Final report direct marketing of campaign for hades

e Hades actively participates in domestic and foreign fashion events, where Hades has been highly appreciated for his creativity and unique style.. e This brand is not only a fashion bra

FOR HADES

Subject: DIRECT MARKETING

Class: BO4E Lecturer: HO HUU LUC

Ho Chi Minh, 28 June 2024

DISTRIBUTION NAME STUDENT CODE

Tran Gia Linh - Ca 3 215047805 100%

- Øa 4

1 Brand Elements

1.1 Logo

2 NEW SEASON Characteristics

2.1 FAB of HADES new season

2.2 USP of HADES new season

IV 095019551 .aalaIILBA 6

HH, 9 Ban 6 1.1 Products

1.2 Strength

2 NOW SAIGON

2.1 Products

2.2 Strength

V TARGET CUSTOMER .eccccccceceeeee ener renee eines eeinee etnies sieeessieeeesieeesiieeesiieeesiieeenieeeet 9

1 Segmentation

2.1 Heason †O ChOOSG nn ng TH và 10 2.2 CuUs†omer D6TSOIA LH HH HH KH KH KH KH KH Kiệt 11

3 Behavior and habits of target CUSỈOIm@fS nghe 12

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VI DIRECT MARKETING CONTENT CREATION .0 :::ccccceceeeeeeeeeseeeeeeeeeeeaeees 13

1 Big NCAII::aaiiaiadaaii 13

2 Media campalgn Con©n†L - enter erie nh HT ng KH kg 13 2.1 Phase 1- AWAHENESS QQQQQLQQ TS HT HT KT kg kh 14 2.1.1 Video viral (Launchingq) ch nh HH ng TT nH ng khe 14 2.1.2 KOL Q Q2 ST 2n HS SH «TT TT KT TH KH KH 14K HXU 15 2.2 Phase 2- ENGAGEMENT -QTn SS HH TH TK TH ket 16 2.2.1 Contenf† SOcial - c TH HH KT TK TK Ht 16 2.2.2 Reminder emailÌ - ch TH Tnhh ng ng ket 18 APO Pa © 103) | (> aãà 19 2.2.4 Wifi MarketÏnQ sgk Hy 21 F5 '|-0)9àaadadaaaiiiiiiiÝÝÝ 22 2.2.6 QR code check OUI - LH SH HH HH TT KH TK HH 22 2.3 Phase 3 - AMPLIFICATION 2 n1 SH nH* TH TT nH HT HH kh 23 2.3.1 “Free personal color f€SE” DFOĐTAI - SH kkh 23 2.3.2 Landing Page - Collecting Leads nh HH khe 24 2.3.3 Email Marketing for “Black Friday Party” prO8Tam «cà sec: 26 2.3.4 Prize drawing Drogram ‹ - nhàn nh kh kh tiệt 28

3 _ Implemerntation plan i i TT nh KH ng KH TT và 29 3.1 TỉmGlÏN@ HH» HT kg KH HE TH kh 29

4 KPI & Budget « -F a ằ (ad 29

| BUSINESS INTRODUCTION

1 History of formation

e The brand was founded in 2014 and launched in 2016

e After nearly half a decade of operation, this brand has become a "tough" name on the street fashion map in Vietnam

e Hades actively participates in domestic and foreign fashion events, where Hades has been highly appreciated for his creativity and unique style

e This brand is not only a fashion brand, but also actively accompanies Vietnamese youth in community activities, conveying a positive, confident, and creative lifestyle to the young generation

2 Vision, Mission

2.1 Vision

e Desire to spread a positive lifestyle to the young generation

e Improving their appearance through fashion helps young people love themselves more and have the confidence to get out of their safe shells

e Wishing to be able to unleash creativity in their world

2.2 Mission

e Developing high-quality street fashion

e Focus on designing products that bring comfort to the wearer

¢ Comfort and product diversity, not being picky about the wearer along with harmonious color layout design are the highlights and also the common points of all the collections that Hades wants to aim for and develop

e Always accompany young people in community activities, conveying a positive lifestyle and confidently living comfortably according to their style

3 Positioning Statement

Carrying the free and comfortable spirit of the modern young generation, most Hades products aim for spacious, simple designs that are not picky about the wearer "Fat or skinny, tall or short, whether 3 busts are the same as 1 or not, it doesn't matter now." Once you come to Hades, you certainly cannot "carry empty" out

Not only is it a modern fashion brand for young people, but Hades also represents an aesthetic trend as well as a unique lifestyle By perfecting their appearance, Hades wants young people to love themselves more, be more confident, and unleash their creativity in their world

