INTEGRATED MARKETING AND COMMUNICATION PLAN
Written designed, research and photography by Scarlett Rachamim This product is part of the final assignment for the course: International fashion and branding at the Amsterdam Fashion institute 2012
EXECUTIVE SUMMARY MEXX is a global lifestyle brand in casual and formal wear, positioned in a highly competitive market. During the past 3 years MEXX saw its sales decreased world wide, because of an indistinctive communication positioning in the market, which is more focused on the product than the USP of the brand. This results into a lack of differentiation, and makes it hard for customers to convey and identify with the lifestyle behind the brand. Today more than any other time, consumers seek relationships with brands that embrace the human element. Consumers are currently indifferent to MEXX. Overall, the brand is not seen as one of the “go to” brands. In order to re-increase sales, MEXX needs to define a new communication strategy, therefore the central question “How can MEXX reposition itself to occupy a more distinctive position in the fashion market?” will be answered in this marketing and communication plan. The main aim of this plan is to reposition the visual identity, to create a more intimate relationship by focusing on the USP and the values of the brand, to gain brand awareness and brand preference amongst existing and new customers, and to raise the interest of potential franchisers and retailers. This plan consist on the brand identity analysis, and analysis of opportunities via external market research and a SWOT analysis. Marketing and communication objectives are defined, and it contains a strategy, which will focus on approaching key publics with the evolved identity in active and proactive ways, both on and offline to make the reach as wide as possible. It also involves them in a brand experience, to get the values of the brand across. It is explained in terms of choice of media, creative ideas, and budget allocated for all the media selected, finally tools for evaluating the success of the campaign are described.
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INTRODUCTION During my internship at the MEXX marketing department, I was facing many difficulties understanding the core of the brand, defining what they stand for and who their communicating to. Sales decreased worldwide, shops had to close and in their current communication the philosophy behind the brand is not definable. Huge budgets went into the use of celebrities without even knowing if this would attract the customer, and while its proven ads with celebrities in general prove 3% less affective than ads without them.1 The current communication of the brand is focusing more on the product while the narrative people connect with often makes the purchase more personal, and also says something about the consumer. Narrativity is what creates intimacy between the brand and its customers and creates credibility and trust. It also helps people to define whether brands do or don’t belong to their personality. After an in depth research to the history of the company, their success in the past and their previous campaigns which portray an energetic, carefree and fun lifestyle, I became passionate about the problem of their current communication, it was visible there was a huge step from their old campaigns to where they are today. Because of the emotional connection that is missing, it became a challenge for me to find the problem within their current communication, and a solution for the brand to win back the trust of the customer.
MEXX campaign 1986
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TABLE OF CONTENTS
Executive Summary
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Introduction 5
ANALYSIS AND REPOSITIONING
COMMUNICATION PLAN
Internal brand analysis
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Main objectives 40
Fashion market
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Key publlic 42
Positioning 14
Message 45
Problem statement 16
Strategy 46
Relevant developments
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Media 48
SWOT 19
Timeframe 61
Positioning and brand USP
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Budget 62
Evolved strategy
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Evaluation 63
Photography 28
Bibliography 66
Logo
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Typography 38
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INTERNAL ANALYSIS MEXX BRAND CONCEPT MEXX is a mainstream lifestyle brand that characterizes casual style for a personal, confident, and carefree look. The brand offers clothing for men, women, boys, girls and baby’s.The brand started locally in 1986 and now 25 years later operates in 66 countries over 4 continents, has 1100 own stores and 10.000 selling points. MEXX is specialized in clothing for every occasion that corresponds to the contemporary tastes and styles. MEXX wants to offer a complete look and also extended with perfume, bed & bath, glasses, shoes and accessories. The brand designs clothing more casual so people can wear one outfit for all occasions. Next to their casual and city line, MEXX offers a hybrid of the two called the “smart” line which gained popularity amongst men who enjoy the freedom of going directly from work, to after-work drinks without having to change. The smart wear incorporates a laid-back yet sophisticated look.
Heike Makatsch ( Love Actually ) for MEXX
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Strategy model MEXX The model above shows the current strategy for the brand after a repositioning of the communication and mission in 2009. 2
LOGO MEXX communicates with a purple logo, which is a mixture of the colour green and red of Emanuelle and Moustache (Moustache was a brand for men, and Emanuelle for Women. In 1986 the two brands were joined, Moustache (M) and Emanuelle (E) were united together with two kisses to form: M(oustache) + E(manuelle) + XX = MEXX The logo is used in 3 ways, free standing, in a box and as a flag label. The flag label is used for commercial use as indications in store, campaigns, licensees such as glasses and bed&bath. The free standing and logo in box are often used for hang tags, labels and for business equipment. The flag label is most often used on a white background, and only within Europe. The color purple is a very distinctive color and is often associated with mystery, luxury, spirituality, authority and femininity, and is often found in many education related and luxury product logos. Purple is rarely used in logos because its rare in nature. MEXX is a brand which distributes in many countries to a wide target group, but purple is a color which is not approachable for everyone, and which works very difficult in design as well, when the logo is not used on a white background it demands a lot of attention, furthermore it is rarely used for men.
MEXX flag label
The free-standing MEXX logo
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The MEXX logo in a box
TARGET GROUP MEXX appeals to a broad taste group of both men and a majority of women between the age of 25 to 45, with a mental age of 30. They have a middle to higher income, an education above average. They are independent and individual, young at heart and mind, big city bound and they are interested in keeping up with their appearance but they are no trend followers. They are confident and stay true to themselves, but are looking for a little extra to express their personal style. COMMUNICATION The communication of MEXX is photographed on a clean white background, and focuses on the products rather than the lifestyle of the brand. With the new campaign motto all pieces should emphasize the individuality in style of each person. The two XX’s stand for the extra layer you add to your personality with MEXX clothing, and replace the symbol of a kiss which was used in previous campaigns, but this is sometimes unclear because of the brand name that is the same. MEXX is trying to emphasize on strong characteristics and unique personalities with an individual style, as for instance Carice van Houten (Actress) who is used for the Netherlands or Heike Makatsch. By the focus on personalities and celebrities instead of an attitude or lifestyle, it sometimes becomes difficult to trigger a broad group of customers, the current communication is only focusing on the individual and seems to appeal to a younger customer than who they target, or who actually buys the brand. For the look book of the brand a similar communication is used and it becomes hard to differentiate the main campaigns from the look book. There is often repetition in the use of the brand name in the main campaigns. The Me+XX comes back in the flag label and also in the link of the website.
Carice van Houten + Chiffon Blouse
mexx.com
This page Carice van Houten & Right page Will Chalker for Mexx Winter 11/12
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FASHION MARKET MEXX operates on the middle market of brands that offer trendy apparel for everyday. Some of the important other participants in the market are Esprit, ZARA, H&M, UNIQLO, WE, Tommy Hilfiger, Comma, Marc O’polo, Banana Republic, S.Oliver. The brand is positioned in a highly competitive market, which is completely transparent, this is why its very important for MEXX to have a distinctive brand image, to make them stand out from its competitors.
Banana Rep: Offering fashion that makes it easy for you to express your personal style.
WE: Inspire people to express their own style
S.Oliver: Real fashion for real people.
Esprit: Be informed, Be involved, make a difference. Esprit’s mission is to design youthful clothing that is suited for both work and play without losing sight of what is going on in the world
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UNIQLO: Designs simple and essential yet universal clothes. Consumer before the brand, we are selling jeans not an identity.
Marc O’polo : Offering uncomplicated fashion to young people which fit their lifestyle and emphasize their personalities.
Tommy Hilfiger: Offering the American lifestyle.
ZARA: Zara excels at identifying trends and turning them into must-have ready to wear items, not in the least because of their distinctively short lead time, which puts them at the forefront of the high street fashion. Therefore they are able to provide their customers with almost anything in under a month, making each visit and entirely new experience.
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H&M: H&M’s mission is to offer fashion and quality at the best price
CURRENT POSITIONING Mexx is currently positioned in the casual market as a brand that walks the line between casual and formal city wear. The brand is positioned exactly in the middle of the market, which translates for them into a more product focused communication and a lack of differentiation in their visual identity in comparison to the other competitors in the market. Clear values can not be conveyed from their communication, and the lifestyle behind the brand is unclear.
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PROBLEM STATEMENT Today more than any other time, consumers seek relationships with brands that embrace the human element. Every consumer contact with the brand must be meaningful, emotional and distinctive. It must enrich the experience of being alive. Too often, great brands lose sight of the consumer experience in the race for growth; sustainable growth comes from the consumer experience.
MEXX campaign ME+XX .
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Consumers are currently indifferent to MEXX. Overall, the brand is not seen as one of the “go to� brands. Mexx is product focused in their communication, which makes them disappear in the landscape of competition, and which makes it also hard for the taste group to convey and identify with the lifestyle behind the brand, furthermore it becomes easy for fast chain competitors as H&M and Zara to take over because of their low prices.
H&M Campaign
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RELEVANT DEVELOPMENTS More than before people are in need for brands with personality and a story. We are shifting to an emotional society where the personality of a brand becomes as important as the products they sell. Customers also expect companies to become more involved with individual and collective well being, they demand authenticity. We have entered an era where we don’t purchase brands solely on who we aspire to be, but more on what reflects who we are and our tastes. Lots of brands are re-evaluating the role of celebrities as it is said by Matt shaw that its the engagement rather than the celebrities that really moves consumers to act.1 It seems that most brands who focus on offering everyday wear are still showing brands in a glamorous light, while there is a shift towards more everyday authenticity, which is also visible in the success of the television show connected, Beyonce who posts intimate moments of her private life, and Theron Humphrey who travels around the world for 365 days telling the stories of everyday people. Furthermore the rise of social media has increased and has changed the landscape for marketing, as it gives consumers a voice and creates a dialogue between the consumer and the brand. Websites as Pinterest, Facebook, Twitter, Tumblr and Instagram gain more popularity, and are also often involved with brand promotion or building a community. Social media has democratized influence of brands. It seems there are still a lot of brands who focus on one way marketing, while its more important than ever to also involve the customer in the conversation and the story of the brand.
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SWOT
STRENGTHS
WEAKNESSES
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High brand awareness world wide
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MEXX has build up a loyal customer service with the use of their connect program
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Offers a wide assortment of products for a laid back and comfortable lifestyle.
- MEXX is already under pressure because of their current communication, they are positioned in the market as a weak and damaged brand and this could lead into a domino effect.
No distinctive visual identity
OPPORTUNITIES
THREATS
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Opportunity to step in the market with a story and emotional connection to the customer.
- Competitors daily entering the market
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Involve its customers by creating a brand experience.
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Daily new social communication opportunities are arising beyond the traditional marketing channels.
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Need for brands who can show business in a new light, and more reality in advertising
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MEXX has higher prices than most of the competitors, which might scare off people.
SWOT CONCLUSION MEXX has no distinctive identity, and has build up a bad reputation during the past 3 or 4 years. The brand is disappearing between its competitors, and especially with the huge transparency in the market the brand should avoid the risk to disappear completely, and focus on differentiating from the other competitors. There is a need for brands who can show business in new light and show more reality in advertising, and MEXX can react to this. Furthermore the brand could use the great amount of possible communication tools as social media, apps and smart-phones that have seen a rise in the past years.
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DESIRED POSITIONING Because of a mismatched positioning of the communication, in relation to the products of the brand and the need of the consumer, MEXX is sending out unclear and indistinct communication messages. MEXX communicates at a product focused and a more formal position in the market, which makes their communication static and distant, therefore they are not able to deliver their promise as a carefree and personal brand in their communication. The brands desired position should be more casual and informal, to portray the personal and carefree style of the collection by focusing on the brand’s USP carefreeness.
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EVOLVED COMMUNICATION STRATEGY
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The world around us has become all about aspiration, and seeking for an untouchable and unrealistic tomorrow. We are constantly rushing in between our personal life and our work, and even become standby 24/7. We are under constant pressure of looking good and perform well in our daily life that our level of stress is raising and our perception of reality is changing. Sunday is the day in the week where we can completely be ourselves. Full authentic self-expression, and no expectations from the outside world. A day carefree from how we look, or what is expected . We can stay in bed, we don’t have to worry about how we look, and when the dog walks in with dirty feet it won’t bother us. We can enjoy our passions on which we give up during the week, and when we do something we take all the time to enjoy each moment.
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VISION EVERY DAY SHOULD BE CAREFREE
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MISSION OFFER CAREFREE PERSONAL EXPRESSION FOR ANY DAY OF THE WEEK
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VALUES CAREFREE CONFIDENT INTIMATE
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PHOTOGRAPHY
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Photography should always portray the values of the brand intimate, carefree and confident. The visual language comes close to the personalities in the picture and their lifestyle, like we are privy to something. The setting is always in an urban and contemporary environment, and the styling should be as casual and real as possible. Models in the photos should not look posed, but always like they are completely comfortable, poses that are natural and look un-staged. The photography must create a filmic effect, carefree candid shots full of light-hearted moments that inspire viewers to live a more spirited life. The photos portray a rare glimpse of reality, and an essence of happiness with a sometimes funny twist. Photos are always shot during the day and should have daylight instead of studio light.They have a contemporary and familiar feeling .
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RETOUCHING Photos need to be slightly saturated and will get a grainy filter and a warming filter 85 to give the final result an authentic, warm, sunny and positive feeling.
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LOGO Because of the mismatched perception, and the difficulty in design with the purple MEXX logo, the color will be replaced by dark grey Pantone 447. For future communications the logo is always used in grey or white, or a combination of both in a box, for the use on restless backgrounds. The new logo is used to create more ease in design and to create clarity and distinction. White is the universal color of peace and purity and truthfulness, it adds sophistication, and gives the logo a fresh and contemporary feeling,
The old MEXX logo The new MEXX logo Pantone 447 FREESTANDING & LOGO IN BOX MEXX will use a free-standing logo and the logo in a box. The logo in the box is used everywhere where the free-standing logo doesn’t come to its right for example on restless backgrounds, also for the labels and the hang tags at the clothing.
Free standing logo
Logo in box
PROTECTED ZONE AROUND THE LOGO
The protected zone around the free-standing logo is the same measurement as one X
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The box around the negative logo is defined as half X around the logo, the protected zone around the logo is again the same measurement as one X
CAMPAIGNS The free standing logo will be used in white for all the campaigns. The grey Pantone 447 logo is used free-standing there where the white logo doesn’t come to its right for instance a light background in the photography. For campaigns the logo is used in combination with the tag-line “Sunday Everyday” which is scaled on 1:4 of the height. The logo will always be placed in the right corner at the bottom of the page.
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TYPOGRAPHY Helvetica Neue Lt is currently designated as typography for the brand, and will remain the corporate typography. There are a few variations which could be used. LT PRO 35 THIN LT PRO 45 LIGHT LT PRO 55 ROMAN LT PRO 75 BOLD The use of variations like condensed, extended and italic are prohibited. Always write text in 80 % grey instead of black
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MAIN OBJECTIVES OF STRATEGY With this communication plan, the aim is to heighten brand awareness and brand favorability among target audiences. Focusing on brand loyal consumers and new category users is a key element, because of the introduction of a new strategy. Furthermore the aim is to branch out by getting more retailers and franchisers interested to sell the brand worldwide. The main objectives of the strategy are split up in marketing and communication objectives, which we would like to reach within the next 6 months to a year maximum by the introduction of the new campaign. MARKETING OBJECTIVES -
In order to represent a larger part of the worldwide lifestyle market in casual and formal clothing, the company could increase the sales by 8 % in the next 6 months, and by 10 % in total for the next 12 months.
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Increase the ‘impulsive buy’ of Mexx by 15 to 20 % in the next 12 months.
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To maintain the satisfaction of stockholders, the market shares could increase by 7 % in the next 12 months.
COMMUNICATION OBJECTIVES -
To reposition the brand, MEXX wants to re-establish the visual identity as a carefree, personal and confidant brand.
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To reinvigorate the brand awareness of MEXX by 15 to 20% within the next 6 months by new customers. MEXX is already a well-known brand worldwide, which makes it impossible to increase the awareness by an important percentage.
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To encourage brand preference among consumers, and increase the sales of MEXX with 10 % within 6 months to a year by focusing on the USP through new communication strategies.
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Raise the interest of different retailers and franchisers on- and offline, and getting them to the behavioral stage, and getting a growth of 5 % selling points of MEXX world wide.
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The past 2 to 4 years MEXX saw its sales decreased and customers are currently indifferent to the brand. In order to re-increase sales and preference among the brand the aim is to change this into a positive feeling against the brand. COGNITIVE: Heighten brand awareness by raising the interest of different key publics as the customer, investors and future retailers, by promoting the brand with the use of the new visual identity through several channels in active as proactive ways, both on and offline. AFFECTIVE: Change the way they feel about the brand into a positive feeling by bringing across that MEXX is an intimate, confident and carefree brand for personal expression during any day of the week with the message “Sunday Everyday�. BEHAVIORAL: Generate brand preference and brand loyalty by evoking a longing for the carefree and personal lifestyle of the brand which could result into an increase of sales,
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KEY PUBLICS In this communication plan the focus is on the existing customer, and a new client base. Since the loyal customer is buying MEXX products already, we don’t want to loose their support. CONSUMER PROFILE MEXX aims at a broad target group: Men, women and children. The brand attempts to appeal to young starters, early-nesters and starting family’s from the age of 25 to 45 with an average income and an education above average, that enjoy casual contemporary clothing that is not too trendy. The typical MEXX shopper is a student, office worker, housewife, office executive or anybody else who are not very interested in fashion, but care for their appearance, as well as the quality, comfort and ease of care of a product. They are looking for casual clothing that is still fitting the dress code of companies. MEXX tries to focus on the fashion active and fashion passive groups. People who are aware and participate in trendy clothing, and the people who are aware and want to dress fashionably but are not interested in keeping up with constantly changing fashion trends. The MEXX consumers are true live enjoyers who attend social happenings and visit trendy restaurants and clubs, but who also love to spend money on a good cooking book and invite friends over to dinner. They often have enough money to spend, but they don’t want to stand out too much, and don’t like to spend too much money on a product or things that are not necessary, this is not who they are. Men and women who are often city bound and have an active lifestyle. They are optimistic, sympathetic, confident and independent individuals. They live the ideals of truth, freedom, and love and are constantly looking for self-growth. They are active on social media sites, use newest technology, and when they go shopping they like to go to places where they can find a wide range of products from cheap to expensive as warehouses. Rather than a target group MEXX targets a certain attitude.
SECONDARY PUBLIC The secondary public we want to reach with this communication strategy would be the media, new retailers and franchisers which we could reach through trade fair events. We need to use the media and advertising to bring in a new client base. As well, MEXX wants to inform stockholders that although shares have been dropping, MEXX is a good investments and will bounce.
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MESSAGE The main message MEXX wants to get across to its customers and other key publics is that MEXX is a brand which offers comfortable and casual clothing for a laid back lifestyle. The brand connects the feeling of comfort and carefreeness to Sunday, because this is the day where we can completely be ourselves. This will be communicated in the tag line “Sunday Everyday� which links to the carefree, personal and laid back lifestyle MEXX is offering.
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STRATEGY The overall strategy is to successfully reposition the communication of MEXX by linking the brand to the feeling of Sunday, by focusing on their USP carefreeness, and by putting the brand in the everyday light. PERSONAL AND CROSS-MEDIA The key publics will be approached in an active and proactive way with the combination of on and off-line channels. MEXX will use advertising on billboards, bus stops, magazines, blogs and social media to communicate the message, but MEXX will also involve the customers interactively with the new campaign by inviting them to send in what their carefree feeling looks like, and to upload it on sendusyoursunday.com for a period of 40 days. Everyday MEXX will select one winner who will receive one of the carefree prices MEXX is offering, furthermore people can share their photo so other people can vote. The 40 final contestants with the highest votes will go through a final selection of MEXX, who will pick the most beautiful, original or hilarious photo. This photo will win a 7 day vacation to a tree house in Costa Rica. The poster in bus stops, advertising in magazines and the shopping window of MEXX will contain a QR code and the link of the website, which will create curiosity and that will link the target group immediately to a smart phone version of the website of the online campaign. With the online campaign MEXX wants to create positive attitudes towards the values of the brand, and increase the preference and sales within a year. TONE OF VOICE The tone of voice of the new campaign is very informal and intimate. It makes it recognizable for the customer, Moments of our daily life captured in candid shots to make it feel as if we are privy to something. The approach of the campaign is very open, in this way the brand becomes more approachable to a wider public and will reach a bigger percentage of the target group.
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MEDIA MEXX will use a combination of on and off-line channels to get in contact with their customers, retailers and franchisers. For the new strategy MEXX will make use of - Magazines - Bus stops - Billboards - In store Display’s - Public Relations - Brand Experience and community marketing - Sales promotions and premiums - Fair trade modefabriek - MEXX newsletter - MEXX connect mailing - Social media - Website MEXX.com
ADVERTISING MAGAZINES, BUS STOPS AND BILLBOARDS To create awareness and gain attention from the customer and possible retailers and franchisers, MEXX will start their campaign with advertising in magazines, billboards and bus stops. Several photos of the Summer and Winter campaign will be used. MEXX target group is very wide, this is why mexx chooses to focus on billboards in the main places where large audiences will come , also a selection of magazines differentiating from city to city. The bus stops will have a QR code which links the target group directly to the online campaign.
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MAGAZINE + QR + indication of which ones BILLBOARD + QR
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IN STORE DISPLAY’S: The new visual identity will also be used in the store, POS material will be adjusted with the new campaigns. The visual identity will pull the interest and attention of customers in the store, or when they pass by the window.
The QR code and a link to the website of the online campaign will also be placed on the window in May and June ,
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BRAND EXPERIENCE & COMMUNITY MARKETING MEXX will create an online campaign that is directly linked to Facebook, Twitter, Pinterest, Instagram and Tumblr where people can upload their carefree photos for the contest for the time period of 40 days. SALES PROMOTIONS & PREMIUMS To reward the contestants for sending in their carefree moments on Sendusyoursunday. com, MEXX will weekly give away prizes. The grand price of the campaign will be a 7 day vacation to a tree house in Costa Rica.
Impression opening website. Website will use flash for extra effects,
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Photos can be viewed on location, random or slideshow. The website will have a Twitter, facebook, Tumblr and Pinterest feed and will be integrated with Instagram.
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People can bring out their votes or share the photos, MEXX will select a final winner out of the best voted photos worldwide.
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TRADE FAIR MODEFABRIEK To gain attention from potential buyers, MEXX will promote their new collections with the new visual identity at the Modefabriek in June 2013 and January 2014.
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SOCIAL MEDIA Social media is an effective way for MEXX to reach a huge part of the customers as fast as possible. MEXX will internally update their Facebook and Twitter on a daily base, and will connect the online campaign to Twitter, Instagram, Pinterest, Facebook and Tumblr to create a seeding net for the new campaign.
