The Victors Collection
by The M Den
How does the official retailer of The University of Michigan Athletics successfully introduce an exclusive line of designer brands and fashions to supplement its enormously popular team sportswear and other items? The M Den brought that question to us, and we enthusiastically took on the challenge.
Our Game Plan
Our strategy was to establish The Victors Collection as the source for designer brand fashions, and position it as a sub brand of The M Den. To reach our target audience – University of Michigan fans and alumni who desire business casual and designer brands – we created print and digital advertising that conveyed an image of style and discerning taste.
Calling the Plays
Implementing our brand strategy included a sophisticated look and feel, with a strong and distinctive visual identity that still shared a hint of The M Den. Consistency was essential across the website, advertising, event promotions and digital marketing. Among the top priorities was highly polished fashion photography that is consistent with the brand image and product offering. Everything from lighting and styling, to talent and props, had to be “just right.” Careful planning and meticulous art direction pulled it all together.