Final Major Project Fashion Marketing by kalifaava

KALIFA OKEZIE 201017716 FASHION MARKETING REALISATION DESN 3370 WORD COUNT: 7441 WORDS

Contents Brand Overview

Brand Vision: i)Brand Values

Smart Objectives

How we work

Target Market

Consumer Profiles

ii) Value Proposition

Marketing Communications: i) Launch Event

ii)YouTube AD campaign

iii) Instagram Campaign IV)Snapchat AD campaign

18 Month Timeline Conclusion Appendices References

52 60 73 75 76 86

Brand

Overview

Streetwear mogul Highsnobi-

the streetwear industry since the 1990â&#x20AC;&#x2122;s, driving various clothing ety presents the YouTube series brands to prominence particularly HS Drip; which showcases the amongst youth culture (Highsnostyle influences and wardrobe biety.com, 2018). Numerous fashcollections of rappers from the ion trends have derived from artUK music scene. Hip Hop beist collaborations with luxury and came the most popular music sportswear brands; as well as the genre in the USA and UK in 2017. outfit choices of various rappers Although, Rap and Hip Hop has within the industry. HS drip aims had a significant influence within to highlight these trends and pro-

vide consumers with an exclusive insight into the lifestyles of some of the most popular rappers in the UK.

r a n d

V i s i o n 7

HS Drip aims to provide an ex-

clusive glimpse into the lifestyles of notorious rappers from the UK to reveal what influences their style, and uncover the key fashion trends UK rappers are embedding into the streetwear industry amongst youth culture.

r a n d V a l u e s To Inspire HS drip believes that collaboration is important to keep up with the future direction of youth culture and the public figures, which individuals are exposed to and influenced by.

To be ahead of the curve HS Drip is connecting consumers with new lifestyle events, fashion trends embedded within the UK Rap music scene.

To Collaborate HS Drip aims to provide sources of inspiration for the fashion tastes of street style consumers from Generation Z.

Value Proposition Digital content, showcasing

collaborations with rappers has become increasingly popular amongst millennials and Generation Z, as a result of consumer fascination around the idealistic perception of celebrity lifestyles (Best and Kellner 1999). Competitors such as Complex and GQ offer content which showcases the lifestyles of celebri-

ties from the USA, which have generated millions of YouTube views for both brands and a rapid increase in followers across multiple social media channels (DigDay.com, 2019). HS Drip will be the first series to provide an insight into the unique fashion styles of UK rappers, generating consumer awareness and an increase in followers for the Highsnobiety brand.

Objectives - Increase Highsnobietyâ&#x20AC;&#x2122;s subscribers to 1 million by 2021. -

Increase the Average view per video on the Highsnobiety YouTube channel by 20%.

Increase visitors to the Highsnobiety by 30% by the end of the series.

Increase newsletter subscriptions to the Highsnobiety Magazine by 15% by the end of the HS Drip series.

Increase Highsnobiety Instagram followers by 20% by September 2020.

Increase Instagram engagement on the Highsnobiety profile by 10% September 2020.

How we work

As a result of the success of

a number fashion related YouTube series such as PAQ, GQ On the Rocks and Complex Closets. Highsnobiety have created a competing series titled HS Drip. HS Drip is a weekly series which features a different UK rapper each week, consisting of both female and male artists to showcase their personal style. HS Drip will enable Highsnobiety to increase the number of visitors to

their YouTube channel, as well as their subscribers. The first series of the show will run for 10 episodes lasting 15-20 minutes in length. The series is hosted by social media influencer and digital content creator Poet, host to various popular YouTube podcasts and the TV show YO MTV Raps UK. Apple Beats 1 radio presenter, Julie Adenuga will co-host the series, interviewing each celebrity guest in their homes. (Forbes.com, 2018) The inter-

views will include key topics such as the rappers favourite brands , how they would describe their personal style and what are their favourite outfits to wear when performing or on tour. Both individuals have relevant associations to the UK rap scene. Adenuga being the sibling of UK Grime MCâ&#x20AC;&#x2122;s JME and Skepta. Poet is also an aspiring rapper from the UK rap group Vibbar. (Trappedmagazine. co.uk, 2017)

There will be 3 sponsored videos

collections.The sponsored videos to generate income for the series will feature shoppable content allowing viewers to purchase the in partnership with sportswear branded garments displayed. To brands Adidas, Puma and Nike; which celebrity guests from the maximize engagement with the series Stormzy, Krept and Konan videos, there will be a prize giveaway on each sponsored video. and Skepta already have estabWinners will be randomly selected lished brand partnerships with. providing that they are subscribed Nike and Adidas are also existto the Highsnobiety Channel and ing clients of the Highsnobiety have liked and commented on the brand(Highsnobiety Media Kit, 2017) .The interviews will uncov- relevant videos. Hootsuite (2018) er the details behind the collab- notes that YouTube contests are effective methods to attract conorations and insight into future

sumer attention and inspire interactions with online content. Competitors such as Complex have utilised subscription based contests to achieve the objective of 1 million subscribers to their YouTube channel, offering popular products such as Adidas Yeezys and an Apple watch as an incentive to subscribe to the Complex YouTube channel. The objective of the giveaway is to increase Highsnobietyâ&#x20AC;&#x2122;s YouTube subscribers by 20% 1 month after giveaway completion.

