this is my
portfo- liO
with three projects inside
Paulina Glombica 100454556 BA(Hons) Fashion Design & Fashion Marketing Paulina Glombica 100454556 BA(Hons) Fashion Design & Fashion Marketing Paulina Glombica 100454556 BA(Hons) Fashion Design & Fashion Marketing 1 Paulina Glombica 100454556 BA(Hons) Fashion Design & Fashion Marketing Paulina Glombica 100454556 BA(Hons) Fashion Design & Fashion Marketing Paulina Glombica 100454556 BA(Hons) Fashion Design & Fashion Marketing
content 2.Dimensions
1. Final Major Project
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3. Asos
f i n a l
m a j o r
p r o j e c t
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introduction 4
On my final year at University of Derby, studying Ba (Hons) Fashion Design and Fashion Marketing, I was given three options to choose from, regarding my final project. I could choose between the options, based on how much fashion side of the course I wanted to include in my project. I had never known what I wanted to do in my life and I chose this University course just to try it out, and because I previously spent 4 years in fashion school. Eventually, 6 week placement that I completed on my second year, made me find out what I was passionate about. This placement experience let me chanel my next projects and free time interests into more specified direction. I worked in a marketing and PR agency in London that worked with fashion and lifestyle brands, and this is what I became passionate about. Creative consulting agencies, marketing and PR agencies, events, influencers marketing, digital marketing, social media, Public Relations. I find it fascinating how people in this industry work, and I can honestly say, I cannot wait to start my career in this industry and learn new things. I have created my own logo and business instagram to document my learning process and projects. Therefore, when I was given the three options, I immediately chose the third option which amounted to 90%marketing and 10%fashion. I wanted to gain experience in working with a client in proffesional manner and this option requires a collaboration in order to create a marketing strategy for a brand/person. I have contacted and met up with a few people who graduated from Fashion course at University of Derby. I was aware that it would be resonable to work with someone who is based around Derby to avoid extra traveling costs for both sides. I arranged seperate meetings with Molly McMillan, Alexey Morozov and Emma Holmes. In the end, I chose Emma Holmes to collaborate with, mainly because I thought her collection was interesting and I immediately had a few ideas for my project, I also found Emma to be a really kind and easy going person. She was interested in collaborating with me, therefore, I was able to start my project to come up with a marketing strategy for Emma’s brand and her ‘This is a brutal world’ collection.
PG
pr+marketing
target customer
The brand creates pieces for everyone, pieces that are ageless, however it focuses on a group of women aged between 20-35 years old. They are based in towns or cities. People in that age group are either studying, are at the beginning of their career path or are working full time. Therefore, their incomes are on different levels. The younger group has a low income, it comes either from part time jobs, internships, student loans or their parents. Their budget is limited, so their purchases are well though of. The older group has a medium to high income, as they earn their own money, they like the freedom of choosing what to spend it on. These two age groups have different daily activities and priorities which also influence their shopping choices. The fields of their studies/jobs are not necessarily creative, but they do have creativity in them, that they express either through their hobbies of fashion style. They are good with technology and digital content. They are well educated, open minded and aware of current social and environmental issues. Being up to date with the trends and with news from the world is something natural for them. Their shopping reasons might be different. They might be shopping purely for trend factors and uniqueness (especially the younger group). However, big part of the target market focuses on sustainability, quality, supporting small brands instead of high street retailers who sell cheap and similar products. The customers buying from the brand want to project elements of individuality, want to express themselves, but want pieces they can mix with what they already own and layer, therefore, they look for brands that can provide them with both. Uniqueness, quality and functionality are important brand values for them. Mixing work with social life and leisure activities creates a very busy lifestyle, so they are highly into technology, like phones that they will invest into as it is the main source of knowledge for them, they spend a lot of time online. They often shop online due to the lack of time, they prefer to spend it socializing with their friends, on events or travelling. This customer is concerned about their health and environmental issues, they tend to support companies that are sustainable in some ways.
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vision mission
Brand mission is as follows: • To sell desirable pieces that were produces with the brand’s values in mind • To stay unique and not follow high street retailers • To provide a excellent service and make the shopping with us an emotional experience that will make the customer want to come back again • To stay transparent about out fabric sources and production details • To stay loyal to our values and to our customers
sp e
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Brand Vission We are a brand that sells good quality, functional clothing with a hint of fun to its loyal customers. A respected brand that is transparent about its fabric sources, production process and environmental friendly practices. We intend to be a place that gathers people with similar values in life and shares the joy of fashion. We believe that sustainability and supporting animal rights is no longer a choice, it is a new reality we should shape all together.
