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Trang 1THE BLUE
T
SHIRT
INTRODUCTION TO FASHION MARKETING
FASHION COMMUNICATION CAMPAIGN - STRATEGY AND PLAN
Figure 1: The Real Tank by The Blue T-shirt, n.d
Trang 2TABLE
OF CONTENTS
Brand overview
The brand's challenge
Target Market overview
New product details
Marketing goals
& communication objectives
for the campaign
Trang 3Product: the shop's products are pretty diverse from clothes (tops, bottoms, and dresses) to accessories (hats, bags, and scrunchies), and the outstanding items are jeans pans (The Blue T-shirt 2021) Each product is made carefully and thoughtfully to ensure its durability after many usages It makes buyers feel satisfied with their purchase decision for Blue's products (Nguyen 2021) At Blue T-shirt, its product
embrace a youthful and energetic spirit that appear appealing to young, and high-spirited girls.
The Blue T-shirt is just not a fast-fashion brand, it also is aware of the environment, thus, they work unceasingly to innovate new ideas of using eco-friendly materials in the product development process For example, they launched the underwear collection which is made by Bamboo material (The Blue T-shirt 2020).
BRAND OVERVIEW
About The Blue T-shirt
It is a renowned local brand in Vietnam, was established in 2013 and, carrying on a mission to inspire confidence in women with the slogan "Making women feel confident in who they are"
(The Blue T-shirt 2021)
Figure 2: Cheeky Chic Wide Leg Jeans by The Blue T-shirt, n.d Figure 3: By The Beach Bucket Hat by The Blue T-shirt, n.d Figure 4: Blue Dream Jeans Jacket by The Blue T-shirt, 2021 Figure 5: Bead Bag World by The Blue T-shirt, n.d
Trang 4Design: According to the interview,
consumers prefer The Blue T-shirt's
clothes to other brands because it is basic,
modern, smart-casual Therefore, they can
easily mix The Blue T-shirt's clothes with
other accessories to create a variety of
outfits with different styles.
The Blue T-shirt
Price: The price range is $9 to $65, which is
an appreciated price for its target
customer, the middle-income group in
Vietnam (The Blue T-shirt 2021).
Trang 5Design: because the clothing design is too simple, basic, and normal, the brand and product images do not stand out from the domestic
competitor, which is La Min Apparel Therefore, The Blue T-shirt has fewer competitive
Trang 6Target Audience
The Blue T-shirt focuses on
young women who are
students and office workers
with low-middle income.
They live in big cities with a
tropical climate such as Ho
Chi Minh city and Ha Noi
capital, Their personalities
are mainly extrovert, social,
and energetic.
Shopping habits
prefers shopping in-store,
shopping on social media (Facebook, Instagram, and E-commerce sites).
Expectations
Basically, all fashion customers
clothes at affordable prices Most Vietnamese customers also care about the value of their image
as well as sustainability trends (VietNamNew 2020).
Target Market
From the interview of the Assignment
1
Trang 7NEW PRODUCT - Undyed Jeans
Why did our team choose
‘Undyed Jeans’ as a new product:
The use of natural colouring
materials for dyeing and
printing and natural finishes to
achieve various functionalities
in fabrics is also gaining
impetus, as well as recycling
end-of-life clothing and
plastics into new textiles
(Nayak, 2020, para.16)
Adverse effects of jeans manufacturing process on the environment:
Muthu (2017, p128) argues that
"Environmental problem is more severe
in developing countries, where textile production contributes to a larger
percentage of the gross domestic product and processing facilities are out
of date In addition, chemicals used during the manufacture of these materials end up as toxins polluting the air, soil and water Bleaching and
coloring of fabrics also warrants an enormous quantity of water, dyes, chemicals and energy Around one million tons of chemicals and dyes is used every year to color fabrics".
Figure 7: Kingpins-Tavex by WGSN, 2021
Trang 8PRODUCT ATTRIBUTES
Denim Fabric explores durable and cosy textiles that are fit for outdoor and indoor adventures
Fibre and yarn: Source GOTS-certified, BCI and Fair Trade cotton, adding eco cellulose fibres such as Tencel Refibra Hemp and linen add natural slubs Undyed fabrics mitigate the impact of dyeing and allow the fabric to stand out more (Trotman 2021, p.5)
Design: Regular straight cuts have been on the rise for a few seasons, but expect the consumer to prioritise loose silhouettes that offer comfort in the wake of the stay-home restrictions of Covid-19 and it creates timeless, durable and value-driven styles
How many wastage can the undyed jeans reduce compared to normal jeans: By using the ‘naked’ fabric it saves 74% CO2 and uses 93% less water compared to the industry standard (MUD Jeans 2021, para 4)
Figure 8: Recycled organic cotton mix denim short by Gamentory, n.d
What will denim look like in the future? Szmydke-Cacciapalle (2018, p 158) said there will be a question mark, like
‘what’s in it?’ just like we see a list of ingredients in food today.
