LCF project - Ethical marketing report


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LCF project - Ethical marketing report

  1. 1. Christine Ritter<br />EvisuBanbu Report<br />From the<br />London College of Fashion<br />
  2. 2. Current brand structure<br />Current brand structure:<br /> <br />Evisu<br />Evisu European Edition (EEE)<br />Evisu Heritage<br />Evisu Bonsai<br />Evisu Deluxe<br />Evisu Shoos<br />Evisu Accessories<br />Evisu Genes<br />EvisuKizzu and Bonsai<br />EvisuSaburo Special<br />Evisu Eyewear<br />Evisu Puma<br />
  3. 3. SWOT Analysis<br />Strengths<br /> Strong heritage and history of brand (built and started by Hidehiko Yamane, a denim connoisseur) since 1991<br /> Strong brand growth (143 stores and concessions in the UK) and extended ranges (see above) and successful extension into womenswear and golf wear<br /> D86 and D67 quality selvedge denim used for main collections<br />Recognisedauthenticity in production of jeans (inner lining ) and branding on back pockets<br />Recognisedexclusive brand through strong branding (logo)<br /> Regular fashion shows in Milan and New York<br /> International expansion (Copenhagen, 2007; London Selfridges, 2004) <br /> Hand painted logo service available in-store (Saville Row)<br /> Wide range of customer ‘freebies’ in store (stickers, gift-wrapping services, etc)<br /> Successful collaboration with Puma for “True Love Never Dies” denim collection in 2006<br /> Collaboration with WAD Magazine for ‘The Cubicle Gallery’ exhibition (30 March 2006) in the Paris store.<br /> Cause-related collaboration with DesignersDoDenim to contribute to the control of AIDS through auctioned designs (involving Martin Margiela, Raf Simons, Dries Van Noten, etc)<br /> Collaboration with Italian Vogue and the Child Priority Foundation to produce a ‘One-Off’ magazine and denim furniture range (auctioned off for fund raising)<br />Weaknesses<br /> Less developed womenswear collection<br />Loss of heritage value during brand world expansion due to logo copyright issues: Evisu jeans logo in Europe are no longer hand painted but done in factories to measure<br />Very low dependence on advertising campaigns<br />Sustainable range not developed (1 jean/style made from bamboo and denim fibers), without promotions and not available in flagship store (Saville Row)<br />Low training of sales staff<br />Previous collaborations have not been well promoted (low recognition of charitable activities of brand<br />Opportunities<br /> Increase womenswear collection<br /> Increase market and market share through integrated PR, advertising and promotional campaigns<br /> Reposition brand as sustainable and eco-friendly and increase bamboo range<br />Threats<br /> <br /> Increasing competition in ethical fashion<br /> Ethical brands may not always be taken seriously by the public (due to the ‘greenwashing’ of companies)<br /> High prices and competition may decrease loyalty towards brand<br />
  4. 4. PESTLE Analysis<br />Source: MINTEL, Green and Ethical fashion and Beauty, UK, January 2007<br /> <br />Political<br /> Increasing number of laws regarding the recycling of waste appearing in the UK<br /> China and some EU countries (ie Austria) full ban on free plastic bags since 2007<br /> Environmental<br /> Increasing awareness and interest in global warming and environmental issues amongst consumers<br /> Increasing amount of laws regarding recycling and littering<br /> Increasing congestion charge for heavy carbon emissive vehicles<br /> <br />Social<br /> 24% of consumers are ‘Keen to be Green’ (try their hardest when they can)<br /> 23% of consumers are confused but willing to be green<br /> Increasing number of celebrities ‘going green’<br /> 59% of consumers think it is important that a company acts ethically<br /> However, only 19% would buy from companies whose ethics they agree with<br />Technological<br /> Increasing technology advances and usage for sustainable products<br /> Increasing development of technology involving new product development (ie bamboo fabrics, sasawashi fabrics, oak tree fabrics, eucalyptus fabrics, etc)<br />Legal<br /> Increasing number of laws regarding the recycling of waste appearing in the UK<br /> Levi’s logo on back pocket has lead Evisu to stop hand-painting their logo for copyright issues, in the EU.<br />Economical<br /> Interest rates on hold in response to credit crisis but expected to increase before the end of 2010 (Manon Gaeta, Corporate and Investment Bank, SocieteGenerale)<br /> Decrease in consumer confidence and consumption as a result of the credit crisis<br />
  5. 5. Current corporate structure<br />(UK)<br />
  6. 6. Current financial status<br />Due to the lower UK income of Evisu, the following is suggested to raise initial funding:<br />Raise funding from mother brand Bestford (HK) Ltd.<br />Issue of preference shares<br />
  7. 7. Competitor profile<br />Competing denim and ethical companies:<br />Levis – ‘Green Jeans’ from Organic Cotton<br />Diesel – ‘Global Warming Ready’ advertising campaign<br />Wrangler<br />Abercrombie and Fitch<br />Ekyog – all sustainable items only<br />Primark (due to ‘primark effect’) – organic range<br />
  8. 8. The target market<br />ACORN Type<br />Urban Prosperity: Type 15 (Affluent young professionals), type 16 (prosperous young professionals), type 20 (student flats and cosmopolitan sharers), type 23 (student terraces)<br />Sex<br />Male and female<br />Age<br />16 to 35<br />Housing<br />Flats located in urban and wealthy suburban areas<br />Family structure<br />Single or married without children<br />Education <br />Degree or equivalent<br />Work<br />Professional managerial, lower managerial <br />or self employed/student<br />Interests<br />Fashion, cinema, snow sports, outdoor sports, theatre and cultural arts.<br />Finance<br />30,000/year or more<br />Holidays<br />2 or more a year, mainly overseas (outside UK)<br />Car Ownership<br />High<br />Internet usage<br />Very high<br />Mobile phone usage<br />Very high<br />Editorial media<br />Financial Times, The Sunday Time, The Guardian, Telegraph, Vogue, Dazed and Confused, etc.<br />UK population constitution (total July 2007 est. 60,776,238): 3.1% (or 1,884,063 people)<br />
  9. 9. The strategic alliances<br />
  10. 10.
