Street Gear - Preliminary Concept Brief Presentation
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Re-Briefs back to clients can be tricky. This is a simplified and approved presentation for a lifestyle retailer where I developed the creative strategy for. My team, of two designers are making the shift from doing design-off-the-cuff to strategic marketing, are being led through a new process of "Creative Strategy" This is the marriage of production with creativity and insight. The end result is to produce better, well thought out and pragmatic approaches towards answering, quite often, vague briefs with razorsharp concepts and executional options. This brief in particular takes the biggest independent lifestyle footwear and apparel retailer in to a new dimension. The client briefed us knowing he needed a change and this is how we envisioned it to be. Enjoy and ask questions! :)
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Street Gear - Preliminary Concept Brief Presentation
- 1. THE FUTURE prepared & presented by Maverick 30 September 2011
- 2. Our Credentials We are specialised brand communications experts. With over 45 years combined experience on local and international brands. We have developed brand communication campaigns across a broad spectrum of business and brand categories. Our vision and focus is on creating high value brands, their communications and executing against their business goals. We work in an integrated way, across all media.
- 3. Introduction The Street Gear Client Brief Business Vision To be the market leader in branded fashion. Business Objective To successfully represent our stores in all the major shopping centres in the country as well as being prominent in the CBD of the three major cities. Goals Short Term: To preserve our current market share as well as strive to remain ahead of our competition Long Term: Growth and Expansion (+ 5 years)
- 4. Introduction continued.. Agency Response Brief Our Process We have evaluated Street Gear brief, and have prepared this document as a response in order to develop a plan of approach towards reaching and achieving the business goals as stated by Street Gear. Our Method We have approached the brief from the following ways: What durban lifestyle is about What the competitor overview is Consumer profile Our insight into Street Gear How we perceive the future Our Plan What we are going to do How we are going to do it When we are going to do it Media
- 5. The Success Equation LIFESTYLE CONSUMER COMPETITION CONSUMER PROFILE COMPETITOR PROFILE INSIGHTS + PLAN STREET GEAR OF THE FUTURE
- 6. What this is, and what this is not. This is... A concise brand overview. A concise consumer profile. A concise competitor profile. This is not... A completed brand strategy. A completed brand redesign. A completed brand relaunch plan.
- 7. Durban Lifestyle a slice of what makes this city what it is. UNIT 11 relaxed SPICY CULTURE Vacca Matta SUN JOHNNY’S shisa n’yama REAL SPIGA FLORIDA ROAD FLAVOUR Urban
- 8. Durban Lifestyle a slice of what makes this city what it is.
- 9. Durban People a slice of what makes this city what it is.
- 10. Competitor Landscape A checklist of what makes Street Gear and our competitors destination stores. The following are broad-based criteria which people associate with retailers. Price Range Deals Service Trust Fashion Cool Ginger Bhagwands Sneaker Cartel Brands Unlimited Sport Scene/ Markhams
- 11. Consumer Profile Maxwell is young & energetic, brand conscious, connected and active across all the social media platforms. He has an income and uses it to improve his social status through style and grooming. He has URBAN SWAG swag: appearance, style, or the way he or she presents them selves. He got a killa swag. SOURCE: Urbandictionary.com
- 12. Brand Positioning We would like to explore the Street Gear brand in this new direction. Proposition Street Gear - Get Yours Insight GET = Action YOURS = Identity Like - "Just Do It!" Like - "My Stuff!" It's about going out and Manifesto getting yours!from Street Gear.
- 13. Brand Overview Current reality
- 14. Brand Overview Current Store Layout
- 15. The Future Brand & Store Design Inspiration for Street Gear 2012 MODERN FRESH FUNCTIONAL
- 16. The Future Brand & Store Design Inspiration for Street Gear 2012 BRIGHT FUN ENERGY
- 17. Our Plan We are going to develop a new: Brand identity STEP 1 Brand strategy Flagship store design Marketing plan Media plan How we are going to achieve this: STEP 2 Write and complete a brand identity brief Write and complete a brand strategy brief Write and complete a marketing communications brief
- 18. Our Plan STEP 3 2011 OCTOBER NOVEMBER DECEMBER Corporate Identity Redesign Brief Preproduction Preproduction 3 x Concepts Store Fittings Marketing material 1 Final concept Finalise store changes Point of Sale Produce Corporate Identity (include Store relaunch activation Store design internal) Plan Christmas campaign Production Social Media campaign Store Concept Design Brief (Mid Oct) Christmas Campaign 3 x Concepts Social Media Activation Production 1 x Final concept All marketing collateral Implementation plan for January 2012 Christmas campaign Brand Strategy Brief Comprehensive brand positioning Communications objectives 2012 Mechanics (Media)
- 19. Our Plan STEP 3 2012 JANUARY FEBRUARY MARCH APRIL Production Production Production Production Flagship Store rollout Flagship Store rollout Summer Campaign Action Marketing Social Media Marketing campaign/ Action Marketing Event Marketing campaign/ event Marketing event Action Marketing Action Marketing
- 20. MEDIA PLAN Hybrid print/social media and in-store PRINT TO BE DECIDED GOOGLE FACEBOOK ONLINE TWITTER
- 21. THANK YOU LYNDON WILLIAMS +27 79 585 8317 LYNDON@MAVERICKDESIGN.CO.ZA KAMEEL KALYAN +27 73 178 8744 KAMEEL@MAVERICKDESIGN.CO.ZA YASEEN KHAN +27 83 786 0628 YASEEN@MAVERICKDESIGN.CO.ZA www.maverickdesign.co.za PEDRO CASIMIRO +27 82 411 5678 PEDRO@MAVERICKDESIGN.CO.ZA