Small, local production and great quality are the points that the brand’s customer will appreciate. The brand does not follow trends, its pieces are unique and not just for one season. It focuses on quality, not quantity. The brand is all about functionality and quality which are paramount features for every customer, especially ours. Pieces are easy to layer, easy to mix with garments from other brands, which makes them affordable as they are long-lasting. Limited pieces in each collection make the products more luxurious and desirable, as once the products is sold out it will not be back in stock. The brand is passionate about fabrics and sustainability and these features will attract customers who care about the environment. The brand does not accept real fur, leather and silk due to animal rights as well as environmental issues related to these materials. There is no space for mohair and cashmere in the brand’s production. The brand uses wool, but is careful whilst sourcing this fabric. It is chosen from farms that care about animals’ welfare, we do not accept mulesing, export of live sheep and using chemicals around the animals. The are farms that are certified with New Merino or Animal Welfare Approves that provide wool fibers with high standards when it comes to the animals welfare. The brand believes that sustainability and supporting animal rights is no longer a choice, it is a new reality everyone should keep up with.
A young designer brand, local production and small team. Loyal base of customers who shop for emotional experience, wants to support small brands. They buy products because of the brand’s vision, sustainability, small production team and quality. The brand sources good quality, sustainable fabrics and reduces fabric waste by creating innovative pattern pieces and layouts. The brand doesn’t not use materials like silk, fur, leather, cashmere and mohair. Wool used by the brand is sourced from farms that focus on animal welfare. Loyal customers know how the brand works and appreciate everything about it, they have an emotional connection with the brand’s aesthetics and values. They are very invested in the brand and feel like they are a part of it. The brand cares about its loyal customers and rewards them in many ways, like discounts.
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•loyal customer base due to brand’s values •small, local production that focuses on producing good quality pieces that many customers will appreciate •big focus on fabrics, focus on sustainability in each step of the production process •a few pieces in each collection, a feeling of luxury •unique pieces, not following fast fashion and seasonal trends, long-lasting pieces that can be worn for years in many ways •online business, targeting customers through social media •keeping the social media realistic and transparent, showing the audience how the fabrics are sources, how the pieces are produced and who produces them
• opening a physical store or a showroom in the future • organizing more pop up events across UK in order to gain exposure and test the markets • working in influencers in various ways, gifting programs, paid collaborations, affiliate marketing • faster and bigger production, bigger team when the business starts growing and bringing more income • creating ‘tailored for you’ section, that will create pieces for individual customer, their measurements and needs,
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t
•small production and small team producing small amount of clothing which might be a disadvantage in times of high demand, new collections launching rarely •prices are appropriate for a middle end brands, which might be too high for some customers •high production costs and no or small income at the beginning, high starting costs •no physical store, the brand operates only online
• difficulties in entering a busy market, already existing competitor • new competitors with new ideas who enter the market, when the brand’s position is not developed yet • insufficient funding for promotion; production costs being high and leaving little money for advertising and promotion materials • fast fashion retailers launching collections that are more sustainable and in lower prices, therefore, some customers might go back to high street retailers
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4 p ’s
Place: The brand does not have a physical store; it only operates online. The customer’s lifestyle is busy, therefore they like to shop online on their way to work or school. Pop up events are the only way for customers to see the garments. It delivers only locally, across United Kingdom, but plans on expanding to Europe.
Prices: The products’ prices are diverse; they are ranged between £50 and £400. The price depends mostly on the fabric and the difficulty behind the garment, as well as the production cost. Thank to the local production, the final garment price is lower as it does not include transport costs. The jersey items are often the most affordable, knitwear is in the middle range, and heavier pieces like coats are the most expensive. The prices are appropriate to the small brand that produces limited number of pieces.
Products: The brand offers high quality products (garments and accessories) for women. Coats, dresses, jackets, skirts and other functional but fashionable pieces. The number of pieces in each collection is limited, which gives the brand a sense of luxury and uniqueness, making the products more desirable. The production is slow due to the small team; therefore pieces are often sold out and are restocked after they are produced if possible. The brand often uses deadstock fabrics, therefore some pieces might not be possible to restock. Some special collections will be produced only with headstock fabric. 8
Promotion: The brand uses digital marketing to communicate with its audience online through social media, mainly Instagram and Facebook. Paid advertisements are often used to gain new audience and potential customers. The brand plans on working with influencers in the future. Pop up events are the way to gain new exposure. The brand also creates press releases in order to get press coverage and build its reputation. Deeper promotion strategy is explained later in this report.
Komana creates sustainable, seasonless clothes with unique prints.The brand select organic and fairly traded fabrics. Brand’s textiles come to life through their own hand made prints. The brand ships from Switzerland, but has 3 stores in England.
Lucy & Yak The brand is known for its colourful dungarees, it is passionate about sustainability, from fabrics all the way to biodegradable mailing bags. Its factory is in India, it is big, comfortable and save for the workers. They produce colorful clothes and are transparent about their sustainable side.
Vivenne Westwood British designer, the label produces clothes and accessories. Brand focuses on environment, sustanability, full information can be found on the brand’s website about its fabrics, sustainable practices and supporting human rights. This is the biggest brand out of all my competitors, but it also attracts people who look for sustainability and fun, long-lasting clothes.
competitors
ALCH label founded by Australian designer, Alexander Hackett. The brand believes in sustainability and reuse of materials, it is famous for deconstructing pieces and reconstructing them into functional and unusal pieces. Most expensive piece: £920. Cheapest: £100. They ship to United Kingdom.
