marketing campaign by Obssesion

2017/2018 Marketing Campaign

Table of Contents

Company Analysis ...........................................................................................Page 1-2 S/S 2017 Campaign ......................................................................................... Page 3-4 The Challenges ................................................................................................Page 5-6 Market Analysis ................................................................................................Page 7-8 Customer Analysis ..........................................................................................Page 9-12 Goal Statement .............................................................................................Page 13-14 Media Strategy ............................................................................................Page 15-34 Digital Promotional Concepts ...................................................................... Pages 35-38 Brand Enhancements................................................................................... Pages 39-46 Measurments and Results ............................................................................. Pages 47-48 Work Cited ................................................................................................Page 49-50

3.1 Phillip Lim The company ............................................................................................................................................................... Company analysis

Company Background Founded in 2005, 3.1 Phillip Lim is a successful model from a number of emerging fashion brands. As the co-founder, Phillip Lim is a popular Chinese and American designer, similar to Jimmy Choo, and Vera Wang. After a few years of development, 3.1 Phillip Lim now has 250 store fronts in the United States and 26 worldwide. Other than the success in women’s wear, Lim’s design has also been extended to accessories, men’s wear, and children’s wear. Lim is also involved in collaborations across the board. He partnered with Target back in 2013, and worked with Maya Lin in 2015. 3.1 Phillip Lim is also adored by celebrities. Worn by Cameron Diaz, Nicole Richie, the Kardashians, Olivia Palermo, Emma Watson, and many others. “Confident, chic, and most of all, effortless ” is how Phillip Lim defines his eponymous brand’s aesthetic. Whether creating modern tailoring, cool outerwear or dresses, each piece is designed to be “a bit classic in attitude, but impart a sense of individual style.” Look out for streamlined contemporary accessories like the label’s coveted Pashli bag family. The Pashli bag has become a staple look for the company. It is also now how a lot of people identify 3.1 Phillip Lim. “I’m really a classicist at heart - with a bit of madness!”

3.1 Phillip Lim’s Competitors Alexander Wang

At 22, American designer, Alexander Wang began his eponymous label. Two years later, he debuted his runway collection, and the fashion industry exploded. Accolades and awards piled up as the label expanded to offer handbags, shoes, and accessories. Soon, edgy trendsetters and glamorous celebs alike coveted iconic pieces, catapulting Wang’s masterful minimalism to its current cult status. Same as Alexander Wang, Phillip Lim also cannot say a word in Chinese. However, with the Parsons College degree, and his Marc Jacobs and Vogue internship experience, Wang has the essential difference that Lim never learned from the school. As an unlisted private holding company, Phillip Lim took quite different inspirations from on-the-go women, as opposed to the fantastic lifestyle of models that Wang epitomizes.

Rag & bone

Co-founded in 2002 by Brits Marcus Wainwright and David Neville, New York-based label Rag & Bone is known for clean cuts built on a winning marriage of art and marketability. Timeless style and classic tailoring inspires their modern approach to a contemporary men’s wardrobe. Driven by a dedication to craftsmanship, innovation, and quality, Rag & Bone prides itself in the time-honored techniques of supremely skilled, local manufacturers at some of the oldest factories worldwide. With designs emphasizing on casual tailored pieces, technical textiles, minimal knits, and versatile basics, high quality fabric and construction frame each piece, from a razor-sharp shirt to a pair of wear-anywhere jeans. Always understated, Rag & Bone’s blend of polish and leisure captures a relaxed, downtown feel.

Derek Lam

Founded in 2003, the brand Derek Lam is famous for its women’s wear collection and its incredible handbag designs. Its designs did not only win the celebrities, from It Girl to the fashion diva Anna Wintour, but also helped the founder, Derek Lam to received the offer from Italian luxury brand, Tod’s, as its creative director.The brand edit encapsulates a bold feminine aesthetic. Discover discreet vintage-inspired shapes with saturated colors in this traditional collection.

