As a continuation of last week, I finalised the KPI's as that was my section to complete. I analysed and evaluated last year's statistics in their dossier and updated them to be more realistic. We decided that we wanted a presence on more social media platforms than other groups to further spread our influence as PIXEL. We looked at other creative agencies and the social media platforms they're on, and if so, how many likes, followers and impressions they receive a month. From here, I was able to roughly estimate PIXEL's average presence on these platforms.
For the event, without knowing where the event would be held made it relatively difficult to estimate how many attendees would show up. Realistically, we agreed that 150 people would be a reasonable amount for our guest list and then have the event open to the public to reach a larger audience.
For the website traffic, I estimated that we would have around 450 unique visitors reach PIXEL's website per month, each spending around 7 minutes in total on the website. These statistics are a rough estimate but are a good foundation to calculate PIXEL's influence on the general public.
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| Slogan for PIXEL London. |
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| First draft of KPI's for the final group dossier. |
Though we chose to have a social media presence on many platforms, it was initially a struggle to come up with statistics for platforms like wechat, as none of us used it so we weren't sure if 180 followers per month was too low or too high.
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| Statistics for our KPI's. |
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| Deciding on how to present our KPI's data. |
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| Inspiration: Graphics for the dossier. |
Alongside the KPI's, we also needed more research to add to the dossier, as we are in fact the Research team. So we started looking at research on both the sportswear market and in particular, Ellesse. Heres some of the research I found and shared to my team on our shared document:
Research on Ellesse:
The company said its sports apparel label Ellesse performed well during the period, delivering 21% revenue growth.
Pentland-owned Ellesse launches campaign with AI model. Launching on Monday 11 February, Ellesse’s SS19 collection explores '90s acid rave culture and experiments with repeat logos, pastels, and splashes of neon. Fabrics such as premium cotton, crushed velvet and velour are used in bra tops, cycling shorts and shell suits in another reference to vintage sportswear, and the label’s Jet Stripe is featured across both men’s and women’s collections.
Research on Trends:
Sustainability is becoming more and more important, especially for the younger generation.” Social and ecological aspects can be crucial for future competitive differentiation. Younger classes of customers are also growing up with the topic of sustainability. Companies need to bear in mind that the consumers of the future will take these aspects for granted.
"You see people in suits, but wearing sneakers with it, and that casualization is certainly driving the sportswear market." Ayako Homma, Senior Analyst at Euromonitor International.
"Athleisure is such a mega trend in apparel right now that everyone should have that product category." Michelle Grant, Head of Retail at Euromonitor International.
One need look no further than Nike's recent Air Jordan pre-release, which sold out on Snapchat in 23 minutes, to see the potential of the market. Even Gap Inc. is turning to its smaller sportswear brand Athleta to drive sales, rather than relying on the flagship. "Athleisure is such a mega trend in apparel right now that everyone should have that product category," Grant told Retail Dive. "If you can't do it from the big names because they don't want to give you inventory for whatever reason, you can certainly turn and build your own private label product that is tailored to your customer's tastes."
“I often get asked whether the bubble around leisure will burst anytime soon, and the answer is no,” said Matt Powell, senior sports industry advisor at NPD, in the report. “Athleisure rules the runway, and the line between what is an athletic shoe and a casual shoe continues to blur. Brands and retailers must continue to feed this trend.”
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