Capstone Thesis Project
Antwoine Gant
Full Sail University

Abstract
Lavish Living Club is a subsidiary street-wear brand of Prassumo Clothing Co., that offers Hip-
Hop connoisseurs a sophisticated alternative to express themselves through fashion, music, and
art. This Capstone Project will focus on increasing consumer sales and engagement efforts via
social media platforms, such as; Snapchat, Facebook, and Instagram. The initiatives will rebrand
the line to showcase all things “lavish”, in a movement that will raise awareness to the young,
urban youth of today’s society. Placing exclusive products on A-list Rap artists will inspire
consumers to join the lifestyle by supporting the brand. These tactics will excite the street-wear
community through our digital content, that will be strategically distributed, in order to maintain
customer’s interest.

Capstone Thesis Project
Introduction
The purpose of this paper is to analyze several different methods needed to market to
Lavish Living Club’s target audience strategically, in order to raise brand awareness and
consumer engagement via social media. The study focuses on customer behavior habits,
interests, main target market, and the social media platforms utilized within the Hip-Hop
communities abroad. Pending the results of the study, Lavish Living Club will be able to properly
market its products and services to the general public.
Thesis Statement
This Capstone Project studies social media marketing strategies for Lavish Living Club, in
order to determine its impact by measuring the number of daily likes on Facebook and
Instagram, and daily view counts on Snapchat.
Situation Analysis
Company Overview and Current State
The brand Lavish Living Club was birthed by its parent company, Prassumo Clothing Co., a
few years ago, in order to offer consumers a more sophisticated styling choice that differs from the
usual street-wear brand. L.L.C. also showcases exclusive music from up-and–coming artists that
compliments the brand’s persona. Michael “Tree” McClain, the founder of Prassumo Clothing Co.,
relocated Lavish Living Club headquarters from Honolulu, Hawaii to Los Angeles, California in 2013.
Michael requested PR services in order to increase brand awareness and create consumer
engagement amongst the Lavish Living Club brand via a social media campaign. Utilizing Facebook,
Instagram, and Snapchat, digital content will drive the brand on each platform successfully, as well as,
resonate with the brands’ fan base for increased engagement on each new post (Deleon, 2015).

Lavish Living Club caters mostly to the Hip Hop/Urban individuals who express pride and
concern within their community and it’s well-being. Currently, the brand has not been solidified by a
mass group of consumers as an upcoming street-wear brand amongst the company’s main target
audience. Most recent customers have been in the same age bracket as the operators of the company.
This is due to the brands’ design choices in the past, and their decision to use traditional PR strategies
to market the brand
The lines of communications currently used by the company are marketing to highly
populated social media channels that have dominated the industry for the past 10 or more years
(Hainla, 2016). The brand also strategizes guerilla marketing tactics to reach many consumers
within their local community, by distributing posters, vinyl stickers, and flyers. Lavish Living
Club’s reputation in Los Angeles is a brand that showcases everything Hip Hop with unique
social events, online campaigns, and humanitarian sponsorships. Recently, Lavish Living Club
purchased social media followers and likes from Boostgram.com, in order to increase the brands’
popularity amongst users on social media platforms such as Facebook and Instagram.
The main message that’s being distributed to the public is “lavish living, for the average
citizen”, which has been gaining curiosity and interest amongst consumers. By portraying this
message, we are creating a mysterious and intriguing invite, that’s grasping the attention of other
people who may not already be familiar of the brand. The average, everyday consumer will now
have the opportunity to join a “club” that’s tailored specifically for their desired lifestyle. This
will help direct more traffic to the brand’s website and online store, which will result in more
sales.
According to Maslow’s Hierarchy of Needs, Lavish Living Club’s message fulfills the
self-actualization need that’s required for humans to grow personally, by showing consumers

that they have been purchasing products that doesn’t’ resonates their personal style from other
street-wear brands alike (Wright, 2016).
The social media campaign plan is to create intriguing digital content to distribute to the
brand’s social media channels, in order to gain more popularity, consumer engagement, and
mentions about the company and its products and services. Lavish Living Club’s owner is
completely committed to the strategy, and have provided myself with the necessary tools and
resources needed to complete the campaign successfully. This campaign will definitely take the
company to new heights, as well as, grasps the much-needed attention from the youth that they
have attempted to reach. I will measure the success of our efforts in this campaign by utilizing
Google Analytics, and manually calculating the amount of followers, likes, and comments per
day on Instagram.
SWOT Analysis

