Hauté Société Annamae Gilberti. Deanna Ginter. Abigail Hatt.

Lindsay Irwin. Ryan Murphy. Claire Ruby. Advertising Agency 344

Professor Shiery

TABLE OF CONTENTS OVERVIEW OF CLIENT & AUDIENCE .......................................................................... 5

HISTORY ............................................................................................................................. 5 MISSION STATEMENT ............................................................................................................. 5 SWOT ANALYSIS ................................................................................................................... 5 MAJOR COMPETITORS ............................................................................................................ 5 PREVIOUS ADS ..................................................................................................................... 6 MARKETING OBJECTIVES ......................................................................................................... 6 PRODUCT DESCRIPTION .......................................................................................................... 6 COMPETIVE ADVANTAGE ........................................................................................................ 6 TARGET MARKET ................................................................................................................... 6 SEGEMENTATION .................................................................................................................. 7

Consumer ..................................................................................................................................................... 7 Business ....................................................................................................................................................... 7

THE CREATIVE BRIEF ...................................................................................................... 9 THE OBJECTIVE ..................................................................................................................... 9 THE TARGET AUDIENCE ........................................................................................................... 9 THE OFFER ........................................................................................................................... 9

What do you offer? ........................................................................................................................................ 9 What does your audience think of it now? (Current position) ............................................................................ 9 What do you want them to think? (Reinforce or reposition) ............................................................................ 10 Why should they think this? (Features and benefits) ...................................................................................... 10

THE MESSAGE ...................................................................................................................... 10 THE TONE ........................................................................................................................... 10

What style, approach or tone will the campaign use? ..................................................................................... 10 How you say it and show it? ......................................................................................................................... 10

THE CALL TO ACTION ............................................................................................................ 11 What do you want the customer to do? ........................................................................................................ 11

THE BIG IDEA ............................................................................................................. 11 WHAT PROBLEM ARE YOU SOLVING? ......................................................................................... 11 WHAT SOLUTION DOES YOUR PRODUCT/SERVICE PROVIDE? ........................................................... 11 HOW ARE YOU CONNECTING WITH YOUR CUSTOMER ON AN EMOTIONAL LEVEL? ................................ 11 DESCRIPTIVE WORDS: ............................................................................................................ 11 WHAT IS THE BRAND IDENTITY? ............................................................................................... 12 WHAT ARE THE BENEFITS? ...................................................................................................... 12 COMPARISON ...................................................................................................................... 12 WHAT ARE THE ALTERNATIVES? ............................................................................................... 12 USE METAPHORS- OUR PRODUCT IS… ....................................................................................... 12 SLOGAN/TAGLINE IDEAS ........................................................................................................ 12

HEADLINES & SLOGANS ................................................................................................ 13 HEADLINES ......................................................................................................................... 13 SLOGAN ............................................................................................................................. 13 MEDIA OPTIONS ................................................................................................................... 13

PRINT ADS ................................................................................................................. 14 The Big Idea ........................................................................................................................ 14 The Visuals ......................................................................................................................... 14

Purpose of the visual ................................................................................................................................... 14 Chief focus of the visual ............................................................................................................................... 14 Visuals to be used ....................................................................................................................................... 14

PRINT: BILLBOARD ................................................................................................................ 15 PRINT AD: BRAND AMBASSADORS ........................................................................................... 16

RADIO/VIDEO AD ........................................................................................................ 19 THE BIG IDEA ....................................................................................................................... 19

What problem are you solving? .................................................................................................................... 19 What solution does your product/service provide? ........................................................................................ 19 How are you connecting with your customer on an emotional level? .............................................................. 19 Elements .................................................................................................................................................... 20

DIGITAL MEDIA .......................................................................................................... 21 WEBSITE ............................................................................................................................ 21

Landing page .............................................................................................................................................. 21 SEO ............................................................................................................................................................ 21 Key Words .................................................................................................................................................. 21

SOCIAL MEDIA ..................................................................................................................... 22 Facebook .................................................................................................................................................... 22 Twitter ....................................................................................................................................................... 22 Instagram ................................................................................................................................................... 22 Pinterest ..................................................................................................................................................... 22 Blogs .......................................................................................................................................................... 22 YouTube ..................................................................................................................................................... 22 Tumblr ....................................................................................................................................................... 23 Subject Line ................................................................................................................................................ 23

MEDIA PLANNING ....................................................................................................... 24 MAGAZINES ........................................................................................................................ 24 RADIO ............................................................................................................................... 24 TV .................................................................................................................................... 24 BILLBOARD ......................................................................................................................... 24 DIGITAL ............................................................................................................................. 24 OTHER ............................................................................................................................... 24

OVERVIEW OF CLIENT & AUDIENCE

HISTORY “Around the turn of this millennium, Mr. Drexler, known as Mickey, presciently intuited a groundswell of consumer yearning for traditional American dry goods and bought the rights to, though not the physical remains of, Madewell, a brave little work wear manufacturer in New Bedford, Mass., that opened in 1937 and closed in 1989, bookended by economic bad times. He then superimposed its true-blue, ye olde time-y logo on a line that might be described as Skipper to J. Crew’s Barbie.” (Jacobs, Alexandria. NY times) He reopened the store in 2006.

MISSION STATEMENT Madewell is for denim lovers—basically anyone who appreciates timeless designs that put you at ease.” Joyce Lee, Head of Design

SWOT ANALYSIS

Strength: High quality products, currently one of the most promising young brands in mass market fashion.

Weaknesses: Low brand recognition, small marketing campaigns

Opportunities: New campaigns, appealing J. Crew market, growth on west coast

Threats: Other well-established brands such as their competitors who have better brand recognition and competitive prices.

MAJOR COMPETITORS

PREVIOUS ADS

MARKETING OBJECTIVES Appeal to young women with high quality denim and complimenting pieces.

PRODUCT DESCRIPTION Madewell is for denim lovers, not only focusing on denim, but all things that compliment denim. Supplying both basics, and style necessities for active, young, and trendy women.

COMPETIVE ADVANTAGE Madewell prides itself on how all clothing is in fact MADE-WELL. Brand personality: Crew’s cool sister label inspired by cool, classic Americana.

TARGET MARKET

WHAT ARE THE BASIC NEEDS SERVED? The basic need being met is Esteem; purchasing products from Madewell can lead to higher self-confidence and respect. This fulfilled need can then lead to Self-Actualization, which, after mastering all previous needs, takes place when a person reaches his or her full potential.

WHAT IS THE MOTIVATING PASSION? The motivating passion is to live life in high-quality and trendy clothing, while remaining loyal to an exclusive brand.

WHAT IS THE CUSTOMER’S PERCEPTION OF THE PRODUCT? The position of Madewell is a company that sells quality denim and other fashionable products at a higher price, but with a lesser-known brand.

SEGEMENTATION

Consumer

GEOGRAPHIC Mainly east coast as well as select California locations

DEMOGRAPHICS: ● Women ages 20-35 ● Educated with a bachelors degree or higher ● Working in a creative career field ● Moderate income

PSYCHOGRAPHICS: Women ages 20-35 that are the daughters, and young hip moms of J. Crew that can afford the higher price point for the quality provided by Madewell. Daughters of families that are well off or comfortable financially. All stores are located primarily in malls that are considered high-end, so in turn most customers will be from wealthier areas. The young women living Madewell see their style as a creative outlet.

BEHAVIORS ● Strong brand loyalty ● Shop for only a couple items at a time

Business

GEOGRAPHIC: Madewell locations are currently only located within the United States but with further brand recognition Madewell plans to open stores internationally. Madewell stores are located particularly in more populated and higher income communities. Most stores are primarily in California in areas such as Mission Viejo, San Diego, Los Angeles, etc. Although there are stores in other states, there aren’t as many.

BUSINESS DESCRIPTION

Madewell is a high-end specialty retail store in the fashion industry, which sells quality clothing to young women. The fashion industry itself is one that is highly competitive and evolving. Madewell is a one-stop shop that provides long lasting, simplistic, trendy, and timeless pieces to complete every woman’s wardrobe. Madewell places an emphasis on denim but also offers tops, shoes, bags, and accessories. Madewell essentially invokes the importance of clothing in a woman’s life and strives to be the “go to shop” for wardrobe necessities. The size of Madewell stores is relatively average. It is much smaller than large department stores yet allows entrance for many customers. It is comparable to the size of an average store in a shopping mall. Madewell operates under the J. Crew Company and produces its products through international factories located in both China and Hong Kong.

