Bài viết này sẽ vẽ lên một chiến dịch truyền thông để giải quyết các thử thách thực tế mà nhãn hàng thời trang đã và đang vướng phải, bao gồm: thử thách của thương hiệu, thị trường hướng đến, sản phẩm gợi ý, mục tiêu truyền thông, thông điệp được truyền tải, ngân sách, các trang mạng xã hội cần thiết và lịch trình cụ thể.
THE BLUE T SHIRT Figure 1: The Real Tank by The Blue T-shirt, n.d INTRODUCTION TO FASHION MARKETING FASHION COMMUNICATION CAMPAIGN - STRATEGY AND PLAN Marketing goals & communication objectives for the campaign Brand overview The brand's challenge Target Market overview TABLE OF CONTENTS Creative Concept & Key Messaging Media Selection Budget & ROI New product details Campaign Calendar 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 Product: 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 Design: 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 Brand Positioning Expensive Soda Pop Uncoo l Oversized Shop Tu By Catu 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) The Blue T-shirt La Min Apparel Dottie Libe Miều Fashionista Inexpensive Nhà Kho Liti Cool CHALLENGES Design: because the clothing design is too simple, basic, and normal, the brand and product images not stand out from the domestic competitor, which is La Min Apparel Therefore, The Blue T-shirt has fewer competitive advantages in products Consumers' perception: they perceive The Blue T-shirt's products as reasonable prices, comfortable wearing, and high quality Besides, they not perceive any emotional benefits from this fashion brand Figure 6: Plain White Tee by The Blue T-shirt, n.d Target Market From the interview of the Assignment Target Audience Shopping habits Expectations 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 The target audience prefers shopping in-store, going shopping with friends, and window shopping on social media (Facebook, Instagram, and E-commerce sites) Basically, all fashion customers choose to buy high-quality clothes at affordable prices Most Vietnamese customers also care about the value of their image as well as sustainability trends (VietNamNew 2020) NEW PRODUCT - Undyed Jeans Adverse effects of jeans manufacturing process on the environment: 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) Figure 7: Kingpins-Tavex by WGSN, 2021 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" 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 P R I C E 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) 760,000 VND 34.00 USD Figure 8: Recycled organic cotton mix denim short by Gamentory, n.d Figure 9: Will Works-Undyed by MUD Jeans, n.d Figure 10: High-Waist Undyed Organic Stretch Cotton Ankle Jeans by Neiman Marcus, n.d PRODUCT 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 COMMUNICATION OBJECTIVES MARKETING GOALS The 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 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 KEY MESSAGING 2.The objective of the marketing communication 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 Values: The Blue T-shirt values and prioritizes the benefits that it brings to the community and the environment It values the customer’s experience when wearing the product and minimizing carbon footprints to the environment (The Blue T-shirt, n.d) Since Liking stage means customers begin to relate and develop connection to the product, Blue wants to increase the brand’s awareness and make the values perceptible to the customer to establish an emotional connection with them (Bhasin, 2021) Therefore, 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 ecofriendly 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 advantage for our marketing strategy to tailor forward to Facebook - Running ads for the first 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 months Instagram - Running Video and Photo ads for 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 T-shirt 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 months - Gain 300 clicks to the website in months MEDIA SELECTION Paid Figure 13: Screenshot from Instagram ?profile - thebluetshirt (The Blue T-shirt 2021 Figure 14: Screenshot from Instagram ?profile - laminapparel (La Min Apparel 2021 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 MEDIA SELECTION Paid 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 months - Gain 100k+ reach & Frequency - Increase 10% original website traffic in months - Enhance customer's perception towards The Blue T-shirt Figure 15: Screenshot from Facebook and Instagram profile Vietcetera (Vietcetera 2021) Helly Tong - Representative Activities: - Become the Face and Model for the Undyed Denim Jeans Collection - Post + repost The Blue T-shirt's posts on Instagram and Facebook - 