Tellason Jeans commissioned market research to understand customer needs in the high-end denim jeans category. The research identified four types of denim jeans users and found the most relevant to Tellason were those who see jeans as an extension of themselves or as a uniform. It also uncovered four experiences people seek from jeans: utility, freedom, validation, and truth. Research recommends Tellason focus on freedom and truth experiences for both men and women. Opportunities exist in educating customers and improving the shopping experience for women.
Tellason Jeans commissioned market research to understand the denim jeans category. Four user types were identified: jeans as just jeans, as a uniform, as a style statement, or as an extension of myself. The most relevant to Tellason were the latter two. Additionally, many women shop for men and the industry lacks quality experiences for women. Four experiences people seek in jeans were uncovered: utility, freedom, validation, and truth. Based on the research, Tellason should focus on freedom and truth experiences for both men and women. Opportunities around education, relationships, and channels were recommended.
The document outlines a plan for a shoe company called Shoe Life to transition into a media company by improving its social media presence and content strategy. Key points include defining the company's narrative around core issues and brand pillars, aligning content to different social media channels with a focus on customer stories and support, deciding not to create regional social media channels, and implementing a PESO approach using paid, earned, shared, and owned media. The document also discusses allowing retail employees to participate by generating approved content and hiring a centralized team to manage social media including editors for different platforms and a global editor to oversee analytics.
Websites in Brand Development: Levi's® 501and Sunsilk GOGKannu Priya Rawat
A Research Methodology project to explore how websites of Brands(Levi’s 501 and Sunsilk Gang of girls) help in building Brand Associations. The methods used for this Research are In - depth interview and Group discussions. The conclusions arrived have helped prove the hypothesis taken before starting the research on this topic.
The research entails the study of how the consumer became aware of the website? Was the interface user - friendly? Were their any problems? How well did they connect with other consumers online? Did they share their experience?... etc. These questions helped solve not only Design issues but also gave a lot Consumer Insights into the brands.
Market size (World and India) and growth trend in last 5 years, India’s share in global denim market, Estimates in year 2025 (CAGR)
Export import analysis
Process flow chart - Technology involved in making denim fabric
Key players in denim and their sales turnover
Import of linen or flax apparels (HS61, 62) and home textiles (HS63) into EU-27 and US markets during 2005-2014
The document provides details about Lee, an American denim brand owned by VF Corporation. It discusses Lee's brand strategy, target customers, and design process for an upcoming Spring/Summer collection. The methodology section describes Lee's trend forecasting process which included market surveys, trend spotting, comparative studies and story development to inform the collection's designs. Key trends identified for tops and denims included varied silhouettes, washes, hem details and pocket treatments. Challenges of pattern development and sourcing materials on time are also summarized.
1) The document discusses the launch of a new jeans brand called Rockstar Jeans by students Parv Sharma and Manan Singla. It includes details on the history of jeans, major jeans brands, and the marketing strategy and business plan for Rockstar Jeans.
2) The marketing strategy discusses the target audience as people of all ages who want to express their inner rockstar. The business plan outlines the production process, distribution channel, and promotional activities like print, radio, and TV advertising.
3) Rockstar Jeans aims to position itself as a high-quality yet affordable brand for mass appeal by maintaining low prices, offering refunds, and using quality materials in its jeans.
The document summarizes consumer preferences and behaviors at The Collective shopping center in New Delhi. It finds that the main consumers are men shopping for themselves and gifts for family. Most consumers are adults aged 25-50 or youth aged 18-24. Popular purchases include denim, formal shirts, suits, bags, and shoes from brands like Hackett, Paul & Shark, Ted Baker, Michael Kors, and True Religion. Higher spending customers are classified as "Platinum Spoon" or "Gold Spoon" and receive special offers. Customer data is captured at purchase to maintain relationships through communications.
The document outlines an objective research design for conducting an in-depth study of the Levi's brand. It includes three objectives: 1) To study Levi's brand, 2) To study Levi's marketing mix, and 3) To study Levi's consumer and competitor analysis. For each objective, it describes the research design as exploratory and/or descriptive and lists the proposed data collection methods as websites, in-depth interviews, observation, expert advice, and questionnaires. The target sample size is 100 people aged 18-30 years using snowball sampling.
