who we
STARTER AGES 13 - 17
• Strives to express individuality through fashion
• Coordination of colors and brand names are not necessary
• Gravitates to more extreme looks
• Prefers slimmer fitting clothes
we serve
ALL-STAR AGES 18 - 26
• Self-aware/Open-minded
• Learning to budget and spend their money
• Shops organically and purchases relatable items
HALL OF FAME AGES 27 & UP
• Self-confident/Self-aware
• Financially established
• Less flexible/steadfast brand loyalty
our audience
HER AGES 15 - 25
Fashion forward Spends on key fashion items & beauty
Wants to look good even when she dresses casually
audience
THE REAL MVP MOM
• Initial influencer of fashion choices within the household
• Provides financial support for or contributes to children’s spending habits
• Identity builder
ROOKIE AGES 1 - 12
• Alphas spend the bulk of their formative years immersed in technology
• More socially connected
• More visual than generations before them
OUR MISSION
Unite our passion for fashion, community engagement, entertainment and sports by differentiating our service culture that empowers our consumers to be their authentic selves.
Pioneer
75% of our door base are street locations
In The Streets
We are pioneers of the industry and lead urban lifestyle retail.
Community Inspired
Meaningful street inspired fashion trends begin in the communities we serve.
One Stop Shop
Diverse product offering that combines the latest and greatest brands in sportswear, streetwear, fashion athletics and accessories in a one stop high-energy shopping experience.
75% of our door base are street locations.
Teamwork
Experienced, best in class management team delivering consistent results.
Connected
Unique and unmatched consumer connection.
People and Culture
Intense focus on culture and staying active within the communities we serve.
“Strive to be the #1 Lifestyle retailer in the communities we serve.”
who we are OUR VISION
ALABAMA 2 DELAWARE 5 MINNESOTA 6 MISSOURI 1 FLORIDA 21 GEORGIA 15 CONNECTICUT 5 PENNSYLVANIA 34 SOUTH CAROLINA 5 TEXAS 17 VIRGINIA 16 WASHINGTON, DC 3 WISCONSIN 2 NEW JERSEY 3 NEW YORK 8 NORTH CAROLINA 13 OHIO 19 ILLINOIS 32 INDIANA 1 MASSACHUSETTS 1 MARYLAND 27 MICHIGAN 14 ATLANTA Black 48.5% White 39.1% Hispanic 4.9% Other 7.5% MIAMI Black 13.5% White 13.3% Hispanic 71.3 % Other 1.9% BALTIMORE Black 61.8% White 27.4% Hispanic 5.7% Other 5.1% BOSTON Black 22.2% White 44.9% Hispanic 19.7% Other 13.2% DALLAS Black 24.3% White 29.1% Hispanic 41.2% Other 5.4% DETROIT Black 77.4% White 10.6% Hispanic 8.3% Other 3.7% DEMOGRAPHICS INFLUENTIAL CITIES where we serve PHILADELPHIA Black White Hispanic Other CHARLOTTE Black White Hispanic Other
we own the streets 5+ MILLION Pairs of Shoes Sold Per Year 21 STATES + WASHINGTON, DC 250 LOCATIONS 7+ MILLION Units of Apparel & Accessories Sold Per Year KEY I-95 PLAYER INFLUENTIAL CITIES Atlanta, Baltimore, Boston, Charlotte, Chicago, Cleveland, Dallas, Detroit, Miami, Philadelphia, Raleigh-Durham, Washington D.C. 190 OF OUR STORE BASE ARE COMMUNITY LOCATIONS. PHILADELPHIA Black 40.1% White 34.2% Hispanic 15.2% Other 10.5% RALEIGH-DURHAM Black 38.1% White 39.1% Hispanic 14.4% Other 8.4% WASHINGTON, DC Black 44.1% White 37.3% Hispanic 11.3% Other 7.3% CHARLOTTE Black 34.7% White 40.5% Hispanic 15% Other 9.8% CHICAGO Black 28.5% White 33.5% Hispanic 28.8% Other 9.2% CLEVELAND Black 48.7% White 32.2% Hispanic 12.7% Other 6.4%
Total Employee count gender
3,050 EMPLOYEES
51% FEMALE 49% MALE
5% 4%
1% 36% GEN Z 1997 – 2012 AGES: 10 – 25 BLACK
GEN X 1965 – 1980 AGES: 42 – 57 BOOMERS 1955 – 1964 AGES: 58 – 67 MILLENNIALS 1981 – 1996 AGES: 26 – 41 Generations in the work place ethnicity
57% 80% 10%
1% 6%
LATINO MULTI WHITE ASIAN
Our mission is to create an environment of inclusion while making a difference in the communities we serve. Working collectively with organizations and programs that promote voting, education, health and activism to uplift and revitalize our communities.
