Fashion Futures and Innovation by Lauren Oeppen

FMM6003 Fashion Futures and Innovation ST20166582 PORT 1

Contents 01

Introduction

Campaign Objectives

20-21

Social Media Posts

Brand Summary

Consumer Profile

22-23

OOH Advertisements

PLT Controversy

Consumer Moodboard

Immersive Experience

Positioning Map

Brand Assets

GANTT Chart

PESTEL Analysis

15-16

How

Social Media Posting Plan

06-07

Gap In The Market

Campaign Elements

KPI's

Justification

Product and Price

Conclusion

PLT Competitors

Promotion, Place and

SWOT Analysis

People

29-30

Bibliography

Introduction Following on from the pitch and identification of a gap in the market for virtual fitting rooms, this portfolio will show how the findings have been developed into a fully strategic and integrated campaign created with the intention to launch the proposal.

Brand Summary PrettyLittleThing is a UK-based fast-fashion retailer, aimed at 16-42-yearold women. The company is owned by Boohoo Group and operates in the UK, Ireland, Australia, US, France, Middle East and North Africa. The brand's main headquarters are in Manchester, with offices in London, Paris and Los Angeles (Wikipedia, 2022). According to (PrettyLittleThing.com, 2022) PLT is your one-stop shop for trend led women's clothing at seriously killer prices. At PrettyLittleThing we provide you with the latest women's clothes you need to own your own style, delivering you product inspired from the catwalk and the coolest celeb muses of the moment.

PLT Controversy

On November 26, 2021, PrettyLittleThing launched 'Pink Friday' (which was a play on Black Friday), where the fast-fashion brand discounted merchandise up to 100% off. This sale caused quite the controversy with many sustainable shoppers and activists (BuzzFeed News. 2021). This campaign caused a lot of controversy and the Black Friday promotion of items listed for £0 was branded “sickening” and “unethical” by critics concerned with the lack of sustainability in fast fashion. (BuzzFeed News. 2021.

Positioning Map PLT offers good quality products at low prices, and to compare with other similar ecommerce brands and analyze current positioning, a positioning map was created that represents PLT's location within the online retailers market. Pretty Little Thing has a huge product range that includes clothing, accessories, shoes, beauty, homeware and gifts that range from £1 to over £100. (PLT.com, 2022)

PESTEL ANALYSIS A PESTEL analysis has been conducted to identify projected changes within the macro environment and how these factors could influence the future business within fashion. olitical - The recent economic and lockdown have hit the fashion industry hard, and there is an uncertain and unstable future ahead. The industry has called on the goverment for support. Future relations with the EU could be effected due to brexit, and prices could rise if trade relations fail.

echnological - More people are shopping online and most of the fashion giants now have their e-commerce sites. Competition is extremely fierce in the online segment of the UK fashion industry and the future of online fashion brands is uncertain.

conomic - Clothing manufacturing is expensive in the UK, and many companies produce their products in other countries such as China and Bangladesh, but this isn't promised for the future and relations with other countries could fall apart.

nvironmental - The fashion industry is responsible for around 10% of global greenhouse gas emissions Paton, E. (2019) and in the UK 80% buyers buy clothes that they never wear. This is extremely alarming and fashion companies need to fight to become more sustainable.

ocial - Brands endorsed by celebrities do especially well in the UK fashion industry, a number of fashion events e.g. London Fashion Week, the Curve Fashion Festival, Glamour Beauty Festival London, and Manchester Fashion Week attract thousands of people from all over the world for shopping, catwalks, celebrity talks and much more.

egal - The UK fashion retail industry must adhere to the country’s rules and regulations set for the industry. Due to strict rules and costs, many companies have outsourced some of their operations abroad. Although this saves the company money, many consumers disagree with this and could result in the loss of them.

(How and What. 2020. PESTEL Analysis of the fashion retail industry in the UK)

Gap In The Market

A gap in the market has been identified when it comes to being able to try on clothes and see if they suit the consumer before purchasing from a brand that is solely e-commerce, focusing on Pretty Little Thing. Barclaycard research found that 30% of shoppers deliberately over-purchase and subsequently return unwanted items with 19% admitting they order multiple versions of the same item so they could make their mind up when they’re delivered (Eco-Age. 2021). It’s suggested that between 30 and 40% of clothes bought online are now returned to the seller. With more people than ever shopping online – a habit only increased by the pandemic – the rate of returns is reaching unsustainable levels. Data from analytics company (GlobalData, 2018) predicts that by 2023, the returns market in the UK will cost businesses £5.6 billion pounds.

Jing Daily. 2022.

Justification Worldwide, approximately 17 billion items are being returned every year. This totals to 4.7 million metric tons of CO2 emitted yearly (Gulnaz Khusainova, 2019). It’s estimated that just 50% of returns go back into store inventory. Because of their condition, due to use, damage, or even just opened boxes, the rest have a more cruel fate. The graph below shows the top reasons why customers return products. The quality of the product received is the main factor behind product returns: over 80% of returns happen because the product is simply damaged or broken, and the customer is forced to send it back. (Nosto. 2022)

Other reasons why returns are made is because items do not fit properly, and this could be addressed by improving the experience prior to purchase by giving the consumer the opportunity to try on clothing items virtually, through augmented reality, before purchasing. It's predicted that the global virtual fitting room market will grow from $3 million in 2019 to $6.5 million by 2025. (Forbes, 2021)

(Nosto. 2022)

With a spate of recent pilots and investments, experts say that realistic AR clothing is getting closer to reality, and the pace of acceleration is increasing. For fashion brands, this could unlock digital clothing sales, increase conversions and decrease e-commerce returns. AR clothing try-on relates to the capability for three-dimensional digital clothes to appear on a person in real time as they move, mainly via their phones, but also via laptops and other devices. Unlike a static image that is retroactively fitted in a digital garment, it works similarly to Snapchat face filters: when your body moves, the object moves with it, responding in real time to the wearer's movements, measurements, and environment (Vogue Business, 2021). Shopify research found that the use of 3D and AR can reduce returns by up to 40 per cent and increase conversion by 97 per cent and “Improvements in this field will have an immediate impact on retailers,” (Shopify 2021). More research from (Shopify, 2021) shows that half of all women and men no longer feel safe trying on clothes in fitting rooms. If you’re allowing shoppers to try items on virtually in the comfort of their own home or in the middle of a safe retail store, you’re solving a huge problem for them. Yael Vizel, co-founder of Zeekit, a retail technology company, says Zeekit has seen a 36% reduction in return rates since using virtual fitting rooms (Shopify, 2021) and these figures prove that the use of virtual fitting rooms is effective and reduces the return rates a large amount. PLT's target market is currently gen z females and according to research 93% of gen z are interested in using AR for shopping (Mark Johnson, 2022). This statistic means that almost all of gen z show an interest in the use of augmented reality for shopping and their is a huge gap in the market for the use of virtual fitting rooms by affordable e-commerce brands.

PLT's Competitors Currently no fast fashion e-commerce brands have launched a virtual fitting room option for their consumers, so PLT launching this would set them ahead of their many competitors and offer them a clear point of difference (POD). Although the lower end brands don't currently offer this service, some higher end brands have sampled virtual fitting rooms successfully. Examples include: Gucci Luxury retailer Gucci partnered with long-term AR pioneer Snapchat to create its first four AR shoes after shopping malls closed during the coronavirus pandemic. (Shopify, 2021). Charlotte Tilbury Beauty brand Charlotte Tilbury installed a virtual mirror in its flagship London store. Shoppers could walk up to the mirror and see one of 10 famous makeup looks on their own face. They could take a photo of the makeup look and email themselves a list of products used to create it. (Shopify, 2022)

SWOT Analysis

A SWOT Analysis has been conducted to identify the strengths, weaknesses, opportunities and threats for PLT introducing a virtual fitting room feature to their app.

Will reduce returns Helps build a relationship and trust with consumers Increases customer loyalty Convenient

Can be costly Customers still cant physically touch items Distrust of virtual items looking the same in person Complicated technology

To reduce brand return rates and improve impact on the environment Less waste from unwanted clothing

High end companies are using the technology already and may be better than what PLT can offer Keeping up with trends

(Shopify. 2021. What Are Virtual Fitting Rooms and How Do They Work?)

