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MARKETING PLAN
2 3
B. CULLEN
Tel: 07854176735
Email: bethcullen@hotmail.co.uk
Blog: www.transparenTisthenewblack.co.uk
All rights reserved
Copyright © 2016
Final Major Project
Elsewhere marketing Plan
BA (Hons) Fashion Business and Promotion
Birmingham City University
SI - 12772787
Manufactured and published in Britain
The Parkside Building
5 Cardigan Street
Birmingham,
West Midlands
B4 7BD
transparent fashion.
clear conscience.
4 5
CONTENTS
TABLES
FIGURES
EXECUTIVE SUMMARY
VISION AND MISSION
CONSUMER tribe
CONSUMER JOURNEY
PRICE AND POSITIONiNG
unique selling point
Distribution
12 MONTH launch PLAN
Marketing budget
marketing material
website
SOCIAL MEDIA
pop up press event
SPONSORED BLOG POST
#IAMELSEWHERE competition
REFERENCES
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7
10
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14
16
18
20
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24
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27
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30
38
46
48
50
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TABLES
all created by author (2016)
Table 1 - Hierarchy of Disposable Income - p15
Table 2 - Elsewhere Consumer Journey - p17
Table 3 - Product Price Point Table - p18
Table 4 - Product Hierachy - p19
Table 5 - Competitor Positioning - p19
figures
front page - penny sage look book - p1
Leilani Heather (2015) Penny Sage [Photograph] Available at: https://i-d.
vice.com/en_au/article/kiwi-labels-sewing-up-the-sustainable-fashion-
market [Accessed 14/4/2016]
FIgure 1 - #iamelsewhere account - p13
Created by Author (2016)
FIgure 2 - #iamelsewhere account close up - p13
Created by Author (2016)
FIgure 3 - Fashion Revolution Conscious Consumers - p15
Fashion Revolution (2016) Available at: fashionrevolution.org
[Accessed 24/3/2016]
FIgure 4 - conscious circle filters - p21
Created by Author (2016)
FIgure 5 - packaging - p22
Created by Author (2016)
FIgure 6 - £5 off marketing material - p27
Created by Author - Background image:
Fool Dost (2016) Mindfully Created Womenswear. Available at: https://
www.fooldost.com [Accessed 14/4/2016]
FIgure 7 - bus advertising - p27
Created by Author - Background image:
Reformation, (2016) Available at: www.thereformation.com
[Accessed 13/3/2016]
FIgure 8 - website - p28
Created by Author (2016)
FIgure 9 - elsewhere facebook - p30
Created by Author (2016)
8 9
FIgure 10 - social media infographic - p31
Created by Author (2016)
FIgure 11 - social media buttons - p32
Created by Author (2016)
FIgure 12 - elsewhere instagram - p33
Created by Author (2016)
FIgure 13 - elsewhere twitter - p35
Created by Author (2016)
FIgure 14 - artistic space - p38
Wool, P (2014) Exposición no 1, Making off. Available at:
obsessivecollectors.com/making-off-exposicion-y-baile
[Accessed 13/4/2016]
FIgure 15 - pop up moodboard - p39
Created by Author from Pinterest (2016)
FIgure 16 - fazeley grand gallery - p41
Fazeley Events Corporate Brochure (2016) [PDF] Available at: www.
fazeleyevents.co.uk/wp-content/uploads/2014/12/Corporate-
Brochure.pdf [Accessed 12/04/16]
FIgure 17 - hanger - p42
Created by Author (2016)
FIgure 18 - logo tote bag - p43
Created by Author (2016)
FIgure 19 - leotie lovely - p46
Mockup Created by Author - Background image:
Leotie Lovely (2016) Blog. Available at: leotielovely.blogspot.co.uk
[Accessed 15/3/2016]
FIgure 20 - ethical writers coalition - p47
EWC Logo (2016) Available at: www.ethicalwriters.co/mission/
[Accessed 30/3/2016]
FIgure 21 - ethical blogger network - p47
EBN Logo (2016) Available at: www.ethicalbloggernetwork.com
[Accessed 30/3/2016]
FIgure 22 - #iamelsewhere competition - p48
Created by Author (2016)
FIgure 23 - #iamelsewhere competition close up - p48
Created by Author (2016)
FIgure 24 - competition marketing material - p49
Created by Author - Background image:
Nobodys Child (2016) Fast fashion with a conscience. Available at:
https://www.nobodyschild.com [Accessed 14/4/2016]
10 11
executive summary
Elsewhere is a new start up business in the form of an online retailer selling
womenswear from multiple ethical fashion brands. Elsewhere wants to create
a convenient way for the growing conscious consumer to shop which offers
transparency about supply chains and a sustainable approach to business. The
unique selling point for the business is that shoppers can filter their search by
ethical credentials and create an #IAMELSEWHERE account to personalise the
website to their belief system.
The target market has been split up into two main tribes, the Mindful Millennial and
Q<Q Generation. Both are digitally connected but millennials use social media as
a force for change whilst Q<Q customers are searching for quality over quantity.
They are both actively making decisions that are best for people and the planet
and want brands to do the same. The pricing and products reflect a variety from
£0-400 to appeal to both tribes. Marketing methods have been chosen based on
their ability to meet consumer needs and to make long term profitable customer
relationships. The overall marketing aims for the business are to ensure the target
market is aware of the business, especially as it is new to the market and to
change the mind-set surrounding ethical fashion being unfashionable, making it
desirable and stylish instead. The consumer journey was mapped out to recognise
which touch points are important to create brand advertising for. Within the first
year, it will be most effective to focus on brand aesthetic, awareness and offering
incentives.
Marketing in the first year of operations is vital to establishing a successful brand
so a large sum of £25,000 will be used for both print and online campaigns as well
as a press event. A launch calendar has been planned from January to December
to spread marketing throughout the year and the budget has been allocated
specifically to reflect different styles of marketing. A pop up press event has been
devised a month before the sales launch to generate a buzz within the press
and blogging communities, receive initial pre-orders and raise awareness of the
Elsewhere brand. The print campaign comes in the form of bus advertising using
large posters to make the brand better known in major cities.
Online marketing is particularly important for an e-commerce retailer and keeping
consistent aesthetic between the website and social media will be integral to
making the Elsewhere branding memorable to customers. The business will utilize
a social media consultancy to increase search engine optimisation and post from
four main platforms: Facebook, Twitter, Instagram and Pinterest. Each social media
platform requires different upkeep and content so each one has been explored
in the plan. Targets have been set to gain followers and likes and a social media
policy is in place to maintain good procedures and a consistent tone of voice for
the brand.
Blogging within the conscious community is a regular occurrence so it is important
for Elsewhere to gain acceptance and infiltrate this form of marketing. Sponsored
blog posts and affiliate schemes will be used to reach the target market. The
hashtag #IAMELSEWHERE will be used by the brand to create a cult following and
to feel inclusive to all. This is also linked with the #IAMELSEWHERE account which
is marketed as a personalisation of individual customer ethics. To establish the
hashtag, a competition was created offering a £500 voucher to one lucky winner.
Entrants were simply asked to promote ethical fashion by posting a photo in their
best ethical clothing.
Marketing will be evaluated by click through rates; how many people are talking
aboutthebrandinthepress;websitetrafficaswellastheamountofcommunication
between customers and the brand. Elsewhere wants to be the number one site for
ethical fashion recognised by trendsetters as well as conscious consumers for the
variety of styles on offer at affordable prices with a guilt-free sense of satisfaction
for buying fair fashion.
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mission
vision
The marketing vision is to make Elsewhere the number one multi-brand retailer
of ethical and sustainable fashion within Europe. The aim is to attract 10,000
unique visitors in the first few weeks of trading and work towards 50,000 per
month by the end of year one, and increasing traffic by at least 150% year on
year. Elsewhere want to create a buzz within the ethical blogger network and
with conscious consumer communities. Elsewhere expect sales to grow alongside
increasing interest in the brand and promotion of the stylish product offering.
Elsewhere intend to use the #IAMELSEWHERE account as a user profile to keep
track of and keep in regular contact with customers through newsletters. The tag
‘#IAMELSEWHERE’ will be used as a marketing tool on social media increasing
click through rates to the website and sales. It is essential to remember that
Elsewhere is an ethical brand and to keep environmental impact to a minimum
when planning marketing material and events. For the business to grow, it must
emphasise the unique selling point of convenient, curated transparency and
personalised ethical fashion online as well as offline, considering other marketing
media such as posters on public transport.
Elsewhere is committed to providing conscious consumers with a curated range of
stylish, ethical fashion brands which can be personalised to their own philosophy.
Elsewhere want to make conscious choices more convenient and offer the guilt
free alternative to on-trend fashion.
Fig.1
Fig.2
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consumer tribes
Mindful millennial
This consumer is aged between 20-34 and has fair disposable income, lower for
students and increasing as the consumer ages. Millennials are seen are a pin/post
generation and use social media as a gateway to protest, often sharing campaigns
and links to articles which align with their beliefs. This tribe follows Fashion
Revolution which is a campaign teaching consumers how to be revolutionary
thinkers using their purchasing power for good whether that is boycotting
unethical brands or choosing better, slower ways to shop.
Boston Consulting Group found that half of millennials want brands to “say
something about who I am, my values, and where I fit in” (Barton, 2014). They are
the most sustainably engaged age group although not the wealthiest. Price is not
a set-back as this tribe advocates a movement towards personal style over fast
fashion fads so they can buy less clothing which is built to last.
Q>Q GENERATION
Q>Q stands for Quality over Quantity and this consumer group, aged beween 30-
50, advocates sustainability. They are seen as natural born quality hunters and
expect their purchases to be of the highest standards so are willing to pay for
it. This generation has not always been surrounded by fast fashion options and
lean towards mindful consumption and slower fashion. This consumer group is
the only generation to benefit financially from the recent recession so has more
disposable income. They place more value on experiences over possessions and
live by the philosophy ‘Shop Less, Choose Well, Live More’ so are less likely to buy
into fad trends. This consumer may also make purchases for their children who are
in Generation Z, aged below 20 and in the Gen Zen tribe.
