Fila X Dominos Report by Rose Monaghan

THE CAMPAIGN Sport and streetwear brand Fila is creating hype through a new collaboration with pizza giant brand Dominos. The base of the campaign and collaboration is to promote living a healthy and active lifestyle. Despite brands being in different ends of the industry, both brands have a wide audience demographic which will bring interests to the campaign from the right consumer. This collaboration will be successful as there is demand from the consumer who currently seeks to be active during the pandemic and eat healthier with access to a local, quick, easy and healthy delivery service. This collaboration will reinforce both Fila and Dominos brand identities and will share their distinctive colourways of red, white and blue in the campaign. A variety of new media technologies will be used to create an immersive experience for the consumer, to encourage them to be more active. This will be accompanied by an engaging launch event party and pop up shop. This campaign will also have a high focus on using sustainable methods for the brand to promote not only a healthy, active lifestyle but an ethical one too.

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THE RETAIL LANDSCAPE The retail landscape has been changing rapidly over the past year due to the COVID 19 pandemic. Online demand has been increasing significantly encouraging brands and businesses to move online. Many consumers now shop online to be safe and because it is more convenient for them. This has caused many stores to sadly close. A variety of consumers have cut back on non-essential shopping this means there has been a lack of foot flow in stores, small businesses have suffered the most. Within the fashion sector sales have declined by 26.7% in 2020(Mintel, 2020). Fashion has been hit hard due to the fact that there are no social gatherings or parties, the consumer does not need to buy new clothes to wear out as no one is allowed to go out, only for essential shopping or physical activity. Despite there being a downfall in sales, currently, the fashion industry has excelled in selling loungewear and sportswear

as consumers are not going anywhere they want to be wearing comfy clothing indoors. Loungewear was on the most popular lockdown clothing pieces increasing by 433% from the previous year (Econsultancy, 2020). The store John Lewis saw an increase in 129% of sales in loungewear increase (Econsultancy, 2020). In addition to this consumer’s are putting sustainability first, many consumers care about the environment and how we are damaging the planet for future generations through consumption. Activist such as Greta Thunberg is making consumers more aware of the environmental impacts that the fashion industry has on the world. It is shown in the graph that younger generations are more willing to pay more for a product if it does less harm to the environment (Business of Fashion, 2020). Moreover this, younger generations are also more likely to purchase online,

having more of an online presence than older generations. Specifically, during the pandemic, consumers are much more likely to purchase online than ever before, due to not having access to retail, it is much easier and a safer way to purchase goods. In late October 43% of consumers were saying they were shopping more online than before the COVID 19 outbreak (Mintel, 2020). Also, consumers want to see more branding and media that is real, that represents a diverse range of individuals e.g. a variety of sizes, races, ethnicities and shapes. This will show a more inclusive society and will provide the consumer with identification with the brand. The current retail landscape must be considered when planning for my collaboration between Fila and Dominos to see what will appeal to current times.

% OF US CONSUMERS WHO WOULD PAY MORE FOR A PRODUCT THAT DOES LESS HARM TO THE ENVIRONMENT.

31%

26% 17% 12%

BOOMER

GEN X

MILLENIAL

GEN Z

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RT Y

MADE OF 100% ORGANIC COTTON

RECYCLABLE

BREATHABLE MATERIAL SUITABLE FOR SPORT

THE PRODUCT

Fila X Dominos Tee

Colour: Navy Material: 100% organic cotton Sizes Available: S, M, L, XL Price: £50

Colour: Red Material: 100% organic cotton Sizes Available: S, M, L, XL Price: £50

Colour: White Material: 100% organic cotton Sizes Available: S, M, L, XL Price: £50

PERSONALIZATION The product can be personalized by adding their name to the collaborative logo as seen here. This personalization can be done on the exclusive website or app, it can also be done at the pop-up shop that has a customization point for the tees. This engages the consumer more and makes their t-shirt more personal and unique- a one of a kind piece.

THE PACKAGING The statement tee will be packaged into a unique pizza box combining the Dominos and Fila brand aesthetic. This is also recyclable as the box is made up cardboard meaning there will be less damage made to the environment, there is also a reduction of CO2 emissions compared to other materials, it is also biodegradable. The box also has a specific QR code on it that will take the consumer directly to the exclusive Fila X Dominos website.