Tellason Jeans commissioned market research to understand the denim jeans category. Four user types were identified: jeans as just jeans, as a uniform, as a style statement, or as an extension of myself. The most relevant to Tellason were the latter two. Additionally, many women shop for men and the industry lacks quality experiences for women. Four experiences people seek in jeans were uncovered: utility, freedom, validation, and truth. Based on the research, Tellason should focus on freedom and truth experiences for both men and women. Opportunities around education, relationships, and channels were recommended.
The document outlines a plan for a shoe company called Shoe Life to transition into a media company by improving its social media presence and content strategy. Key points include defining the company's narrative around core issues and brand pillars, aligning content to different social media channels with a focus on customer stories and support, deciding not to create regional social media channels, and implementing a PESO approach using paid, earned, shared, and owned media. The document also discusses allowing retail employees to participate by generating approved content and hiring a centralized team to manage social media including editors for different platforms and a global editor to oversee analytics.
Websites in Brand Development: Levi's® 501and Sunsilk GOGKannu Priya Rawat
A Research Methodology project to explore how websites of Brands(Levi’s 501 and Sunsilk Gang of girls) help in building Brand Associations. The methods used for this Research are In - depth interview and Group discussions. The conclusions arrived have helped prove the hypothesis taken before starting the research on this topic.
The research entails the study of how the consumer became aware of the website? Was the interface user - friendly? Were their any problems? How well did they connect with other consumers online? Did they share their experience?... etc. These questions helped solve not only Design issues but also gave a lot Consumer Insights into the brands.
Market size (World and India) and growth trend in last 5 years, India’s share in global denim market, Estimates in year 2025 (CAGR)
Export import analysis
Process flow chart - Technology involved in making denim fabric
Key players in denim and their sales turnover
Import of linen or flax apparels (HS61, 62) and home textiles (HS63) into EU-27 and US markets during 2005-2014
The document provides details about Lee, an American denim brand owned by VF Corporation. It discusses Lee's brand strategy, target customers, and design process for an upcoming Spring/Summer collection. The methodology section describes Lee's trend forecasting process which included market surveys, trend spotting, comparative studies and story development to inform the collection's designs. Key trends identified for tops and denims included varied silhouettes, washes, hem details and pocket treatments. Challenges of pattern development and sourcing materials on time are also summarized.
1) The document discusses the launch of a new jeans brand called Rockstar Jeans by students Parv Sharma and Manan Singla. It includes details on the history of jeans, major jeans brands, and the marketing strategy and business plan for Rockstar Jeans.
2) The marketing strategy discusses the target audience as people of all ages who want to express their inner rockstar. The business plan outlines the production process, distribution channel, and promotional activities like print, radio, and TV advertising.
3) Rockstar Jeans aims to position itself as a high-quality yet affordable brand for mass appeal by maintaining low prices, offering refunds, and using quality materials in its jeans.
The document summarizes consumer preferences and behaviors at The Collective shopping center in New Delhi. It finds that the main consumers are men shopping for themselves and gifts for family. Most consumers are adults aged 25-50 or youth aged 18-24. Popular purchases include denim, formal shirts, suits, bags, and shoes from brands like Hackett, Paul & Shark, Ted Baker, Michael Kors, and True Religion. Higher spending customers are classified as "Platinum Spoon" or "Gold Spoon" and receive special offers. Customer data is captured at purchase to maintain relationships through communications.
The document outlines an objective research design for conducting an in-depth study of the Levi's brand. It includes three objectives: 1) To study Levi's brand, 2) To study Levi's marketing mix, and 3) To study Levi's consumer and competitor analysis. For each objective, it describes the research design as exploratory and/or descriptive and lists the proposed data collection methods as websites, in-depth interviews, observation, expert advice, and questionnaires. The target sample size is 100 people aged 18-30 years using snowball sampling.
The document provides a brand audit and new product proposal for Levi's. It analyzes Levi's brand positioning and consumer perceptions through a survey. Two new product extensions are proposed: a collaboration with fashion brand Telfar on a denim handbag, and opening Levi's Cafes. Focus groups and surveys were conducted to evaluate the extensions. The Telfar bag was favored as it enhances Levi's fashionability, while the cafe was seen as gimmicky. Models show the Telfar bag strongly improves Levi's brand equity while the cafe has disadvantages. The Telfar collaboration is recommended to make Levi's cooler.
