Ciara Can
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Ciara Can N0737428 By Vicky Douglas
Contents page Be Bold, Be Unique, Be you!
Introduction - 06 Methodology - 08 Section 1- Brand Outline -10 Brand Story. -12 Who We are.-14 What we Stand For.- 16 Our USP.- 18 Ciara’s Values.- 20 Tone Of Voice .- 22 Logo and Typography.- 24 Ciara’s Colours.- 26 Why Ciara Can.-28 Section 2- Market Analysis - 30 Market Overview -32 PEST -34 Macro Trend- Athena Women - 36 Micro Trend- Personality Brands - 38 Micro Trend- Bullying Backlash - 40 SWOT Analysis - 42 Positioning Map - 44 Competitor Analysis - 46 Consumer Analysis - 48 Section 3- -Routes to Market - 54 Why this collection - 56 Range Development ‘Bold Babes’ - 58 Pricing Architecture - 60 Market Routes - 62 Section 5- Communication Plan - 64 Connect with Ciara - 66 Ciara Talks - 68 Spreading the word - 70 Let’s get connected - 72 Brand Ambassador - 76 Conversation with Ciara - 80 Offline Media Presence - 82 Ciara Collaborates - 84 Let’s pop up! - 86 The Press Release - 88 What the future holds- 90 Critical Path - 92 Appendix - 94 Image Referencing. 102
Introduction A brief between Fashion Marketing and Branding and Fashion design has had the task of developing a brand from a simple idea and sketch. This Assignment involves strategic, integrated and creative marketing and promotion solution to meet our designer’s vision and bring to life a designer brand. Fashion Designers had a key input ensuring us what the brand is like and how we should portray it. From this, the brand ‘Ciara Can’ was born.
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Methdology Primary research that was conducted was an Instagram poll. This survey reached 101 responses and was available for 24 hours. There was a total of 4 quantitative questions that was asked all being yes or no. The questions were centered around their opinions on feminism, celebrity brand endorsements, and ideas on pop up shops. Overall this gave a good insight in deciding if the communication plan method would be effective and successful. Positives of this research were that it reached a wide audience of both female and males making the results very varied and clear. However, limitations of this survey were that it was only yes or no questions making the answers potentially biased from the people who took the survey. Making the insight not as helpful as a more qualitative survey. The results are still valid enough to make a good assumption of if our communication plan, and if it will be interesting for our consumer.
Secondary Research allowed us to analyse the market the brand was looking to launch in and see what our target consumer is desiring currently. From this, we were able to choose a path for our brand that would make us successful with our target audience millennials.
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Section one: Brand Outline
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Where it all Started....... Our story first took place when the creator found inspiration looking close to home. After a family member expressed to her that he wouldn’t marry a woman who couldn’t cook made her think of the development of women over the past 6 decades.
Ciara Can looks at the different roles a woman has been known for in history. This inspired Ciara to develop a brand that would showcase powerful outrageous clothing with a feminine touch. From researching sexist adverts, it was always found that women would be wearing long boring dresses and men wearing dominant powerful suits. This first inspired the creator to make a line that would swap roles so that women are shows as equals and just as much the boss.
“I Would never marry a women who couldn’t cook”.
Ciara Can is high-end womenswear brand that has been founded on celebrating women and not being a feminist. We want to celebrate how far the gender has come over the years but not preach who’s the better sex.
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Who we are.... Mission Our mission is to create feminine statement pieces that are sure to cause some attention.
Vision We aim to be an influence, a friend to our consumers and a voice for women.
Essence We seek to bring out your inner you.
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What We Stand For Our Manifesto We seek to bring out your inner you. Enticing you to try our outrageous designs that ensure that you will be the centre of attention.
Personality Confident Playful Unique Positive 16
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What Makes
Us Different?
USP Here at Ciara Can we want to be the biggest womenswear only retailer in the UK! Producing high-quality pieces with designs that are too far fetched for the high street could ever handle. Every piece showcasing unique patterns, symbolism, and deconstruction to make sure your outfit won’t be missed by anyone. For us producing unique garments isn’t a maybe it’s a must! Knowing that you will take on the day with Ciara by your side is a fact that today will be great.
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What Ciara Values! Ethical Being ethical and sustainable is what we believe is our duty. Using ethically sourced materials in our garments and ensuring our products are being made fairly to guarantee the manufacturers are protected. We believe in equality, fairness and what is right for our planet.
Creative Expression Creative expression is at the core of our heart, it allows our consumers to connect to our brand story and our designs. Our garments express feelings and thoughts that are too difficult or too big to put into words.
FUN As the old saying goes girls just want to have fun and here at Ciara, we are no exception! With our designs showcasing a ray of colours and prints is just a snippet of our soul and what we value. Ciara Can believes in colourful preppy clothing to bring a touch of fun to any occasion while also adding a bit of excitement to your wardrobe.
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Tone Of Voice Inviting Here at Ciara Can we work hard to create an inclusive environment for our customers; with their interests and desires at the forefront of our brand. We want Ciara Can to make people feel that they can come to us at any time. Inviting everyone into our family.
Vibrant Being vibrant and lively is just who Ciara is. We want our consumers to be connected to our colourful nature when wearing Ciara Can. Feeling not only warm on the inside but shine on the outside.
Inspiring As we are founded from the inspiration of women’s progression in society. It’s important for us here at Ciara to display engaging content not only through our fashion but our social media and blog. As our tagline states “Be bold, Be Unique, Be You”. We want this message to always be remembered by the consumer throughout their everyday lives, empowering them to move forward.
