The document proposes that H&M launch a line of basketball sneakers to reinvigorate the brand and increase sales in the US. It recommends partnering with designer Alexander Wang to create the $50 sneaker line made of organic cotton. The target audience is fashion-savvy 18-24 year olds who look to basketball players as trendsetters. To promote the line, H&M will use a dedicated website, online film with basketball players, pop-up shops, a runway show in stores livestreamed on YouTube, and influencer marketing. The goals are to sell 1 million pairs of sneakers and increase clothing sales by 20% through renewed brand awareness and word-of-mouth promotion.
Why do you want culture driving your sports brand 05.10.13Josh Muirhead
Being remembered isn't easy – but it’s critical in the highly competitive world of sports
… and it’s the only way to become remarkable
This deck gives you four concepts to embrace culture within your organization, focusing on the sports industry.
We were tasked with creating a strategic communications plan for a struggling brand. Through this presentation we created a new brand image and identified how we would use that to achieve the organization's objectives.
Why do you want culture driving your sports brand 05.10.13Josh Muirhead
Being remembered isn't easy – but it’s critical in the highly competitive world of sports
… and it’s the only way to become remarkable
This deck gives you four concepts to embrace culture within your organization, focusing on the sports industry.
We were tasked with creating a strategic communications plan for a struggling brand. Through this presentation we created a new brand image and identified how we would use that to achieve the organization's objectives.
How Streetwear Clothing Brands Are Influencing High Fashion Runways.pptxCuzyT
Cuzy T is a premium online retailer that offers some of the best urban streetwear clothing brands. The website's user-friendly interface and extensive collection for people.
The Presentation presents a brief snapshot of the current status of the fashion industry in India, its future-with a prime focus on Techology, and its demands from young professionals.
The Ultimate Streetwear Career Guide: A step-by-step guide to turn your passi...Rob Kingyens
The Ultimate Streetwear Career Guide
A step-by-step guide to turn your passion for streetwear into a career.
Streetwear, a counter-culture-filled fashion phenomenon, draws inspiration from subcultures including hip hop, skateboarding, surfing, and graffiti. Once seen as “this season’s trend,” its emergence and growth have formed into a category of its own — sneakers, graphic T-shirts, hoodies, fashion accessories, and home goods. Bypassing traditional retail channels through direct-to-consumer strategies and a resale economy, streetwear has proved its viability as a lifestyle with a global streetwear market estimated at $185 billion in sales. While many want to enter the streetwear industry as an apparel designer, graphic designer, or their own brand owner, it takes an array of departments and positions to develop a streetwear collection. What are they and how do you get started in your streetwear career?
To help you determine and achieve your career goals, we have created this comprehensive guide. Yellowbrick’s The Ultimate Streetwear Career Guide is your source to discover careers and learn entry points into the streetwear industry. In this guide, you can begin to explore the streetwear jobs that drive the streetwear industry, then search for your perfect career by area of interest, skills, companies, or industry experts.
Learn about your skills and interests, and articulate them confidently to identify career options that you might want to pursue. Then, implement a successful strategy to attain your desired career outcomes.
In this guide you’ll find the following information:
• Overview of The Streetwear Industry
• Future of Work within Streetwear
• Streetwear Career Library
• Career Planning Strategy to get into The Streetwear Industry
You’ll also find simple exercises that help you:
• form a career planning strategy to get into the streetwear industry
• find your passion in streetwear and identify an area of interest to pursue
• learn the streetwear industry through top brands and its key players
• identify your skills and match them to an area of interest in streetwear
This guide will help you to start planning your career in streetwear by understanding the opportunities available and the skills you need to succeed.
For style enthusiasts, work in fashion may be the perfect job; a chance to influence culture and change the way in which a country dresses during the day and night. Read onto see that branch from the fashion industry may be right for you personally.
Competitive Analysis
Company Highlights
Direct Competitors:
Company Highlights
Lovers and Friends
Raissa Gerona, and Mitch
Moseley launched the fashion
brand, Lovers and Friends, in
2010. Since then, the brand
has become a blogger
favorite. The brand prides itself
in its origins, and strives to
create content and product
that reflect it.
