primary demand for premium denim needs to be stimulated within the south african market and...
TRANSCRIPT
Primary demand for premium denim needs to be stimulated within the South African market and selective demand created for the each of the premium brands imported by Loft Fashion.
Premium denim needs to be launched in the market using the Institute of Denim as its platform.
Development of an innovative way to build awareness and communicate benefits to the desired target market using the brand: Institute of Denim.
New ways need to be continually developed to add value and build the brand: Institute of Denim.
Current: Uber Premium Loyalists
Demographics
Psychographics
Mindsets
Lifestyle
Possible Future: Premium Denim Aspirers
Demographics
Psychographics
Mindsets
Lifestyle
The Premium Denim Points of Difference
A formula of six essential ingredients:
The power of 'Cultural Cool’- acceptability
Heroic Myth-brand image
Exquisite Product- finishes and details/embellishments
Ultra Selective Distribution- availability
Iconic Communication
Engineered Celebrity
Current Positioning Map
02468
10Heroic Myth
Exquisite Product
Iconic Communication
Engineered Celebrity
Ultra Selective Distribution
The Power of 'Culture Cool'
The Institute ofDenim' Brands
Other PremiumDenim Brands
Designer DenimBrands
High StreetDenim Brands
‘Mainstream' Brands
Future Proposed Positioning Map
0
2
46
8
10Heroic Myth
Exquisite Product
Iconic Communication
Engineered Celebrity
Ultra Selective Distribution
The Power of ‘ Culture Cool'
The Institute ofDenim' Brands
Other PremiumDenim Brands
Designer DenimBrands
High StreetDenim Brands
Brands
Positioning statement
The Institute of Denim, an interactive virtual destination where exquisite premium denim brands are exhibited to create a culture of cool to iconic proportions.
The Institute of Denim is the vehicle through which awareness for premium denim brands will be built.
To launch the brand the Institute of Denim onto the market.
The primary function of the Institute of Denim is to educate the market about premium denim by focusing on the benefits and lifestyle elements of denim.
Create favourable attitudes and relationships through interaction with all stakeholders using the Institute of Denim website..
Build and maintain loyal and long term relationships with all stakeholders by using Loft Fashion’s database.
Promote the retailers and create awareness of premium denim and the brands by using the Institute of Denim.
Promote the premium denim category through active exposure and interaction with the various premium denim brands.
Denim ArtMovement
The Institute of DenimConcept:Denim-Art movement
Phase One: The launch
Phase Two: Institute of Denim & the five
premium brands
Phase Three: Future direction for the
Institute of Denim
The Institute of Denim needs to be built into an institution in its own right where art and denim merge to form a masterpiece of information, premium brands, exclusive stockists and a unified community for denim lovers.
THE CONSUMER PROMISE:
The Institute of Denim brings premium denim to life…
THE PAY-OFF LINE:
Art is life. Life is denim. Denim is art.
Implementation
Create a hype around the Institute of Denim
A launch party & fashion show
A Denim Art Exhibition
In Store Promotion & Point of Sale Displays
P.R Campaign
Above-The-Line- in form of posters
Premium Brands
History
Catalogue
Fit Profile
Store Locator
Latest Trends
Style Tips
Paparazzi
Photo Library
Forum
Events
Denim & Art
Web Elements
Web Elements
Web Elements
Web Elements
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( also called blue jeans, jeans, dungarees, or levi's )historical evolution / trend 2000 / material- by birgit lohmann ,2000
the history of denim, the fabric phenomenon of the last centuries:the 18th centuryin the eighteenth century as trade, slave labour, and cotton plantationsincreased, workers wore jean cloth because the material was verystrong and it did not wear out easily.
the 19th century: the california gold rushthe gold miners wanted clothes that were strong and did not tear easily.in 1853, leob strauss started a wholesale business, supplying clothes.strauss later changed his name from leob to levi.
the 1930's: westernscowboys - who often wore jeans in the movies-became very popular.
the 1940's: warfewer jeans were made during the time of world war 2, but they wereintroduced to the world by american soldiers, who sometimes worethem when they were off duty. after the war, rival companies, likewrangler and lee, began to compete with levi for a share of theinternational market.
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Establish the Institute of Denim’s exclusive premium denim boutique and denim art gallery.
Create a lifestyle around the Institute of Denim.
Expand brand portfolio
Continuously look for innovative and creative ways to build the brand
Develop a database
Thank YouAny questions?