Marketing Eye Branding Portfolio

Marketing Eye Branding Portfolio

Marketing Eye Portfolio: Junk Clothing

Marketing Eye Portfolio: Junk Clothing

The strategy was to develop targeting key messaging using emotional and behavioural messages to change marketplace perception with messaging developed for both consumers and retailers (stockists).

JUNK needed to build its credibility with its retailers (stockists) as an initial starting point and then target consumer awareness.

Commercially, JUNK had to increase revenue to support the new brand, product, look and feel and to stay competitive they needed to explore alternative marketing methods to comply with the phenomenon of the internet and online shopping.

As part of JUNK’s strategy Public Relations was a key focus especially convincing journalists of the new look and feel.    

The Solution

JUNK’s strategy was to develop a brand in line with their target audience. As part of this specifc strategy, key messages and imagery were designed to influence and change the perception.

Casting models and a location shoot to provide imagery was conducted in line with the new branding and launching of the new winter and subsequent ranges.

The JUNK website was developed with online catalogues and a ‘look book to show the product range.

In addition, JUNK did not have a digital strategy in place. As part of the digital strategy Marketing Eye  developed competitions, social media, blogs and in general communicated the brand online directly focused on its target audience.

To effectively target the younger market and support other marketing initiatives Social Media pages such as Facebook were also developed to further drive awareness and website search engine optimisation and enquires.

Media kits and PR pitches were produced to effectively communicate with media contacts to promote the new brand and create some noise around the launch.

For existing retailers (stockists), in store POS was created and distributed to all retailers to create visibility of the brand in store to drive sales.

Finally, magazine advertising was developed and communicated. 

Summary

JUNK took a leap into a dynamic yet competitive retail industry with the overall business growth of 38%.

As part of JUNK’s success, 42 new retailers opened providing consumer’s accessibility to the growing brand.

Website visits increased by 47% which in turn generated overall enquiries.

Publicity of the brand grew enormously from 2 magazines to an outstanding 37 publications.

The relaunch of JUNK’s brand was successful due to the consistent key messaging and expertise of Marketing Eye’s professional and experienced team and the results achieved.

See our design work for Junk Clothing:


JUNk Web2

JUNK Casestudy

Project Details