Competitive Advantage:
Lovers and Friends’
competitive advantage is
attached to the fact that they
are very much connected to
their L.A. origins. This pride,
which reflects in their brands’
image as a whole, has allowed
them to attract and develop
an L.A.-loving cult that is
devoted to sporting their
goods.
Shrimps
Shrimps is a fashion label
created by London-based
designer, Hannah Weiland. It
was launched in 2013, and has
grown immensely since then.
Originally gaining widespread
recognition as a result of the
faux fur coat, the label has
now also become
distinguished for its
accessories.
Competitive Advantage:
Shrimps’ competitive
advantage is the fact that it
has become known for leading
the conversation on
cruelty-free fashion. As a
result of this, they have gained
a niche and special market
that only they can cater to.
Indirect Competitors:
Company Highlights
Nasty Gal
Nasty Gal was founded in
2006 by Sophia Amoruso in
San Francisco, California. It is
an L.A. based brand that
began by selling vintage
pieces on Ebay, and thirteen
years later has grown into an
appealing fashion brand
directed at young adults; it
now sells clothing, shoes, and
accessories under its own
label.
Competitive Advantage:
Nasty Gal’s competitive
advantage lies in the fact that
it was founded by a person
whose story has inspired its
customers, and which has
created a loyal and special
following for the brand.
Asos
Asos is a British online fashion
retailer. The company was
founded in June of 2000, and
is directed at young adult
consumers. The brand sells its
own line of goods, and also
carries other brands.
Competitive Advantage:
Asos has a competitive
advantage in that it provides
the customer with various
options in regards to brands
and styles. Not only that, but
the brand is inclusive of all
shapes and sizes, and makes it
evident through their website
and content.
Market Information
Shrimps
Target Market:
★ Ages 25-45
★ Includes various ethnicities
★ Mature female professionals
★ Income: $90,000-$120,000
★ Location: City
★ Lead a sophisticated, luxurious lifestyle
★ Aware of the impact of their purchases
Direct Competitors:
Market Information
Market Share:
Since its emergence in 2013, it is evident that Shrimps has gained
immense market share, and continues to do so. This is evident
through the brand’s faux fur specialty, which has created a unique
set of customers for the brand that only they appeal to.
Marketing Strategy:
As for their marketing strategy, like other newer brands, it seems t.
Competitive Analysis
Company Highlights
Direct Competitors:
Company Highlights
Lovers and Friends
Raissa Gerona, and Mitch
Moseley launched the fashion
brand, Lovers and Friends, in
2010. Since then, the brand
has become a blogger
favorite. The brand prides itself
in its origins, and strives to
create content and product
that reflect it.
Competitive Advantage:
Lovers and Friends’
competitive advantage is
attached to the fact that they
are very much connected to
their L.A. origins. This pride,
which reflects in their brands’
image as a whole, has allowed
them to attract and develop
an L.A.-loving cult that is
devoted to sporting their
goods.
Shrimps
Shrimps is a fashion label
created by London-based
designer, Hannah Weiland. It
was launched in 2013, and has
grown immensely since then.
Originally gaining widespread
recognition as a result of the
faux fur coat, the label has
now also become
distinguished for its
accessories.
Competitive Advantage:
Shrimps’ competitive
advantage is the fact that it
has become known for leading
the conversation on
cruelty-free fashion. As a
result of this, they have gained
a niche and special market
that only they can cater to.
Indirect Competitors:
Company Highlights
Nasty Gal
Nasty Gal was founded in
2006 by Sophia Amoruso in
San Francisco, California. It is
an L.A. based brand that
began by selling vintage
pieces on Ebay, and thirteen
years later has grown into an
appealing fashion brand
directed at young adults; it
now sells clothing, shoes, and
accessories under its own
label.
Competitive Advantage:
Nasty Gal’s competitive
advantage lies in the fact that
it was founded by a person
whose story has inspired its
customers, and which has
created a loyal and special
following for the brand.
Asos
Asos is a British online fashion
retailer. The company was
founded in June of 2000, and
is directed at young adult
consumers. The brand sells its
own line of goods, and also
carries other brands.
Competitive Advantage:
Asos has a competitive
advantage in that it provides
the customer with various
options in regards to brands
and styles. Not only that, but
the brand is inclusive of all
shapes and sizes, and makes it
evident through their website
and content.
