Client question: How can johnnie-O best raise awareness for their women’s clothing line launch while keeping in mind both new and existing customers?

As the primary client contact for my final capstone project, I took on the responsibility of keeping our client informed and engaged throughout the process. I focused on asking insightful questions to ensure we gathered the necessary information for a successful campaign.

About johnnie-O’s new female audience:

This audience was already a customer…just not a consumer (yet)

40% of their current customers are women shopping for men's and boys' clothing. This means their target demographic most likely knows of the brand’s high-quality material and craftsmanship.

The target age range is 35-54 and 55-65

While the brand had originally thought their target age group was only 35-54, we found in our research that they’re missing out on a crucial age group: 55-65. These women also lead relatively active lifestyles and have the financial means to afford the johnnie-O price points.

Key lifestyle characteristics

  • Mother

  • Enjoys activities such as golf, yoga, and pickleball

  • Socially conscious and civically active

  • Values family time

  • Balances family, work and leisure

  • Stylish

What this audience is looking for & their key challenges

  • Classic over trendy

  • Quality is key

  • Multipurpose pieces

  • Lasting styles

  • Hectic lifestyle

  • Finding those catch-all pieces

presenting…

Swing into Style with johnnie-O 

Seamlessly blending johnnie-O's renowned men's fashion legacy with their bold venture into women's wear.

Campaign Elements

    • Leveraging Authenticity: Transition from paid promotions to a model where influencers receive free products, allowing them to create genuine content that aligns with their personal brand and resonates with their audience.

    • Inclusive Influencer Strategy: Target a diverse age range (35-65) by engaging influencers of all ages, maximizing outreach and brand connection.

    • Exclusive Perks for Influencers: Provide influencers with unique incentives, such as early access to product launches, special events, and discount codes, fostering a strong community around the johnnie-O brand.

    • Increased Exposure: Partnering with the Keli Wagner Lady Angler (KWLA) Tournament, the pop-up shop will showcase exclusive KWLA x johnnie-O merchandise, amplifying brand visibility among fishing enthusiasts and active lifestyle advocates.

    • Tangible Experience: Create an engaging environment with interactive elements like the "Women Who Catch" digital photo wall, allowing attendees to celebrate their tournament successes while connecting with the johnnie-O brand.

    • Boosting Online Sales: Leverage the excitement of the pop-up by driving attendees to explore johnnie-O's women’s line and promoting online shopping through exclusive event discounts and social media teasers.

    • Increased Exposure: Partnering with Tangerine Pickleball to create a unique line of three bags featuring fabric from both johnnie-O's new women’s and men’s collections, tapping into the growing pickleball community.

    • Access to New Audiences: This collaboration opens doors to complimentary yet distinct audiences, enhancing brand visibility across fashion, lifestyle, and sports enthusiasts through targeted outreach to local, regional, and digital publications.

    • Innovative Cross-Promotion: Gifting products to key influencers and pitching to fashion and lifestyle outlets will drive social media engagement, establishing a strong brand presence and fostering undeniable chemistry between johnnie-O and Tangerine Pickleball.

    • Align Brand Characteristics: The tournament embodies johnnie-O's spirited lifestyle, enhancing brand visibility while engaging a dynamic audience.

    • Target Audience Growth: Attract new fans by providing an engaging environment for socializing with the brand and showcasing exclusive Tangerine x johnnie-O pickleball products.

    • A Socializing Experience: The event will include a diverse selection of local food trucks, curated through Best Food Trucks, alongside beverage partnerships with Topo Chico and Michelob Ultra to elevate the event atmosphere and boost social media engagement.

See the full campaign here: