Aaker Model for Gio-Goi

It was felt that using the aaker model would help understand the brand in more intricate detail, hopefully, meaning that no detail that could be focused on would be missed and that the right message was being portrayed through the 'Big Idea'.

Aaker Model

Brand as a Product

Casual, comfortable clothing.

Embellished, neon yet simple.

Brand as an Experience

Colourful

Relaxed

Fun

Individual

Brand as a Symbol

‘it is what it is’

‘live who you are’

Arrowhead

Brand as a Person

Urban/street

Casual

Unpretentious

Northern

Brand as an Organisation

Dedicated to music

Proud of its heritage

Innovative take on the rave scene

(KATIE)

SWOT for Gio-Goi

Like the PEST this SWOT analysis was also undergone in order to highlight any problems that may affect Gio-Goi and anything that could be taken advantage of and enhanced to optimise its success potential.

SWOT:
Strengths:
longevity-21 years
basis of all social media
good relationships with relevant celebs:plan b, pete doughty.
reasonably strong brand ID
high involvement with creating lifestyle image to the brand-concerts, cds, mtv shows etc

Weaknesses:
confused/out of date idea of their consumer,
not fully utilised social media...dormant.
bad high street presence, doesnt reflect the brand
badly publicised involvment in music events, which seems to be somehting that the brand prides itself on and invests a lot in.
bad VM, lack of individuality and the products do not compensate for this.

Opportunities:
utilise social media; get feedback, filter people to the site
advertise the brand; bring it to peoples attension
promote the clothing and dont let people sit there with misconceptions that its a chavvy brand etc
improve its highstreet presence; make it reflect the brand image; if not open more stand alone stores then make it stand out against its competitors; dont rely on the brand selling itself. attract people.
use forums etc to see what they can do to attract loyal consumers and correct what is making people avoid the brand.

Threats:
competitors have better established websites, stores, social media etc;theyre ahead in making new loyal consumers
weak economy; lack of disposable imcome, espeicallly in its core consumers sector
consumers the brand is aimed at/think their consumer is are becoming less interested as they seem to be entering a different stage of their lives; they had their youth in the 90s etc.

(KATIE)

PEST for Gio-Goi

This PEST analysis has been undergone in order to help identify factors to be taken advantage of and that can hinder any changes to the brand, Gio-Goi.

PEST
Political:
lorry drivers from abroad potentially having to pay extra road tax to use our roads.....Gio Goi's items are often made in portugal.
government are considering the intro of tax holidays for UK manufactuers after Mulberry chief exec, Godfrey Davis said that uk's punitive tax system could prevent them from opening a 2nd factory.......used this as im not sure that footwear isnt made here etc

Economic:
young fashion in march continued to decline. suffering double figure digit declines. consumer confidence is feared to not recover in time to halt a double dip recession.

Social:
USC is to invest millions in refurbishing its entire store portfolio

Henleys has shut 18 stores blaming poor trading and difficult leases. wholesale business has been unaffected.

Technological:
internet advertising has broken through the £4bn barrier- popular as it accounts for £1 of £4 spent on ads.

MySpace has lost millions of users.

(KATIE)

QR codes

They come to us from Japan where they are very common. QR is short for Quick Response (they can be read quickly by a cell phone). They are used to take a piece of information from a transitory media and put it in to your cell phone. You may soon see QR Codes in a magazine advert, on a billboard, a web page or even on someone’s t-shirt. Once it is in your cell phone, it may give you details about that business (allowing users to search for nearby locations), or details about the person wearing the t-shirt, show you a URL which you can click to see a trailer for a movie, or it may give you a coupon which you can use in a local outlet.

The reason why they are more useful than a standard barcode is that they can store (and digitally present) much more data, including url links, geo coordinates, and text. The other key feature of QR Codes is that instead of requiring a chunky hand-held scanner to scan them, many modern cell phones can scan them.

http://searchengineland.com/what-is-a-qr-code-and-why-do-you-need-one-27588

Consumer Decision Journey

Looking at the consumer decision journey we focused on getting people for 'consider' the brand as we found that most people buy Gio-Goi because they seem to have special offers on the t-shirts that appeal to there demographic- male, students. We felt that over time people would begin to enjoy what the brands about and then the rest of the stages will soon follow.

Cow Parade

http://london.cowparade.com/

Inspiration for Big Idea Trainer statues.

These cows have travelled the world and have been highly publicised; blogs, newspapers, magazines, national television.  From research it seems that no fashion brand has done anything like this and so replicating a similar idea could work for Gio-Goi, espeically if it used its celebrity friends to raise the profile of the statues.

(KATIE)

Elephant Parade

http://www.elephantparadelondon.org/

These statues have created quite a buzz, along with the similar cow statues. They have gained a great deal of press attension and each have their own individual style; something that could be used to further promote the big idea for Gio-Goi.

(KATIE)