Nike Sponsored Video Giveaway: New SkAir trainers.

Adidas Sponsored Video Giveaway: Merky X Adidas Tracksuit

Puma Sponsored Video Giveaway: Puma X Bape Hoodie

Target Market

Generation Z and Y are expect-

Adidas, Supreme and Gucci are firm favourites for the generation ed to account for 45 percent of the global luxury spend by 2025, Z demographic. Luxury brands are collaborating with popular ceaccording to Bain & Company. lebrities in their marketing cam(BusinessofFashion.com,2018) paigns and collections, favoured The demand for clothing with a ‘street’ aesthetic has become in- by younger consumers in order to creasingly popular amongst teen- resonate with these emerging auagers. Streetwear brands which diences. (WhoWhatWear.co.uk, embrace an open platform, ena- 2018) The ‘Logomania’ era has bling popular culture to influence also resulted in a surge in popularity for luxury brands, as the their brand positioning; such as trend has become an essential el-

ement of youth culture. (BusinessofFashion.com,2018) Alessandro Michele’s social awareness of the demands of teenagers from luxury fashion is driving sales for the Gucci fashion house. In 2017, approximately 55% of Gucci sales were generated by consumers under 35. (Business Insider.com, 2018)

Highsnobietyâ&#x20AC;&#x2122;s demographic is predominantly

based in the USA with 47% of the brands visitors being from across America. The UK holds the second largest group of visitors to the brands website with 8.5% of Highsnobietyâ&#x20AC;&#x2122;s audience residing across Britain (Alexa.com, 2018). The new YouTube series is a marketing strategy which provides a greater focus on UK culture, as a method to increase brand awareness and the brands presence within the UK. Highsnobiety have recently collaborated with the UK festival Lovebox, hosting an immersive VIP area providing exclusive DJ sets, fashion boutiques and food outlets (Highsnobiety.com, 2019). This indicates the UK is the most suitable destination to base the new series on.

Consumer Profiles Demographics Gender: Female Age: 14 Occupation: Student Ethnicity: Asian Income: Dependent on Parentâ&#x20AC;&#x2122;s income Location: London

Psychographics - Trend led fashion style -Social media obsessed -Follows fashion hypes -Online shopper -PAQ fan -Loves Stefflon Don

Favourite Brands Urban Outfitters, Adidas, Tommy Hilfiger, ASOS and Calvin Klein

Demographics Gender: Male Age: 21 Occupation: University Student Ethnicity: British Asian/ Indian Location: Leeds

Psychographics -Urban dress sense -Trainer Collector -Festival lover -Rap Music fan -Most income is spent on clothing and footwear -Depop lover

Favourite Brands Favourite Brands: Trapstar, Supreme, Nike and Bape

Demographics Gender: Male Age: 18 Occupation: Student Ethnicity: White British Location: Birmingham

Psychographics -Logomania champion -‘Bragstagram’ generation - ‘Crep’ collector -Active on YouTube -Fashion forward - Grime fan

Favourite Brands Gucci, Vans, Stone Island and Billionaire Boys Club

Demographics Gender: Female Age: 24 Occupation: Fashion Photographer Ethnicity: Black African Location: Manchester

Psychographics -Retrosportif aesthetic -Luxury consumer -Health conscious -Handbag collector -Active traveller -Tech savvy - Rap Music Fan

Favourite Brands Zara, Lapp, House of Holland and Moschino

L a u n c h E v e n t

Objectives Increase brand awareness

Strengthen the brand presence in the UK Generate hype on social media Increase Instagram followers

Strategy Awareness

Tactics

Celebrity Enagement Influencer Engagement Influencer posts on social media

Channels Instagram Live Instagram TV Instagram stories Snapchat Stories Celebrity Guest Social media posts

Event Details Each of the celebrity guests featured in the series will be

invited to attend the exclusive launch even. In addition to, the hosts of the series, a number of celebrity guests within the UK Rap scene and the streetwear industry and 20 relevant influencers and public figures. Inclusive of the renowned PAQ panel. The celebrity and influencer attendees will receive a personal invite for themselves and a guest to attend the event. The celebrity and influencer guests will be gifted the latest SkAir trainer drop in return for posting about the launch event on their social media profiles, to generate hype and buzz over the launch event and the HS Drip series. The event will run from 6pm-11pm and guests must be over 18 to attend. Other invitees will include Press representatives from Dazed, iD magazine, GRM daily and Radio 1 Xtra as well as sponsors from Nike, Puma and Adidas.

