Isko I-skooltm

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ISKO I-SKOOLMARKETING AWARD 2016/2017TMISKO confidential and proprietary

ISKO I-SKOOL - MARKETING AWARD 2016/2017ISKO I-SKOOLIS A PROJECT OFTM2

What is ISKO I-SKOOL ?ISKO I-SKOOL is the denim award that was created and promotedby ISKO , world leader in the manufacture and innovation of denimfabric. ISKO I-SKOOL is a double contest, with two distinctcompetitions: the first is dedicated to the design and productionphases of denim garments: the ISKO I-SKOOL Design Award,and the second, ISKO I-SKOOL Marketing Award,puts marketing analysis and promotion to the test.After the success of the first three editions in academic years2013/2014, 2014/2015 and 2015/2016, the 2016/2017 editionof the Awards will see the participation of 21 schools andindipendent students from all around the world.TMTM2015-2016TMTMTMITALY: POLIMODA (Florence)NABA - Nuova Accademia di Belle Arti (Milan)IUAV (Venice)Accademia Costume&Moda (Rome)Università Commerciale Luigi Bocconi (Milan)Politecnico Milano (Milan)MFI Milano Fashion Institute (Milan)Sapienza (Rome)UK: Chelsea College of Arts UAL (Chelsea)GERMANY: AMD - Akademie Mode & Design (Düsseldorf and Münich)FINLAND: AALTO - University School of Art, Design and Architecture (Helsinki)NETHERLANDS: AMFI - Amsterdam Fashion Institute (Amsterdam)USA: FIDM - Fashion Institute of Design and Merchandising (Los Angeles)The New School - Parsons (New York)COLOMBIA: Colegiatura (Medellìn)CHINA: Beijing Institute of Fashion Technology (Beijing)Academy of Arts & Design of Tsinghua University (Beijing)Donghua University (Shanghai)Hong Kong Polytechnic University (Hong Kong)JAPAN: BUNKA Fashion college (Tokyo)AUSTRALIA: UTS - University of Technology Sydney (Sydney)3

ISKO I-SKOOL - MARKETING AWARD 2016/2017GOLD PARTNERSILVER PARTNERSSUPPORTING PARTNERSRESEARCH. EXPLORATION. INNOVATION.4

ISKO I-SKOOL - Marketing Award 2016/2017 participating schoolsSeven of the most importantschools in Europe are participatingin the contest.UNIVERSITÀCOMMERCIALELUIGI BOCCONIAmsterdamNETHERLANDSLos LYMilanITALY5

ISKO MAIN PROMOTERISKO is a company of SANKOholding and a leading worldwidemanufacturer of denim.With a wide range of innovativefabric technologies and productsthat meet the most diverse demandsof the denim sector, ISKO is gearedtowards the market’s high end.Having superior quality skills andexpertise in superstretch and morecomplex fabrics, ISKO productsare the woven materialization ofideas that unveil an entire new realmof interpretation for fashion andactivewear design.ISKO has offices in more than 30countries across the globe anda salesforce of over 200 experts,supported by R&D and marketingteams that serve brands locally.6

ISKO 250 MILLIONMETERSOF FABRIC EVERY YEAR.THE WORLD’S LARGESTCAPACITY FOR DENIMPRODUCTION UNDERONE ROOF.25,000PRODUCTSIN ITS PORTFOLIO.NEARLY 1,500AUTOMATEDLOOMS IN THEHIGH-TECHFACTORYIN INEGOL, TURKEY.A WORKFORCEOF OVER OUGH LOCALPROFESSIONALSIN MORE THAN 30COUNTRIESAND SALES IN OVER60 COUNTRIES, ISKO ’SGLOBAL PRESENCE ISFAST EXPANDING.STORAGE AND DISTRIBUTIONSYSTEM.GOVERNMENTCERTIFIEDRESEARCH CENTER WITH EXPERTSIN TEXTILES, CHEMISTRY, BIOLOGY,PHYSICS AND MORE.DEVELOPMENTOF NUMEROUS PATENTS.DESIGNCENTERSISKO HEADQUARTERS,R&D DEPARTMENT,ISKOTECA ANDCREATIVE ROOM .7

CREATIVE ROOM CREATIVE ROOMTMCREATIVE ROOM is the fashiondesign and style research center forjeanswear, sportswear and streetwearbrands as well as garment makerswho are looking for a partnerin new inspiration.The first hub of CREATIVE ROOM is in Italy (Castelfranco Veneto, nearTreviso) and a second hub is inInstanbul, Turkey.CREATIVE ROOM gives designersthe latest insight into new trends,washing and accessories.It contains a historical archive ofsamples from around the worldas well as the latest news of retailpoints and brands.ISKO concepts are on displaythere, with their Italian washes andJapanese washes, as are numerousmood boards. This space is dedicatedwholly to inspiring design.8