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CC
Aa
Ciara Can
Jander Elegant
Used For Titles and Logo
Ciara Can
Choosing a brand logo is crucial to the brand's identity and uniqueness. It is what consumers recognise first about a brand and what they remember the most. The main logo consists of two capital C’s which stand for the name ‘Ciara Can’. The reasoning behind the letters not only is to shorten the name but to make the brand bold and easily recognised for our consumers. We then have in the middle of the logo a cut through, this has been done so we could place the whole brand name in the centre of the big letters. Having the whole brand name placed in the centre of the logo has been created to show how bold and powerful the name is. It is making sure consumers look at it and are not confused about who we are.
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Aa
Abril FatFace Used For Body text
Logo and Typography
Ciara’s Colour’s These colour’s represent our vibrant personality. Making every woman who wears them feel confident and empowered Pantone 191 C
Pantone 7423 C
Pantone 7681 C
Pantone 115 C
Ciara x
Ciara Can has four primary colours that reflect the brand. The use of the pink and the purple transcends femininity to our consumers, while yellow and blue are used as bold statement colours that are attractive and unique to the eye. The colours will not only be considered for designs but for also use in the logo, social media and campaigns Ciara Can will produce.
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Why Ciara Can? The name Ciara Can was chosen to symbolise that anything is possible. With the use of the word ‘Can’ the brand shows to the consumer that they are able to do anything. Our brand brings hope and empowerment from our story which is why the name chosen had to be significant and powerful as the message we are trying to prevail. The use of alliteration makes it easily remembered and recognised for customers, as well as incorporating the designers name helps bring heritage of where the brand began.
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Section Two: Market Analysis
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Feminsim in the UK Women in Britain have come a long way in previous decades, seeing the rise of suffragettes, equal pay and even recently a female prime minister. It has been stated that ‘1 in 5 women believe being called a feminist is an insult’. This may be due to the negative persona the word has had behind it. There is an indication that women do not reject the meaning behind being a feminist but just the term. In today’s society that ‘54 percent of women are shown at a disadvantage of promotion against a man in the UK’. So, what this entails that women still are fighting the gender battle in 2019 for equal rights. The growing number of celebrities endorsing the feminist movement at events, in campaigns, and on social media prove its relevance’s and trend in the UK currently.
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luxury womenswear The luxury sector plays a huge part in the UK economy. Currently the sector is continually growing and is looking to be worth £50bn at the end of this year according Euromonitor. That is over 2% of the whole country’s GDP. This shows a huge increase in consumers wants and desires of luxury goods and services. This could be related to the increase in consumer spending and disposable income over the past 5 years. The UK appears well situated to continue its growth within the luxury sector as the category expands globally.
Affecting Ciara Evaluating the current market and opinion of consumers at present show good indication for Ciara Can to be launched as a luxury womenswear brand with strong feminine values. Keeping up with the trend and market will be something we have to monitor to ensure we are always current and not missing out on how the market changes.
Market Overview
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Political
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Economical
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Social
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Technological
Factors With the UK Economy being less than 6 months away from being out of the EU, it’s not a surprise that there are worry and threat to the fashion industry. This is due to the big majority of fashion companies relying on international trade and distribution. There are various scenarios for how Brexit will plan out for fashion companies in the UK. 'Hard Brexit’ where existing trade deals disappear, and designers, retailers, and manufacturers would have to pay to trade within Europe. Or free trade agreements where corporations will make deals with two countries to reduce trade barriers, quotas and tariffs in return of trading goods and services with each other. Either case what is known for sure “The price of selling and importing clothing will go up” (Lim 2019, chief executive of analyst Retail Economics). Meaning the fashion industry will take a hit in the UK may never be the same again.
The UK has recovered since the financial crisis in 2016 Brexit announcement, however, growth remains sluggish and has depended on getting more people into work rather than rising productivity (Financial Times, 2019). Currently, UK consumer spending has increased 339082 GBP Million in the first quarter of 2019 from 336990 GBP Million in the fourth quarter of 2018 (Trading Economics, 2019). This shows strong potential for Ciara Can to be successful as they sit within the luxury womenswear market, which is notable dependent on high consumer spending, so with a stronger financial UK, this is more reachable for the brand.
Ciara Can is a womenswear brand meaning it is affected by various several social factors. A huge positive is that women are named the biggest shopping spenders in the UK. The Womenswear market grew by 3.2 percent to 28.4 billion in 2017 and is expected to grow by 14 percent between 2018 and 2022 (Mintel,2018). Mintel also forecasted that British women will spend 29.4 billion pounds at the end of 2019 showing an increase in womenswear industry making Ciara Can desirable for its consumers.
In the age of living on our phones Its not a shock to know that social media and e-commerce sales are at an all-time high. 70% of the UK population has a form of social media account (Avocado special, 2019). E-commerce Shopping is storming the nation with every brand and business now having an online facility for their customers to use to purchase goods. This is shocking due to the fact “87% of UK retail purchases made online” at the end of 2018.
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Impact on Ciara
Political
Economical
Ciara Can needs to be mindful and anticipate the future of the economy in the UK. Looking at the future of Brexit Ciara will need to consider how to price their garments in coloration to the pricing of distributing and manufacturing the products.
Seeing the positive consumer spend shows hope for us as a brand to excel in the luxury womenswear industry with millennials. We have as a brand stay hopeful that the consumer spending continues to excel as this could hurt us if not.
