re:lease LOTTI MARTIN-FULLER LOTTIMF@AOL.CO.UK 1
CONTENTS
BRANDING
1. APP LAUNCH PARTY
THE APP
WHO ARE WE?
5
THE BUSINESS MODEL
20
LAUNCH PARTY
42
OBJECTIVES & MISSION
6
TARGET MARKET
22
LETS SWAP!
44
USP
9
CONSUMER JOURNEY
28
THE STRATEGY
46
30
THE CONSUMER
47
CONCLUSION
48
TIMELINE
49
BRAND IDENTITY
10
18 MONTH TIMELINE
MOOD & COLOUR
11
WHY ARE WE NEEDED?
14
MARKETING COMMUNICATIONS 38 STRATEGY
THE RENTAL MARKET
18
APP FEATURES
40
2
CONTENTS
2. CONSUMER CAMPAIGN
WHAT IS IT?
51
3. POP-UP EVENTS
4. INSTAGRAM MARKETING
WHAT IS IT?
61
#RELEASEYOURWARDROBE
71
WHY A CONSUMER CAMPAIGN? 52
HOW DOES IT WORK?
62
WHAT IS IT?
72
THE STRATEGY
54
THE STRATEGY
65
THE STRATEGY
74
THE CONSUMER
56
THE CONSUMER
66
THE CONSUMER
76
CONCLUSION
57
CONCLUSION
67
CONCLUSION
77
TIMELINE
58
TIMELINE
68
TIMELINE
78
3
CONCLUSION
81
REFERENCE LIST
82
IMAGE REFERENCE LIST
85
APPENDICES
92
re:lease
One Stop Borrow-Shop
4
WHO ARE WE? Re:lease is a peer-to-peer fashion rental service that is launching into the ever-growing mobile application market. Re:lease aims to offer the consumer a chance to rent low priced, high-street, midmarket level clothing to and from one another with ease.
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OUR OBJECTIVES EDUCATE
educate the public by raising awareness of the need for sustainable consumption in the fashion industry
CHALLENGE
challenge preconceptions around second-hand clothing and negative connotations surrounding renting
COLLABORATE
create an exciting and sustainable community for consumers revolving around the sharing economy and collaborative consumption
OUR MISSION TO GIVE CLOTHING A NEW LEASE OF LIFE BY SHARING AND CARING FOR THE ENVIRONMENT
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USP: 9
Re:lease takes the very successful rental business model and makes it more affordable and convenient than ever before. We differ from the normal rental model as we are wholly peerto-peer and the focus is midmarket, high-street clothing. Our service offers an innovative solution to consumers who wish to combat fast fashion with sustainable consumption patterns, yet cannot afford it.
BRAND IDENTITY QUANTIFY ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 COURIER NEW ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
FUN. SOCIAL. COMMUNITY. AWARENESS. SHARING. CARING 10
MOOD & COLOUR
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WHY ARE WE NEEDED? SUSTAINABILITY We are built around our sustainable values and beliefs as consumption levels are too high in the fashion industry. The fast fashion cycle has become an “environmental crisis to rival plastic pollution in oceans” (Siegle, 2017), therefore we believe that the time for change is now. Consumers are now, more than ever, becoming aware of the environmental damage the fashion industry poses and their consequential fast fashion consumption patterns. In this time of sustainable change, consumers are
becoming “educated on where their clothes are from and making informed decisions on where they choose to buy” (Sears, 2017). The fashion industry causes monumental problems in terms of the environment in every stage of the lifecycle, but notably it is the end of life stage that pollutes the most. We aim to combat this by giving clothing a new lease of life and prolonging its end of life through a sustainable consumption strategy – collaborative consumption.
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FACE THE FACTS ANNUALLY, 300,000 TONNES OF APPAREL ENDS UP IN LANDFILL (ELLSON, 2018) 44% OF WOMEN WANT TO BE MORE ECO-FRIENDLY IN THEIR FASHION CHOICES (HALLS, 2018) HOWEVER 80% OF WOMEN ARE STILL DRIVEN ON PRICE OVER SUSTAINABILITY (MINTEL, 2017., CITED IN SANER, 2017).
THE
TIME
IS 16
NOW.
CONVENIENCE We pride ourselves on being convenient for our consumer base in a fast-paced and digitalised society. Consumers are now “obsessively tracking their personal data [and] social media” in an “always-on” and digitally dependant world (WGSN, 2017). The average UK adult spends up to 9 hours a day on digital media (Woods, 2016), and 87% of 18-75 year olds own a smart17 phone (overtaking both laptop
and tablet) (Deloitte, 2018). The growth of digital realm has coincided with the growth of the online fashion industry, in which mobile devices acquire the largest amount of sales (SaleCycle, 2017, cited in Charlton, 2018). Therefore, re:lease is only available as a mobile application as we believe this is the most convenient and accessible channel for our consumer base.
THE RENTAL MARKET The current rental market caters to either male occasion-wear hire, or fashion-conscious females that lack financial resources and look to rent at the luxury end of the market (Allied Market Research, 2017; Braithwaite, 2018). These services have gained traction as a form of sustainable consumption of high-end goods, with rental only getting more popular, as the market is predicted to have a compound annual growth rate (CAGR) of 10% from 2017 to 2023 (Allied Market Research, 2017). We have tapped into these needs and respond to these economic and environmental demands for sustainable consumption. We differ from normal rental companies, however, as the focus is on high-street, mid-market clothing to provide for the conscious consumer on a budget.
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OUR BUSINESS MODEL Download re:lease app
Leave a review of buyer/seller
Chat to users
Item sent back to owner
Item washed by user
Browse for items
Pay for a rental ‘purchase’
Wear rented item
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Parcel sent in the post
Re:lease is free to download and free to use. What’s the catch? We take 10% commission on the full transaction price (product price + delivery price) whenever you rent out an item. That’s it!
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/ IGEN / THUMBIES / / GENERATION SCAPEGOAT / MEME GENERATION / DELTA GENERATION / MEMELORDS / MEMENNIALS / GENERATION SNAP / HOPEFUL GENERATION / THE LAST GENERATION / THE CLEANER-UPPERS
/
THE XANAX
GENERATION / DOOMED / SISU GENERATION / POSTMILLENNIALS
/ 22
SPIMES
/
TARGET MARKET Gen Z are technologically reliant, spending over 3 hours a day on digital media (Dogtiev, 2018) therefore are the most likely cohort to engage with an online service. Gen Z like to be their own boss, and are more resourceful with their money than their predecessor Millennial rental consumer. By 2020, 40% of consumers will be Gen Z in the US, Europe and BRIC countries (Posner, 2015).
