Creative Brief
OUR BRAND
Description/About
At SET, we blur the line between form and function, because we believe you should never have to choose. We get it – life is lived on the go – so whether you’re going to the gym, grabbing coffee, going out, or are just a go-getter, you can think of us as your everyday essentials, elevated.
Company’s Aim
We’re a community first and a brand second, which means we’re all about open conversation, continuous innovation, and a true connection with our customers. We live to create what you want because we’re at our best when you feel yours.
USP
Made to match in monochrome tones, our SETs are designed to inspire superior confidence through sophisticated styles that never sacrifice comfort. From our life-changing activewear to our ever-growing range of SET Sweats, Basics, and more, each piece is cut to perfection, color-coordinated in a matching set, and made to collect.
Tagline
The color’s you cannot live without, Go on and Try on
Location
https://setactive.co/ - online business site
Availability
Always available in our Core Collection colors that get a yearly refresh, we also release select limited-edition colorways to serve you with surprises and keep our collections fresh. Call us fashion rebels, rulebreakers, innovators – we’ll take it. As long as we’re helping you curate a closet you love, we’re SET.
SWOT Analysis
Strengths
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Low-cost promotion
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Global coverage
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Able to access many customers
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Shops might not be needed
Weaknesses
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Setting up/updating website costs
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No direct consumer contact
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Competition from other websites
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Transport costs
Opportunities
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Websites can be used to promote the company and its products worldwide much more cheaply than other forms of marketing
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Orders can be taken over the computer and sent directly to the company warehouse for dispatch
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Consumers might be encouraged to purchase more products than they intended by attractive and easy to follow websites
Threats
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With so many businesses now offering e-commerce websites, competition between businesses is charging higher prices, consumers can easily find an alternative supplier
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The website design must be very clear, attractive, and easy to operate. It can be expensive and will often need to be updated and this will lead to further costs
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Transport costs per product sold are likely higher than selling through traditional shops. Each item must be packaged and delivered separately
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There is no face-to-face contact with customers which can be a very useful market research
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Consumers in most countries have the legal right to reject goods through e-commerce because they have not seen, touched, or worn the actual good
Unique Selling Proposition (USP)
Different sizes of workout wear that fits your body perfectly
OUR CONSUMER
Problem Statement
Due to judgment from society, ladies in all shapes and sizes are insecure about their bodies
Advertising Objective
To overcome the fear, wear whatever and however, you want. You are uniquely beautiful. Don’t change it otherwise.
Consumer Insights
Able to work out feeling insecure and have confidence wearing it. Having to see progress after working out as the fit wear follow the shape of your body
Do you wish to have a change in society? Tell me why?
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No race, no religion, no divide and conquer rules, Everyone is equal
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People not looking at skinny bodies because it will affect mental health negatively
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yes, society needs to stop judging people based on their beauty standards so ppl can be comfortable in their own body and skin
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Yes. Because society has perceived women to always have unrealistic proportions and I feel that it is time for that to stop because it is toxic to have those expectations
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Yes. Everyone should have a positive body image, regardless of how society and popular culture view ideal shape, size, and appearance.
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yes because we need more people to have this set change in mind in order to have equality among one another through differences in race, culture, body sizes, body weight and height!
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so others won’t make fun of me
Solution
Encourage those who are shy with body positivity and empower women around them.
Support
Positive thinking and always be confident with any size or shape your body has
Tone and Manner
Active
Fun
Positive
Reassuring
Big Idea
Body Positivity Campaign due to judgment from society, ladies in all shapes and sizes are insecure about their bodies.
Aim
To spread body positivity that however reveals you are uniquely beautiful and a God’s Creation so don’t be shameful and insecure at all.
Campaign Tagline
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EveryBODY is Unique, Active, Beautiful
Segmentation
Demographic
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Age: 18 - 30
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Gender: Female
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Income: RM2,000 - RM6,000
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Social: Middle and Upper Class
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Market: Niche
Psychographic
Primary:
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People who work out daily
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People who want the perfect body
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Would love matching sets when working out
Secondary
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Buying them as a collection
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Have a good taste in fashion
Target Market
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Middle and Upper niche market.
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who wouldn’t mind spending on a whole collection of fitness outfits when working out daily.
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Able to see their body and the progress they have made as the fit wear follows the shape of the body.
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Spend more on style, quality, brand value, status, etc.
Positioning - Marketing Mix 4Ps
Promotion
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Advertising - social media (IG, FB)
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Public Relation: get sponsorship for social media influencers
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Sales promotion: Free shipping at a certain purchase & E-gift cards
Price
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Competitive Pricing: to maintain market share, to increase sales
Place
E-commerce: worldwide
Product
USP (Unique Selling Proposition): Different sizes, colors
Execution
The concept of our campaign is to promote Set Active having to spread body positivity that however reveals you are uniquely beautiful and a God’s Creation so don’t be shameful and insecure at all.
Billboard
This billboard is advertised as it is great exposure to the public as this medium is huge and eye-catching for passersby. It targets a large and diverse market. It also targets the middle and upper classes. We designed the billboard in a way where there are 3 different types of outfit designs in Set Active.
Poster
We decided to advertise on the poster because it can be published in the train station and the convenience store. Therefore, it can be reached to our targeted audience.
Online Banner
The online banner will be a great way to advertise to our target audience because people who do research or read articles can encounter seeing the Set Active Ad while scrolling through the internet.
Social Media - Instagram
Social Media - Facebook
Social media sponsored ads are a great exposure these days so that we can connect with our target audience easily within this platform as Set Active is an online clothing store that allows the target audience to browse through social media more often.
Magazine