Social
Technological
Ciara Can specifically target audience be women aged 23-29-year olds meaning they are categorised as millennials. Millennials in the UK are the largest segment in employment, this shows that they could have the most disposable income. The positive impact for Ciara Can is it is priced in the luxury range may be best suited for them. As well as the living standard is developing everyday meaning people have a higher demand for quality products.
This is an insight for Ciara Can as they are seeing they are having to keep up with the new digital age. Ensuring the consumer has the accessibility and variety they are looking for. With consumers having more choice than ever before its important brands such as Ciara Can spend time producing innovative and connecting content. This is to keep their customers wanting more. Without the impact for the business, in the long run, will be detrimental to their sales.
Factors and Impacts on Ciara
Macro Trends: Athena Women The modern woman is an individual. She’s not a girly girl, not a mom and certainly not a housekeeper. In terms of income, power, and status, she is increasingly man’s equal. (LSN: Global, 2013). The Athena women macro trend is all about showing women as the boss. From looking at past decades women’s roles in societies have changed drastically. Women once being stereotyped as the 'housewife' and the 'stay at home mum'. Now have become the head of the house and breadwinner. This trend breaks any opinions of women being inferior showing light on the progression of females in society.
Various factors are driving the trend for the rise of women such as ‘feminist resistance’, birth control and education. Once seen as a bad thing feminism is back and doesn’t look like it is leaving any time soon. Women are now not only seen protesting in the streets but also online making sure that they are heard and not ignored. This has had a huge impact on the rise of feminism and helps increase the following. Birth control and education for women in the UK has changed dramatically once being non-existent for women to now women politicians and birth control is free for everyone in the UK. These factors are not only driving the trend but shaping the society for women in the UK today.
“Meet the modern woman. Educated. Affluent. Confident. Optimistic. She will rise to the top of her company or start her own. With her busy lifestyle, she’s looking for services that boost her fitness and well-being. She wants property and luxury goods. She won’t be patronised. She is The Athena.” LSN:GLOBAL 2013
The Future for this trend is anticipated by LSN: Global to be the new age of ‘Re-quilibrium’. Meaning there will be a blur between what is expected from each sex , and be a new liege on life where men and women are completely the same. Traditions on masculinity and femininity are challenged everyday meaning the derogatory terms are expected to be completely gone in the future. The next generation will adjust to the new world and the expectation of what’s expected of men and women will be no more. Athena women will cease to exist because everyone will be the same. Ciara Can is this trend, Ciara is the modern-day Athena. She aims to be the new goddess to her consumers and wants to empower every female to be her true self. This trend is currently driving the womenswear market as females are looking to buy more clothing that makes them look and feel powerful and confident. Showing great potential for Ciara Can powerful suiting collection and colour scheme.
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Micro Trends: Personality Brands A micro trend that has been affecting various company’s is “Personality Brand”. This means brands create a persona or a figurehead to connect with consumers and attract them to the brand. It is proven that consumers are more likely to bond with a character or persona than just a company page. The use of a character becomes something a consumer can listen and believe in against a cooperate brand message. Giving a brand a life allows them to stand out over competitors and becomes something a consumer can look to and rely on.
Drivers for the trend are Personality stores and mascots. A clear example of a personality brand is 'Compare The Market.com'. There use of meerkats to promote the brand and their offers make them not only memorable but stand out from the average car insurance company. The future of this trend is seeing more brands adapt to developing a persona as consumers are desiring more from brands with their being so much choice on the market.
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We as a brand have adopted this trend by using the designers first name to create a person called “Ciara”. We have done this as we want our consumers to believe in us and go to us and what better way to do that by creating a fictional persona. We believe by creating ‘Ciara’ we will become more known and connected with our consumers. Ciara will be the poster girl for the brand and our other platforms such as the blog.
Hey its Ciara!
Brands, retailers and marketers are embracing fictional characters and personae to sell brands and help them better connect with consumers. LSN:Global, 2012
Micro Trends: Bullying Backlash Over the years with the uprise of social media, it is apparent that cyberbullying has become an epidemic with Gen Z and Millennials. This has mainly been targeted at peoples flaws and appearance through Instagram and Twitter. From this brands now look to inspiring consumers to love themselves and to put a stop to the hate. LSN Global stated that over “59% of teens have been harassed or bullied online”. This micro trend is not only current in the fashion industry but also the beauty industry.
As a brand, we follow the bullying backlash trend as we want our consumers to love themselves and each other. Our tag line “Be bold, be unique, be you”, promotes self-love. It encourages our customers when wearing Ciara, it's okay to be different and unique to everyone else. We also adapt to this trend by offering support for our consumers on ‘Ciara Talks’. The blog is designed as a comforting voice for consumers. In an age of self-hate, the brand looks to give a helping hand.
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“With cyberbullying becoming an epidemic, brands are empowering young people to use their online presence to reclaim so-called flaws and rise above online trolls.” LSN;GLOBAL 2018
Strengths
Weaknesses
Distinctive Style: Colours, Checks and Deconstruction methods help keep Ciara unique from competitors -Personality Brand: creating ‘Ciara’ as the spokesperson for the brand allows are consumers to feel more intrigued and connected to us. Strong Values: being a womenswear only brand which values the progression and empowerment of women can make us seem appealing to certain types of consumers. With us having a great story to believe in makes us a brand to be watched.