Tutoring agencyMENABÒ GROUPMenabò Group is a marketingand communication agency thathas long supported companiesthrough consultancy on strategyand operations, above and belowthe line.It is a specialized, key partner forstrategic marketing in the fashionand denim sector, with decadesof successes. Its strength lies inidentifying the correct communicationcodes for each specific product,goals and targets, through semioticand operation analysis.9

SCENARIO10

The scenarioToday’s market is permeated bya new consumer that cuts acrosshistorical market segments:the consumer of sustainability.Ecology and sustainability aremore than rational solutionsto the need to limit damage toour planet’s natural resourcesand limiting CO2 emissions,they’ve become emotionallyengaging, and even fashionablearguments for today’sconsumers.The size of the sustainabilityconsumers target-group has beengrowing constantly since 2012,when “sustainable” became abuzzword and for the first timemade it into the top ten trendsof the year.CONSUMEROF SUSTAINABILITY.11

The scenarioWhen they can, consumerschoose eco-sustainability.This explains the popularityamong consumers of productsadvertised as “free from.”,“zero emissions”, “bio”.This interest emergedspontaneously in the food andbeverage market and now it’sspreading to other markets,like construction, technology,furnishings, automotive, tourism,and the list is still growing.It’s only natural that consumersturned their attention to theproducts they eat for healthand ethical reasons, but thenthe food habits and theconnoisseur-effect ofingredients started to become“cool” and “smart”; symbolsof a modern and gratifyinglifestyle.These behaviors do not implyanything at all along the linesof self-sacrifice, monasticliving or control fixation;on the contrary, sustainablityhas become seen assomewhat hedonistic.WHEN THEY CAN,CONSUMERS CHOOSEECO-SUSTAINABILITY.SUSTAINABILITY HAS BECOMESEEN AS SOMEWHATHEDONISTIC.12

The scenarioIn this age of “ubiquitous data”,food brands have becomeradically transparent, becauseconsumers have shown growingappreciation for informationabout the chain of productionand the ingredients containedin products. Businesses havereorganized in order to satisfythe sustainability consumers’requests, and that has meantimprovements in the way productsare manufactured:New redientsBetter productcommunication13

The scenarioSUSTAINABLEEAGRICULTURORGANICLet’s take the food sector as an exampleESUSTAINABL EAGRICULTURcarbonreductionANICORGL ACTOFR E S EEGMOEFR EEGGFR EEORGANICKMUTPE A N EFR ENICHELFREE0MPALOILEFR E S U G AFR E REOr the small appliances sectorORGANICOnce point number 1 andnumber 2 were activated,some consumer goods werequicker than others at offeringtransparency about the entiremanufacturing cycle and openingup to sustainability’s natural“exposure”.The eye of the “sustainabilityconsumer” can be attractedstarting in the store: throughsignage and arrangement ofproducts in specific displays,through advertising messagesplaced near to products andon the products themselves.Packaging becomes amedium for communicating themost information possible toconsumers.carbonreductionANICORGORGANICVESA RGYEENA, A ,LES S EN ERGYCARBONLNEUTRAYLAUNDRERWAT IENTICE FF S H I N GWA HINEMACSAVERWATE14

BriefingHOW THE MARKETINGAWARD WORKSGiven these premises, studentsare asked to think about therelationship between fashionand sustainability.After observing other sectors –can the fashion world learn howto better engage the consumerof sustainability, makingsustainability an element offashion marketing strategy?The goal of the MarketingContest is to analyze the denimsector and study the retailsector’s approach and touchpoints regarding ingredientsand the chain of production.The end goal of this analysis isto design a marketing strategycomplete with tactical activities,that will transmit the messageof transparent developmentand production in the denimsector and show the consumerof sustainability those valueshe has already demanded andappreciated for some time inother product sectors.DESIGN A MARKETINGSTRATEGY COMPLETEWITH TACTICAL ACTIVITIES,THAT WILL TRANSMITTHE MESSAGE OF TRANSPARENTDEVELOPMENT ANDPRODUCTION IN THE DENIMSECTOR.15

BriefingTHE MARKETINGPLATFORMStudents are asked to design amarketing plan in two parts: thefirst part describes Business andMarketing Intelligence and thesecond is the Value PropositionDevelopment.1112BUSINESS T16

BriefingPART 1 OF THEMARKETINGPLATFORM: BUSINESSAND MARKETINGINTELLIGENCEStudents should immagine thatthey are designing a marketingplan for a premium denim brandthat has improved its:1) better manufacturing processes2) better ingredientsand wants to capitalize on thissustainable renovation byinterpreting it through the valueproposition that is transmittedto final consumers.The marketing plan shouldpresent an overview of thecurrent market, describing brandpositioning, and analyzing anypotential competitors that exhibitvalue propositions regardingpoints 1) and 2).The plan must also include adescription of the final consumer,define the key points of the valueproposition and the touch pointswhere the value proposition comein contact with the final consumer.THE SEVEN STEPS OF THE B.M.I.11Marketing analysis12Analysis of possible competitors with similar value proposition13Target identification14Definition of key points and key words15Storytelling16Touch points17Trade marketing levers17

