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confused/out of date idea of their consumer,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)

Gio Goi mentions on blogs

http://hisfashioneye.buy.co.uk/blog/gio-goi/


http://www.themenswearsite.com/blog/2010/05/27/gio-goi-going-under-the-american-umbrella/


http://uscdaily.wordpress.com/tag/gio-goi/


http://www.giogoiclothing.com/ (unofficial blog)


http://blog.mainlinemenswear.co.uk/2011/03/gio-goi-featured-in-new-tiesto.html


http://www.box-clothing.co.uk/blog/?tag=gio-goi


http://blog.field9.com/post/2011/01/20/Gio-Goi-bags.aspx


http://blog.houseoffraser.co.uk/tag/gio-goi/


http://www.7thingsmedia.com/blog/gio-goi-bestsellers-free-delivery-with-50-spend/


http://blog.fallenhero.co.uk/gio-goi-new-collection-6193.html


These are the links from a general search from the first page on search engine Google. 
The search was conducted titled: Gio goi blogs. 3,780,000 results where found with the mention of Gio Goi in 0.15 seconds.

(KATIE)

Competitor: Adidas

Latest campaign:

Adidas launched their biggest advertising campaign today, starring David Beckham, Katy Perry, Lionel Messi and NBA star Derrick Rose.

Under the strictest of embargoes, the company released a four-second teaser of the video to accompany the global advertisement, a spot so fast it could induce an epileptic fit.

It's called the " all Adidas " campaign because, says the company, it "show that when you love the game, whatever the game you put your all into it."

The soundtrack for the commercial is by Justice although the album it's taken from, 'Civilisation', isn't released until April 4, adding to the hype.

Director Romain Gavras, who has shot music videos for M.I.A, has created a 30 and 60 second version of the ad for television and cinema. Online, Adidas will launch a two-minute version where fans can then interact via Facebook and Twitter, and the company is exploiting social media to the max by giving away Katy Perry concert tickets and a new range of trainers.

" All Adidas is the biggest campaign we have ever executed," says Erich Stamminger, member of the Executive Board responsible for Global Brands. "Its creative concept brings together the diversity of the brand under one strong roof. From the court to the catwalk, the stadium to the street, we are giving an authentic statement with credibility that only Adidas has."

However, at the time of press, Adidas wouldn't release a single image of the biggest star of their campaign: David Beckham. So it's hard to judge having not seen "all" of it yet.

(http://fashion.telegraph.co.uk/news-features/TMG8385975/David-Beckham-and-Katy-Perry-star-in-latest-Adidas-commercial.html)

These  screenshots have been taken from the website as it inhabits what Gio-goi are 'about'- clothes and music- however, this doesn't come across as a prominate feature of the brand. Although, Adidas are a global brand with many sub-brands they had to start somewhere to be able to grow to have the success they have today.

The combination of well known celeb faces and what there consumer are interested in can launch a specific ranges success.

(KATIE)

Competitor: Henleys website assessment

 

These 3 images are from Henleys homepage. They showcase there 'new season denim', free delivery for both men & women and there 'spring offer'.

Using the first page as a showcase for what the website can really entice the consumer to stay and browse online. This also helps the brand understand there consumer  as people maybe be looking for a 'bargin' or want to browse for something more specific.

Inspire Me is an aspect of the website where a stylist has chosen looks for both men and women for a quicker an easier online shopping experience.

(KATIE)

HAPPY TEENAGER, 22 Feb 2011 

Review by Woody

Purchased these for my teenage son and he is getting very fussy with his clothes. He loves them and they look very cool !!!

http://www.amazon.co.uk/product-reviews/B003V1XTXK/ref=dp_db_cm_cr_acr_txt?ie=UTF8&showViewpoints=1

Competitor: G-star footwear reviews

We bought our son, Logan, these trainers a couple of months ago. He has a smart pair of Clarks shoes, but they don't really go with some of his jeans and we wanted a more casual shoe. We found these in Sports Direct priced at £14.99 which we thought was quite a good price for Nike and they looked really cute!

