JessicaClarkeMarketingReport

1
Digital marketing, Branding & PR
2016
Jessica Clarke

2
Brand introduction & history 4-5
Product7
Price9
Place 11-12
Philosophy14
Promotion16-20
Brand touch points 21-23
Brand message 24
Target consumers 26-29
Future consumer 30-31
Brand adjacency map 33
Competitor analysis 34-39
SWOT analysis 40
New opportunities 41
Contents

3
In everything but deliveries,
we’re committed to a slower pace of
life.
Olive Online

4
Olive.
Olive is a British contemporary lifestyle
brand with its operational headquarters
and flagship store in Cheltenham.
All of their products are made in
collaboration with a network of
independent designers; Olive’s premium
collection is also available to buy from
28 selected premium stockists across the
UK and the Channel Islands.
They aim to deliver an array of eclectic,
unique, and inventively designed garments,
promoted with a highly personal service
both in store and online.
Olive are also aiming to become
transparent in their processes and
sensitive to the ethical considerations
that are increasingly important to their
consumers.

5
History.
Founded 2010, United Kingdom, online and in store.
Olive began as a small boutique store. In 2012 the team
saw the potential social media had for promotion and
began hosting small competitions through their Facebook
and Instagram pages especially.
Also during this year, the brand became involved with
blogging, they started a blog and began posting their own
‘street style’ photography and outfit looks.
During 2013, Olive clothing opened a store in Bristol,
which has since been closed, the Cheltenham store was
also renovated to the look it maintains today.
During 2014, the style of promotion and photography
changed at Olive. It matured in to a much cleaner and
refined state and has maintained this style ever since.
In 2014 Olive was featured in Look magazine for ‘Nailing
timeless style’.
During 2015 the Mens Capsule collection was launched
online.
In 2016, Olive was included in ELLE UK’s ‘Under-The-Radar
Online Shops You Need To Know About’ article.
Olive clothing currently has a lot of momentum on social
media with over 155,000 followers combined across
platforms.

6
“The simple and the minimal over
the noisy, the show-off, and the
try-hard.”
-Rohan Moore, Managing Director

7
Product
Lifestyle -
L:A BRUKET - A skincare brand
from Sweden that focuses on using
natural ingredients and therefore
proves Olive is working on its
ethical responsibilities.
Cereal magazine - A travel
style magazine that has a similar
slow, minimalist style to Olive
making it very appropriate for
the target consumer. The magazine
is not sold in mainstream stores
and therefore, aligning Olive
with a higher market.
The Gentlewoman - A modern
magazine that focuses on female
personal style. This magazine
links to the new wave of feminism
and proves Olive’s contemporary
brand message.
Kinfolk - A slow lifestyle
magazine that really represents
the aesthetic of Olive, by stock-
ing this magazine, Olive are
showing their philosophy is more
than a marketing plan.
Womens - Simple garments
with attention to detail
(including pleats and
embroidery) which
reinforces their
dedication to quality.
Occasional vintage inspired
items with 1940’s-60’s
elements represent the
heritage aesthetic within
the brand.
Mens - A capsule collection
released by season, all
items are minimalistic.
Accessories - Including
unisex items, which is very
contemporary and Brixton
headwear that is designed
from traditional styles.
Leather shoes are also made
to measure.

10
Streetstylewithunderstated
elegance.

11
7 Pittville Street, Cheltenham,
GL52 2LN, United Kingdom: a small
independent store in Cheltenham town
centre, just a minutes walk from the
main high street.
The store is very small with two
floors, magazines are laid out on table
tops and across side surfaces, while
all other lifestyle and accessory
products are displayed on a vintage
desk.
Stripped back wood and brick walls add
character and feel authentic, small
finer details such as plants, vintage
radios and candles make the store more
welcoming and homely.
Place

12
The online store is clean cut, simply
navigated and easy to digest.
Users can sign up to newsletters, read
an ‘about us’ page and make an accout
to develop wish lists.
There are quick links to delivery and
returns information.
Bolder more engaging photographs are
strategically placed to entice the
user further.
Social media can be found on the lower
tool bar along with a help button and
more acquired information.
A downfall of the site is the clothing
photographs. They are only on hangers,
which can make it hard for the user to
visualise how it will sit on the body.
Through primary research (See appendix
item one) it was clear that un-photo-
shopped models appeal most to the
consumer, this approach would work
alongside Olive’s philosophy.
Place

13
“We’re committed to ensuring our
own story, from beginning to end,
unfolds in the context of an
ongoing conversation about our
contribution to, and
effects upon, the global society..”
– Rohan Moore, Managing Director

