MAGAZINE NIKE X DAVID SHRIGELY
Avery Davis A tutorial by Avery Davis on how to mix and match prints like a seasoned pro.
SS 06/11 JUNE 2022
C O N T E N T S
03 06 12 INTRODUCTION OF THE BRAND
Introduce Nike company, including what products they sell,how brand influence to the world
INTRODUCTION OF THE ARTIST
Introduce artist David Shrigely, including his growing background, his painting style, and what make his work so special
INTRODUCTION OF THE COLLABORATION PROJECT introduce Nike and David Shrigely collaboration products, also include their marketing mix and strategic marketing plan
PAGE 1 | BACKPACK
INTRODUCTION OF NIKE Nike is an American multinational corporation that is engaged in the design, development and worldwide marketing and selling of footwear, apparel, equipment, accessories and services. It is one of the world's largest suppliers of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$24.1 billion in its fiscal year 2012. 03
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INTRODUCTION OF ARTIST DAVID SHRIGLEY David Shrigley was born in Macclesfield in 1968 and studied at Glasgow School of Art. He has worked as a sculptor, photographer and 'environment artist' and, most famously, as a cartoonist and illustrator,who is good at using the simple lines to depict the absurd and ironic daily life, although his work is quiet simple and easy to draw, but for him, ideas is more important than the skills.
David Shrigley exhibition 2016 @ David Shrigley
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INTRODUCTION OF COLLABORATION PRODUCTS
SHOES Since David Shrigley was known for animals , daily life objects painting with ironic words, so I put some animals with "I hate human" words on the bottom of the shoes to mock the person who don't care for the animals and the environment, and as the tip of the shoes design I put David's initials to represent the limited collaboration between Nike and David Shrigely
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NIKE X DAVID SHRIGLEY
T-SHIRT To attract my target group Gen Z, at the front side of the tshirt I put all of David's paintings together to create the vintage and street style looking, and as the back side of the t-shirt I put David's name to represent the brand collaboration. The price of the products is $4000 and $4500 NT dollars respectively.
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NIKE X DAVID SHRIGLEY
AGE
GENDER
18-34 years old, especially Gen Z
Both male and female
GEOGRAPHIC
INCOME
Whole world, especially Asia, Taiwan
Middle to high disposable income, average $30,000 to $90,000
TARGET CUSTOMER EDUCATION
OCCUPATION
Above college
Work in fashion and art industry, athletes
LIFESTYLE Fashionable individuals that consider physical activity as part of their lifestyle, enjoy exercise, who is care for the environment 10
BUYING BEHAVIOR Who is interested in street style sneakers, also who is prefer to buy sustainable products
NIKE X DAVID SHRIGLEY
David Shrigley painting 2019 @ David Shrigley
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BRAND POSITING
HOME & LIVING
NIKE X DAVID SHRIGLEY
Nike collection t-shirt 2019 @ Nike Company
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4PS
PRODUCT
PRICE
Nike X David Shrigley collaboration shoes and Tshirt with sustainable material
$3500-5500 NT
PLACE
PROMOTION
Physical store Pop-up store in Xinyi district Online store
Advertising, influncer, celebrities, social media, sales promotion, music vedio, pop up store
Nike collection lookbook 2019 @ Nike Company
NIKE X DAVID SHRIGLEY
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STRATEGIC MARKETING PLAN
SUSTAINABLE MATERIALS Shoes and t-shirt are labeled as a sustainable material which apparel contains at least 50% recycled content, such as organic and recycled cotton, while shoes contain 20% recycled nylon and recycled polyester, both new recycled materials reduced carbon emissions up to 50% compared to the original one.
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NIKE X DAVID SHRIGLEY
CELEBRITIES
To attract Taiwan target customer, I will invite Taiwanese signer, KOL/model, 9m88 and Dizzy Tsai to promote Nike and David Shrigley collection, their personal images will help create a vibrant and street style vibe for the brand
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NIKE X DAVID SHRIGLEY
SOCIAL MEDIA Influencer Influencer collaborations are a perfect opportunity to promote a new product launch on social media. The influencer’s task is to introduce the new product to wider audiences, share the fresh content and post it, but the most important is choosing the right influencers, because they are aim to show the authentically of the products, if consumers can spot inauthentic content from it, which may affect the brand's reputation.
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POP UP STORE
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INSPIRATION The exterior design of the pop up store is Nike X David Shrigley logo with light brown background, which is simple but stylish, in the interior design there is a counter in the middle of the store to provide customized services for customers, around of the counter I will put the products, so that people who go inside the store can clearly see our products and buy it.
STYLE STREET STYLE
PLACE XINYI DISTRICT
NIKE X DAVID SHRIGLEY
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NIKE X DAVID SHRIGLEY
CUSTOMIZED SERVICE
As long as you spend over six thousand dollars, pop up store will provide free customized service, you can choose any small pattern which drawn by David Shrigley to print on your shoes or t-shirt, this kind of marketing strategy will attract more customer to visit the store and buy the products
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SWOT ANALYSIS
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STRENGTHS Strong brand awareness Huge customer base Aimed for sustainability Low manufacturing cost Customized service Stylish design Global reach
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W
WEAKNESSES
Poor labor conditions in foreign countries lawsuits Dependency on US market Focus on footwear
NIKE X DAVID SHRIGLEY
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O
T
Innovation products New markets Consumer direct strategy Collaborate with another brand to expand potential customer
Increasing competition Impact of pandemic Government regulation Economic uncertainty Counterfeit product
OPPORTUNITIES
THREATS
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