REFORMATION - The Girl Boss Campaign

Reformation The Reformation Girl Boss Campaign

By Taylor Dziedzic

About the Brand

Reformation is a fashion brand based in Los Angeles that has become popular through social media and their ethical practices. Every Reformation product is designed, produced, photographed and shipped from downtown LA. Reformation has two stores in LA and two stores in NYC, while the rest of their products are available online at thereformation.com.

Every piece Reformation sells is made using repurposed vintage clothing, salvaged dead stock fabric or new sustainable materials.

Reformation values quality, sustainable practices and honesty. Reformation’s clients are young women, 18-30 years old who want unique, beautifully designed, eco-friendly pieces. They love fashion and want pieces that have a bohemian, sophisticated, and feminine look, while being on-trend without being trendy.

They are workaholic girl bosses that do not mind splurging on clothing pieces to add to their collection. Reformation girls are unique because they have grown up

About Reformation

in an environment where fast-fashion is all around them— at every mall and on every social media site. However, they want to invest in products that are ethical and they value the dedication that Reformation puts into all of their pieces.

The #RefGirlBoss Campaign will inspire the hard working women who shop at Reformation to be proud of being the girl bosses they are. The campaign goal is to raise awareness and create empowerment for girl bosses while creating brand awareness and promoting a new line within Reformation called The Girl Boss Collection. The collection will be designed to allow the working girl boss to have fashionable, appropriate work apparel that is also able to be worn on a night out going to different events or on a date. The #RefGirlBoss campaign is going to run for 5 months and will launch on International Women’s Day. The narrative will be that working women can look good while being professional.

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Reformation Segmentation Who?

• 18-30 years old • Girl Boss women • Minimal to higher disposable incomes • Single, willing to mingle • Currently pursuing BBA or BDes/ Graduated and working in Business or Fashion Industry • Spends weekends going to new restaurants, attending various events and spending time with friends

What?

• Values ethically made and sustainable fashion • Spends extra on well-made products • Loves the beauty and fashion industry • Strong brand loyalty, buys from established companies with good reputations that follow current trends

Where?

• Toronto, Ontario Canada • Cold, brittle winters • Hot, humid summers • Big city • Strong community • Inclusive

Why?

• Wants to be apart of making the world more eco-friendly • Wants to be fashionable while looking professional

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Here is Reformation’s segementation broken down in parts. To sum it all up, Reformation’s segmentation is young women who are entering the workplace and need outfits to suit their young, youthful lives. They value wellmade clothing that is sustainable while being trendy and fashionable.

Sasha

Meet the Ref Girls

Sasha may be fashionable, but she does it all on a budget. Sasha is 20 years old and currently lives in the Chuch-Wellesley village. Sasha is attending Ryerson University studying Retail Management and she hopes to eventually work in the retail buying industry once she graduates. Sasha currently has an internship at Hudson’s Bay as a buying intern, where she surrounded by fashion every single day. Sasha loves fashion and wants to always look good while still being presentable for any situation she may be in. Sasha makes her earnings through her internships during the day, and she bartends at a local bar at nights. Therefore, Sasha looks for pieces that are versatile while still being youthful and fun, to match with her personality.

Lucy

Lucy loves thrifting. She will travel far and wide across Ontario to for new thrift finds. She has a few friends that love coming too, and they always make sure to carpool. Lucy is a huge advocate about global warming and is at every protest the City of Toronto holds. Lucy wants her voice to be heard and does everything she can to be as sustainable as possible. She shops at no waste grocery stores and always brings her own straw if she needs to grab a drink from the local coffee shop. Lucy works at a small gift store in Leslieville where she also lives, and her favourite part of the job is watering the small cacti and ferns in the window. Lucy is 27 years old and is trying to get a job in HR. Therefore, she is looking for more fashionable options while still being sustainable. She still loves thrifting but finds it harder to find full pant suit sets that match.

