brand in sports goods
Provides shoes for collaboration project
Apple
- Leading brand in electronic goods
Provides I-Pod for collaboration project
Example of two companies in different industries coming together in order to create a new meaningful consumer product experience
Nike + Sports Celebrities
Nike
-Leading brand in sports goods
Provides shoes for collaboration project
Sports C
collaborated. Interviews with the renowned designers let people communicate with the designers through the story of their own experience while the company promotes itself taking credits of the designers’ prestige.
The Alessi Museum
Inaugurated in 1998, the Alessi museum was created to be filled with all the objects, drawings, images and documents of any kind, significant for the company. T
■ Since year 2007, Uniqlo launched Designer Invitations Project
▪ The list of Collaborated Designers
- Phillip Lim
- Felipe oliveira baptista of MaxMara & Cerruti 1881
- Adam Jones of Christian Dior & Kenzo
- Japan Local designer ‘Mint Designs’
The Prada phone, developed in conjunction with LG, was well received and helped the brand to reach new audiences…
collaborators
1. Customers: Analyses on the target customers
Segment Age Profession Characteristics
1 20-25 University students - Especially, freshmen & discharged soldiers are interested in their appearance
- Most of them are tech-savvy, using the Internet and other technological devices on regular bases.
- Because of their lack of social confidence, they have high interests in their app
brand is well known for the collaborations with many companies.
Juun.J is launched by Jung Wook Jun, who is the one of new Korean fashion designers.
Juun.J participates in Paris Collection and recently doing collaboration with Bean Pole acc.
1. To reduce the risk of the new product failure
Merely 20% of new products considered successful
(Aaker 1991 ; sheinind Schmitt, 1994)
2.
3.2. Targeting and Positioning
As mentioned above, this ‘Old Money’ segment can be reached by executing unique marketing strategies. One good example is the strategy mainly using only magazines to advertise their brand. If luxury brands use all other marketing communication tools as well, the image of luxury will definitely be blurred. So, to be consistent with this concept, there should be
H&M offers fashion and quality at the best price
H&M's first store was opened in Vasteras, Sweden in 1947 by Earling Persson
H&M is in around 2000 stores spread over 37 countries
H&M offers fashion for women, men, teenagers and children
The collections are created centrally by around 100 in-house designers together with buyers and pattern makers
H&M also sells own-brand cosmetics, accessorie
Sophisticated Innovation
Introducing short-necked clear bottle
Collaboration with the artists, designers and musicians
Absolut campaign selected as one of the best 10 advertising campaigns of the 20th century
Make it consistent with the brand extension
Perfect mixture of tastes makes it ‘the absolut one’
3. 경쟁사 분석 및 Brand Positioning
1) GIORDANO
앞서가는 디자인을 좋은 소재를 이용해 합리적인 가격으로 소비자에게 제공하는 캐주얼 브랜드이다. 1994년 첫 선을 보인 이래로 베이직하고 심플한 브랜드 이미지와 함께 ‘개인의 취향과 라이프 스타일을 반영하면서 시대에 부합하는 대한민국 대표 캐주