MARKETING ASSIGNMENT 2
Experience plan
tẻn
tẻn by TRUONG THUY AN DOAN THI MY AI HUYNH NGOC VY LE THI NHUT TUYEN
table of content BRAND PROFILE
BRAND MANIFESTO
THE MOODBOARDS
THE CONCEPT
THE EXECUTION PLAN
THE STORY BEHIND TแบบN
THE AESTHETICS THE OWNER
PRODUCTS AND SERVICES
THE EXPERIENCE
THE GIRLS OF TแบบN
THE COMPETITORS
brand profile
The first collection of Tẻn was launched on Facebook which included 12 pieces of clothes from Thao’s wardrobe. She decided to take pictures of her wearing the clothes herself and posed in the streets, instead of just hanged them on the hanger. Tẻn was the first brand at that time to introduce the clothes in a very joyful and happy way which caught major attention and awareness from the Internet.
Tẻn is a cult independent women vintage secondhand clothing brand heavily inspired from the 50s with extremely refined taste in the selection of products.
“Chị thích gì là chị bỏ vô Tẻn hết, để khách hàng cũng được vui như chị vậy”
The story behind tẻn
The story for the creation of Tẻn started way back from her childhood. As a kid, Thao Nguyen, the owner of Tẻn, always followed her mother to the market at weekends, where she was introduced the concept of secondhand clothing. She found that the secondhand clothes imported from Japan and Western countries had such vibrant and joyful colors and looked more beautiful than the clothes being produced in Vietnam. Bearing that thought in mind, together with the idea of wanting more people to be as happy as her when she tried on the clothes, Thao created Tẻn in May, 2012.
Tẻn is known for its high quality secondhand clothes with gorgeous vintage prints and embroidery. Looking at Tẻn’s dresses and the store, it’s easy to feel nostalgic and recognize that the brand took inspiration from the 1950s, with a good mix of both Western and Vietnam culture.
Vintage Nostalgic Vibrant Floral Feminine Joyful Relaxed
Deeply influenced by the 50s culture with stayed at home wives and countryside theme.
The aesthetics
3 words Thao Nguyen chooses to describe Tẻn: vibrant, joyful and variety
The owner
THAO NGUYEN
Therefore it is crucial to have a look closer at Thao in order to know understand more about the brand.
Thao is basically the face of Tẻn and what the brand represent . Thao is the only factor that help Tẻn becomes as sucessful as today, as some of her customers said that they only buy clothes because of her.
“ I want people to smile whenever they think of Tẻn. Some of the customer is now my close friends”
Thao is a young, enthusiastic and energetic girl with the sweetest smile ever. She studied Business Administration and has no academic background related to fashion. However, with the love for secondhand clothes, she decided to open Tẻn with the purpose of making people happy. Thao didn’t follow any fashion trends and only goes after what she love. Therefore Tẻn’s clothes has a consistent style and aesthetic throughout the year. Her sincerity and love for the customers shows in her writing in each of the post, her wanting to deliver the products herself because she wants to know her online customers, and whenever any customers arrived at her store.
Personality: indepedent, sweet, optimistic, feminist, down to earth, sociable, appreciate small things, hard-working, visionary. Interested in: film cameras, watercolor painting, hand embroidery, baking, travel to SEA countries, old Saigon typography, gardening, loves the outdoor, museums, art lover Favorite movie: Amelie, Breakfast at Tiffany’s, Ghibli movies
PRODUCT LINES Secondhand vintage pieces
Dresses, top, skirts and pants, hats, handkerchiefs
Design pieces
Made to order, self tailoring dresses Signature piece: the “About time” dress
Products and services
“A b o u t t i m e ” dress
Tẻn’s diary for customers to write their feedback
THE SERVICES Made to order hand embroidery, handmade tags, packaging, tea and cookies at stores, free takeaway postcards, Tẻn’s diary. -> Tẻn offers a wide range of made to order services in order to satisfy every individual needs of each customers, to help them get the best experience at Tẻn. The services offered are quite small in scale however when customers arrive at the store, they can feel joyful as every little things are cherish and appreciated.
handmade tags
embroidery
free postcards
Products and services
Products and services
THE QUALITY Design pieces: the owner sew each of the dresses herself. Therefore she can pay attention to the details and control the quality. Moreover the customer can have exclusive pieces.
