A-List Report

L i s tAn online digital magazine

-

1 EXECUTIVE SUMMARY

2 SITUATION ANALYSIS

3 DEMOGRAPHICS

4 MARKETING ANALYSIS

5 PROPOSAL

6 PROMOTION

7 BENEFITS

8 FUTURE

9 APPENDICES

10 BIBLIOGRAPHY

1 EXECUTIVE SUMMARY

1.1 OBJECTIVES FOR THE FIRST YEAR

1.2 KEY GOALS FOR SUCCESS

1.3 MISSION

1 EXECUTIVE SUMMARY

Accessorize is one of the biggest and most well-known brands on the high-street, but while many of the brand’s competitors are pushing the boundaries of mobile marketing, Accessorize is yet to significantly explore this area.

Many of the customers at Accessorize are young individuals who like to use their mobiles and tablets to browse, shop, and interact more with their favourite brands and Accessorize at the moment are not offering this to them.

Recently Accessorize has launched a new website called A-List offering customers celebrity features, trends and style tips, however this has been poorly promoted and is not optimised to take full advantage of mobile technology capabilities. Accessorize also has a blog and lookbook online, but these are all on separate domains making it confusing for the customer to navigate - providing an obstacle for online shopping rather than a platform for it.

A digital magazine for Accessorize consisting of features from A-List,

the Accessorize blog and Spring/Summer 2013 lookbook would help consumers find everything they want in one place, while providing a convenient and fun way to shop.

This magazine would also include seasonal and topical articles relating to the target audience making it more interesting to read rather than just a catalogue for the brand. The digital publication would be available on the apple newsstand on the iPad and iPhone where anyone would be able to access it.

This report will examine the current marketing strategy of Accessorize and identify the gap in the market that the brand can exploit with the proposed digital magazine.

1 EXECUTIVE SUMMARY

1.1 OBJECTIVES FOR THE FIRST YEAR

• Increase brand loyalty by getting more customers to interact with Accessorize on a regular basis.

• Increase online-shopping on mobile devices.

• To establish Accessorize as an innovative and creative brand at the forefront of mobile technology.

• Expand the customer base.

• Receive a positive reaction from Accessorize customers.

1.2 KEY GOALS FOR SUCCESS

• To produce exciting and engaging articles that will be of interest to all customers.

• For the magazine to be easily accessible and easy to use and navigate.

• To promote the magazine effectively using new and existing marketing channels.

1 EXECUTIVE SUMMARY

1.3 MISSION

A-List Magazine Mission

To produce a digital magazine that encourages customers to engage with

the brand, bringing them entertainment and excitement as well as

convenient online shopping.

Accessorize says its mission is “creativity, a passion for exploration, having

fun and a commitment to both people and product” and that’s how the

digital publication plans to come across.

IMA

GE

TA

KE

N F

RO

M A

CC

ES

SO

RIZ

E.C

OM


2.1 THE BRAND

2.2 SWOT ANALYSIS

2.3 COMPETITORS

IMA

GE

TA

KE

N F

RO

M A

CC

ES

SO

RIZ

E.C

OM

2.1 THE BRAND


Accessorize opened its first store in 1984 in Covent

Garden after the success of accessory sales at Monsoon.

Since then it has expanded nationwide and globally,

becoming one of the most successful stores on the high

street. Accessorize takes its inspiration from the Far East

and trends and styles that are going on within the fashion

industry. The store sells an extensive amount of accessories

such as jewellery, bags, purses, belts, hats, scarves, gloves,

sunglasses, hair accessories, beach clothing and cosmetics.

IM

AG

E

TA

KE

N

FR

OM

A

CC

ES

SO

RI

ZE

.C

OM


2.2 SWOT ANALYSIS

STRENGTHS

• Good aesthetic and sustainability• Many stores across the world. Known worldwide• Good customer service• Widest selection of accessories on the high-street• Good online presence via social media. Have Facebook, Twitter, Pinterest and YouTube• Wide customer base• Good shop locations. For example Stations and airports• Respond quickly to latest fashion trends

WEAKNESSES

• Many consider Accessorize to be expensive• Small shops so can’t stock everything• Crowded stores. Very hard to navigate around the shop if there are many people• Website confusing at times. Hard to find certain items• Hard to find catalogue during mid season• Quality in some accessories considered to be poor• Very hard to shop online through a mobile or tablet device

OPPORTUNITIES

• Expand in M-commerce, making it easier for customers to shop via mobile.• Improve in-store layout so there’s more space• Expand stores• Introduce new products that meet with demands of customers• Offer customers more interaction with the brand

THREATS

• Competition from high-street clothing stores such as Topshop, River Island, Primark and H&M. All offer accessories in their stores• Lagging behind competitors as a result of failing to embrace technology.