Campaign Objecives The campaign objectives for PLT's virtual fitting room need to be SMART - Specific, Measurable, Attainable, Relevant and Time-bound. The objectives are as follows: To introduce a virtual fitting room to PLT's app, starting off with the consumer being able to try on a small amount of popular capsule items, increasing the amount of items able to try on over the months if the campaign is successful. To promote the virtual fitting room using Molly-Mae, as she is the creatie director of PLT and has a huge following of over 6m on Instagram (Instagram, 2022) 1 month before and during the launch of the virtual fitting room. To successfully launch the virtual fitting room with a suitable software chosen. Start off with a selection of clothing items (jeans, tops, dresses) for the consumer to try on at home. Reduce the amount of returns that PLT get by up to 30% over the first 6 months after lauching the virtual fitting room.

Consumer Profile Demographic

Psychographic

Geographic

Behavioral

Name: Emily Age: 24 Income: £35,000 Occupation: Social media manager Education: University degree Marital Status: Dating Country: UK City: London Language: English Climate: Maritime Population: 68.5 million (Statista, 2020)

Lifestyle: Some disposable income Personality: Fun, outgoing, sociable Values: Family, friends, environmental issues Concerns: Global warming, animal testing

Purchasing habits: Medium purchase volume, low price concern, purchases once a week Brand loyalty: High Shops: Online mostly

Consumer Moodboard

Brand Assets A brand asset is a name and/or symbol (a design, a trade mark, a logo) used to uniquely identify the goods or services of a seller from those of its competitors, with a view to obtaining wealth in excess of that obtainable without a brand. (T Tollington, 1998) PLT's main brand asset is their well known unicorn (pictured opposite) that comes on the packaging of their clothing, clothing items and also is all over their website. The unicorn is pink and symbolises a fun, girly aesthetic. The unicorn is PLT's mascot and most people will recognise the brand from the unicorn alone. (PLT.com, 2022). Other brand assets PLT have include there bright pink colour pallete (pictured below), and the shortening of the brand name from Pretty Little Thing to PLT.

(PLT.com, 2022)

How The Virtual Fitting Room Will Be Created

14 15

A virtual fitting room allows shoppers to try on items without touching them. It works by overlaying an item on a live video feed of a customer. The shopper can see the size, style, and fit of an item before they buy it (Shopify, 2021). After conducting thorough research into ways the PLT virtual fitting room will come to life, it became clear that their is a lack of technology available for brands to create a virtual fitting room themselves, so an alternative option for PLT to work with Zeekit, a company who have patented their technology that can create a virtual fitting room. Zeekit are successful start-up company that offers a new and more interactive shopping experience for the world of fashion. Combining fashion and technology, Zeekit has developed the first dynamic virtual fitting room, giving every person the chance to see themselves in any item of clothing found online. Based on real-time image processing technology, Zeekit uses its patented technology to map a person's image into thousands of segments. Clothing is processed in a similar manner and the equivalent points of the two are re-mapped into one final simulation. The end result shows a person virtually dressed by taking into account body dimensions, fit, and the fabric of the garment (Zeekit, 2022).

(Zeekit, 2022).

A simple 3 step of how the virtual fitting room works is displayed below, found on Zeekit's website (Zeezit, 2022) shows how simple the process of creating your own virtual model is. Zeekit was built with a vision to provide every person the chance to see themselves in any item of clothing. PLT will start of by allowing consumers to try on a small mixture of capsule items inclusive of dresses, trousers, tops and more, expanding the choices if the virtual fitting room launch proves successful and reduces return rates. Zeekit have already successfully worked with huge brands such as Walmart to bring their virtual fitting room to life. Yael Vizel, co-founder of Zeekit, a retail technology company, says Zeekit has seen a 36% reduction in return rates since using virtual fitting rooms (Shopify, 2021).

(Zeekit, 2022).

