Rebel Republic issu by Kallie Hoxter

REBEL REPUBLIC Kallie Hoxter & Shani Yehezkel Professor Wendy Bendoni Fashion Styling for the Media December 6, 2013

TABLE OF CONTENTS Cover Page…………………………………………………………………………………………………... 1 Table of Contents…………………………………………………………………………………………. 2 SWOT Analysis/ Brand Recognition……………………………………………………………… 3 Cohort…………………………………………………………………………………………………………. 4 Target Customer…………………………………………………………………………………………. 5-‐7 Analytical Tracking……………………………………………………………………………………… 8-‐10 The Campaign Idea……………………………………………………………………………………… 11-‐13 Social Media Schedule………………………………………………………………………………… 14-‐25 Media for Campaign Launch……………………………………………………………………….. 26 Print Advertisements…………………………………………………………………………………. 27-‐30 Print Campaign Relevance………………………………………………………………………….. 31 Social Media Platforms………………………………………………………………………………. 32 Social Media Campaign Relevance……………………………………………………………… 33 Powerpoint……………………………………………………………………………………………….. 34-‐37 References………………………………………………………………………………………………… 38

S.W.O.T. ANALYSIS STRENGTHS REBEL REPUBLIC

WEAKENSSES OPPORTUNITIES

THREATS

-‐ Brand awareness -‐ Does not have a large following on social media -‐ Really awkward and unprofessional Facebook posts that make the company sound desperate -‐ Not well known in the market -‐ No Instagram or Pinterest, or blog

-‐ Declining brand loyalty because of weak social media accounts -‐ Competition: Ed Hardy, Forever 21, American Apparel, Hot Topic, etc.

-‐ Appeals to different target markets -‐ Made in the United States -‐ Each item is hand crafted, distressed & processed in LA to give it a true premium vintage feel -‐ Collaboration with Topshop -‐ Interacting with their customers on social media

-‐ Rebel Republic website -‐ Get a larger audience of followers by improving and creating social media platforms -‐ Improving Facebook and Twitter -‐ Create Instagram, Pinterest, blog -‐ Create social media that features customers who rock Rebel Republic looks -‐ Collaborating with up and coming artists and designers

BRAND RECOGNITION

Rebel Republic is an All-‐American vintage inspired brand with an updated

twist for the free spirited millennial female. Rebel Republic has a passion for art, music, and anything Retro-‐American. Just like the Rebel Republic girl each design is unique and original. Rebel Republic is known for their hand-‐drawn, limited edition prints and art found on the apparel. The attention to detail and quality makes Rebel Republic pieces true classics that can withstand their consumer’s carefree and spontaneous lifestyle. The Rebel Republic girl’s wardrobe is a statement of who she is, her hopes and dreams; wherever she is headed in life she will always represent the Rebel Republic philosophy-‐-‐ “American Spirit: wild & free”

COHORT

Rebel Republic’s target consumers are millennial females. The millennial

generation is revolutionizing the shopping experience. Millennials are savvy shoppers who search for the best deals, and go online to find inspiration and get excited about shopping before they even hit the store. This generation is born and raised in technology, social media is their second language, and they expect brands to integrate all aspects of the shopping experience. These individuals experience shopping and gather fashion news through Pinterest, style sites, e-‐commerce, and other mobile technologies. Brands who can offer a consumer based and interactive shopping and social media experience will gain brand loyalty. Rebel Republic’s new campaign will engage customers through social media platforms including Twitter, Facebook, Instagram, and Pinterest in order to increase awareness. Rebel Republic customers crave the spotlight; the Rebels on the Road to a New Year campaign will give these little rebels the chance to showcase their free-‐spirited New Year’s style, and have a one of a kind experience with Rebel Republic.

TARGET CUSTOMER The target customer for Rebel Republic is a young, fresh group of rebellious, trendy millennials. The consumer age targeted in this cohort group is 16-‐25 women. This group of target consumers focuses on staying ahead of the trends, finding new ways to represent fashion, and rebelling against what classic fashion trends push towards. The consumers of this group love bold, vivid colors and graphics including neutrals and bold primitive colors. The shopping habits for this consumer online is to focus on smaller more trend driven shops and boutiques while searching for the perfect bargain price. They enjoy shopping online as they can avoid crowds and wasting time, however, when shopping online, their wants still contain an interactive shopping experience. This would include interactive sites such as refinery 29, nasty gal, and blogs that encourage consumer engagement. For offline, or in person shopping habits, cohorts of this group enjoy boutique experiences as well as savvy shops that have a more pose style. They enjoy experiences in which they can benefit, such as checking in or engaging in a social media campaign for an ROI, such as a gift card or percentage off on their next purchase. When online, these consumers want easy to navigate sites that work well on mobile devices as well to be more efficient with their time. When shopping in person, they want to have the entire experience and find pieces that will set their style apart from the typical. Whether they are searching through racks at Forever 21 or finding a unique piece at a small boutique, these fashionistas enjoy their shopping time and finds. Shopping habits for this consumer group relate to a variety of stores and styles. Nothing in their closet is quite the same and they do not mind spending extra time to find the perfect pieces to fit into their closet’s style. While they shop for basics and the occasional special piece at stores such as Forever 21, H&M, and Zara, this saves our consumer money on the trendy basics that will last in their closet.

