Chiến dịch truyền thông thời trang, Tạo chiến lược và kế hoạch marketing cho thương hiệu thời trang The Blue Tshirt

THE
BLUE
T
SHIRT
Figure 1: The Real Tank by The Blue T-shirt, n.d

INTRODUCTION TO FASHION MARKETING

FASHION COMMUNICATION
CAMPAIGN - STRATEGY AND PLAN


Marketing goals
& communication objectives
for the campaign

Brand overview

The brand's challenge

Target Market overview

TABLE
OF
CONTENTS

Creative Concept
& Key Messaging
Media Selection

Budget & ROI

New product details

Campaign Calendar


BRAND OVERVIEW
About The Blue T-shirt
It is a renowned local brand in Vietnam, was established in 2013 and, carrying on a mission to
inspire confidence in women with the slogan "Making women feel confident in who they are"

(The Blue T-shirt 2021)

Figure 2: Cheeky Chic Wide Leg Jeans by The Blue T-shirt, n.d Figure 3: By The Beach Bucket Hat by The Blue T-shirt, n.d

Figure 4: Blue Dream Jeans Jacket by The Blue T-shirt, 2021

Figure 5: Bead Bag World by The Blue T-shirt, n.d

Product: the shop's products are pretty diverse from clothes (tops, bottoms, and dresses) to accessories (hats, bags, and scrunchies), and
the outstanding items are jeans pans (The Blue T-shirt 2021). Each product is made carefully and thoughtfully to ensure its durability after
many usages. It makes buyers feel satisfied with their purchase decision for Blue's products (Nguyen 2021). At Blue T-shirt, its product
embrace a youthful and energetic spirit that appear appealing to young, and high-spirited girls.
The Blue T-shirt is just not a fast-fashion brand, it also is aware of the environment, thus, they work unceasingly to innovate new ideas of
using eco-friendly materials in the product development process. For example, they launched the underwear collection which is made by
Bamboo material (The Blue T-shirt 2020).


BRAND OVERVIEW
Design: According to the interview,
consumers prefer The Blue T-shirt's

clothes to other brands because it is basic,
modern, smart-casual. Therefore, they can
easily mix The Blue T-shirt's clothes with
other accessories to create a variety of
outfits with different styles.

Brand Positioning

Expensive

Soda Pop

Uncoo
l

Oversized Shop

Tu By Catu

Price: The price range is $9 to $65, which is
an appreciated price for its target
customer, the middle-income group in
Vietnam (The Blue T-shirt 2021).

The Blue T-shirt
La Min Apparel
Dottie

Libe

Miều Fashionista

Inexpensive

Nhà Kho Liti

Cool


CHALLENGES
Design: because the clothing design is too
simple, basic, and normal, the brand and product
images do not stand out from the domestic
competitor, which is La Min Apparel. Therefore,
The Blue T-shirt has fewer competitive
advantages in products.
Consumers' perception: they perceive The Blue
T-shirt's products as reasonable prices,
comfortable wearing, and high quality. Besides,
they do not perceive any emotional benefits
from this fashion brand.

Figure 6: Plain White Tee by The Blue T-shirt, n.d


Target Market
From the interview of the Assignment
1
Target Audience

Shopping habits

Expectations

The Blue T-shirt focuses on
young women who are
students and office workers
with low-middle income.
They live in big cities with a
tropical climate such as Ho
Chi Minh city and Ha Noi
capital, Their personalities
are mainly extrovert, social,
and energetic.

The
target
audience
prefers shopping in-store,
going
shopping
with
friends,
and
window
shopping on social media
(Facebook, Instagram, and
E-commerce sites).

Basically, all fashion customers

choose to buy high-quality
clothes at affordable prices. Most
Vietnamese customers also care
about the value of their image
as well as sustainability trends
(VietNamNew 2020).


NEW PRODUCT - Undyed Jeans
Adverse effects of jeans manufacturing
process on the environment:

Why did our team choose
‘Undyed Jeans’ as a new product:
The use of natural colouring
materials for dyeing and
printing and natural finishes to
achieve various functionalities
in fabrics is also gaining
impetus, as well as recycling
end-of-life clothing and
plastics into new textiles
(Nayak, 2020, para.16)

Figure 7: Kingpins-Tavex by WGSN, 2021

Muthu (2017, p128) argues that
"Environmental problem is more severe
in developing countries, where textile
production contributes to a larger

percentage of the gross domestic
product and processing facilities are out
of date. In addition, chemicals used
during the manufacture of these
materials end up as toxins polluting the
air, soil and water. Bleaching and
coloring of fabrics also warrants an
enormous quantity of water, dyes,
chemicals and energy. Around one
million tons of chemicals and dyes is
used every year to color fabrics".


