55DSL A Branding Adventure
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AGENDA THE BRAND
THE TARGET
THE PLAN
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THE BRAND
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THE HISTORY Active Sports Wear action sports
2011
2004 2008 2007
2000
1998
1994
2006 2010
Today
Urban Street Wear action sports, graphic design, music, urban culture
TOMORROW
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THE PRODUCT
Male and female street-wear collection ★
Limited edition(10.55) T-shirts + “Flash Ts” ★
★
A strong focus on graphic T-shirt
Collaboration with artists and other brands ★
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THE PRICE Highest price of 55DSL aligns with the lowest of DIESEL ★ Similar price level with major competitors ★
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THE PLACE
DISTRIBUTION ★ Present in 31 countries, strong presence in Japan, Italy, Hongkong, UK, Benelux and USA (recently withdrew from PR.China) Flagship stores + stand-alone shops+ Shop in Shop + online ★
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THE PROMOTION COMMUNICATION ★ Social media: Facebook+ Twitter+Youtube ★ Limited magazine prints ★ Events promotion ★ Mainly online communication SALES PROMOTION ★ Free shipping over 120 euros
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THE LANDSCAPE 55DSL is on route to a competitive positioning compared to major competitors in terms of price and style
Nike Adidas Puma
PRICE High
DIESEL G-STAR
Billabong adidas Quiksilver originals Volcom Vans Converse
Athletic
CK TommyHilfiger
A&F American Apparel
Hollister
Casual
STYLE
Mango Topshop ZARA
Budget Sporty Brands
American Eagle Pull&bear ONLY Bershka Jack&Jones Forever21 H&M Low 9
THE LANDSCAPE
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BENCH MARKING BRAND VALUE
innovation creativity rebel
originality sporting heritage
BRAND IMAGE
sexy modern premium
sporty retro chic
young playful
TARGET AGE
20-35
14-25
16-24
INSPIRATION
youth travel
hip hop sports
music graphic design action sports
TAGLINE
for successful living
celebrate originality
live at least 55 seconds per day
creativity independence DIY
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BENCH MARKING
1,000,000
10,950,046
17,089
25,567
115,218
3,358
694,903 channel views Diesel Island Life “STUPID� videos videos from Diesel around the world
883,903 channel views product teasers Lookbook New Arrivals Event photos creation using brands product
13,372 channel views very few videos content seems random no recent updates
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THE COMMUNICATION
e c n
low frequent updates
+
-
a v e el
r
lack engagement
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THE COMMUNICATION
A mixture of different tones of voices in communication, sometimes low-key, sometimes outrageous
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THE BRAND PLATFORM - today ROLE
UNIQUE
PERFORMANCE DIFFERENCES (Functional)
PERSONALITY (Emotional)
The only original ITALIAN streetwear brand
SOURCE OF AUTHORITY
a part of DIESEL deep understanding of fashion and style
ADVANTAGEOUS
collaboration with other brands and artists
NECESSARY
quality and comfort
NEGATIVE ISSUES
product design not well differentiated
creative, fun-loving, active
brand personality not well communicated
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THE VISUAL METAPHOR - today
FUN SPORTY Loud Colourful Street
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THE TARGET
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CURRENT CONSUMERS
itter w t d n a s n ook fa b e c a f s ’ L from DS e 5 5 m o g c n i y m d e u China lot of th From st s a a d h e c c u i s t o s we n untrie o c n a i s as – A followers, l l y e b w d s e a , w a , follo Kore d n a n a p Colombia a ,J nd the ) a n K a U w i d a T e , d g t inclu n e s e (Hongkon r p s e i countr r e h t O . y l Ita on. i g e r n a k l Ba
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The general age of the brand’s fans and followers ranges from around 16 to 28, even though you can also see some older people, even married with kids. Most of the fans are males, the majority of females come from Asian countries. There are a lot of students, designers and photographers, and other similar professional background.
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It is apparent that the Fan’s preferences in music, sports and other interests seem to be spread out. There are a few groups of people with similar tastes in the categories mentioned above. ★
Most of them are interested in sports, though not necessarily street action sports, but more of traditional – soccer, basketball, formula 1, etc. ★
This came rather surprising since 55DSL was targeting a niche market ★
Clothing brands other than 55 DSL - Diesel, Adidas Originals, Ray Ban, the North Face, Lacoste, Levi’s TV & Movies – MTV, MTV Latino, E-entertainment ,The Simpsons, Jackassworld Magazines - Tokion, Dazed and Confused , Vogue, The love magazine, Interview, Polkadot
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Davide Riboldi
“ It is a cool brand, seems so young and full of color....i love the t shirts and the jeans”
Rossella Fantinato
“55dsl represents for me street style, very close to people who are "globe trotter", "art lovers" (especially street art, graffiti etc.). People full of energy and creativity. I wear 55dsl , I really love when there are collaborations with artists to create the new design for t-shirts, sweatshirts etc. So, I love also the international mood and the support the brand gives to art.” ナルト ベン
“I love their design and colourfulness”
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MARKETING SURVEY
• • •
337 responses
•
15 questions regarding buying behaviour, brand preference, and specific brand perception
79% fall in the target age range(16-24) Geographically spread out, mainly concentrated in Italy, Colombia, Canada, Turkey
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Q: “What are the top 3 brands you buy most often?”
y e v r u S g in t e k r a ands M r : b l e e c r a r p ap Sou the top 3 re ?” “What a buy most often you
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Q: “What are the most important things to you while choosing an apparel brand?�
unique design
affordable prices
product quality
shopping experience
brand name and image
emotional bond with the brand
y e v r u S g in t e k r a M Source:
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Source:
y e v r u S g n i t e k r a M
school/workplace?� 200
others sports arenas parks waterside house parties restaurants, cafes undergroun d spots
home
streets
bars/clubs 0
Q: “Where do you often hangout outside of 250
150
100
50
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Q: “Which media do you use most often for getting information?�
y e v r u S g in t e k r a M Source:
200 150 100 50 0
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Q: “How much money do you spend monthly for clothing?” y e v r u S g in t e k r a M Source:
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“Have you heard of the brand 55DSL?”
30%
YES NO 70%
Source:
y e v r u S g n i t e k r a M
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Q: “What’s your impression of this brand?”
FUN
SPORTY
Young Loud Colourful Hipster Street
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impression from.... YES
NO
30% people who have heard of 55DSL
people who buy from 55DSL
70%
people who have not heard of 55DSL
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EXTERNAL RESEARCH
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“consumers prefer to react on brand updates rather than start a conversation with a brand themselves.�
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INTERVIEW
•
Please refer to the Focus Group and the Cool hunting videos
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FINDINGS
• mix & match • attention to detail • personal touch • social • no defined style • digital savvy • products > brands 34
THE PLAN
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THE AMBITION
“
To become the most desirable
casualwear brand by young consumer target (16-24, boys & girls) inspired by
street, design, art & music
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THE STEPS
Consolidate a strong differentiation point and value proposition
Communicate a consistent brand image to broader audience
Drive brand awareness and build a brand community
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THE BIG IDEA Involving the consumers into the branding formula as opposed to elevating the brand above them ★
Leveraging the brand’s connection with the influencers and share such advantage with the consumer
YOUth
★
55DSL
INFLUENCER
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LIFESTYLE
MINDSET
Our research indicates that many brand fans of 55DSL are outside of the target age range. It appears that they focuses more on their mental age than the actual ones, which brought us to the idea of transforming 55DSL from a “Lifestyle” brand to a “Mindset” brand ★
★
To really connect with the youthful minds, get in their heads, as opposed to fit them into a certain lifestyle
spontaneity
experiments impulse
exploration
carefree
confusion
YOUTH
curiosity
boldness
adventure
energy
imagination nowness
fearlessness possibility purity
changes
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★
A set of proposed mindsets for 55DSL
VIGOROUS
funloving
courageous
active
lively
bright
energetic rebellious
spontaneous
carefree
BOUNDARYLESS
VIVID dynamic
optimistic independent
expressive
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THE BRAND PLATFORM - today ROLE
UNIQUE
PERFORMANCE DIFFERENCES (Functional)
PERSONALITY (Emotional)
SOURCE OF AUTHORITY a part of DIESEL deep understanding of fashion and style
The only original ITALIAN streetwear
ADVANTAGEOUS
collaboration with other brands and artists
NECESSARY
quality and comfort
NEGATIVE ISSUES
product design not well differentiated
creative, funloving, active
brand personality not well communicated
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THE BRAND PLATFORM - tomorrow ROLE
UNIQUE
ADVANTAGEOUS
a casualwear brand that enables you to create a whole new space to explore and express your own personality
PERFORMANCE DIFFERENCES (Functional)
PERSONALITY (Emotional)
SOURCE OF AUTHORITY
brings together the best of different worlds by allowing you to become part of the brand
open-minded, exploratory, boundary-less
Diesel - A guarantee of product quality and the daring spirit ------Italian - A deep understanding of fashion and style
quality product design
creative fun-loving
NECESSARY NEGATIVE ISSUES
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STATEMENT OF DIFFERENTIATION ★ In a world filled with the
instructions and restrictions, people are living under
pressure from all sorts of constraints and expectations, they are looking for a
way to
escape
★ 55DSL is a
gateway to fine-tune the reality of people with a carefree, lively
and exploratory mindset
★ Unlike the other fashion apparel brands, only 55DSL can rightfully enable youthful minds to
create a district of their own existence by allowing them to interact
with all aspects of the brand
★ Thus, 55DSL is the place to leverage people’s own background and experience where they can freely
embrace and declare the power of their individuality
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VISUAL METAPHOR Tomorrow Young, Energetic, Unconventional, Fun
Sporty, Fun, Loud, Colourful, Street
Today
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VERBAL BRAND DRIVER
★ Upgrade Your Reality
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BRAND BELIEF
★ The adventures in life become unique because of
you, but you can’t do it without good companionship
★ The best way to express individuality is to see what the others have got
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Redefine STREET
NEW STREET
OLD STREET
★ ★ ★
action sports graffiti urban
a personalized public space signed by you
★
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introducing ...
