Forsenorse's Blog

In the recent BrandZ report from Millward Brown Optimor, a subsidiary of the massive WPP, it broke out the apparel category.  Here is what the researchers had to say about the global apparel sector:

Value is Setting the Trend

Spurred on by the credit crunch, shoppers are in search of value, H&M, the global chain known for offering high style at low prices passed Nike to become the worlds number one apparel brand.

The sector has been hit hard, with most brands experiencing a drop in brand value.  Even the most exclusive brands have been forced to slash price to entice customers; Ralph Lauren lost 20 percent of it’s brand value although the brand held its place in the rankings at number six.

Zara fared better than many of the other apparel brands. It seems its just-in-time production model, developed to provide fast fashion in good times, is well suited to the current enviroment where declining sales require closel calibrated inventory control.

In contrast to many of the brick and mortar stores, online and direct shopping are performing well as consumers bargain hunt from the comfort of their own homes.

And the global winners are…..

Brand – Brand Value

1. H&M: $12,061M

2. Nike: $11,999M

3. Zara: $8,609M

4. Espirit: $6,751M

5. Adidas: $4,949M

6. Ralph Lauren: $3,031M

7. Puma: $1,892M

8. Next: $1,670M

9. Gap: $1,298M

10. Old Navy: $986M

Brandweek recently published the Top 10 Product Categories for Teens based on 2008 ad spend with teen publications.

1. Apparel: $40.1M

2. Fragrances (female): $14.6M

3. Entertainment Software: $14M

4. Sporting Footwear: $10M

5. Department Store: $8.6M

6. Apparel Store: $8.6M

7. Shoes: $8.2M

8. Lipstick: $6.4M

9. Antiperspirant/Deodorant: $5M

10. Mascara $5M

Breaking through to reach teens with your apparel brand takes intelligence, direction, opinion, and a plan. Amazing that the second largest ad spend category in 2008 is almost three times lower than apparel.  With teens wearing a multitude of brands – companies need to look well beyond their competitive set to ride above the noise and be heard.  As action sports apparel companies continue to reach beyond beach wear, the ad spends from competitors get heavier, the research deeper, and the experience…well….more.

It’s time to place every brand that a teen wears and review their media consumption and the ads they view on the table – not just what they see in your industry.

Brands are/have personalities.  You know this, but maybe it’s time to rethink. What’s your brands personality?  Would you invite your brand to your party?  Would you invite your brand to work in your department at work?  Depending on the objective of your brand, it must serve at least one of these two scenarios.

For example, you may not invite the dorky guy with the pocket protector to your party, but you definitely want him on your patent team.  Your brands image and voice needs to reflect your strengths and ultimate brand direction.  That’s the business example. Now let’s look at the “teen brand” example.

Here is an exercise…imagine all of the brands in your competitive set as stereotypes from high school.  Which personality is your brand?  Are you the jock, the cheerleader, the nerd, the dork, the stoner, the quiet one, the rocker, the drunk, the showman, the stud, the slut…you get the idea.  Does your brand show up at the party first and leave early? Does your brand hang by the keg and get loaded? Does your brand get the hottest chick at the party? Does your brand even show up or care about the party? Is your brand desperately trying to get invited to the party? Are others at the party glad your brand showed up? Does your brand arrive and leave without anyone noticing?

Think about where your brand personality is today and where you want it to be.  Does your brands personality meet with your business objective. If our goal is to take over the industry, but your personality is the stoner, you may only appeal to so many consumers.  If your brand is so vanilla that no one responds either way to it, then you may be stuck in the middle.  Would you want to be stuck in the corner talking to your brand?  Is your brand too old to be at the party but is just there to relive its old high-school days?  Is your brand passed out on the corner…playing good music…laughing…fighting…?

Now place these brands at the party and describe them as the interact at the actual event:

Nike – Ford – Budweiser – Apple – Affliction – Microsoft – Burton – Quiksilver – O’Neill – Nokia – Hollister – Grenade – Pac Sun – Volcom.

If you ran a focus group of teens and asked them…just based on brand personalities..who they would invite to their party…would your brand get invited?