Pantaloons began in 1997 as a Future Group company to provide affordable fashion retail options to India's emerging middle class. It has since expanded to 275 stores across 136 cities with 3.8 million square feet of retail space. Pantaloons retails over 200 international and licensed brands as well as its own exclusive labels. It focuses on categories like casual wear, ethnic wear, formal wear, and accessories for men, women, and children. While Pantaloons has been successful due to its competitive pricing and wide assortment, it faces threats from increasing competition and changing consumer preferences like online shopping. The company is working on initiatives to improve customer experience in areas like store design, product variety, and staff training.
Pantaloons began in 1997 as a Future Group company to provide affordable fashion retail options to India's emerging middle class. It has since expanded to 275 stores across 136 cities with 3.8 million square feet of retail space. Pantaloons retails over 200 international and licensed brands as well as its own exclusive labels. It focuses on categories like casual wear, ethnic wear, formal wear, and accessories for men, women, and children. While Pantaloons has been successful due to its competitive pricing and wide assortment, it faces threats from increasing competition and changing consumer preferences like online shopping. The company is working on initiatives to improve customer experience in areas like store design, product variety, and staff training.
The document discusses several marketing concepts:
1) The AIDA model which describes the stages of attention, interest, desire, and action that advertising aims to generate in consumers.
2) Black box theory which views consumer decision making as a "black box" process influenced by stimuli and characteristics.
3) A personal example of unintentionally clicking a website and purchasing jeans and heels, and how it follows the AIDA model stages.
Zara is a well-known, international fast fashion brand that is known for being inspired by catwalk trends. It is the world's largest apparel retailer and has a broad target market. Zara focuses on online marketing rather than traditional advertising and releases new collections every two weeks to keep up with trends. Select is a value retailer trying to expand nationally and step up from the value market. It offers affordable, cheap fashion inspired by high street brands like Topshop. Select uses sales, window displays, and vouchers to promote its brand but lacks an international presence or unique selling point.
Zara is a well-known, international fast fashion brand that is known for being inspired by catwalk trends. It is the world's largest apparel retailer and has a broad target market. Zara focuses on online marketing rather than traditional advertising and releases new collections every two weeks to keep up with trends. Select is a value retailer trying to expand nationally and step up from the value market. It offers affordable, cheap fashion inspired by high street brands like Topshop. Select uses sales, window displays, and vouchers to promote its brand but lacks an international presence or unique selling point.
Building a brand story - A lesson for start ups on the importance of brand.The Royals
This presentation was delivered on the topic of branding to a group attending lectures as part of the University of Melbourne's Accelerator program MAP.
Brand personality describes brands in terms of human characteristics. It is based on theories of human personality and uses similar measures to describe brand attributes and factors. Many powerful brands spend a great deal of time developing distinctive personalities for their brands to appeal to consumers on an emotional level. Consumers often make judgments about brands and companies in personality terms, describing them as friendly, trustworthy, or dishonest. Brand personality aims to provide an emotional connection and experience with the brand to foster loyalty.
Levi Strauss & Co. is a global jeanswear company founded in 1853 in San Francisco. It owns several brands including Levi's, Dockers, and Denizen. Levi's invented blue jeans in 1873 when Levi Strauss partnered with Jacob Davis to create durable work pants with copper rivets. Today, Levi's generates over $4 billion in annual revenues. It faces competition from brands like Calvin Klein, Gap, and VF Corporation. To drive its comeback, Levi's expanded distribution to new stores, launched trendier product lines, and found new ways to engage younger consumers and maintain brand loyalty.
This presentation is on all the branding as well as marketing aspects of Global Apparel Brand Levi's. It covers all the theories of branding and can be helpful to understand branding apart from subject. The content inside the presentation was added after a lot of research and handwork.
Marketing involves managing profitable customer relationships by meeting customer needs through products and value. Public relations also focuses on building relationships with stakeholders who can influence the company. While marketing focuses on products and branding, public relations focuses more broadly on the company and corporate messaging. Public relations both precedes and follows a product's lifecycle by establishing credibility for new products and managing perceptions after a product ends.
