DIGITAL MARKETING AND COMMUNICATION- KAPPA

KAPPA KAPPA KAPPA KAPPA KAPPA KAPPA

1. INTRODUCTION 3. KAPPA

5. SECTOR MARKET/ POSITION 9. MARKET STRATEGY

13. MARKET RESEARCH AND P 21. CONSUMER TRIBES

25. BRAND AND CONSUMER A BRANDING 29. PROMOTION 33. REFERENCES/ FIGURES

CONTEN

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PLANNING

ARCHETYPES/

NTS

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This Kappa campaign is trying to accomplish the idea of promoting black females in brand advertising by eliminating the stereotypes of black women which have built up over time with the hashtag “choose individuality”. Kappa explain on their page that they trying to ‘capture’ culture in the brand by composing contemporary and real ideals of lifestyle in today’s generation. The aim for the fashion film is to follow through with that statement and show the lifestyle of black women who don’t conform to stereotypes pressed upon them. Show a different side to black women that isn’t visibly shown or advertised unless it holds negative connotations. The film is not only trying to promote black females as confident but also encourage black females to step out of their comfort zone and be who they want to be and not be overshadowed by the negative connotations that may be held against them.

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INTRODUCTIO

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Kappa is a sports brand formally registered in 1967. It was originally found in 1916

by Ambero Vitale. Kappa originally became famous through sports by sponsoring athletes in the Olympics and further down the line turning its head towards football players in Italy who wore Kappa. The famous omini logo was accidentally created at a photoshoot for a swimsuit brand. The omini logo shows two naked people (man and woman) sitting back to back to represent support between a female and male (vintage threads). The omni logo has made a comeback from a nostalgic period; with a twist. Kappa now is more contemporary and modern, however has managed to keep its heritage through its threads. Kappa now collaborate with premium high-end designers such as Faith Connexion, C2H4, K-WAY, Gosha Rubchinskiy (BorrelliPersson).

1916 Abrambo Vitale created a company called ‘Calzificio Torinese’. This company produced socks in their own farmhouse.

1956 Whilst in production customers returned socks because of manufacturing errors. This error then created a new trademark named ‘K-KONTROLL’.

1969 1981 1969 was when Kappa’s logo Kappa appears on it first sports was created. Whilst on a team during world championship photoshoot for another brand; in Rome for USA. a silhouette of a boy and a girl back to back was what caught Maurizio Vitale’s eye which then became Kappa’s official logo.

1958 After the manufacturing error became a trademark an increase in demand for the sock with the ‘k’ increased. This is when Kappa trademark was generated and became the leading sock and underwear manufacture in the Italian market.

1967 Kappa was formally registered as Kappa™.

1984 During the Olympic games of los Angeles Kappa was worn by some popular medal winners.

1994 Marco Boglione took over Maglificio Calzificio after going bankrupt in 1994. Kappa was then again relaunched with a new owner.

(KAPPA) FIGURE 3

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KAPPA

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PA FIGURE 4

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SECTOR/ MAR POSITIONING 5

RKET FIGURE 5

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SECTOR

SECTOR/ MARKET POSITIONING

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The sports/ streetwear mass market is a market that has gained growth in its recent years. The younger generation (generation z/ millennials) are the focus groups for these big sports brands who are taking more of an athleisure contemporary route. Streetwear has created its own scene in the luxury fashion industry because customers are becoming younger and more successful. The younger generation are becoming engaged with luxury brands so luxury brands are adopting new branding strategies to build relationships with customers.

SECTOR/ MARKET POSITIONING

COMPETITTORS

Kappa have plenty of competitors who are also doing the same thing as Kappa which is re-inventing their brand. Most Kappa rivals are slowly appearing from their nostalgic eras. Kappa in 2017 launched a collaboration with Faith Connexxion; a high-end luxury brand. Kappa meets luxury which gave Kappa an extravagant and flamboyant look compared to its original sports lifestyle heritage. Other nostalgic brands such as fila have also collaborated with a high brand like Fendi. It’s becoming popular for luxury brands to collaborate with streetwear brands to attract the younger generation. Other competitors such as Champion, Ellesse, Umbro have tried to reinvent their brands to fit society now.