Il MARKET INFORMATION

1 Market size

The market size of the fashion industry is estimated to be worth about 6.8 trillion USD/year Although still quite young, our country's market is considered quite attractive for fashion companies

to exploit, especially in the context of fast fashion trends that have a big impact on consumers such

as local brand fashion

The market size of the Local brand industry is estimated to be 1.36 trillion USD by 2024 and is expected to reach 1.78 trillion USD by 2029, with a compound annual growth rate (CAGR) of 4, 68% during the forecast period (2024-2029) In the fashion market, the growth of online shopping is expected to support the growth of this fashion industry

2 Market Trend

Influencers influence purchasing decisions, and customers increasingly seek customer service

through direct messages

In the last three months, 41% of consumers discovered products thanks to KOLs and Influencers

on social networks Gen Z, Millennials, and Gen X prefer to find products on social networks than any other channel

According to research, 17% of social network users have purchased directly on an e-commerce platform in the last three months

Peak shopping moments in Viet Nam are evolving into a marathon with o constant stream of sales events, from

early Oct to Tet Holiday and Valentine (2024)

In addition, currently Streetwear - Youth fashion is popular among sports lovers and street culture enthusiasts

Wolf head image: shows strength, ferocity, and uniqueness by the brand's streetwear style But the image of a wolf head is quite common and can easily be confused with other brands

2 NEW SEASON Characteristics

Name product Price image product

HADES STRIPED SHIRT 24 405.000vnd

Tracer sleeves boy

HADES FLEURS RED HOODIE

variety of colors and

unique street style

artwork effects

Most of the products

in this new collection

absorb sweat without

being stuffy, too tight

or too loose

- Quite cheap compared to

which Is evident in

Hades's new

collection Brings Western European style to Vietnam through each new product to help

e Reasonable price, good

quality

e Diverse product and

model portfolio

e Wide sales channels

Diverse textures and colors Use reflective effects, galaxy, tie-dye, etc to create a different highlight

e The product is manufactured in Vietnam

Be yourself - encourages customers to confidently express their personality and style

HADES _| High-quality fashion for young people - provides high-quality fashion products,

suitable to the needs and tastes of young people

Bad Habits products use 100% cotton which is highly durable, holds its shape well, and is suitable for the hot and humid climate of Vietnam, especially in Ho Chi Minh City with high

e Price: Products have affordable prices, suitable for young customers

Cultural combination: The brand harmoniously combines modern young people's style and

Vietnamese cultural beauty

Investment in the store: Bad Habits’ concept store in Ho Chi Minh received a large investment with a bold Vietnamese design

2 NOW SAIGON

NOWSG

2.1 Products

Now Saigon has launched a variety of products from t-shirts, hoodies, sweaters, jackets, pants,

and shorts with impressive artwork details, easy to mix & match but not faded - helping the wearer Looks outstanding and unique Each NOWSAIGON design has a bold artistic quality, helping the

wearer become outstanding and unique

eo fs

e Product quality: NOWSAIGON focuses on product quality, using high-quality cotton

e Easy to coordinate, highly applicable: NOWSAIGON's designs are highly applicable and easy

to mix & match but still stand out and have personality

3 Disadvantages of the product Hades when compared to competitors

Criteria HADES BAD HABITS NOWSAIGON

Style Streetwear basic Streetwear is innovative Streetwear is diverse, with

and unique many styles Design Bagic, use reflective Alternatively, many Diverse, many patterns and

effects unique motifs designs Store Few stores Lots of stores Lots of stores

Gender Male and female

From class E to class C Above Class B

Income

(0-7.500.000 VND) ( More than 7.500.000)

High school, College, University

Postgraduate Education Intermediate - Postgraduate

Non University Non University

e Usually likes "limited" things The leg

dynamism, love to explore own it

Life style

¢ Want to assert yourself an; Personality, independence, success

integrate with friends e Ready to invest in yourself

Behavior

Occasion Special Occasion (party, birthday, holiday )

e Easily attracted by new, trendy products

e Beconscious of product valueLow loyalty: 90% of consumers change t

- or stores within 3 months

Behavior

e Purchasing decisions are easily influenced by trends (KOL/KOC), th¢

family, friends, etc

e Like promotions, black friday, buying products at bargain prices

so they always have a desire to express themselves, speak their minds, and especially create a person impression prominent in society (We Are Social Vietnam)

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2.2 Customer persona

(= 2 eg)

