Digital Marketing Presentation, City University, London - Fashion

1. Digital Marketing Short Course
Jibbii Wanwisa
Lenka Kovarikova
Ljubomir Vuckovski
Zuzana Taylor

2. Introductory You Tube Video
Lenka Kovarikova
Ljubomir Vuckovski
Zuzana Taylor
You Tube Video

3. Don’t follow the crowd!

4. Dare to be yourself

5. About Us
Who are we?
BE YOU is an online fashionable clothes retailer that cherishes
the creativity and identity of our customers. With BE YOU, you
can create your own personality through our customized
fashionable products where you can freely pick any preferred styles
of clothes, any colours, and any WHO you want to be.
Why do you shop with us?
BE YOU does not only provide you a wide range of high quality
fashionable clothes, we offer you an opportunity to step up and BE
YOURSELF by just following our three-simple steps:
1) PICK (a style)
2) CHOOSE (a colour) and
3) BE YOU
We sincerely hope that you will enjoy your experience at www.beyou.com
and our social media, and dare to step out of your comfort zone.
Cheers!

6. Demographics
15-24 years: 13%
male 4,198,579
female 4,024,261
25-54 years: 41.2%
male 13,192,240
female 12,761,989
Sub target group in the United Kingdom for 2011
20-24 years 4 297 000

7. Target Audience
• 18 – 24 male and female who are fashion
conscious
• Unique Selling Point USP: We are selling our
fashionable clothes in a creative way where a
customer can customize their own product
that can truly represent their identity

8. Marketing Plan
Product
Male/female fashion clothes that a customer can design their own product to
best suit their personality/identity
Price
Value pricing: with a little bit higher price tag, a customer will get like-no-other
clothes that ultimately represent themselves
Place
• The website: www.beyou.com
• Social Media Channels
• Be : You Blog
Promotion
• Through Marketing email campaigns
• Direct Marketing campaigns - Offers Flyers
• Social Media Channels - Facebook, Twitter, Instagram , Pinterest, You Tube
• Mobile Applications

9. Why Online Shopping?
shopping?
UK consumers have now broken the £1,000 a year spend
barrier on internet shopping. Internet shopping is now
more popular in the UK than any other major country,
and this is increasingly driven by use of mobile devices.
The share of shopping sessions (viewing, not necessarily
buying) increases on the weekends, reaching 10% on
weekends vs. 8.2% during the week. However, the peak
days for shopping on iPad are Wednesday and Sunday,
during which 11% of shopping sessions happened on the
device.

10. Why Social Media Strategy?
shopping?Following a study of 10,000 tweets, the report found that
Twitter is approximately 62% engagement and 38%
broadcast with brands mentioned more than both music
and celebrities with 3.6% of all tweets mentioning brands,
a staggering 12,600 tweets per minute!
75% of people are somewhat or highly likely to share
content they like online with friends, co-workers or family
– 49% do this at least weekly.
Source: Chadwick Martin Bailey Consumer Pulse 2010 (n=1504)

11. www.beyou.com

12. www.beyou.com

13. Social Media Channels

14. Facebook

15. Pinterest

16. Mobile Applications

17. Mobile Applications

18. Mobile Applications

19. Short -Term Action Plan ( 12 Weeks)
Tools 1 2 3 4 5 6 7 8 9 10 11 12
Create Awareness &
Interest
Create Action
(Purchase)
Create Loyalty
(Come Back & Tell
Others)
Website &
Mobile
Application
-Give info about the brand
& product
- Selling product
- Offer benefits if giving
email address and following
social media
- Offering benefits, such
as % discount
- Offering benefits for
royal customer, such as
get % discount for
every 3rd time
purchase,
recommending to
friend
Social Media,
such as
Facebook
Pinterest
Twitter
Instagram
- Give info about the brand
& product
- Offer benefits if click
“LIKE” or follow
- Proving information
about benefits being
offer on the website
- Proving information
about benefits being
offer on the website
Email - Sending newsletter about
product updates
- Proving information
about benefits being
offer on the website
- Proving information
about benefits being
offer on the website