“WANT TO BUY LESS, NOT MORE” (Mickiewicz and Buchanan, 2016) “GEN Z ARE GENERALLY MUCH MORE ENTREPRENEURIAL AND CREATIVE IN THE WAY THEY MAKE MONEY. THEY SEE THEMSELVES AS BRANDS, CREATORS, MARKETERS AND ARE USING SOCIAL MEDIA TO MONETISE THEIR INFLUENCE” (Greene, 2017, cited in Bearne, 2017)
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INTER-CONNECTED EXPERIENCE-DRIVEN URBAN DWELLERS COLLABORATIVE DIGITAL NATIVES FASHION-FORWARD ADAPTIVE OPEN-MINDED INCLUSIVE
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GEN Z = GEN WE 26
GEN Generation Z can be divided into two micro-segments, Gen Me and Gen We (Owen, 2018). Gen Me are self-driven and empower themselves, whilst Gen We are collaborative and empower their peers (Owen, 2018). Our target market is the Gen We division as they are actively trying to tackle sustainability issues by investing time and de27 (Owen, 2018). manding change
A CONSUMERS JOURNEY
Make an account or login
Download the app from the app store
Make a profile and build your shop
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Search for your favourite influencers and friends to follow them
Message peers to rent an item
Browse items on homefeed
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MARKETING ACTIVITY
APP DEVELOPMENT
APP LAUNCH PARTY
CONSUMER CAMPAIGN
POP-UP EVENTS
INSTAGRAM DIGITAL MARKETING
EMAILS
APP STORE OPTIMISATION
APP AWARDS
INFLUENCER MARKETING / INSTAGRAM
18 MONTH TIMELINE
INSTAGRAM STORIES
BUSINESS ADMIN / INVESTORS
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DECEMBER 2019
JANUARY 2020
FEBRUARY 2020
RESEARCH APP DEVELOPMENT MEET APP DEVELOPMENT TEAM AND COMPANIES, CREATE MOODBOARDS FOR BEGIN APP CREATION APP DESIGN
REGULARLY MEET WITH TEAM AND OVERLOOK PROCESS
RESEARCH INFLUENCERS AND EVENT SPACES AHEAD OF LAUNCH
NETWORK WITH INFLUENCERS TO ATTEND THE SWAP CLOTHING LAUNCH EVENT
CONFIRM EVENT SPACE AND DETERMINE DATE AND TIME FOR LAUNCH
FINALISE SHORT-LISTED GROUP OF ‘MODELS’
LAUNCH APPEAL TO FIND TARGET MARKET CONSUMERS TO BE FACE OF RE:LEASE CAMPAIGN
ORGANISE INTERVIEWS AND CASTING CALLS
PREPARE FOR POP-UP SWAP EVENTS IN UNIVERSITY UNIONS AROUND LAUNCH OF APP
LIASE WITH UNIVERSITY UNIONS AROUND COUNTRY TO ORGANISE EVENT SPACE
SET UP BUSINESS INSTAGRAM ‘RE:LEASE’
FOLLOW INFLUENCERS AND CONSUMERS FROM TARGET MARKET TO CREATE BUZZ ARUOND THE RELEASE
SET UP BUSINESS EMAIL ADDRESS
DEVELOP A SYSTEM TO MASS EMAIL CONSUMERS UPDATES AND NEWS
RESEARCH BILLBOARDS TO USE
FINALISE WELCOME EMAIL
RESEARCH KEY INFLUENCERS AND FOLLOW THEM. WORK ON CREATING BUZZ AROUND THE APP THAT IS COMING SOON LINK TO INSTAGRAM PAGE
SET UP FACEBOOK ACCOUNT, ADD ‘ABOUT US’ INFORMATION, ADD PROFILE PICTURE AND START FOLLOWING LIKEWISE BUSINESSES
START POSTING MOODBOARDS EXPLAINING THE ENVIRONMENTAL IMPACT OF FAST FASHION - PUSH SUSTAINABLE VALUES
RESEARCH HOW TO OPTIMISE APP STORES AND HOW TO GET APP TRENDING
DETERMINE A BUDGET FOR APP STORE OPTIMISATION
RESEARCH INFLUENCERS TO PROMOTE APP WHEN LAUNCHED
CREATE AND ADD TO DATABASE OF KEY INFLUNCERS TO REACH OUT TO FOCUS ON BOTH CELEBRITIES, BUT YOUTUBERS AND UNIVERSITY STUDENTS WITH LARGE INSTAGRAM / SOCIAL MEDIA FOLLOWING START POSTING MOODBOARDS EXPLAINING THE ENVIRONMENTAL IMPACT OF FAST FASHION - PUSH SUSTAINABLE VALUES
ALL INVESTORS CONFIRMED FOR 12 MONTH CONTRACT
RAISE AWARENESS OF NEED FOR APP POST 2-5 STORIES PER DAY
MONTHLY UPDATE SENT TO INVESTORS MONTHLY UPDATE SENT TO INVESTORS
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MARKETING ACTIVITY
APP DEVELOPMENT
APP LAUNCH PARTY
CONSUMER CAMPAIGN
POP-UP EVENTS
INSTAGRAM DIGITAL MARKETING
MARCH 2020
APRIL 2020
REVIEW
APP SHOULD BE NEARING COMPLETION
REVIEW DEVELOPMENT SO FAR AND MAKE ANY NECESSARY CHANGES
ANY LAST MINUTE CHANGES MADE
CONFIRM GUESTLIST FOR LAUNCH EVENT
LAST MINUTE CHANGES MADE WORK WITH PRESS TO CONFIRM A PRESS RELEASE
TEST PHOTOSHOOT
FINAL PHOTOSHOOT AND EDITING
MAKE ANY CHANGES TO MODELS / STYLING
FINALISE LIST OF LOCATIONS TO UNVEIL BILLBOARDS
ORGANISE ALL DECORATIONS AND MATERIALS NEEDED FOR EVENTS
LAST MINUTE CHANGES MADE TO ORGANISATION
POST TEST TEASER PHOTOS OF CONSUMER CAMPAIGN
COUNTDOWN TO RELEASE OF THE APP
USE #RELEASEYOURWARDROBE ON POSTS
BUILD FOLLOWING READY TO MOVE OVER TO APP ONCE RELEASED
PREPARE FOR UNION POP-UP EVENTS WHERE EMAIL CAPTURE WILL BE USED
EMAILS
APP TESTING
POST TEST TEASER PHOTOS OF CONSUMER CAMPAIGN USE #RELEASEYOURWARDROBE ON POSTS
COUNTDOWN TO RELEASE OF THE APP ‘ARE YOU READY TO #RELEASEYOURWARDROBE’
APP STORE OPTIMISATION
INVITE APP AWARDS COMPANIES TO LAUNCH OF APP
APP AWARDS
INFLUENCER MARKETING / INSTAGRAM
INSTAGRAM STORIES
BUSINESS ADMIN / INVESTORS
START CONTACTING INFLUENCERS TO DRAW UP CONTRACTS READY FOR RELEASE OF APP
INVITE INFLUENCERS TO LAUNCH PARTY APPROVE INSTAGRAM POSTS TO BE POSTED THROUGHOUT MAY 2020 INFLUENCERS HAVE OWN CODE TO DOWNLOAD APP
RAISE AWARENESS OF NEED FOR APP
COUNTDOWN TO RELEASE OF THE APP
POST 2-5 STORIES PER DAY
‘ARE YOU READY TO #RELEASEYOURWARDROBE’
MONTHLY UPDATE SENT TO INVESTORS MONTHLY UPDATE SENT TO INVESTORS
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MAY 2020
JUNE 2020
APP LAUNCH AND RELEASE DATE
DEVELOP NEW CONTENT FOR APP AND ROLL OUT MONTHLY UPDATES
APP LAUNCH PARTY
PRESS RELEASE ISSUED
BILLBOARDS UNVEILED AROUND COUNTRY - 6 MONTH AGREEMENT GET #RELEASEYOURWARDROBE TRENDING
JULY 2020
INTERVIEWS ORGANISED FOR CONSUMER ‘MODELS’ IN FASHION MAGAZINES SUCH AS VOGUE, MARIE CLAIRE, ELLE, COSMOPOLITAN
PRESS RELEASE OF CONSUMER CAMPAIGN
UNIVETSITY UNION POP-UP SWAP SHOP TOURING COUNTRY
POST CAMPAIGN PHOTOS AND APP DESIGN PICTURES POST DATES OF UNION POP-UP SWAP SHOPS AROUND UK TAG EVERY PHOTO #RELEASEYOURWARDROBE
POST PICTURES OF ITEMS FOR RENT POST PICTURES OF CAMPAIGN ‘MODELS’ SHOPS AND MINI INTERVIEWS
ORGANISE PAID DIGITAL ADVERTISING ON INSTAGRAM FEEDS PUSH #RELEASEYOURWARDROBE
COLLECT AND COLLATE THOUSANDS OF EMAIL ADDRESSES ACROSS COUNTRY FROM POP-UP EVENTS
EMAIL MONTHLY UPDATES COMING TO APP
POST CAMPAGIN PHOTOS AND APP DESIGN PICTURES
ENGAGE WITH CONSUMERS BY CREATING POLLS AND INTERACTIVE CONSUMER CONTENT
POST DATES OF UNION POP-UP SWAP SHOPS AROUND UK RUN FIRST OPTIMISATION FOR ENGAGEMENT AND VIEWS VERSUS NUMBER OF DOWNLOADS
POST PICTURES OF ITEMS FOR RENT POST PICTURES OF CAMPAIGN ‘MODELS’ SHOPS AND MINI INTERVIEWS MAKE SURE THE APP IS LINKED TO FASHION, SHOPPING, ENVIRONMENT, GREEN, SUSTAINABLE, P2P ETC. IN APP STORES