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 months - Gain 300 online + in-store orders in months - Build a reliable relationship between customer and The Blue Tshirt & reinforce brand's values MEDIA SELECTION Paid Figure 16: Helly Tong by Tong Khanh Linh, 2020 Figure 17: Screenshot from Instagram profile - hellytong (Hellytong 2021) MEDIA SELECTION Earned ACTIVITIES: 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 Figure 18: Salim, Amee & Truc Anh wear The Blue T-shirt jeans by salimhwg, 2021 - 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 months Figure 19: Screenshot from customers feedback on Instagram story - thebluetshirt (The Blue T-shirt 2021) Salim Amee Account: ameeamee_m Role: singer Followers: 1.7 million Likes: 30.000-90.000 Style: feminine, chic, trendy Figure 20: Amee's image on Instagram by Amee, 2021 GiangOi Account: salimhwg Role: fashionista, actor Followers: 965.000 Likes: 8.000-30.000 Style: chic, sporty, glamorous Figure 21: Salim's image on Instagram by Salim, 2020 Account: giangoivlog Role: blogger, youtuber Followers: 403.000 Likes: 15.0000-40.000 Style: sophisticated, natural, classic Figure 22: Giang Oi's image on Instagram by Giang Oi, 2019 From the interview, customers said that their purchase decision is impacted by influencers whom they follow wearing these clothes as well as they will be more likely to have a look at these items Therefore, we select below influencers who are suitable for the key meaningful message of the campaign Man Tien Account: manttien Role: model, beauty blogger Followers: million Likes: 20.000-50.000 Style: sophisticated, feminine, classic Thao Tam Account: mia.soya Role: blogger, actor, model Followers: 309.000 Likes: 10.000-40.000 Style: gamine, natural, sporty Figure 23: Man Tien's image on Instagram by Man Tien, 2020 Figure 24: Thao Tam's image on Instagram by Thao Tam, 2020 Bedaulbe Account: bedaulbe Role: blogger Followers: 75.000 Likes: 3.000-10.000 Style: sexy, romantic, trendy Figure 25: Bedaulbe's image on Instagram by Bedaulbe, 2021 MEDIA SELECTION Owned Instagram & Facebook ACTIVITIES: - Posts about new product - photos of the Jeans, video of the product manufacturing process - ?Using the story feature to connect with customers daily: upload product images, suggest mix and match with undyed jeans - Reposting feedback images of customers wearing the Undyed Jeans - All posts will have the hashtag #LivesustainablywithBlue WHY: - Because The Blue T-shirt owns Facebook and Instagram, they can promote product without paying - In Vietnam, the number of people using social networks rose to 72 million users in January 2021 (Kemp 2021) - Instagram and Facebook are important platforms of The Blue T-shirt, it is where The Blue T-shirtt can reach the customers most effective 100% of respondents in the interview said that they use Facebook and Instagram mostly to update news and shop window (Nguyen 2021) - Facebook and Instagram have a lot of useful features to increase the interaction of posts between customers and brands such as repost, share, poll - Facebook and Instagram post engagements can be tracked right on the app Figure 26: Screenshot from Instagram and Facebook posts - TheBlueTshirt (The Blue T-shirt 2021) OBJECTIVE: - Gain averaged 500 likes on Instagram posts and 100 likes on Facebook during the campaign - #LivesustainablywithBlue has 1000+ social media posts by the end of December - Attract 100 more followers on Instagram and 100 more likes on Facebook in month #LivesustainablywithBlue MEDIA SELECTION Owned The Blue T-shirt Website ACTIVITIES: - Posting new products in the shop section - Create pop-up ads premiering new product when the customer enters the website - In the blog section, The Blue T-shirt post the story of the campaign, how undyed jeans have a good effect on the environment, share pictures of the process of jeans being made Figure 27: Screenshot from The Blue T-shirt website WHY: The Blue T-shirt (The Blue T-shirt 2021) - Brand official website is essential to the brand image An invested website will increase credibility, revenue, and visits from customers (Kaplan 2020) - The website will ?active 24/24, so customers can read product information at any time without having to wait for a response from an online salesperson This helps customers find it more convenient and saves them time - To create an image of a fashion brand that cares about the environment and society through posts about this campaign on the website From there, it can attract new customers with similar interests to visit the website OBJECTIVE - To gain 10% website traffic in months Figure 28: Screenshot from featured product on The Blue T-shirt website - The Blue T-shirt (The Blue T-shirt 2021) - To gain 200 online order and in-store purchases