FREESPIRIT ELIXIR THD1101 Fashion Communication and Promotion Major Project Feasibility study
Laura Hannah U1251904
Introduction 1. 2. 3. 4. 5. 6. 7.
What: the idea Why: the market Where & who: target consumer How: strategy components When: project management References Appendix
1.What: the idea‌
Aims & Objectives The aim of this project is to propose an integrated marketing plan for the promotional launch of a new bohemian inspired art, home ware and fashion brand Objectives: 1. Establish innovative online presence 2. Raise awareness for start up brand 3. Build brand to consumer relationship 4. Construct customer loyalty
Company background Freespirit Elixir is a bohemian inspired online fashion, art and interior brand A young start up company who are officially launching in 2017 It is formed by a collaboration of two bohemian friends who want to share their love of the zen lifestyle of balance and creativity. With hippie traits the brand values a lifestyle of unconventional independence and believes in travelling, freedom, relationships, good times and positive vibes. The products include original unique artwork, handmade wall hangings and crochet designs, up cycled clothing and soft furnishings. Provides an additional British twist to the usual tropical image of bohemian brands, which is more realistic. Aimed at 20 something females who aspire to adventure and live worry free
Existing platforms
Facebook page: 129 likes Used for promoting artwork, events and emitting positive vibes
Instagram page: 69 followers Used for behind the scenes, travels, show products
SWOT analysis Strengths • Unique products • Focus on consumer relationship • Positivity movement • Sustainability
Weaknesses • Lack of professional brand presence • Needs to launch website • Low following • Low quality photography • Lack of strategy
Opportunities • Handmade and eco friendly is appealing • With strong photography, branding and strategy it can exceed competitors
Threats • Lots of similar small businesses • People may trust mass produced brands more than handmade • Large companies such as urban outfitters • Low budget
Brand boards
2.Why: the market
Keep It Bright: online positivity movement lifestyle brand that sells a large variety of handmade and up cycled products including stationary, clothing, accessories.
Strengths: • Strong direct relationship with audience • Unique products • Inspirational and motivational
Weaknesses: • Photography and design • Not the most professional
Opportunities: • Brand collaboration
Threats: • Celebrity ambassadors • Large online following established
(Keepitbright.co.uk, 2016)
(Urbanoutfitters.com, 2016)
Strengths: • Effective branding • Professional photography • Global market
Weaknesses: • Mass produced • Too much choice • Goes against bohemian traits
Opportunities: • Freespirit Elixir can be more personalised • Rarer, more exclusive products
Threats: • Large existing customer base • Global presence • Online and instore
Norbu Jewellery, candles, throws, cushions, temp tattoos
(Norbu.co.uk, 2016) Strengths: • Clear and professional branding • Good photography
Weaknesses: • Not completely consistent
Opportunities: • Could promote through the Instagram page
Threats: • Similar branding style
Rat & Boa Strengths: • Appealing to the eye • Creative • Trendy • Consistent branding
Weaknesses: • Limited to clothing
Opportunities: • Shows there is a market for this style • Based in sunny LA
Threats: • Already have customer base
(Rat & Boa, 2016)
Market position
Price: high
FREESPIRIT ELIXIR
Mass produced
Handmade
Price: low
What strategies have other brands adopted Direct to consumer Betabrand; selling limited edition clothing and getting customers to send in images with the product Everlane; tells the customer what they are paying for and gives the option to chose their discount. Direct relationship approach Personalised experience Creating emotions around purchasing moments, making the individual customer feel valued
Sustainability: Reformation; key factor of promotion is what it cost the earth to make each item Connections through bloggers: Beckett Simonon; rather than having a PR team emailed launch to influential bloggers through mail chimp
Primary market research Completed by online survey: • 57% said they prefer unique handmade products • 57% like to shop in store whilst 43% enjoy online shopping
• Most agree they shop in Urban Outfitters of vintage stores • 95% buy home ware items such as wall hangings and candles
• Followed by 43% who buy festival fashion • 38% buy artwork • 23% said they would buy upcycled clothing
The conclusion… It is clear that there is a gap in the market for Freespirit Elixir…
• There are very limited bohemian inspired fashion, art and interior brands. • The ones that exist have weak branding and digital design
• Or are focused on mass production • There are no professional looking handmade or up cycling brands • Consumers are looking for handmade products • Consumers need positive personal experience that in store shopping provides • The British twist adds authenticity
• Sustainability is a key trend
3.where & who: the target consumer
Target consumer profile ‘We can say that a person is Bohemian or lives a Bohemian life, if s/he lives her/her own way, without following the conventional rules of behaviour accepted as normal by the society’ (BohoBusiness, 2011). Age: 18-30 Gender: female Demographics: UK Job: Artists, bloggers, musicians, students, fashion, design Lifestyle: unconventional, adventurous, attends music festivals, spontaneous, youthful, peaceful, yoga, dancing, creative, socialising, nature How they consume: -Prefer in store experience to online -Sustainability is highly valued -Mostly browse Facebook and Instagram -Don’t strictly follow trends (Hairstyles Weekly - Hottest Hairstyles for Women, 2016)
