Brand Strategy – Treesje – Mariel & Nelly - NYU

Brand Strategy – Treesje – Mariel & Nelly - NYU

Objective

Build the suitable Creative Brief for the

Re-Launch of the Treesje and Joelle Hawkens

Brand Strategy – Treesje – Mariel & Nelly - NYU

Listening

•  Fashion Trends: Stores, Magazines, Street Fashion, and Google Analytics.

•  The Consumer & The Brand: Social Media Platforms, Brand Perception, Social Fashion Trends, Interviews, and Survey.

Brand Strategy – Treesje – Mariel & Nelly - NYU

Where are Consumers Looking for New Trends?

41%

28%

14%

11%

3% 3%

Magazines

Fashion blogs

Style in others

Friends

Celebrities

Family

We asked 36 women where do they find inspiration for new handbag trends.

Brand Strategy – Treesje – Mariel & Nelly - NYU

Evolution to Casual Coach

Brand Strategy – Treesje – Mariel & Nelly - NYU

Evolution to Casual Nine West

Brand Strategy – Treesje – Mariel & Nelly - NYU

Casual in other Terms…

Brand Strategy – Treesje – Mariel & Nelly - NYU

Google Trends

People are searching fashion trends under different keywords.

Brand Strategy – Treesje – Mariel & Nelly - NYU

Google Trends

Identifying new trends:

BOHO BOHO Chic BOHO Street BOHO Glam

Brand Strategy – Treesje – Mariel & Nelly - NYU

Boho

•  The unique appreciation for natural beauty, creativity and the expression of a truly romantic spirit.

•  Natural and drawing out your individuality, while accepting and combining with your inner self.

•  Minimalistinc makeup – The most important aspect when it comes to Boho chic is there are no rules or guidelines and you can accessorize with fashion freedom (mix-and-match to create unique and striking looks).

•  Freedom and experimentation.

Brand Strategy – Treesje – Mariel & Nelly - NYU

Express the Real Me

My purse makes my outfit.

It expresses the real me.

Brand Strategy – Treesje – Mariel & Nelly - NYU

The New Feminism

Brand Strategy – Treesje – Mariel & Nelly - NYU

The Brand – Versatile

Brand Strategy – Treesje – Mariel & Nelly - NYU

Defining the Brand

Attributes High Quality Casual Chick Versatile

Personality Independent Edgy Stylish Classic

Proof Points Superior quality at a price Uniqueness (Leathers, designs) Sister Brands (Aspiration &

Diffusion)

Benefits Consumers don’t need

to try hard to look their best

Brand Strategy – Treesje – Mariel & Nelly - NYU

THE CULTURE

New Feminism

THE INDUSTRY

The BOHO Movement

THE BRAND

Versatile for any Occasion

THE CONSUMER

I want to be able to express the real me

Key Insights

BRAND IDEA

Effortless Allure

Brand Strategy – Treesje – Mariel & Nelly - NYU

Effortless Allure

Brand Strategy – Treesje – Mariel & Nelly - NYU

Target Women 25 – 40 years old, that wants it all in a brand!

When do I need a Treesje?

When my bag needs to say I’m sophisticated jet natural/casual (boho-glam)

When do I need a Joelle Hawkens?

When my bag needs to say I’m cool! There’s something edgy about me, but no matter the occasion I’ll always look good.

Brand Strategy – Treesje – Mariel & Nelly - NYU

Key Strategies

Own the Boho Movement (Boho glam, Boho chic, Boho Street).

Become a Tool of Woman Empowerment.

Feature the Uniqueness of the Brands for each Mood or Occasion.

Brand Strategy – Treesje – Mariel & Nelly - NYU

Key Strategies

Own the Boho Movement (Boho glam, Boho chic, Boho Street).

Become a Tool of Woman Empowerment.

Feature the Uniqueness of the Brands for each Mood or Occasion.

Brand Strategy – Treesje – Mariel & Nelly - NYU

Own the Boho Movement

Become the top of mind brand when thinking “Boho”

Brand Strategy – Treesje – Mariel & Nelly - NYU

How it Works… •  SEO Optimization

–  Create content with popular #KEYWORDS in the category i.e. #boho, #bohochic, #bohoglam, #bohostreet, #streetstyle, #LAstyle, #BrooklynStyle

–  Tell the story of the pioneers in the Boho Movement (celebrities) e.i Kate Moss, Siena Miller

Brand Strategy – Treesje – Mariel & Nelly - NYU

Blog, Blog, Blog! We know that the number one SEO buster is Blogs. Create a Blog around the new boho

movement and trends ( tips for an effortless chic look)

Results: SEO Optimization Social Media Legitimacy Loyal Fans Convert Easily Content Marketing

KPIs: Blog Followers (subscriptions) Engagement (shares, comments, CTR to website)

Note:“Make friends” with similar brands (Free People, Aritzia…)

Brand Strategy – Treesje – Mariel & Nelly - NYU

•  Influencers –  “Boho Bloggers” : Partnerships with Refinery29

type of blogs

Brand Strategy – Treesje – Mariel & Nelly - NYU

Social Media

•  Pinterest: Leverage the visual platform to showcase the brand’s personality. Be careful, keep it consistent!

