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Brand Strategy – Treesje – Mariel & Nelly - NYU
Objective 
Build the suitable 
Creative Brief for the 
Re-Launch of the Treesje 
and Joelle Hawkens 
Brand Strategy – Tree...
Listening 
• Fashion Trends: Stores, Magazines, Street 
Fashion, and Google Analytics. 
• The Consumer & The Brand: Social...
Where are Consumers Looking for 
New Trends? 
Brand Strategy – Treesje – Mariel & Nelly - NYU 
41% 
28% 
14% 
11% 
3% 3% 
...
Evolution to Casual 
Coach 
Brand Strategy – Treesje – Mariel & Nelly - NYU
Evolution to Casual 
Nine West 
Brand Strategy – Treesje – Mariel & Nelly - NYU
Casual in other Terms… 
Brand Strategy – Treesje – Mariel & Nelly - NYU
Google Trends 
Brand Strategy – Treesje – Mariel & Nelly - NYU 
People are 
searching 
fashion trends 
under different 
ke...
Google Trends 
Brand Strategy – Treesje – Mariel & Nelly - NYU 
Identifying 
new trends: 
BOHO 
BOHO Chic 
BOHO Street 
BO...
Boho 
• The unique appreciation for natural beauty, 
creativity and the expression of a truly 
romantic spirit. 
• Natural...
Express the Real Me 
My purse makes 
my outfit. 
It expresses the 
real me. 
Brand Strategy – Treesje – Mariel & Nelly - N...
The New Feminism 
Brand Strategy – Treesje – Mariel & Nelly - NYU
The Brand – Versatile 
Brand Strategy – Treesje – Mariel & Nelly - NYU
Defining the Brand 
Brand Strategy – Treesje – Mariel & Nelly - NYU 
Attributes 
High Quality 
Casual Chick 
Versatile 
Pe...
Key Insights 
THE CULTURE 
New Feminism 
THE INDUSTRY 
The BOHO Movement 
THE BRAND 
Versatile for any 
Occasion 
THE CONS...
Effortless Allure 
Brand Strategy – Treesje – Mariel & Nelly - NYU
Target 
Brand Strategy – Treesje – Mariel & Nelly - NYU 
Women 25 – 40 
years old, that 
wants it all in a 
brand! 
When d...
Key Strategies 
Own the Boho Movement (Boho glam, 
Boho chic, Boho Street). 
Become a Tool of Woman 
Empowerment. 
Feature...
Key Strategies 
Own the Boho Movement (Boho 
glam, Boho chic, Boho Street). 
Become a Tool of Woman 
Empowerment. 
Feature...
Own the Boho Movement 
Become the top of mind brand when 
thinking “Boho” 
Brand Strategy – Treesje – Mariel & Nelly - NYU
How it Works… 
• SEO Optimization 
– Create content with popular #KEYWORDS in the category i.e. 
#boho, #bohochic, #bohogl...
Blog, Blog, Blog! We know that the number one SEO 
buster is Blogs. Create a Blog around the new boho 
movement and trends...
• Influencers 
– “Boho Bloggers” : Partnerships with Refinery29 
type of blogs 
Brand Strategy – Treesje – Mariel & Nelly ...
Social Media 
• Pinterest: 
Leverage the visual platform to 
showcase the brand’s 
personality. Be careful, keep it 
consi...
• Why Pinterest? 
Our target is looking here! 
Pinterest is a destination 
social platform, where 
women go to get inspire...
Key Strategies 
Own the Boho Movement (Boho glam, 
Boho chic, Boho Street). 
Become a Tool of Woman 
Empowerment. 
Feature...
Become a Tool of Woman 
Empowerment 
You don’t have to try too hard to be in our Spring 
2015 Look-Book, You are a Treesje...
How it works… 
• Follow us on Instagram or Facebook to post your best 
effortless look! (we won’t think is cheating if you...
How would it look like? 
#TreesjeModel 
Brand Strategy – Treesje – Mariel & Nelly - NYU
Results 
• Increase following and engagement metrics on Facebook and 
Instagram (also in other platforms when people resea...
Key Strategies 
Own the Boho Movement (Boho glam, 
Boho chic, Boho Street). 
Become a Tool of Woman 
Empowerment. 
Feature...
Feature the Uniqueness of the 
Brands for each Mood or Occasion. 
Brand Strategy – Treesje – Mariel & Nelly - NYU
Use Pinterest as your first Step 
Towards E-commerce 
KPIs: 
• Number of Pins and likes 
• Referral traffic to your websit...
Key Strategies 
Own the Boho Movement (Boho glam, 
Boho chic, Boho Street). 
Become a Tool of Woman 
Empowerment. 
Feature...
Non-Profits that Make Fashion Sense 
Brand Strategy – Treesje – Mariel & Nelly - NYU
Results 
Get your money back by doing the 
right thing! 
Exposure to a specific target 
(Brooklyn Fashionistas) 
Help your...
Marketing Budget 
35% 
30% 
20% 
15% 
Budget Distribution 
Brand Strategy – Treesje – Mariel & Nelly - NYU 
Social Media 
...