For secondhand pieces, Thao picked each of the items herself to ensure the quality. Factors that she always consider when choosing secondhand items: - The clothes have to look as good as new (no scratches or stains) - 100% cotton to increase comfort - Exclusive prints, patterns and embroidery, - Loose or free size silhouette to fit with all of the customers.
THE STORE
There are also music instruments such as ukulele and guitar lying around which will make the customer to stay longer than they suppose to. This such cozy and joyful atmosphere is the reason why Táşťn has a huge variety of loyal customers, since they are usually stay and chat with the owner after done shopping.
The experience
The interiors are set like a home with music, fresh smell of bakeries and balcony full of flowers which makes the customer feel welcoming and cozy. There are antique pieces, pottery and decor stuffs that intrigue customers to wander around the store and taking pictures.
The store was established in early 2016 in the second floor of an old apartment, located at Tran Quang Khai street, District 1.
The experience
ONLINE CHANNEL
Free domestic delivery: The owner tries to deliver each of the order herself as a way to get to know her online audiences and gain relationships with them. Small poems and writings daily on the Facebook page: Táşťn shares small stories and inspiring photos which can lighten the mood for anybody who reads it and help to engage various of customers to interact.
The experience
THE FEEDBACKS Tẻn’s diary is a notebook for the customers to write down or draw what they like when they visit Tẻn’s store. It receives lots of positive feedbacks from a wide range of customers from Vietnamese to foreigners.
When buying at Tẻn, you not just buy the clothes, you buy the lifesyle.
Identity: Thrift store seekers, secondhand clothes lover, nostalgic people, appreciator of the art, outgoing, dynamic, joyful, weirdos, anti-trends, seeks for quality, appreciate the small things, slow-paced lifestyle, openminded, wanderlust, explorer, fashion awareness, independent, feminine, dreamers, traditional yet quirky. Culture: stayed at home wives, the diy people, artists, antique collectors, film camera community,..
The girls of Tẻn
They interest in: The same thing as the owner of Tẻn. Which is baking, gardening, playing ukulele and guitar, watercolor, drawing, film photography, street photography, hand embroidering,..
Description
Nostalgic girls and women who love and appreciate the beauty of vintage fashion, and seek for the fundamental elements which is the feels and comfort and ignore the trends.
Age
No specific range of age. Tẻn’s customers can be a kid or a 50 year-old mom. However the targeted range are women from 20s to 40s.
Social class
Medium to upper class.
Buying frequencies
Hardcore loyals. Some even develop strong relationship with the owner.
Tẻn attracts a niche market of nostalgic girls with the love for the past. Tẻn’s girl cannot be defined by occupation or geographic because they can be anywhere and doing any jobs. However they both share the same culture with Tẻn, same interest, and same community.
The competitors Mayhem Saigon
Style is more edgy and quirky than Tẻn.
These brands are both direct competitors of Tẻn as they all thrift stores located in Saigon and offer both secondhand and design pieces. However Thao, the owner of Tẻn stated that she never cared of competitors and just want to focus on doing things she love.
Naz
Cá trích màu xanh
Same aesthetics and vibe as Tẻn
Thrift store with bohemian aesthetics.
Sò Vintage
HIGHER PRICE
The competitors
Cá trích màu xanh
COMFORT
EDGY
Naz
Tẻn
Sò Vintage AFFORDABILITY
Mayhem Saigon
brand manifesto THE PHILOSOPHY
VISION STATEMENT THE CORE VALUE
The philosophy
The most beautiful things in life are the simple things , to us that thing is a way of dressing . The joy of creating yourself an own world right in your closet with your familiar garments . We often neglect the vintage clothes from the past because the fashion trend flow always moving forward . People wear vintage clothes sometimes not because they like its throwback trends , as they want to feel the lifestyle they used to have again.
As a customer of Tẻn once said, “Tẻn helps me to realize happiness is everywhere and it is important to have fun.”
