Treesje nelly&mariel final
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Transcript of Treesje nelly&mariel final
Brand Strategy – Treesje – Mariel & Nelly - NYU
Brand Strategy – Treesje – Mariel & Nelly - NYU
Objective
Build the suitable Creative Brief for the
Re-Launch of the Treesje and Joelle Hawkens
Brand Strategy – Treesje – Mariel & Nelly - NYU
Listening
• Fashion Trends: Stores, Magazines, Street Fashion, and Google Analytics.
• The Consumer & The Brand: Social Media Platforms, Brand Perception, Social Fashion Trends, Interviews, and Survey.
Brand Strategy – Treesje – Mariel & Nelly - NYU
Where are Consumers Looking for New Trends?
41%
28%
14%
11%
3% 3%
Magazines
Fashion blogs
Style in others
Friends
Celebrities
Family
We asked 36 women where do they find inspiration for new handbag trends.
Brand Strategy – Treesje – Mariel & Nelly - NYU
Evolution to Casual Coach
Brand Strategy – Treesje – Mariel & Nelly - NYU
Evolution to Casual Nine West
Brand Strategy – Treesje – Mariel & Nelly - NYU
Casual in other Terms…
Brand Strategy – Treesje – Mariel & Nelly - NYU
Google Trends
People are searching fashion trends under different keywords.
Brand Strategy – Treesje – Mariel & Nelly - NYU
Google Trends
Identifying new trends:
BOHO BOHO Chic BOHO Street BOHO Glam
Brand Strategy – Treesje – Mariel & Nelly - NYU
Boho
• The unique appreciation for natural beauty, creativity and the expression of a truly romantic spirit.
• Natural and drawing out your individuality, while accepting and combining with your inner self.
• Minimalistinc makeup – The most important aspect when it comes to Boho chic is there are no rules or guidelines and you can accessorize with fashion freedom (mix-and-match to create unique and striking looks).
• Freedom and experimentation.
Brand Strategy – Treesje – Mariel & Nelly - NYU
Express the Real Me
My purse makes my outfit.
It expresses the real me.
Brand Strategy – Treesje – Mariel & Nelly - NYU
The New Feminism
Brand Strategy – Treesje – Mariel & Nelly - NYU
The Brand – Versatile
Brand Strategy – Treesje – Mariel & Nelly - NYU
Defining the Brand
Attributes High Quality Casual Chick Versatile
Personality Independent Edgy Stylish Classic
Proof Points Superior quality at a price Uniqueness (Leathers, designs) Sister Brands (Aspiration &
Diffusion)
Benefits Consumers don’t need
to try hard to look their best
Brand Strategy – Treesje – Mariel & Nelly - NYU
THE CULTURE
New Feminism
THE INDUSTRY
The BOHO Movement
THE BRAND
Versatile for any Occasion
THE CONSUMER
I want to be able to express the real me
Key Insights
BRAND IDEA
Effortless Allure
Brand Strategy – Treesje – Mariel & Nelly - NYU
Effortless Allure
Brand Strategy – Treesje – Mariel & Nelly - NYU
Target Women 25 – 40 years old, that wants it all in a brand!
When do I need a Treesje?
When my bag needs to say I’m sophisticated jet natural/casual (boho-glam)
When do I need a Joelle Hawkens?
When my bag needs to say I’m cool! There’s something edgy about me, but no matter the occasion I’ll always look good.
Brand Strategy – Treesje – Mariel & Nelly - NYU
Key Strategies
Own the Boho Movement (Boho glam, Boho chic, Boho Street).
Become a Tool of Woman Empowerment.
Feature the Uniqueness of the Brands for each Mood or Occasion.
Brand Strategy – Treesje – Mariel & Nelly - NYU
Key Strategies
Own the Boho Movement (Boho glam, Boho chic, Boho Street).
Become a Tool of Woman Empowerment.
Feature the Uniqueness of the Brands for each Mood or Occasion.
