brand and marketing overview

BRAND AND MARKETING OVERVIEW
INTRODUCTION
TALLOW is a contemporary women’s brand which embraces the exquisiteness, grace and vitality of women’s surfing and it’s cultural surrounds.
The brand unmasks the modern moods and movements of the truly unique surfing lifestyle whilst simultaneously paying tribute to the era of when
surfing was born as a culture. The story of when surfer’s ruled the waves and brought surfing’s message of freedom and individuality out of the water
and showcased it to the world.
With Tallow, community is back, the beach is an all-day affair which carries long into the night and surfing’s influence exists far beyond the sand and
water. We celebrate surfing as a pass time, a culture and an expression of self.
The product is a stand-alone collection of swimwear, wetsuits, apparel and accessories (which carries with it a distinct sophistication and authenticity
to the core, designed for functionality, practicality and relevance). The artwork is commissioned by an esteemed stable of local and international
artists, who have impacted surfing or it’s surrounds through their creative expressions both in and out of the water.
OBJECTIVE
Tallow’s brand objective is to pioneer a new life into the women’s ASR and Fashion market. The collections provide an entire range of products for
18-35y.o women that seek practical yet sophisticated swimwear, clothing and accessories. The brand challenges the current industry standard of the
fashion-function-feminine composition and presents identifiable products with relevant pricing structures and merchandising plans for surf based
retailers.
The cultural shift adorning the women’s 18-35yo ASR market breathes opportunity to integrate Tallow into the market with significant influence and
longevity.
In a strategic partnership, Tallow is offering only selected retailers the opportunity to capture this highly affluent and desirable market in the beginning
stages of the brands inception, distribution and growth whilst simultaneously presenting retailers with a merchandising and authentic brand solution
currently lacking in this segment of the women’s brand mix.
Tallow is created by two free-spirited and likeminded souls, Ali Mandalis and Shannon Clynes, and together they present a women’s independent
brand that is respectful to the past, confident in the future and destined to establish an influential role in the progression of surfing in modern culture.
TALLOW STRENGTHS
- Authentic Australian and independent women’s brand
- Tallow is recognised as a pioneering and sophisticated surf company founded by women and uplifts Australian beach culture
with a relevant fashion edge
Free Shop etc
- Capacity to deliver on time indents to major national and international retailers such as Urban Outfitters, Shop Bop, Pac Sun,
- Capacity to facilitate SMU and fast turn around re-orders in season
- Competitive pricing structure
- Multi-faceted product offering with fashion, function, fabric sophistication and surf inspired artist and designer collaborations
- Clear market placement to ensure the differentiation from competitor product categories
- Fully integrated and all encompassing Marketing Campaign season on season
- Significant PR and Marketing based attributes and strategies to generate high profile coverage
- Strategic and Retail supported marketing material season on season
- Successfully captures an authentic surf market being true to it’s roots and simultaneously being a commercially viable brand to
the wider audience
MARKETING AND RETAIL SUPPORT
MARKETING OVERVIEW
Tallow is a brand that has a clear market placement. It is simplistic in its approach and is targeted directly towards women in surfing and
then furthermore to the ASR market surrounds.
It confidently presents its campaigns as a unique, authentic and visionary brand that is non-stereotyped, noninvasive and with a quality
product. This is the key recipe in naturally impacting on core circles to carry the brand and influence the wider communities.
The marketing imagery will feature a mix of both industry and locally recognised female
surfers and artists consisting of both surf and fashion imagery. There is no one type of
female surfer that Tallow targets…the brand is designed to simply be essential to all
women interested in surfing and and lusted after with all whom are surrounded by the
lifestyle.
This Marketing overview has been specifically designed to support Tallow Retail
Partners. These initiatives can be customised with various combinations to ensure the
program is perfectly suited to the indent size, store layout and localised customer base.
