In the framework of cooperation with the international clothing brand GANT, we performed the following tasks:
Before embarking on the set tasks, we plunged into the study of the brand - the uniqueness of its style and target audience.
Studying the features 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 its branded shirt with a button down collar (botton-down), which was originally an English invention, into fashion. Soon the GANT shirt became an element of casual wear for Ivy League university students and employees of status companies from Madison Avenue. Over time, the shirt improved. A byte fold was added to the collar on the buttons, a loop on the back and a button on the back of the collar to prevent the tie from moving.
Thus, GANT has combined in itself the rigor of style - a prerequisite for the appearance of representatives of English privileged families - with the American desire for convenience, freedom and easy ease in clothes. Each brand communication we were responsible for was supposed to convey to the customers the essence of the label and its uniqueness.
BTL promotion may include a variety of marketing activities. Their key feature is the direct impact on the target audience. Among the advantages of the BTL-complex:
We carried out the development of the concept of the BTL-promotion of the new collection of the GANT brand according to the scheme described below, taking into account all the specified parameters.
Forming the image of an ideal client
The most detailed analysis of representatives of the target audience - their interests, lifestyle, habits and values. This is necessary to identify the most effective methods of emotional impact on customers to be used in the future.
The purpose of BTL activity determines its format. This may be a lottery, tasting, sampling or distribution of product samples, as well as switching, which means the exchange of a competitive product for a product of a promoted brand.
Estimate the cost of the event
Choosing the format of the action and determining the actual marketing objectives of the client, it is necessary to calculate the cost of its implementation and optimize the costs as much as possible. Among the essential elements of BTL-events that will entail spending, will be: staff, supplies, space rental - the venue of the activity.
When developing a showroom and creating its design, it is necessary to take into account the difference between this type of trade and exhibition 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) is also in the fact that when organizing it, it is necessary to take into account the environment in which the space will be created. Often it can be shopping centers, basements or ground floors of a multi-storey building and business centers.
In our case, the placement was the patio of the club house of the Kiev GolfStream Golf Center. The conditions of this location are great for the implementation of our idea. The entire wall windows gave a lot of light, and high ceilings gave a lot of space. The main idea of our concept was to create a small corner of style in a Ukrainian golf tournament.
When designing a pop-up showroom, we took into account the zoning rules. Placed samples of the new collection on two racks, a table and thumbs from dark wood. These pieces of equipment have created a holistic design. The boundaries of the showroom, we outlined the brand oxen. Also for this purpose and to form the feeling of a small cozy living room, they put a carpet.
In a well-zoned room it should be comfortable for everyone, both consultants and clients. This creates a positive user experience and makes customers want to return for a new purchase.
The color solution of the design of the showroom works for the realization of this goal. After examining our target audience, we found that it is made up of status buyers. In order to attract potential customers, as well as to emphasize the personality and corporate identity of the brand, we used noble colors: graphite, chocolate, eggshell color. This color scheme allows you to visually make products the most important elements in the interior. Adhere to the simplicity of style in the interior of the showroom is also important. Harmonious atmosphere allows the client not to be distracted from the choice of goods.
An integral part of the pop-up showroom is the seating area. In it, we have established a comfortable status leather chair in the color of dark wooden thumbs and an exquisite coffee table standing nearby. Here the client can relax, drink a glass of wine and look through the fresh catalog of clothes lying on the table.
On the tables and table, we placed the championship championship golf cups to show how well the chosen event fits with the lifestyle of GANT clients.
For our foreign partners - official representatives of the GANT brand, we carried out the adaptation of the concepts of printed image products to the specifics of the Ukrainian market. And, not counting the product catalogs used at the Zagorye Golf Cup, we produced: business cards, flyers, packaging, instructions, tags and stickers on labels, discount markers for window dressing, shelftopers and other design elements of the trademark stores.
This task was part of the project's system support. Updating of printed products was carried out regularly - every season or even several times a season.
For window dressing of official brand stores, we adapted design concepts that we received from foreign partners. Properly executed window dressing is one of the most effective ways to attract the attention of potential customers. It is also a tool for shaping the company's image in the minds of customers and a means of communication with the target audience.
When creating the design, we took into account that window dressing should be:
That is how we developed the design. This happened on the eve of the New Year holidays. We applied the plot concept to the formation of a shop window, where consumers focus not on the product, but on the thematic skit. In our case, among the design elements were:
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