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G-Star Raw at New York Fashion Week -Autumn 2012
Introduction                  About the brand                   Understated Quality                      Purpose of the Ca...
Key Objectives               To drive awareness To boost retail sales     To engage consumers           To be cool beyond ...
Primary Research            89 respondents34% male           66% Female     Respondents age 18-45
Primary ResearchBrands:   Levis:                 33%  Diesel:                28%  Wrangler:               16%  Jack & Jone...
Primary Research          Average Spend - Euro      40-80               68%     80-120               21%      120+        ...
Primary Research          Important Purchase Decisions   Cut                    47%   Tailoring              24%   Comfort...
Primary Research                      Views on G-star Raw        35% Never heard/not Familiar with     Other Interesting C...
Target UnderstandingBased on the research undertaken we have made the following customer insights           Don’t want to ...
Key Issues for Consideration    How do we extend the campaign into G-Star RAW stores, pre and post NYFW?                  ...
Barriers G-star as a brand is not immediately recognisable and is often seen as expensive.             The brand does not ...
EnablersBring the brand to urban environments challenging consumers to actively                          engage with the b...
Actions  “Generate a campaign that aligns G-stars design ethos with our    vision of where street culture defines contempor...
Digital Campaign Execution
G-6 WeeksRoll out of Graffiti Artist Challenge
G-6 WeeksGraffiti Artist Challenge
G-5 WeeksCanvasses replaced with blank denim canvasses.Display ad campaign on blogging sites to attract attention and part...
G-4 WeeksGraffiti canvasses appear
Graffiti Star App & Game
In Store Promotion
G – 3 Weeks              Ten regional competition winners announced on #                 Facebook and submitted for a publ...
Get Your Face on the G-StarCatwalk
G – 2 Weeks Winners of the Graffiti-Star campaign are announced online.  One Graffiti artist canvas will be displayed digita...
G – 1 Week•    Videos on the build up to the fashion week are posted     on G-star TV – a dedicated YouTube channel as wel...
Presenters post videos on the G-Star TV channel featuring coverage of the shows, and interviews with fashion industry reps...
G-Star NYFW Catwalk
G-Star NYFW Catwalk
G + 2 WeeksFollowing NYFW, the 7 shortlisted (including the winning)graffiti canvasses will be auctioned off in G-Star stor...
Costs Projections
Key Performance Indicators andReturn on Investment
The Road AheadIncrease budget to roll out graffiti canvases in more countries  thus increasing exposure for both the brand ...
Image References for G-star PresNo entry imagehttp://www.morguefile.com/archive/display/172129Barriershttp://prootech.com/i...
Vincent Gallo imagehttp://cdn.thegloss.com/files/2011/11/gallo.jpgTimes square at nighthttp://newconstructionmanhattan.com/...
G star raw @ New York Fashion Week
G star raw @ New York Fashion Week
G star raw @ New York Fashion Week
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G star raw @ New York Fashion Week

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This is a digital marketing campaign promoting G-Star Raw at New York Fashion Week to a European audience.

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  • with special thanks to @richarddereks. check it out peeps http://iizt.com/projects/g-star-raw-city-guide-new-york/
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  • http://iizt.com/projects/g-star-raw-city-guide-new-york/

    thanks for the promo!
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Transcript of "G star raw @ New York Fashion Week"

  1. 1. G-Star Raw at New York Fashion Week -Autumn 2012
  2. 2. Introduction About the brand Understated Quality Purpose of the Campaign? Innovation & Cutting edge style G-Star & New York Fashion Week
  3. 3. Key Objectives To drive awareness To boost retail sales To engage consumers To be cool beyond association
  4. 4. Primary Research 89 respondents34% male 66% Female Respondents age 18-45
  5. 5. Primary ResearchBrands: Levis: 33% Diesel: 28% Wrangler: 16% Jack & Jones: 18.5% G Star Raw: 4.5%
  6. 6. Primary Research Average Spend - Euro 40-80 68% 80-120 21% 120+ 11%
  7. 7. Primary Research Important Purchase Decisions Cut 47% Tailoring 24% Comfort 14% Cost 16%
  8. 8. Primary Research Views on G-star Raw 35% Never heard/not Familiar with Other Interesting CommentsCool, Expensive, Good Material, Pricey, Edgy, Metro-sexual, Trendy Brand Mostly associated with young males
  9. 9. Target UnderstandingBased 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.
  10. 10. 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?
  11. 11. 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 hypeDue to budget constraints our focus is on the larger European markets which risks alienating other franchisees not covered in our execution.
  12. 12. EnablersBring 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.
  13. 13. Actions “Generate a campaign that aligns G-stars design ethos with our vision of where street culture defines contemporary luxury”  
  14. 14. Digital Campaign Execution
  15. 15. G-6 WeeksRoll out of Graffiti Artist Challenge
  16. 16. G-6 WeeksGraffiti Artist Challenge
  17. 17. G-5 WeeksCanvasses replaced with blank denim canvasses.Display ad campaign on blogging sites to attract attention and participating graffiti artists.
  18. 18. G-4 WeeksGraffiti canvasses appear
  19. 19. Graffiti Star App & Game
  20. 20. In Store Promotion
  21. 21. 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
  22. 22. Get Your Face on the G-StarCatwalk
  23. 23. 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
  24. 24. 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
  25. 25. 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.
  26. 26. G-Star NYFW Catwalk
  27. 27. G-Star NYFW Catwalk
  28. 28. G + 2 WeeksFollowing NYFW, the 7 shortlisted (including the winning)graffiti canvasses will be auctioned off in G-Star stores forcharity. Bidding can also be done via the Graffiti Star App.
  29. 29. Costs Projections
  30. 30. Key Performance Indicators andReturn on Investment
  31. 31. The Road AheadIncrease budget to roll out graffiti canvases in more countries thus increasing exposure for both the brand and campaign.
  32. 32. Image References for G-star PresNo entry imagehttp://www.morguefile.com/archive/display/172129Barriershttp://prootech.com/image/data/New%20Product%20image%202011/DSLR%20ACC/Director%20movie%20action%20board/Direc r%20movie%20action%20board-500x500.jpgFB like imagehttp://www.psdgraphics.com/wp-content/uploads/2011/02/like.jpg Fashion week logohttp://vanityrich.files.wordpress.com/2009/09/fashionweek-logo.gif Road Imagehttp://www.morguefile.com/archive/display/2136 New York Imagehttp://www.morguefile.com/archive/display/766582 •   
  33. 33. Vincent Gallo imagehttp://cdn.thegloss.com/files/2011/11/gallo.jpgTimes square at nighthttp://newconstructionmanhattan.com/sites/default/files/images/nyc-condos-near-times-square-clinton.jpg New York fashion week imagehttp://www.selectism.com/news/wp-content/uploads/2010/02/g-star-raw-city-guide-selectism.jpg g star logohttp://fashionle.com/wp-content/uploads/2011/09/G_Star_Raw_by_Sk_Styles1.jpg
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