Advertising

FASHION ADVERTISING PROJECT JENNI LIINAVUORI FASHION MARKETING & COMMUNICATION LEVEL 5, 2015/2016 FASHION ADVERTISING CWK2+CWK3 HANNAH S. FRICKE

INDEX

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AGENCY 5

COMPANY 7

CONSUMER INSIGHTS 19

COMPETITION ANALYSIS & BENCHMARK 20

COPY STRATEGY 22

COMMUNICATION OBJECTIVES & STRATEGY 23

STORY TELLING 24

COMMUNICATION PLAN 25

MEDIA MIX 27

CAMPAIGN 28

BIBLIOGRAPHY 32

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AGENCY Aito is a brand driven advertising agency. We help new businesses and brands get started and refresh existing ones to growth. We strive to make our clients famous, turning their marketing issues into business opportunities. Our services includes all from customer insights, PR, digital production, to video. Aito’s mission is to relay our client’s message and story through innovative thinking and effective execution. We are strategic thinkers, developers, photographers, designers, writers and storytellers, a diverse group of different and creative minds. Aito is one of the most awarded agencies in the Northern Europe and we have a long 20 years’ experience. Aito Advertising Agency is about staying true for the brands core and behaving according to it, we are not selling advertising but helping our clients to market better their brands.

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COMPANY HEL JEANS is a new revolutionary denim brand with a mission. The company was founded last year and it is based in the capital of Finland, Helsinki. Fashion and textile industry has a major impact on environment and HEL JEANS wanted to start a movement and change things for the better. Producing textiles like cotton uses huge amounts of land, water and pesticides. Making one pair of jeans requires from 8000 L up to 10 000 L of water. The clothing manufacturing leaves behind large amounts of textile waste, for example 15 % of the fabric for clothes are going to waste in the cutting process. Not to mentioning denim manufacturing. More than 2 billion pairs of jeans are produced every year which requires 3 billion meters of denim fabric. From this 3 billion meters 10 to 15 percentage goes to waste during the manufacturing process which leads for 400 000 meters of denim fabric to be wasted. Thanks to Pure Waste Textiles there is a solution for this problem. Helsinki based Pure Waste Textiles came up with invention of making denim fabric from only 100% pre-consumer textile waste, this process also requires 0 water and 0 chemicals. Pure Waste sources the waste textile from clothing and fabric factories around the world and cooperates with them to produce quality fabrics made of hundred percentage waste.

For HEL JEANS this is the perfect option for producing their jeans. All of their jeans are made from recycled materials. HEL JEANS is more than just another denim brand, it is a lifestyle and revolutionary movement. They want to change the world with one pair of jeans at a time. HEL JEANS is about being provocative, straight forward and owning the in your face attitude. The brand thinks that if you want to make a change you really have to push boundaries and make people question and think about things that are happening.

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TARGET The target market of HEL JEANS are 20-35 years old men and women from middle and upper middle class who wants sustainable and stylish garments. They live in urban areas and are career driven young professionals and students. They are price and material conscious and are enthusiastic when it comes to environmental and ethical issues. The price they pay for their garments is little bit above the average consumer. They maybe pay more but they buy less, meaning that for one single garment they maybe pay more because it is made of high-quality materials that lasts for a long period of time but actually in the end they safe more money and materials. Their motto being ‘’buy less, choose well, make it last’’ – Vivienne Westwood. They are extremely loyal to brands that reflects to their style, way of thinking and sharing the same values, meaning that they are coming back to the store when they need something. Their life-style is pretty hectic and busy, on their free time they like to enjoy different kinds of cultural activities like going to concerts, movies and parties. They are pretty technology savvy people and are using a lot of social media to catch up with their friends and news that are happening in the world. The HEL JEANS customer is determined, creative and conscious buyer.

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PRODUCT HEL JEANS are designed to last for a long period of time, using high-quality materials that comes from a Finnish fabric supplier Pure Waste Textiles which was the first in the world to come up with 100% recycled denim fabric. All the materials used are 100% recycled pre-consumer waste. Also there is 0 fresh water used in the production, thanks to the zero water spinning process for denim- innovation discovered

by Pure Waste. Also there is no chemical used in production. Pure Waste Textiles has taken out chemicals from their production which not only makes a positive impact on the land and water close to the factories but also protects the employees working in the factories. At the moment HEL JEANS offers 9 models denim jeans collection for women and 6 for men. HEL JEANS also offers a unique service to get an embroidery design for your jeans with a 40 euros additional cost. At the moment HEL JEANS offers 10 different embroidery options but they are already coming up with new designs. For the future HEL JEANS is planning to expand and starting to produce shorts, jackets and accessories also made only 100% recycled materials.

