We started working with foreign partners - representatives of the brand - with the study of the unique advantages and features of the company. As a result of this phase, we found out that G-Star Raw is an innovative label in the segment of street clothes. The brand appeared in 1989. The company managed to stand out among competitors due to the fact that rough, almost unprocessed denim was used in the G-Star collections. Emphasis was placed on the high value of quality in production. According to the positioning of the brand, the current classic of street clothes for men and women is published under this brand. It is functional, comfortable, thoughtful, simple and concise.
According to the positioning of the brand, the actual classics of street clothes for men and women are published under this brand. It is functional, comfortable, thoughtful, simple and concise.
We decided to organize the opening of a branded store in the format of the G-Star Grand Opening party. BTL concept included: inviting celebrities and journalists to the opening, “To Amsterdam with G-Star RAW” – a trip to the event, development of printed image products (a certificate for a raffle, invitations to the event, flyers, business cards, tags, recommendations for the care of clothing), vivid advertising displays - we decided to brand the City Beach Club complex and the site, which was visible from the height of the plane.
We talked about all marketing and advertising activities on the brand page on Facebook. Also, as part of the SMM promotion, we created other promotions on the net. During our work, the audience of the brand’s Facebook page has grown to 15,000 “live” subscribers.
Development of window design
After developing the concept of the event, ways of advertising it and attracting the audience, we started to design the location where it will be held - the G-Star Raw store. In the design of shop windows and retail space, we sought to convey the spirit of the brand: progressive, creative, and even a little rebellious.
The showcase forms the image of a retail brand in the minds of the target audience. We implemented a storyline for it - we focused our customers on the scenery, created in accordance with our creative solution for the Red Bull Curates: Canvas Cooler Project. This is an art project of functional works of art from the company Red Bull, in which artists were invited to creatively rethink the brand's refrigerators. Our team offered its own concept “The art of raw” made of glass, metal, wood, concrete, and, of course, denim.
We decided to take part in this project because its main idea turned out to be close to us - to make the design truly inspiring, and not only satisfying utilitarian marketing needs. It was with this setup that we worked on the tasks of G-Star Raw. As a result, a skeleton of a dog appeared in a brand-name storefront in denim, rushing forward.
When creating the scenery, we used materials resistant to fading and other external influences. It is necessary that the exposition maintains an attractive appearance during the entire period for which it is intended.
Properly executed design windows should attract the attention of buyers and make them want to go to the store. In our case, an event that we organized as part of the BTL promotion, the G-Star Grand Opening, also worked on this task. We invited a DJ, celebrities and journalists, carried drinks and food, held a prize draw. This non-standard store opening format was able to attract a significant number of customers and allowed us to convey to the target audience the brand positioning and uniqueness.
Separately, we worked out the plan and design of the retail space of the store. At the same time, they took into account the direction of movement of customers, the principles of zoning and the effect of color on the target audience, the relevance of the sale of certain product groups. In accordance with the factors outlined, we placed SALE-racks, carried out the design of tags and the interior of the store and developed printed image products: shelftopers, flyers, business cards, recommendations for the care of clothes.
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