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Branding Advertising Case Study Stussy (Fashion, Streetwear)

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As an entrepreneur, you can try to predict how your products or services will resonate with the public. However, there will always be factors outside of your control affecting how your business operates. One method for discovering and quantifying those factors is the PEST analysis.

PEST is an acronym for political, economic, social and technological. It's a way of understanding how external forces impact your business. It was created by Harvard professor Francis Aguilar in 1967. It should be included in every business plan, in addition to a SWOT analysis, as it is part of risk management and strategy design.

According to Donna Lubrano, senior advisor at Northeastern University, the political environment is an analysis of what politics is doing to the business world.

"We see this currently in the U.S., particularly in the area of international business. We look at tariffs, trade deals as they are developed not only by the economics or business side but what political relationships influence those decisions," Lubrano said.

Government regulations and legal issues affect a company's ability to be profitable and successful, and this factor looks at how that can happen. Issues that must be considered include tax guidelines, copyright and property law enforcement, political stability, trade regulations, social and environmental policy, employment laws and safety regulations. Companies should also consider their local and federal power structure, and discuss how anticipated shifts in power could affect their business.

The economic factor examines outside economic issues that can play a role in a company's success. For this analysis, look at interest rates, exchange inflation, unemployment, gross domestic product, credit availability and rise and fall of the middle class. Lubrano noted it's important to look at what the Fed is doing in terms of the tax rate as "this is what your pocketbook/wallet lives on every day."

With the social factor, a business can analyze the socioeconomic environment of the given industry's market to understand how consumer needs are shaped and what brings them to the market for a purchase. Among the items that should be examined are demographics, population growth rates, age distribution, attitudes toward work and job market trends.

"We look at what changes in culture and society are taking place. The drive to eat healthier, the drive to care for the environment, baby boomers staying in the workforce longer, adults have fewer children later in life. All of these impact how consumers buy houses, cars, etc.," said Lubrano.

Technology plays a huge part in business, and it can impact it either negatively or positively. With the introduction of new products, new technologies and services, a certain marketplace can have a tough time adjusting so it's important to assess the technology from all angles.

Specific items that need to be scrutinized include, but are not limited to, government spending on technological research, the life cycle of current technology, the role of the internet and how any changes to it may play out, and the impact of potential information technology changes.

A similar and related analysis, called PESTLE, includes two more factors: Legal and Environmental. For the legal factor, a company should examine how legal changes and interpretations could impact a company, directly or indirectly, according to Daniel Feiman, managing director at Build It Backwards. He advised including changes in laws, global law conflicts and Supreme Court decisions in this portion of the analysis.

For the environmental portion of the analysis, Feiman said to look at environmental evolutions and regulations to determine how they could impact a business. Look closely at ecological regulations and restrictions as well as endangered species.

Feiman also suggested that each of factors, including the original PEST factors, should be measured against the following grid:

Potential impact: low, medium or high

Time frame: immediate, short term or long term

Type: positive or negative

Direction of impact: increasing or decreasing

Relative Importance: high, medium or low

There are numerous benefits of conducting a PEST analysis, which can reap dividends for your business. The more significant benefits include:

A greater understanding of your company

More effective long-term strategic planning

Heightened attention to potential threats and dangers

Insight for valuable business opportunities

Solarju, a digital marketer at Housingman India, noted a few disadvantages as well.

"Even though [you] analyze all the factors, there is a chance that they might change within an hour or day due to its dynamic nature," said Solarju. "Some factors are based on assumptions, so they may not be accurate. As the data collect[ed] is huge, one needs to carefully utilize it in a better way, and as it is from external sources, one is not sure about the accuracy."

For a PEST analysis to truly be valuable, it should be used in conjunction with SWOT (strengths, weaknesses, opportunities and threats), MOST (mission, objective, strategies, tactics) or SCRS (strategy, current state, requirements, solution) analyses.
Additional reporting by Katherine Arline.

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As an entrepreneur, you can try to predict how your products or services will resonate with the public. However, there will always be factors outside of your control affecting how your business operates. One method for discovering and quantifying those factors is the PEST analysis. PEST is an acronym for political, economic, social and technological.

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Thinking about all the elements in your business, no matter how small they may seem, can help you position your business and therefore your products and services in the market.

The 5 Ps are key marketing elements designed to help you think about your business strategically. Put broadly, marketing is a mix of business activities that aims to build your brand and business in a consistent way.

If you want to grow your business, the 5 Ps of marketing can help you think about the different areas of your business can add value and offer a product or service different from your competitors.

Working your way through each of the Ps can help you think about which areas of your business you can change or improve on, to help you meet the needs of your target market.

The 5 Ps include:

Product

The product element refers to what you are offering as a whole - what exactly are you selling to your customers? This includes the value added features, branding and packaging as well as service and warranty terms.

For example, if you're a jewellery maker who is looking to grow your business, you might think about giving your customers a free gift wrapping service as an incentive to buy from you.

Find out more on product labelling.

Price

The price element refers to the way you set prices for your products or services. It generally includes all the parts that make up your overall cost, including the advertised price, any discounts, sales, credit terms or other payment arrangements or price matching services you offer.

Your pricing will also depend on your business's position in the market. For example, if you advertise your business as a budget car rental service, your pricing should reflect that choice. If you're looking to grow your business consider if your pricing reflects your business' positioning.

Read more about pricing to determine your pricing strategy and objectives.

Promotion

The promotion element refers to all the activities and methods you use to promote your business and products. This includes sales, public relations, direct marketing and advertising.

For example, if you're growing your sports management business, you might add sponsorships to your marketing mix to help promote your business.

Place

The place element refers to how you deliver your product or service to your customers. This might include the physical location (e.g. via a shopfront, online or a distributor), delivery methods as well as how you manage your stock levels.. For example, you could choose to provide your product from a shopfront, over the internet or through a distributor.

If you're looking to grow your business, you might consider changing or expanding the way you sell your products and services. For example, if you're a homewares distributor, you might think about setting up a new store in a different location or offering franchises.

Alternatively, you might consider setting up an online website as a supplier that allows other businesses to purchase online from you.

