The solution
Katie Eary current objectives include attracting new stockists, increasing sale volume and reaching for large
awareness of the label but the many problems defined in the ‘issues’ section are in need of being fix to
Kanye West achieved such goals.
The promotional campaign will need to showcase the uniqueness of Eary’s personality and expertise what
the brand has developed throughout those past creative seasons; establishing within a specific market, and
embracing the youth international market.
CLARIFY IDENTITY
The recent establishment of Katie Eary as a ‘Street Couture’ label can be easily clarify by further associating the company with the culture of hip-hop, which as been greatly referenced
over the past season. The very public relationship of Katie Eary with Kanye West can be seen
as an opportunity to help clarify this market positionement with the support of the star. The
campaign should be able to communicate with the youth market, sensible to the ethos of the
label and of the Hip Hop culture - both sharing uniqueness, attitude and edginess as common
values.
RECTIFY COMMUNICATION WITH AUDIENCE
Sensible to online social networking, this audience will be reached throughout a viral social
media campaign on platforms including Twitter, Instagram and Facebook. This will attempt to
fix the communication issues outlined in the past.
Street couture style
FOCUS ON WESTERN MARKET
The campaign will focus on targeting the youth Western market – educated by the media
Street couture style to appreciate and desire celebrities’ lifestyle. If correctly approach, this could represent an
opportunity to further position the label within the European and American street couture
market which both have been left apart to the like of Asia, where Eary have met great success as of late.
Rita Ora
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