Invitations FRONT

YOUTUBE SERIES LAUNCH PARTY PERFORM ANCES BY TIFFANY CALVER STEFFLON DON KREPT AND KONAN SKEPTA FRIDAY 27TH JUNE 6PM -11PM VILLAGE UNDERGROUND 54 Holywell Ln, Hackney, London EC2A 3PQ

18+

BACK

SCHEDULE 6-8 PM TIFFANY CALVER 8-8.45 PM STEFFLON DON 8.45- 9.10PM HS DRIP EPISODE 1 SHOWING 9.10-9.50 PM KREPT AND KONAN 9.50-11 PM SKEPTA

Experience

Fill and Turnbill (2016) note

fany Calver and DJ Target. Guests that marketing communications will be encouraged to take photos and videos of the event tagging should be audience focused as Highsnobiety in the posts and opposed to product focused. using the series hashtag #HSTherefore, the HS Drip launch DRIP. This will generate consumer event will be filled with nonstop engagement on social media to music with 3 live music performances from Stefflon Don, Krept maximize awareness for the reand Konan and Skepta, to create lease of the new series. The event an immersive experience for the will also live-streamed on the public, as well as live DJ sets from Highsnobiety Instagram profile. Radio 1Xtraâ&#x20AC;&#x2122;s Rap Show host Tif- There will also be a photo booth

to add to the experience providing guests with a memoir to take home and to share on social media featuring the HS Drip branding. A selection of the photos taken at the photo booth will be uploaded to the Highsnobiety blog.

Upon arrival guests will be given food and drink tokens entitling them to 2 complimentary cocktails or mocktails and food catered by Krept and Konanâ&#x20AC;&#x2122;s notorious soul food restaurant Crepes and Cones. The food tokens will entitle guests to a side and main dish or main and dessert dish from the exclusive menu. The series trailer and the first episode of the series will be broadcasted during the event on a large screen.

Event Menus

FOOD MENU SIDES POPCORN SHRIMP PLANTAIN BOATS MAINS KING PRAWN AND COCOUNT BURGER PULLE JACKFRUIT BURGER CREPES AND CONES BURGER (8OZ BEEF SERVED ON A BROICHE BUN WITH BBQ ONION AND TOMATO JAM, CHEDDAR CHEESE)

DESSERTS DEEP FRIED OREOS CARROT AND GINGER JAMAICAN CAKE

COCKTAIL MENU COCKTAIL MENU FREAK OF THE WEEK FREAK OF THE WEEK DARK AND STORMZY AND STORMZY POUR MEDARK ANOTHER ONE POUR ME ANOTHER ONE MOCKTAILS MOCKTAILS DON’T WASTE MY LIME DON’T WASTE MY LIME WILD THOUGHTS WILD THOUGHTS

Location

The event will be held at the renovated warehouse Village

Underground in the heart of the creative hub Shoreditch, which is home to the Highsnobiety London offices. The venue will be decorated with recycled tube carriages to contribute to the underground aesthetic of UK Rap, which will be dressed in the HS Drip branding.

Competition

Win a ticket to the exclusive HS Drip Launch Party in Shoreditch. The new HS YouTube series is set to launch on July 6th, we are offering our supporters a chance to attend the exclusive launch event on the 27th June; which will feature live performances from Tiffany Calver, Skepta, Krept and Konan and Stefflon Don. Its an event not to be missed! A handful of entrants will also win a pair of the latest SkAir’s and a Merky X Adidas Tracksuit.

1.Follow Highsnobiety on Instagram 2.Subscribe to the Highsnobiety YouTube channel 3.Tweet #HS Drip on Twitter The winners will be selected randomly and contacted by the 20th June 2020.

30 members of the public will

to attend the event. Winners will be randomly selected over be selected to be invited to the a period of two weeks and will event through a competition on be contacted with an E-invite the Highsnobiety website. In order to be in the chance of winning, for them and a guest along with event details 3 days before entrants must be subscribed to the event. will be contacted the Highsnobiety YouTube chanwith an E-invite for them and a nel, following Highsnobiety on guest along with event details Instagram and Twitter and must 3 days before the event. 5 of tweet #HSDrip on their twitter profiles. This will be monitored as the winners will also receive a entrants will be required to enter tracksuit from the Merky X Aditheir YouTube and Twitter handles das collection. 5 other general public attendees will receive a before submitting their request pair of the SkAir Nike Air Max

Deluxe Trainers. This will enable buzz around the event to develop and increase the likelihood of the attendees watching the new YouTube series. All of the attendees will receive the sold out, Highsnobiety ‘city series’ London edition graphic T-shirt and the latest edition of the Highsnobiety Magazine.

