FILIPPA K - COMMUNICATION STRATEGY UNI PROJECT

STAGE I

STYLE -

Timeless yet modern, our design aesthetic interprets classic elements for the real needs of everyday life.

QUALITY -

We carefully select the highest quality materials so that your favorites never wear out.

FIT -

Our team of experts brings together comfort and silhouette for elevated pieces that feel effortless. (Filippa K, 2022)

ABOUT FILIPPA K

Filippa K is a Swedish fashion brand based in Stockholm and was established in 1993. The company has stated it is international and global in mind, and Scandinavian at heart. Founded by Filippa Knutson with the purpose of offering a solution to the stress of dressing by designing simple, comfortable, practical garments with style while answering to real experiences of the day to day life.

The brand follows a minimalistic and ease of the 90’s aesthetic but is reinterpreted and adapted to the modern life. The design and fashion approach of the garments follows the perspective of longevity and long-lasting feeling so the community does not get tired quickly and establish a mindful mindset towards the environment and the future. Unnecessary details and fashion latest trends in terms of aesthetic and design is not something Filippa K includes in their designs.

Filippa K’s mission is setting mindful consumption, and working towards a change within the fashion industry from fast and hectic to a slow fashion consumption by providing pieces that can be worn and loved for longer.

The Swedish brand believes and is committed to a sustainable work ethic and with a circular fashion which has remained since the establishment of the brand. All garments are thoughtfully created with style, high quality and impeccable fit to last longer. It is due through responsible sourcing and ethical production so they can be consciously kept and given a second life after ownership.

Examples of the commitment of circular fashion: FILIPPA K PREOWNED: furthering the commitment to circular fashion with Preowned which is a space available for the Swedish community to shop and sell second hand Filippa K pieces.

WHERE DO WE FIND THE AUDIENCE:

The targeted audience is present and is the most active with the digital platforms through online streaming services such as Netflix and YouTube and social media via Instagram, which are the main places where the target audience is found in.

Filippa K is present on Instagram, LinkedIn, YouTube and Twitter.

The community on its Instagram reaches currently 256k followers on @Filippa_k. It is the platform that reaches the most and communicates directly to its audience. It does however not reach a wide audience and has low engagement and interaction with the community. Although with the small community they have, it is very appreciated and has positive comments by its current followers who are loyal to the brand, seen in what they comment on the shared content.

The second most interactive social media platform is Linkedin, in which available positions to join the team and the latest brand news are announced on a very constant basis.

YouTube offers styling tips and a closer approach to influential people within the fashion industry and it can be found in old campaigns of the brand. It is currently not updated.

BRAND DIAGNOSIS

SCANDINAVIAN MARKET ANALYSIS

Opportunities: sustainability is a trendy topic within scandinavian fashion brands.

Socio-cultural aspects: old & rustic environment and the brave, hard-working and egalitarian people; ambitious mindset. values of justice, equality and democracy internationally.

Fashion industry analysis within scandinavian market:

The Scandinavian market is globally recognised by its minimalistic approach, combining black, gray and white colors in the garments and offering quality and clean design.

The scandi overall style, and digging deeper into Swedish fashion taste, is known for being uniformed everyday style and by designing practical daytoday garments, such as stated by (Kjolberg, 2020); Functionalism that is not functional, and sober minimalism that is sometimes affected by artistic delirium.

This minimal aesthetic is clearly seen in many of the most known fashion influencers of the four scandi countries.

This minimal aesthetic is clearly seen in many of the most known fashion influencers of the four scandi countries.

Circular fashion as the thriving market for vintage and second-hand clothing is becoming a major trend among consumers living within the Scandinavian countries and the modern world. Specially among the young consumers, they are becoming more conscious about sustainability and climate change and invest on quality and vintage, preowned garments rather than brand new.

Many fashion brands within the scandi market are joining the circular fashion and are aware, invest and commit to sustainable and ethical actions, to fight against climate change and how the fashion industry is a major cause to it.

However, specifically in the Danish fashion atmosphere there has been an evolution and arisen towards a more fun, colorful and ‘messy’ style, which has been seen on the past few recent fashion shows. A sense of casual and effortless but yet cool look. Danish fashion is shifting away and making its own statement within fashion taste, from the commonly minimalistic aesthetic and approach which still remains in the other scandi countries such as Sweden, Norway and Finland.

