NYARADZO MAFUNGA MARKETING REPORT
CONTENTS EXECUTIVE SUMMERY BRAND POSITIONING INDUSTRY SITUATION COMPETITOR ANALYSIS - W MAGAZINE COMPETITOR ANALYSIS - DAZED AND CONFUSED BAND ANALYSIS POSITIONING MAP SWOT ANALYSIS PEST BRAND ONION ACTION IMPLEMENTATION PLAN
EXECUTIVE SUMMARY During this project and my final major lm really focusing on branding myself as a stylist. As a stylist I’ve been figuring out my strongest points and the styles that l am into that define my style aesthetic. l would like my work to feature in and l am more into editorial and conceptual fashion films. With fashion films l love all the accepts from it from creating the story boards and coming up with the film concepts and editing the fashion film. My fashion film visuals are strong and lm always trying to come up with an interesting concept that’s striking.
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BRAND POSITIONING My brand of styling will show how you can experiment with fashion itself to create unique sense of style. The qualities and values l have that represent my brand of styling really well is people are able to trust me to deliver their vision and the decisions l make which
shows
confidence
in
what
l
do.
INDUSTRY SITUATION According to flipp 2015 was a difficult year for magazines that publish digital as lot of consumers where not seeing the benefits of having digital copy of their favourite magazine. In addition to that Apple also removed the nesstand on all their products which means publications such as W magazine , cosmo , GQ an more can now sit on the consumers device and are more noticable. In 2015 the UK Audit Bureau of Circulation showed that that the digital download numbers had gone down due to the consumers not pleased with the content they where getting online. From the report by flip they analysed why magazines are failing to hack the digital mazine industry and why the readers are not happy with the content they are getting. “Readers want simplicity, and quality. They want good stories, entertainment, access to all editorial content across a range of devices and channels. They want value, and speed of delivery. And they want consistency�. - David Hicks In 2013 business of fashion reported Conce Nast had launched a new subscriber service with amazon.According to them Conde Nast operates in 27 markets, publishing 128 magazines. W magazine , Vogue , Vanity Fair, Wired are all part of Conde Nast. The new partnership with amazin is quite intresting considering you have to also pay a monthly or yearly subscribtion feee which is separate from the magazine monthly subscribtion. The new partnership with amazon was a first for publishing magazines and it was a way of delivering a quicker service for their readers. The contednt from the apps is the same with what youd get from their website and the reader as the option to pay a yearly fee and download the magazine on their device. Having publications available digitally is quite useful as some readers sometimes dont have time to go out and purchase hard copy. Its very convient for someone on the go.
“Readers want simplicity, and quality. They want good stories, entertainment, access to all editorial content across a range of devices and channels. They want value, and speed of delivery. And they want consistency�. - David Hicks
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COMPETITOR ANALYSIS W MAGAZINE Edward Enninful is a British fashion stylist and the fashion and style director at W magazine. W magazine is a American fashion magazine for men and women that is published monthly by Conde Nast. Edward stated in a W magazine back in march regarding where his ideas come from that “I take random inspiration from everywhere,”. and when he took over as the fashion stylist and director there was an improvement for the publication as ad sales went up 16.7 percent by May 2012 prior to him taking over according to Media Industry Newsletter. His style is striking and l like how he likes to work with vibrant colours in some of his shoots by having the photographers manipulate lighting to get interesting results. The stylist has worked with big celebrities in the fashion Industry and is a close friend to supermodel Naomi Campbell. Recently the stylist was given the honour by princes for his contribution and work and work in the fashion Industry.
“I think stylists have become more recognized. Before, we were kind of the unsung heroes, but over the past 10 years-through designer consultancies and social media-stylists are becoming personalities on their own,” – Edward Enninful What has made Edward Enninful very successful in this industry is the years of experience and keeping good relations with people in the Industry. His success story is quite interesting because growing up he hadn’t pictured himself as someone who will be influential in the fashion industry. He moved from Ghana to London with his parents and siblings where later on he was scouted at 16 by fashion stylist Simon Foxton to model for I-D magazine and Arena magazine. From then on he met Nick Knight and was introduced to Terry Jones where his career took off.
S T R E N G T H S
W - Edward Enningful is well known in this industry and his built his profile through ought the years. His vision and the work he creates is breath-taking and personally I think he has achieved a lot in his life. His personality and the ability to always deliver something new is what has kept him ahead of everyone else.
O P P O R T U N I T I E S
- There’s opportunities for him to provide services for young aspiring fashion students. More competitions can be a way to provide internships and placements for students which will help them gain experience. - He can also collaborate with other fashion designers and possible create a one off line based on his favourite pieces and he can put a twist on it.