BEHAVIORAL/OPERATING PRACTICES Madewell sells its products both in stores, catalogs, and online. Items are priced at a higher cost, targeting women with relatively higher income. The point of sale system conducts operations and stores make valuable use of current technology. Most advertising is done via social media such as Facebook, Instagram, Emails, Twitter, etc. which all communicate a consistent brand message.

CULTURE/PERSONALITY Madewell is directed towards affluent, educated, professional, and fashion conscious women. (Specifically, the younger generation of J. Crew shoppers). Simultaneously tomboy yet fashionable, a well put together look for a young woman on the go. Madewell presents a trendy, timeless tone in which women wear Madewell brand clothing during everyday life events.

ORGANIZATIONAL GOALS The goals of the organization include brand recognition and customer loyalty. With this achievement Madewell will be able to expand as well as increase foot traffic.

THE CREATIVE BRIEF

THE OBJECTIVE Make Madewell brand recognizable to its target audience to increase clientele. With increased clientele we will increase brand loyalty.

THE TARGET AUDIENCE

• Women ages 20-35 • Educated with a bachelor's degree or higher • Working in a creative career field • Moderate income • Women ages 20-35 that are the daughters, and young hip

moms of J. Crew that can afford the higher price point for the quality provided by Madewell.

• Daughters of families that are well off or comfortable financially.

• All stores are located primarily in malls that are considered high-end, so in turn most customers will be from wealthier areas.

• The young women living Madewell see their style as a creative outlet.

THE OFFER

What do you offer? Madewell specializes in the perfect pair of jeans and everything you need to go along with them. From the classic brown shoe to the perfect black leather tote. Not to mention the countless collared and silk shirt options that you can pair with one of Madewell’s five different jean styles. All Madewell products are made with high quality material that is guaranteed to last.

What does your audience think of it now? (Current position) Madewell’s audience views the store as an essential place to find classic pieces that still provides the quality similar to that of J. Crew but is directed more towards a younger crowd. Consumers come to Madewell stores for great service, great clothing, and specifically, great jeans. Some audiences may hold the

perspective that Madewell’s product is overpriced for something so simple - but that is what Madewell is known for, their perfect simplicity on the classics everyone needs. Madewell is able to provide its audience with the basic necessities of a wardrobe as well as more fashionable pieces.

What do you want them to think? (Reinforce or reposition) Madewell wants the audience to reinforce their view of Madewell, but also broaden it to show that Madewell is more than just great jeans. Madewell hopes to stray away from the fact that their items are seen as overpriced and encourage the fact that the items are higher quality.

Why should they think this? (Features and benefits) Audiences should think this because quality is etched into the name of J. Crew and has carried on to the name of Madewell; literally it is in the name.

THE MESSAGE Everything is Made Well The LIVE-WELL campaign More Than Denim

THE TONE

What style, approach or tone will the campaign use? The campaign will target young women in their 20/30’s and will use a Parisian, trendy, vintage, and timeless tone. It will touch into the emotions and events of everyday life and invoke the importance of clothing in a woman’s life.

How you say it and show it? Because our target market is highly involved on social media websites such as Pinterest and apps like Instagram, much of our campaign will be done through social media. Word of mouth will also play a role in advertising the brand as well as commercials. We also believe young celebrities who are representative of Madewell’s target market could increase clientele through promoting the brand’s product or advocating for the brand in general.

