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1 of 11
MEMBERS ONLY
PUT IT ON. MAKE IT HAPPEN.
Repurposing a brand’s heritage through the voices of a new generation
to create a new identity that will never fade.
2. Executive Summary
4. Competitor Marketing
6. Marketing Plan
11. Plan of Action
8. Team Collaboration
3. Current Marketing
5. Customer Objectives
7. Marketing Content
12. Appendix
9. Non-traditional Strategies
EXECUTIVE SUMMARY
The MembersOnly brand that held a high-end reputation in 1980s American fashion is struggling to
expand their brand profile and connect to the modern consumer.Their once iconic racer jacket served as
a symbol of wealth and exclusivity for the fashion clique formerly known as “yuppies.”This group
separated themselves from the streets of culturally rich populations and instead embraced their lifestyles
within well-developed suburban areas acrossAmerica.
The era of exclusivity in fashion has faded over time as labels turn their attention towards diversity
and inclusion within the industry. Brands began to include consumers on a wide spectrum of different
ethnic backgrounds, religions, and body types in their company development and marketing campaigns.
While successful brands further develop their vision and values through inclusive apparel and strong
storytelling, M.O. fell behind due to their brand history lacking a real message outside of exclusivity.
To allow themselves back into the fashion world M.O. will utilize a new marketing strategy to recreate
their brand image.The overarching plan is to extend brand awareness across all platforms to establish a
loyal following who will celebrate the company’s website relaunch alongside the release of their newly
developed app.To maximize the potential reach for new consumers M.O. will collaborate with R&B duo
Silk Sonic.The pair consisting of Bruno Mars and Anderson Paak correlate well with the M.O. brand as
they both pay ode to the classic 80s aesthetic and style while fashionably delivering it to the eye of the
modern consumer.This will present M.O. as a fun-loving brand that allows anyone and everyone to be a
part of this new experience.
To further connect with different market demographics, M.O. will improve social media strategies
through a new influencer program. This will allow smaller content creators to be a part of a larger project
that will create a community within the M.O. company. Not only will this grow their following on social
platforms, but also enforce the brand’s new outlook on allowing anyone to be a part of the M.O. family.
Becoming a more inclusive and entertaining company will gain traction from online shoppers and grant
the company the potential to further push their new image to the top of the fashion world.
CURRENT MARKETING
Strengths
Consistent across all channels
Offers a rewards program to
gain customer loyalty
No customer engagement
Cannot shop within the app
No collaborations with
influencers or celebrities
16.7k Likes
Daily posts
Same branded content featured
on other social media
No customer engagement
Links directly to store website
Minimal information on the
"About" page
2,371 Posts
Frequent posting schedule
featuring apparel from all
across the website.
Social Media
Instagram Facebook
147k Followers
200 points = $10
Only requires an email to sign up
Online Store
Rewards Program
Points are rewarded to website members
by either making purchases or through
other activites such as completing surveys
Collaborations with social media influencers to
expand overall reach
Focus on selling a "lifestyle" than just apparel
alone to engage consumers
Interact and reply to customers online
Invest in paid advertisements on other websites
Improvements
Exclusive posts across platforms
Channel Weaknesses
Strengths
eCommerce
Instagram
Facebook
Overall
• Offers a rewards program
• Multiple collaborations with
Nickelodeon
• Banners featuring new
apparel and deals
• Lack of visual campaigns
• Unclear brand aesthetic
• Too simplistic to seem
appealing to new customer
• 147K followers
• Consistent posting
• Features new apparel as
well as 80s throwbacks
• No interactions with
consumers
• Absence of influencer
collaboration
• Cannot buy product through
the app
• 16.7K likes
• Links directly to website
• Daily posts
• Reposts customer posts on
story
• Absence of brand story
• Same content posted on
other social media
• Minimal information on the
About page
• Makes connection to their
80s heritage through
throwback posts
• Offers deals on ecommerce
• Tries to adapt to modern
trends such as using
nostalgic icons in TV
• Collaborate with influencers
• Create video and photo
campaigns for apparel
• Exclusive posts for each
social platform
• Get on TikTok
• Try to sell a message or
lifestyle than a product
• Connect with customers
COMPETITIVE MARKETING
IZOD ASOS Port Authority
• Popular brand in the 80s
alongside Members Only
• Maintained reputation through
change in apparel and selling
the IZOD lifestyle
• Currently going through a
website rebrand
• Cohesive IG posts
• Distinct market
• Quality products
• Collaborations
with influencers
• Hashtags
• Wholesale
• Leading modern fashion brands
that run primarily through
ecommerce
• Frequent campaigns and new
videos posted on all channels
• Features new and upcoming
influencers in fashion
• Constantly updates the
website and product
• Seasonal sales
• Rewards program
• Text updates
• Diverse models
• Specialty apparel inspired from
marine and naval wear
• Launched in 1994
• Emphasis on comfort and
accessibility
• Highlights their pride in
sourcing materials
without the use of slavery
• Includes menswear,
womenswear, and kid’s
apparel for all seasons
• No social media
• Catered to
families who have
served for the
country
CUSTOMER PERFORMANCE OBJECTIVES
Awareness +
Acquisition:
Retention +
Engagement:
Creating a new and strong
following within various
social media platforms to
establish a newly found
community within the brand.
