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HELLO
Rumors say wants to…Launch a basketball shoe line.
Sweet! Our aim then is toBuild brand preference in the influencers category by reinforcing the streetwalkcoolidentity of H&M.
How? Well, we have a thing called strategyConnect H&M to the influencers culture.
Look at Adidas Originals. Now look at Nike. Go to Topshop or Zara. Everybody wants a piece of the pie. Sporty yet fashionable? Done. Seen. Brands no longer compete on a product level therefore,
how could stand out?
It’s simple. Steal them
Steal their audience. Literally. Focus on their people, their needs, their culture and you might even discover you know them better. It’s not about taking sides or leaving ships. These people need a change. And can give it to them.
So, who are they?We are talking to the Influencers category. These are the people whose opinionsare always valuable to others because of their unfailing capacity to recognize whatthe next thing is. Besides being the early-adopters, they are also living statements.Their interest in film, music, art, technology and even philosophy, has defined theiridentities and influenced the taste of other people. They work in creativeenvironments and are globally connected. Most importantly, they are the curators ofour millennium - always searching for new and exciting stuff to popularize.
Back with the insightInfluencers curate talent (their interests lead them to identify fresh talent, what the next thing is).
3Proposals
2 Basketball line launch & Court Lounge inauguration
After the launching eventH&M will keep the venue open for the public for 2 weeks turning it into H&M Court Lounge.
#1
Social goodH&M can redevelop damaged basketball courts around the city, while still promoting the street-sleek mood of theH&M Court Lounge after its closing.
@hmcuratorsAnyone with a genuine interest in recording moments, capturing ideas, absorbing beauty, who can't stop touching, feeling, smelling, tasting all, all of it, is a curator. They search for authenticity in the most obscure places. They are the beat designers, 'whimsers', film nostalgics, cinemagraphers, light collectors, sports guards, analog masters, urban explorers.
#2
By posting interviews with people with a passionate interest in collecting ideas & curating talent, we want to engage a larger audience. After seeing the videos, anyone can send their own inspiring story using @hmcurators. The videos will also be posted on H&M Facebook page.
http: A gallery with all of the sent videos will be created on H&M website.
Choose to have an open heart.@hmcurators
Unconventional OOHH&M billboards will be covered by real basketball nets to tease the audience.
On the day of the new line launch the billboards will reveal prints displaying some famous artists.
Suggested endorsers: The Weekend, Kendrick Lamar, Annie Mac, Frank Ocean.
#3
Questions to ask the clientHow much of a priority is the new shoe line for H&M?Do you plan to expand a clothes collection to go with the shoes?Would H&M want to attack the sportswear market? When?Why hasn't H&M bonded with the Influencers category before?What would make you relevant in this segment now?
Thank youTeam Alexandra Bunda ‐ Vlad Ionita