The vision statement and core value resonance
The vision statement
sharing the joyfulness to people
judgement
traditional and unique, creative, consistent
performance comfortable, high quality, relaxing, casual wear
feeling
happiness, welcoming, cozy, community
imagery
joyful, outdoor, yellow, florals, vibrant, 50s influences
sharing happiness, community, vintage secondhand dresses, nostalgia, exclusive
salience
Thao Nguyen: From the beginning of Táşťn until now, my vision for Táşťn has always been the same. I want it to be fun and joyful and I hope to make my customer feel the same too. Core value:
Joyfulness, community and nostalgia
moodboards of associated trends and culture THE NOSTALGIA
THE NATURE FREAK THE 1950S
DOMESTIC GODDESS
The nostalgia
The nature freak
The 1950s
Domestic goddess
WEEKENDS AT TแบบN TARGET AUDIENCE THE OBJECTIVES THE BENEFITS
Concept of activity
Weekends at Tẻn
Tagline: “Come play with Tẻn”
“Weekends at Tẻn” is a series of 2 events which take place at Tẻn’s store on each Sunday morning of March, 2017. Each events will introduce an activity which illustrate the culture of Tẻn and engage customers into experience that culture. Thao, the owner, has introduced her interest, her hobbies and her personal life through the channel of Tẻn, and the customers love Tẻn because of that. Therefore instead of just telling stories and showing photos, Tẻn invites the customer over to be a part of Tẻn, to participate, join in the joyful activities together and share their stories. And the most important part is, to have fun.
Thao has stated that she wants to keep Tẻn in the niche market and wouldn’t prefer costly marketing plans which attracts the wrong groups of people. Therefore “Weekends at Tẻn” aims at both loyal customers and the selected potential customers. The potential customers can be the friends of the loyal ones, customer who interest in the same hobbies as Tẻn, and customers who go to the same stores, same brands as Tẻn’s owner. The potential customers can be targeted by numerous ways: - Through the word of mouth - Promote through channels of brands that have the same aesthetics. Such as a vintage furrniture brand Thu Vén, LeBleu the concept apartment with vintage vibe,.. - Promote through channels of pages that offer workshops to learn watercolor painting, ukulele, photography, baking,...
Target audiences
The objectives Though greet atmosphere and many interesting stories, participants have closer relationship to Tẻn. After the events, Tẻn will collect the audience’s feedback written in Tẻn’s diary and add them to the brand’s coming artzine which will help introduce Tẻn’s better in the future. Moreover, through this campaign, Tẻn hopes to meet new potential customers and make sure the customers have an amazing time at Tẻn and therefore increase customer loyalty and brand experience
The objectives and benefits The benefits
Of customer: have a chance to experience numerous joyful actitivies and be around a community that share the same interests. Be able to get to know, make friends and share stories with that community. Of Tẻn: increase customer loyalty, meet new potential customers and increase brand recognition.
Execution plan
The 1st Activity
1st and 2nd Sundays:
The party of ukulele lovers
At the beginning of the event, people sit in a circle and then introduce themselves to everyone. After the greeting part, The owner of Táşťn play ukulele then pass the ukulele to anyone who know how to play. Throughout the ukulele playing, everyone have chances to discuss and share any topics that were and are happening in life. Táşťn will capture all the moments and video the people who play ukulele then post online so everyone can check out.
Toa Tàu is a Creative Learning Hub where people can develop their own inner talent through art and social workshops. In this activity, Toa Tàu will collaborate with Tẻn to organize a water color workshop at Tẻn’s store. As a former student at Toa Tau, Thao has developed close relationship with them and this event can bring both the art and fashion together. Participants need to bring with them any kinds sketchbooks. Drawing tools such as brushes, water-colours, etc will be provided by Toa Tàu. Participants are instructed step by step by Tẻn and Toa Tàu employee to draw their own favourite stories on sketchbooks. Near the end of the workshop, Tẻn will capture all of their interesting stories (if they allow) and post online so anyone can read. The fee for the workshop is 250,000 VND / class. 10% discount for whom had took the pattern drawing workshop before.
The 2nd Activity 3rd and 4th Sundays:
Play watercolor with Tẻn and Toa Tàu
As mentioned earlier, Tẻn has a Tẻn diary placed at the store for customers to leave feedbacks or write anything they want. During the campaign, Tẻn will ask the participants to contribute in the diary. After the campaign, Tẻn will take all the stories and drawings from the diary, together with the artworks made in the watercolor workshop, and produce a Tẻn Zine. Tẻn Zine is a publication made to dedicate all the loyal customers of Tẻn since the beginning, and it is also a tool used to promote Tẻn which will help new customers to understand Tẻn’s better.
Tẻn zine
The Zine will serve as a gift for some of the most loyals customer, additional gifts for any customer with high purchase, and to be put at other locations to attract new potential customers
The timeline
THE 1ST ACTIVITY
The timeline
THE 2ND ACTIVITY
The timeline
THE TแบบN ZINE
THE 2ND ACTIVITY
TแบบN ZINE
The budget
THE 1ST ACTIVITY