2. Fashion For Your Career. Chika Arita Fuka Matsuo Ai Nishimuta Yumi Sakayama

3. Lunch time @ office

4. ＝ Fashion For Your Career. × Career

5. CONTENTS RRRResearch findings OOOOur Target SSSStrategy TTTTraditional Advertising and Promotions SSSSocial Media Activities

6. Research 40’s B-Three= Pants for women in their 40’s Which age group do buy B-Three?

7. 17:30-21:00@Station Wearing pants 504 Working women 942

8. Intervie w

9. Target Working women aged between 25 and 35 (The Ministry of Health, Labor and Welfare, 2008)

10. Yes No Are clothes important to do good work? (asahi.com, 2011) In early 20s, they do not know what to wear for work. (e-woman,2010) Offer products for these working women. Our mission

11. Strate gy Fashion For Your Career. -B-B-three pants are suitable for career -B-B-three pants are also for aged 25-35 TTools Traditional - In-train advertisement - Pillar Promotion - Mirror Promotion Social Media Activities -Twitter -HP (Business Pants look contest & Ideal role morel campaign)

12. CCampaign Schedule JunFe b MarAprMayJunJulAugSeptOctNovDec traditional In-train ad Pillar Pro Mirror Pro Social Media Twitter Pants look Contest Ideal role model campaign

13. How do we use traditional advertisement? ・ compare working clothes →let targets notice their potential worries “what to wear for working?” ・ Imprinting new image →B-Three is a brand for 25-35-age working women Purpose ・ Train & Station Where?

14. In-train advertisements Working women who commute by train (net asia inc, 2007)

15. ・ Do you usually watch in-train advertisements? Yes No (East Japan Conference of Traffic Advertisement, 2011)

16. ・ Have in-train advertisements influenced your mind when shopping? Yes No →In-train advertisements are effective for our targets (East Japan Conference of Traffic Advertisement, 2011)

17. In-train ad. Example (1)

18. In-train ad. Example (2)

19. In-train ad. Example (3)

20. In-train ad. Example (4)

21. Genuine a piece of B-Three cloth →able to touch and feel Give targets an image “B-three is a fashion brand for workers”

22. Targets can compare wore their cloths and a model →let them notice unrealized worries “What should I wear for working?” “Is my clothes suitable for working place?” “What is so called office casual?” Focus on well used station Station near from ・ office streets ・ bed town

23. Why & how do we use ? WHY? ・ Dentsu (2011) age 20-29 71.6 % age 30-39 70.9 % of women use Twitter everyday! HOW? *Focus on interacting with customers - fashion advices ( B-three’s Pro fitters answer) - introduce model styles (today’s outfits of Pro fitters etc…) age 25-35 59.8 % believe information on the Internet to make our target know about B-three to give them new image toward B-three Purpose

24. Model of promotion

26. Provide example coordinate ・ Reply impression of the coordinate ・ Introduce favorite coordinate Interaction!!

27. Promotions on Web site ・ Online Fashion Contest ・ Find an ideal role model campaign

28. Presented by… Create a new image →B-three is suitable for business fashion

29. Contribute your best outfit with B-three pants ! Click! Vote to the one you like the best! In each season, 3 best dressers will be given B-three pants!

30. Skill of jobs ・ have no strong or specialized field ・ have no confident, anxious about their skills ・ low ability to teach and guide subordinates Mental problems with jobs ・ not sure whether they can keep working ・ hastiness or jealousy toward juniors ・ high pressure ・ fed up with routines Jobs ＋ lifestyle ・ no good role model ・ have no purpose ＊ Nikkei Woman Online （ 11 ／ 16, 2009 ） ・ Gather episodes of respected female boss →female workers can find ideal role models

31. ＊ Nikkei Woman Online （ 11 ／ 16, 2009 ） Q: Who to consult with problems about jobs A: Mother 28.8% Friends 26.6% Boy friend 17.0% Co-workers 8.6% No good role models ＊ Nikkei Newspaper (6/24, 2010) There is no ideal person at working place →72.6% Create a place where female workers can find ideal role models Let them know about B-three

32. Give us some episodes of respecting female boss at your work place! Write! When I didn’t have confident with my job, my chief told me that she likes my plan so I’d better to propose it to our team, and that even if our top didn’t like my plan, she would assist me. When I hard that I couldn’t help from crying.| My boss is working as manager of marketing section, but she also has two children. She enjoy working week days, and spending time with her family on weekends. I really want to be like her!! 21:43 3, Dec posted by Alice When I mistook on the job, my boss asked me why I mistook instead of sco… I really wanna be like her!! 22:06 3, Dec posted by Ellen - - - - - - - - - - - - - - - - - - - - - - - - - I want to know how she manages to work and keep house at the same time. 23:55 3, Dec posted by Mily

33. Linking with Twitter

34. Summary Purpose: Increase B-Three’s sales to women between the ages of 25-35 Core target: Working women Problem under status quo : an image that B-three is for elder people. Advertising& promotion : to let them know B3 / to change their image toward B3 Tools: -Traditional : In-train ad, Pillar ad, Mirror ad and shopping bags -Social Media: Twitter, HP(Business pants look contest & Ideal role model Campaign) Possible results: - will get new image of B-Three - will interact with each other via B-Three ⇒ increase customers aged between 25-35

35. Fashion For Your Career With Thank you for listening