AMB220

Campaign Analysis!

PRODUCT ANALYSIS

Product analysis
The ICONIC is Australias latest des-na-on for fashion
and footwear providing an Australian lens on global
trends. With more than 500 brands and 25,000 items
The ICONIC has the latest in mens and womens
fashion by providing a premium online shopping
experience with world class customer service (THE
ICONIC, 2014).
The ICONIC has a very solid and unique oering when it
comes to purchasing fashion items online. The website
has a user-friendly interface, with a fast,
comprehensive menu and intui-ve site search. Product
imagery is of high-quality with a built-in zoom feature
so customers can get a closer look at the product. The
ICONIC believes that a consumers shopping experience
should be eortless and enjoyable, to ensure this they
oer free express shipping for orders over $50 to major
ci-es across Australia (Phillips, 2014).

The market
The ICONIC has a number of key compe-tors including
boohoo, Glue Store, TOPSHOP and H&M, however its
biggest compe-tor is online retailer ASOS the market
leader in the fashion e-commerce sector. ASOS mainly
targets the young female consumer, whereas The ICONIC
caters to a broader audience across both mens and
womens fashion. The ICONIC doesnt drive on compe--ve
pricing, but they try to match all local prices to ensure they
gain the customers trust. The company also focuses on
crea-ng a strong online-community where customers can
discuss fashion and ask for style advice.
AYer analysing the Australian market, The ICONIC no-ced
that customers were purchasing fashion from interna-onal
players. In order to recognise this opportunity, The ICONIC
put together a retail experience that would aZract
Australian consumers by poten-ally driving them back to
local brands and designers. This is why The ICONIC stocks a
higher representa-on of Australian brands compared to
other retailers (Phillips, 2014).

TARGET AUDIENCE ANALYSIS

Target audience analysis

The target audience for The ICONIC are young, fashion-conscious
consumers aged between 16 and early 30s. The ICONIC caters
towards consumers who are most likely university students /
graduates with a disposable income and are s-ll living at home
with liZle / no rent to pay. These consumers are image-conscious
and have an obsession with looking their best whether they are in
the oce, gym or out for a casual lunch with friends. By oering
the latest trends to Australian consumers, along with a 3HR
delivery service to major ci-es, The ICONIC provides the ul-mate
convenient last-minute shopping service for the -mes when you
cant nd anything to wear and end up having the ul-mate
wardrobe-malfunc-on. The ICONIC has a strong media presence
across a number of social media channels, including Facebook,
YouTube, Instagram, Pinterest and TwiZer. These channels foster
the fashion-starving consumers, in recognising that social
networking is the second most popular online ac-vity globally
(Belch, 2012).

The Campaign

The ICONIC chose the Virgin Australia Melbourne Fashion Fes-val (VAMFF) 2014 to
launch UK high-street brand River Island onto its plaiorm. The runway show, starring
Australian supermodel Ajak Deng, was streamed live on The ICONIC website alongside
a shop-the-runway app that oered fans the chance to buy the clothing in real -me.
The launch of 3-hour delivery service for Melbourne-based customers of The ICONIC
was also u-lised appealing to the fast-fashion consumer, wan-ng aordable, trend-
based pieces from the UK. The runway showcased a range of styles, each organised
into ves trends: print clash, pastel youth, urban classic, tribal grunge and sports
monochrome.

Advertising strategy
analysis

Positioning map
High Quality

Low Price

High Price

Low Quality

The BIG idea

The BIG idea for The ICONIC x RIVER ISLAND collabora-on campaign was to
provide a unique selling proposi-on (USP) for customers, as opposed to
purchasing products from alternate online retailers. River Islands own website
oers shipping to Australia, along with products available for purchase through
The ICONICs key compe-tor ASOS. The ICONIC looked at a new, interac-ve
way to go about selling products using the shop-the-look feature.

ADVERTISING OBJECTIVES

These adver-sing objec-ves are based on what The ICONIC set out to achieve through the
River Island campaign.

Objec0ve 1: Generate interest in the brand amongst 40% of the target audience through the use of

emo-onal adver-sing quality products, visuals and sound.

Objec0ve 2: Increase the number of consumers in the target audience who prefer purchasing River

Island from The ICONIC over its compe-tors by 25%

Objec0ve 3: Gain 90% overall awareness of the campaign through the use of Instagram, YouTube,




Facebook and TwiZer adver-sing.

Objec0ve 4: Achieve a 20% trial rate of the shop-the-runway applica-on

The ICONIC set out to gain greater brand awareness, whilst at the same -me introducing a new
product range with an exis-ng brand that is already available across a number of compe-ng
outlets. The ICONIC would have also set an objec-ve for the trial rate of their applica-on shop-the-
runway gaining insight to the purchasing preferences of consumers.

Creative strategy
analysis

Creative approach
The ICONIC would be described as a young, crea-ve, fashion-conscious individual who portray
their unique quali-es and personality through what they wear. The ICONIC x RIVER ISLAND
campaign-collabora-on has certainly conrmed these aZributes.
The ICONICs crea-ve strategy was cleverly designed for its target audience of young, image-
conscious consumers. Leading up to the highly-an-cipated shop-the-runway event, ad shorts
were uploaded to YouTube, and a number of sneak-peak images were uploaded to both
Instragram and Facebook. The execu-on techniques of colour, imagery, cinematography and
music were tailored to aZract the younger audience by execu-ng these through social media
(Odell, 2014). The shop-the-runway feature was an Australian rst, along with the speedy 3HR
delivery service to Melbourne and Sydney consumers. This directly appeals to the target-
market who want fast, aordable and on-trend fashion. The experien-al component to the
campaign was a great feature, and is something that is appearing as a xed element to major
fashion events.

Media strategy analysis

Media strategy
The media u-lised in this campaign
has included:

Online: The ICONIC website & blog
Social media: Instagram, Facebook,
TwiZer and YouTube

Experien0al: VAMFF runway event

Print: features in The ICONIC magazine

Media
WEBSITE + BLOG
The ICONICs website interface is clear and consistent it also links to their blog page featuring open
discussions around fashion, music, art and celebri-es. This online community is a unique aZribute to The
ICONIC, and forms a rela-onship with consumers that no other compe-ng brand oers.

MAGAZINE
The ICONIC produces a monthly magazine, yet another unique aZribute to the business that not many
compe-ng retailers oer. The magazine contains the latest in fashion trends, models and upcoming brands
that will be available for purchase online.