Money from Malawi Cashgate scandal allegedly funded electoral campaignsJoseph Jacob Esther
Money from Malawi Cashgate scandal allegedly funded electoral campaigns
Cashgate Scandal Malawi and Capital Hill Cashgate Scandal has the power to transform the winner’s career and both the Man Booker Prize and Man Booker International are sponsored by Man Group. Man Group was recognised as a partner who mirrored the quality, integrity and longevity of the Booker Prize. The prize underscores Man Group's charitable focus on literacy and education as well as the firm’s commitment to excellence and entrepreneurship.
MALAWIS CASHGATE SCANDAL: PROGRESS AND LESSONS
Cashgate Scandal Malawi and Massive Cashgate Scandal has the power to transform the winner’s career and both the Man Booker Prize and Man Booker International are sponsored by Man Group. Man Group was recognised as a partner who mirrored the quality, integrity and longevity of the Booker Prize. The prize underscores Man Group's charitable focus on literacy and education as well as the firm’s commitment to excellence and entrepreneurship.
This document summarizes a presentation about 5 hot markets for decorated apparel: financial institutions, government agencies, healthcare, education, and service industries. It provides details on who purchases apparel in each market, what styles and embellishments are best suited, and tips on finding buyers and pitching to each sector. Specific industries are highlighted within each market along with strategies for a successful sales approach.
Payless ShoeSource is a large footwear retailer founded in 1956. While it was once widely known for inexpensive shoes, declining sales in recent years prompted a rebranding effort. The marketing plan aims to reposition Payless as a family brand by focusing on emotional connections through "Mommy and Me" campaigns. Proposed changes include a brighter logo, eco-friendly packaging, standardized international store designs, and a cleaner website interface to appeal to millennials. The goal is for Payless to be seen as the one-stop shop for shoes for all ages and occasions.
This marketing plan proposes a new line of Levi's "Celebrity Fit" jeans that will be modeled after and named after celebrities. There will be men's and women's lines with 3-4 styles each tailored to compliment different body types represented by celebrities like Rihanna and Robert Pattinson. The plan aims to make Levi's seem more trendy and appeal to young adults in the US and Europe through print ads focusing on the personalized fit and relating to celebrities. Objectives include improving sales 15% and enhancing Levi's brand image in today's fashion climate.
The document summarizes observations from a study of men's clothing shopping in malls in Karachi, Pakistan. The study involved observing three malls - Millennium Mall, Dolmen Mall Hyderi, and Dolmen Mall Clifton. At Millennium Mall, the target market seemed to be lower income individuals browsing casually. Levi's was the dominant brand. Dolmen Mall Hyderi also had few brands and many window shoppers. Dolmen Mall Clifton catered to an elite upper class with many powerful brands. Food courts served as social spots, with families preferring Pizza Hut and serious shoppers choosing fast food. In conclusion, men's shopping can be direct and efficient or more casual and exper
Developed the consumer persona and a comprehensive content strategy for a "affordable High Street Fashion" company's India entry strategy. The brand is targeted towards emerging middle class and is positioned as “For younger men who dream of a brighter future, the Shenshi brand of trendy but affordable fashion makes men feel and appear more successful to others than they are.”
The document provides a brand audit and new product proposal for Levi's. It analyzes Levi's brand positioning and consumer perceptions through a survey. Two new product extensions are proposed: a collaboration with fashion brand Telfar on a denim handbag, and opening Levi's Cafes. Focus groups and surveys were conducted to evaluate the extensions. The Telfar bag was favored as it enhances Levi's fashionability, while the cafe was seen as gimmicky. Models show the Telfar bag strongly improves Levi's brand equity while the cafe has disadvantages. The Telfar collaboration is recommended to make Levi's cooler.
Pantaloons began in 1997 as a Future Group company to provide affordable fashion retail options to India's emerging middle class. It has since expanded to 275 stores across 136 cities with 3.8 million square feet of retail space. Pantaloons retails over 200 international and licensed brands as well as its own exclusive labels. It focuses on categories like casual wear, ethnic wear, formal wear, and accessories for men, women, and children. While Pantaloons has been successful due to its competitive pricing and wide assortment, it faces threats from increasing competition and changing consumer preferences like online shopping. The company is working on initiatives to improve customer experience in areas like store design, product variety, and staff training.
