How Cool Brands Stay Hot at Apestaartjaren 2012

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Presentation by Joeri Van den Bergh at Apestaartjaren 2012.

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How Cool Brands Stay Hot at Apestaartjaren 2012

  1. 1. Goeiemiddag@joeri_insites
  2. 2. Opening Forever 21 Antwerp 1000 waiting23000 visited in one day2 min on national news
  3. 3. 1984, Los Angeles, CA Chang Family 480+ stores
  4. 4. On trend productSeveral Lines, shoes accessories Daily new styles Wide, not deep Very (very) affordable
  5. 5. //Template 1• Tekst
  6. 6. Fashion BloggingStreetstyle Hunting
  7. 7. //Template 1• Tekst
  8. 8. //Template 1• Tekst
  9. 9. SCENE (T)AP(P)50 Chicago barscams recognizingnumbers & gender
  10. 10. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  11. 11. Cool
  12. 12. //COOL =0.38*Original Cool
  13. 13. //COOL =0.20*Popular Cool
  14. 14. Cool
  15. 15. #146 Cool
  16. 16. Cool//Template 1• Tekst
  17. 17. Cool//Template 1• Tekst
  18. 18. Cool //Template 1①Act, don’t tell • Tekst①Innovate and surprise①Friends are the COOL filter
  19. 19. Real//Template 1• Tekst Insert movie Adidas
  20. 20. Real//Template 1• Tekst
  21. 21. //Authenticity forGeneration Y Real
  22. 22. Real
  23. 23. //Template 1 On authenticity• Tekst
  24. 24. //Human factor ofbranding Real
  25. 25. QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you?Source: InSites Consulting BENELUX study for LEVI’s Europe 2008
  26. 26. //re-Humanizingmarketing Real
  27. 27. How social media could be more social1 Read instead of write2 Ask for feedback (rather than wait)3 People (staff) instead of company
  28. 28. //Template 1• Tekst
  29. 29. Real
  30. 30. Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm is the new cool①Be open and respectful, listen (like friends)
  31. 31. //Template 1• Tekst
  32. 32. //Template 1• Tekst
  33. 33. //Template 1• Tekst
  34. 34. Unique//Michael stole the moonwalk from David… //Template 1 • Tekst
  35. 35. // who stole it from Marcel Marceau //Template 1 • Tekst
  36. 36. //Template 1• Tekst
  37. 37. Unique//Does this remind you of something? //Template 1 • Tekst
  38. 38. Unique//Dietrich Mateschitz //Template 1 • Tekst
  39. 39. //Template 1• Tekst
  40. 40. Unique//Uniqueness by stealing from other industries //Template 1 • Tekst
  41. 41. Unique//Template 1• Tekst
  42. 42. Unique
  43. 43. Unique //Template 1①Sustain your unique proposition & style • Tekst①But adapt to the changing environment①Not forgetting about your core audience
  44. 44. Self
  45. 45. Self
  46. 46. Self
  47. 47. Self//Template 1• Tekst Insert movie rorschach U by Kotex
  48. 48. Self//Template 1• Tekst
  49. 49. Self//Template 1• Tekst
  50. 50. Self//Template 1• Tekst
  51. 51. Self//Template 1• Tekst
  52. 52. Self//Template 1• Tekst
  53. 53. Self//Template 1• Tekst
  54. 54. Self //Template 1①Don’t offer products, support lifestyles • Tekst①Never use tribes on the outskirts②Vary & combine different passion points
  55. 55. Happy
  56. 56. Happy//Template 1• Tekst
  57. 57. Happy//Template 1• Tekst
  58. 58. Happy
  59. 59. // I WILL NEVER FORGET THE DAY… Happy Extreme experience (e.g. skydiving, mount climbing) When I was dumped by my partner Graduated Meeting the love of my life Becoming a sport Surprise Death of a person champion N = 40 close to me Happiness Anger My first kiss N = 156 N = 13 Got my driving license When I got in a fight Fear Disgust N = 30 N = 14 New school Sadnes Discovered I had no s real friends when I N = 93 Moved needed them most Encountered aggression Was diagnosed Being dumped by my with a serious boy/girl friend Parents got illness divorcedSource; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy,Romania, Poland, Brazil, India, and China.
  60. 60. Happy
  61. 61. Happy
  62. 62. Happy//Template 1• Tekst
  63. 63. Happy//Template 1• Tekst Insert movie SAF integrated longer
  64. 64. Happy //Template 1①Deliver gratifications, not just pleasures • Tekst①Don’t use negative emotions①Happiness is the new rebellion

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