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brand identity 10
Brand’s logo is powerfull, memorable, versatile and timeless. It consist of two letters, Emma Holmes initials. The brand’s name is also the designer’s full name which is Emma Holmes. For the logo, I decided to use only initals and join them together. The font is simple and strong, black on white to make it go with the brand. Functionality, form but with a hint of fun which in this case, is as interesting shape that can be seen as different things by people, especially if moved around. This logo looks minimalistic and will be easy to print on products.
The brand aims to communicate with its customers and be transparent. Our target customer (Generation Y and Generation Z) do not like to be told what to do. They seek information to be aware of current statistics, numbers, news and issues in the world, so therefore, they want to make the change. They want to be provided with infromation so they can deepen their knowledge by doing their own research. They want to feel like they make the choice, the right choice. Therefore, the brand will be communicating news and information to its followers and encourage them to make the right choice. This strategy is called soft sell, these two generations are less interested in hard sell and they value experience that brands can provide. They are suspicoius about hard sell, and value authenticy, over content. They are more likely to become loyal to the brands that communicates with them and encourages two -way communication and value its followers opinion, rather than just uses social media to sell their products. Sell expierneces, not just a product. ‘According to Mention, 25% of what you sell is your product. The additional 75% is the feeling that comes with the product.’ The brand also wants to show its customers that sustainability does not have to be boring, and that they can still wear fun clothes and express their individuality.
Marketing strategy I came up with for the brand was planned with its target customer in mind. My marketing & pr plan focuses mainly on: •photoshoot •an event •online presence •press strategy •influencer strategy
Survey created by me
The first moodboards ‘Energy of the space’ is concept for the photoshoot that focuses on a model interacting directly with the brutalist environment showing how they are a part of it. These shoots will be full of live and energy. Experimenting with different angles and poses to show movement. The second moodboards called ‘People+space’ will be minimalist, it will focus on how the models look surrounded by the space, they will be stationary, These shoots will be simple and similar without many distractions. In both photoshoots the models will be looking directly into the camera lens to create a relation with a viewer, it will feel like the model is looking straight into the viewer’s eyes.
Photoshoot planning: •photographer •models •location •location permit •moodboards •makeup •hairstyle •styling •mood •logistics •pay •traveling to the location •food and drinks
photoshoot
Photo content is an impornant part of each brand/product. People are more likely to buy a product when they see a good quality picture which makes the product look more attractive and desirable. It is a way of telling the story behind the brand and show how the product looks. Storytelling has an desirable marketing impact on people. Story telling is a winning strategy to gain new audience that is interested in the story the brand is telling. It also engages customers, opens a discussion and two-way communication. The story behind a product makes it more desirable to specific audience without excluding people who are not interested in the story. People often buy products for the brand’s values and its story. By telling it, you can make the product more personal for certain people and add more audience without taking any. Photoshoot will provide good social media content.
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BARBICAN ESTATE LONDON
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location
Photoshoot expenses £67.50 + £5.80 (travel in London) Photographer’s ticket: £67.50 + £5 (travel in London) Moddels: Rebecca: £26.50 Maryna: £50 Lunch: £38.40
Total cost of the photoshoot: £249.90 Three participants of the photoshoot travelled to the location by train, two from Derby, one from Birmingham. Every ticket was a return ticket that was bought by me for each person. One person was based in London, so her pay was £50. Lunch was eaten in Barbican Kitchen. Websites used to plan the travel: Trainline Citymapper
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lookb
book
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Pop up events are great business opportunity and marketing tool. As a brand, you gain exposure, as the events promote the brand and you can test new markets, raise brand awerness and get new audience. They are flexible, you can choose how long they last, where and when. awareness and get new audience.
popupevent
Events are often open to public, so anyone interested is able to pop in and have a look at the products and get to know the brand. Inviting influencers and key press people is essential, as they have a big audience which they can share the information about a brand with. Influencers often take pictures and videos and post them on their social media, they also use ‘live coverage’ option.
Date and time of the event: 02.04.2020 5pm-7pm, Thursday
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Planning the event: • venue • date and time • guest list • food and drinks • music • travel • props and furniture • invitations • googie bags
invitation front
back
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Guest list: The invitations will be sent out in envelopes to the main guests: lecturers and tutors from University of Derby. Then, next invitations will be given to fashion students and my closest friends. The rest of the invitations will be left in Chandos Pole university building, Markeaton Street and Britannia Mill University buildings, Kedleston Road University building, local cafes. The invitations will be either stuck on wall boards and doors, or left on tables. This way, people from outside of fashion industry will be aware of the event. Travel: For the main guests travel to the event location will be provided. After doing research about local taxi companies, Albatros Taxi will be ordered to Chandos Pole Street for 4:45pm, guests will be dropped off outside the venue. Music: To stay within the theme of the event and the collection, I decided to keep the music ‘raw’ focused only on one instrument, piano. In order to keep the event fun and make sure the atmosphere is positive, the music I chose is lively and upbeat. Some of the songs are covers of current popular songs but only in piano versions without words. I created a Spotify playlist for the songs that will be played on the event. The music will be sublte and in the background to not jam conversations between the guests. The playlist has over 1 hour and it will be played twice during the event.
