G-Star Raw at New York Fashion Week Autumn 2012

Introduction
About the brand






Quality

Understated
Purpose of the Campaign?
Innovation & Cutting edge style
G-Star & New York Fashion Week

Key Objectives

To drive awareness
To boost retail sales

To engage consumers

To be cool beyond association

Primary Research
89 respondents

34% male

66% Female

Respondents age 18-45

Primary Research
Brands:
Levis:

Diesel:

Wrangler:
Jack & Jones:
G Star Raw:

33%
28%
16%
18.5%
4.5%

Primary Research
Average Spend - Euro
40-80

68%

80-120

21%

120+

11%

Primary Research
Important Purchase Decisions
Cut

47%

Tailoring

24%

Comfort

14%

Cost

16%

Primary Research
Views on G-star Raw
35% Never heard/not Familiar with
Other Interesting Comments
Cool, Expensive, Good Material, Pricey, Edgy, Metro-sexual, Trendy

Brand Mostly associated with young males

Target Understanding
Based on the research undertaken we have made the following customer insights

Dont want to be told, they want to experience

Appreciate, cut, tailoring, architecture and attention to detail

Of the pull generation...not push

Not content to follow trends but prefer to define them

Not governed by demographics, rather they are democratic.

Key Issues for Consideration

How do we extend the campaign into G-Star RAW stores, pre and post NYFW?
How do we bring consumers closer to the brand?
How do we find the intersection between consumer/behaviour,
product/understanding and use of technologies?
How do we boost sales in stores?
How do we compete with more established brands in the fashion industry?

How do we make New York Fashion Week relevant to a European audience?

Barriers
G-star as a brand is not immediately recognisable and is often seen as expensive.

The brand does not have a strong online offering incorporating an e-Commerce section in
line with its competitors

Need to cut through other fashion brands in the NYFW hype

Due to budget constraints our focus is on the larger European markets which risks alienating
other franchisees not covered in our execution.

Enablers
Bring the brand to urban environments challenging consumers to actively
engage with the brand.
Place emphasis on the quality, raw materials, architecture and design of the brand

Utilize online channels to drive footfall to stores

Take inspiration from iconic New York architecture and create our own virally driven hype
around the G-star brand.

Actions

Generate a campaign that aligns G-stars design ethos with our

vision of where street culture defines contemporary luxury

Digital Campaign Execution

G-6 Weeks
Roll out of Graffiti Artist Challenge

G-6 Weeks
Graffiti Artist Challenge

G-5 Weeks

Canvasses replaced with blank denim canvasses.

Display ad campaign on blogging sites to attract
attention and participating graffiti artists.

G-4 Weeks
Graffiti canvasses appear

Graffiti Star App & Game

In Store Promotion

G 3 Weeks
Ten regional competition winners announced on #
Facebook and submitted for a public vote.

Shortlist of presenters also submitted for a public vote.

Commencement of become the face of G-star TV campaign

Get Your Face on the G-Star

Catwalk

G 2 Weeks
Winners of the Graffiti-Star campaign are announced online.
One Graffiti artist canvas will be displayed digitally at the G-Star
Show

The winners travel to New York to begin preparing for fashion week

G 1 Week

Videos on the build up to the fashion week are posted

on G-star TV a dedicated YouTube channel as well
as progress videos of the competition winners

Presenters post videos on the G-Star TV channel featuring

coverage of the shows, and interviews with fashion industry reps.
These videos will also be featured in live stream on
Facebook and the Graffiti Star App.

G-Star NYFW Catwalk

G-Star NYFW Catwalk

G + 2 Weeks
Following NYFW, the 7 shortlisted (including the winning)
graffiti canvasses will be auctioned off in G-Star stores for
charity.

Bidding can also be done via the Graffiti Star App.

Costs Projections

Key Performance Indicators and

Return on Investment

The Road Ahead

Increase budget to roll out graffiti canvases in more countries
thus increasing exposure for both the brand and campaign.

Image References for G-star Pres

No entry image
http://www.morguefile.com/archive/display/172129
Barriers
http://prootech.com/image/data/New%20Product%20image%202011/DSLR%20ACC/Director%20movie%20action%20board/Direc
r%20movie%20action%20board-500x500.jpg
FB like image
http://www.psdgraphics.com/wp-content/uploads/2011/02/like.jpg
Fashion week logo
http://vanityrich.files.wordpress.com/2009/09/fashionweek-logo.gif
Road Image
http://www.morguefile.com/archive/display/2136
New York Image
http://www.morguefile.com/archive/display/766582

Vincent Gallo image

http://cdn.thegloss.com/files/2011/11/gallo.jpg
Times square at night
http://newconstructionmanhattan.com/sites/default/files/images/nyc-condos-near-times-square-clinton.jpg
New York fashion week image
http://www.selectism.com/news/wp-content/uploads/2010/02/g-star-raw-city-guide-selectism.jpg
g star logo
http://fashionle.com/wp-content/uploads/2011/09/G_Star_Raw_by_Sk_Styles1.jpg