What will denim look like in the future? Szmydke-Cacciapalle (2018, p. 158) said there will be a question mark, like
‘what’s in it?’ just like we see a list of ingredients in food today.

P
R
I
C
E

How many wastage can the undyed jeans reduce compared to normal jeans: By using the ‘naked’ fabric it saves
74% CO2 and uses 93% less water compared to the industry standard (MUD Jeans 2021, para 4)

760,000
VND
34.00
USD

Figure 8: Recycled organic cotton mix denim short by Gamentory, n.d

Figure 9: Will Works-Undyed by MUD Jeans, n.d

Figure 10: High-Waist Undyed Organic Stretch Cotton Ankle Jeans
by Neiman Marcus, n.d

PRODUCT ATTRIBUTES
Denim Fabric explores durable and cosy textiles that are fit for outdoor and indoor adventures
Fibre and yarn: Source GOTS-certified, BCI and Fair Trade cotton, adding eco cellulose fibres such as Tencel Refibra. Hemp and linen add natural slubs.
Undyed fabrics mitigate the impact of dyeing and allow the fabric to stand out more (Trotman 2021, p.5)
Design: Regular straight cuts have been on the rise for a few seasons, but expect the consumer to prioritise loose silhouettes that offer comfort in the
wake of the stay-home restrictions of Covid-19 and it creates timeless, durable and value-driven styles


COMMUNICATION
OBJECTIVES

MARKETING GOALS
The value we will create: ‘Sustainability’
Why? The business rationale for sustainability is clear because consumers
increasingly demand it (Thorbeck 2021, para. 4).
Vietnamese market’s cultural factors: Nguyen et al. (2018, pp.560-570) argues
that consumers take flexible approaches to the problem of sustainable and
ethical consumption. Given that the promotion of recycling and water-saving

fosters energy conservation behaviour of consumers in Ho Chi Minh City,
Vietnam.
Potential challenge: full market acceptance of sustainability is going to require
lower costs which means that the price of the product should be lowered.

Our competitive advantage: cost savings during the dyeing stage
Our marketing strategy: Expansion - Product Development with fresh offerings
in tune with a current trend to increase sales
Why? On assignment 1, invariable and ordinary products have been raised as
weaknesses.
The SMART objective of our brand: achieve sales growth of 20% with a new
product over the next four months.

Target audience: ‘Liking stage’
The object of our communication: To raise awareness and reinforce
brand values
Communication objectives:
-How advertising and promotional efforts will position the brand? Our

main marketing tool is to expose new products to potential consumers
through the SNS platforms most frequently used by Vietnamese
consumers. It also aims to build an image of our brand's sustainability
through collaboration with an influencer who pursue sustainable
lifestyle and through collaboration with media that are frequently read
by young generation and has target groups similar to our brand.
What is the most important message it needs to convey?
With a new product developed with sustainable design, it makes
consumers feel that they are spending ethical and sends a message

that their little ethical behavior has a huge impact on the environment.


KEY MESSAGING
2.The objective of the marketing communication

1.Stage of Target Audience
According to Nguyen's survey (2021),
the interviewed customers are heavy
users, who are university students, and
young businesswomen.
In Nguyen's interview (2021), the
customers were well aware that The
Blue T-shirt's products are comfortable,
functional, and high-quality. Since the
customer’s perception about the
products are very clear, the target
audience's stage is at Liking.

Values:
The Blue T-shirt values and prioritizes the benefits that it brings to the community
and the environment. It values the customer’s experience when wearing the
product and minimizing carbon footprints to the environment (The Blue T-shirt,
n.d).
Since Liking stage means customers begin to relate and develop connection to the
product, Blue wants to increase the brand’s awareness and make the values
perceptible to the customer to establish an emotional connection with them
(Bhasin, 2021).
Therefore, the objective here is to reinforce the brand’s values AND provoke action.
Based on Nguyen's interview (2021), Le said that she was willing to purchase ecofriendly products even if it was more expensive. Another customer - Tran, also
asserted that she would prefer brands that use eco-friendly products. Hence, it is
quite reasonable to say that our target customer highly values the importance of
sustainability and would likely to buy eco-friendly products more, which is an
advantage for our marketing strategy to tailor forward to.