Thegraphontherightconsidersthehierachyofdisposableincomeanddetermines
the different marketing type necessary to reach each consumer. The lower income
tribe can be reached through social media while more sophisticated shoppers may
prefer individual courtesy emails and more direct advertising for higher spending.
Tab.1
Fig.3
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CONSUMER JOURNEY
Marketing will allow for customers who are making different purchases as there are
different purchase types recognised within the ethical goods marketplace. Though
most customers will be ethically conscious, the brand wants to reach those less
concerned with these factors and more interested in the product's fashionability.
All marketing must feel inclusive to cater to the five recognised purcase types.
Promotion should always come across as positive rather than being critical of less
ethical purchases as this may deter trend hunters. The fashion credentials of the
brand must be as apparent as the ethics, this can be found in modern, stylish
imagery as emphasising the unique qualities of the brand.
TYPES OF PURCHASE
(Based on Ethical Consumer, 2016)
QUALITY HUNTERS – This purchase is for a customer who wants garments to last
for a very long time and purchases are based on capsule wardrobes. This can be
seen mainly from the Q>Q tribe.
SUSTAINABLE SUPERIORITY – The guilt free purchase as this customer has a
superiority complex over others who choose less ethical options. They are part
of the ‘anti-consumerism’ mindset and avoid anything that they believe to be
unsustainable.
ASPIRING UTOPIANS – This purchase is based on a customer who wants a better
world and choose to vote with their pockets to show their beliefs. They believe in
shopping for a better world and boycott brands who do not fit with their principles.
GUILTY PARTY – This purchase is a give and take approach to make up for previous
unethical purchases. This is likely to be millennials who don’t label themselves
as environmentalists but are aware of the negative impact of fashion (Benderev,
2014).
TREND HUNTERS – This customer is simply looking for new, exciting brands and
are led more by individuality and innovation than sustainability. This could be
seen from fashion conscious Millennials and Gen Zen.
To better understand how to market to the consumer, it is important to understand
theirjourneythroughoutthebrandandtouchpointswhicharecrucialtoreinforcing
sales. The Elsewhere consumer journey has been mapped out in the graph above.
It shows the initial first impressions through to browsing, making a purchase
and feedback. The loyalty curve is created after a customer has recieved their
purchased product and experienced the customer service from the brand whether
that be through ease of payment or returns as well as communication throughout
the order. However in order to bring custom through the loyalty curve, marketing
will focus on the inital first impression by raising awareness of the brand on social
media and through ethical fashion bloggers. Marketing will also be used on the
website to offer extras and short-term promotions to make customers purchase
before the special offers run out.
Tab.2
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PRICING AND POSITIONING
AsElsewhereisacollectiveofbrandsandgarments,pricingisveryvaried.Elsewhere
want to position themselves as having a good range of price points to suit each
customer. The pricing has been split into four price points from value to premium
high street pricing to appeal to different levels of disposable income, they are £0-
50, 51-150, 151-300, 301-400. You can see in the graph below how garments are
sorted into each price category. Items under £50 are basics appealing to students
and Gen Zen whilst higher price points are for durable garments such as coats and
shoes which the Q>Q generation are willing to pay for quality. Elsewhere expect
to sell a higher volume of the lower price points under £150 and the highest price
point of £300+ is expected to sell less frequently due to being more expensive
and these products are less regularly updated in customer’s wardrobes, a better
understanding of the pricing hierarchy can be seen on the right. It is difficult to
predict profits for different garments as pricing will vary but the average mark-up
is expected at 70%. When compared with competitors, Elsewhere has an average
price point, beating the main international competitor on price but offering a
more premium price than an ethical marketplace that is not specialised in fashion.
The brand intends to compete on 'fashionability' by offering up to date trends,
timeless style and a range of modern fashion brands. Elsewhere will focus on
stocking new and mainly European ethical brands which competitors are yet to
stock. For more information on competitors, see the Elsewhere Business Plan.
TOPS BOTTOMS DRESSES OUTERWEAR ACCESSORIES
0-5050-150150-300300-40051-150151-300301-400
Tab.3
Fashionability
PRICE
competitor POSITIONING
PRICING hierarchy
Tab.4
Tab.5
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unique selling point
The unique selling point for Elsewhere is their #IAMELSEWHERE account
personalised to a customer’s unique value system. The conscious circle (on the
right) was created as an easy to identify key for the ethical filters which will have
hover over information and a link to show users how it works. Whether a user
searches for dresses or through the ‘Organic’ filter, the website intends to offer easy
navigation and a simple yet sophisticated design which appeals to the eye and
makes the shopping experience more serene. Alongside the ethical credentials,
Elsewhere intends to offer a variety of fashion options from different brands that
are stylish and timeless. As Elsewhere grows each year, the range of products will
also grow to offer many product types from womenswear to lingerie to swimwear.
Upon making a purchase, Elsewhere will offer excellent customer service, thanking
customers and keeping them updated on their order status. The brand will
communicate after order arrival to gain feedback from the customer and create a
relationship in order to maintain customer loyalty. Customers are encouraged to
personalise their own #IAMELSEWHERE account as this offers a unique experience
with all promotions based on their preferred ethics. Creating a one-to-one
experience for the customer is important to make them feel special and to show
that all different belief systems are recognised without any guilt. Elsewhere will
use a Data Capture strategy for the account which will gain customer information
on shopping habits, favourite brands, fashion sense and wish lists leading to
marketing based around these known traits.
Elsewhere intends to be fashion led and wants the garments to be wearable, high
quality and harmless to people and the planet. Elsewhere feel that by offering
transparency on the supply chains of products, they are being honest and open
with their customers. Consumers now expect a level of trust in the brands they
shop at, 68% will recommend trusted brands to others and over half boycott
brands they don’t trust (BBG, 2015). These conscious consumers can learn about
the back story of the products they buy and truly understand the process that went
in to making the clothes they love to wear. The value placed on transparency and
traceability but also style will lead the marketing as competitors are not focusing
on transparency but masking their ethical credentials to appeal to the masses.
Elsewhere has attempted to offer ease of use for both conscious and general
consumers as drop down menus allow those less aware customers to shop for
fashion in a traditional sense through product type, size and price.
The Elsewhere name is unique and can be played on to create puns, straplines and
other marketing material. Elsewhere means ‘in or to another place’ and Elsewhere
wants to be the guilt free alternative to fast fashion brands. The name will be
used in marketing as ‘to shop Elsewhere’ is to actively shop a better and more
considered way.
Fig.4
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distribution
Elsewhere distribution will take place through Green Courier, the UK’s leading
eco-friendly courier service. Customers will pay shipping for their orders but
promotions will be used to increase sales by offering free shipping with spends
over £100. The focus is not on instant shipping or striving for ‘next day delivery’
as the conscious consumer mind set is to be considerate of the environment and
mindful of purchases which are worth waiting for. Carbon offsets are calculated for
each order and offered as an add on at the checkout. Once an order is placed, the
customer receives a confirmation email, the order is packed in house and picked up
by the couriers at the end of each working day. Customers will be updated through
each stage of the delivery process and reminded to recycle their packaging if they
are pleased with the order. If unhappy with the order a return shipping label is
included which can be used to qualify for a return or exchange. Elsewhere also
run a recycling scheme meaning customers can refill the box with any unwanted
garments from their wardrobe which the business can repurpose ‘elsewhere’ by
either donating to charity or offering the materials to suppliers who work with
recycled fibres. The marketing for this will entail encouraging customers to make
room for ethical garments whilst reducing their waste and sensibly disposing of
their old clothes to be repurposed ‘elsewhere’.
Fig.5
REDUCE WASTE.
RECYCLE fashion.
REPURPOSE ELSEWHERE.
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2017 launch calendar
January
Announcement of platform with sales opening in March
Website Available
Social media launch
February
Pop Up Press Event
March
Online Sales Launch
£5 off for joining #IAMELSEWHERE
April
Bus Advertising
EARTHDAY 10% off Voucher via sponsored blog posts
June
#IAMELSEWHERE Competition on social media
August
#IAMELSEWHERE winner announced
September
Sponsored Blog Posts
November
#BuyNothingDay – Website sales closed for Black Friday
December
Christmas Themed #IAMELSEWHERE competition
Elsewhere will launch the website and social media before online sales to
create awareness and excitement about the online sales launch from potential
customers. The hashtag #IAMELSEWHERE was created to make the brand feel
inclusive to all and is an easy to remember tag for all of social media. The tag
creates a conversation and customers can use it to show off outfits and feel part
of a community. To encourage customers to save their personal philosophy using
their own account, a pop up will appear upon opening the Elsewhere web page
offering a £5 off when the customer creates an account. The brand then has their
details to send the newsletter and information on new stock. Throughout the year,
Elsewhere will run promotions, competitions and attend events which encourage
their philosophy ‘Transparent Fashion, Clear Conscience’. Online marketing is
important for an e-commerce business. The target consumer uses social media
and it is particularly popular with the Mindful Millennial and Gen Zen.
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marketing budget
The marketing budget is high in Year One at £25,000 because establishing the
brand with customers is vital to the success. It is important to invest in marketing
because as a start up business, it is a brand new concept which people will not yet
know or understand. The marketing budget will then decrease for the second and
third year. A predicted break down of costs is listed below.
£10, 000 - Social Media Consultancy
As social media needs to be updated regularly, the brand will use a consultancy
to help undertake this task within the first year until a marketing manager can
be recruited to work within the brand. The consultancy must help with search
engine optimisation (SEO) and web analytics to increase the ranking of Elsewhere
on search pages, gaining more exposure leading to sales. In the future a social
media intern will be considered who can then make use of Snapchat to video log
the business behind the website.
£8000 - Pop up Press Event
Thepresseventisvitaltolaunchingthebrandwhenitisknownandalreadycreating
a buzz within the ethical fashion community. This budget includes everything from
invitations, the venue, guest travel and/or accomodation, catering, equipment,
fixtures and decoration, hand outs and free gifts.
