How Cool Brands Stay Hot is about connecting with a new generation who will determine how consumer markets evolve in the next three decades. Based on intensive new research it outlines the five key attributes of successful youth brands and it will enable you to position, develop and promote your brand to the new consumer generation.
4. 14h00 Welcome by1
//Template Lisa Ohlin, Business Director InSites Consulting UK
• Intro
14h10 Tekstby Gert Kerkstoel, former Global Business Director Nike SB
14h30 How Cool Brands Stay Hot by Joeri Van den Bergh, co-founder &
managing partner InSites Consulting & Gen Y author
15h30 Break
15h50 Client cases, by Tom De Ruyck, Head of Research Communities
16h20 Case study breakouts & group presentations
17h30 Drinks & canapés
13. Today is a
Good Day
//Template 1
• Tekst
P.Rod III Los Angeles skate Eric Koston
spots
Kobe Bryant Switch Tre at Lance Mountain
Santa Monica Pier
Theotis & Nuggett …a rock Ice Cube & the car
27. Source: InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France,
Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.
28.
29.
30. R2=.57
R2=.62
R2=.74
InSites Consulting Brand Model tested by path analysis
55. QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you?
Source: InSites Consulting BENELUX study for LEVI’s Europe 2008
77. Unique
//Template 1
①Sustain your unique proposition & style
• Tekst
①But adapt to the changing environment
①Not forgetting about your core audience
99. // I WILL NEVER FORGET THE DAY… Happy
Extreme experience (e.g.
skydiving, mount climbing) When I was dumped
by my partner
Graduated
Meeting the love
of my life
Becoming a sport Surprise Death of a person
champion N = 40
close to me
Happiness Anger
My first kiss N = 156 N = 13
Got my driving license
When I got in a fight
Fear Disgust
N = 30 N = 14
New school Sadnes Discovered I had no
s real friends when I
N = 93
Moved needed them most
Encountered aggression
Was diagnosed Being dumped by my
with a serious boy/girl friend
Parents got illness
divorced
Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy,
Romania, Poland, Brazil, India, and China.
101. // I WILL NEVER FORGET THE DAY… Happy
Extreme experience (e.g.
skydiving, mount climbing) When I was dumped
by my partner
Graduated
Meeting the love
of my life
Becoming a sport Surprise Death of a person
champion N = 40
close to me
Happiness Anger
My first kiss N = 156 N = 13
Got my driving license
When I got in a fight
Fear Disgust
N = 30 N = 14
New school Sadnes Discovered I had no
s real friends when I
N = 93
Moved needed them most
Encountered aggression
Was diagnosed Being dumped by my
with a serious boy/girl friend
Parents got illness
divorced
Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy,
Romania, Poland, Brazil, India, and China.
156. Battle to earn badges
“We are lagging behind!
I am sure with a gobby lass like me we can
head back to the top!!! “
“When I got my expert badge I bragged
to my family and said 'there see I told
you I was an expert' lol its not often we get
called such things so why shouldn't we be
pleased with ourselves”
Wow first place thats great and I would
say a very big thank you to The Duchess and
Hettie who have placed some great posts.
157. We like to be challenged
Didn’t you ever try to beat the system?
180. Why does Forever 21
appeal to generation Y?
Use CRUSH to explain.
181. Opening Forever 21 Antwerp
1000 waiting
23000 visited in one day
2 min on national news
182. Use the following elements to
device a launch strategy:
PR (Interviews Linda Chang)
the F21 hologram fashion show
Magazine Stylists
Fashion Blogging/streetstyle
City media