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Table of Contents

1. Executive Summary .................................................................................................. 2

2. Introduction ............................................................................................................. 3

3. Situation Analysis ..................................................................................................... 4

3.3 Macro-Environmental Analysis ............................................................................................. 6

4. Competitor Analysis ................................................................................................. 8

5. Goals and Objectives ................................................................................................ 9

6. Segmentation .......................................................................................................... 9

7. Targeting ................................................................................................................10

8. Positioning ..............................................................................................................10

9. Campaign Theme ....................................................................................................11

10. Engagement and Content Strategy ......................................................................12

10.1 Engagement Strategy ....................................................................................................... 14

10.Activation Plan ..........................................................................................................16

11.Monitoring Performance ............................................................................................17

12. Appendices ...............................................................................................................18

Figure 1 : Zimmermann on Premiere Sites ................................................................................ 3

Figure 2 : Zimmermann Social Media Analytics ....................................................................... 6

Figure 3 : Social media comaprison........................................................................................... 8

Figure 4 : Perceptual Mapping of Competitors.......................................................................... 8

1. Executive Summary

The report undertaken encapsulates the social media audit of the luxury resort wear brand

Zimmermann and its position in the retail sector of Australia. The brand despite being

active on its social media, is facing hassles of low engagement and reputation after a

rumoured backlash of racism at workplace. To counter the low brand image and generate

social and sustainable content, ‘#IamaZimmerWoman ’ campaign is curated : focusing on

the empowerment and social issues enforced by Zimmermann, which is presently not

displayed on its social media but can produce concrete positivity towards the brand. The

campaign will bring together seven inspiring influential women from diverse backgrounds

who will share their empowering journeys with the audience, urging them to break the

barriers of fear. The campaign will run for 12 weeks where as Instagram, Facebook and

Twitter will be the primary platforms for the campaign execution as it has the maximum

following for the brand.

2. Introduction

In 1991, Australian sisters Nicky and Simone Zimmermann gave birth to their eponymous

label, Zimmermann. The real core of the brand is its creative fusion of fashion and swim wear,

truly embracing feminine floral prints, flattering designs and sophisticated silhouettes. The

label focuses on high end consumers who believe in investing in high quality and timeless

creations with women who aspire to identify Zimmermann’s representation which is ; Sheer

elegance, modernity and Sophistication.

Growing exponentially, the brand today has headquarters in Sydney with 22 boutiques in

Australia, and many international flagship studios in London, New York and Europe. In

addition, Zimmermann has spectacular listings of stockists, including Barneys New York, Saks

Fifth Avenue, Bloomingdales, Harrods, Harvey Nichols, and David Jones. It is also one of the

leading brands on premier online stores such as Net-a-Porter and Fartetch.

Figure 1 : Zimmermann on Premiere Sites

Employing over 700 people, it generated a revenue of $ $70.14 million (USD) in 2019.

Zimmermann has also successfully broadened its reach by developing ardent accessories,

shoes, jewellery and kids-wear lines. The brand has products ranging between $100-5000

catering to all segments mentioned above (Zimmermann, 2020).

Values

Delicate and elegant, the precise offerings show a flawless blend of romanticism with a hint

of boho inspiration. Zimmermann portrays an attitude of integrity and respect for the

environment, which is evident in its vision quotes like " It is our mission to make beautiful

clothes in a beautiful way”. Its communication strategy whirls around delivering positive

customer experience, high quality design and product, sustainable and ethical production,

environmental care and team proficiency which is delivered through its high accessibility

and friendly services (Zimmermann, 2020)

The brand Is struggling with a challenge of low engagement on its social media platforms

and urgency to enhance its brand image. A recent backlash of racism in the workplace has

lead to degradation of the brands reputation. Even though the brand has come up with a

report of Uniqueness and Diversity and Instagram Apology, an effective counter plan should

be curated in order to gain back the image (Zimmermann, 2020) (Refer to Appendices A).

The following is a report undertaking the brands micro and macro situational analysis,

followed by definite goals and objectives to be achieved. Further, a strategic classification in

the form of segmentation, targeting and positioning is discussed. Lastly, the campaign

strategies and plans are discussed to improve the brands social presence and popularity.

3. Situation Analysis

Zimmermann has a dynamic social media presence on Instagram and Facebook with active

posting of content and promotion of products. Other flatforms like Youtube, Twitter,

Wechat and Pinterest are also ardently utilized by the brand. Instagram is the foremost used

platform, for sharing high quality images and videos of products, campaigns and promoting

people who are carrying the products. Facebook, on the other hand has an efficient Shop

Now button which redirects the users to Zimmerman websites and is used for customer

interaction. Both the platforms including Pinterest, have regular posting but there is lack of

Ready to Wear Swimwear Accessories Menswear Shoes

brand engagement with the public. Twitter and Youtube have less followers as compared to

their competitors.

