Speculative Marketing Strategy for Lucy & Yak
This page is a brief overview of the speculative strategy. View the PDF to see the full details.
Brief:
Lucy & Yak is UK a clothing brand that started in 2017 and now has 15 stores across the UK, and an online store that ships worldwide.
They want to expand and reach consumers aged 18-24, as their current primary audience are aged 25-34.
They sell a variety of different clothes, work sustainably, and value identity, community, inclusivity, and self-expression.
Source: Google images
How can Lucy & Yak expand its appeal beyond dungarees among sustainability-conscious consumers, while retaining the brand identity that made it recognisable?
Current Target Audience:
Gender: Women
Age: 25-34
Location: UK
Social Medias: Facebook, Pinterest, Instagram
Interests: Shopping, fashion, lifestyle
Source: Similarweb
New Target Audience:
Gender: Women
Age: 18-24
Location: UK
Social Medias: Facebook, Pinterest, TikTok
Interests: Shopping, lifestyle, sustainable fashion
Source: My full strategy deck PDF
New Target Audience Primary Research Surveys
Full research and results analysis available on the strategy PDF
Results analysis overview:
Most of the respondents stated they had heard of Lucy & Yak before, but hadn't purchased anything from them.
Most respondents noted that sustainability in fashion is a high priority for them.
Most respondents were not aware of Lucy & Yak's pricing, or student discounts.
Over 75% of respondents associate Dungarees with Lucy & Yak before any other clothing items.
Almost 75% of respondents have not heard of RE:YAK, so are unlikely to understand the brand's full sustainability mission or impact.
Underlying issue creating a gap:
The new target audience associates the brand too strongly with dungarees, which may hinder awareness of other products.
The gap it creates:
The new target audience are not exploring the company any further because they are not interested in wearing dungarees. This means they do not get the opportunity to learn about Lucy & Yak's sustainability missions and impact, or their community and identity values.
The Strategy:
Core focus points:
- Reveal the wider brand
- Build Consideration
- Lead with identity
- Use what they already know
The New Campaign:
Title: Yak. You. Us.
Big Idea: Combine community and identity to showcase Lucy & Yak’s sustainability and wider product lines.
The Message: Lucy & Yak is a brand built on sustainability and identity. With a wide range of clothing items made to last, the company prioritises fostering a community of like-minded, environmentally conscious individuals.
Creative Concept: A range of videos that showcase how fabrics are sourced, their mission, their impacts, and values. These should also explore specific articles of clothing that aren’t dungarees. For example: Vests, shirts, skirts, fleeces, and trousers. These can be used on social media platforms like Facebook, Pinterest, Instagram, and TikTok to reach 18–24-year-olds. They can be organic content or paid advertisements.
How to bring the strategy to life: Create short-form video content that includes community members and professional models to showcase both the identity and clothing. Photograph/graphical content could also be useful for Pinterest for evergreen content.
Next steps:
Test the concept. Run with a small sample and establish whether interest improves.
Launch and monitor. Roll out the campaign and monitor awareness, engagement, website behaviour, and product/category interest.
Optimise. Identify which creatives, messages, and products generate the strongest response and refine accordingly.
Measure perception shift. Use pre/post-campaign research or surveys to assess success of campaign.
Scale what works: Invest further in the strongest-performing channels and creative.
What does success look like?
Lucy & Yak move from being recognised (by the new target audience) primarily as a dungaree brand to being considered as a wider sustainable fashion brand with a variety of clothes.
This page is a brief overview of the speculative strategy. View the PDF to see the full details.