RUN OPTIMISATION FOR ENGAGEMENT AND VIEWS VERSUS NUMBER OF DOWNLOADS
NETWORK WITH APP AWARD COMPANIES AT LAUNCH
REVIEW
INFLUENCERS FROM UNIVERSITY ATTEND POP-UP SHOPS
REVIEW SUCCESS OF INFLUNCER MARKETING THROUGH APP STORE OPTIMISATION
INFLUENCER INSTAGRAM STORY TAKEOVER AT EVENT
INSTAGRAM STORY TAKEOVER AT LAUNCH EVENT INSTAGRAM STORY TAKEOVER POP-UP EVENTS MONTHLY UPDATE SENT TO INVESTORS 6 MONTH CHECKPOINT - MEETINGS TO DISCUSS THE USE OF BUDGET
INSTAGRAM STORY TAKEOVER POP-UP EVENTS
POST 2-5 STORIES PER DAY
MONTHLY UPDATE SENT TO INVESTORS MONTHLY UPDATE SENT TO INVESTORS
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MARKETING ACTIVITY
AUGUST 2020
SEPTEMBER 2020
APP DEVELOPMENT
2 MONTH CHECK-IN, TAKE INTO CONSIDERATION APP FEEDBACK FROM APP STORES AND DEVELOP FURTHER
DEVELOP NEW CONTENT FOR APP AND ROLL OUT MONTHLY UPDATES
APP LAUNCH PARTY
CONSUMER CAMPAIGN
POP-UP EVENTS
PREPARE FOR FRESHERS WEEK POP-UP TOUR UNIVERSITY UNIONS AROUND UK SHOPS PROVIDING POP-UP SWAP SHOP
INSTAGRAM DIGITAL MARKETING
2 POSTS A DAY PUSH #RELEASEYOURWARDROBE
EMAILS
POST LISTS OF DATES AND LOCATIONS OF POP-UP UNION SHOPS
EMAIL MONTHLY UPDATES COMING TO APP
COMMENT AND LIKE ON INFLUENCERS POSTS
USE #RELEASEYOURWARDROBE POST LIST OF DATES AND LOCATIONS OF POP-UP SHOPS
APP STORE OPTIMISATION
RUN OPTIMISATION FOR ENGAGEMENT AND VIEWS VERSUS NUMBER OF DOWNLOADS
APP AWARDS WEBSITES
INFLUENCER MARKETING / INSTAGRAM
MAKE ANY CHANGES TO INFLUENCER DATABASE ON SUCCESS OF POSTS AND APP DOWNLOADS PER INFLUENCER THIS CAN BE MEASURED BY HOW MANY USERS JOINED THROUGH INFLUENCERS’ UNIQUE JOINING CODE COLLATE NEW LIST OF UNIVERSITY INFLUENCERS FOR FRESHERS 2020
INSTAGRAM STORIES
POST 2-5 STORIES PER DAY
BUSINESS ADMIN / INVESTORS
MONTHLY UPDATE SENT TO INVESTORS MONTHLY UPDATE SENT TO INVESTORS
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INSTAGRAM STORY TAKEOVER POP-UP EVENTS
OCTOBER 2020
NOVEMBER 2020
DECEMBER 2020
PREPARE FOR FESTIVE SEASON
DEVELOP NEW CONTENT FOR APP AND ROLL OUT MONTHLY UPDATES
CHRISTMAS THEMED APP LAYOUT
CAMPAIGN STARTING TO DIE DOWN BILLBOARDS TAKEN DOWN - 6 MONTHLY AGREEMENT
TOUR UNIVERSITY UNIONS AROUND UK PROVIDING POP-UP SWAP SHOP PAID ADVERTISING PUSHED BEFORE CHRISTMAS
2 POSTS A DAY - PUSH FOR FESTIVE RENTALS
POST PICTURES OF MOST POPULAR RENTALS IN FESTIVE PERIOD TO DRAW IN MORE CONSUMERS
ENCOURAGE #RELEASEYOURWARDROBE
EMAIL MONTHLY UPDATES COMING TO APP
2 POSTS A DAY - PUSH FOR FESTIVE RENTALS ENCOURAGE #RELEASEYOURWARDROBE POST PICTURES OF MOST POPULAR RENTALS IN FESTIVE PERIOD TO DRAW IN MORE CONSUMERS REVIEW APP STORE OPTIMISATION COINCIDING WITH POP-UP EVENTS
CONTACT AWARDS ABOUT BEING FEATURED ANSWER ANY QUESTIONS
MEET WITH AWARDS COMPANIES TO DISCUSS THE USP OF THE APP AND WHY IT SHOULD BE FEATURED
CREATE SUBMISSION FOR 2019 BEST NEW APP AWARDS BY THE BEST MOBILE APP AWARDS
UNIVERSITY INFLUENCERS AT POP-UP INFLUENCERS PUSH FESTIVE RENTALS SHOPS
INSTAGRAM STORY TAKEOVER POP-UP EVENTS
POST 2-5 STORIES PER DAY
POST 2-5 STORIES PER DAY
REVIEW MONTHLY UPDATE SENT TO INVESTORS MONTHLY UPDATE SENT TO INVESTORS 1 YEAR CHECKPOINT RECONFIRM INVESTORS OR FIND MORE
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MARKETING ACTIVITY
JANUARY 2021
FEBRUARY 2021
APP DEVELOPMENT
NEW CONTENT DEVELOPED FOR 2021
RESEARCH NEW TRENDS, RESPOND TO NEGATIVE FEEDBACK BY UPDATING APP
PREPARE FOR 1 YEAR ANNIVERSARY OF APP LAUNCH AND CONSUMER CAMPAIGN WITH REVITALISED CAMPAIGN
IDENTIFY BIGGEST RENTERS AND MOST ACTIVE PROFILES - REACH OUT AND ASK THEM TO BE IN NEXT CAMPAIGN
APP LAUNCH PARTY
CONSUMER CAMPAIGN
POP-UP EVENTS
REVIEW
INSTAGRAM DIGITAL MARKETING
EMAILS
REVIEW ENGAGEMENT AND SEE WHICH PICTURES ARE GAINING THE MOST ATTRACTION AND MAKE CHANGES ON THIS
APP STORE OPTIMISATION
USE #RELEASEYOURWARDROBE
EMAIL MONTHLY UPDATES COMING TO APP
REVIEW
2 POSTS A DAY
REVIEW ENGAGEMENT AND SEE WHICH POSTS ARE GAINING THE MOST ATTRACTION AND MAKE CHANGES ON THIS
CONTINE ACTIVE ENGAGEMENT WITH CONSUMERS USE AS PLACE FOR CUSTOMER SERVICE
RUN OPTIMISATION FOR ENGAGEMENT AND VIEWS VERSUS NUMBER OF DOWNLOADS
APP AWARDS
INFLUENCER MARKETING / INSTAGRAM
INSTAGRAM STORIES
POST 2-5 STORIES PER DAY
BUSINESS ADMIN / INVESTORS
MONTHLY UPDATE SENT TO INVESTORS MONTHLY UPDATE SENT TO INVESTORS
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POST 2-5 STORIES PER DAY
MARCH 2021
APRIL 2021
MAY 2021
DEVELOP NEW CONTENT FOR APP AND ROLL OUT MONTHLY UPDATES
FINALISE LIST OF ‘MODELS’ IDENTIFY SHOOT LOCATIONS
2 POSTS A DAY USE #RELEASEYOURWARDROBE
SHOOT CAMPAIGN AND EDIT PHOTOS READY TO BE RELEASED
12 MONTHS SINCE LAUNCH DATE REVIEW OF NUMBER OF FOLLOWERS AND ACTIVE USERS
UNVEIL NEW CAMPAIGN FOLLOWING ON FROM THE ORIGINAL FOR 1 YEAR ANNIVERSARY
PREPARE FOR END OF UNIVERSITY YEAR TOUR OF POP-UP SWAP SHOPS IN UNIONS
TOUR UNIVERSITY UNIONS AROUND UK PROVIDING POP-UP SWAP SHOP
PREPARE FOR UNION POP-UP SHOPS AND NEW CONSUMER CAMPAGIN RELEASE
POST DATES OF EACH POP-UP SHOP IN EACH UNIVERSITY POST PICTRUES OF CONSUMERS AT POP-UPS
CREATE BUZZ EMAIL MONTHLY UPDATES COMING TO APP
CARRY ON USING #RELEASEYOURWARD- TEASE END OF YEAR UNIVERSITY ROBE POP-UP SHOPS
POST DATES OF EACH POP-UP SHOP IN EACH UNIVERSITY POST PICTRUES OF CONSUMERS AT POP-UPS REVIEW APP STORE OPTIMISATION COINCIDING WITH POP-UP EVENTS AND ONE-YEAR ANNIVERSARY
UNIVERSITY INFLUENCERS ATTEND POP-UP SHOPS
SNEAK PEEK BEHIND SHOOT LOCATIONS AND NEW CONSUMER CAMPAIGN
BTS OF SHOOT ON STORY
INSTAGRAM STORY TAKEOVER POP-UP EVENTS
MONTHLY UPDATE SENT TO INVESTORS MONTHLY UPDATE SENT TO INVESTORS MONTHLY UPDATE SENT TO INVESTORS
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MARKETING COMMUNICATIONS STRATEGY The following communication strategy integrates both short-term and long-term promotional tactics to entice the target consumer. The promotional procedures used intertwine and support each other to create a well-rounded communications strategy. They are: App Design Development and Launch Party; Consumer Campaign, Pop-Up Events, and Instagram Digital Marketing.
1. 2. APP DESIGN AND LAUNCH PARTY
CONSUMER CAMPAIGN
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3. 4. POP-UP EVENTS
INSTAGRAM DIGITAL MARKETING
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1.