Judging by the SWOT analysis for Accessorize, the brand does face threats from its competitors and has weaknesses which can be worked on to improve

the brand.

IM

AG

E

TA

KE

N

FR

OM

A

CC

ES

SO

RI

ZE

.C

OM


2.3 COMPETITORS

Accessorize faces competition on the high-street from brands such as Topshop, H&M, and Primark plus

online from Asos. Although these stores predominately sell clothing, all also sell jewellery, hats, gloves etc.

with a similar style to Accessorize, and sometimes at cheaper prices. Consumers shopping for clothes at these

stores often tend to buy their accessories at the same time – both for convenience and compatibility with an

outfit. This can be seen as a problem for Accessorize and the brand may need to market its products more as

part of an outfit rather than individual pieces (see dress up, dress down feature at 5.2). It could also utilise its

relationship with Monsoon to achieve this.


2.3 COMPETITORS

Accessorize’s high-street competitors also focus a lot more on m-commerce than Accessorize does:

Topshop has its own iPad/iPhone app from which you can buy online, keep

up to date with the latest news and the latest products. They also have their

own print magazine which comes out every month and online magazine

showing the latest style tips and trends.

H&M has an iPhone and android app which features online shopping,

fashion and videos, and a dressing room where customers are able to choose

clothes to dress onto a model and get a better idea on how the products look.

I M A G E S T A K E N F R O M T O P S H O P. C O M

IMA

GE

S T

AK

EN

FR

OM

HM

.CO

M


2.3 COMPETITORS

Asos, being an online store, offers a lot more to its customers than other brands and is seen as

a competitor to many stores on the high street. Asos has its own iPad/iPhone app which you

can shop from, their website is mobile friendly so any phone can access it and they have their

own weekly magazine available on the iPhone and iPad.

Primark Eventhough Primark does not have an online store, they are still seen as a big

competitor to Accessorize due to their cheap on-trend jewellery.

Each of these brands has its own individual method of reaching out to its customer base in a unique way - something that Accessorize is currently

lacking and can improve on.

IM

AG

E

TA

KE

N

FR

OM

A

SO

S.

CO

M

3 DEMOGRAPHICS

3.1 TARGET MARKET

3.2 CUSTOMERS

3.3 CUSTOMER BEHAVIOUR

3 DEMOGRAPHICS

3.1 TARGET MARKET

The target market for Accessorize is fashion conscious young women who want the latest trends without

spending a fortune on designer jewellery and other accessories. Accessorize caters for lots of different ages, but its

core customer is aged 18 through to early 30s.

3.2 CUSTOMERS

There are four main types of customers that shop at Accessorize. These are:

• College/University Student

• Teen

• Older woman

• Mother

3 DEMOGRAPHICS

3.2 CUSTOMERS

• Female• Studies Fashion

• Sociable • No drugs • Friendly

• Keeps up to date with the latest trends • Doesn’t like to spend a lot on jewellery

• Facebook user – likes Accessorize on Facebook and keeps up to date with the latest news.

• Student discount• Likes to keep updated with new collections and items coming

in. • Grazia reader

• Goes in to browse mainly, sometimes shop • IPhone user

• Fashion apps and magazines on phone • Shops online – high street stores

Student

• Female• Magazine reader

• Blackberry• Goes in with friends

• Large group of friends• Likes to be fashionable

• Goes in for a browse. Occasionally buys little things

• Accessorize Gift card for Christmas• Buys presents for friends at Accessorize

• Browses through fashion apps on her mum’s iPhone. Has apps such as Topshop and Asos.

• Loves the stationary and fun pieces of jewellery• Wears accessorize rucksack to school

• Blackberry accessorize cover

Teen

3 DEMOGRAPHICS

3.2 CUSTOMERS

• In late 60s• Buys gifts for children and grandchildren

– needs a place that sells everything• Likes to know what the latest trends are

and what young people are buying• Limited Internet knowledge

• Goes to local stores• Fashionable for her age

• Nokia phone• Likes to treat herself now and again

• Loves her pearl necklaces and silk scarves• Lives in town

• Waits for bus outside shop. Goes in for a browse a lot while waiting.

