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BEN SHERMAN
Who are you Ben Sherman ?
a brief history
Created in 1963At first a skinhead brand
Inspired from London mod cultureCreated in 60’s and focussed on music and fashion
Popularized the button-down collared shirts
The Brand DNA
Self expression
Quality clothingMod culture
British style
Timeless
products
A large range of productsIncludes casual clothes, formal wear, denim, footwear
The best sellersShirt, Chino, Harrington Vest
Price
Medium-priceBen Sherman products are affordable for all
professionals
Best sales periods
DecemberDuring christmas purchases
SalesDuring winter and summer
Distribution network
Ben sherman england
LIfestyles companyFred Perry, Ben Sherman, Barbour …
French retailers
Place
4 way to distributeIn their own store
Through retailers
Department stores
E-shop
SWOT
Strengths
A British fashion icon
effective sponsorship dealsBen Sherman has already sponsorised Oasis, Blur, Chief Keef
Weaknesses
A quintessentialy British brand
A lack of awarenessThe brand is unknown by French consumers
Ben Sherman can encounter difficulties entering and appealing to foreign markets
Opportunities
A strong marketing strategyBen Sherman use every media
A large age bracketThe brand is focused on a large target from 25 to 50
Threats
Strong competition
The popularity of High-street brandsOther brands offer clothes like Ben Sherman but at a lower-price
France already got a well established men’s clothing lines
The target
Target audience
Main TargetYoung males aged from 25 to 55 High socio-professional category
Secondary TargetTrendsetters and womens as advocates
Persona
Peter 37 years old Account Manager at Lindt France
A modern manNot afraid to express himself
Takes effort in all things, not just style
Takes delibarates choices
Confident in himself and his style
Purchasing Behavior
What is Ben sherman ?Customers don’t know the brand specifically
« I’ve never heard about this brand before »
Average basket
1.2 products for each purchaseIn store
about the communication
Sales & promotion
Classic promotion
private sales
Explinary guides
the button up
A viral trilogy about man valuesBen Sherman and French Britain created 3 films focussed on preparation,
ritual and respect
bensherman.com
An online journalEach month, the brand aim to sharpen customers'
wardrobes and their minds
e-shopAn international e-shop
Media
Newsletter
tv
Sponsorship
PR
Event
Social Media
What we’ll do
Challenge
How to increase popularity of a quintessentially British fashion brand in a French market
where the brand's historic context isn’t well known
Positioning
Ben Sherman, iconic clothes for the confident man
So how we’ll do now
Insight
« I’m sick of low quality products, overpriced, poorly made, ill-fitting and mass-made clothes »
Now there is a shift for style over fashion, longevity and timelessness over fast fashion clothes that allow your confidence to shine through
Slow fashion
Promise
the only brand realizing the confidence of a modern man
Why believe it
Ben Sherman is based on Mod Culture
and offers quality and stylish clothing
The big idea
« wear what you are »
Clothes don’t make the man, it’s the man who makes the clothes
The big idea
Thus, the « modern man » is born
Tagline
Dress to express
Tones
Sophisticated
suave
polished
Consumer behavior process
CognitiveThe target look for more informations about Ben Sherman
conativeThe target buy products from the brand
AffectiveThe target know the brand and like it
TV commercial
An efficient mass mediaTV commercial let to the brand the opportunity to reach a large target
An endlessly reproductible videoCommercial will be used also on Youtube as a viral campaign
The modern man
The tv spot
A MODERN MAN
A modern man is...
A modern man is NOT AFRAID OF EXPRESSING HIMSELF
A modern man...
A modern man PUTS EFFORT INTO THE SMALL THINGS
A modern man is...
A modern man is THE CAPTAIN OF HIS OWN IDENTITY
A modern man is...
A modern man is NOT CONCERNED BY PASSING FADS OR TRENDS
A modern man is...
A modern man is A BETTER MAN
A modern man is BEN SHERMAN
DRESS TO EXPRESS
a personalised media campaign The print can be customised for each support : billboard and press
Create proximityThe print lets the brand contact the target directly wherever they are
Event
the ben sher'barCreate a bar with the brand’s colors and invite people
to come in wearing « Mod clothes »
A reward to catch them allEach people wearing « Mod cloting » will win a Ben Sherman shirt
a relay to promote Ben Sher’BarUsing Social Media to tease the target about the event and inform it
Social MEdia
#Dresstoexpress
Social MEdia
Be an actor, not a spectator
Create content to create engagementInteracte with consumers and create a relationship with them
and involve them in the brand history
#Dresstoexpress
Using trendsetters to touch trendsfollowersUsing trendsetters to reach people and let them be your voice
Now to let others do the talking …
Social MEdia
That’s it
Thank You
