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H+OKO

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Tanisha Bruno
Tanisha Bruno

H+OKO is a fashion brand that fuses avant-garde details and minimalism. The brand name comes from the last names of the co-creative directors, Kay Ha and Cin Oko. This document provides background on H+OKO and its designers, analyzes the brand's strengths and weaknesses, and outlines a marketing plan to promote the Spring/Summer 2015 collection, including social media, email, display ads and a pre-release launch party.

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By: Tanisha Bruno, Jaznea Brumfield, Rachel Jacas, Prangchat Powsutor
H+OKO
What is H+OKO? H+OKO is a brand that fuses avant-garde details and minimalism where designers would like to record their feelings and impressions throughout their journeys in clothes like time capsules. H+OKO represents the new 9am-5am, looking chic for work meeting during the day, as well as cocktail parties at night. H+OKO’s brand name came from the last names of the co-creative directors, Kay Ha (aka Gahee Ha) and Cin Oko (Cynthia Okorafor).
Designers CIN OKO - Cin is a Nigerian American born designer based in New York. From childhood she would sketch people, nature, and clothing obsessed with the idea of creation. In pursuit of her dreams she moved to New York and enrolled in Parson’s the New School for Fashion Design.
Designers Gahee HA - Born and raised in Seoul, Korea to a very artistic family, the young girl would view every wallpaper and object in her house as a canvas and amuse her parents with her "oil painting" on curtains. Kay was inspired to find how her design ideas can become viable artistic products through her collaboration with several designers, which led her to fall in love with fashion, a medium through which she could turn her artistic vision into clothes that people wear on a daily basis.
Campaign Our mission is to create an effective, innovative, creative, and engaging Internet marketing campaign for the pre-release of H+OKO’s Spring/Summer 2015 Collection. All campaign activities will lead up to a pre-release launch party event.
Objectives ● Increase website traffic ● Customer acquisition ● Customer retention and growth ● Increase customer engagement
H+OKO SWOT Analysis Strengths Weaknesses ● Refinery29 Editorial ● Specialty ● Personalized ● High-End ● Up and Coming/Startup (room to grow) ● Google Search: 2 Results ● Weak Social Media Presence ● Can’t buy online or in stores ● Awareness ● New company Opportunities Threats ● Sell in a independent boutiques, department stores ● Collorabations ● Work with bloggers ● Competing against well established brands ● Electronic data breaches
Target Market ● 35-55 female ● Reside in major cities (NYC, LA, London, Paris, Milan, Antwerp, Seoul, Lagos) ● Family Size: Ranging from single woman to a women in a family of 3-4 ● Executive position ● (curator, editor, CEO) ● Appreciates fashion ● Earn $60-$150K yrly with disposable income
Competitors
Derek Lam Facebook: 28,274 Likes Instagram: 33,719 Followers Twitter: 47,310 Followers Sold: Derek Lam Madison Store, Barneys, Shopbop, Net-A-Porter, Bergdorf Goodman, Saks Website: 18 pages
Derek Lam Web Analytics
Philip Lim Facebook: 124,856 Likes Instagram: 276,922 Followers Twitter: 42,800 Followers Sold: Phillip Lim Boutiques in NY, LA, and Asia, Barneys, Shopbop, Net-A- Porter, Neiman Marcus. Website: 8 pages
Phillip Lim Web Analytics
Prabal Gurung Facebook: 97,262 Likes Instagram: 162,964 Followers Twitter: 143,000 Followers Sold: Barneys, Bergdorf Goodman, Saks, Stylebop, Net-A-Porter, Nordstrom Website: 13 pages
Prabal Gurung Web Analytics
H+OKO Web Analytics
H+OKO Website Plan
Website Plan ● Add a shop tab so clients and easily make purchases ● Add a news/press release tab to keep visitors informed of all news
Website Plan ● Add more content to design descriptions ● Add a clip of the outfit in motion to product page
Website Plan ● Make the contact info more prominent ● Include active links to social media ● Build a database through double-opted in email subscriptions ● Omni-channel presence
SEO Title: H+OKO | Designer Clothing Description: High-end womenswear line that fuses avant-garde details and minimalism. H+OKO fuses Korean and Nigerian cultures into wearable modern art. Keywords: H+OKO, Fashion, High End, Collection, Avant Garde, Minimalism, Designer, Clothing, Womenswear, Cin Oko, Kay Ha, H-OKO, HOKO, High end fashion, Womens Clothing Title: Collections | H+OKO Description: Shop H+OKO avant-garde and minimalist fused high end womenswear. Keywords: H+OKO, Fashion, High end, High end fashion, Shop H+OKO, HOKO, H-OKO, Minimalism, Designer, Womenswear Cin Oko, Kay Ha, Buy H+OKO,
SEO Title: About | H+OKO Description: H+OKO brand’s name came from the last names of the co-creative directors, Kay Ha and Cin Oko. Keywords: H+OKO, Time capsules, Memories, Fashion, Designer, Artistic, Minimalism, Kay ha, Cin Oko, High end fashion, H-OKO, HOKO, Minimalism Designer Title: Contact | H+OKO Description: Contact H+OKO Keywords: H+OKO, Contact, Feedback, Concerns, Questions, Customer Service, Fashion, High End Fashion, Designers, Womenswear, Womens Clothing
Social Media Marketing Channel Frequency Content Linked to 1-2x a week campaign (images, articles, videos), consumer uploads http://www.h-oko.com/ 1-2x a week inspirational pictures (nature, fabrics, travel) #hoko http://www.h-oko.com/ 3-4x a week pre-production photos (behind the scenes) #hoko http://www.h-oko.com/ Daily brand tweets, and blogger and article retweets. #hoko http://www.h-oko.com/
Direct Marketing Email ● Build database based on past clients, and subscribers. ● Seasonal email updates and sneak peaks on new and upcoming collections. ● Email upcoming promotions. ● Follow up emails Mail ● Send lookbooks to clients in time for new collection launches. ● Include a thank you note in all shipments of merchandise. ● Invitations to fashion events
Sample: E-mail Sample: Direct-Mail Lookbook
Video News Release Video News Release will be sent out prior to the launch of H+OKO Spring/Summer 2015 collection and Fashion Week appearance.The video news release will include behind the scenes footage of the collection undergoing production and interviews with the designers.
Channels for Display Ads and Blog Posts
H+OKO
H+OKO
H+OKO
H+OKO
H+OKO
2014 June July August Unit Spend Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Social Media Facebook Ad Serving $20,000.00 Instagram Twitter Ad Serving $20,000.00 Youtube In StreamAds $20,000.00 Display Ads Vogue Rich Media Ads $20,000.00 Refinery29 Rich Media Ads $10,000.00 Blogs Penny PincherFashion Social Media Mentions and Blog Posts $3,000.00 The Blonde Salad Social Media Mentions and Blog Posts (5) $21,000.00 Fashionista Social Media Mentions and Blog Posts $12,000.00 E-mail list Women Executives & Professionals Opt-in E-mail Adresses $2,115.00 Pre-release Launch Party 3 Month Digital Advertising Plan $128,115.00 Media Plan
Blogger’s Rates Penny Pincher Fashion The Blonde Salad
Mailing Lists Women Executives and Professionals
Pre-Release Launch Party Empire Hotel Rooftop ● Press only ○ DJ ○ Appetizers and drinks ○ Models ○ Lookbooks
KPI Web traffic Email subscriptions Email bounce rate Social media footprint Conversion rate Database insight Display Ads
Thank You!