Spring/Summer 2017 Campaign

................................................................................................................................................................................................. Midnight at the Victorian Rodeo

“The first thing I think about when starting a new collection is the character of the woman. I’m always inspired by her dignity.” For the fifth season, Phillip Lim worked with photographer Viviane Sassen on his campaign. Not like previous seasons where they traveled to far-off locations, such as Bhutan or Addis Ababa, Lim and Sassen stayed local and went for simplicity. Shooting model, Lotte van Noort, without a stylist for the spring 2017 concept. Viviane interpreted this message through her artful lens, creating a series of seductive, modern imagery.

the challenges ...............................................................................................

Over-Saturated Designer Target Market

Phillip Lim said through Vogue: “At the beginning of the creation of the brand, we just want to oppose the top brands for the workmanship and modern design of the monopoly, we open up such an intermediate market, and now there are a lot of people come to compete with us this market.”

Founded only 10 years ago, no rich historical background

Before setting up his own brand, Lim’s fashion career took off in an ambiguous way. He had a weekend job in Beverly Hills boutique, worked as an intern in an unknown designer’s studio, and developed an unknown brand, called “Development”. Lim said: “You cannot jump out to say that you are a brand. Without experience, no background knowledge, only the feeling is not called the brand for me, the brand is like a person you need to evolve.” Lim had some design background, however compared to his counterparts, he lacked a intense historical background.

Not active enough on social media

3.1 Phillip Lim is on many diverse social media platforms. Facebook, Instagram, Twitter, Pinterest, YouTube, Weibo, and Google+. However, they are not active on a constant basis on some of the platforms. They last posted on YouTube three years ago. Their Pinterest bored is very small compared to other brands like, Derek Lam who has over 30,000 Pins.

The world GDP growth rates are very stable since 2012. According to Federal Reserveâ&#x20AC;&#x2122;s 2017 semiannual report, the American economy is steadily growing due to the growth of GDP and consumer spending. Although it is relatively slow by historical standards, the United States still remains a little bit faster than other developed European countries. The real PCE trend in the U.S market from 2016 to 2017 towards less spending in services and more spending in nondurable goods, which gives apparel more spaces to grow sales accordingly (Bureau of Economic Analysis). However, there are signs that the trend of luxury spending is leaning more towards personal experiences, such as fine dining and spirits. On the other hand, the slower growth of personal luxury goods sales is happening worldwide due to the decline in tourism. The two major luxury markets, U.S and Asian (exclude Japan) are both contracted by 3% and Europe declined 1% in 2016. In China, wealthy consumers started buying again in their home market due to the policy of customs controls on limiting the foreign shopping. In result, the growth of local luxury purchases exceeded that of tourist purchases by 5 percentage points.

3.1 Phillip Lim's Market Share ................................................................................................................................................................................. Market analysis

In 2017, both Luxury and average consumersâ&#x20AC;&#x2122; preference on online shopping will continue to grow, the increased competition in E-commence market is leading the consumer to buy from lower priced online retailers brand such as Amazon, instead of companies official sites (Halpin and Smith). In order to awake declining department store sales, new retail ideas such as offering showroom visit instead of overstock inventory in the brick and mortar stores emerge. This new retail concept will also create a more personal experience which is another important thing that luxury consumers pay attention to. For the overall fashion industry, it is facing a low sales growth, clothing y-o-y growth from 8% in 2011 to 1-2% in 2016. However, the graph below shows the profitable winner in this down time is affordable luxury, which is brand like Alexander Wang and 3.1 Phillip Lim as more consumers trade down from luxury to affordable luxury. Source McKinsey Global Fashion Index 2016

3.1 Phillip Lim's Customer ......................................................................................................................................................... Customer analysis

In 2014, Nielsen released a report about Millennial’s, which is the target consumer for 3.1 Phillip Lim. Of particular interest are the statistics made available regarding the demographics of this oh so coveted generation, described as diverse, expressive and optimistic. Nielsen refers to Millennials as being between the ages of 18-36, noting that their behavior may not be homogenous. In some cases, Nielson breaks the age bracket down into younger (18-27) and older (27-36) Millennials:

Spending Habits

Millennials are more likely to live paycheck-to-paycheck. They want the latest and greatest products and tend to make impulse purchases. Younger millennials are likely to still live at home with their parents which allows them to spend more on luxury items. They make fewer shopping trips than their older counterparts, but they spend more per trip. Their spending also exceeds Boomers in warehouse clubs, super centers and mass merchandisers.

