a.b. hombre campaign copy
TRANSCRIPT
a.b. Hombre
The fashion industry is always on edge for the latest trends and styles.
a.b. Hombre is derived from the inspiration of industrial design and linear
structures. With such a competitive market, specific designs cater to a small
niche with a strong sense of fashion. a.b. Hombre is the first in the fashion
industry to have a couple, man and woman unite their talents as fashion
designers to creating a collection for menswear.
Overview
Gain Exposure in the Japanese market
Increase Exposure within the States - (N.Y, L.A., Chicago)
Build brand awareness by 18% within the first 3 months of
our digital campaign
Move from Retail to Wholesale
Establish a strong online presence for our community
Find the voice for our online community
Increase Online Sales through Company Website by the
2nd year in the market
Marketing Objectives
Competitors
Target Market
GEOGRAPHICN.Y.C., L.A., Japan, England
25-35MalesWhite/European, Asian, Asian American, Black$85k+College GraduateSingle, In a relationship, MarriedCreative Director, Producer, Actor/Music Artist1-2
Consumers are young affluent individuals. Driven by art.Follow trends. Fashion Foward. On social media. Live streams music (r&b and hip-hop). Sophisticated and active.
Ambitious, witty, smart and believe in progression and success.Are go-getters. Are independent.
EducatedOnline ShoppersTechnologically SavvyHealth ConsciousActiveSocialExperimental
Location
AgeGenderRaceIncomeEducationMarital StatusCareerHousehold SizePSYCHOGRAPHIC
Lifestyle
Attitudes/Beliefs
BEHAVIORAL
Purchasing Habits& Characteristics
DEMOGRAPHIC/SOCIO-ECONOMIC
One of the main issues with the fashion industry and culture in America
is that the trends are behindwhen in comparison to European trends.
A problem that has been integral to slowing down the growth of fashion
in the U.S. is the limitations of designs through the satisfaction of the masses.
One of the biggest contribution that the U.S. has made in the fashion industry
was denim jeans. But there has been a slow progression since then.
a.b. Hombre’s goal is to target the states and cities that are more fashion
forward, with hopes of expanding the main market in Japan and England.
The solution is to provide the consumer with a modern handmade
urban look. With designs that understand the importance of comfort
and style combined with fabrics that fall into trends such as neoprene
and supplex. Crafted through the inspiration of linear and industrial designs,
black and white are the signature colors of a.b. Hombre’s menswear line.
Problem
Solution
Product
Men’s Fashion Line
Placement
Boutiques:
Alessandra Gold
Apt 606
En Avance
Opening Ceremony
Website:
www.abhombre.com
Price
$195 - $1,200 / cost varied from shirts to jackets
Promotion
Online Banner (with cookie based tracker)
Magazine Ads
Public Relations
Establishing connection with influential fashion bloggers such as:
Neil Thornton
Test Photoshoots with Next Magazine
Sponsors:
Marketing Mix
Executions
Magazine Ad
On W Magazine,
Represents the best in fashion,
film, and art and trends.
Circulates an audience of
1,408,000. Between the ages
of 18-35. With median salary of
$88k+
Online Banner Ad
Placed on Spotify as we create
brand awareness and interest
through our audience that
streams music on a daily basis
and lives within the United States.
Websitewww.abhombre.com