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Hot!mess fashion first emerged as online e-tailer in 2013 by the founder Tayla Blue
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Specialises within trendy boutique inspired fashion for both casual and evening wear for women aged 18-25
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Comprises of two main ranges Hot!Mess and Baziic which features a mixture of chic and urban / hipster styles
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Since its online success the brand has continued to extend and most recently in 2015 become part of concessions at Selfridges and Topshop in certain cities
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Currently in 2016, they are now offering lines by other e-tailer’s, as part of their online range
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Overall The fact that other brands are now wanting to feature as part of its name, shows how much recognition hot!mess has gained since it first emerged
Authenticity Hot!mess is authentic in the way that it ensures the consumer is always at the heart of the brand. Everything that is done is based on wanting to please and deliver to it’s target audience.
The brand is consistent in engaging with its target audience through social media sites like twitter and Instagram in a way that helps it be aware of what excites its consumers and what they want and crave next from fashion.
Therefore hot!Mess tailors its fashion and marketing strategies to suit the out-going and young lifestyle and taste of women aged 18-25.
Marketing Campaigns
Digital / Online
Campaigns
Celebrity
Social Oriented
Promotional events
Launch parties at chic venues
Exclusive Pop-Up Stores
Hot!mess Providd brand experience through trendy events like this which include aspects that would appeal to their target audience.
Freebies
Celeb guests
Trendy catering
Photo booths
Visual merchandise Online
In terms of the layout of the visual merchandise via Hot!mess’ online website , the ranges are professionally showcased on models from which photographs have been taken of a 360 degree view of the styles, to allow the consumer to have a precise and detailed look of the garments.
Concessions
The layout and order of Hot!Mess’ visual merchandise presented within concessions is minimalistic yet professional. And trendy.
The visual merchandise in concessions is also featured in pristine condition, the style and colour of the trends are co-ordinated together in the allocated zones for each range, making the overall lines look trendy and eye-catching to entice consumers to have a browse through the latest styles.
The trends featured on the site are also styled as coordinated sets as well as mix and matched with others from the range, helping to provide style inspiratuiob and recommendations that are based on outfits that would attract and appeal to their consumers.
Consumer Response The reason for this is because consumers respond positively by receiving this type of
recognition and attention and therefore this has influenced them to continue favouring and Hot!Mess’ efforts towards interacting and acknowledging with its
supporting Hot!Mess in
consumers such as reposting photos on social media of the
all that they do.
public wearing trends from its range, has helped further the brands visibility and also resulted in it gaining brand loyalty.
Evidence showing positive consumer response * Consumers like and repost Hot!Mess’ posts via apps like Instagram and Twitter
* They also choose to write posts / upload photos that are aimed at Hot!mess directly to praise the brand
* Aspects like this has increased the visibility of the brand resulting in it gaining more followers and becoming further recognised amongst the public and the retail market