1
SEASON TWO.
CREATIVE BRAND STRATEGY DOCUMENT.
RENAE WEST UNIT: PR+SOCIAL MEDIA
2
TABLE OF CONTENTS ALEXANDER WANG SW OT..........................................20 ALEXANDER WANG X H&M SEASON 2 VISION STATEMENT...............3 H&M BRAND
SW OT....................................................................21
CONCEPT.....................................................................................4 ALEXANDER WANG X H&M SEASON 2 SW OT..........22
BRAND IDENTITY: ALEXANDER WANG .................................................5 AMBASSADORS...........................................................23 BRAND IDENTITY: H&M............................................................................6 ACTION PLAN...............................................................26 BRAND IDENTITY:ALEXANDER WANG X H&M SEASON 2....................7 ALEXANDER WANG X H&M SEASON 2 RATIONALE.27 AUDIENCE: ALEXANDER WANG..............................................................8 AUDIENCE: H&M........................................................................................9
ALEXANDER WANG X H&M SEASON 2 PROMOTING THE FILM...28
AUDIENCE: ALEXANDER WANG X H&M..................................................10
PRESS RELEASE.........................................................31
BRAND EXPRESSION: ALEXANDER WANG............................................11
ALEXANDER WANG X H&M: FASHION FILM.............32
BRAND EXPRESSION: H&M.....................................................................12
BIBLIOGRAPHY............................................................30
ALEXANDER WANG SOCIAL MEDIA MARKETING TRENDS...................13 ALEXANDER WANG 360° MARKETING ANALYSIS..................................14
H&M SOCIAL MEDIA MARKETING TRENDS............................................15 H&M 360° MARKETING ANALYSIS...........................................................16 ALEXANDER WANG CURRENT MARKETING.........................................17 H&M CURRENT MARKETING...................................................................18 ALEXANDER WANG X H&M SEASON 2 FUTURE MARKETING ANALYSIS.. 19
ALEXANDER WANG X H&M SEASON 2: VISION STATEMENT
The Alexander wang x H&M vision statement is to create high quality fashion that is exclusive, long-lasting, strongminded and innovative for women who want to feel empowered and sexy. H&M share a value-driven way of working centred around the customer, as well as innovation and creativity being promoted through the diversity of their company. coupled with Alexander Wang’s vision, which is to “rethink the familiar” (Lau, 2009) and “invariably infusing it with newfound cool” (Lau, 2009), Alexander Wang x H&M: Season 2 ill offer women the perfect balance between sexy and comfort. Alexander Wang will push H&M into an avenue where they will newly be considered as a strong and individual brand without completely losing their purpose; making great designs that are accessible to everyone.
Blue Title : Alexander Wang x H&M: Season 2
3
BRAND CONCEPT
4
SEASON 2 HAS ARRIVED.
â–¸
Blue Title : Alexander Wang x H&M: Season 2
H&M is very different in comparison to Alexander Wang; H&M is affordable, and suitable to style everyone, where as Wang is monochromatic and strong minded, which are values that will be added to the brand H&M; making it more sexy, edgy and slightly Avant-garde; collaborating requires two different backgrounds to come together.
BRAND IDENTITY: ALEXANDER WANG
5
PHYSIQUE.
RELATIONSHIP.
REFLECTION.
High Quality, sexy, sportswear, American apparel, monochromatic
Power, strong, good quality, innovation
Urban chic, sexy, strong powerful
Black Title: Alexander Wang
PERSONALITY. Chic, sporty, trendy, fashionable, strong minded
CULTURE.
SELF-IMAGE.
American, international
Unique, stylish, powerful, sexy
BRAND IDENTITY H&M
6
PHYSIQUE.
REFLECTION.
RELATIONSHIP.
High quality fashion, longlasting design
Suitable for everyone, style
Good quality, Trendy, affordable prices fashionable, young, tip-todate
Red Title: H&M
PERSONALITY.