They are designed to look like a tennis shoe. The sole is made of rubber and is very flat, curving up very slighty at the toe. There is a thick edging strip which goes around the whole shoe and is made of the same material, at the back and around the heel, there is a thin grey line running through with NIKE printed in white on the outside edge and the swoosh at the heel. This edging protects the upper shoe from a lot of dirt and scuffs, especially on the toe area. I wipe it over every now and then with a wet wipe to keep them looking clean. The upper is a marl grey fabric so the edging is very useful, if the upper gets dirty they usually need to go in the washing machine. The stitching is tiny and hardly noticible. The trademark Nike 'swoosh' is in black and sewn onto the side of the shoe with contrasting white stitching. These trainers fasten with two very strong velcro strips. The tongue is in the same grey fabric and has a white label stitched on the top showing the NIKE name and swoosh again. Inside, the insole is slightly cushioned and the upper is made of breathable mesh. They aren't a very wide trainer and look on the small side compared to Adidas. Logan is a size 5G. We asked a lady in Clarks to check them and she said they fit him fine, although she wouldn't recommend them over his Clarks shoes. (What a surprise!)

So, two months on and these shoes have had quite a bit of wear. Logan picks these up to wear rather than his Clarks shoes, so I presume they are more comfortable. I have two gripes with the shoe, the main one being that the fabric has bobbled and this happened before I started washing them in the machine. The second is the velcro straps curl upwards on the ends. It's not a major problem, it's only slight but it doesn't happen on other trainers, I suppose it's because they are fabric and not leather. Nevertheless, the shoes are easy to keep clean and come up well from the washing machine. The thick rubber edging gives them quite a retro look and they look great with a lot of his clothes. Logan walks well in them and has not had any blisters or rubbing from them. I think it's worth pointing out that being fabric they aren't water proof, so will need some protection spray. Not a problem for us though, Logan hears the word 'rain' and the wellies come out!

Advantages:

Look great, Rubber edging protects & keeps clean

Disadvantages:

Bobbling and velcro straps curling

Watkins11: Jan 18th, 2011 

http://sports.ciao.co.uk/Nike_Capri_Toddler_Trainer__Review_5954812

A very comfortable trainer but seems to have a huge toecap which is out of proportion to the shoe. As always the shoe is of excellent quality but I did'nt like the heel strap and the styling is'nt up to G-Star's usual quality.

G-Star Serger, 13 Aug 2010

Review by Bart

http://www.amazon.co.uk/product-reviews/B003KCAFVO/ref=cm_cr_dp_all_helpful?ie=UTF8&showViewpoints=1&sortBy=bySubmissionDateDescending

Competitor: G-star store reviews

Covent Garden:


Review 1:
Is it wrong to be in love with a shop. To dream about it's wonderful contents embracing ones body? Well I'm probably going to hell anyway so may as well covet amazing things whilst I'm alive.

The things I crave are the brilliant jeans that G-Star make. Okay their jackets and bags are equally amazing but it's their jeans which get over my martial art thighs and look great with pockets and zips everywhere. Okay the price could love my wallet a bit more but when every other store in London seems intent on only stocking skinny fit I'm not left with much choice.

Great central store in Covent Garden with large choice of products, helpful staff that don't seem to desperate for your commission and simply the best jeans going. End. Of!


http://www.yelp.co.uk/biz/g-star-raw-london


Review 2:






Manchester:


Review 1:
I am a HUGE fan of the G Star brand! I love it! I first fell upon it about five or six years ago, and I was immediately hooked in to their Elwood jeans, I think it was due to the resemblance to Teenage Mutant Ninja Turtles for which I have a lifelong obsession. I actually wasn't aware there was a G Star store in Manchester, let alone the Arndale, it came as a bit of a shock when I glanced across from the Disney Store and saw it standing there calling me in. Funny thing actually, I'd been in Disney to pick up the whole last minute kidlet gift thing I was on about previously, so in trackies and hoody I was given the eyeball treatment from the always haughty pheasant staff of G Star, I was followed around rather closely, which naffed me off until I barked at one insipid looking creature in a striped top. Staff issues aside, the denim wall is always divine and I could spend hours picking out my favourite styles and such, i'd been eyeing up a jacket but decided I wanted a second opinion so bought a pair of jeans and a t shirt for my friend's birthday, and bagged a pair of jeans for myself. Loving the grey bags that they came in, they were awesome, haha, I'm so easily impressed with the way my purchases are gift wrapped, but they were actual cloth bags and each item was individually wrapped, and receipt was folded into the special compartment too. 

