BEX ACCESSORIESCampaign I Final Project

Ken - Linh - Andrea

VIDEOCustomers Overview

BEX ACCESSORIES

Gloves: $220 Eyemask: $60 Turban: $58 Necklace: $165

Cap: $75 Garter: $90 Fur Cuff: $95 Tote: $25

• Raise awareness of BEX accessories

TRIPLE the followers on various social media platforms

Make a word-of-mouth effect on the internet

• Raise sales of BEX accessories by 30%

• Projection time: 3 months

PROJECT OBJECTIVES

THECUSTOMERS

Customer Insights

Age:25-34 Female working Millennials

Income: 50k+/year; (middle class)

Geography: Top urban cities such as New York, Philadelphia, Boston, DC

Personal Traits: Bold, Sexy, Independent, Sophisticated, Fun-seeker, Empowered

Demography

Simmon’s:• Spend more $$ on accessories• I usually only go shopping when needed • I often use the internet to make shopping plans• I prefer to go shopping alone

Mintel:- 19% of 25-34W get ideas and inspiration for clothing from

websites, blogs, or via social media- 19% of 18-34W say that people come to them for advice

on fashion/clothing.”

Interbrand Design Forum, 2015- They are excited to try the newest products, but after the

trend has caught on. - They are outgoing social media queens always on the go

Customer Insights Shopping Behavior

- Hispanics currently spend an additional $370 annually on apparel and fashion compared to other demographics. (Cotton Lifestyle monitor)

- 29% of the US population is projected to be Hispanic by 2060 (United States Census Bureau)

- New Generation Latinos are highly responsive to online marketing and are more likely to forward opinions and info about a brand compared to their Caucasian counterparts. (Huffinton Post) 

Potential SegmentHispanic Female

THEBRAND

The BrandPositioning

Bex Accessories

Kiki De Montparnass

Agent Provocateru

Micheal Kors

CoachJame Avery

Alex & Ani

Esty

H & M

Nasty DressClaire

Lane Bryant

Target

EXPENSIVE

INEXPENSIVE

VERY SEXY & BOLDTRADITIONAL

The BrandValue Proposition

“For fashion-oriented and empowered working female

Millennials aged 25-34, BEX ACCESSORIES provide

classy and bold accessories that bring them the charm of

confidence and power. “

- Like Erin Cummings, Kelly Osbourne, and Lauren Conrad

The BrandReasons To Believe

High Quality Materials- Fur, leather, gold, silver

Stylish Bold Design - Designed by a design champion, Rebecca- Recognized by celebs

Chosen By Celebs

BRAND VOICE & TONE

The BrandThe Brand

BRAND PERSONALITY

- CLASSY- BOLD- EMPOWERED

- Bold, In Control, Assertive

- Mysterious, Elegant- Motivated, Conversational

BRAND MANDATORIES

- Logo BEX NYC, black and white color

- Tagline with hashtag “BE BEX - BE #CLASSY #BOLD ” is on the packaging and all marketing materials

- Language: English and Spanish

THEDELIVERABLES

#lifted me up. Execution:

- Share story in which a woman has lifted you up and greatly influenced you;

- BEX Accessories will send a gift of accessories to that woman For Free.

- Expect to give 100 gifts for 100 stories.

Phase 1I am #Classy #Bold. Execution:

- Women who received the gift are encouraged to post their pictures with BEX Accessories on social media and tag BEX.

- For every 10 like, we donate 1$ for the Girl Rising, up to $2,000

Phase 2

The DeliverablesSocial Media Campaign

The DeliverablesSocial Media Campaign - Visuals

The DeliverablesSocial Media Campaign - Visuals

The DeliverablesPrint Ads

Pop-up Shop –“The Fashion Bus”The Deliverables

Core Ideas:- Increase the offline presence- Cover several locations- Engage with customers and deliver core value of

BEX

Inside“The Fashion Bus”The Deliverables

Show Rooms & Accessories Exhibitions

Bex Accessories

Bex Woman #LiftedMeUp. She deserves a Gift. Bex Woman is #Classy #Bold. She is a Gift.

Beginning of The #CLASSY#BOLDThank You