After a quick break to rest and rejuvenate, we then moved onto ‘The Apprentice Challenge’, so called as we sculpted this activity on the well known BBC Programme by the same name. The 10 Saint John Payne students were split into three teams and all assigned to design a clothing brand for the 16-25 niche. The NV team didn’t want to refine the categories any more, as we wanted the students to think about appropriate market segmentations for their demographic.
Each team was given around 1.5 hours in total to develop their initial concept, branding, market segmentation, marketing channels and even a couple of sample product ideas and a social media advert concept - all day to day responsibilities at our Essex marketing agency.
Team 1 came up with a handy fold-away clothing brand called hold & wear, conveniently designed to be portable yet fashionable - ideal for the active young person attending festivals or exploring the outdoors this summer.
Team 2 designed a cool brand focussed on mountain biking, aiming to tap into the 53% of teenagers that have access to a bike in the UK. The USPs included breathable yet trendy designs, designed to be both functional and fashionable.
Team three coined that there was no specific brand or market leader for smart-casual sixth form wear. Often students resort to visiting high-street brands such as Primark or M&S, and these students realised a good angle would be to make a brand specifically designed to help sixth-formers express themselves and their individuality whilst still being smart and compliant with relevant school clothing regulations.