E A K N E S S E S
- Its really hard to pinpoint any weakness but l would say maybe he can consider doing seminars with university students and give them advice on how to break into the industry and what it takes too be at the top.
T H R E A T S
- So many up and coming stylists who are really good and his industry is very competition. The economy is forever changing which will threaten the consumer spending and that will affect the the sales of the publications.
SWOT ANALYSIS This SWOT analysis for W magazine identifies their strenghts, weakness, opportunities and threats
COMPETITOR ANALYSIS DAZED & CONFUSED
Dazed and Confused is British style magazine that covers fashion, music and film which is really similar to W magazine. The magazine is also available as a hard copy and can be accessed online as well. The online website has a similar layout with the W magazine and seems like they had the same web designer create their site. Dazed and Confused magazine is really edgy and its for a side range of the audience that has an interest in music fashion art or film. The magazine was founded in 1991 by editors Jefferson Hack and Rankin who is a fashion photographer. Dazed and Confused magazine is quite bold and what you notice is it always breaks gender stereotypes. The magazine has showcased this a lot by having androgynous women featured in the magazine and this is really down to their target audience being open minded to the Modern day beauty.
Compared to W magazine the content covered by Dazed and Confused has a more artistic approach and view. The magazine does a lot of interviews with the designers and talks more about them than be focusing on the collection they have just released or about to release. Photography wise the publication has some interesting visuals. The two magazines contrast with each other but at the same time they both are aiming to inform and update us on what’s happening in the fashion, film, music and art industry.
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W S T R E N G T H S
E A K N E S S E S
- Well known magazine - The magazine is very informative - Striking visuals - Updated regularly on their website - Covers sensitive topics no one talks about
O P P O R T U N I T I E S
- More people are interested in reading the magazine not just female - Opportunity to expand and create a televised series on topics people don’t talk about - Social media to connect with the audience and do online competitions for younger people - There’s an opportunity to create more Internship roles - Promote the magazine more to gain new readers
- Known as a female magazine - Well known in the fashion community could expand more - Costs more money - Creative director and fashion editor both male
T H R E A T S
-Some magazines are covering similar content. - Price not affordable for some people. -Social media is really popular and the magazine needs to be more involved rather than just posting pictures. -Magazine being listed as a women’s magazine puts of potential readers from purchasing it
SWOT ANALYSIS This SWOT analysis for Dazed and Confused identifies their strenghts, weakness, opportunities and threats
POSITIONING MAP This positioning map is an analysis on the publication industy. I looked at how some publications provide more or less content and compared Commercial and contemporary publications.
MORE CONTENT
DAZED AND CONFUSED W MAGAZINE I-D
LOVE
ANOTHER HUNGER VOGUE
CONTEMPORARY STYLE
COMMERCIAL
ELLE
BAZAAR
LESS CONTENT
CONSUMER PROFILE
OUTGOING
ADVENTOROUS OUTGOING GALLERIES INTERLECTUAL EXPERIMENTAL CREATIVE
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INTERLECTUAL
ADVENTOROUS
EXPERIMENTAL
W S T R E N G T H S
E A K N E S S E S
-Own Individual style -Always up for experimenting -Really good visuals - The determination to do better and personality is something that will help to get jobs
O P P O R T U N I T I E S
- Having the opportunity to study fashion communication at a degree level is something in my favour as skills will be gained and there’s a chance to create contacts and lasting relations at university -Opportunity to collaborate with other people in the Industry to gain contacts -Placements are really good for gaining knowledge and experience and will also improve the chances of employment -Competitions are also good for exposure and getting your work out there
-Not sharing the work that has been done to gain exposure -Lack in collaborating with other -Lack of confidence in my own work -Lack of years’ experience shows in the portfolio something that can be improved by doing styling shoots and applying for placements
T H R E A T S
-One of the main threats with this Industry is trying to prove to anyone why the should choose you over anyone. There’s a lot of stylists out there who have made names for themselves which makes it big competition for new talent entering the Industry.
BRAND SWOT ANALYSIS This SWOT analysis for my brand identifies my strenghts, weakness, opportunities and threats
PEST ANALYSIS
The pest analysis just shows different ways on how my brand can be affected in a positive or negative way. Using technology as an advantage to market y brand and get new consumers is really useful as young adults and this generation is always on social media to see what’s happening in the world. Technology has the effect to show the consumer what l want them to see but the downfall with it is you don’t know how long people are going to keep using it until they get bored. Furthermore, social events are a good way of getting close to your target audience and also meeting people that are useful in the industry. To get your brand out there and increase popularity going to events and talks is very useful as you want to learn more and know what people want to see and what they find interesting and appealing to the eye. In addition to going to social events its important publish or create original and copyright it as you don’t want people to make copies of it and claim it to be theirs.