Older Woman• In her early 30s

• Stay at home mum• 2 young kids• Non-smoker

• Highly influenced consumer• Goes out occasionally on weekends for a night out with

friends• Goes in to look for accessories for kids and herself. • Accessorize has everything she needs in one place.

• Coffee with friends (goes for a browse in shops afterwards)• IPhone user

• Doesn’t like shopping online. Rather click and collect• Shops a lot for her kids and parties they go to. Needs

products to put in goody bags.• Christmas shopping• Middle-class family

• Reads gossip magazines• Bubbly personality

Mother

3 DEMOGRAPHICS


ONLINE

On average, the Accessorize website has between 1.5-2 million visits a month, 25-30 percent of which are

using mobile/tablet devices to access the site. The brand is seeing a rise in mobile and tablet visits to the site

and this is predicted to grow to about 40 percent by the end of 2013. With more and more people

interacting with the brand via mobile devices, it is increasingly important for Accessorize to optimise its

online presence to provide a better experience for tablet/mobile users.

In a recent survey I conducted of 100 people, 80 percent said that they owned a mobile/tablet device that

connected to the Internet and out of these people, 50 percent said that they would shop via an app on their

devices. Most also said that when viewing their favourite brands they go onto their apps to browse and be

entertained rather than just shop. This was also supported by recent research by Mintel which stated that,

‘Women aged under 35, full-time students and parents with young children tend to see surfing the web for

clothing as an enjoyable pastime. These shoppers are also the most likely to spend more when buying

digitally than in actual stores because it doesn’t feel like spending real money.’ (Clifford, 2012)

What consumers are demanding online is something that is accessible and that they can enjoy browsing

through, while retaining the convenience of online shopping.

3 DEMOGRAPHICS


Even though you get many people shopping online, a lot of Accessorize customers prefer to shop in-store.

From the surveys results I gathered many said that they would buy accessories in-store rather than online

because they prefer to see/feel the products in person, find delivery costs prohibitive and find it difficult to

shop via the website.

A digital publication such as the one proposed would provide a gentle introduction to online shopping

for customers currently shopping in-store. Customers would be able to interact with the brand online by

browsing through collections and being entertained without feeling hassled to buy any products.

With in-store customers being introduced to online shopping and existing online shoppers enjoying a new

and entertaining retail experience, the proposed publication works for all customers. Customers who still

prefer to shop in person will still benefit. Not all Accessorize shops offer the same type of products and

don’t stock everything so the magazine would be a way to expose in-store customers to a wider range of

products that Accessorize has to offer.

IN-STORE


4.1 SOCIAL MEDIA

4.2 ONLINE CONTENT STRATEGY

4.3 TARGET MARKET

4.4 SWOT ANALYSIS

4.5 PROMOTION OF A-LIST


4.1 SOCIAL MEDIA

Accessorize engages with its customers on a variety of social media platforms, bringing them the latest news, special offers and product promotion through sites such as Facebook, Twitter, Pinterest, YouTube and Instagram.

Facebook is a way for Accessorize to communicate to its customers, not just in the UK, but globally. It’s a way to keep the customers updated with the latest products, trends and competitions that are going on within the brand. The target audience for Accessorize on Facebook is more geared at ages between 18 to 24, the age range that uses social media the most. Accessorize are fairly active in updating their Facebook page and encourage customers to interact via comments, likes and messages.

Accessorize’s Twitter page provides the opportunity for the brand to participate in a two-way conversation with its customers. Customers can discuss any problems they might have, usually with the products, and post any feedback on items. Accessorize is highly responsive to its customers and use Twitter well as a customer service tool.

Accessorize’s PR department has its own Twitter page which talks more about celebrities and articles where products have been featured.

IMAGE TAKEN FROM FACEBOOK.COM/ACCESORIZEUK

IMAGE TAKEN FROM TWITTER.COM/ACCESSORIZE


4.1 SOCIAL MEDIA

With Pinterest, Accessorize shows things such as the latest trends, celebrities wearing Accessorize products, and photos from recent lookbooks. This isn’t updated as regularly and is not known to many of the Accessorize customers.

Accessorize also has a YouTube channel which is shared along with Monsoon, though most of the videos on there are of Monsoon and not Accessorize. The only one relating to the brand is a behind the scenes video of Kate Upton for Spring/Summer 2013.

Instagram is another social media platform that Accessorize uses, but the Accessorize page is virtually impossible to find and has failed to be promoted in any way.

