CONTENTS
MISSION STATEMENT...PAGE 3 INTRODUCTION...PAGE 5
PESTLE MARKET ANALYSIS...PAGE 7 SWOT ANALYSIS...PAGE 8 4P’S OF MARKETING...PAGE 10 COMPETITIVE ANALYSIS...PAGE 11 BRAND ANALYSIS...PAGE 13 BRAND IDENTITY...PAGE 14 BRAND POSITIONING STATEMENT...PAGE 15 CONSUMER PROFILE STUSSY...PAGE 17 CONSUMER PROFILE URBAN OUTFITTERS...PAGE 18 STUSSY X URBAN OUTFITTERS...PAGE 2O BRANDING...PAGE 21 PROMOTION PLAN...PAGE 22 CONCLUSION...PAGE 24 BIBLIOGRAPHY...PAGE 25 PHOTOGRAPHIC BIBLIOGRAPHY...PAGE 26 & 27
MISSION STATEMENT
“To take Stussy’s renowned reputation and turn it into diamonds by proposing a collaboration that will benefit them in multiple ways.”
INTRODUCTION Stussy an American clothing brand steming from California USA, has taken the world by storm with it’s innovative designs, open mindedness and bold imagery. A staple in modern fashion, streetwear and the hip-hop scene Stussy has inspired people to be bold, unapologetic and true to themselves. Urban Outfitters, the high street giant that has managed to stay humble through all of it’s success caters to the young and interesting. It focuses on vintage, kitchsy and retro styles and seperates itself from other high street brands by daring to be different.
PESTEL POLITICAL - Ethnic diversity in fashion is currently a big issue, Stussy have never discrimnated
against races, and have used POC models since the beginning. Feminism is on the rise especially within younger generations, Stussy have always shown all types of women as strong and equal to men.
ECONOMICAL - Brexit and goverment cuts in the UK means that people have less disposable income, Stussy might lose customers because of this current economical climate.
SOCIAL - Traditional advertising and media currently decreasing in popularity, Stussy are very active across all forms of social media especially Instagram and Facebook.
TECHNOLOGICAL - Omnichannel Marketing is an up and coming trend in the fashion industry, If Stussy take advantage of this growing market, they’ll have an advantage over competitors.
LEGAL - Ageism is a problem in the fashion industry, Stussy don’t discrimate against age and have models of all ages in their campaigns.
ENVIROMENTAL - Vegan products are becoming more popular, and it’s illegal to use sweatshops
in the UK and EU. Stussy use fairtrade materials, all their products are legally produce in the USA and use eco-friendly materials.
SWOT ANALYSIS STRENGTHS - Stussy have the very strong ethos “Brand First, Revenue Second” They have a very large cult following and online presence They use eco-friendly material WEAKNESSES - not using all forms of promotion Stussy have stores in Japan and the US, but currently don’t have a flagship store in the UK,Some of Stussy’s competitors are more physically avaliable. OPPURTUNITIES - They have a strong cult following which means they have loyal customers. A lot of ways they can expand the business. Known around the globe which means they have loads of places to expand including promotion in places that could be future markets. THREATS - Their competitors such as Diesel, Billabong and Supreme have flagship stores in the UK Other competitors without flagship stores such as Golf, Huf and Thrasher haven’t got UK flagship stores but also rely on cult
THE MARKETING MIX PRODUCT - Stussy’s USP would be that they’re an authentic American brand, they’re artistic and their products focus on consumers who enjoy art and fashion. The culture behind Stussy is what makes their USP so strong. PRICE - Stussy’s price range suits it’s ideal consumer, it’s a more expensive than some of it’s other competitors but the brand offers high quality clothing and a high fashion look for a resonable price. Also customers aren’t only buying a product, their buying into the Stussy lifestyle, ethos and “tribe”. PLACE - The brand only have 3 stores in the US where the brand was founded, the also have a few international stores in countries such as Japan, Italy and Spain. Physical stores aren’t important for Stussy, they prefer to have their collections online. However, this stops customers having a physical experience while shopping for Stussy. PROMOTION - One of Stussy’s greatest legacies is collaboration, the brand is well known for doing fantastic and popular events and collaborations with designers, photographers and stores. Stussy is known for it’s International Stussy Tribe collaborations around the world. The brand doesn’t have to use aggressive traditional advertising methods to reach it’s ideal consumer.
