CHAD EDWARD A fashion line

1
CHAD EDWARDA fashion line
2
What Do They Do?
Imagine how good this would have been if it just
said Chad Edwards - Patagonia meets Polo Thats
all you need.

• Chad Edward is a new company that creates
  high-end clothing from organic fabrics
• Target 18-25 year olds.

• The style of the clothing is best described as
  Woodsy Prep - a well-dressed outdoorsman look.
  You might say its Patagonia meets Polo.

3
Why Does Chad Edward Matter?
Illustrating your point is good. But this water
analogy seems a little forced - is there a closer
parallel?

• Prep fashion has a problem the imagery is
  doesnt match its reality. Preppy brands
  celebrate tradition and wealth. But look at the
  tag Made in Honduras. Made in Sri Lanka.
  Made in Peru.
• Sweatshops using 2nd rate fabrics to produce
  garments for the masses dont exactly scream
  luxury.

Misleading marketing and over hype. (note this
is pure water. H3O is just a marketing gimmick.
If you know anything about chemistry, this is
actually quite amusing.
4
Preppy is About More Than Wealth
Forgive me but Im going to use this as a good
example of how stuff should be shorter and more
direct. You dont need things like The words
cultured and connoisseur comes to mind. - just
say cultured and connoisseur.

• At its heart, being preppy is less about living
  life with riches and more about living life
  richly.
• Yes, its a life of privilege, but its the
  privilege of learning about and experiencing the
  world on a unique level that few others can. The
  words cultured and connoisseur comes to mind.
• Think of a wine lover and his glass of wine. For
  the prep, though, his glass is filled with life.
  Every drop - savored. You dont need wealth to
  be a connoisseur. Just passion.
• Shouldnt the clothing reflect this rich
  attitude?

5
Chad Edward is for the Connoisseur
Same here you can do this just as well in three
or four words. Better in fact.

• While wine is tasted with the tongue, clothing is
  tasted with the skin. At a superficial level,
  clothing is visual. At an intimate level its
  visceral. Why else would you ask yourself each
  morning, What do I FEEL like wearing?
• Because of this understanding, Chad uses the
  highest quality fabrics (i.e. Japanese organic
  cotton) and master craftsmen in Italy. (Even the
  tags are made from Hungarian organic velvet.)
• His designs and fabrics attract touch an
  experience that can be described as succulent.

6
Who Will Care?
Interesting stuff but again, too long-winded. The
best bit is He is well dressed but never looks
better than his date. That seems fresh and
interesting. That gives me some insight into this
character, some of the rest is a little too
bland/obvious.
The Natural Prep

• He believes that the whole concept of maleness
  dressing and grooming needs a makeover as the
  idea of the Metrosexual floods our culture. He is
  a guy who wants to re-assert his guyness.
  While he loves rough outdoor sports and
  activities, he is also a man who can talk fine
  wine and pima cotton sheets. He is well dressed
  but never looks better than his date. He looks
  groomed with an air of masculinity. He searches
  for more intense experiences and relationships.
  This leads him to brands, such as Chad Edward,
  that communicate passion, though not necessarily
  sex.
• The exemplar male Natural Prep is one that evokes
  the classic charm of Cary Grant and Robert
  Redford. He has a good sense of style and
  appreciates clothing that is classic, understated
  and masculine. His desire to look good without
  too much effort creates a look that appears
  effortless. He knows how to tie a bow tie.

7
Chad Challenges the Natural Prep

• The Natural prep is intrigued by the companys
  take on prep culture. The outdoorsman style
  allows him to evolve his look to one that is
  unique within, but still connected to the culture
  of prep.
• From a brand values aspect, he admires how the
  company challenges political and fashion culture
  with its use of organic fabrics.

8
What Excites the Natural Prep?
This is the simplicity and clarity Im looking
for.

• Personal value is created from what they do, not
  what they own
• Opportunities to influence cultural and political
  life

Fresh thinking
Self Expression
Doing.
9
Why This Makes Business Sense

• True, the Natural Prep is probably more a
  minority than a majority. However, it is a
  minority that influences the majority.
• For a young brand to compete among goliaths, the
  strategy must be organic no pun intended.
• The brand must grow from an authentic base of
  followers. If Chad Edward claims to be A, but
  his customers are B, consumers will call
  bullshit.
• The Natural Prep gives Chad Edward validity.

10
The Advertising Challenge
11
Whats the Business Problem?

• Sales and Distribution.
• Chad Edward has limited distribution (only
  boutiques) and therefore a limited geographic
  footprint (only NY, Massachusetts, Vermont,
  Connecticut, Rhode Island). Compounding this is
  that boutiques can only move small amounts of a
  line.
• The cash cow is larger department stores such as
  Bloomingdales, Nordstroms, Barneys etc. But
  their buyers have only one incentive buy what
  sells.
• As a young brand with only a few months under its
  belt, Chad Edward has a hard time proving the
  clothes will move off the shelves. Customers have
  been enthusiastic and sales are good but not yet
  good enough.
• There is hope though. The company will soon have
  an e-commerce presence through its Website. If
  online sales can be boosted, then Chad Edward can
  use that sales data to influence retail buyers.

12
How will ads solve this problem?

• Drive awareness. Basically, the Natural Prep
  doesnt know Chad exists. Limited distribution
  means limited geographic footprint which means
  few people in the know.
• Drive hits to the Website.

13
Suggested Direction
Lots of good thinking in here and I get the
impression that you understand, and like, your
audience but theres just a bit too much of
it. You need to keep it shorter, simpler, more
powerful.

• Chad Edwards budget is small. But he has a great
  motto, Dont be afraid to fail. Be afraid to be
  boring. Guerrilla tactics are perfect for this
  scenario.
• Target cities/towns with high 18-25 year old
  concentrations (i.e. college towns).
• Give the Natural Prep an opportunity to speak his
  mind. A campaign involving co-creation would
  strongly appeal to the target.
• Give the target opportunities to do. Envelope
  them in experiential marketing.
  www.yellowarrow.com is a fascinating and cheap
  project that would connect with the target and
  allow them to discover the marketing.
• Contribute to their knowledge. These are smart
  people. Help them discover new perspectives on
  the things around them. Maybe allow an
  opportunity for them to share knowledge/ideas
  with each other.