5.5 Promotion

PROMOTION

With internet usage increasing by 2.4% annually, with social media usage increasing by 3.5% since 2019 in NZ, Stella should capture this growth through multiple channels (Kemp, 2020). Similar to the UK, promotional methods must be innovative and communicated through multiple digital platforms in order to maximise its reach. Digital adoption has been accelerated by Covid-19 (McKinsey, 2020). The promotional mix will be standardized to ensure a consistent brand image is communicated worldwide, reducing costs and resources whilst aspects will be adapted to the cultural level to stimulate interest (Kapferer, 2012).

The main purpose of promotion for Stella in NZ is to raise awareness prior to the opening of the store (Primary objective - Section 4.2) Gen Z and millennial consumers in NZ may be aware of Stella because of their global presence and social media platform however may be unaware of the extent to which they operate sustainably and their efforts to protect the environment. Once awareness is built, demand through their website and through the store can be a focus.

RAISE AWARENESS CHANGE PERCEPTIONS STIMULATE DEMAND

PROMOTION: POES MARKETING MODEL (Dietrich, 2014)

TOWS: Appendix 3 S2 + O1 Use social media heavily throughout launch W3 + O4 Collaborate with Mindful Fashion New Zealand (MFNZ) S1 + O1 Communicate sustainable value though social media

Paid: Brand ambassador strategy using well-known NZ model, Stella

Maxwell whose image and morals are inline with those of Stella’s. Using her platform (5.4million Instagram followers) to deliver an inspiring experience on social media and create engaging content to generate a larger following in NZ (Kapferer, 2020).

Owned: Brand website (88.9% internet penetration) and social media (76% smartphone penetration) (JPMorgan, 2020) are crucial to connecting with consumers and leveraging the presence of the store (S2 +O1). Create visual and auditory content through mainly YouTube, Facebook and Instagram, delivering contextual information including personality, heritage and values (Kapferer, 2020). Offer rewards and memberships that can be used in-store to encourage footfall. Must continue to communicate their transparency online by addressing global and local issues that will resonate with NZ consumers (S1 + O1). Earned: Collaborate with charities and

organisations that are aligned with Stella’s mission and brand principles e.g., Mindful Fashion New Zealand (Section 3.6). (MFNZ) (W3 +O4). 84% of consumers believe it is important for companies to support charitable causes (Mintel, 2019). Stella successfully earned awareness through the design of Meghan Markle’s wedding dress which obtained high coverage. This form of promotion could be used as a marketing strategy that could be used in NZ.

Shared: Use social media platforms to encourage consumers to share content in response to a purchase which creates a sense of community. Use trending hashtags e.g., as #StellaStore and #StellaStudio or invite ways of styling a particular product, helps to spread awareness through word of mouth and creates a testimonial for customers they are aiming to attract (Chaffey, 2019).

PROMOTIONAL METHOD Fashion Film

Fashion films are a form of experiential marketing and can be displayed across multiple media channels, providing digital content to the target demographic. Digital promotion will communicate Stella’s luxury appeal therefore justifying their premium price (Soloaga & Guerrero, 2016). Capturing their attention and imagination should lead to higher conversions therefore deeper customer loyalty (Soloaga & Guerrero, 2016). This form of promotion responds to both the Entertainment and Educational aspect of the Experience Economy (Pine & Gilmore, 1999). Stella will benefit from capturing the awareness of customers and increasing sales whilst consumer’s gaining an insightful view of the brands commitments, feeling inspired by the film. BRAND EXPOSURE

Fashion film released on You tube, Facebook, Instagram and display in-store to draw a consumer’s attention to Stella McCartney’s brand identity and the launch of the store.

PROMOTION OF CLOTHING

The purpose of the film is to promote both their sustainable practices, core values whilst promoting their in-store collections to attract consumers in-store and therefore generate sales. Focus on Stella’s A to Z manifesto (Appendix 1) to highlight prominent aspects of the brand

ATTRACTING NEW CUSTOMERS

Digital films establish closer and more intimate relationships with customers due to their creativity to display their clothing and opportunities for interaction (Business of Fashion, 2020). Creates opportunities to create further promotional content in response from both Stella and consumers, creating a desirable community. Details of the new store in Auckland should encourage viewers to visit the store

EDUCATE CONSUMERS

The purpose of the film is to build awareness (Primary objective- Section 4.2) amongst the new market and to project Stella McCartney’s ethical and sustainable principles through storytelling and emotional context. With Kiwi’s interested in Sustainability, the film will resonate with them and therefore increase their perceived value of the brand, creating a sense of personalization.

PEOPLE

A standardized work environment, operating as one business, one team based internationally. The network of people behind Stella are indulged and passionate about the values and ethics which effects the behaviour of consumers (section 2.5) (McCartney, 2020). They foster skills and look for constant improvement which is supported by the ‘Supplier improvement programme’ developed to provide training and support to challenges they face (McCartney, 2020). The new expansion into NZ may encourage the sourcing of local craftsman or partnerships to bring about long-term change and innovation (TOWS: S3 + O4). New employees in the Galway Street store will endure extensive training to improve their knowledge and skills of marketing personnel in order to nurture the customer experience (Kolter & Keller 2016).

PROCESSES

Improved operations: Adapt - Develop loyalty programs (Frequency

Programs FPs) designed to reward customers, improving the relationship between Stella and the consumer whilst creating cross-selling opportunities in the process.

- Offer free in-store styling consultations instore to new customers as a form of PR and personalization, improving both functional (quicker, ease) and symbolic (confidence in purchase) (Radclyffe-Thomas and Natascha, 2018). Processes encourages people into the new store, leading to an increase in acquisition (objective 2). This acts as a form of promotion is customers value their experience and are leave feeling satisfied with the service (Radclyffe-Thomas and Natascha, 2018).

PHYSICAL EVIDENCE

Tangible cues reflecting quality of the experience or brand values: Standardize - Memorable store ambience (section 5.3.4), encouraging consumers to stay longer which increases chance of a transaction (Chaffey, 2019). The use of sustainable materials used in a modern way will transform the notion of luxury whilst ensuring Stella communicates her sustainable values (Imms, 2019).

- Sustainable packaging using TIPA plastic film, a bio-based, fully compostable solution. This will assist NZ towards achieving their aim of all packaging being 100% sustainable by 2025 whilst standing out from competitor’s (McCartney, 2020).