Digital Media Recommendation

New Advertising Group Project – TCFG Group

Korea

Situation Analysis

Background Information

•  First Korean H&M store - March 2010 in Myeongdong

•  Today 16 stores : Seoul, Incheon, Ulsan, Gwangju, Goyang, Daegu, Cheonan, Busan

•  H&M worldwilde Instagram, Twitter, Facebook…

Background Information

•  A H&M Korea web site home page http://www.hm.com/kr/ •  H&M KoreaTwitter accout

Market Information

•  South Korea is ranked 5th on the sale industry on 2012 with a turnover of 594 million SEK

•  The first one is China with more than 5 411 million SEK

Forever 21

Ø Advantages •  Online shop •  Social media interactivity:

#F21TAKEALL, #F21XME , #배스트록EVER

Forever 21

Ø  Disadvantage •  Only 2 stores in Seoul

Uniqlo

Ø Advantages •  105 stores in South Korea •  Has a Uniqlo Korea Fanpage with 219 305

fans

Uniqlo

Ø  Disadvantages •  The brand’s Twitter account is

“abandoned” (only 4 tweets) •  Tweets are written in Japanese

ZARA

Ø Advantage •  In South Korea, 42 stores versus 16 for H&M.

ZARA

Ø Disadvantages •  Not often sales and its prices are more expensive than

H&M •  Not a lot of advertising campaign •  Significant weakness about the online sale •  Only a worldwide fanpage and twitter account

SWOT Analysis

Strengths Weaknesses -  Famous designers collaborations -  Cost effective -  Strong distribution Network

-  Western style -  Quality problems

Opportunities Threats -  Western culture -  Diversified (One stop shop)

-  Competition of locals brands -  Competition of international brands

Target Analysis

Ø Main Target : Woman (16 to 30 years old)

Ø Large Target : Men (16 to 30 years old)

Ø Other Target : Children, Pregnant Woman, Couples

Current Campaign

ü Provide fashion for conscious customers ü Choose and reward responsible partners ü Be ethical ü Be climate smart ü Reduce, reuse, recycle ü Use natural resources responsibly ü Strengthen communities

The solution: Digital Touch Point Design

Social Media and OOH Media

•  Koreans are very active on Instagram and social medias in generally and they enjoy wearing fashionable clothes. With this advertising we merge together two point of interest of the Korean especially for the young adults and teenager.

•  For this we are going to use billboards for OOH media and Instagram for the social media. We are going to link the entire advertising billboards to the new created HMKorea account @HMKorea and #HMKorea.

Social Media and OOH Media

•  In see-through billboards will be hanging clothes. There will be all the different size; genders and some of them will be for friends or couples.

•  We choose the see-through billboards because we want the people to be able to stand behind the billboard and to take pictures with the H&M clothes.

•  The pictures should be uploaded to Instagram account and linked to H&M with the hashtag #HMKorea or @HMKorea.

•  Every week one of the pictures who got the biggest amount of likes on Instagram is going to be picked up by the H&M Korea work team for receiving free gifts.

•  This will be going on every week during 6 weeks in all the South Korean cities where H&M Korea is established.

H&M Korea Application

Ø Characteristics of H&M Korea Application: •  Connectivity •  Convenience •  Localization •  Reachability

Ø Advantages of it: •  Opportunity to reach a broad audience •  Time and location flexibility, the app can be used 24/7 •  Opporunity to have a personal and social user experience and

the user can feel more connected to the brand •  Rich media: QR-Code; allows consumers to explore creative

opportunityes and functonality which are not in other media.

H&M Korea Application

Ø C re a t i o n o f t h e perfect application:

•  E a s y s h o p p i n g experience

•  Location triggered notifications

•  Interaction by using My QR-Codes

Clean and not overloaded application, easy to understand for every target

Augmented Reality (AR)

•  AR is a type of virtual reality that aim is to duplicate the real world environment in a computer. For users, AR is a combination of the real scene viewed and a virtual scene generated by a computer.

•  First launch in three important stores in Seoul: Myeongdong,

Dongdaemun and in Gangnam, to be sure of the success of that platform because it is expensive.

Augmented Reality (AR)

•  Screens and camera will be placed in a corner of the H&M Store. There will be different kind of silhouette: women, men, children, big size women and pregnancy women.

•  After selecting the silhouette, the customer can select the clothes and colors that interested them and he/she can see, if the clothes fit to them. And, for those who want, they can share their pictures on social network.

Ø Can be compared to a fitting room Ø To help customers to have a life easier during their shopping

session Ø To create interactivy between H&M Korea and its consumers

Questions & Answers

Thank You