B R A N D P O S I T I O N I N G
HIGH FASHION
HIGH PRICE
LOW PRICE
MASS MARKET
BRAND ANALYSIS BRAND ESSENCE - High quality clothing for men and women of all sizes and ages. BRAND VALUES - being interesting, being different, not conforming to styles and rules of fashion. BRAND PERSONALITY - A fun, unique brand that takes risks and plays with the rules, fearless and inspiring.
PHYSIQUE
World famous logo, Shawn Stussy’s signature which shows that the brand is authentic and humble. Streetwear, people identify with it’s “hood” style.
PERSONALITY
Monochrome fashion photography and the world famous Stussy font that can be found on every Stussy campaign. fun and thoughtprovking photography, The Stussy Tribe.
BRAND PRISM
RELATIONSHIP
Making consumers feel like their part of a group if they buy into the Stussy brand, Stussy not only gives their consumers a physical product but also gives them something to live by.
REFLECTION
In the customer’s mind the brand represents confidence, style and trend setting. It also represents family and belonging.
SELF-IMAGE CULTURE
Innovative style, being unique confidence, being artistic and daring, a positive attitude towards life, finding your tribe.
Consumers see themselves as part of a tribe, those who buy into the Stussy brand feel like they’re part of this elite group of cultured artists and trend setters. People who wear Stussy feel more unique and stylish than others.
BRAND POSITIONING STATEMENT The brand Stussy offers high quality clothing for men and women from all walks of life. There’s something for every age, gender, style and subculture. Offering not only high quality clothing but also a way of life.
CONSUMER PROFILE: STUSSY The average consumer for Stussy is 18-25 years old, middle class art students and usually from large cities. Stussy’s consumers are usually most passionate about apparell, fashion and entertainment. Their interests revolve around music and rising fashion trends, the target audience are big on hip hop and electronic music. Interests in artists include Kendrick Lamar, Drake and experimental electronic musicians such as Jamie XX. Stussy’s consumers are very fashion forward and conscious, they are up to date with trends but also trendsetters.
CONSUMER PROFILE: URBAN OUTFITTERS Urban Outfitters target consumer shares a lot of the same interests as Stussy’s consumer. They span from the age of 18-25 and are usually univeristy or recently graduated students. Their style is usually retro they’re trendy, unique and confident in their style. They’re cultured in art, fashion and film and are into more unique tastes. They enjoy hobbies that differenciate them from others. They don’t follow high street trends, the consumers for UO are early adopters who like to mix emerging trends with their own personal style. Like Stussy, UO consumers’ main interest is music, however they are slightly different as UO consumers are more interested in Indie music than Hip Hop.
MARKETING STRATEGY International clothing brand Stussy has been taking the world by storm since 1980 with it’s innovative designs and loud character. Urban Outfitters, a high street chain founded in 1970, has worked closely with Stussy bringing their style and brand to their UK stores. The Stussy X Urban Outfitters collaboration will bring the Stussy Tribe to life, to create the StussyArmy, an interactive pop up store that will allow consumers to experience the brand, visual art pieces and art pieces. The collaboration will allow Stussy to take over the UK with it’s well known cult status, this event will create social media hype, a platform for Stussy fans to express themselves, and a physical exprience for those who already love the brand and those who are just now being introduced to the Stussy world. Stussy’s most recent collection will be available at the pop up event, along with exclusive Stussy merchandise, free tickets will be avaliable over all social media, fans can help curate the Stussy Army playlist after booking a ticket using a password..
