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Unclear, outdated brand message.Low awareness.Negative brand perception.Product line availability.Always on markdown.Retail store personas.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