In cooperation with the international clothing brand GANT, we performed the following tasks:
Before proceeding to the implementation of the tasks, we plunged into the study of the brand – the uniqueness of its style and target audience.
The study of the characteristics of the brand: the spirit and philosophy of GANT
We found out that the GANT trademark appeared in the United States in the late 1940s. At the same time, the company managed to bring into fashion its brand shirt with a collar with buttons (button-down collar), which was originally an English invention. Soon, the Gant shirt became an everyday item for Ivy League University students and employees of Madison Avenue high-status companies. Over time, the shirt was improved. A byte pleat was added to the buttoned collar, a loop at the back, and a button on the collar behind so the tie would not move down.
In such a way, GANT combined the rigor of style – a prerequisite for the appearance of representatives of English privileged families – with the American desire for convenience, freedom and light informality of an outfit. Every brand communication that we were responsible for had to convey to the customers the essence of the label and its uniqueness.
BTL promotion can include a variety of marketing activities. Their key feature is their direct impact on the target audience. Among the advantages of BTL-complex there are:
We developed the concept of BTL-promotion of the new collection of Gant brand according to the scheme described below, taking into account all these parameters.
Forming the image of a perfect client
We conducted the most detailed analysis of the target audience – their interests, lifestyle, habits, and values. This is necessary to identify the most effective methods of emotional impact on customers, which will be used in the future.
The purpose of BTL activity determines its format. It can be a lottery, tasting, sampling or distribution of product samples, as well as switching, which means the exchange of a competitive product for the product of the promoted brand.
Cost estimation for the event
Choosing the format of the campaign and defining the actual marketing goals of the client is necessary to calculate the cost of its implementation and optimize the expenses. Among the essential elements of BTL-activities that will entail spending, will be staff, supplies, renting space – the venue of the activity.
In the development of the showroom and the design, it is critical to consider the difference in this kind of trade-and-exhibit space from a regular store. Among the key characteristics of the showroom are the following:
The peculiarity of working with a temporary showroom (pop-up showroom) lies in the fact that in its organization it is necessary to consider the environment in which you'll create the space. Often it can be shopping centers, ground or first floors of a multi-story building and business centers.
In our case, the place of accommodation was the patio of the clubhouse of the Kyiv Golf center GolfStream. The conditions of this location are perfect for the implementation of our plan. The wall-to-wall windows gave plenty of light, and the high ceilings gave plenty of space. The main idea of our concept was to create a small stylish corner at the Ukrainian Golf tournament.
When designing the pop-up showroom space, we took into account the zoning rules. The samples of the new collection were placed on two racks, a table, and tables made of dark wood. These items of equipment have created a holistic design. We have outlined the boundaries of the showroom with brand walls. Also, for this purpose, and to create the feeling of a small cozy living room, we put down a carpet.
In a properly zoned room, everybody should feel comfortable – both consultants and customers. This creates a positive user experience and makes customers want to come back for a new purchase.
The color scheme of the showroom design also works for this purpose. Having studied our target audience, we have revealed that it consists mainly of high-status buyers. In order to attract potential customers, as well as to emphasize the individuality and corporate identity of the brand, we used noble colors: graphite, chocolate, eggshell. This color scheme allowed us to make the goods the most important elements in the interior visually. It is also important to adhere to the simplicity of style in the interior of the showroom. The harmonious atmosphere allows the client not to be distracted from choosing goods.
An integral element of the pop-up showroom is the recreation area. In it, we have established a comfortable status leather chair in the color of dark wood cabinets and exquisite coffee table, standing nearby. Here, a client can relax, drink a glass of wine and look through the fresh catalog of clothes lying on the table.
On the stand and other tables, we placed the winner cups of the Golf championship to show how well the chosen event is combined with the lifestyle of GANT customers.
For our foreign partners – official representatives of the Gant brand, we adapted the concepts of printed image products to the specific features of the Ukrainian market. Besides the product catalogs used in Zagorye Golf Cup, we produced: business cards, flyers, packaging, instructions, tags or stickers on tags, pointers, discounts for pasting showcases, shelf-talkers and other elements of interior design for the stores of the brand.
This task was part of the system support of the project. The update of printed materials was carried out regularly – every season or even several times a season.
We adapted the design concepts that we received from foreign partners for window displays of the official stores of the brand. A properly designed window display is one of the most effective ways to attract the attention of potential customers. It is also a tool for shaping the image of the company in the minds of customers and a means of communication with the target audience.
When creating a design, we took into account that the design of the window displays should be:
That's how we were developing the design. It happened on the eve of the New Year holidays. We applied the plot concept to the formation of the window display, where the attention of consumers is focused not on the product, but on the thematic scene. In our case, the design elements were:
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