Question
Topic: Strategy
Need Concept For Denim Jeans
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Basically I was given the tagline "Engineered to Fit" and this tagline will be used to introduce our denim jeans collection for women.
When i think of Engineered to Fit, I think that every piece of denim is made to fit perfectly on the body of any women who wears it.
I need to build a concept based on this, sort of like Lee Cooper "Maximum Freedom" which has models hanging across a cliff in their billboard.
Currently our jeans feature Lycra, which is supposed to hide buttcracks (apologies for the use of this word), and is basically made of higher quality than our current competitors, and this equals to the fitting retained even after numerous washes.
We have built a concept called "Not All Customers Are Dumb", which indirectly communicated to customers that our competitors focus on increasing revenues and produce average quality denim, while we focus on each detail that makes every piece of our denim jeans better than the others. Unfortunately, that did not go too well.
Can i get any opinions from here? What tagline and marketing concept can i build using the term "engineered to fit". I've been doing my research on companies like GAP and American Eagle and got some ideas, but I do need some more opinions.