OMNICHANNEL CAMPAIGN Rafaella De Guzman 052461
Istituto Marangoni Brand Driven Innovation & Strategies Fashion Promotion, Communication & Media
TABLE OF CONTENTS
About .......................................................................................... 3 The Idea ....................................................................................... 5 Social Media Analysis .................................................................. 7 Target Users ................................................................................ 16 My 3.1 Phillip Lim App ................................................................ 19 Expected Results ......................................................................... 28 References ................................................................................... 30
ABOUT
ABOUT 3.1 Phillip Lim is an American brand that was founded back in 2005 by Phillip Lim and Wen Zhou. When they started the business they had in mind creating a brand that would be the combination of accessible fashion and luxury. They were able to create a “cool, easy, chic� wardrobe for the new generation of consumers (3.1 Phillip Lim, n.d). 3.1 Phillip Lim is a worldwide company with stores in New York, London, and Asia. They have womenswear, menswear, accessories, and footwear. They have won 3 CFDA Awards for womenswear, menswear, and accessories.
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THE IDEA
THE IDEA 3.1 Phillip Lim wants to be a pioneer in every sense. Phillip Lim describes their customers as a modern global citizen. That is why I propose to create an app. I believe their communication strategy through an app would be more effective. The app will be called My 3.1 Phillip Lim. Currently, the brand has one Instagram account, Facebook, Weibo, Twitter, Pinterest, and YouTube. In each social media, I found there are some issues with how they want to communicate. By developing an app the brand will be able to communicate directly with their customers. Before going into the idea I would like to mention the positive and the negative strategies that I saw on their different social media accounts.
MY
WELCOME
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SOCIAL MEDIA ANALYSIS
INSTAGRAM Today one of the most important social media is Instagram. Although 3.1 Phillip Lim does make a good effort on using the different applications of the app there is still a lack of engagement. In Instagram, there is the possibility to click on the products and buy them from the app, but some of the products did not match the ones from the picture, so that could cause confusion leading to the customer not buying the product. On the other hand, there are videos and short teasers of the collection, which make the feed very interesting and could lead to engaging the consumer. Videos are appreciated by the followers but when it comes to product pictures there is a lack of connection, most of the pictures don’t even reach 1,000 likes, that for a brand is very bad.
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SHOP
STORIES
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Moving on to Facebook, the content on Facebook is very different from what is posted on the other social media. Also, the Facebook page is very confusing and is not intuitive, there is a sidebar with different social media accounts that first don’t work and second are not even linked to them. 10
For Twitter, there is a good amount of post in regards to news and alerting the followers on brand activities. The Twitter account is very consistent.
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For Pinterest, they have created 5 boards with content, but they are very outdated. 12
YOUTUBE
For YouTube, there is a lack of post. The last video was posted 4 years ago. And it is interesting because on Instagram the videos are the most engaging content and the ones the consumers appreciate the most. On their YouTube homepage, there is a video of 5 years ago.
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In regards to Weibo, the guidelines, of course, are different since they are targeting another market. They create special content for this platform, which is very interesting because it is totally different from the other content. It is very good that 3.1 Phillip Lim is adding the Chinese social media on their website since not all the brands are doing it. Phillip Lim is a brand that is focused on entering the Chinese market and be their number one choice. Since their main goal is to expand to this new market but maintain their core values of the luxury brand (Pan, 2018). They have been slowly entering the Chinese market from 2014 and in 2018 they had accomplished what most brands dreams, being totally accepted by the Chinese market (Pan, 2018). In an article for Jing Daily Wen Zhou mentions that being authentic on social media is a key aspect for 3.1 Phillip Lim. 14
DESKTOP & MOBILE WEBSITES Moreover, the websites from desktop to mobile are very different. The functionality of the mobile website is more effective and intuitive, the desktop website has some issues that make it confusing. For example the layout and the display change on the different devices. Also, the mobile is faster to get the customer to get to check out in the desktop the consumer can take a while since there are glitches. The desktop website has a scroll functionality that does not work effectively, the user has to wait for things to appear and it is difficult to navigate.
DESKTOP
MOBILE
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TARGET USERS
TARGET USER: SIAN CHEN Born and raised in Hong Kong, China. He is 27 years old. Loves to travel to Shanghai and shops at other brands like Moncler, Tom Brown, Stone Island, and others. He likes to go to museums about photography and film since he studied film at the Savannah College of Art and Design in the United States. After living in Savannah for 4 years he went to New York City for an internship and then back home. Sian Chen is passionate about fashion and his friends consider his style to be chic street style with a hint of artist. He really likes 3.1 Phillip Lim’s ready-towear and he can’t go anywhere without his 31 Hour Backpack.
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TARGET USER: ANNE MILLER Born in Boston, USA. She is 35 years old. Anne is a journalist that currently lives in New York City. She studied journalism at NYU and after she graduated she stayed at the big apple. She learned about 3.1 Phillip Lim from 2005 since her style is everything the brand offers. She enjoys a walk at Central Park with her dog, enjoys a good coffee and a good book. She is passionate about old movies. She loves having brunch with her friends and loves talking about art and fashion. She cannot live without her go-to bag, the Pashil. She loves how the bag is versatile and detailed oriented. And she loves every 3.1 Phillip Lim women’s collection.
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MY 3.1 PHILLIP LIM APP
WHY AN APP Since there are some problems with social media but there is a good mobile website, 3.1 Phillip Lim should combine both. I believe that creating an app will facilitate the consumer and make 3.1 Phillip Lim a pioneer on m-commerce. From 2015, consumer apps have generated $86 billion. (G, 2019) . And the average daily time of a person using an app is around 2.3 hours (G, 2019). Creating a social and commercial app will be the perfect connection for 3.1 Phillip Lim since they target the millennial generation. Also, this will facilitate the communication problem they currently have on social media. And eventually, the user will get personalized attention from the brand since they will create an account.
