Marketing Report 2019
Contents
1
Brand identity Brand Essence
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Consumer Profile Exppresive Luxurtarians Segametation Variables
5
Fenty SWOT
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Brand Positioning Map
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Competitor SWOT
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Competiton Matrix
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PESTAL Analysis
17-19
Marketing Mix
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Brand Stratergy objectives
23 24
Fig.2
Brand Identity Inspired by a worldwide community beyond traditional boundaries, FENTY embraces a fundamental freedom: a freedom from convention and rules. “Women are forces of this earth. We are multifaceted, complex, vulnerable yet bulletproof, and FENTY speaks to all of our intricacies. Some days I want to be submissive, many days I’m completely in charge and most days I feel like being both….so it was imperative that we created a line versatile enough to embrace and celebrate us in that way.” - Robyn Rihanna Fenty
Fig.4 Fenty is a brand that connects with people of colour with an authentic approach. It displays culture in the form of contemporary high fashion, collaborating with photographers, stylist and makeup artist that align with Fenty`s fearlessness to “challenge the rules”.
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Fig.3
Brand Essence Values Diversity Empowering Pushing boundaries Embracing and celebrating all women Personality Cultured Sophisticated Tone of voice Interletual Relatable Effortless
Fig.5
Consumer Profile
Expressive Luxurtarians Young, ambitious, educated creative professionals. Strong connection to culture. Appreciates experiences and moments with others. Connects with brands rather than products. Understands the value of money therefore must see value in what they’re buying.
Interlectual
Fig.6 5
Authenticity is key
Segmentation variables Demographic variables Age: 20 – 40 ( Although older women are used in thier imagery) Gender: Females and non-binary (Although they do feature males in their imagery) Generation: Millennials and above Ethnicity: Mainly people of colour but all are encouraged Material status: Single Occupation: International students, curator, photographer, editor, musician Education: Highly educated Income: mid to high Social status: From working class backgrounds now middle and upper class Lives in urban areas, big cities like London, New York, Tokyo
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Psychographic variables Lifestyle: takes pride in themselves and what they wear, high self-esteem, ambitious Social Aspirations: To be viewed as there authentic self, unapologetically authentic Buying motives: Considers sentimental value of items. Willing to spend more on brands they connect with. Indulging in different cultures. Concerned more with personal style rather than fashion and trends
Usage and benefits variables Benefits looked for in a product: Timeless style. Structed pieces Usage rate: Consumers would use this brand as everyday wear as it is an authentic representation of themselves.
SWOT Analysis FENTY
Fig.8
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Strong personal influence from Founder and artistic director Rihanna Global premium brand with wide accessibility with online store. Pop- up stores create a buzz around the brand and encourage consumers to buy during that limited time Popular affiliate brands such as Fenty beauty, savage, Fenty x puma collaboration. Very active on social media with high levels of consumer interaction
Some garments are too simplistic to solely portray the brands identity, they only tell a story when they are styled as an outfit. Unlike heritage brands like Gucci and Burberry, Fenty’s origins are very new therefore it will take time to build a rapport with customers
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Fig.9
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As the brand is only in its infant stages it has a lot of room to grow and establish itself further Gain a greater market share in emerging economies A regular slot at fashion week would give the brand a lot more exposure.
Womenswear is a very crowded and competitive market Fenty`s clothes can be easily replicated by counterfeiters, this could lead to a decrease brand integrity and diluting of the market share As the brand grows it may lose Rihanna’s influence.
T Fig.11
Brand Positioning
Exclusivity
Mass Market
Fashion Forward
Heritage Oriented 11
Fig.12
Fig.13
SWOT Analysis Louis Vuitton
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Strong brand identity with global reach. Iconic brand and logo, luggage is a statement piece in the fashion house. Creative window displays
Fig.14
Louis Vuitton seems like a brand for an older consumer as they don’t have great communication with their consumers LV focus on centralised decision making and are not as open to collaborations as Fenty. This stunts creativity
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Fig.15
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With a growth rate of 4 percent per annum there is still room to grow within the luxury goods market. LV logo is quite transferable and can be continued to be developed further in new collections
Fig.16
Luxury brands like Louis Vuitton are prone to counterfeiters. This can lead to a decrease in authenticity of the brand and diluted market share. Multi-national brands like Louis Vuitton can run into difficulty customising there approach and products to different countries.