Convenience and Flexibility

• Millennials (18-36) comprise 24% of the US population (77 million individuals) • The median income for younger Millennials is $25k, while it’s almost double that ($48k) for older Millennials • Millennials are still living off their parents income, giving them buying power for things they want, not what they need. • Millennials account for 1 in every 5 same-sex couples • Only 21% of Millennials are married • Almost 1 in 4 (23% to be exact) have a Bachelor’s degree or higher, making them the most educated generation • Millennials are the most ethnically and racially diverse generation, with 19% being Hispanic, 14% African-American and 5% Asian • As for those Millennial mothers, some 36% of Millennial women have had children • About 2 in 3 Millennials are US-born • An impressive 38% of Millennials are bilingual, up from 22% in 2003.

Millennials have grown up and matured with mobile technology and expect to be able to use it in every aspect of their life. They want to be able to make purchases, use social media, chat with friends, do online research and pay for products. The convenience of the mobile device is paramount to this group. Improving the payment experience through self-checkout kiosks and advanced digital payment technologies is essential to keeping the millennial shopper. 3.1 Phillip Lim is updated with online shopping. The website offers Paypale now which is also big with the Millennial market.

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Millennials’ buying power will soon surpass that of the generations before them. Retailers will have to work harder to meet their demands as they influence trends and redefine buying habits. They will continue to utilize technology, and continue to expect that the world around them to adapt them quickly.

The Nielsen report also mentions where Millennials are calling home. The study points to an increasing desire on their part to live in urban environments, doing away with the suburban picket-fence mythology. Interestingly, the top markets by concentration of Millennials are primarily on the Western side of the country.

Personalized Experiences

In order to appeal to this generation, retailers need to provide a seamless customer facing retail experience. Whether this is online or in-store, Millennials seek customer service professionals who understand their preferences and make recommendations tailored to their specific needs. Millennials want a customercentric experience in which they feel wanted and valued.

Here are the top 10 markets by the concentration of Millennials according to Nielsen: • Austin, TX • Washington, DC • Las Vegas, NV • San Diego, CA • San Francisco, CA

• Dallas-Ft. Worth, TX • Los Angeles, CA • Salt Lake City, UT • Houston, TX • Denver, CO

Most of these areas being urban are also where a lot of 3.1 Phillip Lim is located.

The typical 3.1 Phillip Lim clients live in urban districts and enjoy brick and mortar browsing and online buying. They love a good sale and are addicted to shopping. They are trendy and jet setting. They live for luxury and amazing travel. They appreciate detail and quality.

Marketing Campaign Goal ........................................................................................................................................................

The overall objective of the 2017/2018 3.1 Phillip Lim marketing campaign is to keep on acquiring new clients and transitioning them into lifelong 3.1 Phillip Lim customers. We not only want to reach new clients, but also let our current clients know we appreciate them and their loyalty. We want to execute promotions and advertisements that are effective and efficient. The key to luxury is being everywhere with and without advertising. We want to utilize our clients as brand ambassadors, making them feel even more a part of the brand. At the end of the day, it is all about the client, and for 3.1 Phillip Lim itâ&#x20AC;&#x2122;s about meeting and exceeding the clients expectations of our brand.

Media Strategy .............................................................................................

eâ&#x20AC;&#x2122;re blurring the lines of gender, and sharpening the edges of style. #31GenderBlur Campaign

Media Theme ...........................................................................

