SEVENSTORE
During my Masters degree, my group was assigned a project to create a marketing plan for sneaker brand SEVENSTORE. SEVENSTORE are a streetwear and contemporary menswear retailer founded in 2018, with their flagship store opening in Baltic Triangle, Liverpool in 2019.
As SEVENSTORE are heavily active on social media sites, we used this to our advantage to create ads for a collaboration with music platform colorsxstudios. The idea was to promote new sneaker releases with drops at various pop-up events around the globe. These events would be unique as they would also be promoting the emerging talent of colorsxstudios. The idea was to have a different perfomer at each event.
Brand Identity Prism
Kapferer (2008)
Relationship: Community-led, creative hub, blend of content
Reflection: Commercial proposition, diverse, adventurous
Self-Image: hype beast, tech savvy, expressive
Culture: pushing boundaries, the synergy of functionality and youth, urban subculture
Physique: globally sourced menswear, contemporary streetwear, cutting edge luxury, bold directional aesthetic
Personality: innovative, re-defining convention, progressive hype
Competitor Analysis
END.
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Over 2m Instagram followers & #enddelivered proved successful for brand.
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Sells similar brands to SEVENSTORE and use wide range of communication tools to target consumers.
18montrose
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Similar store concept to SEVENSTORE
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First to bring the ‘shopping experience to Glasgow: staff interaction, products on offer, detail within store
Objective 1.
Substantiation
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Forecast based on the success of recent brand collaborations e.g SEVENSTORE’s Off-White installation which was featured in Hypebeast, resulting in approximately 3500 new Instagram followers for SEVENSTORE
Strategy to achieve objective
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Affiliate and create a curated edit collaboration with colorsxstudios as consumers find musicians most credible and are notorious for recreating looks seen on them which correspondingly initiates new trends in the fashion industry and simultaneously encourages brands’ awareness (Strähle & Rödel, 2018; Leeb et al, 2019).
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By using influencer marketing incorporated with the brand collaboration can heighten consumer’s brand knowledge, trust and purchase intentions (Lou & Yuan, 2019)
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Use PR tactics to build mutually beneficial relationships and earn public understanding and acceptance (Key & Czaplewski, 2017)
Tactics
Goodhood
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Similar product ranges to SEVENSTORE & looks to create similar editorials and campaigns.
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Unique vision of ensuring every product remains relevant to ethos of brand and is influenced by culture over fashion.
Objectives
1. Increase in collaborations to grow the brand awareness and brand knowledge
2. Adopt an Internationalisation strategy to tap into new markets and determine brand attitude
Objective 2.
Substantiation
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Forecast based on SEVENSTORE’s recent emergence into the contemporary and streetwear Menswear market and standalone presence in the UK
Strategy to achieve objective
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Parachute the business into new markets through the use of pop-up retailers as a significant part of the campaign in relation to their primary focus on brand emphasis (Koch & Benlian, 2015). Accordingly, SEVENSTORE’s omni-channel vision will be projected as pop-up retailers are a relationship touchpoint where the consumer exchanges are experiences as opposed to offering functional needs (Zogaj & Tscheulin, 2019)
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Images were created to use for posters, leaflets and train station billboards. The style was kept basic as we did not want to stray from the simplistic style of the SEVENSTORE brand, yet we ensured the featured artist of the event and the trainer being launched were included. In order to avoid overcrowding of information we decided that the details of venue and event time/place could be found by scanning the QR code featured.
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An app was designed for SEVENSTORE and this was to be launched with the promotion of the collaboration with colorsxstudios. As each music artist had a colour palette assigned to them, the trainers that would be dropped would match into this colour palette. As a group, it was decided that to increase purchases of the app and to encourage clicks, there would be regular posts with information about the events, each updating on venue, artist, sneaker drop, ticket sales etc.
Billboards were designed for busy areas of the city where the events would take place. The one shown is placed outside Liverpool Lime St Station as this is the busiest area in Liverpool on a daily basis. It advertises the drop at the SEVENSTORE hub in the Baltic Triangle. This is a space that is often used for music events as it is underground and very spacious. As Liverpool is the home to SEVENSTORE, the group decided to offer a drop of more than one sneaker and to include more than one colorsxstudios artist. These would be undisclosed to create hype around the opening event of the pop-up tour.
Imagery and copy was created to use on social media sites Facebook, Twitter and Instagram. These were able to be used interchangeably across the platforms and were scheduled for 3 posts per day. SEO's were used to monitor online viewer time and PPC (Pays Per Click) of consumer measured the success of the campaign in increasing awareness of brand and sales via website.