primary demand for premium denim needs to be stimulated within the south african market and...

Primary demand for premium denim needs to be stimulated within the South African market and selective demand created for the each of the premium brands imported by Loft Fashion.

Premium denim needs to be launched in the market using the Institute of Denim as its platform.

Development of an innovative way to build awareness and communicate benefits to the desired target market using the brand: Institute of Denim.

New ways need to be continually developed to add value and build the brand: Institute of Denim.

Current: Uber Premium Loyalists

Demographics

Psychographics

Mindsets

Lifestyle

Possible Future: Premium Denim Aspirers

Demographics

Psychographics

Mindsets

Lifestyle

The Premium Denim Points of Difference

A formula of six essential ingredients:

The power of 'Cultural Cool’- acceptability

Heroic Myth-brand image

Exquisite Product- finishes and details/embellishments

Ultra Selective Distribution- availability

Iconic Communication

Engineered Celebrity

Current Positioning Map

02468

10Heroic Myth

Exquisite Product

Iconic Communication

Engineered Celebrity

Ultra Selective Distribution

The Power of 'Culture Cool'

The Institute ofDenim' Brands

Other PremiumDenim Brands

Designer DenimBrands

High StreetDenim Brands

‘Mainstream' Brands

Future Proposed Positioning Map

0

2

46

8

10Heroic Myth

Exquisite Product

Iconic Communication

Engineered Celebrity

Ultra Selective Distribution

The Power of ‘ Culture Cool'

The Institute ofDenim' Brands

Other PremiumDenim Brands

Designer DenimBrands

High StreetDenim Brands

Brands

Positioning statement

The Institute of Denim, an interactive virtual destination where exquisite premium denim brands are exhibited to create a culture of cool to iconic proportions.

The Institute of Denim is the vehicle through which awareness for premium denim brands will be built.

To launch the brand the Institute of Denim onto the market.

The primary function of the Institute of Denim is to educate the market about premium denim by focusing on the benefits and lifestyle elements of denim.

Create favourable attitudes and relationships through interaction with all stakeholders using the Institute of Denim website..

Build and maintain loyal and long term relationships with all stakeholders by using Loft Fashion’s database.

Promote the retailers and create awareness of premium denim and the brands by using the Institute of Denim.

Promote the premium denim category through active exposure and interaction with the various premium denim brands.

Denim ArtMovement

The Institute of DenimConcept:Denim-Art movement

Phase One: The launch

Phase Two: Institute of Denim & the five

premium brands

Phase Three: Future direction for the

Institute of Denim

The Institute of Denim needs to be built into an institution in its own right where art and denim merge to form a masterpiece of information, premium brands, exclusive stockists and a unified community for denim lovers.

THE CONSUMER PROMISE:

The Institute of Denim brings premium denim to life…

THE PAY-OFF LINE:

Art is life. Life is denim. Denim is art.

Implementation

Create a hype around the Institute of Denim

A launch party & fashion show

A Denim Art Exhibition

In Store Promotion & Point of Sale Displays

P.R Campaign

Above-The-Line- in form of posters

Premium Brands

History

Catalogue

Fit Profile

Store Locator

Latest Trends

Style Tips

Paparazzi

Photo Library

Forum

Events

Denim & Art

Web Elements

Web Elements

Web Elements

Web Elements

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( also called blue jeans, jeans, dungarees, or levi's )historical evolution / trend 2000 / material- by birgit lohmann ,2000

the history of denim, the fabric phenomenon of the last centuries:the 18th centuryin the eighteenth century as trade, slave labour, and cotton plantationsincreased, workers wore jean cloth because the material was verystrong and it did not wear out easily.

the 19th century: the california gold rushthe gold miners wanted clothes that were strong and did not tear easily.in 1853, leob strauss started a wholesale business, supplying clothes.strauss later changed his name from leob to levi.

the 1930's: westernscowboys - who often wore jeans in the movies-became very popular.

the 1940's: warfewer jeans were made during the time of world war 2, but they wereintroduced to the world by american soldiers, who sometimes worethem when they were off duty. after the war, rival companies, likewrangler and lee, began to compete with levi for a share of theinternational market.

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Establish the Institute of Denim’s exclusive premium denim boutique and denim art gallery.

Create a lifestyle around the Institute of Denim.

Expand brand portfolio

Continuously look for innovative and creative ways to build the brand

Develop a database

Thank YouAny questions?