14
Olive show clear intentions to be ethically
and sustainably responsible and respect that
their consumers also want to be, proving they
put their values before profits.
Garments are manufactured with suppliers who
are economic equals. Olive state this on
their site to prove they are working towards
more than just profits and that people are an
important part of their plans.
However, for the moment, Olive welcome
product-specific queries; this shows the
consumer they are open and honest, it also
suggests they have nothing to hide regarding
their process.
Managing director Rohan Moore often uses
Olive social media to talk further in to the
Philosophy of Olive and makes it clear that
as a brand they want what it best for their
consumers and the planet. This adds more
depth to the brand and encourages more
interactions.
Philosophy

16
Promotion - Online social media (CRM)
Facebook TwitterOlive’s Facebook page is
updated at least once daily
and receives anywhere between
4 and 900 likes. However,
there is not a lot of
engagement through comments.
Customer enquiries are mainly
dealt with on Twitter. However
they rarely tweet about
anything else. By not
utilising this platform for
promotion, Olive is not
projecting its brand message.

17
Pinterest InstagramThe least used social media
platform is Pinterest. There
is not enough engaging content
and the page needs a wider
selection of imagery capturing
the consumer’s lifestyle.
Olive’s Instagram account is
updated daily and mostly
consists of outfit builds.
Posts are tagged with the
brands name, making them easy
to find and widening their
audience.
Overall, there isn’t enough
differentiation between
Olive’s social media accounts
and with nothing to suggest
there are real people behind
the brand, no sense of
community is achieved.

18
Showrooms
Showroom events appear to be a new strategy for
Olive, SS15 is the first one to be show on their
blog.
They are open by appointment only but are shared to
consumers as a sneak peak.
This makes the consumer feel exclusive and involved
with the development of Olive.
VM
Olives interior and exterior VM is shared through
all of their social media platforms to build a
strong brand identity.
The store immediately appears raw and delicate.
Window displays are slightly cluttered, with an
intention to appear careless and free.

19
Newsletters (CRM)
The researcher has found that newsletters are very
rare, with none received over 4 weeks.
This is something that could definitely be improved,
keeping the consumer informed is vital in building
relationships and ensuring returning customers.
Press
There is no evidence to suggest Olive work with a PR
agency or prioritise the main stream press in their
marketing strategy.
However, over recent years, their momentum on social
media has reached British press including ELLE and
Look.

20
Brand blog
Olives online blog is made
up of unscheduled posts that
include photosets, playlists,
self promotion and blogger
collaborations.
They do this to create a
sense of community and
network within the
‘bloggersphere’. It also adds
more depth to the brand
identity.
Through social media and the
Olive blog the brand shows a
consistent interest in
collaborating with bloggers.
This is a good method of
promotion as it shows
consumers how wearable
products are and is a source
of outfit inspiration.

21
Brand touch points
Windows display
Olive has a stripped back window display using items
that best represent them: flowers, wooden boxes and
basic light bulbs give of a raw, essential feeling.
Inside, vintage radios, TVs and clocks bring in the
element of heritage. This is consistent with their
brand image.
In store experience
Wooden floors and stripped back interior feel
authentic while the stores layout maximises space
to maintain the idea of a slower pace of life and
encourage the consumer to notice small details in
their product. Randomly placed plants and magazines
create a homely feeling. Olive wants the consumer to
feel comfortable.
Sales person
Olive wants to create a friendly environment for the
consumer so they can take their time to look at
different products.
Sales assistants wear Olive products to further
prompt sales and show how garments can be styled and
worn daily.

22
Packaging and labelling
‘Olive Cheltenham’ on labels, hangers, bags and
receipts, is consistent with packaging from online
orders. The ‘Cheltenham’ feature links back to their
heritage and development as a brand.
Garment fit, quality and style
Garments are sized xs, s, m l. Although the sizing
could be initially difficult to determine for new
consumers it is a way of Olive differentiating
themselves from mass market brands.
T-shirts and denim are mostly 100% cotton, this
proves they take the quality of their products
seriously.
The loose fitting styles make products more
versatile and wearable every day.
Garment performance and care
Most products are advised to be washed at 40, tumble
dried, ironed or dry cleaned.
This isn’t particularly consistent with their phi-
losophy of being sustainably and ethically
responsible.
Brand touch points