MORE THAN

DENIM

THE CALL TO ACTION

What do you want the customer to do? Our objective is to create brand loyal customers who are impressed with the standard of the clothing and the timeless style, which will essentially keep customers coming back for more. Madewell’s main goal is also to expand clientele. We want to impress our customers in hopes that they will bring/tell their friends about the store. We hope, as Madewell’s Advertising Agency, to not only gain more clients for the company, but to make Madewell THE store for every-young, independent, and stylish woman. This will essentially be the store that our target market will go

THE BIG IDEA

WHAT PROBLEM ARE YOU SOLVING? Not enough stores provide the one-stop shop experience where both Jeans and everyday staples can be purchased. Many women lack quality basic necessities in their closet, so Madewell provides that and more. WHAT SOLUTION DOES YOUR PRODUCT/SERVICE PROVIDE? Madewell stores help women find the perfect pair of jeans in addition to the basic necessities of every woman’s closet. Its styles are simplistic so they can easily be paired with other items of clothing to create an effortless, classic, and trendy look. Madewell clothing also possesses a versatility that allows its customers to either dress up or dress down the wide selection of products. HOW ARE YOU CONNECTING WITH YOUR CUSTOMER ON AN EMOTIONAL LEVEL? Shopping at Madewell saves both time and money that would be spent on other products that don’t have as long of a lifespan. Madewell’s products are guaranteed to last, and that quality proves itself to be worth the price consumer’s pay. When women purchase a Madewell product, they are investing their money into a classic brand and lifestyle. Madewell provides quality and trendy products that then lead to comfort and confidence within the customer.

DESCRIPTIVE WORDS: ● Quality ● Style ● Timeless ● Comfort ● Confident ● Dependable ● Effortless

● Versatile ● Trustworthy ● Trendy ● Classy ● Necessities ● Basics ● Simplicity

● Lifestyle ● Minimal ● Classic ● Chic ● Everyday style

WHAT IS THE BRAND IDENTITY? ● The one-stop shop for the chic minimalist ● Simplistic clothing designed to be long-lasting ● Both classy and casual ● Versatile clothing that creates a trendy and effortless look.

WHAT ARE THE BENEFITS? ● Quality ● Value ● Style ● Comfort ● Confidence

● Long-lasting ● Durable ● Dependable ● Trendy ● Versatile ● Status

COMPARISON ● Guess ● Levi’s ● True Religion ● Lucky

WHAT ARE THE ALTERNATIVES? ● Purchasing low-quality products that

don’t fit well and don’t last ● Shopping at multiple stores to try to find

the right pair of jeans in addition to complimentary pieces

USE METAPHORS- OUR PRODUCT IS… ● Madewell is that feeling you get when

your jeans fit just right. ● Madewell is your favorite pair of jeans.

SLOGAN/TAGLINE IDEAS ● “Dress well. Live well. Madewell.”

HEADLINES & SLOGANS

HEADLINES Everyday Madewell Your quality one stop shop Trends that last A lifestyle MADE WELL Timeless Threads

SLOGAN Dress Well. Live Well. Made Well.

MEDIA OPTIONS • Local Instagram accounts

o Employees provide content o Ex. Madewell LA, Madewell OC, Madewell NYC, etc.…

• Celebrity Brand Ambassadors

o Have them post photos in Madewell clothes and promote the brand.

o Blake lively o Jessica Alba o Lauren Conrad o Emma Stone

o Emma Roberts o Emma Watson o Hillary Duff o Leighton Meister o Anne Hathaway

• Use Fashion Blogs to promote the brand • Magazine Print adds • Short TV commercial (Based on Lifestyle)

������������ ������������

�����

������������� !

�����

�������

�������

PRINT ADS

The Big Idea Madewell is the one stop shop for those looking for quality and timeless clothing. Madewell’s products are guaranteed to last, and that quality proves itself to be worth the price consumer’s pay. When women purchase a Madewell product, they are investing their money into a classic brand and lifestyle. Madewell provides quality and trendy products that lead to both comfort and confidence within the customer.

The Visuals

Purpose of the visual Increase brand awareness and foot traffic. Engage with current customers and have them thinking about the brand. Eye catching. Both new and current consumers should act after being exposed to the ad (go into stores or think about product promoted in print ad).

Chief focus of the visual More than denim. We are your reliable denim shop but we want the customers or target audience to know we have all the timeless compliments for the perfect jeans. We want to present a product or item that can be used/worn in multiple ways and portray the versatility our products have in a woman’s everyday life.

