Fashion Threads provides online and offline positive factors, the majority of the brand is online because of the target audience being at the age of 20 – 28. However, one significant part of the brand is the pop up shop, which is predominately offline although the advertising will be created online.
Online factors include social media accounts, for instance Fashion Threads uses Instagram as their main social platform, they use it to keep the followers coming, advertise themselves as well as counting down the months until the pop up shop is ready to open. The Instagram also has sneak peaks from previous photo shoots of the collections to keep the viewers interested in what is to come. Facebook is another social platform that is used to encourage the audience to get involved in the pop up shop as well as visit the website for new releases, however Facebook is not used as much to talk to the viewers, more about information about up and coming events.
Once the collection is ready for its release date there will be a website for people to purchase the products and look at why the brand is sustainable. As the company grows, I will start to include celebrity endorsements to the social platforms to increase the publicity. The website has an ‘about’ page which includes about being sustainable, all of the products are updated on the website in categories of ‘leather goods’, ‘trainers’ and ‘stilettos’ as well as a ‘contact’ page where we invite the customers who want to subscribe to our emails and keep up to date with our seasonal offers and collaborations. The website provides a link to the Instagram account as well for our on trend users.
Offline factors are mainly about the pop up shop, I want it to feel inviting and people to enjoy. There will be complimentary drinks because it is a day out as well as just a shop however people are more than welcome to just pop in quickly. I want to capture people from the streets and wonder what my store is about and keep them intrigued, the music will be on trend as well as the lighting focusing on the limited collection. Although I am going for a sophisticated day I also want people to feel comfortable and be able to ask any questions. The pop up shop is off line however the invitations and other information about the event will be showcased on social media and through emails and text messages.