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Fig.17
Competitor Matrix Brand
Fenty
Louis Vuitton
Gucci
Fendi
Value propsition
Pushing boundaries Embracing freedom
Timeless craftmenship
Italian craftmenship
Italian craftmenship
Key product offering
Japanesse Denim Sunglasses
Luggage and handbags
Belts, bags and glasses
Unique identity
Maze like logo
Brown monogram
Red and green stripe
Brown monogram
Target Audience
Young creative Professtional
Affluent individuals
Affluent individuals
Promotion
Active on social media Print and television Positive Press advertising
Affluent individuals
Active on social media Print and television advertising
Handbags
Active on social media Print advertising
Fig.18
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Fig.19
PESTEL Analysis
P
The US immigration system currently emphasise family reunification and employment-based migration. However, the current Trump administration has a proposal to move towards a points-baesd that would grant green cards to immigrants who meet requirements related to education, age and English-speaking ability. The new system would eliminate a green card for immigrant investors who put money into commercial U.S. enterprises that are intended to create jobs or benefit the economy. With Fenty’s 6th release intittled ‘Immigrant: The New Legacy’ the brand understand the contributtion immigrant make to society.
For more than a decade, China has accounted for a quarter or more of global economic growth. With its economy currently navigating a rough patch, the question is whether this impressive performance will persist. Growth is harder when it can no longer be based on brute-force capital accumulation. Now, it must be based on innovation, which is difficult to bring about in an economy that is still centrally directed. China is a huge market for luxury brands like Dior, Louis Vuitton and Gucci. A fit to China`s economy is a hit to luxury brand. However, brands like Fenty could avoid this fit. By creating an authentic relationship with consumers, even in tough economic times customer will stay loyal to the brand.
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By founding the Fenty brand in partnership with fashion conglomerate LVMH, Rihanna has become the first women of colour to own an original brand under LVMH. More than a considerable landmark for the luxury fashion business, the creation of a Fenty fashion house is emblematic of cultural change, especially for a company like LVMH, whose reputation asserts an aspirational aesthetic rooted in European hegemony. “Big day for the culture…,” Rihanna wrote in an Instagram caption celebrating the news. “This is proof that nothing is impossible.” “It is symbolic of a seismic shift in how we view, sustain, and rewrite the canons of European prestige and history. And it signals the growing understanding of the need to embrace new, global definitions of what constitutes prestige, history, and luxury.” Rhonda Garelick, a professor and fashion historian at Parsons School of Design, told TIME in an email. Montreal-based fashion designer Ying Gao has created a pair of robotic dresses that respond to their environment by rippling, expanding and contracting as if they are alive. The contextually reactive garments use colour and light sensors, as well as tiny cameras linked to a raspberry PI computer, to gather information about their environment. This data then activates a series of actuators and magnets interlaced with silicone to cause the fabrics to ripple and move. The shifting hues are achieved using iridescent materials, and are accentuated by the reflective glass, silicone and lightweight organza fabric. Although this is far from what Fenty does it important to look to the innovators of fashion design if they are to progress and grow as a brand. The use of these methods and materials would be likely to be introduced through there accessories
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New York designer Charlotte McCurdy has fashioned a water-resistant jacket from a plastic made of algae, which captures existing CO2 from the atmosphere. The garment is made from bioplastic material McCurdy developed that consists entirely of biopolymers derived from algae. Fenty`s emphasis is on their narrative and values as that’s how they connect with their consumer. The Fenty customer is socially aware and see good quality purchases as a good investment, while also lessening the impact of fast fashion. Moreover, the need fr brand to be more sustainable As consumer values change and rather than the sustainability of their products
France has about five million Muslims. It is the largest Muslim minority in Western Europe. Wearing the Muslim headscarf or veil - known as a hijab - is banned in French schools, government offices and some other public buildings. France is officially a secular state and body-covering garments have been at the centre of a number of controversies in recent years. French president Emmanuel Macron warned against “stigmatising� Muslims or linking the Islamic religion with the fight against terrorism. Fenty is a brand that encourages the empowerment of women and understand that being multifaceted allows women to express themselves in many ways.
