Final Major Project Portfolio - The Reel Club

Sarah Mak sd18s2m@leeds.ac.uk sarah_mak@hotmail.co.uk

Executive Summary.

The Reel Club is a rental streetwear platform enabling a seamless style rotation through a curated selection of premium garments and accessories, as a subscription service. The communication strategy adopted aims to launch the brand and business model into the rental market, gaining presence through embodying a youthful, progressive and innovative brand essence. This will be done through a series of virtual and physical touchpoints to engage with the digital-native consumer; as both online and offline brand interactions are imperative to create deep, meaningful brand associations with the target audience (Hawkins, 2020).

Our convenient service aims to amplify a positive brand associations, personalised to the specific consumer’s style and brand preferences, whilst building a united “club” of users. We offer a niche through an inclusive, circular-streetwear business model that allows us to differentiate from competitors. By enabling access to exclusive designers, brands and statement pieces for the youthful consumer, we embrace frugality in terms of environmental and economic practices for the specific audience (Hall, 2021).

CIRCULAR STREETWEAR 2.

RENT IT

REEL IT

Fig. 1

3.

CONTENTS. (What to Expect)

Executive Summary.

3.

University Pop-up Stands.

54.

Market Opportunity.

9.

Brand Introduction.

10.

Mission Statement.

How it works.

Brand Visuals.

Mood & Colour.

Product & Packaging USP.

12.

16.

20.

22.

24.

26.

Introduction - Objectives, Strategy & Audience.

The Stand.

Tactics.

Posters.

Measuring Success & Expected Results.

Project Timeline & Costing.

55.

56.

58.

60.

62.

64.

Instagram Growth.

66.

Target Consumer.

28.

Customer profiles.

30.

67.

68.

70.

72.

74.

Marketing Strategies.

32.

Customer Journey.

IMC overview.

Aims & Objectives.

Marketing Mix.

34.

36.

38.

40.

Introduction - Objectives & Audience Strategy.

Tactics.

Influencers.

Giveaway Comptetition.

Target Audience, Measuring Success & Expected Results.

Project Timeline & Costing.

1-Year END London Event.

80.

Introduction - Objectives.

Invitation & Venue.

Event Info.

Target Audience & Tactics.

Measuring Success.

Project Timeline & Costing.

81.

82.

84.

92.

96.

98.

18-month Timeline.

Future Strategies & Conclusion.

100.

108.

Website Development.

42.

Introduction - Objectives & Audience.

Landing Page.

Communication Strategy.

Tactics & Measuring Success.

App Development.

Project Timeline & Costing.

43.

44.

46.

48.

50.

52.

Fig. 2

4.

5.

76.

78.

COP COP IT IT

& SWAP IT join the club...

6.

7.

Fig. 3

The Opportunity.

Extensive market research has been conducted to establish the gap in the market for streetwear rental in the UK. Minimal direct competitors are faced, due to services which offer similar products such as Rotarity and RSVD located in the US market. Rental companies which target a similar demographic within the UK tend to be focused on occasion-wear, offering brands to rent which range from luxury designers to high-street brands. Thus portraying a market opportunity for rental of specific streetwear designers and exclusive brand collaborations.

8.

THE MARKET. Fig. 4

The “hype” of streetwear has grown throughout the pandemic as casual, yet high-quality styles are more suited for this new way of life, as the loyal streetwear community show continued support for their most-loved brands (Dwyer, 2020). The “drop-model” has therefore been adopted by all angles of the streetwear market to gain increased traction, as brands have been led to enhance their digital operations (Dwyer, 2020). Consumer shifts have seen a migration away from ownership, driving the opportunity for streetwear items to be offered through a seamless rental rotation, allowing for monthly wardrobe updates through “lowimpact consumerism” (WGSN, 2020). New ownership models are being encouraged by the consumer values towards sustainability, variety and affordability (Ahmed et al., 2019). A gap in the market is therefore displayed to offer these products to the environmentally conscious streetwear consumer, pursuing high-quality, sought after products.

RENT THE BRANDS. OWN YOUR STYLE. The Solution.

We aim to encourage the adoption of a circular system for consumption as a result of an identified market opportunity for casual yet luxury streetwear to be rented. Within the “drop-model” stock is strategically made finite to elevate interest and demand surrounding the limited and exclusive products (Sutherland, 2018).

Therefore, many pieces are off-limits to due to low product availability which leads to excessive resale prices (Walker & Stott, 2017). Our solution is to offer these pieces, alongside more understated styles and brands for an attainable rotation of items to encourage individual style expression, by embracing elements of the sharing economy. Due to the rental model being a favourable alternative to buying clothes outright for the conscious consumer, our solution brings this to the streetwear market whilst encouraging accessibility to sought-after brands (Chan, 2020).

Our solution also takes into account the consumer shifts following a “challenging economic, social and environmental backdrop” by adopting a sense of community, a progressive and inclusive business model whilst taking advantage of technological advancements and digital resources to offer optimum customer convenience (Hall, 2021).

9.

Redefining Access to Luxury Streetwear.

Reel.

Club.

verb 1. Wind something on to the reel by turning a reel.

“Real”; genuine, authentic.

noun 1. an assoication dedicated to a particular interest or activity.

/ri:l/

kl^b

BRAND

Mission

We aim to facilitate access to exclusive streetwear brands through a more sustainable business model, empowering the consumer’s style and creativity.

We offer a diverse and inclusive space whereby all gender identities can rent and interact with each other; challenging the “boys club” mentality of the streetwear industry (Gill & Mendez, 2018).

Fig. 5

10.

11.

THINK. EVOLVE. DO. For the individuals who wish to express their most supreme-self through an innovative, circular way of consumption whilst challenging gender-stereotypes and the need for ownership.

Our service is committed to the accessibility of exclusive streetwear brands and products for the progressive consumer.

Think progressively, evolve in yourself, and make the change.

Yeah, what Gucci said.

12.

13.

Fig. 6

Our Brands.

RENT EXCLUSIVE STREETWEAR PIECES & DESIGNERS.

14.

loading...

Fig. 7

15.

Ownership is out.

1. Brand/supplier relations for exclusive drop releases.

HOW IT WORKS.

2. Stock sourced from customers offering to sell their items.

The Business Model.

Suppliers.

1. Authenticity check to verify items.

2. Like/Reserve pieces up to 3-months in advance.

3. Create personalised wardrobe/avatar to check fit/style.

4. Choose Delivery & pick-up dates for the month.

Internal Operations.

8. Repeat process upcoming months on subscription.

7. Returned and dry-cleaned at our warehouse.

6. Products insured for ‘light wear’ - customer will cover cost to major damage or not returning the item.

5. Item delivered to house with secure logistics.

Picked-up again at the customers convenience.

Evolution is at the core of our business model, adopting new technologies and creative approaches to constantly keep the customer engaged.

16.

17.

SUBSCRIPTIONS. Consumers have shifted towards the subscription-model, out of both necessity and preference (Bell, 2021). It is predicted that by 2023 as many as 75% of direct-toconsumer brands will offer this service, and therefore, being at the forefront of this consumer trend uptake will allow the brand to gain market presence and a loyal customer base (Bell, 2021). Overall, the business-model is attuned to the implications the target consumer as a generation face which are: consumption as access over possession, expression of individual identity, and as a matter of ethical concern (Francis & Hoefel, 2018).

Fig. 8

To stay true to our mission and offer a rotation of high-quality pieces, our rental service operates under a subscription model. Consumers have been accustomed to an exceptional standard of convenience and accessibility when it comes to their digital shopping experiences; therefore, the subscription model ensures seamless brand-consumer interactions each month to provide them with their fashion needs (Bishop & Scott, 2021). A “buyback” system is also offered to encourage individuals to sell their clothing to be rented through our service, depending on the quality, brand and product.

Products are valued through a “credit” system, depending on style, brand and product demand. The plans provide a number of credits for the month which the customer can use however they choose, on any items within the month.

They can also carry forward the credits for the next month allowing for access to all products, dependant on consumer preference. The customer can save by “liking” items they wish to have in the following months, and can reserve these pieces on rotation, allowing fair access to the most sought after pieces.

Fig. 9

18.

19.

Aa.

Arial Bold Italic outline.

ABCDEFGHIJKLM NOPQRSTUVWXYZ

Chalkduster Regular.

ABCDEFGHIJKLM NOPQRSTUVWXYZ

Aa.

Aa.

Andale Mono.

Arial Bold Italic.

ABCDEFGHIJKLM NOPQRSTUVWXYZ

Secondary Logos.

Aa.

ABCDEFGHIJKLM NOPQRSTUVWXYZ

Images.

Barcode Colour.

Barcode Greyscale.

The creative approach takes inspiration from the digital world using playful colour and fonts to contrast the abyss of the online environment.

Geometric shapes are essential to our branding package utilising lines, spheres and rectangles to embody our “edgy” ethos. Insights into colour trends and their longevity influenced the development, incorporating digital gender inclusive colours such as “digital lavender” to provide calming yet eye-catching elements to our brand identity (Thomas, 2021).

20.

21.

VISUALS.

Typefaces.

Primary Logos.

BRAND MOOD. Core Colours.

Silvered Grey

Navy Black

PANTONE 13-4201 TCX

Optic White

PANTONE 19-4203 TCX

PANTONE 11-4800 TCX

Accent Colours.

PANTONE 15-6317 TCX

22.

Fig. 10

PANTONE 14-4318 TCX

PANTONE 15-3716 TCX

23.

COLORO 039-8131

& COLOUR.

& PACKAGING.

Fig. 11

The products follow a demand for high-quality comfort, exclusive brand collaboration such as Supreme X Louis Vuitton & supreme X Nike statement pieces and accessories. Alongside a refined garment and accessory collection, high-demand sneakers such as Nike Jordan collaborations will be stocked. The macro-trend of “high-quality” and “longevity” has influenced this, focusing on our consumer’s everyday style needs, at the same time placing value on “connoisseurship” of the products (Wilson, 2020). The products are selected for their cultural capital and brand status to engage with the consumer seeking high-quality goods (Wilson, 2020). A range of market-level brands will be offered from streetwear-premium such as Stussy & palace to luxury designers such as Rick Owens.

This will enable an authentic variety of goods to replicate an elevated wardrobe selection.

24.

As our consumer aims to be socially conscious, our refined brand range will adhere to this, stocking brands which align with our responsible values (Strategy&, 2019). To ensure we remain inclusive, sizes from products will vary as well as offering brands which are targeted specifically to feminine styles such as I.AM.GIA and MISBHV in the maledominated industry.

Our branded packaging is 100% recyclable, however, is designed with the sole purpose to be re-used by the customer through returning their rented products.

PRODUCT.

25.

Fig. 12

WHAT MAKES US DIFFERENT? (The BIG Question)

Operating as a subscription rental service, allowing for advanced way of accessing favourite brands and products is our key USP. Our secondary USP is that we offer designer and premium streetwear pieces which are difficult to access, tapping into the everyday-wear of rental. Similar market level rental brands offer more formal and occasion-wear pieces for a one-time rental, whereas The Reel Club endorses a consistent rotation of pieces to fit the needs of our consumer.

26.

Fig. 13

27.

Demographic.

• • • •

Aged 18-28.

UK cities.

University Students.

Young Professionals & Creatives e.g. photographers, artists, models.

Phsycographic.

• Progressive political, social and environmental views • Expressive through self-identity and their appearance (Napoli, 2020).

• Value financial well-being and seek to be rich in experiences after uncertainty of pandemic • Value brand and quality in their fashion choices • Hard-working, entrepreneurial traits

Behavioural.

