2017
BRAND OBJECTIVE Re-Introduce the Le Tigre brand into new product categories and distribution through a 4 phase distribution strategy. Utilize the heritage of the Le Tigre brand to create a lifestyle product platform & drive innovation, style & urban sport. Drive the essence of lifestyle to transition the brand beyond the traditional polo and into specialty markets & categories. Design and develop exclusive collaborations and capsule collections to build awareness and create demand.
MISSION STATEMENT
Le Tigre is reinventing everyday style for the modern active lifestyle while making everyday a little more colorful & a lot more adventurous.
WE DON’T DELIVER PRODUCTS – WE DELIVER ATTITUDE.
More than a look, Le Tigre’s challenge to traditional style is a protest against the norm. Sporting Le Tigre is a promise that every time you suit up you’re making your own statement. Bold colors, distinctive prints, performance looks, and innovative design invigorate out preppy heritage on and off the court of play.
WITH LE TIGRE, YOU SHOW YOUR TRUE STRIPES.
1990’s
1997 Le Tigre launches as a playful, irreverent, lifestyle sportswear brand. Focused on the classic polo shirt with a signature twist.
1980’s Le Tigre sales reach $250M. The brand delivers a unique look as everyday casual becomes the norm for work and play. Celebrities from Tom Hanks to Wilt Chamberlain to LL Cool J are seen wearing the tiger.
HISTORY
The brand continues to deliver new styles but is relatively dormant.
2003
2007
Le Tigre, purchased by Ryan O’Sullivan, brings on Nesi Apparel Group to manage the brand.
Sold in 800 stores including Macy’s, Lord & Taylor, and Nordstrom. Acquired by Kenneth Cole.
2016 Leverage Le Tigre’s unique heritage to bring an active and authentic twist to sportswear that is versatile, international, and modern.
2008
2004
JCP rolls out Le Tigre Junior collection for fall. Launches in Japan with Itochu.
Launches Men’s and Women’s products at Urban Outfitters as part of the brand revitalization.
2009 2006 O’Sullivan brings sportswear back inhouse. Launches new merchandise including modern basics with a cooler and sexier feel.
Billboard ads play on trending news with Tiger Woods.
2015 Infinity Lifestyle Brands aqcuire Le Tigre.
DISTRIBUTION STRATEGY
Introduce Le Tigre into new product categories and distribution through a 4 phase distribution approach.
PHASE 4 FALL 2019 PHASE 3 SPRING 2019 PHASE 2 FALL 2018 PHASE 1 SPRING 2018
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COLLABORATIONS
Le Tigre will partner with influential creator Chris Bevans, a long time fan of the brand, will serve as creative director to design an exclusive capsule to re-launch the brand to a global audience in Spring/Summer 2018. The collection will aim to fuse the designer’s technical spirit, trendsetting style with Le Tigre’s modern prep aesthetic, urban sport vibes and iconic heritage
BRAND RESEARCH
PRODUCT & PLACE A Global Lifestyle Brand 72% of respondents view Le TIGRE as an active, fashion forward, urban, lifestyle brand. 86% of respondents surveyed view the brand as an authentic, international brand. 65% of the shoppers surveyed indicated that the Le TIGRE brand was authentic and fashionable.
The top retailers that shoppers in the survey believe best deliver on their “affordable-luxury” needs are the following: 1. Independent Retail Chains: Zara, Topshop, Club Monaco, H&M, Uniqlo 2. Department Stores: Target, Kohl’s, JC Penney, Macy’s Respondents indicated that Le TIGRE was unique and most similar to Lacoste. 82% of those surveyed indicated that they would expect to find Le TIGRE sold both in retail stores and online.
A majority of Millennials that expressed interest in Le TIGRE have a 5x higher propensity to use digital media and to purchase apparel online. Younger respondents indicated that they want to have access to “exclusive, unique and/or limited edition styles” that at times are exclusively offered online. Those surveyed viewed Le TIGRE as a brand that has a strong connection to music, music festivals and concerts. Respondents indicated that Le TIGRE would be active in social causes, most likely animal rights and wildlife organizations, including saving tigers.
PRICE & PROMOTION 66% of all respondents and 78% of those under thirty five indicated that Le TIGRE is most likely to be higher quality and higher priced than the “fast fashion” offered at Uniqlo, Urban Outfitters, and H&M.
