DIGITAL MARKETING ARMANI WILLIAMS
EXECUTIVE SUMMARY
In this report I will be analysing the footwear brand, Public Desire. Analysing the brand will help with the short film I will be creating for Public Desire. Before deciding on a brand, I decided to think of the films personality and the feelings of the viewers into consideration. Doing this helped influence a decision of choosing a brand or designer and the concept of the film. I wanted to produce something that would be fun, edgy, flirty and entertaining to watch. Public Desire campaign videos had the same attributes I had describe previously. The aim for the film was to keep the same cool ascetic that Public Desire videos showed, however adding my initial ideas to create something Public Desire consumers have never seen before. Researching the brand in depth will give me a better understanding of the brands identity.
CONSUMER ANALYSIS Public desire consumers are young, fashionable women who isn’t afraid to be outgoing with their personal style. Her style is flirty, edgy and contemporary and she is always updated with all the latest trends. These confident women are highly influenced by celebrity style that is featured on social media from celebrities like Kim Kardashian, Kylie Jenner, Rhianna and Hailey Baldwin. However, the PB girl isn’t wearing the same celebrity style as it extremely expensive this is why she shops in affordable retail stores like Public Desire, Misguided, Pretty little thing and Topshop. Public Desire target market ranges from 19 to 24, these women are either students in university studying an art related subject or professionals in the fashion industry. The PB girl also likes to share her outfits and style on social media channels like Instagram and snapchat. Her interest consists of fashion and beauty, blogging, trending media, shopping, attending festivals and events and meeting with friends.
B P E H T S I WHO
? E B BA
COMPETITIVE SITUATION
Missguided is a fast fashion etailer, founded in 2009 it is now one of the fastest online retailers. Specializing in clothing, accessories and shoes inspired by catwalk garments and celebrity style. Missguided is known for knowing their target market really well, their consumers ages range from 16 to 24 and are known as students and working professionals. Advertising and social media both appeal to their demographic. Missguided has collaborated with various celebrities to produce high quality, high exposure media. As well as collaborating with celebrities, Missguided has worked with creative directors Prince + Jacob, “A creative duo since 2009… Founders of GALORE MAG + GALORE MEDIA” (About, no date) to create ‘GLORE X MISSGUIDED’, a campaign film about 90s girl power. To compare social media both brands have a strong, attractive social media, However Missguided has a larger following as it is a bigger brand. Missguided has fun and quirky photos whereas public desire photos are edgier.
GLORE X MISSGUIDED
GLORE X MISSGUIDED
STRENGTHS Strong Social Media Missguided only use relevant social media channels to their target market. There most popular channel is Instagram with over 2 million followers. Missguided definitely know who their customers are and how to appeal to them.
OPPORTUNITIES Pop up boutique in Selfridges Having a pop up shop in one of the largest department stores in the UK, is a great opportunity to branch out to other department stores or even its own store.
MISSGUIDED SWOT
Clear target market It is clear that Missguided has a focus on a target audience who are interested in celebrity inspired fashion at high street prices. The young female age ranges from 16 to 30.
TOWS DEDIUGSSIM
WEAKNESSES
Only Online Unfortunately, Missguided only have a e-tailer however it hasn’t stopped there sells but some individuals like to feel and try on a physical object.
Negative reviews on product page on site Having negative feedback on your product pages can turn customers off as they won’t find anything appealing about it.
THREATS Cheaper brands selling similar clothing Competitors like pretty little thing and Boohoo both sell similar styles to Missguided at a slightly cheaper price.
COMPETITIVE SITUATION
SIMMI is an online footwear brand that sells celebrity inspired footwear at affordable prices. Founded in 2006, the brand had gained popularity from social media. Arising from social media, SIMMI has a strong understanding of their consumers. SIMMI is a smaller brand and only has an employee size of 11 to 50. Simmi and public Desire are very similar brands and have somewhat of an identical online identity. Both brands have an indistinguishable Instagram pages and blogs, however both brands have the same client profile. Simmi homepage features a grunge like editorial. I noticed all their photography is taking outside in front of a basic textured wall and gives an impression of a low budget shoot. Whereas Public Desire has experimented with different locations and styles. Both websites also have a similar layout, although many online retailers are arranging their sites to the same style.
STRENGTHS
On trend styles Simmi inventory is updated regularly with new styles inspired by off the catwalk and celebrity style.
Gained popularity from social media Simmi had popularity had risen from there strong social media channels. Simmi Instagram page has a similar presence to Public Desire, however they do have to same target market so having similar material isn’t awful
SIMMI SWOT
OPPORTUNITIES
WEAKNESSES
TOWS IMMIS
Doesn’t have a strong manifesto or mission statement The manifesto shows consumers what the brand stands for and its values. Not having a strong mission statement could not gain the loyalty of customers.
THREATS
Public Desire is a stronger competitor Simmi brand image is very similar to Public desire, however their competitor is much more popular and has a larger following.
BRAND ANALYSIS
“Our mission is to empower women worldwide to step out looking & feeling sassy” (Public desire about, 2014)
Public Desire is a fast fashion footwear online retailer. Styles are inspired by celebrity style and new trends off the catwalk. Public desire is quite a new brand as it only launched in 2014 but has had a dramatic popularity growth through the years and at this present time it is still increasing. A high percentage of their popularity had come from their social media channels. Public desire styles are inspired by stylish influential Celebrities like Rhianna, Kim Kardashian, Kylie Jenner, Beyoncé and Hailey Baldwin. There female customers ages range from
18 to 24. Customers look for fun, flirty, stylish contemporary styles which matches with their personality. It is clear that Public desire target market are interested in celebrity style at affordable pricing. Public Desire Shoes pricing ranges from £19.99 to £54.99.