KEY MESSAGING
3. The Key Message
"Do something.
Even if it's a small action, it worths a big difference."
By removing toxic chemicals, and use natural coloring materials,
our jeans are better for the environment. This means your jeans
save 93% water consumption and reduce 73% CO2 (Mud Jeans
2021).
For each order of your undyed jeans, The Blue T-shirt will deduct
30,000 VND to donate to the Song Foundation, a non-profit
organization that supports and develops a sustainable community
and environment.
YOU are making an impact from small action. We make it simpler
to help you contribute these positive changes to our environment
and community. Get a chance to make an impact now.
#LivesustainablywithBlue

Figure 11: Water-Preservation Forests Fundraising Campaign
by Song Xanh Foundation, 2021

The Blue T-shirt aspires to deliver a message saying that
YOU can make positive changes from small actions.
This campaign encourages a sustainable lifestyle and helps
the customer contribute small changes to our environment
and community, and makes them feel good knowing that
they are making a difference. The emotional value
generated from the product is the inspirational feeling that their action matters and can make positive impacts.


CREATIVE STRATEGY

The creative strategy seeks to show the customers the
manufacturing process and its total water, CO2 savings
from the process. Also, the product would be promoted
through Song's foundation campaign to accentuate on the
contributions of the customer, which would be
demonstrated in video/images. The overall purpose is to
make the customer see the impact, understand it and
associate themselves with the brand and product and act
on it.
The Feel strategy is implemented in this campaign,
centralized in the Attitude area. This concept underlines the
valuable contributions and positive impacts from small
actions that customer make . Hence, creating emotional
value associating with hopeful and inspirational feelings

This tone of the message is emotional: feeling Inspired,
and necessitated to act, which would help The Blue Tshirt to connect to the audience more emotionally.

Creative Concept


The Undyed Jeans Teaser video is intended to illustrate the tone of the message, the jeans feature, and the key message
behind the product. The creative concept aims to inspire the customers with the idea of contributing positive impacts from
small actions, hence, generating a meaningful, and inspiring feeling when looking at the product.

Figure 12: Undyed Jeans Teaser Video by Mai Nguyen, 2021


1. Facebook
- Running ads for the first 2 months featuring the product image and message.

Facebook ads can appear on Newsfeeds on desktop and mobile (Facebook, n.d).
Why?
- Based on Nguyen's interview (2021), the customers spent most of the time
reading news on Facebook.
- Facebook ads help The Blue T-shirt to reach our target/potential customers
about a new product.
- Facebook can give daily consistent results about the reaches/impression from
the ads (Facebook).
Objective
- To reach 3.000 people on Facebook
- To increase 10% social interaction on Facebook in 2 months.
2. Instagram
- Running Video and Photo ads for 3 months on the product's features and
message.
Why?
- Instagram ads can target potential audience (Neilpatel)
- Since La Min's followers -130k nearly reach the number from The Blue T-shirt 134k. Running ads featuring the product's feature and the message is essential to
surpass the followers of our competitor.
- Customer in Nguyen's interview (2021), said that they often surfing Instagram to
window-shopping.
Objective
- Increase 200+ followers in 2 months
- Gain 300 clicks to the website in 2 months

MEDIA SELECTION
Paid

Figure 13: Screenshot from Instagram ?profile - thebluetshirt (The Blue T-shirt 2021

Figure 14: Screenshot from Instagram ?profile - laminapparel (La Min Apparel 2021

3. Vietcetera's platform - Facebook and Instagram
- Collaborate with Vietcetera to promote the jeans and the Song
Foundation work to advocate for the impacts customer can make
when they buy products. Specifically through the manufacturing
process and the impacts to the community & environment from their
purchase.

MEDIA SELECTION
Paid

Why?
- Nguyen (2020) revealed that the most widely used social media
platforms amongst 16-64 Vietnamese are: Facebook (91.7%) and
Instagram (53.5%).
- Vietcetera is a media news company., their target audience is
Generation Z aged from 20-30, who is office worker, high-educated
people (Vietcetera, 2021). These people like reading and learning new
things around them.
- Vietcetera's Facebook and Instagram can achieve more than
7,000,000 reach/month. (VIetcetera, 2021). Hence, collaborating with
Vietcetera would undoubtedly increase the engagement level and no.
followers for The Blue T-shirt.
Objective
- Gain 500+ likes on the original post and increase 650+ followers on
Facebook and Instagram in 2 months.
- Gain 100k+ reach & Frequency
- Increase 10% original website traffic in 2 months.
- Enhance customer's perception towards The Blue T-shirt