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DISTRICT 55 ★
A virtual space that collects and exhibits people’s individuality which allows them to translate their youthful mindset into a customized and privatized public sphere
★
An ever-expanding melting pot of different sub-cultures, interests, and talents, where people can interact and socialize, as well as share their differences or commonalities
★
A boundary-less and dynamic territory where nothing is defined nor permanent but completely up to the beholder’s imagination and state of mind
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THE MAPS
★
Maps are the first thing one needs when entering into a new territory for a better navigation and experience
★
A map is a tool, a guide, and a perfect companion
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★
55DSL is the map displaying the merged essence of different people and worlds in our new territory: District55. It is a perfect companion for the adventures in discovering the world and yourselves gathering the best of each and every one of you, and giving it all back
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Escaping from reality Exclusive
★
Upgrading reality Inclusive
District 55 resembles the tie with the brother brand DIESEL, while differentiating from it with a more youthful spirit
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INTEGRATED CUSTOMER JOURNEY product
store
customer
events
communication
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product mix ★
D.I.Y ★
mix of the old and the new, mix of different sub-cultures and styles
the old and the new
leverage the italian identity with the deep understanding of design and fashion
italian design 55
APPROACH • As our research indicated, the Product and the Design is the key
• Increase product selection to address a
broader, audience; add a selection of accessories that can be mixed and assembled
• Obtain and value the opinion from consumers, grant them with higher control over product and involve them into the designing process
• Launch a series of maps for each season reflecting the theme of the collection
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fun
store
energetic
extensive
★ ★ ★
Look&Feel: energetic, extensive, modern, fun Dynamic interior A “gateway” that leads you into other spaces
dynamic/adjustable 57
APPROACH • Decorate with elements that customers can
freely arrange to create images - e.g. A wall with magnets, post-its, and other small mobile gadgets. See: http://www.youtube.com/watch? v=znN4vKL8baA for inspiration
• Camera that broadcasts interaction in 55DSL
stores around the world, large display on interactive screens, which customers can play with while gather and share information about the brand, events, etc.
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communication
conversation
connection
integration
open sharing 59
APPROACH • •
•
Construct District55 as an open platform consolidating brand’s online resource, allowing the users to bring in their own content Features may include: ★ alternative map of a city, showing the “cool spots”, events, discoveries ★ “create your own event” ★ show room/studio55 Create Call-To-Action campaigns to generate buzz and obtain initial platform users
• • • • •
Build the social network channels around District 55 Improve content relevance to target audience, strengthen the tie with brand and its offerings Leverage viral influence of Youtube and Vimeo videos among targets Take advantage of popularity of smartphone apps among targets Frequent updates and close moderation with a consistent tone of voice - energetic and upbeat
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events
meaningful
unconventional
fun
• Gather and Connect • Have fun making a difference • Teasing - Activation Engagement • Experience -> Meaning -> Value
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APPROACH ★ 55DSL x YOU
•
Organize cross-platform events that connects people from all over the world - participate either in real life or online
•
Provide opportunities for event feedbacks since offline experiences are the best online conversation starters
•
Inject meanings to events, stray away from just parties or sporting competitions
•
Provide specially designed plain white T and creative kits and let people make their own t-shirt on May 5th in flagship stores around the world
•
Money goes to a charity that help improving youth life in underdeveloped areas
•
Have fun upgrading your own reality, which in turn also upgrades other’s
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SOURCES AND REFERENCES Blogs: George Chamoun, “Brilliant collage photo” http://thecuriousbrain.com/? p=24486#.TmpUU1Pb73Q.facebook Peter Turchi, “Maps of imagination” http://www.peterturchi.com/bk-maps.html
Websites: http://55dsl.com/ http://www.diesel.com/island http://www.facebook.com/FiftyFiveDSL http://55dsl.com/blog/ http://www.facebook.com/adidasoriginals
Videos: http://www.youtube.com/watch?v=znN4vKL8baA http://vimeo.com/27246366
Articles: Charlie Horsey, “Four ways to connect with Gen Y this season” http://m.adage.com/
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thank you!
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