NIKE X UTILITY
THE CONCEPT
Following on from the Trend Book, Nike will create a Utility styled range, which will tie in with the construction work-wear theme. They would follow the First concept brief and create a augmented reality space for consumers to travel through to create a story behind the new line. It will entice consumers and create a hype around products connecting to the current consumers who are loyal to the brand. The event would be 3 days long with various activities throughout this period. The event will be played like a game, with exclusive merchandise from each floor which can only be retrieved on this day only, to create Limited addition products that people will have the urge to travel to purchase. The consumers would travel from floor to floor over the 3 day event unlocking each level to then see the new collection on the third floor yet if any individual misses a day they can not unlock the level containing the new merchandise. Throughout each day there would be the augmented reality section for any public members to travel through yet at night there will be a Members only exclusive event. This will be apparent as Nike are pushing the consumer and brand connection and trying to saturate the market by making everyone a Nike member.
Throughout the day there will be talks with people who have created the collections as well as live DJ’S, Dancers and entertainment. This will be a public event where anyone can come and buy the limited edition merchandise. Yet the members only party will be exclusive acts, performers and DJ’s. This is to thank the consumers loyal to Nike and give them something for being apart of the brand story and legacy.
F I R S T FLOOR
While the consumers are on their journey through the first floor they will have to travel through clear plastic dust sheets, this creates an augmented reality experience for them to travel through. It will create a maze feel within a construction environment mixing the style of the new collection with a real life virtual experience. Within this duration there will be projections on to the sheets which will light up the room and cause consumers to daze into the augmented reality. These clips will involve interviews and images referring to the utility topic and subject.
Within this experience there would be an open space in the middle of the sheets this would be where the merchandise is sold. The merchandise would be displayed on work benches typically used by builders, this will add to the utility element, whilst having a spotlight shining on the tables to catch the attention of a consumer to draw them to but the limited edition stock. However there will be no cash desk, only employees stood with hand-held paying devices to allow a personalised shopping experience. Whilst the consumer will be traveling though the experience and set times during the day there will be talks with individuals who helped to create this collection, this is why there will be one chair positioned in the middle of the space with a spotlight shining from above.
Within the second floor there would be a light show with hanging lanterns this would engage with the consumers sensors and catch the attention as soon as they arrive up the ramp. The Limited edition merchandise would be yet again displayed on work benches to match the utility themed. Throughout this day there would be live music and DJ’s playing sets to draw consumers to come together atthe event to listen to the DJ’s they are particularly interested in
Here is an example of what the clothing would be displayed like on a work bench styled clothing rack. It will match the utility theme but show consumers a glimpse of what the range will be like on the following day.
S E C O N D FLOOR
T H I R D FLOOR
The third floor is where the collection is shown this space needs to be a free flowing environment with only spotlights to enhance the clothing. This floor would be darken and the spot light would show off the key areas where apparel or footwear is located. The free-flowing space will show off the main items within the collection yet allow consumers to use the Nike app to select the product they want using the QR codes alone. They will be able to request sizing leading to a member the Nike team locating and bring them these specific items. Creating a connection to the consumer while applying an augmented reality to create a high tech feel.
Located in the middle of the room would be a circular podium which would have several mannequin dressed in the utility wear to showcase how the collection could be styled and giving the consumers a glance of how the clothing looks. The four way fixtures would contain 4 items and could be set out as seen below, yet within these fixtures will be walls with hung items. As seen on the left the mannequins would be dressed accordingly with bright colours and utility styled clothing, As the event is taking place in London the visual merchandising team would style them in a way that is typically London. Through the day the event will also host a number of DJ’s to add to the feel of the event and ensure the consumer are really getting a feel for the trend and what comes along with it.
NIGHT LIFE EVENTS Members only exclusive, as Nike are pushing the market to become members this is the perfect way to thank the consumers who are already saturated by the brand. It provides them with a one on one experience for their commitment to the brand and will help to strengthen the loyal they have towards the brand.
After 10pm members are the only people allowed within the premises. This gives them an access all areas rain to watch, party and feel like a real Nike ambassador. Throughout the night there will be many artist performing to keep moral high and provide the best experience for the consumer, however each night will be a different music genre. Starting with house and techo, leading into radio based artists, and finally ending with UK grime and rap. This would be considered the main even as it links to the demographic of the consumer and what genre is popular within their society.
As a company Nike have a renounce business strategy where the consumers are at the heart of the goals, stories and Production of the brand. Their main goal is to give the consumer a personal reason to connect with the brand and create a story for the consumer to travel through with in their stores.
As a brand they have created many technological advances to stores globally to make the consumers experience easier. An example of this is their Flagship Store in New York where there is no till point. They created an app to allow the consumer to request items in a particular size and a Athlete from the store would bring the items directly to the consumers location. Where it allows a more one on one service working on the consumer brand relationship.
Nike have also collaborated on utility styled clothing before with MMW, Carhartt and A Cold Wall*. These collaboration all created a huge hype around the products so they sold out instantly, yet for a high price point. This is one of the main reasons I chose Nike as I believe its time for them to create their own take on Utility yet not with these brand and creating such a luxury item. It will allow consumer to embrace the Utility style but add to Nike values showing diversity on sportswear as a take on everyday fashion.