• • • • •

• • • •

Most adaptable to new systems and technologies Prioritise access over ownership (Bell, 2021) Enjoy travelling, music events, festivals, and art Read up on fashion and upcoming trends, releases and brand collaborations Follow fashion influencers and fashion publications such as Hypebeast, Complex, The Sole supplier, Dazed and Culted.

Willing to wait in a long queue for new drops & releases.

Tech-savvy.

Shop both online and offline Enjoy shopping in-store in visually aesthetic stores such as End, Dover Street market, and Flannels.

TARGET 28.

Fig. 14

29.

Audience

1.

Conscious Clout Consumer

2.

Mature Hype Consumer

CUSTOMER

Profiles.

Fig. 16

Fig. 15

Age.

18-23.

Age.

23-28.

Values.

• High-quality/premium brands.

• Social & environmental ethical implications of fashion • Want stylish clothes for longevity – prioritising consuming less and investing in the sharing economy.

Values.

• High-quality/premium and luxury brands.

• Has higher income and therefore seeks to travel and values experiences.

• Values relationships/social connections – outgoing personality.

Shopping • Shop online more for convenience.

• Physical brand store (50%) Prefer• Brands own E-commerce (55.5%). ences.

Shopping • Mix of Online & physical – prefer physical when they can.

Prefer• Physical brand store (59%) ences.

• Multi-brand retailer (online & in-store) (30%) • Resell sites (7%)

• Brand’s own e-commerce (40%) • Multi-brand retailer (online & in-store) (31%) • Resell sites (32%)

Key Brands.

30.

(Hypebeast & Strategy&, 2019)

(Hypebeast & Strategy&, 2019).

Prefer sustainable/ethical brands.

Key Brands.

Noah Daily Paper Nike North face Stussy Colourful Standard Palace Story MFG.

Prefer luxury high-end designers which are visibly branded.

Fear of God A-cold-wall Stussy Stone Island Palm angels Vetements Gucci

31.

MARKETING

The Reel Club will be launching in October 2021 following the Seoul and Shanghai fashion weeks.

Although the target consumer is based in the UK, due to increased user engagement on social media surrounding these international fashion weeks and the importance of Chinese and Korean cultures in the streetwear market, the pre-launch strategies will benefit from this. Influencer marketing and press release will maximise from this to gain market presence boosting brand awareness and future sales.

The marketing campaign strategies align with the launch of the brand to predominantly gain market presence, awareness and sales. The USP of being a rental service for luxury & premium streetwear will be communicated through various digital & physical touch-points to produce meaningful consumer experiences.

STRATEGIES

32.

Fig. 17

33.

JOURNEY

Awareness & Discovery.

1.

Social Media.

2.

3.

47% of young adults increased their social media use during the pandemic according to Vice (Friend, 2021). Utilising social media as a channel to initially spread brand awareness will help to grow the brand’s presence, as 43% of 18-24 year olds and 47% of 25-34 year olds use social media for product discovery (Bazaar Voice, 2021).

Consideration.

Website.

80% of Gen-Z consumers conduct research prior to purchasing from a brand, looking at their social media, costs and the company values (Mathew, 2019). Social media will take the consumer through a link to the website embodying brand identity, key information and customer photos and reviews which the consumer seeks prior to purchase (Berthiaume, 2021).

Experience.

App Personalisation.

The app will be the channel whereby the consumer, once purchased a subscription, can use to personalise their service through creating a wishlist of products, brands and styles.

CUSTOMER

4.

5.

Experience.

Product Delivery.

As consumers are in search for convenience, the choice of specific delivery times and efficient logistics will ensure the product reaches the consumer (Mintel, 2021).

Reputation.

Social Shares.

6.

34.

Encouragement to share the brand via Instagram stories & posts will drive traffic to the brands social media and boost user-engagement. This is important as 58% of people say they become interested in a product/brand after seeing influencers or peers share it via Instagram story (Newberry, 2021).

Review & Repeat.

Review.

73% of Gen-Z consumers read or watch reviews to check product quality (Mathew, 2019).

The customer will be encouraged to leave reviews after orders to build a profile of positive reviews whilst also enquiring essential customer feedback for business progression.

35.

1.

OVERVIEW.

Website & App. (July-Sept. 21)

3.

Instagram Growth: Giveaway.

(Jan-July 2022)

The social media competition will be promoted through a selection of specific influencers as an Instagram campaign. It will run alongside some of the university pop-ups and continue into July 2022 with the aim to transfer interested individuals into loyal customers and establish market presence.

Coherent website & app development is the first phase of the IMC in order to connect directly and effectively with the digital consumer, driving website users to the app to increase sign-ups.

Fig. 20 Fig. 18

City Pop-up’s.

Anniversary Exhibition.

2.

(Sept. 2022)

The Anniversary exhibition event will showcase the brands’ identity and yearly progress through an exciting in-store pop-up collaborating with END store in London.

(Oct. 21 - Jan. 22)

Exhibition stands located in City-centre university campus’ as a launch and post-launch strategy allowing for in-person interactions with the consumer to promote our brand identity and increase awareness.

EDINBURGH.

LIVERPOOL.

LONDON.

NEWCASTLE.

MANCHESTER. Fig. 19

36.

4.

Fig. 21

37.

Fig. 22

AIMS & OBJECTIVES 1.

2.

3.

38.

Engage with the target consumer through physical and digital touchpoints effectively through our website & app and achieve a highlevel of brand awareness within the market.

Create Interest and Desire for our service through gaining 50k social media followers within the 1st year of launching.

Acquire and sustain a loyal customer base to secure sales and revenue within first 9-months of launching the brand, gaining credibility within the rental market for streetwear.

39.

Fig. 23

Plan 1.

Monthly Essential. £45

Competition/ referral incentive.

Innovative.

Exclusive.

Brand values & identity.

Lively.

Pop-up.

Plan 2.

Monthly Premium. £75

PRICE.

PR packages.

1st year Exhibtion.

Plan 3.

Monthly Exclusive. £120 Digital/ Physical Visual Merchandising.

PHYSICAL EVIDENCE.

Experiential Marketing.

PEOPLE.

App/ Website.

User-friendly.

Influencer Marketing.

Insure small damages - charge for larger damage.

Spotify.

Newcastle Upon Tyne.

Manchester.

Coats/jackets.

Edinburgh.

Social media.

Tops/T-shirts.

Brand.

London. competiton winner process.

Physical pop-up.

Luxury.

Enthusiastic.

Engaging.

Relaxed.

Authenticate.

PROMOTION.

Online ads.

Search engine optimisation.

Facebook.

Exhibition staff.

Dry clean.

Products.

YouTube.

Interactive.

Informative.

Premium.

Pop-up staff.

Youthful.

Knowledgeable.

Passionate.

Approachable.

Trouser/skirts/jeans.

Clothing.

Referrals.

Sneakers.

PR.

Liverpool.

PROCESS.

UK Cities.

Birmingham.

Competition.

Hats.

Bags.

Accessories.

PRODUCT.

Guestlist Process.

Website/ App.

PLACE.

Stussy x CDG. Exclusive Drops/ Collabs.

Ambush x Nike Dunk.

40.

Supreme x Nike Air Max.

Marketing Mix Overview.

41.

Objectives.

The Reel Club wishes to encourage young consumers to “think, evolve, do”, within their consumption behaviours and desire for aspirational brands; enabling them to put this into action. The website and app development therefore seeks to be visually stimulating, incorporating innovative and interactive elements to reflect our progressive brand ethos. The overall aim of this strategy is to offer a website promoting the brand identity and urban culture, which will be achieved using “The Club Blog” covering fashion, music, art and technological news.

Creating a hub for the community of website users will drive interest and action to download the App and increase sales. The app is directed at enhancing the direct-to-consumer relationship, offering a space whereby the members of the service can access their rental fashion needs from their mobile, with the aim of retaining a loyal customer base.

1.

Fig. 24

42.

WEBSITE DEVELOPMENT

• Maximise brand awareness and interest within first 3 months of website/app launch • App downloads to increase by 10% each month.

• Conversion rate of sales to reach 10% within first 6-months of launch.

Audience.

Driving users to the rental platform will engage with the primary and secondary target consumer.

Facebook and Instagram sponsored adverts aim to communicate with those interested in rental, circular fashion and exclusive streetwear pieces which are difficult to acquire due to stock and high-price. As the aim is to attain brand awareness, the initial target audience are likely to be newcomers to the brand, whilst the app is designed for engaging with the brand’s current customers and retaining their loyalty. As the more mature target demographic seeking high-end luxury prefer shopping through a website; offering this as an information source will address these needs, whilst the app provides a touchpoint for existing customers (Freer, 2020).

43.

1. Landing Page.

3. Perks of Service.

Fig. 26

Fig. 25

44.

45.

3. Perks of Service.

6. Press Release Features.

Fig. 28

5. Club News Blog.

Communication Strategy.

User-experience of the website will be crucial to developing strong communications with the target consumer, reaching our goal of effective digital engagement. Therefore, regular maintenance, review of website analytics and the use of search-engine optimisation (SEO) will be essential to the website success. Key communication with the customers will be done through the website blog which keeps the streetwear consumer up-to-date with both new streetwear drops which can be accessed through rental, and promoting this using SEO, sponsored Facebook and Instagram ads and Spotify ad channels.

To establish a competitive edge the website will take advantage of the “drop model” to lure customers in, promoting limited collections frequently to create this “hype” around our brand (Hypebeast & Strategy&, 2019). The pieces stocked to rent will remain in high-demand but allow the Reel club members to access them more readily.

As brand trust is a key factor in the target consumer decision-making process, the website offers a secure space whereby the consumer can access important brand information as well as being immersed in the brand identity and streetwear culture.

Fig. 27

46.

47.

7. Socials Link.

Tactics.

The launch of the website & app will be promoted through the brand’s existing social channels, using sponsored posts as drivers for website traffic.

Features in accredited online publications such as Dazed, Complex and sustainable/rental fashion forum, TheGoodTrade; enables direct engagement with our target audience as early adopters. Through the promotional deal offered through Email sign-ups on the website, Email-marketing will then be utilised to directly communicate exclusive offers, products, and brands to drive interest and create sales.

Pop-up ads and promotions will be featured in gaming and fashion related YouTube videos over the website and app launch period, as this is a popular channel for the target consumer (Newberry, 2021). Search-engine optimisation of key-words highlighting the brands, products and rental service to raise brand awareness will be key in advancing website & app traffic; and will be further employed as revenue increases.

Fig. 29

8. Sign-Up Promotion.

Expected Results.

As a result of the Website & app launch strategies, brand awareness and desire will be built within our target consumer.

Essential customer feedback will be provided in order to constantly update our service and attain a strong brand reputation.

Website traffic is expected to be highest during the launch and create conversions to app downloads.

Measuring Success.

Paid Media.

The website & app development success will be monitored weekly following the promotional activities through social media posts and online media adverts.

• Google ad key-word planner • Search-engine optimisation • Paid social media ads.

Website Indicatior: • Number of page views, the bounce rate, average time on page, number of sign-ups for promotional offer and number of click-throughs to app downloads.

App indicators: • App retention rate, Daily & monthly active users, Return on investment, App reviews.

48.

Earned Media.

• App reviews.

• Website credentials

Owned Media.

• Website • App • Instagram

49.

Fig. 30

1. Profile.

2. Wishlist.

Profile & Referral promotion.

Saved items & Suggested items.

4. Avatar.

3. New Release Notifications.

New Release & New Order Reminder.

5. Shop & Review.

APP DEVELOPMENT The app development will accompany the website, differentiating by offering a convenient mobile space for members to access on the go, allowing them to update their orders and preferences.

By using interactive and personalised features such as the “create your avatar” we aim to engage with the digital native consumer, with the objective to turn Interest & Desire into Action.

Shop all items - Credits listed.

Style a look on your avatar.

50.

The app allows the creation of The Reel Club community, encouraging interaction with other users through being able to post your styled avatar looks, allowing for sharing of styleinspiration and expression. This consumerconsumer and consumer-brand connection aim to mirror the streetwear community and brand culture of which the industry is built upon (Hypebeast & Strategy&, 2019). It will be promoted through our website encouraging exclusive access to upcoming drops and collections to increase subscription sales.

51.

Fig. 31

Project Timeline.

2021

Week 1

June

Website landing page in Meeting with web designers Website mapping created development - social media Mockup designs and with designers. posts “coming soon” inspiration for branding.

Landing page launched during website development. Email sign-ups to be collected.

July

Begin app design alongside web design. Inhouse inspiration boards & features to be included established.

App design continued.

August

Week 2

Week 3

Begin designing AR features (wardrobe, avatar, styling).

Website updates through Official website launch. blog/videos/recent fashoon Refer a friend pop-ups news. during website launch.

Add AR features to app.

Website promoted through publication Social medias for Complex UK (76k following).

Week 4

E-commerce features added to app

Activity.

Description.

6-month Total.

Website

Web-designer meetings £199 (Webvisory, 2021)

£199 + (£299 x 6) + £300

Search Engine optimisation £229 (p/m) (Semrush, 2021).

1 day photoshoot with model £100 model + £200

September

October

Youtube ad pop-ups to download app.

Blog Review & maintenance: update of news and new collections.

In-house photoshoot for Website content to be updated.

Website/app blog updates Drive referrals through app App launch for sales cre- update app pop-ups to ation. Promote through encourage this. social channels - Facebook ads.

App facebook ads - pay per Suggested for you click. facebook website blog official app/brand launch.

photographer.

= £1873.

App

Maintenance of App.

App facebook ads - pay per click £0.79 (Webfx, 2021) projections to 1000 clicks each ad.

App design initial cost £2000 (Webfx, 2021) AR features £3000 (Agilie, 2021).

E-commerce features £1800 (Web fx, 2021).

November

December

App maintenace for new sign-ups

Customer service via app

New exclusive collabs to be featured in the blog.

Website features - update Customer service Boxing day promotion on targeted towards christmas maintenance & email Website - first month free day outfits. marketing to target existing customers.

Website updates new blogs & features, Christmas promotions.

New Years even promotions to gain new customers.

= £11,590

Staff for Website & App maintenance

Staff costs £250 weekly maintenance.

Paid media channels

Publications Complex UK. £760 (webfx, 2021)

Janurary 2022.

Use of ads on our app to generate funding. Pay for app-store advertising for January period.

Add user generated content to app & encourage customers to review products to inform other users of the fit/style/ quality.

End of january promotional deal. Website & App maintenace and features updated.

£250 x 4 weeks (x 6 months) = £6000

Youtube pop-up ads £1520 (webfx, 2021).

Pay per click facebook ads £200 (Marketerknows, 2021).

E-mail marketing to existing customers for products which have become unavialable to buy in stores from christmas but are available to rent on our site.

Jan promotional deal - sign up for 10% off the year.

(£0.79 x 1000) + £2000 + £3000 + £4000 + £1800

Instagram sponsored posts £100 p/m (Instagram, 2021).

£760 + £1520 + £200 + (£100 x 6) = £3080

£22,543

& Costing.

52.

53.

UNIVERSITY POP-UP EXHIBITION STANDS. Overview & Objectives.

This campaign will involve an exhibition-stand tour around key UK city university campus’ with the objective of creating brand awareness and desire within the primary target consumer. These popups will employ an enthusiastic team of people to promote our brand-identity and communicate key brand information to turn Interest and Desire into Action. Individuals will be drawn to the stand through our “Reel Club Treats” bar, attracting as many people to the stand as possible to increase the number of Email sign-ups and Instagram following.

This will allow for increased traction to our upcoming social media campaign. City campus’ will be visited on different dates to accompany the social media campaign and offer an incentive to interact with the brand.

1. Gain a 30% increase in social media following after each exhibition stand 2. Grow presence through physical touchpoints with the target consumer.

54.

Fig. 32

2.

Strategy.

The streetwear consumer expect a personal connection with the brands they purchase from, therefore, the pop-up stand aims to achieve this by offering a mixed physical and digital touchpoint for a personable brand experience. As the brand launches as a solely online rental company, the strategy enables an affable face-to-face interaction with focus on communicating our youthful, fun and progressive brand identity. Upcoming drops and exclusive releases will be promoted, as well as the incentive to be able to sign-up to our approaching social media competition involving exclusive music festival and events tickets. A digital screen displaying how the service works and sample products/brands that are stocked will be an attraction to the exhibition. After signing up to the mailing list, the individual will spin a wheel to receive something from our “goodies” selection: Re-usable coffee mug, Tote-bag, Frozen-yoghurt. A QR code will be provided whereby foot traffic can scan and enter our social media competition as well as finding out key brand information.

Audience.

The chosen locations have been selected due to the ability to reach a wider audience to gain market presence and interest as well as reaching the primary consumer, 18-24 year old university students. We also aim to attract the affluent international students who would be suited to a rental service to avoid travelling with lots of luggage. The city locations provide a hub of the targeted contemporary customer enabling a “hype” to be created around the brand.

55.

Fig. 33

The Reel Club pop-up stand.

How it Works.

Location:

Date & Time

London, Uk Birmingham, Uk Manchester, Uk Newcastle, Uk Edinburgh, Uk

14.10.2021 24.10.2021 16.02.2022 28.02.2022 04.03.2022

1. Spot the exhibition stand on campus 2. Staff members promote the competition – sign up to email to win free merch & follow Instagram 3. Spin the competition wheel to see what can be won 4. Also receive a free complimentary yoghurt.

5. Be E-mailed about upcoming collaborations & new competitions via social media

11am-3pm 11am-3pm 11am-3pm 11am-3pm 11am-3pm 56.

57.

“Spin to Win” Tactics.

Prizes: Sticker collection.

Tote bag Re-usable coffee cup Key Chain Posters.

To grab the consumer’s attention and increase brand desire, interactive elements will be offered as well as a selection of prizes whereby individuals who sign up to the mailing list, follow the brand’s Instagram and refer a friend, to win exclusive Reel Club merch. A frozen yoghurt bar will be hosted, whereby all Email sign-ups and Instagram followers can receive a free treat. These emails will be utilised in future to contact individuals directly with upcoming promotional offers. Merchandise provides an additional promotional channel as those wearing the bags, carrying coffee mugs and lanyards, spread brand awareness to a wider audience and our secondary consumer. A QR code displaying exclusive products aims to increase desire for our service, enticing the consumer generating access to these brands through an innovative service. A collection of bespoke posters will be up for offer which will further develop brand awareness within student houses/accommodation and create a strong brand image.

58.

Fig. 34

59.

Poster Giveaway.

60.

A3 bespoke posters to be given away at each location.

Posters aim to spread brand awarness throughout our target primary consumer.

61.

Fig. 35

Fig. 36 Fig. 37

Measuring Success.

The success of the exhibition campaigns will be assessed by looking at the percentage in increase of Instagram following and the retained Instagram followers as the main goal is to gain awareness and interest. Numbers of viewers to our Instagram stories will also indicate the total of engaged individuals with the brand. A review of the number of sign-ups to the subscription service will also be undertaken 2 weeks after each pop-up concession.

Expected Results.

It is expected that this campaign will grow social media follows and The Reel Club mailing list to incentivise the target consumer further through direct Email marketing, signs-ups and referrals; consequently increasing sales and revenue. It will also promote our brand identity and allow us to gain market presence for streetwear brand and designer offerings.

Follow up E-mails to our mailing list.

62.

63.

Project Timeline.

2021

Week 1

Week 2

Week 3

Week 4

August

Begin contancting univeristies to use their campus locations for popups.

Apply for pop-up licensing for all locations; contact the univrsities and local councils.

Health and safety food licensing to serve icecreans,

Advertise for staff on our socials at each location use the local students at each location.

September

create branding designs for Order banner and spin pop-ups. Create QR code to win features. Order link for products. merchandise for 2 events.

Activity.

Description.

Total.

Merchandise.

100 x Mugs (£0.95 per unit) (We brand it, 2021)

£95

1000 x stickers 51mm stickers (Printed, 2021).

Teasing social media posts Staff training for london for locations for pop-ups. event.

£39.60

300 x printed tote bags (£0.89 per unit) (We brand it, 2021). £267 300 x Key chains (£0.93 per unit) (Infinity Inc., 2021).

October

November

December

January 2022

Deadline for licesncing to be complete and returned for Lodnon and Birmingham locations.

contact to new univerisites for the 2nd semester starting Janurary 2022.

First pop-up exhibtion in London Central Saint Martins campus

Licensing for next locations Create Instagram story begin.

Advertise new locations on social media posts to recruit staff & use parttime recruitment firms for motivated people.

Source staff and van hires etc for upcoming event dates.

2nd pop-up exhibtion at Univeristy of Birmingham.

Create mailing list from the 2 events.

Review social media following increase, sign ups and mailing list success.

= £680.60 per location (x5) = £3403 total.

Pop-up features.

February 2022

Social media posts for next New university semester locations for pop-ups. starting. Promotional offer for referrals.

Manchester pop-up event.

University of Manchester.

Newcastle Pop-up event.

Northumrbia University.

Frozen Yoghurt machine - rent over 5 locations £500 Pop-up bar stand structure £240 per day (pop-up bar hire,

Staff & Training.

2021).

£240

Branding banner £46 (Pixart Printing, 2021)

£46

Roll-up banner £61.60 (Pixart Printing, 2021).

£61.60

“spin to win” board. £395 (Bigfunhire, 2021).

£395

A3 Poster prints X 30 each event. £1.98 per poster.

£59.40

= £1242.6

4 staff members

(£12 x 7) x 4

7 hours per day at £12 per hour.

Other.

Van hire £107.99 per day (Nationwide Hire, 2021).

Edingburgh pop-up event.

University of Edinburgh.

Create mailing list.

Email marketing directed towards the sign-ups collected. Offers to refer a friend and sign-up to the subscription.

64.

= £336 per day (x5) = £1680 total. £107.99

Electricity £30

£30

Temporary Event Licensing (TEN) £21 (Gov Uk, 2021).

£21

Univeristy Fees N/A

March 2022

£500

(Vevor, 2021)

Social media teasers for prizes to be won at next years events.

App updates with nearby locations for the events.

Directed at current consumers.

Review retained success from first 2 events.

£279

Review KPI’s for campaign email offers continued to success sign up to our social media giveaway.

=£158.99

= £6484.59 total cost.

& Costing.

65.

INSTAGRAM GROWTH.

Target Audience.

The general target consumer will be targeted with the specific event tickets to be offered through the giveaway as well as creating a trusted social media space. The target audience spends time using social media as a creative outlet and as a source to access brand/company information, therefore the Instagram channel will communicate with both existing and potential brand customers. Social media will be a vital element to the overall IMC over the brand’s lifetime due to the consumers consistent relationship with these platforms.

Overview.

66.

Fig. 38

3.

A series of 3 Instagram competition/giveaway will run across the months of October 2021 and March 2022. During this time, additional social media strategies and tactics will take place to boost brand awareness and interactions with the target consumer as the brand is launched to market. This will involve winning a year’s rental subscription with The Reel Club, exclusive invitations to our London Exhibition and 3 different music events:

Objectives.

Gaining a significant social media following is the fundamental objective of the campaign, as this will increase brand credibility, awareness and trust with the aim of increasing the number of loyal customers.

Within the first 18-months of the launch we aspire to achieve an Instagram following of 50k. As the social media strategy will be run throughout the University pop-up concessions, we project that 40% of these followers will be gained during this 6-month period.

• 5 X tickets to Warehouse project, Manchester • 5 X tickets to Wireless London • 5 X tickets to Lovebox festival, London.

67.

Pre-launch Feed.

“Coming Soon” & brand reveals to create hype.

Paid Sponsored Instagram Stories.

Strategy.

This social media strategy has been derived to drive Awareness, Interest and Desire for the products and service of the brand.

Instagram is the most used social media channel for style inspiration within both target consumer groups, making it crucial platform to gain market presence (Hypebeast & Strategy&, 2019). By producing “shareable” content of the competition, user-engagement will be increased to a wider audience, specific to the target consumer to grow the platform. Building a social media presence will help gain competitiveness in the streetwear and rental market, and in the long-term be a channel to strengthen brand loyalty and therefore secure profit margins.

The direct-to-consumer communication through social media channels are crucial to building brand trust. The target audience hold a great level of confidence and credibility in a brand’s direct source of creation (Hypebeast & Strategy&, 2019). A light-hearted and progressive tone of voice will be portrayed through Instagram with the aim of forming deeper brand resonance by establishing transparency, honesty and a cultural presence. This cultural presence will be formed as a result of the music event promotions and the utilisation of a diverse range of social influencers.

68.

Fig. 39 Fig. 40

Sponsored Instagram stories with a link to our Instagram & Online Website.

69.

Fig. 41

Sample Instagram Story & Post.

Influencer PR packages.

The hashtag #Reelitin will encourage usergenerated content with customers, also adopted by the influencers as a channel to grow brand awareness, interest and desire, and action. These posts will be used to develop the Instagram feed during the launch and post-launch, embodying a creative edge and inclusive ethos. Prior to launch, feed posts will be directed to gain interest through teasers of still image and video graphic posts with a mixture of brand and product reveals stocked by the brand. This tactic mirrors the drop model to develop hype around the brand and keep the consumer engaged.

In order to retain customers, the social media

Tactics.

strategy will also employ a sense of transparency to the benefits of renting as well as the business model processes.

Influencers will be sent PR packages & The Reel club 3-month subcription to create a series of Instagram posts and stories allowing for consistent and authentic brand endorsement.

Teaser Instagram post tactic will also be used for our competition revealing which “prizes” can be won with the aim of developing a hype around the brand, depicting the strategies of the drop-model. Entries will be taken for those who have shared, liked, and tagged other users in the comments, extending the reach of our campaign to tap into our target audience.

70.

Fig. 42

71.

Fig. 43

INFLUENCER PROFILES. @jonlaflare

@Kim_turnbull

58.1k followers

14.3k followers

@lucienclarke 185k followers

@xtaramartin

The influencer profiles have been selected for their connections within fashion, music and art, as well as their personal style alignment to the brand’s product offerings. A diverse range of influencers have been chosen to reflect the brand values. Many of these individuals also have YouTube channels which will enhance brand desire and interest within the consumer by sharing the brand product and service in more depth, through a short video-clip feature.

151k followers

@iwanacristal

@joefloww_

@buckbetty

@maddiedemaine

@curlyfrysfeed

39.4k followers

14k followers

31.2k followers

87.7k followers

232k followers

@flossie

@gullyguyleo

@badkidhq

@whoisjacov

358k followers

725k followers

22.1k followers

72.

97.3k followers

@sofiamcoelho 603k followers

73.

@taylorprincefraser 20.9k followers

Fig. 44

Giveaway posts .

1.

Fig. 45

2.

3.

Influencer channels will be used to promote the brand leading individuals to the giveaway post; reaching the strategic goal of creating brand awareness and engagement.

Sponsored Instagram stories with the swipe-up feature to enter the giveaway will also offer an additional reach. 84% of our target consumer demographic looks to social media, specifically Instagram as a source of style inspiration (Hypebeast & Strategy&, 2019).

74.

The events we have selected as prizes are those which are directed at both consumer-profiles. Warehouse project events include a range of music genres and artists specifically to RnB rap and House/techno events whilst Wireless festival in London hosts more famous Rap & popular music artists such as Future, Migos and Skepta.

These venues will offer locations convenient for the target consumers both the North and South of England, as these individuals are willing to travel to see their favourite artists.

75.

Giveaway details.

Shared content with #ReelItIn.

Instagram Feed.

Instagram feed Influencer content to be reposted alongside UGC from giveaway.

Paid media.

• Sponsored Instagram stories & posts to increase reach.

• Facebook sponsored posts to link to our Instagram.

• Fashion publication shares.

Measuring Success.

1. Instagram following.

2. Post shares, likes, comments.

3. Number of entries to competition.

4. Influencer insights to post shares, likes, comments.

5. Re-posted to digital fashion publications – 48.1% of 16-30 year old streetwear consumers look to digital PR as an information point and inspiration point (Hypebeast & Strategy&, 2019).

76.

Earned Media.

Expected Results.

• Shared content through giveaway incentive.

Significant increase in Instagram following is expected succeeding the influencer posts and the course of the giveaways. As a result, Interest and Action towards brand subscription purchases and customer retention will increase, improving revenue and profits.

Owned Media.

• Enhance Instagram feed with UGC and Influencer content.

77.

Fig. 46.

Project Timeline.

2021

Week 1

Week 2

Week 3

August

Use website content photoshoot for Instagram feed.

Contact music events & festivals for pre-release tickets.

Send first set of PR packages out & details of competition sign-ups.

Posts to Instagram to fill feed.

Instagram sponsored posts Contact all influencers for to promote page campaign & give brief to posting guidelines.

September

October

Create an Instagram highlight of inlfuencer content: photos, videos, Instagram Reels.

Begin contacting influencers.

Track influencer deliveries & KPI’s from their posts. social media following etc.

Week 4

Competition announced on First phase of influencers our own Instagram. to release posts & promote our giveaway.

Instagram sponsored posts to promote the giveaway.

Manage Giveaway entries through excel.

Activity.

Description.

Total.

Staff

Part-time social media assistant/intern. £100 p/w

(100 x 4) x 12

Paid Media

Paid media Instagram posts (cost per post).

£4800 per year

£5 per 1000 followers (Web fx, 2021) @solewomens 418k following £2090 @thedropdate 440k £2200

November

Reach out to 2nd set of influencers to promote the giveaway.

@culted 131k £655

1st set of competition winners to be announced through our personal Instagram stories.

Instagram sponsored story and post ads. - budget £500 Cost-per-click £0.56 (Webfx, 2021).

Facebook budget - £500

December

January 2022

New influencer posts more mature influencers to target older demographic.

Teasers to announce guestlist & Dj’s for event.

2nd competition announcement via The Reel Club’s Instagram.

Paid posts with @thesolesupplier @thesolewomens @thedropdate

Contact external promotional online publications for features @thesolesupplier @thesolewomens @thedropdate Activity event teasers through story posts and email marketing.

Cost-per-click £0.68 (Webfx, 2021).

Giveaway items.

2nd competition winners announced.

= £1000

Event tickets 5 X Warehouse Project (£26 per ticket)

£130

5 X Wireless Festival (£77.50 per ticket)

£387.50

5 X Lovebox Festival (£112 per ticket)

£560 =£1077.50

February 2022

Valentines day promotions Shoot new products & - date night outfit instagram content to create suggestions through app & hype around new releases. social channel.

Build instagram feed of user generated content from customers & influencers.

Influencer costs.

Micro-influencers (up to 50k following) average - £180 per post.

X6

March 2022

Final competition announced.

Teaser of new collabs and drops through social & app.

“coming soon” posts for upcoming event.

£1080

Mid-influencers (up to 150k following) average - £340 per post. x3

£1020

Macro-influencers (150k+ following). average £950 per post

April 2022.

Announce guestlist and DJ for the event.

Final competition winner announced.

Re-share all competition winners from the 7-month period to promote the upcoming event.

x6

£5700

(Influencer marketing hub, 2021

=£7800. £9877.50 per year.

& Costing.

78.

79.

We’re Turning

1

Overview.

The PR event will be hosted as a 1-year anniversary celebration since the brand launch. It aims to accentuate the brand identity in a collaboration with END store as the venue in Soho, London. A digital clothing exhibition will be shown on existing TV’s and screens around the store, so no physical items will be displayed. The event aims to further promote the brand in a lively and energetic spirit, embodying a cultural and progressive presence, addressing objectives 1 & 2.

As the consumer looks to celebrities, musicians and social media as a source of fashion inspiration, the guestlist will incorporate these figures in order to further spread brand awareness to the specific consumer.

Strategy.

Collaborating with the END’s flagship store in Soho, London will attract the target audience to the brand due to the store’s significance within the streetwear industry. The strategy adopted will use interactive elements and interior features to drive social media sharing. The reach of users attracted to the brand through the social media will be enhanced through the influencer guestlist. This will allow the event and branded content available to be shared and increase desire for the service to develop a strong brand image.

To deepen rental and streetwear market presence, the campaign seeks to attract the attention of online fashion publications, which will feature the brand in both online and social media platforms as these channels are significant in influencing the target audience’s fashion choices (Hypebeast & Strategy&, 2019). Brand value’s will be solidified within the existing and potential consumers which will be the focus of communication.

Objectives.

Fig. 47

END X THE REEL CLUB EVENT 80.

4.

The key event objective is to develop an inclusive and diverse voice with a range of progressive and optimistic individuals to be invited. This will include existing customers through the social media competition, influencers from the social campaign and a mix of local music artists, celebrities and PR industry individuals.

1. Develop a hype around the event and gain further social media presence to increase sales by 20% 2. Featured in digital media outlets to promote brand awareness and desire.

3. Increase customer loyalty by inviting our devoted community of users and brand ambassadors.

81.

VENUE.

INVITATION.

SAM, YOU'VE MADE THE GUESTLIST.

JOIN

US

FOR OUR 1 YEAR BIRTHDAY EVENT COLLABORATION WITH END.

IN

7PM TIL LATE 25TH SEPT.

DJ FOOD DRINKS. AND SOME EXTRA SURPRISES WHAT MORE COULD YOU NEED?

END. London.

59 Broadwick st.

Soho, W1F 9QS.

This store was chosen as the brand, and their stocked products align with The Reel Club’s product portfolio and brand identity. END has become a well-known destination for globally sourced menswear and being in the heart of London, it offers a convenient event location for the majority of our guestlist (End, 2021). It also offers an additional promotional channel due to high-foot traffic passing the event, with the aim of spreading brand awareness to the target audience.

RSVP TO EVENTINFO@THEREELCLUB.CO.UK

EXCLUSIVE

Fig. 60

ACCESS

Fig. 48

82.

83.

Floor Plan.

Fig. 49

84.

85.

Event Features.

Capacity: 150 Pop-up bar in store with bar snacks & complimentary drinks.

Dance floor.

Event photographer.

Counter by ineractive screen as a branding stand.

Arrows showing the circular flowing nature of event.

As the interior features are low, you will be able to see from one side of the room to the other.

Event itinerary Brochure for Guests.

Fig. 50

Every guest will be given an event itinerary brochure which highlights the main features of the event as a promotional keep-sake.

86.

87.

Visual Merchandising.

Fig. 51

Mood lighting.

Fig. 53

The event space will embody our visual brand with LED fixtures to create a “glow” for the event. This aims to influence “Instagramable” element to which guests can share the event through social media and increase brand awareness following with interest and desire.

Fig. 52

88.

89.

Inspiration board.

Fig. 54

90.

91.

Tactics.

A space for The Reel Club community of users to connect with each other as well as the brand, tapping into the trend for radical optimism whereby individual can interact freely with others, will encourage strong emotional ties to be made to the brand (Bell, 2021). A deeper brand resonance will be created through utilising AI (artificial intelligence) for individuals to be able to style and dress their own avatar and post it to a wall creating a digital wall of The Reel Club.

Entrance Branding board.

The branded board will have changing displays to exhibit fashion industry statistics and benefits of renting. It will visualise a progressive business model which inflicts optimism for a new way of fashion consumption, offering convenience and access to sought after products and brands. A sense of hopefulness will be embodied to tap into the young consumer trend of optimism through both nostalgic and futuristic technologies exhibiting the benefits of our brand’s process, products and services.

Target Audience.

The key target audience will primarily be the mature demographic, offering a refined and sophisticated brand interaction. This will also appeal to the younger demographic consumer as physical brand communication is valuable to their shopping behaviours. Although social media platforms, predominantly Instagram, are key information and communication sources to connect with this consumer, physical experience are also held in high-regards. This touch-point allows direct engagement with the consumer to be competitive in the market. 40% of the 150 event-space capacity will be existing customers to involve them in the brand community and reenforce a circular way of consumption.

92.

93.

Fig. 55

#StyledByYou. #StyledByYou.

Tactics.

Guests’ Styled Avatars Board.

Fig. 56

94.

95.

Fig. 57

Measuring Success.

Paid Media.

• Online Media publication – Complex UK (Specific UK audience for a more effective reach)

Earned Media.

• No. of guest social media shares & tags to the brand from the event • No. of features in online publications & their social channels – specifically reputable street/style & culture publications Hypebeast, Culted, HighSnobiety, Complex, PAUSE Mag.

Owned Media.

• No. of social media followers gained from the event.

• Produce User-generated content to our Instagram feed & assert a desirable “club”

Expected Results.

A rise in social media follows, website traffic and app downloads is projected following the promotional event due to both earned and paid media channels to further increase brand awareness and market presence. A 1520% increase in Instagram following will be projected. The number of subscription sign ups is also projected to increase by 20% due to the influencer/celebrity endorsement and increased brand reach.

96.

97.

Project Timeline.

2022

Week 1

February.

Begin contact with END to discuss an event collaboration.

March.

April.

Week 2

Week 3

Week 4

Draw up plans for event to pitch to END to use their site.

Create guestlist to the event & reach out to select DJ.

Secure event space & date.

Secure event DJ.

Contact catering companies in advance for quotes & price offerings.

Negotiate DJ price as well as sourcing sound features.

Activity.

Description.

Total.

Staff.

Temporary bar staff by external company - 8 event staff / £768 8 hours /£12p/h £180 Photographer = £948

contact pop-up bar companies for quotes.

Food & Drink.

Catering Canapes (£10 per guest) (Thewildoven, 2021). £1000 Drinks £2000 bar tab

May.

June.

July.

August.

Invitation sent out to guestlist.

Source AR designer to create

Create social media content to produce event teasers.

Begin designs for virtual board.

Source standing tables and Social media teasers to be bar stools for event to hire. posted of gueslists.

Lighting plans & sourcing.

Take store mesaurements to ensure capacity and inform pop-up bar measurmenets and Dj booth hire mesurements.

Temporary event licensing and alcohol licnesing for premise.

Source pop-up bar company and design branding for this.

£2000

(Humble cocktails, 2021).

Post event teasers - DJ

= £3800 Fixtures.

RSVP guestlist.

Lighting

£300

8 X bar table hire £10.97 per unit (Furniture hire, 2021).

£87.76

Pop-up bar. £150 set up fee.

£150

Printed brochure (Printed, 2021). £24.50

£24.50 = £562.26

Book photographer for the event.

Design features.

Design technician to implement designs into the store (£50 p/h).

Other.

Alcohol licensing £37 (Gov Uk, 2021).

Update event teasers to be Send email to guestlist to contact publications in runposted to social media. re-confirm their attendance. up to event to inform them of the collaboration.

(TEN) Temporary events notice £21 (Gov UK, 2021)

September.

Check-up on all external operations for the event.

£50

Test lighitng fixtures ready to set up before the event.

25th September. Event date.

Following social media posts for the event.

= £58

= £5418.26

October.

Review of KPI’s in terms of media chanels/external publications.

& Costing.

Reflect on KPI’s for event: social media following, shares, and website traffic/ google searches.

98.

99.

18-MONTH TIMELINE. 100.

101.

Pre-Launch Strategy 1: Development & Brand Awareness.

2021

June

App Development & Maintenance.

• Begin app design.

Website Development & Maintenance.

• Launch website landing page throughout development & offer Email sign-ups.

“The Club” Blog.

• Development of website blog.

City Campus Pop-up planning.

July

Pre-launch / Launch Strategy 2 : Awareness & Desire for products & service.

August

Paid Instagram ads.

• Test website navigation prior to launch.

• Official Website Launch.

Website Development & Maintenance.

• Website analytics monitoring.

• Sustainable brand sourcing - posts for sustainable streetwear fashion.

• Launch blog with up-to-date streetwear drops / general streetwear fashion news.

“The Club” Blog.

• Boost website traffic through SEO of blog.

• University contact to secure locations.

• Apply for licensing for temporary event stand at local councils.

City Campus Pop-up planning.

• Blog updates for new collections.

• Food health & safety to serve • Merchandise order for first 2 pop-up Frozen yoghurt. events.

• Designs & branding for stands to be • First pop-up event in London 14th created.

October.

“1-Year” Event Planning

• “coming soon” teaser social media posts to promote website, app and brand launch.

• Teaser stocked brand announcements through Instagram posts.

• Announce live website through Instagram story.

• Contact influencers for brand partnerships & social media features.

@The.ReelClub Instagram.

• Website revamp for festive period & Seasonal/event clothing & accessories.

• Blog updates during festive time to drive brand desire.

• 2nd pop-up location: Birmingham, 22nd October.

• Social media teasers for pop-up locations.

• Weekly Instagram posts - links to blog.

• Review social media following from Univeristy events.

• Social media teasers for upcoming city pop-ups & merch.

• Boost giveaway post with sponsored ads.

• Sponsored Competition post.

• Review reach and success of Competiiton post.

Email marketing.

• Email information sent to website sign-ups about brand launch.

• Offers for new sign-ups during app launch.

• Mailing listed to be contacted from Univeristy event about upcoming releases and encourage app downloads.

• Give influencers posting guidelines - content, captions and key information to be highlighted.

Influencer Marketing.

• First set of PR packages sent out (selection of items from their free subscription).

• First set of influencers to post on Instagram to drive traffic to social media competition.

• 2nd influencer channels to be contacted and sent posting guidelines.

• Complex, UK publication to promote website.

Press.

• Paid press release for upcoming brand & app launch.

• Press release post brand launch.

Search-Engine Optimisation.

• SEO of website.

• Website analytics measurement.

• review SEO and update key words used.

• Review

Giveaway Details.

102.

• Ongoing maintenance of personlisation of app features.

• Email marketing to landing page sign-ups about brand launch.

• Begin Search-engine optimisation to drive website traffic prior to launch.

• Transferred Instagram posts to facebook as sponsored ads.

November

• Begin concept & design for event

Paid Instagram ads.

• Sponsored posts to promote featured products & collabs of the brand which can be rented.

Giveaway Details.

Youtube & Facebook ads.

• App Launch alongisde official Reel Club launch.

• Location notifications for nearby city pop-ups.

• Measure website traffic following Instagram influencer posts & social media strategies.

• App testing & tweaking designs.

Press.

Search-Engine Optimisation.

October

App Development & Maintenance.

Email marketing.

Influencer Marketing.

September

• Implement personalisation AR features to the app.

• Purchase AR styling features (wardrobe, sizing, personalisation)

“1-Year” Event Planning

@The.ReelClub Instagram.

2021

• Youtube ad pop-ups linking to app downloads.

Youtube & Facebook ads.

• The Reel Club giveaway announced through social media.

• Youtube ad pop-ups to website.

• First set of winners announced through Instagram stories.

• Pay-per-click facebook ads to app to increase downloads.

• Faceboo event creation for campus pop-ups.

103.

• Suggested for you facebook ads to app.

Strategy 3: Drive brand Interest & Desire to generate sales.

2021/2022

Strategy 3: Drive brand Interest & Desire to generate sales.

December

January

February

App Development & Maintenance.

• Christmas Promotions through app - personalised/targeted product suggestions to the user.

• App ads to generate funding.

• Review app downloads at the end of the month.

Website Development & Maintenance.

• Live chatbox added to website to improve customer service.

Customer credentials & reviews added.

• Monitor and analyse webstie traffic.

• User-generated content added to app.

• App notifications to current customers by location to promote university pop-up.

• Add new images to website/User images/photoshoot images.

“The Club” Blog.

• Review of blog & update to new January collections.

• Review blog success as a channel to drive users to the website.

City Campus Pop-up planning.

“1-Year” Event Planning

@The.ReelClub Instagram.

• UGC from influencer reposted to brand Instagram. Add “style guide” to Instagram profile.

Paid Instagram ads.

• Sponsored targeted Instagram post ads.

Email marketing.

Influencer Marketing.

Search-Engine Optimisation.

Giveaway Details.

Youtube & Facebook ads.

• Competition/giveaway boosted through Facebook ad channel.

104.

• Product sourcing to be added to app.

• Buy-back feature to customers introduced.

Website Devel- • Measure number of website visitors • Calculate website retention rate and which have downloaded app. sign-ups to mailing list. opment & Maintenance.

• Add news about upcoming event/ party with END.

“The Club” Blog.

• Univeristy post-exam promotions for students.

“1-Year” Event Planning

• Guestlist Creation & book event DJ.

• Contact Catering companies & popup bars for in-store event.

• Invitations to guests sent with

• Build Instagram with UGC from hashtag #ReelItIn.

@The.ReelClub Instagram.

• Influencer repost to stories.

• New content creation for products.

• App posts & service posts.

• promotion of sustainable features.

• Access posts to exclsive brands/ products.

• Promoted #ReelItIn through paid ads, increase reach and product desire.

Paid Instagram ads.

• Location targeted Instagram ads to City campus pop-ups.

• targeted sponsored Instagram story ads.

• Location specific email marketing to promote City campus pop-up.

Email marketing.

• Mailing list reated from Manchester & Newcastle events & review of success - offer sign-up & referral discount.

• Ongoing Influencer posts / stories.

• PR packages to older demographic of influencers to reach secondary consumer.

Influencer Marketing.

• Final set of influencers to post after Competition has been announced through Instagram.

City Campus Pop-up planning.

SEO for new releases thruogh website & app.

• Summer press release for new styling looks to be accessed through our rental platform.

Search-Engine Optimisation.

Giveaway Details.

• Youtube Influencer videos.

RSVP’s.

• Email marketing to mailing list • Update emails sent for new product created from univeristy pop-us drops. promoting the social media giveaway.

• Links to blog emails for relevant news.

Press.

• 2nd competition announced through brand’s Instagram.

• location specified facebook ads and event creation for univesity pop-ups to raise awareness.

• Customer service through app.

• Monitor Personalisation features for suggested products.

• Review of overall pop-up success in gaining market presence and brand awareness.

• Teaser Instagram posts to announce DJ and guestlist.

• SEO generated during the “sale” retail period in January.

• App updates with Competition/ giveaway to existing customers.

• Maintenace of app features: styling/ dressing room.

App Development & Maintenance.

• Edinburgh pop-up: 4th March.

• Paid press features to social media accounts to drive social interactions to website.

• SEO in upcoming to christmas & new year.

May

• Blog updates with event news of END collaboration.

• Begin contact with END for collaboration & venue space.

• Influencer Instagram posts to promote 2nd competition.

April

• Blog entries to new exclusive drops & collab releases.

• Start of semester pop-ups (post exams) • Manchester pop-up: 16th Feb. • Newcastle pop-up: 28th Feb.

• Location announcements for Univeristy events through Insatgram stories.

March

• Blog entry to brand giveaway and collaborations with music events.

• Staff sourcing for University campus events. Review retained succes from first two events.

• Promote “january sale” - the stock which is unavailable to purchase but can be rented through The Reel Club.

• 10% discount for new sign-ups

Press.

• Blog entry to promote new influencers and endorse products/ service.

2021/2022

Youtube & Facebook ads.

• FInal competition announced.

• Final compeititon winners announced • Re-share all winners & event details • last music event: Wireless Festival. through Instagram. to Instagram which is included in the giveaway.

• Event ads to facebook.

• Event creation dates for Ediburgh location.

• targeted facebook app ads.

105.

Strategy 4: Review of Campaigns & Event Planning.

2022

Strategy 5: Retaining Customers & New Campaign Planning.

June

July

August

App Development & Maintenance.

• Manage customer service & reviews through app.

• Refer a friend to sign up with special discounts/exclusive access benefits.

• Measure app retention rate to improve services.

Website Development & Maintenance.

• Update music/playlists on website linking to spotify.

• Webstite product features added to encourage app downloads.

“The Club” Blog.

• Blog entry to promote AR stand at END event.

• Research upcoming trends/new drops for blog entries.

September

October

November

App Development & Maintenance.

• Research into new app features/ trends to be implemented.

• Measure app retention rate to improve services.

• Improve customer service thorugh app & boost the seamless userexperience.

• Influencer content uploaded to website.

Website Development & Maintenance.

• Website maintenance.

• Website monitoring following END event.

• Website monitoring & review of web design.

• Blog maintenance & review.

“The Club” Blog.

• Blog updates to promote END event.

• Update blog with event images to drive website traffic.

• Press release added to blog posts.

• Light fixtures & set up on same day.

• 25th September event date.

• Reflection of event success - Key KPI’s • Website visits & Social media following increase.

City Campus Pop-up planning.

“1-Year” Event Planning

@The.ReelClub Instagram.

2022

• Winter brand collection and collaboration research for “christmas” products to be added.

City Campus Pop-up planning.

• AR technician/designer to implement “create your avatar” to the event - mirroring the app features.

• Instagram feed posting to align with aesthetic & keep up to date.

Paid Instagram ads.

Email marketing.

• Email marketing with DJ spotify playlists to promote event.

Influencer Marketing.

• Contact influencers for attendance to the “1-Year” event.

• Temporary Event Licensing & Temporary Event Licensing for event to be secured.

• Lighting deisgns & sourcing for event space.

• Social media guestlist reveals.

• Influencer reposts.

• Instagram stories to visualise business model.

@The.ReelClub Instagram.

• sponsored Instagram ads to promote rental fashion & brands offered.

• boost story swipe ups to app downloads.

Paid Instagram ads.

Email marketing.

• Influencers to promote their attendance to the event through Instagram.

Press.

• Contact publications in run-up to event for pre-event features.

Search-Engine Optimisation.

Giveaway Details.

• Music Event dates • Social media coverage of giveaway winners

Youtube & Facebook ads.

• Facebook event creation for 1 year anniversary.

“1-Year” Event Planning

• Review of SEO strategies.

• Update & implement new SEO strategies.

• Music Event dates • Social media coverage of giveaway winners

• Music Event dates • Social media coverage of giveaway winners • Review Facebook/youtube analytics.

106.

Influencer Marketing.

• The Reel CLub social media assistant keeping posts regular during event - revealing event features and guest opinions of why they love the brand.

• Thank you emails to existing customers during 1-year launch period.

• Influencer Event attendee’s posting to social media.

Press.

Search-Engine Optimisation.

Giveaway

Youtube & Facebook ads.

• Social media content from event to be re-posted to Instagram feed.

• Review feed and branding.

• Seasonal Instagram posts of new releases aligning with Blog updates.

• Review of Instagram ad success.

• research into ad optimisation through social media.

• Email referral promotions.

• Targeted emails during festive period to promote app.

• Insights into the most effective influencer channels.

• Sourcing of added infuencers to grow our brand ambassador team.

• Press following 1-year launch event.

• Both paid media & eanred media.

• Measurement of earned media.

• SEO of event website updates.

• Measurement of overall giveaway sucess.

• Research into new giveaway options & upcoming events.

• Facebook ads to promote features in press release.

107.

• Review facebook/youtyube analytics.

• Update ads.

FUTURE STRATEGIES. Fig. 59

108.

Looking Ahead...

In future the brand aims to grow the product range, size options and AR features which allow for an exceptional customer sizing recommendation service.

Consumer involvement will be fundamental to brand growth, accelerating the “buy back” service once the brand has gained significant presence. This will expand the customer-base and retain existing brand members by tapping into the trend for “community commerce”; where the Gen-Z consumer value being connected and involved in the creation of brands’ decentralised channels (Hawkins & Scott, 2019). This will further be promoted in other social media channels such as TikTok as the brand grows; offering an additional touchpoint to retain and attract new customers.

Increasing business-to-business connections to have access to new drops and releases will be essential in developing a high-demand and desire for the brand.

Finally, as revenue increases, an adoption of print ads and billboards will allow the brand to secure a highstatus in the market, as the pre-launch, launch and post-launch strategies are focused on the transferral to online channels to engage with the digital-native consumer.

109.

The Reel Club aims to inspire and pioneer rental subscription, specifically for the streetwear consumer, as a more accessible and sustainable way of consumption.

In response to the key consumer trends and the evolving macro-environment, the branding values and business model seek to both embrace and encourage these shifts towards more socially and environmentally considered consumption. The 18-month IMC timeline predominantly aims to gain market presence and transfer interest into action, encouraging the target audience to integrate the rental process into their lifestyle.

Expected communications outcomes will strengthen the brand image within the rental market targeted towards the youthful, edgy and “hype” invested consumer.

Potential risks.

Although costs involved in launching the brand to market are initially high to gain significant brand awareness due to the niche offerings in product and service, the strategies obtained project a considerable return on investment for brand growth. The IMC targets the specific consumer seeking alternative ways of consumption, yet hold value towards quality, style and brand status and reputation. As a result, brand awareness, interest and desire will be converted into sales and therefore increase business revenue. Reinvested profit will ensure a high-quality service which evolves with the consumer’s needs. Potential business model risks will be minimised through offering transparency to overcome scepticism over product condition, cleaning services and sizing.

110.

111.

Fig. 61

References.

statistics

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Budget & Costing References.

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nike-adidas-olympics • END. 2021. End Website. [Online]. [Accessed 20th March 2021]. Available from: https://www.

• Humble Cocktails. 2021. Humble Cocktails. [Online]. [Accessed 14th April 2021]. Available from https://www.humblecocktails.com/cocktailbarhire

endclothing.com/gb/features/end-london-now-open • Francis, T. and Hoefel, F. 2018. ‘True Gen’: Generation Z and its Implications for Companies.

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• Infinity Inc. 2021. Infinity Inc Website. [Online]. [Accessed 22nd April 2021]. Available from https://www.infinityinconline.co.uk/keyring/metallic • Influencer Marketing Hub. 2021. Influencer Marketing Hub Website. [Online]. [Accessed 14th April 2021]. Available from:

• Freer, A. 2020. Gen-Z are Spending more time in Finance and Shopping apps during Q3 2020. [Online].

[Accessed 16th April 2021]. Available from: https://www.businessofapps.com/news/gen-z-are-spendingmore-time-in-finance-and-shopping-apps-during-q3-2020/ • Friend, H. 2021. Five Influencers driving an Everyteen Revolution.

[Online]. [Accessed 5th May

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https://influencermarketinghub.com/instagram-money-calculator/

• Marketerknows. 2021. Marketer Knows Website.

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article/26796/five-influencers-driving-an-everyteen-revolution • Gill, N. and Mendez, E. 2018. To Survive, streetwear must abandon Sexism. Hypebeast. [Online].

[Accessed 22nd February 2021]. Available from: https://hypebeast.com/2018/3/sexism-streetwearwomen-boys-club • Hall, L. 2021. Big Ideas 2023: Fashion. WGSN. [Online]. [Accessed 29th February 2-2021]. Available from: https://www.wgsn.com/fashion/article/89918 • Hawkins, A. & Scott, R. 2019. Community commerce. L:SN Global. [Online]. 26th April. [Accessed 20th February 2021]. Available from: https://www.lsnglobal.com/macro-trends/article/23965/communitycommerce-1 • Hawkins, A. and Stott, R. 2019. Community Commerce. LSN. [Online]. [Accessed 5th December 2020].

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https://www.pixartprinting.co.uk/displays/roller-banners/classic-mono/?aluqid=a02652cfe413b16a44b5d 2fa070ef34e&algoliaobjectid=7jAHZenw3qrUbod7pM2jTA • Pop-up Bar Hire. 2021. Pop-up Bar Hire website. [Online]. [Accessed 22nd April 2021]. Available from:

https://popupbarhire.co.uk/#page2

• Printed. 2021. Printed Website. [Online]. [Accessed 22nd April 2021]. Available from: https://www. printed.com/order-wizard/product-options/round-stickers • Semrush. 2021. Semrush Website. [Online]. [Accessed 22nd April 2021]. Available from: https://www. semrush.com/prices/ • Vevor. 2021. Vevor Website. [Online]. [Accessed 22nd April 2021]. Available from: https://vevor. co.uk/products/20l-h-frozen-hard-ice-cream-machine-lcd-display-commercial-alert-tone-220v?gclid=Cj0 KCQjwkZiFBhD9ARIsAGxFX8CPoLnlo9qupoejRAcfYsdREWA8aetJ1v0C1K5gmyYjPfSRCkxa8AcaAih4EALw_wcB • We Brand it. 2021. We Brand It website. [Online]. [Accessed 22nd April 2021]. Available from: https://www.webrandit.co.uk/catalog.php?search=sticker+ • Webfx. 2021. Webfx Website. [Online]. [Accessed 22nd April 2021]. Available from: https://www. webfx.com/How-much-should-web-site-cost.html • Webvisory. 2021. Webvisory Website. [Online]. [Accessed 22nd April 2021]. Available from:https:// webvisory.co.uk/?keyword=%2Bwebsite%20%2Bdesign&matchtype=b&gclid=CjwKCAjw1uiEBhBzEiwAO9B_HWw8scygL UJlC9pT1RAM_4jIbf4WoNt9neGMILIkoH-8D6KMETG-0hoCyzQQAvD_BwE

List of Figures.

• Figure 1. Houtman, C. 2020. Yeezy Boost. [Online]. [Accessed 20th April 2021]. Available from: https://unsplash.com/photos/0_aAhxoXOSo • Figure 1. Hurst, D. 2018. Balenciaga. [Online]. [Accessed 20th April 2021].

Available from: https://unsplash.com/photos/jGiYab_MQ5E • Figure 3. Own Image. 2021.

• Figure 4. Houtman, C. 2020. Milan, Italy. [Online]. [Accessed 20th April 2021]. Available from: https://unsplash.com/photos/YWl0UFwf2g8 • Figure 5. Pongrtz, M. 2018. Louis Vuitton, Paris. [Online]. [Accessed 20th April 2021]. Available from: https://unsplash.com/photos/SsBI9pweAeA • Figure 6. Fickl, A. 2019. Milano. [Online]. [Accessed 20th April 2021].

