SALES AND MARKETING
Siim clothing will be further distinguished by the marketing strategy. In the manner of Ralph Lauren, whose clothing has come to embody and symbolize the ease and manner of pastoral America, the ambition of Siim is to embody and symbolize the exotic charm, the adventure and romance, and the decadent lassitude of the Colonial Caribbean.
To this end the marketing strategy will focus on creating visual, implied and actual links to the most attractive and exclusive parts of Jamaica and the Caribbean – drawing on the vast web of colonial intrigues and myths which are the structure beneath the Caribbean’s colourful history, and making these things part of the mystique of the clothing.
Siim clothing will come to embody all that the Caribbean, and Jamaica in particular stands for as a home to a culturally and racially diverse people, as an exotic destination, and as an integral part of the history of civilization in the Western hemisphere.
Our publicity campaign will therefore be built around the innate Caribbean-ness of the clothes - an environmental consideration.
Jamaica has had a less than perfect reputation in international press in the last three decades, however, in defense of things Jamaican, an essential part of the launch of the line will require the reintroduction of the Colonial significance of Jamaica in global culture. Jamaica has had a uniquely cosmopolitan history, and has always exuded a certain decadent and rakish charm, which has drawn all manner of people to its shores. This is the Jamaica we wish to promote.
The website will be our primary tool in attracting a particular sort of educated and discriminating consumer. There will be a balance between the clothing and the lifestyle interests of this target market - specifically travel and culture at a higher level. It is assumed that many potential customers have vacation homes in the tropics, yachts etc., and travel very extensively to exotic international locations (or if they do not yet, they wish to). So, the site will appeal to these personalities, being simultaneously minimal and lush.
We will be working with our web designer to figure out how to imply the adventure and romance of the old colonial, while appealing to the new moderns with an advanced level of global awareness and a clean geometric structure. (This is a clear description of the attitude of the clothing as well as a description of the site and its content.)
All graphic design originates from Siim and is carefully set up to balance the Siim product with its Jamaican origins. The Catalogue and Hang-tags feature information on local fauna which will be expanded to include other aspects of Jamaica, including endemic flora, significant geographic, cultural and historical information. Our entire package is geared towards elevating the customer’s awareness of the product’s uniqueness and its origin.
All photography is handled in house by a team of two photographers (Marlon James and Stefan Clarke), both educated at the Edna Manley College for the Visual and Performing Arts. Our photographic style is still being developed, but the trend is towards a more artistic portrayal of the clothing and its environment with less emphasis on the model.
Our goal is to inspire the viewer to put themselves into the clothing without having to “get over” the model.
