Win dENiZEN Vouchers @ McDonald's Monopoly Game

McDonald's Monopoly game is back in town! Collect the 3 Stubs and win dENiZEN vouchers!

dENiZEN on UniVantage!

Flash your SMU Matriculation Card when you purchase at any dENiZEN stores!

Privileges:
Enjoy 30% off regular-priced items PLUS receive $40 voucher
(consists of a $30 voucher off regular-price jeans and a $10 voucher off regular-priced top) for next purchase.

Hurry! Why hesitate? You can get high quality jeans from the professional jeans maker expertise from Levi's at an affordable price!

CBBE Pyramid

We created another CBBE Pyramid to illustrate the difference between the group's evaluation of the brand compared to the actual consumer's evaluation.

We realized that while dimensions such as Salience and Judgement were similar to our group's evaluation, we were surprised to discover that there has been very different results collected for Performance,Feelings, Imaginary and Resonance.

This result provides really useful and important insights which will lay the path towards our identification of the brand challenge.

Brand Asset Valuation

Description for the Power Grid

Given that Denizen is a new brand, it can be classified under the Indifference sector of the power grid, suggesting huge potential for Denizen to grow in the future.

Current marketing efforts have not explicitly stated the differentiating factor of Denizen (unlike what many popular brands bank on) vis-à-vis their competitors. However, consumers perception of the brand is still quite neutral and Denizen is still able to develop its brand further through consistent branding efforts. 

Positioning map after survey

From our survey, we gathered the brand perception of the above brands based on her price and quality. Denizen is perceived to be offering reasonable quality products at mid-range prices. Uniqlo, one of her closest competitors, has a better brand perception than Denizen. Uniqlo is recognized as having higher quality products at more affordable prices than Denizen. Both Esprit and Topshop are perceived to be on the higher end in terms of price and quality. On the other hand, Giordano is viewed to perform poorly in terms of her quality and price.

The 45 degree line (diagonal line in the graph above) represents an arbitrary line that follows the theory of price-quality inference. We can see that Uniqlo has higher value as compared to Denizen, thus implying that Uniqlo is perceived as more value-for-money than Denizen.

Our aim would then be to create a niche area for Denizen as we attempt to change her brand perception. 

Survey Results

Infographics content writeup

 This infographic highlights the key findings that we got from 65 respondents, consisting of 30 Males and 35 Females aged 18-28 which is the target group for Denizen.

Brand Awareness

Although 82% of our respondents are able to recognize Denizen as an apparel brand, only 12% are able to recall Denizen as a Jeans brand. This shows that Denizen does not have a top of the mind recall for majority of the target group.

Trial Rate

In the past six months, only 9% of our respondents purchased Denizen apparel.  This is despite of the strong marketing efforts carried out by Denizen during the past 6 months which includes the use of Jay Park, a famous Korean artist, as the brand endorser. Denizen does not seem to be part of the target group’s consideration set when purchasing apparel. This could largely be due to the intense competition in the Singapore retail landscape.

Brand Associations

For the remaining 18% of our respondents who do not know Denizen as an apparel brand, we showed them one of Denizen’s advertisments and asked them for their first impression of the brand. While the responses received varied, most of the associations still skewed towards the negative spectrum with comments such as “unappealing”, “low end” and “ordinary” surfacing.

Brand Logo

Our interview with Denizen’s marketing communications manager at Jay Gee (distributor of Denizen in Singapore) sheds some light on the meaning of the logo which was not explained on their webpage.

The logo symbolizes two hands coming together to form a brotherhood. The space in between the “hands” represents the opening of new opportunities for the aspiring youths.

Being a one year old brand, the brand logo was only launched not long ago and thus it comes as no surprise that 75% of our respondents are unable to recognize it as Denizen’s logo.

As such, Denizen has mostly been featured with the above than the logo, so as to gain more recognition and association with the Levis brand.

Interview Results

The following interview results were collected based on our in-dept interviews with 8 respondents aged 18-24.
Please click on image to view