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Fashion Marketing Campaign

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Marketing Campaign is John Varvados’ Fall 2012 campaign featuring English rockers Paul Weller (54) of The Jam and Miles Kane (26) of The Last Shadow Puppets. Dubbed “Rock n’ Roll Gentlemen” by Varatos himself, the campaign is a combination of traditional print and digital media for a high-end fashion line which promotes stylized design and usability for men, both young and old. In a world that’s always changing things, Varvados aims to connect the old and new, paying deference to the past iconic styles while looking towards the future.

Set outside a pawnshop, Weller and Kane stand on an urban sidewalk similarly dressed in grey suits, starkly captured in the black and white image. This image, used in print ads from magazines to bus stops to billboards captures perfectly Varvatos’ urban, metropolitan aesthetic. As well as print, Varvados has teamed up with advertising agency YARD’s Executive Creative Director Stephen Niedzwiecki to create exclusive content, short films, which are hosted on Varvados’ website, as well as social media channels like Facebook. Namely, Weller and Kane patronizing the pawnshop for odd-ball items.

A men’s fashion house, the campaign is promoting a reconfiguration of an existing apparel line with the aim to further Varvatos’ market penetration. Spanning three collections, John Varvados, John Varvados U.S.A., and Converse, the products are physically offered in select retail shops, including solo boutiques. One such shop located in New York’s Lower East Side, the former site of music club CBGB’s, a calculated move to further their brand awareness and (arguably) add to its attraction. Additionally, the boutique on Bowery offers collections of vintage vinyl records, vintage audio equipment and collectible music books curated by Varvatos, himself for customers’ perusal.

Their target market is men in their early twenties to mid forties, with an appreciation for music, fashion, and their combined aesthetics. Moreover, given that their suits fall within the $1,000 price range, their demographic has a certain amount of disposable income. However, what the campaign seems to be targeting is an ethos rather than locking into a silo. According to a “whole demographic research thing” the company undertook recently, men ranging from teens to sexagenarians were accounted for.

I feel, interestingly, that this wide range of reported age response may be a key impitus behind the marketing campaign featuring Weller and Kane. The idea of using recording artists in their campaigns is nothing new to John Varvados, who teamed up with Ryan Adams and The Cardinals in 2007. However, which I find most interesting, is how this campaign was conceptualized to accomplish including an older demographic and potentially new development for the company.

demographics
The idea seems to be mirroring, I’m sure not entirely by accident, the current state of technology where people in their sixties are just as tapped into a life online as their children, if not grandchildren. Even something as derisive as rock n roll, given the current generations, is becoming more of a bridge than a barrier.

While this is a reconfiguration of an existing product, i.e. men’s apparel, what I found most interesting is how they conceptualized this marketing campaign from their others in the past, even closely related in content. Starting in 2007, Varvados teamed up with musicians Ryan Adams and The Cardinals to appear in an advertisement; sitting in a café, impeccably dressed. While the rock aesthetic was fully present, it seemed a little light. This new marketing campaign seemed to be in resepnse to a recent “whole demographic research thing,” which accounted for people from teens to sexagenarians. As such, it visualizes the notion of a brand that looks to the future, but also has respect for the past; and if you fancy yourself such a person, this is the suit for you.

They are selling the line through retail stores as well as online…it’s a reconfiguration of an existing product.

How are they selling the offering:
Offering – en4re bundle of as tangible good, intangible service and price that composes what a company offers to their customers
Communication – describing the offering and its value
Delivering – making sure the user gets the most out of the offering including after market service Eg: Supply chain, logistics
Exchanging – actual transac4on, acquire, consume and dispose ì Most cases it is cash payment for goods or services

Value proposition -­‐ summarizes key benefits for target customers.

Target Markets – desirable group of customers

Brand Attricutions
Functional and emotional associations assigned to a brand by its customers and prospects

Brand Awareness
PepsiCo changed the packaging of one of its major brands in 2008 generating mixed reactions

Product/Mrkt ENtry Stategies
Exis%ng Products, Existing Markjets (Market Penetration); New Markets (Market Development)

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