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Victoria Shepard
Advertising and Marketing Communications Professor Balestrino
May 11, 2011







FINAL PROJECT: DL1961 Jeans



































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1: Identifying the Product
Product: DL1961 Denim
Competitors: J Brand, Adriano Goldschmied(AG), Paige Premium Denim
Compare/Contrast:
Package Design: AG and Paige both have signature-embroiled pockets. Both J Brand
and DL1961 are simplicity plain. DL1961 has small logo stitched into top right corner
pocket.
Ingredients (material):
DL1961 XFIT Lycra / 73% Organic Cotton / 27% polyester
J Brand 98% cotton / 2% Lycra
AG- 45% rayon, 30% cotton / 25% polyester
Paige- 98% cotton / 2% spandex
Price: (based on average style)
DL1961- $158.00
J Brand -$167.00
AG - $168.00
Paige- &$179.00
Availability:
All sold at most major department stores and specialty boutiques such as National Jean
Company, Bloomingdales, Nordstrom, E-Street Denim , and many other fine specialty
stores.




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2: History
A new collection of premium denim launched Holiday 2008, which combines revolutionary
fit with timeless sex appeal. DL1961 Premium Denim Company is only a little over two years
old and already getting attention as the new must-have jean. The reason is in the slogan attached
to every pair Part Attitude. Part Technology. Complete Sexy. Made using patented
revolutionary cross-weave XFIT technology that adapts to unique body shapes to give custom fit
and comfort, DL1961 4-Way Stretch Jeans will not Sag, Bag, or Lose Shape. The 4-Way stretch
creates 90 percent less pressure at stress points including the knees, inseam, and back rise.
DL1961 is the first denim company to exclusively feature XFIT LYCRA and the first to offer
organic cotton.
The Savitt Partners team of Marc Schoen and Michael Schoen represent both DL1961
Premium Denim and the ownership in the lease negotiations at current corporate headquarters
and showroom located at 530 Seventh Avenue New York, New York. DL 1961 recently
committed to an additional 1,400 square feet of showroom space and renewed its 2,117-square-
foot lease within the 460,000-square-foot property owned by G&S Realty 1, LLC.
Built in 1930, the Art-Deco 530 Seventh Avenue is recognized as the premier location for
many of the hottest fashion companies in the contemporary, junior and missy categories, as well
as the designer, bridge, menswear, urban, footwear and accessory industries.
Styles for women include slim leg, skinny, boot cut, and wide leg flare; and are available
in full range of washes from super dark to bleach and are finished with a small but identifiable
embroidered "DL" on the back right pocket.
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"We have developed soft, lightweight washes with XFIT LYCRA denim that are
superior to the qualities that have previously been sold in the market. Our style-conscious
collection of DL1961 jeans is expertly designed to enhance body confidence and comfort at the
same time. Now, you don't have to sacrifice comfort for style. You can have them both. As soon
as someone experiences DL1961, we are certain they will feel more sexy and confident."- Will
Redgate, National Sales Director.
4: Identifying the Positioning Strategy
Positioning Strategy: Premium Denim Company DL 1961 offers a variety of womans jeans
made with the first-ever technology of XFIT LYCRA. The revolutionary new material creates 4-
way stretch, terminating the aggravating and frequent issue that women loathe of their denim
jeans gapping and stretching in certain areas after a short period of wear.
5: Steps to Achieving the Positioning Strategy (divided into parts)
The market the brand will compete with its competitors for =
-Females ages 12-80
-Single with high-income job /married to husband with high-income job
-All body types
-Appreciation for designer fashion
-Follow trends and celebrity influenced fashion
Attributes=
-4-way stretch
-First denim to be made with 360 degree XFIT LYCRA comfort
-First denim to be made with organic cotton
-No sagging or unwanted stretch during wears
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-Not limited in the range of washes as others are with traditional Lycra
Collecting Information= Survey
I conducted a survey using 20 random female customers at National Jean Company in
East Williston. The women varied in areas such as age (16-50), body type, and personal style.
Each tried on a pair of DL1961, varying in different styles the jean specialists specially chose
depending on their body type and wash the customer was looking for. Please note: National Jean
Company is a specialty boutique and does not carry every style offered by DL 1961. The survey
consisted of 18 questions based on a scale from 1 to 5 (5 being very much or 100-76%, 1 being
not at all or 5% or less)
The survey majority results for each question are as followed:
-16 out of 20 answered the jeans fit true to size 100-76%
-18 out of 20 answered the jeans were very much comfortable
-After asked to sit down, 16 out of 20 answered they 100-76% stayed in place
-13 out of 20 reported very much liking the overall design on the style of jean they tried on
-11 out of 20 reported very much liking the wash
-14 out of 20 reported very much liking the style (high-wasted, skinny, straight, flare)
-19 out of 20 reported 100-76% easy to move around in them
-14 out of 20 reported jeans were very much versatile to be styled with a variety of shoes
-15 out of 20 reported jeans were very much versatile to be styled with a variety of tops
-14 out of 20 reported 50% believing the effects of the new technology offered in DL1961
-19 out of 20 responded 100-76% having the problem of designer jeans stretching and gapping
-10 out of 20 responded that the weight of the jeans could be better (75-51%)
-14 out of 20 answered the jeans very much flattered their body type
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-13 out of 20 answered that it is not at all easy to find jeans for their body type
-17 out of 20 responded they would 100-76% recommend the jeans to others
*The following results came from customers who have previously owned a pair of DL 1961 (8
out of 10):
-8 out of 8 responded that 100-76% strongly that the new technology in the jeans fulfilled the
promise of what it said it would do
-The Feedback proved many things about the denim line DL 1961. The majority answer of very
much (100-76%) gives insight that the consumer would be very persuaded to by just based on
comfort, styles and appearance. The fact all that previous owners admitted the new technology in
DL 1961 was true to the fact they did not sag or stretch out after being worn for a long period of
time proves customer satisfaction and an honest and accurate unique selling point for DL 1961.
The Consumers Problem =
The denim jean industry gets the most money from consumers a year because jeans can never go
out of style and are so widely accepted and versatile. A huge issue with a lot of denim that
female consumers are constantly looking for a solution too is jeans losing shape. They do not fir
the same 5 hours from when they first put them on due to sagging in the butt and knee region and
stretching in the waste from movement. This first ever-new technology prevents this irritating
universal problem by stretching 360 degrees with the consumers body rather then against it like
jeans in the past.
Current location in the consumers mind =
DL1961 are on sale mostly where its competitors are sold but since it is a relatively new
company and the first to use this new technology it is not as well known as it could be. However,
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many celebrities have been turned on to these jeans and are photographed wearing them, which
is excellent publicity and results in sales.
Target markets preferred attributes=
Stylish, simplistic and classy, versatile (could be dressed up or casual), all day fit, variety of
washes and styles to fit different body styles and consumer wants.
Connecting positioning of product and ideal vector=
-Small embroidery on the pocket for a simplistic classy look rather then large detailing in some
of its competitors
-Versatile washes are perfect to be worn with a basic top and ballerina flats or sandals for a
casual day look and then can be transformed by a nice top and jacket and heels, such as cork
wedges or pumps for an evening outfit
-All-day fit due too 360 degree stretch to the consumers body making it possible to wear them
for unlimited amount of time without the stretch and sagging effect.
-Available in a number of different washes to satisfy the consumers personal style and available
in different cuts such as skinny, straight, boot cut, and flare. Also to satisfy the older customers
needs (usually moms who dont want to be wearing the same jeans as their teenage daughter) is
the high-wasted style with a higher rise to hide extra fat and appear slimmer.

