and ethically produced products - She is also looking to be part of a community which shares the same environmentalist views and general interests

75.22% of traffic is from ‘searched’

CASE STUDY - PATAGONIA Patagonia are renowned for their selfless approach/efforts to combat enviornmental issues. The four key headers on their website include an ‘Activism’ page and ‘Stories’ page - instantly shows customer they are passionate about sustainability as well as gives a personal feel and deeper motive to the brand. Patagonia’s dialect frequently uses personal pronouns i.e. ‘we’ ‘us’ making the message more direct and personal to the customer. This also builds a sense of community which is what Patagonia make aparant they’re keen on builidng.

WRITTEN CONTENT

‘WORN WEAR’

“We’re in business to save our home planet.”

“Patagonia’s hub for keeping gear in play”

Features care and repair tutorials to help retain consumers’ bought products to get maximum use before they eventually recycle them. Features several ‘Quick Watch’ repair tutorials covering topics such as ‘How to fix your zipper’ and ‘How do patch your Insulation’ This content is very effective as customer doesn’t feels they’re investing in something long-term and beneficial to both themselves and the planet.

VIDEO CONTENT ‘Community energy: Are we ready?’ - Live panel discussion

Activism stories written by various ‘normal’ people about their experiences with climate change - how they feel about it and what they and their community are doing to help. These personal stories help brands connect to their customers on an emotional level by creating a memorable, touching narrative. By basing these stories around an archetype, customers relate to them on a more personal level. Miu Miu’s content lacks the presence of normal everyday people for their customers to relate to emotionally, therefore that emotion connection to the brand is not as strong as it could be, especially as the new luxury consumer “desires to establish deeper connections with the brands they patron.” Therefore there is an opportunity for Miu Miu to create a community and deeper connections with their customers.

DAZED X MIU MIU 09/10

I attended the a Dazed Magazine Event at 180 The Strand where Miu Miu hosted an exclusive screening of their new short filmed titled ‘Bold Echos’ as part of their AW21 campaign, inviting consumers to join the ‘Miu Miu Mountain Club’ there was also Q&A talk about Miu Miu’s objectives for the new collection. This event followed shortly after the release of Miu Miu’s SS21 collection which took place at Fashion Week on the 5th of October. Therefore the timing of this event was successful in building hype around the Miu Miu brand and raising awareness of the brand’s values. This event was a big success considering there was not much coverage of it on Miu Miu’s socials, with there being a huge queue of Dazed event attendees keen to get into the exclusive viewing and talk. The talk was based around feminity and and woman empowerment - very current, uplifting topics.

The short film was a collaboration with London-based film maker Tash Tung and influencer/activist Kai Isaiah Jamal who recited a poem both in the film and the talk. The talk also ivolved the collaborators talking about their personal experiences within the fashion industry and this intimate environmet and topics seemed to bring about a sense of community and more personal feel to Miu Miu which is what I am aiming on achievning through my content plan. Therefore I intend of using this experience as part of my 6-month content plan due to it’s success, however raising more awareness of

brand collaboration research: rent the runway

Rent the Runway is both an online and physical retailer whereby members can browse designer garments and rent them out for a period of time. RTR’s aims is to empower woman by giving them freedom to explore their style, as well as reducing landfill and waste of fast-fashion. RTR is also community-driven business; woman who share the same values and love for fashion.

! !

“We’re not just a closet; we’re a community — one that swaps everything from clothes, to inspiration and ideas.” “Using a shared closet creates a sisterhood amongst our members.” 33

brand collaboration research: rent the runway

“A majority of the fashion industry’s negative environmental impacts come from the production of new clothing. Our goal is for the rental of pre-loved clothing to replace the purchase and production of new clothing.” RTR also repair garments (1.4 million repairs since 2018) as well as plastic recycling RTR’s objectives and into woodincentives behind what alternative they do fits with Miu materials. Miu’s sustainability aims and attitudes/values of the target persona

83%

Say they have consumed 34 less fast fashion since using RTR

SUSTAINABILITY

MIU MIU’S CURRENT ZINE LAYOUTS

layout inspiration

I also took inspiration from ‘Page Unlimited 2’ book which I accessed via mmu library

via miumiu.com

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via pinterest

References - Readings Page 1 Miu Miu. 2021. miu miu brand. [online] Available at: <https://www.pradagroup.com/en/brands/miu-miu.html> [Accessed 6 November 2021].