Visuals to be used ● Billboard Idea:

● Divided into three categories ● Dress well- Full Madewell outfit (Model) ● Live well - Doing something outdoorsy. Riding a bike, at the beach, etc.… ● Madewell- Girl putting on the perfect pair of pants. ● At the bottom Everyday Madewell.

● Magazine Idea: ● “The Feeling of the Fit” ● Girl putting on perfect pair of pants and her excitement. ● More than just pants, “Quality one stop shop”

● Magazine Idea Part 2: ● Brand ambassador for Madewell ● EX: Emma Watson for Madewell - London (location)

● Anne Hathaway for Madewell - New York ● Just a picture of her in Madewell outfit with simple font. ● This could be a potential campaign.

PRINT: BILLBOARD

Headline: Dress well. Live well. Madewell. Subhead: Mission Viejo / South Coast Plaza / MADEWELL.COM Slogan: Used as headline Logo: Incorporated in slogan/headline

PRINT AD: BRAND AMBASSADORS

COPYWRITING Elle Magazine Headline: Stay Lively with Madewell Logo: Worked in headline

S T A Y

L I V E L Y

W I TH

Dress well. Live well. Madewell.

COPYWRITING Elle Magazine Headline: Blake Lively for Madewell Slogan: Dress well. Live well. Madewell. Logo: Worked in headline

COPYWRITING Headline: Anne Hathaway for Madewell (Print font and Madewell logo) Slogan: Dress well. Live well. Madewell. Logo: Worked in headline Dress well. Live well. Madewell.

Dress well. Live well. Madewell.

COPYWRITING Headline: Emma Watson for Madewell (Print font and Madewell logo) Slogan: Dress well. Live well. Madewell. Logo: Worked in headline

RADIO/VIDEO AD

THE BIG IDEA

What problem are you solving? Not enough stores provide the one-stop shop experience where both Jeans and everyday staples can be purchased. Many women lack quality basic necessities in their closet, so Madewell provides that and more.

What solution does your product/service provide? Madewell stores help women find the perfect pair of jeans in addition to the basic necessities of every woman’s closet. Its styles are simplistic so they can easily be paired with other items of clothing to create an effortless, classic, and trendy look. Madewell clothing also possesses a versatility that allows its customers to either dress up or dress down the wide selection of products.

How are you connecting with your customer on an emotional level? Shopping at Madewell saves both time and money that would be spent on other products that don’t have as long of a lifespan. Madewell’s products are guaranteed to last, and that quality proves itself to be worth the price consumer’s pay. When women purchase a Madewell product, they are investing their money into a classic brand and lifestyle. Madewell provides quality and trendy products that then lead to comfort and confidence within the customer. RADIO AD Slogan – Dress Well. Live Well. Madewell. Script: V/O – Technique: Girls voice on the phone, Authoritative women’s voice Girl #1: “Hey I wanted to go shopping today what are your plans” Girl#2: “Yeah I really wanted to stop by the new Madewell in (Add new Madewell Store) mall” Girl #1: “What is Madewell?” Girl#2: “It’s this really cute one stop shop, I usually get my jeans there, but they have the cutest tops too” Girl#1: “Yeah I’m in!” New Women’s voice: “Dress well. Live well. Madewell.” “More than Just Denim”

VIDEO AD

Elements Slogan Dress Well. Live Well. Madewell / More than Denim Music Instrumental background music

Ex. Ingrid Michelson Model: Young workingwoman about the age of 24. Blonde short hair very trendy. Petite build, very natural, and appeals to our target audience Script – V/O/: No actual talking. Words coming in with the scene: Dress Well Live Well Madewell Everyday Madewell Visuals: Urban Setting Girl walking to work in a pair of oxford blue jeans and a white collared shirt, with a bag, and sunglasses. (ALL MADEWELL) Scene changes riding a bike Live Well Girl riding bike to local trendy coffee shop to meet friends in the same pants, soft shirt casual, sandals, and Madewell brimmed hat. Meeting a friend. Scene changes to girl outside Madewell Madewell Girl goes into Madewell and heads to the denim bar and picks up a pair of pants zooms in on pants label with the Madewell logo and then everyday fades in above it.

