JOSEPH VINTAGE WEAR MARKETING STRATEGY WWW.LINDSAYSAWERS.WORDPRESS.COM
LINDSAY SAWERS
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It is this projects aim to create a strong brand identity for JVW and build brand awareness of this new brand to drive sales growth through repeat and new business. In order to achieve aims, the objectives are to look at four key areas:
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To strengthen the brand identity To enhance the website to attract more viewings and increase new business To build the brand’s presence on social networking sites and increase the following of the brand on social media platforms To build a ‘community’ of followers and a lifestyle identity this will develop customer loyalty and new business.
Joseph Vintage Wear works to use yesterday’s wardrobe as tomorrow’s inspiration. By marketing a range of innovative branded products, josephvintagewear. com has become the core of online vintage fashion with the hope of enabling students to favour the art of recycling. Offering a marketplace platform for newly emerging designers and artists to sell own branded exclusive items, Joseph Vintage Wear is more than just an Ecommerce site. With every product being selected to
reflect the personality of our consumers, our customers work as our mood board. Determining an eco friendly mantra and looking into quality over quantity, Joseph Vintage Wear still focuses on ensuring that every product is at an affordable price. Joseph Vintage Wear allows the urban student to dig deeper than this decade’s fashion and embrace the beauty of vintage.
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Keeping up to date with trends, both fashion and lifestyle will help JOSEPH Vintage wear to keep in touch with their customer on a personal level. Due to both founders being the similar to the brands target market, it gives the company an edge in being able to understand their customer, from education to spending patterns.
P O L I T I C A L S O C I A L
E C O N O M I C T E C H N O L O G Y
ANALYSIS
Due to the stuggling UK economy, the new brand may struggle in gaining loyal customers as their target market have less desposible income, however by keeping their prices low and under £25 they will attract people who are aiming for a cheaper purchase than their competitors. The growing brand might look into investing in outsourcing some of their branding products, such as labels as the business grows. As technology grows, the company is able to easily sell online, allowing the customer to access the products as well as discount codes and promotions. The social media hype is a perfect way to gain exposure for the business. Technology allows the business to collect a mailing list and create a relationship with their customers.
strengths
* Price range that is perfect for the student target market * A constant promotion, e.g. student discount or free postage * A strong brand image * Growing online presence * ‘His & Hers’ range is quirky and memorable, it is something that has not been done on vintage sites before * Branching out to not be just a clothing brand, but also a lifestyle will attract more student attention * A high focus on customer service * Keeping the team small ensures a lower percentage of the income going to pay the staff * Unusual packaging * Low prices compared to high street competitors such as Rokit and Beyond Retro * Run by students; they have the same mind-set as their customer
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Due to JOSEPH Vintage Wear being a new brand, they have to consider taxation laws. At present with only the founders investing time and money in the business, they avoid employment laws and investor promises. The brand must insure that all of the vintage wear that they are selling is genuine.
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strengths
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weaknesses * No brick & mortar stores (although this cuts down on rental costs) * Due to selling vintage products, some of the clothing shows signs of wear or damage * The price of a new brand attracting attention e.g. free postage and cheap clothing, does not bring in a huge amount of profit * Stock is reliable on what vintage clothing is on the market, such as charity shops and car boot sales * Not well known due to being a new brand * The business does not have the money to grow without quick sales * More garments would be necessary for expansion
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opportunities
with * Collaborating bloggers & other brands * Pop up stalls * Festival stalls on other * Selling platforms such as ASOS Marketplace * Focus on the brands value of recycling, gaining publicity and making a connection with a charity * Enlarge women’s wear collection
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threats * Difficult economy * Competing vintage seller: cheaper prices, e.g. eBay and Depop * Large chains have more buying power * Older generation will not be interested in pre-worn
Growing the brand by demonstrating JOSEPH Vintage Wear’s key ethos and personality. Having a unique ethos, such as focusing on recycling automatically draws more customers towards the brand as they have a niche. Focusing on the brands personality and keeping in touch with the target market ensures that the customer feels closer to the brand, interviewing real life people and featuring lifestyle pieces rather than just focusing on the clothing will draw in a wider range audience.