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MARKET STRAT 9

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TEGY 10

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Kappa doesn’t have any Kappa Kappa doesn’t doesn’t have have any any physical stores, they rely physical physical stores, stores, soso so they they rely rely on sports stores such on on sports sports stores stores such such asas as Schuh, Footasylum, JD Schuh, Schuh, Footasylum, Footasylum, JD JD sports and big retail stores sports sports and and big big retail retail stores stores such Urban Outfitters such such asas as Urban Urban Outfitters Outfitters and Topman. having lots and and Topman.

Topman. having having lots lots ofof of stores buy from stores stores toto to buy buy from from isisis convenient because the convenient convenient because because the the stores also sell online which stores stores also also sell sell online online which which caters this generation caters caters toto to this this generation generation which remarkably infused which which isisis remarkably remarkably infused infused with technology.

Brands with with technology. technology.

Brands Brands have had adapt online have have had had toto to adapt adapt toto to online online fashion because people fashion fashion because because people people now prefer buy online now now prefer prefer toto to buy buy online online than go physical stores. than than go go toto to physical physical stores. stores.

Physical stores are Physical Physical stores stores are are declining for Kappa this declining declining soso so for for Kappa Kappa this this good them isisis good good asas as it itsaves itsaves saves them them money on business costs money money on on business business costs costs such rent electricity. such such asas as rent rent oror or electricity. electricity. terms convenience InIn In terms terms ofof of convenience convenience toto to the market that being the the market market that that isisis being being targeted for the film; targeted targeted for for the the film; film; convenience already convenience convenience isisis already already there; Kappa can be there; there; Kappa Kappa can can be be purchased anywhere this purchased purchased anywhere anywhere inin in this this time and age. lies time time and and age. age.

ItItall Itall all lies lies inin in advertising target them, advertising advertising toto to target target them, them, they feel more included soso so they they feel feel more more included included the trend and brand inin in the the trend trend and and brand brand overall. overall. overall.

TION PROMOTION// COMMUNICA COMMUNICATION PROMOTION/ COMMUNICA TION PROMOTION

Kappa doesn’t have any Kappa doesn’t have any Kappa doesn’t have any physical stores, they physical stores, soso they physical stores, so they rely on sports stores such rely on sports stores such rely on sports stores such Schuh, Footasylum, JD asas Schuh, Footasylum, JD as Schuh, Footasylum, JD sports and big retail stores sports and big retail stores sports and big retail stores such Urban Outfitters such asas Urban Outfitters such as Urban Outfitters and Topman. having lots and Topman. having lots and Topman. having lots stores buy from ofof stores toto buy from isisis of stores to buy from convenient because the convenient because the convenient because the stores also sell online stores also sell online stores also sell online which caters this which caters toto this which caters to this generation which generation which isisis generation which remarkably infused with remarkably infused with remarkably infused with technology.

Brands have technology.

Brands have technology.

Brands have had adapt online had toto adapt toto online had to adapt to online fashion because people fashion because people fashion because people now prefer buy online now prefer toto buy online now prefer to buy online than go physical stores. than go toto physical stores. than go to physical stores.

Physical stores are Physical stores are Physical stores are declining for Kappa declining soso for Kappa declining so for Kappa this good this isisis good asas it itsaves this good as itsaves saves them money on business them money on business them money on business costs such rent costs such asas rent oror costs such as rent or electricity. terms electricity.

InIn terms ofof electricity.

In terms of convenience the market convenience toto the market convenience to the market that being targeted for that isisis being targeted for that being targeted for the film; convenience the film; convenience isisis the film; convenience already there; Kappa can already there; Kappa can already there; Kappa can be purchased anywhere be purchased anywhere inin be purchased anywhere in this time and age. lies this time and age.

ItItall lies this time and age.

Itall all lies advertising target inin advertising toto target in advertising to target them, they feel more them, soso they feel more them, so they feel more included the trend and included inin the trend and included in the trend and brand overall. brand overall. brand overall.

