Wrangler has always had high brand recognition among men and women so it was only natural for it to expand its brand architecture in 2004 to include home furnishings. BREATHE was involved from the beginning, strategizing the brand positioning, creative look and feel and even naming of the collections and products. The first product grouping to rolled out in partnership with reputible furniture manufacturer Flexsteel made quite a presence at retail with a uniquely designed hangtag, kiosk and banner as shown above.
VF Jeanswear was launching a new licensing program for Rider's by the Markers of Lee Misses and Girls and needed a video for each brand that would captivate the VF Jeanswear team and pump them up for what was to come. Absolutely no licensed products existed at the time this video was produced, so the challenge to BREATHE was to find stock film footage, images and great music that would provide a vision for the brand. As you can see we succeeded. You can't help but watch these videos and get excited about the brand. Both videos went on to be used as sales tools to present the idea of Rider's licensed products to retail buyers nationwide.
Title: The Lazarus Covenant Dust Jacket and Book Trailer
Creative Agency: Wildfire, Inc.
The client, author John Fenzel needed a dust jacket design and a book trailer for his debut novel, The Lazarus Covenant. An international suspense fiction novel that had already received praise from notables such as Mary Matalin and General Wesley Clark; the novel needed a intriguing and compelling design that would demand customers pick it up. The book trailer acts as a viral video online forcing people to click through to the author's site www.johnfenzel.com. Llook for this title in stores October 2009.
Title: Bestform Sport Retail Presentation at Wal-Mart
Creative Agency: Wick Jacobi Design Group
Bestform came to BREATHE, looking for a way to distinguis three different types of sport bras on one wall. The solution was the use of blades coming off of the slatwall to physically seperate the three styles. Color coding per style, with key attributes was featured at eye level so a customer could determine which section was for them, before they approached the wall.
Title: VF Jeanswear POS Compliancy Audit at Wal-Mart
VF Jeanswear, the apparel manufacturer behind such brands as Wrangler, and Riders by the Makers or Lee spends thousands of dollars on point of sale materials to highlight their products at Wal-Mart. Recent changes in distribution left VF questioning compliancy of POS placement at the store level.
BREATHE worked closely with VF’s marketing team to determine audit objectives and methodology. Sixty seven stores across the country were audited within a one week time period to:
Determine whether VF Jeanswear signage initiatives were implemented in Wal-Mart stores for BTS 2004:
Observe whether Rollback signs were used consistently to sign the appropriate products.
Determine signage execution strengths, weaknesses, opportunities and threats.
Provide recommendation for improvement of execution of future signage initiatives at Wal-Mart.
In two weeks BREATHE provided VF Jeanswear with a full report on how their POS materials were being displayed in a statistically sound, easily understood and integrated format. VF used this information to address compliancy with their retailers enabling improvements with future POS rollouts.
Curvation Confidence Days In-store Event Illustration
Creative Agency: Leapfrog Marketing
A fairly simple project, yet highly important to the client. Curvation was trying to sell Wal-mart on an event called "Confidence Days" to promote the brand association wth Queen Latifah, and needed some illustrations to bring the idea to life in the minds of the buyer. BREATHE had these renderings to the client in two days, just in time for the big meeting!
Here are four things you can do immediately to gather insight and start gaining more control over your brand at retail: