A PHYGITAL BRAND ANALYSIS
Sandra Hilltomt Masters Fashion Promotion, Communication & Digital Media 2021
Sandra Hilltomt
SIMIOLOGY OF FASHION
work by
MSGM
BRAND MISSION As stated by the new CEO of the brand, Veronica Bertozzi, the future of MSGM belongs to the new generations. Part of the new strategy change will be to create an independent structure focused entirely on the commercial division. This will include moving into new headquarters. Footwear and accessories are a focus in the development and strengthening category. By focusing on the accessory unit, the mission will be to expand popularity in East Asia and Europe. Having a bigger presence on Amazon is also part of the goal. The concept being, to make the brand more inclusive and accessible.
Everything is ludical and nostalgic in their collection - from the clothes to the tags- , almost like a 'fantasy'. It is a trip back on time. It is more than a shopping time, it is a return to its essence. The colorful mood inspires youth and brings hope to new times.
''MSGM is all about color and energy being young and eclectic. My goal is to bring positivity, and to valorize the Italian spirit! I put all my ideas, feelings, and emotions into my collections. MSGM collections are clothes for pleasure, I want people to enjoy wearing them, making the pieces and the memories they make wearing them part of their lives. Everything from MSGM is made in Italy, which makes this current collection – about my homeland – even more special to me'' Massimo Giorgetti
MSGM
MAIN SOCIALS MSGM KIDS
MSGM TOKYO
MSGM HK
MSGM MILAN
BESIDES BEING ON THE MAIN SOCIAL MEDIAS, KNOWING THE CREATIVE DIRECTOR STARTED HIS CAREER AS A DJ, THEY ALSO DISPOSAL ON A SPOTIFY PLAYLIST.
TIKTOK
Knowing MSGM is really strong in the asian market, they opened a different account for which main target and location, which makes the content more specific when it comes to language, culture, and way of dressing. The ‘general’ MSGM account counts 715 thousand followers and 5 thousand pictures.
Even though the pages on this new app were not verified, we found 02 main accounts for MSGM: the kids and the general one. The only account with posts, videos and tutorials was MSGM Kids. Their official account has no posts and 09 followers. Meanwhile, on the kids' accounts, with a few videos, they have 50 followers.
Focused on the chinese market, their WeChat is based on articles, how to use the product, moodboards and their famous QR Code. It is a platform where you can have a time-to-time chat with the company and also purchase its items. Knowing their brand it is really strong inside the asian market, the page is always updated and chinese speakers teams are available to help the WeChat public.
MSGM
ISTITUTIONAL E-COMMERCE METHODOLOGIES AND THE SINERGIES WITH THE DIGITAL BRAND ENVIRONMENT The institutional e - commerce of MSGM is multifaceted. Electric colours - especially pink and yellow, can be found in every collection. This is especially interesting when considering the fact that creative director, Massimo Giorgetti, was a Dj for several years.
HIS PASSION IS SEEN THROUGH HIS WORK. THE BRAND HAS A SPOTIFY ACCOUNT WHERE THEY'VE POSTED THE SOUNDTRACKS OF THEIR RUNWAY SHOWS IN THE PAST. THE COLOUR PALETTE OF THEIR COLLECTIONS SHOWCASES THE YOUTHFULNESS THE BRAND PORTRAYS IN STORE AND ONLINE AND OF COURSE THE INFLUENCE OF THE MUSIC WORLD, TWO CONCEPTS THAT GO HAND IN HAND.
MSGM
INSTITUTIONAL E - COMMERCE METHODOLOGIES AND THE SINERGIES WITH THE DIGITAL BRAND ENVIRONMENT One creative contemporary way MSGM is attracting consumers and entertaining their current buyers; is through collaborations such as the one they had with Alessandro Calabrese - their Manifesto project. On the t - shirts of this collaboration, there was a QR code which shoppers scan and are instantly brought directly to the website. MSGM also has separate social accounts for their adult line and children line. The adult line can be found via their institutional e - commerce. While the children's line is exclusively multi - brand.
MSGM
FARFETCH.COM MSGM main e-commerce multibrand retailer is FarFetch.com. Farfetch applys a direct to-consumer approach. Such a business approach allows the brand to create and nurture a direct relationship with their customers, access rich consumer data, increase product margin and create space for a branded experience. It carries a wide range of MSGM garments, both of the current season and limited edition pieces. Man, women and kids collections are all available to shop. MSGM main markets in Europe, Korea, Japan and especialy China (in November 2020, Alibaba and Farfetch created a joint venture, Farfetch China, where MSGM is present).
GIGLIO.COM Giglio.com is a highly curated, italian multibrand luxury e-commerce, which carries fewer brands, including MSGM. MSGM's choice to rely on a smaller retailer helps to create a greater sense of exclusivity at the time of purchase and positions the brand at a higher end in the eyes of customers. The overall look of the products is cleaner, with all the clothes worn by models, in order for the costumer to have a clear vision of fittings and shapes.
MSGM
MSGM ON AMAZON? When talking about the future retail plans of the brand, MSGM Store Manager in Milano expressed the wish of the creative director, Massimo Giorgetti, to be able, in the future, to sell MSGM products directly on Amazon. This shows how the brand, which mainly targets Millennials and Gen Z, wants to make the shopping experience even easier and more immediate, but perhaps this could mean loosing the luxury positioning of the brand.
MSGM
PROPOSAL OF IMPROVEMENTS 4. PROPOSAL OF IMPROVEMENTS: HOW TO PRESERVE THE PHYGITAL IDENTITY OF THE BRAND
OUR FOUR PROPOSALS TO MSGM: AR Fitting rooms QR-Code Live shopping New digital strategy During our store visit to MSGM, the fitting rooms were an interesting point of inspiration. We propose that MSGM turn the fitting rooms into an AR experience. Liveshopping, focusing on the asian market, with specific and exclusive assinstence - language and culture,
SHAPE & ESSENCE/ VISUAL TENSION Following the same concept of the QR-Code MSGM already has, we suggest those virtual codes also on the window display, when you are able to visualize the total look you see exposed and buy it even if the store is not opened. Regarding the digital media, we suggest MSGM focus their content on the younger generation, and being strongly engaged on new entertainment apps.
Digital and Physical study case: MSGM Store in Milan The mirrors are going to be an experimentation of the digital world; you can choose your outfit without having to dress it.
MSGM
Tatsuo Miyajima by Tony Cragg 2020
MOOD BOARD
MSGM x Alessandro Calabrese
MSGM Kids x Barbie
MSGM
DIGITAL ACTIONPLAN FOR THE NEW GENERATIONS Our suggestion for the digital action plan is to start creating more engaging content that serves their community. According to researchers, by 2025, 85% of the population will be a digital buyer, compared to 78,7% in 2021 (Data by EMarketer, 2021). Another study by Forbes said that <<Before the pandemic, way back in 2018, an independent study estimated that Gen Z's direct and indirect spending power reached up to $143 billion>>, which made the luxury brands change their way in order to attend this new target.
<<A CHI DEDICA QUESTO MOMENTO SPECIALE? AI BAMBINI, CHE RENDERANNO POSSIBILE IL FUTURO DI TUTTI NOI.>>
MASSIMO GIORGETTI FOR ELLE, 2021
GEN-Z
GEN ALPHA
Brands should perceive their followers and viewers as a community. What that does is creating a feeling of belonging on social media, making you a part of the brands community.
Knowing they work with different kids collections accounts, they should create content that is following the natural behavior entrance of the determined social platform. If they have 2 to 3 different 'influencers' kids posting regularly on their tiktok, MSGM can reach the target group without talking about sales or clothes. In this way they can train and educate their future clients.
The brand should also consider becoming more serious content creators online in general. It's very easy to get lost on social media, both as a business and as a private user. As a business owner/CD you can get blinded of what you think is important, rather than thinking about what your viewers, followers and consumers think is entertaining, educating or interesting to watch.
By creating the same content on Instagram in a "reels" format, they can reach an older audience perhaps the parents of those kids that are on tiktok.
MSGM
RETAIL ACTIONPLAN WHAT CAN WE EXPECT?
In the next few years Giorgetti wants to create a new concept of boutique that links fashion to art, by hosting exhibitions of contemporary artists.
THE INDUSTRY IS WORTH USD $171 BILLION (2021). ACCORDING TO EMARKETERS, CHINA HAS THE HIGHEST RATE OF E-COMMERCE OF ANY COUNTRY AS A % OF TOTAL RETAIL SALES & THE HIGHEST ABSOLUTE SALES LEVEL
Giorgetti also stated that he wants to pay attention in terms of sustainability about every aspect regarding the products: packaging, shopping bags and hangers. From our own prospective, we belive MSGM could introduce the concept (already famous in China) of Livestream shopping: hosting live events from their boutique on their social networks, where influncers or brand’s ambassadors show the new collections with the possibility of purchasing the garments simultaneously.
MSGM F/W 21 Collection with Alessandro Calabrese.