Page 13 Drapers. 2021. Gen Z and Millennials 2021 - Drapers. [online] Available at: <https://www.drapersonline.com/guides/gen-z-and-millennials-2021> [Accessed 6 November 2021].

Directory.goodonyou.eco. 2021. Prada - Sustainability Rating - Good On You. [online] Available at: <https://directory.goodonyou.eco/brand/prada> [Accessed 6 November 2021].

Fashion, T., 2021. Gen-Z and Fast Fashion. [online] Head Topics. Available at: <https://headtopics.com/uk/why-fast-fashion-still-has-gen-z-s-heart-22151616> [Accessed 6 November 2021].

Page 5 NRF. 2021. How Gen Z is driving the future of retail. [online] Available at: <https://nrf.com/blog/how-gen-z-driving-future-retail#:~:text=These%20generations%20are%20using%20social,about%203.8%20hours%20each%20 day.> [Accessed 6 November 2021].

Page 14 Wyzowl.com. 2021. Video Marketing Statistics 2021. [online] Available at: <https://www.wyzowl.com/video-marketing-statistics/> [Accessed 6 November 2021].

similar web. 2021. similar web Miu Miu. [online] Available at: <https://www.similarweb.com/website/miumiu.com/#overview> [Accessed 6 November 2021]. Page 7 similar web. 2021. similar web Miu Miu. [online] Available at: <https://www.similarweb.com/website/miumiu.com/#overview> [Accessed 6 November 2021].

BoF talk link: https://protecteu.mimecast.com/s/y44lCV5O8ulk1rLHGoKos?domain=businessoffashion.zoom.us Page 15 Static.highsnobiety.com. 2021. the new luxury. [online] Available at: <https://static.highsnobiety.com/assets/documents/Highsnobiety_-_The_New_Luxury.pdf> [Accessed 6 November 2021].

Page 8 Reports.mintel.com. 2021. Mintel luxury consumer. [online] Available at: <https://reports.- Page 16 mintel.com/display/996182/?fromSearch=%3Ffreetext%3Dmiu%2520miu> [Accessed 6 Cashflows.com. 2021. The Apple Generation. [online] Available at: <https://www.cashflows.com/blog/the-apple-generation-revoluNovember 2021]. tionising-payments#:~:text=A%20recent%20study%20in%20the,payments%20that%20h ave%20been%20simplified.> [Accessed 7 November 2021]. Page 9 Omni. 2021. Gen Z's content engagement. [online] Available at: <https://omnidigitalmarBoF talk link: keting.co.uk/gen-z-engage-10-6-hours-online-content-day/> [Accessed 6 November https://protecteu.mimecast.com/s/y44lCV5O8ulk1rLHGoKos?do2021]. main=businessoffashion.zoom.us Page 11 Static.highsnobiety.com. 2021. the new luxury. [online] Available at: <https://static.highsnobiety.com/assets/documents/Highsnobiety_-_The_New_Luxury.pdf> [Accessed 6 November 2021]. Page 12 The Business of Fashion. 2021. BoF Sustainability Regulations. [online] Available at: <https://www.businessoffashion.com/articles/sustainabili36 ty/the-sustainability-regulations-that-could-reshape-the-fashion-industry> [Accessed 6 November 2021].

Page 17 Fashion, T., 2021. Fashion. [online] Head Topics. Available at: <https://headtopics.com/uk/why-fast-fashion-still-has-gen-z-s-heart-22151616> [Accessed 6 November 2021]. Wadham, C. and Wadham, C., 2021. Clothing rental stats. [online] Drapers. Available at: <https://www.drapersonline.com/news/using-resources-more-efficiently-could-cut-carbon-emissions> [Accessed 7 November 2021]. Rent the Runway. 2021. The Real Sustainable Fashion Movement. [online] Available at: <https://www.renttherunway.com/sustainable-fashion> [Accessed 7 November 2021].

References - Readings

References - Figures

Page 18 similar web. 2021. similar web. [online] Available at: <https://www.similarweb.com/website/miumiu.com/#overview> [Accessed 6 November 2021].

Figure 1 miumiu. 2021. mountain club. [online] Available at: <https://www.miumiu.com/cn/en/collections/miu_miu_mountain_club.html> [Accessed 6 November 2021].

NRF. 2021. Gen Z is driving the future of retail. [online] Available at: <https://nrf.com/blog/how-gen-z-driving-future-retail#:~:text=The%20top%20social%20media%20platform,Facebook%2C%20YouTube%20and%20F acebook%20Messenger.&text=Learn%20more%20about%20Gen%20Z,the%20way%20re tailers%20do%20business.> [Accessed 7 November 2021].