Thank You! 
Brand Strategy – Treesje – Mariel & Nelly - NYU
Appendix 
Brand Strategy – Treesje – Mariel & Nelly - NYU
Treesje in Google 
Brand Strategy – Treesje – Mariel & Nelly - NYU
Google Trends 
Brand Strategy – Treesje – Mariel & Nelly - NYU 
In the US we 
are looking 
more fore 
PURSE than 
HANDBAG.
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Creative Brief for the Re-Launch of the Treesje and Joelle Hawkens

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Creative Brief for the Re-Launch of the Treesje and Joelle Hawkens Brands
Winning Project case for NYU Brand Strategy class

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Creative Brief for the Re-Launch of the Treesje and Joelle Hawkens

  1. 1. Brand Strategy – Treesje – Mariel & Nelly - NYU
  2. 2. Objective Build the suitable Creative Brief for the Re-Launch of the Treesje and Joelle Hawkens Brand Strategy – Treesje – Mariel & Nelly - NYU
  3. 3. Listening • Fashion Trends: Stores, Magazines, Street Fashion, and Google Analytics. • The Consumer & The Brand: Social Media Platforms, Brand Perception, Social Fashion Trends, Interviews, and Survey. Brand Strategy – Treesje – Mariel & Nelly - NYU
  4. 4. Where are Consumers Looking for New Trends? Brand Strategy – Treesje – Mariel & Nelly - NYU 41% 28% 14% 11% 3% 3% Magazines Fashion blogs Style in others Friends Celebrities Family We asked 36 women where do they find inspiration for new handbag trends.
  5. 5. Evolution to Casual Coach Brand Strategy – Treesje – Mariel & Nelly - NYU
  6. 6. Evolution to Casual Nine West Brand Strategy – Treesje – Mariel & Nelly - NYU
  7. 7. Casual in other Terms… Brand Strategy – Treesje – Mariel & Nelly - NYU
  8. 8. Google Trends Brand Strategy – Treesje – Mariel & Nelly - NYU People are searching fashion trends under different keywords.
  9. 9. Google Trends Brand Strategy – Treesje – Mariel & Nelly - NYU Identifying new trends: BOHO BOHO Chic BOHO Street BOHO Glam
  10. 10. Boho • The unique appreciation for natural beauty, creativity and the expression of a truly romantic spirit. • Natural and drawing out your individuality, while accepting and combining with your inner self. • Minimalistinc makeup – The most important aspect when it comes to Boho chic is there are no rules or guidelines and you can accessorize with fashion freedom (mix-and-match to create unique and striking looks). • Freedom and experimentation. Brand Strategy – Treesje – Mariel & Nelly - NYU
  11. 11. Express the Real Me My purse makes my outfit. It expresses the real me. Brand Strategy – Treesje – Mariel & Nelly - NYU
  12. 12. The New Feminism Brand Strategy – Treesje – Mariel & Nelly - NYU
  13. 13. The Brand – Versatile Brand Strategy – Treesje – Mariel & Nelly - NYU
  14. 14. Defining the Brand Brand Strategy – Treesje – Mariel & Nelly - NYU Attributes High Quality Casual Chick Versatile Personality Independent Edgy Stylish Classic Proof Points Superior quality at a price Uniqueness (Leathers, designs) Sister Brands (Aspiration & Diffusion) Benefits Consumers don’t need to try hard to look their best
  15. 15. Key Insights THE CULTURE New Feminism THE INDUSTRY The BOHO Movement THE BRAND Versatile for any Occasion THE CONSUMER I want to be able to express the real me BRAND IDEA Effortless Allure Brand Strategy – Treesje – Mariel & Nelly - NYU
  16. 16. Effortless Allure Brand Strategy – Treesje – Mariel & Nelly - NYU
  17. 17. Target Brand Strategy – Treesje – Mariel & Nelly - NYU Women 25 – 40 years old, that wants it all in a brand! When do I need a Treesje? When my bag needs to say I’m sophisticated jet natural/casual (boho-glam) When do I need a Joelle Hawkens? When my bag needs to say I’m cool! There’s something edgy about me, but no matter the occasion I’ll always look good.
