Unionmade
The objective of this project was to create an environment where Unionmade would be able to expand across the United States.
The tagline captures both the industrious spirit of the customer as well as the more charitable aspects of the campaign. It invites the customer to actively "build" their lifestyle, as they have built their businesses, their relationships, and themselves. It also reflects the actual style of the clothing with the connotations of building, leading back to a retro persona of the hard-working American set on his slice of the American dream.
The Pop-Up Shops
The pop-up shops will serve three major functions to both drive up sales and increase awareness for the company.
Test the Waters
Setting up temporary stores and tracking the sales can tell the company which styles are usccessful and in what areas, giving some insight into the market before a permanent location is established.
Create Buzz
A new store is always cause for investigation and exploration by locals. Given an upcoming event, creating the best customer experience can generate word of mouth advertising.
Get Sales
What a great oppurtunity to sell some clothes and accessories! This provides back up sales in case the location is not all that was expected.
The Underground Ads
These ads will be placed in strategic locations in the financial district of San Francisco as well as Hayes Valley, the Castro, and Haight Street. They will also be placed in strategic locations in Portland, Seattle, Atlanta, New York, Los Angeles, and other big cities around the US to raise awareness for the pop-up shops located in these areas.
The Events
The events provide an oppurtunity for members of that city to come together and shop free of pressure while also enjoying a beer bar, a selection of food, tailors, stylists, and barbers. This appeals directly to The Entrepreneur and the Dapper Socialite as not only a way to socialize, but also a way to treat business friends and network with other professionals in the city.
Beer
A full artisan beer bar provides good beer and merriment.
Food
Food trucks cater the event, providing eclectic, healthy and socially concious food choices.
Discounts
Discounts on the clothing and accessories during the event invite spending.
Barbers
Onsite barbers provide beard-trimming, style tips, and palmade.
Tailors
Tailors provide proper measurements for customers as well as tips on how to find a good fit.
Stylists
From style advice to a simple, "Yes, those match," stylists reassure customers that their choices will look good.
Market Segments (Demographic)
Unionmade has three main shoppers each represented here by actor James Marsden. With this campaign, each one is targeted in strategic ways, allowing for the most market penetration.
The Entrepreneur
This man is 24- 45 and works frequently in the business world. He drinks Starbucks coffee every day on his way to work via public transportation. He lives just outside of the big city, and spends his evenings at wine bars with clients or on his laptop at the cafe, writing up some proposals.
The Dapper Socialite
This man is 21-35 and is most likely seen riding his bike to the newest art opening in the city. He carries his books in a satchel over his suspenders and is most likely to meet new people at book signings and underground music venues.
The Nostalgic Man
This man is 35-55. He has worked hard most of his life and likes to treat himself now and again. He watches old Gene Kelly films and reads F. Scott Fitzgerald in his spare time, remarking on how good things used to be.