  11. 11. This is my Jungle. And this is my Denim.<br /> <br /> The concept of this campaign is to relate each and every consumer to his/her own jungle (concrete jungle, bamboo jungle, etc) and for them to realize they are responsible for their own jungle. However, as many urban jungles do not involve forests or vast green areas, the new Evisu campaign is to make people realize that there are little things one can do to make their jungle a better place. And by helping the little jungles (the personal ones), the main jungle (being the world) may be helped. Hence this campaign’s objective is to convince consumers (without being considered as a ‘greenwashed’ brand) that by buying sustainable clothing, they can actually help reduce pollution (made by factories and consumers themselves), reduce the use of pesticides that are destroying the soil and therefore help reduce global warming and the well-being of the earth.<br />Every Little Helps (Tesco, 2007).<br />The campaign concept<br />
  12. 12. New product developments<br />To launch a range that is strategically<br />profitable to both Evisu and the Earth.<br />EVISU BANBU.<br />An ethical denim range for trendsetting men and women<br />EVISU YUKI.<br />An ethical limited edition denim snowear range for trendsetting men and women.<br />
  13. 13. Operational modifications<br /> Logo registration and trade marking<br /> Bamboo fabric sourcing and production factory: China Zhejiang Texwell Textile Co. Ltd. Factory (sole producers)<br /> The Institute for Marketecology (IMO) Certification of products<br /> EKO Quality certification of products issued by SKAL International<br />
  14. 14. Reposition brand as ethical and sustainable brand<br />Create new successful denim and clothing range (menswear and womenswear) and expand range into ethical winter sportswear<br />To create a stable foundation in the ethical industry of the winter sportswear market<br />Increase footfall by 65% within 3 months from launch of public campaign<br />Increase sales by 25% within 3 months from launch of public campaign<br />Become UK’s no. 1 ethical company of 2010 recognized by the public <br />Marketing objectives<br />
  15. 15. Brand communications strategy<br />
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  17. 17. Public relations<br />TexWorld Exhibition<br />Press communications<br />Objectives:<br /> To showcase new usage and trend-setting fabric (Evisu Yuki)<br /> To increase awareness of brand and campaign within the business sector of the industry<br /> To increase awareness of brand and campaign within group of opinion formers<br />Strategy:<br /> Professional filming of fashion show (for Evisu TV and social networking)<br /> Set denim/bamboo snow wear trend at Texworld A/W exhibition January 2009<br /> <br />Objectives:<br /> To obtain over GBP 500,000 worth of column inch in business press<br /> To showcase new fabric usage (Evisu Yuki) at TexWorld, USA<br /> <br />Strategy:<br /> Press event (including fashion show of Evisu Yuki items to be auctioned off)<br />TexWorldfashion show <br /> Launch event<br /> Showroom exhibition<br />Photoshoot(for catalogues)<br /> Press Kit<br />
  18. 18. Objectives:<br />To obtain over GBP 1,000,000 worth of column inch in consumer press<br />Strategy:<br />Send out press release to press list<br />Press Kit to include:<br />Advertising Bamboo in recycled bottle<br />Evisu Yuki print catalogue<br />Press release<br />Campaign calendar (printed on Washi paper)<br />Press List:<br /><br /><br />Vogue<br />Harper’s Bazaar<br />The Times<br />The Financial Times<br />FT Magazine<br />The Economist<br />Another Magazine<br />Intelligent Life<br />GQ<br />
  19. 19. Consumer involvement and education<br />
  20. 20. Marketing strategy:<br />Cause-related promotions<br />The National Geographic Campaign<br />
  21. 21. Marketing strategy:<br />Loyalty Marketing with The Jungle Card<br />
  22. 22. Objectives:<br />To create a relationship with the customer on a personal level<br />To encourage repeat purchase<br />To establish brand loyalty<br />To measure customer satisfaction<br /> <br />Strategy:<br />Phone call will be made to the customer (using Evisu database) or text message will be sent (see<br />Evisu staff to thank customer for having participated to the fund raising (whether it is for a book purchase, clothing purchase, or uploaded video/image)<br />Evisu staff will ensure that the money has been transferred to the National Geographic This is Our Jungle fund<br />Evisu staff will inform customer of campaign and possible further involvements <br />Marketing strategy:<br />Direct Marketing<br />