“DREAM AUDACIOUSLY, HAVE THE COURAGE TO FAIL FORWARD. ACT WITH URGENCY� -Phil Knight Nike CEO
WHY NIKE?
When advertising Nike are at the forefront of telling a story and this is what I wanted to link in with the theme. That this trend is for everyone and not just the higher paying consumers Nike have already reach out to. As showing the collection I wanted to showcase these everyday jobs we take for granted and how they impact our fashion choices on a daily basis. Therefore opening the event to the public will help saturate the market a lot quicker then just making consumers members but also incising a whole new consumer who may have never been as involved with the brand before.
This is due to the amount Nike push the market to become members, therefore the events taking place give praise and opportunity to the market they have already saturated yet show a new connection to an entirely different audience. Nike do a great job of creating a space for consumers to work though so why not add in an augmented reality twist so consumer can experience first hand how much the trend and Nike as a brand fit into their everyday lives.
TREND& AUDIENCE R E L AT I O N S To see how the consumers connect to the trend is very simple as it is becoming a growing subject within all fashion houses. But not just with the high end brands but with the lower consumer market it is a way to express feeling and have individuality. The audience target would be 17-30 year old who love being different, and this trend helps them to do this by giving them a way to dress and act without looking out of place. The Utility trend is at the start of its peak and consumers connect due to the power of freedom the trend creates, as it is shown in a large amount of the consumers they don’t want to use items in the functioning way they were made. You see this in streetwear fashion all over the globe and not just within the UK as it allows the younger generation to have a formative way to connect with one another on a fashion level basic. Have you ever asked why people dress the way they do or why they don’t use clothing for the original usage? The main reason is to stand out from society and add a twist on a every day necessity for some job roles. Most of the audience use utility as a way to see how creative they can be yet others just like the way it looks. No matter what the choice is the consumers will also do what they can to get as far away from functionality as possible.
The trend links to the consumer on a streetwear basic as the streetwear market has grown by $309 million dollars annually since 2017 this creates a. Its a rising era for fashion as freedom of expression though clothing rises so does the streetwear sales. Utility is nothing but a slightly complex and more diverse version of streetwear. The consumer market has grown within the western region and continues to do so there I believe this is the correct updated market possible for this trend. Not just in practical use but in fashion this target audience find many reason to why they should break all functional rules.
“IGNORED MULTI-BILLION DOLLAR INDUSTRY THAT THE MILLENNIUM’S ARE NOW
COMMUNICATION THEORY
A
In order for the AIDA model to be successful the consumers attention must be raised. This has already happened in some parts of the consumer base due the forever growing streetwear culture. However to gain the consumer attention a very viable advertising plan would be put into action, starting with getting the consumer familiar with the trend. Most of the consumer market see what streetwear is evolving to and how Utility is playing a big role in this yet others are to afraid to push the boundaries. This is why creating such a great concept is crucial to make the trend reach its full potential. The trends based on consumers feeling free whilst adding in augmented reality. Which allows the consumers to move freely around the spaces created for them. Putting out a Video would be the next point of contact, a video showing what’s to come for Nike and its Utility collection and what this event will give to the consumer. The videos should contain snippets of the event that is going to take place combined with the history behind the style to allow the audience to be aware of what they have created through time. It will create awareness of how the Collection and trend will is linked to their everyday lives and provide awareness that freedom of clothing is a choice many people of their audience are creating.
D
Desire to be at the latest events and have the most up to date releases, the consumer will become attach to the feeling of being apart of the Nike team. Especially in this instance if consumer are not members and can not stay the first night it will leave them with the desire to want to be at the next ultimately forcing the consumers hand over to Nike. As this event is a physical experience many consumer will be photographing and publicising about the event, which leaves consumer not into brand loyalty to want to be apart and see the heritage that is building up with the brand. The consumers involved will be seen as trend setters with the limited addition stock, meaning many will have the urgency to try and buy what they missed out on. Ultimate need and desire to belong to Nike and the Utility trend.
I
The consumers interest will grow as they see the benefits that Nike has to offer not just on a sportswear basis but in a natural clothing environment . They will get familiar with how the brand works and how much loyalty means within the brand. It will also help to provide Nike with new market and help them saturate the market. For people attending the event they will see that it is member only after 10pm, which will causes curiosity to why people are so loyal to the brand. Yet they will know first hand what happens to consumers who receive these benefits and lead them to want to know more. Plus if Nike continue to create events like this one the audience will have more interest in the unknown. It will ensure the consumers attention and allow Nike to fit into their lifestyle as the consumer will want to be apart of the Nike family and getting the latest drops.
A
In conjunction with the event the action taken to provide the consumer with the best journey though a space augmented reality is added. It allows the consumer to look around before making a purchases and adds a personal touch on their shopping experience as they travel though the floor this will become more apparent. Due to the maze like structure or the event consumer will engage on the trail before they can consider making a purchase, this is why it is so important to create a tension before the collection reveal as it will stimulate the consumers mind to consider a whole experience rather than just one purchase. The third floor in this case is also a critical point in their experience as they will not need to look around and find a size. The consumer can simple have what they require upon request. The whole experience provided due to this event ensure the consumers intention upon purchasing and they came to the event for a reason and intentionally wanted to experience this journey.