Awareness
Interest
Desire
Action
Promoting new styles and collections that will be launching shortly to the audience through social media and press releases.
The customer will create a reminder about the up and coming launch on their phone, the customer will also research the website and the app for more details and preparing themselves to buy the new goods, once they want it.
At this point the customer needs to go from liking the goods to wanting it; Stella McCartney creates an ad campaign to bring the consumers emotional needs into concept. By doing this, the brand incorporates the personality basis, which is sustainability. For example, Stella McCartney produced an AW 18 collection “highlighting the raw beauty of the Scottish landscape; from wild spongy moss to crisp autumn leaves.” (Stella McCartney, 2018) this can create the customer to feel emotionally aware of the environment and how they are doing well for the world.
Once the buyer is engaged in the brand, Stella McCartney will contact the customer by email, sending notifications about the collection, as well as a live chat open 6 days a week on the website and app for the customer, if they have any further questions.
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AIDA Table