£5000 - Bus Advertising
A campaign printed on the sides of buses will be actioned through Exterion Media
(2016) who offer public transport marketing throughout the UK. They believe " 5.2
billion passenger journeys in the UK each year and 2.3 billion bus trips made on
London buses alone, ensuring large-scale opportunities for you to reach the right
audience". Although biased, the firm found that millions see bus advertising every
week with 86% being able to recall adverts they see on the sides of buses.
£5000 - Promotions and Offers
This will include offering £5 off joining offers, voucher codes, free delivery over a
specified amount, student discounts, competition prizes, etc.
£4000 - Content Creation
Creating primary content is important for a business to stay relevant so this money
will be spent on brand campaign imagery, photoshoots and infographics.
£2000 - Website updates
£1000 - Contingency Budget
This considers any unforeseen marketing and hidden costs throughout the year
and can go towards a christmas campaign if left unspent.
marketing material
name
email
#iamelsewhere
Join today for
£5 off
Fig.6
Fig.7
28 29
WEBSITE
(For information on the website, see the Elsewhere Handbook) Fig.8
30 31
SOCIAL MEDIA
Fig.9
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Statistics as of 7.8.2015 Desig
Social media is a crucial tool within modern marketing and it is first important to
understand the different platforms available for a business. The infographic below
by Leverage New Age Media (2014) shows how the varying operations and users
of the four main social media platforms Elsewhere intends to use. As Pinterest
has a majority female usage and a focus on fashion, it is important for Elsewhere
to infiltrate this website. It is also very easy to use Pinterest as an image sharing
website because the brand can upload product shots, campaign imagery of their
own and look books to promote their stocked brands. Twitter is a content based
sharing site and as Elsewhere has an ethical focus, it can use this to share socially
responsible news, support fair fashion campaigns and retweet suppliers although
there are drawbacks with the character limit. The simplicity of 'liking' a page for
updates and no limitations on word count makes Facebook a great marketing tool,
not to mention a vast user database for Elsewhere to engage with.
Fig.10
32 33
facebook
Content Required: Sharing relevant promotions,
Stock Updates, News, Articles, Links, Images, Videos
Objectives: Increase revenue, Gain likes and shares,
Customer relations and communication, Promote offers
Update Schedule: Daily
Aim: 2000 Follows by year end
twitter
Content Required: 160 Character limit/Retweets
of relevant News, Articles, Links, Images, Videos
Objectives: Increase revenue, Spread message, Gain
followers and retweets
Update Schedule: Daily
Aim: 1000 Follows by year end
pinterest
Content Required: Product Images,
Campaign imagery, Lookbooks, Videos
Objectives: Collection of visuals, Brand
moodboard, Gain followers
Update Schedule: Weekly/Monthly
Depends on incoming stock updates
Aim: 5000 Repins by year end
instagram
Content Required: Branded and Lifestyle
Images, Customer feedback images
Objectives: Visually represent the brand image,
Increase brand reach, Gain followers, Promote offers
and competitions. Remember: Simple and sophisticated.
Modern and minimal. Transparent and traceable.
Update Schedule: Daily-Weekly
Aim: 500 Likes per post by year end
Fig.11
instagram
Fig.12
34 35
Enlighten
The business must build awareness to reach conscious consumers and enlighten
the less conscious. Keep messages conscious but fun and light hearted with a
focus on fashion. Before a consumer can engage, they must understand what the
brand is, feel it is accessible to them and be inspired by the brand's message.
Engage
Social media allows the business to engage with customers by responding to
comments. By communicating with customers and not being afraid to reply to
messages, the business can build trust which is important to retain customers
and gain the loyalty. Elsewhere can show the background of the business and
be transparent about behind the scenes to maintain customer confidence in the
brands ethos.
Entertain
Marketing should entertain customers by introducing them to interesting
information, events and positive stories. Elsewhere will show customers that there
are real people behind this business who care about more than just profit and take
people and the planet into consideration with every step. We are humans that are
trying to tackle the human cost of fashion through our business ethos. In April, this
may include information on Fashion Revolution or Earth Day events or highlights
from the Ethical Fashion Berlin in July 2017.
Educate
Social media should educate customers about sales, promotions and offers
but also the industry as a whole. Updating social media when there is a new
promotional strategy is important to ensure that customers are aware of special
offers therefore creating optimum sales.
the 4 e's of social media
marketing
twitter
Fig.13
36 37
This Social Media Policy will be used for employees, associates and suppliers.
Conscious communication
The tone of voice must always be considerate of the people in the supply chain
and the planet. The brand must be transparent and offer honesty to customers.
The voice must be clear and consistent throughout each social media platform.
Celebrate Personalisation
Celebrate the USP of the brand and the different belief systems of customers. Link
articles to each conscious circle filter eg. Vegan news stories for those who ‘Shop
Elsewhere’ for vegan fashion or Fair Trade Association retweets for those who
shop for fairtrade. Use #IAMELSEWHERE but also personalise #IAMFAIRTRADE or
#IAMNEWLIFE etc.
Positivity is key
There will be no shaming of customers for unethical choices. Customers must
feel like Elsewhere has a positive influence offering alternatives to fast fashion
competitors and championing the ethical lifestyle of customers.
NO PLAGIARISM
All images or quotes must be properly linked back with the original source obvious
or can not be used.
Customer ConFIdentiality
It is very important to keep customer and colleague information protected at all
times.
No disrespect
No swear words will be used on Elsewhere social media. All posts must be
respectful of Elsewhere beliefs, equality and social justice so any disrespectful
behaviour will not be tolerated.
Disclosure Agreement
Employees may associate their personal accounts with the company social media
but must use a disclaimer stating that the views in their personal posts are their
own and not those of the company.
SOCIAL MEDIA policy
38 39
Fig.14
POP UP PRESS EVENT
Fig.15
40 41
The press event is designed to introduce people to the brand, creating a buzz
and news stories to reach potential customers. A range of printed or online press
and bloggers will be invited, encouraged to share their time on social media, link
the Elsewhere website or social media and use the hashtag #IAMELSEWHERE.
Elsewhere are putting on the press event to show off the clothing, its ethical
credentials and promote the brands ethos. The pop up should gain interest and
anticipation from customers ready for the March sales launch. There is a significant
budget for this event so the venue must be large enough to fit all the product
and invited guests to network and enjoy themselves whilst learning about the
Elsewhere brand. The 'pop up' element will be showcasing stock which is available
for preorder by guests. The event should bring in many guests as attending press
days and networking with likeminded individuals is appealing to many in the
industry and concious community. Staff will be hired for the night to greet guests
on arrival, for serving food and catering as well as staff to help set up the fixtures
and clothing which will be designated into style and trends.
chosen VENUE
The venue, Fazeley Studios Grand Gallery, is the perfect location with character
but minimalist colours and white walls. The space is very large, enough for at
least 200 visitors and well lit for an easy day to night event. Fazeley Events
(2016) say 'limestone flooring and large skylights create a light, stylish ambience.
Unsurprisingly, first-time visitors are often left speechless'. The venue is easy to
get to as it is not far from Birmingham City Centre and close to public transport
links, both bus and train. Digbeth is an up and coming creative hub in Birmingham
which Elsewhere intends to capitalise on. It is close to hotels for overnight guests
and Birmingham is a great tourist location offering guests many other attractions
to enjoy especially with the new arrival of Grand Central. The space has a bar
and catering service to provide tasty treats and a vegan and vegetarian buffet is
important for the target market.
POP UP PRESS EVENT
EVENTS
Make It Memorable
Make It Memorable
“Amazing place, professional staff and brilliant ambience. The
Fazeley Events team did an amazing job and we were more
than impressed by the service they provided.”
Agnese Reinika, Capgemini UK
“Making the booking was easy and all communication regarding
my requirements was professional, friendly and timely. The
room was perfect and the facilities offered were excellent. An
excellent venue to host my team meetings and one which I will
be using again.”
Rob Smith, Regional Operations Director,
Costa Coffee
“We are always happy to use Fazeley Studios for meetings and
events. The spaces are bright, clean and funky, and provide an
interesting environment.”
David Viney, Birmingham LGBT
“With its classic architecture and contemporary design, Fazeley
Studios is a venue full of character and its central Birmingham
location makes it ideal forcorporate events.”
Paul Mitchinson, Head of the Social Committee,
McCann Erickson
WHAT PEOPLE
SAY
0121 224 8486
fazeleyevents.com
A special event deserves a special venue. That means
somewhere with elegance, character and just the right amount
of quirkiness. Our extraordinary and beautiful spaces give you
precisely that, bringing style and sparkle to any occasion. Your
guests will be only 800 yards from the bars, restaurants and
transport links of Birmingham city centre but a million miles
from the humdrum.
You are your greatest event organiser. By the time you talk to
us, you might have a good idea of what you want for your
event. But you don’t have to do the planning alone. Our events
team can take care of as much or as little as you want: getting
bottles of bubbly, choosing effect lighting, sourcing special
entertainment - you name it.
Our venues are really, really versatile. Think of them as a blank
canvas and make them your own. Our team will stay in touch
to make sure you are always in control. Dining, dancing,
impressing board members, launching new products.
Whatever your occasion, we will be on hand to help make it a
success
.
Guests tend not to forget our events in a hurry. Yours won’t
either...
Industrial history, beautiful Victorian architecture and bags of
character define this special venue. Tucked away on a quiet
street in Digbeth, Fazeley Studios (somehow) remains a well
kept secret - home to a choice cut from the creative industries.
It hasn’t always been that way though. The building dates back
150 years to when Digbeth was a hustling, bustling hub of
industry and commerce. The heart of the facility is the Grand
Gallery, built in 1865 as a Unitarian Chapel in the Gothic style.
The carefully-restored architecture throws a charming spotlight
on Birmingham’s past and offers a memorable setting for any
event.
AN EVENT TO
REMEMBER?
WE HAVE JUST
THE PLACE.