Measuring the effectiveness -Consumer Traffic -Number of competition entrants -Hashtag engagement on Twitter -Increase in Highsnobiety subscribers

Key Influencers

Elias Riadi PAQ 263k Instagram followers

Dexter Black PAQ 160k Instagram followers

Shaqui Shaquille Aaron Kieth PAQ 235k Instagram followers

Gully Guy Leo 712k Instagram followers

Danny Lomas PAQ 210k Instagram followers

Ashton Sanders 119k Instagram followers

Pia Kristine Cruz 43.3k Instagram followers

Jessica Woodley 464k Instagram followers

Snoochie Shy 70.8k Instagram followers

Hannah Halkindi 28.2k Instagram followers

Mikey Trapstar 41.7k Instagram followers

Vivian Frank 160k Instagram followers

Antz/ ImJustBait 543k Instagram followers

Chuckie 18.9k Instagram followers

Rashid Kasiyre 18.9k Instagram followers

Key Performance Indicators

#HSDRIP

- S Drip generated content tracking using hashtags on Instagram - Number of Views on the Highsnobiety Instagram Live stream and stories and Snapchat stories - Increase in Highsnobiety Subscribers -Increase in Instagram followers - Earned Media Press features on 1Xtra, iD, GRM daily and Dazed.

Launch Event Marketing Timeline March

April

May

June

Post-Event

Event invitations created

Production Equipment ordered.

Visual Merchandising and Production is installed at the venue.

Track the use of the #HSDrip Instagram hashtag

Guest list drafted

Photo booth ordered.

Influencers post on Snapchat and Instagram stories showcasing gifted items and the event invitation, creating buzz and encouraging the public to enter the competition.

Food and Drink quantities ordered

Track Instagram impressions and engagement with consumers using Instagram analytics.

Event invitations and gifted items sent out to influencers and celebrities Catering confirmed Food Menu and Cocktail Menu Drafted Competition to the general public goes live on the Highsnobiety blog. Instagram Posts regarding the competition with a direct link to the competition entry page on the Highsnobiety Blog. Emails sent out to Highsnobiety readers .

Expected Results Highsnobiety predicts an increase in the average like per photo by 20%. An Increase in Instagram followers by 500 1 week after the launch party.

Food and Drink Menu finalised Influencer and Celebrity attendance confirmed. Competition winners selected. E-invites sent to competition winners Guest List finalised.

Analyse any increases in Instagram followers and YouTube subscribers since the event. Press Features on GRM, 1Xtra, iD and Dazed go live generating exposure and buzz around the new series.

YouTube Campaign

Objectives

Strategy

Acquire 1,000,0000

Consideration

subscribers on the Highsnobiety YouTube channel in 1 year Increase Highsnobietyâ&#x20AC;&#x2122;s average view per video by 25% in the first month. Achieve a clickthrough rate of 6-8% per campaign video

Channels Instagram Live Instagram TV Instagram stories Snapchat Stories Celebrity Guest Social media posts

Tactics -Non skippable ads featuring on popular music videos -Non skippable ads on Highsnobietyâ&#x20AC;&#x2122;s existing YouTube content -Non skippable ads on fashion related videos such as PAQ -Bold and Eye-catching imagery Short preview clips of episodes from the series. -Relevant rap music to match the visuals.

What will this include? -3 variations of non-skippable ads will showcase a montage of short clips from the episodes in the series giving consumers a preview of the episodes set to launch. -The adverts will encourage consumers to subscribe to the Highsnobiety YouTube channel to receive regular updates on Highsnobiety content. A link will be available on the

advertisement to direct consumer traffic to the HS Drip webpage on the Highsnobiety website; which will provide a detailed description about the new YouTube series, the different celebrity guests which will feature each week and it will highlight when each episode will be broadcasted.

Why YouTube?

PAQ

YouTube Ads have been select-

generation.85% of Generation Z are more likely to visit YouTube ed for the marketing campaign than any other social platform. due to the fact that the new se$0% claimed they would prefer ries will be broadcasted on the platform and it is widely used by brands to communicate with them on there. (WGSN, 2016) the target demographic. CritThe main factors which appeal eo Insights Gen Z Report,(2018) to Gen Z consumers is YouTubeâ&#x20AC;&#x2122;s highlights that Generation Z spends more time on mobile de- relatable content, free service vices (an average of 11 hours per to use and caters to their culture week) and streams more content and hobbies.(Business Insider. (an average of 23 hours of video com, 2018) According to Hootsuite analytics (2018), YouTube content a week) than any other is the second most visited web-

site in existence, as well as being the second most searched term in google. The widespread popularity of YouTube maximises potential exposure and consumer awareness for the new Highsnobiety series. As millions of people will be exposed to the advertisements globally, this increases the likelihood of the series not only being a success in the UK, expanding Highsnobietyâ&#x20AC;&#x2122;s reach to multiple countries worldwide.

