Strategic Communication Project with Presentation CWK 3 Jessica Fredlund BA Fashion Marketing & Communication, Level 6, 2013-2014 Module MIED 609, Communication Techniques and Strategy 3 Subject Strategic Communication Coursework Coursework 3 Teachers Paula Dana Fucci & Xavier Olivares
FIT ELEGANT SENSUAL QUALITY LUXURY SPANISH MEDIUM BRAND WOMEN CLOTHING & ACCESSORIES PRICE RANGE €49-€300
TARGET AUDIENCE WOMEN 20-50 WEB PAGE/SHOP Worldwide
6 OWN STORES
STRENGTHS Strong location of POS stores in Spain Strong in-store merchandising and interior design Quality products that communicate luxury
WEAKNESSES
Not easy navigated web page Weak web design Lack of consumer engagement (no blog and low traffic on social media, & Instagram)
Lack of customer service instore
NO COHERENCE ONLINE
+
OFFLINE
= WEAK BRAND IMAGE
OPPORTUNITIES
Emerging market trends Affordable luxury & customization Invest in a luxury look at a reasonable price
Customization connects to consumers and the brand on an emotional level = lead to increased brand loyalty
OPPORTUNITIES
TECHNOLOGY - Increased use of social media, mobile and online communities
Predicted consumer profile 2014
ROPO Behavior
(Research online, Purchase offline)
Based on market trends
INNOVATIVE ADDED VALUE PROPOSITION
CUSTOMIZATION
AFFORDABLE LUXURY
MOBILE
CUSTOMIZATION SERVICE
INNOVATIVE ADDED VALUE PROPOSITION
STRATEGIES & GOALS The communication strategy is based on a new added value:
Customization service offline and online The objectives with the suggested communication strategy and the new added value is to drive sales to POS & Web shop with a focus on coherence between the both channels that are expected to strengthen the brand identity.
TARGET
ACTIVITY
OBJECTIVES Online
Massive
Offline
POS Customization Long-term activity. Offering customization POS in order to positioning the Etxart & Panno as a quality and luxury brand. Create a strong brand identity. Create a luxury and customized in-store experience with the objectives to increase the brand engagement. The customized designs helps the brand to produce garments based on the costumers demands X
Massive
Redesign Web shop Social Media
Massive
Blog
Long-term activity. Create awareness worldwide and reach a wider target. Create various content on social media Create coherence between the POS customization service by offering equal service online with the objectives to strengthen the brands identity. X Long-term activity. Create brand awareness and inspirational content in order to associate the brand with luxury, quality and customization service. Objectives to create traffic to the online community and increase brand engagement. Drive sales to web shop. X
Younger
Mobile application
Massive
Member club/ Community
Current Consumer/ Influencers (Bloggers, celebrities, editors)
2 different Launch Instore Event of the POS Customization service
Massive
New Packaging
Long-term activity. Launch a mobile application that allows the consumer to interact on-the-go, purchase and find inspirational content about the brand. The objectives are to strengthen the brand identity and make consumers to associate the brand with quality, luxury and customization. Long-term activity. Gain a database, insights/feedback from the costumer through the customization service online and offline. The objectives are to increase the brand awareness, consumer engagement and the interest for the online community. Short- term activity. The objectives are to invite already existing consumers with an in-store event presenting the customization service, discounts etc. The objectives are to gain awareness of the Customization service and spread it through worth-of-mouth. The objectives to invite influencers such as bloggers, celebrities and editors are to gain publicity about the service online and offline.
X
X
X Long-term activity. The objectives for launching luxurious packaging are to associate the brands identity and the customization service provided in-store.
X
CUSTOMIZATION SERVICE IN-STORE & ONLINE § § § § §
Provide the costumer with tablets in-store Create own profile Own personal measurements Select fabric, colour and pattern Delivered home/in-store
Customization
REDESIGN WEB PAGE/ WEB SHOP WEB DESIGN – LUXURIOUS & EASY NAVIGATED
CUSTOMIZATION CATEGORY
MEMBER CLUB
SELECT LANGUAGE
“The World of Etxart & Panno”
SOCIAL MEDIA & BLOG
MOBILE APPLICATION New revenue channel
Shop- Customization Visual appealing Easy navigated
Interact on-the-go, purchase and find inspirational content about the brand.
LUXURIOUS PACKACKING
Positioning the brand as a quality and luxurious brand - the packaging will strengthen the brand identity
EVALUATION & CONTROL Monthly evaluate sales offline, online web shop and mobile app in order to keep up with the proposed forecast sales goals Weekly evaluate the traffic to blog, social media, mobile application and Instagram in order to reach the expected likes & followers The success of the communication strategy should be measured in store with help of regular qualitative interviews made by sales assistants
FUTURE INNOVATION PROPOSITIONS
Thanks to the costumer customization purchases the brand can evaluate the insights of the design and focusing on producing new designs that are
based on costumer demands
The communication strategy is based on the Customization service online/offline with focus on coherence between the channels that expect to result in a strong brand identity
Increase sales and ROI
THANK YOU!