Question

Topic: Strategy

Need Concept For Denim Jeans

Posted by Anonymous on 5/9/2010 at 2:58 PM ET 25 Points
Hi People,

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.

To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by CarolBlaha on 5/9/2010 at 3:35 PM Accepted
    Well first, who is your audience? What is the typical age of your niche?

    I'm not sure GAP is a good model -- they are not exactly making money.

    And the GAP customer isn't an American Eagle customer.

    The young gals seem to enjoy the flash of a thong under their jeans. And they have the nice bods. Now, the older gals are looking for style, shape and "coverage". (Babies didn't rake havoc on my body-- but menopause...don't get me started...)

    I like "engineered to fit" -- but thinking out loud-- engineered to me means mechanical. That can be a good thing. Like a well fitting denim over a sports car? Fitting it's curves like it will fit my duppa?

    You can do the billboards like the chickfilla cows, with a jean clad car model on them. You can drive those cars around any town you target. You can drive hosts of them and do car shows -- think dillards doing a "car/jean show" traveling city to city. And grabbing a car sponsor to fusion market and share expense. Or muliple car sponsors. Or Nascar.


  • Posted on 5/10/2010 at 3:37 AM Author
    Those are some good responses right there..

    Basically my demographic are ladies 23 above, somehow already in the working world and not in college anymore, so they're looking at more conservative styles, so yes - style,shape and coverage is spot on!

    I'm not exactly sure what chickfilla cows mean? Can u elaborate that ?

    Thanks !
  • Posted by CarolBlaha on 5/10/2010 at 7:27 AM Member
    Chickfilli cows are on billboards as 3 d and hang off the rail of a billboard, etd.
  • Posted by Harry Hallman on 5/10/2010 at 10:58 AM Member
    My suggestion to you is, that if you can afford to create and market a jean line, you should be able to afford to hire a professional marketing promotions company to help you.

    How is it possible to give professional advice with the very limited information you provided? We don't even know what country you are marketing your product in (you didn't fill out your profile), what your price point is or any other very important information.

    I would assume you want to avoid the mistake you made telling your customers they are dumb "Not All Customers Are Dumb". Wow how did that slip by?

    Anyway do yourself a favor and get help
  • Posted by Chris Blackman on 5/13/2010 at 10:30 AM Member
    Chick-fil-A cows here:
    https://www.chick-fil-a.com/?#thecows

    I would have thought "fit like a glove" would be a better understood tagline than "Engineered to fit".
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Strategy)