CULTURE. European (Norwegian), international, exclusion
SELF-IMAGE. Stylish, exclusive, unique
BRAND IDENTITY ALEXANDER WANG X H&M: SEASON 2
7
PHYSIQUE.
RELATIONSHIP.
REFLECTION .
High quality fashion, longlasting design, sexy, sporty, American apparel monochromatic
Good quality, affordable prices, power, strong innovation
Strong, powerful, urban chic, sexy
PERSONALITY.
CULTURE.
SELF-IMAGE.
Trendy, fashionable, young, chic, sporty, strong-minded
International
Stylish, exclusive, unique, sexy, powerful
Blue Title : Alexander Wang x H&M: Season 2
AUDIENCE: ALEXANDER WANG
8
Youthful, Sporty, Urban Chic, Fashion Forward, Mixture of smart and relaxed with edgy details, Strong Minded, Social Consumer
In regards to Alexander Wang’s consumers, they do not necessarily change however, as the seasons go on Wang being the designer he is, which is someone who loves to innovate, offers his consumers a new youthful and edgy look. His consumers are individuals who want to look "fashion forward" (autumn lily west, 2018)as well as remain within the street style vibe which is something Wang offers to them.
Black Title: Alexander Wang
AUDIENCE: H&M
9 Passionate about life, Ambitious and Motivated, Fashionable, Enjoys the Finer Things in Life Without Breaking the Budget
H&M is offering high fashion at low prices, typically targeting “working class, lower middle class and students, targeting people between the ages of 15-30 years old, commonly known as generation Y, ambitious with high buying power.� (Delirium, 2018). They are fashionable consumers whose shopping as a social activity providing pleasure in their daily lives. They buy clothes each season, want to follow trends and are very up-to-date.
Red Title: H&M
AUDIENCE: ALEXANDER WANG X H&M: SEASON 2
In regards to the audience for the Alexander Wang x H&M: Season 2 collection, the audience will be women aged between 18-28 who are seeking to gain more confidence in the clothes that they wear. The audience for this collaboration is a mixture between the two brands. A woman who has a high buying power, coupled with being fashion forward and staying up to date with the latest trends
Blue Title : Alexander Wang x H&M: Season 2
10
BRAND EXPRESSION: ALEXANDER WANG
ALAELXEAXNADNEDRERWWANAGNG ALEXANDER WANG
11
Font: Impact
Brand Colours: Grey, Black, White, Beige
Black Title: Alexander Wang
Alexander Wang’s Instagram page includes images that are more gritty and urban. Some images could be considered to be quite comical. for example, ‘House Rules: Wang Society’- a piece of woven cloth explaining the rules of working for Alexander Wang. The video used on one of his social media pages was a partnership with Pepsi and this also shows how fun Alexander Wang as a brand can be.
BRAND EXPRESSION: H&M
12
Font: Bespoke Sans Serif
Brand Colours: Black, grey, white and red
Red Title: H&M
Social media is a quick and easy way of expressing a brands personality to its audience. The images that are posted on their Instagram are vivid in colour and laid back as well as conveying a sense of naturalness to its audience, thus appearing to be a brand that is friendly and easy to like. It is also believed that H&M is also a playful brand which can be seen in their Instagram post which involve two dogs, to help promote their halloween dog range.
ALEXANDER WANG SOCIAL MEDIA MARKETING TRENDS
13
Instagram appears to be Wang’s main form of communication with his consumers as it includes a lot of editorial images as well as videos in a way of promoting a new collection.
Wang’s Facebook tends to follow the same trend as its Instagram page. It follows the same layout which creates continuity within the brands social media pages as a whole. However, something that the brand lacks in terms of marketing, is the ability to quick shop with the social media pages. It would be beneficial for consumers to be able to click on the image to then be taken to the buying page which is something that other brands have started doing. Black Title: Alexander Wang
ALEXANDER WANG 360° MARKETING ANALYSIS
Alexander Wang’s stores in New York, London and Hong Kong continue to fit his monochromatic theme, thus a form of marketing his brand. There is a consistent tone throughout his stores and social media. It’s all very clean yet it still has an edge to it which translates in his designs.