Below is the following of the various social platforms :

Facebook : 461,970 Instagram : 2.1 Million

Pinterest : 42,000

Twitter : 21.6k Youtube : 2.3K

Figure 2 : Zimmermann Social Media Analytics

3.3 Macro-Environmental Analysis

Twitter : 21,600 Youtube : 2,360

POLITICAL

• Zimmerman’s 70% production is done in China

• It is subject to Fair Workers Right and Labor Laws in China

• Australia does not have stringent advertisement limits on social media and digital marketing. Changes in

the 'Consumer Data Right' system can, however, trigger problems with the current use of consumer data

and must be closely monitored.

• It is subject to the Australian Consumer law for fair advertising of products online and Australian Border Force

for export and import

• Uneasiness between Australia and China post COVID-19 affair might cause trade problems

• Free Trade Agreement

• Due to the Pandemic, Majority of production which is in China has disrupted supply chain and unsteady profits.

(Australian competitiona and consumer protection, 2020)

ECONOMICAL

• Expected revenue for Luxury Retail Sector has been changed from an increment of 5.7% to a decline of

3.8% due to COVID-19.

• 47,189 – Adjusted disposable Income per person in Australia

• Revenue from Clothing sector is anticipated to plunge by 12.5% due to negative purchasing power

• High price point may cause concerns for consumers to buy online

• Online orders have increased 49% In Australia

SOCIAL

• 88% of Australia’s population shops online. Some brands have witnessed a surge in sales due to lockdown.

• With retail spending in Australia dipping by 8% consumers are adapting to online shopping

• The brand is under the scanner for a backlash for extremely high prices and also a rumour of racism

In the workplace.

• JobKeeper support

TECHNOLOGICAL

• 22.31 million people in Australia have access to Internet

• With only online transactions now, labels presence all over shopping portals will be beneficial

Zimmermann’s Website is well updated with all collections and has an easy check out process

• JobKeeper support

LEGAL

• 10% GST on all items purchased overseas below AU$1000

• Australia has a rank of 14 on Ease of doing Business

• 33%-37% Tax rate of targeted Audience in Australia

ENVIRONMENTAL

• Increased demand for Ethical and Sustainable clothing among consumers. Value of price for high quality.

• Public wants to invest in brands that are ecological and believe in paying fair wages to employees

• Zimmermann’s policies state the brand actively works towards reduction in environmental resources

• Sustainability should be promoted online for a reputable brand image

(IBIS World , 2020)

(IBIS World, 2020)

(Judd, 2020)

(IBIS World, 2020)

4. Competitor Analysis

Perceptual mapping

Figure 3 : Social media comaprison

Figure 4 : Perceptual Mapping of Competiton

ZIMMERMANN 462K 2.1M 21.6K 2.36K

5. Goals and Objectives

6. Segmentation

The primary aim of campaign is to broaden customer base on social media and enhance

brand image by posting content focusing on ethical production, fair workplace and women

empowerment. Zimmermann will focus on an audience of 18-40 year old women who are

confident in their skin and believe in taking a sense of pride in associating with the label.

Study suggests that people respond much better to labels that portray corporate social

responsibility, with 73% consumers believing that brands should focus on social service

rather than products (Lindgreen, 2010). ( Refer to Appendices B )

7. Targeting

The major content of the campaign will be posted on Instagram, Facebook and Twitter in

order to target the current audience. Look alike audience will be captured by the use of

Instagram and Facebook Ads who believe in social issues like smashing patriarchy, sexism,

racism and empowering women. Custom audience of Zimmermann will also be aimed, to

broaden the reach of the campaign and spread awareness of the brand messages. (Refer to

Appendices C)

Social messages will spread like fire on Twitter with appropriate hashtags and tweet

mentions which will further direct audience on Instagram. The main concept is to curate a

Brand Story and build emotional connections with the audience who share the same

perceptions and notions. (Higgs, 2011) The target of audience will be manipulated as per

the analytics report in between the campaign for the best results of reach and impressions.

8. Positioning

According to research, 18 million people use social media and about 9,442,000 people use

Instagram which culminates for 37.2% of the whole population. Where as, facebook is the

most used platform with over 17.1 million Australians consisting of 14+ audience (Statista,

2020). Therefore, the primary platforms chosen for this strategy are Facebook and

Instagram. The social messages will also be shared on twitter. The mission is to build a brand

series and touch the emotional aspect of market, connecting with the users (Kidwell, 2011)

Instagram, with a following of 2.1M and suitable analytics will be apt for the brand to

engage its users with as its popular and includes 57% of females aged between 18-40, which

is our ideal target group. The feature of “post on facebook too” on Instagram will be used to

reach out to the facebook family of the brand. Facebook includes the mature population

and provides a good desktop experience too. (Refer to Appendices D)

The planned campaign is based on Facebook and Instagram's platform expertise. With the

rise of IGTV, Facebook with its video recommendations and Instagram, both sites drive more

videos to their users as they want them to remain on the site and not abandon it as if links

were attached.

