Harry Rosen Creative Campaign
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The purpose of this project was to develop a campaign, encouraging millennial males to purchase a suit at Harry Rosen.
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The fashion industry has traditionally met the growing demand of women’s fashion and has ignored men’s need of style and comfort. In early 2011, Pull&Bear launched the Heritage collection, a range which catered to men in thirties.
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term marketing plan is formulated which focuses on:
The Marketing Audit, which analyses current organisation and marketing objectives,strategy, tactics, implementation targets. (The tool used in this step is SOSTAC to
give some structure to the plan).
The evaluation report, which details with the feasibility of the marketing plan in regards to segmentation, targeting, positioning (STP) and providing recommendation
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2) Personality – Personality defines what personality will the brand assume if it were a person. Personality includes character and attitude.
3) Culture – Culture takes a holistic view of the organization, its origins and the values it stands for.
4) Relationship – The strength of the relationship between the brand and the customer. It may represent beliefs and associations in the human world.
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reference of the above-mentioned
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For my Intro to Strategic Communications class, we created a strategic communications marketing plan for Mary Kay Cosmetics. My team, Refresh Media, created the "Because We Know You" campaign to stress the importance and value of Mary Kay's Independent Beauty Consultants (IBC). IBC's help people achieve their perfect look to feel confident both inside and out.
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Group final project for Advertising Problems at LSU. Had to essentially create a mini campaign from the 2014 NSAC competition brief.
P R I M A R K
Primark is expanding into Canada by opening its first store at Yorkdale Mall in Toronto in Summer 2017. Primark originated in Ireland and operates 293 stores across Europe selling affordable fashion. It aims to target Canadian millennials through social media promotion and word of mouth while maintaining low prices through efficient operations. Primark will face competition from H&M, Zara and others but sees opportunity in the growing Canadian apparel market and increasing millennial population. It plans to establish brand awareness and gauge market response before potentially expanding further.
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RedCube has been working closely with quite a few fashion apparel brands. Instrumental in creating some memorable experiences , RedCube presents some insights of a few of these experiences,
How to Make Your Jewelry Shop POP! 7 Steps to Extraordinary Retail Success
Small is the next big story in retail—small as in independently owned businesses that often make America’s ‘Main Streets’ their home. This trend will reshape the retail landscape for the next decade, fueled by the desire of the highest- spending customers for new shopping experiences that they can’t find at the mall, in the national chains or in big box stores.
The most successful among these specialty retailers will be those who have shops that POP! Their secret: Success in retailing today is LESS about what you sell, and MORE about how your sell it.
It’s this understanding that shops that POP! use to create extraordinary shopping experience for the customers. Rather than just a store set up to sell stuff, it becomes a stage on which the shop owner tells their special story to and for the customer. It combines a unique vision with carefully curated products and services delivered in a personal and personalized way to people who are not just customers, but true friends. Main Street retailers must play to their number-one competitive advantage: their personal touch.
In this presentation, Danziger delves into the opportunities and challenges for jewelry stores to create extraordinary shopping experiences by drawing upon examples in Danziger’s new book, Shops that POP! 7 Steps to Extraordinary Retail Success. For jewelry store owners and jewelry marketers to help their businesses grow.
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Let’s talk about powerful conversations! We all know how to lead a constructive conversation, right? Then why is it so difficult to have those conversations with people at work, especially those in powerful positions that show resistance to change?
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But, how safe is a team? How can we determine if there are any factors that make the team unsafe or have an impact on the team’s culture?
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This presentation was uploaded with the author’s consent.Artificial Intelligence, Data and Competition – LIM – June 2024 OECD discussion
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Harry Rosen Creative Campaign
- 1. Tamara Iacobucci Viki Gibbs Rayyan Aidi
- 3. INTRODUCTION Where do we go from here? How to differentiate Harry Rosen from new competitors? How to appeal to the Millennial male? “There’s Only One Harry”
- 4. STATEMENT OF PROBLEM How to change the millennial males perception of Harry Rosen, from their dad’s suit store to a high end men’s retailer.
- 5. MARKET SITUATION ANALYSIS Private Brand. 12.1% market share.
- 6. MARKET SITUATION ANALYSIS Increase of 0.5% in the last year. Increase from 2014-2016 of 1%. Higher Demand for premium menswear. + for Harry Rosen.
- 8. JAMES – DAY IN THE MIND
- 10. COMMUNICATION OBJECTIVES To drive online traffic by 10% to harryrosen.com by October 1st amongst Millennial males to encourage repeat visit. To change brand perception of Harry Rosen by 20% amongst Millennial males age 25-40 who make $80K+. To increase retail store traffic by 20% with the target consumer.
- 13. #HRmakeaflash
- 14. CORE BRAND VALUES 62 years of expertise. Canadian men’s specialty clothing retailer. Quality and Timeless. Lifetime guarantee.
- 15. POSITIONING STATEMENT Harry Rosen is a high-end, specialty clothing retailer that provides a style that is uniquely yours with a lifetime guarantee. Unlike Saks or Nordstrom, we specialize in men’s fashion and are exclusively here for men.
- 16. KEY BENEFIT You can make that outfit uniquely yours, only at Harry Rosen.
- 18. APPEAL STRATEGIES Music & Bandwagon Leveraging pop culture and current social trends.
- 20. WHAT SHOULD THE TARGET THINK? Approachable. Relatable. Edgy. Unique. Current.
- 22. EXPERIENTIAL
- 24. Time: 12:30PM Place: 6 GTA Locations Event: • 30 sec. Mannequin Challenge (30 seconds) • FLASH MOB (10 minutes) #HRmakeaflash
- 27. POP
- 30. MAGAZINE
- 32. SOCIAL
- 34. TIMELINE August 15th • Private News Release August 20th • Experiential Event at 6 GTA locations • Consumer promo begins • Social August 27th • Magazine October 1st • Consumer Promo ends
- 35. MEASURABILITY
- 36. Tamara Iacobucci Viki Gibbs Rayyan Aidi