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SUBDUED_Content strategy
- 1. Introduction Subdued, the brandthat we chose to work on, is an Italian firm which has an unique fresh style, casual but sophisticated, elegant but creative, being inspired by French bohemian style that is still actual. The fashion nowadays -and thus the teenage girls- look at the past tendencies more frequently, in order to build old but new looks. Teenagers are always looking for something trendy, but that makes out their own style. And this brand got to create that kind of style, such a difficult point. In spite of this fact, that is a successful firm, that wherever it goes it makes the best of it, it is not so known. Actually, only one of the components of the group knew about it. Also, it has almost one hundred stores in Italy, apart from seven shops in the rest of Europe. But if you don’t live in one of those cities where Subdued is placed it is hard to have any knowledge about it. So, that’s why we decided to choose this great clothes brand that bets for a different way of making business, in order to make the people have some information about it.
- 2. Current analysis MISSION The aimof this old-new style is being fashionable but free: it does not provide a unique look, but it let the consumers create their own personal style matching different clothes in different ways, depending on the tastes. VISION and HISTORY Their vision follows a trendy but not ordinary style. Subdued was started up by Alessandro Orsini and Enrico Sconciaforni in Rome in 1990. The brand has become through time in a model to follow in all Europe for girls who are aware by fashion and who look for reaffirming their style with their garments. ORGANIZATION It’s an Italian clothing brand produced and distributed by Osit Impresa S.p.a. It currently has 45 shops and 43 corners in Italy and it is now in its highest point of expansion. COMPETITORS The main competitors Bershka, Pull and Bear, Zara, Brandy&Melville, H&M, Shana, Double Agent, Stradivarius, Mango.
- 3. What they thinkabout themselves now “We are a brand with an informal, sophisticated style that gets inspiration from teen favorited celebrities look’s reinterpreting their fashion designs in clothes for the youngest and most attentive to the tendencies’ public. Up-to-the-minute trend, Subdued runs to fashion conscious girls between 14 and 18 years aware that the style accompanies them in their lifestyle and they choose Subdued since the brand’s point of inspiration are themselves, the girls. Because they know that is not enough with being fashionista and trendy, there’s need to give it a twist, their own twist going further the mainstream.”
- 4. Current content strategy Brandawarenessand Multichannel Current target group Currently, they are using a brandawareness and multichannel content strategy because they want to reach a target group as wide as possible. However, they are not succeeding in it because they sell a very particular style that not everyone may like. Content used Clothes and accessories Content types used Photos of products Strategical choices Free shipping when buy online Content you see Girls chatting, dressed with Subdued clothes Pursued goals NO (they would like their vintage style to reach everyone) Content = demands (?) NO (they don’t offer om-the-go information to the consumers on the socials) Content linked NO (they don’t link the post between one social network and another one, neither to the website) 3 C Conversation Consistent X Contextual 3 S Sharable X Snackable X Searchable
- 5. Current behaviour online Toshow better how the Subdued’s competitors behave in the social networks, we compared it with Bershka because they both have the exactly same target group (mostly teenager girls). Twitter Subdued Bershka Followers 5 000 337 000 Posts 3-4 per day 2 or 3 per day Event Lots of events Less events, more initiatives Hashtags Many hashtags in an useless way Very seldom but accurately Facebook Subdued Bershka Followers 160 000 8 000 000 Posts 3-4 posts per day Only photos 1 post per day, or none Photos, videos, links to website Event Lots of events Less events, more initiatives Hashtags Many hashtags in an useless way Very seldom but accurately Instagram Subdued Bershka Followers 343 000 1 600 000 Posts 3 866 (4-5 per day) 1 231 (2 per day) Hashtags 63 569 813 373 Content Only clothes Fashion and life style Pinterest Subdued Bershka Followers 913 19 000 Posts 296 789 Hashtags Many hashtags, useless way Many hashtags, useless way
- 6. Our advice: contentstrategy and target group - CONSUMERS’ RETENTION - The TARGET GROUP are the girls from fourteen to twenty-five years old. These girls pursue a retro style but with a fresh touch of fashion: the style we purpose is vintage, smart but not boring, sometimes elegant, sometimes casual, but never ordinary. Unlike their main competitor, like Zara or Bershka, Subdued needs to focus on this particular and vintage target group, addresses it and make it more loyal to the brand. We don’t suggest making the target group wider because this style may not fit older women and neither males; it’s better for Subdued to concentrate on the specific kind of girls we have just described. Consumers' retention Branded content KEY MESSAGES 1) Deliver their vision 2) “I have something nice for you” CHANNELS 1) Twitter and YouTube 2) Facebook, Instagram and Pinterest They need to focus more on those girls who appreciate this particular style and try to improve their faithfulness to the brand. Find, group, organise the best and most relevant content on their style, in order to find a meeting point with costumers.
