FASHION MARKETING: RESEARCH REFLECTIVE JOURNAL
WORD COUNT: 5724 WORDS
KALIFA OKEZIE 201017716
WEEK 1 In week 1 we received our first lecture of the module outlining the brief for our Final Major Project and the different components it required, we were required to develop an extensive Marketing plan with free reign on what it relates to; we were also provided with a definition of what a marketing plan consisted of. According to Business Dictionary (2017), a marketing plan is a Product, market or company-wide specific plan that describes activities involved in achieving specific marketing objectives within a set timeframe. The lecture was very informative and gave me the knowledge I needed to begin looking into what I would base my Marketing strategy on. It was made evident in the lecture that our completed work at the end of the year could be entered into Graduate Fashion Week, a platform for fashion graduates from a range of universities across the UK to showcase their work, with the potential to receive awards and job offers from the various influential brands which attend the events. (Facebook.com) Many students from previous years from the University of Leeds have received awards for their work, this encouraged me to think about whether I would want to present my work at the events to be hosted in June. Throughout the course of the lecture, we were made aware of the frequent feedback we would receive as our work progressed and the different elements of the Marketing plan we would be focusing on week by week.
WEEK 1 In the first practical session of the module, we began brainstorming ideas to provide us with some direction for our project. Honig (2001) defines brainstorming as a method to produce multiple thinking that includes the breaking up of old ideas, making new connections, enlarging the limits of knowledge and the onset of wonderful ideas. Homework from session 1, We began looking into the winners of various fashion marketing awards such as Drapers Digital festival and the Drum Marketing awards to draw inspiration from for our own marketing plan. We were instructed to choose our favourite marketing strategies from the winners and provide reasons for choosing them in the practical session. I chose the Misguided Poq ‘swipe to hype’ tinder style app, which was awarded Best App by Drapers in 2017; I thought it was a very innovative idea which resonated well with the Behavioural aspects of the brands existing demographic. (Digitalfestival.drapersonline.com,2017) The second marketing plan I chose was LadBible’s Trash Isles corporate social responsibility campaign, deeming the excessive accumulation of plastic pollution in the Pacific Ocean an Island, as encouraging young people to become citizens and encourage the UN to address the issues. (DrumMarketingawards.com, 2018) I thought the strategy was very clever and comical in keeping with the Brand’s identity, whilst at the same time stressing the importance of the issues at hand. We were given homework to answer some of the following questions: - What are you passionate about? - What makes you feel turned on and excited about life? - What am I good at? - What am I interested in? - What intrigues me? - What do I care about?/ - What things do I frequently get complimented on or praised for? Answering these questions helped me to generate ideas to consider for my marketing plan.
WHAT AM I PASSIONATE ABOUT? •
BRAINSTORMING
I am passionate about the current female empowerment movement and believe that it should not be limited by factors relating to race, social class or body shape. A trend which has eagerly been picked up by the fashion industry, as several designers are now addressing feminist issues in their campaigns, incorporating curvier shaped models and increasing the number of models from ethnic minorities in their catwalk shows.
WHAT IS IMPORTANT IN THE WORLD NOW? •
BRAINSTORMING There are currently a number of key topics which are heavily focused on by the media and society, in particular, the importance of mental health recognition and awareness; a campaign which has been supported by various celebrities in the UK and the importance of brands being more authentically diverse and transparent. Rihanna's Fenty Beauty cosmetic line sparked a conversation within the beauty to be more inclusive with their products in 2017. Transforming the beauty industry to meet the needs of society.