#31GenderBlur Campaign Our campaign on gender blurring is based on the following details: 1. Gender blurring is a trend for 2017/2018. This plays into 3.1 Phillip Lim staying trendy, contemporary, and chic. 2. By blurring the genders, we will see men’s wear transforming into women’s wear and vice versa since men’s wear does not sell as great as women’s wear. 3. It will also help 3.1 Phillip Lim to make bold statements which are playful, relaxed, and open to anything their consumer wants. 4. 3.1 Phillip Lim has the product, they just need to show people. From talking to women and men who are fashion forward and up to date on trends, we realized the brand is considered safe, and it is not the first thing that comes to mind when they think of a fashion forward brand that stands out.

Strategy Based on our marketing and consumer analysis about 3.1 Phillip Lim, we know the company has been using media outlets such as: email, social media, Google ads and social media ads, magazines, and outdoor posters. With this campaign, remembering the goal is reaching new clients and reinforcing existing customer relationships, we will become more effective and efficient with our advertising. We plan on becoming more engaging and interactive as well. We want to use social media in a more active way. We also plan on communicating more online and becoming more collaborative. We are going to have a launch party at 3.1 Phillip Lim flagship store in New York City to let clients feel wanted and valued. We will offer an amazing atmosphere with complimentary drinks, hors d’oeuvres, and a special take home gift. We will also use subway posters in New York City, since most New Yorkers travel by subway.

#31GenderBlur campaign will be executed via the following media: .....................................................................................................................................................................................

Campaign Advertising Platforms .........................................................................................................................................................................................................

Facebook, Instagram, and Twitter .................................................................................................................................................................

Facebook: 209,043 Likes and Followers

According to the activity data from 3.1 Phillip Lim’s social media, short film, and motion graphics on Instagram, Facebook, and Twitter. Instagram is the most customer driven social media base and is where the biggest gain of 3.1 Phillip Lim followers’ comes from. We will spend more time on Instagram over Facebook and Twitter, but all three will be drivers for the #31GenderBlur campaign. All campaign and launch party posts will be in the form of short films (less than 1 min), motion graphics, and photos. We will launch a #31GenderBlur Instagram event by asking people their definition of gender blur. They can upload their photos on their Instagram and tag 3.1 Phillip Lim and use #31GenderBlur. An appreciation gift will be given to the most liked post. This event will help to introduce the new collection and increase brand awareness.

Twitter: 66,500 Followers

We will also run payed advertising on Facebook, Instagram, and Twitter. These ad’s will appear after someone visit’s our site, or social media pages.

Instagram: 825,000 Followers

Bloggers and Emails

.................................................................................................. We now live in a time where everyone wants to know what is in, what is hot, and what is trendy. We are in a society that people think we do not care what others preserve of us, but in reality, we do. That is why we follow bloggers and read emails from our favorite brands.

Rumi Neely

We see what is new and trendy with that brand and they let us know what they are up to from their emails. Just like Bloggers. 3.1 Phillip Lim sees certain bloggers as muses for the brand, that is why we decided to invite bloggers who already support our brand and wear us to the launch party to share their thoughts with other costumers. To fit our gender blurry theme, we will have Liz Cherkasove, Brenna Egan, and Rumi Neely be our featured bloggers.

Brenna Egan

Nicoletta Reggio 24

#3.1GenderBlur Paper Campaign .......................................................................................................................................................

Style Guide and Subway Posters

Vogue, Elle, Love, and Hunger Magazines ...........................................................................................................

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Vogue, Elle, Love, and Hunger magazines are the magazines that embody 3.1 Phillip Lim as a brand. They are fashion forward, trendy, contemporary, and reach the audience 3.1 Phillip Lim is after.

A brand’s own printed style guide is something that can be a hit or miss. J. Crew implemented their style guide early in the company and it went over great. Loyal J. Crew buyers collect these magazines and look through them all the time as a source of inspiration for their outfits. Louis Vuitton does it as well but on a luxury scale. They show their clients their latest inventory and how to make old bags look new again. They also have articles talking about the latest with LV, what events they have had lately, and what celebrities were in LV recently. It makes their clients feel like they are in the loop with the LV world. We believe by implementing this strategy we will provide our clients with sources of inspiration, showing them how to blur the lines of gender. We will release the style guide based on seasons. See timeline.

