Ⅰ. Introduction
■ The purpose of this report
The modern society can be told that it is a standardization society in aspects ofthe products' qualities and functions by reduction ofthe production cost andinnovation of technology from building mass-production up. Therefore, it is difficult to have the competitive power in goods' quality and price in this society. For these reasons, in
* what’s underclothes?
undergarment worn next tothe skinand under the outer garments
* underclothes’ originIn 4th century, as the movement towards northern part, the Germanic race invented underclothes to protect themselves from the severe coldness in winter.
* ‘red underclothes’
there is such kind of tradition that when sons and daughters receive their first salary, they
to build a strong brand, through theIMC Strategy
Pretty well integrated under its concept , but not appealing to customers
↓
1.The overall concept of 처음처럼 is outdated
2.It is not appealing to all target groups of 25 – 35 years old,
Current strategy only appeals to women and few men
3.Each promotion strategy is not attractive enough to raise attention
TV Ad
Comb
and make them get along with other clothes well. We will start providing our products through online shop to reduce maintenance fee for brick-and-mortar shop. However, to broaden the opportunity for customers that can actually experience our product, we will make contracts with guest houses and register for a couple of flea markets and use them as our off-line store. Lastly, for theIMC strateg
and early 20s
▪ Vivid colors of VANS
1. Take pictures of daily life with VANS shoes.
2. Make the pictures black and white except the part of shoes.
It should be simple and easy
to catch the point instantly.
Expected effect
▪ Making customers be aware of VANS’ Vivid color
▪ Remainin customers’ memories
▪ People think VANS shoes is every day-shoes