woensdag 25 mei 2016

DC assignment 4

Assignment 4 Digital device

















Brandy Melville Organizational Objective: To get feedback from the customers so that they can improve their service in the stores.

Feedback device
So a recently new introduced device is the feedback device. This device lets people and especially customers, rate the service or products that they get offered or that they buy. By pressing a smiley face (green), you say that the service is really good or the product is really good. By pressing a not smiley face (red), you say that the service or the product is not that good. This device not only shows the data of how good the service or product is, but also how many people used the device, the rush-hours and the off-peak hours and the general likeability.

Applying this device to Brandy Melville Stores
One of the most important priorities within the concept of Brandy Melville is satisfying their customer. By using this device in their stores, they will get to know how happy customers are with the service in the stores because at the moment they can’t track this. Through this device, they can see how many people leave with a warm feeling and how many people don’t feel good about the service. The device will also show the rush-hours in the store and the off-peak hours. They can see if the rush-hour has an influence on the satisfaction of the customers. For example, if it’s really busy, are customers still going to give the service a green smiley or are customers giving more red smileys. By knowing this data, they can improve their service.




dinsdag 24 mei 2016

DC assignment 3

2 persuasion techniques


Scarcity

Description: Scarcity is the perception of products seeming to become more attractive when their perceived availability is rather limited. When there’s a few left, people will buy the product more quickly.

Choice: When there’s a certain amount available of something, it’s getting even more attractive. I think this persuasion technique is a very smart technique that you can use when you sell products and especially clothes. You don’t want to walk around in the same clothes as your friends. Being unique is very important nowadays. I think this technique could really help Brandy Melville Europe to increase their sales and to even more stand out.

Implementation: Brandy Melville Europe could design a special limited editon line. The prices of the clothing would be a little higher than the regular clothing line. This way the costumer really thinks they have something unique and special.

Authority

Description: Authority refers to the perceived social position an individual or organisation has in a society, or the recognised expertise someone has in an area of academic knowledge or professional context.

Choice: Celebrities are the right people to use for a big campaign and to persuade customers to buy your product. I think if you use the right celebrity for a clothing line, many people will want that product too. They believe that if a famous person wears it, it will be a good product or they want to look like the celebrity.


Implementation: Brandy Melville USA already has many celebrities that wear their clothes. I think it would be a good idea to hire Kylie Jenner to do a campaign for Brandy Melville Europe, because she’s a teenage role model and has already been spotted on the streets with the clothes of Brandy Melville. Seeing such a popular teenage celebrity wearing this brand, will make ‘normal’ teenagers want to buy and wear the clothes too.

DC Assignment 2

Current Golden Circle 

1.Why?
Mission: The mission of Brandy Melville Europe is to satisfy his customers by giving them excellent service and high quality products. They want to make sure that customers feel at ease and leave the store with a warm feeling.

Vision: Brandy Melville Europe believes that women of every age should be able to find something at Brandy Melville Europe to fit their style, closet and budget. Their vision is to make (keep making) this possible.

2. How?
Brandy Melville Europe stands out because of its fresh and young clothing line. The classic Italian fashion elements combined with vintage details, the high quality and the lowbudget make this brand stand out. They also provide excellent service at their stores. Brandy Melville Europe doesn’t sell his products/clothing online, but does have social media campaigns. They communicate with their audience via Instagram, Facebook, Twitter and Pinterest.

3. What?
Brandy Melville Europe sells classic Italian fashion elements, combined with vintage details with a high quality for a lowbudget.

BHAG

What are you deeply passionate about?
Brandy Melville Europe is most passionate about making beautiful and comfortable clothes for every woman.

What you can be the best in the world at?
They are the best in the world at selling their trendy and unique clothing line without using a online shop and a lot of advertisement.

What drives your economic engine?
Their economic engine is placing their stores in many big and busy cities in Europe.

Communication 3.0: 4 C’s

Context: describe 2 principles of the Network Society you think could possibly strongly affect the company’s future success. How and why?
The two principles of the Network Society that could possibly strongly affect the company’s future success are:
1.     Trust as a new currency
2.     Open communications

Trust as a new currency: Nowadays trust is very important to every company but I think especially for Brandy Melville, having trust as a new currency will bring the company’s future success. If the customers really trust the brand and the stores where they buy the clothes, they will buy more frequently and they will tell their friends and family about the brand. This will lead to more success.

Open communications: Brandy Melville Europe could communicate more openly. At the moment it is really hard to find concrete information about the company/brand/clothing so being more transparent and sharing information about how the clothes are made and what other activities the company does, would create more trust which leads to trust as a new currency.

Community: Describe the online community’s behaviour (buying behaviour, online media consumption behaviour etc.) Do research and fundament your finding (at least 2 sources)
The community Brandy Melville is currently focusing on is (young) women that share their passion for fashion. It’s very interesting that Brandy Melville Europe doesn’t make that much use of their Twitter account and on the other accounts (Facebook and Instagram) they only post picture with the hashtag ‘BrandyMelvilleEU’. They barely share information about the company itself only when they need new employees for their stores.

Consumer: Describe the consumer you want to focus on for your new community building plan (demographic, social-economic, psychologic etc)
I would like to focus on women in the age range from 16 till 30 who have a low to average income and like the feminine style with an urban twist.

Connection: Describe the new value proposition you would recommend (new why.) Make a link to the new context, consumer and online community behaviour you’ll choose.