PRICE/ CONVENIENCE PRICE/ E CONVENIENCE PRICE/ CONVENIENC

The prices Kappa could The The prices prices ofof of Kappa Kappa could could be distinguished be be distinguished distinguished asas as premium because the premium premium because because the the prices for the tracksuits can prices prices for for the the tracksuits tracksuits can can range anywhere from £40 range range anywhere anywhere from from £40 £40 toto to £90.

Their collaborative £90. £90.

Their Their collaborative collaborative pieces can range anywhere pieces pieces can can range range anywhere anywhere between £90 £1000+ between between £90 £90 toto to £1000+ £1000+ which doesn’t appeal which which doesn’t doesn’t appeal appeal toto to majority their target majority majority ofof of their their target target market because most market market because because most most ofof of them are made up them them are are made made up up ofof of teenagers/ young adults teenagers/ teenagers/ young young adults adults buying into the nostalgic buying buying into into the the nostalgic nostalgic trend.

However, trend. trend.

However, However, collaborating with big collaborating collaborating with with big big designers such Faith designers designers such such asas as Faith Faith Connexxion has created Connexxion Connexxion has has created created interest the high earning interest interest inin in the the high high earning earning bracket; people who have bracket; bracket; people people who who have have more disposable income. more more disposable disposable income. income.

This has resulted This This has has resulted resulted inin in aanew anew new gap for Kappa target gap gap for for Kappa Kappa toto to target target aaa new audience. affiliation new new audience. audience.

InIn In affiliation affiliation cost the consumer toto to cost cost toto to the the consumer consumer prices should not change prices prices should should not not change change for anyone that the film for for anyone anyone that that the the film film isisis targeted because that targeted targeted toto to because because that that already the prices set by already already the the prices prices set set by by Kappa for everyone.

Kappa Kappa for for everyone. everyone.

THE CONSUMER PRICE/ COST TO CONSUMER THE CONSUMER TO THE COST TO PRICE/ COST PRICE/

Kappa Kappa Kappa has has has 33official 3official official websites websites websites that that that sell sell sell their their their products. products. products.

One One One ofof of the the the websites websites websites isisis aaEuropean aEuropean European based based based website website website that that that sells sells sells aaa combination combination combination ofof of their their their trendy trendy trendy sportswear sportswear sportswear and and and athleisure athleisure athleisure wear. wear. wear.

However, However, However, inin in their their their EU EU EU website website website they they they concentrate concentrate concentrate on on on the the the heritage heritage heritage which which which lies lies lies with with with football football football and and and rugby. rugby. rugby.

They They They sell sell sell football football football socks, socks, socks, footballs, footballs, footballs, football football football and and and rugby rugby rugby tops tops tops and and and sports sports sports equipment. equipment. equipment.

However, However, However, their their their American American American website website website isisis trendier trendier trendier not not not only only only with with with their their their clothing clothing clothing but but but how how how they they they have have have constructed constructed constructed their their their website. website. website.

Their Their Their website website website isisis more more more contemporary, contemporary, contemporary, models models models are are are very very very fresh fresh fresh faced faced faced and and and young, young, young, many many many who who who are are are popular popular popular influencers influencers influencers on on on social social social media. media. media.

On On On the the the American American American website website website the the the products products products are are are more more more contemporary contemporary contemporary and and and current, current, current, more more more suitable suitable suitable toto to the the the latest latest latest fashion fashion fashion trends. trends. trends.

They They They sell sell sell aabigger abigger bigger range range range ofof of accessories accessories accessories and and and range range range ofof of clothing. clothing. clothing.

Regarding Regarding Regarding toto to customer customer customer needs needs needs my my my film film film toto to would would would increase increase increase awareness awareness awareness inin in the the the target target target audience audience audience that that that I'm I'm I'm targeting targeting targeting my my my film film film to. to. to.

That That That awareness awareness awareness would would would turn turn turn into into into demand demand demand for for for Kappa Kappa Kappa because because because some some some people people people may may may relate relate relate toto to Kappa Kappa Kappa more more more than than than before. before. before.

