6 month campaign report Strategic fashion marketing
Contents 1.
Executive summary p.4
2.
Introduction p.5
3.
PEST p.6
4.
Market analysis p.7
5.
Social media presence p.8
6.
7 P’s p.10
7.
Competition analysis p.14
8.
Target consumer p.16
9.
SWOT p.18
10.
Marketing objectives p.19
11.
Marketing strategy p.21
12.
Collaborators p.23
13.
Timeline of events p.26
14.
Budget p.28
15.
References p.30
miavickerystore.com
Executive summary The purpose of this marketing campaign report is to analyse the current situation of the brand Mia Vickery and interpret the information using primary and secondary data to create a strategic marketing plan of 6 months. The audit will include examination of the current internal and external marketing environments, marketing activities, customer perceptions and brand objectives.
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Introduction Mia Vickery is a Malta-based designer womenswear brand. This brand is relatively new, only having launched one collection and can still be considered a startup business. It’s name is known amongst the local fashion scene having been on the catwalks of London Fashion week and Malta Fashion week but seeks to reach a larger audience within the local and international market. The brand focuses on creating quality bespoke garments. The signature look of the brand is elegant, smart-casual wear which can be worn day-to-night. The brand seeks to inspire confidence in young women, making them feel comfortable in their own skin by creating comfy yet flattering silhouettes. It embraces the feminine and is inspired by the natural shades found in the Mediterranean. The brand is most well known for it’s fully customizable trousers which are flowy and have a slit in the leg, this is a signature piece of the brand’s identity since it gained most attention in the first collection. Mia Vickery is an ethically conscious brand throughout it’s process, from fabric sourcing to packaging and it aims to become more sustainable over time. Previous collections have been minimal yet classy and it aims to incorporate more unique textile prints in future collections whilst still being cohesive with the first collection.
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Macro environment (PEST) Political Brexit -A post-Brexit scenario will see a weaker pound turning Greece and Cyprus into fiercer rivals. However, Malta could leverage the fact that English is one of its official languages in order to expand niche markets in tourism, teaching and training. Covid-19 Economic Economy expected to slow down, but will remain one of the EU’s strongest growing Employment rate decreased Lower disposable income Malta dependent of tourism and services is going to suffer due to airports and restaurants forced to shut People more likely to save their money in-case of another pandemic Social and cultural Social distancing Less gatherings Events cancelled due to covid-19 Two new netflix series ‘Too hot to handle and Love is blind” are binge worthy series based around finding love or romantic connection. They are both similar in having some sort of physical restraint from each-other in order to find a deeper connection. This can be relevant and relatable at a time like this when people are in quarantine. They also both take place in Mexico, a hot climate, close to the beach and wearing beach resort clothing. Technological E-commerce has come in very handy since all shops are closed Opportunity to increase online traffic due to people having to stay home 6
Market situation analysis -
Current position in the market
Market size -
Malta North East, main location: Central Sliema Smaller place with a higher chance of being seen with the same people at events, meaning people wanting more unique and one off pieces to avoid wearing the same outďŹ t.
Trends -
Sustainability Longer lasting items Celebrity look alike clothing Rise of the fashion scene gaining more interest with most references from the internet since not alot of celebrities are seen on the streets of Malta and celebrities on TV are mostly international.
Customers -
Buyers are older with secured jobs Followers and likes come from a younger generation
Competitors -
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There are no current competitors in direct competition with Mia Vickery Other sustainable brands such as Luke Azzopardi have a very different brand identity, helping them stand out from each other. Competitors have higher prices, due to having an already established brand but giving Mia Vickery a competitive advantage.
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Social media presence For a relatively new brand, Mia Vickery has a decent social media presence and has great potential to grow. Followers react best to collaborations with common faces such as local models and inuencers.
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Feed
Decent amount of following Good use of bio and links Feed ďŹ ts the aesthetic of the brand Most popular post is a collaboration with local model Lyann
Insights
Facebook -
Best post engagements is with local fashion blogger Alexia and local model Rebecca
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Best posts
7 P’s Product The products range from tops, jumpsuits, trousers to skirts. The products are a reflection of the brand’s values; classy and flattering yet comfy garments. The signature items which Mia Vickery is known for are the customizable and flowy trousers and jumpsuits. Price The price covers production costs which are slightly higher since fabrics are bought in small quantities for one-off designs. The company uses strategic pricing strategies and price the products similar to competitors. The price is slightly lower since it is a relatively new brand and has less brand recognition compared to its competitors, making it more attractive to new customers. The price range starts from €20 on smaller items such as the tie up tops and goes up to €120 on full pieces such as jumpsuits. Place The brand is mostly online based which is the most suitable for a start-up brand. This allows a place for international customers as well as local. There is also a studio location for fittings in Malta where the company is based. There have been several pop-up stores around Malta during fashion events. They have recently partnered with a local fashion outlet to sell remaining garments from the previous collection. Promotion Promotion is one of the main marketing strategies to help strengthen the brand’s identity. Every promotional strategy reflects the brand values and ideals such shooting in locations to embrace the natural beauty of the mediterranean island and the models or taking part in events which promote sustainability and contributing to local charity events.
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11 miavickerystore.com
12 miavickerystore.com
Physical evidence Any order placed will be individually wrapped in recycled black tissue paper, a sticker with the brand’s name placed on it and finalised with a twine ribbon. This reflects that the brand is inspired by natural resources and bares in mind the environment when it comes to sourcing materials. Business cards and a personal letter written from the designer to the customer are placed inside, this creates a touch of thoughtfulness, making it personalised and not seem like the customer is just another number order. This extra touch adds value to whatever will be inside, no matter how small and builds that bond between the brand and consumer. Process Consumers can purchase through online experience either through the website which is clear and easy to navigate and accepts paypal, a well known and trusted service. They can message the designer through facebook messenger, instagram direct or email. The response rate to customer queries is within an hour. Returns are possible through the policies found on the website which are between 14 days. People The company is made up of 2 employees, the designer and seamstress. Being a small scaled and startup fashion label, the designer takes responsibility for all customer queries, marketing and delivery of products. The local market has the option to have the products hand delivered. They had used a manufacturer in the first collection, however experienced communication errors and the final designs not being exactly as described.
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Competition analysis Differentiation and USP The direction in which the brand Mia Vickery is heading with this new marketing campaign is to gain recognition as a sustainable brand which is still stylish and not your typical minimalist design. As part of the sustainability characteristic of the brand, the unique selling point is that the garments are made to be customisable by the wearer. This promotes longevity and vastity of styles that can be created by one item of clothing, all coherent with the trend of slow fashion. Each garment is hand-made, meaning every piece created is unique and limited to a certain amount being sold, creating a sense of exclusivity and urgency to purchase them. Competitive advantage The competitor advantage the brand Mia Vickery has are that there are no local brands in direct competition as a sustainable brand. There is a huge opportunity to claim that area in the local market being an established brand but still having room to grow as a new brand. Another advantage which is aimed at gaining new customer interest is the price which is lower than competitor brands, without sacriďŹ cing on quality. Prices can be changed in future collections, however the goal is to gain positive customer relationships through good quality garments. Once this is gained, prices can easily be increased with increased interest.
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Perceptual map Competitors include local brands which are most similar to Mia Vickery which are; Carla Grima, Didi Mizzi, TIA and Nicole’s boutique.
price
quality
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Target consumer This is the ideal customer that the Mia Vickery targets.