COMPETITIVE LANDSCAPE
PRODUCT CATEGORIES & EXPANSION
PHASE 1 2016-2018
PERFORMANCE
LIFESTYLE
ATHLEISURE
TAILORED CLOTHING
• Solidify existing Product categories, and complete go to market plans for 2017/2018 seasons. • Roll out Brand strategy, marketing plan & product assortments including Sportswear & Active AppareL Footwear, Hosiery, Headwear, & Accessories. •
Expand upon product category extensions and leverage existing partners & distribution channels
PHASE 2 2017-2020
HOME
BEAUTY
GOLF
TENNIS
• Take re-energized Le Tigre Brand and expand in to strategic product categories with brand licensee strategy. • New categories to include Home, Beauty, Sport Specific Apparel (Golf, Tennis, Futball), Footwear, Bags & Luggage and Accessories
PHASE 3 2018-2021
COLLEGIATE
AUDIO
SWIM & SUN
• Utilize Le Tigre Lifestyle Brand platform and leverage global partnerships with capabilities to introduce Le Tigre into new performance categories. • New opportunities to include Le Tigre Training, Global Football, Collegiate, etc....
GLOBAL MARKETING & EXPANSION
Le Tigre will drive and support a 360° approach to a successful brand re-build and implement a clear, concise and collaborative approach towards expanding brand presence, building brand affinity and ultimately customer retention.
PRODUCT
MARKETING & PR
PLANNING & ALLOCATION
SOCIAL MEDIA & DESIGN
RETAIL
CONTENT
Le Tigre will create a dynamic integrated marketing campaign fusing its heritage with street style & performance and launching a comprehensive Lifestyle assortment and creating global appeal
MARKETING & CREATIVE STRATEGY DIGITAL
MARKETING & PR
SOCIAL Le Tigre will drive a dynamic integrated marketing campaign by showcasing its heritage while creating & maintaining its authenticity as a Lifestyle & Sportswear brand.
BRAND ASSETS
The plan will be to re-create the overall brand story, drive the go-to-market product strategy and infuse trend & influencers through the proper social channels.
PR
We will support this initiative through brand activations, events and retail strategy with best in class licensee partners. We will create a brand with global appeal by creating a 360° approach to marketing.
EVENTS
RETAIL
INFLUENCERS & ATHLETES
CONTENT DEVELOPMENT Grow the existing Le Tigre social accounts to feature exclusive content to announce and promote new brand story, upcoming product launches, influencer updates etc.
SOCIAL/DIGITAL Le Tigre will activate the next generation of influencers through rich video content and images across all social channels.
INFLUENCERS Le Tigre will partner with Brand & Trend right influencers to capture the essence of the brand & share with the masses
SOCIAL AMPLIFICATION
FAN ACQUISITION
By allocating a budget to amplify social media content, Le Tigre will: REACH MORE PEOPLE
CONTENT DEVELOPMENT
Le Tigre will acquire social media fans through the following tactics: PROMOTED CAMPAIGNS
The Core Brand content for Le Tigre will be developed over 4 main categories:
ATHLETE / INFLUENCER INITIATIVES
HERITAGE
REWARDS & GIVEAWAYS
TEASER VIDEOS
SOCIAL CONTESTS
PRODUCT SHOTS INFLUENCER CONTENT
DRIVE WEB TRAFIC TARGET KEY MARKETS IDENTIFY LOYAL FANS
SOCIAL MEDIA
HERITAGE
TEASER VIDEOS
PRODUCT SEEDING
INFLUENCERS
DRIVING AWARENESS
Partner with key influencers to tell your story in the proper channels to maximize exposure Engage key tastemakers within street and fashion culture to help drive awareness for the Lifestyle of Le Tigre
PRODUCT SHOTS
INFLUENCER CONTENT
Design a strategic gifting and seeding program aimed to target influencers, celebrities and athletes who embody the connection between Le Tigre’s Heritage and Urban Sport Style and inspire the Lifestyle’s target consumer
PR
LAUNCH EVENTS
EDITORIAL
GIFTING
INFLUENCER EVENTS
PUBLIC RELATIONS Promote Le Tigre Product launch with exclusive editor events and previews
Pitch launch story to key fashion media outlets for editorial coverage
Seed key styles to industry tastemakers and VIPs Leverage influencers at key events to maintain brand authenticity and tie back to brand heritage
RETAIL
RETAIL SHOP-IN-SHOP
RETAIL SHOP-IN-SHOP
INFLUENCERS
SPORTS #LeTigreInfluencers
Carlos Correa Houston Astros (MLB)
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Instagram: 420k Twitter: 106k Facebook: 30k
Born September 22, 1994 and originally from Puerto Rico. Carlos is a professional baseball shortstop for the Houston Astros of Major League Baseball. Correa made his MLB debut in 2015, and won the American League Rookie of the Year Award. Very fashion conscious.