  23. 23. Marketing strategy:<br />Social Networking and branded entertainment<br />Marketing Week, March 2008 and Universal McCann Wave 3 Survey 2008 figures:<br />88.64% of internet users watch videos online (under 35s)<br />73.97% of internet user watch videos online (over 35s)<br />57% have signed up to a social networking website<br />55% have uploaded pictures<br />22% have uploaded videos – High frequency involvement: 20% upload everyday<br />34% post opinion of products and brands<br />Social networking companies funding have increased exponentially, with some firms raising over $100 million (Spot Runner, Adweek, Brian Morissey, 07 May 2008)<br /> <br />Objectives:<br />To target a specific market<br />To raise awareness<br />To encourage regular website visits<br />To control and observe public opinions <br />Strategy:<br />Post all edited footage that has been uploaded by the public on<br />Send web link through viral marketing strategy<br />Inform customers of these websites in-store<br />Post ‘Comment’ feature and read through carefully and utilize to optimize the effects of the campaign if possible/needed. <br />
  24. 24. Marketing strategy:<br /><br />Objectives:<br />To keep customers updated<br />To keep customers interested<br />To receive feedback from customers<br /> <br />An updated version of will contain:<br />Campaign information<br />Campaign updates (Evisu news)<br />A discussion board (for products and campaign)<br />Evisu TV and llinks to social networking sites<br />
  25. 25. Marketing strategy:<br />Guerilla advertising strategy<br />Objectives:<br />To raise awareness of brand and campaign by 75% in 2 weeks<br />To increase website and Evisu TV hits by 75% in 3 weeks<br />To hand out 10,000 bamboos in 3 days<br />To create initial ethical image for brand<br />Strategy:<br />Hand our recycled bottles with a flexible denim sleeve (to be re-used) containing a bamboo stick<br />Each bamboo stick will have a hang tag informing consumer of website links and campaign<br />The hang tag will also inform consumer of Online advertisement available on social networks<br />Each bottle will have a painted Evisu logo branding<br />The bottle will be made to be re-used by the consumers<br /> <br />Areas to cover:<br />Picadilly Circus: for proximity to Evisu flagship store and high tourist footfall<br />Covent Garden: for high consumer and tourist footfall<br />Bond Street: for proximity to Evisu flagship store and high target market footfall<br />
  26. 26. A long-term commitment: MyHab 100% recycled festival tents:<br /> <br />Advertising on sustainable cardboard tents available at for GBP 240 per festival:<br /> <br />Objectives:<br />To raise awareness of brand and campaign by 75% 3 months (from festival)<br />To increase website and Evisu TV and website hits by 75% in 3 months (from festival)<br />To create continuous ethical image for brand<br /> <br />Strategy:<br />Advertise on sustainable camping gear available at<br />To target outdoor festival consumers, particularly at the Glastonbury Festival and 2009 The Big WeekEnd (Radio 1)<br />Target and reach a young market interested in sustainable items and who are not aware of EvisuBanbu<br />
  27. 27. Media strategy:<br />Objectives:<br />Raise awareness of campaign by 25% in 1 month internationally<br />To create interest within different market segment<br />Create link between the National Geographic and Evisu<br />Raise awareness of Evisu Yuki and Auction<br /> <br />Strategy:<br />Target male readership (64.8% of total readership) aged between 18 and 44 (34.9% of total readership)<br />Target adventurous readership, potentially interested in Evisu Yuki <br />Use image from product catalogue<br />Inform consumers of possibility to participate in campaign<br />
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  29. 29. Packaging<br />
  30. 30. Timeline<br />
  31. 31. Expected outcome<br />
  32. 32. Measuring and overseeing the development<br />Measuring the developments through:<br />Column/inch analysis<br />Editorial analysis<br />Second Primary research analysis<br />Evisu Yuki personal service<br />Online comments analysis<br />Viral Marketing<br />Direct Marketing<br />