New Case International PR TRI.pptx [Schreibgeschützt]kisling/internationale pr... · 2016. 7....

1

Tri

Luisa Maria Gigler, Lea Stokmaier, Luisa Wetzel

Point of Departure

2

Burladingen

1200 employeescommonality

TRIGEMA SPORTWEAR & CASUAL WEAR1919

hone

sty

100% social & ecologicalresponsibility

Made in Germanygood working conditions

fair

pay

confidence


Point of Departure

3

NO GREENWASHINGSub-brand of TRIGEMA

commonality GREEN & COOL FASHION

Co-Branding

hone

sty

100%

social & ecologicalresponsibility

Made in Germanygood working conditions

fair

price

confidence


Challenge

4

+ =


5Luisa Maria Gigler, Lea Stokmaier, Luisa Wetzel

Countries

6

Norway Sweden Denmark 5.2 Mio. inhabitants 80.5% live in urban area One of the world’s highest per

capital income

10 Mio. inhabitants 86% live in urban area Above average results in the

Better Life Index

6 Mio. inhabitants 87.5% live in urban area At the forefront of

sustainability


SWOT-Analysis

7

StrengthES Short distances a reduced carbon footprint

Certifications e.g. Cradle-to-Cradle no greenwashing

100% Made in Germany high production standards

Weaknesses More expensive (but still affordable) Depend on long-tem contracts

Opportunities Highest per capita income Focusing on well beings Most sustainable countries worldwide

Fair fashion trend

Threats Consumer call for more transparency in the value added

chain Fashion has to be sustainable AND trendy


At a Glance

8

Nordic countries are at the forefront of the global „fair fashion trend“.

TRI has to jump on this trend and make use of it.

TRI fulfills all requirements to give their partners a strong and trustworthy quality promise – without the risk of greenwashing.

Together with our partners, TRI offers affordable, trendy and fair fashion.


Differentiation vs. Standardization


AIM

General aimTRI becomes the enabler of a 100% fair fashion production for retailers

and designers. Together with our cooperation partners we become the initiator of a fair

fashion movement.


Target Groups

12

Fashion retailers


Target Groups

13

Small designerS


Target Groups

14

Fashion ConsumerS


Positioning

15

Global PositioningTri stands for a flexible high-tech production of fair, fashionable and affordable

clothing.


MEssage

Umbrella MessageTRI is your trustworthy partner. With its flexible high-tech production site it

enables you to produce fair, fashionable and affordable clothing.


Creative Idea


Structure

Retailers & small designers

19

Phase 1 Phase

2Consumer together with retailers


Measures

20

Phase 1: RetailersNoise Floor: Media Relations


Measures

21

Phase 1: Retailers Media Relations: StorIEs


Measures

22

Phase 1: Retailers Highlight Communication

Trade Fair Open ProductionDay


Measures

23

Phase 1: DesignersNoise Floor: Media Relations


Measures

24

Phase 1: DesignersNoise Floor: Stories


Measures

25

Phase 1: DESIGNERsHighlight Communication

Open ProductionDay

Fashion Week


Measures

26

Phase 2: CONSUMERsNoise Floor: Media Relations, Social Media & MicROsite


#wearefairfashion

Measures

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Phase 2: CONSUMERsHighlight Communication: Social

ACTIVATIONYOUR OLD CLOTHES


Action Plan

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Fashion Weeks

Trade Fairs

Noise Floor: Media Relations

Open Production Day

Fall 2016 Spring 2017

Fall 2017 Spring 2018

Fall 2018

Consumer Communication


Evaluation

30

Media

reso

nanc

eana

lysis

Clippings Media

Coverage Reach Tonality AVE

MICR

OSIT

E

Shares Likes Comments

Socia

l Med

ia an

alysis

Visits


31

THX


New Case International PR TRI.pptx [Schreibgeschützt]kisling/internationale pr... · 2016. 7....

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Transcript of New Case International PR TRI.pptx [Schreibgeschützt]kisling/internationale pr... · 2016. 7....