Figure 15: Screenshot from Facebook and Instagram profile Vietcetera (Vietcetera 2021)


4. Helly Tong - Representative
Activities:
- Become the Face and Model for the Undyed Denim Jeans
Collection
- Post + repost The Blue T-shirt's posts on Instagram and
Facebook
- Record an unboxing process + take photos with the product
- Representing The Blue T-shirt to deliver the product's message
in her own words.
Why?
- Helly Tong is an esteemed environmental influencer on social
media, who values a sustainable lifestyle. Her becoming the face
for this collection is an ideal strategy to attract potential
customer - young people cares about environmental issues.
- Tong's Instagram profile has 300k+ followers, each post has an
average of 3.000 likes.
- Tong's Facebook has 140k+ followers, each post gains averages
of 800+ likes. Therefore, Tong promotes the product would
certainly gain a significant engagement level for The Blue T-shirt
social media.
Objective:
- Gain 6.000 reaches to Instagram, Facebook, website in 3
months
- Gain 300 online + in-store orders in 2 months
- Build a reliable relationship between customer and The Blue Tshirt & reinforce brand's values

MEDIA SELECTION

Paid

Figure 16: Helly Tong by Tong Khanh Linh, 2020

Figure 17: Screenshot from Instagram profile - hellytong (Hellytong 2021)


MEDIA SELECTION
Earned
ACTIVITIES: On the Instagram platform
- We will send the product as a present to influencers. Then, influencers can post the
unboxing process on Instagram story or wear it on their daily image.
- We also encourage customers to send pictures of them wearing Undyed jeans with a
review and hashtag.
- Customers can share by posting the image on the story Instagram.
Figure 18: Salim, Amee & Truc Anh wear The Blue T-shirt jeans by salimhwg, 2021
- The main hashtag of this campaign: #LivesustainablywithBlue
WHY WE CHOOSE INSTAGRAM FOR THIS ACTIVITY:
Looking at Blue's Instagram page, there are 134 thousand followers. Most images of
clothes items reach from 200 to 900 likes for each post. Especially, posts with celebrity
images will attract more Instagram users with more than 2000 likes. This platform has
the highest interaction between shop and customer, compared to all of Blue's
platforms.
OBJECTIVE:
- Reinforce brand's values and awareness.
- Influencers' image can attract more potential customers (based on the number of
each influencer's followers) who care about the sustainability topic.
- Gain 1000+ reaches on the Instagram website

- Gain 300 followers in 2 months.
Figure 19: Screenshot from customers feedback on Instagram story - thebluetshirt (The Blue T-shirt 2021)


Salim

Amee
Account: ameeamee_m
Role: singer
Followers: 1.7 million
Likes: 30.000-90.000
Style: feminine, chic, trendy

Figure 20: Amee's image on Instagram by Amee, 2021

GiangOi
Account: salimhwg
Role: fashionista, actor
Followers: 965.000
Likes: 8.000-30.000
Style: chic, sporty,
glamorous

Figure 21: Salim's image on Instagram by Salim, 2020

Account: giangoivlog
Role: blogger, youtuber
Followers: 403.000
Likes: 15.0000-40.000
Style: sophisticated, natural,

classic
Figure 22: Giang Oi's image on Instagram by Giang Oi, 2019

From the interview, customers said that their purchase decision is impacted by influencers whom they follow
wearing these clothes as well as they will be more likely to have a look at these items. Therefore, we select 6
below influencers who are suitable for the key meaningful message of the campaign.

Man Tien
Account: manttien
Role: model, beauty blogger
Followers: 1 million
Likes: 20.000-50.000
Style: sophisticated,
feminine, classic

Thao Tam
Account: mia.soya
Role: blogger, actor, model
Followers: 309.000
Likes: 10.000-40.000
Style: gamine, natural,
sporty

Figure 23: Man Tien's image on Instagram by Man Tien, 2020 Figure 24: Thao Tam's image on Instagram by Thao Tam, 2020

Bedaulbe
Account: bedaulbe
Role: blogger
Followers: 75.000
Likes: 3.000-10.000

Style: sexy, romantic,
trendy
Figure 25: Bedaulbe's image on Instagram by Bedaulbe, 2021


