G-Star Raw at New York Fashion Week -Autumn 2012
Introduction About the brand Understated Quality Purpose of the Campaign? Innovation & Cutting edge style G-Star & New York Fashion Week
Key Objectives To drive awareness To boost retail sales To engage consumers To be cool beyond association
Primary Research 89 respondents34% male 66% Female Respondents age 18-45
Primary ResearchBrands: Levis: 33% Diesel: 28% Wrangler: 16% Jack & Jones: 18.5% G Star Raw: 4.5%
Primary Research Average Spend - Euro 40-80 68% 80-120 21% 120+ 11%
Primary Research Important Purchase Decisions Cut 47% Tailoring 24% Comfort 14% Cost 16%
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
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.
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 hypeDue to budget constraints our focus is on the larger European markets which risks alienating other franchisees not covered in our execution.
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.
Actions “Generate a campaign that aligns G-stars design ethos with our vision of where street culture deﬁnes contemporary luxury”
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
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.
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 and campaign.
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 •
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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