With the occasional lucky find, they are also able to add more specialized pieces into their closet. While saving money on the basics, they are able to splurge on the unique pieces they find at the smaller boutiques. The smaller and more interactive stores our consumer enjoys shopping with include TopShop, LF, Wasteland, Jeffery Campbell, PacSun, Brandy Melville, Free People, Urban Outfitters, and Kitson. The websites mainly visited by this group include: NastyGal, ShopJuneJuly, Kitson.com, ASOS.com, Rihanna For River Island (online), and River Island. By shopping at stores that are all over the world, this cohort group is able to extend their style to a broad range of trends. This allows our consumers to accept new trends as well as always stay ahead of the curve. The trend information that this consumer group receives their information from comes mainly from online sources including blogs as well as celebrities and social media interaction. Their main social media outlets include Pintrest, Instagram, Tumblr, and Polyvore. These sites allow them find their style and trends as well as share and interact with their friends. Another source they take information from is store blogs and iconic fashion bloggers. By reading through a wide range of blogs such as Song of Style, Aureta’s Blog, Tania Sarin, Dani Song, and many others as well as keeping tabs on their favorite celebrities such as Kylie Jenner, Lana Del Rey, and Rihanna, they are able to stay trendy and develop their style constantly. The social activities of this cohort group include a wide range of possibilities that will always lead them on a new adventure. They enjoy being spontaneous, rebellious, however, they also enjoy relaxation and easy days. Activities they can enjoy can include events such as Coachella or traveling to Europe to see Lana Del Rey in concert. This group keeps in touch with their main social media outlets to share their experiences live with their friends. They are constantly taking pictures, updating their statuses, and marking new trends and DIY ideas to try out. This group enjoys the small treasures of life including finding a good restaurant in the

city, taking a road trip, or traveling to a new place. These consumers enjoy living a fast-‐paced lifestyle with no ties to hold them back.

TARGETED CUSTOMER PROFILE Name: Kylie Jenner Age: 16 Fashion Taste & Favorite Brands: Street Style - Favorite Brands

include: Acne, LF, Brandy Melville, PacSun, and Chanel. She seamlessly mixes luxury brands with high end retail brands that have an edge to their style.

Style: Street style with an edge, loves black and vivid bold colors, enjoys mixing prints, mainly encompasses simplicity in the designs of her outfits.

Favorite Activities: engaging on social media to friends and followers,

shopping, working out, hanging out with friends, concerts, and events. Her fast paced lifestyle is exactly the representation of the life that our rebels lead!

Main Social Media Engagement Outlets: Tumblr blog, Facebook page, Instagram page, and Twitter. These four main outlets allow for Kylie to show her followers her style and moods, mainly throughout pictures.

Style Icons: Kim Kardashian, Khloe Kardashian, Kanye West, Rihanna, Oslen twins, & Miley Cyrus. These are her main fashion icons according to her blogs and her simplistic styles.

ANALYTICAL TRACKING Before WHERE R.R. ENGAGES THEIR CONSUMERS VS. THE NETWORKS THEY ENGAGE THE MOST

Millenial’s Social Network Usage (2013) Rebel Republic’s engagement with their consumers

After

Website

10 Blog

THE CAMPAIGN IDEA STORY Two best friends coming from a luxe lifestyle on the east coast headed on a road trip to Vegas to celebrate New Years at a trendy party. Along the way they run into car trouble and are stranded in the desert where they learn more about their true rebellious side. In the end, they spent New Year’s a much different way than expected – at a Coachella themed party Lana Del Rey style. The girls end up having an amazing time on the road living young, wild, and free!

CAMPAIGN CALL TO ACTION

Rebel Republic is a quaint, up-‐and-‐coming brand. The most important results

from the campaign must be an increase in consumer awareness. Right now Rebel Republic is a little secret, hiding behind poorly managed social media platforms. The call to action of Rebels on the Road to a New Year campaign must bring results of consumer awareness for the Rebel Republic brand, and a greater following on all social media platforms. This will happen through contests and encouragements to refer a friend and tweet, like and most importantly share. The goal of the campaign is to create an online hype and consumer interaction on all social media platforms, spreading the Rebel Republic name to every wild child out there.