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Fig.20
Marketing Mix Lauterborn’s 4 C’s
Consumer wants and needs Customer are at the heart of Fenty. They communicate with the consumer with an authentic voice and draws on experiences their consumers can relate to . Therefore, they understand what consumers want. Fenty consumer want style without the fuss. To make a statement without being brash.
Fig.21
Cost to satisfy As Fenty is a brand within the world-renowned luxury conglomerate LVMH a high price was already established as it is linked to the level of quality. As the consumer values quality over price the cost to satisfy. This fashion film is to connect with those marginalised by the fashion industry Fig.22 21
Convenience to buy “The concept of shopping from 9am to 5pm, has gone.� Fenty is a solely online brand with no physical stores. They release their content through their website and social media. However, they do have pop ups in certain Selfridge stores
Fig.23
Communication Communication with the consumer is important for this brand as it doesn’t have a heritage that consumers can identify with, so engaging with them allows the brand to build a rapport. They communicate with an authentic voice the use of the hash tag will generate user generated content.
Brand stratergy As a new brand to the market Fenty still has plenty of room to grow. Raising awareness for the brand is paramount at this early stage. Making yourself know and sparking interest of consumers can eventually lead to sales. There are high levels of interest around the brand on its launch. Founded and by the singer Rihanna the brand received positive press. However, if the brand is to grow and survive it needs to establish its own voice rather than being known as Rihanna’s fashion brand.
Fenty don’t have a physical store their “Digital flagship” is where they showcase all their releases. However, Fenty do have pop-up stores in Selfridges. The use of the pop-up shop keeps customers excited about the brand as it the only time consumers can physically interact with the products. Fenty`s pop-up is very in keeping with the brand. The pop-up presented “a collection of their most celebrated pieces from each release including accessories and shoes.”
Fig.24
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Fig.25
To grow the brand on a global scale they must connect with their consumers. In the fashion industry those with disabilities often feel ostracized and underrepresented. By connecting with those who are otherwise ignored by the fashion industry it allows the brand to build a strong rapport with these consumers and highlights the issue within the fashion industry. The main message of the video is about acceptance, although the video features a model with a disability the message will resonate with the Fenty consumer
Fig.27 Fenty is known for its strong visuals often collaborating with artists of colour and giving them a global platform. These kinds of collaborations are an important part of the Fenty brand. It shows the brand as a creative collaborator.
Fig.26
Social Media stratergy Fenty is very active on social media with a combined following of 800k across twitter and Instagram. Instagram is the best platform for them to interact with their consumers. Sneak peaks and previews are often teased on Instagram as stories or a single post. The latest release often in a link in their bio.
Fig.29 To engage with our consumer and create interest around the video we will create 3 Gifs to post 3 days prior to the release of the video. We decided to post the gifs on Instagram as the movement will be eye catching as you are scrolling through posts. For Instagram stories I will post a still each day for three days before the release of the film and I will also post a behind the scene shot each day for 3 days after the film is released. This will help prolong the buzz around the film and interest people on how the film was made.
Fig.28 27
Objectives To create a film that promotes diversity and connects with a wider audience that may feel ignored by the fashion industry. We will create a hashtag for consumers to use and we will be able to monitor the level of engagement. This is not only to raise awareness for the brand but to engage with a wider audience and make those who felt they were not part of the fashion world accepted.
