RAY CAMPAIGN

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RAY CAMPAIGN

• Ray will promote the smart cool look as the new
  garb for the mature progressive male .It is the
  platform for this guy to show the world that they
  are prepared 4 life and respect themselves. We
  will promote traditional timeless clothing with a
  cultural and urban twist, thus elevating the new
  age prep movement.

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RAY CAMPAIGN

• RAY is truly a new movement that is rooted in the
  new American dream that truly embraces all
  people. Ray is a campaign that will bring back
  the respect that America had for how they looked.
  Dressing for success is important because
  dressing is a powerful identifier of character
  and gives up a first impression. Parents,
  students concerned citizens, academic
  institutions, churches, fashion houses and
  corporate sponsors are passionate about educating
  Americas youth about why showing their underwear
  and having their pants hanging below their knees
  sends the wrong message and inhibits success in
  the real world. These people understand the
  influence and culture of videos, alcohol, sex and
  the good life-The life that can be achieved if
  you are

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Ray campaign

• RAY (Redressing Americas Youth) will empoy what
  we call the multicultural sweetspot techniques
  and use key influencers and trendsetters ( the
  urban market which is Black and White) to launch
  a fashion campaign that will make dressing up not
  only a cool thing, but a statement that, if I
  says dress for success, I will be successful.
• Ray ( Redressing Americas Youth) is a movement
  that encompasses our campaign theme, Prepared 4
  Life. Tastemakers and trendsetters will be our
  fashion and video icons. We will feature and
  position select traditional high quality apparel
  in the following
• Videos
• pariswalker.com
• Sitcoms
• Fashion Trend Articles with Tastemakers.
• Live performances Label Launch Parties
• Street Teams (NBA)
• Colleges (HBCUs included)
• Motion Pictures
• Award Ceremonies
• Local Governments
• Prep 101 website
• Album Covers
• Board of Education

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Goal

• Create the largest Urban Prep movement ever
  while capturing the genuine interest of those in
  academia, parents and young people, who are
  looking for a new look that combines both prep
  (classic) and urban fashions- the smart look
• MISSON
• To redefine mainstream prep culture and
  terminology to meet the New Age Prep. The ones
  that are prepared 4 life regardless of their
  background- those that are prepared 4 Life.

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rayGrassroots Campaign

• The Preppiest Urban Guy in America Contest
• The PUGA (Preppiest Urban Guy in America) Contest
  will be held in the nations largest cities and
  will target the younger and older Hip-Hop guy who
  have matured over the years. As this guy becomes
  more conservative - he shows that he aspires to
  achieve the American dream through his dress..
  In essence, our slogan Prepared 4 life is the
  cool equivalent of dress for success. Our
  social, and academic institutions are integral
  partners of RAY and have already started national
  dialogue on the Importance of Dressing for
  Success.

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MARKETING The brand

• Our marketing strategy is unique in that the
  typical aspirational images of Wasps will truly
  include images of Multi ethnic people adapting to
  various environments. We have created campaigns
  that lend itself to reaching the older Hip Hop
  guy who wants to convey that while he's matured,
  he still wants people to identify with who he is
  and where he comes from
• Paris Walker lII fills the void in the
  marketplace for more classic ,yet conscious garb
  that caters more toward his lifestyle. So,
  instead of seeing An Anglo riding a horse, we
  will have lifestyle images of multi-ethnic people
  enjoying or partaking in the good life.
• The imagery is one of success depicting the
  clean cool look. The logo's are subtle , yet
  meaningful, speaking a hip language to urban and
  suburbia fashionistas.
• The colors are youthful, yet mature, fun, yet
  stylishly casual......truly for the acerage guy
  or someone who is in college, has a family or
  simply grew up enjoying fashion and looking good.