Political
Economy
-Some countries politics has affected consumers getting access to what they want. -Some countries have sanctions meaning they can’t receive anything from other countries
-Fashion market is growing and there’s more consumers now that want to splurge their money luxury goods and fashion publications. -The economy is always change which can affect sales of publications and styling services -Price will be different in other countries which means you might have to reduce or increase the cost of your work.
Social
Economy
-Being in this industry means networking and socialising with other people is important as that can help to meet people and build contacts. -Pop events can e useful to meet and showcase your work. -collaborating with other stylists and publications
-The economy is always change which can affect sales of publications and styling services -Price will be different in other countries which means you might have to reduce or increase the cost of your work. Technology -Social plays a huge impact now days has a huge impact when it comes to marketing your work and getting it out to your consumers. Its also affordable and can be free of charge. -Changes with mobile apps and technology makes it easy to post work online
Always have articles raising awarness
Simplicity
Bold and Innovative Visuals
Unique
Inspiring
Youthful
Stay true to the brand
To create bold visuals with intresting content
Morden and Current
Alwys delievering fresh new content
Su tre itable an sted for a d M in n usi Fash yone c ion in ,A rt
Experimental
Key Brand Action Brand Personality Brand Value Essence
Inclusive
Persistant
Unpretentious
Intresting visuals
Co po mpe ma entia tition ne lly s th nt job lead at c a to ap n er-
Content a vailable online
Young
BRAND ONION The brand onion is a marketing tool that is used to analysed and understan a brand identity and thats shown in diffrent layers.The brand onion has diffrent layers that represent aspects of the brand.
ACTION IMPLEMENTATION PLAN
Through my research l found that a lot of readers what interesting whether you are publishing a digital or hard copy publication. With the shoot l have done l had a publication in my mind that l wanted it to be featured in which is Dazed and Confused. I have also created a fashion film with some interesting visual which can also be used to market my brand and gain exposure of what l do. I created a shoot celebrating Ndebele tribe by showcasing their intricate jewellery in the shoot. This will be appealing to reader as its educating content about a different culture that’s close to me. Personally the shoot was a success In the future l want to create my own website Which will make it easier for people to access all my work and see new projects I will be working. Entering competitions will be also beneficial for myself because it’s an opportunity to break into the industry l am interested in. I was really pleased with the outcome of the shoot and film and it fits perfectly with potential publications that can publish these images. I want to submit these images to dazed and confused , hunger and w magazine as they create content that I’m interested in. As for the film l will upload it online or submit on the show studio website as they accept submissions.
CONCLUSION In conclusion whist doing research on how I can market myself as a stylist its very important to start by doing small jobs and work yourself up as you progress with your work. Ways to improve chances of getting my brand out there is to stay consistent and try and collaborate with other creative. Edward Enningful is a great example for myself because he started his career doing the complete opposite of what his doing now and his first experience in the fashion Industry he described it as “being baptised into the fashion industry”. The fashion industry is competitive and challenging especially for those that want to become a stylist because the competition is so high now and we have fashion bloggers as well who are making a mark for themselves as fashion stylists. Lastly there’s a few things that l need to improve and make changes if l am going to make a lasting impression as a stylist and for people to take my work more seriously is by entering competitions, create a blog, and do styling shoots/film. The lack of socialising and going to events that will benefit my brand means that I’m the only person who has seen my work and l haven’t done enough to put out there. I want to build my portfolio by collaborating with other photographers and also doing a placement with any brand or magazine will be helpful in gaining some new knowledge.