More Related Content

H+OKO

  • 1. By: Tanisha Bruno, Jaznea Brumfield, Rachel Jacas, Prangchat Powsutor
  • 3. What is H+OKO? H+OKO is a brand that fuses avant-garde details and minimalism where designers would like to record their feelings and impressions throughout their journeys in clothes like time capsules. H+OKO represents the new 9am-5am, looking chic for work meeting during the day, as well as cocktail parties at night. H+OKO’s brand name came from the last names of the co-creative directors, Kay Ha (aka Gahee Ha) and Cin Oko (Cynthia Okorafor).
  • 4. Designers CIN OKO - Cin is a Nigerian American born designer based in New York. From childhood she would sketch people, nature, and clothing obsessed with the idea of creation. In pursuit of her dreams she moved to New York and enrolled in Parson’s the New School for Fashion Design.
  • 5. Designers Gahee HA - Born and raised in Seoul, Korea to a very artistic family, the young girl would view every wallpaper and object in her house as a canvas and amuse her parents with her "oil painting" on curtains. Kay was inspired to find how her design ideas can become viable artistic products through her collaboration with several designers, which led her to fall in love with fashion, a medium through which she could turn her artistic vision into clothes that people wear on a daily basis.
  • 6. Campaign Our mission is to create an effective, innovative, creative, and engaging Internet marketing campaign for the pre-release of H+OKO’s Spring/Summer 2015 Collection. All campaign activities will lead up to a pre-release launch party event.
  • 7. Objectives ● Increase website traffic ● Customer acquisition ● Customer retention and growth ● Increase customer engagement
  • 8. H+OKO SWOT Analysis Strengths Weaknesses ● Refinery29 Editorial ● Specialty ● Personalized ● High-End ● Up and Coming/Startup (room to grow) ● Google Search: 2 Results ● Weak Social Media Presence ● Can’t buy online or in stores ● Awareness ● New company Opportunities Threats ● Sell in a independent boutiques, department stores ● Collorabations ● Work with bloggers ● Competing against well established brands ● Electronic data breaches
  • 9. Target Market ● 35-55 female ● Reside in major cities (NYC, LA, London, Paris, Milan, Antwerp, Seoul, Lagos) ● Family Size: Ranging from single woman to a women in a family of 3-4 ● Executive position ● (curator, editor, CEO) ● Appreciates fashion ● Earn $60-$150K yrly with disposable income
  • 11. Derek Lam Facebook: 28,274 Likes Instagram: 33,719 Followers Twitter: 47,310 Followers Sold: Derek Lam Madison Store, Barneys, Shopbop, Net-A-Porter, Bergdorf Goodman, Saks Website: 18 pages
  • 12. Derek Lam Web Analytics
  • 13. Philip Lim Facebook: 124,856 Likes Instagram: 276,922 Followers Twitter: 42,800 Followers Sold: Phillip Lim Boutiques in NY, LA, and Asia, Barneys, Shopbop, Net-A- Porter, Neiman Marcus. Website: 8 pages
  • 14. Phillip Lim Web Analytics
  • 15. Prabal Gurung Facebook: 97,262 Likes Instagram: 162,964 Followers Twitter: 143,000 Followers Sold: Barneys, Bergdorf Goodman, Saks, Stylebop, Net-A-Porter, Nordstrom Website: 13 pages
  • 16. Prabal Gurung Web Analytics
  • 19. Website Plan ● Add a shop tab so clients and easily make purchases ● Add a news/press release tab to keep visitors informed of all news
  • 20. Website Plan ● Add more content to design descriptions ● Add a clip of the outfit in motion to product page
  • 21. Website Plan ● Make the contact info more prominent ● Include active links to social media ● Build a database through double-opted in email subscriptions ● Omni-channel presence
