•  Use  what  the  company  has  by  doing  intensive  research  into  the  companies  exis6ng  contact  points,  resources  and  revamping  them  accordingly.  

•  Integrate  contact  points.  

•  Long  las6ng  sustainable-­‐solu6ons.    

WHAT WE DO

•  Consumer  research  and  trends.  

•  To  define  Hot  Spots  of  the  Markham  man.  

•  Create  an  in-­‐store  experience  and  develop  a  range  of  jeans.  

•  Encourage  people  to  create  an  account  and  buy  more.  

 

O R D E R S

•  We  are  young.  

•  We  understand,  use  and  live  social  media.  

•  We  live  for  simplifying  informa6on.  

•  Resourcefulness.    

WHY WE CAN HELP

•  Poli6cal  movements  created  online  using  TwiKer  and  Facebook.  

•  Unifying  the  masses  to  one  cause  

•  Can  use  social  media  as  a  cheaper  op6on  to  communicate  to  large  audience  

GLOBAL  SITUATION  

Surveys:    •  100  handed  out  •  In-­‐store  customers    •  Out-­‐store  customers    

•               

Interviews  :    •  5  store  manager  •  8  staff  interviews  •  In-­‐store  Markham  shoppers    

R E S E A R C H

•  Appeals  to  younger  and  older  clientele  •  No  dis6nct  brand  differen6ator  being  communicated  

•  Guys  hang  out  in  groups-­‐  Bromance  

•  Everyone  has  their  own  unique  style  

•  SUPER  Ac)ve  Facebook  page  :  40  000  poten6al  ambassadors  

KEY INS IGHTS

•  Trendy  •  Fashionable  •  Convenient  •  Quality  

   

C O M P E T I TO R I N S I G H T S

Therefore:  the  gap  Markham  is  filling    

Your  personal  style  statement  

THE GAP WE ARE FILLING

OUR  PEOPLE  

All  have  in  common  •  All  make  their              individual                style  statement  •  Similar  a[tude  

We  named  it  ………  

“THE MOVEMENT”

KEY ISSUES •  How  can  Markham  claim  its  own  differen6ator  

to  ensure  clarity  and  difference?  

 

•  How  can  Markham  also  take  full  advantage  of  the  youth  market  in  an  aim  to  expand  its  target  market?  

Primary:  1.  To  increase  brand  appeal  from  a  35%  unclear  percep6on  to  

one  of  80%  clarity  by  March  2012.  2.  To  increase  brand  awareness  for  males  between  the  ages  of  15  

to  24,  from  a  level  of  45%  brand  recogni6on  to  a  level  of  80%  brand  recall  by  the  end  of  November  2011.  

 Secondary:  3.  To  increase  the  number  of  online  account  holder  applica6ons  

by  20%,  by  the  end  of  March  2012.  

OBJECTIVES  

Uzzi- Italian inspired tailoring, for the youthful, fashionable and

trendy South Africans.

Truworths man- International standards, youthful, trendy, adventurous and focus on quality for South Africans.

 

POSITIONING

Markham is a men’s fashion movement that provides the urban male with cutting edge clothing options, to

make a distinct personal style statement.

Express  your  personal  style  statement,  join  the  movement.  

MESSAGE

CONCEPT

The  Markham  movement  of  expression  for  personal  style.  

 What  is  the  movement  –  where  you  can  express  

your  style  statement  

INFO-GRAPHIC

PHASE  1:  •  Crea6ng  buzz  and  mystery  about  the  movement  leading  

everyone  to  the  MARKHAM  facebook  page.    PHASE  2:  •   MARKHAM  facebook  page,  show  us  how  you  make    

 your  style  statement  

 PHASE  3:  •  Bringing  your  style  statement  to  life  

PHASE 1 : Crea6ng  buzz  and  mystery  about  the  movement.  

Leads  to  facebook    

OUTSIDE  

Posters  on  streets  of  South  Africa  to  create  buzz  about  the  movement.  

OUTSIDE  

OUTSIDE  

MALLS  

MALLS  

MALLS  

MALLS  

MALLS  

ONLINE  

ONLINE  

PHASE 2 : Dynamic  facebook  page  and  show  us  how  

you  make  your  style  statement  

IN-­‐STORE    

ONLINE  

ONLINE  

ONLINE  

Tell  Markham  about  yourself  and  create  your  own  poster  

ONLINE  

Share  your  Poster  online  and  win  your  ougit  you  created  

PHASE 3 : Bringing  your  style  statement  to  life    

LOYALTY  CARD  

Customize  your  own  loyalty  card  from  the  facebook  game  feel  part  of  the  movement  

CATALOGUE  

Create  your  ougit  in  the  game  which  Markham  will  use  in  their  catalogue  

STORE-­‐  WINDOW  

Winners  of  the  create  your  own  ougit  compe66on,  posters  and  ougits  on  display.  

November   December   January   Year of 2012  

Radio advertisement  

Bags and stickers  

Newspaper Posters  

Street pole campaign  

Catalogue advertisement  

Digital information boards  

E-banner  

Alternative contact point  

Interactive in-store display  

FACEBOOK  

Street Pole advertising

Street pole posters

Retail shopping bags and stickers

Alternative Media

Digital Information Board

Radio Spot

E Banner

Facebook Application

Interactive in-store display

R 450 R 700 R 804 540 R 714 R 2000 R 304 640 R 1 800 R 60 000 R 16 014 R 1190 858.00

BUDGET

•  We  have  u6lised  and  found  trend  seKers.  •  We  have  iden6fied  hot  spots.  •  Tool  to  find  out  what  your  people  love-­‐what  jeans  

they  love.  •  In-­‐store  and  out-­‐store  experience.    

WHAT  THE  ATTIC  ACHIEVED