Background/Problem
We do not yet have a relationship with the young adults we are looking for. They do not yet know that our fashion allows them to creatively express their personality through the clothes they wear. Once they find those colors that let them be them, they will fall in love with us, and themselves all over again.
Advertising Objective
We want people to break free of the color boundaries that other stores put on them. We want people to walk into the store or visit the site and have this “Ahhh” feeling, relieved that they finally found a store that gives them the shot of choosing exactly who they want to be.
Insight (Problem)
I want the shade I imagined in my head to jump off the shelf at me. I need the freedom of choosing that “in between color” that shows who I am. Give me the option of differentiating myself from all the other color clones.
Target Audience
They’ll keep an old pair of shoes because those shoes hold stories that they adore
They see the status quo around them, and set out to defy it.
They strive to show themselves as an individual and not just a member of the flock
They want people to see that they don’t have to conform to their standards
They’d rather have the right product, rather than the IT product
They’ll wear that lucky pair of underwear because they know it would never do them wrong
They’ll go to the hole in the wall restaurant because they see the potential
They have a need to use the stairs because everyone uses the elevator
If a product doesn’t say something about them, they want nothing to do with it
They’ll do that dare, because you thought they wouldn’t
They want to take on the world, while remaining true to themselves and not selling out
They don’t want the world around them to tell them who they can and can’t be
They live by their rules, their decisions, their soul
Proposition (includes benefits and reasons to believe):
Your shade is waiting for you
80 colors of polo shirts currently available on the floor, 50 Colors of Socks
16 textile masters with each over 20 years experience in dyeing
Not tailored to any certain fashion, no logos - just colors
Selections available in stores, as well as online
“Uniqlo offers products in almost every color imaginable” - New York Fashion
So did you like it? You probably didn't read the whole thing, but I understand. Our SMP (Single Minded Proposition) ended up being "Your Shade Is Waiting For You." Let me tell you, if I read that, I'd think of paint instead of clothes and I'd still be interested. I don't even need paint and I'd want to go look. Discovering it's actually clothes? What a nice surprise. I love clothes. :)
Seriously, look at all those colors! And then they have it in off-shades. I can't find the exact picture right now.. still googling.
You know what, I can't find it. Just go to the site and look for yourself. Seriously, it's impressive and the only reason I haven't bought from them is because I'm a broke college student who doesn't NEED any of these clothes. If I had money, it would be impulse buys out the wazoo.
Seriously, go to the website. It's pretty since they redid it. :)
Until Next time!
-MG
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