FASHION INDUSTRIES GLOBAL TRENDS

COMMUNICATION TRENDS

At a global scale, the main communication trends rely on mobile-friendly communication through apps and social media as well as interactive messaging to engage with the customers and potential customers. Augmenting and staying alert on the latest digital communication trends and the entire customer’s digital experience is key in order to succeed within brand communication strategy, to take the customer experience seriously and to establish connection with them as to enhance brand loyalty.

Focusing on the Scandinavian communication trends, it has been analyzed how PR is the leading and key action within brands as a communication strategy. Events hosted by brands or through PR agencies are the leading actions in terms of communication strategies. Gift bags, parties, and gathering a group of the most influential fashion influencers is the key to gain awareness and recognition about whatever the brand aims to communicate and launch. This action may be the leading point within scandi culture due to money resources (stable and high economic situation within the countries)

Influencer marketing delivered through social media Instagram app is also a leading action in order to achieve and succeed within a communication strategy.

COMPETITORS

DIRECT COMPETITOR - TIGER OF SWEDEN

ABOUT. TIGER OF SWEDEN

Stockholm-based fashion house established in 1903 with a heritage in tailoring. Tiger of Sweden stands for style with purpose, dressing men and women for whom true style is about the confidence to be themselves. The brand founders Marcus Schwarzman and Hjalmar Nordström built the company on the Scandinavian principles of equality and fairness.

#TigerofSweden

WHERE TO BE FOUND.

Instagram - LinkedIn - Twitter - Facebook

CONTENT

DIRECT COMPETITOR - COS

ABOUT. COS

A contemporary, minimalist brand inspired by art and design. COS’s approach to design is one that includes “buy less wear more,” as beautifully designed basics are meant to fill wardrobe gaps for years.

‘Modern, functional, considered design’. - #cosbyyou

WHERE TO BE FOUND.

Instagram - LinkedIn - Facebook - Pinterest CONTENT.

DIRECT COMPETITOR - ARKET

ABOUT. ARKET

As a member of the H&M family, ARKET offers contemporary and quality basics and essential products, plus trend-driven pieces that can fit in a capsule wardrobe. There is an emphasis on recycling (in production but also through an in-store incentive to return old clothes) and transparency, as ARKET lists its suppliers openly onsite.

‘A modern-day market offering essential products for men, women, children and the home, as well as a New Nordic vegetarian café’. #ARKET

WHERE TO BE FOUND.

Instagram - LinkedIn - Twitter - Facebook - Pinterest CONTENT.

DIRECT COMPETITOR - HOPE

ABOUT. HOPE

A brand loved in Sweden that hasn’t had the recognition it deserves from outside yet, HOPE is for the unisex, minimalist, and androgynous design fans. Wide range of oversized but sleek tailoring lifts wardrobe staples from standard to Scandi.

STYLE BEFORE GENDER #hopestockholm

WHERE TO BE FOUND.

Instagram - LinkedIn - Facebook - Pinterest

CONTENT

STAGE II

WHY COMMUNICATION

Filippa K is a Swedish rooted fashion brand established in 1993 in Stockholm by Filippa Knutsson. The brand follows the typical and aesthetically Scandinavian minimalist, simple, comfortable and neutral style and is a very recognisable brand within the Swedish, Norwegian and Finish markets for both its aesthetic and its sustainable and high quality garments. Although it is recognised within its ‘home territory’ it does not stand out within the Scandinavian market as many of its competitors follow the same minimalistic approach, some with lower price and lower quality, and has no awareness within international territories. Moreover, the brand lacks overall brand awareness, brand engagement and interaction with the younger consumer, besides from its current consumer, on its social media platforms and the constant share of content.

Moreover, Filippa K has been hammered due to the global Covid19 pandemic crisis but has recently incorporated Liisa Kessler as the new Creative Director which aims to build upon the Scandinavian fashion house heritage as well as upscale the fashion company in the post-pandemic world. In which by the way her first debut collection will show off in June 2022. (BOF TEAM, 2022)

OBJECTIVES + KPI’S

Filippa K aims to undertake a new and modern brand identity focused on a younger and more global audience and generate brand engagement and closer relationships with the targeted audience, (current and targeted audience) in order to generate buzz and WOM. As the brand is mainly known within the older Scandinavian market, with the upcoming communication plan, FILIPPA K aims to raise overall brand awareness within the Scandinavian and a more international market.