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Customer Profile - Isabella Rae Age: 28 Gender: Female Status: single Location: Between Malta and Australia Occupation: iGaming content management Salary: â‚Ź65,000 annual income not including bonuses Education: High school Lifestyle: Vegetarian, island life, health conscious, beach party events, travels, photography, yoga and mindfulness Habits: Active on social media, shops online, keeps on trend, drinks occasionally Values: Spirituality, island life, nature, friends and family, animals, feminism Psychological buying behaviour: Will source all best cost effective options before purchase, looks for unique one-off items to stand out, will post to social media if it is aesthetic and spent a decent amount of money 17
Micro environment (SWOT)
Strengths: Small island, word of mouth is easier and more effective for local business International connections Social media is aesthetic, follows brand identity and has a sufďŹ cient following Well known connections and contacts High quality fabrics Can cover many sizes smaller stock Low inventory, lower manufacturing costs Risk on with promoting
Weaknesses: Handmade items, takes time to make garments Start up, small scale No proďŹ ts Little funding Small market, smaller audience Website is not up all year round due to cutting costs in winter season
Opportunities: Low cost marketing would be more effective in local area Social media presence broadens the market to international Use the good connections with inuencers to promote brand Good presence in the fashion scene in Malta More people are open to buying online only due to pandemic
Threats: Styles can be copied by more established brands Initial cashburn will be too high for the turnover E-commerce only, presence is limited
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Marketing objectives The marketing objectives of this campaign report is to increase brand awareness, strengthen customer relationships and brand perception through promoting the new collection of 2021 in a way to stand out from its competitors leading to ROI, although profits are not the main goal of the campaign. The new collection will be cohesive with and build on the current brand perception, making it a more established fashion brand and giving it a clearer place in the market. Suggested actions taken with new collection: -
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Keep on on trend with 2021 colours and styles Have add-on items such as headscarves or masks which are cheaper but are more accessible to the wider market and younger generations to hop onto the trend and spread the word on social media Collaborate with local trusted brands such as a package deal with jewellery
The goal through these 6 months of marketing activities is to understand the consumers wants and needs, leading to a ROI of the new collection launch. Although profits are not the main goal of the campaign, it is important to gain some investment back into the business to be able to plan for future campaigns, since it is a startup business starting with little funding. Suggested actions taken with social media: -
Create a viral trend like a hashtag or an interactive competition to create a large amount of interest in a short amount of time and create a ‘buzz’ using paid promotion on social media
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Introduction to the Marketing strategy The goal is to increase brand awareness with the use of social media. The change of the marketing mix will be promotion. It will be a more consistent, planned out promotion strategy, including a wider range of platforms. The consistency of posts and more intense interaction will gain stronger brand loyalty with current followers and aim to attract new potential customers.
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Marketing strategy The marketing strategy will include using new promotional strategies. These include using a wider range of social media platforms such as Tiktok and Youtube, with more consistent and scheduled posts on current platforms such as Instagram and Facebook. On Instagram the goal is to gain followers through quality content targeted at the speciďŹ ed audience, through working with the instagram algorithm. Research says that interaction and comment lengths push posts to the top, meaning it will get more views. Having interacting posts such as questions and polls, will increase the response rate of followers. A previous successful promotion strategy was an Instagram giveaway competition. Creating a viral and trending competition will give people an incentive to follow or interact. This can be used again. The reason behind building a genuine social media following is to promote the upcoming ss21 collection and all future campaigns. It is a free platform which is always marketing any brand that has an account and is another point of sale ever since they introduced instagram shop. It is an essential tool to have at this current time, to add to brand identity and recognition. The ss21 collection will provide new products. This allows the brand to start to develop it’s sense of identity. Along with the new collection, there will be a new logo background. The font will remain the same so to still be distinguishable by previous customers. The colours will match the colours of the collection, as to be more easily identiďŹ ed and relevant.
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Promotion The new promotion strategy will include taking advantage of social media and inuencer marketing. This is a cost effective way of marketing, still being a new brand with a low budget. Playing to the strengths of the brand having connections in the local fashion scene, they can easily reach out to local inuencers. By creating a hashtag, customers can tag their products and will be reposted on the page of the brand. This is a free marketing strategy because in return for them tagging the brand, they will get exposure on their account. This is relevant to the time being that our target consumer is conscious of their social media presence and seek to gain real followers at any chance they get.
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Collaborators Suitable instagram inuencers for the target consumer. Collaborations include sending the inuencer an item of the new collection and them tagging the brand in a picture post.
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Sarah Zerafa
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Has won best social media influencer at Malta Fashion week Has international influence as well as Malta Is associated with high end brands
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Natalya
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Her instagram has the aesthetic that closely reflects Mia Vickery Has a smaller but niche audience, closer relationships to her followers Smaller but effective
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Shanel De battista
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Former Miss Malta She will reach target customers Influential towards target customers who are older (25 - 35) and more financially dependent audience
Timeline of 6 month marketing events 2nd December / 2020 - Announcement -
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The ďŹ rst announcement of an upcoming collection to look out for will be made during the biggest local fashion even Malta Fashion Week, whilst there is a buzz where fashion and media is on high alert. The announcement will be posted to Youtube on the designer’s channel, instagram and facebook. By posting during a huge event like MFW, the brand can gain more exposure by piggybacking onto relevant hashtags on social media This strategy will allow this brand to be associated with a prestigious event and could potential reach a further distance than just a regular post
25th January / 2021 - First look -
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The ďŹ rst sneak previews will be posted to social media, potential patterns and themes will be shown to the public giving them a chance to interact. Data will be analysed from these posts and analysed to plan for future targeted advertisements.
February - Consistent content -
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Continue posting consisten content on social media whilst receiving and analysing data from target audience whilst the collection is being made in order to redirect future promotions. Include polls on instagram and facebook During this time is when the look book will be shot Sneak-peak previews of the lookbook photoshoot setup will be posted to the stories of instagram and facebook This creates a personal experience for followers, feeling as if they were part of the journey, helping build the brand 25
8th - 22nd March - Inuencer collabs -
Dedicate each week to a different inuencer as to not overload social media with the same content
29th March - Lookbook release -
A high quality video lookbook preview will be released to social media Paid promotion on instagram using the lookbook throughout this time till the launch of the new collection is dropped.
30th April - Pre-launch event -
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The event will be hosted at a local destination well suited to represent the brand. The location would ideally be at a beach lido found in the east along the coastline of Malta. This area a wealthier area of the island and is the geographic location of the target customer This area is more prone to english speaking and the event can be held in english, meaning it can welcome international guests and media attention Media and inuencers will be invited, along with relevant people to network with in the fashion scene. There will be a limited capacity of around 100 people. The event will consist of live entertainment and a fashion show where pre-orders of the collection will be available. This pre launch event will gain media coverage, gaining attention just before the launch, alerting people and create a hype. The pre-launch is also an opportunity to gain email list by asking guests to write down their contact before entering. 26
The Launch! 7th May -
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The collection will be launched and the website will go live, ready to receive orders. Email contacts will receive a notiďŹ cation when the launch drops, giving them instant access to the website through the email link. The launch will only be live for a couple of weeks This limited availability will create a sense of urgency and exclusivity in consumers, time pressure can lead to more of an impulse buy and ultimately more sales
7th - 28th May - Post launch -
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This time will be used to dedicate time to answering customer queries and giving a satisfactory customer experience. Email marketing will be sent to follow up on customer purchases and to notify ďŹ ltered customers who have not yet purchased that stock is almost sold out Updates through social media will be up to date notifying followers what is still available and what is sold out. Data on purchased collection will be analysed for future marketing campaigns.
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Budget Estimated value of collection: €5000 Budget for campaign €2500 Estimated ROI: €2500
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Fabrics €500 -
For the ss21 collection
Fashion show €250 -
Work in conjunction with lido owner/ find a place where there is little to no cost on the venue - deposit fee is fine
Photographers €300 -
Use connections to invite upcoming photographers Invite one established photographer to pre-launch party which will be worth the money as it will be posted on Mia Vickery’s social media as well as his, meaning more exposure Film photographer for the photoshoot for will cost a little to cover film cost 2 rolls (72 shots) €30
Models €400 -
Use prestige model agencies such as ModelsM or Supernova to show high standards. Pictures last forever, so it is worth getting professional models.
Makeup and hair -
Ask friends in the trade to help out as to cut cost
Paid promotion €100 -
Facebook and instagram ads
Influencers €250 -
Choose one big influencer and a few smaller ones as the more the followers the most it costs per post According to webfx.com, an influencer marketing cost guide “With more than 1 billion users — 80 percent of which follow a business — Instagram is a go-to influencer hub. It’s also a cost-effective channel when it comes to influencer marketing, maintaining an average price of $10 a post, per 1000 followers.” 29
References https://theodora.com/wfbcurrent/malta/malta_economy.ht ml https://maltaproďŹ le.info/article/7-ways-how-brexit-can-affe ct-malta http://www.salaryexplorer.com/salary-survey.php?loc=133&l octype=1&job=36&jobtype=1 https://www.diva-portal.org/smash/get/diva2:427555/FULLT EXT02.pdf https://www.independent.com.mt/articles/2020-02-29/local -news/Malta-s-economy-confronted-with-sustainability-ch allenges-EC-6736220186
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