LAUNCHING THE BELGIAN DUFFEL COAT BRAND CONCEPT AND U.S. STRATEGY AUGUST 14, 2015

Brought to you by:

BRIEFING

1 • Introduce and popularize the duffel coat in the American market,

claiming to be the “original duffel” from Antwerp, Belgium.

2 • Keep in mind a limited budget, below that of the U.S. competition.

3 • Payoff should be: “Original Duffel”

4 • Unique selling proposition should be: “Made in Belgium.”

STRATEGIC INSIGHTS

STRATEGIC INSIGHTS

1 • When it comes to coats and fashion, claims such as “Original Duffel” and

“Made in Belgium” don’t hold much weight in the minds of your average

American citizen.

We educate Americans in order to create value for both

“Original Duffel” (as a material), and “Made in Belgium” (as a place of origin).

THIS MEANS:

STRATEGIC INSIGHTS

2 • Americans are patriotic, proud of what is “Made in the USA”.

However, while local products elicit pride, foreign products (particularly those

from Europe) elicit sophistication and a sense of refined fashion.

We flaunt our product’s country of origin as proof of our

sophistication, quality and high sense of fashion.

THIS MEANS:

STRATEGIC INSIGHTS

3 • For Americans, utility is king. Craftsmanship and quality are appreciated, but

Americans, as a culture, value no-nonsense products that get the job done.

We position our product as, more than just a fashionable item,

a truly worthy and functional winter coat.

THIS MEANS:

STRATEGIC INSIGHTS

4 • In keeping with their country’s origins, Americans value independence,

individual liberty and success through effort.

We conceptually position our product as one that embodies the

American individualistic spirit and enhances the American sense of self.

THIS MEANS:

BIG IDEA

MANIFESTO

There’s a strength that comes �from knowing who you really are.

  An inner steadfastness.

An unwavering stability. A perpetual sense of conviction that comes

from knowing you will not be shaken.  

To not be shaken, however, isn’t easy… Not in a world that’s constantly urging you to evolve, or die…

To change with the seasons, or get left behind… To yield to external forces—family, friends, societal mores—

and let them do the shaping rather than you shape yourself.

There’s a strength that comes �from knowing who you really are.

From knowing what you’re really worth…

Because when you know where you’ve come from…�When you know what you’re made of…�

And when you know what you’re capable of… That’s when you become unbreakable.�

Unshakeable. Impermeable.  

Some might call you stubborn. Unyielding. Headstrong. But when you walk into that crowded room and everyone else goes quiet…

You’ll know you are the one commanding everyone else’s respect… Because you’re not there to be moved.

You’re there to move.  

The road is harsh, so brace yourself.�You know who you are.

And you know you’ll never yield.

CREATIVE PLATFORM

DUFFELTERRA Never Yield

BIG IDEA

A DUFFELTERRA COAT IS A REFLECTION OF

INNER STRENGTHYOU DEFEND YOURSELF AGAINST THE WORLD.

DUFFELTERRA DEFENDS YOU AGAINST THE ELEMENTS.

STRATEGY/PLANNING

STRATEGY/PLANNING

FOCUS ON TOUCHPOINTS WHERE WE CAN

EDUCATE THE CONSUMER AND DEMONSTRATE OUR PRODUCT VIRTUES 1

STRATEGY/PLANNING

START WITH THE INFLUENCERS AND TRICKLE OUR WAY DOWN. 2

STRATEGY/PLANNING

1 • Product

2 • Influencers

3. • Social Media

4 • DuffelTerra Online Store

5 • Fashion Seeding

6 • Key Retail Presence

7 • Popular Media

HOW:

STRATEGY/PLANNING

1 • Launch with 1 KEY PRODUCT.

• 1 Male version. 1 Female version.

• 100% Genuine Duffel Wool.

• Real Stone Walrus Teeth.

• Fitted “European” Cut

• Mid Price Range ($500–$800)

STRATEGY/PLANNING

2 • Seed Product via Key Influencers

• Male & Female Instagram Fashion Icons

• Key Celebrity Endorsements

- Athletes and “Rugged” Stars

STRATEGY/PLANNING

3 • Social Media

• Instagram: Product demonstration,

education and optimal combinations.

• Facebook: Optimal combinations and

1-on-1 consumer interactions.

STRATEGY/PLANNING

4 • DuffelTerra Online Store

- Online Delivery

- Product Heritage

- Duffel Wool Education

- Look Book and “How to Wear” Section

- Opt-in E-mail Notifications

* Social Media and Key Influencers both direct

consumers to online store.

STRATEGY/PLANNING

5 • Fashion Seeding

• Tap into up-and-coming designers,

sponsoring them during NYC F/W 2016

Fashion Week.

• Promote use of Duffle Wool.

• Make Walrus Teeth Toggles iconic by

having designers incorporate them into

their designs.

STRATEGY/PLANNING

6 • Key Retail Presence

• Become “Featured” product in select

online and physical retailers such as:

- QVC

- Nordstrom

- Macy’s

• Physical presence exclusively in key

fashion capitals of the US (New York).

* Temporary, to create intentional scarcity

STRATEGY/PLANNING

7 • Popular Media

• Partnership with Project Runway F/W

Season, sponsoring 1 PR Challenge.

- Walrus Teeth Toggle & Duffel

Wool Challenge.

RATIONALE

1 • Our Key Message (Big Idea) is aligned with our Strategic Insights.

2 • Messaging empowers consumers while simultaneously reflecting the

virtues of the DuffelTerra brand and the characteristics of duffel wool.

3 • While most coat brands position themselves either through luxury or direct

benefits, we’re positioning ourselves through our brand outlook and consumer

lifestyle, identifying ourselves directly with our consumer.

4 • Leverage the harshness of winter to reflect the physical strength of our

product and the inner strength of our consumer.

KPI’S

1 • In-Store Sales vs. Online Sales

2 • Effective vs. Less Effective Sales Leads

3 • Social Media Impact

• INSTAGRAM: Follows, Comments, Likes

• FACEBOOK: Page Follows, Interactions

4 • Key Influencers Impact

• Interactions to Brand-Specific Content

WHAT WE LEARNED FROM THIS CASE

• The importance of cultural awareness, and how that relates to the particular

industry you’re advertising for.

• Sleep is important.