STRATEGY
Establish Katie Eary as a ‘it’ girl and fashion industry guru
Although Katie Eary met great recognition for the eccentricity of her designs since
2010, she also agrees that the identity of her fashion as a new graduate could have
been foreseen as confusing.
‘The fabulous life of Katie Eary’ campaign has been designed to help clarifying the
misunderstanding established between the audience and the brand in the past. The
establishing of the brand within the ‘street couture’ market will also allow the reach
of new, targeted audiences.
The strategy will consist in a campaign celebrating the label brand’s values - Eccentricity,Youth and Attitude- to the existing audience as well as a larger youth audience,
using an international online viral campaign. Katie fabulous and bubbly persona will
be used as the face of the campaign and will aim to portray those values through the
different tactics used. To help bringing awareness onto the event, the campaign will
also benefit from the help of Eary’s friend and once collaborator, Kanye West.
The technique
The campaign will consist of the promotion of the latest