APP DESIGN & LAUNCH PARTY
The app development and subsequent launch party are the most important promotional strategy as they kickstart the following communications strategies. The app was designed with the target consumer in mind, with features that Gen Z are known to love with colourful inclusive edge and an ease to navigate.
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HOME FEED When following or adding other users as friends, you will see their new items for rent on the home feed. When items are returned after being rented, they are placed back on the home feed MESSAGE INBOX Communicate with peers through the private messaging option, whether to just chat, or to facilitate a rental ADD PHOTO Add your own items to your shop through the + icon SEARCH Search for your favourite influencers, friends, or items through the search bar PROFILE Create your ed shop on
own your
brandprofile
RENT BUTTON Choose yourself how long you want to rent an item for, with costs changing accordingly from 3 days to a week. FOLLOW You can follow your favourite profiles to see their items to rent on your feed. FRIEND You can add users as friends to not only see their items to rent on your feed, but to get a notification when new items are added.
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Running alongside the app design development is the organisation of the launch party. The launch party will bring together a chosen list of influencers and University ‘influencers’ to celebrate the launch of the app. The launch party ties into the sustainable brand values and beliefs of re:lease as it is a mass organised clothing swap event – swapping, like renting, prolongs the lifecycle of a piece of clothing. On the walls of the event are phrases such as ‘give clothing a new lease of life’ and ‘In the UK, 235 million garments went to landfill in 2018’ (Batelier, 2018) – for Gen Z, it is important to know they are making a difference to the world. The event location and visual merchandising aligns with the branding, with Gen Z yellow being the core colour of the urban industrial warehouse-like space.
LAUNCH PARTY
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WHERE and WHEN? Central London 30th May 2020
WHAT DOES IT INVOLVE? LETS SWAP! – The event attenders arrive with their one garment to swap, handing this in at the front door. The items are taken inside and arranged on the swap rails built into the industrial piping. The invitees then are given a token to pick up an item in return whilst inside the event.
FRUITY COCKTAILS & PUNCH Free bar serving fruity colourful cocktails in the branding colours, and bowls of punch laid out throughout the space
MUSIC Up-and-coming playing house
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student DJ and garage
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THE STRATEGY OBJECTIVES:
TACTICS:
- To raise awareness of the application on release
- Free influencer promotion, as the launch event will be streamed and documented on their social media channels
- Gain an initial following and influential userbase - Create a buzz and hype to draw in consumers STRATEGY: - Organise an on-brand event space with features that compliment re:lease’s brand values and beliefs - Coordinate an immersive, experiential and collaborative event for attendees
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- Press release issued with fashion magazines after the event, allowing the consumer base to get an insight into the event CHANNEL: - Launch - Instagram and Facebook live video / story takeover - App – Apple App Store and Google Play Store
THE CONSUMER
THE ILLUSTRIOUS INFLUENCER
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The application design development is issued towards Generation Z as a whole as the app is intended for that market. The primary target market for the launch strategy are social media enthusiasts – bloggers and influencers who are attending the party, whilst the secondary consumer are habitual Instagram and Facebook fanatics. The launch event plans to draw in an influencer consumer base whilst gaining traction of Instagram and Facebook users through the live stream and story coverage.
CONCLUSION COSTS: The design and development of the application produce the largest costs of the integrated communications strategy. The costs for the development of the app are around £30,000 as it is a two-platform application rather than single. For the launch party, there will be costs for the venue hire, decorations, drinks, DJ, and staffing. The budget for this launch is between £3000 - £5000. IMPACT AND MEASUREMENT: Despite being a shortterm strategy (6 months), both the development of the app and the app launch party will have a large impact on the brand awareness and engagement. The impact can be measured through app downloads and consequential active users as well as Instagram and Facebook story / live video views.
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APP DEVELOPMENT & LAUNCH TIMELINE DECEMBER 2019
APP DEVELOPMENT - RESEARCH APP DEVELOPMENT COMPANIES, CREATE MOODBOARDS FOR APP DESIGN LAUNCH PARTY - RESEARCH INFLUENCERS AND EVENT SPACES AHEAD OF LAUNCH
JANUARY 2020
APP DEVELOPMENT - MEET APP DEVELOPMENT TEAM AND BEGIN APP CREATION LAUNCH PARTY - CONFIRM EVENT SPACE AND DETERMINE DATE AND TIME FOR LAUNCH
FEBRUARY 2020
APP DEVELOPMENT - REGULARLY MEET WITH TEAM AND OVERLOOK PROCESS LAUNCH PARTY - NETWORK WITH INFLUENCERS TO ATTEND THE SWAP CLOTHING LAUNCH EVENT
MARCH 2020
APP DEVELOPMENT - REVIEW DEVELOPMENT SO FAR AND MAKE ANY NECESSARY CHANGES LAUNCH PARTY - CONFIRM GUESTLIST FOR LAUNCH EVENT
APRIL 2020
APP DEVELOPMENT - APP SHOULD BE NEARING COMPLETION ANY LAST MINUTE CHANGES MADE - APP TESTING LAUNCH PARTY - LAST MINUTE CHANGES MADE - WORK WITH PRESS TO CONFIRM A PRESS RELEASE
MAY 2020
APP DEVELOPMENT - APP LAUNCH AND RELEASE DATE LAUNCH PARTY - APP LAUNCH PARTY
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CONSUMER CAMPAIGN
2.
WHAT IS IT? Alongside the launch of the app, a nationwide consumer campaign will be launched featuring brand ambassadors picked from the core target market - GEN Z. There are three ambassadors, Katie, Izzy and Kris, who are the face of the campaign and are printed on billboards and posters across the country where there is high-traffic and thousands of passers-by daily.
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INDIVIDUALITY. MINIMAL. BUZZ. COMMUNICATION. BOLD. LIVELY.
WHY A CAMPAIGN? A consumer campaign, rather than a influencer campaign was chosen as this reflects our target market and consumer base – a down-to-earth generation Zer looking to expand and share their high-street, mid-market wardrobe. Due to this, in the campaign shots, the ambassadors are wearing clothes that are on their profiles to rent on the app, as it is important to keep the campaign close to our ethos of sharing is caring. Each billboard has a quote that is central to our branding and beliefs; “One-stop borrow shop”, “sharing is caring” and “lease of life”. This type of paid media will in turn create earned media as there will be a hype around the launch and increased word of mouth (Cope and Maloney, 2016).
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THE STRATEGY OBJECTIVES
TACTICS
- Attract and gain attention of passers-by
- Using ‘normal models’ to promote inclusivity and the laid-back ethos of re:lease makes the campaign more affective and relatable to the target consumer
- Interest on-lookers by creating a buzz and hype – there is a sense of curiosity with unknown brand ambassadors - Attraction and interest leads to engagement through app downloads and larger pool of active users STRATEGY - Promote the inclusivity and collaborative nature of re:lease through a series of consumer campaign photos - Create larger brand awareness - Obtain and maintain app users
- Using outdoor and transit advertisement, we are using both traditional and modern advertisement techniques, helping to reach out to a wider target market than just Gen Z - Printed billboards rather than digital as these are more environmentally friendly and can be recycled after use CHANNEL - Outdoor and transit print advertisement in major cities – London, Birmingham, Manchester, Leeds, Liverpool, and Newcastle - Billboards - Posters on busses, trains, tubes and stations
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THE CONSUMER
THE INCLUSIVE CAMPAIGNER
The campaign directly targets the GEN WE cohort of Gen Zers, who actively promote and empower their peers, and campaign for sustainability and green rights. The secondary consumer is not only the total target market but reaches to a wider market of Millennials due to the high volume of impressions it generates.