Black Title: Alexander Wang
14
Alexander Wang’s main form of marketing to his audience is through using social media. Everyone has some form of a social media account, so it makes sense to utilise that platform as he has a lot of young buyers, thus reaching out to them in a much quicker and efficient way.
H&M SOCIAL MEDIA MARKETING TRENDS
15
H&M have a strong Instagram marketing strategy. It’s well known that when an outfit is posted on Instagram, there tends to be comments from consumers asking for the product code. Instead of replying individually to everyone, they place the product codes of the garments within the images, in the caption of the image thus making it a lot easier for consumers to gain access to the products.
Their Facebook page contains more images than videos in comparison to Instagram. That is most likely due to the fact that people look at videos more so on Instagram as it is something that is quick to appear on their social feed. However their images contain a ‘click for details’ button which then take you to the website for direct sale.
Red Title: H&M
H&M 360° MARKETING ANALYSIS
H&M create a very fun and energetic vibe within their stores around the world. It screams something that is fun (through the use of fairly lights and some of the colours used in the garments) however it also has a sophisticated element to it, which almost represents H&N’s buyers.
16
Another marketing tool that H&M use to their advantage is collaborations. Over the years, they’ve had 17 in total, Karl Lagerfeld to Versace to , and of course Alexander Wang. This really works in their favour as it further promotes their brand and pushes them to new consumers.
ALEXANDER WANG CURRENT MARKETING ANALYSIS #ALEXANDERWANG
#ALEXANDERWANG #ALEXANDERWANG
Alexander Wang could benefit from further marketing for its brand. Yes it receives press from magazines such as Vogue, however it lacks in advertising such as using hashtags other than #AlexanderWang to spread awareness about the brand. Black Title: Alexander Wang
17
H&M CURRENT MARKETING ANALYSIS Their website allows you to select your region. There’s are so many countries to choose from which proves that H&M’s is a massive fashion chain.
H&M is aimed towards men, women and children. In regards to H&M’s marketing strategy, they are a lot more thoughtful in regards to the way they market their products to their consumers. They include a lot of hashtags within their Instagram posts, for example #HMMagazine (more self promotion), #regram, #MyDaymyJacket. Their hashtags appeal to a wide range of people thus reaching out to potential new consumers. They even use emojis such as coloured hearts that are the same colour as the ones used in the garments that are being sold, using the fire emoji which makes their posts more fun and in a way relatable to their younger consumers, as emojis is a way for the generation of today to communicate. Red Title: H&M
18
ALEXANDER WANG X H&M: SEASON 2 FUTURE MARKETING ANALYSIS
19
#AWxHM2 #FIERCE #GRLPWR In regards to the future marketing for this collaboration, the hashtags that will be used is #aw xhm 2, #fierce and #grlpwr. T h e s e hashtags resonate well with the message and vision statement that this collaboration is aiming to get across to their audience. There will be advertising across Twitter, Facebook, Instagram and Snapchat as those 4 media platforms resonate well with consumers of Generation Y as well as Generation Z. With the posts that are posted on Instagram, these will include the new shopping tool which allows consumers to buy straight from the app. It would also be beneficial to have a pop up shop within major cities to help further market and promote the collaboration.
Blue Title : Alexander Wang x H&M: Season 2
ALEXANDER WANG SWOT
20
Strengths:
Expensive
One of Wang´s strengths is the ability to continue to sell to a certain demographic (urban) whilst still being able to grown his brand. Although his brand per say is exclusive, people still but into the brand, proving that Wang´s clothes are demandable. Weaknesses: The brand is quite seclusive which made it hard to gather research. This proves in a way to consumers that Wang is unique in his brand, but it would be really helpful for there to be information accessible to consumers to help them understand the brand more.