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Only targeting a certain demographic: with Ciara only selling clothing for one sex and a particular consumer it may leave the brand undesirable. This could leave us missing a opportunity that our competitors can gain. Limited product range:Being a new company and luxury priced and we aren’t looking to offer a lot of range to our consumers just yet. This could be a weakness for us as a brand as we could be seen as limited leaving our consumers disinterested to what we have coming in the future.
Opportunities
Threats
Collaborations: - collaborating with celebrities and influencers who support our values and essence will highlight us as a brand. It’s important for us at Ciara to not only enlighten but to inspire utilising these platforms could be a great advantage.
Copycat Brands: - we have a unique style with a luxury price tag so it’s hard to think that copycat retailers would be an issue. However, with the likes of Topshop and Urban Outfitters being renowned on most high streets in the UK and fitting more millennials price range it could be seen as a threat if they are producing similar products to Us.
Sponsorships:-This is a great opportunity as a new brand. With being a brand with a strong message it’s a great chance to work with organisations and events to help bring more attention to us. New range: offering a wider selection of clothing that different to anything in the market for womenswear.
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Fast Fashion:- Although we at Ciara create items that are durable and luxury, we are aware our millennial consumers care lots about fast fashion. They are always onto the next thing at their best price. Meaning we have to be conscious that we have a high price label we may not always be consumers first or 4 best choice when wanting clothing
Strong brand ethic’s
Ciara Can
Niche
Popular
This positioning map looks at brands popularity against how strong their values. The values that are being incorporated in the map are feminism, sustainability if they are ethical and child labor. Using these axis helps us establish how Ciara Can fits in the world of luxury, and who are our primary and secondary competitors. On the map, Ciara has been placed more into the niche category as it is a less known luxury brand against the likes of Gucci and Dior. It is also placed quite high in the ‘strong brand values’ axis. This is showing that our values on women’s empowerment and rights have left us high against niche competitors. Ciara Can sit in quite a good category as the lack of brands next to it shows us that we are quite innovative in this sector. Although against brands like Gucci and Stella McCartney we still fall short of being known by a wide audience.
Limited brand ethics 44
Brand Positioning
Competitors USP....... USP.......
‘Our clothing embodies girlish charm, while also a rebellious spirit that is as feminist as it is feminine’.
Online Presence
Demographics.... Our target demographic is women aged 25-35
1.8 K
179 K
1.5 K
Ciara Can takes inspiration and has several qualities similar to the designer. Both Brands sit in the luxury womenswear market and use feminine colours and powerful styles to attract standout women. However, the use of deconstruction methods and check print of Ciara Can differ from the girlish charm vibe Molly Goddard showcases in her designs. There is a potential threat for Ciara Can with the designers work as the brand sets to have her range showcased in Dover Street. Displaying that Ciara Can may be reflected as too similar and not as noticeable.
100%
Distinctive figure tailoring, showcasing clashing prints on classic looks.
Demographics.... Online Presence 75%
30.9 K
25%
864 K
149 K
Our target demographic predominantly male aged 25- 34 with a high disposable income.
Ciara Can sees Thom Browne as an inspiration and a competitor. Valuing his modern takes on suiting portraying powerful tailoring for both sexes. However, showing similarities in both pricing markets and use of check could show Ciara in serious competition with the consumer. However predominately Thom Browne aims to target high-class men against Ciara Can who only targets women. Ultimately being notorious in America and having such a big following could still be a threat when competing in the luxury market.
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Consumer Analysis
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THE ‘Born to Stand Out’
Always the life of the party and enjoys socialising. Currently she is in her Mid-20’s living in London with a big job in PR and a passion for fashion. This female knows her style and is wanting to be ahead of anyone with trends, especially her friends and enemies. This consumer lives to be known and stands out from the crowd. Huge disposable income and enjoys sending it in the high-end fashion industry. This consumer will use Ciara to stay current with new fashion trend’s however she may not be concerned with our brand message or values.
THE ‘Activist’
This female is in her Late 20’s with a house potentially single as dating isn’t her priority. She’s a vegan and a lover of the environment. Enjoys protesting and spreading positivity and happiness to everyone she comes across. She likes powerful outfits but doesn’t shop at many retailers, only ones she believes in. Her disposable income isn’t high but she is a conscious spender so she will spend on a brand she truly likes. More interested in Ciara cans women empowerment message and story then the fashion the brand is producing. However is still has interest in the choice of colours and femininity.
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THE ‘Experimental’
Ciara’s Crew
The Experimental 30%
Born to Stand Out 50%
The Activist 20% She’s Early Twenties and a fashion intern in London. Her loves include makeup, nails and spiritual holidays. Loves to try new things especially in the world of fashion and beauty. She doesn’t have a high disposable income, but she does get lots of money from her family. Big believer in women empowerment and loves Ciara for having a powerful message. Using us a way to experiment with new fashion that she potentially hasn’t tried before.
Our consumers are divided into these three different segments to show the diverseness of the person we are appealing to at Ciara Can. The ‘Born to stand out’ category is shown as our main consumer with a 50% percentage, as we believe her disposable income and love for standing out will make her our perfect customer. However we think the ‘Experimental’ and ‘Activist’ will also be keen to shop with us. As our fashion and brand message will appeal to both types of consumer as-well. 53
Section Three: Routes to Market
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Why this collection Here at Ciara, we are developing our pricing architecture as we grow to keep our consumers enticed and invested. This is why we are going into the ‘tailored suits’ category as they are a huge symbol of empowerment for womenswear. Currently, tailored suiting is a big trend in the fashion industry, showing as a huge trend for S/S 2019 in vogue. A strong amount of sales and google search engines also back this trend up as “searches for suits have surged by 23 percent in the last three months” (Independent,2019). With this collection, we wanted to incorporate our signature look of bright bold colours and eye-catching checks. That's why we have created a collection showcasing different types of styles and colours. This fits well in the current market as research shows “pink and bright among the most common search terms, reflecting a unilateral craving for suits that are vivid and vibrant”. This is why we believe the new ‘Bold Babes’ collection range will huge for new and existing consumers.