Figure 9: Will Works-Undyed by MUD Jeans, n.d Figure 10: High-Waist Undyed Organic Stretch Cotton Ankle Jeans
Trang 9The value we will create: ‘Sustainability’
Why? The business rationale for sustainability is clear because consumers
increasingly demand it (Thorbeck 2021, para 4).
Vietnamese market’s cultural factors: Nguyen et al (2018, pp.560-570) argues
that consumers take flexible approaches to the problem of sustainable and
ethical consumption Given that the promotion of recycling and water-saving
fosters energy conservation behaviour of consumers in Ho Chi Minh City,
Vietnam.
Potential challenge: full market acceptance of sustainability is going to require
lower costs which means that the price of the product should be lowered.
Our competitive advantage: cost savings during the dyeing stage
Our marketing strategy: Expansion - Product Development with fresh offerings
in tune with a current trend to increase sales
Why? On assignment 1, invariable and ordinary products have been raised as
weaknesses.
The SMART objective of our brand: achieve sales growth of 20% with a new
product over the next four months.
MARKETING GOALS
Target audience: ‘Liking stage’
The object of our communication: To raise awareness and reinforce brand values
Communication objectives:
-How advertising and promotional efforts will position the brand? Our main marketing tool is to expose new products to potential consumers through the SNS platforms most frequently used by Vietnamese
consumers It also aims to build an image of our brand's sustainability through collaboration with an influencer who pursue sustainable
lifestyle and through collaboration with media that are frequently read
by young generation and has target groups similar to our brand
What is the most important message it needs to convey?
With a new product developed with sustainable design, it makes consumers feel that they are spending ethical and sends a message that their little ethical behavior has a huge impact on the environment.
COMMUNICATION
OBJECTIVES
Trang 10Therefore, the objective here is to reinforce the brand’s values AND provoke action.
Based on Nguyen's interview (2021), Le said that she was willing to purchase friendly products even if it was more expensive Another customer - Tran, also asserted that she would prefer brands that use eco-friendly products Hence, it is quite reasonable to say that our target customer highly values the importance of sustainability and would likely to buy eco-friendly products more, which is an
eco-advantage for our marketing strategy to tailor forward to
1.Stage of Target Audience
According to Nguyen's survey (2021),
the interviewed customers are heavy
users, who are university students, and
young businesswomen
In Nguyen's interview (2021), the
customers were well aware that The
Blue T-shirt's products are comfortable,
functional, and high-quality Since the
customer’s perception about the
products are very clear, the target
audience's stage is at Liking
Trang 11KEY MESSAGING
3 The Key Message
"Do something
Even if it's a small action, it worths a big difference."
By removing toxic chemicals, and use natural coloring materials,
our jeans are better for the environment This means your jeans
save 93% water consumption and reduce 73% CO2 (Mud Jeans
2021)
For each order of your undyed jeans, The Blue T-shirt will deduct
30,000 VND to donate to the Song Foundation, a non-profit
organization that supports and develops a sustainable community
and environment
YOU are making an impact from small action We make it simpler
to help you contribute these positive changes to our environment
and community Get a chance to make an impact now
#LivesustainablywithBlue
Figure 11: Water-Preservation Forests Fundraising Campaign
by Song Xanh Foundation, 2021
The Blue T-shirt aspires to deliver a message saying that YOU can make positive changes from small actions
This campaign encourages a sustainable lifestyle and helps the customer contribute small changes to our environment and community, and makes them feel good knowing that they are making a difference The emotional value
generated from the product is the inspirational feeling that their action matters and can make positive impacts
Trang 12-The creative strategy seeks to show the customers the
manufacturing process and its total water, CO2 savings
from the process Also, the product would be promoted
through Song's foundation campaign to accentuate on the
contributions of the customer, which would be
demonstrated in video/images The overall purpose is to
make the customer see the impact, understand it and
associate themselves with the brand and product and act
on it
The Feel strategy is implemented in this campaign,
centralized in the Attitude area This concept underlines the
valuable contributions and positive impacts from small
actions that customer make Hence, creating emotional
value associating with hopeful and inspirational feelings
This tone of the message is emotional: feeling Inspired,
and necessitated to act, which would help The Blue
T-shirt to connect to the audience more emotionally
CREATIVE STRATEGY Creative Concept
Trang 13Figure 12: Undyed Jeans Teaser Video by Mai Nguyen, 2021
The Undyed Jeans Teaser video is intended to illustrate the tone of the message, the jeans feature, and the key message
behind the product The creative concept aims to inspire the customers with the idea of contributing positive impacts from small actions, hence, generating a meaningful, and inspiring feeling when looking at the product
Trang 141 Facebook
- Running ads for the first 2 months featuring the product image and message
Facebook ads can appear on Newsfeeds on desktop and mobile (Facebook, n.d)
Why?