Tallow Marketing for Summer 2012-13 consists of the following:
- Advertising Campaign
- Retail Marketing Program (Online/Trade/Retail)
- Product Placement (Store staff and local influencers)
- Short Feature Film campaign titled ‘Journey’
- Complete user friendly/ecommerce based Website
- Sales based promotions - PR/Media (PR Agent - Sydney) ADVERTISING - Summer 2013-14 Overview
w w w. t a l l o w g a l l e r y. c o m
ADVERTISING - Summer 2013-14
ADVERTISING - Summer 2013-14
ADVERTISING - Summer 2013-14
w w w. t a l l ow ga l l e r y. c om
ADVERTISING - Summer 2013-14
ADVERTISING - Summer 2012-13 Overview
w w w. tallow gallery. com
www. tallowgallery.co m
w w w. tallow gallery. com
ADVERTISING - Summer 2012-13
Tal ow
Gallery
’Journey’
www.t al l o wg al l er y.co m
ADVERTISING - Summer 2012-13
www.t al l o wg al l er y.co m
ADVERTISING - Summer 2012-13
www.t al l o wg al l er y.co m
ADVERTISING - Summer 2012-13
www. t a l l o w g a l l e r y.c o m
ADVERTISING - Summer 2011-12 Overview
RETAILER SUPPORT - Lightboxes, Banners, Window Displays
RETAILER SUPPORT - Journey DVD, Shelf Talkers, POS items, Racking System
Journey DVD
Wooden Shelf Talker
Point of Sale item
- Coming soon
- Raw bleached timber
- Custom printed label
- Summer 2012-13 Feature Film
- Solid wood
’Journey’
- Stained lacquered wood
Approximate dimensions
- 17cm H x 15cm W
- 4cm thick
Racking System
- Tallow branded surf wax
- Racks are custom built for stock holding
- Coconut scent
- Double sided or four sided 8 prong rack system
- Suitable for warm water
- 95 grams
according to store
- Veneered display - melamine
- Tallow hot stamped branding
Approximate dimensions
- Double sided rack system base 120cm x 120cm,
height 150cm
- Four sided rack system base 110cm x 110cm,
height 150cm
Below images are a mock only
PUBLIC RELATIONS STRATEGY - Australia
- Fashion Glossy Publications
Eg. Shop Til You Drop, Oyster, Yen, Madison, Cosmopolitan,
Harpers Bazaar, Frankie, Marie Claire, Instyle etc
- Weekly Fashion/Lifestyle Publications
Eg. OK!, Famous, Who, Grazia etc
Shop til you Drop 2012
- High End Lifestyle Publications
Eg. Box Magazine, the AFR ‘Life & Style’ magazine,
Qantas Magazine etc
- National Newspapers and the Weekend Supplements
Eg. The Sun Herald, The Daily Telegraph, MX,
Herald Sun, Courier Mail, West Australian etc
- Inner-city Lifestyle Publications
Eg. 9 to 5, Brisbane News, Melbourne Living, Fashion
Journal, Wentworth Courier, City Weekly, Perth Now
- Popular Culture Magazines
Eg. Desktop, Lifelounge, Monster Children, Spook,
Kurve, Cream, Box Magazine, Nylon, Oyster etc
Stab 2012
- Fashion Bloggers and Online
Eg. Stylehunter, Beauty and Lace, Little Black Book,
Tangent Magazine, Daily Addict etc
Harpers Bazaar 2011
Cleo 2010
Biscous 2012
- Japanese and International Magazines
Eg. Elle Japan, Glide, Honey, Pink Rider etc
Elle MacPherson in Tallow
- Inhouse PR will be orchestrated to the following titles:
Stab, Surfing World, Tracks, Waves
Honey 2013
ar 2013
Glide 2013
Ray 2013
Elle Japan 2013
Gekkan 2013
Glide 2013
Pink Rider 2013
PUBLIC RELATIONS - Best of the Press
Cleo 2010
Stab 2012
Elle MacPherson in Tallow
Fashion Journal 2012
Madison 2010
Harpers Bazaar 2012
Madison 2011
PUBLIC RELATIONS - Best of the Press
WEBSITE and ONLINE MARKETING
www.tallowgallery.com is a fully integrated world class website.
The site includes the following features
- Widescreen imagery
- Online Catalogue / Look Book
- Web Store
- Tallow Seasonal Campaign Film
- Across all social media including
Facebook and Twitter
HOME PAGE
- HTML email / database
BLOG
- Tallow Blog
CAMPAIGN IMAGERY
- Artist and Team Rider Profiles
TALLOW ARTIST SERIES
Robert Moore
www.visualartist.info/robertmoore
With a truly personal and distinct style, Moore’s hand
painted batik prints are featured in our latest campaign
‘Splice’ in both swimwear and apparel. Being one of
the first contributing artists for Mambo in it’s heyday,
Robert ‘Bob’ Moore has had many an art show and
Tallow is excited to feature such an esteemed, unique
and accomplished artist. When asked for a biography he
provided this typewritten message..
