CONTENT?
1. About GUESS? 2. Target Customer 3. Extension Concept 4. Key Competitors 5. Strategy 6. Print Marketing 7. E-mail Marketing
ABOUT?
Founded in 1981 by the Marciano brothers, GUESS? Is an American apparel brand known for their denim products. Georges Marciano and his brother Maurice moved to Los Angeles, California to open their first store that specializes in denim. During the time, denim had little to no recognition in the fashion industry. It was impossible to consider jeans as a “fashion statement� on its own. Their love for American beauty and inspired by their childhood memories from their times in the south of France they created their brand, which is what we know today as GUESS?.
Their jeans - called Guess (because it was easy for them pronounce), were meant to be skin-tight. Their signature look is adding a zipper at the ankles. The jeans were stone-washed to give them a lighter color, and a softer feel; this method was considered to be very innovative during the time. In December 1981, Georges Marciano flew to New York City, and convinced Bloomingdale’s to display thirty pairs of his European-styles on display. The demand for his jeans were so high, all thirty pairs were sold out within three hours despite the high price of $60
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TA R G E T CUSTOMER?
Our nightclub will be located in East Village, Manhattan. We specifically chose this location in New York City because we believe that the majority of our target customer will reside and can be found in the area. They value their education and work. They have a bachelor’s degree or higher. They are driven to be their best self in their field of career, achieving the best results possible through hard work and persistence. We will target people aged 21-32, since RUNWAY is 21+. Our customer also holds great interest in entertainment, recreational activities, and fashion. They love the attention, and will definitely be the first ones to be dancing at the club, with all eyes on them. Among the other people that are part of Generation Y. they are early adopters and love to be the first to try anything new. If there is a new restaurant in town, you will definitely find them there. j
GUESS? Is a brand known for its unique method of advertising, using monochromatic photography to market their denim. Forbes described their advertisement as “catering to teenage cravings for sex, power, attention, and self-love...electric not only with sexuality but with implicit brutality and exhibitionism as well.� GUESS? Is a brand that definitely caters to the powerful man or woman, filled with . confidence and love.
The GUESS? customer is part of the Generation Y group, Targetting ages between 18 to 32 years old. They have a varying annual income of $25,000 to $60,000. GUESS? customers have a broad range of interests from entertainment to recreational activities. They are also very fashion forward, and love to present their best self when stepping j out into the public. k
RUNWAY by GUESS? is a space where young adults can enjoy a night out with their friends. It is an opportunity to get out of the daily routine and meet new people. Since GUESS? has a younger customer range, we wanted to provide a place where they can forget about the world and celebrate their youth. A nightclub like any other, where fashion meets nightlife and entertainment. Our end goal is to attract the social elite and IT girls/boys of New York.The feeling of exclusivity and amusement will be highly promoted so that every one of our guests feels well attended. Our objective is to become one of New York’s most prestigious nightclubs where celebrities and elite men and women go to have fun. On the other hand, we want to reinvent the runway by providing a unique experience for GUESS? clients. g
EXTENTION CONCEPT? PEOPLE The crowd you can find at our club holds two personas - a professional side and a party side. They will have a professional office job in fields such as finance, journalism, and marketers. Although they might be spotted in their office working long and hard hours, they also know how to unwind and prepare for the weekend - at RUNWAY. Our club will be “the spot” to go after your 9-5 job on a Friday night to dance the night away. It will be filled with a young, lively, fun crowd. These people are the “it girls and guys” of New York City. They are the Daisy Buchanan of the 1920s, the Serena Vanderwoodsen of the Upper East Side, and the Kendall Jenner’s of today. They follow the latest fashion trends and contribute a lot of their evenings in the party scene. A club would never be a party without our customers. Their main incentive to come to our club would be to socialize with their friends, meet new people, while having a nice drink to accommodate.