- 7. This is thekind of girl we are looking for! RETRO VINTAGE SMART, NOT BORING 14 – 25 YEARS OLD
- 8. Appendix Topic and columnswe suggest Content calendar for weekly columns Please note! “Christmas collection” is only for December; “Discount event” is only for September. Column Channel What to post Tone of voice Goal When Monday Celebrity Look Twitter, Facebook, Instagram Celebrities’ photos and twit’s mentioning Friendly Suggesting 1 p.m. Back to 70’s •Hippie style •Town style Festival styling tips •Event to make your own style •“Get inspired from a celebrity” “Don’t overlook at the accessories” •Lucky bag event •On tour bus with popup store “Back to school” •Discount event •Late night shopping Christmas season •Christmas collection •Christmas party
- 9. Lucky bag event Twitter Photos of accessories andhashtags Fun Advertising 1 p.m. Discount event Twitter, Facebook, Instagram Photos of the discount products Informative Advertising 2 p.m. Christmas party YouTube, Twitter After-movie Fun and catching Attracting audience 1 p.m. Tuesday Lucky bag event Instagram Photos of accessories and poster for event Fun Advertising 12 p.m. Christmas collection Twitter, Facebook, Instagram Photos preview and specific information Informative and fun Advertising 3 p.m. Christmas party Facebook Specific information Informative Advertising 4 p.m. Wednesday Celebrity’s look Twitter Mentioning celebrities Friendly Suggesting 1 p.m. Discount event Twitter, Facebook, Instagram, Website Photos of the discount products Informative Advertising 2 p.m. and 10 a.m. for Website Christmas collection Twitter, Facebook, Instagram, Website Photos preview and specific information Informative and fun Advertising 3 p.m. and 10 a.m. for website Christmas party Website Poster of the event Informative and catching Advertising 10 a.m.
- 10. Thursday Celebrity’s look Facebook, Instagram Celebrities’ photos Friendly Suggesting 4p.m. Lucky bag event Twitter Photos of accessories and hashtags Fun Advertising 1 p.m. Christmas party Facebook Specific information Informative Advertising 4 p.m. Friday Lucky bag event Instagram Photos of accessories and poster for event Fun Advertising 12 p.m. Discount event Twitter, Facebook, Instagram Photos of the discount products Informative Advertising 2 p.m. Christmas party YouTube After-movie Fun and catching Attracting audience 1 p.m. Saturday Celebrity’s look Twitter Mentioning celebrities Friendly Suggesting 1 p.m. Christmas collection Twitter, Facebook, Instagram Photos preview and specific information Informative and fun Advertising 3 p.m. Sunday Celebrity’s look Facebook, Instagram Celebrities’ photos Friendly Suggesting 4 p.m. Lucky bag event Facebook Specific information about the event Informative Advertising 4 p.m. Christmas party Twitter Specific information and link to after-movie Informative and catching Advertising 1 p.m.
- 11. Content calendar formonthly columns Please note! The “Late night shopping” is only during September. Column Channel What to post Tone of voice Goal When Week 1 Hippie style YouTube, Facebook, Instagram Photos and videos about 70’s Friendly Suggesting 1 p.m. Town style Twitter, Facebook, Instagram Photos and mentions Fun Suggesting 1 p.m. Make your own style – event YouTube, article Shop’s video and report on fashion magazine Interesting Informing 12 p.m. Pop up store YouTube After movie Exciting Attracting 12 p.m. Late night shopping Twitter, Facebook, Instagram, Website Advertisements and specific information Friendly Informing 1 p.m. Week 2 Hippie style Twitter, Facebook, Instagram Photos and mentions Friendly Suggesting 1 p.m. Town style YouTube, Facebook, Instagram Photos and videos about 70’s Fun Suggesting 2 p.m. Make your own style – event YouTube, Twitter Shop’s video and promotions Interesting Informing 3 p.m. Pop up store Twitter, Facebook, Instagram Information about the location Informative and fun Informing 1 p.m. Late night shopping YouTube, Twitter After movie and specific information Exciting and informative Attracting and informing 12 p.m.
- 12. Week 3 Hippiestyle Facebook, Instagram Photos Friendly Suggesting 2 p.m. Town style Twitter, Facebook, Instagram Photos and mentions Fun Suggesting 1 p.m. Make your own style – event Twitter Promotions Interesting Informing 2 p.m. Pop up store Twitter, Facebook, Instagram Information about the location Informative and fun Informing 1 p.m. Late night shopping Twitter Advertisements Informative Informing 1 p.m. Week 4 Hippie style Twitter Mentions Friendly Suggesting 1 p.m. Make your own style – event YouTube, Twitter Shop’s video and promotions Interesting Informing 3 p.m. Pop up store Twitter, Facebook, Instagram Information about the location Informative and fun Informing 1 p.m. Late night shopping Twitter Advertisements Informative Informing 1 p.m.