WHAT IS IMPORTANT IN THE WORLD NOW? •
WEEK 2 In lecture 2, in the second week of the module we began an analysis of the Macro environment, we received a lecture on the current marketing environment and how current events in all aspects of society have an effect on brands focusing on the external PESTEL and SWOT framework and the links between them. Internal frameworks such as Ansoff’s matrix were also analysed to identify which element of the Matrix we would implement for our Marketing plan. Ansoff’s Matrix is a planning technique used by marketers for decision making and expansion within a business. Ansoff (1957) notes that a business must continually grow and change the methods to implement these changes are: market penetration, market development, product development, and diversification. (Hall and Lobina, 2007)This enabled me to select which element of the matrix I would implement for my marketing strategy The second practical of the module consisted of a peer discussion, analyzing some of the reasons why some trends are emerging now within society and how might some of these trends relate to our specific areas of interest. This session was useful as we were able to share ideas and gain knowledge from others. Focused on how businesses are implementing the trends successfully and what forms of innovation they selected to meet consumer needs. This was useful in analysing expectation gaps between what consumers want, and what they currently have. (Consumer trend canvas, 2014) Enabling the development of my ideas for my marketing strategy to be more specific.
POLITICAL •
MACRO ENVIRONMENT
BREXIT
THE NHS IS WANING
The UK government has failed to reach sufficient
The NHS is ‘malfunctioning’ as highlighted by the
negotiations over Brexit, which will lead 2019 into a
Care Quality Commission, in their 130-page review of
continued state of uncertainty and confusion
the institution which uncovered several
amongst the UK population regarding the future
inadequacies; inclusive of overcrowding onwards,
standard of living. With limited time remaining to
the rapid increase of waiting times for each patient
formulate negotiations and frequent rumors from
and what is being described as a care injustice for
politicians circulating around a second referendum
the elderly and those with mental health issues, as it
or remaining in the European Union altogether, has
is becoming increasingly the difficult to gain access
intensified people’s lack of trust in the government.
to care for these patients. Cuts in expenditure being
(The Guardian, 2018)
one of the key contributors to these failures. (BBC News, 2018)
ECONOMIC •
MACRO ENVIRONMENT US UNEMPLOYMENT LOWEST IN 49 YEARS
UK INFLATION RISES
The US unemployment rate has fallen to its
The inflation rate rose to 2.7% in August, its
lowest rate of 3.7% since 1969, despite these
highest level in 6 months, as a result of the rising
figures job creation was below predicted levels
prices of transport, clothing and other recreational
by Wall Street. Analysts have indicated the
goods. The average price of clothing and
destruction caused by Hurricane Florence has
footwear rose 3.1% between July and August,
led to a decrease in the creation of new jobs in
faster than the 2.4% a year before. This resulted in
particularly in the hospitality and retail
an increase in the rate of the pound against the
industries. (The Independent, 2018 October)
dollar to $1.32.( BBC News, 2018 September)
SOCIAL •
MACRO ENVIRONMENT MOSCHINO X H&M The highly anticipated Moshino X H&M collaboration lookbook has been revealed, featuring a diverse range of models including Ru Paul’s Drag race star Aquaria and even a dog. The 90’s inspired collection conveys fun, pop culture and excitement, themes which are embedded in Moschino’s brand identity. (Dazeddigital.com, 2018)
FILA'S REBOOT As the 90's inspired aesthetic makes a return amongst sportswear brands, paving a gap for the return of Fila. The brands popular 90's shoe the Fila Disruptor quickly became one of the most popular women's trainers of 2018. Fila has also had associations with the luxury fashion market, back in February, Italian luxury house Fendi borrowed Fila’s typography for its Autumn/Winter 2018 collection, where logo-ed pieces retailed up to $7,300. (Business of Fashion, 2018)
TECHNOLOGICAL •
MACRO ENVIRONMENT EYE TRACKING TECHNOLOGY
AI AND DIGITAL MARKETINGÂ
New eye-tracking technology is currently being
Artificial Intelligence is beginning to transform
developed Australian tech firm Seeing Machines,
