E VA S I O N
THE PROPOSAL
Created by Abigail McEwan, Beth Hamblin-Warren, Elizabeth Simpson 2
Arc’ Teryx - Evasion
C ON T E N T S
INTRODUCTION 05
E VA S I O N 0 8
AESTHETIC 14
TRENDBOOK 24
PROMOTION 36
THE EVENT 42
THE PLAN 50
DISTRIBUTION 64
SUMMARY 70
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INTRODUCTION
This recommendation booklet is a creative marketing strategy tailored for Arc’teryx with the aim to capitalise on the luxury womenswear market.
The proposal contains the essential
strategies for Arc’teryx to harness long-term loyalty with the urban astute city consumer; who resides in the city but aspires to be in the mountains. The route for expansion into the luuxury womesnwear sector, will see Arcteryx create a sisterline; paired with the current brand Arc’Teryx Veilance. With both brands focusing on the technical precision behind the garment and the simplistic design to create an all-together luxurious product.
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Recognising the consumers’ need, we have created recommendations for a series of engaging events. Other
contributions
to
this
recommendation
booklet include: a promotional strategy that will connect with the urban astute consumer before, during and after their brand experience. In order to successfully build a loyal community with the affluent consumers, an experiential marketing strategy has been considered. This should be used to create a positive association between the brand and the consumer as a means for Arc’teryx to succeed in the future as a firm stakeholder within
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the
luxury
womenswear
Arc’ Teryx - Evasion
market .
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INTRODUCING
E VA S I O N
Escape into a world where technical precision within design comes first and an aesthetic that channels minimalist luxury is at the core of the brands values.
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‘Evasion’ is a sister line to the brand Arc’Teryx Veilance. The collection represents the powerful woman. Channelling the elegance, grace and strength of the Urban Astute female.
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AESTHETIC
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“Freeing itself from the constraints of the horizontal world. The feather being the signifier of escapism”
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The aesthetic put forward by the brand Evasion channels themes of escapism. Within this digitally driven society consumers are searching for a brand that offers them the chance to escape from their day to day lives.
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The
narrative
told
through
the
brand
aesthetic, resonates the contrast between the challenge of the outdoors, but the sense of escapism that is found there too.
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The friction between both creates an emotional aesthetic, in which the consumer can relate too. The aesthetic embraces the ferocity of nature’s force with the garments being strong an durable against the Earth’s elements. Evasion harnesses on themes of tranquil and
embraces
the
natural
environment in all its splendour.
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THE TRENDBOOK
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“Arc’teryx need to be more on trend but still maintain the garment technology” The Consumer
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The Trend book we have devised for Arc’teryx is a recommendation for Evasion. It should be utilised as a way for the brand to consider functional, yet stylish garments for this city consumer as an extension of their current womenswear offering. The aesthetic of the Trend book resonates with the overall branding for Evasion, evoking minimalist themes that correspond with ideas of escapism.
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The brand should take into consideration the annotations within the booklet as these are based on consumers’ perception of the current Arc’teryx womenwear products. Arc’teryx should consider these adaptations to be something that these consumers would want to wear as a part of their daily lifestyle.
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C U R V E O F I N N O VA T I O N R o d ge rs ( 1 9 6 2 )
T he C onsu mer
Cr it ic a l Mass
Innovators
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E arly
E arly
L ate
Adopte rs
Maj or it y
Maj or it y
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L ag gards
According to Rodger’s Diffusion of Innovation,
the
Arc’teryx
Evasion
consumer is an Early Adopter. These consumers harness a trend at it’s early stages and carry it through before it penetrates to the critical mass. The consumers have the confidence and assertiveness to follow and adapt to a trend in it’s early stages. In relation to Arc’teryx, the overarching macro lifestyle trend of ‘Elemental’ is something these consumers will want to grasp at it’s early stages. This emerging trend in lifestyle is becoming more apparant to these consumers who are striving for more meaning behind their products, that offer functionality, uniformity and longevity.
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THE PROMOTION
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‘Experiences account for 55% of the total luxury spend worldwide’
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Within today’s digital era we are seeing a shift within consumer
behavior.
Consumers
are
now
defining
themselves by the experiences they’ve had rather than the products they own. A trend is emerging where we are seeing consumers investing more in experiences that evoke emotion and memories. By providing an experience,
the
tangible
product
simply
becomes
a
token of the experience the consumer has undergone.
