MISSGUIDED’S S18
‘UPLOAD & DRESS UP’ VIRTUAL DRESSING ROOM APP FEATURE
STRATEGIC & PROMOTIONAL DOCUMENT
LUCIE WILSON
CONTENTS
01 / BRAND ANALYSIS 03 / CONCEPT 05 / RESEARCH 11 / TARGET AUDIENCE 13 / OBJECTIVES 15 / LAUNCH DATE 17 / BRAND STRATEGY 35 / LOGISTICS 37 / PROMOTIONAL TIMELINE 39 / REFERENCE LIST
BRAND ANALYSIS
Our mission is to empower females globally to be confident in themselves and be who they want to be. Missguided is a bold, straight talking and forward thinking fashion brand inspired by real life that aims to do exactly that. Everything we create is informed by our customer along with global influences like social media, street style, and popular culture, creating a destination that delivers and encompasses everything it means to be a girl on the go in the world today. We create looks designed by in-house talent that’s made to equip millennial women with the fashion they need for all elements of their life And since our aim is all about empowerment, we make it easy for everyone by making our product affordable, (Missguided, 2018).
Missguided is a fast fashion women’s clothing brand which first launched in 2009 as an online e-tailer specialising in unique and on-trend styles for female millennials today. The brands mission focuses on embracing the female-forward movement and empowering women to be who they want to be. Over the years the brand has become renowned amongst its target market and has gained popularity on instagram with 2.5 million followers recorded on the 12th of april 2018.
Its success has resulted in it expanding into concessions at selected selfridges stores and opening two of its official flagship stores in the UK. As well as this in 2016 Missguided launched its official ios shopping app with its digital award winning ‘swipe to hyype’ feature, which mimics THE DATING APP TINDER WITH ITS ‘swipe right’ for approval, BUT with CLOTHING. ‘The revenue run rate of the Missguided app went from £0 to £30 million within 4 months’,
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Concept
The feature will require consumers to upload a full-length photo of themselves to the app, in which it will then use augmented reality technology to analyse an individual’s body shape and personal characteristics. from this the feature will then automatically recommend and customise styles based on these aspects. Consumers can then ‘digitally’ try on and swipe
The concept for my project is based on
through various outfits on their own uploaded silhouettes, in which they can also define the
integrating a virtual dressing room
type of styles they are looking for and type in their favourite key looks. Consumers will
feature to Missguided’s current IOS shopping
then be able to adD ANY items they like to their wish-list and review at a later date, or
app, which will be called ‘Upload and Dress Up’. The ‘USP’ and
‘upload & Dress Up’
they can add items to their checkout basket to proceed with making a purchase.
purpose of this feature is to provide Missguided’s target audience with a more per-
#Missguided
sonalised and engaging online shopping experence, which will focus on tailoring fashion to meet the needs and desires of individual consumers in the aim to provide them with an exclusive and interactive online shopping service.
Its Appen’in! 03
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RESEARCH
We expect personalisation to be one of the major themes in the fashion industry next year. Fashion companies will deliver personalisation in many forms from more customised products, to curated recommendations, to communications and storytelling that connects to individuals, (THE STATE OF FASHION, 2018).
predicted by ‘The State of Fashion 2018’ these are four of the key trends set to rise in the fashion industry this year. The concept of launching the ‘Upload & Dress Up’ app feature will focus on reflecting upon these key trends in terms of aiming to provide Missguided’s target audience with
Image Credit: The State of Fashion 2018
a more personalised, interactive and convenient online shopping experience via its app.
Image Credit: The State of Fashion 2018
‘The global fashion industry is moving into a decisive phase of digital adoption by the mainstream consumer, and online sales of apparel and footwear is projected to grow rapidly (Exhibit 3) not the least in emerging markets’, (The STATE OF FASHION, 2018).
Image Credit: The State of Fashion 2018
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lauterborn’s 4 c’s of digital
@Missguided
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oNLINE AUDIT
434K FOLLOWERS ON TWITTER
2.5M FOLLOWERS ON INSTAGRAM
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Target Audience
With the rise of the trend ‘mobile obsessed’ set to be a major
Female millennials Aged 18-30
focus this year in 2018 the ‘Upload & Dress Up’ app feature will aim to attract Missguided’s target audience (females aged 18-30) who are part of this generation. The feature will provide an
* Digitally aware and inspired by the latest tech / digital innovations
exclusive, personalised and fun way to ‘digitally’ try on clothes,
* Social media savvy and likes to in which consumers can access all in the ease and convenience of using their smartphone. With this being said these elements
post content online based on their personal lifestyle and fashion sense
will aim to gain the attention of this ‘digitally led’ target
* Likes to follow the latest fashion, audience in the aim for it to become a talking point amongst
beauty trends and style inspiration
friendship groups and other users socialising online that also fall within this target market.
* Follows many favorited celebs, models and micro influencers on social media
* Loves to browse and shop online for fast fashion and unique niche brands
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create intimacy with people &
OBJECTIVES
platforms
desrired Outcomes:
* Raise further awareness of Missguided’s app and increase consumer engagement
INSPIRE DIGITAL CREATIVITY
‘upLOAD & DRESS UP’
* Provide a unique & interactive online shopping journey
* become a talking point amongst target consumers
* to be ‘digitally’ one step ahead of competitors
* Tailor styles to meet the needs & desires of individual consumers
* drive more sales via the app
* Increase Missguided’s market share
* Continue to build brand loyalty
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‘upload & dress up’ launch date the ‘upload & dress up’ app feature will be launched on saturday the 30th of June 2018 as this tends to be a period of when the excitement for Summer usually begins and much of the younger generation are planning to go on holiday. With this in mind, many millennials are on the lookout for new holiday attire around this time and desire new styles and fashion inspiration to help them get prepared for strutting their stuff in the sun. Therefore, the
30th june 2018
summery vibe of late june into earlY july IS the perfect opportunity to launch a unique and exciting DIGITAL DRESSING ROOM FEATURE, to assist with making the build-up of shopping for holiday clothing even more exciting and fun.
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BRAND STRATEGY
TACTICS pRE LAUNCH
# It’s aPPEN’IN
In terms of Missguided’s marketing strategy for The tactics that will be used for
Launching the ‘Upload & Dress Up’ app feature, a slow
‘Pre-launch’ will consist of posting engaging visual content and on-going
promotional strategy will
teasers relating to the ‘Upload & Dress Up’
be used in the aim to build a
app feature. these will be featured on all of
connection with its target
missguided’s social media platforms and current app. The content will focus on
audience and create on-going hype.
capturing Missguided’s female forward brand values and focus on appealing to the taste of its target audience by featuring playful graphics, pink and pastel inpsired colours as well as rememberable hashtags and millennial ‘slang’ terminology.
@mISSGUIDED 17
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pre-launch tactics animated gif teasers
Animated GIFs are ideal for marketing your products online as they can show off the kind of details that will entice shoppers to buy. It also gives your audience a chance to take a closer look at your item since they do a fantastic job in highlighting its features and benefits, (social report, 2018).
in the lead up to launching the ‘upload & dress up’ app feature various animated gifs will also be featured on all social media platforms and missguided’s current app to help build further hype and intrigue target consumers. missguided regularly posts animated gif content on its social media platforms to build up the excitement to its launches and to promote special offers. this type of moving visual content is a unique promotional tool to help engage target consumers and promote a fun and playful tone of voice, which suits and relates to missguided’s female millennial target audience. this type of content is also a unique promotional tool that missguided can continue using to help stand out from its competitors.
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PRE LAUNCH Micro Influencers
Jenah Yamamoto @ Gypsyone
Jenah yamamoto is a young female Various micro influencers will also help build hype online by posting engaging model and blogger who has become visual content on ‘Instagram’ in the lead up to launching the ‘Upload & Dress Up’ renowned on instagram for her inspiring app feature. The influencers will include some of the girls who have previously photography, travels and personal collaborated with Missguided and are part of the ‘#Babes of Missguided’ many lifestyle and fashion inspiration. jENAH of which are body activists, inspiring bloggers and models who embrace feminism HAS pREVIOUSLY FEATURED IN MISSGUIDED’S and encourage women to be who they want to be. K ‘ EEP ON bEING YOU’ CAMPAIGN, WHICH FOCUSEd ON driving the female forward movement and EMPOWERING WOMEN. Her posts are incredibly beautiful and have that ‘instagram worthy’ aesthetic appeal, which makes her a perfect influencer TO HELP further missguided’s online presence.
978k Followers
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@ Jade Laurice
@ tori West
tori is A WOMEN’S RIGHTS ADVOCATE AND FREELANCE WRITER who is taking the instagram world by storm with HER ‘can do’ and ‘FIERCE FEMALE’ ATTITUDE. her POSTS SPEAK VOLUMES AND SHE’S NOT AFRAID OF EMBRACING HER FEMINIST BELIEFS TO THE WORLD. SHE HAS STARTED GAINING THE ATTENTION OF MANY REPUTABLE FEMALE FORWARD BRANDS LIKE MISSGUIDEd where she RECENTLY FEATURED IN its ‘MAKE HER STORY’ CAMPAIGN, WHICH SUPPORTS AND EMBARCES ALL WOMEN around THE WORLD. Tori wORKS WELL FOR A BRAND LIKE MISSGUIDED AND WOULD BE A MAJOR ATTRIBUTE TO CONTINUE furthering the brands female-forward values.
Women’s rights advocate Jade Laurice is an inspiring model, artist and designer who embraces her
40.3k Followers
unique and diverse look. she has previously collaborated with missguided for its ‘make her story’ campaign, which focuses on embracing women all around the world to be comfortable in their own SKIN. jade’s instagram posts revolve around her quirky style and feminst values making her the perfect influencer to help promote missguided.
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@ Lissy roddyY
ALICIA roddy IS A FASHION BLOGGER & youtuber WHOSE OUTFIT CHOICES ARE SERIOUS GOALS. HER INSTAGRAM REVOLVES AROUND CAPTURING HER UNIQUE STYLE AND MUST-HAVE FASHION PIECES, WHICH HAS RESULTED IN HER BECOMING A MEGA HIT AMONGST THE INSTAGRAM WORLD TODAY, with 388k FOLLOWERS. ALICIA HAS ALSO PREVIOUSLY COLLABORATED WITH MISSGUIDED TO HELP PROMOTE NEW TRENDS AND STYLE INSPIRATION. HER UNIQUE LOOK IS VERY MISSGUIDED WITH HER PASTEL INSPIRED Trends and POPS OF BRIGHT COLOURS, MAKING HER a MUST-HAVE INFLUENCER TO CONTINUE FURTHERING MISSGUIDED’S REPUTATIOn.
388K Followers
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PRE LAUNCH press release
‘upLOAD & DRESS UP’
in the lead up to launching the ‘upload & dress up’ app feature a press release will be distributed to the ONLINE MEDIA COMPANy ‘Hypebae’ to help gain further coverage ONLINE and SPREAD AWARENESS OF THE NEW APP FEATURE. ‘hypebae’ SPECIALISEs IN WRITING ABOUT FEMALE FORWARD AND DIVERSE TOPICS THAT COVER FASHION, LIFESTYLE AND BEAUTY. it HAs ALSO PREVIOUSLY PRODUCED ONLINE PRESS RELEASES FOR MISSGUIDED BASED ON ITS LATEST COLLECTIONS AND CAMPAIGNS.
gain Online coverage via hypebae
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day of launch: live stream snapchat
‘upload & Dress Up’ #Missguided
HEY GIRL! WATCH our LIVE STREAm SNAPCHAT for the launch of our new virtual dressing room
On the day of launching the ‘upload & dress up’ app feature there will be a live stream snapchat featuring the chosen micro influencers (Tori, jennah, jade & alicia) who will
feature on
be showing the public how to get involved with using the new feature. They will also be promoting various exclusive offers and competitions, in which the public will get the
sat 30th June 2018
chance to win various prizes including a missguided goody bag full of girly treats and a limited edition missguided phone case.
in order to win, the public will be required to download the app and screenshot a pic
@ 12 NOON
of their fav look on their uploaded silhouette. they will then be required to post the screenshot on their instagram using the hash tag ‘upload&dressup’. the stream will go live on saturday the 30th of june 2018 at noon and run up until 6pm on the evening.
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day of launch: promote incentives
email marketing
on the day of launching the an email based newsletter will
‘upload & dress up’ app feature
be sent to a tailored list of
on-going visual content will be posted on social media, which will
recipIEnts informing them of the
download our
new ‘Upload & dress up’ app feature. the
hiighlight various promotional offers such as discount CODES
email will feature engaging
‘upload & dress up’
millennial terminology and inspiring
AND FREE NEXT DAY DELIVERY. these offers will be exclusive to the
female forward visuals as well as a
app feature
free £1o voucher, which
app only.
consumers can use towards their first
now & get 15% off
purchase using the feature.
your first
newsletter
purchase!
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post launch: Competitions COMPETITION ANNOUNCEMENT WIN WIN WIN!
WIN WIN WIN ! Post launch tactics will consist of continuing to promote exclusive discount offers and competitions, in which the public will get the chance to win various free prizes including a goody bag full
an exclusive missguided
of girly treats and an exclusive limited edition missguided PHONE case.
PHONE CASE
WIN WIN WIN 33
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logistics planning / costs
The budget chart shows a breakdown of the planned expenditures for designing and marketing the ‘Upload & Dress Up’ app feature for Missguided’s current shopping app, in
‘upload & Dress Up’
which a budget of £35,000 would be set for this. The approximated total cost of these expenses is a total of £33,650. In
#Missguided
relation to the brands ROI revenue streams will be in the form of increasing sales through its app.
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Promotional Timeline
Micro influencers will help build hype * Visual teasers * Instagram coverage
(4 weeks prior to launch date)
22/06/2018
13/06/2018
06/06/2018
continue posting visual teasers * All social media platforms * Missguided IOS App * Influencers own Instagram
Release launch date online * Continue building momentum * Micro influencers to build further awareness
30/06/2018
02/07/2018
DAY OF LAUNCh * Live stream launch of virtual dressing room feature via Snapchat featuring micro influencers * Instagram competition
30/07/2018
promote further competitions * Instagram, Twitter & Snapchat * Free giveaway prizes
reassess sales via app * Continue to monitor sales and review market share
sTART
02/06/2018 On-going social media activity * All social media platforms * Missguided IOS App
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11/06/2018 creation of press release * Send to HYPEBAE
17/06/2018 Follow up press release coverage * Online - Hypebae
25/06/2018 continue pROMOTING teasers * This will be on-going in the lead up to the launch date
01/07/2018 Post launch CONTINUE the MOMENTUM * Promote further incentives * Discount offers & free delivery codes
15/07/2018 review engagement via app * Monitor sales via app * Data analytics
review progress in one month
REference list
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POQ COMMERCE
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Missguided
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https://poqcommerce.com/app-commerce/2017/05/missguided-takes-home-theaward-for-best-app/
https://www.missguided.co.uk/about/
The State of fashion 2018 https://cdn.businessoffashion.com/reports/The_State_of_Fashion_2018_v2.pdf
The State of fashion 2018 https://cdn.businessoffashion.com/reports/The_State_of_Fashion_2018_v2.pdf
Social Trend Report https://www.socialreport.com/insights/article/115005444323-5-Reasons-to-YouShould-Be-Using-GIFs-in-Your-Social-Media-Campaigns
missguided s18 ‘Upload & Dress up’