digital marketing, Apps are becoming readily
used a driver-facing camera fitted in the steering
available to consumers that recommend outfits
wheel to run a four-minute pre-drive test to
based on user tastes, The AI system analyzes
measure blinking patterns and monitor alertness
replies from the user in accordance with color,
levels. Researchers suggest that these new
shape, price and a range of other criteria. (Japan
developments can tackle sleep-related vehicle
times.co,2015) There has also been a development
crashes, with 20% of crashes being related to
of AI app which enables consumers to try on items
drowsiness. (ABC.net, 2018)
of clothing before purchasing them from the comfort of their homes, increasing online engagement for retail brands. (Forbes.com, 2018)
MAIN INTERESTS I have always been interested in the music industry in particular the rise and success of the UK grime scene and the various genres of Black British rap music which have developed because of this breakthrough. Being a black British citizen, I have been surrounded by African influences throughout my life and to now see Diaspora inspired music reaching mainstream audiences across the UK, highlights that society is becoming more diverse and accepting of urban influences and artistry. (The Guardian, 2018) Music has had a heavy influence on fashion trends for decades, particularly amongst youth culture; dating back to the punk era in the 70's, Vivienne Westwood being one of the architects of the movement. (Couturesquemag.com, 2017) Since then this influence with the fashion industry has intensified; as brands are frequently collaborating with popular music artists to strengthen their relationship with their demographic. (Idle man.com,2017) In 2003, Billboard magazine wrote that “music stars are the fastest-rising groups of fashion’s celebrity." Many Music stars have even developed their own fashion labels from the likes of Drake, Rihanna and Kanye West. (Couturesquemag.com, 2017)
ASAP ROCKY
"IT’S IMPORTANT FOR THIS GENERATION AND THE NEXT GENERATION TO SEE PEOPLE THAT LOOK LIKE THEM OR THAT INSPIRE THEM BECAUSE FASHION ISN’T JUST FOR THE ELITE ANYMORE."
THE INFLUENCE OF US HIP-HOP Hip Hop surpassed Rock in 2017 to become the most popular music genre in the USA, the potential marketing power of Hip-Hop has not gone unnoticed by brands. Luxury labels are keen to collaborate with popular Hip-Hop artists in their advertising campaigns and collections. This is evident from the rising star Cardi B, the American rapper was seated front row next to Anna Wintour at the Alexander Wang A/W18 show in February, a seat usually reserved for Hollywood actors or magazine editors. (Businessoffashion.com, 2018) Additionally, there was a 74% increase in the number of listeners to the Rap genre on Spotify; with Hip-Hop artists Drake, The Weeknd, and Kendrick Lamar being three of the top five most popular artists on the platform. (Time.com, 2018)
CARDI B •
STORMZY •
THE INFLUENCE OF UK HIPHOP Grime, which has its roots in reggae, dancehall and garage, as well as hip hop, was born in working class estates in East London in the early 2000s. (Qz.com, 2017) it was stigmatised by the government and the media for being aggressive and violent and encouraging knife crime, however public perception of grime has drastically changed, as a new audience the ‘white middle class’ has taken a liking to the style of music. The new audience represent a large part of the youth demographic in the UK completely influenced culturally in their political views, fashion sense and attitudes. (DisruptMarketing.com, 2017)
Music and fashion intertwine continuously, the clothing choices and references to brands musicians make resonate with fans. Tommy Hilfiger and Polo Ralph Lauren became synonymous with 90s hip hop, the same thing is occurring in the UK with grime music. (Highsnobiety.com, 2018)
Grime has become so influential for the fashion industry that brands are frequently collaborating with rappers. Adidas made grime rapper Stormzy an ambassador for the brand in 2015 whilst he was still an up and coming artist and were able to make 27 million impressions from his music videos alone. The brand heavily promoted his debut album with pop up events and gigs. (Disruptmarketing.co, 2017) Sales at JD sports increased by 40% in 2017, due to the athleisure trend which was heavily influenced by grime and UK Hip-Hop artists. (Businessinsider.co, 2017)
