haggar marcom strategy

Hayden BernsteinAlex GrunsteinLaura LeskovenElizabeth Martin

Founded in 1926

Coined the term “slacks”

Reached height of popularity in the 70s

LBJ was a loyalist

Cater to a new generation of Haggar users without alienating its current loyalists

Men’s Clothing Industry

Men's Apparel includes:• Pants• Tops• Active Wear• Formal Wear• Outerwear• AccessoriesUS retail industry: $304,977 million in 2009Menswear segment: $95.7 billion in 2009• 31.4% of total retail industryCategory data:• “Shirts & Sweaters” & “Bottoms” are largest categories.• “Active sportswear” saw largest growth.

Market Segments

An increasing number of males are shopping independently.Women are still dominant spenders.

Target Market

Men who purchase their own clothes.

Men who DO NOT purchase their own

clothes.

Women who purchase clothes for men in their lives.

Market Segments

Men who purchase their own clothes.

Fashionistos• Consider fashion & style most important when

purchasing clothing.Functionalists• Care little about style. Consider function paramount.Bargain Hunters• Primarily focus on attaining a good deal.

Market Segments

Men who DO NOT purchase their own clothes.

Whatevers• Have no preference at all.Requesters• Request specific types, brands or styles, but do not

make their own purchases.

Market Segments

Women who purchase clothes for men in their lives.

Fashionistas• Care largely about style.Functionalists• Choose men’s clothing based on functional needs.Lady Bargain Hunters• Seek out deals above all else.

Competitive Landscape

Who are they?

Competitive Landscape

Young & Rubicam BrandAsset Valuator

Competitive Landscape

SWOT Analysis

SWOT Analysis

StrengthsLong brand history.Wide product line.Life Khaki.

SWOT Analysis

Strengths WeaknessesLong brand history.Wide product line.Life Khaki.

Unclear, outdated brand message.Low awareness.Negative brand perception.Product line availability.Always on markdown.Retail store personas.

SWOT Analysis

SWOT Analysis

OpportunitiesMen’s loyalty.“Heritage” trend.More for less.Personal recommendations.Expand availability.Explore co-branded partnerships.Become tech-savvy.

SWOT Analysis

Opportunities ThreatsMen’s loyalty.“Heritage” trend.More for less.Personal recommendations.Expand availability.Explore co-branded partnerships.Become tech-savvy.

Buy less. Buy better.Pants are interchangeable.Market saturation.Expandable waist pants.

Target Insights

The number of men who shop are growing, although

women are still major buyers of mens apparel.

One of Haggar’s strongest attributes is its long heritage of providing clothing to the

professional man.

Creatures of Habit Tech-Savvy

Target Insights

The number of men who shop are growing, although

women are still major buyers of mens apparel.

One of Haggar’s strongest attributes is its long heritage of providing clothing to the

professional man.

Creatures of Habit

Transitionals

Tech-Savvy

Target Market

27 years oldTransitioning to a more formal workplaceTech-SavvyHigh brand loyalty if the product works for himLow awareness of Haggar

Jacob

Target Market

25 years oldJason’s girlfriend since collegeMakes recommendations why they shop togetherLow awareness other than that her father used to

wear Haggar

Ally

Objectives

Big Idea

Haggar is for anyone, anytime.

Tactics

DigitalPartnershipsRetail AgreementsCustomer Service

Mobile Optimization

INCREASE REPURCHASES

MARKET SHARE

HAGGAR LOYALISTS

SHARE OF CLOSET

Create a mobile/tablet friendly shopping experience.

Easier to shop on the go.Metrics:

•Website analytics.•Mobile sales numbers.

Online Pre-Roll

UNAIDED AWARENESS

BRAND PERCEPTION

INCREASED EXPOSURE

Pre roll video on leading online video streaming sites.

Increase exposure.Metrics:

•Reach•Frequency•Impressions•Click-through rate

Online Pre-Roll

UNAIDED AWARENESS

BRAND PERCEPTION

INCREASED EXPOSURE

Pre roll video on leading online video streaming sites.

Increase exposure.Metrics:

•Reach•Frequency•Impressions•Click-through rate

Co-Branded Partnership

Co-brand with Citizen.The only thing as timeless as a

watch is a great pair of slacksMetrics:

•Sales data•Impressions through store traffic.•Awareness study

UNAIDED AWARENESS

INCREASED EXPOSURE

BRAND PERCEPTION

Young Professional Partnership

BRAND PERCEPTION

MARKET SHARE

HAGGAR LOYALISTS

ENCOURAGETRIAL

Pop-up shops.Coupons.Decreases perceived risk.Metrics:

•Impressions at event.•Event attendees.

INCREASED EXPOSURE

Retail Employee Education

SHARE OF CLOSET

INCREASEPRESENCE

INCREASEFOOTPRINT

Uneducated on Haggar.Familiarity Advocacy.Metrics:

•Sales data.

Retail Co-Op Agreements

SHARE OF CLOSET

INCREASEPRESENCE

INCREASEFOOTPRINT

Sold in department stores.Improve in-store presence.Metrics:

•Sales data•Square footage

Retail Co-Op Advertising

UNAIDED AWARENESS

INCREASED EXPOSURE

BRAND PERCEPTION

Agreements to be featured in circulars.

Metrics:•Impressions•Awareness study

Post-Purchase Follow-Ups

INCREASE REPURCHASES

MARKET SHARE

HAGGAR LOYALISTS

SHARE OF CLOSET

Create communication around the sales experience.

Metrics:•Re-purchase rates•Click through rates

Media ProjectionsPulsing strategy.• Continuous Top-of-mind awareness & brand-building• Seasonal Immediate traffic

Haggar Media Projections, 2012-13Haggar Media Projections, 2012-13Haggar Media Projections, 2012-13Haggar Media Projections, 2012-13Haggar Media Projections, 2012-13

May June July August SeptemberSeptember October November December January February March April

PARTNERSHIPSWatch Co-BrandRetail AgreementsEmployee MaterialsEvents & Sponsorshipssubtotal

PRINTRetail Circularssubtotal

DIGITALMobile/Tablet OptimizationPost-Purchase Follow-UpsOnline Video Pre-Rollsubtotal

Notes:

Thank You

Thank You

Questions?

Thank You

Questions?