Large, flexible and with drive-in facilities, the IKON Gallery
is ideal for hosting wedding receptions, conferences, car
launches, exhibitions and fashion shows. Beautiful views across
the landscaped courtyard serve up a backdrop for sparkling
events.
The Old Ikon Gallery
at Fazeley Studios
Fazeley Studios
The mightily impressive Grand Gallery, a former Unitarian
Chapel, was designed by George Ingall and opened in 1876.
With soaring ceilings, Gothic archways, antique pews and
stained-glass windows, it’s a superb setting for drink
receptions, buffet lunches and photo shoots. Pre-Raphaelite
art hangs on the walls, while limestone flooring and large
skylights create a light, stylish ambience. Unsurprisingly,
first-time visitors are often left speechless.
Grand Gallery at Fazeley Studios
No
No
qua
bui
Cus
But
our
nei
and
The
we
C
Thi
firs
hea
hug
imp
ma
me
and
we
O
Suite 7 was originally built in 1865 as a Unitarian Sunday
School. Since then it has been faithfully restored to create a
spacious room replete with natural light. All the better for
seeing the beautiful original beams and arched windows, which
provide guests with a charismatic and attractive link between
old and new. The space is perfect for meetings, conferences or
intimate wedding receptions.
Suite 7 at Fazeley Studios
1
3
2
5
4
JEWELLERY
QUARTER
M6
P
P
P
P
Accommodation
Hyatt Hotel
Radisson Blu Hotel
Ibis Hotel
Hotel La Tour
Paragon Hotel
OUR VENUES
OUR VENUES
SNOW HILL
STATION
NEW STREET
STATION
DIGBETH COACH
STATION
THE
MAILBOX
THE
BULLRING
MOOR ST
STATION
AT THE HEART
OF BIRMINGHAM
A
38
Q
U
EEN
SW
AY
A38ASTONEXPRESSWAY
A4540DARTMOUTH
MIDDLEWAY
COVENTRY STREET
BORDESLEY STREET
LIVERPO
O
L
ST
GIBB
STREET
MILK
STREET
BARNSTREET
PICKFORDSTREET
LITTLEANNST
RIVERSTREET
TRENTSTREET
HEATH
MILL
LANE
LOWERTRINITY ST
ADDERLEY
ST
SUFFOLK
STRRET
QUEENSW
AY
HIGH STREET DERITEND B4100
Fazeley Studios
191 Fazeley Street, Digbeth,
Birmingham, B5 5SE
Custard Factory
Gibb Street, Birmingham,
West Midlands, B9 4AA
fazeley grand
gallery, bham
Fig.16
42 43
POP UP PRESS EVENT
The press event must be eco friendly, so invitations will be kept digital and
fixtures will be well sourced from ethical suppliers. Elsewhere branded wooden
hangers will be bought in to showcase each garment with hang tags that include
the conscious circle filters related to each piece. All hangers and tags will be kept
for daily operations and may be used during promotional photo shoots. There will
be tablet devices around the room instead of a till point for guest use to pre-order
clothing. Guests will receive a free gift of a company logoed tote bag and photo
opportunities with a branded wall created for guests to take photographs for social
media. The business owner, investors and staff will be available for interviews
from press and each guest will have a name badge stating what publication they
are from to ease networking opportunities. A brand booklet will be handed out
to guests including a press release, information on the sales launch, appropriate
photography for media use. This booklet will also be available in a digital version.
EVALUATION OF SUCCESS
Evaluation of the success of this event will be through the amount of press created
and the type of feedback; of course positive feedback is preferred. If successful,
Elsewhere will look at future press days for each season and offer invitations as
prizes to lucky customers. The aim for this event is to gain:
•	 100+ Social media posts including Instagram photos and Facebook 'check ins'
•	 100+ uses of the #IAMELSEWHERE hashtag
•	 Newspaper/Magazine features and 10 online articles
•	 At least 20 blog posts or vlogs about the event and brand
Fig.17
Fig.18
44 45
GUEST LIST
press
Local Newspapers
Business of Fashion
Drapers
WGSN/LSN:Global
The Guardian
The Telegraph
Huffington Post
Ecouterre
The Ecologist
Refinery29
Dazed
AnOther
Vogue
Elle
group representatives
Ethical Fashion Forum
Fashion Revolution
Labour Behind the Label
Clean Clothes Campaign
Ethical Writers Coalition
Ethical Blogger Network
Ethical Consumer
Brand representatives
Laurence Chester from 16SEVEN
Paula from Maymiko
Demi from Nomadic Me
Kate from Nomads
Nina from Mussiggang
Laura from Fool Dost
OrsoladeCastrofromFashionRevolution
Carry Somers from Fashion Revolution
bloggers
Ceri @ Style Eyes
Wendy @ Moral Fibres
Holly @ Leotie Lovely
Amber @ Amber's Beauty Talk
Besma @ Curiously Conscious
Georgie @ City Girl at Heart
Jesse @ Jesseanneo
Theguestlistsinvolvesimportantnewssitesandfashionpressaswellas campaigns
and ethical fashion bloggers. These have a wide and diverse readership to get the
brand noticed by many customers, not just conscious consumers. We encourage
guests to take photos, try on the clothes, enjoy the food and drink. They are also
encouraged to share their experience on social media, to blog about the event or
vlog the experience, show off their free gifts and use the IAMELSEWHERE hashtag.
All guests will be asked to 'like' the brand on social media and bloggers will be
given an Earth Day voucher code to promote in April to their followers.
buy nothing day
In recent years, the American tradtion of 'Black Friday' has infiltrated the rest of
the world with retailers putting on excessive sales at rock bottom prices. The
phenomena saw queues lining the streets waiting for shops to open and physical
arguments between customers shopping in store. Many websites crashed from
the amount of visitors trying to find bargain products. In 2015, a trend called 'Buy
Nothing Day' called for people to end the materialistic consumerism and pledge
to buy nothing on that day.
Elsewhere intends to create a PR stunt by closing the website sales on Black
Friday and instead informing consumers of a movement towards more ethical and
conscious consumerism. The business hopes that by taking ethical responsibility
seriously and showing a more considered approach to business, the brand can win
over customers. The brand believes that although sales may suffer on the actual
day, the business will profit heavily from making a stand for what they believe in.
This marketing ploy will be heavily publicised on all social media accounts and
Elsewhere can consider collaborating with the creators of 'Buy Nothing Day' to
promote the event. Elsewhere want to show that they are invested in triple bottom
line principles believing people and planet are of equal importance to profit.
46 47
SPONSORED BLOG POSTS
Elsewhere will take advantage of the growing ethical blogger movement to
connect with conscious consumers using affiliate schemes. Part of the marketing
budget will go to paying bloggers to review and post about Elsewhere and the
personalisation features. By having a range of bloggers write sponsored blog
posts, this will show the variety of filters available and the different preferences
of each individual. Collective groups such as the Ethical Writers Coalition and the
Ethical Blogger Network will be used to reach the right bloggers and find their
contact details. Payment of bloggers for advertising will be based on a case by
case basis of blog visitors per month. Bloggers can choose a wage fee or offered
free garments which can lead to extra publicity when photographed wearing
Elsewhere product. Each blogger will need to link the Elsewhere website and
social media in their post and be able to use Elsewhere promotional imagery with
a click-through link to the website.Elsewhere will advertise on the most successful
ethical fashion blogs offering commision to bloggers via click-through-rates when
the click through ends in a sale.
Fig.19
Fig.20/21
48 49
#IAMELSEWHERE
Good Society
Fool Dost
16Seven
Add More...
Matt & Nat
Reformation
Raven & Lily
swedish hasbeens
NEW IN ORGANICSimply take a photograph in your best
ethical gear and tag #IAMELSEWHERE
for a chance to win a £500 voucher!
enter the competition
Fig.22
Fig.23
win a £500 VOUCHER
To enter the competition, post a photo in your
best ethical outfit on social media, tag us &
#iamelsewhere
T&Cs
To engage users in the brands story and create an inclusive feeling for all as well as
reaching more potential customers, Elsewhere intends to run a competion in June
offering the chance to win a £50 voucher to one lucky person. The competition
involves taking a photograph in ethical clothing, particularly Elsewhere clothing
in a great location using the tag #IAMELSEWHERE. The competion will mainly be
pioneered through Instagram but other social media will be involved to promote
and share the best photos which fit with the brand image. The competition success
will be evaluated by the amount of people who join in, the aim being 500+ people.
RULES
•	 The brand social media must be tagged
•	 The hashtag #IAMELSEWHERE must be used
•	 By entering the competition, you give Elsewhere the rights to use your photo
on their social media and website
•	 Winners will be announced at the end of July and will be featured on the
website after an interview with the brand
The competition
Fig.24
50 51
Barton, C, Koslow, L and Beauchamp, C (2014) The Reciprocity Principle: How
Millennials Are Changing the Face of Marketing Forever, BCG Perspectives. Available
at: https://www.bcgperspectives.com/content/articles/marketing_center_consumer_
customer_insight_how_millennials_changing_marketing_forever/
[Accessed 9/03/2016]
BBG (2015) British Brands Group: Consumer Trust in Brands Summary Report UK
2015 [PDF] Available at: www.britishbrandsgroup.org.uk/upload/File/Consumer%20
Trust%20in%20Brands%20Summary%20Report%20UK%20201015.pdf
[Accessed 15/03/2016]
Benderev, C (2014) Millennials: We Help The Earth But Don't Call Us Environmentalists.
