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Brand Values: -
Creativity Quality Expression Environmental
(Stories.com, 2017)
The brand is known for its soft, tailored looks. Customers are encouraged to tell stories, through the clothes they wear. & Other Stories is the grown up, stylish sister brand of H&M. Their journey began with one idea in 2010, seven years on & Other Stories now operate in over ten countries worldwide. Store touch points include: stylish staff members, minimally designed stores and a harmonious store ambience. “The brand brings everything a women can wear into one place, focusing on a whole look and not individual garments� (Stories.com, 2013)
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Gender: Female Age: 24-38 Income: 25-35k UK Location: London Education: University educated Influenced by: Magazines,journals & social media
Amelia is a well travelled, freelance writer who lives in outer London, with her boyfriend of six years. Each morning at exactly 7.00am, she reads the latest news and replies to emails through her tablet, whilst sipping a large decaf cappuccino. Amelia has an adventurous personality, she loves going out and meeting new people. Her style is classic, with a laid-back Parisian twist. She invests in premium tailored garments, however still loves mixing high street fashion, with high end brands.
Name: Amelia Allison Age: 29
“We aim to design lasting wardrobe treasures, for a woman who wants to wear things that feel right to her and reflect her personality.� CEO Samuel Fernstrom, 2013.
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627k Followers
25.4k Followers
238k Fans
Tumblr
Hidden
Youtube
+ 40k Per Video
34.3k Followers
Spotify
1.5k Followers
The brand must operate more cohesively, by focusing on one specific market sector, and then create age appropriate content, to target the demographic. “90% of UK Instagram users are under 35� (eMarketer.com, 2016) & Other Stories has the largest amount of followers, and receives the highest response rate through Instagram. However older consumers may not engage with the app, making it increasingly important for the brand to generate engaging material, for a more mature demographic on an alternative platform.
Increase posting e.g
Delete account or increase engagement by posting fashion films and BTS footage Increase posting e.g
Online Audit.
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Offline Audit. Strengths.
No retouching of campaign imagery. Diverse models. Cohesive online and offline design aesthetic. Stylish in-store interior. Innovative social media feeds. Free shipping on orders over £125. Free samples with online orders. Exclusive discounts when on their mailing list.
Weaknesses. Only 6 physical UK stores. Disorganised store layout. No ‘deliver to store’ option. Lack of loyalty incentives. No story telling element to the brand. Inconsistent logo, sometimes ‘&’ or ‘And’ Neglected social media platforms Only a 14 day returns policy. No UK sizes options.
& Other Stories have a consistent design aesthetic, and stores are easily distinguishable on the high street. Layout in store is open plan, minimal, fresh and stylish. The lighting in store is bright, reflecting the calm store ambience. Each paper shopping bag is 100% recyclable and colourfully personalised, based upon store location. Personal touches such as this, create the impression of a boutique, and not an international retailer.
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S Target and inspire the 18=-25 age demographic. M
Develop and strengthen online engagement with customers.
A Become more active on social media. R Increase brand awareness to under 25’s. T
Expand social media following by 40%%% overall, by the end of the campaign.
The Dynamic Dreamer.
The Fearless Freethinker.
The Carefree Creator.
& Other Stories Summer 2017 campaign will introduce three distinct style based collections online and in store. Each of the three trends will be represented by a different woman, with her own distinct style and personality. These women embody the contrasting elements of the brands DNA. Trend one will be represented by Hanni, the dynamic dreamer. Trend two by Lola, the fearless freethinker and finally Poppie the carefree creator. The new collection will establish a more personal connection between brand and consumer, by immersing customers into the lives of the three women. A mix of leather, masculine silhouettes, floral motifs and texturised denim will be visible throughout the new collection. The campaign encourages customers to explore their own personal style, through wearing & Other Stories. The collection stays true to the & Other Stories strong design aesthetic and ethical stance, however each trend has its own distinctive identity. The campaign will target young professional women, between the ages of eighteen - twenty-five. Predominantly advertised on social media, the campaign will use a slow promotion approach to target this younger demographic. The aim of the campaign is to fulfil the SMART objectives, and to bring alive the storytelling element of the brand, by increasing customer engagement both online and in store.
