NYU 2015 Fall Campaign I- Strategy & Execution final group presentation Instructor: Sandra Holtzman Presented by Matteo Roberts, Avril Chang

2. What We Are Selling
Women’s luxury fashion accessories that
empower and inspire self-expression.

3. About the Brand
Brand voice

4. About the brand
PS from client

5. Bex in the past
○ Media coverage
○ Celebrity endorsement
○ Partnership with fashion boutiques
○ Presence on social media
○ Bex kittens

6. Media Coverage

7. Celebrity Endorsements

8. Partnerships

9. Bex Kittens

10. Customer Profile
○ Affluent women aged 18-34
○ Heavy internet users
○ Seeks out fashion advice from
sources online
○ Uses accessories to project
personal style and values
○ Eager to express individuality
and be heard

11. Executive Campaign Summary
The #Bexpress yourself campaign
will be focused on inspiring self-
expression.
Accessories are the ultimate
versatile tool for personalizing any
outfit or look (Self-expression)

12. Value Proposition & Core
Thought
Bexpress yourself
We help make our customers feel good about themselves
by transmitting feelings of confidence and
empowerment through accessories that allow for true
expression of individuality.

13. Our Goals
Business objective
○ Increase sales of Bex accessories
Advertising objective
○ Increase product awareness
○ Make Bex a more inclusive brand

14. Barrier to Overcome
We want to change the mindset that Bex is
too exclusive, intimidating, inaccessible

15. Call to action
We want the recipient to complete at least one of three actions:
○ Visit the Bex website to purchase accessories
○ Post photos of themselves wearing Bex accessories on
social media with the hashtag #Bexpress yourself, share
their creations with friends.
○ Use the design your own look application if they don’t own
any Bex products and share their creation via social media
Customer photos & app creations will be sent to NY art-schools
to serve as inspiration for artwork to be featured in a Bex Art
Calendar. The calendar will be unveiled at a Bex hosted party
during Art Hearts Fashion. Proceeds to Girl Rising.

16. “Tell a story
People buy why you do it

17. The Research
○ Highlighting history
○ Celebrity endorsement
○ Involving consumers
○ Creating art instead of ads
The Premium Brand and Luxury
Consumer - US - December 2014

18. ○ Highlighting history
○ Celebrity endorsement
○ Involving consumers
○ Creating art instead of ads

19. A Bex Interview
○ Video Interview to be disseminated
through various digital & social media
channels (Facebook, Bex blog, etc.)
○ Interview will include:
□ Rebecca’s path to success
□ An emphasis on the empowerment of women through
her brand
□ Discussion about the ‘Bexpress yourself’ campaign
What we hope to achieve
Inspiration through Bex à Self Expression à Inspire others
(fashion and art) à Make a Real World Impact

20. ○ Highlighting history
○ Celebrity endorsement
○ Involving consumers
○ Creating art instead of ads

21. The Research
A small but opinionated minority of luxury buyers say
that they do not consider premium brands to be luxury
once they become attainable by most shoppers.
Consumers aged 25-34 are most likely to agree,
although they are also the most likely to say that they
seek out designers they see often.
(The Premium Brand and Luxury Consumer - US - December 2014)
By using celebrities to promote their products, brands
communicate that their products are exclusive or only
available to those who are of a certain status. The use of
celebrities also can awaken in consumers a desire for a
life of luxury and glamour.
(The Premium Brand and Luxury Consumer - US - December 2014)

22. Ruby Rose
○ Born to a single mother
○ Came out as lesbian at age 12
□ Backlash
○ Began modelling career
○ Orange is the New Black
(Season 3)
“I am very gender fluid and feel more like I wake up
every day sort of gender neutral… I think at this stage
I will stay a woman but ... who knows. I'm so
comfortable right now I feel wonderful about it”

23. Ruby Rose

24. Visual Ads
○ Bex stands out from the rest
□ Bex Accessories help make your outfit personal,
they are ways to fully express yourself
○ Unapologetically sexy

25. The Bexpress Yourself Webpage
1. Bexpress yourself: Show us how you wore it
à Customers will post photos of themselves on social media
wearing accessories using the hashtag #Bexpress yourself
drawing inspiration from different themes in our visual ads
with the hashtag #Bexpress yourself.
2. Select submissions will be sent to art schools throughout
New York who will then use the submissions as
inspiration to create the 2016 Bex Art calendar.
3. The Bex Art calendar will be unveiled and presented at a
Bex hosted party at the Art Hearts Fashion event.
4. Proceeds will be donated to the Girl Rising charity.

26. ○ Highlighting history
○ Celebrity endorsement
○ Involving consumers
○ Creating art instead of ads

27. Show us how you wore it
Photo post via social media
&
Create Your Own Look widget/app
The widget/app
• Allows customers to drag and drop
accessories on base templates or
uploaded photos
• Has a built in share function for social
media platforms
The photos
• Accessory kits sent to prominent
fashion bloggers
• Partner with Stylekick to ensure all
shared outfits/looks (original and app
based) are shoppable

28. ○ Highlighting history
○ Celebrity endorsement
○ Involving consumers
○ Creating art instead of ads

29. The Research

30. The Inspiration
Richard Prince & Louis Vuitton
Art inspires Fashion
Fashion inspires Art

31. The Inspiration #2
Giorgio Armani & Film Schools

32. Bex Art
The Calendar
○ Virtue & Meaning
○ Bex helps you, you help others,
they help others, that helps Bex
The Event
○ Art Hearts Fashion Party (hosted
by Bex)
○ Proceeds donated to Girl Rising
Charity

33. The Road Map
BEX
Fashionistas
Girl Rising
Artists
BEX Customers
Inspires Self-Expression
#Bexpress yourself ads
BEX provides the accessories, you provide the access.