Alter Ego

Module:

Fashion Marketing

Year:

2024

For this project, we had to create a fashion marketing campaign that aligned with my brand positioning and would promote its values, merchandise, service and market position. I had to come up with a campaign featuring online and offline campaigns to achieve that. This brand ALTER EGO is a similar one to MorphModa but I changed the branding and concept from one that focused on the technical modularwear to one where ALTER EGO encourages people to embrace their individuality and other side of their personality.

Download the pdf version of this project here if the images do not load

CAMPAIGN MESSAGE

The campaign message is all about exploring one’s consciousness and evoking their own self-expression and individuality. As ALTER EGO is all about modularity where we encourage people to stand out from the norms and embrace themselves, we want to encourage our target audience to embrace their identity that they have been holding back or afraid to show to society through our merchandise. We also want to showcase or brand as a very individualistic and bold brand. The call to action “Embrace your alternative self and construct it with your own hands” drives consumers to start thinking about themselves and explore our products, constructing their own idenity with our attachments.

OBJECTIVES OF CAMPAIGN

The different channels the campaign will be promoted through

INFLUENCER MARKETING MOCKUPS

With their high following, the influencers can help to increase the visibility of our campaign and generate interest. They have credibility and many trust the influencers they follow. Their audiences are most likely to embrace a brand if their favorite influencers advocate it. When they start using our hashtags, many people will also start to follow after. This is why influencer marketing will play a big part in our campaign to highlight our unique modularity concept and branding.

INCREASE CONVERSIONS

VISIBILITY

CREDIBILITY

ENGAGEMENT

Limited item

Only available during campaign
Used to attract visitors to the pop up store
Used to increase engagement through UGC campaigns
Creates demand and excitement for products

SOCIAL MEDIA MARKETING

CONTENT MARKETING (PODCAST)

This podcast ties in with our campaign message which is to promote self expression and encourage people to embrace their true self and alter egos. We aim to provoke people’s emotions and thoughts, giving them some guides and inspirations. This serves as a touchpoint to deepen our relationships and build on loyalty with the meaningful interactions.

ECOMMERCE MOCKUPS

EXPERIENTIAL MARKETING (POP UP STORE)

Our pop up store would be located at the Suntec City convention center. This location is around the central Singapore with Marina Bay Sands and Gardens by The Bay nearby. Many young people and tourists visit this location and it would help to attract traffic and visibility from broader audiences. Suntec City is also one of the biggest malls in Singapore with many wings and retail stores with shopping, dining and entertainment all in one area. The traffic for the mall is very high with many people coming in everyday and this would be beneficial for our pop up store. Additionally, Suntec is also very accessible with promenade and city hall MRT nearby. It would be easy to visit the pop up store.

The convention center has also been used for many events such as Anime Festival Asia (AFA) where many people gather to attend. It proves to be a good area to hold the pop up store.

FIRST SECTION (Metamorphosis)

At the entrance, it wil be designed in a sci fi and futuristic format. A sound speaker will brief visitors about the theme of the installation and the objective that we aim for throughout the whole experience where it is to give some insights and encourage consumers to embrace their alter ego. We will also talk about what each section consists of and what they should look out for.

REFERENCE IMAGE

The first section will be an immersive multi-sensory art gallery, with many abstract art works and sculptures that aims to convey the concept of self-expression and alter egos. The place will be very dark and atmospheric, with ambient sounds to convey the dark and serious tone.

The walls will be projected with abstract visuals to add on to the immersion. The art pieces presented on the wall are very abstract, having key visuals that conveys meaning of alter egos. Some will be textured and layered with different materials where visitors can touch.

The aim of this is to explore the ideas beyond just fashion and art, the consciousness. We want customers to be inspired by the paintings and provoke deep thinking about themselves. The sculptures will be presented around with projected images on them. The static sculptures will then have a animated effect on it, creating visuals and emotions or mood with the combination of the digital and physical elements.

REFERENCE IMAGE

SECOND SECTION (THE EGO EXHIBIT)

The Ego Exhibit will be a product installation, designed in a futuristic industrial theme, representing the style direction of the campaign and brand. Each clothing and attachment such as sleeve would be displayed on the wall as an installation piece. A QR code will be presented on all the frames of the clothing, where visitors will be directed to our website, showing how the item or component is attached or detached and the different ways to customize it.

REFERENCE IMAGE

This installation is aimed to communicate our USP and style of our merchandise. The clothing and attachment will each be mounted on a wall with QR codes that is linked to our website. Customers can find out more about the clothing and concept this way and see our technical components up close for a better understanding. It also aligns with our brand’s concept of modularity and unconventionality, where our garments are more than just a piece of clothing but a work of innovation.

REFERENCE IMAGES

THIRD SECTION (MODIFICATION LAB)

The Ego Exhibit will be a product installation, designed in a futuristic industrial theme, representing the style direction of the campaign and brand. Each clothing and attachment such as sleeve would be displayed on the wall as an installation piece. A QR code will be presented on all the frames of the clothing, where visitors will be directed to our website, showing how the item or component is attached or detached and the different ways to customize it.

This installation is aimed to communicate our USP and style of our merchandise. The clothing and attachment will each be mounted on a wall with QR codes that is linked to our website. Customers can find out more about the clothing and concept this way and see our technical components up close for a better understanding. It also aligns with our brand’s concept of modularity and unconventionality, where our garments are more than just a piece of clothing but a work of innovation.