By: Pia Talwar

NEW MEDIA FINAL

ABOUTAlice & Olivia is a sophisticated, yet eclectic brand with a playful sensibility which epitomizes the personality and quirky style of its founder Stacey Bendet. The brand offers clothing from party dresses, embellished tops, mini skirts, leather leggings, shoes, handbags accessories and more.

New York based & has 800 stores in 50 countries including U.S., Japan, China, Kuwait, Qatar, Singapore, Taiwan & UAE.

Their pants gained immediate popularity because of their mindful design. They are cut slim at the hip to create the illusion of elongated legs and a lean silhouette. It grew to a full lifestyle brand collection including ready-to-wear gowns, shoes, tech accessories and newly launched handbags.

Mission Statement

Inspiration Behind A&O creations: “Stacey incorporates her love of culture, music, art and vintage fashion into each collection, and gives something fresh and edgy to the Alice & Olivia girl every season.”

Online ActivityPR EFFORTSPR updates are not consistent in sharing information to the

general public. After signing up for Google Alerts. I haven’t been receiving many updates about them.

Online ActivityA&O frequently posts mix of event promos, lifestyle, quotes

ONLINE ACTIVITYA&O frequently posts mix of event promos & lifestyle

A&O + Neiman Markus Coachella

Show

https://www.youtube.com/watch?v=NC53f4p2nXs

Online Activity A&O frequently posts mix of event promos, lifestyle & celebrity sightings

Online Activity

Online ActivityCelebrity spotting, lifestyle, putting together looks, inspirational posts. Not as frequent as

FB & Twitter

Online ActivityVery few infrequent posts on lifestyle & inspirational quotes. No brand promotions

Customer ServiceA&O Facebook Post: Asked about a specific top they posted on 3/18. The photo shows the model wearing a sweater & announced that the piece will be released in stores in 2 weeks. I left a comment the same day around 3 p.m. & asked if the top will also be available online and when?

Response: On 3/19 around 4 p.m. saying, “Hi Pia, yes it’s coming in a few short weeks. Reach out to customercare@aliceandolivia.com to get on the waitlist.

Customer Care Email: Asked about the same piece on 3/18 around 3 p.m.

Response: Only 20 minutes later - “Thank you for your e-mail. The Grateful Dead collection will be available on the website as well as in the stores. This collection should be available around the beginning of April. Please let me know if you have any additional questions.”

A&O Customer Service doesn’t seem to be too involved with their customers through social media as much, but if they receive a direct email, they are very quick to reply.

Brand AnalysisOverall: Website is easy to navigate and scroll through for customers to shop.

Easy click through tab selections of New Arrivals, Must-Haves, Clothing, Dresses, Accessories, Sale, Collections, as well as get to know the brand in their World of A&O section.

Shoppers can search for an item if they are looking for anything specific, or narrow down their choices by size, color or price.

Bottom of every page: sizing chart, store locator, customer care, site map and customers can access their account.

Links to Twitter, Facebook, Pintrest, Instagram, Tumblr, Google + & email are easily spotted at the bottom of every page.

Gives suggestions such as shoes & accessories that the customer might be interested to complete the look.

Shoppers can hover over the shopping bag icon to see how many & what items they have in their bag.

Brand AnalysisTop & bottom of the homepage: new collections & items are advertised on the site, followed by samples of what the line consists of.

New customers: sign up for their newsletter to receive exclusive offers & event invitations & are offered 15% off of their first purchase.

Checkout: A&O offers a Shoprunner program where customers who are signed up can receive a free 2-day shipping and free returns.

Homepage

Brand Analysis

Total: 13/2357%

Roadmap Attract Engage Convert Retain

Book in-store services & events online Personalized Email/SMS/Social Media promotions for in-store and online.: Reminds you if you have items in checkout. Sends welcome emails, but no event promos.

