Introduction to

• Chicago boutique with two locations: Lincoln Park and Wicker Park

• Specializes in versatile apparel for outdoor and everyday wear

• Self-described as “Patagonia meets Prada”

• Most clothing is water-resistant, odor-resistant, and wrinkle-free

• Exclusive Chicago retailer for several brands

• Features sustainable clothing

Target Market Profile

• Mid- to upper-income, urban men and women 25-40 years old

• On-the-go lifestyle

• Love fashion and comfort

• Need versatility in their clothing

• Have “green” concerns

Positioning Statement

To mid- to upper-income, urban men and women 25-40 years old who trend toward purchasing stylish, yet comfortable clothing, Connect is the boutique-clothing store that joins outdoor-centric styles with chic, urban fashion because people want clothes that look great whether worn at the office, in a restaurant, or on top of a mountain.

Marketing & Communications Problem

• What the consumer does not know:

• The store exists and has two locations

• Connect combines fashion and functionality as outdoor clothing

• What the consumer does not believe/feel:

• There is a need for versatile clothing

• There is clothing that combines fashion and functionality

• The clothing is worth the price

• What the consumer does not do:

• Seek out Connect as a destination for shopping

Message Strategy

Connect has fashionable clothing that is functional both indoors and outdoors.

Brand Image• Chic

• Look great everywhere, even in the most rugged places.

• Classy, fashionable, fun

• Busy lifestyle, down-to-earth, always time for entertainment

Tone

• Modern

• Sophisticated

• Cool

• Hip

• Urban

• In-the-Know

Consumer Response Our target should be aware of Connect and place

Connect into their consideration set.

Ads should elicit a positive emotional response toward the benefits of clothing purchased from Connect.

Consumer Self-Talk

“I want a jacket that looks great everywhere. I’m going to Connect because they have that jacket.”

Story Board

Open on a man skiing. At the bottom of the slope he takes off skis and walks into upscale lodge.

Man walks through lodge into upscale boutique restaurant. He then walks outside onto a downtown city street.

Valet pulls up car. Man opens passenger door for a lady dressed in an evening gown. He hops in car and drives off. Title Card appears.

James Bond-esque orchestral music plays throughout. The spot is shot as one continuous take.

Print Ad

Newspaper Ad

Campaign Details• Advertising campaign will launch new tagline: Urban Fashion, Outdoor Function

• In-store and store-front materials will be revised to carry new brand message to create a better link between the in-store and out-of-store communication

• As awareness for this campaign is key. Logo and brand message will have great prominence in this series of advertisements

• Subsequent advertisements in this campaign will feature women’s clothing and message more strongly to women

Questions