BriefingPART 2 OF THEMARKETINGPLATFORM:VALUE PROPOSITIONDEVELOPMENTThe second part of the marketingplan shall describe the actionsneeded for developing the valueproposition and communicatingit to the final consumers.Contest participants may use anytool or output they find useful fortelling the story and engaging thebrand’s target audiences.THE SEVEN STEPS OF THE V.P.D.11Garment communication (logo, label, key points)12Point of sales activities (displays, totems, etc)13Training of sales personnel14Digital activities15PR and press relations16Brand experience events17Ad campaign18

BriefingFREEDOMStudents are completely freeto produce any kind of outputin order to present their project(imagery, graphics, text,presentations, audio, video etc.).DELIVERABLESThe only rule concerns the useof English language and a maximumof 40 pages for the plan.The project must be delivered ina pdf or ppt file and any video itcontains must be visible even if thepresentation is offline.FINALISTS SHORTLISTThe Tutor will select max 1 project per School,created by a Student or a Team of Students representedby a Team Leader, to be submitted to theISKO I-SKOOL Team by June 15th 2017.To help with the selection, from mid-May 2017to early June 2017 the ISKO I-SKOOL Team will beavailable to analyze up to 2 Team/Student’s Projectstogether with each Tutor. In this case, the 2 Projects willbe evaluated by the ISKO I-SKOOL Team through shortvideo presentations prepared by the 2 bestTeams/Students selected by the Tutor.The complete list of Finalists will be publishedon the iskooldenim.com website.19

Evalutation processThe jury will be composed ofrenowned international fashionand marketing and communicationexperts and will evaluate max 1Project per School.The first section of the planwill count for 50% of the final grade,the other 50% will come from theother elements of the project.THE JURY WILL EVALUATE THE FOLLOWING CRITERIA1112BUSINESS AND MARKETINGINTELLIGENCE PARTVALUE PROPOSITIONDEVELOPMENT PARTCompleteness of the analysisand strategyTrue applicability of strategyDefinition of a distinctivemarket positionCoherence of the valueproposition through storytellingand touch pointsTactical innovationsClear and engaging storytellingCreativity, originality(50% of total points)(50% of total points)20

Format & timing1234End of Februaryto MarchMay to JuneBy June 15thFinalists selection.Registration and project uploadvia www.iskooldenim.comEach school can present maxone project, created by astudent or a team of students,represented by a group leader.July - date tbdJury DaySchool briefings.We will invite all tutorsand finalists for 1 day.Finalists will have15 minutes to present theirproject to the Jury.21

Format & timingPRIZEAWARDSCEREMONYThe winning student or project leaderof the winning group will receivean internship with oneof the contest partners.All finalists will be invitedto the International Awards Ceremonythat will be held on July in Italy.22

INTERNATIONAL SCHOOLS INVOLVED:5FOR DESIGN AND1FOR MARKETING.INTERNATIONAL2PRESENCE ATLEADING FAIRS IN EUROPEWITH THOUSANDS VISITORS AT EACH EDITION.100MORE THANMAGAZINES, BLOGGERSAND OPINION LEADERS CONTACTED.DIGITAL ACTIVITIESINCLUDING SOCIAL NETWORKS AND WEB ARENAS.SCHOOLS INVOLVED:135FOR DESIGN ANDFOR MARKETING.BRAND-NEWPARTNERSHIPSWITH VOGUE ITALIA AND ITS PLATFORMDEDICATED TO THE FUTURE STARSOF FASHION: VOGUE TALENTS.INTERNATIONAL SCHOOLS INVOLVED:9FOR DESIGN AND6FOR MARKETING.STRONG PARTNERSHIPSWITH LEADING INTERNATIONAL TRADESHOWS WITHTHOUSANDS VISITORS AT EACH EDITION.250MORE THANMAGAZINES, BLOGGERSAND OPINION LEADERS CONTACTED.MORE ADVANCEDDIGITAL ACTIVITIESGROWING NUMBEROF INTERNATIONAL FASHION MAGAZINES ANDINFLUENCERS REACHED. THEY’RE PRESENTINGISKO I-SKOOL AS A CASE HISTORY.SUCCESSFULDIGITAL ACTIVITIESFOR THE ONLINE ISKO I-SKOOL COMMUNITY.THIRD EDITIONSECOND EDITIONFIRST EDITIONProject visibilityINCLUDING SOCIAL NETWORKS AND BLOGGERS.23

Follow ISKO I-SKOOL onwww.iskooldenim.comThanks for your attention

3 What is ISKO I-SKOOL ? ISKO I-SKOOLTM is the denim award that was created and promoted by ISKOTM, world leader in the manufacture and innovation of denim fabric. ISKO I-SKOOLTM is a double contest, with two distinct competitions: the first is dedicated to the design and production phases of denim garments: the ISKO I-SKOOLTM Design Award, and the second, ISKO I-SKOOLTM Marketing Award,