SOCIAL STRATEGY
The Dare To Live Right SCI plan allows us to hear and feel what OUR communities are facing, serving as an antenna that can immediately assist agencies, organizations, and individuals become more effective in their purpose.
• Supporting those creating an environment of inclusion to make a difference in our communities.
• Enhancing those designing programs that are created to uplift and revitalize neighborhoods within each community.
• Amplifying those engaging and galvanizing the community around voting, education, health and activism.
• Supplying resources to empower those who are positively impacting entire families of the communities.
FUNDING
We fund our Community Outreach department with a small percentage of co-op support.
95% 5% DTLR FUNDED CO-OP SUPPORT
WHAT WE STAND FOR
We pride ourselves in our ability to rapidly respond to the issues of our community with our 5 pillars. Our mission serves as a support tool with the agility to reach out to community stakeholders with a view to amplify other organizational missions that often align with ours. This ability leads to measurable change in reputation, reach and impact.
5 PILLARS
VOTING
Educating our communities about voting rights, obligations and protocols.
HEALTH
Increasing communication, education and awareness throughout our communities.
EDUCATION
Focusing on the education and success of future generations.
COMMUNITY
Building and strengthening relationships amongst those we serve.
ACTIVISM
Developing future community leaders by providing a foundation of leadership.
• Voter Registration Drives at Stores
• Politicking App Partnerships
• HBCU Candidate Forums
• Community Fitness Club Support
• Mental Health Programs at Schools
• Community Produce Giveways
• Fresh Food Youth Culinary Programs
• School Incentive Programs
• HBCU Scholarships
• Parent Involvement Programs
• Back To School Supply Giveaways
• Holiday Giveaways
• Community Cleanups & Beautification
• Employee Volunteer Programs
• Region Specific Drives/Giveaways
• Homeless Prevention Programs
• Violence Reduction Programs
• Rehabilitation & Recidivism Reduction Programs
• Diversity and Inclusion Program Support
Loyalty
• Online and In-store registration
• Redeem cash rewards in-store or online
• Redeem points for exclusive release purchase opportunities (online raffle)
DTLR Mobile APP
• 10% of digital sales
• Raffles – Loyalty/App only Raffles (BOT protection)
• Push Notifications – market in-store/online promotions and transactional
• App Exclusive product
Bot Mitigation – Ensure our customers have opportunity to purchase
• Shopify – ongoing software updates, turned on for all releases
• Scan for multiple orders – automatically block order if similar email or shipping address
Fast Simon
• AI search engine and product suggestions
Website redesign (In progress)
• Side Breadcrumbs and Navigation
• Modernized PDP Dropship Fulfillment (QTR4 - 2022)
consumer connection
connection
BRAND MARKETING
co-op program
Engage with our direct consumers and stretch your budget with our unique co-op marketing and advertising opportunities. Whether it’s digital-first, community based, or lifestyle-driven, our brand marketing co-op strategies and tactics may be customized to support any product go-to-market plans. Our team knows the consumer and will collaborate with your team to create authentic experiences and engagements with our consumers.
marketing touch points:
IN-STORE ADVERTISING
DIGITAL MARKETING AND ADVERTISING
COMMUNITY OUTREACH
3
2
1
Featured Tables & Mannequins 1 Window Takeover Campaign 2 DTLR Radio Live Liners / Commercials 4 Digital Screens Across Chain 3 DTLR Radio Artist In-Store 5 Employee Brand Advocacy 6
Custom Content Creation DTLR.com Features • Front Page Feature • Brand Landing Page Targeted Email Social Media • Organic • Paid Influencer Collaborations, Marketing and Seeding CTV Performance and Multi-Touch Device Advertising
HYPER-LOCAL COMMUNITY PARTNERSHIPS WITH NON-PROFITS IN 21 STATES AND WASHINGTON, D.C.
HOLIDAY GIVEBACKS
• SEASONS FEEDINGS
IN-STORE COMMUNITY GIVEBACKS
• STUDENT FASHION CHALLENGE SHOPPING SPREE
DTLR SPORTS
• AAU TEAM DTLR
• HS REGIONAL TOURNAMENTS (BALTIMORE, ATL, CHICAGO)
Back to School Hair Cuts in Multiple Regions
While advertising with us in our stores and on our channels will surely move the needle, DTLR’s unique and authentic connection to the culture is unmatched.
Our history in the game resonates with the cultural architects that have made the lifestyle what it is today. Come with us as we participate in some of the following cultural activations and special moments of the year.