INDUSTRY MARKET GAP HIGH QUALITY
ASOS Marketplace
Personal
Ethical Innotive
Vintage
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Affordable
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P R I C E
“Recovering Vintage Fashion”
Lifestyle
LOW QUALITY
The prices at JOSEPH Vintage Wear are one of their highly valued unique selling points. Although many other vintage companies, Beyond Retro, ASOS Marketplace etc. offer a similar range of clothing as the brand, they are unrivalled in their prices. They have kept all items under £25 and stick by the fact that they would rather sell more pieces to their customers at a lower price, then make a higher profit. This has the student budget in mind and adds a personal, friendly feel to the website. The brand began as the founders spotted a gap in the market for a more affordable vintage lifestyle- and that is exactly what they have created.
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Creative
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Charity Shops
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eBay
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Oxfam Vintage
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P R I C E
Relaxed
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Absolutely Vintage
H I G H
Urban
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Beyond Retro
L O W
Welcoming
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Rokit
True Vintage Clothing
Home Grown
Our customer is a vintage clothing enthusiast with the haunting reminder of their student overdraft in the back of their mind. Using their clothing to make a statement, their worst fear is wearing the same outfit as someone else in the room. Juggling their spending between unusual clothing finds and building up their vinyl record collection, our customer deserves credit for their bargain hunter abilities. Spending
their free time wondering through art galleries, drinking in quirky bars and braving the weather for the love of outdoor cinemas. They are a hoarder with a collection of battered Dr. Martens. If they had the time, they would choose to rifle through stalls in North Laine, Brighton or wonder down Brick Lane in order to find the one off pieces they desire. Their values all point to the idea of ethically saving the planet, one glass bottle at a time.
CONSUMERPROFILE
CARE FREE ORIGINAL ETHICAL STUDENT BARGAIN HUNTER CULTURAL UNIQUE ANTIQUE ENTHUSIAST TRAVELLER CREATIVE DARING TREND SETTER READER MUSIC LOVER INVENTIVE ACTIVIST STRONG VEGETARIAN PASSIONATE ARGUMENTATIVE DEEP OPINIONATED
COMPETITOR ANALYSIS ROKIT LONDON Rokit Vintage is currently JOSEPH Vintage Wear’s main competition; they have reached the level of success within their brand that every vintage clothing company would wish to rival. With 30 years of experience behind them, Rokit currently have 4 thrift stores all based in London along side a up to date website that allows the consumer to purchase online.
BEYOND RETRO Beyond Retro, a warehouse turned retail store that was founded in 2002, and Rokit Vintage, are both Camden’s many vintage babies that turned their stalls into well known brands, are both two of the well known vintage brands in the UK, both aimed at students and teens and are the top two results under ‘vintage clothing UK’ on Google.
LOU LOU’S VINTAGE FAIR Vintage events are becoming more and more popular with a larger target market than ever before, students’ looking for vintage finds and older women feeling nostalgic and wanting to drink from floral printed tea cups like it’s the 1980’s. Lou Lou’s Vintage Fair, Winner of 'Best Vintage Fair' in the UK 2013, 2014 & 2015, pop’s up around UK all year round. The fair offers vintage stalls, entertainment and food. Each stall is open to any business for rental, meaning that Lou Lou’s Vintage fair remains fresh and ever changing.
ASOS MARKETPLACE Founded in 2010, ASOS.com branched out from a regular fashion Ecommerce site and, in opening ASOS Marketplace, allowed the public to sell their own handmade items as well as promoting any vintage businesses through the ASOS platform. The company now offer over 900 different boutiques, who are all available on their website, selling different styles, trends, conditions and at different prices.
