& Other Stories Summer 2017 Campaign
“Declare Your Love For The Planet”
Brand Analysis
Target Audience & Other Stories target audience
is aimed towards women aged 18-30 who
desire to look stylish and sophisticated and like to ensure they are on trend by wearing unique “wardrobe treasures�,(&
Other Stories, 2017). They would also be someone that cares for the environment and likes to take pride in their appearance by eating healthy and
and exercising on a regular basis. Image credit: Pinterest
Image credit: Pinterest
Image credit: Pinterest
Other aspects they would enjoy
include socialising with friends, going to high-class restaurants, & Other Stories is a women’s fashion brand that was first founded in 2013 under the H & M
sightseeing and shopping. They would
successfully recognised as an independent brand, with 36 of its own stand-alone stores
fashion, lifestyle and culture.
group. Its creative ateliers are based in Paris and Stockholm and it is now
also have an interest in reading about Image credit: Pinterest
across the world including the UK, Europe and the U.S.
The brand specialise in providing a range of tailored and casual ready-to-wear fashion,
shoes, accessories and beauty for women to create their own personal story or style. The overall aesthetic of the brand focuses on the influence of Parisian fashion in terms of the chic and floaty silhouettes and masculine tailoring that are available, as well as the soft and minimalistic colour palettes and quality organic fabrics.
In terms of the brands values & Other Stories aims to care for both the present and
future by approaching every part of its process with a sustainable mindset. With this
in mind the brand ensures that it uses carefully selected materials and also drives the textile recycling system by encouraging consumers to recycle, reuse and rewear unwanted clothing and products.
Image credit: Pinterest
Image credit: Pinterest
Online Audir
Offline Audir Regional stores: London X3, Surrey, Leeds & Manchester
Social Media Profile
Image credit: Pinterest
Image credit: Pinterest
- Modern inspired buildings - Located in various stylish surroundings
- Design of stores have a clean & precise layout
- Features chic and minimalistic furnishings
- Botanical inspired plants help create eco-friendly vibes
- Offers 10 % discount to consumers
who bring in empty beauty containers to recycle
- A Minimum amount of packagaing is used for its products
Image credit: Pinterest
SWOT Analysis
PR Objectives
Strengths: - Its parisian inspired image is strongly captured through its trends and online visual content - Every part of its process is approached with a sustainable mindset - Drives the recycle, reuse and rewear system - Collaborated with the likes of Rodarte, Zayna Bane and Toms
- Increase brand awareness & consumer engagement - Focus on strengthening the brands ‘storytelling’ USP & sustainable values - Promote more campaigns that focus on embracing sustainability - Create more engaging content online via all social media platforms
Weaknesses: - Promotes very few incentives
- Promote more incentives such as online competitions and rewards to increase and maintain brand loyalty
- Lacks engagement on certain online platforms - Does not focus on building connections with consumers through its “storytelling” USP - Lacks variety of styles to suit various women within the target audience (18-30)
Opportunities: - Provide more styles to suit various women within the target audience - Open more stores in other UK based cities - Be more consistent in posting on social media - Integrate more video based content online
Threats: - More recognised independent brands provide similar fashion, at a lower price range - Promoting concession brands like “Nike” via its online website, which does not help to define to its brand image
Image credit: Pinterest
Campaign Idea / Concept
Implementation - Strategy Slow Promotional Strategy
The summer 2017 campaign “Declare Your Love For The Planet” will be focused on using a slow promotional strategy to show the journey of how & Other Stoires are now integrating sustainability into its fashion. By using this strategy it will
help to build more connections with consumers and make them feel part of this
sustainable journey. Furthermore, this strategic approach will also be done in a way that will help to strenghten & Other Stories “storytelling” USP. This aspect
“Declare Your Love For The Planet”
of the brands identity requires more focus in order for the brand to become more recognised and stand out amongst its competitors.
