REPOSITIONING Ecoalf: a Brand with Soul

Transcription

1 REPOSITIONING Ecoalf: a Brand with Soul IE HST School Prof. Juan Angel Marí n G R O U P M E M B E R S Antonio Auricchio, Brianna Belmonte, Yasmine Kilani, Javier Lozano, Natalia Maldonado, María Cecilia Olavarría, Shi Qi Wong

2 THE COMPANY Clothing brand with a mission to promote sustainable and ethical fashion without compromising style. Fashion with a conscience Minimizing damage on earth with sustainable clothing A stylish way of being ecofriendly Lifestyle with an ethical purpose Rewarding feeling of contributing to environmental change A sense of identity through fashion that reflects their values

3 6 UNLOCKING POTENTIAL IN U.S.A. BUSINESS STRATEGY BUSINESS STRATEGY Trashion E-commerce and mortar stores brick & High R&D investment MARKETING STRATEGY Authenticity sustainability Store built products Partnerships and from recycled DIGITAL STRATEGY SEO driven Seasonal PPC Editorial content Owned media: website, mobile, blog and all social channels Emphasize Trashion with concise messaging of there is no planet B Brick & mortar stores in U.S. green cities to increase brand equity International business making a local impact on the environment MARKETING STRATEGY Create an art installation with recycled material create impact and drum up awareness Flagship store to emphasize transparency Partnership with a well known sports club DIGITAL STRATEGY Bloggers and fashion influencers to write articles on pushed product Seasonal PPC - National Environmental Holidays Storytelling - interviews with President of company to raise awareness Inforgraphic specs for fast companies usage of materials

4 MAIN COMPETITORS DIGITAL SEO driven, little display advertising & CPC. Minimal editorial content & news articles. Owned media - website, mobile site, blog and social media channels. Mainly organic traffic, with PPC on the SERP, no display advertising. Loyal following - website, blog, mobile site and social media channels. Substantial editorial coverage & blogger reviews. SEO driven, little CPC & no display advertising. High owned media engagement - website, blog, mobile site and social media channels. Extensive use influencer reviews and editorial content. Blending beauty, performance and sustainability. Soul brand with extremely loyal customers. Partners with manufacturers using sustainable methods and materials. BUSINESS Provides timeless pieces, while creating better products that last longer. Goal of minimizing garments in your closet. Brand prides itself in using renewable fabrics and redefines stylish sustainability. Focus on building the best product, cause no unnecessary harm. Use business to inspire and implement solutions to the environmental crisis. Activist company with emphasis on environmental and social responsibility. Incorporates better practices throughout its supply chain. Goal to make impact on conventional fashion. Motto is being naked is the no. 1 most sustainable option. Reformation is no. 2.

5 CUSTOMER SEGMENTATION Green Consumers: People concerned about the environment and usually involved in ecofriendly initiatives. Will only support companies who are completely green. Style Maven: Follow bloggers for inspiration and keeps up with latest trends. Little recognition for clothes that are environmentally friendly not a deciding factor when making purchase. Conscious Chic: Customers whose intention when buying clothes is to harmonize sustainability with style. They don t sacrifice one for the other. Concerned about the impact of textile industry on the environment.

6 TARGET SEGMENTS INSIGHTS Want to minimize environmental impact by buying eco-friendly products. Contribute to the protection of the earth in their daily basis Engage in community projects related to sustainability such as organizations, clubs, etc. Will not compromise and engage with brands that do not have an ethical approach to business. Willing to pay more for products that align with their green lifestyle Consumers prioritize transparency in a company Consumers want to be responsible citizens of the world Contribute to the protection of the environment through fashion. Interested in good quality fabrics made through ethical trade practices. Belong to a community that meets their sustainable and trendy lifestyle. Tries to avoid fast fashion businesses. They prefer and support enterprises where corporate social responsibility is above its business purpose. Consumers want to learn more about corporate sustainability initiatives.

7 6 REPOSITIONING Backpacks and sneakers together represent approximately 70% of the total traffic to Ecoalf website. By leveraging on these two markets that currently are hyped products we can increase Ecoalf s exposure, and cross-sell the other products to a broader customer base. Special collections and international partnerships have also boosted traffic and awareness towards the brand. Ecoalf should continue using these opportunities for differentiation to support its new positioning strategy. Push the figure of its founder Javier Goyeneche. In fact, he has already been welcomed by the international press for the implementation of this venture, and creating a cult of the company around its founder has been proven to be a much stronger approach. Actual Desired Customers affiliation to Sustainability & Upcycling Customers affiliation to Ecoalf after repositioning POOL HUB

8 FOCUS: Organic Awareness Strategy Targeted Content Segmentation On-Demand Strategy General Improvements Our analysis on Ecoalf s SEO features for the U.S. market helped us highlight few issues: Ecoalf s Organic Search has improved by +54%, but the overall level of visits stays very low (444 in L30D). The Visibility Score, based on website s CTR, is 35% on the brand s top 100 keywords on Google SERPs. For approx. 5% of the queries, Ecoalf s presence on those SERPs is inconsistent. Ecoalf appeared in queries like: que significa strength in english, used tires UK, backpack in spanish. Ecoalf would produce specific content based on its level of closeness to each group of customer and on their specific characteristics. Loyal Customers Content based on Ecoalf ecological initiatives as Upcycling the Ocean while keeping them updated on new products or editions. One-time Buyers, Eco Shoppers, and Fashion Enthusiasts Content that pushes the hottest products to attract and secure them as new customers. For limited editions or campaigns, keep separate clients from different markets: a U.S. campaign can have a different traction or success in Spain or Italy. Backlinks are mainly on initiatives as Upcycling the Ocean, Sybilla, not linking to actual products. To be consistent with the repositioning strategy, Ecoalf should also build links directed to their products. Ecoalf should also invest in building links to more trusted or reliable websites, as its current Referring Domain Power Score is in the region of Low-Low. DOMAIN SCORE REFERRING DOMAIN POWER SCORE TRUST SCORE

9 ANNEX: Digital Strategy Overview SEO PPC DISPLAY REMARKETING SOCIAL AWARENESS CONSIDERATION KW research and content development on: Hyped products. KW-related articles on blog (upcycling the Ocean, Sybilla, etc ). in order to match landing pages with AdWords Campaign not yet related to the sale of the products AdWords: Homepage or Blog as landing page GDN Blast CPM Ads on high visibility websites (Audience Ecofriendly & Contextual looking for items to purchase) Banners that link to own content (articles, posts) Banners to reinforce AdWords and posts (social/blog) First contact product promotion Sponsored photos and videos Social engagement videos Promoted posts/ads linked to blog posts PREFERENCE Interactive video on webpage, product specs and segment-targeted information CPL for subscription of website account Banners to boost sales/left carts conversion Expand: look-alike Video targeted to boost engagement PURCHASE Focus on product prices and discounts AdWords: Price and discount focused CPA on item sold Dynamic targeting for left baskets and discounts Micro-targeting on last minute promotions and coupons LOYALTY After sale information and post-purchase reinforcement to belong to a community Supporting existing community