MEXX NEWSLETTER MEXX will inform the customer about updates around the brand and the collection through the monthly newsletter. The newsletter will also be used to communicate the new visual identity and to invite the customer for the online campaign. MEXX CONNECT MAILING MEXX has their loyal customers who use the connect program that offers discount, special shopping events and helps customers with a selection of clothing which would fit to their most recent purchases. The MEXX connect program is a good way to inform loyal customers and raise awareness for the online campaign, and to communicate the new visual identity.
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PR Internally MEXX will send out information about the new communication to blogs, news websites and other important sources and relations to get media coverage about the new identity and the online campaign.
Example PR newsletter for the “Send us you Sunday� contest
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MEXX.COM The website of MEXX will communicate the new identity and will also invite the customer to the online campaign. The website will monthly be updated with news and information around the brand.
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TIMEFRAME This plan will look at the next 12 months, to reach all the goals with the activities to communicate the new strategy. MEXX will start before the summer of 2013, this will be in line with the new summer collection, the summer sales, and the Modefabriek where the brand can communicate their new identity in the stand, to be part of a brand experience.
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BUDGET The advertising budget of MEXX worldwide is 27 MM, representing 4.5% of 2012 annual sales (4.5% of 600 MM) For the campaign 40% of the marketing budget will be used which is 10,8 MM A cost plan is made to make an estimation for the promotion activities of the brand. Part of the activities will happen internally as updating social media accounts, sending out newsletters and the connect mailing and PR. Others as photography and the website will be outsourced to external agencies. The website will be build by and external agency, and will have extra costs because of the huge traffic and other possibilities as flash.
ESTIMATION OF THE COSTS
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EVALUATION Within the first year of the launch of the new communication strategy MEXX will measure the success of the campaign primarily by assessing the level of brand awareness in terms of recall and in brand purchase attention. MEXX will also measure by means of: - The number of re-debates redeemed via MEXX.COM - An increase web traffic via Facebook membership - Number of QR scans by mobile phone users - Pre and post-test levels of awareness and purchase intention at targeted locations, which will be monitored on a quarterly schedule. - Traffic on the interactive campaign website and number of uploaded photos for the contest. - MEXX will send out a new survey about the perception of the campaigns, learning’s will be taken further to the next activities.
BRAND FAVORABILITY - -
Brand recall, brand awareness, brand perception and purchase consideration We will measure the succesS of the online campaign website by the reach of frequency (Click thru rate, total visitors, time spent on site, postings/comments on the site
Tools: Brand tracking study and focus groups/survey.
INCREASE SALES - -
Number of purchases a year Retail/online store data Tools: Post purchase survey, web analytics, brand tracking study
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Chadha, Natasha (2006). It started with a Kiss: 20 Years of MEXX Amsterdam: BIS Publishers
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Chadha, Natasha (2006). It started with a Kiss: 20 Years of MEXX Amsterdam: BIS Publishers
F/W Campaign 11/12 Louise Pedersen MEXX Europe B.V.
F/W Campaign 11/12 Will Chalker MEXX Europe B.V.
http://www.behance.net/ gallery/Mexx-Fall-Winter-2011/3461173
F/W Campaign 11/12 Carice van Houten MEXX Europe B.V.
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http://www.resourcesforlife. com/apple
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http://www.heatherfavell. com
MEXX Store Krefeld MEXX Europe BV
Heike Makatsch http://www.fashionchick.nl/ fashionnews/we-fashion-knit- ( Love Actually ) for MEXX http://www.fashionlicious. wear-2010/1277.html nl/?p=4289
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http://dariawerbowy.onsugar. com/tag/H%26M
Kylie, Jeroen, Zoe and Chelsea Bergman
Marjolein Maraquim
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MEXX Store Krefeld MEXX Europe BV
Strategy model MEXX Burgdorf, Knut (January 2011) MEXX Marketing presentation Powerpoint, Hello MEXX
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