https://kwabenaxfenty.tumblr.com/
Fig.30
Figures List
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Figure 1 : Devonish,K (2019) Own image Figure 2: Naito, K (2019) City Bloom [online image] Availble from: https://www. fenty.com/gb/en/releases/release-11-19/ [Accessed on 18/11/2019] Figure 3: Ossai, R (2019) The Cameo girls [online image] Availble from: https:// www.fenty.com/gb/en/releases/release-10-19/ [Accessed on 14/11/2019] Figure 4: Fenty (2019) Street Encounters [online image] Availble from: https://www. fenty.com/gb/en/releases/release-8-19/?anchor=1 [Accessed on 18/10/2019] Figure 5: Fenty (2019) Street Encounters [online image] Availble from: https://www. fenty.com/gb/en/releases/release-8-19/?anchor=1 [Accessed on 18/10/2019] Figure 6: Devonish,K (2019) Expressive Luxurtarians. Own image Figure 7: Devonish, K (2019) Expressive Luxurtarians 2. Own image Figure 8: Fenty(2019) Satin jacket [online image] Availble from: https://www.fenty. com/gb/en/products/coats-jackets-double-lapel-satin-jacket-mauve-38/101059. html [Accessed on 18/10/2019] Figure 9: Fenty(2019) Corset shirt [online image] Availble from: https://www.fenty. com/gb/en/products/shirts-dresses-corset-shirt-coco-white-38/101567.html Figure 10: Fenty(2019) Wasbi mini skirt [online image] Availble from: https://www. fenty.com/gb/en/products/pants-skirts-leather-mini-skirt-wasabi-38/101129.html Figure 11: Fenty (2019) Denim corset dress [online image] Availble from: https://www.fenty.com/gb/en/products/shirts-dresses-denim-corset-dressindigo-38/100109.html Figure 13: Fenty (2019) Buy black [online image] Availble from: https://www.fenty. com/gb/en/releases/release-5-19/?anchor=1 Figure 14: Louis vuitton (2019) Pleat knit dress [online image] Availble from: https://uk.louisvuitton.com/eng-gb/products/accordion-pleats-knit-dressnvprod1770278v Figure 15: Figure 16: Louis vuitton (2019) Pleated knit top [online image] Availble from: https://uk.louisvuitton.com/eng-gb/products/accordion-pleats-cropped-cardigannvprod1770264v Figure 17: Louis vuitton (2019) Botton up dress [online image] Availble from: https://uk.louisvuitton.com/eng-gb/products/belted-button-up-dressnvprod1770194v
Figure 17: Louis vuitton (2019) Botton up dress [online image] Availble from: https://uk.louisvuitton.com/eng-gb/products/belted-button-up-dressnvprod1770194v Figure 19: Naito, K (2019) City Bloom [online image] Availble from: https://www. fenty.com/gb/en/releases/release-11-19/ [Accessed on 18/11/2019] Figure 20: Fenty (2019) Street Encounters [online image] Availble from: https://www.fenty.com/gb/en/releases/release-8-19/?anchor=1 [Accessed on 18/10/2019] Figure 21: Fenty (2019) Padded jacket [online image] Availble from: https:// www.fenty.com/gb/en/products/shirts-dresses-check-padded-jacket-flashgreen-m/101433.html Figure 22: Fenty (2019) Printed hoodie [online image] Availble from: https://www. fenty.com/gb/en/products/shirts-dresses-oversized-printed-hoodie-prototype-jetblack-m/101841.html Figure 23: Fenty (2019) Corset shirt [online image] Availble from: https://www. fenty.com/gb/en/products/shirts-dresses-corset-shirt-coco-white-38/101567. html Figure 24:Sparklen, A (2019) Fenty pop up [online image] Availble from: https:// www.glamourmagazine.co.uk/article/fenty-fashion-pop-up-london Figure 25: Sparklen, A (2019) Fenty pop up [online image] Availble from: https:// www.glamourmagazine.co.uk/article/fenty-fashion-pop-up-london Figure 26:Ossai, R (2019) The Cameo girls [online image] Availble from: https:// www.fenty.com/gb/en/releases/release-10-19/ [Accessed on 14/11/2019] Figure 27:Ossai, R (2019) The Cameo girls [online image] Availble from: https:// www.fenty.com/gb/en/releases/release-10-19/ [Accessed on 14/11/2019] Figure 28: Osborne, S (2019) Take up space [online image] Availble from: https:// www.fenty.com/gb/en/releases/release-9-19/ Figure 29: Osborne, S (2019) Take up space [online image] Availble from: https:// www.fenty.com/gb/en/releases/release-9-19/ Figure 30: Fenty (2019) Street Encounters [online image] Availble from: https://www.fenty.com/gb/en/releases/release-8-19/?anchor=1 [Accessed on 18/10/2019]
Appendices
Devonish,K (2019) My own diagram
Devonish,K (2019) My own diagram
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BBC Europe (2019) Macron warning on stigmatising Muslims amid France veil row. BBC [online] Availble from: https://www.bbc.co.uk/news/world-europe-50079997 [Accessed on 31/10/2019] Sparklen, A (2019) A Fenty fashion pop-up has just opened for the first time in the UK. Glamour [online] Availble from: https://www.glamourmagazine.co.uk/article/ fenty-fashion-pop-up-london [Accessed on 05/11/2019]