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Range Development ‘Bold Babes’ Collection
‘Boss of the House’
‘We Dont Need A Hero’
BOLD BABES is our new female dominance range. We are introducing 5 bold unique styles to our consumers as eternal pieces for their wardrobe. Each co-ord has a name and a story incorporating even more of our personality into our looks. We are individually pricing each item to offer the customer a choice of purchasing a piece or the whole look. In these five different looks, we are offering a wide array of colours, prints, designs, and checks to suit each person. We are also showcasing how to wear the look, so consumers need to look no further for clothing inspiration. We are pricing each piece around the same price bracket which is explained on the next page.
‘I wear the trousers’ £1300
£1600
£1800
‘Perfectly Suited’ £1800
‘‘Check You Out’’ £1200
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Pricing Architecture From calculating costing of materials and products needed for the garments it was found that manufacturing for each piece ranged from £60 -£100 for single pieces of clothing in the new ‘Bold Babes’ range (Appendix). Showing how profitable it will be for Ciara Can to operate in the luxury womenswear market. As the manufacturing costs aren’t very high this will allow us as a brand to use higher quality and more ethical materials in our clothing. From analysing our market overview, it was found that consumer spending is at high showing great predictions for our line. However, with the national impact of Brexit found that the clothing industry will take a hit and will have to increase clothing prices to keep up with the inflation of manufacturing costs .
Our Pricing will start as low as £350 and will vary up to £700 for a single piece or a full set Coord £1800. From this example, the Crop top is shown to be the cheapest item as it contains the cheapest material and the more expensive item is the trousers. For selling online there will be no added retailer distributor price, however, when selling in our physical space there will be an increase.
‘Perfectly Suited’ (3 Piece separate pieces)
Blue Print Bralet £350
Ruched Pink checked Blazer £700
Checked Flared Trousers £750
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Online
Market Routes
Here at Ciara, we want to be accessible for our consumer 24/7 that’s why we have our online website. Our website will be there so our consumers can purchase whenever it suits their lifestyle. As well as that we will have our different social media platforms to keep connected and always fresh in their mind. Our Instagram and Facebook are our main way of displaying the latest designs and our inspiration. We can document each step of the process and look back on how to improve for the future. However, our twitter will be the media we can personally talk to consumers. We can find out their views and opinion of us and what they think we could do better. By being online we can potentially reach a wider audience as we are limited to a physical space. Therefore, we will need to ensure we are consistent and user-friendly.
Offline Ciara Can will also have a physical space, this is so consumers are able to see the clothing for themselves and be able to witness the uniqueness and quality firsthand. It is essential that we have some form of space as research states “Consumers seek an experimental interaction, seeing a product online isn’t enough” (WGSN 2018). We plan on selling Ciara Can in the multibrand retailer ‘Dover Street Market’. We believe this is the perfect location for us as we will stand next to other luxury brands who are our price point. Being in this space as well gives us the best chance of reaching our target consumer as you would need a high disposable income to shop in Dover Street.
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Pop- Ups will also be used to communicate to the public our new range, this is explored more in the next few pages in our communication plan.
Section Four: Ciara’s Communication
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Come see our plans for the next 12 months!
Connect With Ciara! During our first-year communication plan, we will use different channels to effectively involve and reach our current and new consumers. Over the next 12 months we hope to use different exciting tatics and produce a ton of engaging content to get a lot of hype prior to our new range launch. We hope by running a pop-up alongside a campaign will bring the most success and recognition for our brand. We also will use our social media and website highly through this year to keep our consumers interested and up to date. Feedback from our consumers on our new range, pop-up, and the new blog will crucial for us in deciding where to take Ciara Can in the future.
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Stage 1:- A Brand Blog and Campaign.
#CiaraTalks A campaign will be stage one for our 12-month plan. By creating an inclusive campaign allows us to grab attention and great awareness for our upcoming plans instantly. Our campaign will be featured online and offline media and is centring around our communication plan the new “Ciara Talks” Blog. The blog will be an additional feature that will be available on both our Website and App. The blog has been designed to be by women, for women. Our main purpose is to be a friend and guide for our consumers. It has been created as a forum for females to be able to read and post content. Ciara Can was founded on looking at women’s change over the decades, so 'Ciara Talks' will be a blog that is a documentation of this happening in everyday life. Whether on a local or global scale everything will be recognised and praised. We want to showcase progression for women in the world and what a better way than to hear it from influencers, celebrities, politicians, activists and even YOU. We aim to inspire and educate our consumers. We have high hopes for the success of this as creating a survey it was found discovered “67% of people are interested in fashion brand blogs”. (Appendix 1)
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Campaign Poster
Stronger together! Welcome to our new forum dedicated to women by women. #CiaraTalks
Be Bold, Be Unique,Be You. Ciara x
Stage 2:- The Use Of Media And Influencer.
Stronger Together! #CiaraTalks Ciara Can
Spreading the Word!
