Current: Uber Premium Loyalists Demographics Psychographics Mindsets Lifestyle

5. Primary demand for premium denim needs to be stimulated within the South African market and selective demand created for the each of the premium brands imported by Loft Fashion. • Premium denim needs to be launched in the market using the Institute of Denim as its platform.

6. Development of an innovative way to build awareness and communicate benefits to the desired target market using the brand: Institute of Denim. • New ways need to be continually developed to add value and build the brand: Institute of Denim.

7. Current: Uber Premium Loyalists • Demographics • Psychographics • Mindsets • Lifestyle

8. Possible Future: Premium Denim Aspirers • Demographics • Psychographics • Mindsets • Lifestyle

9. The Premium Denim Points of Difference • A formula of six essential ingredients: • The power of 'Cultural Cool’- acceptability • Heroic Myth-brand image • Exquisite Product- finishes and details/embellishments • Ultra Selective Distribution- availability • Iconic Communication • Engineered Celebrity

10. Current Positioning Map The Institute of Heroic Myth Denim' Brands 10 8 Other Premium 6 The Power of 'Culture Cool' Exquisite Product Denim Brands 4 2 0 Designer Denim Brands Ultra Selective Distribution Iconic Communication High Street Denim Brands Engineered Celebrity ‘Mainstream' Brands

11. Future Proposed Positioning Map The Institute of Heroic Myth 10 Denim' Brands 8 6 Other Premium The Power of ‘ Culture Cool' Exquisite Product Denim Brands 4 2 0 Designer Denim Brands Ultra Selective Distribution Iconic Communication High Street Denim Brands Engineered Celebrity Brands

12. Positioning statement The Institute of Denim, an interactive virtual destination where exquisite premium denim brands are exhibited to create a culture of cool to iconic proportions.

13. The Institute of Denim is the vehicle through which awareness for premium denim brands will be built. • To launch the brand the Institute of Denim onto the market. • The primary function of the Institute of Denim is to educate the market about premium denim by focusing on the benefits and lifestyle elements of denim. • Create favourable attitudes and relationships through interaction with all stakeholders using the Institute of Denim website.. • Build and maintain loyal and long term relationships with all stakeholders by using Loft Fashion’s database. • Promote the retailers and create awareness of premium denim and the brands by using the Institute of Denim. • Promote the premium denim category through active exposure and interaction with the various premium denim brands.

14. Denim Art Movement

16. The Institute of Denim needs to be built into an institution in its own right where art and denim merge to form a masterpiece of information, premium brands, exclusive stockists and a unified community for denim lovers. • THE CONSUMER PROMISE: The Institute of Denim brings premium denim to life… • THE PAY-OFF LINE: Art is life. Life is denim. Denim is art.

17. Implementation • Create a hype around the Institute of Denim • A launch party & fashion show • A Denim Art Exhibition • In Store Promotion & Point of Sale Displays • P.R Campaign • Above-The-Line- in form of posters

18. Premium Brands • History • Catalogue • Fit Profile • Store Locator • Latest Trends • Style Tips • Paparazzi • Photo Library • Forum • Events • Denim & Art

19. Web Elements

20. Web Elements

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24. ( also called blue jeans, jeans, dungarees, or levi's )historical evolution / trend 2000 / material- by birgit lohmann ,2000the history of denim, the fabric phenomenon of the last centuries:the 18th centuryin the eighteenth century as trade, slave labour, and cotton plantationsincreased, workers wore jean cloth because the material was verystrong and it did not wear out easily.the 19th century: the california gold rushthe gold miners wanted clothes that were strong and did not tear easily.in 1853, leob strauss started a wholesale business, supplying clothes.strauss later changed his name from leob to levi.the 1930's: westernscowboys - who often wore jeans in the movies-became very popular.the 1940's: warfewer jeans were made during the time of world war 2, but they wereintroduced to the world by american soldiers, who sometimes worethem when they were off duty. after the war, rival companies, likewrangler and lee, began to compete with levi for a share of theinternational market. Back to Home Page

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40. Establish the Institute of Denim’s exclusive premium denim boutique and denim art gallery. • Create a lifestyle around the Institute of Denim. • Expand brand portfolio • Continuously look for innovative and creative ways to build the brand • Develop a database

41. Thank You Any questions?