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.
a groundbreaking force in social history
and a propeller of the changes yet
to be documented".
How can we look back and move forward? What is the new forward? Denim has been the lead in dressing social changes happening under the layers of society for more than a hundred years. What will be its influence in the future? How will we document the society to come? UnDocumented is a blank statement, it is a state of non-confinement, a citizen of planet Earth free to navigate the world geographically, an idea that has yet to be documented, something unseen that speaks a new language, the undocumented future of denim growing from previous documents. It is the non-official history of humankind and how denim will continue to move with it from behind the wheel. UnDocumented: people leading a world in which a connective tissue – denim – unites them all.
The new market will be more and more permeated by a new type of consumer that cuts across traditional market segments: the eco-conscientious consumer. An audience of 2.5 billion millennial consumers worldwide is also coming forward. These new protagonists of the arena tend to experience purchase as a “social contract” that is emotionally and ethically binding. Transparency, increased competition, and instant connection make consumers (especially millennials) more inclined towards buying products that can express more value than their price and, most of all, they expect a company to be good – good for people, good for society, and good for the planet.
Brands with a purpose will continue to outperform stock markets (120% already in 2016, based on Interbrand’s Report “Best Global brands”), and developing more purposeful brands will be critical in order to establish or enhance future brand equity. The Ingredient Brand model, the behind-the-scenes choice of virtuous materials, services and approaches, is ideally suited to provide transparency and accountability for finished products.
Those brands that successfully reach a no.1 position in their relevant category will be best prepared for a prosperous future.
Based on the 2018 UnDocumented theme and on the market scenario outlined in the previous pages, Students are asked to develop a complete marketing strategy that successfully addresses a specific audience. The strategy will be intended for an existing consumer brand (Students will have to pick one) which is launching a line of clothing and/or accessories that fully embodies the idea of a “Responsible and Positive Vision of the Future” (UnDocumented). Students should focus their strategy and marketing plan on the importance of the “ingredients” for sustainability (from fibers, to fabrics, to production, and so on) and take into account this challenge: how will a brand market a responsible line of clothing and/or accessories within its product range, without hinting that the rest of the offer is less responsible?
Download the complete Marketing Award BRIEF and RULES down here or in our Guidelines Section: