connect clothing store advertising plan
DESCRIPTION
TRANSCRIPT
Introduction to
• Chicago boutique with two locations: Lincoln Park and Wicker Park
• Specializes in versatile apparel for outdoor and everyday wear
• Self-described as “Patagonia meets Prada”
• Most clothing is water-resistant, odor-resistant, and wrinkle-free
• Exclusive Chicago retailer for several brands
• Features sustainable clothing
Target Market Profile
• Mid- to upper-income, urban men and women 25-40 years old
• On-the-go lifestyle
• Love fashion and comfort
• Need versatility in their clothing
• Have “green” concerns
Positioning Statement
To mid- to upper-income, urban men and women 25-40 years old who trend toward purchasing stylish, yet comfortable clothing, Connect is the boutique-clothing store that joins outdoor-centric styles with chic, urban fashion because people want clothes that look great whether worn at the office, in a restaurant, or on top of a mountain.
Marketing & Communications Problem
• What the consumer does not know:
• The store exists and has two locations
• Connect combines fashion and functionality as outdoor clothing
• What the consumer does not believe/feel:
• There is a need for versatile clothing
• There is clothing that combines fashion and functionality
• The clothing is worth the price
• What the consumer does not do:
• Seek out Connect as a destination for shopping
Message Strategy
Connect has fashionable clothing that is functional both indoors and outdoors.
Brand Image• Chic
• Look great everywhere, even in the most rugged places.
• Classy, fashionable, fun
• Busy lifestyle, down-to-earth, always time for entertainment
Tone
• Modern
• Sophisticated
• Cool
• Hip
• Urban
• In-the-Know
Consumer Response Our target should be aware of Connect and place
Connect into their consideration set.
Ads should elicit a positive emotional response toward the benefits of clothing purchased from Connect.
Consumer Self-Talk
“I want a jacket that looks great everywhere. I’m going to Connect because they have that jacket.”
Story Board
Open on a man skiing. At the bottom of the slope he takes off skis and walks into upscale lodge.
Man walks through lodge into upscale boutique restaurant. He then walks outside onto a downtown city street.
Valet pulls up car. Man opens passenger door for a lady dressed in an evening gown. He hops in car and drives off. Title Card appears.
James Bond-esque orchestral music plays throughout. The spot is shot as one continuous take.
Print Ad
Newspaper Ad
Campaign Details• Advertising campaign will launch new tagline: Urban Fashion, Outdoor Function
• In-store and store-front materials will be revised to carry new brand message to create a better link between the in-store and out-of-store communication
• As awareness for this campaign is key. Logo and brand message will have great prominence in this series of advertisements
• Subsequent advertisements in this campaign will feature women’s clothing and message more strongly to women
Questions