23
Returns policy
If the consumer is unsatisfied
with a product, it can be
returned within 14 days for a
full refund, but if it is an
online order, the consumer must
pay for the return postage.
This returns system isn’t very
beneficial for the customer
because they loose out on
delivery charges.
Also, this policy is not
competitive with other brands and
may mean consumers are put off
purchasing at Olive.
Website
The website is very user
friendly, has a clear search bar,
links to more information as well
as engaging use of imagery. It is
very consistent with the in store
experience through its
minimalistic, easy approach.
Promotion
Olive does almost all of its
promotion online, mainly through
social media. They have a large
following and maintain
consumer relationships through
their different platforms. The
content they post is consistent
with their brand message.
PR, press and media
Olive appears to keep their
entire PR in house and doesn’t
use agencies.
However they have a lot of
coverage on fashion blogs and
have also featured in mainstream
British press publications
including ELLE online and Look
magazine.
Brand touch points

24
Through all the brand touch
points Olive consistently
proves its dedication to
being different and
delivering a high
quality service for the
consumer. From in store to
online, Olive keeps a
welcoming, clean and easy
approach to consumer
experience.
The brand message and image
is all about unique, high
quality, easy to wear,
versatile and luxurious
products.
Brand message

25
“This ambition is not a
solely commercial one – it’s also a
cultural one.”
Olive Online

27
Age : 19-28
Younger professionals in
smaller flats (E)
Generation Y
Female
Creative industry career with
higher education
qualifications.
Income : £20,000+
In a relationship - a small
percentage may have young
children.
At home they are newly
independent or are still
living with parents, typically
in the suburbs.
Early adopters
Individual, prosperous and have a desire to explore and
make a positive contribution to the planet.
A small percentage of this target consumer may have
children.
Is interested in travel, art, culture and music.
Enjoys watching vlogs in her spare time including Zoella
and IntheFrow.
Also shops in Anthropologie, Other stories and Free
People.
Needs clothes to feel comfortable in that project her
style but also look professional for work.
Favours Instagram over other social media platforms.
Uses a smartphone and favours a MacBook over a computer
as it is easy to work on the go.

29
Age : 19-28
Younger professionals in
smaller flats (E)
Generation Y
Male
Creative industry career with
higher education
qualifications.
Income : £20,000+
In a relationship - a small
precentage may have young
children.
At home they are newly
independent or are still
living with parents, typically
in the suburbs.
Early adopters
Can be found in coffee shops, art exhibitions or parks.
They are not interested in couture or catwalk, they
wear practical, ‘classic’ clothing that can be layered,
dressed up or down.
Is price savvy and doesn’t impulse buy- all of their
clothing is carefully refined to represent their
personality and style.
Favours Instagram over other social media platforms and
uses it to self promote and socialise more than anything.
Previously shopped at Jack Wills and Topman but now wants
to have higher quality, more grown up, unique items to
wear every day.

31
Age : 29-39
Career driven young families (E)
Generation X/Y
Female
Creative career, possibly a photographer
Interested in the arts and current affairs
Income : £30,000+
In a committed relationship - likely to have
children, in her own home
Early majority
Also shops in Whistles, Jigsaw and
Anthropologie.
Needs clothes to feel unique in that can be worn
at the weekend and for work.
Olive also appeals to an older consumer.
During a store visit, the researcher found 3 of
the 5 customers during the hour were over the
age of 29.
Also, as Olive has a high price point and is not
trend focussed, this may be attracting an older
consumer.
By addressing this new target consumer, Olive
could raise further brand awareness and increase
sales.

33
Low
fashionability
High
fashionability
Low
price
High
price
Olive
COS
Sister Jane
Closet London
Finery
Other Stories
For Love and Lemons
Free people
Anthropologie
Brand adjecency map
Olive operates in the middle market, their products are affordable and feel luxurious.

34
Anthropologie
Anthropologies main form of marketing is lifestyle engagement.
All of their promotion methods lead back to the consumers day to day lifestyle, this builds strong
consumer relationships and encourages more sales outside of their clothing departments.
One way they do this is through blogging, there are several blogs dedicated to Anthropologie products,
including “Effortlessly Anthropologie” and “Breakfast at Anthropologie”.
These blogs feature product reviews and sales promotions but the author will also write about her day to
day life and dreams. This makes it relatable for other Anthrolpologie consumers and links back to their
lifestyle brand message.

35
One off events create a
conversation on social media and
amongst consumer peers.
By having so many Pinterest boards
that include a mixture of product
and photography, they are offering
consumers a sense of individuality
as they can choose a range of pins
to add to their own boards.
Similarly to Olive, Anthropologie
link their posts to current events
and using hash tags, increasing the
reach of their posts.

36
COS
To keep a strong brand image, COS use a lot of visuals/videos to convey their new products and events,
this is very successful in connoting their innovative artistic brand message.
They communicate their brand message further, COS use artist collaborations instalments, events : A
different approach to that of Olive.
COS projects their minimalistic clothing through their promotion to maintain a consistent brand message.