IMAGE TAKEN FROM TWITTER.COM/ACCESSORIZE

IMAGE TAKEN FROM PINTEREST.COM/ACCESSORIZEGB


4.1 SOCIAL MEDIA

Accessorize has a newsletter which it sends out to customers that sign up for it. This email features material such as the latest products, trends, any competitions the brand might have and features that appear on A-list.

Accessorize does communicate to its customers well through Facebook and Twitter and has tried to get involved in other social media, but compared to its competitors is still lacking (see competitor analysis in section 2.3). Facebook and Twitter allow users to access any brands, not just Accessorize, and therefore these tools are limited in their ability to drive brand loyalty. This is why so many of Accessorize’s competitors have created their own apps, their own platforms on which they can communicate with their customers more exclusively.

IMAGE TAKEN FROM CUSTOMER EMAIL


4.2 ONLINE CONTENT STRATEGY - A-LIST

A-List is a new site, which Accessorize has created showing seven main features for customers to look at. These are the five hot trends happening at the moment, Celeb Q&A, Celeb style, styled by, Most Wanted, What’s trending-top ten gifts to give and the Accessorize blog.

With A-list, the customer is able to shop straight from the website by simply clicking on a product they like. It will then take you to that product to buy on the Accessorize webpage.

A-list is updated each season and is available online on the Accessorize website.

IMAGE TAKEN FROM ACCESSORIZE-A-LIST.COM


4.2 ONLINE CONTENT STRATEGY - ACCESSORIZE DIGITAL DIARY

The A-list blog, also known as the digital diary, is updated a lot more regularly than A-list to provide day to day coverage on Accessorize, styles, get the look, beauty and competitions.

You can access this blog through A-List where it takes you to a separate site purely just for the blog.

Accessorize also has a lookbook online showing its new collection for Spring/Summer 2013. Customers are also able to shop from here but it can be quite confusing to find the right product due to disorganised navigation.

This magazine is available on issuu, a website for online magazines.

4.2 ONLINE CONTENT STRATEGY - SPRING/SUMMER 2013 LOOKBOOK

IMA

GE

TA

KE

N F

RO

M A

CC

ESS

OR

IZE

BL

OG

.CO

M

IMA

GE

TA

KE

N F

RO

M I

SS

UU

.CO

M


4.2 ONLINE CONTENT STRATEGY

Accessorize’s online content strategy is relatively new and represents a positive step in providing customers

with the engaging and entertaining experience that they expect. However all these sites can be worked on

to make them more practicable and usable for the customer. A-list, the blog and lookbook are all currently

on separate domains, often serving to steer customers away from the online store rather than towards it.

What’s more the content being spread across several domains makes it confusing and hard to navigate if on

an iPhone or tablet.

4.3 TARGET MARKET


The target market for A-list, the blog and the lookbook are similar to Accessorize’s social

media sites which are women aged from around 18 to 24. These are the people that go online

a lot more than other customers and that would be interested in content like this.

‘These consumers see browsing and buying fashion online as a form of entertainment, and

show the greatest interest in incorporating both smartphones and social media into how

they shop for clothing’ (Clifford, 2012)


4.4 SWOT ANALYSIS FOR ONLINE CONTENT

STRENGTHS

• Show the latest trends• All features are good and provide you with some interesting information.• Can shop from A-list and lookbook• Blog is updated regularly • Shows you the latest must-have pieces• Associates the brand with current and popular celebrities

WEAKNESSES

• Layout not the best (still new though)• A-list doesn’t look like it has anything to do with Accessorize. Style completely different to style of the brand.• Celeb Question & Answer and Celeb Style not as strong as they could be. Very limited questions• Too many windows pop up. All content is held on several domains making it hard to navigate around when using mobiles or tablets.• Not all features are interactive. Top ten gifts feature would be quite helpful but doesn’t let you click into it. Have to wait for images to cycle through if you want to view all gifts.• Not promoted as well as it could be. Nothing mentioned in-store.

OPPORTUNITIES

• Still very new so has space to improve• Could be promoted a lot more. In-store and online bringing more people to the website.• Make it easier for the consumer by having everything in one place.• Producing an app or digital magazine combining all of these together to help customers navigate the content more easily whilst also shopping in an enjoyable way.

THREATS

• Competition from other high street stores. All have their own apps and online presence. For example, Topshop has an app and printed magazine, Asos – digital magazine; River Island, H&M and New Look all have apps.• The separated content could result in customers finding it too frustrating and confusing and not returning to these sites.• Lack of promotion and no one knowing A-list is there.