Dak Prescott NFL Quarterback: Dallas Cowboys
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Instagram: 1.4M Twitter: 861k Facebook: 371k
Born July 29, 1993, former Mississippi State University Bulldog. Quarterback for the Dallas Cowboys selected in the 4th round of the 2016 NFL Draft. Prescott set several rookie quarterback records and was named the NFL Offensive Rookie of the Year, and also earned a Pro Bowl selection He won the Conerly Trophy, was a finalist for the Maxwell Award, the Davey O’Brien award, the Johnny Unitas Golden Arm award, and the Manning Award.
SPORTS #LeTigreInfluencers
Christian Pulisik Sports Influencer
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Instagram: 538k Twitter: 110k Facebook: 154k
Born September 18, 1998 (18yr old) from Hershey, PA. American professional soccer player who plays as an attacking midfielder or winger for Borussia Dortmund in the German Bundesliga League as well as the United States national team. Expected to be one of the main stars for the USA national World Cup Team. Just signed exclusive deal with Panini America (sports memorabilia company)
Saúl “Canelo” Alvarez Professional Boxer
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Instagram: 2.2M Twitter: 1M
Born: July 18, 1990 (age 27) Saúl Álvarez, commonly known by his nickname “Canelo” Álvarez, is a Mexican professional boxer. A three-time world champion in two weight classes, having held the Ring magazine middleweight title since 2015. As of May 2017, Álvarez is ranked as the world’s best boxer, pound for pound, by c, Transnational Boxing Rankings Board (TBRB) and The Ring
SPORTS #LeTigreInfluencers
Lewis Hamilton Formula 1 Race Car Driver
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Instagram: 4.6M Twitter: 4.65M Facebook: 4M
British Formula 1 driver 3 Time Champion Named personality of the year by BBC & Best Driver at ESPY Awards Age: 32
Jeanette Jenkins Personal Trainer / Influencer
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Instagram: 410k Twitter: 350k Facebook: 530k
Originally from Canada. One of 17 trainers selected for Nike’s Corporate Elite Training Program. Works with numerous celebrity clients including P!nk, Camila Alvez, and Tia Mowery.
ENTERTAINMENT #LeTigreInfluencers
Sam Hunt Singer / Songwriter
• • •
Instagram: 1.9M Twitter: 2k Facebook: 1M
32 yr old Country singer/songwriter, guitarist, and pianist Raised in rural Georgia, where he was a gifted athlete and had a fine career as a college quarterback at both Middle Tennessee State University and the University of Alabama at Birmingham. Signed as a free agent with the Kansas City Chiefs, however he was drawn to music. He had grown up on, and loved, 1990s country, rap, R&B, and other urban pop styles. Honored with numerous American Music Awards already with 1st debut album breaking several chart records. Has a cool urban sport look and fun/all american attitude.
Zoë Isabella Kravitz
Actress / Influencer
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Instagram: 3M Twitter: 92k
Zoë Isabella Kravitz (born December 1, 1988) is an American actress, singer, and model. She is the daughter of musician Lenny Kravitz and actress Lisa Bonet. She first appeared in the films No Reservations (2007) and The Brave One (2007), and played Angel Salvadore in the Marvel Comics film X-Men: First Class (2011). Most recently starred in the critically acclaimed Big Little Lies along side Nicole Kidman and Reese Witherspoon.
ENTERTAINMENT #LeTigreInfluencers
Jon Boyega Actor
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Instagram: 1.2M Twitter: 1.8M Facebook: 300k
John Adedayo B. Adegboyega (born 17 March 1992), Known professionally as John Boyega, he is an English actor and producer best known for playing Finn in the 2015 film Star Wars: The Force Awakens. Boyega rose to prominence in his native United Kingdom for his role as Moses in the 2011 sci-fi comedy film Attack the Block. Receiving critical acclaim for upcoming movie, Detroit
Solange Knowles
Entertainer, Singer, Songwriter, Model
• • •
Instagram: 1.2M Twitter: 1.8M Facebook: 282k
Solange Piaget Knowles (born June 24, 1986) is an American singer, songwriter, dancer, model and actress. Knowles had several temporary stints as a backup dancer for Destiny’s Child, before signing with her father Mathew Knowles’s Music World Entertainment label. At age 16, Knowles released her first studio album Solo Star (2002). Between 2005 and 2007 Knowles had several minor acting roles, including the direct-to-video Bring It On: All or Nothing (2006) Continued writing music for her older sister Beyoncé Knowles and for ex-Destiny’s Child group members Kelly Rowland and Michelle Williams.