People

The people element refers to yourself, your staff and your customers. This covers customer service levels, as well as effective communication and training for your staff. You'll need to consider both your staff and customers if you're thinking of growing your business.

For example, if you're thinking of expanding your business online, you'll need to think about how your customers use the internet, if they would feel comfortable purchasing your goods online and if they would be willing to pay shipping costs for your products.

You'll also need to consider staffing elements. For example, do your staff have the skills to manage a website? Will you need to provide further training for them?

Find out more about what is customer service, including how to provide good customer service, setting targets and measuring your customer service and attracting and keeping loyal customers.

Although the 5 Ps are somewhat controllable, they are always subject to your internal and external marketing environments.

Examples - 5 Ps in action

Here's two examples of the 5 Ps in action:

Family restaurant

You might run a restaurant catering to families. To position your restaurant towards your target market, you might consider having:

product - food catering to fussy eaters

price - affordable prices for families

promotion - advertisements in school newsletters

place - location and opening hours suited to busy, family lifestyles

people - staff that are friendly and accommodating to the needs of parents and children.

Scuba diving shop

You might run a scuba diving shop catering to backpackers. To position your business towards this market, you might consider having:

product - quick diving trips for people who are only in town for a short time

price - cheaper dive trips to cater for budget-conscious travellers

promotion - a Facebook page to promote your business online

place - an in-town location so you can be found easily

people - friendly staff who like to meet other travellers.

Find out more

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Thinking about all the elements in your business, no matter how small they may seem, can help you position your business and therefore your products and services in the market. The 5 Ps are key marketing elements designed to help you think about your business strategically.

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Shop the official Stüssy UK & EU online store. Explore a wide range of clothing and accessories for both Men and Women.

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Partner with Intertek for your textile testing needs to assure compliance with changing governmental safety regulations and to meet increasing consumer demand for high-quality textiles and apparel, while minimizing risk and protecting the interests of brands, retailers, suppliers and consumers.

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Fiber Identification - Most countries importing apparel and soft home furnishing products require fiber identification labels indicating the fiber type and percentage of fiber components. Some countries even use fiber composition to classify quota categories.

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Colorfastness to washing, bleaching, and dry cleaning

Dimensional stability, appearance retention, and ironing

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Dimensional stability to washing and dry cleaning

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Chemical Tests - finish analysis and pH

UV protection performance

Flammability Testing - It is critical that materials used in apparel are in compliance with flammability regulations. In particular, adult apparel and children's sleepwear have specific requirements that must be acceptable before importing or selling a product. Regulations for upholstery, rugs and carpets should also be followed.

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In addition to the textile testing solutions stated above, Intertek also offers a full suite of services to identify chemicals found in your products including toxicity assessments, chemical certification and quality assurance solutions.

Intertek is also registered and approved by General Organization for Export and Import Control (GOIEC) to issue the Certificate of Inspection for exports of textiles, garments, carpets, footwear and bags, to ensure your products comply with new import regulations in Egypt.

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Intertek delivers Total Quality Assurance solutions for all your softlines products, including textiles like medical textiles and upholstery, apparel like activewear and children's apparel, and soft home furnishings. Our comprehensive services enable you to ensure quality and safety with precision.

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This is a generic PESTEL analysis of China. As you know, China is an economic and political superpower. Over the years, it has implemented a number of significant programmes of change and made spectacular improvements in many fields. In terms of nominal GDP, it is the 2 nd largest economy in the world.
PESTEL analysis of China
The aim of this article is to explore some of the political, economic, social, technological, environmental, and legal factors affecting China.
Political factors affecting China
China is one of the most powerful countries in the world. It is a permanent member of the Security Council of the United Nations. It is also the 4 th largest country in the world by land area. Beijing is the capital of China.

As you may know that the Communist Party of China is the founding and ruling political party of the People's Republic of China. Although China enjoys a stable political environment, the lack of political freedom is an area of concern. Many analysts question the lack of openness of China's political system.

However, it is worth noting that with a stable political environment, cheap labour and improved infrastructure, China positions itself as a great destination for . Unsurprisingly, China attracted a record high US$139 billion of FDI in 2016, making it the third largest FDI destination in the world.

Likewise, China is also a dominant overseas investor. Chinese foreign direct investment has reached many countries over the years. The United States, the UK, Australia, Pakistan, Bangladesh, Indonesia, the United Arab Emirates, Venezuela, Argentina, Angola, Chad and Niger are some of the countries where Chinese investment has indeed been stunning.
Economic factors affecting China
Economic environment is the second element to address in the PESTEL analysis of China. As mentioned above, China is the 2 nd largest economy in the world by nominal GDP. However, it is the world's largest economy on a purchasing power basis. A lot of economic reforms started in the late 1970s which helped China make rapid economic growth. The country has made a shift from a centrally-planned to a market based economy and the GDP growth has averaged nearly 10 percent a year (The World Bank, 2018).

However, it is worth noting that economic development has also caused some challenges for China. High inequality, rapid urbanisation, and environmental damages are some of the challenges that the country needs to deal with in order to maintain its economic sustainability.

One of the reasons why many global companies manufacture their products in China is the availability of cheap labour. Cheap labour is a great source of competitive advantage for China; however, some analysts argue that the rapid economic growth has also led to a rapid increase in wages in the country. China's average wage level tripled between 2005 and 2016 and now it is higher than in Argentina, Brazil, and Mexico. Does it mean 'cheap labor in China is over'? Well, the analysts are divided and there is no unanimous position concerning this question.

The standard corporate income tax rate is 25%; however, the Chinese government reduces the rate to 15% for qualified businesses which operate in industries encouraged by the government. The individual income tax rates range from 3% to 45% (PwC, 2018).
Social factors affecting China
China is the most populous country in the world with a total population of approximately 1.4 billion (BBC, 2018). This is a massive market for consumer products. As mentioned above, average wage level has gone up over the years resulting in an increase in consumer spending. It is also worth mentioning that many people in China, like the citizens of other emerging economies, long for status symbols such as luxury cars, latest smart phones and designer clothing to demonstrate their success. No doubt that increased consumer spending and status symbols are great opportunities for both domestic and foreign companies.

