Spec Video: One Jacket for Every Memory

Brief:

Company Background

Henri Lloyd has the chance to become the next iconic heritage brand, greatly increasing their sales and cultural cache through social media. 

They can leverage relative affordability of their products and the take advantage of the prestige their sailing heritage creates.

Few things signal wealth more than loving sailing.

Opportunity

Growth through Re-contextualization

In recent years, heritage brands have seen significant growth by leveraging trend-defining UGC (1) and repositioning how they are viewed by the public.

If a relatively unknown heritage brand is able to capitalize on social media based conversions, they have the opportunity to see significant growth from enthusiastic, culture-driving consumers.   

Case Studies

Stanley grew its revenue by nearly $680 million with the entrance, and subsequent explosion in popularity of the Stanley Quencher fueled by a concerted UGC/influencer marketing campaign (2). Though re-contextualization, Stanley was able to take a water bottle aimed at fisherman and make it into the jewel in the suburban teenager’s eye.

Canada Goose has accomplished a 40% increase in sales since 2020 (3) by capitalizing on growth in China, social media content through brand ambassadors, and a network of curated retail experiences (4). Canada Goose was able to effectively take their existing reputation as the best winter jacket money can buy, and expose it to the masses.  

Design:

Cool, nostalgic, and adventurous.

This campaign seeks to position Henri Lloyd as a name synonymous with adventure—those on the water and those off. They are unfortunately, clearly a technical gear brand, rather than lifestyle. As consumers are increasingly curating their “aesthetics” (e.g. prep, Y2K, dark academia, etc.) through their purchases, Henri Lloyd has the opportunity to make consumers feel like they are taking part of a greater tradition.  

Music:

I chose to go with the Miles Davis ballad, It Never Entered My Mind. The song, in my eyes, encapsulates an emotional complexity the viewer should feel when thinking about brand. Through life’s ups and downs, your Henri Lloyd is there to keep you prepared.

Sources


(1). Zhang, Y., Liu, C., & Lang, C. (2024). How luxury fashion brands leverage TikTok to captivate young consumers: An exploratory investigation using video analytics. Journal of Marketing Analytics, 12(2), 123-136.https://doi.org/10.1057/s41270-023-00276-w

(2). Stanley’s $750 Million Business
Larkin, M. (2023, December 23). How a 40-ounce cup turned Stanley into a $750 million-a-year business. CNBC.
https://www.cnbc.com/2023/12/23/how-a-40-ounce-cup-turned-stanley-into-a-750-million-a-year-business.html

(3). MarketWatch - Income Statement for Canada Goose
MarketWatch. (2024, December 2). Canada Goose Holdings Inc. (GOOS) income statement. MarketWatch.
https://www.marketwatch.com/investing/stock/goos/financials/income

(4). Canada Goose Announces Strategy for Long-Term Growth in Greater China
Business Wire. (2018, May 31). Canada Goose announces strategy for long-term growth in Greater China. Business Wire.
https://www.businesswire.com/news/home/20180531005213/en/Canada-Goose-Announces-Strategy-for-Long-Term-Growth-in-Greater-China