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Goeiemiddag
@joeri_insites
Opening Forever 21
Antwerp
1000 waiting
23000 visited in one day
2 min on national news
1984, Los Angeles, CA
Chang Family
480+ stores
On trend product
Several Lines, shoes accessories
Daily new styles
Wide, not deep
Very (very) affordable
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Fashion Blogging
Streetstyle Hunting
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SCENE (T)AP(P)
50 Chicago bars
cams recognizing
numbers & gender
R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model tested by path analysis
Cool
//COOL =
0.38*Original
Cool
//COOL =
0.20*Popular
Cool
Cool
#146
Cool
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Cool
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Cool
//Template 1 • Tekst ①Act, don’t tell
①Innovate and surprise
①Friends are the COOL filter
Cool
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Insert movie Adidas
Real
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Real
//Authenticity for
Generation Y
Real
Real
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On authenticity
//Human factor of
branding
Real
QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you?
Source: InSites Consulting BENELUX study for LEVI’s Europe 2008
//re-Humanizing
marketing
Real
How social media could be more social
1 Read instead of write
2 Ask for feedback (rather than wait)
3 People (staff) instead of company
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Real
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①Stay true to your roots, but don’t shout
②Warm is the new cool
①Be open and respectful, listen (like friends)
Real
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//Michael stole the moonwalk from David…
Unique
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// who stole it from Marcel Marceau
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//Does this remind you of something?
Unique
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//Dietrich Mateschitz
Unique
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//Uniqueness by stealing from other industries
Unique
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Unique
Unique
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①Sustain your unique proposition & style
①But adapt to the changing environment
①Not forgetting about your core audience
Unique
Self
Self
Self
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Insert movie rorschach U by Kotex
Self
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Self
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Self
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Self
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Self
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Self
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Self
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①Don’t offer products, support lifestyles
①Never use tribes on the outskirts
②Vary & combine different passion points
Self
Happy
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Happy
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Happy
Happy
// I WILL NEVER FORGET THE DAY…
Surprise
Fear
Anger
Sadness
Disgust
Meeting the love
of my life
Becoming a sport
champion
My first kiss
Extreme experience (e.g.
skydiving, mount climbing)
Parents got
divorced
New school
Encountered aggression
When I was dumped
by my partner
Death of a person
close to me
Was diagnosed
with a serious
illness
When I got in a fight
Discovered I had no
real friends when I
needed them most Moved
Graduated
Got my driving license
Being dumped by my
boy/girl friend
N = 40
N = 13
N = 14
N = 93
N = 30
Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy,
Romania, Poland, Brazil, India, and China.
Happiness N = 156
Happy
Happy
Happy
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Happy
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Insert movie SAF integrated longer
Happy
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①Deliver gratifications, not just pleasures
①Don’t use negative emotions
①Happiness is the new rebellion
Happy