NGUYEN THU TRANG

: Tan Ho Chi Minh City

¢ Education: University Of Economics

¢ Income: 5millions/month PSYCHOGRAPHIC BEHAVIOR

e APPEARANCE IS THE ¢ BE CONSCIOUS OF PRODUCT BIGGEST CAUSE OF STRESS VALUE

FOR GENZ (REPORT LINKER) e LOW LOYALTY: 90% OF

e 15,2% OF GENZ ARE WILLING CONSUMERS CHANGE BRANDS

TO SPEND MORE TO OR STORES WITHIN 3 MONTHS UPGRADE THEIR se PURCHASING DECISIONS ARE APPEARANCE (Q&ME) EASILY INFLUENCED BY TRENDS

e¢ WANT TO EXPRESS (KOL/KOC), THEN BY FAMILY,

YOURSELF FRIENDS, ETC

e PREFER ONLINE SHOPPING

GOAL:

=> U30 IS WILLING TO INVEST MORE TO UPGRADE ITSELF

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right style and outfit to shine and be more confident

| want to find the fashion style that best matches my color to expre

unique beauty and personality

As a young person, | always want to become beautiful and confiden

my fashion style However, | have many difficulties in building a style INSIGHT suits me to shine and be more confident | want to find a fashion sty

honors my color, thereby expressing my unique, tangible beauty as

my intangible personality

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VỊ DIRECT MARKETING CONTENT CREATION

1 Big idea, key message

KEY MESSAGE

“SAC MINH dinh STYLE XINH”

e SAC MINH: Each person's unique color is both the visible skin color, eye color, and

color, as well as the invisible personality color

e STYLE XINH: Beautiful, classy, 'personal' fashion style helps honor the unique bea

participate in the exhibition

Phase Collection Method Purpose of Collection

1 None None

2 Google form to register to - Main purpose: Collecting customer information

- Other purpose: Send an email to remind customers about the exhibition

Wifi marketing at the exhibition - Main purpose: Collecting customer information

- Other purpose: Help customers able to share online -> "free" PR

program, increasing sales

3 Website landing page - Main purpose: Customer's information for a

voucher up to 10% for the "NEW SEASON"

collection + free personal color test

- Other purpose: Send notification emails about Hades's upcoming “black friday " program

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On a bustling and colorful

street, everyone has their own

jobs, colors and styles

A surfer boy with a “blue and

white“ street style style

She imitated the boy’s street

style by borrowing surfing

(active, healthy style) She

feels out of place

A romantic, handsome male singer is singing ina

“red-black“ tea room

Then she changed to borrow

the artist’s pen and color

palette (gentle, loving style), but still felt it didn't suit her

Or a female artist is

attentively painting

“yellow - brown“ paintings

Next, he switched to the female singer by borrowing that girl's microphone (sexy, seductive

time it stilL didn't fit

style), but this

A “colorless"” girl is longing to ƒind her own style and color She sees that the people out there all have a unique quality and personal style

She imitates to find her own style

She ƒelt sorry ƒor herselƒ and

sadly wandered the streets

because she had not found her own color

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STORY BOARD

Suddenly she saw the Hades store Then the staff at Hades helps With Hades’ help, she found her with a bright light source and she customers with the hope that they own personal color and she left unconsciously walked in will find a color that suits them happy and confident

Key message of campaign is shown

“SẮC MÌNH dinh STYLE XINH”

Attracting a large number of young people with the initiative of Tiktokers (Xuan

Mia, ): Dance viral Tiktok dances with Hades Products on

e Booking KOL (over 200k followers on Tiktok)

e Send the new collection to the KOLs listed below to Try-on/mix and mat outfits with Hades products

e Taho Chun, Nethitien, Lynh Vi: Styling/ Mix&match / Try-on videos

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Xuân Ca Mia Thao chun ngthitien

Light art exhibition Wifi marketing Membership

2.2.2 Reminder email

Send emails between 9:00 and 11:00 am This is because most work hours start during this time and people have a habit of checking email as their first task On weekdays, you should limit sending emails on weekends

AVERAGE DAILY EMAIL OPENS

@ = Email Opens

‘Will take place in 3 days! HADES NEW COLLECTION event

HADES is extremely excited to have you join the HADES NEW COLLECTION event

Information & Events:

‘Time: September 28,2024

Location: At The Ant Studio, Vu Tong Phan, An Phu Ward, District 2, City Ho Chi Minh

We want to share your joy and feelings about HADES products This is not only an opportunity to experience but also

helps you find colors that suit your style and personality

Please join us so you don't miss the opportunity to enjoy this meaningful day

‘Thank you for always supporting HADES Vietnam

Best regards,

HADES Vietnam

Send questions to:

CUSTOMER CARE MUIMIRER: O2873OTIOZI (Kew - 6pm)

MADES SHOP SYSTEM

HADES STUDIO FLAGSHIP STORE: £9 QUANG TRUNG STREET, GO VAP DYSTRICT, HOCHIMINH

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