Consumer trends… • A recent study by Gartner said 50% of consumers in mature smartphone markets will use phones or smartphones for mobile payments by 2018. (WGSN, 2016) • Those aged 21 to 34 years are twice as interested in sustainable living as older generations (From Ideas to Ideals: How Brands Are Embracing the New Purpose Agenda) • Purpose has a social status for consumers: 80% share products in their social feeds if they have a positive social impact (WGSN, 2016)
Analysis: threats… • Bohemians are hard to sell/advertise to as they are usually travelling, saving for adventures or spent up after returning from a trip. • They may prefer browsing in store rather than online platforms • They are not easily influenced by celebrities • People may be weary of second hand clothing
Tactics… • Incorporation of student discount events
• Blogs can be used to direct traffic to purchase • Selling and marketing through Instagram • Display importance of sustainability & ethics • Support small businesses fits with the unconventional theme • Play on being unique • Be realistic to build customer relationship • Behind the scenes/our story
• Provide a fresh new image for up cycled clothing to make it desirable
4. How: strategy components
Intended work The aim will be met by the forming of an integrated promotional marketing plan to launch the brand that includes: • Brand handbook • Digital launch campaign • Social media strategy plan • Festival stall event plan
• Blogger press pack
Brand handbook A highly visual branded document that expresses the brands core values and beliefs Aim: To clarify effective branding & raise brand awareness Benefits: 1. Builds relationship through brand values and beliefs 2. Can help maintain consistent branding
(image: potential new logo)
Digital launch campaign A new and visually attractive website launch Aim: Provide an innovate digital platform aimed at the target consumer benefits: 1. Create a purchasing platform 2. Create brand to customer relationship 3. Improve brand awareness Image: website ideas
Social media strategy Professional looking and well maintained Facebook, Instagram, Twitter, Tumblr accounts. Aim: to form visually appealing integrated social media platforms Benefits: 1.
To increase brand awareness
2.
Create a buzz around the launch
3.
Form relationship with potential customers
(Image: graffiti hashtag)
Brand ambassador: Freespirit Soul Sistas The Freespirit Elixir brand will connect with ‘soul sistas’ as travelling brand ambassadors. Aim: To form a story line on social media in which consumers will return to Benefits: 1. Promote the brand through Instagram and blog 2. Represents the consumer and their desires 3. Shows the products in action 4. Drives traffic to digital platforms Image: Bohemian traveller Jessie Wallis Potential soul sista
Festival event Brand product stall at a popular summer music festival such as Boomtown or Secret Garden Party Aim: To build face to face relationship with consumers to make up for lack of in store experience
Benefits: 1. Reach potential customers 2. Direct approach to target consumer 3. Coheres with brand message
Blogger press pack An exciting gift pack for bloggers which will include items such as a free colouring book, press release and brand handbook Aim: To build brand awareness and find potential customers Benefits: 1. Ability to reach target consumer 2. Form relationship with potential promoters Image: colouring book example
5. When: project management
What, when, how Project management tools
How will the progress be measured
• Diary planning and Gantt chart
• Weekly Monday self briefing
• Integrated calendar app
• Compare progress to planned deadlines
• Social media group chat with professionals involved
• Constant referral to Gantt chart
Schedule First 4 weeks aim: have the marketing plan ready for guidance and finalise shoot preparation 1. complete integrated marketing report 2. Final planning & organisation of locations/professionals 3. Brand handbook photo shoot complete Mid 4 weeks aim: gather all visuals needed 1. Construct and complete the brand handbook 2. Finalise festival event plan 3. Campaign photo shoots Last 4 weeks aim: start to complete components and final editing 1. Construct and finalise website and social media launch campaign 2. Create blogger press pack
2 days before the deadline free for general editing and proof reading
Professionals: Who will be involved in the process of the project.
Photographer: Silvana Trevale Image (Silvana Trevale, 2016)
Model Natalie Phillips (far left)
Graphic designer & artist: Chloe Bennett (left) (41.media.tumblr.com, 2016)
Thank you
References • BohoBusiness,. (2011). Bohemian Attitudes and Actions. Retrieved 8 February 2016, from https://bohobusiness.wordpress.com/2011/11/06/bohemian-attitudes-and-actions/
• Hairstyles Weekly - Hottest Hairstyles for Women,. (2016). Bohemian Chic Twisted Braid Updo Hairstyle Hairstyles Weekly - Hottest Hairstyles for Women 2016. Retrieved 9 February 2016, from http://hairstylesweekly.com/bohemian-chic-twisted-braid-updo-hairstyle/ • Keepitbright.co.uk,. (2016). SHOP / KEEP IT BRIGHT. Retrieved 11 February 2016, from http://www.keepitbright.co.uk/
• Rat & Boa,. (2016). Rat & Boa. Retrieved 11 February 2016, from http://www.ratandboa.com/ • Norbu.co.uk,. (2016). Norbu. Retrieved 11 February 2016, from http://www.norbu.co.uk/ • Urbanoutfitters.com,. (2016). Urban Outfitters. Retrieved 11 February 2016, from http://www.urbanoutfitters.com/uk/index.jsp
• Silvana Trevale,. (2016). Gallery. Retrieved 11 February 2016, from http://silvanatrevale.com/ • 41.media.tumblr.com,. (2016). Retrieved 12 February 2016, from http://41.media.tumblr.com/aac4552d152454e0c749e8b6eabde6a1/tumblr_mthf0b4TJf1qzg176o1_500.jpg
Appendix: Gantt chart planning