Campaign Elements - 5 Ps The 5 P’s of Marketing – Product, Price, Promotion, Place, and People – are key marketing elements used to position a business strategically. The 5 P’s of Marketing, also known as the marketing mix, are variables that managers and owners control to satisfy customers in their target market, add value to their business, and help differentiate their business from competitors. (Corporate Finance Institute. 2022). The marketing mix table pictured below will be used to ensure each element of the marketing mix is covered within the campaign.

(Corporate Finance Institute. 2022).

Product The product, being the virtual fitting room, functions by using patented technology provided by Zeekit, the technology is used by mapping a person's image into thousands of segments. Clothing is processed in a similar manner and the equivalent points of the two are re-mapped into one final simulation. The end result shows a person virtually dressed by taking into account body dimensions, fit, and the fabric of the garment. The advantages of using a virtual fitting room include being able to see if an item suits a person's body before deciding to make a purchase, limiting the amount of returns made to PLT due to the consumer knowing that the item will fit them properly and will feel confident wearing the item.

Price

The price of the virtual fitting room will be free for PLT's app users, in the hopes that the return rate of their products will decrease. The strategy behind offering a free service is the potential to increase customer loyalty (Jochem Gerritsen. 2020) by making them trust PLT more, and have more faith in the brand and the products offered.

Promotion The promotion technique that will be used to gain awareness of the new virtual fitting room for Pretty Little Thing will be via the power of social media. PLT will be promoting using their instagram account, posting stories and images of the virtual fitting room to their 17.8 million followers (PLT Instagram, 2022) and also via Molly-Mae's instagram (PLT's creative director) who has 6.3 million followers. The fitting room will also be advetised via a paid promotion using a billboard in central London.

Place

The place in which the service will be seen is on Pretty Little Thing's mobile app, the dressing room will be easily accessible by the click of a buttom and the consumer will be able to try on the clothing items they have chosen from the collection available.

People

The people involved with the virtual fitting room launch include the members of staff that work for PLT, these members will be available to contact through the app and on social media to help out with any queries the consumer may have about the new service. The staff will have an excellent, helpful attitude that will encourage the consumer to put their trust into the new fitting room knowing they have people on hand to offer help and support if and when needed.

Social Media Posts PrettyLittleThing

PrettyLittleThing - Join Us!

PrettyLittleThing

PrettyLittleThing - #VirtualFittingRoom

Instagram Posts These mock ups show the posts that would be on PLT's instagram page, sticking to the pink colour theme they are well known for, these posts tease the new virtual fitting room that will be coming to the PLT app. The posts are exciting, eye-catching and straight to the point to catch the consumers attention and hopefully encourage them to use the fitting rooms to try their favourite products.

Instagram marketing works wonders for brand awareness. 83% of users confess that this social network helps them discover new products or services. Better yet, people show more trust in the brands presented on Instagram. 74% of users consider brands with Instagram accounts relevant and 78% perceive them as popular. (Send Pulse, 2022).

Instagram Stories - According to Instagram data, 62% of people said they have become more interested in a brand or product after seeing it in Stories (Send Pulse, 2022). PLT will be posting to their story to promote and spread the word of the virtual fitting room. Molly Mae will also post this image to her instagram story because according to research 79% of marketers consider Instagram the most important channel for their influencer marketing campaigns. The point in it is that businesses are making $5.20 for every $1 spent on influencer marketing (Send Pulse, 2022). Stories supports the use of real time marketing, which is used to reach your target audience in the right moments. Social media posts are owned media for PLT. A big advantage of owned media is that businesses have full control over their own channels, and in addition, these owned media channels are more cost effective than paid advertising. (Text Broker, 2022)

