deadstock ( ˈded - ˈstäk ) noun 1. shoes that were discovered as new old stock.
Men’s cologne has become bogged down with over dramatic commercials and similar scents. The industry has lost sight of what many men are looking for - unique scents that can help them stand out.
Coty has the chance to capitalize on this opportunity by finding a niche market to target with a scent that looks to be as trendsetting as its wearer.
Develop a concept for a new fragrance that will fall under the Coty brand.
The fragrance landscape is awash with look-alike alternatives. Coty is determined to develop a concept that stands apart and defines the leading edge of today's cultural revolution.
Celebrate the sneaker and streetwear community
Buy up limited stock of rare sneakers from the resell market
Stage secret giveaway locations in 3 major cities
Leak the giveaway locations throughout the sneakerhead community by utilizing websites like Hypebeast and Complex
Give bottles of our first limited run of deadstock cologne with every box of sneakers
Hit them where they are
ScentWave fragrance delivery system stationed outside of:
New sneaker releases
deadstock posters throughout cities
Implement a 5 year plan to build collectability within the streetwear culture
Work for collaborations with Supreme, Nike, Air Jordan
Release in limited quantities to garner increased value on the resell market
Position deadstock cologne in stores that Coty does not currently have products in, ie. Supreme, Palace, Flight Club
Limited releases across the US
Kith - New York City, NY
Supreme - New York City, NY & Los Angeles, CA
A Ma Maniere - Atlanta, GA
Alchemist - Miami, FL
Flight Club - New York City, NY
RSVP Gallery - Chicago, IL
Concepts - Cambridge, MA
Union L.A. - Los Angeles, CA
Xhibition - Cleveland, OH
Walter’s - Atlanta, GA
Ubiq - Philadelphia, PA
What I contributed:
Qualitative research - interviews
Qualitative research - Simmons analysis, secondary research analysis
Product innovation - naming, scent profiles
Marketing execution - tactics, distribution
General enthusiasm to help boost team morale