Prices can run on the expensive side, but I do think in the denims, there is a good quality here, and I really like the style, I love the tees in here too, haven't had much experience with the footwear, although thanks for the tip, something to bear in mind.


Review 2:
G-Star's whole style seems to derive from Francis Ford Coppola's early eighties flick Rumblefish.

Being a big fan of the movie, I'm quite happy to see their models dressed up as Matt Dillon and Mickey Rourke's characters Rusty James and The Motorcycle Boy. For those that haven't seen it yet - and you really should! - I'm talking about indigo jeans, tight vests, rock and roll style tees, well fitted denim jackets, stylish leather jacket and motorcycle boots. It's a timeless look that people tend to love or hate.

Personally, I agree with Rusty James: 'Hey, my brother is the coolest.'


Review 3:
 swear, no joke of a lie, I used to think that G Star and Diesel were the same thing, or that G Star was owned by Diesel or something. Shows what I know. But there is a good reason for assuming this - I can't help but notice some similarities in the industrial, preppy and sometimes even steampunk offerings of the two brands.

A couple of G Star things have caught my eye over the years, both of them denim, both of them coats. Certainly the focus is on denim here, but you also get footwear, swimwear, sweaters, socks, that kind of thing, as well as bags and various other accessories. G Star clothing, particularly the denim, is quite structured and unusual. Here is where you will find jeans that taper at the ankle and seemingly have no crotch (my much beloved harem pant... I know, Hadley Freeman would hate me for it, but I might as well wear something comfortable if magazines tell me my height and shape can pull it off), and the coats I mentioned, well, this is where steampunk comes in. Both pinched in at the waist and flared out at the knee, not easily wearable but the sort of thing that catches my eye and makes me think, 'Mine'. Said in True Blood's Bill Compton's voice. 'Maayhn.'

I've had bad reports back from shoe wearers. At a shop I used to work at I had G Star shoes returned because the material spoiled easily. The BF says they're bad quality and pretty uncomfortable, especially for the price. Yup, nothing in G Star is cheap, that much is a given. And to be perfectly honest, you'd think this standalone store in the Arndale Centre would have a little more range, but you'd be wrong. It's surprisingly limited.

Your best bet with G Star products is to find them in the sale, concession-wise, in a larger store like USC or Republic. This one feels like a minimalist boutique, and a rather snooty one at that. Hey man, you're in the Arndale Centre like the rest of the riff raff. Get over yourself.


http://www.yelp.co.uk/biz/g-star-manchester


G-Star Jeans are a definite must have, their styles continuously change all year round, as does their other clothing but i'm a particular fan of their Jeans.

Now I cannot say that I have visited this particular store, but being as though this is a review on G-Star who undeniably have got the streets on lock down deserve a 5 star rating and that's based on my shopping experience at their Westfield Store; so it's ALL good!

Review 3:

G-Star truly make the best jeans around at the moment in my eyes. They have many different styles all brilliantly made and not just aimed at the skinny-legged brigade which currently makes a change.

This flagship store also has many beautifully made bags and jackets. The store itself is spacious and well-staffed and makes for a pleasant shopping experience which is a must considering that a decent pair of jeans may set you back £100.

http://www.qype.co.uk/place/339628-G-Star-Raw-London

(KATIE)

Competitor: G-star website assessment

This is the first image you see when entering the website. It shows the G-star 'arc' style on there variety of jeans, allowing the consumer to click on the specific style which opens the menu of the different washes that are available. The level of consumer interactivity on the first page sets the standard for the rest of the site, as it gives the consumer the option to scroll through products at there own leisure.

The shopping aspect of the site always the consumer to see a relatively good sized image of the model in the clothes, with limited product on each page.

Online streaming of the brands fashion show. Although Gio-goi isn't as fashion orientated in this section they could have screenshots of videos that there products have been shown in with a scroll through menu to watch the videos on the website or through there Youtube channel.

This image shows the different markets that G-star is affiliated with from drinks with Hennessy to  branded bikes allowing the consumer to see the other avenues the brand has experimented with. 

