Marketing to watch: Reformation & Gymshark

Email marketing is ALIVE AND KICKINNNNG

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Brand identity

Reformation: a millennial brand, but unlike other millennial things, it is very, very loved. It is a brand known for its minimalist dresses and being environmentally conscious. Their target market would be millennials and the older Gen Z (the ones just entering the workforce). Their pricing model plays an important role in the demographic they target. The three-digit price tags can be considered an affordable basic or a splurge; it just depends on who you ask.

What works and what doesn’t?

For a brand like Reformation, whose primary demographics are found on two different platforms, the way they use them, including the content they put out, is very important. The younger Gen Z are found on TikTok, while millennials are found on Instagram. The older Gen Z utilise both platforms, and their preferences for one app may be stronger and different for each individual. I’m an older-ish Gen Z, and I can vouch that I spend all my time rotting on Instagram, but I use TikTok as well (but that’s only because I write these newsletters; my preferences still lie with Instagram).

Reformation’s TikTok is a goldmine. That’s where their primary target market lives and the content they post there hits the spot. Gen Z, younger and older, love memes. That’s how we communicate, and TikTok is that platform. Recently, they’ve tapped into Brat Summer. Another one of their TikTok states, “I cherish every moment we spend together, bc I know one day I’ll be blocked <3”, big on relatability and generational awareness. They’re tapping into common Gen Z sentiments regarding work, summer, relationships and basically everything. It’s consumer interaction which is, in turn, garnering consumer loyalty. So whether or not anyone buys from Reformation, they are loyal to the brand, and as soon as they can, they WILL make a purchase.

You know, I’m not a big fan of email marketing, but Reformation is, and so are their loyal consumers (case in point: my boss) and for good reason. They’re absolutely unhinged with their newsletters, but it gets your attention. Whoever does their copy has my respect. This playful, unhinged, innuendo-filled tone of voice is all across their brand. Imagine the subject of a newsletter from any other brand being “HEY SWEATY”, “HOT NEW COUPLE”, or “INDECISIVE GIRL SUMMER”. I cannot imagine being called sweaty by any other brand other than Reformation. They’re using the current pop-culture zeitgeist, not just memes, to talk about new products and sales. It’s far more engaging and relatable to hear, “Why are you looking at their story when you could be looking at these clothes? They’ll never forget you had made plans this weekend” than “Flash sale!! 60% off” like, okay.

They’re also doing something rarely any fashion brand does, age inclusivity. Another brand that I remember top of my head is Tom Ford’s Forever Love campaign. A classically Tom Ford campaign full of passion and lust but with somebody’s grandma and grandpa. And this was back in 2010 so THAT is a huge slay. But for Reformation, it’s more wholesome, obviously. They have the internet’s favourite grandparents Aki and Koichi featured on their TikTok. And also a very metal grandma drumming. They’re reforming the idea of what old people can be, much like Tom Ford but with a lot less shock factor.

Reformation x Monica Lewinsky

Speaking of shock factor though, Reformation’s “You’ve Got the Power” fits the criteria for a ‘shocking’ campaign. The reason it would be considered shocking is because of the face of the campaign — Monica Lewinsky. The former White House intern was scandalised through no fault of her own. However, she is now a cultural icon. She reformed the narrative surrounding her and while for the most part it HAS changed, she still remains a controversial figure. So just like Paris Hilton and Jason Derulo collaborating, Monica x Reformation was also a shock.

It does make sense to get Monica in for this campaign because it was about getting the audience to vote. The copy reflects two layers of what Lewinksy stands for — voting and women. The phrase is simple, yet effective. Paired with shots of her in power poses, it has even more of an impact. Such a beautiful example of right ambassador, right words and right execution.

“Shop Lift” campaign

gymshark

A post shared by @gymshark

Onto one of our favourite recent campaigns. Gymshark’s “Shop Lift” campaign, which if you’re not familiar with, is phenomenal. The idea was to cover a billboard with some of the brand’s merch. The passersby could only see the bold “Shop Lift” and so they picked what they wanted and through a collaborative effort revealed the entire message which announced a Gymshark sale.

This campaign used traditional methods, in this case a billboard, in an innovative way which was getting the consumers to ‘shoplift’. This interaction is tangible and tangibility equals high consumer loyalty and engagement. This campaign also ensured a wider audience than their target audience which could’ve led to them gaining more customers.

Maybe this is a reach but I also think that giving away merchandise for free, as samples, helps not only potential buyers but also people who might’ve rally needed the clothes. It addressed more than one issue and although it may not be an altruistic action or even something they planned to do, it’s still heartwarming.

“We Do Gym”

gymshark

A post shared by @gymshark

Rebranding campaigns are personally my favourite. I get to know so much more about a brand and I get to feel like I’m a part of their legacy going forward. “We Do Gym” is relatable. It takes the meme phrase “we go gym” and twists it to fit the rebrand narrative. They’re not an athleisure or sports brand, they’re a gym brand and they’ve made it clear With punny copies like “never skip egg day” and more mundane ones like “chicken, rice, & broccoli for dinner. again.” they’re letting people, especially gym-goers know that they know how it feels. That they’re familiar with the game and they’re on YOUR side. Despite their high influencer marketing, it’s campaigns like these that truly capture attention.

Closing thoughts

Closing thoughts she says, as if she’s some lawyer (I’m actually catwoman, but no time to discuss that). Right so, if there’s anything you should’ve picked up from this it is that simple copy is usually the most impactful one. Pairing that with the right creative direction can and WILL have an astronomical impact (trust, I studied creative direction). Creative direction and visuals are a big part of marketing and play an enormous role. Even if you’re shitposting on TikTok, it still needs to have some creative direction and intentionality behind it. We’re playing chess here, my guys.

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Thanks for reading! Stay tuned for the next issue covering latest marketing campaigns and strategies winning over Gen Z. Any questions/suggestions as to what we should cover next? Reach out to us and we’re always here to chat!

— Brought to you by Shaurya, Trends Reporter at The Z Link