Ask yourself, is this EFFORTLESS ALLURE?

Brand Strategy – Treesje – Mariel & Nelly - NYU

•  Why Pinterest?

Our target is looking here!

Pinterest is a destination social platform, where women go to get inspired.

There is a huge Boho community on Pinterest.

Like Fashion Bloggers, there are Fashion Boards with great following.

Brand Strategy – Treesje – Mariel & Nelly - NYU

Key Strategies

Own the Boho Movement (Boho glam, Boho chic, Boho Street).

Become a Tool of Woman Empowerment.

Feature the Uniqueness of the Brands for each Mood or Occasion.

Brand Strategy – Treesje – Mariel & Nelly - NYU

Become a Tool of Woman Empowerment

You don’t have to try too hard to be in our Spring 2015 Look-Book, You are a Treesje Model already!

Brand Strategy – Treesje – Mariel & Nelly - NYU

How it works…

•  Follow us on Instagram or Facebook to post your best effortless look! (we won’t think is cheating if you get some inspiration from our Pinterest boards!)

•  Use the Hashtags #TreesjeModel or #JHawkensModel depending of how you feel that day.

•  On February 2015 we will choose 10 new faces for our Spring 2015 Look-Books.

Brand Strategy – Treesje – Mariel & Nelly - NYU

How would it look like? #TreesjeModel

Brand Strategy – Treesje – Mariel & Nelly - NYU

Results •  Increase following and engagement metrics on Facebook and

Instagram (also in other platforms when people research about the brand).

•  Contests normally serve as a brand building tactic that, combined with other marketing efforts, can build brand affinity, loyalty, and eventually resulting in a lift of sales.

•  Customers will see the Treesje and Joelle Hawkens as a brand they could wear anywhere and in every situation.

•  Get “free PR”: People love to talk about themselves and their experiences. Make them experience “a day like a model” and they wont stop talking about it.

Brand Strategy – Treesje – Mariel & Nelly - NYU

Key Strategies

Own the Boho Movement (Boho glam, Boho chic, Boho Street).

Become a Tool of Woman Empowerment.

Feature the Uniqueness of the Brands for each Mood or Occasion.

Brand Strategy – Treesje – Mariel & Nelly - NYU

Feature the Uniqueness of the Brands for each Mood or Occasion.

Brand Strategy – Treesje – Mariel & Nelly - NYU

Use Pinterest as your first Step Towards E-commerce

KPIs: •  Number of Pins and likes •  Referral traffic to your website

or future e-commerce store •  Tags and comments of your

target about the brand and products

How it works: •  Use the brands attributes to define

relevant categories for each brand •  Create boards that exemplify the moods

and situations where Treesje and Joelle Hawkens could be used at

Brand Strategy – Treesje – Mariel & Nelly - NYU

Key Strategies

Own the Boho Movement (Boho glam, Boho chic, Boho Street).

Become a Tool of Woman Empowerment.

Feature the Uniqueness of the Brands for each Mood or Occasion.

Brand Strategy – Treesje – Mariel & Nelly - NYU

Non-Profits that Make Fashion Sense

Brand Strategy – Treesje – Mariel & Nelly - NYU

Results Get your money back by doing the right thing!

Exposure to a specific target (Brooklyn Fashionistas)

Help your customer associate your brand with similar brands that are also socially conscious. (this is very BOHO)

Brand Strategy – Treesje – Mariel & Nelly - NYU

Marketing Budget

35%

30%

20%

15% Budget Distribution

Social Media

SEO

Look-book 2015

Events - Giveaways

Brand Strategy – Treesje – Mariel & Nelly - NYU

Thank You!

Brand Strategy – Treesje – Mariel & Nelly - NYU

Appendix

Brand Strategy – Treesje – Mariel & Nelly - NYU

Treesje in Google

Brand Strategy – Treesje – Mariel & Nelly - NYU

Google Trends

In the US we are looking more fore PURSE than HANDBAG.