Lavish Living Club are known to release retro/original designs on high-quality material
that’s affordable for the average, everyday citizen. This project shall ensure that the company
takes heed of consumer criticism and feedback, in order to continue to release great products.
The lack of digital content, millennial appeal, and financial resources are very detrimental
components that hovers the brand daily. If they’re not able to find solutions to these issues, then
these weaknesses will end up being the demise of the brand. This project will help remove these
weaknesses from the brand’s anatomy with the increase of proper marketing and promotion.
Just like any other clothing brand, the opportunities to success are endless. The main
three that motivates the brand to continue are; an increase in exposure within the industry, a
better ROI, and create beneficial partnerships with other brands and distributors. The more the
general public mentions and notices L.L.C., the more likely these opportunities will become
available (Contributor, 2013).
Upcoming brands that also want to be the next trendsetter in street-wear fashion are
always the main threat to any growing brand. New lines with good designs could easily take the
spotlight off an existing brand, and direct it towards their path. Other threat factors include; Not
having enough consistent sales for future production, and the lack of interest from customers.
This capstone will ensure that the brand takes the proper steps to create pieces that are easily
marketable and wanted amongst the general publics.
Competitive Analysis
The most successful mogul and company currently in the street-wear industry is Pharrell
Williams, the CEO and founder of Billionaire Boys Club/Ice Cream brand, have been
dominating the scene since 2005 (Woolf, 2013). He’s been able to create partnerships with

several other industry leaders in the music and television industry since he’s began. This has
helped his line to catapult to the top of the street-wear food-chain.
Their leading products include; T-shirts, hoodies, denim pants, shorts, and jackets.
BBC/Ice Cream also produces and sells several accessories that compliments the urban-styled
clothing with hat pins, socks, stickers, and hats.
This capstone projects will prove that my client has today’s best designs and quality of
clothing, marketed at a much cheaper price than that of the competition. Also, L.L.C. will gain
more loyal customers than that of the competition once they find out Lavish Living Club’s
previous contributions towards the Hip Hop culture as a whole (Prassumo, 2015).
Problem Statement
The lack of appealing to consumer’s interests and concerns will ultimately become the
demise of the Lavish Living Club’s progression and popularity. Without gaining the necessary
knowledge needed to engage their target audience effectively, they will not be able to produce
digital content that will keep the customers’ attention of the brand’s activities, products, or
services.
Target Market and Buyer Persona
Target Market
L.L.C.’s primary target audience includes urban youth and adults between the ages of 13
– 23 years old, that attend grade school or college, with an average annual income between $15 -
$25k. Most of the consumers live in urban areas throughout major cities located in the U.S, with
a High School Diploma or GED equivalent, college educated, and males and females that are
single or married.

Our customers value exclusivity amongst designs, fabrics, and styling choices. The
market grows with the transition of trends through the different seasons of fashion. Lavish
Living club also provides its consumers with high quality products and services at an affordable
price.
According to Prezi.com, street-wear fans usually work in the fashion, music, art, sports,
media, and marketing industries, and use street-wear clothing to express their creativity (Brown,
2014). They listen to hip-hop, electronic, rap, and alternative music, and usually reside in the
metropolitan area of their cities.
Currently, Lavish Living Club appeals only to half of its target market ranging between
the ages of 18 – 25 years old. There’s a huge void to fill when engaging the younger urban
youth, since they share different interests and concerns.
Buyer Persona
James is 23, a recent college graduate, who works as an A&R rep assistant, with an
income of 24k a year. He DJ’s on his spare time, and enjoys reggae, hip-hop, and alternative
music. He only wears street-wear styled clothing on his leisure, and wears contemporary street
wear clothing at the office and events. He’s single, and enjoys spending time with his friends
while they visit different concerts, open mics, and venues.

Freshlylanded.com, Retrieved from Pinterest.com
Secondary Research
What Resonates with Our Target Audience? – There are currently about 80 million
Millennials in the U.S. alone, according to Caroline McCloskey of Gabriel Marketing
(McCloskey, 2016). These consumers relate to the uprising of the digital age, and its impact on
today’s society, which makes them inclined to draw to innovate ideas, products, and services.
Creating digital content that expresses innovative ideas will attract Millennials to the Lavish
Living Club brand.
Social Media Habits – For most millennials, social media is the only way for them to
receive the latest news and trends worldwide, so many of them spend majority of their time on
these social media platforms. According to the American Press Institute, 88% of millennials get
their news from Facebook (American Press, 2015).

Trends in The Streetwear Industry – The latest trends of 2016 in the streetwear industry
has definitely shifted from the bright-colored pieces that dominated the scene for years. This
year, most brands are focusing on bomber jackets, overalls, and overdone denim (Deshield,
2016).
The Ways Consumers Communicate – Most of the consumers that purchase Lavish Living Club
products or services mostly communicate with the brand via mobile device. With their cellular
device being their main tool, and tablet being the alternative.

