J.M.S. Case Studies: Street Wars

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		The case study in this section have been selected to demonstrate the effectiveness of marketing and good management and the contribution they make to the business development of the brand.

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Brand Information

Street Wars is the ultimate in street wear, taking its origins from the MC and DJ battles of hip-hop culture. Elements of the brand’s affiliation with the grass-roots of hip-hop are shown through the distinctive concepts and styling of it’s fashion line. The brand is developing a range of wear for men, women in markets throughout Asia.

Brand Activities

Street Wars was first introduced to JMS in June of 2003. After initial negotiations, sample designs and t-shirts were created by JMS as the first step in introducing this unique brand to various sub-licensees. Partnerships with marketing and entertainment companies, Genshoku Design & Marketing Consultants and MusicWorks Entertainment, were created to plan advance promotional activities for the brand.

As part of the pre-signing activities, JMS worked with its partner companies to implement marketing activities to raise awareness among consumers and potential sub-licensees. These activities included several pre-promotional events before the release of the brand.

JMS signed the brand contract in May 2004 and the brand will debut with a men’s line this summer consisting of t-shirts, with a complete line will be released in Fall 2004. A women’s apparel line is currently being planned and designed for release in 2005.

Currently Street Wars is registered in Japan, Taiwan and China, with plans to release in Taiwan at the end of 2004.

As part of on-going promotions for the brand, a diverse range of activities is being planned. These activities will include media coverage and product placement combined with events, concert tours, and participation in various exhibits and trade shows.

Promotion Activities: Spring Summer 2004

Street Wars takes its origins from the MC and DJ battles of hip-hop culture. Elements of the brand’s affiliation with the grass roots of hip-hop are shown through the distinctive concepts and the styling of its fashion line. The brand is developing a range of wear for men and women in markets throughout Asia.

As a newer brand, JMS is has created a series of promotional activities to establish the brand among its target audience of youth heavily involved in hip-hop culture. These activities include a tie-up with Heineken Music for its World DJ Series at Club Citta, Yokohama in Winter 2003. For Spring 2004, activities have included a club event and fashion show at Club Core, Tokyo, with an event review also featured in 411 street fashion magazine to support existing word-of-mouth.


Club Citta: Heineken Music World DJ Series 2003		Club Core: Music Event Fashion Show 2004

Through the integration of Street Wars promotional activities with key lifestyle elements — in this case music, dance and liquor — the brand can effectively leverage those associations as it continues to build awareness.

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Strategic Planning & Development by Genshoku Design & Marketing Consultants