Brand Strategy – Treesje – Mariel & Nelly - NYU
Own the Boho Movement
Become the top of mind brand when thinking “Boho”
Brand Strategy – Treesje – Mariel & Nelly - NYU
How it Works… • SEO Optimization
– Create content with popular #KEYWORDS in the category i.e. #boho, #bohochic, #bohoglam, #bohostreet, #streetstyle, #LAstyle, #BrooklynStyle
– Tell the story of the pioneers in the Boho Movement (celebrities) e.i Kate Moss, Siena Miller
Brand Strategy – Treesje – Mariel & Nelly - NYU
Blog, Blog, Blog! We know that the number one SEO buster is Blogs. Create a Blog around the new boho
movement and trends ( tips for an effortless chic look)
Results: SEO Optimization Social Media Legitimacy Loyal Fans Convert Easily Content Marketing
KPIs: Blog Followers (subscriptions) Engagement (shares, comments, CTR to website)
Note:“Make friends” with similar brands (Free People, Aritzia…)
Brand Strategy – Treesje – Mariel & Nelly - NYU
• Influencers – “Boho Bloggers” : Partnerships with Refinery29
type of blogs
Brand Strategy – Treesje – Mariel & Nelly - NYU
Social Media
• Pinterest: Leverage the visual platform to showcase the brand’s personality. Be careful, keep it consistent!
Ask yourself, is this EFFORTLESS ALLURE?
Brand Strategy – Treesje – Mariel & Nelly - NYU
• Why Pinterest?
Our target is looking here!
Pinterest is a destination social platform, where women go to get inspired.
There is a huge Boho community on Pinterest.
Like Fashion Bloggers, there are Fashion Boards with great following.
Brand Strategy – Treesje – Mariel & Nelly - NYU
Key Strategies
Own the Boho Movement (Boho glam, Boho chic, Boho Street).
Become a Tool of Woman Empowerment.
Feature the Uniqueness of the Brands for each Mood or Occasion.
Brand Strategy – Treesje – Mariel & Nelly - NYU
Become a Tool of Woman Empowerment
You don’t have to try too hard to be in our Spring 2015 Look-Book, You are a Treesje Model already!
Brand Strategy – Treesje – Mariel & Nelly - NYU
How it works…
• Follow us on Instagram or Facebook to post your best effortless look! (we won’t think is cheating if you get some inspiration from our Pinterest boards!)
• Use the Hashtags #TreesjeModel or #JHawkensModel depending of how you feel that day.
• On February 2015 we will choose 10 new faces for our Spring 2015 Look-Books.
Brand Strategy – Treesje – Mariel & Nelly - NYU
How would it look like? #TreesjeModel
Brand Strategy – Treesje – Mariel & Nelly - NYU
Results • Increase following and engagement metrics on Facebook and
Instagram (also in other platforms when people research about the brand).
• Contests normally serve as a brand building tactic that, combined with other marketing efforts, can build brand affinity, loyalty, and eventually resulting in a lift of sales.
• Customers will see the Treesje and Joelle Hawkens as a brand they could wear anywhere and in every situation.
• Get “free PR”: People love to talk about themselves and their experiences. Make them experience “a day like a model” and they wont stop talking about it.
Brand Strategy – Treesje – Mariel & Nelly - NYU
Key Strategies
Own the Boho Movement (Boho glam, Boho chic, Boho Street).
Become a Tool of Woman Empowerment.
Feature the Uniqueness of the Brands for each Mood or Occasion.
Brand Strategy – Treesje – Mariel & Nelly - NYU
Feature the Uniqueness of the Brands for each Mood or Occasion.
Brand Strategy – Treesje – Mariel & Nelly - NYU
Use Pinterest as your first Step Towards E-commerce
KPIs: • Number of Pins and likes • Referral traffic to your website
or future e-commerce store • Tags and comments of your
target about the brand and products
How it works: • Use the brands attributes to define
relevant categories for each brand • Create boards that exemplify the moods
and situations where Treesje and Joelle Hawkens could be used at
Brand Strategy – Treesje – Mariel & Nelly - NYU
Key Strategies
Own the Boho Movement (Boho glam, Boho chic, Boho Street).
Become a Tool of Woman Empowerment.
Feature the Uniqueness of the Brands for each Mood or Occasion.
Brand Strategy – Treesje – Mariel & Nelly - NYU
Non-Profits that Make Fashion Sense
Brand Strategy – Treesje – Mariel & Nelly - NYU
Results Get your money back by doing the right thing!
Exposure to a specific target (Brooklyn Fashionistas)
Help your customer associate your brand with similar brands that are also socially conscious. (this is very BOHO)
Brand Strategy – Treesje – Mariel & Nelly - NYU
Marketing Budget
35%
30%
20%
15% Budget Distribution
Social Media
SEO
Look-book 2015
Events - Giveaways
Brand Strategy – Treesje – Mariel & Nelly - NYU
Thank You!
Brand Strategy – Treesje – Mariel & Nelly - NYU
Appendix
Brand Strategy – Treesje – Mariel & Nelly - NYU
Treesje in Google
Brand Strategy – Treesje – Mariel & Nelly - NYU
Google Trends
In the US we are looking more fore PURSE than HANDBAG.