Mel Kadel
Sandra Dieckmann
www.melkadel.com
Tabitha Shafran
www.sandradieckmann.com
www.tabithashafran.blogspot.com.au
Mel Kadel, born in 1973, grew up in Pennsylvania
suburbs (U.S.A.) and graduated with a B.F.A. from
Moore College of Art & Design in 1997. From
Philadelphia, she moved to NYC for a couple of years,
and then headed west to California. Mel has been living
and working in Los Angeles, CA. for the last decade,
starting out showing drawings in small cafes. Now her
work has been exhibited extensively all over the U.S.
and abroad. With a technique some have called “drawing
with an eyelash,” Kadel has created a visual narrative
that communicates interconnectedness, balance, and the
idea that we are all part of a system whether recognized
or not. Her work has appeared in publications including
Juxtapoz, Monster Children, and LA Times Magazine
Accomplished artsist Sandra Dieckamn is German
born and an East London resident. Her passion for
nature translates directly into her illustrated pieces. Her
artworks conceptualise an imaginative take on the world
around us. Scenes and compositions that inspire and
allow us to relate. This is Sandra’s first installment for
the Tallow artist series, the artwork titled ‘Beneath’ takes
you on a journey below the surface.
Tabitha’s naturalist philosophy on life translates directly
into her delicate illustrations and use of water colour.
Tab is a resident artist with Tallow season on season. Her
artwork is of the highest quality in lead pencil illustration
and her water colour composition. Recently her work
has been selected for the 2012 Curvy Art Show and
coffee table book. This artwork titled ‘Tanzania’ was
commissioned to highlight her take on animal print and
landscape textures of Africa.
UNITED STATES
GLOBAL STOCKISTS
Fred Segal
Urban Outfitters
Freepeople
Shopbop
Nastygal.com
Need Supply
Revolve.com
80s Purple
Wasteland
Damsels in Distress
American Two Shot
Black Market LA
Swell.com
PacSun
Mollusk Surf Shop
Thalia Street Surf
Icons of Surf
Sun Diego
Called to Surf
Sininen (Mexico)
CANADA
Caravan Shop, Tofino, BC
Sitka, Victoria, BC
Zebraclub, Vancouver, BC
Boardroom, Vancouver, BC
Sitka, Vancouver, BC
Coda Clothing, Regina, SK
Slaysh, Ottawa, ON
www.wildandheart.com
JAPAN
Jack of all Trades Distribution
NEW ZEALAND
Black Box Boutique Grey Lynn
Blue Dude Auckland
Dead Modern Ponsonby
The Department Store Takapuna
INDONESIA
Drifter Surf Seminyak Indonesia
AUSTRALIA
Driftlab Newrybar
Elusive Life Cabarita
Fandango Yamba
Finbox Thirroul
Glass Avenue Newport
Ho’okupu Byron Bay
Jrs Surf and Ski Marion
S-Scape Byron Bay
Skipp Surfboards Woolongong
Stoked Byron Bay
Sugarmill Fine Surf Emporium Narrabeen
Surf Culture Bondi
Surf Dive and Ski NSW
Surfection Co-Op Manly
Surfection Bondi
The Shop Next Door Manly
SurfStitch.com
Noosa Longboards Noosa
Patagonia Burliegh Heads
Red Zoo Maroochydore We Live Like
This Paddington
Denim and Cloth Hyde Park
Jrs Surf and Ski Adelaide
Kaviar Glenelg Onboard Surf Wind and
Snow Glenelg
Port Lincon Dive and Surf Port Lincon
Stves Place Robe
Billie Jo Hobart
Dakota 501 South Yarra
Denim Deluxe Fitzroy
Dos Primos Anglesea
Hodgeys Surf Centre Apollo Bay
Lorne Surf Lorne
Mordys Surf Mordialloc
Patagonia Torquay
Peninsula Surf Frankston and Mornington
People Sunbury
Rhombus Surf Shop Ftizroy Rogues St
Kilda
Sanbar Surf Shop Lakes Entrance
The Green Room Ocean Grove
Wake Surf and Ski Echuca
Corner Surf Store Geraldton
Cowie Surf Perth
Evolution Surf Bunury and Dunsborough
Ginger Owl Scarborough
Main Street Surf Maragret River
Star Surf and Skate Hillarys Boat Harbour
Surf Sports Underground Perth
Xtreme Surf and Skate Cottesloe,
Fremantle and Osborne Park