HELLO MARKETING PRESENTATION December 2013
TODAY’S AGENDA
OUR BRAND OUR CONSUMER 2013 REVIEW 2014 MARKETING PLANNING GERMAN LANDSCAPE
1. OUR BRAND
4 STEPS TO BRAND GROWTH 4 3 2 1 FOUNDATION
STABILISE
ENGAGE
GROW CREATE INTERNATIONAL BRAND FANS
ESTABLISH CONTINUAL DIALOGUE
DEVELOP INTERNATIONAL CONSISTENCY
ENSURE CLARITY OF BRAND
AW12 LAUNCH
SS13 LAUNCH
AW13 LAUNCH SS14 LAUNCH ONWARDS
4
BRAND GUIDELINES
OUR BRAND
6
BRINGING IT TO LIFE
2. OUR CONSUMER
UNDERSTANDING OUR CONSUMERS
3. 2013 REVIEW
SOCIAL IS GROWING Facebook Fans May 2013: 26,234
Instagram Followers May 2013: 439
November 2013: 32,193
1,551 253.3% increase
22.7% increase Twitter Followers May 2013: 2,917 November 2013: 3,291
12.8% increase
SOCIAL REPORTING
Shoemarker, Korea
Primer, Taiwan
4. MARKETING PLANNING
MULTI-CHANNEL PLAN
WINDOW DRESSING RETAIL PARTNER POS POSTER GIVEAWAYS BESPOKE CONTENT HOSPITALITY COMPETITIONS
BLOG TAKEOVERS SOCIAL SKINS NEW BLOGGER OUTREACH VIDEO CONTENT POV
RETAIL
SOCIAL
GLOBAL
MEDIA
ARTISTS FROM KEY MARKETS COMPETITION ASSETS PRESS PACKS POS INSPIRATION
MEDIA PARTNERS BESPOKE STORY ANGLES ARTIST INTERVIEWS PRODUCT PLACEMENT
A QUICK RECAP
SKREAMIZM
MELT
ONE SHOT WITH TALENTHOUSE
FACT MAGAZINE
MARKETING BOOKLET
MARKETING BOOKLET
5. GERMAN CONSUMER
EXPERIMENTALIST LANDSCAPE UK
USA Seeks adventure Extreme sports fan Lives for the ‘now’ Smaller circle of close friends
Differences
THANKS Likes on-trend sport Well travelled Introduces friends to new trends Creative girlfriend
Differences
Korea
Free and single Self confident Creative job & career goals Looking for new-ness
Free spirit Undeterred by others Opinionated Focus on enjoyment Large circle of friends
Differences
Commonalities
Finger on the pulse Seeks new experiences Has a creative outlet Friends with varied interests
Differences Likes limited edition, rare finds Independent cinema fan Small circle of friends
Germany
EXPERIMENTALIST STYLE Profile • • • • •
Very outspoken on fashion Likes the extra details on some garments Yes to graphic logos, no to brand logos Doesn’t belong to a particular scene – floats above and beyond ‘tribes’ Likes foreign brands and the opportunities of shopping abroad for pieces that will be rare at home
THANKS
Brands they connect with
PRACTICAL MAN LANDSCAPE UK
USA Skilled craftsman Enjoys far flung travel Married, family ambitions Worldly wise & open minded A gentleman, prioritises others
Older, stuck in his ways Likes to think he’s a connoisseur Forceful with his opinions
Differences
THANKS Work focused Enjoys rural environments Easy-going Avoids confrontation Enjoys time alone
Differences
Korea
Differences Creative mind-set, uncreative job Small circle of good friends Intelligent, mature mind-set Commonalities
Enjoys cultured foreign travel Long term partner Clear comfort boundaries Physically active Differences Mature mindset, but not age Likes wine and dinner parties Intelligent, mature friends
Germany
PRACTICAL MAN STYLE Profile Brands they connect with • Wants to be perceived as a classically snappy dresser • Important to dress age-appropriate - wants to project the image of a mature and modern young man • Good quality is important to him, he’ll pay more for a top-quality item that lasts longer
THANKS
IDENTITY SEEKER LANDSCAPE USA
UK
Sports driven lifestyle Baseball, basketball BBQs over pubs Sports watching & playing friends His friends are his identity
Differences
THANKS
Enjoys sports road trips, Football, surfing, gym Games are a social focus point Loves to party Into music – vinyl collector
Differences
Lives in a quiet unexciting area Must feel connected to like minded people Friends are people he plays sport with Commonalities
Mostly male friends Watches games as social activity Sociable, likes a beer or three Aikido, football,Differences boxing, karate Looks after his body Loves big, powerful foreign brands
Korea
Sport brings people together Differences Motorsports, gym, football, cycling Weekend sports trips Likes to go clubbing
Germany
IDENTITY SEEKER STYLE Profile • Likes a classic, athletic style - jeans, hoodies and sneakers are his main fashion items • Slightly experimental when it comes to colours, but not when it comes to styles • Could be convinced to try new things if they still make him look youthful and athletic • Cares that other people know he’s into sports • Wears similar outfits for multiple occasions, not too much variety in his wardrobe
THANKS
Brands they connect with
WHAT WE KNOW Our customer are more likely to live in the regions than the cities Hamburg is a key city, followed by Berlin and Munich Our average buyer is 22 – 35 (and getting older) Their aov is quite high (€160+) They tend to be very product loyal, though don’t know a lot about our brand
GERMAN BRAND ADJACENCIES
Caharrt Adidas Originals Ben Sherman Fred Perry Lacoste Rosko IrieDaily G Star Levis Vans
THANK YOU