Primary Research Design
In researching the effectiveness of online surveys for urban women and men between the
ages of 18-22 years old, SurveyMonkey.com primary research should be conducted using this
medium. SurveyMonkey.com research demonstrates the behaviors and past purchasing habits of
the street wear industry target market. It creates questions about other successful street wear
brands that they have supported in the past, in order to see what trends will resonate with
consumers in the future.
I have chosen several questions to help Lavish Living Club better understand their target
market, and how to market their products to them appropriately. Questions include;
1. What is your age?
2. How often do you shop for urban/street wear apparel?
3. When purchasing Urban/Street wear clothing what do you look for specifically?
4. Which fabrics are most comfortable to you?
5. Where do you normally shop for you Urban/Street wear clothing?
6. Do you like to match brands, or mix it up?
7. Will you be likely to follow this trend for years to come?
8. According to you, how much did you spend on street wear clothing this year so far?
9. On average, how often do you purchase Urban/Street wear clothing online?
10. What are your interest and hobbies?
Primary Research Findings
Introduction

Every street-wear clothing brand existing in today’s digital world has to guarantee a
strong reputation via social media platforms, in order to survive in a competitive industry. Most
brands gain popularity by producing and distributing engaging, high-quality digital content that
resonates with their target audience.
With streetwear grossing over $75 billion in revenue in 2013, the amount of digital
content and sales for those brands continues to rise today (WeConnectFashion.com, 2016).
Lavish Living Club, a Prassumo Clothing Co., needs to ensure their significance within the
industry by gaining a positive and successful relationships amongst the public. They will be
successful by conducting surveys that will provide them with the necessary infographics, in order
to produce content that resonates with the company’s target audience.
Method
In a recent survey conducted at The Bank Sale street-wear clothing expo in Los Angeles,
CA., Men and Women attendees were asked to fill out questions that related to the brand and
streetwear’s latest trends. Whenever a consumer stopped by the booth where Lavish Living
Club was located in the venue, staff asked customers to fill out a 10 question survey about
interests within the industry while they completed their transactions.
Upon asking consumer to participate in the study, many were hesitant to take the time out
to do it. It took the staff to make the survey interesting by letting the consumers know that
they will be utilized to create better products for them specifically. Many consumers found
this exciting, since it showed that the company cared about each individual’s personal
interests and concerns.
Once the expo came to an end, L.L.C. staff were able to conclude several interests and
concerns that consumers recorded. In total, there were approximately 32 respondents that

cooperated, ranging from ages 14 – 45 years old. They were also able to conclude that 88% of
consumers shopped for their favorite street-wear brands at several shop located inside of their
local shopping mall. The brand also concluded that 92% of consumers enjoyed listening to
Hip-Hop music overall. Paragraph 2: Procedure. How was the primary research conducted?
How many respondents did you have? What happened in the course of the primary research?
Results
Upon completion of all of the consumer findings, the company was able to conclude that
89% of their target audience makes street-wear purchases at least 3 times a month,
specifically looking for rare and innovative designs never before seen. On average, 67% of
consumers purchase their products via online stores. The other 33% preferred to shop out in
the public. On average, many spent about $200 on street wear clothing every month, in order
to keep their wardrobe intact. They also asked people which social media platforms do they
mostly utilize on a daily basis. 15% said Twitter; 28% said Facebook; 7% said Snapchat; 32%
said Pinterest; and 18% said Instagram.

Conclusion

Now that Lavish Living Club possess this imperative information, they will create digital
content and engaging conversations, in order to deliver the needs and wants of their target
audience strategically. The next step is to create an app that LLC customers could download
in order to make purchasing and engagement more simple. In 3 months, after the summer
season is over, Lavish Living Club will conduct another survey that’s tailored for the
Fall/Winter seasons via social media. The company will continue these surveys each season,
in order to produce products, services, and content that the consumer could resonate with
continually.
Lavish Living Club is the street-wear brand that showcases the Hip-Hop art-form in all
aspects. The goal of this project is to produce high-quality, digital content that engages their
audience, in order to receive a better ROI and brand popularity amongst social media
platforms. The claim that street-wear is becoming “over-saturated” is very true, and Lavish
Living Club is one of the brands that have stayed true and original, while being innovative
around today. The brand will continue to provide the publics with unique designs, as well as,
stay ahead of the competition by being more engaging online.