Available at: www.npr.org/2014/10/11/355163205/millennials-well-help-the-planet-
but-dont-call-us-environmentalists [Accessed 10/03/2016]
Ethical Consumer (2016) The alternative consumer organisation. Available at: www.
ethicalconsumer.org/ [Accessed 15/4/2016]
Exterior Media (2016) Bus Advertising. Available at: www.exterionmedia.com/uk/what-
we-do/our-media/bus-advertising/ [Accessed 1/04/2016]
Fazeley Events Corporate Brochure (2016) [PDF] Available at: www.fazeleyevents.
co.uk/wp-content/uploads/2014/12/Corporate-Brochure.pdf
[Accessed 27/03/2016]
Leverage New Age Media (2014) Social Media Comparison Infographic [PDF]
Downloadable at: https://leveragenewagemedia.com/downloads/Social-infographic.
pdf [Accessed 20/03/2016]
references
52

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Marketing Plan [Bethany Cullen]

  • 2. 2 3 B. CULLEN Tel: 07854176735 Email: bethcullen@hotmail.co.uk Blog: www.transparenTisthenewblack.co.uk All rights reserved Copyright © 2016 Final Major Project Elsewhere marketing Plan BA (Hons) Fashion Business and Promotion Birmingham City University SI - 12772787 Manufactured and published in Britain The Parkside Building 5 Cardigan Street Birmingham, West Midlands B4 7BD transparent fashion. clear conscience.
  • 3. 4 5 CONTENTS TABLES FIGURES EXECUTIVE SUMMARY VISION AND MISSION CONSUMER tribe CONSUMER JOURNEY PRICE AND POSITIONiNG unique selling point Distribution 12 MONTH launch PLAN Marketing budget marketing material website SOCIAL MEDIA pop up press event SPONSORED BLOG POST #IAMELSEWHERE competition REFERENCES 6 7 10 12 14 16 18 20 22 24 26 27 28 30 38 46 48 50
  • 4. 6 7 TABLES all created by author (2016) Table 1 - Hierarchy of Disposable Income - p15 Table 2 - Elsewhere Consumer Journey - p17 Table 3 - Product Price Point Table - p18 Table 4 - Product Hierachy - p19 Table 5 - Competitor Positioning - p19 figures front page - penny sage look book - p1 Leilani Heather (2015) Penny Sage [Photograph] Available at: https://i-d. vice.com/en_au/article/kiwi-labels-sewing-up-the-sustainable-fashion- market [Accessed 14/4/2016] FIgure 1 - #iamelsewhere account - p13 Created by Author (2016) FIgure 2 - #iamelsewhere account close up - p13 Created by Author (2016) FIgure 3 - Fashion Revolution Conscious Consumers - p15 Fashion Revolution (2016) Available at: fashionrevolution.org [Accessed 24/3/2016] FIgure 4 - conscious circle filters - p21 Created by Author (2016) FIgure 5 - packaging - p22 Created by Author (2016) FIgure 6 - £5 off marketing material - p27 Created by Author - Background image: Fool Dost (2016) Mindfully Created Womenswear. Available at: https:// www.fooldost.com [Accessed 14/4/2016] FIgure 7 - bus advertising - p27 Created by Author - Background image: Reformation, (2016) Available at: www.thereformation.com [Accessed 13/3/2016] FIgure 8 - website - p28 Created by Author (2016) FIgure 9 - elsewhere facebook - p30 Created by Author (2016)
  • 5. 8 9 FIgure 10 - social media infographic - p31 Created by Author (2016) FIgure 11 - social media buttons - p32 Created by Author (2016) FIgure 12 - elsewhere instagram - p33 Created by Author (2016) FIgure 13 - elsewhere twitter - p35 Created by Author (2016) FIgure 14 - artistic space - p38 Wool, P (2014) Exposición no 1, Making off. Available at: obsessivecollectors.com/making-off-exposicion-y-baile [Accessed 13/4/2016] FIgure 15 - pop up moodboard - p39 Created by Author from Pinterest (2016) FIgure 16 - fazeley grand gallery - p41 Fazeley Events Corporate Brochure (2016) [PDF] Available at: www. fazeleyevents.co.uk/wp-content/uploads/2014/12/Corporate- Brochure.pdf [Accessed 12/04/16] FIgure 17 - hanger - p42 Created by Author (2016) FIgure 18 - logo tote bag - p43 Created by Author (2016) FIgure 19 - leotie lovely - p46 Mockup Created by Author - Background image: Leotie Lovely (2016) Blog. Available at: leotielovely.blogspot.co.uk [Accessed 15/3/2016] FIgure 20 - ethical writers coalition - p47 EWC Logo (2016) Available at: www.ethicalwriters.co/mission/ [Accessed 30/3/2016] FIgure 21 - ethical blogger network - p47 EBN Logo (2016) Available at: www.ethicalbloggernetwork.com [Accessed 30/3/2016] FIgure 22 - #iamelsewhere competition - p48 Created by Author (2016) FIgure 23 - #iamelsewhere competition close up - p48 Created by Author (2016) FIgure 24 - competition marketing material - p49 Created by Author - Background image: Nobodys Child (2016) Fast fashion with a conscience. Available at: https://www.nobodyschild.com [Accessed 14/4/2016]
  • 6. 10 11 executive summary Elsewhere is a new start up business in the form of an online retailer selling womenswear from multiple ethical fashion brands. Elsewhere wants to create a convenient way for the growing conscious consumer to shop which offers transparency about supply chains and a sustainable approach to business. The unique selling point for the business is that shoppers can filter their search by ethical credentials and create an #IAMELSEWHERE account to personalise the website to their belief system. The target market has been split up into two main tribes, the Mindful Millennial and Q<Q Generation. Both are digitally connected but millennials use social media as a force for change whilst Q<Q customers are searching for quality over quantity. They are both actively making decisions that are best for people and the planet and want brands to do the same. The pricing and products reflect a variety from £0-400 to appeal to both tribes. Marketing methods have been chosen based on their ability to meet consumer needs and to make long term profitable customer relationships. The overall marketing aims for the business are to ensure the target market is aware of the business, especially as it is new to the market and to change the mind-set surrounding ethical fashion being unfashionable, making it desirable and stylish instead. The consumer journey was mapped out to recognise which touch points are important to create brand advertising for. Within the first year, it will be most effective to focus on brand aesthetic, awareness and offering incentives. Marketing in the first year of operations is vital to establishing a successful brand so a large sum of £25,000 will be used for both print and online campaigns as well as a press event. A launch calendar has been planned from January to December to spread marketing throughout the year and the budget has been allocated specifically to reflect different styles of marketing. A pop up press event has been devised a month before the sales launch to generate a buzz within the press and blogging communities, receive initial pre-orders and raise awareness of the Elsewhere brand. The print campaign comes in the form of bus advertising using large posters to make the brand better known in major cities. Online marketing is particularly important for an e-commerce retailer and keeping consistent aesthetic between the website and social media will be integral to making the Elsewhere branding memorable to customers. The business will utilize a social media consultancy to increase search engine optimisation and post from four main platforms: Facebook, Twitter, Instagram and Pinterest. Each social media platform requires different upkeep and content so each one has been explored in the plan. Targets have been set to gain followers and likes and a social media policy is in place to maintain good procedures and a consistent tone of voice for the brand. Blogging within the conscious community is a regular occurrence so it is important for Elsewhere to gain acceptance and infiltrate this form of marketing. Sponsored blog posts and affiliate schemes will be used to reach the target market. The hashtag #IAMELSEWHERE will be used by the brand to create a cult following and to feel inclusive to all. This is also linked with the #IAMELSEWHERE account which is marketed as a personalisation of individual customer ethics. To establish the hashtag, a competition was created offering a £500 voucher to one lucky winner. Entrants were simply asked to promote ethical fashion by posting a photo in their best ethical clothing. Marketing will be evaluated by click through rates; how many people are talking aboutthebrandinthepress;websitetrafficaswellastheamountofcommunication between customers and the brand. Elsewhere wants to be the number one site for ethical fashion recognised by trendsetters as well as conscious consumers for the variety of styles on offer at affordable prices with a guilt-free sense of satisfaction for buying fair fashion.
