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Meet the hipster
Cool as Cotton Cool as Cotton Kerry Hassler Tim Kent Michael Narain Intro Our goal is to increase the awareness of cotton apparel. The benefits of cotton must be communicated to today’s youthful market who are bombarded with options and decisions everyday. Our strategy will broaden the awareness of cotton among a young and powerful market. Part 1 overview Part One: The American Overview We’re Comin’ to America Part 2 overview Part One: The American Overview We’re Comin’ to America Part Two: Meet the Market Est. 1978 Part 3 overview Part One: The American Overview We’re Comin’ to America Part Two: Meet the Market Est. 1978 Part Three: Creative Strategy Organized Fun Part 1 overview Part One: The American Overview We’re Comin’ to America I. The United States of America Quick Country Facts •Population: 295,734,134 •Largest economy in the world •Internet Users: 159 million •Total Apparel Imports: $82.8 billion in 2004 U.S. Apparel Revenues •Apparel sales $173 billion in 2004 • 4 % increase from 2003, first increase since 2000 •2004 apparel revenues: Men $49 billion Women $90 billion Children $29 billion A Fashion Tradeoff? •Though apparel revenue may have increased from 2003, as a whole it declined 4% between 2001 and 2004. •Conversely, fashionable electronics, such as the iPod, cellular telephones, and digital cameras, rose 4% during the same period. Part 2 overview Part One: The American Overview We’re Comin’ to America Part Two: Meet the Market Est. 1978 Meet the Market Hipster: One who possesses tastes, social attitudes, and opinions deemed cool by the cool. The Hipster walks among the masses in daily life but is not a part of them and shuns or reduces to kitsch anything held dear by the mainstream. (according to The Hipster Handbook) II. Est.1978 The Hipster • Males and Females • 18-25 years old • A segment of Generation Y • Urban dwellers • In college, college educated, or has an entry level job • Enjoys weekends, hanging out with friends, attending concerts, and drinking at dive bars • Is never without an iPod • Individuality is expressed through fashion, music, and creative outlets Gen Facts JustYphotos •71 million members of Gen Y •They rival the baby boomers in size •College students spent $151 billion in 2002. $31 billion of that was discretionary. •Gen Y spends $68 billion a year on apparel •75% use the internet regularly Hipster Trends • The iPod, music downloads • Listens to Bloc Party, Interpol, and Le Tigre • Style sense is all about mixing it up–vintage and fresh off the rack, cheap t shirts, cool jeans, and funky shoes • Thrift stores, one-of-a-kind boutiques, Urban Outfitters • Online community websites like Friendster, MySpace, and the Facebook How to deal with a Hipster Problem Solution •Weary of traditional marketing •Responds to grassroots efforts • Ads market to an over inclusive, broad audience • Market to niche segments • Only 12% bought apparel because of advertising • Encourage word of mouth, especially effective with this group because of high cell phone and e-mail usage. Intro Cool as Cotton The Hipster shops @ • Clothes are comfortable, casual, and most are made from cotton •No two stores are decorated the same •Annual revenues have skyrocketed: •$209 million in 1999, $828 million in 2005 •Currently has 75 store locations including 8 in Canada, Ireland, and England •Plans to expand to 200 locations within 4 years •Has plans to expand internationally adding 40 stores throughout Europe within 10 years Parallel Outlook •Cotton Inc. should focus on the Urban Outfitters consumer, the hipster. •Ride the coattails of Urban Outfitters’ vision, growth, and success targeting this market. •As cotton styled apparel sold at Urban Outfitters increases, cotton consumption will increase. •As Urban Outfitters expands on an international level with the hipster market, cotton usage will also expand. Part 3 overview Part One: The American Overview We’re Comin’ to America Part Two: Meet the Market Est. 1978 Part Three: Creative Strategy Organized Fun Integrated Marketing Communications •Public relations •Print ads •Postcards •Wheatpasting •Internet Creative suggestion The Cool as Cotton Summer Concert Series Sponsored by Cotton Inc. The Cool as Cotton Summer Concert Series Where: Prospect Park bandshell When: June, July, and August Who: 8,000 hipsters Print Ads Wheatpasting Postcards Cotton Inc. Summer Concert Series Using the Internet www.coolascotton.com Cool as Cotton
