Kasim Ali

1. Kasim Ali Threads Clothing

2. 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.

3. 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)”.

4. Key Message • “Get the Threads” • “Got the Threads”

5. 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

6. 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

7. 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

8. 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.

9. 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”.

10. 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

11. 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

12. Pricing Points • No £ signs • Always end in .99 unless it is a sale item. • Just will be used on all promotional pieces.

13. 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

14. 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

15. Extra Ambassador Search Benefits • Promotes UGC • Promotes all platforms • Ethical fashion provider • Promoting home grown talent

16. 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

17. “Threads” ARG • ARG (alternate reality game) • Combines mythology with modern science • Trans Media • Taste Makers • Rabbit Hole • Final clues through purchases only

18. Freshers Fair • Home Cities. • Portable pods. • Discount Vouchers. • Free pens, lanyards and phone cases.

19. Perfect Partners • £5 • Offered at till point or before checking out online. • Allows attach opportunity. • Always changing

20. TV Show Sponsorship • Primetime Television Show • Will allow for ads before, during and after show. • Online platforms • Helps Threads become a household name.

21. 3 for 2 • 3 for 2 will be on a selection of products • Cheapest Item free • Variety

22. Loyalty Lock Up • After normal trading hours • Live music • 15% discount • One concession per city • One every 3 months.

23. 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

24. Research and Development • Product • Placement • Pricing • Packaging • Training

25. Staff Positioning • At the door • Queue running • Shop Floor Managers

27. 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.

28. 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.

29. 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.

30. 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.

31. Timing • Threads ARG: September to January • Freshers Fair: September • Perfect Partners: Will run continuously • TV Show sponsorship: For 6 months or one season.

32. 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

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

34. Media Opportunities • Press releases • Specialist and Local outlets • Work Experience • Technology • Brand Ambassadors • Launch events

35. Budget • Allowance - £5,000,000 • Total budget used – £4,200,000 • Contingency Fund - £800,000

36. Evaluation techniques • First Review. • In-store footfall will be compared to sign ups online. • Press coverage. • Monthly review.

37. 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.

38. 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.

39. Evaluation Techniques • KPI’s (Key Performance Indicators): • Attach • Conversion • Loyalty • Transaction Value • Click and Collect

40. 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.