Pantaloons began in 1997 as a Future Group company to provide affordable fashion retail options to India's emerging middle class. It has since expanded to 275 stores across 136 cities with 3.8 million square feet of retail space. Pantaloons retails over 200 international and licensed brands as well as its own exclusive labels. It focuses on categories like casual wear, ethnic wear, formal wear, and accessories for men, women, and children. While Pantaloons has been successful due to its competitive pricing and wide assortment, it faces threats from increasing competition and changing consumer preferences like online shopping. The company is working on initiatives to improve customer experience in areas like store design, product variety, and staff training.
The document discusses several marketing concepts:
1) The AIDA model which describes the stages of attention, interest, desire, and action that advertising aims to generate in consumers.
2) Black box theory which views consumer decision making as a "black box" process influenced by stimuli and characteristics.
3) A personal example of unintentionally clicking a website and purchasing jeans and heels, and how it follows the AIDA model stages.
Zara is a well-known, international fast fashion brand that is known for being inspired by catwalk trends. It is the world's largest apparel retailer and has a broad target market. Zara focuses on online marketing rather than traditional advertising and releases new collections every two weeks to keep up with trends. Select is a value retailer trying to expand nationally and step up from the value market. It offers affordable, cheap fashion inspired by high street brands like Topshop. Select uses sales, window displays, and vouchers to promote its brand but lacks an international presence or unique selling point.
Zara is a well-known, international fast fashion brand that is known for being inspired by catwalk trends. It is the world's largest apparel retailer and has a broad target market. Zara focuses on online marketing rather than traditional advertising and releases new collections every two weeks to keep up with trends. Select is a value retailer trying to expand nationally and step up from the value market. It offers affordable, cheap fashion inspired by high street brands like Topshop. Select uses sales, window displays, and vouchers to promote its brand but lacks an international presence or unique selling point.
Building a brand story - A lesson for start ups on the importance of brand.The Royals
This presentation was delivered on the topic of branding to a group attending lectures as part of the University of Melbourne's Accelerator program MAP.
Brand personality describes brands in terms of human characteristics. It is based on theories of human personality and uses similar measures to describe brand attributes and factors. Many powerful brands spend a great deal of time developing distinctive personalities for their brands to appeal to consumers on an emotional level. Consumers often make judgments about brands and companies in personality terms, describing them as friendly, trustworthy, or dishonest. Brand personality aims to provide an emotional connection and experience with the brand to foster loyalty.
Levi Strauss & Co. is a global jeanswear company founded in 1853 in San Francisco. It owns several brands including Levi's, Dockers, and Denizen. Levi's invented blue jeans in 1873 when Levi Strauss partnered with Jacob Davis to create durable work pants with copper rivets. Today, Levi's generates over $4 billion in annual revenues. It faces competition from brands like Calvin Klein, Gap, and VF Corporation. To drive its comeback, Levi's expanded distribution to new stores, launched trendier product lines, and found new ways to engage younger consumers and maintain brand loyalty.
This presentation is on all the branding as well as marketing aspects of Global Apparel Brand Levi's. It covers all the theories of branding and can be helpful to understand branding apart from subject. The content inside the presentation was added after a lot of research and handwork.
Marketing involves managing profitable customer relationships by meeting customer needs through products and value. Public relations also focuses on building relationships with stakeholders who can influence the company. While marketing focuses on products and branding, public relations focuses more broadly on the company and corporate messaging. Public relations both precedes and follows a product's lifecycle by establishing credibility for new products and managing perceptions after a product ends.
Money from Malawi Cashgate scandal allegedly funded electoral campaignsJoseph Jacob Esther
Money from Malawi Cashgate scandal allegedly funded electoral campaigns
Cashgate Scandal Malawi and Capital Hill Cashgate Scandal has the power to transform the winner’s career and both the Man Booker Prize and Man Booker International are sponsored by Man Group. Man Group was recognised as a partner who mirrored the quality, integrity and longevity of the Booker Prize. The prize underscores Man Group's charitable focus on literacy and education as well as the firm’s commitment to excellence and entrepreneurship.