In order to successfully achieve and reach the set objectives, the key performance indicators will focus on obtaining followers, likes, shares, driving traffic to the website, purchases and talk on social media.

Moreover in order to generate buzz and WOM the key performance indicators will be to create a engaging and interactive branding hashtag in which we can obtain user generated content through the brand’s hashtag #FILIPPAKFEVER and bring the attention to the journalists.

The constant share of content on social media is key in order to generate engagement with the targeted audience, by sharing stories with box questions to the audience, voting polls, live stories, and offering virtual shopping through facetime.

TARGETED AUDIENCE

The upcoming communication plan for Filippa K aims to reach and focus on a young target audience, aged between 17 to 30’s, while retain the current audience. Filippa K has the potential to become a leader within the younger and modern audience. Young women and men who have an elegant and sophisticated look but with a bold, cool and rock attitude inside of them. They are not afraid of anything and who aim to achieve any goal they set.

CREATIVE BRIEF

The opportunity aiming to obtain by addressing the upcoming communication plan is to generate buzz, WOM and brand engagement among the young fashion enthusiastic audience. Aim to become a relevant (on a daily basis) and an inspiring fashion brand in which the young audience can relate to and find comfort and solution anytime needed. Be on their minds when they think of a fashion brand. Reach digital success by becoming more consistent on Filippa K’s social media and establish an engaging ongoing conversation with the audience. Moreover, to create a sparkle and energy around the brand by introducing content in brand stores which will drive to social media buzz. Add sparkle and a cool, bold, edgy and younger attitude to Filippa K without fully trespassing the brand’s core values of a simple, minimalist, sustainable and functional fashion brand.

The new big idea aims to reinforce these brand’s values but by introducing it in a bolder, younger and more relatable and closer to the consumers needs and motivations.

Relaunch and present FILIPPA K’s new brand image with the creation of a short fashion film inspired and based with the SWEDISH MIDSUMMER national holiday. The midsummer holiday is very traditional and inclusive with the people in Sweden. A national holiday no one misses out on and in which people spend energy and time getting the most iconic and perfect summer look, and an event everyone talks about. Launching the new brand image basing it with the midsummer holiday will engage and bring nostalgia to the audience in which they will feel relatable.

A short and fast tensed film shared on social media, Instagram + fashion shooting photos. Its main fashion film would be released before the Swedish Midsummer date (it varies depending on the year, in 2022 it is on Saturday 25th June). The new release of a new, bolder, younger image of FILIPPA K will be accompanied with in-store content events and activities which aims to create social buzz with a strong increase in sight traffic once launched. Young females will be encouraged and inspired to follow Filippa K new brand image as midsummer is around the corner and every girl is in need of obtaining the perfect and most exclusive as well as iconic summer party outfit.

Moreover, sharing and establishing an overall look & feel of a more casual but yet cool fashion wear.

Midsommar fun by FILIPPA K

Create a video that will be published on social media (short 1 min) and will be fast and engaging fashion film to attract the targeted audience.

Based on a group of fun, trendy, cool, spicy, edgy and fearless girls who join to dress up and glam together preparing for a Midsummer party.

The models performing in the fashion film campaign will be relevant and known figures within the Scandinavian fashion industry in order to reach the targeted audience.

THE HOLDAY

The Swedish population celebrates the weekend closest to June 24th to welcome the beginning of summer. It is a national holiday that starts taking place with preparations days before the due date. People leave their hometowns and hectic cities and go away to their summer and weekend go away cabins as the young ones organise and have their own special encounters in which they gather by thousands of people. Homemade flower crowns are worn and it is the iconic accessorie that can’t miss out, it consists of taking a flower of different types and join them together on a thin thread.

Guests and people start gathering to party during the first hour of the afternoon in which traditional games take place, dancing, food and drinks does not stop. Later at night, closer to midnight when the sunset starts going down, however in some parts of the country it does not pass or come after the twilight, the young party people come together from their respective festivities and join together to sing and dance to the traditional swedish songs.