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CONCLUSION COSTS: The costs for the consumer campaign billboards will be around £2000-£3000 for each city to ensure outdoor billboards and posters are in use for the 6 month period around and after the launch of the app. This equates to around a £12000-£18000 budget. These costs are outweighed, however, with a superior return on investment (ROI) for the brand. IMPACT AND MEASUREMENT: The consumer campaign is anticipated to have a monumental impact as it is bold and striking, therefore attracting the consumers’ eye, triggering interest and desire, which results in app downloads. It is hard to measure the exact footfall and consequential brand awareness and engagement from the billboards. Despite this, the strategy will be measured through app downloads and user engagement within the 6 month agreed period May 2020 – October 2020, as well as traction and follower counts on the consumer brand ambassadors social media and re:lease profile pages. 57
CONSUMER CAMPAIGN TIMELINE DECEMBER 2019
LAUNCH APPEAL TO FIND TARGET MARKET CONSUMERS TO BE FACE OF RE:LEASE CAMPAIGN
JANUARY 2020
ORGANISE INTERVIEWS AND CASTING CALLS
FEBRUARY 2020
FINALISE SHORT-LISTED GROUP OF ‘MODELS’ RESEARCH BILLBOARDS TO USE
MARCH 2020
TEST PHOTOSHOOT MAKE ANY CHANGES TO MODELS / STYLING
APRIL 2020
FINAL PHOTOSHOOT AND EDITING
MAY 2020
BILLBOARDS UNVEILED AROUND COUNTRY - 6 MONTH AGREEMENT
FINALISE LIST OF LOCATIONS TO UNVEIL BILLBOARDS
GET #RELEASEYOURWARDROBE TRENDING
JUNE 2020
INTERVIEWS ORGANISED FOR CONSUMER ‘MODELS’ IN FASHION MAGAZINES SUCH AS VOGUE, MARIE CLAIRE, ELLE, COSMOPOLITAN
JULY 2020
PRESS RELEASE OF CONSUMER CAMPAIGN
AUGUST 2020 58
SEPTEMBER 2020 OCTOBER 2020
CAMPAIGN STARTING TO DIE DOWN BILLBOARDS TAKEN DOWN - 6 MONTHLY AGREEMENT
NOVEMBER 2020 DECEMBER 2020 JANUARY 2021
PREPARE FOR 1 YEAR ANNIVERSARY OF APP LAUNCH AND CONSUMER CAMPAIGN WITH REVITALISED CAMPAIGN
FEBRUARY 2021
IDENTIFY BIGGEST RENTERS AND MOST ACTIVE PROFILES - REACH OUT AND ASK THEM TO BE IN NEXT CAMPAIGN
MARCH 2021
FINALISE LIST OF ‘MODELS’
APRIL 2021
SHOOT CAMPAIGN AND EDIT PHOTOS READY TO BE RELEASED
MAY 2021
UNVEIL NEW CAMPAIGN FOLLOWING ON FROM THE ORIGINAL FOR 1 YEAR ANNIVERSARY
IDENTIFY SHOOT LOCATIONS
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3.
POP-UP EVENTS
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WHAT IS IT? Running alongside strategies 1 and 2, there will be a launch of pop-up swap and rent shops touring the country in University Unions. This strategy is a short-term tactic that lasts for 1-2 months at a time, but is a long-term promotional tactic as it runs twice a year (start and end of university terms) for the foreseeable future. This promotional technique acts as an extension of the launch party swap event, allowing potential consumers to physically swap items, whilst enabling consumers to meet other users in their area. The pop-up events link back to the previous communications strategies, as the university influencers attending the launch party will also attend the pop-up shops in their university union. The dĂŠcor of the pop-up shops will focus around the consumer campaign shots and emulate the dĂŠcor of the app launch party.
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BOLD. BRIGHT. BUZZ. INCLUSIVE. FUN.
HOW DOES IT WORK? 1. 2. 3.
Dates of the pop-up shops posted around campuses, and on re:leases social media sites a month prior to the events. Consumers arrive on the day with as many items as possible to swap, and given the same amount of tokens in return. For renting, consumers bring items that have been uploaded to their profiles. Items are arranged on swap and rent rails in the pop-up. Swap until you drop!
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THE STRATEGY OBJECTIVES
TACTICS
- Increase brand awareness
- Use of pop-up shops to create a “shock and sense of surprise� for the consumer, which drives people to engage in the experience as the shop opens just as rapidly as it closes (Cope and Maloney, 2016)
- Project a fun and inclusive brand image - Expand consumer base and app users STRATEGY - Using pop-ups as a form of personal selling promotion, with personnel from the brand talking directly with consumers to encourage app engagement and interaction - Word-of-mouth marketing on campuses to create a buzz and excitement around the brand and pop-up shops
- Email capture for every attendee to collate an email mailing list for direct marketing - keeping consumers in the know about new updates coming to the app, as well as any promotional materials - Both rental and clothes swap available at the events so there is something for every attendee CHANNEL - The pop-up shops utilise university union spaces around the UK which have a large daily footfall
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THE CONSUMER
THE SAVVY STUDENT
This campaign directly targets the university student, who make up a large proportion of the Gen Z market. The pop-up shops draw in the students who are on a budget yet still want to update their wardrobe to keep up with fashion trends, whilst consuming consciously. These students are also drawn to the experiential and collaborative nature of the events as it offers a place to be sociable and communicate with peers, creating a sense of community.
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CONCLUSION COSTS: The price for a pop-up in a university union is £300 per day. As the initial pop-up tour spreads across 2 months, May-June 2020, the tour will on average visit 20 unions. Therefore the costs per pop-up tour are approximately £6000. The September 2020 tour lasts a singular month, visiting 10 unions, costing £3000. In May-June 2021, there is another cost of £6000. Overall, for the initial 18 months of promotion, the costs for the pop-up events is around £15,000. IMPACT AND MEASUREMENT:
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The pop-up event strategy is expected to have a large promotional impact and received positively by students. It successfully introduces and infiltrates the brand into the student psyche and solidifies the core user base. The strategy can be physically measured through the footfall and impressions within the popup shop and subsequent email captures and app downloads throughout the two month period.
POP-UP EVENTS TIMELINE DECEMBER 2019
PREPARE FOR POP-UP SWAP EVENTS IN UNIVERSITY UNIONS AROUND LAUNCH OF APP
JANUARY 2020 LIASE WITH UNIVERSITY UNIONS AROUND COUNTRY TO ORGANISE EVENT SPACE
FEBRUARY 2020 MARCH 2020
ORGANISE ALL DECORATIONS AND MATERIALS NEEDED FOR EVENTS
APRIL 2020
LAST MINUTE CHANGES MADE TO ORGANISATION
MAY 2020 UNIVETSITY UNION POP-UP SWAP SHOP TOURING COUNTRY
JUNE 2020 JULY 2020 AUGUST 2020
PREPARE FOR FRESHERS WEEK POP-UP SHOPS
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SEPTEMBER 2020
TOUR UNIVERSITY UNIONS AROUND UK PROVIDING POP-UP SWAP SHOP
OCTOBER 2020 NOVEMBER 2020 DECEMBER 2020 JANUARY 2021 FEBRUARY 2021 MARCH 2021 APRIL 2021
PREPARE FOR END OF UNIVERSITY YEAR TOUR OF POP-UP SWAP SHOPS IN UNIONS
MAY 2021
TOUR UNIVERSITY UNIONS AROUND UK PROVIDING POP-UP SWAP SHOP 69
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#RELEASEYOURWARDROBE
INSTAGRAM DIGITAL MARKETING
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4.
WHAT IS IT? Across the whole 18 month promotional timeline will run a digital marketing strategy on a similar platform, Instagram. Instagram has similar demographics to re:leases target market – generation Z individuals, particularly 16-24 year olds. Instagram has over 200 million active users of which 53% are between the ages 18-29 and has a near 50:50 split in genders, therefore can be hugely lucrative for re:leases promotion if used successfully (Walton, 2015). This strategy utilises Instagram through both organic advertising on re:leases own profile, as well as paid advertising on feeds. This strategy supports the previous communications strategies as it allows the launch event to be streamed, pop-up information is shared and the consumer campaign pictures are posted with follow-up interviews. An Instagram hashtag will be used on every post to gain traction and create a community on the platform - #RELEASEYOURWARDROBE
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THE STRATEGY OBJECTIVES
TACTICS
- Increase brand awareness and presence
- Build and sustain relationships with consumers through informal chatty nature of Instagram
- Project a fun, inclusive and sustainable brand image - Acquire new consumers - Maintain existing consumers STRATEGY - Create a communal space for users to easily interact with the brand - Build relationships and sustain with consumers through informal nature of Instagram - Using paid advertising to attract target consumers as they are 2/3 more likely to make a ‘purchase’ through social media advertisement (Commscope, 2017).
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- Post daily - Habitually use #RELEASEYOURWARDROBE - Maintain an aesthetically pleasing feed - Tease posts from events and campaigns - Post pictures of most popular items and stores CHANNEL - Social media app - Instagram
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THE CONSUMER
THE SOCIAL BUTTERFLY
As this communications strategy is solely through the use of Instagram, the core consumer is an avid Instagram user who regularly engages with other users by posting and commenting on pictures. They spend more than the average amount of time a day on social media sites and are always finding new profiles to follow.
