Context You just landed in Belgium to get to know Duffel (coats). Then you fly back to the US to introduce the brand over there. Most of you will know the Duffel coats. Along with the trench coat and the parka, the duffle coat must be one of the most recognizable items of outerwear. It’s made from a coarse woolen fabric and features wooden toggles instead of buttons or a zipper. But did you know duffle coat refers to Duffel, a town in the province of Antwerp? That’s where, for centuries, this rough material was made. It left its traces in language as well: the Dutch verb ‘induffelen’ means ‘to wrap up against the cold’. Challenge Attention / Brand Awareness Create a new (fictive) brand, claiming the original “Duffel" from Antwerp, Belgium to introduce into the American market. The entire positioning of the brand is up to you, but be aware that the budget of the Belgian company is smaller than its American competition. You will have to compete against large domestic market brands like Levi’s, GAP, American Apparel etc. using payoffs like “Original duffel” and “made in Belgium” as unique selling proposition. Deliverable Develop an affordable communication concept to launch the Duffel brand in F/W season 2016 that competes with large American outerwear brands, using the Belgian identity. The goal is to engage Americans to use an imported product from a small Belgium company, instead of choosing for big global brands.

1. LAUNCHING THE
BELGIAN DUFFEL COAT
BRAND CONCEPT AND U.S. STRATEGY
AUGUST 14, 2015
Brought to
you by:

2. BRIEFING
1 • Introduce and popularize the duffel coat in the American market,
claiming to be the “original duffel” from Antwerp, Belgium.
2 • Keep in mind a limited budget, below that of the U.S. competition.
3 • Payoff should be: “Original Duffel”
4 • Unique selling proposition should be: “Made in Belgium.”

3. STRATEGIC INSIGHTS

4. STRATEGIC INSIGHTS
1 • When it comes to coats and fashion, claims such as “Original Duffel” and
“Made in Belgium” don’t hold much weight in the minds of your average
American citizen.
We educate Americans in order to create value for both
“Original Duffel” (as a material), and “Made in Belgium” (as a place of origin).
THIS MEANS:

5. STRATEGIC INSIGHTS
2 • Americans are patriotic, proud of what is “Made in the USA”.
However, while local products elicit pride, foreign products (particularly those
from Europe) elicit sophistication and a sense of refined fashion.
We flaunt our product’s country of origin as proof of our
sophistication, quality and high sense of fashion.
THIS MEANS:

6. STRATEGIC INSIGHTS
3 • For Americans, utility is king. Craftsmanship and quality are appreciated, but
Americans, as a culture, value no-nonsense products that get the job done.
We position our product as, more than just a fashionable item,
a truly worthy and functional winter coat.
THIS MEANS:

7. STRATEGIC INSIGHTS
4 • In keeping with their country’s origins, Americans value independence,
individual liberty and success through effort.
We conceptually position our product as one that embodies the
American individualistic spirit and enhances the American sense of self.
THIS MEANS:

8. BIG IDEA

9. MANIFESTO
There’s a strength that comes
from knowing who you really are.
An inner steadfastness.
An unwavering stability.
A perpetual sense of conviction that comes
from knowing you will not be shaken.
To not be shaken, however, isn’t easy…
Not in a world that’s constantly urging you to evolve, or die…
To change with the seasons, or get left behind…
To yield to external forces—family, friends, societal mores—
and let them do the shaping rather than you shape yourself.
There’s a strength that comes
from knowing who you really are.
From knowing what you’re really worth…
Because when you know where you’ve come from…
When you know what you’re made of…
And when you know what you’re capable of…
That’s when you become unbreakable.
Unshakeable. Impermeable.
Some might call you stubborn. Unyielding. Headstrong.
But when you walk into that crowded room and everyone else goes quiet…
You’ll know you are the one commanding everyone else’s respect…
Because you’re not there to be moved.
You’re there to move.
The road is harsh, so brace yourself.
You know who you are.
And you know you’ll never yield.

10. CREATIVE PLATFORM
DUFFELTERRA
Never Yield

11. BIG IDEA
A DUFFELTERRA COAT IS A REFLECTION OF
INNER STRENGTH
YOU DEFEND YOURSELF AGAINST THE WORLD.
DUFFELTERRA DEFENDS YOU AGAINST THE ELEMENTS.

16. STRATEGY/PLANNING

17. STRATEGY/PLANNING
FOCUS ON TOUCHPOINTS WHERE WE CAN
EDUCATE THE CONSUMER
AND DEMONSTRATE OUR PRODUCT VIRTUES1

18. STRATEGY/PLANNING
START WITH THE INFLUENCERS
AND TRICKLE OUR WAY DOWN.
2

19. STRATEGY/PLANNING
1 • Product
2 • Influencers
3. • Social Media
4 • DuffelTerra Online Store
5 • Fashion Seeding
6 • Key Retail Presence
7 • Popular Media
HOW:

20. STRATEGY/PLANNING
1 • Launch with 1 KEY PRODUCT.
• 1 Male version. 1 Female version.
• 100% Genuine Duffel Wool.
• Real Stone Walrus Teeth.
• Fitted “European” Cut
• Mid Price Range ($500–$800)

21. STRATEGY/PLANNING
2 • Seed Product via Key Influencers
• Male & Female Instagram Fashion Icons
• Key Celebrity Endorsements
- Athletes and “Rugged” Stars

22. STRATEGY/PLANNING
3 • Social Media
• Instagram: Product demonstration,
education and optimal combinations.
• Facebook: Optimal combinations and
1-on-1 consumer interactions.

23. STRATEGY/PLANNING
4 • DuffelTerra Online Store
- Online Delivery
- Product Heritage
- Duffel Wool Education
- Look Book and “How to Wear” Section
- Opt-in E-mail Notifications
* Social Media and Key Influencers both direct
consumers to online store.

24. STRATEGY/PLANNING
5 • Fashion Seeding
• Tap into up-and-coming designers,
sponsoring them during NYC F/W 2016
Fashion Week.
• Promote use of Duffle Wool.
• Make Walrus Teeth Toggles iconic by
having designers incorporate them into
their designs.

25. STRATEGY/PLANNING
6 • Key Retail Presence
• Become “Featured” product in select
online and physical retailers such as:
- QVC
- Nordstrom
- Macy’s
• Physical presence exclusively in key
fashion capitals of the US (New York).
* Temporary, to create intentional scarcity

26. STRATEGY/PLANNING
7 • Popular Media
• Partnership with Project Runway F/W
Season, sponsoring 1 PR Challenge.
- Walrus Teeth Toggle & Duffel
Wool Challenge.

27. RATIONALE
1 • Our Key Message (Big Idea) is aligned with our Strategic Insights.
2 • Messaging empowers consumers while simultaneously reflecting the
virtues of the DuffelTerra brand and the characteristics of duffel wool.
3 • While most coat brands position themselves either through luxury or direct
benefits, we’re positioning ourselves through our brand outlook and consumer
lifestyle, identifying ourselves directly with our consumer.
4 • Leverage the harshness of winter to reflect the physical strength of our
product and the inner strength of our consumer.

28. KPI’S
1 • In-Store Sales vs. Online Sales
2 • Effective vs. Less Effective Sales Leads
3 • Social Media Impact
• INSTAGRAM: Follows, Comments, Likes
• FACEBOOK: Page Follows, Interactions
4 • Key Influencers Impact
• Interactions to Brand-Specific Content

29. WHAT WE LEARNED FROM THIS CASE
• The importance of cultural awareness, and how that relates to the particular
industry you’re advertising for.
• Sleep is important.