The concept for & Other Stories summer 2017 campaign “Declare Your Love For The
Planet” is based on creating an evening wear collection made from a new sustainable
fabric named ‘bionic yarn’, which will be available online and in UK selected stores only. The bionic yarn material is made from various discarded plastic found along
shorelines and waterways including plastic bottles, takeaway containers and grocery bags.
The purpose behind the concept of this campaign is to provide more variety of styles to & Other Stories target audience, as the brand is not consistent in providing
fashion to suit various women within its target age range of 18-30. Therefore, it would be beneficial to integrate a new collection into the brand that comprises of more dressier and sophisticated fashion to suit the needs and desires of individual
consumers. Th collection will be made from an emerging sustainable fabric named ‘bionic yarn’.
The overall aim of this campaign will help to assentuate & Other Stories parisian
inspired image and further the brands sustainable values. In addition to this, there is also potential for the ‘bionic yarn’ collection to expand into more & Other Stories stores, which will also help the brand to establish a unique and trend leading reputation.
Image credit: Pinterest
Image credit: Pinterest
Launch Party Announcement
Tactics - Pre Launch 360 Degree Strategy
Official Website
Social Media
In-store
Prior to the official campaign launch there will be on-going teasers promoted well in advance to this, in which the teasers will feature various tactile
visuals and video snippets of the inspiration behind the campaign “Declare Your Love For The Planet�. This will also be done using a 360 degree approach by featuring the teasers on all social media platforms, the official & Other
Stories website and In-store. By using this strategy the aim is to intrigue and engage consumers, build hype and increase brand awareness.
Leading closer to the official campaign launch there will also be a launch party
announcement made prior to this. It will be promoted via all social media platforms
to inform the public that the party will take place at the London Oxford Street store. It will be held on Saturday the 2nd of May 2017 from 1pm and it will give the public the chance to come along to see what’s in store for the new collection.
Furthermore, to encourage more people to attend the event it would be beneficial to integrate a little incentive to entice them to come. Therefore, those who RSVP to the event online will receive a free oyster travel pass, in which they can use on any perimitted route to get to the Oxford Street & Other Stories store.
Day of Campaign Launch
Post Launch
Instagram Competition
Image credit: Pinterest
#Declareyourlovefortheplanet
On the day of the campaign launch the public will get the chance to see the new
collection and feel the ‘bionic yarn’ fabrics. There will be samples on display and
there will also be various interior and decor featured in-store made from sustainable materials. In addition to this, the launch party will also be live streamed via snapchat for those who cannot attend and the film campaign will also be played continuously during the event, to create an immersive atmosphere.
In terms of including incentives on the day, those who attend the event will receive a free ‘bionic yarn’ tote bag and the first 100 people that purchase from the new collection will also receive a 15% discount voucher.
In terms of continuing to engage consumers after the campaign launch, the aim is to continue to build momentum. Therefore, there will be an instagram competition, in which the public will get the chance to win an item of choice from the new
collection. It will require the public to repost their favourite look from the new
‘bionic yarn’ collection using the required hashtag “Declare Your Love For The
Planet”. Furthermore, the collection will also be lauched online and available at selected UK stores only.
Actions - Timeline Plan & Other Stories Summer 2017 Campaign “Declare Your Love For The Planet”
Sample Content - Film Blurb & Other Stories Summer 2017 Film Blurb “Declare Your Love For The Planet”
Overall, the film blurb will be presented in a way that captures the theme of sustainabilty and showing love for the environment. As well as this it will also aim to build hype and intrigue consumers into wanting to know more about the upcoming campaign.
The film blurb for the summer 2017 campaign “Declare Your Love For The Planet” will
capture a tactile and immersive experience to show the journey of how the brand are now integrating a new sustainable fabric into its fashion wear. It will feature
footage at a beach location to capture those summery vibes and it will focus on the
various objects that are used to create the ‘bionic yarn’ fabric. There will also be effective snippets of close-up details and textures to show the process of creating ‘bionic yarn’.
“Declare Your Love For The Planet”