9. Campaign Theme

Campaign : #ImaZimmerWoman This campaign will showcase seven Australian real inspiring women from diverse

backgrounds and ethnicities wearing Zimmermann clothing ,coming together to break down

the stereotypes revolving around being a woman. Through this initiative, they will celebrate

their differences, imperfections and experiences that truly make them who they are. The

stories will be told in an attempt to connect with the users emotionally, urging them to

embrace their insecurities and be a #ZimmerWoman.

WHO IS A ZIMMER WOMAN?

She is Confident. She is strong. She is open to life. She is Fearless. She has wings. She is

Unstoppable. She breaks the barriers. She is beautiful. She embraces herself and her

dreams. She is Empowered. She is a ZimmerWoman.

Today, Consumers in Australia are most connected with a brand when its value proposition

aligns with their perceptions and beliefs. They want to connect with brands which are

environmentally and socially responsible. By incorporating real experiences of personalities

talking about empowerment will evoke customer affinity, increase the brand image and

enhance the emotional connection between both (Ezgi, 2017). Furthermore, it will help add

richness and depth to the experience of owning a Zimmermann product and create long

lasting relationships. The campaign will focus on getting more interaction for the audience

and developing a greater brand engagement (Refer to Appendices E)

10. Engagement and Content Strategy Platform : Instagram, Facebook, Twitter Duration : 12 Weeks

Stage one : Building Connection

A video series of seven videos, sharing experiences of seven inspiring and influential women

stating what makes them a #ZimmerWoman. The campaign will run for seven weeks, and

new video will be posted every Sunday. These short videos will start with the woman in

frame addressing herself, her occupational journey, struggles, learnings and how she relates

herself to the idea of being a #zimmerWoman. All the women in the campaign are victims of

some social issue like body shaming, sexism, society’s ideas of beauty and stereotypes. They

will talk about how they broke the shackles and came out stronger as individuals with wings

helping them to fly high (Kamal, 2011). The women approached, hold power and influence

to make a difference in the world also have a major following on their social media which

will be beneficial for the brand in terms of reaching people. When the audience see’s these

faces associating with Zimmermann, they will induce positive feelings and reputation for the

label. The women in the campaign are :

First Trans-Model of Australia

WEEK 1

Renowned Olympic Athlete

Renowned Singer and Rapper

Famous Actor

WEEK 2

WEEK 3

WEEK 4

10.1 Engagement Strategy

Famous Model

Founder of Zimmermann

WEEK 5

WEEK 6

Former Prime Minister

WEEK 7

The women in their videos will urge the audience to feel confident in their skin and speak up

for themselves in order to boost their self esteem. The celebrities will ask the audience to

upload their videos on their Instagram feed sharing their empowering stories, tagging

@zimmermann and other fellow women on their post to encourage the movement with the

hashtag #ImaZimmerwoman. In the end of the campaign, 3 winners will be announced who

have the most touching stories and will create the maximum impact on the audience. The

winners videos will be shared on Zimmermann’s Social media platforms and they will be

rewarded with the labels merchandise. This movement will get people discussing about the

movement and increase brand engagement on social media. More shares, tagging and

commenting will be done in order to spread the key messages. This will lead to gain of

followers and increased brand image. Influencers will also be asked to be a part of this

movement and share their stories as it’ll create a broader audience base. It will produce a

huge amount of user-produced data and activities as audience have a chance to be a co-

creator that will additionally aid in completing the strategy’s objectives. Meanwhile,

Zimmermann will keep posting relevant content on its media handles and promote the

campaign with Facebook and Instagram Ads. Stories and Posts are the optimal mix for

having brand engagement and reputation enhancement with the cost advantage of Pay-Per-

Click offered by the platforms. Meanwhile, Zimmermann will keep posting relevant content

on its media handles and promote the campaign with Facebook and Instagram Ads. Stories

and Posts are the prime mixture for having increased brand engagement and reputation

improvisation with the cost mover advantage of Pay-Per-Click provided by the platforms.

10.Activation Plan

11.Monitoring Performance

The aforementioned KPI’s will be tracked and analysed by Inbuilt Instagram and Facebook

performance insights and Ads Manager along with the additional help of social media

manager software HootSuite, to attain an easy access of one stop destination for all the

analysis, task management and progress report of the campaign.

Likes

Social Shares

Brand Mentions