Strategic Fashion Communications Maison Margiela Rational

 

Introduction & Brand History

 

This rational will provide evidence of research as well as the creative process that took place in order to develop a communication strategy for Maison Margiela’s spring summer 2016 collection. Through the use of the social media platform Instagram, this creative strategy will meet proposed aim’s and objectives through a marketed message that is intricately intertwined with Maison Margiela’s brand image whilst using theory to support reasoning behind this communication strategy.

Maison Margiela are a luxury brand opened by Martin Margiela in 1988, the brand are known for their discretion, therefore the new brand overhaul that has been put into place since John Galliano joined as creative director are not published to the public informatively, rather they are actioned and then left for their customers to intricately identify changes to the brand. John Galliano has brought a new energy to the company suggests Renzo Rosso (Milligan, 2015), however has gone through rebranding his own image as well; the once extrovert, eccentric and outspoken fashion icon who would never show his collection without taking a bow at the end of his shows, has introverted into Maison Margiela’s passive and ‘faceless’ brand identity (Kilcooley-O’Halloran, 2015). It is vital to look at the influence of the brand’s history and its hierarchy in order to identify a communications strategy which will not go against their brand expectations, however there is an obvious need for further excitement within their social platforms in order to engage consumer’s digitally.

 

The Communication strategy

 

The proposed GIF on HOME page will sit amongst Maison Margiela’s Instagram page (see IN-HOUSE) alongside the images of their most recent SS16 collection in order to create a buzz, and allow consumers to take a dose of passive inspirations without the brand verbally announcing it.  The communication message is buoyant, colourful and certainly not clinical, however it demonstrates the Spring Summer collection through the use of colour, the inspiration of Jellyfish and the galactic image without the clinical universe connotation often perceived from the brand.

 

Objectives

 

‘High Fashion will always exist as a form of art and will continue to inspire us just like a beautiful painting does’-Yuli Ziv

Digital effectiveness is often measured through key performance indicators, this measurement demonstrates how effective a brands online content is through measurable metrics such as search engine optimisation, site activity, bounce rate, time on site and overall traffic. Metrics are a vital aspect of any communication campaign, set by objectives they allow your aims to be measurable therefore giving insight into success or potential failures (Chaffey and Chadwick, 2012) (Smartinsights.com, 2015).  Objectives must then be put in place before a communication strategy is designed in order to meet the desired objectives. Maison Margiela’s Instagram presence is currently lacking energy with little to no traffic onto their website being produced from social platforms, specifically Instagram (figure 1.0 and 1.1) (similar web, 2015).  

Figure 1.0

 

 

 

 

 

 

 

 

 

 

 

 

 

Figure 1.1

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

It is clear that from these figures that Instagram is not a main platform for traffic conversion for the brand however is one of the best platforms to demonstrate a consistent brand image as well as allowing creativity. Therefore through the identification of key weakness with the brands current communication strategies, objectives need to be created in order for Maison Margiela to be able to measure their communication strategy against these metrics so that they can measure success. Table 1.0 demonstrates objectives set to achieve for the proposed Spring Summer 2016 communication strategy (Chaffey and Chadwick, 2012).

 

Table 1.0

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Audiences

 

Research suggests that utilising user profiling, to capture the core characteristics of target consumers involves more than just demographics (Chaffey and Chadwick, 2012). Figure 1.2 demonstrates the traffic by country of Margiela’s online consumers, this information enables greater insight into the brands consumers and where people are purchasing their clothing. Margiela’s target market are those that are influenced by art and high fashion as well as hold a strong attention to detail and importance of well made, quality clothing. The use of social media enables the research of those who are interested in the brand, through analysis of followers and those who like/comment on their posts, otherwise known as primary research. It is evident that young Middle Eastern woman are interested in their clothing and handbags, many bloggers, art and fashion enthusiasts mostly of ages 30+ comment and like posts, particularly videos that are unconventional and artistic. When going into the stores the clinical vibe and lack of branding made the experience feel unidentifiable, the Brand specialist advised me on the consumer’s they encounter on a daily basis, often Middle Eastern men and women as well as the excited Asian consumer with loud style who focus’ on heavily branded luxury goods. Another spectrum; young British adults (25+) come in to purchase contemporary tops, jeans and jackets usually shopping the MM range whilst middle class women (35+) visit to purchase evening wear and accessories. This information proves that not one communication strategy will fit all, Maison Margiela is of interest to a variety of consumer groups for different reasons and this is why a simplistic, arty but impactful message ought to be received better than eccentric out there images that may cause offense to some of their vital consumer groups. Strausburg, 2014 highlights this theory that all consumers are not the same however what is important for a retailer/brand is to find their common factor which will aid their brand experience; this is where the use of social media comes into play, ensuring that you are giving your consumers platforms for inspiration and interest, in order to aid their purchasing behaviour and consideration process. 