ONLINE EXPERIENCE The collaboration will have multiple social media accounts to create more brand awareness and to engage with consumers. There will be an instagram and twitter account, and also an app. Each platform will use synergy to maximise user engagement and potential consumers, they will all promote events and products which will encourage consumers to like, share and comment on posts. There will be opportunities for the consumer to be active through polls and spreading the hashtag #FilaXDominos to ensure the campaign goes viral and spread awareness of the collaboration. For the app, which is presented on the right page, presents a users journey of navigating through the Fila X Dominos App. The consumer will have to sign up/sign in and it will take them to a page where there is a countdown to the next event and an interactive 360° virtual tour of the launch party. There are tabs to the collection, competition, events and personalization and delivery, where consumers will be directed to order the custom Fila x Domino’s pizza with a 10% discount for using the app. The app will also have notifications to let the user know more about the collaboration and the events.

WEBSITE On the Fila X Dominos website, it will be similar to the app, however, consumers do have the ability to buy the products on there. The website home screen will feature a 360° virtual tour of the launch event party, which will engage consumers making them interact with the website and event online. The website also has tabs to the events the collaboration has going on, shop and competition. There are also social media links available on the page.

COMPETITION On the website and on the app there will be a competition for a certain number of consumers to win the limitededition pizza box crossbody bag. There were only 300 bags made therefore it is an exclusive piece that everyone will want to win. To enter the competition you have to login in using the app and enter the competition using your email. You can also enter the competition via the website.

DELIVERED TO YOUR DOOR IN AN ACTIVE WAY

HEALTH & FITNESS TRACKER ON APP

WEIGHT AND MEASUREMENTS ON APP TRACK HEALTH GOALS

DELIVERY For the delivery process that is so essential to Dominos brand identity to deliver pizzas quickly and efficiently, the process will be slightly different from how they currently deliver pizzas. The delivery process will involve physical activity, promoting individuals to live a healthy, active lifestyle, it will be via a bike delivery. This will be just as quick as a car, it is sustainable as it will mean there will be fewer cars and motorcycles on the road polluting the environment. In addition to this process, customers will be encouraged to walk to their local dominos store to collect their pizza, where if they walk they will get a free face mask, with the healthy, vegan pizza. To the right is images of the bike, the delivery process on the app and staff uniform promoting the Fila X Dominos collaboration.

LAUNCH EVENT PARTY The launch event will take place in a Dominos store. There will be employees flipping signs directing people to the event wearing Fila and Dominos wear, there will also be lots of signposts promoting the event. Inside there will be an opportunity for consumers to make their own pizza in the store. There will be a DJ inside with a space for dancing and a bar as the event is specifically for over 18’s, it will be very party-like. There will be the opportunity to buy the exclusive pieces and to personalise their items at the event. Furthermore, there will be lots of activities for the consumers to take part in such as making their own pizza, taking selfies at selfie stations and testing out the sports clothes for activewear using new technologies.

Launch Event Party Exterior

EXTRA THIN BASE

VEGAN

GLUTEN FREE

ORGANIC TOMATO SAUCE

50% LESS FAT

VEGETABLE TOPPINGS

THE PIZZA Alongside the collaborative fashion products, there will also be an exclusive healthy vegan pizza called ‘The Vegan Fila’, this pizza will be available to buy in the build up to the launch event and will be sold at the event and pop up shops. When this pizza is ordered it will be delivered in an active way on a branded bike, the pizza will also come with an exclusive face mask within the unique packaged pizza box.

POP UP SHOP The pop-up shop will be made up of a giant stack of pizza boxes, where the consumer will be able to walk inside of the boxes to have a surreal experience. Outside of the pop-up shop to promote the event will be people with arrow signs directing them to the event flipping and rocking the sign. When the individual walks into the store there will be an eyecatching statue of the products, almost Christmas tree-like with a selfie station to the left with unusual props and logo backdrop for consumers to post on their social media using the campaign hashtag. There will be someone on the door giving out wristbands to the consumers which will be similar to a rave/ party event. To the right is an idea of what the first room of the pop- up will look like.

This image to the left is what the pop-up store will look like on the outside, it will be located in Hyde Park in London and will be on during the summer of 2021, which will hopefully gain a lot of interest from people in the park. To the right is the floor plan for the event, when walking into the pizza boxes there will be a small room at first with tills and a selfie station, there will also be an entrance to the main room, this will be like walking into another world. By walking through the blue string curtains you will enter into a dark room with lots of lights and a wall with the Dominos and Fila logos projected onto them. There will be rails of the products, a DJ and a vending machine for consumers to win a limited edition face mask with the Fila and Dominos logos on it. There will also be a pizza-making station where you can make a customised pizza and take it home in the Fila X Dominos exclusive packaging. There is also a customization point for consumers if they wish to personalize their item with their name.