S/S 2016 CO-LAB

& OTHER STORIES AND RENVY LUMMER
S/S 2016 CO-LAB – Marketing report – by Ioana Lutia
April 2015

The purpose of this report is to develop a successful, innovative promotional campaign based around a capsule collection of jewellery designed by Renvy Lummer and sold in collaboration with & Other Stories.
This report looks at how the 25-34s metropolitan woman relates to the lifestyle promoted in street style blogs, in particular those that picture the way people dress when attending fashion weeks. This will be achieved by investigating how and why the customer connects to this lifestyle and the needs and/or desires she has that can improve her experience with it.
The area of investigation also consists of how appropriate various methods and channels of promotion are in relation to marketing trends and the customer’s preferences. This will ensure that the campaign manages to fully engage with the customer.

From WGSN to LS:N Global, many reputable trend forecasting companies have predicted the immense influence social media has over the fashion consumer today. Data provided by major market research companies now confirms this, with Instagram and street style blogs being some of the main
factors that guide fashion purchases lately.
Women are no longer following every trend that arrives on the shop floor of fast fashion brands, and instead, they are aspiring to brands, products, designs that are singular and help her achieve an effortless, yet unique style, highly featured on street style blogs. This is also supported by WGSN’s article entitled “From Austerity to Opulence” published this year, claiming that the fashion consumer has a growing desire more exclusive ranges, which leads to an increasing demand in lesser-known, emerging designers.
& Other Stories (part of the H&M Hennes & Mauritz group) is a brand that understands this shift in the way a woman dresses nowadays. Its range of lifestyle products often is often inspired by street style, and as stated in a Drapers article from 2013 entitled “A tale of four cities – H&M’s & Other Stories opens on Regents Street”, it looks “like it had been designed by crowd-sourcing Tumblr”.