The literacy rate in China is 96.4%. Like the impressive progress in literacy rate, the country has also made stunning progress in poverty reduction. According to a report published by China's State Council Leading Group Office of Poverty Alleviation and Development, the country has lifted over 68 million people out of poverty in the last five years. It should be mentioned that China aims to eliminate absolute poverty by 2020 (Brand, 2017). However, there are some social challenges facing China today. For example, ageing population is an area of concern. So, how should the country meet the incredible demands for labour? Many analysts suggest that China should increase the birth rate and invite more foreign workers.
Technological factors affecting China
As of March 2018, China has the world's largest online population with 772 million users (BBC, 2018). There are some big tech giants in China e.g. Baidu, Alibaba and Tencent. In fact, these companies and some others are so powerful that many big companies from other countries have failed in China.

China has set a vision to be a global leader in science and technology. To achieve this, the country launched 'mass entrepreneurship and innovation' programme in 2015. This programme aims to spread entrepreneurship throughout China. It also aims to help the country to move from a labour-intensive economy to an innovation-driven one. It is therefore not difficult to imagine how great the opportunities are in China for both domestic and international companies, particularly in science and technology sectors.
Environmental factors affecting China
China's rapid economic development has impacted on its natural environment severely. Water and air pollution, industrial waste, deforestation, climate change, and biodiversity loss are some of the examples of environmental challenges facing China today. However, it should be mentioned that the Chinese government has taken a number of initiatives to address the environmental concerns. Examples of initiatives include but not limited to decentralization of responsibility to local levels, and encouraging public participation in environmental protection.
Legal factors affecting China
Legal environment is the last element to discuss in the PESTEL analysis of China. There are a number of laws that regulate business and employment practices in China. For example, labour standards, employee remuneration and benefits, labour disputes, and other relevant issues are regulated by The PRC Labour Law 1995, the PRC Labour Contract Law 2007, and various administrative regulations (Chen, 2018). The Catalogue of Industries for Guiding Foreign Investment regulates FDI in the country. The Catalogue divides FDI into four categories i.e. encouraged, restricted, prohibited, and permitted.

Encouraged category includes 384 industries. Agricultural machinery manufacture, and fruit and vegetable drink production are some of the industries in this category. Restricted category includes 35 industries. Construction and operation of power grids, banks, and securities companies are some of the industries in this category. Prohibited category includes 28 industries. Air traffic control, postal companies, and domestic express delivery of letters are some of the industries in this category. Permitted category includes industries that do not fall into any of the above mentioned categories (Chen, 2018).

We hope the article on the PESTEL analysis of China has been useful. You may also like reading PESTEL analysis of the USA. Other relevant articles for you are:

If you liked any of these articles, please feel free to share with others by clicking on the icons below. Also enter your email address at the bottom of the site to 'Join us' free for our newly published articles and newsletters.

Last update: 29 March 2018
Further reading/references
BBC (2018) China Country Porfile, available at: http://www.bbc.co.uk/news/world-asia-pacific-13017877 (Accessed 26 March 2018)

Brand, D. (2017) China Says It Wants to End Poverty by 2020, available at: https://www.globalcitizen.org/en/content/china-end-poverty-2020/ (Accessed 01 March 2018)

Chen, A. (2018) Doing business in China, available at https://uk.practicallaw.thomsonreuters.com/8-501-1377?transitionType=Default&contextData=(sc.Default)&firstPage=true&bhcp=1 (accessed 20 March 2018)

PwC (2018) Overview of PRC Taxation System, available at: https://www.pwccn.com/en/services/tax/accounting-and-payroll/overview-of-prc-taxation-system.html (Accessed 27 March 2018)

The World Bank (2018) China Overview, available at: http://www.worldbank.org/en/country/china/overview (Accessed 26 March 2018)

Photo credit: Pixabay

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This is a generic PESTEL analysis of China. As you know, China is an economic and political superpower. Over the years, it has implemented a number of significant programmes of change and made spectacular improvements in many fields. In terms of nominal GDP, it is the 2 nd largest economy in the world.

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Advantages and disadvantages of manufacturing in China

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Advantages and disadvantages of manufacturing in China

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Cad Crowd | CAD design services, 3D modeling, 3D animation, CAD drafting, engineering & 3D printing design

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The Pros and Cons of Manufacturing in China | Cad Crowd

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If you’re considering manufacturing in china, you need to consider if it’s worth it. Here are the pros and cons you need to know.

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COLOR WHEEL: Selfridges is getting a rainbow makeover via its latest collaboration with United Colors of Benetton. The exclusive capsule collection will launch with a pop-up at Selfridges on Sept. 14 to coincide with London Fashion Week, which runs Sept. 14-18.

"It's our first collaboration with a department store and it is an exciting new line that celebrates the colorful look, history and Italian ethos of the brand," said Tommaso Bruso, chief operating officer of the Benetton Group.

The capsule draws from Benetton's archives and its kaleidoscopic Eighties style, which will be offered in 109 different colors, an homage to Selfridges ' signature yellow Pantone number. Ranging from pastel colors to vibrant tones, the unisex collection also reflects Benetton's strong values and history.

"It's a confirmation of the brand's history. From the Sixties to today there have been social and cultural revolutions and this has become the essence of the brand," said Bruso.

The capsule will boast a range of cashmere sweaters, fleece co-ords and a range of accessories including a large duffel bag and a bumbag. Prices range from 10 pounds to 180 pounds.

Partnering with Selfridges is part of the brand's repositioning strategy, and Bruso hopes to be able to communicate this globally with the department store's platform. "We're working on providing a modern and current interpretation of our DNA based on colors, quality knitwear and social engagement," he said.

The Benetton Group has been putting its efforts into its omnichannel approach, with the hope of strengthening the ties between the brand's physical stores and its digital channels - social media, mobile and e-commerce.

"Our flagship store is going to represent the brand at its fullest through a multichannel customer experience. It has to be like a home, a place that speaks of us through the furniture, the objects and the pictures. The clothes and shopping experience has to tell our story, our DNA and the 50 years of Benetton tradition," Bruso added.

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Selfridges, United Colors of Benetton to Launch a Capsule with 109 Color Options

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COLOR WHEEL: Selfridges is getting a rainbow makeover via its latest collaboration with United Colors of Benetton. The exclusive capsule collection will launch with a pop-up at Selfridges on Sept. 14 to coincide with London Fashion Week, which runs Sept. 14-18.

