湯米·希爾費(fèi)格公關(guān)公司簡報(bào)Tommy Hilfige PR agency pitch brief

SHANGHAITOMMYHILFIGERPRRETAINERPITCHCHINAMARKETINGPLEASEKEEPITHIGHLYCONFIDENTIALTEM212345AGENDABRANDINTROBRANDCHALLENGEANDEXPECTATIONTOMMYHILFIGERPRAGENCYPITCH2021MARKETINGCALENDARBRAND:TOMMYHILFIGER&TOMMYJEANSSERVICEPERIOD:APR2021–

APR2022HANDOVERPERIOD:MAR2021SOWANDKPIAPPENDIX3?WHOISTOMMYOURLABELSOURPOSITIONINGWEAREAPREMIUMDESIGNERBRANDOURPOSITIONINGASAPREMIUMDESIGNERBRANDKEEPSUSSTRONGINTHEHEARTSANDMINDSOFCONSUMERSACROSSTHEGLOBE.WEOFFERHIGH-QUALITYPREMIUMAPPAREL,FOOTWEAR,ACCESSORIESANDLIFESTYLEPRODUCTSATACCESSIBLEPRICEPOINTS.Note—

IncludingMenswear,Womenswear,Kids,Hosiery,FTWandApparelAcc.Source—

EuropeRetailSales:;EUROSTATOURVISIONWEARECOMMITTEDTOCREATINGAMORESUSTAINABLEFUTUREOFFASHIONASABRAND,WEAREDEEPLYCOMMITTEDTOWASTINGNOTHINGANDWELCOMINGALL.WHENWETALKOFCREATINGGREATFASHION,WEALSOMEANCREATINGGREATSUSTAINABLEFASHIONTHATISACCESSIBLETOEVERYONE.WEARECONSCIOUSOFOURPLANET’SBOUNDARIESANDWEAREINTUNEWITHOURTIMES.TAKINGLESS,GIVINGBACKMORE.WASTINGNOTHINGANDWELCOMINGALL.WEREALIZEBEINGABENCHMARKFORINCLUSIVITY,SUSTAINABILITYANDCIRCULARITYWON’TBEEASY,BUTWHENHAVEWEEVEROPTEDONLYFOREASY?WEARE,AFTERALL,THEONESTHATMAKEITPOSSIBLE.OURPUROPSEWEMAKEITPOSSIBLETOGETHERTHEPIONEERINGSPIRITOFTHEORIGINALPEOPLE’SPLACEANDITSCONSTANTCLASHOFFRESHIDEASINSPIREDUSTOSHARPENTHEROLEWEWANTTOPLAYASABRAND.WESHAREADETERMINEDOPTIMISM.DETERMINEDOPTIMISMISOURMOSTRELEVANTANDDISTINCTIVEBRANDVALUE.WEHARNESSTHEPOSITIVEPOWEROFTHECOLLECTIVETOMAKEOPPORTUNITIESHAPPEN.ITISNOTABOUTBEINGNAIVEORUNREALISTICALLYCAREFREE,BUTHAVINGOPTIMISMTHATISGROUNDEDINPURPOSEANDEMPOWERSOPPORTUNITY.OURBRANDPURPOSEUNDERLINESEVERYTHINGWEDOANDBRINGSOURUNIQUETOMMYHILFIGERMESSAGETOLIFEINEVERYTHINGWEDO,BOTHINTERNALLYANDEXTERNALLY.ERINSTYLE,IVECHANGE!BRANDVALUEDETERMINEDLYINCLUSIVENESSPREMIUMNESSOPTIMISMBRANDIMAGEDEFINITIONOFTJOFFERINGMODERN,DENIM-BASEDSTREETWEAR,TOMMYJEANSISFORRISK-TAKERSWHOEMBRACEWORLDOFTOMMYOURSTREETWISE,INDIVIDUALITY，MUSICANDECO-LOGO-IN-YOUR-FRIENDLY.FACESTYLESANDSTORIESSETTOTHEBEATOFANEWGENERATION.WORLDOFTOMMY1.有活力YOUTHFULSPIRIT1%2.熱愛音樂POPCULTURE3.樂于環(huán)保SUSTAINABILITY4.性價(jià)比VALUEBRANDIMAGETARGETCONSUMERTHETARGETAUDIENCE(22–32)OURTARGETAUDIENCE,THESOCIALCURATOR,SEEKSAUTHENTICCONTENTVALIDATEDBYTHEPEOPLETHEYADMIRE.THEYAREAMBITIOUSANDFOCUSONINSATIABLEPOSITIVEENERGY.THEYUSESTYLE,FASHION,BEAUTYANDMUSICASANEXPRESSIONOFINDIVIDUALITY.THEYKNOW,SEEANDDEMANDEVERYTHINGINSTANTLY.THEREFOREWEWILLDEVELOPADIGITAL-FIRSTAPPROACHTHATWILLDELIVERFRESH,ENGAGINGCONTENTANDSTORIESTHATAREPLUGGEDINTOTHEMOSTRELEVANTPARTSOFPOPULARYOUTHCULTURE.1%打造熱愛音樂、熱愛環(huán)境的，以數(shù)字化溝通做為主要渠道的年輕人品牌VISION+PRODUCT+SOCIALTSHIRTISTHEMOSTUPLIFTEDBRANDIMAGEPRODUCTMATCHING1%KEYWORDS:90‘S,ARCHIVE,BIGLOGO,POPUPCOLOR,COLORBLOCK,UNISEX復(fù)古、中性、環(huán)保KEYCATEGORIES:DENIM–BASED(JEANS/DUNGAREE/OUTER/SKIRT),SHAKET,HWKSANDTEESBRANDIMAGEPRODUCTMATCHING–