NEEDS PRODUCT/ CUSTOMER PRODUCT/ NEEDS CUSTOMER NEEDS PRODUCT/ CUSTOMER

MARKETING MIX

MARKET STRATEGY

MARKET STRATEGY

EXPENSIVE

MODERN

TRADITIONAL

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MARKET POSITIONING MAP

AFFORDABLE

The axis names were chosen based on nostalgic brands that have become popular again. The axis are made up of popularity in the sports/ fashion industry and if its kept its traditional reputation or drifted to modern and contemporary trends.

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MARKET RE AND PLANN

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ESEARCH NING

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MARKET RESEARCH AND PLANNING

POLITICAL

Political factors such as Brexit could affect Kappa because it's an EU brand. Imports to the UK could be limited. The UK is one of their biggest consumers and target markets; losing out on customers could impact their sales in the long term. The UK leaving the EU can cause further constrains on trade tariffs and policies would also affect Kappa and how they sell internationally.

ECONOMICAL

Economic performance can also impact Kappa; factors such as economic depression, inflation and exchange rates could all impact Kappa. If the economy is going through a depression customer are more likely to save money therefore there would be less sales for Kappa leading to less profit. However, if the economy is going through an inflation it means prices on products would increase therefore meaning than people are less likely to spend disposable income on Kappa.

Kappa doesn’t have as big of a presence on social media as similar sports brands such as Nike or Adidas. However, because Kappa is more of a silent nostalgic brand, its strength lies in its heritage and this means they do not need technological strategies to remain strong in the industry. Kappa sell in a range of stores such as Size, JD and ASOS alongside their own European and US website. Kappa doesn’t have any tangible stores which is good because physical stores are declining; people are turning to online to shop. Not having any tangible stores saves on business running costs such as rent or electricity.

LEGAL TECHNOLOGICAL

PESTLE

SOCIAL

Social factors are one of the most important factors for Kappa because most of their target market teenagers and young adults. Those generations are built upon social media so Kappa needs branding strategies to correlate to them more causing interest in their business. Kappa needs to align themselves with their target market by following up on their customers after purchase to keep them stimulated and engaged.

Laws such consumer laws e.g. Sales of Goods Act, Consumer Rights Act 2015 and Data Protection act 1998. Kappa need to follow these to ensure ethical procedures and to protect their customers from being misled or deceived. Also, Kappa have certain labour laws they must follow to remain ethical nationally or internationally. Kappa must protect their workers through safety standards and working standards.

ENVIRONMENTAL

Kappa produces clothing, shoes and accessories. Some materials used in their items may be harmful to the environment such as plastic buttons, lace tips or rubber soles.

These products don’t decompose and can pollute the environment. Also transporting the products involves vehicles which create carbon emission which again can pollute the environment and lead to the eco system deteriorating. Therefore, recycling is important for Kappa because it doesn’t only give them a good image but keeps them environmentally friendly. Kappa's target is teenagers and young adults; a target that is more environmentally aware and conscious. Even though Kappa may not be able to fully meet environmental requirements they need to find a suitable margin to satisfy their customers.

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MARKET RESEARCH AND PLANNING

INTERNAL ENVIRONMENT

Kappa is a nostalgic brand that has recently uplifted their brand and reinvented themselves to fit society’s differences now. They have collaborated with the likes of Faith Connexion, C2H4, K-WAY, Gosha Rubchinskiy (Wonderland). It created a huge demand with the younger generation which now are influenced by what other people, celebrities and influencers wear. All the collections are priced at a premium price however, generation z is the most determined generation to strive to purchase these premium products for image at such a young age.

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MARKET RESEARCH AND PLANNING

Primary research was conducted for this campaign to find out how ethic minority groups reacted to questions about Kappa. It’s valuable information to find out if Kappa’s statement on capturing culture in their brand is what is reflected in their campaigns. The age group that this questionnaire was asked to was between the ages of 19-25 which is the age group that’s being targeted for the film and a total of 10 people were questioned.

When asked if they have ever heard about Kappa 80% said that they have leaving 20% who answered with no.

20%

80%

MARKET RESEARCH

When asked if they have ever purchased form Kappa 20% of people said yes and the other 80% said that they have never purchased from Kappa.

20%

80%

When asked if Kappa appeals to them 30% said yes and the other 70% said no.

30%

70%

When asked if they have ever heard about Kappa 80% said that they have leaving 20% who answered with no.