Claudia

With over 100k followers on Instagram, Claudia buys a lot of clothes to post on her feed to show all of her followers. Claudia lives in the Yorkville Village and regularly walks around downtown showing off her latest purchases. You can always catch her spending time at local restaurants with friends while snapping some pictures for her Instagram. Claudia likes to call herself a trend setter, and you can always see her in the newest pieces that are just coming into style. She specifically loves dressing up casual outfits with a blazer or a band tee with dress pants.

Claudia has a high disposable income but recently has decided she wants to invest in more sustainable options because she already spends so much on clothes. She still wants to have high fashion and trendy options, however.

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Canadian Women’s Stats

54.2%

The proportion of university degree holders aged 25 to 64 in 2011 who were women.

18,290,800 The estimated number of females of all ages in Canada as of July 1, 2016.

9,198,800

The average number of women aged 15 and over in the labour force in Canada in 2016.

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Women in the Workspace

According to Statistics Canada, the proportion of women aged 25-64 with a university degree has more than doubled between 1991 and 2015 from 15% to 35% (Ferguson 2016). In 1953, Canadian women accounted for 24% of the labour force, whereas in 2014 women accounted for 47%— nearly half of the whole Canadian workforce (Statistics Canada 2018). With this in mind, it is evident that more women are going to be entering the workspace. However, in 2018, males accounted for 67.4% of senior management occupations whereas women accounted for 32.6% in Canada (Statistics Canada). With such a drastic change, it is evident that more women are getting degrees and jobs, however have a much harder time of growing to management positions in any field. Therefore, The REF Girl Boss campaign will be able to educate both men and women in the importance of women in the workspace as well as inspiring women in being more confident.

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THE REF GIRL CAMPAIGN VISUAL MAP

3.

Pop-up Shop - In Nordstrom - Will be offering the clothing collection in person for the first time in Canada - Gift for attending: pink metal straws to encourage sustainability - Will be flying 3 Los Angeles based Girl Boss Influencers and 3 Toronto based Girl Boss 3.

Influencers to the event to do a meet and greet

Handouts - campaign launch day, handing out International Women’s Day stickers - aesthetically pleasing cards where someone can write something about another person - on recycled paper

Campaign Visual Map

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2.

DIGITAL CONTENT

1.

Related to Other Areas

Pinterest - Curated moodboard/inspiration boards posted - Inspiring aesthetically pleasing quotes posted - People will repost and will relink them back to the Insta1. gram

1. Continues After Campaign 2. Ends After Campaign 3. Occurs Once

Instagram - Extension of the Reformation Instagram account - Differentiates itself through posts by making them have a “film effect” - #REFGirlBoss hastag throughout posts - Feature posts of Instagram famous Girl Bosses - Will create curated, re-postable stories with powerful quotes 1.

Direct Connection

Website - Extension on the current Reformation Website - REF Girl Boss Section - Will have the REF Girl Boss clothing collection - Links to Youtube/Instagram/Pinterrest 1.

SOCIAL MEDIA

Youtube - BTS of the lives of different REF Girl Bosses - Girl Boss Makeup Routine - How to Dress like a Girl Boss - Days in the Life of REF Girl Bosses - Q&A Sessions - Ways of being sustainable

The Girl Boss Campaign

Contest - Post your own #REFGirlBoss outfit and use hashtag to be featured on Reformation’s story - If featured, you’ll win in a $250 shopping spree

EVENTS

PRINT

3.

Posters - at universities & in subway streetcars - designed to spark interest about what the #RefGirlBoss Campaign is about