復(fù)古

+UNISEX復(fù)古

-TRADITIONALCONTENT1%DSTRATEGYBRANDIMAGEPRODUCTMATCHING–

復(fù)古

+UNISEXFROMMAINLINETOCAPSULETWEARNOWSTRATEGYBRANDIMAGEPRODUCTMATCHING–

復(fù)古

+UNISEXFROMMAINLINETOCAPSULETTWSWEATERANDHWKSARESBRANDIMAGEPRODUCTMATCHING–

復(fù)古

+UNISEXFROMMAINLINETOCAPSULETWEARNOWSTRATEGYBRANDIMAGEPRODUCTMATCHING–

環(huán)保

+UNISEXRICHDIGITALCONTENT1%TSBRANDIMAGEPRODUCTMATCHING–

環(huán)保

+UNISEXFROMMAINLINETOCAPSULE1%OURJOURNEYTOWARDSSUSTAINABILITY…TSWEATERANDHWKSARESBRANDIMAGEPRODUCTMATCHING–

環(huán)保

+UNISEXFROMMAINLINETOCAPSULE1%STUPLIFTKEYCONTENTS/WORDSCOMMUNICATIONSTORYBRANDCHALLENGEANDEXPECTATIONOURCHALLENGESAWARENESS24OURCHALLENGESAWARENESS25OURCHALLENGESBRANDPERCEPTION/DIFFERENTIATION26YOURRESOURCES1.HEAVIERMEDIAINVESTMENT2.NEWAMBASSADORANDASSETS27HOWWEDEFINEASUCCESSFUL2021?BEUNDERSTOODANDBESEENBEKNOWNBEPURCHASEDANDBELOVEDBEREMEMBEREDBEWORNASAPREMIUMLIFESTYLEBRAND282021PRODUCT/MARKETINGCALENDARCHINACONTENTPLAN-ANNUAL2021WORLDOFHILFIGERFEBFEBMARMARAPRAPRAPRMAHeartbeatMoment(MarketingTeam)SP21brandcampaignChineseNewYearValentine’sDayWomen’sDayEarthDay520Mother’sDayFather’SDay618Polo:LuxuryPique,Launchof1985PoloWov:Oxford(Travelpack)andEasyCare;---Tee:PimaandKeyProductMessage(MerchandizingTeam)CNYFestive,CNYandZodiacembroideries,Outerwearand(PotentialproductdelayofLardini)Polo:Launchof1985Tee:PimaandCVDembroiderylogo:unisex,pimacottonTee,ECHappyValentineDaySpecialVDembroideries,unisexMercerizedCottonMercerizedCottonContinueWSWWomensDayDressesEarthDayGraphicBottoms:stretchwovenshortsHeavyweightknitPants:NewfabricSuperStretchWSWQueensDayPants:CottonSatinDressesABOTee’sgraphicBottoms:CottonSatininbothpantsandshortsexclusiveHWKAUGAUGSEPSEPOCTNOVNOVBrandEducationCampaignNationalHoliday&Mid-AutumnFestivalHeartbeatMoment(MarketingTeam)ChineseValentine’sFA21BRANDCAMPAIGN11.11Xmasday(CHINA)MARKETINGCALENDAR2020/21WORLDOFHILFIGERLEGEND/KEYWIPS21SP21SUPF21NOVEMBERDECEMBERJANUARYFEBRUARYMARCHAPRILMAYJUNEJULYSTORYHOUSEOFHILFIGERVALENTINE’SDAYCNYWOMEN’SDAYEARTHDAYHBMOMENTMOVINGFORWARDTOGETHERBRANDCAMPAIGNWILLIAMANNOUNCEMENTMOVINGFORWARDTOGETHERWAVE1WOMEN’SDAYTIER-1CAMPAIGN&CNYCAMPAIGNWILLIAM&GLOBALCAMPAIGNMOVADOSAFILOXUKAICHENGANNOUNCEMENTVALENTINEARTHDAYARTISTPACKTEELIZHENNINGE’SDAYANNOUNCEMTIER-2CAMPAIGNENTCHINACONTENTPLAN-ANNUAL2021WORLDOFTOMMYFEBMARMARAPRAPRMAYMAYHeartbeatMoment(MarketingTeam)ChineseValentine’sDayValentine’sdayWomen’sDayEarthDay520JUN:StreetMeetsSportSustainabilityLUVtheWorldCapsuleTee/FashionJeansCNYCapsuleOuterwear/DNAXStreetBallShapeJeans/otherpcswithstreetballlogoorelementsKeyProductMessage(MerchandizingTeam)Dresses/DungareeCoupleTeefor520PastelPack+LTDBlastfromthePastTee+Short/DressesSocialOnlyCardigan/PastelCapsuleHeavyweightknitJUL:RepurposedDenimSEPOCTOCTNOVNOVDECJANNationalHoliday&Mid-AutumnFestivalHeartbeatMoment(MarketingTeam)11.11Xmas(CHINA)MARKETINGCALENDAR2020/21WORLDOFTOMMYLEGEND/KEYWIPS21SP21SUPF21NOVEMBERDECEMBERJANUARYFEBRUARYMARCHAPRILMAYJUNEJULYHOUSEOFTOMMYSTORYVALENTINE’SDAYCNYHBMOMENTWOMEN’SDAYEARTHDAYBRANDCWITHAPAC/MUSICTAKESBRAND/TIER-1CAMPAIGNLUVTHEWORLDCNYWOMEN’SDAYTIER-2CAMPAIGNPATTA（DOESOCIAL)RED:1)SEMALWAYS-ONTIKTOK:PRODUCTSTORYSTREETWEARxSTREETBALLxWORKWEARNEONMIAMIBEACHHIGHLIGHTSSOWANDKPISOWRETAINER