4.5 PROMOTION OF A-LIST

ONLINE

A-list has featured on the Accessorize website, newsletter, Facebook and Twitter but has not been

launched correctly. Features and articles from A-list have been posted, but A-list itself has not been

fully explained. As a result, customers may enjoy the articles as a one-off but may not be aware that

the site will have more to offer them going forward.

IN-STORE

In store there has been no promotion for any of these websites. The Lookbook is available in

printed form in store but is only available for a short amount of time.

IMAGE TAKEN FROM NEWSLETTER ON CUSTOMER EMAIL

5 PROPOSAL

5.1 TARGET MARKET

5.2 THE MAGAZINE

5.3 INTERACTIVITY

5.4 LOCATION

5.5 COST SUMMARY

5.6 COMPETITIVE EDGE

5 PROPOSAL

To create a digital magazine for Accessorize that combines the best of A-list, the accessorize blog and the lookbook with fun, interesting and exclusive lifestyle articles relating to the target audience (see 5.1).

The digital magazine will be available initially as an app for iPad and iPhone, and contain interactive content to enhance the experience of browsing and shopping for accessories.

But while the reader will be able to shop quickly and effectively straight from the magazine, there will also be a mix of non-sales content throughout to ensure it does not feel like they are simply reading a brochure.

Giving the customer the best of both worlds – convenient shopping and subscriber-friendly lifestyle content – means that the publication can help to generate online sales in the short term, and increase brand awareness/loyalty in the long term.

‘Applications and websites tailored to smartphones and iPads are becoming a must-have for fashion brands and retailers, and those which lag behind will forfeit a substantial generator of sales’ (Clifford, 2012). OWN IMAGE

A-LIST MAGAZINE

5 PROPOSAL

5.1 TARGET MARKET

Like the current A-list website and Accessorize’s Facebook page, the proposed digital publication will be

targeted at females aged between 15 and 25. From a recent survey, results showed that most people using

phones and tablets to browse and shop for fashion were in this age bracket.

Another reason for choosing this target audience is that older customers typically prefer to read a magazine in

print rather than digitally. Aiming it at a younger audience will bring more young customers to the brand and

ensure that they see Accessorize as being at the forefront of high-street accessory fashion.

5 PROPOSAL

5.2 THE MAGAZINE

Front Cover

Advertise-

How to use this issue

Inside A-list - Contents

Page

Editors letterAccess all

areasWorking

the summer trends

Ibiza/Neon trend

Advertisement

Floral trend

Advertisement

Indian Traveller

The Elgin Avenue

Monicas style

Advertisement

Summers Hidden Gems

Summers Hidden Gems

Advertisement

Dress Up Dress down

How-to How-to Exam Article Exam ArticleKate Upton

ArticleKate Upton

Article

Advertisement

Most- Wanted Instagram Advertisement

Festival Fashion Article

Festival Fashion Article

Advertisement

Whats trending

Advertisement Advertisement

Celeb StyleLittle Mix

style

Millie Mackintosh

style

Accessorize Home

Accessorize Home

Accessorize Home

Wedding Article

Advertisement

The A-list Hot List

The A-list Hot List

Competition Back cover

Festival fashion

interactive page

Interactive page

MAGAZINE FLAT PLAN

Features of the magazine

The first issue of the proposed magazine includes many of the features from the A-list website, features from the blog and advertisements from the lookbook. The features chosen for this issue are all relevant to the time of launch of A-list magazine.

5 PROPOSAL

5.2 THE MAGAZINE

Articles

These articles have been added into the magazine to make it more interesting and engaging for the readers. Many are lifestyle articles which relate to the target audience and can therefore be enjoyed by all young women regardless of their relationship with Accessorize.

• Access all areas What everyone’s been tweeting, facebooking and pinning. Keeping the customers up to date with what’s happening at Accessorize and encouraging them to keep interacting with the brand.

• Dress up, Dress down Wear one outfit this summer to glam up during the evening or dress down during the day. A cheaper way for customers to wear one outfit with different accessories. This article helps to promote Accessorize as a high-street store that can provide not only stand-alone jewellery, but also entire summer outfits.

• Exam Stress With May and June being a crucial time for many of the readers - students in school, college and university take their exams around this time, it was essential that an article was written about it. This article is about methods to de-stress and fun ways to study and relax. This page also features soundtracks to help you relax and help you get going.