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When Asos reported its first-half results a couple of weeks ago it offered a glowing report for its still-new Collusion line. The label had launched last year and the company said it was its most successful launch ever.

Collusion's 2019 collaborators

So it's no surprise that the fashion e-tail giant is putting more support behind it this year and the 2019 offer sees it repeating-but-evolving its 2018 strategy with a whole new set of youth collaborators.

And on the marketing front, while the debut offer came with a film featuring 100 18-year-olds, this time the marketing campaign seems to have a closer focus on a smaller number of individuals.

The campaign featuring its new brand 'collaborators' launches this week, on April 23. The key thrust of this sees Collusion partnering with female-led online community radio station foundation.fm for four weeks of live shows with the collaborators, who are made up of a group of articulate, activist and engaged 17-22 year-olds.

And they won't really be talking about fashion (nothing quite so outdated). Instead, the aim is to discuss topics such as "gender identity, the pressures of social media, female representation in the tech industry and coming-of-age in the modern era."

In case you didn't know, Collusion is a gender-fluid line that was co-created with a revolving group of students, stylists, activists, image-makers, authors and YouTubers. These collaborators were seen as being crucial to getting into the mindset of the youth consumer, hence the collaborator concept continuing and being regularly refreshed with new faces.

The seven young people who make up the new collaborator 'board of directors' were fairly quietly brought together last month, but they'll now be at the forefront of a major publicity drive for the label to move it into its first full year of trading.

Its foundation.fm link-up starts with Collusion's Oscar O'Sullivan (a film-making student who was one of the 100 18-year-olds who starred in the brand's debut film last October) joining host Zooey for the station's Queer Island Discs. They'll discuss finding their gender identity and sense of community in 2019. O'Sullivan will also bring four of his favourite tracks that will play in between the discussion.

A week later, host Kesang will be joined by the brand's Laila Katumba (a singer and computer scientist) and vlogger Antonia Jade to discuss female representation in the tech industry and growing up in the social media age, as part of the radio station's Forward Slash series.

Seven days after that, there's more of a clear focus on the label itself with radio host Kamilla talking to Collusion's Nadia Ahmed (an 18-year-old singer), plus student and diversity campaigner Yomi Olufidipe and vegan A-level student Lilly Thompson, about what Collusion means to them. They'll also discuss "how the label has helped shape their careers and social media persona."

Then the last part of the takeover on May 14 sees Collusion's Hannah Alkindi, who thinks "fashion and politics go hand-in-hand", featuring in Foundation's Future Girl Corp series, focusing on female empowerment and giving women the skills to start their own businesses.

It's an interesting approach for a brand that has promised to evolve continuously and one that could very easily have gone down like a damp squib. But Asos appears to have done its homework with this label, with the result that it's been a hit for the company.

In its results report, it said the label sold 1.5 million units during the first half and this number made it a "top 10 brand" for the e-tailer. It added that its full price sell-through was above the group average and that within the UK, Collusion was the most searched brand on Asos.

Copyright © 2019 FashionNetwork.com All rights reserved.

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Asos launches new campaign for Collusion, focus on 2019's creative collaborators

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News business : Asos has seen major success with its Collusion line and is kicking off its next phase with a new set of collaborators and a series of radio shows where they talk about themselves and their lives rather than fashion. (#1091564)

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For many marketers, Gen Z is a mystery. We've been so focused on targeting millennials in the past ten years that we've forgotten about a whole new generation of young'uns who are now able to buy from brands.

From an ecommerce perspective - Generation Z should be easy to target. They're online already, they know how tech works and they're very active on social.

It's worth noting though - before we begin - that as people, we don't like being typecast into one box. So remember, Gen Z are all different, and while there are trends to how they consume content and spend their time, it's important to note that some may not enjoy what you're putting out there as much as others.

This post isn't a tick box solution but guidelines to work to when considering marketing to this generation of consumers. With this in mind, here are 13 ways to tap into Generation Z.

1. Understand who Gen Z are

This goes without saying but it's pretty important you get this right. Gen Z is the generation born between 1995-2012 - into an era where tech has advanced at an incredible rate and everything they need is now at their fingertips. They might not be like Generation Alpha (born between 2013 and 2025) who know how to use a touchscreen by their first birthday but they have every gadget possible, right now.

According to this article, Gen Z are less focused than their predecessors, they're excellent multi-taskers and they expect brands to respect their loyalty. They're quick to change allegiance though, if a brand doesn't match up with their view on the world. They care about the future and the impact they make on everything - from the environment to the economic climate.

They understand better than their predecessors that the future and its outcome is up to them - so they're very conscious of ethical issues, such as animal testing and sustainability, when it comes to choosing who to buy from.

2. Create engaging content - not advertisements

Generation Z wants to consume content and make their own decision about whether or not to buy it. They want to learn something new and find a better way of doing things. They are willing to spend a little more than millenials too.

This is one of the reasons why Gen Z love influencers. They want advertising to appeal to them, speak to them personally and to not be too in your face when it comes to product placement.

3. Jump on their love for influencers

Gen Z know that when they watch an influencer's review on a makeup brush or a new gadget that they've been supplied with it for free or paid for their time - but they also appreciate the honest review that supports it. Advertising simply tries to convince us that a product is the best choice, a good influencer offers a middle ground where they point out both pros and cons, allowing people to make up their mind.

While influencers might not be right for every brand, as our recent State of Content Marketing Survey suggests, brands that can work with influencers that appeal to Gen Z are likely to see engagement increase - and could even encourage people into the top of the funnel.

When it comes to major influencers, this generation are moving on from the likes of Zoella, PewdyPie and Lily Melrose - that millennials still love. Instead, they're scrolling Instagram and liking posts from the likes of Zendaya, Baby Ariel, Amanda Steele and Connor Franta.

While these A-list influencers might be a tad expensive for most brands, those with thousands of followers are still obtainable and can encourage Gen Z to use your site or simply notice your brand.

Ensure those you work with have a positive experience too - from that first contact via email or phone to receiving your product - and offer an incentive for those who are intrigued by what is being reviewed, such as a discount code.