OOH Advertisements

23 The latest Kantar Millward Brown study reveals that Out Of House is the favourite type of advertising among Gen Z and Gen Y audiences (JCDecaux. 2022) and PLT's target consumer is between the age of 16-24 so billboards are an affective way of catching the attention of the target Gen Z market. OOH marketing is a form of paid media, and PLT will have to cover the costs of advertising using billboards throughout central London, There are 3.7 million car driver trips on an average day made by London residents in London (Transport for London, 2022) and this offers a huge amount of potential users for the virtual fitting room. With paid advertising, you're guaranteed to reach a defined audience and can utilise your content to elevate your brand with specific targeting and get more qualified leads (Luke Marthinusen. 2022). Within the advertisement there is an option for the viewer to scan a QR code to access the virtual fitting room and try it for themselves. QR codes are an affective form of advertisement because in the UK and Europe 86.66% of smartphone users had scanned a QR Code at least once in their lifetime and 36.40 % scan at least one QR Code a week (Sarah O'Neill. 2021). As the first digitally native generation, Gen Z is constantly looking for more immersive and authentic experiences. With a preference to digital communication over faceto-face interaction, the recent widespread adoption of QR codes has been huge amongst this audience (Netimperative. 2021).

Immersive Experience Alongside the other forms of promotion, an immersive experience pop up will happen in London that gives people the opportunity to trial PLT's new virtual fitting room in person. The pop up will display the new and exciting app feature that PLT are launching. When an immersive experience is offered people get to create a connection on a whole new level. Instead of just hearing a brand talking about a product or service, reading about it in an advert or seeing it on their social media feed, people will be able to get involved and see it in person. Research by Verizon Media found that 54% of 18–24-year-olds say they appreciate it when brands “connect with them in new and innovative ways” (Voxburner. 2021). Giving people the opportunity to try out the virtual fitting room could attract consumers who wouldn't usually shop at PLT due to the uniqueness being offered by the brand and entice them into using the feature at home also.

GANTT Chart TASKS

WEEKS 1-6

WEEKS 6-8

WEEKS 8-10

WEEK 10

Planning Research Design With Zeekit Promotion On Social Media Billboard Launch IImmersive Experience Virtual Fitting Room Launch More Promo via Socials

A GANTT chart (a bar chart that outlines the tasks you need to complete a project) has been produced to show what tasks need to be completed for the virtual dressing room to be launched and when. The plan is over 10 weeks and includes planning, research, designing, promotion and the actual launch of the service.

Social Media Posting Plan

Weeks 6-8

Weeks 8-10

Week 10

PLT insta

Instagram story post saturday at 6am

Instagram post wednesday at 6am

Instagram post sunday at 6am

Molly-Mae insta

Instagram post sunday 6am

Instagram story thursday 5am

Instagram story post friday 6am

A social media posting plan has been created to show when posts and stories will land on instagram, according to research the best time to post on Instagram (in local time) is 6AM, according to Later’s analysis of 35M global Instagram posts and the best days to post on Instagram are Saturday and Sunday – with the highest average engagement occurring for posts published on Sunday at 6AM. (The Best Time to Post on Instagram in 2022, 2021)

KPI's Key Performance Indicators, or KPIs, are simply the metrics your business tracks in order to help determine the overall relative effectiveness of your business’s marketing and sales efforts (8 KPIs to Improve Your Marketing and Sales, 2022). KPI's: To measure the success of the virtual dressing room the amount of returns will be monitored and if successful the return rate of products should decrease. Return rate should decrease by at least 20% in the first 6 months. Increase the amount of people who are actively using PLT's app, the QR code advertisement will increase usage and the amount of people who have scanned it will be monitored regularly. Net Promoter Score (NPS) will be used to track customer experience while using the virtual dressing room on the app and also through the immersive experience PLT are holding. App traffic will be monitored to see if usage increases after launching the virtual fitting room. Monthly Active Users (MAU) and Daily Active Users (DAU) will be tracked. Average Session Length will be monitored.

Conclusion After conducting thorough research and finding a gap in the market for virtual fitting rooms, it became apparent that there is a need for this service. There were many statistics found that support the need for virtual fitting rooms, and the benefits of brands introducing this feature. PLT will become the first fast fashion e-commerce brand to offer the use of a virtual fitting room in the hopes that return rates will decrease. Keeping PLT's virtual fitting room relevant and ensuring longevity will be done by introducing new products for consumers to try on weekly, and finding out the most popular items that get tried on so that these can be increased. PLT will continue to promote their unique feature and will get more influencers on board to spread the word. Future opportunities for PLT include offering pop up experiences so that more people get the chance to try out the dressing room in person, on a larger scale and further promotion via social media marketing.

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