MsShe powerpoint
- 1. Courtney Bartsch Alaina Bartos Gregory Gomperts Allison Wallace Fashion that fits. Style you deserve.
- 2. Objectives: • Position the MsShe brand • Create print ad concept • Create a shooting board for a 10 second commercial • Advise MsShe on how to expand internationally
- 3. 5 Steps Problem: Ordinary women’s clothing brands do not take the care to combine high quality materials with figure complimenting designs Solution: MsShe, first in women's plus size fashion Benefit: Fashion that fits you. Style that stands out… Always. How it works: 1. Designed specifically to comfortably compliment your full figure 2. Every item hand inspected to insure quality 3. Perfect-fit every time with our unique online fitting system Don’t Worry: Good value never goes out of style. We guarantee it with every purchase.
- 4. The first in women’s plus size fashion Fashion that fits you. Style that stands out… Always. In today’s plus size fashion industry, ordinary women’s clothing brands do not take the care to combine high quality materials with figure complimenting designs for their customers. MsShe is the only women’s plus size clothing brand that allows you to be beautiful, fashionable and comfortable at the same time. Our clothes are designed specifically to compliment your full figure and give you that perfect-fit every time with our unique online fitting system. Above all else, we hand inspect every item to insure quality. Good value never goes out of style. We guarantee it with every purchase.
- 5. Promises 1. MsShe makes you feel stress free; that’s because we do the trying on for you. 2. MsShe restores positive energy into your life; that’s because our clothes flatter your body and mind. 3. MsShe gives you courage to shop online again; that’s because our clothing is custom to every part of your body. 4. MsShe allows you to treat yourself; that’s because our high quality clothing is designed with your wants in mind. 5. MsShe gives you fashion that fits and style that stands out; that's because our expert designers make the clothing specifically to form fit your full figure creating a complimenting look. 6. MsShe helps redefine the meaning of quality; that's because our superior products are made from only the finest materials and are thoroughly examined for flaws by our professional quality assurance team. 7. MsShe offers that tailor specific fit from the comfort of your home; that's because the exact dimensions of our products are listed on our website.
- 6. Positioning Statement & 3 T’s “Fashion that fits you. Style that stands out… always.” • Tangible benefit: Our clothes allow you to be beautiful, comfortable and fashionable at the same time. • Truth: Our clothes are made only from the finest fabrics and materials. Online we offer the exact measurements of each article of clothing to insure the perfect fit. Each week we launch at least 16 new products so you are always in style. • That’s me: “I want to feel beautiful and fashionable without having to sacrifice quality and comfort no matter what size I am.”
- 7. Strategic Brief • Target audience: Our target audience is plus size women between the ages of 25-40. Specifically women who have good paying jobs and can afford high end clothing. • Key Insight: “I want my clothes to make me look beautiful and feel confident however; most plus size clothes are not stylish and don’t fit me very well” • Strategy: 1. Launch a new campaign with the working slogan “Fashion that fits. Style you deserve.” 2. This campaign will include print ads, a 10 second TV commercial and a WeChat media plan 3. WeChat media plan: Every Monday morning an affirmation quote will be sent out to each MsShe WeChat subscriber. This will coincide with the already existing daily WeChat messages that talk about new products.
- 8. Strategic Brief • Positioning: Fashion that fits you. Style that stands out…always. • Support for Positioning: Tangible Benefit: Our clothes allow you to be beautiful, comfortable and fashionable at the same time. Truth: Our clothes are made only of the finest fabrics and materials. Online we offer the exact measurements of each article of clothing to insure the perfect fit. Each week we launch at least 16 new products so you are always in style. That’s Me: “I want to feel beautiful and fashionable without having to sacrifice quality and comfort, no matter what size I am.” • Tone and Manner: The tone of this campaign should be empowering; it should be conveyed in a manner that leaves the customer feeling beautiful and confident.
- 10. The first in women’s plus size clothing Woman VO: Fashion that fits you. Woman VO: MsShe, the first in women’s plus size clothing
- 11. Woman VO: Style that stands out… Always. Woman VO: Visit MsShe.com today to explore your style options. MsShe.com MsShe Fashion that fits. Style you deserve.
- 12. Expanding to the International Market
- 13. Strategic Brief for International Market • Target audience: Our target audience is plus size women between the ages of 25-40 in the international market. Specifically women who have good paying jobs and can afford high end clothing in other countries. • Key Insight: “I want my clothes to make me look beautiful and feel confident however; most plus size clothes are not stylish and don’t fit me very well” • Strategy: 1. Adjust website content to Western culture. This will include models, sizes and descriptions of the clothing. 2. Use print ads and TV ads that have high viewership for the target audience. Ex) HGTV, Lifetime, Home and Goods magazine etc. 3. Social media plan utilizing Facebook, LinkedIn, Instagram and email.
- 14. Strategic Brief for International Market • Positioning: Fashion that fits you. Style that stands out….always. • Support for Positioning: Tangible Benefit: Our clothes allow you to be beautiful, comfortable and fashionable at the same time. Truth: Our clothes are made only of the finest fabrics and materials. Online we offer the exact measurements of each article of clothing to ensure the perfect fit. Each week we launch at least 16 new products so you are always in style. That’s Me: “I want to feel beautiful and fashionable without having to sacrifice quality and comfort, no matter what size I am.” • Tone and Manner: The tone of this campaign should be empowering; it should be conveyed in a manner that leaves the customer feeling beautiful and confident.
- 15. Overall: • Hire a person whose first language is English to ensure perfect copy. There can be no translation. • Extensive research through triads to outline target audience’s needs in other countries 1. Diversify the models by race and body shape 2. Open up a headquarters in Europe or North America with English speaking customer service (the native language of the country you are expanding to is a necessity) 3. Adjust sizes to fit what women consider XL in the international market
- 18. SIZE L XL 2XL 3XL 4XL 5XL 6XL MsShe - 80 84 88 92 96 100 USA 89 94 99 106 - - - Europe 89 94 98 107 - - - Size comparison of waist in cm
- 19. • Edit descriptions and copy (don’t use the words fat and plump) • Exchange RMB to U.S. Dollars • Amazon is our Taobao, extremely useful and reliable, instant borrowed equity • Sell items from own website, limit variables • “About Me” bio for company and founders • Hire an English (native language) speaking social media manager to oversee Facebook, Instagram and LinkedIn MsShe website and E-commerce sites:
- 21. Timing Daily Theme(s): Content Title Target Primary Audience Author Platforms: Supporting Media (Video, podcasts, etc.) Week 1 Weekly Themes: Introduction, Affirmation, New Products and Celebrity Endorsements Sunday, Introduction Introducing Ms She to international markets Females 25-40 Social Media Manger Facebook, LinkedIn, Instagram MsShe.com - About us Monday, Affirmation Words of Wisdom from Ms She Females 25-35 Social Media Manger Instagram, Email Tuesday, Celebrity Endorsement (Insert Celebrity Hear) wears Ms She at (Insert Event here) Females 25-40 Social Media Manger Facebook, Linkedin, Instagram Photo of Celebrity wearing Ms She Wednesday, New Products Check out our new releases Females 25-40 Social Media Manger Facebook, Instagram, Email MsShe.com - New Releases Thursday, Affirmation Words of Wisdom from Ms She Females 25-40 Social Media Manger Instagram, Email Friday, New Products Incase you missed our weekly releases Females 25-40 Social Media Manger Facebook, Instagram, Email MsShe.com- New Releases Here)
- 22. Thank you for allowing us to work for you!