37
The ‘things’ online page
publicises artworks that have a
similar aesthetic to COS and
further emphasise their brand
message.
COS Magazine is mostly based
around current products and art
that relates to its zeitgeist.
This provides inspiration for the
consumer and tells a story -
engaging with the user.
‘Projects’ is dedicated to all the
brands collaborations and events,
a page like this shows the user
how the brand is evolving with
current affairs.

38
Free People
Free people’s overall marketing strategy is to build a community amongst their consumers and from there
inspire their lifestyle.
Similarly to Olive, they use social media, blogs, and photography. But also use celebrity endorsements and
influencers.
Interacting with consumers outside of the product conversation helps build better CRM.
One of their biggest promotional platforms is their online blog and FP Me page. Here, they post about
further lifestyle topics.
Also, they organise FP escapes through these platforms, to remote locations where their consumers can get
together and refresh their mind.

39
Free people publishes a wide
variety of Youtube videos
including travel, wellbeing and
appearance to inspire the
consumer in different aspects of
their life.
To maintain their spiritual brand
message, Free People add small
details to their online social
media and blog.
On their Tumblr there are lots of
outfit looks, picturesque imagery
and aspirational travel
photography, something that would
really relate to their target
consumer.

40
OLIVE SWOT analysis
Strengths
Very independent with a strong philosophy
- an important USP.
Olive has already generated a lot of
momentum on social media.
The lifestyle department stocks
exclusive, luxury items.
Opportunites
Further publicise the sale items.
Consider student discount promotions.
Cultivate a community through social
media and blogging.
Weaknesses
Only one store which makes the brand less
accessible.
Poor marketing of products, there needs
to be more visuals of products on models.
Poor email marketing, no regular
newsletter system.
Threats
Competitors with existing online consumer
communities
Lack of collaborations with influencers
and innovators.

41
New opportunities
Olive are good at social media promotion and consistent brand identity, however, they are not good at
direct newsletters and are still using basic methods of CRM.
They need to improve the variety and authenticity of their promotion to keep the consumer interested and
build a community amongst their consumers.
A missing brand touch point that must be addressed is a loyalty scheme. As Olive is an independent
business, it would seem appropriate for them to show appreciation to returning consumers who support their
ambitions. A loyalty scheme would also help Olive build on their CRM.
There is a potential opportunity to bring in a new, older consumer, who would then develop more awareness
of the brand. An older consumer would have more disposable income and therefore be less distracted by fast
fashion brands. An older consumer is also more likely to express an interest in consumer community and
loyalty schemes.
To improve their marketing, Olive could benefit from associating their products with the consumers day-to-
day lifestyle more clearly. A possible method of doing this is vlogging, which is an increasingly
successful promotion method (See appendix item two three).
Word count: 3267

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Apendix
Item 1 - conduted by the researcher

43
GoPro: Nowadays everyone has heard of GoPro, and there’s a
good reason these ubiquitous wearable cameras are on folks’
radars: because the brand inserted itself in the conversation.
What’s more, the company didn’t even do the heavy lifting;
in 2013 thousands of their customers uploaded over two years
worth of YouTube content all featuring “GoPro” in the title.
This led to the creation of the GoPro Network, media channels
that focus on programming across a variety of platforms.
By 2014 the company boasted 7.2 million “likes” on Facebook,
2 million followers on Instagram, and 950,000 Twitter fol-
lowers. But the major coup was claiming 450 million YouTube
video views as well as 1.8 million subscribers. This strategy
helped increase company revenue from $234.2 million in 2012 to
$985.7 million by the end of 2013. That’s over a 200% increase
in sales in just three years. And never forget that it was
all possible because, while other companies were struggling to
figure out how to make e-commerce work for their product, Go-
Pro was turning its product into their very own media company.
Modcloth: The vintage-clothing industry has a lot going for
it. Not only does it generate billions of dollars a year, but
it boasts being good for the planet, too. But how does one
vintage operation distinguish themselves from the robust com-
petition? San Francisco-based online store Modcloth found a
way—by turning customers into brand ambassadors via YouTube.
Owners Susan Gregg Koger and Eric Kroger created their You-
Tube channel in 2008, offering up fashion lessons and contests
that engage their viewers. Since then they have been promoting
their original videos through TrueView video ads, which has
resulted in a click-through rate of 18% and the capture of the
coveted 18-34 female demographic.
Item 2 - http://www.globalwebindex.net/blog/16-
34s-lead-the-vlogging-trend - Last accessed
2/05/16
Item 3 - Meet The Brands Who Broke Into the Main-
stream with YouTube - http://www.reelseo.com/
meet-brands-broke-mainstream-youtube/#ixzz47rqvd1Kq -
Last accessed 2/05/16

44
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