in months B U D G E T Activity Type Description Vietcetera Post about our campaign on their Facebook & Instagram Vietcetera Paid media Get reach with KPI of 133,333 Cost per Unit / Day Total cost 17,000,000 vnd 17,000,000 vnd 4,608,835 vnd 4,608,835 vnd Facebook Running ads daily in months 61 days 300,000 vnd 18,300,000 vnd Instagram Running ads daily in months 61 days 300,000 vnd 18,300,000 vnd Helly Tong The Face of the campaign 40,000,000 vnd 40,000,000 vnd Gifts Sending jeans for influencers and Helly Tong 21 200,000 vnd Shipping fee Ship the jeans to influencers addresses 30,000 vnd 210,000 vnd 300 200,000 vnd 60,000,000 vnd Earned media Garment production Jeans Manufacturing jeans for the first time production Video production Video Making video about the process of undyed jeans production Lookbook Photos & Video 4,200,000 vnd 5,000,000 vnd 5,000,000 vnd Shoot photos and video of new collection with Helly Tong 7,000,000 vnd 7,000,000 vnd Poster Place it on store window to introduce the campaign 100,000 vnd 200,000 vnd Donation Taking 30,000 vnd of each bill for the charity fund 300 30,000 vnd 9,000,000 vnd Store Window Display Mock-Up Promotion Unit / Day Back up cost 9,000,000 vnd Total budget Note During months of campaign Each person have jeans in the new collection designs, produce 100 pcs each design 192,818,835 vnd R O I Income Sales volumes Sales revenue 300 228,000,000 vnd Cost of investment 192,818,835 vnd Total Budget Net profit 35,181,165 vnd Sales revenue - Cost of investment ROI Net profit Cost of investment x 100 18,2% TIMELIN E THA NK YOU FOR LISTENING APPENDIX Research Proposal Unit of analysis: Women purchased The Blue T-shirt product Sample Size: people Research method: Face-to-face interview Questions: • What are you most impressed with about La Min Apparel? • What would you think of first when reminding of La Min Apparel? • Why did you buy products from La Min Apparel? Consumer name - La Min Apparel User: Nguyen Mai Anh Background: University Student • The store layout & design gives a pleasant feeling when entered the store • Diverse, modern designs with a bold personality when sees the product's image • It has diverse types of products, and matched styles Questions: • What is your thought on sustainable fashion? • Are you willing to buy eco-friendly clothes if it's more expensive? • Would you buy a product if a KOL/influencer you like wear that product? Why? • Where you read/update the news most often? • Do you often go shopping window on Facebook & Instagram? Consumer name - The Blue T-shirt user: Le Mai Loc Background: University students & Teaching Assistant • Read a lot of news about sustainability Prioritize ecofriendly products • Yes • Yes I would look into the product if it's worn by my favorite influencer • On Facebook mostly • ?Yes I go check out clothes more on Instagram Consumer name - The Blue T-shirt user: Tran Ngoc Anh Background: High school Student 1.Sustainable fashion is still not affordable for people with lowincome Yes, it depends on my financial budget at that time as well Only if I have the budget Because influencers have to keep up with the trends, so if they wear it, it must be because they are truly aware of the sustainable values Use Instagram and Facebook mostly Yes I'm very into window shopping on social media, it's pleasantly satisfying to look at them REFERENCES Bhasin, H 2021, 'What is the Buyer Readiness State?', Marketing 91, viewed 24 May 2021, Facebook Business n.d, 'What Are Facebook Ads?', Facebook, viewed 17 May 2021, Facebook n.d, 'About Daily Budgets', Facebook for Business, viewed 16 May 2021, Facebook n.d, 'How much it cost to advertise on Facebook?', Facebook for Business, viewed 24 May 2021, Kemp, S 2021, 'Digital 2021: Vietnam', Datareportal, 11 February, viewed June 2021, MUD Jeans 2021, Undyed Denim, the most sustainable jeans in the world, MUD Jeans, viewed 31 May 2021, Muthu, Subramanian Senthilkannan 'Sustainability in Denim' Duxford, England: Woodhead Publishing, 2017 Print Nayak, R 2020, 'Vietnam's fashion and textile industries must become sustainable to survive', RMIT Vietnam, June 23, viewed 30 May 2021, Nguyen, TN, Lobo, A, Nguye, HL, Phan, TTH, Cao, TK 2016, “Determinants Influencing Conservation Behaviour: Perceptions of Vietnamese Consumers.” Journal of consumer behaviour, viewed 31 May 2021, Wiley Online Library Jouranls database Vietcetera 2021, 'VIETCETERA MEDIA KIT [VN] - May 2021 (Newly Updated Version)', Vietcetera, viewed 18 May 2021, Nguyen, T 2020, 'Exploring Asia's youngest consumer market: Why Vietnam now?', We Create Content, viewed May 2021, Szmydke-Cacciapalle, Paulina 'Making Jeans Green : Linking Sustainability, Business and Fashion.' 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