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Fashion Marketing & Communication
Ellinor Lindqvist & Sabine Kodu

2. Index
Product trends………………………………………………………………3
Market / consumer behavior trends……………………………………..3
SWOT………………………………………………………………………….4
Goals and Objectives………………………………………………………5
Target definition…………………………………………………………….6
New B-guided 2.0 application…………………………………………….7
Goals and objectives behind tools ……………………………………..8
B-guided 2.0 and CRM……………………………………………………..9
B - guided 2.0 and locating / ubiquity / identification……………..…9
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3. Product trends
City-lifestyle guides are something that has become more popular during the
last couple of years. Their function is to guide people and advise them about
events that are happening, places to visit, interesting artists and other things
that might be of interest.
If we look back at previous decades city guides were more oriented towards
presenting facts. They gave people information about were to go and what to
do. Writing about lifestyles has become more important nowadays.
Earlier the magazines were focused on sending messages to the readers, a
one-way communication. They didnʼt include that much participation from the
reader. It was more interesting to hear an expert point of view, now it is just as
interesting to hear the voices of “common people”. Consumers are
contributing to the content and are an important part of the process.
The consumer behavior trends show that the people are demanding more
power and want to be closer to companies and organizations. Transparency is
important and also the consumer involvement. Magazines are even more
consumer oriented and have understood the value and importance of having a
good company-consumer relationship. They are interested in the reader
opinions and want to satisfy them. The participation of the consumer has
become a key point.
Internet has become very important also. City lifestyle guides have the
opportunity to reach readers through their websites. For many magazines
their sites have become equally important as the magazine itself. It has
functions and possibilities that the paper version does not have. It is the tool
that people use when searching for information. City lifestyle guides provide
readers with up to date information and have a service that can provide this
around the clock.
Market / consumer behavior trends
Technology has developed really fast, but our media-market skills are still
very pore in using all the availabilities. Every body wants to have all
information in a second.
We have all kind of smart phones, small computers, pads and Internet
availability everywhere and now people more and more began to use those all
attributes.
But because there is too much information, mix of lies and truths, consumers
want more personal contact. They want to communicate straight to the
source. So that is way social medias become very popular and are good
possibilities for market.
Getting an experience form everywhere, making the visit enjoyable and easy
to the customer. Nowadays customers are very important to the companies.
They are not jus numbers for them. Companies are more interested about
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4. customerʼs lifestyle and behaviors. Customers are started to take as partners.
Also we canʼt forget that every person is curious. So companies have to share
more information and provide customer with more power.
They compliment each other - companies get closer and better info about
customers and customers get inside/behind the scene info from companies.
SWOT
We have pointed out the strengths, weaknesses, opportunities and threats
that we can find on the current website. We can see that there are many
opportunities for improvement. It is important for the website to develop in
order to keep customers and attract new ones.
Strengths
• The idea of the website is good
• The existing topics are interesting.
Weaknesses
• The language on the website is only in catalane. You can choose
English but it doesnʼt work and the text does not make sense. There is
no Spanish. Buy offering a limited option of languages you are not
reaching all your possible customers.
• The website is not updated to 2.0 system and the technology is not
working.
• Pages are not opening, there are headlines but no content and blank
pages. The overall structure is confusing and not understandable. It is
not user friendly.
• The design of the website is not attractive.
• They donʼt stand out.
Opportunities
• Upgrade to 2.0 CRM strategy
• More collaborations with restaurants, bars, lounges, clubs, shops and
artists, bloggers and other websites.
• More frequent update.
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5. • Better marketing and awareness of magazine that will generate more
profit.
• Developing the design and layout of the webpage.
Threats
• Other magazines and websites in the same category.
• Losing consumers.
Goals and Objectives
The most important asset for a company is their costumer. The knowledge of
the costumer needs and demands is a key factor to succeed. It is important to
have a good communication and a website that fits the individuals requests.
The main goal is to develop a good company-customer relationship creating a
platform where they can easier communicate with each other.
Customers are demanding a more personalized experience when using
websites. The 2.0 strategies allow the consumer to be more interactive. The
aim is to build a strong customer relationship, creating a two-way
communication between the website (company/organization) and the
individual. The goal is to build a relationship that will last.
It is important that companies are transparent and share information that
provides the consumer with insight to the organization. By giving the
consumer more power and the opportunity to be heard and have an opinion
the company can easier find good strategies for future development. By
viewing the customer as a partner when developing and improving products
or services the company will experience a greater success. When using the
ideas and desires from customers for the development instead of the
assumptions from within the company it is possible to easier find the best
solutions.
If we create a good communication with the costumer any problems that
occur will be recognized faster and it will be easier for the company to create
a resolution. There are different areas that CRM 2,0 supports and increases
efficiency within an organization and enhances sales and service.
In the market research department it enables on going monitoring of your
customers conversations with each other. This is more effective than just
doing occasional surveys and focus groups. It provides an opportunity to
participate in and stimulate conversations customers have with each other,
instead of just sending outbound communications to customers. This way the
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6. communication goes both ways. From the sales point of view it makes it
possible for enthusiastic customers to help sell, create a buzz and introduce
each other to new products. It helps customers work with each other to come
up with new ideas that are good for the product and service department. It
also enables your customers to support each other and to find any problems
that accrue which results in a more effective support department.
The main goals are to:
• Create a good and long lasting relationship with the customer, enhance
loyalty.
• Develop a better understanding of the consumer preferences and
interests. .
• Create a dialogue with the consumer giving them the opportunity to be
more interactive and provide the company with input into the innovation
process.
• Reveal product development ideas driven from costumer.
• Detect problems and find a resolution faster.
