IMC Plan by Dominica Baird

GAP 1969 DENIM IMC PLAN FASH 763 OL DOMINICA BAIRD AUGUST, 22, 2015

CONTENT executive summary ..................... 3 company analysis ....................... 4 Competition & market .............. 6 target market ............................... 12 recent campaign ........................ 17 primary research ....................... 18 goals & objectives ................. 20 my 1969 campaign ........................ 21 media strategy ............................ 22 budget ............................................... 29 calendar .......................................... 30 evaluation ...................................... 31 promotional samples ............ 32 references ...................................... 36 appendix .......................................... 38

EXECUTIVE SUMMARY Gap, founded in 1969, was one of the first specialty apparel retailers in the US (Rupp, 2015). The brand was extremely popular in the late 1980s and early 1990s but began to lose market share to fast fashion competitors in the last decade. At the same time, Gap has struggled with its brand identity, its connection with the Millennial consumer, as well as the effectiveness of its ad campaigns. An integrated marketing communications plan will be implemented to increase market share among core segments of male and female Millennial consumers ages 20-34. The campaign will achieve the following: • Increase target market awareness by 20% by the end of year one • Increase target market share by 10% by the end of year one • Drive 30% of existing customers to make a repeat purchase of 1969 jeans via gap.com, 1969 microsite or app within 12 months • Grow average customer spend by 5% The plan calls for a multi-media, multiplatform promotional campaign that will target Millennial consumers wherever they are and on whatever devices they are using. The campaign will be called, “My 1969,” and will be centered around inviting consumers to submit photographs of themselves to The Gap’s 1969 app, microsite, and social media wearing Gap’s 1969 jeans with the hashtag, #my1969jeans. Music will also be an important element of the campaign in order to create a more meaningful connection with the target audience. 3

COMPANY ANALYSIS Gap, founded in 1969, was one of the first specialty apparel retailers in the US (Rupp, 2015). The company specializes in casual wardrobe basics, such as jeans, t-shirts and khakis, for men, women and children. In 2014, there were 1389 Gap stores worldwide. Gap’s direct brand extensions include GapKids, babyGap, GapMaternity, GapBody, and GapFit (Gap Inc. Annual Report, 2014). Additionally, Gap Inc. owns and operates the following brands: Athleta (women’s activewear), Banana Republic (“upscale” clothing and accessories), Old Navy (lower priced family clothing) and Intermix (women’s designer and contemporary clothing) (“THE GAP INC Company Information,” 2015). 1969 is a denim sub-brand of The Gap that was founded in 2009 in order to help The Gap target a more fashion forward customer (Aleksander, 2011). The 1969 brand consists of denim jeans in various cuts for women, men and children. Prices range from $69.95 (1969 women’s skinny jean) to $108.00 (1969 men’s slim Japanese selvedge jeans) (gap.com).

Fig. 1. Comparison of Gap, Old Navy & Banana Republic’s North American Sales. Source: Fast Company

At the height of The Gap’s popularity in the late 1980s and early 1990s, the company experienced impressive sales and growth—with a peak of 39% growth between 1998 and 1999. The brand had such an “it” factor that Sharon Stone wore a Gap turtleneck with a Valentino skirt to the 1996 Oscars (Lieber, 2014). The company maintained double digit growth until 2002, and by 2006 sales started to drop--at its worst, sales declined 7.9% in 2009 (Lieber, 2014). By 2014, Gap Inc.’s sales of $16.43 billion were flat, despite a 2% increase during the previous year. Gap Inc.’s namesake brand was responsible for much of the disappointing sales—Gap saw sales drop 5% in 2014, while Old Navy’s sales rose 5% and Banana Republic’s sales remained flat (Huddleston, 2015). (Fig. 1). In an interview with Fast Company (2015), Gap’s CEO, Art Peck, stated that some of the company’s goals include: turning around sales, abandoning the current strategy of “chronic discounts,” and making mobile “the central point for all customer interactions.” 5

COMPETIVE LANDSCAPE In recent years, American mid-market fashion has struggled to keep up with fast fashion competitors H&M, Uniqlo and Zara. This is especially true for companies that specialize in basics such as The Gap, Abercrombie + Fitch, American Eagle and American Apparel. Fig. 2 illustrates Gap’s struggles with sales and growth compared to its fast fashion competitors.

20000

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Fig. 2. Gap Value Sales vs Year-on-Year Growth. Source: Euromonitor.