1- A GIRL WILL FIRST APPEAR & WILL BE FACETIMING HER BESTIES. SHE WILL INVITE THEM TO ALL JOIN AT HER HOUSE THE NEXT MORNING (ON MIDSUMMER DAY)

2- GROUP OF YOUNG GIRLFRIENDS MEET UP & GATHER TO GET READY AND GET GLAMED UP TOGETHER FOR THE UPCOMING MIDSUMMER DAY - NIGHT HOLIDAY

3- THE HOST MOSAS, FRUIT WILL BE SET ON THEY WILL ALSO GIRLS WILL BE JOYING TO THE

4- A SCENE WALKING OUT THE DOOR WILL BE SHOOTED, AS THE GROUP OF FRIENDS LEAVE THE HOUSE.

5- THEY TAKE THEIR BIKES AND BICYCLE TO THE HOUSE WHERE THE PARTY IS TAKING PLACE, CLOSE TO THE BEACH.

6- THE GROUP OF FRIENDS ARRIVE TO THE PARTY AND JOIN THE GUYS AND THE REST OF THE GROUP

HOST WILL HAVE PREPARED BRUNCH INCLUDING MIFRUIT AND TOASTS IN HER BACKYARD AND MIRRORS ON THE TABLE. WHILE THEY ARE PUTTING MAKEUP, ALSO BE DOING SUMMER CROWNS TO WEAR.

BE LAUGHING & IT WILL BE SEEN HOW THEY ARE ENTHE FULLEST

7- THE NIGHT IS COMING UP AND GIRLS BECOME MORE EDGY, COOLER, FUNNIERWILD - APPEAR WALKING ON TOP OF THE TABLE...

The visual tagline for the campaign:

MIDSOMMAR FUN

Campaign’s yearly #hashtags:

#FILIPPAK #FILIPPAKFEVER

EXECUTION

The creative path of the content will consist of a short film which will bring nostalgia, familiarity and a strong bond and connection to the brand’s roots and culture. Nostalgia regarding a festivity and holiday which brings together family and friends each year and creates memories that lasts for a lifetime. It aims to pursue the audience and remind them of that specific holiday and all the emotions related. It is also something the audience will relate to and feel familiar and identified with culture. The selected models who will appear in the short film will be relevant within the scandinavian fashion industry as to give voice and engage with the targeted audience.

The short film will be directed by the main heads of the creative team of FILIPPA K. The team is formed by the recent incorporation of Liisa Kessler as the new creative director of FILIPPA K, Ellen Wihkle, Lauren Palmer, Elin Hagström, Frida Regeheim and Caroline Ellingsen. These women has high knowledge in fashion and the industry and know the brand and how to get the bestto portray it.

The camera man will be external from the company and will be hired by FILIPPA K.

The full version of the short film will be fast moving and hectic and will last between 2 to 2.30 minutes. It is key to it to be short to have the full attention of the expectators and audience on the entire piece at all time, to not bore them.

The adaptations of the short film will last 30 seconds and will show different scenes, as a trailer, showing small and most engaging parts as to provoque the desire on the viewers of wanting to see more of it and how the film ends.

TIMING

It is an annual communication plan and in order to succeed it is key to have all the communcation activities well organized and set. Moreover, as we are planning a one year ahead communication plan it would be convenient and key to have a few back up plan activities or rough ideas in case of an emergency such as an internal brand emergency situation or external causes which could interfere along the planned year and are out of our hands, clearly seen with the arrival of the global pandemic of Covid-19.

The communication campaign will be launched in June 2022 and the main activities are expected to take place before the due month launch, while the follow up activities will take place after the launch.

MEDIA STRATEGY & COMMUNICATION PLAN

POES STRATEGY OVERVIEW

PAID MEDIA

This segment has been carefully and precisely thought out, due to the tight and down to earth budget, in order to get the most out of it.

Filippa K will only invest in online media through the use of influencer marketing. A selected group of Scandinavian icons will be selected in order to promote and communicate with their respective communities, Filippa K’s new communication campaign.

OWNED PLATFORMS

Filippa K will invest most of its communication plan’s budget on its own platforms to support the communication campaigns’ new brand message.

Activities such as the official website, content on Instagram, brand identity and visuals, packaging, podcasts, employee and customer content, stories and tutorials and direct marketing through newsletters. These activities will be further developed in detail in the communication plan.