Home Shop Our Story Ciara Talks Ciara Can
Home Shop
Click Now
Click Now
Ciara Can Website will promote collections, express our personality visually and convey our brand story. We aim to create inspiring visuals on Instagram to encourage women to become more daring and dominant in how they dress. Showing that fashion is not just clothing but their armour for taking on the day
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Let’s Get Connected!
Instagram is one of the platforms we will use to boast awareness of what’s to come and create hype for our consumers. From our extensive research it is shown that 69% of UK consumers are now on a form of social media. As well as Instagram be found to be a platform that has grew in success from more influencers, activist, businesses and people being on it than ever before. In our posts we want to convey our inspiration, message and our upcoming developments. Each post will be written in the ‘Ciara’ persona, so our consumers feel more connected and that they are talking to a friend than a bestie. We want to encourage commentary and sharing to increase the chance of awareness and to get good insight from our followers. By use creating the hashtag for the ‘Ciara Talks’ campaign were confident it will be spread further across Instagram and will draw in more messages and conversation by potential new customers. For our communication plan to be successful it will be vital for social media to draw attention and create a hype. Bellow are posts that are already on our social and the dates they were uploaded.
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May 2019
June 2019 January 2020
March 2019
January 2019
November 2019
September 2019
July 2019
Brand Ambassador: Miley Cyrus. A big part of our year's communication plan is to incorporate a brand ambassador who can promote and join the 'Ciara Talks' campaign and blog. We decided as a whole to choose an A-Lister who is renowned in not only the fashion world but in the feminist community. Our new ambassador is the one and only Miley Cyrus. Miley is not only known for her controversy but her bold powerful views, especially on feminism and women’s progression. Cyrus has a huge following on social media and has worked closely with organisations, who support women. She has also spoke at several events such as the women’s rights march in LA 2017. As well as being dedicated to the largest women’s organisation in the nation “YWCA”.
Our plan for Miley is to not only promote the blog but to be our first ever post when it launches on in April. By her doing this it will not only create hype for our brand but our new forum with our consumers. Miley can demonstrate the benefits and the content our viewers can expect to see from us. We will also make sure the ambassador will be present at our pre-launch Pop-Up. Our aim is for her to have a chance to speak to consumers and convey our powerful brand message. Miley Cyrus has a full circle of being loved and disliked from the public.
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"I feel like I'm one of the biggest feminists in the world because I tell women to not be scared of anything," Miley Cyrus
YouTube
12,421,398 subscribers Facebook is going to be incorporated into our ‘Ciara Talks’ campaign as we currently already have this platform set up. Through Facebook, we will be able to post and document the progress of the campaign and the event. Through the use of buttons on Facebook such as the like, comment and emoji responses we can monitor peoples opinions. As well as what is working and well. Facebook is the biggest social media platform so by us utilizing this tool it enables us to promote and respond quickly to the user.
Youtube is going to be a completely new platform for Cara Can, as currently, we do not have an official account. However, due to our brand ambassador being Miley Cyrus this gives us a great chance to utilize herself and her huge following. Our current aim for Miley is to post around 2-3 videos explaining her new role at Ciara, her interests in the brand and to encourage as many people to attend our pop up. We will measure the success of youtube through how many people click like and comment they want to attend.
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Conversations with Ciara (“Ciara Talks”Blog)
Ciara Can
Ciara Talks x All Posts Todays Events
Go Girl Contact Ciara Welcome to the Ciara Community x Hey gals! Were so glad to finally be up and running and we can’t wait to share all our content with you. Whether you’re here to read or to post we want you to join the Ciara community. Posts will be up every hour from various different people so make sure you have the alerts turned on because you don’t want to miss anything. Ciara x.
Stronger together:- Lets make a better tomorrow x Click on this tab to stay current of the ladies are fighting the fight for us ladies. Having regular updates on a local and national scale so we are all tuned and connected. Ciara x
Interview with our brand new ambassador x Finally uploaded our interview with our one and only new brand ambassador; Miley Cyrus. Click here to here the latest lowdown on her thoughts and views and why she cant wait to be apart of the Ciara Family <3. Ciara x
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Online
Offline
Glamour
Dazed and Confused
08/03/2020
Stronger together! Welcome to our new forum dedicated to women by women. #CiaraTalks
Be Bold, Be Unique,Be You. Ciara x
Using platforms such as ‘Daze and Confused’ and ‘Glamour’ are the perfect way to spread our current campaign. These publications were chosen because of there huge impact on our 21- 29-year-old target audience, and are extremely relevant to the ‘Born to stand out’ and ‘Experimental’ consumer. As well as being in the UK top 50 magazines. Advertisements in these magazines will allow us to write detailed press releases for what we are doing in our campaign, popup and new Blog. In these magazines, we will be highlighted against other huge fashion players showing our relevance in the current market.
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Offline Media Coverage
Stronger Together! â&#x20AC;&#x2DC;CiaraTalksâ&#x20AC;&#x2122;
08/03/2020
Ciara Collaborates
Stage 3:- The Pop-up event and collaboration.
Our pop-up on the 8th of March has been chosen to be in Trafalgar Square. This is due to its footfall being very high and also collaborating with current events that will also be taking place on the International women's day. The events that have happened in previous years include marches, speeches from politicians and influencers. By merging the two we can see how Ciara Can will be a success and will surely receive a lot of attention. Our event is mainly about spreading brand awareness for us as a brand and our new social platform; the Ciara talks blog. We hope by showcasing it to a huge amount of women, it will help us receive new consumers. Who may not be enticed by our clothing but who like our brand and want to be apart of our Ciara Community.