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Story Highlight created for coverage from the Derby Event;
venue hire cost: £30 20 Prosecco glasses: £70 invitations: £30 envelopes: £10.15 envelope seals: £7.32 taxi for main guests: max £10.20 food and drinks: £17.20 props and furniture: £63.87 goodie bags products:£30
total: £268.74 Additional cost: Background banner: £74.99
logistics
Photographer: Sharing pictures and videos on social media is essential to show people that the brand is doing pop up events and create a buzz around it. Apart from professional pictures from the event that will be edited and posted some time after the event, the brand will also use Instagram Story to show people the event in real time. One person will be in charge of taking pictures and short videos to post them on Instagram and Facebook Story, which can be done at the same time as whilst posting Story on Instagram, an option can be chosen to share the same picture/video on Facebook Story. The idea behind Instagram Story is that the pictures and videos will dissapear after 24 hours. The brand will create an Instagrm Highlight called ‘Derby Event’ so people can see it anytime. The idea is to show the audience who could not attend the event, the positive atmosphere on the event, guests talking and walking around, looking at the garments and enjoying their time at the event. Same with nexts events. Professional pictures and videos from the event will be posted on Instagram and Facebook as main content. The photographer I collaborated with for the photoshoot will also be the photographer on the event.
Other: The expectation is around 50 people attending the event in 2 hours of the event happening. First 20 guests will receive a glass of Prosecco for free. Snack and drinks will include: crisps, popcorn, orange and apple juice and water with fresh fruits inside. Table decoration will include wooden bowls, paper straws, biodegradable napkins, paper food bags and glasses. The cost is included in ‘props and furniture’.
goodiebags
Goodie bags are the way of saying thank you to the guests attedning the event, it gives them something as a memory. Especially often popular among beauty brands, when launching a new product, it is a good idea to send your guest home with a sample of your product. However, the bags should always contain desirable products. There is no point in giving out goodie bags if they do not include anything of interest for the guests. As I am promoting only a collection, not a big brand with many products, I am not able to put the actual product inside. However, I found products that will be exciting and interesting for the guests. Goodie bags include: -polaroid picture of Brutalist Architecture -5 free entries to CALM yoga studio -10% Shanti Healing -1 free entry to Energie Fitness -raw, vegan chocolate
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onlinepresence 22
Social media: Instagram is now the most popular platform, 80% of Instagram users are between 18-35 years old. Most of them follow at least one brand and use the media to find new brands. It is one of the most popular platforms for collaborations with influencers. Instagram has over 1 billon active users monthly and more than half of them use the platform daily. Therefore, it is the main social media I use whilst creating the marketing strategy for the brand. Facebook used to be the main platform, however its user base if falling due to the issued with data protection, and it is less youth orientated. It is often used by young people only as a way of communicating with each other. Brand engagement is better on Instagram than on Facebook. However, as I think it is still important to be present on more than just one social media to tar-get people who do not know about the brand, I created the brand’s facebook account. Social media helps the brand communicate its values to the public. Instagram and Facebook accounts were created as business accounts for a designer, which gives me insights to all statistics and paid advertising, measuring the content and profile visits. Content was posted regularly. Before the photoshoot was released, content on both platforms was foucused mainly on old Emma’s photoshoot and pictures of Brutalist Architecture in London.
screenshots taken on 30.04.2020
The photoshoot was released on 23rd of April. One week before the photoshoot release, the brand created an Facebook event in order to make a buzz around it, and shared invitations for the event every day. On Instagram, I used the Instagram Story option, i shared invitations for the photoshoot release every day, then, I created a Story Highlight with all the invitations. I did the same for pictures of the old photoshoot.
Event description on Facebook: ‘New fashion brand Emma Holmes invites you all to the first pop up event! Write it down in your calendars, 02.04.2020 5pm, Derby. For first 20 guests we have a free glass of prosecco, but don’t worry, we also have snacks and other drinks! In our lottery, you can win an amazing goodie bag with a few surprises inside. So join the event and share it with your friends and lets dive into the world of fashion and brutalist architecture! If you have never heard about the brand, Emma Holmes is a fresh brand that focuses on quality and functionality with a hint of fun. Care for fabrics, quality, and long-lasting pieces are brand’s priorities, but! not without some creativity and uniqueness. The collection called ‘This is a brutal world’ was inspired by Brutalst Architecture. Its aim is to show people that there is a beauty to brutalist buildings, the same as there is beauty to this world. Pop in to chat with us, and enjoy some free prosecco!’
