Marketing Kit

Marketing Kit

2

Marketing Kit

Contents

A vision for .MODA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Introducing .MODA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Market & Audience Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

Premium Domains . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

Messaging & Taglines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

Creative Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Graphic Identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Ad Concepts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Audience Engagement and Social Media . . . . . . . . . . . . . . . . . . . . . . . 11

Ad Concepts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Blog content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Tweets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Email . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Contact Us . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13

Marketing Kit

3

Marketing Kit

A vision for .MODA

Fashion has always been big business, and these days a huge amount of that

business has moved online. From virtual shop windows, to news, reviews

and who’s whos, the world of fashion and those who populate it spend as

much of their time watching the web as ogling the catwalk. .MODA is an all-

encompassing, fashion industry term turned online address, poised to become

the fashion capital of the world. Bringing together designers, manufacturers,

retailer and customers in one place – to exchange ideas, share creations, make

deals and spread the wonderful word of fashion.

Introducing .MODA

Style may always be in fashion but fashion has never been bigger business. The

growth of reality TV competitions and the rise of social media have created

a boom in the business and a renewed enjoyment of fashion. America’s Next

‘Whatever’ on the one side and user-generated, saving and sharing content

websites like Pinterest on the other, have fanned the fashion flames. Celebrity,

design, interior design and related areas like beauty, health and fitness have all

also seen a renaissance in fashion. Social media’s growing role in the established

fashion shows, such as Milan, New York, London and Paris, combines with this

grassroots interest to help raise the profile of all things .MODA even further.

The big fashion shows were once solely the domain of the super rich and

the super powerful. We’d all have to wait for the photographs to filter down

through the fashion titles. Today, with the rise of social media, the cache of the

top fashion bloggers has risen almost to the heady heights of the big magazine

editors of old. They not only get the front - live streaming - seats, they share

them almost instantly with us across a host of social media services like,

Twitter, Instagram, Vine and Pinterest, to name but a few.

Add to this the latest, most powerful label in fashion: the hashtag. Brands have

grabbed hold of hashtags and use them as a powerful tool to tap into a bigger

crowd and to build a buzz around their campaigns. Hashtags are multi-purpose

and can also be used to aggregate and curate content created and shared by

their fans. No surprise, that hashtags in particular – and social media in general

– stole the show at this year’s New York Fashion Week.

Go where fashion sits online: .MODA

Moda is a fairly unique and all-encompassing term. It means fashion in Spanish,

Italian, Portuguese, Turkish and Polish. It’s also similar to the word for fashion in

Marketing Kit

4

Marketing Kit

many other languages (mode in French, for instance). If you’re in the rag trade,

regardless of what language you speak, it will be a familiar term, especially

amongst English, German and French-speaking fashionistas.

Let’s face it, .MODA’s going to be all the rage

Regardless what area of the fashion business your work in, .MODA is where

all the designers, retailers, wholesalers, manufacturers, brand owners,

photographers, event organisers, models, agents, hair, make-up artists and fans

hang out online.

It’s like being able to bag much sought after front row seats at London, Paris,

Milan and New York Fashion Weeks all rolled together into one permanent,

virtual venue. Yes, .MODA translates directly from Spanish, Italian and

Portuguese, but the word itself is as recognisable to people in the business, and

to those who love fashion, as the word Paparazzi is to celebrities.

Prêt-à-Porter

Even taken in isolation, the Spanish-speaking market is massive, with fashion

and clothing already a huge online conversation. With .MODA being a very

specific TLD, it should have a large uptake amongst existing retailers and trade

professionals already online.

Make a bold statement with a .MODA domain:

• Identify your brand as part of the international fashion community

• Show consumers and professionals the types products and services you

support

• Stand-out in a competitive and diverse industry

• Set your brand apart from other design professions

• Respond quickly to tastes and trends across the world

Marketing Kit

5

Marketing Kit

Market & Audience Overview

The new .MODA TLD will attract:

• Organisations and individuals associated with fashion and the fashion

industry

• Fashion and footwear retailers and wholesalers

• Fashion and footwear manufacturers

• Fashion designers

• Fashion-related publishers, content and programming producers

• Fashion photographers

• Fashion-centric educational programs

Marketing Approach

We will start with Europe, Brazil and Argentina due to size, wealth and online

penetration. We can target retailers through fashion-related trade associations,

manufacturers through fashion-related trade associations. We will then target

fashion designers and design students as well as small and unaffiliated retailers.

Partnering

We will also partner with, and market through national, regional, international

and professional trade organisations and associations.

Key Proposed Marketing Initiatives

FOUNDERS PROGRAM

We will promote the launch of .MODA by offering free domains to the leading

Spanish and Italian design houses. Recipients must use the domain as their

primary web address or for significant branches of their business.

OUTREACH PROGRAM - FASHION BLOGGERS

We’ll contact key fashion bloggers in Spain, Italy, Brazil and the US to discuss

the launch of .MODA

ADVERTISING

We’ll advertise and retarget on Spanish, Italian and Portuguese-language

fashion blogs and fansites, as well as fashion trade websites in English and

native languages.

Marketing Kit

6

Marketing Kit

Premium Domains

Premium .MODA domains are a major opportunity with search aggregation,

shopping engines and price comparison sites for fashion all drawing in traffic.

