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

1. G-Star Raw at New York Fashion Week -
Autumn 2012

2. Introduction
About the brand
Understated
Quality
Purpose of the Campaign?
Innovation & Cutting edge style
G-Star & New York Fashion Week

3. Key Objectives
To drive awareness
To boost retail sales
To engage consumers
To be cool beyond association

4. Primary Research
89 respondents
34% male
66% Female
Respondents age 18-45

5. Primary Research
Brands:
Levis:
33%
Diesel:
28%
Wrangler:
16%
Jack & Jones:
18.5%
G Star Raw:
4.5%

6. Primary Research
Average Spend - Euro
40-80
68%
80-120
21%
120+
11%

7. Primary Research
Important Purchase Decisions
Cut
47%
Tailoring
24%
Comfort
14%
Cost
16%

8. Primary Research
Views on G-star Raw
35% Never heard/not Familiar with
Other Interesting Comments
Cool, Expensive, Good Material, Pricey, Edgy, Metro-sexual, Trendy
Brand Mostly associated with young males

9. Target Understanding
Based 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. 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. 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 hype
Due to budget constraints our focus is on the larger European markets which risks alienating
other franchisees not covered in our execution.

12. Enablers
Bring 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. Actions
“Generate a campaign that aligns G-stars design ethos with our
vision of where street culture defines contemporary luxury”

14. Digital Campaign Execution

16. G-6 Weeks
Roll out of Graffiti Artist Challenge

17. G-6 Weeks
Graffiti Artist Challenge

18. G-5 Weeks
Canvasses replaced with blank denim canvasses.
Display ad campaign on blogging sites to attract
attention and participating graffiti artists.

19. G-4 Weeks
Graffiti canvasses appear

20. Graffiti Star App & Game

21. In Store Promotion

23. 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

24. Get Your Face on the G-Star
Catwalk

26. 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

27. 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

28. 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.

29. G-Star NYFW Catwalk

30. G-Star NYFW Catwalk

31. G + 2 Weeks
Following NYFW, the 7 shortlisted (including the winning)
graffiti canvasses will be auctioned off in G-Star stores for
charity.
Bidding can also be done via the Graffiti Star App.

32. Costs Projections

33. Key Performance Indicators and
Return on Investment

34. The Road Ahead
Increase budget to roll out graffiti canvases in more countries
thus increasing exposure for both the brand and campaign.

35. Image References for G-star Pres
No entry image
http://www.morguefile.com/archive/display/172129
Barriers
http://prootech.com/image/data/New%20Product%20image%202011/DSLR%20ACC/Director%20movie%20action%20board/Direc
r%20movie%20action%20board-500x500.jpg
FB like image
http://www.psdgraphics.com/wp-content/uploads/2011/02/like.jpg
Fashion week logo
http://vanityrich.files.wordpress.com/2009/09/fashionweek-logo.gif
Road Image
http://www.morguefile.com/archive/display/2136
New York Image
http://www.morguefile.com/archive/display/766582
•

36. Vincent Gallo image
http://cdn.thegloss.com/files/2011/11/gallo.jpg
Times square at night
http://newconstructionmanhattan.com/sites/default/files/images/nyc-condos-near-times-square-clinton.jpg
New York fashion week image
http://www.selectism.com/news/wp-content/uploads/2010/02/g-star-raw-city-guide-selectism.jpg
g star logo
http://fashionle.com/wp-content/uploads/2011/09/G_Star_Raw_by_Sk_Styles1.jpg