Campaign Strategy Narrative The REF Girl Boss campaign is about inspiring Girl Boss women who are entering and who are currently in the workforce. This campaign corresponds to a collection called The Girl Boss Collection from Reformation where they are offering clothing pieces that can be worn to work in the morning, a meeting over lunch in the afternoon and drinks with friends in the evening. Reformation is known for being sustainable and therefore, all the pieces in the collection will be sustainable and eco-friendly as well. By incorporating aspects of tailored clothing pieces while being sustainable, the collection will attract very specific segmentations of people who either value both aspects or either or. The REF Girl Boss campaign will hopefully be able to educate and inspire. Women account for almost half of the workforce however are still receiving wage gaps and have a much harder time making manager positions than men. Therefore, by when women buy the collection we can hope that it will make them more confident in the workspace and inspire them to be the real girl boss they are. Furthermore, sustainable practices are becoming a huge trend in recent years due to how global warming is starting to effect earth. People are interested in sustainable clothing options however, there are many limited brands offering this. Reformation will be coming to Toronto from the USA to promote their brand as currently there is a market gap in Toronto with how many sustainable clothing companies are in the area.

By using topics that are current today, the campaign will be able to resinate with many people while also teaching people about the importance of women in the workplace as well as using more sustainable options.

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Spreadability

To encourage spreadability within The REF Girl Campaign, the campaign will be visible through multiple media outlets.

By having the campaign on social media websites like Instagram and Pinterest, multiple audiences will be able to find the campaign. For example, one way of creating spreadability throughout the campaign is by implementing the #REFGirlBoss hashtag throughout all media.

This is something the audience is able to remember and relate too. When followers use that hashtag on their own photos of them representing their idea of a “Girl Boss”, they will be promoting the campaign as well. This will hopefully interest other people to look further into our campaign and participate as well.

Drillability Reformation is a brand thats main core value is sustainability and the REF Girl Boss Campaign is specifically targeting women entering the workspace. Therefore, that is why different elements throughout the REF Girl Boss Campaign will be able to create drillability for all of the REF Girls’.

The first REF Girl we will analyze is Sasha.

Sasha is quite broke but still values fashion and wants to invest more in pieces.

Therefore, the Reformation Pop-Up Shop in Nordstrom and the contest would be really interesting to Sasha. By attending the Reformation Pop-Up Shop, she will be able to feel the clothing while learning more about Reformation and how investing in sustainable clothing pieces is worth it. Secondly, Sasha would benefit by contributing to the #REFGirlBoss contest on Instagram. If she posts a photo of her idea of what a girl boss outfit is for her, she has the chance of winning a $250 shopping spree if the photo is chosen.

Sasha will become interested in learning more about the brand, fashion and sustainable practices. The second REF Girl is Lucy, who is interested in being the most sustainable as possible while being presentable as she enters the workforce.

Lucy would love our Pinterest and Youtube account. These accounts will be filled with both fashion and How-To be a Girl Boss content, but will also be including content based on sustainable practices

because it is one of the most core values of the brand Reformation and something they also want to encourage throughout the REF Girl Boss Campaign. On Youtube, Lucy will be able to watch videos on how to become more sustainable within the fashion industry and everyday life. As well, Pinterest will feature different elements including cooking recipes that include zero waste and how to’s on growing plants and vegetables yourself. The last REF Girl is Claudia who loves social media and showing off how trendy and fashionable she is. Therefore, Claudia will be interested in the website and Instagram. On these two platforms, we will firstly have an extension on the homepage of Reformation showing the Girl Boss Collection pieces including styled collage collections within to show how pieces can be worn and to give inspiration to people who are interested in fashion. Furthermore, on the @Reformation Instagram account, the #REFGirlBoss campaign will post Instagram stories where they will repost other people’s outfits in the Girl Boss Collection. Feature posts on the Instagram account will be by famous influencer Girl Bosses as well, which will really interest Claudia as she is currently growing her own personal following and wants to be a great role model to her followers.

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Worldbuilding By having many outlets where people can learn more about sustainability and girl boss fashion through written aspects on Pinterest or visual elements on Instagram and Youtube. The REF Girl Boss Campaign will hopefully be able to teach new aspects about women working and sustainability.

The REF Girl Boss Campaign will strive to have as much information as possible on each platform about both topics to make sure that the followers are able to learn as much as they can. By having real life girl bosses post on the Youtube Channel and Instagram, their stories will be able to assist in world building for the audience.