“The content on YouTube is so much more diverse and funny and relatable. The stuff on TV is so outdated. I would watch Netflix, but I don’t have the money to sign up.” — 16-year-old ,Business insider (2018)

Benefits

The New YouTube series HS Drip drops in July featuring some of the UK’s favourite rappers.

HS drip coming to a screen near you on July 11th, a ten part series showcasing the wardrobe collections of the UK’s biggest names in Rap. Subscribe Now to receive updates about each episode and be notified when each episode is released.

YouTube marketing enables

There are a variety of targeting options to maximise engagement with potential consumers. Inclusive of: Topic – the subject of the YouTube video content.

New developments by Google have been made regarding adHighsnobiety to connect with vertising on YouTube, such as the potential consumers through a Custom Intent audience feature, targeted approach. which enables advertisers to set up video campaigns in AdWords Utilising the non-skippable forwith selected keywords related mat ensures that consumers are Demographics – Age and gender to their products or services. (ADexposed to the advertisement Keywords – specific keywords stage.io) maximising awareness for the relevant to ad. new HS Drip series. Therefore, consumers who Placements – specific YouTube search on google for related conpages relevant to ad tent such as ‘Highsnobiety’ ,‘UK Category – user interest (BlueCo- Rap music’ or ‘Streetwear’ will be rona.com, 2017) exposed to the HS Drip campaign videos(Adstage.io, 2018

Key Performance Indicators Y

- ouTube analytics enables consumer traffic to the HS drip webpage on the Highsnobiety site to be tracked. -The increase in the number of Highsnobiety subscribers can be easily monitored and tracked. -Google Ads conversion tracking allows for Highsnobiety to receive insights on how viewers are responding to the ads. -Performance of the advertisement can easily be measured over

a period of time. -Average view duration and average percentage viewed to provide an idea of how much users are watching through the content. -Click-through rates can be sorted to identify what source is directing the most traffic to the content. Analysing traffic sources such as YouTube search and browse features (Creatoracademy.com, 2019).

YouTube Ad Marketing Timeline Feb

March week 1 March week 2 March week 3 March week 4/ April

The HS Drip webpage on the Highsnobiety website goes live featuring a release date of each episode and a short description.

First Ad non skippable video is released

Subscription link is uploaded to the page.

First Ad is shared to Highsnobiety newsletter subscribers- current open rate is 27% and 10% click rate. Ad is posted on the Highsnobiety website

Second Video is released to YouTube15 seconds non skippable Video is emailed to newsletter subscribers Ad is posted on the Highsnobiety website Longer 1 min length AD is posted on Instagram TV

Third Ad is released to YouTube

Number of impressions

Video is emailed to newsletter subscribers

Increase in subscribers to the Highsnobiety Channel

Ad is posted on the Highsnobiety website Longer 1 min length AD is posted on Snapchat discovery page

Quartile view on Instagram TV Number of likes on Instagram TV Quartile view on Snapchat discovery page Analysis of consumer traffic sources

June

July

All three Ads are frequently played before popular videos amongst the target demographic

Number of impressions Increase in subscribers to the Highsnobiety Channel

Expected Results Highsnobiety predicts an increase in the number of YouTube subscribers by 1,000 within the first week of the first adverrtisement being broadcasted An Increase in the number of UK visitors to the Highsnobiety website by 20% is also predicted. After 1 week of the ads being broadcasted.

Instagram Campaign

Objectives

Tactics

Achieve a click through rate

-Posts scheduled for the most active times of the day for Gen z to be on Instagram utilising Union Metrics, which analyses the best times to post on Instagram to maximise engagement with followers. -Engaging captions to incite interest -Carefully selected , Bold, high quality and colourful images to capture the consumers attention -Sponsored posts -Effective hashtags

of at least 0.5% per post. Achieve increased engagement in the campaign posts and stories compared to Highsnobietyâ&#x20AC;&#x2122;s average posts.

Strategy Conversion

Channels Instagram Highsnobiety YouTube Channel Highsnobiety Website

What will this include? -The Instagram campaign will feature a combination of Instagram stories, Promotional posts and regular Instagram posts. -The Instagram stories will feature 15 second previews of key scenes from the series which will be posted daily a week before the launch of the first episode. -The sponsored posts consist of 3 promotional photos with a link to the Highsnobiety website which will provide a detailed description of the new series and information about the guest featuring in each episode. -The standard Instagram posts will be posted weekly as each episode of the series is released.