Order in-store via E/M-Commerce Cross-channel loyalty program

Cross-channel inventory checker: Tells you whether or not item is available or sold out

Digital Diagnostic Tools/Guides in-store (installed on hardware): Size chart online

Buy online/Pick up in-store Reserve online/Buy In-store Buy online/Pick Up any store

Cross-channel returns and exchanges

Omnichannel gift card Interactive marketing in-store digital displays or kiosks (multilingual a plus)

Click & Collect (Buy Online, pick up alternative locations)

personalized email/SMS/ Follow-up from in-store purchase:Asks for purchase feedback/website feedback

Online store locator, Online listings of in-store events

Augmented reality & virtual experiences in-store (installed on hardware)

Buy in-store, ship home from store Tailored digital communication based on purchase history e.g. How-to videos

Promote digital offerings in-store Digital Diagnostic tools/ Guides on mobile device

Showrooming: Clothing is neatly displayed on racks

Auto Replenishment of in-store purchases

Online wishlist for travelers with translation capabilities

Augmented reality & virtual experiences on mobile device.

Alternative shopping formats e.g. Pop up Universal profile accessed anywhere

Digital Activation in advertisements linked to M-Commerce site: Ad online goes directly to website

Omni-demonstration Cross-channel clienteling: Associates can pull up purchase history, can get advice online with personal assistant

Email/text capture in-store

Free shipping (both ways): Same or Named day shipping: Only for FedEx Ground - 5-7 business days

Scan products for information, ratings & reviews, save to wishlist, and share

App with mobile pay

Video streaming of in-store events: Recently did live streaming of Coachella fashion show with Neiman Markus on FB page

Social media channels in-store (e.g. Pinterest) Mobile POS and ability to email receiptNot Offered

Offered Not Applicable

SWOTStrengths

-Strong social media following on FB, IG, Twitter

-Good interaction with customers on social media &

online customer care. -Live video streaming of large

A&O events on FB-Large Celebrity following.

-Unique designs.

Weakness-Don’t promote brand website,

mComm site, social media properties, etc.

-Shopping experience in-store not very interactive &

engaging. -not enough representation in

the media.

Opportunities-Provide more offers/promos/sales

for followers on IG, Twitter, FB. -Promote digital offerings in-store & make shopping more engaging with virtual experience in-store. -Have a “What’s Hot” or “Most

Popular” section for new customers.

Threats-Sell at the same high end

department stores as competitors such as Elizabeth

& James, Tracy Reese, Ella Moss, Catherine Malandrino. -They have the same target

audience as fast fashion brands E.g. H&M

-Same price ranges as competitors.

Growth Opportunities

1.Promote Social Media & Website In-Store & Utilize Mobile Devices In-store

-Makes shopping for customers more engaging.

-Gives the customer a virtual experience:

*Take a full body image of themselves & trying on the clothes with a quick swipe on the tablet to give them

an idea of what they would look like in an outfit. *Sometimes people get lazy to try on clothes in store, so this would allow them to save time and not have to

worry about trying it on unless its for size.

- Use of digital technology in-store gives convenient shopping experience & additional info on products in customer’s hands.

Growth Opportunities2. “What’s Hot” or “What’s Popular” Section For New Customers. For those who aren’t too familiar with the

brand & want to try their products for this first time, this will help guide new customers.

It allows customers to see what people (loyal customers) are buying & what’s trending.

Growth Opportunities3. Offer Exclusive Promo/Sales To Followers

-For loyal shoppers, have special promos & sales for those following on social media. -Send emails to those who are signed up with the brand online exclusive deals.

It Shows Appreciation:*“Thank You” for being a loyal customer.

Growth Opportunity

4. Real-Time Online Chat/Fashion Consultant

-More convenient/faster than waiting for an email response.

-Having live chat helps customer make a decision more instant.

-Making the customer wait on a response can make them forget or delay their purchase

decision.

SummaryA&O active on social media/interacts with customers.

Reaches out to customers about what’s new.

Stacey Bendet models clothes to show how to dress up/down styles.

Get rid of Google+ (not utilized well).

Store Visit: Classic, chic & colorful look, draws in customer to want to look around.

No promo sales/social media & website ads.

No ads, posters, banners of any kind.