KATIE CHALLENGER CLEMMIE HYDE MOLLY TOMLINSON ELLIE TOMLINSON LIV WALTERS
POTENTIAL CLIENTS
WHY WE CHOSE THEM - Location near to university, so they are easily accessible to us for any information - The store is within our own personal interest as we all have bought from the store previously
OUR CLINET
- Recently moved store location so they want to boost their market profile - An upcoming market sector, giving us greater scope of research
- The brand has room for repositioning and redesigning of their current aesthetic
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Thrifty Store Sheffield
Group 1
Business Of Fashion 2 Brand Background
Affordable vintage that won't break the bank! Re-works, apparel and concessions from exclusive street wear brands Ratchet, Jungle Club and more TBA +++. Our message: “We are all the colours of the rainbow unique, individual, exceptional, different, original, transgender, heterosexual, homosexual, asexual, JEDI, stand out, hip-stars, all embracing, we are LOVE - we are Thrifty!”
STORE/OWNER BACKGROUND
Thrifty Store Sheffield is the biggest vintage store in town. Permanent Kilo Room, USA & UK premium stock. Thrifty Store Garms (TS Garms) they re-work garments to make it their brand and unique to them only. INFO 27King Street, Sheffield, S3 8LF Website ; http://www.thriftystore.co.uk Email ; thriftystoresheffield@gmail.com Telephone ; 0114 327 1560
Accounts such as facebook, Instagram and twitter; having social media gets their brand out into the world and show off their garments and cool store to interest people into coming and buying. Selling garments on depot to expand knowledge about the brand and having more people notice the item and want to visit the store. Expanding on their audience to get a larger population of people to know about their store.
2 d
Research on Thrifty Store Sheffield | Previous campaigns and social media Social Media Website -Can subscribe for latest offers, events and to keep up to date with the store. -Provides a link to their Soundcloud with their updated music: strong link with DJs, techno and house. -Links to social media platforms: Twitter, Instagram, Facebook, Google+ and a blog (doesn’t seem to be currently working). -Link to ASOS marketplace but no current items- moving forward in the future?? Depop- thriftystore -Sells handpicked items straight from the Sheffield store. -Reaches a new target market.- people who don’t have time to go in to the store? Quick, easy. Twitter- thriftysheff -Again links to ASOS -Created in 2015- still a lot of progression to be made. -Tweets continuously links with what they’re selling on Depop. -Tweets latest offers and events via images. -129 followers- lowest followers based platform.
Instagram- thriftystoresheffield -Uploads images frequently of new stock -Shows the latest bargains and offers. -Advertises events and sells tickets e.g student lock in. -Offers competitions and prizes to be won every now and again. -Frequently uploads peoples own photos of their findings from the store. -Images uploaded of street art in Sheffield. -3,556 followers. Facebook -Can message and get a reply typically in 1 hour. -Shares DJ events. -Linked with Instagram. -2,717 like the page. -People can leave star reviews. -Uploads lots of videos of the store, whats happening in the store e.g live music, camp gains and offers.
Previous Campaigns
Many of their images are taken from customers from their own Instagram. Others are taken in front of their yellow and black feature wall inside the store.
Overview: -Innovative and edgy. -Young audience. -Bright and colourful. -Different backgrounds.
-Interactive with the consumers
-Constant change- new ideas, new outďŹ ts.
-Original.
-Moving image can be progressed.
-Look book?
SOCIAL MEDIA/CAMPAIGNS
A lot of the campaigns are shot on video showing varied looks in front of different edgy backgrounds. The videos have consisted just of pictures, no moving footage. Something to progress with in future?
COMPETITORS
MOOCH VINTAGE
Products on ASOS Market place Supports sustainable fashion Posts regularly on facebook: good photography/ well established Collaborated with @prelovedkilo- filmed in leeds Active, Modern/ Funky vibes on Instagram-9k followers
VULGAR
Website- sign up to receive offers and discounts Sells more high fashion brands e.g Prada etc… Blog- their last post was in 2016- lacking in consistency? Active Instagram account 8K followers Established Logo Asos market place
COW
WEARECOW- established brand/logo Website- cow club 10% off 5 unique sotres Instagram active presence- 40.6K followers WELL ESTABLISHED
Thrifty:
Active on facebook Could improve image/photography quality Rather active on Instagram-3K followers ASOS market place set up-no items added On facebook- able to click and subscribe-allows you to receive discounts and emails(I personally signed up and have heard nothing-INCONSISTENT) Established logo? First 3 vintage stores listed: - Close proximity - Central Sheffield - Student busy - lively area - Further out - Grubby area - Not well promoted (I hadn’t heard of it) - Mini questionnaire- 2 out of 3 people didn’t know who they were
Brief - Communication Strategy Objectives
Our client, ‘Thrifty Store Sheffield’ has pitched to us a campaign idea focusing on “being stylish for less” and comparing high end, luxury campaigns to the much more accessible and affordable vintage, thrift clothing he markets and sells in store. In terms of our communication strategy we will conduct thorough market research and aim to identify Thrifty’s position within the vintage market and the scope for development. We have chosen to specifically focus on three main topics; sustainability, Thrifty’s brand values (“recycle, re-use, re-invent”) and accessibility. These topics have been chosen due to a conversation we had with the Owner/Director of the store, Bally Johal who explained his initial idea for the store; this was derived from his childhood background when he was unable to afford clothing similar to his peers. Due to this, charity shop clothing were his only outlet for self expression spurring on a want to open his own store and cater for consumers in this same position.
“ Fa s h i o n ’ s such a pretentious load of bollocks.” - BALLY JOHAL
THANK YOU FOR LISTENING ANY QUESTIONS?