Treesje nelly&mariel final
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The document outlines a brand strategy for Treesje and Joelle Hawkens handbag brands. It recommends owning the boho movement through blogs, influencers and social media. It also suggests empowering women through user-generated content campaigns and showcasing each brand's versatility for different moods and occasions using Pinterest boards. Key strategies include embracing feminism, leveraging the boho trend, and differentiating the brands for various situations. The proposed marketing budget allocates 35% to social media, 30% to SEO, 20% to a lookbook, and 15% to events and giveaways.
Treesje nelly&mariel final
- 1. Brand Strategy Treesje Mariel & Nelly - NYU
- 2. Objective Build the suitable Creative Brief for the Re-Launch of the Treesje and Joelle Hawkens Brand Strategy Treesje Mariel & Nelly - NYU
- 3. 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
- 4. Where are Consumers Looking for New Trends? Brand Strategy Treesje Mariel & Nelly - NYU 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.
- 5. Evolution to Casual Coach Brand Strategy Treesje Mariel & Nelly - NYU
- 6. Evolution to Casual Nine West Brand Strategy Treesje Mariel & Nelly - NYU
- 7. Casual in other Terms Brand Strategy Treesje Mariel & Nelly - NYU
- 8. Google Trends Brand Strategy Treesje Mariel & Nelly - NYU People are searching fashion trends under different keywords.
- 9. Google Trends Brand Strategy Treesje Mariel & Nelly - NYU Identifying new trends: BOHO BOHO Chic BOHO Street BOHO Glam
- 10. 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
- 11. Express the Real Me My purse makes my outfit. It expresses the real me. Brand Strategy Treesje Mariel & Nelly - NYU
- 12. The New Feminism Brand Strategy Treesje Mariel & Nelly - NYU
- 13. The Brand Versatile Brand Strategy Treesje Mariel & Nelly - NYU
- 14. Defining the Brand Brand Strategy Treesje Mariel & Nelly - NYU 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 dont need to try hard to look their best
- 15. Key Insights 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 BRAND IDEA Effortless Allure Brand Strategy Treesje Mariel & Nelly - NYU
- 16. Effortless Allure Brand Strategy Treesje Mariel & Nelly - NYU
- 17. Target Brand Strategy Treesje Mariel & Nelly - NYU Women 25 40 years old, that wants it all in a brand! When do I need a Treesje? When my bag needs to say Im sophisticated jet natural/casual (boho-glam) When do I need a Joelle Hawkens? When my bag needs to say Im cool! Theres something edgy about me, but no matter the occasion Ill always look good.
- 18. 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
- 19. 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
- 20. Own the Boho Movement Become the top of mind brand when thinking Boho Brand Strategy Treesje Mariel & Nelly - NYU
- 21. 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
- 22. 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
- 23. Influencers Boho Bloggers : Partnerships with Refinery29 type of blogs Brand Strategy Treesje Mariel & Nelly - NYU
- 24. Social Media Pinterest: Leverage the visual platform to showcase the brands personality. Be careful, keep it consistent! Ask yourself, is this EFFORTLESS ALLURE? Brand Strategy Treesje Mariel & Nelly - NYU
- 25. 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
- 26. 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
- 27. Become a Tool of Woman Empowerment You dont 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
- 28. How it works Follow us on Instagram or Facebook to post your best effortless look! (we wont 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
- 29. How would it look like? #TreesjeModel Brand Strategy Treesje Mariel & Nelly - NYU
- 30. 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
- 31. 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
- 32. Feature the Uniqueness of the Brands for each Mood or Occasion. Brand Strategy Treesje Mariel & Nelly - NYU
- 33. 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
- 34. 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
- 35. Non-Profits that Make Fashion Sense Brand Strategy Treesje Mariel & Nelly - NYU
- 36. 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
- 37. Marketing Budget 35% 30% 20% 15% Budget Distribution Brand Strategy Treesje Mariel & Nelly - NYU Social Media SEO Look-book 2015 Events - Giveaways
- 38. Thank You! Brand Strategy Treesje Mariel & Nelly - NYU
- 39. Appendix Brand Strategy Treesje Mariel & Nelly - NYU
- 40. Treesje in Google Brand Strategy Treesje Mariel & Nelly - NYU
- 41. Google Trends Brand Strategy Treesje Mariel & Nelly - NYU In the US we are looking more fore PURSE than HANDBAG.