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‘Did you know that fashion industry produces 10% of annual global carbon emissions? It’s more than pal international flights and maritime shopping combined! Air pollution is a serious threat to our environment and our health. Energy used during production, manufacturing. And transporting generates a lot of greenhouse gases each year. That is why we choose slow fashion instead of fast fashion. What is your choice today? What will be your choice tomorrow?’ The brand focuses on educating and informing people in not patronising way, without telling them what to do. As mentioned before, this is the best way to work with the brand’s tagret customer who wants to read and be informed instead of being told what to do. The brand gives the choice to its customer.
‘Time to start out Brutalist Architecture series! All pictures were taken by our team and will be posted on our social media so make sure you follow us here and on Instagram. Below, first picture of The Brunswick Centre in London (1967-1972). Listed Grade 2 on the National Heritage List for England in 2000, resident and shopping centre. It contains over 500 flats, variety of shops, cafes and restaurants and a cinema. Wait for more pictures coming soon, we’re sure you’re gonna love it as much as we do!’
The brand provides information on the topic that the collection was inspired by, with ‘This is a brutal world’, the brands introduces Brutalist Architecture to its audience.
First photoshoot picture on Instagram promotion.
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with paid
pressstrategy
Press release is used as a communication tool to announce something worth the attention. Its purpose is to get media coverage, build brand’s reputation, raise awerness and build relations with press, it is a cost-effective way to market a brand. Press releases about a new brand, collection launch, event invitations, lookbooks are more will be sent out to online and traditional publications. To find key press people emails and contact details, I will use website called diarydirectory.com. The platform provides fashion, beauty and lifestyle industry news, interviews, dates, vacancies and contacts. They offer a huge database of contacts includes thousands of digital influencers, media titles (UK and overseas) and their editorial teams, freelance journalists and creatives, PRs and brands and representative agencies. Traditional & online publications: Elle Vogue Grazia ID Cosmopolitan AnOther Hope St Tank PebbleMag Luxiders Mochni Eco Fashion label Sublime Stylist
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influencers
front
PR parcels are sent to influencers at many ocassions, with event invitations, with brand’s products for online coverage or simply as a gift. Outside: top- collaboration logo, sides: ‘This is a brutal world’. Inside: Back, top and interior flap: a picture from Barbican Estate. Parcels will be sent out to influencers in order to raise brand awerness and create a postive relations with the influencers. Inside the boxes will be: leaflets with brand information, calico bag with collaboration logo, chocolate, Brutalist building polaroid picture, press out model of a Brutalist Building to assemble and a printed lookbook of ‘This is a brutal world’ collection.
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back
this is
the end
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asos p a u l i n a g l o m b i c a
asos number three:
AW2019 East Village
asos
f a s h i o n d e s i g n & f a s h i o n m a r k e t i n g
asos
This document is an ASOS proposal with PR and Marketing strategies for a key AW2019 trend called East Village. All the information in this document have been gained through primary research such as my own professional experience and secondary research such as books.
asos
asos
Autumn Winter 2019 Key Trend East Village East Village combines clashing prints, animal prints, leather and trim details. Printed knits, leather trench coats, cargo zip details- it is all about animal and matrix vibes. Very fascinating trend that will encourage people to experiment with their wardrobe and combine pieces that they usually would not wear together. As a Marketing and PR Practitioner, I want to plan a PR activity for the brand in order to reach more people and potential customers. Social media has revolutionised the world of PR and marketing and one of the main points of focus is now online, such as interacting with influencers.
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asos
Celine AW2019 / Neil Barrett AW2019 / John Lawrence Sullivan AW2019
asos
asos
Village trend on the streets of
spotLondon
The Biggest Street Style Trends of Fall 2019 vogue.com
asos
East ted
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Products available on ASOS inspired by East Village: * Pull&Bear moc croc heeeled western boots in red £45.99 * Lipsy almond toe ankle boot in black patent 49.00 * Lab Leather blazer in black £199.00 * Lab Leather crop wide leg leather trousers in black £189.00 * ASOS DESIGN Plus leather jacket with ring detail in black £120.00 * Topshop leather trousers with split front in snake print £195.00 * ASOS EDITION faux fur leopard print western jacket in brown £60.00 * ASOS DESIGN sequin jacket in leopard print £60.00 * ASOS DESIGN double breasted faux fur peacoat in leopard print £80.00 * ASOS DESIGN cat eye fashion glasses £8.00 * ASOS DESIGN Tall leather look trench coat £75.00 * Topshop leather blazer in snake print £210.00 * Rains transparent belted jacket in glossy red £99.00 * Vans Wyld Tangle crewneck sweatshirt in leopard patchwork £58.00 * Obey knitted jumper in logo puzzle piece £75.00
asos
asos
C o m p e t i t o r s : Main ASOS competitors are: - Z a l a n d o - M i s s g u i d e d B o o h o o -New Look -Urban Outfiters and more, as ASOS is an online retailer that offers many diverse brands, it have many competitors that sell either affordable or more high end brands. However, ASOS Unique Selling Point is the fact that it offers products on different price levels and everyone can find something suitable for them. Its competitors also deliver to many countries, have many sales and offers on shipping and returns. However, ASOS have many strengths, its website and mobile app makes online shopping easy and enjoyable.
