Background:
Before Kith took over the fashion industry with their streetwear, they were only selling shoes from brands like Adidas, Nike and of course Kith collaborations. Ronnie Fieg, a typical Gemini likes to keep his business the same way -- keeping a close knit circle of friends and taking care of your family. Research shows that consumers are from an income of around $400,000 annually who on average stand on line for about 40 minutes because that’s the closest they can get to feeling the hustle of a real New Yorker.
Turns out Kith is not just Kith, a popular streetwear brand, but also a symbol of family and loyalty.
To prove it, we rebranded the tagline from “Just Us” to “Loyalty Runs In The Family”, that captures the essence of Kith and celebrates the loyal consumers. The new branding will be celebrated with a limited edition drop of Kith tees, sweatshirts and shopping bags released exclusively in-store to those who attend and will be promoted on Instagram and in-store.
Kith is losing the audience past age 25 and they're trying to show that the brand lasts beyond a "trend". The solution is to prove to consumers that Kith is not a friend you grow apart from, it's a family member you grow with and a bond that lasts forever.
Execution:
OOH - Billboards in of one of Kith's flagship locations, SOHO. Ad will showcase eye catching headlines, a sneak peak of the merch, and featuring a partner to the brand Justin Bieber.
SOHO billboards
LA billboards
Social Media:
Kith will use social media to showcase the exclusive drops.
Following tradition, drops will be announced with clever captions from Both Kith's instagram handle and Ronnie's personal page.
During the posts, reservation tickets for the exclusive "Loyalty Runs in The Family" drop will be given out.
Visitors to the event can use #FamWasThere to enter the next raffle for a FREE KITH treats item during the next drop.
Ronnie Fieg Instagram handle announcement
KITH main handle drop announcement