EARNED MEDIA

Along with the branding renewal and the campaign’s tagline and hashtag it is expected to obtain user generated content and build a community and engage with the desired targeted audience.

Generate buzz, excitement and Word Of Mouth among the targeted audience, and receive reviews, social shares and mentions as well as reach and amuse fashion magazines, which of the priority is Vogue Scandinavia as a first approach, considering the market the brand is targeting in.

SHARED MEDIA

The set of activities aim to generate engagement with the brand as well as to raise awareness. Be present within the minds of the targeted audience.

Moreover, another objective is to receive social media mentions and publications.

COMMUNICATION MIX

The main communication channel which will be used in order to launch the upcoming new communication plan for Filippa K and promote it will be through digital channels as it is the most used media in which to reach and locate the targeted audience for the communication campaign. The use of events will be the other main communication channel in which the upcoming communication plan will be introduced and presented for our current audience and the targeted one.

Both communication channels will come together with a range of different key communication activities which aims to fully communicate and portray all aspects of the upcoming brand’s communication plan and support it, to fully reach and succeed with the expectations and set objectives of the communication plan. Each communication activity will be explained in detail further next.

LIMITED POP UP

DEVELOPMENT

During a limited period of time, a pop up store will be open and located in Norrmalmstorg, centre of Stockholm. The outside and facade of the pop up store will be set, present and visible for the people 1 month prior the launch of the campaign, but the inside of it will not be visible. It aims to generate curiosity and hype the people who pass by it, and to spread word of mouth among the target audience. Later on in time, exactly 3 weeks before the launch of the campaign, the selected fashion influencers will attend the first day of the opening of the pop up store and promote the event on their Instagram accounts with their audience. They will spread the news.

Once the opening day is done, the targeted audience will be able to attend the event on the pop up store by subscribing to Filippa K, and will receive their ticket on a chosen day, free of choice up to the customer. Open from 10 am to 6 pm from Monday to Saturday.

The event will consist of viewing the collection, chatting with Filippa K’s creative team and the influencers available and present on the day, who will be giving styling advice. And a workshop will also be held at the same time, consisting of doing the typical midsommar flower crowns accompanied by small snacks, wine and mocktails, and a photocall to catch spontaneous images of the people attending which will help to create additional content.

OBJECTIVES

- Engagement with the brand’s new message and identity and generate curiosity, excitement and awareness.

- Brand experience

- Brand awareness

BRANDING IDENTITY

DEVELOPMENT

The current logo is not as catchy as its competitors due to it being written in small letters. It does not give the sense of power, boldness and uniqueness but looks simple, quiet and lowkey. It would be an opportunity to change the brand name logo’s typography by adding it with big capital letters as a first approach and may add the year the brand was established as to embrace and restate it. It would respect the minimalistic and classy style of the current logo but by adding a stronger, impactful and edgier look and feel, as to portray the new communication plan of a edgier and younger FILIPPA K. It would be further sent to the creative team as to plasmate the exact and precise typography of the current logo. The branding identity will be visible on the logo, packaging, the clothing labels and in physical branding retail stores.

OBJECTIVES

- Brand awareness - Bolder, trendier, edgier attitude

SOCIA MEDIA

DEVELOPMENT

Social media platforms will be the main communication activity which aims to fully deliver the brand’s message and story of the new communication plan.

Short clips taken from the full piece of the short film will be first posted on Instagram presented as small trailers, which will introduce and give hints of the upcoming communication campaign. It will be posted two weeks before the launch of the full piece of the short film.

The full piece of the short film that will be launched, will be uploaded on Filippa K’s current existing YouTube platform. The photos and content posted on Instagram and on the website will be supporting material and related to the new communication campaign. It will give another look and feel of the brand.

The type of content will be more real-life-situations so the consumer can feel related = more engaged, fun.

Reels, behind the scenes from campaigns, inspiring images of the season, inspiring images from the campaign and introduction of news and cover of the host on the podcast will be shared and posted on @Filippa_K Instagram feed.

Sneakpeaks, behind the scenes, the episodes of new available podcasts, polls, this or that, the team’s favourite items and must haves of the season will be shared and posted as stories on @ Filippa_K Instagram.

The content will mainly be done by the brand’s creative team & employees.

OBJECTIVES

- Generate engagement on social media between the brand and the audience.

- Portray and support the message of the launch of the communication campaign with engaging content.