asos
asos
Strenghts -ASOS own label ASOS Design is unique and affordable -delivers to approximately 200 countries -offers over 800 brands -‘choice for all’ ASOS offers over 30 sizes and gender neutral products, maternity products, tall and petite options and more -easy website and phone app -stocks variety of products (from clothing, shoes, accessories to home products) -free shipping and free returns options to global customer base -ASOS marketplace -student discount -customer service and live chat option -ASOS presence online
Opportunities -young generation fers to shop
preonline
-more at
fashion aimed older generation
-more
collaborations
-product
search
by
fabric
asos
asos
Weaknesses
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-online only, no physical store -
no
kids
range
-no ASOS face+beauty products, cosmetics and makeup -the free shipping and returns cost the company milions of pounds
Threats ..
P’s
Price: ASOS prices are very diverse as the website offers variety of brands. ASOS have an student discount available for students and often offers many discounts and sales. Free delivery and free returns make the company more appealing than its competitors.
Product: ASOS offers variety of products from over 800 brands. Clothing for females, males and gender neutral, accessories, activewear, shoes, face and body products and home accessories.
Place: ASOS operates in over 200 countries and reaches many consumers worldwide. The company is an online retailer and it does not have a physical store.
-growing number of competitors
-raising awareness of fast fashion, more people try and spend less money on fast fashion
Promotion: ASOS uses digital marketing and communicates with its customers through social media. Often seen ASOS paid advertisements on platfroms like facebook, instagram or twitter. The company also works with influencers (ASOS Insiders) Over 50% of all sales are done through the mobile app.
asos
-some customers prefer in store and physical experience, especially older generations
asos My marketing and pr startegy is mainly aimed at generation x and z, people aged 16-35. Around 80% of Instagram users are under 35 years old which makes it a perfect platform for the company’s and mine target market.
p r & m a r k e t i n g s t r a t e g y
• Online
Collaborations
There are many types of collaborations with influencers. Starting with gifting programmes which are unpaid. Brand/agency chooses influencers they want to gift with their products to, contacts them and sends the products without any expectations. The influencer is not required to show or post anything on their social media. Barter collaborations are also not paid. Brand contacts influencers with a proposal, specifying the products that will be gifted and what is required in return. Sometimes brand chooses the products, sometimes they set a budget and influencers are able to choose products they are interested in. The brand/ agency might require for example: 1 Instagram post, 2x Instagram stories. Sometimes the requirements are more specific in regard of how the products should be displayed on the picture/video. Paid collaborations are the most desirable for influencers. Brand contacts influencers with a proposal of what is required from an influencer and what the brand is willing to pay. This kind of collaboration is taken seriously and often requires a contract signed by both sides. Influencers then can negotiate the requirements and the pay. Affiliate Marketing and CPC (cost per click) Affiliate marketing is basically the process of earning a commission by promoting brand’s products. It is considered as a passive income, but the work put into promoting the products will affect the result. Influencers promoting the products need to engage their publics to click on the link (affiliate network created by the brand). The influencers then earn money for each click so the engagement they receive on their post affects their earnings. The money is received once the campaign is finished.
asos
asos
• Abroad
trip
Taking influencers on trips is becoming more popular. More and more often, brands choose small group of influencers and plan a vacation/ trip. Getaways like that take a lot of planning to ensure that everything is on high standard level and is a perfect background for pictures and videos. A marketing trick behind it, is that the brand will gain a positive image in followers’ eyes. Trips like that are full of beautiful locations, events and activities, for influencers to stay interested and keep posting on their social media, which leads their followers to be interested too. Often when influencers are posting pictures from the brand trips, they tag the brand on every picture or link their products. Brands always plan professional photoshoots featuring their products and influencers so they can use it later as a campaign for their own promotional materials. Influencers are often required to post the pictures as a way of promoting the brand and its products. By inviting influencers on getaways, the brand gains new audiences, new followers and potential customers. Although it requires a lot of planning and it may initially seem like a risk to invest large amount of money into influencer marketing, the brand will benefit from it. However, it is not only exciting but also beneficial for influencers. They gain new followers, content for their feed and great experience. In order to cut the costs of the trip, the brand can collaborate with other brands. Hotels might be willing to undertake a barter collaboration for exchanging services. The brand will promote the hotel (for examples through tagging the hotel in its posts) and the hotel will give the space/rooms for free.