  18. 18. Key Strategies Own the Boho Movement (Boho glam, Boho chic, Boho Street). Become a Tool of Woman Empowerment. Feature the Uniqueness of the Brands for each Mood or Occasion. Brand Strategy – Treesje – Mariel & Nelly - NYU
  19. 19. Key Strategies Own the Boho Movement (Boho glam, Boho chic, Boho Street). Become a Tool of Woman Empowerment. Feature the Uniqueness of the Brands for each Mood or Occasion. Brand Strategy – Treesje – Mariel & Nelly - NYU
  20. 20. Own the Boho Movement Become the top of mind brand when thinking “Boho” Brand Strategy – Treesje – Mariel & Nelly - NYU
  21. 21. How it Works… • SEO Optimization – Create content with popular #KEYWORDS in the category i.e. #boho, #bohochic, #bohoglam, #bohostreet, #streetstyle, #LAstyle, #BrooklynStyle – Tell the story of the pioneers in the Boho Movement (celebrities) e.i Kate Moss, Siena Miller Brand Strategy – Treesje – Mariel & Nelly - NYU
  22. 22. Blog, Blog, Blog! We know that the number one SEO buster is Blogs. Create a Blog around the new boho movement and trends ( tips for an effortless chic look) Results: SEO Optimization Social Media Legitimacy Loyal Fans Convert Easily Content Marketing KPIs: Blog Followers (subscriptions) Engagement (shares, comments, CTR to website) Note:“Make friends” with similar brands (Free People, Aritzia…) Brand Strategy – Treesje – Mariel & Nelly - NYU
  23. 23. • Influencers – “Boho Bloggers” : Partnerships with Refinery29 type of blogs Brand Strategy – Treesje – Mariel & Nelly - NYU
  24. 24. Social Media • Pinterest: Leverage the visual platform to showcase the brand’s personality. Be careful, keep it consistent! Ask yourself, is this EFFORTLESS ALLURE? Brand Strategy – Treesje – Mariel & Nelly - NYU
  25. 25. • Why Pinterest? Our target is looking here! Pinterest is a destination social platform, where women go to get inspired. There is a huge Boho community on Pinterest. Like Fashion Bloggers, there are Fashion Boards with great following. Brand Strategy – Treesje – Mariel & Nelly - NYU
  26. 26. Key Strategies Own the Boho Movement (Boho glam, Boho chic, Boho Street). Become a Tool of Woman Empowerment. Feature the Uniqueness of the Brands for each Mood or Occasion. Brand Strategy – Treesje – Mariel & Nelly - NYU
  27. 27. Become a Tool of Woman Empowerment You don’t have to try too hard to be in our Spring 2015 Look-Book, You are a Treesje Model already! Brand Strategy – Treesje – Mariel & Nelly - NYU
  28. 28. How it works… • Follow us on Instagram or Facebook to post your best effortless look! (we won’t think is cheating if you get some inspiration from our Pinterest boards!) • Use the Hashtags #TreesjeModel or #JHawkensModel depending of how you feel that day. • On February 2015 we will choose 10 new faces for our Spring 2015 Look-Books. Brand Strategy – Treesje – Mariel & Nelly - NYU
  29. 29. How would it look like? #TreesjeModel Brand Strategy – Treesje – Mariel & Nelly - NYU
  30. 30. Results • Increase following and engagement metrics on Facebook and Instagram (also in other platforms when people research about the brand). • Contests normally serve as a brand building tactic that, combined with other marketing efforts, can build brand affinity, loyalty, and eventually resulting in a lift of sales. • Customers will see the Treesje and Joelle Hawkens as a brand they could wear anywhere and in every situation. • Get “free PR”: People love to talk about themselves and their experiences. Make them experience “a day like a model” and they wont stop talking about it. Brand Strategy – Treesje – Mariel & Nelly - NYU
  31. 31. Key Strategies Own the Boho Movement (Boho glam, Boho chic, Boho Street). Become a Tool of Woman Empowerment. Feature the Uniqueness of the Brands for each Mood or Occasion. Brand Strategy – Treesje – Mariel & Nelly - NYU
  32. 32. Feature the Uniqueness of the Brands for each Mood or Occasion. Brand Strategy – Treesje – Mariel & Nelly - NYU
  33. 33. Use Pinterest as your first Step Towards E-commerce KPIs: • Number of Pins and likes • Referral traffic to your website or future e-commerce store • Tags and comments of your target about the brand and products How it works: • Use the brands attributes to define relevant categories for each brand • Create boards that exemplify the moods and situations where Treesje and Joelle Hawkens could be used at Brand Strategy – Treesje – Mariel & Nelly - NYU
  34. 34. Key Strategies Own the Boho Movement (Boho glam, Boho chic, Boho Street). Become a Tool of Woman Empowerment. Feature the Uniqueness of the Brands for each Mood or Occasion. Brand Strategy – Treesje – Mariel & Nelly - NYU
  35. 35. Non-Profits that Make Fashion Sense Brand Strategy – Treesje – Mariel & Nelly - NYU
  36. 36. Results Get your money back by doing the right thing! Exposure to a specific target (Brooklyn Fashionistas) Help your customer associate your brand with similar brands that are also socially conscious. (this is very BOHO) Brand Strategy – Treesje – Mariel & Nelly - NYU
  37. 37. Marketing Budget 35% 30% 20% 15% Budget Distribution Brand Strategy – Treesje – Mariel & Nelly - NYU Social Media SEO Look-book 2015 Events - Giveaways
  38. 38. Thank You! Brand Strategy – Treesje – Mariel & Nelly - NYU
  39. 39. Appendix Brand Strategy – Treesje – Mariel & Nelly - NYU
  40. 40. Treesje in Google Brand Strategy – Treesje – Mariel & Nelly - NYU
  41. 41. Google Trends Brand Strategy – Treesje – Mariel & Nelly - NYU In the US we are looking more fore PURSE than HANDBAG.

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