PRESENT MARKETING STRATEGY
PRESENT SS19
& THIERRY CHOW
CONTENTS CONSUMER PROFILE
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COLLABORATIVE PARTNER
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TARGET MARKET COMMUNICATION STRATEGY SWOT ANALYSIS BIBLIOGRAPHY
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TARGET CONSUMER PROFILE The trend’s target consumer is the millennial generation, identified as educated, ambitious, tech-savvy and sociable. These customers are also associated with leading a hectic life, multitasking, remaining constantly in touch and in a great need of establishing a crucial work-life balance. In their rapidly developing world, the need of authentic connection with the self, the others and the nature is of a significant importance in reserving one’s inner balance and energy.
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COLLABORATIVE PARTNER A contemporary Feng Shui master, designer and both a private and commercial consultant in curating a healthy environment through the ancient art, Thierry Chow will be the collaborative partner for SS19 Present. The expert will produce interior and fashion style example models synchronised with the trend and will create individual plans for the specific needs of the consumers. Establishing a strong community feeling and personal interaction with the clients will be the main focus of the trend and a key to earning the customers’ trust.
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The United States, United Kingdom and China have been identified as the most suitable markets for developing the trend. Amongst some of the largest shopping malls in the USA in a partnership with the trend will be King of Prussia in King of Prussia, Pennsylvania, South Coast Plaza in Costa Mesa, California and Roosevelt Field in Garden City, New York. Partnering complexes in the UK will include shopping centres such as Bullring in Birmingham and Trafford Centre in Greater Manchester. Chinese customers will be able to satisfy their shopping needs in IFC Mall in Hong Kong and China World Mall.
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The mentioned choices offer a wide selection of brands from high end department stores such as Selfridges and Harvey Nichols to mainstream names like Primark, in order to create the ultimate shopping experience and provide the millennial consumer with diversity of product options, balancing quality and affordability. Pop-up workshops at these locations will create an opportunity for meetings with Thierry Chow, on which the consumers will be able to obtain more knowledge about the trend and buy some of the selected items from the featuring brands. Significant discounts will be implemented for both personal choices and the recommended from the designer product offers, creating an opportunity for these consumers to afford some branded products which were previously out of their budget, while reinforcing customer loyalty.
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COMMUNICATION STRATEGY The communication for the trend will be established mainly through a specially developed mobile app, which aims to create a community feeling, increase the consumers’ engagement, educate and improve the conversation about the trend and the values it promotes. Amongst the options featuring on the app will be 3D body scanning, saving the consumer’s measurements to their online account, which will allow the recommendation and virtual fitting of the desired products. Augmented Reality (AR) will be another supported feature, aiming to provide the users with the ability to scan either their home/working environment or their current outfit and suggest products or alterations for possible improvements. The platform aims to ease everyday tasks, such as choosing a suitable for a specific occasion outfit, based on the user’s online wardrobe, once they upload pictures of the garments they possess into the section.
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Additional communication channels will include Facebook, Instagram, Tumblr and China’s leading social apps – WeChat, QQ and Q-zone. While these platforms will be used for sharing information and promoting the trend, Present’s official app will be the main focus, as its content will be selective, contributing to the relaxing narrative of the trend and avoiding the overload of information of different nature.
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STRENGTHS The contemporary approach towards the importance of self-care through the adaptation of easy and natural dealing techniques is something the target consumer truly needs and can widely relate to. The aim of establishing a supportive community with like-minded people will improve the social interaction and involve the collaborative partner closer to the clients’ needs, assuring that they will receive relevant and adequate services. Thierry Chow will also become a platform for modernizing and sharing the knowledge of feng shui with those who want to learn more about the ancient art and include a wider part of it in their lifestyles.
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SWOT WEAKNESSES Possible obstacles the campaign might face, are the lack of recognition of the implemented Five element system from feng shui or the misconception a lot of people share about the practice in general. Some of the wrong assumptions people express the most often about feng shui, is that it is either superstitious, magic, just a decorating aesthetic or even that it could conflict with their personal religious beliefs. The trend’s most important mission is to bring awareness to the consumers about the relationship between environment and human and teach them how to use their surroundings to enhance one’s overall wellness.
ANALYSIS OPPORTUNITIES Aiming to teach millennials how to establish a nourishing mindset and vision, as well as creating a healthy home and working environment, the trend creates an opportunity of improving this consumer’s professional development. Setting up a stimulating and enjoyable atmosphere does not only increase the productive and creative process, but also brings more satisfaction and positive attitude towards work responsibilities and increases employer loyalty of the generation considered to be most likely to switch jobs. (Gallup, 2016)
THREATS As the trend is collaborating with some of the biggest shopping centres at the chosen locations, which include a variety of high-end department stores, some of the luxury brands may not agree to have their products sold at a lower price and to a different than their usual consumer base. Usually represented by clients with a high social status and income, those brands may disagree to be associated with a diversifying market and a new price, which, in the face of their regular customers and competitors, may seem as a compromise of their products’ quality.
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BIBLIOGRAPHY
Pexels.com. (2018). Woman in Black Top Beside Green Leafed Plant · Free Stock Photo. [online] Available at: https://www.pexels.com/photo/woman-in-black-top-beside-green-leafed-plant-1078058/ Pexels.com. (2018). Close-Up Photography of a Woman Near Leaves · Free Stock Photo. [online] Available at: https://www.pexels.com/photo/close-up-photography-of-a-woman-near-leaves-1079791/ Encrypted-tbn0.gstatic.com. (2018). [online] Available at: https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcR8KNzbVEMgYAVVa3XKU0EXwoLywuIUQkgW-W7NGzq-r1iXCVUgIQ Who-are-invited.com. (2018). [online] Available at: http://who-are-invited.com/wp-content/themes/simfo/themify/img.php?src=http://who-are-invited.com/wp-content/uploads/2014/11/Screen-Shot-2014-1105-at-11.24.23-AM-1024x611.png&w=970&h=&a=tl Www3.hilton.com. (2018). [online] Available at: http://www3.hilton.com/resources/media/hi/SNACMHH/en_US/img/shared/full_page_image_gallery/main/HH_southcoastplaza_675x359_FitToBoxSmallDimension_Center.jpg Secure.i.telegraph.co.uk. (2018). [online] Available at: https://secure.i.telegraph.co.uk/multimedia/archive/03224/sse_birmingham_bul_3224755b.jpg
FASHION COMMUNICATION & EMERGING MEDIA IVETA MARTINKOVA