Sponsored Posts

110K-687K views 1.2—7.6K link clicks

Instagram Ads Manager

£15000

£5000

Area

Expense

Estimated Reach and CTR

Cost

Source

Total

YouTube Marketing

Nonskippable ads

Predicted: 100,000 views

$9.68 per 1000 CPM and $3.21 per click.

Adstage

$105,930

Expected click through rate=0.33%

Area

Expense

Source

Cost

Quantity

Total

Snapchat Marketing

6 second Video Ads

Wallaroo Media

$1500 per month Plus 20% snapchat fee

3 months

$5400

Snapchat Discovery Page

Wallaroo Media

$50,000 per Day

13 Weeks 2 days of Content per week

$1,300,000

Area

Expense

Quantity

Cost

Source

Visual Merchandising

Venue Hire

1day

£8000

HireSpace

Cloakroom

Included with venue HireSpace

Bar

Included with venue HireSpace

Sound system

n/a

Included with venue HireSpace

Event Staff

Catering: Food

Catering: Drinks

Performers:

Merchandise

Giveaways

Event lighting: n/a Dimmers, Rig, cabling and console Stage equipment n/a

Included with venue Village Undergroun d

Front of House, Production Manager, Technicians

Included with venue Village Undergroun d

Total

Included with venue

Security Guard

£10.50 per hour

LSG Security

Starters

£5.5

Mains

£12

Desserts

£6.5

Cocktails

150

£9.50

Mocktails

£5.5

Crepes and £412.5 Cones Crepes and £900 Cones Crepes and £487.5 Cones Crepes and Cones Crepes and Cones

DJ Fees

£2,000

Rapper Fees

Free performances

Highsnobiety T- 75 shirt Highsnobiety Magazine SkAir 30

£32

Merky Tracksuit 5

Gifted by Adidas

Gifted by Nike

Highsnobiet y.com

£105

Conclusion If the first series of HS Drip is success-

Moreover, the new HS Drip YouTube ful and the marketing objectives are series is a key method to increase met, a second series will be produced the Highsnobiety brand presence within the UK. Futhermore, by offerfeaturing a wider variety of UK arting unique content focused around ists. This could also lead to adaptations of the series being developed in UK culture and trends this provides Highsnobiety with a competitive adother countries such as Germany to vantage over the brands current top strengthen Highsnobietyâ&#x20AC;&#x2122;s Europecompetitors, Complex and Hypebeast. an brand presence further. Berlin is considered to be a streetwear haven, The new focus on a younger demoas it is home to the major streetwear graphic will enable Highsnobiety to inspired brands Adidas and Acne stu- resonate and become more socially dios. (GlobalBlue.com, 2018) Market aware of the increasing number of research will be carried out after the emerging teenage streetwear confirst series to gain insight into the pub- sumers (WhoWhatWear.com, 2018). lic perception of the content and to assess the success of the series. This research will highlight whether the creation of more episodes of this nature will be beneficial to the brand.

A p p e n d i c e s

Key Motivations They key motivations behind my choice of marketing strategy is my passion for the music industry and its frequent associations with fashion. Rap and Grime music in particular being my favourite genres have now transcended into mainstream society within the UK. As a result of an increased focus on values of inclusivity and self-expression amongst younger generations within society (WGSN.com, 2018), rap music has become an essential element of youth culture. I believe it is important to highlight the key trends which rap artists from the UK are currently feeding into the streetwear and luxury markets. Increasing numbers of luxury fashion brands are now buying into the influence of rappers by frequently collaborating

with stars, a strategy which was previously considered to be brand diluting. At present, collaborating with rappers is one of the most effective ways to resonate with younger consumers (Business Insider.com, 2018). As Generation Z are expected to account for 40% of all consumers by 2020 (WGSN.com, 2018).Highsnobiety currently have 2.8 million Instagram followers (Instagram, 2019) and only 323,000 subscribers on YouTube, (YouTube.com, 2019) this marketing strategy is a method to increase the brands social influence to keep up with competitors such as Complex who currently have over 3 million subscribers. (YouTube.com, 2019; Highsnobiety Media kit, 2017)

Process of Development BRANDING In the first week of the module we received a workshop about brand associations and the importance of creating instilling brand experiences for consumers. This included a number of exercises discussing the different brand associations attached to a number of retail brands. This was useful in providing me with an idea of the different visual brand associations attached to Highsnobiety, which I created a visual brand association map with. It was important to highlight these visual associations in order to understand some of the consumer perceptions associated with Highsnobiety; which led me to begin thinking about the most suitable types of campaigns to carry out for my marketing strategy. Aeker (1996) highlights the importance of brand association networks noting that an association network constitutes a brandâ&#x20AC;&#x2122;s image, identifies the brandâ&#x20AC;&#x2122;s uniqueness and value to consumers, and suggests ways that the brandâ&#x20AC;&#x2122;s equity can be leveraged in the marketplace. We also took part in group exercises, in which we had to develop a marketing campaign for a new perfume range for the Stella Mcartney brand including the creation of the perfume name, the packaging and a storyboard for the advert. All of these components had to represent the brands identity and appeal to their core demographic. This was a difficult exercise as we were given limited time to generate ideas, as we had to produce a 3-minute presentation to present to the rest of the class. Although, I found it useful to help me to start thinking about all of the different factors which need to be considered when executing a marketing campaign.

