street gear - preliminary concept brief presentation
DESCRIPTION
Re-Briefs back to clients can be tricky. This is a simplified and approved presentation for a lifestyle retailer where I developed the creative strategy for. My team, of two designers are making the shift from doing design-off-the-cuff to strategic marketing, are being led through a new process of "Creative Strategy" This is the marriage of production with creativity and insight. The end result is to produce better, well thought out and pragmatic approaches towards answering, quite often, vague briefs with razorsharp concepts and executional options. This brief in particular takes the biggest independent lifestyle footwear and apparel retailer in to a new dimension. The client briefed us knowing he needed a change and this is how we envisioned it to be. Enjoy and ask questions! :)TRANSCRIPT
THE FUTUREprepared & presented by Maverick
30 September 2011
Our Credentials
We are specialised brand communications experts.
With over 45 years combined experience on local and international brands.
We have developed brand communication campaigns across a broad spectrum of business and brand categories.
Our vision and focus is on creating high value brands, their communications and executing against their business goals.
We work in an integrated way, across all media.
Introduction
The Street Gear Client Brief
Business VisionTo be the market leader in branded fashion.
Business ObjectiveTo successfully represent our stores in all the major shopping centres in the country as well as being prominent in the CBD of the three major cities.
GoalsShort Term: To preserve our current market share as well as strive to remain ahead of our competition
Long Term: Growth and Expansion (+ 5 years)
Agency Response Brief
Our ProcessWe have evaluated Street Gear brief, and have prepared this document as a response in order to develop a plan of approach towards reaching and achieving the business goals as stated by Street Gear.
Our Method We have approached the brief from the following ways:
What durban lifestyle is about What the competitor overview is Consumer profile Our insight into Street Gear How we perceive the future
continued..
Our PlanWhat we are going to doHow we are going to do itWhen we are going to do it
Media
Introduction
The Success Equation
CONSUMER PROFILE
+
LIFESTYLE CONSUMER
COMPETITION
INSIGHTS
COMPETITOR PROFILE
PLAN
STREET GEAR OF THE FUTURE
This is...A concise brand overview.A concise consumer profile.A concise competitor profile.
This is not...A completed brand strategy.A completed brand redesign.A completed brand relaunch plan.
What this is, and what this is not.
SUN
Urban
relaxed
SPIGA
CULTURE
FLORIDA ROAD
SPICY
shisa n’yamaJOHNNY’S
Vacca Matta
UNIT 11
FLAVOUR
REAL
Durban Lifestylea slice of what makes this city what it is.
Durban Lifestylea slice of what makes this city what it is.
Durban Peoplea slice of what makes this city what it is.
Competitor LandscapeA checklist of what makes Street Gear and our competitors destination stores. The following are broad-based criteria
which people associate with retailers.
Price Range Deals Service Trust CoolFashion
Ginger Bhagwands
Sneaker Cartel
Brands Unlimited
Sport Scene/Markhams
Consumer ProfileMaxwell is young & energetic, brand conscious, connected and active across all the social media platforms.
He has an income and uses it to improve his social status through style and grooming. He has URBAN SWAG
swag:appearance, style, or the way he or she presents them selves.
He got a killa swag.
SOURCE: Urbandictionary.com
Brand PositioningWe would like to explore the Street Gear
brand in this new direction.
Street Gear - Get Yours
It's about going out and getting yours!from Street Gear.
GET = Action Like - "Just Do It!"
YOURS = Identity Like - "My Stuff!"
Proposition
Insight
Manifesto
Current realityBrand Overview
Current Store LayoutBrand Overview
The Future
MODERN
FRESH
FUNCTIONAL
Brand & Store Design Inspiration for Street Gear 2012
The FutureBrand & Store Design Inspiration for Street Gear 2012
BRIGHT
FUN
ENERGY
Our Plan
We are going to develop a new: Brand identity Brand strategy Flagship store design Marketing plan Media plan
How we are going to achieve this: Write and complete a brand identity brief Write and complete a brand strategy brief Write and complete a marketing communications brief
STEP 1
STEP 2
Our PlanSTEP 3
OCTOBER
Corporate Identity Redesign Brief 3 x Concepts 1 Final concept Produce Corporate Identity (include internal)
Store Concept Design Brief (Mid Oct) 3 x Concepts 1 x Final concept Implementation plan for January 2012
Brand Strategy Brief Comprehensive brand positioning Communications objectives 2012 Mechanics (Media)
NOVEMBER
Preproduction Marketing material Point of Sale Store design Plan Christmas campaign Social Media campaign
Production All marketing collateral Christmas campaign
DECEMBER
Preproduction Store Fittings Finalise store changes Store relaunch activation
Production Christmas Campaign Social Media Activation
2011
Our PlanSTEP 3
JANUARY
2012
Production Flagship Store rollout Social Media Marketing campaign/ event Action Marketing
FEBRUARYProduction
Flagship Store rolloutMarketing campaign/ event Action Marketing
MARCHProduction
Summer Campaign Action Marketing
APRILProduction
Action Marketing Event Marketing
ONLINE
MEDIA PLANHybrid print/social media and in-store
PRINT TO BE DECIDED
GOOGLEFACEBOOK
LYNDON WILLIAMS+27 79 585 [email protected]
KAMEEL KALYAN+27 73 178 [email protected]
YASEEN KHAN+27 83 786 [email protected]
PEDRO CASIMIRO+27 82 411 [email protected]
www.maverickdesign.co.za
THANK YOU