131 – Fashion Promotion Zoe Walker
Marketing Techniques Retail marketplaces, apps and social media channels are the main forces in retail, offering increased convenience, a personalised offer and often a more bespoke edit for the customer. With a new generation of fashion businesses coming of age, retailers can’t afford to ignore them, and will have to evolve and adapt into entities that can service and sell to an increasingly fragmented customer base.
Marketing Techniques Visual Merchandising Visual Merchandising is an opportunity for retailers and brands to capture a customers attention. To gain the interest of a person who would be unlikely to stop and look at a shop and to encourage them to browse followed by a purchase. Visual merchandising is a silent selling technique and a profession of developing the floor plans and window displays in order to maximise sales. A brands goods are displayed to highlight their features and benefits, the purpose of visual merchandising is to attract, engage and motivate. Visual merchandising commonly occurs in retail spaces such as retail stores and trade shows.
This Visual merchandising example uses bold colours and striking textures to initially capture a consumers attention. The display translates an A/W theme due to the use of autumnal colours and the likeness to the elemental trend of A/W because of the derelict background effect. The clothing also shows this as the models are wearing boots. This is mostly likely to target an afflunt customer as it I simple yet effective and very sophisticated.
Primary Imagery Topshop Mannequins, Liverpool
American Apparel Shop Windows, Liverpool
Resurrection Display, Liverpool
River Island Mannequin Displays, Liverpool
Marketing Techniques Celebrity Endorsement Celebrity Endorsement is a form of advertising for brands which involves celebrities using their social status to help promote products. Brands use celebrity endorsers in hope that the positive images of the celebrity endorser will also be passed on to the products or the brand image associated with the celebrities. Celebrities have mass communication skills which can attract people's attention and is helpful in reaching a wider audience to raise awareness towards a certain campaign, therefore encouraging more people to shop with the brand that they are linked to.
Celebrity Endorsement
This celebrity endorsement for River Island has used Rihanna to create a limited edition range for the brand. People who follow Rihanna are more likely to look in River Island to purchase her range, especially as River Island is a high street brand, so it will also be affordable. Also Rihanna has been ranked as the worlds most marketable celebrity. Once customers are in store or online, they will continue to shop the normal River Island range and are then likely to return to the store in the future.
Primary Imagery
Jennifer Lawrence advertising Dior Billboard poster, Liverpool 1
Marketing Techniques Social Media Social Media channels such as Facebook, Twitter and Instagram help brands market to a range of people, including potential customers, potential employees, journalists, bloggers and the general public. More and more people are online now, brands need to have a social presence to be able to compete with new upcoming brands and to be able to reach all potential customers.
Social Media, in this case Instagram has been used by Christopher Kane as a form of marketing, usually brands use social media to encourage viral marketing. Here the brand is able to post about campaigns, merchandising, illustrations, products and promotional videos. It allows the customer to be involved with the brand by following and using hashtags. This type of marketing is mostly aimed at a younger generation as they have the greatest online presence, however the social channel is becoming more broadly used.
Marketing Techniques Packaging Packaging’s primary purpose is to enclose the products and keep it protected from leaving the store until the customer returns home. However, packaging can also be used as a form of marketing as the brand can print their logo or imagery on carrier bags, swing tags, hangers ect‌ This could work as brand recognition with customers as if they someone else with the brands bag, it may encourage them to go and look in the store or online when they are home, therefore encouraging purchases.
This is an example from Saint Laurent (Paris)’s packaging. All the packaging is consistent in colour, font and theme so that it is easily recognisable with customers. This packaging is clean cut and simple as this brand is already well established, therefore doesn’t need to be over the top, it is also likely to target a more affluent customer due to the smart monochromatic theme.
Primary Imagery
Dior, Liverpool
Miss Selfridge, Liverpool
Viktor & Rolf, Liverpool
Guerrilla Marketing Guerrilla Marketing is an advertising strategy that focuses on low cost unconventional marketing tactics that yield the maximum results. This type of advertising is likely to target a younger audience or a tech savvy customer who is likely to share this ad, making it viral.
This Guerrilla marketing stands on beaches in Brazil and Israel. The beach showers have been designed to look like a giant Sprite dispenser. Place – The showers are placed on beaches in a couple of destinations. The idea being have a refreshing rinse after the beach then have a refreshing beverage, Sprite. Usually there are restaurants or shops on the beach front where people may now decide to purchase a Sprite. Product – The product being advertised is the soda drink Sprite. Sprite is a popular drink and appropriate as a beach side refreshment. Price – Sprite is a cheap, affordable drink suitable for beach side as people don’t often tend to carry lots of money to the beach. Promotion – Promoting drinking Sprite after or whilst at the beach against competing soda drinks.
The Christian Dior store in New York is closed for a re-do and the facade is now a GIANT silver Lady Dior Top Handle Handbag. Place – The bag has been placed outside the store whist they undergo a refurbishment so that the store still looks affluent and aesthetically pleasing to customers despite the scaffolding work. Product - The brand has most likely chosen the bag to hide the building works as it is what Dior is renowned for and encourages interest in the brands bag. Price – The fact that the brand is trying to hide the building works and still wanting to look attractive and stand out shows that it is a high-end affluent brand. Promotion – Although the store is closed it is continuing to promote Dior bags and the brands reputation.
This Guerrilla marketing is inside a shopping centre and intended to be seen from a higher floor. When people look down they see the advert with the dog scratching, the people walking over the advert look like fleas on the dog. This is a clever campaign that is ‘in your face’ and will get people talking and sharing the ad. Place - In a busy shopping centre where it will get a lot of publicity and can be visibly seen. Product – The product being advertised is Flea removal/prevention for dogs. A large percentage of people will own dogs or know people who do so placing the ad in a shopping centre will gain a lot of attention. Price – With being based in a shopping centre selling highstreet brands the product is likely to be affordable Promotion - Helps create awareness of fleas on dogs and offers a solution for the prevention and removal of fleas.
Controversial Advertising Creating an emotional connection is crucial to effective marketing campaigns. One common technique is to arouse the feeling of shock. They evoke emotion in order to create Buzz. This gets more people talking about the brand, provokes interest and encourages purchases. This targets a range of customers depending on the issue raised or the awareness being created but is aimed at all to generate discussion.
Controversial Advertising
This ad is controversial from American Apparel as it shows a young girl virtually naked with her legs open advertising the opening of a new store. Some people may be offended by this image or deem it inappropriate but it will encourage people to talk about the brand and gain them further publicity. On the other hand some customers like the idea of sexualising fashion so will be interested to shop at this brand as it portrays the nature of being bold and outgoing.
This ad is shocking because of the bleeding eye of the woman. It is an animal rights ad that is for the ethical treatment of animals in cosmetics testing. This is a broadly debated issue. The intention is to shock people. People would be outraged if testing products caused this ‘damage’ to humans so why is it ok to happen to animals? This will encourage animal rights activists to purchase such products as they haven’t been tested on animals as well as spreading awareness to others and potentially converting their
Primary Imagery
Controversial imagery printed on shop stairs – American Apparel Liverpool
Crowdsourcing Crowdsourcing is a modern business term coined in 2006. It is defined by obtaining designs or ideas from a large online community of people. Most brands who use this marketing technique, go to their customer to design for them, which means they are more likely to buy the products!
Walker’s Crisps Do us a flavour campaign. Customers were asked to come up with innovative crisps flavours so that the flavour would be released for general sale and to win £1m. The campaign attracted 1.2 million entries and the winner was the BBQ pulled pork. The 2014 campaign came six years after the original version which contributed to an 8.4% hike in value sales of the brand.
Viral Marketing Viral marketing is when something spreads (like a virus) extremely quickly between people, mainly taking place online. This became more popular in 2005 onwards when YouTube was invented. “1m Hits for UK Release” – Demand IT / Paranormal Activity The film Paranormal Activity and their advertising partners Demand IT used the social media scene to create a buzz about the new release. The social campaign needed one million hits to launch a showing to a limited audience across a select number of areas. By creating a demand for a product and inspiring a certain urgency for your audience to know or view more is the secret to their success. Even today after too many sequels of the lowbudget horror, we still admire the curiosity and appeal created by this viral strategy.
Primary Imagery
Liverpool
Consumer Groups #mycalvins campaign (A/W 14/15)
The brand has brought the lines Calvin Klein Jeans and Calvin Klein Underwear together for its global campaign. They have gone back to basics with their promotional imagery, drawing from their 90’s campaign, featuring minimal styling shot in black and white on a grey background. The images feature models Lara Stone and Matt Terry and are shot by Mert Alas and Marcus Piggott.
This brand has drawn on their two most iconic pieces and brought them together for the #mycalvins campaign to reach a wide customer base. The campaign style may appeal to a customer who remembers the brands 90’s campaign and likes their staple pieces as well as a younger audience who will think the campaign style is modern and on trend because of the younger models.