  • 7. 12 13 mission vision The marketing vision is to make Elsewhere the number one multi-brand retailer of ethical and sustainable fashion within Europe. The aim is to attract 10,000 unique visitors in the first few weeks of trading and work towards 50,000 per month by the end of year one, and increasing traffic by at least 150% year on year. Elsewhere want to create a buzz within the ethical blogger network and with conscious consumer communities. Elsewhere expect sales to grow alongside increasing interest in the brand and promotion of the stylish product offering. Elsewhere intend to use the #IAMELSEWHERE account as a user profile to keep track of and keep in regular contact with customers through newsletters. The tag ‘#IAMELSEWHERE’ will be used as a marketing tool on social media increasing click through rates to the website and sales. It is essential to remember that Elsewhere is an ethical brand and to keep environmental impact to a minimum when planning marketing material and events. For the business to grow, it must emphasise the unique selling point of convenient, curated transparency and personalised ethical fashion online as well as offline, considering other marketing media such as posters on public transport. Elsewhere is committed to providing conscious consumers with a curated range of stylish, ethical fashion brands which can be personalised to their own philosophy. Elsewhere want to make conscious choices more convenient and offer the guilt free alternative to on-trend fashion. Fig.1 Fig.2
  • 8. 14 15 consumer tribes Mindful millennial This consumer is aged between 20-34 and has fair disposable income, lower for students and increasing as the consumer ages. Millennials are seen are a pin/post generation and use social media as a gateway to protest, often sharing campaigns and links to articles which align with their beliefs. This tribe follows Fashion Revolution which is a campaign teaching consumers how to be revolutionary thinkers using their purchasing power for good whether that is boycotting unethical brands or choosing better, slower ways to shop. Boston Consulting Group found that half of millennials want brands to “say something about who I am, my values, and where I fit in” (Barton, 2014). They are the most sustainably engaged age group although not the wealthiest. Price is not a set-back as this tribe advocates a movement towards personal style over fast fashion fads so they can buy less clothing which is built to last. Q>Q GENERATION Q>Q stands for Quality over Quantity and this consumer group, aged beween 30- 50, advocates sustainability. They are seen as natural born quality hunters and expect their purchases to be of the highest standards so are willing to pay for it. This generation has not always been surrounded by fast fashion options and lean towards mindful consumption and slower fashion. This consumer group is the only generation to benefit financially from the recent recession so has more disposable income. They place more value on experiences over possessions and live by the philosophy ‘Shop Less, Choose Well, Live More’ so are less likely to buy into fad trends. This consumer may also make purchases for their children who are in Generation Z, aged below 20 and in the Gen Zen tribe. Thegraphontherightconsidersthehierachyofdisposableincomeanddetermines the different marketing type necessary to reach each consumer. The lower income tribe can be reached through social media while more sophisticated shoppers may prefer individual courtesy emails and more direct advertising for higher spending. Tab.1 Fig.3
  • 9. 16 17 CONSUMER JOURNEY Marketing will allow for customers who are making different purchases as there are different purchase types recognised within the ethical goods marketplace. Though most customers will be ethically conscious, the brand wants to reach those less concerned with these factors and more interested in the product's fashionability. All marketing must feel inclusive to cater to the five recognised purcase types. Promotion should always come across as positive rather than being critical of less ethical purchases as this may deter trend hunters. The fashion credentials of the brand must be as apparent as the ethics, this can be found in modern, stylish imagery as emphasising the unique qualities of the brand. TYPES OF PURCHASE (Based on Ethical Consumer, 2016) QUALITY HUNTERS – This purchase is for a customer who wants garments to last for a very long time and purchases are based on capsule wardrobes. This can be seen mainly from the Q>Q tribe. SUSTAINABLE SUPERIORITY – The guilt free purchase as this customer has a superiority complex over others who choose less ethical options. They are part of the ‘anti-consumerism’ mindset and avoid anything that they believe to be unsustainable. ASPIRING UTOPIANS – This purchase is based on a customer who wants a better world and choose to vote with their pockets to show their beliefs. They believe in shopping for a better world and boycott brands who do not fit with their principles. GUILTY PARTY – This purchase is a give and take approach to make up for previous unethical purchases. This is likely to be millennials who don’t label themselves as environmentalists but are aware of the negative impact of fashion (Benderev, 2014). TREND HUNTERS – This customer is simply looking for new, exciting brands and are led more by individuality and innovation than sustainability. This could be seen from fashion conscious Millennials and Gen Zen. To better understand how to market to the consumer, it is important to understand theirjourneythroughoutthebrandandtouchpointswhicharecrucialtoreinforcing sales. The Elsewhere consumer journey has been mapped out in the graph above. It shows the initial first impressions through to browsing, making a purchase and feedback. The loyalty curve is created after a customer has recieved their purchased product and experienced the customer service from the brand whether that be through ease of payment or returns as well as communication throughout the order. However in order to bring custom through the loyalty curve, marketing will focus on the inital first impression by raising awareness of the brand on social media and through ethical fashion bloggers. Marketing will also be used on the website to offer extras and short-term promotions to make customers purchase before the special offers run out. Tab.2
  • 10. 18 19 PRICING AND POSITIONING AsElsewhereisacollectiveofbrandsandgarments,pricingisveryvaried.Elsewhere want to position themselves as having a good range of price points to suit each customer. The pricing has been split into four price points from value to premium high street pricing to appeal to different levels of disposable income, they are £0- 50, 51-150, 151-300, 301-400. You can see in the graph below how garments are sorted into each price category. Items under £50 are basics appealing to students and Gen Zen whilst higher price points are for durable garments such as coats and shoes which the Q>Q generation are willing to pay for quality. Elsewhere expect to sell a higher volume of the lower price points under £150 and the highest price point of £300+ is expected to sell less frequently due to being more expensive and these products are less regularly updated in customer’s wardrobes, a better understanding of the pricing hierarchy can be seen on the right. It is difficult to predict profits for different garments as pricing will vary but the average mark-up is expected at 70%. When compared with competitors, Elsewhere has an average price point, beating the main international competitor on price but offering a more premium price than an ethical marketplace that is not specialised in fashion. The brand intends to compete on 'fashionability' by offering up to date trends, timeless style and a range of modern fashion brands. Elsewhere will focus on stocking new and mainly European ethical brands which competitors are yet to stock. For more information on competitors, see the Elsewhere Business Plan. TOPS BOTTOMS DRESSES OUTERWEAR ACCESSORIES 0-5050-150150-300300-40051-150151-300301-400 Tab.3 Fashionability PRICE competitor POSITIONING PRICING hierarchy Tab.4 Tab.5
  • 11. 20 21 unique selling point The unique selling point for Elsewhere is their #IAMELSEWHERE account personalised to a customer’s unique value system. The conscious circle (on the right) was created as an easy to identify key for the ethical filters which will have hover over information and a link to show users how it works. Whether a user searches for dresses or through the ‘Organic’ filter, the website intends to offer easy navigation and a simple yet sophisticated design which appeals to the eye and makes the shopping experience more serene. Alongside the ethical credentials, Elsewhere intends to offer a variety of fashion options from different brands that are stylish and timeless. As Elsewhere grows each year, the range of products will also grow to offer many product types from womenswear to lingerie to swimwear. Upon making a purchase, Elsewhere will offer excellent customer service, thanking customers and keeping them updated on their order status. The brand will communicate after order arrival to gain feedback from the customer and create a relationship in order to maintain customer loyalty. Customers are encouraged to personalise their own #IAMELSEWHERE account as this offers a unique experience with all promotions based on their preferred ethics. Creating a one-to-one experience for the customer is important to make them feel special and to show that all different belief systems are recognised without any guilt. Elsewhere will use a Data Capture strategy for the account which will gain customer information on shopping habits, favourite brands, fashion sense and wish lists leading to marketing based around these known traits. Elsewhere intends to be fashion led and wants the garments to be wearable, high quality and harmless to people and the planet. Elsewhere feel that by offering transparency on the supply chains of products, they are being honest and open with their customers. Consumers now expect a level of trust in the brands they shop at, 68% will recommend trusted brands to others and over half boycott brands they don’t trust (BBG, 2015). These conscious consumers can learn about the back story of the products they buy and truly understand the process that went in to making the clothes they love to wear. The value placed on transparency and traceability but also style will lead the marketing as competitors are not focusing on transparency but masking their ethical credentials to appeal to the masses. Elsewhere has attempted to offer ease of use for both conscious and general consumers as drop down menus allow those less aware customers to shop for fashion in a traditional sense through product type, size and price. The Elsewhere name is unique and can be played on to create puns, straplines and other marketing material. Elsewhere means ‘in or to another place’ and Elsewhere wants to be the guilt free alternative to fast fashion brands. The name will be used in marketing as ‘to shop Elsewhere’ is to actively shop a better and more considered way. Fig.4
  • 12. 22 23 distribution Elsewhere distribution will take place through Green Courier, the UK’s leading eco-friendly courier service. Customers will pay shipping for their orders but promotions will be used to increase sales by offering free shipping with spends over £100. The focus is not on instant shipping or striving for ‘next day delivery’ as the conscious consumer mind set is to be considerate of the environment and mindful of purchases which are worth waiting for. Carbon offsets are calculated for each order and offered as an add on at the checkout. Once an order is placed, the customer receives a confirmation email, the order is packed in house and picked up by the couriers at the end of each working day. Customers will be updated through each stage of the delivery process and reminded to recycle their packaging if they are pleased with the order. If unhappy with the order a return shipping label is included which can be used to qualify for a return or exchange. Elsewhere also run a recycling scheme meaning customers can refill the box with any unwanted garments from their wardrobe which the business can repurpose ‘elsewhere’ by either donating to charity or offering the materials to suppliers who work with recycled fibres. The marketing for this will entail encouraging customers to make room for ethical garments whilst reducing their waste and sensibly disposing of their old clothes to be repurposed ‘elsewhere’. Fig.5 REDUCE WASTE. RECYCLE fashion. REPURPOSE ELSEWHERE.
  • 13. 24 25 2017 launch calendar January Announcement of platform with sales opening in March Website Available Social media launch February Pop Up Press Event March Online Sales Launch £5 off for joining #IAMELSEWHERE April Bus Advertising EARTHDAY 10% off Voucher via sponsored blog posts June #IAMELSEWHERE Competition on social media August #IAMELSEWHERE winner announced September Sponsored Blog Posts November #BuyNothingDay – Website sales closed for Black Friday December Christmas Themed #IAMELSEWHERE competition Elsewhere will launch the website and social media before online sales to create awareness and excitement about the online sales launch from potential customers. The hashtag #IAMELSEWHERE was created to make the brand feel inclusive to all and is an easy to remember tag for all of social media. The tag creates a conversation and customers can use it to show off outfits and feel part of a community. To encourage customers to save their personal philosophy using their own account, a pop up will appear upon opening the Elsewhere web page offering a £5 off when the customer creates an account. The brand then has their details to send the newsletter and information on new stock. Throughout the year, Elsewhere will run promotions, competitions and attend events which encourage their philosophy ‘Transparent Fashion, Clear Conscience’. Online marketing is important for an e-commerce business. The target consumer uses social media and it is particularly popular with the Mindful Millennial and Gen Zen.
