D. O. T. T. I

C U R A T E D             C O N T E N T FLIPBOARD Flipboard is a curated content source that updates you on the latest articles and sources tailored to your desired interests and preferred content Pinterest Pinterest is a platform designed to save and curate preferred interests visually. This platform is compatible with people planning creative projects or discovering new content and trends   Instagram | Youtube | Website Instagram is a digital platform that our buyer prefers to scroll through during her spare time. As mentioned above when the buyer comes across a post which states where fabrics are ethically sourced from; the use of the digital trend 'shoppable post' on Instagram could direct our buyer straight to the item of interest. This digital trend could play a part in the consideration stage, assisting our buyer directly to the site efficiently, increasing Dotti's leads Youtube's digital platform could be used as a paid advert that falls ...

 Buyers Persona | The Ideal Customer | Dotti Buyers Journey Awareness  Problem Recognition The buyer needs to indulge in her hobbies to escape the pressures of University and the lifestyle of a student. As the buyer enjoys scrolling through Instagram and enjoys retail shopping, she feels maybe this guilty pleasure can be her little escape. The buyer is in need of new additions to her wardrobe for a reasonable price. Information search Buyer searches for 'outfit ideas women 2021' on Pinterest. She also googles retail stores near me and comes across a couple of retail stores like Louis Vuttion, Glassons, Gucci, Dotti & Peter Alexandra. Platforms used for the information search stage are, are Instagram hashtags, Google search Engine and Pinterest Consideration Buyer shortlists the affordable retail options that are in range with a University student to Peter Alexandra, Glassons, and Dotti. The buyer is in need of new outfits for University as she is currently a student, she c...

CUSTOMER  CONVERSION We may read the reports and statistics, but on a realistic basis, not every consumer is bound to access and research the clothing and its source. We believe what we see. To support our previous objectives, why not create a behind-the-scenes video of how the clothing is made. We have seen high-end models posing behind upbeat music on the Dotti campaign. Let's see the creators, the employed women, let's see the work that goes beyond the show. Not a visual, but a mental depth. Creating a photoshoot small selection of women who have made Dotti's clothing as the models. Interview them about the experience. In this campaign, rawness and transparency are our focuses for this campaign. Honesty gains trust and trust retains consumers.  For the last objective. The goal would be to create an advert that could be used on youtube adverts, Instagram, and the Dotti website. That films a behind scene of how the clothing is made by these women, a photoshoot of a collec...

  Sources are diverse, makers are diverse, sellers are diverse. SO SHOULD BE THE MODELS. Dotti's current social media & website models Webpage     Instagram: To increase leads, we need to increase relatability. The clothing, fabric, stitches of this company are based on the foundation of Asia. Then why is there minimum Asian representation? To achieve the objective of increasing leads, the campaign goal is to hire more women of color and women of Asian backgrounds to increase the representation Dotti's digital platform showcases. It is a simple change, a campaign where a collection celebrates inclusivity, diversity of all. From the roots of stitching to the sales of consuming, People of color behind the success of this company, why not the face? why not inclusivity, consumers would buy the clothing if they can also see someone like them in the attire. Showcasing diversity on their social media with a swipe-up on sponsored Instagram ads and shoppable links will take th...

Fast Fashion has gained the reputation to be based on unethical labor and sourcing, however, not many people know that despite the marketing brand for Dotti being fast fashion, according to the Premiere Investments (2020) annual reports, the sourcing and ethical beliefs are anti-modern slavery. In fact, the owner of the Just Group chain, Premier investments (2020) has made it quite clear on their 2020 annual reports for the Just Group that the company has zero tolerance for unethical labor and unethical sourcing, specially stating they are ‘anti-modern slavery’. (Premiere Investments, 2020) To break the reputation of all fast-fashion chains is unethical, Dotti’s need for transparency with their ethics and sourcing will clear the air with their consumers and potential buyers, increasing lead generation, where shoppers gain more trust knowing where their clothing is sourced from. Data presented by the ecological certification company in 2019 showed that an estimate of 69% of millennials...

Dotti is a fast fashion women's brand, originated from Australia, Sydney, and was acquired by the Just Group chain. The brand was founded in 1981 by Linda Bowen and Raymond Levis and was obtained by the Just Group in 2004. The company offers a range of women's fashion apparel from casual, basic, formal, and party attires; including accessories from phone cases, jewelry, sunglasses, shoes, belts, hair accessories, and socks.   The annual report for Dotti shows the sales growth of 8.2% and the overall amount of 57.5 million AUD in 2020. Dotti is known to be a strong competitor in the fast fashion market in both Australia in New Zealand and is known to establish promising growth for its future profits.   The new campaign focuses on three main objectives; to increase brand awareness, develop lead generation, and better the online experience on customer conversion, as we strongly believe Dotti has the ability to reach higher consumer engagement on their online platforms and increas...