% Year-on-Year Growth

During Gap’s heyday, business casual was popular, therefore core staples sold successful. Today’s retail landscape is markedly different as shoppers are gravitating towards trendy, runway-inspired clothes at low prices (Tabuchi, 2015).

MARKET ANALYSIS

In the years following the Great Recession, the United States has suffered through a very long and slow recovery. Very recently, the economy has been on the uptick. For example, consumer spending rose .9% in May 2015 from a month earlier—this is the biggest increase since August 2009 (Mitchell, 2015). Despite this increase, discretionary spending intentions have declined or remained flat—with the exception of Millennials whose intent for these discretionary spending activities exceeded global averages by as much 10% (“Nielsen 2015 Consumer Confidence Report,” 2015).. This Millennial spending trend is one of the reasons they are being targeted by this campaign. 7

competitive comparison • Offerings: basics, casual wear. Jeans are sold under 1969 label • Jeans prices: $69.95-$108.00. • Mostly basic styles with some trend-driven styles such as a moto jean legging (gap.com)

• Offerings: trendy fast fashions, basics, denim • Jeans prices: $9.99-$49.99 • Wide variety of denim cuts and finishes—both trendy and basic (hm.com) • Offerings: trendy fast fashions, basics, denim • Jeans prices: $29.90-$79.90 • Fashion-forward denim cuts and finishes (zara.com) • • • •

Offerings: basics—many in innovative, tech fabrics Jeans prices: $39.90-$49.90 Basic cuts and finishes. Japanese denim. Some innovative denims—“Miracle Air” jeans promise to be 20% lighter than standard denim (uniqlo.com)

• Offerings: basics and casual wear • Jeans prices: $68-$150 • Basic styles but dominated by ripped, destroyed styles (abercrombie.com) • Offerings: denim and casual wear • Jeans prices: $44.50-$98.00 • Mostly basic cuts. Recently began to focus on improved fits and innovations in stretch fabric (levistrauss.com)

positioning

HIGH PRICE

TRENDY

CLASSIC

LOW PRICE

MILLENNIAL INFLUENCE Residual economic uncertainty and stagnant wages have caused the Millennials—who, according to Silva (2013), “are the largest generation with the greatest purchasing power in history.”—to spend their money cautiously. Not only are the Millennials are not just putting off big ticket purchases such as houses and cars (Landsman, 2014), they are spending less on clothing. For instance, the youngest Millennials spent 30% of their budgets on clothing in 2003, and that number has dropped to 21% today (Renzulli, 2015). Additionally, Millennials are changing the retail landscape in the following ways: • They have some responsibility for declining mall traffic. Millennials enjoy shopping and researching purchases online. In fact, 72% of Millennials research and shop online before setting foot into a mall (Lewis, 2014). This has led to the closure of several malls in recent years and predictions of the closure of up to 15% of US malls within the next ten years (Peterson, 2015). • They would rather spend money on experiences. From concerts, social events, sporting events to cultural events—78% of Millennials would rather spend money on a desirable experience over buying something desirable (“Millennials Fueling the Experience Economy,” 2014). • They want to buy what their social networks buy. A recent survey reported that over 3/4 of millennials want the same “clothes, cars and technological gadgets as their friends.” (Cussen, 2015). • They trust and prefer user generated content (UGC). Millennials trust media generated by peers 40% more than traditional media and find UGC 35% more memorable than other media (Social Influence: Marketing’s NEW Frontier, 2014). • The one thing Millennials have in common—a deep, powerful appreciation for music. Music creates powerful connections, stimulates social interaction and drives loyalty. According to Nielsen, an endorsement campaign with a musical artist can increase buy rates of a products by up to 28% among the artist’s fans (“Millennials: Breaking the Myths,” 2014).

DENIM MARKET The US denim market has been struggling with declining sales—retail sales of women’s jeans decreased by 3% in 2014, falling to $18.3 billion. Much of this decline has been attributed to the rise of the athleisure trend that has influenced women to replace jeans with leggings or yoga pants. Despite the falling sales, Euromonitor predicts that jeans, including Gap’s Standard Jeans Category (M. Markovics, personal communication, August 13, 2015) will show the strongest growth over the next few years (“Jeans in the US,” 2015). (Fig. 4).