Gio-goi can use aspects of this as there roots are mainly with the music scene which the average high street consumer wouldn't really know that much about from just looking to buy a t-shirt online. However, aspects of this will begin to come through once they have understood there 'new age' consumer.

The 'Raw City Guide' shows how the brand has evolved with technology with the use of the app that shows New York City goers which clubs, bars, restaurants etc to go to. It also shows the consumer that they aren't just a fashion brand they care, understand, and want to communicate with there consumer on more then just a fashion level.

(KATIE)

French Connection Youtique hit or miss?

French Connection show how a brand can engage consumers by introducing a new way to shop for clothing via social media. However, while consumers say YouTique is “amazing” and the “future of online shopping”, very few discuss purchase intent.

French Connection has recently launched an interactive YouTube online shopping boutique called YouTique that is heralded as “online shopping like you’ve never seen before”. Consumers can navigate through YouTique interactively by clicking on the options to see videos of style tips and reviews of individual items of clothing. If a consumer wants to make a purchase, they click on the item as it appears on the screen to be directed to the online store. Consumers can also share comments in the same way as for any YouTube video.

WaveMetrix social media monitoring shows that consumers “love” the “awesome” YouTique concept that “takes social media to the next level” and is the “future of online shopping”. However, using 100% human analysis, WaveMetrix can ascertain that while consumers discuss the concept and user experience, very few discuss purchasing French Connection products.

Consumers talk about the concept and user experience of YouTique, but do not discuss French Connection products:

• Consumers say the French Connection YouTique is an “amazing step forward”: They think the YouTique is a “great idea” and that it is “really cool” and “awesome”. Some also argue that it “takes social media to the next level”, is the “future of online shopping” and is “pushing the YouTube boundaries”. Others add that a YouTique will “soon be common place” for fashion brands and French Connection are “innovative” and “leading the way” with their “excellent marketing”
• Many praise the “interactive fashion experience”: Consumers praise the “great” and “inspiring” user experience with the “inherent value of video content”. They say the “excellent digital experience” is “perfect for people who can’t go to the mall” and “want to see what clothes look like”. However, a few complain that the “clickable bits are not working” or say they “will not buy online because of the size issue”
• Consumers have mixed opinions about the execution of the YouTique videos: Some say the presenter, Louise Roe is “absolutely lovely” and “like” the male models. However, others say the “bad” music is “monotone” and “having models in a video is boring”

Few consumers discuss their YouTique purchase intent:

• Around one in ten consumers indicate that they will “probably” purchase French Connection clothes through YouTique: They are “intrigued” and “won over” by the “incredible” YouTique and “can’t wait to try it out”

• Very few say they “probably will not” purchase via YouTique: They mention the “size issue” as a barrier to buying clothes online

• The vast majority of consumers do not mention purchase intent:They discuss the “great” concept of YouTique, but so far, it has not been successful at prompting active purchase consideration

http://wave.wavemetrix.com/content/consumers-love-innovative-french-connection-youtique-concept-few-discuss-purchas-00694

(JOELY)

ASOS & French Connection on FB

Facebook’s drive towards become not only a social space, but a social commerce space is speeding up. Last month online fashion store Asos.com opened its Facebook store.

Asos.com is now being joined by French Connection, which is to launch a Facebook store at the end of the month.

Followers of French Connection’s page will be able to buy directly from its news feed. Fashionistas will be able to chat and shop. A definitely a boon for us girls.

Also hitching its social commerce wagon to Facebook is Unilever. It is to begin selling its skincare brand Dove. That initiative will be powered by Amazon and is a US only move.

Fashion is clearly leading the way. When Asos.com announced it launch there was much buzz for what was first brand in Europe to open such a store. Asos has been joined by another fashion brand – Young British Designers.

The launch by French Connection follows its interactive video store on YouTube called YouTique.

The shop, created by Poke, is a personalised, interactive shopping experience that gives advice on what to wear on different occasions.

Films on the site include Louise Rose, TV presenter and fashion journalist, giving viewers a range of choices from dressing up for a friends wedding to finding versatile office clothes.

With Facebook Deals now launched in the UK this latest move is a sign that social commerce is the next big thing not just for retail, but for Facebook.

http://wallblog.co.uk/2011/02/09/french-connection-joins-asos-in-opening-facebook-store/


(JOELY)