5. Primary demand for premium denim needs to be stimulated within the South African market and selective demand created for the each of the premium brands imported by Loft Fashion. Premium denim needs to be launched in the market using the Institute of Denim as its platform.

6. Development of an innovative way to build awareness and communicate benefits to the desired target market using the brand: Institute of Denim. New ways need to be continually developed to add value and build the brand: Institute of Denim.

7. Current: Uber Premium Loyalists Demographics Psychographics Mindsets Lifestyle

8. Possible Future: Premium Denim Aspirers Demographics Psychographics Mindsets Lifestyle

9. The Premium Denim Points of Difference A formula of six essential ingredients: The power of 'Cultural Cool’- acceptability Heroic Myth-brand image Exquisite Product- finishes and details/embellishments Ultra Selective Distribution- availability Iconic Communication Engineered Celebrity

12. Positioning statement The Institute of Denim, an interactive virtual destination where exquisite premium denim brands are exhibited to create a culture of cool to iconic proportions.

13. The Institute of Denim is the vehicle through which awareness for premium denim brands will be built. To launch the brand the Institute of Denim onto the market. The primary function of the Institute of Denim is to educate the market about premium denim by focusing on the benefits and lifestyle elements of denim. Create favourable attitudes and relationships through interaction with all stakeholders using the Institute of Denim website.. Build and maintain loyal and long term relationships with all stakeholders by using Loft Fashion’s database. Promote the retailers and create awareness of premium denim and the brands by using the Institute of Denim. Promote the premium denim category through active exposure and interaction with the various premium denim brands.

14. Denim Art Movement

15. The Institute of Denim Concept: Denim-Art movement Phase One: The launch Phase Two: Institute of Denim & the five premium brands Phase Three: Future direction for the Institute of Denim

16. The Institute of Denim needs to be built into an institution in its own right where art and denim merge to form a masterpiece of information, premium brands, exclusive stockists and a unified community for denim lovers. THE CONSUMER PROMISE: The Institute of Denim brings premium denim to life… THE PAY-OFF LINE: Art is life. Life is denim. Denim is art.

17. Implementation Create a hype around the Institute of Denim A launch party & fashion show A Denim Art Exhibition In Store Promotion & Point of Sale Displays P.R Campaign Above-The-Line- in form of posters

18. Premium Brands History Catalogue Fit Profile Store Locator Latest Trends Style Tips Paparazzi Photo Library Forum Events Denim & Art

19. Web Elements

23. Back to Home Page

24. ( also called blue jeans, jeans, dungarees, or levi's ) historical evolution / trend 2000 / material - by birgit lohmann,2000 the history of denim, the fabric phenomenon of the last centuries: the 18th century in the eighteenth century as trade, slave labour, and cotton plantations increased, workers wore jean cloth because the material was very strong and it did not wear out easily. the 19th century: the california gold rush the gold miners wanted clothes that were strong and did not tear easily. in 1853, leob strauss started a wholesale business, supplying clothes. strauss later changed his name from leob to levi. the 1930's: westerns cowboys - who often wore jeans in the movies-became very popular. the 1940's: war fewer jeans were made during the time of world war 2, but they were introduced to the world by american soldiers, who sometimes wore them when they were off duty. after the war, rival companies, like wrangler and lee, began to compete with levi for a share of the international market. Back to Home Page

40. Establish the Institute of Denim’s exclusive premium denim boutique and denim art gallery. Create a lifestyle around the Institute of Denim. Expand brand portfolio Continuously look for innovative and creative ways to build the brand Develop a database

41. Thank You Any questions?