BRANDING Branding will be very strong at the event, by having the event at the Urban Outfitters flagship UK store it will allow people to know that Stussy are collaborating and that Urban Outfitters are also a part of the Stussy tribe, this will let fans of the brand also delve into Urban Outfitters and become familiar with the brand as well as attend the Stussy event. By having visual arts and other experiences it will allow audiences to experience the brand on a personal level. Not only will their be branded clothing and merchandise but all the visual arts will be created by friends of Stussy so consumers can see what the brand is all about. Stussy consumers are very big on music, that’s their main interest. Having a Spotify playlists that consumers can help curate will allow them to bring life to the brand and help define what they think the brand’s soundtrack is.
P
PROMOTION PLAN: AIDA The collaboration will grab the consumers attention with the STUSSY ARMY pop up event, creating an event for loyal and new customers to come and experience the brand’s image and values. Pop up events are increasing in popularity, people enjoy experiencing the brand they are buying into and it gives them a little extra for their money. Having free tickets to the event will also attract customers because it’s an incentive to come down and experience the brand without any strings attached. The event will be interactive for the customers, people enjoy being able to experience a brand physically. Having visual art, prints, a playlist curated by customers and merchandise will interest people because they feel like they are experiencing Stussy’s attitude. People will be interested in joining in because it’s a new experience for them and for those who know the brand they’ll be interested to be part of the International Stussy Tribe. Urban Outfitters X Stussy event will allow audiences to delve into the brand and become part of it, having the Stussy Army will give consumers a sense of togetherness which is desirable for consumers because they will feel part of crew. Consumer’s will also desire the brand’s attitude, they will want to become part of the brand’s values and join in with the tribe.
CONCLUSION In conclusion, Stussy has an international reputation for being innovative, artistic and unique. Their loyal customers and brand image has stayed strong for years, their important brand values have allowed the brand to stay humble to it’s beginnings and stick with it’s original ethos “Brand first, Revenue Second”. By bring the tribe to the UK to create an army will continue to allow Stussy to keep their strong image and bring their consumers together allowing them to create a network of fans all across the globe. Stussy’s future is a bright one, with it’s tribe growing bigger by the day and their social media presence becoming stronger, the international tribe are set to take over the globe.
BIBLIOGRAPHY Customer-profile.com. (2017). Stussy Customer profile. [online] Available at: http://customer-profile.com/apparel-and-fashion/clothing/unisex/stussy-customer-profile.html [Accessed 18 Nov. 2017]. Customer-profile.com. (2017). Urban Outfitters Customer profile. [online] Available at: http://customer-profile.com/apparel-and-fashion/ clothing/women-s-clothing/urban-outfitters-customer-profile.html [Accessed 23 Nov. 2017]. Deleon, J. (2017). How Stüssy Became a $50 Million Global Streetwear Brand Without Selling Out. [online] The Business of Fashion. Available at: https://www.businessoffashion.com/articles/intelligence/how-stussy-became-a-50-million-global-streetwear-brand-without-sellingout [Accessed 9 Oct. 2017]. DeLeon, J. (2017). The Oral History of Stüssy: Part 1. [online] Complex. Available at: http://www.complex.com/style/2012/12/the-oral-history-of-stussy-part-1 [Accessed 19 Nov. 2017]. Jones, S. (2017). Spanish socialists on the ropes, but clenched-fist Stussy T-shirt is a hit. [online] the Guardian. Available at: https://www. theguardian.com/world/2017/mar/26/psoe-spain-socialists-t-shirt-stussy [Accessed 9 Oct. 2017]. prezi.com. (2017). Urban outfitters customer profile. [online] Available at: https://prezi.com/n6n1njcake0l/urban-outfitters-customer-profile/ [Accessed 18 Nov. 2017]. Salter, S. (2017). e xclusive: stussy’s london tribe launch the latest dover street market collaboration. [online] I-d. Available at: https://i-d. vice.com/en_uk/article/vbep54/exclusive-stussys-london-tribe-launch-the-latest-dover-street-market-collaboration [Accessed 14 Nov. 2017]. Stussy.co.uk. (2017). Chapters | Stussy. [online] Available at: https://www.stussy.co.uk/chapters [Accessed 16 Nov. 2017]. Stussy.co.uk. (2017). Privacy Policy | Stussy. [online] Available at: https://www.stussy.co.uk/privacy-policy [Accessed 10 Oct. 2017]. Victorine, J. (2017). Six Californian Brands (Not Named Stussy) That Changed Streetwear Forever - California Streetwear Brands Changed Streetwear. [online] Grailed. Available at: https://www.grailed.com/drycleanonly/california-streetwear-brands-changed-streetwear [Accessed 12 Nov. 2017].