4. Get them involved too

Generation Z like to feel like a part of something bigger - so ensure marketing campaigns encourage their input. Not only does it improve social campaigns, as consumers feel like they're interacting directly with their favourite brands, but they also enjoy the recognition they receive from taking part.

A social campaign that encourages them to share an image via a hashtag - with the chance of winning an exclusive prize is just one example of a great way of engaging with Gen Z. If your brand is supporting an important cause, asking people to share their stories helps them feel like a part of something wider, improving brand awareness and your ethical goals at the same time.

5. Make your content interactive

This generation want to feel involved, like the brand has thought specifically about them when it came to creating the content. This means larger scale pieces that they can get involved with are a good call. You may only put out one or two of these a year - we call them hero pieces here at Zazzle and I spoke about this content type at Brighton SEO last year - but if they engage this younger audience, they'll be remembered. This means they're likely to come back to you later.

6. Don't make it too wordy

Gen Z want things to be crystal clear, they don't want to trudge through content to get to what they're looking for and so you need to utilise things such as data, stats and video to get your point across. Keep on page blog posts succinct and supported by visuals such as charts or imagery, keep videos short and to the point and don't be afraid to conduct your own research into the market to share with your consumers.

7. Get to the point early

Gen Z want information up front - so leave out any fluff.

8. Understand that it has to work first time

Gen Z are so used to tech that if an app isn't working as it should or a page isn't loading properly they're likely to click off and never return. This means taking great care before sharing the latest marketing campaign, you don't want to turn off that new customer base before you've even really started.

9. Don't be afraid to use new tech

If you haven't yet dabbled in VR, AR or voice search, it can feel a little daunting when looking into it. But our survey results revealed that there is a gap in emerging channels that could be owned if you take advantage early on. However, it's important you don't do these things on the cheap - as noted above, Gen Z will expect it to work first time. It's important to also ensure if you're creating an app it works on all devices - gone are the days when you could only get an app on iOS, Android users aren't going to be impressed if they can't access something. Those who use Android phones are typically more loyal and this could stretch to your brand too.

10. But don't use tech for the sake of it

It's also important you only look into this supporting tech if it complements what you're trying to achieve - if it makes no sense, it's unlikely people will use it. Ask why you're creating something before you start paying developers and content creators.

11. Ensure you're inclusive

Remember, everyone is welcome when it comes to marketing. That means expanding those you include in your campaigns - don't leave anyone out. It's very important to include everyone in your marketing - don't just strictly focus on those you want to buy from you. All ages, races and genders are welcome with Generation Z, their eyes are completely open and accepting.

12. Focus on social

Gen Z spend a lot of their time on their favourite social platforms - this is where they do everything from interact with friends to reading articles about the things that interest them. They're moving away from Facebook, so ensure your focus is on Instagram and Snapchat. Make social media a priority when you intend to interact with this demographic - you're more likely to find them here.

13. Use media that appeals to Generation Z

Gen Z is open to new experiences and with a world of technology at their fingertips, they're accustomed to trying out the latest thing and are more likely to receive something a little more innovative with open arms. Wondering what this media boils down to? Here's what the kids are enjoying at the minute:

Video

Gen Z watch around 68 videos a day, on average - that's a lot of content consumed. Snappy videos that give them all the info they need in 60 seconds is the best choice - if you want to make a longer video then add a link in the description they can click onto, if they want to know more.

Where should you be posting videos?

If you want to create long form content - so videos that are around 10 minutes long and tell a story, YouTube is the best platform. Otherwise, Instagram Stories or Snapchat are the best choice for shorter, snappier videos that Gen Z will watch while scrolling through their influencer content.

VR and augmented reality

In recent years, these were considered a bit of a gimmick. But the tech has come a long way since and now brands looking to appeal to Gen Z should consider how they can use it.

How to use VR and AR to your advantage

VR puts users right there, in the moment - and Gen Z like to see what impact their purchase will make on them and the world around them. Brands are incorporating VR into their marketing by creating apps to support it or utilising YouTube's 360 video tool. VR that doesn't require a headset is a good call - Gen Z want to consume content there and then, not have to go searching for the supporting tech to check it out.

Velux, is a good example of a brand that has used AR to its advantage, with its MyDaylight app. It allows users to create a replica of their room via the app and they can then add skylights to determine where they'd be best placed to help them move further down the funnel.

Apps

Gen Z spend 4 hours of their day, viewing content via their phone. So an app is a pretty good call when it comes to interactive content. If your brand doesn't yet have an app, to support the products or service you offer online, then it's time to invest.

How to ensure your app does what it needs to

While you're building that app, consider the content it will offer - include content to support your latest marketing campaign and look into incorporating AR where possible. IKEA are a good example, allowing you to slap their furniture in your home to see how it looks while Sephora lets people view their face through the camera and t ry out different products to find the right one for them. An app is a costly investment but if you get it right, it could pay off with Gen Z consuming your content.

Voice search

Here at Zazzle Media, we believe voice search is going to be big in 2018/19 and by 2020 a common part of our everyday content consumption. As my colleague Elle noted in her post earlier this year:

Before you can create quality content, research and data will be the foundations of your success for any savvy marketer. With long-tail keywords taking centre stage, we can begin to see that voice search will differ largely from search-box queries. It's obvious to state a person can speak more words per minute than they can type. Adding to this, these search queries are then naturally more conversational and colloquial and with the prediction that by 2020 50% of search queries will be conducted by voice, the importance of these keywords is growing.

This means you need to take a good, long look at the content on your site to ensure it meets this new criteria. It's likely Gen Z will be the first to test out voice search on a day-to-day basis as they quickly get to grips with new tech - and so you need to ensure you can keep up and have your content read out by Alexa or Google Home.

Ready to get out there and get those Gen Z'ers involved? It's time to adapt your marketing to appeal to those consumers that are now ready to buy. Keep the points above in mind and reap the rewards of working with Gen Z in the future.

Stay in touch with the Zazzle Media family

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13 Ways to Target Generation Z | Zazzle Media

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For many marketers, Gen Z is a mystery. We've been so focused on targeting millennials in the past ten years that we've forgotten about a whole new generation of young'uns who are now able to buy from brands. From an ecommerce perspective - Generation Z should be easy to target.

