Kelly Van Kampen - ADV 420

Ralph Lauren - Denim & SupplyNew Media Marketing Presentation

Introduction

✤ Ralph Lauren introduced line August 2011

✤ “A new approach to denim and sportswear that captures the authentic character of found vintage pieces, effortlessly styled with a young, individualistic spirit”

✤ In the US, sold in Macy’s Department stores across the nation and online

✤ Created to give the warehouse Brooklyn feel to consumers

Our Goal

✤ Increase denim pants and denim shorts sales for men & women

✤ Make Denim & Supply become a larger division of the Ralph Lauren Brand

✤ Receive more attention to our audience

✤ Extend Direct-to-Customer reach via Ralph Lauren Stores and E-commerce

For the women-

✤ Continuation of the promotion of clothingin magazines (and with celebrities much likeLauren Conrad on Lucky Magazine)

✤ Targeting younger generation audience

For the Men-

✤ Recently teamed up with Grammy NomineeSwedish DJ Avicii for promotions

Social Media Take-over

✤ Make a more known approach on social medias

✤ Already have a Facebook Page - create contest of liking page/sharing picture

✤ Instagram/Twitter Contest

✤ Internship Program Contest through YouTube

✤ Popup Ad on Pandora

✤ Key: Reaching out to what our target audience likes & wants and expanding on that!

✤ Start with YouTube Ad featuring Avicii to

introduce sales and contest

✤ Promoting attention and sales through social

media/YouTube - exclusive offers

✤ Work with Macy’s to have special coupons/signs and

deals

Tracking

✤ YouTube Views for intro video

✤ E-Commerce Tracking

✤ Contest Entries/ Likes on Facebook

✤ Number of coupons used

✤ Google Analytics

✤ Social Media - $250/hour to setup and maintain

✤ E-commerce Advertising- $5,000

✤ Filming for YouTube Advertisement - $150,000

✤ Ad on Pandora- $10,000

Budget Breakdown

Overall

✤ Overall goal is to leave a positive impression on audience of brand and of Denim and Supply line

✤ Increase Sales through YouTube Videos, Twitter Contests, and In-store Advertisements for potential free concert tickets

✤ Sell more Jeans from Denim and Supply line. Find a fit for everyone!