Having followers invest time
and money into the classic
product assortments which
in turn will allow the
Members Only brand to
expand their product lines
and grow their marketing
campaigns.
Constantly updating feeds
across all channels to keep
the consumers well engaged
and informed of news and
deals. Having exclusive
posts on certain platforms to
keep consumers actively
engaged and constantly
searching for new content.
Participating in new trends
through influencer marketing
to keep a relevant
reputation.
THE OVERVIEW
• Partnership with Silk Sonic:
• Pairing up with Silk Sonic to be the face to the new MO brand
• New, classic sound
• Website Rebrand:
• Refurbishing the website to incorporate a clear brand story and
aesthetic
• More UX friendly and inviting for new consumers
• App Launch
• Selling the product as well as the story and lifestyle
• Exclusive sales and content through the app only
• Members Only Mixes:
• Customized playlists for customers
• Implementation of CRM to use consumer data to personalize
playlists based off of apparel viewed and purchased
• Reworked MO Rewards:
• Giving better incentives for consumers to spend more
• Reworked to create a community with Rewards members
• Tiered rankings for rewards members for exclusive deals
• Private Instagram:
• Certain rewards members/influencers allowed to follow that post
exclusive content
• Releases early merchandise drops that can be purchased in-app
• Exclusive Merchandise:
• Refurbished designs of the classic jacket
• Embroidery/Personalization
• Influencer Program:
MARKETING CONTENT + FUNNEL
Tactic Purpose Takeaway Channel KPIs
Silk Sonic Collab
Website Rebrand
MO Mix
Reworked Rewards
Private IG
Exclusive Merch.
Influencer Program
Awareness,
Acquisition
Retention,
Spend Increase
Engagement,
Retention
Engagement,
Spend Increase
Awareness
Spend Increase
Awareness,
Engagement
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Social Media
eCommerce
Streaming
Platforms
eCommerce
Social Media
eCommerce,
Social Media
Social Media,
Website
Follower Count,
Site Visits
Traffic Count,
Time Spent
# of Streams
# of Sign Ups,
Conversion Rates
Follower Count
Conversion Rate,
Website Visits
Follower Count,
Social Media
Traffic
TEAMS AND COLLABORATIONS
• Executives:
• Need approval from the CEO to reach out to investors to
budget campaigns, website upkeep, etc.
• Marketing Team:
• Create and pitch ideas for ongoing campaigns and
strategies to keep MO uplifted after their new rebranding
• Public Relations:
• Team devised to managing how the company presents
themselves online
• Contact management teams for influencers and
celebrities for collaborations
• Customer Support:
• Responding to consumer needs on the ecommerce
channels
• Engaging with consumers and providing information
• UX Designers:
• Team responsible for reformatting the website
• Developing the App
• IT
• Track and analyze information
• Managing KPIs through digital channels
• Website upkeep
• Merchandising/Sales
• Social Media
NON-TRADITIONAL STRATEGIES
BLOCK CONCERT
Silk Sonic
• Top charting music duo
• Modern music with a
callback to the 70-80s
• Bruno Mars and Anderson
Paak
• Music reaches a wide
demographic
• Styled in MO for events or
performances
• Campaign shoots for
billboards and social
media advertisements
• Maybe they could make a
little jingle for MO
NON-TRADITIONAL STRATEGIES
Custom Jacket Center
Silk Sonic
• Pop-Up shop
PLAN OF ACTION
Q1 Q2
• Month 1:
• Plan
• Plan
• Plan
• Month 2:
• Plan
• Plan
• Plan
• Month 3:
• Plan
• Plan
• Plan
• Month 4:
• Plan
• Plan
• Plan
• Month 5:
• Plan
• Plan
• Plan
• Month 6:
• Plan
• Plan
• Plan

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GabriellGutierrez_FASM400_Rebrand_Pt1.pptx

  • 1. MEMBERS ONLY PUT IT ON. MAKE IT HAPPEN. Repurposing a brand’s heritage through the voices of a new generation to create a new identity that will never fade. 2. Executive Summary 4. Competitor Marketing 6. Marketing Plan 11. Plan of Action 8. Team Collaboration 3. Current Marketing 5. Customer Objectives 7. Marketing Content 12. Appendix 9. Non-traditional Strategies
  • 2. EXECUTIVE SUMMARY The MembersOnly brand that held a high-end reputation in 1980s American fashion is struggling to expand their brand profile and connect to the modern consumer.Their once iconic racer jacket served as a symbol of wealth and exclusivity for the fashion clique formerly known as “yuppies.”This group separated themselves from the streets of culturally rich populations and instead embraced their lifestyles within well-developed suburban areas acrossAmerica. The era of exclusivity in fashion has faded over time as labels turn their attention towards diversity and inclusion within the industry. Brands began to include consumers on a wide spectrum of different ethnic backgrounds, religions, and body types in their company development and marketing campaigns. While successful brands further develop their vision and values through inclusive apparel and strong storytelling, M.O. fell behind due to their brand history lacking a real message outside of exclusivity. To