Grime has not only been influential within fashion but also in politics, In the run-up to the British election in June 2017, grime artists such as Stormzy and JME actively supported the Labour leader Jeremy Corbyn, with a movement titled“grime4Corbyn.” The movement was key to getting the youth vote out, giving Corbyn’s Labour party some unexpected wins throughout the country. (TheGuardian.co.uk, 2017)
FREDO •
GRIME UNIFORM The tracksuit is a key element of the urban uniform of grime, which has been picked up by various high fashion brands and is becoming an essential piece of their collections. Grime has a defiant nature and disregard for conformity, similar to the punk era in the 1970s; the tracksuit used to be considered ‘chavvy’ or for the ‘working class’ tracksuits have now surged in popularity and seeped into mainstream culture. (Houseofsolo.co.uk, 2017) Since 2015 Grime has been pushed to the forefront of British culture, high street stores such as Topshop, Asos, and Urban Outfitters are all stocking streetwear labels immersed in the Hip Hop scene such as Nike, Adidas, Fila, and Ellesse, intensifying the athleisure trend. (Independent.co.uk, 2015)
At the beginning of the century, the Avirex jacket was worn as a distinctive element of the garage scene becoming a symbol of excess and glamor. In the grime age, the same jacket is restored as a counterculture element to completely break away from the original brand and becoming a feature of the grime style and declining itself in its more sportswear version. (NSS Mag.com,2017) Trainers are also deep-rooted within the culture of grime, in particular, Nike Air Max which was heavily worn by the artists who created the Grime genre, since then Airmax have become an essential part of the Grime 'uniform'. Many Grime artists have collaborated with Nike creating their own range of Airmax such as the Skepta Skair collections. (Vice.com, 2017)
NIKE SKAIR •
 MARKETING CONCEPT Several trends have derived from the urban music scene utilising social media as a catalyst. Due to the popularity of the UK rap and urban scene, my proposed marketing strategy is to produce a weekly Youtube web series as a market development strategy with Highsnobiety, which showcases the personal style of UK music artists and influential people within the urban music scene. The show will also uncover some of the reasons behind the outfits chosen for their music videos. Each episode will feature a different guest giving viewers an exclusive insight into their wardrobes.,allowing consumers to gage more of an insight into their personality.
This concept is inspired by the success of the GQ show On the rocks which conveys the jewelry collections of popular US rap artists. Each episode acquires over 1M views in each episode. (Youtube.com,2018) The show will be hosted by a popular UK influencer with ties to both the fashion and music industries. At the end of each episode viewers will have the chance to win an item from the musician's wardrobe by liking, and commenting on the video and subscribing to the Highsnobiety channel, encouraging viewers to watch the brands other videos.
STRENGTHS •
MACRO ENVIRONMENT Youtube channels can earn a sufficient amount of income from ad revenue and sponsored videos Content specific advertisers will feature on the videos such as Nike, Adidas or other significant streetwear brands to maximise potential ad engagement Highsnobiety already has a high volume of subscribers Highsnobiety needs more of a UK presence on their Youtube channel, the majority of their videos are focused on streetwear related topics in the USA.
WEAKNESSES •
MACRO ENVIRONMENT The highly saturated nature of the Youtube TV show market. What will make this show stand out and entice people to watch a new show instead of watching an already significantly established show? How will money be made? How does the marketing concept relate to Highsnobiety's brand identity
OPPORTUNITIES •
MACRO ENVIRONMENT TV shows centered around UK Hip-Hop has become increasingly popular, with various new shows being broadcasted such as Don't Hate the Playaz and YO MTV Raps both of which began airing in October 2018. (DigitalSpy.com, 2018) Both shows received positive reviews on social media by viewers. Despite the frequent interlinks between music and fashion, there isn't currently a show which incorporates both fashion and UK music.
Sportswear and high fashion collaborations are becoming more prominent highlighting its heavy influence on trends within the fashion industry Due to rises in inflation, consumers are purchasing less commodities and will be spending more time indoors watching TV and online videos.