RELATIVITY TO THE BRAND 1. American Retro Rebel Theme relating to the brand. 2. The models represent the brand perfectly by having the wild child look with tattoos and badass style. 3. Inspired by the open road – our photo shoot campaign location perfectly encompasses the open road and land for the free spirited.

12 4. Encompassing another industry and lifestyle from the music of Lana Del Rey. Bringing in more consumers and brand awareness from a larger social group outreach. Bringing fashion fans together with strong music fans. 5. Final aspect of the campaign asks for consumers to give their look and their feedback for total consumer interaction. We ask customers to upload their pictures through a form of social media for us to relay back on our website. It gives the competitive advantage over other companies by being completely consumer trend driven. 6. The music video and clips of Lana Del Rey show her lifestyle and we use this to relate to our consumers lifestyle. Lana Del Rey is encompassing all the values and spirit of the brand and what we stand for.

GOALS FOR THE CAMPAIGN The number one goal of the campaign is to increase consumer awareness of the Rebel Republic brand. Rebel Republic is lacking a strong presence on social media. At the beginning on the campaign the only social media platforms they were using was Twitter and Facebook. The campaign ended with successful results including: a Rebel Republic website and a stronger consumer interaction on Twitter, Facebook, Instagram and Pinterest. The goal was to reach a larger audience of rebellious female millenials via the launch of the new website, the Rebels on the Road to a New Year campaign and contests that allow followers to show off their favorite Rebel Republic looks. By having followers post pictures of themselves in

Rebel Republic clothing the brand will gain a larger audience of new followers. The inspiration of the Rebels on the Road to a New Year campaign is the beauty, Lana Del Rey. As well as Rebel Republic consumers, Lana Del Rey followers will be sure to follow the campaign in order to try and score tickets to her New Year’s performance, increasing consumer awareness of Rebel Republic!

SOCIAL MEDIA SCHEDULE DAY 1 Hey Rebels! For the next 4 days we are offering 50% off for our website kickoff! Go on our website and look at our super hot sweaters and tops to get at ½ price!

Sneak Peak of our latest campaign: Rebels on the Road to a New Year! What are your new year’s plans? #rebelsonroad #toanewyear 3 Days until the release of our newest short film featuring Lana Del Rey. Be sure to check it out! #rebelsonroad #toanewyear

What do you think of our style icon and inspiration for our latest campaign? We love you lana! @lanadelrey #rebelsonroad #toanewyear Social Media Schedule

SOCIAL MEDIA SCHEDULE DAY 2 Check out our sweet deal for our upcoming campaign Rebels on the Road to a New Year! The big surprise is we will choose 3 winners who will each receive 2 tickets to her New Year’s performance! Make sure to submit your pics on Insta!

Hey Rebels! We’ve got some news!! Follow our instagram for the next 3 days and see what surprises we have for you! So here’s the deal… For the next 2 days, upload your Rebel Republic fav outfit and tag us with @rebelrepublic #rebelsonroad #toanewyear

2 MORE DAYS… #rebelsonroad #toanewyear

Here’s the latest and greatest! In one word, what do you think? Tweet us back! @rebelrepublic #rebelsonroad #toanewyear

SOCIAL MEDIA SCHEDULE DAY 3 Check out our brand new blog at rebelrepublic.com/blog We have some great posts to share with our rebels! Check out our Pintrest page for the latest and greatest finds! Pintrest.com/rebelrepublic Tweet us a pic of your fav New Year’s look! @rebelrepublic #rebelsonroad #toanewyear

Don’t forget to upload your outfit today and tag us @rebelrepublic #rebelsonroad #toanewyear 1 MORE DAY! Make sure to tune in tomorrow for the video release!

SOCIAL MEDIA SCHEDULE DAY 4 Here are our winners for Lana Del Rey concert tickets! (Post picture of 3 winners) Rebels on the Road to a New Year Campaign! Let us know what you think of the looks we have put together! Get yours today and don’t forget to use the 50% off as today is the last day @ www.rebelrepublic.com

Announcing the winner today of our 3 Lana Del Rey ticket winners! Congrats to…(@winner1. @winner2, @winner3) Check out our entire campaign release on Facebook and our new blog! Tweet us back what you think of the lookbook! @rebelrepublic #rebelsonroad #toanewyear

Shoutout to our Rebels! Take a look at our latest short film that gave us the inspiration behind this entire idea! What do you rebels think?! Aren’t we just loving Lana?! XO Rebels, RR

Announcing our 3 winners for the tickets to Lana Del Rey’s private New Year’s Show! Congrats! #rebelsonroad #toanewyear