Figure 1.2 Traffic by countries

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Message  

 

The proposed communication strategy is one that demonstrates to consumers that there is more than just ideas and material that goes into garments and designs. The created GIF promotes specific garments and themes that ran through their catwalk show, which will be thought provoking for consumers and social connections, meaning that they have to take the published content and research exactly what this message signifies. This theory therefore suggests that consumers have to utilise Margiela’s social platforms, studying their previous collection, watching their catwalk show and therefore engaging with the brand to create a relationship that will generate loyalty. This strategy is a long term one, through posting this content on Instagram there will be immediate interest with increased traffic and conversation on social media; this strategy may not immediately convert to purchasing, however the generation of interactivity between the brand and their consumer will lead to future brand consideration when need/desire takes place therefore leading to purchases (Strausbaugh, 2014).

 

Tools and Activities 

 

The creation of this proposed digital campaign has been created through the use an ongoing collection of inspiration starting with the catwalk that took place in September; other tools such as magazines, Pinterest, WGSN and Paternity gave further inspiration and insight in order to produce a final GIF that utilised consumer research and digital effectiveness. Two key programs were used to create the final visual, Adobe Illustrator and Photoshop. The learning of how to create visual pieces such as GIF’s through online activities enabled effective use of the programs to produce a professional and useable visual that could be uploaded onto a social platform. Adobe illustrator provided the capacity to create mood boards see (image 1.0) that would aid themes and influence the final piece which was solely created through the use of Adobe Photoshop.

Image 1.0- Formative Mood Board

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Resources

 

Primary and Secondary research was undertaken in order to create the final visual concept.

Initial research began with extensive scrutiny of current Maison Margiela’s social platforms and website. Margiela’s website links through to each of their social platforms through their tabs (see table 1.1) which demonstrates the importance the brand puts on these platforms to inform their consumers. Next, a visit into their MM store on Conduit Street and the Maison Margiela store on Bruton Street, enabled me to gather insight through staff and fellow shoppers.

Through the use of theory of advertising and digital marketing I was able to create a GIF that would provoke thought and consumer interaction with the brand (please see reference list).

 

Table 1.1

 

 

 

 

 

 

 

 

 

 

 

 

 

Timescale  

 

The use of activities demonstrated in table 1.2 supported the final concept that was created, through the study of colours, the use of visuals and inspiration boards (see images 1.1-1.4) and online tutorials of tools needed to create the GIF (Photoshop and Illustrator) it ensured that the making of the visual concept was as efficient as possible.

 

Table 1.2- Timescale

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Image 1.1

 

 

 

 

 

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Evaluation and Recommendations

 

On reflection of the communications strategy that has been produced it is clear that the GIF created is a step away from Maison Margiela’s core brand image, however as discussed will create excitement on the platform, provoke conversation on their social platform’s as well as increase traffic to Instagram. If there were availability of the Spring Summer 2016 collection (image 1.4) would have been used in a better quality of image as it was difficult to find the ‘Jellyfish’ broach in a close up shot that did not pixilate. The use of this initial inspiration within the GIF adds a further hint to consumers therefore entices them further to shop the brand. The development of this strategy has made me realise the importance of inspiration for a consumer who is shopping at a luxury brand, therefore a recommendation to Maison Margiela is to continue to produce visuals which allow consumers to become inspired, challenging them to research the collection and therefore interactive with them on a daily basis. 

 

 

REFERENCES

 

 

Chaffey, D and Ellis-Chadwick, F (2012) Strategy, Implementation and Practice. 5th Edition. Essex: Pearson Education Limited

 

Kilcooley-O'Halloran, S (2015) Maison Margiela loses Martin. Vogue.com [Online]. 1st December 2015: http://www.vogue.co.uk/news/2015/01/14/maison-margiela-changes-name-loses-martin

 

Similar Web, (2015) Maison Margiela KPI and Online Traffic. Similiarweb.com [Online] 3rd December 2015. http://www.similarweb.com/website/maisonmargiela.com

 

Smart Insights (2015) Defining  Goals and KPI’s. Smartinsights.co.uk. [Online]. Last accessed 4th April 2015. Available: http://www.smartinsights.com/goal-setting-evaluation/goals-kpis/ 

 

Strausbaugh, K (2014) Advertising campaign strategy: a guide to marketing communication plans. 5th Edition. Australia: South Western

 

Ziv, Y (2013) Season of Change: A Forecast of Digital Trends Set to Disrupt the Fashion Industry. (Unknown publisher)