• Kate UptonThis article introduces Kate Upton, the new face for Spring/Summer 2013 for Accessorize.

• Summer’s Hidden GemsWith many people going away during the summer holidays, it’s time to start thinking where. This article shows four holiday destinations to go to this summer - Anjuna, Sayulita, Paxos and Taba Heights and gives the customer some information on prices, the best time to go and any other details they might need to know by simply clicking on the link if they are interested. While not a sales article, this content aims to encourage readers to associate Accessorize with summer holidays – making the store an obvious choice for essential summer items.

• Festival FashionFestival Fashion shows the latest festival styles of the summer, what festivals will be on and who will be performing at them. From this page, the customer will also be able to book any last minute tickets if they are available.

• Accessorize Home A look at the new collection of bedding for Accessorize and ways to beautify your bedroom.

• Wedding guest tips During the summer time, you not only get people going on holiday and to festivals, but also to a lot of weddings. This article talks about the do’s and don’ts of being a perfect guest.

• The A-list Hot ListThe 10 hot things to do during the months of May and June. Listen to new albums, watch the latest films, theatre shows and concerts, and visit new restaurants.

5 PROPOSAL

5.2 THE MAGAZINE

5 PROPOSAL

5.3 INTERACTIVITY

Interactivity and animation has been included into this digital publication, making it more entertaining for customers when shopping and browsing online. “Fashion retailers need to find innovative ways to connect with their audience via apps on their mobile phones and tablet devices, by creating, interactive elements”(Sender, 2012) that will engage customers and absorb them into the magazine.

On the first page, it shows the reader how to navigate their way through the magazine and how to use some of the features displayed.

When flicking through the magazine, readers will come across interactivity such as videos on the pages. The reader will simply be able to click on the video where it will then play. They can click again to stop the video.

Other interactivity will be things such as animated photos and text popping up. The reader can also click on any links and it will take them to that link such as clicking on book tickets, shop the trend, and find out more.

OWN IMAGE

OWN IMAGE

5 PROPOSAL

5.3 INTERACTIVITY

These interactive elements bring the magazine to life and create greater opportunity for the brand to showcase its products in the best light.

Customers will be able to share the magazine easily via social media or email, which will help to bring the publication to a wider audience. Readers can also save their favourite pages to their newsstand library for quick access later on. The magazine as a whole will also be saved onto the library even when new issues come out, so customers will still be able to read back through previous issues.

The reader will also be able to shop on the magazine by clicking on any product and adding it to their shopping bag.

Other features will include a zoom facility allowing the reader to pinch the screen to zoom in and to zoom out for a closer look at products. The reader will be able to also click on images to enlarge them.

OWN IMAGES

5 PROPOSAL

5.4 LOCATION

The digital magazine will be available as a free app on an iPad or iPhone, which can be downloaded from the app store (the version for the iPhone would have to be adapted to fit the screen). It will then appear on the apple newsstand where you can open the app and download the latest A-List issue. The app will notify you whenever there is a new issue out by sending you a push notification unless you subscribe in which case the new issue will automatically download.

OWN IMAGES

5 PROPOSAL

5.5 COST SUMMARY

Costs for creating the A-List app will be taken from Mag +, a plug-in for InDesign used for creating apps for tablets and mobile devices.

Costs will be: £1969.79 per month

This price includes:

• Unlimited apps• Unlimited devices• Unlimited Issues

Features that would be available on the iPad would be:

• Publish as many issues• Sell subscriptions outside app store• Push Notifications – notify you when there’s a new issue.• Social Sharing: Facebook, Twitter and email• Full support for hotspots, video, audio, HTML, links and popups• Built in audio playlist• Automatic dual orientation• Fully customizable app menu• Marketing tools: Compatible with built-in app marketing tools.

• In-app store with customizable banners: plus in-app library with issue archiving.• Instant review on iPad, iPhone, Android Tablets and Kindle Fire.• Able to publish to additional devices and add the same app to devices such as the iPad, iPhone, Android tablets, Android smartphones and Kindle Fire.

TeamIn addition to the above costs, a number of work hours will be required. However, production of this magazine would only need a small team of people, divided into four different areas of expertise:

• Graphic/layout designer• Research analyst• Writer• Editor

A-List will come out every two months so this would give plenty of time for the Accessorize team to create the magazine in-house.

In creating this magazine, Accessorize will take its m-commerce to a new level, delivering an interactive and engaging experience that pushes ahead of its industry competitors.

