Goth t-shirts

For sporty people

The original Business Model

Where is the challenge?

The difficulty is to try to sell these products that represent a culture which is not healthy to the healthy community.

Problem mitigation

The problem can be true, but there is market niche because it could be seen as a fashion trend, we might use the strength of the black and obscure to gain marketshare in the sporting goods industry

The improved Business Model

The campaign

• The main concepts for the campaign were:– Goth subculture– Workout

• Using both concepts we tried to inspire people to use goth garments because of the subtleties of the subculture:– Sexy– Strong– Dark

The campaign

• As a result we ended with two different ideas for campaigns:– The “It’s …” campaign• Mainly for men• Strong• Seductive

– The “Love black” campaign• For women• Strong• Sexy

First campaign: it’s

• The objective of the campaign is to show results of people who have a nice and worked body.

• We will show the results of workout on famous people that belongs to the goth subculture.

• We will use a known sportswear company as an associate.

Goth + workout it’s magic

Nike Dri-FITBlack line

Criss Angel

First campaing: it’sConcepts of the first campaign: it’s

Goth + workout it’s art

Nike Dri-FITBlack line

Peter Steele

Concepts of the first campaign: it’s

Second campaign: Love black

• The objective of the campaign is to use the concepts of the “Victoria’s secret” “love pink” campaign for women, mainly the sexy concept, but using the black as a new concept, less innocent and strong, very strong

• We will show the results of workout on beautiful and sexy girls that belong to the goth subculture.

• We will use a known sportswear company as an associate.

Concepts of the second campaign: Love black

Goth + workout Just sexy

Nike Dri-FITBlack line

Application sample

www.gotha.com