Figure 2 Madsen, A., 2021. Miu Miu Fall 2021 Ready-to-Wear Collection. [online] Vogue. Available at: <https://www.vogue.com/fashion-shows/fall-2021-ready-to-wear/miu-miu#gallery-collection> [Accessed 6 November 2021].

Static.highsnobiety.com. 2021. the new luxury. [online] Available at: <https://static.highsnobiety.com/assets/documents/Highsnobiety_-_The_New_Luxury.pdf> [Accessed 6 November 2021]. Page 19 similar web. 2021. similar web. [online] Available at: <https://www.similarweb.com/website/miumiu.com/#overview> [Accessed 6 November 2021].

2021. miu miu aw2019. [online] Available at: <https://www.designscene.net/2019/11/miu-miu-holiday-2019.html> [Accessed 6 November 2021]. British Vogue. 2021. Miu Miu Spring/Summer 2019 Ready-To-Wear. [online] Available at: <https://www.vogue.co.uk/shows/spring-summer-2019-ready-to-wear/miu-miu/details#wv6a5GrovqR> [Accessed 6 November 2021]. Figure 3 Hello Thalita - Your #1 Resource For Fashion and Beauty Advice. 2021. What to Wear With a Green Skirt – 15 Cute Outfit Ideas. [online] Available at: <https://www.hellothalita.com/what-to-wear-with-a-green-skirt-15-cute-outfit-ideas/> [Accessed 6 November 2021].

Page 20 The Business of Fashion. 2021. Miuccia Prada’s Awakening. [online] Available at: <https://www.businessoffashion.com/opinions/luxury/miuccia-pradas-awakening?utm_campaign=Daily_Digest_051021&utm_content=intro&utm_ Figure 4 medium=email&utm_source=newsletter_dailydigest> [Accessed 6 November 2021]. Tang, C., 2021. Lili Reinhart Wants To Be A Better Human Being - ELLE SINGAPORE. [online] ELLE SINGAPORE. Available at: <https://www.elle.com.sg/2021/09/03/lili-reinhart-on-doStatic.highsnobiety.com. 2021. the new luxury. [online] Available at: <https://stating-better/> [Accessed 6 November 2021]. ic.highsnobiety.com/assets/documents/Highsnobiety_-_The_New_Luxury.pdf> [Accessed 6 November 2021]. Instagram.com. 2021. Vogue Korea Instagram. [online] Available at: <https://www.instagram.com/voguekorea/> [Accessed 6 November 2021]. Wyzowl.com. 2021. Video Marketing 2021. [online] Available at: <https://wwInstagram.com. 2021. Miu Miu Instagram. [online] Available at: <https://www.instaw.wyzowl.com/video-marketing-statistics/> [Accessed 6 November 2021]. gram.com/miumiu/?hl=en> [Accessed 6 November 2021]. Omni. 2021. Gen Z's Digital Marketing. [online] Available at: <https://omnidigitalmarketing.co.uk/gen-z-engage-10-6-hours-online-content-day/> [Accessed 7 November 2021]. Miu Miu. 2021. Miu Miu homepage. [online] Available at: <https://www.miumiu.com/gb/en.html> [Accessed 6 November 2021]. Figure 5 Page 13 Tiktok.com. 2021. TikTok. [online] Available at: <https://www.tiktok.com/@miumiDrapers. 2021. Gen Z and Millennials 2021 - Drapers. [online] Available at: <https://www.drapersonline.com/guides/gen-z-and-millennials-2021> [Accessed 6 November 2021]. u?lang=en> [Accessed 6 November 2021]. Figures 6 and 7 similar web. 2021. similar web Miu Miu. [online] Available at: <https://www.similarweb.com/website/miumiu.com/#overview> [Accessed 6 November 2021].

Figure 8 miu miu. 2021. miu miu zine. [online] Available at: <https://www.miumiu.com/gb/en/miumiu-club/special-projects/miu-zine-spring-summer-2021.html> [Accessed 6 November 2021].

Figure 16 miu miu. 2021. miu miu zine. [online] Available at: <https://www.miumiu.com/gb/en/miumiu-club/special-projects/miu-zine-spring-summer-2021.html> [Accessed 6 November 2021].

Figure 17 Figure 9 Hello Thalita - Your #1 Resource For Fashion and Beauty Advice. 2021. What to Wear With a Green Facebook.com. 2021. Miu Miu Facebook. [online] Available at: <https://www.facebook.com/MiuMiSkirt – 15 Cute Outfit Ideas. [online] Available at: <https://www.hellothaliu/> [Accessed 6 November 2021]. ta.com/what-to-wear-with-a-green-skirt-15-cute-outfit-ideas/> [Accessed 6 November 2021]. Miu Miu. 2021. Miu Miu. [online] Available at: <https://www.miumiu.com/gb/en.html> [Accessed 6 Figure 18 November 2021]. British Vogue. 2021. Miu Miu Spring/Summer 2019 Ready-To-Wear. [online] Available at: <https://www.vogue.co.uk/shows/spring-summer-2019-ready-to-wear/miu-miu/details#wv6a5GrovqR> Figure 10 [Accessed 6 November 2021]. Miu Miu. 2021. Miu Miu campaign. [online] Available at: <https://www.miumiu.com/us/en/miumiu-club/special-projects/always-new-always-miu.html> [Accessed 6 November 2021]. Figure 19 Facebook.com. 2021. Miu Miu Facebook. [online] Available at: <https://www.facebook.com/MiuMiFigure 11 u/> [Accessed 6 November 2021]. miu miu. 2021. miu miu zine. [online] Available at: <https://www.miumiu.com/gb/en/miumiu-club/special-projects/miu-zine-spring-summer-2021.html> [Accessed 6 November 2021]. Miu Miu. 2021. Miu Miu. [online] Available at: <https://www.miumiu.com/gb/en.html> [Accessed 6 November 2021]. Figure 12 Miu Miu. 2021. Miu Miu. [online] Available at: <https://www.miumiu.com/gb/en.html> [Accessed 6 Figure 20 November 2021]. Miu Miu. 2021. Miu Miu homepage. [online] Available at: <https://www.miumiu.com/gb/en.html> [Accessed 6 November 2021]. Figure 13 2021. sustainability Prada group. [online] Available at: <https://www.pradagroup.com/en/sustainaRent the Runway. 2021. Rent the Runway. [online] Available at: <https://www.renttherunway.com> bility/prada-impact/impact.html.html> [Accessed 6 November 2021]. [Accessed 7 November 2021]. Nnadi, C., 2021. Miu Miu Fall 2020 Ready-to-Wear Collection. [online] Vogue. Available at: <https://www.vogue.com/fashion-shows/fall-2020-ready-to-wear/miu-miu> [Accessed 6 November 2021]. Figure 14 2021. Miu Miu up-cycled. [online] Available at: <https://www.miumiu.com/us/en/miumiu-club/special-projects/upcycled.html> [Accessed 6 November 2021].

Figure 21 2021. woman's tales miu miu. [online] Available at: <https://www.miumiu.com/us/en/miumiu-club/womens-tales/womens-tales-5.html> [Accessed 6 November 2021]. 2021. government. [online] Available at: <https://www.openaccessgovernment.org/wp-content/uploads/2018/10/dreamstime_s_99642403.jpg> [Accessed 7 November 2021].

Madsen, A., 2021. Miu Miu Fall 2021 Ready-to-Wear Collection. [online] Vogue. Available at: Figure 15 <https://www.vogue.com/fashion-shows/fall-2021-ready-to-wear/miu-miu#gallery-collection> Miu Miu. 2021. Miu Miu. [online] Available at: <https://www.miumiu.com/gb/en.html> [Accessed 6 [Accessed 6 November 2021]. November 2021]. 2021. Miu Miu up-cycled. [online] Available at: <https://www.miumiu.com/us/en/miumiu-club/special-projects/upcycled.html> [Accessed 6 November 2021]. 2021. woman's tales miu miu. [online] Available at: <https://www.miumiu.com/us/en/miu38 miu-club/womens-tales/womens-tales-5.html> [Accessed 6 November 2021].

Tiktok.com. 2021. TikTok. [online] Available at: <https://www.tiktok.com/@miumiu?lang=en> [Accessed 6 November 2021]. Figure 23 Solace Global. 2021. WORLD ENVIRONMENT DAY - Solace Global. [online] Available at: <https://www.solaceglobal.com/news/2019/06/05/world-environment-day/> [Accessed 7 November 2021]. Figure 24 2021. miu miu campaign. [online] Available at: <https://www.miumiu.com/gb/en/miumiu-club/campaigns/fw21-campaign.html> [Accessed 7 November 2021].