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As many as 84 per cent of millennials(or Gen Y, or even the "selfie" generation) don't trust traditional advertising. How do we as marketers speak to this extensive and influential group of consumers, without being intimidated by the scale or sheer buying power they possess?

Who are millennials anyway?

Millennials are those born between the years of 1982 and 2004, having grown up in an expanding world of choice and options. They saw the world get smaller through the proliferation of the internet, and have quickly become used to having any and all information that they need right at their fingertips.

Often called "digital natives", they are the first generation raised on digital, being naturally comfortable with technology and tend to be among the first to try new technologies -the innovators of our time.

What do millennials value?

In a study from the McCarthy Group, nearly half (47 per cent) of respondents mentioned the internet as the one thing they could not live without. All the more reason for brands to truly master and leverage the power of digital channels, if they are not already.

In terms of who millennials trust, advertising and sales people ranked the lowest, while closest friends ranked as the most trustworthy source. This said, 35 per cent of respondents cited websites as their preferred source of information before making a purchase.

These stats confirm what marketers have known; that word-of-mouth both online and offline is integral to success. However, this knowledge still doesn't solve the issue of how we should be gathering this trust and these recommendations.

What do millennials themselves have to say about the matter?

Millennials want more than just a product or a service

Millennials want a far more holistic experience from companies-far beyond what their Baby Boomer parents may expect.

For example, one study from Casual Living found that a brand's ability to make a millennial smile is 33 per cent more important than it is to an older generation.

Millennials want to be entertained, but they also want to be able to make their own voice heard. About two-thirds of this generation feel that companies should offer more ways to share their opinions online, according to a study from Bazaarvoice.

Lastly, Ipsos research discovered that 64 per cent of millennials follow brands through social networks-perhaps as a forum to make their afore-mentioned opinions heard.

What all of these findings should be telling companies is that this younger generation needs three things: entertainment, attention and connection-and the brand that can provide it to them will benefit greatly from their efforts.

Related content: How to adapt your marketing messaging to millennial consumers

Summary

It is clear that brands today need to-quickly-adapt to rapidly changing media and consumer demands, as millennial consumers want content anywhere they can get it. Any brand that can't keep up, fails.
Improve your marketing effectiveness with segmentation and persona development. Get our free e-book "Discover your ideal customers" to get best practice strategies on how segmentation achieves your business objectives.

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Defining your target audience-who are millennial consumers?

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As many as 84 per cent of millennials(or Gen Y, or even the "selfie" generation) don't trust traditional advertising. How do we as marketers speak to this extensive and influential group of consumers, without being intimidated by the scale or sheer buying power they possess?

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Within the fashion world of (millennial) pink being for girls and blue for boys, there's a huge white space. " Statistics show 38 percent of Gen Z-ers'strongly agreed' that gender no longer defines a person as much as it used to, and 27 percent of millennials felt the same way," says Christina Zervanos, the head of PR at The Phluid Project, a brand built on the concept of genderless dressing. "These generations are the future of retail, accounting for $143 billion in spending in the next four years."

As a result, a growing number of fashion brands are starting to think outside the binary box. Over the last few seasons, luxury designers like Gucci, Saint Laurent, and Haider Ackerman have held coed runway shows. Moda Operandi debuted its first unisex streetwear collection earlier this year, and Zara started releasing ungendered collections in 2016 with models of both sexes styled in the same clothes. More notably, a crop of new brands like Agender and Rebrand have popped up to cater to consumers who don't want to be told what's men's or women's fashion.

Demand for fashion not focused on gender is so high in fact, that when Asos' released its first unisex collection earlier this year, it became the fourth most popular offering (out of over 800) within a week. As a result, the UK's largest online retailer is expanding its neutral fashions. So far, it's focused on streetwear: sweatshirts, tees, and other casual staples most people grow up wearing regardless of gender.

"Designers create clothing that caters to everyone by not keeping things limited and one-dimensional."

Arguably, this is the case with the majority of unisex clothing on the market at the moment: There are fewer instances of men in skirts or dresses than there are women in pants and suits within this category. But they do exist, and as genderless fashion finds its footing in the mainstream, it's creating more places to shop for all people interested in exploring non-binary dressing, including members of the LGBTQI+ community.

Italian brand Francesco Russo now makes upscale stilettos in men's sizes, New York City brand Telfar, a recipient of the Council of Fashion Designers of America (CFDA) Fashion Fund, creates luxe leather purses marketed toward men, and The Phluid Project has a sprawling brick and mortar space in downtown NYC at a time when physical stores are closing down in droves. "To be able to play and experiment through fashion and beauty in a judgment-free space is the best way to learn who you are and come into your own" Zervanos says. "Designers create clothing that caters to everyone by not keeping things limited and one-dimensional."

And it's not just brands contemplating how gender norms (or a lack thereof) will inform fashion moving forward. In February the CFDA added a unisex/non-binary option for New York Fashion Week- four brands showed in this category, with an additional 12 designers showing unisex collections in their traditional categories. The decision to offer more options than men's and women's for fashion shows came after witnessing "a growing number of designers whose collections are not delineated by gender," says Marc Karimzadeh, a spokesperson for the CFDA. "These designers reflect the cultural momentum." It's a shift many in the fashion industry are watching carefully.
The momentum of millennials and Gen Z-ers to drive change is undeniable. Here's how they're influencing the travel industry. And creating new community spaces within the wellness scene.

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Fashion's embracing a gender fluid future with unisex collections

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Within the fashion world of (millennial) pink being for girls and blue for boys, there's a huge white space. " Statistics show 38 percent of Gen Z-ers'strongly agreed' that gender no longer defines a person as much as it used to, and 27 percent of millennials felt the same way," says Christina Zervanos, the head of PR at The Phluid Project, a brand built on the concept of genderless dressing.

