Download - Thesis: Lord & Taylor Launches Design Lab
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Launches
Anushka KassimDecember 9th 2015
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Agendao Lord & Tayloro Industry Trends o The Challengeo The Solution – Design Labo Launch Campaigno Resultso The Possible Disconnecto Moving Forward
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A Brand of Many Firsts
"A Few of Our Favorite Things”November 12th 2015
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Past Communications
199119741956
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Industry Trends
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Digital Purchase Behavior
“The Surprising Facts about Who Shops Online and on Mobile.” N.p., n.d. Web. 11 Nov. 2015. Think With Google. “The Customer Journey to Online Purchase.” GoogleTool. Think With Google. N.p., n.d. Web.
198 Million, i.e. 78%, U.S. consumers made a purchase online, in the 1st
Qtr. of 2014.
How marketing channels, for Large businesses in the Shopping industry in The U.S., influence the
purchase decision
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These Millennials…“They
[Millennials] either buy something
expensive, or they buy Zara – because it’s a
similar sweater.
Zara has replaced the
need to spend $600 on a
Theory sweater.”
Lauren ShermanStyle and Fashion Writer
Lauren Sherman. Interview with Style and Fashion Writer, Gotham Magazine. Lord and Taylor and its Debut of Design Lab 28 Nov. 2015. Phone.
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Music Festivals & Fast Fashion
Code & Theory – Proprietary Analytics and Data Mining Database. Instagram API. N.p., 2015. Web.
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Millennials Luxury Online
Ortved, John. “Is Digital Killing the Luxury Brand?” AdWeek. N.p., n.d. Web. 30 Nov. 2015.
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The Challenge
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Who’s Shopping at Lord & Taylor?not Millennials
18-24* 25-34* 35-44 45-54 55-64 65+0%
10%
20%
30%
40%
50%Lord & Taylor’s Shoppers by Age (%)
*Low Sample SizesMRI+. Lord & Taylor In Last 3 Months: Any. MRI+, 2014. Web. Department, Clothing/Shoes & Specialty Stores - Times Shopped.
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L&T’s Social Engagement Pre-Design Lab
Crimson Hexagon. Lord & Taylor - Social Listen January 2013-January 2015 (Before Design Lab). Crimson Hexagon, 2015. Web.
Posts
20K
15K
10K
5K
0 17 & Below 18-24 25-34 35+
Content Sources289,523 Posts
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What’s In A Name?
Ariel WekslerBrand Director
“A contemporary line already existed in
stores… we just couldn’t
market it… because it was
under 60 different labels.”
Ariel Weksler. Interview with Design Lab Brand Director. The Design Lab Brand. 2 Nov. 2015. Phone.
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Design Lab
March 2015
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Launch Strategy
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Target Audience
Jessica, 26
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Strategy & Messaging
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Tactics
Bea Miller
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Results
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Post Launch Conversation Trends
Topic Wheel Word Cloud
Crimson Hexagon. After Design Lab - Social Listening - April 1st 2015 - October 1st 2015. Crimson Hexagon, 2015. Web.
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Social Media Engagement
Year 2014 Avg.
Jan-15 Feb-15 Mar-15 Apr-15 May-15
Jun-15 Jul-15 Aug-150
5
10
15
20
25Average No. of Twitter Interactions/Month
…Maybe a D?
*Interaction = (Retweets+Favorites+Replies)/Broadcast TweetCode & Theory – Proprietary Analytics and Data Mining Database. Twitter API. N.p., 2015. Web.
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The Possible Disconnect
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Millennials –
“Over 60% of Millennials viewed content positively
when it was customized to their personal interests, was
thought-provoking, and
useful in helping them navigate
their daily lives.”“Only Meaningful Content Will Drive Brand Loyalty Among Millennials | Loyalty360.org.” N.p., n.d. Web. 7 Dec. 2015.
They’re Just Looking for Meaning
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Moving Forward
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Moving Forward –
“One of the values of this line is to be socially compliant… We are also looking to develop that ‘Made in
America’ feel in the future… And an exclusive high-end designer
collaboration.” Ariel Weksler
Design Lab Brand Director
Be Social-ly Conscious
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Being Socially Conscious
…Is Cool
Nielsen. “Global Consumers Are Willing To Put Their Money Where Their Heart Is When It Comes To Goods And Services From Companies Committed To Social Responsibility.” N.P., 7 June 2014. Web.
“Millennials represent 51% of those who will
pay extra for sustainable products,
and who check the packaging for
sustainable labeling.”
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Scarcity & Exclusivity
Kelly MeyersSr. Strategist
“Fast fashion is much more than the production side of things. There is also a
volume play here that creates the
scarcity... If I don’t buy these now
they will be gone in a week!”
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Collaboration with SVILU
“7 Eco-Friendly Fashion Labels to Know Now.” ELLE. N.p., n.d. Web. 7 Dec. 2015.
For those who tend toward a more relaxed,
bohemian vibe, SVILU’s
comfortable silhouettes,
romantic colors, and pretty little details will
likely call your name.
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Shift Perception
Social Sentiment & Engagement
Increase Footfall
Number of Visitors
Increase Visitors to the Site
Number of Retained/Retarge
ted UsersSpend/Visitor
Boost Sales & Reclaim
Market Share
Sales/Sq. FootageRevenue
Objectives KPI’s
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Tactics
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Launches
Anushka KassimDecember 9th 2015