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A[P]SOTW – H&M TASk

Oct 2012

A[P]SOTW H&M TaskBy Philip De Meulemeester

Note: Contrary to if I would present it in person, more text on the slides is provided.

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A[P]SOTW – H&M TASk

Oct 2012

“The DemOcrATizATiOn Of fAShiOn”

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A[P]SOTW – H&M TASk

Oct 2012

ObjecTivePosition H&M stronger as a fashion brand by launching sneakers shoes.

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A[P]SOTW – H&M TASk

Oct 2012

Through a launch campaign of basketball sneakers, position H&M as a more everyday fashion brand.

Because H&M has always been about affordable everyday clothing, the tie with fashion weakens easily. H&M innovates their clothing lines on a continual base, so should their communication be. Starting off with the launch campaign of basketball shoes.

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A[P]SOTW – H&M TASk

Oct 2012

The campaign should be one of many brand campaigns to position H&M more as a fashion brand. This can only work over the long-run and by closing the gap between the brand and their fashion audience.

The idea: Don’t say you’re fashionable, be fashionable.

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A[P]SOTW – H&M TASk

Oct 2012

WhO Are We TAlking TO? They’re between 18 and 24 and in the prime of their lives. They’re studying, living in a big city and enjoying life. They’re passionate about art, film, music, going out and exploring new things.

They’re highly interested and influenced by art, design and fashion.

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A[P]SOTW – H&M TASk

Oct 2012

Truth however is that the exclusive world of fashion doesn’t appeal to them.

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A[P]SOTW – H&M TASk

Oct 2012

The pretentious and rigid glamour doesn’t connect their inner youth, energy and spirit.

They don’t feel serious and old enough yet to conform into the bold world of the fashion bourgeoisie.

vS

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A[P]SOTW – H&M TASk

Oct 2012

For them, art & fashion is no tied institution with rules, gossip and status; it’s an infinite lifestyle.

vS

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A[P]SOTW – H&M TASk

Oct 2012

On PrODucT levelFashion shoes restrict you. Walking with expensive shoes keep you rigid, limited in motion and dependent. They don’t bring you everywhere you’d want to go.

And our people are not fit for that. They are full of energy. They need the comfort of sustainable shoes to wherever their curiosity takes them.

Everywhere – Anytime.

Communication should put emphasis on the physical and psychological energy our audience has, opposed to the static world of fashion.

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A[P]SOTW – H&M TASk

Oct 2012

hOW TO bring ThiS TO life? (i)Target the (big) cities with universities and colleges. Cities where youngsters are experiencing art as well as fun / social- & nightlife. Places where they can be influenced as well be influencers.

H&M can organize parties on moments when exclusive art shows and events are taking place (e.g. Fashion Week). Some kind of alternative “boycott-parties” for the young people that do share a knowledge and interest in fashion & art, but have no connections or status to get in these kinds of only-for-the-very-few events.

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A[P]SOTW – H&M TASk

Oct 2012

Inviting popular, youth-inspiring (fashion) stars, local DJ’s & talent, partnering up with same TA brands (e.g. Heineken, Absolut) … Doing this, H&M brings a young crowd together, binds with its audience and sets a clear message:

They are here to support the ones who see art & fashion as a lifestyle, not as an exclusive institution or corporate business.

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A[P]SOTW – H&M TASk

Oct 2012

hOW TO bring ThiS TO life? (ii)Because our TA are most likely studying or doing their first job – money is in short supply. H&M needs to support those who want to extent their art/fashion knowledge, but are hold back by the high entrance prices of the art institutions (museums, opera, theatre …).

That’s why H&M will pay you half the ticket back of any art event you’re going to. Order a pair of sneakers (or other H&M clothing) online and upload a file of your entrance ticket within the order. Somebody on the other side will verify the ticket and send you an H&M voucher, worth half the price of your event ticket.

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A[P]SOTW – H&M TASk

Oct 2012

Talk about the events that people are uploading through the H&M SNS and share the events our influencers are going to (anonymously). List events on an online calendar, even locate on a map (exhibitions, galleries, concerts …) you can use as a mobile app as well.

Through that, deepen the connection with art & fashion and the brand. Doing so (and with organizing their own parties), H&M establishes and gives room for a new community that brings young people in cities together to experience fashion, art and music in an unpretentious, open ambiance.

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A[P]SOTW – H&M TASk

Oct 2012

hOW TO bring ThiS TO life? (iii)Go with a team of secret actors to high class fashion fairs and exhibitions where people demonstrate and sell their new shoes, clothing and accessories. Remove any brand or company tag from the product and our salespeople, so potential costumers have no idea there’s any connection or presence from H&M.

Have a fluent and talkative salesman in front of the stand trying to promote the product to bypassers. In the meanwhile secretly film the people their (most likely) negative reactions about the shoes (e.g. “This doesn’t belong here”).

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A[P]SOTW – H&M TASk

Oct 2012

This will be a confrontation between the exclusive fashion audience we want to differentiate ourselves from and the young audience we’re trying to bind with. Select the ‘best’ and pretentiously hilarious reactions from different people and use this compilation as viral YouTube videos, banner ads and brand website/campaign material.

These clips can also be send first to young influential fashion bloggers (our target), together with a free pair of shoes so they can spread the word around already.

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A[P]SOTW – H&M TASk

Oct 2012

5 key QueSTiOnS1 What do the shoes look like? (For example, does it look more like a Converse All Star or more like a Nike Sneaker?) Because in fashion/design, the product defines the brand.

2 A (re-)positioning of a brand does not happen overnight with one product launch campaign. Is there more budget/products/interest to continuously work towards this goal? And if more new products are to come, do we have the same or another target audience?

3 Is producing one million shoes a normal/average production amount or is this more exclusive/limited than other new products? Should there be more emphasis on the amount available?

4 How often is the brand involved in/with (exclusive) fashion shows themselves? Are there partnerships, relations or activities we should most surely take into account?

5 Our focus is on energy and exploration. H&M has a history of very plain and static (e.g. white background) looking print advertisements; is there interest in changing this without touching its uniqueness?

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A[P]SOTW – H&M TASk

Oct 2012

ThAnk yOu.

Philip | philipdemeulemeester@gmail.com | http://philipdm.wordpress.com