Subtle colors but eye-catching.
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In general they user will input their name, gender, age, location, add their preferred payment option, select a near store to facilitate them and there will also be a favorite space for them to save the pieces they like.
MY PROFILE
PHOTO
NAME
GENDER LOCATION PAYMENT MY STORES
MY FAVORITES
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MAIN FUNCTIONS
SHOES
INSPO
STORIES
BAGS
ARTICLES
READY-TO-WEAR
The app will have 4 main activities: connect the user with articles, social media stories, allow them to shop, and inspiration. The user will also receive notifications on updates on collections, new articles to read, as well as news in regards to the brand.
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ARTICLES In regards to the articles: so on their website and their Instagram stories they share some links to articles about the brand. Now the user will have easier access to them. Since the app will not require the user to exit the app to read on them. Also, they will be able to share with their friends. The articles that will be feature could be blogs but also news, since they will receive notifications when something new is posted this will keep the user entertained and make the app useful.
ARTICLES
STORIES
INSPO
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STORIES On stories: there will be a part where the brand will be able to do stories like the Instagram and Facebook stories. So shot videos or snapshots of what is currently going on with the brand. The stories will help to get the user engaged with the current brand’s activities. There could also be live videos that happen, so interviews and runway shows.
Currently at the office Mila Wonder doing an internship for women empowerment.
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SHOPPING Of course, the objective is to facilitate the consumer in their shopping experience. Since the consumer will create an account they will be able to input their preferences. The user will register their preferred size, type of accessories and also will be able to save pieces they like. The app could be connected to a brick-and-mortar store, this will help the sales assistant serve the client to the best since they will have the information on file. The user will be able to buy directly from the app but also find the nearest store where they can pick up or go try the selected pieces at the store and buy in-store. The objective for the future is to create seamless interaction and allow the consumer to have an easy, fun interaction. The app will have the womenswear, menswear, accessories, and footwear; literally, everything the band offers. The way it will work is that the user will register and then have the option to chose their gender once they
chose it they will be shown products for their gender if they will like to change it to view other products they could go into preferences and change the gender. By gender I mean if they chose female, the app will take that into consideration and show only womenswear as well as accessories and footwear for women. For the checkout process as mentioned before the user will input their preferred method of payment so once the user selects the garment they can click buy and that will be it. Also, the user will be able to save their preferred size so when they click the garment the app will suggest the size, depending on the fitting of the garment. Everything will be very personalized and the app will remember several options and preferences.
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ARTICLES
INSPO
STORIES
ARTICLES
READY-TO-WEAR
STORIES
INSPO
MY FAVORITE
YOUR SIZE: XS
PICK IT UP AT 48 GREAT JONES
SHOES
PAY
BAGS
READY-TO-WEAR
TRY IT AT 48 GREAT JONES
ADD TO FAVORITES
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INSPIRATION
STORIES
INTERIOR DESIGN
INSPO
ARCHITECTURE
ARTICLES
OUTFITS
There will be content created for the user since the user inputs their preferences there will be content around them. This includes inspirational outfits, inspirational spaces and also inspirational photography. This will make the interaction between the brand and the consumer more playful and personalized.
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EXPECTED RESULTS - KIPs
EXPECTED RESULTS - KIPs The app will create interaction between the brand and the consumer. It will also generate sales since the navigation will be easier. The consumer will have an established profile so the information will be saved and this will allow having a clear understanding of what they seek. Eventually, the app will help at brick-andmortar stores since the sales associates will have the information on hand. Since the idea is to create a social but also commercial app this will be revolutionary for other brands. It will be interesting to see the reaction and the acceptance of the idea. The app will make the user more engaged as well as more aware of the brand. The consumer will be able to connect with the brand on a different level. Having personalized assistance and content will keep the consumer invested in the brand. The communication problem they have through different social media will be solved because they will be able
to communicate with their consumers through a single platform, they will not need third-party apps. In the end, the brand will receive a lot of big data and will be able to understand the consumer to the fullest. There will be expected growth in sales for at least 10% or more since women are very likely to buy directly from apps (G, 2019). The engagement will also go by 30% or more since the number of people using apps from social matters is 30% (G, 2019).
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REFERENCES
REFERENCES 3.1 Phillip Lim. (n,d) About. Official Website. (Online) (June 2019) https:// www.31philliplim.com/ Blair, I. (2019) Mobile App Download and Usage Statistics (2019). Build Fire. (Online) (June 2019) https://buildfire. com/app-statistics/ G, N. (2018) 51 Jaw Dropping App Usage Statistics & Trends, 2019. TechJury. (Online) (June 2019) https://techjury.net/ stats-about/app-usage/
Pan, Y. (2018) CEO of 3.1 Phillip Lim on Why Moving Slow is the Way to Go in China. Jing Daily. (Online) (June 2019) https://jingdaily.com/phillip-lim-china/ Petrov, C. (2019) 50 M-Commerce Statistics for 2019. TechJury. (Online) (June 2019) https://techjury.net/statsabout/mcommerce/
Mali, N. (n,d) Your M-Commerce Deep Dive: Data, Trends and What’s Next in the Mobile Retail Revenue World. Big Commerce. (Online) (June 2019) https:// www.bigcommerce.com/blog/mobilecommerce/#common-benefits-ofmobile-commerce 31
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