Examples:

LOCATION + MODA

Top fashion cities and top metropolitan areas: nyc.moda, milan.moda,

paris.moda london.moda, tokyo.moda, madrid.moda, rio.moda

PRODUCT + MODA

Top fashion categories and commerce: shoes.moda, dress.moda, coats.moda,

suits.moda, ties.moda, scarves.moda, eyewear.moda, sale.moda,

discount.moda, buy.moda

CULTURE + MODA

Top cultural terms: indian.moda, french.moda, italian.moda, wedding.moda,

dance.moda, formal.moda, party.moda

Messaging & Taglines

The new .MODA TLD should convey a professional focus. Adopters of this TLD

will, in the main, be professionals or commercial enterprises in the fashion

industry, as well as über keen fashionistas and fashion bloggers. Audiences

visiting .MODA sites, on the other hand, will be largely consumers – whether

fans of fashion and or clothing purchasers.

Retailers

Showcase your latest fashions and bring in new customers

Attract clients with a passion for fashion with a .MODA domain

Get a designer domain for your fashion business with a .MODA domain

Cut a dash in fashion with a .MODA domain

The .MODA TLD is instantly recognizable as the place for selling clothing and

accessories

Marketing Kit

7

Marketing Kit

Manufacturers

Align yourself with the fashion industry and connect with retailers

Pin yourself to the fashion industry with a .MODA domain

Reach out to retailers with a .MODA domain

Get on the rails with a .MODA domain

Be timeless and trendy with a .MODA web address

Designers

Promote your newest fashion line with an international audience

Get your collection seen with a .MODA domain

Show your passion for fashion with a .MODA domain

Build a designer business with a .MODA domain

The .MODA TLD is about the design that matters most to you

Fashion-Related Publishers & Content:

With a .MODA web address, your brand is timeless and trending

Marketing Kit

8

Marketing Kit

Creative Assets

Logo

Adobe Illustrator and PNG files available.

Graphic Identity

COLORS

C ��� �� � M � �� ��� �

Y � �� � �� �� � K ����

R � � �� � �� � �� � G � �� � �� � �� �

B � �� �� � � � HTML � � � � � � � � �� � �� � �

Marketing Kit

9

IMAGERY SAMPLE

MaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMaMarkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrkrketetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetetinininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininininining g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g KiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKiKittttttttttttttttttttttttttttttttttttt

FONTS

Alternate HeadingSUBHEAD

Europa, Light

Paintcans

Europa, Bold

Europa, Light

10

Ad Concepts

Marketing Kit

11

Marketing Kit

Audience Engagement and Social Media

Ad Concepts

RETAILERS

Build your clientele with a .MODA domain

Show them whose labels you wear online.

Click here to start

MANUFACTURERS

Be industry chic with a .MODA domain

Reach a wider audience of retailers with a fashionable online address.

Click here to start

DESIGNERS

Follow the new pattern for better business with a .MODA domain

Give yourself a designer online identity.

Click here to start

Blog content

The Fashion Revolution will be Socialised

First, music and movies, and now fashion. Yes, fashion has joined the list of

industries utterly revolutionized by the Internet – and its only just beginning

to realize. Back in the day, what was ‘in’ was dictated by the fashion houses

and passed downwards from extravagant designer wear, through main street

shops to large department stores and the public at large. The powerbrokers of

the industry were the fashion magazines, and editors were the kingmakers and

kingbreakers.

The Internet changed all of that. First of all, the fashion houses can now introduce

their collections through social media to the widest possible audience. Smaller

designers, who once would have struggled to reach thousands, can now find

millions in minutes. The same too is true of grassroots fashion. Sites like ETSY

expose the public to individual collections – and those designs can be shared

through any number of social media websites.

Where’s it all going? Well, Google ‘fashion’ and ‘social media’ and you see

hundreds of articles discussing this watershed in the industry: how New York

Marketing Kit

12

Marketing Kit

Fashion Week 2014 was as much about social media as schmoozing the Anna

Wintours of this world. People power is taking charge of fashion, and fashion

has never been more social. And .MODA is perfectly poised to be the place to

take this revolution to the next stage.

Tweets

RETAILERS

Set up your stall where the retailers shop with a .MODA domain. Click here for

more

MANUFACTURERS

Find a better collection of retailers with a .MODA domain. Click here for more

DESIGNERS

Show off your passion for fashion with a .MODA domain. Click here for more

Email

RETAILERS

SUBJECT:

HEADLINE:

BODY:

Fashion lovers love shopping at .MODA

Fashion just found an online storefront

Want to reach out to the most passionate fashionistas in the

world? A new .MODA domain is the new home of fashion

online. It’s where your customers – old and new – can find you

and search your collections for the must haves and wanna

haves. It’s the new best way to open your shop on every street

in the country.

To start, click here now.

MANUFACTURERS

SUBJECT:

HEADLINE:

BODY:

Retailers shop at .MODA

Go where fashion sits online

Retailers shop at .MODA. It’s the new online home for discerning

fashion businesses looking for the latest designers and coolest

designs. What’s in this season? Let them find out faster at your

new .MODA domain. It’s where fashion lives online.

To start, click here.

Marketing Kit

13

Marketing Kit

DESIGNERS

SUBJECT:

HEADLINE:

BODY:

Cut a dash with a .MODA domain

Fashion’s found a new market online

Show off your latest designs to the wider fashion world with

a .MODA domain name and email address. It’s where brands

shop for new designers and your clients go to see what’s hot.

The new .MODA domain is the home for fashion and fashion

lovers on the Internet.

To start, click here now.

Contact Us

For more information, shoot us an email at:

info@rightside.cothank you!

Rightside and the Rightside logo are trademarks of Rightside Group, Ltd. in the United States and/or other countries.

© 2014 United TLD Holdco, Ltd. t/a Rightside Registry. All rights reserved.