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Extractability

When The REF Girl Boss campaign has the promotional material being handed on International Women’s Day, we can hope that it will allow people to bring a piece of it back to their real life. For example, we will be supplying recycled cards that say kind things on one side, and on the other side the person is able to add notes to give to someone else about things they like about them. We would hope that people will think of girl bosses in their lives and would acknowledge the hard work they do everyday. Furthermore, the day of that event we will also be giving our reusable metal straws. This is to keep with the core key values of Reformation of being sustainable and will hopefully be brought home to hopefully inspire sustainable practices.

Continuity Continuity will be evident through the

Immersion Immersion of being able to experience

campaign through the texts being used, the colour treatments and the visual treatments of the entire campaign having a film like effect through photography. The campaign is meant to appear quite feminine, however in hopes of re-inventing the feminine look and making it represent strong women rather than delicate women. The pink colour will be able to create continuity between the campaign because Reformation normally uses white/black throughout their branding and therefore The REF Girl Campaign colours will be a good differentiator. The verbal language will be quite relaxed and playful because this campaign is meant to be fun and inspiring.

the whole world of the REF Girl Campaign will be through attending the Reformation Pop-Up Shop in Nordstrom and by watching the Reformation Girl Boss Youtube channel.

By attending the event, you will be able to have a full experience of being a girl boss. By inviting 6 famous Girl Bosses, they will be able to inspire the guests that attend. Furthermore, the products will be on display and therefore guests will be able to try on a girl boss outfit while being inspired by influential real life girl bosses. The Youtube channel will also be able to inspire immersion. There will be many videos posted about how to be a girl boss, how to be sustainable, how to dress like a girl boss and many more so that people will be able to get the full experience of being a girl boss.

Cognitive Biases

One cognitive bias that is evident within The REF Girl Boss Campaign is the bandwagon effect. Due to the campaign starting on International Women’s Day, due to so many people joining the discussion on their socials that day, the chances of them contributing and wanting to learn more about Reformations campaign is much higher. However, the purpose of this campaign is to make an overall change over a period of time. Personal testimonies from Girl Boss’s themselves will be able to show the actually impact of why this campaign is important and how it is not just following the bandwagon. In-group favouritism will also be evident during The REF Girl Boss Campaign due to it being heavily associated with women in the workplace and feminism. People may assign themselves, specifically women with following our campaign due to it being associated to a current social trend.

However, Reformation believes that to make a change, we must first empower and inspire women who want to be girl bosses in the first place. Therefore, by having favouritism to the group of people who are being affected first will be able to make a bigger impact.

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Visual Guide

The REF Girl Boss Campaign will be using pink as the main colour throughout the campaign. Why? Because for years pink has been stereotyped as being a girl colour. People can associate it to being soft, cute, fragile, innocent and many more terms. However, the REF Girl Boss Campaign stands for the opposite. We want to re-associate the colour pink to represent strength, power and determination. By owning this colour throughout the campaign, our hope is that people will start to interpret pink as being much more than being just for girls. The campaign will be using bold modern fonts as well as hand written quotes throughout different advertising strategies to make it feel feminine and strong. Imagery used will have a certain effect of looking like it was taken on a film camera. Reformation currently uses strong imagery with high quality cameras and therefore to differentiate this campaign on social platforms this will be the key difference. This is a popular trend going on with the younger generation right now as well so it will definitely provide visual interest.

Reformation DECK Big Caslon FB 20 pts/ 28 leading

Reformation is an eco-friendly clothing company based in Los Angeles.