THREATS •
MACRO ENVIRONMENT A rise in UK inflation means that consumers are spending less of their disposable income on products and services Transparency and authenticity by brands are becoming increasingly important due to the lack of clarity over Brexit negotiations and the future of the country
WEEK 3 The first half of the week 3 lecture consisted of a lecture by EunSuk concerning consumer research. We began looking into market segmentation encouraging us to begin thinking about the target market for our own ideas. The lecture helped to pinpoint what factors to consider in relation to the demographic, behavioral, geographic and psychographic elements of our target market; this was supplemented information on what emerging trends are affecting individual demographics. For our homework were instructed to define our target market for our marketing strategy and develop consumer profiles. The second half of the lecture was given by guest lecturer Dr Mariana Bassi Suter regarding the Country of Origin of brands and the influence it can have on marketing. This was an inspiring lecture and contributed to my decision-making process for my customer profiles. In the practical we began completing a Value proposition canvas in relation to our chosen ideas, helping to establish what areas of our marketing concepts are strong and will meet consumer demand and what areas to expand on.
CUSTOMER SEGMENTATION Demographics Age: 14-25 Race: All races Gender: Male and Female
Behavioural
Psychographics
Consumers will be influenced
Consumers will follow
by brands worn or suggested
fashion trends and be
by celebrities and influence
interested in fashion
Most income will be spent on
'hypes'
clothes and leisure activities
Style preference: trend-
as consumers will have no
led and urban
financial constraints
Most shopping is done
Favourite brands include
online using apps like
Nike, Adidas, Trapstar,
Depop to purchase
Tommy Hilfiger, Calvin Klein
'hyped' clothing which
Spends lots of time on social
are instant sell outs.
media internet browsing
Favourite purchases:
Loves UK Rap Music and
Nike Air force 1, Fila
frequently attends concerts
Disruptor II, Skepta skair,
and festivals
Trapstar Hoodie , Cycling shorts
Geographics
Focused on UK style and trends however open to International Audiences Based online
MEET ALICIA Alicia is a 14-year-old in full-time education and is currently studying for her GCSE exams. Alicia loves UK rap and Hip-Hop music and her favourite artists include Not3s, Dave, Skepta, and Wizkid. Alicia will be attending her first festival this summer, Wireless at London’s Finsbury Park, consisting of a combination of UK and international Hip Hop and R&B artists. Alicia is obsessed with social media and spends most of her time on Instagram, Youtube, and Snapchat looking at the posts of her peers, celebrities and fashion pages. Alicia loved the popular Shiro’s story music short films featuring lots of famous UK rappers.
Alicia loves fashion and has a trainer obsession and is a part of several exclusive online trainer communities such as The Basement, to stay notified on the latest drops. She saves up her pocket money each week in order to purchase a new pair of trainers every 3 months. Her favourite trainers are her Yeezy Zebra 350 V2. Alicia loves to shop at high street brands such as JD, Urban Outfitters, and Footasylum all of which stock many Diffusion lines and Bridge Brands for luxury names such as Calvin Klein, Tommy Jeans, and Emporio Armani. Her style inspiration stems from Maya Jama, Stefflon Don, and Lady Leshurr. She also loves the streetwear brand Trapstar, she was given a hoodie from the brand as a Christmas present from her parents.
MEET THEO Theo is a 21-year-old student from Leicester, currently in his final year of University studying Economics at the University of Leeds. Theo spends most of his time socialising with friends, eating takeaways and going to music events. Theo loves Drill and Trap music, his favourite artists include Loski, Krept and Konan, K-Trap and Loski. Theo has been to 6 festivals in the past year such as Wireless, Parklife, Boomtown and Fresh Island in Croatia.
Theo has been to 6 festivals in the past year such as Wireless, Parklife, Boomtown and Fresh Island in Croatia. Theo loves shopping and works as a temporary waiter with Syft agency in order to fund his attachment to luxury and streetwear fashion, Theo’s favourite brands consist of Bape, Nike, Supreme and Gucci, and Stone Island with his fashion inspiration stemming from various UK rappers and celebrity personalities including Fredo, Poet, Asco and Slowthai all of which he follows on social media. His favourite purchases have been his North Face X Supreme Snakeprint jacket, Gucci side bag and a limited edition Bape Hoodie only available in Japan.
