3 Abstract Ways DTLR Could Grow Their Business — If I Were CMO for A Day | 01

Welcome to my new series, “If I Were CMO for A Day” , where I dive deep into brands & discuss my best ideas for small businesses, Fortune 500 & 100 companies, & more. If you’re into marketing & brand positioning like me, then this series is JUST for you.

IF I WE’RE CMO FOR DTLR / VILLA —

Well before I dive into this brand, I’d like to admire how well of a job their marketing team is doing already. For those who’re unaware of DTLR (Downtown Locker Room) they are a global shoes & apparel / lifestyle brand. With locations in Maryland, DC, Virginia, Florida , Chicago & more, arguably one of the most successful urban culture retailers in America today.

#3 CLUB DTLR

Part of what makes a brand a great brand is their ability to tell their story in a unique & relatable way. HBCU tours, Radio Shows, Fashion Shows, Music & Entertainment segments, definitely play huge roles in Black Culture, & an even bigger role of DTLR’s overall success.

With that being said…I think if DTLR were to open their own official nightclub, that would bring enormous scale of awareness to their brand, & bigger financial ROI. Club DLTR would be limited time & seasonal. Customers who’re signed up to text alerts, have active memberships or credit lines would be incentivized in club DTLR with even more promotional offers, this would drastically increase walk-ins, positively influence post consumer purchasing behaivor, and significantly drive revenue to all participating locations. A catered food area, a bar section serving alcoholic & non- alcoholic beverages, and live performances from the most relevant artists in Hip-Hop today.

Considering DTLR is no stranger when it comes to putting on events, having our own domestic nite club would protect DTLR’s IP, and create ROI positive streams of revenue, opportunities for partnerships, sponsorship & more.

#2 THE DTLR VR EXPERIENCE

Without a doubt, the Tech Industry has already gotten their hands on fashion & lifestyle brands. In early 2019, Monster Sneaker App GOAT, launched it’s revolutionary VR feature, allowing users to virtually try on kicks from their phone……pretty insane right. Since, many other companies & brands acquired this to tool to their arsenals, even Italian designer brand Gucci built this tool into their world in June 2019.

I run an agency VivoMedia Group, and one of our most prominent systems we use is a system called RR&R (Read, React & Repeat) basically a religion predicated on non-stop watching of market trends, Reacting to them quickly & Repeating this process over & over again.

The DTLR EXPERIENCE, can take this concept but on steroids. What if….. we we’re able to not just try on shoes from home…..but to try on shirts, pants? Perhaps even walk into an 100% virtual DTLR brick & mortar location?

That….. that is how you disrupt an industry.

Financially, to properly execute this DTLR would be looking at anywhere from $50–100M just in R&D, so this experience would only be available to those who already have VR lenses (Oculus Rift, Amazon’s Pimax, etc.) This feature would be EXTREMELY beneficial in times like today, where millions of small businesses around the world we’re forced to shut their doors. I believe within the next 15–20 years, VR Shopping & Augmented Reality will play an enormous role in how consumers make purchases.

Integrated in DTLR’s website, mobile & desktop, customers will be able to virtually walk into the store, try on items & make real-time purchases. This feature would become extremely beneficial in the overall advancement of technology in retail, and would increase e-Commerce sales drastically. A big fear in making online purchasing, especially in women’s clothing, is the lack of visualization of fitting properly. Adding this experience, allowing users to virtually try on clothes from home, would create less friction in on-line purchases, massively increase cart items by 30–50%, & put DTLR light years ahead of its biggest competitors (Dick’s Sporting Goods, Champs, Foot Locker)

#1 DTLR SNEAKER HUNT- GUERRILLA CAMPAIGN

Saved this one for last, so get ready. DTLR should totally run this campaign, like yesterday!

We place 100 of the HOTTEST Air Jordans, Timbs, New Balances, etc. across designated hiding areas, for people to find them, bring the box back to the store & purchase at an INSANE discount. Now I know this sounds crazy, what if someone doesn’t take them back and just keeps them? — here’s the catch..

There’s only 1 shoe in the box —

That’s what will make this campaign explode, after finding the box with the one shoe, customers can either take a photo of it & scan the special QR code with corresponding shoe, OR, walk into their nearest DTLR location, and redeem their other shoe. This campaign would be perfect for promotional sales, back to school, or a tactic to implement when certain location maybe sitting on too much inventory, or clearance items. Using the hashtag #dtlrsneakerhunt would completely destroy Instagram, Twitter & all of social media.

That’s what I’d do if I were CMO for a day :)

Thank you so much for reading, more of these will be coming soon.

Peace!!