汤米·希尔费格公关公司简报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.热爱音乐POPCULTURE3.乐于环保SUSTAINABILITY4.性价比VALUEBRANDIMAGETARGETCONSUMERTHETARGETAUDIENCE(22–32)OURTARGETAUDIENCE,THESOCIALCURATOR,SEEKSAUTHENTICCONTENTVALIDATEDBYTHEPEOPLETHEYADMIRE.THEYAREAMBITIOUSANDFOCUSONINSATIABLEPOSITIVEENERGY.THEYUSESTYLE,FASHION,BEAUTYANDMUSICASANEXPRESSIONOFINDIVIDUALITY.THEYKNOW,SEEANDDEMANDEVERYTHINGINSTANTLY.THEREFOREWEWILLDEVELOPADIGITAL-FIRSTAPPROACHTHATWILLDELIVERFRESH,ENGAGINGCONTENTANDSTORIESTHATAREPLUGGEDINTOTHEMOSTRELEVANTPARTSOFPOPULARYOUTHCULTURE.1%打造热爱音乐、热爱环境的，以数字化沟通做为主要渠道的年轻人品牌VISION+PRODUCT+SOCIALTSHIRTISTHEMOSTUPLIFTEDBRANDIMAGEPRODUCTMATCHING1%KEYWORDS:90‘S,ARCHIVE,BIGLOGO,POPUPCOLOR,COLORBLOCK,UNISEX复古、中性、环保KEYCATEGORIES:DENIM–BASED(JEANS/DUNGAREE/OUTER/SKIRT),SHAKET,HWKSANDTEESBRANDIMAGEPRODUCTMATCHING–

复古

+UNISEX复古

-TRADITIONALCONTENT1%DSTRATEGYBRANDIMAGEPRODUCTMATCHING–

复古

+UNISEXFROMMAINLINETOCAPSULETWEARNOWSTRATEGYBRANDIMAGEPRODUCTMATCHING–

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+UNISEXFROMMAINLINETOCAPSULETTWSWEATERANDHWKSARESBRANDIMAGEPRODUCTMATCHING–

复古

+UNISEXFROMMAINLINETOCAPSULETWEARNOWSTRATEGYBRANDIMAGEPRODUCTMATCHING–

环保

+UNISEXRICHDIGITALCONTENT1%TSBRANDIMAGEPRODUCTMATCHING–

环保

+UNISEXFROMMAINLINETOCAPSULE1%OURJOURNEYTOWARDSSUSTAINABILITY…TSWEATERANDHWKSARESBRANDIMAGEPRODUCTMATCHING–

环保

+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，FW21，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