Low Quality
High Quality
An opportunity for Wang´s brand is if it covers advertisement, in terms of showing the catwalks and more information surrounding new releases for his garments. Another opportunity for Wang is to take part in more collaborations with other brands. This is another self promotional tool for the brand. Threats: There were allegations made out against Wang in regards to sweatshop workings, which of course would cause a threat to the brand as it makes the consumers question Wang´s motive in regards to his brand, thus a loss of sales take place.
Low Price
Opportunities:
Black Title: Alexander Wang
H&M SWOT
21
Strengths:
A great opportunity for H&M is to improve their E-Commerce platform. H&M are already using this in certain countries. By H&M expanding this ECommerce platform, it will serve a much larger market. This is definitely an opportunity for the brand to expand (Bhasin, 2018) Threats: In regards to competition for H&M, is is expected for them to receive a lot, both locally and globally. This then forces H&M to keep up with to-date trends as well as supplying them to their consumers.
Low Quality
High Quality
Low Price
H&M is dependable on "third party suppliers for its merchandises." (Bhasin, 2018) There are about 800 suppliers for the brands thus meaning H&M has a lower control over the production of their products. Their prices are very affordable to their consumers, however, the quality isn’t the best, therefore effecting the products. Opportunities:
Expensive
H&M has a strong and diverse presence across the globe, with over 4300 stores worldwide. Having a strong global presence minimises business risks. Weaknesses:
Red Title: H&M
ALEXANDER WANG X H&M: SEASON 2 SWOT Strengths: A strength that could be considered for this collaboration is its ability to create garments at an affordable price. This collaboration still consists of exclusivity as well as still attracting new customers which undoubtably helps the growth of each brand. The fact that h&m is the second leader in the global market, and first within the European market, this creates a wider demographic for this collaboration, therefore a broader audience is created.
22
Weaknesses: W e a k n e s s e s t ha t c o u l d b e considered for this collaboration is the merging of ideas i.e, setting to aim their cliental to powerful women. Some women may feel that they cannot buy the collection because the film portrays powerful women and they might not adhere to that. So the message that is trying to come across to the audience might not be received so clearly by everyone.
Opportunities:
Threats:
Opening a pop-up store would be highly beneficial. Yes, the collaboration garments are sold within H&M, however if there was a pop up store, this would be a great way to sell to customers. The pop-up store will allow customers to get a solid feel of two personalities coming together, rather than having a secluded area within H&M’s store. the store could represent both brands through the use of music, layout etc.
Creating a second collaboration can be tricky at times as it is highly anticipated. Some may have very high expectations and when those expectations are not met, reviews are written, therefore creating a lack of sales for the collaboration.
Blue Title : Alexander Wang x H&M: Season 2
AMBASSADORS
23
Instagram : @adwoaaboah Following: 729k
ADWOA ABOAH. Adwoa About captured us when she first appeared on the cover of Vogue Italia back in 2015, and not long after became an activist. After suffering from depression as well as addiction, Aboah established ‘GURLS TALK’, where women can come together and talk freely about issues they’ve faced and support one another. This network helps to support gender equality. Aboah is all about rights for females and empowering them which is why she would be a perfect candidate as an ambassador for the Alexander Wang x H&M: Season 2 collaboration.