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Offline Strategy. The campaign will cohesively interlink both online media and offline resources to create a conversation provoking campaign. Using a slow promotion approach, customers will be inspired to connect, and share their personal style story with one another both online and in store.
Pre-launch.
Social media will play a predominant role in the promotion of the collection prior to launch. The most active accounts will be: Instagram, Facebook and Twitter. Two posts will be released per day, encouraging a conversation to begin online. Promotional packs will be posted before the collection goes live, creating anticipation surrounding the launch.
During Launch.
Online engagement will continue. Reposting / retweeting of customers images will begin, as well as weekly Youtube style videos. Blackboards will be introduced in store, and publicised on social media live feeds.
Post launch.
To increase customer engagement levels, celebrity / blogger endorsements will start via social media channels. The official blog will launch, style tips and stories will be shared over the following months.
Beautifully presented blackboards will be installed in stores worldwide, coinciding with the launch of the campaign. Customers will be encouraged to interact with the boards by leaving messages, style tips and comments to inspire others. This personalised, non digital communication approach allows customers to feel increasingly connected with one another, as well as with the brand. The blackboards will enhance the stores existing design aesthetic, and will become a communal point in store.
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Both new and existing customers will be sent a promotional pack containing information about the new campaign. The pack will be sent out by post, personally addressing each individual customer. The pack will contain an in-depth description of the exciting Summer collection, as well as the story behind each of the campaign girls. Customers will be encouraged to engage with the brand online by using #MyStory on social media platforms. The hashtag will not only promote brand awareness, but also strengthen the sense of community around the brand. Customers will receive a piece of chalk in their package, with a note encouraging them to use it in store. This provokes a sense of curiosity, and alongside the 10% discount voucher, will persuade customers to visit their nearest store. The strategy will increase footfall, and will also provide customers with an opportunity to fully immerse themselves in the brand, and experience the new campaign. This positive in store experience will retain customer intrigue and grow brand loyalty.
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Don’t miss out! 10% off when you sign up to our mailing list. Find out more
Share your style now... #ÂŁ#MyStory
Blogging is a huge social media platform which the brand is not currently utilising, a blog will be created to support and promote the campaign. Content of the blog will consist of style tips, interviews, in-depth customer stories and videos. The blog will be introduced three weeks after the collection launches, to ensure maximum publicity. Along with campaign posts, the blog will feature timely news articles and interactive multimedia features. To ensure a fully integrated campaign is achieved, the blog will link the user back to stories.com and their social media channels.
Meet the girls... The Dynamic Dreamer.
The Carefree Creator.
The Fearless Freethinker.
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The campaign will be promoted through the four social media sites above. The brand have successfully established themselves on each of these platforms, however the campaign will build upon this success. The aim of the online strategy is to increase brand awareness, and to inspire customers to share their personal style stories online. Questions and open ended captions will be shared on social media, to encourage customers to respond and engage with the brand.
#StyleStory
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Celebrities and bloggers Instagram accounts will be utilised to promote the new collection. Their followers fit the target demographic of the new campaign. These four women represent the brands fun and quirky personality, but in their own unique way. The four below, are all known for their distinct personal style, making them the perfect brand ambassadors.
The film follows a woman’s journey through the age old question of ‘what should I wear?’ Transporting the audience into her dream world, she unveils how she’s able to transform identity, simply through the way she dresses. The film captures the essence of the new campaign, and asks the viewer who they aspire to become this Summer.
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Page Number.
Website.
Front Cover
www.stories.com
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www.stories.com
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www.pinterest.com
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www.stories.com
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www.pinterest.com www.stylingdutchman.co.uk
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www.pinterest.com
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www.apple.com
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www.instagram.com www.pinterest.com www.huffingtonpost.co.uk