Vogue is known for their beautiful editorials and amazing luxury brand ads. People tend to collect Vogue magazines. When people buy a Vogue, they’re buying it to see what the latest and greatest products are with luxury fashion brands. People buy Elle typically for the same reason, but more so for the articles and to see what Elle is putting together for outfits. They’re showing you what’s hot and what is on trend. Love is a magazine dedicated to the arts, they are based in the UK but sell their magazines in the US. They are edgy, and capture the audience that would be open to gender blurring.

3.1 Phillip Lim has a very strong following in NYC, and since most people get around by subway we thought advertising our #31GenderBlur campaign on the Subways and in the stations, is a great idea. We will get people to get on their phones and get them to look us up. This will drive more brand awareness, more website traffic and more sales.

Hunger Magazine is another UK based magazine that sells in the US. They are also edgy and fun. They are dedicated to the arts as well. They tend to talk about TV, movies, music, fashion, and other art based concepts. By advertising in these magazines during certain times of year will help communicate our message and goal.

3.1 Phillip Lim in Store Event .................................................................................................................................

To celebrate the new collection and offer a more personalized shopping experience, a launch party will be held when the campaign is reviewed. A two-day event will be held in 3.1 Phillip Lim’s New York store on the weekend. There will be delicious pastries from Balthazar, plus refreshments. We will invite some of the most influential fashion bloggers, Nicoletta Reggio, Brenna Egan, and Rumi Neely to the event. They will mix and match Phillip Lim’s men and women’s new season items for the guests and let them experience the new chic of gender blurry. The event announcement will be released through email invite. We will also promote our #31genderblur campaign at the party. The event will take place when we launch in July 2017, we will also have a holiday party in December, and a closing party/ kick off for the next campaign in July 2018.

#3.1GenderBlur In Store Event ................................................................................................................................................

invitations

Timeline Key

Campaign Timeline

................................................................................. The following is to show when we plan on running certain advertisements and on what platforms.

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September

July

November

January

October

Website Campaign

Blogger

Facebook Advertising

Magazines

Email Campaign

Twitter Advertising

Style Guide

Google Advertising

Subway Poster

March

2017 August

Instagram Advertising

July

May

2018 December

February

April

June

Campaign Budget ....................................................................................................

Digital Promotional Concepts ....................................................................................................................................................................................

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3.1 Phillip Lim Brand Enhancements

In Store Experince .....................................................................................

From the reviews online, 3.1 Phillip Lim has very good reviews. Customers talk about how well designed the store is, to how helpful the staff was. One review said about the boutique located in the Art District in L.A. : “Rather than trying to force a high-fashion flagship in amongst the Arts District’s more laid-back boutiques, Lim’s new store is a kindred spirit with Its neighbors such as Apolis, Alchemy Works, and Guerilla Atelier. The store has exposed beam ceilings, diverse works by local artists on the walls, and a scattering of various books and objects in the space filled with quirky furnishings. It is comfortable and very inviting, not an intimidating Rodeo Drivestyle space (or even something like the Acne Studios’ spaceship over on Broadway). The majority of the clothes are relegated to the copper rails lining the walls on the other side of the adobe walls that make the interior living room space in the center. (I hope for the staff’s sake they will let those racks patina rather than make then polish them incessantly, as gorgeous as they are right now.) The staff is very friendly, very excited about their store, and happy to be where they are - and that is great. Oh - and the clothes are beautiful, too. What a fantastic addition to Downtown L.A.” Another client commented on the SoHo District store saying: “This place is awesome, The store is very inviting and staff are super friendly, kind and helpful and what is the most important, understanding.” Overall, the stores are rated 4.5- 5 stars on Yelp and Google Review. 3.1 Phillip Lim has done a good job at training its staff and creating beautiful store fronts. The company has a created this persona by having a very contemporary layout, with minimalistic furniture and display units. The only think 3.1 Phillip Lim lacks at is having a full inventory run. Because of their minimalistic approach, they typically do not have a lot of back stock.