Fig. 4. Forecast Sales of Jeans: Volume 2014-2019. Source: Euromonitor

Millennials could be responsible for this growth as they are the largest dollar segment of jeans sales at 28% (Fig. 5). According to NPD (“Denim Industry Encouraged by Millennials,” 2015), Millennials are showing renewed interest in denim. In mid-2015, overall dollar sales of jeans declined 5%, but increased 2% among Millennials. This growth was driven by a 13% dollar sales increase from older Millennials (ages 25-34).

Fig. 5. US Dollar Share, 12 Months Ending May, 2015 Source: NPD

customer analysis In recent years, The Gap has struggled to define their target customer in the US. At times, the brand seemed to be targeting the same customers as Old Navy, only to lose them to Old Navy’s lower prices. The target market is now focused on customers between the ages of 25-35, however, the brand has shifted its strategy and offerings too many times, confusing shoppers (“Gap Struggles to Find the Right Consumer,” 2011). Despite the brand’s focus on the millennial consumer, the average age of their customer is 39 years old (Silva, 2014). Gap’s 1969 denim line will be relaunched with promotional materials and in-store experiences meant to target multi-ethnic millennial males and females between the ages of 18-34.

PERSONAS

target market segments

TARGET MARKET SEGMENTS

recent campaign The brand’s most recent “Dress Normal” campaign was widely criticized for its non-aspirational, boring tone (O’Reilly, 2014; Silva, 2014; Monllos, 2015). The campaign features celebrities including Elisabeth Moss (Fig. 6) and Angelica Huston “dressing normally” and encourages viewers to make “their actions speak louder than their clothes.” (O’Reilly, 2014). The campaign is a puzzling move at a time when the retailer is struggling to re-establish its brand identity and separate itself from its competitors.

Fig. 6 Ad Featuring Elisabeth Moss from the Gap’s 2014-2015 “Dress Normal” campaign. Source: Business Insider.

primary research A survey of 80 Millennial consumers* was conducted to determine Gap and 1969 denim brand awareness and denim purchasing behavior. The results show: • Denim is still a part of the Millennial wardrobe with the majority of respondents reporting owning 4-6 pairs of jeans.

• A large majority—nearly 40%—reported they would pay an average of $25-$50 for a pair of jeans. $69.95 is the lowest regular price for a pair of 1969 jeans, therefore, it is likely that sales promotions and coupons will be required encourage purchases. • Sales promotions were the most important factor (62%) towards the likelihood of shopping at a store. • 76% of respondents were unsure if they would purchase 1969 jeans (Fig. 7) in the future, 48% of respondents have not shopped at Gap in one year or more, and 56% of respondents view Gap neutrally. This indicates a lack of brand awareness with the Millennial consumer. • Despite the lack of awareness, 32% of respondents own a pair of Gap jeans (Fig. 8).

Fig. 7. Brand Awareness Primary Research

Fig. 8. Brand Awareness Primary Research

* Additional survey data located in appendix. 19

goals & objectives Goal Statement

Implement integrated marketing communications plan to increase market share among core segments of male and female Millennial consumers ages 20-34.

Promotional Objectives

• Increase target market awareness by 20% by the end of year one • Increase target market share by 10% by the end of year one

• Drive 30% of existing customers to make a repeat purchase of 1969 jeans via gap.com, 1969 microsite or app within 12 months • Grow average customer spend by 5%

Promotional Strategies

• To use the “My 1969” campaign to connect with millennials by using a traditional and digital media focused on music and personal style • To engage the target market with an IMC campaign seeking user generated content

• To promote a two-way conversation with target market on social media

• To create a fully-shoppable 1969 mobile app that will help move towards mobile being the central point of communication

• To increase loyalty though the use of promotions and exciting in-store experience • To increase Millennial awareness and social media engagement by tracking retweets, comments and replies

Measurement

Qualitative and quantitative methods will be used to measure sales data, impressions, click-throughs and the effectiveness of the loyalty program.

"my 1969" campaign theme

US multi-media, multi-platform promotional campaign that will increase brand awareness for The Gap’s 1969 denim line. The My 1969 campaign will be centered around inviting consumers to submit photographs of themselves to The Gap’s 1969 app, microsite, and social media wearing Gap’s 1969 jeans with the hashtag, #my1969jeans. Music will also be an important element of the campaign in order to create a more meaningful connection with the target audience. The campaign will consist of still images and moving images (the latter will be backed by music from emerging artists). The ads will feature celebrities, musicians and tastemakers wearing 1969 jeans along with information about how 1969 jeans fit their personal style. The campaign will be shot by Humans of New York photographer, Brandon Stanton. The ads will also contain a call-to-action asking customers to submit photos of themselves wearing 1969 jeans with the hashtag #my1969jeans. User generated “My 1969” photos will be available for viewing on gap.com as well as Gaps’s Twitter, SnapChat, Facebook, Instagram, YouTube, Pinterest, Tumblr and “My 1969” microsite and app.

