. . . announces its brand awareness campaign for Guy Guy Laroche
& defines its marketing strategies
. . . designed to attract a younger audience
After having organized a highly successful male model search contest for two years in a row, Guy Laroche, the renowned men’s apparel line from France, is looking forward to growth opportunities with a new customer target group. Today, one of the world’s most well-recognized brands is announcing its sponsorship for the 3rd Annual U-Guy Male Model Search Contest. The winner of this year’s contest will be named as the new spokesman for Guy Guy Laroche, a trendy fashion label for young executives under the Guy Laroche trademark. He will also be given a chance to work as a top male model in the Thai fashion industry.
The U-Guy Male Model Search project is an innovative approach to marketing which Guy Laroche initiated two years ago as a trail project. Designed to find the ideal male model to act as the brand spokesman for the Guy Guy Laroche, this social, marketing campaign will also introduce the brand to a younger generation of customers: university students, who are about to graduate and enter the work force.
The contest is open to all university level students from across the nation that are between 18 and 25 years of age and possesses a trendy look and fashionable style. The primary selection process begins at the regional level starting in September. With the support of Teerak Studio and Major Cineplex, five separate contests will be held in major cities throughout Thailand. These regional contests will result in the selection of the best representatives from across the country who will participate in the final round of the competition which is scheduled to be held in Bangkok in January 2013 at Central Plaza Phra Ram 9. The winner will receive a cash award and other fabulous prizes worth more than Bht. 800,000.00, including an opportunity to be featured in a fashion spread in major fashion magazines.
To promote participation by the general public and increase awareness of this unique competition, a Popular Vote Campaign which runs the entire month of December is being introduced through one of the event’s major sponsors, www.metro-society.com. The 12 finalists who receive the highest vote will be declared as the winner in the Popular Vote category and receive a cash award and other prizes valued at Bht. 20,000.00. The score from the Popular Vote will also count as 10% of each contestant’s total score. Participating voters will not only have fun voting for their ideal model candidate, they will have a chance of winning wonderful prizes, including a gift voucher valued at Bht. 2,000.00 from Guy Guy Laroche.
Khun Kityaporn Chaithavornsathien, Vice-President for the Company’s Division D of I.C.C. International Public Company Limited, recently described Guy Laroche’s overall marketing strategy: ‘in the coming years, we expect to see growth and general development of the brand as a whole. For starters, in May the first Guy Laroche flagship store in Thailand will open at the Mega Bangna, the largest shopping mall in Southeast Asia.’
With regard to the strategic marketing plans for 2013, Khun Suchart Layluxsiri, Deputy Vice-President of Division D for Guy Laroche & Daks, believes that the company ‘will focus its attention on a wide range of product development challenges, from creating a specific product line for a niche market to building a marketing campaign that will both generate revenue and enhance brand awareness. Recognizing the importance of this ‘young’ marketing segment, the U-Guy Male Model Search Contest by Guy Guy Laroche will be held for third consecutive year. The contest not only serves as a stepping stone for a lucky young man to become a brand spokesman for Guy Guy Laroche, but it will also allow him to begin a career in the fashion industry. The brand is also exploring the possibility of extending the U-Guy Contest to neighboring countries and is in discussions that could lead to forming an alliance that extends beyond Thailand.’
To increase brand awareness and heighten interest in the contest, two marketing campaigns will be developed following the announcement of this year’s winner:
- The U-Guy Collection Campaign. The collection will be created to offer a fresh new look that clearly differentiates Guy Guy Laroche from other brands. It will also help introduce this trendy brand to a young generation of customers through the new brand spokesman.
- ‘The First Jobber’ campaign. Introduced at universities across the nation, this campaign, under the slogan ‘How to dress for success as a first jobber?’, will educate and provide fashion advice and confidence building to students who are about to enter the work force for the first time.
To strengthen its brand image, Guy Laroche recognizes the importance of developing and creating meaningful cooperation through alliances. The brand believes by doing so, it will continue to increase brand awareness and grow its customer base in the future.