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CONCLUSION COSTS: For the native and organic Instagram advertising, there are minimal costs as the platform is free to use. There are costs, however, for the paid digital advertising and sponsored posts. The average cost for cost per click (CPC) on Instagram is 52p (Karlson, 2018). For the 18 month timeline, the budget for Instagram paid advertising is £10,000 – approximately 19,230 CPC. IMPACT AND MEASUREMENT: Utilising Instagram both organically and through paid advertising will have a large impression on brand awareness and consumer acquisition and retention due to Instagram having similar demographics to our target market. This impact can be quantitatively measured through follower counts, in addition to the frequency and volume of consumer engagement with organic posts. Paid advertisements can be measured by the amount of clicks per day, clicks leading to app downloads or direct rentals. 77
INSTAGRAM DIGITAL MARKETING TIMELINE DECEMBER 2019
SET UP BUSINESS INSTAGRAM ‘RE:LEASE’
JANUARY 2020 FOLLOW INFLUENCERS AND CONSUMERS FROM TARGET MARKET TO CREATE BUZZ ARUOND THE RELEASE
FEBRUARY 2020 MARCH 2020
POST TEST TEASER PHOTOS OF CONSUMER CAMPAIGN USE #RELEASEYOURWARDROBE ON POSTS
APRIL 2020
COUNTDOWN TO RELEASE OF THE APP
MAY 2020
POST CAMPAIGN PHOTOS AND APP DESIGN PICTURES
BUILD FOLLOWING READY TO MOVE OVER TO APP ONCE RELEASED
POST DATES OF UNION POP-UP SWAP SHOPS AROUND UK TAG EVERY PHOTO #RELEASEYOURWARDROBE
JUNE 2020
POST PICTURES OF ITEMS FOR RENT
JULY 2020
ORGANISE PAID DIGITAL ADVERTISING ON INSTAGRAM FEEDS
POST PICTURES OF CAMPAIGN ‘MODELS’ SHOPS AND MINI INTERVIEWS
PUSH #RELEASEYOURWARDROBE
AUGUST 2020
2 POSTS A DAY PUSH #RELEASEYOURWARDROBE 78
SEPTEMBER 2020
POST LISTS OF DATES AND LOCATIONS OF POP-UP UNION SHOPS
OCTOBER 2020 2 POSTS A DAY - PUSH FOR FESTIVE RENTALS ENCOURAGE #RELEASEYOURWARDROBE
NOVEMBER 2020 DECEMBER 2020
PAID ADVERTISING PUSHED BEFORE CHRISTMAS
JANUARY 2021
REVIEW
POST PICTURES OF MOST POPULAR RENTALS IN FESTIVE PERIOD TO DRAW IN MORE CONSUMERS
REVIEW ENGAGEMENT AND SEE WHICH PICTURES ARE GAINING THE MOST ATTRACTION AND MAKE CHANGES ON THIS
FEBRUARY 2021 2 POSTS A DAY USE #RELEASEYOURWARDROBE
MARCH 2021 APRIL 2021
PREPARE FOR UNION POP-UP SHOPS AND NEW CONSUMER CAMPAGIN RELEASE CREATE BUZZ
MAY 2021
POST DATES OF EACH POP-UP SHOP IN EACH UNIVERSITY POST PICTRUES OF CONSUMERS AT POP-UPS 79
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re:lease Re:lease is built around sustainable values and convenience. We have removed the barriers of attaining sustainable clothing, and provided younger consumers with a chance to consume consciously without altering their love for fashion. We aim to combat negative preconceptions towards second-hand clothing and renting, and hope to replace mindless consumption with a sustainable equivalent. Our platform delivers an inclusive space for lost youngsters to communicate and collaborate with likewise individuals, and our communication strategies reflect this.
We give clothing a new lease of life by sharing and caring for the environment.
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Page 24: Correa, A. 2019. Y2K Party: Design Capsule S/S 20. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83238/page/1 Owen, S., and Hurip, N. 2019. Lisbon Now: Spring 2019. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/82720/page/1 Park, M. 2019. California Dreaming: Design Capsule S/S 20. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83532/page/1 Park, M. 2019. California Dreaming: Design Capsule S/S 20. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83532/page/1 Pinterest. 2018. Gen Z Fashion. [Online]. [Accessed 10th December 2018]. Available from: https://www.pinterest.co.uk/lottimartinfull/major-project-research/gen-z-fashion/ Correa, A. 2019. Y2K Party: Design Capsule S/S 20. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83238/page/1 Lambers, S. 2019. Berlin City Guide. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/52591/page/1 Wharton, I., and Ross, A. Hyères Festival 2019: Men Apparel. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83587/page/1 Page 25: Lambers, S. 2019. Berlin City Guide. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/52591/page/1 Howard, F. 2019. Antwerp City Guide. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/52234/page/1 Park, M. 2019. SXSW 2019: Young Women Apparel. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83163/page/1 Craggs, H. 2019. The Layered Club-Kid Shirt. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83574/page/1 Park, M. 2019. The Festival Cut & Sew. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83349/page/1 Correa, A. 2019. Y2K Party: Footwear Design Capsule S/S 20. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83237/page/1 Pinterest. 2018. Gen Z Fashion. [Online]. [Accessed 10th December 2018]. Available from: https://www.pinterest.co.uk/lottimartinfull/major-project-research/gen-z-fashion/ Page 27: Marian, P. 2019. The High-Velocity Consumer. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/assets/marketing/emails/2018/TheHighVelocityConsumer/ wp/WGSN_The_High_Velocity_Consumer_digital_en.pdf Maggioni, S. 2019. Buyers’ Briefing Newness S/S 20: Womenswear Colour. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83089/ page/1 87
IMAGE REFERENCE LIST Correa, A. 2019. Prom Night S/S 20: Accessories Design Capsule. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83450/page/1 Page 38: Saunter, L. 2017. Gen Z Yellow: Store Design and VM Trend. WGSN. [Online]. [Accessed 10th November 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/75762/page/2 [edited by author] DesignStudio. 2018. Depop. [Online]. [Accessed 10th December 2018]. Available from: https://design.studio/work/depop Page 39: [edited by author] Mau, D. 2018. Go inside depop’s first brick-and-mortar store, which won’t make any money. Fashionista. [Online]. [Accessed 12th March 2019]. Available from: https:// fashionista.com/2018/03/depop-resale-app-physical-store-pop-ups [edited by author] I Download Blog. 2017. 330 fraudulent trading apps culled from App Store and Play Store globally. [Online]. [Accessed 1st December 2018]. Available from: https:// www.idownloadblog.com/2017/08/01/330-fraudulent-trading-apps-culled-from-app-store-andplay-store/ Pinterest. 2018. Gen Z Fashion. [Online]. [Accessed 10th December 2018]. Available from: https://www.pinterest.co.uk/lottimartinfull/major-project-research/gen-z-fashion/ Page 42: All: Saunter, L. 2017. Gen Z Yellow: Store Design and VM Trend. WGSN. [Online]. [Accessed 10th November 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/75762/page/2 Page 45: Ross, A. 2019. Premium & Seek A/W 19/20: Womenswear. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/82336/page/1 Page 46: Ross, A. 2019. Premium & Seek A/W 19/20: Womenswear. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/82336/page/1 Page 47: Lambers, S. 2019. Berlin City Guide. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/52591/page/1 Maggioni, S. 2019. Buyers’ Briefing Newness S/S 20: Womenswear Details. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83091/ page/1 Page 48: Saunter, L. 2017. Gen Z Yellow: Store Design and VM Trend. WGSN. [Online]. [Accessed 10th November 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/75762/page/2 Maggioni, S. 2019. Buyers’ Briefing Newness S/S 20: Womenswear Colour. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83089/ page/1 88
Page 50: [edited by author] DesignStudio. 2018. Depop. [Online]. [Accessed 10th December 2018]. Available from: https://design.studio/work/depop Page 53: Paget, N., and Gilbey, D. 2019. Buyers’ Briefing Newness S/S 20: Colour & Print. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83222/page/1 Maggioni, S. 2019. Buyers’ Briefing Newness S/S 20: Womenswear Details. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83091/ page/1 Page 54: [edited by author] Behance. 2018. London Underground Advertising Screen Mock-up. [Accessed 10th December 2018]. Available from: https://www.behance.net/gallery/28951737/Free-LondonUnderground-Ad-Screen-Mockup Page 55: [edited by author] Leeds University Union. 2019. Media Pack. [Online]. [Accessed 8th May 2019]. Available from: https://edit.luu.org.uk/media/6152/media-pack.pdf Page 56: WGSN. 2019. Fashion Feed. [Online]. [Accessed 6th May 2019]. Available from: https://www. wgsn.com/content/feed/ West, T. 2019. Dear brands: please stop selling us your activism. LsN Global. [Online]. [Accessed 6th May 2019]. Available from: https://www.lsnglobal.com/fashion/article/23753/ dear-brands-please-stop-selling-us-your-activism Sturch, K. 2019. Dance Dystopia: Accessories Design Capsule S/S 20. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83298/ page/1 Page 57: [edited by author] DesignStudio. 2018. Depop. [Online]. [Accessed 10th December 2018]. Available from: https://design.studio/work/depop Park, M. 2019. California Dreaming: Design Capsule S/S 20. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83532/page/1 Page 60: [edited by author] Mau, D. 2018. Go inside depop’s first brick-and-mortar store, which won’t make any money. Fashionista. [Online]. [Accessed 12th March 2019]. Available from: https:// fashionista.com/2018/03/depop-resale-app-physical-store-pop-ups Page 61: [edited by author] Sutherland, E. 2018. The trio behind Gen Z shopping community Depop. Drapers. [Online]. [Accessed 12th March 2019]. Available from: https://www.drapersonline. com/people/the-drapers-interview/the-trio-behind-gen-z-shopping-community-depop/7032662.article 89