100%

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MARKET RESEARCH AND PLANNING

MARKET TRENDS MARKET

Kappa has taken a leap in the brand and have created clothing using denim which completely rebel against their brand. Kappa creates sportswear which usually contain polyester, nylon or viscose fabric in their garments. The use of denim in sportwear is completely unheard of because of denims properties are not made for sport. However, because Kappa has taken a step into fashion and fashion trends to create something controversial. Taking denim and applying to clothing that is advertised as athleisure is very popular. For example, Nike launched a shoe covered in denim. Levi has also been a company to jump into the athleisure trend by making their jeans more like ‘yoga’ pants.(Alender, s)

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SWOT

SWOT

MARKET RESEARCH AND PLANNING

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WEAKNESSES

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MARKET RESEARCH AND PLANNING

Strong heritage and nostalgic brand, concrete placement in the sports/ fashion market.

Good following on social media, has currently 656k followers on Instagram.

Successful collaborations with- Gosha Rubchinskiy, K-WAY, Faith Connexion.

Celebrity endorsements with celebrities like Migos and Luka Sabbat.

Kappa has a lot of nostalgic competitors such as Champion, Calvin Klein, Umbro, Fila, Ellesee, Kickers. Such a concentrated market which makes it hard to generate unique ideas.

Doesn’t have as much online presence as sports leading brands such as adidas and Nike.

Constant competitors limits market growth.

More collaborations with celebrities and designers to keep building their reinvention status.

SWOT

Adaptations of other brands are a threat to Kappa’s work.

Kappa could expand their product choice.

Kappa need to start using the newly built technology to create new garments and new ways of relating themselves more to their target market such as biodegradable and eco-friendly materials.

Nostalgic brands such as Umbro, Fila, Ellesse and Asics are threats to Kappa and can deviate customers from Kappa's brand.

Sports industry so competitive, companies must create a statements brand to keep themselves relevant.

Replicas created could affect Kappa's profit overall. If people believe Kappa's products have a premium price, they will seek alternatives.

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CONSUMER 21

FIGURE 9

TRIBES 22

CONSUMER TRIBES

Consumer 1 Contemporary generation z 18-23 Place of residence Student accommodations, suburban areas.

CONSUMER TRIBES

Occupation Full time student with part time job.

Acorn classification Aspiring, educated Inspiration Inspired by people around them and their environment. Also inspired by her peer’s art and art made by others.

Lifestyle Lives a rather unorganised life at university and outside of university.

Takes life as it comes and its able to adapt to problems that arise. This consumer is very much influenced by fashion trend on online and is very connected on social media.

Income Student loan/ ÂŁ24,000 Interests Clubbing with friends, art galleries, exploring, shopping.

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FIGURE 12 FIGURE 11

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FIGURE 14

CONSUMER TRIBES

Consumer 2 Stylish millennials/gen y 25-40 Place of residence Lives in the inner city of London

Acorn classification Semi established or fully established in life Lifestyle Lives an organised life and doesn’t like changing routines. Rents her own apartment in central London. Enjoys the finer things in life. Follows her own trends and mix matches athleisure with smart modern clothing.

Inspirations Inspired by magazines- both old and new Income ÂŁ40,000

CONSUMER TRIBES

Occupation Full time job as a fashion marketer

Interest Going out for coffees, still shops in stores as well as online, adores interior design, enjoys working, cocktail bars, enjoys cooking and going out on coffee dates with friends. Cherishes nostalgic and vintage items.

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BRAND AND CO ARCHETYPES/

ONSUMER / BRANDING

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BRAND AND CONSUMER ARCHETYPES

BRAND AND CONSUMER ARCHETYPES/ BRANDING

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Kappa’s archetype is creator because of how they have completely reconstructed the brand and what they stand for. That change has reflected in their clothing and how they create garments now. The garments are more expressive, unique and contemporary. They’ve created a brand from creating a new stand point in their company and flipping what they know about today’s modern society into tangible products that successfully targets millennials/generation z.

BRAND AND CONSUMER ARCHETYPES/ BRANDING

BRANDING

Kappa is internationally ‘s and their omini logo is what sets them apart from their competitors. Their nostalgic essence is also a reason why Kappa have become a strong and once again established brand in urban fashion. Kappa’s brand image is mostly reflected in urban fashion; they are a strong athleisure brand which is highly upheld by the people who buy into kappa’s garments. Kappa is seen as a high-end brand in the sports industry because of it price margins. Their personality is imaginative and innovative; always trying to be closer to its highly concentrated audience. Kappa’s brand touch points usually just take place pre-purchase or at a purchase. Kappa doesn’t follow up on customers after purchase however, this should be done to encourage customer loyalty. This loyalty can also be achieved by combining existing interest in the brand with first-hand experience.

“

Kappa®’s heritage is an inexhaustible source of inspiration for contemporary lifestyle. There are details and styles that go beyond time and identify a taste and a way of being. The Authentic Label take inspiration from this iconic and valuable heritage to reinterpret it in a new way all the time. Total look collections are born from the rereading of the styles that made the history of the brand, able to reach and capture different cultures and references of our time. Kappa®Authentic is a classic that constantly reinvented and imposes itself as a trend. Is the Authentic sporting spirit that becomes a lifestyle. -

”

(KAPPA)

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PROMOT 29

TION FIGURE 21

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PROMOTION

4 WEEK PROMOTION PLAN Week 1 April Short teasers stills and very short clips posted on Instagram before the official launch to capsulate the audience’s attention and make them aware.

Week 2 Campaign launch on Instagram and posted on the Kappa website.

Link to the full video on Kappa’s Instagram page (bio).

Week 3 Place more stills and a short 10 second clip.

Launch the campaign on the websites that sell Kappa such as JD and Footasylum.

Start planning for the big event which big Instagram influencers will be invited. Keep the event as multi-cultural as possible to support the cause.

PROMOTIONAL MIX

Week 4 Big launch party to celebrate the launch of the campaign.

Encourage people to use the hashtag “choose individuality” at the event and when posting pictures wearing Kappa in the future.

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This Kappa campaign is trying to accomplish the idea of promoting black females in brand advertising by eliminating the stereotypes of black women which have built up over time. The film creation will be part of a social media campaign and will be filmed by a small brand team including art director, stylist and photographer. Based on Kappa’s image it was difficult to find a location that was truly unique and reflects the objective of the campaign which is to “choose individuality”.

The object of the campaign is to raise the level of engagement with the brand via black female influencers on Instagram. Kappa currently has 656,000 followers on Instagram and the film campaign is looking to raise this to in excess of 100,000 followers over a six-month period.

The campaign should be achievable in relation to the social media platforms as the film will be promoted on their Instagram using a series of shorts and then the full video posted on the launch day of the campaign on Kappa’s YouTube channel.

In order for the campaign to have been considered a success data will have to be collated in relation to those engaging on social media to raise the brand awareness to young black females.

The campaign will launch Spring 2019 as this is the time that people flourish with the fashion senses since it’s a warmer climate and will run for four weeks.

PROMOTION

The film is going to be advertised on many different platforms. The plan is to have a short of the film (10 second clip) on Instagram as well as stills from the film posted every week to promote it. The full fashion film will be uploaded to YouTube on Kappa’s channel. The link to the full video will be posted in Kappa’s Instagram pages bio along with the hashtag ‘‘choose individuality” to support the campaign. The stills will also be shown on websites of the companies that sell Kappa such as JD, Urban Outfitters, Footasylum and Kappa to create awareness. Visual merchandising instore and online will take a great part of Kappa’s advertising as clips from the film will also be shown instore as well as online for the companies that sell kappa. The big screens at the front of sports stores such as JD will be utilised in front of the store to showcase shorts of the film as well as the small screens placed next to the Kappa stand where they display the clothing.

ADVERTISING

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FIGURE 23 FIGURE 24

WOMENS FALL

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REFERENCES/ 33

FIGURES FIGURE 25

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REFERENCES/ FIGURES

PAGE 3- Vintage threads. (2018). Brand history of Kappa. Available from: https://www.vintagethreads.eu/the_brand_history_of_ kappa/ [accessed date:1/10/18] Borrelli-Persson, l. (2017) Krazy for Kappa: Why the Iconic Italian Sports Label Is Fashion’s Darling. [online image]. Available from: https://www.vogue.com/article/kappa-faith-connexion-athleisure-collaboration [accessed date: 5/10/18] Kappa.(2018). Kappa’s timeline. Available from: https://www.kappastore.eu/the-brand [accessed date:3/10/18] PAGE 16- Wonderland. (2018). K-way x Kappa. Available from: https://www.wonderlandmagazine.com/2018/09/11/k-way-x-kappa/ [accessed date: 5/10/18] PAGE 18- Alender, s. (2018). Levi jeans. Available from: https://www.doyouyoga.com/levis-and-other-denim-companies-to-go-intoathleisure/ [accessed date:15/11/18] PAGE 28- Kappa.(2018). Kappa’s brand statement. Available from: https://www.kappastore.eu/the-brand [accessed date:3/10/18]

REFERENCES/ FIGURES

FRONT COVER- Monteiro, M. (2018). OWN IMAGES FROM FASHION FILM .[accessed date:10/11/18] FANDOM.(2018). Image of Kappa logo, black and white. [online image] Available from: http://es.liga-mx.wikia.com/wiki/Archivo:Logotipo-kappa.png [Accessed date:16/11/18] TWITTER.(2018). Kappa logo in red. [online image] Available from: https://twitter.com/kappa_uk/media [Accessed date:16/11/18] Calvin KleinFIGURE 1- Vogue.(2018). Images of Faith Conexxion collection with Kappa. [online image]. Available from: https://www.vogue.com/fashion-shows/ spring-2018-ready-to-wear/faith-connexion/slideshow/collection#22 [accessed date: 10/10/18] FIGURE 2-The illest.(2017). Images of Kappa photoshoot. [online image]. Available from: https://www.theillest.pl/lookbook-kappa-wiosna-lato-2017/ [accessed date:25/10/18] FIGURE 3- The illest.(2017). Images of Kappa photoshoot. [online image]. Available from: https://www.theillest.pl/lookbook-kappa-wiosna-lato-2017/ [accessed date:25/10/18] FIGURE 4-The illest.(2017). Images of Kappa photoshoot. [online image]. Available from: https://www.theillest.pl/lookbook-kappa-wiosna-lato-2017/ [accessed date:25/10/18] FIGURE 5- The illest.(2017). Images of Kappa photoshoot. [online image]. Available from: https://www.theillest.pl/lookbook-kappa-wiosna-lato-2017/ [accessed date:25/10/18] FIGURE 6- The illest.(2017). Images of Kappa photoshoot. [online image]. Available from: https://www.theillest.pl/lookbook-kappa-wiosna-lato-2017/ [accessed date:25/10/18] TWITTER.(2018). Kappa logo in red. [online image] Available from: https://twitter.com/kappa_uk/media [Accessed date:16/11/18] Calvin KleinStick PNG. (2018). Image of Calvin Klein logo. [online image] Available from: http://www.stickpng.com/img/icons-logos-emojis/iconic-brands/calvin-klein-logo [Accessed date:16/11/18] FilaHotjar.(2018). Image of Fila logo. [online image] Available from: [Accessed date:16/11/18] http://www.stickpng.com/img/icons-logos-emojis/iconic-brands/fila-logo KickersStick PNG. (2018). Image of Kickers logo. [online image] Available from: http://www.stickpng.com/img/icons-logos-emojis/shop-logos/j-crew-logo [Accessed date:16/11/18] Champion PINIMG.(2018). Image of Champion logo. [online image] Available from: https://i.pinimg.com/originals/9b/62/17/9b6217f7038f597954a9f5993aafe97a. png [Accessed date:16/11/18] ReebokStick PNG. (2018). Image of Reebok logo. [online image] Available from: http://www.stickpng.com/img/icons-logos-emojis/iconic-brands/reebok-logo [Accessed date:16/11/18] EllessePinterest. (2018). Image of Ellesse logo. [online image] Available from: https://www.pinterest.co.uk/pin/307018899589591335 [Accessed date:16/11/18] UmbroWikipedia. (2018). Image of Umbro logo. [online image] Available from: https://en.wikipedia.org/wiki/Umbro [Accessed date:16/11/18] FIGURE 8- The illest.(2017). Images of Kappa photoshoot. [online image]. Available from: https://www.theillest.pl/lookbook-kappa-wiosna-lato-2017/ [accessed date:25/10/18] FIGURE 9- The illest.(2017). Images of Kappa photoshoot. [online image]. Available from: https://www.theillest.pl/lookbook-kappa-wiosna-lato-2017/ [accessed date:25/10/18]

