G-Star Raw at New York Fashion Week - Autumn 2012

Introduction

Purpose of the Campaign?

About the brand

Understated Quality

Innovation & Cutting edge style

G-Star & New York Fashion Week

Key Objectives

To drive awareness

To engage consumers To boost retail sales

To be cool beyond association

Primary Research

89 respondents

34% male 66% Female

Respondents age 18-45

Primary Research Brands:

Levis: 33% Diesel: 28% Wrangler: 16% Jack & Jones: 18.5% G Star Raw: 4.5%

Primary Research

Average Spend - Euro

40-80

80-120

120+

68%

21%

11%

Primary Research

Important Purchase Decisions

Cut

Tailoring

Comfort

47%

24%

14%

Cost 16%

Primary Research

Views on G-star Raw

35% Never heard/not Familiar with

Other Interesting Comments

Cool, Expensive, Good Material, Pricey, Edgy, Metro-sexual, Trendy

Brand Mostly associated with young males

Target Understanding Based on the research undertaken we have made the following customer insights

Don’t want to be told, they want to experience

Appreciate, cut, tailoring, architecture and attention to detail

Of the pull generation...not push

Not content to follow trends but prefer to define them

Not governed by demographics, rather they are democratic.

Key Issues for Consideration

How do we extend the campaign into G-Star RAW stores, pre and post NYFW?

How do we bring consumers closer to the brand?

How do we find the intersection between consumer/behaviour, product/understanding and use of technologies?

How do we boost sales in stores?

How do we compete with more established brands in the fashion industry?

How do we make New York Fashion Week relevant to a European audience?

Barriers G-star as a brand is not immediately recognisable and is often seen as expensive.

The brand does not have a strong online offering incorporating an e-Commerce section in line with its competitors

Need to cut through other fashion brands in the NYFW hype

Due to budget constraints our focus is on the larger European markets which risks alienating other franchisees not covered in our execution.

Enablers

Bring the brand to urban environments challenging consumers to actively engage with the brand.

Place emphasis on the quality, raw materials, architecture and design of the brand

Utilize online channels to drive footfall to stores

Take inspiration from iconic New York architecture and create  our own virally driven hype around the G-star brand.

Actions

“Generate a campaign that aligns G-stars design ethos with our vision of where street culture defines contemporary luxury”  

Digital Campaign Execution

G-6 Weeks Roll out of Graffiti Artist Challenge

G-6 Weeks Graffiti Artist Challenge

G-5 Weeks Canvasses replaced with blank denim canvasses.

Display ad campaign on blogging sites to attract attention and participating graffiti artists.

G-4 Weeks Graffiti canvasses appear

Graffiti Star App & Game

In Store Promotion

G – 3 Weeks

Ten regional competition winners announced on #Facebook and submitted for a public vote.

Shortlist of presenters also submitted for a public vote.

Commencement of “become the face of G-star TV” campaign

Get Your Face on the G-Star Catwalk

G – 2 Weeks

Winners of the Graffiti-Star campaign are announced online. One Graffiti artist canvas will be displayed digitally at the G-Star Show

The winners travel to New York to begin preparing for fashion week

G – 1 Week •  Videos on the build up to the fashion week are posted

on G-star TV – a dedicated YouTube channel as well as progress videos of the competition winners

Presenters post videos on the G-Star TV channel featuring coverage of the shows, and interviews with fashion industry reps.

These videos will also be featured in live stream on Facebook and the Graffiti Star App.

G-Star NYFW Catwalk

G-Star NYFW Catwalk

G + 2 Weeks

Following NYFW, the 7 shortlisted (including the winning) graffiti canvasses will be auctioned off in G-Star stores for charity.

Bidding can also be done via the Graffiti Star App.

Costs Projections

Key Performance Indicators and Return on Investment

The Road Ahead

Increase budget to roll out graffiti canvases in more countries thus increasing exposure for both the brand and campaign.

Image References for G-star Pres

No entry image

http://www.morguefile.com/archive/display/172129

Barriers

http://prootech.com/image/data/New%20Product%20image%202011/DSLR%20ACC/Director%20movie%20action%20board/Direc r%20movie%20action%20board-500x500.jpg

FB like image

http://www.psdgraphics.com/wp-content/uploads/2011/02/like.jpg 

Fashion week logo

http://vanityrich.files.wordpress.com/2009/09/fashionweek-logo.gif 

Road Image

http://www.morguefile.com/archive/display/2136 

New York Image

http://www.morguefile.com/archive/display/766582 

•   

Vincent Gallo image

http://cdn.thegloss.com/files/2011/11/gallo.jpg

Times square at night

http://newconstructionmanhattan.com/sites/default/files/images/nyc-condos-near-times-square-clinton.jpg

 New York fashion week image

http://www.selectism.com/news/wp-content/uploads/2010/02/g-star-raw-city-guide-selectism.jpg 

g star logo

http://fashionle.com/wp-content/uploads/2011/09/G_Star_Raw_by_Sk_Styles1.jpg