HALFYEARPRSTRATEGY（×2）?

HalfyearPRcommunicationstrategydevelopment?

Competitorcampaigntracking/strategyanalysis?

Marketbestpractice/trendswatching/marketresearch

DAY-TO-DAYPRCOMMUNICATION&MEDIARELATIONSHIPMANAGEMENT?

PR/Media/KOLlisteningandWOMmanagement?

Pressreleasespreparation&translation?

Editorialpitchmanagement?

Samplemanagemento

SP21,SS21,FA21，F(xiàn)W21，SP22-CNY?

Media/3rdpartypartnershipforPRContentCreationo

Exploringmoreinnovationopportunitiestostrengthenbrandimageishighlyappreciated?

Reportingo

Competitorreview：QuarterlycompetitivereviewforTH&TJmaximum4brandssubmittedinApr2021,Jul2021,Oct2021&Jan2022including4keycompetitorsPRactivitieso

WeeklyPRclippingreport/MonthlyPRclippingreport35SOWRETAINER

TALENT/INFLUENCERRELATIONSHIPMAINTENANCEANDMANAGEMENT?

PRseeding（Celebrity&TopKOL)?

Strategizeandexecutedressingopportunitiesforcelebrityandinfluencerprogram,cleardifferentiationforTH&TJ?

BuildthetalentpoolforTH&TJindifferentlevels?

FacilitategiftingtoTalentsonspecialoccasions(birthday&X’mas

&CNY,etc)?

Facilitatetravelarrangement&paymentincludingtransportation,perdiemallowance,accommodationanddressing?

Reporting

CRISISMANAGEMENT

AD-HOCREQUEST?

RegionalPRrequest?

Celebrityshootingsupport?

Mediaday/Offlineeventplanning&execute(excludesiteset-up)CAMPAIGN

PRCOMMUNICATIONPLAN&EXECUTION

PRPRESSRELEASEDISTRIBUTION

KOL&CELEBRITYPLAN

TRACKING&ANALYSISREPORT,CAMPAIGNREPORTING:36WHATWEEXPECTFROMAGENCYPROPOSAL1.PRSTRATEGY?

Marketsharing&consumerinsightwithindicationstoTommyHilfiger&TommyJeans?

CategorycommunicationstrategyforTommyHilf