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Micro and macro-influencers are the most desirable for PR agencies whilst planning collaborations. Micro-influencers have between 1,000 and 100,000 followers. Macro influencers are followed by 100,000- 1 million people. Many people might think, the more followers, the better, as the biggest audience they have, the more people they reach, the more people know about a brand. However, micro and macro influencers are often respected and trusted more in their niche. People consider them as authentic and genuine. Collaborations are not only about the number of followers, influencers need to be chosen wisely, as not everyone is right for every brand. Alignment and brand fit is more successful than number of followers. Look at their content, how they engage with their followers, how they promote different products. If brand’s values and influencer’s values match, it means that people they influence and brand’s target market match too which enhances chances of success Celebrities are used less and less in brand collaborations. The relationship between celebrities and consumers have changed, people are no longer attracted to products that are promoted and recommended by celebrities as they used to be in the past. Mega influencers (over 1 million followers) are really of value to a few large brands. Both celebrities and mega influencers can be overlapping. Mega influencers are often celebrities because of the fame they have gained. Mega influencers and celebrities may be famous; however, they do not have such an influence on people’s behaviour anymore. Even when consumers recognize the name, it does not mean they trust or respect the celebrity enough to buy the recommended product. Long- term relationships and collaborations are becoming more popular and important, because the longer the influencer works with the brand, the more authentic it is. Often brands can lose good influencers because of their short-term thinking. Influencers now wisely choose brands they want to work with and prefer long-term collaborations, as they provide them with regular work and income, but it also is important for the brand to build a positive relationship with influencers. Brands should not be afraid of fake followers as it is very easy to spot an account with fake followers. The easiest and fastest way is to compare number of followers with number of likes and engagement on posted content. 6-10% is very high engagement rate, so anything from 3% is considered as good. Instagram account with a big number of followers but very low engagement rate can mean that the followers are fake. Often before working with influencers, brands or PR agencies ask the influencers to send over screenshots of their account statistics. That gives the brand insights into how many people the influencer can reach. Again, the number of followers is not the most important, as influencers can reach many people who are not their followers.
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Where to look for Influencers? Facebook used to be the main platform and for some people it still is, however, its user base is falling and is now less youth orientated. Instagram has 1 billion active users monthly and more than half of them use the platform on daily basis. Instagram is now the most popular platform for young people, around 80% of Instagram users are under 35 years old. Most of them follow at least one brand and use Instagram as a place to look up new brands. Online statistics also show that brand engagement is better on Instagram than on Facebook. Instagram is constantly adding new features and introducing for example Instagram live, IGTV and Instagram Stories. Instagram is the main platform for collaborations with influencers. The four ‘D’s system whilst planning influencer strategies: -Determine the brand’s target audience and who influences them. -Define the type of influencer that suits your brand. As said above, identify the content they share, their target market and their goals. -Discover where the opportunities lie. What is your target market interested in? Who do they follow? Do they engage? This will allow to build the right strategy. -Display your interest. Reach out the influencer and build a relationship.
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Stradivarious official instagram Stories Screenshots from the trip:
STRTRIP to Iceland was an oppurtunity for 10 brand abassadors from different countries to discover breathtaking corners of that country. The trip took place in october 2019 and lasted 4 days. The brand as well as influencers, kept their followers up to date with what was happening by posting daily pictures and videos on Instagram and Insta Stories. Stradivarious also used Youtube and added one video a day with short clips from each day in order to keep the audience interested and engaged. In the videos, each influencers speaks their mother language which creates very perosnal conneciton with the audience that have detailed insights into the trip. Through non-stoping conent coming from the brand and influencers, followers might have felt like they took part in that journey (it is imporant to make the audience feel that way, it shift their approach and creates positive vibes). The trips promoted autumn/winter
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ASOS Trip to Miami with influencers took place in 2019. Daily updates were delivered to the brand’s followers on Instagram using Insta Stories. Influencers used that option too in order to give some insights to their followers. All the outfits were linked on each Insta Story which automatically took the consumer to the actual product. However, there was not much information provided online about the trip which could be improved in the future.
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ASOS in Dubai with influencers. Influencers and the brand posting daily activities on Instagram Stories, tagging the brand and linking all the products. Again, not many information about the trip which can be improed in the future.
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p l a n n i n g
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Online Collaboration P l a n n i n g : Research for suitable influencers who the brand could collaborate with. Focusing on micro and macro influencers. Looking through Instagram, researching new influencers, looking through influencers I already know and looking through my excel sheet of grouped influencers I have created in order to have a quick access to different types of influencers and online content creators. Whilst choosing an influencer looking at regularity in posting.
Name
@
fFollowers
Contact
Helen
helenxto
9,154
Scott Cruft
crusco_
25k
scottcruft97@live.co.uk
Scott Donovan
scottddonovan
29.3k
Scott@thepauseagency. com
Layla Panam
laylapanam
30k
laylapanam@live.co.uk
f o r
Nathan
curlyfrysfeed
82.1k
Mon
mon.agar
8.42k
moniqueagar@gmail. com
i n f l u e n c e r s
Sherrie Webster
sherriewebster
82.8k
Callum
callummullin
121k
sherrielouisewebster@ gmail.com fly-guy@hotmail.co.uk
Felix
_felixspooner_
142k
cora@eyc-ltd.com
Bethany Roberts
bethanjroberts
179k
bethan-roberts@live. co.uk
Sophie Tuxford
sophiatuxford
198k
Amy Shaw
amyfuchsia
211k
isabel@margravinemanagement.com amyfcshaw@gmail.com
Ivona Zupet
yvzux
339k
yvzux15@gmail.com
Alice Olivia
aliceoliviac
491k
alice@whalarstars.com
Charlotte
charlotteemilysanders
598k
Jess Hunt
jesshunt2
705k
Contact@charlotteemilysanders.com contactjesshunt2@gmail. com
r e s e a r c h
All of the influencers I have chosen are suitable with the brand and the East Village trend. They have an individual style and create distinctive and exciting content. Looking from brand’s perspective, these influencers show their garments/products in very satisfying way. Collaborating with them will be successful. Depending on the influencer, the brand can use different types of collaboration in order to satisfy the influencer’s needs and requirements, without exceeding any set budget and being aware of usual norms and price points of paid collaborations with different numbers of followers and engagement rates.
