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The brand: JACQUEMUS Official website: https://www

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The brand: JACQUEMUS Official website: https://www.jacquemus.com/ Ins: https://www.instagram.com/jacquemus/ Selected Marketing communication: Pop-up store Definition of marketing communication: “marketer oriented messages, placed in various media, their purpose begin to sell the brand by showing it, saying things about it, or both, in a manner that establishes the marketer’s desired position for the brand in the minds of target customers….” Introduction (800 words) • Introduce selected brand: brief history and evolution, market positioning, key competitors; - model must be used: positioning diamond / Brand Identity (choose one of them). - History + timeline of key dates for Jacquemus Timeline Example:? - SWOT Analysis - Competitor’s analysis (use these 3 competitors: Celine, Isabel marant, Vetements) - Market Position: draw a Position map - Customer segmentation Analysis: Geographic, demographic, psychological, Behavior • Introduce the selected aspect of the marketing communications which you will analyze; - Marketing Communication element. The communication element that I want to use is Pop-up store. - This link introduces what the pop up is https://pressbooks.library.ryerson.ca/popup/ chapter/chapter-2-formats-and-functions-of-pop-up-shops-prototype/ • Provide a brief overview of the structure of your report (including details of primary and secondary research conducted); Primary research would be conduct a questionnaire survey to ask do you know the brand jacquemus? How you ever been to the pop-up stores? Based on the research and analysis of its target consumers, questionnaire will be developed for those consumers to understand their thoughts on pop-ups. Mainly in brand introduction part - Partly in communication mix part Part 1 – Communication mix: element analysis (800 words) In this section, you will analyze the chosen marketing communications mix. Consider the following aspects in relation to the brand you have selected: • Your analysis should focus primarily on the chosen element; (Pop-up store) - The link should be useful https://www.fashionmodeldirectory.com/news/business/ jacquemus-celebrates-10-years-with-popup-store.htm • You might want to highlight relationships with other elements (e.g. is there evidence of integration / coordination with other elements?) but your focus should be on the selected element; - Relationship with other element social media: instagram) - Promote to your existing Ins followers by creating an ins event and inviting them. This will spread awareness to your existing fans and increase the reach of your pop-up marketing efforts. - Advertise on Ins: Ins has advanced targeting options for audience type and geographical area, making it an ideal channel to spread the word to prospects who don't know you yet. Read more about how to create an ins ad. - The link should be useful: https://blog.hubspot.com/marketing/creative-pop-up-events • Use the theories, models and frameworks discussed in the unit or in the recommended readings to underpin your analysis (e.g. AIDA); - Attention: creating brand awareness or a?liation with your product or service - Interest of the customer: Generating interest in the benefits of your product to service, and su?cient interest to encourage the buyer to start to research further - Desire: For your product or service through an ‘ emotional connection’ showing your brand personality. Move the consumer from ‘linking’ it to ‘wanting it’ - Action Move the buyer to interacting with your company and taking the nest step ( downloading a brochure, making the phone call, joining your newsletter, or engaging in live chat) • Analyze examples of successful (and unsuccessful campaigns) which involved the chosen element (you could also analyze what competitors are doing but always in relation to the chosen marketing mix element) - Analysis jacquemus pop up Link: https://www.fashionmodeldirectory.com/news/business/ jacquemus-celebrates-10-years-with-popup-store.htm - also can choose one competitor like Celine. To analysis its Pop Ups campaigns. And compare to Jacquemus’s pop up campaign. The brand is strategically positioned with an attainable product at an accessible price point. This missing price-point was noted when brands like Acne Studios started increasing their prices as they started becoming more known (Kent & Crump, 2019). Nowadays, they can be found in more than 400 retailers, whilst having stores around Scandinavian countries, London, New York, LA and Miami (Berlinger, 2020; Dacre, 2019; Mcelroy, 2020). In the past three years, the company has achieved a consecutive 50% growth in revenue. For 2019, they were projecting a 38% growth in sales from 2018. (Kent & Crump, 2019; Mcelroy, 2020). 