• Identifying needs more effectively by understanding specific customer
requirements.
• Cross-selling other products by highlighting and suggesting
alternatives.
Target definition
The B-guided website and magazine are focusing on people in their early
twenties and up. It could be the older generation of professionals or the
younger generation of creative people. They are interested in design, art,
trends and are style conscious. They are innovative people who want to be
frequently updated. It is important for them to know what is going on around
the city, which places are cool at the moment. They want to be apart of social
life.
The other target group is travelers who want information about the place that
they are visiting. They want to discover the city and B-guided is just the one to
help them.
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7. New B-guided 2.0 application
Description
We want to create a customer-experience that not only focuses on the
functional and operational characteristics of the website but also on style,
emotions, design and interaction. By upgrading to 2.0 we will incorporate the
tools and techniques of social media into the customer management process.
We will provide the modern user with tools that allow them to be more
interactive and create a platform were it is easier to communicate. It is
important to understand which communities are attractive to potential
customers and then engage those communities in a way that best fits the
consumer.
Contens
The contents of the website will be more user friendly allowing the user to be
interactive. The tools incorporate social media into the site. We will include
facebook to the b-guided site. It is the biggest social networking site with 600
million active users, so the communication possibilities are enormous. There
will be two buttons that give you the opportunity to share information or press
“like”. We also want to include the microblogging site Twitter. Another
interesting thing that would be nice to have on the website is an employees
blog. This will help to enhance the identity of the brand and the lifestyle that it
is trying to transmit. By creating an attractive blog with interesting contents
users can get a day-to-day update about what is happening. The company will
appear more transparent. We will have RSS (web feeds) on the website this
way users can subscribe and receive information that they find interesting.
There will be different opportunities to share information. For an example wikis
and the chance to send information by e-mail, if you should find an interesting
subject that you want to share. It is a good idea is to create a facebook page
for b-guided and also twitter. Users will find a link were they can follow b-
guided on both of these sites. There will be good opportunities to leave
comments on the website. There will be hyperlinks in the contents, this is
contextual advertising. The website contains a lot of information about
different clubs, restaurants and other places to visit. We will include both
Google maps and youtube and publish APIs (application programming
interfaces) that allow the web page to download a customized map or video
and embed it in other content. There will be a search engine in the website so
it will be easier to find what you are looking for. It is also important to have a
structure of the articles, pictures and other content in the magazine.
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8. Goals and objectives behind tools
• RSS, This format allows consumers to filter news, subscribe to certain
sections and ignore others, receive alerts about news that might
interest them.
• Twitter, B-guided will have their own twitter. This gives them the
opportunity to reach consumers and keep people updated. Allows
users to tweet, spreading the word, create awareness of the magazine.
• Facebook, B-guided will have their own facebook page were they can
interact with readers, this will also be a place for discussion and
updates. Users have the possibility to share information or press “like”.
• Google maps, when recommending places to visit there will be APIs
that allow the user to download maps.
• Youtube, Different APIs will make it possible for the consumer to view
videos that are linked to certain content.
• Employees blogg, This will be a place were b-guided can further build
their image and create an understanding for what they are all about.
Making an attractive blog will attract readers. This will also be a place
that employees can interact with readers and keep them updated.
• Wikis consumers can share information with each other and with
employees. For an example wikis and the chance to send information
by e-mail, if you should find an interesting subject that you want to
share.
• E-mail, Allows people to share content they think is interesting.
• Search engine, Makes it easier for users to find what they are looking
for on the site.
Consumer role participation and interactivity
The consumer role is the main reason for upgrading to a 2.0 CRM. The
tools that we have presented will all enhance the consumer
participation. Another step to take would be to develop games and
quizzes designed for the website. This will make the site even more
interactive and stimulating for visitors. We are inspired by the Hermes
webpage http://www.hermes.com/index_us.html# . They have created
artistic and interesting ways of engaging the user. We would like to
develop something similar. This could be something to consider in the
future.
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9. B-guided 2.0 and CRM
CRM, customer relationship management, as the name already says, main
goal is to create a strong and endless relationship between B-guided and its
consumers. Thanks to nowadays the fast technique development it could be
done very easily. We just need to be aware of the tools that help us to get
closer to our target. And these tools are available for us to use in 2.0 web.
However the techniques will not do the entire job for us, we need also be very
good communicators.
But nothing is working by it self. So one of the B-guided employers should be
working as CRM. She/he must be available all the time, working 24/7. All the
applications and sites must be updated frequently. Then consumers will be
checking them all the time, hoping to find and get some new information. B-
guided CRM person must be like a best friend with each of the consumer.
B - guided 2.0 and locating / ubiquity / identification
Most of the 2.0 web applications that the new B-guided website is going to
use are written out above, but these are not all. CRM will also try to connect
with their consumers through other ways then the webpage. We will try to
enter to their lifestyle and share the path with them. We will be available and
seen for them where ever they are. Starting with the advertisements all over
the places that we are cooperating with. And of course B-guided magazine
and webpage are still the same team. So even if a consumer is not in a mood
for technics B-guided and he/she can always have a good relationship
through the magazine.
Another technology that will help us with ubiquity is mobile phone. Your
mobile phone and keys are the two things that every person always carries
with them. That gives us a chance to be all the time interactive with our target.
Many of the tools necessary to build a CRM 2.0 relationship already exist on
smartphones. First of all B-guided should have a mobile phone application. So
every time consumers use their phones they will see it. Phones are useful for
B-guided to give out coupons or tickets for some places for examples. Or to
identify peoples location or interests. Through mobile phones we can send to
a selected group advertisements or promotions. It is all about information
finding the right person not persons finding the information, which is the
futures key concept.
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