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asos Abroad trip P l a n n i n g : The new trend is called East Village and refers to the neighbourhood on the East Side of Manhattan, New York City. My idea is to gather influencers from a few countries and invite them for a getaway in New York City. ASOS delivers to over 200 countries, so my idea is to promote the brand and build a positive image and relationship with influencers and publics from many countries. I would like to choose around 10 countries. Things to consider: length of the getaway, travel, place to stay, activities. Influencers: I looked through over five hundred influencers on Instagram trying to find the most suitable once from different countries. Looking at each Instagram account and content helped me reduce the number of potential candidates more and more. I included both micro and macro influencers as well as males and females to make sure we keep the group diversifierd. The creators I have chosen have different styles and different ways of presenting, displaying and promoting products. However, they all are original in what they are doing. I think working with them will bring positives outcomes both for the brand and the influencers. The final line up features: Name Kristy Wu Fredrica Eriksson
@ kristywho fredricae
Followers 114k 28.4k
Contact
Line Meyer Hannah Whiting
linemeyers imhannahwhiting
71.3k 157k
linemeyers@icloud.com
J.M Melchico-Bronx blvckmvnivc
242k
john@thepauseagency. com
United Kingdom
Alesya Alexey Glukhov Justyna Lis Kim Duong
lespgdn glukhov_alexey justynaliscom blvckd0pe
40.7k 20.6k 28k 903k
direct instagram
Russia Russia Poland Germany
Camille Callen Sonia Dhillon
noholita 876k soniaheartsfashion 268k
direct Instagram
Cassandra Hansen Schmidt
cassandrahs
cass94@broadpark.no
6,647
kristywhoblog@gmail.com samarbetendredricae@ gmail.com hannah.l.whiting@hotmail. co.uk
direct instagram justynalis.com@gmail.com kim.managementblackdope@gmail.com soniaheartsfashion@gmail. com
Country Australia Sweden Denmark United Kingdom
France Austria Norway
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The Bowery 335 New
Bowery York,
Telephone:
New NY
York 10003
212.505.9100
The venue needs to be of a high standard, but it is necessary that the place is aesthetically pleasing. Influencers communicate with their followers anywhere and anytime. They often show the place they stay in on their Instagram and other social media, especially if they are impressed with the interior design. From quick Instagram Stories taken whilst the influencers is walking and the venue is only in the background, through a picture of their room, to a professional picture posted on their main page. It might be possible to have an agreement with a hotel to gain either a free stay or discounted stay for the influencers in return for mentioning the hotel in the pictures/videos and posts. If the venue is satisfying, the influencers will do it happily as it will provide them with good content for their own use.
h o t e l s
e a s t v i l l a g e
Moxy East Village 112 East 11th St New York, NY 10003 info@moxyeastvillage.com
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Times Square is a major tourist destination, neighborhood in the Midtown Manhattan section of New York City, at the junction of Broadway and Seventh Avenue. Evening visit for shopping and food would be an exciting activity.
Brooklyn Botanical Garden was founded in 1910 and is located in Mount Prospect Park in central Brooklyn. The 52-acre garden holds over 14,000 taxa of plants.
The best option for the duration of the trip would be around 5 days. I want to avoid the trip becoming dull, my aim is to plan and provide activities to keep everyone busy, excited and inspired. Activates that I would like to include are sightseeing, professional photoshoots and shopping trips.
One World Observatory is located at the top floors (100-102) of the World Trade Center. Not only an entertainment but also an amazing location for pictures. Restaurant&Bar located on the
Opened in 1883, the Brooklyn Bridge provides passage between Brooklyn and Manhattan. One of the most popular locations in new York and often photoshoot spot. I think it would go well with the East Village trend as a photoshoot location.
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Vessel is a structure and visitor attraction built as part of the Hudson Yards Redevelopment Project in Manhattan. It is a spiral staircase, a soaring new landmark meant to be climbed. Great photoshoot location.
Walk around East Village and local area, visiting local stores and vintage shops.
Pink, interactive ice cream-themed museum with a sprinkles pool, subway, 3-floor slide & cafĂŠ.
Spyscape Museum where you can experience spy stories in an immersive environment, try an actual spy challenge, and test your own espionage skills along the way.
Barcade is the original Arcade Bar, a combination bar and arcade with a focus on classic arcade games and American craft beer.
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asos AW2019 East Village
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