Market Position

Largest range of most sought after stock Cutting edge Local & international labels The destination for target audience to discover what they should be wearing

Target Audience
Males & Females 15 19 years old, capital city resident Fashion conscious, brand aware Look At Me Technologically savvy, student, living at home, work part-time, busy social life, high social media presence. Unique and individual, just like everyone else.

SWOT Analysis
Strengths Prominent retail locations High brand recognition Opportunities Weaknesses Online content doesnt support brand Stock not available in all stores Threats

Increase in online spending Economic confidence, Strong $AUD

Trend towards higher stock turnover Introduction of ETS increasing cost of goods sold (COGS)

Objectives
MARKETING OBJECTIVES Increase online retail sales by 15% Increase $ value of each retail transaction by 20%

CAMPAIGN OBJECTIVES Generate foot traffic Improve targets awareness of retail locations Encourage propensity for online purchasing by broadening the consumers scope for interaction with the brand by provision of the app

GP UNLOADED
Release of General Pants Summer product range to be marked by the launch of its catalogue as an app. Launch to be supported by an integrated digital campaign and associated in-store competition.

SUMMER CATALOGUE APP

Utilising digital imaging technology, app translates user uploaded image into a 3D digital mannequin (automatically calculating users height, sizing etc by the users relative distance from the lens & size in image-frame when photo is taken) Users mannequin image accurately displays GP catalogue range, demonstrating near accurate clothing fit on the user User can build their own look from product images & save an accumulation of consecutive looks Desired saved looks can subsequently be uploaded directly to General Pants user account for immediate purchase (with accurate sizing etc determined by app during selection process) without having to engage in complicated online ordering process. Compatible with iphone & android smartphones

mYLOOKS
Ill show you mine, if you show me yours

Gallery where users may upload their favourite saved look, as an option when placing an order (i.e. share on Facebook, Tweet, unload to mYLOOKS) To gain access to the mYLOOKS gallery, users must first upload a look Encourages interaction and engagement Share, comment, inform on latest fashion

COMPETITION
Models will randomly appear in selected GP stores in Sydney Participants locate the in-store model and say I'll show you mine, if you show me yours $1000 online voucher will be awarded to each winner Competition to be tied in with social media

 Encourage and reward loyalty Competition will require participants to check-in at 3 different General Pants locations to earn the General Pants Badge General Pants badge will also enable 10% discount on next online purchase

TWITTER
Generate interest in campaign, interact with target, facilitate campaign activity broadcast clues and associated information with the competition based on catalogue content, time and location

FACEBOOK
Landing page for banner ads Details function of app, how to engage with campaign activities Details framework of competition & requirements to participate Link to Foursquare locations & Twitter profile Direct traffic to website

BANNER ADS
Technology blogs and forums Fashion blogs and forums MTV Australia, youtube, ninemsn, yahoo7 direct traffic to Facebook page.

SOCIAL INFLUENCERS
A week prior to the launch of the App, 5 technology bloggers are invited to fully interact with it and unload a free order to the GP website to the value of $200 each & create their own YouTube clip to demonstrate how it is used & what their experience was like Organic comments to be placed in related technology and fashion forums detailing originality of App & impact on future of online fashion retailing All links direct to Facebook competition landing page

YOUTUBE
GP initiated How-To video Scope to encourage user generated content depicting individual experiences with the App

SEEDING
Utilise the support of blind ad networks to kick-start videos viral response High viewing results most viewed technology slot on youtube main page

CONTROL MEASURES
Monitor Google Analytics to determine origin of web traffic Monitor Social Media presence to ensure brand values & terms of use policy adequately reflected in online user activity Budget flexibility to facilitate reallocation of funds when more effective online sources of traffic are identified

BUDGET
Seeding Market Research Web Development Online (incl Social Media) Moderator Security You Tube Video Models Stylists & Hair and Makeup Bloggers Prizes Discount Photographers In-store Promotional Material 50,000 50,000 5,000 15,000 5,000 2,000 20,000 8,000 1,000 15,000 100,000 10,000 20,000

Total Campaign Expense:

301,000