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With fashion being one of the most fun, creative forms of self-expression, now more than ever people are choosing not to dress in clothes that denote their assigned gender at birth. People are beginning to question why, when walking into a shop, the girls section has pink frilly dresses and the boys section has blue shirts with superheroes on, from very early years. The fact there are gendered sections whatsoever. Why should our clothes be gendered, why in an industry brimming with amazing designs by amazing designers, must we be restricted to only wearing clothes that encourage society to put us in gender boxes? These unisex, gender-neutral fashion brands are the answer to that question...
Unisex loos may be popping up here and there and understanding and acceptance of people who identify as gender-neutral or gender-fluid may be better than it was in the past, but there's still a long way to go in the journey to equality, diversity, representation and inclusiveness of all humans, no matter how they identify. The following innovative and exemplary fashion brands are the alternatives in a world of strictly male and female. Their clothes are gender-neutral or gender-fluid, meaning they're for everyone and anyone. Discover them, understand them, love them, and shop from them.

All brands come recommended by those who identify as gender-neutral or gender-fluid.

8 Gender-Neutral Fashion Brands to Know and Love

If you identify as a cis-gender hetero woman who loves stealing your boyfriend's clothes, Agender is the ideal brand for you. The pieces are strong, pulling in both typically masculine and feminine traits but overall, are flawlessly genderless. The Check shorts are perfect for a working day, and the shirts from the SS18 collection are great for layering this winter. Inspired by art collages, the 'UNTITLED' uses screen printing silk screen, PVC press and embroidery. The silhouettes are flattering and elude to the authentic craftsmanship of the designers. Simply put: we want it all. Shop via us.wconcept.com or agender.co.kr

https://www.instagram.com/p/Bnqquj_lfK0/?utm_source=ig_web_copy_link

Telfar, a unisex clothing line created in New York in 2005, is 'not for you - it's for everyone'. Sold internationally, Telfar's most recent Spring Summer 19 collection was a hit at New York Fashion Week as excited guests saw an unusual runway show that was an audio-visual experience, something founder Telfar Clemens is excellent at producing. On the website, you can find select pieces from the SS18, FW18 and C21 Capsule Collections, including cosy hoodies perfect for winter and high-quality leather belts and shopping bags.

Gender neutrality was forefront at their recent Spring/Summer 19 show, with bold prints such as red and white stripes and a glorious cowhide design that would work on any and all genders. Found in prestige shopping locations across the globe such as Dover Street Market in New York, Galeries Lafayette in Paris, Opening Ceremony in Tokyo, Matches in London alongside Net-A-Porter and Ssense online, Ekhaus Latta designer Mike Eckhaus explains 'we relate to gender identity a little less aggressively. It's less binary and I think that's something we have always felt attuned to.' eckhauslatta.com

Toogood, a beautifully artistic fashion brand created by sisters Faye and Erica Toogood offers sustainable, gender-neutral garments that are inspired by utilitarian workwear. Each collection has a backstory, for example, Collection 003 which highlights the importance of embracing one's individuality and leaving behind conformity and convention. We have our eyes on the Toogood Denim collection, entirely designed and constructed in Britain, using Britain's only selvedge denim fabric and manufactured in a century-old mill in Lancashire before being completed in a London atelier. Buy directly from their website, which doubles as a sort of online art exhibition in itself, or find them in Selfridges in London amongst department stores worldwide. t-o-o-g-o-o-d.com

https://www.instagram.com/p/BnHX6hjlnqm/?utm_source=ig_web_copy_link

For gender-neutral basics ideal for creating a minimalist and stylish capsule wardrobe, look no further than One DNA. The emerging designer based in New York City creates ready-to-wear apparel that suits a multitude of body shapes and sizes. Getting unisex clothing right is notoriously difficult, but One DNA have hit the nail on the head with their clothes that break down the womenswear/menswear barrier without sacrificing its style DNA. onedna.earth

Artist, photographer, film-maker and designer Rad Hourani celebrates neutrality in the form of genderless fashion and in 2007, started the first gender-neutral unisex collection in fashion history. The website welcomes you with undeniably cool pieces including monochrome shirts and jersey turtlenecks, alongside art prints. Invest in the cosy-looking coats in time for winter and treat yourself to the cotton caps for bad hair days. radhourani.com

https://www.instagram.com/p/BkCvrh5jN2y/?utm_source=ig_web_copy_link

Inspired by fashion, music, art and nature, Africa Fashion International Young Designer of the Year in 2014, Rich Mnisi, is a South African based brand showcasing a genderless, contemporary look. The NWA-MULAMULA: MOTHER '18 collection is particularly striking and unique, featuring bold prints, asymmetric hems and flattering shapes that wouldn't look out of place on a red carpet or equally at the pub. Mnisi's clothes are glamorous and modern and just one piece would infuse anyone's wardrobe with enough style to make a statement on any street. richmnisi.com

https://www.instagram.com/p/BjbuAYDhjTs/?utm_source=ig_web_copy_link

London-based design studio Bethnals are the experts at creating denim that is completely undefined by gender. Inspired by the diverse cultural hub that is London, Bethnals offer comfortable fits that put a contemporary spin on the classic jean staple. Layer on top of the Indigo Max Dungarees, dress up or dress down the Charlie Selvedge jeans and keep warm in the Tommy Borg jacket, all at very reasonable prices. bethnals.com
11 of the Best Sustainable & Ethical Fashion Brands to Know

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8 Gender-Neutral Fashion Brands to Know and Love | Style

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With fashion being one of the most fun, creative forms of self-expression, now more than ever people are choosing not to dress in clothes that denote their assigned gender at birth. People are beginning to question why, when walking into a shop, the girls section has pink frilly dresses and the boys section has blue shirts with superheroes on, from very early years.

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About Stussy

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From humble beginnings on the West Coast of California, Stussy has built itself a legacy
like no other. We take a look at the history of this influential and iconic label.

Stussy celebrated it's 35th anniversary back in 2015. In todays culture, that is some achievement. The brands roots are well documented; its founder Shawn Stussy began creating custom, hand made surfboards out of his garage in the early 80s, blending innovative shapes with forward thinking graphics touching on everything from roots reggae to new wave and post punk. His skill was in demand, and several pro surfers were loyal to him. Everything was signed off with the now iconic hand drawn logo; a nod to OG graffiti handstyles and the signature of his uncle, abstract artist Jan Frederick Stussy.

