1. 1. Pramo Directional Clothing Systems Case Study Presentation
2. 2. The Brief: To reposition the Pramo brand for the European and US markets Catalogues Product Photography Specification Sheets Websites Swing tags Flyers Adverts
3. 3. Competitor research
4. 4. Paramos visual positioning chart Competitor analysis summary charts Competitor research
5. 5. Output from competitor research Photography should be more aspirational, fun, dynamic and teamwork orientated The market looks untidy Technical advantages of fabrics are not clear Point-of-sale (POS) and swing tags look complicated throughout the market Paramos visual positioning chart Competitor analysis summary charts Competitor research
6. 6. Conclusions from research Photography should be more aspirational, fun, dynamic and teamwork orientated Better briefing for paramos photographer - aspirational, dynamic, fun and teamwork orientated
7. 7. Conclusions from research Photography should be more aspirational, fun, dynamic and teamwork orientated Better briefing for paramos photographer - aspirational, dynamic, fun and teamwork orientated The market looks untidy Design of well organised brand communications
8. 8. Conclusions from research Photography should be more aspirational, fun, dynamic and teamwork orientated Better briefing for paramos photographer - aspirational, dynamic, fun and teamwork orientated The market looks untidy Design of well organised brand communications Technical advantages of fabrics are not clear Clarity of technical fabric illustrations for use in POS and literature
9. 9. Conclusions from research Photography should be more aspirational, fun, dynamic and teamwork orientated Better briefing for paramos photographer - aspirational, dynamic, fun and teamwork orientated The market looks untidy Design of well organised brand communications Technical advantages of fabrics are not clear Clarity of technical fabric illustrations for use in POS and literature POS / swing tags look complicated throughout the market Clear and targeted POS
10. 10. Visual Application Product Photography Swing tags Catalogues Fabric Diagrams Adverts Website Flyers
11. 11. DA have provided us with an external vision, allowing our brand to develop and grow. Their expertise in graphics and design is clearly demonstrated throughout our communications and promotional activity. Their commitment to our brand, philosophy and industry has resulted in greater marketing activity and an increase in market share Fiona Park, Marketing Manager, Paramo Directional Clothing Systems