  • 22. SEO Title: H+OKO | Designer Clothing Description: High-end womenswear line that fuses avant-garde details and minimalism. H+OKO fuses Korean and Nigerian cultures into wearable modern art. Keywords: H+OKO, Fashion, High End, Collection, Avant Garde, Minimalism, Designer, Clothing, Womenswear, Cin Oko, Kay Ha, H-OKO, HOKO, High end fashion, Womens Clothing Title: Collections | H+OKO Description: Shop H+OKO avant-garde and minimalist fused high end womenswear. Keywords: H+OKO, Fashion, High end, High end fashion, Shop H+OKO, HOKO, H-OKO, Minimalism, Designer, Womenswear Cin Oko, Kay Ha, Buy H+OKO,
  • 23. SEO Title: About | H+OKO Description: H+OKO brand’s name came from the last names of the co-creative directors, Kay Ha and Cin Oko. Keywords: H+OKO, Time capsules, Memories, Fashion, Designer, Artistic, Minimalism, Kay ha, Cin Oko, High end fashion, H-OKO, HOKO, Minimalism Designer Title: Contact | H+OKO Description: Contact H+OKO Keywords: H+OKO, Contact, Feedback, Concerns, Questions, Customer Service, Fashion, High End Fashion, Designers, Womenswear, Womens Clothing
  • 24. Social Media Marketing Channel Frequency Content Linked to 1-2x a week campaign (images, articles, videos), consumer uploads http://www.h-oko.com/ 1-2x a week inspirational pictures (nature, fabrics, travel) #hoko http://www.h-oko.com/ 3-4x a week pre-production photos (behind the scenes) #hoko http://www.h-oko.com/ Daily brand tweets, and blogger and article retweets. #hoko http://www.h-oko.com/
  • 25. Direct Marketing Email ● Build database based on past clients, and subscribers. ● Seasonal email updates and sneak peaks on new and upcoming collections. ● Email upcoming promotions. ● Follow up emails Mail ● Send lookbooks to clients in time for new collection launches. ● Include a thank you note in all shipments of merchandise. ● Invitations to fashion events
  • 27. Video News Release Video News Release will be sent out prior to the launch of H+OKO Spring/Summer 2015 collection and Fashion Week appearance.The video news release will include behind the scenes footage of the collection undergoing production and interviews with the designers.
  • 28. Channels for Display Ads and Blog Posts
  • 34. 2014 June July August Unit Spend Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Social Media Facebook Ad Serving $20,000.00 Instagram Twitter Ad Serving $20,000.00 Youtube In StreamAds $20,000.00 Display Ads Vogue Rich Media Ads $20,000.00 Refinery29 Rich Media Ads $10,000.00 Blogs Penny PincherFashion Social Media Mentions and Blog Posts $3,000.00 The Blonde Salad Social Media Mentions and Blog Posts (5) $21,000.00 Fashionista Social Media Mentions and Blog Posts $12,000.00 E-mail list Women Executives & Professionals Opt-in E-mail Adresses $2,115.00 Pre-release Launch Party 3 Month Digital Advertising Plan $128,115.00 Media Plan
  • 35. Blogger’s Rates Penny Pincher Fashion The Blonde Salad
  • 36. Mailing Lists Women Executives and Professionals
  • 37. Pre-Release Launch Party Empire Hotel Rooftop ● Press only ○ DJ ○ Appetizers and drinks ○ Models ○ Lookbooks
  • 38. KPI Web traffic Email subscriptions Email bounce rate Social media footprint Conversion rate Database insight Display Ads

Editor's Notes

  1. Derek Lam International, LLC was founded in New York by Derek Lam and partner Jan-Hendrik Schlottmann in October 2002. Derek’s vision is to create clothes that are both luxurious and wearable, with a feminine and unfussy feel. While always considering what works for women in a contemporary lifestyle, he skillfully manages the combination of refinement and sensuality using exceptional fabrics and highly perfected detail.
  2. are we looking to put display ads for this or blog posts?
  3. add instagram pic
  4. add instagram pic
  5. jobs range from Upper Management and Business Owners to Physicians and Engineers.