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As JOSEPH Vintage Wear specialize in vintage clothing collected from a range of different brands, releasing their own simple clothing range will broaden their store and contrast with the used clothing already available. Focusing on the recycling ethos, producing simple logo t-shirts will be made more unique if the t-shirts themselves are 100% organic and recycled, even if this adds additional cost to the production and lowers profit, it encourages the customer that the brand are passionate about their eco friendly mantra. The T-Shirts will come in both grey and white in sizes S, M and L with a simple initial logo JVW embroidered on the left hand side. The brand labels will be hand stitched into the inside of the T-Shirt, adding a home made , personal aspect to each T-Shirt.
BRAND DEVELOPMENT
WEBSITE&SOCIALMEDIA Having launched the website at the end of September 2015, their AW15 collection is the first attempt to gain the publics attention. The company is currently 100% online avoiding any rent costs. It is very important in the current technology climate that new brands are making an effort to reach out to their target market via social media such as Facebook, Instagram & Twitter. By using these platforms, the brand itself can be promoted as well as giving the audience an insight into the brands personality and lifestyle. Gaining followers is crucial in order to advertise the brand.
WWW.JOSEPHVINTAGEWEAR.COM
FACEBOOK: JOSEPH VINTAGE WEAR
INSTAGRAM: @JOSEPH VINTAGE WEAR
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PROMOTION VIDEO AW15
Promotion film. Film has become one of the most powerful tools in communicating ideas. The youtube.com 2015 statistics demonstrate that 1 billion people use the video platform. In putting together a short promotional film to advertise the brand, suitable for the website and social media such as Facebook and Instagram, customers will understand the brand in seconds. The film will be focused on the personality of JOSEPH Vintage Wear, rather than simply the clothing. With short clips of thrift shops, photo shoots, Friday nights and travelling all tied together by music, the viewer will not only be watching a visual customer profile, but will also be subconsciously viewing the brands collection at the same time.
WE’RE LIVING IN A WORLD WHERE ONE GOOD VIDEO CAN LEAD TO A MASSIVE SOCIAL FOLLOWING MIKE HENRY
” - VINTAGE - HOME MADE - SEPIA - VIGNETTE BOARDER - FACE PACED - YELLOW LETTERING - LIFESTYLE - MOVES TO MUSIC - BRANDED - SUBTLE - FEATURES JVW CLOTHING - TRAVEL - PHOTOSHOOT FOOTAGE - SLOW MOTION CLIPS
PROMOTION VIDEO AW15 STILL SHOTS
MUSIC
FOALS “SNAKE OIL”
https://vimeo.com/145735270 RUNNING TIME 1.17 MINUTES
AW15 PHOTO SHOOT
- RUSTIC - HANDMADE - LIGHT HEARTED - BLACK AND WHITE - URBAN - INDUSTRIAL - RUN DOWN - VINTAGE - WIDE LENS - CLUTTERED - TAKING A STEP BACK - NATURAL - MESS - SUBTLE - RELEVANT - BRAND DESCRIPTIVE - PERSONALITY - COMMUNITY
COLOUR SCHEME
Produce an online and printed publication; Max Vallot, marketing director of BLK DNM states “The consumer is much more likely to engage with independent editorial content than with conventional, purely product-focused advertising.” Putting together an online and printed publication that is available on the brands blog in photographed magazine form, allowing each customer to indirectly understand the brands environment. Branching out from simply fashion, the magazine will hold lifestyle pieces, interviews with artists, DIY articles and music news, drawing the customer in to everything that the JOSEPH Vintage Wear community stands for. It will work as a strong branding tool.
PUBLICATION - LIFESTYLE - CULTURE - TRAVEL - MUSIC - ART - HANDMADE - FASHION - COMMUNITY - DIY - MINIMAL - EDGY - INVITING - UNIQUE - INSPIRE - THOUGHTFUL - INTERVIEWS - PHOTOGRAPHY - FILM - THEATRE
PUBLICATION FINAL