- Build brand awareness and build a community aiming to obtain user generated content through the campaign’s hashtag.

INSPIRATION - LOOK & FEEL

MIX BETWEEN DAILY REGULAR LIFESTYLE ACTIVITIES & FASHION EDITORIAL IMAGES ENGAGE AND FEEL RELATED TO BRAND

DEVELOPMENT

The newsletters will be delivered through the subscribers’ emails on a daily basis. To make the newsletters entertaining and amusing, so as to not lose the interest or go unnoticed when arriving at the inbox of the subscribers, it is key to deliver inspiring content and not be repetitive or annoying.

Such as: building outfit ideas styled with selected clothing items of the available collections for both special occasions when the customer is in urgent need of inspiration or purchase of an outfit to wear, as day to day inspiration.

Special discounts and special events throughout the year will be announced and communicated through the newsletters.

Specifically to the Limited Pop Up event, Thank You letters will be send in order to show appreciation for the attended guests.

OBJECTIVES

Encourage consumers to purchase the brand. Be available anytime and think of our consumers by creating inspiring and creative looks.

To be able to portray the new brand’s message aiming to be communicated to the targeted audience aiming to reach, it will be supported by a change on the brand’s visuals materials and retail

INSPIRATION - LOOK & FEEL

DEVELOPMENT

A public and open profile of FILIPPA K on Spotify will be created and shared with the audience under the concept name of ‘ON AIR by FILIPPA K’.

Trustful, credible and down to earth conversations with high experienced and qualified figures within the fashion industry who are working and forms part of the FILIPPA K team.

Conversations will be based from styling tips referencing to FILIPPA K’s available collections, sustainability actions and how to be responsable by still consuming and being a fashion enthusiast and how the indusrty operates.

The podcast will give a glimpse on how FILIPPA K work looks like and how the team operates, news of upcoming collections and its processes as well as an overview on the overall fashion indusrty.

The presenter of the podcast will be Lauren Palmer who is the current copywriter in FILIPPA K and will be recorded in a studio room with the correct equipment in the headquarters office of the company based in Stockholm.

The podcasts will be streamed through Spotify and each episode will be kept on the profile for new listeners.

OBJECTIVES

- Aim to inspire young women to be the best version of themselves, to be confident and guide them finding their style.

- Get closer to the consumer and targeted audience, opening up and brining the brand closer so that the consumer feels part of the brand.

- Build a credible and trustful relationship in which the consumer can feel safe with.

TUTORIALS / VIRTUAL SHOPPING

DEVELOPMENT

The virtual shopping experience will consist of booking free FaceTime appointments with a time slot free of choice and availabilty for the customer, from 10 am to 13 pm from Monday to Friday, and purchase from home. A guaranteed and highly qualified fashion styling assistant from the FILIPPA K team will guide, recomend and help the customer in order to reach the desired shopping expectations during the entire purchasing journey.

The assistant will follow the desires and needs of the customer, walking around the store showing the clothing items available as well as trying on the selected items in order to get the look and feel of how precisley the items feel like on body.

The virtual shopping experience and service will be available worldwide, and will give a closer and reliable shopping experience for the customers living in countries where FILIPPA K is physical retail stores are not available.

OBJECTIVES

- Aim to offer a reliable and confortable shooping experience to the busy targeted customer and audience.

- Become a reliable fashion brand and offering the best qualified service to our customers at anytime and anywhere.

- Facilitate the audience who suffer from the uncertain situation of Covid-19 and feels unsafe to crowded and public spaces. They can be home and safe while obtaining the most reliable shopping experience.

METRICS & TOOLS

In order to conduct a proper communication campaign and reach the objectives set it is fundamental to measure its success.

To be able to measure the development of the activities and actions of the communication plan it is key to establish parameters in order to keep everything under control and observe the progress of the campaign launch.

The tools which will be used in order to follow the activities within the digital channels key activities and methods to follow in order to see the progress of the new communication launch will consist of the following:

social media reach engagement on social media with our audience

Media impressions

Rise of comments on the posts shared on @filippa_k’s Instagram

Rise of followers on Instagram

User generated content by tagging @filippa_k and using the campaign’s #hashtag

Brand mentions - used brand and campaign hashtag

ANNUAL CALENDAR

CAMPAIGN BUDGET

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