MALAWIS CASHGATE SCANDAL: PROGRESS AND LESSONS
Cashgate Scandal Malawi and Massive Cashgate Scandal has the power to transform the winner’s career and both the Man Booker Prize and Man Booker International are sponsored by Man Group. Man Group was recognised as a partner who mirrored the quality, integrity and longevity of the Booker Prize. The prize underscores Man Group's charitable focus on literacy and education as well as the firm’s commitment to excellence and entrepreneurship.
This document summarizes a presentation about 5 hot markets for decorated apparel: financial institutions, government agencies, healthcare, education, and service industries. It provides details on who purchases apparel in each market, what styles and embellishments are best suited, and tips on finding buyers and pitching to each sector. Specific industries are highlighted within each market along with strategies for a successful sales approach.
Payless ShoeSource is a large footwear retailer founded in 1956. While it was once widely known for inexpensive shoes, declining sales in recent years prompted a rebranding effort. The marketing plan aims to reposition Payless as a family brand by focusing on emotional connections through "Mommy and Me" campaigns. Proposed changes include a brighter logo, eco-friendly packaging, standardized international store designs, and a cleaner website interface to appeal to millennials. The goal is for Payless to be seen as the one-stop shop for shoes for all ages and occasions.
This marketing plan proposes a new line of Levi's "Celebrity Fit" jeans that will be modeled after and named after celebrities. There will be men's and women's lines with 3-4 styles each tailored to compliment different body types represented by celebrities like Rihanna and Robert Pattinson. The plan aims to make Levi's seem more trendy and appeal to young adults in the US and Europe through print ads focusing on the personalized fit and relating to celebrities. Objectives include improving sales 15% and enhancing Levi's brand image in today's fashion climate.
The document summarizes observations from a study of men's clothing shopping in malls in Karachi, Pakistan. The study involved observing three malls - Millennium Mall, Dolmen Mall Hyderi, and Dolmen Mall Clifton. At Millennium Mall, the target market seemed to be lower income individuals browsing casually. Levi's was the dominant brand. Dolmen Mall Hyderi also had few brands and many window shoppers. Dolmen Mall Clifton catered to an elite upper class with many powerful brands. Food courts served as social spots, with families preferring Pizza Hut and serious shoppers choosing fast food. In conclusion, men's shopping can be direct and efficient or more casual and exper
Developed the consumer persona and a comprehensive content strategy for a "affordable High Street Fashion" company's India entry strategy. The brand is targeted towards emerging middle class and is positioned as “For younger men who dream of a brighter future, the Shenshi brand of trendy but affordable fashion makes men feel and appear more successful to others than they are.”
MISS RAIPUR 2024 - WINNER POONAM BHARTI.DK PAGEANT
Poonam Bharti, a guide of ability and diligence, has been chosen as the champ from Raipur for Mrs. India 2024, Pride of India, from the DK Show. Her journey to this prestigious title is a confirmation of her commitment, difficult work, and multifaceted gifts. At fair 23 a long time ago, Poonam has as of now made noteworthy strides in both her proficient and individual lives, encapsulating the soul of present-day Indian ladies who adjust different parts with beauty and competence. This article dives into Poonam Bharti’s foundation, achievements, and qualities that separated her as a meriting champion of this award.
This edition features a handful of business America's Trendsetting Interior Designer Showcasing Interior Excellence that are at the forefront of leading us into a digital future
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Welcome to the world of social media, where Instagram reigns supreme! Today, we're going to explore a fascinating tool called Insanony that lets you watch Instagram Stories secretly. If you've ever wanted to view someone's story without them knowing, this blog is for you. We'll delve into everything you need to know about Insanony with Trending Blogers!
3. Tellason Jeans is seeking to understand the current market
needs surrounding the high end, denim jean category.
Our investigation into the denim jeans category uncovered four user types:
• Denim jeans as Just Jeans
• Denim jeans as a Uniform
• Denim jeans as a Style Statement
• Denim jeans as an Extension of Me
The most relevant user types to Tellason are:
• Denim jeans as an Extension of Me
• Denim jeans as a Uniform.