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WOMEN 'S COLLECTION

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MEN 'S COLLECTION

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PRICE PROMOTION The price range for the HEL JEANS goes from 99 euros to 199 euros. Also 40 euros additional cost is added if a customer wants to have embroidery design on their jeans. The price is based on the materials and manufacturing process used for the jeans. One important factor for the price is that the fabric manufacturing happens in factories in China and India where the employees and fabric manufacturers get a proper salary and it has been controlled that the workers working environment and schedules are also normal and proper.

PLACE HEL JEANS have their flagship store in the heart of Helsinki. The store offers unique buying experience and builds the brand’s image. The store offers free shortening and repairing service for the HEL JEANS costumers. They also have an e-commerce on their website where they offer the jeans to be shipped internationally.

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Because HEL JEANS is a new company they have only/ yet done online communication using their social media platforms and with a low cost.

VALUES The values of HEL JEANS is caring about the planet and the people, owning an attitude, unique style and being determined.

This shows on the company’s choice of materials and manufacturing process.

Also not forgetting the designs and way of communication.

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SWOT STRENGHTS

WEAKNESSES

-Catchy name -Using high-quality materials that will last long period of time -Jeans made using only 100% recycled materials -Using a new technology that many companies haven’t discovered yet -Manufacturing doesn’t require any water or dyeing that’s why every fabric has its unique look -Buying a pair of jeans from HEL JEANS will safe 8000 L of water -Controls and makes sure that the workers in the factories have good working environment, proper salary and working hours OPPORTUNITIES

-New company and doesn’t have as much resources for competition as bigger brands in the denim market -Low awareness -Offering only jeans at the moment

THREATS

-Expanding their collection to other garments -Heavy competition -Raising awareness with strong communication and marketing -Bigger brands that has more recourses for the competition strategy -New technology and innovations -Public becoming more aware of the textile industry and its impact for the environment -Public caring more about the working conditions and safety of the workers in the factories

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CONSUMER INSIGHTS The eco-consumption and sustainability is a growing trend. The public is getting more aware about the fashion and textile industry. A decade ago consumption was mainly considered as a good thing and linked to the modern progress, better living and quality of life. Now it is more about moral values, human rights, ethical and environmental thinking.

The Nordic countries have been on the fashion industry’s trend map for a long period of time. Now the fashion brands from Nordic countries wants to strengthen the interest even more for focusing on the sustainable fashion.

Ecology is still not the most important factor for the public when going to shop jeans. Many people still doesn’t have the knowledge of the denim industry and the materials used for them. The look, style and price still goes on the first place of decision maker factors when thinking of purchasing a pair of jeans. Most of the consumers are more after for the hottest trends than for long lasting high-quality jeans. There is going to be more change in that in the future when people get more knowledge about the industry and its impact towards environment and people. Education is a key factor of this movement and it is going to take either long period of time or start to develop in a faster way.

Depending a lot how much and how it is discussed among the public and media. The more recognition this matter gets the more relevant its gets also for the bigger masses.

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COMPETITION ANALYSIS AND BENCHMARK There is already seen denim in the market with the labels like ‘’made with 100% recycled denim’’ but it has a whole different meaning. The ‘’made with 100% recycled denim’’ is accurate but many times there can be other non-recycled materials in the mix which is marked in the wash label but not that many people bother to look at it. This is why HEL JEANS differentiates from most of their competitors, HEL JEANS are 100% made of recycled textiles when other brands usually just use some part of recycled materials. Levi’s, Nudie Jeans Co and Nurmi Clothing are probably the most biggest competitors for HEL JEANS because they have same kind of ideology behind the materials and production and they share same kind of values. Levi’s is the leader of the denim market and this year they have introduced 100% recycled jeans collaborating with textile manufacturer Evrnu, using post-consumer cotton waste. Later on it was discovered that the jeans are not 100% recycled using virgin cotton in the mix. Nudie Jeans Co and Nurmi clothing are sharing a lot of same values. Actually Nurmi clothing is using the same fabric than HEL JEANS for some of their jeans but mostly they are made from using hemp and organic cotton. HEL JEANS is only about using 100% recycled materials. And that is how the brand differentiates even from its biggest competitors and market leaders.

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COPY STRATEGY What it is: Denim brand that makes jeans only from 100% recycled materials.

Target Group: Women/Men, 20-30 years old, 30 000-38 000 € household income, relationship status; single.

Benefit: Safe 8000 L of water by buying a pair of jeans.

Reason Why: Because the jeans are made of using only 100% recycled materials and the manufacturing process doesn’t require any fresh water or chemicals. People need to start thinking industrial development in new ways. Consumption and growing can’t continue on the same way anymore. Natural sources are going to be harder to find in the future, only natural resource that is growing in our planet is waste.

Unique Selling Proposition: ‘’SAVE 8000 L WATER OR GO TO HEL’’.

Tonality: Simple style, black and white, provocative/ straightforward approach.

