Manifesto
Concept ‘Do It With Soul’ is a fashion movement aiming to shift the focus of the brand’s glossy, luxurious image into a dynamic new direction. Kurt Geiger has grown into an international brand, from its first store opening in 1963. Built on foundations of beautiful products and a genuine passion for quality, the time is now to celebrate this journey. ‘Do It With Soul’ will be housed on the Kurt Geiger website as an extension called ‘Geiger World’- a host for the online community. Geiger World is a monumental force of energy designed to support our customers. It provides them with the tools to excel and make the move towards doing what they love. ‘Geiger World’ is a compilation of career
mentors, fashion trend advice and a promotional film featuring Kurt Geiger customers. ‘Geiger World’ will be the hub of conversation, tracking the customer’s journey in their life
pursuits. Offline, stores will be joining the ‘Do It With Soul’ campaign and retailing limited edition products. We’re making the move so our ‘Geiger Collective’ will follow us.
Research Kurt Geiger was founded in London in 1963 and has established a unique product identity for each label. The range of focus from craftmanship, slick stilettos to London-cool means the brand caters to a range of people.
‘Do It With Soul’ is inspired by the time Kurt Geiger was founded. The fluorescent expression and freedom that people of the time strived for.
Artists such as David Bowie, the growth of disco and motown music, the relaxation of social taboos and great political voices such as Martin Luther King.
Research Every aspect surrounding the campaign launch is equally relevant and of importance in order to create a consistently successful outcome. Kurt Geiger stands for luxury and effortless cool and this remains. The improvements for Kurt Geiger will be valuable, as an opportunity has been utilized to develop the company into a lifestyle brand. Making customers feel valued rewards the brand. ‘Do It With Soul’ will encourage the individual customer to be the best version of themself, an icon. The campaign is addressing the modern demands of consumers to be informed and updated directly rather than having to search for information. The mission is to make the shopping experience simplistic and memorable. Kurt Geiger is writing a new chapter in its brand story to enhance its digital scope. Authenticity is the centre of Kurt Geiger’s sparkly new vision. A survey of 100 participants was conducted targeting consumers aged between 16-36. Participants were asked about their online activity to gain a stronger understanding of which media platform is the strongest and how it is being used.
86.67%
Use social media to keep in contact with friends
88.33%
Prefer to access a retailer at their own leisure
Website Design All aspects of the ‘Do It With Soul’ campaign will be held here on Geiger World: The film, up-to-date looks, backstage activity, limited edition products and social media conversations. Articles will be posted weekly on the Kurt Geiger blog about trends and the ‘Youthful Souls’ who are taking part in the campaign.
We don’t want the customers to miss a thing. The collaboration with Masterclass will be linked from Geiger World to gain access to professionally skilled mentors at an exclusively discounted rate.
Additionally, to include as many customers as possible there will also be free available Youtube vlogs and advice from the blog founders of Wanderlust (Rochelle Fox) and IAMGALA (Adam Gallagher).
To involve customers in every aspect of the campaign there will be backstage information showing how the shoots were put together, the make-up, hair looks and the inspirations. By using men and women, a new opportunity is being taken by Kurt Geiger to attract both genders to engage in the campaign activity.
The models are enthusiastic, soulful personalities. Using campaign ambassadors who are also customers will engage a wider audience as they are easier to relate to than professional models.
Promotion
Overview Geiger World will remain beyond the ‘Do It With Soul’ campaign housing all future brand activity. Each element will be equally relevant in the launch of Kurt Geiger’s new era. Meeting the demands of the ‘Youthful Souls’ and encouraging them to ‘Make the Move’.
Featuring Kurt Geiger customers sharing their passions.
All competitions, exclusive offers and online conversation will be shared across all social media platforms with the hashtag #DoItWithSoul.
Limited edition shoes Bowie & Studio 63 will be retailed during the campaign. Launch at the Covent Garden flagship store.
The spectrum of what sets your soul on fire is limitless if you stand up and make the move. Walking nowhere to seek inspiration and find beauty from the unknown. Fighting for the opportunity to be the best. Setting off on a journey to discover the wonders of the world. What terrifies you? What brings you peace and content? What excites every fibre of your being? Kurt Geiger is making the move and we have the tools to take you with us. Join our adventure and do what you must, but do it with soul.