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Provogue is a known brand on the Indian fashion scene. It seems they are in a situation where they are finding it tough to expand. Some time back we made a presentation helping them leverage their existing brand equity and solidify their positioning (indeed, keeping their expansion plans in mind) :). It's obvious that they haven't bought our thoughts. However what they've implemented doesn't seem to make sense. Let's wait and see.
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A Brand Strategy Presentation for
By Fresh Communication Solutions
Inspired by
Geoffery Miller’s How Sexual Selection Shaped The Human Mind
Douglas Hofstadter’s GEB: An Eternal Golden Braid
Al Ries & Laura Ries’ Origin of Brand, Focus & The War in the Boardroom
Seth’s Blog
Chris Andersen’s The Long Tail
Simplicity Common Sense Logic Marketing= = =
In Marketing, simplicity works.
But the connection between…
The connection is through…
PerceptionLogic of Perceptions
& Oppositions
Two conversations
A friend to another friend, “Do you know how did he improve the
plant’s efficiency by 1%?”
A pal to another, “Do you know what pains did he go through to improve efficiency by just 1%?”
Schools of thought
# 1 # 2
Management
Marketing
Brand
Brand
Marketing Communication
This presentation is• apparently a brand strategy presentation• it might have implications for product strategy• on a larger canvas, implications for business strategy as well
Management
what’s the objective?
Expand the kingdom
Brand Strategy (or call it Marketing Warfare)
Category Definition (we’ll call it the Kingdom)
Positioning Line (we’ll call it the Nail)
The Enduring Visual (we’ll call it the Hammer)
Territory, the mind of the consumer
Inspired by
Geoffery Miller’s How Sexual Selection Shaped The Human Mind
Douglas Hofstadter’s GEB: An Eternal Golden Braid
Al Ries & Laura Ries’ Origin of Brand, Focus & The War in the Boardroom
Seth’s Blog
Chris Andersen’s The Long Tail
Celebrity (we’ll call it the Persona / Outward Personality)
Al Ries & Jack Trout’s Positioning & Marketing Warfare
Name (the king)
what’s in the name?
everything or nothing
Provogue
provog, v.t. to originate, initiate, create or invent a mode, trend, style or fashion which becomes popular and established
n. a mode, trend or fashion which previously did not exist
Provogue
provog, v.t. to originate, initiate, create or invent a mode, trend, style or fashion which becomes popular and established
n. a mode, trend or fashion which previously did not exist
Club-wear / Party-wear /
Leisure & Casual wear
Current Status
Provogue
provog, v.t. to originate, initiate, create or invent a mode, trend, style or fashion which becomes popular and established
n. a mode, trend or fashion which previously did not exist
Definitely!
Current Status
Provogue
provog, v.t. to originate, initiate, create or invent a mode, trend, style or fashion which becomes popular and established
n. a mode, trend or fashion which previously did not exist
Definitely but…Definitely!
Current Status
Provogue
provog, v.t. to originate, initiate, create or invent a mode, trend, style or fashion which becomes popular and established
n. a mode, trend or fashion which previously did not exist
Definitely but…Definitely!
Genotype (DNA)Phenotype (Body)
How does this DNA shape into a body which swims far and wide?
Current Status
Category Definition (Kingdom)
Positioning Line (Nail)
The Enduring Visual (Hammer)
Celebrity (Persona / Outward Personality)
Leadership in club-wear / party-wear / leisure & casual wear
Current Status
But…
Category definition seems to limit the growth
Current celebrities do not seem too effective
Positioning Line seems to have lost relevance
When Provogue entered, nothing like it was seen in the market.
So, do we reposition Provogue?
To reposition Provogue could mean changing its
DNA.
Is it worth the risk?
A well-positioned brand is a flag hoisted atop a mountain with the stick thrust down to the
bottom.
You can change the flag but getting the stick out is mighty tough.
A well-positioned brand is like the belief of a fanatic. The more you try to oppose, the
greater you strengthen the belief.
You can change the clothes of the fanatic, mighty tough to change his/her heart.
Strategic Options
1 2
Keep the DNA intact.
Try mutating the DNA.
Change the garb.The garb will
change.
3 4
Try re-creating the DNA.
Try re-creating the DNA.
Create a new animal.
Create a new animal.
Similar positionSame position RepositionNew Position, New
Brand
Brand has leadership position & the future of
the category looks definitely good
Brand has leadership position, future looks good but not assured
Brand is unknownBrand is well known and sees huge potential in a
new category
Seeing the problem in perspective
Competition of categories
(between kingdoms)or
Competition within category (infighting)
Louise Philippe / Allen
Solly / Van Heusen Zodiac
OfficeProvogue
Party
Leisure
CollegeT-shirt &
Jeans
Default for
Default for
Accepted for
Accepted for
Accepted for
Not considered for
Not considered for Accepted for
High frequency
Low frequency
Low frequency
High frequency
Accepted for
Default for
Default for
Louise Philippe / Allen
Solly / Van Heusen Zodiac
Provogue
substitutes doesn’t substitute
The thing about categories
Fashion
Clothing Accessories Etc.
Shirts Etc.Trousers
Level 1
Level 2 could be
Level 3
On the basis of objects
Office-wear Club-wear Etc.
Formal Etc.Semi-formal
Level 2 could be
Level 3
On the basis of occasions
Classy Look Funky Look Etc.
Office-wear Etc.Party-wear
Level 2 could be
Level 3
On the basis of looks
Premium Executive Etc.
Office-wear Etc.Party-wear
Level 2 could be
Level 3
On the basis of price
Cotton Synthetic Etc.
Office-wear Etc.Party-wear
Level 2 could be
Level 3
On the basis of material
Defining categories is a fuzzy process. Not so delineated as it’s always represented on paper.