6a. Creative Strategy-Getting Consumer Attention & Persuading to Purchase Product
Purpose:
-To inform target audience about the new denim phenomenon resulting from new technology
used in the product to fix an extremely common problem consumers have with denim jeans.
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-To inform target audience of the great benefits and trend-setting style the jeans promote along
with the many celebrities that are currently wearing them.
Target Audience:
Demographics- Female 13-85 years old, over 100,000 income from high-positioned jobs or
housewives to a man with a well paid job, smaller family size so they have more time and money
to shop for themselves.
Psychographics-Leads somewhat of a luxury lifestyle, she likes designer and well-made products
and doesnt mind spending the money for it, believe that it is worth the money to get a product
this is well made and very popular or solves a problem they have. Often the customer values
materialism and labels.
Buying Motives- These jeans satisfy the female customers wants and needs by complimenting
her physical appearance both for herself and others, putting an end to the self-conscious feeling
that comes with constantly having to pull jeans up because they stretched out so much and giving
her the confidence level too feel free and sexy. Also, an extra perk would be owning the new it
product seen on favorite Hollywood Stars who influence so many women of societys fashion
trends these days.
Purchase Habits: The expected consumer spends time shopping, is lenient with money if she
feel she needs or wants the product, and she is very trend-aware and keeps up with celebrity
gossip and styles. She always wants to appear neat and classy with the desire to always whats
new and hot in fashion.
Benefit (claim): 4 way stretch due to new technology XFIT Lycra tat results in wear ability for
very long time periods without the typical stretching or sagging that usually comes with jeans.
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-First denim to offer organic cotton with XFIT technology, which is very important and
beneficial to the earths Go Green movement.
Why Benefits Attract Target Audience: Very common for denim to stretch and sag after a few
hours of wear causing an uncomforting feel and a constant self- conscious feeling. The benefit of
XFIT Lycra is finally the solution to this unpleasant and often embarrassing action. At DL 1961,
we acknowledge the hidden strength of a female and focused on a womens perspective of
appearance and self worth. The jeans we created are designed to remind all women of shapes and
sizes that they are fabulous and it is ok to let there inner-divas struts the streets in her jeans with
poise and confidence.
Media and Key Insight: It is time for DL 1961 to launch a complete advertising campaign to
really get the word out of to all the public about these amazing new jeans they have yet to
discover. The two national ads will be published in the high-end fashion magazines such as W,
Bazaar, Elle, Vogue, and more to reach the target audience DL 1961 is aiming for. Also the
national ads will be blown up onto billboards located in some of the most trend-fashion inspired
cities in the US such as NYC, Miami, and Los Angeles. The center point being the key insight of
the premium denim line, XFIT Lycra that has never before been available in denim before and
will revolutionize the future of everyones all time classic favorite clothing item.

