Digital Communication Assignment 3

Persuasion

In this part, I decided to increase sales of Stüssy by using persuasive techniques. Even though Stüssy said that they don't want to be a massive company working 24/7, every brand likes when they have bigger profit. Furthermore, this strategy could enhance the interaction between brand and the target audience which is in this case crucial.

Scarcity

Technique called Scarcity works simple in a way that if it is hard to get it, people want it more. They regret if they messed out the opportunity to get the wanted product. Sometimes people think that "scarce objects" are valuable because many people already bought it before them, so it must be good. Also, people consider how much they would regret it if they made a wrong decision.

For Stüssy I would like to use the idea with limited editions which are common for fashion brands and they are highly effective as many people want to have for example that "one out of ten" product. Stüssy could support the idea also with hashtags and "limited offer" headings.



Social Proof

Technique called Social Proof is focused on social need. It means that people have an innate drive to copy others' decision or behaviour. In this technique is common to use phrases, such as "90% of X do/buy/prefer Y", "Nearly/almost everyone...", "The majority of people..." to show the "social proof".

For Stüssy this technique can be used on their website or social media showing the others' satisfaction  or in the e-shop when you click on a certain product it can offer you other related products with comment such as "others also buy...".

4 Key Social Media

Subject:

As a subject for my posts I decided to choose the idea of using my online community as designers for creating new designs for the fall collection.


Facebook post:

Are you ready for the fall 2016 collection? Check the process.

For the Facebook page I chose the post with "behind the scene" information. Unfortunately, I couldn't use a better picture as I am not in the team of the brand. 

LinkedIn post: 

Do you want to design the fall collection for Stüssy? Here is you chance! Click bellow for more information: "link"

Twitter post: 

“Working for Stussy was an extraordinary experience - the calm atmosphere all the time." @johnnewman Check here: "link of the collection"

#stussydesigners #stussyautumn2016 #comingsoon

Instagram post: 

John Newman was a winner of the "designers' contest" and became a designer for the autumn 2016 collection. Here you can see one of the first released T-shirts. What do you think about the final @johnnewman #stussy #stussydesigners #stussyautumn2016 #comingsoon #newcollection

Golden circle, BHAG, 4 C's

Why: 

Mission statement: 
" to built for the long haul."

Shawn Stussy's goal was simply to produce a "wearable classic." He described his look as "prep meets punky meets b-boy [beach boy]." and his "desire is to enjoy life and be free of the pressures of running a business day to day."

"We have no desire to get bigger, no desire to open new accounts. And we feel we could continue doing business for many more years, sleep at night, enjoy kids growing up and not be a victim of our business. You've got to look 10 or 20 years down the road, and nobody in America does. They just want the money now. They want instant gratification. But then they burn themselves out. This happens especially in the fashion industry."



How: 

Stüssy uses creative ways of using paid and owned sources. Moreover, Stüssy sponsors a team of skaters and supports their community which again back up their roots. They also collaborate with a lot of respected artists, designers, musicians, skaters and surfers and all these things make Stüssy unique. For example they used posters which were posted randomly in cities to promote their new spring collection. 

What:

Stüssy is a clothes brand established mainly to make a wearable classic clothes with a symbolic design and to connect people around the world. They started as a surfwear brand which was later on significantly influenced by skate, music and art culture. They are selling T-shirts, sweatshirts, shorts, glasses, hats, snapbacks and many others. 




BHAG of Stüssy:

Stüssy is very passionate about their products - simple clothes with their typical Stüssy logo and also about creating a firm international community around the brand which is made mainly by surfers, skaters, musicians, DJs and artists with similar tastes. In their marketing they rely on influencers, their communities and communities around those subcultures they are closely link to. The other also very important factor in their marketing is that they are perfectly fitting to today's fashion trends and that makes this brand so wanted. In addition, Stüssy collaborates with the biggest streetwear brands, famous designers and celebrities which makes Stüssy number one in today's street fashion. 




4 C's: 

Context:
Stüssy tries to be active on social media. What I think that can really influence company's future success is that they are using "enjoy locally" as they divided their official Facebook page to many more local pages, for example Stüssy Amsterdam. However, the communication on those pages could be more interactive, more regular and more conversational. Moreover, the new rythm could also refresh the company's social activities. 

Community:
The online community likes to interact with the company - they like to comment, like, share posts from the brand. They also like showing their Stüssy products and showing "their love" and satisfaction with the brand. 

Consumers:

 I my new community building plan I would like to focus on young skaters aged 15-30 all around the world as they are future influencers and skaters in this age are the most active and they already care about their clothes and style. 

Connection:
New WHY: creating events - support and invite the global community
                - enhance the interaction with customers
                - comes with the "new rythm"
                - can bring new people to the community
                - create a new space for more interactive posts on social media 

Blogpost from the view of Stüssy

The theme I chose for the blogpost of my company Stüssy is the surfing theme. 

I am going to write the post focused on a video ,which was uploaded Jul 14, 2008 and reached 
only 36,236 views, with a purpose to direct Stüssy's fans to the roots of the brand which are 
often forgotten.

My goal is going to be focused mainly on branding and also a bit on publishing, since the content 
of the video is showing the "old school" look of the brand in the late 80's, therefore it can be categorized as a tool for branding.

Back to the roots

Many people say "Don't look at the past, look at the future" but for us the past is significantly important as one of our boys Drake said "Started from the bottom now we're here". We came across a lot of inspiring and interesting people from hip hop, punk, fashion, art, skate and the most important - surf culture. Our roots are on Californian beaches where we were cruising on waves. Even though we, as a brand, were young, we represented an independent, wild and rebel spirit full of the crazy surf lifestyle. It is not surprising that our logo came from our owner Shawn Stussy who used it for signing his surf boards. 

We don't want to forget our roots which don't have to necessarily be visible in our new collections, but what is more -  we still have an ocean in our rebel hearts.

We started on the beach in California and now we're all around the world. And if you already forgot it, try to go back and enjoy the moment of the old school Stüssy in this video. 

Post: 

Are you sick of those days when you are completely blind on a skateboard because of the sun? Stüssy collection Summer 2016 is bringing new adorable sunglasses. Available in Chapter Stores and on Stussy.com

Explanation:

My goal for this post was to promote new collection of Stüssy's sunglasses. The theme for this post that I chose was skateboarding. When it comes to technique that was used, I decided for AIDA for this post where I stated Attention, Interest, Desire and Action. 

I really like creating those posts. I found it interesting in a way that we are actually creating and working on something real. Moreover, after this assignment I realized how many companies don't have sufficient "posts" on their social media and how we can improve it.