Case study-IndiaFEB, 2014

Brand Summary

Shenshi is a popular Chinese men’s clothing retailerwith over 300 stores (117 owned and operatedstores and 194 franchised stores) located ineastern China, with headquarters in FujianProvince. It was started by entrepreneur QingqingWang (English name “Michael”) in 2004 and hasgrown rapidly. The word “Shenshi” translates to“gentleman.” While Shenshi has flagship stores insome of the major, “tier 1” cities where thecompetition is intense and the fashion culture isstrong, the majority of stores are located in smaller“tier 3” and “tier 4” cities.

Shenshi practices “fast fashion,” which waspioneered by international chains such as Zara andH&M. Shenshi designers observe the latest fashiontrends and create their own versions of thosedesigns. Their designs are not exact copies of otherbrands, but have a similar look and style as theleading fashion houses

Location & PersonaCountry : India

Persona:

Milind is a 30 year old flamboyant professional who isprofessionally qualified and was a CEO of companies managingmulti million dollar P&L’s , he has now become an entrepreneurand advises companies on turnarounds and growth strategy.

He is categorised as a middle income group consumer whowants to enter into a higher class and is rapidly moving places .He is conscious what he wears as he wants to personify successand confidence. He firmly believes in creating the rightimpression the first time will go a long way in establishing hicareer.

Milind prefers to buy clothes which are affordable and depictlifestyle and trends.

Explanation of the persona:

Milind is an ambitious young adult who wishes to carve out hisown DNA . He wants to be seen at the right places wearingtrendy clothes which depicts his assertive personality anddepict confidence. He believes in value for money and buysclothes which are trendy and yet affordable.

Content for Shenshi

Inspiration Experience:

Dedication , motivation & devotion are not enoughto be successful in your career , you also needcorporate connects and a little luck to carry youthrough your inertia

Identity Experience:

To get noticed at higher echelons of the corporateworld, one needs to be neat and presentable at alltimes. Trendy apparels often get more noticed thanthe standard run of the mill fabrics or clothing.

Utilitarian Experience:

Success is a journey and not a destination with anever ending process of learning, thinking out of thebox and carving a niche of your own in the corporateworld is like establishing your own unique DNA,what you wear speaks volumes of your personality.

Relevance to the ShenshiBrand

Theme: what is the purpose/lesson of your content

90% of first impressions are formed within 10-20 seconds ofmeeting a stranger, what you wear makes a significant impactPower dressing does not mean wearing expensive clothing .Itsimply means dressing in a way that projects an image of thesophisticated, successful working individual you are or would liketo become. Nothing sells better than a good story, consumersshould be able to relate to the shenshi story .

Brand relevance: how will this content help the shenshi brandto succeed in your country?

• In order to succeed in India, Shenshi must carry a SWOTanalysis to understand current trends and present marketconditions to allow it to segment their product appropriately.

• Adding new markets and extending their brand to differentcategories will help them expand market share.

• Consumers should see the shenshi Brand as a lifestyle notonly luxury.

• Regular advertisement though print and electronic mediacoupled with good PR and event creation during new storelaunch should put shenshi in good stead .

Tone & Voice

Communication is essential to the Shenshi’s Brand– and helps to build the brand. ‘voice’ is animportant tool for helping people understand whowe are and what we do. It helps them to trust us,encourages them to use us, and inspires them toget involved in our brand

Styling is lucid, clear and definitive. Our talk isclear and crisp . We say how things should be – butalways offer ways to help our customers in theirfashion issues. We are passionate andcompassionate and we attract attention .

Therefore our campaign headlines are bold andimaginative, creating a perceptible difference is ourmain campaign and hence our head line to “Getthe perceptible advantage”

Platform and design Shenshi should follow a clear and crisp communicationIn all their ad campaigns

The media should be in print as well as digital mediumTV and radio ads can be used sparingly on launchFocus on PR at every launch, the initial launch should beHave an opening by a celebrity which India looks up to.

Direct mailers and loyalty programmes focussed onRepetitive buying patterns.

Apparel Tags , packing and the store should haveThe same message “get the Perceptible Advantage”

The look and feel of the store should convey theDistinguished feeling of belonging

PR

Efficient productplacement in men’s and

health magazine

Editorial coverage withoutadvertisement spend

Goal : make a sincereproposal to all the men use

the journalist as a sourceto build the Brand

Internet &social media

Use website as the mainchannel

Alternatively set up microsite on social media FB,

pinterest , twitter

Draw traffic from B2Cportals like flipkart, ebay

,snap deal and more

Event

Launch event in 6 majormetros in india

Mumbai,Delhi, Bengaluru,Chennai

Folow up with lauch inHyderabad and kolkatta

look at launch in smallercities

Platform & Design

PRPrint media Design

PRPrint media Design

PRPrint media Design

Web designWeb design shouldBe bold andprovocative mdepicting change andBetter alternative

On line chat alongwith links to socialmedia will helpcommunicate thenew generationtrends