G star raw @ New York Fashion Week
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Transcript of G star raw @ New York Fashion Week
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