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Let’s Pop Up! Our pop-up has not only been created to discuss our blog but also to offer our consumers an immersive experience. Making there time with Ciara Can unforgettable. From surveying with our 100 participants we were able to see that 60% of our consumers would be keen to visit a brand pop- up shop. As our pop-up is in the middle of Trafalgar square it doesn’t allow us to sell our garments. However, it does present an opportunity to show our new range on Mankins and models and inform our consumers where they can buy it online or in store. We won’t have an interior at the event as it will be outside. However to create an immersive experience we can create a temporary runway where our consumers can see how we model the different range pieces. Giving them a truer taste of our range than from looking online.
We will monitor our overall success of the event and campaign through the amount of reshares of the hashtag, likes and follows and participants on the new blog Ciara Can social media account. Although the best insight will be to see if there’s a boost in current and new clothing sales. From this, we can make an accurate decision of what the future of Ciara Can is.
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Here are three pieces of promotion on our media platforms to showcase the event. These posts illustrate where and when the event is. As well showing insight into why the event is happening. Our consumers can feel connected and intrigued to come and see what we will be doing with our pop-up.
Promotion Of Event
Ciara Can Launches New ‘Bold Babes’ range and ‘Ciara Talks’ Campaign.
The Press Release
January 18th, 2020 Luxury feminine womenswear brand Ciara Can are excited to announce their upcoming campaign #CiaraTalks in aid of their brand-new blog. This brand first discovered last year has become a luxury necessity for any women’s wardrobe who is looking to stand out and not blend in with everyday clothing normalities. The brand adores the use of bold colours, powerful quotes and feminine checks. As a part of their campaign they will be offering an inclusive event which is a pop-up fashion show. This Pop-up will be held on 8th of March 2020 in London Trafalgar square and also has significant value of being international women’s day. At the event they will not only be talking about their new blog but showcasing their brand-new range ‘Bold Babes’. Their will not be an opportunity to purchase at the event but will have models showcasing the range on the runway. To add to the excitement, it has been announced that A-Lister ‘Miley Cyrus’ will be the brands new and first ever brand ambassador. Miley herself will be present at the event to talk about her views on the brand and her exactment of being the first blog post. Ciara Can will be collaborating with the team at international women’s day who already have plans for speeches and influencers to be in Trafalgar square celebrating the day. Being only a one-year old company, the brand has already found success being stocked in highly renowned luxury retailer Dover Street Market. “The success we have already had with Ciara has been amazing and we can’t wait to do this immersive event for all our fans. Ciara has and always will be a brand that is a friend to its consumers, wanting them to always feel the most confident and comfortable in our designs. We have exciting things coming up with our #CiaraTalks Campaign over this next year and we can’t wait to share it will you all!” Jessica Bak- CEO of Ciara Can. With this new campaign and clothing range the brand desires to interest new and current consumers to the world that is being unique and standing out with their fashion. The hope to deliver the same experience not only at the event but on their social media and website. For more information please visit: Contact Person: Vicky Douglas Email: marketingandmedia@CiaraCan.com
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Whatâ&#x20AC;&#x2122;s the Future Hold.... After the 12-month communication plan, we will review how successful the whole year is and work out what is the most appropriate move for us as a brand. Currently, we are selling in Dover Street Hay market in London. However, Dover Street Market is a multinational chain being seen in countries such as New York and Japan. This something we can definitely see in the future as we aim to expand to be sold internationally than just in the UK. If the global luxury market continues to grow, with consumers spending leaning towards long-lasting luxury products. Then we can see an increase in demand for Ciara Can to be in many countries around the world. For us, at Ciara, that is something we can't wait for. Making sure we are encouraging every consumer to be bold, unique and most importantly themselves.
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Critical Path Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Social Media Posts #CiaraTalks Campaign Launch Miley Cyrus Brand Ambassor Facebook Pop-Up event made Ambassador Coverage Magazine Coverage Press Release launched Release of â&#x20AC;&#x2DC;Bold Babes Rangeâ&#x20AC;&#x2122; Launch of Ciara Talks Blog Review and strategies future
The critical path reveals what will be implemented through the next 12 months. Showing when it will happen and how long for.
