This document provides information about Connect, a Chicago boutique store with two locations that specializes in versatile, water and wrinkle resistant clothing described as "Patagonia meets Prada." The target market is mid-to-upper income urban men and women aged 25-40 who have an active lifestyle. The positioning statement notes Connect provides stylish, comfortable clothing that can be worn in the office, restaurants or outdoors. The marketing problem is that consumers are unaware of the store locations and benefits of the clothing. The message strategy and ads will show the clothing is fashionable yet functional indoors and outdoors.

2. Introduction to
• Chicago boutique with two locations:
Lincoln Park and Wicker Park
• Specializes in versatile apparel for
outdoor and everyday wear
• Self-described as “Patagonia meets
Prada”
• Most clothing is water-resistant, odor-
resistant, and wrinkle-free
• Exclusive Chicago retailer for several
brands
• Features sustainable clothing

3. Target Market Profile
• Mid- to upper-income, urban men and women
25-40 years old
• On-the-go lifestyle
• Love fashion and comfort
• Need versatility in their clothing
• Have “green” concerns

4. Positioning Statement
To mid- to upper-income, urban men and
women 25-40 years old who trend toward
purchasing stylish, yet comfortable clothing,
Connect is the boutique-clothing store that
joins outdoor-centric styles with chic, urban
fashion because people want clothes that look
great whether worn at the office, in a
restaurant, or on top of a mountain.

5. Marketing & Communications Problem
• What the consumer does not know:
• The store exists and has two locations
• Connect combines fashion and functionality as outdoor clothing
• What the consumer does not believe/feel:
• There is a need for versatile clothing
• There is clothing that combines fashion and functionality
• The clothing is worth the price
• What the consumer does not do:
• Seek out Connect as a destination for shopping

6. Message Strategy
Connect has fashionable clothing that is
functional both indoors and outdoors.

7. Brand Image
• Chic
• Look great everywhere, even in
the most rugged places.
• Classy, fashionable, fun
• Busy lifestyle, down-to-earth,
always time for entertainment

8. Tone
• Modern
• Sophisticated
• Cool
• Hip
• Urban
• In-the-Know

9. Consumer Response
Our target should be aware of Connect and place
Connect into their consideration set.
Ads should elicit a positive emotional response
toward the benefits of clothing purchased from
Connect.

10. Consumer Self-Talk
“I want a jacket that looks great everywhere.
I’m going to Connect because they have
that jacket.”

11. Story Board
Open on a man skiing. At
the bottom of the slope he
takes off skis and walks
into upscale lodge.
Man walks through lodge
into upscale boutique
restaurant. He then walks
outside onto a downtown city
street.
Valet pulls up car. Man opens
passenger door for a lady
dressed in an evening gown.
He hops in car and drives off.
Title Card appears.
James Bond-esque orchestral music plays throughout. The spot is shot as one continuous take.

12. Print Ad

13. Newspaper Ad

14. Campaign Details
• Advertising campaign will launch new tagline: Urban Fashion,
Outdoor Function
• In-store and store-front materials will be revised to carry new
brand message to create a better link between the in-store and out-
of-store communication
• As awareness for this campaign is key. Logo and brand message
will have great prominence in this series of advertisements
• Subsequent advertisements in this campaign will feature women’s
clothing and message more strongly to women

15. Questions