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who is bin ?

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  • 背景介绍:The story begins from a big news of italy retail industry. Gruppo Coin S.p.A. (“Gruppo Coin”), the Italian leader in the apparel retail market with two distinct brands OVS industry and Coin, reached an agreement with InvestitoriAssociati, Pirelli RE, Deutsche Bank and Borletti family, shareholders of Rinascente / UpimS.r.l., for the acquisition of 100% of the outstanding quota capital of UpimS.r.l. (“Upim”), a key player in the Italian apparel retail industry.
  • 特征:This group people are those preadolescents lovers of all things new, maybe the last to follow the traditional logics of the latest fashion, who propose known and recognizable aesthetics that easily fit into the world of brands and designer labels. A generational nucleus that we can define as fashion victims. They live the urban condition as if it were an infinite container of stimuli to collect and propose. They are revealed to be trend setters in their consumption behavior and great experimenters of technological behavior. A generational nucleus open to any combination, even unexpected, between mediatic phenomena and personal experience, to create and launch “shared codes”, without ever belonging to a single community.
  • 对市场的影响:If we use the market segment influence chain to describe the market, I think the upim’s new target will be the trendsetters. They become not only the first customers to adopt the product but also the important influencers in the market. Make them promoters who will recommend and endorse the products to their friends and families.
  • The future is an age of co-creation
  • New launch of upim
  • 1) Consumers have replaced trust in advertising with trust in individuals: in particular, friends, family, and colleagues. Turning to communities and away from mass media, consumers are increasingly making traditional advertising more irrelevant. They have learned to block the ads they don’t want, and gate-keeping is becoming more sophisticated and widespread: according to Forrester Research DVR ownership in North America, which features ad-skipping, will grow from 19% of households in 2006 to 55% in 2011. More than half of UK consumers using the Internet at home utilize spam and popup blockers to filter unwanted messages from their online experiences, and countries like the Netherlands, France, and Germany are not far behind.2) Consumers want to be more involved with the brands and products they consume: this applies also to the way they are communicated to them through advertising. Doritos is the most famous example in the UK whereby consumers were invited via a competition to create the next TV campaign. More recently Unilever’s Peperami have dropped Lowe to Crowdsource their next ad campaign with consumers. Noam Buchalter marketing manager at Peperami says: “We believe Peperami is a brand that deserves radical creative solutions and are confident taking our brief out to thousands rather than a small team of “creatives” will provide us with the best possible idea and take our advertising to the next level.”3) Consumers are showing in increasing numbers that they prefer pull to push: almost all consumers own a PC and mobile phone, and they spend almost half of their media time with interactive channels. Use of RSS and podcasts has increased to 10% and 14%, respectively, from virtually nothing in 2003. Mark Earls author of Herd, says that it is no longer about what your brand does to the consumer but what consumers are doing to and with your brand. Putting it another way, James Murdoch in his Marketing Society Annual Lecture said ‘Ubiquitous connectivity means fundamentally that the individual becomes the agent of everything…we’ve learnt through experience what difference the new empowered world means for our relationship with customers. This is not a question of scale. It is a different way of existing’.4) Different ways of existing means there is more fragmentation: which in turn is driving more complexity. The number of media channels available to marketers, agencies, and consumers has exploded. Proliferation of choice offers marketers new opportunities, such as social networks, mobile, and branded entertainment. Social media, in which consumers become publishers and media outlets drives media buyers crazy; there are more than 59 million videos in YouTube today, and they can’t cut deals with every blogger.5) A new marketing funnel is required. The current one which sits at the heart of most current advertising and media buying agencies is out of date. “Integrated” or “360” marketing is still an excuse to sell campaign ideas as brand ideas so that they can produce a TV commercial and shoe horn other channels in afterwards. Consumers need to be at the heart of a new marketing model so that we can move away from channel marketing to “continuous brand engagement” marketing.6) A new definition of “mass media” is emerging: More and more consumers are creating their own content and are coming together to form communities around it. Personal profiles on sites like Myspace, Bebo and Facebook don’t simply state vital statistics, they allow marketers access to preferences, allegiances, recommendations and conversations they could not have dreamed of even five years ago. And there are communities for every niche, so the same data richness can be experienced for every specific brand, sector or topic. It is always up to date being spontaneously added to by consumers. The new mass media is made up of a collection of communities. As more consumers become involved in social media, these platforms will grow and eclipse today’s mainstream media.7) Traditional advertising can’t deliver a captive audience in this new consumer landscape: Nearly a quarter of marketers polled by Ipsos Mori for the Chartered Institute of Marketing’s latest Marketing Trends survey said advertising, excluding online, gave the worst return on investment. Almost a quarter of marketers rated CRM as the best, with PR activities coming in second highest in terms of ROI.
  • So my concept is upim is built by its consumers (let’s call them upimers)
  • But how canupim to conbine these trends and concepts, let’s check out two interesting videos.
  • But how canupim to conbine these trends and concepts, let’s check out two interesting videos.
  • Business model
  • Branding 3.0
  • Transcript

    • 1. /spark of inspirationFREENOTE
    • 2. /visual communicationPOST, VI, BRAND
    • 3. Post
    • 4. Business Card
    • 5. Logo
    • 6. APP Interface
    • 7. /Shanghai, Milan, ParisLIFESTYLE PHOTOGRAPHY
    • 8. Boy in Metro
    • 9. Moda Etro
    • 10. Sole e Milano
    • 11. Moments in Paris
    • 12. Moments in Paris
    • 13. /workshop for biticinoHOUSE WIHOUT BOUNDARY
    • 14. Research Part
    • 15. Research Part
    • 16. Research Part
    • 17. Research Part
    • 18. /Graduation Design for BachelorSEEKING FOR …
    • 19. Concept
    • 20. Inspiration
    • 21. Material-board
    • 22. Mood-board
    • 23. Sketch
    • 24. Total Look
    • 25. /Graduation Project for MasterUPIM POP: BRAND EVOLUTIONIN REAL BUSINESS
    • 26. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 27. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 28. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 29. IntroductionAnalysisInnovationExecutionConclusion• They are those preadolescents lovers of all things new, that we can define as fashion victims.• They are great experimenters of technological behavior.• They are a generational nucleus open to any combination, to create and launch “shared codes”, without ever belonging to a single community. Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 30. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 31. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 32. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 33. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 34. IntroductionAnalysisInnovationExecution • Consumers have replaced trust in advertising with trust in individualsConclusion • Consumers want to be more involved with the brands and products they consume • Consumers are showing in increasing numbers that they prefer pull to push • Different ways of existing means there is more fragmentation • A new marketing funnel is required • A new definition of “mass media” is emerging • Traditional advertising can’t deliver a captive audience in this new consumer landscape Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 35. IntroductionAnalysisInnovationExecutionConclusionUpim is built by its consumers (Upimer) Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 36. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 37. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 38. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 39. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 40. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 41. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 42. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 43. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 44. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 45. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 46. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 47. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 48. IntroductionAnalysisInnovationExecutionConclusion Master in Business Design | Milan, 2010-10-27 | Bin HU
    • 49. DRAWING LOVERGRAPHICS PRODUCERPHOTE MAKERDESIGN RESEARCHERCLOTHING INNOVATORBUSINESS DESIGNER
    • 50. DRAWING LOVERGRAPHICS PRODUCERPHOTE MAKERDESIGN RESEARCHERCLOTHING INNOVATORBUSINESS DESIGNER
    • 51. ACTUALLY,BINIS AN E.T.
    • 52. IF YOU WANT TO KNOW MORE ABOUT BIN, PLEASE CONTACT HIM ! TO BE CONTINUED …