Where stores like H&M, Topshop and River Island use their apps solely to communicate with existing customers, Accessorize’s digital magazine will have wider appeal due to the inclusion of topical, non-sales content.

Far from being just a catalogue, the magazine is something that can be read and enjoyed by anybody within the target market – including consumers who may normally shop elsewhere for their accessories.

This will give the brand an advantage, helping to convert more new customers while also meeting the technological demands of existing ones.

5 PROPOSAL

5.6 COMPETITIVE EDGE

6 PROMOTION

6.1 LAUNCH

6.2 IN-STORE

6.3 SUBSCRIPTION

6.4 SOCIAL MEDIA

6.5 NEWSLETTER

6 PROMOTION

Promotion for the A-list magazine will be via social media, in-store and by Accessorize newsletters. There will also be a launch event in Accessorize stores, where customers will be able to come and view the new magazine and browse through it. Another launch event will take place at the Accessorize head office for people within the fashion industry.

6.1 LAUNCH

A-List will launch on the 1st of May 2013. There will be a small event held at the Accessorize head office where bloggers, editors and influential industry professionals will be invited allowing them to see the new publication and ask questions.

A-List Launch Party

We’re celebrating the launch of our new digital magazine with a little party for fashion’s A-Listers.

The launch party will take place at Accessorize HQ, 1 Nicholas Road London, W11 4AN, on the 1st May 2013.

Come and check out the magazine for yourself, and enjoy an exclusive look at our latest collections with a glass of champagne.

See you soon!

Accessorize

OWN IMAGES

6 PROMOTION

6.2 IN-STORE

During this week of launch, the magazine will be shown in flagship stores around the

UK, where customers will be able to browse through the magazine on temporary iPads

installed for this purpose.

Stores that don’t show the magazine will still have promotional materials to make all

customers aware of the launch.

IntroducingOur new digital publication for iPad and iPhone!Packed full of celebrity style, trends and fashion tips, exclusive features and fab

competitions

Shop the latest collections straight from the mag!+

Subscribe to our digital publication and get 20% off

in-store and online!

OWN IMAGE

6 PROMOTION

6.3 SUBSCRIPTION

Once the customer downloads the magazine they have the option to subscribe. By subscribing, they will receive a 20%

discount to use in store or online. The customer will receive an email welcoming them to the new A-list magazine and

including the discount code, which can be inputted online or shown at the checkout in-store.

6.4 SOCIAL MEDIA

A-List will be promoted through regular social media activity, as the target audience

of the magazine matches well with the target audience of Accessorize’s Facebook and

Twitter pages. Regular posts will be put on both sites, promoting individual articles

from each issue, helping to promote the magazines content and getting a wider

audience to read it.

The Elgin AvenueBlogger Monica Welburn talks about the latest trends and her style inspiration

KATE UPTONThe new face of Accessorize for Spring/Summer

2013

Top trends for

Summer 2013

The best kept secret destinations (and your 6 suitcase essentials)

May/June 2013- L i s t

HIDDENHOLIDAYGEMS

FESTIVAL FASHION

5 HOTTEST FESTIVALS OF THE SUMMER

~ CELEB STYLE ~ GIFT ID

EAS

~ SUMMER ESSENTIA

LS

~ W

IN A GIFT CARD

IntroducingSubscribe to our

digital publication and

get 20% off in-store and

online!



2013

Top trends for

Summer 2013



HIDDENHOLIDAYGEMS

FESTIVAL FASHION



EAS

~ SUMMER ESSENTIA

LS

~ W

IN A GIFT CARD

Our new digital magazine for iPad and iPhone!

Packed full of:

• Celebrity style

• Trends and fashion tips

• Exclusive features

• Fab competitions.

Shop the latest Accessorize collections straight from the mag!+

OWN IMAGE

6 PROMOTION

6.5 NEWSLETTER

Accessorize sends a regular email newsletter to its customers. This newsletter can be

used to promote the magazine, notifying customers whenever there is a new issue. It

will also highlight content from the magazine and explain how and where to access it.

