Shenshi

C L O T H I N G A P PA R E L

Comping images source from corbisimages.com

Brand Summary
Shenshi is a popular Chinese men’s clothing
retailer with over 300 stores (117 owned and
operated stores and 194 franchised stores)
located in eastern China, with headquarters in
Fujian Province. It was started by entrepreneur
Qingqing Wang (English name “Michael”) in
2004 and has grown rapidly. The word “Shenshi”
translates to “gentleman.” While Shenshi has
flagship stores in some of the major, “tier 1”
cities where the competition is intense and the
fashion culture is strong, the majority of stores
are located in smaller “tier 3” and “tier 4” cities.

Shenshi practices “fast fashion,” which was

pioneered by international chains such as Zara
and H&M. Shenshi designers observe the latest
fashion trends and create their own versions
of those designs. Their designs are not exact
copies of other brands, but have a similar look
and style as the leading fashion houses.

Comping images source from corbisimages.com

Location & Persona
Country: Philippines

Persona:
Miguel, a 23 year old male from Metro Manila, is working as a
professional call center agent. He is single, somewhat extrovert,
and stays mostly out nightly partying.

He is categorized as a middle income consumer, earning

more than the minimum wage salary. Since he is exposed in
corporate world, he is very conscious about what he wear in
day to day basis. He wears clothing which is neat, corporate,
and fashionably comfortable.

Pedro usually prefers middle range price clothing which is not

cheap looking but rather quality and affordable trendy dress.

Explanation of the persona:

Miguel is a typical middle income young adult who believes
that giving himself a reward in every penny he earned needed
to be spend wisely. He believes you can make a fashion
statement even if you will not pay a huge amount of money.
Furthermore, he also believe that you don’t need to buy
signature clothing to be trendy in your lifestyle.

Comping images source from corbisimages.com

Content for Shenshi
Inspiration Experience:
The key indicator of being successful at your work depends
how hard you will sacrifice yourself and how far you work for
it, but having an achievement in life needs a lot of motivations
and determinations.

Identity Experience:
Most successful corporate people have one thing is common,
they wear something to be noticed or they have a trademark.
Being neat, smart, presentable and well groom plays a big
factor in achieving your goal in the corporate world.

Utilitarian Experience:
Keep always in your mind that being successful is not an
overnight task. It is a never ending learning and intelligent
decisions to be made not only in talking but most importantly
in doing it. To add an edge to your style try working a modern
and modern statement. Most importantly, wear what makes
you happy and leave the house confident and ready to take on
the world!

Comping images source from corbisimages.com

Relevance to the
Shenshi brand
Theme: What is the purpose/lesson of your content?
The main objective is to expose the Shenshi brand/product to the ABC consumers who want
an affordable and high quality clothing line. In order to get more market share, Shenshi
brand will not be limited to office working people but also to those who wants casual and
comfortable yet affordable clothing.

Brand relevance: How will this content help the Shenshi brand to succeed in your country?
In order to succeed in the Philippine apparel industry Shensi Clothing must:
• Carry an assortment of sizes to fit the more ample frames of their Asian target
customer base.
• Provide customers with top notch personalized customer service in an
atmosphere of asian hospitality.
• Advertise and promote in areas that our target customer base will learn about oustore.
• Continuously review our inventory and sales and adjust our inventory levels accordingly.

Expansion of mono-brand distribution elevates brand experience

• Push the customer experience to the next level of retail innovation
• Ideal platform to showcase all Shensi brands under one roof
• Capturing full brand potential through expansion into ‘white spaces’ globally
• Continued rollout in high potential markets
• Constant evolution of brand experience

Comping images source from corbisimages.com

Tone and Voice
The way we communicate is a key part of Shenshi’s personality – and
helps to build our brand. Our ‘voice’ is an important tool for helping
people understand who we are and what we do. It helps them to trust
us, encourages them to use us, and inspires them to get involved in
our brand

Our style is simple. We talk clearly, and fashionably. We say how things
really are – but always offer ways to help our customers in their fashion
issues. We talk as a friend would, with warmth and encouragement.
We’re also passionate and when we need to speak out – to get attention
– we must be loud through our campaign headlines.

That’s why we created our first campaign called “Always in good

form with Shenshi clothing.” Which emphasizes the guarantee to
every consumers of being in “good form” while wearing the Shenshi
clothing.

