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Stussy’s Shake Shop #oldskoolflavor

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Stussy’s Shake Shop #oldskoolflavor

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Samenvatting

WHAT’S THE PROBLEM? Well, basically Stussy has lost touch with the new generation that is driving streetwear culture. Which is a problem, because losing touch with these people means they are slowly losing credibility & authenticity within the streetwear scene. Also, Stussy really is trying to stay a small culture brand. They are still a privately owned company and do not want to become ‘this giant monstrosity that doesn’t stand for anything’. WHAT TO DO? Create a campaign that gets Stussy back on the minds of the target group in combination with a limited & exclusive capsule collection! THE PROPOSITION Use food culture as a tool to revive Stussy’s iconic heritage to put the brand back on the target group‘s radar! THE CREATIVE IDEA Stussy Shake Shop #oldskoolflavor HOW DOES IT WORK? Basically, the campaign consists of two main parts: the Stussy Shake Shop experience and the Oldskool Flavors Capsule Collection. Further, there are, of course, smaller elements part of the communication strategy that is explained in a later chapter. The Shake Shop is used to get the Streetwear Afi cionados‘ interest & get Stussy back on their radar. The event also creates buzz for the Capsule Collection that then caters to the target group’s need for limited editions and special pieces. TABLE OF CONTENTS (concept book) The brand. - The target group. - The problem & strategy. - The communication strategy. - The creative concept. - The shake shop vibe. - The shake shop menu. - The capsule collection

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2017
TypeBachelorscriptie
TaalEngels

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