Hunter Kids by Jocelyn Morera Boza

KIDS

TA B L E O F C O N T E N T S

I. Brand Story I I . M a r k e t Re s e a r ch I I I . Ta rg e t M a r k e t I V. C o n ce p t u a l M a r k e t i n g B r i e f V. M a r k e t i n g I t e m s

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“CHILDREN NEED THE FREEDOM A N D T I M E T O P L A Y. P L A Y I S N O T A L U X U R Y. P L A Y I S A N E C E S S I T Y. ” -Kay Redfield Jamison-

BRAND STORY Brand Name Full Name: Hunter Boot Ltd. Primary Brand: Hunter Proposed Brand Extension: Hunter Kids Mission Statement H u n t e r w a s b o r n o u t o f t h e B r i t i s h o b s e s s i o n t o u n e a r t h s o m e t h i n g n e w. Fo r g e d b y t h e d e s i r e t o d i s c o v e r, t h e s p i r i t o f H u n t e r w a s c r e a t e d . We t a k e t h e p a t h that others dare not take. Always innovating. Always evolving what it means to b e B r i t i s h . We p u r s u e a s i m p l e , p e r f e c t f u n c t i o n . S i n c e 1 8 5 6 , w e ’ v e e q u i p p e d t h e p e o p l e w h o w a n t t o f i n d t h e i r o w n p a t h . I f y o u ’ r e b o r n a p i o n e e r, y o u ’ r e a l w a y s l i v i n g i n a n e r a o f d i s c o v e r y. Hunter Kids upholds this mission in all aspects of its line, providing innovative footwear and outwear that allows kids to explore, discover and play in all aspects of their lives. B r a n d Va l u e s Innovation – Functionality – Playfulness – Heritage – Adventurous Business Strategy (Unique S elling Point) Hunter Kids combines the product quality and style of Hunter while creating f u n c t i o n a l o u t e r w e a r f o r c h i l d r e n ’ s e v e r y d a y w e a r.

BRAND STORY Brand History Hunter is a British heritage brand renowned for its iconic Original boot. Fo u n d e d i n S c o t l a n d i n 1 8 5 6 b y A m e r i c a n e n t r e p r e n e u r H e n r y L e e N o r r i s a s t h e N o r t h B r i t i s h R u b b e r C o m p a n y, t h e b r a n d h a s a h i s t o r y o f i n n o v a t i o n a n d pioneering design. To d a y H u n t e r i s h e a d q u a r t e r e d i n E d i n b u r g h , S c o t l a n d w i t h a d d i t i o n a l o f f i c e s i n L o n d o n , N e w Yo r k a n d D u s s e l d o r f . T h e b r a n d b u i l d s i t s h e r i t a g e o f a l m o s t 160 years on creating footwear and outerwear to protect from the weather and perform across all terrains. The Original boot is at the heart of this. Introduced in 1956, the design is still made using many of the same heritage techniques and is handcrafted from 28 parts. H u n t e r h o l d s t w o R o y a l Wa r r a n t s b y A p p o i n t m e n t t o H M T h e Q u e e n a n d H R H T h e D u k e o f E d i n b u r g h a s s u p p l i e r s o f w a t e r p r o o f f o o t w e a r. A n a c c o l a d e awarded to those who have provided products to the royal households for at least 5 years, Hunter received the first in 1977 from the Duke of Edinburgh and the second from HM The Queen in 1986. A l a s d h a i r Wi l l i s w a s a n n o u n c e d C r e a t i v e D i r e c t o r f o r H u n t e r i n 2 0 1 3 . U n d e r h i s d i r e c t i o n H u n t e r O r i g i n a l w a s l a u n c h e d w i t h a r u n w a y s h o w a t L o n d o n Fa s h i o n We e k , s h o w c a s i n g n e w f o o t w e a r, o u t e r w e a r a n d k n i t w e a r, a l o n g s i d e t h e i c o n i c Original boot. Hunter Field, a new brand category based on technical products made with pioneering manufacturing techniques and materials, was unveiled for Spring/Summer 2015. Hunter Kids will be introduced in Spring/Summer 2016.

MARKET RESEARCH Global Market Overview The childrenswear market consists of baby c l o t h i n g , b o y s a c t i v e w e a r, b o y s c a s u a l w e a r, b o y s e s s e n t i a l s , b o y s f o r m a l w e a r, b o y s o u t e r w e a r, g i r l s a c t i v e w e a r, g i r l s c a s u a l w e a r, g i r l s e s s e n t i a l s , g i r l s f o r m a l w e a r, g i r l s outerwear and toddler clothing. The global childrenswear market was valued at $216.2 billion in 2013 and is anticipated to reach $291.5 billion by 2018, which would be an increase of 34.8% since 2013. United States Market Size The childrenswear market in the United States represents 26.5% of the global childrenswear market value. As part of the Americas, the U.S. is included in the largest segment of the global childrenswear market, followed by the Asia-Pacific and Europe, r e s p e c t i v e l y. I n 2 0 1 3 t h e U . S . c h i l d r e n s w e a r market was valued at $57.2 billion. The U.S. market is forecast to reach $70.1 billion, a 22.4% increase since 2013.

MARKET RESEARCH Growth Potential The U.S. childrenswear market has experienced moderate levels of growth over t h e p a s t f i v e y e a r s a n d c o n t i n u e d s t e a d y, m o d e r a t e g r o w t h i s a n t i c i p a t e d a l l t h e way through 2018. Despite an anticipated CAGR drop from the 4.7% seen from 2009-2013 to a 4.1% CAGR from 2013-2018, the U.S. childerenswear market is still described as a robustly growing segment. While parents have always been concerned for the cleanliness of children, i t w a s n ’ t u n t i l a f t e r t h e S e c o n d Wo r l d Wa r t h a t p a r e n t s s t a r t e d t o p a y m o r e attention to the style of their children. In recent years social factors like rapidly growing birth rates, parents having children later in their lives and an influx of baby-boomer aged grandparents that have larger disposable incomes than ever before have led to the growth of the luxury childrenswear market. This resulted in the introduction of children’s extensions to brands like Lanvin, Gucci, Dolce and Gabbana, Marc Jacobs and Oscar de la Renta, among many others. A major critique of these designer childrenswear lines is that they don’t create styles that still allow children to be children while catering to the easy-care needs desired by children’s caretakers. This notion, combined with the success of other childrenswear lines released by pre-existing designer labels and the growing childrenswear market create the perfect market conditions for the introduction of Hunter Kids.

TA R G E T M A R K E T Hunter Kids will be targeted at parents primarily between the ages of 25 â&#x20AC;&#x201C; 45 in the United States. The line is geared towards children in the age range of 2 â&#x20AC;&#x201C; 8 years old.

TA R G E T M A R K E T

Persona #1: Rebecca

Persona #1: Alice

Age: 36

Age: 28

Martial Status: Married

Occupation: Creative Director

Occupation: Freelance Graphic Designer

Income: $500,000

Income: $100,000

M e d i a : Te c h S a v v y

M e d i a : Fa c e b o o k , I n s t a g r a m , P i n t e r e s t , Tw i t t e r

Children: One Daughter

Children: One Son

Daughter’s Name: Olivia

Daughter’s Name: Isaac

Daughter’s Age: 5

Daughter’s Age: 3

About: Rebecca is always really busy so every second she spends with her daughter is precious. She likes design and makes sure her daughter is as well dressed as she is. She doesn’t want to deprive her daughter of doing anything kids want to do but not in her expensive clothes. Olivia loves to pretend she i s a s p y, s o s h e i s a l w a y s s o l v i n g m y s t e r i e s around the house.

About: Alice is a stay at home mom that loves to do all kinds of activities with her child. She works from her home while her son is at school, but once he arrives it is all play time. She wants Isaac to be as comfortable as possible while playing with his art materials or hanging out discovering nature in the backyard.

TA R G E T M A R K E T Persona #1: Joseph Age: 42 Martial Status: Married Occupation: Managing Director at an Investment Bank Income: $2,000,000 M e d i a : Tw i t t e r Children: Son & Daughter Daughter’s Name: David & Samantha Daughter’s Age: 8 & 6 About: Joseph is a family man. He has to travel a lot for work during the week, but he always manages to get home for the weekend. He is fun and loves to hang out with his children. He sees that his children spend a lot of time at home on their iPads, so when he is home they are always outside. The kids love it when he is home.

“KIDS ARE BORN CURIOUS ABOUT T H E N AT U R A L W O R L D . T H E Y A R E A LW AY S T U R N I N G O V E R R O C K S , JUMPING WITH TWO FEET INTO MUD P U D D L E S A N D P L AY I N G W I T H T H E TA B L E C L O T H A N D F I N E C H I N A . ” -Neil deGrasse Tyson-

PROJECT CONCEPT

CONCEPTUAL MARKETING BRIEF Branding Changes: Hunter is going to launch its own outerwear line for kids. The company already has a kids footwear collection, but they will expand it to outerwear with Hunter Kids in Spring/Summer 2016. Insight: • No outerwear specifically for kids • Parents worry about their kids and want to keep them warm, cool, protected, safe and clean • Parents hate when their kids get dirty • Moms with toddlers will love these too. Finally here’s a fun pair of rain boots that you can fashionably wear while joining your young ones jumping in puddles or romping around the local farm or petting zoo • Hunter boots are great for commutes and stylish enough • H u n t e r b o o t s a r e a w e s o m e a t k e e p i n g f e e t d r y. T h e y a r e e a s y t o s q u i s h down into a handbag Concept: “Let Kids Be Kids” C o n c e p t D e s c r i p t i o n : K i d s l i k e t o g e t d i r t y. T h e y w a n t t o p l a y o u t s i d e . T h e y have no concept of when the weather is bad, what they are staining or the mess they are making. Hunter encourages kids to be who they are. By wearing Hunter outerwear kids are going to be able to do anything, say anything and be anything all while staying protected from the elements. Ta g l i n e : H u n t e r – L e t K i d s B e K i d s