PHOTOGRAPHIC BIBLIOGRAPHY
Fig 1. Man Chasing Taxi Classic Stussy Campaign, https://www.highsnobiety.com/2017/07/31/stussy-fall-2017-campaign/ [accessed 07 October 2017] Fig 2. Woman swearing at camera, Stussy 2017 Campaign. Lebon. T. https://hypebeast.com/2017/2/stussy-2017-spring-campaign-203 [accessed 09 October 2017] Fig 3. Woman wearing Velvet top, Urban Outftters Instagram post https://www.instagram.com/p/Bbj3Tt2g-ck/?hl=en&taken-by=urbanoutfitters [accessed 21st November 2017] Fig 4. You Glow Girl neon light, Urban Outfitters Instagram, https://www.instagram.com/p/BbXg3P3AdlH/?hl=en&taken-by=urbanoutfitters [accessed 21st November 2017] Fig 5. Woman standing in front of the Eiffel Tower, Stussy AW!6, Lebon. T, http://www.dazeddigital.com/fashion/gallery/22527/4/stussy-aw16campaign [accessed 09 October 2017] Fig 6.Woman standing at the window, Stussy 2017 Campaign, Lebon. T, https://hypebeast.com/2017/2/stussy-2017-spring-campaign-203 [accessed 09 October 2017] Fig 7. Man wearing yellow jumper, Stussy Instagram, https://www.instagram.com/stussy/ [accessed 10 October 2017] Fig 8. People in Swimwear laughing, Urban Outfitters Lookbook, https://www.urbanoutfitters.com/summer-checklist-lookbook [accessed 10 October 2017] Fig 9. Girls in the pool, Urban Outfitters Lookbook, https://www.urbanoutfitters.com/summer-checklist-lookbook, [accessed 10 october 2017] Fig 10. man lying down, Stussy Instagram, https://www.instagram.com/stussy/ [accessed 10 October 2017] Fig 11. Woman wearing Addidas, Urban Outfitters X Addidas, http://modernhype.com/2016/08/02/urban-outfitters-x-adidas-present-future-campaign/ [accessed 12 October 2017] Fig 12. Woman sat down, Urban Outfitters 2016 Lookbook, http://www.fashionisers.com/fashion-news/urban-outfitters-winter-2016-80s-fashion/ [accessed 12 October 2017] Fig 13. Woman standing, Urban Outfittes 2016 Lookbook, http://www.fashionisers.com/fashion-news/urban-outfitters-winter-2016-80s-fashion/ [accessed 12 October 2017] Fig 14. Woman’s face with forever text, Urban Outfitters 2016 Lookbook, http://www.fashionisers.com/fashion-news/urban-outfitters-winter-2016-80s-fashion/ [accessed 12 October 2017] Fig 15. Man standing in front of car, AW14 Stussy Campaign, http://www.styleengine.com/2014/08/17/stussys-fw-14-campaign-francesco-giusti/ [accessed 14 October 2017] Fig 16. Two men standing next to eachother, AW14 Stussy Campaign, http://www.styleengine.com/2014/08/17/stussys-fw-14-campaign-francesco-giusti/ [accessed 14 October 2017] Fig 17. Woman with bunny ears in front of pink background, Stussy 2015 Campaign, Lebon. T, https://www.mapltd.com/post/tyronelebon/ shootsstussyfall2015campaign/ [accessed 15 October 2017] Fig 18. Man in pink shirt, Stussy Instagram post, https://www.instagram.com/p/BbNhSFODj1E/?taken-by=stussy [accessed 15 October 2017] Fig 19. Man in yellow shirt, Stussy Instagram post, https://www.instagram.com/p/BbNhSFODj1E/?taken-by=stussy [accessed 15 October 2017] Fig 20. Woman with paint on her face, 2016 Stussy Fall Campaign, https://sidewalkhustle.com/stussy-fallwinter-2016-world-tour-campaign/ [accessed 30th October 2017]