allow themselves back into the fashion world M.O. will utilize a new marketing strategy to recreate their brand image.The overarching plan is to extend brand awareness across all platforms to establish a loyal following who will celebrate the company’s website relaunch alongside the release of their newly developed app.To maximize the potential reach for new consumers M.O. will collaborate with R&B duo Silk Sonic.The pair consisting of Bruno Mars and Anderson Paak correlate well with the M.O. brand as they both pay ode to the classic 80s aesthetic and style while fashionably delivering it to the eye of the modern consumer.This will present M.O. as a fun-loving brand that allows anyone and everyone to be a part of this new experience. To further connect with different market demographics, M.O. will improve social media strategies through a new influencer program. This will allow smaller content creators to be a part of a larger project that will create a community within the M.O. company. Not only will this grow their following on social platforms, but also enforce the brand’s new outlook on allowing anyone to be a part of the M.O. family. Becoming a more inclusive and entertaining company will gain traction from online shoppers and grant the company the potential to further push their new image to the top of the fashion world.
  • 3. CURRENT MARKETING Strengths Consistent across all channels Offers a rewards program to gain customer loyalty No customer engagement Cannot shop within the app No collaborations with influencers or celebrities 16.7k Likes Daily posts Same branded content featured on other social media No customer engagement Links directly to store website Minimal information on the "About" page 2,371 Posts Frequent posting schedule featuring apparel from all across the website. Social Media Instagram Facebook 147k Followers 200 points = $10 Only requires an email to sign up Online Store Rewards Program Points are rewarded to website members by either making purchases or through other activites such as completing surveys Collaborations with social media influencers to expand overall reach Focus on selling a "lifestyle" than just apparel alone to engage consumers Interact and reply to customers online Invest in paid advertisements on other websites Improvements Exclusive posts across platforms Channel Weaknesses Strengths eCommerce Instagram Facebook Overall • Offers a rewards program • Multiple collaborations with Nickelodeon • Banners featuring new apparel and deals • Lack of visual campaigns • Unclear brand aesthetic • Too simplistic to seem appealing to new customer • 147K followers • Consistent posting • Features new apparel as well as 80s throwbacks • No interactions with consumers • Absence of influencer collaboration • Cannot buy product through the app • 16.7K likes • Links directly to website • Daily posts • Reposts customer posts on story • Absence of brand story • Same content posted on other social media • Minimal information on the About page • Makes connection to their 80s heritage through throwback posts • Offers deals on ecommerce • Tries to adapt to modern trends such as using nostalgic icons in TV • Collaborate with influencers • Create video and photo campaigns for apparel • Exclusive posts for each social platform • Get on TikTok • Try to sell a message or lifestyle than a product • Connect with customers
  • 4. COMPETITIVE MARKETING IZOD ASOS Port Authority • Popular brand in the 80s alongside Members Only • Maintained reputation through change in apparel and selling the IZOD lifestyle • Currently going through a website rebrand • Cohesive IG posts • Distinct market • Quality products • Collaborations with influencers • Hashtags • Wholesale • Leading modern fashion brands that run primarily through ecommerce • Frequent campaigns and new videos posted on all channels • Features new and upcoming influencers in fashion • Constantly updates the website and product • Seasonal sales • Rewards program • Text updates • Diverse models • Specialty apparel inspired from marine and naval wear • Launched in 1994 • Emphasis on comfort and accessibility • Highlights their pride in sourcing materials without the use of slavery • Includes menswear, womenswear, and kid’s apparel for all seasons • No social media • Catered to families who have served for the country
  • 5. CUSTOMER PERFORMANCE OBJECTIVES Awareness + Acquisition: Retention + Engagement: Creating a new and strong following within various social media platforms to establish a newly found community within the brand. Having followers invest time and money into the classic product assortments which in turn will allow the Members Only brand to expand their product lines and grow their marketing campaigns. Constantly updating feeds across all channels to keep the consumers well engaged and informed of news and deals. Having exclusive posts on certain platforms to keep consumers actively engaged and constantly searching for new content. Participating in new trends through influencer marketing to keep a relevant reputation.