The above categories aren’t, of course, mutually exclusive.
But when we look at levels like these, bases of comparison & competition become clearer.
The thing about categories
Category definition depends a lot on the evolution of the market & the choices people have.
The more evolved the market the finer the differences.
The more the choices the more discrete the preferences.
And in an area like fashion, in what terms do we think the most?
The thing about categories
Fashion
Clothing Accessories Etc.
Shirts Etc.Trousers
Level 1
Level 2 could be
Level 3
On the basis of objects
Office-wear Club-wear Etc.
Formal Etc.Semi-formal
Level 2 could be
Level 3
On the basis of occasions
Classy Look Funky Look Etc.
Office-wear Etc.Party-wear
Level 2 could be
Level 3
On the basis of looks
Premium Executive Etc.
Office-wear Etc.Party-wear
Level 2 could be
Level 3
On the basis of price
Cotton Synthetic Etc.
Office-wear Etc.Party-wear
Level 2 could be
Level 3
On the basis of material
What is the sense organ that gives you a sense of fashion?
Eye
What is the function of eye?
Lk
Which is that one question that everyone asks after buying/wearing a dress?
How does it lk?How do I lk?
Provogue’s focus should be a lk.
A lk that’s unique and different.
Better, if that lk is the opposite of what’s prevalent.
Once identified, Provogue should own that lk and promote it .
For fashion/clothing/style there’s nothing bigger than the ‘lk’.
A lk at popular brands are doing
The lks made popular
For a classy kingly look.
For a cool casual look at work.
For the perfect look.
For the street-smart executive look.
The complete look - shirt, tie, suit, cuffs, etc. Taken metaphorically to mean the complete
man.
For the confident look.
Many interpretations… but in general observation many jeans wearers keep the top
button open and that’s considered cool as well.
Most successful & popular brands seem to lead with shirts because:
Reading of these brands
In 2007, men’s apparel industry was mainly dominated by shirts (in value terms) accounting for 36.5% of total men’s segment.
Shirt is the most (and the first) visible aspect of the attire for obvious reasons. We won’t even realize on occasions that our colleague has worn the same pair trousers every day of the week because he has worn a good shirt every day.
In a typical wardrobe, shirts will always outnumber any other form of clothing / accessory.
Every look has an attitude.
Louise Philippe / Allen
Solly / Van Heusen Zodiac
Provogue
substitutes doesn’t substituteSorting out a typical closet might further help in
finding an answer.
A typical closet/wardrobe
Total of 30 shirts…
15-18 for normal office wear
4-5 for special occasions office wear
4-5 for party wear/leisure
12-13 for usual days
3-5 for Fridays / Saturdays
Provogue has its share here with a couple
Light shades most often, plane-jane staid colours
More colorful, more design-filled
Both these above described kinds of shirts / attires are no match to the
vibrant, bold, showbiz-inspired colors or designs of Provogue. And this will pave
the way for a Provogue look…
And that will increase Provogue’s share of a typical wardrobe and help it tap into new
wardrobes.
Well-positioned competitors facilitate developing a strong opposite position.
Instead of defining the brand in terms of club-wear / party-wear it would be better if the brand
owns and evokes a look which is opposite to what’s popular and prevalent.
Look of other brands Provogue Look
Dull Vibrant
Light Deep / Dark
Light Colors Colorful Colors
Conformism Standing Out
Managers Intrapreneurial
Limited Lustre Knight in shining armor
How can this opposite position be described in a few words which can evoke a clear
look/image?
Deep
Evokes the mood of ‘clubbing, partying’, the color of night, the colors of the apparel that have always been associated with the brand.
Describes the nature of a professional who thinks deep, who’s steeped deep into his work and life.
BrilliantDashing
That’s how the Provogue protagonist has always been depicted.
That’s what the corporate world has always admired and has always needed.
The colours, the shine and the lustre of Provogue merchandise.
Captures the essence of the Provogue professional who is as alert, witty and intelligent as the brilliance of his Provogue attire.
These words promote a look.
They increase the scope of the brand without diluting its long-established DNA.
They promote a look different from what’s the norm in the corporate world but at the same time increase the
chances of Provogue getting accepted as an alternative look in the office more readily.
Articulating the positioning
Deep Dashing Brilliant
Deep. Dashing. Brilliant.
Sheer Brilliance
A Dash Of Brilliance
Beauty & Brilliance
The Enduring Visual(the hammer)
An Icon / A Mnemonic
A brand is nothing but a short-cut.
How does Provogue become the best short-cut?
Why?
So that a single visual connotes everything about the look that the brand stands for.
So that the brand isn’t excessively reliant on celebrities/stars that feature in the
communication.
What kind of mnemonic/icon?
A culturally accepted symbol which can evoke associations instantaneously.
A symbol which can capture the look that the brand stands for.
Icon Option # 1
Prodiam
Inspiration: Diamond
A Diamond is always brilliant and glittering
A Diamond is precious and always signals fine taste
A Diamond is beautiful and cynosure of everyone’s attention
Icon Option # 2
Septastar
Inspiration: Star
A Star is always brilliant and glittering
A Star is a mark of recognition and high achievement
A Star is aspirational and demands high respect and regard
Summarizing…
Kingdom, nail & hammer
Brand Strategy (or call it Marketing Warfare)
Category Definition (we’ll call it the Kingdom)
Positioning Line (we’ll call it the Nail)
The Enduring Visual (we’ll call it the Hammer)
Celebrity (we’ll call it the Persona / Outward Personality)
Name (the king)
Going forward
Marketing Communication Plan
It’s the that lk dammit!
Lk brilliant.