R U N WAY THE
iPRODUCT GUESS? will display its new collections at RUNWAY. Every season, a live runway will be held with the ‘see now, buy now’ concept so that people attending the club can see what garments they like and buy them right away. The items will be shipped the next day so that the wait is short. Our customers will enjoy watching a runway while having a drink with their closest friends
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This event will happen twice a year. For this reason, attendance will work different. To attend the runway, people need invitations from GUESS or previous purchased tickets. However, an after party will be held at the club as an opportunity for people to hang out with important people from the industry. After party attendance will be limited as well to narrow down the audience to our most loyal customers, the ones who will definitely make a purchase.
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Tickets will be sold in a higher price than the regular entrance fee.
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PROPERTY AND PRESENTATION RUNWAY by GUESS? Is a nightclub inspired by our customers. We want to create a space that caters best to our customers - through style, design, and experience. H RUNWAY is a 7,000 square feet nightclub, consisting of a DJ booth, a 50 feet runway in the middle with two dance floors surrounding the runway. Our runway is available for guests to dance on it, so you can immerse yourself in the music and feel like a model. We also have a 15 feet long bar placed on the left side of the club, where we will be serving a variety of drinks from local beers to specialty cocktails. The DJ booth is a 15 feet by 25 feet enclosed space for your favorite DJs to be able to dance freely and have a good time with everyone. J The interior designs is created like our customers - sexy, and upscale. The walls will be concrete painted black, and the floors will be made out of white marble tiles. The black will really compliment the floors, bringing out the beautiful pattern if the floor. The ceiling will have mirror panels, so when the light turns on, it will be reflected all throughout the club - almost like a holograph. All our furnitures such as sofas and chairs will be in the signature color of Guess - red. The pop of red in the all black interior will definitely make you feel really sexy and will want to make you dance. The runway in the middle of the club will be covered in red velvet to make it a more energetic space for everyone. J
KEY COMPETITORS?
Any clubs surrounding East Village with a similar atmosphere of loud dance music, live DJ sets, and clubs with a lower price point. Also, within a 2 minute walking distance .
Example: 1. Retro Club NYC 2. Rumpus Room 3. Club Cache 4. Soiree
However, we have an advantage in the market since no club is holding an annual runway as a special event.
GUESS? will reach existing customers through the email subscription list. One month before RUNWAY’s opening we will send out information about the new club that GUESS? is launching. Timing is important to create expectations and get people talking about the event. In addition, one week before the opening, we will remind them of the event and offer a special promotion that is valid only on the night of the event. The promotion will incentivize guests to attend since they are getting an exclusive offer. Since our target customer is someone who likes to try new and unique experiences, this is the right way to approach them. Finally, the day before and the day of the opening, the final reminders will be sent. d
STRATEGY?
All emails will have the “add to calendar� option so that it is easier for people to add the event to their current calendars. By adding the event to the calendar we will have an idea of how many people may be attending. Moreover, we will display billboards in key points of the city. We will also send out special invitations to celebrities, fashion bloggers, and IT boys and girls one month before the opening. Along with the invitation, will be exclusive gifts from GUESS? so they can wear it at the event. Since we are targeting early adopters, our goal is to maximize the number of people that hears about our event, so we are able to make the clientele as big as possible. RUNWAY will also host special events like birthday parties, bridal showers, and others. The event package will include a VIP section for the party with a bartender of their own. v
To promote our two special annual runways we will use a similar strategy. However, the email will be sent to loyal customers, along with news and media people and others from the industry. Our goal is for a press release to be written about it. The advantage of a good press release is that a lot more people will read it, and therefore come to our club. The runway show will be slightly more exclusive, so attendees will either have to be invited or win tickets from us. v
We will hold a giveaway in our social media pages for 5 tickets to each season’s runway shows. By making events more exclusive after we have reached a good customer foundation, guests would be more intrigued to attend an event. We want to utilize the feeling of being invited to an exclusive event to further promote our runway shows and the club itself .
PRINT MARKETING?
Add to calendar
EMAIL MARKETING?
Caridad Bustamante Hibiki Sato Brand Extention FASM 215-Winter 2018 Professor Mary Norton