Digital Customer Experince

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Social Media

3.1 Phillip Lim is on a number of Social Media pages. From Facebook to YouTube, to a Chinese app, Weibo. The company is on a variety of platforms, but the amount of activity they present can and will hurt them if they do not increase it. They have consistency with some platforms, but not all. But offering evenness throughout they will gain more overall brand awareness. They can do this by creating different interactive campaigns for each platform.

Website

The website is very strong. It is simple, eThe website is very strong. It is simple, easy to navigate, and fast. They have a blog of past and current RTW, and also have a blog of past and current campaigns. They offer a way to contact them, and how to follow them on their social media platforms. Their contact page is very detailed and make it easy for you to choose witch contact format is best. They usually have free shipping, and make it very easy to get your product. They have a way to view the product up close to see the material and the true color. Overall the website is amazing.

Partnerships

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3.1 Phillip Lim for Nars

Since his first New York Fashion Week show, in 2007, Nars Cosmetics has collaborated with famed American fashion designer Phillip Lim on each of his runway collections (that’s 14 fashion seasons!). The long-standing relationship was sure to bear a beautiful child—and we’re happy to learn that the offspring of the duo is an impeccably chic nail collection. A self-proclaimed “classicist,” Lim brings his modern, wearable, incredibly detailed design aesthetic to this limited-edition nail collection with nine shades inspired by “colors that exist in the shadows,” he says. The collection will hit Nars boutiques and nars.com.

3.1 Phillip Lim for Target

Target has collaborated with designer Phillip Lim on an exclusive collection for women and men. Available Sept. 15 2013 at most Target stores in the U.S. and Canada, and at Target.com, 3.1 Phillip Lim for Target features a range of apparel and accessories, including shoes, bags and travel accessories. 3.1 Phillip Lim for Target embodies Lim’s philosophy that clothing is meant to refine, not define. “One of the reasons I wanted to collaborate with Target is because I felt that together we could create a collection that would inspire—one that is cool and chic, but still very accessible.” says Lim.

3.1 Phillip Lim & What is Missing

In recognition of Earth Day, 3.1 Phillip Lim partners with artist Maya Lin’s What is Missing? foundation on a new charitable T-shirt capsule that spotlights four animals on the brink of extinction. Through installations, studio artworks, and memorials—among other highly influential projects—Lin’s group raises awareness for endangered species impacted by climate change, habitat loss, and poaching. 2016 collaboration between both collides fashion with environmental insight, featuring white organic cotton tees with black, life-sized footprints of the Siberian crane, African elephant, black rhinoceros, and tiger.

3.1 Phillip Lim & UGG

UGG receives a fashionable upgrade for fall-winter 2017. The brand’s signature boots are at the heart of a new collaboration with 3.1 Phillip Lim. Designer Phillip Lim links up with UGG for a limited edition capsule collection of four distinct styles. Lim’s partnership tackles classic UGG styles with the brand’s Classic High, Classic Short, Outdoor High and Outdoor Short boots. 3.1 Phillip Lim is a pro at partnerships. Because he has been with so many amazing company’s, I think a partnership during the #3.1GenderBlur campaign might be good. Depending on what all was created for the line, the company could work with a brand like Uniqlo or H&M.

Measurments and Results

We will measure our #3.lGenderBlur Campaign by: • Track retail traffic by counting the people who enter 3.1 Phillip Lim store. We will look at the convergence rate before campaign, during, and after. • Compare sales before, during, and after the ad campaign. • From the incentives we do online for customers, we will see how many mentions, or tags we get. •Compare pre- and post-advertising traffic on 3.1 Phillip Lim website. The Web host logs the hits on the site and should be able to provide daily, weekly, and monthly reports. • We will use Web track click-through rates. This can provide us with performance reports, the numbers we really want to know are how long people are spending on our site and how many pages they are viewing per visit. That way, we will know whether we have truly engaged our clients. Of course, if they purchase something from our Web site, then we know we really did capture them.

WORK CITEd .....................................................................

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Pamela Hernandez Morgan Jennings Wei Liu Libo Zhou