4. CHALLENGE
Clothing is a high-involvement product, BUT Gen Y consumers are
characteristically not brand loyal.
Brand Clothing Clothing Brand
WHY?
• Concentrated market: many
alternatives to select and access
• Gen Y not brand loyal and have
short attention spans
Engage Gen Y through being a
high-involvement brand
• Close emotional connection to
brand image and lifestyle
5. CHALLENGE
MARKET a
lifestyle
CREATE a
connection
ENGAGE
Gen Y
Brand
image
Emotion
Brand
loyalty
7. CONSUMER INSIGHT:
CUSTOMER PROFILE
Education
Most highly educated generation
Technology
The ‘connected’ generation
Values
Culturally aware and diverse
generation
Income
Large purchasing power and
economic influence
CULTURAL
FACTORS
8. “I want to buy something
for me, I want to buy
something that speaks
to me, and something
that speaks for me.”
9. BRAND IDEA
Statement
makers
Youths who are
Pioneers of
culture
seeking social and
cultural currency
Innovators
Fashion
forward
Socially and aesthetically conscious, travel and tech savvy, Hendrix
has a penchant for coffee, clothes, music, and art like you.
12. URBAN FESTIVAL
2 weeks
along with online
store launch
Small
‘festivals’
scattered
in high traffic
locations
An
experience
worth
sharing
13. URBAN FESTIVAL
Hendrix photo
backdrop on
murals
Stage
Media Booths
with 3D fitting
Visual artworks
on display
14. URBAN FESTIVAL
ART AND MUSIC
• Young artists
• Co-creation
• Create and curate
ADDITIONAL
LAYOUTS
• Oweek
• Media Booths
dispersed in city
SOCIAL MEDIA
• #SummerWithHendrix
• Giveaway prizes
• Revisit on website and
Spotify
An experience
worth sharing
Satisfying
senses
16. END OF SUMMER
CELEBRATION
Inter-university
network
Fully
sponsored
event - Free
admission
Partnering
event and
advertising
• “the biggest and best
University Network”
• 23 064 Likes on Facebook
17. RATIONALE BEHIND
STRATEGY
87
%
Entertainment
Information
Inspiration
65
%
Attended
Music
Festivals
88
%
Attend If
Tickets:
Cheaper
OR
Free
18. RATIONALE BEHIND
STRATEGY
Feelings &
Emotion
Associated
with
Sharing
CO - CREATION
65%
CANNOT
Affiliate With
Brands
By 2020
Seek
Personalized
Products &
Services
22. RATIONALE FOR APP
Frenzy of sharing, commenting
and informing on latest fashion
>80%
Purchase
based on
peer’s
suggestion
74%
Encourage
friends to try
new outfits on
social media
70%
Engage with
brands they
like
24. STREETS OF SUMMER: THE
HENDRIX HACK
#HendrixHack is a
continually evolving, real-world
service inspired by
snap fashion where
customers can snap a photo
of a inspired piece and be
directed to a relevant Hendrix
clothing.
• Inspired by Snap Fashion
25. STREETS OF SUMMER:
HENDRIX SUMMER LOOKBOOK
An invigorating new online fashion community.
26. STREETS OF SUMMER: HENDRIX
NO HANDS
A SUMMER DENIM CHALLENGE
How fast can you get into our Hendrix denim jeans?
Prove it by doing the ‘HendrixNoHands’ Summer
Denim challenge. Get involved! Dare a friend!
Cost of
Impleme
ntation
Impact
High
#NoHands
Low
High
Low
Price
27. SOCIAL MEDIA KPIs
4 week Social Media Campaign
5000 likes
2000 followers 2000#SummerWIthHendrix
tags
10000 views
28. KPIs SALES TARGET
Online store – 5 weeks Offline – Pitt Street Store
30 purchases/day on
average
400transactions on Day 1
6000 unique visitors
29. DENTSU AEGIS - TEAM 3 UNSW
Joyce Chew, Daniel Halbherr, Joe
Jiang, Amit Kaul, Winnie Pung
