THE ISKO I-SKOOL™ MARKETING AWARD ADDRESSES THE STUDENTS OF SOME OF THE MOST INFLUENT SCHOOLS OF MARKETING AND COMMUNICATION WORLDWIDE.
THE PROJECT OFFERS THEM THE OPPORTUNITY TO TEST THEIR THEORETICAL KNOWLEDGE BY ACTUALLY DESIGNING A PROFESSIONAL MARKETING PROJECT APPLIED TO THE DENIM INDUSTRY.
In the frame of the ISKO I-SKOOL™Marketing Award, students are asked to create marketing plans and denim innovation focuses applying their strategic approach, out-of-the-box thinking and creativity, together with actual feasibility to the denim industry.
should be generated by students,
including plans for product identity graphic design,
comprehensive communications strategy
and promotional events.
Nowdays, ecology and sustainability have become emotionally engaging, and even fashionable arguments for today’s consumers. This interest emerged spontaneously in the food and beverage market and now it’s spreading to other markets, proving that when they can, consumers choose eco-sustainability. Besides better manufacturing processes and better ingredients, a better product communication is needed to open up to sustainability’s natural “exposure”.
Given these premises, students are asked to think about the relationship between fashion and sustainability.
After observing other sectors – can the fashion world learn how to better engage the consumer of sustainability, making sustainability an element of fashion marketing strategy?
Let’s analyze the denim sector and study the retail sector’s approach and touch points regarding ingredients and the chain of production, to design a marketing strategy in two parts, complete with tactical activities.
1. Marketing analysis
2. Analysis of possible competitors with similar value proposition
3. Target identification
4. Definition of key points and key words
6. Touch points
7. Trade marketing levers
1. Garment communication (logo, label, key points)
2. Point of sales activities (displays, totems, etc)
3. Training of sales personnel
4. Digital activities
5. PR and press relations
6. Brand experience events
7. Ad campaign