Pentland Group Marketing & VM - JD Sports
- Tanya Richards
- May 9, 2023
- 3 min read
Strategy Marketing & Visual Merchandising Proposal
Executive Summary
A marketing and visual merchandising proposal written for street-side brick and mortar retail JD Sports stores (so not inside shopping outlets/centers) based on selected demographic information of where it is best suited to be executed.
It also leads to the delivery of an event where we ask prospective customers and returning customers to join in on the entertainment.
No alcohol served but potentially, outside the entrance to the store, is a polaroid photo booth alongside your classic attraction food/mocktail stall also selling burgers, nibbles and fries.
Client Name: JD Sports
Client Challenge
How do we capitalise on the JD Sports brand in the UK and keep it relevant in today’s society, post Covid?
Proposal Aim
To boost sales in participating stores by creating a new marketing strategy that enables JD Sports to communicate and sell the idea of JD Sports being ‘street-smart’ and ‘conscious’.
Objectives
To associate JD Sports with being ‘Liberated’ (heard) and respected for the former, in today’s loud social media world.
To stimulate conversation virally amongst customers/ visitors.
To communicate how being ‘conscious’ is a lifestyle. Like being ‘hood’.
Goals
To allow JD Sports to become a social influencer and a go-to place for all things music/fashion and ‘street’ related.
Campaign Rationale
Africans gave birth to music as we know it today which has influenced a multitude of genres including; blue, reggae, hip-hop, rap & grime.
Today, The New Business Paradigm is ‘Hip Hop’.
It’s about ‘keeping it real!’.
That saying means “be in touch with your reality”.
It means “be conscious”.
What does ‘Conscious’ actually mean though?
The word ‘conscious’ originates from the word ‘conscius’ = ‘knowing, aware’ later too ‘conscire’ = ‘mutually aware’.
So ‘conscious’ = To know yourself & others
Now let’s introduce the notion of ‘Conscious Hip-Hop’ and Grime.
This marketing & Visual Merchandising strategy enables JD Sports to speak the conscious language of where our customers are at and what they have been through!
We want to share their stories and provide a platform for them to be able to consciously communicate themselves!
The soul behind Conscious Hip Hop, was originally born from hardship of slavery.
It became about self expression, it was about the art form - which is where fashion comes into the picture.
Discover - Secondary References
JD Business
Conscious Hip-Hop/Rap
Define - Breaking down the Challenge
Fashion is a form of self expression and is intrinsically linked to music: in this case, Hip Hop / Rap & Grime.
It's also about authenticity and ‘keeping it real’ and customers are now demanding more corporate ownership transparency.
Bringing true insights of what Conscious Hip Hop is and what it means to the everyday wearer of athleisure and sportswear from JDSports, is a statement saying “we are to be trusted and we speak your language”.
This brand and marketing strategy provides customers with a sense of empathy and celebration for overcoming life’s adversity post Covid.
The Solution
The BIG Idea : “Uprising”
Develop
We provide an on-going series of live entertainment, ‘from the people to the people’ in-store in the following formats;
Standup rap
Standup poetry
Standup comedy
How do we make it impactful?
Use local ‘slag’ terminology
Keep it stylish ‘on-point’, always
The desire to make a positive change in the world
To allow our customers to have the ability to be heard
How do we handle controversy?
No use of bad language (curse words)
Never assume
Deliver
At the entrance of designated JD Sports Stores, there’s a call-to-action POS stand, alongside a window display, inviting customers to join in on the fun themselves, or recommend someone to participate in one of the standup shows, which will be hosted on the streets outside the selected brick-n’-mortar stores.
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