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REFERENCES/ FIGURES

FIGURE 7- Brand images on positioning map.

FIGURE 10- Jain, A.(2018). Things you do not like to do when you are clubbing. [online image]. Available from: http://chillaxspot.com/things-notlike-clubbing/ [accessed date:25/10/18] FIGURE 11- Unibaggage. (2018). Arts University Bournemouth logo. [online image]. Available from: https://www.unibaggage.com/shipping/universities/student-shipping-to-arts-university-bournemouth/ [accessed date: 25/10/18] FIGURE 12- Lauck, B. (2015). Fashion styling. [online image]. Available from: http://www.what-nxt.com/fashion-styling-the-kaleidoscope-effect/ [accessed date:25/10/18] FIGURE 13- Trade schools.(2018). Fashion merchandising schools. [online image]. Available from: https://www.trade-schools.net/business/fashion-merchandising-marketing.asp [accessed date:25/10/18] FIGURE 14- Warhol, a. (1967). Andy Warhol’s painting of Marilyn Monroe. [online image]. Available from https://www.moma.org/collection/ works/61239 [accessed date: 25/10/18] FIGURE 15- Fraser, I. (2016). London property market cooling as asking prices are slashed. [online image]. Available from: https://www.telegraph. co.uk/property/house-prices/london-property-market-cooling-as-asking-prices-are-slashed/ [accessed date:25/10/18] FIGURE 16- Muirhead, S. (2017). Are you a shopping addict?. [online image]. Available from: http://myweeklypreview.com.au/opinion/are-you-ashopping-addict/ [accessed date:25/10/18] FIGURE 17- The way to coffee. (2017). One day in Bratislava. [online image]. Available from: https://www.thewaytocoffee.com/specialtycoffeeblog/ bratislava [accessed date:25/10/18] FIGURE 18- Jobsite. (2016). What is it like living and working in central London?. [online image]. Available from: https://www.jobsite.co.uk/worklife/ whats-living-working-central-london-21607/ [accessed date:25/10/18] FIGURE 19- British institute interior design.(2018). Image of interior design. [online image]. Available from: https://biid.org.uk/ [accessed date:25/10/18] FIGURE 20- The illest.(2017). Images of Kappa photoshoot. [online image]. Available from: https://www.theillest.pl/lookbook-kappa-wiosna-lato-2017/ [accessed date:25/10/18]

FIGURE 22- Monteiro, M. (2018). Online screenshots of Kappa Instagram with overlay of fashion film.[onoine screenshot][accessed date:2/10/18] FIGURE 23- Retail Gazette. (2017). JD front of store image. [online image] Available from: https://www.google.co.uk/search?q=JD+FRONT+OF+STORE&rlz=1C5CHFA_enGB792&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjm6ezXr-PeAhVpDcAKHfHMClgQ_AUIDigB&biw=1394&bih=933#imgrc=ztb31Iwkykd-YM: [accessed date 13/10/18]

FIGURES

FIGURE 21- Arcaro, v.(2017). Images on dazed of Gosha Rubchinskiy collection with Kappa. [online image]. Available from: http://www.dazeddigital.com/fashion/gallery/22206/1/gosha-rubchinskiy-ss17-menswear [accessed date:7/10/18]

FIGURE 24- Monteiro, M. (2018). Online screenshots of Kappa Instagram with overlay of fashion film.[online screenshot][accessed date:2/10/18] FIGURE 25- The illest.(2017). Images of Kappa photoshoot. [online image]. Available from: https://www.theillest.pl/lookbook-kappa-wiosna-lato-2017/ [accessed date:25/10/18]

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