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EDITORIAL

• We have been ahead of the curve and now have
  created ethnic logos and images that depict a
  lifestyle that adds multicultural preference.
• The in your face logos have now transitioned
  into conservative attire with conscious and
  culturally meaningful lifestyle symbols that
  speak to lifestyles more precisely. For
  instance, the African crocodile is speaking to
  them through its design, flare and attitude which
  says Im Prepared 4 Life.. I can adapt.
• Some headlines in the past that have given us the
  press we so desired.
• We have deep connections with magazines, both
  fashion and music houses that are prepared to do
  feature stories and support RAY.
• The Lacoste FUBU (For Us By Us).
• The ethnic crocodile (Denykem)
• Urban Prep or Urban Aristocrat
• The Preppiest Urban Guy in America.( PUGA.)

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FASHION SHOWS

• On-line model search-conducted by major industry
  players
• Source
• Rolling Out
• Style
• Ebony
• Upscale
• C.O.P.E Handouts/flyers Tastemakers
• Jamie Foxx
• Will Smith
• DMX
• Andre 3000
• Cee-Lo
• Vibe
• The List above is targeted only
• Viral marketing
• Product give-a-ways
• Video placements
• Album covers

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Ray Ambassadors will

• Pass out handbills with RAY literature
  advertising select clothiers who design classic
  sportswear. Two have already signed on. Dap
  Rugget and Paris Walker lll
• Hold up campaign signs promoting Ray and select
  clothiers at state capitols, Board of Educations
  and high traffic areas in major cities such
  Manhattan, Washington D.C., Houston, TX, Atlanta,
  Ga and Detroit, Michigan.
• Tastemakers will wear distinct preppie garb. They
  will have measuring tapes mimicking a tailor to
  promote our theme" For drastic times, it takes
  drastic measures- our campaign is drastic but
  cool.

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Campaign

• Create the largest Urban Prep movement ever
  while capturing the genuine interest of those
  fashion conscious consumers in those academia,
  parents and young people who are looking for a
  new look that combines both prep and urban.
• Yard signs are a major part but needs to be
  displayed around
• Schools
• Major state capitals
• High traffic areas
• Neighborhoods
• Major intersections.
• February 18, 2006, Houston Texas All Star Weekend
  with the NBA. Paris Walker III a fashion show.
• Note The NBA just implemented a strict dress
  code for the league

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Ray ambassadors

• Ray Ambassadors PTAs, fashion stylists,
  major
• magazines, business leaders, politicians, and
  other role models
• Stylist 4 RAY - (major stylist from around
  the country) headed by Patrick Cooper
• Designers 4 RAY (major designers)- from select
  design firms
• Celebrities 4 RAY -we have created co-chairs
  for each support group.
• Record Companies 4 Ray targeted (Interscope,
  Verity, Deep
• End Records, Warner Brothers, Bad Boy
• Cope- (Club owners promoters and entertainers
  and
• entrepreneurs.

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How will RAY reach consumers and Youth in
America?

• Through various marketing tools to include
• Campaign signs thatwill be displayed at the
  following venues, institutions and media concerns
• The Book Prep 101
• Ray Website
• pariswalker.com
• Handbills will be passed out in high traffic
  areas locally and nationally. We will target
  venues where our audience frequent. The campaign
  will coincide with C.O.P.E. (club owners
  promoters entertainers and entrepreneurs) and our
  public relations/marketing team. The kick off
  will began 2/18 as a mini preview (Lebron James
  Mega Party during All Star week).

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Target cities (20)

• (Cities will vary based upon store placement)
• New York
• Atlanta
• Los Angeles
• Dallas
• Detroit
• Chicago
• Miami
• Washington D.C
• Philadelphia
• Charlotte
• Houston
• Columbia, S.C
• Baltimore, Maryland
• Virginia

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Target events and facilities

• College campuses
• State Capitols
• Board of educations
• Clubs
• Church parking lots
• Malls
• Basketball games
• Football games
• Schools
• Concerts
• Award shows
• Beauty and Barbershops