2. Objectives:
• Position the MsShe brand
• Create print ad concept
• Create a shooting board for a 10 second
commercial
• Advise MsShe on how to expand
internationally
3. 5 Steps
Problem: Ordinary women’s clothing brands do not take the care to combine
high quality materials with figure complimenting designs
Solution: MsShe, first in women's plus size fashion
Benefit: Fashion that fits you. Style that stands out… Always.
How it works:
1. Designed specifically to comfortably compliment your full figure
2. Every item hand inspected to insure quality
3. Perfect-fit every time with our unique online fitting system
Don’t Worry: Good value never goes out of style. We guarantee it with every
purchase.
4. The first in women’s plus size fashion
Fashion that fits you. Style that stands out… Always.
In today’s plus size fashion industry, ordinary
women’s clothing brands do not take the care to
combine high quality materials with figure
complimenting designs for their customers. MsShe
is the only women’s plus size clothing brand that
allows you to be beautiful, fashionable and
comfortable at the same time. Our clothes are
designed specifically to compliment your full figure
and give you that perfect-fit every time with our
unique online fitting system. Above all else, we
hand inspect every item to insure quality. Good
value never goes out of style. We guarantee it with
every purchase.
5. Promises
1. MsShe makes you feel stress free; that’s because we do the trying on for you.
2. MsShe restores positive energy into your life; that’s because our clothes flatter
your body and mind.
3. MsShe gives you courage to shop online again; that’s because our clothing is
custom to every part of your body.
4. MsShe allows you to treat yourself; that’s because our high quality clothing is
designed with your wants in mind.
5. MsShe gives you fashion that fits and style that stands out; that's because our
expert designers make the clothing specifically to form fit your full figure creating
a complimenting look.
6. MsShe helps redefine the meaning of quality; that's because our superior
products are made from only the finest materials and are thoroughly examined
for flaws by our professional quality assurance team.
7. MsShe offers that tailor specific fit from the comfort of your home; that's
because the exact dimensions of our products are listed on our website.
6. Positioning Statement & 3 T’s
“Fashion that fits you. Style that stands out… always.”
• Tangible benefit: Our clothes allow you to be beautiful,
comfortable and fashionable at the same time.
• Truth: Our clothes are made only from the finest fabrics and
materials. Online we offer the exact measurements of each
article of clothing to insure the perfect fit. Each week we
launch at least 16 new products so you are always in style.
• That’s me: “I want to feel beautiful and fashionable without
having to sacrifice quality and comfort no matter what size I
am.”
7. Strategic Brief
• Target audience: Our target audience is plus size women
between the ages of 25-40. Specifically women who have
good paying jobs and can afford high end clothing.
• Key Insight: “I want my clothes to make me look beautiful
and feel confident however; most plus size clothes are not
stylish and don’t fit me very well”
• Strategy:
1. Launch a new campaign with the working slogan
“Fashion that fits. Style you deserve.”
2. This campaign will include print ads, a 10 second TV
commercial and a WeChat media plan
3. WeChat media plan: Every Monday morning an
affirmation quote will be sent out to each MsShe WeChat
subscriber. This will coincide with the already existing daily
WeChat messages that talk about new products.
8. Strategic Brief
• Positioning: Fashion that fits you. Style that stands
out…always.
• Support for Positioning:
Tangible Benefit: Our clothes allow you to be beautiful,
comfortable and fashionable at the same time.
Truth: Our clothes are made only of the finest fabrics and
materials. Online we offer the exact measurements of each
article of clothing to insure the perfect fit. Each week we
launch at least 16 new products so you are always in style.
That’s Me: “I want to feel beautiful and fashionable
without having to sacrifice quality and comfort, no matter
what size I am.”
• Tone and Manner: The tone of this campaign should be
empowering; it should be conveyed in a manner that leaves
the customer feeling beautiful and confident.
9.
10. The first in women’s plus size clothing
Woman VO: Fashion that fits you.