  • 14. 26 27 marketing budget The marketing budget is high in Year One at £25,000 because establishing the brand with customers is vital to the success. It is important to invest in marketing because as a start up business, it is a brand new concept which people will not yet know or understand. The marketing budget will then decrease for the second and third year. A predicted break down of costs is listed below. £10, 000 - Social Media Consultancy As social media needs to be updated regularly, the brand will use a consultancy to help undertake this task within the first year until a marketing manager can be recruited to work within the brand. The consultancy must help with search engine optimisation (SEO) and web analytics to increase the ranking of Elsewhere on search pages, gaining more exposure leading to sales. In the future a social media intern will be considered who can then make use of Snapchat to video log the business behind the website. £8000 - Pop up Press Event Thepresseventisvitaltolaunchingthebrandwhenitisknownandalreadycreating a buzz within the ethical fashion community. This budget includes everything from invitations, the venue, guest travel and/or accomodation, catering, equipment, fixtures and decoration, hand outs and free gifts. £5000 - Bus Advertising A campaign printed on the sides of buses will be actioned through Exterion Media (2016) who offer public transport marketing throughout the UK. They believe " 5.2 billion passenger journeys in the UK each year and 2.3 billion bus trips made on London buses alone, ensuring large-scale opportunities for you to reach the right audience". Although biased, the firm found that millions see bus advertising every week with 86% being able to recall adverts they see on the sides of buses. £5000 - Promotions and Offers This will include offering £5 off joining offers, voucher codes, free delivery over a specified amount, student discounts, competition prizes, etc. £4000 - Content Creation Creating primary content is important for a business to stay relevant so this money will be spent on brand campaign imagery, photoshoots and infographics. £2000 - Website updates £1000 - Contingency Budget This considers any unforeseen marketing and hidden costs throughout the year and can go towards a christmas campaign if left unspent. marketing material name email #iamelsewhere Join today for £5 off Fig.6 Fig.7
  • 15. 28 29 WEBSITE (For information on the website, see the Elsewhere Handbook) Fig.8
  • 16. 30 31 SOCIAL MEDIA Fig.9 SocialSite that is all about DIscovery Largest opportunities users are: users share Largest PENETRATION but spreading slowly and steadily micro blogging SocialSite that limits each mobile is facebook’s Cash cow 140 PINTEREST twitter facebook instagram google+ post to every second characters 1MILLION Links social sharing site all around most followed brand is andnow15second Pictures # videos social netw built by goo that allows brand to build circ userand w crafts/diy health fashion cooking decor million u s e r s 70 20% male million active users active users 289 9,100tweets milli active u 30billion 1.5 Million active users 300 many brands are participating through the use of but the ones tha tend to b in the US hashtags pictures and posting consumers can relate to good fit greatfollow not as m bran acti EVERY 20 MINUTES 80%female happen MONTHLY Hangouts and Photos Have been separ from google but posts will re as “stream 1.31 billionmonthly active mobile users Mobile ad revenue makes up 76% of all ad revenue ($2.9 billion in Q2 of 2015) Statistics as of 7.8.2015 Desig Social media is a crucial tool within modern marketing and it is first important to understand the different platforms available for a business. The infographic below by Leverage New Age Media (2014) shows how the varying operations and users of the four main social media platforms Elsewhere intends to use. As Pinterest has a majority female usage and a focus on fashion, it is important for Elsewhere to infiltrate this website. It is also very easy to use Pinterest as an image sharing website because the brand can upload product shots, campaign imagery of their own and look books to promote their stocked brands. Twitter is a content based sharing site and as Elsewhere has an ethical focus, it can use this to share socially responsible news, support fair fashion campaigns and retweet suppliers although there are drawbacks with the character limit. The simplicity of 'liking' a page for updates and no limitations on word count makes Facebook a great marketing tool, not to mention a vast user database for Elsewhere to engage with. Fig.10
  • 17. 32 33 facebook Content Required: Sharing relevant promotions, Stock Updates, News, Articles, Links, Images, Videos Objectives: Increase revenue, Gain likes and shares, Customer relations and communication, Promote offers Update Schedule: Daily Aim: 2000 Follows by year end twitter Content Required: 160 Character limit/Retweets of relevant News, Articles, Links, Images, Videos Objectives: Increase revenue, Spread message, Gain followers and retweets Update Schedule: Daily Aim: 1000 Follows by year end pinterest Content Required: Product Images, Campaign imagery, Lookbooks, Videos Objectives: Collection of visuals, Brand moodboard, Gain followers Update Schedule: Weekly/Monthly Depends on incoming stock updates Aim: 5000 Repins by year end instagram Content Required: Branded and Lifestyle Images, Customer feedback images Objectives: Visually represent the brand image, Increase brand reach, Gain followers, Promote offers and competitions. Remember: Simple and sophisticated. Modern and minimal. Transparent and traceable. Update Schedule: Daily-Weekly Aim: 500 Likes per post by year end Fig.11 instagram Fig.12
  • 18. 34 35 Enlighten The business must build awareness to reach conscious consumers and enlighten the less conscious. Keep messages conscious but fun and light hearted with a focus on fashion. Before a consumer can engage, they must understand what the brand is, feel it is accessible to them and be inspired by the brand's message. Engage Social media allows the business to engage with customers by responding to comments. By communicating with customers and not being afraid to reply to messages, the business can build trust which is important to retain customers and gain the loyalty. Elsewhere can show the background of the business and be transparent about behind the scenes to maintain customer confidence in the brands ethos. Entertain Marketing should entertain customers by introducing them to interesting information, events and positive stories. Elsewhere will show customers that there are real people behind this business who care about more than just profit and take people and the planet into consideration with every step. We are humans that are trying to tackle the human cost of fashion through our business ethos. In April, this may include information on Fashion Revolution or Earth Day events or highlights from the Ethical Fashion Berlin in July 2017. Educate Social media should educate customers about sales, promotions and offers but also the industry as a whole. Updating social media when there is a new promotional strategy is important to ensure that customers are aware of special offers therefore creating optimum sales. the 4 e's of social media marketing twitter Fig.13
  • 19. 36 37 This Social Media Policy will be used for employees, associates and suppliers. Conscious communication The tone of voice must always be considerate of the people in the supply chain and the planet. The brand must be transparent and offer honesty to customers. The voice must be clear and consistent throughout each social media platform. Celebrate Personalisation Celebrate the USP of the brand and the different belief systems of customers. Link articles to each conscious circle filter eg. Vegan news stories for those who ‘Shop Elsewhere’ for vegan fashion or Fair Trade Association retweets for those who shop for fairtrade. Use #IAMELSEWHERE but also personalise #IAMFAIRTRADE or #IAMNEWLIFE etc. Positivity is key There will be no shaming of customers for unethical choices. Customers must feel like Elsewhere has a positive influence offering alternatives to fast fashion competitors and championing the ethical lifestyle of customers. NO PLAGIARISM All images or quotes must be properly linked back with the original source obvious or can not be used. Customer ConFIdentiality It is very important to keep customer and colleague information protected at all times. No disrespect No swear words will be used on Elsewhere social media. All posts must be respectful of Elsewhere beliefs, equality and social justice so any disrespectful behaviour will not be tolerated. Disclosure Agreement Employees may associate their personal accounts with the company social media but must use a disclaimer stating that the views in their personal posts are their own and not those of the company. SOCIAL MEDIA policy
  • 20. 38 39 Fig.14 POP UP PRESS EVENT Fig.15
  • 21. 40 41 The press event is designed to introduce people to the brand, creating a buzz and news stories to reach potential customers. A range of printed or online press and bloggers will be invited, encouraged to share their time on social media, link the Elsewhere website or social media and use the hashtag #IAMELSEWHERE. Elsewhere are putting on the press event to show off the clothing, its ethical credentials and promote the brands ethos. The pop up should gain interest and anticipation from customers ready for the March sales launch. There is a significant budget for this event so the venue must be large enough to fit all the product and invited guests to network and enjoy themselves whilst learning about the Elsewhere brand. The 'pop up' element will be showcasing stock which is available for preorder by guests. The event should bring in many guests as attending press days and networking with likeminded individuals is appealing to many in the industry and concious community. Staff will be hired for the night to greet guests on arrival, for serving food and catering as well as staff to help set up the fixtures and clothing which will be designated into style and trends. chosen VENUE The venue, Fazeley Studios Grand Gallery, is the perfect location with character but minimalist colours and white walls. The space is very large, enough for at least 200 visitors and well lit for an easy day to night event. Fazeley Events (2016) say 'limestone flooring and large skylights create a light, stylish ambience. Unsurprisingly, first-time visitors are often left speechless'. The venue is easy to get to as it is not far from Birmingham City Centre and close to public transport links, both bus and train. Digbeth is an up and coming creative hub in Birmingham which Elsewhere intends to capitalise on. It is close to hotels for overnight guests and Birmingham is a great tourist location offering guests many other attractions to enjoy especially with the new arrival of Grand Central. The space has a bar and catering service to provide tasty treats and a vegan and vegetarian buffet is important for the target market. POP UP PRESS EVENT EVENTS Make It Memorable Make It Memorable “Amazing place, professional staff and brilliant ambience. The Fazeley Events team did an amazing job and we were more than impressed by the service they provided.” Agnese Reinika, Capgemini UK “Making the booking was easy and all communication regarding my requirements was professional, friendly and timely. The room was perfect and the facilities offered were excellent. An excellent venue to host my team meetings and one which I will be using again.” Rob Smith, Regional Operations Director, Costa Coffee “We are always happy to use Fazeley Studios for meetings and events. The spaces are bright, clean and funky, and provide an interesting environment.” David Viney, Birmingham LGBT “With its classic architecture and contemporary design, Fazeley Studios is a venue full of character and its central Birmingham location makes it ideal forcorporate events.” Paul Mitchinson, Head of the Social Committee, McCann Erickson WHAT PEOPLE SAY 0121 224 8486 fazeleyevents.com