- Based on Nguyen's interview (2021), the customers spent most of the time
reading news on Facebook
- Facebook ads help The Blue T-shirt to reach our target/potential customers
about a new product
- Facebook can give daily consistent results about the reaches/impression from
the ads (Facebook)
Objective
- To reach 3.000 people on Facebook
- To increase 10% social interaction on Facebook in 2 months
2 Instagram
- Running Video and Photo ads for 3 months on the product's features and
message
Why?
- Instagram ads can target potential audience (Neilpatel)
Since La Min's followers 130k nearly reach the number from The Blue Tshirt
-134k Running ads featuring the product's feature and the message is essential to
surpass the followers of our competitor
- Customer in Nguyen's interview (2021), said that they often surfing Instagram to
window-shopping
Objective
- Increase 200+ followers in 2 months
- Gain 300 clicks to the website in 2 months
Figure 13: Screenshot from Instagram ?profile - thebluetshirt (The Blue T-shirt 2021)
Figure 14: Screenshot from Instagram ?profile - laminapparel (La Min Apparel 2021)
MEDIA SELECTION
Paid
Trang 153 Vietcetera's platform - Facebook and Instagram
- Collaborate with Vietcetera to promote the jeans and the Song
Foundation work to advocate for the impacts customer can make
when they buy products Specifically through the manufacturing
process and the impacts to the community & environment from their
purchase
Why?
- Nguyen (2020) revealed that the most widely used social media
platforms amongst 16-64 Vietnamese are: Facebook (91.7%) and
Instagram (53.5%)
- Vietcetera is a media news company., their target audience is
Generation Z aged from 20-30, who is office worker, high-educated
people (Vietcetera, 2021) These people like reading and learning new
things around them
- Vietcetera's Facebook and Instagram can achieve more than
7,000,000 reach/month (VIetcetera, 2021) Hence, collaborating with
Vietcetera would undoubtedly increase the engagement level and no
followers for The Blue T-shirt
Objective
- Gain 500+ likes on the original post and increase 650+ followers on
Facebook and Instagram in 2 months
- Gain 100k+ reach & Frequency
- Increase 10% original website traffic in 2 months
- Enhance customer's perception towards The Blue T-shirt
MEDIA SELECTION
Paid
Figure 15: Screenshot from Facebook and Instagram profile
-Vietcetera (-Vietcetera 2021)
Trang 164 Helly Tong - Representative
- Record an unboxing process + take photos with the product
- Representing The Blue T-shirt to deliver the product's message
in her own words
Why?
- Helly Tong is an esteemed environmental influencer on social
media, who values a sustainable lifestyle Her becoming the face
for this collection is an ideal strategy to attract potential
customer - young people cares about environmental issues
- Tong's Instagram profile has 300k+ followers, each post has an
average of 3.000 likes
- Tong's Facebook has 140k+ followers, each post gains averages
of 800+ likes Therefore, Tong promotes the product would
certainly gain a significant engagement level for The Blue T-shirt
social media
Objective:
- Gain 6.000 reaches to Instagram, Facebook, website in 3
months
- Gain 300 online + in-store orders in 2 months
- Build a reliable relationship between customer and The Blue
T-shirt & reinforce brand's values
Figure 16: Helly Tong by Tong Khanh Linh, 2020
Figure 17: Screenshot from Instagram profile - hellytong (Hellytong 2021)
MEDIA SELECTION
Paid
Trang 17ACTIVITIES: On the Instagram platform
- We will send the product as a present to influencers Then, influencers can post the
unboxing process on Instagram story or wear it on their daily image.
- We also encourage customers to send pictures of them wearing Undyed jeans with a
review and hashtag
- Customers can share by posting the image on the story Instagram.
- The main hashtag of this campaign: #LivesustainablywithBlue
WHY WE CHOOSE INSTAGRAM FOR THIS ACTIVITY:
Looking at Blue's Instagram page, there are 134 thousand followers Most images of
clothes items reach from 200 to 900 likes for each post Especially, posts with celebrity
images will attract more Instagram users with more than 2000 likes This platform has
the highest interaction between shop and customer, compared to all of Blue's
platforms
OBJECTIVE:
- Reinforce brand's values and awareness.
- Influencers' image can attract more potential customers (based on the number of
each influencer's followers) who care about the sustainability topic.
- Gain 1000+ reaches on the Instagram website
- Gain 300 followers in 2 months
MEDIA SELECTION
Earned
Figure 18: Salim, Amee & Truc Anh wear The Blue T-shirt jeans by salimhwg, 2021
Figure 19: Screenshot from customers feedback on Instagram story - thebluetshirt (The Blue T-shirt 2021)