Woman VO: MsShe, the first in
women’s plus size clothing
11. Woman VO: Style that stands out…
Always.
Woman VO: Visit MsShe.com today
to explore your style options.
MsShe.com
MsShe
Fashion that fits. Style you deserve.
13. Strategic Brief for International Market
• Target audience: Our target audience is plus size
women between the ages of 25-40 in the international
market. Specifically women who have good paying jobs
and can afford high end clothing in other countries.
• Key Insight: “I want my clothes to make me look
beautiful and feel confident however; most plus size
clothes are not stylish and don’t fit me very well”
• Strategy:
1. Adjust website content to Western culture. This will
include models, sizes and descriptions of the clothing.
2. Use print ads and TV ads that have high viewership
for the target audience. Ex) HGTV, Lifetime, Home and
Goods magazine etc.
3. Social media plan utilizing Facebook, LinkedIn,
Instagram and email.
14. Strategic Brief for International Market
• Positioning: Fashion that fits you. Style that stands
out….always.
• Support for Positioning:
Tangible Benefit: Our clothes allow you to be beautiful,
comfortable and fashionable at the same time.
Truth: Our clothes are made only of the finest fabrics
and materials. Online we offer the exact measurements
of each article of clothing to ensure the perfect fit. Each
week we launch at least 16 new products so you are
always in style.
That’s Me: “I want to feel beautiful and fashionable
without having to sacrifice quality and comfort, no matter
what size I am.”
• Tone and Manner: The tone of this campaign should be
empowering; it should be conveyed in a manner that
leaves the customer feeling beautiful and confident.
15. Overall:
• Hire a person whose first language is English to
ensure perfect copy. There can be no translation.
• Extensive research through triads to outline target
audience’s needs in other countries
1. Diversify the models by race and body shape
2. Open up a headquarters in Europe or North
America with English speaking customer service (the
native language of the country you are expanding to is a
necessity)
3. Adjust sizes to fit what women consider XL in
the international market
16.
17.
18. SIZE L XL 2XL 3XL 4XL 5XL 6XL
MsShe - 80 84 88 92 96 100
USA 89 94 99 106 - - -
Europe 89 94 98 107 - - -
Size comparison of waist in cm
19. • Edit descriptions and copy (don’t use the words fat and
plump)
• Exchange RMB to U.S. Dollars
• Amazon is our Taobao, extremely useful and reliable,
instant borrowed equity
• Sell items from own website, limit variables
• “About Me” bio for company and founders
• Hire an English (native language) speaking social media
manager to oversee Facebook, Instagram and LinkedIn
MsShe website and E-commerce sites:
20.
21. Timing
Daily
Theme(s): Content Title
Target Primary
Audience Author Platforms:
Supporting
Media (Video,
podcasts, etc.)
Week 1
Weekly Themes: Introduction, Affirmation, New Products and Celebrity Endorsements
Sunday, Introduction
Introducing
Ms She to
international
markets Females 25-40
Social
Media
Manger
Facebook,
LinkedIn,
Instagram
MsShe.com -
About us
Monday, Affirmation
Words of
Wisdom from
Ms She Females 25-35
Social
Media
Manger
Instagram,
Email
Tuesday,
Celebrity
Endorsement
(Insert
Celebrity
Hear) wears
Ms She at
(Insert Event
here) Females 25-40
Social
Media
Manger
Facebook,
Linkedin,
Instagram
Photo of
Celebrity
wearing Ms She
Wednesday, New Products
Check out our
new releases Females 25-40
Social
Media
Manger
Facebook,
Instagram,
Email
MsShe.com -
New Releases
Thursday, Affirmation
Words of
Wisdom from
Ms She Females 25-40
Social
Media
Manger
Instagram,
Email
Friday, New Products
Incase you
missed our
weekly
releases Females 25-40
Social
Media
Manger
Facebook,
Instagram,
Email
MsShe.com-
New Releases
Here)
