denim andsupplyppt
TRANSCRIPT
Kelly Van Kampen - ADV 420
Ralph Lauren - Denim & SupplyNew Media Marketing Presentation
Introduction
✤ Ralph Lauren introduced line August 2011
✤ “A new approach to denim and sportswear that captures the authentic character of found vintage pieces, effortlessly styled with a young, individualistic spirit”
✤ In the US, sold in Macy’s Department stores across the nation and online
✤ Created to give the warehouse Brooklyn feel to consumers
Our Goal
✤ Increase denim pants and denim shorts sales for men & women
✤ Make Denim & Supply become a larger division of the Ralph Lauren Brand
✤ Receive more attention to our audience
✤ Extend Direct-to-Customer reach via Ralph Lauren Stores and E-commerce
For the women-
✤ Continuation of the promotion of clothingin magazines (and with celebrities much likeLauren Conrad on Lucky Magazine)
✤ Targeting younger generation audience
For the Men-
✤ Recently teamed up with Grammy NomineeSwedish DJ Avicii for promotions
Social Media Take-over
✤ Make a more known approach on social medias
✤ Already have a Facebook Page - create contest of liking page/sharing picture
✤ Instagram/Twitter Contest
✤ Internship Program Contest through YouTube
✤ Popup Ad on Pandora
✤ Key: Reaching out to what our target audience likes & wants and expanding on that!
✤ Start with YouTube Ad featuring Avicii to
introduce sales and contest
✤ Promoting attention and sales through social
media/YouTube - exclusive offers
✤ Work with Macy’s to have special coupons/signs and
deals
Tracking
✤ YouTube Views for intro video
✤ E-Commerce Tracking
✤ Contest Entries/ Likes on Facebook
✤ Number of coupons used
✤ Google Analytics
✤ Social Media - $250/hour to setup and maintain
✤ E-commerce Advertising- $5,000
✤ Filming for YouTube Advertisement - $150,000
✤ Ad on Pandora- $10,000
Budget Breakdown
Overall
✤ Overall goal is to leave a positive impression on audience of brand and of Denim and Supply line
✤ Increase Sales through YouTube Videos, Twitter Contests, and In-store Advertisements for potential free concert tickets
✤ Sell more Jeans from Denim and Supply line. Find a fit for everyone!