Hyper-local Community and Nightlife Events
Key Cultural Moments
• All-Star Weekend
• Super Bowl
• CIAA Weekend in Baltimore
• The ATL Fashion Show
• Broccoli City Fest
• BET Weekend in Los Angeles
• Rolling Loud Miami
• ATL Birthday Bash
• Bud Billiken Parade in Chicago
• Surround Sound of Fashion Chicago
DTLR HBCU TOUR
‘UNEXPECTED CREATIVITY’
& THE AIR JORDAN 11 “COOL GREY”
washington, d.c.
DTLR and Jordan – in partnership with Arena Social Arts Club and Hue 2 Gallery – worked to share a unique connection to D.C. through the lens of her. The brands brought the popular Air Jordan 11 “Cool Grey” sneaker back to the chocolate city via a pop-up art exhibit highlighting four women from the DMV, whose art was curated to tell the “Cool Grey” origin story in a figurative, artistic format.
The Unexpected Creativity Art Exhibition opened on Dec. 7, leading up to a Friends & Family reception on Dec. 10 hosted by DTLR and Jordan Brand. With the help from the Arena Social Arts Club, attendees were in for a visual treat by four local visionaries, who created the unexpected works of art. Artists Lex Marie, Dyymond Whipper-Young, Keiona Clark, and Anisha Murdock were hand-selected to present original pieces inspired by the chilling design and living legacy of the iconic sneaker.
FAMILY TIES
DTLR & JORDAN BRAND HOST A SPECIAL HOLIDAY EXPERIENCE FOR 11 CHICAGO-AREA FAMILIES
chicago, iL
On Friday, Dec. 9, DTLR partnered with Jordan Brand to celebrate the Air Jordan XI ‘Varsity Red’ holiday release through the lens of families. We joined together to spread a little sneakerhead cheer to select DTLR Trendsetters.
Eleven Chicago area families were selected to participate in a unique holiday experience, inspired by the Air Jordan Retro 11 “Varsity Red.” The selected families not only received a pair of the shoes for each family member, but also participated in a professional holiday-themed family photo shoot with Grizel Preciado -- an official photographer from the Jordan Brand Women’s Collective. Each family was able to take home a print of their favorite shot in a custom holiday frame. The experience was held at the DTLR store on 87th and Dan Ryan in the DTLR Radio Studio and Greenroom, which was transformed for the day into a photo studio. The families were selected via in-store reference and an online contest that was held for DTLR Trendsetters, our loyalty program.
In addition, we continued to make the release available to our true consumers in the communities we serve, by implementing our annual holiday toy drive. Leading up to launch weekend, customers were invited to bring a toy to the store in exchange for their reservation ticket to make a hassle-free purchase during this festive season.
DTLR X NEW BALANCE
990V6 RELEASE EVENT
washington, d.c.
DTLR and New Balance celebrated 40 years together while launching the 990V6 in the DMV streets on November 3. As a apart of our brand marketing plan, we hosted an exclusive DTLR x New Balance lifestyle event at Focus DC Social Club. Over 175 Guests RSVP’d for our event. As guests approached the venue, it was apparent who were and why we were here with floor to ceiling window display and co-branded barricades out front. Upon entry guests were greeted by hostess and received free VIP wristband along with New Balance branded towel and hand sanitizer while every screen in the building reminded them of “Runners aren’t Normal”.
As the consumer traveled upstairs to the main event, the second floor VIP area decor boasts of co-branded pillows, a dynamic gobo display and back window display. Guests enjoyed an a full buffet and open bar located next to a New Balance display of 990 heritage. The bar was lined with floating centerpieces featuring 990 footwear and fresh florals. Guests were greeted by staff wearing NB apparel tees and footwear while being served special cocktails courtesy of Nyak and Cayeya Tequila. On the third floor our ultra-VIP guests such as Anwaa Glover (Big G), 30hBlack, Beau Young Prince, Impressionz GoGo Band, Money Jake, TSU Terry and Lawrence Burney (Baltimore Banner) to name a few. Our influencer guests were seeded the shoe and interviewed by DTLR Radio during our live broadcasts via Twitch and the DTLR Radio app.
Our programs are fully customizable and affordable for you to reach our unique consumers where they are. Take a look at the below opportunities and ask about the ones that best fit your brand.
BRAND MARKETING OPPORTUNITIES AHE A D
In-Store Marketing
• Window Campaigns
• Digital Screens
• DTLR Radio Live Broadcasts
Digital Marketing
• Demand Creation/ Custom Content
• Home Page Banners
• Email Marketing
• Social Media Advertising
• CTV Advertising
• Mobile Applications
3
Lifestyle/Street Team Marketing & Event Promotions
• Truck Wraps
• Hyper Local Nightlife Collaborations
• Cultural Moments
All-Star Weekend
Super Bowl
CIAA Weekend
ATL Fashion
BET Weekend
Rolling Loud Miami Birthday Bash
1 2
thank you! BRITTANY LEIGH BRAND MARKETING MANAGER BLEIGH@DTLR.COM