2. Positioning of the “Be Stupid” Campaign “Stupid” here is not about one’s IQ It’s about a courageous, creative, and provocative attitude against the status quo
3. Positioning of the “Be Stupid” Campaign As witnessed in their philosophy… Courageous “Smart may have the brains, but stupid has the balls”
4. Positioning of the “Be Stupid” Campaign Creative “Smart sees what there is. Stupid sees what there could be.”
5. Positioning of the “Be Stupid” Campaign Provocative “Smart may have the answers, but stupid has all the interesting questions.”
6. Competition – G-Star Dutch clothing brand launched by Marc Newson Target market: the design and style conscious Values quality of the fabrics and cut of the clothes. Positioning: “Just the Product”
7. Competition – G-Star Product: high end, innovative fashion that is wearable and functional Price: luxury brand Place: Est. in 16 countries Most important markets: Germany, the Netherlands, UK, Italy, France. Looking for a definitive breakthrough into American market this year
8. Competition – G-Star Promotion Print advertisements Usually changes ads with every collection, but concept essentially stays the same Models pose to capture details of the clothing—emphasis on the product Facebook
9. Competition – Energie Italian based clothing franchise owned by Sixty Group Target Market: males 18-30 with a casual ‘young’ style that want to be unique Positioning: quality and experimentation with a cool/tough attitude Not focused on trends
10. Competition – Energie Product: urban style denim, other clothing alternatives with vintage touches 4 different clothing lines (sub-brands) to create stand-out individual looks Price: luxury brand Place: 100 Energie branches worldwide
11. Competition – Energie Promotion Social media (Facebook, Twitter, YouTube, LinkedIn) Print advertisements Catalogues Models pose against an urban background with a ‘cool attitude’
