Skunkfunk
Positioning: Celebrate Being You – People do Funk
The Skunkfunk fashion label started in 1996 with a simple T-shirt collection, growing into a diverse line in excess of 300 items. Nowadays, the team comprises a global network in more than 700 independent stores across Western Europe, Russia, Greece, Croatia, Australia and New Zealand.
Skunkfunk produce a range of ‘multi-funktional’ garments - for example clothes that are reversible and detachable. In essence, the clothes are adaptable to a number of different situations and environments and the designs inspire individuality and practicality.
The issue facing the Australian retail and distribution franchise was to succinctly convey this unique European brand to the Australian market.
A brand workshop defined the positioning for the brand that would form the theme for instore and street-press advertising. The positioning was based upon the following sentence: Skunkfunk offers multi-functional, global, eclectic style, enabling creative people to express their individuality’. The tag line ‘Celebrate Being You’ was added to the generic, existing tag line ‘people do funk’. Imagery was based upon actual individual consumers wearing skunkfunk in their own celebratory style.
