‘‘As a group our mission is to aid GLASSING into breaking the UK and the European markets by creating brand awareness through events, social influences and social media platforms at all suitable levels’’
BRAND RESEARCH
BRAND RESEARCH 1.
BRAND RESEARCH
Word of Mouth
Word of Mouth& Fresh Young
Social Media
Young & Fresh
Social Media Conceptual
Style
Events
Oneness
Modern
Experimentation
Style
Oneness
Perfection Perfection
The delivery of high end quality Innovation eye-wear with a focus on whilst remaining true to Thecraftsmanship delivery of high end quality Innovation Futuristic the brands core design ethos: eye-wear with a focus on Madness an toArt craftsmanship whilst remainingistrue
Creativity Creativity
the brands core design ethos: Madness is an Art
Uniqueness
Uniqueness
Craft
Fashion Fashion ForwardForward
Retail Environment
Retail Environment
Futuristic PR
Handmade
Handmade Craft
Website Website
TradeModern Shows
Experimentation
Conceptual
Events
Trade Shows
Cutting edge
Cutting edge
Advertising Advertising
PR
PRESTIGE PRICE
MASS MARKET
EXCLUSIVITY
MAPPING OF COMPETITORS
MAPPING OF COMPETITORS
AFFORDABILITY
2.
T R E N D A N A LY S I S
T R E N D A N A LY S I S
4.
3..
• Futuristic approach • Less is more, focus on quality rather than quantity • Gender neutrality
Micro-Influencers: A Gold Mine for Marketers
Sarah Owen, Cassandra Napoli 05.12.16
APPS CATERING TO MICRO-INFLUENCERS ON INSTAGRAM ARE BECOMING A VITAL TOOL FOR MARKETERS LOOKING TO EXPAND THEIR CAMPAIGN MESSAGE TO AN AUDIENCE THAT IS FAR MORE ENGAGED. WHAT ARE THE OPPORTUNITIES AND RISKS INVOLVED WITH TAPPING INTO THIS NEW SUBSET OF TASTEMAKERS?
84% of brands will use
influencer marketing in the next year usage of micro influencers to ensure optimized engagement
Small but powerful: micro-influencers have a smaller Instagram following (around 1,000 to 100,000) but a far more engaged audience
Burke, (2016)
Influencer apps emerge: a handful of apps and platforms connecting influencers with brands has surfaced in the midst of the demand for this new subset of tastemakers Benefits to brands: micro-influencers are less costly than celebrity influencers and present a more authentic and relatable social media story Effectiveness: ROI can be measured by calculating engagement levels, though brands must realise that the purpose of social media is not always to drive sales Takumi
The role of 'celebrity' in modern culture has changed drastically in recent years as social media users no longer have to possess a special skill to achieve Insta-fame. The rising popularity of the influencer phenomenon has led to individuals acquiring hundreds of thousands of followers over time, but in the current digital landscape there is a surge in influencers with far less of a following who are gaining traction when it comes to booking campaigns and becoming the new brand ambassadors. According to Instagram marketing platform, Dash Hudson there are 467,000 Instagram accounts that could be segmented into potential micro-influencers but that requires a closer look at engagement and content quality. Marketers are only just beginning to tap into this emerging group through sites and apps that act as middlemen in the relationship between brand and micro-influencer.
MICRO INFLUENCERS • Rather than using a celebrity ambassador, using a micro influencer who has more of an impact on their followers results to being more cost effective Engagement rate drops to
2-3% when influencer has above a 100K, and its 3-5% Dash Hudson
@_hannahchoi
Forward-thinking marketers have started to utilise micro-influencers for Instagram campaigns in order to promote their brand to a wider, yet more targeted audience. This new group of tastemakers has a significantly smaller following than the celebrity accounts that brands normally work with, are less costly, and generally have an audience that share a similar aesthetic and interests to the micro-influencer. “There are so many different types of influencers, and engagement rates fluctuate significantly depending on the platform and vertical,” says influencer platform Markerly’s CEO, Sarah Ware.
