Dragon Alliance : Fashion Brand Research and Strategy

Client: Dragon Alliance
Strategy and Research: Chris Rankin
Internship research project for Marchon

Full Research Report – PDF

Eyewear manufacturer Marchon needs
to make more with what they have…

SWOT Analysis

Brand Audit

Retail Experience – the whole sale retail model is limiting the customer’s brand experience. The majority of units sold are through optical private practice dispensaries.

Advertising Experience – the brand is promoting through traditional print and out of home channels. The art direction is product focused but clean.

Digital Experience – the brand has no direct to consumer ecommerce availability for their optical frame category. Their Twitter, Facebook following is underperforming the competition (Oakley, Nike, Ray-Ban). However, their sponsored celebrity athletes have large active followers and the brand get’s over average engagement (comments and likes) for video posted to their athlete’s channels.

Insight – the growth in the fitness lifestyle category is an opportunity for Dragon to rebrand outside of their niche surf, snow, and motocross competition circles.

A New Audience Persona

“If Everyone is wearing the same thing then no one is presenting their true self” – Artistic Narcissist

Description – He’s never really fit the mold. He cares about his appearance but struggles to find fashion options that reflect his uniqueness.

Creative Brief

What they think today…
“I’m not like everyone else, so why do I have to look like I am?”

What they will think after this effort…
“Finally, eyewear that speaks to me and for me. ”

Big Idea
Frame of Mind

Required Elements
Digital Presence
Direct to Consumer Purchasing
Use of Celebrity Athletes
Clean Photography

Campaign Executions

Ecommerce – includes direct to consumer sales, online brand experience, and acts as a hub for social, video, and promotion.

Digital Advertising – recommend shifting 60% of ad spend to digital. Display banners will features celebrity athletes sharing what
makes them unique. Targeting will focus around surf, snow, and motocross regions and seasons. ROI will be measured beyond impression to track sales through ecommerce and ability to drive purchasing.

Pop Up Retail and Celebrity Exhibitions – A traveling dragon fashion runway show that uses indoor surfing locations allowing locals to mix with Dragon Alliance Celebrities to show off their “style”. Geared to give land locked locations access to the brand and it’s athletes.