References
Brown, Lauren. (2014). Streetwear Market Research. Retrieved from https://prezi.com/8gxud-
bxfw-i/streetwear-market-research/
Collins, Taryn. (2015). Social Selling and Building Brand Awareness with Snapchat. Retrieved
from https://www.acquia.com/blog/social-selling-and-building-brand-awareness-snapchat
Contributor. (2013). How to Survive as a Streetwear Brand. Retrieved from
http://www.highsnobiety.com/2013/08/29/how-to-survive-as-a-streetwear-brand/
Cortado, Rhea. (2015). Spring 2016 Men’s and Women’s Apparel Trends. Retrieved from
http://business.transworld.net/features/spring-2016-mens-and-womens-apparel-
trends/#szc24xbblcHRteE1.97
Deleon, Jian. (2013). 15 Awesome Big Cartel Shops. Retrieved from
http://www.complex.com/style/2013/03/15-awesome-big-cartel-shops/
Deleon, Jian. (2015). How Stussy Became a $50 Million Global Streetwear Brand Without
Selling Out. Retrieved from http://www.businessoffashion.com/articles/intelligence/how-
stussy-became-a-50-million-global-streetwear-brand-without-selling-out
Deleon, Jian. (2016). 9 Streetwear Brands Menswear Dudes Love. Retrieved from
http://fashionista.com/2016/01/streetwear-brands-guide
DeShield, Perrine. (2016). 2016 Streetwear Trends That Will Keep You Fresh. Retrieved from
http://throne.xyz/2016/01/2016-streetwear-trends-that-will-keep-you-fresh/
Diss, Sam. (2015). Streetwear’s Most Stylish Instagram Accounts. Retrieved from
http://www.fashionbeans.com/2015/streetwears-most-stylish-instagram-accounts/

Hainla, Liis. (2016). Top 15 Most Popular Social Networking Sites (and 10 Apps!). Retrieved
from http://www.dreamgrow.com/top-15-most-popular-social-networking-sites/
James, Loz. (2014). How to Create a Buyer Persona? Retrieved from
https://www.contentchampion.com/how-to-create-a-buyer-persona/
Lau, Asron. (2013). Building a Streetwear Brand Through Social Media. Retrieved from
http://hypebeast.com/2013/4/how-to-make-a-brand-through-social-media
Lee, Mie –Yun. (2002). Conducting Surveys and Focus Groups. Retrieved from
https://www.entrepreneur.com/article/55680
March 16th, (2015). How Millennials Use Social Media. Retrieved from
https://www.americanpressinstitute.org/publications/reports/survey-research/millennials-
social-media/
Martin A, James. (2015). 11 Most Memorable Social Media Marketing Successes of 2015.
Retrieved by http://www.cio.com/article/2988313/social-networking/11-most-memorable-
social-media-marketing-successes-of-2015.html
McClain, Michael. (2015). Prassumo Clothing Company. Retrieved from
http://www.prassumo.com
McCloskey, Caroline. (2016). The Millennials Are Coming! 5 Ways to Attract Millennials to
Your Content Marketing. Retrieved from http://www.gabrielmarketing.com/2016/03/5-
ways-to-attract-millennials-with-content-marketing/
OPF. (2016). What’s In Style: Streetwear Trends For Summer 2016. Retrieved from
http://onpointfresh.com/whats-style-streetwear-trends-summer-2016/

Quirk, Justin. (2016). Streetwear Trends 2016 – Elevate Your Everyday Style with The Best
Streetwear Trends of 2016. Retrieved from
http://www.askmen.com/style/fashion_trends/streetwear-trends-2016.html
Reeve, Georgia. (2012). 10 Reasons Why High Fashion is Beating Streetwear at its Own Game.
Retrieved from http://www.highsnobiety.com/2012/09/25/10-reasons-why-high-fashion-is-
beating-streetwear-at-its-own-game/
Voxburner. (2015). New Research Provides Fresh Insights for Reaching and Engaging
Millennials. Retrieved from http://monitor.icef.com/2015/04/new-research-provides-fresh-
insights-for-reaching-and-engaging-millennials/
Williams, Pete. (2015). 5 of Our Favorite Instagram Accounts to Follow This Week. Retrieved
from http://www.highsnobiety.com/2015/11/12/best-instagram-accounts-streetwear/
Wong, Matthew. (2016). How to Wear Streetwear in Your Thirties. Retrieved from
http://novellamag.com/how-to-wear-streetwear-in-your-thirties/
Woolf, Jake. (2013). The 25 Most Powerful People in Streetwear. Retrieved from
http://www.complex.com/style/2013/01/the-25-most-powerful-people-in-streetwear/
Wright, Sarah. (2016). The 30-Second Briefing: What is Maslow’s Hierarchy of Needs?
Retrieved from https://www.tes.com/news/school-news/breaking-views/30-second-
briefing-what-maslows-hierarchy-needs.