AMBASSADORS
24
Instagram: @ caradelevingne Followers: 41.4m
CARA DELEVINGNE. Cara Delevinge was propelled to fame after she was scouted by Burberry’s Christopher Bailey back in 2012, which resulted in her being casted in the company’s Spring/ Summer 2011 campaign. “As women, we have to build each other up, not bring each o t herdown,”(Silverstein,2016) Delevingne told Glamour. “Ever since I started my career modeling, a lot has changed, but t h e r e ’ s s o m u c h t h a t w e h a v e t o do.” (Silverstein, 2016).Delevingne would also be a great ambassador for this collaboration as she cares so much about pushing women into a higher position in comparison to where society place them. Blue Title : Alexander Wang x H&M: Season 2
AMBASSADORS
25 Instagram: @rubyrose Followers: 13.4m
RUBY ROSE. Ruby Rose is an Australian actress who came to attention as a tv presenter on MTV Australia. In 2008, she pursued a career in acting from 2008. “ I'm lucky I can explore… there's something very empowering, strong, and feminist about being open and comfortable in that world.” (Helliger, 2018). Having a female celebrity who is all about empowering, strong and feminist compliments the brand very well.
Blue Title : Alexander Wang x H&M: Season 2
ACTION PLAN
26
After conducting some research it is apparent that both brands are very popular on social media, therefore I have conducted a social media calendar. This social media calendar is very useful as it allows you to set out all your tasks that you would like to be completed. For example planning to use the same image and releasing a piece of the picture each day which will then reveal the whole image. SEASON2
Blue Title : Alexander Wang x H&M: Season 2
27
ALEXANDER WANG X H&M: SEASON 2 RATIONALE
STRONG-MINDED. SEXY. POWERFUL Alexander Wang x H&M: Season 2 will offer women a collection that will blend URBAN CHIC with the ideas of POWER and STRONG-MINDEDNESS. The second collaboration will give women that POWER they seek through the way they dress. It is the perfect blend between SEXY and CASUAL. 3 POWERFUL FEMALE AMBASSADORS will help to drive the idea of STRONG-MINDED FEMALES. The film contributes to Alexander Wang as it reinforces the URBAN CHIC apparel within the brand whilst it adds to H&M, making it slightly more EDGY. Showcased through Instagram, it will engage and link to its audience as that is both brands preferred social media platforms, especially Alexander Wang. You can clearly see this campaign on Instagram.
Blue Title : Alexander Wang x H&M: Season 2
ALEXANDER WANG X H&M: SEASON 2 PROMOTING THE FILM
28
Blue Title : Alexander Wang x H&M: Season 2
ALEXANDER WANG X H&M: SEASON 2 PROMOTING THE FILM
SEASON2
On social media there will be posts of the styling for the shoots as well as a few visuals from the film. One image will be split into 9 (pieces of the) image. Each image will be uploaded each day (a total of 9 days). This will keep the audience and consumers intrigued to see what the full image is. There will also be the use of boomerangs from the film footage. Using boomerang is a fun way to show off a bit of the footage from the film. They’re so quick it just shows enough without having to give away too much. The stills from the films will be advertised on urban undergrounds as well as Piccadilly as it is such a massive tourist area, therefore being seen by everyone.
29
ALEXANDER WANG X H&M: SEASON 2 PROMOTING THE FILM
30
PRESS RELEASE
Contact: Renae West
27th September 2019
31
Phone: 07961763738 Email: westrenae1@gmail.com Alexander Wang x H&M Season 2
Alexander Wang and H&M are back with their second collaboration. A collaboration that is the perfect blend between urban chic, sexiness, and of a casual nature; perfect for their audiences. The season 2 collaboration offers a feeling of power, sexiness and strong-mindedness to their consumers whilst remaining casual. After it’s success in 2014, H&M have decided to reunite again for their ‘Season 2’ campaign, shying slightly away from the more so sport apparel and merging it with a seductive approach. The collection will be available to buy worldwide in all H&M stores. Be sure to look at H&M and Alexander Wang’s social media pages for more info. Renae West ### If you would like more information about this topic, please call Renae West at 07961763738 or email westrenae1@gmail.com.