BLIBIOGRAPHY Dazed and confused magazine editorial shoot (no date) Available at: https://www.google.co.uk/ search?newwindow=1&espv=2&biw=1280&bih=800&tbm=isch&sa=1&q=dazed+and+confused+magazine+editorial+shoot&oq=dazed+and+confused+magazine+editorial+shoot&gs_l=img.3...707426.71079 6.0.711200.9.9.0.0.0.0.93.593.9.9.0....0...1c.1.64.img..0.4.284...0j0i30k1j0i67k1.NTdPqlu14IE#imgrc=L5Ek0cZjMQP9IM%3A (Accessed: 24 November 2016). Dazed and confused magazine editorials (no date) Available at: https://www.google.co.uk/ search?newwindow=1&espv=2&biw=1280&bih=800&tbm=isch&sa=1&q=dazed+and+confused+magazine+editorials&oq=DAZED+AND+CONFUSED+EDI&gs_l=img.1.1.0j0i8i30k1j0i24 k1l2.1513535.1520775.0.1522882.22.10.0.12.12.0.185.807.9j1.10.0....0...1c.1.64.img..0.22.833...0i67k1j0i30k1.moKQMHUSqFk#imgrc=XGWMRmLUT0n8vM%3A (Accessed: 24 November 2016). Dazed and confused magazine editorials (no date) Available at: https://www.google.co.uk/ search?newwindow=1&espv=2&biw=1280&bih=800&tbm=isch&sa=1&q=dazed+and+confused+magazine+editorials&oq=DAZED+AND+CONFUSED+EDI&gs_l=img.1.1.0j0i8i30k1j0i24 k1l2.1513535.1520775.0.1522882.22.10.0.12.12.0.185.807.9j1.10.0....0...1c.1.64.img..0.22.833...0i67k1j0i30k1.moKQMHUSqFk#imgdii=XGWMRmLUT0n8vM%3A%3BXGWMRmLUT0n8vM%3A%3B1nTFn-oHuyBDzM%3A&imgrc=XGWMRmLUT0n8vM%3A (Accessed: 24 November 2016). Dazed and confused magazine editorials (no date) Available at: https://www.google.co.uk/ search?newwindow=1&espv=2&biw=1280&bih=800&tbm=isch&sa=1&q=dazed+and+confused+magazine+editorials&oq=DAZED+AND+CONFUSED+EDI&gs_l=img.1.1.0j0i8i30k1j0i24 k1l2.1513535.1520775.0.1522882.22.10.0.12.12.0.185.807.9j1.10.0....0...1c.1.64.img..0.22.833...0i67k1j0i30k1.moKQMHUSqFk#imgrc=jJgDE1qE4I80gM%3A (Accessed: 24 November 2016). Tilda Swinton w magazine (no date) Available at: https://www.google.co.uk/search?newwindow=1&espv=2&biw=1280&bih=800&tbm=isch&sa=1&q=Tilda+Swinton+w+magazine&oq=Tilda+Swinton+w+magazine&gs_l=img.3...29879.36328.0.36498.11.11.0.0.0.0.69.644.11.11.0....0...1c.1j2.64. img..0.2.126...0j0i67k1.pP8BhWNxcHI#imgrc=yRPFmoqzLaOqmM%3A (Accessed: 24 November 2016). W magazine editorial (no date) Available at: https://www.google.co.uk/search?newwindow=1&espv=2&biw=690&bih=636&tbm=isch&sa=1&q=w+magazine+editorial&oq=w+magazine+editorial&gs_l=img.3..0j0i24k1l2.181755.189607.0.190418.20.10.0.10.10.0.77.688.10.10.0....0.. .1c.1.64.img..0.20.703...0i67k1.KxaXo39E2KU#imgdii=lemn9dBPwjohaM%3A%3Blemn9dBPwjohaM%3A%3B-otVI8VpkX36vM%3A&imgrc=lemn9dBPwjohaM%3A (Accessed: 24 November 2016).
BLIBIOGRAPHY CondÊ Nast international (no date) Available at: http://www.condenastinternational.com/about-us/mission/ (Accessed: 23 November 2016). Enninful, E. and Magazine, W. (2014) Edward Enninful explains the inspiration behind east of Eden. Available at: http://www.wmagazine.com/fashion/2014/10/east-of-eden-edward-enninful-w-stories/ (Accessed: 23 November 2016). Fallon Taylor, N. (2016) Available at: http://www.businessnewsdaily.com/4245-swot-analysis.html (Accessed: 23 November 2016). Fashion (2011) The trouble with iPad magazines. Available at: https://www.businessoffashion.com/articles/fashion-tech/fashion-2-0-the-trouble-with-ipad-magazines (Accessed: 23 November 2016). Grau, D. (2015) Five reasons to be optimistic about the future of media. Available at: http://www.fipp.com/ news/opinion/five-reasons-to-be-optimistic-about-the-future-of-media (Accessed: 5 November 2016). Hicks, D. (2016) 2016: It’s make or break time for digital magazines. Available at: http://www.fipp.com/ news/features/2016-its-make-or-break-time-for-digital-magazines (Accessed: 23 November 2016). How are media owners embracing ecommerce? (2014) Available at: http://www.fipp.com/news/industrynews/how-are-media-owners-embracing-ecommerce (Accessed: 5 November 2016). Trageser, K. (2015) Edward Enninful | #BoF500 | the business of fashion. Available at: https://www.businessoffashion.com/community/people/edward-enninful (Accessed: 23 November 2016). (No Date) Available at: https://www.businessoffashion.com/articles/news-analysis/conde-nast-launchesnew-subscriber-service-with-amazon (Accessed: 23 November 2016).