A special event deserves a special venue. That means somewhere with elegance, character and just the right amount of quirkiness. Our extraordinary and beautiful spaces give you precisely that, bringing style and sparkle to any occasion. Your guests will be only 800 yards from the bars, restaurants and transport links of Birmingham city centre but a million miles from the humdrum. You are your greatest event organiser. By the time you talk to us, you might have a good idea of what you want for your event. But you don’t have to do the planning alone. Our events team can take care of as much or as little as you want: getting bottles of bubbly, choosing effect lighting, sourcing special entertainment - you name it. Our venues are really, really versatile. Think of them as a blank canvas and make them your own. Our team will stay in touch to make sure you are always in control. Dining, dancing, impressing board members, launching new products. Whatever your occasion, we will be on hand to help make it a success . Guests tend not to forget our events in a hurry. Yours won’t either... Industrial history, beautiful Victorian architecture and bags of character define this special venue. Tucked away on a quiet street in Digbeth, Fazeley Studios (somehow) remains a well kept secret - home to a choice cut from the creative industries. It hasn’t always been that way though. The building dates back 150 years to when Digbeth was a hustling, bustling hub of industry and commerce. The heart of the facility is the Grand Gallery, built in 1865 as a Unitarian Chapel in the Gothic style. The carefully-restored architecture throws a charming spotlight on Birmingham’s past and offers a memorable setting for any event. AN EVENT TO REMEMBER? WE HAVE JUST THE PLACE. Large, flexible and with drive-in facilities, the IKON Gallery is ideal for hosting wedding receptions, conferences, car launches, exhibitions and fashion shows. Beautiful views across the landscaped courtyard serve up a backdrop for sparkling events. The Old Ikon Gallery at Fazeley Studios Fazeley Studios The mightily impressive Grand Gallery, a former Unitarian Chapel, was designed by George Ingall and opened in 1876. With soaring ceilings, Gothic archways, antique pews and stained-glass windows, it’s a superb setting for drink receptions, buffet lunches and photo shoots. Pre-Raphaelite art hangs on the walls, while limestone flooring and large skylights create a light, stylish ambience. Unsurprisingly, first-time visitors are often left speechless. Grand Gallery at Fazeley Studios No No qua bui Cus But our nei and The we C Thi firs hea hug imp ma me and we O Suite 7 was originally built in 1865 as a Unitarian Sunday School. Since then it has been faithfully restored to create a spacious room replete with natural light. All the better for seeing the beautiful original beams and arched windows, which provide guests with a charismatic and attractive link between old and new. The space is perfect for meetings, conferences or intimate wedding receptions. Suite 7 at Fazeley Studios 1 3 2 5 4 JEWELLERY QUARTER M6 P P P P Accommodation Hyatt Hotel Radisson Blu Hotel Ibis Hotel Hotel La Tour Paragon Hotel OUR VENUES OUR VENUES SNOW HILL STATION NEW STREET STATION DIGBETH COACH STATION THE MAILBOX THE BULLRING MOOR ST STATION AT THE HEART OF BIRMINGHAM A 38 Q U EEN SW AY A38ASTONEXPRESSWAY A4540DARTMOUTH MIDDLEWAY COVENTRY STREET BORDESLEY STREET LIVERPO O L ST GIBB STREET MILK STREET BARNSTREET PICKFORDSTREET LITTLEANNST RIVERSTREET TRENTSTREET HEATH MILL LANE LOWERTRINITY ST ADDERLEY ST SUFFOLK STRRET QUEENSW AY HIGH STREET DERITEND B4100 Fazeley Studios 191 Fazeley Street, Digbeth, Birmingham, B5 5SE Custard Factory Gibb Street, Birmingham, West Midlands, B9 4AA fazeley grand gallery, bham Fig.16
  • 22. 42 43 POP UP PRESS EVENT The press event must be eco friendly, so invitations will be kept digital and fixtures will be well sourced from ethical suppliers. Elsewhere branded wooden hangers will be bought in to showcase each garment with hang tags that include the conscious circle filters related to each piece. All hangers and tags will be kept for daily operations and may be used during promotional photo shoots. There will be tablet devices around the room instead of a till point for guest use to pre-order clothing. Guests will receive a free gift of a company logoed tote bag and photo opportunities with a branded wall created for guests to take photographs for social media. The business owner, investors and staff will be available for interviews from press and each guest will have a name badge stating what publication they are from to ease networking opportunities. A brand booklet will be handed out to guests including a press release, information on the sales launch, appropriate photography for media use. This booklet will also be available in a digital version. EVALUATION OF SUCCESS Evaluation of the success of this event will be through the amount of press created and the type of feedback; of course positive feedback is preferred. If successful, Elsewhere will look at future press days for each season and offer invitations as prizes to lucky customers. The aim for this event is to gain: • 100+ Social media posts including Instagram photos and Facebook 'check ins' • 100+ uses of the #IAMELSEWHERE hashtag • Newspaper/Magazine features and 10 online articles • At least 20 blog posts or vlogs about the event and brand Fig.17 Fig.18
  • 23. 44 45 GUEST LIST press Local Newspapers Business of Fashion Drapers WGSN/LSN:Global The Guardian The Telegraph Huffington Post Ecouterre The Ecologist Refinery29 Dazed AnOther Vogue Elle group representatives Ethical Fashion Forum Fashion Revolution Labour Behind the Label Clean Clothes Campaign Ethical Writers Coalition Ethical Blogger Network Ethical Consumer Brand representatives Laurence Chester from 16SEVEN Paula from Maymiko Demi from Nomadic Me Kate from Nomads Nina from Mussiggang Laura from Fool Dost OrsoladeCastrofromFashionRevolution Carry Somers from Fashion Revolution bloggers Ceri @ Style Eyes Wendy @ Moral Fibres Holly @ Leotie Lovely Amber @ Amber's Beauty Talk Besma @ Curiously Conscious Georgie @ City Girl at Heart Jesse @ Jesseanneo Theguestlistsinvolvesimportantnewssitesandfashionpressaswellas campaigns and ethical fashion bloggers. These have a wide and diverse readership to get the brand noticed by many customers, not just conscious consumers. We encourage guests to take photos, try on the clothes, enjoy the food and drink. They are also encouraged to share their experience on social media, to blog about the event or vlog the experience, show off their free gifts and use the IAMELSEWHERE hashtag. All guests will be asked to 'like' the brand on social media and bloggers will be given an Earth Day voucher code to promote in April to their followers. buy nothing day In recent years, the American tradtion of 'Black Friday' has infiltrated the rest of the world with retailers putting on excessive sales at rock bottom prices. The phenomena saw queues lining the streets waiting for shops to open and physical arguments between customers shopping in store. Many websites crashed from the amount of visitors trying to find bargain products. In 2015, a trend called 'Buy Nothing Day' called for people to end the materialistic consumerism and pledge to buy nothing on that day. Elsewhere intends to create a PR stunt by closing the website sales on Black Friday and instead informing consumers of a movement towards more ethical and conscious consumerism. The business hopes that by taking ethical responsibility seriously and showing a more considered approach to business, the brand can win over customers. The brand believes that although sales may suffer on the actual day, the business will profit heavily from making a stand for what they believe in. This marketing ploy will be heavily publicised on all social media accounts and Elsewhere can consider collaborating with the creators of 'Buy Nothing Day' to promote the event. Elsewhere want to show that they are invested in triple bottom line principles believing people and planet are of equal importance to profit.
  • 24. 46 47 SPONSORED BLOG POSTS Elsewhere will take advantage of the growing ethical blogger movement to connect with conscious consumers using affiliate schemes. Part of the marketing budget will go to paying bloggers to review and post about Elsewhere and the personalisation features. By having a range of bloggers write sponsored blog posts, this will show the variety of filters available and the different preferences of each individual. Collective groups such as the Ethical Writers Coalition and the Ethical Blogger Network will be used to reach the right bloggers and find their contact details. Payment of bloggers for advertising will be based on a case by case basis of blog visitors per month. Bloggers can choose a wage fee or offered free garments which can lead to extra publicity when photographed wearing Elsewhere product. Each blogger will need to link the Elsewhere website and social media in their post and be able to use Elsewhere promotional imagery with a click-through link to the website.Elsewhere will advertise on the most successful ethical fashion blogs offering commision to bloggers via click-through-rates when the click through ends in a sale. Fig.19 Fig.20/21
  • 25. 48 49 #IAMELSEWHERE Good Society Fool Dost 16Seven Add More... Matt & Nat Reformation Raven & Lily swedish hasbeens NEW IN ORGANICSimply take a photograph in your best ethical gear and tag #IAMELSEWHERE for a chance to win a £500 voucher! enter the competition Fig.22 Fig.23 win a £500 VOUCHER To enter the competition, post a photo in your best ethical outfit on social media, tag us & #iamelsewhere T&Cs To engage users in the brands story and create an inclusive feeling for all as well as reaching more potential customers, Elsewhere intends to run a competion in June offering the chance to win a £50 voucher to one lucky person. The competition involves taking a photograph in ethical clothing, particularly Elsewhere clothing in a great location using the tag #IAMELSEWHERE. The competion will mainly be pioneered through Instagram but other social media will be involved to promote and share the best photos which fit with the brand image. The competition success will be evaluated by the amount of people who join in, the aim being 500+ people. RULES • The brand social media must be tagged • The hashtag #IAMELSEWHERE must be used • By entering the competition, you give Elsewhere the rights to use your photo on their social media and website • Winners will be announced at the end of July and will be featured on the website after an interview with the brand The competition Fig.24
  • 26. 50 51 Barton, C, Koslow, L and Beauchamp, C (2014) The Reciprocity Principle: How Millennials Are Changing the Face of Marketing Forever, BCG Perspectives. Available at: https://www.bcgperspectives.com/content/articles/marketing_center_consumer_ customer_insight_how_millennials_changing_marketing_forever/ [Accessed 9/03/2016] BBG (2015) British Brands Group: Consumer Trust in Brands Summary Report UK 2015 [PDF] Available at: www.britishbrandsgroup.org.uk/upload/File/Consumer%20 Trust%20in%20Brands%20Summary%20Report%20UK%20201015.pdf [Accessed 15/03/2016] Benderev, C (2014) Millennials: We Help The Earth But Don't Call Us Environmentalists. Available at: www.npr.org/2014/10/11/355163205/millennials-well-help-the-planet- but-dont-call-us-environmentalists [Accessed 10/03/2016] Ethical Consumer (2016) The alternative consumer organisation. Available at: www. ethicalconsumer.org/ [Accessed 15/4/2016] Exterior Media (2016) Bus Advertising. Available at: www.exterionmedia.com/uk/what- we-do/our-media/bus-advertising/ [Accessed 1/04/2016] Fazeley Events Corporate Brochure (2016) [PDF] Available at: www.fazeleyevents. co.uk/wp-content/uploads/2014/12/Corporate-Brochure.pdf [Accessed 27/03/2016] Leverage New Age Media (2014) Social Media Comparison Infographic [PDF] Downloadable at: https://leveragenewagemedia.com/downloads/Social-infographic. pdf [Accessed 20/03/2016] references
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