reasoning

The “My 1969” campaign is intended to increase brand awareness and reposition The Gap as an authentic, American clothing brand, while targeting Millennial consumers wherever they are and on whatever devices they are using. Both traditional and digital media will be integrated to facilitate a seamless two-way conversation that is focused on Millennials sharing how 1969 denim is a part of their own individual style. The collaborative nature of the campaign is intended to tap into Millennial’s preference for UGC as well as their expectations for a “two-way, mutual relationship” with brands. Reciprocity can build brand loyalty, which according to the Boston Consulting Group, can persuade Millennials to be positive advocates of the 1969 brand. The campaign will also tap into tap into the Millennials’ attitudes surrounding brand’s relationships to their own self image. For example, 40% of Millennials surveyed indicated they would pay extra for a brand that reflected the image they wished to convey about themselves. (“How Millennials are Changing the Face of Marketing Forever,” 2014).

media strategy Digital 22% of budget. 30 second digital video for use on YouTube and

at the start of online TV shows. Still photos used for banner ads, sidebars and homepage takeovers on key websites. Despite the lower cost of digital ads, there is a substantial budget commitment due to Millennial preference for consuming media online.

• 1969 Microsite— The campaign microsite will showcase user-generated photos, featured musical artists, campaign events, contests and social media. Users will sign in with Facebook or Twitter which will increase the likelihood of sharing on social media as well as provide user analytics. • 1969 App— A fully-shoppable 1969 app will be created to allow users shop, submit UGC, engage with digital signage in-stores, receive promotions and track loyalty points. The first time a user uploads photos of themselves with the app, a discount coupon will be sent to the user. The app will also feature a loyalty program that will offer coupons for repeated purchases and brick & mortar store visits. Additionally, the app syncs with beacons in Gap stores that will send targeted promotions via push notifications to in-store users. This will appeal to the 97% of Millennials who claim that receiving discounts will cause them to shop with a retailer and the 43% of noted they would be more likely to shop at a store that offered a rewards program (Forzley, 2013). • Digital Video— For use on microsite, social media, Periscope, 1969 YouTube site, and sponsored ads shown at the start of YouTube videos and online TV programs. Videos will feature emerging musicians and tastemakers showing how they incorporate 1969 denim into their own personal style. The videos will be set to the emerging artist’s music. Millennials have a strong preference for watching online videos—up to 2 hours and 15 minutes per week (Blattberg, 2014). • Social Media Ads— Sidebar ads and sponsored posts / stories on Facebook, Instagram, SnapChat and Twitter. 71% of Millennials check social media once a day which is more than they watch TV (60%) or even text and chat (49%) (Bennett, 2014). 22

• Digital Ads— In addition to social media, ads will be placed on Millennial’s most frequently visited websites. Frequency and spend will be based on the site’s Millennial readership and target market interest. Fig. 9 illustrates the most popular sites with Millennials and their readership. • Indie Dreamer’s favorite sites: Jezebel, Bustle, Vice, New York Magazine, Mic • Social Butterfly’s favorite sites: tmz, Perez Hilton, BuzzFeed, Elite Daily, Cosmopolitan • Yuccie’s favorite sites: Vice, Gawker, Gizmodo, The New York Times, The Wall Street Journal, Pitchfork • Fashion Blogs— Select fashion blogs will paid for sponsored posts to showcase how they incorporate 1969 denim into their own personal style. 33% of millennials rely mostly on blogs before they make a purchase because they feel blogs are more trustworthy and authentic (Schawbel, 2015).

Fig. 9. Publications and their Millennial Readerships. Source: Digday

media strategy 15% of budget. National print campaign in select publications. Full color two-page spreads and back cover display ads will be featured in magazines with high Millennial readership. Ads will appear quarterly—aimed at key shopping seasons. Higher cost of this medium adds to the budget allocation.