5.
below
Burke, (2016)
• Optimized engagement and create customer loyalty • GLASSING will be able to achieve a instant recognition with the influencer as the products will aid the influencer image and style as well as creating a good representation of the brand
ENDORSEMENT : CELEBRITIES 6.
‘‘PERCEPTIONS OF GENDER IDENTITY ARE EVOLVING AND MASCULINITY IS BEING REDEFINED. THIS MARKED SHIFT SIGNALS OUR NEED TO MAKE EXITING PRODUCT CATEGORIES MORE OPEN AND INCLUSIVE, AND LESS TIED TO TRADITIONAL STEREOTYPES.’’
8.
ENDORSEMENT
- British influensors - Targeting the correct target market - Marco: sufficant amount of followers to create a stronger engaement - Macro: inspiring well known celebrities to create a bigger awareness of the brand
INSPIRATION: COUPLES
(WGSN, 2016) S/S18 ACCESSORIES TREND WGSN.
MICRO- INFLUENCORS - INFLUENCERS MICRO JIMMY LAUNAY - MODEL AMBER LE BON - MODEL
7.
9.
10.
MACRO - INFLUENCERS MACRO - INFLUENCORS FEARNE COTTON - RADIO PRESENTER IDRIS ELBA - ACTOR
11.
• This 360 degree diagram demonstrates the process of the pop - up store and the main elements that are involved. These point will be expanded upon.
SOCIAL MEDIA
L O C AT I O N
C A M PA I G N LAUNCH EVENT VISUAL MERCHANDISING
360 DEGREES
• Being in this location our target consumer will increase volume due to having related fashion concessions within the Dover Street Market place
13.
• Seeking attraction from luxury fashion consumers
Test yo 2.1 bil retail i
Establi 9,400
Amplif Londo other
12.
Access 64.2 b
london&p
Established community 9.400 pop - up shops Amplify your brand London has more international retailers than any other city Access a huge market 64.2 billion GBP spend on retail in London
15.
(Plonka, 2014)
14.
L O C AT I O N
“Instant memories. Instant connections. Guests enjoy a wonderful souvenir they can print, text, email or post their pictures to Facebook and Twitter. Add a customized photo frame or backdrop, so your brand or event gets instant buzz”
16.
17.
(Selfiestation, 2016)
Heads on the walls: Expanding on GLASSING existing aesthetic • Bespoke Kiosk: A virtual try on screen, where the consumers can try out frames and create different looks.
18.
• Industrial Elements: New trend. Pieces of steel enhance the display with interesting materials and create an “underground” atmosphere, which is exactly the opposite from what a luxury brand present. Making the brand more accessible. • White Lights: Look more like natural sunlight and make people look their best.
19.
• Video motivation: Craftsmanship video, allow customers to customize their personal pair and purchase online All above create a unique costumer experience. USP Increase
VISUAL MERCHANDISING
20. 21.
d dande snse s s M raM uru # SS hhaar er eYoYo
LIMITED EDITION “A DIY approach is key: as fatigue grows for the slickness of the digital age, expect a renewed focus on do-ityourself designs and styles. This taps in to a wider desire for personalised products and one-off designs “ (WGSN, 2016)
• Limited edition sunglasses specific to each city exclusively available at the pop-up (GP- LONDON) • Monogramming service for the limited edition cases to add to the exclusivity. • Unique invitations sunglasses case for the launch event
22.
The video demonstrates the general idea of what the launch event could potentially look like. Incorporating all elements (shown below) that have been taken into consideration.
• Social Influencers present to promote the product • Snapchat takeover
• Interactive • Shareable • Engaging • Interview with designers • Personalized invite
23.