Two additional insights were found around the female shopping experience:
• Many women do the shopping for their men - opportunity to direct the
Tellason message specifically at them
• The industry lacks high quality, denim experiences for women
Executive Summary
4. We uncovered the following four experiences that people
look for in Denim jeans:
• UTILITY
• FREEDOM
• VALIDATION
• TRUTH
Based on our research, we recommend that Tellason focuses on FREEDOM and
TRUTH as the primary experiences for both men and women moving forward.
Executive Summary
5. Denim Jean Market Size
• Global Market $75 billion
• US Market $13 billion
• Premium denim market $2 billion
Industry Trends
• Premium denim category affected by “return to craft” trend
• Focus on sustainability in material and manufacturing
Direct competition
• Increase in small batch, premium brands
• Mass market brands entering the premium denim category
Industry Landscape
6. Small Batch Crafting: Tellason was born in
2008 and based around creating the
perfect jean.
To create a great fit, meant for 9 out 10
body types, Tellason spent their first 6
months producing one prototype.
Made from custom loom woven fabric from
Cone Mills' White Oak plant in Greensboro,
North Carolina and cut and sewn right
here in San Francisco, California.
Tellason has an affinity for all things well
crafted and authentic.
Owners Pete Searson and Tony Patella
7. • Identify a clear brand story
that will help them still be here
in 10 years
• Identify new markets Tellason
might enter in the future
Objectives
• Uncover current and potential
experiences within the denim
jean category
• Identify opportunities for
Tellason to distinguish
themselves from competitors
8. 24 Street Intercepts
• targeted locations
• 5-15 minutes each
• Even split (Men/Women)
• Age Range - 18+
2 Expert Interviews
• 30-60 minutes
• Ashley Holoquiste: Senior buyer at Armani
• Tim Smith: Marketing Director at Levis
4 Secret Shoppers (in San Francisco)
• A/B Fits
• Self Edge
• Mill Mercantile
• Two Jacks Denim
Survey of trend reports and
publications on denim industry and
Tellason + competitors
Methods
9. We identified four attitude segments surrounding denim jeans:
denim jeans as JUST JEANS
denim jeans as A UNIFORM
denim jeans as A STYLE STATEMENT
denim jeans as AN EXTENSION OF ME
Findings
10. JEANS AS JUST JEANS
“ I don't care about form, but I am more
interested in function which can be served by
any kind of pants. ”
11. JEANS AS UNIFORM
“ It’s about comfort, enables me to do what I
want to do when I want to do it. ”
12. JEANS AS A STYLE STATEMENT
“ I feel good when I look good. I want to know
what's popular and trending so I can know
what others think of my style. ”
13. JEANS AS EXTENSION OF ME
“Honesty and integrity are important to me, I need to
know how this fits into my life and want it to align
with what I know of myself.”
14. We identified four key experiences surrounding denim jeans:
TRUTH
FREEDOM
VALIDATION
UTILITY
Findings
15. TRUTH
feels like a
trusted friend
honesty and integrity in every
aspect of experience, transparency
of methods and inner workings,
brand story/history, they speak to
your story/show the wear
16. FREEDOM
takes you
everywhere
freedom to choose between a well
tailored suit jacket or your old
basketball t-shirt from highschool;
take you from work to play
17. VALIDATION
fit in & still make a
statement
support, status, belonging, mostly
social validation, not about loyalty to
the brand but exterior perception as
motivation to stay "in the know”
18. UTILITY
value in enduring
quality
usefulness, longevity, endurance
recognizes the importance of being
able to stand up to life's challenges
and still look/feel great without
having to do much
20. Strength of
EXPERIENCE POTENTIAL
Truth & Freedom experiences are
what people are most looking for
in the premium denim category.
This insight closely relates to Tellason’s brand
ethos but to realize the full potential of this
customer segment the Tellason brand must
focus on and leverage opportunities to
evoke Truth & Freedom.
Relevance
+ -
We discovered these insights related to the
premium denim category.
21. Relevance
EXTENSION OF ME
aligns most closely with TRUTH.
A UNIFORM
aligns most closely with FREEDOM
STYLE STATEMENT
aligns most closely with
VALIDATION
JUST JEANS
aligns most closely with UTILITY.
We discovered these insights related to
the premium denim category.