MEDIA FOR CAMPAIGN LAUNCH The main social media platforms selected to release the campaign information reaches our target market as Rebel Republic as a brand does not have much interaction on their social media platforms. Facebook being their main source of social media needs to attract attention and generate buzz to which we are making the release of the website part of the campaign relevant throughout their Facebook page. Their Facebook page also has the most amount of followers allowing more information to be spread more quickly over a larger mass of people. The other social media platforms we focused on to relate to their consumer base is their Twitter and Instagram. By focusing main releases throughout their Instagram page, it allows for more consumer interaction on another major platform that can generate overall buzz around the campaign. The tweets are basically there to enhance the releases on their Facebook and Instagram accounts as well as gain direct consumer input. For the webpage that was created for Rebel Republic, the main social media platforms used throughout the blog and pages was Pintrest and Youtube. By using those two platforms, it allows us to relate to consumers on other major social media platforms. One advantage that Rebel Republic has over other brands is the fact that their social media relies on consumer interaction and primary focus on what their consumer wants are for the brand. The social media platforms allow them to interact on a more personal level for their consumer and gain valuable, trending information.

27 Â

REBEL REPUBLIC

Show Â your Â inner Â rebel! Â

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REBEL REPUBLIC

Rebels Â for Â Lyfe Â

PRINT CAMPAIGN RELEVANCE The images selected for the print advertising campaign relate directly to the brand through the rebel image that the model portrays. The bold heading calls direct attention to the reader’s eye and the softer text underneath still gives edge but mixes up the style of the advertisement. The images selected directly for this section add to the image of our consumer -‐ the ultimate rebel. The model is young and fresh, someone that our target market can directly connect with. Through this, the brand is able to appeal to those that of their target market with the badass style and quirky differences. The first two images of the professional photo shoot settle for a print advertisement for a catalog or editorial piece. The goal with these images is to target pieces of editorial to gain knowledge and press on the brand. The second two images are from the photo shoot which has more edge and style to what we want our consumers to connect with. The desert look and feel add to the campaign story and how we want consumers to feel apart of the campaign. These print advertisements would work amazing for actual advertisements in a magazine or billboard style. The background behind the models make the feel of the image more natural and encompasses the brand’s spirit perfectly.

SOCIAL MEDIA PLATFORMS Campaign Execution throughout major social media platforms: Facebook:

1. Website kickoff with 50% off first orders incentives

2. Release the winners of the Lana Del Rey Tickets

Instagram:

1. Release the music video/ campaign video after a 3 day countdown series of

pictures released each day 2. Create build up around winning Lana Del Rey private concert tickets on New Year’s Eve -‐ get consumer interaction by having uploads of pictures

Twitter:

1. Small releases of images building up to the campaign release

2. Release the winners of the Lana Del Rey concert tickets 3. Gain consumer engagement through asking for tweets of their thoughts about the campaign

Pintrest: 1. Create new boards encompassing the spirit and inspiration behind the theme of this campaign 2. Link these boards to the website and allow for direct shares from Pintrest to Facebook and Twitter. Gives the seamless social media affect Youtube: 1. Use Youtube videos for the blog to show our inspirational music artists that help determine a major theme throughout the entirety of the brand.

2. Also to upload campaign videos and create a playlist of inspirational videos

relating the brand.

SOCIAL MEDIA CAMPAIGN RELEVANCE The images selected for the social media campaign releases relate directly to the brand for direct consumer engagement. The different Lana Del Rey images selected fit the reoccurring message of the theme for the campaign -‐ a new year with new beginnings. The photo shoot images selected for the campaign also allow for our consumers to see a sneak peak, however, also keeps them coming back for more and new twists to the campaign. This message allows our consumers to prepare for the new year and a new them! By using our multiple social media platforms with many different images, it allows for our consumers to see that the brand is multi-‐ dimensional and is related to more than one major project at a time. The images and campaign parts allow consumers to see that the Rebel Republic is always keeping busy with something new to release! Perfect for the new year!

38 References

Business Blog. (18 June 2013). How Millennials are changing the face of retail shopping. Hanover Research. Retrieved from http://www.hanoverresearch.com/2013/06/how-‐millennials-‐are-‐changing-‐ the-‐face-‐of-‐retail-‐shopping/ Facebook. (2013). Rebel Republic Clothing. Retrieved from https://www.facebook.com/pages/Rebel-‐Republic/260623977305820 Makker, Sona. (16 May 2012). Got Klout?. Article 3. Retrieved from http://www.article-‐3.com/got-‐klout-‐97290 Wix. (2006). Free Website Builder. Retrieved from http://www.wix.com Youtube. (2013). Lana Del Rey VEVO. Retrieved from http://www.youtube.com/user/LanaDelReyVEVO