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Appendix 1: Instagram Poll
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Appendix 2: Pinterest Boards
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Tailored Trousers
Blazer pricing product
Bralet pricing product
Appendix 2: Pricing Architecture
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Appendix 3: Photo Shoot
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Photographer: Ciara Pontin Model:-Emmy Eves
Image References Ava Feuer,(2006) Feminist Art (ONLINE) Available at: https://www.refinery29.com/en-us/fight-negativity-scenerio-tips. (Accessed May 2019)
Chrissy MTSugarr,(n,d) Lips and Nail (Online) Available at: https://www.pinterest.co.uk/ pin/423760646184942023/?lp=true (Accessed May 2019) Sandy Ley, (2017) Jeans (ONLINE) Available at: https://www.pinterest.co.uk/ pin/504966176960764302/?lp=true (Accessed May 2019) fltrgirl,(2019) Girl Quotes (ONLINE) Available at: https://www.pinterest.at/ pin/280630620515135045/?lp=true (Accessed May 2019) Julie Johnson (2019) Man Sketch (ONLINE) Available at: https://juliejohnsonart.com/home. html (Accessed May 2019) Unknown,(2019) Sabrina Sketch (ONLINE) Available at: https://www.pinterest.co.uk/ pin/793478028078961168/ (Accessed May 2019) Angelina Lee, (2018) Teach Girls (ONLINE) Available: hotsta.net/angelinaxlee (Accessed May 2019) Madi Traughber, (n,d) Best Friends (ONLINE) Available at: https://www.pinterest.co.uk/maditraughber/ (Accessed May 2019) Brianne Howey, (2019) International Womens Day (ONLINE) Available at: https://twitter. com/Brianne_Howey/status/1104172896119738369/photo/1 (Accessed May 2019) Sonya Renee, (2018) Limitless (ONLINE) Available at: https://www.interest.pics/render/ pins/698269117199230511/bf650 (Accessed May 2019) Lyme Bay Hair, (2019) Girl Squad (ONLINE) Available at: https://www.instagram.com/p/ BWYCj6KDd3y/?taken-by=lymebayhairandhenna (Accessed May 2019) Unknown ,(2019) Quote (ONLINE) Available at: https://me.me/i/the-rise-of-women-doesnot-mean-the-fall-of-8004455 (Accessed May 2019) Marek Kupec, (2019) Athena Tattoo (ONLINE) Available at: https://www.pinterest.co.uk/ kupec1423/ (Accessed May 2019) Jenny Holzer, (2019) Art Condoms (ONLINE) Available at: https://projects.jennyholzer. com/ (Accessed May 2019)
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Bando,(n,d) Be You, Not Them (ONLINE) Available at: https://www.pinterest.co.uk/ pin/218495019404843642/?lp=true (Accessed May 2019) Vicky Douglas (2019) Ciara Can Logo (figure) Vicky Douglas (2019) Ciara Can Postioning Map (Figure) Facebook(n,d) Facebook Logo (ONLINE) Available at: https://www.facebook.com/ (Accessed May 2019) Twitter(n,d) Twitter Logo (ONLINE) Available at: https://twitter.com/?lang=en-gb (Accessed May 2019) Instagram (n,d) Instagram (ONLINE) Available at: https://www.instagram.com/ (Accessed May 2019) Molly Goddard (2019) Runway dress (ONLINE) Available at: https://mollygoddard.com/ (Accessed May 2019) Thom Browne (2019) London Fashion Week (ONLINE) Available at: https://www.thombrowne. com/uk/ (Accessed May 2019) Vicky Douglas(2019) Born to stand out and the activist consumer profile. (Figure.) Vicky Douglas(2019) Ciaras Crew and the experimental consumer.( Figure.) Ciara Pontin (2019) Check Based text (Figure) Petra Erikssons (2019) Bold Girl (ONLINE) Available at: https://www.handsomefrank.com/ illustrators/petra-eriksson Ciara Pontin (2019) Designs for range (Digital image) Unknown (n,d) Open Sign (ONLINE) Available at: https://www.pinterest.co.uk/nmalinka3183/ (Accessed May 2019) Manoa (n,d) Feminist Quote (ONLINE) Available at: https://www.pinterest.co.uk/manoanicholson/ (Accessed May 2019) Partes (2019) Couple (ONLINE) Available at: https://www.pinterest.co.uk/carfblanco/ (Accessed May 2019) Apple (n,d) Mac Pro (ONLINE) Available at: https://www.apple.com/ (Accessed May 2019) Apple (n,d) Ipad (ONLINE) Available at: https://www.apple.com/ (Accessed May 2019) Unknown (n,d) Speech bubble (ONLINE) Available at: https://dlpng.com/?pageNo=28312 (Accessed May 2019) Rachel Posner (2019) Girls (ONLINE) Available at: https://www.pinterest.co.uk/pin/552535448 029739027/?lp=true (Accessed May 2019) @Miley Cyrus Instagram (2019) Met Gala (ONLINE) Available at: https://www.instagram.com/ mileycyrus/?hl=en (Accessed May 2019) @MileyCyrus Instagram(2019) Evening Out (ONLINE) Available at: https://www.instagram. com/mileycyrus/?hl=en (Accessed May 2019)
@MileyCyrus Instagram (2019) Beach Vibes (ONLINE) Available at: https://www.instagram.com/mileycyrus/?hl=en (Accessed May 2019) @MileyCyrus Instagram (2019) Tv Interview (ONLINE) Available at: https://www.instagram.com/mileycyrus/?hl=en (Accessed May 2019) Isobel (2019) Feminst Art (ONLINE) Available at: https://www.pinterest.co.uk/byisabel/ (Accessed May 2019) o
Unknown (n,d) Women empowerment sign (ONLINE) Available at: https://www.pinterest.co.uk/pin/793478028078191478/ (Acceessed May 2019) Petra Eriksson (2019) Golden Hour (ONLINE) Available at: https://www.pinterest.co.uk/ pin/437412182557331658/?lp=true (Accessed May 2019) S.R. Meha (2019) International Womens day (ONLINE\) Available at: https://www.pinterest.jp/pin/377598750006338014/?lp=true (Accessed May 2018) Unknown (n,p) Trafalgar Square London (ONLINE) Available at: https://www.london.gov. uk/about-us/our-building-and-squares/trafalgar-square (Accessed May 2019) @sublinhando Instagram (2019) Girl Pic (ONLINE) Available at: https://www.instagram. com/p/BZma22xlClR/ (Accessed May 2019) @sublinhando Instagram (2019) Girl (ONLINE) Avalable at: https://www.instagram.com/p/Bcnd4ZSFDj5/. (Accessed May 2019) Unknown (n,p) Girl Drinking (ONLINE) Available at: https://www.pinterest.co.uk/ pin/793478028079022633/ (Accessed May 2019).