LOGO DESIGN During the second week of the module, we received a lecture about the different components required for successful branding and marketing communications. It was made evident that for brands to be successful they must create desired links in the memories of consumers, which can be inclusive of triggers, slogans and symbols. Throughout the course of the lecture we looked at the logos of a number of different brands to develop an understanding of the different styles of logos and the different elements which make a good logo. This led me to begin thinking about the creation of my logo for my marketing strategy and the different elements I would incorporate in the design process. Studies into the significance of brand logos have indicated that logos act as the primary visual representation of a brandâ&#x20AC;&#x2122;s general image and meaning (Henderson & Cote, 1998; MacInnis et al., 1999; Swartz, 1983). This led me to begin conducting more research into the Highsnobiety brand identity and the logo the brand currently utilises. This supports the statement that market research is essential for developing a new promotional campaign (Posner, 2015). Highsnobiety redesigned their logo in August 2018, to make it more refined and minimalist in keeping with the logos of luxury brands within the industry (Underconsideration.com, 2018). As my marketing strategy is an extension of the Highsnobiety brand I wanted to ensure that some of the key branding elements were instilled. Furthermore, as my marketing strategy was focused around the outfits of UK celebrities I thought that incorporating a coat hanger into the logo would convey this idea.

SNAPCHAT DISCOVERY PAGE VIEWS

MARKETING CAMPAIGNS The third week of the module was focused around the development of marketing campaigns. The lecture highlighted that campaigns must consist of specific objectives, strategies, channels, tactics, time periods and ways to measure the success of the campaign (Hur, E 2019, p.13). The lecture was very interactive and involved lots of participation as a collective. We were given the task of developing key objectives, strategies, channels, tactics, time periods and metrics relating to Donald Trump in his race to presidency. This was a useful lecture as it enabled me to begin thinking about the most suitable channels for my marketing campaign, which would appeal to the target demographic. As my marketing concept is predominantly focused on Social media, it was essential that a variety of social platforms be utilised throughout the marketing campaigns. Furthermore, the Highsnobiety brand has an active social media presence particularly on Instagram, posting regular content daily for its consumers (Instagram.com, 2019). Extensive market research into my target market Generation Z, indicated that Instagram, Snapchat and YouTube are platforms which are visited daily by these consumers (Criteo.com, 2018). Furthermore, market research has indicated that the producing regular content for the Snapchat discovery page is a successful way for businesses to connect with their audiences. Highsnobietyâ&#x20AC;&#x2122;s competitors, Vice media currently utilise the Snapchat feature to retain consumer loyalty and keep their consumers engaged (Learn.g2crowd. com, 2018). We were also provided with the opportunity to receive feedback on our marketing campaigns with our module leaders. I found this useful as it provided me with clear direction for the development of my portfolio. It was advised to me that I include more critical analysis in my work, which I took on board and utilised within my project.

VISUAL MERCHANDISING Visual Merchandising was the topic of week 4, we received an informative seminar about the history of Visual Merchandising, the different components and how the process works. From the lecture I gained a clear understanding of what Visual Merchandising is, which Cope and Maloney (2016) describe as “The process of collecting, sorting, editing, displaying and performing products, to attract customers toward retail spaces, draw them in, and persuade them to purchase.” During the seminar we were given the task of filling out a table which outlined the different Visual Merchandising components for our marketing strategies. I found this quite difficult to begin with, due to the fact that my marketing strategy does not require the creation a physical store or website. Although, after guidance from my module leaders I was able to identify some of the key VM components for my concept. This was inclusive of

the type of music that would feature in the episodes of the YouTube series, the colour scheme for the visual elements within series and the description of the videos which will be displayed on YouTube and Highsnobiety websites. I selected rap music to be played within the videos due to the basis of my marketing strategy being focused around the UK rap music scene, and the genre of music is frequently used throughout Highsnobiety’s existing videos; as a result of the streetwear industries ties to rap music. Furthermore, I made sure to ensure the colour scheme would match Highsnobiety’s existing identity. From market research looking into the existing digital YouTube content created by Highsnobiety, it was made clear that the visual elements within my marketing strategy needed to incorporate the usage of warped, collated and distorted imagery. (YouTube.com, 2015)