PHOTOGRAPHIC BIBLIOGRAPHY Fig 21. Hand holding rose, http://png-transparent.tumblr.com/ [accessed 30th October 2017] Fig 22. Shoes on suede sofa, Urban Outfitters instagram, https://www.instagram.com/p/BajmUlLA6vP/?hl=en&taken-by=urbanoutfitters [accessed 2nd November 2017] Fig 23. Man holding pool cue and smoking, Stussy instagram post, https://www.instagram.com/p/BVIWSgaDvSt/?taken-by=stussy [accessed 2nd November 2017] Fig 24. Palm trees, Stussy instagram post, https://www.instagram.com/p/BVc8WaIDs_v/?taken-by=stussy [accessed 2nd November] Fig 25. Woman with crystals on her face, Stussy Fall 2015 Campaign, https://www.mapltd.com/post/tyronelebon/shootsstussyfall2015campaign/ [accessed 5th November 2017] Fig 26. Woman kneeling, Urban Outfitters 2016 Campaign, http://www.fashionisers.com/fashion-news/urban-outfitters-winter-2016-80s-fashion/ [accessed 2nd November 2017] Fig 27. Two women with arms around eachother, Urban Outfitters Instagram, https://www.instagram.com/p/BbMruMRgoIW/?hl=en&taken-by=urbanoutfitters [accessed 5th November 2017] Fig 28. Man squaring up with hoodie, AW14 Mens Campaign, http://www.styleengine.com/2014/08/17/stussys-fw-14-campaign-francesco-giusti/ [accessed 6th November 2017] Fig 29. Man hitting Dollar shirt, AW14 Mens Campaign, http://www.styleengine.com/2014/08/17/stussys-fw-14-campaign-francesco-giusti/ [accessed 6th November 2017] Fig 30. Stussy Shirt, AW14 Mens Campaign, http://www.styleengine.com/2014/08/17/stussys-fw-14-campaign-francesco-giusti/ [accessed 6th November] Fig 31. Woman in front of blue sky, Stussy Instagram post, https://www.instagram.com/p/BYv79j5Dch9/?taken-by=stussy [accessed 15th Novmeber] Fig 32. Man rubbing his eye, Stussy Instagram post, https://www.instagram.com/p/BE1SJB_sJmC/?taken-by=stussy [accessed 22nd November 2017] Fig 33. Woman wearing green and yellow facing street, Urban Outfitters Instagram post, https://www.instagram.com/p/BZFDyTogwEI/?hl=en&taken-by=urbanoutfitters [accessed 22nd November] Fig 34. Woman standing in front of pink house, Stussy Instagram Post, https://www.instagram.com/p/BD_U3JrsJpR/?taken-by=stussy [accessed 22nd November] Fig 35. Man with balloon tied to his hair, Stussy Instagram post, https://www.instagram.com/p/BOtK8qkDjyL/?taken-by=stussy [accessed 22nd November] Fig 36. Man standing in front of Swing, Stussy Instagram Post, https://www.instagram.com/p/BBAtn4zsJjt/?taken-by=stussy [accessed 22nd November 2017] Fig 37. Man with eye poking through cap, Stussy Instagram post, https://www.instagram.com/p/BAxsQIfsJo_/?taken-by=stussy [accessed 22nd November 2017] Fig 38. Woman napping on chair, Stussy Instagram post, https://www.instagram.com/p/BAfWas2MJjV/?taken-by=stussy [accessed 23rd November]