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55DSL project for IED 2011

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by

Frenay Charlotte

on 14 July 2012

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Transcript of 55DSL project for IED 2011

The brief Mktg Campaign Who we wanna be? 55DSL Project 55DSL Expression Who are we talking to? (cc) photo by Metro Centric on Flickr (cc) photo by Franco Folini on Flickr (cc) photo by jimmyharris on Flickr (cc) photo by Metro Centric on Flickr The store The Product The Logo The "55DSL SHOT"
contest and Rules
Opening of the "55DSL Shot" event


BRUNA Diez
CHARLOTTE Frenay
JOSE Ramon
LIVIA Bassi
MAYLE Vasquez
MONIK Ruffo
VANESSA Bolanos

IED
MASTERBRAND 2011 CASUALWEAR>STREETWEAR Compete on the saturated fast fashion market DIESEL family
-
DIESEL stores Increase Brand Awareness
Create a strong, favourable, unique brand image Satisfy the target's needs New-York (cc) photo by Metro Centric on Flickr (cc) photo by Metro Centric on Flickr (cc) photo by Metro Centric on Flickr (cc) photo by Metro Centric on Flickr (cc) photo by Metro Centric on Flickr Amsterdam
AntwerpenBarcelona
Berlin
London
Milan
Stockholm
Miami Sao paulo Dubai (cc) photo by Metro Centric on Flickr (cc) photo by Metro Centric on Flickr Hong Kong (cc) photo by Metro Centric on Flickr Tokyo

Differences Similarities StreetWear
><
Rock&Roll Teenager
><
Adult T'shirts
><
Jeans REAL
><
COOL Adrenaline
Refusing trends
Fresh
Fun Revolutionary
Creative
Innovative (cc) photo by theaucitron on Flickr 18->24 55DSL&DIESEL Hearing Eyesight Smell Touch Taste READY TO SHOT? Shoot your senses out on "THE DIESEL ISLAND" Amazing and memorable parties for the 5500 participants and their better half to celebrate the "55DSL shot" new DNA READY TO SHOT? Basic easy to wear pieces which let the body breath to respect consumer's needs to amplify their sensations and explode of adrenaline

1) Zippers
When opened, it makes the piece of clothing change.









2) Fabrics
High tech that change temperatures depending on the temperature of the body. allow the consumer to move and explode without the concern of the sweat showing on the fabric.

3) Prints
In cotton fabric with ink that changes color with the lighting and also with temperature. Connecting all the dots... The fast fashion industry is characterized by a lack of product differentiation, vast competition and mechanical shopping experience in an outlet-like environment.

Consumers are attracted to this industry due to the continuous flow of new product, large collections and low price. As these comprise the companies’ main focus in the industry, the direct connection with the consumer is lost by the poor costumer service performance. We came to the conclusion... 55DSL should position itself as a costumer-oriented brand whose main goal is to connect and relate to each individual not only through product but also through total integration to their activities, interests and opinions creating a relationship inside and outside of the stores with the consumers as 55DSL being the shot in people's life amplifying all their sensations in life So instead of... 55DSL to be " The most desirable casualwear brand by young consumer target, inspired by street, design, art and music" We propose... A more unique and differenciated way to position ourselves as 55DSL to be "The only Italian Casualwear amplifying all senses of youth culture, forming a partnership that detonates self expression,… " Future... Present... The concept 55DSL SHOOT YOUR SENSES OUT Essence THE SHOT DAY Adrenaline
Life
100%
Sensation
Experiences
Real
More/better/funnier THE "KICK ASS" TEAM To shot it off... Part 1:
Institutional Campaign Visuals Media ... Actions - Bathrooms, Bus Stop, Train Station

- Street Marketing

- Digital: Twitter, Facebook, 55DSL website, bloggers

- Magazine: Vice
Part 2:
Promotional Campaign Visuals Media - Bathrooms, Bus Stop, Train Station

- Street Marketing

- Digital: Twitter, Facebook, 55DSL website, bloggers

- Magazine: Vice

The 55DSL SHOT Contest
Full transcript