“Designers should be in the stores, talking to as many customers as they can. That can only help businesses and strengthen a partnership between designer and consumers” (Rath, P.M. et al., 2012)
LAUNCH EVENT
• Selfie booth
SOCIAL MEDIA
instagram 24.
25.
snapchat
• Influencers will create a greater impact and awareness of the brands social media through having input such as take overs, promoting the brand through posts and promotional campaigns and being present in launch events.
26.
• Consumers have a 15 second time frame to create engagement, this can be achieved through a quick flip video • Communicating the brand aesthetic through story telling
27.
MAD LAB : CRAFSMANSHIP
Particulars Initial Costs: 1) Pop Up Space
The breakdown of an overall estimation including all elements of the pop-up and launch event.
BUDGET
2) Visual Merchandising & Electronics a) Interiors of the Store (Includes the Floating Heads) b) Video Screens c) Photo Booth d) Ipads (3) e) PDQ Machine (3) f) Monogram Machine 3) Retail Staff (3) 4) Catering 5) DJ/ Music 6) Technology Cost (Website Revamp) 7) Craftsmanship Video Sub Total Paid Advertising: 30 Campaign Image Printing (Kooples) 31 Fashion Week Schedule 32 Press 33 Social Media
Launch Event
3000 1000 5000 1300 200 500 4500 1500 500 4000 1500 2000
Â
21000
23000
200 1000 30000 60000 25000 2000
Sub Total Production Costs: 1) Limited Edition (500 Sunglasses per City)
Sub Total TOTAL
Total
6000
a) Influencers (2) b) Instagram Posts c) Snapchat Geofilter
Sub Total Promotional Costs: 1) Invites (40)
Amount (in GBP) Pop Up Store (3 Weeks)
118200
118200
2000 2000
2000
300 300
300
143.500
TIMELINE
12 month preparation for pop-up Timeline 12 month prepara2on for pop-‐up store and launch event store and launch– event December •
April
Develop website/rebranding make over begins Crea2on of mad lab craAsmanship video Iden2fying micro-‐influencers
• •
August
• • •
Design of the invite Book DJ, Press for the event Plan social media marke2ng for the event • Find a blogger
•
Influencers post info about the pop up to spread awareness • Pop up set up begins (visual merchandising etc)
June October • •
Marketing begins for launch event Book place on fashion week programme schedule • Advertising online / homepage / facebook and Instagram preview
February •
Brainstorm Develop Ideas
Visual merchandising created with outside design team
November • •
• •
March
Ini2al Budget Plan Start of primary research for pop-‐up
•
January • •
Visit poten2al loca2ons Ask the influencers (who have been iden2fied) to become part of the brand • Discussion for design of limited edi2on sunglasses and sunglass case
July
Limited edi2on produc2on begins
•
Invites for event go out (selected group of industry specialists+ 40 • Request for Snapchat geo filter
May •
Shoot new campaign (kooples example) with male and female micro influencer
September •
Open pop up during fashion week (17th of september 2ll 8th of october) • Launch event 17th of September (limited edi2on glasses are introduced)
• This infographoc (to the right) demonstrates the results of a survey sent to a wide range of consumers; showing purchasing behaviour and the usuage of social media.
P R I M A RY R E S E A R C H
1. Website updates; Consistency and defining style rather than trying to do it all • Add craftsmanship video on homepage (MAD LAB) • Social media tab • Sunglasses should be displayed on actual models/unisex • Option for customizing own sunglasses • Currency change • Store locator tab divided into – Pop-up, concession, online, international stores • Constant online stream of Instagram feed • Language options 2. For future collections, design focus should be emphasised on one particular trend taking into account that less is more 3. To conclude the luxury experience, Glassing should offer a warranty on their products in order to ensure customer loyalty
4. Social Media; Create mobile app, Snapchat and YouTube channels • Regular updates • Closer relationship to consumers • Snapchat Takeover; Influencer takeover, employee and consumer takeover • Instagram Takeover • Behind the scenes videos (Craftsmanship) • Ensure the Omni Channel experience administrated by the micro-influencers 5. Focus on particular demographics; Millennials and Super Boomers 6. Concentrate on distribution Strategy; hyper-selective distribution • Makes the brand seem more luxurious and appealing when limited products are available • Abundance of choice is becoming a thing of the past 7. Determine success of the Dover Street Market pop-up store, and if desirable move the concept to other cities
R E C O M M E N D AT I O N S
REFERENCES List of Illustrations FIGURE 1 Glassing. (2016b) (2016) Luxury eyewear handmade in Italy. GLASSING. At: http://eu.glassing.it (Accessed on 17 October 2016) FIGURE 2 Wgsn (2016) Creating tomorrow | trend forecasting & Analytics. WGSN | Creating Tomorrow | Trend Forecasting & Analytics. At: http://wgsn.com (Accessed on 17 October 2016h) FIGURE 3 LS:N. (2016b) (2016) LS: N global. LS:N Global. At: https://www.lsnglobal.com (Accessed on 17 October 2016) FIGURE 4 WGSN (2016) Streetstyle SS17 At: http://wgsn.com (Accessed on 17 October 2016j) FIGURE 5 Owen, S. and Napoli, C. (2016) WGSN. At: https://www.wgsn.com (Accessed on 13 October 2016) FIGURE 6 Clash music. (2016) (2016) At: http://www.clashmusic.com/sites/default/files/styles/article_feature/public/field/image/k8.jpg?itok=2hsAGdG6 FIGURE 7 WGSN (2016) Unisex Eyewear Autumn Winter 2017 At: http://wgsn.com (Accessed on 17 October 2016h) FIGURE 8 The citizens of fashion. (2014) (2013) Amber Le Bon by Alberto Badalamenti for Grazia Italia-7. the CITIZENS of FASHION. At: https://thecitizensoffashion.com/2013/05/19/amber-le-bon-by-alberto-badalamenti-for-grazia-italia/amber-le-bon-by-alberto-badalamenti-for-grazia-italia-7/ (Accessed on 17 October 2016) FIGURE 9 Pause Magazine. (2016) (2016) Model series: PAUSE meets Jimmy Launay. PAUSE Online | Men’s Fashion, Street Style, Fashion News & Streetwear. At: http://pausemag.co.uk/2015/08/model-series-pause-meets-jimmy-launay/ (Accessed on 17 October 2016)
FIGURE 10 Wo What Wear. (2014) Celebrity Style. (2014). WhoWhatWear UK. At: http://www.whowhatwear.co.uk/what-are-they-wearing-celebrity-denim-reesewitherspoon-miranda-kerr-jessica-biel-2014/slide4 (Accessed on 17 October 2016) FIGURE 11 Vogue. (2016d) (2016) At: http://www.vogue.com/wp-content/uploads/2013/12/magazine-idris-elba-1_164713983801.jpg (Accessed on 17 October 2016) FIGURE 12 Eye care business. (2015) (2015) Most popular recent articles. At: http://www.eyecarebusiness.com/articleviewer.aspx?articleID=113496 (Accessed on 17 October 2016) FIGURE 13 Mintel. (2016) Global Market research & market insight. (2016) Mintel: Global market research & market insight. At: http://mintel.com (Accessed on 17 October 2016) FIGURE 14 Dover Street Market. (2016a) (2016) DSM London: Doverstreetmarket.com. At: http://london.doverstreetmarket.com (Accessed on 17 October 2016) FIGURE 15 Google Maps. (2016b) (2016) Google maps. Google Maps. At: https://www.google.co.uk/maps?client=safari&rls=en&q=google+maps+dover +street+market+london&bav=on.2,or.r_cp.