MEDIA SELECTION
Owned

Instagram & Facebook

ACTIVITIES:
- Posts about new product - photos of the Jeans, video of the product manufacturing
process.
- ?Using the story feature to connect with customers daily: upload product images,
suggest mix and match with undyed jeans.
- Reposting feedback images of customers wearing the Undyed Jeans.
- All posts will have the hashtag #LivesustainablywithBlue
WHY:
- Because The Blue T-shirt owns Facebook and Instagram, they can promote product
without paying.
- In Vietnam, the number of people using social networks rose to 72 million users in
January 2021 (Kemp 2021).
- Instagram and Facebook are important platforms of The Blue T-shirt, it is where The
Blue T-shirtt can reach the customers most effective. 100% of respondents in the
interview said that they use Facebook and Instagram mostly to update news and
shop window. (Nguyen 2021).
- Facebook and Instagram have a lot of useful features to increase the interaction of
posts between customers and brands such as repost, share, poll.
- Facebook and Instagram post engagements can be tracked right on the app.

Figure 26: Screenshot from Instagram and Facebook posts - TheBlueTshirt (The Blue T-shirt 2021)

OBJECTIVE:
- Gain averaged 500 likes on Instagram posts and 100
likes on Facebook during the campaign.
- #LivesustainablywithBlue has 1000+ social media posts
by the end of December.
- Attract 100 more followers on Instagram and 100 more
likes on Facebook in 1 month.

#LivesustainablywithBlue


MEDIA SELECTION
Owned

The Blue T-shirt Website

ACTIVITIES:
- Posting new products in the shop section
- Create pop-up ads premiering new product when the customer enters the
website
- In the blog section, The Blue T-shirt post the story of the campaign, how
undyed jeans have a good effect on the environment, share pictures of the
process of jeans being made.
Figure 27: Screenshot from The Blue T-shirt website WHY:
The Blue T-shirt (The Blue T-shirt 2021)
- Brand official website is essential to the brand image. An invested website
will increase credibility, revenue, and visits from customers (Kaplan 2020)
- The website will ?active 24/24, so customers can read product information

at any time without having to wait for a response from an online
salesperson. This helps customers find it more convenient and saves them
time.
- To create an image of a fashion brand that cares about the environment
and society through posts about this campaign on the website. From there,
it can attract new customers with similar interests to visit the website.
OBJECTIVE
- To gain 10% website traffic in 3 months
Figure 28: Screenshot from featured product on The Blue T-shirt
website - The Blue T-shirt (The Blue T-shirt 2021)
- To gain 200 online order and in-store purchases in 2 months


B U D G E T
Activity

Type

Description

Vietcetera

Post about our campaign on their Facebook &
Instagram

Vietcetera
Paid
media

Get reach with KPI of 133,333

Cost per
Unit / Day

Total cost

1

17,000,000
vnd

17,000,000
vnd

1

4,608,835 vnd

4,608,835 vnd

Facebook

Running ads daily in 2 months

61 days

300,000 vnd

18,300,000 vnd

Instagram

Running ads daily in 2 months

61 days

300,000 vnd

18,300,000 vnd

Helly Tong

The Face of the campaign

1

40,000,000 vnd

40,000,000 vnd

Gifts

Sending jeans for 6 influencers and Helly Tong

21

200,000 vnd

Shipping fee

Ship the jeans to influencers addresses

3

30,000 vnd

210,000 vnd

300

200,000 vnd

60,000,000 vnd

Earned media

Garment
production

Jeans

Manufacturing jeans for the first time
production

Video
production

Video

Making video about the process of

undyed jeans production

Lookbook

Photos &
Video

4,200,000 vnd

1

5,000,000 vnd

5,000,000 vnd

Shoot photos and video of new
collection with Helly Tong

1

7,000,000 vnd

7,000,000 vnd

Poster

Place it on store window to introduce
the campaign

2

100,000 vnd

200,000 vnd

Donation

Taking 30,000 vnd of each bill for the
charity fund

300

30,000 vnd

9,000,000 vnd

Store Window
Display Mock-Up
Promotion

Unit /
Day

Back up cost

9,000,000 vnd

Total budget

Note

During 4 months of
campaign
Each person have 3 jeans
in the new collection

3 designs, produce
100 pcs each design

192,818,835 vnd


R O I
Income
Sales volumes

Sales revenue

300

228,000,000 vnd

Cost of investment
192,818,835 vnd

Total Budget

Net profit
35,181,165 vnd

Sales revenue - Cost of investment

ROI
Net profit
Cost of investment

x 100

18,2%


TIMELIN
E



THA NK YOU
FOR LISTENING