MAIN HEADS/ TITLES Stevie Sans Medium All Caps: 80 pts/ 85 leading

Welcome to Reformation Girl Boss Collection

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SUBHEADS Notera Regular 17 pts/ 11 leading

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SIDEBAR Big Caslon FB 23pts/ 28 leading

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BODY COPY Stevie Sans 9.5pt/12 leading

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DROP CAPS Notera Regular 2 lines

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GUTTER CREDITS Le Havre Regular 8 pts/ 10 leading

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CAPTIONS Stevie Sans Light 9 pts/11 leading

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Campaign Typeset

The Ref Girl Boss Campaign typeset will be compiled of 3 fonts. The first being Stevie Sans, which his a modern day sans serif that Reformation currently uses in their own branding. To keep it cohesive with the brand, this font will be used thoroughly because it is a legible and a currently trending font. The second font used throughout will be Big Caslon FB. This font is able to add some slight elegance to the campaign while still being current. The serif font will be used quite large however to pair well with Stevie Sans. Lastly, Notera Regular will be used slightly within some branding areas just to add a personal handwritten touch. Due to it being a script and having a harder level of legibility, the use of this font will be limited however is able to make the campaign have a personal feeling. The Ref Girl Boss Campaign is intended on being inviting for everyone and these fonts are able to create a whimsical yet strong feeling throughout while being used in conjunction with the pink colours and visual treatments previously men-

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tioned. The Ref Girl Boss Campaign type set will be compiled of 3 fonts. The first being Stevie Sans, which his a modern day sans serif that Reformation currently uses in their own branding. To keep it cohesive with the brand, this font will be used thoroughly because it is a legible and a currently trending font. The second font used throughout will be Big Caslon FB. This font is able to add some slight elegance to the campaign while still being current. The serif font will be used quite large however to pair well with Stevie Sans. Lastly, Notera Regular will be used slightly within some branding areas just to add a personal handwritten touch. Due to it being a script and having a harder level of legibility, the use of this font will be limited however is able to make the campaign have a personal feeling. The Ref Girl Boss Campaign is intended on being inviting for everyone and these fonts are able to create a whimsical yet strong feeling throughout while being used in conjunction with the pink colours and visual treatments previously mentioned.

References

Page 2 [Reformation Store Front]. (n.d.). Retrieved April 13, 2019, from https://res.cloudinary.com/reformation/ image/upload/q_auto:eco/c_scale,w_auto:breakpoints_100_1510_9_20:1814/v1/prod/media/W1siZiIsIjIwMTgvMDMvMTYvMTkvNDkvNDAvMzhhMGMwNjYtMjViNi00N2RmLThmNzMtMWMwYjQyZmU1YjAzL3N0b3JlLmpwZyJdXQ/store.jpg Page 3 Our stuff - Company. (n.d.). Retrieved April 13, 2019, from https://www.thereformation.com/pages/ourstuffS. (2017, September 29).

Page 6 International Women’s Day...by the numbers. Retrieved April 13, 2019 from https://www.statcan.gc.ca/ eng/dai/smr08/2017/smr08_214_2017 Ferguson, S. J. (2016, July 06). Women in Canada: A Gender-based Statistical ReportWomen and Education: Qualifications, Skills and Technology Women and Education: Qualifications, Skills and Technology. Retrieved April 17, 2019, from https://www150.statcan.gc.ca/n1/pub/89-503-x/2015001/article/14640-eng.htm Page 7 Statistics Canada. (2018, May 17). The surge of women in the workforce. Retrieved April 17, 2019, from https://www150.statcan.gc.ca/n1/pub/11-630-x/11-630-x2015009-eng.htm Statistics Canada. (n.d.). Proportion of women and men employed in management positions, annual. Retrieved April 17, 2019, from https://www150.statcan.gc.ca/t1/tbl1/en/tv.action?pid=1410033503 Imagery: Not my images. From Reformation Instagram and other Instagram accouts https://www.instagram.com/reformation/ https://www.instagram.com/p/BwXaDWaF92V/ https://www.instagram.com/p/BwTAcNwl0Cp/ https://www.instagram.com/p/BwU1G0XFtm4/

International Women’s Day Cards

Dream Hard, Work Harder

Reformation #REFGirlBoss

Note to Say...

Reformation #REFGirlBoss

International Women’s Day Stickers

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International Women’s Day Straws

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Instagram Account

Ref Girl Boss

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Ref Girl Boss