C A M PA I G N C O L O R PA L E T T E

C A M PA I G N B A C K G R O U N D I L L U S T R AT I O N S

C A M PA I G N P R O D U C T I L L U S T R AT I O N S

C A M PA I G N V I D E O I L L U S T R AT I O N S

HUNTER MARKETING MANUAL

MARKETING ITEMS Marketing Manual - Logo

MARKETING ITEMS Marketing Manual - Color Palette

The logo consists of the word Hunter together with a red frame. The logo is never to be used without the red frame. The Hunter logo should only appear on black or white backgrounds where possible. Exceptions to this rule will only be made in the cases of product d e s i g n a n d p h o t o g r a p h i c i m a g e r y. To p r o t e c t t h e i n t e g r i t y o f t h e H u n t e r logo we have created an exclusion zone that no other graphic elements should encroach upon. The size of this zone is defined by the height of the â&#x20AC;&#x2DC;Hâ&#x20AC;&#x2122; of the intended mark. The depth should be equal top and bottom and also on both margins.

BLACK C40 M40 Y40 K100 R0 G0 B0

WHITE C0 M0 Y0 K0 R255 G255 B255

HUNTER RED C0 M90 Y75 K0 R238 G64 B67

COOL GREY C0 M2 Y0 K60 R128 G126 B130

Marketing Manual - Typography

ABCDEFGHIJKLM NOPQRSTUVYXYZ

abcdefghijklm nopqrstuv

Headline Copy Akzidenz Grotesk Super

Brand Body Copy Akzidenz Grotesk

ABCDEFGHIJKLM NOPQRSTUVYXYZ

abcdefghijklm nopqrstuv

Headline Copy Hercules Text, Bold

Brand Body Copy Hercules Text, Regular

ABCDEFGHIJKLM NOPQRSTUVYXYZ

abcdefghijklm nopqrstuv

Headline Copy Century Gothic, Bold

Brand Body Copy Century Gothic, Regular

HUNTER KIDS LOGO

MARKETING ITEMS

Logo Development

KIDS

Final Logo

KIDS

P R E S S M AT E R I A L S

PRESS RELEASE

E V E N T I N V I TAT I O N

August 7, 2015 FOR IMMEDIATE RELEASE Hunter Boots Ltd. 140 West 57th Street New York, NY 10019 Hunter Announces Brand Extension “Hunter Kids” Hunter Boots Ltd. will add children’s outerwear to their existing kids boot line New York – Hunter, the UK’s leading designer and retailer of quality wellington boots, announced the introduction of Hunter Kids Friday morning. The twenty-item line emphasizes the innovation, playfulness and style of the Hunter brand while creating functional outerwear for children. Hunter Creative Director Alasdhair Willis was inspired by the idea that children need clothes that allow them to get dirty, explore and be adventurous. With this in mind, he created a range of jackets, ponchos and miniature versions of the iconic Hunter boots that will appeal to both parents and children alike.

HUNTER KIDS August 7 I 2pm I Central Park

The line will be available for purchase through the Hunter ecommerce site as well as in Hunter retailers starting today. About Hunter: Established in 1856 as the North British Rubber Company, Hunter has over 150 years of boot-making expertise. Hunter’s iconic Original green wellington was first produced in 1955. With offices in London, Edinburgh and New York, Hunter now sells a wide range of other footwear as well as apparel, bags, socks and related accessories. Hunter is a holder of two Royal Warrants. In 2012, funds managed by Searchlight Capital Partners L.P. became majority shareholders in the Company.

LET KIDS BE KIDS

Contact: Nina West, Junior Marketing Executive nina.west@hunter-boot.com 207-307-9869 ###

LOOK BOOK COVER

SPRING/SUMMER 15

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LOOK BOOK COVER MOCKUP

S T O R E C O L L AT E R A L

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PRINT ADVERTISEMENTS

PRINT ADVERTISEMENT #1

PRINT ADVERTISEMENT #2

This is a Hunter jacket, waterproof, for 45 degree weather for your little ones, it's icy cold outside but your child won’t know it.

This is a mini Hunter Umbrella, colorful and

HUNTER KIDS- LET KIDS BE KIDS

durable, it’s raining outside but your child won’t know it. Rain, Rain come and play!

PRINT ADVERTISEMENT #3

This is a Hunter Poncho, now your child can play in the rain like they would in the shine.

HUNTER KIDS- LET KIDS BE KIDS

PRINT ADVERTISEMENT #1 MOCK UP

PRINT ADVERTISEMENT #2 MOCK UP

PRINT ADVERTISEMENT #3 MOCK UP

BILLBOARD

BILLBOARD MOCK UP

GUERILLA ADVERTISEMENT

GUERILLA ADVERTISEMENT MOCK UP

INTERACTIVE ADVERTISEMENTS

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I N T E R A C T I V E S U B W AY A D

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I N S TA G R A M V I D E O S

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WEB CONTENT

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KIDS

Jocelyn Morera - Pamela Duque - Krista Bellardo LXFM 740 Spring 2015