1.2. Positioning and Competitors' Analysis Since Ganni started gaining popularity as their Instagram community grew stronger, it can be considered as a social-media-sawy brand (Skyes, 2017). Therefore, to generate a competitors' analysis, they are compared to other social-media-savvy brands Points of Parity Points of Differentiation . Wearable fashion with sustainable Higher price points fabrics Multiple categories for different body insouciant style types) • Friendly tone-of-voice • Minimalistic designs Reformation Bigger Instagram following & engagement 19 stores, mainly in US Our Stuff - Company - Refomation, n.d.: Tolentino, 2019 Scandinavian fashion brand (Swedish) Higher price points Inspiration from contemporary art & Men's category design Minimalistic & androgynous designs Acne Studios Sustainable production & operations Bigger Instagram following Similar Instagram engagement 50+ stores, plus flagships Acne Studios - About. n.d.; Bernard, 2017) Wearable fashion Parisian style Similar Instagram following & Relatively new Rouje engagement Cosmetic range • Feminine chic & retro charn Lower price-points (Rouje - Manifesto, n.d.; Theodosi, 2018) TeleComporis l'rinis of Purity camel Decoration (Sake Own) From Table 1. one can note that when compared to Acne and Reformation, Ganni doesn't possess as many Instagram followers, however with regards to Acne Studios, they still share the same amount of engagement. This shows that Ganni's customers do not only enjoy their products but also feel welcome within their online community, enough to leave a comment and engage. Ganni and Rouje are two brands that are both focused on a single culture, Danish and Parisian. These Page 6 of 58 855717_Mikela_Zerafa_Mikela_Zerafa_-... (6/58) seem to attract a lot of loyal customers that either relate or wish to inhabit that style, however since Paris is one of the most important fashion hubs, Rouje has experienced faster growth. From this analysis, Ganni and its competitors were positioned against each other according to the price-point (attainable or luxury) and brand visibility. From the positioning map. Ganni offers mid- range price-points, bridging the line between attainable and luxury, whilst still enjoying high visibility, through social media and PR coverage. Hgh Erand VIII Reformation Acne GANNI AJ Luery Route Low Brand Voy Figure 2 Competico's Radar Parition Map (Student ow! 1.3.Customer Segmentation Analysis A customer segmentation analysis was created to better understand their target customer. This is helpful when creating an effective communication marketing strategy. Geographic Demographic Psychological Behavioural Mild climate Women Enjoys going out, Free to spend her unpredictable, layered Age: 25 partying & spending incomo on horselt clothing time with her friends. Steady income. Enjoys purchasing online. "A society that is Carefree & laid-back. balanced, convenient Flown the nest & mid- Usos Instagram. to life independents Values good quality connect with people with and less stressful than most other places in the Tries to be sustainably similar interests. world" (Klerk, 2018) responsible. Very loyal to the brands she likes Table Games Target Consumer Segwemo malyse Sterown) 1.4. Marketing Communication Element: Public Relations (PR) One of Ganni's biggest attraction is the authentic relationship they have built with their customers. This was possible to achieve through their clever use of PR. In this following section, this selected marketing communication element is studied from a more general point of view. Page 7 of 58 855717_Mikela_Zerafa_Mikela_Zerafa_-... (7/58) 1. Ganni This Danish brand was originally founded in 2000 by Frans Truelson, but it was in 2009 that it started taking off, under the new direction of Nicolaj and Ditte Reffstrup. Nowadays, Ganni is regarded as an "inclusive casual luxury (brand) that has great style. quality and a nice price point" (Kent & Crump, 2019). 1.1. Brand History and identity The husband-and-wife team's experiences - Nicolaj as a tech entrepreneur and Ditte as a former buyer - proved advantageous to engineer the brand's explosive growth. Ditte saw her own style missing within the Scandinavian aesthetic, and with her creative direction, she created whimsical collections with contrasting patterns and wearable styles that feel effortless. Their designs keep going viral on Instagram through the hashtag #Ganni Girls, and sold out from all their retailers even though they keep increasing their stock orders (Dacre, 2019; Kent, 2019). The Danish culture started getting more recognised and sought after, concurrent with the brand's renovation; a higher interest in modern furnishings, popular tv dramas, and award-winning restaurant Norma. This aided to boost Ganni's identity, simultaneously as Ganni boosted the Danish hype (Kent & Crump: 2019). This makes the brand's identity very unique and recognisable. The brand identity prism shown below helps define Ganni's identity further. Personality ???-???? Physique Rutulure cierre yel warabe style Cool morable Lto ticos arouk Horne Coclitiche Relativeship Uprawiania: Gocima community Atalactic Cclaxoration Culoare Sciwy nie bylon lobalHHHHH ?????? GANNI Rellection Blocem womer who arc ccmirebe nici Teknard con CD, CFD ' cshion Sell-imaye I am a condition to LSCS est express sch and 'orm salt figure ! Ganni's Brand Identin Prison Student Own Page 5 of 58 855717_Mikela_Zerafa_Mikela_Zerafa_-... (5/58) PR's definition, goal and tools have varied quite a bit over time due to the always evolving communication tools and technology advances (Amed, 2011; Kowal, 2016). However, in most definitions, two concepts seem to be always present - reputation and relationship. The Chartered Institute of Public Relations (CIPR) defines PR as “the disciple which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics" (Kowal, 2016). This definition highlights that amid competitors and the noise that each creates, a brand's reputation can be an effective tool for differentiation; only then can one have the opportunity to build a relationship with its stakeholders. In this case, the stakeholders would be customers, employees, opinion leaders, media companies, suppliers, the community and government (Fill & Turnbull. 2016). However, some practitioners view this persuasion of the stakeholders' opinions as a form of manipulation, which in turn reduces the authenticity and trust-factor of PR itself (Kowal. 