ALEXANDER WANG X H&M SEASON 2 FILM
32
BIBLIOGRAPHY
33
W Magazine. 2009. All About Alexander Wang. [ONLINE] Available at:https://www.wmagazine.com/story/ alexander-wang. [Accessed 8 December 2018]. Honey Celebrity. 2016. Ruby Rose pulls the lid off her 'very healthy' sex life: 'I'm lucky I can explore. [ONLINE] Available at: https://celebrity.nine.com.au/2017/02/02/07/33/ruby-rose-talks-sex-life-incosmopolitan-cover-story. [Accessed 20 November 2018]. Glamour. 2016. Cara Delevingne: "Women Have to Build Each Other Up, Especially Now". [ONLINE] Available at: https://www.glamour.com/story/cara-delevingne-on-women-empowerment. [Accessed 20 November 2018]. Academia. 2018. Marketing Strategy H&M. [ONLINE] Available at: http://www.academia.edu/12881172/ Marketing_Strategy_H_and_M. [Accessed 22 October 2018]. issuu. 2018. Alexander Wang Brand Audit Report. [ONLINE] Available at: https://issuu.com/autumnlilywest/ docs/brand_audit_indesign_report. [Accessed 31 October 2018]. Racked. 2014. The Alexander Wang x H&M Hype Machine: A Case Study. [ONLINE] Available at: https:// www.racked.com/2014/11/18/7568609/alexander-wang-hm-collaboration-collection-strategy. [Accessed 14 November 2018].
BIBLIOGRAPHY H&M (2018). https://www.instagram.com/p/BqDHUNQguqx/. [image] Available at: https:// www.instagram.com/p/BqDHUNQguqx/ [Accessed 9 Nov. 2018]. Instagram. 2018. HM. [ONLINE] Available at: https://www.instagram.com/p/BpwezJrAG-h/. [Accessed 9 November 2018]. Look. 2017. 5 Times Kim Kardashian Wore Joggers (In A Non Ironic Way). [ONLINE] Available at: https:// www.look.co.uk/news/kim-kardashian-jogging-bottoms-572147. [Accessed 9 November 2018]. Instagram. 2018. Alexander Wang. [ONLINE] Available at: https://www.instagram.com/p/Bo96ci5gsZJ/. [Accessed 9 November 2018]. Instagram. 2018. Alexander Wang. [ONLINE] Available at: https://www.instagram.com/p/BoKIqWxATI4/. [Accessed 9 November 2018]. Instagram. 2018. Alexander Wang. [ONLINE] Available at: https://www.instagram.com/p/Bm1DqJ0g91j/. [Accessed 12 November 2018]. Instagram. 2018. Alexander Wang. [ONLINE] Available at: https://www.instagram.com/alexanderwangny/? hl=en. [Accessed 12 November 2018]. Instagram. 2018. H&M. [ONLINE] Available at: https://www.instagram.com/hm/?hl=en. [Accessed 14 November 2018].
34
BIBLIOGRAPHY
35
Facebook. 2018. Alexander Wang. [ONLINE] Available at: https://www.facebook.com/alexanderwangny/. [Accessed 15 November 2018]. Facebook. 2018. H&M. [ONLINE] Available at: https://en-gb.facebook.com/hm/. [Accessed 15 November 2018]. Alexander Wang. 2018. Alexander Wang. [ONLINE] Available at: https://www.alexanderwang.com/gb. [Accessed 15 November 2018]. H&M. 2018. H&M. [ONLINE] Available at: https://www2.hm.com/en_gb/index.html#modal-1. [Accessed 15 November 2018]. HIGHSNOBIETY. 2017. How Wang used Social Media to Win in Fashion. [ONLINE] Available at: https:// www.highsnobiety.com/2017/09/27/alexander-wang-interview/. [Accessed 30 November 2018]. Style in the City. 2018. Adwoa Aboah. [ONLINE] Available at: http://www.styleofthecitymag.co.uk/globalfashion-icons-convene-event-tackle-stigma-womens-mental-health/adwoa-aboah/. [Accessed 27 November 2018]. Twitter. 2018. Cara Delevingne. [ONLINE] Available at: https://twitter.com/caradelevingne. [Accessed 27 November 2018].