  • 6. THE OVERVIEW • Partnership with Silk Sonic: • Pairing up with Silk Sonic to be the face to the new MO brand • New, classic sound • Website Rebrand: • Refurbishing the website to incorporate a clear brand story and aesthetic • More UX friendly and inviting for new consumers • App Launch • Selling the product as well as the story and lifestyle • Exclusive sales and content through the app only • Members Only Mixes: • Customized playlists for customers • Implementation of CRM to use consumer data to personalize playlists based off of apparel viewed and purchased • Reworked MO Rewards: • Giving better incentives for consumers to spend more • Reworked to create a community with Rewards members • Tiered rankings for rewards members for exclusive deals • Private Instagram: • Certain rewards members/influencers allowed to follow that post exclusive content • Releases early merchandise drops that can be purchased in-app • Exclusive Merchandise: • Refurbished designs of the classic jacket • Embroidery/Personalization • Influencer Program:
  • 7. MARKETING CONTENT + FUNNEL Tactic Purpose Takeaway Channel KPIs Silk Sonic Collab Website Rebrand MO Mix Reworked Rewards Private IG Exclusive Merch. Influencer Program Awareness, Acquisition Retention, Spend Increase Engagement, Retention Engagement, Spend Increase Awareness Spend Increase Awareness, Engagement Tactic Tactic Tactic Tactic Tactic Tactic Social Media eCommerce Streaming Platforms eCommerce Social Media eCommerce, Social Media Social Media, Website Follower Count, Site Visits Traffic Count, Time Spent # of Streams # of Sign Ups, Conversion Rates Follower Count Conversion Rate, Website Visits Follower Count, Social Media Traffic
  • 8. TEAMS AND COLLABORATIONS • Executives: • Need approval from the CEO to reach out to investors to budget campaigns, website upkeep, etc. • Marketing Team: • Create and pitch ideas for ongoing campaigns and strategies to keep MO uplifted after their new rebranding • Public Relations: • Team devised to managing how the company presents themselves online • Contact management teams for influencers and celebrities for collaborations • Customer Support: • Responding to consumer needs on the ecommerce channels • Engaging with consumers and providing information • UX Designers: • Team responsible for reformatting the website • Developing the App • IT • Track and analyze information • Managing KPIs through digital channels • Website upkeep • Merchandising/Sales • Social Media
  • 9. NON-TRADITIONAL STRATEGIES BLOCK CONCERT Silk Sonic • Top charting music duo • Modern music with a callback to the 70-80s • Bruno Mars and Anderson Paak • Music reaches a wide demographic • Styled in MO for events or performances • Campaign shoots for billboards and social media advertisements • Maybe they could make a little jingle for MO
  • 10. NON-TRADITIONAL STRATEGIES Custom Jacket Center Silk Sonic • Pop-Up shop
  • 11. PLAN OF ACTION Q1 Q2 • Month 1: • Plan • Plan • Plan • Month 2: • Plan • Plan • Plan • Month 3: • Plan • Plan • Plan • Month 4: • Plan • Plan • Plan • Month 5: • Plan • Plan • Plan • Month 6: • Plan • Plan • Plan

Editor's Notes

  1. By using their iconic racer jacket as the forefront for the company rebrand, Members Only will begin to label themselves as a business that values the inclusivity within fashion and set themselves a brand that connects with the morals of the newer generations. This plan will set the groundwork for Members Only to further expand their label across their social platforms and gain a loyal consumer base. Members Only will utilize different marketing channels to engage and encapsulate the new generation of consumers. Teaming up with academy award winning music duo Silk Sonic,