Hello budding copywriters! How are you? Well, sorry for being so late. But I post a blog when I feel I have finally found something substantial to share. I attended a brainstorming session yesterday. The regarding creative team had to dig a communication strategy for a footwear brand ‘X’ (assumed name).
About the brand
Basically, that brand ‘X’ had been stagnant for the last few years. On the worse, this brand can’t vouch for the quality. In short, it is an ‘almost unseen brand’ that falls in the middle price range. Then what is the catch? Well, it is the style revamp that the brand has undergone. It has got the latest designs, gay colors and hence, an all-new aesthetic appeal.
Key Insights Received
A lot of people gave their feedback in the discussion. Below are a few –
A 27-year old fellow informed he is quite brand-conscious, so even if the brand ‘X’ offers the most vibrant designs, he will, on purpose, overlook it and buy those Adidas and Puma apparels.
A 32-year old lady said it entirely depends on the looks. If the product looks cool to her, she has no qualms in going for it.
Another 32-year old lady said she doesn’t mind buying two such pair of shoes rather than buying only one pair of Nike.
A couple of youngsters (one 23 and another 26) implied whenever they check shoes online, they do not read the brand’s name. They pay more attention to the looks. Secondly, they do not hesitate to go for a ‘cheaper’ name as they know they will buy new pair of footwear next season as well.
Another 40-year old gentleman exclaimed, “Rather than going for ‘an average brand with above-average design’, I would go for ‘an above-average brand with average design’!”
Another interesting insight was that if an apparel product (in the middle price segment) is branded on the basis of its performance/quality, it generates three thoughts. Firstly, when a customer has to buy a product while keeping the quality factor in mind, they would go for a more expensive brand. Because paying more is associated with ‘Better Quality/Longevity/Durability’. Secondly, the shoes aren’t as expensive as a car. They could be bought every now and then. Therefore, associating quality-performance with them might evoke a response – “I will buy another pair next year. As of now, I buy only one. These shoes are gonna perform well anyway.” Thirdly, an apparel brand can’t overpromise. Its quality is usually not competitive.
So who would buy an average brand with an above-average look?
The product will be bought by the wannabes aging between 15-25 and grown ups between 35-45. Why? Because 15-25 group can’t afford to buy two-three pairs at the same time. Simultaneously, it needs to look vibrant too. So it will go for something that’s within the range as well as stunning in appearance. The 35-45 group won’t be actively involved in sporty activities. So, it isn’t obsessed with hardcore sportswear brands like Nike and Adidas. It also has financial responsibilities. So it is likely to spend judiciously. Also, please keep in context that the Target Audience will be based in the Tier-2 cities. As the people of Tier-1 cities are too evolved and aware.
Whenever you are campaigning for an apparel brand (especially if it’s falling in mid-price segment , try to keep the style/attitude factor in the center.