DIGITAL MEDIA

WEBSITE

Website is laid out well. It is simplistic and easy to navigate. There are many visuals and images of products. Is categorized according to shopping needs and presents current styles and trends through latest catalogs. The main page contains content promoting new arrivals and trends that are in season. There are also links that direct users to other Madewell social media sites. For additional information regarding the company or careers, there are also link located at the bottom of the site.

Landing page Home page has new interactive buttons for viewing spring closet and catalog. Home page lays out Madewell style and purpose.

SEO SEOing is a key component for Madewell to differentiate themselves amongst other retailers. This will pull them up higher through Google Analytics adding traffic to the site.

Key Words Women's jeans, shoes, bags, tees, dresses, leather, denim, jewelry, shop, overalls, sandals, blog, sale, live, dress, style, wardrobe

SOCIAL MEDIA

Facebook Madewell’s Facebook displays products, store locations, and advice for women to live well. The page is also informative on upcoming events and any new arrivals or promotions. Madewell’s Facebook page is highly interactive, allowing users to like and comment on recent posts.

Twitter Madewell’s Twitter shares similar content posted on their Facebook page. Their Twitter consists of posts including photos of models, updates, hashtags, and tagging other users. The account is simplistic and reflective of their website.

Instagram Madewell’s Instagram account contains content of their products, everyday Madewell advice, homes, food, and travel locations. Madewell account “followers” are allowed to like posts as well as comment. Additionally, links are set up to direct consumers to the Madewell website if viewers want to make a purchase advertised on the account. Posts are typically uploaded on a daily basis.

Pinterest The Madewell Pinterest page has over 40 different pin boards divided into categories such as seasons, years, denim, swimwear, and travel. Each board contains roughly 10-30 pins. Madewell is also able to “repin” other photos relative or in support of the Madewell brand

Blogs The Madewell blog is titled “Madewell Musings”. Their blog site also contains links supporting their other forms of social media such as Twitter, Facebook, Pinterest, YouTube, etc. Posts are consistently uploaded a minimum of once a week or two. To navigate through the blog users can click a hashtag listed under a particular category or simply scroll through the order of posts already presented. Each blog posts contains a photo and a brief paragraph containing content of the blog post.

YouTube Madewell has a YouTube account but it is not currently active. It has a low number of subscribers and contains less than 40 uploaded videos. Videos generally contain content of women wearing Madewell clothing and participating in everyday life events and activities. The most recent video was last uploaded 7 months ago.

Tumblr Madewell’s Tumblr blog is extremely simplistic, easy to navigate, and contains only photos which are also found on their other social media websites and platforms. There are also links, which direct users to any of their other social media sites. For users who have Tumblr accounts, there is the option to follow the Madewell Tumblr page. THE OFFER New arrivals, sales, advice, promotions

Subject Line Some of Madewell’s e-mails include the following subject lines: “How to dress for a music fest”, “You complete me”, “Change your stripes”, “New arrivals dropping today”, “All embroidered everything”.

MEDIA PLANNING

MAGAZINES Print ads are to be displayed in fashion magazines such as: Elle, Teen Vogue, Fashion, Marie Claire, In Style, etc. The frequency of these ads is dependent upon the magazine.

RADIO Our radio script ad will be broadcasted on multiple radio stations such as Kiss FM, My FM, Amp Radio, and other stations that air popular hit songs, pop, alternative, hip hop, etc. These radio stations target a younger audience, which is suitable for Madewell target market as well.

TV Commercial will run on channels that target our target audience. Such as E!, ABC, NBC, etc.… This will give us brand awareness and brief overview of what Madewell is about.

BILLBOARD The Billboard ad will be in within 20 miles of selected malls with Madewell stores in them. Ads will be displayed on billboards in more popular locations such as busy side streets, freeways, and populated cities.

DIGITAL Social Media will be our primary digital tactic, utilizing platforms including the local instagram accounts (Madewell OC, Madewell LA, Madewell NYC, Madewell London, etc.…)

OTHER We will use key words and SEOing to promote ads on social media based on frequent searches by the individual user.