4 P’s of Promotion

4 P’ S

O F

P R O M O T I O N

With Off-White being the focus of this collaboration and H&M’s Conscious range being the sustainable foundation the collection will construe of a capsule range of basic ‘streetwear’ items such as t-shirts and hoodies and lower priced items such as socks and reusable tote bags. At the heart of the product will be sustainabilityby using the Conscious line, the products are guar- anteed to be made of mainly recycled and organic fabrics. The product will also fulfil the want for new technology from consumers, by creating an Instagram filter that is linked to the secondary logo on a t-shirt or hoodie, the filter will be continually updated online so the consumer will constantly be able to access ‘new’ clothing. Moreover, only a small community of people will be able to see the filters making the product even more exclusive.

As well as the filter t-shirt and hoodies there will also be a range of other items such as other t-shirts, hoodies, socks, bags, and jackets that will have the

Off-White influence in their design. Moreover, the products will follow trends from A/W20 collections where streetwear was mixed with tailoring and monotone colours were popular. The monotone colour scheme will fit well in this collaboration as the black and white colours will match with almost anything, allowing consumers to mix and match with pieces in their wardrobe and express them- selves in their fashion with this collection. The t-shirts and hoodies will also have the sustainable information about the product on the outside of the product to enhance transparency but also link into the Off-White aesthetic of writing where the prod- uct was designed and when on a product ie: Bang- ladesh, 2020.

Instagram Filter

Possibilities

I have created a few possibilities of Off-White inspired filters that could be used in this collaboration and have photographed them in woods and on the beach near to reflect the sustainability and environmental values of this collaboration. The filters can be constantly updated and changed to give the consumer the feeling of owning a new item without buying more. Moreover, the filters can be used to express a statement or message for the consumer to reflect on making the collection more meaningful. For example, these filters have raised issues around the use of plastic, sustainablility and the fact that we should recycle clothing.

THE PRICE

Millennials (the target consumer) are known to want a good deal from their clothing, but also want to keep up with trends. For this collaboration, a range of prices similar to those already used by H&M would be beneficial eg: from £24.99 for smaller items such as tote bags up to £70-£100 for larger items such as hoodies and jackets. This will make the collaboration affordable without cheapening Off-White, moreover, this has worked in previous collabs for both H&M and Off White as the Nike x Off White trainers retailed for £130-£170 moreover the H&M x Giambattista Valli prices ranged from £29.99 to £600. This range of prices will allow many different consumers to buy into the Off-White image and feel like they have a luxury item from a fast fashion brand.

THE PROMOTION

Instagram is the main social media site for Millennials and Gen Z; therefore this will be the main promotional site for this collaboration. The t-shirt filters can only be accessed via the Instagram page which customers are given a code for on the swing tag of a product. This exclusivity also promotes a sense of community where consumers of similar interests can upload their photos to the page as well as gain access to exclusive information and images from the collaboration. This links into current actions of H&M who are engaging their consumers by asking them to send in photos to feature on their main Instagram page as well as Off White who built their brand mainly over social media. This filter could also be expanded onto platforms such as Snapchat and Tik Tok to also engage the Gen Z consumer into the collaboration. The collaboration would also be promoted online by influencers who are able to reach a large audience and further expand the consumer. It would be beneficial to have influencers that are known for smart/casual and streetwear styles that are used to expressing their creativity by mixing these items as this would encourage the consumer to do the same with the items in this collaboration.

THE PLACE

The collaboration will be sold in a pop-up shop in Soho in London, given that the menswear consumer is willing to travel for fashion but also looks for an experience and a memory to take away as well as a product a pop up shop would work well in this instance. Soho is one of the main streetwear and cultural hubs in London, there is a heritage and history associated with the area making it feel casual and laid back as a shopping area. Moreover, a huge range of consumers shop in Soho from tourists, to businessmen, to kids to streetwear fanatics therefore, given this collaboration is made of mostly streetwear products this shop will fit in well here.

The shop will include a variety of spaces, including a seating area to promote communal and a relaxed feeling, a ‘Conscious’ information space where the consumer can find facts about the products, how they were made and the importance of sustainability in this collaboration as well as a Virtual Reality station where the consumer can ‘step into the Instagram filter.’ This experience will be exclusive only to the pop up and will fulfil the want of consumers to experience something new, furthermore 71% of consumers are more likely to buy with a retailer if they offer some form of AR/VR. The internal decoration will be clean and simple emulating the styles of both brands and the sustainability and product will be at the focus of the store.

POP-UP STORE FRONT