Market Information
Shrimps
Target Market:
★ Ages 25-45
★ Includes various ethnicities
★ Mature female professionals
★ Income: $90,000-$120,000
★ Location: City
★ Lead a sophisticated, luxurious lifestyle
★ Aware of the impact of their purchases
Direct Competitors:
Market Information
Market Share:
Since its emergence in 2013, it is evident that Shrimps has gained
immense market share, and continues to do so. This is evident
through the brand’s faux fur specialty, which has created a unique
set of customers for the brand that only they appeal to.
Marketing Strategy:
As for their marketing strategy, like other newer brands, it seems t ...
Body of knowledge matrix important guidelines· Each knowledge a.docxAASTHA76
Body of knowledge matrix important guidelines:
· Each knowledge area is associated with logistics and supply chain management. For example, sustainability can have different meanings in different areas of research, whereas logistics network or supply chain refers to environmental impact, waste costs, etc. (for an artifact on inventory management, the student can insert X in the operational and/ or tactical columns and should submit a document/ artifact to support that.
· Minimum of 10 artifacts and 15 summaries (each summary associated with a unique cell in the body of knowledge matrix)
· An artifact can be assigned to more one knowledge as long as it can be justify: a separate summary for each knowledge area association will be required. For example, an artifact on collaborative supply chains that also includes discussion on inventory management can be assigned to both collaborative supply chain management and inventory management.
· An artifact should be directly related to the knowledge area. For example, an artifact on collaborative supply chains, which may have a mention of inventory management but doesn’t include detailed discussion on inventory management, is not applicable for inventory management.
Each artifact summary utilizes the following grading criteria:
· Quality and depth of content
· Organization of the report
· Overall format, i.e., typed, use of page numbers, title page, table of contents, appropriate labels on figures and tables, etc.
· Correct grammar and evidence of proofing, i.e., no spelling errors.
· Variety and documentation of references used. Format for citations and references must follow APA guidelines.
INTRODUCTION TO MARKETING (MKT333)
Converse Case Study
Converse dominated the basketball court for more than 40 years. The first U.S. Olympic basketball team wore them, Dr. J made them famous in the NBA. Punk rocker Joey Ramone made them standard issue for cult musicians. Today, a broad range of consumers, from the nerdiest of high school students to A-list celebrities, claim them as their own. What are they? Converse All Starts – more specifically, the famous Chuck Taylor All Stars known throughout the world as Cons, Connies, Convics, Verses, Chuckers, Chuckies, Chucks, to name a few.
The “cool quotient” of the iconic Converse brand is unquestionable. How has the brand maintained its status decade after decade? The answer is: by doing nothing. This may seem an oversimplification but the folks who run Converse brand understand that in order to provide a meaningful customer experience, you have to just stand back and leave customers alone!
Converse was founded in 1908 and introduced the canvas high-top sneaker in 1917. From the 1930s through the 1960s the Converse All Stars were the shoes to wear, even though they only came in the basic black and white until 1969. At that time, about 80% of all basketball players wore Converse.
The sneaker market began to explode in the 1970s and 1980s. Athletic shoe ...
2. BACKGROUND
12 years is an eternity in fashion.
That’s the age of H&M in the U.S.
When H&M first entered the U.S. market, its newness helped
create its cool.
It owned fast fashion, for its pace of bringing designer copies
to market at an affordable price.
Fashionable shoppers always look to the new.
How could we reintroduce old H&M to consumers so that it is
once again new and cool?
3. CORE OBJECTIVE OF
THE RFP
Reinvigorate H&M through the brand extension of a line of
basketball sneakers
Increase sales for H&M
Specifically sell 1 million basketball sneakers in 2013
4. REASONS
U.S. clothing sales have been flat for years (Source: Google
Trends)
Global footwear market to reach US $195.6 billion by 2015
(Source: GIA) = sales opportunity
Sneakers are popular due to a focus on an active lifestyle.
Fashion designers create comfortable sneakers, e.g. Isabel
Marant’s popular wedge sneakers.
At recent fashion shows and Fashion Weeks, fashionistas
wore cool sneakers to match their outfits. (Source:
dnainfo.com/newyork/20120910)
6. BASKETBALL?! YES!
Basketball players are now trendsetters and style makers in
the U.S.