Available from: https://unsplash.com/photos/k-7JT9obpJw • Figure 7. Lizakov, A. 2018. Edited Image. [Online]. [Accessed 20th April 2021]. Available from: https://unsplash.com/photos/Yy4sN6QzboU • Figure 8. Onojeghuo, C. 2017. Oxford Street. [Online]. [Accessed 20th April 2021]. Available from: https://unsplash.com/photos/HpEDSZukJqk • Figure 9. Own Image. 2021. Subscription plan.

• Figure 10. Own Image. 2021. Brand Mood-board.

• Figure 11. Own Image 2021. Product board.

• Figure 12. Own Image. 2021. Packaging.

• Figure 13. Deluvio, C. 2017. Supreme, Japan. [Online]. [Accessed 20th April 2021]. Available from: https://unsplash.com/photos/2NLft6xRyD4 • Figure 14. Own Image. 2021. Customer mood-board.

• Figure 15. Von, M. 2020. Los Angeles, California. [Online]. [Accessed 20th April 2021]. Available from: https://unsplash.com/photos/2UTk-Nip5aM • Figure 16. Staar, R. 2019. Customer profile. [Online]. [Accessed 20th April 2021]. Available from: https://unsplash.com/photos/fd63yv68oto • Figure 17. Harro, B. 2020. Stussy x bicycle cards. [Online]. [Accessed 20th April 2021]. Available from: https://unsplash.com/photos/0CkKk5ttn3I • Figure 18. Own Image. 2021. Website.

• Figure 19. Kummer, D. 2016. Paris. [Online]. [Accessed 20th April 2021].

Available from:

https://unsplash.com/photos/52gEprMkp7M

• Figure 20. Own Image. 2021. Instagram competition.

• Figure 21. Own Image, 2021. Instagram story.

• Figure 22. Bewick, K. 2019. London. [Online]. [Accessed 20th April 2021].

Available from: https://unsplash.com/photos/xhazxyQ2kBE • Figure 23. Winegeart, K. 2020. Austin, Tx. [Online]. [Accessed 20th April 2021]. Available from: https://unsplash.com/photos/d5mzPmBV6nc • Figure 24. Own Image. 2021. Web-design.

• Figure 25. Own Image. 2021. Website Landing Page.

• Figure 26. Own Image. 2021. Services.

• Figure 27. Own Image. 2021. Press Website.

• Figure 28. Own Image. 2021. Blog news.

• Figure 29. Own Image. 2021. Website.

• Figure 30. Own Image. 2021. Website sign-ups.

• Figure 31. Own Image. 2021. App Mock-up designs.

• Figure 32. Iwata, R. 2018. Japan. [Online]. [Accessed 20th April 2021].

Available from: https://unsplash.com/photos/vWfKaO0k9pc • Figure 33. Own Image. 2021. Pop-up design.

• Figure 34. Own Image. 2021. Branded content.

• Figure 35. Own Image. 2021. Poster design mock-ups.

• Figure 36. Own Image. 2021. Email mock-up.

• Figure 37. Own Image 2021. Email mock-up.

• Figure 38. Own Image. 2021. IPhone.

• Figure 39. Own Image. 2021. Instagram screenshot.

• Figure 40. Own Image. Instagram story mock-up.

• Figure 41. Own Image. 2021. Instagram story Mock-ups.

• Figure 42. Own Image. 2021. Influencer mock-ups.

• Figure 43. Own Image. 2021. Business card mock-ups.

• Figure 44. Instagram. 2021. Instagram Profiles: Available from each account.

• Figure 45. Own Image. 2021. Instagram mock-ups.

• Figure 46. Own Image. 2021. Instagram Mock-ups.

• Figure 47. Libedinsky, E. 2021. 2018. Balloons. [Online]. [Accessed 20th April 2021]. Available from: https://unsplash.com/photos/kmuAJgPmobw • Figure 48. Own Image. 2021. Event Invitation.

• Figure 49. Own Image. 2021. Floor plan.

• Figure 50. Own Image. 2021. Event Itinerary.

• Figure 51. Barletta, G. 2016. DJ booth. [Online]. [accessed 5th May 2021].

Available from: https://unsplash.com/photos/OuLVg5ZKphI • Figure 52. End. 2018. End Soho Flagship. [Online]. [accessed 5th May 2021].

Available from: https://twitter.com/endclothing/status/1049240974977691648 • Figure 53. End. 2018. End Soho Flagship. [Online]. [accessed 5th May 2021].

Available from: https://twitter.com/endclothing/status/1049240974977691648 • Figure 54. Own Image. 2021. Inspiration board.

• Figure 55. Own Image. 2021. Entrance Branding board.

• Figure 56. Own Image. 2021. Create your avatar board.

• Figure 57. Own Image. 2021. Avatar screen.

• Figure 58. Julien, R. 2018. Amsterdam. [Online]. [accessed 5th May 2021].

Available from: https://unsplash.com/photos/OsdCvyOZGvE • Figure 59. Pierre, R. 2017. Lights. [Online]. [accessed 5th May 2021].

Available from: https://unsplash.com/photos/dPgPoiUIiXk • Figure 60. End. 2018. End Soho Flagship. [Online]. [accessed 5th May 2021].

Available from: https://twitter.com/endclothing/status/1049240974977691648 • Figure 61. Bianchi, A. 2018. Light bulb. [Online]. [accessed 5th May 2021].

Available from: https://unsplash.com/photos/_kdTyfnUFAc

APPENDICES. APPENDIX A: Brand Vision Framework.

The product range and brand architecture reference my last portfolio. This visualises the product offerings of the brand in more depth to accompany the Realisation report.

The brands have been characterised into subscription plans in which they would be offered however, this ultimately depends on the value and demand of the stock. This is because brands which are in the essential/premium range can produce products, through brand collaborations and limited releases, which can upscale massively in resale price and become part of the exclusive collection.

Appendix C: Competitive Review.

This model was useful in developing the brand’s rallying cry through the reflection of what the brand stands for and how these values could be communicated through the marketing strategies.

ESSENTIAL

PREMIUM

E EXCLUSIVE

Appendix B: Brand Architecture in Relation to Subscription Plan.

An analysis of the competitive market enabled the niche of service to be offered, differentiating through both product and service offerings. This review was helpful in determining how the competitors from both streetwear and rental markets operated and branded themselves, enabling the inspiration of my branding strategy.

Rental competitors were important to research and analyse as it allowed me to evaluate how they work and communicate their business model and services to the consumer. I noticed they took a very informative strategy as with rental being a less common concept, specifically for more casual styled clothes, that information and customer credentials were valuable to the consumer.

I aimed to merge branding which embodied both streetwear and rental to be recognised as a rental company but also for the prodcts which had a “hype” created around them.

116.

117.

Appendix D: Market Research & Key Macro-Trends.

When developing the research project into the realisation project, it was essential to revisit market trends and consumer shifts as these are ever evolving and updating. Both existing and new trends influenced the development of this project.

Eco-venience Retail. (Bishop & Scott, 2021)

Community Commerce. (Hawkins & Scott, 2019).

• Following the accelerated E-commerce adopted and highDemand for “hyper-convenience” expectations for convenience and service, highlight eco-concious • Lines between Entertainement, socialising and -commerce are consumption within the target cosumer blurring with the Gen-Z consumer • Driven by a need to retain this convenience without negative • Driven by abundance of goods and choice and therefore the environmental impact - key rationale for streetwear rental. consumer seeks new ways of accessing their products and • communicating with brands and people.

• Foresight trends - low-impact e-commerce and tech-first mentality, • Consumers engaging with “less traditional” models of adoption of AI and “automated retailtainement” consumption and demand a transparent communication with brands.

• This gave basis to the adoption of a rental model which involved End of ownership (WGSN, 2020) a community of users allowing communication with the brand & eachother through the buy-back service.

• Heightened by the pandemic and the need for consumers to

access products/services in alternative ways • Driven by the demand for variety, sustainability and affrodability. Inclusive Exclusivity (Gottl, 2020).

• Embracing financial wellbeing whilst valuing product quality and • Traditional luxury, status and exclusivity have been transformed longevity • Highlights the opportunity for adoption of circular rental business • Consumers want to feel more like members and a community over being a “customer” to the brand. model.

• Inclusive exlcusivity through digital and physical spaces allows the consumers “in the know” to access and be part of their Truth & Transparency (WGSN, 2020) favourtie brands - applying mostly to streetwear/designer brands.

• consumer demand phygitial touchpoints - key rationale for the • Pandemic heightened the quest for truth IMC stratgies.

• consumers want true transparency of business practices as well as demanding diversity and inclusivity.

• the target consumer researched a brands ethos and business practice before making the decision to purchase.

Appendix E: Key Consumer Shifts.

• Consumers shifting their focus to the “value” and “longevity” of products.

• Consumers retaliating from the build-up of “bargain-shopping” culture and fast-fashion with a rise in anti-consumeism practices • Renting enables this retaliation of low-quality high-turnover goods.

Regenzines. (Amjad & Josephs, 2021)

WGSN future consumer report (2021)

• “community focused citizens who are reframing their relationship • with consumption to be sustainable, regenerative and ethical”.

• Negative culture surrounding buying products that are • unsustainable and careless consumption • Millennial/eco-consious consumers - secondary target market of the brand • • Invest in digital first enterprises.

• Next-generation resellers - may be opportunity for them to become part of rental as well - sell clothing to the rental business • Creator econcomy - influences the involvement of consumers with the brand encouraging them to create content through instagram • competition.

Gen-Z Recommerce Consumer (Walker & scott, 2018) • Circular economy and Resell market on the rise within this demographic • Tap into the hype market to grow the community of users and gain traction with Gen-z and millenial cohorts • Circular luxury opportunity for growth and create brand presence • Gen-z are “savvy” with their shopping behaviours.

“Push-for-progress” - demand for inclusivity and progressive business values and process. look to more sustainable futures and drive demand for proactive businesses.

“Embracing frugality” consumers demand longevity and ciruclar products are gaining increased importance in the post-pandemic world “Tech-ceptance” - mainstream digitsed design. Interactive elements are key features to drive business communications. boosts the demand for personalisation and access to retail channels.

“Intentional community” - social and value-led networks are important to consumers. Want to feel part of a community/club which is where the community value comes from for the brand mirroring the club/clique feel of streetwear brands.

Appendix F: Group Meeting Reflection.

Wins: • Meeting with a new group was helpful in discussing our projects with eachother & revisiting our existing ideas/concepts and how they could be challenged • It was helpful to discuss the work with other course members during this time when physical teaching was no longer accesible • Ideas for concept development as well as marketing strategies were disucssed most weeks with the groups which personally helped me gain confidence in discussing my own ideas and asking for external opinions.

• A team group memeber posted questions in Yammer after the meetings to get tutor feedback throughout the course of the project Challenges: • As members became busy with dissertation deadlines and other module commitments we found it harder to stick to scheduled time meetings.

• I think on some weeks where I had not developed my concept further due to other module commitments I found that I was repeating myself to the group and therefore may not have been an effective use of time • In group discussions it was more challenging to question a persons idea and come up with different alternatives.

Evaluation & Feelings.

Overall I think the group meetings were useful to discuss and share ideas for marketing strategies to inspire eachother. It gave me confidence when presenting my work as well as progressing with my marketing campaign ideas.

Appendix G: Logo development.

REEL CLUB

Slogan Development.