&bvm=bv.135974163,d.ZGg&biw=1432&bih=730&um=1&ie=UTF-8&sa=X&ved=0ahUKEwiTrpex5HPAhUJDcAKHdEWAT0Q_AUIBigB (Accessed on 17 October 2016) FIGURE 16 Dale, M. (2014b) (2014) KITE EYEWEAR. Menswear Style. At: http://www.menswearstyle.co.uk/2014/05/16/kite-eyewear/1139 (Accessed on 17 October 2016) FIGURE 17 H&M. (2015) (2016) VM. At: http://hmvm.co.uk (Accessed on 17 October 2016) FIGURE 18 Glassing. (2016b) (2016) Luxury eyewear handmade in Italy. GLASSING. At: http://eu.glassing.it (Accessed on 17 October 2016) FIGURE 19 General Eyewear. (2015b) (2015) At: http://www.generaleyewear.com/page/ (Accessed on 17 October 2016)
FIGURE 20 Retail Focus (2015) Opticians: In the frame. Retail Focus - Retail Blog For Interior Design and Visual Merchandising. At: http://www.retail-focus. co.uk/features/1275-opticians-in-the-frame (Accessed on 17 October 2016e) FIGURE 21 Etsy (2016) Your place to buy and sell all things handmade. Etsy. At: https://www.etsy.com/uk/listing/194689544/similar (Accessed on 17 October 2016) FIGURE 22 Instagram. (2015c) (2015) Instagram photo by GLASSING OFFICIAL 🔷 • Jun 10, 2016 at 10: 31pm UTC. Instagram. At: https://www.instagram.com/p/BGfaVjxFsXV/ (Accessed on 17 October 2016) FIGURE 23 ‘Gucci icon-temporary store, New York’. (2010) Created by GUCCI. 19 April 2010. At: https://www.youtube.com/watch?v=VNnPRghp0Oc (Accessed on 17 October 2016) FIGURE 24 Instagram. (2016) At: https://www.instagram.com/amberlebonofficial/ (Accessed on 17 October 2016c) FIGURE 25 Instagram. (2016d) (2016) At: http://scontent-b.cdninstagram.com/hphotos-xaf1/t51.2885-15/10724835_1489911797956057_997293441_n.jpg (Accessed on 17 October 2016) FIGURE 26 Facebook. (2016b) (2016) Glassing. At: https://www.facebook.com/glassingofficial/ (Accessed on 17 October 2016) FIGURE 27 Vinylize by Tipton. (2016) Vinylize craftsmanship. (2016) YouTube. YouTube. At: https://www.youtube.com/watch?v=sCKxkevcrG8 (Accessed on 17 October 2016)
Bibliography Burke, C. (2016) What is a Micro-Influencer? At: http://www.mavrck.co/what-is-a-micro-influencer/ (Accessed on 6 October 2016) Owen, S. and Napoli, C. (2016) WGSN. At: https://www.wgsn.com (Accessed on 13 October 2016) Plonka, M. (2014) ‘YOUR GUIDE TO SETTING UP A RETAIL POP-UP IN LONDON’ In: YOUR GUIDE TO SETTING UP A RETAIL POP-UP IN LONDON 14 [online] At: http://files.londonandpartners.com/business/resources/POP_UP_FINAL.pdf (Accessed on 11 October 2016) Rath, P.M. et al. (2012) Marketing fashion: A global perspective. New York: Fairchild Books. Retail Touch Points. (2016) Pop-up stores become more than just A trend. At: http://www.retailtouchpoints.com/features/special-reports/pop-up-stores-become-more-than-just-a-trend (Accessed on 7 October 2016) Selfiestation. (2016) Photo booth for sale | photo booth rentals. At: http://selfiestation.com (Accessed on 17 October 2016) WGSN. (2016) WGSN. At: https://www.wgsn.com/content/reports/#/Accessories/w (Accessed on 17 October 2016) WGSN. (2016) WGSN. At: https://www.wgsn.com/content/reports/#/Accessories/w (Accessed on 17 October 2016)