#mycalvins campaign Calvin Klein also extended their successful social campaign. The successful social media campaign featuring the hashtag #mycalvins launched in February 2014 and encouraged influencers to share photos of themselves wearing the companies underwear. The engagement generated a reported six million fans, reaching over 200 million of them from more than 23 countries. It will now be broadened to include photos of people sporting Calvin Klein jeans. Celebrity is the biggest campaign trend for this season. Calvin Klein has extended their campaign for S/S 15 by fronting their ads with Justin Bieber and Lara Stone. The print ads and video have helped gain 3.5 million followers across social media channels. Other campaign imagery includes the likes of Kendall Jenner who is also promoting using the hashtag on her own Instagram. The ads hashtag will feature significantly on print, digital, and outdoor advertising in addition to in-store hang tags and at point of sale. The campaign is set to expand with the call of action: “Put it on. Take it off. Show yours. #mycalvins�
Social media hashtags will get recognition across many platforms and are usually intended to go viral, again they will probably appeal to a younger customer who are more inclined to be tech savvy. It’s status will also be boosted with the celebrity endorsement from some of the most current marketable celebrities, as their fans will want to wear and own something their idol does. It is a genderless hashtag and encourages involvement from everyone. However it has mostly attracted the buff body secure and gym enthusiasts who want to flaunt their body. Linking to the brand mantra.
A lot of the attention for this campaign is thanks to the controversy surrounding the campaign, such as Bieber’s reportedly photoshopped ‘assets’.
#mycalvins campaign A brand as big as Calvin Klein don’t really need an ad agency as they are already well known enough and have customers waiting for their next campaign and collection.
This shows the different type of female customer that River Island target. It also further breaks down other interests that these girls may have. Smart casual, Glam, Edgy and Pretty. WE DRESS UP‌ WE DRESS DOWN
This shows the different type of male customer that River Island target. It also further breaks down other interests that these guys may have. Smart casual, Contemporary, Effortless and Stylish. WE DRESS UP…WE DRESS DOWN
This shows the different type of Child customer that River Island target, or target to the parents. Pretty, Fun, Fashionable, Cool and Modern. WE DRESS UP‌ WE DRESS DOWN
This shows all the channels that River Island use to connect with their customers. These channels range from in store and online shopping to social media platforms that help them to promote to and inspire their customers. This will appeal to a wide customer base as they stick to traditional methods such as shopping in store and online as well as a younger generation who will have a greater social media presence.
Sibling is a trend campaign that River Island have launched again, this time focusing on womenswear.
This campaign has used a range of marketing platforms to advertise this trend, such as; look book, hashtag, promotional video, success of the trend previously and celebrities wearing the trend.
The campaign describes the qualities of the trend as ‘carefree, happy vibe’. Looking at River Islands customers, this trend could be suitable for the Festival Girl or even the Everyday Girl as the trend is pretty yet edgy.. The brands customer base is mainly set to a younger audience. The hashtag will encourage social media interaction with the intention of going viral. The promotional video is also relevant to todays youth culture as the girl can be seen with friends and taking selfies. The full video can be found on YouTube with links from the River island website as well as short clips on Instagram.
Brand Research – Derelict Youth
Brand Research – Derelict Youth see file
Derelict Youth Campaign Derelict Youth is a new upcoming contour fashion brand. Based in Britain, with stores across the country, and the intention of branching out internationally when set-up online. The brand is available in a wide range of sizes in all products as Derelict Youth promotes body positivity and self confidence. We target most of our products at 18-30 year old females, but we are not exclusive to this age range and are inclusive to all. The brand is about day and night and the transitions of contour fashion based on the Nocturne trend. We offer lingerie, swimwear and sleepwear, as well as accompanying accessories. Our aim is to create a personalised experience for our customers by creating a better and more comfortable fit with our in store fitting services available free of charge. We want our customers to feel beautiful, intimate, confident, sexy, youthful and like a real woman and part of a community whilst shopping with us. Our brand style is bittersweet, we are rebellious, urban, mysterious, dark, melancholy and beautiful. “Let us see that natural darkness is one half of a human life, one half of life on earth, one half of each of us.� We see the beauty in everything, even the derelict. Our vibe is care-free, outgoing and edgy and always fashionable.
Derelict Youth Campaign – Customer Profile
Derelict Youth Campaign – Customer Profile
Derelict Youth Campaign – Customer Profile
Derelict Youth Campaign – Customer Profile
Derelict Youth Campaign – Product
Derelict Youth is a Contour Fashion brand. We will sell Lingerie, Swimwear, Sleepwear and accompanying accessories. Lingerie – Our lingerie will be suitable for all occasions, for day and night. We offer relaxed and pretty pieces as well as sexy and mysterious pieces, but we can always guarantee you will be comfy with our in store free fitting service leaving you feeling confident. Be Mysterious. Be Rebellious. Be Confident. Swimwear – We offer a range of swimwear for everyone. Whether you’re after a classic cut bikini and costume or something more daring, you will always be beach ready! Be Youthful. Be Relaxed. Be Carefree. Sleepwear – Show your natural darkness as you transition into your night time beauty. We offer a range of styles and cuts to ensure there is something for everyone. Be Intimate. Be Dark. Be Beautiful. Accessories – We will also sell accompanying accessories such as eye masks, slippers, dressing gowns for the bed room and beach towels, bags and sunglasses for the beach.