IMAGE REFERENCE LIST Page 63: Directo-Meston, D. 2018. Depop’s First-Ever IRL Space in Silver Lake Houses a Photo Studio, Party-Ready Lights, and More. UncoverLA. [Online]. [Accessed 12th March 2019]. Available from: https://uncoverla.com/2018/03/27/depop-first-offline-space-photo-studio-opens-silverlake-la/ Directo-Meston, D. 2018. Depop’s First-Ever IRL Space in Silver Lake Houses a Photo Studio, Party-Ready Lights, and More. UncoverLA. [Online]. [Accessed 12th March 2019]. Available from: https://uncoverla.com/2018/03/27/depop-first-offline-space-photo-studio-opens-silverlake-la/ Sutherland, E. 2018. The trio behind Gen Z shopping community Depop. Drapers. [Online]. [Accessed 12th March 2019]. Available from: https://www.drapersonline.com/people/the-drapers-interview/the-trio-behind-gen-z-shopping-community-depop/7032662.article Page 64: Leeds University Union. 2019. Media Pack. [Online]. [Accessed 8th May 2019]. Available from: https://edit.luu.org.uk/media/6152/media-pack.pdf Page 66: Pause Mag. 2019. Home. [Online]. [Accessed 10th May 2019]. Available from: https://pausemag.co.uk/page/479/ Page 67: [edited by author] Sutherland, E. 2018. The trio behind Gen Z shopping community Depop. Drapers. [Online]. [Accessed 12th March 2019]. Available from: https://www.drapersonline. com/people/the-drapers-interview/the-trio-behind-gen-z-shopping-community-depop/7032662.article [edited by author] Mau, D. 2018. Go inside depop’s first brick-and-mortar store, which won’t make any money. Fashionista. [Online]. [Accessed 12th March 2019]. Available from: https:// fashionista.com/2018/03/depop-resale-app-physical-store-pop-ups Page 70: Der, L. 2019. Free iMockup – iMac, iPhone, Macbook Pro. Behance. [Online]. [Accessed 6th May 2019]. Available from: www.behance.net/gallery/40652635/Free-iMockup-iMac-iPhone-MacBook-pro Page 72-73 Iphone: [edited by author] I Download Blog. 2017. 330 fraudulent trading apps culled from App Store and Play Store globally. [Online]. [Accessed 1st December 2018]. Available from: https:// www.idownloadblog.com/2017/08/01/330-fraudulent-trading-apps-culled-from-app-store-andplay-store/ Images within Iphone: Pinterest. 2018. Gen Z Fashion. [Online]. [Accessed 10th December 2018]. Available from: https://www.pinterest.co.uk/lottimartinfull/major-project-research/gen-z-fashion/
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Page 75: Correa, A. 2019. Collection Review: Young Women’s Key Items A/W 19/20 – Accessories. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/ board_viewer/#/83033/page/3 Shin, J., and Saunter, L. 2019. Gen Z: Building New Beauty. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83181/page/1 Page 76: Shin, J., and Saunter, L. 2019. Gen Z: Building New Beauty. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83181/page/1 Maggioni, S. 2019. Buyers’ Briefing Newness S/S 20: Womenswear Details. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83091/ page/1 Page 77: Shin, J., and Saunter, L. 2019. Gen Z: Building New Beauty. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83181/page/1 Page 96: Thomas, J. 2018. Mellow Yellow: Earthy, baked and retro. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/blogs/mellow-yellow-earthy-baked-and-retro/ Page 98: Boddy, J., and Tebbutt, L. 2019. Global Colour S/S 21. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83155/page/1 Boddy, J, 2019. Colour Evolution S/S 21. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83170/page/3 Page 99: All: Boddy, J, 2019. Colour Evolution S/S 21. WGSN. [Online]. [Accessed 5th May 2019]. Available from: https://www.wgsn.com/content/board_viewer/#/83170/page/3 Page 103: Alberti, E. 2019. Depop Video Feature. [Online]. [Accessed 12th May 2019]. Available from: http://eliaalberti.com/portfolio/depop-video-recording-feature-case-study/ Page 109: Dawood, S. 2017. Online shop Depop rebrands to take on “f*ck it” attitude. Design Week. [Online]. [Accessed 2nd December 2018]. Available from: https://www.designweek.co.uk/issues/24-30-july-2017/online-shop-depop-rebrands-take-fck-attitude/ Dawood, S. 2017. Online shop Depop rebrands to take on “f*ck it” attitude. Design Week. [Online]. [Accessed 2nd December 2018]. Available from: https://www.designweek.co.uk/issues/24-30-july-2017/online-shop-depop-rebrands-take-fck-attitude/ King In Exile. 2018. 6 ways to turn a brand into a household name. [Online]. [Accessed 13th December 2018]. Available from: https://www.kinginexile.com/6-ways-to-turn-a-brand-into-ahousehold-name/
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APPENDIX A. BRANDING
re:lease NAME The branding of the rental app was the most important decision that had to be made. Not only the brand name, but the mission statement, values, beliefs and colour palette of the brand all had to appeal to the target market – gen Z. For re:lease, the branding differentiates the service from competitors and helps to portray its “unique product attribute or benefit� (Yan et al., 2010, p.153), as well as representing the positive values of the brand whilst building a brand image (Bao Shao and Rivers, 2008). For the brand name, it was vital to make the service of the mobile app clear, with the user understanding that the service is both rental and sustainable.
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ACTION RENT HIRE LEASE BORROW LEND SECOND-HAND COLLABORATIVE USE SHARED THRIFT THRIFTY WEAR
WHAT?
WHO? PEER FRIEND MATE PAL
CLOTHES FASHION URBAN COOL EDGY GARM WEARS STYLE
LIST OF POTENTIAL BRAND NAMES RETHREAD GARMLEND GARMHIRE COLLAB. SECOND STYLE BORROW STYLE SHARED STYLE BORROW SHOP RE:LEASE
WEAR AND SHARE STREETHIRE CLOTHING COLLAB COLLAB CLOTHES RENT THE STREET PEER HIRE STREET STREET PEER LEND2PEER
Before developing re:lease as the brand name, a brainstorming activity took place, dividing words associated with the action of the service, who would use it, and what it offers (see table above). From this, a list of names were compiled (see list above) before four names were shortlisted – Collab., Collab Clothing, Streethire, and Re:lease. Whilst all of these names successfully related to either sustainability/collaborative consumption or renting – only one, re:lease, linked both together. Re:lease is a play on words, as release suggests an announcement of a new product or service, whilst lease is a synonym for renting and re-leasing is habitually leasing out items. Furthermore, the ‘re’ has links to sustainability through recycling or reusing. Therefore, the brand name efficaciously describes the service whilst linking 93 principles. it to its core
NAME AND FONT EXPERIMENTATION
collab. ™
streethire.™
collab.™
streethire.™
collab. ™
streethire. ™
collab clothing.™ collab clothing.™ collab clothing. ™
re:lease™ re:lease™ re:lease™
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MISSION STATEMENT Re:lease’s mission statement, “to give clothing a new lease of life, by sharing and caring for the environment”, was carefully carved in order to provide customers, stakeholders, employees, suppliers and even competitors, with a statement about the brands purpose and beliefs (Easey, 2009). The mission statement needed to perfectly reiterate the brand name and its purpose so that either could stand alone and be understood. The words sharing and lease link to the core product, the physical rental app, whilst caring for the environment links to the brands augmented product, the sustainable values through combatting fast fashion.
TAG-LINE Tag-lines, likewise to the mission statement, are used to reaffirm the brand values and create a brand narrative that “capture the essence of the brand…in a handful of words” (Guyer, 2006, p.1). When inducted correctly, taglines can be used as a marketing strategy as they are often as well known as the brand name. The tag-line, “One-Stop Borrow Shop”, portrays the service offering in a catchy slogan, conveying the value proposition to the consumer (Kolowich, 2018).