Stussy was an expert at taking disparate reference points and bringing them together through one unique lens. Stussys first forays into clothing offered the complete anti-thesis to the loud and brash traditional surf wear available at the time. As Robbie Jeffers, Stussy Team Manager, states in an interview with Complex, 'I hated surf culture and the way surfers were. I just can't stand bros. I don't think Shawn liked it either, that's kinda why he did what he did'. As the 80s drew to a close, discerning consumers were looking for gear that could easily transition from the street or beach in the day to the club or the bars at night. Stussy were there at the perfect time to ride this collective change in consciousness.

The list of firsts that can be accredited to Stussy reads like a 'how to' for emerging brands in todays online culture. Referencing high fashion houses, flipping logos, reworking pop culture graphics, straddling the fine line between high and low, sending clothing to tastemakers across the world, offering an all encompassing lifestyle element, a carefully curated list of stockists...the list could go on and on. Stussy were amongst the first to put logos on baseball caps, and they attributed to 20% of the business in the late 80s. Although far less documented, Stussy even join Supreme on the list of brands sued by French fashion house Louis Vuitton. Things that seem second nature now were pioneered by the California brand.

The customary late 80s/early 90s New York hip-hop look of Carhartt jackets, baggy jeans and Timberland Boots can be credited as one of the defining influences of Stussy, and in turn became a pillar in the birth of what has become known as streetwear. In the early years, Shawn Stussy would travel to cities across the world including London, Paris and New York, to meet and network with the creative people and tastemakers of those cities. This would come to be known as the International Stussy Tribe, and included high profile individuals including Hiroshi Fujiwara, Michael Kopelman and James Lebon.

It was New York that really set Stussy on a new trajectory. James Jebbia opened Union in 1989 on Spring Street in New York. The shop was one of the first of its kind. It stepped away from the baggy hip-hop look of the time, but still embraced the street attitude, played hip-hop music and offered a curated selection of younger, boundary-pushing labels. Stocking Stussy at the time wasn't easy, and Jebbia's desire to sell it at Union wasn't enough to convince Stussy to agree until Paul Mittleman gave the co-sign and brought Shawn to the store to see it for himself. He agreed, and Jebbia would go on to open the first Stussy store in New York in 1991, and started Supreme a few blocks over whilst still working there. In '92, both Stussy and Union expanded over to the West Coast and were housed together in a store on La Brea avenue called 'The Stussy Union'. One half of the store was filled with Stussy and the other half filled with Union's tight brand selection. It was a unique concept at the time, and before long both had outgrown the space and opened up in separate stores next door to each other, where they remain today.

The Tribe was another important factor in the spread of Stussy on the international stage. Shawn would send clothing out to individual creatives and tastemakers in various cities across the world. Stussy had been making varsity jackets for a few years before Shawn had the idea to make special, one off 'International Stussy Tribe' versions, customised with each individuals name. In todays culture, this might be viewed through cynical, marketing eyes but it was all organic. There was a genuine connection between people with similar interests and style cues, people were proud to wear these jackets and these people became the 'unofficial, official' spokesmen for the brand. As Paul Mittleman attests, 'a lot of the people that formed the tribe went on to carve the niche for what would become streetwear and street culture'. However organic it was, it was still a stroke of genius from a brand building point of view. Frank Sinatra Jr, Stussy co-founder explains 'we wanted people who cared enough about what they wore to go out and discover us, and feel like they had found something unique, not available everywhere, that said something about who they were and how much they cared for what they wore. We weren't advertising from the top down, we were about being discovered from the bottom up'.

As the 90s rolled on, more and more labels were springing up that were willing to cash in on whatever was hot, whilst Stussy stood firm in not allowing the market to dictate its product. People began to get confused with Mossimo, a label with a strikingly similar hand drawn logo and a distribution strategy at the opposite end of the spectrum to Stussys; selling its products to any store that would take them. The American market was becoming diluted; unwilling to bow to external pressures and becoming disenchanted with a lack of enthusiasm from his team for his desire to push the brand forward, Shawn left at the end of 1995.

Frank Sinatra Jr persevered, and kept the brand legitimate with the help of other members of the tribe and the people around them in the New York scene. The rise of the Ura-Harajuku movement in Tokyo, spearheaded by a key member of the tribe, Hiroshi Fujiwara, gave Stussy a whole new lease of life in Japan. They appreciated the authenticity and the heritage. After the turn of the millennium, the rise of sneaker culture and the increasing frequency of brand collaborations also gave Stussy new outlets and customers. Collaborations with Nike, including the first Huarache LE in 2000 and 2002's Blazer Mid pack are among some of the most highly sought after shoes still to this day.

In todays market, the prerogative is to remain 'brand first, revenue second', according to Fraser Avey, Stussy's brand director. New faces have been handed the reins, including Ryan Willms, former editor-in-chief of Inventory Magazine, who has helped facilitate projects with Central St Martins graduate Kiko Kostadinov amongst a host of other collaborations, and kept the Stussy brand on the backs of the next generation of creative young people.

Stussy's legacy is monumental. The fact that the original hand drawn logo alone has stood the test of time and still looks as current as it ever did puts it in a league reserved for very few of the worlds most influential and instantly recognisable brands. Stussy were there at the very beginning, and have laid the foundations for an entire industry that wasn't in existence a mere twenty years ago. With all the visual inspirations of the past, and a forward thinking creative outlook utilising the worlds most exciting young creatives, the brand is an institution that will always be held in the highest esteem. On top of all of that, it's still independent.

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From humble beginnings on the West Coast of California, Stussy has built itself a legacy like no other. We take a look at the history of this influential and iconic label. Stussy celebrated it's 35th anniversary back in 2015. In todays culture, that is some achievement.

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I used this to create my social media mock up

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Create free ad mockups across Facebook, Instagram, Twitter and Pinterest.

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Welcome to the world of Ralph Lauren. Discover timeless and authentic designer clothing for men, women, children and babies, as well as luxury homeware. Ralph Lauren

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Search results for tie dye::allCategories:Womens on Matches Fashion Site UK

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Shop designer fashion online at NET-A-PORTER.COM. Designer clothes, designer shoes, designer bags and designer accessories from top designer brands: Christian Louboutin, Matthew Williamson, Alexander McQueen, Marc Jacobs and more...