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THE EVENT
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“I love to keep fit and when I have the opportunity to do it with my friends, I love it even more.” The Consumer
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“BRINGING THE CHALLENGE OF THE M O U N T A I N T O T H E U R B A N L A N D S C A P E .”
The experiential marketing strategy that should be utilised by Evasion demonstrates ‘bringing the mountain to the city’.
Where Arc’Teryx fails to
connect with their female consumer when she is off of the mountain Evasion will succeed. Bridging the gap between the challenge of the mountain within the urban landscape in which the consumer resides. This immersive event should be a way to challenge the consumer to experience the city in a new way, testing their boundaries, endurance and strength. Essentially creating a more exciting climbing route for these active urban consumers.
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Using London as the backdrop to the event and launch of Evasion. The challenge will invite consumers to climb a famous London landmark. This immersive event should challenge the consumer to experience the city in way they haven’t before. Allowing them to momentarily escape from their day to day routine.
London is known as a city of innovation and pioneers. The city is the perfect back drop to not only trial the event but also launch Evasion.
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THE PLAN
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“In today’s marketplace, you need to bring something fresh and vibrant to the customer for them to be interested”
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BEFORE Immersive
experiences
that
evoke
emotion
and memories are the key way to capture the engagement
of
the
female
consumer.
The
experiences created should be used as the backbone behind the proposed promotional strategy.
This section will outline the promotional strategy used to advertise the event to the consumer. As the proposed event is set in London - where the urban astute consumer resides – the promotion will coincide with her daily routine so she is constantly being subconsciously messaged about the event.
Innovative marketing techniques such as Guerrilla marketing should be used, focusing on the cultural trend of street art.
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These will involve: Street art: An immersive piece of artwork will encase the stairs of one of the main tube stations. Visually turning the stairs into Cliff edges will give the illusion that the stairs aren’t there; encouraging the consumer to jump from the edge to edge. Transcending the idea of escapism and bringing the challenge of the mountain to the urban landscape. At the end, participants will then see an advertisement for the real challenge, which will be our event.
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Following this, we recommend that Arc’teryx should advertise with
posters
underground,
and
billboards
reminding
around
consumers
the
city
about
and the
on
the
challenge,
#Thechallenge. Here are the examples of how this will look.
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As social media is such a powerful platform we suggest you use it to maximise marketing and communication strategies. The proposed social media platforms are: Twitter, Instagram and Facebook in order to spark a conversation and promote the Evasion range. Please find our pack of the before social media mockups that demonstrate some examples.
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DURING The event and launch for the proposed Evasion collection should run coherently. The first 80 people to complete the challenge should get a ticket to the exclusive launch of the new range and have the opportunity to shop the Evasion collection before it goes live online. To advertise the launch of the proposed new range, a short promotional film should be played that should show teasers of the new collection and behind the scene clips of the lookbook photoshoot. The launch should be based in a pop up store environment. This should be utilised as a way for consumers to fully experience and shop the Evasion collection in a new and exciting retail space.
During the event Arc’teryx should use social media to it’s full advantage to post pictures from the launch and snippets of the fashion film. Please find social media mock ups showing what these posts should look like . 60
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A F T E R Arc’Teryx Evasion should engag with the consumer after the event and launch, by giving them a unique copy of the look book of the new range which should hold an exclusive code at the back. This code should give consumers access to the proposed online loyalty club, enabling them to receive exclusive and personalised promotions, product launches and information about future events. This should aim to continuously draw the urban astute consumer back to the brand. Social media should still be used after the event to constantly keep consumers connected with Evasion. The event will then influence the aesthetic and visuals of ‘the challenge’ through the promotional campaign for the rest of the year.
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DISTRIBUTION
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“Selfridges offers a luxury shopping experience” The Consumer
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After the launch event, Arc’teryx Evasion will be exclusivity distributed within Selfridges in London, Birmingham and Manchester in line with their current menswear sub brand Velience. This will be a fixed point of sale for Arc’teryx Evasion, to market each seasons collection. The products will range between £500 - £800 per garment.
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SUMMARY
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“The woman is as free, as she wishes to be”
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Arc’teryx should take into consideration the recommendations offered in this booklet to be able to successfully capitalise
on
the
luxury
women’s
outerwear market. This proposal has demonstrated how Arc’teryx can use experiential
marketing
to
engage
their desired consumer. Successfully building a long term creative strategy that journey,
considers before,
the during
consumers and
after.