2016). With the advancement of digital media, the platforms for communication have expanded and the demand for personal experiences with the consumer has increased (Simpson, 2010). The digital revolution has made all information easily available by everyone, giving power back to the consumer, and creating the possibility for a more interactive relationship between the consumer and the brand. PA Consulting founder Pierre Rouger explains how their "goal to maximise our clients' place on the web and to enhance visibility for all that they do" (Amed, 2011). Furthermore, through social media, there has been an increase in user-generated content, which in tum encourages the two-way communication that PR seeks (Amed, 2011; Kowal, 2016). On the other hand, this overload of information has made it even more challenging to be heard over the crowd and as Filip Kochan, a Communications Officer at Poland and the Baltics, emphasises, humans are cognitive misers. This means that more strategic and tactical planning is required to attract the attention of the few selected audience (Kowal, 2016). 1.5. Research Design For this report, both primary and secondary research were collected. The secondary research focused on press coverage that has covered Ganni's multiple PR efforts. The primary research design set to explore the PR tools that new customer comes across whilst familiarising with the brand. The research utilised a diary-interview format, where participants were asked to familiarise themselves with the brand and select one full outfit for purchase. This method allows the researcher to study communication relationships from the participants' perspective and in a natural setting (Daymon & Holloway, 2011). It was made clear that the participants should go about this process in a natural way as possible. The diary format was semi-structured, where Page 8 of 58 855717_Mikela_Zerafa_Mikela_Zerafa_-... (8/58) luxury fashion. As Barta and Keller state, 'successful integration of different marketing communications is critically important to drive short-term sales and long term brand building' (2016, p.123). 2.2 Public Relations Overview Fill and Turnbull argue that public relations have three main roles in communications of an organisation, 'the development and maintenance of corporate goodwill; the continuity necessary for good product support, and, through these, the development and maintenance of suitable relationships' (2016, p.418). Stella McCartney's previous and current public relations strategies can be seen to accomplish all three of these roles, with a particular focus on corporate goodwill. The reputation as a responsible and ethical brand has been achieved through carefully selected public relations, specifically charity work and collaborations that reinforce the brands values. Such works include, the designing of exclusive t-shirts for the 2009 and 2013 Red Nose Day in the UK, designing lingerie for Breast Cancer Awareness month, partnering with NGO Canopy to ensure all viscose and other cellulose fabrics are sustainably certified and launching MEAT FREE MONDAY, an awareness campaign in the UK (Stella McCartney, 2020a). Positive exposure of such campaigns through media and press coverage combined with Stella McCartney's own communications has encouraged an awareness of the brand and their core values. There have been numerous public relation campaigns, some notably more exposed and broadcasted than others by Stella McCartney which will be analysed below. 2.3 Past Campaigns Stella McCartney's unique market positioning has earned a wealth of publicity with some high-profile instances. Most notably, the designing of the Duchess of Sussex's wedding reception dress in 2018 and working in partnership with Adidas to design the 2012 Olympic Games Team GB kit. Both campaigns were publicised globally and did not require huge monetary advertisement campaigns by the brand itself. 2.3.1 2012 Olympic Team GB Kit 9 859487_Tash_Pears_19029582_Marketi... (9/27) Attention Knowledge Interest Liking An overall increased brand awareness through the social media livestream; particularly attracting a younger audience by focusing the entertainment and talent on interesting these populations. The exposure from the event itself will provide media 'buzz'. Positive associations and feedback from the event night and livestream will create an interest around the brand, aiming to attract new 'cool', young consumers. The cause-related focus of the event of showcasing artistic talent should reinforce Stella McCartney's unique brand values whilst simultaneously modelling the products on young and trendy individuals aims to create both a respect and desire for the brand's products. New millennial customers - prioritise Stella McCartney over other luxury brands - increase in sales. Desire Conviction Action Purchase Figure 9: AIDA Model applied to 'Stella's Sounds' Event (Source: Author's own, 2020) 3.3 Implementation 17 859487_Tash_Pears_19029582_Marke... (17/27) The following report will analyse Stella McCartney's communication mix, focusing on public relations (PR). Kotler, et al. define public relations as 'a variety of programmes designed to present or protect a company's image or its individual market offerings' (2016, p.631). Thus, the report will examine Stella McCartney's public relation campaigns that have presented and protected the company's image. Two specific successful public relation campaigns will be analysed and together with primary and secondary research, recommendations will be proposed for Stella McCartney enhance and improve future public relations. Primary research has been collected using a survey with 21 respondents, both male and female, ages ranging between 18 to 64. 