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COMMUNICTION OBJECTIVES AND STRATEGY

The main goal is to create an aggressive campaign to boost awareness, increase sales and build brand image. To increase the brand awareness will be achieved with the ‘SAVE 8000 L OF WATER OR GO TO HEL’’ paid campaign, #WHATTHEHEL online campaign and with heavy PR presence in Finland.

Creating advertising campaign that would show the brand core and reflect the target market.

Endorsing bloggers.

Creating a community with the brand.

Creating an event/ launch party in Helsinki.

Promote the 100% recycled material manufacture used.

Increase awareness and educate about textile industry.

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STORY TELLING HELJEANS is a unique brand and though it is evolving we in Aito are going to make sure that it will stay true for its core values. We believe that educating is going to have a big role of empowering the revolution that HEL JEANS is taking part. To reach the target market we are going to use different channels and communication ways. HEL JEANS is a personal brand still offering something for everybody. Whether it is a pair of jeans or a statement about your values and lifestyle choices. We in Aito are going to build a community around the brand and, this personality element will be shown through the whole campaign. We are about owning the provocative and in your face attitude and not being sorry of doing something in the campaign. We are not only selling the product but also the brand and everything that is behind of it.

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COMMUNICATION PLAN The target audience is men and women between the ages of 20-35 who lives in urban areas. They are single and career orientated meaning that they have more money to spend on themselves. They look for sustainable garments that are made to last long period of time, they are interested in ethical and environmental issues and are looking for garments that are both stylish but yet carries a meaning.

The men and women of HEL JEANS target market are exposed to several media channels in their everyday hectic lives. These people use a lot of social media, browse internet, read magazines and blogs and see outside advertisements. Aito’s strategy will be focusing more on the online channels because the reach seems to be better there for the target group. The scope for the campaign will be both regional and international. All print and online advertisements will be placed in the regional and international media. Focusing more in the regional media.

The PR HEL JEANS will be first focusing doing more local PRTo get more awareness internationally paid media will be placed in some international magazines but most of them would be in Finland’s magazines. Because the brand is new it will fist focus building a stable market and brand image in its origin country and then starts focusing more on the international markets.

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MEDIA MIX OWNED MEDIA #WHATTHEHEL campaign. Intention of increasing awareness not only for the brand but also about the textile industry and its impact, using the hashtag WHATTHEHEL in the HEL JEANS social media platforms and website. A documentary series will be published in their Youtube account. The mission of this is to educate the public, reach new customers and build brand awareness and image.

PAID MEDIA “SAVE 8000 L WATER OR GO TO HELL’’ paid ads in magazines and billboards. All the billboards would be placed and paid to be in Helsinki, Finland. Also magazines used would be regional.

EARNED MEDIA For the earned media HEL JEANS will create launch event/party in Helsinki called HEL OF A TIME. HEL JEANS would also start endorsing fashion bloggers both nationally and internationally.

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CAMPAIGN

We chose to advertise the ‘’SAVE 8000 L WATER OR GO TO HEL’’ campaign by using two side billboards placed in the streets of Helsinki and also in the Helsinki Metro through selected stations that most of HEL JEANS target group uses. The campaign will also appear in regional printed media. The magazines we chose are Rumba and IMAGE which are popular among HEL JEANS target market. The advertising pictures will use both woman and man model who are surrounded in a dry land, indicading the water lost and with bif bold red letters saying the: ''SAVE 8000 L WATER OR GO TO HEL''. We in Aito though the consumer need to be told right away how they benefit by buying this product and the ''HEL" not only sayis the brands name but will be definetly remembered in consumers minds. The advertisement it not for selling the product but the idea behind the brand.

Thats why the jeans are really not showing in the picture.

RUMBA

IMAGE

Rumba is a Finnish magazine focused on rock and pop music founded in 1983. The magazine is published 5 times in a year.

Image introduces new phenomena’s and fresh news every month. Image offers high quality images with relevant and laid-back writing.

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The #WHAT THE HEL online campaign will include Youtube documentary video series that will be also pitched to different online magazines and news platforms like Dazed, i-D, Paper Magazine, Rumba and IMAGE. The HEL JEANS social media platforms would also take part of the online campaign by posting informative pictures about the textile industry, its impact and about HEL JEANS as a brand and its manufacturing process as well. The goal for this is to spread the word about the brand and new way of manufacturing denim as also letting consumers to take part to the conversation also.

100% RECYCLED DENIM

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HEL OF A TIME launch event/party in Helsinki. PR event held in Kuudes Linja. The event would contain a small fashion show and a music performances. The guest list would be carefully though including some of the most influential people of the Finland’s fashion industry who will be talking about the event and give more recognition to it.

HEL JEANS would also start endorsements with famous blogs from Finland like White Trash Disease, Pupulandia and Kemikaalicocktail.

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BIBLIOGRAPHY

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