RENT IT

REEL IT

The development of the slogans came from both the business model and the brand’s tone of voice to be youthful and using the same slang as the streetwear consumer. To “cop” something means that you’ve received it or “got it” usually in terms of something a bit more exlcuisve in the streetwear market. I wanted to embody this to enable the brands voice to communicate with the consumer on a more perosnable level, and it just happened that it became catchy with “swap it” put after it, referencing the rental cycle: a constantly update style.

The image of the people walking was layered using various photoshop filters in black & white effects and negative effects. The collage of people references the “community” or “club” of users to the platform.

Logo Development.

For the logo development I reflected on my previous research report as I had already come up with the name and created a logo. I knew I wanted to improve the logo (seen in the first 3 images) and make it more professional. I did some competitor research and found they had very basic logo’s which I thought looked effective. I thought a simple logo would be best for branding as it make the text clear and could go with multiple designs and mock-ups.

The logo’s were designed alongside the branding visuals and colour research to test the colours on various logo designs. The logo and text designs were created to fit on predominantely a dark background but could be interchangeable with colour. The circular design represented the ciruclar business model with the rental service and with experimentation with colour combinations and text.

Choosing Logos.

Although the final logo selection were quite simplistic, they were chosen due to their alignment with the brand and the aesthetic when using the logos for various branding materials. A “light” and “dark” version of the logos were chosen to be able to comply with different coloured backgrounds and images and to stand out in each of them. When reflecting on my previous portfolio I stated that I would have created a brand mood board and visuals prior to creating the logo which I did this time and I thin it helped develop my logo to a more professional standard.

REEL REE L CLUB Final Designs.

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REEL REE L CLUB

Appendix H: BRANDING INSPIRATION BOARD.

The branding inspiration came from research into emerging trends and the digital space emultating a neon light aesthetic. This moodboard was created using varuous materials, edited to fit the neon aesthetic. It was developed to the one found in the body of the portfolio.

Through pinterest I developed an Inspiration board utilising press/ magazine and graphic deisgn images to inspire the branding visuals and layout designs. These were kept as a reference for text and image positioning.

Mock-up packaging.

The branding lectures & seminar were useful to ask questions of key trends and strategies of branding techniques, highlighting the importance of strong brand values to create visually compelling concepts.

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Appendix I: Initial Marketing Strategy Ideas.

Appendix J: Poster Design Development.

Initial ideas for the mini-projects were mind-mapped to look at both physical and digital touchpoints following the consumer trends and wants for “phyigital” channels. Brand development and gaining market presence were key objectives for the mini-projects alongside creating sales through sign-ups and referrals. I revisited my last portfolio as a starting point for ideas, changing and introducing new features to suggesed promotional channels. Initially I wanted to incorporate some elements of AI into the mini-projects through gaming apps and developments however, with I knew that my design skill-set might hinder the communiation. This was also to come last in the mini-projects as the website/app development and developing the brand’s Social media presence were primary channels to reach the target consumer and gain market presence in line with the communication objectives.

IMC Development & Notes.

Overview.

In week 6 Rebecca Stevenson from WGSN gave a lecture on developing an IMC strategy and highlighted key market trends and insights which I found really helpful when developing my project timeline. This was followed with a seminar whereby our group and others could ask a prepared questions on how to develop an effective IMC. Evaluation & Feelings.

I fing Rebecca’s lecture to be really engaging and insightful as it’s intersting to hear market trends and key information from someone who wokrs in that industry. I think her lecture really inspired my mini-campaigns through integrating similar touchpoints and emotional ties into the brand and project.

Development.

In the lecture Rebecca highlighted key trends which resonated with me and my project development. Influencers were highlgihted as “emerging authoratative figures” as well as gaming touchpoints and embracing optimisim as a driver to gain market presence through the IMC strategy. Following the lecture, as suggested, I read up on the White paper for the value shift by WGSN which I had referenced in my previous portfolio but wanted to revist to freshen the trends in my mind. I also read and made notes on the future consumer 2023 by WGSN which helped in developing key value touchpoints for the consumer.

The justification for the mini-projects came from tutor feedback, group and peer discussion and influencing market and consumer trends which could allow the brand to reach SMART marketing objectives. It was also imperative to use a mixture of digital and physical touchpoiunts following consumer research and values for phsycial brand interactions, particularly within the streetwear industry.

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The poster development took inspiration from the original branding as well as referring back to my pinterest boards for graphic design layouts and ideas. I created a two-tone background for some of the designs however thought one solid colour was more impactful and eye-catching.

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Appendix K :WEB-DESIGN LAYOUT.

Development: The website was created using Wix website editor and creator. Once the branding logos and products had been developed they were uploaded to the site and then arrange in various layouts, styles, designs, colours and fonts to see which worked best with the brand.

I experimented the website colours and font sizes to create impactful lettering and brand slogans. Through experimenting with various bright colours to embody a youthful brand image I found that this looked less professional and was harder to read text. I found that the use of bright colour as the main body of the website drew away from key brand information and slogans which would be most important to a landing page whereby key information should be displayed, and decided to stick with the main muted brand core colour palette.

Competitor websites were also used as inspiration looking at rental sites, streetwear brand sites such as Supreme and Palace as well as press/blog websites.

Reflection: I believe the creation of the website was essential to the branding process as the website had to embdoy the key ifnormation and branding visuals. On reflection of this task I think I was able to create a simplistic yet effective branded site which had relevant brand information. However, I would have liked to develop this further with mock-ups of customer product images using my own photographs to create a uniformed aesthetic.

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Appendix L: Visual Merchandising.

Appendix M: Presentation Reflection & Development.

Reflection: Following the Week 4 Visual Merchandising I created the moodboard to the left as a source of inspiration to how physical VM could be utilised.

Images were sourced through competitiors and aimed to merge both a light and dark digital world reflecting the digital space the brand operates through. At this stage I knew i wanted to have a physical touchpoint as a mini-project and therefore used generic store layout designs to be referenced as an inspiration point. When creatig this mood board I also kept in mind that I wanted to embody the “digital” aspects of the brand and visualised digital screens as eye-level product visual merchandising elements.

As the visual merchandising elements were to be utilised within END’s existing London store, I developed the second inspiration board which would be used to transform the exitsing space but keep the elements of the original store the the event space. This stayed true to the brand inspiration images which embodied digital fixtures, lighting and geometric shapes.

I think to develop my visual merchandising strategy I could have attempted using CAD in a more advanced way to merge this with photoshop skills to create the actual space to display my Visual Merchandising vision.

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Presentation Feedback.

Reflection:

During the week of the presentations I believed I prepped well, recited my lines and practiced presenting to friends to gain confidence speaking and ensuring key information about branding and communication strategies were stated. The feedback from the presentations enabled me to develop my IMC strategies further and develop the media channels within them. Originally I had a website and an app as separate mini projects and due to tutor feedback and personal reflection & analysis, I decided that they should become one mini-project.

This was because many elements within the app and the website were transferable and could be made into one mini-project. Although the elements were transferable I then developed upon this and differentiated the website and app strategy: 1. the website to be a landing page and attraction to the app downloads and 2. the app to be a space for existing customers, create desire for the brand and retain loyal customers through an excellent service. For the presentations I believe that if I had developed my other strategies in more depth, such as incorporating specific media channels and a strong creative approach, I could have benefitted from the feedback more to enhance the development process. However, I think my presentation was overall successful due to creating strong brand visuals which differentiated the brand and embodied the street urban culture of which I wished to represent.

Although I believe to be enthusiatic about my project and concept, my feedback stated my presenting skills did not communicate my eagerness towards my project, which is something I wish to improve upon in future. Reflecting on my original ideas and developments within the presentation, I believe my marketing communications strategies have improved through stronger brand visuals and further indepth implementation of the strategy.

Overall I found the presentation feedback to be really useful as it forced my to question my chosen strategies.

Appendix N: Layout Inspiration.

To have a more uniformed layout I created some page layout designs using the pinterest mood-board and my own ideas. I tried to incorporate the use of blank space into the project to create effective layouts.

On reflection, although I created some staple designs I did not stick to them throughout the portfolio which could have been utilised more throughout. However, when I got into the creation of the layout I decided to do what looked best with the materials and text that needed to be on the spread.

As I find that I like to take my time with the layout I began creating the porftolio alongside the creative materials & report so that they would align together aesthetically with the brand visuals.

I created a pinterest moodboard for portolio & report based layouts as inspiration. Negative text was something I thought aligned with the brand image and identity, emobyding a “fluorescent” and a digital “glitch” aesthetic.

Watching recorded lecture materials & workshops with Jon Baugh for Indeisgn and photoshop were helpful to utilise tools on these softwares that I had previously not been familiar with to push the design of my portfolio.

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Appendix O: Pop-up stall development.

Hand-drawn mock-ups.

Inspiration Image.

Digital Mockups with & without shadow.

To create the university stand mock-up I began with sketches to see where I would want the elements to stand. I did a digital line drawing through Powerpoint and used photoshop to add shadow and edit in colour & branding elements. I put the image on two different backgrounds and preferred in on the dark as it ties in with the brand more.

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Appendix P: Colour Trends.

Appendix Q: General Project Reflection.

Research into colour trends and the longevity of these colours was undertaken during the branding process. WGSN provided global colour insights specifically into “digital lavendar” which they named “colour of the year”. Originally the branding package colours consisted of dark grey/black, with highlight colours of blue, neon green, yellow and pink. As this report was released mid April, I changed the pink tone to the purple hue. I thought this would embody a more gender neutral sense to the brand without branding feminine styles or aspects as simply “pink”.

The report included insightful trends which the digital lavendar colour would emerge from, including evoking sability and a calming presence. This accompanies the macro-trend of anxiety rebellion.

It also represents the digital escapism and provides a sense of optimism which resonated with the brand’s values.

Wins: Throughout this project I believe I was able to produce a compelling brand identity and visuals which were communicated through the various mini-projects in order to launch the brand to market. I think I developed my visuals and mock-ups well compared to my last portoflio as this is something I struggled with and stated I wished to improve upon in this project. I made sure to take some time out of each week to complete visual communication elements such as Visual merchandising mood-board and brand mood-boards to ensure I could execute this strongly. I also made sure to watch the recorded materials for photoshop and illustrator to develop my skills on these softwares and utilise new tools and creative elements.

I believe my concept development and oral presentation skills were improved upon since last semester. Working in a group and a real-life marketing communication project in my Collaborative marketing and promotion module helped with these skills, as we were in regular communication with the client, developed new ideas and presented more regularly for me to gain confidence.

In my previous project I found the budgeting and costing quite challenging and time-consuming however, having done this it enabled me to be more confident with costing calculations in this project as I budgets and sales projections had been costed in my research portfolio.

Challenges: Within this project I found it challenging, over my dissertation period, to manage my time however I overcame this once my dissertation was submitted to fully develop this project. I usually feel quite overwhelmed at the beginning of a project with the amount of information given to us as well as having many ideas and not knowing which to develop. I think the tutor and group meetings following the presentation really enabled me to progress with my communications ideas and branding concepts as I had a better understanding of creating a rationale.

Evaluation & Feelings.

I enjoyed the research and development of the mini-projects and found it exciting to be creating my own brand concept, identity and communication package. Overall I feel very proud of the work I have completed with a great sense of accomplishment for finishing my final university project. I also feel honoured to have parts of my project portfolio featured in Graduate fashion week. I know I will take the skills I have developed throughout the course of my final major project in future jobs and roles.

The global colour forecast S/S 2023 by WGSN was also used as a reference to select brand colours. The brand accent colours were chosen with longevity in mind, researching the evolution of the colour which would remain relevant to the brand. They were also chosen to be eye-catching in the digital space as well as against the dark backdop of the brand’s core colour.

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