2 Public Relations Analysis 2.1 Communication Mix 'At a basic level marketing communications, or promotion' as it was originally known, is used to communicate elements of an organisation's offering to a target audience' (Fill and Turnbull, 2016, p.10). Stella McCartney utilises a breadth of different marketing communications tools to promote itself. Throughout the various channels of communication there is 'a seamless integration of messages' (Kotler, 2010), centered around concepts of responsibility, diversity and inclusiveness. Stella McCartney utilises the following communications to convey these messages: I Advertising - magazine features, billboards, campaigns Sponsorship collaborations e.g, H&M, Adidas, RealReal Public Relations - fashion shows, high-profile partnerships, charity work Social Media - Instagram, Facebook, YouTube, Twitter Direct Marketing - emails, newsletters, customer-service Through integrating these forms of marketing communications Stella McCartney has successfully established a cohesive brand identity which can be argued to play a key role in in how the brand has continued to obtain their positioning as the leader of sustainable 8 859487_Tash_Pears_19029582_Marketi... (8/27) The appointment of Stella McCartney as the creative director of Adidas's 2012 Olympic Team GB kit was 'the first time a high-end designer has designed sportswear for the Olympic Games' (Alexander, 2010). As a PR tool the partnership for the games increased brand exposure and further reinforced the brand's identity as a pioneer in the fashion industry through accomplishing an unprecedented collaboration. Furthermore, the alliance tactically strengthened Stella McCartney's identity as a British heritage brand, 'bringing together the best British athletes performing at the Olympic and Paralympic Games with the best British designer' (Stella McCartney, 2012); the powerful and effective publicised visuals of the range supported this further (Figure 4). Moreover, the campaign showcased Stella McCartney's further capabilities as a sportswear designer, promoting her ongoing partnership with Adidas. Thus, this campaign can be identified as utilising Fill and Turnbull's second major role of PR as it supported the marketing of the brands products and services. Figure 4: Olympic 2012 Team GB Kit designed by Adidas X Stella McCartney (Source: Forbes, 2015) The increased visibility of the partnership allowed for a rare opportunity to reach and connect with a diverse audience that would not ordinarily engage with the brand. Thus, this PR complemented Stella McCartney's marketing communications objective of increasing brand awareness in an authentic and voluntary style. Figure 5 uses the DRIP model to further analyse how the campaign with Adidas for the 2012 Olympics Team GB Kit was advantageous for Stella McCartney in engaging with audiences. 10 859487_Tash_Pears_19029582_Marke... (10/27) Task DIFFERENTIATE Explanation To make a product or a service stand out REINFORCE To remind, consolidate and strengthen the previous messages and experiences, such as reinforce why your product is different or superior Stella McCartney Analysis • Pioneering - 'For the first time in the history of the Summer Games, the deal will see a top fashion designer work with a leading sports brand to design competition wear for both the national Olympic and Paralympic Teams' (Stella McCartney 2012). • Establish as a respected sportswear brand, • Reinforce the British heritage aspect of the brand, Further the relationship between Adidas and Stella McCartney. • Present the brands creativity combined with innovative technology • Consolidate the idea that responsibility in fashion does not mean sacrificing success. • Raise awareness of Adidas X Stella McCartney partnership and collections • Drive consumers to research Stella McCartney and their values. • Fusing of style and performance - showing the brand as multifaceted. • Upsurge of press and media coverage; free publicity • Established as an important and desirable designer. • Increase Stella McCartney sales and Adidas X Stella McCartney sales. • Drive sales of the fan-wear Olympic 2012 items. • Long-lasting impact of campaign - a unprecedented event in INFORM To make consumers aware and educate them about features and availability, in particular when products are new to market and need explanation To encourage further positive purchase related behaviour, such as visit the website, read about the product, share it or request a trial PERSUADE fashion Figure 5: DRIP Model applied to Stella McCartney (Source: Author's Own, 2020) 2.3.2 Royal Wedding Reception Dress The reveal of Stella McCartney as the designer of Meghan Markle's wedding reception dress can be argued to have created exceptional publicity for the brand. The Royal Wedding of Meghan Markle and Prince Harry was viewed by 29 million people worldwide (Statista, 2018) and received global press and media coverage from major fashion publications such as Vogue and Elle. The event created significant exposure for Stella McCartney and earned the brand $2 million in coverage, 9,605,198 likes, and 1,840 mentions (Muller, 2018). In the words of the designer, the gown managed to capture 'the timeless essence of our House and represents our modern yet classic approach to design' (Stella McCartney, 2018). The positive response of Stella McCartney's sleek and elegant high-neck gown (Figure 6) alleviated the brand's reputation as a favourite British luxury designer and ultimately increased brand awareness. 11 859487_Tash_Pears_19029582_Marke... (11/27)