WHY IS GENERATION Z BUYING INTO STREETWEAR AND LUXURY? Piper Jaffray survey assesses the spending patterns, fashion trends and media preferences of 6,000 American teenagers uncovered that teens are fuelling the streetwear trend increasing demand for apparel and shoes that convey the street style aesthetic. (BusinessofFashion.com, 2018) Supreme, Adidas, and Vans were amongst the top 10 most popular brands amongst the Generation Z demographic, due to the brands’ intrinsic association with pop culture. (BusinessofFashion.com, 2018) The report also revealed that the ‘Logomania’ trend has been very popular among teenagers, which has increased the popularity of luxury brands such as Gucci, Off-White and Tommy Hilfiger among this younger consumer group. (WhoWhatWear.co.uk, 2018) Revelations were made on the increase on teen expenditure on clothing to $2,600 a year, is the second highest expense of the demographic. (BusinessofFashion.com, 2018)
Vice’s interview of teenagers in London queuing for the latest Gosha release supports the report and highlight that streetwear has become a global phenomenon amongst teenagers. Due to the influence of social media platform Instagram, and the ‘cool’ status associated with various streetwear brands, posting photos of high-end luxury ‘garms’ to receive high volumes of likes and followers has become a dominant trend. (Dalziel-pow.com,2017) A demographic with limited sources of income are using apps such as Depop to source second hand and vintage luxury outfits, reselling them at a significantly higher cost when a new ‘hyped’ product surfaces, this has led to the development of ‘hypebeast’ culture. Many of the teenagers interviewed revealed that wearing streetwear gave them a sense of confidence and a boost in self-esteem, as they receive gratification from school peers. (Vice.com, 2017) Generation Z is expected to make-up 40% consumers by 2020. (Dalzielpow.com,2017)
WEEK 4 During the first half of the lecture, we revisited macro trends and began to consider whether these themes related to our marketing strategy. The second part of the lecture was focused on solidifying our target market and competitors within the existing market. We were given various points to consider inclusive of: what encourages consumers to purchase or receive services from competitors and what the similarities and differences are between my marketing strategy and existing brands. This enabled me to expand on the value proposition Canvas model, ensuring my marketing strategy had a USP which differentiates it from other brands. Our homework was to devise a detailed competitor analysis of the existing market. The practical session led on from this as we shared our research on competitors with our peers. We also received information relating back to the value proposition canvas, incorporating Kotler et al’ (2013) theory on potential gaps in the market. The sessions were very beneficial as they enabled me to begin generating clear, concise marketing objectives for my marketing strategy.
COMPETITORS PAQ
On the Rocks
Youtube Fashion shows are proving to be successful this can be shown from PAQ, a 'weekly panel show created in 2017 about streetwear which involves a number of fashion-related challenges ranging from styling outfits with a budget of ÂŁ50 to advertising campaigns with major brands such as Adidas and Lynx. Each 15-minute episode acquires over 500k views, with a different guest judge featuring in each episode ranging from fashion models such as Leomie Anderson to DJ's such as Julie Adenuga. The show is aimed at the 16-24 year old demographic, encouraging young people to be selfexpressive in their fashion choices. (GQ.co,m 2018) The presenters of the show have very active social media profiles and are constantly resonating with their viewers on these platforms.