OWN IMAGE

16/04/2013 16:56Outlook Print Message

Page 1 of 2https://snt123.mail.live.com/mail/PrintMessages.aspx?cpids=a95e…3fa,m&isSafe=true&FolderID=00000000-0000-0000-0000-000000000001

Bags fit for a princess + the occasion edit

From: Accessorize ([email protected]) This sender is in your safe list.Sent: Wed 4/03/13 7:54 AMTo: [email protected]

If you are having trouble viewing this email please click here



2013

Top trends for

Summer 2013



HIDDENHOLIDAYGEMS

FESTIVAL FASHION



EAS

~ SUMMER ESSENTIA

LS

~ W

IN A GIFT CARD



2013

Top trends for

Summer 2013



HIDDENHOLIDAYGEMS

FESTIVAL FASHION



EAS

~ SUMMER ESSENTIA

LS

~ W

IN A GIFT CARD

IntroducingOur new digital magazine for iPad

and iPhone!

Packed full of:

• Celebrity style

• Trends and fashion tips

• Exclusive features

• Fab competitions.

Subscribe to our digital publication and get 20% off

in-store and online!

Shop the latest Accessorize collections straight from the mag!+

From: Accessorize ([email protected]) This sender is in your safe list.Sent: Wed 5/01/13 7:54 AMTo: [email protected]

Our new A-List magazine + feautures

Work the Summer Trends

Shop the latest trends >

View the feature on our new magazine!

Download the free app >

ENTER NOW >

This season’s must-have piece!

READ THE FEATURE >

7 BENEFITS

The proposed digital magazine would bring a number of benefits, both for the Accessorize brand and its customers.

Firstly, it would satisfy the growing number of young people who wish to interact with their favourite brands via mobile apps, ensuring that these customers are not driven away to other more mobile-friendly stores.

It also provides a fun and exciting new way to shop online, giving more context to products and helping people to feel good about their purchases.

The magazine will also help to bring Accessorize’s current online content to a wider audience It will make the features from A-List and the blog more readable on the move, and solve the navigation problems of having content spread across separate domains.

The lifestyle articles, exclusive to the magazine, meanwhile provide an opportunity to reach out to a new set of customers altogether. This content can be enjoyed by anybody, even if they never shop at Accessorize, just by having the app on their phone or tablet it will increase their awareness of the brand.

OWN IMAGE

8 FUTURE

Once the A-List magazine has become more established, it could be expanded to other countries and onto more mobile devices to make it more accessible for all customers.

After seeing how the magazine performs in the first year, the frequency of publication can be re-evaluated - whether it will continue to come out every two months or change to once a month. If the frequency remains the same, more features could be added to the newsstand app to ensure users still have something to entertain them in between issues.

The Accessorize blog could be moved onto the app, and a reward scheme could be added as well - as many customers are asking for this. Monsoon has its own reward scheme app and Acccessorize would benefit by having one as well.

There could also be a possibility to have the magazine published in print and available in-store. Some mobile interactivity could possibly be used with the print magazines for customers that have mobile devices but prefer to read in print. For example, they would still be able to buy online just by scanning a code from a magazine page for a product. Regardless of changes to the A-list magazine app, it is essential that it remains free for the customers to enjoy and browse.

9 APPENDICES

• http://www.surveymonkey.com/s/HZ9LDZ3

Accessorize Stores

• Birmingham - Bullring • London - Covent Garden, Oxford Street, Westfield Stratford• Farnham• Epsom• Guildford – Friary and High-Street• London Waterloo Station

High-street apps on the iPad/iPhone

• Topshop• River Island• New Look• H&M• Monsoon Reward Card• Asos• Asos Fashion Up

10 BIBLIOGRAPHY

Accessorizehttp://uk.accessorize.com/

Accessorize Bloghttp://accessorizeblog.com

A-Listhttp://accessorize-a-list.com/

Asoshttp://www.asos.com/

FacebookFacebook.com/Accessorize

H&Mhttp://www.hm.com/gb/

MintelClifford, Emma. (2012). Executive Summary: Fashion Accessories.http://academic.mintel.com/display/629244/?highlight=true

Clifford, Emma. (2012). Issues in the Market: Fashion Accessories.http://academic.mintel.com/display/629244/?highlight=true

MintelSender, Tamara. (2012). Executive Summary: Fashion Online.http://academic.mintel.com/display/590053/?highlight=true

Sender, Tamara. (2012). Issues in the Market: Fashion Online.http://academic.mintel.com/display/590053/?highlight=true

Monsoonhttp://uk.monsoon.co.uk

Pinteresthttp://pinterest.com/accessorizegb/

Topshop

http://www.topshop.com/

TwitterTwitter.com/Accessorize

TwitterTwitter.com/AccessorizePR

L i s tAn online digital magazine

-

Roksana Divsalar, 0901201EFPI6001: Concept Research and

Implementation of a Major Project 12/13

Documents

A-List Report