Product Collaboration Magazine

MAGAZINE NIKE X DAVID SHRIGELY

Avery Davis A tutorial by Avery Davis on how to mix and match prints like a seasoned pro.

SS 06/11 JUNE 2022

C O N T E N T S

03 06 12 INTRODUCTION OF THE BRAND

Introduce Nike company, including what products they sell,how brand influence to the world

INTRODUCTION OF THE ARTIST

Introduce artist David Shrigely, including his growing background, his painting style, and what make his work so special

INTRODUCTION OF THE COLLABORATION PROJECT introduce Nike and David Shrigely collaboration products, also include their marketing mix and strategic marketing plan

PAGE 1 | BACKPACK

INTRODUCTION OF NIKE Nike is an American multinational corporation that is engaged in the design, development and worldwide marketing and selling of footwear, apparel, equipment, accessories and services. It is one of the world's largest suppliers of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$24.1 billion in its fiscal year 2012.

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INTRODUCTION OF ARTIST DAVID SHRIGLEY David Shrigley was born in Macclesfield in 1968 and studied at Glasgow School of Art. He has worked as a sculptor, photographer and 'environment artist' and, most famously, as a cartoonist and illustrator,who is good at using the simple lines to depict the absurd and ironic daily life, although his work is quiet simple and easy to draw, but for him, ideas is more important than the skills.

David Shrigley exhibition 2016 @ David Shrigley

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INTRODUCTION OF COLLABORATION PRODUCTS

SHOES Since David Shrigley was known for animals , daily life objects painting with ironic words, so I put some animals with "I hate human" words on the bottom of the shoes to mock the person who don't care for the animals and the environment, and as the tip of the shoes design I put David's initials to represent the limited collaboration between Nike and David Shrigely

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NIKE X DAVID SHRIGLEY

T-SHIRT To attract my target group Gen Z, at the front side of the tshirt I put all of David's paintings together to create the vintage and street style looking, and as the back side of the t-shirt I put David's name to represent the brand collaboration. The price of the products is $4000 and $4500 NT dollars respectively.

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NIKE X DAVID SHRIGLEY

AGE

GENDER

18-34 years old, especially Gen Z

Both male and female

GEOGRAPHIC

INCOME

Whole world, especially Asia, Taiwan

Middle to high disposable income, average $30,000 to $90,000

TARGET CUSTOMER EDUCATION

OCCUPATION

Above college

Work in fashion and art industry, athletes

LIFESTYLE Fashionable individuals that consider physical activity as part of their lifestyle, enjoy exercise, who is care for the environment 10

BUYING BEHAVIOR Who is interested in street style sneakers, also who is prefer to buy sustainable products

NIKE X DAVID SHRIGLEY

David Shrigley painting 2019 @ David Shrigley

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BRAND POSITING

HOME & LIVING

NIKE X DAVID SHRIGLEY

Nike collection t-shirt 2019 @ Nike Company

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4PS

PRODUCT

PRICE

Nike X David Shrigley collaboration shoes and Tshirt with sustainable material

$3500-5500 NT

PLACE

PROMOTION

Physical store Pop-up store in Xinyi district Online store

Advertising, influncer, celebrities, social media, sales promotion, music vedio, pop up store

Nike collection lookbook 2019 @ Nike Company

NIKE X DAVID SHRIGLEY

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STRATEGIC MARKETING PLAN

SUSTAINABLE MATERIALS Shoes and t-shirt are labeled as a sustainable material which apparel contains at least 50% recycled content, such as organic and recycled cotton, while shoes contain 20% recycled nylon and recycled polyester, both new recycled materials reduced carbon emissions up to 50% compared to the original one.

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NIKE X DAVID SHRIGLEY

CELEBRITIES

To attract Taiwan target customer, I will invite Taiwanese signer, KOL/model, 9m88 and Dizzy Tsai to promote Nike and David Shrigley collection, their personal images will help create a vibrant and street style vibe for the brand

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NIKE X DAVID SHRIGLEY

SOCIAL MEDIA Influencer Influencer collaborations are a perfect opportunity to promote a new product launch on social media. The influencer’s task is to introduce the new product to wider audiences, share the fresh content and post it, but the most important is choosing the right influencers, because they are aim to show the authentically of the products, if consumers can spot inauthentic content from it, which may affect the brand's reputation.

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POP UP STORE

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INSPIRATION The exterior design of the pop up store is Nike X David Shrigley logo with light brown background, which is simple but stylish, in the interior design there is a counter in the middle of the store to provide customized services for customers, around of the counter I will put the products, so that people who go inside the store can clearly see our products and buy it.

STYLE STREET STYLE

PLACE XINYI DISTRICT

NIKE X DAVID SHRIGLEY

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NIKE X DAVID SHRIGLEY

CUSTOMIZED SERVICE

As long as you spend over six thousand dollars, pop up store will provide free customized service, you can choose any small pattern which drawn by David Shrigley to print on your shoes or t-shirt, this kind of marketing strategy will attract more customer to visit the store and buy the products

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SWOT ANALYSIS

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STRENGTHS Strong brand awareness Huge customer base Aimed for sustainability Low manufacturing cost Customized service Stylish design Global reach

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W

WEAKNESSES

Poor labor conditions in foreign countries lawsuits Dependency on US market Focus on footwear

NIKE X DAVID SHRIGLEY

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T

Innovation products New markets Consumer direct strategy Collaborate with another brand to expand potential customer

Increasing competition Impact of pandemic Government regulation Economic uncertainty Counterfeit product

OPPORTUNITIES

THREATS

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