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COLOURS & MOOD The role of colour in branding is imperative as colours can psychologically trigger emotions in consumers such as hunger (red) or trust (blue) (Dzhingarov, 2018). Furthermore, colours help consumers with brand recall as it “forges a mental connection” (Dzhingarov, 2018) and is often the first thing a consumer remembers about a brand. Due to this, it was crucial to
deliver a colour palette that not only resonated with the target market but would trigger emotions such as positivity. Initially, the key colour for re:lease was Gen Z yellow as research suggested it stole the spotlight in 2018, as younger generations connected positive and comforting feelings about brands utilising yellow – Snapchat, Bumble and
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McDonalds (Saunter, 2017). However, as the release of re:lease would be in 2020, it was important to make sure that yellow was still a core colour. Moving on from 2018, yellow was still one of the “fastest growing colour for S/S19” (Lynch, 2019), and for S/S20, according to WGSN and Coloro, bright yellow makes way for ‘mellow yellow’ which is “still largely driven by the younger generation” (Thomas, 2018).
GEN Z YELLOW = BOLD, HAPPY, POSTIVE, COMFORTING
BLACK TYPE = R:L CLEARLY STANDS FOR THE BRANDS NAME
CORE COLOURBLACK
COMPLIMENTARY COLOUR- ROYAL BLUE
COMPLIMENTARY COLOUR- ‘JUICY ORANGE’ COLOUR OF 2019
]
COLOUR RANGE APPEALS TO BOTH GENDERS
CORE COLOUR MUSTARD ‘GEN Z’ YELLOW
COMPLIMENTARY COLOUR- BRIGHT GREEN LINKS TO SUSTAINABILITY VALUES
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Due to this, the core colour remained the same throughout the development process, as Gen Z yellow is “not restricted to one shade” (Thomas, 2018). With yellow being the “strongest colour psychologically” (Thomas, 2018), it grabs attention of consumers with emotions of happiness and positivity ensued (Stewart, 2018). The complementary colours, orange, green and blue have been chosen not only for their gender-neutral appeal, but for being core colours through S/S 20 – S/S 21 (Boddy, 2019).
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BRAND INDENTITY PRISM
BUSINESS
-
Fun Caring Social Happy
EXTERNALLY
CULTURE
RELATIONSHIP - Community - Collaborative - Supportive - “To give clothing a new lease of life by sharing and caring for the environment”
- Environmental conciousness - Inclusvity - Convenience - Individuality
SELF-IMAGE
REFLECTION -
Inclusive Collaborative Youthful Consciousness
CONSUMER
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-
Self-empowered Consciously consuming Caring Part of a community Fashionable Selfless
INTERNALLY
- Mobile application - Social media platform - Individual shop - Gender-neutral
PERSONALITY
PHYSIQUE
B. APP DESIGN
- 96% OF GEN Z OWN SMARTPHONES - 74% OF THEIR TIME IS SPENT ONLINE - GEN ZERS AGED 18-22 CHECK THEIR PHONE 30+ AN HOUR - SMARTPHONE USAGE IS UP 78% COMPARED TO LAPTOPS/DESKTOPS UP 42% (Commscope, 2017)
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App design is crucial for Generation Zers, who demand streamlined and perfected apps – if they are slow and clunky they will never be successful in this generational market - According to IBM: “62 % will not use apps or websites that are difficult to navigate and 60 percent will not use apps or websites that are slow to load” (IBM, 2017). Apps designed for Generation Z are successful if fun, focus on usability, convenient, allow social in-app communication and have a positive brand image (Valentine, 2018). For this cohort, it is simple over complicated that draw their attention, therefore the re:lease app is basic yet fun and functional, and allows for in-app communication – it is both a shopping app and social media app. Furthermore, as Generation Z individuals are drawn to apps that are simply designed, they prefer a generalised navigation bar and app design that boasts familiar layouts and buttons (Yeeply, 2018). Thus, re:lease uses home, profile, message and search buttons which can be seen on competitor apps such as Instagram and Depop.
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C. INTEGRATED MARKETING PLAN
The marketing communications strategies need to be integrated and all work together to deliver the strongest promotional push for the brand by “reinforcing the brand name and the main points of product differentiation� (Kotler et al., 2013, p.637). Therefore, both long and short term strategies are implemented in order to keep the interest of the target market. Both experiential marketing and traditional marketing tactics are employed to attract and maintain the consumer. Across is a diagram illustrating the integrated marketing communications strategies.
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INSTAGRAM STORIES INFLUENCER MARKETING
INSTAGRAM DIGITAL MARKETING
APP DEVELOPMENT
POP-UP UNIVERSITY EVENTS
APP LAUNCH PARTY
CONSUMER CAMPAIGN APP STORE OTIMISATION
EMAIL MARKETING
= CORE COMMUNICATIONS STRATEGIES 105
D. COMMUNICATIONS STRATEGIES 1. APP LAUNCH PARTY The launch of the re:lease mobile application is in line with a launch event that draws in Gen Z influencers, the consumer campaign ‘models’ and chosen University ambassadors. The launch event is focused on influencers rather than the general public as this creates a buzz on social media sites, and generates excitement for the public to attend the comparable pop-up events. Furthermore, as the event is an organised clothing swap, it is vital to have a curated guestlist so there are no surprises on the night. In order to capture the attention of this target market, it was important to make the event somewhat experiential as Gen Z are more likely to spend their money and time on experiences, especially ones that can be shared on social medias (Assaf, 2019). Gen Zers often look at events from a socially good perspective – they are worried about the environment and “not only want to make a difference, but to see the impact of that difference” hence the sustainable values of the brand being pushed through writing on the walls throughout the event (Assaf, 2019).
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2. CONSUMER CAMPAIGN The billboard campaign features ambassadors from the target market rather than celebrity and influencer ambassadors which have previously proved to be very successful (Cope and Maloney, 2017). The young, unknown consumers have been chosen for the face of the campaign as re:lease not only aims to provide mid-market and highstreet affordable clothing, but associates itself with inclusivity, whereas celebrity campaigns echo exclusivity. Furthermore, 84% of Gen Z consumers “trust companies that put real customers in their ad campaigns” (Scacca, 2019), therefore this is the most lucrative way to appeal to this cohort. The consumer campaign is distributed via traditional billboard and OOH (out-ofthe-home) advertising through which consumers are “17% more likely to engage with brands” (Inman, 2019). This paid media advertising is successful in improving brand awareness levels through repeat exposure, especially with 6-monthly or annual billboard agreements (Inman, 2019). This paid media effectively creates earned media through increased word of mouth marketing that is prominent in the Gen Z cohort (Cope and Maloney, 2016). 107
CAMPAIGN The success of consumer and billboard campaigns can be seen through competitor, Depop and DesignStudio’s recent global campaign featuring “creatives, ‘proudly’ individual and entrepreneurial” customers (Feeley, 2018). Re:lease takes inspiration from this campaign as it too aims to highlight the inclusive and diverse community as a “driving force” (Feeley, 2018) alongside the added bonus of the sustainable values and positive actions of the rental concept.
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3. POP-UP EVENTS Despite Gen Z being digital natives, a large proportion of the cohort still engage in and enjoy physical brick-andmortar stores, however “more than two-thirds use their phones in-store to search for potential purchases” (Bee, 2019), suggesting that a mix between ecommerce and physical shopping is attractive to this consumer base. Therefore, a pop-up event that is facilitated through downloading and consequential use of the app, in a physical retail environment, is an ideal marketing strategy to attract this market. Pop-up events are a form of experiential marketing as they are about “shock and awe” as well as direct selling marketing through “direct contact with consumers” which in turn increases sales (Inphantry, 2019). Due to the sense of surprise, pop-up shops are often satisfy consumers needs by attracting them, increasing interest and desire, before they ultimately act on this by involving themselves in the event (Posner, 2015). For Gen Z, whose attention span lasts for approximately 8 seconds (Miller Cole, 2019), pop-up shops are ideal for increasing brand awareness and engagement as the fear of missing out (FOMO) drive people to engage with the brand as the event opens just as rapidly as it closes (Cope and Maloney, 2016).
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4. INSTAGRAM DIGITAL MARKETING Instagram is a rewarding promotional tool that can be utilised for both organic and paid digital marketing, as it has a similar market to re:lease – 90% of Gen Z use Instagram at least once a month (Christie, 2019). Furthermore, 70% of Gen Z “prefer brands to contact them about new products through Instagram” (Christie, 2019) and a large majority (80%) are influenced by social medias when making a purchase (Salpini, 2017). Due to this, re:lease utilises the natural promotional nature of Instagram to reach the target market. According to Anderson (2019), “paid advertising is one of the best ways to bring in new customers, get leads and increase brand awareness”. For cost per click (CPC) ads, consumers are 50% more likely to make a purchase or engage with the brand than organic visitors (Anderson, 2019). However, the paid advertisements must be succinct and eye-catching to attract this cohort, and not be seen to be directly marketing – which can put this generation off (Patel, 2017).
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