Magazines

While print magazine readership has declined slightly in the last several years, Millennials are strong magazine readers—even stronger than Boomers (“Millennials—Breaking the Myths,” 2014). The “My 1969” campaign will run in the following magazines that are popular with Millennials (and 1969’s targeted segments): • Indie Dreamer’s favorite magazines: Allure, Elle, NYLON • Social Butterfly’s favorite magazines: Cosmopolitan, Seventeen, Teen Vogue, Marie Claire, People Style Watch, Latina • Yuccie’s favorite magazines: Fast Company, Bloomberg, Wired, Fader, Rolling Stone

newspapers 1% of budget. With

68% of Millennials now getting their news from social media vs. 33% from newspapers (Fig. 10) (“Millennials and News, Fact-Checked,” 2013), ads will be placed on newspaper’s websites, rather than in print versions. Lower cost of digital newspaper ads requires less budget allocation. The ads will appear on the websites of those newspapers most popular with Millennials: • The New York Times (15.9 million Millennial web visitors per year) • The Wall Street Journal (8 million Millennial web visitors per year) (McDermott, 2014).

Fig. 10. Millennials Overall News Sources. Source: Y-Pulse, 2013

Radio 4% of budget. Combination broadcast (30%) and internet-only (70%) radio campaign. Lower cost of digital radio ads requires less budget allocation. Music will be a key element of the campaign. 30 second radio ads that will feature a musician discussing how 1969 jeans fit their personal style. Callto-action for listeners to submit their own pictures. • FM Radio— More than 65.2 million Millennials tune into broadcast radio each week “State of the Media: Audio Today,” 2014). Ads will run in close proximity to major music events held in key markets. Stations will be selected for their ability to partner with The Gap for event marketing at music events as well as their appeal to 1969’s target customers.

• Internet-only Radio— Will constitute a much larger portion of radio budget due to the Millennials’ preference for streaming music services such as Spotify and Pandora (“The Infinite Dial,” 2015). 30 second spots will appear on Pandora, Spotify and Rhapsody, which are Millennials’ top audio brands that air ads (Fig. 11) (“The Infinite Dial,” 2015).

Fig. 11. Millennials Audio Brand Usage. Source: Edison Reseach, 2015.

media strategy Television 15% of budget. 60 second spots shown during peak shopping seasons and key events (Back-to-school and Holiday). Ads will feature celebrities and tastemakers wearing 1969 jeans and talking about how the jeans are part of their style. The spots will be backed with music from emerging bands. Call-to-action for viewers to submit their own pictures. Higher cost of this medium adds to the budget allocation.

While Millennials are shifting towards online TV watching vs. traditional TV, the vast majority still have service from a multichannel video programming distributor. TV is also popular with Millennials—49% of Millennials ranked watching a TV program as their favorite activity. That said, Millennials watch 3 times more TV online that non-Millennials (“Millennials & Entertainment,” 2014). Because of this shift, the TV spots will be limited to peak shopping seasons so additional focus can be placed on targeting online TV opportunities. The spots will appear during the broadcast of Millennials’ most frequently watched shows: NFL games, Big Bang Theory, The Walking Dead, American Horror Story, NCIS, Pretty Little Liars and Empire (“What American’s are Watching in 2014,” 2014; Thomas, 2015).

Out of Home (OOH) 10% of budget. The OOH campaign elements will

be aimed at creating synergy between the mobile campaign and target customers that are on the go. The speed and scale of impact offered by OOH make it ideal to quickly raise brand awareness. According to warc, “with a typical OOH ‘broadcast’ campaign reaching the majority of the population within days and potentially 80% or more of any given audience in just a week or two.” (Regan, 2015).

• Traditional OOH— Billboards and transit signs will appear in NYC to increase awareness just prior to the grand-reopening of the newly remodeled NYC flagship. Billboards will display #my1969 hashtag and transit signs will have the hash tag as well as QR codes that can be scanned by mobile devices to direct consumers to the 1969 microsite.

• Digital— Digital billboard in Times Square for flagship grand reopening. Digital screens at malls will geofencing to provide insight on who is interacting with the display. Beacons will send special targeted sales promotions that will direct shoppers to the mall’s Gap store. 26

public relations 2% of budget. Public relations campaign focused

on obtaining placements in key magazines, blogs and news / entertainment programs. PR is important to the 1969 campaign because the target market values and trusts the information they read in their favorite magazines and blogs.

direct mail 1% of budget. The top tier of most frequent shoppers will

receive promotional postcards and a holiday lookbook (catalog) via postal mail. Catalogs are an important part of the omni-channel experience because they can provide style inspiration. Additionally, women in the target market report that catalogs “enhance their impression of a retailer.” Furthermore, 45% report catalogs stimulate their interesting a retailers’ product and 86% have purchased an item after viewing it in a catalog (Salmon, 2013).