LOGO DEVELOPMENT During the Practical session, we received a tutorial from industry expert Paul Young, vital feedback was provided on the current stage of our portfolios. The feedback I received was very constructive, it was suggested to me that I develop a more suitable name for the series as Highsnobiety Style Secrets was too lengthy and would not appeal to the target demographic. Paul Young also noted that I should utilise the crown symbol from the existing Highsnobiety logo within my logo instead of a coat hanger to ensure the brand identity was upheld. Fill and Turnbill (2016) note that the evaluation of feedback is vital if effective marketing communications are going to be developed. I took on board the feedback and I carried out more market research looking into the Highsnobiety brand identity to develop a name for my marketing concept. Highsnobiety currently have a blog series titled The Drip shining a light on celebrity outfits street style at fashion week (Highsnobiety.com, 2019). The term â&#x20AC;&#x2DC;dripâ&#x20AC;&#x2122; is a slang term which came to prominence in 2018, being frequently used in rap and Hip-Hop songs internationally, with the meaning being a metaphor for wearing designer attire (Genius.com, 2018). Taking into consideration both of these factors, I decided to utilise the term for the title of my marketing concept naming it HS Drip.

DIGITAL MARKETING Digital Marketing was the focus during week 6, the different types and the key features of digital marketing were identified. We were given the task of establishing what media types would be most suitable for our marketing campaigns. The sessions highlighted that a combination of paid, earned and owned media should be applied within our marketing campaigns. In regards to the HS Drip YouTube series, I decided that forms of paid media would include YouTube and Snapchat video adverts and Instagram sponsored posts. Owned media would include Instagram posts by Highsnobiety and a HS drip webpage on the Highsnobiety blog. This would provide detailed information about the new YouTube series and the celebrity guests that will feature in the episodes.

KPI During week 7, the seminar we received was about the ways to measure the effectiveness of our marketing campaigns. Key ways to measure the success of social media campaigns were highlighted, in addition to the various online resources available to track the success including google and snapchat analytics. During the session, we developed a table outlining the marketing objectives, marketing strategies, what factors to measure, how and when to measure these factors and the possible outcomes they will produce in relation to our marketing campaigns. This was a useful exercise as it provided me with a better understanding of what Key performance indicators are and the many different ways business can view the effectiveness of marketing campaigns in relation to specific business objectives. This supports the statement by Star et al. (2016) that performance measurement systems are developed and implemented to support the accomplishment of objectives of an organization or organizational initiative. Noteworthy research also highlights that the ROI for social media marketing is not predominantly based on sales revenue, consumer behaviours play an integral role (Hoffman and Fodor, 2010) This statement was particularly relevant to my marketing concept as no direct revenue streams would be generated from the YouTube series, consumer engagement and increased brand awareness are the main performance measures for the campaign.

PORTFOLIO PRESENTATION In week 8, I presented 4 key pages from my portfolio to my module leaders, inclusive of the development of my 4 campaigns. I received positive feedback regarding my concept and target market. On the other hand, I was provided with constructive feedback on how to add more depth to my marketing strategy. My campaigns were too fixated around social media marketing, it was advised that I change one of my campaigns to a different form of marketing communications such as a launch event. From this feedback, I decided to change my Facebook campaign to a launch event as this would be a way to resonate more with the target audience. I began researching into Highsnobiety and the brands competitors previous launch parties and the different consumer experiences which occurred. Market research highlighted that Highsnobiety launch parties often focus on providing memorable experiences for consumers feature live performances from popular rappers and DJâ&#x20AC;&#x2122;s; with attendees consisting of mostly influencers and celebrities (Highsnobiety.com, 2018).

PORTFOLIO GUIDANCE Portfolio tips were provided in week 9, with a list of the key elements to include. Examples of work from previous students was shown to us, to help us gain a better understanding of how to layout the portfolio in a professional and creative way. From these guidelines I was able to develop my portfolio over the Easter holidays, ensuring that the specific requirements were included.

THE FINAL PORTFOLIO In order to retain the Highsnobiety brand identity, it was important to use similar Typefaces and layout styles which Highsnobiety predominantly used. Market research highlighted that Highsnobiety frequently utilise a monochrome colour scheme including colours such as black white and grey; it was also noted, the typefaces most similar to the Highsnobiety fonts are Helectiva, Corbel and Garamoud. Upon reflection, it was important to reflect these visual elements within the presentation of my marketing strategy to match the brands visual identity. Furthermore, from visual reports created by Highsnobiety borders featuring around titles and the body of text was frequently used by the brand, therefore I thought it would be significant to incorporate this within my portfolio (Highsnobiety Media kit, 2017).

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