ENTERTAINMENT #LeTigreInfluencers
Ar’mon and Trey Social Media Influencers / Singers
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Instagram: 795k Twitter: 40k Facebook: 617k YouTube: 530k
Social media stars and singers. R&B 18 and 20 yrs old brothers grew up in Detroit, Michigan. Earned a following of over 650,000 posting singing videos and pictures. (Recommended by ES Originals)
Amine
Hip Hop / Alternative Hip Hop
• • •
Instagram: 365k Twitter: 130k Facebook: 70k
23 yrs old, from Portland, Oregon currently residing in LA. Parents are Ethiopian immigrants. Break out song “Caroline” that made #11 on US Billboard Hot 100. July 2017 released his debut studio album Good For You. Has performed on Jimmy Fallon’s Tonight Show and interviewed on Urban Outfitters television. In interviews he has mentioned breaking out to film direction and fashion.
ENTERTAINMENT #LeTigreInfluencers
Awkwafina Rapper, Actor, Comedian, Fashion Influencer
• Instagram: 80k • Twitter: 32k • Facebook: 50k • Youtube: 45k • Soundcloud:22k
Nora Lum (born 1988) is an American rapper, comedian, television personality, television host and actress. Known by the stage name Awkwafina. She originates from the Forest Hills, Queens, area of New York City. She is also part of the OCEANS 8 cast with Anne Hathaway, Cate Blanchett and Rihanna due out June 2018.
Chachi Gonzalez
Hip Hop / Alternative Hip Hop
• • •
Instagram: 1M Twitter: 850k Facebook: 1.9M
Olivia Irene Gonzales, better known as Chachi Gonzales, is an American dancer, choreographer and occasional actress. Was a member of the dance crew I.aM.mE, which won the sixth season of America’s Best Dance Crew in 2011. YouTuber influencer. Video feature “Chachi’s World” on YouTube. Age 21. Strong Latino following.
FASHION #LeTigreInfluencers
Ar’mon and Trey Social Media Influencers / Models / DJ
• •
Instagram: 510k Twitter: 6k
23yr old identical twins, Saudi-born and Palestinian descent, raised in London and now reside in LA. =Best friends with Gigi Hadid and Selena Gomez. Also friends with Kylie Jenner, Bella Hadid, Hailey Baldwin and Sofia Richie. Know for their street style looks. Despite their busy schedule including global travel for DJ gigs, modeling and fashion weeks, they graduated in the top 2% of their class.
Zoe London
Social Media Influencer / DJ / Blogger
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Instagram: 81k Twitter: 61k
Originally from London, UK. 27 years old. English/Lifestyle blogger and DJ whose beauty, fashion and lifestyle blog, Zoe London, partnered with VICE Media in 2012 Along with her YouTube channel of the same name. She has worked as a music journalist with Bring the Noise U.K. and been featured in publications like Vogue, Kerrang and Marie Claire.
FASHION #LeTigreInfluencers
Started as an apprentice to a tailor as a teenager and became the shops owner at 19.
Chris Bevans Award Winning Designer, Creative Director
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Instagram: 2.2M Twitter: 1M
Christopher Bevans is an award-winning designer. As design director for Nike’s Blue Ribbon Sportswear collection in Portland, Oregon, he was responsible for the apparel launched with the Air Force 125th anniversary campaign and spearheaded the design of Roger Federer’s iconic RF. Bevans has also held creative director/senior consultant positions for HEAD tennis, Sean John, China 361, Adidas, and Ecko Cut & Sew & Billionaire Boys Club apparel under the RocNation umbrella. Bevans’ great enthusiasm for fashion is evident in his relentless drive to keep current on fabrics and technique, as well as in his natural attention to fit, tailoring, and detail. Evident in his design work, which he provides for a regular clientele that includes celebrities such as John Legend, Kanye West, Daryl Hall, Jay-Z, and The Roots.
Former Creative Director @ Adidas Former Creative Director @ Nike Former Creative Director of Billionaire Boys Club Original designer and logo creator of the Roger Federar Collection Owner and creator of Dyne Directors Fellow @ MIT (Textiles) Created specific apparel lines for Prince, Jay Z, John Legend & Lebron James