FWD#INMYMOMENTUM/2022
Art Director
Lia Tunstall
Brianna Visconti
Anna Fan
Julia Bahar
FWD. Live in the momentum.
Brand positioning
For the “active nomad,” FWD is the active lifestyle brand that will provide smartly designed, considered, versatile products so they can seamlessly transition between their home, work and active lives.
Moving forward FWD would benefit most from positioning itself as high practicality & mid-low price point.
STRENGTHS
Smartly designed and considered products
Young & Modern
Flexible & Versatile
Wide product range
WEAKNESSES
Relatively Unknown
No transactional online store
Underdeveloped bricks & mortar presence
OPPORTUNITIES
Appeal to the environmentally conscious
Offers products for both men/women
Showcase inclusivity
THREATS
Competing Athleisure Brands
Growing sector
The “active nomad”.
All genders.
Environmentally conscious.
Struggles with work-related stress.
Looking for a balance between life, work and play.
Typically millennial, younger Gen-X & older Gen-Z.
Consumer with aspirational health & wellness driven mindset.
All shapes, sizes, backgrounds.
#INMYMOMENTUM
Not one active nomad is the same, every one is unique.
The active nomad looks like you.
Living a healthy lifestyle means setting yourself up for success; FWD’s products make that possible.
How do you move with momentum?
The ask
Create a seamless front end (consumer facing) omnichannel consumer experience that bridges the B&M, ecom and social channels without the need to integrate the backend or have an independent FWD brand B&M presence.
Key Challenge 1: Disconnected sales and marketing channels that hamper the omnichannel UX
Key Challenge 2: Inability to create a “branded” shopping experience due to a combination of key challenge 1, lack of transactional website and no current independent B&M presence
Objective 1
Make our consumers feel like they are shopping directly with the brand regardless of where they encounter the brand.
Objective 2
Create a single differentiated branded virtual experience.
What?
Encourage the active nomad to share and take pride in their health and wellness journey. In return, FWD’s community expands and welcomes individuality and varying ways of living in the momentum.
How?
Utilize not only the average active nomad, but their health and wellness role models as well, in order to motivate, inspire, and show appreciation to the spectrum of what healthy living looks like today.
Marketing?
Socials, In-store, PR pop-up truck, Web, Digital OOH, YouTube
Socials media
Instagram + Tiktok posts. Increase engagement and build community
TikTok
Be more engaging and active on FWD’s social media platforms (Instagram and Tik Tok) by doing polls, live chats, posting more frequently, replying to comments and commenting on other accounts.
In-Store
Create a distinct area for FWD by utilizing warm spotlights, temporary walls, decals, branded signage and colours
Create spots with the help of virtual production in order to reduce costs and reuse the landscapes
POP-UP PR Truck
Provide dynamic screens to enhance user experience and engagement
Pop-up truck design with FWD logo and hashtag across Canada
Website
Sportchek + FWD website landing page revamp
Sportchek website only shows FWD’s line, once a user clicks on a product, they are taken to FWD website to purchase
Other Goodies
Merch + fun free goodies handed out at PR events + In-store.
Key Performance Indicators (KPI)
Website Visits
Social Media Engagement Rates
Brand Awareness
Returning Visitors
In-Store Sales Growth