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BRAND ESSENCE Empowering women to step out and feel confident.
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STRENGTHS Strong social media identity Public Desire has a high brand image which shows their target audience exactly what their identity is. Clear target market Public desire understands their customers and who they are, there social media shows a strong understanding of this
OPPORTUNITIES Feature on asos As asos is a one of the most popular online retailers, featuring on Asos means that Public Desire will get more attention and more customers.
WEAKNESSES Only online When purchasing shoes in store most people try on the product to see how it physically fits before purchasing. The one disadvantage of online shopping is not being able to physically touch, feel or try on the item. However, to overcome this problem, Public Desire offer free returns that way if any of their products don’t fit customers won’t have to pay a fee to send it back.
THREATS
Stronger competition Competitors like Missguided who share the same client profile and has an increasing social media following can threat Public desires sells
BRAND OBJECTIVES Before thinking about models or makeup artist, I had designed a couple of storyboard so I could explain my plan to the cameraman. I had 2 storyboards that was my main focus. My first initial idea was to make a fun and quirky campaign film which would be out in location and focus on autumn/ winter styling, this idea more resembled Public Desire campaign videos, however due to poor time management this idea was not likely to happen. My second idea was to make a look book but only of the shoes rather than a full body shot. Public desire has not made any look books with just a focus on the feet. Even though this is a usual idea for public desire I will still keep the same ascetic I feel that Public Desire produces. For the look book I had incorporated 7 different styles of shoes and boots.
SHOES USED IN FILM
PRODUCT As I only need a foot models, choosing models wasn’t hard as I didn’t need a certain type of model. The only requirement for modelling was to have size 5 to 6 feet and have appealing feet. I had bought 8 pair of shoes to be filmed, as I was only filming my models feet there wasn’t much styling involved. The concept of the film was for these shoes to have their own personality. For example, Public desire Creepers would be fun and adventurous whereas their heels would be sexy and courteous. All the shoes I used for the film were all Public Desire latest styles, this will show customers and new consumers what Public Desire has to offer for their autumn winter collection. For my look book, I wanted a professional style shoot so I decided to use a studio with lighting and a backdrop. Having the studio will give the film a clean finish.
PLACEMENT The film will be shown across all Public Desire Social media channels that post any type of moving image media like YouTube, Facebook, Twitter and Instagram. The original film will be posted on YouTube, Facebook and twitter whereas the social edits will be featured on Instagram.
PROMOTION
PROCESS
The look book will be Public Design A/W campaign. To appeal to the target market, I will be posting sneak peak edits on social media and Public Desires site. As Public desire already has a large social media following advertising would not be a problem online, however if Public Desires wanted to broaden their advertisement outside of social media. Showing the film on TV will also promote all offline consumers.
Call time was from 9 AM however we did not start shooting until 9.30 as there was a duration of 30 minutes to set up. As I did not have a crew I had to set up the studio myself. As am not an experience film maker I wasn’t sure how to set everything up and just used my common sense. I realised that if I had used an Experienced film or photography student, set up time would probably be cut in half. I had booked the studio for 4 hours, this gave me enough time to shoot different looks more than once to get the perfect shot. While in production I had shot each model twice just in case it wasn’t perfect the first time, doing this gave me a lot of footage to work with and was able to do this with all 8 pairs of shoes. In this shoot I was the creative director/stylist, as my models have never modelled with their feet at the beginning they had found it bit difficult with poses however as the day went along they had become more and more confident and was able to have fun.
SOCIAL MEDIA MOCK UPS
BIBLIOGRAPHY 2016, L.E.L. (2014) Big interview: Missguided managing director Nitin Passi. Available at: http://www.essentialretail. com/big-interviews/article/53aa8962ee6e1-big-interviewmissguided-managing-director-nitin-passi (Accessed: 23 November 2016). About (no date) Available at: http://www.princeandjacob. com/about/ (Accessed: 22 November 2016). About us: Simmi shoes (no date) Available at: http://www. simmi.com/about/ (Accessed: 23 November 2016). Endabagroup (2016) Public desire eyes US following sales increase. Available at: http://www.endaba.com/news/endaba_ news/public-desire-eyes-us-following-sales-increase/ (Accessed: 23 November 2016). Public desire - about (2014) Available at: https://www. facebook.com/pg/publicdesire/about/?ref=page_internal (Accessed: 22 November 2016). Public desire looks to expand globally with affiliate window (2016) Available at: http://usblog.affiliatewindow. com/public-desire-looks-to-expand-globally-with-affiliatewindow/ (Accessed: 23 November 2016). (No Date) Available at: https://www.linkedin.com/ company/1615729?trk=prof-0-ovw-curr_pos (Accessed: 23 November 2016). (No Date) Available at: https://www.linkedin.com/company/ missguided-ltd?trk=extra_biz_viewers_viewed (Accessed: 23 November 2016). (No Date) Available at: https://www.linkedin.com/company/ simmi-shoes (Accessed: 23 November 2016).