6c. Sales Promotion Idea
-Since Dl 1961 is sold through specialty retailers and department stores, we extend a sales
incentive out to each of their employees. For one week only, if an employee successfully pushes
and sells ten pairs of our jeans they will receive a free pair compliment of our company. This
sales incentive will be beneficial in many ways and everyone, not just the employees, wins. For
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DL 1961, it will increase our sales number, raises customer awareness and creates an opportunity
for publicity. On the other hand, the employee will receive a free pair of must-have, 4 way
stretch, designer jeans that are so well made we had no choice but to sell them at a high-end price
and all they have to do is convince customers to try them on and the jeans do the rest of the
work. Also, the distributing store benefits since it receives a percentage of each pair of our jeans
the sell for displaying and offering our denim line to its customers. This incentive will only last
through the first week of July so we suggest all department and specialty stores employees get
familiar with DL 1961s by trying on a pair for you to see why they are so incredible.

6d. DL 1961 Sponsors Event at National Jean Company Long Island You Dont Want to Miss
-DL 1961 will be sponsoring a one-day only sales event at all four Long Island specialty-clothing
stores National Jean Company on Long Island on July 12, 2010. This opportunity doesnt come
around often so you do not want to miss it. Come in and purchase two pairs of our revolutionary
technology made jeans and get 15% off first pair, better yet, buy three of more pairs and receive
25% off first pair. Along with extending a great discount we will also have one of our own
certified jean stylist there to get you in the styles and cuts that are going to fit your one-of-a-kind
body type to flatter and compliment you individually because we off all companys know that
one size is never meant to fit all. We offer a variety of styles, washes, and rises to flatter every
individual woman, not just the size zero model seen in fashion advertisements. Ladies, why put
yourself through any more embarrassing jeans moments where you are constantly trying to
nonchalantly pull them up by the stretched waste along with the not-so flattering look of the
sagging butt region all so you can get a few hours of great fit? Come in and try for yourself a pair
or even all pairs of our large variety, revolutionary, 360-degree stretch XFIT Lycra jeans that is
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designed to stretch with you not on you. This is a one day special event so dont miss the chance
to have a professional stylist dress you and open up your eyes to styles that will make you look
and feel like the sexiest and most confident girl you know along with a great discount.

Why the event will stand out and be effective:
The most difficult clothing item to buy happens to almost always be denim jeans, which
also happens to always be the clothing item worn the most by people. Having an experienced,
fashionably knowledgeable and constantly updated on trends jean stylist provide customers with
a less stressful experience and honest opinion which many clothing consumers want and need
when buying a product. Many customers do not like to rely on their judgment alone and find it
extremely helpful to get others opinions, especially a stylist who knows what he or she is talking
about. Also, jeans are not often a product customers would compromise quality for price, so the
opportunity to get a few pair of jeans with a discount will attract attention, especially with those
consumers who like to do one big denim shopping spree a season so they can avoid the stress and
frustration that usually goes hand in hand with shopping for jeans.








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