Comping images source from corbisimages.com

Platform and Design
Shenshi Clothing will follow an aggressive yet creative Full and Self-Service
advertising and promotional plan. “What’s New” Bulletin. Behind the cash wrap area there
The media plan for the Shenshi brand will be deliver in will be a bulletin board that is frequently updated and
print, radio, digital and online. Shenshi Clothing will use that lists and displays the following details:
a targeted advertising and sales program to generate • Featured Designer - This will show a profile of one of
publicity and build a customer base. the designers
• 2,500 full-color postcard flyers with a 10% coupon will • How to Wear - This will show how to wear a particular
be distributed throughout the capital city Metro Manila item for work, weekend and going out
area two weeks prior to the grand opening event.
• Coming Soon - This will feature items coming into the
This will allow us to focus directly on our target customer boutique soon
while still being conservative with our advertising
• Services - This will list all the additional style services
resources.
that Shenshi offers
• A press release kit will be sent to all major media
• Shenshi Clothing Tags. - Each clothing tag will have
outlets Metro Manila highlighting the grand opening
the corresponding Style
of the first Shenshi brand wear apparel retailer in the
city. This kit will include a press release, pictures of the • Personality numbers listed to help customers
interior space, color postcard/flyer, and a business card. determine which pieces are best for them.
• Spot radio advertisements on national FM radio • Shenshi Style Advisors - will be available to assist
stations customers with their Style Assessments, wardrobe
• A direct mail program that will further focus on and planning, special orders and personal shopping. If a
target the top 50% customer base with special in- customer is pressed for time, he simply calls Shenshi to
house sales and promotions. set up an appointment and there will be someone there
to greet and assist him.
• 5,000 business cards with a Shenshi Frequent Shopper
Card on the reverse side entitling the customer to a
15% discount on the 3rd purchase after two purchases.

Comping images source from corbisimages.com

Brand Solution:
Shenshin intended to be a affordable luxury clothing brand targeting
the mid-scale market, we wanted to create an icon that would exude
high class and eliteness for less. In today’s clothing and fashion market,
perception, image and branding is the only thing that gives a company
the edge and get ahead of the competition. When one single garment
factory in China or Bangladesh is supplying clothing to several different
fashion brands, the only reason we are paying twice or thrice the price
for one brand as opposed to the other is purely the result of branding
and building perception.
accommodate the print and web advertising, we implemented a social
media campaign across Facebook, YouTube, Pinterest and Twitter to
engage and connect with brand fans.
• Shenshi brand will hire famous and successful figures in corporate world
to enhance the shop’s popularity.
• Shenshi brand will provide free e-paper and send e-paper to every VIP
member, and this can also link to our online website.

Design Direction & Brand Advertising • Shenshi brand will start to promote clothes through some famous
magazines in Metro Manila.
We really wanted to take a different approach to our design direction
and brand advertising. After doing some in-depth research including
competitive analysis we decided to approach our advertising in a way
that portrays the customers in a lifestyle.

This approach allowed us to really differentiate ourselves and target

consumers emotionally. Our first campaign was centered around the
lifestyle of corporate sophistication and what confidence means to
them. Using a strong lock-up and beautiful photography, we put these
young sophisticated corporate middle class style models up front and
center in a way that is relatable and engaging.

To help introduce the high quality side of the brand,

we knew we needed to create some buzz so we launched,
“Always in good form with Shenshi clothing.”
which is a statement about the impact that the form brand is going to
have on the industry and its competitor. The campaign worked and to

Comping images source from corbisimages.com

Always in good form with Shenshi clothing print campaign

ALWAYS ALWAYS
IN GOOD
IN GOOD FORM
FORM
SHENSHI
C L O T H I N G

ALWAYS
IN GOOD
FORM

SHENSHI SHENSHI
C L O T H I N G C L O T H I N G

Comping images source from corbisimages.com

Website Design
SHENSHI
C L O T H I N G
With a big push to promote the fashion and the
personalities, we needed to make sure we had a
platform and “brand hub” where consumers could
learn more and interact with their favorite Shenshi

ALWAYS
fashion advisors.

IN GOOD
The site was built around being “heavily social”
and provides in-depth information about the

FORM
style trends, upcoming events and the latest
happenings.

A Months worth of KILLER COMBOS

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Social Media exposure

Social Media also plays a key role in the exposure of

the brand. Many consumers also use social media
to engage with brands on a customer service level,
on the other hand it is the best way for marketers
trying to build their brands and connect with their
SHENSHI
C L O T H I N G
audience more directly.

Facebook and Pinterest are just some of the

platforms designed for personal communication,
a place where people stay connected with their
networks of friends.

ALWAYS
IN GOOD
FORM
SHENSHI
C L O T H I N G
With a big push to promote the fashion and the
personalities, we needed to make sure we had
a platform and “brand hub” where consumers
could learn more and interact with their favorite
Shenshi fashion advisors.

Comping images source from corbisimages.com