On the Rocks is an online based series created by GQ, shining a light on the jewelry collections of popular rappers from the USA such as Lil pump and Gucci Mane. Jewelry is a significant factor contributing to the identity of many rappers. Each 5-minute episode provides viewers with insight into some of the reasons for spending an extensive amount f money on custom jewelry and how it reflects their personality. (GQ.cm, 2018)
COMPETITORS Inside the Wardrobe of..:Â VOGUE
Noisey: Vice
Vogue created a similar series in 2015, showcasing the wardrobe choices of famous models and influential people within the fashion industry ranging from Kendall Jenner. to magazine editors, the show proved to be popular amongst viewers, however, was discontinued in 2016. The show was presented by fashion stylist Bay Garnett, receiving approximately 1 million views per episode. (Youtube.com,2016)
A successful music brand created by Vice, which produces documentaries on social media, radio and TV platforms. showcasing emerging and popular music from across the globe The brand provides firsthand knowledge into the cultures and artists behind some of the most compelling music scenes. (Viceland.com)
COMPETITORS 24 Hours with : Link Up TV 24 hours with is a Youtube series by the music promotional platform Link Up Tv., showcasing emerging talent with the urban music world. Each episode features a different music artist, showing what a typical day for the artist is like, featuring behind the scenes and exclusive footage of their shows (Youtube.com, 2018)
Complex Closets A Youtube series created by Complex presented by Joe Le Puma taking a look into the trainer collections of popular music artists and athletes from the USA. the show has been very popular, each episode averages at 10 minutes long, and receives over 1million views per episode. (Youtube.com, May 2018)
BRAND PERCEPTUAL MAP
500K + channel subscribers
less than 500K views per video
500K views per video
less than 500K channel subscribers
COMPETITORS Competitor analysis enabled me to solidify my USP and value proposition for my marketing strategy, ensuring there were significant differentiating factors which made it stand out from existing youtube shows. I was also able to develop my Mission statement and marketing objectives in relation to this.
MISSION STATEMENT "Providing insight into the influence of UK Hip Hop on Streetwear trends within the UK."
MARKETING OBJECTIVES Increase consumer presence in the Uk Resonate with a younger demographic aged 14-24 years old Achieve 1million subscribers on Youtube Achieve 1 million views on Youtube
VALUE PROPOSITION What differentiates my web series from the existing competition is the focus on music and fashion which is at the core of the show. Existing similar shows focus predominantly on stars from the USA, leaving a vacuum for a show which focuses on UK culture style and trends. Highsnobiety’s Youtube videos are also centered around America, this new British focus could expand their reach and public awareness resonating with more consumers in the UK. (032c.com, 2017)
WEEK 5 We received another guest lecture in week 5 from Paul Young, giving us insight into branding and the process of fashion apparel business. This was very useful in providing knowledge of what working in the fashion industry is like and some of the different activities businesses have to undergo. It encouraged me to begin thinking about the different processes that will be needed to implement my marketing strategy.
WEEK 6 The first half of the lecture in week 6 was centered around the product mix and experiential marketing; the lecture helped to define the types of products or services and the various elements they possess that we will be offered to consumers in my marketing strategy. I was able to identify what elements of my intangible product still needed developing such as the name of the web series, the host and the length of the videos. All of these factors need to be carefully considered in order to resonate with Highsnobiety’s audiences. The second half of the lecture was based on the promotional mix, during the course of the lecture, the importance of the AIDA model was made evident, due to the nature of advertising being to encourage consumer engagement with the brand. (Posner, 2015) The session outlined the various different types of advertising formats that are actively used by brands in society, this enables me to begin thinking about what elements of the promotional mix I will be using for my marketing strategy. After the session, I began looking into some of the promotional activities of competitors for inspiration and to see what I can do differently in order to engage with consumers. Leading on from this in the practical session, we peer assessed our findings and received feedback on this, which helped to provide me with more direction for my promotional mix.
COMPETITOR PROMOTIONAL ACTIVITIES PAQ
Complex
“Top Gear for Hypebeasts�; the show has surged in popularity in two years incurring 452,831 subscribers, the majority being from the 16-24 year old demographic; this has caught the attention of many major brands wanting to collaborate with them such as Adidas, Just Eat, and Converse. (Guardian.co.uk, 2017) Inclusivity and free expression are most important to the group. They told GQ the topics that get the most excited are gender neutrality, the growing acknowledgment of black beauty and talent. (GQMagazine.co.uk, 2017)Due to the youth demographic of the show, Instagram is widely used to promote new episodes of the web series providing exclusive photos from the pending episodes. With a heavy following of 254,000. The brand also utilised experiential marketing techniques such as Pop up stores, where they sold their personally designed T-shirts they had created for an upcoming episode, a way to build a stronger relationship with consumers. (Pausemag.co.uk)
Complex utilise social media in the promotion of their web show, in particular, the social platform Twitter. A short clip of the show complex closets is posted on Twitter in an attempt to engage with the brands' audiences and encourage them to watch the full video on Youtube. These tweets are often pinned to the timeline making them the first tweet the brands 389,000 followers will see upon visiting their page. (Twitter.com, 2018)
PROMOTIONAL ACTIVITIES The marketing concept is solely based on social media, therefore the campaign will be heavily focused on digital content marketing in order to reach as many individuals from the target audience as possible. Posner (2015) notes that digital marketing and social media have made advertising and promotional campaigns more interactive and participatory. According to Heap, the data analytics firm, Facebook and Snapchat drive the most consumer traffic to websites, therefore it was important to ensure both of these platforms were widely used in my promotional mix. (Forbes.com, 2018) Snapchat is one of the most popular social networks worldwide, with the main demographic of the platform being under 25, therefore implementing advertisements on this platform is a vital element of the promotional tools for my marketing strategy. Other key elements of my promotional strategy are inclusive of : -Instagram Posts and Instagram Adverts -Advertisements on Youtube on Highsnobiety’s other videos
WEEKÂ 7 In week 7 the topics which were outlined in the lecture were Distribution channels and Financial Considerations. We were provided with examples of the different types of sales channels and the future direction of distribution within the fashion industry. This allowed me to identify Cyber-Marketing as the relevant sales channel for my marketing strategy. The second half of the lecture was focused on the financial elements of a marketing plan that must be considered in order to implement our ideas successfully; we looked at the different types of pricing strategies and examples of work from previous years to give us an idea of what strategies to use for our own work and how the information should be used and set out. In the practical session, I began researching into the financial considerations of competitors and existing brands who have produced a Youtube series to gain insight into some of the costs that involved in order for production to occur. This proved to be difficult as there were limited resources available online regarding this topic. Therefore, I had to get into contact with some YouTubers who have produced a recurrent online series to find out some of the costs involved that I was previously unaware of.
 FINANCIAL CONSIDERATIONS
 FINANCIAL CONSIDERATIONS
Source: YouTube. (2018). How Much Do Videos Cost? (#2) The Cost of Crew. [online] Available at: https://www.youtube.com/watch?v=bVkG18n2-nk [Accessed 2 Dec. 2018].
WEEKÂ 8 Visual layout and direction for the preparation of our Portfolio, Oral and Poster presentations were the key focus of the lecture. This was very informative and provided me with key guidelines for what to include in the pending assessments. I was able to strengthen the layout of my journal and develop ideas for how to layout my portfolio professionally with a combination of images and text. The practical session consisted of a Feedback tutorial, we were instructed to print some pages from our journals and we would peer asses the current stage of our work. The feedback I received was very useful and helped me to develop the reflective elements of my journal.
WEEKÂ 9 In week 9 we gave our oral presentations, It was difficult to condense all of the vital information from my reflective journal to fit the 5minute time limit. Although, presenting our findings in a professional was very useful in preparing us for future job interviews and work in the industry. I received lots of positive feedback on my marketing concept and I was provided with useful direction on areas I need to improve on such as a more in-depth analysis of the target market and the reasons why my chosen audience is relevant and specific to the marketing concept. addition to this I left out the vital financial elements of the marketing mix in my presentation, my lecturers stressed the importance of incorporating all of the marketing mix elements in my journal.
WEEK 10 The following week we received an InDesign tutorial, in preparation for our upcoming poster presentations. This gave us direction and information regarding the structure and layout of the presentations. We were given the option to produce 1 A1 poster board or 4 A3 boards which would fit to create an A1 poster once printed; I opted for the A3 boards as I found it easier to set out each of the components. I selected a black background, in keeping with my theme centered around streetwear and Highsnobiety’s existing brand identity and I utilised relevant points from my oral presentation editing them to make them more suitable for the poster format. I received lots of positive feedback from my peers, particularly regarding the use of relevant images and the professional visual layout.
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