They’re looked up to by the public.
They’re cool.
They combine street style and hipness,
H&M’s and our customers’ core values.
7. WHAT DO WE WANT
TO COMMUNICATE?
H&M creates fashion.
In the past, we copied designer looks and remade them at an
affordable price.
Our competitors American Eagle, GAP, Top Shop, Uniqlo and
Zara also do that.
We’re ahead of them in recognizing that our customers wear
fashionable sneakers.
We’re creating our own line of basketball sneakers.
In partnership with hip designer Alexander Wang, 23, we
have a line called H&M Basketball.
The sneakers will cost $50 and be made of organic cotton.
8. WHAT DO WE WANT
TO COMMUNICATE?
We’ll use organic cotton since it is a brand value. Since 2010,
H&M is the No. 1 user of organic cotton worldwide.
The new line reflects one of our values, an entrepreneurial
spirit. (hm.com)
It will initially have a limited supply, since that creates
exclusivity.
We will build on our partnerships with up and coming
designers by working with Alexander Wang.
9. WHO ARE WE
TALKING TO?
Fashion savvy 18-24 year olds M/F
They know all the newest designers.
They know what fashion is hot and what’s not.
They love new art, film and music.
They know trends and start them.
They are aspiring fashion designers.
They wouldn’t be caught dead in last month’s look.
They wear fashionable sneakers.
They wear Adidas Originals, Converse, Lacoste, New
Balance, Nike, Puma (sneakers), TOMS and oxford shoes.
10. WHO ARE WE
TALKING TO?
They know that basketball players like LeBron James and
Dwyane Wade have stylists.
They know that players started N.B.A. trends, like wearing
geek chic glasses (WSJ.com, 6/14/12).
They look to basketball players as tastemakers, and will
follow them.
They know that Christian Louboutin, Lanvin, Louis Vuitton
and Versace make sneakers.
Converse partnered with Missoni for limited edition sneakers.
It’s natural for street style H&M to align with street style
basketball.
12. HOW WILL WE
COMMUNICATE?
Let our customers promote our brand.
Interact with it by designing their own sneakers on a
dedicated site, hmbasketball.com.
The best design wins an internship with Alexander Wang.
Inspired by Uniqlo Jump, H&M will present an online film with
pro basketball players dressed fashionably, wearing our
sneakers and shooting hoops.
They will donate their fees to our charity with UNICEF All for
Children.
The film will be distributed to street style fashion bloggers,
like The Sartorialist, StreetPeeper and Hanneli.
13. HOW WILL WE
COMMUNICATE?
A pop-up shop will be created for the sneakers. Clothes will
be displayed with the sneakers, for outfit inspiration, but the
focus will be on the sneakers.
Pop-ups emphasize limited quantity, which is a cachet for
fashion brands. They translate to fashion exclusivity, which
is desired by our target.
Celebrities whose style is similar to H&M’s will make
appearances. They will be from the worlds of art, film and
music. Possible stars are Chor Boogie, Zooey Deschanel,
Joseph Gordon-Levitt, Ellie Goulding, Pink and Swedish
House Mafia.
Promote on our Instagram. Visitors will share photos on
Instagram and with their friends.
14. HOW WILL WE
COMMUNICATE?
Our customers follow runways on YouTube, so let’s make our
own.
It includes models and basketball players in the H&M store
and will be shown live on YouTube.
Viewers online could vote on their favorite sneakers, and
share the runway with their social networks.
While watching the runway, viewers could purchase sneakers
online by being directed to the H&M site.
15. WHERE WILL WE
COMMUNICATE?
Budget: $3 million
H&M basketball site
Hoops film
Pop-up shop
Runway in store
Fashion magazine ads
Banner ads
Instagram
Twitter
Facebook
16. COMMS STRATEGY
AWARENESS INTERACTION PURCHASE
HMBasketball.com Pop-Up shop Store runway
Blogger outreach Instagram Live online runway
Design your sneaker Twitter Banner ads
Basketball film Facebook Website
Magazine ads Earned media
17. HOW WILL WE
MEASURE SUCCESS?
1 million pair of sneakers sold
Increased clothing sales of 20% online and in store
Increased word of mouth
Increased brand awareness
250,000 YouTube runway views