Kasim Ali Threads Clothing

Objectives

To help drive public engagement with the Threads website to help the process of “fusing” online and offline retail spaces.

To change current opinions on how shopping should be done so that the customers embrace and utilises Threads new model, in an attempt to raise awareness of the different ways to shop at Threads.

To position Threads as affordable fashion. To help drive public engagement with the Threads Brand to

increase interest both in store and online To promote data capture. To promote the use and creation of UGC(user generated

content). To use Threads In store to promote the website.

Target Audience

16-30 year olds including but not limited to;

Fashion conscious youth Students Young Professionals Audience research was conducted

using the “Ofcom Communications Market Report 2013 (August)”.

Key Message

“Get the Threads” “Got the Threads”

Methods: Loyalty App

Available on both smart phones and tablets.

Works with website and social media enables you to link accounts.

Scan able Loyalty card. Points System Achievement System Customer Image

Loyalty App

Registration to threads will be necessary to purchase.

It promotes data capture in an indirect way

The app allows Threads to send push notifications and offers to customers who haven’t opted out

Loyalty App

Unless customers opt out their details will be available for use of “partners” to contact them.

On every page of the app there will share button

The app can be used as a “second screen” type experience

Social media Plug-ins

Social media plug-ins will be added to the website to allow sharing of Threads clothes and purchases.

Posts onto Social media pages avatars(Threads 3d image of customer) with the key message “Got The Threads”.

Works in conjunction with the app through achievements and at the same time raising the brand awareness.

Double Parallax Bus Stop Posters

Would demonstrate Threads new shopping models in a variety of ways

Would feature Logo, Local Store and Website

“3D advertising increases sales, increases retention, attracts consumers and increases consumer foot traffic”.

In Store Pods

Will encourage use of website Will allow staff to register public to the

website Will allow fusing of offline and online retail

spaces. Also a second screen experience Will allow for real time feedback Will post Location alerts Allows for further sales opportunities and

customer satisfaction

Launch Weekend

Home Cities Big Screen display Pricing Displayed Members of Public will be able to

interact Will demonstrate “threads” model and

website in action

Pricing Points

No £ signs Always end in .99 unless it is a sale

item. Just will be used on all promotional

pieces.

Online video Campaign

Will Explain “Threads” Models Will cater for both Genders Brand Ambassadors YouTube, Facebook and other Social

Media Direct link to website Work Experience Opportunities

Threads Ambassador Search

Works Using Plug-in Participants will be measured against

likes, favourites, referrals and click throughs that generate revenue.

Top 50 will be shortlisted to pick final 10

Final 10 will be from a range of backgrounds

Anyone over 16

Extra Ambassador Search Benefits

Promotes UGC Promotes all platforms Ethical fashion provider Promoting home grown talent

Store Launch Event

To capitalise on launch weekend event Great not only for concession but host

store. Will only occur in either House Of

Fraser or Selfridges Create a feeling

“Threads” ARG

ARG (alternate reality game) Combines mythology with modern

science Trans Media Taste Makers Rabbit Hole Final clues through purchases only

Freshers Fair

Home Cities. Portable pods. Discount Vouchers. Free pens, lanyards and phone cases.

Perfect Partners

£5 Offered at till point or before checking

out online. Allows attach opportunity. Always changing

TV Show Sponsorship

Primetime Television Show Will allow for ads before, during and

after show. Online platforms Helps Threads become a household

name.

3 for 2

3 for 2 will be on a selection of products

Cheapest Item free Variety

Loyalty Lock Up

After normal trading hours Live music 15% discount One concession per city One every 3 months.

Threads Game App

Amalgamation of Snake and Flappy Birds.

Free app Raise brand Awareness Each level will unlock clothing items for

avatars. Allow for direct marketing

Research and Development

Product Placement Pricing Packaging Training

Staff Positioning

At the door Queue running Shop Floor Managers

Month Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15

Task

Loyalty "Threads" App

Social Media Plug-ins

Double Parallax Posters

In-store Pods

Launch weekend Event

Launch In-store Party

Online Video Campaign

Ambassador Search

Threads ARG

Freshers Fair

Perfect Partners

Tv Show Sponsorship

3 for 2

Loyalty Lock Up

Threads Game App

Research and Development

Packaging

Work that needs to be commissioned

outside of actual campaign

Press Release and start of

Campaign

Action Taking place

Timing

Threads App: To be commissioned outside of the actual campaign but can still be facilitated within the budget. Once the app is released it will run continuously.

Social Media Plug-ins: To be commissioned outside of actual campaign. Once implemented the Plug-ins will run continuously.

Double Parallax Posters: September to the end of October.

Timing

In-store Pods: Once the pods are in place they will remain in store indefinitely.

Launch weekend event: This will occur over the initial weekend.

Launch In-store Party: The Threads in-store party will be on launch day only.

Timing

Online Video Campaign: Will be announced at launch to encourage participants in the brand ambassador competition. Videos will start being recorded in October after the first few brand ambassadors are chosen. Videos will continue to be recorded until the end of November as more brand ambassadors are chosen. On completion of the first video at the end of October the videos will be pushed online until the New Year.

Timing

Ambassador search: The ambassador search will be announced on launch of the brand at both launch events. The first ambassadors will be chosen in October and will continue to be chosen through until mid November. However people can still move up and down the list depending on content created, likes and click throughs.

Timing

Threads ARG:September to January

Freshers Fair:September

Perfect Partners:Will run continuously

TV Show sponsorship:For 6 months or one season.

Timing

3 for 2:Will run continuously

Loyalty Lock Up:Three within campaign. September, December and March

Game App:Will be commissioned before hand and then run continuously

Timing

Research and Development:Will be commissioned before campaign and run until the end of the campaign.

Media Opportunities

Press releases Specialist and Local outlets Work Experience Technology Brand Ambassadors Launch events

Budget

Allowance - £5,000,000 Total budget used – £4,200,000 Contingency Fund - £800,000

Evaluation techniques

First Review. In-store footfall will be compared to

sign ups online. Press coverage. Monthly review.

Evaluation Techniques

The following objectives will be made more specific an quantifiable;

To help drive public engagement with the Threads website to help the process of “fusing” online and offline retail spaces.

To change current opinions on how shopping should be done so that the customers embrace and utilise Threads new model, in an attempt to raise awareness of the different ways to shop at Threads.

To help drive public engagement with the Threads Brand to increase interest both in store and online

To use Threads In store to promote the website.

Evaluation Techniques

Plug-ins to aid in measurement of referrals, click throughs, likes, shares, UGC and mentions.

Web traffic will use cookies along with the plug-ins. This will be correlated with footfall in-store to measure conversion.

Data capture will be evaluated by cross referencing website and app accounts with contact that can actually be made.

Evaluation Techniques

KPI’s (Key Performance Indicators):› Attach› Conversion› Loyalty› Transaction Value› Click and Collect

Evaluation

The final objective; To position Threads as affordable fashion.

Will be measured through an online survey at 4 months using the website and app.