sponsorships 10% of budget. Sponsorships of 4 major festivals per

year. 1969 Lounge featuring pop-up shop and live music at Coachella, Bonnaroo, Governors Ball and SXSW. Shops will feature a 1969 Festival capsule collection and live music from emerging artists. Beverages will be provided as part of a partnership with GURU organic energy drinks. Temporary metallic gold and silver tattoos with the phrases “#my1969jeans” and “Peace, Love, Denim” will be distributed in the lounge in order to encourage attendees to upload their pictures with the hashtag. • More than 14.7 million Millennials attend at least one music festival every year • 93% of Millennials like brands that sponsor live music events with 8 in 10 stating that branded festivals and concerts are the best way to engage with them • 80% of Millennials who have attended a festival report that they would be more likely to purchase a sponsor’s products (Hampp, 2015).

media strategy in store experience 15% of budget. Because Millennials live in a digital world, Gap’s in-store experience will be a reflection of its digital footprint— starting with the 1969 microsite. Gap’s NYC flagship store in Herald Square will be updated to an immersive, multi-media experience. This will include: • Digital signage that displays promos and “My 1969” campaign videos • RFID tags on 1969 denim will provide fit information which will include images of the style worn on multiple body types. Customers will be able to see the information when their items are put in contact with devices logged into the 1969 microsite or app. • A lounge area with seating, digital signs and Digital Photo Booth • Digital Photo Booth that encourages users to upload #my1969 denim photos • Sales staff will carry iPads to assist with RFID tags and allow customers to make purchases without waiting in line. • DGF Architects will be commissioned to rennovate flagship to a rustic, industrial feel that will resonnate with Millennial’s passion for authenticit, Digital signage and Sales person iPads will be rolled out in key US cities during year one. All remaining stores will be updated by 2018.

loyalty program 3% of budget. The 1969 mobile rewards program

will award one point for every dollar spent on 1969 jeans. Every $200 spent will generate a $25 coupon. Mobile rewards are available on 1969 app and also communicated through email and text and push notifications. 77% of Millennials participate in loyalty programs and 78% of Millennials are more likely to purchase from brands with loyalty programs (Zoeller, 2014).

sales promotions 2% of budget. The sales promotion strategy will shift to less frequent in-store sales to encouraging customers to get discounts and coupons through the 1969 rewards program. In-store sales promotions will occur four times per year: Spring, Summer, Back to School and Holiday. This will create more excitement about sales and also help to encourage repeat customers through the 1969 Loyalty program.

budget Budget allocation directly pertains to the medium’s use among Millennials, the specific target market segments, as well as the costs associated with advertising within that medium. The budget for the My 1969 US campaign will be 10% of 2014’s US sales revenues, or $375.5M (“Gap Annual Report,” 2015). “My 1969” Campaign Budget Allocation Direct Mail

Sales Promo Loyalty Program

Digital In Store

Sponsorships

Magazine

OOH TV

Radio

Newspaper

CALENDAR

EVALUATION The following qualitative and quantitative methods will measure the stated campaign objectives: • To determine 20% target market awareness increase, the following information will be measured: • Digital media impressions and click-throughs • The number of views on social media • The reach of all paid and earned media exposure • The attendance at all events • QR scans at digital signage • To determine 10% target market share increase, the following information will be measured: • Calculate total sales / Market size • Unit market share: use denim industry reports to determine total dollar value of market (competitor’s sales revenue): Compare the 1969 denim units sold as a percentage of total market sales, measured in the same units (Saint-Leger, 2010). • To determine 30% of customers made repeat purchases the following information will be measured: • Track promo code redemptions • Measure Loyalty Program revenue • Measure increase in Loyalty Program members • Analyze repeat purchases by customer profiles • Collect data in-stores at POP • To determine 5% growth in average customer spend, the following information will be measured: • Conduct focus groups to determine how they rank 1969 denim in comparison to other denim brands. Use this data to determine average brand rank. 2 RANK • Share of Wallet =

(1-

NUMBER OF BRANDS + 1

NUMBER OF BRANDS

)

(Keiningham, 2011). 31

promotional samples magazine ad

vice sidebar

1969 microsite

promotional samples instagram sponsored post

nyc flagship with ipad kiosk

temp tattoos for festivals

DIGITAL OOH SIGNAGE

references

appendix