Derelict Youth Campaign – Place
Derelict Youth is a British brand and will have three flagship stores across the country. These will be located in major shopping cities; London, Birmingham and Manchester. We will also have an online store that can deliver across all of the UK. Once the brand is up and running we will open stores across Europe in major cities such as; Paris, Barcelona, Milan, Amsterdam and Copenhagen. Then slowly venture across to the US and worldwide. The website will also be broadened and available for delivery world wide.
Derelict Youth Campaign – Price
Derelict Youth is a high-end, high-street store offering affordable quality products. Our price range on average falls between ÂŁ25-70 per product. We believe that this in an affordable price for every day and night essential of high quality and good fit. Our brand targets 18-30 year old women so we want to be inclusive of all so that nobody is excluded as a result of price as many of our targeted customers will be students with a lower disposable income.
Derelict Youth Campaign – Promotion
Derelict Youth is set to launch for Spring/Summer 17 in the run up to the launch I will use a range of marketing techniques to promote the brand: Present 16 Social Media - Starting with Instagram as the main platform as well as a Facebook and Twitter October 16 Industry Event – Invite members of the fashion industry, celebrities and bloggers to a grungy London bar November 16 Press Pack – This will be sent to bloggers and industry members January 17 Magazine ad and Poster – An ad campaign poster will be published in a magazine and on small billboards March 17: Consumer Launch and Website – Grand opening of London Store with Celebrity endorser Rihanna
Derelict Youth Campaign – Promotion
Social Media: @derelicty0uth
Social Media is one of the largest platforms for promotion as it reaches a range of consumers and can be shared by thousands in seconds. Although more popular with a younger generation social media is an ever growing platform that reaches people of all ages. This is a perfect platform for Derelict Youth as it is targeted to 18-30 year olds but not exclusive of anyone. I will start my promotion with social media as early adopters will discover the brand and start to share the page to generate interest amongst others. https://www.instagram.com/derelicty0uth/
Derelict Youth Campaign – Promotion Industry Event In October 2016, Derelict Youth will hold an industry event at a Bar in London. The whole of the bar is to be hired out for industry experts and fashion bloggers as well as 10 competition winners that will be held on Instagram nearer the event time. The purpose of this is to create awareness and build interest in the brand ready for when it launches. It may also encourage coverage from industry members and bloggers on their own pages.
Derelict Youth Campaign – Promotion Press Pack
After the industry event a press pack will be sent out to all attendees plus other socialites. The press pack will contain, swing tag, poster ad, business card and an invitation to our grand opening.
Derelict Youth Campaign – Promotion Magazine and Poster ad
In January 17 the ad will be released in major cities and feature in some magazines such as Cosmopolitan, Hello and Elle. This is so that it reaches my target consumer as such magazines are read by students or younger generations who enjoy celebrity gossip ect‌
Derelict Youth Campaign – Promotion
Consumer Launch and Website
http://zoewalker97.wix.com/derelictyouth
Derelict Youth Campaign – Photoshoot planning
Derelict Youth Campaign – Photoshoot
Derelict Youth Campaign – Press Pack
See the BEAUTY I everything, even the DERELICT
Derelict Youth will debut in Spring/Summer 17 with the grand opening of it’s London Store in March 2017. World’s most marketable celebrity, Rihanna will attend the event and open the store as the brands endorser. All three stores will open on the second Saturday in march at 10am. The first 100 customers will receive a special gift and meet and greet with Rihanna. There will also be special offers on for the first month of opening based on tiered spending that can be seen on the Derelict Youth website. About Derelict Youth: Derelict Youth is a new upcoming contour fashion brand. Based in Britain, with stores across the country, and the intention of branching out internationally when set-up online. The brand is available in a wide range of sizes in all products as Derelict Youth promotes body positivity and self confidence. We target most of our products at 18-30 year old females, but we are not exclusive to this age range and are inclusive to all. The brand is about day and night and the transitions of contour fashion based on the Nocturne trend. We offer lingerie, swimwear and sleepwear, as well as accompanying accessories. Our aim is to create a personalised experience for our customers by creating a better and more comfortable fit with our in store fitting services available free of charge. We want our customers to feel beautiful, intimate, confident, sexy, youthful and like a real woman and part of a community whilst shopping with us. Our brand style is bittersweet, we are rebellious, urban, mysterious, dark, melancholy and beautiful. “Let us see that natural darkness is one half of a human life, one half of life on earth, one half of each of us.” We see the beauty in everything, even the derelict. Our vibe is care-free, outgoing and edgy and always fashionable.