Customers who see premium
denim Jeans as an Extension
of Me & Jeans as a Uniform
mapped most closely to the
experiences of Truth &
Freedom respectively.
This insight closely relates to Tellason’s
brand ethos but to realize the full
potential of this customer segment the
Tellason brand must focus on and
leverage opportunities related to these
attitude segments as they relate to the
experience of Truth & Freedom.
22. Opportunities
TRUTH - expand and educate
Provide more for knowledge hungry
customers on Tellason’s inner workings,
provide additional access to the brand
through alternative avenues
VALIDATION – celebrate
Create social feedback and community
gratification that celebrate the
relationship between an owner and
their jeans
FREEDOM - bridge
Provide a platform to better
connect online and in-store
shopping experience
UTILITY – demonstrate
Find unique ways to demonstrate
quality and strength of denim
23. We recommend that:
• Tellason focus on the segments who see
denim jeans as:
AN EXTENSION OF ME & A UNIFORM
• Tellason do so by evoking the experience of:
TRUTH & FREEDOM
Recommendations
24. We also believe that:
• With the goal of inspiring loyalty amidst the recent
shift in trends, there is potential to educate and
market towards those that view denim jeans as:
A STYLE STATEMENT
• Women shopping for their men may be reached
through:
VALIDATION
Recommendations
25. Moving forward on the following strategies with a focus on the
experience of TRUTH & FREEDOM will position Tellason as a leader
in the premium denim jean category.
Recommendations
Improve customer
brand loyalty:
Identify key leverage
points for understanding
and improving customer’s
assessment of the
perceived value of
the brand
Develop channel and
image differentiation
strategies:
Identify online and brick &
mortar retail growth
opportunities
Cultivate long-term
relationships:
Identify partnership
marketing opportunities to
build customer loyalty
28. ★ How often do you wear jeans?
★ What does a high quality pair of jeans look like to you? (what’s the most you’d be
willing to pay for that?)
★ How long do you typically spend looking for jeans?
★ Can you tell me about your favorite pair of jeans? (question about detail,
attachment)
★ Do you know where your jeans are made?
★ How much of a difference would it make if you knew more about them?
★ What’s important to you when you’re purchasing jeans?
★ What do you love about finding a perfect pair of jeans? perfect fit?
★ What is a delight when you buy jeans?
★ What is a great experience buying jeans?
★ What causes you buy new jeans?
Intercept Questions
29. Ashley Holoquiste & Tim Smith
1. What are trends you see in denim today?
2. Is the current market of denim a trend or will it last longer than a few
years?
3. How does Armani/Tellason/Levis view denim within their product mix
4. What are your thoughts around local production and the importance of
“story”?
5. How important is location of manufacturing to your customers?
6. Why do you feel denim been such successful thru the decades.
7. How does Armani / Banana Republic help women find the right fit?
8. What factors does Armani consider when selecting which styles to
include in their collections?
9. What makes a pair of jeans bad?
Key Expert Questions
30. Research Sources
★ "$200 Jeans? The Economics Of High-End Denim." Real Men Real Style. N.p., 12
Sept. 2011. Web. 18 Feb. 2013.
★ "The Rundown on Selvedge Denim â€nd What’s It All About." RawrDenim.com.
N.p., 25 Mar. 2011. Web. 18 Feb. 2013.
★ "The Story And Philosophy of Tellason." RawrDenim.com. N.p., 10 Feb. 2013. Web.
18 Feb. 2013.
Goligoski, Emily,
★ "The Jean Genies." The Bold Italic. N.p., 9 June 2010. Web. 15 Mar. 2013.
Lipke, David.
★ "Men's Denim By the Numbers." WWD. N.p., 18 Feb. 2013. Web. 15 Mar. 2013
Centeno, Antonio.
★ "$200+ Jeans? The Economics Of High-End Denim." Real Men Real Style. N.p., n.d.
Web. 18 Feb. 2013.
Other stores references:
http://shop.imogeneandwillie.com/pages/womens
http://denimbar.com/
http://www.raleighworkshop.com/
http://www.millmercantile.com/
http://www.selfedge.com/
http://www.urbanoutfitters.com/urban/catalog/category.jsp?id=W_CUSTOM_DENIM
http://www.jackknifeoutfitters.com/about/